Strategic marketing in times of recession versus growth: New Zealand manufacturers

2015 ◽  
Vol 27 (4) ◽  
pp. 600-627 ◽  
Author(s):  
Roger Brooksbank ◽  
Zahed Subhan ◽  
Ronald Garland ◽  
Scott Rader
Keyword(s):  
Decision Making ◽  
New Zealand ◽  
Manufacturing Sector ◽  
Strategic Marketing ◽  
Economic Conditions ◽  
Decision Making Process ◽  
Content Type ◽  
Marketing Decision ◽  
Competitive Success ◽  
Compare And Contrast

Purpose – On the basis of lessons gleaned from previous research into successful strategic marketing practices in times of both recession and growth, and in the face of an ongoing post-global financial crisis “hangover” characterised by unpredictable trading conditions both worldwide and in the Asia-Pacific region, the purpose of this paper is to provide insights and advice for marketing strategists within New Zealand’s manufacturing sector. Design/methodology/approach – The inquiry is based on two point-in-time mail surveys, one during recessionary conditions and the other during favourable economic conditions, with similar samples of 427 and 272 New Zealand manufacturers, respectively. Data analyses were conducted using SPSS and sought to compare and contrast successful strategic marketing decision making between the two time-points. Findings – The results confirm that, irrespective of prevailing economic circumstances, basic strategic marketing plays a pivotal role in facilitating the competitive success of New Zealand manufacturers. However, with the notable exception of three “evergreen” practices – targeting selected market segments, competing on the basis of value-to-the-customer, and finding new ways to do business – the results also suggest that different economic conditions otherwise necessitate quite different priorities for success at each stage of the strategic marketing decision-making process. Research limitations/implications – Due to relatively low-response rates, the extent to which the study samples are representative of the population under scrutiny remains unknown. Also, since an identical questionnaire was administered at two time-points ten years apart, differences in the respondents’ interpretation of certain questions and some of the marketing vocabulary and terminology used cannot be ruled out. Practical implications – The research highlights the important contribution that strategic marketing makes to the achievement of competitive success in New Zealand’s manufacturing sector. It also identifies some of the underlying “key drivers” that best predict successful strategic marketing decision making in times of recession compared with growth, thereby indicating a number of key lessons for marketing strategists. Originality/value – This study addresses a number of gaps in the empirical marketing literature. Although many previous studies have shown various strategic marketing activities to be critical to competitive success, few have examined it as a multi-step decision-making process and none have done so in the context of New Zealand manufacturing. Nor have previous studies sought to compare and contrast effective strategic marketing decision-making set against the background of contrasting economic circumstances.

What differentiates successful strategic marketing among manufacturers in an emerging vs developed market?

2018 ◽  
Vol 30 (2) ◽  
pp. 309-332 ◽  
Author(s):  
Roger Brooksbank ◽  
Zahed Subhan ◽  
Steven Miller
Keyword(s):  
Decision Making ◽  
Emerging Markets ◽  
Emerging Market ◽  
Strategic Marketing ◽  
Conventional Model ◽  
Content Type ◽  
Developed Markets ◽  
Marketing Decision ◽  
The Usa ◽  
Competitive Success

Purpose Emerging markets present strategists with a unique set of challenges that result from a business environment that is quite different from that which characterises developed markets. Yet, little is known about marketing’s contribution to successful strategic decision making in emerging markets. Thus, the purpose of this paper is to examine the usage of conventional strategic marketing practice, as it relates to developed markets, within groups of higher- and lower- performing manufacturers in the emerging market of India, comparing it against that of their counterparts in the developed market of the USA. Design/methodology/approach The study is based on separate web-hosted questionnaire surveys conducted in India and the USA, yielding samples of 71 and 84 self-reported manufacturing companies, respectively. Data analyses were conducted using independent-sample t-tests and logistic multiple regression, and sought to compare and contrast successful strategic marketing decision making in each country. Findings The results confirm that conventional strategic marketing plays a vital role in facilitating the competitive success of manufacturers in India. However, they also suggest that differences in the strategic environments faced by manufacturers in both countries necessitate quite different priorities for success at each stage of the strategic marketing decision-making process. Research limitations/implications Due to relatively low response rates, the extent to which the study samples are representative of the population under scrutiny remains unknown. Also, differences in the respondents’ interpretation of certain questions and some of the marketing vocabulary and terminology used cannot be ruled out. Practical implications The research highlights the important contribution that conventional strategic marketing makes to the achievement of competitive success of manufacturers in India. However, it also identifies several specific practices that differentiate higher firm performance in the two countries, drawing into question the direct applicability of the conventional model of strategic marketing within an emerging market. Originality/value As far as is known for the first time, the applicability of the conventional model of successful strategic marketing within an emerging market is assessed. As a result, a new model is forwarded.

scholarly journals Artificial intelligence (AI) in strategic marketing decision-making: a research agenda

2020 ◽  
Vol 33 (2) ◽  
pp. 183-200 ◽  
Author(s):  
Merlin Stone ◽  
Eleni Aravopoulou ◽  
Yuksel Ekinci ◽  
Geraint Evans ◽  
Matt Hobbs ◽  
...  
Keyword(s):  
Artificial Intelligence ◽  
Decision Making ◽  
Public Sector ◽  
Review Literature ◽  
Strategic Marketing ◽  
Sensitive Data ◽  
Content Type ◽  
The Public ◽  
Marketing Decision ◽  
The Face

Purpose The purpose of this paper is to review literature about the applications of artificial intelligence (AI) in strategic situations and identify the research that is needed in the area of applying AI to strategic marketing decisions. Design/methodology/approach The approach was to carry out a literature review and to consult with marketing experts who were invited to contribute to the paper. Findings There is little research into applying AI to strategic marketing decision-making. This research is needed, as the frontier of AI application to decision-making is moving in many management areas from operational to strategic. Given the competitive nature of such decisions and the insights from applying AI to defence and similar areas, it is time to focus on applying AI to strategic marketing decisions. Research limitations/implications The application of AI to strategic marketing decision-making is known to be taking place, but as it is commercially sensitive, data is not available to the authors. Practical implications There are strong implications for all businesses, particularly large businesses in competitive industries, where failure to deploy AI in the face of competition from firms, who have deployed AI to improve their decision-making could be dangerous. Social implications The public sector is a very important marketing decision maker. Although in most cases it does not operate competitively, it must make decisions about making different services available to different citizens and identify the risks of not providing services to certain citizens; so, this paper is relevant to the public sector. Originality/value To the best of the authors’ knowledge, this is one of the first papers to probe deployment of AI in strategic marketing decision-making.

Measuring intellectual capital in a firm belonging to a strategic alliance

2015 ◽  
Vol 16 (1) ◽  
pp. 174-198 ◽  
Author(s):  
Stefania Veltri ◽  
Andrea Venturelli ◽  
Giovanni Mastroleo
Keyword(s):  
Decision Making ◽  
Expert System ◽  
Intellectual Capital ◽  
Strategic Alliances ◽  
Strategic Alliance ◽  
Empirical Work ◽  
Organizational Level ◽  
Decision Making Process ◽  
Content Type ◽  
Scant Attention

Purpose – The purpose of this paper is to propose a method to measure intellectual capital (IC) in firms involved in strategic alliances, an area that has received scant attention in the literature, as existing research is focused mainly on organizational level mainly and increasingly on macro-level unit such as regions or nations. There are very few works at the meso-level (i.e. alliances, clusters), and the paper aims to fill this void, by providing researchers and practitioners with a tool capable of combining measurement and management aims, developed at organizational level with the active participation of the researchers. Design/methodology/approach – The method of analysis is based on a model formalized through a fuzzy expert system (FES). The FES are able to merge the capabilities of an expert system to simulate the decision-making process with the vagueness typical of human reasoning, maintaining the ability to still have a numeric value as a response. Its construction requires the participation of experts, whose knowledge of the problem is accumulated in the form of blocks of rules. These features make it possible to formalize the decision-making process related to the IC valuation, handling qualitative and quantitative variables, and exploring the cognitive mechanisms underlying this process. Findings – The outcome of the application is a system designed to measure the intangible performance deriving from participation in a strategic alliance using FES. This study contributes to the broadening of the research community’s understanding regarding the alternative measurement of IC created within strategic alliances. Research limitations/implications – To the best of the authors’ knowledge, IC literature lacks methods expressly designed to measure the incremental value of IC originating from collaboration among firms. From a measurement perspective, the results may be regarded as valuable proof that IC performance within strategic alliances can be measured quantitatively. Practical implications – On the management side, the possibility of retracing the determinants of different IC intermediate indicators composing the final IC index allows strategic alliances managers to use this information for decision-making purposes. Originality/value – To the best of the authors’ knowledge this is the first study applying FES to measure IC in a firm belonging to a strategic alliance. In the authors’ opinion, fuzzy logic methodology, recently applied in empirical work designed to evaluate IC, represents a reliable methodology because of the “fuzzy” nature of IC.

A conceptual framework for wisdom-based decision-making process in audit profession

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hoang To Loan Nguyen
Keyword(s):  
Decision Making ◽  
Grounded Theory ◽  
Conceptual Framework ◽  
Research Process ◽  
Decision Making Process ◽  
Ethical Orientation ◽  
Content Type ◽  
External Auditors ◽  
Wise Decision ◽  
Knowledge Assimilation

PurposeWisdom is considered as crucial in decision-making in both management and auditing practice. This research aims to investigate the concept of wisdom in auditing, thereby empirically exploring the determinants of wisdom in audit decision-making and explaining inter-relations among these determinants.Design/methodology/approachThis study employs grounded theory methodology that is based on in-depth interviews with twenty-seven practicing auditors who are audit partners, managers, seniors and assistants of auditing firms. Guided by the grounded theory, data collection and data analyses were conducted simultaneously to look into the new insights of the research phenomenon. The coding process was constantly compared until the research's theoretical saturation is reached after four rounds. At the end of the research process, the study conducted a survey to confirm the proposed framework as well as examine the inter-relationships between the defined determinants.FindingsResults suggest developing a conceptual framework to interpret wisdom-based decision-making process in auditing. A wise process of audit decision-making is defined as an integrated exercise of multiple determinants including knowledge assimilation, judgmental ability and ethical orientation. The research also explains and examines the potential interrelationships among these determinants in the audit decision-making process.Practical implicationsWisdom is a valuable tacit ability for all external auditors. The development of wise decision-making abilities of auditors should be considered an integral part of multiple virtues including knowledge and judgmental and ethical aspects.Originality/valueThe contributions of this study are original and significant because it proposes a new approach to explain for the audit decision-making process and enhances better understandings of the concept of wisdom in auditing practices and its roles in audit decision-making.

Sustainable circular supplier selection and evaluation in the manufacturing sector using Pythagorean fuzzy EDAS approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chang Liu ◽  
Pratibha Rani ◽  
Khushboo Pachori
Keyword(s):  
Decision Making ◽  
Human Behavior ◽  
Circular Economy ◽  
Supplier Selection ◽  
Manufacturing Sector ◽  
Uncertain Information ◽  
Manufacturing Companies ◽  
Content Type ◽  
Sustainable Supplier Selection ◽  
Selection Of

PurposeDue to stern management policies and increased community attentiveness, sustainable supply chain management (SSCM) performs a vast component in endeavor operation and production management. Sustainable circular supplier selection (SCSS) and evaluation presented the environmental and social concerns in the fields of circular economy and sustainable supplier selection. Choosing the optimal SCSS is vital for organizations to persuade SSCM, as specified in various researches. Based on the subjectivity of human behavior, the selection of ideal SCSS often involves uncertain information, and the Pythagorean fuzzy sets (PFSs) have a huge capability to tackle strong vagueness, uncertainty and inaccuracy in the multi-criteria decision-making (MCDM) procedure. Here, a framework is developed to assess and establish suitable suppliers in the SSCM and the circular economy.Design/methodology/approachThis paper introduced an extended framework using the evaluation based on distance from average solution (EDAS) with PFSs and implemented it to solve the SCSS in the manufacturing sector. Firstly, the PFSs to handle the uncertain information of decision experts (DEs) is employed. Secondly, a novel divergence measure and parametric score function for calculating the criteria weights are proposed. Thirdly, an extended decision-making approach, known as PF-EDAS, is introduced.FindingsThe outcomes and comparative discussion show that the developed method is efficient and capable of facilitating the DEs to choose desirable SCSS. Therefore, the proposed framework can be used by organizations to assess and establish suitable suppliers in the SCSS process in the circular economy.Originality/valueSelecting the optimal sustainable circular supplier (SCS) in the manufacturing sector is important for organizations to persuade SSCM, as specified in various research. However, corresponding to the subjectivity of human behavior, the selection of the best SCS often involves uncertain information, and the PFSs have a huge capability to tackle strong vagueness, uncertainty and inaccuracy in the MCDM procedure. Hence, manufacturing companies' administrators can implement the developed method to assess and establish suitable suppliers in the SCSS process in the circular economy.

Integration between knowledge management and business process management and its impact on the decision making process in the construction sector: a case study of Jordan

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sami Wasef Abuezhayeh ◽  
Les Ruddock ◽  
Issa Shehabat
Keyword(s):  
Decision Making ◽  
Knowledge Management ◽  
Business Process Management ◽  
Process Management ◽  
Business Processes ◽  
Decision Makers ◽  
Decision Making Process ◽  
Construction Sector ◽  
Content Type

Purpose The purpose of this paper is to investigate and explain how organizations in the construction sector can enhance their decision-making process (DMP) by practising knowledge management (KM) and business process management (BPM) activities. A conceptual framework is developed that recognises the elements that impact DMP in terms of KM and BPM. The development of this framework goes beyond current empirical work on KM in addition to BPM as it investigates a wider variety of variables that impact DMP. Design/methodology/approach A case study is undertaken in the context of the construction industry in Jordan. A theoretical framework is developed and assessment of the proposed framework was undertaken through a questionnaire survey of decision-makers in the construction sector and expert interviews. Findings The outcomes of this research provide several contributions to aid decision-makers in construction organizations. Growth in the usage of KM and BPM, in addition to the integration between them, can provide employees with task-related knowledge in the organization’s operative business processes, improve process performance, promote core competence and maximise and optimise business performance. Originality/value Through the production of a framework, this study provides a tool to enable improved decision-making. The framework generates a strong operational as well as theoretical approach to the organizational utilization of knowledge and business processes.

Evaluation of barriers in the adoption of halal certification: a fuzzy DEMATEL approach

2019 ◽  
Vol 14 (1) ◽  
pp. 153-174 ◽  
Author(s):  
Shahbaz Khan ◽  
Mohd Imran Khan ◽  
Abid Haleem
Keyword(s):  
Decision Making ◽  
Design Methodology ◽  
Specific Region ◽  
Integrative Approach ◽  
Decision Making Process ◽  
Management Support ◽  
Fuzzy Dematel ◽  
Content Type ◽  
Certification System ◽  
Expert’S Opinion

PurposeHigher level of customer satisfaction for halal products can be achieved by the effective adoption of halal certification through assessment and accreditation (HCAA). There are certain issues that seem detrimental towards the adoption of HCAA. The purpose of this paper is to identify the major barriers towards the adoption of HCAA and evaluate inter-relationships among them for developing the strategies to mitigate these barriers.Design/methodology/approachThe barriers towards the adoption of HCAA are identified through an integrative approach of literature review and expert’s opinion. The inter-relationship among the identified barriers is evaluated using fuzzy-based decision-making trial and evaluation laboratory (fuzzy DEMATEL) technique, which categorises them into influential and influenced group.FindingsThe evaluation of inter-relationship among barriers using fuzzy DEMATEL indicates four influencing barriers and six influenced barriers towards the adoption of HCAA. Further, findings suggest an extensive government, and management support is vital in terms of commitment, resources and actions to realise the benefits attributed with HCAA.Research limitations/implicationsThe inter-relationship among barriers is contextual and based on the perception of experts which may be biased as per their background and area of expertise. This study pertains to a specific region and can be extended to the generalised certification system.Originality/valueThe empirical base of the research provides the inter-relationship among the barriers towards the adoption of HCAA which can be effectively used as input in the decision-making process by producers, manufacturers and distributor. The policy maker can analyse the cause group and effect group of barriers to formulate policies that would help in the adoption of HCAA.

Decision making, distributed leadership and the objective knowledge growth framework

2019 ◽  
Vol 34 (2) ◽  
pp. 217-231
Author(s):  
Stephanie Chitpin
Keyword(s):  
Decision Making ◽  
Distributed Leadership ◽  
School Leaders ◽  
Decision Makers ◽  
Decision Making Process ◽  
Objective Knowledge ◽  
Content Type ◽  
Education Leaders ◽  
Knowledge Growth ◽  
Analytical Approaches

Purpose The purpose of this paper is to know the extent to which a decision-making framework assists in providing holistic, comprehensive descriptions of strategies used by school leaders engaging with distributed leadership practices. The process by which principals and other education leaders interact various school-based actors to arrive at a distributed decision-making process is addressed through this paper. The position taken suggests that leadership does not reside solely with principals or other education leaders, but sustains the view that the actions of various actors within a school setting contribute to fuller and more comprehensive accounts of distributed leadership. Design/methodology/approach While the application of rational/analytical approaches to organizational problems or issues can lead to effective decisions, dilemmas faced by principals are often messy, complex, ill-defined and not easily resolved through algorithmic reason or by the application of rules, as evidenced by the two stories provided by Agnes, a third-year principal in a small countryside elementary school in a small northeastern community, and by John, a novice principal in a suburb of a large Southwestern metropolitan area. Findings The value of the objective knowledge growth framework (OKGF) process is found in its ability to focus Agnes’s attention on things that she may have overlooked, such as options she might have ignored or information that she might have resisted or accepted, as well as innumerable preparations she might have neglected had she not involved all the teachers in her school. Research limitations/implications The implementation of the OKGF may appear, occasionally, to introduce unnecessary points along this route and may not be laboriously applied to all decision-making situations. However, the instinctively pragmatic solutions provided by this framework will often produce effective results. Therefore, in order to reduce potentially irrational outcomes, the systematic approach employed by the OKGF is preferable. The OKGF must be managed, implemented and sustained locally if it is to provide maximum benefits to educational decision makers. Practical implications Given the principals’ changing roles, it is abundantly clear that leadership practice can no longer involve just one person, by necessity, and it is becoming increasingly difficult to imagine how things could have been accomplished otherwise. Expecting the principal to single-handedly lead efforts to improve instruction is impractical, particularly when leadership may be portrayed as what school principals do, especially when other potential sources of leadership have been ignored or treated as secondary or unimportant because that leadership has not emanated from the principal’s office (Spillane, 2006). In this paper, the authors have striven to reveal how a perspective of distributed leadership, when used in conjunction with the objective knowledge growth framework, can be effective in assisting principals in resolving problems of practice. Social implications Different school leaders of varying status within the educative organization benefit from obtaining different answers to similar issues, as evidenced by John’s and Agnes’s leadership tangles. Lumby and English (2009) differentiate between “routinization” and “ritualization.” They argue, “They are not the same. The former erases the need for human agency while the latter requires it” (p. 112). The OKGF process, therefore, cannot provide school leaders with the “right” answers to their educative quandaries, simply because any two school leaders, facing the same issues, may utilize differing theories, solutions, choices or options which may satisfy their issues in response to their own individual contextual factors. Similarly, in a busy day or week, school leaders may be inclined to take the shortest distance between two points in the decision-making process; problem identification to problem resolution. Originality/value Should the OKGF process empower decision makers to obtain sound resolutions to their educative issues by assisting them in distancing themselves from emotions or confirmation biases that may distract them from resolving school problems, its use will have been worthwhile.

scholarly journals Data competence maturity: developing data-driven decision making

2018 ◽  
Vol 11 (2) ◽  
pp. 139-158 ◽  
Author(s):  
Thomas G. Cech ◽  
Trent J. Spaulding ◽  
Joseph A. Cazier
Keyword(s):  
Decision Making ◽  
Secondary Education ◽  
Data Science ◽  
Data Driven ◽  
Decision Making Process ◽  
Maturity Model ◽  
Data Driven Decision Making ◽  
Content Type ◽  
Development Data ◽  
Education Performance

Purpose The purpose of this paper is to lay out the data competence maturity model (DCMM) and discuss how the application of the model can serve as a foundation for a measured and deliberate use of data in secondary education. Design/methodology/approach Although the model is new, its implications, and its application are derived from key findings and best practices from the software development, data analytics and secondary education performance literature. These principles can guide educators to better manage student and operational outcomes. This work builds and applies the DCMM model to secondary education. Findings The conceptual model reveals significant opportunities to improve data-driven decision making in schools and local education agencies (LEAs). Moving past the first and second stages of the data competency maturity model should allow educators to better incorporate data into the regular decision-making process. Practical implications Moving up the DCMM to better integrate data into their decision-making process has the potential to produce profound improvements for schools and LEAs. Data science is about making better decisions. Understanding the path laid out in the DCMM to helping an organization move to a more mature data-driven decision-making process will help improve both student and operational outcomes. Originality/value This paper brings a new concept, the DCMM, to the educational literature and discusses how these principles can be applied to improve decision making by integrating them into their decision-making process and trying to help the organization mature within this framework.

scholarly journals Executive decision-making in fashion retail: a phenomenological exploration of resources and strategies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Danielle Sponder Testa ◽  
Elena E. Karpova
Keyword(s):  
Decision Making ◽  
Academic Research ◽  
Phenomenological Approach ◽  
Study Data ◽  
Decision Making Process ◽  
Business Decision ◽  
Content Type ◽  
External Data ◽  
Executive Decision Making ◽  
Fashion Retail

PurposeDecision-makers must be well-informed to successfully impact the future of the business. The purpose of this study was to explore experiences of US fashion retail executives when making business decisions to understand what resources and strategies are utilized within the decision-making process. Additionally, the role of academic research within executive decision-making process was explored.Design/methodology/approachThis study utilized a phenomenological approach to understand the experiences of fashion retail executives when engaging in business decision-making. Fifteen US fashion retail executives participated in the study. Data were collected through in-depth individual interviews and thematically coded to gain a holistic perspective of the decision-making process within the fashion retail industry.FindingsAs the result of the data analysis and interpretation, three topical areas emerged:: “Incredible Amounts of Information,” “Industry Specific Academic Research” and “Have a Clear Road Map.” The findings suggested that while the facts gleaned from internal and external data are of great importance to fashion professionals, insights gathered from social media are equally influential within the decision-making process. The authors identified five major strategies utilized consistently by fashion retail executives regardless of the type of business they represented: collaboration, adaptability, speed, gut instinct and creativity.Research limitations/implicationsThe results are important to fashion retail companies for improving internal decision-making processes. The identified resources and strategies of the decision-making process can be incorporated into fashion program curricula and considered as learning outcomes when preparing future industry professionals.Originality/valueLimited studies have explored the decision-making process specific to the fashion retail environment, an uncertain and ever-changing industry. Further, the study shed light on the opportunity for academic research use in fashion retail decision-making and contributes to the literature by developing a fashion retail decision-making model.

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