The standardization/adaptation dilemma in agri-food exporters marketing strategies

2015 ◽  
Vol 117 (11) ◽  
pp. 2739-2756 ◽  
Author(s):  
Tomislav Sudarevic ◽  
Predrag Radojevic ◽  
Jasmina Lekovic
Keyword(s):  
Small Businesses ◽  
Product Distribution ◽  
Adaptation Strategy ◽  
Marketing Strategies ◽  
Content Type ◽  
Main Research ◽  
Original Insight ◽  
The One ◽  
Capital Ownership ◽  
The Impact

Purpose – The purpose of this paper is to provide empirical insight into types of marketing strategies and the implementation difficulties of agri-food exporters, with the purpose to get information about them related to firm size, export experience and capital ownership. Design/methodology/approach – Focussing on Serbian agri-food exporters, this study employed quantitative design and descriptives-causal approach. An e-mail questionnaire is used to collect data, with aim to determine the influence of firm characteristics on marketing strategy selection and implementation. Descriptive statistics, difference between group tests, and correlation are used in data analysis. Findings – Results indicate that large and foreign-owned firms opt for standardization of the product, distribution and promotion, while they prefer an adaptation strategy for price. These firms have fewer difficulties implementing selected strategies compared to small businesses and domestically owned firms. The impact of export experience is mixed and less influential. Research limitations/implications – The main research limitations relate to the one country case, but results offer several implications for researchers, management of agri-food exporters, policy makers and society. Originality/value – This paper presents the original insight from agri-food exporters originated from one small, emerging economy for all marketing mix elements. Due Serbian case uniqueness it challenges previous findings and provide a “laboratory” for testing export marketing strategies. Research is easy for replication in the other countries and its results might be used for comparisons in further studies of agri-food exporters’ marketing strategies in other small, developing countries.

scholarly journals The impact of government support programs for the development of businesses in Chile

2015 ◽  
Vol 53 (8) ◽  
pp. 1736-1754 ◽  
Author(s):  
Christian A. Cancino ◽  
Claudio A. Bonilla ◽  
Marcos Vergara
Keyword(s):  
Treatment Group ◽  
Small Businesses ◽  
Statistical Significance ◽  
Government Support ◽  
Control Group ◽  
Public Programs ◽  
Content Type ◽  
The One ◽  
The Impact ◽  
Practical Implications

Purpose – The purpose of this paper is to analyze the impact on businesses in Chile of the Seed Capital Program (SCP) implemented by Chile’s Technical Cooperation Services. Design/methodology/approach – In order to analyze the impact of this SCP, a counter-factual scenario was used that entailed a combination of the propensity score matching with difference in difference methods. A total of 682 businesses were surveyed (378 in the treatment group and the rest in the control group), 164 of which gave complete responses to the surveys, 89 belonging to the treatment group and 75 to the control group. Findings – The results are mixed. On the one hand, the impact of sales is positive but its statistical significance depends on the model used. With regard to the number of employees, however, the results are positive and statistically significant regardless of the model used. The results also show that participating in the program has no incidence on the probability of later obtaining financing. Research limitations/implications – This study highlights the importance of differentiating between opportunity-driven entrepreneurship programs and necessity-driven entrepreneurship programs. Practical implications – It also suggests improvements in public policy to develop entrepreneurship in small businesses in Chile. These suggestions may also be interesting for other countries facing similar challenges in terms of developing private entrepreneurship as a vehicle to generate economic development. Originality/value – This exploratory work may be interesting to those in charge of designing, implementing and evaluating public programs in support of small- and mid-sized enterprise development.

Leveraging guest-room technology: a tale of two guest profiles

2019 ◽  
Vol 10 (3) ◽  
pp. 255-268
Author(s):  
Mehmet Erdem ◽  
Hilmi A. Atadil ◽  
Pelin Nasoz
Keyword(s):  
Research Literature ◽  
Marketing Strategies ◽  
The Body ◽  
Pricing Strategies ◽  
Chi Square ◽  
Content Type ◽  
Main Research ◽  
Segmentation Approach ◽  
Hotel Managers ◽  
The Impact

Purpose The purpose of this study is to examine hotel guests’ attitudes toward guest room technologies (GRTs) and determine whether hotel guests’ characteristics and attitudes regarding GRTs vary according to hotel guest typologies. Design/methodology/approach The data were gathered from a sample of 508 hotel guests who had stayed in a hotel in the past 12 months via a self-administered survey on Qualtrics survey software. The analysis of the study consisted of two main research steps: identification of cluster groups via the K-means cluster analysis algorithm and discriminant analysis; and performing a series of chi-square analyses to determine whether hotel guests’ characteristics and attitudes vary according to obtained hotel guest typologies. Findings Results indicated significant attitudinal (e.g. internet payment preference) and demographic (e.g. age) differences among the obtained hotel guest typologies regarding their attitudes toward GRTs. Practical implications The results provide valuable guidance and a pragmatic approach for those hotel managers that aim to generate tailored marketing strategies for guest segments that are interested in GRTs. Originality/value This study concentrates on GRTs with a market segmentation approach by using advanced statistical procedures. It contributes to the body of related research literature by offering empirical evidence where the study evaluates the impact of the availability of new GRTs on guest decision-making based on the principles of the theory of planned behavior. Practitioners will be able to use the presented findings to generate marketing and pricing strategies with respect to the technological needs and wants of each typology.

Assessing sustainability marketing from macromarketing perspective: a multistakeholder approach

2020 ◽  
Vol 16 (4) ◽  
pp. 287-305 ◽  
Author(s):  
Soha Abutaleb ◽  
Noha El-Bassiouny
Keyword(s):  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Content Type ◽  
Quantitative Research Methods ◽  
Sustainable Products ◽  
Government Role ◽  
The Government ◽  
The Impact

PurposeThe paper examines three main stakeholders in the market and their roles toward achieving sustainability marketing. Those stakeholders are consumers, companies and policymakers. The current study is examining consumers’ attitudes toward sustainability marketing and their purchase intentions of sustainable products through the use of theory of planned behavior. The paper is also examining the role of companies and policymakers in encouraging consumers to consider sustainability in their purchasing decisions.Design/methodology/approachConcurrent research study is applied, where qualitative and quantitative research methods are conducted at the same time for different purposes with equal weights. Qualitative interviews were applied with fast-moving consumer goods companies and policymakers, while quantitative surveys were applied with Egyptian consumers.FindingsThe results showed that companies are taking serious and effective steps in transforming their marketing strategies into sustainable marketing ones. The government role is still limited as there are no strict laws and regulations that force companies and factories in Egypt to develop sustainability marketing strategies. Consumers’ attitudes were highly affected by firms' sustainable practices as well as subjective norms that led to influencing their intentions toward purchasing sustainable products.Originality/valueAlthough the topic of sustainability marketing is considered by a plenty of researchers in the academic discipline, there are no studies that have combined the main three stakeholders' roles in achieving sustainability marketing in one study. The study highlights the impact of government role and firms' role on consumers' attitudes and purchase intentions toward sustainable products, especially convenient products. This was done through the adoption of the theory of planned behavior.

scholarly journals Board and corporate social responsibility disclosure of multinational corporations

2019 ◽  
Vol 27 (1) ◽  
pp. 77-98 ◽  
Author(s):  
Hanh Thi Song Pham ◽  
Hien Thi Tran
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Multinational Corporations ◽  
Board Independence ◽  
Content Type ◽  
Csr Reporting ◽  
The One ◽  
Csr Disclosure ◽  
Corporate Social ◽  
The Impact

Purpose This paper aims to investigate the effects of board model and board independence on corporate social responsibility (CSR) disclosure of multinational corporations (MNCs). Design/methodology/approach The authors developed an empirical model in which CSR disclosure is the dependent variable and board model (two-tier vs one-tier), board independence (a proportion of independent directors on a board) and the interaction variable of board model and board independence together with several variables conventionally used as control variables are independent variables. The authors collated the panel dataset of 244 Fortune World’s Most Admired (FWMA) corporations from 2005 to 2011 of which 117 MNCs use the one-tier board model, and 127 MNCs use the two-tier board model from 20 countries. They used the random-effect regression method to estimate the empirical models with the data they collated and also ran regressions on the alternative models for robustness check. Findings The authors found a significantly positive effect of a board model on CSR disclosure by MNCs. Two-tier MNCs tend to reveal more CSR information than one-tier MNCs. The results also confirm the significant moderating impact of board model on the effect of board independence on CSR disclosure. The effect of board independence on CSR disclosure in the two-tier board MNCs tends to be higher than that in the one-tier board MNCs. The results do not support the effect of board independence on CSR disclosure in general for all types of firms (one-tier and two-tier board). The impact of board independence on CSR disclosure is only significant in two-tier board MNCs and insignificant in one-tier board MNCs. Practical implications The authors advise the MNCs who wish to improve CSR reporting and transparency to consider the usage of two-tier board model and use a higher number of outside directors on board. They note that once a firm uses one-tier model, number of IDs on a board does not matter to the level of CSR disclosure. They advise regulators to enforce an application of two-tier board model to improve CSR reporting and transparency in MNCs. The authors also recommend regulators to continue mandating publicly traded companies to include more external members on their boards, especially for the two-tier board MNCs. Originality/value This paper is the first that investigates the role of board model on CSR disclosure of MNCs.

When does uncertainty avoidance promote customer-to-customer intercultural service encounters?

2019 ◽  
Vol 36 (3) ◽  
pp. 445-463 ◽  
Author(s):  
Nabil Ghantous ◽  
Amro A. Maher
Keyword(s):  
Structural Equation ◽  
Perceived Discrimination ◽  
Uncertainty Avoidance ◽  
Equation Modeling ◽  
Service Encounters ◽  
Content Type ◽  
National Identification ◽  
Service Environments ◽  
The One ◽  
The Impact

Purpose Previous literature has reported inconsistent findings regarding the impact of uncertainty avoidance (UA) on intercultural experiences. This includes positive, negative and insignificant associations between UA on the one hand and cosmopolitanism or comfort with intercultural service encounters (ICSE) on the other hand. The purpose of this paper is to participate in addressing these contradictions. More specifically, this study examines how UA affects expatriate cosmopolitanism as well as approach of service environments patronized by local customers by introducing two moderators: national identification and perceived discrimination. Design/methodology/approach The authors propose a conceptual model based on the results of a literature review. The authors test it with survey data collected from Indian expatriates (n=341) living in Qatar, using structural equation modeling. Findings The results corroborate the moderating role of national identification. Under low identification, expatriate consumers engage in a prospective form of uncertainty management, leading them to adopt a more cosmopolitan stance. Under high identification, their uncertainty plays an inhibitory role, reducing their cosmopolitanism and negatively affecting their approach of service places patronized by local consumers. Perceived discrimination did not moderate the impact of UA as expected on either cosmopolitanism or approach. Originality/value This paper extends the prior research on UA by testing how two moderators could activate either a prospective or an inhibitory form of uncertainty. It also contributes to research on ICSE, by focusing on customer-to-customer interactions in a multicultural marketplace.

Sharing tourism experiences in social media

2017 ◽  
Vol 29 (1) ◽  
pp. 179-225 ◽  
Author(s):  
Marios D. Sotiriadis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Academic Research ◽  
Online Reviews ◽  
Content Type ◽  
Main Research ◽  
Research Themes ◽  
Consumer Perspective ◽  
Use Of Social Media ◽  
The Impact

Purpose The purpose of this paper is twofold: to perform a synthesis of academic research published between 2009 and 2016 regarding the changes in tourism consumer behavior brought about by the use of social media (SM); and to suggest a set of strategies for tourism businesses to seize opportunities and deal with resulting challenges. Design/methodology/approach A volume of 146 peer-reviewed journal articles were retrieved from two major databases. Content analysis of this academic research has been performed, exploring the effects of online reviews on tourism consumers and providers. Findings The content analysis identified three main research themes that were investigated by scholars and classified into two major categories, namely, consumer perspective and provider perspective: the antecedents (factors motivating and influencing tourists); the influence of online reviews on consumer behaviour; and the impact of these reviews on tourism businesses (providers’ perspective). Research limitations/implications This study is based on a literature review and outcomes reported by previous studies; hence, the suggestions are indicative rather than conclusive. Some publication sources were not included. Practical implications This paper suggests a range of adequate strategies, along with operational actions, formulated for industry practitioners in the fields of management and marketing. Originality/value It provides an update of the state of published academic research into SM and an integrated set of management and marketing strategies for tourism providers in seizing the opportunities and dealing with the challenges raised in a digital context.

Implementing capabilities-based quality management and marketing strategies to improve business performance

2016 ◽  
Vol 33 (8) ◽  
pp. 1124-1137 ◽  
Author(s):  
Satish Mehra ◽  
Joshua T. Coleman
Keyword(s):  
Quality Management ◽  
Marketing Strategy ◽  
Organizational Performance ◽  
Management Practices ◽  
Retail Banking ◽  
Marketing Strategies ◽  
Content Type ◽  
Quality Management Practices ◽  
Study Results ◽  
The Impact

Purpose The purpose of this paper is to study the impact of successfully coordinating infrastructural capabilities, such as technology, and structural capabilities, such as people, on the performance of service businesses. Effective coordination of these two types of capabilities is shown to impact the implementation of quality management practices and the design of marketing strategy, both of which when utilized properly, lead to enhanced organizational performance. Design/methodology/approach The authors surveyed retail banking firms for this study to analyze empirical data on infrastructural and structural capabilities. Results were corroborated on the basis of in-depth interviews with several banking managers to provide real world verification of the findings. Findings Results indicate that both infrastructural and structural capabilities positively impact the design of marketing strategy, while only structural capabilities impact the implementation of quality management practices. Both, successfully implemented quality management ideals and a well-designed marketing strategy, are shown to enhance overall organizational performance. Research limitations/implications Research was conducted on a specific sector of the service industry, the banking sector. Also, the relatively small size of the study sample may have impacted the outcome of research applicability in some large businesses. Continuously emerging financial regulations could not be incorporated in the study. On the positive side, strong managerial feedback provides guidance toward adopting the study results, and lays the foundation for future research. Originality/value As today’s rapidly evolving society pushes people out of service encounters, replacing them with efficient and cost-saving technology, roles of both the people and the technology in an organization must be fully understood. This paper shows that, despite the exponential growth of technological innovation, both people and technology are critical to enhancing organizational performance through sound quality management practices and supportive marketing strategies.

A literature review exploring the role of technology in business survival during the Covid-19 lockdowns

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Salma S. Abed
Keyword(s):  
Literature Review ◽  
Small Businesses ◽  
Design Methodology ◽  
Human Life ◽  
Critical Role ◽  
Business Survival ◽  
Content Type ◽  
The Impact ◽  
Business Sectors

Purpose The Covid-19 pandemic has affected every aspect of human life. Even though the pandemic length was not too long, a huge volume of research relating to Covid-19 has been published in different contexts. This paper aims to review the literature investigating the impact of Covid −19 on businesses generally and explore studies examining the technology role of business survival during the Covid-19 lockdowns specifically. Design/methodology/approach This study implemented the concept of a systematic review approach to review the literature that has been conducted in the business field during the Covid-19 crisis in general. Additionally, it looks into the research examining the role of technology in business survival in the Covid-19 crisis specifically. All studies were conducted in 2020. A total of 53 studies were identified and categorised into different themes. The research methods, theories and locations have also been analysed. Findings It was found that Covid-19 pandemic has affected all business sectors in several ways. Technology adoption has a critical role for business survival during the Covid-19 crises especially with small businesses. Very limited research has been conducted on the adoption of different technologies during the Covid-19 lockdowns. Originality/value This study presents the most frequent themes and topics that have been explored in the literature during the Covid-19 crisis in the business field. It highlights the methods used in addition to the theories and research locations present in this literature. Finally, it proposes the possible implications of this literature review.

scholarly journals The role of industries’ environmental reputation and competitive intensity on sustainability marketing strategy

2019 ◽  
Vol 23 (1) ◽  
pp. 3-24
Author(s):  
Mohammad Taherdangkoo ◽  
Beikpour Mona ◽  
Kamran Ghasemi
Keyword(s):  
Marketing Strategy ◽  
Structural Equation ◽  
Environmental Concern ◽  
Customer Segmentation ◽  
Influential Factors ◽  
Marketing Strategies ◽  
Competitive Intensity ◽  
Content Type ◽  
Adoption And Implementation ◽  
The Impact

Purpose This paper aims to highlight a model of industry drivers (industries’ environmental reputation and competitive intensity) that affect the sustainability marketing strategy segmentation, targeting and positioning based on customers’ environmental concern and explore the circumstances under which such a strategy affects performance. Design/methodology/approach The authors examined 64 Iranian export companies, which adopted sustainability marketing strategies across seven different industries. Achieved data are analyzed using a structural equation model methodology. Findings The results indicate that industries’ environmental reputation is positively related to the sustainability marketing strategies based on customers’ environmental concern and leads to superior financial and market performance. They also posit that competitive intensity has no significant effect on sustainability marketing strategies. Research limitations/implications This study specifically examines the impact of industry drivers on sustainability marketing strategy and performance. Logically, there might be other factors affecting the sustainability or other value dimensions that are not addressed in this study. Practical implications This paper provides some understanding of how organizations strength their sustainability marketing strategy, and they have to consider what factors to adopt such strategy. This paper also facilitates a better understanding of the customers’ needs and concern as a factor influencing sustainability marketing strategy adoption and implementation. Identifying the customer segmentation and market targeting based on the industry’s environmental can lead to the business will normally tailor the marketing mix (4Ps) with the needs and expectations of the target in mind. Originality/value This paper strengthens the effect of environmental concern of customer to understand what influences the success of the sustainability marketing adoption and implementation by investigating the most influential factors such as industries’ environmental reputation and competitive intensity.

How does mobile social media affect knowledge sharing under the “Guanxi” system?

2020 ◽  
Vol 24 (6) ◽  
pp. 1343-1367 ◽  
Author(s):  
Xi Zhang ◽  
Jiaxin Tang ◽  
Xin Wei ◽  
Minghui Yi ◽  
Patricia Ordóñez
Keyword(s):  
Social Media ◽  
Knowledge Sharing ◽  
New Product Development ◽  
Negative Impact ◽  
Negative Influence ◽  
Content Type ◽  
Close Cooperation ◽  
The One ◽  
Explicit And Implicit Knowledge ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of mobile social media functions on explicit and implicit knowledge sharing under the “Guanxi” system based on the framework of stimulus–organism–response (SOR). Design/methodology/approach Combined with Guanxi theory, this paper designs an experiment to collect data from the new product development (NPD) teams. Findings Interestingly, the results show that the effect of social media communication function on employees is greater than the impact of collaboration on employees. Specifically, on the one hand, the more employees communicate in social media, the better their feelings will be, the less they will share knowledge. On the other hand, the collaboration function has a significantly negative impact on the psychological factors of employees. Excessively close cooperation and contact may instead create a contradiction between the employees, which is not conducive to the occurrence of knowledge sharing. Originality/value This paper extends SOR framework by combining Guanxi theory to examine the relationship between social media functions and knowledge sharing behavior (KSB). In practical, companies should pay attention to the frequency of employee using social media when it is introduced for NPD teams to control the negative influence of social media functions on employee KSB.

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