Internationalization and relationship marketing: an introduction

2014 ◽  
Vol 26 (3) ◽  
pp. 238-253 ◽  
Author(s):  
Morteza Khojastehpour ◽  
Raechel Johns
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Foreign Market ◽  
Internationalization Process ◽  
Content Type ◽  
Extant Literature ◽  
Internationalization Strategy ◽  
Two Stages ◽  
Practical Implications

Purpose – This paper aims to integrate the concepts of the internationalization process and relationship marketing (RM). It identifies two stages for internationalization (pre-internationalization and post-internationalization) and assigns RM components for each step. Design/methodology/approach – The study undertakes a review and synthesis of the extant literature examining internationalization and RM. It then identifies two stages of the internationalization process and its steps, associated with RM components. Findings – The study highlights that each step in the internationalization process requires appropriate RM component to be implemented successfully. Practical implications – Findings of this study highlight the importance of managing internationalization for firms intending to enter to foreign market and identify the issues that need to be understood, if firms are to effectively manage their internationalization strategy. Originality/value – The paper is the first to integrate the concepts of internationalization and RM and to identify the factors that make managing these two types of firm's strategy.

scholarly journals Internationalization process through an opportunity lens

2018 ◽  
Vol 53 (3) ◽  
pp. 422-440
Author(s):  
Sérgio Rezende ◽  
Kátia Galdino ◽  
Bruce Lamont
Keyword(s):  
Design Methodology ◽  
International Entrepreneurship ◽  
Foreign Market ◽  
Internationalization Process ◽  
Foreign Markets ◽  
Statistical Validation ◽  
Content Type ◽  
Embedded Case Study ◽  
Practical Implications

Purpose The purpose of this paper is to establish a conversation between international business and international entrepreneurship literatures by analyzing if and how international opportunities are related to the internationalization process of the firm. Design/methodology/approach This paper reports finding from a backward-looking longitudinal, qualitative, embedded case study of an internationalized Brazilian firm, covering all 13 foreign markets where the firm has operated over 18 years. Findings Modal shifts within foreign markets were rare. Over time, the firm learned how to refine, rather than change, the servicing modes within each foreign market; it also learned how to better develop internal and exploitative opportunities, manage a portfolio of servicing modes across foreign markets, and use more complex mode servicing packages. Overall, international opportunities and the internationalization process of the firm were inextricably connected. Research limitations/implications The authors acknowledge limitations related to the statistical generalizability of the research method and suggest that statistical validation is needed as the research on opportunities and the internationalization process of the firm progresses. Practical implications Internationalizing firms should carefully consider the choice of entry mode in foreign markets. They should also understand that learning is not necessarily associated with change. Originality/value The authors show that the internationalization process of a traditional firm can be analyzed through an opportunity lens. This means associating characteristics of international opportunities with mode continuation and modal shifts in all foreign markets where the firm operates.

Toward better theory on the relationship between commitment, participation and leadership in unions

2012 ◽  
Vol 33 (8) ◽  
pp. 715-731 ◽  
Author(s):  
Gregor Gall ◽  
Jack Fiorito
Keyword(s):  
Design Methodology ◽  
Academic Research ◽  
Critical Assessment ◽  
Future Research ◽  
Research Needs ◽  
Union Commitment ◽  
Content Type ◽  
Extant Literature ◽  
The Relationship ◽  
Practical Implications

PurposeThe aim of this paper is to give a critique of the extant literature on union commitment and participation in order to develop remedies to identified weaknessesDesign/methodology/approachThe paper uses a critical assessment of extant literature.FindingsA number of critical deficiencies exist in the literature to which remedies are proposed.Research limitations/implicationsThe remedies need testing through empirical research.Practical implicationsFuture research needs to have different research foci and questions.Social implicationsWith a reorientation of future research on union commitment, participation and leadership, unions may be better able to benefit from academic research in the area.Originality/valueThe paper suggests that a reorientation of future research on union commitment, participation and leadership will allow more incisive and more robust contributions to be made to understanding unions as complex social organisms.

scholarly journals Resource integration for co-creation between marketing agencies and clients

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1329-1354 ◽  
Author(s):  
Tim Hughes ◽  
Mario Vafeas ◽  
Toni Hilton
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Resource Integration ◽  
Marketing Theory ◽  
Content Type ◽  
Integration Approach ◽  
Resource Enhancement ◽  
Operant Resources ◽  
Business To Business ◽  
Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

The anatomy of the inconspicuous luxury fashion experience

2018 ◽  
Vol 22 (1) ◽  
pp. 129-156 ◽  
Author(s):  
Marian Makkar ◽  
Sheau-Fen Yap
Keyword(s):  
Consumer Behavior ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Exploratory Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Starting Point ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

Brand-reseller representative relationship for enablement: a research agenda

2020 ◽  
Vol 23 (4) ◽  
pp. 679-695
Author(s):  
Suraksha Gupta ◽  
Len Tiu Wright
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Qualitative Methodology ◽  
Theory And Practice ◽  
Content Type ◽  
Emotional Aspect ◽  
Temporal Aspects ◽  
Research Questions ◽  
Business To Business ◽  
Practical Implications

Purpose The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements. Design/methodology/approach It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India. Findings Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks. Practical implications The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers. Social implications This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship. Originality/value This study offers new insights into the temporal aspects of branding for business-to-business markets.

Brand experience and brand loyalty: is it a matter of emotions?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rania B. Mostafa ◽  
Tamara Kasamani
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Mediation Effect ◽  
Brand Experience ◽  
Experiential Marketing ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.Design/methodology/approachThe study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.FindingsThe findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.Practical implicationsTo achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.Originality/valueIn contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

scholarly journals Charting relationship marketing practice: it really didn’t emerge in the 1970s

2015 ◽  
Vol 7 (4) ◽  
pp. 486-508 ◽  
Author(s):  
Mark Tadajewski
Keyword(s):  
Twentieth Century ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Level Of Detail ◽  
Historical Period ◽  
Marketing Practice ◽  
Content Type ◽  
The Usa ◽  
History Of ◽  
Practical Implications

Purpose – This paper aims to provide a history of relational perspectives in marketing practice from the nineteenth through to the twentieth century. Design/methodology/approach – This paper engages in a systematic reading of published histories of retailing practice using the key attributes of transaction and relationship marketing as a conceptual framework to interrogate whether earlier practitioners were committed to either approach. Findings – This paper supplements the studies conducted in other domains that undermine the idea that relational practices were rejected in favor of transaction-type approaches during the industrialization of the USA and Canada. Practical implications – The content of this paper provides textbook authors with a means to fundamentally revise the way they discuss relationship marketing. It has a similar pedagogic utility. Originality/value – This paper studies the writings of practitioners known to be pioneers of retailing to unravel their business philosophies, comparing and contrasting these to known attributes of relationship marketing. It deals with an historical period that has not previously been studied in this level of detail by marketing historians.

Forces influencing the speed of internationalisation

2016 ◽  
Vol 23 (1) ◽  
pp. 122-148 ◽  
Author(s):  
Henry Langseth ◽  
Michele O'Dwyer ◽  
Claire Arpa
Keyword(s):  
Product Innovation ◽  
Design Methodology ◽  
Foreign Market ◽  
International Markets ◽  
Tie Strength ◽  
Research Approach ◽  
Market Knowledge ◽  
Content Type ◽  
Global Vision ◽  
Practical Implications

Purpose – This study applies Oviatt and McDougall’s (2005) model of forces influencing the speed of internationalisation to small, export oriented enterprises. The purpose of this paper is to explore the significance of the forces enabling, motivating, mediating and moderating internationalisation in small and medium-sized enterprises (SMEs), and the manner in which these forces manifest themselves in the market. Design/methodology/approach – A qualitative research approach utilising eight case studies within Norway and Ireland was adopted in order to facilitate theory building required for this study. Findings – The findings demonstrate that four forces in particular are found to be strongly significant to the speed of internationalisation among the case SMEs: the enabling force of technology, the mediating force of entrepreneurial actor perceptions/owner-managers’ global vision and the moderating forces of foreign market knowledge and tie strength in networks. Practical implications – The empirical evidence has several implications for managers and policy regarding influencing the speed of internationalisation process. The enabling force (technology) has implications for government in their support of the SME macro environment. The motivating force (competition) has implications for government, in understanding what motivates entrepreneurs to enter international markets. The two moderating forces (foreign market knowledge and network tie strength) have implications for managers and can be leveraged through product innovation, increased focus on intellectual property rights for better protection against copycats, and through active and deliberate international networking. Originality/value – The paper suggests adjustments to Oviatt and McDougall’s (2005) model, permitting researchers to gain an in-depth understanding of the complex reality of SME internationalisation.

scholarly journals Figuratively speaking: of metaphor, simile and metonymy in marketing thought

2018 ◽  
Vol 52 (1/2) ◽  
pp. 328-347 ◽  
Author(s):  
Stephen Brown ◽  
Roel Wijland
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Empirical Investigation ◽  
Alternative Interpretation ◽  
Marketing Theory ◽  
Marketing Practice ◽  
Content Type ◽  
Figures Of Speech ◽  
Reflective Essay ◽  
Practical Implications

Purpose Much has been written about metaphor in marketing. Much less has been written about simile and metonymy. It is widely assumed that they are types of metaphor. Some literary theorists see them as significantly different things. If this is the case, then there are implications for marketing theory and thought. Design/methodology/approach In keeping with literary tradition, this paper comprises a wide-ranging reflective essay, not a tightly focussed empirical investigation. A combination of literature review and conceptual contemplation, it challenges convention by “reading against the grain”. Findings The essay reveals that, far from being part of metaphor’s supporting cast, simile and metonymy are stars in themselves. With the aid of three concise cases-in-point – relationship marketing (RM), the consumer odyssey (CO) and Kotler’s generic concept (GC) – the authors present an alternative interpretation of their conceptual contribution and continuing importance. Practical implications Marketing management is replete with metaphorical speculation (positioning, warfare, myopia and more). The shortcomings of such figures of speech are rarely spelled out, much less foregrounded. By raising figurative consciousness, marketing practice is furthered. Originality/value As similes and metonymies are rarely spoken about in marketing scholarship, the study starts a much-needed conversation. It raises the issue of marketing’s figurative foundations and, in so doing, offers further scope for future debate.

scholarly journals What geographical scope works best for rapidly internationalizing SMEs?

2019 ◽  
Vol 34 (6) ◽  
pp. 1194-1202
Author(s):  
Sara Melén Hånell ◽  
Emilia Rovira Nordman
Keyword(s):  
Design Methodology ◽  
Regional Strategy ◽  
Longitudinal Case Study ◽  
Unified Framework ◽  
Market Knowledge ◽  
Content Type ◽  
Internationalization Strategy ◽  
Geographical Scope ◽  
Practical Implications

Purpose This paper aims to explore the benefits of a regional internationalization strategy and investigate how a rapidly internationalizing SME’s development of market knowledge relates to this strategy. Design/methodology/approach After a brief overview of the literature on international SMEs, the internalization approach and the IP-approach, a case study is introduced and analyzed. Findings The case findings illustrate that market knowledge steers the investigated firm to follow a regional approach of operations. The regional strategy lessens perceived risks, saves costs and generates sufficient knowledge about one market at a time. Practical implications It is important for managers in rapidly internationalizing SMEs and for policymakers to recognize the benefits of supporting regional orientation initiatives for enhancing these firms’ internationalization. Originality/value This paper presents a longitudinal case study that contributes to further the understanding and insights into the operations of born regionals. By probing deeper into the ideas provided by the internalization approach, the IP-approach and research about international SMEs, the study contributes with a unified framework for understanding the benefits for rapidly internationalizing SMEs to operate on a regional scope.

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