scholarly journals Establishing the scope of marketing practice: insights from practitioners

2014 ◽  
Vol 48 (1/2) ◽  
pp. 380-404 ◽  
Author(s):  
Sally Dibb ◽  
Cláudia Simões ◽  
Robin Wensley
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Qualitative Interviews ◽  
Marketing Mix ◽  
Future Research ◽  
Marketing Practice ◽  
Content Type ◽  
Future Research Agenda ◽  
Marketing Planning ◽  
Practical Implications

Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out. Design/methodology/approach – The study uses mixed methods, involving qualitative document analysis, qualitative interviews and a quantitative managerial survey. Findings – The findings reveal consistency in the views of academics and practitioners across the following disaggregated elements of practice: stakeholder and relationship marketing, customer analysis, marketing-mix management/marketing planning, and the centrality of customers. However, when these themes are integrated into broader categories of practice, the activities are parceled and prioritized in different ways by the different data sources. Practical implications – The findings have implications for how marketing is practiced and taught and for the future research agenda. Originality/value – This study considers the functional practices within marketing and clarifies the scope of marketing practice.

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.

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 Ports, peripherality and concentration – deconcentration factors: a review

2018 ◽  
Vol 3 (4) ◽  
pp. 375-393 ◽  
Author(s):  
Bahana Wiradanti ◽  
Stephen Pettit ◽  
Andrew Potter ◽  
Wessam Abouarghoub
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Maritime Industry ◽  
Port Development ◽  
Content Type ◽  
Future Research Agenda ◽  
Port Facilities ◽  
Narrative Literature ◽  
Narrative Literature Review ◽  
Practical Implications

PurposeThe purpose of this paper is to review the literature on peripheral ports, hub ports and concentration – deconcentration factors. This is an issue, as investments in port development in more peripheral locations are challenging due to the difficult financial situation currently faced by the maritime industry.Design/methodology/approachThis paper presents a narrative literature review focusing on peripherality in the context of seaports and transport. Moreover, it gathers the reasons why ports concentrate–deconcentrate, and how these factors evolve over time.FindingsThis paper develops a future research agenda for peripheral ports.Practical implicationsThe paper provides insights for ports in developing countries in their efforts to upgrade their port facilities and infrastructure.Originality/valueThis paper contributes to the research on ports in peripheral locations which have been under studied compared to larger hub ports.

Exploring the interface of relationship marketing and export performance

2019 ◽  
Vol 21 (2) ◽  
pp. 126-148
Author(s):  
Abdel Hafiez Ali Hasaballah ◽  
Omer Faruk Genc ◽  
Osman Bin Mohamad ◽  
Zafar U. Ahmed
Keyword(s):  
Theoretical Model ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Export Performance ◽  
Future Research ◽  
Comprehensive Model ◽  
Content Type ◽  
Proposed Model ◽  
Theoretical Paper ◽  
Practical Implications

Purpose The purpose of this study is to develop a comprehensive model that explains the influence of different relational variables on export performance and the interaction between those relational variables. Design/methodology/approach This is a theoretical paper building upon the relational variables and export performance literatures. Findings A theoretical model was developed based on the existing studies and findings. In the proposed model, relational outcome variables mediate the effect of relational contextual variables on export performance. Research limitations/implications The model developed in this study opens new avenues for future research because it provides a different perspective on how relational variables interact with each other in terms of their impact on export performance. Practical implications Relational variables have great importance for firms’ export performance. This study provides a framework about how these variables affect export performance, which should be taken into consideration in firms’ strategies and decisions with regard to the relations with partners. Originality/value Despite the consensus about the importance of relational variables, the evidence is mixed with regard to the way they affect export performance. With the proposed model, this study aims to fill this gap by providing a framework that explains how relational variables interact with each other and how they affect export performance.

scholarly journals Reconciling and reconceptualising servitization research: drawing on modularity, platforms, ecosystems, risk and governance to develop mid-range theory

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mark Johnson ◽  
Jens K. Roehrich ◽  
Mehmet Chakkol ◽  
Andrew Davies
Keyword(s):  
Design Methodology ◽  
Theory Development ◽  
Future Research ◽  
Content Type ◽  
Future Research Agenda ◽  
Product Service ◽  
Research Themes ◽  
Range Theory ◽  
Product Service Systems ◽  
Practical Implications

PurposeThis research bridges disparate research on servitization, namely product–service systems (PSS) and integrated solutions (IS), to provide valuable insights for the progression of the field. It acts as a reconciliation of these research streams and offers a reconceptualised agenda incorporating recent research on platforms, ecosystems, modularity, risk and governance as key conceptual themes to synthesise and build theory.Design/methodology/approachThis is a conceptual, theory development article focused on advancing thinking on servitization by identifying systematic and theoretically informed research themes. It also proposes future research opportunities to advance theoretical contributions and practical implications for servitization research.FindingsBy reviewing and synthesising extant PSS and IS research, this article identified five core themes – namely modularity, platforms, ecosystems, risks and governance. The importance of these five themes and their linkages to PSS and IS are examined and a theoretical framework with a future research agenda to advance servitization is proposed.Originality/valueThis paper considers the similarities and differences between PSS and IS in order to develop a theory and to reconcile formerly disparate research efforts by establishing linkages between core themes and identifying valuable synergies for scholars. The importance of the core themes and current gaps within and across these themes are shown, and a mid-range theory for servitization is positioned to bridge the servitization-related PSS and IS communities.

Bridging advertising practitioner theories and academic theories on how to communicate effectively with men and women

2019 ◽  
Vol 22 (3) ◽  
pp. 325-343
Author(s):  
Kasey Windels
Keyword(s):  
Design Methodology ◽  
Qualitative Interviews ◽  
Academic Research ◽  
Shared Knowledge ◽  
Future Research ◽  
Men And Women ◽  
Content Type ◽  
Emotional Appeals ◽  
Research Gap ◽  
Practical Implications

Purpose The purpose of this paper is to understand advertising practitioners’ theories on how to communicate effectively with men and women via advertising. Further, comparisons are made between practitioners’ theories and academic research. Design/methodology/approach Qualitative interviews were conducted with 39 US advertising practitioners. Findings Many professionals believed women preferred other-oriented messages, while men preferred self-oriented messages. They believed women were comprehensive processors, while men were less engaged with advertising messages. They believe men preferred slapstick humor and factual messages, while women preferred emotional appeals. Research limitations/implications Comparisons between practitioners’ perspectives and the academic research reveal that practitioners’ theories often correspond to academic theories and empirical data. Relationships with the selectivity hypothesis are explored in depth. Suggestions are made to extend existing theory to test practitioners’ theories. Practical implications This study helps to bridge the academician-practitioner gap, which helps academics understand practitioners, communicate with them and develop shared knowledge. Originality/value This study fills a research gap in understanding practitioners’ theories of how to communicate with men and women. A key contribution of the research is a comparison of practitioner theories with academic research to note points of agreement and disagreement, bridge the gap and offer suggestions for future research.

scholarly journals Advantages and potential challenges of data management in e-maintenance

2019 ◽  
Vol 25 (3) ◽  
pp. 378-396 ◽  
Author(s):  
Arian Razmi-Farooji ◽  
Hanna Kropsu-Vehkaperä ◽  
Janne Härkönen ◽  
Harri Haapasalo
Keyword(s):  
Data Management ◽  
Design Methodology ◽  
Management Practices ◽  
Future Research ◽  
Conceptual Approach ◽  
Content Type ◽  
Different Types ◽  
Maintenance Systems ◽  
Industry Leader ◽  
Practical Implications

Purpose The purpose of this paper is twofold: first, to understand data management challenges in e-maintenance systems from a holistically viewpoint through summarizing the earlier scattered research in the field, and second, to present a conceptual approach for addressing these challenges in practice. Design/methodology/approach The study is realized as a combination of a literature review and by the means of analyzing the practices on an industry leader in manufacturing and maintenance services. Findings This research provides a general understanding over data management challenges in e-maintenance and summarizes their associated proposed solutions. In addition, this paper lists and exemplifies different types and sources of data which can be collected in e-maintenance, across different organizational levels. Analyzing the data management practices of an e-maintenance industry leader provides a conceptual approach to address identified challenges in practice. Research limitations/implications Since this paper is based on studying the practices of a single company, it might be limited to generalize the results. Future research topics can focus on each of mentioned data management challenges and also validate the applicability of presented model in other companies and industries. Practical implications Understanding the e-maintenance-related challenges helps maintenance managers and other involved stakeholders in e-maintenance systems to better solve the challenges. Originality/value The so-far literature on e-maintenance has been studied with narrow focus to data and data management in e-maintenance appears as one of the less studied topics in the literature. This research paper contributes to e-maintenance by highlighting the deficiencies of the discussion surrounding the perspectives of data management in e-maintenance by studying all common data management challenges and listing different types of data which need to be acquired in e-maintenance systems.

The identity crisis of sustainable development

2014 ◽  
Vol 11 (1) ◽  
pp. 4-15 ◽  
Author(s):  
Catalin Ratiu ◽  
Beverlee B. Anderson
Keyword(s):  
Sustainable Development ◽  
Design Methodology ◽  
Identity Crisis ◽  
Primary Data ◽  
Future Research ◽  
Clear Understanding ◽  
Content Type ◽  
The Public ◽  
Larger Sample ◽  
Practical Implications

Purpose – There are many different conceptualizations to sustainable development and these different approaches may have led to confusion amongst the public. The purpose of this paper is to explore the identities of the term and how the confused identity may be leading to problems for sustainable development efforts. Design/methodology/approach – The design is exploratory, using both secondary and primary data to understand the different sustainable development concepts. Findings – There is no consistent understanding or use of the term “sustainable development” among various groups. Research limitations/implications – Future research should include a larger sample that is more representative of people from different backgrounds and geographical areas. Practical implications – The public is generally willing to support only projects that it understands. Without a clear understanding of sustainable development, the public will be less inclined to support these efforts. Originality/value – This study examines the perceptions and understandings of the term by the general public representing different generations.

scholarly journals Islamic marketing as macromarketing

2014 ◽  
Vol 5 (1) ◽  
pp. 2-19 ◽  
Author(s):  
Djavlonbek Kadirov
Keyword(s):  
Design Methodology ◽  
Marketing Research ◽  
Future Research ◽  
Content Type ◽  
Present Discussion ◽  
Domain Specific ◽  
Means And Ends ◽  
Practical Implications ◽  
Separate Discipline ◽  
Field Of Inquiry

Purpose – The purpose of the article is to propose and develop a distinct perspective in Islamic marketing research through fusing the Islamic paradigm and the macromarketing theory. Design/methodology/approach – This is a conceptual article that is based on intellectualising and reflecting on differences in understanding what marketing is and what role it plays in society. Findings – The article reveals some commonality of purpose between the macromarketing discipline and Islamic macromarketing, while the latter field of inquiry offers a unique outlook to a number of domain-specific issues. Research limitations/implications – The characterisation of Islamic macromarketing will open new avenues for future research and will make researchers more theoretically sensitive to ontological and epistemological assumptions that underlie marketing investigations. The limitation of the present discussion is that Islamic macromarketing may not have yet emerged as a separate discipline. Additionally, research on genuinely macromarketing issues in Islamic contexts is very sparse. Practical implications – Muslim practitioners and managers are to realise that the means and ends of marketing are better understood if viewed from a broader perspective of marketing's impact and consequences on society. By adopting the Islamic macromarketing perspective, public, societal institutions, business stakeholders, and managers will find a better platform to cooperate on maximising the realisation of hasanah (excellence) for all. Originality/value – This article contributes to the discipline by introducing and characterising a potentially new field of marketing inquiry.

Consumers' preferences for intrinsic and extrinsic product attributes of plant-based eggs: an exploratory study in the United Kingdom and Italy

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Agnese Rondoni ◽  
Elena Millan ◽  
Daniele Asioli
Keyword(s):  
United Kingdom ◽  
Design Methodology ◽  
Future Research ◽  
Product Attributes ◽  
Product Failure ◽  
Content Type ◽  
The United Kingdom ◽  
Analysis Of Results ◽  
Method Of Production ◽  
Practical Implications

PurposePlant-based eggs have recently been developed to provide consumers with a healthier, animal-friendlier and more sustainable alternative to conventional eggs. The purpose of this paper is to investigate intrinsic and extrinsic attribute preferences for three prototypes of plant-based egg, namely the liquid, powder and egg-shaped.Design/methodology/approachNine focus groups in the United Kingdom and nine in Italy were conducted, with a total of 180 participants. A thematic analysis of results was conducted.FindingsIn terms of intrinsic product attributes, consumers' preferences for colour, shape, taste, ingredients, nutrients, method of production and shelf-life for plant-based eggs were revealed. Regarding the extrinsic attributes, preferences for price, packaging, country of origin and product naming emerged. Similarities and differences between consumers from the two countries are also discussed. Differences in preferences also emerged between vegan and non-vegan consumers.Research limitations/implicationsThis study adds to the existing knowledge on consumers' preferences for new plant-based food alternatives and identifies future quantitative approaches based on qualitative findings.Practical implicationsResults from this study can assist plant-based egg manufacturers in improving their products in line with consumers' expectations, which may help reducing risk of product failure.Originality/valueThis study is the first to investigate consumers' preferences, expectations and needs for new food products like plant-based eggs and provides information that can be practically applied by manufacturers, as well as suggestions for future research.

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