Coalition loyalty-programme adoption and urban commercial-network effectiveness evaluation

2014 ◽  
Vol 42 (9) ◽  
pp. 818-838 ◽  
Author(s):  
Ivan De Noni ◽  
Luigi Orsi ◽  
Luca Zanderighi
Keyword(s):  
Urban Areas ◽  
Dynamic Network ◽  
Theory And Practice ◽  
Evaluation Methodology ◽  
Marketing Theory ◽  
Urban Network ◽  
Content Type ◽  
Network Effectiveness ◽  
Commercial Network ◽  
Loyalty Programme

Purpose – To counter the proliferation of out-of-town shopping centres, a spontaneous or planned coalition loyalty programme (CLP), one involving most retailers in an urban network, may positively affect a town centre's capacity to entice customers and may enhance its competitiveness. The purpose of this paper is to assess the effectiveness of CLP implementation in town-centre management (TCM) as a tool for enhancing urban commercial-system attractiveness. Design/methodology/approach – The theoretical framework used in this study is supported by the evaluation methodologies of an empirical case study: the Savigliano Card project. CLP performance analysis uses a dynamic network-competitiveness index, an approach based on Laspeyres-type decomposition. The effects on each retailer's profitability are then tested by matching network and regression analyses. Findings – The results suggest that CLPs implementation in a TCM scheme can produce benefits and positive externalities for customers, retailers and urban areas. CLPs can influence a town centre's revitalisation process, improve the attractiveness of the urban commercial network and increase the profitability of private retailers by enhancing cross-selling dynamics. Practical implications – The paper provides a CLP performance-evaluation methodology and presents the benefits concerning CLP implementation in TCM strategies. Originality/value – This type of CLP is weakly exploited in marketing theory and practice; therefore, the paper provides theoretical and empirical explanations for the measurement of CLP effectiveness in TCM. In addition, it has significant implications for both practitioners and academics.

Toward advancing debates on Islamic marketing: a renewed perspective

2018 ◽  
Vol 9 (1) ◽  
pp. 152-166 ◽  
Author(s):  
Norlia Ahmad
Keyword(s):  
Human Activity ◽  
Critical Analysis ◽  
Design Methodology ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Content Type ◽  
Marketing Literature ◽  
Economic Progress ◽  
Inclusive Approach ◽  
Target Markets

Purpose The purpose of this paper is to offer a renewed perspective on the intersections of Islam and marketing. Design/methodology/approach This paper is based on Islamic marketing literature, Islam’s view on human and economic progress, insights from other marketing disciplines and phenomena that focus on treating consumers as “individuals” instead of merely target markets. It consists of an inclusive approach guided by a notion that Islamic marketing debates should not merely attempt to “see” (understand) Muslim consumers or Islamic markets but to also enhance efforts to “see” and (re)discover Islam. Findings This paper reiterates a view of Islam as both a faith and activity; it argues that this view should be the basis of critical analysis on the intersections of Islam and marketing. It also highlights the overlap between Islamic marketing and humanistic marketing, thus offers more inclusive approach to Islamic marketing debates. Based on the arguments of Islam as a deen and marketing as part of human activity, it provides further directions for critical and continuous efforts to explore the questions of “what, why and how” Islam can contribute to the advancement of marketing theory and practice. Originality/value This paper presents a renewed perspective to current debates on Islamic marketing; it stresses on the importance of building a case in which Islam has something to commit to contemporary marketing issues and problems.

Bank relationships’ contributions to SME export performance

2019 ◽  
Vol 37 (5) ◽  
pp. 1143-1164 ◽  
Author(s):  
Heléne Lundberg
Keyword(s):  
International Business ◽  
Export Performance ◽  
International Marketing ◽  
Value Added ◽  
Ordinary Least Squares ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Content Type ◽  
Study Results ◽  
Bank Marketing

Purpose The purpose of this paper is to examine to what extent, and in what ways, various types of bank support improve small and medium-sized enterprise (SME) export performance. It contributes to bank marketing and international marketing theory and practice by clarifying bank contributions to SME export performance at the firm level. Design/methodology/approach The study method is an on-site survey, encompassing 135 manufacturing Swedish SMEs. Five hypotheses are tested using ordinary least squares regression. Findings The higher the export performance, the greater the importance attributed to bank funding of international business. The importance of transaction and/or currency services provided by banks for SMEs’ ability to do business abroad was confirmed, but with the important limitation that the effect diminishes as the number of markets increases. Furthermore, the results indicate that SMEs with low export performance attach a high importance to the advisory services that banks can offer regarding international business. No significant results for knowledge sharing or support from bank contacts were found. Practical implications SME managers are encouraged to view banks as potential providers of a diverse set of value-added resources while taking into consideration that some banks will have more developed resources and support policies than others. The study results also assist banks in building effective strategies for enhancing their relationships with SME clients, as it provides detailed information on how SMEs relate different kinds of bank services to their export performance. Originality/value As the first paper to describe SME-perceived relationships between different bank services and export performance, this study informs bank marketing and international marketing theory about bank contributions to SME internationalisation.

scholarly journals Keep calm and carry on: European consumers and the development of persistent resilience in the face of austerity

2020 ◽  
Vol 54 (8) ◽  
pp. 1883-1907
Author(s):  
Isabelle T. Szmigin ◽  
Deirdre Mary O'Loughlin ◽  
Morven McEachern ◽  
Kalipso Karantinou ◽  
Belem Barbosa ◽  
...  
Keyword(s):  
Social Relations ◽  
Social Impact ◽  
Global Financial Crisis ◽  
Social Geography ◽  
Theory And Practice ◽  
Temporal Orientation ◽  
Marketing Theory ◽  
Content Type ◽  
European Consumer ◽  
The Global Financial Crisis

Purpose In the context of European consumers’ experiences of austerity, this study aims to advance current resilience theory in marketing through developing persistent resilience from a context of austerity influenced consumption. Design/methodology/approach Following an interpretivist approach, 38 face to face, in-depth interviews were conducted with European consumers from Ireland, UK, Spain, Portugal, Italy and Greece who were affected in some way by the global financial crisis. Findings Building upon limited conceptual and empirical investigations in social geography, the analysis identifies the themes of persistent stressors and temporal orientation as constants, alongside day-to-day coping, relating and pragmatism, consumer adjustment, repertoires of resistance and transformation as key elements of persistent resilience within the consumption context of austerity. Research limitations/implications The study addresses the limited theoretical and empirical focus on persistent resilience and austerity and directly contributes to consumer behaviour and marketing theory in understanding persistent resilience and its implications. Practical implications Changes to behaviours as a result of persistent resilience included reducing and stopping consumption, discount shopping, alternative consumption in the form of growing or making and mindful consumption through wastage reduction and re-use. Social implications The study highlights the significant social impact of austerity while also identifying positive outcomes for social relations among family, friends and the wider community. Originality/value This study develops and extends Golubchikov’s (2011) theory of persistent resilience through exploring European consumer responses to austerity, identifying key consumption characteristics relevant for marketing theory and practice.

The effects of mutuality in exporter-importer relationships

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Farid Ahmed ◽  
Felicitas Evangelista ◽  
Daniela Spanjaard
Keyword(s):  
Relationship Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Cross Sectional ◽  
Dyadic Data ◽  
Content Type ◽  
Central Hypothesis ◽  
Relationship Performance ◽  
The Impact

PurposeRelationship marketing has been playing an important role in the development of marketing theory and practice. Though the concept has been extensively applied in international marketing in understanding the dynamics of exporter-importer relationships, few studies have looked at dyadic data to investigate the impact of mutuality of relational variables on the exporter-importer relationships. The objective of this study is to understand the impact of mutuality of key relational variables on exporter-importer relationship performance. A dyadic model of mutuality is proposed. The model highlights the impact of balance, level and quality of perceptual bi-directionality of relational variables.Design/methodology/approachThe model was tested using dyadic data collected from exporter-importer relationships involving Australian exporters and their Southeast Asian import partners through a cross-sectional, quantitative survey. Mutuality of relationship constructs was measured using the perceptual bi-directionality (PBD) method.FindingsThe results support the central hypothesis that mutuality of relational constructs has an impact on relationship performance.Originality/valueThe study is the first to apply the perceptual bi-directionality method to measure mutuality of relational constructs in an exporter-importer setting. The study contributes to the general understanding of international business and exporter-importer relationship performance in particular.

Re-imagining marketing as societing

2018 ◽  
Vol 41 (3) ◽  
pp. 359-378 ◽  
Author(s):  
Muhammad Kashif ◽  
P.M.P. Fernando ◽  
Umair Altaf ◽  
John Walsh
Keyword(s):  
Theory And Practice ◽  
Public Image ◽  
Western World ◽  
Valuable Insight ◽  
Marketing Theory ◽  
Convenience Sample ◽  
Current Form ◽  
Content Type ◽  
Grounded Theory Method ◽  
The Masses

Purpose Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making it beneficial to the masses. The Western world is thoroughly investigated based on the opinions of public regarding marketing as a discipline. However, studies which present a non-Western consumer’s attitudes toward the role of marketing in a society are scant. This purpose of this study is to encapsulate Pakistani consumers’ understandings and attitudes toward marketing with an emphasis on their perceptions of the ethicality and transformative power of the discipline. Design/methodology/approach A purposive convenience sample of 40 professionals with diverse non-marketing backgrounds and of the widest possible demographic profile participated in in-depth, unstructured interviews. The content analysis and grounded theory method were used for the analysis. Findings Marketing is appreciated for creating product awareness and, occasionally, combating social problems, but this positive image is clouded by severely criticizing it for promoting materialism, being irritatingly pervasive and pushy, as well as for using unethical and unfair practices. Practical implications The study offers a valuable insight into the discipline’s performative and social legitimation in a fast-growing Asian economy. The authors recommend paths for a positive repositioning of the discipline that will improve its public image and enhance its potential for being recognized as a force for positive social change. Originality/value Further to enhancing our understanding of consumer attitudes toward marketing, this paper’s value lies in it being the first ever exploration of the developing country perspective. Most importantly, it contributes to a debate that could enlighten the much-needed repositioning of marketing as a discipline to make it useful for masses.

Effect of population density and network availability on deployment of broadband PPDR mobile network service

2018 ◽  
Vol 20 (1) ◽  
pp. 78-96 ◽  
Author(s):  
Matti Peltola ◽  
Heikki Hämmäinen
Keyword(s):  
Population Density ◽  
Urban Areas ◽  
Mobile Network ◽  
Critical Parameters ◽  
Service Availability ◽  
Loop Model ◽  
Network Service ◽  
Content Type ◽  
Commercial Network ◽  
Socioeconomic Benefits

Purpose The purpose of the paper is to define the best deployment alternatives for a public protection and disaster relief (PPDR) mobile network service – the implementation alternatives being either a dedicated network, a commercial network or a hybrid of the two network types. The selection criteria are based on the social benefits that the PPDR mobile service is expected to bring to society. The critical parameters are population density and service availability, which both directly relate to the socioeconomic benefits achieved by providing broadband (BB) mobile services in various demographic areas. Design/methodology/approach A causal loop model has been developed to define the socioeconomic benefits of the PPDR network, the parameters being population density, service availability, socioeconomic value of the service and the costs of the network. The network solution alternatives are studied using the Finnish PPDR network as a reference – analysing various areas of the country with differing population densities from remote, rural and more densely populated suburban and urban areas. Findings Socioeconomic value is a common measure for assessing the value of governmental investments; population density has a strong impact on the optimum deployment alternatives as the socioeconomic value is directly proportional to this variable. The flat nationwide fee of the mobile users means that the users are subsidised in sparsely populated areas – and overcharged in densely populated areas. This is the main reason why the commercial network seems to be most feasible in rural areas, whereas the dedicated network works best in urban areas. Based on the case study, the commercial network is most preferable up to the point when the population density reaches 50-125 persons/km2. After that point, the dedicated network becomes more appropriate. Proposals are being made to improve the availability of the commercial networks enabling them to serve as a PPDR network: ensuring priority functionality and a protected power supply; allowing PPDR subscribers the exclusive use of one of the 700 MHz spectrum bands in restricted, critical areas; and extending use of the existing narrowband PPDR network in areas where communication availability is crucial. Originality/value On the one hand, the financing of BB PPDR mobile networks is an unresolved issue in many countries. On the other hand, the ability of commercial BB networks to provide better quality of service is improving, making viable the alternative to subscribe for radio service from a commercial operator. Therefore, the feasibility study on how to provide an optimum mobile BB service for PPDR organisations is of real value at this time.

scholarly journals Brickbats and bouquets for marketing

2016 ◽  
Vol 50 (11) ◽  
pp. 1906-1923 ◽  
Author(s):  
Philip J. Kitchen ◽  
Jagdish N. Sheth
Keyword(s):  
Social Media ◽  
Theory And Practice ◽  
Good News ◽  
Current Status ◽  
Marketing Theory ◽  
Market Failures ◽  
Marketing Practice ◽  
Content Type ◽  
Marketing Process ◽  
Over Time

Purpose The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon the views of leading theorists over time and apply these in the current environmental context. Design/methodology/approach The approach adopted is discursive, critical and conceptual. Findings Following literature review, and drawing upon current examples, marketing as a discipline is subject to both kudos and criticisms. Nonetheless, it is concluded optimistically in that marketing can be an even greater source for societal good. That “goodness” is partly based upon the added impetus of social media adoption and use by consumers, the need for growth and accelerative innovation in the digital age coupled with the democratisation of consumption. Nonetheless, the authors offer the caveat that free competitive markets lead to market failures, and the need for market regulation by governments is becoming more evident. Research limitations/implications The implications of the paper are profound. Academics should be concerned in and involved with marketing theory. Questions need to be raised concerning non-robust definitions of marketing and its application. The authors wait for a consumer-led approach to marketing to add depth to the marketing theory. Practical implications Marketers need to be made more accountable for their actions. Consumers need to become part of the marketing process. Marketing claims need to be verified by delivered benefits. Companies need to take steps to ensure that the marketing process does not end at purchase. Satisfaction needs to be made manifest. Likewise, dissatisfactions need to be managed well as part of the marketing process. Social implications Too much marketing currently is relatively unregulated in the sense that there are so few opportunities to evade its myriad reach and – despite social media – little chance of changing marketing practice for the good of societies. Many criticisms of marketing practice are not being addressed in the literature. Originality/value Marketing is a vibrant force in all nations and markets. It is deeply rooted in business practice. It is contemporaneous and relevant. It is global and national. But, it is not entirely all good news. There are caveats and criticisms as well as kudos and praise. While both are addressed here, the topic needs to be considered for marketing and its accompanying theory and practice to change.

Retrospective: efficiency in service delivery: technological or humanistic approaches?

2016 ◽  
Vol 30 (2) ◽  
pp. 133-135
Author(s):  
Scott W. Kelley
Keyword(s):  
Service Delivery ◽  
Marketing Research ◽  
Research Area ◽  
Theory And Practice ◽  
Future Research ◽  
Marketing Theory ◽  
Research Directions ◽  
Content Type ◽  
Managerial Implications ◽  
Key Aspects

Purpose The purpose of this paper is to provide a retrospective evaluation of the findings first put forward in the article Efficiency in Service Delivery: Technological or Humanistic Approaches?, and to offer directions for further research and developments in the research area. Design/methodology/approach Research directions which emanated from the publication of the article have been examined in the light of current service(s) marketing theory and practice. As a result, promising current and future strands of research have been identified. Findings The original article examined technological and humanistic approaches to improving service delivery efficiency. In doing so, it included two services classification schemes which provided context for the managerial implications presented. The original article was published in 1989. Much has changed since then, especially with regard to technological approaches to service delivery. However, the implications included in the original article for the most part hold. Future researchers are offered a variety of possible directions to pursue in light of the changes, especially in technology, that have occurred since the publication of the original article. Originality/value The original article was highly rated and generated discussion and important further research. It has value as part of the history of service(s) marketing research. The retrospective analysis by the author gives a unique insight into processes and thinking associated with understanding key aspects that contribute to the historical development of service(s) marketing, and provides substantial food for thought for future research directions.

scholarly journals Framing hybrid exchanges in subsistence contexts

2018 ◽  
Vol 35 (4) ◽  
pp. 601-618 ◽  
Author(s):  
Fredah Gakii Mwiti ◽  
Winfred Ikiring Onyas
Keyword(s):  
Social Relations ◽  
Low Income ◽  
Participant Observation ◽  
International Marketing ◽  
Theory And Practice ◽  
Visual Methods ◽  
Marketing Theory ◽  
Content Type ◽  
International Firms ◽  
Field Note

Purpose The purpose of this paper is to deepen the understanding of subsistence exchange practices and their contribution to international marketing theory and practice. It draws on the notion of embeddedness to examine the hybrid exchange practices unfolding within subsistence communities, and between subsistence communities and (international) firms. Design/methodology/approach The paper reports two ethnographic studies conducted in low-income farming and slum communities in Uganda and Kenya, respectively. Both studies involved participant observation, interviews, field note-taking and visual methods. Findings The findings demonstrate that hybrid exchange systems prevail in subsistence contexts, supporting both market and non-market logics simultaneously. Actors remain deeply embedded in their social worlds during exchange, making it problematic to disentangle social relations from market exchanges. Research limitations/implications The study suggests implications for international firms interested in forging business partnerships with subsistence actors. It calls for international marketers to surpass the traditional marketing roles and develop competences that enable firms to meaningfully embed in subsistence contexts. Further research could explore how international marketers could develop such competences. Originality/value The paper draws from diverse exchange literature to demonstrate how subsistence actors become actively involved in shaping hybrid exchanges that (potentially) incorporate international firms. The study calls for a broader understanding of international marketing, which accounts for the embedded marketing practices entailed in serving subsistence markets. It concludes that categorizing exchanges as either economic or social is problematic as both forms co-evolve to constitute multiple levels of intra-community, local marketplace and extensive hybrid exchanges.

Services under new management: the myth of a fresh start

2020 ◽  
Vol 34 (4) ◽  
pp. 529-548
Author(s):  
Tim Jones ◽  
Susan E. Myrden ◽  
Peter Dacin
Keyword(s):  
Relevance Theory ◽  
Consumer Perceptions ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Negative Effects ◽  
Cue Utilization ◽  
Content Type ◽  
Market Signals ◽  
Reputation Effects ◽  
Practical Implications

Purpose The purpose of this study is to examine the consumer-side effects of “under new management” (UNM) signs. The authors integrate cue-utilization theory and relevance theory to guide hypotheses about the conditions under which these signs are and are not beneficial. Design/methodology/approach Two consumer-based experiments were used to examine the quality and reputation effects of restaurants signaling a management change on potential and existing customers. Findings The results suggest that positive and negative effects are possible. The direction of these effects is contingent upon consumers’ prior experience, type of service (i.e. search/experience) and the relevance of the signal. Research limitations/implications The study is limited to one industry (i.e. restaurants) and examines the effects of market signals on perceived quality and reputation. In addition, this research brought forth the notion of “signal relevance” and suggested that it may be explicitly tied to attributions. However, this assertion must examine multiple signals (relevant/irrelevant) and their contingent effects on consumer perceptions. Practical implications The findings advise businesses to use caution when using signals such as an “UNM” sign, as they appear to have different effects depending on the experience of the consumer with the service and the relevance of the signal. Originality/value This research contributes to the literature on cue utilization theory to understand the effects of marketplace cues on consumer perceptions. It contributes to marketing theory and practice by proposing a model of cue effects based on prior customer experience, type of service and cue relevance.

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