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.

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.

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.

The collective consumption network

2014 ◽  
Vol 24 (6) ◽  
pp. 545-564 ◽  
Author(s):  
Elina Närvänen ◽  
Evert Gummesson ◽  
Hannu Kuusela
Keyword(s):  
Social Relations ◽  
Participant Observation ◽  
Case Study Research ◽  
Weak Links ◽  
Data Generation ◽  
Content Type ◽  
Face To Face ◽  
Heterogeneous Consumption

Purpose – The purpose of this paper is to introduce a network perspective to the study of collective consumption. The authors examine the characteristics of heterogeneous consumption collectives formed around a Finnish footwear brand. The case is both theoretically and practically relevant. It differs from previous research by featuring consumer grassroot activities, face-to-face interaction and strong pre-existing social relationships. Design/methodology/approach – Qualitative case study research was conducted with different methods of data generation including interviews, participant observation and cultural materials such as newspaper articles and photos. Findings – A new concept of collective consumption network is introduced. Five kinds of consumption collectives are identified, including place focussed, brand focussed, activity focussed, idea focussed and social relations focussed consumption collectives. The strength of ties as well as the role of the brand varies within the collectives. Practical implications – Suppliers should find an appropriate network position, where they can enable and support shared value creation. Developing skills to identify and cultivate weak links as well as mobilize resources are important. Originality/value – The findings illustrate the heterogeneity and complexity of collective consumption. In particular, the paper discusses the way self-organizing and emergent consumption collectives and the supplier interact and integrate resources within the network.

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.

Champions of gender equality: female and male executives as leaders of gender change

2015 ◽  
Vol 34 (1) ◽  
pp. 21-36 ◽  
Author(s):  
Jennifer Anne de Vries
Keyword(s):  
Gender Equity ◽  
Participant Observation ◽  
Theory And Practice ◽  
Social Constructionist ◽  
Female Leaders ◽  
Male And Female ◽  
Content Type ◽  
Partnership Model ◽  
And Gender ◽  
Gender Change

Purpose – The purpose of this paper is to examine male and female executives as leaders “championing” gender change interventions. It problematizes current exhortations for male leaders to lead gender change, much as they might lead any other business-driven change agenda. It argues that organizational gender scholarship is critical to understanding the gendered nature of championing. Design/methodology/approach – This paper draws on a feminist qualitative research project examining the efficacy of a gender intervention in a university and a policing institution. Interviews with four leaders have been chosen from the larger study for analysis against the backdrop of material from interviewees and the participant observation of the researcher. It brings a social constructionist view of gender and Acker’s gendering processes to bear on understanding organizational gender change. Findings – The sex/gender of the leader is inescapably fore-fronted by the gender change intervention. Gendered expectations and choices positioned men as powerful and effective champions while undermining the effectiveness of the woman in this study. Research limitations/implications – Further research examining male and female leaders capacity to champion gender change is required. Practical implications – This research identifies effective champion behaviors, provides suggestions for ensuring that gender equity interventions are well championed and proposes a partnership model where senior men and women play complementary roles leading gender change. Originality/value – This paper is of value to practitioners and scholars. It draws attention to contemporary issues of leadership and gender change, seeking to bridge the gap between theory and practice that undermines our change efforts.

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.

Development of a sustainable brand identity model: fostering the implementation of SDGs in the Brazilian power sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Adriana Cristina Ferreira Caldana ◽  
Marina Lourenção ◽  
Caroline Krüger ◽  
Adriana Fiorani Pennabel ◽  
Neusa Maria Bastos Fernandes dos Santos
Keyword(s):  
Identity Management ◽  
Participant Observation ◽  
Model Development ◽  
Brand Identity ◽  
Marketing Theory ◽  
Power Sector ◽  
Content Type ◽  
Theoretical Contribution ◽  
Identity Model ◽  
Practical Implications

PurposeThis study aims to develop a sustainable brand identity model to help organizations align their managerial practices to sustainable development goals (SDGs) and examine its applicability for a Brazilian electrical sector company.Design/methodology/approachA systematic qualitative review of the literature was carried out to provide a theoretical basis for the attributes chosen to compose the sustainable brand identity management (SBIM) model. To apply the model, the authors collected the data from internal and public domain documents, semi-structured in-depth interviews and non-participant observation of the company's work environment.FindingsThe first SBIM model was developed. The Brazilian power sector company implemented sustainable actions related to most of the models' attributes, contributing to the SDGs. A research agenda was presented.Research limitations/implicationsThe theoretical contribution is provided toward brand identity and sustainability literature with the sustainable brand identity model development and the conceptual explanation regarding its attributes.Practical implicationsThe practical implications are provided from the model application to an electrical company leading to some managerial suggestions that might be used to companies willing to align their practices to sustainability.Originality/valueThe studies on SDG and brand identity models were analyzed in order to create the first SBIM model. This article extends the concept of the brand identity of marketing theory by linking its core to sustainability actions, so far not addressed in academic studies.

Priceless time – The UHNWI's most precious possession: implications for international marketing theory and practice

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Philipp ‘Phil’ Klaus ◽  
JungKun Park ◽  
Annalisa Tarquini-Poli
Keyword(s):  
International Marketing ◽  
Theory And Practice ◽  
Value Of Time ◽  
Purchasing Behavior ◽  
Content Type ◽  
Net Worth ◽  
Target Segment ◽  
Luxury Marketing ◽  
Context Specific ◽  
What Matters

PurposeTraditionally, international luxury marketing highlights possible disparities of cultural and value perception. The context-specific nature of traditional international luxury marketing, which ranges from educational and cultural to financial and offering-based variations, delivers little guidance to managers in the field regarding how to cater best to their highest target segment. The study aims to exemplify the relevance of global consumer culture (GCC) theory for the ultra-high-net-worth-individual (UHNWI) context. The authors' research on UHNWIs maps the DNA, so to speak, of the UHNWI customer experience (CX) by determining what drives UHNWI purchasing behavior independent of background – in other words, what matters most to this exclusive consumer segment.Design/methodology/approachInterviewing 15 UHNWIs using a means-end approach and incorporating the emerging consensus technique (ECT), the authors explored the CX of UHNWIs leading to their purchasing decisions.FindingsThe authors' analysis reveals the three main constituents of the UHNWI CX: the value of time, expectation mismanagement and the utilitarian nature of luxury. The findings highlight that UHNWIs see traditional luxury as a necessity rather than a luxury and value different factors, such as time, much more highly. The findings highlight the UHNWI homogenous nature, connecting GCC to purchasing behavior.Practical implicationsThe authors' study delivers empirical evidence of what matters most to the UHNWI segment and drives their purchasing behavior. The authors are questioning existing luxury segmentation strategies and lay out a clear guidance on how to design and deliver effective and efficient marketing, sales and communications strategies for the elusive UHNWI segment. The research highlights that it is the experience and the three main dimensions, namely expectation mismanagement, luxury as a utility and the value of time. Following UHNWI CX DNA framework will allow luxury companies to build their marketing and client acquisition efforts on a solid understanding of what matters most to the UHNWI target segment.Originality/valueThe study highlights the commonalities of UHNWIs in terms of what matters most to them. Based on this, the authors develop a UHNWI CX DNA. The authors propose that traditional context-specific differences upheld by international marketing researchers might not apply to the UHNWI segment. The authors deliver evidence that UHNWI are an excellent example of the applicability of GCC theory. The only difference in perception the authors noticed was between CX evaluations of self-made UHNWIs and those who inherited their wealth in an otherwise homogenous segment.

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.

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