How can challenger marketers target the right customer organization? The A-C-O-W customer organization profiling matrix for challenger marketing

2019 ◽  
Vol 34 (2) ◽  
pp. 338-346 ◽  
Author(s):  
Weng Marc Lim
Keyword(s):  
Thematic Analysis ◽  
Design Methodology ◽  
Theory And Practice ◽  
Content Type ◽  
New Ideas ◽  
The Right ◽  
Business To Business ◽  
Practical Implications ◽  
Marketing Approach

PurposeThis paper aims to help challenger marketers identify and target the right customer organization.Design/methodology/approachThis paper adopts a customer organization profiling route to targeting for challenger marketing that is predicated on a thematic analysis of key findings of customer organization profiles from an international case study.FindingsThis paper introduces and explains the concepts of aggressiveness to succeed, compatibility of offerings, openness to new ideas and willingness to take action (or A-C-O-W) as components of a newly developed customer organization profiling matrix for challenger marketing.Research limitations/implicationsThe A-C-O-W customer organization profiling matrix offers a fresh conceptual outlook for targeting customer organizations using a challenger marketing approach in the contemporary business-to-business (B2B) marketplace.Practical implicationsThe A-C-O-W customer organization profiling matrix illuminates how challenger marketers can target the right customer organizations in the contemporary B2B marketplace.Originality/valueThe A-C-O-W customer organization profiling matrix is a pioneering concept for challenger marketing in B2B theory and practice.

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.

scholarly journals Revisiting the mediating effect of normative commitment in B2B bank relationships in Nigeria

2020 ◽  
Vol 38 (5) ◽  
pp. 1159-1175
Author(s):  
Mark Ojeme ◽  
Julie Robson
Keyword(s):  
Moral Obligation ◽  
Design Methodology ◽  
Social Bonding ◽  
Mediating Effect ◽  
Normative Commitment ◽  
Unit Of Analysis ◽  
Content Type ◽  
The Right ◽  
Business To Business ◽  
Practical Implications

PurposeThis study examines the mediating effect of normative commitment, that is, a customer's feeling of moral obligation to stay in a relationship based on the psychological feeling that it is the right thing to do. Previous studies have neglected normative commitment due to its complexity and poor fit with predominantly Western individualistic cultures.Design/methodology/approachAn empirical study was conducted in the collectivist culture of Nigeria, West Africa. The unit of analysis was the business-to-business (B2B) relationship between small to medium-sized enterprises (SMEs) and their bank.FindingsThis study arrived at two key findings. First, normative commitment is insignificant in acting as the mediator of a relationship in both overall satisfaction and social bonding on advocacy. Second, overall satisfaction and social bonding are positively significant in predicting normative commitment and advocacy.Research limitations/implicationsThis study focussed solely on an SME's perception of their relationship with their bank and does not consider the dyadic nature of such relationships, that is, the bank's perception of this relationship.Practical implicationsThis research demonstrates that the SME/bank relationship can be developed based on satisfaction and social bonding as background variables. Caution should be exercised for relationships developed on the basis of a moral obligatory commitment.Originality/valueRegardless of a collectivist cultural setting, normative commitment was found to be ineffective in enhancing relationships in a business-oriented setting in Nigeria, contrary to emerging propositions within the literature.

From transactions to cooperation

2019 ◽  
Vol 122 (5) ◽  
pp. 1381-1396
Author(s):  
Cecilia Casalegno ◽  
Matteo Migheli ◽  
Angelo Bonfanti ◽  
Peter Maple
Keyword(s):  
Supply Chain ◽  
Design Methodology ◽  
Single Case ◽  
Methodological Approach ◽  
Interesting Case ◽  
Nutritional Values ◽  
Content Type ◽  
The Right ◽  
Practical Implications

Purpose The purpose of this paper is to add understanding to whether the supply chain (SC) of ancient grains, einkorn in particular, may activate the virtuous mechanisms that enable pursuing a new equilibrium based on relationships and joint interests. Design/methodology/approach This study adopts the single case study as a methodological approach. More precisely, it focusses on the SC of ancient grains in Piedmont (Italy) examining in detail Mulino Marino. Interviews with the management of this single player and to some farmers’ local associations were carried out. Findings The einkorn SC in Piedmont Region is an interesting case of short, local and direct SC because it aims at delivering a product that is more sustainable in terms of production, nutritional values and properties. In addition, this study confirms previous studies according to which for an effective supply chain management (SCM) it is important to implement the following conditions: the right equilibrium among SC players’ physiologically conflicting interests, players’ integration and transparent information among all the SC stakeholders, including final consumers. Practical implications The study offers implications for food managers involved in the (short) SCM. Originality/value Elements of originality can be identified in this research to the extension of studies on SCM in the ancient grains industry.

Be there or be square

2011 ◽  
Vol 27 (10) ◽  
pp. 9-11 ◽  
Keyword(s):  
Design Methodology ◽  
Large Scale ◽  
Demographic Characteristics ◽  
Social Implications ◽  
Content Type ◽  
Cultural Event ◽  
Special Events ◽  
The Right ◽  
Practical Implications

PurposeThis paper aims to consider the factors contributing to the successful marketing of one‐off special events.Design/methodology/approachUses a case study of Festival Melbourne 2006, a multi‐site, multi‐activity sporting and cultural event, to investigate ways of increasing participation through effective marketing communications.FindingsHave you ever been invited to something only to discover that it has already happened? That you have missed your chance to take part in something special? That is the marketing challenge facing the organizers and promoters of special events – large‐scale, never‐to‐be‐repeated happenings taking place in several venues: how do you attract prospective participants and get the right sort of information to them at the right time?Practical implicationsOffers guidance on what does and does not work in the marketing of special events and the level of information needed to deliver a memorable experience.Social implicationsHighlights the importance of tailoring marketing materials for local events to the socioeconomic and demographic characteristics of the community audience.Originality/valueDraws attention to the distinctive challenges of marketing special events.

scholarly journals Boosting innovative business ideas through hackathons. The “Hack for Travel” case study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Stefano Franco ◽  
Angelo Presenza ◽  
Antonio Messeni Petruzzelli
Keyword(s):  
Design Methodology ◽  
Content Type ◽  
Theoretical Contribution ◽  
Innovation Intermediaries ◽  
Innovative Solutions ◽  
New Ideas ◽  
Depth Interviews ◽  
Technological Platforms ◽  
Practical Implications

PurposeTechnological platforms encourage the exchange of knowledge and creation of new ideas that create new value for participating members who pool and combine their knowledge, facilities, tools and skills, thus contributing to the development of innovative solutions. This paper focuses on hackathon platforms, working as open innovation intermediaries, investigating their role and functions and exploring how they encourage the collaboration and the innovativeness among participants in order to boost their innovative new ideas.Design/methodology/approachThe research method is a qualitative design that includes in-depth interviews of ten stakeholders that play different roles in “Hack for Travel,” the case under analysis. It is a hackathon organized entirely online, as a response to the crisis generated by coronavirus disease 2019 (COVID-19).FindingsFindings revealed six processes developed by the hackathon platform used to effectively organize the event and facilitate participants to cooperate and share knowledge in order to boost the spread of innovative ideas. Results identify how hackathons should be organized and through which processes they work as innovation platforms.Originality/valueThis is one of the first attempts to study the increasing phenomenon of hackathons, providing theoretical contribution and practical implications about their role in developing innovation.

The importance of corporate political strategies

2018 ◽  
Vol 34 (1) ◽  
pp. 31-33
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
Political Strategy ◽  
Research Needs ◽  
Content Type ◽  
Corporate Political Strategies ◽  
New Ideas ◽  
Pertinent Information ◽  
Corporate Political Strategy ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings There is a substantial body of research on corporate political strategy, but most is theoretical, lacking empirical evidence, and is widely geo specific. More research needs to be done in clarifying the field, and developing new ideas for emerging markets. Originality/value The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Size does matter – span of control in hospitals

2017 ◽  
Vol 31 (2) ◽  
pp. 192-206 ◽  
Author(s):  
Christina Holm-Petersen ◽  
Sussanne Østergaard ◽  
Per Bo Noergaard Andersen
Keyword(s):  
Design Methodology ◽  
Hospital Staff ◽  
Leadership Capacity ◽  
Decision Makers ◽  
Span Of Control ◽  
Content Type ◽  
Frontline Leaders ◽  
Practical Implications

Purpose Centralization, mergers and cost reductions have generally led to increasing levels of span of control (SOC), and thus potentially to lower leadership capacity. The purpose of this paper is to explore how a large SOC impacts hospital staff and their leaders. Design/methodology/approach The study is based on a qualitative explorative case study of three large inpatient wards. Findings The study finds that the nursing staff and their frontline leaders experience challenges in regard to visibility and role of the leader, e.g., in creating overview, coordination, setting-up clear goals, following up and being in touch. However, large wards also provide flexibility and development possibilities. Practical implications The authors discuss the implications of these findings for decision makers in deciding future SOC and for future SOC research. Originality/value Only few studies have qualitatively explored the consequences of large SOC in hospitals.

How “The Three Rules” guide strategy and investment decisions at Deloitte Consulting LLP

2015 ◽  
Vol 43 (3) ◽  
pp. 7-14 ◽  
Author(s):  
Jim Moffatt
Keyword(s):  
Design Methodology ◽  
Large Scale ◽  
Investment Decisions ◽  
Decision Makers ◽  
Research Project ◽  
Content Type ◽  
First Case ◽  
Practical Implications ◽  
Thought Leadership

Purpose – This case example looks at how Deloitte Consulting applies the Three Rules synthesized by Michael Raynor and Mumtaz Ahmed based on their large-scale research project that identified patterns in the way exceptional companies think. Design/methodology/approach – The Three Rules concept is a key piece of Deloitte Consulting’s thought leadership program. So how are the three rules helping the organization perform? Now that research has shown how exceptional companies think, CEO Jim Moffatt could address the question, “Does Deloitte think like an exceptional company?” Findings – Deloitte has had success with an approach that promotes a bias towards non-price value over price and revenue over costs. Practical implications – It’s critical that all decision makers in an organization understand how decisions that are consistent with the three rules have contributed to past success as well as how they can apply the rules to difficult challenges they face today. Originality/value – This is the first case study written from a CEO’s perspective that looks at how the Three Rules approach of Michael Raynor and Mumtaz Ahmed can foster a firm’s growth and exceptional performance.

Rhetorically speaking: on white preservice teachers’ failure to imagine an anti-racist English education

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
S.R. Toliver ◽  
Heidi Hadley
Keyword(s):  
Preservice Teachers ◽  
Thematic Analysis ◽  
Design Methodology ◽  
Teacher Educators ◽  
English Education ◽  
Theory And Practice ◽  
Education Programs ◽  
Content Type

Purpose This paper aims to identify how white preservice teachers’ inability to imagine an equitable space for Black and Brown children contributes to the ubiquity of whiteness in English education. Further, the authors contend that the preservice teachers’ responses mirror how the larger field of English education fails to imagine Black and Brown life. Design/methodology/approach Using abolitionist teaching as a guide, the authors use reflexive thematic analysis to examine the rhetorical moves their preservice teachers made to defer responsibility for anti-racist teaching. Findings The findings show preservice teachers’ rhetorical moves across three themes: failure to imagine Black and Brown humanity, failure to imagine a connection between theory and practice, and failure to imagine curriculum and schooling beyond whiteness. Originality/value By highlighting how preservice teachers fail to imagine spaces for Black and Brown youth, this study offers another pathway through which teacher educators, teachers and English education programs can assist their faculty and students in activating their imaginations in the pursuit of anti-racist, abolitionist teaching.

In quest of goldilocks ranges in searching for information on the web

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anna Matysek ◽  
Jacek Tomaszczyk
Keyword(s):  
Information Search ◽  
Design Methodology ◽  
Search Task ◽  
Web Searching ◽  
Content Type ◽  
Scientific Disciplines ◽  
Preliminary Study ◽  
The Right ◽  
User Experiment ◽  
Practical Implications

PurposeThe quest to discover optimal conditions or amounts has been carried out in many scientific disciplines and practical fields. In astrophysics, biology, medicine, psychology and education, the quest has resulted in finding the right amount of something, a desirable middle between extremes, a balance between conditions or the optimal state of a system. The results are referred to as the Goldilocks principle, which is based on the idea of being “just right”. The aim of our study was to find out if there are any measures in information search that could be identified as Goldilocks ranges.Design/methodology/approachWe conducted a user experiment in which 68 participants carried out a time-unlimited, topical search task involving finding relevant websites on the basis of which the participants were supposed to prepare a presentation on a given topic. We examined aspects of their search behavior.FindingsWe found that information search Goldilocks ranges can be identified for a length of a search session, number of relevant results, number of queries submitted and number of search engine results pages (SERPs) visited. This preliminary study has resulted in indicating the following dominant ranges: Number of relevant documents found: 5–8; Time spent searching: 21–35 min; Number of queries submitted: 3–7; Number of SERPs viewed: 1–3.Originality/valueTill now, no one has studied Goldilocks ranges in information retrieval. The Goldilocks ranges have some practical implications for improving the effectiveness of web searching.

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