Are marketing strategies correlated with financial outputs? A longitudinal study

2019 ◽  
Vol 34 (7) ◽  
pp. 1533-1546 ◽  
Author(s):  
Erika Sydney-Hilton ◽  
Natalia Vila-Lopez
Keyword(s):  
Investment Decisions ◽  
Marketing Strategies ◽  
Brand Value ◽  
Content Type ◽  
Financial Measures ◽  
Incremental Change ◽  
The Usa ◽  
Marketing Accountability ◽  
Over Time ◽  
Marketing Investments

Purpose The relevance of marketing to explain financial success has been seldom investigated. In this scene, the purpose of this study is to analyze whether the correlations between four marketing strategies and seven financial measures has increased (or not) over time. Design/methodology/approach To reach these objectives, secondary information about 500 companies operating in the USA was analyzed. This information was listed on the US Standard & Poor’s 500-company index (SPX Charts, 2019). Data were collected for eight different periods of time (from year 2009 to year 2016) and for 11 different industries. Multiple regression analysis and ANOVA tests were used. Findings First, two marketing investment decisions out of four (brand value and price) have displayed a significant and incremental change over time. The other marketing investment decisions (brand rank, communication and service) have not increased their importance with time. Second, in two investment decisions (brand value and price), correlations found with financial measures have strengthened over time. Research limitations/implications This study was conducted on large US public companies. Studying other sectors within the USA such as small capitalization firms or privately owned firms can lead to future discoveries, while looking at similar companies in different countries, could provide compare and contrast opportunities. Second, no qualitative data were obtained in this study, leaving potential for gaps in knowledge that could be remedied by qualitative analysis. Third, given that all marketing investment was considered of equal value in the present paper, future research could be done to avoid this limitation. Practical implications From a practical approach, the authors want to eliminate the dissonance between marketing and accounts as far as the lack of “marketing accountability” (Webster et al., 2003, p. 27) has lead marketing to “lost its seat at the table” (Kumar and Shah, 2009, p 119). That is, they want to call the attention to the relevance of investing in diverse marketing tools at the same time from an accounting approach, showing how these tools can be used to improve financial results. Kumar (2015) explains how, as companies strive to cut costs, meet annual revenue targets and maximize efficiency, less attention is being placed on the importance of forward-looking marketing strategies. The authors would like to show how favorable financial results are linked to diverse marketing investments. As Arslanagic-Kalajdzic et al. (2018) have underlined, there is a need for building, improving and sustaining marketing accountability within the firm and its relevance for value. Originality/value From an academic approach, the added value is to adopt a longitudinal perspective to analyze the evolution of marketing investment over time and its interesting results, given that, until now, most of the studies have focused on a specific period (Anderson et al., 2004; Fornell et al., 2006). Previous works have scarcely noticed that by better understanding how marketing investments impact regularly used financial variables, stakeholders can better assess the inner workings of a company (Ambler et al., 2001). Bridging this academic gap from a longitudinal perspective will enable marketing workers and accounting workers to act cohesively to cultivate successful companies.

Principal influence in teacher hiring: documenting decentralization over time

2018 ◽  
Vol 56 (3) ◽  
pp. 277-296 ◽  
Author(s):  
Mimi Engel ◽  
Marisa Cannata ◽  
F. Chris Curran
Keyword(s):  
Secondary Data ◽  
Teacher Hiring ◽  
Hiring Decisions ◽  
Teacher Labor Market ◽  
Content Type ◽  
Principal Influence ◽  
Labor Market Dynamics ◽  
The Usa ◽  
Nationally Representative ◽  
Over Time

Purpose Over the past decade, policy researchers and advocates have called for the decentralization of teacher hiring decisions from district offices to school principals. The purpose of this paper is to document the trends across two and a half decades in principals’ reported influence over teacher hiring decisions in the USA and explore how and whether principal influence varies systematically across contexts. Design/methodology/approach Regression analysis with secondary data using seven waves of nationally representative data from the Schools and Staffing Survey. Findings Principals report increased influence over the 25 years that the data span. While principals of urban schools were much more likely to report having less influence over teacher hiring compared to their non-urban counterparts in the late 1980s and early 1990s, their reported influence increased more than that of other principals. Research limitations/implications Empowering principals as primary decision-makers assumes that they have the best information on which to make hiring decisions. At the same time, other research suggests that local teacher labor market dynamics contribute to the inequitable sorting of teachers across schools. This study raises questions regarding the implications of the increased influence of principals in teacher hiring on equity of access to quality teachers across schools. Originality/value This is the first study to explore whether and how principal influence in teacher hiring decisions has changed over time.

Institutions, entrepreneurial adaptation, and the legal form of the organization

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Indu Khurana ◽  
Dmitriy Krichevskiy ◽  
Gregory Dempster ◽  
Sean Stimpson
Keyword(s):  
Logistic Regression ◽  
Survival Rate ◽  
Regression Model ◽  
Economic Freedom ◽  
Logistic Regression Model ◽  
Legal Form ◽  
Content Type ◽  
Legal Structure ◽  
The Usa ◽  
Over Time

PurposeThis paper aims to examine how economic freedom impacts the initial choice of legal structure for startup firms. The authors do this by first exploring whether economic freedom is an essential determinant of the initial legal form of organization (LFO). The authors then explore the impact of economic freedom on firms' choice of changing their initial legal structure over time and how this change impacts their survival rate.Design/methodology/approachThe authors employ a multinomial logistic regression model to measure the initial determinants of LFO by utilizing an eight-year panel data set of 4,928 startups in the USA through the Kauffman firm survey and merge it with the Economic Freedom in North American index from the Fraser Institute. The authors then employ a logistic regression model to examine the determinants facilitating a change in legal structure over time.FindingsThe results show that economic freedom is a significant determinant in the choice of legal structure. The findings also report that the majority of startups do not change their legal form, but of those that do change the legal structure show a higher survival rate.Research limitations/implicationsMajor limitations are the size of the data and the nature of somewhat limited economic freedom differences with the USA. More nuanced measures of economic freedom would be highly desirable.Practical implicationsPolicymakers should take note that limited red tape, smoothly working labor markets and straightforward processes for changes of legal structures of organizations would improve survival and growth odds for entrepreneurs.Originality/valueDrawing on the theory of institutions, the authors attempt to bridge a gap in the literature by explicitly analyzing the determinants of the legal structure in startups in light of economic freedom. Institutional factors do not work in isolation; therefore, the authors also employ traditional entrepreneur-specific variables that affect the choice of legal structure in addition to the institutional framework.

Developing an instrument for measuring the effects of heuristics on investment decisions

Kybernetes ◽  
2016 ◽  
Vol 45 (7) ◽  
pp. 1052-1071 ◽  
Author(s):  
Kadir C. Yalcin ◽  
Ekrem Tatoglu ◽  
Selim Zaim
Keyword(s):  
Behavioral Finance ◽  
Investment Decisions ◽  
Small Sample ◽  
Equation Modeling ◽  
Individual Investors ◽  
Moderating Effects ◽  
Measurement Scales ◽  
Content Type ◽  
The Usa ◽  
The Impact

Purpose Based on a thorough review and synthesis of the literature in behavioral finance, the purpose of this paper is to develop three measures of heuristics that tend to influence investment decisions of individual investors. Design/methodology/approach Using perceptual data collected from a sample of 167 individual investors in the USA, the reliability and validity of heuristics measures are assessed by confirmatory factor analysis with structural equation modeling. Then, the second-order model is executed in order to indicate the paths among the study’s constructs. Finally, a multiple-group analysis is conducted to analyze the moderating effects of demographic factors on the relationship between the perceived level of heuristics and their constituent dimensions. Findings Of the three groups of heuristics, salience is found to be the most important followed by mental accounting, while representativeness features as relatively less important. Regarding the moderating effects, only investment experience is noted to have a significant moderating impact. Research limitations/implications The data utilized for testing and validating this instrument was acquired from a relatively small sample of individual investors in the USA, which makes the generalization of findings somewhat limited. Practical implications Both researchers and practitioners in behavioral finance can use these measurement scales to better understand the impact of heuristics on individual investment decisions and also to develop models that relate the critical factors of heuristics to the performance of individual investment decisions. Originality/value To date, there has been no systematic attempt in the extant behavioral finance literature to develop a valid and reliable instrument on heuristics which would aid to improve the quality of decision making in investment analysis.

Analyzing the purchase intention of Peruvian maca

2019 ◽  
Vol 14 (1) ◽  
pp. 91-112
Author(s):  
Gina María Maria Pipoli de Azambuja ◽  
Iñaki García-Arrizabalaga ◽  
Gustavo Rodríguez-Peña
Keyword(s):  
Purchase Intention ◽  
International Marketing ◽  
Positive Association ◽  
Marketing Strategies ◽  
Content Type ◽  
Promotion Policies ◽  
Consumer Purchase Intention ◽  
The Usa ◽  
Product Image ◽  
Product Familiarity

Purpose This study aims to examine the relation between the purchase intention of Peruvian maca and each of the following variables: Peru’s country image, maca’s product image, Peru’s country familiarity and maca’s product familiarity. Design/methodology/approach To compile primary information, a survey of closed questions was applied to students in two countries with different levels of familiarity with Peru: France and the USA. Findings There is a direct association between the studied variables in the cases where the foreign consumer has a high familiarity with Peru. Similarly, there is a positive association between maca’s product image, Peru’s country familiarity and maca’s product familiarity with the consumer purchase intention of maca from Peru in the cases where the consumer has low familiarity with Peru. Research limitations/implications The characteristics of the sample did not allow to analyze the purchase intention according to gender, age and socioeconomic level. Practical implications This study provides innovative insights to design international marketing strategies for Peruvian maca entrepreneurs and export promotion policies to policymakers, to support them to overcome the increase of the global competitive environment of maca. Social implications The paper helps maca producers and exporters to develop international marketing strategies to position their maca products in markets with high or low familiarity with Peru. Originality/value The uniqueness of this paper is based on the study of the purchase intention of agricultural products such as maca, which is a developing product available in Peru.

A comparative analysis of cultural value orientations for understanding sport fan motivations

2016 ◽  
Vol 17 (3) ◽  
pp. 260-276 ◽  
Author(s):  
Dongyoo Han ◽  
Daniel F. Mahony ◽  
T. Christopher Greenwell
Keyword(s):  
Empirical Support ◽  
Marketing Strategies ◽  
Value Orientations ◽  
Analysis Of Covariance ◽  
Cultural Value ◽  
Content Type ◽  
Sport Fan ◽  
The Usa ◽  
Korean College Students ◽  
The Relationship

Purpose – The purpose of this paper is to examine the relationship between cultural value orientations and sport fan motivations. Design/methodology/approach – Data were collected from American and Korean college students. Three separate multivariate analysis of covariance revealed sport fan motivations differ across nationality and cultural value orientation. Findings – The current study provided empirical support for the assumption that individualism-collectivism influences sport fan motivations and geographically different sport consumers. Also, the outcomes were consistent with the previous literature which found sport fan motivations differ across nationality (the USA and South Korea). Originality/value – In combination with prior research, the findings of this study offer suggestions for how marketers could differentiate their marketing strategies for culturally diverse sport consumers.

How consumers’ use of brand vs attribute information evolves over time

2014 ◽  
Vol 31 (4) ◽  
pp. 290-300 ◽  
Author(s):  
Randle D. Raggio ◽  
Robert P. Leone ◽  
William C. Black
Keyword(s):  
Surface Cleaning ◽  
Specific Information ◽  
Cross Sectional ◽  
Consumer Evaluations ◽  
Content Type ◽  
The Usa ◽  
Systematic Evolution ◽  
Brand Effects ◽  
Brand Information ◽  
Over Time

Purpose – Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. This paper investigates whether these effects are stable over time, or evolve in a consistent way. Design/methodology/approach – Consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard confirmatory factor analysis approach have been decomposed. Two unique datasets have been analyzed; the first contains cross-sectional data from Kodak across four different consumer goods categories, and the other is a longitudinal dataset from the USA and Canada in the surface-cleaning category, covering seven brands over five years (2007-2011). Findings – A systematic evolution in brand effects has been demonstrated: a general trend is that over time and with experience, consumers rely more heavily on overall brand information to develop their evaluations. However, early in a brand’s life, or later when circumstances compel consumers to actively consider the attributes, ingredients or features of a brand, consumers may rely more heavily on, detailed attribute-specific information to evaluate brand benefits. Research limitations/implications – The systematic evolution in consumers’ use of information from attribute to brand is hypothesized in this paper and is found to occur contrary to the speculation of Dillon et al. (2001) regarding the direction of such an evolution. Further, our results indicate the sensitivity of our approach to detect changes in consumers’ use of the two sources that should be expected, given the various exogenous factors. Practical implications – Brand managers can use the results from our procedure to alter their messages to more strongly emphasize either overall brand information or detailed attribute-specific information, depending on the consumer segment or key benefit in question. The research offers insights for the kind of information managers should communicate for brands trying to extend into new categories. The research also raises interesting questions regarding the extent to which brands can own a strong position on a particular benefit over time. Originality/value – No prior work has evaluated brand effects (i.e. the relative use of brand vs attribute sources) to evaluate brand benefits over time. Our results demonstrate the value of the decompositional procedure we recommend and the importance of knowing which source is relied upon more heavily as consumers evaluate brands.

Institutional inefficiency: small farms starve India’s economy

2017 ◽  
Vol 6 (2) ◽  
pp. 206-223 ◽  
Author(s):  
Tyler Watts ◽  
Molly Woodruff
Keyword(s):  
Agricultural Development ◽  
Agricultural Productivity ◽  
Scale Economies ◽  
Land Ownership ◽  
Farm Size ◽  
Land Reforms ◽  
Content Type ◽  
The Usa ◽  
Total Crop ◽  
Over Time

Purpose The purpose of this paper is to examine differences in property institutions in the USA and India and their effects on agricultural productivity. Design/methodology/approach This paper undertakes a case study of industrial organization of agriculture, comparing agricultural development in the USA and India, with a focus on changes in farm size over time. Findings In the USA, unlimited individual land ownership has enabled the gradual, long-term development of scale economies in agriculture through the application of capital and technology. In contrast, land reforms in India, especially land ceilings that limit farm size, have stunted productivity growth in agriculture by limiting achievement of scale economies and capital formation. Practical implications The finding that India’s consistently meager agricultural productivity stems largely from legal limitations on land ownership indicates that reforms that create a US-style open-ended land ownership structure would greatly increase farm productivity and total crop output in India. Originality/value This paper presents a side-by-side analysis of the USA and India and their radically different paths of agricultural development over time, and connects these divergent outcomes directly to the underlying institutional framework of property rights. Moreover, the paper analyzes the prospects for pro-market reform in light of public choice political economy, specifically applying Tullock’s insights regarding the “transitional gains trap.”

Editorial

2015 ◽  
Vol 28 (2) ◽  
pp. 170-176
Author(s):  
Enrique Ogliastri
Keyword(s):  
Marketing Strategies ◽  
Research Papers ◽  
Environmental Practices ◽  
Content Type ◽  
Service Companies ◽  
The Usa ◽  
Work Interaction ◽  
The Impact ◽  
The Relationship ◽  
Hotel Marketing

Abstract This issue includes six research papers originating from ten different institutions across four countries: Chile, Spain, the USA and Portugal. The first paper deals with staff turnover in service companies. The second is a study into life-work interaction for executives who have to take short but frequent international trips as part of their job. The third paper investigates how being self-employed (or alternatively, a salaried employee) affects the relationship between life and job satisfaction. The fourth paper looks at the impact of information technology (IT) on hotel marketing. The fifth examines marketing strategies for the growing segment of people with high purchasing power. And the sixth and final paper studies the impact of IT on the relationship between environmental practices and companies’ actual environmental performance. Resumen Se incluyen seis artículos de investigación procedentes de diez instituciones en cuatro países: Chile, España, Estados Unidos y Portugal. El primero trata sobre la rotación de personal en empresas de servicios. El segundo es un estudio exploratorio sobre la interacción entre vida y trabajo de ejecutivos que deben realizar breves pero frecuentes viajes internacionales como parte de su trabajo. El tercero, estudia el efecto de trabajar por cuenta propia (o asalariado) en la relación entre la satisfacción con la vida y con el trabajo. El cuarto sobre el impacto de las tecnologías de información en el mercadeo de hoteles. El quinto sobre estrategias de mercadeo para el creciente segmento de personas en sectores de alto poder adquisitivo. El sexto estudia el impacto de la tecnología de información en la relación entre prácticas ambientales y el efectivo desempeño ambiental de las empresas.

scholarly journals Revisiting organizational age, inertia, and adaptability

2014 ◽  
Vol 27 (2) ◽  
pp. 251-272 ◽  
Author(s):  
Chung-An Chen
Keyword(s):  
Nonprofit Organizations ◽  
Conceptual Model ◽  
Polynomial Regression ◽  
Content Type ◽  
Age Dynamics ◽  
Multi Stage ◽  
Red Tape ◽  
The Usa ◽  
Organizational Age ◽  
Over Time

Purpose – The literature of organizational change hints that adaptability and inertia not only counterbalance but also reinforce each other, and the inertia-adaptability balance over time is nonlinear. The author aims to address this view more clearly by presenting a multi-stage conceptual model that delineates how adaptability and inertia take turns to override each other. In addition, data collected from over 400 nonprofit organizations within the USA were used to test this model. Design/methodology/approach – This study uses polynomial regression to examine the multi-stage conceptual model. More precisely, it tests how organizational age influences an organization's innovativeness, managerial risk aversion, and red tape. Findings – The findings support the multi-stage conceptual model. The results imply that organizational ecology and rational adaptation are mutually compatible perspectives in explaining organizational age dynamics. Originality/value – This study introduces a multi-stage model that more clearly examines how adaptability and inertia counterbalance and reinforce over time. More importantly, the author empirically examines the nonlinear organizational age dynamics using quantitative data.

The role of involvement and identification on event quality perceptions and satisfaction

2010 ◽  
Vol 22 (1) ◽  
pp. 25-39 ◽  
Author(s):  
Yong Jae Ko ◽  
Yu Kyoum Kim ◽  
Min Kil Kim ◽  
Jeoung Hak Lee
Keyword(s):  
Design Methodology ◽  
Marketing Strategies ◽  
Current Event ◽  
Content Type ◽  
Quality Perceptions ◽  
The Usa ◽  
Decision Making Processes ◽  
Sport Events ◽  
International Sport

PurposeSince the introduction of martial arts in the global community through a variety of international sport events, the sport of Taekwondo (TKD) has grown rapidly. Although the magnitude of the TKD market has increased, few systematic studies have been conducted to understand TKD participants, particularly consumer variables associated with TKD events. The rapid growth of TKD as a global cultural product warrants a better understanding of event consumers and their decision‐making processes. Accordingly, the purpose of this paper is to investigate consumers' quality perceptions and satisfaction by focusing on their sport involvement and identification.Design/methodology/approachResearch respondents (n = 215) were spectators of the 2007 US Open TKD Championship, an annual event held by USA Taekwondo Inc.FindingsResults suggest that identification and involvement positively influence event quality perceptions and satisfaction. Specifically, highly identified fans/competitors are highly satisfied and perceive service quality more positively. This study proceeds to a discussion of theoretical implications and future opportunities for event managers.Originality/valueUntil now, there has not been substantial research on these issues. It is anticipated that the results of this study may enhance the understanding of a particular TKD market in the USA and provide guidance for developing effective marketing strategies and maintaining current event successes. Therefore, the scholarly effort aimed at understanding these issues will make both scientific and practical contributions.

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