Relationship investment and reciprocity: an empirical investigation

2015 ◽  
Vol 30 (5) ◽  
pp. 637-647 ◽  
Author(s):  
Yu Yu
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Empirical Investigation ◽  
Investment Banking ◽  
Fair Value ◽  
Investment Bank ◽  
Content Type ◽  
Monetary Benefit ◽  
Depth Relationship ◽  
Relationship Investment

Purpose – The purpose of this paper is to quantify the monetary amount of relationship investment in an investment banking context, investigate the drivers behind these relationship investments and look for evidence indicating reciprocity from the clients who receive these relationship investments. Relationship marketing has been one of the dominant mantras in marketing strategy circles, yet there is a lack of empirical evidence to prove significant relationship investment and reciprocity between exchange partners. Design/methodology/approach – Relationship investment as the monetary amount by which the fair value of a loan at issuance is below its par value is measured. Regression analysis is used to study the drivers of relationship investment, including relationship depth, relationship breadth and relationship potential. Finally, reciprocity is studied as the extent to which bank’s expectations are realized through future revenues. Findings – Based on 164 loans issued by a multinational investment bank, it was found that the bank provides significant monetary benefit to its corporate clients. The amount of monetary benefit provided to each client depends on the breadth and potential of the bank-borrower relationship. The author also finds evidence suggesting that the clients reciprocated these relationship investments and the bank anticipated the reciprocity by clients. Originality/value – This paper is the first to empirically show a significant monetary investment in a relationship-marketing context, with the intention of building stronger relationship with clients and earning future revenues through reciprocity.

Morgan Stanley raises women’s interest in investment banking

2014 ◽  
Vol 22 (7) ◽  
pp. 12-14 ◽  
Author(s):  
David Pollitt
Keyword(s):  
Design Methodology ◽  
Early Stage ◽  
Investment Banking ◽  
Work Life ◽  
Investment Bank ◽  
Life Balance ◽  
Content Type ◽  
Outreach Work ◽  
Female Specific ◽  
Practical Implications

Purpose – The purpose of this paper is to observe how Morgan Stanley is seeking to overcome misconceptions about the nature of investment banking, concern over work–life balance and fears of the existence of a glass ceiling. Design/methodology/approach – It outlines the bank’s various initiatives to connect with women during their studies or at an early stage in their careers. Findings – It highlights the importance of outreach work with schools and universities, plus the key role played at the bank by women’s networking groups. Practical implications – It reveals that the company won the 2013 Opportunity Now inspiring the workforce of the future award for its initiatives aimed at increasing the proportion of women in its top jobs. Social implications – It reveals how a major investment bank is seeking to challenge the macho image of investment banking. Originality/value – It explains that Morgan Stanley reached more than 1,600 women at female-specific events in 2012 alone. It views this approach to building a female talent pipeline as a multi-year strategy.

scholarly journals Figuratively speaking: of metaphor, simile and metonymy in marketing thought

2018 ◽  
Vol 52 (1/2) ◽  
pp. 328-347 ◽  
Author(s):  
Stephen Brown ◽  
Roel Wijland
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Empirical Investigation ◽  
Alternative Interpretation ◽  
Marketing Theory ◽  
Marketing Practice ◽  
Content Type ◽  
Figures Of Speech ◽  
Reflective Essay ◽  
Practical Implications

Purpose Much has been written about metaphor in marketing. Much less has been written about simile and metonymy. It is widely assumed that they are types of metaphor. Some literary theorists see them as significantly different things. If this is the case, then there are implications for marketing theory and thought. Design/methodology/approach In keeping with literary tradition, this paper comprises a wide-ranging reflective essay, not a tightly focussed empirical investigation. A combination of literature review and conceptual contemplation, it challenges convention by “reading against the grain”. Findings The essay reveals that, far from being part of metaphor’s supporting cast, simile and metonymy are stars in themselves. With the aid of three concise cases-in-point – relationship marketing (RM), the consumer odyssey (CO) and Kotler’s generic concept (GC) – the authors present an alternative interpretation of their conceptual contribution and continuing importance. Practical implications Marketing management is replete with metaphorical speculation (positioning, warfare, myopia and more). The shortcomings of such figures of speech are rarely spelled out, much less foregrounded. By raising figurative consciousness, marketing practice is furthered. Originality/value As similes and metonymies are rarely spoken about in marketing scholarship, the study starts a much-needed conversation. It raises the issue of marketing’s figurative foundations and, in so doing, offers further scope for future debate.

scholarly journals Relationship marketing strategy: an operant resource perspective

2014 ◽  
Vol 29 (4) ◽  
pp. 275-283 ◽  
Author(s):  
Sreedhar Madhavaram ◽  
Elad Granot ◽  
Vishag Badrinarayanan
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Empirical Investigation ◽  
Theory Development ◽  
Positive Influence ◽  
Content Type ◽  
Managerial Practice ◽  
Resource Perspective ◽  
Operant Resources

Purpose – The aim of this paper is to illustrate that the operant resource perspective of the service-dominant (S-D) logic can explicate how operant resources can influence relationship marketing (RM) strategy success. Design/methodology/approach – After a brief discussion of the operant resource perspective of the service-dominant (S-D) logic, the paper reviews relationship marketing literature to identify and explore specific operant resources that can influence relationship marketing success. Findings – This paper identifies several operant resources that have been empirically verified to have positive influence on relationship marketing success and several other operant resources that need further conceptual and empirical investigation. Originality/value – The operant resource perspective of relationship marketing strategy and the operant resources identified in this paper provide the foundation for theory development and managerial practice.

scholarly journals Stakeholders’ perceptions and reputational antecedents

2015 ◽  
Vol 12 (3) ◽  
pp. 314-329 ◽  
Author(s):  
S. M. Riad Shams
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Target Market ◽  
Brand Positioning ◽  
Case Study Approach ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Study Approach ◽  
The Impact

Purpose – It is recognised that reputation is a relational construct; however the impact of stakeholders’ various relational dimensions on their perceptions to influence reputation is not widely understood. The purpose of this paper is to add to the current understanding of stakeholders’ relationships, interactions, their subsequent relational dimensions and its impact on stakeholders’ perceptions to further influence relational reputation. Design/methodology/approach – This paper takes a case study approach. Findings – The findings of this study recognise the impact of relationship marketing (RM) on the influence of stakeholders’ perceptions. It discusses how RM substantiate the pertinent authenticity (symbolises reputation), relevance and differentiation (represent brand positioning) of an organisation’s profile and/or their market offerings, in relation to the interest of the target market through the cause and consequence of stakeholder relationships and interactions to influence their perceptions. The findings acknowledge 11 RM dimensions that have relational implications to nurture stakeholders’ perceptions and subsequent relational reputation, which appear viable across industries and markets. Originality/value – Underlying the cause and consequence of stakeholder relationships and interactions; these 11 RM dimensions emerge as antecedents to form/reform relational reputation. Further academic and professional implications of the findings are briefly discussed.

scholarly journals An analytical framework for employment regulation: investigating the regulatory space

2017 ◽  
Vol 39 (3) ◽  
pp. 291-307 ◽  
Author(s):  
Cristina Inversi ◽  
Lucy Ann Buckley ◽  
Tony Dundon
Keyword(s):  
Design Methodology ◽  
Empirical Investigation ◽  
Analytical Framework ◽  
Legal Aspects ◽  
Theoretical Development ◽  
Space Theory ◽  
Content Type ◽  
Labour Policy ◽  
Regulatory Approach ◽  
Multi Level

Purpose The purpose of this paper is to advance a conceptual analytical framework to help explain employment regulation as a dynamic process shaped by institutions and actors. The paper builds on and advances regulatory space theory. Design/methodology/approach The paper analyses the literature on regulatory theory and engages with its theoretical development. Findings The paper advances the case for a broader and more inclusive regulatory approach to better capture the complex reality of employment regulation. Further, the paper engages in debates about the complexity of employment regulation by adopting a multi-level perspective. Research limitations/implications The research proposes an analytical framework and invites future empirical investigation. Originality/value The paper contends that existing literature affords too much attention to a (false) regulation vs deregulation dichotomy, with insufficient analysis of other “spaces” in which labour policy and regulation are formed and re-formed. In particular, the proposed framework analyses four different regulatory dimensions, combining the legal aspects of regulation with self-regulatory dimensions of employment regulation.

“Speaking truth to power”: analysing shadow reporting as a form of shadow accounting

2017 ◽  
Vol 30 (3) ◽  
pp. 510-533 ◽  
Author(s):  
Helen Tregidga
Keyword(s):  
Power Relations ◽  
Design Methodology ◽  
Empirical Investigation ◽  
Single Case ◽  
Senior Management ◽  
Single Case Study ◽  
Content Type ◽  
Transformative Potential ◽  
Perceived Impacts

Purpose The purpose of this paper is to empirically investigate the act of shadow reporting by a social movement organisation as a form of shadow accounting within a sustained campaign against a target corporation. Situated within a consideration of power relations, the rationales underlying the production of the shadow report, and the shadow reports perceived value and limits as a shadow accounting mechanism, are investigated. Design/methodology/approach A Foucauldian approach to power/knowledge and truth is drawn upon in the analysis of a single case study. Alongside a consideration of the shadow report itself, interviews with both the preparers of the report and senior management of the corporation targeted comprise the main data. Findings The paper provides an empirical investigation into shadow reporting as a form of shadow accounting. While a range of insights are garnered into the preparation, dissemination and impact of the shadow report, key findings relate to a consideration of power relations. The perceived “truth” status of corporate accounts compared to accounts prepared by shadow accountants is problematised through a consideration of technologies of power and power/knowledge formations. Power relations are subsequently recognised as fundamental to the emancipatory potential of shadow reporting. Research limitations/implications Results from a single case study are presented. Furthermore, given the production of the shadow report occurred several years prior to the collection of data, participants were asked to reflect on past events. Findings are therefore based on those reflections. Originality/value While previous studies have considered the preparation of shadow reports and their transformative potential, this study is, the author believes, the first to empirically analyse the preparation, dissemination and perceived impacts of shadow reporting from the perspectives of both the shadow report producers and the target corporation.

scholarly journals Resource integration for co-creation between marketing agencies and clients

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1329-1354 ◽  
Author(s):  
Tim Hughes ◽  
Mario Vafeas ◽  
Toni Hilton
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Resource Integration ◽  
Marketing Theory ◽  
Content Type ◽  
Integration Approach ◽  
Resource Enhancement ◽  
Operant Resources ◽  
Business To Business ◽  
Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

Why didn’t it work out? The effects of attributions on the efficacy of recovery strategies

2015 ◽  
Vol 25 (6) ◽  
pp. 700-724 ◽  
Author(s):  
Víctor Iglesias ◽  
Concepción Varela-Neira ◽  
Rodolfo Vázquez-Casielles
Keyword(s):  
Design Methodology ◽  
Empirical Investigation ◽  
Service Failure ◽  
Service Recovery ◽  
Retail Banking ◽  
Content Type ◽  
Final Sample ◽  
Customer Defection ◽  
Recovery Strategies ◽  
Practical Implications

Purpose – The purpose of this paper is to analyze the effects of attributions on the efficacy of service recovery strategies in preventing customer defection following a service failure. Design/methodology/approach – The empirical investigation is carried out on the retail banking industry with a final sample of 448 real cases of customer retention or defection after a service failure. Findings – The results of the study not only highlight the relevance of intentionality as an additional factor in explaining customer defection, but also show the effects of some attributional dimensions (intentionality and controllability) on the efficacy of some recovery strategies (redress, apology and explanation) applied by companies to prevent post-complaint customer defection. Practical implications – The efficacy of the recovery strategies depends on the causal attributions that the customer makes about the service failure. Originality/value – This study analyzes not only the effects of traditional dimensions of attribution (stability and controllability), but also the additional effect that intentionality attributions may have on actual customer defection (not intentions). Moreover, it analyzes their effects on the effectiveness of recovery strategies in preventing customer defection. Most of these effects have never been empirically analyzed in the literature.

The anatomy of the inconspicuous luxury fashion experience

2018 ◽  
Vol 22 (1) ◽  
pp. 129-156 ◽  
Author(s):  
Marian Makkar ◽  
Sheau-Fen Yap
Keyword(s):  
Consumer Behavior ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Exploratory Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Starting Point ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

scholarly journals Researchers’ online visibility: tensions of visibility, trust and reputation

2019 ◽  
Vol 43 (3) ◽  
pp. 426-439 ◽  
Author(s):  
Sara Kjellberg ◽  
Jutta Haider
Keyword(s):  
Design Methodology ◽  
Empirical Investigation ◽  
Digital Communication ◽  
Social Network Sites ◽  
Scholarly Communication ◽  
Reward System ◽  
Digital Tools ◽  
Content Type ◽  
Trust And Reputation ◽  
Academic Researchers

PurposeThe purpose of this paper is to understand what role researchers assign to online representations on the new digital communication sites that have emerged, such as Academia, ResearchGate or Mendeley. How are researchers’ online presentations created, managed, accessed and, more generally, viewed by academic researchers themselves? And how are expectations of the academic reward system navigated and re-shaped in response to the possibilities afforded by social media and other digital tools?Design/methodology/approachFocus groups have been used for empirical investigation to learn about the role online representation is assigned by the concerned researchers.FindingsThe study shows that traditional scholarly communication documents are what also scaffolds trust and builds reputation in the new setting. In this sense, the new social network sites reinforce rather than challenge the importance of formal publications.Originality/valueAn understanding of the different ways in which researchers fathom the complex connection between reputation and trust in relation to online visibility as a measure of, or at least an attempt at, publicity (either within academia or outside it) is essential. This paper emphasizes the need to tell different stories by exploring how researchers understand their own practices and reasons for them.

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