scholarly journals How B2B marketers interact with customers and develop knowledge to produce a co-owned marketing strategy

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Peter R.J. Trim ◽  
Yang-Im Lee
Keyword(s):  
Marketing Strategy ◽  
Explicit Knowledge ◽  
Planning Process ◽  
Research Strategy ◽  
Knowledge Development ◽  
Governance Mechanism ◽  
Content Type ◽  
B2b Marketing ◽  
Marketing Managers ◽  
Cooperative Marketing

Purpose This paper aims to explore how senior business to business (B2B) marketing managers within a collectivist culture, contribute to knowledge development by interacting with staff in customer organizations to produce a co-owned marketing strategy. Design/methodology/approach A qualitative research strategy incorporating an open-ended questionnaire was used to collect data from 15 senior B2B marketing managers in three Korean companies that deployed the customer-centred approach. The grounded theory technique (Strauss and Corbin, 1998) and the mind map method (Burgess-Allen and Owen-Smith, 2010) were used to show how senior Korean marketing managers’ thoughts are processed and knowledge transfer occurs. Findings The findings show that a governance mechanism is instrumental in guiding interactive communication that results in knowledge being used that benefits the members of a partnership arrangement. The knowledge development process is enhanced by mutual trust and emotional bonds that are established through socialization. Cyclical interaction through socialization and frequent (in)formal meetings facilitates the process of turning explicit knowledge into tacit knowledge and vice versa, and encourages new knowledge to be developed. Socialization also helps to reduce learning myopia and contributes to the innovatory processes that result in customer needs being met. Originality/value The paper provides insights into the importance of boundary setting that facilitates cooperative marketing action, which results in a B2B integrated marketing intelligence and planning process.

Networked interdependencies and interaction in a biotechnology research project

IMP Journal ◽  
2018 ◽  
Vol 12 (3) ◽  
pp. 460-482 ◽  
Author(s):  
Artur Janusz ◽  
Agata Bednarek ◽  
Leszek Komarowski ◽  
Pawel Boniecki ◽  
Per Engelseth
Keyword(s):  
Network Structure ◽  
Planning Process ◽  
Single Case ◽  
Careful Consideration ◽  
Research Strategy ◽  
Research Project ◽  
Project Organization ◽  
Content Type ◽  
Industrial Marketing ◽  
Biotechnology Research

Purpose The purpose of this paper is to reveal the interdependencies involved and how interaction takes place in the context of a project organization as a network of academic and business actors. Design/methodology/approach This study focuses on relationships between business and academia and applies a single case research strategy. Data are collected through a series of theoretically sampled in-depth interviews including company observations. The single case study provides a rich narrative of the network structure and processes involved in establishing, implementing and completing a research project in Poland. The Industrial Marketing and Purchasing Group network approach focusing on resource combinations that emerge in a network structure characterized by interdependency and integration is applied to analyze interaction in this project-organized network. Findings Change in interdependencies, interaction and integration are analyzed individually, and in conclusion in relation to each other. While supply chain management literature postulates that integration is a management goal, a driver of successful business, this study points out that integration is an outcome of interaction in a context of changing interdependencies. This means that managerial focus should rather be driven to understanding the nature of network interdependencies, their path of change and how interaction is carried out in this emergent context. Originality/value The study aims to help better understand the potential for research project cooperation by explaining how businesses and research units can cooperate through an understanding that integration is a complex phenomenon, focusing on how management may better support services production through careful consideration of that integration is developed through considerations of interdependencies as context of interaction in the varied business cultures a project network comprises. Project management is more a learning process than a planning process.

Dynamic capabilities and the knowledge nexus

2019 ◽  
Vol 49 (4) ◽  
pp. 477-493
Author(s):  
Lisa J. Daniel ◽  
Fang Huang
Keyword(s):  
Knowledge Management ◽  
Dynamic Capabilities ◽  
Explicit Knowledge ◽  
Current Understanding ◽  
Knowledge Development ◽  
Human Potential ◽  
Theoretical Frameworks ◽  
Content Type ◽  
Knowledge Resources ◽  
Organisational Knowledge

Purpose The purpose of this paper is to propose alternative ways to develop and leverage organisational knowledge by considering the nexus of data managed by information and communications technologies and the expertise of human capacity. In doing so this paper challenges current understanding of tacit–explicit knowledge boundaries and presents a third dimension of knowledge which can be developed as a strategic organisational resource. Design/methodology/approach This conceptual paper seeks to extend current understanding of knowledge and presents the organisational knowledge nexus as a confluence of information, knowledge resources and human potential. Knowledge management is explored through the theoretical frameworks of the knowledge nexus and a model of triadic knowledge. Their conceptualisation and development are discussed and illustrated. Findings This research suggests the potential for organisational knowledge resources to be advanced is greater, if organisations can strategically use the knowledge nexus with a triadic perspective of knowledge. A framework for knowledge development with increasing levels of insight is proposed. Research limitations/implications As a novel conceptual work this research has limitations of newness. It presents a challenge to conventional thinking because of the subliminal nature of latent knowledge and the causal ambiguity of its development process in the knowledge nexus. The potential of latent knowledge and its transition process in the organisational knowledge nexus has significant implications for organisational knowledge development. Originality/value The concepts of latent knowledge, the knowledge nexus and their potential ability to develop and leverage organisational knowledge resources presents a paradigm shift to currently accepted understanding of knowledge systems and organisational knowledge management. The originality and value of this work comes through its contribution to broadening our understanding of the scope and potential of organisational knowledge resources and their processes of transition and development.

V-Xpress: B2B marketing in the logistics industry

2019 ◽  
Vol 9 (1) ◽  
pp. 1-23 ◽  
Author(s):  
Neeraj Pandey ◽  
Sandesha Shinde
Keyword(s):  
Marketing Strategy ◽  
Digital Marketing ◽  
Logistics Industry ◽  
Content Type ◽  
B2b Marketing ◽  
Academic Level ◽  
Mba Program ◽  
Logistics Company ◽  
Business To Business

Learning outcomes The learning objectives of this case study are to understand business-to-business (B2B) marketing in a logistics organization; apply go-to-market (GTM) strategy in the logistics industry; design B2B distribution strategy so as to enhance geographic penetration; and develop digital marketing strategies in the logistics industry. Case Overview/Synopsis V-Xpress is a leading B2B player in the express cargo category in the Indian logistics industry. In March 2017, Sachin Nair, Head of V-Xpress Marketing, was presenting three different GTM strategies to the CEO for the new Assured Timely Movement services. He wanted CEO views on each of them so that he can choose the best one. Sachin was also trying to find a solution to backhaul problem in eastern India. The resolution of this problem would have helped V-Xpress to become a truly pan-India B2B logistics company. Sachin was also revamping the digital marketing strategy as part of ambitious V-Xpress marketing strategy. These initiatives were taken as part of CEO’s vision for reaching annual revenue of INR 10bn by 2020. Sachin was thinking about various options so as to implement these changes with least investments. Complexity academic level This case study can be used in B2B marketing, marketing management and marketing strategy course of an MBA program. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS: 8: Marketing

Residents’ perception towards tourism impacts in Kashmir

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asif Hamid Charag ◽  
Asif Iqbal Fazili ◽  
Irfan Bashir
Keyword(s):  
Planning Process ◽  
Economic Impacts ◽  
Tourism Development ◽  
Policy Framework ◽  
Social Implications ◽  
Cultural Economic ◽  
Tourism Impacts ◽  
Content Type ◽  
City Tourism ◽  
Significant Difference

Purpose The purpose of this study is to understand the residents’ perception towards environmental, social, cultural and economic impacts of tourism development in Kashmir. Design/methodology/approach The research instrument containing 27 items pertaining to six variables is adopted from the literature. A mix-method survey approach is used to solicit residents’ perceptions regarding environmental, social, cultural and economic impacts of the current level of tourism development. A total of 326 useful responses were subjected to descriptive statistics, analysis of variance (ANOVA) and post hoc analysis using SPSS (Version 22.0). Findings In general, the negative and positive impacts of tourism development are well perceived by the residents. The results indicate that the residents display positive perception regarding economic impacts, however, social and environmental impacts are negatively perceived. Furthermore, barring level of education, the study found no significant difference in the residents’ perception towards tourism impacts (environmental, social, cultural, economic, quality of life and cost of living). Research limitations/implications The paper identifies perceived impacts and issues of tourism development thereby, proposing possible mitigating measures. Also, the study identifies the need to develop a comprehensive policy framework addressing the issues related to the resident’s negative feelings towards tourism impacts. Further, the study envisages the need for engaging residents in developing a progressive and participatory planning process for future tourism activities in the area. Social implications The study offers critical social implications for city tourism development. It suggests a community-based approach should be adopted to sensitize residents about the positive benefits of tourism. Originality/value The study is a novel attempt concerning residents’ residents perceptual differences towards tourism impacts. Furthermore, this study investigated socio-cultural impacts of tourism under two separate categories for better understanding. in doing so, this study provides finer understanding of perception of residents towards tourism impacts in Indian context. The findings of the study will prove critical for different stakeholders in developing future tourism framework and policies in the region.

scholarly journals Millennial cultural consumers: co-creating value through brand communities

2014 ◽  
Vol 4 (1/2) ◽  
pp. 119-135 ◽  
Author(s):  
Sue Vaux Halliday ◽  
Alexandra Astafyeva
Keyword(s):  
Design Methodology ◽  
Knowledge Development ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Art And Culture ◽  
Managerial Implications ◽  
Community Theory ◽  
Conceptual Paper ◽  
Research Propositions

Purpose – The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations. Within that the authors single out for attention how “brand community” theory might apply to MCCs. Design/methodology/approach – This paper is a conceptual paper that reviews and comments on concepts relevant to helping arts organisations develop strategies to attract and retain younger consumers in their audiences. Findings – Thoughtful conceptual insights and four research propositions for further work by academics and/or practitioners on Millennials and the art and culture world are derived from this review and commentary. Managerial implications are also drawn out. Originality/value – This paper contributes to the knowledge development of such concepts as value and brand communities. It also provides an explanation of these concepts conncecting academic thought on value with pressing management challenges for arts organisations, suggesting ways to apply brand community thinking to innovatiely conceptualised MCCs.

Knowledge creation and utilization in project teams

2015 ◽  
Vol 19 (2) ◽  
pp. 351-371 ◽  
Author(s):  
Paul Ihuoma Oluikpe
Keyword(s):  
Project Management ◽  
Tacit Knowledge ◽  
Explicit Knowledge ◽  
Project Teams ◽  
Content Type ◽  
Relational Processes ◽  
Knowledge Processes ◽  
The Social ◽  
Tacit Dimension ◽  
Organizational Results

Purpose – The purpose of this paper is to explore the knowledge processes that interplay in the social construction and appropriation of knowledge and to test these constructs empirically in project teams. Design/methodology/approach – Literature research and quantitative survey were used. The research identified project success, faster completion times, operational efficiency, innovation and generation of new knowledge as dominating project management expectations in the past ten years. It studied how these projects construct and appropriate knowledge within project teams to achieve these five objectives. Using a quantitative approach, data were sought from 1,000 respondents out of a population of 10,000 from 11 project management areas in eight world regions to test the conceptual model in real-world scenarios. The data gathered were analyzed using quantitative analysis tools and techniques such as reliability, correlation and regression. Findings – There is a lingering difficulty within organizations on how to translate tacit knowledge into action. The transfer and utilization of tacit knowledge was shown to be embedded and nested within relationships. Innovation in projects was found to be mostly linked to replication and codification of knowledge (explicit dimension) as opposed to interpretation and assimilation (tacit dimension). Arriving at a mutual interpretation of project details and requirements does not depend on canonical (formal documentation) methods but mostly on non-canonical (informal) and relational processes embedded within the team. Originality/value – This work studies, in empirical and geographical detail, the social interplay of knowledge and provided evidence relative to the appropriation of knowledge in the project organizational form, which can be extrapolated to wider contexts. The work scoped the inter-relational nature of knowledge and provided further evidence on the nebulous nature of tacit/intangible knowledge. It also proved further that organizations mostly rely on explicit knowledge to drive organizational results, as it is easily actionable and measurable.

Accessing resources for service innovation – the critical role of network relationships

2014 ◽  
Vol 25 (1) ◽  
pp. 2-29 ◽  
Author(s):  
Helena Rusanen ◽  
Aino Halinen ◽  
Elina Jaakkola
Keyword(s):  
Critical Role ◽  
Service Innovation ◽  
Innovation Process ◽  
Research Strategy ◽  
Future Research ◽  
Theoretical Understanding ◽  
Resource Access ◽  
Content Type ◽  
External Resources ◽  
Different Types

Purpose – This paper aims to explore how companies access resources through network relationships when developing service innovations. The paper identifies the types of resource that companies seek from other actors and examines the nature of relationships and resource access strategies that can be applied to access each type of resource. Design/methodology/approach – A longitudinal, multi-case study is conducted in the field of technical business-to-business (b-to-b) services. An abductive research strategy is applied to create a new theoretical understanding of resource access. Findings – Companies seek a range of resources through different types of network relationships for service innovation. Four types of resource access strategies were identified: absorption, acquisition, sharing, and co-creation. The findings show how easily transferable resources can be accessed through weak relationships and low-intensity collaboration. Access to resources that are difficult to transfer, instead, necessitates strong relationships and high-intensity collaboration. Research limitations/implications – The findings are valid for technical b-to-b services, but should also be tested for other kinds of innovations. Future research should also study how actors integrate the resources gained through networks in the innovation process. Practical implications – Managers should note that key resources for service innovation may be accessible through a variety of actors and relationships ranging from formal arrangements to miscellaneous social contacts. To make use of tacit resources such as knowledge, firms need to engage in intensive collaboration. Originality/value – Despite attention paid to network relationships, innovation collaboration, and external resources, previous research has neither linked these issues nor studied their mutual contingencies. This paper provides a theoretical model that characterizes the service innovation resources accessible through different types of relationships and access strategies.

Does corporate governance affect the performance of Islamic banks? New insight into Islamic countries

2020 ◽  
Vol 20 (6) ◽  
pp. 1073-1090 ◽  
Author(s):  
Ejaz Aslam ◽  
Razali Haron
Keyword(s):  
Corporate Governance ◽  
Audit Committee ◽  
Positive Impact ◽  
Islamic Banks ◽  
Governance Mechanism ◽  
Method Of Moment ◽  
Content Type ◽  
Return On Equity ◽  
Islamic Countries ◽  
And Performance

Purpose Corporate governance plays a significant role to overcome agency issues and develop the culture of transparency and openness. In this context, this paper aims to examine how corporate governance mechanisms affect the performance of Islamic banks (IBs). Design/methodology/approach Stepwise, two-step system generalize method of moment estimation technique is used in the analysis in which control variables are added into the model sequentially. This study used data on 129 IBs from 29 Islamic countries (Middle East, South Asia and Southeast Asia) during the period of 2008 to 2017. Findings The findings suggest that the audit committee (AUDC) and Shariah board (SB) have positive impact on the performance of IBs (return on assets and return on equity). However, board size and risk management committee have negative and significant effect on the performance of IBs. CEO duality and non-executive directors have mixed relationship with the performance of IBs. These results support the argument that IBs need to improve their financial performance through appropriate governance mechanism. Research limitations/implications The findings of the study added a new dimension to the governance research that could be a valuable source of knowledge for policymakers and regulators to improve the existing governance mechanism for better performance of IBs. Originality/value The study fills the gap in the literature by addressing the issue of corporate governance on performance of IBs across countries. Agency theory is discussed to explain the relationship between corporate governance mechanism and performance.

Knowledge management strategies for sustaining Lesson Study

2019 ◽  
Vol 9 (2) ◽  
pp. 167-178
Author(s):  
Eric C.K. Cheng
Keyword(s):  
Information Technology ◽  
Knowledge Management ◽  
Hong Kong ◽  
Knowledge Sharing ◽  
Lesson Study ◽  
Structural Equation ◽  
Explicit Knowledge ◽  
Relative Effectiveness ◽  
Management Strategies ◽  
Content Type

Purpose The purpose of this paper is explore the relative effectiveness of people-based and information technology-based knowledge management (KM) strategies as implemented by principals in Hong Kong schools to facilitate and sustain Lesson Study for teachers’ knowledge sharing and internalization. Design/methodology/approach Data from 184 principals in Hong Kong were collected by a cross-sectional quantitative survey. Confirmatory factor analysis and reliability tests have been used to examine the constructed validity and reliability of the instrument. A structural equation model was applied to confirm the predictive effect of people-based and information technology-based KM strategies on teachers’ knowledge sharing and internalization through Lesson Study. Findings Results show that people-based KM strategy predicts knowledge sharing and internalization by and among teachers. However, while information technology-based knowledge management strategies predict teachers’ knowledge sharing, they do not predict how effectively they internalize knowledge. Practical implications Cultivating communities of practice, professional learning communities and mentoring schemes in schools can nurture a knowledge-sharing culture to facilitate and sustain Lesson Study for teacher learning. Institutionalizing an information technology system can help teachers to retrieve, share and store the school’s explicit knowledge. Originality/value The paper not only suggests school management strategies and practices for school leaders to facilitate and sustain Lesson Study, but also brings a new research dimension, KM, to the research area.

Extended and experimenting: library learning commons service strategy and sustainability

2016 ◽  
Vol 37 (4/5) ◽  
pp. 265-274 ◽  
Author(s):  
Jennifer Gunter King
Keyword(s):  
Planning Process ◽  
Academic Library ◽  
Historical Review ◽  
Academic Librarians ◽  
Content Type ◽  
Research Engagement ◽  
Learning Commons ◽  
Library Research ◽  
The Commons

Purpose – The purpose of this paper is to share a compelling example of a library’s willingness to develop and design itself as an open-ended process. Design/methodology/approach – The case study provides a historical review of the library’s founding design, and an overview of the process and approach to redesign. The study contextualizes the library within current academic library research and literature. Findings – This paper explores the research, engagement and planning process behind the library’s exploration of new models and service configurations. The project was an engaged, inclusive, transparent, library-led process. The commons reestablishes the library as the “nerve center” of the campus. Originality/value – The paper offers an update to a 1969 report, and later book by Robert Taylor on the Harold F. Johnson Library at Hampshire College, designed as a prototype of an academic library. This paper will be of value to academic librarians, administrators, and historians.

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