Community marketing: serving the base of the economic pyramid sustainably

2015 ◽  
Vol 36 (4) ◽  
pp. 40-47 ◽  
Author(s):  
Rakhi Thakur
Keyword(s):  
Conceptual Framework ◽  
Financial Services ◽  
Local Community ◽  
Relevant Literature ◽  
Community Networks ◽  
Future Research ◽  
Content Type ◽  
Antecedents And Consequences ◽  
Community Marketing

Purpose – The purpose of this paper is to acknowledge the importance of community networks in distribution of services and to present a conceptual framework outlining the antecedents and consequences of community marketing. Developing countries represent large untapped markets at the bottom of economic pyramid which is not serviced by conventional products using traditional marketing channels. Organisations are increasing looking at involving local community and broad range of partners called “Community Marketing” in this paper as a viable channel to expand their market by reaching out to this segment. Design/methodology/approach – The methodology for this paper involves in-depth study of the relevant literature on role of community networks and highlighting the noteworthy findings of other researchers. Although role of community networks has been widely studied in consumer goods, little has been researched on services. The study draws from cases of mobile financial services in India to develop a framework. Findings – The findings include the conceptual framework and the pre-requisites for adoption of community marketing for achieving business sustainability. Originality/value – This paper presents the framework and the steps pertaining to community marketing that can be adopted by organisations to reach out to a large under-served market at the base of economic pyramid. This paper synthesises extant knowledge on the subject and provides a foundation for future research by building a discussion on construct’s domain and developing research propositions.

A conceptual framework for understanding the antecedents and consequences of social selling: a theoretical perspective and research agenda

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Barbara Barney-McNamara ◽  
James Peltier ◽  
Pavan Rao Chennamaneni ◽  
Keith Eric Niedermeier
Keyword(s):  
Literature Review ◽  
Conceptual Framework ◽  
Information Exchange ◽  
Theoretical Perspective ◽  
Customer Relationship ◽  
Future Research ◽  
Content Type ◽  
The Social ◽  
Research Findings ◽  
Antecedents And Consequences

Purpose The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of sales researchers. Rather than merely a new tool, social selling redefines the traditional sales process. However, the literature is spread across topics of social media and sales, social customer relationship management, salesforce automation and social selling, and does not provide an agreed-upon definition or tested construct for implementation. Design/methodology/approach The paper presents a comprehensive literature review of social selling and all related terminology. Findings The authors propose a social selling framework that includes personal branding, information exchange, networking and social listening to define and outline the construct while suggesting the antecedents and outcomes to guide future research. Findings from a literature review include outlining key theories used in social selling research. Originality/value This review offers a conceptual framework of social selling, including both antecedents and outcomes, to inform future research and guide academics and practitioners.

A new conceptual framework for identifying the factors influencing the effectiveness of competitive intelligence

2020 ◽  
Vol 30 (5) ◽  
pp. 555-576
Author(s):  
Somayeh Asghari ◽  
Sahar Targholi ◽  
Ali Kazemi ◽  
Saeed Shahriyari ◽  
Lila Rajabion
Keyword(s):  
Organizational Culture ◽  
Knowledge Management ◽  
Statistical Analysis ◽  
Conceptual Framework ◽  
Knowledge Sharing ◽  
Competitive Intelligence ◽  
Future Research ◽  
Content Type ◽  
Practical Implications

Purpose Competitive intelligence (CI) collects data through the distribution of knowledge to make decisions in a competitive environment. To better comprehend the concept of CI, the purpose of this paper is to determine the role of effective factors (knowledge sharing, competitor information, information technology (IT) and organizational culture) and their impact on CI. In addition, the paper provides a conceptual framework for determining the practical factors on CI. Design/methodology/approach For evaluating the elements of the model, a questionnaire is considered. Questionnaires were reread by specialists with significant experiences in the CI field. For statistical analysis, the SPSS 22 and SmartPLS 3.2 software package is also used. Findings Findings from the study showed the validity of the model for a CI assessment. Furthermore, the results confirmed that the competitor information significantly influenced CI. In addition, the obtained results implied that IT has a significant and positive influence on CI. The effect of organizational culture on CI also proved to be positive and significant. Research limitations/implications This paper makes significant contributions for both researchers and practitioners; however, the authors determine some limitations, which are as follows: First, the authors showed the result in a single region. It cannot be assured that the results are generalizable to other areas. Second, because of time and financial constraints, the authors gathered the data using a sample from a single location. Third, the use of variables to depict CI may be not exhaustive. The authors, therefore, encourage future research to study these CI dimensions. Practical implications This study meaningfully contributes to the knowledge and literature by focusing more on CI, examining other significant aspects and applying advanced statistical analysis method. Also, current research results suggest practical implications for marketing practitioners and managers who implemented tools and made strategic plans to enhance the organization’s performance. From a practical perspective, the statistical results support the crucial role of the following factors: IT, competitor information, organizational culture and knowledge sharing on CI. Originality/value Experts in the area of knowledge management, CI and strategic management can use this study to gain a competitive advantage based on knowledge and information resources. Organizations must have knowledge management function and CI to support the strategy formulation, implementation and evaluation.

Organizational and Individual Level Antecedents of Psychological Capital and its Associated Outcomes: Development of a Conceptual Framework

2017 ◽  
Vol 42 (3) ◽  
pp. 205-236 ◽  
Author(s):  
Urmila Rani Srivastava ◽  
Vandana Maurya
Keyword(s):  
Leadership Development ◽  
Positive Psychology ◽  
Conceptual Framework ◽  
Performance Management ◽  
Psychological Capital ◽  
Relevant Literature ◽  
Organizational Level ◽  
Future Research ◽  
Individual Level ◽  
Antecedents And Consequences

The importance of positivity in life has been recognized long time back with the pioneering works of Seligman. Positive psychology as a field was founded on the belief that people want to lead meaningful and fulfilling lives, to cultivate what is best within them, and enhance their experiences of love, work and play. However, the potential need to incorporate the principles of positive psychology to enhance the lives of employees at workplace has been identified very lately. This review article starts with the journey from positive psychology to positive organizational behaviour (POB) followed by the elaborated conceptual development of psychological capital (PsyCap) and its uniqueness in relation to other positive constructs. Next section of the article presents evidence of major theoretical contributions in developing the field of POB and PsyCap along with distinction between states versus trait paradigm in Psychology. The purpose of this article is to provide an overview of recently introduced concept of PsyCap and reveal its antecedents and consequences. We have synthesized and integrated recent empirical research examining the nature of the construct of PsyCap and develop a conceptual framework regarding its individual and organizational antecedents and consequences for further understanding of the relevant issues in the area of PsyCap and POB. The organizational level antecedents of PsyCap included in this article are work engagement, organizational justice, workplace social support and authentic leadership. Likewise, individual level antecedents of PsyCap covered in this article are sense of humour and positive emotions. The major potential outcomes of PsyCap in the present article included both desirable (mental health, organizational citizenship behaviour (OCB), creative performance and ethical performance) and undesirable (incivility) work-related organizational outcomes. Several preliminary propositions have been offered to guide future research and the role of PsyCap within a broad theoretical and empirical context is discussed. Finally, we have discussed the gaps in the relevant literature, major issues for future research on PsyCap along with implications and interventions about how management can enhance each within their employees for performance management, leadership development and HR development.

Managerial perceptions of energy in logistics

2017 ◽  
Vol 47 (6) ◽  
pp. 447-471 ◽  
Author(s):  
Christian Busse ◽  
Alexander Regelmann ◽  
Hariganesh Chithambaram ◽  
Stephan M. Wagner
Keyword(s):  
Decision Making ◽  
Conceptual Framework ◽  
Subjective Norms ◽  
Future Research ◽  
Organizational Research ◽  
Content Type ◽  
Managerial Perceptions ◽  
Decision Making Processes ◽  
Awareness Raising

Purpose Because of the major contribution of logistics to the greenhouse gas effect, logistics research has begun to address the topic of energy, but it has not yet targeted the role of energy within logistical decision-making processes. To facilitate such endeavors, the purpose of this paper is to explore the perceptions of energy which managers in logistics organizations portray. Design/methodology/approach This investigation is based on interviews with 17 managers. The findings are embedded in the theory of planned behavior (TPB) and stakeholder theory (SHT). Findings The study depicts initial insights on which energy-related perceptions exist, how they can be categorized into attitudes, subjective norms, and perceived behavioral controls (PBCs), and how different stakeholders seem to affect them. Research limitations/implications This research suggests a tentative comprehensive conceptual framework that describes the role of energy in logistical decision-making processes. The findings on attitudes and subjective norms appear to be unspecific to the logistics domain, whereas some of the PBCs are presumably unique to the logistics context. Future logistics research should hence focus its efforts on the PBCs. Generalizability and completeness of the managerial perceptions must be validated by future research. Practical implications The findings help logistics organizations in scrutinizing managerial perspectives on energy and in developing awareness-raising measures. Originality/value The behavioral perspective applied in this study can complement extant, more technically oriented views. The conceptual framework that integrates the TPB and SHT may also be useful for organizational research beyond the logistics domain.

Cleanliness unravelled: a review and integration of literature

2018 ◽  
Vol 16 (4) ◽  
pp. 429-451 ◽  
Author(s):  
Martijn C. Vos ◽  
Mirjam Galetzka ◽  
Mark P. Mobach ◽  
Mark van Hagen ◽  
Ad T.H. Pruyn
Keyword(s):  
Literature Review ◽  
Conceptual Framework ◽  
Systematic Literature Review ◽  
Future Research ◽  
Content Type ◽  
Effective Interventions ◽  
Clean Environment ◽  
Prisma Statement ◽  
Antecedents And Consequences ◽  
Response Variables

Purpose The purpose of this paper is to present a systematic literature review on stimulus, organism and response variables related to actual and perceived cleanliness and develop a conceptual framework to encourage future research on cleanliness. Design/methodology/approach The PRISMA statement methodology for systematic literature review was applied. After analysing 926 articles, 46 articles were included and reviewed. Findings Stimulus, organism and response variables related to cleanliness were identified and integrated in a conceptual framework. A distinction was made between articles evaluating the relationship between stimulus and organism variables; stimulus and response variables; and organism and response variables. First, actual cleanliness, staff behaviour, condition of the environment, scent and the appearance of the physical environment were identified as stimuli variables influencing perceived cleanliness and service quality. Second, the presence of litter, behaviour and presence of others, scent, disorder, availability of trash cans and informational strategies were identified as stimuli affecting littering and other kinds of unethical behaviour. Third, the effect of perceived cleanliness (and other organism variables) on satisfaction, approach behaviours, physical activity and pro-social behaviour was registered. Practical implications The findings of this review allow in-house and corporate facility managers to better understand and identify most effective interventions positively influencing actual and perceived cleanliness. Originality/value No systematic literature review on antecedents and consequences of a clean environment has previously been conducted.

Knowledge management: does gender matter? A systematic review of literature

2020 ◽  
Vol 24 (6) ◽  
pp. 1315-1342
Author(s):  
Peter Heisig ◽  
Selvi Kannan
Keyword(s):  
Knowledge Management ◽  
Literature Review ◽  
Conceptual Framework ◽  
Systematic Literature Review ◽  
Practical Implication ◽  
Research Literature ◽  
Future Research ◽  
Content Type ◽  
And Gender

Purpose This paper aims to review for the first time existing research literature about the role of gender in creating, sharing and using knowledge in organizations and proposes a conceptual framework to guide future research directions. Design/methodology/approach Based on the systematic literature review method this study collects, synthesizes and analyses articles related to knowledge management (KM) and gender published in online databases by following a pre-defined review protocol. The paper analyses 41 papers published in peer-reviewed journals. Findings The role of gender in KM has been rarely addressed in KM journals and journals with specific emphasis on gender. The existing literature is fragmented, but existing research suggests that knowledge sharing might be influenced by gender. Based on the analysis and synthesis, a conceptual framework is proposed to guide further research on determining if gender matters in KM. Research limitations/implications Academic researchers should aim to include gender-related variables into their KM research to further explore if gender matters in KM. Practical implications The practical implication suggests that managers and knowledge managers should raise awareness about how stereotypes and gendered expectations about role behaviour affect how knowledge and experiences are created and shared within the organization. Social implications The authors believe that a better understanding of knowledge handling and gendered role expectations at the workplace could also have an impact beyond organizational boundaries. Originality/value The paper presents the first comprehensive systematic literature review of the article published on knowledge creation, sharing and usage and gender and provides a conceptual framework for future research.

scholarly journals Project studies and engaged scholarship

2016 ◽  
Vol 9 (4) ◽  
pp. 767-797 ◽  
Author(s):  
Joana Geraldi ◽  
Jonas Söderlund
Keyword(s):  
Conceptual Framework ◽  
Social Process ◽  
Future Research ◽  
Engaged Scholarship ◽  
Research Directions ◽  
Content Type ◽  
Case Research ◽  
Future Research Directions ◽  
Interpretative Approach

Purpose In 2006, the “Rethinking Project Management” network called for a paradigm shift in project research, and proposed five research directions. The directions inspired research and marked a milestone in the development of the field. The purpose of this paper is to reflect on the past decade and to rejuvenate these research directions. Design/methodology/approach The authors propose the umbrella term: “project studies” to denote the research related to projects and temporary organizing. Project studies is conceived not only as a body of research, but also as a social process embedded in research communities, and contemporary Zeitgeist. Based on Sandberg’s interpretative approach to the fit between work and works (in this case research-researcher) and Habermas’ three types of human interests: technical, practical, and emancipatory, the authors develop a conceptual framework circumscribing three types of research in project studies. Findings The conceptual framework is used to craft future research directions, in the lines proposed by Winter et al. (2006b). Research limitations/implications The authors conclude by proposing for a sixth theme on the practice of theorizing, and call for engaged, ambidextrous scholars, who’s “job” goes beyond the writing of articles and research applications, and includes shaping discourses of project research, nurturing new project scholars, contributing to project practice and carefully considering the legacy of projects and project studies in society. Originality/value This paper positions research as a social process, and the role of researchers as actors shaping research in project studies.

Strengthening the role of communication departments: A framework for positioning communication departments at the top of and throughout organizations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jana Brockhaus ◽  
Ansgar Zerfass
Keyword(s):  
Conceptual Framework ◽  
Impression Management ◽  
Future Research ◽  
Corporate Communications ◽  
Content Type ◽  
Global Industry ◽  
Spheres Of Influence ◽  
Depth Interviews

PurposeCorporate communications is often less successful when it is competing for influence with neighboring functions such as marketing or sales within organizations. This article addresses the internal positioning of communication departments by developing a conceptual framework which helps to understand, analyze and optimize their standing in organizations.Design/methodology/approachThe research is based on a literature review across several disciplines (e.g. organizational communication, strategic management) and supported by 26 qualitative in-depth interviews with board members, executives and communicators in a global industry company. By combining the theoretical and empirical insights, a framework for positioning communication departments within organizations was developed.FindingsThe framework depicts seven strategies (e.g. expectation and impression management, supporting ambassadors from other departments) and three spheres of influence (organizational integration, internal perceptions and social capital) to strengthen the position of corporate communications.Research limitations/implicationsThe conceptual framework has been supported by one case study so far, and future research may further develop and verify it by applying it to a larger number of companies in different industries.Practical implicationsPractitioners can use the framework as an analytical tool to reflect the current situation in their organization and identify opportunities for strengthening it.Originality/valueThis article introduces a novel view in the academic debate about the role and influence of corporate communications. It establishes a framework that helps to identify different drivers and strategies, and lays ground for future research.

The antecedents and consequences of brand personality: a systematic review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Rashid Saeed ◽  
Umar Burki ◽  
Raza Ali ◽  
Robert Dahlstrom ◽  
Hashim Zameer
Keyword(s):  
Systematic Review ◽  
Design Methodology ◽  
Brand Personality ◽  
Relevant Literature ◽  
Consumer Products ◽  
Future Research ◽  
Research Attention ◽  
Content Type ◽  
Antecedents And Consequences ◽  
Practical Implications

PurposeThe topic of brand personality (BP) has received extensive research attention in the last 2 decades, with a particular focus on examining its antecedents and consequences. This study, therefore, systematically reviews and synthesizes extant research on antecedents and consequences of BP of consumer products.Design/methodology/approachA systematic review approach is used to identify and analyze relevant studies from five major databases and a search engine. This review identified 62 articles from 43 journals published during 1997–2018. The relevant literature germane to the research objectives is extracted from these articles.FindingsThis study identifies and classifies antecedents and consequences of BP of consumer products, along with key mediators and moderators underlying these relationships. Additionally, the study reveals pertinent characteristics of BP literature, including conceptualizations, measurements, methods, theories and research settings. Finally, this study develops an integrative conceptual model and presents avenues for future research.Practical implicationsThis study provides insight to practitioners that create and develop brand personalities. The study would inform managers concerning the outcomes of BP.Originality/valueTo the best knowledge of the authors, this is the first systematic review that synthesizes existing empirical research on antecedents and consequences of BP of consumer products.

scholarly journals Exploring transparency: a new framework for responsible business management

2016 ◽  
Vol 54 (1) ◽  
pp. 222-247 ◽  
Author(s):  
Denise Linda Parris ◽  
Jennifer L. Dapko ◽  
Richard Wade Arnold ◽  
Danny Arnold
Keyword(s):  
Conceptual Framework ◽  
Relevant Literature ◽  
Business Management ◽  
Code Of Conduct ◽  
Research Field ◽  
Content Type ◽  
Research Bias ◽  
Antecedents And Consequences ◽  
New Research ◽  
New Framework

Purpose – The purpose of this paper is to critically review the relevant literature on transparency, provide a comprehensive definition of transparency, and present a new framework for facilitating the adoption of transparency as an ethical cornerstone and pragmatic strategy for organizational responsible business management. Design/methodology/approach – A systematic literature review – a methodology adopted from medical sciences to eliminate research bias – was conducted. In doing so, the definitions, antecedents, and consequences of transparency are accessed and synthesized. Findings – Based upon this process transparency is defined as the extent to which a stakeholder perceives an organization provides learning opportunities about itself. A conceptual framework emerged from the data. It describes when transparency is especially important, what organizations can do to be more transparent, and the potential benefits of transparency. Practical implications – The transparency framework can be used as a guide for organizations attempting to change their behavior, image, and performance by adopting transparency as a value in their organization. In addition, the framework can be used to create and adopt a universal (i.e. industry-wide or even societal-wide) code of conduct. Furthermore, this review, definition, and framework provide a template for academics to advance transparency theory, and empirically test the construct’s application. Originality/value – As a new research field, transparency has lacked a concise definition as well as a conceptual framework. This is the first comprehensive summary of transparency. In addition, this study contributes to the methodology of evaluating construct definitions to advance empirical research.

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