Religio-centric product strategy on marketing performance

2020 ◽  
Vol 22 (2) ◽  
pp. 181-203
Author(s):  
Hendar Hendar ◽  
Moch. Zulfa ◽  
Alifah Ratnawati ◽  
Mulyana Mulyana
Keyword(s):  
Brand Management ◽  
Customer Relationship ◽  
Marketing Capability ◽  
Product Strategy ◽  
Content Type ◽  
Marketing Performance ◽  
Management Capability ◽  
The Relationship ◽  
Positive Effect

Purpose The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market sensing capability (MSC), customer relationship management capability (CRMC) and brand management capability (BMC) with marketing performance (MP) in a religious-based industry. This is in accordance with the conditions of Indonesian religious people and the increasing demand for Muslim fashion products. Design/methodology/approach This paper selected 330 small fashion businesses in Indonesia and tested the regressive relations of the 6 constructs. Findings The findings showed that MI, MSC, CRMC and BMC have a positive effect on RPS and RPS also has a positive effect on MP, so that RPS acts as mediation in the relationship among MI, MSC, CRMC and BMC with MP. Research limitations/implications In-depth research on other dimensions of the role of antecedent variable of RPS, such as NPD capability, specialized marketing capability, resource reconfiguration marketing capability, architectural marketing capability and marketing resources that are interesting to discuss (Morgan, 2012), has not been done in research. Originality/value By examining the literature on dynamic capability, marketing strategy, entrepreneurship and business performance, this paper offers a unique analysis of dynamic marketing capability and its impact on product strategy and MP in religious-based industries.

scholarly journals Dimensions of dynamic marketing capability and export performance

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammad Tayeenul Hoque ◽  
Mohammad Faisal Ahammad ◽  
Nikolaos Tzokas ◽  
Gillie Gabay
Keyword(s):  
New Product Development ◽  
Brand Management ◽  
Export Performance ◽  
Market Demand ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Hybrid Strategy ◽  
Content Type ◽  
Management Capability

Purpose The purpose of this paper is to develop a conceptual framework on the dimensions of dynamic marketing capability (DMC) and its relationship with export performance. The paper also proposes the mediating role of competitive hybrid strategy and the moderating role of environmental responsiveness in explaining the relationship between DMC and export performance. Design/methodology/approach By following the dynamic capability notion of the marketing and competitive strategy literature, this paper proposes a novel conceptualization of the DMC development process and the possible effect of DMC on attaining competitive advantage. Findings The paper postulates that a firm’s DMC can reflect complementary power when its higher-level marketing capabilities are bundled together to detect distributing channel members’ crucial needs, competitors’ action plans and satisfying market demand. As yet little is known about the main underlying dimensions of higher-level DMC construct, the paper contributes in proposing the key dimensions of DMC. Originality/value This research advances the knowledge-based view and resource-based views and evolves a solid foundation of DMC constructs comprising four higher-order marketing capabilities, namely, ambidextrous market orientation, customer relationship management capability, brand management capability and new product development capability. Thus, this paper contributes in DMC literature in explaining export performance.

scholarly journals Sustainable Orientation of Management Capability and Innovative Performance: The Mediating Effect of Knowledge Management

2020 ◽  
Vol 12 (4) ◽  
pp. 1366
Author(s):  
Julio C. Acosta-Prado ◽  
Oscar H. López-Montoya ◽  
Carlos Sanchís-Pedregosa ◽  
Ulpiano J. Vázquez-Martínez
Keyword(s):  
Knowledge Management ◽  
Structural Equation ◽  
Health Sector ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Innovative Performance ◽  
Management Capability ◽  
The Relationship ◽  
Positive Effect

The literature suggests that innovation allows organizations to reach a desirable level of sustainability. There is evidence to support the role of knowledge management (KM) as well as management capability (MC) in producing a sustainable approach at organizations. Furthermore, organizations commonly achieve sustainable practices through corporate social responsibility (CSR). In particular, the health sector is increasingly implementing CSR strategies, although with a narrow understanding of the factors to success. Hence, trends lead to asymmetric growth between organizations. This study aims to examine the mediating role of KM in the relationship between MC and innovative performance (IP) in 331 Health Provider Institutions (HPIs). The research reflective model was assessed through Partial Least Squares Structural Equation Modeling (PLS-SEM). According to the results, MC has a positive effect on IP, MC has a positive effect on KM, and KM has a positive effect on IP. Likewise, KM significantly mediates the relationship between MC and IP. Our findings support the importance of KM in addressing MCs in HPIs as it enables innovative practices to address CSR goals to achieve a sustainable impact. Moreover, this study contributes by expanding KM to contexts that are not usually studied, such as health in a South American country.

How does renqing influence purchase intentions in the Chinese business-to-business context?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xun Zhang ◽  
Biao Xu ◽  
Jun Wu
Keyword(s):  
Positive Relationship ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Chinese Business ◽  
The Relationship ◽  
Business To Business ◽  
Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

Creating upside in export markets

2021 ◽  
Vol 37 (3) ◽  
pp. 32-33
Keyword(s):  
New Product Development ◽  
Brand Management ◽  
Customer Relationship ◽  
Export Markets ◽  
Content Type ◽  
Management Capability ◽  
Pertinent Information ◽  
Conceptual Paper ◽  
Management Capabilities ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This conceptual paper demonstrates that a framework of four distinct higher-order dynamic marketing capabilities – namely, ambidextrous market orientation (AMO), customer relationship management capabilities (CRMC), brand management capability (BMC), and new product development capabilities (NPDC) – do serve exporters directly by boosting their performance in export markets. AMO, which is a mixture of a proactive and reactive approach to market forces, is designated as the beating heart of the wider DMC framework. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Implementation and adoption of CRM and co-creation leveraging collaborative technologies

2020 ◽  
Vol 12 (1) ◽  
pp. 113-132
Author(s):  
Neeraj Kumar Dubey ◽  
Preeti Sharma ◽  
Purnima Sangle
Keyword(s):  
Customer Orientation ◽  
Real Life ◽  
Customer Relationship ◽  
Case Study Method ◽  
Content Type ◽  
Collaborative Technologies ◽  
Customer Centricity ◽  
The Relationship

Purpose This paper aims to study the role of the emerging technology landscape and collaborative platforms in customer relationship management (CRM) unravelling novel opportunities for mutual co-creation in Indian banking context. Design/methodology/approach This study used the case-study method for collecting various sources for “triangulation”. Findings The advancement of technology has drastically increased avenues of dialogue and access and brought transparency in the relationship, offering opportunities for co-creation and increased dependence on technology in CRM. A longitudinal approach explained how bank leveraged technology in multiple aspects of CRM for enhancing relationship quality and outcome. Research limitations/implications The study is exploratory in nature in Indian banking context, and thus it should be viewed as a preliminary step in contributing to the understanding of CRM in a new collaborative technology landscape. Practical implications This study explains the changing shape of CRM and provides relevance of customer orientation and offers insight about co-creation which has taken centre stage because of the emergence of collaborative technologies. Originality/value This study is possibly one of the first to conduct a case study to understand the way collaborative technological advancements are being exploited by organisations to develop superior CRM capability and achieve co-creation. This study analysed and comprehended the design and implementation of CRM in an Indian bank in real-life settings to gain a better understanding of the adoption of new collaborative technological advancements by a bank for customer centricity and facilitating co-creation.

The role of marketing capability in linking CSR to corporate financial performance

2019 ◽  
Vol 53 (7) ◽  
pp. 1333-1354 ◽  
Author(s):  
Sean Yim ◽  
Young Han Bae ◽  
Hyunwoo Lim ◽  
JaeHwan Kwon
Keyword(s):  
Conceptual Framework ◽  
Signaling Theory ◽  
Moderated Mediation ◽  
Marketing Capability ◽  
Mediation Model ◽  
Content Type ◽  
Moderated Mediation Model ◽  
The Relationship ◽  
Practical Implications

Purpose The authors use signaling theory in proposing a conceptual framework that simultaneously incorporates both the mediating effects of corporate reputation (CR) and the moderating effects of marketing capability (MC) into the corporate social responsibility (CSR)–corporate financial performance (CFP) link and theorize a single moderated mediation model. The empirical results of the research confirm the theorized moderated mediation model among the four variables, where a firm’s CR plays a mediating role in the relationship between CSR and CFP, and a firm’s MC moderates the effect of CSR on CR exclusively in the first link. Both theoretical and practical implications of the moderated mediation model are discussed. Design/methodology/approach This study uses structural equation model estimations with the relevant secondary datasets collected from publicly available databases. Findings The empirical results confirm the theorized moderated mediation model in the conceptual framework that uses signaling theory. Specifically, the results identify the moderating role of MC in only the CSR- CR link (but not in the CR and CFP link), such that CR plays a moderated mediation role in the CSR–CFP link. Research limitations/implications The current research is not without limitations. These limitations mainly stem from data sets used in the empirical analyses. More details are discussed in the limitations and future research directions section. Practical implications The empirical findings suggest that a firm needs to develop a consolidated CSR-marketing program, simultaneously satisfying stakeholders’ needs for both the firm’s socially desirable business practices and value-creating marketing programs to increase its CR, which will, in turn, lead to better profitability for the firm. Originality/value To the best of the authors’ knowledge, the current research is the first to use signaling theory in building a conceptual framework that theorizes a moderated mediation model regarding the simultaneous effects of CR and MC on the relationship between CSR and CFP and to empirically test this conceptual framework of the single moderated mediation model. By doing so, the current research clarifies an unanswered question in the literature of whether the underlying mechanism in the CSR–CFP link is based on a mediated moderation or moderated mediation of CR and MC.

How does coopetition affect radical innovation? The roles of internal knowledge structure and external knowledge integration

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Huanhuan Chen ◽  
Yanhong Yao ◽  
Ao Zan ◽  
Elias G. Carayannis
Keyword(s):  
Knowledge Integration ◽  
Knowledge Structure ◽  
Radical Innovation ◽  
Content Type ◽  
External Knowledge ◽  
Mediating Role ◽  
Architectural Knowledge ◽  
The Relationship ◽  
Positive Effect

Purpose Building on the resource- and knowledge-based views, this paper aims to explore how coopetition affects radical innovation and the roles of knowledge structure and external knowledge integration in the relationship between coopetition and radical innovation. Design/methodology/approach This study proposes a research model to examine the mediating role of external knowledge integration on the coopetition-radical innovation link, where the mediation is moderated by the firm’s knowledge structure (including component knowledge and architectural knowledge). The authors use regression and bootstrapping to test the proposed model with survey data from 241 Chinese technology firms. Findings This study finds that coopetition positively affects radical innovation and the effect is fully mediated by external knowledge integration. Additionally, component knowledge negatively moderates the coopetition-external knowledge integration link and architectural knowledge positively moderates this relationship. Further, the mediating effect of external knowledge integration is also moderated by component knowledge and architectural knowledge. Practical implications Firms should engage in coopetition to promote radical innovation. Further, it is necessary for firms to appropriately manage coopetition according to their internal knowledge structure. Originality/value This study explains why scholars have different ideas about the relationship between coopetition and radical innovation by exploring the mediating role of external knowledge integration and the moderating effect of knowledge structure. Firms possess increased possibilities for knowledge leakage and partner opportunism with high levels of component knowledge, which will reduce the positive effect coopetition on external knowledge integration; thus, they are less likely to realize radical innovation. Instead, firms possess increased opportunities for resource sharing with high levels of architectural knowledge, thus improving the positive effect coopetition on external knowledge integration and they are more likely to achieve radical innovation.

A customer engagement framework for a B2B context

2018 ◽  
Vol 33 (1) ◽  
pp. 145-152 ◽  
Author(s):  
Youmna Mohamed Abdelghany Youssef ◽  
Wesley J. Johnston ◽  
Talaat Asaad AbdelHamid ◽  
Mona Ibrahim Dakrory ◽  
Mohamed Galal Soliman Seddick
Keyword(s):  
Customer Equity ◽  
Customer Relationship ◽  
Three Dimensions ◽  
Customer Engagement ◽  
Content Type ◽  
Equity Value ◽  
Comprehensive Framework ◽  
The Relationship ◽  
Business To Business

Purpose The purpose of this study is to investigate conceptually the relationship between the customer’s engagement and equity and to determine whether customer engagement could be positively enhanced by business-to-business (B2B) firms to maximize their customer equity, through examining the role of cognitive, emotional and behavioral engagement. Design/methodology/approach This paper is built on the evolving marketing literature and proposes a comprehensive framework that uses a multidimensional conceptualization for the customer’s engagement and equity constructs; examines the relationships between customer satisfaction, commitment, trust and involvement and customer engagement; and specifies the specific customer engagement dimensions – cognitive, emotional and behavioral – as key mediators of the engagement–equity relationship. Findings This paper indicated that customer engagement is a multidimensional construct with three dimensions: cognitive, emotional or behavior engagement. Customer’s satisfaction, commitment, trust and involvement would be regarded as antecedents to customer engagement, whereas customer equity would be regarded a consequence for customer engagement. In addition, this paper identified three drivers of customer equity – value, brand and relationship equities – based on reviewing the previous studies. Originality/value This paper integrates philosophies from previous marketing studies of customer relationship management and customer engagement and equity into a B2B environment in a more customer-centric approach.

The role of mass communication methods in the development of tourism industry in Iran

2014 ◽  
Vol 46 (6) ◽  
pp. 315-320 ◽  
Author(s):  
Mahmoud Zamani ◽  
Changiz Valmohammadi
Keyword(s):  
Mass Communication ◽  
Web Site ◽  
Tourism Industry ◽  
Customer Relationship ◽  
Policy Makers ◽  
Content Type ◽  
Internet Advertisement ◽  
The Relationship ◽  
Communication Methods

Purpose – The purpose of this paper is to investigate the role of new methods of mass communication (employing customer relationship management (CRM) software and web site) in the development of tourism industry in Iran. Design/methodology/approach – Data were collected from managers and experts of companies involving in tourism field in Iran through survey questionnaire. The SPSS 17 and LISREL 8 statistical programs were used for the data analysis. Findings – The results reveal that using CRM application is significantly correlated with the development of tourism industry. In addition, the findings indicated that using web site has a positive and significant relationship with the development of tourism. Research limitations/implications – As this study is limited to Iran and given cultural differences among various nations cautions should be taken in generalizability of the obtained results. Also, to better clarify the role of mass communication methods, it is recommended similar study in other countries to be carry out in order to be able to compare the results. Originality/value – To the best of knowledge of the authors this is the first endeavor toward the survey of the relationship and the effects of CRM application and internet advertisement on the development of tourism in the context of Iran. Also, the results obtained could act as a good guidance for Iranian tourism policy makers to make more effective decisions.

scholarly journals Trust, religiosity, and relationship marketing: a conceptual overview of consumer brand loyalty

2017 ◽  
Vol 12 (3) ◽  
pp. 320-339 ◽  
Author(s):  
Rula M. Al Abdulrazak ◽  
Ayantunji Gbadamosi
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Brand Management ◽  
Content Type ◽  
Relationship Model ◽  
Role Of Religion ◽  
The Relationship ◽  
Considerable Depth ◽  
Brand Preferences

Purpose Over the years, a considerable depth of research has established the link between trust, commitment and relationship marketing and its relevance to consumers’ brand preferences. Nonetheless, there is a dearth of research on how they are linked to religiosity. Accordingly, this paper aims to address the palpable gap. Design/methodology/approach This paper is conceptual and draws from the eclectic review of the extant literature that revolves around the key themes associated with the topic. Findings The paper emphasises the significance of trust and religiosity in consumers’ commitment to specific market offerings and brands which invariably strengthen relationship marketing. A model entitled Brand-faith Relationship model (BFR) is proposed to understand brand positioning in the marketplace in relation to faith. With this model, a four-category typology of brand position scenarios is suggested in this paper. Passive brand-faith relationship, faith trust established in the absence of brands, brand loyalty without any faith associations and brand loyalty, with positive brand-faith relationship. Practical implications This paper has significant implications for brand management in relation to segmentation, targeting and the positioning of brands in the marketplace. It also raises marketers’ consciousness on the potency of trust embedded in consumers’ faith/religiosity in their brand preferences. Originality/value This paper explores the concepts of trust and consumers’ brand choices within the relationship marketing literature vis-à-vis the role of religion, which is rarely examined.

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