Three strategies for customer value assessment in business markets

2014 ◽  
Vol 52 (1) ◽  
pp. 79-100 ◽  
Author(s):  
Joona Keränen ◽  
Anne Jalkala
Keyword(s):  
Customer Value ◽  
Best Practice ◽  
Assessment Process ◽  
Primary Data ◽  
Theory Approach ◽  
Value Assessment ◽  
Structured Interviews ◽  
Business Markets ◽  
Content Type ◽  
Assessment Strategies

Purpose – The strategies to assess potential and realized customer value have received surprisingly little attention in management literature. The purpose of this paper is to examine potential customer value assessment strategies for business-to-business (B2B) firms and their special characteristics. Design/methodology/approach – The empirical part of the study draws from an exploratory, two-part field study involving three pilot firms, and seven best practice firms in customer value assessment. The research design followed an inductive, discovery-oriented grounded theory approach. Primary data were gathered through semi-structured interviews with 35 business managers from ten B2B firms. Findings – The study identifies three customer value assessment strategies adopted by firms in business markets: Emergent value sales strategy; Life-cycle value management strategy; and Dedicated value specialist strategy. These strategies highlight different ways of managing and coordinating organizational units in different phases of the customer value assessment process. Research limitations/implications – The study was conducted from the supplier's perspective and is context-bound to firms operating in B2B markets. Practical implications – Managers need to select an appropriate strategy for customer value assessment depending on market and offering characteristics, and assign clear responsibilities for value potential identification, baseline assessment, and long-term value realization. Originality/value – The extant literature on customer value lacks understanding on customer value assessment strategies. The present study identifies three strategies that illuminate the required resources and organizational units at different phases of the customer value assessment process.

Does your customer really want what you offer them?

2014 ◽  
Vol 30 (6) ◽  
pp. 17-19
Keyword(s):  
Customer Value ◽  
Best Practice ◽  
Theory Approach ◽  
Value Assessment ◽  
Global Business ◽  
Business Markets ◽  
Service Component ◽  
Content Type ◽  
High Service ◽  
Business To Business

Purpose – This study aims to examine strategies for customer value assessment used by best practice suppliers in business-to-business markets. Design/methodology/approach – An exploratory two-part field study using a grounded theory approach. Findings – It should not be a difficult question – is the customer getting value for money? You offer them something, and if they like it, they pay for it and use it. However, it gets harder when the product lasts longer – particularly, if there is a significant service component. And what the customer considers important may not be what the supplier is focusing on. So, it is worth asking what companies in global business-to-business markets do to assess customer value when they deliver complex products with a high service content. What is current best practice? And is it good enough? Research limitations/implications – This is an exploratory study based on qualitative methodology, so the research process is necessarily subjective. Further research could investigate a wider group of firms and look at the performance implications of alternative strategies for customer value assessment. Practical implications – The paper focuses on well-regarded suppliers operating globally that have complex product offerings with a high service component. It identifies three distinct strategies for customer value assessment. Social implications – This study considers customer value from a supplier perspective and suggests ways in which research might be extended to include the customer perception of realized value. Originality/value – The paper draws attention to the need to consider customer value assessment as a process and determine whether expected benefits are achieved in practice.

scholarly journals Research supervision in distance learning: issues and challenges

2020 ◽  
Vol 15 (1) ◽  
pp. 131-143
Author(s):  
Muhammad Zaheer ◽  
Saba Munir
Keyword(s):  
Online Learning ◽  
Distance Learning ◽  
Success Factors ◽  
Virtual Communities ◽  
Primary Data ◽  
Theory Approach ◽  
Structured Interviews ◽  
Cross Sectional ◽  
Content Type ◽  
Research Supervision

PurposeThe purpose of this study is to explore and highlight the issues and challenges teachers face while supervising thesis and projects in distance/online learning mode.Design/methodology/approachThis is a cross-sectional qualitative study. Grounded theory approach using Gioia methodology has been applied. Semi-structured interviews of 16 research supervisors have been conducted to explore the issues and challenges faced by the supervisors in guiding research students. Purposive sampling is used to select the subjects for data collection.FindingsResults of the study reveal that the time constraints, official restrictions, irregular contacts and technology are the main issues faced by supervisors. Whereas student–supervisor interaction, diversity, perceptions, virtual communities and academic collaboration are the biggest challenges for the supervisors in distance learning. Lastly, it is found that students' attitude and supervisors' mindset are the key success factors in distance research supervision.Practical implicationsFindings of this paper will help institutions particularly in Asia, to strategically review their research programs to make these programs more effective. Effectiveness will encompass two things, timely completion and novel research. If these two things are addressed efficiently, comparison of distance learning with conventional learning will be more favorable for distance learning.Originality/valueThis study will be helpful for the top management of distance/online learning institutes to better equip their teachers and students to complete their research endeavors accordingly. This is an empirical research based on primary data collected from the research supervisors currently supervising thesis/projects at Virtual University of Pakistan.

The best practice of marketing strategies for the Malaysian business event industry from experts' perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohd Nasir Hazira ◽  
Elangkovan Narayanan Alagas ◽  
Muslim Amin ◽  
Norol Hamiza Zamzuri ◽  
Mohd Mohd Zairul
Keyword(s):  
Best Practice ◽  
Qualitative Methodology ◽  
Academic Research ◽  
Holistic Approach ◽  
Marketing Strategies ◽  
Primary Data ◽  
Structured Interviews ◽  
Content Type ◽  
The Government ◽  
Asian Pacific

PurposeThis paper aims to explore the best practices in marketing strategies for the Malaysian business event industry.Design/methodology/approachA qualitative methodology was adopted to collect primary data from semi-structured interviews. The informants included ten experts from the Malaysian business event industry. The data collected were then grouped using the ATLAS.ti (v.8) software for thematic analysis. A trustworthiness assessment was applied to increase the credibility and ensure the rigour of the qualitative findings.FindingsThe qualitative results revealed the following final themes: event marketing, the marketing plan, the 7 Ps of the marketing mix, strength, weaknesses, opportunities and threats (SWOT) analysis and traditional and digital marketing. Interestingly, three inductive themes were also emerged as follows: relationship marketing, unique selling points (USPs) and key opinion leaders.Research limitations/implicationsThis study looked at Malaysian business events and focused only on findings from the industry expert's perspective. In the future, further investigation may concentrate on other business event industry players such as destination marketing companies, airline operators, travel intermediaries, clients, suppliers, universities and the government.Practical implicationsThe findings offer a holistic approach to increase Malaysia's competitiveness among other primary business event host destinations in the Asian-Pacific, improve its worldwide and Asian-Pacific rankings and better position the country as a preferred business event destination during the coronavirus disease 2019 (COVID-19) pandemic.Originality/valueThis is the first such study to date, which has never been explored in qualitative academic research. This study has substantial implications for various business event industry stakeholders in Malaysia.

Brand positioning strategies for industrial firms providing customer solutions

2014 ◽  
Vol 29 (3) ◽  
pp. 253-264 ◽  
Author(s):  
Anne Maarit Jalkala ◽  
Joona Keränen
Keyword(s):  
Customer Value ◽  
Brand Management ◽  
Primary Data ◽  
Brand Positioning ◽  
Business Managers ◽  
Structured Interviews ◽  
Industrial Firms ◽  
Content Type ◽  
Multiple Case ◽  
Technology Industries

Purpose – Despite increasing interest in customer solutions, and the importance of brand management in the B2B context, prior research provides little understanding on brand positioning strategies adopted by solution providers. The present study aims to examine the possible brand positioning strategies for industrial firms providing customer solutions. Design/methodology/approach – The empirical part of the present study consists of a multiple case study, involving four industrial firms providing customer solutions. Primary data was gathered by semi-structured interviews from a total of 22 business managers from the case companies. Findings – The present study identifies four possible brand position strategies for industrial firms providing customer solutions: customer value diagnostic, global solution integrator, high quality sub-systems provider, and long-term service partner. The identified strategies highlight the tendency of solution suppliers to position their brands around different capabilities that are needed at different phases of the solution delivery process. Research limitations/implications – The present study was conducted from the industrial supplier's perspective and is context-bound to companies operating in solution-oriented process and information technology industries. Practical implications – Managers need to identify the capabilities that are central to delivering customer value and acquire and/or develop capability configurations that differentiate their brand positioning from competitors. Originality/value – Existing literature on branding lacks understanding about the specific characteristics of building brands in solution-oriented B2B contexts. The present study identifies four brand positioning strategies that illuminate the special characteristics of branding customer solutions.

Green roof perceptions: Newcastle, UK CBD owners/occupiers

2019 ◽  
Vol 21 (2) ◽  
pp. 130-147 ◽  
Author(s):  
Glyn Everett ◽  
Jessica Lamond
Keyword(s):  
Best Practice ◽  
Social Research ◽  
Green Roof ◽  
Green Roofs ◽  
Commercial Real Estate ◽  
Theory Approach ◽  
Structured Interviews ◽  
Content Type ◽  
Advantages And Disadvantages ◽  
Building Level

Purpose The purpose of this paper is to explore perceptions of the advantages and disadvantages of green roofs for commercial real estate building owners/occupiers in a UK city and consider how these might affect the chances of their adoption. Design/methodology/approach Two sets of semi-structured interviews were conducted with purposively selected respondents, 10 with and 25 without green roofs, to compare and contrast differing perspectives. A grounded theory approach was taken to data analysis, allowing themes to emerge directly from the data. Findings Low awareness and understanding were observed amongst those without green roofs, which positively affected perceived costs whilst negatively affecting perceived benefits. Green roof owners gave weight to wider societal and ecosystem services benefits, whilst those without focussed much more upon building-level benefits and costs. Research limitations/implications Because of the restricted sample size, the findings in themselves are not generalizable; rather, themes are drawn from the research for reflection. Practical implications Findings point to steps that might be required of regional and national government to increase green roof uptake. This could involve initiating conversations to raise awareness, shift discourse and perceived norms and best practice; offering incentives, education and training; and presenting high-profile exemplar projects of green roofing to begin to mainstream the technology and get it onto the radar of building owners. Originality/value Bringing together social research around cohorts with and without green roofs, the paper throws into sharp relief discussions around costs and benefits and points towards potentially more productive directions for action to encourage consideration and take-up of green roofs by building owners.

Human resource practitioners as sexual harassment commissioners: Sisyphus amid gender inequalities

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shani Kuna ◽  
Ronit Nadiv
Keyword(s):  
Sexual Harassment ◽  
Human Resource ◽  
Power Dynamics ◽  
Gender Inequalities ◽  
Theory Approach ◽  
Academic Education ◽  
Structured Interviews ◽  
Content Type ◽  
Human Resource Practitioners ◽  
Antecedents And Consequences

PurposeThere has been ample research on the antecedents and consequences of workplace sexual harassment (WSH), a volatile issue in contemporary labor markets. There is, however, a lingering gap in the scholarly literature regarding the organizational practices involved in contending with WSH incidents following their occurrence. By exploring the practices and challenges of sexual harassment commissioners, a mandatory role performed by Israeli human resource practitioners, this study aims to unpack the embedded power dynamics, which construct how WSH is both deciphered and handled within organizations.Design/methodology/approachIn-depth semi-structured interviews were conducted with 45 sexual harassment commissioners (SHCs) in various business organizations in Israel to explore practitioners' conceptions of the challenges underlying their role. A grounded theory approach was utilized.FindingsThe findings demonstrate that, while SHCs seemingly are empowered by their exclusive authority to inquire into an intricate organizational matter, counter practices have emerged to undermine their authority and influence. This negatively affects their ability to reduce the prevalence of WSH. SHCs' attempts to approach WSH utilizing a power discourse are eroded by systematic barriers that channel them toward adoption of the default legal discourse. The latter frames WSH in terms of individual misconduct rather than as a phenomenon stemming from and expressive of organizational and societal gender inequalities.Research limitations/implicationsThis study does not represent the voices of WSH complainants or of top executives. The data focused on SHCs' descriptions of their role challenges.Practical implicationsImplications are suggested regarding the academic education and training of SHCs.Originality/valueThis study sheds light on covert and unspoken barriers to gender equality in the labor market.

Framing the role of higher education in sustainable development: a case study analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Suzanna Elmassah ◽  
Marwa Biltagy ◽  
Doaa Gamal
Keyword(s):  
Higher Education ◽  
Sustainable Development ◽  
Educational Leaders ◽  
Primary Data ◽  
Study Analysis ◽  
Structured Interviews ◽  
Content Type ◽  
Case Study Analysis

Purpose Higher education institutions (HEIs) should play a fundamental role in achieving the international 2030 sustainable development (SD) agenda. Quality education is the fourth of the sustainable development goals (SDGs), and one of the targets related to this is to ensure that by 2030 all learners acquire the knowledge and skills needed to promote SD. Therefore, the SDGs provide a motive for HEIs to integrate SD concepts into their day-to-day practices. This study aims to introduce a framework for HEIs’ sustainable development assessment. Such a framework guides HEIs and educational leaders to support their countries’ commitments to achieving the SDGs. Design/methodology/approach This paper presents the results of a case study analysis of the role and successful techniques of HEIs in achieving SD in three countries, namely, Germany, Japan and Egypt. Primary data was collected by semi-structured interviews with three Cairo University officials, while secondary data was collected by reviewing the universities' official websites, reports, publications and related papers. This study introduces a novel framework for HEIs' SD analysis and assessment, which guides HEIs and educational leaders to support SD to fulfill their countries' commitments to achieving the SDGs. This framework is based on the following five categories: strategic direction and institutional working practices, supporting students, supporting university staff competencies, supporting society's stakeholders and networking and sustainable campus. Consideration is given to the potential role of HEIs to support SD in each of these areas. Findings Cairo University could learn from the novel and pioneer practices of the Leuphana University of Lüneburg, and the University of Tokyo to fill in the gaps it has in different roles. It can also put more effort into adopting the suggested higher education programs of Egypt's Vision 2030. Research limitations/implications This paper is limited to a case analysis comparing three countries, Germany, Japan and Egypt. Second, this study has not considered school education, which is equally essential in countries' SD. Practical implications HEIs can use the framework and the findings in this paper to evaluate their current roles in supporting SD, identify the gaps and take actions accordingly to address their weaknesses. Originality/value The paper compares three universities, one in each of the case study countries. It draws conclusions that identify ways in which the paper's framework and findings can guide SD practice in HEIs internationally, especially those in the developing world.

An institutional perspective on the selection and use of accounting textbooks: the case of universities in Indonesia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Irsyadillah Irsyadillah ◽  
Mohamed Salem M Bayou
Keyword(s):  
Liberal Education ◽  
Accounting Education ◽  
Institutional Pressures ◽  
Theory Approach ◽  
Structured Interviews ◽  
Institutional Perspective ◽  
Problem Solving Skills ◽  
Content Type ◽  
Qualitative Research Design ◽  
The People

Purpose This study aims to investigate the selection and use of introductory financial accounting (IFA) textbooks in the context of achieving the objectives of accounting education to provide both discipline-specific skills and liberal education. Design/methodology/approach This paper adopts a qualitative research design to collect data through semi-structured interviews with 33 accounting educators across Indonesia. This study uses the institutional theory approach to explain how accounting textbooks are selected and used to meet the objectives of accounting education at universities. Findings The study provides evidence of the adoption of a systematic procedure for the selection of recommended IFA textbooks. The selection was driven by the technical-regulatory objective of providing technical training. This objective also guides the use of the recommended textbooks. In a sense, accounting educators were more concerned about responding to institutional pressures of preparing accountants for work in the accounting industry rather than providing students with a liberal education that promotes critical thinking and problem-solving skills. Research limitations/implications This study focuses on the selection and use of IFA textbooks. Further research should examine the contents of various accounting textbooks and obtain feedback from the people involved in the publication of the textbooks. Originality/value The findings of this study have important implications for accounting educators. They can use these findings to improve their selection and use of accounting textbooks.

scholarly journals The interplay between SME owner-managers and the brand-as-a-person

2019 ◽  
Vol 28 (4) ◽  
pp. 555-572 ◽  
Author(s):  
Edgar Centeno ◽  
Jesus Cambra-Fierro ◽  
Rosario Vazquez-Carrasco ◽  
Susan J. Hart ◽  
Keith Dinnie
Keyword(s):  
Personality Traits ◽  
Learning Strategy ◽  
Personal Characteristics ◽  
Rational Approach ◽  
Theory Approach ◽  
Structured Interviews ◽  
Strategy Formulation ◽  
Content Type ◽  
Brand Strategies ◽  
Grounded Theory Approach

PurposeThe purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the intuitive nature of this relationship.Design/methodology/approachA grounded theory approach was used, and data were collected through a set of 36 semi-structured interviews with 30 SME owner-managers in various sectors in Mexico.FindingsThe results indicate that SME owner-managers intuitively humanise their brands. The study revealed four pathways to develop the brand-as-a-person metaphor in the SME context: through personality traits, tastes and preferences, abilities and knowledge and values, all suggesting that SMEs’ brand-as-a-person metaphors are largely an extension of their owner-managers.Research limitations/implicationsThe paper presents a theoretical framework that illustrates the four pathways to the creation and development of brand-as-a-person that are derived from the brand’s relationship with the SME owner-manager. The results of cross-industry semi-structured interviews are limited to a single culture context.Practical implicationsSME owner-managers should first undertake an introspective personal assessment of their intuitive and conscious decision-making, as SME owner-managers often make decisions in an intuitive way. The results suggest that they should act in a more conscious, responsible and rational way when formulating their brand strategies.Originality/valueThis is the first study to clarify the profound influence of SME owner-managers’ personal characteristics, including personality traits, tastes and preferences, abilities and knowledge and values, on the brand-as-a-person metaphor. This study also confirms the intuitive learning strategy formulation of SME owner-managers’ branding practices and SMEs’ need for a more rational approach to branding.

Integrating corporate social responsibility into efforts to realize millennium development goals

2014 ◽  
Vol 10 (4) ◽  
pp. 314-333 ◽  
Author(s):  
David Katamba ◽  
Cedric Marvin Nkiko ◽  
Charles Tushabomwe-Kazooba ◽  
Sulayiman Babiiha Mpisi ◽  
Imelda Kemeza ◽  
...  
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Millennium Development Goals ◽  
Participant Observation ◽  
Theory Approach ◽  
Structured Interviews ◽  
Content Type ◽  
Development Goals ◽  
The Government ◽  
Corporate Social

Purpose – The purpose of this paper is to present corporate social responsibility (CSR) as an alternative roadmap to accelerating realization of Millennium Development Goals (MDGs) in Uganda, even after 2015. Design/methodology/approach – Using a mixed research methodology, this research documented CSR activities of 16 companies operating in Uganda. Data collection was guided by quantitative and qualitative methodologies (semi-structured interviews with CSR managers, plus non-participant observation of CSR activities and projects linked with MDGs). Triangulation was used to ensure credibility and validity of the results. For data analysis, the authors followed a three-stepwise process, which helped to develop a framework within which the collected data could be analyzed. For generalization of the findings, the authors were guided by the “adaptive theory approach”. Findings – Uganda will not realize any MDGs by 2015. However, CSR activities have the potential to contribute to a cross-section of various MDGs that are more important and relevant to Uganda when supported by the government. If this happens, realization of the MDGs is likely to be stepped up. CSR's potential contributions to the MDGs were found to be hindered by corruption and cost of doing business. Lastly, MDG 8 and MDG 3 were perceived to be too ambiguous to be integrated into company CSR interventions, and to a certain extent were perceived to be carrying political intentions which conflict with the primary business intentions of profit maximization. Practical implications – Governments in developing countries that are still grappling with the MDGs can use this research when devising collaborations with private-sector companies. These documented CSR activities that contribute directly to specific MDGs can be factored into the priority public-private partnership arrangements. Private companies can also use these findings to frame their stakeholder engagement, especially with the government and also when setting CSR priorities that significantly contribute to sustainable development. Originality value – This research advances the “Post-2015 MDG Development Agenda” suggested during the United Nations MDG Summit in 2010, which called for academic and innovative contributions on how MDGs can be realized even after 2015.

Sign in / Sign up

Export Citation Format

Share Document