Marketing Intelligence & Planning: Volume 23 Issue 5

Ethnocentricity in top marketing journals

Göran Svensson

To draw up a demographic profile of editors, editorial boards and contributors, in the specific case of one top‐ranked marketing journal, and to discuss the implications.

Market orientation and performance: a meta‐analysis

Aviv Shoham, Gregory M. Rose, Fredric Kropp

To assess quantitatively the impact of market orientation on the performance of the firm. While much empirical work has centered on market orientation, the generalizability of its…

Understanding the probability of response to competitive actions

Carmen Otero‐Neira, José A. Varela‐González

The interdependence of firms in the marketplace implies that the effectiveness of an action cannot be valued without considering potential reactions. Therefore, the main…

Incorporating cannibalization models into demand forecasting

Sundara Ragharan Srinivasan, Sreeram Ramakrishnan, Scott E. Grasman

Quantitative measures are not commonly available to identify and measure product cannibalization resulting from the introduction of new products, and existing forecasting methods…

National customer satisfaction indices: an implementation in the Turkish mobile telephone market

Serkan Aydin, Gökhan Özer

To build a National Consumer Satisfaction Index for Turkey, drawing on models already in existence in Sweden, the USA, Norway and the European Union. In so doing, to remedy…

Size matters: the effect of European Union membership on firms in Slovenia

Boris Šuštar, Rozana Šuštar

To investigate the relationship between the size of a firm and the strategic choices it makes with regard to the level of internationalisation, product range and breadth of the…

Marketing pitfalls of statistical significance testing

Andrew D. Banasiewicz

To explore the appropriateness of statistical significance testing to measure the practical, managerial significance of outcomes in marketing programmes.