Search results

Examines the issue of excessive growth in the service firm, using the case example of People Express, a US domestic airline. Addresses the question of how service firms can grow and yet maintain financial stability. Focuses on sustainable growth a marketing planning method for determining the financial feasibility and desirability of a company′s product and market growth strategies. Concludes that an excessive growth firm must carefully examine its choices to be able to align its market opportunities with its financial resources, otherwise it faces disaster

A lack of empirical evidence currently exists verifying name similarity effects on brand level choice and behavior. This research aims to test for and document the existence of a surname brand preference effect – whether individuals with surnames that match the names of brands prefer them more than other brands and behave in a manner consistent with those preferences.

In two studies consisting of four national surveys, 50 consumer brands across 23 product categories were examined.

Findings reveal that respondents with surnames that match well-known national brands more than doubled their preference rate for that brand. Findings also reveal that for consumers who prefer a brand, surname matching results in them being more than twice as likely to label themselves as brand advocates.

These findings represent the first comprehensive examination of name similarity effects on brand preferences and advocacy. The data support and extend existing theoretical findings regarding an ego-driven interpretation of those effects. Implications for marketing practice and future research are highlighted.

The term “strategic thinking” is a relatively recent addition to the lexicon of marketing concepts. Its popularity arises from increasing discontent with highly formalized marketing planning approaches that replace creativity with paperwork and Jock executives into a dangerously predictable repertoire of strategic options. Despite the frequent call for strategic thinking to augment the marketing planning process, there is woefully little written on the subject. It would seem that the admonition to THINK emphasized by the late Thomas Watson at IBM is not enough. Rather, strategic thinking requires a perspective on what to think about. The properties of games, which we will describe, provide a valuable insight into what an executive should consider when asked to think strategically regarding a marketing problem or opportunity. These properties form the basis for the game theory approaches in decision analysis where mathematics is the dominant feature. Unfortunately, the impenetrable language of mathematics has obscured the fundamental properties of games so that marketing executives cannot readily use them in a corporate setting. We will look here at these fundamental game properties and see what insights they offer for strategic marketing thinking and formulating competitive strategy.

The conceptualization and measurement of brand equity, including its sources and outcomes, are a challenging task, particularly in a global marketplace. This paper briefly describes how PepsiCo, Inc. conceptualizes and measures brand equity across brands, countries, and over time. Special attention is given to the Equitrak^TM brand equity model developed by PepsiCo, Inc. and the global brand equity tracking methodology employed by the company in 14 countries. The paper concludes with managerial insights obtained from this effort.

Uses an upscale female sample to extend previous research on women′s perceptions of their role portrayal in advertising media. Indicates that serious disenchantment with perceived portrayal of women still exists for this important group of consumers. Measures various attitudinal, company image, and purchase intention responses in addition to salient demographic and role orientation variables. Discusses the implications for advertisers using female models in their advertisements.

The article suggests that product management techniques commonly employed for markets in developed countries are inappropriate for markets in less‐developed countries (LDCs). To market successfully in LDCs, a firm must re‐examine both its product offerings and its product management philosophy.

The promise of a charitable contribution on behalf of respondents to mail surveys may prove effective in increasing response rates as well as offering cost and administration advantages. This study refines this type of incentive by investigating the effect of the amount of the charitable contribution and the placement of the incentive offer in the cover letter. The research population is drawn from the industrial sector, an important sector which has been studied far less than consumers.

Highlights the importance of ensuring the highest possible return rates when using mail surveys. Describes a study investigating the difference in return rates between a parent company and a fictitious consulting firm. Reports that there was no difference between response rates for two different return addresses, and that response bias was not a problem. Concludes therefore that great cost savings can be made as a result of developing and mailing the materials in‐house. Summarizes research literature on response rate surveys.

Provides an introduction to the Special Issue by discussing the nature of marketing science in a postmodern world. Argues that science needs marketing more than marketing needs science. (Look folks, I didn’t want to include a review of my own book, but the regular journal editor insisted ‐ honest! ‐ and, anyway, Thompson was desperate for the publication. I’m just too soft, that’s my problem. Please excuse my unacademic behaviour. Pretty please.)

Although cannibalism is seldom desirable, it can be tolerated under certain conditions. This paper illustrates those conditions and shows that cannibalism may not be so bad after all.