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Article
Publication date: 1 April 1986

A. Coskun Samli

East European marketing progress has followed a series of economic reforms in different countries of the region. Changing marketing systems in these countries can be depicted as a

7397

Abstract

East European marketing progress has followed a series of economic reforms in different countries of the region. Changing marketing systems in these countries can be depicted as a move away from an authoritative to an integrative macro system. Most of the countries are at different points on this particular spectrum. Marketing reforms are more specifically related to both economic and managerial decentralisation. Most marketing decisions are beginning to be made at the enterprise level rather than at the central governmental level. U.S. and other Western practitioners must understand these changes so that they can expand their business with this potentially large market.

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International Marketing Review, vol. 3 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 February 2000

A. Coskun Samli and Julie Ann E. Weber

Posits that developing breakthroughs is much more costly and risky than introducing simple product line extensions. Therefore, breakthroughs need to be managed differently. After…

3488

Abstract

Posits that developing breakthroughs is much more costly and risky than introducing simple product line extensions. Therefore, breakthroughs need to be managed differently. After developing a model to manage breakthroughs, generates a series of hypotheses and tests them against the information obtained from 30 major companies. The companies were chosen on the basis of one successful product that lasted over a decade in the marketplace. They were chosen from 143 product‐companies and only 30 of the products in question had survived. Provides important information regarding the management of breakthroughs.

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Journal of Product & Brand Management, vol. 9 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 February 1983

A. Coskun Samli and Wladyslaw Jermakowicz

Analyzes the development of marketing in East European countries. Traces the growth of East Europe's trade with the West from $12.3 billion in 1970 to $37.6 billion in 1979…

364

Abstract

Analyzes the development of marketing in East European countries. Traces the growth of East Europe's trade with the West from $12.3 billion in 1970 to $37.6 billion in 1979. Highlights eastern Europe as one of the most promising markets to the US. Discusses the broad spectrums of marketing development between eastern countries. Examines the emergence of marketing through four key stages – authoritative systems, directive systems, mixed‐middle systems and integrative systems. Analyzes the differences in the standards of key marketing factors between East and West – e.g. range of products, pricing and advertising. Concludes that due to variations in starting points and differences in development patterns, East European countries are divided between centralization and decentralization. Affirms that unless US international marketers understand the peculiarities of eastern Europe, the US trade record with these potential markets is unlikely to improve.

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European Journal of Marketing, vol. 17 no. 2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 3 July 2007

Michael R. Czinkota and A. Coskun Samli

International marketing has performed extremely well during the second‐half of the twentieth century. This paper examines the outstanding performance from different perspectives…

2543

Abstract

Purpose

International marketing has performed extremely well during the second‐half of the twentieth century. This paper examines the outstanding performance from different perspectives and evaluates the future of international marketing in the age of globalization.

Design/methodology/approach

This paper presents a chronological review of international marketing in four distinct periods: 1945‐1964, 1965‐1984, 1985‐2005, and 2005‐forward. These periods are labeled as ages of coincidence, confluence, commingling, and creative conflict. The state of the world, the state of international marketing and the status of the marketing context are analyzed as they have emerged and changed.

Findings

The paper posits that for international marketing to continue to perform in its spectacular manner, the field needs to cross fertilize with globalization, which enables international marketing to reach out to all corners of the globe successfully and smoothly.

Originality/value

The paper carefully identifies the relationship between globalization and international marketing and posits that the future success of international marketing is vitally dependent on the far reaching success of globalization.

Details

European Business Review, vol. 19 no. 4
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 1 March 1994

C. Bruce Kavan, Cheryl J. Frohlich and A. Coskun Samli

Many service organizations′ corporate mission is “to be number one indelivering service to customers”. The use of traditional financialaccounting measures as performance…

10304

Abstract

Many service organizations′ corporate mission is “to be number one in delivering service to customers”. The use of traditional financial accounting measures as performance indicators has led to an inappropriate reliance on internal information resulting in an unbalanced information system and, therefore, by definition a dysfunctional strategy. A balanced information system must provide information on both internal operations and external customer satisfaction. In order to optimize overall performance in service organizations, a balanced information system is critical. The long run survival of a service business depends on the appropriate balance between internal information (efficiency) and external information (effectiveness). Both internal information (efficiency) and external information (effectiveness) must be used as complements to each other in order to fulfill long‐term corporate goals. Reliance on internal information or the substitution of internal information for needed external information will not result in the long‐term fulfillment of the corporate mission. Obviously any organizational system that is closed to the environment will develop entropy.

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Journal of Services Marketing, vol. 8 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 February 1997

Laurence W. Jacobs, James R. Wills, A. Coskun Samli and William R. Bullard

Presents the results of research designed to measure the effects of the internal organizational source of change, the external environmental source of change, overseas production…

3154

Abstract

Presents the results of research designed to measure the effects of the internal organizational source of change, the external environmental source of change, overseas production and sourcing, and R&D investment in new products on the rate of change in international product life cycles. Offers a model of the effects based on a review of both international and domestic literature and tests this model by confirmatory factor analysis. The results show that the internal organizational source of change and the external environmental source of change have a positive effect on the speed of change of international life cycles. Overseas production and sourcing as well as R&D investment in new products have a slight negative effect on the speed of change of international life cycles.

Details

International Marketing Review, vol. 14 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Available. Content available
449

Abstract

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Journal of Consumer Marketing, vol. 15 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 February 1974

A. Coskun Sanli

Explores, within the framework of international research, product, distribution and price. Investigates the behaviour of large US firms with a view to identifying and difference…

292

Abstract

Explores, within the framework of international research, product, distribution and price. Investigates the behaviour of large US firms with a view to identifying and difference in growth rates to their counterparts. Examines the relationship between fast growth of the corporate entity as a whole and its international marketing orientation.

Details

European Journal of Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 January 1992

A. Coskun and Cheryl J. Frohlich

Considers the dehumanization and weak service performance in thebanking industry as it seeks to increase its efficiency. Argues thatsince customers are demanding more humanized…

873

Abstract

Considers the dehumanization and weak service performance in the banking industry as it seeks to increase its efficiency. Argues that since customers are demanding more humanized banking, banks must narrow this gap between supply and demand by evaluating their marketing deficiencies and becoming more proactive. Considers a model for developing a bank′s effectiveness and improving customer satisfaction, thus developing a competitive edge.

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Journal of Services Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 January 1986

Naresh K. Malhotra

This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The…

243

Abstract

This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The methodology developed by the author is described and illustrated with an empirical investigation. Guidelines for implementation of this methodology in developing countries are also provided.

Details

International Marketing Review, vol. 3 no. 1
Type: Research Article
ISSN: 0265-1335

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