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Article
Publication date: 3 January 2020

Luis Arditto, Jesus Cambra-Fierro, Ana Olavarría and Rosario Vazquez-Carrasco

The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the…

406

Abstract

Purpose

The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the success of new product launch and sales outcomes. An emerging economy context is taken as a reference.

Design/methodology/approach

A structural equations model is proposed. The data are based on a sample of retail sector sales managers in Peru.

Findings

The results indicate that salespeople effort, creativity and degree of MO influence overall sales performance. Salespeople commitment, however, does not have a significant impact. These antecedents are helpful when attempting to understand both the potential success of a new product and sales outcomes.

Originality/value

There is no evidence to date of studies that simultaneously assess the impact of seller profiles and degree of MO on new product launch success and sales outcomes. This paper breaks new ground in analyzing this phenomenon in the context of an emerging economy. The findings are of general interest both for sales force management and for companies interested in familiarizing themselves with the peculiarities of emerging economies and the potential need to adapt policies to these specific realities.

Details

Marketing Intelligence & Planning, vol. 38 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 13 April 2012

Tomás A. López‐Pumarejo

The purpose of this paper is to focus on the webnovela, a new type of marketing genre and sentimental serial drama which is popular among immigrants, pivotal to the future of the…

383

Abstract

Purpose

The purpose of this paper is to focus on the webnovela, a new type of marketing genre and sentimental serial drama which is popular among immigrants, pivotal to the future of the US Spanish‐language media and informative about its past. No academic research currently exists on this topic.

Design/methodology/approach

This paper applies cultural studies, management, new media and marketing theory to the study of the first three webnovelas launched from 2006 to 2011. It analyzes how this new genre fits into the history of sentimental serial drama; how it appeals to Hispanics and to immigrants at their home countries and at their host country as well; and how the US Spanish‐language television and new media address their $900 billion Hispanic consumer market.

Findings

This study revealed that although webnovelas are likely to continue being popular as romantic fiction for the new media and profitable as a marketing system, they are unlikely – as operationally defined by this analysis – to be produced independently from the Univision media group in the foreseeable future, even when the entry barriers for competitors are low.

Originality/value

This paper should be of value to those interested in the latest developments in ethnic marketing, narrative theory, interactive marketing, and international business and communications.

Details

American Journal of Business, vol. 27 no. 1
Type: Research Article
ISSN: 1935-519X

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Article
Publication date: 14 April 2022

María del Cisne Aguirre Ullauri and Christian Hernán Contreras-Escandón

Through the case of Blanca Sinchi, the following analysis presents valuation criteria that have resulted in the invisibility of social actors and cultural patrimony (cultural…

44

Abstract

Purpose

Through the case of Blanca Sinchi, the following analysis presents valuation criteria that have resulted in the invisibility of social actors and cultural patrimony (cultural heritage) elements, and some contradictions in their acknowledgment process. In addition, the paper explains how architecture, among other historic assets, has made women and their contributions invisible.

Design/methodology/approach

Bibliographic analysis and semi-structured interviews were carried out to theorize about the thermodynamic system of lime to propose a matri-lineal system category and expand the understanding of the participation of women in the receipt, management and transmission of what is called patrimony.

Findings

In heritage places, such as Cuenca (Ecuador), cultural richness extends from the Historic Center to the rest of the territory and its actors. However, there are intrinsic elements, such as unknown, but fundamental, oral or family traditions associated with the role of women. The case of Blanca Sinchi and lime is evidence of this, as it shows the typical scenario affected by gender and by disparate power dynamics that do not consider desirable attributes (authenticity, integrity, identity, bequest, option, existence, among others) in the conservation of architectural patrimony. A deep redefinition process, or even a change in the valuation system, is needed. Also, the history behind built heritage items must be explored to find the contributions made by women.

Originality/value

Proposing a matri-lineal system category to expand the understanding of the participation of women in the receipt, management and transmission of what is called patrimony, allows redefining and rewriting local and global history, acknowledging the role of women. In this way, the proposal questions not only the hegemony of the term “cultural patrimony” pigeonholed in paternal legacy but also the term “cultural heritage” as a synonym and framework that, while expanding material values, it does not effectively include, at least for Ibero-Romance language territories, the broad set of tangible and intangible values, as well as the know-how and skills of artisans.

Details

Journal of Cultural Heritage Management and Sustainable Development, vol. 14 no. 3
Type: Research Article
ISSN: 2044-1266

Keywords

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