Chris Lewis and Angela Vickerstaff
Branding is a key element in marketing, especially for those products whose limited opportunities for differentiation mean that they could be viewed as commodities. Branding is…
Abstract
Branding is a key element in marketing, especially for those products whose limited opportunities for differentiation mean that they could be viewed as commodities. Branding is normally considered to be more developed in countries where marketing has been established for a longer period, such as the UK, than in new market economies such as the Czech Republic. Presents empirical evidence from UK and Czech companies to challenge this view. In spite of consumer resistance to branding in the Czech Republic, and differing competitive environments, the contrast between national and smaller breweries in terms of brand development was found to be similar in both countries. Though ensuring distribution is critical, it is argued that smaller breweries in both countries have much to gain from a clearer understanding of customers’ perceptions of their brands.
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Research over the last decade has resulted in a clearer conceptualisation of marketing orientation which has subsequently enabled its measurement within firms. Looks at the…
Abstract
Research over the last decade has resulted in a clearer conceptualisation of marketing orientation which has subsequently enabled its measurement within firms. Looks at the extent to which legal firms have adopted a marketing orientation as they compete in an increasingly demanding market. Research findings highlight a limited adoption of the marketing concept by legal firms. It appears that the components of a marketing orientation related to customer focus and long term profitability tend to be stronger than those of employee and competitor awareness. The implementation of marketing is limited by attitudinal factors related to values and perceptions of marketing, as well as more overt resourcing issues. It is thus recommended that firms focus on supplementing their external marketing with internal marketing activities to gain support for marketing across the firm.
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Chris Lewis, Polly Pick and Angela Vickerstaff
Many companies claim to be market oriented, yet on closer inspection lack a real customer focus. Other firms eschew marketing as ignoble trickery yet prove to have exceptional…
Abstract
Many companies claim to be market oriented, yet on closer inspection lack a real customer focus. Other firms eschew marketing as ignoble trickery yet prove to have exceptional market orientation. This paper analyses three case studies of small and medium firms in the food and drink sector, examining the reasons underpinning their success in spite of a lack of formal marketing organisation or activities, and their antipathy to popular conceptions of marketing. Organisational culture, excellent (if informal) customer and competitor knowledge and long‐term orientation are seen to underpin the success of these “marketers in denial”.
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Laura Paulauskaite, Angela Hassiotis and Afia Ali
Fidelity data in clinical trials are not only necessary for appraising the internal and external validity, but also could provide useful insights how to improve the application of…
Abstract
Purpose
Fidelity data in clinical trials are not only necessary for appraising the internal and external validity, but also could provide useful insights how to improve the application of an intervention in everyday settings. The purpose of this paper is to understand the current literature of fidelity measurements in complex interventions for people with intellectual disabilities (ID) and behaviours that challenge.
Design/methodology/approach
The electronic databases MEDLINE, Embase, PsycINFO, Web of Science and CINAHL Plus were searched for studies published between 1990 to 2017 that have mentioned fidelity in randomised controlled trials of complex interventions for people with ID and behaviours that challenge based on positive behaviour support or applied behaviour analysis principles. The authors also searched the grey literature and reference lists.
Findings
Five randomised controlled trials were included in the review. The authors found variable and inconsistent fidelity measurements reported in the studies. The most frequently provided fidelity elements found in four out of five studies were adherence of implementation, dose and some aspects of quality of delivery.
Research limitations/implications
Research recommendations for a standardised approach of measuring fidelity in such studies are suggested.
Originality/value
The first review of such type that confirms the paucity of research measuring fidelity in complex interventions in this population.