Rod B. McNaughton and Brendan Gray
The purpose of this paper is to introduce the special issue on links between entrepreneurship and resilience.
Abstract
Purpose
The purpose of this paper is to introduce the special issue on links between entrepreneurship and resilience.
Design/methodology/approach
The authors discuss some key themes in this emerging area of research and reflect on how the papers in the issue contribute to debates in the literature on resilience.
Findings
While the papers in the special issue make important contributions, there is still scope for more research.
Originality/value
This is one of the first issues of a journal devoted to investigating this topic.
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Elaine Ramsey, Patrick Ibbotson, Jim Bell and Brendan Gray
Given the growth of services and their importance in the economy, e‐business and the Internet have the potential to increase the competitiveness and growth of small firms…
Abstract
Given the growth of services and their importance in the economy, e‐business and the Internet have the potential to increase the competitiveness and growth of small firms. However, the general pattern is that the smaller the enterprise, the less likely they are to be prepared to adapt their business processes to accommodate this “new” technology. To illustrate the inherent issues this qualitative research utilised various projective techniques: construction, completion, and associative “tests” that have challenged the pseudo‐scientific age of business as a great human “subjective” exercise. A methodology that in the less traditional academic sense is “unusual, intriguing, fun and engaging” is innovatively employed in this small tradable service firm study to facilitate self‐expression among the respondents about particular e‐business scenarios in a less structured, indirect and more imaginative way. Consequently, the depth of the analysis and interpretation generated from the study has provided the researcher with a rich source of new leads and ideas about potential e‐business inhibitors and facilitators among SMEs not previously considered.
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Brendan J. Gray, Sheelagh Matear and Philip K. Matheson
Although there are a growing number of studies which have investigated links between market orientation and performance in service firms, there has been limited research which…
Abstract
Although there are a growing number of studies which have investigated links between market orientation and performance in service firms, there has been limited research which compares the market orientations of goods and service firms. The results of this study, based on a large multi‐industry sample of New Zealand companies, suggest that to improve business performance service firms should develop information systems to track profitable customers and products, develop a corporate culture which emphasises the needs of stakeholders, and develop policies to encourage ethical conduct. To improve marketing performance firms should improve their levels of market orientation, develop a corporate culture which emphasises the marketing concept and innovation, adopt more proficient new product development processes and explore the possibilities of electronic commerce.
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Brendan J. Gray, Sheelagh M. Matear and Philip K. Matheson
The aim of this article is to identify company characteristics which are linked to improved performance in hospitality firms. It compares the levels of market orientation and…
Abstract
The aim of this article is to identify company characteristics which are linked to improved performance in hospitality firms. It compares the levels of market orientation and other company characteristics, including corporate culture, innovation procedures, use of information technology and ethical policies of hospitality firms with the most highly market‐oriented service firms from other sectors which took part in a large multi‐industry study in New Zealand. Suggests that hospitality managers should encourage their organisations to become more customer‐focused, to develop a corporate culture which encourages innovation, and to make greater use of Web‐based marketing to improve company performance.
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Brendan J. Gray and Graham J. Hooley
The service sector is an increasingly important source of job creation and economic wealth, and accounts for more than 75 per cent of the GDP of many developed economies. Yet…
Abstract
The service sector is an increasingly important source of job creation and economic wealth, and accounts for more than 75 per cent of the GDP of many developed economies. Yet there has been surprisingly little research into the relationship between market orientation and service firm performance. This editorial reviews the major research themes relating to market orientation and service firm performance and suggests an agenda for future research to improve understanding of this important marketing and management issue.
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Brendan J. Gray, Kim Shyan Fam and Violeta A. Llanes
Although universities are increasingly competing for international students, little has been written about the influence of cross‐cultural values on the positioning of…
Abstract
Although universities are increasingly competing for international students, little has been written about the influence of cross‐cultural values on the positioning of international education brands. This study investigates the values that students in three Asian markets place on overseas university education, and the media they use to gain information about universities. The results suggest that a common media mix can be utilized in Malaysia, Singapore and Hong Kong, and that a standardized or adapted branding strategy could be adopted, depending on how many of these markets universities wish to target. The results have important implications for the positioning of international university brands in Asian markets.
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Sheelagh Matear, Phil Osborne, Tony Garrett and Brendan J. Gray
This study utilises the inter‐relationship between market orientation and innovation in order to examine alternative mechanisms through which market orientation contributes to…
Abstract
This study utilises the inter‐relationship between market orientation and innovation in order to examine alternative mechanisms through which market orientation contributes to service firm performance. Three mechanisms (direct, mediated and moderator) are examined using regression analysis and structural equation modelling in a sample of 231 firms which develop new services. Market orientation is found to contribute to performance through a dual mechanism in that it contributes both directly and through innovation, with innovation mediating the contribution. These results emphasise that researchers should consider the inter‐relationships between multiple sources of advantage in seeking explanations of firm performance.
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Elaine Ramsey, Pat Ibbotson, Jim Bell and Brendan Gray
The Internet is causing fundamental changes in the economics of service industries as new, network‐based global e‐business models emerge, where small‐ and medium‐sized enterprises…
Abstract
The Internet is causing fundamental changes in the economics of service industries as new, network‐based global e‐business models emerge, where small‐ and medium‐sized enterprises (SMEs) have been identified as key users of Internet commerce. Initially the paper contextualises the research issues via a review of the theoretical opportunities afforded firms of all sizes. Correspondingly, an examination of the practical impediments from an SME perspective suggests that, among other things, there are major hurdles for SMEs going online including strategic appreciation of the dynamics of the Web and the development of capabilities for managing the information infrastructure for e‐business. To illustrate the inherent issues, the findings of empirical research are presented. Both inductive and deductive methodological approaches were employed to investigate e‐business awareness, attitudes and activities among a sample of Irish (north and south) service sector SMEs.
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Brendan J. Gray, Geir Grundvåg Ottesen, Jim Bell, Cassandra Chapman and Jemma Whiten
This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance.
Abstract
Purpose
This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance.
Design/methodology/approach
The data from a survey of marketing managers, academics and senior students in New Zealand, relating to the skills essential to work as a marketing manager, were analysed by analysis of variance to assess the extent of convergences or divergence among the responses of the three groups.
Findings
The essential skills are an ability and willingness to learn about product‐markets, to solve marketing problems, to communicate with internal and external stakeholders, and to work in teams, plus the knowledge of a wide range of marketing subject areas needed to set these skills in context. To progress from junior to senior posts, marketing graduates need to develop strategic thinking, leadership and management skills, and must demonstrate knowledge of strategic planning, product and brand management, communication and promotion, and consumer behaviour.
Research limitations/implications
This study extends previous research by incorporating the views of three stakeholder groups about a broad range of knowledge and skills. Further, research is required to assess the generalisability of the results from these relatively small samples located in only one institution (albeit large and influential), and to investigate whether experience alone is a sufficient basis for junior marketers to acquire the knowledge and skills to become effective marketing managers and planners, or whether academics should help them to fast‐track their careers by means of targeted courses for intending practitioners.
Practical implications
Broad agreement between practitioners and academics suggests that relevant knowledge and skills are probably being taught. However, the differing view of students suggests that the effectiveness of university courses must be questioned.
Originality/value
The study reports the opinions of three stakeholder groups on a vital aspect of marketing education.
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Raija Komppula and Helen Reijonen
The purpose of this study was to identify those factors that are supposed to be the most important in terms of small business success in tourism industry. The empirical data is…
Abstract
The purpose of this study was to identify those factors that are supposed to be the most important in terms of small business success in tourism industry. The empirical data is collected within one region in Finland. The respondents were asked to evaluate the importance of the given factors for the firm's success and how highly the respondent evaluated the company's expertise in each factor in their operations. Questionnaires were sent by mail to a total of 214 tourism businesses. The final response rate was 43% (92 businesses). According to the analysis of the data, the respondents emphasise the importance of customer orientation, good skills in leadership, internal marketing and a good reputation of the firm and the product. The impact of external advice (incubators, consultants, research organisations) was evaluated as the least important factor of success. So, market orientation seems to play a key role in the performance of small and micro tourism firms. Customer orientation is also well mastered according to the businesses. The greatest development needs would be in the areas of price and accessibility, as well as in customer orientation. The results of this study indicate that there are no statistically significant differences in the views held by slowly or fast growing tourism businesses regarding the importance of the success factors. The same factors are considered important and less important in both slowly and fast growing businesses. Neither were there any statistically significant differences in these businesses as to the expertise in these success factors.