Nasser Alqahtani and Can Uslay
To update the research priorities, this study aims to propose a roadmap to researchers who are interested in the marketing/entrepreneurship interface (MEI) and stimulate research…
Abstract
Purpose
To update the research priorities, this study aims to propose a roadmap to researchers who are interested in the marketing/entrepreneurship interface (MEI) and stimulate research by providing an agenda through a synthesis of the collective wisdom of the scholars in the field.
Design/methodology/approach
A-multi-stage data collection using questionnaires and interviews is used in this study. Multiple rounds of interviews spanning three Global Research Conferences on Marketing and Entrepreneurship (GRCME), followed by a survey seeking input from the attendees of these events and the members of the Entrepreneurial Marketing SIG of the American Marketing Association, were used in developing the proposed research priorities.
Findings
A comprehensive list of research priorities was developed categorizing them in terms of importance and level of interest. The list is a product of the collective wisdom of the field, distilled from several rounds of interviews and from a thorough analysis of the participants’ input to a comprehensive survey.
Originality/value
The current research provides scholars with MEI research priorities for 2023–2026.
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Naresh K. Malhotra and Can Uslay
The purpose of this paper is to provide a conceptual and historical overview of the evolution of outsourcing. The authors then focus and prognosticate on the future of outsourcing…
Abstract
Purpose
The purpose of this paper is to provide a conceptual and historical overview of the evolution of outsourcing. The authors then focus and prognosticate on the future of outsourcing and develop several compelling ideas based on extant insights and the rule of three axioms.
Design/methodology/approach
The insights are developed based on a review of the extant literature and evolution of trends.
Findings
The paper generates several insights. First, there is a need to carefully differentiate between core and non-core functions when deciding on whether/what to outsource. Some outsourcing options may boost financial performance in the short run but undermine the long-term viability of the firm. Public firms outsource more than private firms after controlling for size. In many cases, the optimal number of primary suppliers for a critical function/process/stock keeping unit (SKU) is three (while also allowing for a number of secondary suppliers). The optimal share distribution between the suppliers for the same SKU is rank ordinal (i.e. not equal). The complexity and the maturity of the supply chain as well as industry life cycle, regulation and technology influence the optimal number of primary suppliers.
Research limitations/implications
The insights have significant implications for outsourcing decisions and for improving their impact on firm performance. The emergence of the shared economy, subscription-based business models and crowdsourcing will lead to consumers, business and society that increasingly borrows rather than one that makes or buys.
Originality/value
The paper represents the first attempt to integrate the axioms of the rule of three with the outsourcing literature and the theory of the firm. It emphasizes the need to align (long-term) performance objectives with managerial incentives as businesses manage their outsourcing efforts.
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Ethical issues surround and permanently reside in the discipline of marketing and have been examined within multiple schools of thought. However, despite the prevalence of the…
Abstract
Purpose
Ethical issues surround and permanently reside in the discipline of marketing and have been examined within multiple schools of thought. However, despite the prevalence of the topic and significant scholarly attention and theoretical development since the 1980s, the Hunt–Vitell general model has not been subject to a substantial revision in decades. This paper aims to undertake the significant task of augmenting and advancing the general theoretical framework of marketing ethics through a number of revisions.
Design/methodology/approach
This paper synthesizes the conceptual and empirical work on marketing ethics to date to extend the seminal Hunt and Vitell (1986, 2006) model of marketing ethics.
Findings
The revised model expands upon the Hunt–Vitell model by incorporating additional factors that influence ethical decision-making in marketing. Key additions include cultural orientation, socialization, individual characteristics (relativism, demographics, goals, position), means, contracts, consumer sovereignty, self-respect, respect from others and context. These additions create a more comprehensive framework for understanding ethical behavior in marketing, enhancing the model’s validity and applicability.
Research limitations/implications
The paper offers numerous research avenues, including: 1. Examining how marketers and entrepreneurs make decisions, focusing on the alignment of their processes with ethical principles. 2. Revisiting research on gender and ethics, exploring the interplay of various social identities in ethical decision-making. 3. Developing new measures for personality traits like idealism and relativism within marketing and entrepreneurship contexts. 4. Investigating the impact of information availability and different types of information on consumer perceptions and ethical behavior. 5. Exploring the disconnect between ethical orientations of marketing managers and consumers. 6. Examining the influence of socialization processes on ethical orientations. 7. Incorporating psychological constructs like self-respect and desire for respect into models of ethical decision-making. 8. Conducting context-specific research to understand the relationship between ethical judgment and action. 9. Empirical testing using both vignettes and structural equation modeling to validate the model and explore its implications for both marketers and consumers, especially in the context of brand activism and public relations crises.
Practical implications
Practitioners should be mindful of how their actions and intentions influence ethical judgments. They should integrate ethical considerations into all aspects of business, including CSR initiatives and training. Promoting diversity and transparency fosters ethical decision-making and builds trust with consumers. Entrepreneurs should model ethical behavior, create an ethical culture and provide clear information about their practices.
Social implications
The revised model highlights the significant social implications of ethical decision-making in marketing and entrepreneurship. By considering not only the outcomes but also the means used to achieve them, businesses can avoid negative impacts on society. This includes prioritizing transparency, fairness and responsible practices. Understanding the influence of cultural, individual and contextual factors on ethical behavior can lead to more ethical business practices, ultimately contributing to a more just and sustainable society.
Originality/value
The revised model constitutes a meaningful improvement to the seminal Hunt–Vitell general model of marketing ethics. Seven new research propositions, a simplified measurement model, research and practitioner implications and an Appendix that offers an overview of four decades of marketing ethics research are also provided.
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The purpose of this paper is to introduce and explore the tenets of the mindful entrepreneurial marketing (MEM) construct and to illustrate its mediation effect between production…
Abstract
Purpose
The purpose of this paper is to introduce and explore the tenets of the mindful entrepreneurial marketing (MEM) construct and to illustrate its mediation effect between production and consumption.
Design/methodology/approach
Based on the existing mindfulness and entrepreneurial marketing research, this paper explores tenets of MEM and presents a basic taxonomy to identify mindful production and consumption practices, and opportunities for MEM initiatives.
Findings
The study proposes that the combination of mindfulness and entrepreneurial marketing approach provides an ideal match where both consumers and mindful producers can become more mindful and prosper. As a new construct, MEM has the potential to alleviate lack of consumption, to create awareness about overconsumption and, ultimately, to enhance societal welfare by increasing the efficiency of markets by enabling more effective usage of society’s resources.
Originality/value
This paper is the first study that focuses on the MEM construct. In this respect, the study contributes to mindfulness, mindful marketing, entrepreneurial marketing and the general marketing literature.
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Donald P. Addison, Tony Lingham, Can Uslay and Olivia F. Lee
The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative…
Abstract
Purpose
The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative business-to-business (B2B) relationship building. B2B collaborations within the traditional marketing paradigm are restricted due to perceived opportunism.
Design/methodology/approach
The research is based on the grounded theory approach and involves 22 semi-structured interviews with the employees of a focal organization and its five client organizations regarding 36 implemented projects. Interviews were transcribed, coded and analyzed via constant comparison to surface codes, categories, concepts and themes from which the authors developed propositions based on the particular context of this study.
Findings
ICS approach helps customers to reconstruct sellers’ identity from one characterized by opportunism and arm’s length relationships to one defined by openness and collaboration. Identified benefits of ICS include higher trust, commitment, social bonding, value co-creation, individual and organizational performance and learning. Eight propositions and a model of ICS consequences are presented.
Research limitations/implications
The context of the study is limited to a single industry – financial services – however, the findings should be highly relevant for other sales contexts characterized by low buyer trust.
Practical implications
Entrepreneurial marketers can engage in ICS approach quickly at minimal cost, as the capabilities and talent are typically already internal to the organization.
Originality/value
This paper examines a unique relational approach to serving clients called ICS that de-emphasizes the sale. Subject matter experts help buyers overcome challenges outside the scope of the traditional marketing paradigm.
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Mingan (Joanna) Wang and Can Uslay
The subject areas are e-commerce, brand management, marketing strategy, digital marketing and supply chain management strategy.
Abstract
Subject area
The subject areas are e-commerce, brand management, marketing strategy, digital marketing and supply chain management strategy.
Study level/applicability
Medium, can be used for undergraduate marketing electives and graduate core courses.
Case overview
Jumei, founded in 2010, had already become China’s biggest online retailer of beauty products. Its 31-year-old Founder and Chief executive Officer (CEO) Leo Chen had become the youngest CEO of any NYSE listed company in 2014. However, Jumei was currently facing a major milestone. Could it become a mega-commerce hub like Alibaba? Or should it stick to its core product line – cosmetics – which was already being challenged by luxury retailers and other horizontal e-commerce competitors?
Expected learning outcomes
The case will provide the students the opportunity to conduct a situational analysis Identify and prioritize generic business and marketing strategies, review concepts of brand/line extension and conceive new product ideas, assess Jumei potential as a business-to-customer platform and assess brand equity and potential by comparison to another diversified brand.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject Code:
CSS 8: Marketing.
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Can Uslay and Mesut Çiçek
The branding concept has been applied to cities, destinations, regions and even nations to attract tourism, investments and residents. The Republic of Turkey with its rich…
Abstract
The branding concept has been applied to cities, destinations, regions and even nations to attract tourism, investments and residents. The Republic of Turkey with its rich historical heritage has been home to many applications of such diverse branding campaigns. While some of these campaigns have been criticised for their lack of efficacy, especially at the national level, several city-based or regional campaigns have proven more successful.
In this chapter, we review and examine place branding campaigns in Turkey. We provide examples of the increasing role of social media, cultural and historical heritage, role of movies and TV series, health- and faith-based tourism, mega-sports events, sustainable communications, the Slow City concept and public–private partnerships in contemporary place branding campaigns.
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Naresh K. Malhotra, Olivia F. Lee and Can Uslay
The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating…
Abstract
Purpose
The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating role of mindful marketing between market orientation and quality orientation, and their linkages to two emerging key outcomes: mindful consumption and value co‐creation.
Design/methodology/approach
Based on extant orientation and organizational mindfulness research, a conceptual framework is presented to characterize the nomological network among market and quality orientations, mindful marketing, mindful consumption and value co‐creation. In total, 14 propositions are extracted.
Findings
The paper proposes that the synergistic interaction of market and quality orientation has a direct influence on mindful marketing, which in turn influences two outcomes: mindful consumption and value co‐creation. The dual moderating role of market structure is also incorporated among the findings.
Practical implications
The proposed framework demonstrates how managers can emphasize market and/or quality orientation in order to develop an optimal mindful marketing strategy that would take the stakeholders' intrinsic benefits into account. It is suggested that this approach will lead to mindful consumption and increase the opportunities for value co‐creation among the stakeholders, which will ultimately lead to better organizational performance.
Originality/value
The paper represents a first attempt to integrate two strategic orientations, and the concept of mindfulness. It examines the intimate relationship between market and quality orientations and how they jointly lead to the development of mindful marketing. It also explores the role of two emerging constructs in marketing: mindful consumption and value co‐creation.