Search results

Drawing upon the framework set forth in the Interaction Model developed by the European IMP Group, examines factors leading to close relationships between buyers and sellers. An empirical test, using multiple regression analysis, demonstrates that the exchange of information and interpersonal contacts produce a co‐operative atmosphere between buyer and seller which, in turn, sets the stage for mutual adaptation. A model presented and tested affirms the relationships implied by the IMP Interaction Model and suggests managerial actions which should strengthen the links between buyer and seller.

Companies that successfully incorporate international sourcing into their international marketing strategies enhance their abilities to provide their customers with quality products at acceptable prices. To a large extent, an effective international marketing strategy depends on a firm′s ability to segment its international markets. Previous studies addressed country segmentation on the basis of clustering a group of countries by an array of macroeconomic factors. These studies focussed their attention on segmenting countries on the factors important to making marketing decisions. Focusses on the making of sourcing decisions. More specifically, analyzes the extent to which countries belong to the same grouping on the basis of purchasing patterns of materials, components, finished products or technology. One‐hundred‐and‐thirty‐five firms representing 42 different countries were surveyed. The countries were clustered on the basis of these firms′ sourcing strategies. The market segment approach enables industrial marketers who are inexperienced in marketing internationally to borrow from the experience of firms which are already present in such markets. Furthermore, the availability and reliability of data and the proposed methodology can serve as useful tools in conducting such research.

Explores the factors that motivate companies to utilize offshore sources or prevent them from doing so. One‐hundred‐and‐fifteen firms representing 68 different industries were surveyed. The findings indicate that buyers in the responding companies followed a more traditional approach to purchasing, concentrating on a search for the lowest cost source of supply. The ability to access and rely on a global network of world‐class suppliers holds the key to competitiveness in today′s environment.

Controversy exists about the shape of the relationship between loyalty and profitability. This paper aims to address the possibly nonlinear effects of behavioral loyalty (BLOY) on customer spending (as a proxy for profitability). Building on social exchange theory and the norm of reciprocity, it examines the asymmetries between BLOY and customer spending and the moderating influence of personal communication (PCOMM) as a social reward and dispositional positive reciprocity as process evidence.

Study 1a (n = 309) gathered customer data from four restaurants and Study 1b (n = 252) data from hotel guests after they checked out. Study 2 is an experimental study with two manipulated factors (BLOY and PCOMM). In total, 295 participants from a large German online panel completed the study.

The results indicate an inverted-U shaped relationship between BLOY and customer spending: after reaching a turning point, customers gradually curb spending as their BLOY further increases. High PCOMM acts as a reciprocal response while triggering additional customer spending particularly at higher levels of behavioral loyalty; positive reciprocity adjusts the differences in customer spending when social rewards such as PCOMM are present.

The asymmetric relationship between BLOY and customer spending is tested only for hedonic service settings.

Not all loyal customers spend more – companies need to meet their reciprocal obligations before they can benefit from increased customer spending.

The present research re-considers the nature of the relationship between BLOY and customer spending and reveals an inverted-U shaped relationship, with a turning point beyond which greater customer loyalty decreases customer spending. It finds converging process evidence for the mechanism of reciprocity underlying this relationship. This study also details the financial impact of BLOY on the firm by investigating actual customer spending.

An empirical study was conducted to determine the thermal fatigue behaviour of 1.27 mm pitch, J‐bend and gullwing surface mount solder joints, manufactured with four low‐temperature solders. Selected solder alloys were: 58Bi‐42Sn (wt %), 43Sn‐43Pb‐14Bi, 52ln‐48Sn and 40ln‐40Sn‐20Pb. Accelerated thermal cycling was used in conjunction with metallographic analysis and mechanical (pull) strength measurement to test their behaviour. The relative merit of each solder composition was determined by comparing it with 63Sn‐37Pb solder, subjected to identical testing conditions. The strength decreased linearly with increased number of thermal cycles for gullwing solder joints of all four solder alloys. The fatigue lifetime was relatively longer for 58Bi‐42Sn and 40ln‐40Sn‐20Pb than for other alloys, but significantly lower than that obtained with 63Sn‐37Pb solder. No discernible degradation of strength was observed with the J‐bend solder joints of any solder alloy, even after the completion of 6000 thermal cycles. Thermal fatigue resistance of the latter joints was attributed to a more favourable coefficient of thermal expansion (CTE) mismatch. Solder joint cracking occurred only in gullwing components soldered with 52ln‐48Sn, 40ln‐40Sn‐20Pb and 43Sn‐43Pb‐14Bi alloys, after 1000 or 2000 thermal cycles. The crack initiated on the outside surface of the solder fillet, and appeared to propagate through both phases of the microstructure. The stress‐induced heterogeneous coarsening of the microstructure was evident only with 43Sn‐43Pb‐14Bi solder, although not as prevalent as that usually observed with eutectic Sn‐Pb solder. Fatigue cracks were absent from solder joints of 58Bi‐42Sn and 63Sn‐37Pb alloys.

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into ten sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research; Product management; Channel management; Logistics and distribution; New product development; Purchasing.

The principal purposes of this paper are to provide normative advice in terms of managing the British Monarchy as a Corporate Heritage Brand and to reveal the efficacy of examining a brand's history for corporate heritage brands generally.

Taking a case history approach, the paper examines critical events in the Crown's history. It is also informed by the diverse literatures on the British Monarchy and also marshals the identity literatures and the nascent literature relating to corporate brands. Six critical incidents that have shaped the monarchy over the last millennium provide the principal data source.

In scrutinising key events from the institution's historiography it was found that the management and maintenance of the Crown as a corporate brand entail concern with issues relating to: continuity (maintaining heritage and symbolism); visibility (having a meaningful and prominent public profile); strategy (anticipating and enacting change); sensitivity (rapid response to crises); respectability (retaining public favour); and empathy (acknowledging that brand ownership resides with the public). Taking an integrationist perspective, the efficacy of adopting a corporate marketing approach/philosophy is also highlighted.

A framework for managing Corporate Heritage is outlined and is called “Chronicling the Corporate Brand”. In addition to Bagehot's dictum that the British Monarch had a constitutional obligation to encourage, advise and warn the government of the day, the author concludes that the Sovereign has a critical societal role and must be dutiful, devoted and dedicated to Her (His) subjects.

This is one of the first papers to examine the British Monarchy through a corporate branding lens. It confirms that the Crown is analogous to a corporate brand and, therefore, ought to be managed as such.

The purpose of this paper is to report on research undertaken within a European‐based airline services firm. As a result of pressures within the airline industry the firm embarked on a cost reduction programme, recognising the need to achieve more synergy from its procurement spend, located in semi‐autonomous business units (BUs). The paper describes sequentially the two stages of the author's involvement in the project and the outputs and results realised.

The aim was to design a practical tool, based on academic inputs, which could be used by the business to achieve purchasing synergy. The research is reported in a case study format and develops an original mixed method approach. This approach combines interviews, a focus group, cognitive mapping and portfolio analysis and leads to the production of a decision‐making framework for implementing purchasing pooling.

The results illustrate that prior to the study, procurement was highly fragmented with little co‐ordination between BUs. The company needed to standardise many of its item specifications to facilitate purchasing pooling. A hierarchy is created as a valuable tool for understanding the various and conflicting factors in item selection for pooling initiatives. In addition, four purchasing strategies are identified, to support synergy in the firm.

The decision‐making framework developed for the business is used to illustrate how the firm achieved purchasing synergy across its BUs. The approach can similarly be adopted in organisations with a high level of fragmentation in their spend.

The research demonstrates the value of applying academic knowledge and multiple methods in creating practical solutions for managers. It also addresses some of the weaknesses identified in using single methods of analysis such as portfolios.