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Article
Publication date: 1 October 1995

Ed J. Nijssen and Karin F.M. Lieshout

Despite the large number of new product models and methodsavailable to improve the success rate of new products, empiricalevidence proves that only a few companies actually use…

4212

Abstract

Despite the large number of new product models and methods available to improve the success rate of new products, empirical evidence proves that only a few companies actually use them. This seems rather strange because today the pressure on companies to improve their new product development is high. A bottle‐neck may be the extent to which companies are aware of these models and methods. Companies may also have abandoned their use already. To investigate this, gathers empirical data from 75 industrial companies in The Netherlands. Results show that many companies are actually aware of these models and methods. However, they often do not know them by name. The average penetration level is about 30 per cent and the models and methods are used in an unfocused and less formal manner. The level of satisfaction with the performance of most models and methods is high. Furthermore, a positive relationship between the degree of use of models/methods and company′s gross profits exists.

Details

European Journal of Marketing, vol. 29 no. 10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 January 1979

MALCOLM P. ATKINSON

A survey of current work on database systems is presented. The area is divided into three main sectors: data models, data languages and support for database operations. Data…

244

Abstract

A survey of current work on database systems is presented. The area is divided into three main sectors: data models, data languages and support for database operations. Data models are presented as the link between the database and the real world. Languages range from formal algebraic languages to attempts to use a dialogue in English to formulate queries. The support includes hardware for content addressing, database machines and software techniques for optimizing and evaluating group expressions. Mathematical models are used to organize this support. Throughout there is a tutorial component and evaluation, which in both cases is related to the application of database ideas to documentation.

Details

Journal of Documentation, vol. 35 no. 1
Type: Research Article
ISSN: 0022-0418

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Book part
Publication date: 24 October 2015

Nayyer Naseem, Swati Verma and Attila Yaprak

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of…

Abstract

Purpose

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

Methodology/findings

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Research/practical/social implications

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

Originality/value

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.

Details

International Marketing in the Fast Changing World
Type: Book
ISBN: 978-1-78560-233-7

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Book part
Publication date: 14 January 2019

Bilgehan Bozkurt

Abstract

Details

Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

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Book part
Publication date: 24 October 2015

Kayhan Tajeddini, Ulf Elg and Pervez N. Ghauri

The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature…

Abstract

Purpose

The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on the business performance of a focal international SME.

Methodology/approach

The study is based upon a sample of 104 Swiss international firms and a questionnaire is used to capture their inter-firm marketing collaborations. Existing, well-established scales for market, brand, and entrepreneurial orientation were used and modified to capture the inter-firm dimension. The data was analysed using regression analysis.

Findings

Inter-firm market and entrepreneurial orientation have a significant positive influence of both market and financial performance. However, no significant impact was found for inter-firm brand orientation.

Originality/value

We show that collaboration within the marketing area is of critical importance for international SME in order to enhance their performance. Dealing with the increasing complexity and uncertainty in the global environment, we argue that international SMEs are especially dependent on improving their marketing collaborations in order to strengthen their competitive advantage. One main contribution is also to conceptualize and operationalize inter-firm marketing collaborations into a measurable empirical phenomenon, including scales that can also be used by other researchers in future studies.

Details

International Marketing in the Fast Changing World
Type: Book
ISBN: 978-1-78560-233-7

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Book part
Publication date: 1 January 2009

Thomas J. Reynolds and Joan M. Phillips

Abstract

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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Article
Publication date: 24 August 2021

Aybegüm Güngördü Belbağ

The current study builds on social identity theory and realistic conflict theory aims to identify the relationships amongst consumers' ethnocentrism, animosity, discomfort with…

446

Abstract

Purpose

The current study builds on social identity theory and realistic conflict theory aims to identify the relationships amongst consumers' ethnocentrism, animosity, discomfort with differences – a factor of universal-diverse orientation (UDO) – and reluctance to purchase German (RELG) and French automobiles (RELF) in the Turkish automobile market which is dominated by foreign brands.

Design/methodology/approach

Empirical data were collected via face-to-face surveys from 400 respondents in the emerging market Turkey. Structural equation modelling was employed to examine the direct and indirect effects between the variables.

Findings

The main predictors of the RELG are consumer ethnocentrism, discomfort with differences and economic animosity towards Germany, respectively. Furthermore, RELF in the Turkish market is positively affected by consumer ethnocentrism, war animosity towards France and discomfort with differences, respectively. Discomfort with differences mediates the relationship between consumer ethnocentrism and RELG and RELF.

Practical implications

International collaborations with local manufacturers have huge strategic impacts when establishing reliable relationships with Turkish consumers. Foreign companies can initiate socially responsible projects that will relay the message of similarities between cultures to decrease perceived cultural differences. Highlighting the similarities of Turkish consumers with a foreign company in promotional campaigns will be much beneficial.

Originality/value

Despite there are many studies regarding antecedents and consequences of consumer ethnocentrism, extant research overlooks the effect of animosity on this concept. Additionally, studies examining UDO in the marketing literature are scarce. This paper integrates UDO, consumer ethnocentrism, animosity and reluctance to purchase foreign products in one study.

Details

International Journal of Emerging Markets, vol. 18 no. 9
Type: Research Article
ISSN: 1746-8809

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Book part
Publication date: 23 November 2016

Hank C. Alewine and Timothy C. Miller

This study explores how balanced scorecard format and reputation from environmental performances interact to influence performance evaluations.

Abstract

Purpose

This study explores how balanced scorecard format and reputation from environmental performances interact to influence performance evaluations.

Methodology/approach

Two general options exist for inserting environmental measures into a scorecard: embedded among the four traditional perspectives or grouped in a fifth perspective. Prior balanced scorecard research also assumes negative past environmental performances. In such settings, and when low management communication levels exist on the importance of environmental strategic objectives (a common practitioner scenario), environmental measures receive less decision weight when they are grouped in a fifth scorecard perspective. However, a positive environmental reputation would generate loss aversion concerns with reputation, leading to more decision weight given to environmental measures. Participants (N=138) evaluated performances with scorecards in an experimental design that manipulates scorecard format (four, five-perspectives) and past environmental performance operationalizing reputation (positive, negative).

Findings

The environmental reputation valence’s impact is more (less) pronounced when environmental measures are grouped (embedded) in a fifth perspective (among the four traditional perspectives), when the environmental feature of the measures is more (less) salient.

Research limitations/implications

Findings provide the literature with original empirical results that support the popular, but often anecdotal, position of advocating a fifth perspective for environmental measures to help emphasize and promote environmental stewardship within an entity when common low management communication levels exist. Specifically, when positive past environmental performances exist, entities may choose to group environmental performance measures together in a fifth scorecard perspective without risking those measures receiving the discounted decision weight indicated in prior studies.

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Article
Publication date: 10 November 2022

Paolo Guenzi and Edwin J. Nijssen

Value-based selling (VBS) is increasingly a key success factor in business to business (B2B) settings, but its relationship with digital solutions selling (DSS) has not been…

1466

Abstract

Purpose

Value-based selling (VBS) is increasingly a key success factor in business to business (B2B) settings, but its relationship with digital solutions selling (DSS) has not been explored. This study aims to develop a motivation-opportunity-ability (MOA)-based model that shows how an individual salesperson’s task-specific motivation to implement DSS affects personal capabilities to engage in DSS-related internal coordination, customer networking and ultimately VBS behavior. The authors also account for the supervisor’s DSS-focused behavioral control as the opportunity variable, potentially influencing all other variables in the framework.

Design/methodology/approach

The authors test the model and hypotheses using data of 178 salespeople from a B2B company growing its digital solutions business. Path modeling and SmartPLS software are used to estimate the model.

Findings

The results demonstrate the key importance of DSS implementation motivation to implement VBS. The findings emphasize the mediating role of salespeople’s ability to collaborate with colleagues and engage in customer networking to configure the right idiosyncratic digital solutions and demonstrate these solutions’ economic value. Supervisors have a fundamental role in directly and indirectly stimulating DSS motivation, DSS-related customer networking ability and VBS.

Research limitations/implications

The study has several limitations. The authors examined a single company. In addition to internal coordination and customer networking, other relevant abilities of salespeople could be considered as mediators between DSS and VBS. Similarly, other opportunity factors may be analyzed in the future, such as supervisors’ risk orientation and ability to stimulate team spirit. Future research could also investigate other salespeople’s individual talents and additional organizational support variables that predict a salesperson’s behavioral and outcome performance in DSS and VBS.

Practical implications

Companies willing to adopt VBS should acquire, develop and retain salespeople characterized by strong motivation to implement DSS. Supervisors should adopt a DSS-focused behavioral control, and companies should support supervisors through appropriate training on how to manage detailed feedback to salespeople constructively and sales performance management systems that systematically track DSS-related sales force activities and results. Companies should also facilitate DSS-related teamwork, for example, through team incentives, and DSS-related customer networking, for instance, through appropriate sales enablement platforms and tools.

Originality/value

The research addresses the communalities and differences between solutions selling and VBS, suggesting a causal relationship. While prior research has analyzed solutions and value mainly as corporate strategies at the organizational level, the current study considers implementation at the individual salesperson level. The study focuses on digital solutions, which are more uncertain and complex to sell than traditional solutions.

Details

European Journal of Marketing, vol. 57 no. 3
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 August 1998

Edwin J. Nijssen and Ruud T. Frambach

This research investigates (1) the share of new product development (NPD) research services in market research (MR) companies’ turnover, (2) MR companies’ awareness and use of NPD…

3721

Abstract

This research investigates (1) the share of new product development (NPD) research services in market research (MR) companies’ turnover, (2) MR companies’ awareness and use of NPD tools and the modifications made to these NPD tools, and (3) MR company managers’ perceptions of the influence of client use of commissioned NPD research on client NPD performance. The results from a sample of 35 Dutch and Belgium MR companies show that NPD research is a major growth area. MR companies mainly use qualitative research and focus on marketing‐mix and product optimization services. A moderate awareness and use of NPD tools exists, although major differences between tools exist. In over 75 percent of all cases MR companies have adjusted the NPD tools they use. Especially customization and standardization of the tools have taken place. Analyzing the relationship between the level of use of commissioned NPD research and client NPD performance, no significant main effect is found. However, a positive effect exists between the use of MR companies’ services and NPD performance for firms that specifically aim to solve NPD problems and/or increase their NPD success.

Details

Journal of Product & Brand Management, vol. 7 no. 4
Type: Research Article
ISSN: 1061-0421

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