Pingjun Jiang and Bert Rosenbloom
This research reviews numerous studies of the relationship between consumer knowledge and external search in conventional marketing channels to investigate differences among these…
Abstract
Purpose
This research reviews numerous studies of the relationship between consumer knowledge and external search in conventional marketing channels to investigate differences among these studies that have produced conflicting results. The findings provide a benchmark for future researchers and practitioners seeking to gain insight into consumer information search processes unfolding in the new environment of online, mobile, and social networking channels.
Methodology
A meta-analysis of an extensive array of empirical studies of the relationship between consumer knowledge and external information search was conducted. Regression analysis was used to test whether certain characteristics in the studies can explain variability in the effect sizes in which effect sizes are entered as dependent variables and moderators as independent variables.
Findings
Objective and subjective knowledge tend to increase search, while direct experience tends to reduce search. Consumers with higher objective knowledge search more when pursuing credence products. However, they search relatively less when pursuing search products. Consumers with higher subjective knowledge are much more likely to search in the context of experience products, but as is the case for objective knowledge having little effect on search for experience products, subjective knowledge has no significant effect on information seeking for search products. In addition, objective knowledge facilitates more information search in a complex decision-making context while higher subjective knowledge fosters more external information search in a simple decision-marketing context. Finally, the findings indicate that the knowledge search relationship reflects strong linkage in the pre-Internet era.
Originality
Relatively little is known about how the relationship between knowledge and information search varies across different types of products in simple or complex decision-making contexts. This study begins to fill this gap by providing insight into the relative importance of objective knowledge, subjective knowledge, and direct experience in influencing consumer information search activities for search, experience, and credence products in simple or complex decision-making contexts.
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Antonios Georgopoulos, Eleftherios Aggelopoulos, Elen Paraskevi Paraschi and Maria Kalogera
This paper aims to examine the effect of R&D laboratories on the perceived performance of MNE subsidiaries during recession.
Abstract
Purpose
This paper aims to examine the effect of R&D laboratories on the perceived performance of MNE subsidiaries during recession.
Design/methodology/approach
Employing resource-based view and knowledge-based theory, the authors investigate a unique sample of 171 technologically heterogenous foreign MNE subsidiaries located in Greece over the period of recession 2009–2016. The sample subsidiaries operate different types of R&D laboratories.
Findings
The authors find that MNE subsidiaries with advanced R&D laboratories such as locally integrated laboratories (LILs) and internationally interdependent laboratories (IILs) perform better in recession than subsidiaries with support laboratories (SLs) or subsidiaries without R&D laboratories. Overall, the authors find an asymmetric performance contribution of R&D laboratories at subsidiary level.
Originality/value
The study provides useful insights into the environmentally derived “knowledge-based - performance” context, so filling an important research gap, since little is known about the performance impact of the input-side of technological activity at MNE subsidiary level, especially as regards R&D facilities/infrastructure. Based on the findings the authors identify important managerial implications.
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Davoud Nikbin, Mohammad Iranmanesh, Morteza Ghobakhloo and Behzad Foroughi
This study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What…
Abstract
Purpose
This study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What marketing mix strategies should companies undertake to shine in the post-pandemic world?
Design/methodology/approach
As recession caused by the COVID-19 crisis is one of the main drivers of business environment and customer behaviour changes, the authors systematically reviewed articles on marketing mix strategies during recessions. Out of 1,128 documents extracted from the Scopus database, 41 English-written articles were selected and analysed.
Findings
This study illustrates: (1) marketing budgets should not be cut during COVID-19 and (2) the marketing mix practices and strategies that firms should undertake during COVID-19 pandemic in terms of product, price, promotion, and place were explained.
Originality/value
The findings of this study advance the understanding of marketing strategies and practices that should be adopted and put into practice to deal with the impacts of COVID-19 on the business environment and shine in the post-COVID-19 world.
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Harini K.N. and Manoj T. Thomas
Over the years, the impact of the business cycle on firm strategy has been neglected in the area of strategic management and remains one of the most important but least developed…
Abstract
Purpose
Over the years, the impact of the business cycle on firm strategy has been neglected in the area of strategic management and remains one of the most important but least developed research streams in management scholarship. Studies in this area are scattered across time and domains, therefore, there is a need to consolidate this fragmented literature to provide a comprehensive review and thus avenues for further research. This study aims to address this gap.
Design/methodology/approach
In this study, the systematic literature review (SLR) method is used to select and examine research articles in the area of firm responses and decisions during recession. This SLR examines 127 studies and carries out a thematic synthesis of the literature.
Findings
Based on the SLR and thematic synthesis of the literature, the themes identified in this study include – severity of recession impact (Theme 1); firm specific characteristics (Theme 2); resource adjustment activities (Theme 3); and firm performance (Theme 4), based on these themes and analysis this paper maps and proposes various relationships and linkages in this research domain that can be explored further for the development of scholarship in this field of study.
Originality/value
This paper fulfills the need for a systematic review of the extant literature on firms’ responses during recession. The study synthesizes literature and carries out a thematic analysis from 1980 till the period February 2024 to provide directions to advance this domain of literature.
Venkat Kuppuswamy, George Serafeim and Belén Villalonga
Using a large sample of diversified firms from 38 countries we investigate the influence of several national-level institutional factors or “institutional voids” on the value of…
Abstract
Using a large sample of diversified firms from 38 countries we investigate the influence of several national-level institutional factors or “institutional voids” on the value of corporate diversification. Specifically, we explore whether the presence of frictions in a country’s capital markets, labor markets, and product markets, affects the excess value of diversified firms. We find that the value of diversified firms relative to their single-segment peers is higher in countries with less-efficient capital and labor markets, but find no evidence that product market efficiency affects the relative value of diversification. These results provide support for the theory of internal capital markets that argues that internal capital allocation would be relatively more beneficial in the presence of frictions in the external capital markets. In addition, the results show that diversification can be beneficial in the presence of frictions in the labor market.
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Anand S. Patel and Kaushik M. Patel
This paper aims to develop an initial understanding of the Lean Six Sigma methodology since its inception and examine the few Lean Six Sigma dimensions as a research domain…
Abstract
Purpose
This paper aims to develop an initial understanding of the Lean Six Sigma methodology since its inception and examine the few Lean Six Sigma dimensions as a research domain through a critical review of the literature.
Design/methodology/approach
The paper is structured in two-part. The first part of the paper attempts to dwell on the evolution of the Lean Philosophy and Six Sigma methodology individually and the emergence of Lean Six Sigma methodology, covered under the Lean Six Sigma: a historical outline section. The second part of the study examines the dimensions associated with Lean Six Sigma such as frameworks, critical success factors, critical failure factors, type of industry, performance metric, year, publisher and journal, based on a total of 223 articles published in 72 reputed journals from the year 2000 to 2019 as a literature review.
Findings
The adoption of Lean Six Sigma, as a continuous improvement methodology, has grown enormously in the manufacturing and few service sectors such as health care and higher education during the past decade. The study revealed that researchers came out with conceptual frameworks for the implementation of Lean Six Sigma, whereas the validation through case studies seems to be lacking. The integration of Lean Six Sigma and other approaches with a focus on sustainability and the environment has emerged as a research field. A few of the most common critical success and failure factors were identified from the articles studied during the study.
Research limitations/implications
This paper may not have included some of the studies due to the inaccessibility and selection criteria followed for the study.
Originality/value
This paper will provide an initial introduction on Lean, Six Sigma and Lean Six Sigma and research insights Lean Six Sigma to beginners such as students, researchers and entry-level professionals.
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This chapter integrates research that highlights and demonstrates the importance of the marketing mix and customer attitudinal metrics in influencing the customer’s path to…
Abstract
This chapter integrates research that highlights and demonstrates the importance of the marketing mix and customer attitudinal metrics in influencing the customer’s path to purchase. A key objective of this chapter is the provision of an integrative conceptual framework that links marketing actions to customer mindset metrics along the consumer’s path to purchase and the identification of the mechanisms by which customer mindset metrics contribute to consumer purchase journey. Specifically, it delineates two routes for the effects to manifest on sales: the “mindset route” where marketing actions influence customer mindset metrics, which in turn influence brand performance, or the “transactions route” where marketing actions influence market performance directly without influencing the intermediate mindset metrics. A second objective is to identify empirical patterns on incorporating marketing mix and mindset metrics along the path to purchase by reviewing key papers in this domain. Finally, the chapter concludes with the formulation of a rich, forward-looking research agenda on the customer mindset metrics – path to purchase link.
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Evert de Haan, Peter C. Verhoef and Thorsten Wiesel
Attitudes, perceptions, and intentions of a firm's customers, which can be captured via customer feedback metrics (CFMs), provide valuable information about the state of a firm's…
Abstract
Attitudes, perceptions, and intentions of a firm's customers, which can be captured via customer feedback metrics (CFMs), provide valuable information about the state of a firm's customer base. CFMs can help capture the impact of marketing actions on future customer behavior and future firm performance, and thus can help make marketing become more accountable. CFMs have received much attention in marketing research and business practice since the 1970s. In this chapter, we provide a short historical overview of the development of, and research about, CFMs, we classify the different types of CFMs, we highlight the empirical findings of the drivers and consequences of CFMs, and we explore how CFMs can be integrated in a firm's customer dashboard in order to make marketing more accountable. We furthermore explore some of the challenges in accurately measuring CFMs, and in the end of this chapter, we provide information on how to capture CFMs in the age of social listening via modern tools involving text-, voice-, and video-mining.
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Swati Alok, Sudatta Banerjee and Navya Kumar
This study aims to identify demographic characteristics, personal attributes and attitudes and social support factors that adversely or favourably affect the likelihood of career…
Abstract
Purpose
This study aims to identify demographic characteristics, personal attributes and attitudes and social support factors that adversely or favourably affect the likelihood of career persistence amongst women workers of the Indian IT sector.
Design/methodology/approach
The research, grounded in the social cognitive career theory, analyses primary data collected from 850 women working in IT via a survey. Based on an original definition of career persistence, the sample was segregated into 427 persistent and 423 non-persistent women. Logistic regression was performed to test for the effect of various determinants on the likelihood of women being career persistent versus non-persistent.
Findings
Being married, having children, as well as high levels of belief in gender disadvantage and work–family conflict lowered the likelihood of career persistence amongst women. While being a manager, possessing high career identity, high occupational culture fit, positive psychological capital and family support boost the likelihood.
Originality/value
The study examines women's actual continuance in an IT career vis-à-vis exit from the workforce/IT field, rather than women's stated intent to persist/quit as previously investigated. It uses logistic regression to identify both hurdles and aids on the path of women's career persistence. The findings can help recognize women more likely to struggle, thus be a first step in targeted organizational interventions to plug a leaky talent pipeline.
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Joo‐Gim Heaney and Ronald E. Goldsmith
Empirically examines how certain variables influence the extent of external information search for banking services. The effects of perceived benefit, perceived cost, perceived…
Abstract
Empirically examines how certain variables influence the extent of external information search for banking services. The effects of perceived benefit, perceived cost, perceived risk, and perceived knowledge are tested within a proposed structural equation, cost‐benefit based Banking Services Model (BSM). Surveys a sample of 661 students at a major US university to gather data on their information search for banking services. The results reveal that the BSM provides a good fit to the data. Perceived benefit, cost and knowledge influence the extent of prepurchase bank information search. In addition, the consumers felt that it was more beneficial to obtain more information when there was a perceived benefit of lowering risk and when they already had some form of prior product knowledge. Implications of the BSM for services marketing management and consumer theory, limitations of the study, and future research are discussed.