This is the fourth comprehensive register of current research in marketing to appear in this Journal. It is hoped that it will prove useful as a source of information to all those…
Abstract
This is the fourth comprehensive register of current research in marketing to appear in this Journal. It is hoped that it will prove useful as a source of information to all those with interests in the subject. The projects listed do not include research work undertaken by commercial organisations or studies conducted in educational institutions where the results are not intended to be generally available. Otherwise, every effort has been made to obtain basic information from research workers willing to discuss their efforts with other interested individuals.
R.G. Wyckham, P.T. Fitzroy and G.D. Mandry
Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be…
Abstract
Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be dysfunctional. Argues the need to develop multi‐dimensional taxonomies that include market characteristics, relating results to the firm's marketing strategy. Proposes to stir discussion of the applicability of this separation of products and services, with particular reference to the characteristics used to make this distinction. Contends that, in terms of marketing, services are not differing too much from products, and develops this contention. Concludes that the literature relating to the distinction between products and services is found wanting and more work needs to be done.
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Presents the findings of a survey carried out in the UK but based on one in the USA, on whether academic development and teaching of a subject is inextricably tied to educators'…
Abstract
Presents the findings of a survey carried out in the UK but based on one in the USA, on whether academic development and teaching of a subject is inextricably tied to educators' conceptions of the field of study. Uses tables to show the results of the questionnaire and discusses them in depth. Concludes externally controlled marketing courses might well be pressurised to accommodate a broader conception of marketing.
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Michael Möhring, Barbara Keller, Rainer Schmidt and Scott Dacko
This paper aims to investigate actual tourist customer visiting behavior with behavioral data from Google Popular Times to evaluate the extent that such an online source is useful…
Abstract
Purpose
This paper aims to investigate actual tourist customer visiting behavior with behavioral data from Google Popular Times to evaluate the extent that such an online source is useful to better understand, analyze and predict tourist consumer behaviors.
Design/methodology/approach
Following six hypotheses on tourist behavior, a purpose-built software tool was developed, pre-tested, and then used to obtain a large-scale data sample of 20,000 time periods for 198 restaurants. Both bi-variate linear regression and correlation analyzes were used for hypothesis testing.
Findings
Support was established for the hypotheses, through an analysis of customer reviews, timing effects, the number of pictures uploaded and price segment information provided by tourists to a given restaurant. Also, a relationship to average duration time was found to be positive. The findings demonstrate that data provided through Google Popular Times matches theoretical and logical assumptions to a high degree. Thus, the data source is potentially powerful for providing valuable information to stakeholders (e.g. researchers, managers and tourists).
Originality/value
This paper is the first to both conceptually and empirically demonstrate the practicality and value of Google Popular Times to better understand, analyze and predict tourist consumer behaviors. Value is thereby provided by the potential for this approach to offer insights based behavioral data. Importantly, until now such an approach to gathering and analyzing this volume of actual customer data was previously considered far less practical in terms of time and expense.
目的 (Purpose)
本研究旨在用谷歌热门时段(Google Popular Times)的行为数据来探讨游客的实际访问行为, 以评估此种线上资源对理解、分析和预测游客消费行为的实用程度。
设计/方法学/方式 (Design/methodology/approach)
基于对游客访问行为的六个假设, 本研究开发并前测一种专用软件工具, 用其收集198家餐厅中20,000个时间段的大规模数据样本。双变量线性回归(bi-variate linear regression)和相关性分析(correlation analyzes)均用于检验假设。
发现(Findings)
研究结果支持本文假设, 包含顾客评论数量、时间影响、图片数量以及价格区间等资讯對特定餐厅游客平均数量之預測; 同时亦发现与平均持续时间的正向关系。研究结果证明, 谷歌热门时段所提供的数据很大程度上符合理论与逻辑假设。因此, 其具备潜在强大功能, 能为利害关系人(如研究者, 管理者, 游客)提供高价值的资讯。
原创性/价值(Originality/value)
本研究是第一个从概念与实证上证明谷歌热门时段的实用性和价值, 进而深入理解、分析和预测游客消费行为。此方式透过行为数据来提供深入的见解并创造价值; 重要的是, 在此之前, 这种收集与分析大量实际顾客数据的方法被认为缺乏时间与成本效益。
Propósito
El presente documento tiene como objetivo investigar las conductas de visita de los clientes turísticos reales con datos de comportamiento de Tiempos populares de Google (Google Popular Times) para evaluar el grado en que dicha fuente online es útil para comprender, analizar y predecir mejor las conductas de los consumidores turísticos.
Diseño/metodología/enfoque
Siguiendo seis hipótesis sobre el comportamiento de los clientes turístico visitante, se desarrolló una herramienta de software especialmente diseñada, probada con anterioridad y posteriormente se utilizó para obtener una muestra de datos a gran escala de 20.000 períodos de tiempo para 198 restaurantes. Se utilizaron tanto la regresión lineal bi-variante como los análisis de correlación para probar las hipótesis.
Hallazgos
Se apoya la hipótesis que incluyen la cantidad de comentarios de los clientes, los efectos de tiempo, el número de imágenes y la información del segmento de precios sobre la cantidad de turistas que visitan un restaurante determinado en promedio. Además, se encuentra una relación positiva con el tiempo de duración promedio. Los hallazgos demuestran que los datos proporcionados a través de Google Popular Times coinciden en alto grado con las suposiciones teóricas y lógicas. Por lo tanto, la fuente de datos es potencialmente eficaz para proporcionar información valiosa a los interesados (por ejemplo, investigadores, administradores, turistas).
Originalidad/valor
Este ensayo es el primero que demuestra conceptual y empíricamente la practicidad y el valor de Google Popular Times para entender, analizar y predecir mejor el comportamiento del consumidor turístico. Por lo tanto, el valor es proporcionado por el potencial de este enfoque para ofrecer datos de comportamiento basados en la comprensión. Es importante señalar que hasta ahora ese enfoque para reunir y analizar ese volumen de datos reales sobre los clientes se consideraba menos práctico en términos de tiempo y gastos.
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Rodney McAdam and John McClelland
The aim of this paper is to critique and review the role of individuals and teams in idea generation as part of the overall organisational creativity and innovation process. Key…
Abstract
The aim of this paper is to critique and review the role of individuals and teams in idea generation as part of the overall organisational creativity and innovation process. Key objectives are to determine organisational development needs and research agendas in this area. Organisations continue to emphasise the need for increased creativity and innovation within their employees and markets. However, the literature and organisational practice relating to these areas remains somewhat lacking in regard to the front end of creativity and innovation, namely idea generation. First, this paper briefly reviews the creativity literature from individual and team perspectives, identifying the need for more research into idea generation as part of creativity. Second, this paper reviews the idea generation literature and identifies agendas for further research.
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To develop understanding of why the use of business information in new product development proves problematic in practice, and to show how obstacles and difficulties may be…
Abstract
Purpose
To develop understanding of why the use of business information in new product development proves problematic in practice, and to show how obstacles and difficulties may be overcome by reference to the process of using business environmental scanning (BES) for the purpose in a real organisation.
Design/methodology/approach
A longitudinal case study based on a single company in the European automotive industry, the anonymous XCar. Data gathering combined participant observation and formal interviews with managers, both of which were scrupulously recorded, coded and interpreted.
Findings
The use of BES for generation of new product ideas should apply creativity to the interpretation of trend analysis, serving as a base for the formulation of product proposals. The literature argues that the process needs to be more exploratory than confirmatory, with the focus on identifying opportunities rather than, as is common, on reducing uncertainty. This case study shows how that was achieved in practice. Likewise, while some authors argue for the importance of the volume of the information collected, others assert that its use is more critical. The case study confirms the latter view, and shows how internal processes converted data into decision‐making and planning inputs.
Research limitations/implications
As with any single‐firm case study, further research is indicated, within other industries and related to different applications.
Practical implications
The results from this single case provide potentially useful insights into the application of business information gathering to the generation of new product ideas, both in theory and in practice. They show how the purpose of the process shifted slowly but steadily in one organisation from confirmation to exploration, though not without difficulty. One key lesson is that the managerial focus must change accordingly.
Originality/value
Few detailed empirical studies are available on the gathering and application of information on the business environment in practice, specifically as an aid to new product development. This study contributes to collective knowledge by shedding light on this area.
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George J. Avlonitis, Athanassios Kouremenos and Nicos Tzokas
Presents research which: introduces a new multidimensional concept ofthe innovativeness of organizations; develops an approach for itsmeasurement involving a cross‐section of…
Abstract
Presents research which: introduces a new multidimensional concept of the innovativeness of organizations; develops an approach for its measurement involving a cross‐section of innovations adopted by multiple organizations in multiple industries; identifies different economic, organizational/managerial, industry specific and governmental/legislation and infrastructure factors which influence the various dimensions of the innovativeness of organizations; and suggests how this alternative approach can be used for the better understanding of the concept of the innovativeness of organizations and its applied context within the marketing discipline.
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David Ford and Chris Ryan
Seeks to identify peculiarities involved in the sale of know‐how, suggesting various marketing strategies. Differentiates between three marketing activities: the use of a…
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Seeks to identify peculiarities involved in the sale of know‐how, suggesting various marketing strategies. Differentiates between three marketing activities: the use of a technology in manufacture or design; the marketing of a service based on a particular technology; and the sales of a technology in its entirety. Describes this as an exploratory study of issues and problems arising from the marketing of a company's technology or know‐how. Concludes that this work has sought to identify the peculiarities involved in the sale of know‐how, aiming to increase understanding.
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Stresses the necessity of systematic design of services. Asserts that systematic design is a necessary pre‐requisite for service quality. Describes how the Nordic School of…
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Stresses the necessity of systematic design of services. Asserts that systematic design is a necessary pre‐requisite for service quality. Describes how the Nordic School of Services has found that service quality is key to competitiveness and profitability. Asserts that gradually service design stands out as the master key. Introduces the concepts of servuction quality and design quality ‐ the two sources of service quality. Discusses techniques for service design and the relationship between profits, costs and quality. Concludes by summarizing a service design strategy.
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Investigates the role of the professional in a firm offering professional services aiming to answer the questions of: what marketing activities the professional might use; what…
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Investigates the role of the professional in a firm offering professional services aiming to answer the questions of: what marketing activities the professional might use; what proportion of his/her time should be divided into what areas; and how marketing sales and costs might be calculated. Looks at current practices in this area, and attempts to find conceptual frameworks to guide professional service firms in the marketplace.