This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008161. When citing the article, please…
Abstract
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008161. When citing the article, please cite: Gene R. Laczniak, Robert F. Lusch, (1986), “ENVIRONMENT AND STRATEGY IN 1995: A SURVEY OF HIGH-LEVEL EXECUTIVES”, Journal of Consumer Marketing, Vol. 3 Iss: 2, pp. 27 - 45.
Gene R. Laczniak and Robert F. Lusch
A survey of Fortune 500 vice‐presidents of marketing and planning reveals their views of the business environment in 1995 along with their expected changes in corporate and…
Abstract
A survey of Fortune 500 vice‐presidents of marketing and planning reveals their views of the business environment in 1995 along with their expected changes in corporate and marketing strategy. These perspectives can serve as a catalyst to other executives for thinking about future business environments as well as possible corporate responses to the shape of the future. Whether the predictions of the organizational managers we surveyed materialize or not, their views are worthy of careful scrutiny by any organization that takes strategic planning as a serious and important exercise in plotting a firm's future.
Syed H. Akhter and Gene R. Laczniak
The views of Fortune 500 vice‐presidents of marketing andplanning concerning future competitive environments, technologicaldevelopments, political developments and marketing mix…
Abstract
The views of Fortune 500 vice‐presidents of marketing and planning concerning future competitive environments, technological developments, political developments and marketing mix variables are presented. The composite picture developed from their world views helps highlight the strategic business areas that international marketers, especially exporters to the USA, should seriously examine before developing their international marketing strategies.
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Gene R. Laczniak and Robert F. Lusch
The need for management to better anticipate the future is the urgent message currently being advocated by consultants in strategic market planning. Uses a survey of high‐level…
Abstract
The need for management to better anticipate the future is the urgent message currently being advocated by consultants in strategic market planning. Uses a survey of high‐level managers from Fortune 1,000 corporations to illustrate the advantages of cultivating a flexible mindset concerning environmental trends and their strategic marketing implications. Reviews projected developments in the economy, technology, ecology and the social/political environments that are expected to occur by 2005. Discusses appropriate marketing responses to these trends.
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Ann-Marie Kennedy and Gene R Laczniak
This paper seeks to gain an understanding of how different consumer conceptualisations in marketing may lead to negative outcomes. Every profession has its grand vision. The…
Abstract
Purpose
This paper seeks to gain an understanding of how different consumer conceptualisations in marketing may lead to negative outcomes. Every profession has its grand vision. The guiding vision for most marketing professionals is customer orientation. Of course, reality is more complex and nuanced than a single unified vision. Organisations tout their consumer-centric marketing decisions, in that they use consumer research to make operational decisions about products, prices, distribution and the like. However, marketers’ treatment of consumers is often far from the customer’s best interests. It is proposed that by understanding the different conceptualisations of the consumer over time, we can explore their implications for putting authentic consumer-centric marketing into practise.
Design/methodology/approach
A thematic analysis of marketing thought as reflected in the marketing literature.
Findings
This review of the history of marketing thought bears out a diversity of opinions concerning the role of consumers in aiding marketing efficiency and effectiveness. Not all views of the customer are nurturing of the marketing concept nor predicated on a solicitous relationship with consumers. A demonstrable lack of consumer orientation can lead to a distrust of marketers as well as the extant marketing system. Often additional regulation of marketers and markets is a compensating result and sometimes the structure of the marketing system itself may require adjustment.
Originality/value
This paper is intended to nudge marketing academics to more thoughtfully examine the pragmatic implications of how marketing managers conceive of the typical consumer. After conducting a thematic analysis of marketing thought, a normative ethical argument is then put forward concerning why an adherence to this fragile grand vision of marketing – genuine customer concern – is important for prudential marketing and the overall health of the marketing system.
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Patrick E. Murphy, Gene R. Laczniak and Graham Wood
The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach.
Abstract
Purpose
The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach.
Design/methodology/approach
The approach is a conceptual one providing a background on relationship marketing from both American and European perspectives. Earlier studies published in EJM on relationship marketing are featured in a table.
Findings
The proposed ethical relationship marketing approach has three stages (establishing, sustaining and reinforcing) that are paired with specific virtues (trust, commitment and diligence). These and other facilitating virtues are shown in a figure.
Researchlimitations/implications
The model and its components have yet to be tested empirically. Some strategies for undertaking such research are discussed.
Practical implications
Several European and American companies that currently practice ethical relationship marketing are discussed.
Originality/value
Although relationship marketing has been studied for a number of years by many scholars, the ethical basis of it has not been thoroughly examined in any previous work.
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Stephen L. Vargo, Robert F. Lusch, Melissa Archpru Akaka and Yi He
A. Parasuraman and P. Varadarajan
Numerous conceptual and empirical studies in the services marketing literature have focused on the unique characteristics of services and the resulting marketing problems…
Abstract
Numerous conceptual and empirical studies in the services marketing literature have focused on the unique characteristics of services and the resulting marketing problems. Building on these works, this article explores differences in the future strategic orientation of goods and service businesses in the context of various functional areas.
Bo Enquist, Bo Edvardsson and Samuel Petros Sebhatu
Following this introduction, this paper presents two conceptual and theoretical analyses – (i) CSR and its relation to profit and charity (ii) CSR as part of a service business…
Abstract
Following this introduction, this paper presents two conceptual and theoretical analyses – (i) CSR and its relation to profit and charity (ii) CSR as part of a service business model. The paper then illustrates these concepts using a comparative study of four service firms, with particular emphasis on their different CSR activities and how these affect the mission of each company. All four of the service companies are global actors with strong Service Brands (Edvardsson, Enquist and Hay, 2006) and a leading position in using CSR as a driving force for doing business: IKEA, Starbucks, H&M and the Body Shop. The paper then draws together the conceptual analysis and the case studies in a discussion of how CSR can be a proactive driver in the service business. Because of the limit space for a QMOD paper the focus is on the conceptual and theoretical analysis part and the empirical part and discussion/conclusion has to be further developed.