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Article
Publication date: 1 April 1953

J.D. HOOLEY

On appointment as librarian, the author took over 1,500 trade catalogues in addition to the usual library stock. The catalogues had been stored on shelves, loosely inserted in…

23

Abstract

On appointment as librarian, the author took over 1,500 trade catalogues in addition to the usual library stock. The catalogues had been stored on shelves, loosely inserted in Manila folders, a system which proved hopelessly inefficient. It was necessary to continue to use the shelving but, because of the varying size of the catalogues, box files would be wasteful of space. The existing classification was in alphabetical order according to firms, subdivided by numbers, but failed when a subject approach was needed. Lastly, there was the problem of keeping the catalogue collection up to date. The author asked:

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Aslib Proceedings, vol. 5 no. 4
Type: Research Article
ISSN: 0001-253X

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Article
Publication date: 1 April 1956

Sir Raymond Streat, C.B.E., Director of The Cotton Board, Manchester, accompanied by Lady Streat. A Vice‐President: F. C. Francis, M.A., F.S.A., Keeper of the Department of…

22

Abstract

Sir Raymond Streat, C.B.E., Director of The Cotton Board, Manchester, accompanied by Lady Streat. A Vice‐President: F. C. Francis, M.A., F.S.A., Keeper of the Department of Printed Books, British Museum. Honorary Treasurer: J. E. Wright, Institution of Electrical Engineers. Honorary Secretary: Mrs. J. Lancaster‐Jones, B.Sc., Science Librarian, British Council. Chairman of Council: Miss Barbara Kyle, Research Worker, Social Sciences Documentation. Director: Leslie Wilson, M.A.

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Aslib Proceedings, vol. 8 no. 4
Type: Research Article
ISSN: 0001-253X

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Article
Publication date: 1 June 1989

C.J. Roberts and Gael M. McDonald

Increased competition in the consumer goods marketplace hasresulted in too many brands chasing too few consumers. In an attempt toease pressure on margins, and both brand and…

871

Abstract

Increased competition in the consumer goods marketplace has resulted in too many brands chasing too few consumers. In an attempt to ease pressure on margins, and both brand and product range profitability, marketers would be well advised to reinspect their policies towards brand naming and the attendant costs associated with those policies. Is it really necessary for each new product to be individually named? If it is, then what are the strategic and financial implications of this decision? Why is it that the practice in some companies is to resort to a string of unrelated brand names whereas the practice elsewhere is to use an umbrella family name, with or without, a brand name as a suffix? The answers to such questions are by no means obvious and closer inspection of the issues relating to naming policy fails to yield any consensus let alone a definitive approach. This article seeks to depict the alternative naming strategies engaged by marketers and to focus on those considerations that would favour a family name in preference to an individualised brand name. The article concludes with recommendations that are drawn from current literature and the experience of marketers with a view to determining those circumstances that may influence the formulation of a more appropriate naming policy.

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Management Decision, vol. 27 no. 6
Type: Research Article
ISSN: 0025-1747

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Publication date: 29 January 2018

Gábor Nagy, Carol M. Megehee and Arch G. Woodside

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why…

Abstract

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. The present study applies complexity theory tenets and a “neo-configurational perspective” of Misangyi et al. (2016) in proposing complex antecedent conditions affecting complex outcome conditions. Rather than examining variable directional relationships using null hypotheses statistical tests, the study examines case-based conditions using somewhat precise outcome tests (SPOT). The complex outcome conditions include firms with high financial performances in declining markets and firms with low financial performances in growing markets – the study focuses on seemingly paradoxical outcomes. The study here examines firm strategies and outcomes for separate samples of cross-sectional data of manufacturing firms with headquarters in one of two nations: Finland (n = 820) and Hungary (n = 300). The study includes examining the predictive validities of the models. The study contributes conceptual advances of complex firm orientation configurations and complex firm performance capabilities configurations as mediating conditions between firmographics, firm resources, and the two final complex outcome conditions (high performance in declining markets and low performance in growing markets). The study contributes by showing how fuzzy-logic computing with words (Zadeh, 1966) advances strategic management research toward achieving requisite variety to overcome the theory-analytic mismatch pervasive currently in the discipline (Fiss, 2007, 2011) – thus, this study is a useful step toward solving the crucial problem of how to explain firm heterogeneity.

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Improving the Marriage of Modeling and Theory for Accurate Forecasts of Outcomes
Type: Book
ISBN: 978-1-78635-122-7

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Article
Publication date: 28 February 2023

Dale T. Eesley, Yukti Sharma, Ramendra Singh and Birud Sindhav

Entrepreneurship literature recognizes the founder’s involvement as a salient factor in determining the success of startups. Nevertheless, its role in conjunction with the…

375

Abstract

Purpose

Entrepreneurship literature recognizes the founder’s involvement as a salient factor in determining the success of startups. Nevertheless, its role in conjunction with the marketing roles of founders has been relatively unexplored. Very little is known about how founder’s involvement in marketing tasks (i.e. developing products, sales and customers) helps attain success in early startups. To fill this knowledge gap, this study aims to qualitatively investigate the founder’s involvement under three vital functional areas (i.e. sales, customer development and product development) and also explain their entwined nature of the relationship as the early-stage startups grow to become a scalable businesses.

Design/methodology/approach

This study used purposive sampling for conducting in-depth interviews with 11 startup founders in the midwestern city of the USA. A constant comparative method was used to code the interview transcripts, while juxtaposing them with extant literature.

Findings

Using three levels of axial coding, this study identified 32 descriptive codes, 11 aggregate codes and 2 interpretive codes. Following this, the authors present five propositions that illustrate the relationship between founders’ involvement, customer development, product development and sales.

Practical implications

This study offers guidelines to founders on how they could generate initial sales, identify early customers and build and sustain mutually beneficial relationships with them.

Originality/value

This study contributes to the extant literature on entrepreneurship and innovation literature. It presents motivation and potential processes, including systematic activities performed by founders in generating sales in conjunction with customer development and product development, thereby making a novel contribution.

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Journal of Research in Marketing and Entrepreneurship, vol. 25 no. 3
Type: Research Article
ISSN: 1471-5201

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Available. Content available
Book part
Publication date: 30 July 2018

Abstract

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 1 September 1997

Allan K.K. Chan and Yue Yuan Huang

Brand names contribute to product success. Studies on brand naming have been mainly conducted in western countries with western European languages and few researchers have focused…

4095

Abstract

Brand names contribute to product success. Studies on brand naming have been mainly conducted in western countries with western European languages and few researchers have focused on how cultural and linguistic diversity is related to brand naming. Attempts to fill the gap by investigating the linguistic content of brand names in the People’s Republic of China. Analyses over 500 brand names of Chinese award‐winning products. Generalizes the characteristics of Chinese brand naming and identifies the preferred syllabic, tonic, semantic and morphological structures. Aims to provide guidance to local marketers to generate a good Chinese brand name in their culture and international marketers to properly localize an international brand in Chinese words in order to enhance business success in the Chinese market.

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Marketing Intelligence & Planning, vol. 15 no. 5
Type: Research Article
ISSN: 0263-4503

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Book part
Publication date: 2 February 2001

Ross Brennan

While it is vital that market research information should be accurate, other criteria are also important in evaluating the success of a market research project. Was the…

Abstract

While it is vital that market research information should be accurate, other criteria are also important in evaluating the success of a market research project. Was the information also timely, relevant, and unique? Much effort in marketing research is devoted to enhancing research accuracy, an objective that is primarily met by improving the technical design of research instruments and analytical methods. The central argument of this chapter is that timeliness, relevance, and uniqueness can be improved by more effective management of the relationship between the user of research (the client) and the provider (the agency).

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Getting Better at Sensemaking
Type: Book
ISBN: 978-1-84950-043-2

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Article
Publication date: 1 July 1980

G. H. Hooley

Examines the use by marketing researchers of a set of techniques, originally developed in mathematical psychology, and termed multidimensional scaling or MDS. States that MDS…

491

Abstract

Examines the use by marketing researchers of a set of techniques, originally developed in mathematical psychology, and termed multidimensional scaling or MDS. States that MDS techniques can operate on a variety of different types of data — they have a common set of objectives and these are examined. Puts forward that MDS techniques seek to represent these relationships in a spatial configuration or model, so that the relationships between brands and variables can be used to aid product positioning and respondents' product requirements can be used as a basis for market segmentation. Proffers that identification of brand images has been approached from two broad directions — the aggregative approach and the disaggregative approach, and goes on to explain these terms and uses in full. Highlights types of scaling and relevant data involving three types of scaling: stimulus space generation; dimension identification; and joint space analysis, discussing these in greater detail. Summarises by stating there remain certain technical problems and limitations of MDS that require further investigation and that results are not always as clear‐cut as examples cited.

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European Journal of Marketing, vol. 14 no. 7
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 8 November 2021

Bahrun Borahima, Noermijati Noermijati, Djumilah Hadiwidjojo and Ainur Rofiq

Regardless of its relevance for economic development, the influence of strategic orientation by innovation orientation, and strategic marketing by marketing capability on firm…

Abstract

Regardless of its relevance for economic development, the influence of strategic orientation by innovation orientation, and strategic marketing by marketing capability on firm performance, this interesting study focused on firms with strategic industries (defense and security) in Indonesia. It approached the gap in three ways. Initially, the examination was conducted on the role of innovation orientation, marketing capability, the interaction of innovation orientation and marketing capability on firm performance. The next step was considering the contribution of state-owned enterprise (SOE) and non-SOE. Finally, this relationship was studied in strategic industries of firms in Indonesia. The firm performance in this study, which we chose, was operational performance. The proposed conceptual model would be tested by distributing questionnaires to 41 firms in Indonesia. This study gave insight into the matters, which should be the companies’ focus, to improve their operations’ performance. By using PLS-based structural equation modeling (SEM) analysis, the results of the relationship between innovation orientation, marketing capability, and the interaction between innovation orientation and marketing capability on operational performance were identified. The findings could be clarified via the variations in the characteristics of enterprises (SOE and non-SOE). Moreover, there were clear variations in the findings, which were recognized among the firms’ relatively different characteristics. The main finding was a challenge to generalize the relationship from strategic orientation and strategic marketing to performance. The results of firm characteristics also had considerable managerial relevance. The authors recommend strategic industries (defense and security) in Indonesia in achieving operational performance excellence. Management’s importance is paying attention to the relationship between innovation orientation, marketing capability, and dynamic capability in running a company organization.

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Environmental, Social, and Governance Perspectives on Economic Development in Asia
Type: Book
ISBN: 978-1-80117-895-2

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