Examines the mature market, defined as consumers age 50 years orolder, and reviews 33 segmentation methods for the mature market andidentifies five key segmentation criteria…
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Examines the mature market, defined as consumers age 50 years or older, and reviews 33 segmentation methods for the mature market and identifies five key segmentation criteria: discretionary income, health, activity level, discretionary time, and response to others. Integrates methods devised by other researchers and provides marketers with a step‐by‐step, actionable segmentation method based on these five criteria. Offers implications for managers.
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Karen Martin Gibler, James R. Lumpkin and George P. Moschis
Factors such as retirement and declining health may trigger older Americans to move into retirement housing. Most mature consumers make this decision in consultation with their…
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Factors such as retirement and declining health may trigger older Americans to move into retirement housing. Most mature consumers make this decision in consultation with their family. Understanding the timing and decision‐making process is necessary to properly position and promote retirement housing. A national survey of retirement housing residents found that most moves were prompted by financial considerations, retirement, and health problems. Although most seniors made the final decision to move themselves, children and physicians were influencers. Thus, retirement housing must be promoted to family members and health care workers as well as potential residents.
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For many years the senior citizen market has been eclipsed by the youth market. This has been especially true in the market for apparel. While manufacturers, such as Levi Strauss…
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For many years the senior citizen market has been eclipsed by the youth market. This has been especially true in the market for apparel. While manufacturers, such as Levi Strauss, have offered fuller‐cut clothing and jeans for the mature consumer, a void still exists in the fashion clothing market for older Americans.
This study empirically explores one of the important channel issues – the relationship between various channel support given to channel partners and the perceived (by managers…
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This study empirically explores one of the important channel issues – the relationship between various channel support given to channel partners and the perceived (by managers) goal‐orientation of a firm. Results from an emerging market, India, indicate that perceived orientation towards both profitability and market share is not associated with any of the channel support considered. Growth orientation however is strongly associated with most of the channel support activities – both business (e.g., business advice, pricing and ordering assistance, and personnel training) as well as marketing (advertising support, sales promotional material, and inventory management assistance) oriented activities. In contrast, perceived sales volume orientation is only associated with advertising support and business advice, however, the relationship is negative. These findings have interesting implications for channel management and channel motivation.
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Gail Tom, Rebecca Clark, Laura Elmer, Edward Grech, Joseph Masetti and Harmona Sandhar
Reports on a study designed to analyse the effectiveness of realand created spokespersons in advertisements. Compares male and femalespokespersons′ effectiveness by audience…
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Reports on a study designed to analyse the effectiveness of real and created spokespersons in advertisements. Compares male and female spokespersons′ effectiveness by audience gender. Concludes that celebrities can be used to gain attention and maintain sales, while created spokespersons′ effectiveness is in establishing a lifelong link with the product.
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Considers how non‐Thais can negotiate successfully withe business and government executives in Thailand. Gives an overview of Thailand’s geography, climate, population, religion…
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Considers how non‐Thais can negotiate successfully withe business and government executives in Thailand. Gives an overview of Thailand’s geography, climate, population, religion and business practice. Discusses important aspects of the social‐cultural environment that have a significant effect on the way Thai’s negotiate. Includes further tips regarding body language, entertainment protocol, how to dress, and favourite negotiating tactics by buyers and sellers. Provides conclusions and directions for further research.
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This paper examines four underlying trends in the changing business environment relating to information technology and geographic, functional and sectorial integration. It…
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This paper examines four underlying trends in the changing business environment relating to information technology and geographic, functional and sectorial integration. It discusses three required changes in management focus needed to reach global profitability from product inception to promotion. The skills required for this change are listed by functional area, although the techniques are predominantly cross‐cultural. This paper explains the steps needed to move from a traditional firm to a globally competitive network and the cultural barriers to building consumer‐focused extended‐value chains. Finally it discusses ways in which business school education can promote strategic thinking about profitability and heighten awareness of the potential gains from cooperative inter‐firm partnerships.
The main objective of this study is to identify the determinants of TV ads avoiding behavior between light and heavy avoiders in greater Cairo. To achieve the study objective…
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The main objective of this study is to identify the determinants of TV ads avoiding behavior between light and heavy avoiders in greater Cairo. To achieve the study objective, five hypotheses have been developed and tested by such statistical techniques as discriminant analysis, t‐tests, MannWhitney tests, and Chi Square tests. A questionnaire has been designed to collect data from a systematic random sample of adults in social clubs and shopping centers in greater Cairo. The number of usable questionnaires in data analysis was 364. The study findings show that all respondents except 3 were doing one or more of TV ads avoiding behavior. Cognitive avoiding represents the most frequently used avoiding behavior by light and heavy TV ads avoiders. The results also demonstrate that perceptions, attitudes toward advertising, and some motives were determinants of TV ads avoiding behavior. On the other hand, it was found that all demographic and socioeconomic characteristics, except types of channels, were not determinants of TV ads avoiding behavior between light and heavy TV ads avoiders. The study concludes with a number of academic and practical recommendations.
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Hanieh Khodaei, Victor Scholten, Emiel Wubben and Onno Omta
Recent studies have questioned the direct relationship between entrepreneurial orientation (EO) and firm performance (e.g., Rauch, Wiklund, Lumpkin, & Frese, 2009; Wales, Gupta, &…
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Recent studies have questioned the direct relationship between entrepreneurial orientation (EO) and firm performance (e.g., Rauch, Wiklund, Lumpkin, & Frese, 2009; Wales, Gupta, & Mousa, 2013). Following this stream of research, this study examines this relationship by identifying the intermediate steps between these two variables (Alegre & Chiva, 2013; Wales, 2016; Zahra, Sapienza, & Davidsson, 2006). EO is considered essential for new market entry and new business foundation, which is why this study focuses on startups. Startups search for viable business opportunities, and this search is highly dependent on organizational learning (Kreiser, 2011). Previous studies suggest that organizational learning mediates the relationship between EO and performance (e.g., Real, Roldan, & Leal, 2014; Wang, 2008). This study investigates the role of organizational learning in this relationship by analyzing how EO and absorptive capacity (AC) interact. We propose a more direct and fine-grained measure of entrepreneurial success by developing a conceptual model that includes opportunity identification as an early outcome measure for startups. Drawing on a sample of 95 academic spin-offs in the Netherlands, this study examines the mediating role of AC and market readiness in the relationship between EO and market opportunities. The findings indicate that AC and market readiness mediate the direct effect of EO on market opportunity identification. By using opportunity identification as an outcome measure for EO, this study adopts a more direct measure for firm performance, resonating with recent discussions on the main effect of EO for organizations. These findings suggest that academic spin-offs’ AC leads entrepreneurial efforts to achieve a better product-market fit, and in return, helps to identify more market opportunities.
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Sally R. Ross, Lynn L. Ridinger and Jacquelyn Cuneen
This study presents an analysis of the evolution of advertising's portrayal of women in motorsport. The construct of source credibility is examined and used as a framework to…
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This study presents an analysis of the evolution of advertising's portrayal of women in motorsport. The construct of source credibility is examined and used as a framework to better understand the limitations and opportunities of female athlete endorsers in general and female racing car drivers in particular. The advertising images of pioneer drivers Janet Guthrie, Lyn St. James and Sarah Fisher are discussed and compared to that of Danica Patrick, a media star in the Indy Racing League (IRL). Patrick has been successful in capitalising on her expertise and attractiveness to enhance her image and endorse products. Attitudes towards using sex appeal to sell products are presented and discussed.