Keith Blois, Rujirutana Mandhachitara and Tasman Smith
Retailing organizations in Bangkok range in type from the traditional through to the most modern. Also, while there are agglomerations of small stores selling similar ranges of…
Abstract
Retailing organizations in Bangkok range in type from the traditional through to the most modern. Also, while there are agglomerations of small stores selling similar ranges of goods, there are also some of the most up‐to‐date large shopping malls in the world. Although such agglomerations of retailing activity are not unique to Bangkok, Bangkok’s development is arguably unusual in three ways: the number of agglomerations continues to grow; these new agglomerations are dealing in a wide range of goods and not just electronic gadgets; and one particular agglomeration dominates the Bangkok market for its range of goods. A survey was carried out in 1999 of a sample of the stores in Pantip Plaza, a mall that is in an agglomeration. The results show the need to improve our understanding of the factors leading to agglomeration.
Details
Keywords
The need for suppliers to carefully determine the form of customer relationship which is appropriate for their business is discussed. The experiences of two firms are considered…
Abstract
The need for suppliers to carefully determine the form of customer relationship which is appropriate for their business is discussed. The experiences of two firms are considered, one of which is successful because it does not develop close relationships with its customers or its suppliers. The other each year applies a sophisticated classification scheme to determine what type of relationship will be most profitable. It makes this assessment on the basis of its understanding of each customer’s needs and of the resources it has available to manage whatever types of relationship it considers appropriate.
Details
Keywords
The purpose of this paper is to deconstruct a growing area in marketing theory. It aims to critically examine the principles of relationship marketing as found in the literature…
Abstract
Purpose
The purpose of this paper is to deconstruct a growing area in marketing theory. It aims to critically examine the principles of relationship marketing as found in the literature and suggest opportunities for future conceptual maturation.
Design/methodology/approach
The conceptual discussion aims to assist future progress of relationship marketing and, more generally, marketing theory. While focusing on specific areas of departures and inadequacies in past and current research in the area, the discussion notes seminal philosophical questions which underpin current marketing sensibilities and which inform the nature of relational discourses.
Findings
It is argued that, in spite of recent developments in and maturation of relational discourses, some research in the field remains rather non‐contingent, theoretical and not observation‐informed. Importantly, it is biased towards the discussion of positive aspects of relationships. Matters of consequence to practice and research such as power and disciplining remain under‐researched.
Research limitations/implications
By deconstructing and reconstructing current relationship marketing theory – partly by using a study of power and disciplining in situations of consumer dissatisfaction – ways of confronting shortcomings of relational research are illustrated. A more balanced and nuanced approach to marketing research and practice is proposed.
Originality/value
This is one of the few papers in marketing research, and relationship‐marketing research in particular, conceptually intrigued by the peculiarities of current thinking of relationships and exchanges. The contribution centres on three observations and a number of suggestions for future relational analysis. The discussion aims to help promote a fuller, deeper understanding of exchanges. It has been designed as a sketchy guide to future relationship marketing research.
Details
Keywords
The purpose of this paper is to illustrate how a financial fraud which originates as an affinity fraud can utilise the interpersonal trust, which is a central feature of an…
Abstract
Purpose
The purpose of this paper is to illustrate how a financial fraud which originates as an affinity fraud can utilise the interpersonal trust, which is a central feature of an affinity fraud, to move the fraud into situations such as organizational markets, where personal relationships are much less dominant.
Design/methodology/approach
Sources of information consisted of scholarly articles and articles retrieved from the web.
Findings
The trust which develops naturally between members of a community with common interests can be exploited by a fraudster who is, or purports to be, a member of that community. This trust can then be used as the basis of creating trust within other types of relationships – especially where some people are active in more than one relationship – where personal relationships play a minor role.
Practical implications
Both individuals and organizations when making investments should regularly formally evaluate their relationship with the organization in whom they are investing; constantly evaluate alternative relationship opportunities; and, calculate how divergent the partner's behaviour can be from the expected before dissolving the relationship.
Originality/value
This paper, by utilizing Fiske's Relational Models Theory, argues that trust that has been developed in a communal situation can be used to build up a momentum of trust. This enables the perpetrator of a fraud to extend the fraud into situations where different types (and possibly impersonal) relationships operate.
Details
Keywords
Susan M. Hill and Keith J. Blois
An investigation of the potentially mutually beneficial roles ofindustrial distributors and new small high‐technology firms; theimpediments to the development of these…
Abstract
An investigation of the potentially mutually beneficial roles of industrial distributors and new small high‐technology firms; the impediments to the development of these relationships and proposals for their improvement.
Details
Keywords
Keith J. Blois and Bjoern S. Ivens
The paper sets out to examine the validity of Kaufmann and Stern's operationalisation of Macneil's norm theory which they used when creating a set of scales to evaluate the degree…
Abstract
Purpose
The paper sets out to examine the validity of Kaufmann and Stern's operationalisation of Macneil's norm theory which they used when creating a set of scales to evaluate the degree of relationality in business‐to‐business (B2B) exchanges. The scales that Kaufmann and Stern developed to measure norms in B2B relationships have been used either directly or with limited adaptation in a large number of papers.
Design/methodology/approach
Macneil's work was evaluated and a new set of scales developed and an experiment was carried out to determine whether or not these scales discriminated between relational and discrete exchanges more effectively than Kaufmann and Stern's scales.
Findings
The experiment demonstrated that the new scales discriminated more effectively between relational and discrete exchanges than Kaufmann and Stern's scales.
Research limitations/implications
The experiment would ideally have been run using experienced managers rather than students as respondents. However, the advantage of using students was that it was possible to create two groups whose members had attended an identical course on B2B relationship marketing.
Originality/value
The paper demonstrates the importance, when conducting research that uses prior studies, of critically assessing prior theorising and research. The paper questions the validity of Kaufmann and Stern's scales. These scales have, since 1988, been the foundation of a substantial body of research into B2B relationships.
Details
Keywords
The purpose of this paper is to address a particular tension in arts marketing, that is, the ongoing search for balance between achieving artistic excellence and financial…
Abstract
Purpose
The purpose of this paper is to address a particular tension in arts marketing, that is, the ongoing search for balance between achieving artistic excellence and financial stability, while keeping work accessible and satisfying a range of stakeholders, public and private.
Design/methodology/approach
Using Fiske’s (1992) relational models theory as a framework to categorize different modes of exchange between a sponsor and an arts organization, this paper focusses on the varied nature of interactions between parties.
Findings
Drawing on data from a longitudinal case study, the authors evaluate the many opportunities and risks associated with sponsorship arrangements and to explore how these become manifest and potentially resolved within the relational structure over time. Moreover, the authors examine how an arts marketer can employ particular relational models of exchange to mitigate the risks of another model which is operational within the sponsorship.
Research limitations/implications
The aim of this paper is to consider the variety of exchange ongoing in long-term sponsorship arrangements, and in using Fiske’s RM theory, to identify the risk and opportunities associated with these exchanges. The case study examined here is, of course, idiosyncratic in terms of people, time and place. However, what is general, and what the authors wish to draw attention to, is how managers can employ different models of exchange to mitigate risks arising out of the dominance of any one model in the sponsorship relationship.
Practical implications
For executives involved in the management of sponsorship relationships, a rich understanding of their risks and opportunities is important. For example, rather than assuming that market-based considerations or social bonds to be either wholly positive or negative, in this paper the authors have demonstrated that each can have an important role in the dynamic of sponsorship relationships. Therefore, for example, while strong social bonds will mitigate the risks of market-based mechanisms, the risks of social bonds themselves can be balanced through appropriate intermittent recourse to market-based mechanisms. In any specific sponsorship arrangement it will become a matter of balance, and a development of understanding of the role of market, hierarchical, reciprocal and communal dimensions associated with long-term relationships.
Originality/value
In this regard, the authors offer six propositions, which capture the mitigation and enhancement of risks and opportunities, respectively, as well as considerations for relationship dynamics arising from the analysis.
Details
Keywords
Discusses ways in which changing the basis of an organisation's competence affects manufacturing and marketing's differing roles. Questions whether the marketing orientation is…
Abstract
Discusses ways in which changing the basis of an organisation's competence affects manufacturing and marketing's differing roles. Questions whether the marketing orientation is currently appropriate, arguing that manufacturing/marketing orientation may be needed instead. Indicates within that to be able to recognise and understand the need for the change requires supplies of information from within the organisation and this will put into perspective the costs of not working within the manufacturing focus and large customers' valued contributions. Proposes that marketing and manufacturing have the same ultimate goal, which is the enterprise's welfare — this is dependent on its ability to create value. Conflicts arise between these functions because of three things: the separation of these functions into institutional compartments; the use of measure of departmental efficiency instead of combined effectiveness; and disagreement as to whether marketing or manufacturing activity is the most cost‐effective method of producing value. Concludes that production orientation meant that marketing was given a good lift and left to add whatever value to it which it could in the process of presentation to the customer.
Details
Keywords
China is moving into the modern retailing age with around 150 supermarkets — though that may not seem much with a population of 1,100 million. But there are problems — prices in…
Abstract
China is moving into the modern retailing age with around 150 supermarkets — though that may not seem much with a population of 1,100 million. But there are problems — prices in general are rather high, space allocation is somewhat arbitrary, and packaging is deplorable. This article is based on an eight week working visit by the author to Beijing.