Michael T. Krush, Raj Agnihotri and Kevin J. Trainor
This paper aims to focus on the value of marketing dashboards, a key area of interest for scholars and practitioners. This study examines two critical outcomes of marketing…
Abstract
Purpose
This paper aims to focus on the value of marketing dashboards, a key area of interest for scholars and practitioners. This study examines two critical outcomes of marketing dashboards: marketing strategy implementation speed and market information management capability. Additionally, the research analyzes the impact of the firm’s internal structure on the relationship between marketing dashboards and the outcomes.
Design/methodology/approach
A conceptual model grounded in the knowledge-based view of the firm is tested. The research uses survey data collected from marketing professionals employed within business-to-business firms. Data from the key informants are analyzed using structural equation modeling.
Findings
The results demonstrate that marketing dashboards are significantly related to marketing strategy implementation speed and market information management capability. Centralization exhibits a negative moderating effect, and formalization exhibits a positive moderating effect on the relationship between marketing dashboards and marketing strategy implementation speed. Marketing strategy implementation speed and market information management capability are related to market performance.
Originality/value
Through the examination of main and moderating relationships, this paper demonstrates that marketing strategy implementation speed and market information management capability are key integration mechanisms that leverage the marketing dashboard resources.
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Raj Agnihotri, Adam Rapp and Kevin Trainor
This study seeks to address the issue of managing buyer‐seller relationships. Specifically, a framework incorporating the constructs of information communication, sales…
Abstract
Purpose
This study seeks to address the issue of managing buyer‐seller relationships. Specifically, a framework incorporating the constructs of information communication, sales technology, product knowledge, and customer satisfaction is proposed.
Design/methodology/approach
Empirical support was derived from salesperson survey data combined with customer‐reported satisfaction ratings. All 254 sales representatives of the women's health care division of a pharmaceutical company were surveyed for this research study.
Findings
The results suggest that managers can benefit by extending salesforce training to address not only technical knowledge but also communication skills. Providing technology with the potential to increase customer satisfaction through improved information communication would be beneficial as well.
Practical implications
The research suggests that managers should invest resources not only in providing salespeople with technical knowledge, but also in training them in effective communication skills. Further, the benefit has been shown, in terms of customer satisfaction, of providing technology to support communication between salespeople and customers.
Originality/value
The study uses the relationship marketing approach to explore the critical role of information communication construct in a buyer‐seller exchange process. Moreover, the inclusion of salesperson experience as a possible moderator of the links to this construct brings additional value.
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Kevin J. Trainor, Michael T. Krush and Raj Agnihotri
A number of studies in the marketing and strategy literature show that a firm's resource endowment is a major driver in the formation of advantage-generating capabilities. Some…
Abstract
Purpose
A number of studies in the marketing and strategy literature show that a firm's resource endowment is a major driver in the formation of advantage-generating capabilities. Some researchers have suggested, however, that capabilities are path dependent and that a firm's behavioral predispositions and proclivities should be viewed as antecedents to capability formation. The purpose of this paper is to examine how a firm's behavioral tendencies, along with its existing business resources, contribute to the formation of new product development (NPD) capability.
Design/methodology/approach
Hypotheses are tested by using survey data from more than 150 US-based firms. Structural equation modeling was used to evaluate the proposed model and analyze hypothesized relationships.
Findings
Results of the paper suggest that a firm's competency in marketing intelligence and its tendency to engage in partner-style relationships have both direct and interactive effects on NPD capability. This capability is further shown to positively relate to organizational performance, and this relationship is moderated by technological uncertainty.
Practical implications
The paper underscores that certain proclivities provide access to resources that reside outside a firm's boundaries and highlight the importance of considering firm proclivities in capabilities-based research.
Originality/value
To date, little research has examined how NPD capability is influenced by a firm's internal marketing intelligence capability along with its tendency to seek external market knowledge. The examination of the direct and interactive effects of these constructs on NPD capability is novel and the findings highlight implications for scholars and practitioners alike.
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The rapid development of e-commerce has brought not only great convenience to people but a great challenge to online stores. Phenomenon such as out of stock and slow sales has…
Abstract
Purpose
The rapid development of e-commerce has brought not only great convenience to people but a great challenge to online stores. Phenomenon such as out of stock and slow sales has been common in recent years. These issues can be managed only when the occurrence of the sales volume is predicted in advance, and sufficient warnings can be executed in time. Thus, keeping in mind the importance of the sales prediction system, the purpose of this paper is to propose an effective sales prediction model and make digital marketing strategies with the machine learning model.
Design/methodology/approach
Based on the consumer purchasing behavior decision theory, we discuss the factors affecting product sales, including external factors, consumer perception, consumer potential purchase behavior and consumer traffic. Then we propose a sales prediction model, M-GNA-XGBOOST, using the time-series prediction that ensures the effective prediction of sales about each product in a short time on online stores based on the sales data in the previous term or month or year. The proposed M-GNA-XGBOOST model serves as an adaptive prediction model, for which the instant factors and the sales data of the previous period are the input, and the optimal computation is based on the proposed methodology. The adaptive prediction using the proposed model is developed based on the LSTM (Long Short-Term Memory), GAN (Generative Adversarial Networks) and XGBOOST (eXtreme Gradient Boosting). The model inherits the advantages among the algorithms with better accuracy and forecasts the sales of each product in the store with instant data characteristics for the first time.
Findings
The analysis using Jingdong dataset proves the effectiveness of the proposed prediction method. The effectiveness of the proposed method is enhanced and the accuracy that instant data as input is found to be better compared with the model that lagged data as input. The root means squared error and mean absolute error of the proposed model are found to be around 11.9 and 8.23. According to the sales prediction of each product, the resource can be arranged in advance, and the marketing strategy of product positioning, product display optimization, inventory management and product promotion is designed for online stores.
Originality/value
The paper proposes and implements a new model, M-GNA-XGBOOST, to predict sales of each product for online stores. Our work provides reference and enlightenment for the establishment of accurate sales-based digital marketing strategies for online stores.
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Kevin E. Voss, Emily C. Tanner, Mayoor Mohan, Yong-Ki Lee and Hong Keun Kim
Reciprocity has traditionally been overlooked in social exchange models of inter-firm relationships. Therefore, this research integrates reciprocity and its antecedents into a…
Abstract
Purpose
Reciprocity has traditionally been overlooked in social exchange models of inter-firm relationships. Therefore, this research integrates reciprocity and its antecedents into a social exchange model of inter-firm relationships.
Design/methodology/approach
The authors collected primary data from a sample of firms in the Republic of Korea using a questionnaire. They also used covariance-based structural equations modeling to fit the model given the proposed conceptualization.
Findings
Both conceptually and empirically, adding reciprocity and its antecedents to the social exchange model produce results that differ from previously published papers. Specifically, reciprocity affects information exchanged indirectly through both credibility and benevolence trust. In addition, the effect of information exchange mediates the effect of trust on calculative and affective commitment.
Research limitations/implications
The foundation of long-term inter-firm relationships is quality information exchange, which is based on the development of credibility and benevolence trust, which in turn is based on reciprocity. Thus, reciprocity is a key variable in relationship development.
Originality/value
To the best of the authors’ knowledge, this paper is among the first to combine reciprocity and its antecedents into a social exchange model that contains trust and commitment. This model provides a bigger picture of how firms develop long-term relationships with their partner firms.
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Michael Rodriguez and Kevin Trainor
Many organizations still struggle with sales force technology implementation because of low user adoption rates. The ubiquity of mobile computing devices, such as smartphones and…
Abstract
Purpose
Many organizations still struggle with sales force technology implementation because of low user adoption rates. The ubiquity of mobile computing devices, such as smartphones and tablets, and the proliferation of mobile customer relationship management (mCRM) applications, may lead to increased CRM adoption and higher returns on CRM technology investments. The purpose of this study is to attempt to extend the current literature by developing a model of mCRM antecedents and outcomes by incorporating the idiosyncratic mCRM characteristics that have not yet been examined in the sales technology literature.
Design/methodology/approach
This research utilizes the technology acceptance model and the technology-to-performance chain as the foundation of a conceptual model of the drivers and outcomes of mCRM adoption.
Findings
This conceptual study provides several contributions to both the sales technology literature and to practitioners within sales organizations. The proposed conceptual model outlines the benefits of providing mCRM capabilities to sales professionals. These benefits include increased productivity, sales activity and collaboration among both internal stakeholders (management and peers) and external stakeholders (prospects and customers).
Originality/value
Despite the increased use of mobile applications in sales, research on this particular form of technology is limited, and sales researchers have yet to examine mCRM or its relationship to sales performance. Therefore, the purpose of this research is to forward a conceptual model that allows researchers to explore the drivers of mCRM use and how mCRM influences individual and organizational-level outcomes.
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Woo-Hyuk Kim and Bongsug (Kevin) Chae
The purpose of this study is to understand the use of social networking sites (SNSs) by hotels. Specifically, drawn upon a resource and capability-based perspective, this study…
Abstract
Purpose
The purpose of this study is to understand the use of social networking sites (SNSs) by hotels. Specifically, drawn upon a resource and capability-based perspective, this study addresses two research questions: (1) the relationship between a hotel’s resources and its use of Twitter and (2) the relationship between the use of Twitter by hotels and their RevPAR.
Design/methodology/approach
The research data include the hotel chain scales, Twitter user profiles and Twitter activities of the hotel parent companies in the USA and the hotels’ RevPAR. To more clearly understand the effect of the use of SNSs, the study uses two dimensions: electronic word-of-mouth and customer engagement. The two dimensions of the hotels’ Twitter use are calculated based on the data extracted from their Twitter user profiles and historical tweets. For a practical purpose, a social media index (SMI), which combines electronic word-of-mouth and the customer engagement score, was used to determine the overall level of Twitter use by hotels.
Findings
For RQ1, the results indicate there is a positive association between a hotel’s resources and Twitter use. For RQ2, this study shows there is also a positive association between Twitter use by hotels and their RevPAR.
Practical implications
Twitter use appears to be associated with hotels’ resources. In turn, Twitter use is positively associated with hotel RevPAR. Thus, hotels should look at Twitter as a potential strategic tool for business operation and attempt to increase their ability to leverage Twitter (and other SNSs) for organizational goals (e.g. sales, promotion, customer service).
Originality/value
To the authors’ knowledge, this is the first study empirically investigating the use of SNSs by hotels with the data drawn from actual firm-generated content (e.g. tweets, retweets) and hotels’ user profile information from Twitter.
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Alexandra L. Ferrentino, Meghan L. Maliga, Richard A. Bernardi and Susan M. Bosco
This research provides accounting-ethics authors and administrators with a benchmark for accounting-ethics research. While Bernardi and Bean (2010) considered publications in…
Abstract
This research provides accounting-ethics authors and administrators with a benchmark for accounting-ethics research. While Bernardi and Bean (2010) considered publications in business-ethics and accounting’s top-40 journals this study considers research in eight accounting-ethics and public-interest journals, as well as, 34 business-ethics journals. We analyzed the contents of our 42 journals for the 25-year period between 1991 through 2015. This research documents the continued growth (Bernardi & Bean, 2007) of accounting-ethics research in both accounting-ethics and business-ethics journals. We provide data on the top-10 ethics authors in each doctoral year group, the top-50 ethics authors over the most recent 10, 20, and 25 years, and a distribution among ethics scholars for these periods. For the 25-year timeframe, our data indicate that only 665 (274) of the 5,125 accounting PhDs/DBAs (13.0% and 5.4% respectively) in Canada and the United States had authored or co-authored one (more than one) ethics article.
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In the next decade, over 500,000 students with autism spectrum disorder will graduate high school, over 60% with average to above-average IQs (Institutional Center for Special…
Abstract
In the next decade, over 500,000 students with autism spectrum disorder will graduate high school, over 60% with average to above-average IQs (Institutional Center for Special Education Research, 2011). Attention is rightfully drawn to the potent challenge of optimizing lifespan outcomes for Generation A. The Workforce Innovation and Opportunity Act (WIOA) passed in 2014 calls for a unified and social model supports structure to help the education to pre-employment transition through “Required Activities.” This includes job exploration counseling, integrated work-based learning experiences, postsecondary educational programs at institutions of higher education, social skills, and self-advocacy training. WIOA aims to streamline Pre-Employment Transition Services and end the medical model, deficits-based approach from education to integrated, paid employment.
The authors of the bill realized the necessity to achieve its goals through “Authorized Activities” encompassing the implementation of effective strategies for integrated work and independent living, the dissemination of information and knowledge across multistate partnerships, and learning new skills to support students in vocational rehabilitation (VR) and educational settings. The 2019 interpretation of WIOA states the educational and VR systems cannot draw funding from “Authorized Activities” and must instead focus on “Required Activities” leaving a gaping hole in the provision of services through lack of training and partnerships.
Despite billions in government funding, systems remain siloed. Over 50% of autistic adults remain in segregated, subminimum wage jobs, and the 85% underemployment or unemployment rate for autistic graduates, with and without college degrees, remains. Generation A calls for the effective delivery of WIOA to enjoy integrated, meaningful employment and financial independence.