Search results

The decade of the 1970s will go down in the history of marketing as the period when strategic marketing planning first emerged as an identifiable area of theory and practice. In the process, a whole new vocabulary of terms was added to the marketing lexicon. Thus, one now speaks of cash cows, stars, problem children, and dogs when one refers to products and product portfolios. To deal with products classified in this manner, a set of four general market‐share‐based strategies has been formulated: building; holding; harvesting; and withdrawal.

Defines the term “comparative marketing” as a type of analysis which describes and interprets the differences and similarities between varying marketing practices and systems in two or more different countries or societies. Looks at the growth of international marketing and then goes on to examine various models of marketing. Provides a framework for comparative analysis, suggesting that effective comparative marketing analysis extends our knowledge of the interaction between social and business values and this helps to provide a more relevant marketing concept.

The proliferation of various interpretations of the marketing concept suggests a lack of unanimity as to its meaning. This article outlines five definitional “schools” of the marketing concept.

Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion leadership, and innovativeness. For marketers to best serve these consumers, many commonly used marketing strategies must be altered or adapted. In this article, marketing mix elements serve as a framework to discuss strategic issues relevant to this category of consumer.

This paper proposes that the development of a layoff policy gives an organization a competitive advantage over organizations without such a policy. How an organization communicates concern to employees is often through procedures and policies developed by the human resource department. Survey questionnaires were mailed to 1,400 vice presidents of human resources that held membership and whose names were provided through the Society of Human Resource Management. Over half of the organizations surveyed (57%) did not have layoff policies. By type of organization, healthcare had the greatest number of policies in their organizations with 70% affirming their existence. The study concludes with the following five proposed reasons why layoff policies do not exist: (1) “It can't happen here” syndrome (2) The cover‐up syndrome (3) If you plan for it, people will panic, (4) Managers are trained to focus on growth and to avoid decline, (5) There would be loss of control, and accompanying organizational sabotage, and (6) More policies equal less humane treatment.

The purpose of this paper is to examine the relationship between perceived overqualification and job crafting, which has the ability to drive satisfaction, loyalty and performance; drawing on the broaden-and-build theory, the study tests the positive psychological capital (PsyCap) moderation role in this relationship.

Data were obtained from 320 white-collar employees in Northern Cyprus. Data on perceived overqualification and positive PsyCap were gathered in the first survey, and job crafting was measured as a follow up. Data were analyzed using structural equation modeling and hierarchical regression.

Perceived overqualification has a significantly negative effect on all dimensions of job crafting. However, considering PsyCap as a moderator, the study demonstrates that the negative impact of perceived overqualification on job crafting lessens when positive PsyCap is high rather than low.

Self-reported surveys are used and results were collected from only Northern Cyprus.

The study has important practical implications for managing and reaping benefits from employees who perceive themselves as overqualified. Specifically, organizations need to implement efficient activities that increase positive PsyCap among these employees (e.g. inspirational videos and other learning), which can thereby boost their job-crafting behavior and result in better organizational performance.

This research is the first to investigate positive PsyCap among employees who feel overqualified. The findings further point to what can be done to encourage job-crafting behavior by using positive PsyCap to increase passion and motivation among overqualified employees.