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Book part
Publication date: 10 December 2018

Christopher Hazlehurst and Keith D. Brouthers

In this chapter, the authors undertake a systematic review of the literature to identify research exploring the use of new information and communication technologies (ICT). New…

Abstract

In this chapter, the authors undertake a systematic review of the literature to identify research exploring the use of new information and communication technologies (ICT). New ICT include the use of the Internet, mobile communications, and social technologies. The authors find that while interest in the area is increasing, especially among marketing and information systems scholars, there seems to be far less research interest among international business (IB) and strategy scholars. This chapter provides a summary of the research that has been done and discusses some potential future research areas that IB and strategy researchers might wish to pursue. Among these projects are investigating the use of ICT as a tool to aid the internationalization process, improve location choice and entry mode decisions, and identify and create a sustainable competitive advantage. The use of ICT in business is pervasive; As research scholars, we need to build these technologies into our theories and research to help managers determine what works and where certain technologies can help create better performing firms.

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International Business in the Information and Digital Age
Type: Book
ISBN: 978-1-78756-326-1

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Article
Publication date: 1 September 2002

Hadyn Bennett and Mark G. Durkin

While the concept of relationship marketing has attracted increasing academic and practitioner attention in recent years, issues relating to the practical and context specific…

3119

Abstract

While the concept of relationship marketing has attracted increasing academic and practitioner attention in recent years, issues relating to the practical and context specific implementation of relationship marketing cultures have been less well developed. Indeed, recent literature points up the many difficulties associated with the implementation of relationship marketing. This paper addresses a number of key issues associated with the implementation of a relationship culture in the context of a leading and long established retail banking institution. Specifically, the form which such a culture should take is discussed, together with a critical review of how successful the case bank has been in its establishment. In light of this analysis a conceptual model is proposed for the development of relationship cultures within the banking industry.

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International Journal of Bank Marketing, vol. 20 no. 5
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 28 October 2013

Mark Durkin, Pauric McGowan and Niall McKeown

The purpose of this paper is to address the current deficit in the literature on social media adoption within a small to medium-sized enterprise (SME) context. The authors adopt…

18703

Abstract

Purpose

The purpose of this paper is to address the current deficit in the literature on social media adoption within a small to medium-sized enterprise (SME) context. The authors adopt an action research methodology and through in-depth case analysis of eight SME cases aim to develop a theoretical model through which more effective social media adoption by SMEs can be better understood.

Design/methodology/approach

In this study a deep and enduring engagement between the research team and eight small to medium-sized firms over a period of two years, from 2009-2011, informed the emergence and development of a theoretical model. In this research, using an action research methodology, the authors examine the nature and character of the challenges being faced by SME owner/managers as they consider adopting and utilising social media for commercial advantage and the evolution of the model through this engagement.

Findings

The insights gained from the case companies indicated a variety of different approaches to social media adoption which often varied by organisational context and staff competency level. A universally common motivator for thinking about social media adoption was that the case companies shared an anxiety were they not to adopt what was perceived to be a new essential tool for business growth. Little evidence was found in the cases of such adoption behaviour being driven by a purposeful or thoughtful agenda through which value could be added to the customer experience.

Research limitations/implications

Implications cluster around issues of customer orientation in the case companies under study and the extent to which owner/managers are seduced by the capability of new technology without thinking through the way in which such new technology might add value to customers. This raises an imperative for further research in the specific area of social media adoption behaviours in SMEs and more generally at the marketing/technology interface. Limitations of this study include the relatively small sample and the locus of the study being confined to Ireland.

Practical implications

At the level of practice there are significant implications for decision makers in small firms to become more attuned to how technology can meaningfully add value to the customer experience. For educators, trainers and consultants there are implications for a more questioning and critical perspective to be undertaken when advising owner/managers on the merits of new technology adoption.

Originality/value

The paper adds to the growing literature in social media adoption but is distinctive given the longitudinal nature of the study and the evolution of a model that identifies and describes the issues uncovered in the world of the SME practitioner with respect to the new world of social media.

Details

Journal of Small Business and Enterprise Development, vol. 20 no. 4
Type: Research Article
ISSN: 1462-6004

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Book part
Publication date: 27 October 2014

Petri Ahokangas, Marko Juntunen and Jenni Myllykoski

This paper explores the transformation of international business models in the context of international ICT businesses where cloud computing has triggered a major paradigm change…

Abstract

Purpose

This paper explores the transformation of international business models in the context of international ICT businesses where cloud computing has triggered a major paradigm change in the way software and hardware related services are offered to international customers.

Methodology/approach

Through comparative analysis of two cases, this paper examines the business model transformation processes in the cloud computing context.

Findings

The key challenges of the case companies were related to business model transformation as cloud computing was triggering a change in most of the business model elements.

Research implications

There is a need to define the concept of business model in a way that suits the cloud and internationalization.

Details

A Focused Issue on Building New Competences in Dynamic Environments
Type: Book
ISBN: 978-1-78441-274-6

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Article
Publication date: 9 May 2013

Mark Durkin, Pauric McGowan and Carla Babb

In light of the current global economic turmoil and ongoing recessionary pressures, the purpose of this paper is to examine the relationship between banks and those seeking to…

1348

Abstract

Purpose

In light of the current global economic turmoil and ongoing recessionary pressures, the purpose of this paper is to examine the relationship between banks and those seeking to launch and develop entrepreneurial small businesses. The authors aim to explore how the quality of that relationship can impact the level of financial support for start‐up and early‐stage business ventures.

Design/methodology/approach

Currently economic confidence is at a generational low, the financial services sector is in turmoil and relationships and understanding between the banks and the small business sector have become increasingly toxic. On top of this, the nature of relationships between banks and entrepreneurial new venturers are seen to be persistently determined by the interests of banks. This research seeks to provide new insights to how these relationships have and might yet evolve. In light of the exploratory nature of the research, a qualitative research methodology was considered appropriate.

Findings

A number of issues were identified that indicate that the relationship between small firms and their banks appears to be very damaged. Of concern to banks was the general antipathy with which they were viewed by the entrepreneurs in the study where the pervasive view was one of general hopelessness and lack of trust and confidence. Participants viewed banks as insensitive and lacking in any empathy around their circumstances as small firms in stressful economic conditions.

Research limitations/implications

Given the qualitative nature of this research, based on a small sample of participants it is not intended to be generalizable to a wider population. A number of valuable insights emerge from the research around management challenges that exist at the micro relationship level between banker and entrepreneur. The need for meaningful relationship management by banks with small business clients based on a longer‐term perspective, empathetic and specialist knowledge and informed advice emerged as issues within this research, as did the relationship benefit of having greater stability in local branch staffing levels.

Practical implications

The research suggests that there are consequences where localised decision making has been largely removed from UK banks' retail branch networks and managers appeared to be disempowered from making local judgments on the financing needs of small firm customers. However, such an environment can create an opportunity for bank managers to choose to engage with small firm clients in a more personal way. Limiting this potential however is the recognition that such an engagement would demand significant disaggregation in banking services, with all the targeted resource implications that would imply.

Originality/value

Recent studies have highlighted the need for further research into how banks might provide better support to those within the small firm sector in times of tight credit, particularly given the current turmoil in the world's economy and the on‐going impact of the ensuing recession. This research provides a number of new insights to the challenges facing local bank managers in developing and maintaining positive relationships between themselves and entrepreneurial new venturers.

Details

Journal of Small Business and Enterprise Development, vol. 20 no. 2
Type: Research Article
ISSN: 1462-6004

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Article
Publication date: 13 June 2008

Paul Harrigan, Elaine Ramsey and Patrick Ibbotson

Relationship marketing principles have seldom been applied to the small‐ and medium‐sized enterprise (SME). The purpose of this paper is to develop what is a striking link by…

4941

Abstract

Purpose

Relationship marketing principles have seldom been applied to the small‐ and medium‐sized enterprise (SME). The purpose of this paper is to develop what is a striking link by investigating the role of internet technologies in the customer relationship management of SMEs based in Northern Ireland (NI).

Design/methodology/approach

This study took an exploratory outlook and a quantitative approach to data collection was adopted. A self‐completion questionnaire was distributed by post to a sample of 300 SMEs in NI. A response rate of 18.6 per cent was obtained.

Findings

The findings of this study illustrate that SMEs are implementing fundamental electronic customer relationship management (e‐CRM) practices and reaping the benefits from internationalisation. Challenges are few, but centre on a preference for face‐to‐face relationships and a lack of government support.

Research limitations/implications

It is hoped that this exploratory research has laid the foundation for further examination of e‐CRM in the SME context. Future studies should be able to replicate the process in other countries and on a larger scale. The potential also exists for in‐depth qualitative research.

Practical implications

The paper concludes that e‐CRM may have to move on to a more strategic and integrated level if SMEs in NI are to compete, both locally and globally.

Originality/value

This exploratory research has shed some light on the marginalised subject of e‐CRM in SMEs. For SMEs operating in a peripheral economy such as NI the benefits to be gained from e‐CRM are lucrative.

Details

Marketing Intelligence & Planning, vol. 26 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 April 2003

Mark Durkin, Danielle McCartan‐Quinn, Aodheen O’Donnell and Barry Howcroft

The paper uses a questionnaire and a theoretical model of bank‐customer interaction preferences as the basis for examining the perceptions of retail bank customers regarding the…

4927

Abstract

The paper uses a questionnaire and a theoretical model of bank‐customer interaction preferences as the basis for examining the perceptions of retail bank customers regarding the use of remote delivery channels and the extent to which they still value traditional branch‐based face‐to‐face interactions. The empirical evidence suggests that despite the increase in remote banking, retail bank customers still place significantly greater emphasis on face‐to‐face contact. The implications of this finding are that if banks want to encourage widespread customer adoption of remote banking they must better understand customer attitudes towards alternative delivery channels and use this information to educate their customers on the tangible service benefits which emanate from remote delivery.

Details

International Journal of Retail & Distribution Management, vol. 31 no. 4
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 19 July 2013

Ilkka Lähteenmäki and Satu Nätti

Improving capability to generate value for customers is seen as a way to create a new competitive edge, but developing the related organisational capabilities involves facing…

2327

Abstract

Purpose

Improving capability to generate value for customers is seen as a way to create a new competitive edge, but developing the related organisational capabilities involves facing several obstacles that stem from the producer‐orientation of the retail‐banking business. This paper aims to focus on defining and describing those obstacles.

Design/methodology/approach

An in‐depth, qualitative single case study of a European retail bank was conducted.

Findings

A retail bank can find it challenging, first, to understand the deepest meaning and character of customer value and, second, to harness the organisational attributes to deliver that value. The main barriers lie in the strong producer‐oriented way of doing business, a lack of employee commitment, a strong product and sales orientation, a restrictive network, difficulties in seeing the profitability aspect of a new mindset, lack of conceptualisation and proper segmentation, and finally, silo‐style bank organisations.

Research limitations/implications

The research is focused on the retail‐banking industry, while the findings are transferable to other retail finance businesses.

Practical implications

Enhancing value creation may provide a competitive edge, but developing that edge means facing several obstacles, which may jeopardise the calculated positive return on investment. For management, understanding the value of the banking service in the customer's own context is critical.

Originality/value

Developing customer experience and value‐in‐use has been suggested as a good starting point for customer orientation. However, research on its implications for organisations and potential obstacles to implementation remains scarce. This paper offers a detailed view on the organisational development necessary to generate value‐in‐use in a retail‐banking context.

Details

International Journal of Bank Marketing, vol. 31 no. 5
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 24 July 2007

L.E. Hollywood, G.A. Armstrong and M.G. Durkin

Emerging consumer trends within the food industry have increased the need to create market‐oriented products. In order to do so, a future strategy focusing on consumer behaviour…

8343

Abstract

Purpose

Emerging consumer trends within the food industry have increased the need to create market‐oriented products. In order to do so, a future strategy focusing on consumer behaviour and segmentation should be utilised. By identifying how a consumer behaves throughout the purchasing process a company can determine whether what they are offering translates into what a consumer actually needs. This paper seeks to propose that the utilisation of consumer purchase motivation and decision‐making models can help identify specific customer clusters to improve marketing strategy.

Design/methodology/approach

The proposed methodology is a combined study of both qualitative and quantitative methods consisting of interviews, focus groups and a consumer questionnaire.

Findings

A new conceptual model, which integrates motivation, and decision‐making models in a food context are proposed.

Practical implications

By potentially gaining an intimate knowledge of the consumer, such models can optimise food‐marketing effectiveness by assisting the industry in predicting future consumer purchasing behaviour in a more systematic and informed manner. For the purposes of this paper, the research is applied to liquid milk category within the dairy sector in Northern Ireland. The commodity sector of liquid milk has been identified as the research context in recognition of its economic importance within the food industry in Northern Ireland.

Originality/value

The paper applies a new theoretical perspective of segmentation techniques to predict consumer purchase behaviour through the development of a conceptual model within a food industry context.

Details

International Journal of Retail & Distribution Management, vol. 35 no. 9
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 2 May 2024

Zhengpei Wang and Xue Yang

The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value…

482

Abstract

Purpose

The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty.

Design/methodology/approach

Using partial least squares modeling, the hypotheses testing involves the utilization of and data collection from 599 Chinese consumers who actively engage in brand communities in China.

Findings

Value co-creation practices in brand communities cultivate consumers' affective commitment and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty.

Originality/value

By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty, this research enhances the existing knowledge on value co-creation and brand management.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

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