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Article
Publication date: 6 July 2015

Neeta Baporikar and MV Deshpande

This study aims to identify the approaches and strategies adopted by Pune auto-component small and medium enterprises (SMEs) to achieve excellence with an in-depth literature…

835

Abstract

Purpose

This study aims to identify the approaches and strategies adopted by Pune auto-component small and medium enterprises (SMEs) to achieve excellence with an in-depth literature review and deep observation. SMEs’ contribution is acknowledged worldwide. Auto-component SMEs, a major sub-sector and largest feeder of automobile manufacturing, have placed India on the global map for excellence and innovation. Like the corporate, SMEs have also started adopting integrated approaches and strategies to face the competitive world, yet incidences of unproductive SMEs are rising. Business breakdown is attributed to capital deficiency and incompetent usage. Amidst this, Pune auto-component SMEs are thriving well.

Design/methodology/approach

This paper presents an in-depth literature review and deep observation.

Findings

Findings include identifying the approaches and strategies adopted by Pune auto-component SMEs to achieve excellence.

Originality/value

This paper identified the approaches and strategies for achieving excellence and the basis of innovation in SMEs.

Details

Journal of Science & Technology Policy Management, vol. 6 no. 2
Type: Research Article
ISSN: 2053-4620

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Article
Publication date: 1 December 2005

Steven Ward and Aleksandra Lewandowska

To assess which components of the marketing orientation, along with the new measure societal marketing orientation, predict the performance of the firm and which are moderated by…

2673

Abstract

Purpose

To assess which components of the marketing orientation, along with the new measure societal marketing orientation, predict the performance of the firm and which are moderated by the environment.

Design/methodology/approach

Survey research in 1999 and hierarchical regression of 81 items.

Findings

Competitor‐based strategy has a more positive impact on firm's performance than the market‐based alternative. Its effectiveness is enhanced by the degree of competitive turbulence in the environment – as, for example, in Singapore in 1999. Societal marketing strategies, while morally appealing, are negatively associated with performance, and further negatively moderated by competitive hostility. The study found no support for the association between market orientation and performance.

Research limitations/implications

The findings are limited somewhat by the size and nature of the sample and the low response rate, though these compare well with other studies in the field. The research shows the importance of the business environment as a moderator of the performance of business strategies.

Practical implications

Marketing intelligence gatherers and strategists should take note that choice of an appropriate business strategy is moderated by the environment. Market‐based business strategies are not necessarily the most effective.

Originality/value

Apart from the main findings, introduces an important measure of a firm's societal orientation.

Details

Marketing Intelligence & Planning, vol. 23 no. 7
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 20 January 2012

Mamoun N. Akroush

The purpose of this research is to examine an empirical model of marketing strategy and shareholder value through customer satisfaction and financial performance by using a…

3697

Abstract

Purpose

The purpose of this research is to examine an empirical model of marketing strategy and shareholder value through customer satisfaction and financial performance by using a value‐based marketing approach on organisations listed in Amman Stock Exchange Market operating in Jordan.

Design/methodology/approach

A quantitative methodology was employed through conducting two surveys targeting Jordanian organisations' marketing managers and their customers as well as utilising hard measures for financial performance and shareholder value data analysis. A total of 218 marketing managers were involved in the managers' survey and 1,200 customers were involved in the customers' satisfaction survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path model analysis was also used to test the hypothesised research model.

Findings

The empirical results indicate that external and internal marketing orientations (IMOs) exerted a positive and significant effect on marketing strategy components, namely: product, price, promotion and distribution strategies. Marketing strategy components exerted a positive and significant effect on customer satisfaction. The findings also indicate that product and price strategies are the strongest drivers of customer satisfaction. Customer satisfaction has a positive and significant effect on financial performance. More importantly, financial performance has a strong positive contribution to shareholder value measured by market value added and earning per share.

Originality/value

This is the first empirical research paper that has investigated a model of marketing strategy and shareholder value through customer satisfaction and financial performance especially in developing countries, e.g. Jordan. This research offered executives and marketing directors empirical evidence on drivers of shareholder value maximisation and how to enhance marketing's strategic influence on strategic decisions which were not available to them before.

Details

Competitiveness Review: An International Business Journal, vol. 22 no. 1
Type: Research Article
ISSN: 1059-5422

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Article
Publication date: 11 August 2020

Abou-Elhagag A. Hermas, Mostafa H. Wahdan and Eatemad M. Ahmed

This work aims to prepare and characterize of protective anticorrosion phosphate-doped polyaniline (PANI) nanocomposite coatings for stainless steel (SS) in chloride solution.

162

Abstract

Purpose

This work aims to prepare and characterize of protective anticorrosion phosphate-doped polyaniline (PANI) nanocomposite coatings for stainless steel (SS) in chloride solution.

Design/methodology/approach

PANI composite coatings were electrodeposited from aqueous sulfuric acid solution containing monomer and Al2O3 nanoparticles using cyclic voltammetry technique. Doping by phosphate was done by aging the coated steels for different periods (1–168 h) in phosphate solution. The polymer film composite was investigated by Fourier-transform infrared spectroscopy and scanning electron microscopy techniques. Potential-time, anodic polarization and electrochemical impedance spectroscopy were used to study the protection efficiency of the coatings.

Findings

The Al2O3 nanoparticles were incorporated into the deposited PANI layer but they decreased the deposition of polymer. The nanoparticles and the phosphate anions enhanced the protective PANI layer for passivation and protection of SS in the chloride solution.

Originality/value

The replacement of counter anions by phosphate ions improved significantly the PANI and its nanocomposite as protective coating of SS in chloride solution.

Details

Anti-Corrosion Methods and Materials, vol. 67 no. 5
Type: Research Article
ISSN: 0003-5599

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Article
Publication date: 11 July 2016

Hardeep Chahal, R.C. Dangwal and Swati Raina

The main purpose of this study is to examine the synergistic impact of marketing orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore role…

1428

Abstract

Purpose

The main purpose of this study is to examine the synergistic impact of marketing orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore role of entrepreneurial qualification (moderating) and SO (mediating) in MO and BP relationship.

Design/methodology/approach

Nine hundred small and medium-sized enterprises (SMEs) owners/managers operating in Jammu District, North India, are contacted during October 2013 to February 2014.

Findings

The study identifies and confirms MO (marketing strategy, customer philosophy, operational efficiency and integrated marketing) and SO (defensive, proactive, analytical and risk-averse) as multi-dimensional constructs. Although both orientations have positive impact on SMEs performance, however, their synergistic impact is weak. In addition, the study also reveals that MO has direct and indirect impact (through SO) on BP. Lastly, there exists moderating role of entrepreneurial qualification between MO and SO.

Research limitations/implications

The major limitation of the study is the focus on SMEs. Based on the strength of the relationships among the dimensions and sub-dimensions of the MO, SO and BP, replication and validation of research in service sector across the country and globe is required to generalise the results and to develop stronger theory.

Originality/value

This is the first empirical study to investigate the synergistic impact of two well-established notions – MO and SO. It provides empirical evidence for the claim that synergistic impact of marketing and SO on BP is weak, unlike their respective strong impact on BP. This study also clarifies roles of entrepreneurial qualification and SO in MO and BP relationship.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 18 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 2 October 2018

Zhaofang Chu, Linlin Wang and Fujun Lai

The purpose of this paper is to investigate how customer pressure influences green innovation in the context of Chinese third-party logistics (3PL) providers, and especially the…

3363

Abstract

Purpose

The purpose of this paper is to investigate how customer pressure influences green innovation in the context of Chinese third-party logistics (3PL) providers, and especially the role of organizational culture in moderating this relationship.

Design/methodology/approach

Based on survey data collected from 165 3PL providers in China, hierarchical moderated regression analysis was conducted to test the hypotheses.

Findings

Customer pressure is an important driver of green innovation amongst 3PL providers. Flexibility-oriented organizational culture strengthens the effect of this driving force, while control-oriented organizational culture weakens this force. Green innovation significantly contributes to financial performance and flexibility orientation strengthens this contribution, while control orientation weakens it.

Research limitations/implications

This research examines the contingency effect of organizational culture in helping to resolve inconsistencies in the relationship between customer pressure and green innovation. Although the inconsistencies cannot be resolved completely, the research opens an avenue to explore other contingency factors or the possibility of a non-linear relationship.

Practical implications

3PL firms could undertake green innovation to satisfy customers’ environmental requirements. To develop their green innovation initiatives, managers should allow their employees greater autonomy and design (or re-design) operations procedures and regulations to be more flexible, thus enabling the diffusion of green innovation and avoiding or reducing the potential influence of control-oriented organization culture.

Originality/value

The study considers the conditional effect of organizational culture to reconcile the mixed results in the literature regarding the relationship between customer pressure and green innovation of logistics service providers.

Details

The International Journal of Logistics Management, vol. 30 no. 1
Type: Research Article
ISSN: 0957-4093

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Article
Publication date: 6 August 2024

Xiaohui Dou, Yadong Li, Xinwei Zhang, Shengnan Wang, Yang Cheng, Wanpeng Yao, Dalei Zhang and Yan Li

The purpose of this study is to characterize the galvanic corrosion behavior of a simulated X80 pipeline steel welded joint (PSWJ) reconstructed by the wire beam electrode (WBE…

51

Abstract

Purpose

The purpose of this study is to characterize the galvanic corrosion behavior of a simulated X80 pipeline steel welded joint (PSWJ) reconstructed by the wire beam electrode (WBE) and numerical simulation methods.

Design/methodology/approach

The galvanic corrosion of an X80 PSWJ was studied using WBE and numerical simulation methods. The microstructures of the coarse-grained heat affected zone, fine-grained heat affected zone and intercritical heat affected zone were simulated in X80 pipeline steel via Gleeble thermomechanical simulation processing.

Findings

Comparing the corrosion current density of coupled and isolated weld metal (WM), base metal (BM) and heat-affected zone (HAZ), the coupled WM exhibited a higher corrosion current density than isolated WM; the coupled BM and HAZ exhibited lower corrosion current densities than isolated BM and HAZ. The results exhibited that the maximum anodic galvanic current fitted the Gumbel distribution. Moreover, the numerical simulation results agreed well with the experimental data.

Originality/value

This study provides insight into corrosion evaluation of heterogeneous welded joints by a combination of experiment and simulation. The method of reconstruction of the welded joint has been proven to be a feasible approach for studying the corrosion behavior of the X80 PSWJ with high spatial resolution.

Details

Anti-Corrosion Methods and Materials, vol. 71 no. 6
Type: Research Article
ISSN: 0003-5599

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Article
Publication date: 20 September 2018

Abdurrahman Akdag, Gul Ozyilmaz and Ali Tuncay Ozyilmaz

The purpose of this paper is to evaluate and compare the protective, anticorrosion behaviors and electrochemically synthesis of poly(2-chloroaniline) (PCANI) and…

144

Abstract

Purpose

The purpose of this paper is to evaluate and compare the protective, anticorrosion behaviors and electrochemically synthesis of poly(2-chloroaniline) (PCANI) and poly(2-chloroaniline-co-aniline) P(CANI-co-ANI) films on thin zinc–iron plated carbon steel (CS).

Design/methodology/approach

Zinc–iron (ZnFe) alloy plating was successfully achieved on CS applying 3 mA constant current value. The PCANI and P(CANI-co-ANI) films on ZnFe-plated CS electrode were synthesized by cyclic voltammetry technique using monomer(s) containing 0.20 M sodium oxalate solution. The CS/ZnFe electrodes with and without PCANI or P(CANI-co-ANI) films were characterized using SEM and anodic linear sweep voltammograms. The anticorrosive behaviors of uncoated and coated electrodes were studied in 3.5 per cent NaCl solution by corrosion techniques which include open circuit potential measurements, the anodic polarization curves and alternative current electrochemical impedance spectroscopy (EIS) technique.

Findings

The protection efficiency values (E per cent) for CS/ZnFe, ZnCS/ZnFe/PCANI and CS/ZnFe/P(CANI-co-ANI) electrodes were calculated as 71.05, 84.53 and 92.79, respectively, after 168 h of immersion time. The results showed that P(CANI-co-ANI) coating on ZnFe-plated CS electrode exhibited higher corrosion resistance and provided better barrier property in comparison with PCANI coating and ZnFe alloy plating, in longer exposure time.

Originality/value

A number of reports on the synthesis and characterization of PANI have appeared in the literature during the past decade, but there is no such publication of PCANI. At the same time, the synthesis of PCANI onto the surface of metal alloy coating being the first of this kind, no such proceedings have been reported in the literature so far.

Details

Anti-Corrosion Methods and Materials, vol. 65 no. 6
Type: Research Article
ISSN: 0003-5599

Keywords

Available. Open Access. Open Access
Article
Publication date: 21 June 2024

Ryuta Ishii and Mai Kikumori

Export market orientation can be broadly divided into intelligence (generation and dissemination) and responsiveness activities. Although previous studies assess intelligence and…

1071

Abstract

Purpose

Export market orientation can be broadly divided into intelligence (generation and dissemination) and responsiveness activities. Although previous studies assess intelligence and responsiveness activities, little is known about what type of international channel partner acts as an enabling condition for the impact of these activities on export venture performance. This study aims to examine the extent to which the selection of international channel partners through word-of-mouth referrals versus direct contacts affects the benefits of intelligence and responsiveness activities.

Design/methodology/approach

Data were collected from 246 exporting manufacturers in Japan. To test the hypotheses, we conducted regression analyses using a subjective performance measure at the venture level. We also performed a post hoc analysis using objective performance measure at the function level.

Findings

We find that the extent to which international channel partners are selected through word-of-mouth referrals has a moderating role in the export market-oriented activities–performance linkages. Specifically, it acts as an enabling condition for intelligence activity and a disenabling condition for responsiveness activity.

Originality/value

This study contributes to a better understanding of export market orientation by classifying it into intelligence and responsiveness activities and providing empirical evidence on their different interaction effects with partner selection. It also contributes to the elaboration of agency theory by offering insights into the fit between task characteristics and contract type. Our study is critical for business managers as it suggests guidelines for manufacturing exporters engaging in export market-oriented behaviors and export channel management.

Details

International Marketing Review, vol. 41 no. 7
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 8 July 2014

David M. Woisetschläger, Vanessa J. Haselhoff and Christof Backhaus

The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly…

3345

Abstract

Purpose

The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, the authors find empirical support which provides evidence for fan boycott or resistance.

Design/methodology/approach

The authors empirically test a model using a sample of 798 soccer fans and thereby quantify structural relations between determinants and fan resistance. They use a logistic regression to assess potential determinants of fan resistance.

Findings

Results indicate that sponsee- and sports-related variables, such as fan/regional identification and attitude toward commercialization, contribute to higher fan resistance. Furthermore, fans see themselves as in-group members who discriminate out-group members. As the sponsoring company takes over control and imposes a “threat” (the change of a stadium’s name) on the group’s ritual place, this results in strong negative emotional reactions. These emotions tend to be repeated and affirmed in intra-group communications which intensify negative reactions unless the sponsor offers a positive contribution from the fans’ standpoints. Our findings confirm that sponsorship fit and perceived benefits of the sponsorship reduce fan resistance while the sponsor’s regional identification is unrelated to fan resistance.

Research limitations/implications

Little attention has been paid on negative reactions to sponsorships in the existing research. Therefore, future research could assess negative effects resulting from other sponsorship contexts, such as the sale of a club's naming right, promotion campaigns during the venue and to sponsorship deals in general. Moreover, research should be devoted to finding strategies that lead to a reduction of fan resistance to sponsorship actions.

Practical implications

Results show that sponsorship fit reduces fan resistance. Existing literature suggests that sponsorship fit can be improved by emphasis or creation of fit between sponsor and sponsee. Additionally, sponsors should try to build a bridge between sponsor and fans to gain acceptance of the in-group by raising awareness on the benefits that the sponsee receives from their partnership. Moreover, sponsors should actively strive to understand negative reactions of the fans and adapt their communication strategy to avoid resistance, e.g. due to fans’ feelings of overt commercialism.

Originality/value

Although naming right sponsorships are generally considered a powerful instrument for companies to gain high profile and market share, they seem not to be entirely free of risk. This article contributes to the literature by conceptualizing the phenomenon of fan resistance and assessing the determinants that contribute to fan resistance when naming rights are sold. Our findings extend the understanding of negative sponsorship effects in addition to the mechanisms and theoretical frameworks that are documented in the literature (Cornwell et al., 2005).

Details

European Journal of Marketing, vol. 48 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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