Search results

1 – 10 of 14
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 1 January 2006

Olof Holm

The emergence of integrated marketing communications (IMC) has become a significant example of development in the marketing discipline. It has influenced thinking and acting among…

90026

Abstract

Purpose

The emergence of integrated marketing communications (IMC) has become a significant example of development in the marketing discipline. It has influenced thinking and acting among all types of companies and organizations facing the realities of competition in an open economy. From the beginning of the 1990s IMC became a real hot topic in the field of marketing. Four stages of IMC have been identified, starting from tactical coordination to financial and strategic integration. However, the majority of firms are anchored in the first stages and very few have moved to a strategic level. One conclusion is that there are barriers to developing IMC from tactics to strategy. The main purpose of this paper is to identify obstacles to further developing IMC.

Design/methodology/approach

A review of relevant literature during the 1990s and a study of four large Swedish companies.

Findings

Results show that decisions concerning IMC are rooted on the advertising agency level and have failed to appear on management level, whose communicative ability has remained insufficient, mainly due to obsolete tradition.

Originality/value

Indicates a need for international research and a reconsideration of educational programs regarding management, marketing and marketing communications.

Details

Corporate Communications: An International Journal, vol. 11 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

Access Restricted. View access options
Article
Publication date: 1 August 2006

Olof Holm

To identify factors of decisive importance relating to communicative processes within companies and organisations, where communication across levels is essential not only for…

6976

Abstract

Purpose

To identify factors of decisive importance relating to communicative processes within companies and organisations, where communication across levels is essential not only for efficiency and effectiveness, but also because conditions are particularly challenging.

Design/methodology/approach

A literature review leads to an ethnographic study of internal communication in a “critical system” in which decisions are crucial and the margin of error very small: a naval vessel.

Findings

Common educational and empirical backgrounds, coded language, and mutual understanding of context and goals are necessary prerequisites for the attainment of organisational goals and the avoidance of mistakes with potentially serious consequences. At the professional management level, they achieve fully functioning communications, but the concomitant uniformity and homogeneity can create difficulties in communication with other systems, organisations and individuals. There were few problems with horizontal communication at the strategic management level, but vertical flows between strategy and operational levels were prone to distortion and malfunction.

Research limitations/implications

This study may initiate further research concerning communication theory and its relation to marketing leadership and management.

Practical implications

The findings and research procedure can be adapted to analysis of the developmental needs of organisations operating in complex, dynamic and uncertain marketing environments.

Originality/value

Reports a study in an environment well beyond the normal setting of marketing research, in which the complexities and challenges faced by all participants in the system exceed those normally faced by marketing organisations. Thereby allows lessons to be learnt about effective communication under difficult operating conditions, such as those faced by marketers in a turbulent and uncertain future.

Details

Marketing Intelligence & Planning, vol. 24 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Available. Content available
Article
Publication date: 1 August 2006

Keith Crosier

351

Abstract

Details

Marketing Intelligence & Planning, vol. 24 no. 5
Type: Research Article
ISSN: 0263-4503

Access Restricted. View access options
Article
Publication date: 1 August 2006

Presents an overview of how traditional marketing communications have changed, and discusses the importance of Integrated Marketing Communications (IMC).

25189

Abstract

Purpose

Presents an overview of how traditional marketing communications have changed, and discusses the importance of Integrated Marketing Communications (IMC).

Design/methodology/approach

The author discusses how changing market environments and the emergence of new IT have led to the emergence of new marketing tools. The author stresses the importance Integrated Marketing Communications and features case studies on four Swedish companies which fail to embrace new marketing concepts.

Findings

Demonstrates that companies who ignore IMC will not gain the competitive edge required over their rivals.

Practical implications

Offers clear advice on the importance of IMC.

Originality/value

Provides clear guidance as to the importance of strategically focused IMC. The Swedish case studies are a clear warning of the consequences of failing to embrace IMC.

Details

Strategic Direction, vol. 22 no. 8
Type: Research Article
ISSN: 0258-0543

Keywords

Available. Content available
Article
Publication date: 30 January 2009

427

Abstract

Details

Corporate Communications: An International Journal, vol. 14 no. 1
Type: Research Article
ISSN: 1356-3289

Available. Content available
Article
Publication date: 9 May 2008

Wim J.L. Elving

378

Abstract

Details

Corporate Communications: An International Journal, vol. 13 no. 2
Type: Research Article
ISSN: 1356-3289

Available. Content available
Article
Publication date: 13 February 2007

Keith Crosier

296

Abstract

Details

Marketing Intelligence & Planning, vol. 25 no. 1
Type: Research Article
ISSN: 0263-4503

Access Restricted. View access options
Article
Publication date: 29 October 2018

Enrico Baraldi, Francesco Ciabuschi, Olof Lindahl, Andrea Perna and Gian Luca Gregori

The purpose of this paper is to explore two specific areas pertaining to industrial networks and international business (IB). First, the authors look at how business relationships…

1339

Abstract

Purpose

The purpose of this paper is to explore two specific areas pertaining to industrial networks and international business (IB). First, the authors look at how business relationships influence the internationalization in time, from the establishment of the first subsidiary in a foreign market to the following ones, and in space, that is, across different markets. Second, the authors investigate how an increasing external network dependence of subsidiaries in their internationalization may cause a detachment of a subsidiary from the mother company as its knowledge becomes insufficient to guide a subsidiary’s internationalization.

Design/methodology/approach

This paper utilizes an exploratory, longitudinal, single-case study of Loccioni – a manufacturer of measuring and automatic control systems for industrial customers – to illustrate the specific dynamics of the influences of industrial networks on the internationalization of subsidiaries.

Findings

The case study helps to elucidate the roles, entailing also free will and own initiative, of small suppliers’ subsidiaries which operate inside several global factories, and how “surfing” on many different global factories, by means of several local subsidiaries, actually supports these suppliers’ own international developments. This notion adds to our understanding of the global factory phenomenon a supplier focus that stresses how the role of suppliers is not merely that of being passive recipients of activities and directions from a focal orchestrating firm, but can also be that of initiative-takers themselves.

Originality/value

The paper contributes to the IMP tradition by providing a multi-layered and geographically more fine-grained view of the network embedding companies that operate on internationalized markets. This paper thereby sheds light on a less investigated area of research within the IMP tradition: the link between internationalization in different countries and the interconnectedness between the industrial networks spanning these countries. At the same time, this paper contributes to IB theories by showing how a late-internationalizing SME can enter highly international markets by “plugging into” several established “Global Factories” as a way to exploit further opportunities for international expansion.

Details

IMP Journal, vol. 12 no. 3
Type: Research Article
ISSN: 2059-1403

Keywords

Access Restricted. View access options
Article
Publication date: 7 November 2016

Xiaojun Yang, Ping Qin and Jintao Xu

The purpose of this paper is to attempt to investigate farmer’s positional concerns in rural China, and how the positional concerns correlate with household expenditures on…

387

Abstract

Purpose

The purpose of this paper is to attempt to investigate farmer’s positional concerns in rural China, and how the positional concerns correlate with household expenditures on visible goods.

Design/methodology/approach

The authors conduct a survey-based experiment to measure farmers’ positional concerns, and employ econometric models to examine the determinants of the degree of positional concern and how the positional concern affects household expenditures on visible goods.

Findings

The authors find that Chinese farmers have strong positional concerns for income, and high-income households are more concerned with relative position. Furthermore, there is a significant difference between males and females with respect to correlation between degree of positionality and household expenditures on visible goods. For females, there is a positive correlation between degree of positionality and household expenditures on clothes, restaurants, and mobile phones, respectively. For males, there is a positive correlation between degree of positionality and household expenditures on mobile phones.

Social implications

The government policy thus should pay attention to the positional goods, and the relevant consumption tax by increasing the prices of visible goods could be considered or suggested in the future even in the rural areas.

Originality/value

This paper provides complementary evidence on Chinese farmers’ positional concerns, and how the degree of positional concern relates to household expenditures on visible goods.

Details

China Agricultural Economic Review, vol. 8 no. 4
Type: Research Article
ISSN: 1756-137X

Keywords

Access Restricted. View access options
Book part
Publication date: 15 December 2016

Stefan Jonsson and Michael Lounsbury

Recent empirical and theoretical developments related to the microprocesses of institutional logics have helped to cultivate a powerful theory of agency. We build on these…

Abstract

Recent empirical and theoretical developments related to the microprocesses of institutional logics have helped to cultivate a powerful theory of agency. We build on these developments to show how the institutional logics perspective can shed light on important questions related to frame construction and how institutions matter. In particular, we show how the emergence of an economic democracy frame in post-war Sweden generated different efforts to define that frame with concrete ideas and practices linked to different logics – socialism and neoliberalism. We show how socialists tried to define economic democracy as requiring a radical transformation in the nature of ownership and control embedded in the innovative financial practice of wage earner’s funds. In contradistinction, conservatives drew on neoliberal ideas and extant mutual fund practices to construct alternative meanings and practices related to economic democracy that enrolled citizens in Capitalism without challenging extant Capitalist ownership structures. While mutual funds and wage earner’s funds initially existed in a state of parabiosis – existing side by side without much interrelationship – struggles over the meaning of economic democracy led these practices to become competing solutions in a framing contest. Implications for the study of institutional logics, frames and the social organization of society are discussed.

Details

How Institutions Matter!
Type: Book
ISBN: 978-1-78635-429-7

Keywords

1 – 10 of 14
Per page
102050