Ofer Mintz, Imran S. Currim and Rohit Deshpandé
This paper aims to propose a new country-level construct, national customer orientation, to provide a benchmark for global headquartered managers’ decisions and scholars…
Abstract
Purpose
This paper aims to propose a new country-level construct, national customer orientation, to provide a benchmark for global headquartered managers’ decisions and scholars investigating cross-national research.
Design/methodology/approach
A conceptual framework and unique propositions are developed that focus on how one macro-economic driver, e.g. the wealth of a country, and one macro-marketing driver, e.g. customer price sensitivity, affect national customer orientation during and after global economic downturns such as recessions and a pandemic.
Findings
An agenda setting section proposes distinct theoretical, empirical and managerial themes for future research aimed at testing the propositions at the country and organization levels over time.
Research limitations/implications
Although the new construct offers substantial benefits for scholars and managers, current measures of national customer orientation are limited to data provided by the World Economic Forum or expensive primary survey-based research that restrict the number of countries, respondents and time periods.
Practical implications
The new national-level customer orientation construct and propositions about its drivers over time promise to provide global managers a country-level customer-based benchmark so that they can better understand, set expectations and manage customer orientation across different countries over time.
Originality/value
Research on market and customer orientation is consistently designated a priority by academics and practitioners. However, most previous studies exclusively focus at the micro organizational-level, with less known on how customer orientation varies at the macro country-level and over time.
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This study empirically explores one of the important channel issues – the relationship between various channel support given to channel partners and the perceived (by managers…
Abstract
This study empirically explores one of the important channel issues – the relationship between various channel support given to channel partners and the perceived (by managers) goal‐orientation of a firm. Results from an emerging market, India, indicate that perceived orientation towards both profitability and market share is not associated with any of the channel support considered. Growth orientation however is strongly associated with most of the channel support activities – both business (e.g., business advice, pricing and ordering assistance, and personnel training) as well as marketing (advertising support, sales promotional material, and inventory management assistance) oriented activities. In contrast, perceived sales volume orientation is only associated with advertising support and business advice, however, the relationship is negative. These findings have interesting implications for channel management and channel motivation.
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Chunjia Hu, Michael Song and Feng Guo
The purpose of this paper is to employ a quantitative approach to explore the intellectual structure of the market orientation (MO) field over the course of its development.
Abstract
Purpose
The purpose of this paper is to employ a quantitative approach to explore the intellectual structure of the market orientation (MO) field over the course of its development.
Design/methodology/approach
This research was conducted by using the bibliometric techniques of citation and co-citation analyses to investigate 1,892 publications in the MO field from 1990 to 2016, as well as factor analysis and multidimensional scaling to present a clear visual experience of the knowledge structure of the MO filed.
Findings
This study reveals meaningful outputs to assist in: delineating the critical authors, institutions and countries related to the study of MO; identifying the published documents that have had a significant influence on the field; clarifying the subfields that have developed from the MO field; and mapping the intellectual structure of the field in a two-dimensional space that allows for the visual representation of different themes.
Research limitations/implications
Given the sheer volume of works that exist, these bibliometric techniques cannot completely measure, describe and present the entire intellectual structure of the MO field. Instead, co-citation analysis was performed using the data from only the top publications to identify the level of integration of the field, the changes of each knowledge group and the maturity of its evolution.
Originality/value
First, this study extends the approach to identify the subject of MO from a quantitative perspective. Second, our analysis shows the intersection between the marketing discipline and management discipline in the MO literature. Finally, this study reveals the development tendency of the MO field in recent years. The results of this study are valuable to readers interested in MO research, especially those newly interested in this field.
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Rohit Deshpandé, Amir Grinstein, Sang-Hoon Kim and Elie Ofek
There is a lack of research on the link between the personal disposition of an entrepreneurial firm's founder, the firm's strategic orientation and its performance outcomes. Also…
Abstract
Purpose
There is a lack of research on the link between the personal disposition of an entrepreneurial firm's founder, the firm's strategic orientation and its performance outcomes. Also, there is a lack of cross-national research on entrepreneurial firms’ strategic orientations. This paper seeks to address these gaps by exploring the differences in strategic orientation choices and their performance outcomes for American and Japanese entrepreneurial firms, focusing on founders’ achievement motivation as a key personal disposition.
Design/methodology/approach
A survey was conducted among 397 Japanese founders and 189 American ones.
Findings
This paper's key counterintuitive finding is that Japanese and American founders of entrepreneurial firms are more similar than is often suggested. The paper first finds that in both Japan and the US, achievement motivation is positively related to customer orientation and cost orientation while not being related to technological orientation. Second, it is found that the adoption of customer orientation is positively related to the profitability of both Japanese and American entrepreneurial firms, although the effect is stronger in the US. It is also found that the adoption of technology orientation is negatively related to the profitability of both Japanese and American firms, although the effect is less negative in Japan. Finally, it is found that the adoption of cost orientation does not have an impact on the profitability of either Japanese or American entrepreneurial firms.
Originality/value
This is one of the first studies to examine how founders of entrepreneurial firms use their personal disposition to shape the strategic orientation of their firm.
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Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to…
Abstract
Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to hypothesise that the level of acculturation would moderate ethnic consumers’ preference for advertisements in English versus their native language. Extends previous research in the field of ethnic advertising by considering whether findings from studies conducted with Hispanic American consumers are applicable to Asian Americans. Shows that no significant differences were detected in bilingual Korean American preferences for advertisements in which the message was presented in English as compared with those that used Humgul (Korean language) to communicate with the audience. Concludes with suggestions for further research.
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Sapna Popli and Bikramjit Rishi
This chapter brings all the key points from each of the earlier chapters together towards a framework for crafting and executing an effective customer experience (CX) strategy. We…
Abstract
This chapter brings all the key points from each of the earlier chapters together towards a framework for crafting and executing an effective customer experience (CX) strategy. We go back to the ‘how of customer experience management (CEM)’ discussed in the first chapter and connect the dots for the readers through the process and include the common roadblocks and challenges that come in the way to achieve CX results. In this chapter we also link up customer experience to the big ideas of customer centricity and customer engagement. Finally, we discuss the future of customer experience and how CXM/CEM continued to evolve during the COVID-19 pandemic.
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Abstract
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Jill Nemiro, Stefanus Hanifah and Jing Wang
Contemporary organizations have realized the importance of creating work environments that energize and sustain collaborative capacity. Nowhere is the need for collaborative…
Abstract
Contemporary organizations have realized the importance of creating work environments that energize and sustain collaborative capacity. Nowhere is the need for collaborative capacity more apparent than when business interactions and collaborative work efforts cross country boundaries. Collaborative capacity is the foundation to an organization's key resource, the collaborative capital. Creating a work environment or climate that supports, enhances, and maintains collaborative capacity is essential for achieving high levels of collaborative capital. In this chapter, we review an exploratory, cross-cultural investigation of the work environments that guide organizations (public and private universities) in the United States and in several Asian countries. One hundred and ninety-four staff from a university in the United States and a combined total of 976 individuals from eight universities throughout Asia (Malaysia, Singapore, South Korea, and Taiwan) were asked to assess their organizations’ work environments using the Performance Environmental Perception Scale (PEPS; David Ripley (1998) The development of the performance environment perception scale and its underlying theoretical model. Unpublished Doctoral Dissertation, University of Tennessee, Knoxville). We describe what work environment factors were viewed the same across Eastern and Western cultures, and what factors were viewed differently. Additionally, we present a model of work environment factors that can be used to enhance and sustain collaborative capacity across Eastern and Western cultures.
Considers the pluralistic cultures which exist within a nation and outlines the history of previous research into this field. Introduces the concept of embeddedness which means…
Abstract
Considers the pluralistic cultures which exist within a nation and outlines the history of previous research into this field. Introduces the concept of embeddedness which means that the society within which a person lives will influence their behaviour. Discusses intracultural differences and presents some research strategies for looking at the ethnic consumer.