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Article
Publication date: 16 March 2015

20

Abstract

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Journal of Consumer Marketing, vol. 32 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 9 March 2015

Jennifer Chandler and Steven Chen

The purpose of this paper is to, first, make explicit the theoretical link between prosumers and co-creation as articulated in the service-dominant logic framework. The authors…

4308

Abstract

Purpose

The purpose of this paper is to, first, make explicit the theoretical link between prosumers and co-creation as articulated in the service-dominant logic framework. The authors re-examine the contributions of prosumers to service experiences with the intent of clarifying how prosumers act as co-creators of value. The second purpose of this study is to clarify the underlying motivations for prosumers’ participation in co-creation/service experiences. The authors assert that high-quality service experiences require service researchers and managers to better understand prosumers and their motivations.

Design/methodology/approach

Through a qualitative investigation, the authors examine prosumers and their social motivations – from a service experience perspective.

Findings

The findings illustrate that prosumers are not only participants in the co-creation of value; the findings illustrate that prosumers are active designers of service experiences. This is because prosumers are motivated by both individual and social factors that arise from their personal lives, not necessarily by desires to participate in firms’ production processes. The authors seek answers to the following research questions: What are the social motivations of prosumers? How do prosumers co-create value through creative outputs?

Research limitations/implications

The findings suggest that firms do not solely motivate co-creation and, more specifically, prosumption; rather, these are motivated by factors in the personal lives of consumers.

Practical implications

The findings illustrate that prosumers are not only participants in the co-creation of value; the findings illustrate that prosumers are active designers of service experiences. Service design and management should account for and accommodate prosumers.

Originality/value

This interdisciplinary paper integrates literature from design, marketing, service, and management to provide theoretical underpinnings of a qualitative study into the social motivations of prosumers from a service experience perspective.

Details

Journal of Service Theory and Practice, vol. 25 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

Available. Content available
Article
Publication date: 20 January 2007

Russell Belk

491

Abstract

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European Journal of Marketing, vol. 41 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 27 July 2012

Salah S. Hassan and Stephen Craft

This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical…

36714

Abstract

Purpose

This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical implications for firms operating in increasingly globalizing markets.

Design/methodology/approach

This paper empirically examines an inventory of market segmentation factors in relation to four global strategic positioning decision options.

Findings

The two studies reported suggest that a combined use of macro and micro‐bases to segment world markets is significantly linked to the perceived positioning strategies of global top brands, whereas firms seeking more localized positioning strategies use only micro‐bases to segment.

Practical implications

The conceptual and empirical findings reported in this paper pave the way for embarking on promising and relevant future research that is needed to substantiate and enrich the academic understanding and managerial practice of segmentation and strategic brand positioning decisions in world markets.

Originality/value

This paper is unique in identifying a link between global brand positioning and segmentation factors.

Details

Journal of Consumer Marketing, vol. 29 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 25 January 2013

Lauri Johnson and Rosemary Campbell‐Stephens

The aim of this paper is to discuss the views of black and ethnic minority school leaders about the Investing in Diversity program, a black‐led program developed in 2004 to…

1373

Abstract

Purpose

The aim of this paper is to discuss the views of black and ethnic minority school leaders about the Investing in Diversity program, a black‐led program developed in 2004 to address the underrepresentation of black leaders in the London schools. Major themes are identified from interviews with black and South Asian women graduates of the program and recommendations made for leadership development strategies to help aspiring and current black and global majority headteachers “bring who they are” to their leadership.

Design/methodology/approach

Qualitative case study data about the Investing in Diversity program include document analysis of curriculum modules and participant observation of the weekend residential, survey satisfaction data from several cohorts, and face‐to‐face interviews with a purposive sample of seven headteachers from African Caribbean, African, and South Asian backgrounds who completed the Investing in Diversity program six‐seven years ago. These semi‐structured individual interviews were conducted in the spring of 2012 during an all‐day visit to their schools and focused on barriers and supports in their career path, approach to leadership, and their views on their leadership preparation.

Findings

Participants identified black and ethnic minority headteachers as role models, the importance of mentoring and informal networks, and opportunities to lead as supports to their career path to headship. Many of their long‐term informal networks were established with other BME colleagues who attended Investing in Diversity. Barriers included subtle (and not so subtle) discrimination from parents, teachers, and administrators for some of the participants.

Research limitations/implications

Observational studies and interview studies, which included a bigger sample of black and ethnic minority headteachers, would extend this research.

Practical implications

This study provides suggestions for schools and local authorities about leadership preparation strategies that make a difference for aspiring BME leaders.

Originality/value

There is a paucity of research on the views of British BME headteachers. This study adds to the research base on BME leadership development in Britain and contributes to international research on self‐defined black leadership perspectives.

Details

Journal of Educational Administration, vol. 51 no. 1
Type: Research Article
ISSN: 0957-8234

Keywords

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Article
Publication date: 1 September 2003

Salah S. Hassan, Stephen Craft and Wael Kortam

This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world…

25620

Abstract

This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation to aid global marketers in identifying similarities across national boundaries while assessing within‐country differences. The main conclusion of this research is augmentation of the argument that a hybrid/universal market segmentation strategy should serve as the conceptual link and action mechanism that provides substance and rationale to striking a trade‐off between the two indispensable global strategy ends of standardization and adaptation. This balanced relationship can only be created when focus is devoted to building brand equity through emphasizing a global consumer orientation.

Details

Journal of Consumer Marketing, vol. 20 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 1 March 2005

Salah S. Hassan and Stephen H. Craft

The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets.

26223

Abstract

Purpose

The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets.

Design/methodology/approach

A principal component analysis was conducted to determine the major macro‐ as well as micro‐bases of segmentation that are linked with strategic positioning decision options. Further, a regression analysis was used to examine the effect of each of the segmentation bases on the different strategic positioning options used by segmentation managers.

Findings

This study suggests the combined use of both macro‐ and micro‐bases of segmentation in order to leverage similar strategic positioning across global markets. However, micro‐bases of segmentation are suggested for firms seeking differential positioning strategies.

Research limitations/implications

The conceptual and empirical findings of this study pave the way for embarking on promising and relevant future research that is needed to substantiate and enrich the academic understanding and managerial practice of linking global segmentation with strategic positioning decisions. Future research should focus on the use of hybrid segmentation strategies; its logical design; implementation issues; and its evaluation mechanism.

Practical implications

This study provides specific empirical evidence of the relationship between strategic use of segmentation bases and strategic positioning. An effective use of the proposed framework will have various strategic marketing implications for firms; including cost efficiencies, opportunities to transfer products globally, expansion opportunities of current operation, and development of more effective brand management decisions.

Originality/value

The proposed global strategic segmentation and positioning matrix is a new tool that guides managers to position their brands effectively in world markets.

Details

Journal of Consumer Marketing, vol. 22 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Available. Content available
Article
Publication date: 7 January 2014

138

Abstract

Details

Journal of Consumer Marketing, vol. 31 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 13 August 2020

Xiaoyu Guan and Stephen Frenkel

The purpose of this paper is to investigate whether perceived organizational support for strength use (POSSU) predicts employee thriving at work and the underlying mechanisms that…

1584

Abstract

Purpose

The purpose of this paper is to investigate whether perceived organizational support for strength use (POSSU) predicts employee thriving at work and the underlying mechanisms that explain this relationship.

Design/methodology/approach

The analysis is based on data from an online, time-lagged survey of 209 employees. Latent moderated structural equations (LMS) method was used to test the mediating role of job crafting and meaningfulness and the moderating role of core self-evaluation (CSE) in the organizational support-employee thriving relationship.

Findings

POSSU has a direct, positive relationship with employee thriving at work. Moreover, this relationship is fully mediated by employees' job crafting (as an agentic work behavior) and meaningfulness (as a resource produced at work). In addition, contextual factor of POSSU synergistically interacts with individual characteristic of CSE to foster thriving at work.

Research limitations/implications

Based on a time-lagged survey, causal relationships cannot be drawn from this study. Results point to future research that can incorporate specific types of work climate and organizational practices in a multilevel design to investigate how context at team, unit and organizational levels impact employee thriving.

Practical implications

The study results highlight the importance of fostering employee thriving at work by implementing organizational practices that create supportive, innovative and meaningful workplaces. Management needs to pay close attention to develop a supportive organizational climate geared to identifying, developing and utilizing employees' strengths.

Originality/value

This study provides theoretical explanations and empirical tests on the mechanisms linking organization support and employee thriving based on the socially embedded model of thriving.

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Article
Publication date: 5 October 2015

Rebecca Kummerfeld

The purpose of this paper is to explore the professional biography of Ethel A. Stephens, examining her career as an artist and a teacher in Sydney between 1890 and 1920. Accounts…

359

Abstract

Purpose

The purpose of this paper is to explore the professional biography of Ethel A. Stephens, examining her career as an artist and a teacher in Sydney between 1890 and 1920. Accounts of (both male and female) artists in this period often dismiss their teaching as just a means to pay the bills. This paper focuses attention on Stephens’ teaching and considers how this, combined with her artistic practice, influenced her students.

Design/methodology/approach

Using a fragmentary record of a successful female artist and teacher, this paper considers the role of art education and a career in the arts for respectable middle-class women.

Findings

Stephens’ actions and experiences show the ways she negotiated between the public and private sphere. Close examination of her “at home” exhibitions demonstrates one way in which these worlds came together as sites, enabling her to identify as an artist, a teacher and as a respectable middle-class woman.

Originality/value

This paper offers insight into the ways women negotiated the Sydney art scene and found opportunities for art education outside of the established modes.

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