Jayakrishnan Jayapal, Senthilkumaran Kumaraguru and Sudhir Varadarajan
This paper aims to propose a view similarity-based shape complexity metric to guide part selection for additive manufacturing (AM) and advance the goals of design for AM. The…
Abstract
Purpose
This paper aims to propose a view similarity-based shape complexity metric to guide part selection for additive manufacturing (AM) and advance the goals of design for AM. The metric helps to improve the selection process by objectively screening a large number of parts and identifying the parts most suited for AM and enabling experts to prioritize parts from a smaller set based on relevant subjective/contextual factors.
Design/methodology/approach
The methodology involves calculating a part’s shape complexity based on the concept of view similarity, that is, the similarity of different views of the outer shape and internal cross-sectional geometry. The combined shape complexity metric (weighted sum of the external shape and internal structure complexity) has been used to rank various three dimensional (3D) models. The metric has been tested for its sensitivity to various input parameters and thresholds are suggested for effective results. The proposed metric’s applicability for part selection has also been investigated and compared with the existing metric-based part selection.
Findings
The proposed shape complexity metric can distinguish the parts of different shapes, sizes and parts with minor design variations. The method is also efficient regarding the amount of data and computation required to facilitate the part selection. The proposed method can detect differences in the mass properties of a 3D model without evaluating the modified parameters. The proposed metric is effective in initial screening of a large number of parts in new product development and for redesign using AM.
Research limitations/implications
The proposed metric is sensitive to input parameters, such as the number of viewpoints, design orientation, image resolution and different lattice structures. To address this issue, this study suggests thresholds for each input parameter for optimum results.
Originality/value
This paper evaluates shape complexity using view similarity to rank parts for prototyping or redesigning with AM.
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Sandeep Narula, Sudhir Rana, Shakul Srivastava and Manjeet Kharub
This study explores the relationship between market orientation (MO), marketing capabilities, competitive advantage and firm performance with a focus on productivity and growth…
Abstract
Purpose
This study explores the relationship between market orientation (MO), marketing capabilities, competitive advantage and firm performance with a focus on productivity and growth. This study answers on how MO and capabilities can enhance the performance of a firm. The following research points have been looked into: (1) business development in uncertain times, (2) strategies that complement both business development and competitive advantage at the same time and (3) how proactive MO helps the business organization to improve performance and attain category leadership in the desired therapeutic segment.
Design/methodology/approach
This article is based on an intensive case study that provides a thorough description, interpretation and understanding of the case. To accomplish the given goals, a public sector firm was carefully chosen and data were gathered through interviews with managers from different levels of the case company.
Findings
Results of this study explain that the MO concept is highly effective in building the marketing capabilities and sustaining the performance. The study offers business development strategies for the businesses where product differentiation is low and price ceiling is practiced on a certain category of products. MO when combined with marketing capabilities gives the organization a competitive advantage which ultimately enhances the firm performance.
Originality/value
The manuscript is based on a case study representing niche and mid-sized Indian pharmaceutical company, “Indian Immunologicals Limited” (IIL, a public sector firm), that adopted MO along with competitive business strategies in highly competitive, regulated and price control therapeutic category, anti-rabies vaccine. The company with a judicious mix of business strategies, operational excellence and MO not only enhanced productivity but also market share and created new business units for future.
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The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet…
Abstract
Purpose
The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments.
Design/methodology/approach
This paper examines the introduction of new research topics over 10-year intervals from 1960 to the present. These provide the basic body of knowledge that drives the field at the present time.
Findings
While researchers have always borrowed techniques, they have refined them to make them applicable to marketing problems. Moreover, the field has always responded to new developments in technology, such as more powerful computers, scanners and scanner data, and the internet with a flurry of research that applies the technologies.
Research limitations/implications
Marketing will adapt to changes brought on by the internet, increased computer power and big data. While the field faces competition for other disciplines, its established body of knowledge about solving marketing problems gives it a unique advantage.
Originality/value
This paper traces the history of academic marketing from 1960 to the present to show how major changes in the field responded to changes in computer power and technology. It also derives implications for the future from this analysis.
Propósito
El objetivo de este estudio es examinar qué implica la historia de la investigación académica en marketing en la reacción del campo de conocimiento a los recientes desarrollos tecnológicos como consecuencia de la irrupción de Internet.
Metodología
Esta investigación analiza la introducción de nuevos temas de investigación en intervalos de diez años desde 1960 hasta la actualidad. Estos periodos proporcionan el cuerpo de conocimiento básico que conduce al ámbito del marketing hasta el presente.
Hallazgos
Aunque los investigadores tradicionalmente han tomado prestadas ciertas técnicas, las han ido refinando para aplicarlas a los problemas de marketing. Además, el ámbito del marketing siempre ha respondido a los nuevos desarrollos tecnológicos, más poder de computación, datos de escáner o el desarrollo de Internet, con un amplio número de investigaciones aplicando tales tecnologías.
Implicaciones
El marketing se adaptará a los cambios provocados por Internet, aumentando el poder de computación y el big data. Aunque el marketing se enfrenta a la competencia de otras disciplinas, su sólido cuerpo de conocimiento orientado a la resolución de problemas le otorga una ventaja diferencial única.
Valor
Describe la historia académica del marketing desde 1960 hasta la actualidad, para mostrar cómo los principales cambios en este campo respondieron a los cambios tecnológicos. Se derivan interesantes implicaciones para el futuro.
Palabras clave
Historia, Revisión, Cambio, Tecnología, Conocimiento, Internet, Datos, Métodos
Tipo de artículo
Revisión general
Roger Brooksbank, Zahed Subhan, Ronald Garland and Scott Rader
On the basis of lessons gleaned from previous research into successful strategic marketing practices in times of both recession and growth, and in the face of an ongoing…
Abstract
Purpose
On the basis of lessons gleaned from previous research into successful strategic marketing practices in times of both recession and growth, and in the face of an ongoing post-global financial crisis “hangover” characterised by unpredictable trading conditions both worldwide and in the Asia-Pacific region, the purpose of this paper is to provide insights and advice for marketing strategists within New Zealand’s manufacturing sector.
Design/methodology/approach
The inquiry is based on two point-in-time mail surveys, one during recessionary conditions and the other during favourable economic conditions, with similar samples of 427 and 272 New Zealand manufacturers, respectively. Data analyses were conducted using SPSS and sought to compare and contrast successful strategic marketing decision making between the two time-points.
Findings
The results confirm that, irrespective of prevailing economic circumstances, basic strategic marketing plays a pivotal role in facilitating the competitive success of New Zealand manufacturers. However, with the notable exception of three “evergreen” practices – targeting selected market segments, competing on the basis of value-to-the-customer, and finding new ways to do business – the results also suggest that different economic conditions otherwise necessitate quite different priorities for success at each stage of the strategic marketing decision-making process.
Research limitations/implications
Due to relatively low-response rates, the extent to which the study samples are representative of the population under scrutiny remains unknown. Also, since an identical questionnaire was administered at two time-points ten years apart, differences in the respondents’ interpretation of certain questions and some of the marketing vocabulary and terminology used cannot be ruled out.
Practical implications
The research highlights the important contribution that strategic marketing makes to the achievement of competitive success in New Zealand’s manufacturing sector. It also identifies some of the underlying “key drivers” that best predict successful strategic marketing decision making in times of recession compared with growth, thereby indicating a number of key lessons for marketing strategists.
Originality/value
This study addresses a number of gaps in the empirical marketing literature. Although many previous studies have shown various strategic marketing activities to be critical to competitive success, few have examined it as a multi-step decision-making process and none have done so in the context of New Zealand manufacturing. Nor have previous studies sought to compare and contrast effective strategic marketing decision-making set against the background of contrasting economic circumstances.
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Chandan Parsad, Sanjeev Prashar and Vinita Sahay
Strategic Marketing Management. This case is also relevant for discussion in other courses like brand management.
Abstract
Subject area
Strategic Marketing Management. This case is also relevant for discussion in other courses like brand management.
Study level/applicability
Postgraduate Management students.
Case overview
Just before the official launch of “no-negative” news edition by Dainik Bhaskar Corp. Ltd, there was widespread speculation that the group was risking too much by going against the set convention of the newspaper industry. The common belief in the industry was “If it bleeds, it leads” and “good news is no news”. While endeavoring to do away with this perception, the management needed answers to questions like “Would it really be an attractive proposition for the readers?”, “Was the group compromising the role and responsibilities of press in presenting the truth to the world?” and “How would it add value to the brand?” The entire debate was pivoted around the sustainability of positive marketing strategy and “Is it a good idea to go forward with No Negative?” For decades, Dainik Bhaskar was known for its strategy of capturing untapped markets or denting into monopolistic markets and become a leader. This case is an odyssey of moving away from the “me-too” to category (positive newspaper) positioning. The main objective of this case is to build the concept and rudiments of positive marketing in practical perspectives using the backdrop of the Hindi newspaper industry and its largest player breaking the myth “only negative news sell”. Besides this, the case also evolves the process of institutionalizing positive marketing in organizations.
Expected learning outcomes
The primary objective of teaching through this case is to make students aware and understand the emerging strategy of positive marketing and its ability to break through the present clutter in the market. It also elaborates on how companies can use this tool for differentiating themselves from others.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 8: Marketing.
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Milos Bujisic, Yizhi “Ian” Li and Anil Bilgihan
This study investigates the dual roles of emotion and cognition in shaping customer experiences within the hospitality sector, examining their distinct impacts on the formation of…
Abstract
Purpose
This study investigates the dual roles of emotion and cognition in shaping customer experiences within the hospitality sector, examining their distinct impacts on the formation of customer loyalty.
Design/methodology/approach
Employing a sequential exploratory mixed-method design, this research integrates qualitative interviews with eighteen hospitality managers and a quantitative survey involving 595 customers to develop and validate a new instrument measuring affective and cognitive experiential states for general hospitality consumers.
Findings
The study's results reveal that emotional experiences strongly correlate with affective loyalty, while cognitive experiences significantly influence cognitive loyalty. The study contributes to the existing literature by introducing a robust instrument that effectively captures the experiential dimensions, offering insights into customer loyalty formation.
Research limitations/implications
The reliance on retrospective self-reporting in the quantitative phase may introduce recall bias, potentially limiting the precision of the findings. Future research should seek to mitigate this by employing real-time data capture methods.
Practical implications
The newly developed measurement tool presents a practical solution for industry professionals aiming to enhance customer experience management by focusing on both affective and cognitive aspects, thus facilitating targeted strategies to cultivate customer loyalty. The implications for service design suggest that both emotional and cognitive elements must be considered to optimize customer experiences and drive loyalty.
Originality/value
This work advances the theoretical understanding of customer experience by distinguishing between its affective and cognitive dimensions and their respective contributions to loyalty. It offers a validated empirical tool, setting a foundation for future investigations.