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Article
Publication date: 1 July 1980

Tyzoon T. Tyebjee and Albert V. Bruno

A phenomenon which characterised the late 1970s was the proclivity of technology oriented companies to enter consumer markets. For example, in the past five years the traditional…

117

Abstract

A phenomenon which characterised the late 1970s was the proclivity of technology oriented companies to enter consumer markets. For example, in the past five years the traditional boundaries between industrial and consumer markets have been diffused, as many electronic component manufacturers attempted to extend their technical and manufacturing strengths to design and market electronic consumer durables such as watches, calculators and video games. Oak Industries, the housing and appliance switches and control manufacturer, made a strong commitment to enter the pay‐TV market, the potentially lucrative business of selling television viewers a special package of programmes beamed over the air rather than transmitted through a cable.

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Management Decision, vol. 18 no. 7
Type: Research Article
ISSN: 0025-1747

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Publication date: 1 March 1993

Tyzoon Tyebjee

Observes that most research surrounding the internationalperformance of companies has revolved around their export intensity.Takes the view that, although exports are certainly an…

548

Abstract

Observes that most research surrounding the international performance of companies has revolved around their export intensity. Takes the view that, although exports are certainly an important component of globalization, this concept ignores a significant proportion of a company′s global value‐chain. Presents case studies to map the globalization of two high‐tech companies. Posits the expectation that, in companies which perform superlatively in terms of their global revenue base, value‐adding activities will be dispersed on a world‐wide basis early in the companies′ evolution, their technology and product life cycles will show very little lead‐time lag across major markets, and product development strategies will be driven by global market requirements.

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Journal of Business & Industrial Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 0885-8624

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Publication date: 1 March 2001

Shwu‐Ing Wu

States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level…

7752

Abstract

States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level of consumer involvement; however, consumers are rarely segmented. Points out that different involvement clusters have different responses to advertising effectiveness for the same product. Presents a case study segmenting a market using the consumer involvement degree, exploring the characteristics in order to determine the relationship between advertising effectiveness and the level of consumer involvement. Shows results suggesting that a high degree of consumer involvement directed a high advertising effect and is therefore an important indication for advertising strategy.

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Asia Pacific Journal of Marketing and Logistics, vol. 13 no. 1
Type: Research Article
ISSN: 1355-5855

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Publication date: 1 December 2002

Shwu‐Ing Wu

This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and consequences of…

24680

Abstract

This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and consequences of consumer behavior. The research first determined the factors that influence the degree of Internet marketing involvement then established the different involvement degree clusters by measured involvement. Finally, the relationship among influence factors, Internet marketing involvement degree, and consequences of consumer behavior was analyzed. Based on the research findings, this paper discusses the possible Internet marketing strategies for a variety involvement degree clusters.

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Asia Pacific Journal of Marketing and Logistics, vol. 14 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 December 2004

Paurav Shukla

The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour in several product categories while looking at the product…

6405

Abstract

The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour in several product categories while looking at the product involvement level in the Indian marketplace. A fair amount of work has been done in the area of customer satisfaction and loyalty and many customer satisfaction indexes are available in the market using different variables and characteristics. The study attempts to understand the brand switching behaviour of the customers and its relation not with just satisfaction derived out of the product but also connects to the usage pattern of the customers and product involvement. Five categories (vehicles, television, soap, hair oil, and ice cream), involving varying levels of involvement were chosen. Cluster analysis was used to understand the grouping of the characteristics across the categories and their effect on brand switching behaviour in correlation with satisfaction and involvement level. It was observed that product usage and related level of satisfaction fail to explain the brand switching behaviour. Product involvement was found to have moderate impact on readiness to switch. The study emphasises that marketers will have to keep a constant eye to understand the usage pattern associated with their products and the satisfaction derived out of it and also at how customers involve themselves with the product to lessen the brand switching behaviour among their customers.

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Asia Pacific Journal of Marketing and Logistics, vol. 16 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 February 1984

Mark B. Traylor

Although some researchers have assumed a positive relationship between consumers' involvement in products and their commitment to brands, there are times when just the opposite…

771

Abstract

Although some researchers have assumed a positive relationship between consumers' involvement in products and their commitment to brands, there are times when just the opposite occurs. In some instances, involvement with a product can be high while commitment to brands is low, or product involvement can be low when commitment to a brand is high.

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Journal of Consumer Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 August 2008

Amama Shabbir

1248

Abstract

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International Journal of Entrepreneurial Behavior & Research, vol. 14 no. 5
Type: Research Article
ISSN: 1355-2554

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Article
Publication date: 1 March 1986

Peter H. Bloch

Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion leadership…

2887

Abstract

Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion leadership, and innovativeness. For marketers to best serve these consumers, many commonly used marketing strategies must be altered or adapted. In this article, marketing mix elements serve as a framework to discuss strategic issues relevant to this category of consumer.

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Journal of Consumer Marketing, vol. 3 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 March 1987

C. Whan Park, Henry Assael and Seoil Chaiy

A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice criteria…

320

Abstract

A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice criteria than does low level of product involvement. Inferring the level of product involvement from these behavioral or evaluative characteristics is, however, potentially misleading. Two factors are identified as mediating the relationship between the high level of involvement and these characteristics: (1) product trial, and (2) the consumer learning stage. The results of the present study support this view. Even for high involving products, considerable variations exist in these characteristics, depending on product trialability and consumer learning stage. Several strategic marketing implications stemming from these results are offered.

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Journal of Consumer Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 May 1983

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of…

16786

Abstract

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

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Management Decision, vol. 21 no. 5
Type: Research Article
ISSN: 0025-1747

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