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Article
Publication date: 1 September 2005

Zannie Giraud Voss, Glenn B. Voss and Christine Moorman

This paper seeks to integrate stakeholder theory with the entrepreneurial orientation literature to explore relationships between distinct entrepreneurial behaviors and support…

3563

Abstract

Purpose

This paper seeks to integrate stakeholder theory with the entrepreneurial orientation literature to explore relationships between distinct entrepreneurial behaviors and support from stakeholders with divergent interests.

Design/methodology/approach

A longitudinal study in the non‐profit professional theatre industry examines how relationships between entrepreneurial orientation and stakeholder support evolve over time. A series of regression analyses examine how support from diverse stakeholders influences entrepreneurial behaviors and, subsequently, how those entrepreneurial behaviors influence future stakeholder support.

Findings

The findings support a multi‐dimensional conceptualization of entrepreneurial orientation, point to tensions inherent in satisfying multiple stakeholder demands, and illustrate that different stakeholders support entrepreneurial behaviors in unique and sometimes unexpected ways. The findings offer insight into the complex balancing act that entrepreneurial managers must execute to generate support from distinct stakeholder markets.

Originality/value

This research provides researchers and managers with unique insights into the evolutionary nature of the relationships between distinct entrepreneurial behaviors and external stakeholder support.

Details

European Journal of Marketing, vol. 39 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 August 1997

Glenn B. Voss and Zannie Giraud Voss

Proposes that successful implementation of a relationship marketing program requires a complement of strategies that satisfies and motivates customers through different phases of…

4872

Abstract

Proposes that successful implementation of a relationship marketing program requires a complement of strategies that satisfies and motivates customers through different phases of relationship development. To accomplish this, firms simultaneously implement transactional marketing strategies and relational marketing strategies. Offers a case study of a non‐profit professional theater to demonstrate how a firm can implement multiple marketing strategies to achieve different relational objectives, and extends these findings to offer recommendations and managerial implications.

Details

Journal of Services Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 18 July 2008

Alain d'Astous, Zannie Giraud Voss, François Colbert, Antonella Carù, Marylouise Caldwell and François Courvoisier

The country‐of‐origin literature has focused mainly on tangible products and has neglected largely intangible services and products such as the arts. The objective of this study…

2886

Abstract

Purpose

The country‐of‐origin literature has focused mainly on tangible products and has neglected largely intangible services and products such as the arts. The objective of this study is to examine the impact that country of origin may have on consumer perceptions of artistic and cultural products and to explore the variables that explain how consumers form their perceptions of countries as producers of cultural products.

Design/methodology/approach

A survey was conducted among adult consumers in Australia, Canada, Italy, Switzerland, and the USA that assessed participants' perceptions of 16 countries with respect to their reputation for nine cultural products.

Findings

The results indicate that product‐country images in the arts are affected by country and product familiarity as well as consumers' openness to foreign cultures and home country bias. Countries more proximate to the participants' home country were also better evaluated, especially when the proximity factor played a significant role in the consumption of cultural products.

Research limitations/implications

While almost all of the hypotheses were supported, additional research is needed to examine the cultural products of non‐Western and emerging markets as well as product‐country perceptions in these markets.

Originality/value

This study extends our understanding of country‐of‐origin effects in the context of aesthetic, intangible, and complex products that elicit both cognitive and affective responses. It demonstrates that familiarity with a country of origin has a stronger association with positive perceptions of product‐country reputation than does product familiarity, and that openness to foreign cultures, home country bias, and proximity have a positive effect on product‐country evaluations.

Details

International Marketing Review, vol. 25 no. 4
Type: Research Article
ISSN: 0265-1335

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