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Edgar Centeno

Bio: Edgar Centeno is an academic researcher from Monterrey Institute of Technology and Higher Education. The author has contributed to research in topics: Brand management & Customer relationship management. The author has an hindex of 9, co-authored 21 publications receiving 385 citations.

Papers
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Journal ArticleDOI
TL;DR: In this article, the authors used an ethnographic approach to study 15 Mexican families from four urban regions of Mexico with different incomes and found that green behaviors seem to be ingrained in the traditional heritage of savings and frugality rather than based on strong environmental values.
Abstract: Purpose – The purpose of this research is to contribute to a better understanding of deeper motivations and inhibitors of green consumer behavior in the context of emerging economies. Based on the findings, it aims to provide implications for marketers and policy making.Design/methodology/approach – Based on an ethnographic approach, in‐depth interviews and observational data were used to study 15 Mexican families from four urban regions of Mexico with different incomes. Thematic analysis was used to develop and validate themes and codes.Findings – The findings highlight three dominant themes related to uncertainty in the adoption of environmentally‐friendly behaviors: consumer confusion, trust and credibility, and compatibility. Overall, green behaviors seem to be ingrained in the traditional heritage of savings and frugality rather than based on strong environmental values. It is suggested that the factors that drive consumers from positive attitudes and intentions to the actual adoption of green behavi...

149 citations

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TL;DR: In this paper, the authors examine how brands are built in small-to-medium-sized enterprises (SMEs) and develop a conceptual model of SME brand-building.
Abstract: The purpose of this article is to examine how brands are built in small-to-medium-sized enterprises (SMEs) and to develop a conceptual model of SME brand-building. The research design is based on an a priori conceptual framework that helped direct the fieldwork, data analysis and findings. A series of semi-structured interviews was conducted among 35 owner/managers from 30 firms. The results indicate that SME brands are built in a non-traditional manner and contrary to large firm brand building, with minimum brand planning and limited resources. SME brand-owner/managers and employees engage in brand exploration phases where they experiment in a spirit of trial and error based on risk-taking, commitment, creativity and willingness to learn. Based on these results, the article develops a model of the five phases of SME brand-building. The five-phase model represents an actionable framework for managers in an SME context. The model also presents scholars with a theoretical foundation upon which to construct further theory development.

75 citations

Journal ArticleDOI
TL;DR: In this article, a cluster analysis identifies five segments that differ not only on the intensity, but also the specific type of pro-environmental behavior, and suggests that marketing managers and policymakers should consider different combinations of ecological behaviors and include demographic and attitudinal variables, such as perceived consumer effectiveness and environmental and social values, rather than only focusing on high or low adoption levels of proenvironmental behaviors in general.
Abstract: Despite important environmental problems in the urban centers of many emerging economies, marketers and policymakers are currently not adequately equipped with the tools and information to identify important consumer segments in regard to their pro-environmental behaviors. This research presents the findings from an empirical study with 715 Mexican consumers. A cluster analysis identifies five segments that differ not only on the intensity, but also the specific type of pro-environmental behavior. The findings suggest that marketing managers and policymakers should consider different combinations of ecological behaviors and include demographic and attitudinal variables, such as perceived consumer effectiveness and environmental and social values, rather than only focusing on high or low adoption levels of pro-environmental behaviors in general.

50 citations

Journal ArticleDOI
TL;DR: In this paper, a conceptual model using a comprehensive management approach that includes market orientation (MO), knowledge management (KM), and perceived relationship investment (PRI) as perceived by customers, which, when available, enhance RQ in an online context.

34 citations

Journal ArticleDOI
TL;DR: In this article, the simultaneous effect of Market Orientation (MO) (rather than CO), Knowledge Management (KM), and other organisational factors in order to explain how to implement a successful CRM is analyzed.
Abstract: Organisations today need to create, maintain and reinforce relationships with customers. Customer Relationship Management (CRM) seems to have helped firms to better understand their relationships. However, past studies have looked at technology and customer orientations (COs) as key factors. This paper aims to analyse the simultaneous effect of Market Orientation (MO) (rather than CO), Knowledge Management (KM) and other organisational factors in order to explain how to implement a successful CRM. Findings suggest that MO and KM may influence CRM success. Data also suggest that particular organisational factors such as employees, leadership and specific know-how may be key factors in determining the success of CRM. For efficiency resource management, this paper recommends to focus not as much in technology, but on programmes for selection, training and motivation of employees which may enhance CRM objectives. Companies may also pursue a higher customer value by putting in place and reinforcing KM ...

34 citations


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20 Jan 2017
TL;DR: The Grounded Theory: A Practical Guide through Qualitative Analysis as mentioned in this paper, a practical guide through qualitative analysis through quantitative analysis, is a good starting point for such a study.
Abstract: การวจยเชงคณภาพ เปนเครองมอสำคญอยางหนงสำหรบทำความเขาใจสงคมและพฤตกรรมมนษย การวจยแบบการสรางทฤษฎจากขอมล กเปนหนงในหลายระเบยบวธการวจยเชงคณภาพทกำลงไดรบความสนใจ และเปนทนยมเพมสงขนเรอยๆ จากนกวชาการ และนกวจยในสาขาสงคมศาสตร และศาสตรอนๆ เชน พฤตกรรมศาสตร สงคมวทยา สาธารณสขศาสตร พยาบาลศาสตร จตวทยาสงคม ศกษาศาสตร รฐศาสตร และสารสนเทศศกษา ดงนน หนงสอเรอง “ConstructingGrounded Theory: A Practical Guide through Qualitative Analysis” หรอ “การสรางทฤษฎจากขอมล:แนวทางการปฏบตผานการวเคราะหเชงคณภาพ” จะชวยใหผอานมความรความเขาใจถงพฒนาการของปฏบตการวจยแบบสรางทฤษฎจากขอมล ตลอดจนแนวทาง และกระบวนการปฏบตการวจยอยางเปนระบบ จงเปนหนงสอทควรคาแกการอานโดยเฉพาะนกวจยรนใหม เพอเปนแนวทางในการนำความรความเขาใจไประยกตในงานวจยของตน อกทงนกวจยผเชยวชาญสามารถอานเพอขยายมโนทศนดานวจยใหกวางขวางขน

4,417 citations

Journal ArticleDOI
TL;DR: Doing qualitative research: a practical handbook, by David Silverman, Los Angeles, Sage, 2010, 456 pp., AU$65.00, ISBN 978-1-84860-033-1, ISBN 1-94960-034-8 as mentioned in this paper.
Abstract: Doing qualitative research: a practical handbook, by David Silverman, Los Angeles, Sage, 2010, 456 pp., AU$65.00, ISBN 978-1-84860-033-1, ISBN 978-1-94960-034-8. Available in Australia and New Zeal...

2,295 citations

Journal Article
TL;DR: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing, and it is a new idea as discussed by the authors, it puts more emphasis on the long-term and satisfying relation between enterprises and customers.
Abstract: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.

1,172 citations

Journal ArticleDOI
TL;DR: A review of the academic literature from marketing and behavioral science that exa... as mentioned in this paper highlights the important role of marketing in encouraging sustainable consumption, and presents a review of marketing and behavioural science literature that support sustainable consumption.
Abstract: Highlighting the important role of marketing in encouraging sustainable consumption, the current research presents a review of the academic literature from marketing and behavioral science that exa...

650 citations

Journal Article
TL;DR: The essence of green marketing is to respond actively to man's increasing concern for ecological environment and make choices and decisions in marketing by adhering to the environmental protection principle and the (ecological) principle and building up green technology,green market and green industry.
Abstract: Green marketing stems from the degrading of ecological environment and consumer's increasing sense of(environmental) protection.The essence of green marketing is to response actively to man's increasing concern for ecological(environment) and make choices and decisions in marketing by adhering to the environmental protection principle and the(ecological) principle and building up green technology,green market and green industry.Therefore,green marketing has profound ethical connotation.However,green marketing in present Chinese enterprises is actually in conflict with the logics of enterprise behavior.

342 citations