Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators

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Evolving to a New Dominant Logic for Marketing

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...

/pdf/conceptualizing-measuring-and-managing-customer-based-brand-4rg8x5nwfa.pdf

Conceptualizing, measuring, and managing customer-based brand equity

Offered here is a conceptual model that comprehensively describes essential aspects of corporate social performance. The three aspects of the model address major questions of concern to academics and managers alike: (1) What is included in corporate social responsibility? (2) What are the social issues the organization must address? and (3) What is the organization's philosophy or mode of social responsiveness?

A Three-Dimensional Conceptual Model of Corporate Performance

Most theorizing on the relationship between corporate social/environmental performance (CSP) and corporate financial performance (CFP) assumes that the current evidence is too fractured or too variable to draw any generalizable conclusions. With this integrative, quantitative study, we intend to show that the mainstream claim that we have little generalizable knowledge about CSP and CFP is built on shaky grounds. Providing a methodologically more rigorous review than previous efforts, we conduct a meta-analysis of 52 studies (which represent the population of prior quantitative inquiry) yielding a total sample size of 33,878 observations. The meta-analytic findings suggest that corporate virtue in the form of social responsibility and, to a lesser extent, environmental responsibility is likely to pay off, although the operationalizations of CSP and CFP also moderate the positive association. For example, CSP appears to be more highly correlated with accounting-based measures of CFP than with market-based ...

/pdf/corporate-social-and-financial-performance-a-meta-analysis-21bp3gts9c.pdf

Corporate Social and Financial Performance: A Meta-Analysis

Companies are increasingly asked to provide innovative solutions to deep-seated problems of human misery, even as economic theory instructs managers to focus on maximizing their shareholders' wealt

Misery Loves Companies: Rethinking Social Initiatives by Business:

Despite the pervasive use of the terms “market segmentation” and “product differentiation,” there has been and continues to be considerable misunderstanding about their meaning and use. The authors...

Market Segmentation, Product Differentiation, and Marketing Strategy:

Current marketing methodologies used to study consumers are inadequate for identifying and understanding respondents whose preferences for a product offering are most extreme. These “extreme respon...

Using Extremes to Design Products and Segment Markets

Demand heterogeneity traditionally has been defined as segments of consumers that are homogeneous with regard to the benefits they seek or in their response to marketing programs (e.g., product off...

On the Heterogeneity of Demand

The policies and practices of corporations are shaped by their top management groups. The attitudes and values of these executives influence significantly whether or not those policies and practices are responsive to the expectations of the broader society. This article demonstrates not only a relationship between management values and corporate social responsiveness, but also that companies with strong social responsiveness generally enjoy better financial performance than their less responsive industry counterparts.

Corporate Social Responsiveness: Management Attitudes and Economic Performance

The authors use conjoint analysis to provide interval-level estimates of part-worths allowing tradeoffs among attribute levels to be examined. Researchers often possess prior information about the ...

James L. Ginter

Papers

Market Segmentation, Product Differentiation, and Marketing Strategy:

Using Extremes to Design Products and Segment Markets

On the Heterogeneity of Demand

Corporate Social Responsiveness: Management Attitudes and Economic Performance

Incorporating Prior Knowledge into the Analysis of Conjoint Studies