行銷硏究 : Marketing research

Confronted with increasing pressures to limit government spending on social welfare, more and more public policy makers welcome the growing social involvement of corporations. Yet, inasmuch as corporate citizenship may be desirable for society as a whole, it is unlikely to be embraced by a large number of organizations unless it is associated with concrete business benefits. This paper presents past findings and proposes future research directions useful for understanding the potential value of corporate citizenship as a marketing tool. Specifically, after examining the nature of corporate citizenship, the paper discusses its potential impact, first on consumers, then on employees. Two conceptual frameworks are introduced to guide research on the value of corporate citizenship in terms of external and internal marketing respectively.

Corporate citizenship as a marketing instrument: concepts, evidence and research directions

Internet Banking──崭露头角的网际银行服务

RAE • v. 41 • n. 3 • Jul./Set. 2001 stima-se que, atualmente, as companhias norteamericanas despendam cerca de 2 bilhões de dólares por ano em pesquisa e desenvolvimento de marketing dirigido para determinados segmentos étnicos e raciais, com o objetivo de conquistar ou manter a lealdade dos chamados grupos “minoritários” a determinadas marcas e produtos. Esses grupos, por sua vez, apresentam um poder de compra estimado em cerca de 1 trilhão de dólares anuais. Embora classificados como minoritários, esses segmentos são formados por 35 milhões de negros, 30 milhões de hispânicos e 10 milhões de asiáticos que, segundo projeções, juntos, representarão um terço da população norte-americana em 2010. Marketing direcionado para raça e etnicidade, fenômeno recente no mundo dos negócios norte-americanos, é o tema analisado no livro de Marilyn Halter, Shopping for identity. Halter tem várias publicações na área de cultura e economia, assim como de migrações internacionais. O livro resultou de uma pesquisa desenvolvida no Institute for the Study of Economic Culture da Boston University, um centro de estudos voltado para a análise das conexões entre comportamento cultural e econômico. Nesse livro, a autora aborda, mais especificamente, as relações entre identidade étnica e consumo. Em tempos pós-modernos, diz ela, a maioria das pessoas constrói sua própria identidade mediante a aquisição de mercadorias: “com o crescimento do individualismo, e a evolução do consumo de massa, objetos se tornam uma exSHOPPING FOR IDENTITY: the marketing of ethnicity

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Shopping for identity: the marketing of ethnicity

An assessment of probabilistic disaster in the oil and gas supply chain leveraging Bayesian belief network

Purpose – The purpose of this paper is to explore the importance that successful entrepreneurs in Mauritius attach to marketing in operating their business and how marketing is actually practised or is prevalent in their enterprises.Design/methodology/approach – This paper forms part of a broader study undertaken by the authors. The survey instrument is a personally administered semi‐structured questionnaire. A sample of 30 successful entrepreneurs for this paper is drawn judgmentally from the broader study.Findings – The results indicate that entrepreneurs surveyed use marketing to a large extent although some apply it unknowingly. Respondents tend to emphasize product development rather than improving product offering based on customer needs and wants. The results also reveal that some of the entrepreneurs practice marketing in mostly unconventional ways although there is evidence of convergence with traditional marketing in many respects. On the whole, the results of this survey indicate that entrepren...

Entrepreneurship and marketing: an exploratory study in Mauritius

Not much has been researched in logistics outsourcing in the emerging countries, particularly in the oil and gas industry. This article investigates the feasibility of logistics outsourcing by the international oil and gas companies in the emerging business environment of Nigeria. An exploratory, multicase, qualitative approach was applied, involving 40 interviewees in three international oil companies and three of their logistics service providers. Findings reveal that vendors’ capabilities, host community issues, joint venture influence, and employees’ reactions challenge international oil companies’ logistics outsourcing implementation while relationship management, contract management, and change management skills enable them handle these challenges. The results also show that surveyed organizations implement logistics outsourcing piecemeal and need to scale up their current capabilities to effectively integrate logistics outsourcing. The research confirms logistics outsourcing is achievable in Nigeri...

https://journals.sagepub.com/doi/pdf/10.1177/2158244017735566

Third Party Logistics Outsourcing: An Exploratory Study of the Oil and Gas Industry in Nigeria:

Higher Education Institutions (HEIs) operate in an environment that combine characteristics from both business and non-profit sectors and have to possess and operate a bundle of skills and resources to implement strategies adapted to educational market conditions. How does an HEI ensure that its curriculum keeps pace with these changes? The purpose of this paper is to examine the weaknesses of the current undergraduate marketing curriculum offered by the HEI and propose a curriculum that reflects the requirements of today's market which is also in line with the global marketing curricula. A list of criteria was drawn for the evaluation of the BSc (Hons) undergraduate marketing curriculum. Perspectives from three cohorts of marketing students, employers, lecturers and experts in the field were gathered over a period of 3 weeks. Students expressed concerns about the number of non - marketing modules which formed part of the curriculum. Lack of resources and classrooms with 120 students for common modules were found to be not conducive for their learning. There was a lack of space for computer labs and access to internet was limited and very slow for their research assignments. The stakeholders evaluation in relation to course content, relevance, lecturers' characteristics and attitude, assignments, resources/facilities provided to the marketing students, employment prospects, leadership issues the powerful role of higher education in economic development are discussed. This revamped curriculum has attempted to balance the critical requirements of the curriculum from three angles: Firstly, with increased globalisation, this modern curriculum is in line with evolution in marketing and is expected to adequately prepare the students as practitioners in a global environment. Secondly, the aspirations of students have been taken into account so as to make the curriculum more relevant to their needs, and finally the requirements from the industry in terms of knowledge, skills and competences have been incorporated so that the students are better prepared to face the world of work once they have graduated. Although great care has been taken to ensure that the curriculum is modernised in line with the needs of employers and employees, marketing being such a dynamic area, it is difficult to predict for how long this revamped curriculum will remain relevant and when this should ideally be revamped again, an exercise which is currently undertaken every 4-6 years.

How Relevant is the Marketing Curriculum to Today's Market: A Case Study from an HEI in Mauritius

This study investigates the national cultural factors that influence marketing strategies implemented by international firms in thirteen African countries. This is an exploratory study based on interviews and questionnaires involving fifty marketing managers for data collection. Data was analyzed using a combination of content analysis with coding techniques. The findings demonstrate that the national cultural factors studied influence the marketing strategies at different levels. Sales promotions are impacted by six factors while new product introduction is mainly influenced by power distance and uncertainty avoidance. Language is from far the most influencing cultural factor on communication and advertising strategies. The findings indicate that it is possible for managers to design and implement better business strategies when entering the African market. This research extends the knowledge of African culture and its impact on consumer behavior, which is an important variable in marketing.

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The Influence of National Culture on Marketing Strategies in Africa

The present paper reports on key findings from a study of the Mauritian banking sector of the influence of internet banking. It also explores the expectations of users of internet banking services offered by local banks in Mauritius and issues influencing the adoption of internet banking. Two semi-structured in-depth interviews were held with two top executives, and a survey-questionnaire using a representative sample of 300 participants from round the island. This exercise was carried out on Saturday mornings over a period of 7 weeks. Saturday mornings were chosen as it is the day of high utilization of ATMs in all urban and rural areas, and when most offices are closed in Mauritius. Of all the questionnaires, collected, 240 were usable and were compiled and grouped in categories. The key findings were: confidentiality and security when transacting online, convenience and accessibility for doing banking on a round – the – clock, ease of navigation of banks’ website to complete the transactions, factors that constitute barriers to its adoption, the high cost of internet communications and computer equipment, the accessibility and downtime of the internet which act as hurdles for Internet Banking acceptance and limitations of the study is discussed.

Mridula Gungaphul

Papers

Entrepreneurship and marketing: an exploratory study in Mauritius

Third Party Logistics Outsourcing: An Exploratory Study of the Oil and Gas Industry in Nigeria:

How Relevant is the Marketing Curriculum to Today's Market: A Case Study from an HEI in Mauritius

The Influence of National Culture on Marketing Strategies in Africa

Consumer buyer behaviour: the role of Internet banking in Mauritius