scispace - formally typeset
Search or ask a question
Author

Nigel F. Piercy

Bio: Nigel F. Piercy is an academic researcher from University of Warwick. The author has contributed to research in topics: Marketing management & Marketing research. The author has an hindex of 54, co-authored 166 publications receiving 9051 citations. Previous affiliations of Nigel F. Piercy include Texas Christian University & University of California, Berkeley.


Papers
More filters
Journal ArticleDOI
TL;DR: In this paper, the authors review the conceptual, methodological, and empirical aspects of managerial characteristics as influences on the export behavior of the firm and highlight the role of manager characteristics in the company's export behavior.
Abstract: Research on exporting frequently stresses the role of managerial characteristics as influences on the export behavior of the firm. This article reviews the conceptual, methodological, and empirical...

419 citations

Book
01 Mar 1998
TL;DR: Marketing Strategy and Competitive Positioning as mentioned in this paper deals with the process of developing and implementing a marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.
Abstract: Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy. The third edition focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.

413 citations

Journal ArticleDOI
TL;DR: In this paper, the authors developed and evaluated a model of export performance using a sample of regular exporters from a small European Union country, in their trading activities with overseas distributors, and identified several elements that are related directly to export performance.
Abstract: Drawing attention to certain important gaps in the exporting literature, develops and evaluates a model of export performance using a sample of regular exporters from a small European Union country, in their trading activities with overseas distributors. Integrates and views specific firm characteristics, export commitment and export‐related perception variables as potentially important factors in explaining firm performance in the export market context. Tests the model in a three‐step procedure employing multiple regression analysis and identifies several elements that are related directly to export performance. Discusses the implications of the study for both business practitioners and public policy makers and highlights future research directions.

412 citations

Book
11 Apr 1991
TL;DR: The fourth edition of the best seller, Market-Led Strategic Change, confronts the real issues companies face in going to market effectively and profitably, including: * corporate social responsibility * marketing under siege * dominant customers and much else besides.
Abstract: The fourth edition of the best seller, Market-Led Strategic Change, confronts the real issues companies face in going to market effectively and profitably, including: * corporate social responsibility * marketing under siege * dominant customers and much else besides.In his witty and direct style, Nigel Piercy takes into account state-of-the-art thinking, including nine new case studies providing invaluable lessons from global firms: * Tata * EMI and the music business * Cloud computing * IBM * BAA * Rover cars * Tesco in the USA * Mittal and global steel * One-Laptop-Per-Child. The book confronts the critical issues now faced in strategic marketing: * escalating customer demands driving the imperative for superior value * totally integrated marketing to deliver customer value * the diffusion of Internet-related issues throughout marketing* managing processes like planning and budgeting to achieve effective implementationAt once pragmatic, cutting-edge and thought-provoking, Market-Led Strategic Change is essential reading for all managers, students and lecturers seeking a definitive guide to the demands and challenges of strategic marketing in the 21st century.Tutor Resource pack available at www.textbooks.elsevier.com

286 citations

Journal ArticleDOI
TL;DR: In this paper, the authors examine the use of internal marketing in implementing strategy, and propose a set of practical tools for tackling implementation problems, which are illustrated in two company case examples.

284 citations


Cited by
More filters
Journal ArticleDOI
Abstract: Considerable progress has been made in identifying market-driven businesses, understanding what they do, and measuring the bottom-line consequences of their orientation to their markets. The next c...

6,313 citations

Journal Article
TL;DR: The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales, which identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies.
Abstract: MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

5,537 citations

Journal ArticleDOI
TL;DR: In this article, a multiple-item scale (E-S-QUAL) is proposed for measuring the service quality delivered by a service provider. But, the scale is based on the means-end framework.
Abstract: Using the means-end framework as a theoretical foundation, this article conceptualizes, constructs, refines, and tests a multiple-item scale (E-S-QUAL) for measuring the service quality delivered b...

3,410 citations

01 Jan 2009

3,235 citations

01 Jan 1997
TL;DR: In this paper, the authors examine the implications of electronic shopping for consumers, retailers, and manufacturers, assuming that near-term technological developments will offer consumers unparalleled opportunities to locate and compare product offerings.
Abstract: The authors examine the implications of electronic shopping for consumers, retailers, and manufacturers. They assume that near-term technological developments will offer consumers unparalleled opportunities to locate and compare product offerings. They examine these advantages as a function of typical consumer goals and the types of products and services being sought and offer conclusions regarding consumer incentives and disincentives to purchase through interactive home shopping vis-à-vis traditional retail formats. The authors discuss implications for industry structure as they pertain to competition among retailers, competition among manufacturers, and retailer-manufacturer relationships.

2,077 citations