Roger Brooksbank

Bio: Roger Brooksbank is an academic researcher from University of Waikato. The author has contributed to research in topics: Marketing management & Return on marketing investment. The author has an hindex of 13, co-authored 39 publications receiving 699 citations. Previous affiliations of Roger Brooksbank include Durham University.

The Anatomy of Marketing Positioning Strategy

Abstract: Describes the theory and practice of marketing positioning strategy. Reviews the basic decision components or “anatomy” of marketing positioning strategy formulation from a theoretical‐prescriptive perspective, and highlights those factors considered to be critical to success. Explains how a small UK‐based computer company put these principles successfully into action.

Marketing and company performance: An examination of medium sized manufacturing firms in Britain

Abstract: In recent years several studies have pointed to the importance of marketing to company performance and considerable emphasis has been placed, in Britain, on improving the marketing performance of small and mediumsized enterprises. Based on a mail survey of 231 medium sized manufacturing firms in the U.K., and in-depth inteviews with the Chief Marketing Executive of a sub-sample of 20 firms, the study confirms that the most successful companies are those which are marketing orientated. Nevertheless, several traditional tenets of marketing are questioned by the findings and it would seem that the traditional marketing model, as developed for large companies, is neither entirely necessary nor applicable for the smaller firm.

Defining the small business: a new classification of company size

Abstract: This paper examines the problems of defining company size from the small business researcher' point of view It is suggested that previous approaches may be categorized as being either fundamentally quantitative or qualitative in nature, with each approach having its attendant advantages and disadvantages Working on the premise that the optimal approach would be to combine both approaches, a new system for classifying company size is developed

Successful Marketing Practice: A Literature Review and Checklist for Marketing Practitioners

Abstract: Effective marketing is considered widely to be of critical, if not overwhelming importance to the achievement of competitive success. Organised around six key stages of the marketing process, a summarised review is therefore presented of the empirical research into successful marketing practice. Specifically, the aim is to provide the marketing practitioner with a “checklist” of all those marketing practices which have been found to be commonly associated with high‐performing companies, regardless of their type of business, size, or other strategic circumstances.

Marketing as a Determinant of Long-Run Competitive Success in Medium-Sized U.K. Manufacturing Firms

Abstract: Over the last decade or so, many studies have highlighted the important role that marketing plays in contributing to a firm's competitive success. Thus, this article aims to examine the contribution of marketing to the competitive success of forty two British medium-sized manufacturing firms at two time points, 1987/88 and 1997/98, in order to determine any success factors that are durable over time. The investigation is based on mail surveys and in-depth interviews undertaken within the same set of firms at both dates. The findings identify eight specific marketing practices that might well be described as key determinants of success. However, they also draw into question several of the traditional tenets of successful marketing.

Consumer perceptions of product packaging

Abstract: Purpose – This paper seeks to discuss the need to understand consumer perceptions in order to correctly design product packing and to achieve the desired position in the minds of consumers.Design/methodology/approach – Data collection was divided into two phases. The first, (based on designers' opinions), to determine the key graphic variables in the design of packaging. The second, (based on consumers' opinions), to associate each packaging with a positioning strategy. The seven product‐positioning strategies selected were represented from the consumers' standpoint using multidimensional scaling. Four maps were obtained related to: alternative packaging colours; alternative packaging typography; alternative packaging graphical forms; alternative packaging imagesFindings – Each positioning strategy appears associated with particular packaging dimensions.Research limitations/implications – Consumers have exhibited harmonious perceptions towards products‐packaging strategies, so one can conclude that a gene...

Linking market orientation and company performance: preliminary evidence on Kohli and Jaworski's framework

Abstract: Marketing continues to provide a focus for empirical research; not only to define its nature and scope, but also its impact on an organization's performance. While there is little precise agreement regarding the definition and manifestation of marketing, the consensus view is that marketing emphasizes customer's needs and their satisfaction. In a recent article, Kohli and Jaworski (1990) operationalize the marketing concept and put forward certain propositions that link elements of a market orientation, contextual factors and business performance. This paper examines a number of these propositions empirically, concluding that the market orientation — business performance relationship is situation-specific subject to various moderating influences.

Creating good public policy to support high-growth firms

Abstract: Writing in Small Business Economics Scott Shane argues that policy-makers should stop subsidising start-ups and instead focus on supporting the small subset of new businesses with high growth potential. However, both Shane and other scholars who have made the same argument only offer broad-brush proposals to achieve this objective. The aim of this article, in contrast, is to engage in a detailed discussion of how to create appropriate policies for high-growth firms (HGFs). Drawing on research in Scotland, we argue that policy-makers are looking for HGFs in the wrong places. The heterogeneous nature of HGFs in terms of sector, age, size and origins makes in impractical to target support on particular sectors, technologies or types of firms (e.g., new or R&D intensive). The article proposes a reorientation of HGFs, both in terms of appropriate targeting and forms of support. Public policy also needs to focus on the retention of HGFs which are acquired by non-local businesses. Finally, policy-makers need to properly reflect upon the specificities of their entrepreneurial environment when devising appropriate policy interventions.

The role of marketing

Abstract: Research concerning the impact of marketing in the development of small enterprise research is extremely limited. Explores the role of marketing in the development of small enterprise research through the examination of 42 marketing‐related studies of small firm settings. Defines small enterprise research (SER) as all main articles published during the 1986‐1992 period in the Journal of Small Business Management; International Small Business Journal; Entrepreneurship: Theory and Practice; Journal of Business Venturing; Small Business Economics; and Asia Pacific International Management Forum. The three major research thrusts that are identified from this literature are: marketing as a culture; marketing as a strategy; and marketing as tactics. Discusses key issues and findings associated with each thrust.

International Activities in Small Firms: Examining Factors Influencing the Internationalization and Export Growth of Small Firms

Abstract: In this paper we explore internationalization and export growth over time in a sample of 135 small manufacturing firms. By using concepts and arguments from literature on international business and ...