Ronald Garland

Bio: Ronald Garland is an academic researcher. The author has contributed to research in topics: Market segmentation & Marketing effectiveness. The author has an hindex of 1, co-authored 1 publications receiving 13 citations.

Strategic marketing in times of recession versus growth: New Zealand manufacturers

Abstract: Purpose – On the basis of lessons gleaned from previous research into successful strategic marketing practices in times of both recession and growth, and in the face of an ongoing post-global financial crisis “hangover” characterised by unpredictable trading conditions both worldwide and in the Asia-Pacific region, the purpose of this paper is to provide insights and advice for marketing strategists within New Zealand’s manufacturing sector. Design/methodology/approach – The inquiry is based on two point-in-time mail surveys, one during recessionary conditions and the other during favourable economic conditions, with similar samples of 427 and 272 New Zealand manufacturers, respectively. Data analyses were conducted using SPSS and sought to compare and contrast successful strategic marketing decision making between the two time-points. Findings – The results confirm that, irrespective of prevailing economic circumstances, basic strategic marketing plays a pivotal role in facilitating the competitive success of New Zealand manufacturers. However, with the notable exception of three “evergreen” practices – targeting selected market segments, competing on the basis of value-to-the-customer, and finding new ways to do business – the results also suggest that different economic conditions otherwise necessitate quite different priorities for success at each stage of the strategic marketing decision-making process. Research limitations/implications – Due to relatively low-response rates, the extent to which the study samples are representative of the population under scrutiny remains unknown. Also, since an identical questionnaire was administered at two time-points ten years apart, differences in the respondents’ interpretation of certain questions and some of the marketing vocabulary and terminology used cannot be ruled out. Practical implications – The research highlights the important contribution that strategic marketing makes to the achievement of competitive success in New Zealand’s manufacturing sector. It also identifies some of the underlying “key drivers” that best predict successful strategic marketing decision making in times of recession compared with growth, thereby indicating a number of key lessons for marketing strategists. Originality/value – This study addresses a number of gaps in the empirical marketing literature. Although many previous studies have shown various strategic marketing activities to be critical to competitive success, few have examined it as a multi-step decision-making process and none have done so in the context of New Zealand manufacturing. Nor have previous studies sought to compare and contrast effective strategic marketing decision-making set against the background of contrasting economic circumstances.

What differentiates successful strategic marketing among manufacturers in an emerging vs developed market

Abstract: Purpose Emerging markets present strategists with a unique set of challenges that result from a business environment that is quite different from that which characterises developed markets. Yet, little is known about marketing’s contribution to successful strategic decision-making in emerging markets. Thus, this paper examines the usage of conventional strategic marketing practice, as it relates to developed markets, within groups of higher- and lower- performing manufacturers in the emerging market of India; comparing it against that of their counterparts in the developed market of the United States. Design/methodology/approach The study is based on separate web-hosted questionnaire surveys conducted in India and the United States, yielding samples of 71 and 84 self-reported manufacturing companies, respectively. Data analyses were conducted using independent sample t-tests and logistic multiple regression and sought to compare and contrast successful strategic marketing decision-making in each country. ...

Marketing Strategies to Enhance Profitability Among International Oil and Gas Service Companies

Abstract: Marketing Strategies to Enhance Profitability Among International Oil and Gas Service Companies by Hesameddin Zafari MS, Curtin University, 2006 BS, University of Tehran, 2002 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University August 2017 Abstract A significant drop in oil price in 2014 resulted in enormous pressure on marketing managers of international oilfield service companies to address new market expectations. In such competitive conditions, some marketing managers lack strategies to leverage profitability during downturns. The purpose of this multiple case study was to explore strategies that senior marketing managers of international oilfield service companies inA significant drop in oil price in 2014 resulted in enormous pressure on marketing managers of international oilfield service companies to address new market expectations. In such competitive conditions, some marketing managers lack strategies to leverage profitability during downturns. The purpose of this multiple case study was to explore strategies that senior marketing managers of international oilfield service companies in the Middle East successfully used to enhance sales performance, revenues, and profits during periods of declining oil prices. Theory of market segmentation, targeting, and positioning formed the conceptual framework for this study. Data were collected through semistructured interviews of 5 senior marketing managers of international oilfield service companies throughout the Middle East. Data analysis was composed of organizing data, becoming familiar with the data, putting data in nodes, giving proper codes, interpreting the data, and presenting the results, which led to 5 primary themes including customers, relationship, differentiation, services, and prices. To increase reliability and reduce bias, triangulation was achieved by combining, comparing, and contrasting companies’ annual reports and website contents with participants’ information. Identifying the right strategies that lead to higher profitability is crucial for international oilfield companies. Developing dynamic segmentation strategies, targeting new market players, differentiating via innovation, and promoting reliable relationships increase the likelihood of grasping new opportunities. This study’s implications for positive social change include having more sustainable and profitable firms contributing to prosperity of local communities, which leads to healthier economies and more stable societies. Marketing Strategies to Enhance Profitability Among International Oil and Gas Service Companies by Hesameddin Zafari MS, Curtin University, 2006 BS, University of Tehran, 2002 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University August 2017 Dedication I dedicate this doctoral study to my delightful and devoted parents for all the supports, encouragements, and inspirations they have made throughout my life to ignite my passion for succeeding. To my lovely wife, for all her patience, love, and unwavering endorsements and praises she has made during my doctoral study. To my beautiful sister, for her compassion and emotions she has dedicated to me. And, to my wonderful grandmother, for who she was and what she taught me. Although she passed away without seeing my doctoral graduation day, I am sure she is smiling down from heaven and is very proud of me. Acknowledgments Accomplishment of a challenging, rigorous, and stimulating doctoral study requires a great amount of support from families, friends, peers, and, of course, faculty. I would like to express my deepest gratitude to my committee chair, Dr. Cheryl McMahan, the most inspiring and the ultimate source of support and encouragement. She has made a beautiful footprint on my heart and been a scholarly example of professionalism and excellence. My gratitude expands to my second committee member, Dr. Mohamad Hammoud, for his careful attention to detail and erudite insights on my doctoral study. Also, I would like to thank my URR, Dr. Neil Mathur, for his thorough reviews and constructive comments. Special thanks to Dr. Freda Turner, the DBA program director, for her continuous support to DBA students. The final appreciation goes to my family, friends, and peers for their enthusiasm, support, comprehension, and love throughout this magnificent journey. God bless you all.

Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review

Abstract: Purpose: This study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What marketing mix strategies should companies undertake to shine in the post-pandemic world? Design/methodology/approach: As recession caused by the COVID-19 crisis is one of the main drivers of business environment and customer behaviour changes, the authors systematically reviewed articles on marketing mix strategies during recessions. Out of 1,128 documents extracted from the Scopus database, 41 English-written articles were selected and analysed. Findings: This study illustrates: (1) marketing budgets should not be cut during COVID-19 and (2) the marketing mix practices and strategies that firms should undertake during COVID-19 pandemic in terms of product, price, promotion, and place were explained. Originality/value: The findings of this study advance the understanding of marketing strategies and practices that should be adopted and put into practice to deal with the impacts of COVID-19 on the business environment and shine in the post-COVID-19 world. © 2021, Emerald Publishing Limited.

Measuring the effectiveness of technology-based marketing strategies from the consumer perspective

Abstract: Marketers are increasingly spoilt for choice as to which emerging technology to use for the purpose of enhancing their company’s competitive advantage. Accordingly, there is an inherent need to assess, relative to the task of accomplishing an organization’s marketing goals, the levels of consumer-perceived effectiveness germane to these options. Based on grounded theory, this study aims to develop an appropriate measurement instrument.,Research is based on a survey featuring a cross-section of 18 technology-based initiatives that are being routinely incorporated within many companies’ marketing strategies. A sample of 967 adult residents of the USA provided their perspective on the effectiveness of each initiative as a mainstream marketing tool.,A wide spectrum of opinions exists as to what constitutes an effective initiative. Three sub-dimensions of the consumer-perceived effectiveness construct were identified and validated as measurement scales for use in future research: involvement stealth and outreach.,The generalization of the findings may be limited because minority segments of the adult American population, specifically, African Americans and Asian Americans were somewhat under-represented in the sample. Likewise, younger and older segments were slightly under- and over-represented, respectively.,The study findings can be used to aid in the further development of an instrument designed to measure the strength and directionality of consumer-perceived marketing effectiveness. With the specter of an increasing array of technology-based strategic options going forward, using such an instrument will no doubt become a critically important success factor among business-to-customer (B2C) organizations.,Few studies to date have sought to understand consumer perspectives regarding the effectiveness of technology-based initiatives as marketing tools, and none have explored the relativities of such perceptions across an array of different initiatives or examined any latent sub-dimensions of the construct. This study addresses these deficiencies.