Showing papers in "European Journal of Marketing in 1997"

Relations between organizational culture, identity and image

Abstract: Addresses the relationship between organizational culture, identity and image. Argues that contemporary organizations need to define their corporate identity as a bridge between the external position of the organization in its marketplace and other relevant environments, and internal meanings formed within the organizational culture. Offers an analytical framework using the concepts of organizational culture, identity and image and suggests implications, including the need for symbolic management in and of the organization and the need to combine knowledge from the disciplines of marketing and organization studies.

Corporate identity: the concept, its measurement and management

Abstract: Articulates the main trends in the literature on corporate identity; defines corporate identity; explains the rationale for corporate identity management and describes the main methods used to reveal the desired and the actual corporate identity. Particular reference will be made to two recently developed models used to reveal an organization's identity: Balmer's Affinity Audit (BAA) and The Rotterdam Organizational Identification Test (ROIT). Concludes that while empirical research on the area will increasingly be multidisciplinary marketing will, nonetheless, play a pivotal role in an understanding of corporate identity.

Community and consumption

Abstract: Encapsulates the debate on the topics of confusion in consumption and the return of community. Starting with an ethnosociological analysis structuring the passage from modernity to postmodernity around the metamorphosis of the social link, aims at clarifying and explaining the different levels of the postmodern confusion in consumption. Modernity entered history as a progressive force promising to liberate humankind from everyday obligations and traditional bonds. As a consequence, modern consumption emphasized essentially the utilitarian value (“use value”) of products and services. Postmodernity, on the contrary, can be said to crown not the triumph of individualism, but the beginning of its end with the emergence of a reverse movement of a desperate search for community. With the neo‐tribalism distinguishing postmodernity, everyday life seems to mark out the importance of a forgotten element: the social link. Consequently, postmodern consumption appears to emphasize the “linking value” of products and services. Concludes with an exploration of the implications of postmodernity for rethinking marketing with the integration of the linking value concept.

Linking student satisfaction and service quality perceptions: the case of university education

Abstract: Suggests that, despite hundreds of publications on consumer satisfaction and service quality, little work has been done to clarify the conceptual basis of these constructs; theorists in the area of service quality argue that the popular press does not differentiate between these two constructs. Clarifies the relationship between consumer satisfaction and perceived service quality using a scenario specific to higher education. Also suggests a model of perceived service quality that could be used in higher education institutions. Discusses conceptual and managerial implications of the findings.

Towards a framework for managing corporate identity

Abstract: Notes how the value of developing corporate identity (CI), as a means of encouraging an organization's key stakeholders to perceive the corporate entity in a clear and positive way, has been receiving increased attention in the last decade. To date much of the practitioner and academic attention has been focused on the communication function between an organization and its customers (primarily). In order that managers and academics are able to realize more of the potential that CI offers organizations, it is necessary to consider the role and impact CI can have on strategic management. Reviews the literature and considers the concepts of corporate identity, image, reputation and personality. Determines the linkages between these concepts and argues that image research studies should not just be oriented to improving images and communications but that this information can also have a central role to play in the strategic development of an organization. To do this presents a framework, referred to as a corporate identity management process (CIMP). Provides an illustration which shows how an understanding of stakeholder images can be used, via the CIMP, to reveal opportunities for developing sustainable competitve advantage.

From segmentation to fragmentation

Abstract: Attempts to contribute to the growing literature on postmodernism and marketing by addressing the changes in the market and the corresponding changes that have to take place in marketing strategies. Assesses the implications of postmodernism for marketing managers and other marketing practitioners, and proposes the marketing strategies that are needed to respond to the changes in the market with the growing influence of postmodernity. Discusses directions for future research.

Existential consumption and irrational desire

Abstract: In postmodernity, consumption is a prime site for the negotiation of conflicting themes of freedom and control. Explores the consumption of symbolic meaning through five consumption dialectics: the material versus the symbolic, the social versus the self, desire versus satisfaction, rationality versus irrationality, and creativity versus constraint. Argues that consumers are engaged in authentic choices in the construction and communication of self and social meanings, and that these consumption choices can be conceptualized as the exercise of existential freedom, even if constrained by inequalities in the economic system and by ideological hegemony.

Visual identity: trappings or substance?

Abstract: Describes the initiation and development of a corporate identity/visual identity programme, using a major UK university as a case study. Concludes that assessing a visual identity can be useful in identifying organizational weaknesses. However, whereas a weak visual identity may be a symptom of corporate malaise, a new visual identity, although powerful, should be used as part of an integrated approach when repositioning an organization.

Process‐oriented measurement of service quality: Applying the sequential incident technique

Abstract: Presents the current state of the methodological discussion on the measurement of perceived service quality. Describes two approaches ‐ attribute‐based methods and the sequential incident technique (SIT). Outlines the concept and basic assumptions of SIT describes an empirical SIT study applied to measure the quality of perception of guests in club resort. Suggests that the SIT is a valuable complement to the traditional mix of quality measurement methods. Discusses a number of limitations of this method and sets out some managerial implications.

Market orientation in the top 200 British charity organizations and its impact on their performance

Abstract: Examines the degree to which leading UK charities have adopted the marketing concept in the last five years and how this has affected their performance. Based on Kohli and Jaworski’s (1990) work, an adaptation of the MARKOR scale was used to measure charities’ orientation towards their markets for funds and volunteers (donors). A mail questionnaire was sent to the top 200 UK charity organizations and a response rate of 29 per cent was achieved. Although charities’ orientation towards their donor market is still relatively low, it has significantly increased in the last five years. No differences in the levels of donor market orientation among different type of charities were observed. Donor market orientation was negatively related to the organizational size and the number of departments. A lag effect between donor market orientation and performance was detected. Discusses limitations and recommendations for future research.

Deriving an operational measure of corporate identity

Abstract: Highlights the role corporate identity plays in corporate communication. Based on the work of Albert and Whetten derives three criteria to guide management decisions on corporate identity: centrality to the organization, specificity to the organization and continuity over time. These criteria can serve as guidelines when empirical measurement of an organization's existing identity is conducted. Illustrates the criteria with an example of empirical identity measurement using means‐end analysis. Suggests centrality in the means‐end structure of organization members' activities as an operationalization with the potential to encompass all three criteria.

Consumer knowledge and country of origin effects

Abstract: Consumer knowledge has frequently been mentioned in the literature as a potential mediating factor in consumers’ use of country of origin as a product information cue. However, there is little agreement on the appropriate definition and measurement of consumer knowledge in this context, nor on the likely direction of its impact. Reports of empirical findings concerning the issue are even scarcer. Looks at various dimensions of consumer knowledge and how they impact on consumers’ use of the country of origin cue in evaluations of alcoholic beverages. Finds that neither brand familiarity nor objective or subjective product knowledge has a general main effect on consumers’ use of the country of origin cue but there are significant interaction effects. Shows that objective product class knowledge can, under certain circumstances, increase consumers’ reliance on country of origin when evaluating products with unfamiliar brand names but not with familiar brand names.

Consumer ethics: a cross‐cultural investigation

Abstract: In recent years, business ethics has drawn increased interest from business and marketing practitioners as well as from academicians. Despite the repeated call in the literature for cross‐cultural research in this age of globalization, virtually no studies have examined the ethical beliefs and ideologies of foreign consumers and compared them to those of US consumers. Investigates the ethical beliefs, preferred ethical ideology and degree of Machiavellianism of US versus Egyptian consumers. Concludes that while US consumers appear generally less likely to accept various questionable consumer practices than Egyptian consumers, they are more likely to reject moral absolutes.

Understanding corporate identity: the French school of thought

Abstract: Since the 1970s, French researchers have elaborated a theoretical framework built around the concept of organizational identity. This theoretical framework integrates concepts from several research disciplines, including sociology, psychology, psychoanalysis, and history. Although this approach focuses primarily on improving the understanding of the internal functioning of organizations, the approach also helps marketing professionals who are responsible for managing organizational image and organizational communications. The diagnosis of an organization's identity permits marketing executives to interpret the symbolic products produced by the organization, even though these symbolic products may not have been designed in a rational or deliberate manner. Reviews the principal concepts and methods elaborated over the last 20 years by researchers working in this perspective, emphasizing the importance of these ideas for marketing specialists. Describes recent developments in identity theory based on the sociological theory developed by Pierre Bourdieu. Presents an original diagnostic methodology ‐ socioanalysis.

Standardization versus adaptation of international advertising strategies: Towards a framework

Abstract: In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization and adaptation of international advertising strategies represent the polar ends of a continuum of transitional stages. Finally, discusses the ways and the degree to which international advertising strategies can be adapted to different situations.

Markets of a single customer: exploiting conceptual developments in market segmentation

Abstract: Market segmentation has always had a very important place in the marketing literature. Besides being one of the ways of operationalizing the marketing concept, market segmentation provides effective guidelines for firms’ marketing strategy development and resource allocation among their diverse product markets. As market segmentation simultaneously addresses the roles of both marketers and customers, the segmentation concept has captured the attention of many scholars and practitioners alike in the field. Accordingly, within the last few years, a number of new developments have emerged in market segmentation. Although different terms or concepts may have been used by different researchers, the basic idea behind these developments has been to create more effective and efficient ways of reaching individual consumers in order to satisfy their unique needs and wants. Examines and conceptualizes the recent advancements in market segmentation and development studies and globally explores their managerial implications for marketing practitioners and researchers alike for orderly decision‐making purposes.

Responses to different charity appeals: the impact of donor characteristics on the amount of donations

Abstract: Posits that, at a time when demand for charity services is increasing and donations to charity are remaining static, careful administrative use of funds and accurate targeting of likely donors are vital for charities’ survival. Utilizes empirical data from a nationwide survey of donating behaviour to identify whether different characteristics of donors affect the levels of donation to various methods of prompted giving. Also provides suggestions as to how these characteristics may be utilized in streamlining future fund‐raising strategies.

Intqual - an internal measure of service quality and the link between service quality and business performance

Abstract: Looks at the importance of the service sector to national economies with interest for practitioners and academics. Posits that management has to determine what actions it needs to undertake to ensure it delivers service quality.

Small firm performance: assessing the interaction between entrepreneurial style and organizational structure

Abstract: Poor marketing is widely accepted as one of the key reasons to explain success and failure of small firms. There is less agreement, however, about whether these types of business should adopt a classic strategic management approach to marketing. Some writers are now proposing that an entrepreneurial marketing style is more appropriate in the smaller firm. Although this concept is gaining acceptance, there apparently exists no quantitative evidence to support the hypothesis that an entrepreneurial style will definitely enhance the overall performance of the small firm. Covin and Slevin (1988) have tested this hypothesis for large firms in the USA. Presents a project which aims to repeat their study in the UK SME sector and gain further understanding of the relationship between performance, style, structure and organizational capabilities. Demonstrates that a move towards being more entrepreneurial and adopting an organic management structure may assist overall performance. Reinforces the view that it is probably not wise to recommend owner/ managers should adopt an entrepreneurial style without also advising them to implement concurrent consideration of the appropriateness of their current organizational structure. Discriminant function analysis suggests that style and organicity may influence internal organizational capabilities in areas such as innovation, employee productivity and the management of quality. Recognizes that the study was, however, unable in the SME sector to validate the Covin Slevin hypothesis that only two forms of organization (conservative/mechanistic and entrepreneurial/ organic) can achieve high overall performance.

The influence of culture on advertising effectiveness in China and the USA

Abstract: Presents findings from an empirical study which investigates the effects of different advertising appeals used across cultures. Cultural differences along the individualism‐collectivism dimension are hypothesized to affect people’s reactions to certain advertising appeals. Results indicate that appeals which emphasize individualistic benefits are more effective in the USA than in China. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in China. However, such effects can be moderated by product characteristics. Different product types may serve to influence the effectiveness of culturally‐congruent advertising appeals. Discusses the implications of the findings.

Consensus and collaboration: norm‐regulated behaviour in industrial marketing relationships

Abstract: Uses symbolic interaction concepts to explain norm‐regulated behaviour in industrial marketing relationships. Lends support to the notion that partners’ subjective interpretations of their relationship must be congruent for relational norms and, hence, collaboration to emerge. By examining 46 of a manufacturer’s established trading relationships, investigates which factors distinguish relationships that are collaborative from other forms of trading relationships. Suggests that when partners exhibit a consensus to collaboration, they share strategic complementarity and the investments made by one side are valued by the other. Interestingly, each also believes the other faces high exit costs even though both sides maintain access to alternative partners. In addition to a discriminant analysis depicting different forms of trading relationships, develops a post hoc analysis of the profile of collaborative trading partners. Discusses the managerial and academic implications.

Market segmentation: organizational archetypes and research agendas

Abstract: The study of how organizations segment their markets has traditionally taken a prescriptive and analytical approach. More recently, a number of academics and practitioners have voiced concerns over the evident gap between how such concepts are viewed in theory and how they are applied in practice. These issues have already been raised in academic papers, but almost entirely at an abstract level. Introduces a more concrete aspect to the debate by proposing a series of organizational archetypes which illustrate how organizations may segment their markets in practice. These archetypes are developed from a series of mini‐case studies which provide a basis for understanding how organizations may interface with the market at both an explicit and implicit level. Discusses the implications for both academic research and organizational practice.

The effect of odd pricing on demand

Abstract: Presents the findings of a study designed to investigate the effect of odd pricing on respondents’ purchase probabilities for six products ranging in price from $5 to $100. The products tested were a block of cheese, a frozen chicken, a box of chocolates, a hair dryer, an electric kettle and a food blender, and the data were collected in a mall intercept of 300 household shoppers. For each product a demand curve was estimated and the differences between expected and actual purchase probabilities at each odd price level examined. For all six products, demand was higher than expected at one or both of the odd price points tested. This effect was particularly marked for the lower‐priced food items (cheese, chicken and chocolates) and for prices ending in the digit 9. Provides support for the assumption that odd pricing generates greater than expected demand and for the common practice of setting retail prices which end in 99 cents or $99.

Raiding the postmodern pantry: Advertising intertextuality and the young adult audience

Abstract: While analysts of postmodernism have feasted on marketing practices, the marketing discipline has been slow to acquire a taste for postmodernism. Offers marketers a taste of what it has to offer by examining the concept of intertextuality and demonstrating its reliance to advertising texts and their production and consumption. Drawing on a qualitative study of young adults, shows how their descriptions and experiences of particular ads shaped and were shaped by their experiences of other texts. Considers the implications of intertextuality for consumers’ attitudes, involvement and literacy with respect to advertising, for the link between ad and brand consumption, and the relationship between marketing theory and practice.

Examining the antecedents and consequences of salesperson job stress

Abstract: As productivity pressures, job uncertainties, changing sales strategies, and growing international competition increase, the salesperson experiences unprecedented levels of job stress. Cause and effect of job stress still remains poorly understood. Examines the role of a number of organizational variables including met expectations, role conflict, role ambiguity, job satisfaction, organization commitment and intention to leave and their relationships to job stress. The sample is drawn from an international, service‐oriented salesforce of a large Fortune 500 organization. Provides strong support for the hypothesized model relationship. Presents a discussion and implications of the results along with a summary of needed future research.

Generic products: who buys them and how do they perform relative to each other?

Abstract: Branding has traditionally been viewed as an essential tool for marketers to establish an identity for their products. Even products among the commodity range make use of branding to establish a position for themselves in the market. Recent times, however, have seen the emergence of unbranded or “generic” products. These products, which are usually sold at a price which is lower than their branded equivalents, are most often found in the area of low‐involvement grocery items. Previous studies of consumer perceptions suggest that while consumers see generics as being less expensive than their national branded equivalents, they are also seen as being inferior in quality. This research goes beyond comparing generic products to their national brand equivalents by comparing generic products to one another, in order to ascertain whether the “low price‐low quality” perception is more applicable to some generic products than others. A mail survey of 1,000 New Zealanders revealed that, in contrast to previous studies, generic consumers tend to be older and on a lower household income. The more standardized generics (such as rice) received more favourable ratings than the more processed generics such as coffee and shampoo, although there were significant differences in the respondents’ perceptions across different demographic groups. The results suggest that it is unwise for marketers to draw sweeping conclusions about consumer perceptions of generic products in general. Rather, each generic product, when compared with other generic products, has its own consumer perception and, therefore, each generic product requires different attention from different elements of the marketing mix.

Saudi consumers’ attitudes towards European, US and Japanese products and marketing practices

Abstract: Examines consumer attitudes towards foreign products and the associated marketing practices in Saudi Arabia, one of the biggest consumers of foreign goods with a per capita gross national product surpassing every African and Latin American country and which was exceeded in Asia only by Japan, Singapore and Hong Kong. Assesses the attitudes of Saudi consumers towards the products and marketing practices of the top six exporters to Saudi Arabia, namely, the USA, Japan, Germany, Italy, UK and France. Utilizes a number of general product attributes, marketing activities and buying and using preference indicators to explain the general attitudes of Saudi consumers towards products and marketing practices of these countries. Findings indicate that Saudi consumers have the most positive attitudinal response to the products and marketing practices of the US and Japan. Among the four Western European competitors, German products and marketing practices were pereived more favourably by Saudi consumers. The relative position of these countries varies depending on the specific product or marketing attribute in question. Saudi consumers did not make any substantial distinctions among the products and marketing practices of Italy, UK and France.

Marketing science in a postmodern world: introduction to the special issue

Abstract: Provides an introduction to the Special Issue by discussing the nature of marketing science in a postmodern world. Argues that science needs marketing more than marketing needs science. (Look folks, I didn’t want to include a review of my own book, but the regular journal editor insisted ‐ honest! ‐ and, anyway, Thompson was desperate for the publication. I’m just too soft, that’s my problem. Please excuse my unacademic behaviour. Pretty please.)

The principal’s and agents’ contribution to customer loyalty within an integrated service distribution channel

Abstract: A large number of service corporations are configured with headquarters that determine the major principles of operation (services, pricing, marketing and advertising) and regional salesforces that are responsible for acquiring new customers and catering to the needs of existing customers. This separation of work within the corporation opens up a principal‐agency approach to the service production and delivery. Develops a conceptual model to examine the individual and joint work done by headquarters and regional salesforces in creating customer loyalty. Uses an external dyadic channel perspective ‐ i.e. channel and customer. A relationship between the channel and the customer is hypothesized to be one where customers perceive the regional salesforces to be their focal point to the company. Proposes and empirically tests a conceptual model based on data from 1,400 individual customers of a Norwegian life insurance company. Analyses data using structural equation modelling. Estimates headquarters’ and regional salesforces’ contribution to customer satisfaction and loyalty on the attribute level, based on path coefficients. Concludes by claiming that headquarters’ contribution to customer loyalty is more significant than that of the regional salesforces. These findings challenge headquarters’ assumptions about improving customer relations through regional salesforces. From a managerial perspective, information regarding channel members’ individual and joint contribution to customer loyalty is vital with regard to resource allocation to improve customer satisfaction and thus customer loyalty.

Understanding the marketing concept as organizational culture

Abstract: Answers recent calls for scholarly study of organizational culture in a marketing context Presents a view of the marketing concept as culture based on the organizational symbolism paradigm Then applies this perspective through techniques for implementing the marketing concept