Showing papers in "Journal of Marketing Development and Competitiveness in 2012"

Social Media in an Alternative Marketing Communication Model

Abstract: While current literature has sufficiently profiled word-of-mouth (WOM) marketing, customer relationship management, brand communities, search engine optimization, viral marketing, guerilla marketing, events-based marketing, and social media each on an isolated, individual basis, there is no comprehensive model that effectively incorporates all of these elements. The first purpose of this paper is to therefore profile the current literature landscape surrounding WOM marketing, alternative marketing communications, and social media as viable components of integrated marketing communications. Additionally, this paper aims to develop an integrated alternative marketing communication conceptual model that can be applied by industrial practitioners to help them achieve their marketing objectives.

Exploring Marketing Strategies in Small Businesses

Abstract: According to the Small Business Administration, there are approximately 23 million small businesses in the United States. Over 86% of businesses have no more than 20 employees, although the total number of people employed is approximately one-fourth of the entire United States workforce. Nearly 50% of all small businesses close within the first five years. The purpose of this qualitative case study was to understand the decisions and actions a small business owner takes when pursuing marketing strategy. Five findings emerged from the in-depth interviews: marketing, formulating strategy, strengths, values, and needs.

Learning Orientation of SMEs and Its Impact on Firm Performance

Abstract: In this paper, we investigate the extent to which an organizational learning orientation (LO) impacts performance using a sample of 228 Austrian SMEs. After elaborating the theoretical background, we examine the impact of LO on performance in the context of environmental dynamism and hostility and finally explore implications of the interaction between LO and the environmental dynamism and hostility for SME performance. Results of multiple regression analysis suggest that a high level of LO results in higher performance levels. However, both highly dynamic environments as well as hostile environments absorb possible performance effects of a high LO in SMEs.

SME Identity and Homogeneity – Are There Meaningful DifferencesBetween Micro, Small, and Medium-Sized Enterprises?

Abstract: This study examines entrepreneurial orientation, learning orientation, information technology competency, firm profitability and growth, with respect to differences exhibited among three size categories—micro, small and medium—within the SME classification. The results of our examination reveal significant differences among the three categories on some of the dimensions but no differences on others. Further, the pattern of similarities and differences may lead to useful suggestions for SME managers. The implications with respect to practice and further research are discussed.

Social Media Such As the Phenomenon of Modern Business

Abstract: Social media is becoming an integral part of marketing communications. Therefore, it cannot be ignored by a successful company when setting its business strategy. The main aim of this paper is to present a critical view of the current possibilities of social media and based on the findings capture the key factors for business success through social media. This objective is achieved through a critical analysis of primary and secondary statistical sources dealing with the possibilities of Internet marketing communication and through a comparative analysis of the world’s social media population with the online social population in the Czech Republic.

Family and Territory Values for a Sustainable Entrepreneurship: TheExperience of Loccioni Group and Varnelli Distillery in Italy

Abstract: This study proposes a key reading of the phenomenon of the family business and of its relationship with sustainable and CSR-oriented strategies focusing on the specificities of family SMEs relative to values, culture and relationships with the territory (local context). The purpose of the current research is to demonstrate that the consolidation of authentic and durable relations among the family business, the stakeholders and the local context depends on the presence of shared values which are the fruit of a given territory’s civic traditions and are the expression of the culture of the socio-economic environment in which they are embedded.

Understanding Patterns of Customer Engagement – How CompaniesCan Gain a Surplus from a Social Phenomenon

Abstract: With this paper we consider, the evolution of Customer Engagement (CE) and how companies can exploit the considerable strength of this social phenomenon. In order to create a viable framework, for managing CE, it is necessary to analyze the motivational stimuli of customers. We established that the Management of Customer Engagement should include three steps: identifying of engaged actors, creating interaction between them and building constant Engagement relationships. Using a holistic approach based on psychological and sociological theories, the authors examine the dimensions of CE. Following both theoretical approaches, proposals are made for organizing customer relationship marketing of CE.

Managers and the Mobile Device: M-Learning and M-Business—Implications for theUnited States and China

Abstract: The use and abundance of mobile devices in the workforce, both company issued and personally owned has exploded worldwide. The propagation of the smartphone has led companies to consider how conducting mobile or m-business can improve their organization by increasing the productivity and efficiency of the workforce. This paper will explore and compare the current usage of smartphones in United States and Chinese businesses, the advantages and disadvantages of mobile learning and mobile business and the manager’s part in overseeing their use by employees while understanding the security risks of the devices and protecting company data.

Entrepreneurial Environment Dilemma in Puerto Rico: A Challenge of Self and System

Abstract: This study addresses the unexplained stagnant entrepreneurial environment in Puerto Rico despite average or above average entrepreneurial potential, capabilities and intentions compared to other highincome countries. Analysis of interviews with public, private and civic sector leaders and both successful and less successful entrepreneurs suggests a pervasive lack of support for entrepreneurs from formal organizations charged with entrepreneurship development and a failure of entrepreneurs themselves to develop networks to support venture startup and sustainment.

Innovation Management of SMEs in the Creative Sector in Flanders and the Netherlands

Abstract: SMEs represent a very important part of the European economy today, and within this SME group the creative sector is recently one of the fastest growing sectors. Our paper studies the innovation management of 105 creative SMEs in Flanders and the Netherlands, based on the innovation diagnostic instrument, developed by Mazzarol & Reboud (2006). On the side of the „innovation climate‟ we identified many stimulating factors such as the well developed infrastructure and proximity of logistics and suppliers and an innovative and stimulating life style in the global area of Flanders and the Netherlands. However, we identified many restricting legislations and regulations that seem to hamper seriously most creative SMEs. Above that, many creative SMEs fail to find sufficient access to capital to invest in their growing innovative activities. We observe that the Dutch creative SMEs find more easily access to external financial resources and governmental support and subventions than their Flemish colleagues. Finally, the use of managerial tools like a SWOT analysis or setting up a solid financial or business plan seems very uncommon but required among creative SMEs.

Chilean Consumers Ethnocentrism Factors and Their PerceptionRegarding Foreign Countries Products

Abstract: Consumers are connected with a myriad of products and services from all over the world. The advent of ever changing and rapid communication has given consumers far more knowledge about products than any time in history. The consequence of this information availability allows the consumer to examine the product’s country-ofimages more closely. As such, their information and perceptions about the country and product affects consumer behavior and is a major concern of marketers. The goal of this paper is to present the results of a study that was conducted to analyze the perceptions of Chilean consumers regarding product’s country-of-origin images and to design and test ethnocentrism model. Data for the study was collected through self-survey in three major cities located in Chile, South America. The results point out that these findings provide some implications to domestic and international marketers who currently operate in or are planning to enter into the Chilean market in the near future.

Assessing the Qualities of Athlete Endorsers: A Study of ConsumerPreferences for the 3 Qualities of Sports Endorsers Attractiveness, Trustworthiness, Expertise

Abstract: The use of celebrities to endorse products is a popular technique used by numerous marketers. Athlete endorsers, a subset of celebrity endorsers, are also extremely popular and have their own distinct positioning in the minds of consumers. This research takes a closer look at the three qualities of athlete endorsers, attractiveness, trustworthiness, and expertise. It seeks to both discover how consumers define these three qualities as well as how important each of these qualities is to consumers. Steps were taken to test a possible gender difference when it comes to determining consumer preference. A difference between consumers with differing levels of sports involvement was also examined. The result was that differences were discovered in both of these areas. This indicates that gender and sports involvement are key demographic considerations to be addressed when making the decision to use an athlete to endorse a product.

A Cross National Study of Topic Sensitivity: Implications for Web-Based Surveys

Abstract: Topic sensitivity can have a direct bearing on Web survey design choices such as whether to use forced answering and whether to offer non-substantive response options, like “prefer not to answer.” Respondents from six diverse nations/cultures rated sensitivity of a list of 11 topics that might be the focus of a marketing research study. Differences among the cultural sub-samples were found for 9 of 11 topics. Findings indicate that perceived sensitivity of topics is emicrather than etic-bound, which implies that cross-national researchers should not assume generalizability of topic sensitivity.

Marketing Entrepreneurship: Linking Alertness to EntrepreneurialOpportunities with Strategic Orientations

Abstract: Marketing and entrepreneurship have long been recognized as two key responsibilities for firms. Research efforts, however, have generally considered the two separately or examined integration only in specific contexts. This paper, building upon Austrian economics and marketing perspectives, presents marketing and entrepreneurship as synonymous and explores the means by which a firm’s marketing function may fulfill its entrepreneurial role. Strategic orientations, it is suggested, serve to alert marketing entrepreneurs to opportunities by focusing attention on aspects of the firm’s environment. Testable propositions linking alertness to opportunities, strategic orientations, and market maturity are presented. Both managerial and research implications are discussed.

Technological Capability Improvement as Result of the Entrepreneur’s Search for Innovation in the SMEs in Colombia

Abstract: The improvement of technological capability (TC) is not only a firm-level issue; it is similarly important to the catching-up process and improving national competitiveness. Previous works on TC have generally not paid much attention to the improvement of TC in the micro and small and medium enterprises (SMEs). This paper shows how the mediator role of entrepreneurial orientation (EO) on the relationship between networking capability (NC) and absorptive capacity (AC) of firms contributes significantly to the improvement of TC in the micro and SMEs in Colombia.

The Rise of Medium-Sized Enterprises in Europe Beyond the DualisticModel: Small vs. Large Firms

Abstract: The crucial issues raised by the MSEs include their relative efficiency in comparison with the overall economy, and their role in sustainability and long-term prospects for European countries and regions, which are based strongly on the presence of manufacturing MSEs. This paper, in particular, investigates the pre-existing relationship between the growth processes of medium-sized Italian family businesses and the corresponding financing policies they adopt. The survey reveals interesting variables that could explain the financial behavior of medium-sized enterprises: objectives, preferences, past experiences, the financial culture of the entrepreneur or entrepreneurial group, time and the characteristics of the development project.

Negative Product Placement: An Evolving Theory of ProductDisparagement and Unfair Competition

Abstract: Product placement is an alternative strategy of marketing communications for firms wishing to inform, remind and pursue consumers concerning product offerings. Many consumers view advertising with suspicion. In an attempt to overcome this suspicion and communicate to consumers, firms have increasingly resorted to product placement to overcome resistance to traditional commercial communication. While many researchers have examined marketing communication in terms of hype and puffery, few have examined negative product placement using the legal and ethical frameworks of disparagement, unfair competition, and trademark tarnishment. This paper examines the practice of attempting to influence consumers’ perception toward competitors’ products through the use of product placement and examines the ethical and legal ramifications of such practices.

The Effects of Electronic Decision Aids on Consumers' Cue Utilization in Product Evaluations

Abstract: One of the important aspects of online shopping is the availability of electronic decision aids (EDAs). The use of these increasingly pervasive shopping tools may affect key relationships underlying consumers’ search and processing with respect to product related information. The primary objective of this research is to investigate the effects of electronic decision aids on consumers’ product evaluations. Overall, this research demonstrates that EDAs that enable attribute-based sorting and comparison of products can significantly influence the effects extrinsic and intrinsic cues have on consumers’ purchase decisions (e.g., quality judgments).

A Study in Tipping Culture in Taiwan's Travel Service Industry

Abstract: The purpose of this study was to explore how the consumers’ awareness of service staff professional performance will influence the amount of tips they decide to pay. Based on an empirical study approach through questionnaires and statistics analyses, the results show the amount of a tip is limited by customers’ habits, in which Taiwanese visitors generally pay a fixed amount of tip as the travel agency suggested; only a small ratio of those tourists would like to pay more tips as an appreciation to the tour service staffs. The customer would like to have more services, but the tips increased are not proportional to the increased amount (quality) of services.

SBA 504 Loans Help Improve Balance Sheets: A Micro Analysis

Abstract: The US Small Business Administration’s (SBA) 504 Loan Program was established to provide long-term, fixed-rate financing for small businesses. Research on SBA lending has tended to focus on economic development, revenues, and delinquency factors as measures of SBA lending success. This paper studies 504 Loans initiated by the Wisconsin Business Development Finance Corporation (WBD) to determine if such financing helped improve the balance sheet structure of small businesses. Employing commercial lending ratio analysis, this study finds a positive improvement in small business balance sheets. It further appears that the staying power of small businesses is substantially enhanced.

Purchase Intention of Consumers for an Automobile in the United States: A Hierarchical Regression Model

Abstract: The purpose of this study is to examine the purchase intention of consumers who may be interested in purchasing an automobile in the United States. The study adopted the Theory of Reasoned Action model that explores the gender, age, and race of consumers and relates it to their purchase intention of consumers for automobiles, moderated by income. The research sample consisted of 562 respondents and was collected from Los Angeles County in the United States. The results of the study indicated that the purchase intention of consumers is affected by their age and race.

A New Index of Entrepreneurship Measure

Abstract: A new index of entrepreneurship measure based on M-quantile regression methods is introduced. This index allows meaningful comparison of the entrepreneurial performances. The new method is illustrated using the Kauffman Firm Survey, a study of new businesses in the United States. A comparative analysis between this index and a classical index obtained with Data Envelopment Analysis is performed. Using this index, possible determinants of entrepreneurship are investigated applying beta regression.

An Investigation of Marketers’ Attitudes Towards Corporate Restructuring and CSR in Sub Saharan Africa: A Case of the Nigerian Service Industry in Lagos Metropolis

Abstract: The concept of corporate social responsibility (CSR) continues to grow in recent years and is gradually becoming a global trend. Despite this growth, the adoption of CSR is still very small in the Nigerian service marketing industry. This paper investigated marketer’s attitude towards corporate restructuring and CSR in the Nigerian service marketing industry in Lagos metropolis. It concluded that there is a positive relationship between Nigerian service marketing industry marketers’ attitude and the adoption of CSR despite the current wave of corporate challenges in the country. Overall results indicate that actions that followed restructuring were judged to show social responsibility.

The Effects of Institutionalization on the Internationalization of Markets: A Conceptual Model of Inquiry

Abstract: Institutionalization of economic actors is a more sustainable strategy for achieving such growth than administrative action. This paper offers a conceptual model that identifies relationships among elements that help institutions evolve, and, attempts to reason out the effects of institutionalization on the internationalization of markets. The framework identifies three influencers that directly affect the evolution of institutions and it discusses how such influencers dominate the process of institutionalization. Intra-institutional cultures, be it monochronic or polychronic, interact under the pressures of endogenous and exogenous to the institution forces causing institutional evolution. Inter-institutional congruence empowers institutionalization which helps the internationalization of markets. AIM OF THE ARTICLE This article purports to explore into the dynamics of the driving forces that define an institutional framework and their relationship to the process of internationalization. The author focuses on market internationalization recognizing that internationalization also includes relations among nations, specific intergovernmental collaboration, migration, and, technological and economic exchange. Internationalization of markets is viewed as a process by which domestic or national markets develop or achieve the capability to offer sustainable advantage in a cross-border economic exchange. The internationalization of markets may be expedited by institutionalizing the behavior of actors that influence the economic, social and cultural evolution of the market. It is proposed that increasing economic, social and cultural exchange across markets would require congruency of the regulative, normative and cognitive dimensions of institutions. An institution, viewed as a microcosm of the society in which it exists, irrespective to its incipient identity such as business, political, economic, social, and so on, is in constant evolution as its endemic subcultural forces exchange on their individual interests and cultural beliefs effecting their expectations and behavior. Relevant studies have indicated the existence of multiple subcultures, referred to as logics, and the friction that exists between these sometimes contradictory settings which define the institution’s evolution (Parkera and Parenta, 2009). Existing literature has not habitually addressed the international dimension of the principal issues attempted in this article such as marketing’s effect on sociocultural awareness, the relationship between institutional structure and international marketing, the impact of institutional structure on the institution’s sociocultural identity and the effect of institutional structure on market internationalization. The multidimensionality of institutional theory has been affirmed and richly celebrated and honored by institutional scholars such as Weber, Meyer, DiMaggio, Rowan, Powell, Bourdieu, Scott, Tolbert, Selznick, Thomas and others. However, their approach to institutional theory has been largely sociological focusing on identifying social structures and how social structures

Exploring Internal Marketing Applications: Case of Egypt

Abstract: In this study we aim to explore internal marketing applications in Egypt There is no evidence about the extent of internal marketing understanding and its applications Thus, we explore it by presenting some case studies and conducting some in-depth interviews This paper is based on a combination of secondary and primary research Some cases of companies that apply internal marketing practices are presented and discussed In addition, a series of in-depth interviews with top-level managers were conducted to examine their views about internal marketing practices in their organizations The findings provided some evidence that there are some companies that apply internal marketing in Egypt This was identified from the secondary research case studies However, when the qualitative interviews were conducted, it was found that there was lack of a clear understanding by many companies about what is internal marketing and methods for applying internal marketing This study provides some insights as to internal marketing practices at Egyptian companies The paper is useful for managers who want to know more about internal marketing applications and practices This study sets the pace for more future work on this untapped research area

Entrepreneurial Creation of Social Value: The Basement for Post-Crisis Recovery

Abstract: Global economic crisis started in 2007 had revealed two main problems which appeared and grew within pre-crisis period. The first one is lack of entrepreneurial activity which leads to decrease in workplaces and progress (high tech sphere or biotechnology growth seems to be an exception which only proves the rule) – it can be easily seen from statistics analysis that there are only a few countries where entrepreneurial activity is growing while in the others even people with some entrepreneurial spirit prefer to become employees at big corporations. The second one is the misbalance in economic activities of real, financial and virtual sector enterprises. As far as statistics shows maximum profitability can be seen in banking (including investment banking) or virtual sector while both of them are in a certain way distributing tomorrow’s payments into today’s quickly achieved profits. Such attitude seem to suit shareholders who achieve extra income but is completely opposite to real entrepreneurial attitude since entrepreneurs are mainly concerned with making the world a better place to live instead of earning money quickly. Therefore the two stated problems are interrelated. This relation reveals the main problem of pre-crisis world which lead to global crisis: since social value produced by entrepreneurial units cannot be measured, it was considered unimportant and all the emphasis was put by entrepreneurs and especially hired managers into gaining profits as quick as possible (this can also be seen in economic models such as, for example, EVA model). This thesis is also proved by the research on corporate social responsibility or social entrepreneurship. Corporate social responsibility research is supposed to convince managers that being responsible can actually increase profits. Social entrepreneurship study sees social entrepreneurs as a special phenomena and is trying to figure out the reasons for social entrepreneurs’ economics success. Both assumptions seem to be only a part of the truth. Analysis of successful entrepreneurial projects shows that they all were more or less social: almost all of the entrepreneurs had stated their main intention was to solve some problem of the society which as they believed (as well as their investors believed) could also bring them some income. Then if we take into consideration that all entrepreneurship is social it can lead us to the idea how to restructure the post-crisis world in order to increase entrepreneurial activity and pass the recession as soon as possible. This solution is partly based on Keynes’s ideas of crisis management which were mainly based upon recognition that entrepreneurial activity should be increased by all means and partly based upon social value recognition. Currently there are only a few instruments for social value recognition if it is produced by entrepreneurs. One can mention tax exemptions imposed in case a company is doing charity and some relevant cases; in our opinion this is not enough. Regular entrepreneur who is trying to build long lasting business for example in the area of services is bound to receive lower profits than for example financial institutions producing derivatives. This means that an entrepreneur is going to attract less efficient

New Perspective of Cross-Cultural Communications: Applications in China Marketing

Abstract: The success of marketing communication in today’s world is obviously determined by marketer’s cultural intelligence, and this is particularly true for international marketing practice, in which cross-cultural perspectives are definitely important. Cross-cultural communication is becoming even more important for the Chinese marketers in this new century since China planned to more widely open its market to the world and export more of its service and products to the world market. This paper suggests that Chinese marketers are better prepared for cross-cultural communication and put it at their corporate strategic level for marketing China and China marketing. It also suggests that anthropological approaches offer highly effective applications and solutions toward the understanding of cross-cultural issues in international marketing communication.

Business Ethics: Exploring the Differences About Perceptions of Business Ethics Among Selected Turkish Financial Specialists

Abstract: In a rapidly changing global competition environment regarding business management, professionals distinguished the importance of the question “how” as well as the question “why”. This clarification provides the professionals with a point of view that ethics do not form a part of business but business itself has become a part of ethical issues. The main purpose of this study is to examine the employee’s attitudes towards business ethics for exploring the diversities in the financial sector. Our results indicate that the significant diversities in financial sector depend on not only the demographics but also the employee’s position, department and working experience.

Marketing a United States Multinational Brand in the United Arab Emirates

Abstract: The purpose of this study is to explore the unique challenges facing advertising agencies doing business in the UAE compared to the US. This study identifies the impact of culture on advertising campaigns and recommends how to successfully adapt US marketing strategies to reach this diverse consumer market. This paper identifies several misconceptions and their affect when planning marketing campaigns for the UAE.

Diversity Performance as a Factor in Marketing Programs: A Comparative Analysis across Ethnic Group Target Audiences

Abstract: The realization that ethnicity can/should be used as a valid and appropriate segmentation variable has been in place for over fifty years. This research will explore the issue of how a firm’s diversity performance is featured as a component in their marketing plan. The study utilizes content analysis to examine advertising placed in six periodicals. These periodicals consisted of a business magazine, and a magazine targeting a female audience, for each of three market segments. The three segments are general (or, non-ethnic) readers, African-American readers, and Latino-American readers. Findings indicate that firms place ads that showcase their diversity activities in minority publications at a much higher rate than they do in publications targeting a general audience. Implications of these findings for firms directing ad placement, media firms, and consumers are discussed.