Showing papers in "Marketing Intelligence & Planning in 2004"
TL;DR: In this article, the authors argue that strategic planners in organisations of the future need to consider the potential benefits of collaborating, co-operating and co-ordinating with others serving the same markets, rather than pursuing conventional competition.
Abstract: This article predicts that strategic planners in organisations of the future need to consider the potential benefits of collaborating, co‐operating and co‐ordinating with others serving the same markets, rather than pursuing conventional “competition” The author defines this new mindset as “co‐opetition” It has been observed that the competitive psychology represents oneself as being better than others, and stresses the winning of more resources at their expense The antithesis is active co‐operation, wherein one embraces competitors in partnership to the benefit of all It is argued that the new business environment demands new kinds of business relationships, and that “co‐opetitive” partnerships have emerged as a more effective response to changed environmental threats and opportunities Co‐opetition can deliver synergy if carefully planned, managed and controlled, and preconditions for achieving this outcome are examined Equally, weak management of a relationship can produce the opposite effect, so preconditions for survival are also discussed The conclusion is that, on balance, co‐opetition deserves marketing planners' close attention
201 citations
TL;DR: In this paper, a conceptual discussion concerning the academic/practitioner divide in marketing is presented, where the marketing concept and the way we teach marketing needs to be refocused to reflect practice.
Abstract: Presents a conceptual discussion concerning the academic/practitioner divide in marketing. States that the marketing concept and the way we teach marketing needs to be refocused to reflect practice. Presents two new developments in marketing that are ideal candidates for narrowing the gap between academia and practice. These are retro‐marketing and experiential marketing.
148 citations
TL;DR: In the digital world, marketing communications is concerned with creating presence, creating relationships, and creating mutual value as discussed by the authors, and e-merchants enter a world of new marketing concepts such as banner ads, click through, affiliate networks, URL's and portals.
Abstract: In the digital world, marketing communications is concerned with creating presence, creating relationships, and creating mutual value. The Internet as a marketing channel is interactive, accessible, ubiquitous, and integrates marketing communication with commercial transactions and service delivery. As a channel, the Internet both sends content to an audience, and acts as a route to a group of customers. In order to build presence, e‐merchants enter a world of new marketing concepts such as banner ads, click through, affiliate networks, URL's and portals. The role and value of brands takes on new dimensions. The potential for building relationships is inherent in every transaction and dialog. No longer does the marketer need to speculate about customer needs; they actually know customer‐purchasing profiles. Customer service, customer profiles and customisation present important marketing opportunities. Value creation both requires and strengthens mutual dependence. Communities, including customer communit...
133 citations
TL;DR: Wang et al. as mentioned in this paper examined how consumers in China perceive and respond to company-sponsored environmental advertising claims based on a survey of 914 Chinese respondents in Beijing and Guangzhou.
Abstract: This study examines how consumers in China perceive and respond to company‐sponsored environmental advertising claims. Based on a survey of 914 Chinese respondents in Beijing and Guangzhou, the study has derived some important findings. First, it confirms the casual observation that environmental advertising has already been widely used in the country. Second, it indicates that Chinese consumers, in general, rate print environmental advertisements more favorably than broadcast ones. This is probably due to the pragmatic orientation of Chinese consumers, who consistently seek concrete and substantiated product information from advertisements to guide their shopping. Regression analyses on the collected data further reveal that “perceived credibility of the claim”, “relevance of the advertised product to daily lives”, “education level” and “media type” are all significant factors that would positively affect green purchase intention of Chinese consumers. In addition to providing researchers with further understanding of Chinese consumers' attitudinal and conative responses toward environmental advertising, these findings provide advertisers with useful insights into fine‐tuning their environmental advertising strategies in China.
115 citations
TL;DR: In this paper, the authors examined the shopping list being a moderator of purchase behavior and revealed that far more planning occurs among all grocery shoppers than might be expected, regardless of the presence or absence of a written shopping list.
Abstract: “Scripted behaviour” underpins many repetitive and routine tasks, such as grocery shopping, where it is observed that some shoppers take a list and others do not. The notion of “scripts” is used to examine the underlying reasons for the presence and absence of grocery shopping lists on major weekly or two‐weekly shopping trips to supermarkets. Little if any current information exists in marketing literature to fully explain the reasons for the presence or absence of lists, though it is known that such behaviour affects purchase activity in supermarkets. Set in New Zealand, this exploratory and preliminary study examines the shopping list being a moderator of purchase behaviour. It confirms previous research into the differences between list and non‐list grocery shoppers and suggests that far more planning occurs amongst all grocery shoppers than might be expected. The study reveals that some grocery shoppers, regardless of the presence or absence of a written shopping list, have a flexible approach to gro...
107 citations
TL;DR: The authors adapts Bitner's model to encounters in "cyberspace" where the key characteristics of the service "product" are still present, with the result that, just as in the physical setting, stimuli may be planned and designed to engender approach behavior.
Abstract: Following Bitner's well‐known “servicescape” model, the propensity of physical surroundings to facilitate organisational as well as marketing goals is now well researched. Their importance is, in general, more important in service settings because of the unique characteristics of services, particularly their intangibility and perishability, the inseparability of production and consumption, and heterogeneity in delivery quality. E‐businesses, whether offering products or services, ultimately share many service characteristics. For example, the benefits consumed are often not solely in the products purchased, which could have been purchased elsewhere, but rather in the intangible benefits of interaction with the website, i.e. saved time, convenience, and a reduced risk of dissatisfaction with an enhanced availability of information. This paper adapts Bitner's model to encounters in “cyberspace”, where the key characteristics of the service “product” are still present, with the result that, just as in the physical setting, stimuli may be planned and designed to engender approach behaviour. In so doing, it borrows from the motivational psychology construct of “flow”, a metaphor for optimal experiences.
93 citations
TL;DR: In this paper, the authors conducted a qualitative study with owners of small firms operating in a wide spectrum of industry settings and found that the key situations owner-managers deemed to be risky were those pertaining to cash flow, company size, entering new markets or new areas of business, and entrusting staff with responsibilities.
Abstract: Small business risk is a particularly pertinent issue for researchers as there is a strong association between small business owner‐managers/entrepreneurs and risk by virtue of the high failure rates of small firms. The objective of this study was to uncover situations encountered by owner‐managers/entrepreneurs that they perceive to involve an element of risk. More importantly, it seeks to understand how owner‐managers behave when faced with such “risky” situations. A qualitative study was undertaken with owner‐managers of small firms operating in a wide spectrum of industry settings. While great variation was encountered between the entrepreneurs, areas of commonality were distilled and it was shown that the key situations owner‐managers deemed to be risky were those pertaining to cash flow, company size, entering new markets or new areas of business, and entrusting staff with responsibilities. Furthermore, it was shown that the two key tools used to manage these risky situations were the use of managerial competencies and networking.
91 citations
TL;DR: In this article, the authors investigated the various factors affecting consumer complaint behavior in Indonesia and found that consumers were more likely to make a complaint when the unsatisfactory product was expensive, and used frequently and over a long time.
Abstract: This paper investigates the various factors affecting consumer complaint behaviour in Indonesia. The main objective is to determine the various demographic variables and to profile complainers and non‐complainers with regard to psychographic variables, attitudes towards businesses in general, product attributes and attribution of blame. It provides a comprehensive comparison with the other studies in the literature which were mainly conducted in Northern America and Europe. The research suggests that complainers in Indonesia had a higher level of income and education. Complainers tended to exhibit greater self‐confidence and individualistic characters. They were more willing to take risk and had a positive attitude toward complaining. Consumers were more likely to complain when the unsatisfactory product was expensive, and used frequently and over a long time. In addition, complainers were more inclined to make a complaint when they blamed sellers and manufacturers for their bad purchase experiences. It was also noted that both complainers and non‐complainers possessed poor attitudes towards businesses in general. Managerial implications are discussed.
87 citations
TL;DR: In marketing, as in other areas of management studies, there is a feeling abroad that lines of communication need to be improved between those who work largely in the academic sphere and the practitioner community.
Abstract: In marketing, as in other areas of management studies, there is a feeling abroad that lines of communication need to be improved between those who work largely in the academic sphere and the practitioner community. Introduces the papers presented in this special issue, which explore the nature of the “academic‐practitioner divide”, investigates the reasons for it and the barriers to communication that exist, and put forward ideas for improving the effectiveness of academic‐practitioner collaboration. However, members of the academic community should carefully avoid a headlong and uncritical rush for managerial relevance, since their claim to a unique position in the knowledge production process relies on maintaining objectivity and a certain distance from the day‐to‐day pressures of marketing management.
86 citations
TL;DR: In this paper, the authors describe an empirical study in which 608 adult US consumers were interviewed with regard to their experiences with and attitudes toward mass customized products and the principal findings were that attitudes towards mass customization were generally positive, nearly half reported buying a personalized product, these buyers were very satisfied with their purchase, and the most likely buyers of this type of product tend to be younger, more well educated consumers with higher than average incomes.
Abstract: An emerging new strategic approach is termed “mass customization” or “personalization” whereby elements of the marketing mix are individualized for each customer This paper describes an empirical study in which 608 adult US consumers were interviewed with regard to their experiences with and attitudes toward mass customized products The principal findings were that attitudes toward mass customization were generally positive, nearly half reported buying a personalized product, these buyers were very satisfied with their purchase, and the most likely buyers of this type of product tend to be younger, more well educated consumers, with higher than average incomes Managerial, theoretical, and methodological implications of these findings are discussed
75 citations
TL;DR: In this article, the authors identify some of the major factors causing the observed change in marketing practice and describe a classification scheme that is based on transaction marketing and relationship marketing, each of which is characterised using five marketing exchange dimensions and four managerial dimensions.
Abstract: Marketing has changed significantly since it first emerged as a distinct business and management phenomenon. We identify some of the major factors causing the observed change in marketing practice. We then describe a classification scheme that is based on transaction marketing and relationship marketing, each of which is characterised using five marketing exchange dimensions and four managerial dimensions. The two general marketing perspectives encompass five distinct types of marketing: transaction marketing, database marketing, e-marketing, interaction marketing, and network marketing. We consider real-life (mainly European) companies that have implemented these different marketing approaches. Finally, we deal with the pedagogical contributions including an examination of how it is possible for business schools to teach the subject of marketing from a relationship marketing perspective in such a way that the relevance and quality of teaching and research in relationship marketing is useful to students, faculty, and the business community.
TL;DR: In this paper, the authors evaluate the potential of electronic marketing and its potential contribution to marketing in general, and conclude that electronic marketing does not yet have the potential to replace traditional marketing efforts.
Abstract: During the last decade, many organisations have developed some form of Internet presence. This paper considers electronic marketing, the latest type of marketing, using the familiar framework of the seven Ps of marketing – product, price, promotion, place (distribution), process, physical evidence, and people – in an attempt to evaluate electronic marketing and its potential contribution to marketing in general. The paper concludes that whilst not every marketer embraces the use of the Internet, this “new kid on the block” has become an accepted part of marketing activity. The paper concludes that electronic marketing does not yet have the potential to replace traditional marketing efforts. It should be seen as a valuable and complementary tool, and managers should embrace new technology in order to create greater value for customers.
TL;DR: In this article, the authors present a case study of a four-year customer relationship management (CRM) program at the Dagbladet Borsen newspaper in Denmark, focusing on the commitment of senior management, situation report, analysis, strategy formulation, implementation, management development, employee involvement, and evaluation of loyalty building processes.
Abstract: Few published empirical studies have examined the design, implementation, and monitoring of customer relationship management (CRM) programmes at a practical level. The article develops a single embedded case study on Dagbladet Borsen (http://www.borsen.dk), the largest publisher of business‐related materials in Scandinavia. The article first introduces the reader to the philosophy behind CRM. Following that, it considers key areas of a four‐year long CRM programme and offer insights into the procedure that has been developed by SJP (http://www.sjp.dk), the consulting firm that was brought in to assist. The procedure is organized around eight areas: commitment of senior management, situation report, analysis, strategy formulation, implementation, management development, employee involvement, and evaluation of loyalty‐building processes. Over the four‐year long CRM programme, Dagbladet Borsen increased its newspaper circulation by 40 per cent and advertising revenue by 50 per cent, while total revenue more than doubled.
TL;DR: In this article, the authors examine what types of knowledge marketing practitioners might perceive as useful and discuss a range of potential barriers to successful transfer of market orientation knowledge from academia to practitioners.
Abstract: It is commonly assumed that a prime purpose of developing research‐based marketing knowledge is that it should be useful to marketing managers and other practitioners. However, evidence suggests that academic marketing knowledge is only to a limited degree utilised in practical life. It is thus important to understand why this is the case, as well as how use of academic knowledge can be enhanced. This paper focuses on scientific knowledge about market orientation and explores a range of factors, which might impair its practical application. More specifically, it examines what types of knowledge marketing practitioners might perceive as useful and discusses a range of potential barriers to successful transfer of market orientation knowledge from academia to practitioners. Substantial barriers are identified which relate to attributes of market orientation knowledge itself and characteristics of both academics and practitioners. Findings are discussed and implications highlighted.
TL;DR: In this paper, the relevance of academic research to management practice in the field of business-to-business marketing has been investigated in a survey of 58 academic researchers, a qualitative study of ten marketing practitioners, and a qualitative survey of eight academic researchers.
Abstract: This article reports on three related empirical studies of the relevance of academic research to management practice in the field of business‐to‐business marketing. These studies comprise a survey of 58 academic researchers, a qualitative study of ten marketing practitioners, and a qualitative study of eight academic researchers. Academic researchers in the field of business‐to‐business marketing believe that their work is of interest, potential value, and relevance to practitioners, and aspire to make a contribution to management practice. Practitioners claim not to be interested in academic research, and are more favourably disposed towards consultants, who they see as more responsive to, and understanding of, business pressures. It seems clear that although academics would like to get closer to practitioners, they are inhibited by institutional factors, such as academic reward systems and the “publish or perish” culture. Mechanisms for improving the degree of cooperation between researchers and practitioners are explored.
TL;DR: In this article, the main theoretical issues regarding agency-client relationships are discussed by means of a review of the literature to identify an account-management lifecycle for agency•client relationships, and three main stages are identified: agency evaluation/selection; relationship development and maintenance; and agency review/termination.
Abstract: This paper will discuss the concept of account management in the area of advertising agency‐client relationships. The main theoretical issues regarding agency‐client relationships are discussed by means of a review of the literature to identify an account‐management lifecycle for agency‐client relationships. Three main stages were identified: agency evaluation/selection; relationship development and maintenance; and agency review/termination. Discussing the literature will also provide a greater understanding of agency‐client relationships and identify possible areas for further research.
TL;DR: In this article, the authors examine the growing impact of immigrants in Europe and offer an American example of how to penetrate these emerging market segments, and find that Hispanic-Americans are the fastest growing segment and the largest ethnic minority group.
Abstract: In recent years companies have realized the importance of targeting their products and advertising efforts toward minority and ethnic groups. Globally, regional cultures have become more pronounced as waves of new immigration have begun to change the landscape for marketers. This paper examines the growing impact of immigrants in Europe and offers an American example of how to penetrate these emerging market segments. Of all the ethnic groups in the USA, Hispanic‐Americans are the fastest growing segment and the largest ethnic minority group. In Europe new immigrant groups are beginning to impact the economic, social and political scene. One area in which more research is needed is the effect of ethnic target marketing on both acculturated and un‐acculturated minorities. Today, it is essential that marketers divide their markets by country of origin and by level of acculturation.
TL;DR: The Flesch Reading Ease measurement method is used to compare 475 articles published in 14 English language journals during 2003 as discussed by the authors, finding that the scores range from zero to a figure only just inside the “fairly easy” range.
Abstract: The author's career experience provides the impetus for a survey of the extent to which marketing journals succeed in transferring useful knowledge from academics to practitioners. The Flesch Reading Ease measurement method is used to compare 475 articles published in 14 English‐language journals during 2003. Scores are found to range from zero to a figure only just inside the “fairly easy” range, the average is in the middle of “difficult”, and the mainstream marketing titles are grouped at the low‐readability end of the distribution. Analysis of variance confirms that differences within the sample are significant. The author draws personal conclusions, and suggests possible extensions of this exploratory study.
TL;DR: In this paper, the reliability and validity of one-, two-and three-component models of commitment are examined within a business-to-business context, and the results indicate that the three component model incorporating instrumental, affective and normative dimensions is superior on both substantive and empirical grounds.
Abstract: While organizational behaviourists have largely adopted a three‐component conceptualisation of attitudinal commitment, marketers continue exclusively to apply one‐ or two‐component models. In this paper, the reliability and validity of one‐, two‐ and three‐component models of commitment are examined within a business‐to‐business context. The results indicate that the three‐component model incorporating instrumental, affective and normative dimensions is superior on both substantive and empirical grounds. It is subsequently argued that marketing planners need to demand that marketing researchers are more precise when incorporating commitment into conceptual and empirical studies, and account for these distinct components either by explicitly including or omitting them. It is also argued that marketing managers can enhance channel relationships if they are cognisant of the three distinct types of attitudinal commitments when formulating channel management tactics and strategies.
TL;DR: The academic/practitioner divide in marketing is very evident in marketers' real world problems of accountability as discussed by the authors, which raises questions about whether marketing educators have failed to deliver the theory and frameworks that could address this problem.
Abstract: The academic/practitioner divide in marketing is very evident in marketers’ real world problems of accountability. Empirical research reported in this paper reveals senior non‐marketers perceive marketers to be “unaccountable, untouchable, slippery and expensive” and this is further reflected in the domain literature. Exploration of the issues raises questions about whether marketing educators have failed to deliver the theory and frameworks that could address this problem. Since the 1960s, many tools have been developed and used by marketing educators, academic researchers and consultants that should have helped practitioners to become more accountable; yet something appears to have gone wrong. This paper synthesizes the most recent literature in these areas, contends that accountability is imperative to avoid the marginalization of marketers and proposes an agenda for further research to close the academic/practitioner divide.
TL;DR: In this paper, a cognitive approach of integrating marketing and intelligence views into a new "dual-perspective" SWOT framework is proposed to address the logical inconsistencies faced by marketing managers synthesizing SWOT components.
Abstract: This paper proposes a cognitive approach of integrating marketing and intelligence views into a new “dual‐perspective” SWOT framework. The new dimensions of SWOT are proposed to address the logical inconsistencies faced by marketing managers synthesizing SWOT components. By representing SWOT as the focus of practitioners’ cognition, researchers and consultants can capture the variability in managerial core logic employed to integrate a coherent strategic situation from a dual intelligence‐and‐planning perspective. Directions are outlined for this new avenue of marketing research.
TL;DR: In this paper, a conceptual model known as the strategic corporate intelligence and transformational marketing (SATELLITE) model is outlined, and can be used by corporate intelligence staff to provide better marketing intelligence.
Abstract: Reference to the strategic marketing and corporate intelligence interface is made explicit in this paper, and various contributions to the field of competitive intelligence are highlighted. A conceptual model, known as the strategic corporate intelligence and transformational marketing (SATELLITE) model is outlined, and can be used by corporate intelligence staff to provide better marketing intelligence. The SATELLITE model provides a framework within which strategic marketing staff and corporate intelligence staff can develop intelligence and security related strategies that can counter the moves of competitors and unwelcome protagonists. The model can also be used to identify areas of organizational weakness and can assist senior managers in identifying future areas of market opportunity.
TL;DR: In this article, the authors make the case for an overtly recognized applied researcher culture to sit alongside pure research colleagues and propose a theoretical framework for research design that will allow researchers to generate and communicate knowledge more effectively.
Abstract: “Research has a value that does not depend on how true it is” is a quote from Griseri's call for management researchers to concern themselves less with scientific validity and more with relevance, striking a chord within the marketing academy in the light of criticism of the lack of progress in building a body of theory in marketing and creating more links with practice. Some have warned of the dangers of too closely following practitioners’ agendas. This paper debates these issues and proposes that the academic marketing community should recognise the value of getting closer to practitioners. After reviewing literature on the issue, the paper makes the case for an overtly recognised applied researcher culture to sit alongside pure research colleagues. A theoretical framework is developed and applied to a “template” for research design that will allow researchers to generate and communicate knowledge more effectively.
TL;DR: In this article, a modified approach to QFD, called QFD strategy house, is proposed, which is a systematic means of incorporating intelligence on markets, consumers and technologies in strategy development, and links marketing and manufacturing strategies by first developing a continuous improvement strategy.
Abstract: Since the 1960s, quality function development (QFD) has been recognized worldwide as a suitable planning tool for translating customers' needs into product specifications. QFD methodologies, as opposed to traditional quality approaches, are most often cited as essential for advancing the competitive advantage of an organization. This paper proposes a modified approach to QFD, called “QFD strategy house”, as a systematic means of incorporating intelligence on markets, consumers and technologies in strategy development. It links marketing and manufacturing strategies by first developing a continuous improvement strategy. Both the marketing and manufacturing literatures have reported that an alignment between the two constituent strategies confers a competitive advantage in the marketplace.
TL;DR: In this paper, the authors present a perspective on enhancing the relevance and rigour of research in marketing, taking the view that rigorous research conducted on issues relevant to practising managers is especially valuable for the marketing discipline's future development and status.
Abstract: There is concern that academic research in marketing does not sufficiently support firms confronting today's hostile business conditions. This paper offers a perspective on enhancing the relevance and rigour of research in marketing. It takes the view that rigorous research conducted on issues relevant to practising managers is especially valuable for the marketing discipline's future development and status. Emphasis is placed on identifying a number of “hot” topics worthy of future investigation, accomplished by a brainstorming workshop involving a large number of distinguished marketing professors. Areas identified were global marketing strategy, consumer behaviour and marketing strategy. It is hoped that the identification and discussion of these topics will spark greater research on fundamental marketing issues, and that the allied explication of research rigour will likewise enhance the efficacy of research in marketing.
TL;DR: In this paper, the authors compared the attitudes about new food purchases between innovators/early adopters and non-innovators, and determined the food purchase characteristics of innovators and early adopters.
Abstract: The purposes of this research were to compare the attitudes about new food purchases between innovators/early adopters and non‐innovators, and to determine the food purchase characteristics of innovators/early adopters and non‐innovators. Data were collected in ten locations in India between November 1999 and February 2000. Including income as a covariate, MANCOVA was performed to determine how innovators/early adopters and non‐innovators differed in their attitudes about new food purchases. The findings revealed some important characteristics of food innovators/early adopters: they tend to be opinion leaders, seek variety in food types and brands, and are more responsive to sales promotions and advertisements. Food prices are relatively important to both consumer groups. Marketing implications for food businesses are discussed.
TL;DR: In this article, the authors tested the relationship between cultural values and advertising message strategies employed in service advertising using the affective response approach, rather than content analysis, and found that Hong Kong advertisers use significantly more transformational messages than in US services advertising.
Abstract: Differences in cultural values may result in perceptual differences and thus necessitate the use of different advertising message strategies in different cultures. This paper tests the relationship between cultural values and advertising message strategies employed in service advertising using the affective response approach, rather than content analysis. The results show that Hong Kong advertisers use significantly more transformational messages than in US services advertising. Advertising message strategies and cultural values often relate in a non‐random way. Informational message strategy and realistic culture are found to be strongly associated. When societies are more materialistic, advertisers are more likely to use transformational messages due to the high correlation between materialism and brand image. The result also shows that masculine culture, and cultures with long‐term orientation, idealism or low individualism are more likely to adopt transformational message strategy.
TL;DR: In this article, the authors make the case that new technologies are acting as internal agents of change, forcing firms to adapt to new processes, which in turn are disrupting existing hierarchies.
Abstract: Marketing practice is increasingly being affected by new technologies, creating opportunities and threats for marketing practitioners. Much of the literature has concentrated on effects external to the firm such as the Internet's impact on market structure, or new business paradigms. However, the research reported on here highlights how new technologies are acting as internal agents of change, forcing firms to adapt to new processes, which in turn are disrupting existing hierarchies. The paper makes the case that this disruption will create opportunities for marketers, who have hitherto failed to be seen as key players at board level. It has been argued that marketing's focus needs to move to internal management and facilitation in order to enable enterprise‐wide market orientation to emerge as the dominant ethos of the firm. The respondents’ often blunt views on marketers’ abilities to lead this change are reported, making rather sombre reading for the profession. A number of possible routes were explored through which marketers could address these weaknesses, improve their influence within the firm, and capitalise on the internal disruption caused by new technology.
TL;DR: In this paper, a survey of 515 professional sales representatives located in Pittsburgh, PA area firms that were chosen based on relatively large size and established reputations in the area were asked to respond to a number of questions concerning sales training and related sales experience.
Abstract: The primary focus of this project is to see if emotional intelligence and awareness training should be introduced into sales training programs and to see if emotional intelligence training is necessary for success in the sales profession. A recent survey of 515 professional sales representatives located in Pittsburgh, PA area firms that were chosen based on relatively large size and established reputations in the area were asked to respond to a number of questions concerning sales training and related sales experience. Factor analysis results with industry type, insurance and financial type, as an example discovered four categories of data reduction: component 1 related to emotional intelligence (identifying personality types, presentation skills, controlling one's emotions, and adaptability to change) variables, component 2 was associated with experience (years of managerial experience and years of sales experience), component 3 for people skills (sales concepts and procedures and listening skills), and component 4 dealt with technical skills (writing skills and computer competencies). Not surprisingly, communication skills, negotiating skills, emotional intelligence, and presentation skills, and the need to differentiate personality types were found to be very important to the sales practitioners. Equally not surprising that they found their professional stressful and the relevance of college course in sales with somewhat mixed reviews.
TL;DR: In this article, the authors report a study of e-business adoption among SMEs in the knowledge intensive service sector in three countries, the results of which contain a number of practical lessons and some much needed encouragement to laggards.
Abstract: This article reports a study of e‐business adoption among SMEs in the knowledge‐intensive service sector in three countries, the results of which contain a number of practical lessons and some much needed encouragement to laggards The new spatial possibilities of internet‐based technologies provide a powerful route to innovative marketing strategies Consequently, organisations of all sizes are finding it necessary to establish a web presence to increase their ability to survive in an increasingly dynamic and competitive business environment Strategically, firms need to be creative and innovative in order to deal effectively with the e‐marketing opportunities the internet can deliver The findings of a comparative study conducted in Northern Ireland, the Republic of Ireland and New Zealand provide evidence of primitive and localised exploitation of the technology, a general lack of enthusiasm about its possibilities, and a perception that there are many barriers to successfully adding value at the customer interface It is hoped that the somewhat pessimistic tone of the analysis will be taken as an opportunity to win competitive advantage in the knowledge‐intensive service sector, rather than a reason to postpone adoption of internet‐enabled technology