The Rhetoric and Reality of Marketing
14 Apr 2003-pp 106-119
About: The article was published on 2003-04-14. It has received 12 citations till now. The article focuses on the topics: Rhetoric.
Citations
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TL;DR: In this article, a rating scale Rasch model is used to place the multinational companies' attitude towards standardisation and adaptation on a linear continuum, and the relationship between the adaptation and standardisation variable against other variables is investigated.
Abstract: Purpose – The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons influencing multinational companies' tactical (7Ps – marketing mix) behaviour towards it, and finally presents the underlying managerial implications of the results.Design/methodology/approach – A rating scale Rasch model is used in order to place the multinational companies' attitude towards standardisation and adaptation on a linear continuum. Structural equation modelling is subsequently used in order to investigate the relationship between the adaptation and standardisation variable against other variables. An extensive literature review is also undertaken to provide the theoretical foundation.Findings – The paper corroborates the findings of past research by placing multinational companies on a linear continuum; by identifying their overall attitude towards adaptation/standardization; and by describing the relations...
163 citations
TL;DR: This new attempt crystallizes out key findings and valuable information of PPPs research, which can consolidate and broaden the bibliometric findings of previous P PPs literature studies and act as a guidance for analyzing the knowledge base of other research fields.
Abstract: Studies around public–private partnerships (PPPs) have shaped a complex and colorful research field. A series of review studies have been performed to explore the knowledge base of this field. Despite their significant contributions, bibliometric research on the PPPs literature is still needed to capture more comprehensive, diverse and detailed information in this area from a holistic perspective, for reducing subjectivity and one-sidedness. Under this situation, this paper continues the bibliometric journey by conducting a comprehensive metrological and content analysis of the PPPs research field. By applying a newly developed Bibliometrix R-package tool, the overview of PPPs research is presented via metrological analysis using a series of indexes. The intellectual structure of this domain is then explored via content analysis using the methods of keywords analysis and citation analysis from both static and dynamic perspectives. Consequently, the panoramic view including the overview, pivotal points of topics, thematic evolution and research focuses of this domain are depicted visually and intuitively via a set of science maps. This new attempt crystallizes out key findings and valuable information of PPPs research, which can consolidate and broaden the bibliometric findings of previous PPPs literature studies and act as a guidance for analyzing the knowledge base of other research fields.
43 citations
Additional excerpts
...2009; Wettenhall 2003)....
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Journal Article•
TL;DR: In this paper, the authors investigate levels of adaptation and standardisation in international marketing tactics, and examine whether multinational companies are adapting or standardising their marketing mix elements in international markets, based on empirical research with some of the largest UK-based multinational companies.
Abstract: This paper investigates levels of adaptation and standardisation in international marketing tactics, and examines whether multinational companies are adapting or standardising their marketing mix elements in international markets. It is based on empirical research with some of the largest UK-based multinational companies. The research shows that both adaptation and standardisation are used at the same time within the respondent group. Levels of integration are dependent upon consideration of the relationship between the rationale for internationalisation and elements identified, and an understanding of how these are affected by a number of factors (one of them being Entry Methods, the factor under consideration here).
30 citations
TL;DR: The authors reviewed the debate on the causes and potential solutions to growing obesity and whether there is a proven correlation with advertising, particularly among children, and found that while advertising does present a problem in relation to food selection choice, many other issues such as peer pressure, quality of life, in-school food services, nearby retail outlets and social class criteria, exacerbate the problem.
Abstract: This paper reviews the debate on the causes and potential solutions to growing obesity and whether there is a proven correlation with advertising, particularly among children. The paper first considers this debate from the context of the burgeoning literature on this topic. The findings from an empirical study with parents of primary‐age children in New Zealand are then presented. However, any kind of proposed relationship between obesity and advertising tends to be as much emotive as evidential, with for‐and‐against camps lined up to defend entrenched positions. However, it does seem fair to argue that, while advertising does present a problem in relation to food selection choice, many other issues, such as peer pressure, quality of life, in‐school food services, nearby retail outlets and social class criteria, exacerbate the problem. Thus, easy solutions based on insufficient evidence that have failed to substantiate causal effects between advertising (ostensibly) directed at children and nutrition can ...
30 citations
TL;DR: In this paper, the authors examine the ways in which global HRM rhetoric meets Portuguese reality and find that the gap between rhetoric and reality is not a specific human resource management (HRM) feature, the disconnection between discourse and action seems to have reached unusual stages.
Abstract: Although the gap between rhetoric and reality is not a specific human resource management (HRM) feature, the disconnection between discourse and action seems to have reached unusual stages in this case. Not much is known about HRM in Portugal, but it is clear that Portuguese academics and practitioners have extensively adopted the global HRM rhetoric. With an environment apparently unfavorable to the HRM normative model, this paper examines the ways in which global HRM rhetoric meets Portuguese reality.
14 citations
References
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TL;DR: In this article, the authors discuss the uses of literature and open coding techniques for enhancing theoretical sensitivity of theoretical studies, and give guidelines for judging a grounded theory study.
Abstract: Introduction Getting Started Theoretical Sensitivity The Uses of Literature Open Coding Techniques for Enhancing Theoretical Sensitivity Axial Coding Selective Coding Process The Conditional Matrix Theoretical Sampling Memos and Diagrams Writing Theses and Monographs, and Giving Talks about Your Research Criteria for Judging a Grounded Theory Study
28,999 citations
20,446 citations
TL;DR: The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept as mentioned in this paper, and the authors synthesize extant knowledge on the subject and pro-pose a knowledge-based approach.
Abstract: The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and pro...
7,539 citations
Book•
01 Jan 2000
TL;DR: In this paper, the authors discuss the critical role of marketing in organizations and society, and propose a set of strategies for the global marketplace, including direct marketing, sales-promotion, and public-relations.
Abstract: I. UNDERSTANDING MARKETING MANAGEMENT. 1. Understanding the Critical Role of Marketing in Organizations and Society. 2. Building Customer Satisfaction Through Quality, Service, and Value. 3. Laying the Groundwork Through Market-Oriented Strategic Planning. 4. Managing the Marketing Process and Marketing Planning. II. ANALYZING MARKETING OPPORTUNITIES. 5. Marketing Information Systems and Marketing Research. 6. Analyzing the Marketing Environment. 7. Analyzing Consumer Markets and Buyer Behavior. 8. Analyzing Business Markets and Business Buying Behavior. 9. Analyzing Industries and Competitors. III. RESEARCHING AND SELECTING TARGET MARKETS. 10. Measuring and Forecasting Market Demand. 11. Identifying Market Segments and Selecting Target Markets. IV. DEVELOPING MARKETING STRATEGIES. 12. Differentiating and Positioning the Market Offer. 13. Developing, Testing, and Launching New Products and Services. 14. Managing Product Life Cycles and Strategies. 15. Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers. 16. Designing Strategies for the Global Marketplace. V. PLANNING MARKETING PROGRAMS. 17. Managing Products Lines, Brands, and Packaging. 18. Managing Service Businesses and Ancillary Services. 19. Designing Pricing Strategies and Programs. 20. Selecting and Managing Marketing Channels. 21. Managing Retailing, Wholesaling, and Physical-Distribution Systems. 22. Designing Communication and Promotion-Mix Strategies. 23. Designing Effective Advertising Programs. 24. Designing Direct-Marketing, Sales-Promotion, and Public- Relations Programs. 25. Managing the Salesforce. VI. ORGANIZING, IMPLEMENTING, AND CONTROLLING MARKETING EFFORT. 26. Organizing and Implementing Marketing Programs. 27. Evaluating and Controlling Marketing Performance. Author Index. Company/Brand Index. Subject Index.
6,997 citations
TL;DR: In this article, a service quality model based on test of a sample of business executives, which describes how the quality of services is perceived by customers, is proposed, in which functional quality is seen to be a very important dimension of a perceived service.
Abstract: Proposes to develop a service quality model, based on test of a sample of business executives, which describes how the quality of services is perceived by customers. Looks at its marketing implications, in which functional quality is seen to be a very important dimension of a perceived service. Concludes that quality dimensions are interrelated and that the importance of image should be recognised.
6,179 citations