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
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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: The service-profit chain puts hard values on soft measures, helping managers quantify their investments in people and then integrate those measures into a comprehensive service picture as discussed by the authors, which can be used to evaluate the performance of service organizations.
Abstract: Outstanding service organizations focus on customers and frontline workers The service-profit chain puts hard values on soft measures, helping managers quantify their investments in people and then integrate those measures into a comprehensive service picture
3,902 citations
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06 Sep 2000
TL;DR: In this paper, the authors present the Six Rules of Service Management and the six principles of service management for managing relationships in a market-oriented organization: Structure, Resources and Service Processes.
Abstract: The Service and Relationship Imperative: Managing In Service Competition. Managing Customer Relationships: An Alternative Paradigm in Management and Marketing. The Nature of Services and Service Consumption, and its Marketing Consequences. Service and Relationship Quality. Quality Management in Services. Return on Service and Relationships. Managing the Augmented Service Offering. Principles of Service Management. Managing Service Productivity. Managing Marketing or Market--oriented Management. Managing Total Integrated Marketing Communication. Managing Brand Relationships and Image. Market--oriented Organization: Structure, Resources and Service Processes. Managing Internal Marketing: A Prerequisite for Successfully Managing Customer Relationships. Managing Service Culture: The Internal Service Imperative. Conclusions: Managing Relationships and the Six Rules of Service. Index.
2,460 citations
TL;DR: In this article, the authors offer their personal interpretations as participant-observvers together with a data-based analysis of the evolution of the services marketing literature and discuss how the literature has evolved from the early services-marketing-is-different debate to the maturation of specific topics (e.g., service quality, service encounters).
978 citations
Journal Article•
TL;DR: To prevent its premature death, marketers need to take the time to figure out how and why they are undermining their own best efforts, as well as how they can get things back on track.
Abstract: Relationship marketing is in vogue. And why not? The new, increasingly efficient ways that companies have of understanding and responding to customers' needs and preferences seemingly allow them to build more meaningful connections with consumers than ever before. These connections promise to benefit the bottom line by reducing costs and increasing revenue. Unfortunately, a close look suggests that the relationships between companies and customers are troubled ones, at best. Companies may delight in learning more about their customers and in being able to provide features and services to please every possible palate. But customers delight in neither. In fact, customer satisfaction rates in the United States are at an all-time low, while complaints, boycotts, and other expressions of consumer discontent are on the rise. This mounting wave of unhappiness has yet to reach the bottom line. Sooner or later, however, corporate performance will suffer unless relationship marketing becomes what it is supposed to be--the epitome of customer orientation. Ironically, the very things that marketers are doing to build relationships with customers are often the things that are destroying those relationships. Relationship marketing is powerful in theory but troubled in practice. To prevent its premature death, marketers need to take the time to figure out how and why they are undermining their own best efforts, as well as how they can get things back on track.
775 citations