Showing papers on "Marketing strategy published in 2011"
TL;DR: In this article, the actor-to-actor (A2A) model of B2B marketing is extended to a general theory of the market, informed by the marketing sub-disciplines, marketing practices, and disciplines external to marketing.
1,285 citations
TL;DR: In this paper, the authors argue that market heterogeneity, sociopolitical governance, chronic shortage of resources, unbranded competition, and inadequate infrastructure will require us to rethink the core assumptions of marketing, such as market orientation, market segmentation, and differential advantage.
Abstract: The core idea of this article is that five key characteristics—market heterogeneity, sociopolitical governance, chronic shortage of resources, unbranded competition, and inadequate infrastructure—of emerging markets are radically different from the traditional industrialized capitalist society, and they will require us to rethink the core assumptions of marketing, such as market orientation, market segmentation, and differential advantage. To accommodate these characteristics, we must rethink the marketing perspective (e.g., from differential advantage to market aggregation and standardization) and the core guiding strategy concepts (e.g., from market orientation to market development). Similarly, we must rethink issues of public policy (e.g., from compliance and crisis driven to purpose driven) and the marketing practice (e.g., from glocalization to fusion marketing).
878 citations
TL;DR: In this paper, the authors propose three adaptive marketing capabilities: Vigilant market learning, adaptive market experimentation and open marketing, which can be used to bridge the widening gap between the accelerating complexity of their markets and the limited ability of their organizations to respond.
Abstract: Marketers are being challenged by a deluge of data that is well beyond the capacity of their organizations to comprehend and use. Their strategies are not keeping up with the disruptive effects of technology-empowered customers; the proliferation of media, channel, and customer contact points; or the possibilities for microsegmentation. Closing the widening gap between the accelerating complexity of their markets and the limited ability of their organizations to respond demands new thinking about marketing capabilities. Three adaptive capabilities are needed: (1) Vigilant market learning that enhances deep market insights with an advance warning system to anticipate market changes and unmet needs, (2) adaptive market experimentation that continuously learns from experiments, and (3) open marketing that forges relationships with those at the forefront of new media and social networking technologies and mobilizes the skills of current partners. The benefits of these adaptive capabilities will only ...
794 citations
TL;DR: In this article, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly efforts of a firm, and the inter-connected nature of the core business disciplines of marketing, management (both strategy and human resources), and operations are examined as controllable functions within an organization from which strategies can be enacted to affect a firm's stakeholders.
Abstract: As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of “green” as a marketing strategy. Through an integration of the marketing, management, and operations literatures, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly efforts of a firm. Specifically, the inter-connected nature of the core business disciplines of marketing, management (both strategy and human resources), and operations are examined as controllable functions within an organization from which strategies can be enacted to affect a firm’s stakeholders. The prior research in these areas is examined to identify potential research opportunities in marketing while also offering a series of representative research questions that can help guide future research in marketing.
555 citations
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TL;DR: In this article, the authors explore the emergent cultural landscape of open source branding and identify marketing strategies directed at the hunt for consumer engagement on the People's Web, and discuss how Web-based power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump long-term icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns.
535 citations
TL;DR: In this paper, the authors focus on the internal process through which market orientation influences performance in export markets, and develop a model of market orientation-marketing capabilities-competitive advantages-performance relationships.
Abstract: Our study focuses on the internal process through which market orientation influences performance in export markets, and develops a model of market orientation–marketing capabilities–competitive advantages–performance relationships. Using survey data of 491 export ventures based in China, we find that marketing capabilities mediate the market orientation–performance relationship, while competitive advantages partially mediate the marketing capabilities–performance relationship. Moreover, coordination mechanism strengthens, and cost leadership strategy weakens, the effects of market orientation on new product development and marketing communication capabilities, respectively. Market turbulence attenuates the effect of market orientation on new product development capability while competitive intensity strengthens this effect.
493 citations
TL;DR: In this paper, the authors discuss why the three groups above have had difficulties in embracing environmental issues, thus impeding real transformative green marketing from occurring, and propose to look for new ways of calculating and communicating value that integrates environmental value.
307 citations
TL;DR: In this paper, the authors developed a market-oriented sustainability framework that incorporates sustainability into market orientation, and the goal of strategic alignment of sustainability with marketing strategies is achieved to create a competitive advantage.
Abstract: Utilizing Resource-Advantage Theory as the underlying theoretical foundation and drawing on literature from a variety of disciplines, we develop a market-oriented sustainability framework. By incorporating sustainability into market orientation, the goal of strategic alignment of sustainability with marketing strategies is achieved to create a competitive advantage. Three constructs identified in the model are DNA, stakeholder involvement, and performance management. These three constructs are the drivers of sustainability. DNA is used as an extended metaphor to clarify and illustrate the workings of an organization and how sustainability may be implemented. This construct includes core ideology, dynamic capabilities, and societal engagement. The firm’s DNA is communicated to both internal and external stakeholders, and stakeholders’ concerns should be an influence on strategic marketing planning. Performance management is the third major construct in the model and includes corporate social performance and corporate financial performance metrics. Within the model explication, we offer propositions to support market-oriented sustainability research and provide directions for sustainability theory, research, and practice.
302 citations
TL;DR: This paper investigated whether ambidexterity in marketing exploration and exploitation exists and found that firms cannot do both at high levels without risking a negative impact on customer-focused marketing capabilities.
Abstract: Evidence within the marketing literature has shown that marketing capabilities are important drivers of firm performance. However, very little is known about how firms improve their marketing capabilities via the embedding of new market knowledge. Organizational learning theory provides us with a theoretical lens through which we can examine how existing customer-focused marketing capabilities may be improved and new customer-focused marketing capabilities may be created via marketing exploitation and exploration capabilities. In addition, this study investigates whether ambidexterity in marketing exploration and exploitation exists and finds that firms cannot do both at high levels without risking a negative impact on customer-focused marketing capabilities. This study also presents findings demonstrating how improving the two customer-focused marketing capabilities in our study, brand management and customer relationship management, impacts objective financial performance.
297 citations
TL;DR: In this article, a study of 367 SME Australian firms reveals that two key marketing capabilities, namely branding and innovation, have major performance outcomes in the SME B2B context, with innovation capability the strongest determinant of SME performance.
295 citations
TL;DR: In this paper, the authors investigated consumer adoption and non-adoption of a high involvement eco-innovation (the alternative fuel vehicle, AFV) and found that adopters differ on norms, attitudes, novelty seeking and on how innovation attributes are perceived.
Abstract: For business and environmental reasons, increased understanding of green consumer behavior is essential. This paper addresses consumer adoption and non-adoption of a high involvement eco-innovation (the alternative fuel vehicle, AFV). The purpose is to integrate two research streams to explore factors driving and hindering adoption. The factors are rooted in environmental psychology research and the diffusion of innovation literature. Survey results on Swedish car owners are reported. The results indicate that adopters and non-adopters differ on norms, attitudes, novelty seeking and on how innovation attributes are perceived. Furthermore, the results show that the groups rank car attributes such as fuel consumption and carbon dioxide emissions differently. The main contribution of the paper is the integration of norms and attitudes together with consumer adoption factors in analyzing green consumer behavior in relation to a high involvement product. The implications for business and marketing strategy and for environmental policy are discussed. Copyright © 2010 John Wiley & Sons, Ltd and ERP Environment.
TL;DR: In this paper, a conceptual model using Hofstede's cultural dimensions and technology acceptance model 3 is presented to examine the cultural influence on social networking and its influence on purchase intention.
TL;DR: In this article, the authors propose a conceptual model for entrepreneurial marketing that identifies the components of such a model, together with specific indications of the overlap between scales in different areas, and argue that marketing in SMEs is intertwined with other activities and behaviours in the small business enterprise.
Abstract: This article proposes further development of the concept of entrepreneurial marketing towards the concept of entrepreneurial marketing orientation. Drawing on the earlier research and scales in the entrepreneurial orientation, market orientation, innovation orientation and customer orientation literatures, the article proposes a conceptual model for entrepreneurial marketing that identifies the components of such a model, together with specific indications of the overlap between scales in the different areas. This model implicitly suggests that marketing in SMEs is intertwined with other activities and behaviours in the small business enterprise, and argues that in order to understand marketing in SMEs it is essential to understand its context, specifically in relation to customer engagement, innovation and entrepreneurial approaches to marketing.
TL;DR: In this paper, an integration of views about social marketing is proposed that is focused on the core roles of audience benefits; analysis of behavioral determinants, context and consequences; the use of positioning, brand and personality in marketing strategy development; and use of the four elements of the marketing mix to tailor offerings, realign prices, increase access and opportunities; and communicate these in an evolving media environment.
Abstract: Purpose – Social marketing has evolved differently in the developing and developed worlds, at times leading to different emphases on what social marketing thought and practice entail. This paper aims to document what those differences have been and provide an integrative framework to guide social marketers in working with significant social and health issues.Design/methodology/approach – An integration of views about social marketing is proposed that is focused on the core roles of audience benefits; analysis of behavioral determinants, context and consequences; the use of positioning, brand and personality in marketing strategy development; and use of the four elements of the marketing mix to tailor offerings, realign prices, increase access and opportunities; and communicate these in an evolving media environment.Findings – Ideas about branding and positioning, core strategic social marketing concerns, have been better understood and practiced in developing country settings. Social marketing in developi...
TL;DR: In this article, the authors examined how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing, and concluded that green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice.
Abstract: This article examines how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing. Green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice. Social marketing involves using the power of marketing to encourage sustainable behaviour among individuals, businesses and decision makers while also assessing the impact of current commercial marketing on sustainability. This links into the critical marketing paradigm which entails analyses of marketing theory, principles and techniques using a critical theory based approach. This analysis can help to guide regulation and control, development of marketing theory and practice, and to challenge the dominant institutions associated with marketing and the capitalist system, encouraging a marketing system in which sust...
TL;DR: In this article, a new social marketing model was proposed to remove upstream causes of target social problems, and a model was developed to guide social marketing strategic planning to improve program outcomes.
Abstract: Purpose – The reason for this paper is to better understand why many social marketing campaigns produce poor results and to propose a model to guide social marketing strategic planning to improve program outcomes.Design/methodology/approach – This is a conceptual paper which discusses a new social marketing model to remove upstream causes of target social problems.Findings – It appears that social marketing planning may be limited by over‐reliance on commercial marketing tactics and an over‐emphasis on individual behavior change. Finding upstream sources of social problems is a first step. However, social marketers must be willing to employ tactics to ameliorate structural, upstream causes of social problems.Research limitations/implications – The social marketing field needs to further its developmental progress by reducing its use of commercial marketing concepts and increasing its use of concepts from other fields like public health, political science, and social movements.Practical implications – Prac...
TL;DR: In this paper, the authors integrate research on marketing activities, the entrepreneurship process, and institutional theory to examine differences in marketing and entrepreneurship activities across institutional contexts, and examine how entrepreneurship leads to innovation directed toward market orientation and marketing mix activities.
Abstract: Marketing and entrepreneurship have long been recognized as two key responsibilities of the firm. Despite their tight integration in practice, marketing and entrepreneurship as domains of scholarly inquiry have largely progressed within their respective disciplinary boundaries with minimal cross-disciplinary fertilization. Furthermore, although firms increasingly undertake their marketing and entrepreneurial activities across diverse settings, academe has provided little insight into how changes in the institutional environment may substantially alter the processes and outcomes of these undertakings. Herein, we integrate research on marketing activities, the entrepreneurship process, and institutional theory in an effort to address this gap. We first discuss market orientation as enhancing a firm’s opportunity recognition and innovation, whereas marketing mix decisions enhance opportunity exploitation. We then examine how entrepreneurship leads to innovation directed toward market orientation and marketing mix activities. Based on this foundation, we examine differences in marketing and entrepreneurship activities across institutional contexts.
TL;DR: In this paper, the authors investigate whether firms spend less money via social media to realize their marketing strategies comparing with traditional media as well as the importance of social media for the marketing area.
TL;DR: In this article, the authors argue that an S-D grounded logic is especially useful in a highly networked world and that it is critical for enterprises to realize and operate as if marketing is no longer simply a separate business function but also a general management responsibility within a broad network enterprise where the interests of many stakeholders need to be unified with the customer and the enterprise.
Abstract: Marketing thought and practice is continuing its evolution from a largely goods-dominant logic to a service-dominant (S-D) logic. The authors argue that an S-D grounded logic is especially useful in a highly networked world. In a network world and organization, it is critical for enterprises to realize and operate as if marketing is no longer simply a separate business function but also a general management responsibility within a broad network enterprise where the interests of many stakeholders need to be unified with the customer and the enterprise. Furthermore, a value cocreation concept of strategy becomes increasingly relevant because it views value as not created by the business but by customers as they integrate resources. Importantly this includes firm-supplied resources, as well as other resources at the customer’s disposal in order to improve their well-being by helping them develop or codevelop solutions to problems. Consistent with the S-D logic of marketing, the firm has to think not about op...
TL;DR: In this article, the authors examine the performance implications of integrating information technology with marketing capabilities and other firm-level resources and empirically test a model that conceptualizes e-Marketing as the integration of complementary technology, business and human resources that, when combined, positively influence firm performance.
TL;DR: In this paper, the authors provide an empirical test of a model based on equity theory and previous findings regarding psychological engagement to predict whether customers are willing to engage in different relational tactics offered by firms, measured by a formative, actionable Relationship Program Receptiveness (RPR) Index.
TL;DR: An explorative model using partial least squares (PLS) path modeling is proposed and a number of hypotheses are tested, which integrate TAM related theories with additional imperative constructs such as marketing effort, security and trust to facilitate understanding with regard to adoption of SaaS solutions.
Abstract: Among several types of ''cloud services'', the Software as a Service (SaaS) solution is promising. The Technology Acceptance Model (TAM) and its modified versions have been popularly utilized for examining how users come to accept a new technology, but have not yet been employed to handle issues regarding SaaS adoption. This paper attempts to develop an explorative model that examines important factors affecting SaaS adoption, in order to facilitate understanding with regard to adoption of SaaS solutions. An explorative model using partial least squares (PLS) path modeling is proposed and a number of hypotheses are tested, which integrate TAM related theories with additional imperative constructs such as marketing effort, security and trust. Thus, the findings of this study can not only help enterprise users gain insights into SaaS adoption, but also help SaaS providers obtain inspiration in their efforts to discover more effective courses of action for improving both new product development and marketing strategy.
TL;DR: In this article, the authors examined case studies of forty seven B2B firms and identified key marketing capabilities that tie to innovation-based sustainability strategies, sustainable consumption behavior and firm performance.
TL;DR: In this paper, the authors highlight some existing, but primarily new, possibilities for a complex success measurement in place marketing, referring to the extant literature on place marketing and the general field of marketing.
Abstract: As the competition between them increases, cities focus more and more on establishing themselves as brands. Consequently, cities invest an extensive amount of taxpayers’ money into their marketing activities. Unfortunately, cities still lack a proper success measurement, which has raised questions regarding the efficient and effective use of taxpayers’ money. With this contribution, we want to highlight some existing, but primarily new, possibilities for a complex success measurement in place marketing, referring to the extant literature on place marketing and the general field of marketing. Therefore, we strive to translate different concepts such as customer equity or customer satisfaction into the lexicon of place marketing, thus identifying empirical gaps for further research, as well as existing fruitful approaches.
TL;DR: In this article, the authors describe the need for a fundamental change in the teaching of marketing in today's environment, perform a curriculum audit of existing digital marketing initiatives, and then details a new curriculum reflective of the marketing in a digital age and an approach to implement it.
Abstract: The rapidly emerging digital economy is challenging the relevance of existing marketing practices, and a radical redesign of the marketing curriculum consistent with the emerging student and business needs of the 21st century is required. To remain relevant to our students and to the ultimate consumers of our output, businesses, the marketing curriculum must evolve with both the changing technological environment and the way marketing is perceived by its own academic architects. After an overview of recent marketing trends, this article describes the need for a fundamental change in the teaching of marketing in today’s environment, performs a curriculum audit of existing digital marketing initiatives, and then details a new curriculum reflective of marketing in a digital age and an approach to implement it. Finally, the new major is discussed in the context of specific challenges associated with the new age of marketing. The approach developed here provides other universities a target to serve as one meas...
TL;DR: In this article, the integration of the environmental values within the firm's internal culture determines the effect of green strategies on performance, and they also reveal that environmentally oriented firms are more likely to achieve a superior operational and marketing performance from environmental practices.
Abstract: Following the natural-resource-based view of the company, this study analyses how green marketing strategy influences different dimensions of organizational performance In this task, it also studies how the integration of the environmental values within the firm's internal culture determines the effect of green strategies on performance To meet these aims, the present research collects data from 361 manufacturing firms of a European country Structural equation modelling with EQS software was the method applied to analyse the information The findings indicate that green marketing strategy led firms to improve their profitability by optimizing marketing performance and reducing costs However, dimensions of organizational results, like process performance, are not positively related to economic success They also reveal that environmentally oriented firms are more likely to achieve a superior operational and marketing performance from environmental practices
TL;DR: In this article, the authors suggest how changes in the incentive and reward systems for marketing academics, marketing practitioners, and marketing intermediaries can bring about adoption and implementation improvements that would be mutually beneficial, bridging the academic and practical divide.
Abstract: The marketing decision models field has produced many striking developments that have had a dramatic impact on practice. However, the field has produced orders of magnitude more developments that have received minimal use. In this article, the author notes the many successful marketing model developments but then considers the relatively low level of practical use (trial or adoption) and questions why that is the case. He then suggests how changes in the incentive and reward systems for marketing academics, marketing practitioners, and marketing intermediaries can bring about adoption and implementation improvements that would be mutually beneficial, bridging the academic–practitioner divide. The author also outlines a program of research in the area of the adoption and use of marketing decision models that will provide guidance on what to develop and how to get those developments adopted.
TL;DR: In this paper, the authors consider marketing and its relevance to entrepreneurs and small to medium-sized enterprises (SMEs), and how entrepreneurs and SMEs owner/managers adapt and use marketing for their specific requirements during the life of an enterprise.
Abstract: Purpose – The purpose of this paper is to consider marketing and its relevance to entrepreneurs and small to medium‐sized enterprises (SMEs), and how entrepreneurs and SMEs owner/managers adapt and use marketing for their specific requirements during the life of an enterprise. Initially, the paper will give some background to the subject, including how entrepreneurs and SMEs owner/managers are defined and their value to the economy.Design/methodology/approach – The discussion draws from the academic literature and from experience of working with entrepreneurs and SMEs over a number of years. The background characteristics and frameworks of entrepreneurial and SMEs marketing are considered, with emphasis on a pragmatic approach, to try to understand how entrepreneurs and SMEs actually “do” business.Findings – The main body of the paper focuses on the nature of entrepreneurial marketing typically used by SMEs. The key themes of the discussion are how entrepreneurs and SME owner/managers adapt standard marke...
TL;DR: In this article, the authors provide an integrative understanding of corporate social responsibility (CSR) from a corporate marketing perspective, highlighting the critical role of CSR in effective corporate marketing strategies.
Abstract: Purpose – The main goal of this paper is to provide an integrative understanding of corporate social responsibility (CSR) from a corporate marketing perspective, highlighting the critical role of CSR in effective corporate marketing strategies.Design/methodology/approach – The paper is conceptual and draws on the social identification, organisational identity and corporate marketing literatures from the European and US schools of thought.Findings – The paper integrates and builds on extant thinking in corporate marketing and CSR to provide an identity‐based conceptualization of CSR. Based on this, it positions CSR as an optimal managerial tool for promoting alignment between multiple corporate identities (e.g. internal, external), which ultimately leads to key benefits for the company.Originality/value – The paper is the first to highlight the unique role of CSR in being able to align multiple corporate identities. Furthermore, the paper threads together diverse perspectives on corporate identity and mark...