Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Article Type: Editorial From: Journal of Consumer Marketing, Volume 25, Issue 3.
As much as a consumer-oriented company would like to think, no matter how much effort may be expended in order to finely tune a marketing strategy to attract (and retain) consumers, the final decision rests with how the consumer not only perceives the product and/or company, but also how well the consumer is able to comprehend the message that they receive. Information to a consumer is of paramount importance. This is especially true in today’s digital global society, where information (either positive or negative) is quickly disseminated. A company that is successful in the marketplace today has the flexibility not only to change how it approaches the marketplace, but also in its willingness to be more creative in how it communicates with it’s consumers, so as to maintain its competitive advantage. This is the reality of doing business in the twenty-first century.
Pitta, Wood and Franzak explore the role of and the management of creative individuals in organizations. The authors examine the idea that companies need the proper organizational structure to succeed. Companies that have a high level of market orientation may be viewed as finely trained athletes who study game films of their competitors and know their customers well.
d’Astous and Mathieu examine the idea that changing consumers’ attitudes, as it concerns fairly traded products, may not be the best strategy to bring consumers to purchase these products. The author’s research indicates that marketing managers involved in the marketing of fairly traded products who communicate with potential buyers using concrete messages should make sure that consumers are attentive to their messages. Such messages should inform consumers that fairly traded products are purchased by relevant others.
Powell examines the concept of organizational creativity within the context of creative organizations and their relationships with those who consume their output. The author uncovers issues of relevance to both owners and marketing managers relating to social control and creativity, concerning such tasks as leadership, motivation, evaluation, feedback, risk and so forth. The author then identifies some of the possible barriers to achieving full potential between the main stakeholder groups during long-term creative projects.
Lysonski and Durvasula examine the present state of illegally downloading music and how ethical orientation and attitudes toward MP3 piracy impact such activities. The authors reveal that appeals to ethics or guilt are not likely to deter illegal downloading measurably. The use of punishment for downloader’s may have a short-term effect and that more positive measure are required.
In this issue you will also find our case study section, as well as our other sections - Misplaced marketing, Book reviews, Computer currency and Internet currency.
Richard C. Leventhal