Journal of Business & Industrial Marketing: Volume 2 Issue 3

CORPORATE CULTURE: A STRATEGY TO ENTER ENTRENCHED MARKETS

Agnes Pauline Olszewski, Hubert D. Hennessey, Philip Harris Monchar, Arthur Boudin

This research illustrates a methodology to segment industrial markets on the basis of corporate culture. The consumer marketing segmentation technique based on psychological…

POST‐SHIPMENT SERVICES: TURNING CUSTOMER COMPLAINTS INTO ASSETS

Ernest F. Cooke

A major area of customer complaints involves warranty and nonwarranty repairs for industrial durables (capital goods). A customer‐oriented approach is necessary to solve these…

USING INTERNAL MARKETING TO DEVELOP A NEW CULTURE—THE CASE OF ERICSSON QUALITY

Evert Gummesson

Can internal marketing be used in changing a corporate culture? Can approaches and know‐how developed in services marketing be of help to an industrial firm producing and…

UNDERSTANDING THE DIFFERENCES AND SIMILARITIES BETWEEN SERVICES AND PRODUCTS TO EXPLOIT YOUR COMPETITIVE ADVANTAGE

Thomas J. Fitzgerald

Although marketing functions are basically the same for services and products, there is a significant difference in the organization and implementation for exploiting a…

MARKETING PRESCIENCE: PICKING THE RIGHT HORSE

Donald R. Melville

The point of marketing prescience is to predict what customers may want in the future so that you can tailor your products or services to their future needs. The key to marketing…

QUALITATIVE INSIGHTS INTO COMPANY EXPERIENCES IN INTERNATIONAL MARKETING RESEARCH

S. Tamer Cavusgil

Relying upon personal interviews with 70 companies, this article offers some conclusions on the nature and scope of international marketing research activities. Specifically, the…

TOWARD MORE REALISTIC FORECASTS FOR HIGH‐TECHNOLOGY PRODUCTS

David R. Wheeler, Charles J. Shelley

Forecasts of demand for innovative, high‐technology products in the 1980s have usually erred on the high side, often by as much as 50 percent or more. Business decisions based on…

ORGANIZING FOR GLOBAL IDENTITY

Maureen F. Hartigan

Organizing a communications function for a “global” company and focusing its marketing image offer rare opportunities and challenges. Yet it is possible to do so, and to do it…