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This paper examines the relationship between marketing automation emergence and the marketers' use of heuristics in their decision-making processes. Heuristics play a role for the integration of human decision-making models and automation in augmentation processes, particularly in marketing where automation is widespread.

This study analyzes qualitative data about the impact of marketing automation on the scope of heuristics in decision-making models, and it is based on evidence collected from interviews with twenty-two experienced marketers.

Marketers make extensive use of heuristics to manage their tasks. While the adoption of new automatic marketing tools modify the task environment and field of use of traditional decision-making models, the adoption of heuristics rules with a different scope is essential to defining inputs, interpreting/evaluating outputs and control the marketing automation system.

The paper makes a contribution to research on the relationship between marketing automation and decision-making models. In particular, it proposes the results of in-depth interviews with senior decision makers to assess the impact of marketing automation on the scope of heuristics as decision-making models adopted by marketers.

With rapidly changing marketing landscape, nowadays, the formulation of various marketing strategies is increasingly focused on how consumers tend to make decisions. To meet the highly demanding consumer expectations, market segmentation can be used as an important marketing strategy. Due to gender marketing concept familiarity in the contemporary world, gender difference is one of the reference features in the process of market segmentation for marketers. This research is aimed to examine various determining factors that foster consumer purchase decision-making and the differences between consumers of different genders while making shopping and purchase decisions with special reference to an emerging economy, i.e. Pakistan.

Based on a cross-sectional sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory (CSI) to scrutinize the decision-making of both genders in Pakistan. For data analysis, the exploratory and confirmatory factor analysis in addition to the structural equation modeling has been used.

The study emphasized that, with the exception of quality awareness, brand consciousness, fashion consciousness, option overload and price consciousness greatly affect buying decisions. In addition, when it comes to consumer purchase decision-making, significant gender variations were discovered for both fashion consciousness and price consciousness.

Drawing upon the distinctive cultural characteristics of Pakistan and its people, in-depth research was conducted on purchasing behaviors of Pakistani consumers and the decision-making characteristics of customers of different genders were summarized. The outcomes are expected to make a significant contribution to the field of gender marketing by organizations.

The implementation of control systems allows marketing managers to improve operational decisions and organizational results. This paper aims to identify the relationship between control combinations and organizational results and analyze the relationships between the variables attributed to the marketing managers and with marketing control combinations. Decisions involving marketing control combine formal and informal mechanisms and generate control systems that have a favorable relationship with organizational results.

The paper is based on 301 cross-sectional surveys among marketing managers. The classification procedure based on metric distance was implemented to identify the marketing control combinations. A hierarchical cluster analysis was carried out with perceptions about formal and informal control, to validate the control combination classifications. Finally, a discriminant analysis and ANOVA test were carried out for exploring factors associated with the managers. The data analysis was supported by IBM SPSS Statistics 24 software.

The authors found evidence that, when managers perceive high-control systems, the perception of non-financial and financial results is always better, but the presence of high-clan control also returns optimal results. In addition, the manager's satisfaction levels and work motivation are higher with high control systems than with other control systems.

This study contributes to the existing knowledge by providing a broader empirical basis to extend conceptual frameworks about marketing control combinations that emerge in practice.

企業設置營銷控制系統來進行營銷控制,這可讓市場經理能改善其營運決策和組織成果。本文擬確定控制合併與組織成果的關係;本文亦擬分析涉及市場經理的變數與營銷控制合併的關係。涉及營銷控制的決策會結合正式和非正式的機制,而這些決策會帶來與組織成果有良性關係的控制系統。

本研究乃基於對市場經理進行的301項橫斷調查。研究人員實施基於度量距離的分類程式,來確定營銷控制合併;為了證實有關的控制合併分類是正確的,研究人員就對正式控制和非正式控制的觀感和看法、進行了階層式分群法分析;最後,研究人員進行了判別分析和變異數分析 (ANOVA), 以探索與經理有關聯的因素。有關的數據分析得到IBM公司的SPSS (統計產品與服務解決方案) Statistics 24 (統計軟體) 的支持。

我們證實了、若主管感知高控制的系統,其對非財務結果和財務結果的看法必會較好的,但高社群控制亦會帶來最佳的結果。我們亦證實了高控制系統,較其它控制系統,更能提高主管的滿意程度和工作動機。

本研究提供了一個更廣闊的經驗基礎,以擴展涉及在實踐中出現的營銷控制合併的概念框架,就此,本研究豐富了這方面的知識。

This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs traditional media) and customer engagement improve business performance.

This qualitative study is based on interviews with businesswomen.

Businesswomen use SM actively but not effectively. SM are used primarily for advertising and promotion. External factors, such as family and friends, are more influential in the decision of women to use SM in business. Women mostly use defensive rather than offensive strategies. Effective use of SM in conjunction with conventional marketing tools can improve customer engagement and increase business performance.

The research findings are valuable for marketing managers, women entrepreneurs and micro and small businesses in making decisions to effectively use SM.

This study investigates customer engagement from the owner/manager’s perspective in contrast to the general customer-centric approach. The study contributes analysing an important and scarcely explored area, which is the use of SM by women-run MSEs in less developed countries to engage consumers.

Este estudio explora cómo las mujeres de negocios que dirigen micro y pequeñas empresas (MSE) utilizan las redes sociales para atraer a los clientes. El estudio también investiga cómo las redes sociales (frente a los medios tradicionales) y la involucración de los clientes mejoran el rendimiento empresarial.

Este estudio cualitativo se basa en entrevistas con mujeres empresarias.

Las mujeres empresarias utilizan las redes sociales de forma activa, pero no eficaz. Las redes sociales se utilizan principalmente para la publicidad y la promoción. Los factores externos, como la familia y los amigos, influyen más en la decisión de las mujeres de utilizar las redes sociales en los negocios. Las empresarias utilizan sobre todo estrategias defensivas en lugar de ofensivas. El uso eficaz de las redes sociales junto con las herramientas de marketing convencionales puede mejorar el compromiso de los clientes y aumentar el rendimiento de la empresa.

Los resultados de la investigación son valiosos para las directivas de marketing, las mujeres empresarias y las micro y pequeñas empresas a la hora de tomar decisiones y para utilizar eficazmente las redes sociales.

Este estudio investiga el compromiso del cliente desde la perspectiva del propietario/gerente en contraste con el enfoque general centrado en el cliente. El estudio contribuye a analizar un área importante y escasamente explorada, que es el uso de las redes sociales por parte de las microempresas dirigidas por mujeres en los países menos desarrollados para involucrar a los consumidores.

本研究探讨了经营微型和小型企业（MSEs）的女商人如何使用社交媒体来吸引客户。该研究还调查了社交媒体（相对于传统媒体）和客户参与如何提高企业绩效。

这项定性研究是基于对女商人的采访。

女商人积极使用社交媒体, 但并非有效。社交媒体主要用于广告和推广。外部因素, 如家庭和朋友, 对妇女在商业中使用社交媒体的决定更有影响力。女性大多使用防御性而非进攻性策略。将社交媒体与传统的营销工具有效地结合起来使用, 可以提高客户的参与度, 增加企业的业绩。

研究结果对营销经理、女企业家和小微企业做出有效使用社交媒体的决定很有价值。

本研究从业主/经理的角度调查了客户参与度, 与一般的以客户为中心的方法不同。该研究有助于分析一个重要的、很少被探索的领域, 即欠发达国家的妇女经营的微型企业使用社交媒体来吸引消费者。

This study aims to focus on a key unanswered question about how digitalization and the knowledge processes it enables affect firms’ strategies in the international arena.

The authors conduct a systematic literature review of relevant theoretical and empirical studies covering over 20 years of research (from 2000 to 2023) and including 73 journal papers.

This review allows us to highlight a relationship between firms’ international strategies and the knowledge processes enabled by applying digital technologies. Specifically, the authors discuss the characteristics of patterns of knowledge flows and knowledge processes (their origin, the type of knowledge they carry on and their directionality) as determinants for the emergence of diverse international strategies embraced by single firms or by populations of firms within ecosystems, networks, global value chains or alliances.

Despite digital technologies constituting important antecedents and critical factors for the internationalization process, and international businesses in general, and operating cross borders implies the enactment of highly knowledge-intensive processes, current literature still fails to provide a holistic picture of how firms strategically use what they know and seek out what they do not know in the international environment, using the affordances of digital technologies.

The purpose of this study is to understand the profit implications of analytics-driven centralized discriminatory pricing at the headquarter level compared with sales force price delegation in the purchase of an aftermarket good through an indirect retail channel with symmetric information.

Using individual-level loan application and approval data from a North American financial institution and segment-level customer risk as the price discrimination criterion for the firm, the authors develop a three-stage model that accounts for the salesperson’s price decision within the limits of the latitude provided by the firm; the firm’s decision to approve or not approve a sales application; and the customer’s decision to accept or reject a sales offer conditional on the firm’s approval. Next, the authors compare the profitability of this sales force price delegation model to that of a segment-level centralized pricing model where agent incentives and consumer prices are simultaneously optimized using a quasi-Newton nonlinear optimization algorithm (i.e. Broyden–Fletcher–Goldfarb–Shanno algorithm).

The results suggest that implementation of analytics-driven centralized discriminatory pricing and optimal sales force incentives leads to double-digit lifts in firm profits. Moreover, the authors find that the high-risk customer segment is less price-sensitive and firms, upon leveraging this segment’s willingness to pay, not only improve their bottom-line but also allow these marginalized customers with traditionally low approval rates access to loans. This points out the important customer welfare implications of the findings.

Substantively, to the best of the authors’ knowledge, this paper is the first to empirically investigate the profitability of analytics-driven segment-level (i.e. discriminatory) centralized pricing compared with sales force price delegation in indirect retail channels (i.e. where agents are external to the firm and have access to competitor products), taking into account the decisions of the three key stakeholders of the process, namely, the consumer, the salesperson and the firm and simultaneously optimizing sales commission and centralized consumer price.

The purpose of this paper is to explore international market development for mature products and practices used in a novel business context.

Taking a qualitative approach, the case study method was chosen to investigate how firms develop markets in relation to a new international business context. Critical international decisions are analysed using a managerial perspective.

The success of international ventures depends on managerial learning and effectiveness. In this paper, the authors argue that decisions about international market development can add significantly to the understanding of how business firms enter and develop markets in novel business contexts. Two case studies show different approaches for meeting challenges in distant markets. Four propositions are developed.

A theoretical contribution of this study is the importance of factors that explain international market development decisions in novel business contexts. The balance between incomplete knowledge and making resource commitments is of central concern to international managers. Some of this is tacit knowledge that a firm achieves and learns during the process of market development and other knowledge can only become available after an actual market entry. A second theoretical contribution of this study is the significance of contextual market knowledge in a novel business context.

This study explores the mediating role of marketing management in the relationship between online presence and product innovation among Small and Medium Enterprises (SMEs).

The sample comprises 205 Costa Rican SMEs collected by the Global Competitiveness Project during the first half of 2019. The data were analyzed using a two-stage modeling strategy for ordinary regression models to analyze mediation effects.

Marketing management as a strategic resource or capability accounts for the relationship between online presence and product innovation performance in SMEs, meaning that online presence resources require complementary organizational capabilities in marketing management to enhance product innovation.

This study, grounded in the resource-based view theory, contributes to the innovation field by identifying marketing management capabilities as an intermediate strategic interaction between online presence and product innovation performance in SMEs. Thus, managers should recognize the advantages of integrating marketing management principles and tactics into online presence tools to realize the value of their products by tailoring them to their client’s needs.

This study examines the effect of contextual perceived value activated by contextual marketing offers and information privacy concerns on consumer loyalty in mobile commerce.

The survey was conducted through 340 mobile users in Morocco and the collected data were analyzed using structural equation modeling.

This study's results show that contextual marketing and information privacy concerns are key determinants in improving customer loyalty in the m-commerce context. Perceived ubiquity has a positive impact on perceived trust, which also impacts consumer loyalty. Information privacy concerns also have a positive impact on customer satisfaction, yet it does not impact perceived trust, which is contrary to the results of other researchers. It can also be concluded that customer satisfaction and trust are important antecedents of consumer loyalty.

This research gives rise to some important managerial and strategic implications in order to integrate contextual marketing strategies, as well as theoretical implications that concern this field of study.

This research makes a significant contribution to knowledge by examining the role of contextual marketing and information privacy concerns in the m-commerce context. These results will be considered useful for marketers and for businesses in general who wish to integrate a marketing strategy that is based on a customer-centric approach. It also contributes to the related literature, as there are few studies focused on m-commerce and contextual marketing within the context of Morocco.

This study aims to investigate the manufacturing reshoring decision-making content from an Eclectic Paradigm perspective.

Data were collected through a six-step systematic literature review on factors influencing manufacturing reshoring decision-making. The review is based on 100 peer-reviewed journal papers discussing reshoring decision-making contents published from 2009 to 2022.

In total, 80 decision factors were extracted and then categorized into resource-seeking (8%), market-seeking (11%), efficiency-seeking (41%) and strategic asset-seeking (16%) advantages. Additionally, 24% of these were identified as hybrid, which means that they were classified into multiple categories. Some decision factors were further identified as reshoring influencing factors (i.e. drivers, enablers and barriers).

Scholars need to consider what other theories can be used or developed to identify and evaluate the decision factors (determinants) of manufacturing reshoring as well as how currently adopted theory can be further advanced to create clearer and comprehensive theoretical frameworks.

This research underscores the importance of developing clearer and more comprehensive theoretical frameworks. For practitioners, understanding the multifaceted nature of decision factors could enhance strategic decision-making regarding reshoring initiatives.

To the best of the authors’ knowledge, this is the first study to investigate the value and practicality of the Eclectic Paradigm in categorizing factors in manufacturing reshoring decision-making content and presents in-depth theoretical classifications. In addition, it bridges the gap between decision factors and influencing factors in the decision-making content research realm.