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Article
Publication date: 1 November 2019

Allam K. Abu Farha, Paul Sergius Koku, Sam O. Al-Kwifi and Zafar U. Ahmed

The service marketing literature has traditionally argued that the marketing practices of service firms that operate in diverse cultures should also differ. This paper…

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Abstract

Purpose

The service marketing literature has traditionally argued that the marketing practices of service firms that operate in diverse cultures should also differ. This paper aims to investigate this argument by examining the marketing practices of service firms in two highly diverse countries “Canada and Qatar” in the context of a contemporary conceptual framework.

Design/methodology/approach

Survey data were collected in both countries using a self-administered questionnaire that was used in previous contemporary marketing practice (CMP) studies. The data analysis was conducted in two stages. First, descriptive statistics were used to determine cross-national differences in the intensity of use of various CMP activities in Qatar compared to Canada. Second, cross-national differences in various combinations of marketing practices were identified using a cluster analysis.

Findings

The results indicate that service firms in both countries have more similarities than differences and that the overall patterns of marketing practices are similar. In addition, the firms’ marketing practices reflect aspects of all four marketing approaches rather than just one.

Research limitations/implications

The study was conducted in only two countries, thus generalisability of its findings and conclusions may not be possible.

Practical implications

The results of this study can help marketers to better understand the changing marketing environment and identify new marketing solutions when operating in different environments.

Originality/value

This study enhances the literature on service marketing and expands the application of the CMP framework to a new context that has not been addressed in previous studies.

Content available
Article
Publication date: 3 April 2018

Allam Abu Farha and Said Elbanna

The role of managerial assumptions in the formulation of organizational strategies has been well recognized by previous studies, yet in marketing literature, the effect of…

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1475

Abstract

Purpose

The role of managerial assumptions in the formulation of organizational strategies has been well recognized by previous studies, yet in marketing literature, the effect of such imperative on marketing practice choice tends to be ignored. Therefore, this paper aims to empirically investigate how management assumptions fit with the choice of marketing practices, and how such fit affects performance.

Design/methodology/approach

A model is developed and tested using survey methodology, and the data are analyzed using the partial least square (PLS) approach.

Findings

The results show that different marketing practices were coupled with different frames of reference, resulting in viable matching profiles.

Research limitations/implications

Given the novelty of the approach adopted in this study, conclusions about association and not causation are drawn. In addition, the study is restricted to Qatar which may reduce the generalizability of its findings and conclusions.

Practical implications

The findings will help managers to examine carefully the internal logic of their marketing-related profiling, where coherent variables will enhance performance.

Originality/value

To one’s knowledge, this paper reports a work in an area not previously researched. In addition, this study is one of the rare papers that examines unobserved heterogeneity using the PLS-structural equation modeling (SEM) in the field of marketing.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 8 November 2018

Allam K. Abu Farha, Osama Sam Al-Kwifi and Zafar U. Ahmed

This paper aims to investigate the interplay between managerial assumptions and institutional corporate social responsibility, and determines how such fit affects performance.

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1412

Abstract

Purpose

This paper aims to investigate the interplay between managerial assumptions and institutional corporate social responsibility, and determines how such fit affects performance.

Design/methodology/approach

The authors developed and tested a model using survey methodology. The authors’ data from 210 hotels located in Qatar and the UAE were analysed using the partial least squares (PLS) approach.

Findings

The results reveal that firms with entrepreneurial, political and professional frame of reference (FoR) engage in institutional corporate social responsibility (CSR) practices. In addition, the entrepreneurial and professional FoR enhances the institutional CSR – organisational performance link.

Research limitations/implications

The findings will help managers to determine the effect of their FoR on their adoption of institutional CSR, thereby increasing the effectiveness and efficiency of their CSR strategy. As the study is exploratory in nature, several limitations have been highlighted and discussed.

Originality/value

To the authors’ knowledge, this is one of the few papers that inspect the relationship between managerial assumptions and institutional CSR and establishes their effect on performance.

研究目的

本论文旨在研究管理假设和企业社会责任的关系并且决定其如何影响企业绩效。

研究设计/方法/途径

本论文采用问卷采样形式, 位于卡塔尔和阿联酋地区的210家酒店为问卷样本。本论文采用偏最小二乘回归(PLS)来分析数据。

研究结果

如果企业拥有创业者精神、政治、及专业的参考架构(FoR), 那么往往会参与到体制性企业社会责任(CSR)的实践。此外, 创业者精神的和专业的FoR促进体制性CSR-组织绩效的关系。

研究实践意义

本论文结果帮助经理人判定FoR对于CSR实践的影响, 因而提高了CSR政策的效果和效率。由于本研究是探索性论文, 一些所带来的限制已经在文中提到并强调。

研究原创性/价值

据作者所知, 本论文是仅有的几篇论文中, 研究管理假设和体制性CSR的关系并且确立其对于企业绩效的作用。

关键词

管理假设,参考架构,体制性CSR,新兴市场,企业绩效,偏最小二乘回归

纸张类型

研究论文

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Article
Publication date: 4 March 2020

Ibrahim Alnawas and Allam Abu Farha

This study aims to: first, examine the effect of interaction orientation (IO) and brand orientation (BO) on marketing capabilities and small and medium enterprises'…

Abstract

Purpose

This study aims to: first, examine the effect of interaction orientation (IO) and brand orientation (BO) on marketing capabilities and small and medium enterprises' (SMEs') performance, and second, assess the complementarity effect of IO and BO on marketing capabilities and SMEs' performance.

Design/methodology/approach

A model was developed and tested using a survey methodology. Data were collected from 538 SMEs located in Qatar and analysed by structural equation modelling with AMOS.

Findings

First, IO affects SMEs' performance only indirectly via marketing capabilities, whereas BO affects SMEs' performance both directly and indirectly. Second, contrary to expectations, the complementarity between IO and BO produced a destructive/suppressive effect, rather than a synergistic effect, on both marketing capabilities and SMEs' performance, reflecting the importance of a trade-off to enhance both marketing capabilities and SMEs' performance.

Originality/value

To the authors' knowledge, this is the first paper to examine the complementary effect of BO and IO on marketing capabilities and performance.

Details

Marketing Intelligence & Planning, vol. 38 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 18 June 2020

Osama Sam AL-Kwifi, Viput Ongsakul, Allam K. Abu Farha, Ahmed U. Zafar and Mahmoud Karasneh

The purpose of this paper is to explore the relationship between product innovativeness and the process of technology switching. This issue is important for two reasons…

Abstract

Purpose

The purpose of this paper is to explore the relationship between product innovativeness and the process of technology switching. This issue is important for two reasons: (1) in mature markets, the only way to increase market share is through consumers' switching from competitor firms and (2) it is essential to determine whether the product innovation strategy can meet users' needs in high-technology markets.

Design/methodology/approach

Research centers (university hospitals) specializing in magnetic resonance imaging (MRI) are the lead users of the MRI market. In this market, the technology switching process was tracked using an annual conference database. Interviews with industry experts and lead users were conducted in order to determine the relationship between product innovativeness and technology switching.

Findings

The findings reveal that in the lead users' segment, technology switching is occurring at a significant level. The interviews emphasized the influence of product innovativeness on technology switching in the global MRI market, as well as the importance of adopting an open innovation process as a strategy to enhance product innovativeness.

Practical implications

The results can be generalized to industries with similar characteristics, such as high rates of technological change and technology heterogeneity. In high-technology markets, managers should monitor switching behavior. They should also study the influence of product innovativeness on such behavior in order to determine the correct product innovation strategy and meet users' preferences effectively.

Originality/value

The literature reports considerable research that investigates switching behavior, but most publications use data from a short time period and cover a limited geographical region. This is the first study that uses data to track the switching behavior of high-technology products on a global scale over a 22-year period.

Details

EuroMed Journal of Business, vol. 16 no. 1
Type: Research Article
ISSN: 1450-2194

Keywords

Content available
Article
Publication date: 20 June 2019

Osama Sam Al-Kwifi, Allam Abu Farha and Zafar U. Ahmed

Since Islamic markets are growing substantially, there is an urgent need to gain a better understanding of how Muslim consumers perceive products from a religious…

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5030

Abstract

Purpose

Since Islamic markets are growing substantially, there is an urgent need to gain a better understanding of how Muslim consumers perceive products from a religious perspective. The purpose of this paper is to investigate the brain responses of Muslim consumers to Halal and non-Halal products using a functional magnetic resonance imaging (fMRI) technology.

Design/methodology/approach

The research model is a simplified version of the theory of planned behavior. The initial experiment began by asking participants to divide a set of images into two groups: Halal and non-Halal products. The fMRI experiment uses a blocked design approach to capture brain activities resulting from presenting the two groups of images to participants, and to record the strength of their attitudes toward purchasing the products.

Findings

Across all participants, the level of brain activation in the ventromedial prefrontal cortex increased significantly when Halal images were presented to them. The same results emerged when the Halal images showed raw and cooked meat. The variations in the results may be due to the high emotional sensitivity of Muslim consumers to using religious products.

Research limitations/implications

This study uses a unique approach to monitor brain activity to confirm that consumers from specific market segments respond differently to market products based on their internal beliefs. Findings from this study provide evidence that marketing managers targeting Muslim markets should consider the sensitivity of presenting products in ways that reflect religious principles, in order to gain higher acceptance in this market segment.

Originality/value

Although the literature reports considerable research on Muslim consumers’ behavior, most of the previous studies utilize conventional data collection approaches to target broad segments of consumers by using traditional products. This paper is the first to track the reactions of the Muslim consumer segment to specific types of market products.

Details

International Journal of Emerging Markets, vol. 14 no. 4
Type: Research Article
ISSN: 1746-8809

Keywords

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Article
Publication date: 19 September 2016

Allam Abu Farha

The purpose of this paper is to investigate diversity of marketing practices of firms operating in the same environment, by identifying how management perception and…

Abstract

Purpose

The purpose of this paper is to investigate diversity of marketing practices of firms operating in the same environment, by identifying how management perception and business strategy (BS) fits with the choice of the marketing practice.

Design/methodology/approach

A model was developed and tested using survey methodology based on three well-validated research instruments. Data were analyzed using the partial least square approach.

Findings

The results showed that different marketing practice were coupled with different frame of reference, as well as different BS. These forces were found to be inter related, and internally coherent, resulting in viable configurational profiles.

Research limitations/implications

The research is unique and exploratory, and was conducted in three Arabic countries with a small sample size. For these reasons, generalizability is somewhat constrained.

Practical implications

The findings would help managers to carefully examine the internal logic of their marketing-related profiling; it can be used as an assessment tool, where performance should be enhanced if the variables are coherent.

Originality/value

To author’s knowledge this is the first study that inspect three variables that had been associated with decision making, but not integrated together in a holistic framework to explain marketing diversity. Additionally it identified four viable types of marketing practices with its corresponding frame of reference and BS. Therefore, the paper reports a work in an area not previously researched.

Details

International Journal of Emerging Markets, vol. 11 no. 4
Type: Research Article
ISSN: 1746-8809

Keywords

Content available
Article
Publication date: 14 January 2019

S. Mostafa Rasoolimanesh and Faizan Ali

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1846

Abstract

Details

Journal of Hospitality and Tourism Technology, vol. 9 no. 3
Type: Research Article
ISSN: 1757-9880

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