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Article

Anthony Pecotich, Felicity J. Purdie and John Hattie

An evaluation of executive perceptions of strategic typologies is presented in the Australian context. Specifically, four strategic typologies (growth versus retrenchment…

Abstract

An evaluation of executive perceptions of strategic typologies is presented in the Australian context. Specifically, four strategic typologies (growth versus retrenchment, the product/market matrix, the grand strategy alternatives, and Porter's generic strategies) were compared using confirmatory factor analysis on a set of data obtained from top mangers in Australia. The results tend to support Porter's formulation of cost leadership, differentiation and focus.

Details

European Journal of Marketing, vol. 37 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article

Anthony Pecotich and Steven Ward

The globalisation of markets combined with the paradoxical rise of nationalism has created an increased concern about the importance of the interaction of global brands…

Abstract

Purpose

The globalisation of markets combined with the paradoxical rise of nationalism has created an increased concern about the importance of the interaction of global brands with other cues such as the country of origin (COO) of products and services. The purpose of this paper is to evaluate the decision‐making processes of experts and novices with respect to international brand names, COO and intrinsic quality differences.

Design/methodology/approach

Within subject experimental design, quantitative study analysis of variance.

Findings

Results of a series of experiments with personal computers as a product with strong COO effects supported this argument. Experts or highly knowledgeable consumers were found to use COO in a circumspect manner or as a limited summary construct, only when such information was consistent with a linked brand name or a particular level of physical quality. Novices, for both products used COO as a halo regardless of brand name and physical quality.

Research limitations/implications

International brand names are used in a more analytical manner by experts, with respect to quality, whilst novices based their decision‐making on extrinsic cues. This was a controlled experimental design and results could be evaluated further by more realistic design using actual products in a more market setting. Although the use of product description as used as experimental treatments in this study is not an unusual manner in which personal computers are purchased by consumers, especially when they are purchased online.

Practical implications

International marketers must carefully consider the quality, brand and COO information carefully when marketing to consumers of varying product knowledge as it appears different decision‐making styles are used by experts and novices.

Originality/value

This is one of the few studies to experimentally manipulate brand, quality and COO information amongst different groups of consumers with varying product knowledge (experts and novices). The experimental treatments were also carefully chosen so that differences due to the use of a global brand IBM could be evaluated against a lesser known local brand name.

Details

International Marketing Review, vol. 24 no. 3
Type: Research Article
ISSN: 0265-1335

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Article

William J. Ardrey, Anthony J. Pecotich and Esta Ungar

The Asian financial crisis has not only reduced foreign investment in the transition economies of South‐east Asia, but has also impacted on the domestic financial…

Abstract

The Asian financial crisis has not only reduced foreign investment in the transition economies of South‐east Asia, but has also impacted on the domestic financial structure with associated implications for strategy and marketing. Despite reform, the formal, state‐dominated banking systems continue to struggle, particularly with competition from the traditional informal financial institutions such as moneylenders, gold dealers and credit circles, a form of competition which is probably much less significant in Western economies. In this context, understanding and explaining consumer savings decisions can most usefully be developed by using ideas from its commitment construct. Implications for marketing and promotional strategies are offered, which include recommendations for strategic alliances with local organisations where consumer commitment already exists.

Details

International Journal of Bank Marketing, vol. 19 no. 1
Type: Research Article
ISSN: 0265-2323

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Article

Russel P.J. Kingshott and Anthony Pecotich

The nurturing of trust within firm‐customer relationships highlights the significance of social exchange theory in helping to explain the relational paradigm. By focusing…

Abstract

Purpose

The nurturing of trust within firm‐customer relationships highlights the significance of social exchange theory in helping to explain the relational paradigm. By focusing upon this theory it was hypothesized that psychological contracts also play an important role in helping manage customer relationships. The principal purpose of this study is to explore the role of the psychological contract within the firm‐customer relationship, and its effects on trust.

Design/methodology/approach

A sample of 343 distributor firms within the motorized vehicle industry was used to test a model developed on the basis of social exchange theory.

Findings

Psychological contracts are perceptual in nature and encompass reciprocal obligations stemming from the relational marketing efforts between suppliers and distributors. This construct was shown to have a positive impact upon the level of trust and commitment within the relationship; however, perceived violations of the contract terms were found to reduce the distributor's level of trust.

Originality/value

Given that trust was found to increase commitment, these findings have important managerial implications as they show that psychological contracts will erode important customer relationships if not factored into the customer decision‐making processes within the firm.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article

Jarrad Dunning, Aron O'Cass and Anthony Pecotich

The general proposition that a salesperson's explanation adequacy plays a critical role in the resolution of unsatisfactory sales encounters for consumers is investigated…

Abstract

The general proposition that a salesperson's explanation adequacy plays a critical role in the resolution of unsatisfactory sales encounters for consumers is investigated in a cross‐sectional context. The findings indicate that explanation adequacy is influenced by both the style and content of the explanation, and the timeliness of an organization's reaction, whereas explanation adequacy only indirectly affects the final perceptions of the severity of the incident and emotional reaction to it. Importantly, the perceptions of the extent of the justice of the resolution and the assignment of blame to external factors were found to be intervening variables. The results also indicated that the assignment of blame to internal factors was unrelated to the adequacy of an explanation, but did influence emotion and the perceived severity on an incident.

Details

European Journal of Marketing, vol. 38 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article

Stephen L. Vargo

This paper aims to provide an overview of the European Journal of Marketing's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”.

Abstract

Purpose

This paper aims to provide an overview of the European Journal of Marketing's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”.

Design/methodology/approach

The approach takes the form of a conceptual integration of core concepts in S‐D logic, markets, and marketing.

Findings

This special section provides insight into the complexity of markets by investigating markets as configurations and systems and how value propositions drive value co‐creation.

Research limitations/implications

This introduction to the special section integrates individual contributions toward advancing S‐D logic and suggests that additional research in this area will help to develop a general theory of markets and marketing.

Practical implications

The overview of this special section provides insight into how the development of a positive theory of the market(s) will help to further advance normative marketing theories and practice.

Originality/value

This overview of the special section integrates multiple perspectives on complex, dynamic systems and discusses their contributions to the development of an S‐D logic‐based theory of the market.

Details

European Journal of Marketing, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Abstract

Details

International Marketing Review, vol. 25 no. 4
Type: Research Article
ISSN: 0265-1335

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Book part

Bekir Bora Dedeoğlu

This chapter sheds light on the ‘country of origin’ concept. The author contends that this concept is composed of micro- and macro-components. He argues that the tourists…

Abstract

This chapter sheds light on the ‘country of origin’ concept. The author contends that this concept is composed of micro- and macro-components. He argues that the tourists’ hedonic and monetary gratifications are derived from the travel experiences. Therefore, the country-of-origin image (COI) can have an impact on the destination’s brand extension. In this light, this contribution examines the relationship among COI, overall brand equity and brand extension. The author implies that the hedonic and monetary values can have a moderating effect on the impact of COI and on destination brand extension.

Details

The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

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Article

Russell Abratt, Maria Beffon and John Ford

Marketing planning and the annual budget are two procedures thatorganizations engage in. Although controlled by the marketing departmentand the finance department…

Abstract

Marketing planning and the annual budget are two procedures that organizations engage in. Although controlled by the marketing department and the finance department respectively, the marketing plan and annual budget are interlinked in many ways. Investigates the importance of this interrelationship. Reports on the results of a study of 41 fast moving consumer goods companies following a literature review of budgeting and marketing planning. The results show that there is a high degree of interaction between the marketing and finance departments. They also show that most companies tended to do the marketing plan and annual budget together. In addition, the sales forecast, although controlled by the marketing department, is set to meet financial targets.

Details

Marketing Intelligence & Planning, vol. 12 no. 1
Type: Research Article
ISSN: 0263-4503

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Article

Roger Brooksbank, Zahed Subhan and Richard John Calderwood

Questions surrounding the uptake patterns and applicability of conventional strategic marketing practice (CSMP) within emerging markets remain largely unanswered. The…

Abstract

Purpose

Questions surrounding the uptake patterns and applicability of conventional strategic marketing practice (CSMP) within emerging markets remain largely unanswered. The purpose of this paper is to address some of these questions in India.

Design/methodology/approach

The usage patterns of conventional, developed world, basic strategic marketing practices within manufacturing firms in India – one of the world’s fastest growing emerging markets – are compared against the usage of the same practices among their counterparts operating in the highly developed market of the USA. The study is based on separate surveys conducted in each country. Data analyses are conducted using χ2 tests.

Findings

CSMPs are being quite widely adopted in India albeit to a lesser extent than in the USA. However, several notable areas of difference suggest that some practices might not be appropriate in emerging markets due to one or more of their unique and strategically relevant situational characteristics.

Research limitations/implications

Low response rates render questionable the extent to which the study samples can be considered representative of the populations under scrutiny. Equally, differences in the respondents’ interpretation of some of the marketing terminology used in the questionnaire cannot be ruled out.

Practical implications

The research confirms that Indian marketing strategists appear to judge many conventional practices to be appropriate within an emerging market environment. However, it also casts doubt on the relevance of at least eleven specific practices.

Originality/value

The study provides a useful starting point for better understanding the adoption patterns and applicability of conventional strategic marketing within a uniquely interesting cross-cultural context that has attracted little academic attention to date.

Details

International Journal of Emerging Markets, vol. 13 no. 5
Type: Research Article
ISSN: 1746-8809

Keywords

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