Search results

1 – 10 of 216
Article
Publication date: 22 August 2022

Nasser Alqahtani and Can Uslay

To update the research priorities, this study aims to propose a roadmap to researchers who are interested in the marketing/entrepreneurship interface (MEI) and stimulate research…

Abstract

Purpose

To update the research priorities, this study aims to propose a roadmap to researchers who are interested in the marketing/entrepreneurship interface (MEI) and stimulate research by providing an agenda through a synthesis of the collective wisdom of the scholars in the field.

Design/methodology/approach

A-multi-stage data collection using questionnaires and interviews is used in this study. Multiple rounds of interviews spanning three Global Research Conferences on Marketing and Entrepreneurship (GRCME), followed by a survey seeking input from the attendees of these events and the members of the Entrepreneurial Marketing SIG of the American Marketing Association, were used in developing the proposed research priorities.

Findings

A comprehensive list of research priorities was developed categorizing them in terms of importance and level of interest. The list is a product of the collective wisdom of the field, distilled from several rounds of interviews and from a thorough analysis of the participants’ input to a comprehensive survey.

Originality/value

The current research provides scholars with MEI research priorities for 2023–2026.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 24 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 9 November 2018

Naresh K. Malhotra and Can Uslay

The purpose of this paper is to provide a conceptual and historical overview of the evolution of outsourcing. The authors then focus and prognosticate on the future of outsourcing…

939

Abstract

Purpose

The purpose of this paper is to provide a conceptual and historical overview of the evolution of outsourcing. The authors then focus and prognosticate on the future of outsourcing and develop several compelling ideas based on extant insights and the rule of three axioms.

Design/methodology/approach

The insights are developed based on a review of the extant literature and evolution of trends.

Findings

The paper generates several insights. First, there is a need to carefully differentiate between core and non-core functions when deciding on whether/what to outsource. Some outsourcing options may boost financial performance in the short run but undermine the long-term viability of the firm. Public firms outsource more than private firms after controlling for size. In many cases, the optimal number of primary suppliers for a critical function/process/stock keeping unit (SKU) is three (while also allowing for a number of secondary suppliers). The optimal share distribution between the suppliers for the same SKU is rank ordinal (i.e. not equal). The complexity and the maturity of the supply chain as well as industry life cycle, regulation and technology influence the optimal number of primary suppliers.

Research limitations/implications

The insights have significant implications for outsourcing decisions and for improving their impact on firm performance. The emergence of the shared economy, subscription-based business models and crowdsourcing will lead to consumers, business and society that increasingly borrows rather than one that makes or buys.

Originality/value

The paper represents the first attempt to integrate the axioms of the rule of three with the outsourcing literature and the theory of the firm. It emphasizes the need to align (long-term) performance objectives with managerial incentives as businesses manage their outsourcing efforts.

Details

Journal of Business Strategy, vol. 39 no. 5
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 8 July 2014

Can Uslay and Emine Erdogan

The purpose of this paper is to introduce and explore the tenets of the mindful entrepreneurial marketing (MEM) construct and to illustrate its mediation effect between production…

1355

Abstract

Purpose

The purpose of this paper is to introduce and explore the tenets of the mindful entrepreneurial marketing (MEM) construct and to illustrate its mediation effect between production and consumption.

Design/methodology/approach

Based on the existing mindfulness and entrepreneurial marketing research, this paper explores tenets of MEM and presents a basic taxonomy to identify mindful production and consumption practices, and opportunities for MEM initiatives.

Findings

The study proposes that the combination of mindfulness and entrepreneurial marketing approach provides an ideal match where both consumers and mindful producers can become more mindful and prosper. As a new construct, MEM has the potential to alleviate lack of consumption, to create awareness about overconsumption and, ultimately, to enhance societal welfare by increasing the efficiency of markets by enabling more effective usage of society’s resources.

Originality/value

This paper is the first study that focuses on the MEM construct. In this respect, the study contributes to mindfulness, mindful marketing, entrepreneurial marketing and the general marketing literature.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 16 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 10 July 2017

Donald P. Addison, Tony Lingham, Can Uslay and Olivia F. Lee

The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative…

1055

Abstract

Purpose

The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative business-to-business (B2B) relationship building. B2B collaborations within the traditional marketing paradigm are restricted due to perceived opportunism.

Design/methodology/approach

The research is based on the grounded theory approach and involves 22 semi-structured interviews with the employees of a focal organization and its five client organizations regarding 36 implemented projects. Interviews were transcribed, coded and analyzed via constant comparison to surface codes, categories, concepts and themes from which the authors developed propositions based on the particular context of this study.

Findings

ICS approach helps customers to reconstruct sellers’ identity from one characterized by opportunism and arm’s length relationships to one defined by openness and collaboration. Identified benefits of ICS include higher trust, commitment, social bonding, value co-creation, individual and organizational performance and learning. Eight propositions and a model of ICS consequences are presented.

Research limitations/implications

The context of the study is limited to a single industry – financial services – however, the findings should be highly relevant for other sales contexts characterized by low buyer trust.

Practical implications

Entrepreneurial marketers can engage in ICS approach quickly at minimal cost, as the capabilities and talent are typically already internal to the organization.

Originality/value

This paper examines a unique relational approach to serving clients called ICS that de-emphasizes the sale. Subject matter experts help buyers overcome challenges outside the scope of the traditional marketing paradigm.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 19 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Case study
Publication date: 24 September 2018

Mingan (Joanna) Wang and Can Uslay

The subject areas are e-commerce, brand management, marketing strategy, digital marketing and supply chain management strategy.

Abstract

Subject area

The subject areas are e-commerce, brand management, marketing strategy, digital marketing and supply chain management strategy.

Study level/applicability

Medium, can be used for undergraduate marketing electives and graduate core courses.

Case overview

Jumei, founded in 2010, had already become China’s biggest online retailer of beauty products. Its 31-year-old Founder and Chief executive Officer (CEO) Leo Chen had become the youngest CEO of any NYSE listed company in 2014. However, Jumei was currently facing a major milestone. Could it become a mega-commerce hub like Alibaba? Or should it stick to its core product line – cosmetics – which was already being challenged by luxury retailers and other horizontal e-commerce competitors?

Expected learning outcomes

The case will provide the students the opportunity to conduct a situational analysis Identify and prioritize generic business and marketing strategies, review concepts of brand/line extension and conceive new product ideas, assess Jumei potential as a business-to-customer platform and assess brand equity and potential by comparison to another diversified brand.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject Code:

CSS 8: Marketing.

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Book part
Publication date: 30 July 2018

Can Uslay and Mesut Çiçek

The branding concept has been applied to cities, destinations, regions and even nations to attract tourism, investments and residents. The Republic of Turkey with its rich…

Abstract

The branding concept has been applied to cities, destinations, regions and even nations to attract tourism, investments and residents. The Republic of Turkey with its rich historical heritage has been home to many applications of such diverse branding campaigns. While some of these campaigns have been criticised for their lack of efficacy, especially at the national level, several city-based or regional campaigns have proven more successful.

In this chapter, we review and examine place branding campaigns in Turkey. We provide examples of the increasing role of social media, cultural and historical heritage, role of movies and TV series, health- and faith-based tourism, mega-sports events, sustainable communications, the Slow City concept and public–private partnerships in contemporary place branding campaigns.

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Keywords

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

Article
Publication date: 22 June 2012

Naresh K. Malhotra, Olivia F. Lee and Can Uslay

The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating…

1862

Abstract

Purpose

The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating role of mindful marketing between market orientation and quality orientation, and their linkages to two emerging key outcomes: mindful consumption and value co‐creation.

Design/methodology/approach

Based on extant orientation and organizational mindfulness research, a conceptual framework is presented to characterize the nomological network among market and quality orientations, mindful marketing, mindful consumption and value co‐creation. In total, 14 propositions are extracted.

Findings

The paper proposes that the synergistic interaction of market and quality orientation has a direct influence on mindful marketing, which in turn influences two outcomes: mindful consumption and value co‐creation. The dual moderating role of market structure is also incorporated among the findings.

Practical implications

The proposed framework demonstrates how managers can emphasize market and/or quality orientation in order to develop an optimal mindful marketing strategy that would take the stakeholders' intrinsic benefits into account. It is suggested that this approach will lead to mindful consumption and increase the opportunities for value co‐creation among the stakeholders, which will ultimately lead to better organizational performance.

Originality/value

The paper represents a first attempt to integrate two strategic orientations, and the concept of mindfulness. It examines the intimate relationship between market and quality orientations and how they jointly lead to the development of mindful marketing. It also explores the role of two emerging constructs in marketing: mindful consumption and value co‐creation.

Details

International Journal of Quality & Reliability Management, vol. 29 no. 6
Type: Research Article
ISSN: 0265-671X

Keywords

Article
Publication date: 8 July 2014

Tao Zhu

– The purpose of this paper is to propose an empirical linkage of intrafirm network characteristics to individual-level mindful marketing (MM).

Abstract

Purpose

The purpose of this paper is to propose an empirical linkage of intrafirm network characteristics to individual-level mindful marketing (MM).

Design/methodology/approach

Based on current literature in network, market orientation and MM research, this paper presents one conceptual model to capture enablers of MM execution with a network approach. The authors identified a pair of antecedent/barrier to MM execution: individual employees’ shared cross-functional tie and firm-level segmentation of the network.

Findings

The paper shows that to execute MM, employees possessing more cross-functional ties are more likely to develop higher level of MM. Meanwhile, it was also found that firm-level segmentation of intrafirm network will negatively affect employees in executing MM.

Research limitations/implications

The paper shows that to execute MM, employees possessing more cross-functional ties are more likely to develop higher level of MM. Meanwhile, it was also found that firm-level segmentation of intrafirm network will negatively affect employees in executing MM.

Practical implications

The proposed empirical linkage shows that a manager shall intervene and help employees to build cross-functional ties in advice network among themselves. Thus, firms are able to effectively maintain mindfulness of people and profit and ensure optimal execution of MM strategy. Meanwhile, they should offset possible negative effects of the advice network due to segmentation at firm level, which provides useful customer information flow throughout the firm.

Originality/value

The paper is one of the first attempts to advance and examine the role of intrafirm network in executing the concept of MM. Methodologically, this paper also explores the use of network analysis in discussion of an organizational structure that favors MM.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 16 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

1 – 10 of 216