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Article
Publication date: 9 November 2020

Demetris Vrontis, Michael Christofi and Constantine S. Katsikeas

A substantial, albeit scattered, body of research evidence is accumulating in the cause-related marketing (CRM) research stream. Thus, there is a need of a systematic…

Abstract

Purpose

A substantial, albeit scattered, body of research evidence is accumulating in the cause-related marketing (CRM) research stream. Thus, there is a need of a systematic overview of extant literature to map and holistically understand the CRM domain.

Design/methodology/approach

To address this issue and make progress in this important area, the authors systematically review and critically examine the state of academic research on CRM.

Findings

Based on a systematic review of 105 journal articles published over the past 30 years, the results reveal that CRM research is a vibrant and rapidly growing domain in the broader marketing field. This assessment exercise also shows that the current state of knowledge about CRM is characterized by persisting knowledge gaps, conflicting empirical results, theoretical inconsistencies, as well as by the absence of international marketing research on the CRM domain.

Originality/value

Therefore, the authors critically evaluate the extant CRM research with the aim of increasing its coherence, quality, scope, impact and international dimension. Based on this evaluation, the authors develop an ambitious research agenda that addresses a number of promising research paths embracing different international perspectives. Finally, the authors discuss the contributions to the literature and the implications for both academics and practitioners.

Details

International Marketing Review, vol. 37 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 1 April 1996

Constantine S. Katsikeas

In addressing certain important gaps in the export marketing field, reports on a systematic study of the factors stimulating the current exporting activities of…

Abstract

In addressing certain important gaps in the export marketing field, reports on a systematic study of the factors stimulating the current exporting activities of manufacturing firms from a small European country. Investigates potential differences in ongoing export motivators between two distinct groups of exporters differentiated by level of export development. Suggests that both proactive and reactive factors stimulate these firms’ decisions to continue and maintain exporting, and also identifies certain significant differences in export stimuli between the two exporter categories. Discusses the implications of the study findings for business practitioners and public policy makers, and considers future research directions alongside the limitations of the study.

Details

International Marketing Review, vol. 13 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 1 April 1992

Constantine S. Katsikeas and Nigel F. Piercy

In an attempt to make progress towards filling out some major gapsin the export marketing literature, focuses on the comparison of thebusiness relationships of indigenous…

Abstract

In an attempt to make progress towards filling out some major gaps in the export marketing literature, focuses on the comparison of the business relationships of indigenous manufacturers from Greece with importers based in a developed country and other domestic purchasing partners, with regard to the dimension of exercised power. Fifty‐three Greek manufacturing firms participated in the research study. Overall, Greek manufacturers were found to lose a significant degree of control over key marketing decision‐making areas, when expanding their operations from domestic to overseas markets. Concludes that the study findings have important implications for business practitioners, as well as for future research directions in the field of export marketing.

Details

Management Decision, vol. 30 no. 4
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 February 1993

Constantine S. Katsikeas and Nigel F. Piercy

Addresses the issue of adaptation by indigenous Greek exportmanufacturing firms in their business relationships with UK importers.Fifty‐three manufacturers in Greece were…

Abstract

Addresses the issue of adaptation by indigenous Greek export manufacturing firms in their business relationships with UK importers. Fifty‐three manufacturers in Greece were included in the research sample. Results suggest that these Greek manufacturers were involved in considerable levels of modification in most marketing and organizational aspects of their relationships with UK importers. Reports high levels of satisfaction with the overall adaptation made in this relationship. However, finds that in some areas, such as promotion and marketing research, Greek firms were involved in insufficient modification or adaptation, with negative repercussions on the development of the trading association. These research findings have important implications for business practitioners in both exporting and importing firms.

Details

Marketing Intelligence & Planning, vol. 11 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 31 May 2011

Stavroula Spyropoulou, Dionysis Skarmeas and Constantine S. Katsikeas

Globalization has rendered international expanding activities increasingly important for the survival, growth and success of modern firms. Drawing on the resource‐based…

Abstract

Purpose

Globalization has rendered international expanding activities increasingly important for the survival, growth and success of modern firms. Drawing on the resource‐based view (RBV) of the firm, the purpose of the present study is to investigate the antecedents and performance implications of branding advantage in export ventures.

Design/methodology/approach

A mail survey was used to collect data from exporting manufacturers. Further, a series of qualitative interviews with export managers was conducted. The unit of analysis is the export venture. Confirmatory factor analysis was employed to assess the measurement properties of the study constructs. Structural equation modelling using a full information estimation approach was performed to test the research model.

Findings

The results of the study indicate that both export venture financial and experiential resources promote export venture communication capabilities, and financial and experiential resources and communication capabilities are contributors to the achievement of export venture branding advantage, which in turn is related positively to export venture performance.

Research limitations/implications

The study findings provide export managers with useful insights into how to successfully compete in export markets on the basis of branding advantage. Financial and experiential resources and communication capabilities should be deployed in order to achieve a branding advantage position and enhanced export performance outcomes. Replication of this research within other settings is needed to test the external validity of the present findings.

Originality/value

The main contribution of this study is that it highlights the role of branding advantage in the context of exporting firms.

Details

European Journal of Marketing, vol. 45 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 6 November 2007

Leonidas C. Leonidou, Constantine S. Katsikeas, Dayananda Palihawadana and Stavroula Spyropoulou

Although exporting can offer many benefits to smaller manufacturers, a large number of these firms refrain from export operations as a result of insufficient stimulation…

Abstract

Purpose

Although exporting can offer many benefits to smaller manufacturers, a large number of these firms refrain from export operations as a result of insufficient stimulation. This paper seeks to critically analyse and creatively synthesise the reasons that may stimulate a smaller firm to export, based on a review of 32 empirical studies conducted in various parts of the world during the period 1974‐2005.

Design/methodology/approach

A total of 40 export stimuli were systematically identified from the extant empirical literature, which, for analytical purposes, were divided into internal and external, as well as proactive and reactive. Within each study, stimuli were ranked in terms of their importance, frequency, or intensity, and the aggregate impact of each stimulus in all studies under review was evaluated.

Findings

The review revealed that export stimulation stems from a variety of factors, and may vary according to time, spatial, and industry contexts. Irrespective of contextual factors, there are certain motives that systematically play a key role in encouraging smaller firms to export, such as the desire to achieve extra sales, profits, and growth, utilise better idle production capacity, exploit a unique/patented product, avoid the threats of a saturated domestic market, reduce home market dependence, and respond to unsolicited orders from abroad. Some of these motives may lead to an opportunistic approach to exporting, while others denote deliberate export adoption. It was also shown that, although there are numerous other stimulating factors, with a lower impact on exporting, these should not be underestimated because their role may increase under certain conditions or become complementary to export stimuli with a stronger impact.

Research limitations/implications

The findings of the study have serious implications for both public and company policy makers. Policy makers may use this insightful analysis of export stimulation as a guide to developing proper export promotion programmes and sound export marketing strategies.

Originality/value

The paper offers a comprehensive review and synthesis of all factors with a possible stimulating effect on exporting; evaluates the aggregate effect of each factor, as collectively derived from all empirical studies conducted on the subject; and provides an in‐depth analysis of the nature and the stimulating mechanism of each factor.

Details

International Marketing Review, vol. 24 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 1 January 1991

Constantine S. Katsikeas and Nigel F. Piercy

Understanding buyer‐seller relationships in marketing channelsrelies on modelling conflict, yet little research concerning thisquestion has been conducted in the context…

Abstract

Understanding buyer‐seller relationships in marketing channels relies on modelling conflict, yet little research concerning this question has been conducted in the context of exporter marketing channels. This article focuses on certain conflict‐related aspects of the exporter‐importer trading relationship. The research involves Greek exporters and importers in the UK, and reveals relatively low degrees of conflict. This leads to the identification of both managerial implications and future research directions.

Details

European Journal of Marketing, vol. 25 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 June 1994

Constantine S. Katsikeas

In drawing attention to certain important gaps in the exportingliterature, reports on a systematic study of the export competitiveadvantages of indigenous manufacturers in…

Abstract

In drawing attention to certain important gaps in the exporting literature, reports on a systematic study of the export competitive advantages of indigenous manufacturers in a small European country. The focus is on the examination of potential differences in perceptions of export competitive advantages with regard to firms′ size, export involvement and export market experience. The research findings suggest the existence of significant differences in perceived export competitive advantages between different exporter groups in terms of company size and degree of export involvement. However, no relationship is established between perceptions of competitive advantages and export market experience. Discusses managerial and public policy implications of these findings and outlines directions for future research.

Details

International Marketing Review, vol. 11 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 1 June 1996

Constantine S. Katsikeas, Nigel F. Piercy and Chris Ioannidis

Drawing attention to certain important gaps in the exporting literature, develops and evaluates a model of export performance using a sample of regular exporters from a…

Abstract

Drawing attention to certain important gaps in the exporting literature, develops and evaluates a model of export performance using a sample of regular exporters from a small European Union country, in their trading activities with overseas distributors. Integrates and views specific firm characteristics, export commitment and export‐related perception variables as potentially important factors in explaining firm performance in the export market context. Tests the model in a three‐step procedure employing multiple regression analysis and identifies several elements that are related directly to export performance. Discusses the implications of the study for both business practitioners and public policy makers and highlights future research directions.

Details

European Journal of Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

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Abstract

Details

International Marketing Review, vol. 16 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

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