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The purpose of this paper is to propose and validate the mobile commerce (MC) consumers' repurchase intention (RPI) model including technology acceptance model (TAM), customer satisfaction (CS), and contextual perceived value (CPV) of marketing offer as a new MC‐specific construct.

A survey instrument was used to gather data to test the relationships shown in the research model. χ² difference test was conducted in order to examine the contribution of CPV of marketing offer in explaining MC consumers' RPI. The hypothesized relationships were tested using the structural equation modeling.

The results of this study reveal that integrating CPV with CS and TAM in a single model can better explain and predict MC consumers' RPI. CPV has a significant effect on RPI, CS and perceived usefulness.

CPV activated by contextual marketing is the key factor for customer relationship management in MC context.

The primary contribution of this study is to integrate CPV of marketing offer with TAM and CS into a coherent and parsimonious model that jointly predicts RPI.

This paper aims to examine how much importance the financial market attaches to advertising spending’s short-term productivity vis-à-vis its investment component and the impact of important contextual factors (investor mix and analyst coverage) on this trade-off.

A stochastic frontier estimation (SFE) approach is used to help disentangle advertising spending. Using a panel internal instruments model and 10,017 firm-year observations from publicly listed US companies over a 13-year period, this study relates aggregated advertising spending and disentangled advertising spending, together with important contextual factors, to Tobin’s q.

The results do not indicate an effect of aggregated advertising spending on Tobin’s q. However, after advertising spending is disentangled, results show the component with an efficient immediate revenue response to have a positive effect on Tobin’s q, whereas the effect of the remaining investment component is negative. Contextual factors moderate investors’ valuation of the components.

Findings are limited to US publicly listed firms, and are based on secondary, non-experimental data. The results imply that investors reward firms only for short-term advertising productivity, casting doubt on investors’ understanding of the long-term value of marketing.

The results confirm managers’ belief that not all money spent on advertising creates shareholder value. Managers should use the outlined SFE to benchmark their firms’ short-term advertising productivity against that of industry peer firms.

This study advances a new perspective, suggesting that advertising spending can be decomposed into two distinct parts by considering how financial market investors evaluate advertising spending. Important contextual effects on this evaluation from firms’ investor mix and analyst coverage are also shown for the first time. The findings help in reconciling conflicting prior results, and shed new light on how the financial market evaluates marketing expenditures.

The purpose of this paper is to propose a conceptualisation of the components of contextual marketing (CM), in light of the outcome of the Charleston Summit, through the development of the meaning and operation of language used in context – that is: the language and the associated meaning of words used in a highly socialised setting such as a small firm and articulated through conversation.

A conceptualisation of the components of CM are proposed based upon a critical review of pertinent literature and the development of extant conceptualisations for research at the marketing/entrepreneurship interface.

A model is produced that outlines a development of one of the four perspectives (as an outcome of the Charleston Summit) of research at the marketing/entrepreneurship interface and proposes that a third notion be considered in developing research studies that includes the wider aspects of sociology, psychology, anthropology and philosophy – in this case: sociolinguistics, in order that a better insight be gained of the meaning and operation of marketing at the “interface”.

A more detailed understanding of the components of CM will advance research meaning and gain practitioner credibility.

This paper develops a conceptual framework for future and further research at the interface by considering the need to introduce fundamental socially derived aspects to the scope of research – in this case the third notion of sociolinguistics – in order to gain a better insight to the phenomena of marketing in entrepreneurial small firms.

This research investigates the degree of emphasis put by the Australian manufacturing industry on marketing strategy, along with other organisational strategies such as research and development (R&D), human resources, technology, operations at the functional level. The study found that the emphasis on marketing strategy had a third place after operations and R&D strategy in the past few years. In terms of its effectiveness, marketing strategy has not been as effective as the operations strategy and the technology strategy. The research also investigates the relationship between marketing strategy and organisational performance. The results suggest that the increase in efforts for the development of new market segments/customers is found to be positively associated with the increase in sales growth in domestic and export markets. It is also found that market forecasting has a positive and significant relationship with the return on total assets while the development of new market segments/customers and market share analysis have a negative and significant relationship. The research extends further to investigate whether the emphasis on marketing strategy differs with contextual factors such as firm size, firm's generic strategy, type of market, firm's life cycle stage, etc. The findings suggest that relatively higher emphasis was placed on the marketing strategy by firms which are large, are involved in consumer goods industry, are involved in exports, have high domestic sales growth, and have adopted a differentiation strategy combined with a cost leadership strategy. In conducting this study, a mail survey was carried out to collect information from manufacturing firms across Australia, and 225 responses were received. This was followed by an on‐site interview of some of the senior managers of manufacturing firms in Adelaide, Melbourne and Sydney.

Many planning approaches on strategic flexibility often focus on a product and/or market perspective. The purpose of this paper is to argue that today's changes demand a “contextual” marketing intelligence and planning approach. There may be a bigger difference between one person's actions in two different situations than between the actions of two people in the same situation.

The paper's insights are based on a literature review and on insights from successful companies/brands (Google and Apple) dealing with today's changing business context.

Strategic flexibility is decomposing a customer context and then making adjacency moves from some sub‐contexts to a new broader context. It is about “zooming in” and “zooming out” to new directions.

Recently, it is about the choice between operating in tailor made contexts (creating niches as a company) or operating in a more holistic context, in which new contextual moves are partly or fully determined by customers themselves.

This paper gives another perspective on strategic flexibility.

The contingency approach and its relevance to theory building and research in marketing is described. The approach is delineated and its theoretical foundations traced. Several established contingency theories within the management discipline are outlined and the research they have stimulated on related topics in marketing are highlighted. An assessment of the current state of the contingency approach in marketing literature is then provided.

To provide propositions regarding how product, market, and firm contextual factors influence the appropriate channel structure of product services and to examine organizational actions resulting from maladjusted channel structures.

Building on previous research, six propositions are presented regarding how the choice of direct/indirect service processes is influenced by contextual factors. A seventh proposition is suggested regarding how maladjusted service channels put pressure on the industrial firm to change the service channel, or to compensate for the maladjustment by taking other measures. Five qualitative case studies conducted at American and European companies from different industries are used to test the seventh proposition.

Provides empirical support for the seventh proposition and illustrates alternatives for how compensation for maladjustments may be carried out.

Further research is needed into the mechanisms that can compensate for deviations from the appropriate service distribution channel suggested by the propositions put forth in this paper. Statistical generalization of the propositions on the other hand could be achieved through a wide survey.

The propositions could function as a managerial tool for identifying inappropriate channel structures, and thus also for identifying the need for change.

Refines and extends previous theory on the interrelationship between contextual factors and service distribution channels.

This paper is a study of competitive and cooperative interactions among members of a competitive industry group. There are few strategic, tactical or market moves that do not affect competition in any industry. Competitive and cooperative interactions among competitive firms are studied to determine how the reactions of competitors to an initiator of an action cause convergent or divergent patterns. It is hypothesized that the patterns, or cycles, of competitive and cooperative interactions are a function of complexity of the interaction cycle, degree of offensiveness of participants’ moves, action reversibility, previous interaction experience, interaction cycle visibility and response time. An empirical test of the hypothesis revealed that the two most strongly supported hypotheses were: interaction cycle complexity increases the likelihood of interaction cycle convergence, and interaction cycle visibility increases the likelihood of interaction cycle divergence.

The steel construction market has undergone gradual development in the past decades given its profound impacts on environment, economy and society. The purpose of this paper is to facilitate a better understanding of the major drivers and issues behind the market development of the steel construction industries around the world.

A three-step desktop research was conducted to select relevant research outputs published in the past 20 years. The research methodology in conducting these studies and their research trends were analyzed. Then the potential influencing factors for the market development of steel construction were identified through a content analysis of the selected studies.

A total of 59 articles were identified accordingly. These influencing factors were divided into five main themes: contextual, institutional, industrial, project-related and individual factors. In terms of the frequencies of these factors appeared in previous studies, “continuous development of standards, codes, and specifications” and “advance in product and process technology” were the top two driving forces in the market development of steel construction, while “cost issues” was the most frequently reported obstacle.

The study takes an initiative to establish a practical classification framework that can be dedicated to illuminating the critical issues or success factors affecting the development of the steel construction market. This framework can help policymakers, industry practitioners and researchers achieve sustaining success in steel construction in the developed, emerging and inactive markets.