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1 – 10 of over 3000Allam 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 aims to…
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.
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Vera Rebiazina, Elena Sharko and Svetlana Berezka
The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a…
Abstract
Purpose
The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a long-term, 13-year perspective.
Design/methodology/approach
The research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP) survey, and objective FP data from official statistical databases for 2008–2020 to verify the impact of RM practices on market and FP in the long term.
Findings
The research underlines the significant impact of RM practices. It is important to notice that the effect of product development (PD) on marketing performance is mediated by competitor orientation. PD affects market and FP, whose roles vary with the return on assets (ROA).
Research limitations/implications
Research design supplements the subjective survey data with the objective FP data on the ROA to avoid common method bias.
Practical implications
Implementation of RM practices by Russian companies can increase their effectiveness of performance in the long term.
Originality/value
This research shows the positive impact of RM practices on the FP of Russian firms over the past 13 years.
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Kwang-yong Shin, Fa-quan Ge and Peng-fei Qin
Research about the modern mutually beneficial nonprofit organizations (MBNPOs) has great value because of the increasingly important role that the MBNPO plays in society. The…
Abstract
Purpose
Research about the modern mutually beneficial nonprofit organizations (MBNPOs) has great value because of the increasingly important role that the MBNPO plays in society. The establishment and management of MBNPOs are critical for its development.
Design/methodology/approach
Integrated marketing communications (IMC) theory is applied to the research on establishment and management innovation. The establishment of MBNPOs needs four sequential steps: identifying the target group, providing services to meet the demand of stakeholders, designing appropriate communication tactics and deploying proper organizational structure to accomplish efficient communication.
Findings
Three types of approach enable traditional enterprises to transform into MBNPOs: product innovation, operational innovation and synergetic development. The application of IMC theory accomplishes management innovation of MBNPOs in three aspects: leading market-orientation specific to stakeholder-orientation, making management innovation systematic in MBNPOs and clarifying targets of management innovation in MBNPOs.
Originality/value
This is one of the first examinations of establishment path and management innovation of MBNPO based on IMC theory.
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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 such…
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.
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Victoria Gosling, Garry Crawford, Gaynor Bagnall and Ben Light
The purpose of this paper is to consider the key findings of a yearlong collaborative research project focusing on the London Symphony Orchestra’s development, implementation and…
Abstract
Purpose
The purpose of this paper is to consider the key findings of a yearlong collaborative research project focusing on the London Symphony Orchestra’s development, implementation and testing of a branded smartphone app. This app was designed to primarily sell discounted tickets, engage and inform a student audience.
Design/methodology/approach
A mixed-method approach including an analysis of the technology, focus groups and interviews was used.
Findings
Though the aims of app developers and marketers are often to provide customers with more choice and interactivity, this research suggests that though the app proved a useful mechanism for selling discounted tickets, it indicates that existing customers were mostly enroled and mobilised via a limited and focused functionality for the app.
Originality/value
This paper is significant as mobile phone use remains comparatively under-researched, in particular there is still a relatively small literature on the growing phenomena of apps, and even less on their use in brand marketing. Also importantly, though this paper offers a consideration of one case, the app has since been expanded to include the ticketing for ten major orchestras in London, and moreover, many of the lessons learnt from this study will be of relevance to other arts organisations.
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Susana C. Silva, Wilian Feitosa, Paulo Duarte and Marta Vasconcelos
The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and…
Abstract
Purpose
The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a theoretical framework.
Design/methodology/approach
The authors implemented some actions to change procedures on SM management. Monitoring five months of data, the authors could compare the SM engagement before and after changes on SM management. Then, a convenience sample of 205 useable questionnaires was collected. The population of the study comprised Portuguese Facebook users who liked the Alento Facebook Fan Page. An analysis of honeycomb dimensions was performed.
Findings
The engagement level on Alento’s SM was increased by changing procedures identified on survey. In five months, Alento’s number of followers was increased by just 4.5 per cent, interactions were increased by 35 per cent, views were more than twice (+122 per cent) and fans who clicked on Alento’s Facebook page’s links were increased by 146 per cent.
Research limitations/implications
There were also some limitations related to the sample, since the authors only obtained 205 responses. Therefore, the second suggestion for future investigations would be to conduct the survey on a larger number of people. This study just considers five months after changing procedures. A longer range of time could produce different results.
Practical implications
The most relevant contribution of the current study is the offer of some insights into the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature.
Social implications
The importance of SM to spread good content and to reduce media costs is reinforced in this study.
Originality/value
This study is innovative, as it identifies a need of change on SM management, proposes and implements new procedures, checking its results. SM marketing is a new wagon of study, and the problem of how to increase engagement on professional SM is on top priorities of the field.
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Sofía Blanco-Moreno, Ana M. González-Fernández and Pablo Antonio Muñoz-Gallego
The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas…
Abstract
Purpose
The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas have developed over a 27-year time period from 1996 to 2022. This study analyzed 1,152 studies to identify the principal thematic areas and emergent topics, principal theories used, predominant forms of analysis and the most productive authors in terms of research.
Design/methodology/approach
The articles for this research were all selected from the Web of Science database. A systematic and quantitative literature review was performed. This study used SciMAT software to extract indicators. Specifically, this study analyzed productivity and produced a science map.
Findings
The findings suggest that interest in this area has increased gradually. The outputs also reveal the innovative effort of industry in new technologies for developing models for tourism marketing. Ten research areas were identified: “destination marketing,” “mobility patterns,” “co-creation,” “gastronomy,” “sustainability,” “tourist behavior,” “market segmentation,” “artificial neural networks,” “pricing” and “tourist satisfaction.”
Originality/value
This work is unique in proposing an agenda for future research into tourism marketing research with new technologies such as BD and artificial intelligence techniques. In addition, the results presented here fill the current gap in the research since while there have been literature reviews covering tourism with BD or marketing, these areas have not been studied as a whole.
Propósito
El objetivo de esta investigación fue descubrir nichos representativos de áreas emergentes y examinar el área de Marketing, Turismo y Big Data, evaluando cómo han evolucionado estas áreas temáticas durante un período de 27 años desde 1996–2022. Analizamos 1.152 investigaciones para identificar las principales áreas temáticas y temas emergentes, las principales teorías utilizadas, las formas de análisis predominantes y los autores más productivos en términos de investigación.
Metodología
Todos los artículos para esta investigación fueron seleccionados de la base de datos Web of Science. Realizamos una revisión sistemática y cuantitativa de la literatura. Utilizamos el software SciMAT para extraer indicadores. Específicamente, analizamos la productividad y elaboramos un mapeo científico.
Hallazgos
Los hallazgos sugieren que el interés en esta área ha aumentado gradualmente. Los resultados también revelan el esfuerzo innovador de la industria en nuevas tecnologías para desarrollar modelos de marketing turístico. Se identificaron diez áreas de investigación (“marketing de destinos”, “patrones de movilidad”, “co-creación”, “gastronomía”, “sostenibilidad”, “comportamiento turístico”, “segmentación de mercado”, “redes neuronales artificiales”, “precios”, y “satisfacción del turista”).
Valor
Este trabajo es único al proponer una agenda para futuras investigaciones en investigación de Marketing Turístico con nuevas tecnologías como Big Data y técnicas de Inteligencia Artificial. Además, los resultados presentados aquí llenan el vacío actual en la investigación ya que si bien se han realizado revisiones de literatura que cubren Turismo con Big Data o Marketing, estas áreas no se han estudiado como un conjunto.
目的
这一特定研究领域的目标是发现具有代表性的新兴领域, 并考察市场营销、旅游和大数据研究领域, 以评估这些主题领域在1996年至2022年的27年间是如何发展的。我们分析了1152项研究, 以确定主要专题领域和新兴主题、使用的主要理论、主要的分析形式以及在研究方面最有成效的作者。
方法
本研究的文章都是从Web of Science数据库中选出的。我们进行了系统化的定量文献审查, 并使用SciMAT软件来提取指标。具体来说, 我们分析了生产力并制作了一个科学研究地图。
研究结果
研究结果表明, 人们对这一领域的兴趣已经逐渐增加。本文也揭示了工业界在开发旅游营销模式的新技术方面的创新努力。研究确定了十个研究领域:“目的地营销”、“流动模式”、“共同创造”、“美食”、“可持续性”、“游客行为”、“市场细分”、“人工神经网络”、“定价 “和游客满意度”。
原创性
这项研究的独特之处在于提出了未来利用大数据和人工智能技术等新技术进行旅游营销研究的议程。此外, 本文的结果填补了目前的研究空白, 因为虽然有文献综述涉及旅游与大数据或市场营销, 但这些领域还没有被作为一个整体来研究。
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The purpose of this study is to, first, analyze the past years of research on international branding and, second, building on an early literature review, to analyze patterns in…
Abstract
Purpose
The purpose of this study is to, first, analyze the past years of research on international branding and, second, building on an early literature review, to analyze patterns in the field and suggest future research.
Design/methodology/approach
The analyzed papers were compiled using the Web of Science and Scopus databases. The author searched papers published between 2007 and 2023 that used terms related to international branding in their title, abstract and keywords.
Findings
This paper structures and identifies key institutions, papers, regions and authors in the field. It provides an overview of the past years of research in the area. The study identifies important gaps in the literature and suggests further research dealing with, for example, the B2B sector and emerging markets.
Originality/value
Despite the increase in international branding studies, few literature reviews have been published since 2007. This review fills this research gap. It identifies future research areas dealing with branding in the B2B sector, branding in emerging markets, branding process and implementation studies using longitudinal methods and more practical research.
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The purpose of this study is to review and analyze the status of word-of-mouth (WOM) research in the business-to-business (B2B) context and discuss and identify new possible…
Abstract
Purpose
The purpose of this study is to review and analyze the status of word-of-mouth (WOM) research in the business-to-business (B2B) context and discuss and identify new possible future directions.
Design/methodology/approach
A systematic review was conducted and 36 articles on B2B WOM were collected to evaluate the current state of the literature and clarify possible future research directions.
Findings
This thematic analysis categorize these articles into three themes: WOM generation, WOM usage and reference marketing. Under each theme, the authors reveal research findings unique to B2B research and different from business-to-consumer (B2C) WOM research. This study identifies several research questions that should be addressed by future research.
Originality/value
Both academic researchers and business practitioners recognize that WOM plays an essential role in B2B marketing. However, no review paper focuses on WOM in the B2B context. Findings in the B2C WOM literature suggest that WOM substantially influences firms’ performance, but that managers cannot simply attempt to extrapolate B2C findings to the B2B arena. By synthesizing and assessing prior research on WOM in the B2B context, this study contributes to a better understanding of the B2B WOM phenomenon and facilitates future research on this topic.
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