Search results

There is an increasing interest in the role of business orientations in relation to why organizations vary in e-marketing adoption. Nevertheless, there is still scant evidence on electronic marketing orientation (EMO) within the Small and Medium-sized Enterprise (SMEs) context. This paper aims to shed light on the key factors that affect the degree of e-marketing adoption among SMEs from an organizational orientation perspective.

The study uses a cross-sectional survey of just over 135 European SMEs. The constructs are measured using multi-item indicators to capture the underlying theoretical domains.

The results show that EMO in SMEs is a high order construct that consists of three main components, principally: management beliefs, initiation and implementation activities. The degree of EMO is primarily affected by perceived relative advantage and customer pressure.

The study focuses on for-profit SMEs in developed economies. Future researchers may replicate this study using qualitative methods in different contexts (i.e. developing countries) across several technologies and platforms (i.e. websites, internet of things, mobile applications and social media networks).

This study further extends the literature on EMO and provides answers to the questions related to the variation in SMEs’ e-marketing adoption. Practitioners can apply the EMO construct to evaluate their orientation towards e-marketing, and most importantly, to take the required remedial action to improve their performance in digital commerce.

This research examines the extent to which the number of sales forecasting methods used by a company affects forecast accuracy and the extent to which organisation affects the number of sales forecast methods chosen. The objective is to better understand marketing management practices in this respect. Contextually, the study is part of the shift in sales forecasting research away from studies of accuracy per se to studies of organisation and implementation issues. It is widely recognised that objective techniques improve forecast accuracy, especially in the long run; yet, there is considerable evidence that such techniques are not widely used. The question of why there is such a discrepancy between practice and conventional wisdom, accounts, in large part, for this interest in organisation and implementation and the development of forecast models that incorporate implementation strategies.

In recent years, guides to hiking trails and wilderness areas have enjoyed an increase in popularity. Here, Douglas J. Ernest and Lewis B. Herman evaluate more than 100 such books.

Poland is the leading economy in eastern Europe as measured by its rapid economic growth, inward direct investment and pace of market changes since 1989, when it first moved towards a free market economy. An advertising industry has been one by‐product of this process, an important institution in the creation of a market orientation. Examines one related aspect of the change: the degree of adaptation of advertising by Polish marketers as measured by the advertising process. The central research question is whether or not an economy’s stage of market orientation has any impact on its advertising management.

This study aims to look at the conventional wisdom with regards to budgeting methods, processes, and sophistication in light of recent macro work relating budgetary approaches to risk‐taking.

Based on a survey of UK advertisers and personal interviews, current advertising and promotions budgeting methods and processes are summarized. A series of hypotheses relating risk, process and experience to advertising and promotions budgeting sophistication were tested.

UK advertisers were found to use a variety of budgeting methods (two methods on average per company). Judgmental methods dominate, especially the “what is affordable” method, but at the same time more sophisticated methods like objective and task and measurement techniques (in particular return on investment) were solidly represented. The relationship between budgeting sophistication and risk was investigated, the premise being that risk and budgeting sophistication are inversely related, as well as budgetary processes and marketing experience.

Considerable insight is provided into the methods and processes being used. It is concluded that the explanation as to why firms use sophisticated or unsophisticated methods for setting their advertising and promotion budgets is largely related to organizational culture.

Just over 1.5 percent of the UK's gross domestic product is spent on advertising and promotions (£19 billion). The study suggested that the primary reason for the lack of consensus on budgetary sophistication is that stakeholders involved with budgeting are far less concerned with specific methods than dealing with cultural norms, personalities, access to supporting data and policies and practices.

Music education and music therapy offer many positive benefits for students with disabilities. This chapter highlights some of the most recent research in both fields and in neuroscience that offers strategies for special educators to use to increase inclusion in music classes and ensembles.

THE MAJOR CONTRIBUTION, though not the only one, has been made by Scottish authors, both by the well‐known ones, such as R. L. Stevenson and J. M. Barrie, in whose work their Scottish origin has played its part, and by others, like Norman Macleod and Ian Maclaren, whose reputation scarcely extended outside their native country or has been since forgotten.

This paper focuses on the problems inherent in the use of student samples in business research.

The subject is examined through the opinions of prior researchers, and the pros and cons are presented. The issues of internal and external validity are discussed, and the dangers of theory development without proper application are highlighted.

Business researchers are cautioned, especially in the case of scale development and cross-cultural research, to avoid the use of student samples.

While this subject has been the source of debate for many years, business researchers are still regularly using student samples for their research. The dangers are too great to simply be ignored because the price is right.