Search results

Considers how research carried out during trade shows can help industrial firms to manage the new product development process. Discusses the NPD process and offers a scheme for classifying trade fairs, thus making the selection of appropriate events easier for the industrial marketer. Develops recommendations for the conducting of new product research at trade shows and concludes that while not a substitute for traditional NPD research methods due to cost limitations and the different types of attendees present at various events, good opportunities exist for industrial exhibitors to use NPD stages such as idea generation, screening and testing at trade shows rather than concentrating on the commercialization of new products.

Examines a new addition to thinking on adoption and diffusion of service innovations – the Cultural Anchoring Diffusion/Assimilation Model. Suggests that certain service innovations may encourage a type of psychological dependence that leads an individual′s self‐concept to become linked to his or her usage of a new service. Recommends, as a result of this model, several strategies for service marketing managers.

This article reviews the emerging use of foreign trade zones in the United States and presents a competitive analysis framework to segment markets, determine levels of marketing effort, and develop differential marketing strategies for zone services. Using a two‐dimensional model of potential use and competitive position, the proposed framework permits foreign trade zone services and market segments to be analysed in a single model where differential marketing strategies can be readily identified. The case of a recently formed trade zone is used to illustrate the application of the proposed framework.

The purpose of this paper is to reflect on Nenonen et al.’s paper on theorizing with managers. This paper discusses differences between marketing science and marketing practice and gives suggestions to reduce the theory–praxis gap. It gives examples of quantitative studies that have been performed with practioners and use the choices proposed by Nenonen et al. to draw conclusions.

This paper is based on personal experience of the author, which is supported by a substantial number of empirical studies.

Cooperation with marketing managers/decision-makers is most successful when the initiator is the practitioner. Public policy and litigation are the most promising areas for cooperation. It is difficult to publish the outcomes of these “joint” studies in top journals.

This study extends and continues the results of the study by Nenonen et al.

Increasing rates of change in technologies, markets, and other environmental factors make time a valued resource in marketing decisions. When decisions are made and implemented requires explicit managerial attention. Increased pressures on managers to develop profitable streams of new products make new product entry one of the more important marketing decisions affected by timing—especially in a rapidly changing environment. To improve the management of this decision, time‐based competitive entry strategies are considered, along with an approach for making the timing decision. The approach is based on a case study. Implementation aspects of the market entry timing decision are also considered.

This paper examines the role of managerial curiosity as a critical factor in determining the future impact of disruptive information technologies in a global organization. Specifically, this paper presents curiosity as a managerial characteristic that plays an important role in identifying disruptive information technologies and facilitating their early adoption. Further, it uses resource‐based theory as a theoretical lens to illustrate how managerial curiosity can be a source of sustained competitive advantage. Finally, it examines the individual decision styles that are best suited in assessing disruptive information technologies.

Philip Kotler is one of the pioneers who has contributed to the broadening of academic inquiry in the field of marketing. He has had a significant role in shaping how marketing is taught to and practised by students and managers of marketing. By examining the personal and macroenvironmental influences that have come to shape his work, this paper seeks to explore how Philip Kotler has achieved such influence in the field of marketing.

The research was driven by a desire to understand the context in which Kotler developed his work, including the personal influences on his life as well as the macroenvironmental forces within which his work has emerged. To this end, the reseaerch employed qualitative techniques to analyze a number of data sources including depth interviews with Philip Kotler and nine of his colleagues, participant observation at Kotler's 75th birthday celebration hosted by the Kellogg School, a review of marketing textbooks, and a review of relevant literature.

The research reveals the keys to Philip Kotler's success are his ability to learn from the people around him and the events of the times, and his ability to integrate this knowledge into succinct, well‐communicated, timely lessons for others to follow. Kotler's work emerged within a period of time that has witnessed a thrust towards marketing as a science and the rise of the managerial school of thought. Given this context, the significance of Kotler's work is that it has contributed to the legitimacy of the field of marketing as both a rigorous academic discipline and a managerial domain of strategic importance within organizations.

Gaining an understanding of Philip Kotler and his work contributes to our understanding of how the marketing field has been shaped, including the kinds of academic inquiry marketers deem legitimate and the nature of how we teach students to practice marketing management.

Little attention has been paid to the factors that have influenced the work of Philip Kotler and how he has, in turn, come to shape the field of marketing. This research allows the reader to see the man behind the work and the influences on his thinking.

This paper aims to argue that engagement with industry in research, while costly in terms of time and effort, can provide benefits in terms of measurable research impact, particularly in the business-to-business (B2B) domain.

This study draws joint experiences about how best to connect with an industry organization, how to engage with that organization and how to provide and document impact by transforming some aspect of that organization.

The findings of this study provide practical and implementable suggestions on how to engage in impactful B2B research.

This study discusses the special nature of the B2B domain and why engagement with industry is especially important and beneficial. Though such research may not be appropriate for all academics, this study argues that its high rewards more than compensate for its high costs.

This purpose of this article is to solve the problem of bidding on keywords in newly set-up search engine advertising campaigns. Advertisers setting up search engine advertising campaigns for the first time need to place bids on keywords, but typically lack experience and data to determine ranks that maximize a keyword’s profit (generally referred to as a cold-start problem).

The authors suggest that advertisers collect data from the Google Keyword Planner to obtain precise estimates of the percentage increases in prices per click and click-through rates, which are needed to calculate optimal bids (exact approach). Together with the profit contribution per conversion and the conversion rate, the advertiser might then set bids that maximize profit. In case advertisers cannot afford to collect the required data, the authors suggest two proxy approaches and evaluate their performance using the exact approach as a benchmark.

The empirical study shows that both proxy approaches perform reasonably well, the easier approach to implement (Proxy 2) sometimes performs even better than the more sophisticated one (Proxy 1). As a consequence, advertisers might just use this very simple proxy when bidding on keywords in newly set-up search engine advertising campaigns.

This research extends the stream of literature on how to determine optimal bids, which so far focuses on campaigns that are already running and where the required data to calculate bids are already available. This research offers a novel approach of determining bids when advertisers lack the aforementioned information.