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Article
Publication date: 26 July 2018

Joel Hietanen, Pekka Mattila, Antti Sihvonen and Henrikki Tikkanen

The purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury…

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1136

Abstract

Purpose

The purpose of this paper is to continue the emerging stream of literature that has found knockoffs and counterfeits to be unobtrusive or even beneficial to luxury companies by analyzing how they produce paradoxes of meaning and contribute to the renewal of luxury markets. This is done by exploring them as doppelgänger brand images that reappropriate brand imagery for their own purposes.

Design/methodology/approach

This is a conceptual paper that focuses on the role of knockoffs and counterfeits in the renewal of luxury markets.

Findings

The findings highlight how knockoffs and counterfeits can contribute to the emergence and cyclical diffusion of luxury. As luxury offerings are introduced to the market, knockoffs and counterfeits accelerate the snob effect, aid in anchoring trends and contribute to induced obsolescence. During diffusion, knockoffs and counterfeits can strengthen aspiration, bandwagon and herding effects. In doing so, knockoffs and counterfeits create a paradox as they simultaneously legitimize the idea of the “authenticity” of genuine offerings through their presence in the market and create cyclical demand for novel offerings by undermining the authenticity claims of existing luxury offerings. Thus, knockoffs and counterfeits can be understood as a paradox of luxury markets that contributes to the market cyclicality not despite but because of this paradoxical interplay.

Originality/value

While research on knockoffs and counterfeiting is plentiful in the field of marketing, this is among the few studies that analyze how these offerings contribute to luxury markets and their renewal.

Details

Marketing Intelligence & Planning, vol. 36 no. 7
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 14 November 2016

Johanna Frösén and Henrikki Tikkanen

The study investigates the development of three key strategic marketing constructs – market orientation, marketing-related business process capabilities and marketing…

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1376

Abstract

Purpose

The study investigates the development of three key strategic marketing constructs – market orientation, marketing-related business process capabilities and marketing performance measurement – as well as their performance implications over a period of six years in a Nordic setting. The aim of the study is to shed light on recent developments in contemporary strategic marketing, and thereby to identify managerially relevant points of focus for the future.

Design/methodology/approach

The study builds on a national-level survey study conducted among Finnish companies of various sizes representing different industries and market positions in 2008, 2010, 2012 and 2014. The data capture the development of strategic marketing over the most recent business cycle, from the upturn to the financial crisis of late 2008, the following downturn and the recent tentative recovery.

Findings

The findings shed light on the changing role of the three key strategic marketing constructs over the years. Particularly, the study supports the recent notion that market orientation is no longer a differentiator, but a standard. Furthermore, the study sheds light on the varying role of marketing-related business process capabilities over the changing business cycle. Finally, the study shows that marketing performance measurement maintains its beneficial impact on firm performance across years and across the business cycle.

Practical implications

By investigating recent developments in the field of strategic marketing, taking into account the changing business cycle and the broader trends and developments in the field, this study provides insights for managers of both product and service businesses on how to better adjust their marketing efforts to the contemporary business environment and its economic development.

Originality/value

To the best of the authors’ knowledge, this is the first comprehensive study on a national level that longitudinally investigates the role and impact of the three key strategic marketing constructs, with a particular focus on their relative performance impact over time.

Details

European Journal of Marketing, vol. 50 no. 12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 March 2000

Rami Olkkonen, Henrikki Tikkanen and Kimmo Alajoutsijärvi

Despite the fact that commercial sponsorship nowadays is a common phenomenon with salient effects on different aspects of developed societies at large (e.g. sports, the…

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5272

Abstract

Despite the fact that commercial sponsorship nowadays is a common phenomenon with salient effects on different aspects of developed societies at large (e.g. sports, the arts, the public sector, the media), academic research interest in this closely marketing‐related field seems to be rather low. Although there have been significant changes in marketing thinking during the 1990s, current research on sponsorship seems to be “stuck” in the more traditional, marketing‐mix management – and mass communicative effects‐based discourse. This paper aims at presenting a theoretical overview of how current sponsorship research could be developed further by applying the basic ideas and concepts provided by the interaction/network approach to the study of sponsorship‐related phenomena. Adopting an interaction/network perspective means that, instead of measuring the mass‐communicative effects on various audiences, the focus is on understanding the development of sponsorship relationships and networks, as well as on interpersonal communication processes going on between the sponsorship parties.

Details

Corporate Communications: An International Journal, vol. 5 no. 1
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 2 January 2007

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329

Abstract

Details

Business Strategy Series, vol. 8 no. 2
Type: Research Article
ISSN: 1751-5637

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Article
Publication date: 1 April 1998

Henrikki Tikkanen

In this paper, the basic tenets of the European industrial networks research tradition are introduced. It is argued that the network approach offers a particularly…

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2653

Abstract

In this paper, the basic tenets of the European industrial networks research tradition are introduced. It is argued that the network approach offers a particularly powerful descriptive tool for analyzing contemporary interorganizational business exchange. The network approach is applied in a case study of a Finnish SME sector furniture manufacturer’s focal net. The case study should be understood as an example of how the network approach can generate meaningful analyses and provide practical implications for capability development, marketing and purchasing, and strategy development.

Details

Journal of Business & Industrial Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 September 2002

Maria Anne Skaates, Henrikki Tikkanen and Jarno Lindblom

Project operations are a dominating mode of international business. Managing relationships and networks is crucial to project marketing success both at the level of the…

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7126

Abstract

Project operations are a dominating mode of international business. Managing relationships and networks is crucial to project marketing success both at the level of the individual project and at the level of multiple projects. This article first defines key characteristics of project business, identifies potentially relevant actors in the project marketing milieu, and emphasizes the importance of constantly nurturing project business relationships, also in “sleeping relationship” periods where concrete projects are not expected. Thereafter the points made are illustrated with a Finnish‐Chinese turnkey project case at the level of the individual project and a Danish‐German professional service project case at the level of multiple projects. It is concluded that project managers and marketers should focus their attention on the management of project relationships before, during, and after projects, as well as on relevant environmental factors in the project marketing milieu, instead of using resources on sporadic or last minute running after potential projects.

Details

Journal of Business & Industrial Marketing, vol. 17 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 August 2000

Rami Olkkonen, Henrikki Tikkanen and Kimmo Alajoutsijärvi

Owing to the strong position of traditional marketing communications (especially advertising) research and consumer marketing related theories in the general field of…

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16698

Abstract

Owing to the strong position of traditional marketing communications (especially advertising) research and consumer marketing related theories in the general field of marketing, the prevailing concepts of communication can be labeled as “mass communicative” in current marketing discourse as a whole. However, along with the rise of various “relational approaches” in marketing, the focus of marketing research seems to shift from products and firms as a central unit of analysis to people, organizations and the social processes that bind actors together in ongoing relationships. In these interactive relationship/network contexts, the nature of communication is hardly mass communicative. This article aims at presenting a theoretical framework on the role of communication in business relationships and networks. The interaction/network approach to marketing means moving from the current perspective of marketing’s mass‐communicative effects and consequent communicative behaviors of organizations to the “lower level” of interpersonal communication processes occurring within business relationships and networks.

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Management Decision, vol. 38 no. 6
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 3 May 2011

Jaakko Aspara, Juha‐Antti Lamberg, Arjo Laukia and Henrikki Tikkanen

This paper aims to offer a conceptualization of how and why corporate level strategic change may build on historical differentiation at business unit level.

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21391

Abstract

Purpose

This paper aims to offer a conceptualization of how and why corporate level strategic change may build on historical differentiation at business unit level.

Design/methodology/approach

Methodologically, an historical case study of Nokia Corporation's drastic business model transformation between the years 1987 and 1995 is reported.

Findings

The conceptual and historical work results in a process model of business model change, demonstrating how central business units feed strategic alternatives and capabilities to the corporate‐level transformation process.

Practical implications

The results highlight the importance of corporate level “market mechanisms' that allow promising strategic alternatives to emerge and select out inferior options. In this process, a key mechanism is the exchange of executives and cognitive mindsets between business units and corporate headquarters (CHQ).

Originality/value

The reported research offers an original contribution by showing the dynamic interplay of cognitive and organizational change processes, and highlighting the importance of building on existing capabilities and competencies despite the pressure to demonstrate strong turnaround activities.

Details

Management Decision, vol. 49 no. 4
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 20 September 2011

Jaakko Aspara and Henrikki Tikkanen

The purpose of this paper is to contribute to the corporate marketing literature by examining how an individual's identification with a company influences their…

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2759

Abstract

Purpose

The purpose of this paper is to contribute to the corporate marketing literature by examining how an individual's identification with a company influences their willingness to invest in the company's shares.

Design/methodology/approach

A set of hypotheses was developed, based on theory, and survey data were obtained from 440 individuals in order to test the hypotheses. The data pertained to the individuals' recent decisions to invest in particular companies' shares, and to the degree of their identification with the companies' identities. The analysis method was PLS path modelling.

Findings

First, an individual's identification with a company was found to have a positive effect on their determination to invest in the company's shares rather than in other companies' shares that have approximately similar expected financial returns/risks. Second, company identification was found to elicit preparedness to invest in the company's shares with lower financial returns expected from the shares than from other shares. Both influences were partly mediated by the individual's willingness to give support to a company with which they identify.

Research limitations/implications

The study pertains to company identification of individual investors; institutional (and professional) investors are beyond the scope of the paper. Also, the sample focuses on investors in a single country (Finland), and the data may involve some self‐reporting and retrospection biases.

Practical implications

Considering corporate marketing in the stock markets, individuals who identify with the company are identified as worthwhile targets when the company seeks to attract new investors.

Originality/value

The paper provides theoretical grounding for and empirical evidence of the positive influence of company identification on individuals' willingness to invest in companies' shares. It is a novel finding for corporate marketing literature that individuals express their identification with a corporate brand also through investing in its shares.

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Article
Publication date: 1 February 2003

Maria Anne Skaates, Henrikki Tikkanen and Kimmo Alajoutsijärvi

Many types of commercial professional services are commonly sold as projects. Therefore this article draws on the project marketing literature to elucidate the…

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1817

Abstract

Many types of commercial professional services are commonly sold as projects. Therefore this article draws on the project marketing literature to elucidate the international marketing of professional service projects. After an initial literature review, the project marketing milieu concept’s a priori territorial definition is critically examined on the basis of cases concerning the internationalization of Nordic architectural firms. It is hypothesized that territoriality plays the biggest role in situations where a firm is moving from one national milieu with well‐established norms, rules, and representations to another national milieu with similarly well‐developed norms, rules, and representations, yet that there also exist global milieux. Managerial implications concerning professional service firms’ preparation for entering a foreign milieu as well as subsidiary or office establishment abroad are provided.

Details

Journal of Services Marketing, vol. 17 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

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