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Few well-documented studies have explained the importance of researching firms' marketing analytics capability (FMAC). In spite of its significance, there is scant attention to conceptualising and empirically investigating FMAC and its consequences in a data-driven business context. Thus, this study aims to develop and test a conceptual model that relates FMAC and its repercussions in the data-rich business environment.

This study analysed the data from 250 managers amongst large and medium-sized manufacturing and service-intensive firms. Furthermore, this research performed an empirical study by using operationalised questionnaire survey method to verify the hypotheses and reach its theoretical and managerial implications. Structural equation modelling with maximum-likelihood estimation method was applied to verify the validity of the proposed research model.

Multivariate analysis results show that FMAC significantly influences firms' competitive marketing performance (FCMP) with the presence of holistic marketing decision-making (HMDM) as a mediator. Moreover, adoption of artificial intelligence (AAI) enhances the relationship of FMAC-HMDM and FMAC-FCMP linkages.

This study analyses how FMAC can enhance FCMP and contributes to resource-based views and technological capability theories. From a managerial perspective, guidelines are provided for marketers to adopt advance technologies, such as AI, to optimise FMAC and HMDM to achieve competitive marketing performance.

Believing that “how to be competitive in marketing performance under data-rich-environment”, this research is the first to use the data of a firm manager to facilitate the understanding of FMAC, which provides a new direction for improving marketing performance. In addition, HMDM and AAI are also proposed for firms to optimise FCMP.

The authors do not claim that the following represents the views of any one tribe but instead the culmination of the academic literature written on the topic. Marketing’s current Western dominant social paradigm (DSP) is said to perpetuate “green”, yet unsustainable practices. The DSP does not support strictly pro-environmental practices and its proposed alternative, the new environmental paradigm (NEP), lacks in-depth conceptualisation, especially concerning business and marketing activities. However, the two paradigms contrast so much that a shift from one to the other is vehemently argued against and conceptually rife with problems. This paper aims to expand upon the merits of the NEP using indigenous people’s environmental philosophies [1] – as examples of historically supported and successful sustainable philosophies. It conceptualises a Relational view to provide a more practical alternative to the DSP and includes propositions for marketing implementation of this perspective.

By explicating both the DSP and NEP and reflecting on each through an indigenous Māori view, this paper provides propositions for a broadened paradigm that supports sustainability and its application for sustainable marketing.

The implications of this research are in the area of paradigm development and in providing an alternative paradigm to that of the DSP. This paper is the first to fully explicate parts of the NEP and considers a solution to the problems of changing the current DSP so drastically by broadening the NEP using a Relational worldview.

The propositions and examples provided in this work give practical application of the newly presented paradigm for marketers influenced by indigenous belief systems.

This paper is the first to explicate parts of the NEP and broaden its reach by integrating a Relational worldview as an alternative to drastically changing the current DSP. It does so by proposing that marketers embrace a middle ground that is influenced by indigenous belief systems.

This study, an exploratory research, aims to investigate social media users' expectations of information systems (IS) products that are conceived but not yet launched. It specifically analyses social media data from Twitter about forthcoming smartphones and smartwatches from Apple and Samsung, two firms known for their innovative gadgets.

Tweets related to the following four forthcoming IS products were retrieved from 1st January 2020 to 30th September 2020: (1) Apple iPhone 12 (6,125 tweets), (2) Apple Watch 6 (553 tweets), (3) Samsung Galaxy Z Flip 2 (923 tweets) and (4) Samsung Galaxy Watch Active 3 (207 tweets). These 7,808 tweets were analysed using a combination of the Natural Language Processing Toolkit (NLTK) and sentiment analysis (SentiWordNet).

The online community was quite vocal about topics such as design, camera and hardware specifications. For all the forthcoming gadgets, the proportion of positive tweets exceeded that of negative tweets. The most prevalent sentiment expressed in Apple-related tweets was neutral, but in Samsung-related tweets was positive. Additionally, it was found that the proportion of tweets echoing negative sentiment was lower for Apple compared with Samsung.

This paper is the earliest empirical work to examine the degree to which social media chatter can be used by project managers for IS development projects, specifically for the purpose of end-users' expectation management.

This paper advocates the merits of a holistic qualitative research method and analysis as being the most penetrative method for determining the decision making process of SME owner‐managers. This holistic method is refined in use and illustrated in an example of assessing the processes and outcomes of SME decision making in respect of the “product” aspects of marketing activity. The methodology allows the range of important issues that may be expected to be inherent in how entrepreneur owner‐managers DO marketing to be identified; and to determine the quality of this decision making. This methodology could be used for other applications in a variety of marketing circumstances, and, indeed, a key feature of the methodology outlined in this paper is its flexibility and adaptability.

Integrating conceptual perspectives from social exclusion, thinking style and context effects, this study aims to examine how different types of social exclusion influence attraction and compromise effects.

Eight studies were conducted. To establish the causal relationship between social exclusion types and context effects, this study uses experimental designs in all studies.

The attraction effect is stronger when consumers feel rejected than ignored, whereas the compromise effect is stronger when they feel ignored than rejected. Consumers who feel rejected increase their propensity to think holistically, which in turn leads to their choice preferences for asymmetrically dominant options. Conversely, those who feel ignored increase their propensity to think analytically, which in turn leads to their choice preferences for compromise options.

The findings show that consumer preferences for one option over the other alternatives in choice contexts are susceptible to subtle differences in the manner that exclusion is communicated. The studies are limited to recall tasks and scenarios that previous research has shown to be effective. Future research may use actual exclusion to corroborate this study’s findings.

Marketing practitioners may benefit from this study’s findings when it comes to an increase in the relative share of their target brand against their competitor brands by introducing a third option.

To the best of the authors’ knowledge, this research is the first to provide evidence that exclusion communicated in an explicit manner produces the attraction effect, whereas exclusion communicated in an implicit manner produces the compromise effect. Given that threatening situations often influence individuals’ preferences and choices, how social exclusion shapes cognitive processes is an empirical question worthy of investigation.

This paper forms Part 2 of a monograph detailing a study that sought to examine the key determinants of SME marketing. It reports the key findings with respect to marketing competency in SMEs, explores the strong sales orientation of such firms, examines the nature and use of SME personal contact networks and considers to what extent formal marketing planning is practiced in such enterprises. New insights to these important areas of small firm research are presented. A new model of SME marketing competency is developed, depicting competencies at three levels, foundation, transitional and marketing in practice. The monograph concludes with a holistic interpretation of the data that enables the development of a new model of SME marketing.

This paper aims to demonstrate how and why holistic thinking mitigates the negative impact of large assortments on satisfaction.

Five between-subject experiments demonstrate the mitigating role of holism on choice overload across a variety of contexts.

While large assortments create overload feeling, holistic thinking mitigates the negative impact of overload feeling on satisfaction for both chronic (Studies 1a and 1b) and decision-specific (Studies 1b and 1c) holistic thinkers, as well as those who adopt a more holistic thinking style because of the decision goal (Study 2) or incidental priming (Study 3).

This paper introduces a new moderator of choice overload effects – holistic thinking – and shows how it mitigates the negative indirect effect of assortment size on satisfaction. This paper contributes to the literature on assortment size effects and shows that even when assortment size increases overload feeling, this negative impact of assortment size can still be reduced.

Marketers with large assortments can reduce the negative impact of overload feeling and increase satisfaction by promoting the hedonic features of the products and encouraging holistic thinking. Similarly, consumers can reduce the negative impact of overload feeling by approaching their consumption more holistically either because of their individual traits or situational factors.

This research contributes a new moderator to the choice overload literature: holistic thinking. In doing so, it adopts a broader consideration of the decision-making process underlying overload effects and pinpoints how (i.e. by which path) holistic thinking mitigates the negative impact of large assortments.

Understanding the customer has been the focus of attention of businesses and academia for many decades. Starting in 1960s, complex buyer behavior models developed by Nicosia, by Howard and Sheth (1969), were followed by Engel, Blackwell and Miniard in 1978 (Engel, Blackwell, & Miniard, 1990) to understand the buying process, shaping the thoughts today about consumers’ experiences in an omnichannel world. Interest in customer perceptions and expectations (Parasuraman, Berry, & Zeithaml, 1991), SERVQUAL (Parasuraman, Zeithaml, & Leonard, 1985) and SERVPERV (Cronin & Taylor, 1994) moved the academia to discuss the relationship marketing (Morgan & Hunt, 1994; Parvatiyar & Sheth, 1999; Peterson, 1995; Sheth & Parvatiyar, 1995). Wilson’s model (1995) of buyer–seller relationships extended the former models with additional concepts like social bonds, comparison level of alternatives, power roles, technology, structural bonds and cooperation as influencers on relationship development stages. His emphasis reflects a high relevancy in the omnichannel world of customers’ interactions today. Winer (2001), a pioneer to discuss the customer relationship management focused on a database to know about customers’ purchase history and interests. The millennium look at customer lifetime value is again relationship focused. For Fader, Hardie, and Lee (2005) rather the long-term focus of the consumer value and actions are important to understand the loyalty and nonlinear nature of relations. While Reinartz and Kumar (2003) focused on profitable customer lifetime and customer heterogeneity, Verhoef (2003) analyzed the impact of customers’ relationship perceptions and relationship marketing instruments on both customer retention and customer share development. The customer-centric thinking was first discussed by Grönroos (2006) within a new definition of marketing. The service dominant logic (Vargo & Lusch, 2008) resulted in the next highlight, the co-creation of value with customer involvement and customer advisory (Güngör, 2012; Güngör & Bilgin, 2011; Messner, 2007) empowering the customers and giving them the control over the supplier networks. Different factors will be influential at different stages of the buying process of customer clusters. The Web- and non-Web-based customer-centric measures can be multifold. Andersson, Movin, Mähring, Teigland, and Wennberg (2018) and Bank (2018) emphasize the importance of technology readiness focus throughout the customer–supplier journey. The question to be answered is, to which extent the empowered customers and the suppliers of this age are ready to adopt, embrace and finally use new technologies in the omnichannel world of holistic interactions that form new visions, expectations, values and desires in a tremendous speed. Ideas and experiences are shared and exchanged in online communities without the need of the involvement of the suppliers. This “holistic view” challenges firms further through the seamlessness it requires to create unity. Customer-centric research needs a new push for the development of instruments and measures to cope with the consumer decision process challenges. Process thinking is needed to capture the purchasing habits in an omnichannel world and to build a new thought for customer journey experience with the aim to understand technology-linked value propositions of customer clusters to optimize channel interactions. Customer journeys have to focus and describe the online/offline experiences at the hybrid shopping mile, trace the behavioral influential factors of the customers’ and sellers’ world in a technological environment. This chapter will discuss “Technology based Orbit Interactions” for “The Hybrid Shopping Mile and its Customer Journey Mapping” with a “Customer Intelligence Framework.” The outcome of the hybrid customer journey mapping gives orientation for customer-management decisions in developing new approaches.

This research aims to investigate how preference for marketing research methodology (quantitative vs qualitative) is contingent on the thinking orientation (analytic vs holistic) of the researchers.

Thinking orientation was measured and then manipulated in laboratory experiments. Cross-cultural evidence was sought by comparing Western and East Asian participants.

Results demonstrate that researchers with an analytic (holistic) thinking orientation tend to perceive quantitative (qualitative) methodology more favorably. Further, the need to offer reasons in support of the choice strengthened the effect of thinking orientation.

Understanding researchers’ preferences for one research methodology over the other has broad relevance for external constituents, as it involves a great deal of managerial commitment in terms of time and money and can affect the results of the research.

This is the first study to investigate factors that underlie researchers’ choice regarding research methodology, and it also extends the literature on analytic versus holistic thinking orientation in the marketing field.