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1 – 10 of 10Gregor Pfajfar, Maciej Mitręga and Aviv Shoham
In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing…
Abstract
Purpose
In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise.
Design/methodology/approach
This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon.
Findings
Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years.
Originality/value
This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic.
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Jörg Henseler and Florian Schuberth
In their paper titled “A Miracle of Measurement or Accidental Constructivism? How PLS Subverts the Realist Search for Truth,” Cadogan and Lee (2022) cast serious doubt on PLS’s…
Abstract
Purpose
In their paper titled “A Miracle of Measurement or Accidental Constructivism? How PLS Subverts the Realist Search for Truth,” Cadogan and Lee (2022) cast serious doubt on PLS’s suitability for scientific studies. The purpose of this commentary is to discuss the claims of Cadogan and Lee, correct some inaccuracies, and derive recommendations for researchers using structural equation models.
Design/methodology/approach
This paper uses scenario analysis to show which estimators are appropriate for reflective measurement models and composite models, and formulates the statistical model that underlies PLS Mode A. It also contrasts two different perspectives: PLS as an estimator for structural equation models vs. PLS-SEM as an overarching framework with a sui generis logic.
Findings
There are different variants of PLS, which include PLS, consistent PLS, PLSe1, PLSe2, proposed ordinal PLS and robust PLS, each of which serves a particular purpose. All of these are appropriate for scientific inquiry if applied properly. It is not PLS that subverts the realist search for truth, but some proponents of a framework called “PLS-SEM.” These proponents redefine the term “reflective measurement,” argue against the assessment of model fit and suggest that researchers could obtain “confirmation” for their model.
Research limitations/implications
Researchers should be more conscious, open and respectful regarding different research paradigms.
Practical implications
Researchers should select a statistical model that adequately represents their theory, not necessarily a common factor model, and formulate their model explicitly. Particularly for instrumentalists, pragmatists and constructivists, the composite model appears promising. Researchers should be concerned about their estimator’s properties, not about whether it is called “PLS.” Further, researchers should critically evaluate their model, not seek confirmation or blindly believe in its value.
Originality/value
This paper critically appraises Cadogan and Lee (2022) and reminds researchers who wish to use structural equation modeling, particularly PLS, for their statistical analysis, of some important scientific principles.
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Mikko Rönkkö, Nick Lee, Joerg Evermann, Cameron McIntosh and John Antonakis
This study aims to provide a response to the commentary by Yuan on the paper “Marketing or Methodology” in this issue of EJM.
Abstract
Purpose
This study aims to provide a response to the commentary by Yuan on the paper “Marketing or Methodology” in this issue of EJM.
Design/methodology/approach
Conceptual argument and statistical discussion.
Findings
The authors find that some of Yuan’s arguments are incorrect, or unclear. Further, rather than contradicting the authors’ conclusions, the material provided by Yuan in his commentary actually provides additional reasons to avoid partial least squares (PLS) in marketing research. As such, Yuan’s commentary is best understood as additional evidence speaking against the use of PLS in real-world research.
Research limitations/implications
This rejoinder, coupled with Yuan’s comment, continues to support the strong implication that researchers should avoid using PLS in marketing and related research.
Practical implications
Marketing researchers should avoid using PLS in their work.
Originality/value
This rejoinder supports the earlier conclusions of “Marketing or Methodology,” with additional argumentation and evidence.
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Mikko Rönkkö, Nick Lee, Joerg Evermann, Cameron McIntosh and John Antonakis
Over the past 20 years, partial least squares (PLS) has become a popular method in marketing research. At the same time, several methodological studies have demonstrated problems…
Abstract
Purpose
Over the past 20 years, partial least squares (PLS) has become a popular method in marketing research. At the same time, several methodological studies have demonstrated problems with the technique but have had little impact on its use in marketing research practice. This study aims to present some of these criticisms in a reader-friendly way for non-methodologists.
Design/methodology/approach
Key critiques of PLS are summarized and demonstrated using existing data sets in easily replicated ways. Recommendations are made for assessing whether PLS is a useful method for a given research problem.
Findings
PLS is fundamentally just a way of constructing scale scores for regression. PLS provides no clear benefits for marketing researchers and has disadvantages that are features of the original design and cannot be solved within the PLS framework itself. Unweighted sums of item scores provide a more robust way of creating scale scores.
Research limitations/implications
The findings strongly suggest that researchers abandon the use of PLS in typical marketing studies.
Practical implications
This paper provides concrete examples and techniques to practicing marketing and social science researchers regarding how to incorporate composites into their work, and how to make decisions regarding such.
Originality/value
This work presents a novel perspective on PLS critiques by showing how researchers can use their own data to assess whether PLS (or another composite method) can provide any advantage over simple sum scores. A composite equivalence index is introduced for this purpose.
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Michael Boadi Nyamekye, Diyawu Rahman Adam, Henry Boateng and John Paul Kosiba
The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand…
Abstract
Purpose
The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting.
Design/methodology/approach
The authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling.
Findings
The findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced.
Originality/value
Place attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.
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Divya S. and Mahima Sahi
The learning outcomes of this case study are to understand the business-to-business (B2B) consumer outlook on mental health care in emerging markets; analyse the challenges faced…
Abstract
Learning outcomes
The learning outcomes of this case study are to understand the business-to-business (B2B) consumer outlook on mental health care in emerging markets; analyse the challenges faced in creating a need for mental health care in Indian workplaces; explore the business attractiveness of the B2B model and understand the business potential of the B2B segment at heyy,; and contemplate different innovative strategies that could change consumer mindset on mental health care in emerging markets.
Case overview/synopsis
Ankit, the founder and CEO of heyy, was facing a conundrum. “heyy,” was built on normalizing mental well-being at workplaces. His mental health-care app heyy, had crossed 50,000 subscribers within a few months of launch. The mobile app was designed to spread mental health awareness and provide various levels of mental well-being interventions. Business-to-consumer and B2B customer segmentation had been targeted by this start-up. The B2B space consisted of employees working with partner organizations. The adoption rates of employees using the features of heyy, declined after the initial app download. The employees had yet to fully become acclimatized to the features of heyy,. Exploring the business potential and investigating the business attractiveness of the B2B segment were the focus of the present study. Ankit contemplated various strategies he could adopt to increase user adoption of “heyy,” services by employees in his partner organizations. The case study strives to address the question – “What are the risks faced by organizations when entering the mental health-care industry in emerging markets like India, where mental health care is still not openly discussed?”
Complexity academic level
This case study is designed to be taught as part of the “entrepreneurship development” and “strategic management” courses for undergraduates, postgraduates and students of executive programmes in management. Students need to be aware of basic strategic management concepts such as BCG matrix, SWOT analysis and business canvas before working on this case study, so they could dissect the case from multiple perspectives to get a comprehensive outlook on the case.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 11: Strategy.
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Ligia Fagundes, Christian Gomes-e-Souza Munaier and Edson Crescitelli
Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets.
Abstract
Purpose
Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets.
Design/methodology/approach
Qualitative research using cognitive maps.
Findings
BH empowers BE and should be explored within B2B communications.
Research limitations/implications
Brand image and other BH dimensions should be measured in next studies.
Practical implications
BH strongly influences SM, especially the fan loyalty, and impacts BE in all dimensions.
Social implications
Research shows marketing mix impacted, BE reinforcement and willingness to pay a premium price.
Originality/value
Interaction between BH, SM and BE in B2B has not been evaluated yet.
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Puja Khatri, Sumedha Dutta, Preeti Kumari, Harshleen Kaur Duggal, Asha Thomas, Ilaria Cristillo and Silvio Nobis
Intrapreneurial ability (IA) of employees strengthens an organization's internal as well as external growth. Employees' IA makes innovation a continuous practice and augments…
Abstract
Purpose
Intrapreneurial ability (IA) of employees strengthens an organization's internal as well as external growth. Employees' IA makes innovation a continuous practice and augments organization's intellectual capital (IC). This intellectual capital-based intrapreneurial ability (ICIA) helps professionals to effectively handle changes in the business ecosystem by creating innovative solutions. The onus of assessing and inculcating ICIA is a joint responsibility of both academia and industry. In academia, teacher as a servant leader (TASL) contributes towards building ICIA of working professionals (WP) by enhancing their self-efficacy (SE). The paper aims to strengthen the industry–academia interface by analyzing the role of TASL and SE in influencing the ICIA of WP.
Design/methodology/approach
Using a stratified sampling technique, data from 387 WP is analyzed on SmartPLS-4 to study the interrelationship between the stated constructs and the role of SE as a mediator between TASL and ICIA. PLSpredict is used to study the predictive relevance of the proposed model.
Findings
High R2 = 0.654 shows that 65% of ICIA is determined by SE and TASL; reflecting model's robustness. SE partially mediates the relationship between TASL and ICIA. Results reported a higher ICIA of male WP than their female counterpart. The results indicate the low predictive accuracy of the model.
Practical implications
The proposed model of industry–academia partnership allows assessment of ICIA for enhancing corporate value in the present gig economy. The study also highlights the relevance of ICIA, particularly, for developing economies. In knowledge-driven economy, exploring the new ICIA will help organizations to draft a more robust performance measurement system.
Originality/value
This unique industry–academia partnership studies the role of TASL towards enhancing SE and ICIA of WP. The novelty of ICIA would enrich and provide a new perspective in IA literature. Additionally, the study also examines the role of gender in the ICIA of WP.
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This study examines the relationship of positive career shocks and career optimism. The mediating role of career decision-making self-efficacy (CDSE) between positive career…
Abstract
Purpose
This study examines the relationship of positive career shocks and career optimism. The mediating role of career decision-making self-efficacy (CDSE) between positive career shocks and career optimism and the moderating role of consideration of future consequences – immediate (CFC-I) between CDSE and career optimism are checked.
Design/methodology/approach
Through cluster sampling, cross-sectional data from 192 professionals of electronic media industry were collected via an electronically administered questionnaire. For preliminary descriptive data analysis, SPSS version 21 was used. SmartPLS version 3.0 was used for testing the proposed hypotheses.
Findings
The results showed that positive career shocks have a relationship with career optimism via CDSE. Also, CFC-I moderated the relationship of CDSE and career optimism such that the relationship of CDSE and career optimism was stronger at higher level of CFC-I.
Practical implications
The study provides implications for the career consultants, human resource professionals and senior management of organizations. All these stakeholders can strive to build an inventory of positive career shocks. Also, shifting to a surprised business model of announcing compensations and promotions is another area to work on. The results of this study further suggest disengaging the fresh potential employees in the initial processes of recruitment. Interdepartmental coordination of health and safety department and human resource management department is also a very important implication for this study to highlight the positive aspects of being optimistic.
Originality/value
The study is among the few empirical studies which investigates the relationship between positive career shocks and career optimism via CDSE. Also, in light of the latest call of various empirical works in the domain, this study adds a moderating variable, i.e. CFC-I in predicting career optimism. Furthermore, contrary to the conventional approach of applying students' data on career models, this study tests the proposed career model on data collected from professionals.
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