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Open Access
Article
Publication date: 4 August 2021

Henna M. Leino, Leila Hurmerinta and Birgitta Sandberg

Secondary customers often experience secondary vulnerabilities that manifest in family-centred transformative services as other- and self-related customer needs. Yet, a…

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Abstract

Purpose

Secondary customers often experience secondary vulnerabilities that manifest in family-centred transformative services as other- and self-related customer needs. Yet, a relational perspective on primary and secondary customers’ needs is lacking. The study analyses secondary customers’ needs and their relationship to primary customers’ needs to enhance well-being in customer entities. The service inclusion lens is used to understand customers’ experiences of vulnerability.

Design/methodology/approach

The study uses an exploratory approach. The data consists of ethnographic observations and interviews of elderly residents (primary customers), their family members (secondary customers) and nurses in two nursing homes.

Findings

Primary and secondary customers’ needs are interrelated (or unrelated) in four ways: they are separate, congruent, intertwined or discrepant. The vulnerability experiences fluctuate in intensity and over time, individually reflecting on these need dimensions.

Research limitations/implications

The study contributes to service research concerning customers’ experiences of vulnerability, secondary customers and their inclusion in services. Primary customers’ service inclusion may increase/decrease secondary customers’ service inclusion and their experience of vulnerability. Moreover, secondary customers’ inclusion is often necessary to foster primary customers’ inclusion and well-being.

Practical implications

Fostering service inclusion and well-being for primary and secondary customers requires balanced inclusion and acknowledging the needs of both groups. Service providers may need to act as moderators within customer entities if discrepant needs occur.

Originality/value

The study addresses the under-researched areas of family members’ customer needs, their relation to primary customers’ needs, experiences of secondary vulnerability and context-related vulnerability.

Details

Journal of Services Marketing, vol. 35 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 18 January 2011

Reviews an article on celebrity endorsement and brand alliance

3225

Abstract

Purpose

Reviews an article on celebrity endorsement and brand alliance

Design/methodology/approach

Reviews a case study of Jamie Oliver's endorsement of Sainsbury's

Findings

Jamie Oliver launched his career as a TV chef in the late 1990s with The Naked Chef. Soon loved for his cheeky persona and approachable demeanour, he attracted the attention of Sainsbury's, a UK supermarket chain whose reputation had become outdated. The consumer market at the time understood the Sainsbury's demographic as middle aged and middle class. Oliver's charisma, his good, simple cooking, and his wide appeal to young people made him the perfect choice to revitalize their brand. In 2000, he became the face of the chain in a deal worth £2m a year. The Sainsbury's/Oliver partnership is one of the longest standing brand alliances in the UK, and has therefore attracted much analysis.

Practical implications

Suggests that a celebrity endorsement should be approached as a brand alliance. Offers suggestions for further research

Originality/value

Puts forward a new thesis on branding

Details

Strategic Direction, vol. 27 no. 2
Type: Research Article
ISSN: 0258-0543

Keywords

Article
Publication date: 1 June 2004

Leila Hurmerinta‐Peltomäki and Niina Nummela

Competition in expert services has forced the service providers to consider a more customer‐oriented strategy. Unfortunately, for many of them customers are a faceless…

1157

Abstract

Competition in expert services has forced the service providers to consider a more customer‐oriented strategy. Unfortunately, for many of them customers are a faceless “mass”. In order to facilitate a restructuring of the business, SME managers were asked about their needs for such services. The empirical analysis is based on the responses of 400 Finnish SMEs from various industries. The results indicate that the relationship between a firm's life cycle and the need for expert services should not be overlooked.

Details

Journal of Small Business and Enterprise Development, vol. 11 no. 2
Type: Research Article
ISSN: 1462-6004

Keywords

Article
Publication date: 21 September 2010

Elina Halonen‐Knight and Leila Hurmerinta

Celebrity endorsement is one of the most popular forms of marketing, and this study aims to suggest that celebrity endorsement should be considered as a brand alliance…

24466

Abstract

Purpose

Celebrity endorsement is one of the most popular forms of marketing, and this study aims to suggest that celebrity endorsement should be considered as a brand alliance, where meanings and values can transfer from either partner to the other. This paper seeks to report on an exploratory attempt to identify the processes involved and explore whether celebrity endorsement should be considered a brand alliance.

Design/methodology/approach

After a review of both celebrity endorsement and brand alliance literature, a case of meaning transfer process was examined. The collaboration between Sainsbury's Supermarkets Ltd and celebrity chef Jamie Oliver was studied as a case, within which a special episode of negative publicity emerged and was analysed through newspaper articles.

Findings

A model for a reciprocal meaning transfer process is proposed and the existence of a brand‐alliance‐like relationship in the case is established.

Originality/value

The paper is the first qualitative study to examine meaning transfer process in a real life celebrity endorsement context. It indicates the need for managing celebrity endorsement as a brand alliance by suggesting that celebrity endorsement should be considered as an alliance of equals. A model illustrated and supported by a case study is proposed.

Details

Journal of Product & Brand Management, vol. 19 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 26 April 2013

Birgitta Sandberg, Leila Hurmerinta and Peter Zettinig

The purpose of this paper is to advance and clarify conceptualisations of innovative and entrepreneurial individuals through the analysis of their personality traits.

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Abstract

Purpose

The purpose of this paper is to advance and clarify conceptualisations of innovative and entrepreneurial individuals through the analysis of their personality traits.

Design/methodology/approach

This study has elements of both theory testing and theory creation, which led the authors to choose the case study as their research strategy. The “case” is an innovative and entrepreneurial individual, and the authors used extreme‐type empirical cases to develop ideal‐type concepts. The analysis is based on extensive longitudinal data.

Findings

The study makes a contribution to theories of both entrepreneurship and innovation. It adds conceptual clarity in terms of providing evidence that the individuals concerned should not be considered as one characteristic group of actors. The authors propose that highly innovative and entrepreneurial individuals can be further divided to entrepreneurial innovators and innovative entrepreneurs.

Practical implications

This study may enable the colleagues, business partners and competitors of entrepreneurial innovators and innovative entrepreneurs to better understand – and to some extent also to forecast – their behaviour. It also gives some hints regarding cooperation opportunities with both types of individual, and getting the most out of them. The results should also help policy makers and support agencies to recognise these people, who play an important role in the economy.

Originality/value

To the authors’ knowledge this study is the first to analyse the traits of individuals who are both extremely innovative and highly entrepreneurial.

Details

European Journal of Innovation Management, vol. 16 no. 2
Type: Research Article
ISSN: 1460-1060

Keywords

Book part
Publication date: 31 October 2009

Jorma Larimo and Tiia Vissak

This volume of Progress in International Business Research comprises of a selection of 12 competitive papers from the 34th EIBA (European International Business Academy…

Abstract

This volume of Progress in International Business Research comprises of a selection of 12 competitive papers from the 34th EIBA (European International Business Academy) annual conference, which was held in Tallinn, Estonia in December 2008 with the theme “International Business and the Catching-up Economies: Challenges and Opportunities”. It addresses two main issues – (1) the internationalization process and (2) the role of knowledge and innovation for internationalization – that are important in the current economic slowdown both for catching-up and for other economies, scholars, and practitioners.

Details

Research on Knowledge, Innovation and Internationalization
Type: Book
ISBN: 978-1-84855-956-1

Content available
Article
Publication date: 26 October 2012

337

Abstract

Details

International Marketing Review, vol. 29 no. 6
Type: Research Article
ISSN: 0265-1335

Article
Publication date: 7 September 2012

Olli Kuivalainen, Sanna Sundqvist, Sami Saarenketo and Rod McNaughton

The purpose of this paper is to present an overview of the conceptual frameworks and concepts with which the research on internationalization patterns of small and…

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Abstract

Purpose

The purpose of this paper is to present an overview of the conceptual frameworks and concepts with which the research on internationalization patterns of small and medium‐sized enterprises (SMEs) should be conducted.

Design/methodology/approach

A comprehensive overview of concepts and a conceptual framework to study internationalization patterns of SMEs is offered.

Findings

The complexities of existing definitions and methodologies for researching internationalization patterns are highlighted, and a synthesis of the issues is provided. An integrative model of internationalization pathways, and their antecedents and outcomes is presented.

Research limitations/implications

It is recommended that future research focuses especially on the time dimension of internationalization patterns. Future research can contribute to the literature by adopting a longitudinal approach with larger samples and more detailed cases to capture the dynamics of internationalization.

Practical implications

Practitioners might map their positions, and look for challenges and opportunities with regard to their chosen internationalization pattern. They can also benchmark other firms’ pathways and fine‐tune their own approach to internationalization.

Originality/value

The paper integrates a large body of research in an important research area in international marketing. It also provides guidance on how to conduct future research in the area, and introduces the content of this special issue of the International Marketing Review.

Details

International Marketing Review, vol. 29 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Case study
Publication date: 16 August 2021

Rashmi Kumar Aggarwal and Bikramjit Rishi

The learning outcomes of this paper are as follows: to understand the meaning of celebrity endorser, to understand factors that play a significant role in selecting a…

Abstract

Learning outcomes

The learning outcomes of this paper are as follows: to understand the meaning of celebrity endorser, to understand factors that play a significant role in selecting a celebrity endorser for product endorsement, to decide when a brand needs a celebrity endorser and to generate option analysis factoring in the pros and limitations of celebrity endorsement.

Case overview/synopsis

Dish TV pioneered digital entertainment in India. It was July 2016, the first quarter board meeting of Dish TV India Limited at the company corporate office in Noida, India. One of the agenda items was whether the company needed to rely on celebrity endorsement 12 years after its inception. In three months, time, at its next meeting, the board was expected to come up with a product campaign that would most effectively impact its target customers.

Complexity academic level

The case is targeted at business management students pursuing a postgraduate management program.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 11 no. 3
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 13 January 2022

Omar S. Itani, Larry Chonko and Raj Agnihotri

The purpose of this study is to examine the role of salesperson moral identity centrality in value co-creation. This study identified and tested an extended identity-based…

Abstract

Purpose

The purpose of this study is to examine the role of salesperson moral identity centrality in value co-creation. This study identified and tested an extended identity-based formation process of selling orientation, customer orientation and value co-creation. This was accomplished by examining the role of inclusion of others in the self and circle of moral regard in the mechanism through which moral identity centrality impacts selling orientation, customer orientation and value co-creation, taking into account the contingency role of salesperson self-construal.

Design/methodology/approach

An extended identity-behavior model grounded in identity theory and the social-cognitive perspective of moral identity centrality was tested. The study used survey data from business-to-business salespeople. Data collected was analyzed using structural equation modeling.

Findings

The results show that a central moral identity to a salesperson’s self-drives higher expansion of the salesperson’s circle of moral regard. This process facilitates the mechanisms for salesperson moral identity centrality to decrease selling orientation and increase customer orientation and value co-creation, leading to higher sales performance. Independent self-construal is found to deteriorate the positive effects of salesperson moral identity centrality on the inclusion of others in the self, expansion of the circle of moral regard and customer orientation.

Research limitations/implications

Through the conceptualized and tested framework, the study opens the door for additional research to inspect the role of moral identity centrality in sales.

Practical implications

Findings have implications for the human resource side of sales organizations in the areas of recruitment, mentoring, coaching and training. Moral identity centrality plays a vital role in the interface between salespeople and customers, leading to improved behavioral and sales outcomes. Sales managers must look for their salespeople’s moral identity centrality to improve morality in the attitudes and decision-making of their salesforce.

Originality/value

To the best of the authors’ knowledge, this study is the first to uncover the vital impacts of salesperson moral identity centrality on selling orientation, customer orientation and value co-creation. Through the conceptualized and tested framework, the study opens the door for additional research to inspect the role of moral identity centrality in sales.

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