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Article
Publication date: 1 February 1996

Len Tiu Wright

This paper reports on research in China to investigate the exporting of industrial cranes and the building of long‐term relationships between foreign suppliers and their…

Abstract

This paper reports on research in China to investigate the exporting of industrial cranes and the building of long‐term relationships between foreign suppliers and their Chinese customers. The qualitative research findings showed the importance which the Chinese placed on the building of the customersupplier relationship in a competitive environment which is becoming increasingly fierce in certain segments. This is despite the fact that in broad terms, China is still very much an economy of planning and control where demand exceeds supply. However, at the sales management level, the nurturing of relationships with customers is as important as in the West.

Details

Cross Cultural Management: An International Journal, vol. 3 no. 2
Type: Research Article
ISSN: 1352-7606

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Article
Publication date: 3 October 2016

Elvira Bolat, Kaouther Kooli and Len Tiu Wright

Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices, is becoming the locomotive that…

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4212

Abstract

Purpose

Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices, is becoming the locomotive that drives forward evolution of the online world. Fewer academic studies have touched upon the MSM subject, with all the papers being of a conceptual nature to provide recommendations to business-to-business (B2B) firms. This paper aims to explore how B2B firms use MSM in reality.

Design/methodology/approach

This paper adopts the grounded theory approach to analyse interviews conducted in 26 B2B firms representing the UK advertising and marketing sector. Interviewees represent key decision-makers who understand the aspects of mobile technology use in their firms. Eighteen firms stressed the importance of social media as a trigger to adopt mobile devices. Follow-up data collection in these 18 firms focus on strategic orientation, processes, routines and skills required for using MSM.

Findings

This paper found that marketing and advertising firms use MSM for branding, sensing market, managing relationships and developing content. MSM is treated by businesses as a strategic firm-specific capability that drives firms’ competitiveness, where imitation of such capability by competitors is limited because MSM skills are specific to individuals within organisations and MSM routines are manifested as a result of firm-specific MSM skills’ interactions.

Originality/value

This study is amongst the first to provide insights into B2B firms’ practices of using MSM. Additionally, the research is novel because it discovers that MSM capability is developed as a result of the overlap between individuals’ and organisational knowledge and memory, contradicting existing theory on the subject.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 3 October 2016

Len Tiu Wright, Rose Wright and Kaouther Kooli

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5407

Abstract

Details

Journal of Business & Industrial Marketing, vol. 31 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 3 October 2016

Kaouther Kooli and Len Tiu Wright

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657

Abstract

Details

Journal of Business & Industrial Marketing, vol. 31 no. 8
Type: Research Article
ISSN: 0885-8624

Content available
Article
Publication date: 1 September 2006

Len Tiu Wright

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1984

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Details

European Journal of Marketing, vol. 40 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 15 June 2010

Kaouther Kooli, Len Tiu Wright and Adrian Wright

Dependence on access to European markets through subcontracting relationships with European firms has exposed subcontracting clothing and textile producers in less…

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1133

Abstract

Purpose

Dependence on access to European markets through subcontracting relationships with European firms has exposed subcontracting clothing and textile producers in less developed economies to the vagaries of international market competition. This paper aims to examine the problems that such exposure creates and the requirements for developing marketing activities through the concept of the alliance life cycle as a viable solution for a sample of Tunisian clothing and textile firms.

Design/methodology/approach

The inductive reasoning of this research was implemented through qualitative research based on a range of tools derived from a case study and a dual ethnographic approach.

Findings

The main results showed that life cycle stages of the subcontracting firms reflected Schumpeter's creation and destruction cycle of innovation. Therefore, subcontracting firms could learn from their activities with their business customers so that they developed marketing competences in innovative processes. The findings also demonstrated that some of the firms in the Tunisian clothing and textile industries were more successful than others.

Research limitations/implications

This research focused mainly on subcontracting alliances with implications for future study of other alliances for different industries.

Practical implications

The life cycle approach could be of great interest to subcontracting managers in the post Multi Fibre Arrangement era. This approach is relevant mainly for decision makers in providing them with a framework within which they might optimise their marketing strategies and their implementations.

Originality/value

The research originality resides in its Schumpeterian perspective in considering business‐to‐business relationships. The value of the paper is to focus on the evolutionary aspects of relationships between contractors and subcontractors and the patterns of the marketing development within these relationships.

Details

Journal of Business & Industrial Marketing, vol. 25 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 3 October 2016

Kaouther Kooli, Huifen Cai, Xiaoyun Tang, Cornelia Beer and Len Tiu Wright

While the topic of “umbrella branding” strategies for manufacturers’ products in the business-to-business literature has received attention, much less has been written…

Abstract

Purpose

While the topic of “umbrella branding” strategies for manufacturers’ products in the business-to-business literature has received attention, much less has been written about umbrella branding strategies in the hospitality industry. With the aid of a theoretical framework, this paper aims to explore three types of behavioural characteristics: alliance attribute, communication behaviour and alliance management, to examine cost and service benefits for alliance success within one umbrella organisation in the German hospitality industry. The theoretical framework of the paper built on the model of Vanpoucke and Vereecke (2012), incorporating a top management perspective to test and extend an umbrella brand.

Design/methodology/approach

Semi-structured interviews with a sample of senior managers were carried out in Germany at the headquarters of Ringhotels e.V. Content analysis of the data collected was implemented to increase understanding of the research phenomenon with regard to relationships and the conceptual framework applied. The results were presented in the tables with discussions about the qualitative research.

Findings

The results of the study showed that behavioural characteristics played a significant role in explaining overall alliance success on cost and service benefits. A good level of quality presented in Ringhotels’ services, marketing, risk and coordination was found to be a better predictor of success when absence of management and lack of trust hampered good performance.

Originality/value

The study offers insights into the management of relationships within Ringhotels e.V. and how these can be better managed. The main contribution of the work fills in a gap currently existing in the literature about umbrella branding within the hospitality industry.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 8
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 September 2006

Len Tiu Wright, Andrew Newman and Charles Dennis

Much of the literature on consumer empowerment focuses on consumers' efforts to regain control of their consumption processes from suppliers. The purpose is to argue that…

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10659

Abstract

Purpose

Much of the literature on consumer empowerment focuses on consumers' efforts to regain control of their consumption processes from suppliers. The purpose is to argue that many suppliers achieve success by trying hard to empower consumers. The mechanism by which this takes place consists of researching and providing what consumers want. Consumers feel empowered when they are able to enjoy the consumption process. This is of particular note in shopping, which is not simply obtaining products but also experience and enjoyment.

Design/methodology/approach

Research is examined into the links between firms' efforts to understand what consumers want, atmospheric stimuli, emotions and buying behaviour.

Findings

The paper finds that successful firms' try hard to understand what consumers want and to improve consumer satisfaction and empowerment by providing pleasant marketing environments and apt, relevant information.

Research limitations/implications

The approach is based on prior literature. The paper examines marketing to consumers in company locations, e.g. stores, malls, restaurants and banks to examine specific evidence of the effects of atmospheric stimuli such as aroma, music and video screen media.

Practical implications

The paper contends that firms can and do become successful in a competitive arena by providing pleasant environments and information that people want.

Originality/value

The paper shows how consumer empowerment is an important concept. This paper contributes since there is a dearth of writings specifically about consumer empowerment in the marketing literature. Far from the popular view of consumers being manipulated by firms, successful firms try hard to and succeed in empowering consumers in their marketing activities.

Details

European Journal of Marketing, vol. 40 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 September 2006

Adrian Wright and Len Tiu Wright

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4511

Abstract

Details

European Journal of Marketing, vol. 40 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 9 June 2020

Suraksha Gupta and Len Tiu Wright

The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for…

Abstract

Purpose

The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements.

Design/methodology/approach

It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India.

Findings

Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks.

Practical implications

The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers.

Social implications

This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship.

Originality/value

This study offers new insights into the temporal aspects of branding for business-to-business markets.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

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