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Article
Publication date: 7 April 2022

Ofer Mintz, Imran S. Currim and Rohit Deshpandé

This paper aims to propose a new country-level construct, national customer orientation, to provide a benchmark for global headquartered managers’ decisions and scholars…

Abstract

Purpose

This paper aims to propose a new country-level construct, national customer orientation, to provide a benchmark for global headquartered managers’ decisions and scholars investigating cross-national research.

Design/methodology/approach

A conceptual framework and unique propositions are developed that focus on how one macro-economic driver, e.g. the wealth of a country, and one macro-marketing driver, e.g. customer price sensitivity, affect national customer orientation during and after global economic downturns such as recessions and a pandemic.

Findings

An agenda setting section proposes distinct theoretical, empirical and managerial themes for future research aimed at testing the propositions at the country and organization levels over time.

Research limitations/implications

Although the new construct offers substantial benefits for scholars and managers, current measures of national customer orientation are limited to data provided by the World Economic Forum or expensive primary survey-based research that restrict the number of countries, respondents and time periods.

Practical implications

The new national-level customer orientation construct and propositions about its drivers over time promise to provide global managers a country-level customer-based benchmark so that they can better understand, set expectations and manage customer orientation across different countries over time.

Originality/value

Research on market and customer orientation is consistently designated a priority by academics and practitioners. However, most previous studies exclusively focus at the micro organizational-level, with less known on how customer orientation varies at the macro country-level and over time.

Article
Publication date: 1 January 1984

Nikhilesh Dholakia and Robert W. Nason

Develops an approach to the discipline of macromarketing as a means for discussion. Approaches the task of agenda by considering: scope and domain of macromarketing;…

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Abstract

Develops an approach to the discipline of macromarketing as a means for discussion. Approaches the task of agenda by considering: scope and domain of macromarketing; classification of research issues at a general level; and major macromarketing issues facing different groups in various developed and underdeveloped countries. Concludes that the promise of macromarketing as an emergent field is a function of the research directions this field takes; suggests, further, that these directions are a product of social processes and therefore not a matter of prescription or infallible predictions.

Details

European Journal of Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 7 June 2021

Adriana Bastos, Tânia Veludo-de-Oliveira, Mirella Yani-de-Soriano, Marcio Atalla and Bruno Gualano

The purpose of this paper is to demonstrate how macro-social marketing can contribute to the United Nations 2030 sustainable development’s goal of reducing…

Abstract

Purpose

The purpose of this paper is to demonstrate how macro-social marketing can contribute to the United Nations 2030 sustainable development’s goal of reducing non-communicable diseases and promoting and well-being by addressing the wicked problem of obesity.

Design/methodology/approach

A comprehensive, population-based intervention developed as a call-to-action movement to address obesity city-wide in Brazil was conducted and analyzed according to a macro-social marketing perspective, combined with the total process planning model (TPP).

Findings

The intervention was successful in effecting systemic change by targeting multi-level audiences to trigger active participation and interaction of multiple sectors at the macro, meso and micro levels; fostering the related positive behaviors of physical activity and healthful eating; and using a complementary range of intervening tools including events, mass media and social digital media.

Originality/value

Using a holistic view that combines macro-social marketing with the TPP, this paper offers factual evidence on how to connect research and action meaningfully to address obesity by engaging, connecting and/or partnering with multiple stakeholders in an effort to promote a healthful lifestyle and well-being.

Details

Journal of Social Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 10 February 2012

Ann‐Marie Kennedy and Andrew Parsons

The purpose of this paper is to show how macro‐social marketing and social engineering can be integrated and to illustrate their use by governments as part of a positive…

4712

Abstract

Purpose

The purpose of this paper is to show how macro‐social marketing and social engineering can be integrated and to illustrate their use by governments as part of a positive social engineering intervention with examples from the Canadian anti‐smoking campaign.

Design/methodology/approach

This is a conceptual paper that uses the case of the Canadian anti‐smoking campaign to show that macro‐social marketing, as part of a wider systems approach, is a positive social engineering intervention.

Findings

The use of macro‐social marketing by governments is most effective when it is coupled with other interventions such as regulations, legislation, taxation, community mobilization, research, funding and education. When a government takes a systems approach to societal change, such as with the Canadian anti‐smoking campaign, this is positive use of social engineering.

Research limitations/implications

The social marketer can understand their role within the system and appreciate that they are potentially part of precipitating circumstances that make society susceptible to change. Social marketers further have a role in creating societal motivation to change, as well as promoting social flexibility, creating desirable images of change, attitudinal change and developing individual's skills, which contribute to macro‐level change.

Practical implications

Social marketers need to understand the structural and environmental factors contributing to the problem behavior and focus on the implementers and controllers of society‐wide strategic interventions.

Social implications

Eliminating all factors which enable problem behaviors creates an environmental context where it is easy for consumers to change behavior and maintain that change.

Originality/value

The value of this paper is in extending the literature on macro‐social marketing by governments and identifying the broader strategy they may be undertaking using positive social engineering. It is also in showing how marketers may use this information.

Details

Journal of Social Marketing, vol. 2 no. 1
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 1 January 1973

PHILIP B. SCHARY and BORIS W. BECKER

This monograph progresses from a consideration of definitional issues to the development of a conceptual model for marketing‐logistics interaction and finally to a…

Abstract

This monograph progresses from a consideration of definitional issues to the development of a conceptual model for marketing‐logistics interaction and finally to a discussion of the issues of implementation of the model within the context of marketing strategy. Thus, following an introduction, Part II begins with definition of the field and examines the position of physical distribution in relation to marketing. Part III discusses the relationship of physical distribution and macromarketing, and is thus concerned about the social, aggregative goals of logistics systems, including the costs of distribution. Part IV continues this argument, examining specifically the influence of physical distribution on channel structure. Part V then focuses on the assumptions underlying the customer service function, asking how physical distribution can influence final demand in the market place. Part VI presents a conceptual model of marketing‐logistics demand stimulation. The operational issues concerned with its implementation are shown in Part VII; and a summary of the relevant points is presented in Part VIII. The concern has been not with presenting either new computational models nor empirical data but with presenting a new perspective on the marketing‐logistics interface. There is a need to reduce the barriers between these fields and to present more useful ways for co‐operation.

Details

International Journal of Physical Distribution, vol. 3 no. 4
Type: Research Article
ISSN: 0020-7527

Article
Publication date: 3 May 2016

Lindsay Meredith

The purpose of this paper is to introduce a template to guide practitioners in the creation of multiple marketing plans that are intended to target different groups of…

4592

Abstract

Purpose

The purpose of this paper is to introduce a template to guide practitioners in the creation of multiple marketing plans that are intended to target different groups of stakeholders – some of whom are supportive, others adversarial, namely, the business-to-business (B2B) marketer’s agenda.

Design/methodology/approach

The methodology involved a combination of purposeful sampling, real-time participatory observation, action research and secondary data analysis. The main method of this research is analytical and conceptual with the objective of identifying the diverse groups of stakeholders with whom business marketers must interact.

Findings

In cases where multiple marketing plans were used for different stakeholder groups, B2B firms encountered lower levels of negative attribution from social network systems, mass media and subsequently public and governmental stakeholders.

Originality/value

This paper suggests the need for multiple marketing plans that target not only supportive customers but also neutral and adversarial stakeholders who represent a source of negative attribution because they have the potential to derail or even destroy the B2B firm’s marketing agenda. It is suggested that practitioners must also address those stakeholders who distrust or even dislike their firm and its marketing objectives.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 18 October 2019

Ann-Marie Kennedy and Nicholas Santos

Social marketers set out to undertake interventions that benefit society. However, at times, there can be inadvertent, unintended consequences of these interventions that…

1070

Abstract

Purpose

Social marketers set out to undertake interventions that benefit society. However, at times, there can be inadvertent, unintended consequences of these interventions that can be seen as unethical. Such ethical issues can arise from the context, process, method and outcomes of interventions and often bring to the fore the “social fairness” of social marketing. Given that social marketing is aimed at societal benefit, the authors believe that the issue of social fairness is an important one in the context of ethical social marketing. With that in mind, the purpose of this paper is to provide a discussion of the application of a normative ethical framework, labelled the integrative justice model (IJM) (Santos and Laczniak, 2009), to social marketing. This amounts to a macro-social marketing ethical framework.

Design/methodology/approach

Conceptual broadening of a normative ethical framework.

Findings

The authors hold that the IJM provides several helpful normative guidelines for improving the “social fairness” of social marketing. As such, the presented normative framework of macro-social marketing ethics provides useful guidelines for future development of social marketing codes of ethics.

Practical implications

The macro-social marketing ethics framework provides practical guidelines for social marketers to assess ethical issues in social marketing.

Originality/value

The macro-social marketing ethics framework answers the call of Carter, Mayes, Eagle and Dahl (2017) for development of ethical frameworks for social marketers. It provides a reconciliation of multiple normative frameworks to give a set of guidelines for social marketers that are clear and non-contradictory.

Details

Journal of Social Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 18 October 2011

Morgan P. Miles, Stuart Crispin and Chickery J. Kasouf

The purpose of this paper is to better define the contribution of entrepreneurship to the advancement of marketing thought.

2948

Abstract

Purpose

The purpose of this paper is to better define the contribution of entrepreneurship to the advancement of marketing thought.

Design/methodology/approach

The paper is a literature review that uses examples from the literature to propose new research directions.

Findings

The paper proposes research opportunities, and concludes that the contributions of entrepreneurship to normative macromarketing are largely absent.

Practical implications

The marketing/entrepreneurship interface continues to be a connection that is difficult to define. Yet, it is an area with rich research potential, and it is critical that marketing embraces these opportunities to strengthen its strategic focus as a discipline.

Originality/value

The paper integrates literature from a variety of perspectives from marketing and related fields, and maps the marketing/entrepreneurship interface on Hunt's classification schema.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 13 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Book part
Publication date: 3 July 2018

V. Kumar, Ankit Anand and Nandini Nim

Traditionally, firms have been dependent on internal sources such as their own employees – and up to a certain extent, on some external sources, their customers – for…

Abstract

Purpose

Traditionally, firms have been dependent on internal sources such as their own employees – and up to a certain extent, on some external sources, their customers – for innovation. However, in the current scenario of technological dynamism, firms are exploring multiple sources to generate ideas for innovation. Therefore, there is a need to understand the relative effect of various sources of innovations on a firm’s performance.

Methodology/approach

We offer a conceptual framework where we identify six distinct sources of innovations – firm, customers, external network, competition, macro-environment, and technology and how they create value for focal firms especially their brand equity. We introduce a taxonomy of various costs and benefits related to innovations. We then argue using our proposed taxonomy to understand the relative strengths of various sources of innovation affecting a firm’s brand equity.

Findings

We discuss and compare the relative effects of these sources of innovations on a firm’s brand equity by rank-ordering the sources. The customers and the technology as a source of innovation have the maximum impact on the firm’s brand equity followed by the marginal impact of macro-environment and external network of a firm. The firm itself has a moderate impact on its brand equity, while competition has the minimal impact. Further, we also discuss how the relationship is moderated by different innovation characteristics (nature and type of innovations).

Practical implications

The main practical implication is to create awareness among managers about various costs and benefits of the proposed six sources of innovations and their effects on brand equity. Managers would be able to prioritize their sources of innovation based on firms’ current needs, and whether to focus on lower costs or building higher brand equity in the scarce resource environment.

Originality/value

We offer a comprehensive list of six sources of innovation, build a conceptual framework wherein we discuss the relative strengths of these sources affecting brand equity.

Article
Publication date: 22 April 2022

Gaurangi Laud, Cindy Yunhsin Chou and Wei Wei Cheryl Leo

Recent marketing research provides conceptual models to investigate the well-being of collectives, but service system well-being (SSW) remains untested empirically. This…

Abstract

Purpose

Recent marketing research provides conceptual models to investigate the well-being of collectives, but service system well-being (SSW) remains untested empirically. This research conceptualises and develops a measure for SSW at the micro, meso and macro levels.

Design/methodology/approach

Using a series of studies, a multidimensional SSW scale is developed and validated to ensure its generalisability. After the development of preliminary items, Study 1 (N = 435 of service employees) was used to purify items using factor analyses. Study 2 (N = 592 of service employees) used structural equation modelling (SEM) with AMOS and SmartPLS to test the scale's dimensionality, reliability and validity.

Findings

The results confirm the validity and reliability of the nine dimensions of SSW. The measure was validated as a third-order micro-, meso- and macro-level construct. The dimensions of existential and transformative well-being contribute to micro-level well-being. The dimensions of social, community and collaborative well-being contribute to meso-level well-being. Government, leadership, strategic and resource well-being drive macro-level well-being. In addition, a nomological network was specified to assess the impact of SSW on service actor life satisfaction and customer orientation.

Research limitations/implications

The study contributes to services literature by theorising SSW as a hierarchical structure and empirically validating the dimensions and micro-meso-macro levels that contribute to SSW.

Practical implications

The SSW scale is a useful diagnostic tool for assessing levels of well-being across different systems and providing insights that can help develop interventions to improve the well-being of collectives.

Originality/value

The research is the first study to theorise the micro, meso and macro levels of service system well-being and operationally validate the SSW construct.

Details

Journal of Service Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-5818

Keywords

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