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Article
Publication date: 8 January 2019

Magnus Hultman, Abena Animwaa Yeboah-Banin and Nathaniel Boso

Contemporary sales scholarship suggests that salespersons pursuing customer satisfaction should improvise (think and act on their feet) to find solutions to customers 

Abstract

Purpose

Contemporary sales scholarship suggests that salespersons pursuing customer satisfaction should improvise (think and act on their feet) to find solutions to customers’ emergent problems. A missing link in this literature, however, is the relational context within which improvisation takes place and becomes effective. This study aims to examine how the tone of the salesperson–customer relationship (whether cordial or coercive) drives and conditions salesperson improvisation and its implications for customer satisfaction.

Design/methodology/approach

The study tests the proposed model using dyadic salesperson–customer data from business-to-business (B2B) markets in Ghana. The relationships are tested using structural equation modeling technique.

Findings

The study finds that salesperson improvisation is associated with customer satisfaction. It also finds the extent of cordiality between salespersons and their customers predicts but does not enhance the value of improvisation for customer satisfaction. The reverse is true for customer exercised coercive power which is not a significant driver of improvisation but can substantially alter its benefits for the worse.

Practical implications

By implication, salespersons should improvise more to be able to satisfy customers. However, such improvisation must be tempered with a consciousness of the relationship shared with customers and the level of power they exercise in the relationship.

Originality/value

Because improvised behavior deviates from routines and may be unsettling for customers, improvising salespersons must first understand whether their customers would be willing to accommodate such deviations. Yet, the literature is silent on this relational context surrounding improvisation. This study, by exploring facilitating and inhibitory relational variables implicated in improvisation, addresses this gap.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

Open Access
Article
Publication date: 29 September 2022

Francis Donbesuur, Magnus Hultman, Nathaniel Boso and Pejvak Oghazi

The aim of the study is to examine the effects of opportunity creation and discovery on the performance of family firms. Specifically, from the tenets of dynamic…

Abstract

Purpose

The aim of the study is to examine the effects of opportunity creation and discovery on the performance of family firms. Specifically, from the tenets of dynamic capabilities and organizational contingency perspectives, this study proposes and tests a framework of how family firms' creation and discovery behavior impact venture growth and the conditions under which such impact can vary.

Design/methodology/approach

The study uses moderated-hierarchical regression to analyze survey data from 156 family-owned small and medium-sized enterprises (SMEs) operating within a sub-Saharan African economy.

Findings

The findings indicate that creation behavior has a curvilinear U-shaped relationship with venture growth, while discovery behavior has a direct positive relationship with venture growth. Further analysis reveals that the curvilinearity of the U-shaped relationship between creation and venture growth will be stronger for older family firms than for younger ones.

Research limitations/implications

The study findings may be limited by the cross-sectional nature of the data and the specific focus on family firms only.

Practical implications

The results highlight the significance of pursuing both opportunities among family firms. In fact, both creation and discovery opportunities are significant drivers of family firm growth, albeit in different capacities. Relatedly, managers of older family firms (compared to younger firms) can invest more in exploiting creative opportunities.

Social implications

From these findings, governments and other stakeholders should create enabling environment and institutional frameworks conducive to exploiting opportunities by entrepreneurial firms.

Originality/value

The study is novel – as it provides unique findings on the performance implications of creation and discovery behavior of entrepreneurial family firms within developing economies.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 29 no. 1
Type: Research Article
ISSN: 1355-2554

Keywords

Article
Publication date: 7 January 2022

Abbie Iveson, Magnus Hultman and Vasileios Davvetas

This paper aims to respond to calls in academia for an update of the product lifecycle (PLC). Through a systematic literature review, the authors provide an updated…

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Abstract

Purpose

This paper aims to respond to calls in academia for an update of the product lifecycle (PLC). Through a systematic literature review, the authors provide an updated agenda, which aims to advance the PLC concept in research, teaching and practice.

Design/methodology/approach

The authors started by surveying 101 marketing academics globally to ascertain whether a PLC update was viewed necessary and beneficial in the marketing community and thereafter conducted citation analysis of marketing research papers and textbooks to ascertain PLC usage. The subsequent literature review methodology was split into two sections. First, 97 empirical articles were reviewed based on an evaluative framework. Second, research pertaining to the PLC determinants were assessed and discussed.

Findings

From the results of this review and primary data from marketing academics, the authors find that the method of predicting the PLC based on past sales has been largely unsuccessful and perceived as somewhat outdated. However, a new stream of PLC literature is emerging, which takes a consumer-centric perspective to the PLC and has seen more success at modeling lifecycles in various industries.

Research limitations/implications

First, the study outlines the most contemporary and successful methodological approaches to modeling the PLC. Namely, the use of artificial intelligence, big data, demand modeling and consumer psychological mechanisms. Second, it provides several future research avenues using modern market trends such as sustainability, globalization, digitization and Covid-19 to push the PLC into the 21st century.

Originality/value

The PLC has shown to be resolutely popular in management application and education. However, without a continued effort in academic PLC research to update the knowledge around the concept, its use as a productive management tool will likely become outdated. This study provides a necessary and comprehensive literature update resulting in actionable future research and teaching agendas intended to advance the PLC concept into the modern market context.

Details

European Journal of Marketing, vol. 56 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 January 2014

Hooshang M. Beheshti, Pejvak Oghazi, Rana Mostaghel and Magnus Hultman

– This article aims to explore the impact of supply chain integration on the financial performance of Swedish manufacturing firms.

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Abstract

Purpose

This article aims to explore the impact of supply chain integration on the financial performance of Swedish manufacturing firms.

Design/methodology/approach

The literature review provided the foundation for the development of the survey instrument and hypotheses for the study. In addition, the survey instrument was tested by the experts in the field and modified before it was sent to the managers in the survey group.

Findings

The findings show that supply chain integration at any level is beneficial to the financial well being of the firm. Companies with total supply chain integration reported the highest level of financial performance.

Research limitations/implications

Data were collected from Swedish manufacturing firms without regard to the size of the firm. The results show that supply chain integration is beneficial at any level.

Practical implications

The findings will assist managers with decisions regarding supply chain integration and its role as a critical factor in improving the financial performance of manufacturing companies.

Originality/value

Limited empirical studies have been conducted in this area, especially in Sweden. This study provides insight for manufacturing managers with regard to the importance of supply chain management and the competitive nature of business in the global market.

Details

Competitiveness Review, vol. 24 no. 1
Type: Research Article
ISSN: 1059-5422

Keywords

Article
Publication date: 25 January 2008

Magnus Hultman, Robert A. Opoku, Esmail Salehi‐Sangari, Pejvak Oghazi and Quang Thong Bui

This paper aims to gain a better understanding of how Swedish branded goods manufacturers (BGMs) deal with the increased usage of private labels.

2550

Abstract

Purpose

This paper aims to gain a better understanding of how Swedish branded goods manufacturers (BGMs) deal with the increased usage of private labels.

Design/methodology/approach

The approach takes the form of answering the three research questions of this study: how private labels are viewed by BGMs on the Swedish market; how Swedish BGMs strategically respond to the increases in private labels; and how the benefits and drawbacks of these strategic responses are perceived by Swedish BGMs. A contrasting multiple case study of four Swedish companies in the fast‐moving consumer goods (FMCG) industry was used.

Findings

The perceived advantages of private labels are connected to their overall control of the market in which they operate, whereas the advantages of BGMs are seen to be linked to product development and superior brand reputation. BGMs respond to private labels by taking them seriously and striving to increase the perceived distance of their brands from private labels in the eyes of the consumers. The overall benefit of these strategies is perceived to be preparedness for increased private label competition, while the drawbacks vary between companies.

Research limitations/implications

In addition to empirical testing based on previous research on private label competition in a new setting, the study also presents suggestions for future research and the implications of the findings for managers.

Practical implications

Findings indicate that BGMs should take the emergence of private labels seriously, while at the same time striving to maintain good business relationships with the retailers.

Originality/value

The study provides insights into the competitive situation between private labels and the manufacturer brands in the Swedish FMCG market.

Details

Management Research News, vol. 31 no. 2
Type: Research Article
ISSN: 0140-9174

Keywords

Article
Publication date: 22 February 2011

Leonidas C. Leonidou, Constantinos N. Leonidou, Dayananda Palihawadana and Magnus Hultman

Consumer scepticism about the credibility of green advertising around the world is growing. The article aims to provide a comprehensive assessment and trend analysis of…

18941

Abstract

Purpose

Consumer scepticism about the credibility of green advertising around the world is growing. The article aims to provide a comprehensive assessment and trend analysis of green advertising practices of international firms over a 20‐year period.

Design/methodology/approach

The study identifies 473 international green advertisements during the 1988‐2007 period and content‐analyses them on five major axes: advertiser profile, targeting features, message aspects, copy characteristics, and situation points.

Findings

The content analysis reveals significant trends in all major areas examined and identifies important interaction effects between certain dimensions of green advertisements.

Research limitations/implications

The findings could be augmented by combining them with changes in the external environment, input from consumers about advertising effectiveness, the views of advertisers and advertising agencies, and secondary data referring to the performance of the specific company/product advertised.

Originality/value

Green advertising research mainly focuses on domestic rather than international advertisements; examines important issues in isolation from other issues; partially analyses message, copy, and situation characteristics; and covers a short period. This study fills these gaps by systematically evaluating international green advertisements over a long period and using an integrated framework of analysis that is based on the extant literature. It also explores potential interaction effects between key dimensions describing these advertisements.

Details

International Marketing Review, vol. 28 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 4 February 2014

168

Abstract

Details

International Marketing Review, vol. 31 no. 1
Type: Research Article
ISSN: 0265-1335

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…

9832

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.

Article
Publication date: 16 December 2020

Neha Dhruv Agarwal and V.V. Ravi Kumar

The purpose of this paper is to present an overview of the research which has been done during the past three decades on the topic of green advertising and identify gaps…

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Abstract

Purpose

The purpose of this paper is to present an overview of the research which has been done during the past three decades on the topic of green advertising and identify gaps for future research.

Design/methodology/approach

The methodology that has been adopted for analysis is two-pronged – the first being a literature review with tabulation of data using excel sheets and bar graphs and the second being a bibliometric review using the software VOSviewer. Both approaches analyze the number of citations, keywords, authors, journals and countries. A database of 113 articles from 1990 to 2020 is generated from Web of Science.

Findings

Major contributors to the topic of green advertising research have been identified. Thematic classification is created to understand the subtopics of green advertising. Under this classification, nine subtopics have been identified. Six core research gaps have been identified for future research in the area of green advertising.

Practical implications

The study helps identify where green advertising research is being conducted, its growth potential and future prospects. This research work will enable the industry to gain new insights into this emerging field of green advertising for incorporating the same in their advertising campaigns in view of growing consumer concerns on environment.

Originality/value

The paper provides a comprehensive overview of the current status of research in green advertising. The paper is unique as it is the only review on the topic of green advertising. Given the increasing trend of going green among consumers, the paper adds tremendous value to the field of green advertising.

Details

Benchmarking: An International Journal, vol. 28 no. 6
Type: Research Article
ISSN: 1463-5771

Keywords

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