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Article
Publication date: 23 August 2011

Mark Erickson

864

Abstract

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Strategic Direction, vol. 27 no. 9
Type: Research Article
ISSN: 0258-0543

Article
Publication date: 1 June 2003

Marvin Erdly and Lynn Kesterson‐Townes

During the next decade and beyond, hospitality and leisure companies will embrace business models that focus on mass customizing travel experiences. As a result, in 2010, travel…

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Abstract

During the next decade and beyond, hospitality and leisure companies will embrace business models that focus on mass customizing travel experiences. As a result, in 2010, travel will be about engaging in powerful, seamless personal experiences that are carefully tailored to learning and catering to the tastes and demands of individual travelers. Two key forces are driving this trend on both the demand side and the supply side: globalization that allows more people to go more places, and technological advancements that will fuel economic growth and enable companies to provide experiences on demand. Most travel and leisure companies will need to make significant changes to be successful participants in this new experience marketplace. Travel companies that wish to offer differentiated experiences must do the following between now and 2010: promote customer‐experience centricity; brandish the brands: aggressively launch measures to re‐affirm the brand positioning; personalize with precision; focus on the fundamentals: guest service, revenue management, and brand building to offer a better quality product and more customized guest service with a lower cost structure; shift focus of personal: use technology for transactional tasks; refocus employees on value‐added guest services; reinvent sales and distribution using an integrated direct connect mechanism (IDCM); leverage technology advances in numerous aspects of the operations.

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Strategy & Leadership, vol. 31 no. 3
Type: Research Article
ISSN: 1087-8572

Keywords

Article
Publication date: 16 February 2015

Ferdinando Fasce and Elisabetta Bini

– The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

Abstract

Purpose

The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

Design/methodology/approach

The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

Findings

The paper argues that there is a need to further qualify and deconstruct the notion of “Americanization” by integrating the now well-established notions of “hybridization” and “mediation” with more specific attention to the competing “hearts and souls”, the different strategies and discursive practices that different individual actors (American, British and Italian) operating within the Italian advertising business tried to instil into goods and consumers and the economic and cultural results that they achieved.

Originality/value

This is the first research on the history of Italian advertising that fully places it within a transnational and comparative perspective using so far unpublished records, aiming at moving beyond traditional, eastbound Americanization frameworks through a detailed empirical investigation.

Details

Journal of Historical Research in Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 15 August 2016

Robert Crawford

This paper aims to provide an insight into the emergence of the global advertising industry by undertaking a comparison of the respective entries of the advertising agencies J…

Abstract

Purpose

This paper aims to provide an insight into the emergence of the global advertising industry by undertaking a comparison of the respective entries of the advertising agencies J. Walter Thompson and McCann Erickson into the Australian market in the 1930s and 1960s.

Design/methodology/approach

This study undertakes a comparison of the strategies and initiatives implemented by J. Walter Thompson and McCann Erickson as documented in the agencies’ respective archival collections as well as industry press reports.

Findings

The similarities between J. Walter Thompson and McCann Erickson reveal that globalisation of the advertising industry was both driven and restricted in even parts by profitability and pragmatism.

Originality/value

The experiences of the J. Walter Thompson and McCann Erickson agencies in establishing their Australian operations offer a unique, long-term view of the emergence and development of a global advertising industry.

Details

Journal of Historical Research in Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 1 October 1997

C.S. Agnes Cheng and Charles J.P. Chen

Previous research and logic indicate that capital markets generally value spending for advertising and promotion; however, empirical results from these studies are far from…

Abstract

Previous research and logic indicate that capital markets generally value spending for advertising and promotion; however, empirical results from these studies are far from consistent. While most studies find a positive relationship between a firm's advertising spending and its market value (Hirschey, 1985; Jose, Nichols and Stevens, 1986; Lustgarten and Thomadakis, 1987;Morck, Shleifer and Vishny, 1988; and Morck and Yeung, 1991), others find a negative relationship when control variables are added to the empirical model (Erickson and Jacobson, 1992). Differences in model specification may explain these conflicting results. Previous studies have included a variety of control variables such as return on investment, market share, research and development (R&D) spending, and book value (Erickson and Jacobson, 1992; Chauvin and Hirschey, 1993; Hirschey, 1982) when testing the relationship between promotional expenses and market value. Different firm characteristics (e.g. sales, total assets, book value of equity and price) have been selected as scalers for empirical measures of both the dependent and independent variables. Although these studies investigated an essentially identical theoretical relationship, variation in model specifications renders interpretations different.

Details

Managerial Finance, vol. 23 no. 10
Type: Research Article
ISSN: 0307-4358

Article
Publication date: 23 October 2009

Kari Heimonen and Outi Uusitalo

The purpose of this paper is to examine the impacts of advertising expenditure on brands' market shares, utilizing a novel four‐week advertising‐sales data from the highly…

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Abstract

Purpose

The purpose of this paper is to examine the impacts of advertising expenditure on brands' market shares, utilizing a novel four‐week advertising‐sales data from the highly competitive oligopolistic Finnish beer market in which price competition among the homogeneous larger‐type beer brands is not allowed during the period of the study.

Design/methodology/approach

Competition is modelled using the Lanchester model. The impacts of advertising on market shares are estimated using the impulse‐response functions from vector autoregression, and the full information maximum likelihood and advertising elasticities.

Findings

Some new insights into beer market dynamics are obtained. First, the impacts of advertising are not similar across brands. Second, overspills of advertising impacts across brands are detected. Third, the reactions to competitors' advertising attacks are mild.

Originality/value

The paper utilizes four‐week brand‐level data on the market shares of the leading beer brands in Finland and the brands' advertising expenditure. During the period of the data, price competition is not allowed, which creates a unique opportunity to study the impacts of advertising on the market shares of brands.

Details

Marketing Intelligence & Planning, vol. 27 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 February 1981

DONALD J. WILLOWER

In this paper, which was presented at a Conference for Lecturers in Educational Administration held in Melbourne in August 1981, the author expands upon past criticisms of the…

Abstract

In this paper, which was presented at a Conference for Lecturers in Educational Administration held in Melbourne in August 1981, the author expands upon past criticisms of the phenomenological and Marxist perspectives, provides an extensive analysis of the concept of loose coupling and puts forward a philosophical alternative to the phenomenological and positivistic positions. The interplay of philosophical viewpoints with issues in theory, research and preparation in educational administration is emphasized.

Details

Journal of Educational Administration, vol. 19 no. 2
Type: Research Article
ISSN: 0957-8234

Article
Publication date: 29 July 2014

Ronald H. Heck and Philip Hallinger

The purpose of this paper is to test a multilevel, cross-classified model that seeks to illuminate the dynamic nature of relationships among leadership, teaching quality, and…

3118

Abstract

Purpose

The purpose of this paper is to test a multilevel, cross-classified model that seeks to illuminate the dynamic nature of relationships among leadership, teaching quality, and student learning in school improvement. The study's primary goal is to shed light on the paths through which leadership influences student learning. At the school level, the model examines the mediating effect of the school's instructional environment on leadership and student learning. At the classroom level, it examines how instructionally focussed leadership can moderate teacher effects on student learning. Then these multiple paths are examined in a single model that seeks to test and highlight the means by which leadership contributes to school improvement.

Design/methodology/approach

The current study employed a multilevel longitudinal data set drawn from 60 primary schools in one state in the USA. Using a cross-classification approach to quantitative modeling, the research analyzes the complex cross-level interactions that characterize school-level and classroom level practices that contribute to school improvement and student learning.

Findings

The results illustrate the utility of specifying multilevel relationships when examining the “paths” that link school leadership to student learning. First, leadership effects on student learning were fully mediated by the quality of the school's instructional environment. Second, the findings indicated that the classroom-related paths examined in this study directly influenced the measures of student math achievement. Third, the research found that instructionally focussed school leadership moderated the effect of individual teachers on student learning. Fourth, the results suggest that school leaders can enhance student outcomes by creating conditions that lead to greater consistency in levels of effectiveness across teachers.

Practical implications

The study makes substantive contributions to the global knowledge base on school improvement by testing and elaborating on the “paths” that link school leadership and student learning. More specifically, the findings offer insights into strategic targets that instructional leaders can employ to enhance teacher effectiveness and school improvement. Thus, these results both support and extend findings from prior cross-sectional and longitudinal studies of leadership and school improvement.

Originality/value

This is the first study that has tested a conceptualization of leadership for learning in a single “cross-classified longitudinal model” capable of capturing interactions among leadership, classroom teaching processes and growth in student learning. The research illustrates one “state-of-the-art” methodological approach for analyzing longitudinal data collected at both the school and classroom levels when studying school improvement.

Article
Publication date: 7 February 2018

Robert Crawford and Matthew Bailey

The purpose of this paper is to explore the value of oral history for marketing historians and provide case studies from projects in the Australian context to demonstrate its…

Abstract

Purpose

The purpose of this paper is to explore the value of oral history for marketing historians and provide case studies from projects in the Australian context to demonstrate its utility. These case studies are framed within a theme of market research and its historical development in two industries: advertising and retail property.

Design/methodology/approach

This study examines oral histories from two marketing history projects. The first, a study of the advertising industry, examines the globalisation of the advertising agency in Australia over the period spanning the 1950s to the 1980s, through 120 interviews. The second, a history of the retail property industry in Australia, included 25 interviews with executives from Australia’s largest retail property firms whose careers spanned from the mid-1960s through to the present day.

Findings

The research demonstrates that oral histories provide a valuable entry port through which histories of marketing, shifts in approaches to market research and changing attitudes within industries can be examined. Interviews provided insights into firm culture and practices; demonstrated the variability of individual approaches within firms and across industries; created a record of the ways that market research has been conducted over time; and revealed the ways that some experienced operators continued to rely on traditional practices despite technological advances in research methods.

Originality/value

Despite their ubiquity, both the advertising and retail property industries in Australia have received limited scholarly attention. Recent scholarship is redressing this gap, but more needs to be understood about the inner workings of firms in an historical context. Oral histories provide an avenue for developing such understandings. The paper also contributes to broader debates about the role of oral history in business and marketing history.

Details

Journal of Historical Research in Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 1 February 2000

G. Scott Erickson and Helen N. Rothberg

Background Whether termed intellectual capital, knowledge management, or something else, the practice of managing an institution's knowledge base has received increasing attention…

Abstract

Background Whether termed intellectual capital, knowledge management, or something else, the practice of managing an institution's knowledge base has received increasing attention in recent years. After some of the highly publicized downsizings of the late eighties and early nineties, a number of organizations discovered that an enormous amount of institutional memory and unique knowledge was walking out the door with exiting employees. Further, the nineties have seen tremendous growth in firms with few assets besides what is between the ears of some of their key people. Both trends have focused managers on knowledge as an asset of the firm, to be developed and managed in the same manner as more traditional assets.

Details

Competitiveness Review: An International Business Journal, vol. 10 no. 2
Type: Research Article
ISSN: 1059-5422

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