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The purpose of this paper is to test the market‐based asset framework by examining the role of marketing process improvements in the relationship between a buyer firm's supplier‐related activities and its performance.

Interviews with executives who were involved in supplier development were conducted to learn more about supplier development and to help in the development of the survey constructs. A self‐report survey was then developed online to collect data for the study. In total, 338 executives responded and partial least squares (PLS) structural equation modeling was used to test the hypotheses developed in the study.

Marketing process improvements were found to mediate the relationship between a firm's supplier development efforts and firm performance, thus providing empirical support for the market‐based asset framework. The study also found that a firm's supplier development activities can lead to improvements in its marketing processes.

For too long, a firm's supply chain has been seen as the primary domain of the supply chain and operations department, even though supply chain decisions and errors have a considerable impact on the ability of marketing professionals to perform. The findings in this study demonstrate the value of the relationship between a firm's supply chain and its marketing activities and as such makes the case for marketing executives to be more involved in supply chain activities.

Previous studies explored only the direct effect of industry, company and trade show strategy influence factors on trade show performance and left the intervening processes virtually unexplored. The purpose of this paper is to provide one of the first empirical tests of the intervening role of trade show marketing processes (pre‐show promotion, at‐show selling, and post‐show follow‐up) in the relationship between resource allocation and performance of trade shows.

This study used the Directory of Chinese Export Commodities Fair Exhibitors as its sampling frame. From this directory, a systematic random sample of 1,000 firms was drawn. A final total of 444 exhibitor firms fully completed the questionnaires, resulting in a response rate of 44.4 per cent. The hypotheses were tested by regression analysis, the appropriate procedure for assessing interdependent variables, since trade show marketing processes are interdependent.

The results show that the effect of the resources variables on sales and non‐sales achievement for trade shows were not fully, but rather were partially, mediated by trade show marketing processes.

By empirically exploring the notion of partial mediation of the effects of firm resources through trade show marketing processes, this study has opened up a fruitful avenue for future research on trade show marketing.

This purpose of this paper is to introduce property researchers to the principles of Austrian economics and to consider their methodological relevance and potential for understanding the dynamics of property market processes.

This paper sets out the basic principles of the Austrian economics thesis, including an outline of the entrepreneurial discovery approach to market processes, a core precept of the Austrian thesis. It then relates the core assumptions of the Austrian school to the workings of the property market.

It is argued that the driving force of property market process is provided by the entrepreneurial and profit-seeking speculative activities of human agents as they are confronted with incomplete information in an uncertain property market context. Thus, Austrian economics offers a sound and practical alternative theoretical approach to the study of property market, which places the market within its socio-economic context.

In-depth examination of the provisions, assumptions, philosophical orientation and limitations of the Austrian tradition of economic thought toward a better understanding of the workings of the property market.

The chapter aims to enhance the understanding of the development of Kirzner’s theory of entrepreneurship. To do so, elements in Kirzner’s works published up until 1973 that enclose the central points of this theory are studied. The chapter has four sections, in addition to the introduction and conclusion, that highlight the arguments that relate to Kirzner’s theory of entrepreneurship: (i) before the publication of his 1967 paper that presents the entrepreneurial function in the market process (1960–1967); between the 1967 paper and the publication of his most important book, Competition and Entrepreneurship, in 1973 (1967–1973); (iii) in Kirzner’s latest version of entrepreneurship theory as presented in his 1973 book; and (iv) the evolution of Kirzner’s thinking. The evolution of the author’s thinking regarding equilibrium and the entrepreneur is highlighted by presenting the different stages of his theory of entrepreneurship between 1960 and 1973.

The term “dynamics of interventionism” refers to a social process, i.e., a sequence of adjustments to change over time, among a great many individuals, who largely share a common set of rules of interaction.¹ It is constituted by the unintended consequences at the interface between the governmental and market processes, when the scope of government is either expanding or contracting in relation to the market. Interventionism is the doctrine or system based on the limited use of political means (i.e., legitimized violent aggression (Oppenheimer, 1975[1914])) to address problems identified with laissez-faire capitalism. Thus, an intervention refers to the use of, or the threat of using, political means to influence non-violent actions and exchanges. Supporters of interventionism do not completely reject the institutions of capitalism, such as private property and the price system, but do favor using piecemeal interventions that extend beyond so-called minimal-state capitalism² in order to combat suspected failures or abuses they associate with the unhampered market. Examples of this would include, but are not limited to, market power, externality, asymmetric information, income inequality, racial and sexual discrimination, and the business cycle.

The paper is devoted to benchmark strategic ideas, organizational culture, marketing business processes and key marketing performance measures of the pharmaceutical companies that operate on Ukrainian pharma market in order to determine the best practices and possibilities of their use for the purpose of improving performance outcomes of companies participating in the research.

The AllFusion Process Modeler 7 software was used for processes modeling. The Balanced Scorecard Designer software was used to create balanced scorecard. The classifier of processes at pharmaceutical companies designed by American Productivity and Quality Center (APQC) was used when determining marketing processes and building process maps. A marketing analysis (value market share, share of voice, secondary sales dynamics and companies' market share growth dynamics) was carried out in order to estimate the efficiency of marketing process.

The study showed that three pharmaceutical companies have different strategic aims, mission and vision. For the global companies, a strategic aim is “Market takeover”, while the local company tries just to retain its position on the market due to some historically prevailing conditions. The study showed that local company's management does not consider marketing as a driving force of the development and sales growth; that is why company lacks marketing culture and marketing department as such is substituted with sales and distribution department. The authors find the needs of structural changes in order to develop, yield profit and avoid acquisition by local pharmaceutical company using the better practice of the global companies.

The research is limited by a little number of companies (three) and one country market (Ukraine).

The study includes practical recommendations focused on the improvement of financial indicators and profitability of the local pharmaceutical company with a use of benchmarking tools. They can be useful for the other local companies that try to compete with global pharmaceutical companies on the local markets.

This paper adopts the various benchmarking tools to improve a strategy and marketing processes for pharmaceutical companies.

The purpose of this paper is to explore the marketing “processes” of governing multiple export relationships under the theoretical framework of governance value analysis (GVA). Specifically, this work examines the internal exchange attributes of transaction-specific investments and psychic distance on the adaptation/standardization of relational behavior and detailed contracting and how process adaptation/standardization influences new product outcomes and jointly created value in the focal export relationship.

A survey was conducted of 151 US manufacturers regarding their relationship with their primary foreign buyers. Data were analyzed with partial least squares estimation.

The results indicate that high levels of transaction-specific investments lead to the adaptation of relational behaviors whereas high levels of psychic distance lead to less adaptation of detailed contracting. The adaptation of relational behaviors and detailed contracting reflect differential direct effects on export performance. Furthermore, the results indicate that there is a significant positive interaction effect between the adaptation of relational behavior and detailed contracting on jointly created value in the focal export relationship.

The findings of the study reveal that adaptation of the marketing process related to relationship governance strategies can play an important role in the export marketing process, but managers must proceed with caution in balancing relational behavior and detailed contract adaptation. The results also point to the importance of understanding the underlying source of uncertainty and adapting appropriate aspects of governance for enhancing jointly created value in the export relationship.

The value of this research lies in its goal to highlight the issue of marketing process adaptation across multiple export relationships. Less attention has been paid to the marketing “processes” of governing multiple export relationships in the international marketing strategy literature relative to “program” standardization/adaptation. This is one of the first empirical studies on marketing process adaptation of governance employing the theoretical framework of GVA.

The purpose of this paper is to highlight the significance of improvement of marketing process using Six Sigma methodology, in the context of a banking environment.

Based on Six Sigma's DMAIC model, the paper uses Define, Measure, Analyze, Improve and Control phases to study marketing process improvement in Saman Bank.

Research states the way concepts of marketing performance management relates to the improvement of a bank marketing process using Six Sigma. Low quality was observed in the process and then regarding customer relations as one of the main priorities, improvement actions were planned. A major marketing failure for the bank was decline of online banking usage, which justifies the importance of loyal online banking customers in marketing plans.

This paper helps marketing departments in financial institutions to analyze their current performance and execute improvement actions to optimize their process. One fact in designing marketing improvement actions for banks is effectively using related information systems to organize the high amount of marketing data and to respond quickly to customer needs.

Marketing performance measurement is done in a new way as the research describes how a general marketing process can adopt Six Sigma tools to have stronger customer relations, reduced marketing costs and how to prioritize improvement actions systematically.