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This case study examines the new product development (NPD) process of digital information products (DIPs) and its critical success factors (CSFs) in a small-sized German enterprise.

A case study was conducted with a small firm focused on the development of DIPs; data were obtained through semi-structured interviews, direct observation and document analysis.

The firm uses an informal and cross-functional NPD process (idea generation, idea validation, product creation and product launch) in converting an idea into a sellable product. Peculiar aspects of each stage within the process as well as ten CSFs to NPD projects were verified.

Limitations are attributed to its qualitative nature, which does not allow generalizations, though careful attention was given to validity and reliability issues through the use of data source triangulation.

The paper provides a conceptual process that may benefit further initiatives for developing and launching DIPs, as well as a comprehensive list of CSFs for such projects.

This paper is the first one to schematize the NPD process and practices for DIPs, as well as key capabilities. It contributes to the NPD literature in discussing dynamic aspects that are typical to the firm analyzed and to others operating in a digital context. At the same time, it reinforces other traditional aspects that have become overlooked in digital business debates.

This paper examines the relationship between marketing automation emergence and the marketers' use of heuristics in their decision-making processes. Heuristics play a role for the integration of human decision-making models and automation in augmentation processes, particularly in marketing where automation is widespread.

This study analyzes qualitative data about the impact of marketing automation on the scope of heuristics in decision-making models, and it is based on evidence collected from interviews with twenty-two experienced marketers.

Marketers make extensive use of heuristics to manage their tasks. While the adoption of new automatic marketing tools modify the task environment and field of use of traditional decision-making models, the adoption of heuristics rules with a different scope is essential to defining inputs, interpreting/evaluating outputs and control the marketing automation system.

The paper makes a contribution to research on the relationship between marketing automation and decision-making models. In particular, it proposes the results of in-depth interviews with senior decision makers to assess the impact of marketing automation on the scope of heuristics as decision-making models adopted by marketers.

The feasibility and desirability of reverse logistics in market-motivated contexts are examined in China. Interactions between the major barriers, that hinder or prevent the application of reverse logistics in China are analyzed. Management’s key task is to diagnose barriers to the application of reverse logistics that could be crucial to the organization’s future survival. Simultaneity, a value delivery system exists to create value for customers and environments by supplying needed products and services. Value delivery systems are at the heart of every firm and, more than anything else, determine that, whether the firm survives in the marketplace or disappears into bankruptcy or takeover. The processes and model of market-motivated reverse logistics value delivery system are discussed, and the processes content and model are presented. Simultaneity, based on the advantage of the Third Party Reverse Logistics Providers (3PRLs) and Outsourced Service Providers, an integrated evaluation model is built to select 3PRLs by using the integrated decision-making methods. Reflecting the comprehensive information requirement, the Analytic Hierarchy Process and entropy approaches are applied to calculate the objective weights. A new kind of relative similarity degree is established by combining the Euclidean distance with the grey correlation degree. An example demonstrates the model’s efficiency.

This paper aims to deepen the understanding of the marketing process and practices taking place during the initial stages of the company development, by revealing the distinct entrepreneurial marketing process and mix resulting from the entrepreneurs’ decision-making process.

Using the critical incident technique, the study analyzes 146 marketing decisions made by entrepreneurs. The resulting marketing activities are aligned in a process and compared with the mainstream managerial marketing process.

The results provide the basis for an entrepreneurial marketing framework with four phases: product creation – product–market fit – market expansion – refocus. An entrepreneurial marketing mix is also proposed, consisting of productisement, people and proof of value.

While the managerial marketing process is well established, the entrepreneurial marketing process remains largely uncharted. The framework provided contributes to identifying the main marketing concerns and understanding how the marketing process is implemented by entrepreneurs in the earlier phases of the firm. Practical suggestions are offered regarding the marketing operations of the new firms and the critical marketing aspects to consider.

Recent research suggests that the interest in process-based single-case studies is increasing in business-to-business (B2B) marketing. This paper aims to discuss research validity issues and dilemmas encountered by process-based single-case researchers in B2B marketing.

This is a methodology paper that builds on an integration of experiences, ideas and literature.

In the paper, three dilemmas are suggested that researchers need to deal with in process-based single-case research. These relate to the casing process: crafting the case, communicating the case and describing the process of the study. Furthermore, process validation is suggested as a research quality concept concerned with how these dilemmas are handled.

Based on the notion of process validation, the authors provide suggestions for how casing, as a process-based single-case approach, can be conveyed and advanced in its own right.

This study can be used to convey insights that can help new and experienced researchers in conducting single-case studies in B2B.

Coping with issues of research quality in B2B marketing is of relevance to researchers dealing with process-based single-case research and process validation issues, as well as to journal reviewers evaluating the qualities of process-based single-case research.

This paper aims to develop an alternative perspective on marketing informed by service scholarship to resolve marketing’s challenges as a discipline and practice.

This paper is conceptual and builds on the ongoing debate regarding marketing’s challenges and on service research to develop a new alternative marketing perspective and model, which could contribute to reforming marketing.

An analysis of the current understanding of marketing showed that the discipline’s myopic focus on activities, which disregards what marketing is as a phenomenon, is the primary reason for the prevailing problems and failure to reform marketing. Based on research into service logic (SL), the paper demonstrates that a higher level view of service can be characterized as the provision of help to the users of goods and services to ensure that these goods and services deliver meaningful assistance in their lives and work. This suggests that the ultimate objective for marketing is to make firms meaningful to the users of their goods and services.

To the best of the author’s knowledge, since this paper is the first to conceptually develop a perspective on marketing and a corresponding model informed by service scholarship, more conceptual and empirical research is necessary. Developing the new meaningfulness-based perspective and model for marketing brings a new approach to the process of resolving marketing’s current troubled situation.

The meaningfulness approach to marketing enables customer-centered marketing strategies to be implemented. Such strategies include both demand-stimulating and demand-satisfying programs.

To the best of the author’s knowledge, this paper is the first to examine marketing’s troubled situation from a service research and SL perspective.

This paper aims to emphasize two key research priorities central to the domain of service marketing.

Reflections based on conceptual analysis of the current level of knowledge of service as an offering and of the nature of service marketing in the literature.

It is observed that research into marketing and into service as an object of marketing, or as an offering, has been neglected for two decades and more. It is also shown that to restore its credibility, marketing needs to be reinvented. Furthermore, the point is made that if a proper understanding of service as an object of, for example, innovation, design, branding and development is lacking, or even only implicitly present, valid research into those and other important topics is at risk.

This paper discusses two neglected topics within the domain of service research. Other important areas of future research are not covered. However, the paper offers directions for service marketing research fundamental to the development of the discipline.

In earlier discussions of service and service marketing research priorities, the observation that service and marketing are neglected topics that need to be studied and further developed has not been made. The paper emphasizes that service marketing research also needs to return to its roots and suggests possible directions for future research.

Objectively evaluating the fairness of the algorithm, exploring in specific scenarios combined with scenario characteristics and constructing the algorithm fairness evaluation index system in specific scenarios.

This paper selects marketing scenarios, and in accordance with the idea of “theory construction-scene feature extraction-enterprise practice,” summarizes the definition and standard of fairness, combs the application link process of marketing algorithms and establishes the fairness evaluation index system of marketing equity allocation algorithms. Taking simulated marketing data as an example, the fairness performance of marketing algorithms in some feature areas is measured, and the effectiveness of the evaluation system proposed in this paper is verified.

The study reached the following conclusions: (1) Different fairness evaluation criteria have different emphases, and may produce different results. Therefore, different fairness definitions and standards should be selected in different fields according to the characteristics of the scene. (2) The fairness of the marketing equity distribution algorithm can be measured from three aspects: marketing coverage, marketing intensity and marketing frequency. Specifically, for the fairness of coverage, two standards of equal opportunity and different misjudgment rates are selected, and the standard of group fairness is selected for intensity and frequency. (3) For different characteristic fields, different degrees of fairness restrictions should be imposed, and the interpretation of their calculation results and the means of subsequent intervention should also be different according to the marketing objectives and industry characteristics.

First of all, the fairness sensitivity of different feature fields is different, but this paper does not classify the importance of feature fields. In the future, we can build a classification table of sensitive attributes according to the importance of sensitive attributes to give different evaluation and protection priorities. Second, in this paper, only one set of marketing data simulation data is selected to measure the overall algorithm fairness, after which multiple sets of marketing campaigns can be measured and compared to reflect the long-term performance of marketing algorithm fairness. Third, this paper does not continue to explore interventions and measures to improve algorithmic fairness. Different feature fields should be subject to different degrees of fairness constraints, and therefore their subsequent interventions should be different, which needs to be continued to be explored in future research.

This paper combines the specific features of marketing scenarios and selects appropriate fairness evaluation criteria to build an index system for fairness evaluation of marketing algorithms, which provides a reference for assessing and managing the fairness of marketing algorithms.

Algorithm governance and algorithmic fairness are very important issues in the era of artificial intelligence, and the construction of the algorithmic fairness evaluation index system in marketing scenarios in this paper lays a safe foundation for the application of AI algorithms and technologies in marketing scenarios, provides tools and means of algorithm governance and empowers the promotion of safe, efficient and orderly development of algorithms.

In this paper, firstly, the standards of fairness are comprehensively sorted out, and the difference between different standards and evaluation focuses is clarified, and secondly, focusing on the marketing scenario, combined with its characteristics, key fairness evaluation links are put forward, and different standards are innovatively selected to evaluate the fairness in the process of applying marketing algorithms and to build the corresponding index system, which forms the systematic fairness evaluation tool of marketing algorithms.

The majority of business-to-business companies are working on their digital transformation in sales. Despite enormous transformation efforts, the expected productivity gains are often missing in most companies. Based on empirical research, this paper aims to develop a new market-oriented transformation model. Management implications as well as future research directions are derived for a more focused digital transformation process in sales.

Within the exploratory research study, 90 key informants were interviewed to provide better insights in the context of digital transformation in sales. The accuracy of the research results was safeguarded by triangulation.

As this research paper will show, the reasons for the missing productivity gains caused by a limited knowledge about the main success factors of digital transformation as well as a lack of understanding of digital transformation as an evolving process.

Based on the empirical research, a new market-oriented transformation model is developed and management implications as well as future research directions are derived for a more focused digital transformation process in sales.

This paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.

Qualitative research based on exploratory in-depth interviews with industry experts currently working with artificial intelligence tools.

Key themes include: (1) Importance of AI in strategic marketing decision management; (2) Presence of AI in strategic decision management; (3) Role of AI in strategic decision management; (4) Importance of business culture for the use of AI; (5) Impact of AI on the business’ organizational model. A key consideration is a “creative-possibility perspective,” highlighting the future potential to use AI not only for rational but also for creative thinking purposes.

This work is focused only on strategy creation as a deliberate process. For this, AI can be used as an effective response to the external contingencies of high volumes of data and uncertain environmental conditions, as well as being an effective response to the external contingencies of limited managerial cognition. A key future consideration is a “creative-possibility perspective.”

A practical extension of the Gartner Analytics Ascendancy Model (Maoz, 2013).

This paper aims to contribute knowledge relating to the role of AI in marketing strategy formulation and explores the potential avenues for future use of AI in the strategic marketing process. This is explored through the lens of contingency theory, and additionally, findings are expressed using the Gartner analytics ascendancy model.