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1 – 10 of 54Gregor Pfajfar, Maciej Mitręga and Aviv Shoham
In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing…
Abstract
Purpose
In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise.
Design/methodology/approach
This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon.
Findings
Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years.
Originality/value
This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic.
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Rodrigo Marques de Almeida Guerra and Maria Emilia Camargo
The aim of this study is to investigate the mediating effect of learning orientation on the market orientation and business performance of industrial Small and Medium Enterprises…
Abstract
Purpose
The aim of this study is to investigate the mediating effect of learning orientation on the market orientation and business performance of industrial Small and Medium Enterprises (SMEs) in the metal-mechanic and wine sectors in southern Brazil, an emerging economy country.
Design/methodology/approach
Survey data were collected from 309 Brazilian managers of SMEs in the metal-mechanic and wine sectors. The study analyzed overall model fit and causal relationships by confirmatory factor analysis and structural equation modeling.
Findings
The survey results show that there is a positive and significant relationship between the variables market orientation, learning orientation and business performance in the investigated sectors. Learning orientation mediates the relationship between market orientation and business performance.
Practical implications
This article provides insight to guide industrial managers of Brazilian SMEs in the metal-mechanic and wine sectors in a prosperous region with a thriving economy. The mediating effect of learning orientation can help managers in their commitment to learning, market vision and open-mindedness in teams that work with multiple orientations.
Originality/value
Few studies focus on analyzing the mediating effect of learning orientation in industrial SMEs in the metal-mechanic and wine sectors. This article differs from others due to the relationships between the constructs, LO mediation over MO and BP, relevance of the investigated sectors for the region and multiple guidelines for managers of the investigated SMEs. Previous studies are scarce on the indirect effect of LO on MO and BP in developing countries.
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Gregor Pfajfar, Maciej Mitręga and Aviv Shoham
This study aims to conduct a thorough literature review to map current studies on international marketing capabilities (IMCs) applying dynamic capabilities view (DCV). The aim of…
Abstract
Purpose
This study aims to conduct a thorough literature review to map current studies on international marketing capabilities (IMCs) applying dynamic capabilities view (DCV). The aim of this study is to increase the chances for more conceptual and terminological rigor in future research in this particular research area.
Design/methodology/approach
This is a systematic literature review following the established review process of reviews in leading (international) marketing journals. A multilevel analytical approach was adopted, combining inductive coding with deductive coding and following the logic of antecedents-phenomena-consequences.
Findings
Synthesis of 20 rigorously selected previous empirical studies on IMCs applying DCV reveals that academic interest in these capabilities is well justified and growing and there are some well researched antecedents to focal capabilities (e.g. inter-organizational capabilities, outside-in market orientation) as well as their prevalent consequences (e.g. export and innovation performance). There is little knowledge of moderators to these links, especially with regard to consequences. This review illustrates that the current research lacks consistency in how key constructs are defined and measured, provides the guide to future conceptualization and measurement of so-called International Dynamic Marketing Capabilities (IDMCs) and proposes some concrete research directions.
Originality/value
The authors extend prior research in the investigated topic by critically evaluating prior works, providing improved conceptualization of IDMCs as well as concrete research agenda for IDMCs structured along recommendations for Theory, Context and Methods (TCM framework).
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Chuanjing Ju, Yan Ning and Yuzhong Shen
Safety professionals' primary job is to execute safety control measures towards frontline personnel, and previous studies focus on the effectiveness of such controls. Rare…
Abstract
Purpose
Safety professionals' primary job is to execute safety control measures towards frontline personnel, and previous studies focus on the effectiveness of such controls. Rare research efforts, however, have been devoted to the effectiveness of management control measures towards safety professionals themselves. This study aimed to fill up this knowledge gap by examining whether safety professionals under differing management control configurations differ in their work attitudes, including affective commitment, job satisfaction, career commitment and intention to quit.
Design/methodology/approach
Drawing on a holistic view of control, five forms of management control, i.e. outcome control, process control, capability control, professional control and reinforcement, were investigated. A cross-sectional questionnaire survey targeting at construction safety professionals was conducted. The latent profile analysis approach was employed to identify how the five forms of management control are configured, i.e. identifying the distinctive patterns of control profiles. The Bolck–Croon–Hagenaars method was then used to examine whether safety professionals' work attitudes were different across the identified control profiles.
Findings
Seven distinct control profiles were extracted from the sample of 475 construction safety professionals. The overall test of outcome means showed that mean levels of affective commitment, job satisfaction and intentions to quit were significantly different across the seven profiles. The largest that was also the most desirable subgroup was the high control profile (n = 161, 33.9%). The least desirable subgroups included the low control profile (n = 75, 15.8%) and the low capability and professional control profile (n = 12, 2.5%). Pairwise comparison suggested that capability, professional and process controls were more effective than outcome control and reinforcement.
Originality/value
In theory, this study contributes to the burgeoning literature on how to improve the effectiveness of control measures targeted at safety professionals. The results suggested that effective management controls involve a fine combination of formal, informal, process and output controls. In practice, this study uncovers the ways in which managers leverage the efforts of safety professionals in achieving safety goals. Particularly, it informs managers that the control configurations, instead of isolated controls, should be executed to motivate safety professionals.
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Climate change-induced weather changes are severe and frequent, making it difficult to predict apparel sales. The primary goal of this study was to assess consumers' responses to…
Abstract
Purpose
Climate change-induced weather changes are severe and frequent, making it difficult to predict apparel sales. The primary goal of this study was to assess consumers' responses to winter apparel searches when external stimuli, such as weather, calendars and promotions arise and to develop a decision-making tool that allows apparel retailers to establish sales strategies according to external stimuli.
Design/methodology/approach
The theoretical framework of this study was the effect of external stimuli, such as calendar, promotion and weather, on seasonal apparel search in a consumer's decision-making process. Using weather observation data and Google Trends over the past 12 years, from 2008 to 2020, consumers' responses to external stimuli were analyzed using a classification and regression tree to gain consumer insights into the decision process. The relative importance of the factors in the model was determined, a tree model was developed and the model was tested.
Findings
Winter apparel searches increased when the average, maximum and minimum temperatures, windchill, and the previous day's windchill decreased. The month of the year varies depending on weather factors, and promotional sales events do not increase search activities for seasonal apparel. However, sales events during the higher-than-normal temperature season triggered search activity for seasonal apparel.
Originality/value
Consumer responses to external stimuli were analyzed through classification and regression trees to discover consumer insights into the decision-making process to improve stock management because climate change-induced weather changes are unpredictable.
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Mario Gonzalez-Fuentes, Jonathan Ross Gilbert, Robert F. Scherer and Carlos Iglesias-Fernandez
A pronounced rise in postpandemic immigration is creating consumption opportunities and challenges for countries worldwide. Past research has shown that immigrant homeownership…
Abstract
Purpose
A pronounced rise in postpandemic immigration is creating consumption opportunities and challenges for countries worldwide. Past research has shown that immigrant homeownership indicates advanced consumer acculturation. However, critical factors which differentiate immigrant decisions to purchase a home remain underexplored. This study aims to examine the importance of different identity resources in determining homeownership gaps between immigrant groups in Spain during a dynamic decade.
Design/methodology/approach
A mixed methods research design with triangulation was used. First, the critical “historical research method” is used to empirically assess 15,465 household-level microdata files from the National Immigrant Survey of Spain. Second, the analysis is corroborated through informant interviews, an evaluation of digital news archives and other historical traces such as relevant advertisements in Spain from 2000 to 2009.
Findings
Results provided an account of immigrant homeownership whereby foreign-born consumers leveraged resources to promote social identities aligned with an advanced level of acculturation through housing investment during this period. Furthermore, marketing focused on specific targets of ethnic minority consumers coupled with government policies to promote immigrant homeownership reinforced the “Spanish Dream” as a new paradigm for housing market integration.
Originality/value
Spain provides an unprecedented historical context to explain marketing-related phenomena due to a perfect storm of immigration, job availability and integration supports. Contrary to popular wisdom, immigrant consumer homeownership gaps are not solely a result of differences in income and economic mobility, but rather an advanced acculturation outcome driven by personal and social investments in resources that lead to consumer identities.
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Oswald A. J. Mascarenhas, Munish Thakur and Payal Kumar
We revisit the problem of redesigning the Master in Business Administration (MBA) program, curriculum, and pedagogy, focusing on understanding and seeking to tame its “wicked…
Abstract
Executive Summary
We revisit the problem of redesigning the Master in Business Administration (MBA) program, curriculum, and pedagogy, focusing on understanding and seeking to tame its “wicked problems,” as an intrinsic part and challenge of the MBA program venture, and to render it more realistic and relevant to address major problems and their consequences. We briefly review the theory of wicked problems and methods of dealing with their consequences from multiple perspectives. Most characterization of problems classifies them as simple (problems that have known formulations and solutions), complex (where formulations are known but not their resolutions), unstructured problems (where formulations are unknown, but solutions are estimated), and “wicked” (where both problem formulations and their resolutions are unknown but eventually partially tamable). Uncertainty, unpredictability, randomness, and ambiguity increase from simple to complex to unstructured to wicked problems. A redesigned MBA program should therefore address them effectively through the four semesters in two years. Most of these problems are real and affect life and economies, and hence, business schools cannot but incorporate them into their critical, ethical, and moral thinking.
Jarosław Karpacz and Anna Wojcik-Karpacz
The authors analyzed the relationship between learning orientation (LO) and performance in micro, small and medium-sized enterprises (MSMEs) by investigating the moderating role…
Abstract
Purpose
The authors analyzed the relationship between learning orientation (LO) and performance in micro, small and medium-sized enterprises (MSMEs) by investigating the moderating role of environmental dynamism to answer the need for systematic research of models between LO and firm performance (FP).
Design/methodology/approach
The authors investigated the (in)direct relationship between LO and FP. The authors collected data from 182 MSMEs operating in technology parks (TPs) in Poland. The authors used two methods in the quantitative empirical research. The authors used linear regression models to test the hypotheses, which allowed for a global assessment of relationships among all analyzed variables. Dynamic capabilities (DCs) framework guided the study.
Findings
The study results show that FP benefits from LO-related behaviors. LO is an important stimulant of FP. Meanwhile, the authors did not classify market dynamism (MD) as a moderator of the LO-FP relationship.
Research limitations/implications
By design, the authors surveyed only MSMEs open to participate in the survey, which potentially limits generalizability. Furthermore, future researchers may consider other types of strategic orientations (SOs) to further explain the impact of multiple SOs on FP in specific industries.
Originality/value
This article presents arguments that allow for recognizing LO as a strategic organizational factor shaping FP.
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After reviewing the literature focused on real-world course–client marketing projects as well as the literature regarding teaching entrepreneurial marketing (EM), the current…
Abstract
Purpose
After reviewing the literature focused on real-world course–client marketing projects as well as the literature regarding teaching entrepreneurial marketing (EM), the current paper assesses a census population (N = 106) of course–client projects selected by the current author via Riipen – an online course–project matching hub – for marketing courses taught from Spring 2018 through Spring 2023. The purpose of this paper is to uncover and explore the degree of EM teaching relevance of said course projects over the five-year span indicated.
Design/methodology/approach
All Riipen-sourced course–client projects selected by the current author for marketing courses taught from Spring 2018 through Spring 2023 (N = 106) were reviewed so that broad project-level and firm-level characteristics and trends – especially EM relevance – could be excavated and assessed over the five-year/10-semester span. In addition, an in-depth qualitative primacy-recency/bookend approach was taken with regards to the first semester (Spring 2018) and the most recent semester (Spring 2023).
Findings
The main finding is that Riipen-sourced course–client projects exhibited an increasingly high degree of EM relevance between Spring 2018 through Spring 2023. Project representatives at the founder/co-founder level or the equivalent made up only 20% of the pool in Spring 2018 yet constituted slightly over 94% of the pool by Spring 2023. Similarly, whereas only 33% of firms sourced and selected in Spring 2018 were in startup mode, fully 100% of firms selected in Spring 2023 were in startup mode.
Research limitations/implications
The population of 106 Riipen-sourced-and-selected course–client projects do not represent a statistically valid basis for “apples-to-apples” comparisons because: the population of projects was spread across multiple courses and across multiple semesters over a five-year span where many shifts and trends were ongoing – including impacts to course-delivery modality due to COVID-19, and it is likely that unconscious idiosyncratic biases of the current author were operant during selection. Moving forward, researchers are encouraged to pursue questions such as the following: are there statistically significant EM-related learning outcomes that differ for students paired to projects that vary across the preliminary project taxonomy detailed?
Practical implications
Many practical teaching recommendations regarding effective ways to source, select and integrate high-EM course–client projects into otherwise standard-issue marketing courses are made. The paper also serves as something of a primer on how best to source and adapt Riipen marketing projects. Cautionary teaching notes and recommendations based on the current author’s observations are also shared.
Social implications
Over the course of the five-period (Spring 2018 through Spring 2023), it was observed that a rapidly increasing percentage of firms on the Riipen platform self-identified as female-owned, minority-owned and/or LGBTQ-owned. Similarly, a moderately increasing percentage of marketing projects with “social entrepreneurship” and/or “social impact” and/or “environmental impact” elements were posted to the platform.
Originality/value
To the best of the author’s knowledge, this is the first peer-reviewed journal article to explore the EM value of real-world course–client marketing projects sourced via Riipen.
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Christopher Lee and Lynn Kahle
The purpose of this paper is to introduce emulation marketing as an important strategy to consider for services marketing researchers and practitioners, given the ability to plant…
Abstract
Purpose
The purpose of this paper is to introduce emulation marketing as an important strategy to consider for services marketing researchers and practitioners, given the ability to plant an aspirational goal in consumers' minds. Building on theories of lifestyle, values, self-concept and others, this conceptual paper presents the case for emulation marketing as an important consideration within services marketing.
Design/methodology/approach
To explore mechanisms that will define service research in the future, this conceptual paper reviews the literature across the spectrum of social comparison and learning, social adaptation, conformity, values, persuasion and role modeling. The authors analyze existing theories while proposing a new mechanism, emulation, to advance research in service literature.
Findings
This paper suggests mechanisms to promote emulation in services marketing through the consumer decision process. A research agenda for future work is provided with emphasis on lack of emulation, emulation and status, emulation and aging, emulation and technology, emulation and linguistics and the dark side of emulation. Within each area, a series of considerations are discussed.
Originality/value
This paper introduces emulation as an important mechanism within services marketing. It offers a research agenda focused on a variety of emerging areas in the field. The paper contributes to services marketing and future research by proposing a novel approach, via emulation, to services marketing.
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