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Previous studies have found that a proactive market orientation (PMO) has a positive effect on product differentiation and innovation and that the effect is contingent on various factors. However, the influence of logistics on the positive relationship between PMO and product differentiation has received scant attention in marketing research. To fill this research gap, this paper aims to introduce the concept of postponement as a basic logistics strategy, currently used by many firms, and examine the interaction effect of PMO and postponement on new product differentiation.

Drawing on the exploration–exploitation literature, the authors considered PMO and postponement as types of exploration and exploitation, respectively. The authors hypothesized that postponement hampers the positive effect of PMO on product differentiation. The authors tested the hypotheses empirically by applying ordinary least squares regression to a sample of 187 brand managers in the Japanese apparel industry.

PMO is positively related to product differentiation, although the relationship is weakened when design and production systems are postponed, that is, when postponement hinders product differentiation.

Previous studies have examined market orientation and postponement (logistics) separately. However, referring to the exploration–exploitation literature, the authors built a conceptual and empirical bridge between market orientation and logistics management and proposed that this configuration is important for product differentiation.

In 2008, a phenomenon emerged in online retail that attracted the attention of many people, creating a new virtual model of commerce. This phenomenon was called online group buying and arrived in Brazil in 2010. The purpose of this study was to identify the factors that affect satisfaction and loyalty to group buying sites.

Through structural equation modeling, the relationships between the attractiveness of discount rates, service quality, popularity, online brand image, antecedent word of mouth (WOM), creativity and trust in relation to consumer general satisfaction, declared loyalty, repurchase intention and positive WOM were observed. A total of 727 valid questionnaires were collected from online group buyers to test the 11 hypotheses proposed in this study.

The main contribution of this study was that it identified the strong influence of service quality, popularity and online brand image on consumer general satisfaction, and the influence of service quality, trust and general satisfaction on repurchase intention. It also identified the influence of trust, creativity and general satisfaction on declared loyalty, and finally, the influence of trust and general satisfaction on positive WOM.

Because of the extensive and robust model, other statistical interactions among the constructs were gauged. It is possible that new structures and paths for alternative models can be proposed in the future with the inclusion of new relationships not analyzed in the present study. Furthermore, future studies should consider testing the generated model in other countries, as the particular features of collective purchasing in Brazil should be taken into account.

In addition to being concerned with the attractiveness of discounts, marketing managers of group buying sites should concentrate their efforts on strengthening perceived quality, image, trust and the creativity of the site to ensure customer loyalty.

The online group buying business model that was established in Brazil differs significantly from the American and European models. As many online group buying studies have been conducted in these markets, Brazilian consumers will enjoy substantial gains in the quality of the service provided by collective purchasing sites through the development of actions that focus on improving the factors that affect these consumers.

The originality of this study lies in the development of a single model that tests a set of factors gauged separately in other studies related to online purchase behavior in a broader perspective.

The purpose of this study is to shed light on the tools, processes and negotiations involved in the formation of acceptable current values in the context of goodwill impairment testing. The study raises the questions of how a current value for goodwill becomes a faithful representation and how one expectation about the future becomes more convincing than other expectations.

Drawing on the study of associations, the analysis presents a case study of a large, internationally active organisation. By combining field notes, interview transcripts and a variety of documents, the qualitative analysis focusses on strategies and mechanisms of persuasion.

The findings reveal how epistemological objectivity of current values forms in three moments of relational becoming that codify, depersonalise and proceduralise the valuation task. Further, the study suggests that a convincing argument forms with the help of four enablers: a bricolage of inscriptions, methodological mystification, transformed professional identities and a practical need for closure.

The study contributes with an analysis and illustration of financial accounting as practice, elaborating on the meaning and construction of faithful representation in cases of measurement uncertainty.

In tourism, it is a challenge to connect the commercial (economic) interests of the industry with the creation of social and environmental values along the principles of sustainability. The purpose of this paper is to develop a framework that can inspire businesses to use sustainability as a leading principle for their commercial activities, by means of expert consultation.

A study was conducted in which sustainability, foresight and business identity featured as the guiding concepts. Data were collected by means of expert consultation.

The study resulted in four scenarios for a sustainable tourism industry in 2040 which were framed by the key uncertainties driving this 2040 future. These scenarios offer a source of inspiration for tourism businesses to develop a proactive attitude and robust strategies for a sustainable yet competitive future. Subsequently, for each of the four business types (based on their identity or DNA) strategic questions were listed together with actionable strategic propositions with reference to sustainable development.

Data were collected with a sample of partners in the European Tourism Futures Research Network (convenience sample).

The key strategic questions and actionable strategic propositions are presented for four different business styles that allow them to implement sustainability in a commercial way.

The connection between the core concepts of sustainability, foresight and business identity offers a novel approach to the field of sustainability.

The twofold aim of this theory-building article is to raise questions about the ability of queer cinema to transform market culture and ideologies around gender and sexuality. First, the authors examine how the very capitalization of queer signifiers may compromise the dominant order from within. Second, the authors address how brands possibly can draw on these signifiers to project authenticity.

Through visual methods of film criticism and the semiotic analysis of three films (Moonlight, Call Me By Your Name and Portrait of a Lady on Fire), the authors outline some profound narrative tensions addressed by movie makers seeking to give an authentic voice to queer lives.

Brands can tap into these narrative attempts at “seeing the invisible” to signify authenticity. False sublation, i.e. the “catch-22” of commodifying the queer imaginaries one seeks to represent, follows from a Marcusean analysis.

In more practical terms, “seeing the invisible” is proposed as a cultural branding technique. To be felicitous, one has to circumvent three narrative traditions: pathologization, rationalization and trivialization.

In contrast to Marcuse's pessimist view emphasizing its affirmative aspects, the authors conclude that such commodification in the long term may have transformative effects on the dominant ideology. This is because even if something is banished to the realm of imagination, e.g. through aesthetic semblance, it can still be enacted in real life.

Imagination is the exercise of generating new and novel mental images. Because of its utility for the arts, it is primarily thought of as a purely aesthetic tool. And yet, as a cognitive orientation to the world, imagination has much to offer business leaders. Imagination shifts leaders away from ingrained ways of thinking; it emphasizes reframing existing situations, moving beyond constraining mental models, and formulating innovative responses. In short, imagination is the critical cognitive link connection between what is and what might be. This application brief describes a module designed to develop moral imagination in leadership students in Gonzaga University’s Masters in Organizational Leadership Program. It outlines the use of popular film – in this case, the classic Woody Allen (1989) film, Crimes and Misdemeanors – to help students identify ethical events, assess various viewpoints concerning these events, and then practice reframing the events using moral imagination.

The purpose of this study is to examine the potential of integrating material from the arts into postgraduate curricula to deepen students’ engagement with marketing phenomena. The authors assess the use of arts-based activities, within a broader critical pedagogy, for encouraging imaginative and analytical thinking.

The authors devised two learning activities and an interpretive method for studying their value. The activities were an individual essay connecting themes in song lyrics to marketing, and a group photography project. These were applied, within a broader, critical approach, in postgraduate modules on sustainability, ethics and critical marketing. Data collection comprised diaries kept by the teachers, open-ended feedback from students and students’ assignments.

Students showed high levels of engagement, reflexivity and depth of thought, in felt experiences of learning. Their ability to make connections not explicitly in the materials, and requiring imaginative jumps, was notable. Several reported lasting changes to their behaviour. Some found the tasks initially intimidating or, once they were more engaged, stressful or saddening.

This adds to scholarship on management education by showing the usefulness of an arts-based approach towards a transformative agenda.

It offers a template of how to draw from the arts to strengthen critical engagement upon which marketing teachers can build. It also contains practical advice on the challenges and benefits of doing so.

The authors provide evidence that this approach can enhance sensitivity and reflexivity in students, potentially producing more ethical and sustainable decisions in future.

The pedagogical interventions are novel and of value to lecturers seeking to enhance critical engagement with theory. An empirical study of an attempt to integrate arts into teaching marketing represents a promising direction, given the discipline’s creative nature.

The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration, positive emotional connection and feelings of anticipated separation distress.

A sample of 399 consumers provided information about a brand from a stated list of 16 brands of clothing.

Both anthropomorphism and consumers’ liking for the humanized brand have positive effects on specific components of brand love. The results confirm that brand anthropomorphism is only desirable when the humanized version of the brand is attractive for consumers.

A potential shortcoming is the qualitative technique employed to observe anthropomorphic thought. Collecting ratings of anthropomorphic and non-anthropomorphic traits could be viewed as a method more easily applied in market research surveys.

Managers have to control how consumers imagine the brand as a human entity because it affects brand love. For example, by tracking consumers’ opinions and traits of those people associated with the brand and brand user stereotypes can condition consumers’ imagination of the humanized brand.

Compared to the limited number of studies about the relationship between anthropomorphism and brand love, this study focuses on the effects of anthropomorphism as a process, and not as a personal trait, on brand love. It also relies on consumers’ imagination instead of brand personification strategies to stimulate anthropomorphism.

The “academic revolution” that has taken place over the past 50-60 years has brought about many opportunities, but also challenges, in the lives of academics. The “publish or perish” phenomenon can be seen as one manifestation of the heated competition among universities for talent and resources. The resulting increase in publications, the decrease in the time academics have to read them, together with editors’ call for more originality, innovation, and meaning in submitted manuscripts lead to two questions. What techniques can help researchers and PhD students to effectively and efficiently navigate through large bodies of literature? What tools and techniques can be used to enhance the foundations for theorising? The purpose of this paper is to answer these two interrelated questions.

The abstracts of 410 peer-reviewed journal articles connected to ethics in (international) marketing research are explored with software tools. The freely available VOSviewer software is used to visualise the specified body of literature. NVivo is employed to go deeper and explore specific themes identified through VOSviewer.

A total of 17 clusters were identified, representing the major themes in the selected body of literature. Additionally, a number of research avenues and research questions are presented.

The analysis is based on the information provided in abstracts. Future research may wish to extend the analysis to full articles.

The paper contributes by demonstrating how software tools such as VOSviewer and NVivo can be used to explore large bodies of literature and to experiment with research ideas to enhance the foundations for theorising.

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.