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1 – 10 of 26Alexandre Borba Salvador, Mariana Bassi-Suter and Nicola Forsdike
This study aims to understand how marketing faculty become reference-educators of business executives by exploring the factors that contribute to their teaching performance.
Abstract
Purpose
This study aims to understand how marketing faculty become reference-educators of business executives by exploring the factors that contribute to their teaching performance.
Design/methodology/approach
Exploratory qualitative research, using in-depth interviews in which the object of the study was the marketing educator, based on three Brazilian business schools.
Findings
The teaching performance depends on the teaching practice, which is influenced by technical knowledge, pedagogical factors and personal features. The development of a practitioner-educator is a complex process that arises from both formal and informal learning.
Research limitations/implications
Deepens the understanding of marketing educators’ individual factors, proposing a model to expand the knowledge of the factors shaping a reference-educator.
Practical implications
Raises awareness among managers of Higher Education institutions of the relevance of the development of its educators considering not only pedagogical skills but also marketing and social skills.
Social implications
Improvements in education generate a positive contribution to society. Better marketing educators may result in better professionals, which could, ultimately, generate more benefits both for corporations and for society.
Originality/value
Existing literature has neglected the understanding of how marketing educators’ individual factors may impact on good teaching to create a well-rounded practitioner-educator. This study seeks to address that gap by exploring how marketing faculty, especially practitioners of marketing, become reference-educators, that is, educators identified as exemplars of good practice by their students and peers.
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Manoella Antonieta Ramos, Svante Andersson and Ulf Aagerup
This study describes how a multinational enterprise (MNE) gains acceptance after rebranding acquired brands from different countries among its internal and external stakeholders…
Abstract
Purpose
This study describes how a multinational enterprise (MNE) gains acceptance after rebranding acquired brands from different countries among its internal and external stakeholders and identifies factors that influence this process.
Design/methodology/approach
The study employed a single case-study approach, including 18 semi-structured in-depth interviews with employees of a firm involved in the rebranding process in six countries. The countries are Sweden, Germany, the United States, Brazil, Colombia and Mexico.
Findings
The findings reveal how the MNE integrated brands it acquired in different international markets into one overarching corporate brand. The study shows that in emerging countries, external legitimation (external implementation process, country profiles and customer buy-in) constitutes the most significant challenge. By contrast, in developed countries, internal legitimation (employee buy-in and internal implementation process) is more challenging.
Research limitations/implications
The study contributes to and extends the rebranding literature by using a legitimation lens to analyze the rebranding process. This lens shows how internal and external stakeholders are both crucial to successful rebranding. The study provides a comprehensive perspective of the process, identifies challenging factors and differentiates between their importance in emerging and developed countries.
Originality/value
To address the dearth of research on how firms legitimize a new brand in different national contexts, the study compares the rebranding process in multiple countries and discusses the factors influencing the rebranding process.
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Veronika Tarnovskaya, Daniel Tolstoy and Sara Melén Hånell
The purpose of this study is to conduct a systematic literature review that illuminates the current state of knowledge regarding the specific approaches by which multinational…
Abstract
Purpose
The purpose of this study is to conduct a systematic literature review that illuminates the current state of knowledge regarding the specific approaches by which multinational corporations (MNCs) implement corporate social responsibility (CSR) on the subsidiary level in developing countries.
Design/methodology/approach
Even though substantial scholarly work has been made to outline MNCs' activities in developing countries, this literature remains fragmented. To support the field in its theoretical as well as empirical advancements, this study conducts a systematic review of this body of literature and content analysis of relevant articles using insights from strategic marketing literature (market driving/proactive and market-driven/reactive approaches).
Findings
The authors synthesize our findings by presenting a taxonomy of proactive/reactive CSR approaches in developing markets along with propositions that can guide future research in this area.
Originality/value
Among the key contributions of this study's literature review is the development of a taxonomy of proactive/reactive CSR, bringing together different and fragmented streams of research and viewing them from strategic marketing (“proactive/reactive”) perspective. The taxonomy and the two ensuing propositions can advance future CSR-related studies with MNCs in focus by providing both theoretical and empirical guidance.
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Abstract
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Kassimu Issau, Sanjay Soni and Innocent Senyo Kwasi Acquah
This research examines the interrelationships between market orientation (MO) and entrepreneurial orientation (EO) in the small- and medium-sized enterprise (SME) sector. Due to…
Abstract
Purpose
This research examines the interrelationships between market orientation (MO) and entrepreneurial orientation (EO) in the small- and medium-sized enterprise (SME) sector. Due to the conflicting results associated with each orientation's influence on firm performance, some researchers advanced that scholars should resort to concurrent observation of the constructs. To the researchers, concurrent deployment of the constructs by businesses is likely to result in an enhanced performance. However, what is lacking in their proposition is how the deployment of these resources should be, thereby leading to a knowledge gap in the literature. The aforementioned gap is what this paper seeks to address.
Design/methodology/approach
The study employed deductive research approach, and data were collected from 366 SMEs' owners or owner-managers of SMEs in two metropoles in Ghana. For this study, the hand delivery and collection of questionnaire technique was deployed. The reason is that most respondents may be reluctant to respond to the questionnaires through the post or Internet. Partial least square-structural equation modelling (PLS-SEM) was employed for the data analysis due to its importance in allowing the testing of relationships among constructs. Furthermore, seven-point Likert scale was used to generate responses from the respondents.
Findings
The result indicates that MO and EO have a positive and significant influence on each other. However, the influence of EO on MO is greater. Therefore, when owners of SMEs are embracing the two constructs in their businesses, EO should precede MO. The finding is a novelty of this study. Through this result, the owners of SMEs would have knowledge of embracing EO before MO during the employment of the two constructs in their firms. The study further revealed that not all the components of MO have positive and significant influence on EO, and the reverse is true. Without this study, the owners of SMEs would have placed equal attention on each construct and their components. The study also indicates that deployment of MO in its composite form rather than components is the best way for improving EO.
Practical implications
The more SMEs engage in MO activities, the likelihood of an increase in their entrepreneurial spirit and the opposite is true. However, engaging in more EO activities would result in higher MO than the reverse.
Originality/value
The findings add to the empirical literature by revealing the interrelationships between MO and EO, which serve as a guide to owners of SMEs and practitioners in their concurrent deployment of the two constructs. The findings would also open replication doors for future researchers in different settings.
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Mateus Panizzon, Gabriel Vidor and Maria Emília Camargo
Continuous understanding of the best practices associated with new product development is a constant research opportunity to advance knowledge in the field, as far as changes in…
Abstract
Purpose
Continuous understanding of the best practices associated with new product development is a constant research opportunity to advance knowledge in the field, as far as changes in the business environment and the increasing turbulence level in different market segments create and reposition the importance of practices over time.
Design/methodology/approach
Based on a systematic review, the study aimed to analyze the 100 most relevant articles published in international journals on new product development (NDP), identifying new patterns on the best practices for new product development and the types of relationship involved in NPD.
Findings
Among the several practices observed in the literature, the analysis point to a larger group of studies that converge on the identification of a positive and significant relationship in integration – simultaneously – between supplier, company, customers and strategic alliances and the performance of NPD.
Research limitations/implications
These results support integration as a cross-cutting and structural best practice for NPD, as long as it is constituted as a capacity, mainly applied in highly turbulent environments. This approach supported the proposition of a new framework.
Practical implications
Organizations will be able to implement the proposed framework to NPD strategy in order to prioritize resources in best practices, aiming to increase the performance of new product development.
Social implications
The adoption of integration and co-creation practices for the development of new products expands the possibilities of economic and social development, based on the involvement of the actors in this network.
Originality/value
This model had not yet been proposed in the literature, filling a gap in the agenda for future studies.
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Abstract
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Eias Al Humdan, Yangyan Shi, Masud Behina, Md. Maruf Hossan Chowdhury and A.K.M. Shakil Mahmud
This paper aims to investigate the conditional indirect effect of innovativeness on performance via supply chain agility (SCA) in the service industry at higher and lower…
Abstract
Purpose
This paper aims to investigate the conditional indirect effect of innovativeness on performance via supply chain agility (SCA) in the service industry at higher and lower collaborative relationships.
Design/methodology/approach
The hypothesised model is operationalised with survey data from 245 Australian service firms collected via LinkedIn and analysed using structural equation modelling and fuzzy set qualitative comparative analysis (fsQCA).
Findings
The analysis found that SCA significantly mediates the relationship between innovativeness and performance. Further, the conditional indirect effect of innovativeness on performance via SCA was significant when the collaborative relationship was high. Results also revealed that a configuration of both innovativeness and agility better predicts performance.
Originality/value
This study is an early attempt to investigate SCA in service industries by scrutinizing SCA from an innovative point of view. While previous studies have demonstrated the role of innovativeness in enhancing a firm's performance, this study explores this link further by investigating the conditional indirect effect of innovativeness on performance via SCA at different levels of collaborative relationships.
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