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1 – 10 of over 182000
Article
Publication date: 1 July 1993

Donald G. Howard and John K. Ryans

The focus of this article is a cross‐national comparison of the role the study of marketing theory should play in the marketing education process. This study also examines whether…

Abstract

The focus of this article is a cross‐national comparison of the role the study of marketing theory should play in the marketing education process. This study also examines whether the status of marketing theory differs from marketing academicians in the United States, Europe, and the Pacific Basin.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 5 no. 2
Type: Research Article
ISSN: 1355-5855

Article
Publication date: 1 March 1974

John K Ryans and Willem Van't Spyker

Compares the views of European and US marketing lenders on a select group of marketing theory attitudinal statements. Gives attention to the approach taken to teaching marketing

Abstract

Compares the views of European and US marketing lenders on a select group of marketing theory attitudinal statements. Gives attention to the approach taken to teaching marketing at undergraduate and graduate levels. Concludes that European and US respondents reacted overall similarly.

Details

European Journal of Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 27 June 2016

Jakki J. Mohr, Linda L. Price and Aric Rindfleisch

The purpose of this chapter is fivefold. First, it highlights that, despite apparent progress, business in general, and marketing in particular, has made little impact upon…

Abstract

Purpose

The purpose of this chapter is fivefold. First, it highlights that, despite apparent progress, business in general, and marketing in particular, has made little impact upon environmental sustainability. Second, it offers four explanations for the persistent challenges that contribute to this lack of meaningful progress. Third, it presents two theoretical lenses (i.e., assemblage theory and socio-ecological systems theory) for viewing environmental sustainability from new perspectives. Fourth, it offers a mid-range theory, biomimicry, to bridge the gap between these higher-level theories and managerial decisions on the ground. Finally, it offers implications and ideas for future research based on these persistent challenges and new perspectives.

Methodology/approach

Our paper is theoretical in focus. We offer a conceptual analysis of persistent challenges facing business efforts in environmental sustainability and suggest useful lenses to integrate marketing decisions more closely with our natural environment.

Findings

We present biomimicry as an actionable framework that seeks inspiration from nature and also explicitly grounds marketing decisions in the natural world.

Practical Implications

Our paper draws attention to the challenges facing firms seeking to achieve better performance in environmental sustainability. In addition, it offers a set of fresh theoretical perspectives as well as future issues for scholarly research in this domain.

Originality/value

Our work is designed to be provocative; it articulates reasons why business efforts in environmental sustainability do not scale to meaningful impact upon our planet and explores theoretical lenses by which those efforts could be more impactful.

Article
Publication date: 19 October 2022

Mohd Adil, Mohd Sadiq, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Deepak Sangroya and Kumkum Bharti

The purpose of this study is to present a systematic review of the online service failure (OSF) literature and conduct an exhaustive analysis of academic research on this emerging…

7479

Abstract

Purpose

The purpose of this study is to present a systematic review of the online service failure (OSF) literature and conduct an exhaustive analysis of academic research on this emerging research area.

Design/methodology/approach

The current study has adopted a structured systematic literature review approach to synthesize and assess the OSF literature. Further, the study uses the Theory-Context-Characteristics-Methodology (TCCM) framework to propose future research directions in the OSF domain.

Findings

This systematic review shows that OSF research is still developing and remains mainly incoherent. Further, the study develops a conceptual framework integrating the frequently reported antecedents, mediators, moderator and consequences in the extant literature. This review also synthesizes the theoretical perspectives adopted for this domain.

Research limitations/implications

The study followed specific inclusion and exclusion criteria to shortlist articles. Further, articles published only in the English language were considered. Hence, the findings of this review cannot be generalized to all OSF literature.

Practical implications

This systematic review has classified antecedents into customers' and service providers' roles which will enable online service providers to understand all sets of factors driving OSF. It also synthesizes and presents service recovery strategies and emphasizes the role of online customer support to fix OSF.

Originality/value

The OSF literature is still developing and remains highly incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the OSF literature to study its development over time and proposes a framework which provides a comprehensive understanding of OSF.

Details

Journal of Service Theory and Practice, vol. 32 no. 6
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 18 August 2014

Shelby Hunt

The purpose of this article is to chronicle the publication events in the 1980s and 1990s that framed the development of the series of controversies in marketing that are known as…

1599

Abstract

Purpose

The purpose of this article is to chronicle the publication events in the 1980s and 1990s that framed the development of the series of controversies in marketing that are known as the “philosophy debates”.

Design/methodology/approach

The article uses a participant’s retrospective approach.

Findings

The article finds that seven publication events are key to understanding marketing’s philosophy debates. The seven are the publication of the “little green book” by Grid, Inc. in 1976; the philosophy of science panel discussion held at the Winter American Marketing Association Educators’ Conference in 1982; the special issue of the Journal of Marketing on marketing theory in 1983; three articles on the “critical relativist perspective” by the Journal of Consumer Research in 1986 and 1988; the “blue book” by South-Western in 1991; a trilogy of articles on truth, positivism and objectivity in the Journal of Marketing and the Journal of Consumer Research in 1990-1993; and an article on “rethinking marketing” in the European Journal of Marketing in 1994.

Originality/value

Chronicling the key publication events enables readers to understand what the debates were about and provides readers a starting point for further investigating the issues in the debates.

Details

Journal of Historical Research in Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 3 June 2014

Herbert Jack Rotfeld

The purpose of this paper is to explain that theories provide an important tool for practitioners in guiding decisions by explaining and predicting consumer decision making when…

3814

Abstract

Purpose

The purpose of this paper is to explain that theories provide an important tool for practitioners in guiding decisions by explaining and predicting consumer decision making when new specific research data might be unavailable. This is true despite the problems caused by some academic journal articles’ use and abuse of theory development. The argument for this crucial role of theory in marketing practice explains reasons why many practitioners dislike academic research and related theory development, as well as points out where practitioners’ criticisms are valid.

Design/methodology/approach

Delineation of problems in journal articles and some research notes the overall value of work for marketing practice and (indirectly) points out the important value of practitioner-focused research publications.

Findings

While marketing practitioners are wrong to condemn all theory development as useless, too often in too many ways, researchers and journals deserve it. Yet, despite the problems, marketing practice needs marketing theory.

Originality/value

This paper points out an ongoing common myopia of marketing practice, whereby practitioners miss out on the value of theory development.

Details

Journal of Consumer Marketing, vol. 31 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 March 2005

Evert Gummesson

To discuss and analyse three themes in qualitative research in marketing which are objects of both frustration and confusion: analysis and interpretation; theory generation; and a…

21917

Abstract

Purpose

To discuss and analyse three themes in qualitative research in marketing which are objects of both frustration and confusion: analysis and interpretation; theory generation; and a quest for scientific pluralism and individual researcher lifestyles.

Design/methodology/approach

Underpinning the discussion is that complexity, ambiguity, fuzziness, chaos, change, uncertainty and unpredictability are characteristics of a market economy; that qualitative and subjective interpretation is necessary to add the spark of life to marketing data; and that general marketing theory needs more attention from researchers.

Practical implications

The proper use of methodology and the generation of better marketing theory will make it easier for practitioners to reach the right decisions.

Findings

Quantitative and qualitative research processes are not by nature antagonistic, although their advocates may be; quantitative methodology carries qualitative “bugs”, necessary for its sustenance.

Originality/value

The article ends with a recommendation that every researcher in marketing should design his or her individual research approach, one that suits the personality of the researcher. As an example, the author presents his own current methodology‐in‐use, interactive research.

Details

European Journal of Marketing, vol. 39 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 June 1985

The librarian and researcher have to be able to uncover specific articles in their areas of interest. This Bibliography is designed to help. Volume IV, like Volume III, contains…

12666

Abstract

The librarian and researcher have to be able to uncover specific articles in their areas of interest. This Bibliography is designed to help. Volume IV, like Volume III, contains features to help the reader to retrieve relevant literature from MCB University Press' considerable output. Each entry within has been indexed according to author(s) and the Fifth Edition of the SCIMP/SCAMP Thesaurus. The latter thus provides a full subject index to facilitate rapid retrieval. Each article or book is assigned its own unique number and this is used in both the subject and author index. This Volume indexes 29 journals indicating the depth, coverage and expansion of MCB's portfolio.

Details

Management Decision, vol. 23 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 3 May 2021

Mansour Abedian, Atefeh Amindoust, Reza Maddahi and Javid Jouzdani

Adopting efficient marketing strategies is a challenging task in a competitive market place involving complex marketing planning, techniques and mechanisms to identify the best…

4795

Abstract

Purpose

Adopting efficient marketing strategies is a challenging task in a competitive market place involving complex marketing planning, techniques and mechanisms to identify the best course of action under these circumstances and finding optimal solutions or stable outcomes. Decisions and strategies of competitors in the market influence the selection of the appropriate marketing strategy. The main purpose of this paper is to develop a mathematical methodology based on the game theory approach for planning optimal marketing-mix strategies in dynamic competitive markets, taking into account strategic foresight and interaction effects.

Design/methodology/approach

The game theory approach, as a decision-making tool in conflict situations, is suggested for planning and adopting optimal marketing strategy. The main intellectual attraction of the game theory is essentially a question of how to act in gaming situations against highly rational opponents A kind of static, finite and non-cooperative game analytics approach has been developed for this issue, and the proposed model has been implemented to design optimal marketing strategies for two top brands of the automotive parts market in Iran.

Findings

The findings of this study show that the optimal marketing-mix strategy for brand A is pricing and for brand B is the product strategy.

Practical implications

Game theory and the Nash equilibrium model can provide a practical approach to find and adopt the right strategy, know competitors' movements and strategies and get more profit.

Originality/value

The integration of the game theory approach into the marketing mix framework has been adopted as a generalized model for marketing strategy planning and analysis as well as to resolve some shortcomings of the marketing mix framework. The Nash equilibrium model has been used to analyze the results. The incorporation of game theory into marketing models has the potential to enrich the scope of marketing modeling.

Details

Journal of Advances in Management Research, vol. 19 no. 1
Type: Research Article
ISSN: 0972-7981

Keywords

Article
Publication date: 5 October 2015

Terry Smith, Tom Williams, Sid Lowe, Michel Rod and Ki-Soon Hwang

The purpose of this paper is to explore the dynamics of marketing practice and theory in arguing that much of the dislocation between strategy and practice is due to the…

1417

Abstract

Purpose

The purpose of this paper is to explore the dynamics of marketing practice and theory in arguing that much of the dislocation between strategy and practice is due to the inheritance and internalisation of often impractical but persistently dominant, tacit Cartesian assumptions.

Design/methodology/approach

This paper uses case methodology to examine the marketing theory into practice/marketing practice into theory conundrum and explores: their separation (marketing theory and marketing practice); their flows (context to text to context: theory into practice/practice into theory); their symbiosis (the praxis of marketing); and the dynamic and static (in situ/in aspic) nature of their duality. This work is an exploratory empirical study undertaken in what is a very under-researched area.

Findings

In this paper, marketing theory and marketing practice are recognised as occupying different epistemes. The lifeworld of marketing theorising appears as characterised by a relatively homogenous and mostly cognitive world dominated by rationality and empirical rigour. By contrast, the embodied practitioner inhabits a more highly segmented, fragmented, heterogeneous and frequently improvised landscape.

Practical implications

The authors propose that the all-consuming clamour for reliance and relevance of theory to practice dictates that the form, function and philosophy of marketing must be co-created in the practical pragmatism of praxis. Praxis is practice informed by theory and theory informed by practice, a cyclical process of experiential, contextual learning.

Originality/value

The paper appears to be the first to bring together Cartesian thought and the practice-theory divide in B2B marketing theory.

Details

Marketing Intelligence & Planning, vol. 33 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

1 – 10 of over 182000