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1 – 10 of over 27000
Article
Publication date: 1 January 1993

Joel R. Evans and Gregg Lombardo

Many companies are placing greater emphasis today on the marketingof their mature brands. Notes several reasons for that trend persistingwell into the future. Little has been…

1627

Abstract

Many companies are placing greater emphasis today on the marketing of their mature brands. Notes several reasons for that trend persisting well into the future. Little has been written about how companies can more methodically plan and enact marketing strategies for these brands. Addresses the marketing of mature brands by: (1) providing a guide to the key (and sometimes misunderstood) terms involved with branding decisions; (2) describing a continuum comprised of ten strategic alternatives available to firms with mature brands; and (3) presenting recommendations as to when best to apply the various strategic alternatives.

Details

Journal of Product & Brand Management, vol. 2 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 August 2008

George Haley and Stephen Goldberg

This paper aims to determine the effects of a strategy of annual price increases for mature industrial, razors/blades products. Little prior research has looked at pricing…

2239

Abstract

Purpose

This paper aims to determine the effects of a strategy of annual price increases for mature industrial, razors/blades products. Little prior research has looked at pricing strategy for mature industrial products and no prior research has looked at mature industrial products of capital goods (razors) and linked supplies (blades).

Design/methodology/approach

The authors surveyed a major industrial manufacturer's 3,000‐strong customer base to determine the price elasticity effects of annual price increases over a four‐year time span.

Findings

The authors found that though price elasticity appeared limited in the early years, it increased exponentially over the years.

Research limitations/implications

The authors used a single company's 3,000 strong customer base for in‐depth analysis of concepts, with attendant limitations. Specifically, the population of respondents, though large, represents the customer base of a single company. The findings of this exploratory study must be replicated with more diverse populations before they can be generalized.

Practical implications

The study's practical implications lie in its contribution to understanding pricing strategy in mature industrial markets. Researchers and managers frequently treat these markets as extensions of their emerging or growing product life cycle stages. However, mature product markets exhibit different product‐market characteristics.

Originality/value

The article's originality and value stems from its addressing an increasingly important issue. The lack of research covering mature industrial products' pricing strategy, coupled with the increasing number of products that fall within this life cycle, make the product category increasingly central to many companies' profitability.

Details

Management Decision, vol. 46 no. 7
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 4 April 2008

George P. Moschis and Scott B. Friend

While the mature consumer segment (55‐and‐older) is rapidly growing in size, so too are their preferences, motives and spending patterns. The health‐care product and services…

2208

Abstract

Purpose

While the mature consumer segment (55‐and‐older) is rapidly growing in size, so too are their preferences, motives and spending patterns. The health‐care product and services industry, an industry driven by age, is no exception to the need to identify and accurately target this aging consumer segment. The purpose of this paper is to report on the preferences and marketing implications of this mature consumer segment with respect to health‐care products and services.

Design/methodology/approach

The information reported in this paper comes from two large‐scale national studies. The first study gathered information on health‐care services, information sources, payment systems, attitudes toward health‐care providers, and shopping habits. The second study gathered information on selected health‐care products, mass media habits, and several types of health‐related concerns and lifestyles.

Findings

The results of these studies show major differences in the way in which consumers within the mature consumer segment respond to various health‐care marketing offerings and provide the basis for developing strategic recommendations for marketing health‐care products and services to the mature population.

Originality/value

This paper uses a segmentation model based on aging processes and life circumstances, known as “gerontographics.” This unique segmentation technique has demonstrated superiority over the past 20 years through research conducted at the Center for Mature Consumer Studies at Georgia State University.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 2 no. 1
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 1 April 1991

Paula Fitzgerald Bone

Examines the mature market, defined as consumers age 50 years orolder, and reviews 33 segmentation methods for the mature market andidentifies five key segmentation criteria…

1064

Abstract

Examines the mature market, defined as consumers age 50 years or older, and reviews 33 segmentation methods for the mature market and identifies five key segmentation criteria: discretionary income, health, activity level, discretionary time, and response to others. Integrates methods devised by other researchers and provides marketers with a step‐by‐step, actionable segmentation method based on these five criteria. Offers implications for managers.

Details

Journal of Consumer Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Book part
Publication date: 21 May 2009

Salvatore Sciascia, Fernando G. Alberti and Carlo Salvato

Adopting a knowledge-based view of the firm, this chapter explores how different contents of firm-level entrepreneurship may influence performance of SMEs in moderately dynamic…

Abstract

Adopting a knowledge-based view of the firm, this chapter explores how different contents of firm-level entrepreneurship may influence performance of SMEs in moderately dynamic industries, which represent the bulk of economic activity in several countries. More specifically, this study aims, first, at identifying what types of entrepreneurial behavior – new-market entry, new-product development, diversification – are more suitable in order to survive and prosper in industries characterized by moderate growth and dynamism. Second, the analysis aims at assessing whether knowledge sharing is to be promoted in order to successfully compete in these industries. Third, the study aims at identifying which type of knowledge – market knowledge or technology knowledge – is most needed to develop entrepreneurial behavior and performance in low-growth industrial contexts. Following a knowledge-driven approach, we propose a view on corporate renewal that may complement current streams of research focused on large firms in high-velocity settings. Emerging results contribute to advancing the literature on entrepreneurial renewal by providing both an investigation of such behaviors within an industrial setting different from the high-growth, high-technology industries in which investigations have been conducted so far, and by suggesting that rich insights may be gained by investigating entrepreneurial recombinations within smaller firms that operate in less-dynamic contexts.

Details

Entrepreneurial Strategic Content
Type: Book
ISBN: 978-1-84855-422-1

Article
Publication date: 22 July 2021

Emanuel Gomes, David W. Lehman, Ferran Vendrell-Herrero and Oscar F. Bustinza

The purpose of this study is to develop a history-based framework of servitization and deservitization.

Abstract

Purpose

The purpose of this study is to develop a history-based framework of servitization and deservitization.

Design/methodology/approach

The study draws on three history-based management theories, i.e. industry lifecycle, strategic pivoting and strategy restoration, to develop a conceptual framework of how servitization and deservitization pivots influence firm performance in different stages of the industry lifecycle. A series of examples involving configurations and reconfigurations in production illustrate the theoretical propositions.

Findings

The proposed framework predicts that servitization pivots positively influence firm performance in the ferment phase, but this effect gradually diminishes as industries advance into transition and mature phases. In contrast, the framework predicts that deservitization pivots negatively influence firm performance in the ferment phase; this effect, too, becomes negligible in the transition phase but positive in the mature phase. Moreover, the proposed framework predicts that deservitization pivoting outperforms servitization pivoting in mature servitized industries to the extent that such pivots are restorative in nature, thereby suggesting that deservitization may represent a strategic opportunity for firms in mature industries.

Originality/value

This study highlights the role of history-based management theories in enhancing our understanding of servitization and deservitization.

Details

International Journal of Operations & Production Management, vol. 41 no. 5
Type: Research Article
ISSN: 0144-3577

Keywords

Article
Publication date: 1 March 2011

Maria Holmlund, Anne Hagman and Pia Polsa

Despite mature consumers' monetary power and their growing share of many product markets, research especially on mature women's buying behaviour and attitudes is still scarce. The…

6409

Abstract

Purpose

Despite mature consumers' monetary power and their growing share of many product markets, research especially on mature women's buying behaviour and attitudes is still scarce. The purpose of this paper is to explore and analyse mature women's buying of clothes.

Design/methodology/approach

The empirical material consists of observations made in a department store and of interviews with a sample of ten Finnish women aged 50 to 63 years.

Findings

The study yielded empirically grounded elements of mature women's buying processes: the need for clothing, fashionability, clothing fit preferences, brand preferences, retailer preferences, shopping style, and price. Based on an analysis of the findings a new model of mature women's buying patterns was developed.

Research limitations/implications

Albeit limited in size, the study provides a starting point for further research on mature women as well as on buying clothes in general.

Practical implications

Based on the found preferences, the study offers useful suggestions to clothing designers, manufacturers, retailers, and marketers on how to target mature women more effectively.

Originality/value

The paper opens up a hitherto neglected research topic by presenting empirical findings and a model specifically developed based on mature women's garment buying processes.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 15 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 3 July 2009

Suzanne Altobello Nasco and Dena Hale

The purpose of this paper is to examine the information search behaviors of mature consumers (age 55 and older) for new service purchases across several contexts.

1558

Abstract

Purpose

The purpose of this paper is to examine the information search behaviors of mature consumers (age 55 and older) for new service purchases across several contexts.

Design/methodology/approach

Almost 200 mature consumers in the Midwestern USA were surveyed regarding new home, medical, or financial service purchases made within the past 12 months. Questions regarding information search, importance of different information sources, satisfaction with the service decision, and demographics were collected.

Findings

Mature consumers consulted few information sources for service decisions, irrespective of context. Service context did affect the number of service providers considered; significantly fewer providers were considered for medical and financial services than for home services. Information search was negatively related to age, but unrelated to service outcome satisfaction and responsibility for the decision.

Research limitations/implications

No comparison was made between the search behavior of older and younger consumers. Although the breadth of information search was examined, the depth of search within each type of information source was not. As a descriptive study, it was not possible to address why such little external search was conducted. A convenience sample was used.

Practical implications

Mature consumers conducted more external search for less‐involved service contexts (e.g. home services) than for those more‐involved (e.g. medical and financial services). Companies are beginning to realize the value of maintaining relationships with mature consumers; the results may suggest ways to improve those relationships with mature consumers by detailing the service decision process. Additionally, public policy interventions or education programs based on the work might help mature consumers to learn better service decision strategies.

Originality/value

A large range of ages was sampled in the study (respondents ranged from 55 to 93) and multiple responses were obtained from some participants across several service contexts, allowing for a within‐subjects design of the survey. It was then possible to explore the effect of context on the number of service providers considered and the number of external information sources consulted prior to purchase.

Details

Journal of Services Marketing, vol. 23 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 April 1992

Robert J. Bush and Steven A. Sinclair

States that while mature industries are a major part of the USeconomy, little empirical information is available on competitivestrategies appropriate in the mature environment…

2353

Abstract

States that while mature industries are a major part of the US economy, little empirical information is available on competitive strategies appropriate in the mature environment. Discusses, via a case study of the US hardwood lumber industry, the idea that cost‐based strategies based on Overall Cost Leadership are not sufficient for mature basic industries. Concludes that the results offer understanding of the strategic changes which can occur during the maturity stage of the industry life cycle and recommends possible ways of competing in this environment.

Details

Journal of Business & Industrial Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 December 2000

Susan Hart and Nikolaos Tzokas

This research examines whether the marketing mix decisions for new product launch change over the product‐market life cycle. Results raise questions about existing benchmark…

9209

Abstract

This research examines whether the marketing mix decisions for new product launch change over the product‐market life cycle. Results raise questions about existing benchmark beliefs based on normative text‐book theories. In view of new insights we suggest a number of directions for the theoretical and empirical development of the new product launch field in the marketing management discipline.

Details

Benchmarking: An International Journal, vol. 7 no. 5
Type: Research Article
ISSN: 1463-5771

Keywords

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