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Article

Naresh K. Malhotra, Olivia F. Lee and Can Uslay

The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the…

Abstract

Purpose

The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating role of mindful marketing between market orientation and quality orientation, and their linkages to two emerging key outcomes: mindful consumption and value co‐creation.

Design/methodology/approach

Based on extant orientation and organizational mindfulness research, a conceptual framework is presented to characterize the nomological network among market and quality orientations, mindful marketing, mindful consumption and value co‐creation. In total, 14 propositions are extracted.

Findings

The paper proposes that the synergistic interaction of market and quality orientation has a direct influence on mindful marketing, which in turn influences two outcomes: mindful consumption and value co‐creation. The dual moderating role of market structure is also incorporated among the findings.

Practical implications

The proposed framework demonstrates how managers can emphasize market and/or quality orientation in order to develop an optimal mindful marketing strategy that would take the stakeholders' intrinsic benefits into account. It is suggested that this approach will lead to mindful consumption and increase the opportunities for value co‐creation among the stakeholders, which will ultimately lead to better organizational performance.

Originality/value

The paper represents a first attempt to integrate two strategic orientations, and the concept of mindfulness. It examines the intimate relationship between market and quality orientations and how they jointly lead to the development of mindful marketing. It also explores the role of two emerging constructs in marketing: mindful consumption and value co‐creation.

Details

International Journal of Quality & Reliability Management, vol. 29 no. 6
Type: Research Article
ISSN: 0265-671X

Keywords

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Article

Can Uslay and Emine Erdogan

The purpose of this paper is to introduce and explore the tenets of the mindful entrepreneurial marketing (MEM) construct and to illustrate its mediation effect between…

Abstract

Purpose

The purpose of this paper is to introduce and explore the tenets of the mindful entrepreneurial marketing (MEM) construct and to illustrate its mediation effect between production and consumption.

Design/methodology/approach

Based on the existing mindfulness and entrepreneurial marketing research, this paper explores tenets of MEM and presents a basic taxonomy to identify mindful production and consumption practices, and opportunities for MEM initiatives.

Findings

The study proposes that the combination of mindfulness and entrepreneurial marketing approach provides an ideal match where both consumers and mindful producers can become more mindful and prosper. As a new construct, MEM has the potential to alleviate lack of consumption, to create awareness about overconsumption and, ultimately, to enhance societal welfare by increasing the efficiency of markets by enabling more effective usage of society’s resources.

Originality/value

This paper is the first study that focuses on the MEM construct. In this respect, the study contributes to mindfulness, mindful marketing, entrepreneurial marketing and the general marketing literature.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 16 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Abstract

Details

Journal of Research in Marketing and Entrepreneurship, vol. 16 no. 1
Type: Research Article
ISSN: 1471-5201

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Article

Jason M. Gordon and Tracey King Schaller

The purpose of this paper is to explore mindfulness as a cognitive construct that affects the identification and processing of information during market analysis leading…

Abstract

Purpose

The purpose of this paper is to explore mindfulness as a cognitive construct that affects the identification and processing of information during market analysis leading to opportunity evaluation.

Design/methodology/approach

This paper draws from theory on entrepreneurial cognition and introduces the concept of mindfulness in market analysis to better understand the entrepreneurial mindset at the opportunity evaluation stage of the value-creation process.

Findings

Based on a review of the literature on entrepreneurial cognition and mindfulness at the marketing/entrepreneurship interface, a detailed description of the concept of mindful market analysis is presented. In addition, propositions are developed regarding the moderating effects of mindful market analysis on the relationships between various personal and psychological factors and information processing outcomes related to opportunity evaluation.

Originality/value

Much research exists regarding idea creation, entrepreneurial action, opportunity discovery and recognition and entrepreneurial traits. Taking a different approach, this research focuses on opportunity evaluation and the role of market analysis at this stage of the entrepreneurial process. Overall, these contributions help to fulfill the call for more research on the intrapersonal cognitive processes of entrepreneurs and their role in opportunity evaluation.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 16 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

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Article

Emma Junhong Wang, Pierre R. Berthon and Nada Nasr Bechwati

This paper aims to explore the effect of employees’ state mindfulness, a short period of mindful presence, on the quality of the service they provide in a service encounter.

Abstract

Purpose

This paper aims to explore the effect of employees’ state mindfulness, a short period of mindful presence, on the quality of the service they provide in a service encounter.

Design/methodology/approach

Three studies are conducted. A pilot study explores the relationship between state mindfulness and service encounter quality. Experiment 1 examines whether a 15-min mindfulness exercise results in an increase in service employees’ state mindfulness. Experiment 2 tests whether induced state mindfulness produces higher service quality and whether a reminding technique can prolong state mindfulness between service encounters.

Findings

The results demonstrate the following. First, that more mindful employees provide better service quality. Second, that a short, easily implemented, mindfulness exercise can reliably increase employees’ state mindfulness. Third, induced mindfulness has an impact on subsequent service quality in terms of reliability, assurance, empathy and responsiveness. These effects persist regardless of the service encounter structure (high vs low structure) or the degree of emotional labor involved (high vs low emotionally charged). Finally, the reminding technique developed as part of this research suggests that state mindfulness can be maintained between service encounters.

Research limitations/implications

As simulated (programmed) customers are used, independent evaluators to assess service quality are used. Service providers in this study are college students; future field studies should consider a wider range of service providers. The research focuses on state mindfulness; exploration of trait mindfulness offers future research opportunities.

Originality/value

To the best of the authors’ knowledge, this research is the first to empirically examine the link between mindfulness and service quality. It shows that mindfulness can be induced, and through a reminding technique be maintained, and improve service quality across service interactions. This is a powerful finding for marketing managers, for it offers a new method to enhance service provision. Moreover, this research implies that the increase in service quality is likely to be accompanied by reduced job burnout: a double win for employees, employers and customers.

Details

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

Keywords

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Article

Tao Zhu

– The purpose of this paper is to propose an empirical linkage of intrafirm network characteristics to individual-level mindful marketing (MM).

Abstract

Purpose

The purpose of this paper is to propose an empirical linkage of intrafirm network characteristics to individual-level mindful marketing (MM).

Design/methodology/approach

Based on current literature in network, market orientation and MM research, this paper presents one conceptual model to capture enablers of MM execution with a network approach. The authors identified a pair of antecedent/barrier to MM execution: individual employees’ shared cross-functional tie and firm-level segmentation of the network.

Findings

The paper shows that to execute MM, employees possessing more cross-functional ties are more likely to develop higher level of MM. Meanwhile, it was also found that firm-level segmentation of intrafirm network will negatively affect employees in executing MM.

Research limitations/implications

The paper shows that to execute MM, employees possessing more cross-functional ties are more likely to develop higher level of MM. Meanwhile, it was also found that firm-level segmentation of intrafirm network will negatively affect employees in executing MM.

Practical implications

The proposed empirical linkage shows that a manager shall intervene and help employees to build cross-functional ties in advice network among themselves. Thus, firms are able to effectively maintain mindfulness of people and profit and ensure optimal execution of MM strategy. Meanwhile, they should offset possible negative effects of the advice network due to segmentation at firm level, which provides useful customer information flow throughout the firm.

Originality/value

The paper is one of the first attempts to advance and examine the role of intrafirm network in executing the concept of MM. Methodologically, this paper also explores the use of network analysis in discussion of an organizational structure that favors MM.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 16 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

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Article

Celine Capel

– This paper aims to highlight the role of mindfulness in the development of indigenous knowledge (IK), indigenous innovations and entrepreneurship or new entry.

Abstract

Purpose

This paper aims to highlight the role of mindfulness in the development of indigenous knowledge (IK), indigenous innovations and entrepreneurship or new entry.

Design/methodology/approach

Through an extensive analysis of extant mindfulness and indigenous entrepreneurship literatures, the paper argues for the facilitating role of individual mindfulness in IK, indigenous innovations and entrepreneurship and generates several propositions as a result.

Findings

The paper argues that mindfulness encourages the appreciation of other forms of knowledge and practices distinct from the more prevalent Western forms, and by so doing, promotes indigenous innovation and indigenous entrepreneurship (or indigenous new entry or new business venture).

Research limitations/implications

It is reasoned that indigenous communities around the world have rich experiences and accumulated knowledge that have enabled them develop explanations of their environments and economic development and sustainability, and by recognizing and valuing such knowledge and experiences, mindfulness facilitates innovations and entrepreneurship.

Social implications

The facilitating role of IK in developing indigenous innovations and indigenous entrepreneurship is clearly evident, at least in indigenous societies; however, researchers are yet to recognise and explore this dynamics as deserved. Mindfulness not only opens up the mindset of researchers to further explore this phenomenon but also helps society to recognise the contributions and value of IK.

Originality/value

This work is a pioneer in the effort to integrate mindfulness concept into the indigenous entrepreneurship research. By using mindfulness lens to view the relationship between IK, indigenous innovations and entrepreneurship, the study locates mindfulness as both antecedent to and moderator of these relationships.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 16 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

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Article

Nelson Oly Ndubisi

The purpose of this introductory paper is a harbinger to the collection of scholarly articles by some well‐known international scholars in quality and business fields to…

Abstract

Purpose

The purpose of this introductory paper is a harbinger to the collection of scholarly articles by some well‐known international scholars in quality and business fields to this special edition of IJQRM on mindfulness and quality in small and large firms. It also provides an analysis of existing research on mindfulness in general.

Design/methodology/approach

Through a survey of secondary data, this conceptual paper reviews the theory and extant literature on mindfulness, quality and reliability in small and large firms, and provides a picture of the application of the mindfulness theory in different disciplines, including business.

Findings

First, mindfulness enhances quality and mindlessness diminishes it. Second, mindfulness‐based approaches to quality may offer a more resilient and sustainable solution to quality and reliability issues facing organisations, compared to routine‐based approaches.

Originality/value

The paper shows how management approaches that promote human cognition of quality and reliability issues in organisations and capacity to develop multiple effective and resilient solutions can better serve businesses than the routine‐based quality and management initiatives.

Details

International Journal of Quality & Reliability Management, vol. 29 no. 6
Type: Research Article
ISSN: 0265-671X

Keywords

Abstract

Details

Journal of Research in Marketing and Entrepreneurship, vol. 14 no. 2
Type: Research Article
ISSN: 1471-5201

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Article

Alain Guiette, Paul Matthyssens and Koen Vandenbempt

The purpose of this paper is organizing mindfully for relevant process research on strategic change. This essay arises from an increasing concern that our understanding of…

Abstract

Purpose

The purpose of this paper is organizing mindfully for relevant process research on strategic change. This essay arises from an increasing concern that our understanding of strategic change is not delivering meaningful, relevant and true process wisdom that allows researchers to enrich their academic discourse and practitioners to effectively realize strategic change imposed by hostile business markets. Our goal is to challenge fundamental assumptions of our field’s dominant discourse in performing research and generating theories for strategic change under real contexts, and redirect attention to a mindful organizing perspective to understand process elements of strategic change that really matter.

Design/methodology/approach

This paper is an essay based on theoretical reasoning. We address the relevance gap in the strategic business marketing field by focusing on one specific gap: the study and understanding of strategic change. To illustrate the relevance of a mindful organizing perspective for closing this relevance gap, we focus on the processes of mindful organizing identified by Weick and Sutcliffe (2007) and argue how these organizational processes contribute to a better understanding of strategic change while implicitly assuming a complexity-based perspective on organizing. These five processes, moreover, address the identified limitations of present approaches, i.e. formative causality, pre-interpretation and independent linearity.

Findings

We suggest a “provocative change research avenue” elaborating on the role of mindful organizing to bridge the relevance gap in this area. This advances a richer and more relevant framing to elevate theorizing in the area of strategic marketing and management beyond existing avenues, which not necessarily reflects organizational life’s equivocality, interdependencies and intricacies. We, thus, call for the field of strategic marketing and management to adopt a discourse grounded in complexity-based assumptions.

Research limitations/implications

Overall, this essay highlights that closing relevance gaps in our field cannot be done with quick fix recipes. The endeavor implies a fundamental re-framing of the way we look at firms and managers. It also implies different theoretical underpinnings and more interpretive research approaches to tap the richness in real-life business settings. By focusing on one area, we have shown how such an effort might proceed.

Practical implications

Although the paper is mainly written for researchers of change processes and innovation in industrial companies, practitioners will get inspiration as several viewpoints for mindful organizing will help them in building a more realistic and viable change approach.

Originality/value

Our intended contribution is to advocate a deeper and richer process understanding of strategic change by advancing mindful organizing as an epistemological and praxeological perspective on strategic change, thereby bridging the relevance gap (Hodgkinson and Rousseau, 2009; Weick, 2001) and enriching our field’s strategic change theories. Epistemologically, mindful organizing offers a useful perspective by stressing the change process’ complexity, interdependence and emergence. Praxeologically, mindful organizing represents an adaptive organizational capability that allows organizations to develop higher awareness of their strategic change processes.

Details

Journal of Business & Industrial Marketing, vol. 29 no. 7/8
Type: Research Article
ISSN: 0885-8624

Keywords

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