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1 – 10 of over 4000Naresh 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 mediating…
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.
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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…
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.
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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 to…
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.
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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.
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– 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.
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Remya Lathabhavan and Revathy Lathabhavan
The adverse environmental impacts of menstrual products are a significant concern because of their widespread use and non-biodegradability. With various global and regional…
Abstract
Purpose
The adverse environmental impacts of menstrual products are a significant concern because of their widespread use and non-biodegradability. With various global and regional initiatives on sustainability, there is now greater public awareness about environmental protection. This heightened awareness has resulted in the exploration of alternative methods to reduce waste, such as the development and use of sustainable menstrual products. This study aims to examine the factors that influence Indian women’s purchasing intention in relation to sustainable menstrual products. The study uses the Stimulus–Organism–Behavior–Consequence (SOBC) theory as the appropriate grounded theory to explain these determinants.
Design/methodology/approach
Cross-sectional data were collected from 720 women who have been using sustainable menstrual products. For analysing the model, the study performed structural equation modelling using AMOS.
Findings
The study’s results indicated that health consciousness, sustainability knowledge and environmental responsibility are positively associated with self-identity and mindfulness. Additionally, the study found that organism states have a positive impact on the purchase intention of sustainable menstrual products. Furthermore, there was a significant relationship observed between purchase intention and mindful consumption. The study also discovered significant positive relationships between satisfaction and key associations.
Originality/value
This study may be considered pioneering, as it establishes a connection between the usage of sustainable menstrual products and concepts such as mindfulness and mindful consumption.
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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…
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.
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– 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.
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