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Book part
Publication date: 16 April 2012

Mark S. Glynn

This chapter examines the empirical evidence about business-to-business (B2B) brands and offers implications for value creation. Brand marketing texts typically emphasize the…

Abstract

This chapter examines the empirical evidence about business-to-business (B2B) brands and offers implications for value creation. Brand marketing texts typically emphasize the competitive advantage of strong brands but often assume a consumer branding (B2C) perspective. However some of the world's most valuable brands are predominantly B2B in nature, and the question arises regarding the importance of branding in B2B marketing. This chapter examines the following question. How do B2B brands create and deliver value for firms in interorganizational transactions? The chapter begins by examining the relevance of current theoretical frameworks of branding in the B2B context and the stages of the brand value chain. Next, the chapter considers extant research showing the impact of B2B branding at the various stages of the brand value chain. The chapter also suggests areas for future research in B2B branding and concludes with a reader case study.

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Business-to-Business Marketing Management: Strategies, Cases, and Solutions
Type: Book
ISBN: 978-1-78052-576-1

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Panel Data Econometrics Theoretical Contributions and Empirical Applications
Type: Book
ISBN: 978-1-84950-836-0

Book part
Publication date: 7 October 2015

Azizah Ahmad

The strategic management literature emphasizes the concept of business intelligence (BI) as an essential competitive tool. Yet the sustainability of the firms’ competitive…

Abstract

The strategic management literature emphasizes the concept of business intelligence (BI) as an essential competitive tool. Yet the sustainability of the firms’ competitive advantage provided by BI capability is not well researched. To fill this gap, this study attempts to develop a model for successful BI deployment and empirically examines the association between BI deployment and sustainable competitive advantage. Taking the telecommunications industry in Malaysia as a case example, the research particularly focuses on the influencing perceptions held by telecommunications decision makers and executives on factors that impact successful BI deployment. The research further investigates the relationship between successful BI deployment and sustainable competitive advantage of the telecommunications organizations. Another important aim of this study is to determine the effect of moderating factors such as organization culture, business strategy, and use of BI tools on BI deployment and the sustainability of firm’s competitive advantage.

This research uses combination of resource-based theory and diffusion of innovation (DOI) theory to examine BI success and its relationship with firm’s sustainability. The research adopts the positivist paradigm and a two-phase sequential mixed method consisting of qualitative and quantitative approaches are employed. A tentative research model is developed first based on extensive literature review. The chapter presents a qualitative field study to fine tune the initial research model. Findings from the qualitative method are also used to develop measures and instruments for the next phase of quantitative method. The study includes a survey study with sample of business analysts and decision makers in telecommunications firms and is analyzed by partial least square-based structural equation modeling.

The findings reveal that some internal resources of the organizations such as BI governance and the perceptions of BI’s characteristics influence the successful deployment of BI. Organizations that practice good BI governance with strong moral and financial support from upper management have an opportunity to realize the dream of having successful BI initiatives in place. The scope of BI governance includes providing sufficient support and commitment in BI funding and implementation, laying out proper BI infrastructure and staffing and establishing a corporate-wide policy and procedures regarding BI. The perceptions about the characteristics of BI such as its relative advantage, complexity, compatibility, and observability are also significant in ensuring BI success. The most important results of this study indicated that with BI successfully deployed, executives would use the knowledge provided for their necessary actions in sustaining the organizations’ competitive advantage in terms of economics, social, and environmental issues.

This study contributes significantly to the existing literature that will assist future BI researchers especially in achieving sustainable competitive advantage. In particular, the model will help practitioners to consider the resources that they are likely to consider when deploying BI. Finally, the applications of this study can be extended through further adaptation in other industries and various geographic contexts.

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Sustaining Competitive Advantage Via Business Intelligence, Knowledge Management, and System Dynamics
Type: Book
ISBN: 978-1-78441-764-2

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Book part
Publication date: 20 October 2017

Gary M. Fleischman, Eric N. Johnson and Kenton B. Walker

Purpose: We examined whether the five-service quality dimensions described by SERVQUAL (SQ) and SERVPERF (SP) are consistent with perceived dimensions of management accounting…

Abstract

Purpose: We examined whether the five-service quality dimensions described by SERVQUAL (SQ) and SERVPERF (SP) are consistent with perceived dimensions of management accounting (MA) service quality and we compared responses from users and providers.

Design/methodology/approach: We surveyed experienced providers and users of MA services to learn their perceptions and expectations of accounting service quality using SQ/SP adapted to an MA context. We used principal components analysis (PCA) to investigate service quality dimensions.

Findings: Participant responses identified three dimensions of MA service quality. There was a high degree of correspondence in dimensions of service quality between users and providers, but with notable differences in service priorities. A performance-only (SP) approach seems to provide a better measure of overall service quality than performance minus expectations (SQ).

Research limitations/implications: Participants self-selected to participate. Respondents were not matched by organization. The SQ/SP instrument may not capture important organization specific attributes. Our approach may serve as a guide for future studies of accounting service quality.

Practical implications: SP may be more useful to managers who wish to evaluate overall service quality. SQ may be more useful to identify specific gaps between user perceptions and expectations. SQ/SP assessments may help to improve the quality of MA service delivery and provider-user communications.

Originality/value: This is the first empirical study to our knowledge that reports on MA service quality dimensions using both the SQ and SP instruments. This study investigated perceptions and expectations of MA service users and providers. Our sample is a cross-section of experienced professionals.

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Advances in Management Accounting
Type: Book
ISBN: 978-1-78743-297-0

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Content available
Book part
Publication date: 30 July 2018

Abstract

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Tourism Destination Quality
Type: Book
ISBN: 978-1-83909-558-0

Book part
Publication date: 20 January 2011

Dennis A. Pitta and Darlene B. Smith

This chapter presents the results of two empirical studies aimed at assessing the nature of two hallmarks of marketing development: market orientation and the ability to deliver…

Abstract

This chapter presents the results of two empirical studies aimed at assessing the nature of two hallmarks of marketing development: market orientation and the ability to deliver service quality. Both studies used Chinese managers as subjects. The first investigated the nature and scope of marketing orientation the managers perceive in their firms and found that Chinese managers recognize the importance of market orientation and its relation to firm success and performance. The findings demonstrate a well-developed sense of market orientation.

The second study assessed managers' perceptions of their ability to deliver service quality using the SERVQUAL model. Managers in the sample perceive that reliability is the most important dimension for customers, followed by responsiveness and assurance. Formal standards exist for these dimensions and managers are quite optimistic about the ability of their firms to meet these performance standards. The original antecedents presented in the SERVQUAL model do not precisely fit the Chinese market. The factor analysis showed a strong orientation toward operating systems and processes.

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International Marketing
Type: Book
ISBN: 978-0-85724-448-2

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Managing Urban Mobility Systems
Type: Book
ISBN: 978-0-85-724611-0

Book part
Publication date: 1 July 2014

Gerald R. Ferris, John N. Harris, Zachary A. Russell, B. Parker Ellen, Arthur D. Martinez and F. Randy Blass

Scholarship on reputation in and of organizations has been going on for decades, and it always has separated along level of analysis issues, whereby the separate literatures on…

Abstract

Scholarship on reputation in and of organizations has been going on for decades, and it always has separated along level of analysis issues, whereby the separate literatures on individual, group/team/unit, and organization reputation fail to acknowledge each other. This sends the implicit message that reputation is a fundamentally different phenomenon at the three different levels of analysis. We tested the validity of this implicit assumption by conducting a multilevel review of the reputation literature, and drawing conclusions about the “level-specific” or “level-generic” nature of the reputation construct. The review results permitted the conclusion that reputation phenomena are essentially the same at all levels of analysis. Based on this, we frame a future agenda for theory and research on reputation.

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Research in Personnel and Human Resources Management
Type: Book
ISBN: 978-1-78350-824-2

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Book part
Publication date: 2 May 2006

Larry Nash White

There have been many challenges and uncertainties in determining the future direction(s) for performance measurement (PM) in Florida public libraries over the years. Social…

Abstract

There have been many challenges and uncertainties in determining the future direction(s) for performance measurement (PM) in Florida public libraries over the years. Social pressures for establishing increased accountability and community needs combined with the library administrators need to respond to these pressures served as the catalysts for the need to evolve PM processes in Florida public libraries.

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Advances in Library Administration and Organization
Type: Book
ISBN: 978-1-84950-403-4

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