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1 – 10 of over 1000Suraksha Gupta and Len Tiu Wright
The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a…
Abstract
Purpose
The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements.
Design/methodology/approach
It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India.
Findings
Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks.
Practical implications
The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers.
Social implications
This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship.
Originality/value
This study offers new insights into the temporal aspects of branding for business-to-business markets.
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Emmanuel D. Adamides, George Papachristos and Nikolaos Pomonis
The purpose of this paper is to show how a critical realist paradigmatic stance and its associated research methodology can contribute to supply‐chain research by providing…
Abstract
Purpose
The purpose of this paper is to show how a critical realist paradigmatic stance and its associated research methodology can contribute to supply‐chain research by providing explanations for specific supply‐chain‐ and logistics‐related dynamic phenomena.
Design/methodology/approach
Initially, the case for a critical realist research paradigm is made, and then a retroductive pluralistic research methodology is used for demonstrating its application. Starting from an observation in the distribution part of a seasonal goods supply chain, ethnographic‐like field research suggested deeper social structures as being responsible for the events observed. The operation of event‐generating mechanisms related to these structures was matched to existing behavioural theories using dynamic modelling and simulation.
Findings
The adoption of the critical realist perspective and its pluralistic research methodology can bring into surface the root causes of, and explain, complex supply chain phenomena. In the particular case presented, it provided an explanation for the inventories observed in a supply chain of perishable seasonal goods as results of two underlying interacting mechanisms: one related to the promotions bias of the manufacturer, and one related to the risk management attitude of resellers.
Research limitations/implications
As far as underpinning philosophy and research methodology are concerned, the research presented is globally significant and valid. Nevertheless, any supply‐chain management policies derived in the demonstrative case as results of the explanation may be significant only to specific industries and geo‐historical contexts.
Practical implications
Results obtained by employing the critical realist perspective may be used in managers' education for developing intellectual frameworks to better understand the causes of complex supply chain phenomena. Of the same importance to practitioners is the methodology and inference process used for explaining real abnormal situations and intervening accordingly.
Originality/value
The paper shows how a critical realist perspective and its associated methodology can be used for extracting/researching deeper mechanisms responsible for observed behaviours in supply chains. Such an approach is in the opposite direction with respect to the hypothetico‐deductive approaches that dominate supply chain research. The paper demonstrates the adoption of the critical realist perspective in supply chain research using a real case.
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This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the…
Abstract
This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the increasing influence of resellers within channels of distribution. Much of the branding research emphasizes a customer-brand knowledge perspective; however, emerging perspectives suggest that brands are also relevant to other stakeholders including resellers. In contrast, channels research recognizes the manufacturer sources of market power, but does not consider the impact of manufacturer “push and pull” strategies within channels. Existing theoretical frameworks, therefore, do not address the reseller perspective of the brand. As a result, the research approach is a multi-method design, consisting of two phases. The first phase involves in-depth interviews, allowing the development of a conceptual framework. In the second phase, a survey of supermarket buyers on brands in several product categories tests this framework. Structural equation modeling analyzes the survey responses and tests the hypotheses. The structural model shows very good fit to the data with good construct validity, reliability, and stability. The findings show that manufacturer support, brand equity, and customer demand reflect the manufacturer brand benefits to resellers. A key contribution of this research is the development of a validated scale on manufacturer brand benefits from the point of view of a reseller. This research shows that the resources that relate to the brand, not just the brand name itself, create value for resellers in channel relationships.
Mark S. Glynn, Judy Motion and Roderick J. Brodie
The aim of the paper is to develop a conceptual framework that explores the sources of manufacturer brand benefits for resellers.
Abstract
Purpose
The aim of the paper is to develop a conceptual framework that explores the sources of manufacturer brand benefits for resellers.
Design/methodology/approach
The paper reports a qualitative investigation where packaged goods resellers were interviewed about the benefits of manufacturer brands for their businesses. The qualitative data is analysed to develop several research propositions about the role of brands in reseller B2B relationships.
Findings
A conceptual framework is developed that shows that manufacturers' brands provide financial, customer and managerial benefits for resellers. These benefits have an impact on reseller relationship outcomes with the manufacturer's brand, which include satisfaction, dependence, cooperation, commitment and trust.
Practical implications
The conceptual framework provides a model that manufacturers of both major and minor brands can use to understand and manage these brand benefits in order to enhance the relationship outcomes with resellers.
Originality/value
The paper responds to a need for empirical research to understand the role that brands play in channel relationships. It presents a conceptual framework that links manufacturer brand benefits to reseller relationship outcomes. The framework also includes major and minor brands as moderating variables and thus provides a basis for further quantitative research.
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The purpose of this paper is to explore how brand managers can motivate resellers who are not directly associated with the brand and know the brand through a local or a national…
Abstract
Purpose
The purpose of this paper is to explore how brand managers can motivate resellers who are not directly associated with the brand and know the brand through a local or a national level distributor. Findings of this study provide insights into factors that can lead a brand manager motivate resellers through a reseller motivation pyramid.
Design/methodology/approach
Using qualitative data collected from brand managers, different themes of reseller motivations were evaluated.
Findings
An overlap between organizational goals, resource-related needs and capabilities of resellers are indicative of modification required in reseller management strategy to keep resellers motivated.
Research limitations/implications
This research suffers from lack of quantitative data that could enable the researcher to establish the linkages discussed.
Originality/value
This research extends current understanding about intrinsic motivations of resellers to promote a brand in competitive markets.
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Jun Kang, Anthony K. Asare, Thomas Brashear-Alejandro, Elad Granot and Ping Li
This meta-analysis aims to explore the true effect sizes of major channel performance drivers from different theoretical perspectives and how these true effects are organized in a…
Abstract
Purpose
This meta-analysis aims to explore the true effect sizes of major channel performance drivers from different theoretical perspectives and how these true effects are organized in a theoretically integrated structural analysis to predict performance.
Design/methodology/approach
First, it offers a quantitative summary on the drivers of channel performance through pairwise correlation analysis. Second, it tests an integrative framework of various performance drivers based on the relational view by using structural equation modeling. Last, it examines the potential moderation on the effects of performance drivers.
Findings
The synthesized effects of various channel performance drivers confirm the effectiveness of underlying theoretical perspectives of channel performance. The relational view is effective to identify immediate interorganizational drivers of channel performance. The contexts and methods of performance assessment have an impact on the appraisal of performance drivers.
Research limitations/implications
The performance drivers included in this meta-analysis are constrained to variables that exist in empirical channels literature and have sufficient primary data for analysis. Moderation tests are constrained by the report of research contexts and methods in original studies. Future research should broaden the theoretical perspectives on channel performance.
Practical implications
First, leveraging key routines and processes embedded in marketing channel relationships is critical to improve channel performance. Second, more targeted effort to manage channels in different markets may improve the efficiency of channel performance enhancement. Last, a comprehensive performance assessment process is necessary to avoid biased estimation of performance drivers.
Originality/value
This meta-analysis provides a systematic review of factors influencing marketing channel performance by synthesizing and correcting the effect sizes of performance drivers from different theoretical perspectives. It further develops and tests an integrative model of four immediate interorganizational drivers of channel performance.
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Advances in interactive communication will dramatically alter the structure of distribution. Will end users' direct access to on‐line product and purchasing data eliminate the…
Abstract
Advances in interactive communication will dramatically alter the structure of distribution. Will end users' direct access to on‐line product and purchasing data eliminate the need for many specialty resellers? Will large distributors become more like public warehouses? What is the long‐term potential of “electronic commerce”?
Benoit Leleux, Charlotte Whitmore, Natalia Ligai and Theofanis Manolikas
The case provides a great illustration of women leadership in crisis times. A failed merger forced a deep review of the firm strategy and a realization that the legacy leadership…
Abstract
Study level/applicability
The case provides a great illustration of women leadership in crisis times. A failed merger forced a deep review of the firm strategy and a realization that the legacy leadership arrangement was not optimal anymore. The hustand-and-wife team ended up swapping executive positions, with Charlotte resolutely taking on the CEO position.
Subject area
The case is designed as an integrative case looking simultaneously at key subjects such as leadership, entrepreneurship and management of a fast growing service firm, strategy as applied to IT consulting and finally gender studies, with the possibility to discuss the impact of gender roles.
Case overview
The case investigates Charlotte's efforts at building an original Search Engine Optimization firm in Seattle, progressively taking control from her husband to save the firm from bad strategic decisions.
Expected learning outcomes
The case is written to convey the emotional rollercoaster lived by Charlotte and key decisions she had to make as the leader of this fast growing data analytics firm. Learning outcomes focus on what is expected of a leader in such situation, in particular a female leader in a male-dominated technology environment.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Social Implications
Consulting in general, and data analytics consulting in particular, are male-dominated worlds where a female leader faces many obstacles to realize their potential. Charlotte provides a masterful example of how to contribute to and lead a fast-growing firm and manage the family and the relationship to a partner who also happens to be the co-founder of the firm.
Subject code
CSS 3: Entrepreneurship
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Gerrio Barbosa, Daniel Sousa, Cássio da Nóbrega Besarria, Robson Lima and Diego Pitta de Jesus
The aim of this study was to determine if there are asymmetries in the pass-through of West Texas Intermediate (WTI) crude oil prices to its derivatives (diesel and gasoline) in…
Abstract
Purpose
The aim of this study was to determine if there are asymmetries in the pass-through of West Texas Intermediate (WTI) crude oil prices to its derivatives (diesel and gasoline) in the Brazilian market.
Design/methodology/approach
Initially, the future WTI oil price series was analyzed using the self-exciting threshold autoregressive (SETAR) and logistic smooth transition autoregressive (LSTAR) non-linear models. Subsequently, the threshold autoregressive error-correction model (TAR-ECM) and Markov-switching model were used.
Findings
The findings indicated high prices throughout 2008 due to the subprime crisis. The findings indicated high prices throughout 2008 due to the subprime crisis. The results indicated that there is long-term pass-through of oil prices in both methods, suggesting an equilibrium adjustment in the prices of diesel and gasoline in the analyzed period. Regarding the short term, the variations in contemporary crude oil prices have positive effects on the variations in fuel prices. Lastly, this behavior can partly be explained by the internal price management structure adopted during almost all of the analyzed period.
Originality/value
This paper contributes to the literature at some points. The first contribution is the modeling of the oil price series through non-linear models, further enriching the literature on the recent behavior of this time series. The second is the simultaneous use of the TAR-ECM and Markov-switching model to capture possible short- and long-term asymmetries in the pass-through of prices, as few studies have applied these methods to the future price of oil. The third and main contribution is the investigation of whether there are asymmetries in the transfer of oil prices to the price of derivatives in Brazil. So far, no work has investigated this issue, which is very relevant to the country.
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The purpose of this study is to examine tolerance of channel partners’ opportunistic behaviors as a viable governance mechanism and to test contingent transaction benefit and cost…
Abstract
Purpose
The purpose of this study is to examine tolerance of channel partners’ opportunistic behaviors as a viable governance mechanism and to test contingent transaction benefit and cost factors to determine tolerance of opportunistic behaviors.
Design/methodology/approach
Through the theoretical lenses of governance value analysis and transaction cost economics, this study theorizes that a supplier’s tolerance of its reseller’s opportunistic behaviors should depend on transaction benefit factors (e.g. new product creativity and marketing program creativity) and transaction cost factors (e.g. performance ambiguity and opportunity cost). The author empirically tests the moderation model using data from a large-scale survey of 141 mobile phone suppliers in South Korea.
Findings
The empirical results largely support the predictions on the moderating effects. For transaction benefit factors, marketing program creativity increases the supplier’s tolerance, while new product creativity does not increase the supplier’s tolerance. For transaction cost factors, the supplier’s concerns about opportunity cost increase the level of tolerance, while performance ambiguity of a business partner decreases the tolerance level.
Research limitations/implications
Theorizing opportunistic behaviors as a policy variable subject to benefit-cost assessment rather than an assumption provides new insights to interfirm governance research.
Originality/value
To the best of the author’s knowledge, this study is the first kind to consider transaction benefit and cost factors together in a single contingency framework in tolerance research. Also, this research provides a new perspective on a microlevel marketing factor (i.e. creativity) as an influential factor in governance mechanisms.
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