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Business marketers need strategic frameworks to assess the value ofa portfolio of buyer‐seller relationships and to decide how they shouldbe managed. By drawing on…
Business marketers need strategic frameworks to assess the value of a portfolio of buyer‐seller relationships and to decide how they should be managed. By drawing on insights from the political economy, resource dependence, relational contracting and transaction cost perspectives, previous work on portfolios of trading relationships is extended and updated and avenues for future research are suggested.
Many business‐to‐business buyers are building closer relationshipswith fewer sellers. When faced with the choice of which sellers topartner with, buyers often develop such…
Many business‐to‐business buyers are building closer relationships with fewer sellers. When faced with the choice of which sellers to partner with, buyers often develop such close relationships with sellers who have made transaction‐specific investments (TSIs). TSIs are assets (both tangible and intangible) that have very little value outside a particular relationship. Sellers thinking of making these TSIs need to be able to assess the buyer′s probable response to such investments to help determine whether such investments would be advisable for the seller. Develops and tests a model of buyer‐seller relationships to assess the impact of a TSI on buyer′s perceptions of the benefits to the seller′s TSI. Using previous literature and managerial evidence, the model hypothesizes two paths within the TSI Benefits Model which represent the benefits that the buyer perceives to be outcomes of the TSI. Identifying the one benefit path that the buyer values more will allow the seller to stress those corresponding benefits that lead to the development of a closer relationship with the buyer.
Corporate level examination of international logistics problems in formal fashion is a relatively recent occurrence at General Motors. International Logistics Operations…
Corporate level examination of international logistics problems in formal fashion is a relatively recent occurrence at General Motors. International Logistics Operations (ILO) was created in June, 1977, and was made a part of Procurement, Production Control and Logistics Staff. The Director of International Logistics Operations reports to the Executive Director of Logistics and is charged with responsibility for the coordination of all international transportation activities.
Somewhere along the line marketers got off track, especially at the academic level. At its core, the discipline is one of persuasion and influence. Yet the concept of power is conspicuously absent from most works on the nature of the marketing effort. That's a hit like trying to teach skydiving by ignoring gravity. Sometimes the results are also similar, in dealing with policy and strategy. The author provides a brief history of the demise of the power concept in marketing and offers a contextual argument for its inclusion as a central tenet of the discipline's conceptual core.
Business to business (B2B) professional services depend on inter-firm cooperation for the co-creation of value. Such cooperation rarely happens overnight; it requires time…
Business to business (B2B) professional services depend on inter-firm cooperation for the co-creation of value. Such cooperation rarely happens overnight; it requires time for the relationship to develop. The purpose of this research is to investigate how different performance attributes of a professional service differ with the tenure of the relationship.
This exploratory study utilizes seven years of longitudinal customer data provided by a B2B professional service firm. The firm's customers assess satisfaction, value, loyalty, performance quality and their image of the firm after each project.
Data were classified into three tenure related groups – i.e. transactional, emergent and mature relationships. MANOVA and post hoc contrasts of the average attribute scores of the three groups were conducted. The data support the conclusion that high performance in professional services is evident in mature relationships.
Data come from company archives and reflect the firm's efforts for tactical management of client relationships, not independent informant reports from randomly selected accounts.
Satisfaction surveys can be employed tactically by professional service providers to develop stronger relationships with their clients en route to co-creating extraordinary value from high levels of service quality and the client's high regard for the provider's professional qualities, such as expertise, customer focus and initiative.
To the authors' knowledge, no one has shown empirically the dramatic performance advantage stemming from relationships. This is important because theory suggests that customer relationships hold strategic value. Because they are immobile and inimitable, they represent a potential sustainable competitive advantage. However, relationships take time to develop. This begs the question of whether they are worth the time and effort to develop. In the professional service context, where buyer and seller seemingly must collaborate to co-create value, mature relationships indeed yield higher performance, compared to transactional and emerging relationships.
Recently, a few major US firms such as General Motors and Dow Corning have begun to plan international physical distribution strategy on an integrated basis. However, many…
Recently, a few major US firms such as General Motors and Dow Corning have begun to plan international physical distribution strategy on an integrated basis. However, many firms still plan international physical distribution strategy on a more fractionalised basis using several independent functional department and/or country plans. This is reflective of the polycentric orientation that has predominated in international marketing strategy. These non‐integrative approaches to strategy planning can result in ineffective and inefficient international physical distribution for several reasons.
My goal is to describe my life in marketing over more than 36 years and to help readers better understand (from my personal perspective) the history of marketing. I also aim to lift the curtain on some aspects of service within the marketing community.
This paper is an autobiographical sketch. It describes some key moments in my career, as well as describing how my most cited articles came to be written. It emphasizes the contextual factors at work in different periods, so readers can better understand how and why my research evolved in certain ways. I aim to convey the nature and variety of career experiences that were (and are) open to marketing academics. I discuss my experiences at the Journal of Marketing and the Marketing Science Institute.
Marketing changed rapidly between 1974 and 2017. Although change can be uncomfortable, I urge marketers to seek exposure to new ideas and practices; they are essential to learning and growth. Unexpected opportunities will come along and an alert individual can learn much from them. My time in industry was a learning experience for me. There are many kinds of interesting and successful careers.
The marketing field advances, not by the work of a single individual, but from the accumulated work of the entire marketing community. Everyone has a role to play. I encourage each individual to look for ways to contribute. I offer thoughts on how to build a research career based on my own experience.
My thoughts may shed some light on the experiences of a woman academic and the globalization of marketing academia between 1974 and 2017.
My hope is that this paper contributes to a better understanding of the history of marketing, when it is considered together with other articles on this topic. It may also be useful to people who are embarking upon a career, as well as those seeking to understand the work of earlier marketing scholars.
Past efforts to model freight transport‐choice decision making as abehavioural process have resulted in the development of models which maynot reflect the actual steps…
Past efforts to model freight transport‐choice decision making as a behavioural process have resulted in the development of models which may not reflect the actual steps, activities, decision rules, and interactions in the typical freight transport‐choice decision process in the detail needed for various applications. Script‐theoretic research, which is based on the modelling of sequential activities, is proposed as an alternative approach for the study of this process. The methodology for empirical investigations and practical applications of script‐theoretic research is discussed.
The term deregulation, in reference to the (US) Motor Carrier Act 1980, has been used to represent significant reductions in government economic restrictions and…
The term deregulation, in reference to the (US) Motor Carrier Act 1980, has been used to represent significant reductions in government economic restrictions and government agency involvement in the operations of the transportation industry. Although the Act was a giant step toward regulatory reform, a good deal of statutory regulation did initially remain in place. For the purposes of this article, the term deregulation will be used with the understanding that the deregulated industry is not completely without regulation.