Search results

The purpose of this research is to examine the role of accounting numbers in one organisation's attempts to enact and calculate customer intimacy, given renewed interest in organisation‐customer relationships.

The paper utilises actor‐network theory in conducting an ethnography at a wholesale financial services firm pursuing a strategy of customer intimacy. The main empirical site was the sales and marketing department, where actors were attempting to further their knowledge of customer needs in the present and anticipate them into the future.

The paper finds heterogeneous enactments of “customer intimacy” through a “numeric calculation network” and a “sales calculation network”. The former sought to use accounting numbers to calculate how customer intimacy was enacted and impose upon a sales‐force periphery a regime of performance measurement. The latter eventually destabilised the proposed performance measures by promoting their own basis for calculating customers. These were more diverse and “implicit”, comprising talk and communication through co‐location and proximity with customers.

The paper provides a number of insights into the role of accounting as a calculative practice. The observed emergence of novel means of producing accounting numbers outside the domain of the accounting function and within the sales and marketing department has important implications for the practice and study of accounting. In addition, potential limits to the use of accounting in enabling “action at a distance” are identified through the observed contest between “hard” accounting' numbers and softer modes of calculation.

This article reviews the quantitative marketing literature on artificial intelligence (AI) through an economics lens. We apply the framework in Prediction Machines: The Simple Economics of Artificial Intelligence to systematically categorize 96 research papers on AI in marketing academia into five levels of impact, which are prediction, decision, tool, strategy, and society. For each paper, we further identify each individual component of a task, the research question, the AI model used, and the broad decision type. Overall, we find there are fewer marketing papers focusing on strategy and society, and accordingly, we discuss future research opportunities in those areas.

The purpose of this paper is to provide an historical analysis of an important early contribution to the history of marketing thought literature – the six-book series titled The Knack of Selling – which was published in 1913 and intended as an early training course for salesmanship.

This research utilized a close, systematic reading of The Knack of Selling series and places it in the professional and intellectual context of the early twentieth century. Books published about marketing are primary source materials for any study of the history of marketing thought. In this case, The Knack series constitutes significant primary source material for a study of early thinking about personal selling.

Echoing A.W. Shaw, Watson offers a more sophisticated interpretation of the “one best way” approach associated with Frederick Taylor. Watson’s advice did not entail the repetition of canned sales talks to each customer. His vision of practice was more complicated. Sales presentations were temporally and locationally relative. They were subject to ongoing evolution. As the marketplace changed, as customer needs and interests shifted, so did organizational and salesperson performances. To keep sales talks relevant to the consumer, personnel were encouraged to undertake rudimentary ethnographic research and interviews. Unusually, there is oscillation in the way power relations between marketer and customer were described. While relational themes are present, so are military metaphors.

This is the first systematic reading of The Knack of Selling that has been produced. It is an important contribution to the literature inasmuch as this book set is not in wide circulation. The material itself was significant as an input into scholarship subsequently hailed as seminal within sales management.

This study aims to examine how a manager’s learning goal orientation (LGO) influences frontline service employees’ (FSEs’) engagement in cross-selling activities. Such engagements must exist before they can achieve service–sales ambidexterity. Drawing on achievement goal theory and the meaning-making perspective, this study predicts that learning-oriented managers encourage and foster FSEs’ cross-selling behaviors by facilitating their ability to derive positive meaning from the cross-selling initiative. They do so by conveying high-quality information about the initiative and related changes to individual employees, as well as by encouraging the formation of a collective perception of open communications within the work unit.

Hierarchical (nested) data from 39 managers and 357 FSEs of a major logistic service company are used to test the hypotheses.

As predicted, a manager’s LGO relates positively to FSEs’ cross-selling activities, through sequential mediations of the hypothesized communication mechanisms and employees’ benefits-finding.

A manager’s LGO is an important antecedent of FSEs’ cross-selling behaviors. This study establishes this influence and clarifies the processes by which it occurs. This study also extends previous research by specifying the important role of employees’ meaning-making, which prompts them to adopt cross-selling, as a mediator of the multilevel communication influences that result from their managers’ LGO.

This paper aims to analyze born globals and business incubators from an empirical standpoint. Particularly, the role of business incubators in the emergence and development of born global firms is focused, thereby outlining the significance of incubator influence on rapid internationalization.

Based on extant literature on born globals, business incubators and their interrelationship that nurtures internationalization, a theoretical model is developed and empirically tested to analyze potential born globals residing in business incubators.

Due to services provided, such as infrastructure, business support and networking, business incubators create a favorable environment for rapid internationalization of their tenants. However, the initiative to go international comes from the incubatees, and the motivating role of business incubators in this process is fairly insignificant.

The incubator-incubation phenomenon is notably under-researched, with most of the literature focusing on “incubator topics.” This relationship is extremely important to understand to choose appropriate political measures and orchestrate effective management of business incubators.

To provide a concise briefing on the most topical issues and relevant implications from the top 400 management publications in the world.

This briefing is prepared by an independent writer who adds their own impartial comments and places the argument in context.

Stephen Brown reports on how marketers are constantly thinking of new ways to keep one step ahead of customers who have become wise to, and increasingly wary and cynical of, the advertiser's message. His entertaining article pokes fun at the marketing business to underline a serious and well‐constructed message that new approaches have to be adopted to attract marketing‐literate consumers. Typical quote: “The ultimate aim is to get marketing‐savvy consumers talking about the savvy marketing campaign and the marketing‐savvy talking about being talked about by marketing‐savvy media”. Andy Cohen describes how the senior vice‐president of strategic marketing and new media for Samsung Electronics America oversees more than 150 product launches every year and more than 40 new online marketing campaigns each month – and how he uses the internet to “superaccelerate” the company's marketing plans. A perceptive insight into a workaholic boss's vision for delivering a constant stream of information about what the company has on offer. Andrew and Jack Kaikati take a similar theme to Stephen Brown, chronicling the sometimes‐bizarre methods marketers are using to replace more traditional forms of advertising that are losing their effectiveness among consumers. Methods such as paying actors to go into trendy bars, music stores or tourist hot‐spots and convince total strangers that their cell phone CD or video game is a “must have” product. This enjoyable essay considers the pros and cons of such “advertising by stealth” and touches on the ethical, and possibly legal, pitfalls such an increasingly popular phenomenon might hold in store for the future.

Provides implementable strategies and practical thinking that has influenced some of the world's leading organizations.

The purpose of this paper is to summarize the main developments from the early days of manual content analysis to the adoption of computer-assisted content analysis and the emerging artificial intelligence (AI)-supported ways to analyze content (primarily text) in marketing and consumer research. A further aim is to outline the many opportunities these new methods offer to marketing scholars and practitioners facing new types of data.

This conceptual paper maps our methods used for content analysis in marketing and consumer research.

This paper concludes that many new and emerging forms of unstructured data provide a wealth of insight that is neglected by existing content analysis methods. The main findings of this paper support the fact that emerging methods of making sense of such consumer data will take us beyond text and eventually lead to the adoption of AI-supported tools for all types of content and media.

This paper provides a broad summary of nearly five decades of content analysis in consumer and marketing research. It concludes that, much like in the past, today’s research focuses on the producers of the words than the words themselves and urges researchers to use AI and machine learning to extract meaning and value from the oceans of text and other content generated by organizations and their customers.

Marketing/Consumer behaviour.

The case can be used for the postgraduate students and executives in a first-year Marketing Management class for an introductory session on understanding consumer decision in a business-to-consumer context. The case can be also used in a second-year elective course on Consumer Behaviour for the topic on consumer decision-making journey and managing customer experience through service excellence. This case would be most befitting to be used for the first introductory session of 75 minutes to give an overview on consumer behaviour.

The dismal failure of Natasha’s desktop while preparing an important presentation due for submission compels Natasha (the protagonist) to make up her mind to buy a laptop. After consulting her friends and relatives, followed with intense search from different retail stores, Natasha finally decides to buy a Sony laptop from a multi-brand retail outlet with a price discount and freebies. Finally, when Natasha settled down to work on her new laptop on her pending presentation, she confronts some problem. Unable to identify the problem, she contacted the store sales representative to resolve the problem. However, the representative’s ineffectiveness in addressing the problem and promptly delivering the service leaves Natasha in a state of uncertainty and confusion. She seemed to be in a fix and undecided, wondering whether she should immediately rush to the repair centre with her desktop to fix the problem for the time being or she should leave the laptop and wait till the problem gets resolved.

The case aims to provide interesting inputs on various phases of consumer decision-making journey and appropriate marketing strategy for each phase. The objective is to make students appreciate how poor after-sales service results in post-purchase dissonance and conflict in the consumer's mind. The case provides an opportunity for students to come up with possible solutions to resolve the post-purchase dissonance and conflict and share their views or ideas of how a seller can create a lasting impression in the mind of the buyer.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing

This paper compares the technical support-related experiences with the expectations of librarians using open source Integrated Library Systems (ILS).

A combination of surveys and triangulating interviews was conducted to obtain the results presented.

The results of this study indicate that there are many channels of technical support available to librarians who use open source ILS. Also, these channels of technical support perform at acceptable levels according to the expectations of librarians using open source software.

The results presented in this study are self-reported expectations and experiences of librarians and not observed experiences.

The results from this study will provide an insight to librarians contemplating adoption or migration to open source ILS. The results presented here will be useful in decision-making as well as developing a strategy for technical support based on the presented options.

The interest in open source ILS has been observed and studied in the last decade, but the technical support of open source systems, which is a critical component of the adoption process, has not received much attention. This paper focuses specifically on the technical support for open source ILS and provides insight into the experiences of librarians.

In response to calls to reduce the gender gap in the salesforce, this study aims to examine the effect of candidate gender, manager gender and industry to explain gender bias in salesperson recruitment during screening and skill assessment.

This paper tested the hypotheses using observational data from a national sales competition in the USA, where managers evaluated student candidates for entry-level sales positions.

This research finds gender bias during screening using the dyadic perspective. Specifically, female managers evaluate male candidates more favorably than male managers do during screening. Further, managers of service companies evaluate female candidates more favorably than managers of goods companies during screening. However, this paper finds no such effects during candidates’ skill assessment.

The findings indicate the importance of using dyadic research techniques to assess gender bias.

Managers should not use short interactions to screen candidates.

Implicit bias exists when candidates and managers interact during screening. To reduce gender bias in recruitment the candidates and managers should interact for a longer duration.

This study draws upon a unique setting, where the candidates interact with the managers for screening and skill assessment. Implicit bias exists when candidates and managers interact for screening under time pressure. This paper finds no evidence of gender bias in skill assessment. This study finds that female managers are more prone to bias when evaluating male candidates than male managers. Prior work has not examined industry-based bias; this paper provides evidence of such bias in candidate screening.