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1 – 10 of over 21000Mauro Cavallone, Andrea Pozzi, Philipp Wassler and Rocco Palumbo
The purpose of the paper is to analyze the supply and demand of marketing and communication consulting services and evaluate actual and perceived gaps.
Abstract
Purpose
The purpose of the paper is to analyze the supply and demand of marketing and communication consulting services and evaluate actual and perceived gaps.
Design/methodology/approach
The paper uses two different datasets to assess the gap. The supply database comes from desk research carried out in the province of Bergamo (n. 159 consulting agencies). The demand dates are the results of 100 structured interviews with local companies that requested marketing and communication consulting services both inside and outside the province.
Findings
Findings show that there is no significant shortage in local service supply. Nonetheless, a limited gap exists between the provision of specific services and their overall quality. Conversely, the perceived gap is wider, leading to an impression of scarce availability – a notion disproven by the analysis of the actual supply.
Practical implications
The study suggests that local agencies may overcome their “myopic” attitude and need to increase their visibility, competencies and expertise by investing in these areas and improving networking.
Originality/value
There are no previous studies that compare the supply and demand for marketing and communication consulting services. The paper also provides insights into actual and perceived gaps in a hypercompetitive environment.
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Christopher Lee and Lynn Kahle
The purpose of this paper is to introduce emulation marketing as an important strategy to consider for services marketing researchers and practitioners, given the ability to plant…
Abstract
Purpose
The purpose of this paper is to introduce emulation marketing as an important strategy to consider for services marketing researchers and practitioners, given the ability to plant an aspirational goal in consumers' minds. Building on theories of lifestyle, values, self-concept and others, this conceptual paper presents the case for emulation marketing as an important consideration within services marketing.
Design/methodology/approach
To explore mechanisms that will define service research in the future, this conceptual paper reviews the literature across the spectrum of social comparison and learning, social adaptation, conformity, values, persuasion and role modeling. The authors analyze existing theories while proposing a new mechanism, emulation, to advance research in service literature.
Findings
This paper suggests mechanisms to promote emulation in services marketing through the consumer decision process. A research agenda for future work is provided with emphasis on lack of emulation, emulation and status, emulation and aging, emulation and technology, emulation and linguistics and the dark side of emulation. Within each area, a series of considerations are discussed.
Originality/value
This paper introduces emulation as an important mechanism within services marketing. It offers a research agenda focused on a variety of emerging areas in the field. The paper contributes to services marketing and future research by proposing a novel approach, via emulation, to services marketing.
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Naushaba Chowdhury, Pravin Balaraman and Jonathan Liu
Over the last five decades, business to business (B2B) marketing has evolved from a transactional model to a behavioral model. This evolution is a consequence of the rise in…
Abstract
Purpose
Over the last five decades, business to business (B2B) marketing has evolved from a transactional model to a behavioral model. This evolution is a consequence of the rise in thoughts of managing customer journeys, services marketing and acknowledging value co-creation amongst stakeholders. The contemporary B2B marketing strategies of relationship, innovation, sustainability and digital marketing that emerge through the literature review are discussed to demonstrate how they add value to the competitive advantage of firms and facilitate co-creation between business partners to help design the customer journey. The purpose of the paper is to discuss how the apparel industry could implement the B2B marketing strategies highlighted and further suggests a framework of value co-creation. The framework shows the journey between business partners followed by the value propositions as service exchange through resource integration within the service ecosystem.
Design/methodology/approach
Through a review of the literature, the evolution of B2B marketing unveils the importance of services marketing and how the marketing strategies discussed add value to the services marketing, this is further explored with propositions of value co-creation between business partners. The propositions are based on the theory of service dominant logic, whereby, the partners in the service ecosystem co-create value from value propositions offered by the business partners in collaboration with supply chain innovation.
Findings
A framework is suggested in the context of the apparel industry that demonstrates the value propositions as a part of the B2B marketing strategy. Through resource integration and collaboration between the business partners, the value propositions in the form of services, are exchanged resulting in value co-creation that leads to the ultimate offering to the end customer.
Research limitations/implications
The service dominant logic theory and the supply chain innovation model are the basis of the framework, showing the value propositions made, are in collaboration between the firm and the supply chain partners. The value propositions in the form of services are exchanged as an outcome of resource integration amongst the business partners resulting in value co-creation which will aid apparel manufacturers differentiate their services and manage customer journeys better. The framework will be further researched through primary research to determine its rationality in the real-world context. The nature of the industry being fast paced, the literature will be outdated in a short span of time and with the vast growth, new strategies will need to be executed eventually.
Practical implications
The paper discusses how the apparel industry can move forward with the B2B marketing strategies highlighted through the literature review and further suggests a framework of value co-creation. This will aid apparel manufacturers to focus their marketing efforts in an era of services marketing and compete better globally with service offerings.
Social implications
The competitive advantage strategies and other key emerging themes of co-creation, value co-creation and customer journeys are highlighted and shows increasing importance to the survival of businesses in an era of service orientation and relationship marketing.
Originality/value
Through a critical literature review of B2B marketing strategies and with the use of theoretical models of service dominant logic and supply chain innovation, the conceptual paper proposes a framework by the authors that allows future research to analyse value co-creation in B2B marketing strategies for the apparel industry.
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David E. Bowen, Raymond P. Fisk, John E.G. Bateson, Leonard L. Berry, Mary Jo Bitner, Stephen W. Brown, Richard B. Chase, Bo Edvardsson, Christian Grönroos, A. Parasuraman, Benjamin Schneider and Valarie A. Zeithaml
A small group of pioneering founders led the creation and early evolution of the service research field. Decades later, this article shares timeless service wisdom from ten of…
Abstract
Purpose
A small group of pioneering founders led the creation and early evolution of the service research field. Decades later, this article shares timeless service wisdom from ten of those pioneering founders.
Design/methodology/approach
Bowen and Fisk specified three criteria by which to identify a pioneering founder. In total, 11 founders met the criteria (Bateson, Berry, Bitner, Brown, Chase, Edvardsson, Grönroos, Gummesson, Parasuraman, Schneider and Zeithaml) and were invited to join Bowen and Fisk – founders that also met the criteria as coauthors. Ten founders then answered a set of questions regarding their careers as service scholars and the state of the field.
Findings
Insightful reflections were provided by each of the ten pioneering founders. In addition, based on their synthesis of the reflections, Bowen and Fisk developed nine wisdom themes for service researchers to consider and to possibly act upon.
Originality/value
The service research field is in its fifth decade. This article offers a unique way to learn directly from the pioneering founders about the still-relevant history of the field, the founders' lives and contributions as service scholars and the founders' hopes and concerns for the service research field.
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This commentary aims to identify the myopic drift of the marketing discipline and to opine on the areas in which the leadership of service scholars is needed. The authors identify…
Abstract
Purpose
This commentary aims to identify the myopic drift of the marketing discipline and to opine on the areas in which the leadership of service scholars is needed. The authors identify specific areas where the input of service scholars is needed to enable the discipline to better contribute to users, providers, and society. For example, the growing gap between marketing scholarship and practical business needs is acknowledged, emphasizing the unique position of service scholars to bridge this divide. While consumer well-being is crucial, the exclusive focus on behavioral science is critiqued. Marketing’s roots are deeply connected to economics, shaping consumer choices, and service scholars can help revive marketing’s essence.
Design/methodology/approach
Personal reflections and historical literature assessment.
Findings
The services discipline is caught in the general myopic behavioral drift of the marketing discipline. However, they are well positioned to reverse the trend by seeking leadership in PhD programs, journal editorships and review boards, faculty recruiting, hiring and promotion, and by continuing its engagement with industry professionals.
Research limitations/implications
The authors suggest extensive goals for service scholars. To accomplish these goals, it will be necessary to challenge the increasing behavioral drift of the majority of existing scholars in the discipline.
Originality/value
This work is original and controversial. It is meant to inspire discussion and focus attention on the problems inherent in the increasingly myopic behavioral orientation of the members of the discipline’s academic community.
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This study aims to focus on a specific project marketing concept, i.e. “discontinuity,” and analyzes how this concept emerged in project marketing, becoming its key scholarly…
Abstract
Purpose
This study aims to focus on a specific project marketing concept, i.e. “discontinuity,” and analyzes how this concept emerged in project marketing, becoming its key scholarly embodiment, how it became decoupled from the increasingly service-intensive project business practice and what the relevance of discontinuity is for project marketers moving forward.
Design/methodology/approach
This study is built on a systematic literature review of 31 years (1993–2023) of publishing data from major marketing and management journals.
Findings
This study provides three findings. First, the author reveals the risks related to marketing scholars and practitioners losing sight of each other as business practices evolve much faster than scholarly research can keep up. Second, the author highlights the role of interdisciplinary collaboration in advancing conceptual innovations. Finally, the research elucidates the need for broader metatheoretical reflection to keep this research tradition on an upward trajectory.
Research limitations/implications
The aim of this study is not to criticize project marketing, as many strands of business-to-business (B2B) marketing face the same challenge, but to elucidate a need for conceptual innovations, collaboration with practitioners and other disciplines and broader metatheoretical reflection to keep this research tradition on an upward trajectory.
Originality/value
This study makes several contributions to the project marketing research tradition. First, it reviews the emergence and dissipation of the concept of discontinuity, drawing on semantical, etymological and epistemological insights. It also reflects on recent disruptions in the marketplace and envisions future research trajectories for this elusive concept. In addition, the author develops a conceptual framework that combines project types with exchange elements in project and service businesses. This conceptual framework helps elucidate what part of the exchange is continuing and what is discontinuing in the resulting business relationships. Furthermore, the research contributes to B2B marketing more broadly by highlighting the fleeting correspondence between theory and the real world. It underscores the need for constant updates to maintain relevance.
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Shahriar Akter, Mujahid Mohiuddin Babu, Tasnim M. Taufique Hossain, Bidit Lal Dey, Hongfei Liu and Pallavi Singh
The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive…
Abstract
Purpose
The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.
Design/methodology/approach
Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.
Findings
The findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.
Originality/value
The findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.
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Rita Ambarwati and Dewi Komala Sari
This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening…
Abstract
Purpose
This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.
Design/methodology/approach
This study used a quantitative method, with data collection carried out using a survey method by giving questionnaires to respondents. The respondents' criteria are active students, at least in semester three, who have studied at Muhammadiyah-Aisyiyah Higher Education in Indonesia, using a sampling technique with accidental sampling. Data analysis used Partial Least Square - Structural Equation Modeling to determine the estimated results or model predictions.
Findings
The results showed a significant direct effect of experiential marketing, Islamic branding and word of mouth on college decisions. There is an indirect effect between experiential marketing and Islamic branding on college decisions through word of mouth, but the word-of-mouth variable could not mediate the relationship between experiential marketing and Islamic branding on college decisions perfectly.
Research limitations/implications
The limitation of the results of the study is that it uses respondents who are and have participated in learning activities on the Muhammadiyah-Aisyiyah Higher Education, where the Muhammadiyah-Aisyiyah Higher Education has added value compared to other private campuses. The added value on the Muhammadiyah-Aisyiyah Higher Education is the overall learning activity based on Kemuhammadiyahan Islam in Indonesia. Islam Kemuhammadiyahan is the identity of the Islamic branding strategy on the Muhammadiyah-Aisyiyah Higher Education, which is only owned by the Muhammadiyah-Aisyiyah Higher Education.
Practical implications
This study recommends marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.
Originality/value
The novelty of this research is the addition of experiential marketing and Islamic branding variable measurements on word of mouth and college decisions, especially prospective students to study at Islamic Higher Education in Indonesia.
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Bård Tronvoll and Bo Edvardsson
The philosophical foundations determine how an academic discipline identifies, understands and analyzes phenomena. The choice of philosophical perspective is vital for both…
Abstract
Purpose
The philosophical foundations determine how an academic discipline identifies, understands and analyzes phenomena. The choice of philosophical perspective is vital for both marketing and service research. This paper aims to propose a social and systemic perspective that addresses current challenges in service and marketing research by revisiting the philosophy of science debate.
Design/methodology/approach
The paper revisits the philosophy of science debate to address the implications of an emergent, complex and adaptive view of marketing and service research. It draws on critical realism by combining structuration and systemic perspectives.
Findings
A recursive perspective, drawing on structures and action, is suggested as it includes multiple actors’ intentions and captures underlying drivers of market exchange as a basis for developing marketing and service strategies in practice. This is aligned with other scholars arguing for a more systemic, adaptive and complex view of markets in light of emerging streams in academic marketing and service research, ranging from value cocreation, effectuation, emergence and open source to empirical phenomena such as digitalization, robotization and the growth of international networks.
Research limitations/implications
The reciprocal dynamic between individuals and the overarching system provides a reflexivity approach intrinsic to the service ecosystem. This creates new avenues for research on marketing and service phenomena.
Originality/value
This paper discusses critics, conflicts and conceptualization in service research. It suggests a possible approach for service research and marketing scholars capable of responding to current complexities and turbulence in economic and societal contexts.
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Muhammad Faisal Sultan, Muhammad Nawaz Tunio, Ghazala Shaukat and Muhammad Asim
The shift in consumer focus towards green marketing mix elements is not a unique thing. Especially in recent times, most organizations are trying to implement green marketing…
Abstract
The shift in consumer focus towards green marketing mix elements is not a unique thing. Especially in recent times, most organizations are trying to implement green marketing strategies in order to influence customers as well as to reduce the negative impacts of environmental footprints. However, in recent times service marketing requires thorough implementation of a Green Marketing Mix as evidenced by Asian countries. However, research also claims that the use of a traditional green marketing mix is not a guarantee of success in the long run and therefore has been criticized by several researchers and scholars. Hence, there is a need to follow the Green-SIVA (Solution, Information, Access, and Value) concept in order to create a long-lasting impact on consumer buying and to discuss the application of tools in a more comprehensive manner. Although the linkage of Green-SIVA marketing might provide a new way to develop an effective marketing mix strategy for services. Hence, this chapter has been written purposely to discuss GMM elements with reference to the service industry of Pakistan and tries to develop an association with green-SIVA marketing practices in order to optimize service marketing practices.
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