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To successfully create customer value, firms must use coherent market strategies and perform value-creating activities that enable them to develop solutions to customers’ needs. However, as firms exhibit differences in how they approach value creation, their market strategies will also differ. These differences among market strategies can be described through different combinations of proactivity and responsiveness, representing each firm’s value-creation logic. This study aims to increase understanding of how firms can improve the effectiveness of their market strategies by considering their associated value-creation logics.

The authors conceptualize market strategies as coherent sets of value-creating activities. While the types of activities within a market strategy are driven by a firm’s strategic orientations, how these activities are performed is influenced by its value-creation logic. With this as the foundation, the authors develop a conceptual typology of archetypal market strategies based on the different value-creation logics that influence them.

The authors propose four distinct market strategies – habitual, visionary, adaptive and ambidextrous – representing unique ways in which value-creation logics influence the formation of market strategies. Furthermore, the authors highlight the need for activities to reflect consistent value-creation logics to create coherent market strategies and the authors provide an exploration of the activities that enable firms to implement different types of market strategies.

The typology expands the concept of market strategy, introducing the idea of a value-creation logic of proactivity and responsiveness, and thus demonstrating the need for more in-depth consideration of the value-creating activities that constitute market strategies to better understand how firms can create superior customer value.

Increasingly, scholars and analysts are urging firms to transition from a model in which marketing is a discrete function to a diffused approach in which marketing is everyone’s job. Prior research has examined differences in firm level performance. However, this firm level focus has overlooked what effects this transition might have on the managers who perform the marketing role. The purpose of this paper is to investigate manager level consequences of transitioning between these approaches by evaluating differences in person-environment (P-E) fit between marketers and non-marketers.

The authors identify core marketing functions and relevant personality traits of marketing managers, based on the marketing literature. The authors then compare personality and career satisfaction data from 465 marketing managers against a larger, general employment sample of 3,100 employees. Finally, the authors examine the relationship of career satisfaction to each of these traits and investigate how these relationships differ across the two groups.

The authors find important differences between marketers and non-marketers. Most importantly, the authors found that the relationships between personality and career satisfaction were significantly different for traits suggested by the research literature as important to the marketing function. In particular, customer orientation, visionary leadership, optimism, and assertiveness were all associated with higher career satisfaction for the marketing sample than for the general sample.

This paper is among the first to examine manager level differences relevant to transitioning between firm level marketing approaches. For firms considering adopting the “everyone is a marketer” diffused approach, the findings reveal pitfalls that can lead to reduced career satisfaction, reduced manager performance, and increased turnover. As a result, the performance of firms that have already adopted a diffused approach may be misleading for those firms who have not. At a minimum, firms contemplating a transition to a diffused approach should conduct an assessment of P-E fit similar to that illustrated in this paper to assess the potential risks.

The purpose of this paper is to determine the main total quality management (TQM) elements adopted and the respective results achieved by higher education institutions (HEIs) in Greece.

A research study was designed and carried out in private sector Greek HEIs. Fifteen HEIs were approached through interviews based on a structured questionnaire. The measured variables of the TQM elements and results identified in the literature were used as the questionnaire items. Descriptive statistics were applied to determine the TQM elements mostly adopted and the results achieved by the HEIs.

According to the findings, the TQM elements mostly adopted by the Greek HEIs concern the following: student focus, leadership and top management commitment, strategic quality planning, process management and teaching staff and employee involvement. On the other hand, the most significant results achieved by the sample HEIs concern quality performance improvement, teaching staff and employee satisfaction, operational performance improvement and the positive impact on society.

The subjective data collection involved chief executive officers of a small sample of HEIs operating in a European Union country. Thus, no advanced statistical methods could be applied. Based on these limitations, future research studies are recommended.

By focusing on specific TQM elements, an HEI can develop a robust TQM model, approach business excellence, which can, in turn, help the HEI apply for appropriate quality awards, and finally derive significant benefits. In doing so, an HEI can lay the foundations for being competitive in the current global context that is characterised by an economic downturn.

This study contributes to the literature by empirically determining the TQM elements mostly adopted as well as the respective results achieved by Greek HEIs in a period of economic downturn. This is the first research study in the field of TQM in higher education that has been carried out in Greece in a period where many service organisations, whether private or public, are making significant efforts to withstand the current downturn and achieve a sustainable growth.

Innovation is widely considered critical for organization’s success. We know that innovation happens in the presence of certain values and behaviors, hence it is a question of culture. Culture in turn has one critical influence: the leaders of an organization. That is why understanding how to design leadership for innovation should be of interest to anyone who wants to improve their organization’s innovation performance.

While leading by example is generally the best way to establish the desired values and behaviors, it is not in every leader's ability and comfort zone to exhibit the kind of leadership that emulates innovation. Therefore, I have started to differentiate between “leadership of” and “leadership for” innovation. Each has a different skill and mindset, and a different role to play in making innovation happen.

This chapter starts by looking at the drivers behind the context of the twenty-first century to answer the question: “Why innovation matters more in the twenty-first century than ever before?” This is followed by an introduction of a framework that focuses on areas where innovative companies do something different from their less innovative counterparts. The chapter continues with some insights on why organizations and their leaders struggle with embracing innovation before taking a look at “leading of” and “leading for” innovation and introducing the concept of “ARTISTIC Leadership.”

The purpose of this study is to understand how women as small‐business owners build good internal and external relations and to what extent they develop their businesses and contribute to community development.

This longitudinal study is ongoing. In the first broader study, personal interviews were made with 30 women business owners. To get a deeper understanding a case study was carried out with four of them. The result of this study was a typology with two categories.

The paper finds that the category Visionary entrepreneurs are genuine entrepreneurs and they work in teams within the company and also have a network around their business. The team‐oriented way of working develops their business as well as society. The dynamic process that supports the team is both stable and flexible and through openness, testing new ideas and discrediting habits, small changes take place all the time. The Visionary entrepreneurs represent a modern business role and are socially gifted. The Managing leaders, the other category representing a more traditional way of doing business, have not been able to create a team within the company or a network around it that could develop the business.

Modern business management is characterised by a team‐based way of working. Building relations with customers, partners and employees takes time and much effort and you have to meet and communicate.

The internal team in a small business, or a network that is team‐oriented, is not often the subject of research. The team‐oriented working method, supported by a dynamic process, develops the business and helps to renew society.

The specific purpose of this article is to describe customer profitability analysis and evaluate its compatibility with quality management systems. Besides, its more general objective consists in shedding further light on the links between management accounting and quality management, which is still an emerging topic.

The first part of the document presents a theoretical description of the disciplines and tools that are relevant to the study. Afterward, an explanation of the way in which customer profitability analysis is operationalized in practice is provided. Subsequently, a framework for the incorporation of customer profitability analysis into a quality management system is introduced. The final section includes some recommendations for future research.

Through the analysis of the benefits of the incorporation of customer profitability analysis into an ISO 9000 model, the study provides further support to the premise that the joint consideration of management accounting techniques and quality management tools is beneficial to organizations.

The article combines two disciplines closely related in practice but seldom concurrently addressed in the literature.

This case describes how Varian Medical Systems, the successor to one of the pioneers of Silicon Valley, created a business with $11.6 billion in market cap by listening to dreams of its physician customers and their scientist colleagues and finding ways to fulfill them over several decades.

A key business opportunity that spurred the company was to identify the most perceptive thought-leader customers, then bring them into a long-term, system-building partnership.

If companies envision the future and work with perceptive, far-sighted customers and others who will benefit from high-value innovation, together they stand a real chance of achieving a desired future.

Establish forums where perceptive, visionary customers meet with executives, marketers and key developers to identify what you should deliver in the immediate future and in years beyond.

The case described the practical steps the company took to implement customer participation in the innovation process over many decades.

The extant literature on experience marketing takes a narrow functional approach engaging with issues like defining an experience brand and recommending strategies for creating a unique customer experience. The purpose of this research is to focus on the cross‐level interdependencies in the organization and examine interrelatedness between business strategy and experience marketing.

Drawing on the extant literature on business strategy and experience marketing and investigating an in‐depth case study on experience marketing this article arrives at strategic principles of experience marketing. It uses an in depth analysis of a case study of an experience hotel brand covering multiple facets of its business strategy in all its complexities. Data were collected from six sources of evidence: documents, archival records, interviews, direct observation, participant‐observation and physical artifacts. A total of 17 interviews lasting from one to several hours each were conducted with senior management. Analysis of the benchmark case was combined with extensive review of literature on business strategy to draw strategic principles of experience marketing which are amenable to further evaluation for enhanced generalizability.

The six dimensions of business strategy: customer orientation, unique company capabilities, barriers to imitation, internal marketing, employee empowerment, and visionary leadership were found to be interrelated with experience marketing. This article also brings focus on research on cross‐level dependencies by outlining a detailed agenda for future research and operationalizing the constructs.

The linking of experience marketing with business strategy is a novel perspective as the extant literature deals with the subject only in the context of the functional area of marketing.

The purpose of this paper is to address the gap in knowledge by exploring the role of customers and vendors in diffusion of modern equipment technologies into the construction industry.

To address the need to consider both vendors and customers in the innovation diffusion process and the need for in-depth cross-sectional studies, semi-structured interviews were undertaken with 147 participants including 85 vendors and 62 customers of modern construction technologies at company, project and operational levels in Australia and North America. Thematic analysis and an analytic hierarchy process illustrate the critical role of both customers and vendors in the diffusion process of modern equipment technologies.

A new conceptual model is presented which classifies modern equipment technology customers into four categories: visionaries (group I); innovators (group II); pragmatists (group III); and conservatives (group IV) based on the way in which they interact with vendors in the innovation diffusion process. The results also reveal that there is a significant emotional/affective aspect of innovation diffusion decisions which has not been recognised in previous research.

The major contribution of this study is that it analyses the role of both vendors and customers in the equipment technology diffusion process at three different levels (strategic, project and operational) in large corporations and small-to-medium-sized businesses. The findings not only advance construction innovation research beyond traditional linear models of innovation, but also provide new knowledge which enable customers and vendors to interact more effectively in the diffusion of new construction equipment technologies.

The purpose of this article is to see how women who run their own businesses create and hold together teams within their companies.

A case study was conducted and interviews were carried out with four female owners of small‐businesses. Interviews were also conducted with their employees and their customers. The field research resulted in a categorization of the four businesses we studied.

Only one of the companies succeeded in creating a genuine team, the category that we call the “friends”. It took them a long time to achieve, which is rarely mentioned in literature on this topic. Creating mutual concepts is a complicated process. The other categories are called “circle of acquaintances”, the “family” and the “colleagues”. The circle of acquaintances had not succeeded in creating a team amid the turbulence they work within, while the family is not prepared to take the time that is needed to create a team. A process has been started for the staff in the colleagues category aimed at creating a team once they have understood the importance of good internal relations.

In practice it takes time to build team‐based working methods in small businesses. Employees require training but many small business owners don't think they have time for it.

The more collective methods that characterize the friends category are not normally the subject of research into small businesses where focus is usually on the owner of the company. The working methods at this company were more collective than usual and this is not commonly seen in research into this area.