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1 – 10 of over 37000In this paper we discuss the relationship between the competence-based perspective and market positioning. We argue that a product, which as the ultimate expression of a firm's…
Abstract
In this paper we discuss the relationship between the competence-based perspective and market positioning. We argue that a product, which as the ultimate expression of a firm's competence reflects a firm's distinctive competences, should have the potential to achieve a superior market position. We suggest how a specific capability of central importance in product creation – modular design capability – may help firms to achieve advantageous market positioning. In particular, we develop a framework for assessing the potential impact of modular design capability on customers’ perception of competing products in the market for mobile phone handsets.
This paper attempts to contribute to an expanding body of literature that critically engages with both the theory and practice of market segmentation. Through the theoretical lens…
Abstract
Purpose
This paper attempts to contribute to an expanding body of literature that critically engages with both the theory and practice of market segmentation. Through the theoretical lens of liminality and its implicit elements, the notion of boundary creation inherent in age‐based market segmentation of the youth market is explored.
Design/methodology/approach
Using empirical data collected as part of a longitudinal study on liminal consumers, marketing's attempt at laying down parameters and constructing borders is presented as a strategic exacerbation of liminal zones already replete with tension and ambiguity.
Findings
It is concluded that theoretical consideration of this data highlights the fluidity and porous nature of such constructed boundaries, rendering attempts at creating discernable, knowable segments, potentially futile. Thus by critically viewing this segment, not just as a marketing demographic, but as a liminal zone, an alternative consideration of the theory and practice of age segmentation is presented.
Research limitations/implications
The longitudinal study spanned a period from midway through the participants' final months of primary education and early stages of secondary education. Research that focused on their completion of a year in secondary education would perhaps have yielded further insights.
Practical implications
This research offers tangible insights into the social worlds of a burgeoning market segment, albeit a liminal one, offering actionable realities based on the inextricable intertwining of their consumption practices and lived experiences.
Social implications
Rather than view children as socio‐cultural non‐descripts who are of interest to marketers purely for their ability to be located along a continuum of cognitive development, this research aims to understand and explore the specific intricasies of the tweens' mediation of their liminal world using consumption practices
Originality/value
Consumption practices emerged that highlighted the attempted resolution and mediation of such tensions while also pointing to the clear mutability and ambiguity of supposed borders between child, tween and teen segmented groups. Age‐segmentation, conceptualised by marketers as a strategic creation of borders so as to enhance product offerings little reflects the realities of how age is perceived, experienced and acted out by those categorised within the margins and parameters of targeted marketing. By viewing this segment, not just as a marketing demographic but as a liminal zone where liminars “elude or slip through the network of classifications that normally locate states and positions in cultural space”, an alternative consideration of the theory and practice of age‐segmentation is presented.
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Steve Fairbanks and Aaron Buchko
Strategy Question: How do I better understand the make-up of my overall market?Summary: Assuming that the market has been properly sized, it is important to also spend similar…
Abstract
Strategy Question: How do I better understand the make-up of my overall market?
Summary: Assuming that the market has been properly sized, it is important to also spend similar effort to define segments and size these appropriately. This tool basically mirrors the approach of the Bottom-up Market Sizing Tool. At this stage, emphasis turns to breaking the overall market into actionable segments. Two to three iterations again are common to improve accuracy. The tool output casts the segments as a rectangular graphic, made up of one column for each segment. Segment width is representative of its size relative to the other segments. The width of all segment columns, added together, ties back and equals the overall size of the markets. The result provides guidelines for determining strategic market segments and niches, and how to best position the firm within those segments.
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The paper discusses the new concept of “Multinational Investment Projects” (MIPs) and its application in the context of international business operations in China. The…
Abstract
Purpose
The paper discusses the new concept of “Multinational Investment Projects” (MIPs) and its application in the context of international business operations in China. The petrochemical industry in China is used as the industrial context in which we investigate the interplay between the Chinese government, which encourages growth and investment activities in the sector, and the multinational petrochemical firms competing for global market share in this sector.
Design/methodology/approach
The paper investigates the nature of the petrochemical value chain and the investment activities in all of its segments. Using an originally created database of the top 180 MIPs in the petrochemical industry in China and additional context information the business environment in China, the paper reviews the investment strategies of multinational petrochemical corporations, and discusses their strategic choices for mode of entry in China, geographic location and location within the value chain.
Findings
The overview of MIPs in the Chinese petrochemical industry confirms the theoretical expectations of the critical impact of Chinese Government policies. The paper explains the emerging shape of international competition in this sector of the Chinese economy.
Originality/value
The main contributions of this paper are the new conceptual framework for analysis of the drivers for strategic investment choices, the assembly of a database with the top 180 MIPs in the petrochemical industry in China, and the analysis of the relationships between the regional endowments, concentration of value‐chain activities and location choices by multinational firms from different countries of origin. The results demonstrate the factors that drive growth in a knowledge‐, technology‐ and capital‐intensive sector.
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To provide an overview of how the solid‐to‐solid contact force equation in MSC.ADAMS can be used to reduce contact model development, minimize the probability of introducing an…
Abstract
Purpose
To provide an overview of how the solid‐to‐solid contact force equation in MSC.ADAMS can be used to reduce contact model development, minimize the probability of introducing an error and reduce simulation run time by citing the example of the International Space Station (ISS).Design/methodology/approach – In early 2000, a redesign of the ISS required a more thorough representation of the contacting geometry. The MSC.ADAMS solid to solid contact force statement became available in time to solve this problem. This allowed simulation of the segment to segment attachment, including various combinations of contact feature misalignment.Findings – A structural failure of a “Zip” nut during qualification testing resulted in a NASA request for a force balance on the nut housing, internal nut segments and bolt. Using MSC.ADAMS solid to solid contact simulation, the desired force balance was obtained. The analysis showed the coarse guide to fine guide handoff did not bind and fine guide seating engaged, allowing the four motorized bolts to connect the segment‐to‐segment interface.Originality/value – MSC.ADAMS solid to solid contact algorithms decreased simulation time, allowing this very complicated contact problem to be completed in less than 30 min. Using CAD model solid geometry greatly reduced model development time. Solid to solid contact simulation eliminated the need for tedious derivation vector algebra contact equations and greatly advanced the level of geometric complexity that could be modeled as contacting interfaces. This also minimizes the probably of errors.
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This paper undertakes a brief marketing analysis of the major library automation products and suppliers in the UK, focusing on aspects such as market growth, market share, market…
Abstract
This paper undertakes a brief marketing analysis of the major library automation products and suppliers in the UK, focusing on aspects such as market growth, market share, market concentration, and competitor positions in terms of segmentation analysis. General conclusions relating to the marketplace are provided together with implications for current and potential customers.
Tzu‐Chuan Chou and An‐Sheng Lee
The purpose of this research is to understand the practices of electronic customer relationship management (eCRM) and to establish a process model for online customers' relational…
Abstract
Purpose
The purpose of this research is to understand the practices of electronic customer relationship management (eCRM) and to establish a process model for online customers' relational assets creation.
Design/methodology/approach
Through a case study of a Taiwanese securities company, qualitative data are gathered on the process where online customers' relational assets evolved. This research is primarily based on 20 interviews of the case company. Four managers from the other two securities brokerage companies are also consulted in order to validate and complement the collected information.
Findings
The model reveals the relational assets creation as a four‐phase process: establish online relational tie, identify the features of online customers, enhance self‐determined behavior, and exploit research & development advantage for long‐term relationships.
Originality/value
In presenting an integrated view of the relational assets creation issue of eCRM has served as a step in establishing a process model. For each phase of the model, key managerial activities were identified that may facilitate online relationship building. The implications of the lessons learned and its future research directions are also discussed.
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Discusses the revolution in the distribution of financial services,the main benefits of telephone banking and emphasizes the continuingimportance of the branch channel. Presents a…
Abstract
Discusses the revolution in the distribution of financial services, the main benefits of telephone banking and emphasizes the continuing importance of the branch channel. Presents a framework for understanding the different spatial scales involved in the “marketing of place” in this industry sector along with a description of the scope of network management activities. Provides considerable detail concerning recent physical transformations of branch networks, focusing specifically on the changing size, role, appearance, spatial arrangement and structure of this key distribution channel. These network adjustments have created significant savings for institutions and will continue in pursuit of optimum network morphology.
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Yao-Chin Wang and Avraam Papastathopoulos
With the trend of adopting and studying artificial intelligence (AI) service robots at restaurants, the authors’ understanding of how customers perceive robots differently across…
Abstract
Purpose
With the trend of adopting and studying artificial intelligence (AI) service robots at restaurants, the authors’ understanding of how customers perceive robots differently across restaurant segments remains limited. Therefore, building upon expectancy theory, this study aims to propose a trust-based mechanism to explain customers’ support for AI-based service robots.
Design/methodology/approach
For cross-segment validation, data were collected from online survey participants under the scenarios of experiencing AI service robots in luxury (n = 428), fine-dining (n = 420), casual (n = 409) and quick-service (n = 410) restaurant scenarios.
Findings
In all four segments, trust in technology increased willingness to accept AI service robots, which was then positively related to customers’ support for AI-based service robots. Meanwhile, customers’ AI performance expectancy mediated the relationship between trust in technology and willingness to accept AI service robots. On the other hand, at luxury, fine-dining and casual restaurants, males perceived a stronger positive relationship between trust in technology and AI performance expectancy. No generational differences were found in the four restaurant segments between trust in technology and AI performance expectancy.
Originality/value
To the best of the authors’ knowledge, this study is one of the first attempts in hospitality research to examine cross-segment validation of customers’ responses to AI-based service robots in the luxury, fine-dining, casual and quick-service restaurant segments.
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Anthony J. de Francesco and Deborah Levy
The purpose of this paper is to investigate the key drivers affecting property investment decisions within a context of sustainability and how these drivers are likely to change…
Abstract
Purpose
The purpose of this paper is to investigate the key drivers affecting property investment decisions within a context of sustainability and how these drivers are likely to change the investment product landscape and the management of existing property investment portfolios.
Design/methodology/approach
Examples from the Australian property market are discussed in order to demonstrate how sustainability principles may form part of the wider agenda of corporate property investment strategy and social responsibility.
Findings
A full understanding of the impact of sustainability on the property investment landscape can only be found by adopting an holistic approach, including the behavioural effects of economic, social, ecological, policy and regulative environments.
Originality/value
This paper provides important new insights as to the effect that sustainability may have on future investment decisions and the future investment product landscape.
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