Search results

1 – 10 of over 6000
Article
Publication date: 27 September 2023

Mariola Ciszewska-Mlinarič, Dariusz Siemieniako and Piotr Wójcik

This paper contributes to studies on the relationship between dynamic capabilities (DCs) and performance by showing how domain-specific DCs – international dynamic marketing…

Abstract

Purpose

This paper contributes to studies on the relationship between dynamic capabilities (DCs) and performance by showing how domain-specific DCs – international dynamic marketing capabilities (IDMCs) – affect the international performance of exporting firms in the context of extreme environmental dynamism – during the COVID-19 pandemic.

Design/methodology/approach

The authors focus on a sample of 277 exporting manufacturers from the post-transition economy of Poland. The authors use hierarchical multiple regression analysis to test this study's hypotheses.

Findings

This study's findings show that deployment of IDMCs by export manufacturers in the context of environmental jolts contributes to better performance, and this relationship is mediated by adaptation to foreign markets and product development capability. Additionally, this study's results reveal that the significant and positive indirect effect of IDMCs on international performance (through mediators) is, however, weakened under conditions of extreme environmental dynamism.

Research limitations/implications

The limitations pertain to the cross-sectional nature of this study and the research sample, characterised by the dominance of export manufacturers of final products, the dominance of manufacturers operating in the business-to-business sector, or in the business-to-business and business-to-customer sectors simultaneously.

Practical implications

The study provides suggestions to managers on how to build resilience in international markets during turbulent times. These activities involve investments in IDMCs that support activities centred around product development and adaptation to foreign markets.

Originality/value

The novel construct of IDMCs is introduced and operationalized. The study empirically tests the direct and indirect relationship between IDMCs and performance contingent upon extreme environmental dynamism. The results demonstrate the boundary conditions for the effectiveness of these domain-specific DCs in such a research setting.

Details

International Marketing Review, vol. 41 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Open Access
Article
Publication date: 28 February 2024

Ilkka Tapani Ojansivu

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.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 26 July 2023

James W. Peltier, Andrew J. Dahl and John A. Schibrowsky

Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers…

2889

Abstract

Purpose

Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how it may mutually benefit consumers and firms. In this paper, the authors conduct an extensive review of the marketing literature, develop an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships, identify research gaps and offer a future research agenda.

Design/methodology/approach

The authors first conduct an extensive literature review in 16 top marketing journals on AI. Based on this review, an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships was conceptualized.

Findings

The literature review led to a number of key research findings and summary areas: (1) an historical perspective, (2) definitions and boundaries of AI, (3) AI and interactive marketing, (4) relevant theories in the domain of interactive marketing and (5) synthesizing AI research based on antecedents to AI usage, interactive AI usage contexts and AI-enabled value co-creation outcomes.

Originality/value

This is one of the most extensive reviews of AI literature in marketing, including an evaluation of in excess or 300 conceptual and empirical research. Based on the findings, the authors offer a future research agenda, including a visual titled “What is AI in Interactive Marketing? AI design factors, AI core elements & interactive marketing AI usage contexts.”

Article
Publication date: 15 December 2023

Paula Rodríguez-Torrico, Rebeca San José Cabezudo and Sonia San-Martín

In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships…

Abstract

Purpose

In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection (SBC) and what their effect is in enduring consumer–brand relationships (i.e. future channel-mix use and word of mouth [WOM]). This paper also explores the moderating role of product involvement in these relations.

Design/methodology/approach

The authors carried out a personal questionnaire with a sample of 288 consumers who were recruited after leaving one of the stores of a clothing brand that is a successful example of distribution channel management.

Findings

Insofar as consumers perceive channel-mix benefits, SBC will be higher and (or as a result) their future intentions with the brand will be more intense. In addition, the results show that product involvement moderates the relationship between SBC and channel-mix use intention and WOM.

Originality/value

This work contributes to channel-mix, relationship marketing, brand and product involvement literature by analyzing how customers may be retained in the channel-mix era through brand management and by considering product category involvement. This study merges brand and product variables to explore their impact on relationship marketing within channel-mix behaviors.

Details

Journal of Product & Brand Management, vol. 33 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 13 February 2024

Gregor Pfajfar, Maciej Mitręga and Aviv Shoham

In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing…

Abstract

Purpose

In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise.

Design/methodology/approach

This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon.

Findings

Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years.

Originality/value

This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic.

Book part
Publication date: 14 March 2024

Luis Matosas-López

The versatility of customer relationship management (CRM) systems has kept these technologies popular over the years. These solutions have been integrated into organizations of…

Abstract

The versatility of customer relationship management (CRM) systems has kept these technologies popular over the years. These solutions have been integrated into organizations of all sizes, from large corporations to small- and medium-sized enterprises. Similarly, CRM systems have also found applications in all types of industries and business sectors. All this has been the driving force behind the proliferation of CRM solutions around the world. In this chapter, the author not only reflects on the impact and democratization of CRM systems on business management and marketing strategies but also explores how these technologies can determine the company's income. In particular, the author presents an experiment that analyzes the extent to which the volume of annual investment in CRM solutions can be used to predict annual net income in a sample of companies. Using time series analysis and applying the autoregressive integrated moving average modeling technique, the researcher examines a sample of 10 companies from different industries, and countries, over a 20-year period. The results show the efficiency of the predictive models developed in nine of the 10 companies analyzed. The findings of this study allow us to conclude that there seems to be an association between the investments made in CRM solutions and the income of the companies that invest in these technologies.

Details

The Impact of Digitalization on Current Marketing Strategies
Type: Book
ISBN: 978-1-83753-686-3

Keywords

Article
Publication date: 25 December 2023

Herbert Sima, Henry F.L. Chung and Yulong Liu

Drawing on the organizational learning and relational governance literature, this study aims to advance a theoretical model to explain the export performance of emerging market…

Abstract

Purpose

Drawing on the organizational learning and relational governance literature, this study aims to advance a theoretical model to explain the export performance of emerging market export ventures.

Design/methodology/approach

This study selects quantitative methodology because the main objective of this study is to explore the role of export ventures’ performance (past) on guanxi networking, co-creation marketing strategies and present performance.

Findings

The empirical evidence suggests that guanxi networking and co-creation strategy can mediate the relationship between export venture performance in the preceding year and export venture performance in the following year. In addition, this study also provides some guidance for emerging market export ventures on how to build a strong guanxi networking and create opportunities for collaboration when the effect of export performance in the preceding year on current performance is absent.

Originality/value

The authors propose the inclusion of strategic guanxi networking-related factors (e.g. top executives’ ties with business-to-business customers, such as distributors in the host market) in the prior performance-current performance paradigm. The outcomes of this study also contribute to extant organizational learning theory research by integrating preceding performance research with the co-creation theory. The study offers new insights into organizational learning and relational governance from the emerging market perspective.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 27 June 2022

Sara Dassouli, Virginia Bodolica, Harit Satt and Mohamed M'hamdi

This paper aims to examine the specific role that partnerships play in the relationship between adaptation strategy, international experience, and export performance of handicraft…

Abstract

Purpose

This paper aims to examine the specific role that partnerships play in the relationship between adaptation strategy, international experience, and export performance of handicraft firms in an emerging country setting. The authors' purpose is to identify the key factors that may contribute to the success of export activities of small handicraft companies in international markets.

Design/methodology/approach

Drawing on a non-probability sampling technique, the authors collected survey data from 410 handicraft companies located in Morocco. The authors' conceptual model, which draws on the network theory, was tested using covariance-based Structural Equation Modeling by means of AMOS 24 Software.

Findings

The results indicate that adaptation marketing strategy and partnerships impact positively the export performance of handicraft firms. Partnerships also play an intermediary role by partially (fully) mediating the relationship between adaptation strategy (international experience) and export performance.

Practical implications

This study may assist marketers and entrepreneurs in handicraft companies to better understand the causal relationship between adaptation strategy, marketing experience and export performance of entrepreneurs' firms. Managers in these companies should be aware of the importance that partnerships play in boosting the export performance through marketing practices and experience.

Originality/value

The authors' paper contributes to the scant literature on the adaptation marketing strategy and export performance and the intermediary role of partnerships in the specific context of handicraft businesses operating in North African emerging markets, namely Morocco.

Details

International Journal of Emerging Markets, vol. 19 no. 2
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 15 March 2024

Kwabena Abrokwah-Larbi

This study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities…

Abstract

Purpose

This study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).

Design/methodology/approach

A theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.

Findings

This research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.

Originality/value

This current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

Details

Journal of Contemporary Marketing Science, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-7480

Keywords

Open Access
Article
Publication date: 29 February 2024

Vera Rebiazina, Elena Sharko and Svetlana Berezka

The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a…

Abstract

Purpose

The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a long-term, 13-year perspective.

Design/methodology/approach

The research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP) survey, and objective FP data from official statistical databases for 2008–2020 to verify the impact of RM practices on market and FP in the long term.

Findings

The research underlines the significant impact of RM practices. It is important to notice that the effect of product development (PD) on marketing performance is mediated by competitor orientation. PD affects market and FP, whose roles vary with the return on assets (ROA).

Research limitations/implications

Research design supplements the subjective survey data with the objective FP data on the ROA to avoid common method bias.

Practical implications

Implementation of RM practices by Russian companies can increase their effectiveness of performance in the long term.

Originality/value

This research shows the positive impact of RM practices on the FP of Russian firms over the past 13 years.

Details

Journal of Economics, Finance and Administrative Science, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2077-1886

Keywords

1 – 10 of over 6000