SMEs and Marketing: A Systematic Literature Review

This paper presents a systematic review of recent academic literature analysing the role, organization and management of marketing activities in small and medium‐sized enterprises (SMEs). To this end, 310 articles published between 2006 and 2015 in 69 main journals devoted to small firms/entrepreneurship and management/marketing fields were analysed. This review shows that SMEs’ marketing has received great attention in both management and marketing literature in recent years. Findings reveal, on the one hand, the emerging role of networks and information and communication technologies in marketing behaviour by SMEs, and on the other hand a research gap in terms of specific marketing practices. Entrepreneurial marketing has been used as the main conceptual framework in reviewed studies, even if findings overall still point out a distance between the theoretical bases of reviewed contributions and the study of SMEs’ marketing behaviour and practices. Therefore, future research on the role of resources, relationships and networks could benefit from the combination of theories developed within the field of entrepreneurship with other approaches such as the resource‐based view, the dynamic capabilities theory and the Industrial Marketing and Purchasing (IMP) framework.     

The structure and evolution of the strategic management field: A content analysis of 26 years of strategic management research

This paper analyses 26 years of strategic management research published in Academy of Management Journal, Academy of Management Review, Administrative Science Quarterly and Strategic Management Journal. Through a content analysis, it studies the relationships between the subfields of strategic management. A multiple correspondence analysis provides a map of keywords and authors, and a framework to track this literature over the 26‐year period. A discussion of future pathways in the strategic management literature is also provided.     

Bounds of Relative Regret Limit in p‐Robust Supply Chain Network Design

This research studies the p‐robust supply chain network design with uncertain demand and cost scenarios. The optimal design integrates the supplier selection together with the facility location and capacity problem. We provide a new framework to obtain the relative regret limit, which is critical in the robust supply chain design but is assumed to be a known value in the existing literature. We obtain lower and upper bounds for relative regret limit and obtain a sequence of optimal solutions for series relative regret limits between the upper and lower bounds. An algorithm for p‐robust supply chain network design is provided. A series of numerical examples are designed to find the properties of the bottleneck scenarios. A scenario with low probability and a low optimal objective function value for the scenario has a greater chance of being a bottleneck. To focus only on the influence from the relative regret, we also introduce three separate new objective functions in p‐robust design. The proposed new theories and approaches provide a sequence of options for decision makers to reduce the marketing risks effectively in supply chain network design.     

The new marketing—Developing long-term interactive relationships

This article places emphasis on relationships and interaction in marketing, an emphasis which has developed out of new theories of services marketing and industrial marketing and also out of practical experience. Building and maintaining relationships have significant long-term implications and therefore affect the strategic and long-range planning of the firm's marketing. In the author's view, the present Marketing Concept, as it appears in research, textbooks and seminars, is unrealistic and needs to be replaced. One reason is its inability to absorb new developments in marketing and its rigid attachment to traditional consumer goods marketing. The conclusions can be seen as part of a progress report from an ongoing research project which aims at developing a New Marketing Concept, that draws both on theory and on the views of practitioners.     

SEPARATING MORAL HAZARD FROM ADVERSE SELECTION AND LEARNING IN AUTOMOBILE INSURANCE: LONGITUDINAL EVIDENCE FROM FRANCE

The identification of information problems in different markets is a challenging issue in the economic literature. In this paper, we study the identification of moral hazard from adverse selection and learning about risk within the context of a multi‐period dynamic model. We extend the model of Abbring, Chiappori, and Pinquet (2003, Journal of the European Economic Association, 1, 767–820) to include learning about risk and insurance coverage choice over time. We derive testable empirical implications for panel data. We then perform tests using longitudinal data from France during the period 1995–1997. We find evidence of moral hazard among a sub‐group of policyholders with less driving experience (less than 15 years). Policyholders with fewer than five years of experience have a combination of learning about risk and moral hazard, whereas no residual information problem is found for policyholders with more than 15 years of experience.     

PLANNING MAIL SURVEYS: A MANAGERIAL MODEL

Typically the market research manager faced with implementing a multiple-wave mail survey has certain requirements in terms of response rate, quality, and representativeness. The existing research literature provides some excellent insights into the effects of certain Wave 1 response stimuli. Unfortunately, very little research has been conducted on post-Wave 1 stimuli, and no research has been done on multiple-wave managerial strategy. The authors have developed a prototypic managerial planning model for evaluating various mail survey strategies over multiple-response waves. Subject Areas: Marketing Management and Marketing Research.     

Self‐Service Operations at Retail Stores: The Role of Inter‐Customer Interactions

Inter‐customer interactions are important to the operation of self‐services in retail settings. More specifically, when self‐service terminals are used as part of customers’ checkout processes in retail operations without the explicit involvement of retailers as the direct service providers, inter‐customer interactions become a significant managerial issue. In this article, we examine the impact of inter‐customer interactions at retail self‐service terminals on customers’ service quality perceptions and repeat purchase intentions at retail stores. We conduct a scenario‐based experimental design (N = 674) using a 2 × 2 factorial design in which inter‐customer interactions are divided into “positive” vs. “negative” and occur during the “waiting” or during the actual “transaction” stages of self‐services at a retail store. We use attribution theory to develop the hypotheses. The results demonstrate that, through their interactions, fellow customers can exert influences on a focal customer's quality perceptions and repeat purchasing intentions toward a retail store. Furthermore, these influences were impacted by how customers attribute blame or assign responsibility toward the retail store. Service operations managers should leverage these interactions by designing into self‐service settings the capacities and interfaces that are best suited for customers’ co‐production of their self‐service experiences.     

Impact of Value‐Added Service Features in e‐Retailing Processes: An Econometric Analysis of Web Site Functions

We examine the impact of three classes of Web site functions (foundational, customer‐centered, and value‐added) upon e‐retailer performance. Using secondary panel data for 2007–2009 on operating characteristics of over 600 e‐retailers, our econometric analysis finds that only the value‐added service functions are positively associated with changes in e‐retail sales revenues across time. We also observe a decreasing marginal impact of deploying additional value‐added service features. To account for possible alternate explanations, we control for firm‐ and time‐specific fixed effects, merchant types, merchandise categories, and order fulfillment strategies. By further decomposing e‐retail sales revenues into Web site traffic, conversion rate, and average order value, we find that Web site functions affect e‐retail sales revenues mainly through their impact on Web site traffic. Our investigation demonstrates the empirical research usefulness of the Voss conceptual e‐service sand cone model. Our results identify for managers where to focus ongoing e‐retailing system development efforts, yet suggest that focusing too many retailing capabilities on exploratory and experimental value‐added service features may backfire, potentially leading to worsening e‐retailer performance.     

In‐Store Experiments to Determine the Impact of Price on Sales

This paper describes an experimentation methodology to measure how demand varies with price and the results of its application at a toy retailer. The same product is assigned different price‐points in different store panels and the resulting sales are used to estimate a demand curve. We use a variant of the k‐median problem to form store panels that control for differences between stores and produce results that are representative of the entire chain. We use the estimated demand curve to find a price that maximizes profit. Our experiment yielded the unexpected result that demand increases with price in some cases. We present likely reasons for this finding from our discussions with retail managers. Our methodology can be used to analyze the effect of several marketing and promotional levers employed in a retail store besides pricing.     

A Design Theory Approach to Building Strategic Network‐Based Customer Service Systems*

Customer service is a key component of a firm's value proposition and a fundamental driver of differentiation and competitive advantage in nearly every industry. Moreover, the relentless coevolution of service opportunities with novel and more powerful information technologies has made this area exciting for academic researchers who can contribute to shaping the design and management of future customer service systems. We engage in interdisciplinary research—across information systems, marketing, and computer science—in order to contribute to the service design and service management literature. Grounded in the design‐science perspective, our study leverages marketing theory on the service‐dominant logic and recent findings pertaining to the evolution of customer service systems. Our theorizing culminates with the articulation of four design principles. These design principles underlie the emerging class of customer service systems that, we believe, will enable firms to better compete in an environment characterized by an increase in customer centricity and in customers' ability to self‐serve and dynamically assemble the components of solutions that fit their needs. In this environment, customers retain control over their transactional data, as well as the timing and mode of their interactions with firms, as they increasingly gravitate toward integrated complete customer solutions rather than single products or services. Guided by these design principles, we iterated through, and evaluated, two instantiations of the class of systems we propose, before outlining implications and directions for further cross‐disciplinary scholarly research.     

An Information‐Processing Approach for Evaluating In‐Store Retail Operational Design Strategies

We develop a model to evaluate retail store operational design strategies using an information‐processing perspective of organizational design. We propose that three model constructs pertaining to in‐store shopper task uncertainty—the product mix complexity, the service production complexity, and the product mix changeover—create shopper encounter information requirements (IR). These requirements can be met using specific retail service operational design choices for managing shopper encounters, namely, designing layouts for self‐service (SS) and providing employees with task empowerment (TE). The model is then operationalized using a two‐stage approach to develop new multi‐item, measurement scales. The psychometric properties and predictive validity of the scales and model are then confirmed by using structural equation modeling with survey data from 175 merchandise retail store managers. We find that our model can be generically applied across the retail industry to understand how shopper encounter IR motivate retailer store design choices and can be used to determine whether to design stores for SS or to provide store employees with TE. We then evaluate the efficacy of the studied store design choices on customer delivery satisfaction, and offer some suggestions for future research.     

中国医药保健卫生企业采用整合营销传播的战略线索

面对激烈的市场竞争,中国医药保健卫生企业要想立于不败之地,唯有探索发展战略的线索。只有保证核心力量,才可能从容应对各种考验和挑战。为此,本研究在整合营销传播理论基础上提出一些中国医药保健卫生企业的战略思路。本研究由四部分构成:第一部分是整合营销传播理论的介绍;第二部分是中国医药保健卫生企业的整合营销传播战略分析;第三部分是中国医药保健卫生企业整合营销传播战略模型的设计;第四部分是结论与发展方向。     

Consumer Attitudes Revisited: A Review of Attitude Theory in Marketing Research

Few concepts in the marketing literature have proliferated like the concept of attitude. However, a closer look at studies investigating attitudes as consumers' responses to marketing efforts reveals a considerable diversity in perspectives about the concept of attitude and its formation. Attitudes are considered either relatively stable object–associations, or temporarily constructed evaluations, which are formed through memory (cognitive)‐based information processing or contextual and affect‐based information processing. The current paper discusses and organizes these different theoretical viewpoints on what attitudes are and how they are formed. By approaching the topic through an integrative lens, the paper provides a solid conceptual foundation and roadmap for marketing researchers.     

Optimal Inventory Control with Retail Pre‐Packs

A pre‐pack is a collection of items used in retail distribution. By grouping multiple units of one or more stock keeping units (SKU), distribution and handling costs can be reduced; however, ordering flexibility at the retail outlet is limited. This paper studies an inventory system at a retail level where both pre‐packs and individual items (at additional handling cost) can be ordered. For a single‐SKU, single‐period problem, we show that the optimal policy is to order into a “band” with as few individual units as possible. For the multi‐period problem with modular demand, the band policy is still optimal, and the steady‐state distribution of the target inventory position possesses a semi‐uniform structure, which greatly facilitates the computation of optimal policies and approximations under general demand. For the multi‐SKU case, the optimal policy has a generalized band structure. Our numerical results show that pre‐pack use is beneficial when facing stable and complementary demands, and substantial handling savings at the distribution center. The cost premium of using simple policies, such as strict base‐stock and batch‐ordering (pre‐packs only), can be substantial for medium parameter ranges.     

Diskussionslinien der Entrepreneurial Marketing-Forschung: Ergebnisse einer Zitationsanalyse

Entrepreneurial Marketing (EM) is a research field that grows dynamically and that seems to be heterogeneous. Heterogeneity of a research field exacerbates the orientation in and the advancement of the field. Therefore, this article strives to inventarize the EM-literature and thereby to identify key discussion lines of EM research.Based on a comprehensive literature analysis, we first outline the history of EM research, and identify core authors and core journal Based on a citation analysis of 199 EM papers with a total of 6,222 references and an ensuing expert evaluation, we identify four key discussion lines: (1) theoretical foundations, (2) entrepreneurship-marketing interface, (3) new venture- and SME-marketing, and (4) EM in the sense of innovative, proactive and risk-oriented marketing. These four discussion lines and the respective literature constitute a framework for the advancement of EM research.     

Editorial: The Future of Writing and Reviewing for IJMR

In this editorial, the co‐editors‐in‐chief undertake a number of tasks related to International Journal of Management Reviews (IJMR). They begin by reviewing the objectives set out by Macpherson and Jones in their 2010 editorial (IJMR, 12, pp. 107–113). The benefits of publishing in IJMR for scholars at various stages of their careers are then discussed. The section outlining the progress of IJMR over the last four years sets out the main reasons why so many papers are desk rejected by the co‐editors. The main criteria for writing an analytical literature review of the type that the editors aspire to publish in the Journal are then discussed. The objectives are not simply to reduce the number of desk rejects, but also to encourage authors to be more ambitious and innovative in their approaches to reviews of the literature.     

Emergence of Industries: A Review and Future Directions

This paper reviews the literature on the emergence of industries and the theoretical and methodological approaches employed. The analysis reveals that industry emergence can be depicted as a three‐stage process. In the first, initial stage, a disruption to the existing industrial order triggers the second, the co‐evolutionary stage, which includes four sub‐processes related to developments in technology, markets, activity networks and industry identity. The convergence of these sub‐processes leads to the third stage, a growth stage and the birth of a new industry. While these three stages and the four sub‐processes are well covered in the literature, the authors find that there is a lack of understanding in terms of the transitions between the stages, the interactions and interdependencies between sub‐processes and moderating factors of industry emergence. Future research can bridge these gaps by exploring the different origins and initial conditions of industries, the processes and interactions in the earliest stages of industry emergence, and the role of facilitating and managing industry emergence. This implies a shift in the research focus from the industries that have emerged to the nascent processes of emergence.     

Quantitative Risk Assessment of Human Salmonellosis in Canadian Broiler Chicken Breast from Retail to Consumption

The current quantitative risk assessment model followed the framework proposed by the Codex Alimentarius to provide an estimate of the risk of human salmonellosis due to consumption of chicken breasts which were bought from Canadian retail stores and prepared in Canadian domestic kitchens. The model simulated the level of Salmonella contamination on chicken breasts throughout the retail‐to‐table pathway. The model used Canadian input parameter values, where available, to represent risk of salmonellosis. From retail until consumption, changes in the concentration of Salmonella on each chicken breast were modeled using equations for growth and inactivation. The model predicted an average of 318 cases of salmonellosis per 100,000 consumers per year. Potential reasons for this overestimation were discussed. A sensitivity analysis showed that concentration of Salmonella on chicken breasts at retail and food hygienic practices in private kitchens such as cross‐contamination due to not washing cutting boards (or utensils) and hands after handling raw meat along with inadequate cooking contributed most significantly to the risk of human salmonellosis. The outcome from this model emphasizes that responsibility for protection from Salmonella hazard on chicken breasts is a shared responsibility. Data needed for a comprehensive Canadian Salmonella risk assessment were identified for future research.     

Structured expert elicitation about Listeria monocytogenes cross-contamination in the environment of retail deli operations in the United States

Listeria monocytogenes is among the foodborne pathogens with the highest death toll in the United States. Ready‐to‐eat foods contaminated at retail are an important source of infection. Environmental sites in retail deli operations can be contaminated. However, commonly contaminated sites are unlikely to come into direct contact with food and the public health relevance of environmental contamination has remained unclear. To identify environmental sites that may pose a considerable cross‐contamination risk, to elucidate potential transmission pathways, and to identify knowledge gaps, we performed a structured expert elicitation of 41 experts from state regulatory agencies and the food retail industry with practical experience in retail deli operations. Following the “Delphi” method, the elicitation was performed in three consecutive steps: questionnaire, review and discussion of results, second questionnaire. Hands and gloves were identified as important potential contamination sources. However, bacterial transfers to and from hands or gloves represented a major data gap. Experts agreed about transfer probabilities from cutting boards, scales, deli cases, and deli preparation sinks to product, and about transfer probabilities from floor drains, walk‐in cooler floors, and knife racks to food contact surfaces. Comparison of experts' opinions to observational data revealed a tendency among experts with certain demographic characteristics and professional opinions to overestimate prevalence. Experts’ votes clearly clustered into separate groups not defined by place of employment, even though industry experts may have been somewhat overrepresented in one cluster. Overall, our study demonstrates the value and caveats of expert elicitation to identify data gaps and prioritize research efforts.     

International Strategy and Knowledge Creation: The Advantage of Foreignness and Liability of Concentration

International business scholars increasingly emphasize regional strategies based on an optimal location of downstream sales. There has been less scholarly attention, however, to the relationship between international strategy and upstream knowledge creation including R&D. Building on contemporary strategic management theory and the knowledge‐based view we remedy this. The viability of home‐regional or bi‐regional strategies is based on common assumptions that imply negative consequences of distance and foreignness for downstream sales and marketing and benefits from agglomeration for upstream knowledge creation activities including R&D. In contrast, we propose that upstream knowledge creation, radical innovation in particular, rather gains from distance and foreignness and from being dispersed, suggesting the effectiveness of a global strategy. Based on the resource‐based view and recent research on the economics of strategic opportunities and competitive advantage, we provide theoretical explanations for this. We demonstrate how a global multinational corporation is uniquely equipped with knowledge extensity including heterogeneous social‐identity frames in multiple sub‐units. Thanks to arbitrage advantages between the sub‐units’ separate and often locally embedded knowledge, a global multinational corporation can address complex interdependences and interactions between knowledge sets required for knowledge creation. This suggests that maximum exploration capabilities are made possible by a global rather than a home‐regional or bi‐regional strategy.