Marketing’s contribution to business strategy: market orientation,relationship marketing and resource-advantage theory

Although overlooked to some degree by non-marketing disciplines, the discipline of marketing has contributed significantly to the body of knowledge on business strategy over the last two decades. This paper evaluates these contributions, examines how they complement dominant non-marketing theories of business strategy, and shows how marketing offers a generalized theory of competition that integrates the concepts of both marketing and non-marketing theories of business strategy.     

Managing Capital Market Reactions to Corporate Social Resposibility

Although overlooked to some degree by non-marketing disciplines, the discipline of marketing has contributed significantly to the body of knowledge on business strategy over the last two decades. This paper evaluates these contributions, examines how they complement dominant non-marketing theories of business strategy, and shows how marketing offers a generalized theory of competition that integrates the concepts of both marketing and non-marketing theories of business strategy.     

Marketing planning for colleges and universities

History proves that institutions of higher education have been notoriously slow in adapting to changes in their environments, especially in their student-markets' needs. It is time for them to employ the techniques of strategic marketing planning used by the business sector. With adjustments made for their nonprofit nature and without comprising their cultural responsibilities, institutions of higher education could clearly better serve their students, benefactors, and communities by developing an ongoing system of environmental analysis and by acting on the insight they gain. This article demonstrates how institutions of higher education can implement strategic marketing planning. Frequent references are made to actual situations.     

Reflections on customers’ primary role in markets

Technology developments have transformed the business landscape by accelerating connectivity, transparency and unpredictability. We argue that the most dramatic consequence is not the possibilities created for companies but rather the challenges that emerge as a result of customer behaviour undergoing fundamental changes. Technology transformation has paved the way for empowered customers who are increasingly influencing businesses and markets, and the challenge for practitioners and researchers alike is to make sense of the role of these customers in such business environments. These developments have yielded a need to revise companies’ business models and to innovate new offerings. In scholarly research on marketing, this need has become evident and, beyond suggesting new concepts, completely new marketing management perspectives have been proposed, and each has its own core assumptions and focus. Broader views have emerged, and these stress the applicability of these perspectives not only to the top-level management of businesses but also to any non-commercial organisation.In this article, we reflect on the customer-dominant logic (CDL) of marketing, which stresses the customer's primary role in business. As such, CDL differs from approaches that focus on the provider's perspective. The CDL approach is an expression of the research ideals and goals that are based on the Nordic School of Service Management. We argue that CDL is well aligned with emerging challenges in most markets, both established and nascent, and that it is more managerially relevant than many other perspectives. This is also in line with the recent calls for a soul of relevance for European management research (Chia, 2014; Hernes, 2014).     

Partnering with Russia's new entrepreneurs: Software tsarina olga kirova

This article focuses on a Russian woman entrepreneur who established a very successful software firm under license from an American software company. The case illustrates a productive and successful partnership between a Western company and a new Russian entrepreneur. Recent developments in Russian entrepreneurship are reviewed, and the selection of Russian entrepreneurs as business partners is evaluated. The American company is described briefly, followed by an in-depth discussion of its Russian partner and founder, Olga Kirova. Conclusions and interpretations are offered on choosing the right Russian partners, assessing their personal values, objectives and leadership skills, being a good Western business partner, and considering Russian women as business associates.     

Economic impact reports—Management controls for the 1980s

Modern management thinking has evolved according to the problems and opportunities encountered by business managers in their socio-economic environment. The radical changes of economic environment experienced by companies in Western Europe since the early 1970s have rendered many traditional management concepts obsolete or proved them inadequate. In economies where markets may be either growing, falling or oscillating, one major problem is that actual results often differ considerably from planned results. How much of this variance is due to what is going on in the economy at large and how much is due to company performance? A simple tool for controlling the organization in this situation is the monthly ‘economic impact report’, designed to subtract the effect of the economic environment from company performance in order to assess net performance in meeting marketing goals.     

Managing business portfolios in German companies

This study analyzes the behavior of top managers in managing their firms' business portfolios. A review of the existing literature provides a conceptual framework for a research design combining quantitative and qualitative techniques. Data were collected through interviews with 35 top managers of well-known German business firms and the findings of this study translated into guidelines for managers. The results suggest that successful top managers should be concerned with the social relationships and management processes within the corporate office, as well as with their use of management concepts in managing the business portfolio.     

Stakeholder Theory: The State of the Art

Abstract

For the last 30 years a growing number of scholars and practitioners have been experimenting with concepts and models that facilitate our understanding of the complexities of today’s business challenges. Among these, “stakeholder theory” or “stakeholder thinking” has emerged as a new narrative to understand and remedy three interconnected business problems—the problem of understanding how value is created and traded, the problem of connecting ethics and capitalism, and the problem of helping managers think about management such that the first two problems are addressed. In this article, we review the major uses and adaptations of stakeholder theory across a broad array of disciplines such as business ethics, corporate strategy, finance, accounting, management, and marketing. We also evaluate and suggest future directions in which research on stakeholder theory can continue to provide useful insights into the practice of sustainable and ethical value creation.     

信息与传播技术企业的竞争与营销战略

我们生活在信息社会,在这个新的时代,先进技术被迅速转化成高科技产品,因此越来越多与ICT相关的高科技产品已逐渐进入家庭、办公室和公共场所。ICT这种新的媒介在不远的将来将彻底改变公司管理顾客事务的方式。所以,努力获得ICT产业的竞争优势对任何国家的经济或企业来说都是非常重要的议题。虽然,在高科技对市场营销战略的影响的研究方面已经产生了一些理论成果,但是,现有的研究中还没有直接讨论高科技对市场营销战略和实践的影响。了解ICT企业独特的市场营销战略与实践是现今企业生存和发展的必要课题。     

Systems thinking and business process redesign: An application to the beer game

Managers are regrettably ignorant of the fact that their business organisations are ‘designable’. But recently, concepts such as business re-engineering and systems thinking, coupled with advances in methods of quantifying business systems, have enabled managers to scrutinise their business systems afresh.Ann van Ackere, Erik Reimer Larsen and John Morecroft use a well-known logistical system — the ‘beer game’ — to illustrate these re-engineering concepts and tools in a multi-stage production and distribution system involving a single brand of beer. This business game raises the fundamental question of why it is so difficult to match shipments and factory production to consumer demand.The authors conclude that such re-design concepts and tools can be applied successfully to full-scale business problems. Systems thinking, modelling and continuous time simulation can provide the framework for carrying the design process from mapping all the way through to redesign. The most effective CEOs of the future will be those who are competent to create corporate design in which employees are allowed to succeed.     

Corporate product planning: A vector analysis approach

This article presents one approach for reviewing corporate product decisions using vector analysis. Vector analysis is a relatively little used technique in business; however, it is helpful in dealing with marketing problems involving more than two major variables. This technique is especially useful to marketing executives since it can provide information for allocating resources to each brand in the product line.The companies in which this technique may be applied share certain characteristics: all have multi-products which are substitutable and distributed nationally; all depend on marketing as an important part of their operations and all use marketing research on a regular basis.     

An actor-network perspective on business models: How ‘Being Responsible’ led to incremental but pervasive change

Business models have been studied as organizational value logics, which manifest in the states of cognition, artefacts, and activities. There is no conceptual perspective integrating all three of these states yet. In response, this paper develops a conceptual scaffold of an actor-network perspective: Value logics become programs of action as they are embodied in human actors’ cognition and inscribed into artefacts, forming actor networks that enact business model activity systems. An in depth case study of The Company (anonymized) and of its corporate responsibility initiative ‘Being Responsible’ illustrates the empirical application of this perspective. An analysis of 104 interviews with 72 individuals shows how The Company's business model was enacted by a network of human and nonhuman actors. The Being-Responsible artefact engaged in translation through which it enrolled business model actors to enact a responsibility logic in addition to their commercial logic. This changed the business model incrementally, but pervasively. The paper contributes (1) an integration of existing theory on business model logics manifesting cognition, artefacts, and activities in an actor-network perspective, (2) an extension of research on artefacts, exploring their agency when not explicitly related to the business model; and (3) the development of substantive theory that explains incremental, pervasive business model change through distributed processes of translation. The translation perspective also holds promise for explaining the dynamics of business model creation, maintenance, and radical business model change.     

Marketing Theory Matters

There have been concerns about the slow pace of theory development inside and outside of marketing for a number of years. Rarely have some of the possible reasons for this lack of development been considered, or an assessment of the ways in which a more theoretically driven focus might emerge been discussed. This paper addresses these gaps in the current debate. Potential difficulties have emerged as a result of a lack of theorists, lack of theory courses, business school strategies and misguided perceptions of practitioner-oriented research amongst other things. Suggestions for future action to drive a more theoretically driven marketing are proposed.     

Is the internet changing the dominant logic of marketing?

The marketplace has rapidly moved into the marketspace. Many companies are rushing to be present without a comprehensive strategy or without a real idea of what can or cannot be done. One of the reasons is that a paradigm shift in marketing and information technology is taking place. Moreover, the concept of a product is becoming information-based, distribution is no longer necessarily physical. Understanding the true meaning of market orientation or customer orientation becomes a key to success.We will study the changes in the meaning of two basic concepts: marketing and the product, which we view as the dominant logic of marketing. We will examine two existing models for understanding the product on the Web. Finally, we will exemplify our arguments with a product, Yritystele, which is a business-to business catalogue, that is now available as a CD-ROM (Yritystele PLUS), and on the Internet (www.yritystele.fi).     

Notwendigkeit,Ziele und Inhalte einer Ethik-Ausbildung in der Betriebswirtschaftslehre

Although business administration scholars in German-speaking countries increasingly engage in business ethics research, their business schools have so far not systematically included ethics related contents into their standard curricula. Based on an understanding of business administration as an applied discipline that should not shun the scientific discussion of normative statements, this article argues that our field needs to address ethical questions not only in research but also in teaching. The subsequent analysis addresses aims, contents, and methods of teaching business ethics in higher education. Rather than teaching students ‘moral truths’, the main aim of business ethics education is seen in providing students with a variety of theories, concepts, and tools that are able to support them in ethical decision processes, which they are likely to encounter in their management careers.     

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.     

企业营销道德水准测试的指标体系及评价方法研究

本文是“企业营销道德水准测试及评价系统”课题的前期研究成果。作者首先通过探测性调研确定了影响营销道德水准评价的企业营销行为,并在定量调研基础上将其归并为七个评价营销道德水准的维度,同样还根据定量调研的结果确定了企业营销道德水准的测评方法,为营销道德水准测试与评价系统的建立构筑了重要基础。     

Constructing a market domain model for start-up software technology companies: A case study

The market for a complex technology product is sometimes called reference business because references are emphasized by corporate customers. A first customer reference is especially important for a start-up technology company attempting to enter the business-to-business market with complex products. Topics relating to customer references have received scant attention from scholars although they embed substantial business relevance. This case study concentrates on evaluating concepts that are central to customer references from the viewpoint of the start-up technology companies. Of concepts prevalent in current literature, those concerning the use of the first customer references, in particular, form an inadequate base for research and are often vague. The purpose here is to introduce a domain model that describes the key concepts and the relationships between them concerning the focus of this present article. The domain modeling technique is a well-known and widely used tool for defining concepts for large-scale information systems. Domain modeling increases understanding of the present problem domain by structuring knowledge into classes, attributes, and relations. This case study approaches the identification of concepts via an illustrative example from software business. Previously known concepts, close to the topic of this present article, are then re-evaluated based on our literature review. Redefinitions of the customer reference and related concepts are introduced.     

Location still matters! How does geographic configuration influence the performance-enhancing advantages of FDI spillovers?

Although many studies on FDI spillovers either implicitly or explicitly consider the firm as a single-location entity, most countries are dominated by multi-location business groups that consist of several affiliates. Business groups and their affiliates operate in different subnational regions and vary in their responsibilities (i.e., research and development, manufacturing, and marketing & sales) as well as in their ability to coordinate internally and minimize spatial transaction costs. We argue that such variations in turn affect the ability of business groups to benefit from intra- and inter-regional FDI spillovers. We advance prior research by examining how the effects of FDI spillovers on the performance of indigenous business groups in China are influenced by 1) the location and the geographic dispersion of their portfolios of affiliates and 2) the responsibility of each affiliate. Our analysis shows that the geographic dispersion of business groups has a profound effect on how much they benefit from FDI spillovers. It also shows that business groups are particularly effective in exploiting FDI spillovers through affiliates with marketing & sales responsibilities, while affiliates with other responsibilities are not effective in doing so.