bluuebunny/crossref_metadata_2025 huggingface dataset:
Issues of intellectual property
Authors: Hannabuss Stuart
Published: July 2002

Discusses current issues in intellectual property, including the interpretation of legal and professional guidelines, and suggests that, in this fast‐moving and internationally‐aware field, professional information staff appear to have to balance increasing pressures to obey and impose the law or the licence, on the one hand, with a post‐modern customer ethic, on the other. Implications for teaching information law and ethics are explored.
The new British Library: first anniversary
Authors: Smith Bart
Published: July 2002

The British Library’s new home has generated a huge amount of interest since it first opened in autumn 1997. The article describes the new library, its history and gives readers a feel for the building, its reading rooms and facilities for the public.
Trends in publishing and delivery of electronic information
Authors: Subba Rao Siriginidi
Published: July 2002

Presents briefly the publishing activities and the impact of new technologies on the publishing and delivery of electronic information. Highlights the hybrid solutions, namely online launch, information augmentation, information supplementation and update, delivery, ways and means of accessing through online services from commercial companies and publishers. The paper discusses Internet, magnetic media, fax on demand, and personal digital libraries or intelligent Internet terminals. Concludes with publishing information transforming into media production, the need for laws on intellectual property to become global, and the term subscription replacing the term licensing.
Corporate information security management
Authors: Mitchell Ruth C. , Marcella Rita , Baxter Graeme
Published: July 2002

To ensure business continuity the security of corporate information is extremely important. Previous studies have shown that corporate information is vulnerable to security attacks. Companies are losing money through security breaches. This paper describes an MSc project that aimed to investigate the issues surrounding corporate information security management. Postal questionnaires and telephone interviews were used. Findings indicate that companies are not proactively tackling information security management and thus are not prepared for security incidents when they occur. Reasons for this lack of action include: awareness of information security threats is restricted; management and awareness of information security is concentrated around the IT department; electronic information is viewed as an intangible business asset; potential security risks of Internet access have not been fully assessed; and surveyed companies have not yet encountered security problems, and therefore are unprepared to invest in security measures. The recommendations include that companies: carry out a formal risk analysis; move information security management from being an IT‐centric function; and alter perceptions towards electronic information so that information is viewed as a valuable corporate asset.
Info Alert Facility for Research (IAFR): an Indian attempt
Authors: Jeevan V.K.J.
Published: July 2002

Awareness of the latest publications is vital for science and technology research and, in inter‐ and intra‐disciplinary research coupled with the so‐called information explosion, coping with current information is a tedious process. Library and information professionals are resorting to refining old techniques to effectively serve their clients in this critical exercise. This paper demonstrates how the time‐tested techniques of selective dissemination of information is suitably modified and delivery is made electronically to generate current information lists for faculty at the Indian Institute of Technology, Kharagpur.
Decomposing the effects of market knowledge competence in new product export
Authors: Li Tiger , Tamer Cavusgil S.
Published: July 2002

Although the importance of market knowledge competence (MKC) in new product export is assumed in the literature, its effects are not empirically tested due to an insufficient understanding of its dimensionality. This research presents a multidimensional framework of MKC in new product export. The authors further test the model using data collected from the software companies that export from North America to the global markets. The findings reveal that a multidimensional model of MKC provides a more adequate explanation of new product outcomes than a unidimensional model. The results regarding the MKC components indicate that each component of MKC exerts a positive impact on new product advantage and market performance in host countries.
An analysis of role adoptions and scripts during customer‐to‐customer encounters
Authors: Parker Cathy , Ward Philippa
Published: July 2002

Focuses on customer‐to‐customer interaction between strangers. It begins by reviewing the literature in the field and establishing a number of roles that customers may play while participating in this type of interaction. The study then goes on to measure the frequency of interaction and the propensity of 467 garden centre customers to adopt the roles identified by the literature (namely helpseeker and help providers). From analysis of their responses the authors are able to produce typical role scripts associated with each of the roles identified. These will help those interested in managing and facilitating these potentially valuable interactions and give some structure for future research in the area.
Commentary
Authors: Thomas Michael J.
Published: July 2002

Machiavelli is too often and quite wrongly impugned. Rather than being the master of intrigue, he should be valued as the first political scientist. He deduced what brought political success. The gist of his advice to the Prince is that loyalty, winning it, inculcating it, is the key to success. The paper will attempt to show why loyalty is the key to success in marketing, and that capitalism will fail unless it retains the loyalty of customers and of its many potential stakeholders.
Structuring the marketing function in complex professional service organizations
Authors: Laing Angus W. , McKee Lorna
Published: July 2002

The organization of the corporate marketing function has attracted increasing attention from marketers in the 1990s. This reflects both the significant conceptual developments in marketing theory and a questioning of the role of the centralized marketing department to organizations operating in post‐industrial service economies. Drawing on data from a broader research project into marketing activity in the acute health care sector in the United Kingdom, the paper examines the organizational solutions adopted by self‐governing hospitals in managing the marketing function. The core theme to emerge from the research is the imperative for such professional service organizations to facilitate the development of flexible, project focused marketing teams, effectively mirroring the notion of the buying centre, capable of integrating core technical professionals directly into the marketing process. Coupled to this is the notion of marketing professionals having to abdicate ownership, and even dominance, of the corporate marketing process.
The impact of self‐monitoring on image congruence and product/brand evaluation
Authors: Hogg Margaret K. , Cox Alastair J. , Keeling Kathy
Published: July 2002

The relationship between self‐image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on product/brand evaluation and choice; however many studies report inconclusive findings about this relationship. A conceptual model is developed which links a function of attitudes – as the pursuit and maintenance of self‐esteem and self‐identity – to the public and private contexts of self‐concepts; and the subsequent intrinsic and extrinsic congruence between brand evaluation and choice. In this exploratory study the Self‐Monitoring Scale is used to explore the link between the social and psychological determinants of self‐presentation in the pursuit of self‐esteem and maintenance of self‐identity, and to inform the examination of the relationship between self‐concept and product symbolism. Findings from the qualitative and quantitative stages of a study of the UK alcoholic soft drinks market are presented. There were distinct differences between the self‐monitoring groups when the interpretation of specific brand images was investigated. The results provided empirical support for viewing the self as a divisible entity. The implications for marketing practice are discussed.
Strategic market behaviour in the internationalization of food retailing – Interpreting the third wave of Sainsbury’s US diversification
Authors: Wrigley Neil
Published: July 2002

A two‐component framework for strategic marketing research, focused on the corporate level and the business‐unit level, to structure an interpretation of the strategic dimensions of the acquisition in November 1998 of Star Markets, a Boston, USA‐based food retail chain, by J. Sainsbury plc the UK’s second largest food retailer. Set within a broader context of the wave of acquisition‐driven consolidation rapidly transforming the US food retail industry during the late 1990s, the paper considers the extent to which the acquisition of Star Markets represented a strategic fit with Sainsbury’s existing US business, the alternative strategies available to the company at the time of the acquisition, and the resulting strategic centrality of the US business to Sainsbury’s corporate future. Focuses on the highly contested nature of the retail internationalization process and issues of sustaining international expansion during periods of retrenchment and strategic reassessment. Highlights the tensions which can be created within the portfolio of business units of a large multidivisional firm during the internationalization process, and the stresses in the relationship between management and the capital markets which can develop if the internationalization process is perceived, correctly or incorrectly, to threaten the strategic credibility of the firm.
Retail power, competition and local consumer choice in the UK grocery sector
Authors: Clarke Ian
Published: July 2002

Focuses on the changing nature of retail competition and the way it affects local consumer choice in the UK grocery sector. Integrates relevant literature on the economic aspects of competition with work on the changing corporate geographies of retailers. Links vertical market power (relative to suppliers) and multiple retailers’ ability to compete horizontally (relative to other retailers) in a given trading locality, and argues that this interaction has fundamentally altered the nature of competition. The increase in retail power that has resulted has served to redefine local consumer choice. Smaller retailers are disadvantaged by this shift because it has directly affected the store and product choices of consumer groups depending on their relative mobility. Argues for empirical work to ground and validate these assertions.
Development of market orientation and competitiveness of Ukrainian firms
Authors: Akimova Irina
Published: July 2002

Recent studies have reflected the need to investigate the development of market orientation in the transitional economies under conditions of economic decline and great systemic change. However, the relationship between the level of market orientation and firm’s competitiveness in a turbulent environment has not been analysed. Personal interviews conducted with 221 managers of Ukrainian enterprises provided data to investigate the level of the development of market orientation and competitiveness. Managers’ attitudes toward marketing are used to create a typology of marketing approaches in the Ukraine. Competitiveness is measured as a multi‐dimensional concept using variables of organisational adaptability to the changes in business environment, advantages across the marketing mix and performance indicators as the dimensions. The results of the study suggest that the level of a firm’s competitiveness in the turbulent environment of a transitional economy is associated with the level of the development of market orientation.
The construct “lifestyle” in market segmentation
Authors: González Ana M. , Bello Laurentino
Published: July 2002

The swift and wide‐ranging changes that present‐day society is undergoing are leading to an increasing personalization in consumer behaviour patterns. These are increasingly less well explained by socio‐demographic and economic criteria. This effect seems to be particularly well reflected in tourism. As one of the chief characteristics of this market is its heterogeneity, there is a need to include other variables, such as lifestyle, in order to segment it more adequately. This would permit a greater depth of knowledge of the variables influencing tourist behaviours, rendering them accessible to businesses, which could thus better satisfy tourists’ needs and wants by matching the services they offer more efficiently to them. Defines the construct “lifestyle” based on the activities, interests and opinions approach. Offers in addition certain innovations of scholarly interest, but also of practical use for business. Although this variable is not a brand‐new concept, it is still being actively researched.
The Influence of Environmental Change on the Marketing
Practices of Building Societies
Authors: Edgett Scott , Thwaites Des
Published: July 2002

The marketing environment for the financial services industry in
the UK is experiencing a period of rapid change. How building societies
are preparing to meet the demands of the 1990s is shown by examining the
level to which the marketing concept has been adopted, and the extent to
which various marketing techniques are being used. Based on empirical
findings, it was determined that major differences exist among building
societies in their approaches to marketing. This is particularly evident
in comparisons between larger and smaller societies.
Constituent Analysis: A Paradigm for Marketing
Effectiveness in the Not‐for‐profit Organisation
Authors: Gwin John M.
Published: July 2002

Not‐for‐profit organisations have a much more complicated and less
formal relationship with the various constituent groups they serve than
do for‐profit organisations. As a result, the not‐for‐profit
organisation must carefully analyse the needs and requirements of each
of its constituent groups and develop individual strategies for
responding to those needs. A paradigm for that analysis is proposed in
this article.
Idea Generation: Identifying the Most Useful Techniques
Authors: Sowrey Trevor
Published: July 2002

The effectiveness of a new product development programme depends on
the quality of the ideas that are produced. Yet, in spite of its
importance, many companies do not pay enough attention to the idea
generation stage in their development programmes. One factor that may
have helped bring about this situation is the fact that the topic of
idea generation has not been featured in the marketing literature as
much as the other stages in the development process. Not only have the
techniques for idea generation been insufficiently described but there
have been few research studies that have attempted to evaluate the
techniques. Four such studies are examined in order to guide managers in
their choice of techniques for their own idea generation systems.
International versus Domestic Marketing: Four Conceptual
Perspectives
Authors: Perry Anne C.
Published: July 2002

International marketing can be conceptualised in terms of: (1) an
extension of domestic marketing, (2) a collection of national
marketings, (3) a manifestation of generic marketing, and (4) global
marketing as the product of a new international integrative order. These
concepts are expanded and updated.
A Stakeholder Approach to Marketing Management Using the
Value Exchange Models
Authors: Lee Miller Richard , Lewis William F.
Published: July 2002

The stakeholder approach and two value exchange models are offered
as tools to assist market managers to strategically manage the marketing
function. The stakeholder concept is introduced to aid in identifying
all of the constituents and other stakeholders of marketing, both
internal and external, and to more completely recognise the various
stakes involved. The Corporate Value Exchange Model provides the means
for integrating and quantitatively measuring the most important direct
value exchange relationships with the constituents and/or indirectly
among them; and the Individual Value Exchange Model is suggested for use
in analysing interpersonal and other one‐on‐one value exchange
relationships.
European Marketing and Distribution in the 1990s: The Case
of the Machine Tool Industry in the UK
Authors: Jones Marian , Wheeler Colin , Young Stephen
Published: July 2002

Provides results from a postal survey of machine tool importers in
the UK, designed to research trends in importing and marketing in the
industry in the light of environmental factors such as EC integration,
the integration of machine tool systems and competitive pressures. The
results indicate a growth in the number of sales subsidiaries as
compared with distributors or agents as manufacturers seek to get closer
to the final customer. Importers′ involvement in proactive pre‐sale
activities is, however, more limited than would be expected from the
evolution of the industry. The likelihood of distributor reorganization
at a European level is recognized by importers, but the extent and pace
of change has perhaps been underestimated.
Understanding the Role of Export Marketing Assistance:
Empirical Evidence and Research Needs
Authors: Diamantopoulos A. , Schlegelmilch B.B. , Katy Tse K.Y.
Published: July 2002

Uses a response‐hierarchy approach as an integrative framework for
a review of key issues and research in the field of export assistance.
Following a discussion of the concept and role of export assistance,
proposes a framework depicting a company′s adoption and evaluation of
export assistance services and subsequently uses this as a basis for a
discussion of empirical findings. Concurrently, emphasis is placed on
associated methodological problems and the development of future
research directions.
Managerial Perceptions of the Demand Curve: Evidence from a
Multiproduct Firm
Authors: Diamantopoulos A. , Mathews Brian P.
Published: July 2002

Examines executives′ perceptions of the demand curve in the context
of a multiproduct firm. Cluster analysis is used to develop an
empirically‐based demand curve typology and relate it to various
descriptors of the market environment. Examines the theoretical and
managerial implications of the derived typology and identifies future
research avenues.
Market Exchange, Social Structures and Time
Authors: Easton Geoff , Araujo Luis
Published: July 2002

Two important, although neglected, dimensions of market exchange are the
temporal and the social. Exchanges, particularly those between
organizations, may be thought of as embedded in a social framework which
rewards continuity. Similarly exchanges between the same entities which
recur over time take on a different character from those which are
instantaneous and atomistic. Such patterns of exchange create a
framework, of among other things, expectations, trust, adaptations and
investments which can be said to comprise the elements of a
relationship. Addresses the many reasons why individuals, but especially
organizations, choose to give up freedom of choice and the open market
for the confines of a stable and long‐term relationship. Where such
relationships exist they provide a measure of continuity in the workings
of markets. This, in turn, gives rise to enduring structures which have
been labelled industrial networks. Such structures provide an important
framework for exchanges within a market since they introduce
interdependence and stability into the system. Markets are thus
networks of connected exchange relationships, among individuals and
organizations, located in time and space, and whose identity is both the
product and the outcome of these exchange patterns.
The Role Matrix: A Diagnostic Test of Marketing Health
Authors: Spillard Peter , Moriarty Matthew , Woodthorpe John
Published: July 2002

An essential component of the marketing audit of an enterprise is the
quality of the organization itself. Without an effective structure for
planning, selecting, executing and controlling marketing decisions there
is a risk that competitive advantage is sacrificed. Outlines a new
method for analysing the structure of marketing decision making within a
business enterprise. Describes in detail the technique called the role
matrix and its application. Provides guidelines for carrying out the
research successfully. The results of an investigation within one
particular firm are then displayed, analysed and interpreted. Finally,
gives information about the ways in which the findings were actually
used to encourage change in the way the enterprise was structured to
make it more market‐led.
An Empirical Study of the Scientific Styles of Marketing Academics
Authors: Meng Leong Siew , Sheth Jagdish N. , Tiong Tan Chin
Published: July 2002

Reports the results of a survey of scientific styles based on a survey
of 249 marketing academics. Most respondents did not exhibit personality
types associated with analytical scientists, although they most strongly
endorsed the research values and attitudes associated with this style. A
greater proportion of senior marketing academics had the
sensing‐thinking personality type associated with analytical scientists
than had junior marketing faculty.
Successful and Unsuccessful Exporters from Developing Countries:
Authors: Das Mallika
Published: July 2002

Past research has identified several organizational, managerial,
relationship‐related and external variables as playing a role in
determining the success or failure of a firm′s export marketing
activities. However, most of this research has been conducted using
samples from the developed world. Attempts to differentiate between
successful and unsuccessful exporters from a developing country.
Findings indicate that characteristics of the industry, nature of the
product (industrial/consumer), destination of exports and managerial
variables are significant discriminators of success in a
developing‐country context.
Using Neural Network Analysis to Evaluate Buyer‐Seller Relationships
Authors: Wray Barry , Palmer Adrian , Bejou David
Published: July 2002

Conceptual arguments favouring a relational rather than a transactional
approach to the study of buyer‐seller relationships are now well
understood. However, attempts to quantify the factors contributing
towards relationship quality have been held back by the complexity of
the underlying factors and their interrelatedness. Traditional
regression techniques are not effective in analysing data with high
levels of multi‐collinearity and missing information, typical in many
studies of buyer behaviour. Makes use of a relatively new technique
– neural network analysis – to try to quantify the factors contributing to
buyer‐seller relationship quality. The technique uses a
statistically‐based learning procedure modelled on the workings of the
human brain which quantifies the relationship between input and output
variables through an intermediate “hidden” variable level analogous to the
brain. For this study, a neural network was developed with two outcome
components of relationship quality (relationship satisfaction and
trust), and five input antecedents (the salesperson′s sales orientation,
customer orientation, expertise, ethics and the relationship′s
duration). In a comparison of multiple regression and neural network
techniques, the latter was found to give statistically more significant
outcomes. New applications within marketing for neural network analysis
are being found. Contributes towards the development of the technique
and suggests a number of further possible applications.
Organizational Buyers as Workers: The Key to Their Behaviour?
Authors: Draper Alan
Published: July 2002

Examines the behaviour of organizational buyers. Argues that this is
largely the result of the intended and unintended consequences of
attempts by their organizational seniors to control them. Examines the
outcomes of four different types of control practice together with the
clues which tend to show which practice is dominant in a particular
setting. Makes some tentative suggestions for the marketing strategy and
tactics of each of the different control practices. Concludes with a
particular plea for sensitiveness to the unintended consequences of
control processes, whether due to buyers′ failure to grasp the
intentions of their controllers or buyers acting with regard to their
own self‐interest.
Assessing the Innovativeness of Organizations and its Antecedents:
Project Innovstrat
Authors: Avlonitis George J. , Kouremenos Athanassios , Tzokas Nicos
Published: July 2002

Presents research which: introduces a new multidimensional concept of
the innovativeness of organizations; develops an approach for its
measurement involving a cross‐section of innovations adopted by multiple
organizations in multiple industries; identifies different economic,
organizational/managerial, industry specific and
governmental/legislation and infrastructure factors which influence the
various dimensions of the innovativeness of organizations; and suggests
how this alternative approach can be used for the better understanding
of the concept of the innovativeness of organizations and its applied
context within the marketing discipline.
The impact of economic liberalization on marketing practices in the
People′s Republic of China
Authors: Deng Shengliang , Dart Jack
Published: July 2002

China′s ambitious economic reforms, which began in the late 1970s,
were designed to revitalize existing enterprises. As part of this
reform, various Western marketing practices were introduced into the
economy. Since the current Chinese economic system is a hybrid,
combining elements from both planned and market economies, the role of
marketing in this setting may be quite different from that in Western
countries. Through an analysis of empirical data collected from 282
Chinese enterprises, explores the adoption and nature of marketing
practices among Chinese enterprises and the extent to which they differ
between the state‐owned and collective/privately owned enterprises;
between enterprises in the coastal cities and inland cities; and between
small and large enterprises.
Soliciting unsolicited export orders
Authors: Liang Neng
Published: July 2002

Traditionally, researchers have relied on the “rational
choice” paradigm in studying organizational buying behaviour.
Shows that such reliance is inappropriate in the international setting.
By integrating insights from four theoretical perspectives that break
out of the rational choice model, ventures 14 propositions of importer
behaviour that shed useful light on the complex and messy process of
overseas vendor search. Also discusses managerial implications and
directions for further research.
Comparison of country of origin effects on household and
organizational buyers′ product perceptions
Authors: Ahmed Sadrudin A. , d′Astous Alain
Published: July 2002

Presents the results of a study in which judgement of quality and
purchase value of three different product categories were obtained from
173 purchasing managers and 190 household consumers. The products varied
according to the country where they were designed, the country where
they were assembled, their brand name, their price and their warranty.
In addition, the respondents rated 13 developed and newly
industrializing countries by their capacity to design and assemble
products in general. Indicates that the respondents′ perceptions of
newly industrializing countries are more negative than their perceptions
of developed countries. However, when additional information concerning
the product′s brand name, price and warranty is available, their
perceptual differences between developed and newly industrializing
countries are considerably reduced. Shows significant differences
between household and organizational buyers in the relative importance
given to country‐of‐origin and other product cues. Discusses strategic
implications of these findings for global marketing.
The theoretical and philosophical underpinnings of relationship marketing
Authors: Aijo Toivo S.
Published: July 2002

Discusses the theoretical and philosophical underpinnings of relationship marketing (RM) to show that RM is but one, albeit perhaps a major, manifestation of the ongoing paradigm shift in business and marketing. The rapid revolutionary changes in the economic and technological environment of business (such as the information revolution) made simultaneously both possible and necessary the changes that can be summarized as a fundamental paradigm shift. Further, it can be argued that this paradigm shift itself is a logical end result of two phenomena: the perennial quest to get closer to the customer and the ever widening scope of business and marketing towards a holistic view of the processes. The external and internal forces that led to the paradigm shift in business and marketing were manifested early in service marketing for natural reasons. Thus it is understandable that the concept of RM was first conceived of in service marketing but it is by no means limited to it. The parallel development in business is often labelled partnering (strategic alliances and partnerships).
Negotiation differences between two diverse cultures
Authors: Mintu‐Wimsatt Alma , Gassenheimer Jule B.
Published: July 2002

Describes an investigation into the individual, organization, and demographic‐related ante‐cedents to industrial negotiation encounters in two culturally diverse countries. Focuses in particular on antecedent factors that influence sellers’ co‐operative orientation. Two con‐current surveys were conducted among Philippine and American industrial exporters. Our results suggest that the antecedents leading to co‐operative negotiation behaviours differ between Filipino and American sales representatives.
Personal selling constructs and measures: emic versus etic approaches to cross‐national research
Authors: Herche Joel , Swenson Michael J. , Verbeke Willem
Published: July 2002

Argues that salesforce research has typically been conducted in the USA, and that US researchers have developed the theories, designed the research, and interpreted the results. Notes that the majority of subjects and respondents in studies designed to test the US theories have been sales personnel in the USA. Assesses the appropriateness of administering personal selling measures to sales personnel outside the country/culture where the measures were developed. Investigates two paradigms of measurement transport: emic (culture specific) and etic (global). Evaluates the psychometric properties of two popular personal selling measures, SOCO and ADAPTS, in a cross‐national context, revealing mixed support for the etic approach.
Oral participation in retail service delivery: a comparison of the roles of contact personnel and customers
Authors: Baron Steve , Harris Kim , Davies Barry J.
Published: July 2002

Explores observable oral participation (OOP) of customers at the front stage of the service delivery system within a retail store setting. Spoken interactions between a customer and a sales assistant are denoted as OOP1, and those between one customer and another as OOP2. The respective front stage roles of customers and sales assistants are examined through an analysis of the content of OOP1 and OOP2 as described by a large sample of customers of a particular store. A process and structure of classification of OOP1 and OOP2 interactions is described and proposed. Results show that, while overall patterns of OOP1 and OOP2 activities are significantly different, the proportion of products‐related interactions for each is very similar. OOP2 interactions were predominantly positive and there is evidence that, for some customers, product‐related conversations with other customers replace or reinforce those with sales assistants. Discusses the actual roles enacted by persons at the front stage in the context of the management of the service encounter.
Consumer behaviour and the retail “sales”
Authors: Betts Erica J. , McGoldrick Peter J.
Published: July 2002

In spite of the ubiquity of seasonal and other retail “sales”, they have been curiously neglected within the marketing literature. This is most surprising, given their impact on profit‐margins, brand/store images, supplier‐retailer relationships and consumer behaviour. Since 1980, the effects of comparison price advertising on consumer behaviour have received growing attention from researchers, although much of this literature has been at the individual product level and confined to groceries. Builds on this research in the specific context of store wide “sales”, where the impact of reductions extends far beyond the sum of individual price changes. Based on focus groups and preliminary surveys of “sale” shoppers, develops and tests a typology of motivations. Presents a taxonomy of responses to “sales”, illustrating alternative behavioural responses. Concludes with a model of the “attitude problem” brought about by recession, overcapacity, overuse of the strategy and growing scepticism on the part of consumers.
Political marketing ‐vive la différence!
Authors: Lock Andrew , Harris Phil
Published: July 2002

Suggests that insufficient attention has been given to the significant differences between political and product or service marketing. The rise in awareness of political marketing has coincided with a decline of party membership in Britain and an increased distance between party and voter. Considers the relationships between party leader, brand image, exposure and awareness. Notes the current absence of predictive and prescriptive theories of political marketing action, and the relative significance of exogeneous factors in electoral success. Crossovers between conventional marketing, political science and political marketing are identified for future study.
Strategic analysis in political markets
Authors: Butler Patrick , Collins Neil
Published: July 2002

Applies an established strategic framework of competitive market positioning to political parties, suggesting that political scientists who are currently analysing political marketing without reference to the marketing discipline, could benefit thereby. If the marketing paradigm is to influence another discipline, it must first be tendered in broad, generic terms, and address matters at the strategic level. Presents examples from many electoral contexts (or markets). The analysis requires that political parties in a democratic system be regarded as analogous to commercial organizations in industrial markets. In doing so, it eschews traditional political ascriptions such as left‐ and right‐wing. The labels used to describe the parties are leader, challenger, follower and nicher. This framework offers a competitive positioning map of the market that will inform marketing and campaign decisions, and guide strategic direction. Shows how fundamental issues such as competitive analysis, party/candidate positioning, and relevant strategies are brought to the political marketing context.
Political marketing and the marketing concept
Authors: O’Cass Aron
Published: July 2002

Refers to the argument that examining political and electoral processes from a marketing perspective offers new insights into the behaviour of political parties. However, research into the marketing activities of political parties is still growing at this stage, and very few papers address the marketing orientation of political parties, while none address the marketing concept. Presents the findings of an exploratory research project carried out in Queensland. The results indicate that key political marketing decision makers within the party examined often have a limited understanding of the marketing concept. The researcher’s redefinition of the marketing concept into political terms received a high level of acceptance from certain groups of respondents within the study. Shows that the marketing concept with its customer centred orientation created a major concern from the perspective of the state executive decision‐making category interviewed in this study. This was so primarily because this key decision‐making category indicated the role and significance of the voter (customer) in developing the political product is negligible.
The influence of culture on advertising effectiveness in China and the USA
Authors: Zhang Yong , Neelankavil James P.
Published: July 2002

Presents findings from an empirical study which investigates the effects of different advertising appeals used across cultures. Cultural differences along the individualism‐collectivism dimension are hypothesized to affect people’s reactions to certain advertising appeals. Results indicate that appeals which emphasize individualistic benefits are more effective in the USA than in China. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in China. However, such effects can be moderated by product characteristics. Different product types may serve to influence the effectiveness of culturally‐congruent advertising appeals. Discusses the implications of the findings.
Measuring market orientation in several populations
Authors: Lado Nora , Maydeu‐Olivares Albert , Rivera Jaime
Published: July 2002

Most researchers have studied economic performance linked to market orientation, while a lesser interest has been shown in validating this construct’s measure. We present a study of market orientation designed to obtain a valid measure of the market orientation construct. After presenting a theoretical model of market orientation, it is applied to investigate the usefulness of this construct in insurance companies of two European countries. Key features of the research methodology include several rounds of pretesting, multiple informant assessment, and a covariance structure procedure to show the structural validity of a measure of market orientation. The results show that the measure proposed is represented by a factorial structure that can be interpreted as an overall market orientation factor in both populations and a country‐specific additional factor.
A dynamic approach to country‐of‐origin effect
Authors: Lampert Shlomo I. , Jaffe Eugene D.
Published: July 2002

Most studies of the effect of country‐of‐origin on consumer evaluation of products are based on static models, even though it is recognized that country image changes over time. The purpose of this paper is to suggest a normative model of country‐of‐origin as a dynamic process.
The effect of pretest method on error detection rates
Authors: Reynolds Nina , Diamantopoulos Adamantios
Published: July 2002

Although pretesting is an essential part of the questionnaire design process, the range of methodological work on pretesting issues is limited. The present paper concentrates on the effect of the pretest survey method on error detection by contrasting respondents who are interviewed personally with those who receive an impersonal survey method. The interaction between survey method and respondent knowledge of the questionnaire topic is also considered. The findings show that the pretest method does have an effect on the error detection rate of respondents; however, the hypothesised interaction between method and knowledge was not unequivocally supported. The detailed results illustrate which error types are affected by the method used during pretesting. Implications for future research are considered.
Enhancing the performance of marketing managers
Authors: Stathakopoulos Vlasis
Published: July 2002

This article examines the relationships among two types of strategy (defender and prospector), two types of evaluation systems (output‐oriented and behavior‐oriented), and one dimension of organizational structure (centralization) and their interactive effects on the job performance of marketing managers. Findings from an empirical study indicate that marketing strategies must be matched with the appropriate types of evaluation systems and structure to affect job performance positively. More specifically, the results suggest that an output‐oriented evaluation system combined with a high level of centralization is associated with higher managerial performance for organizations pursuing a defender strategy, whereas a behavior‐oriented evaluation system combined with a low degree of centralization is associated with higher managerial performance for a prospector strategy. Implications for the successful implementation of marketing strategies are discussed. Finally, study limitations and directions for future research are noted.
New interactive media: experts’ perceptions of opportunities and threats for existing businesses
Authors: Sahay Arvind , Gould Jane , Barwise Patrick
Published: July 2002

The research reported here takes a complementary approach to the direct user/consumer studies, by measuring experts’ perceptions of the likely impact of new interactive media (NIM) on different product markets. This has two benefits. First, it provides a different (and, arguably, better‐informed) perspective on consumers’ likely future response to NIM from the perspective obtained by direct consumer research. Second, the perceptions of these and other experts will strongly influence firms’ investment in NIM and their applications, which will in turn strongly influence the impact on consumers.
Early adopters of the Web as a retail medium: small company winners and losers
Authors: O’Keefe Robert M. , O’Connor Gina , Kung Hsiang‐Jui
Published: July 2002

From July 1995 until July 1996 we followed a group of small companies that were retailing on the Web. We surveyed our sample three times over this period, collecting both quantitative and qualitative data and visible data from their Web sites. Our intention was to initiate research into successful Web‐based retail ‐ put simply, what makes a small company successful on the Web? Using ideas from grounded theory and our findings, we suggest important factors and constructs that can be used for further work in this area.
The identification and satisfaction of consumer analysis‐driven information needs of marketers on the WWW
Authors: Sen Shahana , Padmanabhan Balaji , Tuzhilin Alexander , White Norman H. , Stein Roger
Published: July 2002

Investigates the information needs of marketers on the WWW for consumer analysis purposes, and examines how these can be met. Begins by briefly highlighting the attractiveness of the Web as a medium for communication. Next, summarizes the bases for consumer analysis and segmentation in the context of the traditional marketing communication media. Based on this framework, examines consumer analysis needs in the context of the WWW medium and proposes analysis variables relevant to this medium. Finally, discusses how the information needs for consumer analysis may be met from the different information sources available to a marketer, including the Web logfiles which are generated as a result of tracking the interactions of visitors accessing information from a company’s Web site.
Factors affecting consumers’ “Webad” visits
Authors: Raman Niranjan V. , Leckenby John D.
Published: July 2002

Attracting consumers to a marketer Web site is critical to the effectiveness of a Web presence, and longer visits are a possible measure of success of these Web sites. Since marketers are interested in consumers’ longer visits at their Web sites, it becomes important to examine the factors that influence visits. The present study uses an empirical approach to determine the factors that affect individual exposure to material at Web sites created with a commercial intent.
Processes of a case study methodology for postgraduate research in marketing
Authors: Perry Chad
Published: July 2002

Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate research. Its aim is to present and justify guidelines for using the case study research methodology in honours, masters and PhD research theses, and so it should interest candidates and their supervisors. First, appropriate positions on a range of scientific paradigms and core issues of induction and deduction are established. Then implementation of the case study methodology is examined, including the numbers of case studies and of interviews. Unusual but effective uses of theoretical replication to rigorously analyze case study data are illustrated from postgraduate theses. Finally, a framework is provided for constructing a thesis, emphasizing the key methodology chapter.
The interaction of message framing and felt involvement in the context of cell phone commercials
Authors: Martin Brett , Marshall Roger
Published: July 2002

Investigates the relationship between print advertisement wording and consumer interest in relation to cell phone promotion. Reports on an experiment involving two independent variables: message framing and felt involvement levels. Shows how these variables interact regarding attitudes towards cell phones for a New Zealand sample. These findings provide new insights as well as support for previous empirical research. Discusses theoretical and managerial implications and directions for future research.
Regenerative motor and plug braking operations of electrical drives for road vehicles
Authors: Pagano E. , Veneri O.
Published: July 2002

The paper suggests a fully digital technique, which may be successfully used for electric drives for road vehicles. The technique is based on the use of a feeding algorithm which allows the drive to electrically satisfy all traction requirements, i.e. forward and reverse speed or braking action. Theoretical considerations are supported by sample results of numerical simulations which confirm the practical suitability of the suggested technique.
Dynamic discriminant analysis for predictive maintenance of electrical components subjected to stochastic wear
Authors: Allella Flavio , Chiodo Elio , Pagano Mario
Published: July 2002

An optimal maintenance program for electrical power system components should be based on their reliability. Since, for components characterized by high reliability and cost such as HV circuit breakers, available statistical data are in limited number, a physical model for their ageing is opportune. In the paper a Predictive Maintenance Program (PMP), for determining when a HV circuit‐breaker should be rebuilt, is formalized; it is based upon an adequate stochastic model of electrical wear associated with breaking operations due to system faults. In the model, both fault times and amplitudes are described by means of random variables, in order to deduce a reliability function used as input data for a Bayesian discriminant analysis which dynamically estimates, also in the presence of observation errors, the state of the component, determining the optimal times to perform a maintenance action.