bluuebunny/crossref_metadata_2025_split huggingface dataset:
A conceptual model for public relations in museums
Authors: Gürel Eda , Kavak Bahtışen 
Published: February 2010

PurposeThis paper aims to present a conceptual model for public relations specific to museums.Design/methodology/approachBased on relevant literature, a contingency model is developed for the public relations practices of museums.FindingsThe model offers the market orientation level of the management and the interest level of the publics as the major factors that influence the effectiveness of the public relations programs in museums. The interest level of the publics is offered as a moderating variable.Practical implicationsThe model suggests that the effectiveness of the public relations programs of museums depends on two major factors. Although the interest level of the publics may seem to be uncontrollable at first glance, its negative impact can be largely controllable by managers by changing their own market orientation level – by adapting the public relations strategy to the targeted public depending on the interest level of that public.Originality/valueThe model is specifically designed for museums. It can be accepted as the first public relations model specifically offered for museums. The model here recognises the relationship between marketing and public relations.
A study of compatibility variation across Chinese buyer‐seller relationships
Authors: Trimarchi Michael , Liesch Peter W. , Tamaschke Rick 
Published: February 2010

PurposeThe purpose of this paper is to study compatibility variations in buyer‐seller relationships between Mainland Chinese firms and Hong Kong Chinese buyer firms that act as intermediaries to markets in the West.Design/methodology/approachData are drawn from 19 multiple in‐depth case study interviews with Mainland and Hong Kong Chinese firms and buyer firms from the West.FindingsCompatibility dimensions that provide further evidence of factors that underpin the nature of classical‐type exchange arrangements,vis‐à‐visrelational relationships, within Chinese buyer‐seller interactions are identified. Compatibility variations based on political and legal factors are driven by interpretation and application of Chinese state laws at the business and provincial levels rather than at the national level. Mainland Chinese tend to exhibit authoritativevis‐à‐visConfucian‐based practices and a short‐term orientation within interactions.Research limitations/implicationsThere is a need to expand the psychic distance composite to elucidate compatibility variations within the distinct provincial business regions of China. Quantitative studies to test for compatibility variability in China business practices across China are needed next. A better understanding of the nature of classical inclinations used by the Chinese is crucial, as is an understanding of how firms, both domestic and foreign, are able to leverage classical and relational relationships within Mainland China.Practical implicationsUncertainty associated with the entrepreneurial behaviours of Chinese businesspersons and a varying emphasis on traditional Confucian values in business result in a hybridisation of interactions across classical and relational types.Guanximay be evolving beyond traditional social and personal trust as Mainland Chinese business relationships have advanced from the smaller scale CFB stage to the state‐owned enterprise stage, and now to the larger and increasingly important world trade stage.Originality/valueThe paper challenges shortcomings in research that has centred exclusively on the relational nature of Chinese business interactions, and it builds on previous research to study compatibility variations underpinning these Chinese interactions. It predicts a hybridisation of interactions amongst Chinese actors and provides a foundation for future quantitative research to study compatibility variations, and also classical‐type business practices across China. Increased international market awareness may also be leading to the inclusion of an economic trust factor, driving classical‐type Chinese buyer‐seller relationships, as is more characteristic of arrangements found in Western exchanges.
Interpersonal trust in commercial relationships
Authors: Guenzi Paolo , Georges Laurent 
Published: February 2010

PurposeThis paper seeks to explore drivers and consequences of customer trust in the salesperson in the financial services industry. Its theoretical foundations are based on literature on customers' interpersonal relationships with salespeople and front‐line employees, as well as on literature in the area of customer trust.Design/methodology/approachA conceptual model, specifying a set of hypotheses linking a salesperson's behaviours to customer trust, and the latter to behavioural loyalty intentions, was tested using partial least squares (PLS) on a sample of 150 customers in the Italian banking industry. Multiple models were compared in order to evaluate the mediating role of customer trust.FindingsThe results of the empirical study show that both salesperson's customer orientation and expertise positively influence customer trust in the salesperson. Conversely, selling orientation has a negative impact on it. Moreover, a salesperson's likeability does not influence customer trust. Finally, trust in the salesperson positively influences a customer's intentions to re‐buy/cross‐buy and to recommend, while it decreases a customer's intention to switch to competitors.Research limitations/implicationsThe study suggests that different relational antecedents may have different impacts on different relational mediators and outcomes. Since the mechanisms of interpersonal relationship formation and development are multifaceted, to understand fully the complexity of relational phenomena researchers should develop and test models incorporating multiple relational antecedents and outcomes.Practical implicationsThe study provides sales managers with some evidence of the behaviours that salespeople should adopt to influence successfully the creation of long‐term relationships, especially in the context of “credence” services. The findings suggest that the optimal behaviours of salespeople may vary, depending on the ultimate goal of the sellers' relational strategy. The authors suggest drivers that managers can leverage to stimulate salespeople to perform the desired behaviours.Originality/valueThe model tested in the empirical study highlights the mediating role of customer trust and incorporates a broad set of drivers and consequences of interpersonal trust. As such, it improves knowledge of trust‐building processes in the context of credence services, where trust and interpersonal relationships are very relevant.
The impact of marketing strategy creation style on the formation of a climate of trust in a retail franchise setting
Authors: White Darin W. 
Published: February 2010

PurposeIt is the purpose of this study to demonstrate theoretically and empirically how the marketing strategy creation style implemented by a channel leader in a franchise system impacts the overall climate of trust within the channel system. Specifically, this study seeks to answer two important research questions: should franchisors direct franchisees in prescribed behaviors, or should the franchisees be allowed to play a more fundamental role in the strategy‐making process? How does this decision affect the overall level of trust within the franchise system relationship?Design/methodology/approachThe paper investigates the impact of four common strategy‐making styles in a study of 244 fast food franchise businesses and compares the findings with those previously obtained in other settings.FindingsSupport was found for the hypotheses, which stated that the channel climate of franchise systems implementing the symbolic, generative, or transactive modes of strategy‐making would be characterized by a higher degree of trust than would the climate of franchise systems implementing the rational mode.Research limitations/implicationsThe empirical test considered only one industry (the fast food industry), and only one side of the franchisor‐franchisee dyad (the franchisee's perceptions) was used for the empirical tests.Originality/valueThe findings of the paper contribute significantly to an overall understanding of the development of effective, successful franchise channel relationships.
Does sponsorship work in the same way in different sponsorship contexts?
Authors: Olson Erik L. 
Published: February 2010

PurposeThe purpose of this paper is to develop a comprehensive model of high‐level sponsorship effects that works well in both sports and cultural sponsorship contexts.Design/methodology/approachThe sponsorship model is tested using survey data from target market representative samples in two professional sports contexts and two cultural contexts.FindingsThe model works almost equally well in both contexts. Furthermore, a more parsimonious mediated effects model provides virtually the same results as the full model. Improving attitude towards the sponsorship and object equity are found to be the most important factors for improving sponsor equity. The model also confirms earlier research on the importance of sponsor sincerity and sponsor‐object fit in determining sponsorship effects.Research limitations/implicationsThe explained variance of the sincerity and object equity constructs was not as high as for other constructs in the model.Practical implicationsSponsorship managers should pre‐test potential objects and sponsorship communications to make sure that constructs in the model such as fit, sincerity, sponsorship attitudes, and object equity are maximised to provide optimal sponsor equity.Originality/valueThe model combines constructs from various literatures into a comprehensive model of high‐level sponsorship effects. Furthermore, while most previous sponsorship research has used convenience samples and/or fictional and/or single sponsorship contexts, the comprehensive model tested here is shown to have high external validity by its consistently good performance in predicting sponsorship effects using four real sponsorships and representative samples.
Field‐capital theory and its implications for marketing
Authors: Tapp Alan , Warren Stella 
Published: February 2010

PurposeThis paper seeks to explore the applicability and implications of Bourdieu's field‐capital theory for marketing using original research with a typical European society. Bourdieu's field‐capital theory proposes that people acquire economic, social and cultural capital which they deploy in social arenas known as “fields” in order to compete for positions of distinction and status. This exploratory study aims to examine how Bourdieu's theory may explain competitive behavior in fields of interest to marketers.Design/methodology/approachA total of 61 in‐depth interviews were completed with respondents that were representative of each of 61 geodemographic “types” – clusters that enable marketers to segment an entire population.FindingsThe findings suggest that examining human behaviour through the lens of field and capital theory highlights the importance of the competition motive in explaining consumers' behaviour. New “fields” were identified which seem to have assumed primary importance, particularly in middle‐class people's lives.Research limitations/implicationsViewing consumer behaviour as social competition implies that new segmentation approaches may yield successful marketing outcomes, and opens consumer psychology and behaviour itself to new interpretations.Originality/valueVery few research papers that apply field‐capital theory to marketing are present in the literature. It is hoped that this work addresses an important area, and one that is particularly prevalent in twenty‐first century consumerism.
Explaining the entry mode choice among Tunisian exporting firms
Authors: Khemakhem Romdhane 
Published: February 2010

PurposeManagers involved with export marketing are concerned first with entry mode decisions for their foreign expansions. The purpose of this paper is to examine the key factors that influence the exporting firm's foreign market entry mode choice. It aims to test empirically the hypothesized relation between three kinds of determinants – i.e. transaction costs, export behavior, and channel environment – and the likelihood of selecting an integrated as opposed to an independent mode.Design/methodology/approachThrough an analytical review, research hypotheses were built. An empirical investigation was carried out among 420 exporting firms, which were surveyed to explore the determinants of their entry mode choice decision. Exploratory factor analysis and confirmatory factor analysis are employed to extract and test key influential factors on the basis of the data of this sample. Then, logistic regression models are used to determine the likelihood relationships between the exporting mode and the declined variables.FindingsThe results show that not all constructs hypothesized with the entry mode relationship were introduced into the model, and only three variables were retained that were significant in predicting the entry mode choice: two transaction costs variables and one export behavior variable. None of the channel environment variables was maintained by the main effects model; they constituted only pure moderators of the relationship between the transaction costs factors and the entry mode choice decision.Research limitations/implicationsAlthough probably classified within the category of classical research, the paper can easily contribute to the current literature in more than one way. But the research does contain certain limitations, mainly with sampling procedures. The main limitation is that the sample was one of convenience and did not respect the heterogeneous character of the subjects, with the result that the different empirical tests are not easily generalizable.Practical implicationsThis research should help managers to identify some of the circumstances under which direct exporting modes might be deployed to enhance international marketing performance in foreign markets. Direct exporting should be considered in the area of small and medium‐sized exporting firms at the outside of a new industrialized economy. It might be concerned within an adaptive marketing approach where the environment pressures have only moderating effects.Originality/valueThe paper offers interesting insight into the decision tools in international marketing. Principally, the empirical study makes a major contribution to the limited body of empirical knowledge on entry mode choice for the exporting activities of small and medium‐sized enterprises in the context of an emerging economy. It points out the fundamental value of the transaction costs approach and verifies the theoretical assumptions of the moderating effects of the environment variables.
Implementing competitive strategies: the role of responsive and proactive market orientations
Authors: Voola Ranjit , O'Cass Aron 
Published: February 2010

PurposeThis study seeks to draw on the strategy implementation approach and the resource‐based view of the firm (RB theory) to investigate the relationships among competitive strategies (i.e. differentiation and cost‐leadership), responsive market orientation (RMO), proactive market orientation (PMO) and firm performance. The purpose is to show that competitive strategies have a significant effect on market orientation and market orientation has a significant effect on firm performance.Design/methodology/approachThe paper designed a mail‐survey that was sent to senior executives, which resulted in 189 usable surveys. Data were analysed using partial least squares (PLS) to test the hypotheses.FindingsThe findings show that both competitive strategies influence RMO and PMO, which then influence firm performance. However, the results show that differentiation strategy has a stronger influence on RMO and PMO than cost‐leadership strategy, and that PMO has a stronger influence on performance than RMO.Research limitations/implicationsThe study examined one set of capabilities (RMO and PMO); research opportunities exist for identifying other firm capabilities (e.g. organisational learning) and their relationships with competitive strategies.Practical implicationsStrategy implementation is a valid route to firm performance. Therefore, marketing managers must simultaneously develop competitive strategies and RMO and PMO to obtain increased firm performance outcomes.Originality/valueThe study conceptualises market orientation as RMO and PMO, and suggests that this treatment of market orientation is important in understanding its role in the competitive strategies of firms and consequent firm performance.
Gender differences in supermarket choice
Authors: Beynon Malcolm J. , Moutinho Luiz , Veloutsou Cleopatra 
Published: February 2010

PurposeThe purpose of this paper is twofold: to outline and analyse the issue of gender differences in supermarket choice; and to demonstrate the nascent CaRBS technique as an appropriate analysis tool on incomplete data.Design/methodology/approachThe paper presents a CaRBS analysis of survey‐based data with emphasis on the visualisation of the evidence on the reasons for supermarket choice in discerning the gender of those making the decision of which supermarket to visit.FindingsUsing the original incomplete data, there are certain reasons, such as range of stock, that are viewed differently by male and female consumers when deciding which supermarket to choose.Practical implicationsCaRBS provides the ability to analyse incomplete data without the need to manage the missing values that are present, and the ability to optimise the classification of respondents based on their gender through minimising ambiguity but not the inherent ignorance in the evidence from the questionnaire‐based responses. The relevance of characteristics can be found, even though many of the response‐based data values are missing.Originality/valueThe paper provides a clear demonstration of the ability to analyse original incomplete data, mitigating having to interpret results from managed data. The paper also introduces the CaRBS technique as a practical analysis tool in marketing research.
The theory‐practice divide: thoughts from the Editors and Senior Advisory Board of EJM
Authors: Lee Nick , Greenley Gordon 
Published: February 2010

PurposeThe purpose of this editorial is to bring together thoughts and opinions from the Editors and Senior Advisory Board of EJM regarding the nature of the long‐debated “theory‐practice divide” in marketing scholarship.Design/methodology/approachThe authors synthesise diverse opinions from senior academics in order both to inspire further debate in marketing scholarship, and to draw some important conclusions for marketing academia as a whole.FindingsThe authors propose that, for marketing scholarship to mature and progress, room must be found for those who wish to focus both on practical and on pure marketing scholarship. Career advancement from both routes is vital.Research limitations/implicationsThe topic of the theory‐practice gap is complex. Many diverse opinions are cited and, due to space constraints, the coverage of many issues is necessarily brief.Practical implicationsScholars should find the thoughts contained in the paper of significant interest.Originality/valueThe paper appears to be the first to bring together such a set of diverse opinions on the subject, and to try to draw some overall pragmatic conclusions, while still recognising the multiplicity of valid thought in the area.
Knowledge management in academic institutions
Authors: Raj Adhikari Dev 
Published: February 2010

PurposeThe purpose of this paper is to present a concept of knowledge among the campus chiefs and other university leaders to make them aware of how important knowledge management (KM) is to achieve quality education criteria.Design/methodology/approachThe approach of the article is basically conceptual and descriptive. The article was presented at three different seminars of professors and campus chiefs and their suggestions are also incorporated.Originality/valueThe article deals with KM and quality education relations. The author believes that this article is valuable to academic leaders to know the issues and challenges of Nepalese academic institutions and apply the concept of KM to achieve quality education goals.Practical implicationsThe article was prepared to familiarize Nepalese educational leaders with the tools and processes of KM.Originality/valueThis is a conceptual article and there is still a need for research in Nepalese academic institutions to know the real situation of KM. However, the article helps educational leaders to know how important are KM concepts, tools and practices to fulfill the objective of quality education.
Steps toward promoting consistency in educational decisions
Authors: Klein Joseph 
Published: February 2010

PurposeThe literature indicates the advantages of decisions formulated through intuition, as well as the limitations, such as lack of consistency in similar situations. The principle of consistency (invariance), requiring that two equivalent versions of choice‐problems will produce the same preference, is violated in intuitive judgment. This paper aims to examine the contribution of the simple decision process (SDP) to invariance in intuitive educational decisions. The SDP integrates intuitive and systematic techniques by breaking down a dilemma into simple problems that can be processed intuitively with little or no perturbation by bias.Design/methodology/approachIn total, 40 teachers resolved a complex educational dilemma three times intuitively, with the same data presented in a different order in each iteration. Content analysis revealed inconsistency in the conclusions reached with the three formats. This is explained in the literature by the anchoring effect. Thereafter, the three‐step procedure was repeated, with the participation of 246 teachers using SDP. A statistical analysis showed significant invariance with respect to decisions made during the three trials.FindingsAn SDP formulated decision is not affected by the order of data presentation. The principle of invariance, a sine qua non in analyzing rational choices, is maintainedOriginality/valueThe article sheds light on the potential inherent in integration of intuition and common sense with analytical thought‐patterns in educational decisions and in other fields that involve probabilistic determinations.