bluuebunny/crossref_metadata_2025_split huggingface dataset:
Corporate social responsibility: investigating theory and research in the marketing context
Authors: Vaaland Terje I. , Heide Morten , Grønhaug Kjell 
Published: September 2008

PurposeThis review article aims to develop an integrating overview of the present status of the theory of corporate social responsibility (CSR) applied in the marketing context and asks whether, to what extent and how the discipline of marketing has addressed CSR.Design/methodology/approachAfter clarifying core concepts and proposing a new definition of CSR, 54 articles in leading marketing journals between 1995 and 2005 are analyzed in terms of publication characteristics, research design, variables, sampling, level of analysis, issues raised, and key findings.FindingsRecommendations include a broadened perspective in empirical research to address CSR in its entirety, expand the focus beyond consumers, include a broader range of samples and conduct more inductive, exploratory empirical studies. These steps will contribute to a multidimensional view of the future customer.Research limitations/implicationsThe number and specific choice of journals was subject to a compromise between comprehensiveness and the availability of space for a review.Practical implicationsThe way the scholarly marketing literature treats CSR impacts what our students and other constituencies learn.Originality/valueGiven the veritable explosion in CSR research in the recent years, there is a genuine need for the field to take stock of what has been learned so far and what that implies in terms of where researchers should be headed.
Building online brands through brand alliances in internet
Authors: Delgado‐Ballester Elena , Hernández‐Espallardo Miguel 
Published: September 2008

PurposeThe purpose of this paper is to analyze the consequences that brand alliances have on a new and unknown online brand in terms of attitude to its web site, brand trust, brand equity and consumer's willingness to engage in online transactions.Design/methodology/approachA sample of 367 subjects participated in an online experiment of buying a travel package from an unknown travel agency which is allied with other known and well‐reputed brands. The information provided by the participants in different online designs of brand alliances was used to test the theoretical model proposed in the paper. This model was tested and compared with other alternative models using conventional maximum likelihood estimation techniques.FindingsThe results show that attitude toward brand alliance represents a strategic marketing opportunity to help an unknown online brand to leverage a favourable first impression from consumers in terms of brand trust and attitude toward the brand's web site. Furthermore, online brand trust does not exert a fully‐mediated role between the brand alliance's evaluation and subsequent consumers' reactions to the online brand.Research limitations/implicationsThe limitations of the study are those typically applied to the experimental methodology. Specifically, a single product category was used which limits the generalizability of the results. No actual behaviour was measured but just intentions and perceptions.Practical implicationsPartnering with well‐known and reputed brands improves the equity of the new online brand which, in turn, enhance consumers' disposition to engage in online transactions with the online brand.Originality/valueDespite the popularity of brands as a symbol that can build trust and enhance the perception of value and quality, to date, the authors have not found research about the use of well‐known and reputed brand names as a mechanism of helping new and unknown online brands to persuade consumers to engage in online transactions. The results of this paper add to the growing literature on brand alliance which has been generally focused on an off‐line context.
Identification and analysis of moderator variables
Authors: Walsh Gianfranco , Evanschitzky Heiner , Wunderlich Maren 
Published: September 2008

PurposeResearch on the relationship between customer satisfaction and customer loyalty has advanced to a stage that requires a more thorough examination of moderator variables. Limited research shows how moderators influence the relationship between customer satisfaction and customer loyalty in a service context; this article aims to present empirical evidence of the conditions in which the satisfaction‐loyalty relationship becomes stronger or weaker.Design/methodology/approachUsing a sample of more than 700 customers of DIY retailers and multi‐group structural equation modelling, the authors examine moderating effects of several firm‐related variables, variables that result from firm/employee‐customer interactions and individual‐level variables (i.e. loyalty cards, critical incidents, customer age, gender, income, expertise).FindingsThe empirical results suggest that not all of the moderators considered influence the satisfaction‐loyalty link. Specifically, critical incidents and income are important moderators of the relationship between customer satisfaction and customer loyalty.Practical implicationsSeveral of the moderator variables considered in this study are manageable variables.Originality/valueThis study should prove valuable to academic researchers as well as service and retailing managers. It systematically analyses the moderating effect of firm‐related and individual‐level variables on the relationship between customer satisfaction and loyalty. It shows the differential effect of different types of moderator variables on the satisfaction‐loyalty link.
An exploratory study into the drivers of channel change
Authors: Coelho Filipe , Easingwood Chris 
Published: September 2008

PurposeThe purpose of this paper is to aim to understand the factors influencing the magnitude of change in distribution channels. Distribution channels are slow to change due to a number of factors. Yet, the distribution mix is a vital part of a company's competitive position and companies must, therefore, constantly examine their mix of channels to most closely approximate the changing needs of its customers. It therefore is important to look at the factors influencing change in distribution.Design/methodology/approachA model of channel change is developed and tested with data from financial services organizations in the UK. In addition to quantitative data, the researchers also collected qualitative feedback.FindingsThe degree of channel change is related to: volatility in customers' needs; the sophistication of the target customer; product sophistication; environmental conflict; volatility in competitors' strategies; scope economies; and company size.Research limitations/implicationsThe sample size is relatively modest, although this has not prevented the emergence of significant results.Practical implicationsThe results of the study are important for both academics and practitioners. It helps alert practitioners to the factors that affect channel change. For academics, it demonstrates that this complex subject can be researched. It also raises some research issues that might be taken on board in future studies.Originality/valueThis article is one of the first to test a set of hypotheses regarding the drivers and inhibitors of change in distribution systems at the micro level.
An intra‐ and inter‐organisational perspective on industrial segmentation
Authors: Clarke Ann H. , Freytag Per V. 
Published: September 2008

PurposeThe purpose of this paper is to introduce and discuss a contextual framework, which is based on different purposes of segmentation. A matrix is proposed for segmentation that distinguishes between strategic and operational levels and the degree to which new value is created.Design/methodology/approachThe conceptual discussion aims at contributing to development of the discussion of segmentation purpose.FindingsSeveral models have emerged in the segmentation literature, but the purposes of many segmentation models are not explicitly addressed. However, the purpose of a model affects the segmentation process and has ramifications to the subsequent implementation. This paper links segmentation to the purpose of segmenting and discusses the degree to which previous choices have impact on a firm's possibility to select and implement new segments.Research limitations/implicationsThis paper contributes to a more extensive discussion on segmentation. It adds to the discussion on segmentation purpose and implementation problems.Originality/valueThe proposed matrix sheds new light on the importance of having a clear purpose with a model. Furthermore, it is shown that different purposes may have different ramifications to the firm and be more or less simple to implement, depending on the degree to which changes in the firms' activities, actors and resources are needed. Likewise, changes in established relationships have to be implemented or new ones created.
Communicating in the new interactive marketspace
Authors: Ozuem Wilson , Howell Kerry E. , Lancaster Geoff 
Published: September 2008

PurposeThe proliferation of the internet and world wide web (WWW) in recent years has resulted in the creation of new social and marketing spaces, and a new form of interaction and identity formation. This paper aims to investigate this phenomenon.Design/methodology/approachWhilst cost benefits and profit derivation from the internet and other hypermedia mediated communication environments have been the focus of much research, the majority of these assessments have left many assumptions unarticulated. Questions of how contemporary communication content and interactivity is different from the singular “one‐to‐many” communication models have been avoided in this research. This paper investigates these deficiencies and goes on to suggest how academics and practitioners can realign their thinking in the light of these findings.FindingsComputer mediated marketing environments provide organisations with a medium that can be used to deliver content in a variety of ways to consumers. This capability highlights the distinction between the information in marketing communication and the vehicle used to deliver the information: that is, content differs from communication.Originality/valueThe paper highlights how versatility of the internet as an instrument for mediated communication means that organisations can integrate different modalities of marketing communications into a strategy that combines on‐line and off‐line tactics to meet strategic objectives.
Satisfaction, image and loyalty: new versus experienced customers
Authors: Brunner Thomas A. , Stöcklin Markus , Opwis Klaus 
Published: September 2008

PurposeCustomer satisfaction and image are important factors for service companies because of their impact on loyalty. Although much research has looked at the relationship of both of these factors individually, little is known about them when they are considered together. Furthermore, experience with the service or product has largely been neglected in this line of research. This paper aims to undertake a first step to fill this gap.Design/methodology/approachThis research, with data from one of Europe's most modern night‐train companies, employs structural equation modelling to test the proposed hypotheses.FindingsDifferentiating new customers from experienced ones, the results show that for new customers satisfaction is crucial whereas image plays a much smaller role in terms of loyalty. For experienced customers, however, the importance of satisfaction decreases whereas the impact of image increases.Research limitations/implicationsSatisfaction and image were both measured by a single item. Although they show high face validity, the findings should be replicated using a multiple‐item approach. Future research should also consider distinguishing between transaction‐specific satisfaction and cumulative satisfaction.Practical implicationsThis paper concludes that customers' experience plays a decisive role in predicting loyalty. Managers should therefore be aware of the level of their customers' experience and may even consider developing different retention programmes tailored to the level of customers' experience.Originality/valueThis research proposes an integrative model of satisfaction, image, and loyalty, and analyses the impact of experience within this model. It is pioneering work that empirically investigates the relationships between these constructs.
Testing a theoretically constructed relationship management capability
Authors: Jarratt Denise 
Published: September 2008

PurposeThe purpose of this paper is to test a theoretically derived representation of a relationship management capability. The relationship management capability architecture developed from the literature integrated theory on dynamic capabilities, the resource‐advantage theory of competition, and prior capability research in innovation and information technology management.Design/methodology/approachThe second‐order constructs of relationship infrastructure, relationship learning and relationship behaviour argues to represent a relationship management capability (RMC) was assigned measures adapted from the literature, and pilot tested with industry consultants. The final questionnaire was sent to senior executives responsible for customer relationship management in manufacturing and business service firms in the UK. The structural model representing the RMC was shown to be robust with a comparative fit index of 0.91.FindingsAlthough the low response rate and the subjectiveness of respondents encourage caution in interpreting the research findings, the results suggest that relationship management systems, implemented through collaborative and flexible behaviours, and renewed through adaptive and generative knowledge derived from experience and challenging current relationship management assumptions, are key dimensions of a RMC.Originality/valueThis framework advances and tests a new theoretical perspective of a relationship management capability that incorporates a capacity for renewal. In addition, it provides managers with a tool to evaluate their organisation's relationship management capability at key stakeholder interfaces on attributes that define relationship infrastructure, relationship learning and relationship behaviour, as this capability is renewed over time.
Ninth Southern African Online User Group Conference
Authors: van der Walt Sophie 
Published: September 2008

PurposeThe purpose of this paper is to report on papers presented at the ninth annual Southern African online user group conference on 3‐5 June 2008 in Pretoria.Design/methodology/approachConference report.FindingsThe focus was very much on the changes facing librarians daily, changes in users as well as in technology. This was addressed in subthemes such as the Google generation, news alerting services, institutional repositories and end‐user training.Originality/valueLibrarians must be on the forefront of innovative use of technology if they are to attract and retain the new users.
Integrated Library Software: A Survey of Lahore
Authors: Shafique Farzana , Mahmood Khalid 
Published: September 2008

PurposeThe purpose of this study is to evaluate the most used library software in Lahore using a checklist and seek librarians' opinions about them. It also aims to seek librarians' opinions about the most desired and needed features of Integrated Library Software (ILS).Design/methodology/approachThe paper is based on questionnaire survey, interview, document analysis and personal communication. The questionnaire survey was conducted within automated libraries of Lahore, while interviews were conducted with selected librarians from Lahore. Collected data were analyzed both quantitatively and qualitatively to reach conclusions.FindingsA variety of software is being used by the libraries of Lahore. Nor is there available, any standard tool or directory for the selection and evaluation of the software. Evaluation of the software against a checklist reveals the better functionality of Library Information Management System and Library Automation and Management Program than INMAGIC and WINISIS, but librarians were found to be more satisfied with INMAGIC. All the respondents agreed that before selecting any ILS, librarys' actual and perceived needs, available resources and funds should be kept in mind. They also proposed many features of ILS.Research limitations/implicationsThe questionnaire survey is limited to the automated libraries of Lahore and focuses on the comparison and evaluation of the most used software only, while selected librarians with good IT skills were chosen for seeking opinions about the most desired ILS features.Practical implicationsThe survey results can be helpful to foreign and local vendors of ILS, librarians, higher authorities and other developing countries in selecting and maintaining required software.Originality/valueIt is the first comprehensive study conducted on ILS not only in Lahore, but in Pakistan.
Market orientation for small manufacturing suppliers: the importance of product‐related factors
Authors: Jones Stephen C. , Knotts Tami L. , Udell Gerald G. 
Published: September 2008

PurposeThe purpose of this paper is to investigate the role of market orientation for small manufacturers vying to be suppliers in the mass retail marketplace. It examines the mediating effect of product‐related factors (market readiness and market level) on the market orientation‐performance relationship. The paper also assesses the performance of these manufacturers using measures such as buyer review and actual product acceptance.Design/methodology/approachThis paper uses the results of a program, designed to evaluate and develop small manufacturers for the mass retail marketplace, to test the effect of a market orientation philosophy and product‐related factors on small firm performance.FindingsIt is found that while a market orientation is critical for the success of these manufacturers, product‐related factors have an even greater value in assessing their performance. Specifically, an evaluator's assessment of a product's readiness for the marketplace and his/her recommendation for the type of market it should enter were much better at predicting product performance for the small manufacturers taking part in the program.Practical implicationsThe paper shows that small firms wanting to supply the mass‐merchandising marketplace should not rely solely on market orientation when trying to compete at this level. Market orientation may improve your market readiness, but it does not predict success for small manufacturers. Instead, low market orientation levels and poor product‐related factors strongly predict failure.Originality/valueTo the authors' knowledge no other articles examine market orientation's effect on small manufacturing performance using specific product‐related measures as a mediating variable.
Understanding customer level profitability implications of satisfaction programs
Authors: Niraj Rakesh , Foster George , Gupta Mahendra R. , Narasimhan Chakravarthi 
Published: September 2008

PurposeAchieving high level of customer satisfaction (CS) involves spending marketing resources in terms of money, managerial time, and focus. Consistent with the return on quality framework this paper aims to look at both the costs and benefits of a satisfaction program.Design/methodology/approachThis paper reports the results of a longitudinal study of a beverage distributor. Two satisfaction surveys were conducted before and after the launch of the program. Profitability was calculated using activity based costing (ABC) principles. The link between changes in satisfaction and changes in profitability was analyzed.FindingsIt was found that as a result of the launch of satisfaction program CS increased significantly, but the weighted least square analysis of the relationship between CS and customer profitability (CP) shows that it does not necessarily result in higher customer profits. CS is found to be positively related to sales volume and gross profits at the customer level. However, a net profit measure of CP, derived after careful allocation of costs based on activities, shows a much more complex and non‐linear pattern of relationship.Originality/valueThe paper shows that there are several valuable lessons to be drawn from the study. First, the cost of increasing satisfaction could be substantial. A positive relationship between satisfaction and profitability, posited by most of the customer satisfaction literature, could reach its limit much sooner than generally believed. Second, allocating costs based on activities in serving the customers, and not merely on revenues is important since doing so results in a different and more complete profitability profile of customers, as is described in the sample. Finally, the complexities and non‐linearities in the CS‐CP link documented in this study imply that satisfaction improvement efforts (and dollars) should be directed towards larger customers and customers who are already relatively highly satisfied.
Achieving market segmentation from B2B sectorisation
Authors: Simkin Lyndon 
Published: September 2008

PurposeThe creation of a target market strategy is integral to developing an effective business strategy. The concept of market segmentation is often cited as pivotal to establishing a target market strategy, yet all too often business‐to‐business marketers utilise little more than trade sectors or product groups as the basis for their groupings of customers, rather than customers' characteristics and buying behaviour. The purpose of this paper is to offer a solution for managers, focusing on customer purchasing behaviour, which evolves from the organisation's existing criteria used for grouping its customers.Design/methodology/approachOne of the underlying reasons managers fail to embrace best practice market segmentation is their inability to manage the transition from how target markets in an organisation are currently described to how they might look when based on customer characteristics, needs, purchasing behaviour and decision‐making. Any attempt to develop market segments should reflect the inability of organisations to ignore their existing customer group classification schemes and associated customer‐facing operational practices, such as distribution channels and sales force allocations.FindingsA straightforward process has been derived and applied, enabling organisations to practice market segmentation in an evolutionary manner, facilitating the transition to customer‐led target market segments. This process also ensures commitment from the managers responsible for implementing the eventual segmentation scheme. This paper outlines the six stages of this process and presents an illustrative example from the agrichemicals sector, supported by other cases.Research implicationsThe process presented in this paper for embarking on market segmentation focuses on customer purchasing behaviour rather than business sectors or product group classifications ‐ which is true to the concept of market segmentation ‐ but in a manner that participating managers find non‐threatening. The resulting market segments have their basis in the organisation's existing customer classification schemes and are an iteration to which most managers readily buy‐in.Originality/valueDespite the size of the market segmentation literature, very few papers offer step‐by‐step guidance for developing customer‐focused market segments in business‐to‐business marketing. The analytical tool for assessing customer purchasing deployed in this paper originally was created to assist in marketing planning programmes, but has since proved its worth as the foundation for creating segmentation schemes in business marketing, as described in this paper.