This paper addresses the practitioner's question of how to couple organizational structure with strategic marketing orientation to improve international effectiveness. The general thesis is that retail store equity will alter the effect of negative WOMC on store evaluations. Propositions are developed that integrate attribution theory and retail equity perceptions and predict that negative WOMC may not automatically lead to more negative store evaluations, as suggested in previous research. Managerial implications of the propositions are discussed. Forget about market surveys and analyst reports.
Word of mouth is probably the most powerful form of communication in the business world.
An analysis of the mail questionnaires received from 273 program administrators found the Cost Management and Revenue Producing strategic dimensions were not statistically significant for either funding environment. However, the Imagery dimension was found to be influenced by past funding changes and the Revenue Producing dimension influenced by changes in both past and future levels of funding. Specific strategies are identified as significant responses to the changes in government funding. Managerial implications are discussed and future research suggestions are offered. Jr. This paper examines alternative general theories of services marketing.