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on Marketing |
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Issue of 2005‒12‒20
nineteen papers chosen by Joao Carlos Correia Leitao Universidade da Beira Interior |
| By: | Lages, Carmen; Lages, Luis Filipe; Rita, Paulo |
| Abstract: | While building on the contingency theory, this paper proposes a conceptual framework that links five factors: a) internal forces, b) external forces, c) past web and firm performance, d) current web and firm performance, and e) e-marketing strategy in terms of the strategy defined for the 4Ws (Web-Design, Web-Promotion, Web-Price, and Web-CRM). Future research is encouraged to build on this framework to test how internal and external forces of the firm, along with its past performance, influence the determination of e-marketing strategy and how in turn, e-marketing strategy impacts on performance at the web and firm levels. |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp446&r=mkt |
| By: | Oburai Prathap; Moorthi YLR; Basalingappa Anita; Kok Wai Chew; Baker Michael J |
| Abstract: | Corporate identity and image are shaped by the entirety of perceptions of a variety of stakeholders, both existing and potential ones, such as customers, suppliers, employees, general public, opinion makers, and government officials. Our study is an empirical investigation of corporate brand image and impact on one such stakeholder group made up of prospective employees. A large multinational, a technical and scientific research firm, a major recruiter of graduates from campuses of reputable universities across the nation was chosen as the subject. This paper develops and tests a path model of the antecedent factors affecting corporate brand image and specific expectations that stakeholders may have of a corporate brand. Based on a thorough literature review, a corporate brand image model that treated as antecedents the four constructs, awareness of organisation’s products, perceptions about culture, personality of the focal firm, and general expectations was proposed. Specific expectations that respondents may have about working with the firm was modeled to be influenced by the corporate brand image of the firm surveyed and also by the mentioned four antecedent constructs. The model is fitted to empirical data obtained from a national sample of 368 respondents using LISREL 8.5 methodology, and strong support was found for five, partial support for two of the nine hypotheses tested. Substantial evidence can be seen for the mediating role of corporate brand image in shaping specific expectations that stakeholders have from the corporate brand. Practical significance and managerial implications for marketing investments and organisational performance are detailed. |
| Keywords: | Brand Management, Corporate Identity, Stakeholder Expectations |
| Date: | 2005–12–13 |
| URL: | http://d.repec.org/n?u=RePEc:iim:iimawp:2005-12-04&r=mkt |
| By: | Lages, Luis Filipe; Lages, Carmen; Lages, Cristiana Raquel |
| Abstract: | With the exception of the work of Lages and colleagues, the international marketing literature has been examining performance exclusively as a dependent variable. This exploratory study builds on this emerging body of literature to discuss the main outcomes of performance, as it is expressed through the perceptions of European export managers. According to the results of a cross-national study of Portuguese and British exporting firms, this paper indicates that the main consequences of previous performance results are: a) need to seek performance improvement as a result of bad performance, b) maintain strategy as a result of good performance, c) market diversification, d) focus on competition, e) product diversification, f) quality, and more attention to g) macro and h) micro factors. Future international marketing research is encouraged to investigate performance as an independent variable. |
| Keywords: | Export Marketing; Export Performance; Cross-National; Qualitative |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp445&r=mkt |
| By: | Lages, Luis Filipe; Lancastre, Andrew; Lages, Carmen |
| Abstract: | This study presents a new measurement scale to assess the performance of a relationship between two firms. The Business-to-Business Relationship Performance (B2B-RP) scale is presented as a high order concept. When tested in a sample of nearly 400 SMEs purchasing managers operating in a B2B e-marketplace, our findings reveal that greater relationship performance results in better 1) relationship policies and practices, 2) relationship commitment, 3) trust in the relationship, 4) mutual cooperation, as well as 5) satisfaction with the relationship. The multi-dimensional scale shows strong evidence of reliability as well as convergent, discriminant and nomological validity. Findings also reveal that B2B relationship performance is positively and significantly associated with loyalty. While building on this scale, the authors develop the B2B-RP Scorecard intended to be included in periodic reports. At the managerial level, both the scale and the scorecard are expected to help disclose relationship performance, and act as useful instruments for periodic planning, management, controlling, and improvement of B2B relationships. |
| Keywords: | Relationship Performance; Relationship Marketing; B2B-RP Scale; B2B-RELPERF Scorecard; Electronic Markets |
| Date: | 2005 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp471&r=mkt |
| By: | Lancastre, Andrew; Lages, Luis Filipe |
| Abstract: | In this article, the authors argue that cooperation may be achieved by adding technology dimensions to the core product. Given the growing importance of real time information exchange and interactivity, a better understanding of the use of technology to the establishment and development of the buyer-supplier cooperative relationships is essential for knowledge advancement. Using a sample of nearly 400 SMEs purchasing managers, this paper reveals that in an electronic market context, cooperation is positively affected by termination costs, supplier policies and practices, communication and information exchange, and negatively affected by product prices and opportunistic behavior. Moreover, both relationship commitment and trust play a major role in mediating the relationships between these five determinants and cooperation. |
| Keywords: | relationship marketing, trust, cooperation, electronic markets, e-commerce |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp443&r=mkt |
| By: | Lages, Carmen; Lages, Cristiana Raquel; Lages, Luis Filipe |
| Abstract: | In this article the authors develop a new measurement scale (the RELQUAL scale) to assess the degree of relationship quality between the exporting firm and the importer. Relationship quality is presented as a high order concept. Findings reveal that a better quality of the relationship results in a greater 1) amount of information sharing, 2) communication quality, 3) long-term orientation, as well as 4) satisfaction with the relationship. The four multi-item scales show strong evidence of reliability as well as convergent, discriminant and nomological validity in a sample of British exporters. Findings also reveal that relationship quality is positively and significantly associated with export performance. Suggestions for applying the measure in future research are presented. |
| Keywords: | Relationship Quality, Relationship Marketing, Export Marketing, Export Performance |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp447&r=mkt |
| By: | Lages, Luis Filipe; Lages, Cristiana Raquel; Lages, Carmen |
| Abstract: | Annual company reports and financial statements rarely distinguish between the domestic and export markets operations, and even more rarely provide annual financial indicators on specific export ventures performance. This situation is a major obstacle to the development of export marketing practice and theory. To overcome this state of affairs the authors develop and test a new measure for assessing the annual performance of an export venture (the APEV scale) as perceived by managers. The new measure has five dimensions: 1) annual export ventures financial performance; 2) annual export ventures strategic performance; 3) annual export ventures achievement; 4) contribution of the export venture to annual exporting operations; and 5) satisfaction with annual export ventures performance. Findings are used to generate managerial implications and directions for future research. |
| Keywords: | APEV; STEP; EXPERF; Export Venture Performance; Export Marketing |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp458&r=mkt |
| By: | Virginie Baritaux (UMR MOISA - INRA - Montpellier France); Magali Aubert (UMR MOISA - INRA - Montpellier France); Etienne Montaigne (UMR MOISA - AGRO.M - Montpellier France); Hervé Remaud (UMR MOISA-AGRO.M - Montpellier France) |
| Abstract: | Wine brokers are wholesale intermediaries. They belong to the category of the matchmaker intermediaries. These middlemen are not well known. Their role is to help buyers and sellers of bulk wine to meet and transact. Assuming that wine merchants appeal to brokers because they reduce transaction costs, we analyze how a broker intervention can reduce search costs, negotiation costs, and monitoring and enforcement costs of a transaction on bulk wine. A data base of contracts on bulk vins de table and vins de pays is used to estimate a logistic model of the probability “broker intervention”. |
| Keywords: | Broker, Matchmaker, Marketing Channels, Wine, Transaction costs, France |
| JEL: | L11 L14 L22 |
| Date: | 2005–12–15 |
| URL: | http://d.repec.org/n?u=RePEc:wpa:wuwpio:0512007&r=mkt |
| By: | Lages, Luis Filipe; Lages, Carmen; Lages, Cristiana Raquel |
| Abstract: | This exploratory study discusses main antecedents of export performance based on the perceptions of European export managers. Cross-national findings reveal that according to managerial perceptions the most important determinants of export performance are product quality, followed in importance by price competitiveness/value for money, service quality and relationship with importers/trust. While some of these determinants have been extensively researched in the literature (product and service quality), there are others in which there is limited empirical research (price competitiveness/value for money and relationship with importers/trust). Also of interest is the existence of specific issues that are not considered by managers as being top determinants, but are the focus of extensive research. Based on these findings the authors suggest several potentially fruitful streams of research. |
| Keywords: | Qualitative Study; Export Performance; Export Marketing; Cross-National |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp444&r=mkt |
| By: | Sendhil Mullainathan; Andrei Shleifer |
| Abstract: | Persuasion is a fundamental part of social activity, yet it is rarely studied by economists. We compare the traditional economic model, in which persuasion is communication of objectively valuable information, with a behavioral model, in which persuasion is an effort to fit the message into the audience's already held beliefs. We present a simple formalization of the behavioral model, and compare the two models using data on financial advertising in Money and Business Week magazines over the course of the internet bubble. The evidence on the content of the persuasive messages is broadly consistent with the behavioral model of persuasion. |
| JEL: | G11 G14 M3 |
| Date: | 2005–12 |
| URL: | http://d.repec.org/n?u=RePEc:nbr:nberwo:11838&r=mkt |
| By: | Lages, Luis Filipe; Leal, Ana Catarina |
| Abstract: | In this research, key determinants of expected short-term export performance improvement are identified. We develop a conceptual framework that incorporates past, current and expected performance, internal and external forces of the firm, and pricing strategy adaptation to the foreign market. The framework is tested via a field survey of industrial exporters. Surprisingly, findings reveal that the effect of firms commitment to exporting on expected short-term export performance improvement is negative. More importantly, findings indicate that past export intensity has a negative moderating effect on the relationship between export intensity increase and expected short-term export performance improvement. Similarly, the relationship between external market forces and expected short-term export performance improvement is moderated by the level of past export satisfaction. Additionnaly, findings suggest that for a better understanding of the effects of pricing strategy change on export performance, particular attention should be given to the moderating effects of previous experience with past pricing strategies. These and other surprising results have important implications for both public policy and management decision-making, and suggest several potentially fruitful streams for global marketing research of industrial products. |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp463&r=mkt |
| By: | Daniel Lockton (Judge Institute of Management, Cambridge) |
| Abstract: | The idea of architectures of control is introduced through examples ranging from urban planning to digital rights management, and the intentions behind their use in consumer products are examined, with reference to case studies of printer cartridges and proposed ‘optimum lifetime products.’ The reactions of the technical community and consumers themselves are also explored, along with some wider implications. |
| Keywords: | design, architectures of control, product design, engineering, technology, digital rights management, DRM, control, poka-yoke, code |
| JEL: | P Q Z |
| Date: | 2005–12–13 |
| URL: | http://d.repec.org/n?u=RePEc:wpa:wuwpot:0512009&r=mkt |
| By: | Lages, Luis Filipe; Lages, Carmen; Lages, Cristiana Raquel |
| Abstract: | At a time when exporting activity is becoming a major resource for creating firms value and national economic wealth, it is surprising that annual company reports rarely distinguish between domestic market performance and the performance of export markets operations. Even more rarely do annual reports provide information on annual indicators of specific export ventures performance. Shareholders might assume that if executives choose not to disclose export information in annual reports their exporting activity is not relevant or not successful. Trying to overcome this state of affairs, the authors develop and test a new measure for assessing the Annual Performance of an Export Venture (the APEV scale). The new measure comprises five dimensions: 1) annual export ventures financial performance; 2) annual export ventures strategic performance; 3) annual export ventures achievement; 4) contribution of the export venture to annual exporting operations; and 5) satisfaction with annual export ventures overall performance. In addition, the APEV scale is used to generate a scorecard of PERFormance in EXporting (the PERFEX scorecard) to be included in annual reports. The PERFEX scorecard allows the assessment of export performance at the corporate level while comparatively evaluating all export ventures of the firm. Both the scale and the scorecard are expected to help disclose export (ventures) performance and are provided as useful instruments for annual planning, management, monitoring, and improvement of exporting programs. |
| Keywords: | Export Performance; Export Marketing; APEV; PERFEX; EXPERF; Scorecard |
| Date: | 2005 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp469&r=mkt |
| By: | Bontemps, C.; Orozco, V.; Réquillart, V. |
| Abstract: | We study the price response of national brands to the development of private labels. We use monthly data from a consumer survey reporting their purchases for 218 food products. We show that when private labels have a significant effect on national brands prices (144 cases over 218), that is positive (89%). We also show that the increase in the prices of national brand products is explained by a strategy of product differentiation. Finally, price reaction of national brands differs with the type of private labels they are facing. This paper confirms, on a larger number of products, previous empirical results. ...French Abstract : Les auteurs étudient la réponse en prix des producteurs de marques nationales au développement des marques de distributeurs. Ils utilisent des données mensuelles d'achats issues d'un panel de consommateurs, concernant 218 produits alimentaires. Ils montrent que le développement des marques de distributeurs a un effet significatif sur les prix des marques nationales (144 cas sur 218), qui est positif (89%). Ils montrent aussi que l'augmentation des prix des marques nationales est, en partie, expliquée par une stratégie de différenciation des producteurs de marques nationales. Enfin, la réaction en prix des marques nationales est différente suivant le type des marques de distributeurs. Ce papier confirme, sur un plus grand nombre de produits, nos précédents résultats empiriques. |
| Keywords: | PRIVATE LABELS; PRICING; EMPIRICAL MODELS; FOOD PRODUCTS ; MARQUE DE DISTRIBUTEUR; DIFFERENCIATION DES PRODUITS; PRIX; CONSOMMATION DES MENAGES |
| JEL: | L81 Q13 D4 |
| Date: | 2005 |
| URL: | http://d.repec.org/n?u=RePEc:rea:inrawp:200506&r=mkt |
| By: | Jorge, Silvia Ferreira; Pires, Cesaltina Pacheco |
| Abstract: | This paper discusses a model where consumers simultaneously differ according to one unobservable (preference for quality) and one observable characteristic (location). In these circumstances nonlinear prices arise in equilibrium. The main question addressed in this work is whether firms should be allowed to practise different nonlinear prices at each location (delivered nonlinear pricing) or should be forced to set an unique nonlinear contract (mill nonlinear pricing). Assuming that firms can costless relocate, we show that the free entry long-run number of firms may be either smaller, equal, or higher under delivered nonlinear pricing. In addition, we show that delivered nonlinear pricing yields in the long-run higher welfare and, consequently, our results support the view that discriminatory nonlinear pricing should not be prohibited. |
| Keywords: | Delivered nonlinear pricing, Mill nonlinear pricing, Asymmetric information, Pricing regulation |
| JEL: | D43 L13 D82 |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp459&r=mkt |
| By: | Cunha, Miguel Pina e; Cunha, Rita Campos e |
| Abstract: | After the collapse of state socialism in Eastern Europe, management researchers devoted considerable energy to investigate ways to smooth transition to market economies. But one country of the former Soviet bloc, Cuba resisted transition and reaffirmed loyalty to communism. Little is known about management in Cuba on the managerial impacts of the combination of two major environmental forces: the American embargo and the Soviet Union collapse, both of which have challenged the sustainability of the communist regime. This study intends to approach one particular aspect of management in Cuba: the relationship between national ideology and management practice. To analyze these topics, direct qualitative data from focus groups with Cuban managers and management professors was obtained and complemented with documentary analysis. Results suggest that the dynamics of managerial ideology can be understood as the interplay of several processes operating at distinct levels: institutional, professional, organizational and individual. The study provides a nested, multi-level understanding of management and organization as parts of a wider institutional context, which is both a source of constraint and a non-tangible resource to be used by ideological bricoleurs. The interplay between the acceptance of ideology and its use as a practical resource is a potential source of change. As such, the same professional class (managers) may be both a source of continuity and a trigger of change - a finding that is line with institutional theorys claim that it is necessary to understand both institutionalization and de-institutionalization for understanding organizational change and continuity. |
| Keywords: | Cuba, managerial ideology, institutional change, ideological bricolage |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp457&r=mkt |
| By: | Thomas Jensen (Department of Economics, University of Copenhagen) |
| Abstract: | Studies in political science and psychology suggest that voters' perceptions of political positions depend on their personal views of the candidates. A voter who likes/dislikes a candidate will perceive his position as closer to/further from his own than it really is (projection). Clearly these effects should be most pronounced when candidate positions are ambiguous. Thus a generally well liked candidate will have an incentive to take an ambiguous position. In this paper we construct a simple model to see under which conditions this incentive survives in the strategic setting of electoral competition, even if voters dislike ambiguity per se. |
| Keywords: | electoral competition; ambiguity; voter perception; cognitive balance; projection |
| JEL: | D72 D83 C72 |
| Date: | 2005–12 |
| URL: | http://d.repec.org/n?u=RePEc:kud:kuiedp:0525&r=mkt |
| By: | Nicolae Garleanu; Lasse Heje Pedersen; Allen M. Poteshman |
| Abstract: | We model the demand-pressure effect on prices when options cannot be perfectly hedged. The model shows that demand pressure in one option contract increases its price by an amount proportional to the variance of the unhedgeable part of the option. Similarly, the demand pressure increases the price of any other option by an amount proportional to the covariance of their unhedgeable parts. Empirically, we identify aggregate positions of dealers and end users using a unique dataset, and show that demand-pressure effects help explain well-known option-pricing puzzles. First, end users are net long index options, especially out-of-money puts, which helps explain their apparent expensiveness and the smirk. Second, demand patterns help explain the prices of single-stock options. |
| JEL: | G0 G12 G13 G14 |
| Date: | 2005–12 |
| URL: | http://d.repec.org/n?u=RePEc:nbr:nberwo:11843&r=mkt |
| By: | Cunha, Miguel Pina e; Rego, Armenio; D'Oliveira, Teresa |
| Abstract: | The topic of spirituality is gaining an increasing visibility in organization studies. It is our contention that every theory of organization is a theory of organizational spirituality. Based on Barley and Kundas 1992 Administrative Science Quarterly article, we discuss the evolution of management theories as spirituality theories. From such analysis, we suggest that there may be both a meaningful/liberating and an instrumental/exploitative side in the relationship between organizations and spirituality. Such a possibility is illustrated with a typology that advances four possible types of organizations regarding spirituality: the soulful organization, the holistic organization, the ascetic organization, and the professional organization. The expression of spirituality in each of these forms is discussed with the aim of contributing to a theoretically-based analysis of organizational spirituality. |
| Keywords: | management ideologies, organizational spirituality, religion |
| Date: | 2004 |
| URL: | http://d.repec.org/n?u=RePEc:unl:unlfep:wp452&r=mkt |