Customer Relationship Management in the E-Retailing Environment

Small business enterprise (SBE) managers often lack resources, expertise, and impact when selling in an online environment. SBEs can overcome increased competition by adopting customer relationship management (CRM) into their business model for survival and longevity. Using the conceptual framework technology, organization, environment (TOE), this multiple case study explored effective marketing strategies that small store retail managers use to successfully sell apparel and accessories in online markets. The study population included leaders from independent small online retail enterprises with brick-and-mortar stores located in the Central, Tri-Cities, or Southside areas in Virginia. The data collection process included semistructured, on-site interviews of 4 SBE owners or managers and reviewing organizational documents and online postings from those 4 organizations. Using topic coding, the data were organized into nodes grounded in the context of TOE. The thematic analysis yielded 5 themes: social media engagement, price congruency, organizational knowledge benefit, customer satisfaction, and customer engagement. The study findings revealed that a significant strategy for SBEs operating in online markets was social CRM, an inexpensive and critical tool for CRM. Further, CRM tools such as social media required consistent monitoring and the devotion of financial and human resources to deliver constant customer engagement. The implication for social change includes the potential to improve the life cycle of SBEs in smaller communities, which improves community entrepreneurial and startup success. Entrepreneurship contributes to community vitality and economic prosperity by providing employment, skill development, and job training

The role of customer intelligence in developing markets: a case study on IT organisations developing emerging markets of the Middle East in the B-to-B context

Due to the changing in the way that technology is used, marketers will have to deal with changes in customers’ behaviours and expectations, in ever more complicated market settings, across both developed and emerging economies. Realising the potential of the Emerging Markets (EM) requires insightful customer knowledge and market information. This research examines the role of Customer Intelligence (CI) in EM for IT multinational corporations in the Middle East region in a Business to Business (B2B) context, thereby bridging knowledge gaps in literature and practice. The knowledge gained is used here to develop a conceptual framework to reflect the impact of CI on developing existing markets and opening new markets in the ME / B2B world. This research followed a qualitative approach and data were collected through semi structured interviews addressing the key areas identified in existing literature and prevalidated by experts in the field. The researcher conducted interviews at two sites in the region, Dubai in United Arab Emirates and Amman in Jordan. Thirty-five elite interviews were conducted with purposively selected leaders, directors, and managers with the average of 20.8 years of experience in the field, working for 32 international organisations based in the ME including all the industry leaders. A total of interview 1140 minutes ensued, with an average of 32.5 minutes per interview. Thematic analysis using NVivo software resulted in 1678 codes, interpreted inductively to yield eight main themes and 46 influential factors that enclosed 150 variables. The main findings of this research revealed that CI and DT are mutually interactive and have a reciprocal relationship with a changing business model, that encompasses characteristics of emerging markets, marketing activities, partner eco-systems, customer segmentation with the use and the value of marketing systems and tools. However, there were indications that many firms, due to lack of CI strategy and investment, fail to reap the benefits of using CI for market coverage. A conceptual framework and model for identifying market potential and the role of CI was developed and validated by elite practitioners. This “Chandelier Model” is presented as a tool to enable practitioners to make more effective use of CI to enhance the development of emerging marke

Business model innovation for sustainable development: green technologies and BOP (Bottom of Pyramid) in emerging countries: South Africa and India

Doctoral research dissertation in the fulfilment of the requirements for the degree Doctor of Philosophy in Marketing at the Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, South Africa, 2016Globally, a vision exists of an economy which produces social, environmental and economic benefits, viz-a-viz three pillars of sustainable development, for all the individuals, communities and society at large. It also focuses on the development of the sustainable use of natural resources, to achieve a greater enviable society, therefore giving rise to the green economy (Bigg 2011). To make businesses sustainable, companies are increasingly focusing on green innovation, sustainable business solutions and re-inventing their business models, and expanding to untapped markets such as the bottom of the pyramid (BOP), consisting of more than four billion potential consumers (Farinelli, Bottini, Akkoyunlu & Aerni, 2011). Most research shows growth opportunities of green products in the bottom of pyramid (Olsen & Boxenbaum, 2009), and has increasingly created deliberations all over the world. Also, companies from both developed and developing countries are becoming increasingly interested in BOP. To successfully target the BOP with ‘green’ technologies, companies focus their business models on innovation, sustainability and economic profit, instead of gross margins (Prahalad & Hart, 2008). Very limited research evidence is present that links all these concepts together. And therefore, created an interest to examine how integration of green technology bring changes in business model innovation (BMI) for sustainability at BOP markets. The linkage between concepts - BMI, BOP and green technology, to bring sustainable development, has not been sufficiently explored, and especially with focus on emerging economies like South Africa and India. Therefore, the present research has three fold purposes. Firstly, to analyse and understand factors affecting the existing business models of various companies with green technologies targeting BOP markets for sustainable development. Secondly, the research brings an identification and understanding of number of key factors related to BMI, BOP markets and green technologies for sustainable development, and proposes a conceptual framework based on a series of underpinning relationships among these factors. Thirdly, it testifies the conceptualized theoretical framework on green business model innovation for sustainable development for BOP markets, among large companies. The primary objective of research study is to design a right green business model innovation across companies with green technologies for BOP markets. The secondary objective is to identify and compare the differences and similarities of green business model innovation for BOP markets of both South Africa and India. The present research undertakes a sequential exploratory mixed method approach, and is carried out in three phases: Phase 1: Exploration and study of business model innovation of identified industries/sectors with green technologies, targeting BOP segment for sustainable development, using qualitative research methods to formulate multiple cases. Phase 2: Identification of underpinning factors related to BMI, sustainable development and BOP consumers for green technologies; using qualitative methods and content analysis of results from phase 1, leading to design and development of theoretical framework of green business model innovation for South Africa and India. Phase 3: Testing of conceptualized framework of green business model innovation for sustainable development, using quantitative research methods. The present research tests underpinning factors of emerging green business model innovation for sustainable development, resulting from the qualitative phase, and is used to expand and generalize qualitative findings by using quantitative methods. The findings resulted in linking three theoretical emerging topics in the literature: business model innovation (BMI), green technology for sustainability and BOP. Four cases are developed through 33 face-to-face in-depth interviews with company top executives, using multiple case study approach. Each case comprised of sustainable business model innovation, representing comparison between South Africa and India, across four industries, namely, Energy, Banking, FMCG/Durable sectors and Cloud Computing. Qualitative content analysis and findings resulted in formation of themes and sub-themes and proposed prepositions, depicting the relationship between BMI, BOP, and green technology for sustainability. These prepositions aided in development of conceptual framework and proposed nine hypotheses. The conceptual model is quantitatively surveyed on 206 employees of large companies with focus on BOP markets. The quantitative findings supported all nine hypotheses. Therefore, indicating that integration of green technology is associated with performance of green product/service innovation and green process innovation in a company. Likewise, business model innovation variables; customer interface, infrastructure management and financial aspects, positively impacts sustainability of business model. The contribution of this thesis is in the development of green business model innovation for sustainable development, with focus on BOP markets. This adds to the contextual knowledge and empirical literature on business model innovation, green technologies and BOP markets. Theoretically, it brings better understanding of these concepts, and provides a basis of further research highlighting the importance of innovation while taking account of green economy and BOP. The findings provide marketing practitioners with better understanding of strategies that can be employed to innovate and change their own business models to incorporate green and sustainable initiative for BOP markets.XL201

The Relationship between Strategy and Information Systems and Their Impact on Achieving Sustainable Competitive Advantage in Supply Chain- A Survey Study on Samples from Iraqi Industrial Companies

Institutions are accelerating to achieve a sustainable competitive advantage in supply chain, its range is expanding to find the tools to help them achieve this purpose, and the growing need for these organizations to understand their current status as well as their potential. Therefore, organizations always depend on information systems to process transactions, develop products, access a large proportion of their budgets to support their operational and commercial activities, and how to acquire knowledge for business owners to access these investments. Wealth, naturally, includes an assessment of information technology and a link to business success and access to potential assets within existing innovation mechanisms primarily on the strategic emphasis of organizations in particular. The aim of this research is: to discuss the importance of integrating business strategy and information systems in the framework of achieving sustainable competitive advantage in supply chain and its impact on the sustainability of organizations and their endurance in a world of intense competition and rapid change. Design / Methodology / Approach: reviews and discusses existing literature of interrelationship and framing between business strategy, and customer relationship management systems (CRM) for related issues. Conceptual models are presented to clarify the interrelationship and impact between search streams. Results - the research finds a set of most important results is that if business organizations achieve a sustainable competitive advantage in supply chain, this requires them to match their own business strategy and information systems with the use of their resources and information and their compatibility with competitors' resources and capabilities in the context of competitive environment and how to maintain this feature which helps them achieve institutional distinction compared to their competitors. Practical fallouts: The main implications of practical fallouts revolve around the idea that "in today's intense competition markets, organizations must aim to seek sustainable competitive advantage in order to be competitive, and information systems will play a critical role in generating the necessary data that can through which organizations develop and implement business strategy, which in turn promotes the practice of success and achieve superiority at the business level

Transfer of brand knowledge in business-to-business markets: A qualitative study

This is the author's accepted manuscript (under the provisional title "Transfer of brand knowlede in business-to-business markets by brand when personified as a human: A qualitative study"). The final published article is available from the link below. This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (http://bura.brunel.ac.uk/handle/2438/8377). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.Purpose – This paper presents the approach of a one-to-one relationship for branding in business-to-business markets. With qualitative evidence, the paper seeks to clarify the links between branding, relationship marketing and purchase intention of resellers and to discuss the contribution of brand personified as brand representatives to the brand knowledge of resellers. The aim of this paper is to understand how this transfer of knowledge by brand personified as representatives of the brand is reflected in the selection process of brand for resale by resellers. Design/methodology/approach – The theory is used to develop a testable model. Information from the field was gathered through 12 in-depth interviews of brand managers of international IT brands. These interviews helped to give a deeper insight into the topic and contributed to the categorization of different themes to be developed into constructs. Components that emerged from the interviews were from different disciplines and were useful in making linkages between these disciplines. Findings – Interviewees associated the role of brand personified (as brand representative) as a conduit between brand and resellers. Given the findings, brand when personified as a human can be used to manage reseller relationships in a business-to-business network. The brand personified with its metaphorical properties enables the resellers not only to clearly understand brand-related information but also to make positive evaluations about the brand. Empirical research would be helpful to establish the indicators of brand personification and to enhance the understanding of the concept. Practical implications – The study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It will enable them to use the categories and components to ensure that their brand is the preferred brand for resellers operating in the network. Originality/value – The approach will be helpful in linking different functions of the organization to measure the contribution made by employees representing the brand to resellers in competitive markets by imparting knowledge about the brand to resellers

Innovation for a circular economy : exploring the adoption of PSS by UK companies in the baby products sector

Several authors have commented on the relatively slow rate at which Product Service Systems (PSS) have been adopted in B2B networks. Despite some prominent examples, such as the provision of integrated lighting systems to Sainsbury’s (supermarket chain) by Parkersell in the UK, and the ‘pay per copy’ (lease and take back) systems provided by copier companies such as Xerox and Canon, PSS has not been widely adopted even though the business case seems sound. Consequently, the question of identifying and overcoming barriers to PSS adoption has become an important research topic. In this study we explore barriers to the adoption of PSS in the UK baby products industry using a qualitative research design employing in-depth interviews with baby products suppliers (manufacturers) and buyers (retailers). The novelty of the approach adopted in this study is that key concepts from the Industrial Networks Approach are used to frame the analysis. Buyers and suppliers of baby products acknowledge the value of the PSS approach, but PSS adoption is found to require considerable adaptation to conventional patterns of inter-organizational interaction

Impact of CRM adoption on organizational performance: Moderating role of technological turbulence

Purpose Customer relationship management (CRM) is instrumental to attain and sustain organizational competitive advantage. Innovation in terms of CRM adoption is the key to gain competitive advantage, and being innovative is dependent on how well organizations know about changing demands of customers and their changing ways to gain access to the market. There is hence a need to develop ongoing empirical insights from diverse management perspectives into the effect of CRM adoption on organizational performance. In this context, the purpose of this study is to develop empirical insights in relation to the moderation of technological turbulence in the banking sector. Design/methodology/approach Primary data were collected and analyzed from 277 CRM staff-members of the banking sector in Pakistan to test a conceptual model. Frequencies of demographics are calculated with correlation and regression analyses using SPSS. The correlation analysis was performed to identify the direction that exists between the dependent and independent variables, and the regression analysis was performed to study the strength/intensity of the independent variable over the dependent variable. Moderating regression analysis was performed to find the moderation effect of technological turbulence on CRM adoption and organizational performance. Findings The CRM adoption has a critical positive impact on organizational performance in the settings of business-to-customer (B2C) perspective in the banking sector. Moreover, the results uncover that improved client satisfaction through CRM adoption prompts better organizational performance in the B2C organization. The authors also have found that technological turbulence has a negative guiding impact on the association linking with CRM adoption, as well as organizational performance. Research limitations/implications The conceptual model that is proposed in this study and supported by empirical insights offers researchers to develop future research studies on the moderating role of technological turbulence to analyze the influence of CRM adoption on organizational performance. Practical implications The empirical insights of this study are valuable for the professionals in the banking sector and other B2C organizations to enrich their organizational performance through CRM adoption while considering the moderating role of technological turbulence. Originality/value Based on an empirical study, in support of an original conceptual model, the insights of this paper contribute to the extant literature in the CRM, bank marketing and management, service management, B2C marketing and the emerging economy knowledge streams

Investigating brand equity of third-party service providers

Purpose: This research applies theory and techniques from the services and marketing literature to a supply chain context consisting of a shipper or seller, a customer or buyer, and a third-party logistics service provider (3PL) to investigate corporate brand equity resulting from service quality, customer satisfaction and customer loyalty towards the 3PL. Design/methodology/approach: A conceptual model was developed from the literature and tested with Finnish industrial firms using an online survey. Data were analysed using structural equation modelling to examine relationships among the four constructs. Findings: Hypothesised relationships among the four constructs in the conceptual model were supported however the relationship between loyalty and corporate brand equity was weak. Research limitations/implications: This investigatory research is based on a one country sample making transferability and generalisability to other countries difficult. Practical implications: The findings of this research should enable 3PL managers to determine service offerings that are most important to either shippers or customers, develop a service package using such offerings to satisfy needs, and thus build loyalty and corporate brand equity among both parties. Originality/value: This paper adds to our knowledge of these constructs in a supply chain context, particularly for 3PLs, and provides an interdisciplinary approach to research in the supply chain domain

Sales force impact on B-to-B brand equity: Conceptual framework and empirical test

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Suppliers' opportunity enactment through the development of valuable capabilities

Available online: http://eprints.bournemouth.ac.uk/840/1/Johnsen_output_3.pdfInternational audienceThe purpose of this paper is to describe the development and application of a theoretical framework to examine the connections between different types of suppliers, their capabilities and opportunities in customer relationships, and the illustration of these connections through the findings from empirical case studies of small and medium-sized suppliers in the metal industry in Denmark. Multiple case studies involving 17 small and medium-sized suppliers within the Danish metal industry were undertaken. By focusing on the development of capabilities that are "valuable" to customers in specific types of supply, small and medium-sized suppliers may improve their responses to opportunities in their customer relationships. Further investigation is needed on the longer-term impacts of valuable capabilities on opportunity enactment by suppliers, and the examination of key issues arising from these findings across different industries and countries. Small and medium-sized suppliers, their customers and government agencies involved with suppliers should advocate and actively support the development of valuable capabilities to enhance the effectiveness of suppliers' relationship and network strategies and their potential to seize opportunities. This study highlights that different types of suppliers require different types of current and future valuable capabilities to seize opportunities and sustain current customers or develop new customer relationships