An empirical survey: Can green marketing really entice customers to pay more?

This research integrated the Social Cognition Theory and the Engel Kollat Blackwell customers’ purchasing model (EKB model) to synthetically discuss the three kinds of possible relations comprising “does negatively entice”, “does possibly entice” and “does positively entice” between green-marketing and customers’ purchasing and payment, with consideration given to environmental-protection issues. Based on the measured results, the most contributed contention of this research not only utilized three cross-analytical theories consisting of the social cognition theory (SCT) , the Fuzzy theory (FT) and the EKB model, and the novel F-ANP of the MCDM methodology to evaluate the collected data but it also manifested that Green-marketing does possibly entice customers to pay more (GMPECPM). These measured results have distinctly stunned the fundamental assumption in the traditional green-marketing research field that customers were supposed to be willing to pay more for green products and services because they were supporting green initiatives and helping environmental-protection. Further, major future research directions were also briefly demonstrated in this research as (1) the collection data have to be strengthened to gather more empirical customer feedback, corporate management comments, and professional scholars’ reports; (2) enterprises have to resoundingly establish a green-branding initiative after successfully executing green-marketing strategies.Green Marketing (G-marketing); Multiple Criteria Decision Making (MCDM); Analytical Network Process (F-ANP).

A conceptual model for global multi-channel customer management

Previous Global CRM research has recommended that scholars reassess all of CRM systems in global environment (Ward 2005; Ramaseshan et al., 2006). Channel management is one CRM systems component much influenced by the behaviour of customers in relation to the implementation and use of channel management CRM component. The consumers’ behaviours, preferences, perceptions and expectations are crucial for the implementation and use of channel management. Customers’ contact with the organization’s multi-channels can occur at several touch points through out customer lifecycle. Customers’ behaviours may be differentiated according to the individual or micro level, but it might also differ at an ecological or macro level of analysis. A conceptual model has been developed to analyze customers’ behaviours at a macro level and customers channel choices, through out the customer lifecycle

Marketing management of a successful e-business

Marketing management occupies an increasingly important position in the business world, as well as in the sphere of electronic commerce. Some participants, however, underestimate the importance of this marketing support, which may be one of the major causes of the failure and inability of some companies operating on the Internet to grow. The aim of this paper is to develop an effective marketing management process model, which can significantly contribute to the increased competitiveness of companies operating on the Internet. The validity of this model is then applied on a Czech e-shop, which has long been one of the leaders of the Czech Internet market. To achieve the objective of this paper the current situation will be analysed, and synthesis of the findings from research literature as well as modelling using the methods of abstraction and specification will be performed. This article is focused on Czech Internet market. Results of the survey (case study) will be used for further research in the field of e-business

A Framework for Key Account Management and Revenue Management Integration

This is an Open Access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported (CC BY-NC-ND 3.0) license.Key Account Management (KAM) and Revenue Management (RevM) have been widely practiced in the service industries for more than three decades, but the effects of RevM on KAM remain largely unknown. This paper addresses this neglected area of study in the marketing field by presenting a framework for KAM and RevM integration that aligns the potentially conflicting management priorities of the two. The study uses an international hotel company as a research context to investigate, first, how a long-term relational approach to KAM may have been affected by RevM short-term revenue maximization goals, and, second, how KAM could be facilitated by RevM through an integrated approach to yield optimization from perishable products and from key accounts. The proposed framework is the first attempt of its kind to amalgamate KAM and RevM, involving critical analysis to assess comprehensively the revenue and the relationship value of a key accountPeer reviewedFinal Published versio

Managing Supplier Integration into Product Development: A Literature Review and Conceptual Model

Industrial clusters, Regional agglomerations, Technological learning, Technological capability, Knowledge spillovers, Regional innovation systems

A Conceptual Framework for Definition of the Correlation Between Company Size Categories and the Proliferation of Business Information Systems in Hungary Download article

Based on a conceptual model, this paper aims to explore the background of the decision-making process leading to the introduction of business information systems among enterprises in Hungary. Together with presenting the problems arising in the course of the implementation of such systems, their usage patterns are also investigated. A strong correlation is established between the size of an enterprise, the scope of its business activities and the range of the business information systems it applies

Marketing space : a conceptual framework for marketing events

Despite the growing resonance of events within the marketing domain, they continue to receive scant coverage in academic literature, and remain a poor relation to other forms of marketing communication. This detracts from them realising their potential as a relevant and pervasive marketing delivery method. Couched between the authors previous and future (ongoing) empirical work in this area, this article provides much needed conceptual development. The paper introduces the core construct of ‘marketing space’ and associated framework. Marketing space represents the distinctive environment a marketing event creates, which is unlike that cultivated by other communication methods. Marketing space is a transient reality where representatives of an organisation come together physically, and in a planned manner, with a gathering of existing and future customer’s, clients, and wider stakeholders. Marketing events are a grouping that comprises a wide and rich variety of event types, which can be termed ‘marketing event platforms’. These range from the largest of congresses or trade shows, to the smallest and most intimate of seminars or hospitality events. The conceptual framework of marketing space, with associated concepts provides the basis of a new lexicon for practitioners and academics interested in, and utilising, events for marketing purpose. The paper also explores the rationale for the growing resonance of marketing events; examining the characteristics of events, including experiential, interactive, targeted, and relational. The paper ends with the introduction of two dichotomies to the lexicon of marketing events’ direct and indirect events, and exclusive and non exclusive events

The 4s web-marketing mix model

This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model. Next to identifying the critical factors of the Web marketing, the paper argues that the basis for successful E-Commerce is the full integration of the virtual activities into the company’s physical strategy, marketing plan and organisational processes. The four S elements of the Web-Marketing Mix framework present a sound and functional conceptual basis for designing, developing and commercialising Business-to-Consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of field projects; two of them are presented as case studies in the paper.\ud \u

The Mediating Effect of NPD-Activities and NPD-Performance on the Relationship between Market Orientation and Organizational Performance

Empirical research has demonstrated that a market orientation has in general a positive effect on organizational performance. The potential benefits of a market orientation have, however, not been realized because academics and practitioners do not yet understand the modus operandi that transform market orientation into superior organizational performance. Recent research has demonstrated that the proficiency in new product development (NPD) activities might be the key in the conversion of market orientation into superior NPD-performance, and hence, organizational performance. This study is designed to test a set of hypotheses related to the interrelationships among market orientation, the proficiency in NPD-activities, NPD-performance, and organizational performance. The results from a sample of 126 manufacturing firms in the Netherlands present evidence for the mediating role of the proficiency in several NPD-activities and NPD-performance in the relationship between market orientation and organizational performance. The fact that this mediating role has been found thus provides a better understanding of how market-oriented behaviors are transformed into superior value for customers.performance evaluation;innovation;statistical analysis;market orientation;studies

Strategic Communications and Corporate Branding: a Study of Jebsen & Jessen Indonesia Group

Corporate communications hold a vital function to maintain the company's positive image and reputation in front of stakeholders. A corporate communications practitioner must be able to handle a variety of communication processes in an organization, including to determine the right strategy to reach its communications goal. The purpose of this research is to analyze the corporate communications strategy of Jebsen & Jessen Indonesia Group to create its corporate branding and reflect it with public relations strategic planning process. The researcher gathered the primary data from in-depth interview with key informant and combine it with secondary data from other relevant data. Afterwards, it was verified by triangulation to strengthen the credibility of data and continue with analysis process. This research concluded that Jebsen & Jessen Indonesia Group has implemented its corporate branding strategy accordingly to public relations strategic planning process. Some of the targets have been achieved in one year period, however there have been suggestions to improve the future corporate branding strategy formation