Marketing Communications and Environmental Turbulence: A Complexity Theory View

This paper investigates how the choice of different marketing communications activities is influenced by the nature of the company’s external environment, when viewing the environment through a complexity theory lens. A qualitative, case method, using depth interviews, investigated the marketing communications activities in four companies in order to identify the promotional activities adopted in more successful firms in turbulent and stable environments. The results showed that the more successful company, in a turbulent market, subtly uses some destabilizing promotional activities but also makes use of some stabilizing promotional activities. This paper is of benefit by emphasizing a new way to consider promotional activities in companies

Leveraging dynamic export capabilities for competitive advantage and performance consequences: Evidence from China

As the business arena becomes more global and therefore dynamic, organizations must balance their capabilities with the demands and the conditions of the international marketplace. This leads firms to trade off the development of more capabilities with the identification of core capabilities which can best improve export competitiveness and performance. Based on the Dynamic Capabilities Approach (DCA), we develop a model of four export capabilities, namely adaptability, innovativeness, unpredictability, and task-flexibility, aimed at achieving competitive advantage in foreign markets and enhance export performance. Based on a survey of 213 Chinese exporting organizations, we find out that innovativeness, unpredictability and task-flexibility are positively related to competitive advantage, while adaptability is negatively related to it. Moreover, we uncovered that in the cases of adaptability, innovativeness and task-flexibility their impact on competitive advantage diminishes under higher levels of competitive intensity, however, for unpredictability this impact becomes negative. We also confirm the necessity of addressing competitive advantage separately from firms’ performance

Investigating the influence of performance measurement on learning, entrepreneurial orientation and performance in turbulent markets

Purpose: This study aims to examine how comprehensive performance measurement systems (CPMS) influence entrepreneurial orientation, market-focussed learning (MFL) and employees’ perceptions of firm performance within a service-provision context. It also considers the moderating effect of low and high levels of perceived market-turbulence (low-turbulence environments [LMT] vs highly turbulent environments [HMT]) on the relationships between these concepts.Design/methodology/approach: PLS-SEM was used to test the hypothesised relationships using survey responses from 198 employees of a leading multi-branch travel agency in Iran.Findings: The findings demonstrate that CPMS positively influence MFL and, in doing so, have a positive effect on perceptions of firm performance. However, the findings also suggest that CPMS negatively influence entrepreneurial orientation, and therefore can also negatively influence perceptions of firm performance. Further, the relationships between CPMS, entrepreneurial orientation, MFL and firm performance are stronger for HMT when compared to LMT for all relationships.Practical implications: Industry managers should adapt their CPMS to include measures specific to intra-organisational entrepreneurship and innovation and should pursue greater understanding of changing customer preferences.Originality/value: This study highlights the importance of MFL as a means of avoiding the negative impact of underdeveloped market research on performance in the turbulent Iranian context. Contrary to previous literature, it provides an example of how CPMS can negatively influence entrepreneurial orientation in such environments.</p

The Impact of Strategic Drift and Tactical Wear – Out: An Anecdote Example: The Case of the Distribution of Petroleum Products by Nigeria National Petroleum Corporation (NNPC)

The focus of this paper is to give an anecdote example of the impact of strategic drift and tactical wear – out using the case of the distribution of petroleum products by Nigeria National Petroleum Corporation (NNPC). Based on industry internal documentation, market reports, and the experience of the populace, the reasons for NNPCS strategic drift and tactical wear - out are based on its current and historical strategies and tactics. The current practices have become obsolete because customer needs, human resource needs, technology, and the environment (political, social and economic factors) change the rules of the game and these had impacts on NNPC’s business activities. As a result, strategies and tactics have become tired or worn-out. The paper suggests that NNPC re-addressed its current strategies in line with the current environmental factors to avoid drift situations by exploring new opportunities and exploiting existing ones to avoid strategic drifts. Also the paper suggests that NNPC could chose between adaptation and evolution or reconstruction and revolution as a change in the marketing strategy depending on the degree of the strategic drift or wear out

The Minimized Face of Internal Communication: An Exploration of How Public Relations Agency Websites Frame Internal Communication and its Connection to Social Media

Internal communication is increasingly vital to organizational success due to the influence of social media, yet it remains understudied within public relations research. Using a qualitative content analysis of 181 websites, this study examines how leading public relations agency websites frame the value of internal communication and its connection to social media. Findings reveal internal communication is largely missing from the frame. When explicitly referenced, it is mostly framed as synonymous with employee communication as a means for management to communicate to employees, though some portrayals are more robust. Websites frame internal communication’s value as enhancing financial outcomes by improving workplace culture, employee engagement, and workers’ willingness to support management’s preferred organization brand or reputation. Social media are disconnected from internal communication and are mostly framed as tools that require additional employee training to use in order to reach external audiences. A handful of agencies urge organizations to include social media and internal stakeholders within the internal communication function. Recommendations are made for future internal communication research and practice

The Relationship Between External Turbulence and New Product Development Practices

This dissertation considered whether new product development practices employed resolved the uncertainty and equivocality in information processing created by external turbulence. With external turbulence coming from more sources and arriving with greater frequency, this wave of change must be addressed to achieve desired project outcomes. Healthcare was the target industry for this research and respondents were selected from members of HIMSS, the Healthcare Information Management Systems Society. Five hundred sixty-three survey responses were collected about completed new product development projects. The aspects of the projects reported included the external turbulence experienced, flexible new product development practices employed, the effectiveness of information processing and the project’s outcomes. The results using all respondents did not show support for the crucial hypothesis that reduction of uncertainty and equivocality in the information processing environment leads to desired new product development outcomes. While the full respondent set did not support the main hypothesis, the subset of projects that were completed during the ramp-up of the Affordable Care Act showed the hypothesized relationship. With the Affordable Care Act ramp-up, there was a wave of change and a high volume of new information generated by external turbulence. Those organizations that were successful used their information processing capabilities to reduce uncertainty and equivocality and address the changes. Their information processing capability combined with flexible product development practices was directly related to positive new product development outcomes. The extreme example of external turbulence that occurred during the Affordable Care Act ramp-up supported the crucial hypothesis about information processing. The research also found that external turbulence is related to the positive use of flexible new product development practices and that use of those practices is directly related to desired new product development outcomes. In the presence of external turbulence, product development teams use flexible new product development practices to achieve desired project outcomes. The major implication from this study is the need by product development teams to consider external turbulence as a factor in all product plans. It was the strongest relationship reported

The human impact on the emergence of firm supply chain agility: a multilevel framework

Purpose The human element, especially its multilevel manifestation, has been overlooked in research investigating the antecedents of firm supply chain agility (FSCA). The purpose of this paper is to explore how a firm’s entrepreneurial orientation and market orientation affect FSCA through individual capabilities and actions within the boundary conditions of individual identification with the firm and organizational work climate. Design/methodology/approach Following a multilevel approach and drawing on a cross-disciplinary reading of the literature, the authors analyze drivers and enablers of FSCA and advance a framework explaining the emergence of FSCA within the boundary conditions of transformational leadership, individual identification and organizational work climate. Findings The authors advance that relevant individual capabilities and intraorganizational actions underlie FSCA in the firms’ pursuit of realizing their strategic orientations as increased agile capacities. The effectiveness of individual capabilities and actions for the emergence of FSCA is contingent upon the extent to which managers identify themselves with their firm, transformational leadership and the nature of organizational work climate. Originality/value The original contribution of the paper is to explain the interplay between the multilayered attitudinal, behavioral and structural enablers of FSCA and incorporate the human element into the research on the antecedents of FSCA

ORGANIZING FOR THE DIGITAL WORLD: A PATHWAY TOWARDS THE AGILE MARKETING CAPABILITY

The ultimate goal of this dissertation is to explain how agility intersects in the field of marketing capabilities, in order to deepen the understanding about a new marketing capability: the Agile Marketing Capability. My dissertation consists of three papers. The first paper inquires how the Agile Marketing Capability can be formally theorized and conceptualized, identifying its key theorizing elements and putting the basis for its further exploration and analysis. The outcomes of this first study identify the core dimensions (or constructs) of the Agile Marketing Capability, advance a holistic theoretical model, and discuss the underlying constructs and relationships. With this first conceptualization of a marketing-focused capability of agility, I start outlining a new path of marketing capabilities, seeking to redefine marketing capabilities by learning more about Agile Marketing implementation. Thus, I lay the terrain for future exploration and forecast of this topic, and enrich the debate on the opportunity to integrate agile principles into marketing studies, and ultimately impact marketing capabilities. The second paper provides an initial empirical investigation of agile capability in marketing field, exploring its main defining features and thus elaborating some key theoretical and empirical dimensions which may characterize and compose the Agile Marketing Capability. The outcomes of this second study identify and organize the key theoretical concepts and dimensions of the Agile Marketing Capability in a theoretical framework. To summarize study results I also formulate some propositions, which could stimulate future theoretical and empirical research towards this topic. The findings of this research considerably advance extant knowledge on capabilities greater aligned with digital transformation challenges, which is a topic still at an early stage in current literature. Specifically, the analysis carried out in the second paper improves the understanding on agility in digital and international marketing settings, contributing to extend dynamic capabilities and marketing capabilities literature. In the meantime, the framework and propositions of this study, as well as the empirical findings, contribute to explain what strategic actions are needed to foster marketing agility, thus pursuing and implementing an Agile Marketing Capability. The third and final paper extends the body of knowledge of agile capabilities in marketing field by looking at how different organizations pursue and implement the Agile Marketing Capability. The outcomes of this third study deepen the conceptualization and definition of the Agile Marketing Capability dimensions, proposing a four-stage Agile Marketing Capability maturity framework. The framework provides key actions, activities and behaviours organized in progressive maturity levels to enable organizations to assess and improve their capabilities in Agile Marketing implementation. The findings of this work contribute to deepen the body of knowledge on marketing capabilities and agility research streams, explaining the benefits that could derive from employing agile approaches and capabilities in marketing, and how their employment actually may enhance organizations’ extant marketing capabilities, particularly in turbulent and fast-changing contexts. Notably, the analysis performed in this third study sheds light on progressive behaviors and actions representative of different maturity levels in the development and management of the Agile Marketing Capability. The maturity framework proposed in this paper and the empirical findings clarify to managers and practitioners how to assess current maturity level in the development of such capability, understand potential improvement actions, and, thus, achieve higher levels of performance. Briefly, it provides useful guidelines for organizations to become more agile in their marketing capabilities

Building Stronger Channel Relationships Through Information Sharing

Does sharing market information help channel partners to buildstronger mutual relationships? Is low initial trust really animpediment for further relationship development by means ofinformation sharing? How do connections with other competingchannel partners affect the relationship building process? Toaddress these questions, we conducted an experimental study.Our findings show that retailer information sharing helps todevelop higher quality supplier relationships. Interestingly,even if the initial level of trust in the retailer is low, therelationship quality substantially improves. In a morecompetitive situation the suppliers respond more favorably tothe retailer?s information-sharing initiative.experimental design;information-sharing;interfirm collaboration;marketing channels