Reflecting on Experiential Learning in Marketing Education

© Westburn Publishers Ltd 2014. This is the preprint (pre peer-review) version of an article which has been published in its definitive form in Marketing Review, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in [Marketing Review, Vol.14, No.1, pp.97-108, http://dx.doi.org/10.1362/146934714X13948909473266"Experiential learning methods have become increasingly popular in marketing education. Factors underlying this trend are: the desire to respond to the changing higher education environment (the student-customer); the need to endow students with employability skills; the common sense assumption that since marketing is a practical activity, learning from experience makes sense; and, pedagogic methods designed around experiential learning theory which has been widely influential in recent decades. While not seeking to argue that experiential learning methods are ineffective in marketing education, this article argues that they should be used thoughtfully and where the learning goals and the cohort of students are likely to benefit from them. In particular, marketing educators should be wary of imposing an excessively high cognitive load on their students by expecting them to learn complex concepts from experiential learning methods that themselves have an intrinsically sharp learning curve, such as client consultancy projectsNon peer reviewedSubmitted Versio

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

Is the concept of national culture of any use to global advertisers of ‘global’ products?

Peer reviewedSubmitted Versio

Cultural Influences on the Antecedents of Trust in B2B Relationships : A Study of Financial Services in the United Arab Emirates

This study investigates the impact of cultural values on trust in the corporate banking industry in the United Arab Emirates. A substantial literature exists concerning trust in inter-firm relationships, and considerable research has been conducted into trust in the banking industry. However, uniquely, this study focuses on trust in business-to-business relationships within the banking industry in the cultural context of an Arab country. The bulk of the empirical research reported concerning trust in business-to-business relationships has been conducted in Europe and North America, while a considerable amount of research into related concepts such as guanxi has been conducted within Chinese cultures. However, little empirical research has investigated trust in business-to-business relationships from the perspective of an Arab culture. Culture in the United Arab Emirates (UAE) is influenced by Islamic tradition and by Bedouin tribal values. The social and cultural characteristics that prevail in the Arab context are very different from those in nations influenced by Western or Chinese culture. Consequently, this study yields unique insights that would develop our understanding of culture and ‘shared values’ in the development of trusting business relationships with Arab businesses. The focus of this research is on the individual and on individual practices in their social setting, to explore the role of culture as antecedents of trustPeer reviewedFinal Accepted Versio

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

Towards a taxonomy of strategic research in the IMP tradition

The project reported in this article is part of a wider project, the aim of which is to investigate the contribution that interaction and networks (IMP) research has made to the field of strategy (Baraldi et al 2006). The specific aim of the sub-project described here is to develop, from the archive of IMP research, a better understanding of both the implicit and the explicit contributions that IMP research has made to the strategy field. The method employed is a systematic analysis of the IMP research database, using a content analysis approach, with the aim of developing a robust taxonomy of strategic research that has emerged from this body of knowledge. Specifically, this paper concerns itself with the development of the analytical method for this task, and with the presentation of the results of a pilot study conducted on 55 IMP research papers to test the analytical approachPeer reviewedSubmitted Versio

The Uncomfortable mix of seduction and inexperience in Vocational Students' decision making

Purpose – This paper aims to explore the process that undergraduates go through in selecting universities and courses in the context of an increasingly marketisated higher education (HE) where students may see themselves as consumers. Design/methodology/approach – The process students go through is examined with reference to the services marketing literature and using a qualitative, phenomenological approach with students encouraged to focus on their lived experiences. Findings – Notable was the reported inexperience of students who suggest an apparent focus on peripheral rather than core aspects of the HE service offering and therefore aim to quickly make “safe” choices. Also there is evidence of “satisficing” and of avoiding risks and choosing options which “feel right” rather than following a more systematic decision-making process which might be expected for such an important decision. Also noted was a tendency to defer the decision to others, including the institutions themselves, and their increasingly seductive marketing approaches. Research limitations/implications – The study is based on a vocational university with a focus on subjects for the new professions (marketing, journalism and media production). Further studies might consider how far the findings hold true for other types of subjects and institutions. Practical implications – The paper considers the implications of these findings for universities and their marketing activities, and invites them to both re-evaluate assumptions that an informed and considered process has taken place, and to further consider the ethics of current practices. Originality/value – The paper's focus on the stories provided by students provides new insights into the complexities and contradictions of decision making for HE and for services in general