Competing assessments of market-driven, sustainability-centered, and stakeholder-focused approaches to the customer-brand relationships and performance

For over two decades, marketing strategy has centered on the importance of being primarily market-driven to achieve superior customer-brand relationships and firm performance. However, changes in the business environment have prompted some organizations to embrace newer approaches to marketing strategy development, such as being sustainability-centered or stakeholder-focused. Using a competing analysis framework, we assess the marketing performance implications of these three approaches to marketing strategy development (i.e., market-driven, sustainability-centered, and stakeholder-focused) while accounting for other firm and industry effects. The hypotheses are tested using secondary data involving 1716 firms over a four-year period. The results indicate that, in general, placing more emphasis on a broad set of stakeholders (i.e., customers, employees, suppliers, shareholders, communities, and regulators) when developing marketing strategy is more important in achieving superior performance than is engaging in market-driven or sustainability-centered efforts. These findings support previous research that social responsibility associated with a stakeholder-focused strategy has a positive impact on customer-brand relationships resulting in performance. The results also indicate that distinctive marketing strategies exist among tangible product firms, service firms, low/stable tech firms, and high-tech firms

The application of human resource management policies within the marketing organization: The impact on business and marketing strategy implementation

Characteristics of the marketing organization and their relationship with strategy implementation have been the focus of considerable research over the past three decades. These characteristics include the marketing organization's structure, culture, processes, influence and leadership, among others. However, little attention has been paid to human resource management policies for marketing personnel. These policies, when properly implemented, are among the strongest motivators for appropriate individual and organizational behavior. We demonstrate in this study that the application of HR policies for mid-level marketing managers (i.e., selection, training, appraisal, and compensation) vary significantly both between firms pursuing alternative business strategies (i.e., Prospectors, Analyzers, Low Cost Defenders and Differentiated Defenders) and within each of those business strategy types by the type of marketing strategy adopted (i.e., Aggressive Marketers, Mass Marketers, Marketing Minimizers, Value Marketers). Firms whose business and marketing strategies align (Fit) demonstrated significantly stronger overall firm performance scores than those whose business and marketing strategies do not align (Misfit)

Deployment of Supply Chain Security Practices: Antecedents and Consequences

Despite the importance of supply chain security (SCS), there is significant variance regarding the level of deployment of SCS practices across firms and little is known about the efficacy of these practices. This study examines the role of external (coercive pressure) and internal (top management involvement) factors that potentially explain SCS practice deployment and its effect on SCS performance. It also examines the moderating role of organizational culture. In essence, this inquiry examines the role of external and internal forces in a context where organizational action is perhaps effectively mobilized only when both external and internal pressures are salient. Using data from 166 U.S. manufacturing firms, we found that the effects of coercive forces on SCS practice deployment are transmitted via top management involvement. In addition, the effect of top management involvement on SCS practice deployment is more salient for firms with high security‐oriented organizational culture, although a diminishing return was detected. SCS practice deployment was found to be strongly related to SCS performance. We discuss the theoretical contributions and managerial implications based on our findings

Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases?

Retailers seek to utilize both online and offline purchase channels strategically to satisfy customers and thrive in the marketplace. Unfortunately, current multichannel research is deficient in answering what drives customers’ satisfaction, and consequently their loyalty, differently when customers purchase online versus at a physical store. This gap in knowledge can be a significant concern for retailers due to the negative impact of having dissatisfied customers on their bottom lines. Using a version of the American Customer Satisfaction Index (ACSI) model, we demonstrate several important purchase-channel differences in the antecedents of customer satisfaction and its subsequent effect on customer loyalty. Specifically, we show that when retail customers buy electronic goods online they view purchase value as a significant attribute in rating satisfaction, and are more satisfaction-sensitive when making repurchase decisions than when they purchase offline. On the other hand, the overall quality of the purchase experience and customer expectations are stronger drivers of customer satisfaction in the offline purchases. We provide evidence that these differences between the channels generally persist across customer demographics (gender, age, and education) and broader product categories, and we also discuss the specific contexts where they do not. Our work offers actionable guidance to retailers seeking to enhance customer satisfaction and loyalty across both the online and offline channels

The Role of Virtual Integration, Commitment, and Knowledge-Sharing in Improving International Supplier Responsiveness

Globalization has triggered significant structural strategy shifts of multinational enterprises (MNEs). With increasing global competition, MNEs have disintegrated their value-adding activities with their suppliers or subcontractors around the world (Buckley and Ghauri, 2004; Sturgeon, 2002). As a function of this mega-trend, the issue of how MNEs can effectively coordinate and control their global supply chain relationships with local suppliers becomes a critical task for MNE efficiency and competiveness

What we talk about when we talk about "global mindset": managerial cognition in multinational corporations

Recent developments in the global economy and in multinational corporations have placed significant emphasis on the cognitive orientations of managers, giving rise to a number of concepts such as “global mindset” that are presumed to be associated with the effective management of multinational corporations (MNCs). This paper reviews the literature on global mindset and clarifies some of the conceptual confusion surrounding the construct. We identify common themes across writers, suggesting that the majority of studies fall into one of three research perspectives: cultural, strategic, and multidimensional. We also identify two constructs from the social sciences that underlie the perspectives found in the literature: cosmopolitanism and cognitive complexity and use these two constructs to develop an integrative theoretical framework of global mindset. We then provide a critical assessment of the field of global mindset and suggest directions for future theoretical and empirical research

Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy

University of Tasmania, Australi

Sustainability, epistemology, ecocentric business and marketing strategy:ideology, reality and vision

This conceptual article examines the relationship between marketing and sustainability through the dual lenses of anthropocentric and ecocentric epistemology. Using the current anthropocentric epistemology and its associated dominant social paradigm, corporate ecological sustainability in commercial practice and business school research and teaching is difficult to achieve. However, adopting an ecocentric epistemology enables the development of an alternative business and marketing approach that places equal importance on nature, the planet, and ecological sustainability as the source of human and other species' well-being, as well as the source of all products and services. This article examines ecocentric, transformational business, and marketing strategies epistemologically, conceptually and practically and thereby proposes six ecocentric, transformational, strategic marketing universal premises as part of a vision of and solution to current global un-sustainability. Finally, this article outlines several opportunities for management practice and further research