A multiple, embedded case study of contemporary practices of relationship marketing in the Danish-British and New Zealand-British food supply chains

School of Managemen

Strategically leveraging corporate social responsibility

orporate social responsibility (CSR) is changing the rules of branding but it is unclear how. While the literature offers a range of approaches seeking insight to how to manage CSR-related issues, practitioners are left in a state of confusion when having to decide on how to tackle CSR in a way that benefits both the corporate brand and society at large. based on qualitative empirical research, this article offers a framework for companies to address CSR and their brands strategically, whether as entrepreneurs, performers, vocal converts, or quietly conscientious. We define these categories according to the level of involvement, integration, and the key initiator of the CSR focus. This article concludes with suggestions practitioners should keep in mind when aiming to balance stakeholder tensions and to achieve consistency in their corporate branding and CSR efforts

Emergent coopetition from a sensemaking perspective: A multi-level analysis

This article considers the development of coopetitive sensemaking across multiple levels of analysis, which include individual (micro), organizational/inter-organizational (meso), and network/ecosystem (macro). Using a sensemaking approach, a series of proposed phases are posited in a processual model using teleological assumptions of time to expose coopetition as an emergent concept. With a coopetitive mindset as an important focus at the individual level of analysis, the processual model inculcates notions of competitive uncertainty, being born coopetitive, coopetitive exploration, exploitation, and a coopetitive uncertainty phase. Using different pathways through these phases, sensemaking modes are proposed, which include network and ecosystem sensitivity. The central contribution of the article is to expose the interplay of sensemaking across multiple levels of analysis and across teleological phases

In search of relationship quality, customer retention and shareholder value: findings from an exploratory, qualitative multiple case study

This article reports on the findings from an exploratory, qualitative first part of a research that (1) theorises that successful creation of shareholder value in relationship marketing and management requires relationship quality, which translates into customer retention, and that (2) models relationship quality and customer retention as key mediating variables in the creation of shareholder value. A multiple case study involving companies (in exporter-importer dyads) in the Danish- British dairy sector, the Danish-British bacon sector and the New Zealand-British wine sector explored the key constructs of relationship quality; specifically, the cases examined whether or not the dimensions of relationship quality that Roberts (1998) and Roberts et al. (2000) have suggested are an appropriate framework. These dimensions are as follows: trust in credibility, trust in benevolence, commitment, conflict, satisfaction and social bonding. The evidence of the findings suggests that it does make sense to employ relationship quality as a concept in relationship marketing and management, and that the six dimensions are an appropriate framework for doing so. The managerial implications of the research findings are examined. The article concludes that there is a positive relationship between all of the antecedents of relationship quality (except for conflict), and that there is a positive relationship between customer retention and all of the consequences of customer retention (except for customer costs), and it proposes to test this idea in a confirmative, quantitative second part (using LISREL) in the context of the New Zealand-British wine sector

Corruption and unethical behavior: report on a set of Danish guidelines

Corruption is defined as private individuals or enterprises who misuse public resources for private power and/or political gains. They do so through abusing public officials whose behavior deviates from the formal government rules of conduct. Ethical behavior is defined as individuals or enterprises adhering to a non-corrupt work or business practice. A review of the academic literature is conducted drawing on perspectives from the political, economic, and anthropological sciences. Insights from a Danish research program are reported on. This program identifies five different actions for dealing with corruption: (1) no action; (2) withdrawals from markets; (3) decentralized decision-making process; (4) establishment of an anti-corruption code; and (5) mutual commitment through integrity pact. The following aspects of ethical behavior should be regulated through an anti-corruption code: the company vis-à-vis political parties; gifts and entertainment expenses; political campaign contributions; and policy against small-scale corruption. Directions for future research are considered including the role of international organizations and multinational companies in fighting corruption and fostering ethical behavior; the role of countries and their governments; and the management systems

The paradox of surprise: empirical evidence about surprising gifts received and given by close relations

Purpose This study aims to explore surprising gifts received and given by close relations to identify the variables involved in creating surprising gifts. The analysis of the viewpoints of the giver and the recipient, reflecting their profiles, leads to recommendations for retailers. Design/methodology/approach An exploratory, small-scale, open-ended questionnaire (48 respondents) produces 43 (38) accounts of surprising gifts given (received), informed further by in-depth interviews (eight informants, both givers and recipients of surprising gifts). Findings This study identifies and elaborates on the variables (why, when, what, where, who and how, and their combinations) that define surprising gift giving, from both giver and recipient perspectives. The findings indicate a paradox: even if givers or recipients prefer a surprising gift, they might give or wish for an unsurprising gift to avoid disappointment. Research limitations/implications Further research should confirm the findings using representative samples. Moreover, gender differences in surprising gift giving should be investigated further. Finally, the exact characteristics and properties that make common objects potential candidates for successful surprising gifts should be studied further. Practical implications The discussion has relevant implications for manufacturers and retailers. For example, if recipients are surprised, happy and satisfied, they likely exhibit higher brand recall. The recipient’s (happy versus not happy) emotions also have spillover effects on the giver’s. Thus, retailers should provide assistance in the store and advertise their salespeople as experts who can offer advice about selecting appropriate gifts. The exact characteristics and properties that make common objects potential candidates for successful surprising gifts should be studied further. Originality/value The systematic account of all six variables, not previously analyzed in the literature, provides rich insights into surprising gift giving. The discussion of the study of givers and recipients supplements these insights

An exploration of contemporary marketing practices in the New Zealand wine sector: evidence from three cases

The purpose of this paper is to examine whether or not transaction marketing is being employed together with various types of relationship marketing. A classification scheme of contemporary marketing practices (Coviello, Brodie and Munro, 1997) is reviewed, and the need to enrich earlier research findings is discussed. A case study methodology for conducting research into the New Zealand wine sector is then considered. The preliminary findings suggest that vineyards increasingly employ a pluralistic approach to marketing combining transaction marketing with relational types of marketing, and that the softer sides of marketing are becoming important, such as social bonding, networks and interactions. The findings also give insights into whether or not vineyards are driven by their product or market

A framework for studying relationship marketing dyads

Although coined more than 15 years ago, relationship marketing remains an ambiguous concept with plenty of rhetoric but few publications on empirical evidence in support of a relationship marketing paradigm shift. A research project is currently studying marketing dyads in the international food supply chain in an attempt to better understand what constitutes relationship marketing. Four issues are dealt with in this article. First, the concept of relationship marketing, the problem area and the research questions are shortly introduced to the reader. Second, the contextual setting for the research project is described in some detail. Third, the research methodology is discussed in great depth with special emphasis on how to develop theory from qualitative case research data. Fourth, a typical example of the research process and its findings are outlined briefly