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Full-Text Articles in Business
The Impact Of National Institutional Context On Social Practices: Comparing Finnish And Us Business Communities, Jill M. Purdy, Elizabeth A. Alexander, Stern Neill
The Impact Of National Institutional Context On Social Practices: Comparing Finnish And Us Business Communities, Jill M. Purdy, Elizabeth A. Alexander, Stern Neill
Marketing
This paper investigates the impact of national institutional contexts on firms' socially responsible practices, the motives for such practices and methods of organising social practices. Surveys of firms in a liberal market economy (USA) and those in a coordinated market economy (Finland) are compared. Findings indicate that social practices differ between the contexts, providing empirical support for the theory of explicit and implicit forms of corporate social responsibility. The paper offers insight into how social practices are organised in different contexts and a new conceptualisation of the motives for social responsibility. Results suggest that national institutional context should be accounted …
Pragmatic Learning Theory: An Inquiry-Action Framework For Distributed Consumer Learning In Online Communities, Rama K. Jayanti
Pragmatic Learning Theory: An Inquiry-Action Framework For Distributed Consumer Learning In Online Communities, Rama K. Jayanti
Marketing
We examine consumer social learning from distributed inquiry capabilities in online communities. Using an inquiry-action framework rooted in pragmatic learning theory, we longitudinally trace community inquiry processes and their link to individual action in six health-related online communities. Our interpretive analyses reveal leaps and lapses in social learning. Generative learning is evident when collective productive inquiry is linked to expanding individual action repertoires. Individual disengagement diverts inquiry and disrupts inquiry-action linkages, creating lapses that degenerate learning. Within these extremes, instances of individual faltering are evident when inquiry is productive but individuals fail to leverage inquiry for empowered action.
Customer Loyalty And Lifetime Value: An Empirical Investigation Of Consumer Packaged Goods, Jason Q. Zhang, Ashutosh Dixit, Roberto Friedmann
Customer Loyalty And Lifetime Value: An Empirical Investigation Of Consumer Packaged Goods, Jason Q. Zhang, Ashutosh Dixit, Roberto Friedmann
Marketing
It is traditionally accepted that customer loyalty is critical for a firm’s profitability. Recent research,however, questions the effects of customer loyalty on profitability. In light of this controversy, we examine the financial effects of customer loyalty using the framework of customer lifetime value (CLV). Our analysis reveals that in the area of consumer packaged goods, customer loyalty is positively associated with customer revenue and customer retention, both of which drive CLV. Thus, customer loyalty is indeed a predictor of long-term customer profitability to a firm. For marketers, customer loyalty continues to be a legitimate end goal to pursue in marketing …
The Potential Implications Of Web-Based Marketing Communications For Consumers' Implicit And Explicit Brand Attitudes: A Call For Research, Sreedhar R. Madhavaram, Radha Appan
The Potential Implications Of Web-Based Marketing Communications For Consumers' Implicit And Explicit Brand Attitudes: A Call For Research, Sreedhar R. Madhavaram, Radha Appan
Marketing
Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenomenal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recognizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article discusses the potential implications of Web-based marketing communications for consumers' implicit and explicit attitudes. In doing so, first, this article reviews the emergence of research on implicit attitudes, distinguishes implicit attitudes from explicit attitudes, and discusses research on explicit and implicit attitudes …
Decomposing The Effects Of Organizational Memory On Marketing Implementation, Stern Neill
Decomposing The Effects Of Organizational Memory On Marketing Implementation, Stern Neill
Marketing
There is limited evidence to explain the effect of organizational memory on marketing implementation. This paper addresses this gap by identifying multiple components of organizational memory and examining how each affects marketing implementation. Organizational memory is a collective recollection of the past that is embedded within firm culture, procedures, and expertise. The findings demonstrate potential tradeoffs to linking versus locking into the firm’s past, particularly in turbulent environments. By decomposing organizational memory’s effects, this paper explains how organizational memory can both enable and constrain marketing implementation.