Business Commons^™

Marketing Innovation: The Unheralded Innovation Vehicle To Sustained Competitive Advantage, Janet K. Tinoco

Janet K. Tinoco

Apathy by both industry and academia continues to linger with respect to the role marketing innovation plays in corporate success, made visible by the overwhelming concentration of organizational and scholarly research on product innovation. This study introduces marketing innovation as another innovation vehicle that can lead to sustained competitive advantage, particularly when synergistically combined with product innovation. In this paper the dynamics of marketing innovation throughout the industry life cycle are examined, along with the implications of marketing innovation for firm sustained competitive advantage and performance. It is proposed that the positive synergy created by marketing innovation and product innovation …

Editorial For Dynamics Of Innovation And Competitive Strategy In Transportation Research, Janet K. Tinoco

Janet K. Tinoco

No abstract provided.

Electronic Marketplaces: A Cross-Industry Comparison, Dothang Truong, Mohammad Bhuiyan

Dothang Truong, Ph.D.

This research addresses the question of the potential growth of electronic marketplaces as an e-entrepreneurship model. We will examine how electronic marketplaces are different among industry sectors from two major perspectives: the level of electronic marketplace usage and the level of e-readiness. The results of an empirical study conducted in the United States show that a wide range of industry sectors are currently prepared to use electronic marketplaces, and will use them in the future. These findings indicate a better chance for the growth of e-entrepreneurship as a solution for entrepreneurs in our current troubled economy.

More Thoughts On Microsoft, David R. King

David King

The analysis examining “The case of Microsoft’s Surface Tablet” was developed in the Spring of 2013, but the predictive ability of SWOT analysis is borne out by current events with Steve Ballmer announcing his retirement and Microsoft’s purchase of Nokia’s mobile division. The purchase of Nokia’s mobile division was enabled by the financial assets of Microsoft highlighted by the article, and it fills two strategic needs.

The Role Of Normative Political Ideology In Consumer Behavior, David Crockett, Melanie Wallendorf

David Crockett

This study of African-American consumers living in a large racially segregated midwestern city adds to extant theory on ideology in consumer behavior by considering the role of normative political ideology in provisioning. The specific roles of traditional black liberal and black nationalist political ideologies are discussed. We conclude that normative political ideology is central to understanding shopping as an expression of social and political relations between households confronting attenuated access to goods and services, ranging from housing to food, in a setting stratified by gender, race, and class. Beyond the specifics of this demographic group and setting, we suggest contemporary …

Credit Cards As Lifestyle Facilitators, Matthew J. Bernthal, David Crockett, Randall L. Rose

David Crockett

Credit cards are an increasingly essential technology, but they carry with them the paradoxical capacity to propel consumers along lifestyle trajectories of marketplace freedom or constraint. We analyze accounts provided by consumers, credit counselors, and participants in a credit counseling seminar in order to develop a differentiated theory of lifestyle facilitation through credit card practice. The skills and tastes expressed by credit card practice help distinguish between the lifestyles of those with higher cultural capital relative to those with lower cultural capital. Differences in lifestyle regulation practice are posited to originate in cultural discourses related to entitlement and frugality.

International Sales Representatives Perspectives On Value Co-Creation, Kathleen Hughes, Aoife Kent

Kathleen Hughes

Managing the buyer seller relationship has never been more challenging. Irish Sales Representatives and Business to Business Marketers attempting to succeed in both Irish and international markets have found themselves facing buyers with a level of professionalism and expertise higher than ever before. This puts pressure on the Sales Representative to harness the capabilities of their organisation, and then communicate this value creation opportunity in their sales presentations to buyers. This study aims to contribute to the field of buyer seller value co-creation in the international selling and business to business marketing environment. A survey was conducted with Irish companies …

Appearances Do Matter! What Libraries Can Learn From Clinton Kelly, Nancy E. Fawley

Nancy Fawley

One could easily mistake Clinton Kelly’s closing keynote presentation at ACRL 2011 in Philadelphia last March as light fare. Kelly, cohost of TLC’s What Not To Wear, spoke enthusiastically about the importance of one’s appearance and the necessity of making an extra effort in the way individuals present themselves. His keynote address, and the fact that a fashion expert was a speaker at a conference for librarians, sparked debates on Twitter and in the blogosphere. Do appearances matter? I say they do and add that this applies to buildings and objects, as well. Academic libraries, especially, could benefit from some …

Overseas Students In Australia: An Experiential View, Maria Ryan, Madeleine Ogilvie

Maria M Ryan

Overseas students have access to a number of learning opportunities available by virtue of a highly competitive tertiary education market system. Despite the increasing trend for remote, online-based learning programs, many students elect to travel outside their home country to experience the cultural difference of studying abroad. The benefit is symbiotic, with crucial university funding being attracted by increased numbers of overseas students seeking an enriched studying experience. The focus of this paper is the on-campus learning experience received by expatriate students studying in Australia and Singapore. How these students adapt to the different physical, social and emotional environments is …

Shu Hosts Panel On Digital Marketing, Anca C. Micu

Anca C. Micu

Sacred Heart University hosted its first annual Digital Marketing Evening recently, featuring a discussion among panelists and global digital marketing executives Brian Cohen, Clay Cowan, Andrew Markowitz and Joshua Nafman. The primary focus of the evening was where the digital marketing field is headed. The event, which was organized by Anca Micu, chair of SHU’s Department of Marketing and Sport Management, spotlighted the Department’s master’s degree in digital marketing.

Everyday Advertising Context: An Ethnography Of Advertising Response In The Family Living Room, Laknath Jayasinghe, Mark Ritson

Laknath Jayasinghe

Consumer research largely examines television advertising effects using conventional psychological accounts of message processing. Consequently, there is an emphasis on the influence of textual content at the expense of the everyday interpersonal viewing contexts surrounding advertising audiences. To help restore this theoretical imbalance an ethnographic study was conducted in eight Australian homes to explore the influence of everyday viewing contexts on advertising audiences. This article examines how the everyday advertising contexts of social interaction, viewing space, media technology use, and time impact consumer responses to television advertising texts. Advertising viewing behavior in the family living room is framed within broader …

Investigating Food Export Opportunities Of The United State From A Global Perspective: Applying Shift Share Analysis, Yasha Sazmandasfaranjan Mr.

Yasha SazmandAsfaranjan

The paper aims to analyze the exported food data of the United States in order to forecast the future of the export. The export data were collected from export.gov. The U.S. export data on more than forty destination countries, six products, for a period of ten years were collected and analyzed. The shift-share analysis was employed in data analysis. The study was carried out based on the export figures of food products namely, food and kindred products, grain and oilseed milling products, starch and vegetable fats and oils, meat products (except poultry), dairy products and poultry, prepared or preserved. The …

Achieving Change In Students' Attitudes Toward Group Projects By Teaching Group Skills, Lawrence O. Hamer, Robert D. O'Keefe

Lawrence O. Hamer

Like It Or Not? Customer Brand Engagement On Online Social Media Platforms, Justina Malciute, Polymeros Chrysochou

Polymeros Chrysochou

Social networking is currently the most popular online activity among consumers worldwide accounting for almost one in every five minutes spent online, and reaching 82% of the entire world’s online population, which represents an audience of nearly 1.2 billion internet users (comScore, 2011). For those firms who pursue their presence in social media, the issue of consumer engagement and how it further contributes in creating deeper and more lasting customer brand relationships has emerged (Kumar et al., 2010). Despite the increasing interest on customer engagement through social media, anecdotal research shows that the resulting levels of engagement are rather low. …

Increasing College Football Attendance: An Exploratory Study Of Fan Typology, Oscar T. Mcknight, Ronald Paugh, Jordan Mcknight, Wenhui Jin

Oscar T McKnight Ph.D.

No sport enjoys more popularity in the USA than football. However, not every college can fill their stadium. This study examined spectator typology and college football attendance. Four typologies emerged as well as a chronology of expectations for game events. Presented is PUNT a sport marketing strategy to increase football game attendance.

Study Of Collaborative Marketing Approach For Borderless Business World, Dipanjay Jayant Bhalerao

Dipanjay Jayant Bhalerao

The business world with borders is like a pond where the constraints are small and simple. But business world in the borderless world will be like an ocean where the borders seem without limits but with high complexity. So what makes the business simpler in limited markets is the “Degree of knowledge “about the markets & business. Fragmented markets make it easy for the entire marketer’s to compete in such businesses. But in case of the Borderless business environment this “Degree of Knowledge “about the markets becomes lower in a very strange way. So much so that in spite of …

Disney: Delights And Doubts, Nikhilesh Dholakia, Jonathan Schroeder

Nikhilesh Dholakia

Disney and its spectacularly successful theme parks are analyzed through the lens of its consumers. We focus on how Disney manages the consumption experience and discuss Disney strategies from several perspectives. Disney provides a paradigm for contemporary consumption. A framework is presented to understand consumption in Disney and Disneyesque settings. Finally, we offer cautions and critiques regarding such strategies-a guide for the informed consumer.

Cultural Contradictions Of The Anytime, Anywhere Economy: Reframing Communication Technology, Nikhilesh Dholakia, Detlev Zwick

Nikhilesh Dholakia

Technology-aided ubiquity and instantaneity have emerged as major goals of most information technology providers and of certain classes of users such as “road warriors”. New mobile technologies promise genie-in-a-bottle type near-magical qualities with anytime, anywhere access to information and services. While the complex science, systems, and economics of such technologies receive considerable attention from industry executives and researchers, the social and cultural aspects of these technologies attract less attention. This paper explores the oft-contradictory promises and pitfalls of anytime, anywhere technologies from a cultural standpoint. It makes suggestions for reinterpreting these technologies for greater human good.

Privacy And Consumer Agency In The Information Age: Between Prying Profilers And Preening Webcams, Nikhilesh Dholakia, Detlev Zwick

Nikhilesh Dholakia

This article is about the ability of the consumer to control his or her destiny in the new electronic marketspace. Two seemingly opposite phenomena – the need for privacy and the desire for exhibitionism and voyeurism – are vying for attention on the media landscape. We believe the simultaneous occurrence of privacy concerns and ultraexhibitionism is not coincidental. Indeed, exhibitionism and voyeurism seem to offer new tools for consumer resistance against the electronic surveillance systems in networked markets and are inextricably linked to consumers’ desire for control over their intimate personal information.

Consumer Subjectivity In The Age Of Internet: The Radical Concept Of Marketing Control Through Customer Relationship Management, Detlev Zwick, Nikhilesh Dholakia

Nikhilesh Dholakia

In this paper, we present a poststructuralist analysis of customer database technology. This approach allows us to regard customer databases as configurations of language that produce new and significant discursive effects. In particular, we focus on the role of databases and related technologies such as customer relationship management (CRM) in the discursive construction of both customers and customer relationships. First, we argue that organizations become the authors of customer identities, using the language of the database to configure customer representation. From this perspective, we can see the radical innovation that the customer database brings to the organizational construction of its …

India’S Emerging Retail Systems: Coexistence Of Tradition And Modernity, Nikhilesh Dholakia, Ruby Roy Dholakia, Atish Chattopadhyay

Nikhilesh Dholakia

India’s retailing sector is expected to remain in a transition spiral for the foreseeable future. Because of India’s unique context—in terms of history, regulation, institutions, demographics, geography, and traditions—available theories of retail evolution have limited applicability to the retail situation in India. Drawing from the literature, as well as from empirical research and practical experiences of over a decade, this article presents a conceptual frame for understanding the retail sector of India and the likely future trajectory of this sector.

Mobile Technologies And Boundaryless Spaces: Slavish Lifestyles, Seductive Meanderings, Or Creative Empowerment?, Nikhilesh Dholakia, Detlev Zwick

Nikhilesh Dholakia

According to the instrumental theory of technology, mobile technologies - what McLuhan's refers to as electronic prostheses - promise opportunities for greater freedom, creativity, leisure, and productivity by enhancing organic bodily functions. Correspondingly, as (Cavallaro, 2000) would argue, objects such as mobile phones, personal digital assistants (PDAs), portable physiotherapy units, laptops, and portable stereos - to name just a few - seem to impart a sense of solidity to consumers' lives. Just like prostheses, they are inserted into our everyday lives, helping our "inadequate" bodies along in fulfilling practical tasks. Phenomenologically, these kinds of mobile technologies supposedly support the subject's …

Mobility And Markets: Emerging Outlines Of M-Commerce, Ruby Roy Dholakia, Nikhilesh Dholakia

Nikhilesh Dholakia

Mobile commerce—or m-commerce—is characterized by the emerging class of location-based commercial services delivered by a variety of handheld terminals such as mobile phones and palmtop devices. At the Conference on Telecommunications and Information Markets (COTIM)-2001, an international conference held in Karlsruhe, Germany, academic researchers and business practitioners shared their experiences and frameworks about m-commerce. Selected papers based on COTIM-2001 presentations are included in this Special Issue. This paper introduces the preconditions that led to the emergence of m-commerce, the main dimensions of m-commerce that distinguish it from e-commerce, and the key arguments from the contributions on m-commerce in this Special …

Hype, Hope, And Hit In Movies: A Contribution To The Metatheory Of Bubbles, Nikhilesh Dholakia, Romeo V. Turcan

Nikhilesh Dholakia

No abstract provided.

Finanzkapital And Consumers: How Financialization Shaped Twentieth Century Marketing, Nikhilesh Dholakia

Nikhilesh Dholakia

Purpose – By tracing the history of the links of financialization to consumer behaviors and marketer actions in the twentieth century, this paper aims to show that consumer market phenomena are often shaped by the imperatives of finance. Design/methodology/approach – The paper employs selective historical overviews, mainly focusing on the USA, of four tranches of the past century: the run up to the Great Depression; from post-Depression to the Second World War; the post-Second World War Bretton Woods system and its collapse in the 1970s; and the increasingly risk-charged last three post-Bretton Woods decades of the twentieth century. Findings – …

Online Qualitative Research In The Age Of E-Commerce: Data Sources And Approaches, Nikhilesh Dholakia, Dong Zhang

Nikhilesh Dholakia

With the boom in E-commerce, practitioners and researchers are increasingly generating marketing and strategic insights by employing the Internet as an effective new tool for conducting well-established forms of qualitative research (TISCHLER 2004). The potential of Internet as a rich data source and an attractive arena for qualitative research in e-commerce settings—in other words cyberspace as a "field," in the ethnographic sense—has not received adequate attention. This paper explores qualitative research prospects in e-commerce arenas. URN: urn:nbn:de:0114-fqs0402299

The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia

Nikhilesh Dholakia

We introduce the concept of the epistemic consumption object. Such consumption objects are characterized by two interrelated features. First, epistemic consumption objects reveal themselves progressively through interaction, observation, use, examination, and evaluation. Such layered revelation is accompanied by an increasing rather than a decline of the object’s complexity. Second, such objects demonstrate a propensity to change their “face‐in‐action” vis‐à‐vis consumers through the continuous addition or subtraction of properties. The epistemic consumption object is materially elusive and this lack of ontological stability turns the object into a continuous knowledge project for consumers. Via this ongoing cycle of revelation and discovery, consumers …

Novos Serviços De Informação E Comunicação: Um Quadro De Referência Estratégico, Nikhilesh Dholakia, Norbert Mundorf, Ruby Roy Dholakia

Nikhilesh Dholakia

From the late 1960s onwards, the range of information and communication services available to residential consumers and business users in the technologically advanced nations has been growing. The future of information services will depend on the strategic and structural interactions of firms specializing in content, conduits and components.

Strategy And Segmentation Of Lady N Baby Stores, Dipanjay Jayant Bhalerao

Dipanjay Jayant Bhalerao

100 Stores of Lady n Baby stores in India! Indra Retail is on the celebrations. Being the 1st of its own kind i.e. all range retail for the mothers and kids, it has certainly brought the uniqueness to this segment. What is the way forward to quickly expand into the households through this retail venture? This is the question marketing team is facing at this CENTURY MOMENT. This time they took the path of quick learner (learning from big retailers in India) by launching the online retailing store www.LadynBabyshop.in So the challenge before them is to start doing path breaking …

Shu To Present Panel On Digital Marketing, Anca C. Micu

Anca C. Micu

Sacred Heart University’s John F. Welch College of Business (WCOB) will present “Digital Marketing Evening” on Wednesday, May 1, 2013. The evening will consist of a conversation with an impressive panel of digital marketing practitioners who will talk about the practice of digital marketing in their respective industries. Panelists will be: Brian Cohen, executive vice president and general manager, E-Tailing Solutions; Clay Cowan, vice president of global digital, Starwood Hotels & Resorts; Andrew Markowitz, global digital marketing director at GE; Joshua Nafman, senior digital brand manager at PepsiCo .