Business Commons^™

Assessing The Importance Of Brand Equity In Health Services Marketing Through The Impact Of Acquired Goodwill On Stockholder Returns, Richard A. Heiens, Robert T. Leach, Leanne C. Mcgrath

Faculty Publications

The growing importance of brand equity is widely recognized by researchers and business strategists alike. As such, creative new ways to capture the value of this intangible asset must be devised and tested. The current study uses acquired goodwill as a surrogate indicator of brand equity and looks at the importance of brand equity for firms in the health services industry by measuring the impact of acquired goodwill on stockholder returns. The findings indicate that acquired goodwill and stockholder returns appear to be significantly and positively related to each other. In addition, firms that have higher than average amounts of …

The Market Share Impact Of The Fit Between Market Leadership Efforts And Overall Strategic Aggressiveness, Larry P. Pleshko, Richard A. Heiens

Faculty Publications

The current study takes a contingency theory approach to the relationship between market leadership and a variety of marketing strategy concepts making up a firm’s strategic profile, including a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and market orientation. The results of the study support this approach, showing that at least six of the seven strategic contingency combinations exhibit a significant relationship to market share. Utilizing a sample drawn from the financial services industry, it is found that firms possessing a recommended “fit”, as when market leader firms exhibit …

A Contingency Theory Approach To Market Orientation And Related Marketing Strategy Concepts: Does Fit Relate To Profit Performance?, Richard A. Heiens, Larry P. Pleshko

Faculty Publications

With a focus on the financial services industry, the current study takes a contingency theory approach to the relationships between market orientation and a variety of marketing strategy concepts, including profitability, a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and strategic marketing initiative. Data for the study were gathered from a survey of chief executives from credit unions in the U.S. The results of the study are mixed. In particular, the findings suggest that despite the perceptions of management, it is the less aggressive and less costly approaches to …

The Relationship Between Strategic Orientation, Growth Strategies, And Market Share Performance, Richard A. Heiens, Larry P. Pleshko

Faculty Publications

No abstract provided.

Examining The Effects Of Strategic Marketing Initiative And First-Mover Efforts On Market Share Performance, Richard A. Heiens, Larry P. Pleshko, Robert T. Leach

Faculty Publications

No abstract provided.

Strategic Considerations In The Financial Services Industry: Does Strategic Consistency Influence Performance?, Larry P. Pleshko, Richard A. Heiens

Faculty Publications

This paper suggests that the consistency of strategic leadership decisions is relevant to the performance of a firm. An organization with consistency in decision making across six relevant marketing strategy variables (promotion, price, channels, products, markets, and technology) is described as exhibiting "purity-of-form". An empirical examination is performed in the financial services industry investigating the relationship of strategic consistency to both profitability and market share while controlling for the firm's environment, structure, and size.

The findings indicate that a consistent strategy may have a positive effect on share performance, with high-levels of strategic leadership observed in the better-performing group. The …

A Methodology Towards Measuring The Strategic Profile Of First-Mover Firms In Industrial Markets, Larry P. Pleshko, Richard A. Heiens, Leanne C. Mcgrath

Faculty Publications

This study goes beyond most previous research on first-mover advantages by examining the broader concept of strategic marketing initiative. Specifically, a measurement scale was developed to assess the full extent of a firm's first-mover efforts. A total of 1200 firms were surveyed, with a response rate of 12.2%. The Strategic Marketing Initiative Scale developed exhibited high reliability, and has application in assisting management in recognizing marketing areas for first mover advantages. This can result in better timing of decisions about the strategy of when to act, contributing to the ability to create a competitive advantage around marketing initiatives.

The Influence Of Product Publicity On Product Sales In A Noncompetitive Environment, Richard A. Heiens

Faculty Publications

In an effort to more fully integrate publicity into the marketing and promotion mix, the present study examines the influence of product-related newspaper, television, and radiopublicity on Lotto sales in the state of Colorado. The results of the present study indicate that in addition to Jackpot size, television publicity has a statistically significant positive impact on Lotto sales, whereas newspaper and radio publicity do not. Consequently, in their efforts to generate favorable publicity, lottery managers should emphasize the dissemination of jackpot size information via the television medium. Moreover, considering the observed 90% duration interval of .8651 weeks for the influence …