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Full-Text Articles in Business
What Makes Strategy Making Across The Sales-Marketing Interface More Successful?, Avinash Malshe, Ravipreet S. Sohi
What Makes Strategy Making Across The Sales-Marketing Interface More Successful?, Avinash Malshe, Ravipreet S. Sohi
Department of Marketing: Faculty Publications
Extant research on marketing strategy making (MSM) lacks process-based theoretical frameworks that elucidate how marketing strategies are made when sales and marketing functions are involved in the process. Using a grounded theory approach and data collected from (a) 58 depth interviews with sales and marketing professionals and (b) a focus group with 11 marketing professionals, we propose that MSM within the sales-marketing interface is a three-stage, multifaceted process that consists of Groundwork, Transfer and Follow-up stages. Our process-based model explicates the specific activities at each stage that are needed to develop and execute marketing strategies successfully, the sequence in which …
Consequences Of Customer Powerlessness: Secondary Control, Matthew Bunker, A. Dwayne Ball
Consequences Of Customer Powerlessness: Secondary Control, Matthew Bunker, A. Dwayne Ball
Department of Marketing: Faculty Publications
This research investigated the consequences of powerlessness when consumers experience service failure with a company that has high-exit barriers. The specific consequences investigated were three types of secondary control, which are grudge-holding, avoidance (predictive avoidance), and retaliation desire. These secondary control coping strategies highlight consumers’ ability to control their personal behaviors and thoughts, even when they cannot completely control the outcomes of a situation. A qualitative study, followed by a scenario-based survey and structural equation model, suggest that the primary direct consequences of powerlessness in commercial relationships are grudge-holding and predictive avoidance, and that both predictive avoidance and a desire …
Sales Buy-In Of Marketing Strategies: Exploration Of Its Nuances, Antecedents, And Contextual Conditions, Avinash Malshe, Ravipreet S. Sohi
Sales Buy-In Of Marketing Strategies: Exploration Of Its Nuances, Antecedents, And Contextual Conditions, Avinash Malshe, Ravipreet S. Sohi
Department of Marketing: Faculty Publications
This study uses a qualitative research design with the Grounded Theory method, to explore the multifaceted nature of sales buy-in, i.e. the sales function’s belief that marketers’ proposed strategy is appropriate and has merit. Based on 49 in-depth interviews with sales and marketing professionals, the findings indicate that obtaining sales buy-in consists of four key components: (a) objectivity and rational persuasion (b) sensitivity and responsiveness to reality (c) involvement in strategy creation, and (d) positioning for success. The findings also show that three organizational-level factors play an important role in determining sales buy-in: (1) eliminating interfunctional walls, (2) bridging the …
Underdog Consumption: An Exploration Into Meanings And Motives, Lee Phillip Mcginnis, James W. Gentry
Underdog Consumption: An Exploration Into Meanings And Motives, Lee Phillip Mcginnis, James W. Gentry
Department of Marketing: Faculty Publications
Marketers frequently position business concerns—whether brands, teams, or stores—as the non market-dominant entity (or the “underdog”). This article examines the motives for underdog support through in-depth interviews and a focus group. Findings suggest that underdog consumers support underdogs out of empathy, as a way to ensure the maintenance of equal opportunity in competition, and as a way to provide personal inspiration. Some motives for underdog support can be interpreted to be anti-consumption (or, at least, anti-corporate) in nature. On the other hand, many underdog consumers support and identify with underdogs not necessarily as a way to keep the top dog …
Does Fair Trade Deliver On Its Core Value Proposition? Effects On Income, Educational Attainment, And Health In Three Countries, Eric J. Arnould, Alejandro Plastina, Dwanye Ball
Does Fair Trade Deliver On Its Core Value Proposition? Effects On Income, Educational Attainment, And Health In Three Countries, Eric J. Arnould, Alejandro Plastina, Dwanye Ball
Department of Marketing: Faculty Publications
Alternative trade organizations (ATOs) based on philosophies of social justice and/or environmental well-being are establishing new channels of trade and marketing. Partisans promote ATOs as systems to transfer benefits from consumers in the wealthy northern hemisphere to producers in the poor southern hemisphere. The central public policy question is whether the well-being of poor agricultural producers in the southern hemisphere is actually being improved by fair-trade practices, or are consumers who buy products on this premise deceived? The research reported here partially answers the question whether participation in a fair-trade coffee marketing channel delivers benefits to smallscale producers in Latin …