Business Commons^™

Shopper Marketing And Social Networks: The Path To Integration, Hannah Joy Stolze

Doctoral Dissertations

The purpose of this dissertation is to examine the phenomenon of cross-functional integration of frontline employees supporting complex marketing initiatives. This dissertation contributes to research and managers through the exploration of how integration takes place, how knowledge is integrated across functions through social ties between people, and to begin to inspect its effects on the performance of marketing strategies. Integration captures the state of collaboration and coordination between individuals within and between a firm’s functions. To date, cross-functional integration has been conceptually developed, but not empirically evaluated.

An extensive, multi-disciplinary literature review provides the foundation for understanding integration within the …

At The Frontline Of Shopper Marketing: A Multi-Method Study Of In-Store Shopper Marketing Execution, Marcellis Maria Zondag

Doctoral Dissertations

Shopper marketing is an integrated marketing strategy increasingly used in the retail channel for Consumer Packaged Goods. The main characteristic of shopper marketing is close collaboration between retail channel partners with the objective to engage customers and potential customers prior to, during, and after shopping trips. The goal of shopper marketing is to create a mindset and physical store environment that facilitates shoppers’ purchasing decisions. The in-store manifestations of shopper marketing represent the culmination of the channel partners’ joint efforts and are crucial to the success of shopper marketing as a newly minted marketing strategy.

In-store shopper marketing may well …

Shopper Value: A Framework And Examination Of The Impact Of Importance, Shopping Context And Shopping Social Situation, Robert Paul Jones

Doctoral Dissertations

This dissertation is exploratory, examining a little studied part of retail, the shopper. Shoppers are defined as: actively engaged in the pursuit of a target purchase driven by a specific need requiring a solution. The objectives of this research are to clarify the differences between consumers and shoppers, justifying the need for further study. This research also seeks to develop a values based framework of shopper behavior in order to facilitate future research. An extensive review of the literature provides a foundation for the differences between shoppers and consumers. The theory of reasoned action provides the foundation for the shopper …