Emerald | Marketing Intelligence & Planning

Coming of age: A 21 year analysis of Marketing Intelligence & Planning from 1990 to 2010

Ria Wiid, Rose du Preez, Åsa Wallström — 2012-01-27 00:00:00.0

Abstract

Purpose – This article presents a content analysis of Marketing Intelligence & Planning (MIP) for the period 1990-2010. The aim was to identify key trends in the evolution of MIP. Design/methodology/approach – Four areas were addressed, including an analysis of the nature of authorship, identification and ranking of the most prolific authors, recognition of the most influential articles based on number of citations, and an exploration of the research themes within the published articles. During the 21 years a total of 952 papers appeared in the journal and out of these, 856 were research articles and thereby included in the content analysis. A coding protocol was developed, covering author demographics, citations and research themes. Findings – Findings show a trend going from single-authored articles towards increased collaboration both within and across countries, and across institutions. The 24 most productive authors counted for 20.2 per cent of the analysed articles, and most of them were from the UK. The 856 articles included in the analysis received 9.368 citations. The five most prevalent research topics during the 21-year period as a whole were: marketing strategy, consumer behaviour, research measurement and metrics, global/export marketing, and customer relationship management. Differences with respect to the research topics were found over the time period. Originality/value – This analysis identifies key trends in the evolution of MIP. To date there has been no historical analysis of the journal and this analysis provides useful information for the MIP editorial team as well as other researchers and authors.

Crisis brand management in emerging markets: Insight from the Chinese infant milk powder scandal

Paul Custance, Keith Walley, Dongni Jiang — 2012-01-27 00:00:00.0

Abstract

Purpose – This paper seeks to address a gap in the literature relating to crisis brand management in emerging markets. Design/methodology/approach – The study is based on secondary research and 15 qualitative depth interviews with mothers living in Beijing. Findings – The study found that the Chinese infant milk powder incident significantly reduced confidence in domestic brands, altered perceptions of domestic brands, and had a profound effect on buying behaviour. Research limitations/implications – The study is based primarily on a consumer perspective and the findings cannot be generalised to a wider population with known levels of statistical significance because of the qualitative methodology and small sample size. Practical implications – The paper concludes that while crisis brand management requires managers to undertake similar actions whether they work in an emerging or a developed market, the cultural environment may cause them to actually take different actions. Originality/value – This paper makes an original contribution to knowledge regarding crisis brand management in an emerging market via insight provided by the 2008 Chinese infant milk powder incident.

The moderating role of perceived risk in loyalty intentions: an investigation in a service context

Jackie Lai-Ming Tam — 2012-01-27 00:00:00.0

Abstract

Purpose – The objectives of this study are twofold: to investigate the impact of service encounter quality dimensions on perceived value, customer satisfaction, and loyalty, and to examine the moderating effect of perceived risk on the relationship of loyalty with perceived value and customer satisfaction in high contact services. Design/methodology/approach – A questionnaire survey was adopted. Data were collected from customers who had used either hairdressing services or health care services in the past three months. Confirmatory factor analysis was used to evaluate the validity of the measures and structural equation modeling was used to assess the hypothesized relationships. Findings – Technical quality and empathy were found to display a positive effect on satisfaction in both hairstylist and physician samples. Physical environment was found to display a positive effect on satisfaction in the physician sample, but not in the hairstylist sample, and its effect on perceived value was non-significant in both samples. The results also showed that there was a significant difference between low and high perceived risk groups in both samples with respect to the relationship between satisfaction and loyalty, and the relationship between perceived value and loyalty. Research limitations/implications – The study was conducted in a professional and relational service context, thus the scope for generalization of the results to other contexts may be limited. Moreover, this study focused on performance risk. Originality/value – This study provides empirical support for the moderating role of perceived risk in the relationship between satisfaction and loyalty, and the relationship between perceived value and loyalty.

Market segmentation in Russian subsidiaries of FMCG MNEs: Practitioner and academic perspectives

Ian Wilson, Maria Mukhina — 2012-01-27 00:00:00.0

Abstract

Purpose – This exploratory study attempts to cast some light on the state of market segmentation and the issues faced by practitioners amongst a sample of Russian subsidiaries of Western multinational enterprises (MNEs) operating in fast-moving consumer goods markets. Design/methodology/approach – Qualitative research in the form of depth interviews with seven respondents was undertaken at five MNEs (covering 11 brands across 13 product categories) and one Russian-owned company which had recently recruited its senior management from Coca-Cola in Moscow. MNEs were chosen because it was believed they would have the resources to acquire such expertise and knowledge as was necessary to develop a segmentation structure. Findings – The companies researched had indicated that, in most cases, they had not been fully satisfied with their segmentations and so were engaged in continual attempts to improve their segmentations. For the majority, need-state segmentation was currently seen as a considerable step forward but other options were being investigated. The study shows that factors influencing the search for the better segmentation need to include the nature of the product but also the stage of development of the product category, itself resulting, in most cases, from the pattern of market development in transition economies. Research limitations/implications – The research uses only a limited number of respondents but there was a large degree of commonality in respect of the key broad issues. Practical implications – The study has implications for the factors to be taken into account when designing segmentation approaches, including the nature and stage of development of the product category and the purpose of the segmentation. Originality/value – As far as is known, this is the first study which addresses segmentation issues amongst Russian subsidiaries of Western FMCG multi nationals.

A new conceptualization of salesperson's customer orientation: Propositions and implications

Ramendra Singh, Abraham Koshy — 2012-01-27 00:00:00.0

Abstract

Purpose – The purpose of this article is to provide a new conceptualization of a salesperson's customer orientation, as a multi-dimensional construct. The authors aim to base their new conceptualization on extensive evidence from literature review, and synthesis of the review of literature. Design/methodology/approach – An extensive literature review of the extant conceptualizations and operationalizations of salesperson's customer orientation is first carried out. Based on the review and synthesis of literature, a salesperson's customer orientation with six domain areas is conceptualized, through several propositions in the paper. Findings – The findings of this study suggest that salesperson's customer orientation has six domain areas, namely, providing information to customers, understanding customer needs, fulfilling customer needs, creating and delivering customer value, sustaining customer satisfaction, and maintaining long-term relationships with customers. Practical implications – The sales managers can now apply more specifically, any of the six domain areas of customer-oriented selling, and understand the conditions under which a particular domain area is important for customers. Originality/value – Salesperson's customer orientation hitherto has been considered only as an application of the marketing concept. The domain of this construct, or its various sub-domain areas were not clearly delineated so far in the literature. This paper clearly explicates the domain areas of the construct while defining customer-oriented selling in the changed world of selling today.

Positive and negative cross-channel shopping behaviour

Niall Piercy — 2012-01-27 00:00:00.0

Abstract

Purpose – Purchasing behaviour across traditional retail and internet routes to market is becoming increasingly integrated. The positive and negative consequences of such behaviour for multi-channel businesses have not been thoroughly examined – while an offline retail presence may reassure customers purchasing from an online channel, poor service online may negatively influence customer usage of an offline channel. This paper aims to address this issue. Design/methodology/approach – A questionnaire survey of the online customers of four companies is employed and structural equation modelling used to investigate influences of demographic and behavioural variables (purchase involvement, loyalty, experience with the internet, company and product-type) on positive and negative cross-channel behaviour (CCB). Findings – Strong evidence for both positive and negative customer CCB is found. Females, higher purchase involvement, higher loyalty and those with more experience of the company were more likely to display positive CCB; higher education, experience with the product type and online channel negatively influenced positive CCB. Increased age, education, occupation/class and purchase involvement lead to more negative CCB; product and company experience lead to reduced levels of negative CCB. Research limitations/implications – As a first step towards understanding of customer CCB the research generates many insights; however, more research is required to explore in more depth each of the constructs discussed and measured. Practical implications – Understanding how different customer groups display different tendencies for CCB can help companies shape fulfilment and delivery strategies across different channels to market. Originality/value – The study makes contributions to customer cross-channel customer behaviour, developing implications for future research as well as management practice.

2011 Awards for Excellence

2012-01-27 00:00:00.0