Beata Kupiec-Teahan

Customer community and co-creation: a case study

Purpose – This paper aims to provide insights into the development and management of a customer community, informing product innovation and engaging customers in co‐creation of a consumption experience.Design/methodology/approach – A review of the state of current knowledge about co‐production, co‐creation and customer communities is followed by discussion of the case study methodology. The case history of a leading player in the UK and international “sportkiting” market focuses on product innovation and customer‐community development. Discussion reflects in more detail on the lessons from the case for application of the principles in practice.Findings – The case companys innovative product development strategy provides the catalyst for co‐creation of a customer experience. Its marketing actions extend beyond product development and innovation to actively co‐creating experiences with customers, fostering a sense of community among users, facilitating communication within that community, acting on the fee...

Marketing in small hotels: a qualitative study

Purpose – The purpose of this paper is to contribute to the understanding of marketing in small hotels specifically, and, more generally, to the area of SME or entrepreneurial marketing.Design/methodology/approach – A deductive‐inductive approach based on interviews with 15 small hotel owner‐managers, supported by web site analysis and three in‐depth case study interviews, was used to provide a profile of marketing activities in small hotels in North Wales.Findings – The application of Carsons levels of activity model to characterise and classify the marketing strategies and activities of the respondent hotels suggested that for these small hotels an additional category would be helpful in characterising marketing activities, inexpert marketing. On this basis, five of the hotels were in the non‐marketing category, eight in the inexpert category, and two in the implicit category; none were in Carsons sophisticated category. Further, any one hotel might fall into different categories on the basis of their...

Marketing for survival: a comparative case study of SME software firms

Purpose – This study seeks to explore the success and failure of two similar small software technology firms from a marketing perspective. Using a dyadic approach, the research aims to compare the degree of customer orientation and innovativeness exhibited in both firms and to understand contributing factors for success and failure.Design/methodology/approach – A two‐case comparative case study was employed as the primary method of investigation. Participant‐observation in both firms and 22 semi‐structured interviews with owner‐managers, employees and customers provided a holistic approach to how these firms perceived and prioritised marketing and innovation.Findings – There is a need for small software firms to strike a balance between customer orientation and innovativeness in order to survive. In terms of customer orientation, the findings show that it is not only related to customer contacts and relationships, but is also about delivering on the promise. The small firms ability to achieve this is hig...

Customer-perceived value in business-to-business relationships: A study of software customers

Abstract Despite the importance of relationships in business-to-business (B2B) contexts, there is limited research as to what customers expect and value from relationships in industrial contexts. This study, therefore, seeks to understand customer-perceived value better by investigating actual and prospective customers in the software industry. A two-level analysis of customer perspectives on relationship attributes was conducted. First, semi-structured interviews were conducted with customers of a micro software firm. Insights from these interviews were then used to inform the second stage of the study, an online survey using Adaptive Conjoint Analysis, to identify the relative significance of these attributes. A total of 256 industrial buyers completed the survey. A new Customer Relationship Attributes Model (CRAM) is presented which encapsulates major attributes that current and prospective customers consider when entering into a relationship with their software supplier. The CRAM identifies five product-related attributes (price, functionality, bilingual capability, location, and software quality), and seven service-related attributes (communication, understanding of the customer, trust, relationship, service, professionalism, and employee expertise).

Exploring marketing and relationships in software SMEs: A mixed methods approach

Purpose The aim of this article is to develop an understanding of marketing and customer relationships in software SMEs using a mixed methods approach.Design/Methodology/Approach The methodology combined qualitative research methods along with quantitative Adaptive Conjoint Analysis (ACA). Qualitative methods included two case studies of SMEs in the software industry which was supported by participant observation of both SMEs. In order to ascertain detailed customer perceptions and expectations of their software supplier, 17 semi-structured interviews were conducted with the software firm’s customers. The interview subsequently informed the Adaptive Conjoint Analysis (ACA) which was chosen as an analytical tool to establish quantitative hierarchy of relevant attributes identified at the qualitative stage of the study. Findings Marketing in software SMEs is dependent on effective relationships between the SME and its customers and these relationships should be based on providing a quality software solution, understanding the customer requirement and professionalism. Other marketing tactics that are used to improve customer perceived credibility include forming alliances and partnerships within the technology sector.Originality/Value This combination of methods has made it possible to explore marketing practices within software SMEs alongside exploring the centrality of customer relationships. Therefore the findings contribute to the knowledge of marketing in software SMEs and customers’ decision-making processes when purchasing software. Practical Implications: Software SMEs should proactively develop relationships with prospective as well as current customers and strive for a balance between customer orientation and innovation by involving the customer throughout the development of the software solution. This pragmatic approach has provided applicable results due to insight into management cases complemented with industry expectation of software product and service delivery.

Executive training exercises in small hotel marketing

Purpose – This papers aim is to help hospitality management executives and graduate students to understand and to develop marketing expertise in the small hotel sector.Design/methodology/approach – Case studies for three hotels illustrate some major marketing challenges for the small hotel sector. Marketing activities are characterized by non‐marketing, inexpert marketing, implicit marketing, and sophisticated marketing categories. These categories are adapted specifically for the small hotel sector.Findings – Some hotels fall into a distinct category, while other hotels span multiple categories depending on their involvement level in various marketing activities (e.g. marketing intelligence, or promotion).Originality/value – Training exercises highlight specific marketing issues relevant to small independent hotels. Using the model, benchmarking suggestions are developed based on the hotels marketing activity level. These exercises help practitioners to recognize this sectors diversity due to a wide s...