Can Uslay

Implications of the Revised Definition of Marketing: From Exchange to Value Creation

The distinctive difference between the 1985 and the 2004 American Marketing Association definitions of marketing is the lack of exchange. In the new definition, a focus on creating and delivering value through customer relationships replaces the historical focus on the exchange paradigm. The authors welcome this change and discuss its implications, the limits of the exchange paradigm, the merits of value creation, and the future paradigm for marketing.

Do Marketing Media Have Life Cycles? The Case of Product Placement in Movies

This article examines the economic worth of product placement in movies over a time span of 40 years (1968–2007). The authors find an inverted U-shaped relationship between the year of the movie release and the returns associated with product placements. In addition, a similar inverted U-shaped relationship characterizes the economic worth of tie-in campaigns associated with product placements. These findings are consistent with the habituation–tedium theory used to explain the inverted U-shaped pattern in response to novel advertisements and suggest that the same mechanism could be influencing the response to an entire marketing medium. Overall, the results reinforce the notion that marketers find it increasingly difficult to get their message across using traditional media and underscore the need for the marketing industry to reinvent itself when new tactics lose their luster. The authors conclude with a discussion of additional empirical regularities.

Integrating Internet Technology in Marketing Research Education

This paper considers the applications and implications of Internet technology in an essential aspect of any marketing curriculum: Marketing Research education. A review of relevant literature on the use of technology and the Internet in marketing education is presented and current and potential issues are discussed from evaluation, strategic, and implementation perspectives. The outline follows the marketing research process and the major topics that are standard in a marketing research course. The authors discuss each phase and demonstrate the use of Internet technology for each. Most implications apply to distance education initiatives as well as classroom-based efforts.

Commentary on “The Essence of Business Marketing Theory, Research and Tactics: Contributions by the Journal of Business-to-Business Marketing,” by Lichtenthal, Mummalaneni, and Wilson: A Paradigm Shift and Prospection Through Expanded Roles of Buyers and Sellers

ABSTRACT The authors build upon the effort by Lichtenthal, Mummalaneni, and Wilson (2008) and others to applaud the B2B marketing progress to date and delineate the paradigm shift in marketing from goods to service-dominant logic, and from value creation to value cocreation. They argue that inquiry through the expanded roles of buyers-sellers will enable favorable innovation/customer/financial outcomes depending on the interaction(s) and metrics emphasized. They also provide the propositions that underline their logic.

Marketing/entrepreneurship interface research priorities (2010‐2012)

Purpose – The goal of this paper is to provide leadership and guidance to scholars interested/working on the marketing/entrepreneurship interface (MEI) and those in the related fields of marketing and entrepreneurship, and drive the research agenda through the use of collective intelligence. As such, this research note aims to publicize the research priorities gathered from the collective wisdom of the field.Design/methodology/approach – Questionnaires and interviews were utilized to gather information in multiple stages.Findings – A three‐tier structure of research priorities was identified. The authors hope that accomplishments and progress towards these research priorities will be documented in the next iterations of an ongoing effort for gathering, updating, publicizing, and utilizing MEI research priorities.Originality/value – This research note presents the MEI research priorities for 2010‐2012 in a three‐tier structure, describes the motivation for the initiative, the process used to construct the ...

Commentary: Relative Presence of Business-to-Business Research in the Marketing Literature: The Demand-Oriented Path Forward

In this article we discuss the relative presence of business-to-business (B2B) research in the marketing literature. We concur that B2B research is underrepresented in marketing literature and business school curricula. Avenues for remedy, improvement, and future research are presented.

Case Analyses with Extensive Student Involvement: Management versus Consultants Case Method (MCM)

Student involvement is a vital element of effective learning. Excessive use of the traditional case method (TCM) has been criticized for diminishing student involvement. This article introduces a variant of TCM named Management versus Consultants Case Method (MCM) to address this concern. The benefits of MCM include voluntary class participation, extensive student involvement, advanced opportunity for role playing, and the ability to provide in-depth peer/facilitator feedback. The MCM approach is compared with that of TCM and sample team assignments and a class outline are provided.

Do Businesses Get Stuck in the Middle? The Peril of Intermediate Market Share

The quest for stylized facts regarding market share and natural market structures is not new, however extant research has predominantly concentrated on share rank and distribution. Using a sample of 220K firm-year observations representative of the US economy over four decades, this study reexamines the relationship between market share and profitability. The results indicate that being ‘stuck in the middle’ is a prevalent and empirically generalizable phenomenon that persists decade after decade even as average industry profitability decreases. Businesses with roughly 3%-11% intermediate market share appear to be stuck in the middle between specialists and generalists and find themselves at significant financial performance disadvantages across industry groups. The relationship consistently follows a non-linear pattern which must be taken into account during research design and sampling.

An entrepreneurial relationship marketing approach to B2B selling: The case for intellectual capital sharing

Purpose The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative business-to-business (B2B) relationship building. B2B collaborations within the traditional marketing paradigm are restricted due to perceived opportunism. Design/methodology/approach The research is based on the grounded theory approach and involves 22 semi-structured interviews with the employees of a focal organization and its five client organizations regarding 36 implemented projects. Interviews were transcribed, coded and analyzed via constant comparison to surface codes, categories, concepts and themes from which the authors developed propositions based on the particular context of this study. Findings ICS approach helps customers to reconstruct sellers’ identity from one characterized by opportunism and arm’s length relationships to one defined by openness and collaboration. Identified benefits of ICS include higher trust, commitment, social bonding, value co-creation, individual and organizational performance and learning. Eight propositions and a model of ICS consequences are presented. Research limitations/implications The context of the study is limited to a single industry – financial services – however, the findings should be highly relevant for other sales contexts characterized by low buyer trust. Practical implications Entrepreneurial marketers can engage in ICS approach quickly at minimal cost, as the capabilities and talent are typically already internal to the organization. Originality/value This paper examines a unique relational approach to serving clients called ICS that de-emphasizes the sale. Subject matter experts help buyers overcome challenges outside the scope of the traditional marketing paradigm.

On the Consequences of Market Orientation

The authors apply logical atomism to examine market orientation and its consequences through decomposition, and illustrate how this type of inquiry can enhance our understanding. To that end, they develop models for two consciousness levels and derive twenty-nine propositions to demonstrate the diverse effects of market orientation on financial performance.