Danny R. Arnold

The relationship between marketing orientation and entrepreneurial orientation

Increasing environmental uncertainty has focused greater attention on firms’ overall business orientations, particularly on the marketing orientation and the entrepreneurial orientation. The major purpose of this empirical investigation was to determine whether the marketing orientation and entrepreneurial orientation represent the same or two unique business philosophies.

Adaptive Communication: The Adaptation of the Seller's Interpersonal Style to the Stage of the Dyad's Relationship and the Buyer's Communication Style

Selection of the appropriate communication style by the selling unit can be explicitly managed; but effective selection requires an understanding of the situational nature of communication style selection as it pertains to the stages of an exchange relationship. The purpose of this manuscript is to provide a normative model that describes how sellers might adapt their communication style to best fit the buyers primary interpersonal communication style and the relevant stage of the exchange relationship.

Justification and application of path-goal contingency leadership theory to marketing channel leadership

Abstract The primary objective of this article is to integrate concepts from traditional leadership theory with the existing knowledge of channel behavior, with the purpose of moving toward a contingency theory of channel leadership. A justification for the relevance of traditional leadership theories to the marketing channel is presented. The marketing channel is viewed as a “superorganization” consisting of interdependent members with characteristics such as hierarchical structure and integration through subordination. The path-goal contingency leadership theory is then described in a marketing channel context. Research propositions focus on the relative effectiveness of various leadership styles used by the channel leaders boundary personnel.

Different Perspectives on the Marketing of Accounting Services

This manuscript suggests that the marketing of accounting services may undergo radical change very soon in light of the AlCPAFTC agreement. The implications of the consent agreement are explored through the presentation of a hypothetical debate between a marketer and a CPA, with questions posed to the debaters by an intermediary. The CPA tends to respond conservativdy to the idea of making strategic changes to take advantage of the agreement; conversely, the marketer focuses on pointing out the potential opportunities which would be available to CPAs who wish to become more competitive. The six broad questions posed by the intermediary address the six basic matters included in the agreement. One question is devoted to each of the following issues: contingent fees, commissions, referral fees, solicitation, advertising, and trade names. After the debate, the CPA is exhorted to study the AICPA-FTC agreement and to consider its impact on the planning of both short- and long-range marketing strategies.

Value Analysis for Small Manufacturers

The four-step value analysis process presented is designed specifically for smaller businesses. The purpose of the process is to provide a simplified, but practical, format for performing value analysis. The primary contributions of this approach include organization of tasks and providing a more efficient way of thinking about requisitions.

Implementing the Marketing Concept: A Case of Change Management

By combining a strong cultural emphasis and an external orientation dictated by implementating the marketing concept, a firm can improve its chances of being successful over the long run despite changing environmental and competitive situations. This paper focuses on providing an overview of the change process as it relates to strengthening a firm’s culture and implementing the marketing concept.