Denise T. Smart

Generic retailing types, distinctive marketing competencies, and competitive advantage

Abstract This article explores how strategies and skills are transformed into competitive advantage among small business retailers. Following a review of the emerging literature on competitive advantage, results of a field study are described in which the interplay between competitive marketing strategy patterns, distinctive marketing competencies, and organizational performance is examined. Findings indicate those generic retailing types with the most clearly defined strategy patterns (named “Merchants” and “Specialists”) both possess source-of-advantage-skill superiority along a variety of marketing competencies and perform better than do those types (named “Drifters,” “Resisters”, and “Stripers”) whose marketing strategies are characterized by a lack of emphasis and clarity.

Mastering the Art of Teaching: Pursuing Excellence in a New Millennium

Being a marketing educator has never been more challenging than it is today. Student expectations and institutional accountability standards are rising with regard to the quality of instruction. Research and publication pressures continue to increase as colleges and universities seek to competitively differentiate themselves in the eyes of multiple stakeholders. At a minimum, today’s faculty members are expected to demonstrate effectiveness in both teaching and research. Earning tenure, promotion, and above-average merit pay requires excellence in both domains. Much has changed in the past 15 years, and an updated examination of teaching excellence is warranted. This article finds that many of the fundamentals associated with master teaching 15 years ago remain the same today: strong communication skills, use of an interactive style, and asking thought-provoking questions. One major new characteristic, use of technology, is identified and has the potential to become even more important in the future.

Advertising Sensitive Products

The results of two nationwide studies of opinions on the advertising of sensitive products in the US are presented in this study. Results show higher levels of approval than had been indicated in previous studies. Several significant differences are observed when the results are cross-tabulated using a number of demographic variables. Conclusions are drawn and implications for managers and researchers are summarized.

Success in Academia: Navigating the Introduction Stage of the Faculty Career Life Cycle

Assistant marketing professors begin their careers with the objective of becoming productive researchers, effective teachers, and capable servers. This article reports results of a study undertaken with 83 of the marketing discipline’s newest faculty members. These educators were asked to evaluate the preparation they had received as doctoral students and provide suggestions for improving the doctoral student to faculty member transition. Results indicate assistant marketing professors feel significantly better prepared for the challenges associated with research than they do teaching. Respondents’ suggestions for improving doctoral program preparation in regards to both teaching and research are also summarized.