Diane Halstead

Marketing Orientation in SMEs: Effects of the internal environment

Marketing orientation can be described as a culture in which organizations strive to create superior value for their customers (and superior performance for the business) by focusing on customer needs and long‐term profitability. Some studies have found that firms with a high degree of marketing orientation experience improved performance; othershave found mixed or non‐significant results. While all firms are strongly influenced by their external environment, small to medium sized firms (SMEs) may be even more influenced by their own internal culture. The smaller firms are less bureaucratic and more a reflection of their own specific leadership and internal circumstances. The marketing orientation of these firms may in part be determined by such factors as the scope of the business or the managerial style of the president. This study examines the market orientation of SMEs relative to several characteristics of the organization and the managerial style and background of the company president. In addition, marketing orientation is examined relative to company performance in terms of both change in sales and change in profits. The results of this study confirm some earlier research on marketing orientation and provide some new insights and questions on this important strategic dimension.

The Use of Comparison Standards in Customer Satisfaction Research and Management: A Review and Proposed Typology

This paper reviews the conceptualization, measurement, and empirical findings related to the use of alternative comparison standards in consumer satisfaction research. The evolution of this constru...

Characteristics and internet marketing strategies of online auction sellers

Internet marketing is a field that is continuing to grow, and the online auction concept may be defining a totally new and unique distribution alternative. Very few studies have examined auction sellers and their internet marketing strategies. This research examines the internet auction phenomenon as it relates to the marketing mix of online auction sellers. The data in this study indicate that, whilst there is great diversity among businesses that utilise online auctions, distinct cost leadership and differentiation marketing strategies are both evident. These two approaches are further distinguished in terms of the internet usage strategies employed by each group.

Marketing orientation in SMEs: Effects of the internal environment

Marketing orientation refers to a culture in which organizations strive to create superior value for their customers (and superior performance for the business) by focusing on customer needs and long-term profitability. Some studies have found that firms with a high degree of marketing orientation experience improved performance; others have found mixed or nonsignificant results. The marketing orientation of small businesses has not been thoroughly investigated, however. This study of more than 200 small business CEOs examines the marketing orientation levels of small to medium-sized firms (SMEs) as well as the impact of various internal variables (sales/profit performance, company characteristics, and CEO characteristics) on marketing orientation levels. The results confirm some earlier research on marketing orientation and provide new insights into this important strategic dimension.

Internet Auction Sellers: Does Size Really Matter?.

Internet marketing is a field which is continuing to grow, and the online auction concept may be defining a totally new and unique distribution alternative. Very few studies have examined auction sellers and their Internet marketing strategies. This research examines the Internet auction phenomenon as it relates to the marketing mix of online auction sellers. The data in this study indicate that, while there is great diversity among businesses that utilize online auctions, distinct cost leadership and differentiation marketing strategies are both evident. These two approaches are further distinguished in terms of the Internet usage strategies employed by each group.

Becoming a Hybrid Organization: When Traditional Nonprofits Found New Ventures

New ventures are increasingly being founded in a novel context: within the boundaries of traditional nonprofit organizations. This phenomenon represents a type of social entrepreneurship. Despite the emerging prevalence of this activity, it has received very little academic attention. This study examines the topic through an exploratory, partially-inductive study based on 33 interviews with managers and other participants in the nonprofit sector. Findings generate propositions regarding nonprofits’ key motivations for creating new ventures and the characteristics of both nonprofit organizations and the managers of their business ventures that can influence venture success. These findings have implications for theory in social entrepreneurship and the market orientation of nonprofits, and they produce concrete insights for practicing nonprofit entrepreneurs and managers.

Auction Characteristics and Outcomes : An Empirical Examination of eBay

ABSTRACT Internet auctions have become a major aspect of e-Commerce, and one of them, eBay, has become the worlds largest person-to-person auction site. This research examines several aspects of eBay auction offerings as they relate to two auction outcomes, the number of “sold” auctions and the final closing prices. Results confirm some of the previous findings and conclusions regarding auction outcomes, but little support was found for the effects of certain auction characteristics. Suggestions for online auction sellers are provided.