George G. Panigyrakis

Internal marketing impact on business performance in a retail context

Purpose – The majority of research pertaining to internal marketing (IM) is conceptual and still remains so even at present. The lack of widely accepted definitions of the IM concept and a relevant valid measure has lead to increased attempts by academia to investigate the relative concepts and measures. The purpose of this paper is to examine a synthesis of IM and investigates its effect on business performance in a retail context.Design/methodology/approach – The context of this paper is within supermarket chains in Greece with nation wide coverage. A survey is designed and implemented using the branch managers.Findings – SEM analysis indicates five dimensions of the IM construct: formal interaction, reward systems, feedback, internal procedures and policies and internal customer orientation (ICO). Retailers seem to adopt in an embryonic stage a concept of IM. IM indeed has a positive effect on business performance.Research limitations/implications – Single key informant, single context of the paper are...

Measuring the effectiveness of marketing information systems: An empirically validated instrument

Purpose – To design and empirically validate an instrument for measuring the effectiveness of a marketing intelligence system (MkIS).Design/methodology/approach – A thorough review of the literature of IS in general and MkIS in particular was the foundation for a new conceptualisation of MkIS effectiveness, which was developed into a measuring instrument for experimental application to data collected by a pre‐tested postal questionnaire from 254 five‐star hotels in Greece.Findings – Exploratory and confirmatory factor analysis show that the proposed measuring instrument meets acceptable criteria of reliability and validity. The effectiveness of MkIS is found to comprise both internal and external components, related on the one hand to the extent to which the user organization improves functional effectiveness and corporate climate and on the other to its adaptability to market conditions and its customer responsiveness. The instrument is capable of integrating these into a holistic measure.Research limita...

Brand teams and the brand management structure in pharmaceutical and other fast-moving consumer goods companies

In the modern business environment, team building and the development of relationships with the various interfaces for the benefit of their brands are very important activities for brand managers. This study examines an extending organizational phenomenon, namely the development of teams for effective brand management in various local markets. In particular,it investigates the way brand managers in the fast-moving consumer goods and pharmaceutical industries comprehend team roles and activities by analysing the allocation of their working time and the perceived contact and significance of relationships with their interfaces. Based on the product management literature, the structure of the local brands team was empirically examined using data collected from a sample of 187 product managers working for 58 companies in different sectors in Greece. The results show that four subgroups were developed in the various sectors,but with different members.

Brand managers’ interfaces in different consumer goods industries

Focuses on how brand managers in fast‐moving consumer goods industries view their contacts with the various interfaces, allocate their working time and perceive the significance and quality of these contacts. Based on the product management literature, several hypotheses are proposed and empirically examined using data collected from a sample of 161 product managers, working for 48 companies in five different sectors in Greece. The results show that brand managers working in various sectors differ in the perception of their contacts with the various interfaces.

Marketing and corporate profitability: the case of Greek firms

Purpose - The purpose of this paper is to investigate the contribution of marketing and research and development (R&D) strategies to the profitability of Greek companies. Design/methodology/approach - With the use of secondary data the current research uses variables related to advertising and branding and also R&D expenses for Greek companies. Findings - Results show that there is no significant relationship between R&D intensity and profitability. R&D is not a leading factor to profitability, despite what the literature review supports. Originality/value - Different variables contribute to a companys profitability. There is little research related to the impact of corporate profitability and marketing. The present study is a first attempt to measure the impact of marketing activities and the corporate profitability on the Greek business environment.

A philosophical investigation of the transition from integrated marketing communications to metamodern meaning co-creation

This article contributes to the recent problematisation of the co-evolution of philosophy and marketing thought as we experience a transition from the deification of greed, individualism and hedonic consumption seen during the postmodern period of the twentieth century to the brutal class restructuring and shattering of a number of illusions of metamodernity at the beginning of the twenty-first century. It examines the philosophical foundations of advertising and communication and demonstrates the ways in which current technological and socio-political advances are rendering traditional approaches obsolete. As marketing is now recognised to be the mechanism par excellence for value co-production, so advertising – and communication in general – are but mechanisms of meaning co-production through a dialogue between the disillusioned but empowered consumer and the brand and corporation on solidarity, responsibility, morality, dignity and the sense of belonging in a community. It is hereby argued that values are far more relevant to contemporary consumers than the pursuit of an idealised lifestyle based on celluloid images of the imaginary Joneses, and thus it is advocated that discipline-wide changes need to be made.

Brand managers in the pharmaceutical industry: are they any different?

This paper examines the brand managers’ characteristics and their role in the pharmaceutical industry. It identifies the similarities and differences of that role with the role of brand managers working in the fast‐moving consumer goods industry. In particular, this study investigates brand managers’ duties, by analysing their perceived involvement in activities relevant to market analysis, planning, implementation, evaluation and training and strategic and tactical decision making. The results proved that brand managers working in various sectors have a co‐ordinating role and that their involvement in the strategic decision of their brands is still limited. They also indicated a dissimilarity in the perceived job responsibilities between the two industries.

Brand managers’ relations with industrial service providers in pharmaceutical and other companies

Focuses on the relations that product managers, as industrial buyers, develop with industrial service providers (advertising, promotional and marketing research agencies, lawyers, other consultants and distribution channels) in different business sectors in Greece. Investigates how brand managers in the pharmaceutical and other fast‐moving consumer goods industries view their relationships with their various interfaces, by analysing the allocation of their working time, the level of contact, and the perceived significance and quality of relationships with their interfaces. The results indicate that there are differences in the development of relationships amongst the sectors analysed.

Sex‐related differences of public relations managers in consumer goods companies in Greece and Italy

This paper discusses sex‐related differences in Greek and Italian public relations managers comparing individual characteristics, role, level of contact and perceived quality of relations with the various interfaces, allocation of their working time, difficulties encountered and solutions proposed. The results generally support the hypothesis that there is no difference between male and female Greek and Italian public relations managers, although the issues of environmental uncertainty and role ambiguity among women in public relations requires additional research.

Attitudes toward ads portraying women in decorative roles and female competition: an evolutionary psychology perspective

The portrayal of women in advertising is a prolific research topic and extant studies have emphasized the negative attitudes of female consumers toward stereotypic depictions of women in advertising in general. However, empirical evidence regarding female consumers’ responses to specific ads depicting women in decorative roles is scarce and conflicting. Drawing on the principles of evolutionary psychology, the present paper proposes that womens attitudes toward such ads are underlied by the evolved context-sensitive mechanism of intrasexual competition. Relevant hypotheses are tested through two experimental studies. The findings indicate that decorative portrayals in advertising elicit more favorable attitudes when female consumers compete through a self-promotion strategy with regard to a competitor derogation one. Additionally, the temporal orientation of self-referencing during ad processing emerges as a moderator of the influence of the motivational state elicited by the medium context on attitudes.