James M. Saker

Developing buyer-supplier relationships in the automobile industry A study of Jaguar and Nippondenso

Abstract The adoption of Japanese-style practices is considered to be the most effective weapon for automobile manufacturers to sustain and enhance future revenue in the face of increasingly fierce competition. This paper illustrates how these practices influence the development of a relationship, through studying the current partnership between Jaguar and Nippondenso.

DEVELOPING MARKETING STRATEGY IN THE NOT‐FOR‐PROFIT SECTOR

Examines the role of strategic marketing in public sector services. Looks at the strategic marketing planning process and identifies the barriers which hinder the utilization of synoptic marketing planning in library services. Concludes by putting forward an incremental model of marketing planning which it proposes is more applicable to this sector.

Information technology: changing the face of automotive retailing?

The purchase of a car is a highly involved process when compared with other retail experiences. Despite the range of purchase channels available and the increased level of accessible information, the majority of customers still choose to buy a car through a traditional dealer network. The sales process, which is often seen as adversarial, involves a high level of personal interaction and has remained relatively unchanged through the industry’s 100 year history. This paper examines the impact of the introduction of a computer assisted selling process on customers’ perceptions of the overall buying process. This pilot study was undertaken prior to the system’s global roll out and incorporated a range of research methods: CCTV observation, customer and staff interviews. The preliminary findings indicated that the computer assisted buying process was well received by customers.

The Two Faces of Playfulness : A New Tool to Select Potentially Successful Sales Reps

The purpose of this research is to investigate the potential of an Adult Playfulness scale that would aid in the selection of potentially successful sales reps. In the first study, we verify the construct validity of the Adult Playfulness scale in a sales context. The results show that adult playfulness has two primary factors: fun-loving and frivolous. In the second study, we show that fun-loving has a positive effect on adaptive selling by creating a learning orientation, and that it also has a positive effect on job satisfaction by lowering stress. Frivolous, however, has a negative effect on sales performance.

Business‐to‐business marketing: What is important to the practitioner?

The paper reports on research sponsored by the Chartered Institute of Marketing as part of its Canon of Knowledge initiative. The paper addresses the issue of what areas currently being taught as part of the discipline of marketing are considered important by business‐to‐business marketing practitioners. It also examines how these differ between the private and public sectors and identifies the tools and techniques felt to be most useful to practitioners.

Familiarity, expertise and involvement: key consumer segmentation factors

Purpose – It is generally accepted that the launch of a new product is critical to its success. Key to this is that manufacturers understand the market segment which is targeted for the launch. However, recent research and criticism suggest that modern segmentation strategies, aligning products with lifecycle typologies do not work. It is no longer possible to align consumers and products into neat and stable lifecycle segments. It is suggested that more importance should be attached to products having a familiarity fit with consumers – what they know and expect from a particular product. These views are moderated by a consumers enthusiasm or involvement with the product as well as their level of expertise in understanding complex products. This paper aims to look at these issues.Design/methodology/approach – This research looks at consumer perceptions to the changes to two automotive models launched by one of the major manufacturers at the Frankfurt Motor Show, Germany, held in September 2005, to discov...

Developing 'appropriate' marketing within the public leisure and library sectors: a comparative study

Marketing as an idea and practice is ubiquitous; it is everywhere. Also it is relatively homogeneous with the marketing practised in the US being the same as that used in the UK; that used for fast moving consumer goods (FMCG) also used in other sectors including services and the Public Sector. The traditional view of how marketing operates within it is, like any social science, based on some predetermined assumptions. This work considers whether the traditional view of how marketing operates is in fact reflected in reality. The focus of the research is a comparison of two very large and ostensibly similar service providers in the public sector (Leisure and Library Services) as they try to come to terms with marketing and its trappings. Whilst evidence of the uptake and application of marketing has been found in both sectors, the level of its application has been found to be greater in the leisure services sector. A number of possible reasons for this are considered, and an agenda for future research in t...

Stakeholder perspectives on developing more adaptable buildings

Despite longstanding interest in the issue of adaptability, there has been very little research into the motives and obstacles to constructing more adaptable buildings, particularly from the perspective of the stakeholders involved in the building development process. The purpose of this study was to explore the reasons why more buildings are not constructed to be more adaptable, first through a review of the literature and then through interviews with industry stakeholders in the UK, including architects, developers, engineers, property agents and local authority planners. The literature review and stakeholder interviews revealed a wide range of motives for constructing for adaptability, such as a desire to reduce life cycle costs, to produce ‘future-proof’ buildings, and to ensure that buildings are easier to sell and let. However, the literature and interviews also revealed many obstacles to creating more adaptable buildings, including an assumption that adaptability always costs more, a lack of life cycle costing, uncertainty about the benefits of adaptability, fragmentation between industry stakeholders and short-term development models. The research highlighted the need to develop a better understanding of the costs and benefits of developing more adaptable buildings so that industry stakeholders can make more informed decisions about their buildings under conditions of uncertainty.

The development of relationships and networks for successful radical innovation

The ability to innovate is a vital skill for firms wishing to compete in the global marketplace. The development of radical new products is important but much of the research has explored incremental innovation rather than more radical ones. The literature highlights the importance of relationships in the development process but suggests that the role played by relationships would be different for different types of innovation. The research was undertaken in partnership with industry and supported by the EPSRC. The aim of this paper is twofold: to develop an understanding of the issues pertaining to how relationships and networks are developed and managed to ensure the development of successful radical new products; and to build a research platform for future investigation based on some preliminary findings of dyadic interviews in the automotive industry. Issues arising show that relationships are important for NPD, however, significant differences are suggested between those that support incremental innovation and those that support the development of radical new products. The focus on understanding the relationships that lead to successful launches of radical innovations will enable all stakeholders to understand how to develop mutually beneficial relationships that create products with clear competitive advantage.

The changing consumer in the UK

Abstract For the UK, the 1980s was Margaret Thatchers decade; the 1990s may be the decade of Europe. Thatchers policies and her philosophy still have an impact on social and economic life. An examination is made of demographic changes, economic development, changes in consumption, changes in social attitude and changes in marketing channels that are taking place. Wealth has become more evenly spread throughout society although the bottom is worse off. The UK consumer is becoming more cosmopolitan with increased preference being shown for food and drink from mainland Europe. Another shift is towards increased amounts of both time and money being spent on leisure and in the rapid adoption of new classes of consumer good. There is evidence of the “greening” of the economy but individuals only seem willing to take individual action to “green” their lifestyle for a financial incentive.