Joel R. Evans

The value of online surveys

Purpose – To provide a thorough analysis of the role of the internet in survey research and to discuss the implications of online surveys becoming such a major force in research.Design/methodology/approach – The paper is divided into four major sections: an analysis of the strengths and potential weaknesses of online surveys; a comparison of online surveys with other survey formats; a discussion on the best uses for online surveys and how their potential weaknesses may be moderated; and an overview of the online survey services being offered by the worlds largest research firms.Findings – If conducted properly, online surveys have significant advantages over other formats. However, it is imperative that the potential weaknesses of online surveys be mitigated and that online surveys only be used when appropriate. Outsourcing of online survey functions is growing in popularity.Practical implications – The paper provides a very useful source of information and impartial advice for any professional who is co...

Conceptualizing and Operationalizing the Business-to-Business Value Chain

Abstract The value chain has been the subject of considerable discussion in the literature. Most of that dialogue has centered on the value chain itself, rather than providing a more comprehensive view of the business-to-business (b-to-b) value chain. This article examines the b-to-b value chain from two vantage points. First, the paper presents a holistic model of the b-to-b value chain. This model incorporates goals, the value chain (and value delivery chain), the total delivered product, and perceived outputs (which may result in value gaps and delivery chain breakdowns). The paper then suggests techniques for operationalizing the value chain. These include a value-driven marketing checklist, a flow chart for enacting a value-driven strategy, and an approach for measuring perceived value and for making necessary strategic revisions.

Online business education in the twenty-first century: an analysis of potential target markets

The future of online business education seems quite bright. Three‐fifths of the 1,700 US institutions of higher learning that are engaged in distance education – 55 percent of which offer credit‐bearing business courses – already use some form of Internet‐based technology. Nonetheless, there have been no large‐scale studies of potential online business students in terms of their traits and desires. In this article, the background of distance education is presented. Then, the results of a major survey, involving NPD’s Online Research Panel, are discussed. In all, 2,651 adults participated in the survey, 1,945 of whom indicated some interest in online business education. Eight propositions are tested, relating to demographics, courses versus programs, reasons for enrolling or not enrolling, desired features, customer service expectations, tuition, prestige and value, and institutional attributes.

The Emerging Role of the Internet in Marketing Education: From Traditional Teaching to Technology-Based Education

The advent of new educational technologies (especially the Internet) presents more pedagogical teaching options for marketing educators and their institutions. To use these technologies well, several complex decisions must be made. This article focuses on three decision areas: the institutional mission with respect to technology in higher education, faculty development in educational technology, and a framework for online distance education. In planning how to use educational technology, full institutional support and planning are necessary. An evolutionary process is proposed in moving from traditional classroom education to technology-based (online) distance education.

Retailing in perspective: the past is a prologue to the future

Retailing institutions and practices are evolutionary in nature, and much can be learned by studying the history of retailing. Events are not as discontinuous or unique as they sometimes seem, as noted in the title of the article: ‘The past is a prologue to the future’. Building on the February 2010 special issue of the International Review of Retail, Distribution and Consumer Research, the present article takes a longer time frame and a more global (rather than regional) perspective. Modern retailing is the accumulation of incremental steps over time. The state of retailing at any given point is not only dependent on the cyclical nature of the overall economy in a country or region, but also on specific factors endemic to retailing. The theories of the retail life cycle, the wheel of retailing, and scrambled merchandising/retail accordion remain as valid and useful today as in the past, even though not always fully appreciated by retailers. As modern retailing institutions and practices move toward greater acceptance globally, opportunities in developing countries are especially promising; yet, small retailers are still dominant in many such countries. As always, retailing performance continues to vary significantly by retail category. Although Wal-Mart is the worlds leading retailer, and will be for years to come, there are substantial opportunities for other firms that properly plan and execute distinctive strategies. To succeed in the future, retailers must study, learn, and adapt in a way that both appeals to consumers and is cost efficient – a difficult balance. The article concludes with eight key principles for effective retailing – applicable to past, present, and future practices.

Are the largest public retailers top financial performers? A longitudinal analysis

Purpose – To empirically study the performance of large retailers in terms of the strategic profit model and the retail performance index over time.Design/methodology/approach – This study looks at how well the largest public US retailers performed financially from 1982 to 2001. Several measures are employed, including sales and profit growth, profit margins, asset turnover, return on assets, financial leverage, and return on net worth. The performance of Wal‐Mart is broken out.Findings – As a group, the largest public US retailers have not performed very well across a number of measures. They have not been “high performers.” Wal‐Mart has outperformed other very large retailers for virtually every financial measure. It has been a “high performer” by not losing its edge as it has grown.Research limitations/implications – Only public retailers were included in the study. Retailers reported financial data using different fiscal years. The federal government converted its data from SIC to NAICS codes during t...

The Role, Development, and Implementation of a Marketing Knowledge base as a Tool in the Enhancement and Assessment of Student Learning

Today, most schools of business and marketing departments within them place significant emphasis on the assessment of student learning, often in response to AACSB International and regional accreditation agency mandates. There is a rich body of literature on assessment philosophies and practices in business programs. However, much less attention has been paid to developing tools that enhance the long-term learning experience for students. In this paper, a new pedagogical tool—the marketing knowledge base (MKB)—is presented. An MKB is a valuable device that can facilitate both learning marketing concepts and assessing what marketing knowledge is retained by majors and nonmajors.

Marketing Strategies for Mature Brands

Many companies are placing greater emphasis today on the marketing of their mature brands. Notes several reasons for that trend persisting well into the future. Little has been written about how companies can more methodically plan and enact marketing strategies for these brands. Addresses the marketing of mature brands by: (1) providing a guide to the key (and sometimes misunderstood) terms involved with branding decisions; (2) describing a continuum comprised of ten strategic alternatives available to firms with mature brands; and (3) presenting recommendations as to when best to apply the various strategic alternatives.

A strategic approach to self-branding

Abstract Self-branding – which reflects how an individual wants to be perceived by employers, potential employers, clients, professional peers, and others in a way that will enhance their personal image – requires a careful, systematic, and adaptive strategy. To place self-branding in the proper context, we begin with the concept of branding as it relates to the sub-set of self-branding. We present an overview of brand management, brand longevity, global issues, and brand communications; and discussions of brand personality and positioning, brand equity, and corporate branding. Then, we investigate strategic self-branding, including: an overview of self-branding, the steps involved in self-branding, self-brand differentiation/positioning, mastering the self-brand, self-brand management and re-invention, and creating and sustaining an online self-brand.

Retailing and the period leading up to the Great Recession: a model and a 25-year financial ratio analysis of US retailing

Today, more than ever, retailers need to analyze the key solvency (liquidity) and efficiency financial ratio measures that affect how well their firms perform and to engage in long-term activities that will lead to improved results. Clearly, the recent ‘Great Recession’ has had a significant negative impact on retailers worldwide. Yet, an important question remains largely answered: Was the retail industry a major contributor to the events leading up to the economic crisis or was it an affected bystander shaken by the recession? This paper addresses the question for US retailing, the largest retail economy in the world. Although there has been considerable research on some aspects of the performance of the industry and individual firms, no prior studies exist that comprehensively examine the financial ratio performance of the totality of US retailing over time. Here, the financial performance of US retailers in 54 different sectors is analyzed for the 1982–2007 period using a model and data derived from Dun & Bradstreets annual Industry Norms & Key Business Ratios. Results show that for many financial measures – such as the current ratio, liabilities to net worth, return on sales (profit margin), return on assets, financial leverage, and return on net worth – US retailings financial performance has been in a steady decline for decades. The model introduced here is largely validated.