Len Tiu Wright

Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study

Abstract This study explored customer relationship management (CRM) experiences of business-to-business (B2B) marketing firms in the mobile telecommunications sector using the qualitative focus group approach and the study drew on the resource-based view. The qualitative focus group approach was adopted and two focus groups were held, which comprise 10 staff of mobile telecommunications B2B firms. The interview data were analysed using thematic template and content analysis, respectively, with the aid of Nvivo 10 software. The study found four emerging themes, which characterise CRM experiences of mobile telecommunications B2B marketing firms and they include: resource commitment; product knowledge development; customer orientation behaviour; and B2B service personalisation. The study concluded that the nature of relationship between B2Bs and their principal operators is product/sale oriented rather than customer oriented. This study validates the RBV and offered recommendations based on its thematic findings.

Content Strategies for Facebook Marketing: A Case Study of a Leading Fast-Food Brand Page

Executing effective posting strategies is becoming a key success factor in social media marketing campaigns. This article aims to identify which types of posts are mostly effective in enhancing consumers’ engagement behaviours in Facebook brand pages. In the case of a leading fast-food brand page, 144 brand posts were analysed to test the effect of four content types on enhancing consumers’ engagement behaviours. The number of likes, shares and comments that the posts received were used as an indicator for its popularity. Posts with an entertaining content received the biggest number of “likes” from consumers in the brand page. Additionally, posts with a relational content received the most “comments”. Finally, posts with high levels of incentive content are the mostly likely to be “shared” by the fans of the brand page.

A quantitative study on the influence of breadth of open innovation on SMEs product-service performance: The moderating effect of type of innovation

Abstract The study investigates the influence of breadth of open innovation strategy on product and service performance of UK SMEs and how the relationship is affected by the type of innovation. The respondents were 72 senior employees randomly sampled from SMEs in UK manufacturing sector. We collected primary data using survey questionnaire. Multiple regression technique through Statistical Package for Social Sciences (SPSS) version 21 was used to analyse the data. We found that breadth of open innovation have curvilinear relationship to both incremental and radical product performance. Also, results showed that incremental as well as radical innovation moderates the influence of breadth of open innovation on the product performance. We concluded that adoption of optimum breadth of open innovation strategy supports SMEs’ product-service performance. We recommended that SMEs’ policy-makers should adopt a balanced breadth of open innovation strategy in order to foster the achievement of their product performance goals, depending on the particular type of innovation they intend to achieve.