Lynn E. Metcalf

Buyer‐Seller Relationships: An Application of the IMP Interaction Model

Drawing upon the framework set forth in the Interaction Model developed by the European IMP Group, examines factors leading to close relationships between buyers and sellers. An empirical test, using multiple regression analysis, demonstrates that the exchange of information and interpersonal contacts produce a co‐operative atmosphere between buyer and seller which, in turn, sets the stage for mutual adaptation. A model presented and tested affirms the relationships implied by the IMP Interaction Model and suggests managerial actions which should strengthen the links between buyer and seller.

An Examination of the Determinants of Global Sourcing Strategy

Explores the factors that motivate companies to utilize offshore sources or prevent them from doing so. One‐hundred‐and‐fifteen firms representing 68 different industries were surveyed. The findings indicate that buyers in the responding companies followed a more traditional approach to purchasing, concentrating on a search for the lowest cost source of supply. The ability to access and rely on a global network of world‐class suppliers holds the key to competitiveness in today′s environment.

Integrating Sustainability into the Marketing Curriculum: Learning Activities that Facilitate Sustainable Marketing Practices.

In response to political, social, and competitive forces, many firms are developing sustainable marketing strategies. Marketing educators can play an important role in assisting these firms by developing curricula that build the knowledge and skills required to enable marketing graduates to contribute to sustainable marketing efforts. Marketing graduates must not only understand but also be equipped to apply a sustainable marketing thought process to the challenges businesses face today. The authors assist in this goal by (a) presenting key learning objectives in the area of sustainable marketing, (b) describing learning activities that will help students achieve the learning objectives identified, and (c) providing resources that not only support the learning objectives but also connect them to traditional marketing concepts, as well as to concepts from other disciplines.

Creating International Community Service Learning Experiences in a Capstone Marketing-Projects Course

This article outlines the development of a project-based capstone marketing course, specifically designed to provide marketing students with an international community service learning experience. It differs significantly from previous studies, which focus on integrating service learning into existing marketing courses and on helping local nonprofit organizations. The focus of the course outlined in this article is on strengthening marketing-related competencies acquired through earlier coursework; developing broader work-related competencies, such as cross-functional thinking, teamwork, communication, and cultural sensitivity; and operating a collegiate chapter of a nonprofit engaged in international community service. The course described is well aligned with other significant trends in undergraduate business education: it is multidisciplinary, it emphasizes collaborative learning, it is founded on carefully articulated learning outcomes, and learning success is assessed. It provides a transformational experience and prepares students for a global and diverse workplace. A framework for course design is presented, and a set of pedagogical materials is provided that other marketing educators can use to develop and launch a significant international, multidisciplinary community service learning course.

Cultural Influences in Negotiations : A Four Country Comparative Analysis

Empirical work systematically comparing variations across a range of countries is scarce. A comprehensive framework having the potential to yield comparable information across countries on 12 negotiating tendencies was proposed more than 20 years ago by Weiss and Stripp; however, the framework was never operationalized or empirically tested. A review of the negotiation and cross cultural research that have accumulated over the last two decades led to refinements in the definition of the dimensions in the framework. We operationalized four dimensions in the Negotiation Orientations Framework and developed the Negotiation Orientations Inventory (NOI) to assess individual orientations on those four dimensions. Data were collected from a sample of 1000 business people and university students with business experience from Finland, Mexico, Turkey, and the United States. Results are presented and further scale development is discussed. Findings establish the utility of the dimensions in the framework in making comparisons between the four countries.

Country segmentation on the basis of international purchasing patterns

Companies that successfully incorporate international sourcing into their international marketing strategies enhance their abilities to provide their customers with quality products at acceptable prices. To a large extent, an effective international marketing strategy depends on a firm′s ability to segment its international markets. Previous studies addressed country segmentation on the basis of clustering a group of countries by an array of macroeconomic factors. These studies focussed their attention on segmenting countries on the factors important to making marketing decisions. Focusses on the making of sourcing decisions. More specifically, analyzes the extent to which countries belong to the same grouping on the basis of purchasing patterns of materials, components, finished products or technology. One‐hundred‐and‐thirty‐five firms representing 42 different countries were surveyed. The countries were clustered on the basis of these firms′ sourcing strategies. The market segment approach enables indus...

A mixed‐methods approach for designing market‐driven packaging

Purpose – The purpose of this paper is to demonstrate how a web‐based virtual ideation tool, dialogr.com, can be used to capture insights from consumers and to gain an understanding of consumer satisfaction with package design during and after product use. The authors also demonstrate how the resulting rich qualitative data can be combined with output from traditional survey research, to provide insight into the impact of satisfaction with package design on purchase intent.Design/methodology/approach – A mixed‐methods approach was employed that captured qualitative insights from a large number of consumers regarding their experience using product packaging and combined the quantitative rigor of survey research to capture brand familiarity and perceptions, as well as brand preference and loyalty.Findings – Results demonstrate that design is important to consumers and also that consumers are increasingly design literate. The perceived quality of the package design does impact brand evaluation. Negative reac...

Implementing Assessment in an Outcome-Based Marketing Curriculum

This article describes the development and implementation of assessment in a new outcome-based marketing curriculum that was developed using a zero-based approach. Outcomes for the marketing curriculum were specified at the program, department, course, and lesson levels. Direct embedded assessments as well as indirect assessment methods were used to gauge student achievement. Results indicate that on both self-reported (indirect) and direct, as well as nonembedded and embedded, assessments significant value-added learning occurred. We chronicle the stages in developing and implementing an assessment plan and reflect on our experiences in the process to provide a roadmap for other marketing departments that also face the transition from teaching to learning.

A Replicable, Zero-Based Model for Marketing Curriculum Innovation

As university curriculums inevitably change, their evolution typically occurs through a series of minor incremental adjustments to individual courses that cause the curriculum to lose strategic consistency and focus. This article demonstrates a zero-based approach to marketing curriculum innovation. The authors describe forces of change that led them to completely redesign their marketing curriculum, and they chronicle a replicable process that can be used to develop and launch an extensive transformation of an existing program that is focused yet adaptive. The process includes faculty commitment, consensus, collaboration, and compromise; stake-holder input; points of distinction; unifying themes; intended learning outcomes; instructional design; approval; a transition plan; launch; and evaluation and continuous improvement. The authors believe that departments of any size can implement a similar redesign process to develop a curriculum that is strategically consistent with the departments core competencies and focused on learning outcomes that are fundamental to any marketing career.

International Project Workshops: Merging Education with Enterprise

The increasing volume of world trade and the nature of business being transacted on a global basis mandates the need for pedagogical approaches which adequately equip marketing students to cope effectively with an increasingly complex marketing environment. This study suggests that the International Marketing Projects Workshop overcomes some of the limitations associated with alternative pedagogical approaches and, in addition, provides a more effective learning experience.