Massoud M. Saghafi

R&D/marketing interfaces in the telecommunications industry

Abstract This article presents the results of a study of the R&D/marketing interface in five large telecommunications companies. The findings from 176 R&D and marketing managers and 60 experts in the field suggest that in most cases, the integration between R&D and marketing is far below its desired level. The paper explores the roles that R&D, marketing, and the top management can play in achieving a harmonious and productive interface.

Ivory Tower or Real World: Do Educators and Practitioners See the Same World?

Much research has been conducted regarding how to make marketing education more “relevant. “ This study addresses the fundamental question of the “ivory tower” premise. That is, to what extent do marketing educators fail to understand the “real” business world? In particular, the study compares the perceptions of educators and executives to ascertain if the two groups hold similar or divergent perceptions of the marketplace. Some gaps in perceptions were evident in areas of marketing, while on other areas the two groups agreed fully. Generally, educators and executives see issues in the same basic light, with only gradations in the strength of their positions on the various issues.

Concentration trends and profitability in the US manufacturing sector: 1970—84

It has been suggested that the US economy is becoming more concentrated and less competitive. Concentration is also claimed to affect the return and risk of companies. In this paper, using the entropy technique, the concentration index for the manufacturing sector of the US economy has been computed and the concentration trend has been analysed. Furthermore, the impact of concentration on return and risk of manufacturing companies is investigated.

Branding of post‐purchase ancillary products and services: An application in the mobile communications industry

Purpose – After the sale of a primary product, firms often have the opportunity to sell ancillary products or services in support of the primary brand. These add‐ons or services may be offered in a generic or in a branded form. The aim of the this paper is to study the demand for add‐on services in the mobile communications industry and to detail a methodology that can be employed to make this assessment.Design/methodology/approach – A field experimental design approach using two‐brand manipulations, four‐price points and six content applications was employed. The study was fielded at a mall intercept facility in a major urban center. Interviews with 389 mobile phone users between the ages 18‐31 were conducted.Findings – Results extend brand equity theory into the context of ancillary product sales and demonstrate that branded ancillary services can command a price premium and are less sensitive to price increases than unbranded alternatives.Practical implications – Given the growth of demand for non‐voic...

Strategic decisions for American and European industrial marketers in a unified European market

Abstract A survey was conducted of executives of industrial firms head-quartered in the United States and in Europe regarding the expected outcomes of the single European market (EC 92). A total of 102 respondents including chief executives and managers in a variety of industrial sectors responded to the survey. Surprisingly, few differences between U.S. and European executives were apparent. The majority of respondents expressed high levels of optimism regarding the potential effects of the single market. Some of the expected outcomes for industrial marketers include increased competitive activity, strong reliance on product quality, increased market segmentation and product differentiation, more standardized products, more equalized prices, and more efficient distribution.

Why U.S. firms don't buy from Latin American companies

Abstract The poor economic status of Latin America and the magnitude of its foreign debt have made exports vitally important to the development and prosperity of the region. latin America however, has not performed well in succesfully marketing its manufactured products internationally and particularly in the United States. The reluctance of American buyers to deal with Latin America may be partly due to their lack of knowledge of the region or to bias against the products of the region. To examine the situation, over 300 members of the International Committee of the National Association of Purchasing Managers were surveyed. Their opinions reveal some serious problems with the industrial marketing mix management of Latin America.

Perceptions of Self-Employment Among Mid-Career Executives in the People’s Republic of China

Policy makers in transitional economies have recognized the importance of self-employment as a mechanism for economic growth. Institutional support, however, lags this recognition. Individuals, therefore, must draw on their personal characteristics to venture into self-employment. We used a variety of individual characteristics to capture an important antecedent of the transition to self-employment using data from 133 mid-career Chinese executives. At the most aggregate level, hierarchical regression showed that views on self-employment are positively related to having a self-employed relative and openness to experience. A more refined analysis indicated that a variety of individual characteristics are related to perceptions of self-employment. Using these findings, we conclude that public policy will create an environment of inter-generational entrepreneurial activity. We argued, moreover, that the continued transition from state-owned enterprises (SOEs) to privately owned enterprises will require the identification, training, and development of a new breed of self-employed individual.

Training and technology transfer: Efforts of Japanese, Mexican and American maquiladora companies in Mexico

Abstract This paper presents the results of an empirical study comparing the training programs of American, Japanese and Mexican maquiladora companies in Tijuana, Mexico. The relationship between training and technology transfer is discussed and a model provided for the analysis of the level of technology transfer. The research was carried out in Tijuana where 30 companies in the electronics industry were surveyed. It was found that almost all maquiladora companies provide some type of basic-skills training in the form of 1 week or less formal training and some on-the-job training thereafter. There seems to be little transfer of advanced technology in product design, process design or industrial management. The technology that Mexican workers currently absorb is almost exclusively limited to elementary quality control techniques and supervisory skills. Japanese maquiladoras train a larger percentage of their Mexican managers and technical workers and provide a greater degree of technology transfer through training than do American or Mexican maquiladoras.

Successful International Strategic Alliances

International strategic alliances are long-term, collaborative agreements in which two or more companies of different nationalities work as partners in one or more markets while competing in others. Strategic alliances have become quite popular for companies that are aspired to expand their marketing efforts internationally. Not all of these strategic alliances are successful. The purpose of this study is to identify the success factors for firms involved in international strategic alliances in high-technology industries. It is found that three factors “need” for the marketing, financial, management or technological resource which each partner is able to provide; the relative amount of resources each partner “commits” to the alliance; and the consequence of failure to the partners are important factors in determining the success of alliances.