Michael T. Ewing

Captivating company: dimensions of attractiveness in employer branding

The internal marketing concept specifies that an organisation’s employees are its first market. Themes such as ‘internal advertising’ and ‘internal branding’ have recently entered the marketing lexicon. One component of internal marketing that is still underdeveloped is ‘employer branding’ and specifically ‘employer attractiveness’. Employer attractiveness is defined as the envisioned benefits that a potential employee sees in working for a specific organisation. It constitutes an important concept in knowledge-intensive contexts where attracting employees with superior skills and knowledge comprises a primary source of competitive advantage. In this paper, we identify and operationalise the components of employer attractiveness from the perspective of potential employees. Specifically we develop a scale for the measurement of employer attractiveness. Implications of the research are discussed, limitations noted and future research directions suggested.

The Effects of the Social Structure of Digital Networks on Viral Marketing Performance

Viral marketing is a form of peer-to-peer communication in which individuals are encouraged to pass on promotional messages within their social networks. Conventional wisdom holds that the viral marketing process is both random and unmanageable. In this paper, we deconstruct the process and investigate the formation of the activated digital network as distinct from the underlying social network. We then consider the impact of the social structure of digital networks (random, scale free, and small world) and of the transmission behavior of individuals on campaign performance. Specifically, we identify alternative social network models to understand the mediating effects of the social structures of these models on viral marketing campaigns. Next, we analyse an actual viral marketing campaign and use the empirical data to develop and validate a computer simulation model for viral marketing. Finally, we conduct a number of simulation experiments to predict the spread of a viral message within different types of social network structures under different assumptions and scenarios. Our findings confirm that the social structure of digital networks play a critical role in the spread of a viral message. Managers seeking to optimize campaign performance should give consideration to these findings before designing and implementing viral marketing campaigns. We also demonstrate how a simulation model is used to quantify the impact of campaign management inputs and how these learnings can support managerial decision making.

Brand Management in Small to Medium-Sized Enterprises*

Although an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations with well‐established brands and substantial marketing budgets, no research has been undertaken to examine branding within small to medium‐sized enterprises (SMEs). The present study therefore seeks to assess the nature and scope of brand management within an SME context. Findings show significant differences between small and large organizations along 9 of the 10 brand management dimensions reported in Kellers brand report card. Moreover, different brand management practices are associated with business performance in SMEs. Implications of the study are highlighted, limitations noted, and directions for future research outlined.

Assessment of the Three-Column Format SERVQUAL: An Experimental Approach

Abstract Over the past decade, SERVQUAL has emerged as perhaps the most popular standardized questionnaire to measure service quality. This study investigates the usefulness of the three-column format SERVQUAL proposed by Parasuraman, Zeithaml and Berry, (Parasuraman, A., Zeithaml, V. A., Berry, L. L.: Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research, Journal of Marketing 58 (January 1994): 111–124. Using a six-group experimental design, group 1 respondents are administered the revised SERVQUAL instrument containing minimum expectations, desired expectations, and performance items. The remaining five groups are given different combinations of the one and/or two column questionnaire. The findings indicate that the perception battery is the salient component, raising new concerns regarding the usefulness of the revised expectations scale in service quality measurement. Management implications and future research issues are discussed.

Employment Branding in the Knowledge Economy

For most of its existence advertising has focused on attracting customers. More recently, enlightened organisations have recognised the need to expand their communications efforts to incorporate all stakeholders, not only end-users. The marketing literature has begun to address stakeholder theory, as well as advertisings indirect and internal audiences, but more as a secondary consideration or by-product of consumer marketing. However, the anticipated permanent shortage of skilled workers in the new economy creates unique challenges for knowledge-based organisations in particular, who will increasingly need to differentiate themselves in order to successfully attract talented employees. As a result, more and more firms may turn to advertising to create ‘employment brands’ and thereby offer an enticing vocational proposition that is compelling and differentiated. In response to this emerging trend, this article begins by introducing stakeholder theory into a marketing framework. We then classify existing approaches to employment branding by identifying three basic types of employment advertising strategies. In closing, managerial implications are discussed, an agenda for future research is proposed and conclusions are drawn.

The impact of the Internet on the distribution value chain: the case of the South African tourism industry

The Internet is an important new channel for commerce in a wide range of industries. While the opportunities afforded by this phenomenon seem readily apparent, there is still much debate and speculation on exactly how the use of the Internet and in particular the World Wide Web will affect established industries. In this article we analyse the value chain of the tourism industry, using as a case study the tourism industry in South Africa. Specifically, we examine the roles played by intermediaries in the distribution chain and explore the threats and opportunities that the emergence of the Internet, and other associated trends, present for the industry. Based on this, a profile is made for successful new intermediaries and, finally, we assess the implications of this profile on the control of the electronic channel.

Do universities that are more market orientated perform better

Amid rapid changes in the tertiary education sector witnessed in recent years, issues such as performance and accountability are becoming increasingly important. Among other things, market orientation has often been linked to performance. Investigates the degree of market orientation and its effect on performance at Australian and New Zealand universities. Results confirm a positive relationship between market orientation and overall performance: providing support for the relevance of market orientation to universities. Confirms the importance of the responsiveness dimension. Another interesting finding is that there is no significant difference in the level of market orientation between business and non‐business schools or departments in universities in Australia and New Zealand. Implications, limitations and directions for further research are also discussed.

An internal marketing approach to public sector management: the marketing and human resources interface

Internal marketing (IM) focuses on acquiring and retaining customer‐oriented employees. Critics of internal marketing claim that the term is simply a synonym for good human resources management. The concepts of internal marketing and human resource effectiveness (HRE), at both a strategic and technical level, are considered and suitable measures identified. Data are collected from the Australian public sector and a moderated regression analysis is used to investigate the hypothesized relationships. The study provides empirical support that there is a valid and distinct demarcation between IM and HRE, and that IM is an important antecedent to HRE.

The effect of anomie on academic dishonesty among university students

Anomie describes the individual’s lack of integration in social life. The construct has been linked to various types of activities and concepts but no research appears to have been undertaken linking it to academic dishonesty. The literatures on anomie and academic dishonesty are examined, measurement instruments are identified and a survey is carried out among undergraduate students of a business school. The psychometric properties of the instruments are confirmed and correlates are investigated. The point is made that besides seeking ways to curb academic dishonesty, universities need to foster the development of an internalized code of ethics among students. Limitations are noted and directions for future research are indicated.

The effect of product placement in computer games on brand attitude and recall

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude towards the brand in question is fairly low. We conclude that product placement within computer games is an effective means of fostering high spontaneous brand recall and even of influencing consumers less positively predisposed towards a brand (analogous to non-users). These findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.