Michael W. Little

Using key informant insights as a foundation for e-retailing theory development

Abstract Retailers are experiencing varying degrees of success as they strive to incorporate Internet technology into traditional retail formats. Although a variety of explanations for uncertainty surrounding electronic retailing (e-retailing) have been offered, the lack of a sound theoretical framework driving e-retailing decisions is at the heart of challenges facing Internet retailers. We argue that the Internet represents a sufficiently unique retail environment that practitioners and academicians alike should approach the development of knowledge and understanding in this arena in a mode of “discovery.” As such, qualitative and exploratory research methods can contribute significantly to e-retailing theory and decision-making frameworks. We present results of a key informant study of e-retailers, and provide the theoretical foundation for a model for effective integration of the Internet into the retail mix.

Maintaining positive returns in the value and supply chain: applying tomorrow's marketing skills

The value and supply chain is an emerging pathway to marketings emphasis on customers. It integrates a renewed focus on customer value and the economic and behavioral systems of the supply chain. Successful value chains can be developed with emphasis on the four practices that drive a customer orientation. These are: relationships, interactivity, valuing customers over time, and customization. When properly integrated, these practices help to form networks operating as a competitive unit. This paper clarifies the role of value in the value chain, discusses the use of the four major elements in the value chain, and draws implications for marketers.

Marketing for Involvement and Advocacy: Business Advisory Boards–A Case Study

ABSTRACT The authors of this article develop a marketing strategy for increasing advocacy among business board members for a college of business. Advisory Boards are often comprised of leading business and community leaders who perform a variety of services which enhance the operations of colleges and universities. They assist their institutions in a variety of ways including: to network in the community, recruit students and faculty, place students, and fund raise. The authors propose a model to develop a marketing strategy to motivate members of the business advisory board to become strong advocates for a program. Research findings are presented along with implications for higher education administrators.

Technology Fees Can Be Used to Improve Marketing Strategies in Public Urban Universities

ABSTRACT This paper discusses various ways that public universities may finance the use of technology. It then suggests reasons why administrators in public urban universities should use technology fees to finance the cost of current and future computer technology. The authors believe that technology fees should be used because urban public universities have a larger percentage of non-traditional students who historically have lower retention rates. Rather than focusing on a defensive marketing strategy to avoid enrollment losses, universities should concentrate on an aggressive, positive marketing strategy to trumpet the advantages that students receive from the use of technology fees. Suggestions are presented for ways that colleges and universities can use the “technology fee” as a means of enhancing student satisfaction and increasing student retention.