Pervez N. Ghauri

Service quality and customer retention: building long‐term relationships

The study extends the existing knowledge by taking a relationship perspective to study the effect of service quality on customer retention. We integrate business‐to‐business marketing literature with service quality literature to develop a model to capture relationship commitment and other influencing factors. The model is improved with help of semi‐structured interviews which is later tested through a survey of 241 companies in the advertising sector. Findings indicate that service quality indeed contributes to the long‐term relationships and customer retention.

Analysing textual data in international marketing research

Purpose – To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research.Design/methodology/approach – Conceptually, the nature of qualitative research, globalisation and its implications for the research landscape, text‐data as a source for international research and equivalence issues in international qualitative research are discussed. The methodology section applies these concepts and analysis challenges to a real‐world example using N*Vivo software.Findings – A 14‐step analytic design is developed, introducing procedures of data analysis and interpretation which help to formalise qualitative research of textual data.Research limitations/implications – The use of software programs (e.g. N*Vivo) helps to substantiate the analysis and interpretation process of textual data.Practical implications – Step‐by‐step guidance o...

Using networks to solve export‐marketing problems of small‐ and medium‐sized firms from developing countries

The objective of this paper is to review the literature on how networks can be used in developing countries to encounter export‐marketing problems. Several case studies of export‐grouping and subcontracting networks, involving small‐ and medium‐sized enterprises in developed and underdeveloped countries, are reviewed. The paper presents a qualitative model that identifies the determining factors for successful export network organisations: a clearly defined market problem or market opportunity; a willingness to respond together; development of solidarity, coherence and commitment; initiating foreign market activities. This model is useful to study similar initiatives in developing countries.

Negotiating with the Chinese: a socio-cultural analysis

China has been one of the most favorite markets for Western firms for the last decade. However, doing business with China is considered difficult, mainly because negotiating with Chinese counterparts is quite complex. This paper analyses the negotiation process with China from a socio-cultural perspective. A Swedish multinational, Ericsson, is followed for several years and its negotiation process for different Chinese projects in the telecommunication industry is studied in depth. Based on these cases and literature a model is developed and some conclusions are drawn. Finally, managerial implications presented as four Ps: Priority, Patience, Price and People sum up the essence of Chinese business negotiation process.

The Role of Networks and Matching in Market Entry to Emerging Retail Markets

Purpose – The purpose is to investigate how a retailer identifies critical network actors and gains their support when entering an emerging market. and to examine the role of a firms relationships with different types of actors on the new market.Design/methodology/approach – The study is of an exploratory nature, and based on an inductive and qualitative research method. A case study of IKEAs entry into Russia and China was conducted.Findings – It is argued that IKEAs entry into China and Russia was successful because of its dynamic utilization of matching and networking capabilities. The study explains how the support of relationships with, for example, political actors, interest groups and media supported the entry and the development of a positive consumer image.Research limitations/implications – This is a qualitative, in depth study and future research is needed in order to test the generalizability of the proposed framework and models.Practical implications – The paper shows how retail managers c...

Marketing theory and practice

Acknowledgements - Preface - List of Tables - List of Figures - Evolution of the Marketing Concept M.J.Baker - The Need for Theory in Marketing M.J.Baker - Sources and Status of Marketing Theory S.Brown - Consumer Behaviour L.McGregor - Organisational Buying Behaviour S.Rajagopa l - Market Segmentation D.Littler - Marketing Research J.Webb - Modelling Markets P.Leeflang - Diffusion Theory & Marketing M.J.Baker - New Product Development S.Hart - Pricing A.Diamantopoulos - Channel Management S.Ennis - Marketing Communications K.Crosier - Analytical Frameworks for Strategic Marketing Planning D.Brownlie - Business to Business Marketing K.Bernard - Retailing S.Carter - Customer Care B.Donaldson - Consumerism D.Tixier - International Marketing M.McDermott & Chan - Marketing and Eastern Europe P.Ghauri - Relationship Marketing Chan & M.McDermott - Marketing, Theory and Practice in a Post-modern Era Cova & Badot - Notes and References - Index

The role of matching in the foreign market entry process in the Baltic States

Identifies how western companies make successful entries in East European transition economies by studying the establishment process of Nordic companies in the Baltic States. Applies a model based on the network approach and the concept of matching and analyses the entry process of three Norwegian case companies. At global and macro levels the entry was facilitated by assistance for economic restructuring from international institutions and the Nordic governments, and by building up good relationships with central and local authorities. In the final establishment phase difficulties occurred in establishing trust and relationships with actors at the micro level and in matching company functions. Finds that market entry in transition economies differs from entry into traditional developing countries, where more problems are faced at the beginning of the establishment process, whereas, appropriate matching activities undertaken at different levels can facilitate the entry into transition economies.

Internationalizing by learning: the case of Chinese high‐tech new ventures

Purpose – The purpose of this paper is to understand how high‐tech firms from China internationalize and to determine whether they follow the gradual internationalization model suggested by the Uppsala school and/or the rapid internationalization model as suggested by the “born global” stream of researchers.Design/methodology/approach – This is an inductive and exploratory study that tries to understand questions of how and why. A multiple case study method is used to find empirical evidence for the a priori assumptions derived from the literature.Findings – It was found that the gradual internationalization model is still valid although high‐tech firms from China internationalize much faster than suggested by earlier studies and they do not follow the process suggested by born global studies.Research limitations/implications – The authors develop a number of propositions that can be empirically tested in pursuit of theory building for the internationalization of smaller firms from emerging markets.Origin...

Market driving multinationals and their global sourcing network

Purpose – The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market driving firms. The paper studies its activities in establishing supplier networks in Russia and Poland.Design/methodology/approach – This is an exploratory study of four suppliers of IKEA in Poland and Russia. Data are collected through 11 in‐depth interviews with IKEAs corporate and middle level managers and with managers and technicians from its suppliers in Russia and Poland. Results are drawn through matrix coding techniques and pattern matching.Findings – Findings confirm IKEAs market driving strategy and how it has been able to restructure the market and successfully develop an efficient supplier network as a part of its market driving strategy.Originality/value – Market driving approach has been suggested as a mor...

Organizational Learning, Innovation and Internationalization: A Complex System Model

Research on organizational learning, innovation and internationalization has traditionally linked these concepts through linear causality, by considering any one of them as the cause of another, an approach that might be considered contradictory and static. This paper aims to clarify these relationships and proposes a dynamic theoretical model that has mutual causality at its core and is based on ideas originating in complexity theory. The final model results from case studies of two clothing sector firms. The authors consider that the three concepts constitute a complex system and can adapt and transcend, as any alteration can take the system to the edge of chaos. Adaptability is fostered by concentration, improvement and discussion. Transcendence is fostered by attention, dialogue and inquiry. The different paces of the two case study companies led their systems to two different models: the incremental complex adaptive system model and the global complex generative system model. The incremental model is characterized by adaptive learning, incremental innovation and low internationalization; and the global system is characterized by generative learning, radical innovation and global internationalization. The paper ends with an exploration of the academic and management implications of the model.