Rajendra Mulye

E‐marketing in perspective: a three country comparison of business use of the Internet

Compares business use of the Internet (Net) and World Wide Web (Web) across Australia, New Zealand and the UK. The reported inter‐country comparison involves studies conducted by the authors in a similar timeframe and using similar methodologies. Finds both similarities and differences across the three countries in how business uses the Web with UK firms more likely to be seeking strategic advantage from use of the Internet. In all countries, business use of the Web involves marketing communication; however, use of the Internet as a marketing channel for transactions is much lower. UK firms are more likely to use the Internet in relationship management than are Australasian firms. Concludes that there is less sophisticated business use of the Internet by Australasian companies relative to UK companies. Further concludes that there is a need for further research to resolve the conundrum facing marketing organisations in all three countries.

An empirical comparison of three variants of the AHP and two variants of conjoint analysis

This paper provides an empirical comparison of two methods of attribute valuation: the analytic hierarchy process (AHP) and conjoint analysis. Variants within each approach are also examined. The results of two empirical studies indicate that the methods differ in their predictive and convergent validity. Within the AHP methods no significant difference in predictive validity was found. Within the conjoint methods, the ranking method significantly outperformed the rating method. The difference in predictive validity between the AHP and conjoint methods was significant in the second study but not in the first study, suggesting superior performance of the AHP over conjoint analysis in complex problems. Copyright© 1998 John Wiley & Sons, Ltd.

The role of embeddedness for resource integration Complementing S-D logic research through a social capital perspective

Marketing research highlights the importance of actors’ relationships as mechanisms for integrating resources. With its roots in sociology, the concept of embeddedness has gained prominence in the literature on organizations, providing in-depth insight into how relational structures regulate resource integration processes and outcomes. However, the concept of an actor’s embeddedness is rarely discussed in association with service-dominant (S-D) logic. This limits the extant understanding of factors that influence resource exchange and value cocreation among individual actors in service ecosystems. Against this background, this article links S-D logic with social capital theory to establish and conceptualize embeddedness as a key concept. More specifically, this research identifies and delineates structural, relational, and cultural properties of embeddedness and offers a systematic and complementary theoretical understanding to better explain relational constellations based on actors’ resource integration potential. In so doing, this research significantly advances marketing science and particularly the S-D logic school of thought by explicitly clarifying the role of embeddedness and its implications for resource integration. A set of research propositions is presented laying the foundation for future research.

Some Evidence of Consumer Ethnocentrism in Australia

The nature of consumer ethnocentrism in Australia is examined through the application of the CETSCALE to a total of 377 respondents from Victoria. Two groups of respondents — members of the Australian Owned Companies Association (AOCA) and a comparable sample from the general population were used to assess ‘known group validity’ of the scale. The results suggest that the CETSCALE is a reliable measure of consumer ethnocentrism in Australia and offers evidence of ‘known group validity.’ Two underlying dimensions of ethnocentrism, termed emotional and reasoned ethnocentrism, were detected and found to be invariant across the two groups. Awareness and knowledge of three Australian made logos was found to be lower than expected for both groups.

Commercial Use of Conjoint Analysis in Australia and New Zealand

This study reports the trend and frequency of use of conjoint analysis by Australasian market research suppliers. Based on the response of 28 market research firms, this study documents a total of 435 applications for the period up to 1996. The results are compared with two earlier studies conducted in the United States and Europe.