Rajshekhar G. Javalgi

Awareness of Sponsorship and Corporate Image: An Empirical Investigation

Abstract Corporate sponsorship is growing in importance as an element of the communications mix. The number of companies participating in sponsorship, as well as corporate expenditures for sponsoring events, is on the rise as organizations seek new ways to reach audiences and enhance their image. The importance of corporate sponsorship is now generally acknowledged, but little research has been done to understand its value and effectiveness. An exploratory study was conducted to examine the relationship between sponsorship and corporate image. The results suggest that corporate sponsorship can improve corporate image, but its effects differ among companies. Moreover, sponsorship is only one of the information sources consumers use to form their impressions of an organization. Under certain circumstances, corporate sponsorship can damage, rather than enhance, the image of a company.

An empirical examination of factors influencing the internationalization of service firms

The internationalization of service firms is expanding dramatically, fueled by recent technological innovations and reductions of trade barriers. Drawing upon Dunning’s eclectic theory, firm‐ and location‐specific factors which have been found to be antecedents of internationalization of manufacturing firms are extended to determine their applicability to the internationalization of service firms. The hypotheses are empirically examined through a survey of 228 business‐to‐business service firms. Findings indicate that the firm‐specific factor of firm size and the location‐specific factor of market characteristics influence management attitudes toward operating internationally, which in turn influence the degree of internationalization of service firms. Practical implications, drawn from the results, are offered for managers of service firms who are facing the task of internationalizing.

Consumer Behavior in the U.S. Pleasure Travel Marketplace: An Analysis of Senior and Nonsenior Travelers

Recently, the consumer behavior of the senior market has become an increasingly important area of interest to various public policy makers and travel marketers. This article focuses on understanding the consumer behavior of seniors and nonseniors in the U.S. pleasure travel marketplace. Specifically, the study determines the types of pleasure trips taken and the differences that exist between the groups in the use of package trips, travel agents, and other travel-related characteristics. Demographic profiles of senior and nonsenior pleasure travelers are also delineated. The study findings are used as the bases for suggesting a number of implications for travel marketers.

Marketing research, market orientation and customer relationship management: a framework and implications for service providers

Purpose – As service organizations continue to expand internationally, the need to be able to understand consumers in faraway places is increasing. Marketing research is a key mechanism through which service companies understand their current as well as potential customers. As service organizations contemplate the global marketplace, there is increasing demand for managers to understand customer behavior in multiple countries. This article aims to discuss the importance of market research information in developing a market orientation and its impact on international service organizations.Design/methodology/approach – Extant literature is reviewed and discussed pertaining to the interrelationships between market research, market orientation and customer relationship management (CRM)‐related issues. Conceptual models are presented to illustrate the interrelationships between these streams of research.Findings – Several anecdotal and case examples are used to illustrate the essential linkages between market ...

Strategic Challenges for the Marketing of Services Internationally

For the past decade, the marketing of services internationally has been the fastest growing segment of global trade, important to developed and developing countries alike. Yet during this same timeframe, despite numerous calls for more research in international services marketing, there exists a paucity of research. In this viewpoint, the authors offer 11 strategic challenges designed to foster further theoretical development in the area of international services marketing. Additionally, five specific areas of neglect are identified and recommendations for future research are offered.

Internationalization of services: identifying the building‐blocks for future research

Purpose – Internationalization of services is emerging as an important area of research as more and more service firms are going abroad in greater numbers than ever before. This special issue is an attempt to encourage and guide research in the area of internationalization of services, and this article aims to introduce the issue.Design/methodology/approach – A framework is presented as a guiding template for future research in marketing of services internationally.Findings – This article illustrates that the special issue offers intellectual contributions and calls for more theory building and testing the theory suitable to internationalization of services.Originality/value – The article presents a framework and discusses the papers within this framework.

Strategic issues of e‐commerce as an alternative global distribution system

Global e‐commerce, created by the convergence of information and communication technologies, transcends business boundaries while changing the landscape of the twenty‐first century global economy. Although still in an infancy stage its impact has already been colossal in just a few years. Various constituencies (such as individuals, institutions, governments, and nations) around the world are recognizing its benefits. Given its importance and unprecedented growth potential, there is a need for research addressing various e‐commerce issues, especially the dimensions influencing its growth and role as a new electronic distribution channel. This article provides a framework for analyzing the issues involved in leveraging the Internet as a global distribution tool. While focusing on this theme, the article also presents the discussion of the key building blocks impacting the diffusion of global e‐commerce and future research directions.

At your service!Does country of origin research apply to services?

The objective of this paper is to examine the country of origin (COO) research as it applies to services. This stream of research has seemed to focus on products since the 1960s, but has been applied to services in only a very few areas. This dearth of research is surprising as trade in international services has increased greatly in recent years and continues to grow. This study thoroughly examines the related journal articles and attempts to answer the question: “Does COO research apply to services?” Our investigation found three classes of literature focusing on services, and details the studies in each. The study concludes with recommendations for future research.

The export of e‐services in the age of technology transformation: challenges and implications for international service providers

Advancements in information and communication technologies have created unprecedented opportunities to services providers in both developing and developed countries. The service sector represents one of the fastest growing areas of exports in the global trade. The Internet and e‐commerce make it possible to sell a variety of services, ranging from airline tickets to financial services, from anywhere in the world, around the clock. International delivery of services through electronic means is creating value in the supply chain by the reduction of many of the barriers to entry. This paper focuses on the determinants influencing the diffusion and export of e‐services across borders. The paper also presents strategic challenges, followed by implications for service providers.

Market orientation, strategic flexibility, and performance: implications for services providers

Purpose – This article proposes investigating implications for service providers who adopt a market orientation. It hopes to extend current thinking by integrating market orientation and market‐focused strategic flexibility.Design/methodology/approach – A model is extended to apply to services marketing. The “strategic wheel of service performance” provides a framework to discuss the managerial implications from integration of market orientation, strategic flexibility, competitive advantage, and service performance.Findings – The impact of developing a market orientation should be higher levels of customer relationship marketing (CRM), retention, satisfaction, loyalty, and lifetime value (LTV). Increases in one or more of these interrelated variables should help service providers improve their judgmental and objective performance.Research limitations/implications – More research needs to be conducted to expand the market orientation philosophy to the service provider. Subjecting the framework to analytic ...