Ruth A. Schmidt

From knowledge theory to management practice: towards an integrated approach

This paper critically contrasts the three main schools of thought on knowledge – namely, those that respectively conceptualize knowledge as situated in mind, process, and object – and assesses the resulting implications for knowledge management (KM). Against the background of the existing diversity of definitions of KM an integrated and holistic view of the KM value chain is put forward. Within this theoretical framework five main research streams (culture, knowledge location, awareness, evaluation, and absorption) are identified with a view to devising a practical concept of KM applicable in a business context. With a focus on knowledge flow and detailed approaches to potential solutions, conflicts and compatibilities between existing business strategies and KM are examined. A conceptual model is devised to offer a holistic integration of the theoretical and practical themes in order to serve as a framework for developing a future research agenda for the development of theoretically grounded, yet practical, KM business tools and applications.

Where does knowledge management add value

This survey of senior managers at 25 international organizations tackles the key question: “Where does knowledge management add value?” The findings indicate that only a very limited number of organizations have a mechanism to track the return on investment in knowledge‐based competencies or related intangible assets. The majority were not able to determine the business value of their investment in this area. Most respondents agreed though that they had lost business opportunities as a result of poor knowledge practice. The results of this survey have led to the requirements of a conceptual model for the assessment of the return on investment in core knowledge‐based competencies.

The gay lifestyle ‐ spaces for a subculture of consumption

Presents a study of designated gay service environments. Conceptually, the study draws together ideas and frameworks from the consumption literature and from the study of service environments. Analyses issues surrounding gay cultural socialization and its effect on consumption patterns and expression through service environments. The study of the interplay between gay subculture and servicescapes is grounded in qualitative and observational data through field work conducted in the Manchester “gay village”. Findings indicate that communitas, individualism and diversity are key facets of the subculture, with bars being used as individual expressions of identity, moods and emotions. Other influences on consumption patterns include interpersonal interaction with friends, the hetero‐ and homosexual cultural interface, and the ambience of the service environment. Discusses implications for the service marketer, such as the application of marketing models to the creation of servicescapes which reflect and suit the subcultures they are designed for; and raises issues for marketing methodology by noting the value of consumption‐based research in creating a picture of the “gay” lifestyle.

Beyond the servicescape: The experience of place

Abstract Existing services marketing literature examines the role of the servicescape as an environment influencing response to the service encounter. Encounters, however, tend to be viewed only in the short term. The argument is proposed that a longitudinal perspective of both the experience and the ‘product’ is needed, if the role of the natural and artificial environment supporting the experience is to be more fully understood. This paper addresses this need by reviewing the literature on the service encounter and the environmental encounter. A conceptual model is constructed and explored with a case study of a historical property set in a national park in Wales.

Fashion and clothing: the construction and communication of gay identities

Purpose – This paper explores the importance of clothes for gay males as semiotic markers for identity creation and communication in order to highlight the increasing fragmentation of this market and the role of consumption practices as cultural markers.Design/methodology/approach – The study is grounded in qualitative data from participant observation, diaries interviews and a focus group of Manchester‐based respondents; findings are linked back to literature on postmodernism, image and identity.Findings – Findings point to communication of individual identity through clothes; firstly, on a community level, as a marker of “gayness”; secondly, on a neo‐tribal level, indicating tribal allegiance and aiding inter‐tribal communication; thirdly, on a situational level, where clothing facilitates acceptance and integration. The proactive use of clothing as a semiotic marker enables the fluid construction and linking of multiple identities. Findings indicate the existence of quite specific codes with (gay) cult...

Diversity in independent retailing: barriers and benefits – the impact of gender

As part of the European Social Fund‐supported Retail Enterprise Network project, which aims to strengthen and support the work of independent retailers and service providers, this paper explores gender‐based differences related to entrepreneurial activities in the UK. The paper looks at differences in motivating factors, personal variables in the make‐up and background of entrepreneurs, as well as in business and structural variables related to the small‐ to medium‐sized enterprises run by men and women. Findings show clear gender‐related differences in terms of educational background, family support and attitudes and ambitions, as well as related to the availability of start‐up capital, networking opportunities and the related maturational variables of turnover, return on investment and growth rates. Discusses current opportunities particular to female entrepreneurs and evaluates the advice and support services specifically targeted at female business owners. This sets the context for developing an agenda for further research and additional demand‐based support measures aimed at this sector in the context of the Retail Enterprise Network.

Deshopping – the art of illicit consumption

Draws on the findings of a quantitative survey and a number of qualitative focus groups and interviews to explore consumer behaviour and reasoning concerning the return of products. The findings serve as the basis for the discussion of the special case of returns deliberately premeditated at the point of purchase, a behaviour pattern termed “deshopping”. The incidence, key features and causes of “deshopping” behaviour are explored. Findings clearly illustrate the interplay of the functional, experiential and symbolic aspect of the consumption process as underpinning this behaviour pattern. Furthermore, they point to a cognitive lag between legal and perceived contract which hinges on the concept of “newness”, tied to the use of the exchange value rather than the symbolic value of the product. Deshopping serves as a financial and social risk reducing strategy which is unique in that it can be applied after the time of purchase.

Issues of gender and servicescape: marketing UK public houses to women

Using two complementary ideographic approaches, investigates the impact of the servicescape on women′s experience of the public house service encounter. Preliminary findings from both the focus group and the in‐depth interviews conducted indicate that women perceive their desired pub experience as diametrically opposite to that provided by the traditional male‐dominated pub. In the latter, barriers to enjoyment arise from the dynamic interplay between the physical environment and the behaviour of staff. The latter, unless carefully managed, can act as reinforcement of the behaviour of other established male customers, whose actions have the effect of signalling to women that they are unwelcome. These barriers are seen to be particularly strong on entry, when getting served and when being seated. Explores how publicans can make use of these crucial stages and shape the servicescape to facilitate a more satisfactory encounter, thus enhancing loyalty among female customers.

Town centre versus out‐of‐town shopping: a consumer perspective

Throughout the 1980s and early 1990s the debate surrounding the comparative costs and benefits of town centre and out‐of‐town retail developments for consumers and to the environment has been a heated one. Informed by a largely puritanical view of consumerism, current Government policy tends towards the preservation of the traditional town centre. However, the actual evidence is far from conclusive and there is limited consumer research supporting this stance. Based on an interviewer‐administered survey conducted during 1994 and 1995 to assess shoppers’ opinions in both types of location in Preston, presents an examination of consumer perspectives and examines differences in perceptions and behaviour patterns among town centre and out‐of‐town shoppers.

“Web‐weaving”: An approach to sustainable e‐retail and online advantage in lingerie fashion marketing

Purpose – This paper seeks to explore antecedents for online success and conceptualizes the stages by which a small‐sized “pure‐player” has achieved profitable and sustainable e‐retail in the fashion sector by utilizing a multi‐niche strategy involving an e‐portfolio of five fashion‐related cyberstores. Design/methodology/approach – This qualitative critical‐case utilizes the in‐depth interview technique and rich thematic data analysis to provide insight into e‐retail development, with conceptualizations inductively developed from the data. Findings are linked to business growth, e‐business strategy, portfolio management and entrepreneurship literatures. Findings – Findings identify a staged, evolutionary approach to transactional cyberstore development and outline 20 key factors for e‐retail success. The “web‐weaving” process is conceptualized: this strategic “e‐portfolio management” approach identifies a multi‐niche opportunity for e‐retail, which spreads risk, maximizes revenue streams, utilizes knowledge economies/synergies across multiple‐web sites, promotes customer added value and offers potential for competitive advantage and sustainability for the smaller‐sized e‐retailer. Research limitations/implications – This is an in‐depth study of a single, long‐standing e‐retailer maintaining superior retention levels across an international customer base. That this enterprise bucks current trends by surviving (when 75 per cent e‐retail ventures fail) adds validity to web‐weaving as a sustainability strategy. Future research should explore this phenomenon within a wider inter/intra‐niche context to further contribute to the enhancement of e‐retail strategic marketing/enterprise development. Practical implications – Implications indicate that a (niche) e‐portfolio strategy is perceived as defensible, from an owner‐director perspective, for sustaining a fashion e‐retail enterprise. Targeting multiple‐niches via “web‐weaving” provides a clear route to critical‐mass and sustainability, which could prove a valuable lesson for many small e‐retailers – potentially providing a framework for internet‐strategy development in other marketing domains. Originality/value – This research presents a rich picture of how an e‐retail enterprise, in a highly competitive/dynamic market, can develop and sustain transactional e‐business over the longer‐term – presenting obvious implications to SME retail/marketing management.