S.J. Paliwoda

Advertising client-agency relationships: the decision-making structure of clients

Focuses on the client’s relationship with its advertising agency to examine advertising client‐agency roles in campaign planning. Seeks to establish who buys, and to verify the role of the campaign process from a decision‐making perspective. Begins with a review of the relevant literature and then outlines a survey of 900 companies undertaken by the authors. Gives some recommendations based on the survey results.

Multi-sector collaboration: A stakeholder perspective on a government, industry and university collaborative venture

Historically, much collaborative ventures research has focused on the identification and description of factors that are thought to influence the success of these inter-organisational arrangements. However, identifying these factors does not seem to have reduced the incidence of collaborative venture failure. Based on an indepth case analysis of one particular multi-party, multi-sector collaborative venture, insights into the establishment and ongoing management of such ventures are illustrated. Novel success factors are derived from interviews with key personnel, and a comprehensive conceptual framework and several testable propositions based on stakeholder representations are developed to assist in both the study and development/management of multi-party, multi-sector collaborative ventures. Copyright , Beech Tree Publishing.

An empirical examination of public attitudes towards advertising in a transitional economy

This paper examines public attitudes towards advertising within the context of transition in central and eastern Europe. Drawing on a consumer survey conducted in three cities within Romania, the study conceptualises Pollay and Mittal’s (1993) model of beliefs and attitudes towards advertising. This study introduces a novel differentiation between image and the social integration role of advertising, extending in this way the concept of the personal uses of advertising. It highlights variations in public opinion towards advertising between socio-cultural areas in Romania. Attitudes towards the institution of advertising, attitude–instrument, product information and hedonic/pleasure have a positive effect on general attitude to advertising as expected. Consumers who perceive an informational and entertaining value of advertising, those holding positive attitudes towards advertising as an institution in a free market economy and the instruments used to further it, are more likely to hold positive general attitudes towards advertising. The role of advertising exhibits a positive effect on general attitude. Image has a surprisingly negative effect on general attitude towards advertising, which contrasts with expectations based upon developed countries. Finally, the managerial implications are discussed.

Advertising adoption in a developing market economy: the case of Poland

Poland is the leading economy in eastern Europe as measured by its rapid economic growth, inward direct investment and pace of market changes since 1989, when it first moved towards a free market economy. An advertising industry has been one by‐product of this process, an important institution in the creation of a market orientation. Examines one related aspect of the change: the degree of adaptation of advertising by Polish marketers as measured by the advertising process. The central research question is whether or not an economy’s stage of market orientation has any impact on its advertising management.

Globalisation through the kaleidoscope

Purpose – The purpose of this paper is to offer an introduction and background as well as a narrative to the development of an economic, social, technological and cultural phenomenon that has been sweeping across national frontiers since first being identified by Theodore Levitt in 1983.Design/methodology/approach – The approach is to trace theoretical development but there is lack of a consensus on this subject and so the perspectives of key authors in this area are reviewed alongside each other to test for signs of possible convergence.Findings – Globalisation is a set of processes rather than just one. The practice is different from what the authors may have expected in that sales of the leading multinationals are not global but regional. Organisational forms reflect differences in strategic thinking with less uniformity being necessary or imposed. Individuals today recount their daily tasks in terms of using the names of global brands or products as nouns and verbs in everyday language. Attitudes towa...

Segmenting the older consumer for online travel

Older consumers represent nowadays a considerable and growing business opportunity to many businesses and industries worldwide, which is being ignored. The objective of this article is to grasp the real opportunity that such a segment represents for on-line companies providing travel products and services. Socio-demographic segmentation on age alone is unworkable, for, these consumers are aged from fifty years of age and upwards with no ceiling. As this sector of the population increases in size while still possessing the greatest personal disposable income, they are consumers to court. The importance of lifestyle segmentation in attempting to analyse the older consumer will be discussed. Finally, two lifestyle segmentation approaches for the older consumer, by Gabriel (1990) and by Moschis (1992), will be described, analysed, and compared, in order to capture the real marketing value that each offers to on-line travel companies.

The global implementation of the “winner's competitive cycle”

Purpose – The purpose of this paper is to revisit the winning cycles model proposed by Abegglen and Stalk to investigate the competitive strategies being deployed by Japanese firms.Design/methodology/approach – This paper discusses the literature on the international strategies of Japanese corporations and explains why simplification of work; elimination of waste; discipline; and continuous improvement and radical innovation strategies are presently contributing to a re‐enactment of the “winners competitive cycle”.Findings – As international competition intensifies, the winners competitive cycle has been re‐engineered as Japanese corporations change course in search of alternative routes for sustaining and maintaining a source of competitive advantage.Originality/value – This paper explains why increased competition and global success has required Japanese firms to reposition their competitive strategy.

International marketing : modern and classic papers

This authoritative three-volume collection presents the most important articles and papers published during the last thirty years. It includes both classic articles as well as cutting edge papers from the new breed of top researchers informed by theoretical rigour and using the most up-to-date research methodologies. International Marketing: Modern and Classic Papers is a major three volume work with the material being divided into twenty sections, each part seeking to achieve a balance between the conceptual and the empirical, the explanatory and the exploratory. It will be essential reading for both scholars, researchers, graduate students and practitioners grappling with the complexities of marketing in the new globalised world.

Reasoned action and food choice in a transitional economy

ABSTRACT This study examines predictive factors of consumer behaviour in food, employing a study of 485 Romanian respondents using the Theory of Reasoned Action (TRA). Drawing on a structural equation models approach, causal paths for six products were estimated. Habit emerged as the most significant predictor of behavioral intention. The results of this empirical study support the notion that attitudes and habits influence behavioral intentions toward food consumption. A modification of the TRA, within the context of income constraints, is proposed in the form of willingness to consume. Competing structural models are discussed, and the implications of the study for both marketers and consumers are highlighted.

Globalisation, levitt and the evidence from Japan and Singapore

Levitts 1983 paper, “The Globalisation of Markets” (Levitt, 1983a), has provided an insightful conceptual framework since first publication. However, its acceptability as a template for globalisation has, in recent years, been questioned by a number of scholars. While globalisation has provided corporations with an opportunity to widen their geographical coverage, it could also be argued that these same opportunities have made the business environment more competitive and the business strategies that need to be adopted, more complex. This is because of the differences that exist, firstly, among the needs, wants and aspirations (Maslow, 1970) of consumer groups; secondly, because of the knowledge and sophistication of consumers today, who are increasingly well informed and sophisticated; and, thirdly, in response to the cross cultural preferences that exist between markets (Chen, 1995; Trompenaars, 1997). Levitt believed that consumers everywhere were waiting to access internationally branded and standardised goods but mainly American goods, at a low price. His theory, though, was not about economies of scale but of the economies of scope and the international availability of standardised, often branded goods of internationally acceptable quality at a low price, which represent a good value for money proposition. In this paper, we revisit Levitts theory and assess whether it is applicable to present day international marketing given the cultural diversity that now exists both across and within markets.