Shannon H. Shipp

Analysis of co-operative interorganizational relationships, strategic alliance formation, and strategic alliance effectiveness

Independent organizations collaborate to increase the competitive advantage of each organization. This paper develops a conceptual framework for defining and classifying co-operative interorganizational relationships. The features and differences between alternative co-operative interorganizational relationships are highlighted by the framework. One form of co-operative interorganizational relationship, a strategic alliance, is a means for organizations to gain competitive advantage in a product/market when environmental turbulence and diversity are high and the organizations skill and resource gaps are high. The subsequent discussion examines strategic alliances. The external and internal influences on alliance formation and the dimensions of the relationship that may impact alliance effectiveness are considered. Several propositions concerning effectiveness are formulated. The external and internal influences of alliance formation include internal structure and relationships, technology, and organizati...

Integrating Skills and Content Knowledge in the Marketing Curriculum

Business schools are frequently criticized for focusing too much attention on theories and concepts and not enough attention on communication, decision making, and other skills that are at least as important to career success as content knowledge. This article presents a six-step approach that has been used successfully to integrate skills training into an undergraduate marketing curriculum. The process is general and appropriate for other faculty groups considering systematic integration of skills training into their curricula.

Developing and Enhancing Marketing Students’ Skills: Written and Oral Communication, Intuition, Creativity, and Computer Usage

Because of recent changes in the environment of business and business education, the basic skills of students—such as written and oral communication, intuition, creativity, and computer usage—are being scrutinized closely by prospective employers and thus students. The authors present ways to incorporate education on important skills into curriculum while continuing to impart content knowledge.

Implementing new business-to-business selling methods

AbstractTelemarketing (TM), National Account Management (NAM), and other new selling techniques are increasingly being adopted by industrial marketers to replace or augment face-to-face sales forces. Adoption of any of these techniques requires the firm to adjust its selling mix, which is the combination of personal selling techniques used by the firm to reach its customers. Adoption of new selling mixes offers substantial payoffs, but involves risks and problems. This article proposes an analytical framework, based on the experiences of 40 business-to-business marketers, to guide managers in successfully adopting a new selling mix. The utility of this framework is demonstrated by applying it to two firms. From this analysis, management guidelines are developed for adopting new selling mixes.

New selling methods are changing industrial sales management

Abstract Changes in the business environment require changes in selling methods, which, in turn, lead to changes in organizational structure. Industrial sales managers face a choice between seeing their jobs shrink around them or planning for these changes.

Student Journal Writing in an International Setting

This article examines the use of journal or diary writing assignments to enhance a foreign study tour program. Two versions of the journal writing assignment are described, and benefits of this teaching and learning approach are discussed.

Proactive strategic partnerships: A new business markets strategy

States that firms in many industries are seeking strategic partnerships with suppliers, distributors and customers. Discusses Customer‐Linked Strategy (CLS), a type of partnership being used by some firms. Evaluates the advantages and disadvantages of CLS and specifies appropriate circumstances for adopting CLS, together with information on implementing the partnership. Considers the consequencesof CLS and finds that it is of great benefit to many firms. Recommends that those businesses not currently using the technique but whose situation is suited to the strategy should reconsider their action.

Making Personal Selling Role Plays More Realistic

The use of role plays in sales management classes is pervasive, but one recurring drawback is the lack of realism. Students acting as buyers are often too easy on the “sellers.” The authors outline...

Productivity, Collaboration, and Diversity in Major Marketing Journals: 1984-1993

Previous efforts in analyzing productivity in academic journals in marketing have failed to consider collaboration and diversity of authors within journals. We study authorship patterns in five major marketing journals from 1984 through 1993. The analysis focuses not only on productivity, but also on collaboration and diversity. The findings provide valuable insights for productivity comparisons, publication among different ranks, career planning, and journal trends.

Examining the Roles of Telemarketing in Selling Strategy

A conceptual framework for examining the roles of telemarketing in selling strategy is proposed. A typology of telemarketing jobs is developed and related to face-to-face selling jobs. Important telemarketing strategy issues are examined from managerial and research perspectives. Finally, research propositions are presented and discussed.