Tony Hines

An evaluation of two qualitative methods (focus group interviews and cognitive maps) for conducting research into entrepreneurial decision making

Reports on a qualitative approach to conducting research in small firms. Two cases are reported that fall within the EU definition of small firms (with fewer than 99 employees). One case is drawn from the clothing industry and one other from the publishing industry. The clothing company had fewer than 50 employees and the publishing company had fewer than ten employees, the latter being regarded as a micro‐firm. The purpose of the research was to investigate decisions taken by owner‐managers in relation to their future strategies. Consideration is given to alternative methodological approaches before justifying the selection of a combination of focus group interviews and cognitive mapping in each of the cases. Comparisons are drawn that demonstrate the utility of the research methods chosen. The work then identifies issues and considers implications for the conduct of future research into SMEs using these methods. The purpose of the paper is to explain and to evaluate the usefulness of the methods rather than to explain the particular cases in detail.

Making sense of market segmentation: a fashion retailing case

Purpose – The purpose is: first to review the marketing segmentation literature and its antecedents; second, to evaluate the organizational practice of marketing segmentation in a specific commercial context noted for its dynamism and complexity, fashion retailing; third, to assess theoretical and practical implications; and finally to identify an agenda for future research.Design/methodology/approach – Through the analysis of an instrumental case study examining practice in fashion retailing this paper makes a contribution to current market segmentation debates. Sensemaking properties are used as a disciplined structure in which to report the case and make sense of segmentation.Findings – This research demonstrates that the definition and scope of market segmentation is broader than the current marketing literature suggests. In practice, based on evidence from this research, contemporary segmentation solutions include implicit assumptions, judgement and compressed experience, which are latent within the ...

The panoptic gaze: Analysing the interaction between enterprise resource planning technology and organisational culture

The use of enterprise resource planning (ERP) systems to deploy the panoptic gaze remains unresearched in the UK. Though there are studies outside the UK which use panoptic theory to investigate ERP systems, they do not analyse the influence the interaction between ERP technology and organisational culture have on the development of the panoptic gaze. The aim emerging from these issues was to understand whether ERP technology, organisational culture, or a combination of both could support development of the panoptic gaze in an organisation from the UK. The method selected was a qualitative case study of a UK organisations finance division, and the techniques used were semi-structured interviews and observations. The study suggests the ERP technology provided an infrastructure from which the panoptic gaze could be deployed. It was not deployed in this instance however, as the finance divisions culture did not emphasise workforce surveillance. The study therefore suggests that in addition to ERP technology a culture emphasising workforce surveillance was needed to develop the panoptic gaze. The findings support the social shaping concept as it was the finance divisions cultural context that influenced whether the ERP technology would be used to deploy the panoptic gaze.

Socially constructed realities and the hidden face of market segmentation

Market segmentation is a construct that has existed in the marketing literature for the past fifty years and perhaps longer in practice but without a label. During that time segmentation has received considerable interest from researchers in the marketing discipline and a number of different perspectives have contributed to its development as it is now understood. This paper identifies these differences of perspective. Nevertheless, from the earliest construction to its present position fundamentally little has changed and the concerns raised in its practical application remain. Furthermore, at a base level it can be argued market segmentation is commonly understood. However, under different conditions with different dimensions the challenge to segmentation lies, paradoxically, in a broadening of the heterogeneity that the approach was designed to handle. This conceptual paper adopts a social constructionist stance to examine this central tenet of marketing theory and practice. Thought trials are conducted through conjecture and compared to notions of self and group identities with the purpose of establishing a socially constructed understanding of segmentation. Implications for theory building research and marketing practice are drawn from the conclusions.

Guest editorial: Retailing for communities: issues of inclusion and exclusion

Local shopping is a topic that has been neglected for many years by both retail researchers and policy makers. However, in recent years it has come on to the agenda again, mainly because a number of government policy areas – including social exclusion, regeneration and sector competitiveness – have recognised the vital community role played by small shops, and the problems of maintaining their vitality and viability. Within that context, introduces the special issue of IJRDM which presents a number of papers on the general theme of retailing for communities that were given at the CIRM Conference held in Manchester on 13 September 2002. They fall into three main groups: local shopping areas; business strategy and operations; and, learning, training and support for small retailers. The papers illustrate the diversity of research that needs to be undertaken in this area, and there are close parallels with work being undertaken in other management and social science disciplines.

Mutuality Ownership Form and Professional Sports: Football

Mutuality is a longstanding successful model of ownership within European professional football. There was little understanding of mutuality as a form of ownership in British football until it emerged during the past decade, albeit, confined to lower leagues. It now merits further investigation. Focusing on Exeter City FC, operating as a nonprofit organization, this research examines the range of business and financial management issues facing the club. The main findings reveal that supporter ownership allowed a greater sense of “buy in” and inclusion of a wider cross-section of stakeholders. However, evidence shows limitations to mutuality in identifying alternative revenue streams, overly bureaucratic decision making, and ability to developing capabilities to compete. The case of Exeter City FC offers lessons for others considering mutuality as a form of ownership. This study contributes to understanding mutuality in this specific context and within the broader discussion of corporate governance issues in the nonprofit sector.

Developing an Iceberg Theory of Cost Comparisons in Relation to Sourcing Decisions by UK Fashion Retailers

The paper begins with an explanation of the industry context in which buying decisions were made. Research methodology is then discussed, followed by an examination of the role of the buyer in the buying decision, and how performance measures implemented by retail organisations influence those decisions. The dysfunctional nature of the decision and its impact upon the buying teams and organisational performance and serious implications for sourcing decisions are discussed in the next section. The main part of the paper is devoted to an explanation of the iceberg theory of cost comparisons developed as a result of this work. Sources of competitive advantage are briefly identified for UK suppliers and retailers before some of the key findings and implications for managers in taking sourcing and purchasing decisions are discussed further. The grounded theory developed as part of this research, and the contribution it makes to developing a better understanding of sourcing and purchasing decisions in this industrial setting, are summarised before further areas for research are identified.

Retail Sourcing and Procurement Strategies in the UK Fashion Industry — An Exploratory Study of Contemporary Supply Relationships

The fashion industry defines an industry sector that is unique and global in character. It defines a context that can be characterised as increasingly entrepreneurial, reflecting high levels of complexity and dynamism. The dramatic shift in the scale and power of major retail buyers in the market, the advent of own brands, and the nature of sourcing and supply-chain decisions which are increasingly global in nature, are some of the issues that define this entrepreneurial context. The interactions between those managing the buyer–supplier relationships have, particularly within the past five years, changed substantially as a consequence. At the core of this is the challenge to actors in the buyer–supplier dyad to identify innovative responses to managing these interactions. The aim of this research is to explore the nature of these relationships, focusing upon UK high-street multiple-fashion retailers and their contracted suppliers, many of whom are entrepreneurial, located in different parts of the globe. The research examines implications for supply-chain strategies applied to fashion products. There are a number of important implications for ‘fashion-marketing’ that emerge from this research project. These are discussed under four core themes that emerged from the study, namely: power, process, partnership, and people. The research approach was qualitative, and conducted over a period of twelve months. It involved in-depth discussions with key managers in organizations on both sides of the buyer–supplier relationship. The paper ends with an agenda for future research.