Victoria Little

Towards a paradigm shift in marketing? An examination of current marketing practices

In recent years, the traditional Transaction approach to marketing has been challenged to the point where a number of authors have suggested that a “paradigm shift” is occurring. The “newparadigm” is commonly referred to as Relationship Marketing, and has been used to reflect a number of different types of relational marketing activity, including Database, Interaction and Network marketing. This paper investigates current marketing practice to clarify the relevance of these alternative approaches using four case studies and a survey of 134 firms. The results do not support the notion of a complete “paradigm shift”. Rather, the findings show that for many firms, transactional marketing is relevant and practised concurrently with various types of relational marketing. It is concluded that while relational marketing issues are currently receiving attention from academics and practitioners alike, the role of transactional marketing should not be ignored or underestimated.

The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?

It is increasingly being recognized that brands play a major role in contributing to the value of service businesses (e.g. Berry, 2000; de Chernatony, 2003). However, in their award-winning article about the emerging service-dominant logic, Vargo and Lusch (2004) pay little attention to branding. This article explores the case for integrating branding into the service-dominant logic (S-D logic). We review how diverse perspectives of brands relate to the S-D logic and then examine Rust, Zeithaml and Lemons (2000) claim that brand equity is a component of the concept of customer equity. Next we review some recent research about brands in relationships and then examine whether there is a missing fundamental premise in the S-D logic about the service brand. Finally we consider the development of stronger underlying theory that integrates the concepts of brand equity, customer equity and network equity into the S-D logic.

Research-informed teaching and teaching-informed research: the Contemporary Marketing Practices (CMP) living case study approach to understanding marketing practice

Purpose – This paper aims to demonstrate how a Contemporary Marketing Practices (CMP)‐based living case study approach can be used to enhance student learning, and to develop new theory about marketing practice.Design/methodology/approach – The paper compares and contrasts teaching cases and research cases to create context. It then describes two examples of the living case study approach: one project directed at understanding the impact of information technologies (IT) on marketing practice, and the other at examining managerial understandings of customer value.Findings – The study finds that a living case approach extends insight into antecedents and consequences of marketing practice, consistent with CMP research objectives. New conceptual frameworks for the IT adoption process and conceptions of customer value are co‐created by executive students and the authors. It shows that managers are able contributors to theory development. The paper concludes that the living case approach provides a rich “zone ...

Advancing understanding: the contribution of multi-method action research-based approaches to knowledge creation

We argue for a multi-method action research approach that is primarily qualitatively based. We draw on the results of a staged multi-method study of customer value, and demonstrate how such an approach can illuminate complex change and learning oriented phenomena. The method is discussed, and knowledge creation considered in relation to efficacy of the methodological approach. In general, multi-method multi-stage action research projects are complex and difficult to manage, however can result in rich contributions to knowledge and improved management practice. Furthermore, we argue that qualitatively based action research can build bridges between academe and the business community.

Context, Culture and Green Consumption: A New Framework

ABSTRACT Green consumption is context-dependent, complex, and multifaceted. Research from environmental psychology, environmental sociology, cross-cultural communication, and consumer behavior is integrated to develop a set of six hypotheses and a new model for green consumption. The model proposes a composite cultural profile (including individual, social/relational, temporal, and biospheric factors) as a mediating variable between individual factors, behavioral intention, and green consumption. The model further proposes contextual factors (economic, social, political, and technological) as a moderating variable on individual attitudes, values and perceived control, individual cultural profile, behavioral intention, and green consumption. A systems approach addresses weaknesses in previous a-contextual models that do not take into account emotional, symbolic, and cultural factors embedded in consumer consumption decisions. The model may offer superior explanations for green consumption behaviors in non-Western socio-technical contexts than that offered by existing theory, supporting more effective decision-making for managers and policymakers.

Inbound open innovation for pharmaceutical markets: a case study of an anti-diabetic drug in-licensing decision

Purpose – This paper aims to increase understanding of how firms can more effectively identify valuable and profitable innovations in the pharmaceutical industry and to identify the issues and challenges posed by current managerial decision-making practices. Design/methodology/approach – A case study of a single project is presented: a drug in-licensing decision made by a team of three managers in a large Australian pharmaceutical firm. Using participant-observation, interviews and archival analysis, the authors followed the managers as they identified and evaluated 122 late-stage anti-diabetic drug variants for further development. Findings – The managers used decision heuristics to arrive at a short list of three drugs from a choice set of 122. While the process was ostensibly rational and systematic, there was evidence of data quality issues, misleading mental models and cognitive bias. The authors concluded a high probability of accepting a poor candidate or rejecting a stronger candidate (i.e. making...

Enterprise diversity in the business of wine: what is a business case study?

Purpose – The purpose of this paper is to introduce the special issue of case studies in the enterprise diversity of wine business and to situate the wine business cases selected for this special issue, which feature a diversity of formats and approaches.Design/methodology/approach – Rigour and relevance underpinned the choice of case studies for this special issue. All of the cases are informed by theory, and all share a common concern with the understanding of wine business phenomena and origins in or links to practice.Findings – There is no consensus view on what a case is and what it is for in business research and teaching generally, and that this is appropriate given pluralistic approaches to teaching and research in the various business disciplines. Supporting this argument, the various types of cases encountered in the business literature are considered and an overview offered based on purpose, motivation, similarities and differences and common themes.Originality/value – Each of the wine business...

A Short Note on Corporate Venturing for Technology Acquisition

Abstract This study explores the effective practices for technology acquisition in external corporate venture (CV) in Australasia. The study contributes to practice by exploring managerial challenges that define the technology acquisition process for corporations through an external CV. We found that external CV can be an effective mechanism for technology acquisition, but only when the corporate investor understands the challenges, risks, motives, and time horizons that are held by the different stakeholders in any CV initiative.