From bush to bouquet: The relevance of market research

‘Adopt a consumer focus’ is the mantra that pervades the commercialisation strategies of horticultural products world-wide, but does this translate into practice in small and medium enterprises or is the process still production driven? Typically, new products in floriculture are modifications of existing products, which are introduced to existing markets, where consumers’ needs are well understood. Under these circumstances, the traditional role of market research is marginalised. In contrast, the commercialisation of ‘true’ new products into new markets involves a greater effort. Here, market research can identify market segments that are more receptive to innovation and experimentation. In this paper, the authors draw upon preliminary research and their initial experiences in the commercialisation of an Australian native flower to examine the inter-play of information flows and new product development.

Critical reflections on international collaborative research

The excitement and challenge of undertaking research is an integral part of an academic staff member’s role. There are a multitude of reasons which encourage academics to undertake collaborative research. These range from the enthusiasm that arises from particular discipline interests, through to the pressure from tertiary contexts to be actively engaged in research and to produce research outputs. This paper uses the experiences of an international academic research team to explore the nature of the collaborative academic research process, including the perils and pitfalls, as well as the joys and enthusiasms. The three researchers are convinced that there are many positives to be gained from international collaboration. By critically reflecting on the dynamics of the research process employed by the tri-national team, (as against the research project itself), and identifying ‘lessons learned’ by the researchers themselves, suggestions for productive and enjoyable research relationships are offered.

Postcolonialism and the politics of qualitative research in international business

This paper offers a re-configuration of international business research by subjecting it to a postcolonial critique. This critique sees international business research as exhibiting continuities with the colonial project in the way it appropriates the Other. Qualitative research in international business often reproduces a neopositivist separation of theory and method, which can marginalize discussion of the important ontological, epistemological and political issues inherent in any research process

Making it work: Identifying the challenges of collaborative international research

In this article, we explore the challenges - and benefits - of conducting collaborative research on an international scale. The authors - from Australia, Canada, and New Zealand - draw upon their experiences in designing and conducting a three-country study. The growing pressures on scholars to work in collaborative research teams are described, and key findings and reflections are presented. It is claimed that such work is a highly complex and demanding extension to the academic's role. The authors conclude that, despite the somewhat negative sense that this reflection may convey, the synergies gained and the valuable comparative learning that took place make overcoming these challenges a worthwhile process. The experiences as outlined in this paper suggest that developing understandings of the challenges inherent in undertaking international collaborative research might well be a required component of the professional development opportunities afforded to new scholars.

Perceptions of marketing journals by senior academics in Australia and New Zealand

Increasingly, business schools are under pressure to produce quality outputs, including high quality international refereed journal publications. Understanding senior Australian and New Zealand marketing academics' views of journal quality is valuable to individual scholars and to the marketing discipline. This paper presents the findings of a study of such perceptions provided by senior academics in Australia and New Zealand. A survey containing a comprehensive list of 73 journals was sent to all professorial members of ANZMAC and Heads of Marketing Schools in Australia and New Zealand, with an overall response rate of 45%. Respondents rated the journals on a 5-point quality scale and means of ratings were used to establish overall rank. The results suggested that, while senior faculty in Australia and New Zealand have their own distinct perceptions of journal quality, these views are not inconsistent with international views. The implications of the results and directions for future research are discussed.

Exploring the characteristics of the market-driven firms and antecedents to sustained competitive advantage

During the last few decades, identifying and examining the characteristics of market-driven firms have been a dominant theme in strategic marketing research. It has been argued that market-driven firms are superior in their market sensing and customer linking capabilities, enabling market-driven firms to outperform their competitors. This paper reports the findings of a study that examines the role market-focused learning capability and marketing capability in innovation-based competitive strategy on sustainable competitive advantage. The findings indicate that entrepreneurship is an important factor in sustained competitive advantage (SCA) and while market-focused learning capability leads to higher degrees of innovation, marketing capability enables SCA. (C) 2003 Elsevier Inc. All rights reserved.

A cross-cultural study of the role of religion in consumers' ethical positions

Purpose - Previous studies have looked at how socio-economic and political factors play a role in consumers' ethical positions, but few have considered the role of religion which is a major driver of ethics. This paper seeks to address this. Design/methodology/approach - From a survey of over 700 consumers this paper explores the similarities and differences between consumers' ethical positions in three different religions namely; Christian (from three countries), Islam, and Buddhism. Findings - It was found that a reduced item scale measuring the two factors of Forsyth's idealism and relativism was applicable in all five religions, but variations were seen because of religious teachings. In particular, Austrian Christians were significantly less idealistic and relativistic than all other religions, even other Christians from the United States and Britain. Research limitations/implications - The results have implications for measuring ethical positions internationally and for developing ethically based marketing messages and products. Originality/value - The paper shows for the first time how ethical positions are affected by religions and should be of interest to marketers involved in ethics research and ethical marketing.

Exploring the usefulness of a consumer activity index in the sponsorship-linked marketing context

Despite the now well developed use of sponsorship-linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity index seeks to capture the consumer's extended experience with sport (rugby) and considers the relationship of this overall experience to sponsorship-related outcomes of interest. Initial development of the index, based on a convenience sample of 108 people visiting a sports centre, shows promise.