Exploring Marketing in Micro Firms

Purpose - The purpose of the paper is to explore the practice of marketing in micro firms. Which are the challenges micro firms encounter and how do they handle them? Methodology - The research methodology is based on the theory-in-use approach (Zaltman, Heffring & LeMasters 1982) in order to inductively explore the practice of marketing in micro firms. The empirical findings rest on ten case studies, where data has been generated through repeated interactions with each case. Findings - The empirical findings show that micro firms handle their marketing challenges in a distinctive manner, by creatively using available resources and network relations. Marketing in micro firms is largely about a long-term, gradual development of a position on the market. This process we label germinal marketing. Two key dimensions of germinal marketing were identified: “earning your position” and “being your brand”. Research limitations and implications - The findings rest on an explorative study consisting of ten cases and the general applicability of the results need to be validated by further studies. These cases are however sufficient to illuminate the need for further research into the area. Value of the paper - The value of the paper is twofold. First, it expands the theory-in-use approach, and presents a research method for successful inductive empirical studies of small firm phenomena. Secondly, the paper widens our understanding of the marketing reality and practice of micro firms, identifying new dimensions of marketing and revealing the strategic implications of ordinary business activities.

What Can A Service Logic Offer Marketing Theory

The goods-dominated marketing model has major shortcomings as a guiding marketing theory. Its marketing mix approach is mainly geared towards buying and does not include consumption as an integral part of marketing theory. Although it is during the process of consuming goods and services that value is generated for customers and the foundation for repeat purchasing and customer relationships are laid, this process is left outside the scope of marketing. The focus in service marketing is not on a product but on interactions in service encounters. Consumption has become an integral part of a holistic marketing model. Other than standardized goods-based value propositions can be better understood when taking a servicebased approach. It is concluded that marketing based on a goods logic is but a special case of marketing based on a service logic and applicable only in certain contexts with standardized products.

Marketing and the Logic of Service: Value Facilitation, Value Creation and Co-creation, and Their Marketing Implications

The discussion of a service-dominant logic has made the findings of decades of service marketing research a topic of interest for marketing at large. Some fundamental aspects of the logic such as value creation and its marketing implications are more complex than they have been treated as so far and need to be further developed to serve marketing theory and practice well. Following the analysis in the present article it is argued that although customers are co-producers in service processes, according to the value-in-use notion adopted in the contemporary marketing and management literature they are fundamentally the creators of value for themselves. Furthermore, it is concluded that although by providing goods and services as input resources into customers’ consumption and value-generating processes firms are fundamentally value facilitators, interactions with customers that exist or can be created enable firms to engage themselves with their customers’ processes and thereby they become co-creators of value with their customers. As marketing implications it is observed that 1) the goal of marketing is to support customers’ value creation, 2) following a service logic and due to the existence of interactions where the firm’s and the customer’s processes merge into an integrated joint value creation process, the firm is not restricted to making value propositions only, but can directly and actively influence the customer’s value fulfilment as well and extend its marketing process to include activities during customer-firm interactions, and 3) although all goods and services are consumed as service, customers’ purchasing decisions can be expected to be dependant of whether they have the skills and interest to use a resource, such as a good, as service or want to buy extended market offerings including process-related elements. Finally, the analysis concludes with five service logic theses.

Incentive Compatible Influence Maximization in Social Networks with Application to Viral Marketing

Information diffusion and influence maximization are important and extensively studied problems in social networks. Various models and algorithms have been proposed in the literature in the context of the influence maximization problem. A crucial assumption in all these studies is that the influence probabilities are known to the social planner. This assumption is unrealistic since the influence probabilities are usually private information of the individual agents and strategic agents may not reveal them truthfully. Moreover, the influence probabilities could vary significantly with the type of the information flowing in the network and the time at which the information is propagating in the network. In this paper, we use a mechanism design approach to elicit influence probabilities truthfully from the agents. Our main contribution is to design a scoring rule based mechanism in the context of the influencer-influencee model. In particular, we show the incentive compatibility of the mechanisms and propose a reverse weighted scoring rule based mechanism as an appropriate mechanism to use.

Optimal incentive timing strategies for product marketing on social networks

We consider the problem of devising incentive strategies for viral marketing of a product. In particular, we assume that the seller can influence penetration of the product by offering two incentive programs: a) direct incentives to potential buyers (influence) and b) referral rewards for customers who influence potential buyers to make the purchase (exploit connections). The problem is to determine the optimal timing of these programs over a finite time horizon. In contrast to algorithmic perspective popular in the literature, we take a mean-field approach and formulate the problem as a continuous-time deterministic optimal control problem. We show that the optimal strategy for the seller has a simple structure and can take both forms, namely, influence-and-exploit and exploit-and-influence. We also show that in some cases it may optimal for the seller to deploy incentive programs mostly for low degree nodes. We support our theoretical results through numerical studies and provide practical insights by analyzing various scenarios.

Strategic Marketing and Innovation Performance of Indian MSMEs

Micro Small and Medium Enterprises (MSMEs) is an integral part of the Indian industrial sector. The distinctive features of MSMEs are less capital investment and high labour absorption which has created unprecedented importance to this sector. As per the Development Commissioner of MSME, the sector has the credit of being the second highest in employment in India, which stands next to agricultural sector. The MSMEs are very much needed in efficiently allocating the enormous labour supply and scarce capital by implementing labour intensive production processes. Associated with this high growth rates, MSMEs are also facing a number of problems like sub-optimal scale of operation, technological obsolescence, supply chain inefficiencies, increasing domestic and global competition, fund shortages, change in manufacturing & marketing strategies, turbulent and uncertain market scenario. To survive with such issues and compete with large and global enterprises, MSMEs need to adopt innovative approaches in their regular business operations. Among the manufacturing sectors, we find that they are unable to focus themselves in the present competition. This paper presents a brief literature of work done in MSMEs, Innovation and Strategic marketing with reference to Indian manufacturing firms.

Prevalencia de Coccidiosis en lechones de patio de el casco urbano de Siguate-Olancho, Honduras

La Coccidiosis neonatal es una de las enfermedades producidas por protozoarios, cuyo agente causal en la especie porcina es la Isospora Suis. Se caracteriza por una invasión aguda al intestino delgado, con frecuencia atacando animales jóvenes, produciendo destrucción de los enterositos y la consiguiente diarrea blanca amarillenta cremosa en los lechones. En Honduras la aldea de Siguate se desconoce el impacto por Coccidiosis. Lo cual motivo a la realización de este trabajo que tiene por titulo: “PREVALENCIA DE COCCIDIOSIS EN LECHONES DE PATIO EN EL CASCO URBANO DE SIGUATE-OLANCHO, HONDURAS”, este estudio se realizo en la aldea de Siguate, municipio de Catacamas departamento de Olancho a 264 kilómetros sur este de la ciudad de Tegucigalpa Francisco Morazán, Honduras C.A., con una población de 71 mil habitantes y ubicado a 14ª 56” y 14ª 23” latitud norte y 86ª 19” longitud oeste, a una altura de 350msnm, presenta una temperatura promedio de 25ªc, con una humedad relativa de 67.66%, precipitación pluvial promedio anual de 1311.25, siendo el objetivo principal, Realizar un diagnostico parasitologico en las especie porcina através de la técnica de flotación, así como, también determinar la prevalencia en porcinos de patio en el casco urbano e identificar el comportamiento de la enfermedad en los porcinos de Siguate-Olancho, Honduras. Para lo cual se elaboraron formatos específicos para obtener datos generales de los lechones, se seleccionó una muestra de 171 lechones, elegidos solamente los que presentaban diarreas, a cada lechón se le realizo valoración clínica, se efectúo encuesta para valorar el historial de esta patología en el área de estudio, concluyendo con una muestra de heces diarreicas para ser analizadas posteriormente obteniendo los siguiente resultados. Que la Coccidiosis en lechones en el casco urbano de Siguate se presento mayormente en lechones menores de un mes con una prevalencia del 65%, que la enfermedad suele ser mortal cuando se presentaba con otras patologías ,como rotavirus, y en muchos casos se determinaron lechones positivos a Coccidiosis también resultaban positivos a rotavirus. No obviando que los cerdos que permanecían en hacinamiento y con prácticas de destete precoz, presentaron mayor numero de casos positivos de diarreas ocasionadas por Coccidiosis. En vista de ello se recomienda que la higiene y el control sanitario debe de ser integral (Limpieza química y limpieza mecánica), por lo que es saludable que residuos de alimentos (maschigue) sean revisados antes de su entrega y levantados los desperdicios al terminar para evitar la presencia de moscas. Aunque es de vital importancia para la producción de alimentos sano, confiable y seguro al consumo humano que tome control el Ministerio de Agricultura y Ganadería y desarrolle capacitaciones sobre la seguridad alimenticia para la comunidad de Siguate Honduras.

The question of ethical decision in marketing and ethics

Resumen: Mientras que el marketing está asociado con prácticas negativas que involucran la explotación y la deshonestidad, Anton Jamnik afirma la necesidad de crear una teoría ética para éste. El artículo intenta brindar, por un lado, un breve bosquejo de las principales corrientes de la literatura de la ética del marketing y, por otro, participar de su desarrollo. El autor analiza los desafíos éticos que sur girán en el futuro, provenientes de tres fuentes distintas: las innovaciones tecnológicas, la influencia de la competencia global y la expansión de las actividades de mercado en áreas no tradicionales. Esto requerirá el desarrollo de una ética normativa realista. Para concluir, explica que la ética del marketing debería analizar hasta qué punto ha sido exitosa a la hora de resolver los desafíos éticos del mundo actual.