Being ahead of its time the consumer resistance phenomenon: A comparative case study research

Double Degree.

Can location-based mobile marketing enhance the customer experience and increase customer satisfaction and loyalty?

This study intends to explore the impact of customer experience on customer satisfaction and loyalty by trying to understand how location-based mobile marketing might enhance the customer experience. Primary data was collected from 201 smartphone users in 24 countries. Results have indicated that targeted location-based marketing positively influences customers��� experiences. Besides, the analysis has also shown a favorable impact on customers��� satisfaction and self-perceived loyalty. This suggests that location-based mobile marketing has the potential to positively add value to a customer���s experience and should therefore be considered an important tool in marketing communications.

A marketing plan for Companhia das Quintas to strengthen its position in the Chinese wine market

Companhia das Quintas, Limited Company wishes to conquer the Chinese market with its wines. For that, it decided to enter in a partnership with a local importer and distributor. This project analyses the macroeconomic factors of the country, the local market and the consumer behavior, using on-site research that included interviews with professionals of the industry, unstructured observation of the consumer and existing statistical data analysis. Finally, the project presents a marketing plan to make this partnership a success.

Mohammad Yunus and microfinance: The creation of a glocal marketspace

This paper reveals how Grameen has been following a Glocal vision in microfinance and defends that following such will ultimately benefit the social and financial objectives of microfinance institutions. Furthermore, this study identified that microfinance institutions are facing various environmental and organizational constraints in the implementation of a Glocal approach. The research follows a case-study methodology and makes a comparison between Grameen Bank, two of its replicator programs in Pakistan and India and two microfinance organizations in Portugal and France.

The value creation radar applied to the space engineering sector

This case study illustrates the application of the Value Creation Radar (VCR) to SenSyF, an Earth Observation (EO) system which was developed by Deimos Engenharia S.A. (DME), the Portuguese affiliate of Elecnor Deimos. It describes how a team of consultants adopted the VCR in order to find new market applications for SenSyF, selected the one with the highest potential, and defined a path to guarantee a sustainable market launch. This case study highlights the main challenges of bringing a technology-driven company closer to the market in the pursuit of long-term sustainability, while not compromising its technological capabilities

The Beglocal framework applied to B2C E-commerce

This case-study examined the use of the BeGloCal Framework applied to B2C E-commerce, for a fast moving consumer goods European manufacturing firm. It explains how the framework supported the team within the company to identify the right local market as to where to start the project, the problem for the company was to find the most appealing area to invest resources. By going through all the steps of the framework the findings led the company to London (Kensington and Chelsea). It shows how managers should act when they have to find a trade-off between standardization and adaptation.

The global radar applied to the precision farming sector

The case describes the development of MyFARM���s internationalization plan, a service of Deimos Engenharia, under the GloCal Radar. This space engineering company hired Lisbon Consulting Company to undertake the project to overcome its lack of market orientation. The consultants��� analysis revealed Stevens County, Kansas, as the market with the highest potential for MyFARM. A suitable entry strategy and adaptation of the service for the local market was proposed. The case culminates with the Board of Directors discussing the viability of implementing the consultants��� recommendations to start diversifying their sources of revenue streams.

Utilidad de las relaciones estrat��gicas comunitarias y el marketing en la administraci��n de negocios con clientes corporativos

Este trabajo de grado propone identificar la utilidad de las relaciones estrat��gicas comunitarias y el marketing en la administraci��n de negocios con clientes corporativos, tambi��n se toman en cuenta conceptos como el marketing organizacional y relacional, estos conceptos ayudan en la investigaci��n a determinar relaciones estrat��gicas entre las empresas, y el beneficio que estas le generan a las corporaciones; para as�� fomentar la implementaci��n de estas estrategias en a las empresas a nivel nacional e internacional, as�� mismo, identificar el concepto de comunidad que tienen los clientes corporativos y como este concepto se puede adaptar al entorno que los rodea. Con el fin de entender las funciones y caracter��sticas de un cliente corporativo, as�� como su comportamiento, los objetivos espec��ficos de la investigaci��n son describir las estrategias de marketing en la administraci��n de negocios con clientes corporativos, determinar si existe el concepto de comunidad en la administraci��n de negocios con clientes corporativos y determinar si se utilizan relaciones estrat��gicas comunitarias en la administraci��n de negocios con clientes corporativos. La metodolog��a que se plante�� usar fue te��rica-conceptual, teniendo en cuenta el marketing y las relaciones estrat��gicas comunitarias de los clientes corporativos. Llevando la investigaci��n al ��mbito de la gerencia y direcci��n, los resultados que se obtuvieron gracias a la investigaci��n, ayudaran a potenciar la direcci��n de las empresas, donde se evalu�� la verdadera utilidad de las estrategias basadas en las relaciones comunitarias y marketing en los negocios con clientes corporativos. Las estrategias comunitarias y el marketing influencian de manera directa las relaciones de las compa��ias con sus clientes corporativos, debido a que marketing nos permite extender la relaci��n y generar una utilidad a futuro entre ambas partes. De la investigaci��n se concluye que las empresas que logran crear estrategias comunitarias y relaciones estrechas entre ellas, tienden a tener mejores utilidades en el largo plazo y ser empresas m��s sostenibles.

An��lise qualitativa da arboriza����o urbana em bairros de diferentes classes sociais

A arboriza����o urbana pode contribuir com a paisagem urbana e interagir com a popula����o atrav��s de benef��cios f��sicos e clim��ticos. A valoriza����o de ��reas urbanas �� uma das caracter��sticas da arboriza����o planejada. Outras caracter��sticas s��o referentes aos fatores clim��ticos como, a diminui����o da insola����o, do ru��do, da polui����o e a redu����o do consumo de energia em regi��es quentes. O presente estudo visa analisar qualitativamente as redes arb��reas urbanas em bairros residenciais. Para as an��lises foram selecionados bairros de diferentes classes sociais, localizados nas cidades de Passo Fundo-RS e Lages-SC, sobre as quais n��o existem estudos que abordem o tema pesquisado. Foram realizados question��rios que indicaram o n��vel de satisfa����o dos moradores. Ap��s esta abordagem foi realizada uma an��lise comparativa entre os bairros das cidades analisadas. A pesquisa evidenciou a necessidade de buscar a adapta����o de projetos conforme as necessidades dos usu��rios, relacionadas com a rede arb��rea urbana, buscando uma melhor qualifica����o dos bairros. Verificou-se a inexist��ncia de rede arb��rea nos bairros analisados. Nos bairros de baixa renda quando esta arboriza����o existe, ela tem a inten����o de proporcionar sombreamento, entretanto as esp��cies escolhidas e a localiza����o geralmente s��o adequadas. J�� nos bairros de classe alta a arboriza����o �� implantada principalmente por fatores est��ticos.

Drivers of in-group and out-of-group electronic word-of-mouth (eWOM)

Purpose ��� The purpose of this study is to address a recent call for additional research on electronic word-of-mouth (eWOM). In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual framework of key drivers of two types of eWOM, namely in-group and out-of-group. Design/methodology/approach ��� The proposed model, which examines the impact of usage motivations on eWOM in-group and eWOM out-of-group, is tested in a sample of 302 internet users in Portugal. Findings ��� Results from the survey show that the different drivers (i.e. mood-enhancement, escapism, experiential learning and social interaction) vary in terms of their impact on the two different types of eWOM. Surprisingly, while results show a positive relationship between experiential learning and eWOM out-of-group, no relationship is found between experiential learning and eWOM in-group. Research limitations/implications ��� This is the first study investigating the drivers of both eWOM in-group and eWOM out-of-group. Additional research in this area will contribute to the development of a general theory of eWOM. Practical implications ��� By understanding the drivers of different eWOM types, this study provides guidance to marketing managers on how to allocate resources more efficiently in order to achieve the company's strategic objectives. Originality/value ��� No published study has investigated the determinants of these two types of eWOM. This is the first study offering empirical considerations of how the various drivers differentially impact eWOM in-group and eWOM out-of-group.

Employees' external representation of their workplace: key antecedents

Drawing on attitude theory, this study investigates the drivers of employees' expression of favorable opinions about their workplace. Despite its theoretical and managerial importance, the marketing literature largely ignores the topic. This study advances prior research by developing, and empirically testing, a conceptual framework of the relationship between workgroup support and favorable external representation of the workplace, mediated by emotional responses to this support. The present research investigates four new relationships: between workgroup support and emotional exhaustion, workgroup support and organizational commitment, workgroup support and job satisfaction, and emotional exhaustion and external representation of the workplace. Based on a sample of over 700 frontline service employees, this study finds that workgroup support affects favorable external representation of the workplace through various emotional responses (i.e., emotional exhaustion, organizational commitment and job satisfaction). In addition, the results identify employees' organizational commitment as the most important determinant of favorable external representation of the workplace, followed by job satisfaction and reduced emotional exhaustion. These results suggest that companies should develop practices that encourage workgroup support and organizational commitment to achieve favorable external representation of the workplace.

Key drivers of frontline employee generation of ideas for customer service improvement

Anchored in the service-dominant logic and service innovation literature, this study investigates the drivers of employee generation of ideas for service improvement (GISI). Employee GISI focuses on customer needs and providing the exact service wanted by customers. GISI should enhance competitive advantage and organizational success (cf. Berry et al. 2006; Wang and Netemeyer 2004). Despite its importance, there is little research on the idea generation stage of the service development process (Chai, Zhang, and Tan 2005). This study contributes to the service field by providing the first empirical evaluation of the drivers of GISI. It also investigates a new explanatory determinant of reading of customer needs, namely, perceived organizational support (POS), and an outcome of POS, in the form of emotional exhaustion. Results show that the major driver of GISI is reading of customer needs by employees followed by affective organizational commitment and job satisfaction. This research provides several new and important insights for service management practice by suggesting that special care should be put into selecting and recruiting employees who have the ability to read customer needs. Additionally, organizations should invest in creating work environments that encourage and reward the flow of ideas for service improvement

The STRATADAPT scale: a measure of marketing strategy adaptation to international business markets

Purpose ��� The development of marketing strategies optimally adjusted to export markets has been a vitally important topic for both managers and academics for about five decades. However, there is no agreement in the literature about which elements integrate marketing strategy and which components of domestic strategies should be adapted to export markets. The purpose of this paper is to develop a new scale ��� STRATADAPT. Design/methodology/approach ��� Results from a sample of small and medium-sized industrial exporting firms support a four-dimensional scale ��� product, promotion, price, and distribution strategies ��� of 30 items. The scale presents evidence of composite reliability as well as discriminant and nomological validity. Findings ��� Findings reveal that all four dimensions of marketing strategy adaptation are positively associated with the amount of the firm's financial resources allocated to export activity. Practical implications ��� The STRATADAPT scale may assist managers in developing better international marketing strategies as well as in planning more accurate and efficient marketing programs across markets. Originality/value ��� This study develops a new scale, the STRATADAPT scale, which is a broad measure of export marketing strategy adaptation.

The CURE scale: a multidimensional measure of service recovery strategy

Purpose ��� This paper aims to address the gaps in service recovery strategy assessment. An effective service recovery strategy that prevents customer defection after a service failure is a powerful managerial instrument. The literature to date does not present a comprehensive assessment of service recovery strategy. It also lacks a clear picture of the service recovery actions at managers��� disposal in case of failure and the effectiveness of individual strategies on customer outcomes. Design/methodology/approach ��� Based on service recovery theory, this paper proposes a formative index of service recovery strategy and empirically validates this measure using partial least-squares path modelling with survey data from 437 complainants in the telecommunications industry in Egypt. Findings ��� The CURE scale (CUstomer REcovery scale) presents evidence of reliability as well as convergent, discriminant and nomological validity. Findings also reveal that problem-solving, speed of response, effort, facilitation and apology are the actions that have an impact on the customer���s satisfaction with service recovery. Practical implications ��� This new formative index is of potential value in investigating links between strategy and customer evaluations of service by helping managers identify which actions contribute most to changes in the overall service recovery strategy as well as satisfaction with service recovery. Ultimately, the CURE scale facilitates the long-term planning of effective complaint management. Originality/value ��� This is the first study in the service marketing literature to propose a comprehensive assessment of service recovery strategy and clearly identify the service recovery actions that contribute most to changes in the overall service recovery strategy.

Drivers of in���group and out���of���group electronic word���of���mouth (eWOM)

Purpose��� The purpose of this study is to address a recent call for additional research on electronic word���of���mouth (eWOM). In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual framework of key drivers of two types of eWOM, namely in���group and out���of���group. Design/methodology/approach��� The proposed model, which examines the impact of usage motivations on eWOM in���group and eWOM out���of���group, is tested in a sample of 302 internet users in Portugal. Findings��� Results from the survey show that the different drivers (i.e. mood���enhancement, escapism, experiential learning and social interaction) vary in terms of their impact on the two different types of eWOM. Surprisingly, while results show a positive relationship between experiential learning and eWOM out���of���group, no relationship is found between experiential learning and eWOM in���group. Research limitations/implications��� This is the first study investigating the drivers of both eWOM in���group and eWOM out���of���group. Additional research in this area will contribute to the development of a general theory of eWOM. Practical implications��� By understanding the drivers of different eWOM types, this study provides guidance to marketing managers on how to allocate resources more efficiently in order to achieve the company's strategic objectives. Originality/value��� No published study has investigated the determinants of these two types of eWOM. This is the first study offering empirical considerations of how the various drivers differentially impact eWOM in���group and eWOM out���of���group.