HRM systems, internal marketing and performance in Indian call centres:non-technical summary (Research summary) ESRC end of award report, RES-000-22-1876. Swindon: ESRC

Considering the rapid growth of call centres (CCs) in India, its implications for businesses in the UK and a scarcity of research on human resource management (HRM) related issues in Indian CCs, this research has two main aims. First, to highlight the nature of HRM systems relevant to Indian call centres. Second, to understand the significance of internal marketing (IM) in influencing the frontline employees’ job-related attitudes and performance. Rewards being an important component of IM, the relationships between different types of rewards as part of an IM strategy, attitudes and performance of employees in Indian CCs will also be examined. Further, the research will investigate which type of commitment mediates the link between rewards and performance and why. The data collection will be via two phases. The first phase would involve a series of in-depth interviews with both the managers and employees to understand the functioning of CCs, and development of suitable HRM systems for the Indian context. The second phase would involve data collection through questionnaires distributed to the frontline employees and supervisors to examine the relationships among IM, employee attitudes and performance. Such an investigation is expected to contribute to development of better theory and practice.

Evaluating the skills strategy through a Graduate Certificate in Management:an experiential learning theory approach

Purpose – The purpose of this paper is to evaluate how a UK business school is addressing the Government's skills strategy through its Graduate Certificate in Management, and to identify good practice and development needs and to clarify how the Graduate Certificate is adapting to the needs of Generation X and Millennial students. The paper also aims to test Kolb and Kolb's experiential learning theory (ELT) in a business school setting. Design/methodology/approach – A case study methodology was adopted. In order to get a cross-section of views and triangulate the data, three focus groups were held, supported by reading documentation about the programme of study. Findings – The skills strategy is not just an ambition for some business schools, but is already part of the curriculum. Generation X and the Millennials have more in common with the positive attitudes associated with older generations than stereotyped views might allow. ELT provides a useful theoretical framework for evaluating a programme of study and student attitudes. Research limitations/implications – The research findings from one case study are reported, limiting the generalisability of the study. Practical implications – Good practice and development needs are identified which support the implementation of the Government's skills strategy and address employer concerns about student skills. Originality/value – New empirical data are reported which supports the use of ELT in evaluating programmes of study and student attitudes to work.

Market-driven strategies and the design of flexible production systems: evidence from the electronics industry

Links the concept of market-driven business strategies with the design of production systems. It draws upon the case of a firm which, during the last decade, changed its strategy from being “technology led” to “market driven”. The research, based on interdisciplinary fieldwork involving long-term participant observation, investigated the factors which contribute to the successful design and implementation of flexible production systems in electronics assembly. These investigations were conducted in collaboration with a major computer manufacturer, with other electronics firms being studied for comparison. The research identified a number of strategies and actions seen as crucial to the development of efficient flexible production systems, namely: effective integration of subsystems, development of appropriate controls and performance measures, compatibility between production system design and organization structure, and the development of a climate conducive to organizational change. Overall, the analysis suggests that in the electronics industry there exists an extremely high degree of environmental complexity and turbulence. This serves to shape the strategic, technical and social structures that are developed to match this complexity, examples of which are niche marketing, flexible manufacturing and employee harmonization.

A strategic activity model of Enterprise System implementation and use:scaffolding fluidity

This paper builds on a Strategic Activity Framework (Jarzabkowski, 2005) and activity based theories of development (Vygotsky, 1978) to model how Enterprise Systems are used to support emerging strategy. It makes three contributions. Firstly, it links fluidity and extensiveness of system use to patterns of strategising. Fluidity - the ability to change system use as needs change - is supported by interactive strategising, where top managers communicate directly with the organisation. Extensiveness requires procedural strategising, embedding system use in structures and routines. Secondly, it relates interactive and procedural strategising to the importance of the system - procedural strategising is more likely to occur if the system is strategically important. Thirdly, using a scaffolding metaphor it identifies patterns in the activities of top managers and Enterprise System custodians, who identify process champions within the organisational community, orient them towards system goals, provide guided support, and encourage fluidity through pacing implementation with learning.© 2013 Published by Elsevier B.V. All rights reserved.

Tracing social influence in responses to strategy change in an online community

Interest into the effects of social influence on members of online communities is growing but there is a lack of knowledge about the impact of influential members in online communities on responses to strategy change within the wider community. We explore social influence in responses to strategy change through content analysis of forum posts before and after a change in strategy. Acceptance or non-acceptance of strategy change and subsequent positive and negative behavioural responses online are dependent on individual factors. The details of these behavioural responses to a change in strategy are tabulated and included in a conceptual model to inform decision-makers. Strategy change precipitates a reduction in social influence effects. Non-acceptance of strategy change is associated with competitor advertisement, inflammatory behaviour, offensive behaviour and complaints. This negative behaviour has important ramifications for acceptance of strategy change within the wider community and impacts on the viability of setting up online forums. © 2014 © 2014 Taylor & Francis.

Problematising L2 listening pedagogy:the potential of process-based listening strategy instruction in the L2 classroom

Listening is typically the first language skill to develop in first language (L1) users and has been recognized as a basic and fundamental tool for communication. Despite the importance of listening, aural abilities are often taken for granted, and many people overlook their dependency on listening and the complexities that combine to enable this multi-faceted skill. When second language (L2) students are learning their new language, listening is crucial, as it provides access to oral input and facilitates social interaction. Yet L2 students find listening challenging, and L2 teachers often lack sufficient pedagogy to help learners develop listening abilities that they can use in and beyond the classroom. In an effort to provide a pedagogic alternative to more traditional and limited L2 listening instruction, this thesis investigated the viability of listening strategy instruction (LSI) over three semesters at a private university in Japan through a qualitative action research (AR) intervention. An LSI program was planned and implemented with six classes over the course of three AR phases. Two teachers used the LSI with 121 learners throughout the project. Following each AR phase, student and teacher perceptions of the methodology were investigated via questionnaires and interviews, which were primary data collection methods. Secondary research methods (class observations, pre/post-semester test scores, and a research journal) supplemented the primary methods. Data were analyzed and triangulated for emerging themes related to participants’ perceptions of LSI and the viability thereof. These data showed consistent positive perceptions of LSI on the parts of both learners and teachers, although some aspects of LSI required additional refinement. This project provided insights on LSI specific to the university context in Japan and also produced principles for LSI program planning and implementation that can inform the broader L2 education community.

How does the tobacco industry attempt to influence marketing regulations? A systematic review

BACKGROUND: The Framework Convention on Tobacco Control makes a number of recommendations aimed at restricting the marketing of tobacco products. Tobacco industry political activity has been identified as an obstacle to Parties' development and implementation of these provisions. This study systematically reviews the existing literature on tobacco industry efforts to influence marketing regulations and develops taxonomies of 1) industry strategies and tactics and 2) industry frames and arguments. METHODS: Searches were conducted between April-July 2011, and updated in March 2013. Articles were included if they made reference to tobacco industry efforts to influence marketing regulations; supported claims with verifiable evidence; were written in English; and concerned the period 1990-2013. 48 articles met the review criteria. Narrative synthesis was used to combine the evidence. RESULTS: 56% of articles focused on activity in North America, Europe or Australasia, the rest focusing on Asia (17%), South America, Africa or transnational activity. Six main political strategies and four main frames were identified. The tobacco industry frequently claims that the proposed policy will have negative unintended consequences, that there are legal barriers to regulation, and that the regulation is unnecessary because, for example, industry does not market to youth or adheres to a voluntary code. The industry primarily conveys these arguments through direct and indirect lobbying, the promotion of voluntary codes and alternative policies, and the formation of alliances with other industrial sectors. The majority of tactics and arguments were used in multiple jurisdictions. CONCLUSIONS: Tobacco industry political activity is far more diverse than suggested by existing taxonomies of corporate political activity. Tactics and arguments are repeated across jurisdictions, suggesting that the taxonomies of industry tactics and arguments developed in this paper are generalisable to multiple jurisdictions and can be used to predict industry activity.

Do manufacturing firms need informality in ERP post-implementation? A study of Chinese manufacturing sites

Purpose - Enterprise resource planning (ERP) systems are limited due to their operation around a fixed design production process and a fixed lead time to production plan and purchasing plan. The purpose of this paper is to define the concept of informality and to describe the notion of a system combining informality and ERP systems, based on empirical research from four manufacturing case studies. Design/methodology/approach - The case studies present a range of applications of ERP and are analysed in terms of the three characteristics of informality, namely, organisation structure, communication method and leadership approach. Findings - The findings suggest that systems consisting of informality in combination with ERP systems can elicit knowledge fromfrontlineworkers leading to timely improvements in the system. This is achieved by allowing users to modify work procedures or production orders, and to support collaborative working among all employees. However it was found that informality is not required for manufacturers with a relatively stable environment who can deal with uncertainty with a proactive strategy. Research limitations/implications - This study was carried out in China, with four companies as unit of analysis. Future work can help to extend this study across countries. Originality/value - The use of Four dimensions of informality that relate to manufacturers implementing ERP are defined as "technology in practice", "user flexibility", "trusted human networks" and "positive reaction to uncertainty". This is a new construct not applied before to ERP implementations.

Power in distribution channels - Supplier assortment strategy for balancing power

This paper focuses on the move from buyer dominance toward interdependence between buyers and suppliers in a distribution channel. The paper introduces a case study collected through in-depth interviews and participative observations. It examines the relationships between a timber supplier and its customers in the builders' merchants sector. We stress the relevance of considering actions intended to change the power balance, rather than focusing only on trust. The power balance in a dyadic relationship is dynamic, and power positions need to be constantly re-evaluated. An important power resource is information asymmetry, manifested in the supplier's information about: products, regional and local demand, and the usage of the products. For practitioners, we highlight the possibility of exerting a non-coercive power resource, such as information asymmetry, in order to increase the relative power. Furthermore, being open about the power position between a buyer and a seller can foster a more efficient collaboration.

Returns on key accounts:do the results justify the expenditures?

Purpose – The use of key accounts has become a mature trend and most industrial firms use this concept in some form. Selling firms establish key account teams to attend to important customers and consolidate their selling activities. Yet, despite such increased efforts on behalf of key accounts, sufficient research has not quantified the returns on key account strategy nor has it firmly established performance differences between key and non-key accounts within a firm. In response to this shortcoming, this study aims to examine returns on key accounts. Design Methodology/approach – Data were collected from a global consulting firm. The data collection started two years after the implementation of the key account program. Data were collected on recently acquired customers (within the previous year) at two time periods: year 1 and year 3 (based on company access of data). Findings – Initially, key accounts perform as well or better than other types of accounts. However, in the long term, key accounts are less satisfied, less profitable and less beneficial for a firm’s growth than other types of accounts. Because the returns to key account expenditures, thus, appear mixed, firms should be cautious in expanding their key account strategies. Research limitations implications – The study contributes to research in three areas. First, most research on the effectiveness of key accounts refers to the between-firm level, whereas this study examines the effect within a single firm. Second, this study examines the temporal aspects of key accounts, namely, what happens to key accounts over time, in comparison with other accounts in a fairly large sample. Third, it considers the survival rates of key accounts versus other types of accounts. Practical implications – The authors suggest that firms also need to track their key accounts better because the results show that key accounts are less satisfied, less profitable and less beneficial for a firm’s growth than other types of accounts. Originality/value – Extant research has not examined these issues.

Maximizing the Efficiency of Greenhouse Gas Related Consumer Policy

Consumer policy approaches regarding green products and solutions can be differentiated by their main focus. “Green positioning” is basically targeted at environmentally aware consumers, while “efficiency-focused positioning” concentrates on the efficiency gain of the product or solution, targeting the whole society, regardless of consumers' environmental awareness. The paper argues that the scope and total environmental benefit can be increased if green products or solutions are promoted in different ways, not only as “green” but also based on other arguments (like cost-efficiency, return on investment, etc.). The paper suggests a model for improving the efficiency of greenhouse gas (GHG)-related consumer policy. Based on the marginal social cost curve and the marginal private cost curve, different (green, yellow, and red) zones of action are identified. GHG mitigation options chosen from those zones are then evaluated with the help of profiling method, addressing the barriers to implementation. Profiling may help design an implementation strategy for the selected options and make consumer policy more effective and acceptable for mass market. Case study results show three different ways of positioning of GHG-related consumer policy in Hungary from 2000 and give practical examples of profiling, based on the latest marginal social cost curve and the contemporary energy saving policy of the state regarding the residential sector.

Maximizing the Efficiency of Greenhouse Gas Related Consumer Policy

Consumer policy approaches regarding green products and solutions can be differentiated by their main focus. “Green positioning” is basically targeted at environmentally aware consumers, while “efficiency-focused positioning” concentrates on the efficiency gain of the product or solution, targeting the whole society, regardless of consumers' environmental awareness. The paper argues that the scope and total environmental benefit can be increased if green products or solutions are promoted in different ways, not only as “green” but also based on other arguments (like cost-efficiency, return on investment, etc.). The paper suggests a model for improving the efficiency of greenhouse gas (GHG)-related consumer policy. Based on the marginal social cost curve and the marginal private cost curve, different (green, yellow, and red) zones of action are identified. GHG mitigation options chosen from those zones are then evaluated with the help of profiling method, addressing the barriers to implementation. Profiling may help design an implementation strategy for the selected options and make consumer policy more effective and acceptable for mass market. Case study results show three different ways of positioning of GHG-related consumer policy in Hungary from 2000 and give practical examples of profiling, based on the latest marginal social cost curve and the contemporary energy saving policy of the state regarding the residential sector.

A marketing-erőforrások hatások a vállalati versenyképességre (The impact of marketing resources to corporate competitiveness)

A tanulmány a marketing-erőforrások és a vállalatok versenyképessége közötti összefüggéseket elemzi és hasonlítja össze az öt évvel korábbi felmérés eredményeivel. A háromszáz hazai vállalatra kiterjedő kutatás során a szerzők azt állapították meg, hogy a vizsgált marketing-erőforrások mindegyike hatással van a vállalati teljesítményre. Ez annyiban jelent változást az öt évvel korábbi eredményekhez képest, hogy akkor a marketingképességek szerepe még nem volt egyértelmű. Az elemzés során kimutatták, hogy a vállalatok által birtokolt marketing-erőforrások hasonló struktúrát mutatnak, mint korábban. Ezek közül kiemelkedik a marketingfunkcióhoz leginkább köthető piacszervezési dimenzió, amely a legszorosabb összefüggést mutatja a versenyképességgel. A vizsgált vállalatok egy kis csoportjának (12%) sikerült a versenyképes termékkínálat és árak fenntartása mellett e képesség kifejlesztésében és birtoklásában előre lépniük. Körükben a sikeres vállalatok aránya kiemelkedő. / === / The study aimed to analyse the association between marketing resources and corporate competitiveness and it compared the results to the ones of a similar research conducted five years before. Based on the survey of 300 domestic organisations the authors found that all the marketing resources investigated have a significant effect on marketing performance. These results differ from the previous ones only in terms of marketing capabilities, as their role was ambiguous at that time. They revealed the same structure of marketing resources owned by the companies as last time. Among them the most marketing related resource-dimension called market management excels regarding the strength of the association with competitiveness. A small group of the companies investigated (12%) managed to advance in development and possession of this dimension of marketing resources whilst maintaining competitive product supply and price. The proportion of successful companies among them is highly significant

Az elektronikus kereskedelem alkalmazása a hazai vállalatok körében - a piacorientáció és a marketingkörnyezet szerepe (E-commerce practises of the Hungarian companies – Role of market orientation and marketing environment)

A szerzők tanulmányának célja, hogy bemutassa, milyen célokra alkalmazzák az internetet a hazai vállalatok, milyen várakozásaik vannak az e-kereskedelem versenyben betöltött szerepével kapcsolatban, és hogyan észlelik annak előnyeit. Vizsgálják azt is, hogy az elmúlt öt évben milyen változások tapasztalhatók a vállalatok gyakorlatában e téren. Elemzik továbbá, hogy a piacorientáció és a vállalat külső marketingkörnyezete hogyan befolyásolja az e-kereskedelem megítélését és alkalmazását. Elemzésük a "Versenyben a világgal" kutatási program 2009-ben készült felmérésének eredményeire támaszkodik, amelyben 300 vállalat szakembereit kérdezték meg. Kutatásukban megerősítést nyert, hogy Magyarországon az elektronikus kereskedelem jelentősége nő. A vállalatoknak kedvezőek az elektronikus kereskedelem jövőjével kapcsolatos várakozásaik, és úgy vélik, hogy ez versenyelőny forrása lehet. A vállalat piacorientációja erőteljesen befolyásolja azt, hogy egy vállalat milyen mértékben alkalmazza az internetet, és hogyan viszonyul az elektronikus kereskedelemhez / === / The objective of the authors’ research is to show how internet is used among Hungarian companies, to analyse their expectations with regard of the role e-commerce plays in competition, and the benefits resulting from e-commerce. They also focus on the changes that have taken place the past five years in the practice of Hungarian companies. The authors investigate how market orientation and the external marketing environment of firms influence evaluations of e-commerce and its implementation. Their analysis is based on the results of the research program „Competing with the world” , which includes the answers of 300 companies. Their research results confirm that the importance of e-commerce is growing in Hungary and overall Hungarian firms have positive expectations with regard of the future of e-commerce and consider it a source of competitive advantage. Market orientation of the firm strongly influences the extent of internet applications and attitudes toward ecommerce.

A vállalatok politikája – vállalati, társadalmi felelősségvállalás, vállalati közösségek és a vállalati stratégia jövője (Corporate policy – corporate social responsibility, corporate communities, and future of corporate strategy)

A vállalati társadalmi felelősségvállalás (CSR) a diszciplinarizálódás korai szakaszában különböző tudományos hagyományokból táplálkozva, a vállalatirányítás, az üzleti etika, a környezetgazdálkodás és a marketingkommunikáció határvidékének szélesítésével, különböző hangsúlyú kiterjesztésével igyekszik saját helyét kijelölni a gazdálkodástudomány keretei között. Jelen tanulmány egy, az érintetti elméletekből kiinduló, ám alapvetően történeti és politikai hagyományhoz köti a CSR jelenét és jövőjét, majd ebből a megközelítésből kiindulva helyezi el a CSR elméletét és lehetséges managementgyakorlatát a vállalatirányítás és a marketingkommunikáció világában. A szerző álláspontja szerint a CSR inkább forma, mint tartalom; az üzleti értelemben vett fenntarthatóságot a vállalatok kevésbé jó ügyek képviselete révén, mint az érintetti (stakeholder) demokrácia megvalósulásának elősegítésével teremthetik meg. Jelen dolgozat azt mutatja meg, hogy az érintetti demokrácia mint üzleti működési modell megvalósulása messzemenő következményekkel járhat mind a vállalatirányítás, mind a modern marketingkommunikáció számára. ______ Corporate Social Responsibility (CSR) is in an early phase of disciplinarization and works towards establishing its level scholarly playing field from different traditions. It attempts to extend its territory on the boarderline of management, business ethics, environmental studies, and marketing-communications. This study applies a historical and political approach to the understanding of the present and future of CSR and places CSR in the area of management studies and marketing- communications from this starting point. CSR is more form than content; business sustanaibility is achieved less through good causes but via assisting in the establishment of stakeholder democracy. This study attempts to show what results stakeholder democracy as business modell would bring to the world of both corporate management and marketingcommunications.