Diagnosing and treating operational and implementation barriers in synoptic marketing planning

Strategic marketing planning is now widely adopted by business-to-business organizations. While marketing planning principles are well established, practitioners attempting to implement the process often find their progress impeded by a variety of barriers. These barriers are explored through a review of published evidence and case study analysis of several organizations. This analysis exposes three levels of barriers to effective business-to-business marketing planning, relating to (i) organizational infrastructure, (ii) the planning process and (iii) implementation. These barriers reflect the synoptic nature of planning in many organizations. The findings lead to the development of a practitioner-oriented diagnostic and treatment tool which guides managers through the marketing planning process. Although this diagnostic deals specifically with issues which are relevant to the marketing planner, its wider implications for strategic planning are also explored.

Knowledge dissemination in the global service marketing community

Purpose– The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper seeks to examine the history of the service marketing community and argues that it may be an archetype for building the emergent global service research community. Design/methodology/approach– The study combines qualitative and quantitative approaches. The authors interviewed four pioneering service scholars and also collected descriptive data (e.g. Authorship, Affiliation, Title, Keywords) of all service related articles published in 13 top peer‐reviewed marketing and service journals over the last 30 years (5,432 articles; 6,450 authors). In a dynamic analysis the authors mapped global collaboration between countries over time and detected clusters of international collaboration. Findings– Findings suggest a growing international collaboration for the USA and the UK, while for other countries like Israel the global collaboration started from a high level and decreases now. Further, the service marketing community never became polarized and there were always contributions from researchers all over the world. Research limitations/implications– As the global service research community is developing, service marketing becomes a research neighborhood within the broader service research community. Simultaneously, other research neighborhoods are emerging within this new community (e.g. service arts, service management, service engineering, service science). Originality/value– Anchored on the social evolution and biological evolution metaphors, this study explains the evolution of the service marketing field from both qualitative and quantitative perspectives. Furthermore, it explains the development of the service marketing community as an archetype for building the global service research community.

A interação das áreas de produção e de marketing e o impacto estratégico

Recentes avanços nas tecnologias e métodos de produção e seu impacto sobre a competitividade das empresas têm atraído a atenção daqueles ligados às atividades empresarial e acadêmica. Aumentam as alternativas e as implicações quando tomam-se decisões que influenciam a maneira com que empresas competem no mercado. É necessário coerência entre as atividades das diversas áreas funcionais de forma a propiciar ações coordenadas e alinhadas aos objetivos das organizações. Este estudo aborda, a partir da perspectiva de produção, a relação entre produção e marketing. Analisa-se informações coletadas em duas empresas confrontado-as com uma revisão bibliográfica realizada sobre o assunto. Diferentes realidades foram encontradas nas empresas estudadas. Em uma delas tem-se a integração entre as áreas, enquanto na outra ocorrem conflitos com impactos negativos sobre seu desempenho. Através do entendimento das áreas de produção e marketing, evidencia-se a importância de seu bom relacionamento. Verificam-se pontos de conflito e suas causas, mecanismos que proporcionam integração e as implicações para as empresas. Finalmente, conclui-se que, apesar da grande importância da relação entre produção e marketing, o assunto não é dominado. Faltam conceitos, raciocínio e linguagem desenvolvidos. Além disto, em ambos os casos, a área de produção tende a se concentrar em aspectos operacionais.

A atuação de consórcio de exportação do segmento de moda praia e moda intima no Brasil: uma análise na perspectiva do marketing

This dissertation tried to study qualitatively the performance of the exportation¿s consortiums in the segment of beach fashion in Brazil in the perspective of the marketing. Making use of the method of Grounded Theory, this study aimed to identify the categories that compose and make influence on the exporting performance of four consortiums in Brazil , based on the segment of beach fashion. This study becomes relevant because it classifies the categories found on the field research and exposes their relations. These categories have been characterized as big categories, intermediate categories and initial categories, having it¿s aim respectively: (a) to identify the characteristics found only on the studied consortiums; to identify (b) the promotional composition based on the (c) characteristics found in the segment of beach fashion. The study presents theoretical and managemental implications when shows two important categories that are relevant on the actuation of the exportation¿s consortiums on the external market, which are: knowledge of marketing in the external market and characteristics of the consortiums.

Processo de escolha de bancos de imagens: aplicações no marketing business to business

The general objective of this research is to verify which attributes are most relevant to a stock photography agency that represent the purchaser's standards of choice. For this objective to be accomplished, qualitative interviews with the customers of stock photography agencies had been made in order to raise the attributes considered with relevance in the process of choice for the Brazilian stock photography agency market. The levels of each attribute to be tested had arisen through the mapping of the products and services offered by the competition and the relative weight assigned to each one of the attributes related to the research in the choices for a stock photography agency. A transversal study was made with a sample of stock photography agencies customers from Brazil¿s Southeastern region. For the analysis of this data, a survey method was used, that, according to MALHOTRA (2006: 182), involves a structuralized questionnaire to be answered by an interview that elucidates specific information, in which the questions had a predetermined order. This questionnaire was presented through interviews on the Internet. The method adopted for this analysis was a joint analysis. A sampling of 1000 customer stock photography agencies were selected, which were represented by a didactic book editor, advertising agencies, editorial companies, etc., in the states of Rio de Janeiro, São Paulo, Espírito Santo and Minas Gerais. They had been obtained by 16 stimulations, or cards, for the application of the companies. Of the sample of 1000 customers of stock photography agencies, 7,8% responded to the research. The attribute most relevant in accordance with the presented results is the availability of images in high resolution for layout. Its relative importance was 40,78%. At the end of the study, the management implications were propitiated to the stock photography agencies managers inabling them to be more competitive.

A new generation of standards: implications for the Caribbean and Latin America

Incluye Bibliografía

Alignment of operations strategy: Exploring the marketing interface

Purpose - The purpose of this paper is to identify factors that can help managers to overcome barriers to alignment of operations strategy at the interface with marketing. Design/methodology/approach - This objective required the application of a procedure based on strategic consensus and a deeper analysis, such that the delimitation of the study in a single case was mandatory. The strategic processes of interfacing involve managerial attributes that are subject to the influence of human aspects and, therefore, the research method used a qualitative approach. The protocol design included the following data sources: interviews, document reviews and researcher observations. The categorisation was made based on the theoretical references, the frequency of observations, common responses and information from documents. Findings - The balance between intra-functional trade-offs, joint research on the competitive context, reflections on the understanding of customer needs and operational performance, and understanding of inter-functional trade-offs were the main factors verified. They effectively support decisions associated with interface processes and promotes the integration of these processes. They can generate inputs that enable managers to achieve an appropriate balance among alternatives in light of various trade-offs. Practical implications - These factors make possible new connections between strategic processes in the context of operations and marketing functions. The formations of these strategies are aligned through a better understanding of both threats and opportunities by means of a joint analysis of the competitive context. The presented findings can be used to develop a clear definition of strategic objectives of operations and a more appropriate treatment of market needs. Originality/value - The findings from the research can be considered as new elements for promoting alignment in the formation process of the operations strategy. Little research to date has examined the operations-marketing strategic interface of companies in the context of strategic consensus. © Emerald Group Publishing Limited.

Production networks in the Asia-Pacific region : facts and policy implications

Production networks have been extensively developed in the Asia-Pacific region. This paper employs two micro-level approaches, case studies and econometric analysis, using JETRO's firm surveys which investigate Japanese affiliates operating in Southeast Asia. These two approaches found that production networks have extended, involving suppliers, across various nations in the Asia-Pacific region, and that production bases in host and home countries have different roles. A home country serves as a headquarters with services such as R&D, international marketing, and financing. A high tariff policy in a host country may foster domestic industries through the expansion of procurement from domestic suppliers, either indigenous or foreign, but it may discourage a country from becoming an export platform.

Food marketing information related to television in New York City /

"Some implications of exploratory study III - Television ... for other marketing information for consumers programs": 2 leaves inserted.

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.