The core idea of this article is that five key characteristics— market heterogeneity, sociopolitical governance, chronic shortage of resources, unbranded competition, and inadequate infrastructure— ...of emerging markets are radically different from the traditional industrialized capitalist society, and they will require us to rethink the core assumptions of marketing, such as market orientation, market segmentation, and differential advantage. To accommodate these characteristics, we must rethink the marketing perspective (e. g., from differential advantage to market aggregation and standardization) and the core guiding strategy concepts (e. g., from market orientation to market development). Similarly, we must rethink issues of public policy (e. g., from compliance and crisis driven to purpose driven) and the marketing practice (e. g., from glocalization to fusion marketing).
Borderless Media Sheth, Jagdish N.
Journal of international marketing,
03/2020, Letnik:
28, Številka:
1
Journal Article
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This article focuses on the impact of digital platforms on international marketing. It describes the evolution of social media and its influence on marketing. After identifying a typology of context ...for international marketing, the author identifies and describes five dimensions of value creation in marketing: access, affordability, acceptance, awareness, and activation. Finally, this article provides future implications for areas of research in social media and international marketing.
Sustainability has emerged as a critical macromarketing perspective over the last five decades. Starting with the early concerns in the 1960s about the world’s finite resources that would limit ...economic growth, sustainability thinking has expanded to encompass societal issues and ecological and environmental considerations in economic and governance activities. Governments and businesses need to act in tandem to address myriad world problems associated with climate change, pollution, environmental degradation, depleting resources, and the socio-economic disparities that characterize persistent world hunger and poverty. A vital aspect of this challenge is to stop or reverse unsustainable production and consumption that have hitherto been pursued as part of market-driven business activity. Marketing, through its market-driven consumption-oriented practices, may have knowingly or unknowingly promoted these unsustainable production-consumption practices. Therefore, it needs to change its orientation from merely being responsive to consumer and market needs into a more responsible approach that drives markets for sustainable products and services and builds sustainable societies. In this paper, we review how sustainable marketing considerations have grown but not to the extent of becoming the driver of markets and business practices that meet sustainability goals. To this end, we present a framework for driving sustainable consumption through corporate marketing strategy and relevant government interventions. We highlight four strategies of corporate marketing and four types of government intervention for sustainable marketing.
How effectively business deals with the challenges of sustainability will define its success for decades to come. Current sustainability strategies have three major deficiencies: they do not directly ...focus on the customer, they do not recognize the looming threats from rising global over-consumption, and they do not take a holistic approach. We present a framework for a customer-centric approach to sustainability. This approach recasts the sustainability metric to emphasize the outcomes of business actions measured holistically in term of environmental, personal and economic well-being of the consumer. We introduce the concept of mindful consumption (MC) as the guiding principle in this approach. MC is premised on a consumer mindset of caring for self, for community, and for nature, that translates behaviorally into tempering the self-defeating excesses associated with acquisitive, repetitive and aspirational consumption. We also make the business case for fostering mindful consumption, and illustrate how the marketing function can be harnessed to successfully implement the customer-centric approach to sustainability.
B2B companies, especially in emerging markets, operate in socio-economically and ecologically vulnerable areas. We develop a conceptual model for how they can leverage sustainability to build their ...corporate reputation and reap both social and financial rewards. In doing so companies change their orientation from being market, customer or even shareholder driven and transcend to being stakeholder driven. To demonstrate this we examine seven case studies of select industrial companies in emerging markets that have adopted the triple bottom line approach. Based on this we recommend a research agenda for B2B brand building on a sustainability marketing platform in emerging markets.
PurposeThe purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the customers. This will ...impact all 4 Ps of marketing, as well as branding and innovation.Design/methodology/approachIt is a conceptual paper based on literature review. The underlying construct used is transaction cost economics (TCE).FindingsUsing TCE, the paper finds that both consumers and marketers are very willing to shift to e-commerce and digital platforms which are both convenient, as well as cost-effective. Also, customer support organization will become a strategic advantage in interactive marketing.Originality/valueThis is an original paper written specifically for the special issue on the post-pandemic shock.
Decades of intentional cultivation of consumerism, materialism, affluence, and hedonism, fueled by advertising messages, have created a consumption culture that is not sustainable anymore. In ...addition to the problems of climate change, there are also significant social costs associated with overconsumption and harmful consumption. We identify the causes of the consumption problem and why individual consumers must take responsibility to avoid harmful consumption for their own and societal well‐being. Although multi‐faceted action by governments, marketers, and civil societies is essential, a bottom‐up transformational movement is also required to drive the mindful consumption mindset. Top‐down measures of technology‐led efficient product solutions and consumer nudging strategies have had limited success compared to the rate at which the problem is compounding. Thus, we suggest four critical interventions to socialize the bottom‐up mindful consumption movement—education for transformative social learning; alternative hedonism; advertising, tv, and social media messaging; and creating an engagement forum for all like‐minded people devoted to the cause. Through socializing the bottom‐up mindful consumption movement, these interventions will encourage a cultural shift toward alternative lifestyle conceptions of well‐being, leading to increased sustainable consumption behavior and eudaimonia.
Brick and mortar (B&M) retailing is an endangered species as more consumers prefer to shop online. While retailers may die, B&M retailing is here to stay. It has gone through several transformations ...from the location to the convenience to the in-store experience advantage. In the post Covid world, B&M retailing will not only survive but also thrive by repositioning from selling merchandise to offering value-added services and from a low-tech to high-tech experience in the store.
Purpose
This study aims to develop an empathetic and user-centric customer support service design model. Though service design has been a critical research focus for several decades, few studies ...focus on customer support services. As customer support gains importance as a source of competitive advantage in the present era, this paper aims to contribute to industry and academia by exploring the service design model.
Design/methodology/approach
The study adopted a theories-in-use approach to elucidate mental models based on the industry’s best practices. In-depth interviews with 62 professionals led to critical insights into customer service design development, supported by service-dominant logic and theory of mind principles.
Findings
The ensuing insights led to a model that connects the antecedents and outcomes of empathetic and user-centric customer service design. The precursors include people, processes and technology, while the results are user experience, service trust and service advocacy. The model also emphasises the significance of the user’s journey and the user service review in the overall service design.
Research limitations/implications
The model developed through this study addresses the critical gap concerning the lack of service design research in customer support services. The key insights from this study contribute to the ongoing research endeavours towards transitioning customer support services from an operational unit to a strategic value-creating function. Future scholars may investigate the applicability of the empathetic user service design across cultures and industries. The new model must be customised using real-time data and analytics across user journey stages.
Practical implications
The empathetic and user-centric design can elevate the customer service function as a significant contributor to the overall customer experience, loyalty and positive word of mouth. Practitioners can adopt the new model to provide superior customer service experiences. This original research was developed through crucial insights from interviews with senior industry professionals.
Originality/value
This research is the original work developed through the key insights from the interview with senior industry professionals.
...the British and other colonial powers had aggressive expansion all over the world either to secure industrial raw materials or to develop markets of their colonies through education, ...infrastructure investments, and distribution ecosystem of trade, commerce and manufacturing in their colonies. ...with the rise of nationalism in emerging markets such as China and India, many scholars in management science and liberal arts are going back to their roots and bringing back the old wisdom to the contemporary world. ...future product innovations and improvements can be designed with Eastern philosophy embedded upfront in the research and development.
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