Purpose
Based on theories related to coopetition, the purpose of this paper is to examine the patterns of business-to-business digital referrals inscribed in businesses’ digital content.
...Design/methodology/approach
A complete industry-wise digital data set is formed by extracting digital referrals in all the content pages. The authors outline how digital referrals are strategically used among peer businesses in the peer-to-peer digital network and in the augmented digital network, taking into consideration geographical framing and physical distance.
Findings
The authors reveal how geographical framing and physical distance influence peer-to-peer referral patterns in the digital space. Quite counter-intuitively, businesses are more likely to give digital referrals for peers residing in the same region, as well as for peers located in closer proximity. Further, results from the augmented digital network show that peer businesses in closer proximity exhibit greater strategic similarity in their digital referring strategy.
Research limitations/implications
The findings extend the understanding of business-to-business coopetition to the digital space and suggest that geographical framing and physical distance can induce reciprocated relationships between peers by offering each other digital referrals.
Practical implications
The findings shed light on the formation of a business-to-business digital coopetition strategy using digital referral marketing.
Originality/value
This study highlights the impact of digital referrals in business-to-business relationship management, especially in the digital coopetition context.
With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever;while being inundated with increasing ...amounts of marketing material. This straightforward guide takes you through these new technologies and shows how to leverage them to reach new markets.
Don’t you (forget about me) Mo, Ce (Jacky); Yu, Ting; de Ruyter, Ko
European journal of marketing,
04/2020, Volume:
54, Issue:
4
Journal Article
Peer reviewed
Open access
Purpose
To advance research on channel relationship management, this study aims to test for the impacts of a channel member’s perception of exclusion from a supplier’s distribution channel networks ...(i.e. out-of-the-channel-loop perceptions OCLP) on supplier–channel partner relationships. The authors also systematically develop and empirically validate a scale to measure OCLP.
Design/methodology/approach
This paper reports two empirical studies. The first develops a new scale for OCLP, following established approaches. The second tests the hypotheses. Survey data from a sample of channel firms operating in four industries were subjected to partial least squares modelling in the test of the hypothesized main and moderating effects.
Findings
The authors developed the new scale, including eight items, that capture OCLP from both social and economic perspectives. The results also show that OCLP has negative impacts on channel members’ psychological and behavioural outcomes (satisfaction, information sharing, positive word of mouth), after controlling for the effect of perceived unfairness. Channel partner perceived peer support emerges as a boundary condition of the impact; perceived informational support attenuates, whereas emotional support amplifies, the impact of OCLP.
Research limitations/implications
This study suggests new research opportunities for explaining business-to-business marketing relationships using newly conceptualized OCLP.
Practical implications
This study highlights that suppliers must recognize the potential for negative consequences of OCLP and manage these perceptions to minimize the negative implications. For suppliers, this study also offers several tools for managing OCLP.
Originality/value
This study introduces ostracism concepts to marketing channel literature to study a potential detriment to channel relationships. The proposed scale captures channel partners’ sense of exclusion from supplier relationships. It provides initial insights into the direct impacts on channel relational outcomes and associated boundary conditions.
Arc’Teryx is a well-known outdoor gear brand that has gained significant recognition due to the growing trend of outdoor activities. However, with increased brand recognition comes a corresponding ...increase in operational risks. This article aims to analyze specific operational risk cases and suggest solutions based on these risks to maximize expansion efficiency. Research shows that a significant portion of operational risks for Arc’Teryx stem from cross-border trade and the insensitivity of outdoor goods companies towards other countries’ cultures. To minimize these risks, the brand should consider implementing various marketing strategies. Firstly, improving customer education can ensure that customers are well-informed about the brand’s products and values. Secondly, utilizing influencer marketing can help the brand reach a wider audience and increase brand awareness. Thirdly, Arc’Teryx should establish a sustainable corporate culture to demonstrate its commitment to environmental responsibility and social justice. Finally, effective localization can help the brand enhance its cultural sensitivity and adapt to local customs and values more efficiently. By adopting these strategies, Arc’Teryx can reduce the risks associated with expanding its business and enhance its reputation as a socially responsible brand. Recognizing and accepting cultural differences is the key to achieving maximum marketing results.
Der Beitrag skizziert grundlegende Überlegungen für die Förderung nachhaltigen Verbraucherverhaltens durch die Entwicklung entsprechender Marketingstrategien und dient als Arbeitshilfe für die ...Vorbereitung von Marketingstrategien zur Förderung nachhaltigen Konsums. Mit Blick auf die Organisation stellt sich die zentrale Managementaufgabe, Nachhaltigkeitsziele zu integrieren und transparente Changeprozesse zu gestalten. Der Blick auf die Kund*innen erfolgt durch Vorstellung des erweiterten SHIFT-Frameworks von White et al. (2019), das sowohl als konzeptionelle Rahmung einer internen Neukonfiguration als auch als Praxis-Checkliste und Leitfaden für kreative Ansätze Anwendung finden kann.
In this contribution, fundamental considerations for promoting sustainable consumer behaviour through the development of corresponding marketing strategies are outlined. It serves as a practical tool for preparing marketing strategies to encourage sustainable consumption. In terms of organizational perspective, the central management task initially involves integrating sustainability goals and designing transparent change processes. The focus on customers is achieved by introducing the extended SHIFT framework by White et al. (2019), which can be applied as a conceptual framework for internal reconfiguration, as well as a practical checklist and guide for creative approaches.
El objetivo de este trabajo consiste en determinar los factores de gestión relevantes para el Pueblo Mágico de Tapijulapa, México, desde la perspectiva de sus actores involucrados. Diversos ...investigadores han propuesto factores para la gestión de destinos turísticos en los modelos teóricos de competitividad, dada la influencia que ejercen en el desempeño de su actividad. En efecto, en este destino turístico, su Comité Directivo desconoce cuáles son estos factores y el papel que desempeñan para el diseño de estrategias que contribuyan a su permanencia en el mercado. Es estudio se realiza bajo un enfoque metodológico cuantitativo, con un muestreo no probabilístico de 200 prestadores turísticos. Se hizo una prueba de hipótesis basada en análisis de ecuaciones estructurales. Los resultados muestran que la gestión de marketing representa un mayor impacto, seguido de la gestión medio ambiental, como factores claves para el diseño de acciones que coadyuven a su competitividad y sustentabilidad a largo plazo.
This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can ...impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience.
Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in-depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice.
Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.
Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in ...strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes.
This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors’ primary research with a range of companies including Cadbury’s Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook.
Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.
Although marketing activities are vital for new ventures (NVs) to ensure growth and survival, previous research is silent on how to organize them in firms’ infancy. The entrepreneurship literature ...focuses on which marketing activities to perform in NVs but not on how to organize these activities, whereas the marketing literature concentrates on how to organize marketing activities in established firms but not in NVs, which face specific opportunities and challenges in their early stage of development. This article aims to tackle this research gap by examining marketing’s role within NVs’ organization. Drawing on in-depth interviews with managers, we identify two key organizational dimensions: marketing’s dispersion (related to the proliferation and, thus, wide anchoring of marketing responsibilities) and marketing’s structuration (related to the manifestation and, thus, deep anchoring of marketing responsibilities). Through a field survey and archival data, we show that marketing’s dispersion enhances NV profitability, while marketing’s structuration decreases it, and that with increasing marketing influence (i.e., power of marketing actors) in NVs and NV maturity (i.e., age and size), this diametrical pattern of effects becomes less pronounced. Overall, the findings provide novel theoretical and practical insights into the organizational design of marketing in firms’ infancy.
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