360-Grad-Kommunikation und Customer Touchpoint Management — Die Pepsi-Kampagne „I CAN be a Star“

Fragmentierte Kommunikationskan?le, sich fast t?glich wandelndes Informationsverhalten der Konsumenten und immer neue Optionen für Ansprache und Dialog mit den Konsumenten: Marken artikler stehen vor immer komplexeren Aufgabenstellungen. Wie Markenverantwortliche die Vielzahl m?glicher Kommunikationskan?le am effizientesten orchestrieren und die Customer Touchpoints am wirksamsten gestalten, um ihre Marke nachhaltig in den K?pfen der Zielgruppe zu verankern, zeigt dieses Fallbeispiel.     

Constructing identities in Indian networks: Discourses of marketing management in inter-organizational relationships

This paper explores business-to-business (B2B) marketing values and knowledge systems in India and their impact on identity construction in industrial networks. Our study moves methodological approaches into more interpretive territory by acknowledging the processes of social construction in networks as articulated by the IMP Group. We bring an interdisciplinary perspective to B2B marketing studies by recognizing cultural influences on managers' constructions of Indian modernity and explore what these linguistic moves may mean for the management of buyer–seller relationships. We highlight the dexterity with which individual actors discursively position themselves, their (and other) firms and countries by drawing upon a range of interpretive repertoires in their accounts of relationship management. Our chief contribution is to conceptually synthesize some of the discursive forces at work in identity processes within Indian business networks and to empirically illustrate the inherent tensions within managers' talk as they construct individual, organizational and national identities.     

Measuring service quality of travel agents: evidence from Northern Cyprus

Service quality delivered by travel agents in Northern Cyprus was examined using a SERVQUAL scale. The translated instrument was purified using an item-categorisation technique and administered to 337 current users of travel agents in the region. Expectations and performance (SERVPERF) scores indicated that respondents were concerned most with the efficiency and least with the personalisation of the services offered. The largest service gaps were identified with the ‘modern’ appearance of the service and service-scape, and the smallest with interpersonal qualities of service. Multiple regression showed promptness, empathy, efficiency and service-scape aesthetics to be the main determinants of customer satisfaction. SERVPERF scores gave a better prediction of overall satisfaction and showed marginally better reliability and validity than those from which expectations were subtracted. Instead of the predicted SERVQUAL five-factor solution, factor analysis showed an underlying uni-dimensionality that is consistent with the findings of other authors. Possible management actions suggested by the findings are discussed in the context of the small business environment in Northern Cyprus.     

Sins of the Father’s Firm: Exploring Responses to Inherited Ethical Dilemmas in Family Business

How do individuals respond when they perceive that their family business has been built upon unethical business conduct? Drawing on an expanded version of Hirschman’s typology of generic responses to declining situations (Exit, Voice and Loyalty: Responses to Decline in Firms, Organizations, and States, Harvard University Press, Cambridge, MA, 1970), which includes responses of Exit, Voice, Loyalty, and Neglect, we offer a model that predicts probability of intended response behavior as a function of normative obligation (i.e., what one perceives ought to be done), managerial discretion (i.e., what one perceives can be done), and successor commitment to the firm. The model is tested on 124 business school students exposed to a scenario depicting an inherited ethical dilemma occurring in a family business from Arthur Miller’s play All My Sons, and shows support for elements of the proposed framework. Most notable is a significant negative relationship between normative firm-directed commitment and the response of Neglect.     

Human capital and exports: A micro-level analysis of transition countries

ABSTRACT

This paper investigates the impact of human capital endowments on export intensity employing firm-level data for 29 transition economies. A particular focus is placed on comparing and contrasting Central and Eastern Europe countries (CEECs) with those from the former Soviet Union, the Commonwealth of Independent States (CIS). The impact of the share of employees with higher education, provision of on-the-job training, years of experience of the top manager and labour cost on export intensity is assessed. To test these relationships, Tobit and Fractional Logit approaches are adopted. The estimation results suggest that, overall, having a more educated workforce exerts a positive impact on the export intensity of firms in transition economies, the magnitude being larger for CEECs. Average labour cost, as an alternative measure, also turns out to exert a positive but stronger impact. Insufficient evidence is found of a role for training programmes and years of experience of the top manager.