The desired level of market orientation and business unit performance

Existing studies of market orientation have hypothesized that the strength of the market orientation/performance relationship depends on environmental variables such as market turbulence, technological turbulence, and competitive intensity. To date most empirical studies have failed to confirm these hypotheses; however, these studies (1) assumed that performance is a linear function of the achieved level of market orientation and (2) tested whether environmental uncertainty moderates this relationship. A complementary explanation for the impact of environmental variables on a firm’s market orientation arises from studies of organizational behavior that link the need for coordination and control to environmental uncertainty and organizational strategy. Building on this perspective, the authors argue that (1) environmental uncertainty influences the desired level of market orientation and (2) the gap between the desired and achieved levels of market orientation influence business unit performance. The authors test these hypotheses with data collected from multiple respondents in 308 US firms. The data analysis confirms that the desired level of market orientation is a function of market turbulence, competitive intensity, technological turbulence, and innovation strategy. In addition, the desired level of market orientation positively influences the achieved level. Finally, when the achieved level of market orientation is less than the desired level, business unit performance is a negative function of the gap between the desired and achieved levels of market orientation.

An analysis of e-business adoption and its impact on business performance

Across industries, firms have adopted e-business initiatives to better manage their internal business processes as well as their interfaces with the environment. In this study, a unified framework that captures the antecedents of e-business adoption, adoption intensity, and performance outcomes is proposed and empirically tested using data collected from senior managers in four technology-intensive industries. Applying a framework that captures the intensity of e-business adoption across four business process domains, the authors find that the antecedents and performance outcomes of e-business adoption are best studied in a process-specific context. They find, for example, that while the communication and internal administration aspects of e-business positively affect performance outcomes, the more high-profile activities related to online order taking and e-procurement do not. The authors' findings provide the foundation for a more rigorous study of e-business. Fang Wu (fangwu@msu.edu) (Ph.D., University of Texas at Austin) is an assistant professor of marketing at the Eli Broad College of Business, Michigan State University. Her current research interests include e-business adoption strategy, knowledge transfer in new product alliances, interfirm learning dynamics, and marketing knowledge management. Vijay Mahajan (vijay.mahajan@bus.utexas.edu) (Ph.D., University of Texas at Austin) is the John P. Harbin Centennial Chair in Business and a professor of marketing at the McCombs School of Business, University of Texas at Austin, and dean of the Indian School of Business at Hyderabad, India. He has written extensively on product diffusion, marketing strategy, and marketing research methodologies. He has written and/or edited eight books. His research appears in journals such as theJournal of Marketing Research, theJournal of Marketing, Marketing Science, Management Science, andHarvard Business Review. He has received the Best Research Paper Award from theJournal of Retailing (1982, 1985), theJournal of Marketing (Maynard Award, 1990), and theInternational Journal of Research in Marketing (Prentice Hall Award, 1995). He also received the American Marketing Association (AMA) Charles Coolidge Parlin Marketing Research Award (1997) and the AMA Marketing Research Special Interest Group Gilbert Churchill Award in 1999, recognizing lifetime achievement in marketing research. Sridhar Balasubramanian (balasubs@bschool.unc.edu) (Ph.D., Yale University) is an assistant professor of marketing at Kenan-Flagler, the University of North Carolina Business School. His research interests cover multiple areas including marketing strategy, channel portfolio management, e-commerce and m-commerce, direct marketing and customer relationship management, game theory and the management of competition, digitization, and strategic compensation. His research has been published or is forthcoming in journals such asMarketing Science, Management Science, Statistica Neerlandica, theInternational Journal of Electronic Commerce, Decision Support Systems, and theJournal of Retailing. He received the John D. C. Little Award for 1998 from the Institute for Operations Research and the Management Science (INFORMS) for the best marketing paper inMarketing Science andManagement Science. He has worked as a marketing strategy adviser to start-up companies and served as guest coeditor of the Centennial Issue of theJournal of Retailing.     

演出市场营销模型之创新

演出市场营销是市场经济活动的一个重要组成部分,是通过物质交换而实现的,由于演出市场包含的内容范围广,品种和形式多样,文化内涵丰富,社会影响力广泛,因此现代社会对演出市场的营销提出了更高的要求。新的营销模型的提出对演出市场的营销又进行了更深层次的讨论与分析。通过对演出市场内容及营销观念的分析,提出演出市场的营销模型中创新的重要性。     

Macroenvironmental forces,marketing strategy and business performance: A futures research approach

A method of futures research is used to empirically test a structure-conduct-performance (SCP) model in a marketing setting. It is proposed that within the macroenvironment there exist, varying levels of resource constraints and structural fluctuations which are positively correlated. Increased resource constraints and structural fluctuations, which are characteristics of a turbulent environment, are expected to increase the competitive intensity is an industry. This higher level of competitive intensity is hypothesized to result in increased use of nonprice marketing strategies. Nonprice marketing strategies are also expected to increase business performance because of the contingency relationship between conduct (strategy) and performance. The possible role of “blind” luck or stochastic processes in determining success is also discussed.     

Customer relationship management and firm performance: the mediating role of business strategy

As managers and academics increasingly raise issues about the real value of CRM, the authors question its direct and unconditional performance effect. The study advances research on CRM by investigating the role of critical mechanisms underlying the CRM-performance link. Drawing from the sources → positions → performance framework, the authors build a research model in which two strategic postures of firms—differentiation and cost leadership—mediate the effect of CRM on firm performance. This investigation also contributes to the literature by drawing attention to the differential impact of CRM in diverse industry environments. The study analyzes data from in-depth field interviews and a large-scale, cross-industry survey, and results reveal that CRM does not affect firm performance directly. Rather, the CRM-performance link is fully mediated by differentiation and cost leadership. In addition, CRM’s impact on differentiation is greater when industry commoditization is high.     

论营销管理和关系营销

针对当前西方营销学界中营销管理学派和关系营销学派的学术论争，从营销历史的变迁分析入手，得出结论：营销管理是关系营销的基础，关系营销是营销管理的发展而不是取代，是营销管理发展的必然趋势。     

浅谈经济利润对企业绩效的评价

在现实生活中,企业的经营目标是多元化的,而利润是最具有代表性的,它对企业经营绩效和决策的评价有着重要影响。本文从经济学的角度比较会计利润和经济利润对企业经营绩效和决策的评价。     

The impact of product market strategy-organizational culture fit on business performance

Drawing on the organization theory literature concerning configuration theory, competing values theory, and fit assessment methodologies, we examine the existence and performance impact of product market strategy–organization culture fit. Specifically, we assess the relationship among three important elements of a firm’s product market strategy and the four cultural orientations that comprise the competing values theory of organizational culture using primary and secondary data from the US trucking industry. Using two different conceptualizations and operationalizations of fit, our results provide the first empirical support for the existence of interrelationships among product market strategy decisions and organizational culture orientations consistent with configuration theory conceptualizations of product market strategy–organizational culture fit. We also find support for theorized but previously untested relationships between product market strategy–organizational culture fit and firms’ customer satisfaction and cash-flow return on assets (CFROA) performance. Since product market strategy is heavily reliant on the input of marketers, and organizational culture has long been recognized as having an important impact on marketing-related decision making, these findings have important implications for marketing strategy research and practice.     

变革营销理念发展网络营销

网络营销在我国的顺利发展，依赖于营销理念的变革，因此，必须充分认识网络营销的优势及特点，增强网络竞争意识，强化现代营销意识及全球营销意识。     

营销理念与营销策略的最新演变

20世纪来,面对市场中消费购买动机的复杂性,产品选择的多变性和市场竞争的残酷性,以“满足市场需求”为了点和归宿点“4Ps”企业营销组合策略正在受到来自于追求“顾客满意”和建立“顾客忠诚”的“4Cs”和“4Rs”企业营销组合策略的冲击和挑战,这些全新的营销理念和营销策略在一个更高的层面上构筑了当今市场营销的基本内涵,了解和把握当代营觥内涵的最新演变,对增强企业竞争力,实现企业经营目标大有裨益。     

互联网营销与传统营销的比较分析

互联网营销对传统营销有着深刻的影响，互联网营销与传统营销在需求传递方面、在营销传播方面、在商品(服务)配送方面、在货币支付方面有许多优势和劣势，企业营销者的任务是如何使两者结合。     

论关系营销与营销管理的关系

当前,西方营销学界中关系营销学派与营销管理学派正发生着一场声势浩大的学术论战。对于关系营销与营销管理之间的关系,我们的观点是：营销管理是关系营销的基础,关系营销是营销管理的发展而不是取代,是营销管理发展的必然趋势。     

从市场营销到社会营销

以消费需求为导向的市场营销观念有其优越性,但也存在着忽视消费者切身利益、社会公众利益只类社会可持续性发展的局限性。中国企业必须扬弃市场营销观念,走社会营销道路。社会营销实质上就是道德营销、绿色营销。企业走社会营销道路,并非做亏本生意,而是有利可图的。利益驱动再加上消费者的成熟、法制规范是使企业走社会营销之路的前提条件。     

绿色饭店市场营销的内涵及措施

绿色饭店市场营销包括绿色饭店理念营销和绿色饭店产品营销。本文介绍了绿色饭店的概念,论述了绿色饭店市场营销的内涵,结合我国绿色饭店实际讨论了绿色饭店市场营销的措施。     

业务多元化对商业银行的业绩影响——基于风险承担的中介效应

从收入多元化和资产多元化两个维度选取商业银行业务多元化的代理变量,以2006~2019年我国A股上市的28家商业银行为研究样本,通过建立动态面板数据模型,研究我国商业银行业务多元化对业绩和风险承担的影响机理,并实证检验风险承担在银行业务多元化和业绩影响中发挥的中介作用。研究结果表明,无论从收入多元化还是从资产多元化角度,业务多元化与我国商业银行业绩均呈负相关,与风险承担正相关,但其作用效果因所有权结构而异,在业务多元化对银行业绩的作用中,风险承担部分或完全地发挥中介效应。     

在华外资商企本土化营销战略及启示

当企业从事跨国营销活动时,则会面临标准化营销(standardized marketing)与本土化营销(或称差异化营销adapted marketing)战略的选择问题.外资商企进入中国市场后努力实施人才本土化策略、产品本土化策略、文化本土化策略、形象本土化策略等本土化营销战略,是其在中国市场上获得成功的重要法宝.这为中国企业实施“走出去“战略,进行营销创新提供了有益的启示.     

Marketing and the law

Journal of the Academy of Marketing Science -