Try it at home: Avon and gender in Brazil, 1958–1975

This article examines the entry of US-based cosmetics firm Avon into the Brazilian market from 1958 to 1975. Avon's direct-to-home distribution model and family brand strategy gave the company a competitive advantage in the Brazilian cosmetics market. However, Avon's branch managers had to adapt the company's marketing strategy and recruitment practices to accommodate Brazilian standards of feminine respectability and in response to saleswomen who expanded distribution beyond the company's original target markets. Avon's Brazilian branch excluded women from management positions, and the company's marketing materials emphasised conservative gender roles for women. Nonetheless, Avon sales increased many women's economic agency.     

Segmentation and communication in the industrial marketplace

This article reports the results of a study undertaken in an intensely competitive industrial market in which the sponsoring company needed to identify those segments of the market that would lead to sales growth. The marketing planning and segmentation literature is used to provide conceptual guidance in developing a viable marketing strategy. Commercially available data were combined with data obtained from a telephone survey to identify potential new customers and to test a series of hypotheses. The results of the study suggest that 1) awareness of the company by potential buyers, 2) the size of the buyer's firms, and 3) the geographic location of the buyer's firms are all related to the buyers' interest in the company's products and their willingness to receive both impersonal and personal communications from the company.     

The Impact of Brand Equity and the Company's Reputation on Revenues

Abstract

This paper intends to establish the relationships among variables in corporate communications, especially between advertising and public relations, and to form an evaluation model for integrating the effects of brand equity and the company's reputation in the context of integrated marketing communications (IMC). A new approach for integrating the effects of brand equity and the company's reputation was introduced and the IMC evaluation model was specified for testing. The proposed model was tested with existing secondary data. The outcomes indicated that both brand equity and the company's reputation have significant impact on revenues and showed the positive relationship between brand equity and the company's reputation in the proposed model to justify the need of IMC in overall corporate communications.     

Assessing the needs of international markets against an emerging market company's capabilities: A tool for internationalization

Senior managers in emerging markets often strive to ensure that their companies develop sufficient capabilities to confront the needs they encounter in international markets. However, extant research and practice remain unclear as to how senior managers in emerging market companies can approach assessing the needs of their international markets against their own company's capabilities, to aim for a balance between both. This article offers an innovative approach for assessing the needs of international markets against an emerging market company's capabilities. Based on the assessments of 100 senior managers leading emerging market companies, we explain how this approach can provide two key insights. First, evidence of a balance between the needs of international markets and an emerging market company's capabilities, that indicates the company's competitive position is focused; or evidence of an imbalance between the needs of international markets and an emerging market company's capabilities, that indicates the company's competitive position is either vulnerable or overqualified. Second, an understanding of where the gaps between the needs of international markets and an emerging market company's capabilities are, that enables improving the company's competitive position by closing these gaps. Drawing on this approach, we offer an open access tool that allows senior managers in emerging markets to identify and improve their own company's competitive position for internationalization. Using this tool, senior managers can lead their emerging market companies toward a focused competitive position in international markets, providing better chances of successfully capturing potential benefits.     

Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure

This study aims to investigate the interaction effects of marketing and R&D expenditure on brand competitiveness based on performance indicators. While many studies have investigated the individual effects of marketing expenditure and R&D expenditure on a company's brand value, competitive advantage, and performance, there has been limited research on the interaction effect of these two indicators on brand competitiveness. Longitudinal data were collected from 145 companies over seven years, including 1015 observations. The companies were selected using the systematic removal method from 485 companies on the Tehran stock exchange market. We used a generalised method of moments (GMM) to analyse the data. Findings demonstrate that marketing, when considered independently, had a significant effect on brand competitiveness (as reflected in market share) in the long run, while R&D demonstrated a marginally significant effect. In addition, this study revealed that the interaction effect between marketing expenditure and R&D expenditure on brand competitiveness was marginally significant. These results demonstrate that companies need to invest in marketing activities to leverage the benefits of R&D in order to improve their brand competitiveness. As most companies often face budget constraints, maintaining investments in marketing and R&D is recommended to ensure sustained competitiveness in the long term.     

Country Resources,Country Image,and Exports: Country Branding and International Marketing Implications

ABSTRACT

A country's economic, political, and socio-cultural institutions have always been regarded as important determinants of a company's exports and international marketing strategies. With the recent thinking about countries becoming more like a brand, these factors should impact a country's marketing and branding strategies. There has been a call for more research on how countries can use their institutions and resources to enhance their globalization efforts. This study intends to fill this gap by examining the relationships between country institutions and resources, country image, and exports based on institution theory and resource advantage theory. Both archival and primary data for 24 countries over 12 years (1995–2006) were used to assess a random-effects panel data model. The results reveal the significance of economic development and communication infrastructure on exports. In addition, country image was found to indirectly affect exports. The theoretical and practical implications on country branding and international marketing conclude the article.     

Effects of marketing and relationship variables on service intermediaries' promotional program participation

Many service companies sell services through independent intermediaries. Using the Taiwanese life insurance industry as a research context, the author investigates the influence of a life insurance company's marketing (product attractiveness and financial incentives) and relationship (interpersonal relationships and bargaining costs) variables on banks' participation in its promotional program. Both marketing and relationship variables significantly affect the bank's participation, though the marketing variables are more important determinants of participation. Product attractiveness dominates all other factors. Finally, these variables have independent rather than contingent effects on the bank's decisions.     

Exploring the Effectiveness of Business Gifts: Replication and Extension

Abstract

This investigation replicates Beltramini's (1992) study of the effectiveness of business gifts, and extends the research to include actual marketplace sales response. A company's customers'perceived satisfaction and intention to continue repurchasing are surveyed both before and after being sent a more expensive gift, a less expensive gift, or no gift at all, and customers'actual sales are longitudinally tracked. The results indicate business gift-giving represents an effective part of a marketer's overall marketing communications strategy, and both limitations and implications are discussed.     

The relationship between network structure and international channel performance: a moderating effect of E-business activity

This study is an investigation of international marketing channel modes, relationship with an export company's network of business, e-business activity, and marketing channel performance. An initial case study of three international enterprises was followed up with a questionnaire survey based on a model derived from the literature and the results of the case organisations. The main influences identified from the questionnaire survey were local market conditions and the level of cooperation between channel members. The main differences detected among the network's structural relationships resulted from differing degrees of centralisation. Different channel modes resulted in different degrees of mutual trust, centralisation, profitability, and formality in the relationship between an enterprise and its overseas contacts. The level of electronic business activity was positively related to the level of cooperation with channel partners and to the sales performance of the channel.     

The Contingency Effects of Supplier Influence Strategies and Their Implications for Retailer Cooperation

Abstract

The success of manufacturers' consumer marketing programs often hinges on whether they are implemented at the retail level. Manufacturers use various influence strategies to persuade retailers to adopt their marketing programs. We investigate how well those influence strategies shape the retailers' positive attitudes toward their suppliers' marketing programs. We find that the effectiveness of those influence strategies depends upon the extent of uncertainty in the retailers' market. We also find that the manufacturer's investment in specific assets to support its relationship with the retailer strongly affects the retailer's attitude toward the supplier's programs.     

International franchising in China with Kodak

According to Kodak, China poses unparalleled opportunities for low‐cost production and marketing of products to the world's largest nation. According to the company's estimate, China will become the largest market in the world for photographic products and services within the next ten years. This article reviews Kodak's operations in China and presents an interview with a local franchising manager in Shanghai—the largest city in China. It provides a unique glimpse into the inner working of the organization's franchising activities in China. © 2001 John Wiley & Sons, Inc.     

Workplace isolation: Exploring the construct and its measurement

Virtual offices are a growing trend in today's work environment and are expected to influence marketing roles dramatically, especially selling. These conditions may lead to perceptions of isolation, both socially and organizationally. Workplace isolation is a twodimensional construct that represents individuals' perceptions of isolation from others at work and includes perceived isolation from both colleagues and from the company's support network. This article reports the results of a four‐sample study to develop and validate a selfreport scale for measuring the two facets of workplace isolation. The scale's usefulness for future research and management applications are discussed. © 2007 Wiley Periodicals, Inc.     

The Influence of Customer Relationship Marketing Strategies on Supply Chain Relationships: The Moderating Effects of Environmental Uncertainty and Competitive Rivalry

Purpose: A firm's customer relationship marketing strategy also may affect its attitudinal loyalty toward its main supplier. Furthermore, environmental uncertainty and competitive rivalry could moderate this relationship. This research investigates both questions.

Methodology/Approach: The empirical study involves a structured survey of 141 industrial firms. A structural equation technique with EQS 6.1 estimated the causal model. Multi-sample analysis revealed whether environmental uncertainty and/or competitive rivalry act as moderators.

Findings: The influence of customer relationship marketing on attitudinal loyalty toward the main supplier is positive but indirect, working through effective communication, satisfaction, and trust. However, when environmental uncertainty is high, the negative direct effect becomes significantly more intense, and when competitive rivalry is high, the positive indirect effect through satisfaction and trust is less intense.

Originality/Value: This study explores potential new paths in the relationship marketing field. Most scholars focus on the influence of a firm's relationship marketing strategy on customers' loyalty, but no previous works consider its potential influence on the firm's relationship with other partners in the supply chain, notably its strategic suppliers.

Research Implications: Structured academic research on this topic is lacking, even though many firms have implemented customer relationship programs. Supply-side researchers must evaluate the effects of such programs. Furthermore, this study combines different theoretical approaches.

Practical Implications: Practitioners can use the findings to segment their customer base and develop specific programs adapted to each target.     

The Potential for Cross-Functional Contributions to B2B E-Commerce Marketing Initiatives: E-Commerce and Purchasing Professionals

ABSTRACT

While there is a great deal of information in the literature linking purchasing personnel with both supply side and distribution side transactions, there is little evidence of their involvement in setting the design and strategic objectives of their own company's e-commerce activities. Yet, these professionals have much to offer marketing personnel who may be charged with developing e-commerce strategy and Websites. This paper suggests a proactive approach that supports the benefits of such cross-disciplinary collaboration between marketing and purchasing professionals within a firm.     

Consumer motivation for the decision to boycott: The social dilemma

This study suggests a rational framework to explain consumers’ decision to boycott. We proposed an instrumental boycott framework based on rational response to the offending behaviour of a target company. The hypotheses embedded within the research model are empirically evaluated. The data were collected by questionnaire survey, and structural equation modelling was utilized for data analysis. The results show that social factors (message credibility, expected overall participation and perceived boycott effectiveness) generate motivations for consumers’ boycott decisions. In addition, it is identified that these factors increase consumers’ perceived likelihood of boycott success. Further, it is also found that consumers' perceived likelihood of boycott success positively affect their boycott decision via the possibility of changing a target company's offending behavior and unwillingness to purchase the target company's products. The results of this study explain consumers’ instrumental boycott decision‐making process in terms of social dilemma. Further, this study provides practical contributions for understanding consumers’ rational boycott behaviour. Specific implications for marketing managers and boycott organizations are outlined in the general discussion. Suggestions for future research are also presented in the conclusion.     

U.s. Multinational staffing practices and implications for subsidiary performance in the u.k. And thailand

This study addresses two questions about the U.K. and Thai subsidiaries of U.S. multinationals: (1) What is the relationship between a company's staffing policy and subsidiary performance? and (2) When are companies more likely to use an expatriate rather than a local manager? The study concludes that local managers are most effective in subsidiaries located in a developing country, subsidiaries that rely on a local customer base, and subsidiaries with marketing themes similar to the themes used at their U.S. headquarters. Expatriates are more likely to be in charge of larger subsidiaries and those with a marketing theme similar to that of the headquarters. ? 2001 John Wiley & Sons, Inc.     

Internationalization's effect on marketing learning: A study of Syrian firms

The aim of the present study is to understand the effects of international expansion on firms' acquisition of marketing learning. This study's focus on marketing learning complements previous research on the impact of internationalization on the development of foreign-market and technological knowledge. The research finds that the scope of a firm's international activities, perception of gaps in marketing knowledge, and external social capital positively influence firms' acquisition of marketing learning. However, firm's age at initial international market entry appears not to be a significant factor. The study adds to the very limited body of research on the marketing learning outcomes of international expansion, while also offering rare empirical insights from the Middle East on this important subject matter. The paper discusses implications for international managers, policy makers, and future researchers.     

Implementing Marketing Strategy Through a Market Orientation

The adoption of specific marketing strategies is related to several factors in an organization including the organization's mission, objectives, resources, and market orientation. We report an exploratory study in which we define relationships between market orientation and marketing strategy in a high technology environment - the telecommunications industry in the United States. Market orientation is defined as a culture that influences how employees think and act. Our results indicate that a market orientation provides a context for the implementation of specific marketing strategies by serving as a moderator of operational marketing strategy. For example, those organizations who possess a strong market-oriented culture (high-spirited cultures) engage in value creation strategies such as market segmentation, developing new products/services for new markets, and product or service customisation. Those organizations possessing low market orientations (ineffectual cultures) generally practice less aggressive and internally focused strategies such as charging lower prices, providing limited customer service, product/service standardization, and undertake limited market research.     

Selection,Training, and Performance Evaluation of Sales Managers: An Empirical Investigation

ABSTRACT

Despite the important role sales managers play in an organization, little empirical work has explored various facets of their jobs. The state of knowledge regarding this issue is woefully inadequate. To partially address this gap in the sales management literature, this paper reports the results of a study that investigated recruitment/selection, training, and performance evaluation practices vis-à-vis sales managers. Findings suggest that sales managers (irrespective of their company's size or primary market offering) generally rely on subjective recruitment and selection tools and techniques when recruiting sales management candidates, do not feel that any particular job activity is uniquely important or difficult to perform, and consider few evaluation criteria when assaying sales manager performance. Conclusions concerning the study's results are provided.