Sequential technology adoption with asymmetric firms

Abstract

We analyse the incentives and welfare implications of costly technology adoption in a two-period duopoly model where firms have different amounts of capital. We also extend our framework to an open economy set-up and examine the relationship between trade and technology adoption. Our findings are as follows. First, no monotone relationship exists between the threshold cost of adoption and capital shares. Second, an unequal distribution of capital, despite lessening competition, can increase total surplus. Third, trade generally encourages adoption of modern technology unless the share of capital for the adopters is too low.     

"Babies Cost Less at Tesco"

Through research undertaken in several child adoption agencies, the authors examine the ethical consequences of the use of marketing techniques in the child adoption process within England and Wales.

Increasingly child adoption organisations and social work professionals are made accountable via the language of customer service and performance measurements. The use of commercial techniques such as marketing is justified on utilitarian grounds. However, any utilisation of marketing within the child adoption process is forced to ensure that the child is not de-centred. Here, the authors argue, there are tensions between the humanitarian project that is child adoption, and the unease produced by viewing the child as human 'product'. The use of marketing in child adoption raises issues related to the objectification and commodification of the child and prospective adopters. Within child adoption it is assumed that we must engage with the child as 'face' (Bauman 1995). But will these assumptions stand the encroachment of marketing techniques into this very sensitive area?     

Internet adoption in France

The diffusion of innovation models developed in marketing are applied to the adoption of the Internet in France. The most classic of the models, the Bass model, is adjusted to the estimations of Médiamétrie. The non-uniform influence model has been utilised to introduce the network externalities of an increasing influence of previous adopters on the adoption process. Some predictions of the penetration of the Internet in France are proposed.     

Asymmetries in the Effects of Drivers of Brand Loyalty Between Early and Late Adopters and Across Technology Generations

Mobile marketing activities are growing at a rapid pace. The success of mobile marketing hinges on consumers' adoption of mobile devices. However, consumers' mobile device adoption is not well understood at the brand (e.g., Apple, Nokia, Samsung) level. We propose a conceptual framework linking mobile device brand loyalty (repurchase intention) to its drivers including perceived value, brand satisfaction, brand attachment and trust, and develop hypotheses about the moderating roles of adopter type and mobile technology generation in some of these linkages. We test these hypotheses using structural equation modeling on a unique cross-sectional dataset of attitudes toward mobile phone brands spanning two technology generations, 2.5G and 3G. The results reveal important asymmetries between adopter types and between technology generations: early adopters of mobile devices emphasize perceived value, whereas late adopters rely on brand satisfaction in developing brand loyalty; and consumers depend more on trust and less on perceived value in developing loyalty for the new generation than for the existing generation. We outline how brand managers of mobile devices should adapt their marketing strategies to different adopter types and technology generations.     

Developing trends in the marketing of life insurance

The personal financial services industry is being changed drastically by a number of legislative and other measures. As a result, life assurance companies are having to reappraise their use of marketing methods in a highly competitive environment. This paper investigates the major industry marketing trends which are occurring particularly in the areas of advertising, distribution, new product development and price. The role of IT is highlighted.

The trends are set against a backcloth of an analysis of market penetration by a range of personal financial services products. The paper ends by outlining likely future trends in the use of marketing methods by assurance companies as part of their competitive strategies.

Data are presented from published sources and from a series of personal interviews with marketing executives in the industry.     

Factors Affecting the Adoption of the Internet in the Public Sector

ABSTRACT

Research in the area of electronic marketing has focused considerable attention on consumers' and advertisers' perceptions of the Internet as a marketing communication medium. Whilst such research has been undertaken mostly in the private sector, it is important to recognize, and attempt to understand, the growing number of public sector organizations that have an Internet presence. Results of a study of the perceptions of managers in public sector organizations of the Internet as a marketing communication tool are reported. Findings suggest that decision makers in the public sector who feel that there is a need for their organizations to have an Internet presence, are more inclined to adopt the Internet as part of their marketing communications program. Furthermore, they are more likely to feel that use of the Internet will improve their overall marketing effectiveness. It is also interesting to note that the perceived complexity of using the Internet has a significant effect on both the adoption of and attitude towards the Internet as a marketing communications tool. This suggests that there is still some uncertainty amongst public sector organizations as to the usefulness of the Internet in marketing their services.     

Factorial and discriminant analyses of environmental sensitivity and initiative of Nigerian firms

The issue of environmental protection has been of interest to Africa just as it is to the rest of the world. Such rising interest in environmental protection has resulted in a number of environmentally friendly initiatives, such as landscaping, by firms in Nigeria. This article adopts the organizational buying behavior theory to study a comprehensive list of potential facilitators of landscaping adoption and to discriminate between organizational adopters and nonadopters in Nigeria. The data were factor‐analyzed to determine the key dimensions of facilitators. On the basis of the resulting dimensions, discriminant analysis was conducted. The results show that environmental factors, organizational factors, and managerial factors are important discriminants. The findings are salient in environmental management in Africa, and in designing strategies for landscaping services marketing and landscaping diffusion. © 2011 Wiley Periodicals, Inc.     

Global Perceptions of Online Advertising

ABSTRACT

The marketing of professional services is different from marketing in other areas. Indeed, several “distinctive problems” of marketing professional services have been identified. In order to obtain evidence as to whether these “problems” apply to public accounting services and if current accounting graduates understand them, two surveys were conducted of chairpersons of accounting and marketing departments at AACSB accredited schools of business. The results indicate that respondents from both groups of chairs believe that the majority of the “problems” are concerns for the public accounting profession and that current accounting graduates should understand them. However, both groups appeared neutral as to whether current accounting graduates are exposed to many of these “distinctive problems.” It is difficult for students to understand and be prepared to deal with the issues, if they have not been exposed to them.     

Engaging the commodified face: the use of marketing in the child adoption process

This paper evaluates the ethical consequences of the use of marketing techniques in the child adoption process within England and Wales. Since 1995 the political climate in the UK has seen a reassessment of the manner in which the state organises care for children who are within its legal guardianship. Successive UK governments have acknowledged the under‐utilisation of child adoption as a moral and efficient means of child‐care. However, the presentation of child adoption in a more active fashion involves concerns about the manner in which child adoption has been organised. Increasingly child adoption organisations and social work professionals are being made accountable through the language of customer service and performance measurements. The use of commercial techniques such as marketing is justified on utilitarian grounds. However, any utilisation of marketing within the child adoption process is forced to ensure that the child is not de‐centred. Legislation requires that the needs and welfare of the child are the first consideration for the adoption agency. Here we begin to see tensions between the humanitarian project that is child adoption, and the unease produced by viewing the child as human ‘product’. This invites analysis via critical theory. The use of marketing in child adoption raises issues related to the objectification and commodification of the child and prospective adopters. Within child adoption it is assumed that we must engage with the child as ‘face’ (Bauman, 1995). But will these assumptions stand the encroachment of marketing techniques into this very sensitive area?     

Customer Orientation of Service Employees—Toward a Conceptual Framework of a Key Relationship Marketing Construct

Abstract

Although customer orientation is a core element of the marketing concept and is especially crucial to the concept of relationship marketing, no widely accepted conceptualization of the construct exists. In the context of service organizations, the fulfillment of customer needs and wishes by customer-contact employeescan be seen as crucial for gaining a high degree of customer orientation. This paper develops a conceptualization of service employee customer orientation which is presented as a three-dimensional construct, the interrelated dimensions being the employee's motivation to serve customers, his or her customer-oriented skills, and his or her self-perceived decision-making authority. Implications are drawn out for relationship marketing of services organizations and relationship marketing theory.     

Multilevel trust in international marketing of healthcare services: A five-country comparative study

PurposeThis research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services.Design/Methodology/ApproachA comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong.FindingsThe research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context.Research implications/limitationsThis study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors.Practical implicationsManagers should consider multilevel trust to boost relationships and achieve local acceptance.Originality/ValueThis research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing.     

Determinants of Client Expectations for Accounting Services

Abstract

As the market for accounting services becomes more competitive, accounting service providers must strive to continually improve service quality to attract new clients and retain existing clients. Client expectations provide a benchmark that must be met or exceeded for the client to perceive that high quality services have been delivered (Ades 1988; Aquila and Koltin 1992). Based on a review of accounting and service marketing literature, this paper developed a conceptual model that identified potential determinants of client expectations for accounting services. Hypotheses derived from this model were empirically tested using LISREL on survey data from 196 households.

The results of our analysis indicated that client satisfaction with prior services, prior service quality, word-of-mouth communication, and price were significantly related to accounting firm image. Firm image, in turn, was significantly related to client expectations for future accounting services. Importantly, several variables from the service marketing literature were not supported with our sample of accounting service clients. Hence, these results identify the critical determinants of client expectations for accounting services, provide insight into the expectation formulation process for accounting service clients, and offer guidance to accounting service providers who may wish to influence clients' expectations.     

Marketing Accounting Services in the U.S. and Norway

Abstract

This study compares the general perceptions of marketing and the marketing experiences and training by accountants in the United States and Norway. The results of this study indicate there are differences in perceptions of marketing held by accountants in the U.S. and Norway and in their marketing practices. Accountants in the U.S. held stronger opinions on the importance of marketing accounting services, whereas accountants in Norway believed more strongly that reputation for quality work was more important than marketing. Over two-thirds of Norway accountants reported they did not use marketing concepts in their practice while over half of U.S. accountants indicated they did. A majority of Norway accountants indicated they did not need marketing because their clients come to them when they need their services. These findings demonstrate the importance of being cognizant of the differences in marketing professional services as accountants expand their understanding of global business and accounting practices.     

A Relationship Marketing Perspective for Direct Marketing in the Legal Services Industry

ABSTRACT

The concepts of relationship marketing art: merged with concepts from direct marketing to provide an integrated view of direct marketing. This combined literature is then applied to the specific case of legal services marketing. It appears that the combined literature can he usefully applied to professional services, in general, and holds promise for strengthening marketing efforts in this area.     

Innovation Perception and Adoption of Solar Heating Technology

This study examines the differences between solar adopters and the general public in their perceptions of solar technologies. Factor analysis confirmed the existence of the theorized dimensions of innovation perception. Discriminant analyses and post hoc comparisons were used to assess differences between adopters, nonadopters, and procrastinators. Models including these facets resulted in significant improvements over a model containing only demographic variables. Results are used to make suggestions for increasing the pace of solar adoption.     

An Evaluation of Marketing Practices in Banks in Ghana

ABSTRACT

This study ascertains the extent to which the marketing concept has been adopted and implemented by banks in Ghana. It addresses a gap in an area that is currently under researched and provides insight into the banking services industry in a developing country. All sixteen licensed banks in Ghana were included in this study. The data was collected through in-depth interviews and self completed questionnaires. The results suggest that marketing departments in the banks are organised mainly within headquarters and headed by marketing and advertising/public relations managers. The marketing activities in the banks are associated with the stage where marketing orientation is perceived as advertising and public relations. There is a partial lack of marketing culture in the banks. The total and formal acceptance and understanding of the marketing concept is at an embryonic stage in the evolutionary process.     

Leveraging Relationships in Marketing

Abstract

The present study is an investigation into the motivational underpinnings of strong relationships in services marketing domain. Based on past research in social psychology and marketing, this study investigates the influence of two independent variables-Intrinsic Interpersonal Commitment and Structural Bonds-on the dependent variable Relationship Strength. Both attitudinal and behavioral variables are studied to measure the quality of relationships. 144 surveys of consumers were completed. The results partially support the research hypotheses. The results suggest refocusing on the type of motivational commitment in relationships. The role of gender, age, involvement, and the interaction complexity need to be explored to further validate the model.     

A Cashless Society for All: Determining Consumers’ Readiness to Adopt Mobile Payment Services

ABSTRACT

The technology readiness index was applied to determine consumers’ readiness to adopt mobile payment services and the moderating effect of gender. Gender has been identified as a key variable in adoption and its vital role in market segmentation and gender empowerment obliges its inclusion. The results of the regression analysis indicate that convenience and compatibility drive consumers’ adoption whereas risk, cost and insecurity are inhibitors. Furthermore, gender moderates only the relationship between convenience and the adoption of mobile payment services. Given the moderating effect of gender, companies should initiate advertising campaigns targeting women opinion leaders in advertisements, which can in turn encourage and educate other women to enjoy the convenience of mobile payments. Results provide insights on how to increase adoption and reduce the gender gap in mobile payment services.     

The Role of Logistics Leverage in Marketing Strategy

ABSTRACT

In today's environment-where changes in price, promotion, and product often are quickly imitated-the way to sustain competitive advantage may lie in changes to ancillary services, such as logistics. By leveraging excellent and superior logistics services, intricately linked with marketing strategy, firms can potentially create and maintain competitive advantage. The purpose of this paper is to begin the theoretical development process by understanding the implications of logistics leverage on marketing strategy. Two sources of antecedent justification, application of extant literature and observation of the phenomenon through case studies, are employed to develop the theoretical model. Conclusions, with implications for managers and suggestions for futue research, areal soprovided.