Sustainability marketing research: past,present and future

Abstract

This paper provides a synthesis and critical assessment of the sustainability marketing literature, from the period 1998–2013, building on a previous assessment from 1971 to 1998. It details research within major marketing journals and critically assesses this research in relation to the on-going conversation which focuses on marketing’s relationship with the natural environment. Differences in the content and depth of sustainability coverage in marketing journals are considered. Potential avenues for future sustainability marketing research are proposed, with a particular call for theoretical and managerial reflections which tackle broader systemic and institutional issues within the discipline.     

The past,present, and future of measurement and methods in marketing analysis

Marketing Letters - The field of marketing has made significant strides over the past 50 years in understanding how methodological choices affect the validity of conclusions drawn from our...     

Toward a deeper understanding of service marketing: The past, the present, and the future

The authors investigate the intellectual pillars of service marketing and its evolution through key subareas during 1992-2009 using a citation-based approach. They derive insights for the most promising research directions. The results reveal the dynamic influences of different research topics on service marketing. In a graphical representation, the authors further show that the main topics have changed their research orientations over time. For example, the literature on online service & technology infusion reveals an increasingly operational and customer-focused orientation. A citation-based measure of the significance of research opportunities and a comparison with the topics found in recent literature reviews indicate that research on managing business-to-business services & service infusion, complaint handling & service recovery, and enhancing and managing the service value chain are promising topics. These results assist academics and practitioners by revealing what we know about service research and what we need to know in the future.     

The past,present, and future of brand research

Marketing Letters - This article discusses the past, present, and future of brand research. We begin by reviewing three historical eras of branding development in the past: the information,...     

The past,present, and future of consumer research

Marketing Letters - In this article, we document the evolution of research trends (concepts, methods, and aims) within the field of consumer behavior, from the time of its early development to the...     

The past,present, and future of innovation research

Marketing Letters - The goal of a business is to enhance profitable revenue. Often this mission is accomplished by innovation, commonly by the process of bringing new products or services to...     

The past,present, and future of customer management

Marketing Letters - For decades, researchers in customer management have demonstrated the business importance of firm-customer relationships, developed models for understanding customer behavior...     

Gray markets: past,present, and future

This article conducts a literature review on three gray market areas: strategy, legal issues, and consumer behavior. Previous gray market strategy-based articles do not discuss the impact of the Web on gray market activity, limit their analysis to international gray markets, and do not identify situations where gray market activity is profitable for a manufacturer and its authorized resellers. Like the strategy-based articles, the legal issue-based articles confine their discussion to international gray markets. A current US Supreme Court case that expands the potential for gray market activity is discussed. The third research stream focuses on the impact of brand image and brand equity and the relationship of perceived risk and gray market acceptance by consumers. The authors develop an overall strategy for dealing with gray market activity based on balancing positive and negative issues. In some cases, it is prudent for manufacturers and resellers to view gray markets as an alternative strategy to private labels, second-tier brands, or fighting brands. In other instances, firms need to explore supply- and demand-based strategies to deter gray market activity. Alternative organization formats for gray market surveillance and control are discussed. Difficulties associated with conducting gray market research as well as directions for future research in gray markets are covered.     

The organization of the future: Unity of marketing and strategy

Marketing and strategy, while once diverse activities and entities, are moving ever closer together—in this paper it is speculated that they may someday become one. This is in response to changing business environments, and to the emergence of new organizational forms. However, a more fundamental force may be the simple recognition that without relationships there is no need for strategy, and that relationships are fundamental to marketing.     

The future of marketing

The main thesis of this article is that several long-term trends are reshaping marketing and forcing marketing managers to change radically to keep up. These long-term trends are technological, socioeconomic and geopolitical. Advances in technology, in particular, are having a profound impact on marketing, resulting in the deepening of customer relationships and the continuous expansion of the service economy. Artificial intelligence, big data, the Internet, and the expansion of networks are creating a revolution in marketing that makes the 1960s-style 4 Ps increasingly obsolete. Compounding the problem for marketers are the socioeconomic factors of diversity and inclusion, as well as major geopolitical threats. I explore the nature of change, extrapolate marketing practice into the future, and examine the implications for marketing managers, marketing education and academic research in marketing.     

A brief commentary on the past,present and future trajectory of the Journal of World Business

In this brief commentary, we reflect on 50 years of the Journal of World Business and its predecessor, Columbia Journal of World Business. Commenting from our roles as authors, editorial board members, reviewers and advocates for the journal, we chronicle important trends in JWB's editorial emphasis and publication record, trends that are reflective of broader changes in the global business environment and the field of International Business. We derive a series of themes that have ebbed and flowed during the period, and reflect on these patterns and their implications for IB scholarship. We conclude by deriving insights from past contributions that can shed light on future directions in the international business field.     

Business strategy, marketing organization culture, and performance

Drawing on configuration theory, we develop and test a model which posits that overall firm performance will be influenced by how well the marketing organization??s cultural orientation (i.e., market, adhocracy, hierarchy, or clan) complements alternative business strategies (i.e., Prospector, Analyzer, Low-Cost Defender, Differentiated Defender) after controlling for other, key firm-level variables. Responses from a sample of senior marketing managers provide partial support for the model and demonstrate that high-performing businesses of one strategy type have a different cultural orientation than high-performing businesses of the other strategy types. And, contrary to previous research, the results of this study show that each of the cultural orientations may play a role in creating superior performance. We conclude with a discussion of the implications for scholars and for managers.     

一对一营销战略

随着竞争的加剧,企业能否及时建立一对一营销,已成为我国企业应对激烈国际竞争的关键.本文分析一对一营销内含,提出一对一营销计划的实施战略.     

浅析我国网络营销发展的现状与对策

本文分析了我国网络营销的现状并提出相关对策.     

浅析我国网络营销发展的现状与对策

本文分析了我国网络营销的现状并提出相关对策.