对发展"本土化"农产品营销学的几点思考

本文认为,随着我国农业和国民经济的发展,必须发展具有中国特色的现代科学的农产品营销学,以解释我国农产品营销面临的现实问题并给出解决的思路和方法。文章认为,发展“本土化”农产品营销学,应准确把握农产品营销的内涵,注重对我国农产品营销实践进行研究、总结和理论提升;结合我国农业发展实际,构建本土化的农产品营销理论体系;现代农产品营销学应反映现代市场营销学的新思想、新理念,开展农产品营销理论的创新研究,推动农产品营销理论的应用研究。     

The Transitioning of Marketing Practices from Segment to Customer-Centric Marketing in the African Business Context: Toward a Theoretical Research Framework

ABSTRACT

Although marketing has long been posited to be shifting from segment marketing to customer-centric marketing, there is little theoretical insight into the status of such transformation, especially in emerging African economies. Therefore, this paper develops an integrated theoretical framework for assessing (a) the extent to which firms in African economies use the segment marketing mix (4Ps) versus the customer-centric marketing mix (4As) as well as (b) their antecedents and performance outcomes. Propositions drawn from qualitative data and theoretical tenets in strategic management and in institutional theory are offered to guide systematic empirical research.     

Selling whiteness? – A critical review of the literature on marketing and racism

ABSTRACT

This article provides a critical review of the literature concerning marketing and racism, grounded in theoretical foundations drawn from critical race theory, whiteness theory and attendant models of privilege and oppression in society. The extant literature indicates a relationship between racism, marketing and social hierarchies which manifest with regard to marketing representations of people of colour and racialised groups; discriminatory practices in the marketplace and the roles of marketing professionals of colour. However, multiculturalism and anti-racism efforts attempt to counter racist practices; yet, the impacts of these efforts are unclear. Directions for future research are suggested.     

从交易营销到战略营销:营销理论范式的比较与创新

市场营销发展的历史表明,在现代的市场竞争下单纯依赖以4Ps策略为分析框架的交易营销范式已经逐渐失去了对新问题的解释力。关系营销范式因为缺乏明确的研究框架和分析工具还不能成为主流的营销范式。而伴随着现代竞争的日益发展,基于竞争和顾客导向的战略营销管理理论范式越来越具有影响力。SMM范式具备一个全新的理论范式的条件,将对未来我国企业的营销战略的制定,长远的营销发展具有重要的意义。     

Where is the Security Blanket? Developing Social Media Marketing Capability as a Shield from Perceived Cybersecurity Risk

Although cybersecurity is important for any organization, firms have little understanding of the ramifications of perceived cybersecurity risk and how marketers can avert its negative marketing outcomes. The inability of firms to prevent massive data breaches in the recent past has heightened cybersecurity risk perceptions of customers and cybersecurity-related marketing challenges and opportunities. This study links cybersecurity risk with firm risk through firm reputation by developing a conceptual framework grounded in perceived risk theory in conjunction with dynamic capabilities and social network theoretical perspectives. Our findings show that social media marketing capabilities enable firms in mitigating the adverse impact of cybersecurity risk in declining firm reputation and value. Thus, this study provides significant implications for marketing theory and practice.     

Market-Based Organisational Learning - Theoretical Reflections and Conceptual Insights

As an area of academic inquiry, organisational learning has matured to such an extent that it can now be described as an institutionalisation of a body of knowledge. Nonetheless, underlying the apparent maturity of this literature lies the proliferation of disciplines that claim aspects of this theoretical territory, each with their own ontological premises and schools of thought resulting in frequently conflicting theories which often reflect a diverse pattern of phenomenological domains, interpretative issues, methodological predilections and conflicting operationalisations. The marketing literature is characteristic in detecting elements in cognate disciplines and introducing them within the guise of mainstream marketing thought. Consequently, it was a matter of time before marketing academicians became interested in exploiting seams of organisational learning research that are relevant to areas of marketing. Consequently, a recent announcement by the Marketing Science Institute finds that market-based organisational learning is now a 'second tier' research priority for 2002-2004, reflecting its developing attraction in organisational, conceptual, theoretical and empirical respects. In this paper, an attempt will be made to address the following: to delineate the organisational learning concept by reviewing multi-disciplinary contributions; to evaluate the intellectual roots to market-based organisational learning by considering its theoretical heritage; to propose a model of the theoretical properties of market-based organisational learning; to consider the extent to which market-based organisational theory satisfies criteria for theory construction in marketing and organisation science; to identify critical gaps in our knowledge of market-based organisational learning; and, to indicate the contextual issues surrounding the development of market-based organisational learning programs in firms.     

A Special Theory of Globalization:

The focus of this study is to provide theoretical and empirical evidence supporting a new direction of globalization offering the viewpoint of marketing globalization. The result of this analysis suggests a special theory of globalization that can be implemented by the multinational organization. One approach to globalization focuses on a standardized marketing mix strategy to global homogenous markets, while the other focuses on a modified marketing mix strategy to global diverse markets. Multinational corporations can engage in either or both strategies while maintaining a global approach to international marketing.     

Change in international market strategy as a reaction to performance decline

While a great deal of research has explored how international marketing strategy influences performance, researchers have paid scant attention to understanding changes to international marketing strategy resulting from firm reaction to past performance. In this study, organizational learning theory addresses when and how international marketing strategy will change. Employing data from over 500 exporters, the results, which are consistent with theoretical predictions, indicate that (1) firms are generally not prone to inertia and do, in fact, change their international marketing strategy when facing declines in performance, and (2) that the direction of change depends on the level of competition in the specific foreign market, with firms adapting their international marketing strategy in low competitive markets and standardizing their international marketing strategy in highly competitive markets. The paper includes implications for academics and practitioners.     

Managing Trade Show Campaigns: Why Managerial Responsibilities Matter?

This article examined the relationship between managerial responsibilities for important trade show tasks and the marketing performance of exhibiting firms. Drawing theoretical insights from the functionalist perspective of managerial roles and organizational role theory, this article proposed and validated theory based, multiple, task-managerial responsibility linkages using a large international b2b trade show as a context. The empirical results indicated that the marketing performance of exhibiting firms was enhanced when (a) middle managers were assigned the trade show objective setting task, (b) lower and middle managers were involved in the trade show selection decision and (c) lower managers executed the booth management task. The paper concluded by discussing the theoretical and practical implications of these findings.     

Organisational ambidexterity and firm performance: burning research questions for marketing scholars

ABSTRACT

Organisational ambidexterity is an important topic in management research having grown meteorically over the past 17 years. Yet, very few studies in marketing examine organisational ambidexterity. Where studies do exist, seldom do they do justice to its theoretical richness and complexity. This complexity is a significant hurdle for scholars and managers alike, but theory and practice on organisational ambidexterity can benefit substantively from the input of scholars outside the realm of management. This paper provides scholars and managers with a detailed analyses, documentary and corpus of reference material documenting the development, definition, theoretical assumptions and conceptual treatment, measurement and empirical findings to do with organisational ambidexterity. Drawing on this detailed analysis, the paper identifies the burning research questions marketing scholars should give urgent attention to advance theory and practice on organisational ambidexterity.     

Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities

Abstract

Gender has been theorised and studied in many ways and across different disciplines. Although a number of these theorisations have been recognised and adopted in marketing and consumer research, the significance of feminism in knowledge construction has largely remained what we would call ‘unfinished’. Based on a critical reframing of gender research in marketing and consumer research, in dialogue with feminist theory, this article offers theoretical and practical suggestions for how to reinvigorate these research efforts. The analysis highlights dominant theorisations of gender, relating to gender as variable, difference and role; as fundamental difference and structuring; and as cultural and identity constructions. This reframing emphasises various neglected or ‘missing feminisms’, including queer theory; critical race, intersectional and transnational feminisms; material-discursive feminism; and critical studies on men and masculinities. A more detailed discussion of the latter, as a relatively new, growing and politically contentious area, is further developed to highlight more specifically which feminist and gender theories are mainly in use in marketing and consumer research and which are little or not used. In the light of this, it is argued that marketing and related disciplines have thus far largely neglected several key contemporary gender and feminist theorisations, particularly those that centre on gender power relations. The potential impact of these theoretical frames on transdisciplinary studies in marketing and consumer research and research agenda(s) is discussed.     

Role Theory and the Management of Service Encounters

In this article, the contribution of role theory to our understanding and management of service encounters is highlighted. In the first section of the article the focus on social exchange within role theory is identified and commonalities between relational approaches to marketing and a role theoretical perspective are outlined. Thereafter the article outlines the specific contribution of role theory to our understanding of service encounters. Role theory, it is argued, permits better management of the interactive features of service provider-client interface and a clearer focus on role performance and the interpersonal dimensions of service quality. Role analysis offers both focus on role consistency in service provision and a framework for dealing with the uncertainty and evolution in long term service relationships. In services marketing, role can be incorporated as a factor in successful service performance and form a central framework for good service encounter management.     

A Framework for Ethical Conformity in Marketing

The extant marketing literature provides little guidance for theory development or practice with regard to questions of ethical conformity and the resulting market response. To begin to bridge this research gap, we advance a theoretical framework of ethical conformity in marketing, appealing to marketing ethics, management strategy, and sociological foundations. We set the stage for our theoretical arguments by considering the role of normative expectations related to marketing practices and behaviors held by societal constituents. Against this backdrop, we propose drivers of conformity in marketing, including practices consistent with both overconformity and underconformity. The framework allows us to advance testable research propositions by which questions of ethical conformity may be explored. We conclude by suggesting additional future research needed to develop the domain, specifically in the form of empirical inquiries uncovering firm strategic decisions with ethical implications. Kelly D. Martin is Assistant Professor of Marketing at Colorado State University in Fort Collins, Colorado. Her research interests involve marketing strategy with ethical implications, interfirm relationships, the role of marketing in society, and the effects of institutions, social norms, and culture on organizations. Her work has appeared in the Academy of Management Journal, the Journal of Business Ethics, and Business & Society. Jean L. Johnson is the Gardner O. Hart Professor of Marketing at Washington State University in Pullman, Washington. Her research focuses on marketing strategy, interfirm relationships, and capabilities and learning in firms. Her work appears in the Journal of Marketing, the Academy of Management Journal, and Journal of International Business Studies, among others.     

Beating,ditching and hiding: consumers’ everyday resistance to marketing

ABSTRACT

This article illuminates consumers’ views of marketing in light of theories of resistance. It argues that consumers engage in resistance to the power of marketing through their everyday actions and also through the ways they construct their accounts of these actions. It identifies three theoretical approaches to resistance (hegemonic, relational and autonomous). These are used to discuss consumers’ accounts of marketing collected through 78 personal interviews in which participants were asked to describe marketing and provide examples of their experiences with marketing as they defined it. Through this, the study uncovers various forms of consumer resistance, which can often go unnoticed. These are conceptualised through the notion of everyday resistance to marketing and are used to challenge existing marketing theory and develop paths for future research.     

Transaction Cost Analysis in Marketing: Looking Back, Moving Forward

Contributions to the theory and application of the Williamson's transaction cost framework by scholars in Marketing are reviewed. From its initial appearance in the late 1970s, the Williamsonian approach has moved from a theoretical curiosity to the workhorse model in one subfield of marketing; viz. channels. Possible reasons for this success are traced here. The consistent empirical support for the core model, its applicability to a broad range of managerially relevant problems, its successes in horse races against competing theories, and its co-existence with complementary theories are unpacked. The paper closes with speculation about future trends about transaction cost analysis in marketing.     

Green Marketing: A Theoretical Perspective

The theoretical view of green marketing, derived from within institutional economics, environmental politics, and technological theory, is a multi-disciplinary perspective suggesting that a potential environmental crisis resides not necessarily in specific behaviours but rather within the dominant social paradigm (DSP) of Western industrial societies. Effective policies and strategies then must recognize the crisis as one of paradigms. This paper addresses the failure of contemporary green marketing to move beyond the limitations of the prevailing paradigm. While there are nascent macro developments in marketing thought that might lead to a truly green marketing considering sustainability, holistic thought, and the limitations of the prevailing paradigm, they remain thus far on the periphery of the discipline. They will remain so until a broader, multi-disciplinary approach incorporating the multiple dimensions of the DSP is developed.     

基于中国本土企业营销实践的案例分析与理论创新——以郸酒的移动互联营销为例

针对营销研究脱离企业实践、缺乏理论创新的现状，文章以郸酒的移动互联营销为例，提出“典型案例创新研究法”，探讨我国本土企业营销实践中出现的新问题、新方法和新理念，进行理论新创。基本思路如下：（1）寻找典型企业并其调查；（2）详细描述相关的现象或企业成功、失败的原因；（3）运用既有的理论对现象进行解释；（4）当既有理论不能很好地解释的现象时，提出新的解释或理论，等待经验材料和实证研究的进一步检验。文章以郸酒的移动互联营销为例展示了这一方法的应用，讨论了此方法的合理性和可行性以及相关的方法论问题，尝试性地提出了一些相对宽松的评价标准。     

The Nature of the Product in Market Relationships: A Pluri-Signified Product Concept

This paper challenges the traditional marketing idea that a product can be conceptualized as a separate unit which can be broken down and understood by its basic elements. A critique of the traditional product concept in Marketing is presented. On the basis of recent theoretical and empirical evidence a new framework is developed in which the product is represented as the outcome of a tripartite signification process between the buyer, the supplier and the object. Finally, the implications of this new perspective for marketing theory and practice are outlined.     

Retail internationalization and retail failure: issues from the case of Marks and Spencer

Notwithstanding the importance of retailing to urban economies, the role of retailing in the marketing of urban places has been an area neglected by both academics and practitioners alike. It is acknowledged that the principles of marketing can be applied (albeit with modification) to the context of urban places. The theoretical implications of this are considered using Corsico's () metaphors of the city as enterprise, market and commodity. Such issues are considered via a survey of place marketing actors within the specific context of the marketing of towns and cities as shopping destinations in urban places classified as sub-regional and above. Particular attention is paid to responsibility for the marketing of the retail provision, the emphasis given to retail in the marketing/promotional activities of various urban stakeholders, the perceived role of retailing, and the factors influencing the nature of the urban retail provision. Promotion of retailing was found to be important for all urban stakeholders to a greater or lesser degree. However, prime responsibility lay with town centre managers and shopping centre managers. The implications for both theory and practice are discussed.     

Toward the development of an integrative framework of subsidiary success: A synthesis of the process and contingency models with the strategic reference points theory

The purpose of this article is to integrate the process and contingency models with the Strategic Reference Points (SRP) theory in the context of international marketing decisions for subsidiary success. The SRP theory suggests that strategy and structure of organizations, and their subsequent performance, can be influenced by management's choice of SRPs. From the review of the literature on the contingency, process, and SRP theories, the authors develop two interrelated theoretical models, the Target Market Similarity Continuum (TMSC) model and the Target Market Strategic Reference Points (TMSRP) model. Based on the TMSC model, it is proposed that as the economies of scale in marketing activities increase, (1) the positive relationship between target market similarity and a standardized marketing strategy will become stronger and (2) the positive relationship between target market similarity and a centralized marketing structure will become stronger. Based on the TMSRP model, it is also proposed that (1) active interactions between target market similarity, strategy, and structure facilitate the establishment of internal and external SRPs and (2) active interactions with established SRPs will improve subsidiary performance. © 2006 Wiley Periodicals, Inc.