The prospects for marketing strategy and the marketing discipline in Era V: is the prognosis promising or problematic?

ABSTRACT

I thank professors Bernard Jaworski, Brian Jones, Eric Shaw, and Rajan Varadarajan for commenting on my article on ‘Advancing Marketing Strategy in the Marketing Discipline and Beyond’ and for suggesting ways to advance marketing strategy and the overall discipline in marketing’s future ‘Era V’. This note responds to some of their queries, critiques, and recommendations related to the past, present, and future of marketing strategy and the marketing discipline.     

Personal privacy and Internet marketing: An impossible conflict or a marriage made in heaven?

With the decline of print media and network television, marketing strategy is changing. As these advertising vehicles are slowing down and more individuals turn to the Internet for daily functioning, marketers are following in kind. Technology offers businesses and marketing specialists the ability to collect immense amounts of private data about individuals’ interests or characteristics as they surf the Internet and input personal information. Data collection falls into one of two categories: a user's voluntary sharing of such information, or involuntary/uninformed collection by other parties. The threat posed by invasion of personal privacy is real. At the same time, Internet users can benefit in several ways from the sharing and collection of personal information. For example, much online content is funded by advertising, and would otherwise only be available to consumers for a fee. Additionally, valuable information regarding trends and happenings (e.g., flu outbreaks) are detected by aggregated Internet tracking. Finally, many Internet users value and enjoy targeted advertising geared to their particular interests or needs. Laws regarding this matter are currently limited, but are developing in order to protect individuals from unscrupulous data collection, especially involving children. Fortunately, there are ways marketers can legally and ethically collect and use personal information. Ultimately, regulation needs to be developed, and the marketing profession can aid itself by expanding self-regulation and policing in order to stave off additional—and potentially onerous—regulation.     

Sustainability as a marketing tool: To be or to appear to be?

While sustainability is an ethical issue, it is also becoming relevant from a marketing standpoint and can be particularly decisive in stakeholder relationships. Companies can approach this issue in different ways, choosing whether to publicize their good conduct or to project a responsible attitude that does not reflect what they effectively achieve. In this context, the authors propose a self-assessment matrix that identifies a better way to make sustainability a source of competitive advantage through a transparency-based approach. By way of a geological metaphor, four types of companies are presented that are distinctive based on two variables: sustainable commitment and communication. Costs and benefits are analyzed for each quadrant, as well as problems resulting from a lack of transparency. In the final section of the article, the authors discuss whether the choice to communicate sustainability can be considered ethical or whether it is only a question of business. Reflections are reported.     

Twitter-marketing in multi-unit restaurants: Is it a viable marketing tool?

The main purpose of the current article is to investigate the status of the usage of Twitter-marketing and to examine the potential factors that impact the usage of Twitter-marketing. The results show that 69.4% of the multi-unit restaurant companies studied use Twitter-marketing and that small restaurants are more likely to utilize Twitter-marketing.     

Marketing social marketing to commercial partners: what's in it for them?

Commercial partnerships in social marketing have grown increasingly important in the context of diminishing resources from international donors in developing countries. In 1997, the Futures Group International (Futures) negotiated an agreement with Pharmacia & Upjohn/Brazil to introduce Depo-Provera, a 3-month injectable contraceptive, at a social marketing price with strong consumer marketing support. The key to the collaboration was to demonstrate that making Depo-Provera accessible to low-income consumers was a viable marketing strategy. The author describes the process of designing, negotiating, and implementing the successful commercial partnership. Brazilian women stand to gain the most from the partnership between Futures and Pharmacia & Upjohn/Brazil, for in the absence of such a coordinated effort, Depo-Provera would be available to only upper-income, breast-feeding women whose only source of information on the method would be private physicians. The partnership will bring Depo-Provera to a broader segment of Brazil's women.     

Business Ethics in a Transition Economy: Will the Next Russian Generation be any Better?

This study investigated students’ perceptions of ethical organizational climates, attitudes towards ethical issues, and the perceived relationship between ethical behavior and success in business organizations. Comparisons were made between the attitudes of these future managers with previously published studies of Russian managers’ attitudes. A survey of 100 business students in three Moscow universities showed that their attitudes toward ethical behavior were more negative than those of Russian managers. No significant differences were found in the perceptions or attitudes of students who had attended an ethics course and those that did not. The implications for both managers and researchers were reported.     

Online Marketing: A Boon or Bane for Business in Singapore?

This paper examines the impact of e-commerce through online marketing among the multi-national corporations in Singapore. A survey was carried out to examine the differences between online and traditional marketing strategies, to explore the possibility of online marketing replacing traditional marketing, and consequently, the future of online marketing in Singapore. The findings reveal that MNCs do adopt different marketing strategies, both online and offline, in aspects of product, price, place, promotion, people, physical evidence and promotion. Results indicate that online marketing is still in its infancy in Singapore. Although most MNCs are not selling online but some plan to do so within twelve months.     

Patent protection in the South: Is there a case for nondiscrimination?

We evaluate in terms of equilibrium world welfare the principle of national treatment (NT) in Southern patent protection. We use a variety-expansion model with R&D in North and South, and with Southern imitation targeted at both foreign and domestic innovations. In the short-run of Northern economy, NT can never dominate discrimination in the sense of generating a higher world welfare, and it tends to be dominated by discrimination. In the long-run of Northern economy, we obtain three results. First, under free trade, NT is favorable to the North while discrimination is favorable to the South. Second, if the entry cost of Northern R&D market is high and the strength of protection for Northern innovation under discrimination is not that weak, then NT is strictly dominated by discrimination, no matter whether trade barriers exist or not. Third, if trade barriers are sufficiently large, then NT dominates discrimination only when the strength of protection for Northern innovation under discrimination is weak; otherwise, NT is strictly dominated by discrimination.     

Business Performance in the UK Hotel Sector - Does it Pay to be Market Oriented?

This article reports the findings ofa postal survey of 200 of the UK's largest hotel groups. The results clearly indicate that many organisations have yet to achieve a market orientation and that a focus on competitors is frequently absent. Thirty five per cent of hotels remain sales oriented, although no adverse effects on performance would yet appear to be evident. This study found no link between the degree o f market orientation attained and the performance o f the business as measured by profitability and turnover.     

‘Though it is but a promise’: Business probity in Arnold Bennett's Anna of the Five Towns

Noting the increasing interest amongst business historians in the socio-cultural dimensions of business, this article presents a reading of Arnold Bennett's early twentieth-century novel Anna of the Five Towns. The purpose of the article is both to explore the evidential value of cultural representations, such as the novel, in relation to issues currently to the fore in business history, such as trust, and also to act as a means through which to examine some of the biases and assumptions present in the literature. Thus the article speaks also to issues of historiography.     

“Greed is good” ... or is it? Economic ideology and moral tension in a graduate school of business

This article reports the results of an exploratory investigation of a particular area of moral tension experienced by MBA students in a graduate school of business. During the first phase of the study, MBA students' own perceptions about the moral climate and culture of the business school were examined. The data gathered in this first part of the study indicate that the students recognize that a central part of this culture is constituted by a shared familiarity with a set of institutionally reinforced premises about human behavior and motivation including the ideas that: 1) people are self-interested utility-maximizers, 2) individuals should be unimpeded in their pursuit of their own self-interest through economic transactions, and 3) virtually all human interactionsare economic transactions. The data further indicated that the business students experience a degree of tension between this ethic of self-maximizing and the everyday ethics prevalent in our broader culture, in which altruism and selflessness are central elements. The final section of the study was an effort to see whether and how these institutionally sanctioned premises were integrated into the students' arguments about the relationship between self-interest and social responsibility.Janet S. Walker is currently a PhD candidate in The University of Chicago's Committee on Human Development. Previously, Ms. Walker worked in both public and private sector organizations, conducting economic research in the United States and abroad. Ms. Walker's current research focusses on understanding economic activity as meaningfully embedded in a psychological and cultural context. Ms. Walker is also pursuing certification in clinical psychology.     

Close to the customer: But is it really a relationship?

Everyone is developing relationships. Customers are being invited to have relationships with telephone companies, banks, auto dealers, airlines, and other suppliers of products and services. Relationship marketing is being touted as an effective strategy to guide companies into the next millennium. Recently there has been widespread reference to relationship marketing in the popular literature, and the concept has been embraced by many companies and organizations. There is little consensus, however, on what the concept means and even less consistency in how it is practised. What is relationship marketing? Practising marketers and articles in the trade press use the term in one way, while authors in academic journals seem often to be referring to something quite different. This paper reviews how the concept has been viewed by marketing authors and draws from social psychology to shed light on the characteristics of relationships. Some insights are drawn from a preliminary analysis of the results of focus group interviews that suggest how consumers describe their relationships with businesses.     

The future of marketing: brightest star in the firmament,or a fading meteor? Some hypotheses and a research agenda

Excellent marketing has always emanated from a deep understanding of consumer needs and expectations, combined with their right to be informed, protected and their right to quality of life. Evidence for this fundamental bedrock of marketing is provided. The problem is that in 2009 "marketing" just doesn't mean "good marketing", or even "honest marketing" and is widely seen as "mismarketing" in practice, largely the result of marketing's demotion to promotion and puffery. Evidence is provided for this view. The paper then makes some suggestions about possible new initiatives/directions for the discipline. These are:

? the name marketing itself

? making the discipline truly professional

? making marketing fully accountable for its expenditure

The accountability issue, however, is, in the author's view, the principal way to rescue the discipline from demise, so the bulk of the paper concerns this issue and sets out an agenda for research.     

“All Business is Glocal”: The future of the automotive industry

Daimler AG is a globally leading producer of premium passenger cars and heavy- and medium-duty trucks. Dr. Dieter Zetsche, Chairman of Daimler AG and Head of Mercedes-Benz Cars, was interviewed by Dr. Christian Schmitz, Head of Business-to-Business Marketing at the University of St. Gallen.     

Paternalism in the marketplace: Should a salesman be his buyer's keeper?

The marketplace has become increasingly sophisticated. Products and services are more complex resulting in greater customer reliance on salespersons for guidance. The salesperson's role presumes superior knowledge with respect to the buyer because he is consulted as an expert on the quality and uses of his product. Thus, it is important that a tacit professional ethic for sales be established to protect customers from possible exploitation. The purpose of this article is to propose a realistic professional ethic for sales — limited paternalism. Limited paternalism implies that a salesman should be his buyer's keeper in the sense that he should serve the interests of his customers by identifying their needs, while disclosing all relevant information about products or services in order to facilitate mutual exchange to mutual advantage.James M. Ebejer, after studying psychology and philosophy as an undergraduate, received his M.B.A. from Oakland University in 1986. Mr. Ebejer has recently begun a sales career in the ROLM Systems Marketing Division of IBM.Michael Morden received his Ph.D. from Columbia University and is serving as a Visiting Assistant Professor at Oakland University where his courses include Medical Ethics and Business Ethics.     

Exploring the changing role of brand archetypes in customer-brand relationships: Why try to be a hero when your brand can be more?

For over 20 years, managers have been encouraged to leverage archetypal meaning to strengthen their brands. Prior research has studied archetypes as universal patterns present in the collective unconscious that trigger an instinctive response in customers, arguing that brands should evoke one archetype at a time. However, recent evidence seems to suggest that the single archetype view proposed in previous work may have lost its relevance in the marketplace. This article responds to calls for further research into brand archetypes by analyzing more than 2,400 brands and the archetypes they evoke in their marketing communications. The current findings support the continued relevance and importance of brand archetypes in marketing, showing that brands connect with customers by consistently evoking specific archetypes. Critically, however, strong brands tend to leverage multiple archetypes at a time rather than just one as previously believed. We explore key implications of our findings for theory and management, discuss avenues for future research, and provide actionable guidelines for managers wishing to leverage archetypal meaning to build strong brands.     

“Take it or leave it?”: Evidence on cultural differences affecting return behaviour for Gen Z

Both culture and age have a direct impact on consumers' shopping behaviour. Similarly, this paper explores consumers’ return behaviour in two different cultural contexts, China and Italy, characterized by low/high individualism vs. high/low collectivism. To this end, the research employs a qualitative approach based on semi-structured interviews collected in May and June 2020 for a sample of Generation Z consumers in China and Italy. Results show differences and similarities affecting consumers' willingness to return in the different stages of effective purchase behaviour. For instance, in the pre-purchase stage, Chinese consumers often show a limited interest in return policies since they usually prefer not to return and repurchase otherwhere the product to maximize their cost-benefit trade-off. In contrast, when retailers adopt return policies, Italian consumers are more interested in feeling protected against the risk of wrong purchases. Instead, both samples are very attentive in return and refund efficiency in the post-purchase stage, which are perceived as two discriminating factors in terms of repurchase from the same retailers.This study offers theoretical and managerial insights towards consumers' return behaviour, offering new directions for future studies.