Marketing of competence: Exploring the resource-based content of value-for-customers through a case study analysis

In this article, we propose a competence-based view of value-for-customer in business markets. While literature in both strategy and marketing has provided many insights to understand the competence-based roots of value creation, the interface between the two areas is still largely unexplored. Moreover, while the notions of competence exchange and value creation feature strongly in the relational perspective, they occur only once relationships have been established. This begs the question whether competencies could be developed outside established relationships, and then marketed to guide customers' buying behavior. Basing on three case studies from the yarn manufacturing, IT systems, and automotive components industries, we identify key features of competence-based marketing: the alignment of supplier's competencies with the customer's business processes, the experiential communication of supplier's competencies, and the delivery of competencies to the buyer's business processes. Within the strategies for creating value-for-customers, these findings contribute to the understanding of the use of competencies to induce purchases.     

Customer segments as moving targets: Integrating customer value dynamism into segment instability logic

Segmentation is a mature concept in marketing strategy that continues to receive significant attention from managers and scholars alike. The key goal in segmentation is identifying and reaching profitable segments with products and services that meet the common needs of these customers. However, a fundamental issue needing rigorous attention is that customers' needs are dynamic and can induce segment instability. The purpose of this paper is to draw focus to segment instability in business-to-business markets by conceptually exploring its theoretical underpinnings and integrating related theory on customer value change to propose an agenda for future research.     

Concerning trust and information

Communication and the associated information exchanges are key drivers of the development of relationships and of the trust embedded within them. This paper considers the development of business relationships in terms of the continuing co-evolution of trust and information exchange and the issues associated with researching these processes. The interconnections of trust and information exchange are examined in a survey of business relationships involving information exchange (n = 355). Analysis of variance shows few, if any, of the aspects of the standard conceptualizations of information exchange are associated with increased levels of trust. It is information exchange norms that have the greatest (positive) association with the level of trust. These norms emerge as part of the long term co-production of the relationship itself. This has important managerial implications. We conclude there are few managerial actions involving managing communication that can “manufacture” trust and improve or develop relationships in the short term. The paper concludes with a discussion of alternative ways of envisaging communication and relationship management and the nature and future of research into the evolution of business relationships.     

FOREIGN TRADE AND THE EXCHANGE RATE IN BOTSWANA

Botswana is a success story of exceptional economic performance, sound development management, and good governance. A great deal of that success can be attributed to the country's export performance and the avoidance of the 'Dutch Disease' syndrome that has plagued other natural resource based African countries. This article documents and analyzes Botswana's trade and exchange rate relationship, during the past two decades, in the context of the country's economic performance, and examines the related issue of the value of the country's currency to determine whether it is overvalued or undervalued.     

Pricing and Mispricing Effects of SFAS 131

Abstract:  We investigate the effects of the introduction of Statement of Financial Accounting Standards No. 131 (SFAS 131) on the market's valuation of foreign earnings. Thomas (1999) documents that investors discount the value of foreign earnings for US multinational companies. He conjectures but does not test the possibility that this finding is due to poor disclosure related to foreign operations. We find strong evidence that the introduction of the standard is positively associated with the pricing of foreign earnings. In addition, we use both the Mishkin (1983) test and a zero-investment hedge portfolio test and find that investors' mispricing of foreign earnings lessens (and in fact disappears) after SFAS 131. This study is one of the first attempts to show that improved disclosure reduces mispricing.     

Collaborative buyer-supplier relationships and downstream information in marketing channels

Research on buyer-supplier relationships has emphasized the importance of collaboration and business networks. We aim to study the effects of downstream information on the collaborative buyer-supplier relationship. Downstream information refers to the information a firm obtains from marketing channels, be they wholesalers, distributors or retailers. The approach allows firms to concentrate their efforts on the most relevant sources of information and not on the whole network. Survey data was gathered from the Dutch potted plant and flower industry to test this hypothesis. Our findings demonstrate that collaborative relationships are contingent on downstream information from both the buying perspective (wholesalers) and from the supplying perspective (producers).     

What's next in key account management research? Building the bridge between the academic literature and the practitioners' priorities

This research contrasts the academic literature on key account management (KAM) with the topics in this subject that are most critical to practitioners. Sixty four academic articles published in 17 journals, and ninety practitioners' articles appearing in the Velocity Magazine — published by the Strategic Account Management Association — were content analyzed and classified under ten ‘topic’ categories. Similarities and differences in the results for academics and practitioners are discussed. In addition, two specific topics were identified as being extremely important to managers but still under-researched by academics: the role of senior management in KAM, and the importance of internal alignment in determining KAM success.     

Integrating expected coverage and local reliability for emergency medical services location problems

Daskin's MEXCLP model [Daskin M. A maximum expected covering location model: formulation, properties, and heuristic solution. Transportation Science 1983;17:48-70] was one of the first efforts to capture the stochastic nature of emergency medical services (EMS) location problems within a mixed-integer formulation. With their subsequent introduction of MALP, ReVelle and Hogan [The maximum availability location problem. Transportation Science 1989;23:192-200] offered two key advances, local vehicle busyness estimates and the α-reliability objective. While these constructs have influenced many subsequent EMS location models, they have been subjected to relatively little empirical analysis. To address this, we introduce the LR-MEXCLP, a hybrid model combining the local busyness estimates of MALP with the maximum coverage objective of MEXCLP. We then solve a series of problems with all three models and employ simulation to estimate aggregate service levels. We find that LR-MEXCLP leads to modest but consistent service gains over both MALP and MEXCLP. These results support the merits of local busyness estimates, but they also suggest that the α-reliability objective may be inappropriate when seeking to maximize aggregate system response capabilities. More generally, our research underscores the utility of (a) linking modeling assumptions and goals with real-world application contexts, and (b) employing simulation or other techniques to validate theoretical results.