Relational marketing throughout the history of commercial exchange: Blind spots in marketing’s origin story

Abstract

Although marketing is commonly theorized to have originated at the dawn of exchange itself, few scholarly articles explore the history of marketing beyond this cursory recitation of the commonly accepted origin story of the field. The evolution of complex commercial exchange is presented as a natural outgrowth of the development of human society as opposed to the willful and intentional efforts of early merchants. Using disparate and archaic sources, this article synthesizes historical accounts and archival information to show that entrepreneurs have always practiced relational marketing from prehistoric eras and continued to do so throughout pre-industrial and post-industrial eras when the bulk of the literature claims that the scale of modern production rendered relational marketing ineffective and nearly obsolete. In doing so, we add to the virtually non-existent literature documenting entrepreneurial marketing in the early, pre-industrial history of commerce.     

Exporting to fragile states in Africa: Firm‐level evidence

This study analyses the effect of fragility in destination markets on firm export behavior and the role of firm size in mediating adverse outcomes. The analysis is conducted using firm transaction data on Kenyan exports to Africa over the period 2004–2013. The analysis reveals that fragility negatively affects a firm's decision to enter a given destination market, reducing Kenya's bilateral trade flows to African countries. Larger firms are more resilient to destination shocks in fragility and are less likely to exit. These results are robust to alternative measures of destination fragility, and the exclusion of bordering countries and the East African Community partner states. Our analysis reveals that the effect of business fragility (regulatory quality, government effectiveness, and control of corruption) dominates that of political fragility (voice and accountability, rule of law, and political stability), although both effects are negative and significant.     

Inter-firm R&D collaboration within and across national borders

We set up a model to investigate the strategic aspect of a firm's incentive to collaborate in cost-reducing R&D with either a local or a foreign partner. We argue that collaboration with a foreign firm is preferred to collaboration with a local firm if the extra profits generated by a foreign collaboration exceed the additional cost of coordinating collaboration across national borders. We show that foreign collaboration is more likely the bigger the home market size of the foreign firm and, given certain conditions, the higher the international trade cost. We also show that whenever a foreign collaboration arises in equilibrium, it is efficient (i.e., world-welfare-maximising) and that there are cases where (a) a foreign collaboration would be efficient but a local collaboration emerges in equilibrium, and (b) an efficient foreign collaboration emerges in equilibrium, but one of the countries would prefer a local collaboration. We briefly consider the policy implications of these findings.     

The growth paradox,sustainable development,and business strategy

Economic growth is a two-edged sword. Expanding economies and industries create wealth and employment, but global economic expansion is having unprecedented deleterious impacts on vital planetary systems. Despite this, the core strategic goal of all economies and many businesses continues to be the pursuit of ongoing economic growth. To resolve this paradox, a reconceptualization of firm-level growth is presented. I describe and discuss the organizational characteristics of the growth paradox and follow this with a metatheoretical review of economic, organizational, and ecological perspectives on growth. From this review, a typology of firm-level strategy is developed that radically reconceptualizes business growth as developmental activity primarily concerned with social–ecological flourishing. The features of this typology and its implications for business strategy are discussed according to three principles that emerged from the analysis: multidexterity, resilience thinking for design, and inclusive balance (embeddedness). Together, these strategy principles form the prerequisite management competencies needed for the development, implementation, and evaluation of sustainable business strategies. Transformative firm-level responses to the growth paradox are needed if sustaining forms of organizational growth are to be achieved and this paper presents a novel integrative framework for informing those strategies.     

Structure and Culture Change In Two Uk Organisations: A Comparison of Assumptions,Approaches and Outcomes

Christopher Mabey and Geoff Mallory, who are respectively Head of and Research Fellow at the Open University Business School's Centre for Human Resource and Change Management, focus on attempts to modify behaviour and cultivate new competencies through cultural and structural change. They explore these issues, first, theoretically, by reviewing the growing body of relevant literatures and, second, empirically, by analysing two case organisations – the General Motors-Isuzi joint venture, IBC Vehicles Ltd, and Grampian Health Board – which adopted very different approaches. In both cases, they consider what assumptions underpinned the change processes, what human resource strategies policies were pursued, and what outcomes were apparent.     

HEDGE FUNDS: WHAT DO WE KNOW?

Hedge funds are attracting increased attention because of their reputation for earning superior (risk-adjusted) returns. Hedge Fund Research Inc. estimates that in 2001 there were about 7,000 hedge funds with investor capital of about $600 billion. And yet the diversity of hedge funds, combined with a general lack of transparency, makes the hedge fund industry something of a "black box."
This article provides an overview of the legal structure of hedge funds, the various fund investment strategies, and the existing research on overall hedge fund performance. Without uniform and comprehensive reporting requirements, it is difficult to ascertain the size and scope of hedge fund investments. Nonetheless, current research provides persuasive evidence that hedge funds earn positive risk-adjusted returns, on average, in contrast to their counterparts in the mutual fund industry. In an attempt to explain these higher returns, the authors begin by noting that hedge funds are subject to considerably less regulation than other investment institutions because their client base is limited to wealthy individuals and institutions. Hedge funds can thus employ investment strategies that mutual funds and pension funds are prohibited from pursuing, such as short selling, high leverage, derivatives, concentrated holdings, and limited redemptions. As a result, the funds may be able to earn excess returns by operating in illiquid and specialized markets where there is a shortage of arbitrage capital. At the same time, and perhaps even more important, hedge funds are in a better position than conventional mutual funds to attract skilled managers because of their use of performance-based incentive fee structures.     

Developing technologically induced environments: the case of the Nigerian banking sector

This paper addresses issues regarding prevalent values and themes in technologically induced environments in terms of planning, development, and implementation. Emerging themes (efficiency, usability, control, and security) are debated and developed in relation to underpinning values (quality, education, and reach/concern) which provide a comprehension of technological adoption in the developing economy of Nigeria. In addition, problems relating to new product development, innovation processes, synthesising marketing technologies, and strategic planning are investigated and explored. Discussion on technological adoption and use produces diverse perspectives and interpretations, which consequently prompts questions on its nature and understanding in developing societies. Assessing life-world perspectives and interpretations through phenomenological hermeneutics and consumer and communication models this study examines levels of technologically induced customer services in the banking services sector from a Nigerian perspective.     

Risk and adventure education

Fire, an ever present hazard in Australia, causes approximately 100 fatalities and over 3000 injuries per annum. Significant resources are allocated to mitigate the risk. In this study, we estimate the total cost of fire in Australia for 2005 at AUD$12,000 million or 1.3% of GDP. Comparable studies in the UK, USA, Canada, Denmark and New Zealand are reviewed and show that the cost in these countries ranges between 0.8 and 2% of GDP. Breaking the Australian total down into its component parts, we find that 57% relates to costs in anticipation of fire, 29% for response activities and that the remaining 14% results from the consequences of fire. This estimate shows that the investment in mitigation (86% of the total costs) is over five times the consequences (14%) and raises questions as to whether the current system adopted in Australia is economically efficient.     

Book Review

The Routledge Companion to Accounting History. Editors: John Richard Edwards and Stephen P. Walker. Routledge, Taylor &; Francis Group, London and New York. 2008. xvii and 619 pp. ISBN 9780415410946. £125.