Using Information as a Basis for Segmentation and Relationship Marketing: A Longitudinal Case Study of a Leading Financial Services Firm

An important concern for service businesses is how to develop an appropriate segmentation and relationship marketing strategy that is tied to the value contribution of the customer base. This article presents a case study of the relationship marketing strategy for a division of a leading, worldwide financial services provider. The case firm segments customers into three tiers, using a framework similar to the one established by Berry and Parasuraman. Potential revenue from the customer is the primary segmentation variable used to assign customers to one of the three tiers, while the customer service response is tailored for each tier based upon customer information capabilities and needs. Although information is normally thought of as a supplemental service, rather than a core service, this case study shows how information is central to providing effective customer service and is a key to relationship marketing. The study also demonstrates how social and structural bonds can be used to refocus a customer's thinking from a cost perspective to a value perspective.     

Older people and convenience in meal preparation: a European study on understanding their perception towards vegetable soup preparation

A sample of 768 seniors over 65 years, living in eight European countries, was interviewed to investigate perceptions, preferences and attitudes towards convenience in preparation of vegetable soups. In each country, a range of seven vegetables soups varying in preparation levels required before consumption was identified. The first part of the interview (in‐depth interview) was carried out by using the Repertory Grid Method, an effective method to describe perceptions of foods using consumers' own language. Overall, vegetable‐related foods with convenience in preparation were perceived in similar ways across the countries. Older adults tended to describe ready vegetable soups mainly making associations related to preparation, rather than on their own preferences and evaluations. Conversely, fresh vegetables requiring all preparation or considerable preparation (cut fresh vegetables) were mainly associated with attributes such as taste, freshness, health benefits and familiarity with the product. The second session of the interview was based in part on the Theory of Planned Behaviour. A component measuring the extent to which it is felt necessary to eat convenience foods (perceived need) was assessed as well. Generally speaking, older people did not seem to view positively the consumption of convenience foods. Additionally, they did not feel the need to consume these products nor do they have the intention to consume them in the forthcoming month. Pleasure associated with performance of the behaviour was the most important determinant of intention to eat convenience foods in Germany, Denmark and Sweden. Perceived need was the most important factor in determining the intention to eat convenience foods in the UK, Poland and Portugal. Perceived control and subjective norms were the most important factors influencing the intention to eat convenience foods in Italy. The encouragement of consuming ‘ready‐meals’ might represent an opportunity to have healthier food choices and to reduce the risk a monotonous diet for older people who cannot or do not know how to cook, combined with a low interest in food‐related activities such as cooking.     

Western Australian Managers Tell Their Stories: Ethical Challenges in International Business Operations

This paper investigates the ethical challenges facing managers in Western Australia. It identifies the ethical issues that managers confront in international business. Managers in this research have identified a number of significant ethical issues when discussing the ethical incidents that occurred in their international dealings. The research shows a degree of congruence between managers' experiences and establishes the main ethical dilemmas encountered, how they felt and actions taken when confronted with an ethical dilemma.     

The Development of Female Global Managers: The Role of Mentoring and Networking

This paper explores the role of mentoring and networking in the career development of global female managers. The paper is based on data collected from interviews with 50 senior female managers. The voices of the female managers illustrate some of the difficulties associated with informal organisational processes, in particular mentoring and networking, which hinder their career development. The findings confirm that female managers can miss out on global appointments because they lack mentors, role models, sponsorship, or access to appropriate networks – all of which are commonly available to their male counterparts. The interviewees suggest that men, as the dominant group, may want to maintain their dominance by excluding women from the informal interactions of mentoring and networking. The findings further suggest that if females had more access to networks and mentors they could be socialised in both the formal and informal norms of the organisation and gain career advantages from these. The managers reveal that they encounter additional barriers in ‹a man’s world’ and remind us that there is still much to be changed.     

A cricket ground or a football stadium? The business of ground sharing at the Adelaide Oval before 1973

Before 1973, cricket and Australian Football used the Adelaide Oval for major games during their respective seasons. Football’s popularity as a spectator sport prompted its organising body to seek to build an improved stadium, but cricket authorities controlled the asset and acted to maintain its specialised character as a cricket ground. A case study of how the gains from a shared capital good are negotiated when asset controllers and users have different objectives is provided. A series of counterfactual scenarios based on football remaining at the Oval is constructed from archival sources and their outcomes projected based on data in financial reports.     

Effects of Relational Capabilities and Power Asymmetry on Innovativeness and Flexibility of Sub‐Sahara Africa Small Exporting Firms

The objective of this study is to examine the effects of relational capabilities and exercise of power on innovativeness, flexibility, and performance of Sub‐Sahara Africa small exporters. Data from a sample of 206 small fresh produce suppliers in Zimbabwe that had long‐term relationships with retail buyers in export markets were analyzed using structural equation modeling. Findings suggest that long‐term cooperation between small suppliers and buyers negatively influenced innovativeness and flexibility. However, trust and commitment, as well as dependence, positively impacted innovativeness of small suppliers but had negative effects on flexibility. Further, innovativeness negatively influenced firm performance, whereas a positive link emerged between flexibility and performance.