The role of marketing in the introduction of technologically new products: the case of the electric car

The energy and environmental crises are important problems facing the United States today. With less than 6% of the world's population, the U.S. accounts for 47% of the world's automobiles and nearly 35% of the total energy demand. Automobiles consume nearly 14.5% of the total energy demand and are the major source of air pollution. Whiel there are many potential solutions for the energy and environmental crises, this paper specifically focuses on how the electric car can be a partial answer to the complex problem of personal transportation. The paper specifically discusses the role of marketing in bridging the gap between technology and the consumer. On the basis of an extensive exploratory study, the authors contend that there is sufficient interest among consumers for an economical, pollution-free, electric car. Understanding the consumer's need and developing a product that is feasible, considering existing technology, is the role that marketing must play.     

The marketing concept in perspective

A re-evaluation of the marketing concept appears to be in the making. The focus of research designed to facilitate this re-evaluation is likely to be of considerable importance to the future development of marketing theory. Research designed to better define the role and scope of the marketing concept seems to offer the most promise. Such research would be an aid to determining where the marketing concept should fit into a comprehensive theory of marketing. Limitations of the marketing concept are well documented in the literature suggesting a need for a broader framework of marketing theory. It seems imperative that academicians accept the responsibility for developing a more comprehensive general theory of marketing, one relevant to both the micro and macro aspects of a functioning system. Such flexibility seems to be a minimal requirement.     

Changes in the theory of interorganizational relations in marketing: Toward a network paradigm

The marketing environment in the 21st century promises to be knowledge rich and very turbulent. The classic, vertically integrated, multidivisional organization, so successful in the 20th century, is unlikely to survive in such an environment. The evidence indicates it will be replaced by new forms of network organization consisting of large numbers of functionally specialized firms tied together in cooperative exchange relationships. This article explores the characteristics of four types of network organization that may represent prototypes of the dominant organizations of the next century. These include the internal market network, the vertical market network, the intermarket network, and the opportunity network. The economic rationale and the types of coordination and control mechanisms driving network organizations are very distinct from those studied under the current exchange or dyadic paradigm. This article analyses the kinds of changes involved in key variables and their meanings in moving from a dyadic view of exchange to a network view. Prior to joining the faculty of The George Washington University in 1991, he was on the faculty of the University of Notre Dame. His areas of research interest include interorganization theory and marketing strategy. His articles have appeared in theJournal of Marketing, Journal of Marketing Research, Social Science Research, Journal of Business Strategy, Journal of Public Policy and Marketing, and various other publications. He is a member of the editorial review board of theJournal of Marketing.     

The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy

Marketing’s evolution toward a new dominant logic requires the focus of marketing to be on the intangible, dynamic, operant resources that are at the heart of competitive advantage and performance. First, building on resource-advantage theory’s notion of basic resources and higher-order resources, this article proposes a hierarchy of basic, composite, and interconnected operant resources. Second, reviewing research on business strategy and marketing strategy, several resources that correspond to the proposed hierarchy are identified and discussed. Third, the notion of developing masterful operant resources is introduced. Fourth, based on the proposed hierarchy and the notion of masterful operant resources, some exemplars of potential research avenues for marketing strategy are provided. Finally, the article concludes with the discussion of implications for marketing practitioners, researchers, and educators. In sum, this article extends and elaborates the concept of operant resources in the service-dominant logic of marketing.     

The risks connected with accidents on highways and railways

Quality & Quantity - Safety in an integral sense is a comprehensive tool by which the humans ensure the level of their security and the sustainable development of them and of other basic public...