Marketing strategy: An assessment of the state of the field and outlook

This article provides an assessment of the state of the field of marketing strategy research and the outlook. Using institutional theory, the authors develop an organizing framework to serve as a road map for assessing research in marketing strategy. Their assessment of the state of the field based on a review of extant literature suggests that significant strides in conceptual development and empirical research have been achieved in a number of areas. Several recent developments in the business world, including deconglomeration and increased organizational focus on managing and leveraging market-based assets such as brand equity and customer equity, suggest that marketing is likely to play a more important role in charting the strategic direction of the firm. However, the theoretical contributions of the field to the academic dialogue on strategy leave much to be desired. P. Rajan Varadarajan (Ph.D. University of Massachusetts, Amherst) is a professor of marketing and the Jenna and Calvin R. Guest Professor of Business Administration at Texas A&M University. His research interests are in the areas of corporate, business, and marketing strategy; marketing management; and global competitive strategy. His research has been published in theJournal of Marketing, theJournal of the Academy of Marketing Science, theAcademy of Management Journal, theStrategic Management Journal, Sloan Management Review, California Management Review, Business Horizons, and other journals. He is coauthor of a textbook entitled,Contemporary Perspectives on Strategic Market Planning. He served as editor of theJournal of Marketing from 1993 to 1996. He currently serves on the Board of Governors of the Academy of Marketing Science, as Chairperson of the Marketing Strategy Special Interest Group of the American Marketing Association, on the Editorial Review Boards of theJournal of Marketing, Journal of the Academy of Marketing Science, and theJournal of International Marketing, and as an ad hoc reviewer for a number of journals in themarketing and management disciplines. In recognition of his research and publications, in May 1994, he was awarded the Texas A&M University Distinguished Achievement Award for Research, the highest honor the University bestows. Satish Jayachandran is a doctoral candidate in marketing at Texas A&M University. His research interests include competitive behavior of firms and the impact of organizational performance on subsequent managerial and firm behavior. His research is forthcoming in theJournal of Marketing and has been presented at American Marketing Association and Academy of International Business conferences. His professional experience spans sales and channels management in the computer industry and account management in advertising.     

Generic properties of the core and equilibria of pure exchange economies

We show that for an open dense set of markets with a continuum of traders the number of equilibrium allocations [which by the celebrated theorem of ^{Aumann (Econometrica. 1964, 32. 39–50)} coincide with the core allocations for such markets are finite. This presents a limiting case result that complements similar asymptotic theorems for cores of large economies proved by ^{Bewley (Econometrica 1973, 41, 425–454)}, and ^{Dierker (Journal of Mathematical Economics 1975, 2. 155–169)}. If we require that the measure on the space of agents be one with a finite number of atoms of equal weight, our reasoning recovers the classical results obtained by ^{Debreu (Econometrica. 1970. 38, 387–392)} for economies with a finite number of agents.     

Exploring the Case for Monetary Integration between the Chinese Mainland and Hong Kong

This paper presents an empirical investigation on an important policy issue, namely, whether there is any evidence supporting monetary integration between the Chinese mainland and Hong Kong. We follow two lines of inquiry. First, we present a series of simple tests to find the extent to which trade and/or financial linkages exist between the two regions. Second, we use simple inflation and output differentials and structural VAR techniques to test for the degree of business cycle synchronization between the two regions. The results indicate that there is evidence supporting the existence of trade linkages and that there is also support for the possible synchronization of business cycles. We discuss the implications of this for monetary integration between Hong Kong and the mainland.     

Capital Inflows Problem in Selected Asian Economies in the 1990s Revisited: The Role of Monetary Sterilization*

This paper develops a simple model to examine the reasons behind the capital inflow surges into selected Asian economies in the 1990s prior to the financial crisis of 1997–98. The analytical model shows that persistent uncovered interest differentials and consequent capital inflows may be a result of complete monetary sterilization, perfect capital mobility, sluggish response of interest rates to domestic monetary disequilibrium, or some combination of all three. Using the model as an organizing framework, the paper undertakes a series of related simple empirical tests of the dynamic links between international capital flows, the extent to which they are sterilized and uncovered interest rate differentials in the five crisis‐hit economies (Indonesia, Korea, Malaysia, the Philippines and Thailand) over the period 1990:1–1997:5.     

A logistics model for emergency supply of critical items in the aftermath of a disaster

This paper proposes a logistics model for delivery of prioritized items in disaster relief operations. It considers multi-items, multi-vehicles, multi-periods, soft time windows, and a split delivery strategy scenario, and is formulated as a multi-objective integer programming model. To effectively solve this model we limit the number of available tours. Two heuristic approaches are introduced for this purpose. The first approach is based on a genetic algorithm, while the second approach is developed by decomposing the original problem. We compare these two approaches via a computational study. The multi-objective problem is converted to a single-objective problem by the weighted sum method. A case study is presented to illustrate the potential applicability of our model. Also, presented is a comparison of our model with that proposed in a recent paper by Balcik et al. [6]. The results show that our proposed model outperforms theirs in terms of delivering prioritized items over several time periods.     

Marketing Strategy in an Internet-Enabled Environment: A Retrospective on the First Ten Years of JIM and a Prospective on the Next Ten Years

During the past decade, developments such as the rapid growth of the Internet, digitization of information products, and digitization of the information attributes of non-information products, has necessitated businesses to fundamentally rethink, as well as institute major changes in, their marketing strategies. Against this backdrop, we present a critical assessment of extant research on marketing strategy in an Internet-enabled environment viewed through the lens of research published in previous volumes of the Journal of Interactive Marketing (JIM), and speculate on the future of interactive marketing in the contexts of marketing practice, research in marketing and marketing education. Looking back, it is evident that marketing strategy and marketing operations have been transformed by the Internet in many ways. Looking ahead, it can be expected that marketing strategy and marketing operations will be even more extensively integrated and blended in the Internet-enabled market environment in the future.     

The Role of Information and Opportunism in the Choice of Buyer-Supplier Relationships

An important characteristic of any buyer-supplier relationship is the amount and type of information that is exchanged between the contracting parties. Buyer-supplier networks are characterized by greater information exchange than arm's-length transactions. This enhanced information exchange allows for greater production efficiency but increases the potential for information misappropriation. In this paper we characterize the set of innovations for which each of these forms of exchange relationships is efficient. We then explore the effect of an initial information linkage between the buyer and supplier. Such linkages increase the set of innovations for which networks are efficient. However, such linkages have a negative effect on the buyer's incentive to innovate and an ambiguous effect on the supplier's incentive to invest in flexible production techniques. Finally, we identify settings in which the buyer-supplier surplus is greater with such linkages.     

Singapore’s Bilateral Merchandise Trade Linkages with Japan and the United States: Trends,Patterns and Comparisons

This paper analyses and compares trends and patterns in Singapore’s bilateral merchandise trade relations with its two largest trading partners, Japan and the United States (US). Over the period 1976-1992, the analyses reveal that both Japan and the US have been relatively over-represented as Singapore’s trade partners. However, whereas Singapore’s trade with Japan has become more intensive in recent years, that with the US has become less so. Computations reveal that the degree as well as level of Singapore’s intra-industry trade with the US has exceeded that with Japan. Nevertheless, while the degree of Singapore’s intra-industry trade with Japan has been consistently increasing since 1981, bilateral trade with the US since 1987 has become increasingly inter- rather than intra-industry. The important nexus between trade and FDI is also highlighted.