A suggested taxonomy for marketing thought: The case of lacking applied development and research in marketing

An examination of marketing literature reveals a surpricing deficiency of articles discussing theoretical applications in marketing. These deficiencies are largely in the area of specific, practical, everyday applied marketing. This article casts the literature into an overall taxonomy of marketing thought and development, highlighting the deficiency. Then the article discusses the deficiency positing reasons for its continued existence. It is thought that such a taxonomy might better help marketers identify critical need areas that might well result in unusually productive findings and advances important to all marketers. EDITOR'S FOOT-NOTE: Reviewers have agreed that marketing has no Taxonomy and needs one, but that a full study and statement would be a Herculean task. The paper published here is presented as a beginning and, as the author himself states, “in the hope to stir controversy, debate, and effort.”     

Emerging Market Multinationals: Coopetition for Global Growth

Since the dramatic geopolitical shift toward liberalization in the last century, emerging‐market multinational enterprises (EMNEs) have become major players in global markets and continue to account for an increasing share of global foreign direct investment (FDI) flows. Given this trend, the questions of how and why EMNEs pursue FDI deserve greater attention. This article builds on recent work that uses resource dependence theory (RDT) to explain EMNE internationalization strategies. We propose that EMNEs, while often resource deficient relative to their developed‐market competitors and, therefore, more dependent on others in the external environment, are uniquely positioned to overcome these deficiencies over time through simultaneous cooperation and competition—coopetition—with their global rivals and host‐ and home‐country governments. These propositions contribute to the EMNE internationalization literature by more fully incorporating RDT into current theories of internationalization, highlighting the importance of managing dependencies over time to maximize global growth. © 2015 Wiley Periodicals, Inc.     

Using the Pack‐and‐a‐Half Rule to Eliminate Backroom Inventories in Retail Operations

In the retail industry, backroom inventories are typically associated with higher labor costs and greater operational complexity. Thus, retailers look for ways to eliminate backroom inventories. A heuristic used for this purpose is the pack‐and‐a‐half rule which suggests that the shelf space allocated for a product should be at least 50% larger than the case pack quantity in which the product is delivered. Despite its popularity among retailers, the pack‐and‐a‐half rule has been ignored in the academic literature. We introduce the pack‐and‐a‐half rule, assess its impact on a retailer's profits, identify cost, demand, and product characteristics driving this impact, and propose a modification. Based on an analysis of data obtained from a retailer on 1,986 SKUs in 20 categories, we find that the pack‐and‐a‐half rule decreases a retailer's profits, on average, by 10% when applied uniformly across all SKUs. Further, this decrease is significantly affected by product depth, product width, demand elasticity, case pack quantity, and inventory carrying cost. Finally, we develop a set of modifications based on these variables where the pack‐and‐a‐half rule is applied selectively and in a stepwise fashion. These modifications limit the decrease in a retailer's profits to a range between 6% and 7%.     

Role of Shopping Values and Web Atmospherics in E-Satisfaction and Repurchase Intention

Expected to touch US$55 billion in 2016, the e-commerce market in India presents an unprecedented growth opportunity for retailers. Existing studies have identified factors influencing shoppers’ online behaviour pertaining to the developed economies. Hence, it becomes pertinent to validate these antecedents for the economies like India. The article addresses this gap by examining the role of shopping values and web atmospherics, on e-satisfaction of Indian shoppers. Using multiple regression analysis, it also examines the influence of e-satisfaction on repurchase intention. The findings suggest that effectiveness of information content has the most significant impact on e-satisfaction. Web entertainment, utilitarian values and web informativeness are the other influencing factors. Contrary to the earlier studies, this study didn’t find any influence of hedonic shopping values on shoppers’ satisfaction. Also, e-satisfaction was found to have a positive influence on repurchase intention of e-shoppers. The article suggests select strategies that can be adopted by e-retailers.     

Responsible Leadership: Pathways to the Future

After defining the essential elements of Aristotelian citizenship, the article proposes to apply these criteria in its search for the equivalent of a citizen within the corporate polis. It argues that shareholding managers are the best positioned among a firm’s constituents or stakeholders in fulfilling the role of corporate citizens. Greater participation by management not only in the control but also in the ownership of firms brings about benefits for the firm as a whole and for the managers themselves, as organizational citizenship behavior literature, among others, suggests.     

We share; we connect: how shared brand consumption influences relational brand connections

This research examines how married consumers form relational brand connections. Findings from two studies contribute to research on identity‐related brand consumption by showcasing how shared brand consumption and marital satisfaction influence relational brand connections and the perceived importance of the brand to the marital relationship. This research has important theoretical contributions and managerial implications. From a theoretical perspective, the authors show how consumers incorporate brands into their interpersonal relationships through shared brand consumption and that relational brand connections influence brand‐related outcomes, such as brand attitudes, purchase intentions, brand affect, and brand separation distress. From a managerial perspective, the findings highlight the importance of considering relational aspects of brand consumption when designing branding strategy and advertising appeals.     

Game-theoretic properties of Final-Offer Arbitration

Final-Offer Arbitration (FOA) is a dispute settlement procedure in which an arbitrator chooses one side's final position as the resolution. Game-theoretic models of FOA in two-sided interest disputes are reviewed, especially models of the disputants' final offer choices under uncertainty about the arbitrator's preferences. The extent to which the Brams-Merrill Theorem (1986) reveals optimal strategic behavior under FOA, and the implications for efficiency and equity, are assessed. Analysis of a model not satisfying the hypotheses of the Theorem suggests that, for some arbitrators, FOA can have an undesirable tendency. Another game model is used to address the question of how disputants' differential risk-aversion is reflected in their strategic behavior, and in the fairness of FOA outcomes. This calculation clarifies some apparently contradictory empirical evidence about FOA.