Organizational resources enabling service responsiveness: Evidence from Greece

This article examines the implementation of relationship marketing strategy based on a sample of business-to-business firms operating in Greece. Organizational resources, including a focus on learning and flexibility/adaptation in strategic planning, are demonstrated to be antecedents of effective relationship marketing strategies. The possession of these resources lead to superior customer performance (as measured by customer satisfaction and loyalty) and, ultimately, superior financial performance (as measured by profit levels, profit margin, and ROI). Our results provide support for the development of organizational resources that foster and enable relationship marketing in business-to-business environments since such resources are linked with improved firm performance.     

Financial statement data in assessing the future potential of a technology firm: The case of Nokia

The paper introduces a financial statement method to assess the future potential of a firm. First, the last strategic steady phase is identified. Second, growth rate for total expenditure is estimated (growth process). Third, the revenue generating potential of total expenditure is evaluated by a distributed lag function (revenue-generating process). This function is used to recalculate expenses and assets using alternative depreciation theories. Third, financial behavior is modeled by analyzing financial assets, taxation, interest expenses and revenues, and dividends (financial process). Fourth, these processes are used to assess the future potential. The method is illustrated by the case of Nokia for the period 1990-2000.     

Global marketing of industrial products: Are interpersonal relationships always critical?

The present paper examines the issue of whether interpersonal relationships are critical for global marketing of industrial products. The fields of relationship marketing, IMP group research, sales research, and network theory have stressed the importance of interpersonal relationships in the business-to-business or industrial marketing context. In contrast to this emphasis on interpersonal relationships, we argue that industrial firms can both conceive and enhance marketing strategies based on developing high quality and consistent processes, products, services or outcomes (consistent processes and outcomes). Such strategies are especially important given the fact that developing interpersonal relationships is expensive due to their reliance on frequent and/or face-to-face communications. In this paper, we examine industry and country contexts that lead to the choice of alternative industrial product marketing strategies and highlight some future research directions and managerial implications.     

论煤炭企业营销体系中的“三大支柱”

煤炭企业作为市场经营活动的主体 ,在竞争的环境下必须搞好煤炭营销“龙头”工作。煤炭市场营销是一个完整而科学的体系 ,其中的煤炭市场环境分析、用目标市场选择、煤炭营销组合设计则是这一体系中的“三大支柱” ,必须予以高度重视 ,以保证煤炭产品的适销对路和运销过程的快速、高效     

An institutional analysis of supply chain innovations in global marketing channels

The adoption of sophisticated supply chain innovations by trading partners in global channels of distribution is often limited by the institutional context of the international transaction. In particular, the regulatory, normative, and cultural-cognitive elements of institutional environments around the world can enhance or inhibit the ability of trading partners to craft the contractual, ownership, and social elements of institutional arrangements required by an innovation. Because supply chain innovations often require costly, new investments and activity sets, firms may be reluctant to participate in an innovation unless a new institutional arrangement can be crafted to provide adequate safeguards and guarantees. A conceptual model is developed to explain the role of institutions in the successful deployment of supply chain innovations in global marketing channels.     

建筑业营销

建筑业营销是在营销学的基础上发展的。但营销学主要面向消费品制造业．适用于建筑业的营销教材和实务指导并不多．一些学注意到这个问题并开展了一些研究。营销是一项管理活动．内容包括搜集市场信息，确认服务机会，开发战略，建立优先次序和动员资源以实现销售。建筑业营销活动通常分为七类．即信息服务、广告，公共关系与公共宣传，公开出版物，企业形象计划、定价战略与额外服务，直接营销等。本就以这些研究成果为基础．整理出一些基本理论和概念．以帮助对建筑业营销活动的理解。     

小区建设项目管理规划研究

从项目管理工作的实际出发，借鉴房地产行业的项目管理成功经验，运用管理学的理论和方法。总结了某小区的项目管理及其开发工作整体运作过程。从前期选址、可行性研究到决策，以及从设计到施．工和竣工验收各个环节，全面分析小区建设项目的管理规划及控制要点。     

Revisiting the Miles and Snow strategic framework: uncovering interrelationships between strategic types,capabilities, environmental uncertainty,and firm performance

The Miles and Snow strategic type framework is re‐examined with respect to interrelationships with several theoretically relevant batteries of variables, including SBU strategic capabilities, environmental uncertainty, and performance. A newly developed constrained, multi‐objective, classification methodology is modified to empirically derive an alternative quantitative typology using survey data obtained from 709 firms in three countries (China, Japan, United States). We compare the Miles and Snow typology to the classification empirically derived utilizing this combinatorial optimization clustering procedure. With respect to both variable battery associations and objective statistical criteria, we show that the empirically derived solution clearly dominates the traditional P‐A‐D‐R typology of Miles and Snow. Implications and directions for future research are provided. Copyright © 2004 John Wiley & Sons, Ltd.     

产业链延伸视阈下我国乡村旅游市场营销模式建构研究——以四川省为例

[目的]以产业链延伸为视阈,开展乡村旅游营销模式研究是一种新的探索和尝试,将为乡村旅游未来发展提供一种新的方法和思路。[方法]文章通过调查分析法,针对四川地区影响乡村旅游景点吸引力的出游动机、出游时间、客户群体、交通条件、消费水平和结构、旅游项目、农林资源、综合服务、外部环境、基础设施、当地经济状况、乡村旅游综合性价比、乡村旅游目的地区位条件等指标进行统计分析,以考量产业链延伸视阈下的乡村旅游营销模式是否适应市场的需求,由此解决我国乡村旅游市场营销实际中出现的经营模式与当地实际(如地理区位、农业资源等)的不匹配问题。[结果]通过实地调查和数据分析,影响因素乡村旅游景区吸引力的因素主要以农林自然资源、综合服务能力、交通条件等方面为主。[结论]四川省产业链延伸视阈下的营销模式重点应从产业角度,构建三产协调发展的产业生态系统。     

铜川市苹果产业发展研究

现阶段铜川市苹果生产与销售有着大好局面及区位优势,苹果产业的发展对于促进铜川市农业经济的协调发展意义重大。铜川市作为陕西省苹果生产的主产区之一,自然条件较为优越,苹果种植档次及规模逐步提升,形成多个知名品牌,品牌效应不断增强,苹果产业已形成规模化、高度集聚化及规范化管理,苹果产业的发展逐步确立了农户主动参与型、苹果生产基地发展、合作社经营等发展模式,产业链得到了扩展及深化。随着铜川市生产与销售需求的扩大及果农市场意识的增强,建设苹果中心的时机逐渐成熟。但铜川市苹果产业发展仍然面临多样化的问题,如果树较老、缺乏种植技术及人才、缺乏大型种植基地、宣传力度不足、信息闭塞、交易不透明、缺乏公平的苹果交易平台等。文章对铜川市建立苹果中心的支持率、冷库需求进行分析,并进行基本功能规划。在此基础上,提出以政府为引导,形成产业规模;加大基础设施建设;加大宣传力度,提升品牌知名度;促进苹果产业供给侧结构调整等发展策略,为铜川市苹果产业的发展提供理论参考。