Marketing capabilities and innovation-based strategies for environmental sustainability: An exploratory investigation of B2B firms

While emerging literature on sustainability shows that environmentally responsible strategies can contribute to competitive advantage and enhanced financial performance, little is known about specific marketing capabilities that lead to sustainable consumption behavior, and whether implementing such strategies leads to firm competitive advantage. Using the case method approach, this study explores marketing-related strategies and practices pertaining to sustainable consumption as reported by leading sustainable firms in the B2B context. We examine case studies of forty seven B2B firms and identify key marketing capabilities that tie to innovation-based sustainability strategies, sustainable consumption behavior and firm performance. We use our findings to develop a conceptual framework linking marketing capabilities to innovation strategies for firm sustainability, sustainable consumption behavior and firm competitive advantage, and put forward propositions for future research.     

Exploring communication differences between women and men sales representatives in a relationship selling context

The purpose of this exploratory research is to investigate the different styles of communication used by women and men sales representatives in relationship selling. An analysis of in-depth interviews revealed that the language used by women sales representatives is more conducive to building customer trust and more suggestive of relationship selling behaviour than the language used by their male counterparts. That women sales representatives may draw upon nurturing language and behaviour learned in developing other relationships (wife, mother, daughter, sister or friend) to build customer relationships is consistent with role theory and supports a theoretical explanation for the lower levels of role conflict surprisingly reported by women sales representatives in previous research. The results suggest that in a relationship selling task, marketing managers should consider using sales representatives with a 'feminine' style for sales jobs requiring extensive customer relationships. Directions for future research are also suggested.     

Societal and cultural examination of public service advertisements of a society in transition

Although public service advertisements (PSAs) can be viewed as either change agents or reflections of concerns about societal needs, there is little research on this topic. Rapid changes in newly industrializing countries have apparently brought about several negative consequences. In this study, we used multiple methods for exploring PSAs in Thailand to identify important societal needs. Furthermore, we examined variations in attitudes towards specific public service advertising themes using demographic and cultural variables. Through both naturalistic inquiry and a large-scale survey of 1756 respondents, we found that the priority placed on safety and social needs in the Thai culture was clearly reflected in PSA themes and messages. In addition, attitudes towards PSA themes were found to vary by education, age and traditional values, but not by religion. Propositions and suggestions for future research are also provided in the final section.     

Becoming a Global SME: Determinants of SMEs' Decision to Use E‐Intermediaries in Export Marketing

Technological advances have made it feasible for small and medium‐sized enterprises (SMEs) to become active in global markets through information technology (IT)‐mediated electronic intermediaries (e‐intermediaries) instead of relying only on traditional export channels. E‐intermediaries may offer SMEs a level playing field for competing with their larger competitors. Based on transaction cost economics (TCE), this study develops a model that can address the question of which transaction costs and characteristics are closely related to e‐intermediary use by SMEs. In addition to providing a better understanding of e‐intermediaries, the study explores the relationships between e‐intermediary use, transaction costs, and transaction characteristics in the context of Korean SMEs. © 2013 Wiley Periodicals, Inc.     

International entrepreneurial capability: The measurement and a comparison between born global firms and traditional exporters in China

This study presents the development and application of a new measure of international entrepreneurial capability. The data were collected from manufacturing firms in China, both traditional exporters and born global firms. Five key dimensions of international entrepreneurial capability were identified from the capability and entrepreneurship literature. After scale purification and validation, this new measure was used to examine the relationship between international entrepreneurial capability and global market performance. Born global firms are statistically different from traditional firms along three dimensions: international learning capability, international networking capability, and international experience. Implications and future research directions are then provided.