Dennis A. Pitta

Dennis A. Pitta
University of Baltimore | UB · Marketing & Entrepreneurship

About

93
Publications
115,540
Reads
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2,596
Citations
Citations since 2016
5 Research Items
1261 Citations
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2016201720182019202020212022050100150200
2016201720182019202020212022050100150200
2016201720182019202020212022050100150200

Publications

Publications (93)
Article
Purpose The purpose of this study is two-fold: first, to identify the degree of adoption of patient centricity in the pharmaceutical industry and second, to understand how the industry operationalizes this strategy. It is an important shift in the industry because of its central focus on the patient. Design/methodology/approach A content analysis...
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Full-text available
Economic development requires a complex mix of markets, financial resources, and expertise. Business development in Latin America has followed a tradition of natural resource exploitation, representing a classic example of the “old economy” in today’s global marketplace. However, in order to reap significant economic and social advancements it is i...
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This exploratory study demonstrates the effectiveness of using practice-based and client-focused active learning exercises to develop applied skills and better position the student as a candidate with both practical competencies and strong book knowledge. Findings from surveys of business managers indicate the need for real-world application of the...
Chapter
This paper examines the promotional mix in professional services, with special emphasis on the sales promotion activities. A paradigm relating sales promotion, publicity and public relations activities to the hierarchy of needs and time effects is offered. Some of the topics that are discussed are the unique nature of professional services, the res...
Article
Purpose – Services account for a very large portion of the economic activity in most countries. While there is abundant academic research on service quality, which has focused mainly on determining service quality dimensions, understanding service quality antecedents, and relating service quality to key outcomes, such as customer satisfaction and p...
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Purpose – The authors apply Alan P. Fiske's relational models framework to customers' engagement with service firms – specifically, they propose that customers who hold different relational models for the service firm are likely to engage with the firm in dissimilar ways, thus generating different types of customer engagement value for the firm. Fi...
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Purpose – The purpose of this paper is to examine the importance consumers place on various types of socially responsible marketing practices, and whether the level of importance varies by gender, race, and consumers' income. Design/methodology/approach – A survey was designed that asked subjects their attitudes toward the various social marketing...
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Purpose – The purpose of this paper is to investigate the effects of advancements in technology on the practice of one to one marketing. Design/methodology/approach – The paper presents the results of analysis of reported advancements in information technology, social media, and their effects in identifying consumer preferences and consumer identi...
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Purpose The purpose of this article is to describe a method of assessing brand equity quantitatively. Design/methodology/approach The article describes an example of analysis using publicly available financial data to assess brand equity. Findings Brand equity measurement has been an elusive goal for product managers. While qualitative definition...
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Purpose The purpose of the study is to investigate the use of social media as a new investigative tool in marketing research. Design/methodology/approach The paper's approach is an analysis of the existing social marketing literature and industry practice in marketing analysis. Findings The market research profession has been affected by developm...
Article
Purpose The purpose of this article is to describe the application of brand building techniques to an existing organization. Design/methodology/approach The article describes an application of relationship building to increase the success of a service in a competitive environment. Findings Relationship building strategies have been effective in f...
Article
Purpose The purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within‐group differences that have relevance for marketers. Design/methodology/approach The study carried out analysis of commercially collected survey data (538 pre‐teen Millennials) from Harris...
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Purpose The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation. Design/methodology/approach Following a literature review, from which propositions are derived, an earlier process model of organizational specia...
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Purpose Over the last several decades, product development efforts have seen unacceptably high new product failure rates. One important factor is the presence of competitors who can interfere with marketing strategy and force changes that sap resources and reduce success. As industries try to improve their success, line extensions, i.e. developing...
Article
New entrants to the prescription drug retailing market threaten the traditional forms of pharmaceutical retailers, the chains and the independents. If these firms are to survive, they must adapt to their changing environment. Environmental Management is a strategic approac a suggesting that firms can adapt by changing the environment in which they...
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Purpose The paper aims to track the development of service dominant logic (SDL) applied to brand management and highlights its essential elements. The paper attempts to extend the application of SDL to a form that makes the consumer part of the development process, a solution dominant approach. Design/methodology/approach The paper reviews the lit...
Article
Purpose – This case study aims to describe a real company created by its founders more to satisfy their desires than those of their customers. Design/methodology/approach – The lead author traveled to Chiloe and spent an intensive period assessing the Puerto Nativo Lodge from a brand management perspective. The ultimate goal is to offer advice and...
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A lack of empirical research exists on marketing orientation in China. In order to begin to address this research gap, a study was conducted assessing managers perceptions of the market orientation of Chinese firms and its impact on business performance. Multiple measures of market orientation and business performance were assessed and analysis was...
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Homebuyers and commercial real estate buyers who borrow funds using mortgages all must face the choice of whether to assume a fixed or an adjustable rate mortgage. Other mortgage forms with alternative characteristics are available, but the deciding question remains the same. Fixed rate mortgages never change over time, but have a high initial rate...
Article
This chapter presents the results of two empirical studies aimed at assessing the nature of two hallmarks of marketing development: market orientation and the ability to deliver service quality. Both studies used Chinese managers as subjects. The first investigated the nature and scope of marketing orientation the managers perceive in their firms a...
Article
Purpose The purpose of this paper is to describe the development of a tool to aid new product development. Design/methodology/approach The case describes how an organization solved the problem of managing the new product development process in a way that integrates the perceptions and values of the variety of professionals on the typical cross‐fun...
Conference Paper
This paper examines the role of creativity in providing organizations competitive advantage through marketing. Strategic advantage from this source promises to be stronger than gains extracted from economic means. Success from creative activity does not occur by happenstance or through trivial pursuits. The process must be planned for, invested in...
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Purpose – This paper aims to describe a pricing process that can aid companies in modifying their product strategy. Design/methodology/approach – The case describes an approach that uses grass roots data from franchisees to change pricing strategy effectively. Findings – The paper illustrates the wisdom of franchisees with customer contact and an i...
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Purpose The purpose of this paper is to investigate the threats to patient privacy inherent in the movement to reduce health care costs by digitizing health care information. Design/methodology/approach The paper applies relevant organizational theories to the health care information privacy arena, and predicts different privacy outcomes depending...
Article
Purpose The purpose of this paper is to describe an implementation process that can aid companies in improving organizational innovation. Design/methodology/approach The case describes an approach to boost the problem solving and innovation culture beyond the confines of the new product development group. Findings The paper provides an applicatio...
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Purpose The purpose of this paper is to describe a conceptual strategy approach that can be applied to product development. Design/methodology/approach The case describes an approach to avoid dangerous competition and find new uncluttered market space. The methodology is illustrated by a new start up. Findings The paper provides an application of...
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Purpose - The purpose of the paper is to exemplify the product management of seasonal products. Design/methodology/approach - Comment on existing literature. Findings - The comment synthesizes literature on an uncommon product strategy issue. Research limitations/implications - As in all case studies, the specific conditions found in one organizati...
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Purpose This paper aims to describe how a social enterprise can use product innovation and management to succeed in its mission. Design/methodology/approach The case describes an approach to new product development and management that is of value to social enterprises. The Vehicles for Change organization exists and operates in the USA. Findings...
Article
This paper reports upon the application of SERVQUAL in accessing the perceptions held by Chinese managers with respect to their ability to deliver service quality and to examine the generalisability of the SERVQUAL model in measuring the antecedents of service quality. A self-administered questionnaire was used to survey 86 Chinese managers enrolle...
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As international markets grow, many small-and medium-sized enterprises (SMEs) are finding lucrative opportunities to serve overseas consumers and source from overseas suppliers. The impact of information technology has made world-wide communication easier and more rapid. Some SMEs are literally 'born global', ready to do business on the internet. F...
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This paper explores privacy concerns of consumers in the area of healthcare services. Concerns with privacy can affect consumers' search, choice and consumption of those services. This study compares US and Canadian citizens' concerns with privacy and perceptions of issues surrounding various medical conditions or treatments. We postulate that conc...
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Purpose – This paper aims to contend that four significant ideas must be comprehended, and their connection and interaction understood if successful marketing to the 4 to 5 billion undeserved bottom of the pyramid (BOP) people in the world, by multinational firms is to be realized. These ideas are: the bottom of the pyramid (BOP) market itself; sha...
Article
Purpose The purpose of this article is to examine the bottom of the pyramid (BOP) proposition, where private companies can both be profitable and help alleviate poverty by attending low‐income consumers. Design/methodology/approach The literature on BOP was reviewed and some key elements of the BOP approach were proposed and examined. Findings Th...
Article
Purpose – This paper aims to describe a product innovation and management approach that is in use by one small enterprise that may be of value to others. Design/methodology/approach – The case describes an approach to new product development and management. The organization's original name as well as individual managers' names have been changed at...
Article
Purpose The purpose of this paper is to describe a practice that has implications for promoting new product innovations in a variety of industries. The ultimate objective of product promotion is to build an emotional bond to the customer. The product featured in the case can aid companies in building share of heart. Design/methodology/approach The...
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Purpose The purpose of this paper is to explore the role of and the management of creative individuals in organizations. Design/methodology/approach The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the creative culture, creativity, and innovation literature. Findings The paper provides informa...
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Purpose This paper seeks to explore the relationship between global brands and the emotional connections between consumers and the brand. Design/methodology/approach The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the branding, global branding, and share of heart literature. Findings The pape...
Article
Purpose This paper seeks to describe an innovative practice that has implications for new product developers. Design/methodology/approach The case study describes an approach to new product development for a product that satisfies a need, which is fraught with social stigma. Childhood obesity is growing to epidemic proportions in the USA. The prob...
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Purpose – The purpose of the paper is to describe a practice that has implications for increasing product innovation in a variety of industries Design/methodology/approach – The case describes an aspect of the new product development process that has particular application to a specific successful company. Unlike most marketing organizations, the c...
Article
Purpose The purpose of this paper is to describe a practice that has implications for increasing product innovation in a variety of industries. Design/methodology/approach The case describes a market orientation and product innovation program to increase a company's competitiveness. At the organization's request, its name has been changed. The aut...
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Purpose The aim of this paper is to describe an innovative promotional and product development approach that has implications for new product developers in consumer industries. Design/methodology/approach The case describes an approach to new product development and promotion. The organization's original name has been retained as well as individua...
Article
Purpose – To describe a practice that has implications for new product introduction within and outside the medical products industry. Design/methodology/approach – The case describes a systems approach to new product introduction that includes a number of non-marketing factors. The organization's original name has been retained. One of the authors...
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Purpose The purpose of this paper is to present a strategic framework to managing online loyalty. Design/methodology/approach The paper integrates concepts including a range of recently published (1993‐2006) theoretical works in consumer loyalty and ongoing case developments in internet practice. Findings Provides information and action approache...
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Purpose The aim of this paper is to describe an innovative practice that has implication for new product developers within and outside the pharmaceutical industry. Design/methodology/approach The case describes an approach to managing the risk inherent in marketing drugs. The organization's original name has been retained, although individual mana...
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Purpose The purpose of this paper is to explore developments in the field of integrated marketing communication and the changing relevance of its component processes that have implications for marketing managers. Design/methodology/approach The paper integrates concepts including a range of recently published (1993‐2005) theoretical works, practit...
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Purpose To describe an innovative practice that has implication for new product developers. Design/methodology/approach The case describes an approach to building creativity used in an actual company. The name of the organization has been changed at its request. Interviews with company representatives, organizational concept papers and publicly av...
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Purpose – The purpose of this article is to provide an insight into the spice industry. Design/methodology/approach – Uses Eastern Spice & Flavorings as a case study and focuses on its international product development group. Findings – Despite the company's origins as a family‐owned small business, it competes in the global marketplace. To compe...
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Purpose – To explore an emerging area in internet practice that has implication for consumer marketers. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993-2004) theoretical works and ongoing case developments in internet practice. Findings – Provides information and action approaches to consume...
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Purpose To explore an emerging area in internet practice that has implications for new product developers. Design/methodology/approach The paper integrates concepts including a range of recently published (1993‐2004) theoretical works and ongoing case developments in internet practice. Findings Provides information and action approaches to new pr...
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Purpose Proposes exploring a unique approach to the new product development process and its implications for new product developers Design/methodology/approach The case was written after in depth interviews with company managers and customers. Findings Provides information and a description of an innovative guiding philosophy applied to new produ...
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Purpose The paper plans to explore the global environment and its implications for new product developers. Design/methodology/approach The case was written after in‐depth interviews with company managers. Findings The paper provides information and action approaches to new product developers engaged in global marketing. Research limitations/impl...
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The supply chain concept aided marketing by highlighting relationships that form a network of firms creating products for consumers. It helped change the focus from individual transactions to a more comprehensive view of the entire system. The value chain concept in marketing extends the supply chain view in an important way: it explicates the valu...
Article
The value and supply chain is an emerging pathway to marketing's emphasis on customers. It integrates a renewed focus on customer value and the economic and behavioral systems of the supply chain. Successful value chains can be developed with emphasis on the four practices that drive a customer orientation. These are: relationships, interactivity,...
Article
There exists a vibrant literature dealing with one-to-one marketing and mass customization. The practice holds the promise of very satisfied customers, and profitable marketers who can create their own unassailable market positions. One of the building blocks of mass customization is knowledge of the customer and his/her complex set of preferences....
Article
Direct-to-consumer (DTC) advertising of prescription drugs is no longer the novel experiment it was during the late 1980s. Liberalization of the Food and Drug Administration regulations in the USA, combined with a substantial body of evidence that DTC advertising is a stimulus to consumer purchasing behavior, has resulted in DTC advertising becomin...
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With the astounding growth of the Internet, the potential threats to consumer privacy have grown exponentially. Much of the threat lies hidden beneath the view of the average consumer. Information technology makes collecting potentially sensitive information automatic and unseen. Indeed, it is the job of marketers to collect salient information to...
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Examines the way in which the performance of the pharmaceutical product manager is evaluated. Attempts to provide a picture of the principal functions on which the Canadian pharmaceutical product manager is evaluated, as well as of performance appraisal systems currently used in the pharmaceutical industry. Two methodologies are used, both in-depth...
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US marketers know the US standard of ethics. However, that standard can lead to ethical conflict when Americans encounter the emerging market giant, China. As smaller US companies enter China, the potential for ethical conflict increases. Reducing that potential requires knowledge. Knowing the nature and history of the two cultures can lead to an u...
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One-to-one marketing has received increased attention by academics and practitioners. In essence, one-to-one marketing reconfigures the familiar four Ps into one element: the relationship. It represents the ultimate expression of target marketing - a market of one - or at least one at a time. It is safe to say that the concept has been refined and...
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Reviews recent marketing literature which cites the troubling success rates of newly introduced consumer products and recommends integrating consumer input as early as possible, arguing that, specifically, consumers and other external information sources should be part of idea generation and should provide input throughout the rest of the product d...
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Looks at recent product development literature which cites the improving but troubling success rates of newly introduced products and recommends integrating customer input as early as possible. Notes that, while companies have adopted cross-functional product development teams, integrating customer input is uncommon. Suggests that, to increase prod...
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Examines the types and characteristics of the new forms of the brand management system in marketing organizations as identified in previous research and previous existing research on performance appraisal systems. Draws linkages between the two systems to provide a framework for maximizing individual product manager’s performance, thereby maximizin...
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Full-text available
Reviews recent marketing literature which cites the troubling success rates of newly introduced consumer products and recommends integrating consumer input as early as possible, arguing that, specifically, consumers and other external information sources should be part of idea generation and should provide input throughout the rest of the product d...
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Full-text available
The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost-saving tactics to increase competitiveness. One of the most important effects was to make brand extensions more compelling and frequent. While leveraging the brand equity of a success...
Article
There has been overwhelming discussion about the death of the product management system. Focusses on how the product management system is changing, and how firms can best anticipate and manage this change. Claims organizational change is inevitable and that marketing organizations must anticipate and prepare for it. Concludes that product managemen...
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Organizational creativity has been identified as a key element of successful competition. However, companies tend to emphasize efficiency and profitability which may lead to routinized behavior, with the potential of numbing creativity and the ability to sense and exploit opportunities and overcome challenges. The dilemma of operating efficiently w...
Article
Thesis (Ph. D.)--University of Maryland, 1983. Vita. Includes bibliographical references (leaves 216-226).

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