George J. Avlonitis

George J. Avlonitis
Athens University of Economics and Business | AUEB · Department of Marketing and Communication

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109
Publications
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4,867
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Publications

Publications (109)
Article
This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm's competitivene...
Article
Internal branding is increasingly acknowledged as a potential route to acquiring sustainable competitive advantage. However, to date no systematic attempt has been made to operationalise from an organisational perspective all imperatives for achieving brand internalisation. To address this omission, we introduce internal brand orientation as a new...
Article
As green marketing becomes an essential tool for sustainable business strategy, companies are adopting green marketing practices to achieve better business performance. However, no research has yet operationalized all the organizational facets that are necessary to become a green marketing oriented company. To address this omission, following the l...
Article
Purpose The purpose of this study is to examine the effectiveness of ingredient advertising. Specifically, the authors consider the question as to whether ingredient advertising can increase derived demand and favorably influence purchase intentions and attitudes toward the host product that incorporates the advertised B2B ingredient. Design/meth...
Article
Full-text available
Recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, l...
Chapter
In our increasingly complex world, marketers are struggling to find new conceptual bases on which to design and deliver their marketing programs. According to Kotler, there are two answers to the marketing challenge facing today’s companies. One is to know your customers better and to get closer to them. The other is to differentiate your offering...
Article
This study looks at the marketing strategies used by fast-moving consumer goods (FMCG) firms in developing brand extensions and determines which of these strategies may lead to extension success. First, a qualitative study was done involving in-depth interviews with brand or marketing managers in 12 FMCG firms regarding the development of 19 extens...
Article
Purpose – The purpose of this paper is to provide managers and researchers a comprehensive view of the root causes of customer departure and empirically test the attitudinal and behavioural consequences of failed service quality in a retail banking context. Design/methodology/approach – A quantitative study was conducted among retail banking custo...
Article
Full-text available
Purpose – The purpose of this paper is to inform the business management literature that focuses on the perceptions of business professionals towards the multidimensional and highly complex concept of corporate social responsibility (CSR). Design/methodology/approach – This study is based on a sample of 118 Greek business executives/middle manager...
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Full-text available
This paper focuses on the effectiveness of marketing-sales interfaces in B2B firms. As the body of knowledge on this domain is scarce, there is a greater need to investigate the specific aspects of marketing-sales configurations in such firms. The objective of this paper is to expand existing knowledge regarding marketing-sales interfaces in B2B fi...
Chapter
This paper examines how the attitude towards marketing, the organization of marketing and the practice of marketing differ between profitable and unprofitable companies. The data were collected by means of personal interviews with the Marketing Director of 40 profitable and 30 unprofitable Greek manufacturing companies. The findings show that profi...
Article
Full-text available
Purpose Although a number of research attempts on corporate environmentalism, environmental orientation and environmental/green marketing are witnessed in the literature, a wider conceptualisation related to environmental business is absent. This papers aims a) to synthesise the received view from literature, b) to draw conceptual implications on t...
Article
Full-text available
With economic activity in emerging markets growing at 40 percent, and with 10 percent and more of the firms in the Global Fortune 500 now headquartered in emerging economies, intense interest lies in the globalization of business activities, including the sales function. This systematic review of the international sales literature in a selection of...
Article
Previous research examining the interrelationships among role stress, attitudes, and outcomes in business-to-business selling has not given much consideration to the possible moderating influence of the type of selling situation. Using the seminal model of business-to-business selling introduced by Brown and Peterson (1993), the authors reexamine t...
Chapter
The purpose of this chapter is to investigate possible differences and similarities across European countries in terms of shopping culture, and identify in which constructs or dimensions these differences occur. The results suggest that European countries do differ in terms of shopping-related lifestyles and that these differences are related to re...
Chapter
This chapter presents an analysis of what consumer in Europe drink and why they drink what they drink. The concept of drinking motives is developed and defined, and analysis of data on drinking motives shows that these can be grouped into two major classes: self-expressive and functional. This distinction is universal and hence applies across Europ...
Chapter
The purpose of this chapter is to investigate possible differences and similarities across European countries in terms of shopping culture, and identify in which constructs or dimensions these differences occur. The results suggest that European countries do differ in terms of shopping-related lifestyles and that these differences are related to re...
Article
Product elimination is an important tool for effective product line management. Scholarly, it was originally addressed in the 1960s, in the context of a conceptual paper. Today the relevant theory has its stance in the broader product line management literature, much as its size is still small, compared to other topics of product line management re...
Article
Full-text available
Purpose – The paper focuses on services marketing implementation synthesizing previous knowledge from the fields of internal and external marketing. Although academic debate over the modeling of internal and external market orientation has lately emerged, services marketing literature lacks a relevant theoretical foundation. Design/methodology/app...
Article
Interest in sales technology (ST) and sales-based CRM systems has been increasing in recent years. Indeed, companies spend a great deal of their budgets in implementing CRM systems into their sales organizations. In spite of these investments, however, evidence has been accumulated suggesting a high failure rate of these implementations. Although a...
Article
Purpose – The paper aims to offer a preliminary insight into the issue of whether service providers eliminate their offerings in various stages of their life cycle, and if so, whether elimination decision-making differs depending on the service's life cycle stage. Design/methodology/approach – Data were secured by means of a structured questionnair...
Chapter
Interest in sales technology (ST) and sales-based CRM systems has been increasing in recent years. Indeed, companies spend a great deal of their budgets in implementing CRM systems into their sales organizations. In spite of these investments, however, evidence has been accumulated suggesting a high failure rate of these implementations. Although a...
Article
Full-text available
Marketing orientation, still an intriguing concept to many, carries the pledge of superior company performance through the satisfaction of customers' needs. Particularly in the industrial markets this, intuitively, sounds even more sensible as the relations and the interfaces between producers and end-users are, when compared to the consumer market...
Article
Purpose – The purpose of this paper is to investigate the conditions that led to the adoption of the three new industrial service-pricing strategies, namely skimming pricing (i.e. a high initial price), penetration pricing (i.e. a low initial price), and pricing similar to competitive prices. Design/methodology/approach – In order to achieve the st...
Article
Effectively managing the sales function is a prerequisite for success in business markets. Thus, practitioners are increasingly interested in improving the performance of their sales function. However, there is evidence pinpointing that academic research in the area may be experiencing a decline in its status among other subject areas in the market...
Article
This study explores differences in political culture and perceptions of political marketing between generations. Growing educational level is significant in transforming individuals' political culture. Changes are assumed to affect younger more than older generations. The authors use a random sample of 301 respondents. Statistical techniques are em...
Article
What is sales strategy? How and when does it affect performance? This study attempts to provide answers to these overlooked questions by developing a comprehensive conceptualization of sales strategy and examining its impact on sales force and firm performance. Sales strategy was operationalized as a multidimensional construct consisting of four di...
Article
Purpose – The purpose of this paper is to provide insights into how service firms price the services that they render in the market. In particular, the association between the pricing objectives that they pursue and the organizational and environmental characteristics that influence pricing decisions are investigated. Design/methodology/approach –...
Article
Purpose – Research studies have started to appear in recent years about the use of world wide web (WWW) by organizations. In an attempt to shed more light into this issue, this study seeks to take a behavioral approach for classifying enterprises on the basis of WWW use. It aims to address two research questions: Can different organizational profil...
Article
In spite of the intense interest in the area of sales force control (SFC), the literature is characterized by an absence of consensus on what constitutes good measurement of SFC. Among the various measurement scales, the scale developed by Babakus and his colleagues (Babakus et al. 1996) has gained wide acceptance. However, the BCCS (Babakus and co...
Article
Full-text available
Purpose – The aim of this paper is to classify firms according to dimensions of product innovativeness (PI) and identify differences in performance on the product and the firm basis in the context of SMEs. Design/methodology/approach – To answer the questions this empirical study raises, a sample of 128 SMEs is clustered on the basis of the PI cons...
Article
Purpose – The purpose of this research paper is to investigate the pricing policies that service companies adopt in order to set their prices along with the service, organizational and environmental characteristics that influence these policies. Moreover, the extent to which these policies and characteristics are varied across different service ind...
Article
Despite the importance of sales management practices (e.g., compensation, organization design) as critical determinants of salespeople's role stress, attitudes and outcomes, remarkably very few studies are available in the area. Unless the effects of sales management practices are determined, sales practitioners may rely on less efficient and less...
Article
Information and communication technologies (ICTs) like CRM, ERP and Intranet are considered important for creating competitive advantage. Despite their rapid deployment rates, only a few studies mainly from the information technology (IT) and engineering literature have been devoted in uncovering the factors that influence the diffusion of new info...
Article
This paper looks beyond the entrepreneurial orientation (EO)-performance link and focuses on identifying EO profiles of SMEs to suggest variations in product innovativeness dimensions of different performance potential. Based upon a sample of 149 manufacturing companies, the study identifies two opposite groups with the help of a cluster analysis,...
Article
The purpose of the present study is to explore the pricing objectives that service companies pursue along with the pricing information that they collect in order to price their services. Analyzing data from 170 companies operating in six different service sectors, the study concluded that the companies in our sample tend to follow a hierarchy of pr...
Article
Purpose – The purpose of this paper is to explore the pricing policies that service companies adopt along with the pricing information that they gather to set their prices. Despite previous authors' suggestions regarding the need for a coherent process when setting prices, there seems to be a lack of empirically-based theory on how pricing policies...
Article
Purpose – The purpose of the present study is to explore the pricing methods that service companies adopt in order to set their prices, along with the service, organizational and environmental characteristics that influence these methods. Design/methodology/approach – To achieve the research objectives, data were collected through personal intervie...
Article
Purpose – The reason for this study is to help increase understanding concerning the service elimination decision and implementation since it remains a highly under-investigated topic. In doing so, an empirical investigation of the successful vs not-so-successful elimination practices from eight service industries were examined. Design/methodology/...
Article
Purpose – The purpose of this paper is to explore the role of marketing, sales, EDP/systems and operations in the ultimate success of new-to-the-market vs “me-too” retail financial services. Design/methodology/approach – To collect the data, the “dropping off” method was followed using a self-administered questionnaire. Respondents were new service...
Article
Full-text available
In this paper we present some preliminary results from a major Internet survey which examined the use of the Internet in a firm's marketing strategies. Specifically we describe the profile of business-to-business respondents together with the descriptive statistics of Internet use intensity, strategic goals, product, promotion and sales strategies...
Article
Full-text available
Purpose – The purpose of this general review paper is to provide a comparison and evaluation of the treatment of pricing by the disciplines of economics and marketing. Design/methodology/approach – It is from three perspectives that the marketing and economics approaches to pricing are reviewed, namely, buyers' response to price, firm's determinati...
Article
Purpose – To explore the pricing objectives that service companies pursue along with the extent to which these objectives are influenced by the stage of the services' life cycle. Design/methodology/approach – Reviews the existing literature and analyzes data from 170 companies operating in six different services sectors in Greece in order to achiev...
Article
Two conceptual approaches [Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13 (3), 319–340; DeLone, W. H., & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information Systems Research, 3 (1), 60–95] are unified into a conceptua...
Article
The purpose of the present study is to explore the pricing objectives that service companies pursue along with the pricing policies that they adopt in order to price their services. Analyzing data from 170 companies operating in six different services sectors in Greece, the study found that the objectives, which are pursued, are fundamentally quali...
Article
Purpose – The purpose of this research paper is to explore the pricing objectives that service companies pursue along with the pricing methods that they adopt in order to set their prices. Design/methodology/approach – An extensive review of the literature revealed the complete lack of any previous work aiming to investigate the potential associati...
Article
While significant empirical work exists around the conceptualization of the notion of market orientation, as well as its relation to company performance, little empirical work has attempted to sketch how a firm's behavior alters when the principles of market orientation are adopted. In this study, the authors investigate empirically the notion of m...
Article
The purpose of this research paper is to explore the pricing objectives that service companies pursue to set their prices and to examine the impact of market structure. An extensive review of the literature revealed the complete lack of any previous work aiming to empirically investigate the impact of market structure on the company's pricing behav...
Article
This article reports on the results of a research project into the development activities undertaken during the launch of 132 new financial services in Greece. According to the results, business analysis and marketing strategy formation as well as launch are the stages of the new service development process which influence the success of a new serv...
Article
Despite a flurry of attention during the early 1980s and the occasional article thereafter, product deletion continues to suffer from neglect, which is surprising given its role in aiding processes of innovation and change that are central to competitive survival. The aim of this article is to rejuvenate research interest in this field. In doing so...
Article
Despite the importance of developing new services by bank institutions, the empirical research that has been undertaken concerning the process of developing new services is rather limited. This is even more obvious as far as the initial stages of the procedure are concerned, despite the fact that many authors have stressed their importance for the...
Article
During the last decade, an increasing number of studies have been concerned with the factors that lead to new service success. Quite a few studies, however, have examined the role of product innovativeness in new service development and performance. The present article aims to test empirically a widespread, yet under-researched argument, according...
Article
While significant empirical work exists around the conceptualization of the notion of market orientation (MO), as well as its relation to company performance, little empirical work has attempted to depict the actual steps a company has to take in order to increase its adaptability to market situation and, thus become market oriented. Furthermore, n...
Article
This article reports the results of a research project into the development process of 100 new retail financial products, 42 innovative and 58 noninnovative, which is part of a broader study conducted on the development and launching practices of new financial products in Greece. The study revealed that innovative and non-innovative products follow...
Article
In the literature, there are contradicting views in regards to the influence of customer satisfaction on market share. In order to make a contribution to the deeper understanding of the parameters that characterise this relationship and analyse its managerial implications, the present paper investigates this relationship in a sample of 600 Greek co...
Article
The Internet has been the favorable theme for numerous studies and reports, during the last decade. Yet, there is a lack of systematic empirical evidence regarding the marketing activities that are affected by the use of the Internet, and their consequent performance outcomes. In this article, we document the role of the Internet in business-to-bus...
Article
Full-text available
The Internet has been the favorable theme for numerous studies and reports, during the last decade. Yet, there is a lack of systematic empirical evidence regarding the marketing activities that are affected by the use of the Internet, and their consequent performance outcomes. In this article, we document the role of the Internet in business-to-bus...
Article
Reports the results of a research project into the marketing communications tools used during the launching of 100 new retail financial products – 58 non-innovative and 42 innovative – and it is part of a broader study conducted on the development and launching practices of new financial products in Greece. It is revealed that innovative and non-in...
Article
Full-text available
While a strong association between Marketing Orientation development and company performance has been established, the understanding of the Marketing Orientation remains unclear since some studies have suggested a philosophical nature for Marketing Orientation and some other studies concluded that Marketing Orientation represents a behavioural noti...
Article
Marketing orientation, still an intriguing concept for many, carries the pledge of superior company performance through the satisfaction of customer's needs. This article draws conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation it is i...
Article
During the 1980's, following Greece's membership of the European Union, the Greek consumer moved much closer to his average European counterpart, in terms of consumption patterns, life styles, social attitudes and demographics. The informal economy continued to flourish creating affluence not captured by official statistics. The ratio of exports to...
Article
Presents research which: introduces a new multidimensional concept of the innovativeness of organizations; develops an approach for its measurement involving a cross-section of innovations adopted by multiple organizations in multiple industries; identifies different economic, organizational/managerial, industry specific and governmental/legislatio...
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Full-text available
Describes the results of a survey of Bulgarian companies as part of a larger project funded by The European Commission. Investigates the marketing attitudes and approaches of Bulgarian companies using a mailed questionnaire based on a set of preliminary in-depth interviews and analyses the results using a cluster analysis. Results show the existenc...
Article
This research focuses on the weak product evaluation and decision-making stage of the product elimination process. In comparison with previous works in this area, this research provides a more complete listing of weak product evaluation factors generally used by management and affords a richer explanation of why particular evaluation factors are co...
Article
This research represents the first attempt to examine the product elimination decision over the Product Life Cycle (PLC). Two research hypotheses were put forward proposing that: (a) a product may be dropped from a company's product line irrespective of its position on the PLC, and (b) the stage of the PLC does influence the product elimination pro...
Article
This article investigates the interactions among sales management tools and practices used in six key areas of managerial responsibility, namely: organization, selection, training, remuneration, supervision, and evaluation. The results are based principally upon a mail survey of 113 U.K. manufacturing companies. Our data suggest that the sales mana...
Article
This article investigates the interactions among sales management tools and practices used in six key areas of managerial responsibility, namely: organization, selection, training, remuneration, supervision, and evaluation. The results are based principally upon a mail survey of 113 U.K. manufacturing companies. Our data suggest that the sales mana...
Article
The purpose of the study presented in this paper was to identify different types of product elimination decisions and to determine their relationship to the performance outcome that they achieved. The underlying hypothesis was that there is a linkage between a type of product elimination and the outcome that it achieves. This exploratory propositio...
Article
Discusses product line change - the process by which a company alters its product offering - and how it is one of the most important kinds of business activity. Suggests that product modification and product elimination decisions be treated together as two amongst a number of alternative courses of action. States that the concern is with the “weak...
Article
This article discusses the results of a research project that has examined the reasons for the comparative lag which exists in the United Kingdom in the introduction of a new manufacturing technology (the flexible manufacturing system (FMS). This technology offers considerable advantages to companies which produce items in medium to large batch siz...
Article
To develop and maintain a successful salesforce, it is essential for sales managers to “match” a salesperson's characteristics with the selling job he/she has to perform and with the overall selling environment. Such a match is established in this paper as we have identified three main selling styles based on the criteria used by manufacturing comp...
Article
This paper examines the relative influence of economic technical and managerial factors on an organisation‘s decision to adopt or reject a flexible manufacturing system. Based on interviews within 31 British and West German companies the authors develop a process model of the adoption decision which provides an organising framework for their discus...
Article
One of the greatest voids in the literature on product elimination to date is knowledge about the factors affecting the content, formality and other important aspects of the product elimination process.In this exploratory paper, an attempt is made to assess the impact of techno-economic environment and in particular the impact of technological chan...
Article
This research presents (a) a methodological framework for examining formality as an ingredient of a company's product elimination process, and (b) some exploratory findings showing the manner in which formality varies across different organizational settings, and its effects upon the content and managerial effectiveness of the product elimination p...
Article
The study reported in this article focuses on the policies and practices of industrial goods companies to revitalize weak products. The decision was found to be a multiple-stage sequential process that begins with “diagnostic” routine to identify the causes of a product's unsatisfactory performance and ends with the implementation of a corrective a...
Article
This article reports on the product elimination decision within selected sectors of the British engineering industry. The study identified and examined the key organizational participants in product elimination activities. The marketing function and a top management committee generally assumed a significant portion of the product elimination decisi...
Article
Examined the effect of selected contextual variables on the degree of formal development of the product elimination process and the role that formality plays in that process. Individuals from 94 British engineering companies who had overall knowledge of their company's operations and product elimination efforts participated in the study. Results sh...

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