George S Spais

The paper examined the possibility of an extension of Bedny's perspective of 'activity' theory as a framework for the elaboration of new online promotion channels, such as the search engines. This conceptualization was approached as a framework for Search Engine Optimization (SEO) contextual issues, which can be used to aid the design and analysis...

This paper examines sporting event's spillover effect to investor's behavior through event study analysis using the GARCH (p,q) model, focusing on the stock price effects of a sport sponsorship program during and after a sporting event. Studying stock price behavior during a sporting event is attempted for the first time in the marketing and sponso...

The paper examined the possibility of an extension of the win-win-win papakonstantinidis conceptualization, as an innovative bargaining solution analysis for vertical cooperative promotion management decisions between marketing channel members. This conceptualization was approached as an alternative pricing and promotion strategy to fixed prices. O...

The major objective of this article is to test who benefits most from sponsorship agreements: the sponsor or the sponsored organization. The article deals with stock market reaction to official football club sponsorship announcements using the event-study method. Our intention is to test 123 daily stock prices, in order to investigate the potential...

This study examines how scholarly research on sponsorship has evolved from 2001–2011 and envisages the shape of this domain from 2012–2014. From the 6,240 words counted in 573 articles, we identified prominent themes around “sponsorship,” “sponsor,” “sport,” “brand,” and “marketing” from 19 key concepts. We assessed sets of concepts that best refle...

The article provides the primary material for scholarly discourse in digital marketing science related to online consumer behavior analysis for pharmaceutical and nutraceutical supplements during crises like the current pandemic of COVID-19. We examine the relationship between digital marketing ethics and consumer comfort, focusing on consumers’ pe...

The article aims to understand the product storytelling process while co-creating the content with suppliers and consumers for an end-to-end brand experience by integrating stages of storytelling with S-D logic actors and activities, using the DART value creation model. Marketing-oriented ethnography was conducted for thirty days for the research n...

Editorial article of the Special Issue on "Promotion and Branding from the Lens of Gamification in Challenging Times"

Our primary objective is to apply a crisis management model to marketing education in distress due to the current COVID-19 pandemic. We use a strategic approach to managing crisis, first introduced by Burnett, to provide a conceptual framework for managing teaching turmoil and triumphs during this pandemic. We conduct an in-depth discussion of the...

Editorial article of the Special Issue on "Customer Needs and Demand Management in the Global Marketplace: Emerging Management and Marketing Practices"

The Journal of Promotion Management (JPM) has been serving as a platform for research in promotion management since 1992. The objective of this study is to provide a lifetime overview of the academic structure of the JPM publications through bibliometric analysis. Using Scopus database, bibliographic data of the journal is extracted, and major tren...

The research aim of this article is to investigate the relationship among tourists' utilitarian needs, non-utilitarian needs, destination image, and personality of Mykonos Island. The research objectives of this article are twofold: (i) to investigate Mykonos tourists' utilitarian and non-utilitarian needs; and (ii) to examine the degree to which t...

This study examines how scholarly research on sponsorship has evolved between 1980 and July 2012. While various scholars (e.g., Cornwell and Maignan 1998; Pope 1998; Walliser 2003) have documented the progress of sponsorship research previously, this review departs from existing perspectives and redirects the conversation in the sponsorship literat...

This study examines how social marketing and social entrepreneurship courses have evolved over the last ten years (2004-2014) and predicts for the next three years the shape of these courses in the future. Data from courses taught in social marketing/entrepreneurship were collected from 62 universities in 11 countries for the past ten years. In ord...

The starting points of this initial exploratory study are two research questions: (1) could marketing relationships in international marketing channels be predicted by international marketing managers’ behavior reflected by “honorable merchants’” key concepts (ethics and trust) and experiential learning key concepts such as capability and competenc...

This study maps the semantic evolution of sponsorship research to develop a richer understanding of how the field has evolved. Using Leximancer text-analytics software, we conduct a content analysis of 841 sponsorship article abstracts from over 150 scholarly journals (1980–2012). We map the semantic evolution of the sponsorship concept and formula...

The authors tested a modified SERVQUAL scale based on a survey of Pancretan Cooperative Bank’s customers – in terms of a critical case study – in order to identify any differences in service quality satisfaction and its impact on the behavioral intentions of the bank’s customers. Considering the BANKZOT model, the research intention was to: (1) ide...

The chapter examines how consumerism- one of the primary key themes in marketing and business courses- has evolved the last decade and envisages the shape of these set of courses in the future. From the 1,935 words for 20 key-concepts counted in 141 online course descriptions in English of the last 10 periods delivered by Business and Management Sc...

We tested a modified SERVQUAL scale based on a survey of Pancretan Co-operative Bank’s customers -in terms of a critical case study- in order to identify any differences in service quality satisfaction and its impact on the behavioural intentions of the bank’s customers. Considering the BANKZOT model, our research intention was to: (1) identify the...

Greek glossary of Agricultural Entrepreneurship & Agricultural Marketing Terms. Note: Only for educational purposes and needs of agricultural entrepreneurship and agricultural marketing education

Based on the theme of this conference, this study examines how scholarly research on the research theme of international marketing managers’ behavior and their marketing relationships has evolved the last decade (2003-2013) and envisages the shape of this research theme from 2014-2016. From the 2,083 words for 22 key-concepts counted in the abstrac...

The chapter examines how consumerism-one of the primary key themes in marketing and business courses- has evolved the last decade and envisages the shape of these set of courses in the future. From the 1,935 words for 20 key-concepts counted in 141 online course descriptions in English of the last 10 periods delivered by Business and Management Sch...

The research aim of this paper was to measure the value of the ‘triple pole’ approach in bargaining and investigate the potential evolutions and research challenges considering the evolution of the scholarly research in the cooperative advertising domain based on two studies. For the first study, the authors assessed sets of concepts that best refl...

The research aim of this study was to examine the possibility to investigate win–win–win Spais-Papakonstantinidis model in order to develop an integrated bargaining solution analysis for vertical advertising campaigns under the prism of the “3-D Negotiation”. First, the author provided some summary points of the critical case of Proctor & Gamble (P...

This study examines how scholarly research on sponsorship has evolved between 1980 and July 2012. While various scholars (e.g., Cornwell and Maignan 1998; Pope 1998; Walliser 2003) have documented the progress of sponsorship research previously, this review departs from existing perspectives and redirects the conversation in the sponsorship literat...

From the 1,935 words for 20 key-concepts counted in 141 online course descriptions in marketing and business ethics (in English) of the last 10 periods (2003-2013) delivered by Business and Management Schools or Business/Marketing Academic Depts. of 88 Universities and Colleges, “Marketing,” “business,” “ethics” and “social responsibility” were inc...

Titles and abstracts of empirical research on cooperative advertising published in scholarly journals from 2002–2012 were collected. The abstracts were sourced from Scopus and GoogleScholar. We identified 55 articles published across 38 scholarly journals, with the European Journal of Operational Research, Decision Sciences and Automatica accountin...

The research aim of this study was to explore brand manufacturers' perceived value of the 'triple pole' approach in bargaining for vertical cooperative sales promotion campaigns. Our research intention was to test seven (7) research hypotheses based on a survey (pilot study) of 32 marketing, sales directors and other senior executives of brand manu...

Author’s intention was to examine the possibility to investigate win-win-win papakonstantinidis model in order to develop an integrated bargaining solution analysis for vertical cooperative sales promotion campaigns. Based on previous theoretical extensions (Spais and Papakonstantinidis, 2011; Spais, Papakonstantinidis and Papakonstantinidis, 2009)...

The examination of the municipal broadband and building a 'digital city' for a southwestern Greek city is the heart of this case study in terms of city’s repositioning through open innovation and creativity. The paradigm of the first successful Greek digital city ('e-Trikala') shows to every Greek that the Digital City ICT applications can improve...

Cooperative promotion is an important instrument for aligning manufacturer and retailer decisions in marketing channels. On the other hand, bargaining seems to be critical for marketing channel coordination, e.g., for vertical cooperative promotion. Based on our previous study (Spais, Papakonstantinidis and Papakonstantinidis, 2009), we propose an...

The research aim of this paper is to discuss the potential benefits of a new marketing education concept, the “Integrated Education in Green Promotion” (IEGP) based on the fundamental assumptions of Mezirow’s “critical reflection” through the investigation of two research questions. IEGP substantially covers the transfer of knowledge, skills, and a...

In this paper, we intended to examine the possibility to investigate two (2) influential theories: a. Activity Theory and b. Transformative Learning Theory (TLT) in order to develop a new behavioristic framework that could be introduced to aid the design and analysis of promotion techniques by approaching major promotion events of particular intere...

The research aim of this paper was to investigate the possibility of improving the marketing strategy for Elounda (Crete) region, as a destination for congress tourism, by examining the effects of destination’s image, destination’s personality and behavioural intentions to congress tourism visitors’ behaviour. In order to investigate the two resear...

This paper examined the possibility of an extension of Fyvbjerg’s conceptualization of critical case study research methodology for the introduction of event study methodology assumptions and best practices to the promotion management field. First, it attempted to do this by categorizing fifty identified empirical papers into Bent Flyvbjerg’s metho...

This paper examined the possibility of an extension of Lind’s and Goldkuhl’s (2005) and Goldkhul (1998) conceptualization of business transaction (in terms of Business Action Theory, B.A.T.), in order to examine the value of a socio-instrumental pragmatism view of communication actions for B2B face-to-face sales interaction system. Such an approach...

div class="page" title="Page 1"> The paper examined the possibility of an extension of critical reflection model’s assumptions by Mezirow, as assumptions for promotion metrics, in terms of promotion campaigns’ assessment and evaluation. A critical hermeneutics approach was adopted for the present study. Our organized literature review leaded us on...

This chapter reports on a study of the benefits of the Integrated Education in Agricultural Entrepreneurship (IEAE). IEAE substantially covers the transfer of knowledge, skills, and attitudes that will allow in each farmer-learner to plan, to launch, and to manage his/her own business and it should be approached from leadership perspective and as a...

The research aim of this master thesis was to investigate the benefits of the Integrated Education in Agricultural Entrepreneurship in Greece. The term “Integrated Education in Agricultural Entrepreneurship” substantially covers the transfer of knowledge, skills and attitudes that will allow in each farmer-learner to plan, to launch and to manage h...

In this chapter, I tried to conduct a discussion beginning from the first marketing theories and through the monitoring of the development stages and its maturation, it leaded to a better comprehension of the scientific marketing thought in the field of cultural products marketing development in to time with applied examples for museums and artisti...

Introduction to the concepts of planning processes of new product and services development, with emphasis to concepts such as: innovation strategy, technology strategy, development of innovative products

The major objective of this study was to test a research hypothesis in order to explain the technology avoidance effect into higher educational environments. We addressed the core research themes of our study using a survey. Our intention was to test marketing students' perceptions (from three small business schools) in order to investigate the pot...

The major objective of this study is to test two alternative models in order to investigate whether customer value and satisfaction represent two theoretically and empirically distinct concepts. We address the core research themes of our study using a survey. This paper contributes to marketing research by introducing a new parameter (the examinati...

The major objective of this study was to test if an official football club sponsorship announcement can influence football clubs' stockholders' behavior: stock returns and stock volatility. The paper dealt with stock market reaction on official football club sponsorship announcement using event-study method. Our research intention was to test 274 d...

The main aim of the present inquiry is to identify and measure the factors that influence business school students' intention to increase PC and internet use to improve their academic performance. In this inquiry we empirically build and investigate a differentiation of the well known Technology Acceptance Model (TAM) (Davis et al, 1989), to study...

Emerging digital technologies and increasing interest in the computerized delivery of higher education have led to e-learning through electronic mail, the Internet, the World Wide Web (WWW), and multimedia. The major objective of this research outlet is to examine the e-learning evolution in business schools. Our research intentions are to investig...

The ordinal regression method was used to model the relationship between the behavioural outcome variable: consumer overall satisfaction in the food-marketing context and the most discussed marketing constructs such as perceived quality and perceived value. Two alternative models were developed in order to lead to a better understanding of consumer...

The major objective of this study is to test if an Olympic Games sponsorship program can influence investors' behavior: stock returns, stock volatility and transaction volumes. The paper deals with stock market reaction on Olympic sponsorship announcement for service organizations using event-study method. Our research intention is to test 440 dail...

The major objective of this study is to test a model that explains consumer repurchase intention for technological advanced food products in developing economies. We address the core research themes of our study using a survey of 800 Greek households. Our intention is to test consumers' perceptions in order to investigate the potent influence of so...

The original cultural roots of Economics, Informatics and Decision Sciences are related to its genesis, mythology, and prehistory and, of course, to its proto-foundations as a scientific discipline. The knowledge of the cultural roots of the Economics and Decision Sciences will promote our understanding of this vital topic and will deepen our think...

The major objective of this preliminary study is to conceptualise the relation between stock market integration and society's prosperity. In terms of this conceptualisation, we introduce the concept of "society's attainable growth". Our intention is to identify a high-priority strategic goal, which will empower the "social capital" in EU. The autho...

The major objective of this paper is to present the research model, the constructs and the hypotheses, in terms of a consumer repurchase intention analysis for technological advanced food products in developing economies, such as Greece.

The original cultural roots of Economics, Informatics and Decision Sciences are related to its genesis, mythology, and prehistory and, of course, to its proto-foundations as a scientific discipline. The knowledge of the cultural roots of the Economics and Decision Sciences will promote our understanding of this vital topic and will deepen our think...

Building businesses leaders is the pathway to increase competitiveness in a micro- and macro-economic level. That’s why marketing (a word of ancient Greek origin) and leadership are two linked concepts. So, it seems that there is a highest research priority on how higher levels of marketing productivity can be achieved. A ‘good’ leadership (product...

The major objective of this study is to measure perceptions of CBOs' (Community-Based Organizations) CEOs on the value of customer satisfaction measurement. We address the core research themes of our study using a survey, in order to study CEOs' perceptions on customer satisfaction measurement practices from 100 CBOs. The findings indicate that CEO...

The major objective of this study is to identify a methodology that will help educators in marketing to efficiently manage the design, impact, and cost of case studies. It is my intention is to examine the impact of case study characteristics in relation to the degree of learner involvement in the learning process. The author proposes that educator...

Information risk management in the marketing function will play a significant role in the decisionmaking process of any modern business. With the development of computer science and technology, innovative ways have been introduced to process information. At the same time, it is realized that the different ways of comprehending information used by h...

The major objective of this paper is to propose an integrated theoretic model in order services organizations to manage efficiently the quality of augmented customized services

The major objective of this study is to test if a case study has a direct effect to the accomplishment of the educational objectives of marketing courses. The findings suggest that marketing educators can assess the effectiveness of case studies, using the 13-item performance model and control their quality through the measurement of the elasticity...

The major objective of this study is to measure the impact of information-based criteria for influence strategies to the effectiveness of business-to-business marketing communications programmes. For the tests of the stated hypotheses, a survey has been conducted. The author tried to assess the degree of adoption of the listed criteria, as an indic...

A "good" leadership seems to be expressed from the known formula of management science referred to the productivity of management/leadership efforts: effectiveness (degree of achieving goals) to efficiency (degree of exploitation of entered information). This means that variables that impact to higher levels of efficiency impacts directly to the pr...

I examined Greek marketing managers’ attitudes and practices regarding to the planning of business-to-business marketing communications programs and their impact to competitiveness. According to the research aim, I investigated the following research questions: P1: How the business-to-business marketing managers perceive marketing communications? P...

In this paper, we argue that stock options are a highly effective marketing communications (marcoms) medium, which due to their influence on the profitability of the organization, possess characteristics that should be included in strategic marketing planning for financial and non-financial organizations. This study aims to test whether stock optio...