No full-text available
To read the full-text of this research,
you can request a copy directly from the authors.
Strategic Marketing Decisions
Abstract
The term “strategic marketing decisions” describes the set of activities of an enterprise that are oriented to the consumers (Fletcher, 1990). Terms such as business politics, strategic market planning, strategic marketing, business strategy, will be included, from now on, in the term “strategic marketing decisions”. By speaking more generally, we could say that the importance of various strategies varies according to the nature and the market position of each enterprise.
... At the same time, it is a discipline, probing the emotional, mental and behavioral reactions of consumers (see Figure 2.2) (Kardes, Cronley and Cline, 2011). In this context, consumer behavior studies actually investigate who consumers consist of, what, why, when, where, how and how frequently they purchase and use -in short, how individuals consume (Schiffman and Kanuk, 2004;Sahaf, 2008). Ashok Jain explains consumer behavior with six different characteristics. ...
One of the principal activities, ensuring the functioning of the existing system and its continuity in today's capitalist societies, is consumption. Especially the neo-liberal policies in Turkey, executed in the 1980s, the globalization process and technological developments brought a consumption-oriented social mentality into the forefront, requiring the emergence of a new type of consumer. Affected by these conjectural conditions of Turkey, Generation X was stuck between the old and the new and became the first consumers of the Turkish consumption culture. The following generation, Generation Y, on the other hand, started to exist as consumers in a time, when digital breakthroughs were witnessed in the society and consumption manifested itself in all areas of life. These changes have deeply influenced the shopping practices of Generations X and Y, also called the new generation consumers, as well as their buying behaviors. In this framework, this study attempts to reveal the similar and different approaches of Generations X and Y regarding this topic, by evaluating the offline/online shopping practices and buying behaviors of both generations, from the perspective of the consumption society. Performed with this objective in mind, the scope of this study included the elaboration of relevant concepts through an academic literature review and the usage of in-depth interviews and questionnaires, in order to investigate said matter in Turkey, which yielded comprehensive data. In this context, an important finding is Generation Y's preference to shop online more than Generation X and with hedonic values in mind, while they do so. Key words: Consumer Society, Consumer Behavior, Generation X, Generation Y, New Generation Consumer, Online Shopping, Offline Shopping
... A recent study suggests that it is time to pinpoint a firm's specific value-generated capability rather than looking at overall, in general, firm's capabilities . In a similar vein, a contemporary study also acknowledged the importance of the capability in managing MkISs by applying appropriate technology, which promotes the effective use of marketing intelligence (Sahaf, 2019). Explicitly, Hossain et al. (2020) stated that existing capability researches are broad and not specific value-centric. ...
Abstract
Purpose
The marketing information system (MkIS) in the data-rich business environment receives all the attention these days, but as essential and perhaps even more essential is marketing information system management capability (MkISMC). Although many service firms apprehend the return from MkIS, others clearly struggle. It seems that MkIS management capability dynamics and their direct/indirect holistic influence on service firm's competitive performance are unsolved in the current data-driven service economy. This study aims to conceptualize a model and test the antecedents on service firms' competitive performance.
Design/methodology/approach
This study utilises a cross-sectional survey of a sizeable sample of service firms managers at the firm level. A total of 250 usable responses were obtained and analyzed through the structural equation modeling.
Findings
Results reveal that variables under their respective direct influences are positively and significantly related. Interestingly, MkISMC has a relatively large magnitude of positive and direct effects on service firms' competitive performance. The other variables, such as use of
marketing analytics (UMAN) and service innovation management (SINM), partially mediate MkISMC on the competitive performance of service firms.
Practical implications
The findings inform practitioners that MkISMC, UMAN, and SINM play a vital role in attaining service firms' competitive performance in the data-rich environment. Overall, it deepens the understanding of the contingency effect of UMAN and SINM of service firms on competitive performance.
Originality/value
The study advances theoretical understanding of resource-based view, market orientation, and dynamic capability that formulates the relationship of MkISMC, UMAN, and SINM in attaining service firm's competitive performance in the ever-changing data-driven business economy.
Keywords: Marketing information system; Marketing analytics; Service innovation management; Competitive performance, data-driven innovation
... From a consumer behavior perspective, perceptions are an attempt by a consumer to obtain and process information about a market situation with a purpose to make himself aware of the market and market offeringsmarket events, marketers, products/services, advertisement, physical environment of the market outlet and so on (Sahaf, 2008). ...
In spite of the huge increase in internet usage in Kenya over the past years, the usage of online retailing services in Kenya is still very low, thereby posing an existential threat to the service providers. To induce more initial users to continue using these services, there is need to establish what affects their continued usage. Individual factors, in particular customer perceptions, have been shown by both the information systems (IS) as well as the marketing fields to have significant effect on sustained use of online retailing services. This study therefore sought to establish the effect of customer perceptions on the usage of online retailing services in Nairobi County, Kenya. Its objectives were to establish whether there is a relationship between perceived attributes and usage of online retailing services, to determine whether there is a relationship between perceived risk and usage of online retailing services, to analyse whether there is a relationship between perceived value and usage of online retailing services, to evaluate whether customer satisfaction has a mediating effect on the relationship between customer perceptions and usage of online retailing services and to establish whether customer demographics have a moderating effect on the relationship between customer perceptions and usage of online retailing services. The study employed a descriptive, cross-sectional, survey design and explanatory design. The target population was 6 online retailing firms and the respondents for this study were the 18,147 registered users of these six online retailing firms in Nairobi County, Kenya. A sample of 391 respondents was selected using multi-stage sampling methods including purposive, stratified and simple random sampling. Primary data was collected using a self-administered structured questionnaire and an interview guide, while secondary data was collected through document review. Questionnaire responses were analyzed using descriptive and inferential statistics which involved both linear and logistic regression analysis. Figures and tables were used to present the data. Data from key informant interviews was analyzed using content analysis technique to complement the quantitative data. The results showed that consumer perceptions have a significant effect on the usage of online retailing services. The study also found that customer satisfaction does have a mediating effect on the customer perception – usage relationship. Furthermore, the research established that demographic factors do not have a significant moderating effect on the customer perception - usage relationship. The findings of this study underscore the importance of customer perceptions and customer satisfaction in enhancing the likelihood of success of online retailing services. Consequently, the study recommends that online retailers should enhance service features/attributes as a way of ensuring success of their services by taking into consideration customer-specific needs by personalizing the website to make it more useful, compatible with customer requirements and easy to use for users. In addition, online retailing service providers need to build trust amongst their users regarding online purchasing. Further, online retailers should design and deliver a unique value proposition that has both functional as well as hedonistic appeals. Online retailers should also have an effective customer satisfaction strategy for purposes of customer retention. Moreover, it is imperative for online retailing firms to have a good understanding of their target customers, since this will not only help in determining the appropriate customer engagement strategies but also how to enhance the long-term usage of their services. On the government‘s part, the study recommends the tackling the barriers to online shopping usage primarily through legislation. Since usage also hinges on trust, the government could license a suitable entity to oversee online consumer protection to address users‘ concerns.
... Due to the connection of strategic marketing with marketing orientation as a strategic perspective, it is best suited for the businesses that aim to enter the wide markets. Consistent focus by the employees is required for the characterization of oriented businesses at all levels of consumer needs and competitive circumstances (Sahaf, 2008). The factors affecting the strategic development within the organization are represented in Figure 1. ...
Organizations face endless obstacles for the protection of current marketplace and market shares. Strategic management act as a contributing factor to make stream of movements towards sustainable successive operational business development in the international business. Therefore, the present study has discussed the significance of strategic management in the development of international businesses. The study results have shown that existing financial institutions are improved and new firms within international market are emerged as a result of rapid development of financial market. The successful transition for initiating tactical adjustments on the basis of preconceived scenarios is guaranteed through the integration of acts of strategic development. Moreover, the development of strategic plan needs a great deal of strategic thinking to bring the organization’s aim to fruition. The goals of strategic marketing are achieved by ensuring a strong focus on the customer needs. The marketing tools utilized by majority of the organizations to achieve competitive advantage include; loyal customer relationship, innovation, alliances, and communication. The international strategic management tends to drive strategies of successful businesses within diverse market environment. The results have concluded that organization can gain success by developing strategic alliance with companies of similar field of operation. Moreover, mostly companies have successfully modified and created new expansion strategies to enter the marketplace.
... The commercial use of the internet has grown tremendously over the last two decades, characterized by a proliferation of various online-based electronic commerce (e-commerce) 7 market and market offerings (Sahaf, 2008). Consumers establish and continuously update their perceptions about the alternative products/services that they are considering and based on those perceptions, they determine their attitudes towards the products (preferences). ...
The assessment of antecedents of customer satisfaction has become very important for the success of online retailing services. This paper reports the results of a study that investigated the antecedent role of customers' perceptions visa -vis satisfaction with online retailing services. While the study model conceptualizes customers' perceptions as a composite variable made up of three dimensions (perceived attributes, perceived risk and perceived value) prescribed by four established information systems (IS) and consumer behaviour frameworks, namely the Technology Acceptance Model (TAM), Perceived Risk Theory (PRT), Theory of Consumption Values (TCV) and Expectations-Artifact Model of Satisfaction (EAMS), it does not specify how the different perceptual factors infl uence online satisfaction; instead it aggregates all three dimensions into a higher-order construct called "customers' perceptions" and tries to understand the nature of relationship between the composite independent variable and the dependent variable. It employed a descriptive, correlational survey design whereby the response data collected from 240 registered users of 6 online retailers was analyzed using both descriptive as well as inferential statistics. The linear regression analyses indicate that the model provides a statistically signifi cant explanation of the variation in consumers' online retailing satisfaction. The study also found empirical support for customers' perceptions as an antecedent of satisfaction with online retailing services.
... The internal generic strategies the company has adopted in the face of such opportunities and threats are differentiation and cost leadership [35]. Melcom differentiates its retail service from competitors by offering a one-stop service. ...
Strategic positioning is very important in this 21st century era, where the marketplace is overcrowded with intense competition and me-too products. Firms are expected to strategically position themselves to achieve competitive advantage. Any firm that lacks a clear strategy can end up in a muddle and confusion. This study provides a critical assessment of the strategic position of the Melcom chain of shops within the Ghanaian retail industry. A review of literature on the factors that strategically position a company above its competitors is conducted. This is followed by a summary of Melcom positioning and customer expectation. The study reviews the external environment in which Melcom operates and finds opportunities such as increasing demand for its products, but also uncovers threats such as competition from foreign investors. The report considers how the external environment influences Melcom's strategic position and identifies the company's generic strategies of differentiation and cost leadership. Using a case study method, the paper derives qualitative data on the retail industry in Ghana using Porter's five forces. It achieves this by analysing the industry and evaluating its effect on Melcom. The report also reviews Melcom's competencies and resources, and identifies the sources of the company's competitive advantage. The report concludes with a series of strategic recommendations for Melcom. The aim of these is to help improve Melcom's market share and sales.
... Furthermore, M.A. Sahaf (2008), while establishing relational sales force requirements, noticed that the sales executives should identify the following key success factors ensuring high performance of salespeople: ...
The purpose of the paper is twofold: first, to briefly review the competences and tasks of the sales manager; second, to attempt to verify empirically the normative model of work of the sales manager on the market of agricultural machinery in Poland. The presented results of an exploratory study show tasks, rights and scope of the sales manager's responsibilities on the agricultural machinery market. They also contain information about the place of the sales manager position in the organisational structure of the enterprise. On the basis of the presented findings one can conclude that managing the sales department effectively and efficiently poses a great challenge. The sales manager should have broad competences which enable not only achieving sales objectives but also moulding positive relations with internal and external environment. Furthermore, skills in the key areas of tasks and rights attributed to the position should be constantly developed.
The present study investigates the pragmatic and rhetorical aspects of the advertising message in an attempt to explore how persuasion takes place. It aims at identifying and analysing the persuasive appeals, rhetorical devices, and speech acts the advertisers use in the headlines of some American and Iraqi billboard advertisements. For this purpose, an eclectic model has been adopted which consists of Searle’s (1969) speech acts theory, Lucas’s (2009) persuasive appeals, McQuarrie and Mick’s (1996) rhetorical devices, and Cook's (2001) advertising context. The findings of the study showed that American and Iraqi billboards share a lot in common. To begin with, advertisers relied mainly upon the tropes of ellipsis and hyperbole in writing advertisements. Moreover, pathos appeal was employed as the basic tool to achieve persuasive impact upon the potential customers. Also, directives, representatives, and commissives were the main acts through which persuasion was realised. Interestingly, advertising context had been found indispensable by contributing a great deal not only to making the advertising message clear, but also to providing the necessary means for attaining the persuasive appeals.
Purpose: Studies on participation of various social groups in sports reveal not only positive but also negative impact of this activity on the person's health, well-being and future. A particularly serious social problem in sport is the aggressive behaviour of all participants, which can also manifest itself as bullying and cause a number of negative consequences. The aim of the research is to identify the prevalence of bullying and harassment in organized sport in the case of individual, combat, team sports and participant roles. Methodology. A supplemented version of Bullying and harassment in sport questionnaire (BHISQ) was used to conduct the survey. The survey involved 1440 participants of organized sport. Findings: Almost one third of research participants in the team sports identified themselves as victims, which is significantly more than the sum of the results of two remaining groups. Comparing the percentages of victims' and bystanders' confessions, it has been found that bullying in individual sports can be significantly more active; i.e., the number of athletes who have seen bullying is significantly higher than the number of athletes who have named themselves as victims. The highest manifestation of bullying unfolds in team sports, where most-almost one fifth-of respondents attributed the role of the bully against their team member(s) to themselves, while the percentages of bullies against opponents in combat and team sports are similar. In combat and team sports, unlike in the individual sports, the roles of bullies against opponents, unfolding in bullying actions, are more frequently expressed.
Background::
Entry into a new therapeutic area, that is, one in which a pharmaceutical firm lacks experience, is a considerable challenge for firms that need to overcome scientific and technological barriers. To address this issue, the present study aims to explore the potentiality of alliances in an empirical manner.
Methods::
From the clinical trials sponsored by 20 major pharmaceutical firms during 2008-2016 listed at ClinicalTrials.gov (n = 14,941 clinical trials), cases of entering a new therapeutic area for a pharmaceutical firm were extracted (n = 73), followed by statistical analyses to evaluate the effect of alliances in this regard.
Results::
We found that the average number of participating organizations in the cases of entering a new therapeutic area was significantly larger than that in the cases of entering an area in which firms had experience ( P < .01), suggesting that alliance has a positive effect on new therapeutic entry for these pharmaceutical firms. Second, we found that the cases of partnering with nonindustrial or nongovernmental organizations (ie, universities, research institutes, hospitals, funding agencies, and others; n = 32 of the 73) were significantly associated with these new entry trials (adjusted odds ratio = 1.1, P < .05). Furthermore, we identified that 10 of the 32 clinical trials were associated with rare diseases, which is an overrepresentation compared to the occurrence in the universe (1015 of the 14,941; P < 10-5).
Conclusions::
These findings strongly suggest the importance of alliances with diversified partners in new therapeutic entry and also provide a basis for further detailed investigation of key success factors for pharmaceutical firms.
ResearchGate has not been able to resolve any references for this publication.