1,721,014 research outputs found
Antecedents and consequences of organizational efforts on customer engagement in C2C online auction commerce environment
No full textWith the growth of Customer to Customer (C2C) auction websites, understanding customer engagement is important for both practitioners and researchers. Therefore, this article focuses on C2C auction organizations’ efforts on customer engagement. The article draws on three important antecedents to customer engagement in C2C auction commerce namely, investment in reputation and trust building efforts; ease of learning and experience; and features of online auction websites. A survey-based methodology was employed with a sample of 256. The results indicate that the antecedents positively affect customer engagement which in turn impact on behavioural intentions. The findings of the study are likely to enhance our understanding of the multiple-stage consumption process of C2C auctions where customer satisfaction is not a post consumption phenomenon and occurs in parallel with customer engagement. The findings provide valuable insights regarding factors managers should focus their attention on tailoring their approaches and content
An exploratory study conceptualizing marketing thought in medium sized entrepreneurial firms in France, Germany and Italy
No full textThe research on the interface between entrepreneurship and marketing has emerged as one of the major research constructs in the past decade. We employ a grounded theory and multiple case methodology approach exploring perceptions and practices of marketing among entrepreneurs in medium-sized firms in France, Germany and Italy in conventional and high-tech industries. We examine the ideas of entrepreneurs on various market orientation issues identified in the literature, namely, opportunistic behaviour, sales and marketing approach, visioning of the future, and customer orientation. We also explore the entrepreneur's conceptualisation of marketing and approaches to strategy and planning. The findings suggest that the approach of entrepreneurs to their strategic and marketing thinking is contingent on the context. The paper contributes to the ongoing debate of the role of entrepreneurship in developing our knowledge of marketing by providing empirical evidence of entrepreneurial thought on strategy and marketing, as well as emphasising the context-specific nature of entrepreneurial decision makin
Marketing perceptions and conceptualizations of entrepreneurs in European mid-size firms: case evidence
No full textEntrepreneurs conceptualization of marketing: Multiple case study evidence from three European countries
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A study measuring the impact of integrated technologies on consumer confusion in the mobile phone market
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The effect of multi-level factors on MNEs' market entry success in a small emerging market
No full textPurpose: Whilst earlier studies of market entry success factors have mostly focused on large emerging markets such as China or India, limited attention has been given to smaller emerging markets. The purpose of this paper is to identify the effects of firm-level (i.e. entry mode and firm size), country-level (i.e. market potential, country risk and openness) and cultural distance on successful market entry strategies of multinational enterprises (MNEs) in a smaller emerging country (Thailand). Design/methodology/approach: Using archival data from 1996-2008 and a survey of 139 firms, the results reveal significant influence of both market potential and cultural distance on successful market entry. Findings: Overall, the findings demonstrate a cautionary approach when generalizing the results of studies focusing on large emerging markets to smaller emerging markets. Smaller emerging markets such as Thailand offer very different market-space than large emerging markets and therefore the overall determinants of success may differ substantially. Practical implications: Market potential appears to be the most significant variable in entering the Thai market. The findings also suggest a negative and significant relationship between cultural distance and market success in Thailand. This reveals that foreign firms that enter small emerging markets which are culturally close to their home countries can enjoy a greater possibility of success. Originality/value: This study is a first step towards sensitizing corporations and policy makers in understanding the differences in market entry success factors between larger and smaller emerging markets and strategizing accordingly.</p
Communicating responsibility-practicing irresponsibility in CSR advertisements
No full textWith research focusing on corporate social disclosure mainly through websites and corporate reports, corporate social responsibility (CSR) communications remain an emerging field. However, little is known about CSR advertisements. Combining legitimacy theory and the theory of impression management, this paper develops and evaluates a conceptual framework about how organizations publicize their CSR strategies through print advertisements in order to disclose social and environmentally responsible behavior to their stakeholders. Theoretically, this paper contributes to the body of knowledge of CSR communications by identifying the impression management approach organizations adopt to legitimize their CSR strategies through "informing" (CSR) and/or "diverting attention" by practicing corporate and social irresponsibility (CSI). The exploratory research finds that CSR advertisements contain a limited amount of substantial information and third-party associations which reflects possible latent CSI motives. This paper contributes to managerial practice and policy making by offering a set of recommendations for meaningful CSR engagement.</p
Digital Buying Behavior:The role of regulatory fit and self‐construal in online luxury goods purchase intentions
Full text linkDrawing on regulatory focus theory, this study examines how consumers’ promotion and prevention focus influences luxury purchase intentions in an online domain. The research further investigates the interactive effects of regulatory focus, goal orientation, and self‐construal through four studies. Study 1 shows that promotion‐focused versus prevention‐focused consumers have a greater tendency to purchase luxury goods online and in‐store. Contrary to extant research regarding the compatibility between message frame and consumers’ regulatory focus, using varying manipulations, Studies 2 and 3 find the primacy of prevention‐framed messages in influencing online luxury purchase intentions for promotion‐ and prevention‐focused consumers. Further, unlike prior studies, Study 4 shows no significant interaction effect between regulatory focus, goal orientation, and self‐construal and adds a possible boundary condition by demonstrating how regulatory focus and self‐construal effects differ for luxury purchase online. Overall, the studies offer important contributions to theory and practice relating to luxury consumption in cyberspace
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