31 research outputs found
Entrepreneurial marketing: a strategy for the twenty‐first century?
No full textPurposeThe purpose of this paper is to present the author's view of the role of entrepreneurial marketing (EM) as a strategy to address the dynamic marketing environment of recent times.Design/methodology/approachThe author reflects on some significant marketing changes and provides some contemporary example of companies that have successfully adopted EM approaches and challenged traditional marketing wisdom.FindingsEM is best conceived not as a nexus between marketing and entrepreneurship, but as an augmented process, where both the entrepreneur and the customer are the core actors, co‐creating value within the marketing environment.Originality/valueWhile this is an opinion piece, the paper provides evidence of how EM can be adopted and applied by entrepreneurial firms and challenges marketers to create and control their own‐marketing environment.</jats:sec
COVID-19 Pandemic Planning and Management: The Case of New Zealand General Practice Medical Centres
No full textThe objective of this study was to explore the potential enhancement of response within GP medical centres in New Zealand when facing heightened healthcare demand during a pandemic. This investigation sheds light on effective crisis management and leadership. By elucidating the contributions of this research, we gain a deeper appreciation of its importance in advancing our understanding of pandemic management. This study has yielded fresh insights and knowledge, beneficial to both academic and real-world applications, particularly concerning the adoption and effects of leadership and management within the healthcare domain amidst crisis situations. Using a multiple case study design, we conducted 86 in-depth interviews with staff from 16 General Practice centres in New Zealand. The critical activities delivered during the first six months of the COVID pandemic to keep New Zealand communities safe during the initial COVID-19 outbreak were (a) leadership in health service planning, including workforce planning, new operational processes, and expansion in the use of Information Communication Technology systems by the GP medical centres; (b) environment disinfection using national guidelines, education and establishment of respiratory clinics and expanding testing sites in GP medical centres; and (c) education and outreach to the patients including the protection of Māori, Pasifika, and remote communities. The decision to adopt a localised response to the pandemic, centralise testing, and better understand local-level needs prompted GP medical centres to communicate and engage early and effectively with patients. This enabled centres to lead and manage the COVID-19 pandemic with greater efficiency in the first six months of the outbreak. The New Zealand government’s “team of 5 million” COVID-compliance campaign program provided clear and persistent communication by the Ministry of Health. This campaign assisted in a better national understanding and compliance with the regulation of the COVID-19 pandemic. The dedication of medical centre managers to forward planning using contingency and accrued funding and setting up Community-Based Assessment Centres and respiratory clinics, including walk-in and outreach services, proved to be highly effective. GP centres led the way in COVID-19 pandemic planning, response, and management
Understanding the Wine Consumption Behaviour of Young Chinese Consumers
No full textThis study investigates how young Chinese consumers across generational lines engage with wine, addressing three key research questions: What motivates their wine purchases? What sensory preferences do they exhibit? And through which channels do they prefer to buy wine? Based on a qualitative design combining focus groups and semi-structured interviews, the study identifies significant generational differences between millennials and post-millennials. Millennials treat wine as a social tool for networking and status, while post-millennials view wine as a medium of personal identity shaped by digital culture. Similarly, millennials prefer a balance of traditional and digital retail, whereas post-millennials favour online platforms. Experiential consumption follows the same pattern, from formal tourism to virtual tastings. By linking these findings to institutional and cultural theories of consumer behaviour, the study contributes to a nuanced understanding of wine consumption in an emerging market. It provides practical implications for wine marketers aiming to localize their strategies for younger Chinese segments
Post-disaster business recovery:an entrepreneurial marketing perspective
No full textThe frequency and ferocity of recent natural disasters have necessitated the urgency and relevance of disaster-related research to mitigate risk and hasten recovery. While there is a proliferation of studies on the impact of disasters on property, life, communities and the environment, much remains unknown about entrepreneurial challenges and behaviours post-disaster. This paper investigates how Entrepreneurial Marketing (EM) is enacted in post-disaster settings to facilitate speedy business recovery. We examined the post-quake experiences of small business entrepreneurs by using inductive research and adopting a ‘theories-in-use’ approach. Research propositions are developed that capture the dynamics of the business environment which influence entrepreneurial decisions, actions and EM behaviour. A new definition is offered in the light of this study and an EM Post-Disaster Business Recovery (EMPDBR) Framework is provided. This framework highlights opportunity-seeking, resource-organising, creating customer value and accepting risk (ORCAr) as concepts that are markedly different in the post-disaster context.</p
Serendipity, effectuation, entrepreneurial marketing and fast growth entrepreneurial firms
No full textAlliance size and airline performance / Robert T. Hamilton and Sussie C. Morrish
No full textThis paper is a replication and extension of some previous work that seeks to isolate the effect of alliance size on the profitability of nine international airlines over the period from 1985 through to 2000. The paper begins with two contrasting industry viewpoints on the effect of alliances on airline performance. The findings suggest that, while the number of alliance partners has some effect in raising employee productivity, it has no direct effects on the passenger loadings or pricing behaviour Furthermore, we found no evidence that alliance size has any direct effect on the overall profitability of the airlines involved and, in particular, none to suggest that larger alliances lead to higher airfares. We conclude that it is higher employee productivity and the ability of a carrier to charge higher fares per passenger per kilometre that are the main influences on airline profitability
Fast-growth firms and successful environmental entrepreneurs in emerging countries
No full textGrowth is a broad area and many aspect of growth is under research especially in smaller and entrepreneurial firms. Many research show that growth and fast growth happens randomly and is not a continuous phenomenon. In this study, we investigate how successful entrepreneurs grow their firms. The investigation involved ten fast-growth firm cases in Iran -as an emerging economy- in different industries. The research is qualitative and data gathered through semi structured in-depth interviews. After coding, all interviews are mapped. By using Decision Explorer® all causal maps are analyzed. Analysis show that fast growth is a direct outcome of entrepreneurial marketing (EM) practices and indirectly influenced by serendipity. Serendipity is an element observed in many firms that generally occurs at the initial phase of firm formation and could bring great opportunities but indirectly associated with fast-growth. However, serendipity itself is not important but the ability to recognize and exploit opportunity is a crucial activity that entrepreneurs are really great at it. The ability of entrepreneurs to exploit serendipitous opportunities and use entrepreneurial marketing practices in terms of innovative products and activities/process lead to fast growth. Other elements, such as network, innovation, and perseverance, could either directly or indirectly influence growth
Networks, Dynamic International Opportunity Recognition and Performance Among International New Ventures
No full textCultural values and higher education choices: Chinese families
No full textResearch on the marketing of higher education institutions has mainly been concerned about the selection criteria used in the decision making process, this research fills a gap in the literature by exploring how in-grained cultural values influence a Chinese student's decision to study abroad. Twenty interviews were conducted among participants who were in the process of deciding on higher education abroad. Nine of the participants were Chinese parents, and eleven were students. The themes which emerged from the interviews are discussed by linking it to the literature to provide insights. The decision making process is strongly influenced by traditional values rooted in Confucianism, and child-centredness due to China's one-child policy and modern Western values. The article concludes with a discussion on the implications for the marketing of international higher education institutions. © 2011 Australian and New Zealand Marketing Academy
