| 1. |
- Aagerup, Ulf, 1969-, et al.
(författare)
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Building a warm and competent B2B brand personality
- 2022
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Ingår i: European Journal of Marketing. - Bingley : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 56:13, s. 167-193
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Tidskriftsartikel (refereegranskat)abstract
- Purpose This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers. Design/methodology/approach A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B companies selling industrial equipment to manufacturers build brand personality. Findings The studied companies concentrate on different brand personality dimensions depending on the activities in which they engage. By focusing on brand competence in the realm of the actual product and brand warmth in the realm of the augmented product, the companies manage to create a complete and consistent brand personality. Research limitations/implications The research approach provides in-depth knowledge on how the companies build brands for a specific type of B2B product. However, the article's perspective is limited to that of management and therefore does not take customer reactions into account. Practical implications The study describes how firms can build strong B2B brands by emphasizing competence in product design and R&D and warmth in activities related to sales and customer service. Originality/value The study introduces a conceptually consistent view of brand personality in the form of warm and competent brands to the B2B marketing literature. It builds on and contributes to the emerging research on B2B brand personality. By relating the companies' brand-building activities to the type of products they sell, this study illustrates how context affects B2B brand building, and by integrating brand personality theory with product levels and marketing philosophy, it extends previous theory on B2B branding.
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| 2. |
- Andersson, Svante
(författare)
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Suppliers' international strategies
- 2002
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Ingår i: European Journal of Marketing. - Bradford : MCB Journals. - 0309-0566 .- 1758-7123. ; 36:1-2, s. 86-110
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Tidskriftsartikel (refereegranskat)abstract
- A longitudinal study of the international behaviour of Swedish suppliers is presented. Three different types of supplier are identified: simple suppliers, advanced suppliers, and own product suppliers. Factors influencing the internationalisation of these suppliers are discussed. It is concluded that the firms' offer and the customers' buying strategies influence the firms' international behaviour. However, these factors do not determine the international strategies completely. Various entrepreneurs will choose various strategies. Three different types of entrepreneurs are identified: the marketing, technical, and structural entrepreneurs. The type of entrepreneur influences the firms' international strategies in different directions.
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| 3. |
- Anisimova, Tatiana, et al.
(författare)
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The performance implications of company-salesperson corporate brand misalignment
- 2010
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Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 44:6, s. 771-795
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – Global competition has increased a manufacturer focus on relationships and optimization of internal processes within channels of distribution. One of the central themes of channel relationships and an important theoretical proposition in corporate branding has been achievement of alignment between corporate and stakeholder perspectives. Using three corporate brands, this study seeks to use a configurational theoretic approach to investigate how deviation of salespeople from the corporate perspective is related to their satisfaction and commitment.Design/methodology/approach – The manager-specified ideal corporate brand profile was used as a proxy for a corporate perspective and a benchmark. Applying the Profile Deviation approach to study the effects of misalignment, the authors hypothesise that salespeople's deviation from the corporate perspective is negatively related to their satisfaction and commitment.Findings – Results, which were robust across the three corporate brands, partially support the hypotheses. However, positive performance implications of salesperson deviation suggest that the effects of misalignment are more complex than currently viewed in the literature. Findings and implications are discussed and research directions are developed.Practical implications – The study offers insights into the areas of corporate brand misalignment, internal branding and salesmanship.Originality/value – From the comparison of the three congruence models, it was intended to infer which corporation has succeeded in narrowing the perceptual discrepancy between the corporate and salesperson perspectives. By developing a fine-grained analysis the study pin-points the actual aspects that require co-alignment, thus facilitating managerial decision making.
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| 4. |
- Archer-Brown, Chris, et al.
(författare)
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Conspicuous political brand interactions on social network sites
- 2018
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Ingår i: European Journal of Marketing. - : Emerald Publishing. - 1758-7123 .- 0309-0566. ; 52:3/4, s. 702-724
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Tidskriftsartikel (refereegranskat)abstract
- Purpose Acquiring Likes for a political party or candidate's Facebook pages is important for political marketers. For consumers, these Likes are conspicuous, making their political affiliation visible to their network. This paper aims to examine the roles of the undesired social-self and visibility (conspicuous vs inconspicuous) in predicting consumers' intention to Like political brands. The authors extend knowledge on the undesired social-self and transference of theory from general marketing to a political domain and provide practical advice for political marketers engaging social network sites. Design/methodology/approach The authors gather data from two surveys run with Facebook using electorates in the run up to the UK 2015 and US 2016 elections (n = 1,205) on their intention to Like political brands under different visibility conditions. Findings Data support the theorized relationship of the undesired social-self with social anxiety intention to Like when Liking is conspicuous. However, data also indicate that all users - irrespective of proximity to the undesired social-self - prefer to Like inconspicuously. Research limitations/implications The research is limited by the generalizability of the specific context and the use of self-report measures. Practical implications Political marketers should reconsider promoting conspicuous consumption for that which is more inconspicuous. Originality/value The authors provide the first examination of the undesired social-self in driving behavior under different visibility conditions. Furthermore, the authors challenge the extension of existing knowledge of the self-concept within political marketing, based on the norm for consumers' to avoid disclosing political views publically.
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| 5. |
- Awuah, Gabriel Baffour, et al.
(författare)
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Interactive (networked) internationalization : the case of Swedish firms
- 2011
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Ingår i: European Journal of Marketing. - UK : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 45:7-8, s. 1112-1129
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this study is to provide deeper insights into the extent to which an independent actor(s) actively collaborates with the internationalizing firm so as to jointly determine the choice of market, the mode of entry and the level of investment committed in the market to be entered and even after the entry (i.e. the ongoing activities). Design/methodology/approach - Against the previous purpose section, a qualitative research approach is selected to guide the exploratory nature of this study. Thus qualitative data are used to build the two case studies because case studies are generally a more appropriate approach when "how" and "why" questions are being posed and when the investigator has little control over events. Findings - Based on two multiple case studies, one major finding of the study shows that independent actors, with their interconnected networks, have played and are still playing a major role in influencing the internationalization processes of each of the two firms in this study. Originality/value - This is an original paper developed based on two case studies which have not been published in any journal before. The paper highlights the role of external independent actors in internationalization, which is not mentioned at all or stressed in the extant literature.
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| 6. |
- Chetty, Sylvie, et al.
(författare)
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Effectuation and foreign market entry of entrepreneurial firms
- 2015
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Ingår i: European Journal of Marketing. - 0309-0566 .- 1758-7123. ; 49:9-10, s. 1436-1459
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this study is to examine the decision-making process for entrepreneurial firms when entering foreign markets and how and why they entered those markets. Design/methodology/approach - A nascent theory in entrepreneurship called effectuation is combined with internationalization process theory as the conceptual framework to study decision-making under uncertainty. The central concept in both these theories is relationships and how they can be used to gain knowledge and thus reduce uncertainty and in the case of effectuation to co-create opportunities to enter foreign markets. The research design involves a multiple case study of software firms from Finland and New Zealand. Findings - It was found that entrepreneurs differentiate between foreign market selection and foreign market entry during their internationalization process, potentially using different decision-making processes in them. They tend to interweave effectuation and causation logics as substitutes in their decision-making. Uncertainty during foreign market entry is not always a barrier because it can provide opportunities depending on the logic used. In addition, there is evidence that entrepreneurs who have existing relationships in foreign markets tend to use effectuation to select and enter foreign markets. Originality/value - This paper transposes effectuation from its original field of entrepreneurship research to the context of internationalizing entrepreneurial firms. Consequently, it contributes toward understanding the decision-making process for selecting and entering foreign markets.
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| 7. |
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| 8. |
- Chetty, Sylvie, et al.
(författare)
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Internationalization and innovation in a network relationship context
- 2010
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Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 44:11/12, s. 1725-1743
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The aim of this paper is to study how network relationships are used in the internationalization and innovation of small and medium-sized enterprises (SMEs) in the software industry. The paper seeks to use the extant literature to develop a matrix consisting of incremental internationalization and innovation and radical internationalization and innovation. Design/methodology/approach: The paper is based on an in-depth qualitative study of ten software firms in New Zealand. The unit of analysis is the firm. Multiple sources of data collection are used, but the main method of data collection is semi-structured interviews. Findings: The ten firms in the study fall into four distinct groups, depending on the type of internationalization and the type of innovation, and each group has particular types of network relationships. Firms with limited network relationships have incremental internationalization and innovation, but those with diverse network relationships have radical internationalization and innovation. The findings indicate that network relationships are influential in shaping the firm's future as well as sustaining the firm. Practical implications: The matrix developed could assist managers to identify where they appear and what relationships they need to form in order to internationalize their innovation. Managers need to be aware of the changing dynamics of network relationships, and the impact this will have on the firm. Originality/value: The paper identifies a gap in current SME research that combines the following three research streams: internationalization, innovation, and networks. The original contribution of the paper is to address this gap so that researchers and practitioners have some understanding of innovation and internationalization of SMEs in the context of networks.
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| 9. |
- Chipp, Kerry, 1973-, et al.
(författare)
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Value-in-Acquisition : An institutional view
- 2019
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Ingår i: European Journal of Marketing. - Bingley : Emerald Group Publishing Limited. - 0309-0566 .- 1758-7123. ; 55:11, s. 2373-2396
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Tidskriftsartikel (refereegranskat)abstract
- AbstractPurposeBy combining consumer culture theory and service dominant logic, this study proposes that value might be understood as value-in-acquisition, such that value outcomes result from the acquisition process in which broader social forces shape the exchange process.Design/methodology/approachThis study addresses low-income consumers, for whom societal arrangements strongly determine service interactions. Qualitative interviews reveal service value processes and outcomes for low-income consumers during acquisition processes.FindingsFor low-income consumers, inclusion, status, resource access and emotional relief represent key value outcomes. Important value processes shape those value outcomes, reflecting broader societal arrangements at macro, meso and micro levels. Marketing constitutes an institutional arrangement that establishes an empowered “consumer” role. Value processes are hindered if consumers sense that their agency in this role is diminished, because marketing interactions give precedence to other social roles.Research limitations/implicationsMarketing should be studied as an institutional arrangement that shapes value creation processes during acquisition. Micro-level value processes have important implications for service quality and service value. Value outcomes thus might be designed in the acquisition process, not just for the offering.Practical implicationsThe acquisition process for any good or service should be designed with its own value proposition, separate to the core product or service. Careful design of value processes during acquisition could mitigate conflict between social roles and those of consumption.Originality/valueThere is value in the acquisition process, independent of the value embedded in the goods and services.
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| 10. |
- Essén, Anna, et al.
(författare)
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Co-production in chronic care : exploitation and empowerment
- 2016
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Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 50:5-6, s. 724-751
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - Many scholars have urged firms to empower consumers to become co-producers, arguing that this empowerment leads to a win-win situation that benefits consumers and providers alike. However, critical voices have emphasised that co-production is a way to exploit rather than empower consumers and hence represents a win-lose idea that benefits providers only. Regrettably, these polarised positions remain disconnected and lack empirical investigation. The aim of the present study is to move the debate beyond this stalemate by integrating these perspectives using an empirical study to explore enabling and constraining implications of the attempts to empower consumers. Design/methodology/approach - This paper is based on a qualitative empirical study of an internationally unique example of a long-term co-production process in rheumatology care. Data were collected using both focused interviews and observations. Findings - The study indicates that both the optimistic and the critical perspectives of co-production are valid and the implications of empowering consumers are two-edged. Research Limitations/implications - The study highlights the need to zoom in and analyse how empowering and disempowering mechanisms relate to specific aspects of particular co-production processes rather than to co-production as a general phenomenon. Practical Implications - The empirical data illustrate the feasibility of employing patients in everyday healthcare production through simple means while raising numerous issues related to, for example, traditional healthcare roles and process design. Originality/value - The present study of a unique, long-term co-production illustrates how both perspectives of co-production are valid.
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