| 1. |
- Andéhn, Mikael, et al.
(författare)
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Facets of country image and brand equity : Revisiting the role of product categories in country-of-origin effect research
- 2016
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Ingår i: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838. ; 15:3, s. 225-238
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Tidskriftsartikel (refereegranskat)abstract
- The country-of-origin effect is a topic central to the field of international marketing. Country of origin has been found to exert a particularly potent effect on consumer evaluation in situations where there is a strong link between a country and a particular product category. The present study provides further insight into how this particular effect can be understood. Drawing on a novel conceptualization of how country image and product categories interact, this study tested the relative evaluative relevance of product category with respect to estimates of brand equity across a variety of product categories. The findings suggest that facets of a country's image that are more closely related to the evaluation situation exert a greater influence on the evaluation of brands. This result encourages scholars as well as practitioners to re-evaluate which situations might cause the country of origin effect to hold managerial relevance and paves the way for new paths toward a more comprehensive understanding of the effect.
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| 2. |
- Brozovic, Danilo, et al.
(författare)
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Making sense of service dynamics : the honeybee metaphor
- 2015
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Ingår i: Journal of Services Marketing. - 0887-6045. ; 29:6-7, s. 634-644
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to explore the honeybee colony metaphor as a tool to make sense of the dynamics of service systems surrounding a service relationship. Design/methodology/approach - Based on qualitative case research, this study develops and applies the metaphor of honeybee colonies as a tool to analytically and discursively draw parallels between different aspects of honeybees and service systems surrounding a service relationship, focusing on the dynamic nature of both. Findings - The honeybee colony metaphor can serve as an analytical tool, helping managers to make sense of the dynamics of service interactions and, as a discursive tool, giving sense to the strategic implications of service providers' everyday activities. Research limitations/implications - Few metaphors, no matter how complex, can wholly capture reality. The honeybee colony metaphor describes the dynamics surrounding a service relationship at a comprehensive level. Further research can focus on the metaphor's particular aspects (the changing role of honeybees in the system, for example) or distortions (e.g. parasitic relationships). Practical implications - The honeybee colony metaphor illustrates the strategic importance of part-time marketers; they "pollinate" and "fertilize" the customers and properly assessed information that they report represents a basis for strategic decisions. Originality/value - The introduction of the honeybee colony metaphor in this paper provides a new lens for capturing the dynamic aspects of service systems surrounding a service relationship and the strategic implications derived from adopting a systemic outlook on service.
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| 3. |
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| 4. |
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| 5. |
- Kindström, Daniel, et al.
(författare)
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Visualizing the value of service-based offerings : empirical findings from the manufacturing industry
- 2012
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Ingår i: Journal of business & industrial marketing. - : Emerald. - 0885-8624 .- 2052-1189. ; 27:7, s. 538-546
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to explore strategies for visualizing the value of service-based offerings in a B2B context. By taking a process perspective on the offering life cycle, this paper also aims at distinguishing which visualization strategies are most appropriate using at which life-cycle stages.Design/methodology/approach – The study employed a qualitative, multiple-case study research design involving five manufacturing firms.Findings – Primary findings are that firms need to make use of several different visualization strategies depending on, among other things, the key stakeholders and also where the firm's offering is currently positioned in the service-based offering life cycle.Research limitations/implications – While the empirical data is from only one sector – i.e. manufacturing – managers from other B2B sectors should have an interest in the results and the key aspects identified. Further research could also establish linkages to performance metrics.Originality/value – Visualization strategies have been relatively rarely studied from a B2B perspective, and the process dimension, especially, is novel.
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| 6. |
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| 7. |
- Kumar, Nishant, et al.
(författare)
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The role of networks in the exploration of international market opportunities by new ventures
- 2016
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Konferensbidrag (refereegranskat)abstract
- International new ventures (INVs) are often characterized as relatively new and small firms, lacking resources, established brand image, and seeking internationalization early in their life. Being new to international markets, they face various challenges such as liability of newness, foreignness or outsider-ship and from limited knowledge to tackle the uncertainties that exist in foreign markets. Therefore, these firms face uphill tasks in their internationalization process, particularly gaining confidence of their potential customers, and finding acceptance to their products and services. Yet, a number of small and new firms chose to go abroad and seek growth. Prior studies suggest that such expansion is possible because of the entrepreneurial competence and the global outlook of the founders. Research also emphasizes the role of personal network of founders in growth of new ventures. Such firms can benefit from their access to network resources and their embeddedness in local technological clusters. Research further suggests that the survival and success of these firms is closely associated to their ability to offer innovative products and services to their clients. Yet, developing innovative products and services and finding customers in foreign markets is a complex process, particularly in the case of knowledge-intensive products and services as this may require proven capabilities and high resources commitments on intensive foreign market activities. To overcome resource and market challenges these firms may rely on their network contacts and relationships with clients. However, the extant literature is not clear whether and how small ventures can benefit from their relationships as it may not be sufficient to guarantee market success and would require serious efforts from the firm to benefit from them. We believe that only in certain conditions these relationships can yield desired benefit and be useful for the growth of small ventures. This may require understanding how relationships and network help small new ventures develop capabilities and overcome lack of product image and create acceptance for it: this is important for these firms as the cost of failure may be too high for a resource constrained small new firm. The aim is to investigate and present a conceptual framework to explain the relationship strategies that small and new firms employ in encountering various challenges they face in their internationalisation process and also present some practical suggestions to aid managerially relevant decisions. Interviews from three knowledge-intensive product/service firms, two start-up firm from India and an international new venture from Sweden, are analysed in order to understand the role of business relationships in the international market survival and growth of new venture firms in knowledge based industries. The selected cases had gone through internationalisation process and managed to survive in the international market. This study highlights the contextual influences on relationship strategies of small and new firms, such as their customer choice, knowledge and capability strategy, reputation building strategy. New venture founders, looking for international market opportunities can benefit from the findings of this study, as they can anticipate some of the challenges in relationship building and develop counter strategies in advance.
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| 8. |
- lindahl, Ingela, et al.
(författare)
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The Interplay of Design and Marketing : a General Model
- 2010
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Ingår i: Irish journal of management. ; 30:1, s. 1-20
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Tidskriftsartikel (refereegranskat)abstract
- Although many authors emphasise the differences and potential confl icts between productdesign and marketing, there appears to be a disagreement in how to handle suchdifferences and confl icts within organisations. This paper presents a novel and generalmodel that focuses on how different practices relating to design (self-oriented or commerciallyoriented) and marketing (product-oriented or market-oriented/customer-led) maybe combined, and discusses the coordination of marketing and design when combiningthese practices. By introducing such a general model, this paper contributes with a newperspective on tensions and synergies that exist between design and marketing.
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| 9. |
- Lindahl, Ingela, 1969-, et al.
(författare)
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The Interplay of Design and Marketing : a General Model
- 2010
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Ingår i: Irish Journal of Management. - 1649-248X. ; 30:1, s. 1-20
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Tidskriftsartikel (refereegranskat)abstract
- Although many authors emphasise the differences and potential conflicts between product design and marketing, there appears to be a disagreement in how to handle such differences and conflicts within organisations. This paper presents a novel and general model that focuses on how different practices relating to design (self-oriented or commer- cially oriented) and marketing (product-oriented or market-oriented/customer-led) may be combined, and discusses the coordination of marketing and design when combining these practices. By introducing such a general model, this paper contributes with a new perspective on tensions and synergies that exist between design and marketing.
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