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Mutual value creation in component co-branding relationships

Cassia, Fabio; Magno, Francesca; Ugolini, Marta - In: Management Decision 53 (2015) 8, pp. 1883-1898

Purpose – This paper explores the process of mutual value creation in a component co-branding relationship between an unknown component supplier and a well-known Original Equipment Manufacturer (OEM). In particular, the purpose of this paper is to investigate the antecedents of parties’...

Persistent link: https://www.econbiz.de/10014935379

The role of WOM and dynamic capability in B2B transactions

Kim, Hyekyoung - In: Journal of Research in Interactive Marketing 8 (2014) 2, pp. 84-101

Purpose – The purpose of this paper is to verify the factors – word-of-mouth (WOM) information and dynamic capability – that affect industrial buyer-based relationship quality and to examine their effect on relationship continuity in business-to-business (B2B) transactions. The study also...

Persistent link: https://www.econbiz.de/10014902521

Entrepreneurial Internationalisation: The Role of Distributor/Client Relationships

Merrilees, Bill; Tiessen, James; Miller, Dale - In: Journal of Research in Marketing and Entrepreneurship 2 (2000) 1, pp. 57-73

This paper examines the nature of SME (Small to Medium Sized Enterprise) international marketing strategies, using a … analytical approach to be employed to aid our understanding of the particular nature of SME relationship marketing in an … Merrilees‐Tiessen classification of SME international marketing strategies, develops a new classification of SME international …

Persistent link: https://www.econbiz.de/10014902550

Shaping up word of mouth marketing strategy: the case of an independent health club

Stokes, David; Syed, Sameera Ali; Lomax, Wendy - In: Journal of Research in Marketing and Entrepreneurship 4 (2002) 2, pp. 119-133

Owner‐managers of small businesses invariably cite word of mouth recommendations as the principal way in which they attract new customers. Marketing theory is under‐developed in this field with little empirical evidence about the recommending behaviour of small business customers and...

Persistent link: https://www.econbiz.de/10014902581

Can CRM survive integrating franchisees with a corporate giant?

O'Reilly, Kelley; Paper, David - In: Journal of Research in Marketing and Entrepreneurship 13 (2011) 1, pp. 47-73

Purpose – A paucity of literature considers a growing trend within the retail space whereby franchise companies and their franchisees market and sell products and services across multiple channels, including company‐owned retail stores. This case study aims to explore the processes used to...

Persistent link: https://www.econbiz.de/10014902627

Sales as entrepreneurship at Ewing Kauffman’s Marion Laboratories

Dalecki, Linden - In: Journal of Research in Marketing and Entrepreneurship 18 (2016) 1, pp. 14-26

Purpose This paper aims to investigate how various sales personas interacted and played a role in the early growth of Ewing Kauffman’s Marion Laboratories in the 1950s. Design/methodology/approach The approach taken is a variation of “retrodiagnosis” – wherein modern psychographic...

Persistent link: https://www.econbiz.de/10014902685

Networking capability, new venture performance and entrepreneurial rent

Mu, Jifeng - In: Journal of Research in Marketing and Entrepreneurship 15 (2013) 2, pp. 101-123

Purpose – Prior research suggests that insufficient networking capability of a firm (i.e. the capability to establish, maintain, and leverage ties, contacts and connections) poses a potential barrier to its growth, the causal logic of networking capability and firm performance has not been...

Persistent link: https://www.econbiz.de/10014902747

Linking relationship marketing to social embeddedness in a rural bilingual context

Parry, Sara; Westhead, Paul - In: Journal of Small Business and Enterprise Development 24 (2017) 2, pp. 261-277

Purpose The purpose of this paper is to explore the evolution of relationship marketing (RM) in a new technology-based firm (NTBF) and to illustrate how social embeddednesss benefits can be achieved by engaging in RM in a rural resource-constrained bilingual context. Design/methodology/approach...

Persistent link: https://www.econbiz.de/10014904021

Barriers to relationship marketing in consumer retailing

Pressey, Andrew D.; Mathews, Brian P. - In: Journal of Services Marketing 14 (2000) 3, pp. 272-285

This study focuses on the potential difficulties in implementing a relationship marketing strategy within a retail context. We suggest that a number of attributes characterise the nature of the service and market structure are influential in an organisation’s ability to implement relationship...

Persistent link: https://www.econbiz.de/10014904889

An exploratory investigation of customer penalties: assessment of efficacy, consequences, and fairness perceptions

McCarthy, Michael S.; Fram, Eugene H. - In: Journal of Services Marketing 14 (2000) 6, pp. 479-501

As organizations are striving to increase customer loyalty through relationship marketing programs, more firms are implementing customer penalty policies that impose fees or charges (e.g. airline reticketing fees) on customers that fail to comply with purchase agreements. While penalties are...

Persistent link: https://www.econbiz.de/10014904900