Towards a theory of marketing systems

JURNAL : Roger A. Layton

Abstract

Purpose – As specialisation takes root in human communities, the economics of scale and of
diversity come into play. Scale leads to product markets, specialised firms, channels, and to industries.
Diversity generates peasant markets, shopping malls, and business eco-systems. These outcomes are
all examples of marketing systems, and are typical of the patterns that emerge, grow, adapt and evolve
in complex transaction flows. Marketing systems are multi-level, path dependent, dynamic systems,
embedded within a social matrix, and interacting with institutional and knowledge environments. The
purpose of this paper is to outline a number of propositions that might serve as a basis for a theory of
marketing systems.
Design/methodology/approach – The paper draws on historical research into the evolution of
exchange and on examples of markets and exchange practices from marketing, anthropology,
sociology, and economics. It utilises results from complex adaptive systems theory, from the networks
and markets literatures, and from ecology, to formulate a series of propositions that identify properties
believed to be common to all marketing systems.
Findings – Marketing systems are identified and categorized as emergent patterns in flows of
transactions. In total, 12 foundational propositions are suggested. The propositions are
complementary to those suggested by S-D logic.
Originality/value – This paper offers a fresh approach to the study of marketing systems,
developing relevant theory. Marketing systems link micro choices with macro outcomes, with
implications ranging from disaster recovery to distributive justice and QOL outcomes.


Keywords Marketing systems, Marketing theory
Paper type Conceptual paper

The organizational roles of marketing and marketing managers

JURNAL : Osman Go¨k and Gungor Hacioglu

Abstract

Purpose – The purpose of this paper is to design a comprehensive responsibilities inventory for
today’s marketing managers, from which it develops factual inferences for the role of marketing in
corporations.
Design/methodology/approach – A content analysis on online job announcements is used to define
the role inventory of the marketing manager.
Findings – The findings reveal that marketing managers are responsible for six role dimensions in the
organization. The marketing manager’s assigned roles are for the management of promotion-related
activities of the company, rather than for managing othermarketing mix elements. Communicational and
relational (internal and external) role clusters are the most frequently addressed of marketing managers’
responsibilities. Knowledge development and injection of market and marketing knowledge into the
company’s value network is another of the major role dimensions. Increasing financial pressures on
companiesmean that the outcomes ofmarketing actionsmust be measurable, so developing and reporting
performance analysis and financial metrics for marketing activities has become an important part of the
manager’s agenda.
Originality/value – The paper is the first attempt to develop a role inventory for the marketing
manager that embraces proofs, signals, and insights from the practice.


Keywords Marketing, Marketing management
Paper type Research paper

An exploration of key connections within sales-marketing interface

JURNAL : Avinash Malshe

Abstract

Purpose – The paucity of empirical research on the sales-marketing interface necessitates a detailed exploration of linkages that can forge stronger
connection between these two functions. This paper aims to explicate the boundary conditions that may affect the role played by structure, language,
and process linkages in forging sales-marketing connections, and to identify additional linkages that may play an important role in this interface.
Design/methodology/approach – A total of 47 sales and marketing professionals across different organizations in diverse industries were
interviewed.
Findings – The research finds that certain boundary conditions (e.g. organizational hierarchy, time horizon) may influence how structure, language,
and process linkages may operate in this interface. It also extends linkage repertoire by identifying two critical linkages: social and philosophical. Its
managerial contribution lies in stressing the importance of: vertical and horizontal communication bridges; marketing’s flexibility; interpersonal
relationships; and the philosophical bond between the two functions, in forging stronger connections.
Originality/value – This is one of the few qualitative empirical investigations of the sales-marketing interface. It broadens one’s understanding of
sales-marketing linkages, adds to linkage repertoire, and extends the interface literature.


Keywords Sales, Marketing
Paper type Research paper

Relationalism in marketing channels and marketing strategy

JURNAL : Audhesh K. Paswan, Charles Blankson and Francisco Guzman

Abstract

Purpose – The purpose of this paper is to examine the relationship between marketing strategy
types – aggressive marketing, price leadership and product specialization strategies – and the extent
of relationalism in marketing channels.
Design/methodology/approach – Data were collected using a self-administered survey from
managers responsible for marketing and channels management in US pharmaceutical firms. The
responses to the questions capturing focal constructs were measured using a five-point Likert type
scale. Data were analyzed using Principal Component Analysis and Structural Equation Modeling
procedures.
Findings – Aggressive marketing strategy and price leadership strategy are positively associated
with the level of relationalism in marketing channels. In contrast, product specialization (focus)
strategy is negatively associated with the level of relationalism in marketing channels.
Originality/value – The relationship between marketing strategy and the emergent relationalism
among marketing channel intermediaries is critical for the firm’s ability to meet objectives. This
relationship has not been investigated so far and, from a managerial perspective, managing marketing
channels is critical for successful implementation of marketing strategies.
Keywords Relationship marketing, Marketing strategy, Distribution channels and markets
Paper type Research paper

Development and evaluation of a knowledge risk management model for project-based organizations : A multi-stage study

Mostafa Jafari

Department of Industrial Engineering,

Iran University of Science and Technology (IUST), Tehran, Iran

Jalal Rezaeenour

Department of Industrial Engineering,

Industrial University of Science and Technology, Tehran, Iran

Mohammad Mahdavi Mazdeh

Department of Industrial Engineering,

Iran University of Science and Technology (IUST), Tehran, Iran, and

Atefe Hooshmandi

Department of Management, University of Tehran, Tehran, Iran

Abstract

Purpose – This paper seeks to develop a model for risk management of knowledge loss in a

project-based organization in Iran.

Design/methodology/approach – This study uses a multi-stage research approach. In the first

stage, existing practices are examined to develop a model for risk management of knowledge loss. In

the second stage, the model is evaluated by testing it in a case study. The methods integrated as the

foundations of the Integrated KM and RM model are: the PMBOK risk management (RM) approach,

the Fraunhofer IPK knowledge management (KM) model, and the TVA knowledge risk assessment

framework.

Findings – The analytical approach includes a six-step integrated model that manages the risk of

critical knowledge in the case study. The results show that, after a year of implementing the model, the

job positions facing knowledge loss were reduced by 88 percent.

Research limitations/implications – The integrated KM and RM model can be used to assist the

planning, establishment and evaluation of knowledge loss in projects. This helps to ensure that key

issues regarding knowledge loss are covered during the planning and implementation phases of

project management.

Originality/value – This study provides an integrated perspective of KM in project-based

organizations. It offers valuable guidelines that can help decision makers consider key issues during a

risk assessment of knowledge factors in project management. Outputs of this model can prepare an

extensive assessment report about the risk of knowledge loss in a project-based organization with

suggestions for preservation plans to mitigate its effects.

Keywords Knowledge management, Risk management, Iran, Project management,

Organizational change, Modelling

Paper type Case study

Climate change: an emergency management perspective

Robert O. Schneider
Department of Public Administration,
University of North Carolina at Pembroke, Pembroke, North Carolina, USA

Abstract

Purpose – The purpose of this paper is to suggest the utility of an emergency management
perspective as a guide for policy makers as they respond to the challenges of global climate change.
Design/methodology/approach – This analytical paper begins with a review of scientific
literature in an effort to highlight the consensus about risks and vulnerabilities associated with climate
change or global warming. Applying the terminology and techniques of natural disaster planning,
preparedness, response, and mitigation to climate change, an emergency management perspective is
articulated as a viable framework for policy development.
Findings – Based on the evidence of a growing consensus in the scientific assessment of climate
change, and the need for policy interventions to address the risks and vulnerabilities associated with it,
the need for a unifying perspective for policymakers at all levels is apparent. An emergency
management perspective is offered herein and holds the potential to provide a foundation for meeting
that need.
Research limitations/implications – An emergency management perspective for global climate
change highlights the linkages between the challenges it poses and natural disaster preparedness in
general. This may enable policy analysts to draw on the natural hazards literature and techniques as a
guide for planning and policy development.
Practical implications – The effort to create a consensus of approach that will enable policy
makers to speak the same language, participate in the same analysis, contribute to the same dialogue,
and pursue the same goals may be advanced by this discussion.
Originality/value – An emergency management perspective on climate change may offer the
potential for developing the least problematic model for policy makers to incorporate as they seek to
make their efforts more consistent and more responsible in the face of a global challenge.
Keywords Climatology, Global warming, Natural disasters, Risk management
Paper type Conceptual paper

Best management practices

Luke C. Ng, Frank G. Zarb School of Business, Hofstra University, Hempstead,
New York, USA

Abstract

Purpose – Management means “getting things done effectively through people”. This implies the
importance of leadership and people skills in management practice to achieve optimal results. Great
managers usually succeed for a number of reasons. They usually possess nine common management
practices. This paper aims to identify these common denominators in their character and management
practice that define them.
Design/methodology/approach – Case examples are used to illustrate the application of those
management practices. Successful managers from well-known industry giants such as IBM, Nestle’s,
P&G, Apple, Loews’, GE and PepsiCo are profiled to demonstrate how their success can be traced back
to those practices.
Findings – The paper demonstrates that every manager can easily apply the nine management
practices daily to achieve a successful outcome. While some of these traits appear to be personal
habits, it is these simple management habits that influence subordinates to perform their best.
Originality/value – Most good managers are trained, not born. The nine personal practices
identified in this paper can be easily adopted on a daily basis. With consistent practice, the nine
personal traits help train managers to become more effective leaders in driving optimal performance
and motivating subordinates to “get things done effectively”.
Keywords Management technique, Social skills, Motivation (psychology), Leadership,
Management development, Best practice
Paper type General review

Conflict management and performance outcomes

JURNAL : Richard A. Posthuma

Abstract

Purpose – This introduction aims to summarize five studies included in this themed issue that focus
on conflict management and performance outcomes. These studies highlight how conflict
management research can help organizations perform more effectively.
Design/methodology/approach – The five selected studies were combined into this single issue so
that readers can compare and contrast scholarships from many countries and cultures, including
Brazil, Canada, Indonesia, The Netherlands, Norway, and Taiwan to see how conflict management
research relates to actual performance outcomes around the world.
Findings – These studies show that negotiations conducted by two-person dyads resulted in higher
outcomes when compared to negotiations conducted by multi-person groups. In addition, when
negotiators consider more than one issue at a time and use a constructive problem solving approach,
they can reach better outcomes. In addition, higher self-efficacy of the negotiator can increase objective
negotiation outcomes, but only to a point beyond which more self-efficacy can have a negative effect.
One dimension of employee work performance, innovation, is shown to have several interesting
relationships with other variables. Two studies found that innovative work behaviors had a positive
relationship to workplace conflict. One study showed that task conflict seemed to relate to increased
innovative work behaviors. Another study found a positive relationship between a broader measure of
innovative work behaviors and conflicted with workers. The positive relationship between task
conflict and innovative behaviors seemed to increase when there was more support for innovation. In
addition, the positive relationship between innovative behavior and conflict with coworkers seem to
decrease when there was more distributive justice in workplace rewards. These studies also showed
significant relationships between conflict management and subjective outcomes, such as subjective
perceptions of negotiations, job satisfaction, turnover intentions, and relationships between coworkers.
Research limitations/implications – These studies outline ways for organizations to design
conflict management principles both to increase the objective outcomes of negotiations and to induce
their employees to be more innovative at work.
Originality/value – All five studies used original data not reported elsewhere and gathered in
various countries that have not been reported in prior studies.
Keywords Conflict management, Innovation, Performance management, Negotiating
Paper type Research paper