Pub Date : 2021-10-02DOI: 10.1080/21639159.2021.1935291
Aji Cahya Nusantara, M. Volgger, C. Pforr
ABSTRACT This paper discusses a recent political transition which led to changes in tourism development of the Indonesian city of Surakarta, and shifted the focus from preserving cultural uniqueness to boosting mainstream tourism infrastructure. The paper investigates impacts of such a fundamental change in tourism development policy and explores how its actions- and results-related impacts are evaluated by stakeholders. In this context, the paper adopts a relativistic stakeholder approach to impact evaluation. Findings reveal that the stark policy shift generated relatively balanced outcome assessments by interviewed stakeholders, although they criticised a lack of involvement in the decision-making process. Overall, this research contributes to impact assessment research by lending support to a relativistic and activity/process-based view. Stakeholder involvement into decision-making not only supports a continuous and critical evaluation due to the presence of a multitude of voices, but seemingly provides a counter-balance to sudden ruptures which characterize political dynamics.
{"title":"Evaluating the complex impact of policy changes on tourism development: The case of Surakarta, Indonesia","authors":"Aji Cahya Nusantara, M. Volgger, C. Pforr","doi":"10.1080/21639159.2021.1935291","DOIUrl":"https://doi.org/10.1080/21639159.2021.1935291","url":null,"abstract":"ABSTRACT This paper discusses a recent political transition which led to changes in tourism development of the Indonesian city of Surakarta, and shifted the focus from preserving cultural uniqueness to boosting mainstream tourism infrastructure. The paper investigates impacts of such a fundamental change in tourism development policy and explores how its actions- and results-related impacts are evaluated by stakeholders. In this context, the paper adopts a relativistic stakeholder approach to impact evaluation. Findings reveal that the stark policy shift generated relatively balanced outcome assessments by interviewed stakeholders, although they criticised a lack of involvement in the decision-making process. Overall, this research contributes to impact assessment research by lending support to a relativistic and activity/process-based view. Stakeholder involvement into decision-making not only supports a continuous and critical evaluation due to the presence of a multitude of voices, but seemingly provides a counter-balance to sudden ruptures which characterize political dynamics.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"31 1","pages":"614 - 623"},"PeriodicalIF":1.6,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2021.1935291","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45203242","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-10-02DOI: 10.1080/21639159.2021.1939094
Nicolas Hamelin, Suchi Agrawal, Nitin Patwa, Lars-Erik Casper Ferm, Park Thaichon
ABSTRACT This study reveals the importance of package design and brand in the choice of over-the-counter (OTC) analgesic. Various packages for analgesic products were tested on 40 respondents and autonomic body reactions were measured. The product tested was private Australian brands of Paracetamol from Coles and Woolworth, Priceline, a chemist brand, Herron a local brand and finally the well-known global brand Panadol. Eye tracking, facial expression analysis as well as Galvanic Skin response were found in strong correlation with respondent preference and purchasing intention. A heat map analysis for each package reveals that for most of the products the focus was not on the price. Time to First Fixation (TTFF) revealed that the eye fixation on price came last with the time spent looking at the price was low as compared to the time spent on the other areas of the packaging and this for both males and females. For most of the drugs, the focus (time spent) is majorly on the brand name and the benefits and tablet usage information.
摘要本研究揭示了包装设计和品牌在非处方止痛药选择中的重要性。对40名受访者进行了镇痛产品的各种包装测试，并测量了自主身体反应。测试的产品是来自Coles and Woolworth的澳大利亚私人品牌对乙酰氨基酚，化学家品牌Priceline，当地品牌Herron，最后是知名的全球品牌Panadol。眼动追踪、面部表情分析以及Galvanic Skin反应与受访者的偏好和购买意愿密切相关。对每个包装的热图分析表明，对于大多数产品来说，重点不是价格。第一次固定时间（TTFF）显示，与花在包装其他区域的时间相比，花在看价格上的时间较低，这对男性和女性来说都是最后一次。对于大多数药物，重点（花费的时间）主要集中在品牌名称、益处和片剂使用信息上。
{"title":"Package appearance matter: Facial expression and Galvanic Skin Response analysis approach","authors":"Nicolas Hamelin, Suchi Agrawal, Nitin Patwa, Lars-Erik Casper Ferm, Park Thaichon","doi":"10.1080/21639159.2021.1939094","DOIUrl":"https://doi.org/10.1080/21639159.2021.1939094","url":null,"abstract":"ABSTRACT This study reveals the importance of package design and brand in the choice of over-the-counter (OTC) analgesic. Various packages for analgesic products were tested on 40 respondents and autonomic body reactions were measured. The product tested was private Australian brands of Paracetamol from Coles and Woolworth, Priceline, a chemist brand, Herron a local brand and finally the well-known global brand Panadol. Eye tracking, facial expression analysis as well as Galvanic Skin response were found in strong correlation with respondent preference and purchasing intention. A heat map analysis for each package reveals that for most of the products the focus was not on the price. Time to First Fixation (TTFF) revealed that the eye fixation on price came last with the time spent looking at the price was low as compared to the time spent on the other areas of the packaging and this for both males and females. For most of the drugs, the focus (time spent) is majorly on the brand name and the benefits and tablet usage information.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"31 1","pages":"624 - 644"},"PeriodicalIF":1.6,"publicationDate":"2021-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43019283","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-01DOI: 10.1080/21639159.2021.1961599
T. Gamage, Kayhan Tajeddini, O. Tajeddini
ABSTRACT WeChat, a Chinese multi-purpose messaging, social media, and mobile payment app, is an emerging social media platform that has been integrated into the daily lives of Chinese people, including travel. However, despite the growing proliferation of WeChat, surprisingly, little attention has been paid to the gratifications obtained by Chinese travelers when using WeChat in travel-related decision-making. Adopting the well-grounded Uses and Gratifications Theory (UGT), this exploratory research paper aims to address this void in prior literature and identify why and how Chinese millennial travelers use WeChat to make hotel choice decisions. Findings stemmed from the semi-structured interviews using a combination of purposive and snowball sampling approaches with eighteen WeChat users reveals that hotel choice decisions through WeChat are influenced by various social, process, and content gratifications. As indicated in our findings, hotels in China should be aware of gratifications obtained by travelers in stimulating them to utilize WeChat in the hotel selection process. Further, our study contributes to extant UGT literature by emphasizing that it has specific relevance and should be given more prominence within tourism, hospitality, and social media literature.
{"title":"Why Chinese travelers use WeChat to make hotel choice decisions: A uses and gratifications theory perspective","authors":"T. Gamage, Kayhan Tajeddini, O. Tajeddini","doi":"10.1080/21639159.2021.1961599","DOIUrl":"https://doi.org/10.1080/21639159.2021.1961599","url":null,"abstract":"ABSTRACT WeChat, a Chinese multi-purpose messaging, social media, and mobile payment app, is an emerging social media platform that has been integrated into the daily lives of Chinese people, including travel. However, despite the growing proliferation of WeChat, surprisingly, little attention has been paid to the gratifications obtained by Chinese travelers when using WeChat in travel-related decision-making. Adopting the well-grounded Uses and Gratifications Theory (UGT), this exploratory research paper aims to address this void in prior literature and identify why and how Chinese millennial travelers use WeChat to make hotel choice decisions. Findings stemmed from the semi-structured interviews using a combination of purposive and snowball sampling approaches with eighteen WeChat users reveals that hotel choice decisions through WeChat are influenced by various social, process, and content gratifications. As indicated in our findings, hotels in China should be aware of gratifications obtained by travelers in stimulating them to utilize WeChat in the hotel selection process. Further, our study contributes to extant UGT literature by emphasizing that it has specific relevance and should be given more prominence within tourism, hospitality, and social media literature.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"32 1","pages":"285 - 312"},"PeriodicalIF":1.6,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41403152","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-01DOI: 10.1080/21639159.2021.1966316
M. Miao
ABSTRACT Mobile shoppers’ purchase intention is affected not only by products or the shopping environment but also by shopping application (app) features. In this study, we adopted complexity theory to explore how the use of shopping apps is affected by complex causal factors including user demographics, shopping situations, and conscious or unconscious attitudes and behaviors. We conducted a cross-cultural survey of 425 Vietnamese and 469 Chinese mobile shoppers. A fuzzy-set qualitative comparative analysis was used to examine the relationship between antecedents and outcomes depending on complex conditions in the given contexts. The results showed that the continuous usage intention of a shopping app is not influenced by one factor alone but by complex conditions including a shopper’s satisfaction and habitual activities via two particular features of a shopping app. This study offers multiple ways to enhance continued usage by targeting various users via habitual activities based on their cultural values, demographics, and shopping situations.
{"title":"Habitual mobile shopping behavior in China and Vietnam—applying complexity theory via fsQCA","authors":"M. Miao","doi":"10.1080/21639159.2021.1966316","DOIUrl":"https://doi.org/10.1080/21639159.2021.1966316","url":null,"abstract":"ABSTRACT Mobile shoppers’ purchase intention is affected not only by products or the shopping environment but also by shopping application (app) features. In this study, we adopted complexity theory to explore how the use of shopping apps is affected by complex causal factors including user demographics, shopping situations, and conscious or unconscious attitudes and behaviors. We conducted a cross-cultural survey of 425 Vietnamese and 469 Chinese mobile shoppers. A fuzzy-set qualitative comparative analysis was used to examine the relationship between antecedents and outcomes depending on complex conditions in the given contexts. The results showed that the continuous usage intention of a shopping app is not influenced by one factor alone but by complex conditions including a shopper’s satisfaction and habitual activities via two particular features of a shopping app. This study offers multiple ways to enhance continued usage by targeting various users via habitual activities based on their cultural values, demographics, and shopping situations.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"32 1","pages":"313 - 329"},"PeriodicalIF":1.6,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43310078","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-13DOI: 10.1080/21639159.2021.1945940
Takumi Kato
ABSTRACT It is important to understand customer satisfaction and loyalty from the perspective of business and services. However, when comparing these indicators among multiple services, it is doubtful whether superiority or inferiority in customer satisfaction and loyalty is due to different levels of service quality. In other words, there is a possibility that consumer response tendency may differ depending on the service and the attributes of the respondent. Few academic studies address response tendency in this context. This study filled this gap in the literature and clarify response tendency by service type, which has not been sufficiently addressed until now. This study evaluates the response tendencies of satisfaction and recommendation intention by service and respondent using an integrated survey covering 20 types of services. As a result of one-way analysis of variance, a high score was confirmed for the car sharing and streaming industries, for which consumer recommendations are incorporated into services, and the moving industry scored highly due to a high level of transparency in operations. Additionally, the younger generation, who habitually post recommendations on social networks, showed a significantly higher recommendation intention. This study shows that understanding respond tendency in advance and excluding bias from data provides truer results.
{"title":"Consumer response tendency and its implications for satisfaction and recommendation intention","authors":"Takumi Kato","doi":"10.1080/21639159.2021.1945940","DOIUrl":"https://doi.org/10.1080/21639159.2021.1945940","url":null,"abstract":"ABSTRACT It is important to understand customer satisfaction and loyalty from the perspective of business and services. However, when comparing these indicators among multiple services, it is doubtful whether superiority or inferiority in customer satisfaction and loyalty is due to different levels of service quality. In other words, there is a possibility that consumer response tendency may differ depending on the service and the attributes of the respondent. Few academic studies address response tendency in this context. This study filled this gap in the literature and clarify response tendency by service type, which has not been sufficiently addressed until now. This study evaluates the response tendencies of satisfaction and recommendation intention by service and respondent using an integrated survey covering 20 types of services. As a result of one-way analysis of variance, a high score was confirmed for the car sharing and streaming industries, for which consumer recommendations are incorporated into services, and the moving industry scored highly due to a high level of transparency in operations. Additionally, the younger generation, who habitually post recommendations on social networks, showed a significantly higher recommendation intention. This study shows that understanding respond tendency in advance and excluding bias from data provides truer results.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"32 1","pages":"269 - 284"},"PeriodicalIF":1.6,"publicationDate":"2021-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47135994","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-03DOI: 10.1080/21639159.2021.1923054
K. Kim, E. Ko, Sang Jin Kim, Qiuhong Jiang
ABSTRACT Service innovation with digital technology such as augmented reality allows brands to deliver additional values to customers, as interactions between brand and customer improve a brand’s performance. However, there is little research on digital service innovation and its impact on customer behavior. Thus, the authors focus on digital service innovation and aim to answer whether it plays a role in positive customer response. This study examines the relationship between digital service innovation, customer engagement, and customer equity. The findings of this study show that digital service innovation helps improve customer engagement, which also leads to customer equity. Finally, the authors discuss academic and managerial implications.
{"title":"Digital service innovation, customer engagement, and customer equity in AR marketing","authors":"K. Kim, E. Ko, Sang Jin Kim, Qiuhong Jiang","doi":"10.1080/21639159.2021.1923054","DOIUrl":"https://doi.org/10.1080/21639159.2021.1923054","url":null,"abstract":"ABSTRACT Service innovation with digital technology such as augmented reality allows brands to deliver additional values to customers, as interactions between brand and customer improve a brand’s performance. However, there is little research on digital service innovation and its impact on customer behavior. Thus, the authors focus on digital service innovation and aim to answer whether it plays a role in positive customer response. This study examines the relationship between digital service innovation, customer engagement, and customer equity. The findings of this study show that digital service innovation helps improve customer engagement, which also leads to customer equity. Finally, the authors discuss academic and managerial implications.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"31 1","pages":"453 - 466"},"PeriodicalIF":1.6,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2021.1923054","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47083709","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-03DOI: 10.1080/21639159.2021.1924956
Atul Parvatiyar
Over the past five decades, Jagdish N. Sheth (JNS) has been at the forefront and the major turning points of the dynamic and evolving marketing discipline. As an active scholar and corporate adviser, JNS has made pioneering contributions to both theory and practice-relevant knowledge in marketing and business management. At the very start of his academic career, he catapulted himself into the frontlines of marketing discipline with his impactful publication: “A Review of Buyer Behavior” in Management Science in 1967 (Sheth 1967). In 1969 he followed it with the classic book on The Theory of Buyer Behavior with John Howard (Howard and Sheth 1969). Through the many subsequent seminal publications and his role in the founding of the Association for Consumer Research (ACR), JNS became instrumental in bringing consumer behavior to the center of research and academic activities in the marketing discipline. Over the years, JNS has done pioneering work on research methods, multivariate statistics, buyer behavior, marketing theory, competitive behavior, strategic marketing, innovation, relationship marketing, customer centricity, value creation, mindful consumption, sustainable marketing, globalization, emerging markets, consumption cultures, marketing productivity, and the impact of technology on marketing practice, among others. That is, there is hardly an area of marketing thinking or practice where JNS has not made leading thoughtful contributions. Further, he has always been at the cusp of change, providing scholarly thought-shaping ideas and actively engaged scholarship. Befittingly, this special issue of JGSMS is a tribute honoring the outstanding contributions of JNS in advancing marketing knowledge and discipline over many decades. This special issue is dedicated to JNS’s remarkable contributions to the profession that continue to inform and inspire generations of marketing and business scholars worldwide. His impact has been global and beyond scholarly activities. We believe that a significant number of established and budding scholars have benefitted tremendously from personal mentoring, and impressive philanthropic contributions provided by JNS to advance the cause of the discipline. We would like to thank all the contributors of articles published in this special issue – Andrew Baker, Ruth Bolton, Daniel Corsten, Naveen Donthu, Thomas Gruen, Anders Gustafsson, Juergen Brock, Umut Kubat, V. Kumar, Suvi Nenonen, Nusser Raajpoot, Thomas Ritter, Arun Sharma, Kaj Storbacka, Vanitha Swaminathan, Crina Tarasi, Gerald Tellis, Seshadri Tirunillai, Mani Vannan, and Lars Wittel – for their enthusiasm, effort, and time taken to develop their scholarly contributions for this special issue. Although JNS contributions span many areas of marketing, the focus of this special issue is on the contemporary topics of customer engagement, experiences, relationships, and the organizational processes, capabilities, and technologies to enhance the brand value. These
在过去的五十年里，Jagdish N.Sheth（JNS）一直处于动态和不断发展的营销学科的前沿和主要转折点。作为一名活跃的学者和企业顾问，JNS在市场营销和企业管理的相关理论和实践方面做出了开创性的贡献。在他的学术生涯刚开始的时候，他就凭借1967年在《管理科学》杂志上发表的《买方行为评论》（Sheth 1967）一书，一跃成为市场营销学科的前沿。1969年，他与约翰·霍华德（John Howard and Sheth，1969）合著了《买方行为理论》（the Theory of Buyer Behavior）一书。通过随后的许多开创性出版物以及他在消费者研究协会（ACR）成立过程中的作用，JNS在将消费者行为纳入营销学科研究和学术活动的中心方面发挥了重要作用。多年来，JNS在研究方法、多元统计、买家行为、营销理论、竞争行为、战略营销、创新、关系营销、以客户为中心、价值创造、用心消费、可持续营销、全球化、新兴市场、消费文化、营销生产力、，以及技术对营销实践的影响等。也就是说，在营销思维或实践领域，JNS几乎没有做出过深思熟虑的贡献。此外，他一直处于变革的风口浪尖，提供学术思想塑造思想，并积极参与学术研究。恰如其分的是，这期JGSMS特刊是对JNS几十年来在提升营销知识和学科方面做出的杰出贡献的致敬。本期特刊旨在表彰JNS对该行业的卓越贡献，这些贡献继续为世界各地的几代营销和商业学者提供信息和激励。他的影响是全球性的，超越了学术活动。我们相信，大量知名和崭露头角的学者从个人指导和JNS为推进该学科事业提供的令人印象深刻的慈善捐款中受益匪浅。我们要感谢本期特刊文章的所有撰稿人——Andrew Baker、Ruth Bolton、Daniel Corsten、Naveen Donthu、Thomas Gruen、Anders Gustafsson、Juergen Brock、Umut Kubat、V.Kumar、Suvi Nenonen、Nusser Raajpoot、Thomas Ritter、Arun Sharma、Kaj Storbacka、Vanita Swaminathan、Crina Tarasi、Gerald Tellis、Seshadri Tiuninlai、Mani Vannan，以及Lars Wittel，感谢他们为本期特刊做出的学术贡献所付出的热情、努力和时间。尽管JNS的贡献涵盖了营销的许多领域，但本期特刊的重点是客户参与、体验、关系以及提高品牌价值的组织流程、能力和技术等当代主题。在当前快速变化和混乱的时代，这些主题在《2021全球营销科学学院学报》第31卷第3期255–259中获得了突出地位https://doi.org/10.1080/21639159.2021.1924956
{"title":"Tracing global contribution of Jagdish N. Sheth to customer engagement and brand value enhancement","authors":"Atul Parvatiyar","doi":"10.1080/21639159.2021.1924956","DOIUrl":"https://doi.org/10.1080/21639159.2021.1924956","url":null,"abstract":"Over the past five decades, Jagdish N. Sheth (JNS) has been at the forefront and the major turning points of the dynamic and evolving marketing discipline. As an active scholar and corporate adviser, JNS has made pioneering contributions to both theory and practice-relevant knowledge in marketing and business management. At the very start of his academic career, he catapulted himself into the frontlines of marketing discipline with his impactful publication: “A Review of Buyer Behavior” in Management Science in 1967 (Sheth 1967). In 1969 he followed it with the classic book on The Theory of Buyer Behavior with John Howard (Howard and Sheth 1969). Through the many subsequent seminal publications and his role in the founding of the Association for Consumer Research (ACR), JNS became instrumental in bringing consumer behavior to the center of research and academic activities in the marketing discipline. Over the years, JNS has done pioneering work on research methods, multivariate statistics, buyer behavior, marketing theory, competitive behavior, strategic marketing, innovation, relationship marketing, customer centricity, value creation, mindful consumption, sustainable marketing, globalization, emerging markets, consumption cultures, marketing productivity, and the impact of technology on marketing practice, among others. That is, there is hardly an area of marketing thinking or practice where JNS has not made leading thoughtful contributions. Further, he has always been at the cusp of change, providing scholarly thought-shaping ideas and actively engaged scholarship. Befittingly, this special issue of JGSMS is a tribute honoring the outstanding contributions of JNS in advancing marketing knowledge and discipline over many decades. This special issue is dedicated to JNS’s remarkable contributions to the profession that continue to inform and inspire generations of marketing and business scholars worldwide. His impact has been global and beyond scholarly activities. We believe that a significant number of established and budding scholars have benefitted tremendously from personal mentoring, and impressive philanthropic contributions provided by JNS to advance the cause of the discipline. We would like to thank all the contributors of articles published in this special issue – Andrew Baker, Ruth Bolton, Daniel Corsten, Naveen Donthu, Thomas Gruen, Anders Gustafsson, Juergen Brock, Umut Kubat, V. Kumar, Suvi Nenonen, Nusser Raajpoot, Thomas Ritter, Arun Sharma, Kaj Storbacka, Vanitha Swaminathan, Crina Tarasi, Gerald Tellis, Seshadri Tirunillai, Mani Vannan, and Lars Wittel – for their enthusiasm, effort, and time taken to develop their scholarly contributions for this special issue. Although JNS contributions span many areas of marketing, the focus of this special issue is on the contemporary topics of customer engagement, experiences, relationships, and the organizational processes, capabilities, and technologies to enhance the brand value. These ","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"31 1","pages":"255 - 259"},"PeriodicalIF":1.6,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2021.1924956","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43537396","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-03DOI: 10.1080/21639159.2021.1924817
Thomas Ritter
ABSTRACT Value-chain processes must be understood and managed from a network, or ecosystem, perspective and linked to customer value creation. Based on an overview of the customer-value literature and internal value-chain processes, this paper argues that network capability needs to be added to the firm’s value-chain processes as an additional layer. This paper outlines different views on network capability, positions network capability in the wider portfolio of firms’ value-creation processes, and outlines potential research opportunities that may deepen our understanding of network capability.
{"title":"Enabling organizational value-chain processes through network capability","authors":"Thomas Ritter","doi":"10.1080/21639159.2021.1924817","DOIUrl":"https://doi.org/10.1080/21639159.2021.1924817","url":null,"abstract":"ABSTRACT Value-chain processes must be understood and managed from a network, or ecosystem, perspective and linked to customer value creation. Based on an overview of the customer-value literature and internal value-chain processes, this paper argues that network capability needs to be added to the firm’s value-chain processes as an additional layer. This paper outlines different views on network capability, positions network capability in the wider portfolio of firms’ value-creation processes, and outlines potential research opportunities that may deepen our understanding of network capability.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"31 1","pages":"354 - 371"},"PeriodicalIF":1.6,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2021.1924817","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43524541","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-03DOI: 10.1080/21639159.2021.1921606
Ruth N. Bolton, A. Gustafsson, Crina O. Tarasi, Lars Witell
ABSTRACT This paper studies how customers of a global firm evaluate their experiences within and across 44 countries. It focuses on customers’ emotional, cognitive, sensory and behavioral responses to the catalog experience. It develops a theory-based model of satisfaction with the catalog experience as a function of experiential attributes and control variables. A second model captures how each experiential attribute’s contribution to the customer experience is influenced by market and customer characteristics. The models were operationalized using survey data from 366,185 customers who used the firm’s catalog across different trade areas in 44 countries, yielding 571 equations that describe satisfaction with the customer experience. Consistent with theoretical work on context-dependent judgments, nine contingency factors explain significant and substantial amounts of variation (30% on average) in the elasticities of the 12 experiential attributes. East and West can appear similar when market characteristics are similar – or when they are different. Emotional, cognitive, sensory, and behavioral responses to the customer experience systematically differ due to economic, demographic, technological, cultural and consumer characteristics. East and West especially differ in terms of responses to emotional and sensory experiences. Customer experience management can help to shape a strategy that resolves strategy differences between East and West.
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Pub Date : 2021-07-03DOI: 10.1080/21639159.2021.1921607
J. Brock
ABSTRACT Technology is as old as human activity and marketing is as old as human economic activity. Accordingly, marketing technology has evolved. Drawing on evolutionary technology systems theory, this paper discusses the emergence and implications of Technologized Marketing, which will be the next evolutionary phase. The implications of Technologized Marketing focus on the question how excellence in marketing will look like. For each implication testable research hypotheses are developed.
{"title":"The emergence and implications of Technologized Marketing","authors":"J. Brock","doi":"10.1080/21639159.2021.1921607","DOIUrl":"https://doi.org/10.1080/21639159.2021.1921607","url":null,"abstract":"ABSTRACT Technology is as old as human activity and marketing is as old as human economic activity. Accordingly, marketing technology has evolved. Drawing on evolutionary technology systems theory, this paper discusses the emergence and implications of Technologized Marketing, which will be the next evolutionary phase. The implications of Technologized Marketing focus on the question how excellence in marketing will look like. For each implication testable research hypotheses are developed.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"31 1","pages":"372 - 391"},"PeriodicalIF":1.6,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2021.1921607","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47352085","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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