Pub Date : 2023-05-15DOI: 10.1177/14413582231173064
Amy Errmann, Shohil Kishore, S. Lee
Mindfulness challenges allow consumers to track meditation frequency through posting social media updates documenting their regular meditations. However, little is known about the effects of mindfulness on consumers in these representative online settings. In one study (1a and 1b) the research utilises two types of data to explore how a contemplative practice such as mindfulness influences online behaviour. Specifically, consumers who have completed a 60-day online meditation challenge showed an increase (vs. decrease) in original tweets (vs. retweets) (study 1a), and further, consumers who completed the challenge (vs. did not complete) showed higher (vs. lower) positive sentiment of original tweets. Despite some research showing engagement in social media as maladaptive, we provide a positive and unexpected contribution to show that mindfulness has a positive effect on how consumers may engage with social media. Further, we contribute a novel research method based on Twitter that advances immediate and unique marketing methods. Finally, we expand the practical application of mindfulness by exploring how consumers are organically, and consequentially, practicing mindfulness in field settings.
{"title":"Positively Original: Effects of Mindfulness on Social Media Tweets and Sentiment","authors":"Amy Errmann, Shohil Kishore, S. Lee","doi":"10.1177/14413582231173064","DOIUrl":"https://doi.org/10.1177/14413582231173064","url":null,"abstract":"Mindfulness challenges allow consumers to track meditation frequency through posting social media updates documenting their regular meditations. However, little is known about the effects of mindfulness on consumers in these representative online settings. In one study (1a and 1b) the research utilises two types of data to explore how a contemplative practice such as mindfulness influences online behaviour. Specifically, consumers who have completed a 60-day online meditation challenge showed an increase (vs. decrease) in original tweets (vs. retweets) (study 1a), and further, consumers who completed the challenge (vs. did not complete) showed higher (vs. lower) positive sentiment of original tweets. Despite some research showing engagement in social media as maladaptive, we provide a positive and unexpected contribution to show that mindfulness has a positive effect on how consumers may engage with social media. Further, we contribute a novel research method based on Twitter that advances immediate and unique marketing methods. Finally, we expand the practical application of mindfulness by exploring how consumers are organically, and consequentially, practicing mindfulness in field settings.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"325 - 331"},"PeriodicalIF":6.0,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43384236","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 : 2023-05-13DOI: 10.1177/14413582231172269
C. Grönroos
Marketing is commonly considered to be in crisis, losing credibility and in need of reform. Among the many attempts to solve its predicament, one question seems not to be asked: Could there be underlying foundational assumptions that are outdated, and which hinder marketing from being re-invented to fit emergent business and societal challenges? This article demonstrates that marketing is steered by several underlying foundational assumptions, all of which have remained implicit. A dominating focus on activities, as opposed to a discussion of what marketing should be as a phenomenon, constrains marketing in the steadfast grip of tradition. To enable a formulation of marketing as a phenomenon, this paper scrutinises these implicit assumptions and proposes an alternative set of foundational assumptions. Making firms or other institutions meaningful to their customers or other stakeholders with the aim of creating attraction is suggested as a marketing phenomenon. Finally, it is demonstrated that marketing as meaningfulness has important and far-reaching consequences, providing opportunities to develop and reform marketing to make it more relevant and inclusive in the emergent business and societal environment.
{"title":"Towards a Marketing Renaissance: Challenging Underlying Assumptions","authors":"C. Grönroos","doi":"10.1177/14413582231172269","DOIUrl":"https://doi.org/10.1177/14413582231172269","url":null,"abstract":"Marketing is commonly considered to be in crisis, losing credibility and in need of reform. Among the many attempts to solve its predicament, one question seems not to be asked: Could there be underlying foundational assumptions that are outdated, and which hinder marketing from being re-invented to fit emergent business and societal challenges? This article demonstrates that marketing is steered by several underlying foundational assumptions, all of which have remained implicit. A dominating focus on activities, as opposed to a discussion of what marketing should be as a phenomenon, constrains marketing in the steadfast grip of tradition. To enable a formulation of marketing as a phenomenon, this paper scrutinises these implicit assumptions and proposes an alternative set of foundational assumptions. Making firms or other institutions meaningful to their customers or other stakeholders with the aim of creating attraction is suggested as a marketing phenomenon. Finally, it is demonstrated that marketing as meaningfulness has important and far-reaching consequences, providing opportunities to develop and reform marketing to make it more relevant and inclusive in the emergent business and societal environment.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"270 - 278"},"PeriodicalIF":6.0,"publicationDate":"2023-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43764583","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 : 2023-05-12DOI: 10.1177/14413582231174539
L. Bove, Andrew Murphy
This special issue presents a collection of viewpoints from senior members of the Australian and New Zealand Marketing Academy (ANZMAC), including individual Fellows and past and present members of the Executive Committee, which expand on the history, current state and potential future directions of the Academy. In this editorial we summarise four major challenges for the Academy as identified by the intersection of contributions to this special issue, and member discussions arising from special sessions at the 2021 and 2022 ANZMAC conferences. We end with current initiatives and work-in-progress that the Academy has embarked upon to address these challenges.
{"title":"Perspectives on the History and Future of the Australian and New Zealand Marketing Academy (ANZMAC)","authors":"L. Bove, Andrew Murphy","doi":"10.1177/14413582231174539","DOIUrl":"https://doi.org/10.1177/14413582231174539","url":null,"abstract":"This special issue presents a collection of viewpoints from senior members of the Australian and New Zealand Marketing Academy (ANZMAC), including individual Fellows and past and present members of the Executive Committee, which expand on the history, current state and potential future directions of the Academy. In this editorial we summarise four major challenges for the Academy as identified by the intersection of contributions to this special issue, and member discussions arising from special sessions at the 2021 and 2022 ANZMAC conferences. We end with current initiatives and work-in-progress that the Academy has embarked upon to address these challenges.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"181 - 185"},"PeriodicalIF":6.0,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48783294","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 : 2023-04-26DOI: 10.1177/14413582231167664
Park Thaichon, S. Quach, M. Barari, Mai Nguyen
Technological advances allow the development of an omnichannel strategy to create a seamless experience for customers. This study has adopted a systematic literature review approach to examine, synthesise and extend a body of literature in the area of omnichannel retailing and the role of technology, taking into account both retailers’ and customers’ perspectives. We review 499 research papers to highlight the evolution of omnichannel research with a special focus on technology usage. After extracting the key theoretical foundations underpinning technology-empowered omnichannel retailing, we synthesise the empirical findings and identify emerging topics from the customer perspective including customer value, customer experience, showrooming and web rooming and customer privacy concerns as well as the key themes from the retailer perspective consisting of channel integration, personalisation and resource challenges. Based on the knowledge from the theoretical and empirical insights, we develop three important future research areas to inspire further studies in this domain.
{"title":"Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions","authors":"Park Thaichon, S. Quach, M. Barari, Mai Nguyen","doi":"10.1177/14413582231167664","DOIUrl":"https://doi.org/10.1177/14413582231167664","url":null,"abstract":"Technological advances allow the development of an omnichannel strategy to create a seamless experience for customers. This study has adopted a systematic literature review approach to examine, synthesise and extend a body of literature in the area of omnichannel retailing and the role of technology, taking into account both retailers’ and customers’ perspectives. We review 499 research papers to highlight the evolution of omnichannel research with a special focus on technology usage. After extracting the key theoretical foundations underpinning technology-empowered omnichannel retailing, we synthesise the empirical findings and identify emerging topics from the customer perspective including customer value, customer experience, showrooming and web rooming and customer privacy concerns as well as the key themes from the retailer perspective consisting of channel integration, personalisation and resource challenges. Based on the knowledge from the theoretical and empirical insights, we develop three important future research areas to inspire further studies in this domain.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44690296","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 : 2023-04-21DOI: 10.1177/14413582231167035
M. Nguyen, Marie-Louise Fry, D. Arli
Employees should be treated as internal customers to motivate and engage in online knowledge sharing, which is the backbone of organisational competitiveness. Online knowledge sharing helps organisations survive fierce competition for the capability of facilitating the transfer of individual knowledge to organisational capital and decreasing redundant learning time. However, the majority of online participants, known as lurkers, just read the knowledge shared without contributing themselves. Based on Social Exchange Theory, this study focused on the determinants of lurkers and posters, especially in the organisational context. This study collected 792 responses from employees in Vietnamese organisations. Results show that knowledge self-efficacy and perceived ease of use are two strong determinants of knowledge sharing reciprocity and job performance. Additionally, knowledge sharing reciprocity is the critical determinant of posters’ and lurkers’ job performance. Knowledge sharing reciprocity mediates the impact of knowledge self-efficacy, perceived ease of use and organisational rewards on job performance for both poster and lurker groups.
{"title":"Share or Not Share Knowledge: Posters Versus Lurkers in Organisational Online Knowledge Sharing and Internal Marketing","authors":"M. Nguyen, Marie-Louise Fry, D. Arli","doi":"10.1177/14413582231167035","DOIUrl":"https://doi.org/10.1177/14413582231167035","url":null,"abstract":"Employees should be treated as internal customers to motivate and engage in online knowledge sharing, which is the backbone of organisational competitiveness. Online knowledge sharing helps organisations survive fierce competition for the capability of facilitating the transfer of individual knowledge to organisational capital and decreasing redundant learning time. However, the majority of online participants, known as lurkers, just read the knowledge shared without contributing themselves. Based on Social Exchange Theory, this study focused on the determinants of lurkers and posters, especially in the organisational context. This study collected 792 responses from employees in Vietnamese organisations. Results show that knowledge self-efficacy and perceived ease of use are two strong determinants of knowledge sharing reciprocity and job performance. Additionally, knowledge sharing reciprocity is the critical determinant of posters’ and lurkers’ job performance. Knowledge sharing reciprocity mediates the impact of knowledge self-efficacy, perceived ease of use and organisational rewards on job performance for both poster and lurker groups.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47320375","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 : 2023-04-19DOI: 10.1177/14413582231167645
Ryan Payne, Brett A. S. Martin, S. Tuzovic, Shasha Wang
This conceptual paper defines and gives examples of biometrics, explains how biometric tracking is currently used (e.g. to predict IQ), and presents innovative future uses of biometric tracking (e.g. to customize the price of products in real time). Specifically, this paper outlines a novel biometric pricing technology (BPT) which uses facial tracking to set the price of products using a new participatory dynamic pricing (vs. static pricing) system. Based on the privacy paradox, this paper addresses the acceptance, concerns and usage of a new emerging technology by consumers and its potential applications. To explore this, we develop a typology of perceived benefits and perceived privacy to predict consumer reactions to biometric technology. In addition, we present a research agenda to guide future research on biometric pricing technology. This research agenda offers new insights on how biometric tracking and specifically biometric price setting could be explored from multiple angles, including the consumer experience, technology acceptance, online profiling, governance, public policy, regulation, ethical and future usage-based perspectives.
{"title":"Defining Biometrics With Privacy and Benefits: A Research Agenda","authors":"Ryan Payne, Brett A. S. Martin, S. Tuzovic, Shasha Wang","doi":"10.1177/14413582231167645","DOIUrl":"https://doi.org/10.1177/14413582231167645","url":null,"abstract":"This conceptual paper defines and gives examples of biometrics, explains how biometric tracking is currently used (e.g. to predict IQ), and presents innovative future uses of biometric tracking (e.g. to customize the price of products in real time). Specifically, this paper outlines a novel biometric pricing technology (BPT) which uses facial tracking to set the price of products using a new participatory dynamic pricing (vs. static pricing) system. Based on the privacy paradox, this paper addresses the acceptance, concerns and usage of a new emerging technology by consumers and its potential applications. To explore this, we develop a typology of perceived benefits and perceived privacy to predict consumer reactions to biometric technology. In addition, we present a research agenda to guide future research on biometric pricing technology. This research agenda offers new insights on how biometric tracking and specifically biometric price setting could be explored from multiple angles, including the consumer experience, technology acceptance, online profiling, governance, public policy, regulation, ethical and future usage-based perspectives.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"294 - 302"},"PeriodicalIF":6.0,"publicationDate":"2023-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48831128","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 : 2023-04-14DOI: 10.1177/14413582231167882
M. Polonsky, Jeff D. Rotman
Academics have long relied on technological tools to support their research, with these tools growing in sophistication over time. As these tools have advanced, they have allowed researchers to create knowledge more effectively than could have been undertaken by humans alone. However, this paper argues that some new technologies may be moving from simple tools to being collaborators in research, with their abilities contributing not only to identifying previously unidentified relationships in the data, but also synthesising and explaining information to external audiences. Relying on existing literature and questions posed to ChatGPT, we argue that artificial intelligence tools have, or will have, the ability to meet the four conditions specified in the International Committee of Medical Journal Editors (ICMJE) recommendations for authorship (the Vancouver Protocol), warranting these technologies to become co-authors on the advancement of academic endeavours; not just background support.
{"title":"Should Artificial Intelligent Agents be Your Co-author? Arguments in Favour, Informed by ChatGPT","authors":"M. Polonsky, Jeff D. Rotman","doi":"10.1177/14413582231167882","DOIUrl":"https://doi.org/10.1177/14413582231167882","url":null,"abstract":"Academics have long relied on technological tools to support their research, with these tools growing in sophistication over time. As these tools have advanced, they have allowed researchers to create knowledge more effectively than could have been undertaken by humans alone. However, this paper argues that some new technologies may be moving from simple tools to being collaborators in research, with their abilities contributing not only to identifying previously unidentified relationships in the data, but also synthesising and explaining information to external audiences. Relying on existing literature and questions posed to ChatGPT, we argue that artificial intelligence tools have, or will have, the ability to meet the four conditions specified in the International Committee of Medical Journal Editors (ICMJE) recommendations for authorship (the Vancouver Protocol), warranting these technologies to become co-authors on the advancement of academic endeavours; not just background support.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"91 - 96"},"PeriodicalIF":6.0,"publicationDate":"2023-04-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49199373","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 : 2023-04-10DOI: 10.1177/14413582231166066
J. Bruwer, Justin Cohen, Carl Driesener, A. Corsi, Richard Lee, Ava Huang, L. Lockshin
This research provides nuanced insights from a consumer-centric behavioural psychology perspective, by developing a theoretically grounded motivational process model of product evaluation, viewed through a country-of-origin (COO) lens, incorporating the focal constructs of product involvement, product knowledge, consumer ethnocentrism (CET) and antecedents related to wine buying in China. An online survey of 934 consumers across China in a range of 12 tier-1 and tier-2 cities investigates the effects of several independent variables on COO product category evaluation. The findings provide valuable contrasting insights between evaluations of products originating from developed economies (France and Australia) and a transitional economy (China), the home country. We validate a 10-item version of the CETSCALE and apply multiple linear regression (MLR) modelling to test the hypothesised relationships. We further contribute by examining both main and interaction effects of the empirically enhanced model. We conclude that CET, product involvement, product purchase experience and, travel exposure significantly impact COO product evaluations, through actual product purchase experience, while product purchase frequency does not. CET also has a significant mediating effect on product evaluation through both involvement and actual product purchasing experience. Gender has direct effects on CET and product evaluation, as does household income on product evaluation.
{"title":"Chinese Wine Consumers’ Product Evaluation: Effects of Product Involvement, Ethnocentrism, Product Experience and Antecedents","authors":"J. Bruwer, Justin Cohen, Carl Driesener, A. Corsi, Richard Lee, Ava Huang, L. Lockshin","doi":"10.1177/14413582231166066","DOIUrl":"https://doi.org/10.1177/14413582231166066","url":null,"abstract":"This research provides nuanced insights from a consumer-centric behavioural psychology perspective, by developing a theoretically grounded motivational process model of product evaluation, viewed through a country-of-origin (COO) lens, incorporating the focal constructs of product involvement, product knowledge, consumer ethnocentrism (CET) and antecedents related to wine buying in China. An online survey of 934 consumers across China in a range of 12 tier-1 and tier-2 cities investigates the effects of several independent variables on COO product category evaluation. The findings provide valuable contrasting insights between evaluations of products originating from developed economies (France and Australia) and a transitional economy (China), the home country. We validate a 10-item version of the CETSCALE and apply multiple linear regression (MLR) modelling to test the hypothesised relationships. We further contribute by examining both main and interaction effects of the empirically enhanced model. We conclude that CET, product involvement, product purchase experience and, travel exposure significantly impact COO product evaluations, through actual product purchase experience, while product purchase frequency does not. CET also has a significant mediating effect on product evaluation through both involvement and actual product purchasing experience. Gender has direct effects on CET and product evaluation, as does household income on product evaluation.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65537276","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 : 2023-03-31DOI: 10.1177/14413582231165268
P. Chad
The world’s current ‘linear economy’ business model diminishes finite resources and disregards ongoing detrimental effects being created on our planet. Society needs to do something different, and move to a circular economy for sustainability. Changing existing consumer behaviour to extend the life of currently unwanted household goods can play a beneficial role to increase circularity. Underpinned by the COM-B model of behaviour and associated Behaviour Change Wheel (BCW), this study explores householders’ existing behaviour and views regarding unwanted goods, and perspectives of local government employees/contractors involved in collection of unwanted household goods, to develop recommended interventions to increase circularity. The study offers theoretical contributions as one of the first studies to apply the COM-B model and BCW within the circular economy context and identifies prioritisation/co-ordination as key issues needed in the model. Additionally, practical contributions are provided including recommendations for increased education, incentivisation and enablement (including improved infrastructure); with cost, safety, technology and politics key barriers to increasing circularity of unwanted goods by households. A crucial finding is a need for responsibilisation whereby all stakeholders must accept the specific role each needs to play in a co-ordinated effort to address the challenge of sustainability. The study provides social contribution addressing SDG Goal 12 (responsible consumption) and identifies how various stakeholders can do something different to assist increasing household participation in a circular economy – for the future of humankind and the planet.
{"title":"Rescuing Unwanted Household Goods: Moving Towards a Circular Economy","authors":"P. Chad","doi":"10.1177/14413582231165268","DOIUrl":"https://doi.org/10.1177/14413582231165268","url":null,"abstract":"The world’s current ‘linear economy’ business model diminishes finite resources and disregards ongoing detrimental effects being created on our planet. Society needs to do something different, and move to a circular economy for sustainability. Changing existing consumer behaviour to extend the life of currently unwanted household goods can play a beneficial role to increase circularity. Underpinned by the COM-B model of behaviour and associated Behaviour Change Wheel (BCW), this study explores householders’ existing behaviour and views regarding unwanted goods, and perspectives of local government employees/contractors involved in collection of unwanted household goods, to develop recommended interventions to increase circularity. The study offers theoretical contributions as one of the first studies to apply the COM-B model and BCW within the circular economy context and identifies prioritisation/co-ordination as key issues needed in the model. Additionally, practical contributions are provided including recommendations for increased education, incentivisation and enablement (including improved infrastructure); with cost, safety, technology and politics key barriers to increasing circularity of unwanted goods by households. A crucial finding is a need for responsibilisation whereby all stakeholders must accept the specific role each needs to play in a co-ordinated effort to address the challenge of sustainability. The study provides social contribution addressing SDG Goal 12 (responsible consumption) and identifies how various stakeholders can do something different to assist increasing household participation in a circular economy – for the future of humankind and the planet.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"279 - 293"},"PeriodicalIF":6.0,"publicationDate":"2023-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48275266","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 : 2023-02-23DOI: 10.1177/14413582231155644
P. Ranjan, J. Nayak
This research intends to develop a conceptual framework for examining the distinct effects of internal market orientation and pricing capability on three categories of performance outcomes: customer performance, market performance, and financial performance. This study also explores the moderating influence of firm innovativeness on the relationship between internal market orientation and pricing capability. The partial least square structural equation modeling technique was applied to a cross-industry sample of 194 small and medium-sized enterprises in India. The findings indicate that internal market orientation contributes significantly to the development of pricing capability, which has positive effects on customer performance, market performance, and financial performance. Similarly, firm innovativeness positively moderates the relationship between internal market orientation and pricing capability. More interestingly, internal market orientation and pricing capability have substantial and differential effects on customer performance, market performance, and financial performance. Overall, these findings have substantial implications for theory and practice.
{"title":"Performance Effects of Internal Market Orientation and Pricing Capability: The Moderating Role of Firm Innovativeness","authors":"P. Ranjan, J. Nayak","doi":"10.1177/14413582231155644","DOIUrl":"https://doi.org/10.1177/14413582231155644","url":null,"abstract":"This research intends to develop a conceptual framework for examining the distinct effects of internal market orientation and pricing capability on three categories of performance outcomes: customer performance, market performance, and financial performance. This study also explores the moderating influence of firm innovativeness on the relationship between internal market orientation and pricing capability. The partial least square structural equation modeling technique was applied to a cross-industry sample of 194 small and medium-sized enterprises in India. The findings indicate that internal market orientation contributes significantly to the development of pricing capability, which has positive effects on customer performance, market performance, and financial performance. Similarly, firm innovativeness positively moderates the relationship between internal market orientation and pricing capability. More interestingly, internal market orientation and pricing capability have substantial and differential effects on customer performance, market performance, and financial performance. Overall, these findings have substantial implications for theory and practice.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48643614","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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