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14
Reversing the Green Backlash in Services: Credible Competitors Help Large Companies Go Green
, 2012
"... Purpose – The purpose of this research is to first demonstrate a “green backlash ” effect whereby evaluations of a large service organization decrease after the organization announces a new green practice and second, explore how the presence of green competitors might moderate this effect. Design/me ..."
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Purpose – The purpose of this research is to first demonstrate a “green backlash ” effect whereby evaluations of a large service organization decrease after the organization announces a new green practice and second, explore how the presence of green competitors might moderate this effect. Design/methodology/approach – The approach includes one exploratory in-depth interview study and three follow-up experiments. Findings – The results indicate that consumers perceive large companies to be lacking in credibility and that when a large service organization announces the adoption of a green practice, evaluations of that firm may actually decrease, i.e. a green backlash. Additionally, it is observed that the opposite is true when consumers are aware of a credibly green competitor. In these circumstances, large players are significantly worse off if they do not also adopt green practices. Initially it was hypothesized that the large company would need to imitate the credibly green competitor. However, the results suggest that a reversal of the backlash effect can occur even if the companies are engaged in very different green activities. Research limitations/implication – The context of the experiments is limited to the food service industry.
Recessions and Depressions- A Marketing Perspective on Central Issues in the Healthcare Sector
"... All rights reserved. No part of this publication may be reprinted or utilized in any form of electronic, mechanical or other means, now known or hereafter invented including photocopying and recording or in any information storage retrieval system, without written permission of the copyright owner. ..."
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All rights reserved. No part of this publication may be reprinted or utilized in any form of electronic, mechanical or other means, now known or hereafter invented including photocopying and recording or in any information storage retrieval system, without written permission of the copyright owner.
A Global Th eat 601r icle Sustainability Marketing Strategy: An Analysis of Recent Literature Vinod Kumar
"... The present study reviews the extant literature available on the emerging area of Sustainability Marketing Strategy (SMS), which hopefully, will prove to be a springboard for the future research. Tracing the origin of the concept of SMS, a detailed discussion on historic developments in the field is ..."
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The present study reviews the extant literature available on the emerging area of Sustainability Marketing Strategy (SMS), which hopefully, will prove to be a springboard for the future research. Tracing the origin of the concept of SMS, a detailed discussion on historic developments in the field is taken up with the help of definitions and pictorial representation of various related concepts followed by a survey of wide range of available databases from 1996 to 2011. After a rigorous search of numerous jour-nals, those research papers exploring the field adequately have been selected. The selected papers are then classified according to various criteria for the purpose of comprehensive review of literature. Finally, after analyzing current status of research in the field of SMS, a probable agenda for future research has been formulated, which may serve as a useful guideline for the future investigators, as significant contribution need to be made in the area of SMS.
The Dynamics of Social Media Metrics and Intensity of Customer Relationship—An Empirical Investigation of the IT Industry
"... Abstract. Based on the theory of customer lifecycle and prior literature, we classify the customers into segments, thus to examine the effects of social media on the relationship between the firm and its customer segments. The results derived from vector autoregressive models suggest that, generally ..."
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Abstract. Based on the theory of customer lifecycle and prior literature, we classify the customers into segments, thus to examine the effects of social media on the relationship between the firm and its customer segments. The results derived from vector autoregressive models suggest that, generally, social media metrics significantly and positively influence the customer relationship, but the effect will dissipate in the long run. Interestingly, social media metrics affect the two customer segments differently; the impact on the preliminary customers is stronger than the stables ones. We also find, among the three metrics of social media, brand community best relates to the connections between customers and the firm.
Making SENS: exploring the antecedents and impact of store environmental stewardship climate Citation for published version (APA)
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Antecedents of Education Brand: Analysis of Student Preferences
"... Abstract The impending focus of the study is to provide information about the impact of brand in services preferences in general and higher education in particular. ..."
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Abstract The impending focus of the study is to provide information about the impact of brand in services preferences in general and higher education in particular.
MARKETING AND SUSTAINABILITY ACADEMIC PRODUCTION IN BRAZIL: An analysis in leading management journals during the period of 1994-2012.
"... The convergence between Marketing and Sustainability is little studied in Brazil. The objective of this research is to evaluate the construction of scientific knowledge in these areas. Analyzed were 471 articles published in 39 journals classified as A2, B1 and B2 Qualis in the field of Management, ..."
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The convergence between Marketing and Sustainability is little studied in Brazil. The objective of this research is to evaluate the construction of scientific knowledge in these areas. Analyzed were 471 articles published in 39 journals classified as A2, B1 and B2 Qualis in the field of Management, Accounting and Tourism, version 2013, for the period 1994-2012. The results, by means of bibliometric and network analysis, revealed that the field is steady, without significant progress, looking to highlight the reproduction of ideas. References complied with the parameters proposed by Lotka's Law and emphasized the influence of the largest universities in the formation of institutional networks. Two vectors with different conceptual bases, Marketing and Sustainability, divide the field, suggesting, for now, little interdisciplinarity. Organized groups were not found in the networks of authors, although a multidisciplinary approach to the subject gives rise to the production of knowledge in different research fields.
Business Development: What’s Behind the Name? by
"... Abstract. Growth is one of the biggest challenges for companies in the context of increasing global competition and highly differentiated customer needs. Many markets have reached their saturation and can no longer continue to grow. Therefore, companies have to adapt to new market demands and need t ..."
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Abstract. Growth is one of the biggest challenges for companies in the context of increasing global competition and highly differentiated customer needs. Many markets have reached their saturation and can no longer continue to grow. Therefore, companies have to adapt to new market demands and need to identify new opportunities to further develop their business beyond current market boundaries. Identifying growth opportunities is the core challenge business development units face. Although business development is now a widely spread term in the business world, yet little is known about its nature from an academic point of view. The purpose of this paper is to explore on the basis of in-depth field interviews with practitioners from German B2B companies to analyse the concept and scope of business development. The research design aims at ana-lysing five main areas to explore the new phenomenon, namely: understanding, organisation, employees, instruments and trends of business development. In detail we first look at what business development encompasses, second how it is organ-ised within the company and its interaction with other departments, in particular with the marketing department. Third, what qualification do the employees who work in business development have and what competences are crucial. Fourth, which instruments are used and fifth which current trends in this respect can be identified.
Inconsistent Consumer Behavior
"... ePubWU, the institutional repository of the WU Vienna University of Economics and Business, is provided by the University Library and the IT-Services. The aim is to enable open access to the scholarly output of the WU. This document is the version accepted for publication and — in case of peer revie ..."
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ePubWU, the institutional repository of the WU Vienna University of Economics and Business, is provided by the University Library and the IT-Services. The aim is to enable open access to the scholarly output of the WU. This document is the version accepted for publication and — in case of peer review — incorporates referee comments. There are major differences between this and the publisher version, so readers are advised the check the publisher version before citing.
