Dissertations / Theses: 'Marketing capabilities'

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Venkataramani, Sangeetha. "Embedded Relations and Marketing Capabilities." Diss., The University of Arizona, 2015. http://hdl.handle.net/10150/565890.

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This dissertation explores the role of capacities of different sets of actors and examines some of the consequences of realization of these capacities. Specifically, the two outcomes examined in this dissertation are coopetition, which is simultaneous cooperation and competition, and innovation. This research uses different contexts and multiple methods to understand and explore the role of capacities in varied outcomes. The first essay examines the effect of actor capacities on coopetition. It looks at cosmetics salespeople in department stores that are embedded in relations with the store and the cosmetics brands among others, and examines the effect of this embeddedness on cooperative or competitive responses of these salespeople. Specifically, this research posits that actors, both human and non-human, possess capacities to interact with other actors. Unless the interaction occurs, the capacity merely remains a potential, and is only realized in interaction. Capacities represent the joint agency of interacting actors or entities. Both individual actors and collectives possess capacities to interact with others. Capacities of actors and collectives determine the processes employed by these actors that help integrate the collective or disintegrate it, thereby dynamically influencing the balance between cooperation and competition among sales people. The second essay examines the capacities of inventors in Biotechnology industry and investigates innovation as an outcome of realization of their capacities. This essay specifically focuses on actor capacities and its outcomes in the event of an acquisition. It posits that potential relational capacities of inventors prior to an acquisition determines whether integration among inventors will happen at the time of the acquisition. In addition, this research studies the effect of inventor integration at the time of acquisition on innovation outcomes of the acquiring firm, four years from the time of acquisition.

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Vitikka, M. (Mikko). "Outsourcing accounting functions -measuring benefits, impact on capabilities and firm performance." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201806062465.

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Outsourcing has become a common strategy for companies during the past decades and the goals of outsourcing have changed from only seeking cost savings to more strategic objectives. The existing literature on outsourcing has grown as well but the results of outsourcing is a rather under researched area. The existing literature lacks comprehensive ways for measuring the results of outsourcing. Moreover, despite being one of the most commonly outsourced activities, the outsourcing of accounting functions is lacking empirical research. This research sheds light to the results of outsourcing accounting functions by developing a structured measurement model based on the existing literature. The model is developed approaching the outsourcing phenomenon from three perspectives. First, the potential benefits of outsourcing are reviewed, and the measurement scales are developed and structured into two factors. Second, a two-factor structure and measurement scales are developed for the impact that outsourcing has on the development of company’s competitive capabilities. Lastly, the firm performance approach is adopted to the outsourcing context and a structure of five factors is established. Also the possible correlations between the assumed factors are investigated. The theorized measurement model is empirically tested with survey data gathered from Finnish companies by carrying out a confirmatory factor analysis. The empirical part of the research connects the existing literature to the outsourcing of accounting functions. Based on the analysis no need to make changes to the model was found considering the potential benefits of outsourcing and the impact outsourcing has on competitive capabilities. This means that the theorized benefits of outsourcing and the impact it has on competitive capabilities seems to be in line with earlier studies in the context of this research. The variables measuring benefits form two distinct factors, business benefits and organizational benefits. Similarly, the variables measuring the impact on competitive capabilities form two factors, impact on internal competitive capabilities and external competitive capabilities. The firm performance measurement part of the model needed some changes. Based on the statistical and conceptual considerations two factors, external business performance and stakeholder performance is excluded from the model. They do not seem to be valid factors for measuring firm performance when outsourcing accounting functions. Based on the analysis, some variables were excluded in two other factors, internal business performance and organizational performance. With these changes, these factors seem to be valid for measuring firm performance in the context of this study. The fifth firm performance factor, innovation performance, was a valid factor as such. As theorized, the benefit and impact factors are correlated with each other. The impact factors seem to be correlated only with innovation performance but not with organizational or internal business performance. However, organizational performance and internal business performance are correlated with innovation performance. Based on these results, it seems that the benefits of outsourcing accounting functions are connected to innovation performance through the development of competitive capabilities, which is in turn connected the other avenues of firm performance. The model developed can be used to measure the results of outsourcing accounting functions. It also forms a good basis for structural equation modeling that can be used to test causality between the factors.

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Yang, Jing. "Marketing assets, marketing capabilities and shareholder value an empirical analysis of asset endowments and utilization /." Amherst, Mass. : University of Massachusetts Amherst, 2009. http://scholarworks.umass.edu/dissertations/AAI3372285/.

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Alarape, O. A. "Identifying the path through which entrepreneurial proclivity influences competitive advantage in international service ventures : do dynamic capabilities, marketing capabilities and international marketing strategy fit matter?" Thesis, University of Liverpool, 2017. http://livrepository.liverpool.ac.uk/3008132/.

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Entrepreneurial proclivity and competitive advantage have received significant attention from an international performance perspective within the context of the manufacturing sector but not for the service sector. While the manufacturing-focused research has contributed to the development of firm internationalisation through improved strategies, the international business climate has been largely unstable and continuously evolving with appreciable shift of interest to emerging economies for foreign direct investment (FDI) opportunities that will leverage technology to drive innovation; especially in the services sector. This is to foster the survival and expansion of international sales and internationalisation. The irony is that international service firms increasing growth has contributed immensely to the services position in the global trade, and there is need for international marketing theory and practice based on services internationalisation, and not just the current understanding and international marketing strategies solely rooted in the manufacturing sector. In response to this lacuna of knowledge in the existing knowledge and professional practice, this mixed methods action research inquiry attempts to shed light in the field through the development of a comprehensive framework of the precedence of competitive advantage in the context of international service ventures, and to further identify if the study findings can bring actionable knowledge and change in the researcher’s organisation. A major problem being addressed by this research is an in-depth understanding on why some international service ventures are successful in expanding their business internationally? What are the drivers of competitive advantage behind these international service ventures? Based on the dynamic capabilities theory and international marketing strategy literature reviewed, a set of research hypotheses developed and empirically tested affirming that the development and adoption of certain dynamic capabilities enhances the marketing capabilities available to international service ventures. This further fortifies the international service venture ability to achieve a proper fit between the international marketing strategy being pursued and the environmental context of implementation. Data collected from 260 international service ventures in Nigeria. The study findings formed the basis of reflection and discussion within the researcher workplace focus-group in order to identify how they could bring actionable knowledge and change in the researcher’s organization. The study results reveal a positive relationship between international marketing strategy fit and competitive advantage. International entrepreneurial proclivity found to be a significant precursor of sensing and reconfiguring processes where the actual influence fluctuates across different entrepreneurial proclivity aspects. By using mixed methods action research through a cyclic approach as an insider action researcher, the researcher was able to apply the survey findings in practice through focus-group taking action, evaluating the action and monitoring through quantitative and qualitative approaches within the context of the conceptual framework in order to solve this workplace-based problem and also to improve his practice. The findings discussed in light of existing knowledge, and possible limitations of the study considered. As a DBA action research project emphasis is placed on the implications/relevance of the research findings to scholars, business practitioners, managers, policy makers, investors and international service venture development. Future research opportunities identified and discussed. KEYWORDS: International entrepreneurial proclivity, international dynamic capabilities, marketing capabilities, marketing strategy fit, international service advantage, competitive advantage, international service venture, internationalisation of services, mixed methods action research.

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Hall, Kenneth D. "EXPLORING THE INFLUENCE OF COLLABORATIVE CAPABILITIES ON FOCAL-FIRM PRODUCT OUTCOMES: THE MEDIATING ROLE OF SUPPLIER CAPABILITIES." Cleveland State University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=csu1384854810.

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Gustas, Tadas, and Caroline Blixt. "Breaking the Barriers of Internationalization through Marketing : An exploratory study of INVs' marketing approach." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-298790.

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This thesis explores how the resources of marketing capabilities, business networks, and financial resources, influence the marketing approach of international new ventures. Building on the resource based view, the market entry of firms and how they compete is analyzed by exploring the resources and capabilities of INVs. By using a qualitative research method, this thesis identifies the three resources of marketing capabilities, business networks, and financial resources to be highly influential for INVs’ marketing approach. Also there has been shown to be a synergetic effect between the resources, and that the cross-industrial and cross-business type sampling did not entail any divergences, but rather similar patterns. Four main findings can be identified as a result of our analysis. First, market knowledge prior to internationalization is shown to be key. Second, the creation of trust through transparency in business networks spark business network opportunities and long-term relationships. Third, utilizing technological tools for marketing endeavors becomes highly efficient. Fourth, tackling financial limitations through the implementation of a low-cost strategy is shown to be essential. The findings of this research has great potential of contributing to managerial practice when working with marketing aspirations, as well as being a starting point for future research in the field of INVs and the resource based view theory. The study has limitations in regards to the scope of the research.

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Vasfi, Tashkin. "An investigation of marketing capabilities and performance in the UK's non-profit organisations." Thesis, University of Essex, 2015. http://repository.essex.ac.uk/17157/.

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Recent studies in marketing theories have developed the conceptualisation of marketing capabilities in for-profit businesses. Despite the evidence of the importance of marketing capabilities in shaping the direction of marketing in for-profit businesses, only a small amount of research investigating the concept of marketing capabilities in the non-profit organisation context. Building on the existing literature of marketing and non-profit marketing, this research offers an investigation into marketing capabilities and market orientation on performance in non-profit organisation. A quantitative research method was adopted and a survey was used to gather data from the UK-based non-profit organisations. Together with the literature review, research hypotheses and an operational model was developed. The model was tested with a survey which was directed at managers and executives of different UK non-profit organisations. Structural equation modelling was used to analyse the survey responses. The structural model showed a good fit with the data and good convergent and discriminant validity as well as reliability stability. This research is the first to formulate and develop the concepts of marketing capabilities and market orientation in the non-profit context. The outcome of this research adds new perspectives to the growing body of non-profit marketing literature, and suggests directions for future research. This research also offers important implications for management bodies in the non-profit organisations and public policy-makers alike.

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Trez, Guilherme. "A influência da estrutura de marketing no processo de implementação de estratégia de marketing." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2009. http://hdl.handle.net/10183/17148.

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A compreensão dos fatores que influenciam a implementação de estratégia em marketing é um problema que desafia os pesquisadores da área desde o início da década de 1980. Para abordar o referido tema, esta investigação utilizou uma perspectiva de análise baseada na visão estruturalista da implementação. A realização desta tese se deu com o desenvolvimento de um modelo que contempla as seguintes dimensões dessa visão de implementação: Estrutura Organizacional de Marketing, Capacidades de Marketing e Dispersão de Marketing. Além disso, é analisada a utilização de relações interfirmas como meio de acessar recursos e capacidades indisponíveis na organização. Foi realizada uma pesquisa com empresas fabricantes de móveis no Brasil para o teste das hipóteses propostas, na qual foi obtida uma amostra de 424 casos válidos para o estudo. O uso de modelagem de equações estruturais permitiu a avaliação da influência dos construtos da estrutura de marketing na implementação de uma estratégia de desenvolvimento de novos produtos. Verificou-se que o modelo evidencia a influência desses construtos na implementação da referida estratégia. Mais especificamente, identifica-se que a Estrutura Organizacional e a Dispersão de Marketing influenciam positivamente as Capacidades de Marketing. Essas, quando divididas em Capacidades Arquiteturais e Especializadas proporcionam maiores subsídios para a compreensão de seus antecedentes e das influências que causam nos construtos de desempenho. Além disso, verificou-se que a tipologia de estruturas Orgânicas e Burocráticas é útil para o estudo das relações que envolvem estrutura de marketing, visto que são capazes de discriminar empresas a partir de suas características organizacionais. No que diz respeito à utilização de relações interfirmas, os resultados indicam a relevância de sua análise para o estudo da implementação de marketing, verificou-se que a influência da Dispersão de Marketing nas Capacidades de Marketing somente é significativa no contexto de empresas que utilizam tais relações.
Understanding the factors that influence the implementation of marketing strategy is an issue that challenges the researchers since the early 1980's. To address this issue, this research used an analysis based on the perspective of structuralist view of implementation. To conduct this study was developed a model that includes the following dimensions of this vision of implementation: Organizational Marketing Structure, Marketing Capabilities and Marketing Dispersion. Furthermore, it examined the use of interfirm relationships as a means to access resources and capabilities not available in the organization. We performed a search with furniture manufacturers in Brazil to test the hypotheses proposed, which was obtained a sample of 424 valid cases for the study. The use of structural equation modeling allowed the evaluation of the structural marketing constructs influence in the new product development strategy implementation. It was found that the model confirms the influence of these constructs in the strategy implementation. More specifically, it identifies that the Organizational Structure and the Marketing Dispersion positively influence the Marketing Capabilities. The capabilities divided into Specialized and Architectural Capabilities provided greater contribution to the understanding of their antecedents and influences that it cause to the performance constructs. Furthermore, we found that the Organic and Bureaucratic types of organizational structures are useful to the study of marketing structure, because with that types is possible to discriminate firms structures. Regarding the use of interfirm relationships, the results indicate the importance of its analysis to study the marketing implementation. It was found that the influence of Marketing Dispersion in Marketing Capabilities is only significant in the context of companies that use such relations.

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Song, Moxi. "Information sharing, ordinary capabilities and firm performance: the moderating role of market orientation." HKBU Institutional Repository, 2014. https://repository.hkbu.edu.hk/etd_oa/97.

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Today’s turbulent business environment has made external knowledge a dominant source of information in firms’ attempt to develop and maintain a sustainable competitive advantage. Firms need to share and acquire new knowledge as they seek to develop new applications and to survive. Therefore, whether inter-firm information sharing has a direct effect on firm performance has become a central question in studies on strategic management and supply chain management. However, the empirical results remain largely divergent and inconclusive, ranging from a positive relationship to a negative relationship. This study advanced the literature by examining the mediating role of ordinary capabilities (manifested by operations capabilities) in the relationship between information sharing and firm performance. By drawing on the dynamic capabilities perspective, we propose that information sharing, as a dynamic capability, deploys and reconfigures the existing operations capabilities, which in turn lead to superior firm performance. Furthermore, we used a dimensional approach to look at how the two types of information sharing, focal manufacturer-key suppliers (MS) information sharing and focal manufacturer-key buyers (MB) information sharing, may affect both ordinary capabilities and firm performance. Moreover, this study investigated how a firm’s market orientation moderates the information sharing-operations capabilities link. We argue that market orientation positively strengthens the effects of both MS information sharing and MB information sharing on operations capabilities by driving a continuous and proactive disposition to meeting customer needs. We randomly chose as our sample manufacturing firms from the official list provided by the provincial Association of Entrepreneurs in the Ning Xia autonomous region of China. The data collection was performed over a two-month period and 154 cases were considered valid for our study. Multiple regression and bootstrapping methods were used to test our model. Most of the key hypotheses have been supported. First, operations capabilities fully mediate the relationships between both types of information sharing and performance. Moreover, the three dimensions of market orientation (i.e., market intelligence generation, dissemination, and responsiveness) positively moderate the effects of both MS and MB information sharing on operations capabilities, except for the moderating effect of market intelligence generation in the relationship between MB information sharing and operations capabilities. Several implications, both theoretical and practical, are envisaged. First, our findings, which reveal that operations capabilities fully mediate the effects of information sharing on firm performance, contribute to unpacking the black box of information sharing and performance relationship in the buyer-supplier relationship context. The study offers an alternative explanation for the inconclusive empirical results regarding the relationship between information sharing and firm performance. We propose and verify a theoretical claim suggesting that information sharing is a necessary but insufficient condition to improve firm performance, and operations capabilities that are extended, modified, changed, and/or created by using information sharing determine the firm’s market position, which in turn transforms the potential benefits of information sharing into superior firm performance. Second, our study goes one step beyond existing studies on the interactive effects of marketing capabilities and marketing orientation on firm performance. We demonstrate that it is the interactive effects of dynamic capabilities (information sharing) and market orientation on the development of ordinary capabilities (operations capabilities) that really matter to a firm’s sustained performance supremacy in the long term. The practical implication is that managers must ensure that their firms have ongoing inter-firm information sharing arrangements with their suppliers and buyers. At the same time, they should have good operations capabilities to take advantage of the shared information and transform the benefits into superior firm performance. Another practical implication is that manufacturers need a corporate culture of market orientation to maximize the positive effects of both MS and MB inter-firm information sharing on the development of operations capabilities since at the end of the day it is operations capabilities that contribute directly to the supremacy of a firm’s performance. Keywords: Information Sharing; Dynamic Capabilities; Ordinary Capabilities; Market Orientation

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Bornhofen, Robert J. "How Organizations Adapt Social Media Capabilities as a Competitive Advantage." Thesis, University of Maryland University College, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=3565897.

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This paper is a systematic review of scholarly studies that examines how organizations enhance their ability to generate value through social media. It explores why some organizations are able to adopt and benefit from social media while others cannot. Specifically, it examines: (i) how people and social networks are essential to create value at the organizational level, (ii) how leadership sets the vision and convinces others on the need for change, and (iii) what types of strategy can be implemented to enable knowledge creation through social networks. Argument is made on the vital importance of two variables in particular—leadership and strategy—and their role in moderating how the organization accepts and incorporates change to enhance overall effectiveness and efficiency. Evidence-based research is used to describe relevant theory and practice through qualitative and quantitative sources. It examines how organizations overcome the hurdles associated with change, and how individuals learn to accept new methods to connect, share knowledge, and create value through Web 2.0 technology.

Social media challenges an organization’s ability to manage individuals and information. It requires a shift in the way people work and think; it requires a culture adjustment in how people collaborate in new, more inclusive ways other than relying on the same imbedded methods and inner core of co-workers for answers.

Keywords: Social Media, Social Networks, Leadership, Strategy, and Organizational Culture.

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Keswell, Delon. "The effectiveness of trade show marketing capabilities on the financial performance of South African companies." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24245.

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Trade shows are an important part of the marketing mix, however there is considerable doubt to their contribution to the financial results in an organisation. A significant amount of firm’s’ marketing budgets are spent on trade shows, with the expectation that it will yield positive financial results. However, there is little research on trade show capability; especially literature relating to direct links between trade show activities and financial performance. The objective of this study was to determine whether trade show capability of South African companies results in improved financial performance. Trade show capability in this study refers to the activities, such as the resources that are required to participate in events and the outcomes from these activities. The resource based view of a firm, and conceptual models were used to link trade show marketing activities to trade show marketing outcomes to study the effects on the sales of companies. Marketing activities were limited to the number, frequency and level of expenditure of trade shows. The marketing outcomes included the number of leads generated and alignment of trade show goals to financial goals. In addition, company specific factors such as the type of industry, size of company and complexity of product were also explored. The research design was quantitative and descriptive in nature and tested the links between trade show capabilities and the financial performance of South African firms. The research found that overall there was no statistical evidence to show that all the trade show capabilities mentioned above, with the exception of some company specific factors, impacted the level of sales. These company specific factors included the type of industry, size of company, company type and complexity of product. Copyright
Dissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted

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Haapanen, L. (Lauri). "Firms’ resource allocation between R&D and marketing in their international expansion:a functional level analysis." Doctoral thesis, Oulun yliopisto, 2017. http://urn.fi/urn:isbn:9789526216997.

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Abstract For a small and medium size firm (SME), expansion into new foreign markets is a remarkable milestone, requiring specific resources and capabilities. The purpose of this study is to explore how management in internationalizing small and medium-size firms allocate their limited resources between key functions, in particular, between marketing and R&D. This thesis builds on a resource-based view of the firm, a dynamic capabilities perspective, and the SME internationalization literature, and therefore assumes that a firm’s success in foreign markets is closely related to its internal resource and capability configurations. The findings of this study suggest that SMEs need a capability portfolio in which the relative importance of key capabilities varies as international expansion proceeds. It appears that throughout the international expansion process, investments in developing R&D capabilities do not notably decrease, not even at the time when SMEs need to begin to develop other activities, such as marketing. Closer examination reveals that investments in the capabilities’ underlying microfoundations, rather than the resource allocation between the key functions per se, determine the nature of the resulting competitive advantage. Cross-border mergers are specific situations that reveal the strong influence of function-specific microfoundations on functional capabilities and thus, on an SME’s dynamic capabilities. The results of this study show that in merger deals, each firm comes with distinctive cross-functional structures, processes, routines, and skills. Synergies might not be capitalized if management is not able to effectively align merging firms’ underlying microfoundations. The results in this thesis underline the invaluable role of SMEs’ management. The findings show that even if the different phases of international expansion require diverse managerial capabilities, unanimity among the top management team executives is needed (surprisingly) only when these SMEs are making substantial resource commitments. Such adoption to changing conditions is an illustration of dynamic managerial capabilities that partly determines success in international markets
Tiivistelmä Pienelle yritykselle kansainvälistyminen on merkittävä virstanpylväs, joka edellyttää erityisiä resursseja ja kyvykkyyksiä. Tässä työssä on tarkoitus tutkia, kuinka pienen kansainvälistyvän yrityksen johto kohdentaa yrityksen rajallisia resursseja tuotekehitys- ja markkinointifunktioihin. Väitöskirjassa oletetaan, että pienten ja keskisuurten yritysten menestyminen kansainvälisillä markkinoilla liittyy olennaisesti yritysten käytössä oleviin resursseihin ja kyvykkyyksiin, ja tästä johtuen väitöskirjan teoreettinen osa rakennetaan resurssiteorian, dynaamisten kyvykkyyksien teorian sekä pienten yritysten kansainvälistymistä koskevien tutkimuksien yhdistelmänä. Työn tulokset osoittavat, että pienet yritykset tarvitsevat erityisen kyvykkyysportfolion, jossa eri kyvykkyyksien suhteellinen osuus muuttuu yrityksen kansainvälistymisen edetessä. Näyttäisi siltä, että yritysten investoinnit tuotekehitykseen eivät juuri pienene silloinkaan, kun yritykset aloittavat markkinointiin panostamisen. Lähempi tarkastelu kuitenkin osoittaa, että investoinnit eri funktioihin eivät sinänsä määrää syntyvää kilpailuetua, vaan edun luonne määräytyy sen mukaan, kuinka resurssit kohdennetaan taustalla oleviin kyvykkyyksien (mikro)rakenteisiin. Kansainväliset yrityskaupat ovat erityisiä tapahtumia jotka paljastavat funktiokohtaisten mikrorakenteiden merkittävän vaikutuksen. Työn tulokset osoittavat, että kussakin yksittäisessä fuusioituvassa yrityksessä on omanlaisensa, ajan myötä funktioiden välille muotoutuneet rakenteet, prosessit ja käytänteet. Yrityskauppojen hyödyt voivat jäädä saavuttamatta ellei näitä fuusioituvien yritysten funktioiden välisiä mikrorakenteita saada sujuvasti sulautettua yhteen. Tutkimustulokset korostavat pienen yrityksen johdon merkitystä. Kasvu kansainvälisillä markkinoilla vaatii johdolta erityistä kyvykkyyttä, mutta hieman yllättäen tulokset osoittavat, että johtoryhmän jäsenten yksimielisyys on tärkeää vain niissä kasvun vaiheissa, jotka edellyttävät erityisen merkittäviä sitoumuksia. Tällainen muuttuviin olosuhteisiin sopeutuminen on hyvä osoitus johdon dynaamisista kyvykkyyksistä, jotka osaltaan määräävät yrityksen menestymisen kansainvälisillä markkinoilla

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Barbarin, Thibaut. "Les pratiques d'expérimentation d'affaires et leurs rôles dans l’émergence de compétences marketing adaptatives." Thesis, Paris Sciences et Lettres (ComUE), 2018. http://www.theses.fr/2018PSLED016.

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La thèse porte sur les pratiques d'expérimentation d'affaires, déployées au sein des organisations. Le contexte est caractérisé par la transformation digitale qui permet de déployer plus aisément les expérimentations que par le passé. Le cadre théorique choisi est celui des capacités marketing adaptatives (Day, 2011)Notre travail a pour objectif d'expliquer ce qui permet l'émergence d'une pratique d'expérimentation puis de montrer les conséquences de l’utilisation de l’expérimentation sur l’organisation, en particulier les conséquences en termes de changement de culture et de montée en compétences. Dès lors, nous nous intéressons aux processus d'apprentissage ayant lieu au niveau des équipes et de l'organisation lors des pratiques d'expérimentation.A partir d'entretiens exploratoires d'experts et de deux cas d'entreprise nous mettons en évidence la construction d'une capacité marketing adaptative.Notre contribution réside dans la mise en évidence de la culture de test, de la culture entrepreneuriale ainsi que la gestion de l'ensemble des niveaux d'apprentissage pour développer une capacité marketing adaptative
We have studied the practice of business experiments inside organizations. Digital transformation makes business experiments practices much easier than they used to be. We have chosen adaptive marketing capabilities (Day, 2011) as our reference frame.Our goal is to describe what enables business experiments and to show the consequences of business experiments practices inside organizations. We have focused especially on cultural change and capabilities improvement. Therefore, we have worked on learning processes occuring during business experiments at a team level and also at an organizational level.Based on exploratory interviews and two business cases, we have brought into relief the building process of an adaptive marketing capability.Our contribution consists of the description of the building of an adaptive marketing capability, through test culture, entrepreneurial culture and the management of the whole learning levels

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unal, belgin. "The Role of Dynamic Capabilities in Outsourcing Sales and Marketing Functions: A Resource-Advantage Perspective in the Context of Consumer Packaged Goods." Digital Archive @ GSU, 2011. http://digitalarchive.gsu.edu/marketing_diss/20.

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Outsourcing refers to contracting out the functions to a third party instead of conducting them in-house. The main contribution of this dissertation is to develop and test a model of successful outsourcing in the accomplishment of headquarters selling task. Specifically, it intends to (a) provide a theoretical framework for outsourcing partnership performance, (b) explore the potential complementarities construct in the context of a dyadic outsourcing relationship, (c) examine the role of learning dynamic capabilities in turning potential complementarities into outsourcing success, and (d) explicate the role of structural social capital as an antecedent to learning dynamic capability construct . The conceptual framework of the model is based on the resource-advantage theory which posits that resources, potential complementarities and dynamic capabilities are explicated as sub-constructs. The pool of respondents who are the practicing managers of outsourcing in the consumer packaged goods industry was used to test the hypothesized relationships. The findings showed that the learning dynamic capabilities construct is the most important factor affecting in the outsourcing partnership performance in the context of headquarters selling task. The task-related resources of the outsourcer had a significant positive effect on potential complementarities. However, the positive effect of the outsourcee’s task-related resources on potential complementarities was not significant. Likewise, the positive effect of the potential complementarities on the outsourcing partnership performance did not emerge as significant. The effect of structural social capital of the outsourcer had a significant but negative influence on learning dynamic capabilities. The positive effect of structural social capital of the outsourcee on learning dynamic capabilities and the moderating role of learning dynamic capabilities were found to be insignificant.

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Herzig, Anne, and Maria Karlsson. "The Influence of Organisational Culture on Dynamic Marketing Capabilities : A case study in the e-tail industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-66161.

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Purpose and research question: The purpose of this research is to explore how dynamic marketing capabilities in international e-tail companies are influenced by organizational culture. Furthermore, the aim is to contribute to the theoretical field of marketing capabilities, as well as providing practical implications to managers in international e-tail companies.How does organisational culture influence dynamic marketing capabilities in international e-tail companies? Method: The study is conducted with a qualitative method and an abductive approach, using a single case study design. The empirical data consist of eight semi-structured interviews with people at the company Scandinavian Design Center, in addition to secondary data and observations on site. Findings: The results of the study indicate that characteristics from four types of organisational cultures, including entrepreneurial, team, hierarchical and rational can influence DMCs positively and negatively on two levels: incremental and renewing. Team culture influences DMCs positively on both levels, while entrepreneurial culture has both positive and negative influence on different levels. Hierarchical and rational culture negatively influence DMCs on both levels, except when it comes to formal roles and articulated goals, which positively influence both incremental and renewing DMCs.

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Patwardhan, Abhijit. "Strategic orientation, organization learning, holistic firm-level marketing capability and firm performance : a dynamic capabilities view /." Full text available from ProQuest UM Digital Dissertations, 2009. http://0-proquest.umi.com.umiss.lib.olemiss.edu/pqdweb?index=0&did=1913289451&SrchMode=1&sid=1&Fmt=2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1278520813&clientId=22256.

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Dickinson, J. Barry Anderson Rolph E. "The role of business process capabilities and market-based assets in creating customer value and superior performance /." Philadelphia, Pa. : Drexel University, 2008. http://hdl.handle.net/1860/2995.

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Butler, Laurence, and Jonas Lidgren. "Sitting on the Fence between Management and Marketing, A Strategic look at Psychological Switching Costs." Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-35229.

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Abstract

With the Introduction of the internet and human technological advancement, our everyday lives have changed dramatically over the past 20 years and because of this, how we communicate, form social networks and purchase or sell goods have also developed.

In the light of this, we have completed this thesis which concerns the influence of the internet and the possibilities of forming long lasting relationships between businesses and customers through what we have described as ‘Locking in’ the customer. This is done by forming ‘Psychological Switching Costs’ that make the cognitive process of switching too expensive or un-wanted by the customer. In order to develop an understanding of this we saw it as prudent to interview senior managers of businesses that operate mainly on the internet to discover if they attempt such strategic moves in, ‘Locking in’ customers. Thus forming the research question; How are Companies based on the internet using Psychological Switching Costs as a strategy to Lock in the customers?

The process by which the information was collected was through a qualitative method and semi-structured interviews. We found from the respondents that were interviewed that when it comes to operating a business on the internet it is important to consider, Transparency, Two-way communication, Simplicity, Agility and Flexibility in creating a loyal customer who is positively locked in. These were the strategies considered by the respondents to have an effect on customers.

One of the most interesting points that were made was that if the customer was locked in to the business, the business did not have to be as dynamic. Thus, according to the respondents, Psychological Switching Costs do have an influence on how they form strategy to Lock In customers. In that it can be beneficial to attempt to Lock in customers rather than develop other Dynamic Capabilities. This factor seems very relevant when considering communication, agility and flexibility, in that by forming relationships and strategies directly to the customer these companies are creating something that is difficult to substitute, un-imitable for their competitors and convenient to the customer.

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Simões, Luís Carlos Ganhão. "Why some firms succeed in exporting while others do not? The impact of resources and capabilities on firms' export performance." Master's thesis, Instituto Politécnico de Leiria, 2012. http://hdl.handle.net/10400.8/953.

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Dissertação de Mestrado em Negócios Internacionais apresentada à ESTG - Escola Superior de Tecnologia e Gestão do Instituto Politécnico de Leiria.
Why do some firms succeed in exporting while others do not? Export activities are a crucial area of international business but the drivers of superior export performance are not yet well understood. In this study, employing a sample of 52 Portuguese firms, we examine what are the distinctive resources and capabilities associated to superior export performance through the establishment of sustainable competitive advantages. Resource-based view supports the development of explicit hypothesis. Different combinations of export-related resources and capabilities are identified as source of cost, product and service-type advantages and how do these advantages impact economic, strategic and relational dimensions of export performance. The findings of this study have important implications for theory, managers and policymakers. Limitations of the study are considered, and future research directions are identified.

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McCutcheon, Bruce E. "Effectiveness of a marketing model designed to increase attendance and revenue capabilities for non-revenue athletic programs." The Ohio State University, 1988. http://rave.ohiolink.edu/etdc/view?acc_num=osu1249059846.

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Mathew, Nicholas. "Building International Business Competencies, Human Capital, and Service Capabilities: a study of emerging market professional service small-and-medium-sized enterprises." Cleveland State University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=csu1558271960535679.

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Tan, Caroline Swee Lin, and caroline tansl@gmail com. "Sources Of Competitive Advantage For Emerging Fast Growth Small-To-Medium Enterprises: The Role Of Business Orientation, Marketing Capabilities, Customer Value, And Firm Performance." RMIT University. Management, 2007. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080530.094224.

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This thesis examines the influence of market, learning, and entrepreneurial orientation as sources of competitive advantage in fast-growth SMEs. It is taken that these three factors synergistically comprise an organization's business orientation, enhancing marketing capabilities and firm performance. In Australia, these firms tend to be emerging enterprises, usually less than 10 years of age, and comprise approximately 10% of all SMEs, contributing substantially to national revenue. Two studies (Study 1 and Study 2) were incorporated, utilizing a sequential explanatory design, which is characterized by undertaking quantitative data collection and analysis (path modelling), prior to conducting qualitative research (case studies/causal network modelling). Study 1 reveals that business orientations are significant antecedents to marketing capabilities. Accordingly, firms leverage advantages associated with a business orientation to strengthen their marketing capabilities. While superior marketing capabilities are important drivers of performance, these capabilities also mediate relationships between business orientation and performance. Without such capabilities, it appears that firm market, entrepreneurial and learning orientations provide little value to attainment of desired performance objectives. Fast growth SMEs invest in maintaining sound relationships with distributors and developing superior products/services for positional advantages. However, only product/service development capabilities contribute significantly to firm performance. Although Relationship Capabilities are related positively with Shared Vision (learning orientation) and Proactiveness (entrepreneurial orientation), this marketing capability dimension displays nonsignificant relationshi ps with performance measures. This finding suggests that even though FGF employees might have sound relationships with distributors/retailers, Relationship Capabilities are not a direct contributor to subjective measures of firm profitability, ROI, ROE, customer satisfaction, new product success, and overall marketing effectiveness, confirming that positional advantage does not necessarily lead to enhanced firm performance. In addition, marketing research, marketing management, marketing communications, and pricing are nonsignificant contributors within the context of the present hypothesized model. Study 2 extends the hypothesized model originating from Study 1. Based on an inductive analysis of case studies, qualitative findings reveal four significant qualities specific to these organizations: Leadership/CEO characteristics, human resource practices, organizational culture, and organizational climate. These characteristics can be regarded as intangible resources associated with fast-growth firms. These attributes appear to be significant antecedents to business orientation, marketing capabilities, customer value, and firm performance. Customer value features prominently. This model is also nonrecursive: firm performance sends a signal to potential employees and customers, impacting human resource related issues such as staff motivation, rewards, and recruitment. Successful firms tend to attract highly talented employees because potential staff want to be associated with winning enterprises. Information generated and disseminated from the renewal process adds new knowledge to superior organizational r esources, making the process nonrecursive. Perhaps, more importantly, Study 2 reveals that fast-growth companies seem to have an uncanny ability to remain ahead, preventing competitors from surreptitiously entering their markets. It might sound as a cliché, however, but these organizations appear to possess a commitment to customer centricity for at least some period of time, retaining customers by developing new products which continue to serve current customers as they change what they value.

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Silver, Jonathan D. "Hollywood's dominance of the movie industry : how did it arise and how has it been maintained?" Thesis, Queensland University of Technology, 2007. https://eprints.qut.edu.au/16687/1/Jonathan_Derek_Silver_Thesis.pdf.

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Hollywood’s dominance of the movie industry has been the subject of numerous studies. An interdisciplinary literature review in this thesis identified twenty different single or multiple factor explanations that try to account for Major studio dominance at different time periods but cannot comprehensively explain how Hollywood acquired and maintained dominance for nine decades. This thesis reviewed the economics, management and marketing literatures to identify existing theoretical explanations for the acquisition and persistence of market dominance. It then integrated existing theories identified within the business literature into a ‘theoretical lens’. This lens enables an historical analysis of Hollywood’s longstanding dominance of the movie business to be undertaken from a strategic business perspective. This thesis concludes that the Major studios rise to market leadership and enduring dominance can primarily be explained because they developed and maintained a set of strategic marketing management capabilities that were superior to rival firms and rival film industries. It is argued that a marketing orientation and effective strategic marketing management capabilities also provide a unifying theory for Hollywood’s enduring dominance because they can account for each of the twenty previously identified explanations for that dominance. The original contribution of this thesis is the development of a strategic marketing management lens and a set of guiding questions that can facilitate a strategic analysis of market dominance in any industry.

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Silver, Jonathan D. "Hollywood's dominance of the movie industry : how did it arise and how has it been maintained?" Queensland University of Technology, 2007. http://eprints.qut.edu.au/16687/.

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Hollywood’s dominance of the movie industry has been the subject of numerous studies. An interdisciplinary literature review in this thesis identified twenty different single or multiple factor explanations that try to account for Major studio dominance at different time periods but cannot comprehensively explain how Hollywood acquired and maintained dominance for nine decades. This thesis reviewed the economics, management and marketing literatures to identify existing theoretical explanations for the acquisition and persistence of market dominance. It then integrated existing theories identified within the business literature into a ‘theoretical lens’. This lens enables an historical analysis of Hollywood’s longstanding dominance of the movie business to be undertaken from a strategic business perspective. This thesis concludes that the Major studios rise to market leadership and enduring dominance can primarily be explained because they developed and maintained a set of strategic marketing management capabilities that were superior to rival firms and rival film industries. It is argued that a marketing orientation and effective strategic marketing management capabilities also provide a unifying theory for Hollywood’s enduring dominance because they can account for each of the twenty previously identified explanations for that dominance. The original contribution of this thesis is the development of a strategic marketing management lens and a set of guiding questions that can facilitate a strategic analysis of market dominance in any industry.

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Vincent, Leslie Harris. "Marketing Strategy Formulation in the Commercialization of New Technologies." Diss., Georgia Institute of Technology, 2005. http://hdl.handle.net/1853/7238.

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The key objective of Part I is to synthesize 23 years of innovation research findings from economic, strategy, and marketing literatures and extend the current theoretical knowledge base in these domains through meta-analysis. In general, empirical evidence of the nature of the relationship between innovation and its antecedents and consequences is provided, while at the same time providing answers to conflicting conclusions within this field. The conclusions reached provide a more comprehensive understanding of the drivers of innovation as well as the implications associated with the phenomena. In addition, this study seeks to aid in building a strong theoretical foundation relating to the nature of the relationship of innovation with key antecedents and outcomes. It is demonstrated that innovation serves as a partial mediator of the relationships between organizational and environmental antecedents and firm performance. Part II builds upon the innovation foundations set forth in Part I and extends the focus to consider how innovations are commercialized outside traditional organizational boundaries. Drawing upon the Resource-based view of the firm, the impact of two dynamic capabilities (network ties and absorptive capacity) on marketing strategy formulation effectiveness is explored. Utilizing a unique sample of university pre-startup teams, this research is able to track these teams over time (longitudinal research design) and provide an empirical examination of the role of dynamic capabilities in the effective formulation of marketing strategies. There has been very little empirical research on the formation of strategies at the team level and furthermore, even less research examining marketing strategy making for technologies that were developed outside traditional organizational boundaries and without a predefined market application. Overall, this research will not only contribute significantly to the current innovation and marketing strategy literature, but will also open up new avenues of research in marketing entrepreneurship.

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Barata, João Pedro Mendes. "A relevância do marketing empreendedor nas empresas instaladas em incubadoras." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10266.

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Mestrado em Ciências Empresariais
Esta tese fala sobre empreendedorismo, incubadoras universitárias, marketing e performance
This thesis talks about entrepreneurship, university incubators, marketing and performance.

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Massiera, Philippe. "Les ressources marketing au sein des PME : identification des facteurs expliquant leur présence et étude de la performance résultant de leur organisation." Thesis, Paris 1, 2015. http://www.theses.fr/2015PA010063.

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Les travaux menés sur les actifs et capacités marketing démontrent l'importance de ces ressources pour la performance des entreprises. Cependant les facteurs susceptibles de favoriser leur présence et les mécanismes par lesquels les entreprises organisent les ressources disponibles sont peu ou mal connus. Sur le plan théorique, ces deux questions de recherche relèvent d'une problématique commune visant à consolider les micro-fondations de la RBV. Sur le plan opérationnel, ces sujets revêtent une importance toute particulière pour les PME compte tenu des spécificités structurelles et organisationnelles de cette catégorie d'entreprises. L’objectif de la recherche consiste à étudier la présence et l'organisation de deux actifs marketing (la réputation et le capital relationnel clients) et de deux capacités marketing (les capacités support et spécialisées) au sein d'un échantillon représentatif de PME françaises. Les résultats issus de la première étude sur l'influence des facteurs de contingence internes et externes sur la présence de ces quatre ressources permettent de nuancer le poids du déterminisme des facteurs structurels (taille et âge) et confirment l’influence positive du capital humain et du profil stratégique. La deuxième étude porte sur les relations de complémentarité causale entre les quatre ressources marketing étudiées. Un modèle global de causalité permet de comprendre les mécanismes organisationnels sous-jacents à la création de la performance. Les résultats démontrent l'importance de certains couplages organisationnels et le rôle central qu’occupent les capacités support. L'identification de manière inductive de trois configurations-types de ressources marketing complète ces conclusions en permettant (a) d’approcher de manière plus contingente et plus réaliste l’organisation des actifs et capacités marketing étudiés et (b) de comparer la performance des trois configurations issues de la taxonomie. Sur le plan méthodologique, la recherche contribue à la littérature existante (a) via le développement et la validation d’un nouvel instrument de mesure et (b) via la mise en œuvre d’une méthode de segmentation PLS pour la réalisation de la classification inductive
The importance of assets and marketing capabilities on performance is largely acknowledged but questions remain regarding the resources endowments and complementarities, especially within SMEs. On a theoretical level, these two research questions stem from the same efforts to solidify the micro-foundations of the RBV. These topics are of particular importance for SMEs given their structural and organizational specificities. The present study therefore studies the presence and the organization of two marketing assets (the reputation and the customer relationship capital) and two marketing capabilities (the support and specialized marketing capabilities) within a representative sample of French SMEs. The study of the influence of internal and external contingency factors on the presence of these four resources does not confirm the determinism of the structural factors (such as size and age) but confirms the crucial role of factors such as the human capital characteristics and the strategic profile. The study of the causal relationships complementarities among the four resources demonstrates the importance of certain organizational linkages and the crucial influence on performance of the architectural marketing capabilities. In order to better contextualize these conclusions, an inductive classification of three marketing configurations is proposed and discussed. This research contributes to the existing literature through the development and the validation of several new scales and the innovative use of a PLS Path Modeling approach to identify three classes of marketing resources configurations

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Moraux, Hélène. "Le déploiement d'une capacité d'Open Marketing dans une organisation marketing : analyse selon une approche par les ressources, les capacités et les compétences marketing." Thesis, Paris 9, 2014. http://www.theses.fr/2014PA090037/document.

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La littérature attribue au marketing un rôle d’interface et de connexion avec l’extérieur, renforçant le postulat d’un marketing naturellement « ouvert ». Toutefois, l’ouverture de l’organisation marketing spécifiquement n’est pas si évidente. Dans un article théorique, Day (2011) introduit le concept d’Open Marketing, défini comme la capacité de l’organisation de s’ouvrir à des réseaux de partenaires pour capter des insights et capacités marketing afin d’enrichir le marketing de l’entreprise. Le concept est intéressant, mais sa définition n’est pas formalisée et présente des lacunes. De plus, la question de l’apprentissage et du renforcement de l’organisation marketing grâce au réseau de prestataires est peu traitée dans la littérature. Aussi, dans une visée compréhensive, la thèse propose de répondre à la problématique suivante : « Quelle compréhension offrir du concept d’Open Marketing et de son intérêt pour renforcer les ressources, les capacités et les compétences marketing dans l’organisation ? ». Deux études empiriques qualitatives sont conduites. L’étude 1, de nature exploratoire, génère plusieurs résultats. (1) Une conceptualisation claire et validée empiriquement de l’Open Marketing est apportée. Le postulat normatif d’ouverture est d’ailleurs remis en cause : les organisations marketing ne s’appuient pas toutes sur leur réseau de prestataires pour développer les ressources et les compétences de leurs collaborateurs avec la même intensité, ni avec la même intention stratégique. (2) Les dimensions et formes du concept sont mises à jour : deux types d’Open Marketing (Organisé et Intuitif) et deux modes d’Open Marketing (Orchestration et Maîtrise) sont distingués. (3) Une analyse du contexte permettant à l’Open Marketing de se déployer est fournie. (4) Une décomposition du flux d’apports provenant du réseau de prestataires en ressources, capacités et compétences marketing est proposée, illustrant les actifs qui peuvent être captés par les collaborateurs marketing dans le cadre de l’Open Marketing. L’étude 2 se base sur l’étude d’un cas d’Open Marketing « Organisé » et d’un cas d’Open Marketing « Intuitif ». Elle montre que la structure relationnelle dans laquelle se déploie l’Open Marketing influence les apports captés et le processus de captation de ces apports. Au final, la thèse montre aux organisations marketing l’intérêt de s’ouvrir et de déployer une capacité d’Open Marketing pour développer les connaissances et compétences de leurs collaborateurs à budget constant, grâce au réseau de prestataires marketing extérieurs
Marketing has been given a strong interface and connection role within the literature, creating the assumption of a naturally “open” marketing. However, specifically, the opening of the marketing organization is not so obvious. In a theoretical paper, Day (2011) introduces the Open Marketing concept, defined as a capability to open the marketing organization to partners’ networks so as to gain marketing insights and capabilities in order to enrich the firm’s marketing. The concept is interesting, but its definition is not formalized and presents some drawbacks. Besides, the literature does not fully address the question of the marketing organization’s learning and enrichment thanks to marketing suppliers’ networks. Therefore, in a comprehensive intent, our work aims at answering the following question: “Which comprehension can be offered of the Open Marketing concept and of its interest to develop the organization’s marketing resources, capabilities and competences?” We conduct two empirical qualitative studies. Study 1 is exploratory and leads to several results. (1) A clear and empirically validated conceptualization of Open Marketing is brought to the literature. Besides, the normative “opening” assumption is reversed: marketing organizations do not rely on their suppliers’ network to develop their employees’ resources and competences with the same intensity and strategic intent. (2) The dimensions and forms of Open Marketing are revealed: two Open Marketing types (Organized and Intuitive) and modes (Orchestration and Mastery) are distinguished. (3) An analysis of the context allowing the Open Marketing deployment is offered. (4) The inputs flow coming from the suppliers’ network is disaggregated into marketing resources, capabilities and competences, thus illustrating the assets that can be captured by marketing employees in the Open Marketing process. Study 2 is a case study of an “Organized” Open Marketing organization and an “Intuitive” Open Marketing organization. It shows that the relational structure in which Open Marketing is deploying influences the inputs captured, as well as the process through which these inputs are gained. Finally, the thesis shows to marketing organizations that it can be interesting to engage in an opening process and to deploy an Open Marketing capability in order to develop marketing employees’ knowledge and competences, without supplementary expenses, thanks to the marketing suppliers’ network

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Pedron, Cristiane. "Using the dynamic capabilities perspective to analyse CRM adoption: a multiple case study in portuguese organisations." Doctoral thesis, Instituto Superior de Economia e Gestão, 2009. http://hdl.handle.net/10400.5/1144.

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Doutoramento em Gestão
Customer Relationship Management (CRM) adoption is both a relevant research topic in academia and a challenge for practitioners. We understand CRM as a complex concept that includes technology, strategy and philosophy. In this research, we propose an analysis of CRM organisational competences and capabilities. The main goals are: to observe organisational competences and capabilities in order to find ways in which companies obtain success with their CRM initiatives; and to apply a dynamic capabilities perspective as the main theoretical point to analyse how companies can improve their competences related to customer relationship management. In order to achieve the purpose of this study a qualitative, interpretative, case-based research strategy was implemented. We first conducted an exploratory case study in a Brazilian Telecommunications company in order to define the focus of the research and research questions. Afterwards, we conducted a main case study in a Portuguese Telecommunications company for one year, and finally, we conducted four more case studies in Portuguese organisations to develop the research findings. These multiple case studies were based on semi-structured interviews and document analysis. We used qualitative techniques to analyse the collected data and ground our interpretation in two theoretical approaches: value focus thinking and dynamic capabilities. We propose a theoretical framework related to CRM dynamic capability that is corroborated with empirical evidence. We believe that because organisations which adopt a CRM strategy are in a competitive environment, a dynamic model needs to be used to analyse and explain how they can improve their CRM strategy in order to achieve success. As a second contribution we identify a set of competences that need to be developed in order to manage customer relationships effectively.
A adopção de Customer Relationship Management (CRM) é um tema considerado relevante para as investigações académicas e um desafio para os praticantes. CRM neste trabalho é entendido como um conceito complexo que envolve tecnologia, estratégia e filosofia. Esta investigação propõe uma análise sobre as competências e as capacidades organizacionais relacionadas ao CRM. As principais motivações deste estudo referem-se às problemáticas observadas nas adopções de CRM, sendo que as lentes da teoria das Capacidades Dinâmicas mostram-se relevante na análise das capacidades e competências organizacionais necessárias ao sucesso da iniciativa de CRM. A fim de alcançar o propósito deste estudo, foi realizada uma investigação qualitativa, interpretativa e baseada em estudos de caso. Primeiramente foi conduzido um estudo de caso exploratório numa empresa Brasileira de telecomunicações com o intuito de melhor definir o foco da investigação e das questões de investigação. Após foi conduzido o estudo de caso principal em uma empresa de telecomunicações Portuguesa ao longo de um ano. Finalmente foram conduzidos outros quatro estudos de caso em organizações Portuguesas com o intuito de aprofundar a discussão dos resultados da investigação. Foram realizadas entrevistas semi-estruturadas e análise de dados secundários. Para a análise dos dados foram utilizadas técnicas qualitativas e duas teorias ajudaram a suportar as interpretações realizadas: value focus thinking e dynamic capabilities. Como contribuições desta investigação tem-se a proposição de um framework teórico sobre a capacidade dinâmica CRM que foi corroborado com evidências empíricas. As organizações que adoptam CRM estão inseridas em ambientes de grande competitividade e um modelo dinâmico precisa ser utilizado para analisar e explicar como elas aprimoram suas estratégias de CRM para ter sucesso. Como segunda contribuição foi identificado um conjunto de competências organizacionais que são necessárias para a gestão do relacionamento com o cliente.

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Lee, Erica Kim Man. "The impact of absorptive capacity and ordinary capabilities on both financial and social performance: the case of social enterprises." HKBU Institutional Repository, 2018. https://repository.hkbu.edu.hk/etd_oa/491.

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Social enterprises (SEs) are playing an increasingly important role in fostering a more sustainable and equitable society around the world. Previous studies have suggested that developing capabilities to manage knowledge is a key driver of an SE's success (Domenico et al., 2010; Guclu et al., 2002; Tracey et al., 2011). An SE operates much like a business, but manages operations and directs its surpluses towards the pursuit of social goals (Austin et al., 2006; Dart, 2004; Dees, 2001; Granados et al., 2011; Mair & Marti, 2006; Nicholls, 2006) in an unstable or unpredictable market (Jaworski & Kohli, 1993; Mair & Marti, 2009; Nicholls, 2010; Sharir & Lerner, 2006). When the market is highly turbulent, customers' product expectations and preferences change over time. In such a situation, an SE has to pay more attention to the development of high-quality new innovative products and solutions that satisfy the social needs of specific customer segments, including underprivileged groups and socially responsible consumers, thereby more effectively addressing societal problems in a sustainable way. Indeed, the question of how absorptive capacity contributes to an SE's financial and social return is largely under-researched (Dacin et al., 2011; Granados et al., 2011; Haugh, 2005). Drawing on the dynamic capabilities perspective, this study proposes a research model in which absorptive capacity affects an SE's firm performance in both financial and social terms via marketing capabilities. It advances the existing SE-related literature by investigating the mediating role of marketing capabilities in the relationship between absorptive capacity and firm performance in the context of SEs. Also, market turbulence is theorized to moderate the relationship between marketing capabilities and performance. To perform this study, I collected data using questionnaires based on a list generated randomly from the database of the Hong Kong Council of Social Service SE Directory, and the contacts obtained from other sources such as Fullness Social Enterprises Society and the Workforce Development Agency, Ministry of Labour Taiwan. The data collection was performed over an eight-month period, with 109 valid responses being collected for this study. Multiple regression and a bootstrapping approach were used to test the hypotheses. The results provide support for most of the proposed hypotheses. Specifically, an SE's absorptive capacity is positively related to its marketing capabilities. Likewise, an SE's marketing capabilities are positively linked to its financial performance. In addition, an SE's marketing capabilities mediate the relationship between its absorptive capacity and its financial performance. Furthermore, the results show a positive moderating role of market turbulence in an SE's marketing capabilities-financial performance relationship. In summary, this study lends support to previous studies that show dynamic capabilities do not necessarily result in better financial performance directly in the context of SEs. It contributes to unpacking the black box of the absorptive capacity-financial performance relationship, and it shows that an SE's marketing capabilities play an important role as an underlying mediation mechanism. It also extends and contributes to the social enterprises literature by revealing the mediating role of marketing capabilities between absorptive capacity and financial performance, and the moderating effect of market turbulence on the relationship between marketing capabilities and financial performance in the context of SEs.

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Timlon, Joachim. "Realizing a new marketing strategy through organizational learning in industrial networks : implications for dynamic capabilities, a theory-of-the-business and sustainable competitive advantages /." Inhaltsverzeichnis, 2005. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014187767&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Malinauskienė, Eglė. "Assessment of Dynamic Organisational Capabilities for Interoperability in Context of Different E-government Development Stage." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20101108_125923-55450.

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Diverse public sector organisations are engaged in the contemporary e-government projects, so the significance of new organisational capability for e-government interoperability is increasing. The risks of these projects implementation could be effectively mitigated through the assessment of e-government interoperability, thereto researchers are searching for the relevant tools, and there are already some results of a practical value in leading e-government countries. This work addresses the research problem, how these leading methods applied for the assessment of e-government interoperability can be adopted in the context of countries in earlier stage of e-government development. Based on the analysis of theory on contemporary e-government development models and management methods, an integrated framework for the process of a joined-up government development, and the research instrument for the assessment of perception, significance, and level of practice of dynamic organisational capabilities for e-government interoperability in a particular country were proposed. They were applied in the empirical research that resulted into the modified version of the toolkit for the assessment of e-government interoperability offered by the USA researchers, meeting the requirements of current e-government development process in Lithuania. Finally, the recommendations for integration of the modified version of the toolkit and the proposed research instrument into Lithuanian e-government... [to full text]
Šiuolaikinių e. valdžios projektų įgyvendinimas reikalauja skirtingų viešojo sektoriaus institucijų dalyvavimo, todėl vis labiau akcentuojama naujo organizacijos gebėjimo – e. valdžios sąveikumo – svarba. Siekiant sumažinti minėtų projektų įgyvendinimo rizikas, labai svarbu išmokti matuoti e. valdžios sąveikumą, todėl šioje srityje pirmaujančiose valstybėse mokslininkai jau yra pasiekę tam tikrų praktinę naudą teikiančių rezultatų. Darbe nagrinėjama mokslinė problema, kaip e. valdžios sąveikumo vertinimui naudojami priešakiniai metodai galėtų būti adaptuoti ankstyvosiose e. valdžios plėtros stadijose esančiose valstybėse. Atlikus teorinę e. valdžios plėtros modelių ir naudojamų vadybinių instrumentų analizę, pasiūlytas kompleksinis e. valdžios plėtros proceso modelis, paremtas atitinkamais dinaminiais organizacijos sąveikumo gebėjimais ir jų vertinimu, bei sukurtas e. valdžios sąveikumą sudarančių dinaminių gebėjimų suvokimo, svarbos ir praktikos lygį konkrečioje valstybėje leidžiantis įvertinti tyrimo instrumentarijus. Jų pagrindu atliktas empirinis tyrimas, kurio rezultatais remiantis pasiūlyta modifikuota ir esamo Lietuvos e. valdžios plėtros proceso galimybes atitinkanti JAV mokslininkų sukurto e. valdžios sąveikumo vertinimo įrankio versija. Darbo pabaigoje pateikiamos modifikuotos įrankio versijos ir sukurto tyrimo instrumentarijaus taikymo Lietuvos e. valdžios plėtros procese rekomendacijos, kurių įgyvendinimas įgalintų pereiti nuo dabartinio, į pavienių e. paslaugų... [toliau žr. visą tekstą]

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Cunha, Namércio Pereira da. "Facilitators and inhibitors of the relationship quality in a dyadic business-to-business relationship: the wine sector in Portugal." Doctoral thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/16802.

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Doutoramento em Marketing e Estratégia
The globalised market in which the companies operate requires that the business strategies go beyond the quality offered in the products. Therefore, the quality of the relationships with the strategic partners must also be taken in to account. The main objective of this thesis is to identify the facilitating or inhibiting key constructs that describe the Relationship Quality (RQ) in a dyadic perspective of a business-to-business relationship. In this vein, the following questions arise: (i) What are the core constructs used to conceptualize RQ?; (ii) What other constructs are employed? (iii) In the context of the wine sector, is it possible to consider the same constructs or does it have context specificities?; (iv) Are there different perspectives with regards to the quality of a relationship between business partners? (v) What are the facilitating and inhibiting factors that describe RQ in a business-to-business dyadic relationship? In order to address these issues, the current thesis gave rise to (i) a systematic literature review that describes and analyses how the RQ has been measured, operationalised, and with which dimensions; (ii) a characterisation of the wine sector based on secondary data from several official entities related to the wine sector; (iii) an in-depth interview process for two studies taking into consideration the criteria of an exploratory study and a qualitative approach. These studies generated several outcomes. On a theoretical level they include: i) a proposal of an aggregating definition of RQ based on the different perspectives found in the systematic literature review; ii) a conceptual new framework in which the antecedents, core constructs and outcomes of RQ are identified. On an empirical level, we want to point out: i) the identification of new RQ constructs; ii) the classification of the constructs as inhibitors or facilitators of RQ; iii) a new framework able to identify the interrelationship of Core constructs of RQ; iv) the proposal of a scale to measure core dimensions of RQ which can be validated and refined in future research. This thesis also offers practical suggestions for those who want to deepen their knowledge in this research field, because the results determine relational strategies that influence the RQ with key business partners and present new avenues to be explored in future research.
A globalização do mercado, no qual as empresas operam, requer que as estratégias de negócio vão para além da qualidade oferecida nos produtos, e, por isso, é também importante a qualidade das relações com os parceiros estratégicos. O objetivo principal desta tese é identificar os principais constructos que caracterizam a qualidade da relação (RQ), como facilitadores ou inibidores, isto numa perspetiva diádica de uma relação business-to-business. Para tal, surgiram as seguintes questões de pesquisa: i) Quais são os constructos fundamentais para definir o conceito de RQ?; ii) Que outros constructos são aplicados?; iii) No contexto do sector do vinho é possível considerar os mesmos constructos ou variam consoante os contextos?; iv) Entre parceiros de negócio, existem diferentes perspetivas sobre a RQ? De forma a procurar resposta a estas questões, nesta tese desenvolveu-se: i) Uma análise sistemática da revisão da literatura que descreve e analisa como é que a RQ tem sido avaliada, operacionalizada e quais as dimensões empregues; ii) Uma caracterização do sector do vinho, suportada por fontes secundárias provenientes de diferentes entidades oficiais, relacionadas com o sector do vinho; iii) A utilização de entrevistas em profundidade em dois estudos empíricos, tendo em consideração os critérios de um estudo exploratório e uma abordagem qualitativa. Estes estudos contribuíram com vários resultados. Ao nível teórico destacamos: i) a proposta de uma definição sobre a RQ, capaz de agregar as diferentes perspetivas encontradas na literatura; ii) a apresentação de um novo framework no qual se identificam os constructos que atuam como antecedentes, constructos centrais e consequentes. Ao nível empírico queremos salientar: i) a identificação de novos constructos influenciadores da RQ; ii) a classificação dos constructos como inibidores ou facilitadores da RQ; iii) a apresentação de um novo framework capaz de identificar a inter-relação dos constructos centrais da RQ; iv) a proposta duma escala para medir as dimensões centrais do RQ, a qual pode ser validada e refinada em investigação futura. Esta tese proporciona também sugestões ao nível das práticas de gestão, para aqueles que queiram ter um conhecimento mais aprofundado nesta área de investigação. Isto porque, os resultados apontam para a importância das estratégias relacionais, como influenciadoras da RQ com importantes parceiros de negócio, e indicam novas áreas de investigação a serem exploradas em futuros trabalhos de pesquisa.

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Nee, Nancy Y. "DO YOU HAVE THE “S” FACTOR FOR SERVICE INNOVATION? HOW STEWARDSHIP CONTRIBUTES TO SERVICE INNOVATION CAPABILITIES IN SERVICE-DOMINANT LOGIC." Case Western Reserve University School of Graduate Studies / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=case1585250275019877.

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35

Kazak, Кatsiaryna, and Yee Choi Wing. "Improving Customer Service through Just-in-Time Distribution : Fitting into the customer’s service offer in case of ELECTROLUX LAUNDRY SYSTEMS." Thesis, University of Kalmar, Baltic Business School, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-2042.

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The international environment today has been undergoing unprecedented change and many companies are seeking new ways to stand out from the competition by sustaining their competitive advantage. Internationalization and firms’ consolidation increase competition in the dynamic marketplace .Companies are no longer staying competitive simply through focusing on product quality and pricing as customers are becoming more high-demanding related to customer service offer. This issue directs the companies’ main focus today to address the customer needs in the ever-changing environment.In order to be the winners in the marketplace, timing and superior customer service are becoming the keys to attain competitive advantage for a company. Time-based competition is an important issue that many companies are facing currently as customers are becoming more time-sensitive and time-oriented in terms of better services, reliability and delivery. To keep up with the changes in demand from customers, it is important to satisfy customers’ objectives and needs in order to provide superior customer service, thus, establish good relationship with them. In the ever-changing and dynamic business environment company needs to adapt and exploit the changes in order to meet the new challenges in the marketplace. It is crucial for the company to respond to changing needs of existing customers and seeking to serve new customers externally. The ways to renew the customers’ services and how they are delivered are critical capabilities for many companies to acquire nowadays. This leads to increasing interaction between marketing and logistics where logistics is considered a platform for supporting new strategic moves on the market.This master thesis originates from a need to research the links between customer service improvement and Just-in-time distribution in order to sustain competitive advantage. We propose to extend the Just-In-Time concept to incorporate a customer perspective, which results in changes the warehousing, ordering and delivering routines. Subsequently, this creates timing ability as well as coordination of information and material flows through timely decisions, which are difficult for competitors to emulate. Based on our analysis and conclusion, companies are recommended to shift from the traditional production-oriented to market-oriented focuses through incorporation of customers' perspective into the value chain. To deploy this, companies should start from the customer end and understand customers' needs and establish mutual beneficial relationships with customers. Long-lasting business relationships ultimately determine the success of the company. Furthermore, we conclude that successful learning to change the routines requires time for the transformation of traditional delivery practice to perform direct deliveries activities. They are based on the common understanding of the tasks and rules as well as common codes of internal coordination processes.

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Little, Duane Kirk. "EXPLORING THE IMPACT OF NEARLY COMPLETE MARKET DATA ON SMALL BUSINESSES IN THE GOVERNMENT PROFESSIONAL SERVICES MARKET." Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/591375.

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Business Administration/Strategic Management
D.B.A.
According to the United States Government’s Federal Procurement Data System (FPDS), in 2016 the Government awarded contracts worth over $472 billion. While the majority of these contracts were for products, the Government spends an average of over $76 billion per year on professional services. Roughly 28 percent of these funds go to small businesses, as classified by the Small Business Administration. Supporting Government contractors, several firms provide nearly complete market information on Federal Business (FedBiz) contract opportunities through Data as a Service (DaaS) offerings. Such services create a unique environment where nearly complete information about upcoming opportunities is available to anyone for a price. Businesses need to understand the value of such data services and ask questions about how best to use them. This gives businesses a very unique information resource in a very unique market and should cause firms to adapt by developing new and different ways to become more profitable. The goal of this research is to provide conceptual insights into the impact of FedBiz DaaS on the Government marketplace itself and on the resource mix of Government contractors. The results of this research show that businesses that adopt FedBiz DaaS increase revenue and win more contracts. Implementation of FedBiz DaaS resources leads to an improved Competitive Position for a company; changes to staffing, roles, and processes for a company’s Organizational Capabilities; and changes to the Competitive Intensity of the overall marketplace.
Temple University--Theses

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Davoust, Grignon Audrey. "Étude de la compétence d'agilité : facilitateurs, freins et coordination des deux capacités dynamiques qui la composent (vigilance et action)." Thesis, Paris Sciences et Lettres (ComUE), 2016. http://www.theses.fr/2016PSLED015/document.

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Notre projet de recherche vise à comprendre comment les organisations peuvent s’adapter à leur environnement et le faire évoluer en tirant partie de la richesse d’informations auxquelles le marketing a accès. Pour cela, nous avons mobilisé un cadre d’analyse croisant la littérature sur l’agilité en marketing, sur les capacités dynamiques et les compétences, et sur l’apprentissage organisationnel. Grâce à une démarche abductive, qui se compose de trois études qualitatives, nous répondons à la problématique : Quelles sont les ressources, capacités et compétences qui influencent la compétence d’agilité pour le marketing ? Nos résultats mettent en évidence l’importance de facilitateurs de l’agilité en termes de structure, de culture et de technologie. Ils montrent par ailleurs que l’objectif du transfert d’informations entre les chargés d’études et le marketing opérationnel, ainsi que le degré de contrôle sur l’interprétation des informations par le marketing opérationnel influence la coordination des activités qui composent l’agilité
The aim of this project is to understand how organizations are able to adapt to their environment and to make it evolve in making use of the wealth of market information. For that purpose, we used an analytical framework based on the literature on customer agility, on dynamic capabilities and core competencies, and on organizational learning.An abductive approach based on three qualitative studies helped us answer the following research problem: What resources, capabilities and competencies influence customer agility?Our results show that micro-foundations of customer agility, in terms of structure, culture and technologies, are needed.We also show the importance of the objective of the intra-organizational transfer between market analysts and product managers and of the level of control over the receiver on the coordination of the two activities of customer agility

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Hahn, Sejin, and Sarafat Hossain. "Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies." Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185101.

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Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. those that were persevering like embers in a 'slow burn' state of low income against persistent expenses. Therefore, the research sought to compare the results of marketing experimentation with current plans for increasing resiliency, or enabling robust growth, coming out of the pandemic. Methodology / Design / Approach -- As the quantitative understanding of the business impacts had been generalized, a closer look was needed into what entrepreneurs and small business leaders were thinking about in the present moment, by reflecting on factors for survival / thriving, until this point and going forward. To capture this wide range of perspectives and strategies in formulation, qualitative methods with a diverse set of businesses were selected. Theoretically, customer-centric marketing principles were employed, focusing on three intangible firm resources (of the resource-based view): 1) Stakeholder Relationships; 2) Brand Equity and 3) Knowledge / Capabilities. Findings -- With the realization that adequate financing is inaccessible and government support perceivably unreliable, small businesses naturally tested several emergent strategies within the limits of their available resources. During times of crisis and radical change, as entire industry ecosystems are reassuming their fundamentals, companies have the opportunity to maximize and develop their resources, in alignment with differing and changing customer demands. Practical Implications -- While the recommendations are tailored for small business and optimistically many, cities are also suggested to take a resource-based VRIO (Value, Rarity, Imitability and Organizability) approach to supporting the economic value and potential of their retail, restaurant and service-oriented business communities. Originality / Value -- Applying a modern customer-centric view for the small business resources most potentially valuable and developable, this research contributes a unique crisis-borne framework, which may be conceptually used as a hotbed -- by both internal and external (i.e. municipalities, partners and customers) stakeholders -- for ideating novel marketing strategies and supporting business growth / resilience. Keywords: Adaptation, Crisis Management, Financial Liquidity, Access to Capital, Government Aid, Alternative Finance, Marketing Strategy, Resource-based View (RBV), Customer-Centric, Stakeholder View, Brand, Authenticity, Knowledge, Capabilities, Marketing Management, Marketing-Finance Interface, Paid Marketing, Organic Marketing, Customer Loyalty, Community and Decision-Making

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SEPE, GIORGIA. "Alcuni insight nel definire le strategie di marketing nel settore food & beverage." Doctoral thesis, Università Cattolica del Sacro Cuore, 2018. http://hdl.handle.net/10280/39863.

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Il presente lavoro di tesi ha l’obiettivo di approfondire la conoscenza dei diversi aspetti del marketing del food & beverage, in considerazione dei molteplici cambiamenti occorsi e derivanti non solo dalla tecnologia ma anche dalle preferenze dei consumatori. A tal proposito, la ricerca adotta una triplice prospettiva, prendendo in considerazione l’analisi degli attori fondamentali esperti delle dinamiche del settore: gli insegnanti di educazione alimentare nelle scuole italiene; i professionisti di marketing, trade marketing e vendite nei loro processi di integrazione; le startup digitali coinvolte nello sviluppo di progetti che innovano i canali e le modalità distributivi. Pertanto, ogni capitolo di questo lavoro si focalizza in modo indipendente su ognuno degli attori proposti, presentando evidenze empiriche e spunti di ricerca futuri. L’obiettivo dell’intero studio è dunque di analizzare l’evoluzione del settore food & beverage a livello empirico e di fornire degli avanzamenti dal punto di vista teorico.
This research project deepens the knowledge around many aspects of the marketing of the food and beverage industry to address the new challenges deriving from both incremental and disruptive changes and more unpredictable consumers’ preferences. The research adopts different perspectives of three fundamental actors: consumers, established firms, and new ventures. The first study examines teachers’ perceptions and feelings around nutrition education, to what extent these professional figures can affect students’ behavior and how they perceive the relationship with families. The second study focuses on the integration of marketing, trade marketing, and sales functions within established firms. The third paper analyzes digital startups, and it contributes to the entrepreneurial literature on startups development and survival and the development of dynamic capabilities. The aim of the study is twofold, both empirical and theoretical. At a more empirical level, the goal is to provide an in-depth understanding of the evolution of marketing in the changing and complex environment of the food and beverage system, regarding competition, channels and institutions and consumers. At a theoretical level, it tries to provide some explanatory propositions for each analyzed setting.

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Siepong, Angsaya. "A three-fold study of multi-dimensional models of green marketing capabilities (GMC) for the enhancement of green competitive advantage and superior performance : the insights into strategic-behaviour and strategic-GMC-fit." Thesis, University of East Anglia, 2016. https://ueaeprints.uea.ac.uk/59674/.

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This doctoral thesis aims to contribute to a body of knowledge by offering some insightful strategic implications and implementations of ‘Green Marketing Capabilities’ (GMC). In particular, it suggests three distinctive GMC-strategic types and their strategic behaviours as well as strategic-GMC fit models. Additionally, the impact of GMC-structures that lead companies to obtaining green competitive advantage (GCA) and performance effectiveness are evident. This study employs a quantitative approach with a postal-mail survey. The sample frame is based upon a broad spectrum of business types across industries of Thailand. The total numbers of 120 samples were analysed throughout the study. Meanwhile the unit of analysis is concerned with companies’ managers from a wide-range positions e.g. CEO, marketing manager, environmental manager and operational manager. The entire research consists of three sub-studies which follows through several consecutive steps and analytical frameworks. The first study postulates the concept of GMC and defines the operationalization of GMC-structures based on an integrative analytical approach concerning both theoretical literature and classification scheme, and then evaluates three different GMC-strategic types based on an empirical classification/taxonomy. The second study further explores GMC strategic-behaviour-fit model by utilising a configuration approach. The third study adopts three analysis techniques i.e. a configuration, a mediating effect and a causal influence. Given these integrated approaches, this study attempts to demonstrate and validate the viability of GMC in terms of: strategic-GMC fit models, and the salient role of GMC-structures that embodies companies’ operational marketing in creating a green-based competitive advantage as well as strengthening performance effectiveness. Collectively, the whole study reveals substantial findings which can confer on the implications of GMC by manifold empirical investigations. It also adds some significant suggestions to both academic and managerial practices. Academically, it builds on the insight into an integrative analytical approach for the development of multi-faceted GMC model in order to explain the structures and the strategic types. Moreover, it offers up a best practice framework or a guiding model for practitioners to better understand a meaningful GMC strategic mind-map, in which could facilitate decision making process toward selecting and implementing the right strategy in achieving a greater performance outcome for companies.

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Guidi, Carlos Eduardo Guglielme. "Análise de segmentação aplicada à aquisição de clientes no setor de crédito pessoal." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/24062.

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O mercado de crédito brasileiro vem atraindo, nos últimos anos, diversos novos entrantes, amplificando a concorrência e impulsionando a busca por fatores que proporcionem mais competitividade. A empresa que almeja ter sucesso nesse mercado deve possuir as competências necessárias para identificar tendências, superar os concorrentes e aproveitar as oportunidades decorrentes das transformações do setor. Dentro da área de marketing, a fragmentação da mídia e as possibilidades de micro segmentação, representam ao mesmo tempo uma ameaça e uma oportunidade para ganho de competitividade por parte das empresas. Neste estudo, focamos especificamente no processo de segmentação de clientes, como forma de aumentar a eficiência da empresa na aquisição e conversão de clientes de crédito pessoal. No desenrolar deste estudo, um ciclo completo de clusterização foi aplicado a partir de uma base de proponentes a crédito pessoal, classificando os grupos obtidos de acordo com as taxas de aprovação e conversão em contrato. Os segmentos resultantes foram analisados em relação às taxas de aprovação e conversão efetiva em contratos; esta análise irá para indicar quais deverão ser os segmentos alvo da empresa para expandir e melhorar a qualidade de sua base de clientes. A partir destes resultados, a empresa pode direcionar seus esforços de marketing e aperfeiçoar as campanhas e promoções de forma a obter melhor desempenho em seu processo de identificar, encontrar e adquirir clientes – além de priorizar o atendimento e suporte aos clientes classificados como bons.
In the last years, the credit market in Brazil received several new players, becoming an increasingly competitive sector. The company that aims to reach success in this market, should have the capabilities to overpass competitions and take advantage of the opportunities in the sector. Inside the marketing area, the media fragmentation and micro segmentations possibilities are, at the same time, a threat and an opportunity to gain market. In this research, we focused specifically in the client segmentation capability, as a way to gain efficiency in acquiring and converting personal loan clients. In the purposed model, we did a cluster analysis of a personal loans applicants data base, classifying clients according to their approval and conversions rates. The selected segments, which will have above the average conversions rates, will be the target for the company expand clients and gain quality for the data base. Focusing in these segments, the company will be able to find and acquire new clients – using media segmentation - and use for client prioritization in the sales funnel and customer care.

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Wahlroos, M. (Marita). "Liikesuhteissa kehittyvät organisaation kyvykkyydet:tapaustutkimus teknologiakylästä." Doctoral thesis, University of Oulu, 2010. http://urn.fi/urn:isbn:9789514262685.

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Abstract The objective of the study is to develop the marketing interaction and network theory by conceptualising and categorising organisational capabilities. The study also aims to clarify what organisational capabilities develop when acting in business relationships and what factors promote and hamper the development of organisational capabilities in a technopolis. The theoretical framework of the study was created by combining the views of the marketing interaction and network theory and the views of the strategic management and dynamic capabilities theories on organisational capabilities, strategy and management. The concepts of organisational capability defined on the basis of the theories were further developed by utilising data from empirical research in order to form the organisational capability concepts used in this study. Capabilities were divided into strategic and operative capabilities. The factors promoting and hampering the development of organisational capabilities were divided into four categories: internal factors of organisations, interactive factors, and both internal and external network factors of a technopolis. The empirical data of this study consists of primary and secondary interviews and documents. The study was carried out as a concept analysis of qualitative and longitudinal data of several case companies. The results indicate that the development of organisational capabilities is linked with, in addition to operative management, senior corporate management, id est, the level of strategic management. Capabilities affect the modernisation or expansion of operations at the strategy level or, at the operational level, capabilities can be utilised for increasing the efficiency of operations or developing them. Most promoting and hampering factors where found in the strategic capability of creating market value and the operative capabilities of outsourcing and sales. The results show that operations in business relationships must be linked to the level strategic management, in addition to the operative management level. The study shows that, as a local organisation cluster, the technopolis promotes the development of capabilities. The long processing periods of public funding mechanisms impaired the development of organisational capabilities even though funding was important to the case organisations
Tiivistelmä Tutkimuksen tarkoitus on kehittää markkinoinnin vuorovaikutus- ja verkostoteoriaa käsitteellistämällä ja luokittelemalla organisaation kyvykkyyksiä. Tutkimus pyrkii vastaamaan kysymykseen, millaisia organisaation kyvykkyyksiä liikesuhteissa toimiminen kehittää ja mitkä tekijät edistävät ja haittaavat kyvykkyyksien kehittymistä teknologiakyläkontekstissa. Tutkimuksen teoreettinen viitekehys muodostettiin yhdistämällä markkinoinnin vuorovaikutus- ja verkostokoulukunnan sekä strategisen johtamisen ja dynaamisten kyvykkyyksien koulukuntien näkökulmia organisaation kyvykkyydestä, strategiasta ja johtamisesta. Tämän tutkimuksen kyvykkyyskäsitteisiin päädyttiin kehittämällä teoreettisesti määriteltyjä käsitteitä empiriasta saadun tiedon avulla. Kyvykkyydet jaettiin strategisiin ja operatiivisiin. Organisaation kyvykkyyksien kehittymistä edistävät ja haittaavat tekijät jaoteltiin neljään ryhmään, jotka ovat organisaatioiden sisäiset tekijät, vuorovaikutustekijät, teknologiakylän sisäiset verkostotekijät ja teknologiakylän ulkopuoliset verkostotekijät. Tutkimuksen empiirinen aineisto koostuu primääri- ja sekundäärihaastatteluista sekä dokumenttiaineistosta. Tutkimus toteutettiin käsiteanalyyttisenä monen tapauksen laadullisena ja pitkittäisenä tutkimuksena. Tutkimustulokset osoittavat, että organisaation kyvykkyyden kehittyminen linkittyy operatiivisen johtamisen lisäksi organisaation ylemmän johdon ns. strategiseen johtamiseen. Kyvykkyydet vaikuttavat organisaatioiden oman toiminnan uudistamiseen tai laajentamiseen strategiatasolla tai toimintojen tehostamiseen ja kehittämiseen operatiivisen toiminnan tasolla. Strategisista kyvykkyyksistä tulevaa markkina-arvoa luovassa kyvykkyydessä ja operatiivisista kyvykkyyksistä ulkoistamis- ja myyntikyvykkyyksissä esiintyi eniten edistäviä ja haittaavia tekijöitä. Tutkimustulokset osoittavat, että toiminta liikesuhteissa tulee operatiivisen johtamisen lisäksi linkittää myös strategisen johtamisen tasolle. Tämän tutkimuksen tulosten mukaan teknologiakylä organisaatioiden paikallisena ympäristönä edisti organisaatioiden kyvykkyyksien kehittymistä. Julkisten rahoitusmekanismien hitaus heikensi kyvykkyyksien kehittymistä, vaikkakin rahoitus oli organisaatioille merkityksellistä

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Malinauskienė, Eglė. "Dinaminių organizacijos sąveikumo gebėjimų vertinimas skirtingo e. valdžios išsivystymo lygio kontekste." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20101108_125908-99650.

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Šiuolaikinių e. valdžios projektų įgyvendinimas reikalauja skirtingų viešojo sektoriaus institucijų dalyvavimo, todėl vis labiau akcentuojama naujo organizacijos gebėjimo – e. valdžios sąveikumo – svarba. Siekiant sumažinti minėtų projektų įgyvendinimo rizikas, labai svarbu išmokti matuoti e. valdžios sąveikumą, todėl šioje srityje pirmaujančiose valstybėse mokslininkai jau yra pasiekę tam tikrų praktinę naudą teikiančių rezultatų. Darbe nagrinėjama mokslinė problema, kaip e. valdžios sąveikumo vertinimui naudojami priešakiniai metodai galėtų būti adaptuoti ankstyvosiose e. valdžios plėtros stadijose esančiose valstybėse. Atlikus teorinę e. valdžios plėtros modelių ir naudojamų vadybinių instrumentų analizę, pasiūlytas kompleksinis e. valdžios plėtros proceso modelis, paremtas atitinkamais dinaminiais organizacijos sąveikumo gebėjimais ir jų vertinimu, bei sukurtas e. valdžios sąveikumą sudarančių dinaminių gebėjimų suvokimo, svarbos ir praktikos lygį konkrečioje valstybėje leidžiantis įvertinti tyrimo instrumentarijus. Jų pagrindu atliktas empirinis tyrimas, kurio rezultatais remiantis pasiūlyta modifikuota ir esamo Lietuvos e. valdžios plėtros proceso galimybes atitinkanti JAV mokslininkų sukurto e. valdžios sąveikumo vertinimo įrankio versija. Darbo pabaigoje pateikiamos modifikuotos įrankio versijos ir sukurto tyrimo instrumentarijaus taikymo Lietuvos e. valdžios plėtros procese rekomendacijos, kurių įgyvendinimas įgalintų pereiti nuo dabartinio, į pavienių e. paslaugų... [toliau žr. visą tekstą]
Diverse public sector organisations are engaged in the contemporary e-government projects, so the significance of new organisational capability for e-government interoperability is increasing. The risks of these projects implementation could be effectively mitigated through the assessment of e-government interoperability, thereto researchers are searching for the relevant tools, and there are already some results of a practical value in leading e-government countries. This work addresses the research problem, how these leading methods applied for the assessment of e-government interoperability can be adopted in the context of countries in earlier stage of e-government development. Based on the analysis of theory on contemporary e-government development models and management methods, an integrated framework for the process of a joined-up government development, and the research instrument for the assessment of perception, significance, and level of practice of dynamic organisational capabilities for e-government interoperability in a particular country were proposed. They were applied in the empirical research that resulted into the modified version of the toolkit for the assessment of e-government interoperability offered by the USA researchers, meeting the requirements of current e-government development process in Lithuania. Finally, the recommendations for integration of the modified version of the toolkit and the proposed research instrument into Lithuanian e-government... [to full text]

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44

Shu-Wen, Kuo, and 郭淑文. "Market Orientation, Marketing Capabilities, Performance：The Preliminary Study of Dynamic Marketing Capabilities." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/72363246888016240079.

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碩士
國立嘉義大學
企業管理學系
99
Recently, the economic environment has become rapid and complex. Therefore, when enterprise making stategy,” dynamic capabilities” should be an essential factor. Dynamic capabilities means configure resources and create new capabilities to face the dynamic environment.The researches on dynamic capabilities are completely today, but there is few researches to combine the concept of dynamic and enterprise capacity. When I reviewed relative research, we found that market orientation has an implementation of dynamic capabilities. According to previous researches, market orientation is a series process of behavior and activities.The researches have paid attention to the relationship of market orientation and business performance. But many literatures point out that the relationship of market orientation and business performance are affected by mediating variable. Owing to the relationship between market orientation and business performance is very close.We will test and verify marketing capability views from dynamic concept, and developing dynamic marketing capabilities further. I investigated marketing managers of“Taiwan 1000 manufacturing industry”、“Taiwan 1000 service industry” and executive master of business administration (EMBA) students of National Chaiyi University as research participants.I apply relation analysis and linear regression analysis to analyze the three dimensions for investigating the relationship among market orientation、marketing capabilities、business performance and mediating variable. The results of this research are as follows: 1.The outstanding effects of the market orientation on marketing capabilities. 2.The outstanding effects of the marketing capabilities on business performance. 3.The outstanding effects of the market orientation on business performance. 4.The effective mediating effects of marketing capabilities. Finally, this research provides the effects advice for academician and enterprise to configure marketing strategies.Enterprise can follow external environment to adjust resource and capabilities.

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Lin, Chieh-Yi, and 林潔宜. "An exploratory study of marketing capabilities building from OEM to OBM -- the perspective of adaptive marketing capabilities." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/12792213050161790043.

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碩士
淡江大學
國際商學碩士在職專班
100
Taiwan enterprise has been played a role of OEM for a long time. Accompany with the globalization in this age, and in view of the OBM with highly added value in the market, OBM is a wonderful path that Taiwan enterprise wants to step on. This research choices a famous gift brand - “Franz” as a subject which could be one of the top 20 international brand in Taiwan in the future and believes this seminar on this remarkable OBM enterprise will provide a valuable principle to those OEM companies which are trying to establish their own brand. This research use Marketing STP and 4P, adaptive marketing capabilities and organization learning program as analysis structure. The following results were found through case study: First, OBM enterprise should have a clearly marketing strategy STP when building brand: definitive market segmentation, validate market targeting and unerring market position. Then use powerful marketing 4P- product, price, and place and promote to get into market sales. Second, in addition to basis structure of fixed marketing capabilities, the OBM enterprise needs evolution which are using adaptive marketing capabilities: vigilant market learning, adaptive market experimentation, and open marketing to enhance the response and interaction abilities when face more complicated market demands in the rapid developing market generation. Third, apart from enhance its marketing capabilities the OBM enterprise can use the organization learning concept to learn new skills and improve invisible knowledge level. It can also make organization grow up with information advancement through continually learning.

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Kurfürst, Anke Johanna. "Investigating digital marketing capabilities in born-global firms." Master's thesis, 2019. http://hdl.handle.net/10400.14/26914.

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With new communication technologies young ventures internationalise in a fast pace. This global phenomenon – the born-global firm – describe companies which quickly internationalise after their foundation and can compensate lacks in resources with idiosyncratic capabilities. Due to their fast growth on an international level, it is important to better understand how these firms are able to digitally communicate with their international consumers. This master thesis is going to fill the gap in research referring to born-global global firms’ digital marketing capabilities by exploring how born-global firms entail digital marketing capabilities to enhance performance in their international markets. Two digital marketing capabilities are analysed: digital marketing communication and digital analytics, by using a single case based study on the German born-global firm Emma Matratze GmbH. The study shows that this born-global firm entails strong digital analytical capabilities, which lead to a better understanding of the international consumer as well as an improvement of their digital marketing communication. It also shows that the born-global firm has an understanding on matching the right digital communication tools to the communication strategy. However, when a shift in strategy approaches, the firm is not completely capable in developing the knowledge inhouse and compensates that through external resources. In direct comparison to their competition, the firm clearly lacks digital branding capabilities, which result in a weaker digital communication. Thus, the chosen example of born-global firms shows that these firms are able to develop digital marketing capabilities but still struggle with lack of resources and knowledge in that field.
Com as novas tecnologias de comunicação, empresas recentes internacionalizam-se a um ritmo acelerado. Este fenómeno global – empresa nascida-global – descreve empresas que se internacionalizam rapidamente após o seu início e conseguem compensar a falta de recursos com capacidades idiossincráticas. Dado o seu crescimento rápido a nível internacional, é importante entender como estas empresas comunicam digitalmente com os seus clientes internacionais. Esta tese de mestrado vai preencher a lacuna na pesquisa referente às capacidades de marketing digital de empresas nascidas-global ao explorar como estas usam os seus recursos de marketing digital para melhorar o seu desempenho em mercados internacionais. Duas capacidades de marketing digital são analisadas: comunicação de marketing digital e análise de dados digital, ao usar um caso de estudo sobre a empresa nascida-global alemã Emma Matratze GmbH. O estudo mostra que esta empresa nascida-global necessita de fortes capacidades analíticas digitais que levarão a um melhor entendimento do consumidor internacional bem como a uma melhoria da sua comunicação de marketing digital. Mostra também que uma empresa nascida-global entende como combinar ferramentas de comunicação digital corretas com a estratégia de comunicação. No entanto, quando há mudanças na estratégia, a empresa não é completamente capaz de desenvolver o conhecimento interno e compensa isso com recursos externos. Em comparação direta com os seus concorrentes, a empresa carece de capacidades de marca digital, resultando numa comunicação digital mais fraca. Assim, o exemplo escolhido mostra que estas são capazes de desenvolver capacidades de marketing digital, mas ainda sofrem com falta de recursos e conhecimento nesta área.

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Lin, Jian-Cheng, and 林健成. "Familiness and Marketing Capabilities: A Resource-based View." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/04577904832344360227.

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碩士
國立中山大學
企業管理學系研究所
100
Family business is a typical organizational form around the world and dominates the economic landscape of many nations. Scholars propose that the reason why family businesses are different from non-family business because of resources that are distinctive to a firm as a result of the interactions between family, family members and business. The bundle of resources that have been theoretically developed within the resource-based view framework are identified as “Familiness” of the firm. Familiness is considered as a source of competitive advantage to family firms, but some scholars believe that the resources are necessary but not sufficient to achieve a competitive advantage. Resources must also be managed and deployed effectively through capabilities. Marketing capabilities is one of the most important capabilities of a firm, there are many studies have pointed out that the marketing capabilities and business performance are significantly related. The purpose of this paper is to exam the relationships among the familiness of individual family firm and their marketing capabilities through the resource-based view framework. This paper conducted a convenience sampling questionnaire survey to collect data, using the members of "Taiwan Fastener Association", "Taiwan Watch & Clock Industrial Association”, “Taiwan Fluid Power Association", and the companies that National Sun Yat-sen University MBA’s students work for as sample, issued 571 questionnaires, 134 valid questionnaires were retuned, the effective response rate is 23.5%. Descriptive statistics, confirmatory factor analysis, correlation analysis, multivariate analysis and multiple regression analysis were used for data analysis and hypothesis testing. The results of this paper show that all of family human resource, family social resource and patiant financial resource have significantly positive correlation with marketing capabilities. The managers of family business can take advantage of such unique resources to strengthen marketing capabilities that create sustainable competitive advantage and achieve superior performance.

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Chien-FenTseng and 曾千芬. "Marketing Relationship, R＆D Capabilities, Product Quality, Service Innovation and Manufacturing Capabilities to Organizational Performance." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/yw28dw.

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碩士
國立成功大學
高階管理碩士在職專班(EMBA)
105
The study probes to the relationships among marketing relationship, design and research capabilities, product quality, service innovation and manufacturing capabilities of organizational performance. 162 questionnaires were distributed and 161 of them were valid. The results of this study are as following: (1) The marketing channel relationship has significant positive effect on organizational performance; (2) The capabilities of design and research has significant positive effect on organizational performance; (3) The product quality has significant positive effect on organizational performance; (4) The service innovation has significant positive effect on organizational performance; (5) The manufacturing capabilities has significant positive effect on organizational performance.

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"Impact of Firm Capabilities at the Marketing / Technology Interface." Doctoral diss., 2020. http://hdl.handle.net/2286/R.I.57403.

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abstract: Firms compete for profitable positions in their technological environments by capitalizing on their design and other capabilities to conceive and realize marketplace strategies more effectively and more efficiently than rivals do. However, research on how technological environment characteristics change the payoff from these capabilities is minimal. Given that possessing superior firm capabilities is a primary source of competitive advantage for firms, this study seeks to fill these critical research gaps in the literature. This dissertation, which is composed of two essays, seeks to answer what capabilities pay off more in various technological conditions. It benefits from the most comprehensive sample to date that includes 2132 publicly traded firms in the United States (US) over 34 years. All the technological industry conditions are captured by using the entire data of utility patents in the US. The first essay shows that design is a firm capability that enhances sales growth. Its effect, however, is attenuated by technology intensity because, in markets with high technology intensity, design attributes become less salient. Moreover, technological competitive intensity and maturity amplify design capability’s positive effect because when technical attributes of products provide limited differentiation, design attributes receive more attention, and consumers overweight them in decision making. The second essay examines the effect of marketing and research and development (R&D) capabilities on return on assets (ROA) in three technological market conditions: Technological turbulence, uncertainty, and acceleration. It shows that all the technological environments amplify the positive ROA performance outcomes from marketing capability, with technological turbulence having the most potent effect. R&D capability, however, is most influential in technologically accelerating markets. Finally, the second essay unveils that marketing and R&D capabilities are complementary only in technologically turbulent markets. These studies thus provide valuable insights to researchers and managers on the payoff from these capabilities and offer new guidance on which capabilities firms should emphasize on under different technological market conditions.
Dissertation/Thesis
Doctoral Dissertation Business Administration 2020

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Hong, Chia-Huang, and 洪嘉璜. "The Effect of Marketing Relationship Capital on Marketing Capabilities－Learning Orientation as A Moderator." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/65651734031992024086.

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碩士
中興大學
企業管理學系所
95
The goal of the study is to establish a theory model investigating the effect of marketing relationship capital on marketing capabilities, and examine if the learning orientation have the moderating effect on the relationship between marketing relationship capital and marketing capabilities. The object of this research is aimed at the manufacturing and services corporations in Taiwan. Questionnaires were mailed to companies list on Common wealth magazine Top 1000 in manufacturing industry and Top 500 in services industry. 123 usable samples were collected. Then we confirm the research hypothesis with descriptive statistical, t-test, factor analysis, Pearson correlation analysis, multiple regression and hierarchical regression analysis. We find support for these hypotheses. The results suggest that the marketing relationship capital partially affects the marketing capabilities. Trust could be the most important marketing relationship capital to the manufacturing and services corporations. Learning orientation has a negative moderating effect of marketing relationship capital and marketing capabilities. We separate the samples into two groups and find that high level of learning orientation has positive moderating effect. Therefore, in order to avoid the negative influence, firms should put learning orientation into practice. In this study, the conclusion, interpretation of theories, practical suggestions, and limits on research and the directions of future research are based on the result of study.

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Dissertations / Theses on the topic 'Marketing capabilities'

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