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Journal articles on the topic 'Marketing dynamics'

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Author: Grafiati

Published: 4 June 2021

Last updated: 14 February 2022

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1

Ratten, Vanessa. "The dynamics of sport marketing." Marketing Intelligence & Planning 34, no. 2 (April 4, 2016): 162–68. http://dx.doi.org/10.1108/mip-07-2015-0131.

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Purpose – Sports marketing is a dynamic subject area linking academic research, marketing practitioners and public policy planners. This special issue of Marketing Intelligence and Planning focusses on “The Dynamics of Sports Marketing” by including a number of articles on this topic. The purpose of this paper is to discuss these issues by highlighting the growing area of sports marketing, sport entrepreneurship and sport management. Design/methodology/approach – Sports marketing contributes to the future of the global economy because of its linkage to other industries including manufacturing, tourism, education and technology. The role of marketing intelligence and planning for the sport sector is crucial for sport and related organizations as a way to drive the global economy and spur growth. In sport organizations, marketing consists of planning and forecasting for future demand. Findings – The findings of this introduction paper to the special journal issue highlight how it is interesting to see how sports marketing will continue to be dynamic due to its importance in building marketing practice with theory. Originality/value – This paper discusses the main sports marketing issues raised by the articles in this special issue and suggest directions for future research.

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2

Baden-Fuller, Charles, and David J. Teece. "Market sensing, dynamic capability, and competitive dynamics." Industrial Marketing Management 89 (August 2020): 105–6. http://dx.doi.org/10.1016/j.indmarman.2019.11.008.

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3

Leskovec, Jure, Lada A. Adamic, and Bernardo A. Huberman. "The dynamics of viral marketing." ACM Transactions on the Web 1, no. 1 (May 2007): 5. http://dx.doi.org/10.1145/1232722.1232727.

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4

Bernhardt, Kenneth L. "Dynamics of Marketing Case Discussions." Marketing Education Review 1, no. 4 (July 1991): 43–48. http://dx.doi.org/10.1080/10528008.1991.11488336.

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5

Korey, George. "Multilateral Perspectives in International Marketing Dynamics." European Journal of Marketing 20, no. 7 (July 1986): 34–42. http://dx.doi.org/10.1108/eum0000000004654.

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Bird, Deirdre, Sonny Nwankwo, and Joseph F. Aiyeku. "Dynamics of Marketing in African Nations." International Journal of African Historical Studies 35, no. 2/3 (2002): 556. http://dx.doi.org/10.2307/3097669.

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7

Ahmed, Zafar U. "Marketing Dynamics of Utah's Tourist Image." Hospitality & Tourism Educator 7, no. 4 (October 1995): 59. http://dx.doi.org/10.1080/23298758.1995.10685700.

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8

Didry, Nico, and Jean-Luc Giannelloni. "Collective emotional dynamics: Perspectives for marketing." Recherche et Applications en Marketing (English Edition) 34, no. 4 (December 2019): 99–124. http://dx.doi.org/10.1177/2051570719887824.

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This article focuses on the emotional dynamics at work in a collective experience. It thus fills a gap in research on emotions in the field of marketing, where emotions are usually tackled from an individual perspective. Its contribution is twofold. First, it draws on a review of the existing literature in psychology, social psychology, and sociology in order to identify, define, and characterize the main concepts related to emotions when they are experienced in a collective context. It also builds on this review by distinguishing the processes of emotional transfer from the collective emotional states that result from these transfers. Second, this article shows that the existing marketing literature almost exclusively addresses these topics through the lens of the buyer–seller dyadic relationship. Finally, it proposes further avenues of research that are focused on integrating collective emotional dynamics into marketing research.

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Harmeling, Colleen M., Robert W. Palmatier, Eric (Er) Fang, and Dainwen Wang. "Group Marketing: Theory, Mechanisms, and Dynamics." Journal of Marketing 81, no. 4 (July 2017): 1–24. http://dx.doi.org/10.1509/jm.15.0495.

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Group marketing uses the psychological mechanisms underlying group influence to drive customer behaviors that are beneficial to the firm. It is predicated on the firm's ability to guide two necessary and sufficient conditions: (1) a customer's awareness of an affiliation with the focal group and (2) exposure to group norms. By examining what it means to be affiliated with a group; determining how group norms are inferred, applied, and maintained; and testing a wide variety of ways in which these conditions become manifest, this research demonstrates the theoretical foundations of group marketing. Groups influence purchase behaviors by altering information and identity appraisals during decision making. Time in a purchase domain emerges as a critical determinant of the strength of group influence. Although previous research has suggested that social influence diminishes over time, a longitudinal field study and an experiment reveal that this prediction holds only when information appraisal dominates; an opposite effect arises when identity appraisal dominates. Group efficacy strengthens, but product price weakens, the effects of groups on purchase behaviors.

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10

Saunders, Stephen Graham, and V. Dao Truong. "Social marketing interventions: insights from a system dynamics simulation model." Journal of Social Marketing 9, no. 3 (July 8, 2019): 329–42. http://dx.doi.org/10.1108/jsocm-05-2018-0054.

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Purpose The purpose of this paper is to explore the dynamic nature of behaviour change over time and to gain insights into the effectiveness of social marketing efforts at three different intervention points under three different delay time conditions. Design/methodology/approach A system dynamics simulation modelling approach was used. Findings The findings showed that the effectiveness of social marketing interventions at different points of intervention and delay times is dependent on complex dynamic system interactions and feedback loops. Research limitations/implications As the dynamic simulation model was an abstraction or simplified representation, it was only useful to gain insights into generalised patterns of behaviour over time. Practical implications The paper provided practical guidance to social marketers’ intent on gaining insights into “where to do” and “when to do” social marketing rather than “how to do” social marketing. Originality/value The paper provided theoretical and practical insights into the temporal nature of behaviour change and the effectiveness of social marketing interventions in influencing behaviour over time.

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11

Hajiheydari, Nastaran, and Seyed Behnam Khakbaz. "Assessment of Long-Term Effects of Marketing Mix Policies." International Journal of Systems and Society 2, no. 2 (July 2015): 1–22. http://dx.doi.org/10.4018/ijss.2015070101.

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Understanding of the long term effects of marketing mix policies on firm's financial outcomes is counted as an essential issue in marketing studies. Managers really need to know the efficiency of their decisions in marketing efforts. A large number of researches have been already conducted so as to disclose these consequences, although all of them have got some limitations. In the present paper, the authors have made use of system dynamics to develop a dynamic marketing system and analyze the effect of different marketing mix policies on firm's financial indicators. For this purpose, they have introduced two dynamic marketing models based on the related literature review. The first one, that is a qualitative model, represents the logic of marketing efforts based on system dynamic rules and the second one is a quantitative model which is based on five important loops of the qualitative model. The quantitative model has been manipulated in order to analyze several marketing mix policies (scenarios). The results indicate that decision making for selecting appropriate marketing mix is a complicated process usually leading to nonlinear and complex results. Considering this point, the authors' study suggests the utilization of dynamic simulation in order to predict and analyze the effects of marketing policies on firm's financial indicators. Finally, the findings clearly show the ability of system dynamics in measuring and anticipating firm's marketing initiatives and adapting the most effective policy for its success.

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Giesler, Markus, and Eileen Fischer. "Market system dynamics." Marketing Theory 17, no. 1 (September 19, 2016): 3–8. http://dx.doi.org/10.1177/1470593116657908.

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Brozovic, Danilo, Annika Ravald, and Fredrik Nordin. "Making sense of service dynamics: the honeybee metaphor." Journal of Services Marketing 29, no. 6/7 (September 14, 2015): 634–44. http://dx.doi.org/10.1108/jsm-01-2015-0046.

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Purpose – The purpose of this paper is to explore the honeybee colony metaphor as a tool to make sense of the dynamics of service systems surrounding a service relationship. Design/methodology/approach – Based on qualitative case research, this study develops and applies the metaphor of honeybee colonies as a tool to analytically and discursively draw parallels between different aspects of honeybees and service systems surrounding a service relationship, focusing on the dynamic nature of both. Findings – The honeybee colony metaphor can serve as an analytical tool, helping managers to make sense of the dynamics of service interactions and, as a discursive tool, giving sense to the strategic implications of service providers’ everyday activities. Research limitations/implications – Few metaphors, no matter how complex, can wholly capture reality. The honeybee colony metaphor describes the dynamics surrounding a service relationship at a comprehensive level. Further research can focus on the metaphor’s particular aspects (the changing role of honeybees in the system, for example) or distortions (e.g. parasitic relationships). Practical implications – The honeybee colony metaphor illustrates the strategic importance of part-time marketers; they “pollinate” and “fertilize” the customers and properly assessed information that they report represents a basis for strategic decisions. Originality/value – The introduction of the honeybee colony metaphor in this paper provides a new lens for capturing the dynamic aspects of service systems surrounding a service relationship and the strategic implications derived from adopting a systemic outlook on service.

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Rayskin, Victoria. "Dynamics of Two-Sided Markets." Review of Marketing Science 14, no. 1 (January 1, 2016): 1–19. http://dx.doi.org/10.1515/roms-2015-0001.

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AbstractThis paper considers a dynamical system, which models a two-sided market. I evaluate the volume of users from each side of the market as a function of time. I formulate and prove theorems describing the long-term behavior and tendency of the market. Even though I consider generic attachment functions, I obtain a concrete result, formulated in terms of properties of attachment functions. This result is followed by examples (defined by the most popular in economics attachment functions), which illustrate behavior of the two-sided markets. I also simulate some two-sided market scenarios, showing how adjustments of attachment functions can influence the users’ dynamics. The dynamical system’s approach to the study of two-sided market problem allows natural generalization to multi-sided market, where one can utilize the same technique and obtain similar results in higher dimensions.

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15

QIN, Xiao-hong, and Guang-qiu HUANG. "Transmission dynamics feature of enterprise marketing networks." Journal of Computer Applications 32, no. 9 (May 15, 2013): 2656–59. http://dx.doi.org/10.3724/sp.j.1087.2012.02656.

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16

Baourakis, George, and Konstadinos Mattas. "Marketing dynamics within the global trading system." Food Economics - Acta Agriculturae Scandinavica, Section C 4, no. 3 (September 2007): 119. http://dx.doi.org/10.1080/16507540701597188.

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17

Anna Rickman, Tracy, and Robert M. Cosenza. "The changing digital dynamics of multichannel marketing." Journal of Fashion Marketing and Management: An International Journal 11, no. 4 (September 25, 2007): 604–21. http://dx.doi.org/10.1108/13612020710824634.

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18

Hossain, Tasnim M. Taufique, Shahriar Akter, Uraiporn Kattiyapornpong, and Yogesh Dwivedi. "Reconceptualizing Integration Quality Dynamics for Omnichannel Marketing." Industrial Marketing Management 87 (May 2020): 225–41. http://dx.doi.org/10.1016/j.indmarman.2019.12.006.

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19

Pauwels, Koen, Imran Currim, Marnik G. Dekimpe, Dominique M. Hanssens, Natalie Mizik, Eric Ghysels, and Prasad Naik. "Modeling Marketing Dynamics by Time Series Econometrics." Marketing Letters 15, no. 4 (December 2004): 167–83. http://dx.doi.org/10.1007/s11002-005-0455-0.

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20

Richardson, George P., and Peter Otto. "Applications of system dynamics in marketing: Editorial." Journal of Business Research 61, no. 11 (November 2008): 1099–101. http://dx.doi.org/10.1016/j.jbusres.2007.11.003.

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21

Moriguchi, Takashi. "Yokoyama, N. (2019). Dynamics of Retail Structure in Japan. Tokyo: Yuhikaku. (In Japanese)." Japan Marketing Journal 41, no. 1 (June 30, 2021): 130–32. http://dx.doi.org/10.7222/marketing.2021.038.

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22

Gunawan, Elizabeth S., and Paul Van den Hoven. "Global Brand Identity as a Network of Localized Meanings." International Journal of Marketing Studies 9, no. 2 (March 2, 2017): 56. http://dx.doi.org/10.5539/ijms.v9n2p56.

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In this article, we develop a semiotic model to analyze advertisement glocalization. This model focuses on the mental representations that local audiences build of a “global” brand identity. We demonstrate how this model fills up gaps left by a popular marketing model for global advertising. We argue that the seemingly linear three- step marketing model implies several reciprocal processes in which meaning is developed and determined. This semiotic reinterpretation of the marketing model explains how a global brand identity maintains a dynamic relation with the actual brand identity that local customers construe. To illustrate the dynamics of the semiotic model, we analyzed localizations in the Snickers campaign “You’re not you when you’re hungry.” Because the semiotic model elaborates the dynamics between the professionals’ discourse used in developing a campaign and the localized “global” brand identities brought about in receiving the campaign, the model helps to explain anthropological dynamics in designing campaigns, the arising of locally differentiated “global” brand identities that are the result of global campaigns and the dynamic development of global campaigns.

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23

Abdelkader, Ahmed, and Hend Hassan. "Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship." المجلة العلمیة للدراسات والبحوث المالیة والتجاریة 2, no. 1 (January 1, 2021): 308–39. http://dx.doi.org/10.21608/cfdj.2020.129336.

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24

Lages, Carmen, and Lyndon Simkin. "The dynamics of public relations." European Journal of Marketing 37, no. 1/2 (February 2003): 298–328. http://dx.doi.org/10.1108/03090560310453325.

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25

Bradford, Tonya Williams, and John F. Sherry. "Dwelling dynamics in consumption encampments." Marketing Theory 18, no. 2 (September 22, 2017): 203–17. http://dx.doi.org/10.1177/1470593117732460.

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Tailgating is an institutionalized form of public revelry and emplacement of brand community that occurs within the context of a consumption encampment. In this ethnographic investigation of tailgating in an American collegiate football setting, we explore the dwelling practices of stakeholders involved in the event. In the duration of a tailgate, a city is raised, and ultimately razed. Over the course of a day, a nomadic brand community encampment arises, replete with ersatz homes, a grid of streets with ingenious address coordinates, playing fields, and channels of information exchange. By examining the process of dwelling, we unpack the mechanics of the space-to-place transformation that characterizes consumption encampments. We analyze the role of three architectonic pillars of tailgating—chorography, conviviality, and community—in the emplacement of brand community and theorize the spatial essence of the collegiate brand.

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26

Naik, Prasad A. "Marketing Dynamics: A Primer on Estimation and Control." Foundations and Trends® in Marketing 9, no. 3 (2015): 175–266. http://dx.doi.org/10.1561/1700000031.

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27

Hibbert, B., and I. F. Wilkinson. "Chaos Theory and the Dynamics of Marketing Systems." Journal of the Academy of Marketing Science 22, no. 3 (June 1, 1994): 218–33. http://dx.doi.org/10.1177/0092070394223003.

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28

Cannon, Debra F. "Career Dynamics of Hotel Sales and Marketing Professionals." Journal of Hospitality & Tourism Education 11, no. 4 (October 1999): 40–44. http://dx.doi.org/10.1080/10963758.1999.10685256.

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Lindsey, Patricia J., Michael V. Martin, and Carole F. Nuckton. "Strategic Marketing and the Dynamics of Food Consumption." Journal of International Food & Agribusiness Marketing 4, no. 3 (March 16, 1993): 45–55. http://dx.doi.org/10.1300/j047v04n03_05.

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30

Ponsford, Brenda J., and David Barlow. "Marketing Environment Dynamics and Implications for Pricing Strategies." Journal of Hospital Marketing 13, no. 1 (August 31, 1999): 13–41. http://dx.doi.org/10.1300/j043v13n01_02.

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31

Lynn, Frank. "The Dynamics and Economics of Channel Marketing Systems." Handbook of Business Strategy 1, no. 1 (January 2000): 349–61. http://dx.doi.org/10.1108/eb060240.

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32

Bronnenberg, Bart J., Tülin Erdem, Peter E. Rossi, and Ariel Pakes. "Introduction to the Special Section on “Marketing Dynamics”." Journal of Marketing Research 49, no. 6 (December 2012): 749. http://dx.doi.org/10.1509/jmr.49.6.749.

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33

Camarero, Carmen, and Rebeca San José. "Social and attitudinal determinants of viral marketing dynamics." Computers in Human Behavior 27, no. 6 (November 2011): 2292–300. http://dx.doi.org/10.1016/j.chb.2011.07.008.

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34

Domegan, Christine, Dmitry Brychkov, Patricia McHugh, Áine McNamara, Katharine Harkin, Christine Fitzgerald, and Diarmuid O’Donovan. "Marketing systems: A Listen, Learn, Leverage Framework." Journal of Macromarketing 40, no. 3 (May 14, 2020): 380–95. http://dx.doi.org/10.1177/0276146720922282.

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Macromarketing provides the conceptual ground to understand marketing dynamics in a systems setting. Social marketing offers an implementation platform through which collective behavioral change may be accomplished. Qualitative system mapping from systems thinking delivers potentially powerful tools for macromarketing and social marketing in their non-linear causality pursuits. The central theme of the paper is to unveil the marketing dynamics of a complex problem. A MAS informed social marketing systems approach is presented through an inter-disciplinary case study to address the complex challenge of increasing influenza vaccination rates in a hospital systems setting. We identify the dominant behavioral and structural dynamics blocking the desired collective behaviors which present potential opportunities to interrupt the system’s current trajectory. We capture the paradoxically contradicting group choices to systemic outcomes. We show how highly participatory understandings can act as the basis for integrated multilevel, multi-stakeholder interventions to alter the evolutionary patterns over time and space in a system. We conclude that the listening, learning and leveraging processes of undertaking qualitative marketing systems dynamics mapping for collective behavioral change are a potent way forward.

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35

Dant, Rajiv P., and Patrick J. Kaufmann. "Structural and strategic dynamics in franchising." Journal of Retailing 79, no. 2 (January 2003): 63–75. http://dx.doi.org/10.1016/s0022-4359(03)00011-3.

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36

Fernández, Begoña López, Begoña González-Busto, and Yolanda Álvarez Castaño. "The Dynamics of Growth in Franchising." Journal of Marketing Channels 20, no. 1-2 (April 2013): 2–24. http://dx.doi.org/10.1080/1046669x.2013.747857.

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37

Nenonen, Suvi, Hans Kjellberg, Jaqueline Pels, Lilliemay Cheung, Sara Lindeman, Cristina Mele, Laszlo Sajtos, and Kaj Storbacka. "A new perspective on market dynamics." Marketing Theory 14, no. 3 (May 22, 2014): 269–89. http://dx.doi.org/10.1177/1470593114534342.

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38

Cherrier, Helene, and Meltem Türe. "Value dynamics in ordinary object disposal." Journal of Business Research 116 (August 2020): 221–28. http://dx.doi.org/10.1016/j.jbusres.2020.05.022.

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Fallon, Paul, and Peter Schofield. "The dynamics of destination attribute importance." Journal of Business Research 59, no. 6 (June 2006): 709–13. http://dx.doi.org/10.1016/j.jbusres.2006.01.007.

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Hong, Sung Hak, and Min Jae Park. "Dynamics of marketing automation adoption for organisational marketing process transformation: the case of Microsoft." International Journal of Electronic Customer Relationship Management 12, no. 3 (2020): 205. http://dx.doi.org/10.1504/ijecrm.2020.10032126.

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Hong, Sung Hak, and Min Jae Park. "Dynamics of marketing automation adoption for organisational marketing process transformation: the case of Microsoft." International Journal of Electronic Customer Relationship Management 12, no. 3 (2020): 205. http://dx.doi.org/10.1504/ijecrm.2020.110039.

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42

Prince, Russell. "Marketing economic geography." Dialogues in Human Geography 2, no. 2 (July 2012): 138–41. http://dx.doi.org/10.1177/2043820612449310.

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In this essay I suggest that actually existing markets present a useful avenue for pursuing Jamie Peck’s (2012) Polanyian comparative economy project. Markets are not just increasingly used in neoliberalizing economies and so worthy of comparison with other economies, but they are also highly differentiated within those same economies. A comparison between markets for cultural products and food markets in the same economy, for example, can reveal quite different conceptions of ownership, power relations and sites of exchange. The similarities, distinctions and imbrications of these different markets could be quite revealing about market dynamics and development.

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Bhardwaj, Shubham, Rajeshwar Verma, Romil Sharma, and Rahul Solakhia. "PHARMACOVIGILANCE: DYNAMICS IN INDIAN PHARMA INDUSTRY." Indian Journal of Pharmaceutical and Biological Research 6, no. 01 (March 31, 2018): 30–33. http://dx.doi.org/10.30750/ijpbr.6.1.5.

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Pharmacovigilance refers to the process of identifying, detecting, and responding to drug safety issue and has witnessed dynamic advancements in pharmaceutical industries throughout the world. The main objective of pharmacovigilance is to extend the safety monitoring and to detect any ADRs that previously got unrecognized in evolution during clinical trial. ADRs monitoring is required for each medicine throughout its lifecycle which includes early stage of drug design, clinical trials, and post marketing surveillance. The emerging trend in pharmacovigilance is to link the pre marketing data with the data collected during post marketing phase that include safety information. India is a vast country with population of over 1.32 Billion with different social economics status, different patterns of disease prevalence it becomes more important to have a standardized and robust pharmacovigilance. Pharmacists, as doctor remark that their involvement may increase the reporting rate and have a greater role to play in the area of pharmacovigilance

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Flaherty, Tina, Christine Domegan, Sinead Duane, Dmitry Brychkov, and Mihir Anand. "Systems Social Marketing and Macro-Social Marketing: A Systematic Review." Social Marketing Quarterly 26, no. 2 (June 2020): 146–66. http://dx.doi.org/10.1177/1524500420925188.

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Background: The adoption of systems thinking within social marketing is illustrated by the emerging literature relating to systems social marketing and macro-social marketing. Systems social marketing and macro-social marketing signal a shift from singular level behavior change toward a more holistic, multilevel change mode of operandi for complex and wicked problems. In recognition of this broadening perspective, Truong et al. took the first steps to describe the relationship between systems thinking and social marketing through a critical appraisal. However, their analysis stopped short of defining systems social marketing and macro-social marketing, examining how the concepts have been applied, and the impact this has on our change methodologies. Focus: This article is related to research and evaluation of the social marketing field. Research Question: This study aims to (a) examine the causality looseness surrounding the descriptions of systems social marketing and macro-social marketing, (b) conceptualize systems social marketing and macro-social marketing, and (c) develop a taxonomy for classifying and interpreting the systems-based social marketing–related literature. Methods: Following best practice protocols, a systematic review was conducted to identify systems social marketing and macro-social marketing literature and interventions published prior to March 2020. Five databases were searched using a combination of relevant search terms. Results: Sixteen thousand and forty-seven title and abstracts were screened, resulting in 45 articles being reviewed, 8 of which were interventions. Analysis of the findings indicated both systems social marketing and macro-social marketing use nonlinear causality and seeks to understand the structural and behavioral dynamics in a system to leverage change. Moreover, the findings suggest that systems social marketing focuses on evolutionary dynamics and a “whole system in the room” approach, pursuing top-down, bottom-up iterative processes with macro-social marketing pursuing institutional dynamics and “inside the system” top-down processes. Importance to Social Marketing Field: This article is one of the first efforts to examine the inner anatomy of systems social marketing and macro-social marketing for causality and definitional clarity. In drawing a distinction between the two orientations, social marketers can begin to understand in what contexts and settings these perspectives are most applicable. Recommendations: The taxonomy and search strategy can be adopted in other reviews as they offer a rich and diverse basis for further conceptual analysis of systems-based social marketing–related literature. Limitation: Community-based prevention marketing, community-based social marketing, and community-led assets-based social marketing articles were excluded from this review. Hence, further research could include these approaches and uncover their features, analogies, and differences versus systems social marketing and macro-social marketing.

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Domegan, Christine, Patricia McHugh, Tina Flaherty, and Sinead Duane. "A Dynamic Stakeholders’ Framework in a Marketing Systems Setting." Journal of Macromarketing 39, no. 2 (April 14, 2019): 136–50. http://dx.doi.org/10.1177/0276146719835287.

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A marketing systems approach to stakeholders has never been more important in an increasingly interconnected world. Recognising the inherent limitations of a firm-centric stakeholder stance, this paper proposes a dynamic stakeholders framework to examine the interacting nature of interrelated and interdependent stakeholder effects from a societal perspective. It presents a systemic stakeholders framework that incorporates several defining features and core propositions based on Layton’s MAS mechanisms and Coleman’s Boat. The contribution of a dynamic stakeholders’ marketing system framework is not so much in identifying or defining the appropriate marketing mechanisms at work but in understanding the continuous feedback nature of the macro-micro-macro everyday dynamics which stakeholders listen to, learn about and leverage to act, react and interact.

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46

SOYDAN, AHMET ILKER, and M. ATILLA ONER. "TIMELY RESOURCE ALLOCATION BETWEEN R&D AND MARKETING: A SYSTEM DYNAMICS VIEW." International Journal of Innovation and Technology Management 09, no. 02 (June 2012): 1250012. http://dx.doi.org/10.1142/s0219877012500125.

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Trade-off between marketing and research and development (R&D) has always been a dilemma in management science for many years. Allocating the budget to departments and estimating the future profits and customer base as a result of this action has remained a "challenging task." Developing products faster, better, and cheaper than competitors has become critical to success in many markets. This may require huge initial investments in underlying processes resulting in over-investment in marketing and/or R&D in spite of insufficient purchasing power and market saturation for new products. Using a system dynamics (SD) model, this paper aims to understand the dynamics of a complex market where demand fluctuates annually. The problem contains severe difficulties in terms of planning and strategy for marketing and R&D. The budgets to be shared by R&D and marketing vary every period. The market includes feedback and dynamic issues to consider. This brings in the problem of understanding and controlling complexity in the market structure by understanding the cyclical causal relationships. The paper indicates that SD modeling is very useful in investigating and finding sustainable allocation trends in marketing and R&D, so that a firm can keep a sustainable level of customers. While searching for these trends, special attention is paid to the timing of these decisions to synchronize two activities. The paper shows an understanding of the management of a complex problem via policy design and analysis using SD modeling.

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47

Phillips, Paul A. "Special issue on the dynamics of strategy." Journal of Business Research 56, no. 2 (February 2003): 93–94. http://dx.doi.org/10.1016/s0148-2963(01)00281-8.

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48

Horton, Keith S. "Strategy, practice, and the dynamics of power." Journal of Business Research 56, no. 2 (February 2003): 121–26. http://dx.doi.org/10.1016/s0148-2963(01)00284-3.

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Kjeldgaard, Dannie, Søren Askegaard, Jannick Ørnstedt Rasmussen, and Per Østergaard. "Consumers’ collective action in market system dynamics." Marketing Theory 17, no. 1 (September 16, 2016): 51–70. http://dx.doi.org/10.1177/1470593116658197.

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Abstract:

This article examines how consumers may work strategically to alter market dynamics through formally organized activities. We address this issue in the context of the Danish beer market and its evolution over the last two decades, with a specific empirical focus on the role of a formally organized consumer association. We draw on key tenets of recent advances in sociological field theory, which views social order as comprising multiple and related strategic action fields. From this perspective, we describe the Danish beer market and its transformation, with an emphasis on how Danish beer enthusiasts played a significant role in altering the logics of competition in the market, but also played a significant institutionalized role within the field itself. We theorize this activity as consumers’ collective action.

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Eckhardt, Giana M., and Fleura Bardhi. "New dynamics of social status and distinction." Marketing Theory 20, no. 1 (June 13, 2019): 85–102. http://dx.doi.org/10.1177/1470593119856650.

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We explore emerging dynamics of social status and distinction in liquid consumption. The new logic of distinction is having the flexibility to embrace and adopt new identity positions, projects, and possibilities and the ability to attract attention. The importance of flexibility and attention as resources emerged from the social sciences literature in the domains of digital, access based, and urban consumption as being the most important for achieving distinction in the contemporary marketplace. We then conceptually reexamine conspicuous consumption and taste and show that status signaling now relies upon inconspicuousness, non-ownership including experiences, and authenticity based on knowledge and craftsmanship, all of which are difficult to emulate. Our contribution lies in integrating disparate literature on social status and consumption within one conceptual space. We also build upon the concept of liquid consumption by outlining exactly how liquidity affects status and distinction, an area which has not been explored to date.

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