In this digital era, marketing theory and practice are being transformed by increasing complexity due to information availability, higher reach and interactions, and faster speeds of transactions. These have led to the adoption of intelligent agent technologies (IATs) by many companies. As IATs are relatively new and technologically complex, several definitions are evolving, and the theory in this area is not yet fully developed. There is a need to provide structure and guidance to marketers to further this emerging stream of research. As a first step, this paper proposes a marketing-centric definition and a systematic taxonomy and framework. The authors, using a grounded theory approach, conduct an extensive literature review and a qualitative study in which interviews with managers from 50 companies in 22 industries reveal the importance of understanding IAT applications and adopting them. Further, the authors propose an integrated conceptual framework with several propositions regarding IAT adoption. This research identifies the gaps in the literature and the need for adoption of IATs in the future of marketing given changing consumer behavior and product and industry characteristics. Keywords Intelligent agent technologies. Marketing strategy. Grounded theory The growth of online marketing and increasingly tough competitive realities have led to a paradigm shift in marketing, where understanding needs and demands of each individual customer is becoming increasingly important, and it has become critical for companies to respond to market dynamics accurately and quickly. The revenue for the intelligent technology-based predictive analytics market is expected to grow by 22 % each year to $5.25B by 2018 (August 2013, www.marketsandmarkets.com). 1 Companies such as Amazon, eBay, and Netflix are embracing intelligent agent technologies (henceforth referred to as IATs, or BAgents^) for collaborative filtering, personalization, recommendation systems, and price-comparison engines to facilitate exchanges in the marketplace (Iacobucci et al. 2000). Recent literature (e.g., Bodapati 2008; Chen and Sudhir 2004; Clemons 2009; Diehl et al. 2003; Iyer and Pazgal 2003) has taken important initial steps and discussed complex marketing applications of IATs that were developed in different contexts and time-frames. For example, Iyer and Pazgal 2003 show how IATs affect market competition in general. Similarly, Chen and Sudhir 2004 and Diehl et al. 2003 examine how IATs such as shopbots and smart agents affect price competition and sensitivity in e-commerce settings. Bodapati 2008 shows how sensitivity of intelligent recommendation systems affects consumer behavior. In their recent empirical paper focusing on the banking industry, Köhler et al. 2011 find 1 See http://www.marketsandmarkets.com/Market-Reports/predictiveanalytics-market-1181.html.

Purpose-The study aims to examine the effect of market orientation on the international performance of Indian SMEs in the business-to-business market; assess the potential moderating effect of environmental uncertainty, along with market orientation, on SMEs' performance; and discuss implications to guide SME owners/managers in their efforts to successfully expand internationally in turbulent markets. Design/methodology/approach-Surveys were sent to a random cross-sectional industry sample of SMEs located in India. The data consisted of 150 responses. Findings-Market orientation and international orientation are positively related to export performance and the relationship between the market orientation and international performance of Indian SMEs is moderated by market turbulence. Research limitations/implications-The data were collected at a single point in time, and therefore do not allow the determination of cause and effect or the impact of changes over time. Data were collected with a reliance on self-reports for all of the research variables. Practical implications-The positive relationship between market orientation, international orientation, and the degree of internationalization of the firm would suggest that the upper management of Indian SMEs should place a priority on promoting behaviors consistent with a positive international orientation, especially in turbulent markets. Originality/value-Studies focused on market orientation have been done primarily in the context of advanced economies. The significant economic contribution of SMEs is well understood, but their business practices in emerging economies have not been studied extensively. This study extends the literature concerning factors that impact business success in an important emerging market such as India.

be argued that marketing must clearly communicate the social value of their activities, to ensure value of the charitable brand is not damaged or negatively affected.This study investigates how UK based non profits are acquiring business related knowledge. Investigation of internal resources, development of network ties and the enhancement of trust and relational embeddedness is discussed further. The implications of the latter on marketing are developed, focusing on how individual nonprofit brands are impacted and how communication activity has to take account of the differing stakeholder needs and expectations. Discussions of the cultural values of the stakeholders and consumers impacting expectations of non-profits are further developed from an organizational perspective. Data has been obtained from 6 UK-based non-profit organisations through in-depth interviews and case studies. A total number of 65 interviews have been conducted for this research as part of a large project. Findings and recommendations are compared in a national and international context. ABSTRACTGlobalization and emerging markets worldwide create tremendous international expansion opportunities for erstwhile domestic franchisors. Surveys among franchisors reveal that a vast proportion of franchise systems already are expanding or hoping to expand internationally. Food service firms from the United States, such as McDonald's, Pizza Hut, Subway, Starbucks, and KFC, have been prominent in taking advantage of international opportunities and vastly expanding their scale of operations in multiple markets. Academic franchising research has also issued calls for further understanding of franchise internationalization. Despite these developments, there is still a need for comprehensive frameworks to guide research and practice. We review and integrate literature from international business, entrepreneurship, and franchising to develop a framework of franchise internationalization. The proposed framework links entrepreneurial orientation and the market knowledge resources of both the franchisor and franchisee to franchise internationalization and performance. expansion.We contribute to franchising research by (1) addressing the need for an international focus; (2) integrating multiple areas of existing research; (3) conceptualizing international franchise performance from the perspective of the entrepreneurial partnership between the franchisor and the franchisee; and (4) extending strategic, management, and marketing research to the context of international franchising.References available on request Session 11.3: Travel and Tourism Marketing (I) Session Chair: Joëlle Vanhamme (IESEG School of Management, Lille) Underlying Motivations for attending soccer gamesFahri Karakaya (University of Massachusetts) Peter Yannopoulos (Brock University) ABSTRACTAs an exploratory study, the goal of this research is to identify the underlying motivations for attending soccer games. Most previous research studies dealt with motivations in attending sports in genera...

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