A Theories-in-Use Approach to Building Marketing Theory

Zeithaml, Valarie A.; Jaworski, Bernard J.; Kohli, Ajay K.; Tuli, Kapil R.; Ulaga, Wolfgang; Zaltman, Gerald

doi:10.1177/0022242919888477

Cited by 273 publications

(194 citation statements)

References 62 publications

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“…The present research develops a practical model of managing the Coronavirus crisis through a qualitative, grounded theory approach (Corbin & Strauss, 2014), using TIU (Zeithaml et al, 2020). The TIU approach is often utilized when researchers are interested in thoroughly describing a phenomenon from practice to develop an applied model.…”

Section: Grounded Theory Using Theories-in-use (Tiu)mentioning

confidence: 99%

“…TIU refers to an individual mental model that guides behavior in a particular setting (Argyris & Schon, 1974). TIU involves asking study participants the ideas they identify as relevant and how they can be related to one another (Zeithaml et al, 2020). We determined that a grounded theory approach using TIU to examine the Coronavirus crisis from a B2B perspective was appropriate for three main reasons.…”

Section: Grounded Theory Using Theories-in-use (Tiu)mentioning

confidence: 99%

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The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory

Cortez

Johnston

2020

Industrial Marketing Management

352

230

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The current Coronavirus crisis is having disastrous effects for most B2B firms around the world. The decline in sales provokes intra-organizational and inter-organizational tension, requiring a new approach for managing firms' business operations. Particularly, the direct threat to human beings places the attention of managers on the individual. This study investigates the main differences between prior "traditional" financial-based crises and the practices that managers can adopt to navigate and survive the Coronavirus crisis from a social exchange theory (SET) view. The authors identify eight crisis-comparative dimensions to consider to successfully prevail: (1) formation, (2) focus, (3) temporality, (4) government jurisdiction, (5) preparedness, (6) normality, (7) business, and (8) operational deployment. In addition, the study results propose four intertwined areas to classify the managerial practices: (1) digital transformation, (2) decision-making processes, (3) leadership, and (4) emotions and stress.

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Section: Grounded Theory Using Theories-in-use (Tiu)mentioning

confidence: 99%

Section: Grounded Theory Using Theories-in-use (Tiu)mentioning

confidence: 99%

The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory

Cortez

Johnston

2020

Industrial Marketing Management

352

230

View full text Add to dashboard Cite

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“…These are important areas of future research. It calls for "boundary-breaking" research programs and the involvement of scholars from diverse disciplines as well as multiple research stakeholders such as managers and policymakers -a sentiment echoed by the marketing academic community (Moorman, van Heerde, Moreau, & Palmatier, 2019;Simonson, Carmon, Dhar, Drolet, & Nowlis, 2001;Zeithaml et al, 2020).…”

Section: Concluding Remarks: a Call For Agile Growth-minded And Epimentioning

confidence: 99%

Marketing ecosystem: An outside-in view for sustainable advantage

Zhang

Watson

2020

Industrial Marketing Management

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In the modern business environment, consumers are increasingly influenced by megatrends involving marketplace, technology, socioeconomics, geopolitics, and natural environment. Simultaneously, the data and insights that can inform consumer attitudes and behaviors often reside outside of firms' direct control. Consciously incorporating these interdependent factors into firms' decision-making is essential for adaptability and sustainable profitability. Building on the "outside-in" perspective, we propose that firm strategies should be informed through the lens of the marketing ecosystem that considers the interrelated and dynamic megatrends. By leveraging advances in data and technology, firms can sense-make the marketplace by extracting insights from massive amounts of diverse consumer data with modern-day analytics. By mapping out the megatrends with marketing analytics, firms can 1) more accurately predict consumers' changing preferences and formulate appropriate strategies to engage with them; and 2) become more market-adaptable and competitive in the present and the future. To deliver sustainably compelling value to customers, firms should adopt an ecosystem mindset and cooperate with various stakeholders. A broad-thinking, agile, and humble firm culture can enable the development of more robust outside-in capabilities. We elaborate on the megatrends in the interconnected world of the marketing ecosystem, and propose emerging research directions in each area.

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“…However, this detailed investigation and knowledge of humans led to further complexities in relationship management and brand development. There are several perspective and dimensions in relationship management (Chapman, 2020;Reich & Maglio, 2020;Zeithaml et al, 2020). Applying the perfect approach in right context yields better results.…”

Section: Introductionmentioning

confidence: 99%

Brand Tribe Paradoxes: An Overview with Empirical Evidence from Pakistan

Ali¹,

Akbar²

2020

ASS

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Due to the increased importance of marketing, concepts of marketing are continually evolving in the digital era. Creation of consumer tribe for brand promotion and consumption is one of the widely discussed concepts in marketing. As per literature, a tribe is a heterogeneous group of people presenting common interest and preferences for a brand. The links between consumer tribes are weak. Marketers through a marketing campaign, try to strengthen this relationship. Tribalism and tribe activity in favor of brand can be done through two approaches. The first approach is the postmodern approach which encourages users to get a higher status (Platinum, Gold or Silver) in the community via spending more. In contrasts, the second approach of a marketer is based on stimulating and activating a group of users through an opportunity or threat, i.e. limited time offers. However, the creation of tribes and the implementation of these campaigns are not well explained in the literature. Marketers always make haphazard efforts between these approaches while making campaigns. Gap has motivated the researchers to explore and investigate these paradigms of brand tribalism in detail. The current research paper explains and compares the two tribalism approaches. Through the collection of data from automobiles users across Pakistan, the authors have validated and compared both frameworks i.e. anthropological tribal approach and postmodern tribal approach. It has been concluded that the anthropologist approach is better in the context of car market of Pakistan. The researchers recommend the practitioners to follow one approach while creating brand tribes in relationship marketing. The article in detail has guidelines for the markers in the automobile industry. The paper also shares future research areas in brand tribalism for academicians.

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A Theories-in-Use Approach to Building Marketing Theory

Cited by 273 publications

References 62 publications

The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory

The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory

Marketing ecosystem: An outside-in view for sustainable advantage

Brand Tribe Paradoxes: An Overview with Empirical Evidence from Pakistan

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