Diagnosing and treating operational and implementation barriers in synoptic marketing planning

Dibb, Sally; Simkin, Lyndon; Wilson, David C.

doi:10.1016/j.indmarman.2007.08.002

Cited by 13 publications

(9 citation statements)

References 46 publications

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“…The guidance from experienced managers can smooth the adaptation challenge during implementation. Inadequate senior management involvement in segment roll-out is discussed in the literature as having negative consequences (e.g., Dibb & Simkin, 2001). The use of resources is important to make change tangible, but can become a constraint during implementation (Dibb & Wensley, 2002).…”

Section: Methodsmentioning

confidence: 99%

B2B market segmentation: A systematic review and research agenda

Cortez

Clarke

Freytag

2021

Journal of Business Research

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Section: Methodsmentioning

confidence: 99%

B2B market segmentation: A systematic review and research agenda

Cortez

Clarke

Freytag

2021

Journal of Business Research

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“…Data which use for segmentation could contain a massive amount of data, with a range of customers demographics, educational achievements, profiles, incomes, and especially a wide array of evolving consumer demands. The real challenge is to analyse all these big data and transform it into an efficient and effective marketing mix which contains price, product, place, promotion in order to satisfy the people, and processes (Dibb & Simkin, 2001). To achieve this complicated task, it BDA for customer segmentation with cluster analysis techniques.…”

Section: Customer Segmentation In Telecommunicationmentioning

confidence: 99%

Application of Big Data Analytics in Telecommunication Sector Company in Sri Lanka: with Reference to Marketing Perspective

Senavirathne¹

2022

Sri Lanka J. Marketing

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The business world is getting competitive and complex day by day. The customer needs and expectations also changing rapidly. Therefore, making effective strategic marketing decisions in a short time is essential to hold a competitive advantage. Especially in the telecommunication sector, there are lots of data to be handled every day. By analyzing all those data and extracting the most critical insights and use those insights for strategic marketing decisions is essential to remain as the market leader. Today, Big Data Analytics is used to analyses massive databases and find patterns and extract valuable information and insights. Therefore, this research investigates on strategic marketing decisions, Big Data Analytics and how Big Data Analytics use in telecommunication sector to make strategic marketing decisions. Moreover, this research examines how Big Data Analytics can be applied to perform customer segmentation based on Psychographic segmentation by analyzing URLs using artificial neural network techniques. This study will provide suitable recommendations for the telecommunication companies to apply big data analytics to improve the revenue, and finally it points out the possible future study areas.

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“…Thus, the sales organisation is tasked with selling what the firm can deliver. An owner-manager of a micro firm is less able to plan for the nature and volume of future sales with barriers to success, including lack of infrastructure, organisation and process (Boejgaard and Ellegaard, 2010;Dibb et al, 2008;Homburg et al, 2008;Sharma, 2007). Use of effectual logic would, therefore, suggest the owner-manager identify potential customers to whom they can sell, determine customer needs and then, through their effectual means, access resources from their supplier network so as to customise a solution (Sarasvathy, 2009).…”

Section: Make or Buy Decisionmentioning

confidence: 99%

Use of effectuation by established micro businesses: short-term gain, long-term pain?

McGowan¹

2020

JBIM

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Purpose The purpose of this study is to investigate the efficacy and impact of effectual logic used by owner-managers of established micro firms when making buying decisions. Design/methodology/approach Semi-structured interviews were conducted with 13 owner-managers of micro firms, concerning their decision-making processes when selecting suppliers. Interviews were transcribed verbatim, then analysed thematically. Findings This study contributes to the literature in respect of effectuation by considering its use by a micro firm owner-manager to develop relationships with trusted suppliers. The findings suggest effectuation positively promotes flexibility and reduces loss potential, thus positively affecting the price that the owner-manager is willing to pay. Furthermore, it also appears to necessitate effectual selling, with an ongoing iterative process, in which effectual selling leads to effectual buying. In contrast to extant literature, this study suggests that application of effectual logic to buying and selling decisions, by a micro firm owner-manager can create, rather than reduce, uncertainty. Research limitations/implications This study is based on single interviews with a sample of owner-managers of micro firms that operate within the same industry and within a single country. The subjective nature of qualitative research, homogeneity and size of sample may prevent generalisation of the findings. Practical implications Effectual buying and selling appears to provide a micro firm with the ability to engage with flexible suppliers so as to offer a heterogeneous array of products and services to its customers, thus promoting sales success. Yet, the lack of homogeneity of customer needs and need for supplier flexibility may lead to overall costs being greater than those that could be achieved if the micro firm specialised in a smaller range of products and services and developed internal resources to meet the needs of its customers. Originality/value In contrast to extant literature that states that effectuation is a way to reduce uncertainty to a level at which a decision can be made, this study suggests that continual use of effectual logic by owner-managers of micro firms when making buying and selling decisions can instead create more uncertainty in the longer term.

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Diagnosing and treating operational and implementation barriers in synoptic marketing planning

Cited by 13 publications

References 46 publications

B2B market segmentation: A systematic review and research agenda

B2B market segmentation: A systematic review and research agenda

Application of Big Data Analytics in Telecommunication Sector Company in Sri Lanka: with Reference to Marketing Perspective

Use of effectuation by established micro businesses: short-term gain, long-term pain?

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