Personal computer software for use in marketing education. Part 2

Hirst, Melvyn

doi:10.1080/0267257x.1991.9964148

Cited by 7 publications

(3 citation statements)

References 67 publications

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“…MARKSTRAT and its enhanced version, MARKSTRAT 2 (both hereafter MARKSTRAT) are regarded as among the more realistic business simulations commonly used in marketing management education (Hirst, 1991a(Hirst, , 1991b, in part, due to the need for participants to consider long-term plans for several brands, each facing a number of competitors, while making short-term operational budget decisions. Detailed descriptions of the nature and operation of MARKSTRAT are given by Curren et al (1992), Gatignon (1987) and Larreche (1987).…”

Section: Introductionmentioning

confidence: 99%

Effect of Gender Composition on Group Performance

Fenwick

Neal

2001

Gender Work & Organization

125

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The effect of gender composition on group performance was investigated over three years using the MARKSTRAT 2 simulation. Senior undergraduates formed groups and competed within five-firm (group) industries over 10 weeks, as well as submitting group reports on their performances. Performance and report marks were independent of group size and individual performance in other course assessment. Women per group (numbers, percentage, gender ratio) was positively related to simulation performance, with few women-dominated groups ranking lower than first or second within each industry. Very few all-men groups achieved first or second rankings. There were no significant correlations between group gender compositions and marks for the group written report.Women's more interactive, people-oriented and co-operative work styles apparently facilitate the MARKSTRAT 2 group process and, when combined with men's more analytical decision-making tendencies and competitive orientation, appear to explain the superior performances of mixed groups. The emergence and utilization of these tendencies within groups are discussed in terms of Social Contact Theory and Competition Theory. Although generalizations from student-based studies to the workplace is problematic, the results indicate that groups may be more effective when women outnumber or equal men, especially in complex management activities requiring extensive information management and processing, planning and decision-making over protracted periods.

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Section: Introductionmentioning

confidence: 99%

Effect of Gender Composition on Group Performance

Fenwick

Neal

2001

Gender Work & Organization

125

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“…Many researchers have classified MrkIS. Specifically, some of them distinguish MrkIS according to their technical features and system architecture (Hirst, 1991a, b; Little, 1970; O'Brien, 1991; Hewson and Hewson, 1994). In contrast, other researchers classify MrkIS according to the tasks for which they are customarily used (e.g.…”

Section: Literature Reviewmentioning

confidence: 99%

A suggested typology of Greek upscale hotels based on their MrkIS

Chatzipanagiotou

Coritos

2010

European Journal of Marketing

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PurposeThis paper aims to suggest an empirically based typology of hotels according to their marketing information systems (MrkIS) configurations. The study seeks to examine major antecedents of the effectiveness of MrkIS and their influence on the adoption of specific marketing applications. Finally, this paper seeks to expand the general understanding of the relationship between the effectiveness of a hotel's MrkIS and that hotel's overall effectiveness, compared with that of others from the suggested typology.Design/methodology/approachThe paper collected empirical data from a sample of 254 luxury and five‐star Greek hotels. They conducted a cluster analysis in order to define various clusters of hotels based on their use of specific marketing applications. They considered the role of basic antecedents – namely the hotel's degree of market orientation adoption, system quality, the quality of the information that the MrkIS produce, and support service quality – examining their influence on the MrkIS configuration in use. In addition, the paper considers the relationship between MrkIS effectiveness and overall hotel effectiveness as evidenced throughout the different clusters.FindingsThe study offers insights that can help hoteliers to analyse realistically the potential benefits of MrkIS for their businesses. Toward this end, the paper identifies three specific types of hotels: the “transactional‐oriented”, the “sales‐oriented”, and the “market‐oriented”.Research limitations/implicationsThe results of the study may not be broadly applicable due to differences in national context, hotel category, and other characteristics – a fact that suggests future research opportunities.Practical implicationsBased on the current results, a hotel might better evaluate its existing MrkIS and be prepared to maximise the opportunities offered by the full utilisation of these systems.Originality/valueThe scarcity of empirical evidence with regard to MrkIS utilisation in the lodging industry makes this kind of study essential. The results of the paper expand the general knowledge about hotels' MrkIS adoption, its antecedents, its effectiveness and hotels' overall effectiveness. The results provide an integrated picture of the utilisation of these systems.

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“…Several maps of IT in marketing distinguish systems according to their technical features. Hirst (1991a, b) categorise marketing applications as model‐oriented – such as Little's (1970) pioneering decision support system which modelled the effect of advertising on sales – versus data‐oriented, such as executive information systems which provide graphs of sales by product, region, store and so on (O'Brien, 1991). Alter (1977) regards this distinction as a continuum rather than a dichotomy.…”

Section: Approaches To Mapping Marketingmentioning

confidence: 99%

Towards a map of marketing information systems: an inductive study

Daniel

McDonald²

2003

European Journal of Marketing

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The use of information systems (IS) in marketing is maturing, as previous piecemeal systems are replaced by CRM suites, which provide a unified view of the customer. However, research and practice in this domain suffer from the lack of a commonly accepted map of the marketing process, let alone of the potential marketing IS applications which support it. This paper describes an inductively derived process map of marketing, which is used as a basis for a map of marketing information systems. Maps synthesised from previous research were refined through seven case studies of the deployment of IS in marketing, using the analytic induction approach. The marketing map includes a revised definition of the sales process, a scoping of the role of integrated marketing communications, and a redefinition of the relationship between marketing and the other elements of Porter's value chain. Several implications of the IS map which overlays it are discussed.

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Personal computer software for use in marketing education. Part 2

Cited by 7 publications

References 67 publications

Effect of Gender Composition on Group Performance

Effect of Gender Composition on Group Performance

A suggested typology of Greek upscale hotels based on their MrkIS

Towards a map of marketing information systems: an inductive study

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