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New insights from practice: Exploring online channel management strategies and the use of social media as a market research tool
Philipp 'Phil' Klaus, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 829-850
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike.
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike. Despite the belief that social media, imbedded in a corresponding online channel strategy, can be the key to successfully track and analyse consumer behaviour, most of the research focuses solely on the consumer rather than the companies’ strategic viewpoint. This study investigates current online channel management strategies of retail banking services, developing a much-needed typology of such practices. Based upon a thorough and rigorous data analysis process, we propose a typology of online channel strategies. The typology differentiates existing practices into initiators, reformers and consolidators, and discusses the differences between these categories with implications for theory and practice. We highlight the current and future roles of social media market research, and their strategic implications for the industry sector and market research in general, introducing the concept of ‘Strategic Social Intelligence (SSI)’.
How the larger corporations engage with stakeholders through Twitter
Lilia Ivana Mamic and Isidoro Arroyo Almaraz, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 851-872
The digital era has revolutionised the traditional communication assumptions that we learned during past decades.
The digital era has revolutionised the traditional communication assumptions that we learned during past decades. Social media constitute the new communication challenge. Twitter has recently passed 517 million users. This study examines how some of the largest companies are making use of this popular microblogging site to engage with their stakeholders. Using content analysis, we coded 5,352 tweets. We analysed the tweet frequency, the followers and followings, friending behaviour, the retweets and public messages, and the use that companies are making of different communication tools provided by Twitter to augment the information shared on their tweets. The study found that corporations are not effectively employing the full interactivity potential this site offers to build mutually beneficial relationships with stakeholders. These findings call attention to some key interactivity features that organisations are failing to utilise.
From Research Management to Knowledge Management to Learning Planning
Haiko van Lengen, Philip De Wulf and Sjoerd Koornstra, ESOMAR, Congress, Istanbul, September 2013
This research paper examines the knowledge management system used by Heineken, the alcoholic beverage company, which allows for better learning planning.
This research paper examines the knowledge management system used by Heineken, the alcoholic beverage company, which allows for better learning planning. It is argued that the value of companies' research is not maximised as the results of projects are often treated as single studies with too much time spent collecting primary research material. This explains how by systemising the different elements of the research process learning planning can be improved.
Organizational Research Reinvigoration: How a top-five media company reoriented itself around human insights
Christian Kugel and Cortney Henseler, ESOMAR, Congress, Istanbul, September 2013
This paper explains how AOL, the internet company, established a new consumer analytics and research team.
This paper explains how AOL, the internet company, established a new consumer analytics and research team. While AOL has historically struggled with the role of research, analytics and insights, the company has recently re-oriented itself around the voice of the consumer. In doing so, research became a critical function and central to the company's decision making. The paper also describes how this team's role has developed, and how other research organisations can replicate this success.
Integrated market-related internal communication: development of the construct
David Jimenez-Castillo and Manuel Sanchez-Perez, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 563-585
Although companies are increasingly using integrative communication processes to develop and improve market information dissemination, research in marketing has typically conceptualised and measured dissemination in terms of the use and frequency of information-sharing activities.
Although companies are increasingly using integrative communication processes to develop and improve market information dissemination, research in marketing has typically conceptualised and measured dissemination in terms of the use and frequency of information-sharing activities. In view of this asynchrony between theory and practice, this research explores the above neglected domain of market information dissemination, proposing a new construct that we call ‘integrated market-related internal communication’ (IMIC), which encompasses the integrative communication processes implemented by firms aimed at enhancing employees’ market information processing. After conceptualising IMIC as a four-dimensional construct, we developed and validated a measurement instrument for assessing this emergent concept. In particular, the proposed dimensions were confirmed as reflective factors of the higher order-construct IMIC, and nomological validity was assessed by demonstrating the positive influence of IMIC on both employees’ capacity to assimilate market information and shared interpretation of this information.
The changing role of agency: Acting as a living cell of corporate strategy
Wen Fan, QingQing Qiu and Yao Shi, ESOMAR, Asia Pacific, Shanghai, April 2012
In China, the social welfare sector is developing, but many domestic foundations and corporations lack experience in their brand propositions.
In China, the social welfare sector is developing, but many domestic foundations and corporations lack experience in their brand propositions. This paper describes a partnership between social welfare orgnanisation YouChange and the research company Horizon, to build YouChange's brand in the social welfare area. It illustrates how a market research company can strategically cooperate with its client in brand building beyond traditional research methods and application, and further discusses the market agency's changing role in the new Chinese market.
Engage, inspire, act - 3 step stones towards developing more impactful products
Stan Knoops, Gita Coenen, Soraia Rodrigues, Niels Schillewaert and Tom De Ruyck, ESOMAR, Congress, Amsterdam, September 2011
Great companies understand the importance of consumer and market insights when it comes to outperforming the rest.
Great companies understand the importance of consumer and market insights when it comes to outperforming the rest. Enhancing capabilities like acquiring new techniques and technology for data collection and analysis are important sources to build insights and inform product development. However, this paper argues that sintrospective views could risk missing the real point: inspiring people. In order to close the gap, it calls for a two-sided evolution. On one side, it is the insights team that needs to upgrade the capabilities and provide the best insights to the organization. But on the other side, it is the Research and Development (R&D) team that needs to engage with the consumer world, be inspired in their daily work and act upon the insights.
Measuring and managing reputation
Yogesh Chavda and Scott Miller, ESOMAR, Congress, Amsterdam, September 2011
A company's reputation is constantly under scrutiny, whether they are generally respected or not. How a company fares under that scrutiny may well depend on whether it’s admired or merely tolerated by consumers and opinion leaders.
A company's reputation is constantly under scrutiny, whether they are generally respected or not. How a company fares under that scrutiny may well depend on whether it’s admired or merely tolerated by consumers and opinion leaders. Companies that had enjoyed favorable reputations in recent years have seen their favorability tumble and sales suffer due to their response to difficult situations. How a company behaves day-to-day and how it manages through crisis has the potential to impact the top and bottom line, making corporate reputation something to be measured, managed and protected. Amway Corporation, one of the world’s largest direct selling companies, understands the role of corporate reputation as a business driver. Direct selling, however, is an industry that’s often misunderstood and in some markets, maligned. Yet elsewhere, Amway enjoys high favorability and an enviable reputation. How does Amway improve or maintain its reputation globally and in key markets? And why does a positive reputation matter to Amway? This paper presents a case study on how Amway measures, monitors, manages and ultimately improves its reputation.
Dimensions of relationship marketing in business-to-business financial services
Edwin Theron and Nic S. Terblanche, International Journal of Market Research, Vol. 52, No. 3, 2010, pp. 373-392
Relationship marketing (RM) is frequently employed by firms to improve their dealings with customers.
Relationship marketing (RM) is frequently employed by firms to improve their dealings with customers. Despite the absence of a universally acceptable definition of RM, it has gained considerable interest and application in business-to-business (B2B) industries since the 1990s. The purpose of this paper is to report on the dimensions that were identified by RM managers of a major B2B financial services provider as important in establishing and managing long-term marketing relationships. The Analytic Hierarchical Process (AHP) method was used to identify the most important dimensions. An initial pool of 23 dimensions of RM was identified in the marketing literature, and this pool of dimensions was reduced to 10 after the empirical study. The study found that particular dimensions are more important than others when relationships are established, and that trust, commitment, satisfaction and communication are the most important dimensions. Further dimensions identified as important in the B2B financial services industry are competence, relationship benefits, bonding, customisation, attractiveness of alternatives and shared values. The findings are valuable for the continual management of marketing relationships with customers.
The future of work
Keith Bailey, Andrew Dexter, Leanne Tomasevic, Adam Chmielowski, ESOMAR, Excellence Award for the Best Paper, Congress, Montreux, September 2009
Technology has revolutionised the way we work. Personal computing freed us from the restraints of the mainframe.
Technology has revolutionised the way we work. Personal computing freed us from the restraints of the mainframe. Mobile phones have made the iconic British red phone box a rarity. The mobileInternet means we are no longer tied to our desks to access the information vital to our day-to-day work. Nokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries. This presentation examines mobility and how anytime anywhere access to all the Web has to offer is shaping ‘The Future of Work’.
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