Marketing channel research has relied on a variety of theoretical perspectives to understand interfirm relationship management and governance processes between a buyer and a seller, such as a supplier and a distributor. However, conclusions arising from different theoretical perspectives sometimes can be controversial. For example, both the economic approach and the sociological approach that conventionally dominate extant marketing channel research encourage firms to commit to existing relationships. Seeking new partners increases transaction costs, and therefore can harm incumbent relationship loyalty, leading to potential exchange hazards. On the other hand, however, network theory and the resource-based view suggest that exploring new relationships can help firms gain new knowledge and capabilities that contribute to superior firm performance and competitiveness. Therefore, how marketing channel firms balance the seemingly contradictory strategies - committing to the incumbent relationship (i.e. relationship exploitation strategy) while also exploring new relationships (i.e. relationship exploration strategy) is the central theme of the thesis. By focusing on the distributor firms, the thesis investigates the issue by two essays. The first essay examines how a distributor's relationship exploration strategy and relationship exploitation strategy influence its opportunism. The research provides different boundary conditions for how to manage relationship exploration strategy and relationship exploitation strategy, including two types of uncertainties (environment uncertainty and performance ambiguity), and two types of network factors (network density and network centrality). One of the interesting findings in the first essay is that while relationship exploitation reduces opportunism as predicted, relationship exploration exerts no significant main effect. This finding demonstrates that relationship exploration strategy is not the opposite of relationship exploitation strategy; rather, it is a conceptually independent construct. The nature of relationship exploration and its effect on incumbent relationship is the subject of the second essay. A theoretical framework was thereby developed to examine how a distributor's relationship exploration strategy can enhance its own dynamic capabilities, which in turn can promote the dyadic relationship quality between the distributor and its incumbent supplier. In sum, relationship exploration is not necessarily destructive. If firms are able to develop their own dynamic capabilities in forms of absorptive capacity and innovative capability, exploring new relationships can be a constructive co-development strategy beneficial for sustaining long-term continuity in the channel dyads.

Benjamin Romero, gerente de marketing de la Federación Deportiva Peruana de Taekwondo, y Eduardo Flores, presidente de la Asociación Peruana de Marketing Deportivo, realizan este conversatorio sobre las particularidades del marketing deportivo, su desarrollo en el Perú y retos durante la pandemia.

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This research conceptualizes and develops a scale for the marketing innovation construct for the purpose of furthering research in marketing strategy. This marketing innovation construct and its associated strategic activities are clearly distinguished from product and process innovation, better enabling researchers and practitioners to identify new and updated paths from innovation to firm performance. Marketing innovation is defined as the degree of novelty in the implementation of three core business processes: (1) product development management, (2) supply chain management, and (3) customer relationship management, as identified in the Srivastava, Shervani & Fahey (1999) framework. Results from qualitative interviews indicate marketing innovation is developed and fostered by marketing insight and marketing imagination, and these relationships appear to be moderated by the market orientation of the firm. As conceptualized, marketing innovation is suggested to enhance firm performance via (1) the marketing-product space, (2) the marketing-process space, and (3) the marketing-relationship space. This enhancement process, however, is conjectured to be moderated by the degree of radical product innovation the firm is currently undergoing as well as the degree of process innovation the firm practices. A complete discussion of marketing innovation‘s antecedents, manifestations, and consequences is presented. A comprehensive research model, method, and results from an empirical study of qualified business executives, testing key relationships in the marketing innovation framework, are discussed. Empirical study results confirm marketing innovation‘s powerful ability to predict firm performance, even in the presence of a multiple of control variables. Further, these quantitative findings lend statistically and practically significant support for (1) the antecedent roles of marketing insight and marketing imagination, (2) the negative (as predicted) moderating role of product innovation radicalness, and (3) several iv specific inter-workings among the marketing-innovation spaces that that offer substantial research contributions to the marketing strategy literature for researchers and managers.

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Relationship marketing represents a paradigm shift in marketing practice. The primary purpose of relationship marketing is to foster a mutually beneficial exchange between partners. Relationship commitment and trust serve as central constructs in relationship marketing. After the importance of relationship marketing is discussed, (1) antecedents and consequences of trust in relationship marketing are examined, (2) the multidimensionality of trust is discussed and tested, which also serves as the contribution to the literature, and (4) with respect to those dimensions of trust identified in this paper, the moderating effects of product type on the relationship are examined. Test results reveal that for utilitarian products, calculus-based trust has a greater impact on commitment than socio-normative trust; and for symbolic products, socio-normative trust has a greater impact on commitment than calculus-based trust. Managerial implications, with respect to this research, are provided.

Se adjunta la teoría y modelo ServQualFuente: IMS - Instituto de Marketing de Servicioswwwmarketingdeservicioscom

Se desarrollan los modelos de fidleidad de clientes propuestos por Josep Alet y el IMdS (Instituto de Marketing de Servicios), así como los concpetos básicos y estartegias vibculados a estos temas

Práce popisuje hlavní principy a myšlenky guerrilla marketingu, jeho různé styly a odnože a rozdíly oproti marketingu tradičnímu. Důraz je kladen na rozdílnost přístupu a stylu myšlení. Součástí jsou i aplikace jednotlivých myšlenek nebo nástrojů guerrilla marketingu na reálné nebo hypotetické situace, doplněné rozborem případových studií.

Dissertation "Structure and application of guerilla marketing in practise" is concerned with detailed analysis of different types of guerilla marketing. It finds recommendation for an application of each type in dependence on the type of company. It uses a lot of real examples for this purpose. This dissertation also offers modern rules for creating efficient and succesfull guerilla campain. It is also concerned with the guerilla marketing legislation.