Although organisational capabilities have been recognised as a key source of competitive advantage, the empirical understanding of marketing capability and its associated components is still relatively under-developed. There is little consistency in approaching what constitutes organisational marketing capability, proposed conceptual frameworks have not been empirically tested and little attention has been paid to how organisational marketing capabilities are developed over the longer term. The purpose of this study was to empirically test how proposed conceptual frameworks of marketing capabilities match real-life organisational marketing capabilities, explore which marketing resources act as inputs into marketing capability and how these resources are transformed into marketing capability. The following key questions were answered: what are components of marketing capability in real-life organisational contexts, what resources inputs does it incorporate and how are these resources transformed into capabilities? This study employed an innovative (in this theoretical context) multiple embedded case study design using multiple data sources to provide a rich and detailed understanding of marketing capability. The target population for the cases was any South African organisation marketing products and services to domestic consumers/ customers. Based on this definition, four company cases were identified, representing the two target groups (business to business and business to customer) as well as products and services. Data was derived from 22 in-depth interviews with multiple interviews conducted for each case, as well as documentation and archival records. This study contributes at the theoretical level by developing a framework of marketing capability and sub-capabilities, providing an enhanced understanding of the nature of marketing knowledge resources underpinning marketing capability and outlining the mechanisms that integrate marketing knowledge resources in the development of marketing capability and sub-capabilities. At practitioner level, the findings can contribute to enhancing effective marketing within organisations by providing a route to building stronger underlying marketing capabilities, which in turn will improve competitiveness. / Thesis (DBA)--University of Pretoria, 2018. / Gordon Institute of Business Science (GIBS) / DBA / Unrestricted

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-04T15:46:29Z No. of bitstreams: 1 PMDGI - MARIA LUCIA RIGHETTI.pdf: 3456056 bytes, checksum: 1998d0b7c2f9d73fa0d98f5f187f72bd (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-04T15:47:11Z (GMT) No. of bitstreams: 1 PMDGI - MARIA LUCIA RIGHETTI.pdf: 3456056 bytes, checksum: 1998d0b7c2f9d73fa0d98f5f187f72bd (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-10-04T18:49:30Z (GMT) No. of bitstreams: 1 PMDGI - MARIA LUCIA RIGHETTI.pdf: 3456056 bytes, checksum: 1998d0b7c2f9d73fa0d98f5f187f72bd (MD5) / Made available in DSpace on 2018-10-04T18:49:59Z (GMT). No. of bitstreams: 1 PMDGI - MARIA LUCIA RIGHETTI.pdf: 3456056 bytes, checksum: 1998d0b7c2f9d73fa0d98f5f187f72bd (MD5) Previous issue date: 2018-02-20 / This work investigates the phenomenon of the reverse transfer of knowledge in subsidiaries with a multidimensional approach. The main objective is to verify in an empirical way if the strategies and actions of marketing, autonomy and integration of marketing has influence in the reverse knowledge transfer in the foreign multinationals enterprises located in Brazil. As control it was verify the time of international experience and the type of industry can be influence the reverse knowledge transfer. To test the hypotheses, a survey was conducted with managers of 104 subsidiaries of foreign multinationals located in Brazil. The data were analyzed by multiple linear regression and cluster analysis. To deepen the analysis, the empirical part also includes qualitative exploratory research through of the multiple case study with three subsidiaries of foreign multinationals. The results in both empirical researches show that product innovation and the integration between subsidiary and headquarter have a positive effect on the reverse knowledge transfer. This study contributes for academic paradox showing elements to the view of authors and refutes other theoretical perspectives, such as Rugman (2009), Narula (2006), Dunning (1988) and Dunning and Narula (1996) and Ghauri et al (2016) and Yip (1995). Managerially, this work deepens the factors that determine the reverse knowledge transfer like the development of innovations and the high integration between subsidiary and headquarter. Exposing to managers the importance of managing communication with the headquarter and to invest in human resources with creativity and innovation capacity. Also, it became evident that the marketing operations of foreign multinationals in Brazil are developed in the same time between subsidiary and headquarter. The results are expected to contribute to the extension of international marketing literature and provides a better understanding of the phenomenon of reverse knowledge transfer in the brazilian context. / Este trabalho investiga o fenômeno da transferência reversa de conhecimento em subsidiárias com uma abordagem multidimensional. O objetivo principal é verificar de modo empírico se as estratégias e ações de marketing, a autonomia e a integração de marketing influenciam na transferência reversa de conhecimento em multinacionais estrangerias no Brasil. Como controle verifica-se se o tempo de experiência internacional e o tipo de indústria influenciam na transferência reversa de conhecimento. Para testar as hipóteses apresenta-se uma survey com gestores de 104 subsidiárias de multinacionais estrangeiras localizadas no Brasil. Os dados foram analisados por meio de regressão linear múltipla e análise de conglomerados. Para aprofundar as análises, a parte empírica inclui também pesquisa qualitativa exploratória realizada por meio de estudo de caso múltiplo realizada com três subsidiárias de multinacionais estrangeiras. Os resultados em ambas pesquisas empíricas demostram que inovação de produto e a integração entre subsidiária e matriz possuem efeito positivo na transferência reversa de conhecimento. No que se refere a paradoxo acadêmico, este estudo contribui sustentando a visão de autores e refutando outras óticas teóricas, como Rugman (2009), Narula (2006), Dunning (1988) e Dunning e Narula (1996) e Ghauri et al (2016) e Yip (1995). Gerencialmente, este trabalho aprofunda os fatores que determinam a transferência reversa de conhecimentos, o desenvolvimento de inovações e a alta integração com a matriz. Expondo aos gestores a importância de gerir a comunicação com a matriz e investir em recursos humanos com criatividade e capacidade de inovação. Ainda, ficou evidente que as operações de marketing de multinacionais estrangeiras no país são desenvolvidas de forma dividida entre matriz e subsidiária. Espera- se com os resultados contribuir para a extensão da literatura de marketing internacional e para uma melhor compreensão acerca do fenômeno transferência reversa de conhecimento no contexto brasileiro.

This thesis adds the market orientation approach to a global value chain analysis of four farmed seafood value chains from two Asian countries to the EU. The overall aim of the research is to critically evaluate whether, and to what extent, access to market information is the key to unlocking the potential of developing countries to create greater value: whether knowledge is power. The objectives of the thesis are therefore to explore the process of generating market information in seafood value chains from Asia to the EU; understand under what conditions market information is, is not or is only partially disseminated; and, evaluate the role of market information in responses by chain agents that create value. In order to achieve these objectives, fieldwork was conducted along the length of shrimp (Penaeus monodon) and prawn (Macrobrachium rosenbergii) from Bangladesh, and shrimp (Penaeus vannamei) and tilapia (Oreochromis niloticus) from Thailand to the EU. The EU is the world’s largest single market for imported fish and fishery products. France, Germany and the UK were selected for fieldwork as they are primary importers of the species from the selected countries. The research found that although increased knowledge is necessary, it is not a sufficient condition for increased value creation. Instead, the research advances existing understanding of seafood value chains by revealing that successful integration of developing country producers into global markets is partly dependent on governance and industry development in the exporting country. Weaknesses in these structures and relationships undermine supplier power by reducing access to market information, lessening incentives for sharing information, and restricting response capabilities. A number of methods for overcoming these constraints were found in the chains examined, focusing on direct links between market and value chain agents. Importantly, the research found that integration is also dependent on the willingness of those with a market presence in importing countries to share knowledge and power. Critically, the research has led to the conclusion that the possession of market information is one way for value chain agents, particularly those downstream, to guard knowledge and power for themselves. A better understanding of seafood markets and an improved analysis of aquaculture value chains from Asian countries to the EU revealed through the research will facilitate public and private responses that focus on the competitive advantage of the whole chain as a means to more sustainable development. This may well promote new chain configurations that place a premium on stronger and more collaborative linkages, increasing coordination between weak and strong suppliers and contribute to private sector development assistance. Only when knowledge is shared and suppliers gain power, will the market orientation of seafood value chains be improved, if not optimised.

This study provides a better understanding of the interactions between firm resources, strategy choice, marketing environment, and performance in rural SMEs. To date, a strategy framework specifically for SMEs in developing countries had not been developed. Past studies adapted the Miles and Snow (1987) strategy typologies or have developed strategy types for SMEs in developing countries only conceptually. This study extended the modelling approach adopted by DeSarbo et al., (2005, 2006) by empirically deriving a strategy typology specifically for SMEs in a developing country. Based on K-means clustering of theoretically relevant strategy dimensions, two strategy clusters were identified??lower performing conservative strategy A, and higher performing customer oriented strategy B. The issue of resource limitations in strategy formulation had not been adequately addressed by past studies on SME strategy. By examining how and to what extent objective and perceived dimensions of the external environment impact the resources-strategy-performance (RSP) links in rural SMEs, the study tested the applicability of the Resource-Based View (RBV) and the Knowledge-Based View (KBV) in a new context??that of rural SMEs in a developing country. Both RBV and KBV were supported by the findings. Key strategic resources in rural SMEs were explored for its strategic and performance implications. General resources and capabilities, knowledge-based resources, and in particular ??tacit?? marketing knowledge, were examined in an aggregated sense through the intuitive understanding within the one SME owner-manager. Strategy choice moderated and mediated the resource-performance relationship. SMEs with higher levels of resources and capabilities tended to adopt the higher performing strategy B. The study provided further insights on the kinds of knowledge that mattered. Knowledge-based resources that were more tacit in character determined strategy choice and performance??higher customer serving skills led to adopting the higher performing strategy B, while planning skills led to adopting the lower performing strategy A. Both the objective and perceived environments influenced SME performance by moderating the resource-strategy-performance relationship. SMEs located in more munificent provinces perceived their market environment accurately, possessed higher knowledge-based resources, and were more likely to adopt the higher performing strategy B.

The purpose of this mixed-methods research is to determine the effectiveness of the Kingdom Marketing (KM) intervention for improving Israeli SME marketing knowledge among managers and employees of Israeli small and medium-sized business. The secondary objective of the study was to portray the process of change in participating organisations. The newly developed KM intervention programme was designed to enhance Israeli SMEs’ marketing knowledge and marketing strategy, imparting new marketing skills and allowing SMEs to operate with better marketing knowledge. The intervention uses a metaphoric story-line approach to teach participants in mediator-led sessions to understand and use important marketing concepts, such as the difference between sales and marketing. Although the intervention has been used in business settings, it has not yet been empirically validated using rigorous methods. This study was conducted using a mixed methods paradigm with an embedded experimental design. Five Israeli based SMEs were recruited to take part in the training programme. The research consisted of three phases. In Phase 1, I administered a preintervention evaluation to measure five variables: awareness of marketing processes, mistaken marketing attitudes, incorrect marketing process beliefs, organisational marketing skills, and marketing need awareness. Participants were also interviewed during Phase 1. In Phase 2, I administered the KM intervention and collected qualitative data in the form of daily open-ended feedback and a researcher diary. In Phase 3, I administered a postintervention evaluation to assess change in the five quantitative variables, and I conducted a second round of interviews. The findings indicated that the KM intervention programme (a) increased awareness of marketing processes, (b) reduced mistaken marketing attitudes, (c) reduced incorrect marketing process believes, and (d) increased marketing need awareness. However, the intervention had no significant effect on organisational marketing skills. Qualitative analysis confirmed that, although the KM intervention empowered participants with marketing knowledge and skills, it did not result in broad organisational changes. I conclude that the KM intervention programme is valid and worthy of wider use for promoting the survival of SME businesses through marketing knowledge and skill improvement. However, the intervention should be used in conjunction with internal efforts to translate increased knowledge into lasting organisational change.

Data mining techniques are used by companies to gain competitive advantages. In today's marketplace, they are also used by marketers mainly for personalization of advertising and for maintaining long-term relationship with customers. Progress in knowledge discovery in databases and availability of computational power comes not only with positive impact, but also with challenges. The practical part of the thesis aims to explore and describe data mining techniques applied to e-commerce dataset. Dataset consists of transaction and web analytics data. The goal of experimental application aims to make a selection of users who most probably react to a marketing communication and to identify the factors which influence them. Target segment of users is obtained through the use of data mining technique clustering. The classification model uses decision tree algorithm to predict whether users submit transaction with an accuracy of 75%. The results are useful for optimization of marketing and business strategy.