Copyright (c) 2009 All rights reserved. http://works.bepress.com/jody_evans Recent documents in Jody Evans en-us Sun, 31 May 2009 07:15:39 PDT 3600 http://works.bepress.com/jody_evans/12 http://works.bepress.com/jody_evans/12 Sun, 17 Aug 2008 20:04:09 PDT There is much debate about marketing and branding within the not-for-profit and particularly the museum sector. Yet, in an unpredictable operating environment it seems imperative for museums to take control of their identity and image. This study examines the applicability of brand orientation, and its drivers and impediments in the museum context. A multiple case study approach, with 12 institutions across two countries (United Kingdom and Australia) was carried out. Results suggest that brand orientation provides the cultural platform to retain the distinctiveness of the institution and build the symbolic representation required to remain competitive in the future. Jody Evans Brand Orientation Working Papers http://works.bepress.com/jody_evans/11 http://works.bepress.com/jody_evans/11 Sun, 17 Aug 2008 19:47:39 PDT Jody Evans Psychic Distance http://works.bepress.com/jody_evans/10 http://works.bepress.com/jody_evans/10 Sun, 17 Aug 2008 19:40:48 PDT Jody Evans Psychic Distance http://works.bepress.com/jody_evans/9 http://works.bepress.com/jody_evans/9 Sun, 17 Aug 2008 19:37:26 PDT Research into firm internationalisation has identified psychic distance as a key factor in explaining variations in both expansion patterns and organisational performance. Despite the substantial growth in research on the internationalisation of retailing, most contributions have been highly descriptive and generally bereft of coherent theoretical frameworks. This paper postulates that the psychic distance concept may provide an appropriate theoretical framework to explain variations in the organisational performance of retailers operating in the international arena. It is recognised that psychic distance alone cannot explain variations between countries in retailers' performance. Other factors, such as the strategic decision making process, entry strategy adopted, the nature of the retail offer and the extent of adaptation, and organisational and managerial characteristics also influence the organisational performance of international retailers. Jody Evans Psychic Distance http://works.bepress.com/jody_evans/8 http://works.bepress.com/jody_evans/8 Sun, 17 Aug 2008 19:34:05 PDT We develop a reconceptualization and operationalization of psychic distance that broadens the concept. We then empirically test this operationalization and investigate the relationship between psychic distance and organizational performance. Our results suggest that psychic distance, as a summary construct, explains a significant proportion of the variance in financial performance and strategic effectiveness. However, disaggregation of the construct substantially increases its explanatory power. The results also support a psychic distance paradox, where psychic distance has a positive relationship with organizational performance. Jody Evans Psychic Distance http://works.bepress.com/jody_evans/7 http://works.bepress.com/jody_evans/7 Sun, 17 Aug 2008 19:31:22 PDT The purpose of this research was to develop a comprehensive measure of brand orientation and empirically examine whether a fashion retailer's brand orientation assists in explaining variations in its retail offer advantage over competitors. This study provides a conceptualisation and operationalisation of brand orientation within the context of fashion retailing. Four dimensions of brand orientation are introduced including distinctiveness, functionality, value adding and symbolic. The results suggest that the more brand oriented the fashion retailer, the greater its retail offer advantage over competitors. It concludes with new insights and suggestions for fashion retailers in driving greater differentiation and competitive advantage. Kerrie Bridson Brand Orientation http://works.bepress.com/jody_evans/6 http://works.bepress.com/jody_evans/6 Sun, 17 Aug 2008 19:28:45 PDT Purpose - The purpose of this study is to examine empirically the relationship between psychic distance and adaptation of the retail offer across a range of countries.Design/methodology/approach - Data were collected using a mail survey of randomly selected non-food retailers that operated stores in at least three foreign countries.Findings - Findings of this study suggest that a substantial proportion of retail offer adaptation is explained by psychic distance. In particular, differences in market structure, business practices and language between the home and foreign market significantly increase the extent to which retailers adapt their offer.Research limitations/implications - The research findings may be limited in terms of their generalisability across retail sectors, as the study focused on non-food retailers only.Practical implications - These results have implications for researchers and managers in suggesting that we need to go beyond consumer behaviour differences to explain fully the degree to which international firms standardise or adapt their strategies in foreign markets.Originality/value - Much of the existing research into standardisation and adaptation is limited in terms of geographic scope and a focus on the marketing strategies of manufacturing and export firms. Thus, this paper addresses a substantial gap in existing research by empirically examining the relationship between psychic distance and adaptation in a retail context and across a range of countries. Jody Evans Psychic Distance http://works.bepress.com/jody_evans/5 http://works.bepress.com/jody_evans/5 Sun, 17 Aug 2008 19:24:54 PDT The purpose of this research was to provide an alternative perspective for retailers to develop relationships and loyalty. This study suggests that traditional trust and commitment theories are somewhat imperfect in predicting future store choice. Through path modelling, we introduce two additional constructs of store functional loyalty and relationship worth. These constructs together with commitment are powerful predictors of future store choice. Furthermore, the study examines the antecedents of relationships, loyalty and future store choice. We conclude with new insights and practical suggestions for retailers to build relationships, loyalty and influence customers' future store choice. Jane Dixon Retailing http://works.bepress.com/jody_evans/4 http://works.bepress.com/jody_evans/4 Sun, 17 Aug 2008 19:20:45 PDT Purpose - This study aims to understand buyer and supplier motives for developing direct relationships with their trade partners.Design/methodology/approach - A total of 18 in-depth interviews were conducted across Victoria and Tasmania (Australia); eight with retail buyers and ten with fresh produce suppliers. Both parties were involved in a direct relationship with their trade partner.Findings - The research reveals a large variety of motivations that influence buyers and suppliers when deciding whether to operate in a direct or non-direct relationship with their trade partner. Motivations for both parties are remarkably similar, with buyers and suppliers ultimately attempting to minimise the inherent risk associated with operating in a volatile environment.Research limitations/implications - The study may be limited by the fact that buyers and suppliers of different commodities were included in the study. In addition, the varied nature of the respondents' role may have impacted their judgment. The inability to interview dyads in all cases also limits the research.Practical implications - This research has implications for both researchers and practitioners already involved in, or considering becoming involved in, a direct trade relationship. Clarification of motivations for bypassing intermediaries shows how both trade partners can minimise external risk and strengthen competitive advantage by assuming a direct relationship.Originality/value - Extant research within this literary field is largely quantitatively based with researchers focusing on distinct relationship constructs, the definition of relationship marketing and the process of relationship development. In response to these limitations, this research adopted a qualitative approach in examining the core motivations for developing a direct trade relationship within the fresh produce industry. Melina Parker Retailing http://works.bepress.com/jody_evans/3 http://works.bepress.com/jody_evans/3 Sun, 17 Aug 2008 19:07:31 PDT After a decade of research there is still much to understand about the relationship between loyalty programs and whether they deliver on their promise of building customer loyalty towards a store and understanding the mediating role of store satisfaction. Our results suggest that loyalty program as a summary construct, explains a significant proportion of the variance in store satisfaction and store loyalty. However, disaggregation of the construct into hard versus soft attributes, promotes greater specificity, precision and accuracy in uncovering the differential impact on store satisfaction and store loyalty. Kerrie Bridson Retailing