Copyright (c) 2009 All rights reserved. http://works.bepress.com/richard_speed Recent documents in Richard Speed en-us Sun, 31 May 2009 10:54:04 PDT 3600 http://works.bepress.com/richard_speed/7 http://works.bepress.com/richard_speed/7 Mon, 15 Oct 2007 17:58:10 PDT As the use of sponsorships in marketing has increased the combinations of sponsorship resources and sponsor objectives have become increasingly complexity and varied. However to ability to accurately compare sponsorship opportunities in different circumstances researchers and firms need to be able to identify the degree of similarity between sponsorships. This paper begins this process by proposing a set of archetypal sponsorships, a typology, against which real sponsorships can be classified. Peter Thompson http://works.bepress.com/richard_speed/6 http://works.bepress.com/richard_speed/6 Mon, 15 Oct 2007 17:53:22 PDT The doctoral research process is the entry path for the academic profession. Traditionally it is explained by reference to another professional entry path, the industrial apprenticeship. Revisiting a paper and discussion originally held at the Marketing Education Group conference in 1991, we explore the implications and limitations of this metaphorical model, suggest alternatives and consider the interaction between student characteristics and supervisory approach. Through this process we offer marketing academics a vast range of unflattering metaphors to employ in describing themselves, their students, their supervisors and their colleagues. Richard Speed http://works.bepress.com/richard_speed/5 http://works.bepress.com/richard_speed/5 Mon, 15 Oct 2007 17:50:26 PDT 'Client focus' seems like a counter-intuitive notion for regulatory agencies, whose job is to compel people to comply with government requirements. Yet it is becoming the catchphrase for many regulatory authorities. This paper puts forward an argument, based on social exchange and regulatory theory, that a client focused approach is not only compatible with a regulatory role, but also actually facilitates it. It recognises that most people's propensity to comply is a function of factors other than the fear of punishment, such as their intrinsic or normative motivations and their ability to do what is required. It also assists in delineation and understanding of the proportion of regulatees who opportunistically avoid their obligations. The paper advances a broader model of social exchange between regulators and regulatees. John Alford http://works.bepress.com/richard_speed/4 http://works.bepress.com/richard_speed/4 Mon, 15 Oct 2007 17:45:31 PDT This study examines the relationships between marketing planning, market orientation and business performance. We explore conceptually how linking the behaviours of marketing planning with the values of market orientation might be expected impact on business performance. Our findings suggest that high quality marketing planning can lead to performance benefits, but as antecedent to a market orientation, rather than as an independent activity. Sue Pulendran http://works.bepress.com/richard_speed/3 http://works.bepress.com/richard_speed/3 Mon, 15 Oct 2007 17:41:13 PDT Sponsorship activities have become a mainstream component of the marketing mix. As such, there are attempts to make these activities more effective by leveraging them using advertising, sales promotions, or in an increasing number of cases, through cause related marketing (CRM). This paper explores the relationship between sponsorship and CRM and identifies the potential opportunities that arise from leveraging sponsorships using CRM. The paper also examines the limitations of CRM as a leveraging strategy, puts forward a typology for categorising CRM and identifies some future research issues related to CRM-leveraging of sponsorship. Richard Speed http://works.bepress.com/richard_speed/2 http://works.bepress.com/richard_speed/2 Mon, 15 Oct 2007 17:31:09 PDT The subject of market orientation has been of interest to both researchers and practitioners for several years. The work of Jaworski and Kohli (1993) inspired a substantial body of literature that empirically examined the antecedents and consequences of a market orientation. This article contributes to that body of literature by investigating the antecedents and consequences of market orientation in Australia. The results successfully replicate the Jaworski and Kohli findings, within an Australian environment. Results illustrate that understanding the culture, activities and processes associated with market oriented activity have significant implications for organisations in Australia. Sue Pulendran http://works.bepress.com/richard_speed/1 http://works.bepress.com/richard_speed/1 Mon, 15 Oct 2007 17:24:40 PDT Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. Adopting a classical conditioning framework, this research examines the effects of consumers' attitudes about a sports event, their perceptions of sponsor-event fit and their attitudes about the sponsor on a multi-dimensional measure of sponsorship response. The results suggest that sponsor-event fit, perceived sincerity of the sponsor, perceived ubiquity of the sponsor and attitude towards the sponsor are key factors in generating a favorable response from sponsorship. Liking of the event and perceived status of the event have differing significance depending on how response is measured. Sponsor-event fit also has interaction effects with perceived status of the event and personal interest in the event. The implications of these findings for sponsors and event managers are examined, and future research directions outlined. Richard Speed