Beyond market orientation: A conceptualization of market evolution

Berthon, Pierre; Holbrook, Morris B.; Hulbert, James M.

doi:10.1002/1520-6653(200022)14:3<50::aid-dir4>3.0.co;2-l

Cited by 28 publications

(20 citation statements)

References 61 publications

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“…information about alternative products and services) has switched and now resides in the hands of customers. This power allows customers at all stages of the supply chain to exact ever more demands from suppliers and/ or organisations (Berthon et al, 2000). Businesses have responded to this imbalance by striving to become more 'customer centric' as opposed to 'product centric' by developing new marketing approaches, including a much greater emphasis on loyalty programmes (Woods, 1998).…”

Section: Introductionmentioning

confidence: 99%

Winners and Losers: Segmenting a Casino Loyalty Programme

Palmer

Mahoney

2005

International Gambling Studies

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As the competition within the gaming industry continues to grow exponentially, casinos are using players club programmes as a key component of their marketing and loyalty programmes. This study investigates the relationships between casino players' club programmes and its members. Through the use of data collected from a mail survey of 3,000 players' club members, analyses were conducted to explore the impacts of these programmes on the creation of behavioural and attitudinal loyalty. The findings suggest for a number of loyalty programme members, these programmes have little impact on creating loyalty and their subsequent gaming behaviour.

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Section: Introductionmentioning

confidence: 99%

Winners and Losers: Segmenting a Casino Loyalty Programme

Palmer

Mahoney

2005

International Gambling Studies

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“…Many authors have pointed out that the business system has progressed through different stages during the last century (Achrol and Kotler, 1999;Tofler, 1980;Kumar et al, 2000;Berthon et al, 2000;Verhallen et al, 2004). Despite the remarkable variety in terminology and time duration of each stage, these authors are in agreement that most business sectors are shifting away from supply orientation and towards demand orientation.…”

Section: The Business Evolutionmentioning

confidence: 99%

The emergent demand chain management: key features and illustration from the beef business

Canever

Trijp

Beers³

2008

Supp Chain Mnagmnt

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Purpose -The paper seeks to delineate the emergence of demand chain management (DCM) from a theoretical perspective and to illustrate its occurrence in practice. Design/methodology/approach -The DCM concept is examined empirically through a case study with retailers involved in the beef chain in the state of Rio Grande do Sul (Brazil). Findings -The paper reveals that the DCM concept derives from the supply chain management (SCM) concept, but with a strong emphasis on demand management due to the incorporation of the market orientation perspective. In the beef business in the Rio Grande do Sul, two distinct practices were observed: SCM and DCM practice. The SCM practice is tightly related to the traditional beef market, whereas the DCM practice emphasizes understanding customers and the sequential capabilities for responding to their requirements. Originality/value -By establishing the evolutionary development from SCM to DCM, businesses will certainly gain insights about how to become more responsive, and this will improve effectiveness and yield more delighted customers.

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“…Because "consumption becomes pathological when void of playfulness" (Campbell, 1987, p. 201), marketers should present consumers with the opportunity to experience exchange relationships as play (cf. Holt, 1995) by offering interactive and fast-paced conversational spaces (Berthon, Holbrook, and Hulbert, 2000;Levine, 2000).…”

Section: Virtual Spaces Such As Internet Relay Chat (Irc) Instant Mementioning

confidence: 99%

Consumer subjectivity in the Age of Internet: the radical concept of marketing control through customer relationship management

Zwick

Dholakia

2004

Information and Organization

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In this paper we present a poststructuralist analysis of customer database technology. This approach allows us to regard customer databases as configurations of language that produce new and significant discursive effects. In particular, we focus on the role of the databases and related technologies such as customer relationship management (CRM) in the discursive construction of both customers and customer relationships. First, we argue that organizations become the authors of customer identities, using the language of the database to configure customer representation. From this perspective, we can see the radical innovation that the customer database brings to the organizational construction of its market: the emergence of the individualized customer. The cultural novelty of the database -ignored by instrumental analyses of information technology -also requires a theoretical reconceptualization of the notion of virtual identity. Against existing positions we posit a non-essentialist theory of virtual identity where the subject is constituted outside the immediacy of consciousness and thus emerges as the result of the technological and linguistic context in which it was produced. Second, we take our analysis of the discursive construction of the customer further by proposing that the emergence of the individualized customer was the prerequisite of the social construction of customer relationship management as one-on-one affair between the customer and the organization. We suggest that this is a limited and limiting understanding of the concept of relationship especially if the one-on-one relationship is placed in a computer-mediated environment (CME). By mobilizing theories of play developed in the fields of humancomputer interaction and consumer research, we propose that organizations would benefit from opening up the current discourse on customer relationship management to include relationships between customers, customers and non-customers, and customers and the virtual organization.

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Beyond market orientation: A conceptualization of market evolution

Cited by 28 publications

References 61 publications

Winners and Losers: Segmenting a Casino Loyalty Programme

Winners and Losers: Segmenting a Casino Loyalty Programme

The emergent demand chain management: key features and illustration from the beef business

Consumer subjectivity in the Age of Internet: the radical concept of marketing control through customer relationship management

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