Current Search: Sashi, C. M. (x)
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- Title
- Communication and interactivity in B2B relationships.
- Creator
- Murphy, Micah, Sashi, C. M., College of Business, Department of Marketing
- Abstract/Description
-
This research explores the impact of interactive communication on business-to business (B2B) relationships. In the past decade the internet and especially social media as a mode of communication has grown rapidly in both consumer and business markets. Drawing on marketing channels and communications literature this paper identifies the dimensions of interactive communication and develops a theoretical framework to examine their impact on satisfaction, commitment, and advocacy. Media...
Show moreThis research explores the impact of interactive communication on business-to business (B2B) relationships. In the past decade the internet and especially social media as a mode of communication has grown rapidly in both consumer and business markets. Drawing on marketing channels and communications literature this paper identifies the dimensions of interactive communication and develops a theoretical framework to examine their impact on satisfaction, commitment, and advocacy. Media synchronicity theory and the concept of the internet as an alternative to the real world are used to distinguish between digital and non-digital modes of communication. Relationship marketing is used to identify the dimensions of interactivity: rationality, social interaction, contact density, and reciprocal feedback. The framework developed is usedto explore the influence of face-to-face (F2F), digital, and traditional, impersonalcommunications on the dimensions of interactivity.Hypotheses linking the mode of communication: personal, digital, and impersonal with the dimensions of interactivity and relational outcomes are empirically examined with data from the commercial printing and graphic design industry. Confirmatory Factor Analysis is used to analyze the measurement and structural model. Personal, F2F communication has the greatest impact on social interaction, reciprocal feedback, and number of contacts. Digital communication has a weaker effect on these dimensions and impersonal communication has the weakest effect. Personal and Digital have equal impacts on rationality and rationality is the only dimension of interactivity positively associated with relationship satisfaction. Contact density has a negative impact on relationship satisfaction and this negative impact is greater with personal communication that it is with digital. The study shows that affective commitment leads to advocacy in a B2B channel, but trust and calculative commitment have no impact on advocacy. The findings of the study have implications for both managers and researchers regarding the mode and content of communications in B2B relationships.
Show less - Date Issued
- 2013
- PURL
- http://purl.flvc.org/fau/fd/FA0004040
- Subject Headings
- Business logistics -- Management, Customer relations, Marketing -- Social aspects, Sales management, Web services -- Management
- Format
- Document (PDF)
- Title
- Differential power, moral hazard, and preferred monitoring mode in marketing channels.
- Creator
- Devasagayam, Prakasam R., Florida Atlantic University, Sashi, C. M.
- Abstract/Description
-
This research examines the impact of differential power on the choice of monitoring mode in interorganizational relationships in marketing channels. Interorganizational relationships in channels of distribution can be considered agency relationships because they involve delegation of value-adding tasks by one participant (principal) to another participant (agent). Moral Hazard or the likelihood of an agent pursuing individual goals at the expense of mutually satisfying common goals may result...
Show moreThis research examines the impact of differential power on the choice of monitoring mode in interorganizational relationships in marketing channels. Interorganizational relationships in channels of distribution can be considered agency relationships because they involve delegation of value-adding tasks by one participant (principal) to another participant (agent). Moral Hazard or the likelihood of an agent pursuing individual goals at the expense of mutually satisfying common goals may result in suboptimal outcomes and necessitates monitoring by the principal. Monitoring involves procuring information on the effort expended by the agent (behavior-based monitoring) and the resultant outcomes of such efforts (outcome-based monitoring). A comparison of purely economic costs in determining preferred monitoring mode without considering sociopolitical factors, such as organizational power, that influence these costs may lead to an erroneous choice of monitoring mode. An organization's power is its ability to cope with uncertainty and depends on the resources available to the organization. As resources shift from one participant to another in an agency relationship, the differential power of participants changes. This research examines how the differential power of principal and agent influences their preference for different monitoring modes. Hypotheses linking differential power, moral hazard, and the choice of monitoring mode in interorganizational agency relationships are empirically investigated with data from not-for-profit nongovernment food distribution systems established to feed the hungry. Confirmatory factor analysis is used to analyze the data and estimate measurement and structural models. All the measurement scales were developed specifically for this study and display excellent psychometric properties. Results from structural models are generally consistent with the theoretical rationale. The results indicate that higher levels of principal's propensity to assume risk result in principal preferring an outcome-based monitoring mode. Higher level of principal's accrued information lead to an outcome-based monitoring mode being preferred by the principal. Higher level of agent's accrued information lead to the principal preferring a behavior-based monitoring mode and the agent preferring an outcome-based monitoring mode. Use of side payments as incentives to align the preferred monitoring modes of the participants finds support. The findings of this study have implications for managers and public policy officials in making strategic decisions regarding performance evaluation of downstream organizations in order to ensure optimal outcomes.
Show less - Date Issued
- 1997
- PURL
- http://purl.flvc.org/fcla/dt/12515
- Subject Headings
- Marketing channels, Interorganizational relations
- Format
- Document (PDF)
- Title
- Marketing strategies in global markets: A transaction cost analysis.
- Creator
- Karuppur, Devi Prasad R., Florida Atlantic University, Sashi, C. M.
- Abstract/Description
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Contrasting viewpoints have emerged regarding the selection of marketing strategies in global markets. One group of scholars recommends standardized global marketing strategies based on the premise that technological advances in telecommunication, transportation, and media are leading to similarities in customer preferences across the world. Other researchers recommend multi-domestic strategies on the premise that consumer heterogeneity continues to increase even within countries. Firms...
Show moreContrasting viewpoints have emerged regarding the selection of marketing strategies in global markets. One group of scholars recommends standardized global marketing strategies based on the premise that technological advances in telecommunication, transportation, and media are leading to similarities in customer preferences across the world. Other researchers recommend multi-domestic strategies on the premise that consumer heterogeneity continues to increase even within countries. Firms marketing products in global markets appear to adopt global marketing strategies, multi-domestic strategies, and various intermediate strategies that encompass different degrees of standardization. This research develops a theoretical framework to examine the factors that influence marketing strategies in global markets. Transaction cost analysis constructs are used to determine whether to standardize or customize marketing strategy. The basis for adopting different levels of standardization on marketing program and process variables is empirically investigated. A multinomial logit model is used to estimate the likelihood of adopting different degrees of standardization with data from American multinational corporations on 161 products marketed in different global markets. The results indicate that higher levels of asset specificity associated with patented technical knowledge favor physical attribute standardization in global markets. Volatile political environments, high degrees of ownership in affiliates, and global competitors' standardized marketing strategies encourage firms to tailor physical attributes. Brand names are standardized if the economic uncertainty is lower in foreign markets. Cultural dissimilarities between home and host countries hinder marketing control systems standardization. Operating experience in foreign countries and the need for technical service and customer interactions support standardization of marketing control systems. The need for specialized local market knowledge encourages the adoption of country-specific marketing research methods. Standardized pricing strategies are preferred over flexible country-specific strategies in volatile political environments.
Show less - Date Issued
- 1994
- PURL
- http://purl.flvc.org/fcla/dt/12379
- Subject Headings
- Export marketing, Transaction costs, Business planning, International business enterprises
- Format
- Document (PDF)
- Title
- ONLINE BRAND COMMUNITIES, INTERACTIVE COMMUNICATION, AND RETENTION.
- Creator
- Brynildsen, Gina, Sashi, C.M., Florida Atlantic University, Department of Marketing, College of Business
- Abstract/Description
-
An estimated 90% of U.S. companies including Tesla, 3M, McDonald’s, and UnitedHealth Group use social media such as Facebook, Instagram, and Snapchat to connect with consumers and form community around their brands; yet little is known about the effects of different social media structures on consumer-brand relationships. The purpose of this research is to understand the unique nature of firm-hosted online brand communities on social networking sites and how they can be used to retain...
Show moreAn estimated 90% of U.S. companies including Tesla, 3M, McDonald’s, and UnitedHealth Group use social media such as Facebook, Instagram, and Snapchat to connect with consumers and form community around their brands; yet little is known about the effects of different social media structures on consumer-brand relationships. The purpose of this research is to understand the unique nature of firm-hosted online brand communities on social networking sites and how they can be used to retain customers. We review the literature on online brand communities as a tool for building relationships and apply network theory to understanding firm-hosted online brand communities on social networking sites. Relationship marketing provides a framework for how consumer-brand relationships are developed, built, and maintained. Network theory explains how different network structures interact with network processes to produce specific outcomes for individuals and groups.
Show less - Date Issued
- 2019
- PURL
- http://purl.flvc.org/fau/fd/FA00013360
- Subject Headings
- Social media, Online social networks, Customer loyalty, Relationship marketing, Brand loyalty, Online chat groups
- Format
- Document (PDF)