This section contains information about articles under review and waiting for publication in next issues of the journal.

Cross-cultural Comparison of the Processes and Outcomes of Buyer-Seller Negotiations through Instant Messaging: Hong Kong Chinese vs. Americans

Guang Yang, Assistant Professor of Marketing, Howard University, USA; Associate Professor of Marketing, Dalian University of Technology, China

Abstract. This paper examines culture's effect on the processes and outcomes of buyer-seller negotiations conducted through instant messaging (IM). The effects were examined by comparing Hong Kong (H.K.) Chinese intra-cultural negotiations with U.S. intra-cultural negotiations. The high-low context of culture (Hall, 1976) and ingroup/outgroup bias of the cultures were found to influence negotiation behaviors and outcomes in the IM condition. Theoretically, the IM condition was considered a low context communication medium relative to face-to-face. Results show that negotiators from high context culture (H.K.), who may consider negotiating partners as outgroup members, used more distributive tactics, needed significantly longer time, and achieved lower Pareto efficiency and less joint satisfaction than negotiators from low context culture (U.S.), who do not distinguish strongly ingroup vs outgroup members, and high-low context of the media. Negotiation tactics were found to mediate the effect of culture on Pareto efficiency. These results suggest that culture influences outcome variables through processes variables for negotiations conducted through a low context medium.

The experience and international diversity factors in computer-based marketing simulations

J. Bryan Hayes, D.B.A., Associate Professor of Marketing, Mississippi College, USA
Rice P. York, Ph.D., Associate Professor of Marketing, Mississippi College, USA
Retha Price, D.B.A., Assistant Professor of Marketing, Mississippi College, USA

Abstract. The use of computer-based simulations in both undergraduate and graduate marketing courses has become commonplace. One result of their popularity has been an increase in the number of MBA students having previous experience with a business or marketing simulation as an undergraduate. Also, the proliferation of intensive English programs at American universities has led to increasing international diversity among MBA students at these universities. These phenomena have raised concerns that teams having an experienced member enjoy an advantage over those that do not, and that teams consisting solely of American students possess an advantage over those that contain foreign students. Businesses are also using simulations as part of sales and marketing management training where similar concerns apply. This study uses data collected from 47 teams over a 5-year period to examine whether these concerns are justified. The results suggest that having a team member with previous experience does not contribute significantly to simulation success and that international diversity among team members does not harm and may enhance performance.

Reseller relationship in high-technology sales management: a dual perspective

Shuanghong Niu, PhD at Helsinki University of Technology, Department of Marketing and Management, marketing manager in a multi-international company, Finland
Petri Parvinen, Professor at Helsinki School of Economics, Department of Marketing and Management, and a researcher director at Helsinki University of Technology, Finland

Abstract. The main contribution of this study is the suggested framework for applying inter-organizational theories in Value-Added Reseller relationships, and the identification of the underlying factors in VAR relationship management. This framework also shows the most important factors to be focused on (mutual business needs, trust, open communication and end-customer satisfaction). Additionally, factors (competence enabling, regular activities between supplier and VARs) are also added. This integrated framework with all the important factors provides a holistic view of VAR relationship management. More specially, this study tries to fill a significant research gap in applying well-established multi-theories to the important factors of VAR relationship management in a defined context from a dual perspective.

A conceptual model of consumer sophistication

Jeanny Y. Liu, Assistant Professor of Marketing, University of La Verne, College of Business & Public Management, USA

Abstract. The purpose of this study is to conceptualize and characterize on the construct of consumer sophistication. With the captured web analytics and rich information available, identifying and capturing sophisticated consumers have becoming increasingly important for organizations. This paper explores the dynamics and incorporates both the antecedents and the consequences of such consumer class. Drawing upon existing literature, this paper provides a preliminary model to dimensionalize the construct of consumer sophistication. Eight dimensions have been used to explain the antecedents of the construct followed by the consequences of sophistication. Based on the model, a sophisticated consumer appear to be related to his or her search orientation, knowledge and experiences within the product category, market maven characteristics, brand value orientation and innovativeness. This study proposes that it is a construct that needs to be explored and a systematically reliable measure must be created.

Impact of managers emotional intelligence on marketing creativity in Jordan commercial banks

Tareq N. Hashem, Assistant Professor, Marketing Department, Philadelphia University, Amman, Jordan

Abstract. This study aims to investigate the Impact of Managers Emotional Intelligence on Marketing creativity in Jordan Commercial Banks.
The study uses the descriptive analytical approach since such approach is suitable for studying the relationship between emotional intelligence and Marketing creativity in Jordan commercial bank. The study population consists of all employees in Jordan's commercial banks amounting 13 banks. Due to the number of the study population which is large enough, the researcher selected a convenient sample totaling 500 employees. The questionnaire was distributed over the sample, 392 ones were collected that is 78.4% of the whole sample.
The study results indicated that there is high impact of emotional intelligence and its components of (self-awareness, and emotions control, motivation, social skills, empathy) on Marketing creativity in Jordan commercial banks. As well, this impact does not differ according to staff member's personal and functional variables (sex, age, education, marital status and experience).
This study is considered as the first study conducted in this topic in Jordan and it can be used as a starting point for further researches in this field.

The 2020 strategic marketing agenda

Marcos Fava Neves, PhD., Professor of Planning and Strategy, FEARP Business School, University of Sao Paulo, Brazil

Abstract. This article addresses the importance of having an agenda of research that is useful for industries, government and organizations. It departs from concepts that will be keen in the next 10 years, related to sustainability of business operations, and the importance of considering a company as a network of relationships and contracts. Then, a 10 topic list of research points is addressed, in order to contribute to the community of researchers that will contribute to Marketing Studies. These points are empowerment, simplicity, technology, emerging consumers and markets, integration of economy, climate and environment, risk management and network value reengineering. In all these topics, a research agenda is designed, including sub-topics that will be useful to understand business and marketing.

Innovation management in the German Savings Banks Association - appraisal and perspectives

Wolfgang Gerstlberger, Associate Professor, University of Southern Denmark, Department of Marketing & Management, Integrative Innovation Management unit, Denmark
Michael Kreuzkamp, Back Office Corporate Center Director, Savings Bank Dresden, Germany
Alex da Mota Pedrosa, Assistant Professor, University of Southern Denmark, Mads Clausen Institute, Integrative Innovation Management unit, Denmark

Abstract. In the European public (financial) service industry the innovation management has not been systematically investigated yet, although this industry is highly important for economic growth and employment in Europe. Due to the financial crisis this industry is currently receiving additional attention by European policy makers and researchers. We studied German savings banks using a quantitative survey in order to contribute to a more systematically empirical investiga-tion of the current status of innovation management in one of the most important service industries in Europe. The central result of our empirical study highlights that highly innovative financial service companies differ from less inno-vative companies in the way the top management supports the innovation development activities and how customer focused the companies are. Based on these findings we put forward recommendations on how to investigate and plan holistic innovation management in the European financial and (public) service industry in general.
We present evidence relating to the growing need for innovation management in financial institutions by the example of German Savings Banks. Our survey investigated the innovation activities in German savings banks for the first time. Our study is based on the question "How innovative are German savings banks and their corresponding associations?" The presented findings are based on descriptive and multivariate statistical analyses. The recommended procedures can be transferred to other public welfare companies.

Strengthening event study methodology to the promotion management field based on Flyvbjerg’s methodological guidelines on critical case study

George S.Spais, Ph.D., Adjunct Lecturer of Marketing, Dept. of Agricultural Economics and Rural Development, Agricultural University of Athens, Greece

Abstract. This paper examined the possibility of an extension of Fyvbjerg’s conceptualization of critical case study research methodology for the introduction of event study methodology assumptions and best practices to the promotion man-agement field. First, it attempted to do this by categorizing fifty (50) identified empirical papers into Bent Flyvbjerg’s methodological guidelines for a reformed social science. These guidelines were directly and implicitly equated with the assumptions and best practices of event study methodology. Second, an extended summary of each of the studies was provided. Third, the occurrence of each category was presented in these three (3) sections; the paper provided nine (9) summary points and seven (7) interpretive claims. The discussion section assessed the extent to which these points and claims have addressed the stated aim of the paper, it reviewed whether the claims were unique in relation to existing literature and explored some implications and future possibilities. In conclusion, we stated that the extension of Flyvbjerg’s conceptualization of critical case study research method seemed to become one of the most promising research methodology theories in the promotion management literature.