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

Process innovation delineated: moving from a producer network to a complements network for creation of customer value solutions

Cory Taylor Cromer, Dr., Assistant Professor of Marketing and Entrepreneurship, Oregon State University, USA

Abstract. In the management and marketing strategy literature, a consensus has developed about the shape of technological evolution, and agreement is now emerging about the major explanation for this phenomenon. Regarding this emergence, prior research suggests that technologies evolve through an initial period of slow growth, followed by one of fast growth, which culminates in a plateau. When plotted against time, the performance resembles an S curve. The purpose of this article is to enhance the understanding of market dynamics, value creation, and competitive advantage in network markets in relation to rates of both product and process innovation, with specific extensions of process innovation. Moreover, why the S curves change between product and process and how a firm may strategically model their technological evolution for the best firm performance. The author presents a framework, an exploratory study and proposed empirical method, in which the outcomes of new products may be modeled for strategic planning in moving from producer networks to complement networks. This is achieved via Marketing Process Innovation for continued competitive advantage and to extract the maximum utility rent from products that have reached a steady rate of innovation.

An empirical analysis of small country import demand function: The case of Guyana 1962- 2002

Hector C. Butts, Associate Professor, Department of Business Administration, Morris Brown College, USA
Ivor S. Mitchell, Distinguished Professor, School of Business, Clark Atlanta University, USA

Abstract. The paper examines import demand in the presence of foreign exchange generated by related foreign exchange supply-channels using annual time series data for Guyana over the period 1960-2002. Using single equations and multivariate co-integration (VAR) and error correction methodology (ECM) we estimated the short-term and long-run relationships between import demand and gross national income and foreign exchange supply channel variables. The elasticities of real exchange rates, exports-as-capacity-to-import, official development assistance, and share-of-aid in gross capital formation are the key determinants of import demand in Guyana. Official development assistance and share of aid to capital formation yielded contrary results. The official development assistance elasticity has a positive impact while the share of aid in gross capital formation elasticity has a negative impact on import demand. Exchange rate and exports-as-a capacity to import elasticities are found to have long-run influences on import demand. There is little evidence that foreign exchange reserve elasticity supports growth in import demand. Two implications stand out; (1) the foreign exchange contributions of international institutions in modeling import demand functions has been established and official aid to capital formation should be allocated to programs and projects where it will have the greatest positive impact for growth and development in Guyana.

Customer Retention Management in Professional Soccer Clubs

Michael Schilhaneck, Dr., University of Applied Management, Germany

Abstract. There are various studies which show a positive correlation between customer retention and corporate success. However, successful customer retention management requires retention measures specifically adapted to the particular branch. As far as professional soccer clubs are concerned, several articles indicate a lack of appropriate retention techniques. Consequently, the following article deals with customer retention management in the professional soccer club setting. General findings relating to customer retention management will be assigned to the chosen field of analysis and modified according to its special requirements. The result of this procedure will be a broad catalogue of customer retention tools for professional soccer clubs. The catalogue will then be organised into a hierarchy based on theoretical considerations as well as empirical findings.

Generations research in the sales arena

Roberta J. Schultz, Ph.D., Associate Professor of Marketing, Western Michigan University, USA
Charles H. Schwepker, Jr., Ph.D., Mike & Patti Davidson Distinguished Marketing Professor, University of Central Missouri, USA
David J. Good, Professor of Marketing, Grand Valley State University, USA

Abstract. Management's ability to cultivate a preferred organizational culture through recruitment, training and development, and retention programs is increasingly important to individual and organizational outcomes including satisfaction, retention, and sales performance. These decisions have become more complex as managers face the largest diversity in the salesforce significantly affected by generational differences (Glass 2007).
This paper reviews the characteristics of three generations (Boomers, Generation X and Millennials) in the workforce today. We propose how generation based values, attitudes and norms suggest differences in three critical salesforce constructs: sales culture, rewards and recognition, and supervisory expectations. In addition, an agenda for generational research is provided to assist in directing future contributions in advancing the sales literature. 

Entrepreneurial and innovative marketing: a systematic review of the literature

Alex Maritz, Australian Graduate School of Entrepreneurship, Swinburne University of Technology, Australia
Anton de Waal, Australian Graduate School of Entrepreneurship, Swinburne University of Technology, Australia

Abstract. The purpose of this paper is to investigate the concepts of entrepreneurial and innovative marketing and how these concepts may be identified in the singular and/or plural context. No comprehensive theory exists in the domain of the integration of entrepreneurship and marketing. This paper proposes a conceptual entrepreneurial and innovative marketing approach from the literature, integrating academic and practice theory. Based upon abstract, generalized and explicit theoretical concepts, this paper is the first to integrate an implicit, intuitive and tacit resource of practice within a single conceptual model. Theoretical underpinnings are developed from a newly conceptualized definition of entrepreneurial and innovative marketing, perspectives on the emerging nature of entrepreneurial and innovative marketing, and models of application of entrepreneurial and innovative marketing. The proposed model facilitates entrepreneurs, innovators and corporate venturers toward establishing high growth ventures. Opportunities for further research are identified from a conceptual and empirical approach. 

Supermarket competition during a price war: the case of Dallas-Fort worth milk market

Benaissa Chidmi, Texas Tech University, USA
Eduardo Segarra, Texas Tech University, USA

Abstract. This paper estimates the effect of a price war on fluid milk supermarket performance in Dallas-Fort Worth. The model is estimated with four-week-ending scanner data from the Dallas Fort Worth milk market area at the supermarket level. First, a discrete choice model is used to estimate the demand for fluid milk at the brand and retail levels. The demand parameters are then used to estimate the price-cost margins before and during the price war under two pricing conduct scenarios: Bertrand and perfect collusive pricing. The results indicate that the Nash-Bertrand price behavior is preferred to the perfectly collusive pricing behavior. In addition, the price-cost margins dropped during the price war for the private label brands that actively participated in the price war. In fact, the Lerner index for these private label products was negative during the price war, consistent with the loss-leader behavior. 

Determinants of electronic branding: an exploratory study

Horst Treiblmaier, Adjunct Professor, Department of Information Systems and Operations, Vienna University of Economics and Business Administration, Vienna, Austria

Abstract. The issue of how to build and successfully maintain brands on the Internet (electronic branding, e-branding, online branding) has gained significant attention from both researchers and practitioners. In this paper we analyze how Austrian companies from different industry sectors manage their e-brands and identify determinants of e-branding. We use a framework, which was originally developed by A.T. Kearney (1999), to assess the impact of the online strategy on e-branding. The results of an empirical survey amongst managers from 13 Austrian companies, including dotcoms and multi-channel retailers, illustrate how companies integrate their online marketing strategies into their overall business concepts. Additionally, the managers assess the importance of communication, content and convenience for their company's e-branding success. Generally speaking, dotcoms see content as the most important success factor. By concentrating on a few cases, we illustrate how the framework from A. T. Kearney (1999) can be applied for categorizing companies. We conclude with suggestions for future refinement.