Jodie Conduit
University of Adelaide, Business School, Faculty Member
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Both health care practice and academe recognize that organizations should modify their business practices to adopt cocreative behaviors and a service-dominant orientation. However, research has provided little understanding of the... more
Both health care practice and academe recognize that organizations should modify their business practices to adopt cocreative behaviors and a service-dominant orientation. However, research has provided little understanding of the organizational culture that supports and facilitates cocreation. Contemporary organizational culture models are constrained from explaining cocreation, as they differentiate between an internal and external focus and do not acknowledge the interconnectedness of all actors across traditional organizational boundaries. This research conceptualizes organizational culture from a service-dominant perspective and provides a framework for a cocreation culture type. It utilizes two case studies in the health care industry, inclusive of 10 in-depth interviews and six focus groups, to conduct a systematic inductive approach to concept development. The findings reveal that a cocreation culture comprises five core cocreation behaviors: coproduction, codevelopment, coadvocacy, colearning, and cogovernance. Additionally, a series of supportive cocreation behaviors stimulate the interactive nature of cocreation: dialogue, shared market intelligence, mutual capability development, and shared decision-making. These behaviors are underpinned by organizational values of mutual respect, empowerment, and mutual trust. Health care practitioners are encouraged to create opportunities for customers to participate in cocreation activities related to their own treatment plans, ongoing strategic planning, and promotion and governance of the organization.
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Reputation is critical for institutions wishing to attract and retain students in today's competitive higher education setting. Drawing on the resource based view and configuration theory, this research proposes that Higher Education... more
Reputation is critical for institutions wishing to attract and retain students in today's competitive higher education setting. Drawing on the resource based view and configuration theory, this research proposes that Higher Education Institutions (HEIs) need to understand not only the impact of independent resources but of resource configurations when seeking to achieve a strong, positive reputation. Utilizing fuzzy set qualitative comparative analysis (fsQCA), the paper provides insight into different configurations of resources that HEIs can utilize to build their reputation within their domestic and international student cohorts. Specifically, the results of a survey of current students at an Australian university distinguish nine diverse resource configurations leading to HEI reputation for domestic students. Reputation in the international cohort, on the other hand, is associated with six configurations, centered around learning support and campus life. Theoretical and managerial implications for HEIs are provided leading to directions for future research.
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A large-scale mail survey of some 200 Australian subsidiaries of multinational organizations aimed to identify a possible relationship between organizational size-related variables and the degree of centralization enforced by the... more
A large-scale mail survey of some 200 Australian subsidiaries of multinational organizations aimed to identify a possible relationship between organizational size-related variables and the degree of centralization enforced by the multinational in relation to marketing decision making. The findings—that size and centralization are not correlated for each marketing mix variable—enhance previous literature on this issue, whose studies combined all marketing
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Humanity is depleting the planet’s natural resources at an unsustainable rate. The pursuit of a circular economy is a strong, viable means of reversing this trend; however, it will require users to take responsibility for the proper... more
Humanity is depleting the planet’s natural resources at an unsustainable rate. The pursuit of a circular economy is a strong, viable means of reversing this trend; however, it will require users to take responsibility for the proper application and protection of resources for future generations. While the daily practices of users play a significant role in enabling a circular economy, this role has largely been overlooked in current literature. Our research synthesizes knowledge from the circular economy and marketing literatures, and draws on stewardship theory to better understand the user’s role in the circular economy. Specifically, we introduce a resource stewardship framework from a user perspective. This framework specifies a set of user circularity practices to minimize the extraction of finite resources, while conserving and regenerating resources already in circulation for future use. These practices occur at various stages in the resource life cycle and include minimizing...
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Charities engage customers with their cause to encourage charity support behaviours (CSB) and often use storytelling to create that impact. We argue that mechanisms underpinning this process manifest in the story recipients’ engagement... more
Charities engage customers with their cause to encourage charity support behaviours (CSB) and often use storytelling to create that impact. We argue that mechanisms underpinning this process manifest in the story recipients’ engagement with a sequence of focal objects—from the story (i.e. through narrative transportation) to the cause it concerns (i.e. customer engagement), to the charity that supports the cause (i.e. CSB). An online survey (n = 585) required participants to alternatively read a story of a person experiencing homelessness or a general text about homelessness. Results show that narrative transportation leads to CSB through different cognitive, affective, and conative customer engagement paths. Using both narrative and non-narrative text, managers can appeal to specific dimensions of customer engagement to elicit high and low involvement CSB.
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Contemporary management has seen a shift in innovation practices to harness the knowledge and creativity of customers, and other stakeholders, through collaborative platforms that facilitate the co-creation of innovation. While an... more
Contemporary management has seen a shift in innovation practices to harness the knowledge and creativity of customers, and other stakeholders, through collaborative platforms that facilitate the co-creation of innovation. While an emerging body of literature emphasises the role of co-creation in innovation, marketing and service researchers have not considered the role of customer creativity in this process. Commonly creativity is considered through the number of ideas generated as outcomes, but this study investigates the essence of customer creativity through an individual’s creative self-efficacy, creative role identity, and ideational behavior, and in doing so takes a socio-cultural approach to creativity to arrive at new, innovative ideas. We develop a conceptual model that explicates the individual, social and system drivers of the customers’ ideational behaviour and willingness to participate in co-creation for innovation, and the self-enrichment that emerges from the innovation task and community.
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This thesis was scanned from the print manuscript for digital preservation and is copyright the author. Researchers can access this thesis by asking their local university, institution or public library to make a request on their behalf.... more
This thesis was scanned from the print manuscript for digital preservation and is copyright the author. Researchers can access this thesis by asking their local university, institution or public library to make a request on their behalf. Monash staff and postgraduate students can use the link in the Reference field.
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Purpose While businesses seek to engage customers, their efforts are often met with varied results, as some customers are more predisposed to engage than others. Understanding customers’ dispositions to engage is central to understanding... more
Purpose While businesses seek to engage customers, their efforts are often met with varied results, as some customers are more predisposed to engage than others. Understanding customers’ dispositions to engage is central to understanding customer engagement, yet research examining customer engagement dispositions remains sparse and predominantly focused on personality traits. This paper aims to consider the general nature of a disposition and draws on qualitative findings to depict a framework for customer engagement dispositions. Design/methodology/approach To investigate customer engagement dispositions comprehensively and in-depth, an exploratory qualitative approach was adopted. In total, 20 semi-structured in-depth interviews were conducted with customers in ongoing relationships with financial planners residing in Australia. Findings Nine attributes reflecting customer engagement dispositions emerge from the data. These include the customer’s internal tendency to engage (confidence, desire for control, extroversion and enthusiasm); a tendency to engage determined in the interaction with the service provider (sense of similarity, sense of social connection and trust in the service provider); and the capacity to engage (expertise and knowledge and time availability). Research limitations/implications This study provides a conceptual foundation for future empirical measurement of customer engagement dispositions and their nomological network. Practical implications This study establishes a foundation for managers to build distinct engagement disposition profiles and segments and target initiatives to maximize engagement activity. Originality/value This research challenges the view of customer engagement dispositions as largely personality factors, or exclusively cognitive and emotional dimensions of engagement, and offers a comprehensive framework reflecting a customer’s disposition to engage with a service provider.
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Editorial, Roderick J. Brodie, Linda D. Hollebeek and Jodie Conduit Part 1: Engagement Conceptualisations 1. Customer Engagement and Value Co-creation, Matthew Alexander and Elina Jaakkola 2. Economic Outcomes of Customer Engagement:... more
Editorial, Roderick J. Brodie, Linda D. Hollebeek and Jodie Conduit Part 1: Engagement Conceptualisations 1. Customer Engagement and Value Co-creation, Matthew Alexander and Elina Jaakkola 2. Economic Outcomes of Customer Engagement: Emerging findings, contemporary theoretical perspectives, and future challenges, Sander F. M. Beckers, Jenny van Doorn and Peter C. Verhoef 3. Partner Engagement: A perspective on B2B engagement, Shiri D. Vivek, Vivek Dalela and Sharon E. Beatty4. Exploring Customer Engagement: A multi-stakeholder perspective, Linda D. Hollebeek Part 2: Engagement, Interactivity, Social Media and Technology 5. Creating Brand Engagement on Digital, Social and Mobile Media, Edward C. Malthouse, Bobby J. Calder and Mark Vandenbosch 6. Social Media Engagement: A construct of positively and negatively valenced engagement behaviours, Rebecca Dolan, Jodie Conduit and John Fahy 7. Nature and Purpose of Engagement Platforms, Christoph F. Breidbach and Roderick J. Brodie 8. Customer Engagement in Technology-Based and High-Contact Interfaces, Katrien Verleye and Arne De Keyser 9. Website Engagement, Antonio Hyder and Enrique Bigne Part 3: Managerial Applications of Engagement 10. Strategic Drivers of Customer and Employee Engagement: Practical applications, Christopher Roberts, Frank Alpert and Carissa Roberts 11. Customer Engagement with a Service Offering: A framework for complex services, Sylvia Ng, Carolin Plewa and Jillian C. Sweeney 12. Brand Co-creation Through Social Actor Engagement, Kamer Yuksel, David Ballantyne, and Sergio Biggemann 13. Extending the Tourism Experience: The role of customer engagement, Kevin Kam Fung So, Ceridywn King and Beverley Sparks Part 4: Emerging Customer Engagement Contexts 14. Developing a Spectrum of Positive to Negative Citizen Engagement, Jana Lay-Hwa Bowden, Vilma Luoma-Aho, and Kay Naumann 15. Negative Customer Brand Engagement: An overview of conceptual and blog-based findings, Biljana Juric, Sandra D. Smith and George Wilks
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The benefits of co-creating with customers for innovation are widely acknowledged within service marketing and innovation literature (e.g. Trischler et. al., 2017; Gustafsson et al., 2012 and Chan et al., 2010). However, as more... more
The benefits of co-creating with customers for innovation are widely acknowledged within service marketing and innovation literature (e.g. Trischler et. al., 2017; Gustafsson et al., 2012 and Chan et al., 2010). However, as more organizations utilise customer resources in the co-creation of innovation, there is competitive pressure to enable customers to perform better as creative agents. Yet, little is known about how to activate and leverage customer creativity · to enhance the co-creation of innovation, particularly within online communities. Research recognises the complexities regarding co-creation with customers for the purpose of innovation (e.g. Gemser and Perks, 2015; Mahr et al., 2014; Trischler et al., 2017). These complexities are apparent, as managers must manage for the individual, socio-cultural and environmental factors that facilitate meaningful new ideas through individual and collective creativity within online communities (Amabile and Conti, 1997).Therefore, activating the link between customer creativity and co-creation for innovation requires a deeper understanding of the conditions that drive such pursuits.
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Purpose Organizations increasingly seek to leverage open innovation (OI) communities to generate and advance novel ideas through collaborative innovation efforts of their members. However, success is far from guaranteed, as OI communities... more
Purpose Organizations increasingly seek to leverage open innovation (OI) communities to generate and advance novel ideas through collaborative innovation efforts of their members. However, success is far from guaranteed, as OI communities can only thrive depending on individual and collective member contributions. This study aims to examine individual and social determinants that encourage members to first generate novel ideas, then collaboratively advance these ideas through cocreation with other members, a process this study terms member “(co)creativity.” Design/methodology/approach A survey design was used to collect data from 301 OI community members, which this study analyzed through component-based structural equation modeling using the partial least squares (PLS) method. Findings Drawing on componential theory of creativity and innovation, this study demonstrates the role of members’ creative identity, creative self-efficacy and domain-relevant knowledge as determinants for their novel idea generation. While novel idea generation leads to members’ participation in collaborative innovation, this relationship is partially mediated by members’ willingness to cocreate in this process. This process is further conditioned by social determinants and leads to members’ creative self-enrichment as a result of collaborating in OI communities. Research limitations/implications Taking a member perspective, this study advances marketing innovation theorizing by investigating critical determinants of effective OI communities, informing managers about success factors that promote collaborative innovation in OI communities. Practical implications This helps overcome rather reductionist innovation models and highlights interdependencies between the individual and social determinants from a theoretical perspective while helping managers better understand important OI member profiles and social aspects that can foster the success of OI communities. Originality/value To the best of the authors’ knowledge, this study is the first to examine the notion of member (co)creativity in OI communities and its determinants for effective collaborative innovation. This study also demonstrates self-enrichment as an important outcome of (co)creativity.
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Companies invest considerably in event experiences; however, many are criticised for hosting events without understanding the full extent of their impact, or how to optimise their design. To benefit from event experiences, it is critical... more
Companies invest considerably in event experiences; however, many are criticised for hosting events without understanding the full extent of their impact, or how to optimise their design. To benefit from event experiences, it is critical to consider not only how customers engage with the event, but also how event engagement transfers to engagement with the host brand to ultimately drive brand loyalty. This paper empirically explores the role of customer event engagement in facilitating brand engagement, within the context of branded marketing event experiences. Surveying attendees of such branded event experiences, six Australian wine brands, running 10 diverse events, agreed to collaborate in the research, yielding a total response of 274 participants. Results indicate that, for emotional, sensorial, pragmatic and relational experiences, event engagement fully mediates the relationship with customer brand engagement. Furthermore, it is the engagement with the host brand, rather than engagement with the event, that facilitates the effect on behavioural intentions of loyalty. These findings suggest that viewing engagement with a single focus (i.e., only event or only brand engagement) provides limited insight and does not uncover the true impact of event experiences; it is only through exploring the interrelationships between the engagement foci that we can truly understand how event experiences impact behavioural brand loyalty. This offers important managerial implications to facilitate engagement transfer (i.e., between event and brand), while drawing on associative network theory to explain how customer engagement spills over from the event to the brand and better account for the interdependence across engagement objects.
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Jana Lay-Hwa Bowden, Jodie Conduit, Linda D. Hollebeek, Vilma Luoma-aho, and Birgit Andrine Apenes Solem
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PurposeService managers increasingly strive to achieve sustainability through strategies centered on circularity. With a focus on saving, extending and (re)generating resources and their enclosing service systems, circularity can... more
PurposeService managers increasingly strive to achieve sustainability through strategies centered on circularity. With a focus on saving, extending and (re)generating resources and their enclosing service systems, circularity can contribute to environmental, social and financial gains. Yet, the notion of circularity is surprisingly understudied in service research. This article seeks to provide an initial conceptual understanding of circular service management, introducing illustrative strategies and research priorities for circular service management. This paper provides a roadmap for scholars, practitioners and policymakers to develop a deeper understanding of the opportunities from adopting circular services.Design/methodology/approachThe authors explore the concept of circular service management by drawing upon existing literature on sustainability, circularity and service research. Strategies of circular service management and research priorities emerge on the basis of industry...
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Customer engagement (CE) is an emerging perspective that provides a holistic view of the ways in which customers’ interactive experiences with organizations create value for both the parties. Central to this, is the need to develop an... more
Customer engagement (CE) is an emerging perspective that provides a holistic view of the ways in which customers’ interactive experiences with organizations create value for both the parties. Central to this, is the need to develop an understanding of why a customer would choose to invest their resources (cognitive, emotional, and behavioral) with an organization, to be able to better facilitate this engagement and properly value the outcomes from it. Sport, with its inherently strong interactions for both participants and fans, would seem an ideal setting to study CE. To date, however, the CE work in sport domains has largely followed established paths. Given CE’s potential to unify many disparate areas of sport research, this paper presents a comprehensive review of the CE work to date and highlights several ways sport can leverage and advance this work through both academic research and management practice.
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Supplemental Material, DS_10.1177_0022242919830958 for Market Intelligence Dissemination Practices by Gary F. Gebhardt, Francis J. Farrelly, and Jodie Conduit in Journal of Marketing
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Never before have social media platforms been more powerful in engaging customers in their daily life with the user-generated contents shared by like-minded consumers. However, there have been very few scholarly attempts to identify the... more
Never before have social media platforms been more powerful in engaging customers in their daily life with the user-generated contents shared by like-minded consumers. However, there have been very few scholarly attempts to identify the impact of social media engagement on customer attitude and behaviour toward the brand. Accordingly, drawing on social information processing theory, the principal focus of this study is to develop the propositions regarding the influence of social media engagement on customer perception toward the brand, and, subsequently, on the intention of purchasing the brand product/services. Further, the study argues the mediating effect of the adoption of electronic Word-of-Mouth on engaged users in driving their brand perception when they utilise the shared information on social media to shape their perception about the brand competence and warmth in deliver its brand promise. In addition, the research also examines the moderating roles of online savviness an...
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Purpose Market shaping research predominantly focusses on the activities of the market shaper, rather than the equally important roles of other market actors. Market shapers may enhance resource density and value creation within markets,... more
Purpose Market shaping research predominantly focusses on the activities of the market shaper, rather than the equally important roles of other market actors. Market shapers may enhance resource density and value creation within markets, yet such influences cannot exhaustively explain how markets get shaped. Other market actors also must and do exert effort in the value co-creation processes; this study aims to explore the effects of reducing their efforts, as a mechanism to facilitate market shaping. Design/methodology/approach This conceptual paper uses a theory adaptation approach to link value co-creation with market shaping and effort. It offers a conceptual framework and five propositions that outline the role of effort reduction in the value co-creation process to achieve market shaping. Findings The proposed conceptual framework indicates how enhanced resource density, resulting from the firm’s market shaping activities and reduced effort lead to enhanced value creation for ...
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ABSTRACT Online communities provide consumers with an avenue to harness the collective power of their members and advocate changes to products and services of an organization. Drawing on social identity theory, we conduct a series of... more
ABSTRACT Online communities provide consumers with an avenue to harness the collective power of their members and advocate changes to products and services of an organization. Drawing on social identity theory, we conduct a series of studies to conceptualize, refine, and validate a measure of “collective empowerment in online communities”. We demonstrate its dimensional structure comprising cognitive, emotional, behavioral, and relational empowerment. The four-dimensional empowerment construct provides a foundation for further consumer research to explore the effects of online collective empowerment on consumer behavior outcomes. Managerially, marketers can use the measure to track members’ perceptions and leverage the efforts of their online community.
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Student engagement in the classroom is well recognised as crucial for student success; however, the importance of engaging students beyond the classroom, in the broader university context, is often overlooked. This study examines how... more
Student engagement in the classroom is well recognised as crucial for student success; however, the importance of engaging students beyond the classroom, in the broader university context, is often overlooked. This study examines how students engage with the university through their interactions with other students, conceptualised as ‘social brand engagement’. Orientation events provide opportunities for students to interact in a way that is facilitated by, and relevant to, the university. This study investigates the role of four experiential components (intellectual, affective, behavioural, and sensory experiences) in facilitating social brand engagement and the subsequent effect on word-of-mouth behaviour. We surveyed 223 students across 10 orientation events held at an Australian university. Path analysis indicates that intellectual, sensory and behavioural experiences have a significant impact on social brand engagement, which in turn positively impacts word-of-mouth behaviour. ...
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Purpose Despite recognition that organizations operate in interrelated service systems, extant literature has focused strongly on dyadic engagement relationships (e.g. customer-to-brand). Taking into account the multiple engagement foci... more
Purpose Despite recognition that organizations operate in interrelated service systems, extant literature has focused strongly on dyadic engagement relationships (e.g. customer-to-brand). Taking into account the multiple engagement foci that exist within a service system, the purpose of this paper is to examine the interdependence among engagement with these multiple foci in a higher education setting. Specifically, the research investigates different configurations of engagement dimensions with the service provider and brand as they pertain to engagement with the study context. Design/methodology/approach A total of 251 students were surveyed in regards to their engagement with a service provider (lecturer), brand (university) and study context. Data analysis utilized Fuzzy set qualitative comparative analysis to identify the unique combinations of causal condition consistent with high student engagement with the study context. Findings Five solutions were identified, each with a d...
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Purpose Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement... more
Purpose Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to explore both positively and negatively valenced consumer engagement with multiple engagement objects, the interplay between these, and the spillover effect from consumers’ engagement with the OBC to their engagement with the brand. Design/methodology/approach Drawing on 16 in-depth interviews with OBC members of a luxury accessory brand, a constant comparative method was adopted using axial and selective coding procedures. The objective was to understand the nature of participants’ engagement with the brand, the OBC, and the interplay between individuals’ engagement with these objects. The coding framework and resultant interpretive frameworks address engagement valence, outcomes, and direction. ...
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Both health care practice and academe recognize that organizations should modify their business practices to adopt cocreative behaviors and a service-dominant orientation. However, research has provided little understanding of the... more
Both health care practice and academe recognize that organizations should modify their business practices to adopt cocreative behaviors and a service-dominant orientation. However, research has provided little understanding of the organizational culture that supports and facilitates cocreation. Contemporary organizational culture models are constrained from explaining cocreation, as they differentiate between an internal and external focus and do not acknowledge the interconnectedness of all actors across traditional organizational boundaries. This research conceptualizes organizational culture from a service-dominant perspective and provides a framework for a cocreation culture type. It utilizes two case studies in the health care industry, inclusive of 10 in-depth interviews and six focus groups, to conduct a systematic inductive approach to concept development. The findings reveal that a cocreation culture comprises five core cocreation behaviors: coproduction, codevelopment, coa...
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Purpose This study aims to use social media data to identify brand communication strategies on Facebook. The analysis uncovers trends and statistics regarding engagement rates. This research leads to the development of a future research... more
Purpose This study aims to use social media data to identify brand communication strategies on Facebook. The analysis uncovers trends and statistics regarding engagement rates. This research leads to the development of a future research agenda for social media and engagement research. Design/methodology/approach The Facebook Insights data of 12 wine brands over a 12-month period informed this study. Descriptive analysis was undertaken to examine the social media communication strategies of these brands. The impact of these strategies on engagement metrics is also examined. Findings The findings demonstrate a low rate of engagement among the users of the wine brand Facebook pages. A majority of Facebook fans rarely engage with the brands. The results demonstrate that user engagement varies depending on the day of the week and hour of the day of the brand post. Practical implications Wine brands can use these findings as a guideline for effective practice and as a benchmarking tool fo...
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We are confident this Special Issue will generate scholarly discussion and debate, as well as act as a catalyst in advancing marketing-based engagement research. We thank each of the contributing authors, and in this commentary,... more
We are confident this Special Issue will generate scholarly discussion and debate, as well as act as a catalyst in advancing marketing-based engagement research. We thank each of the contributing authors, and in this commentary, synthesise our key reflections regarding the current state of engagement research, and identify key areas for further research in this area, which emanate from this Special Issue.
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Abstract Marketing education increasingly recognizes the active role of students in their learning experience. Students co-create learning outcomes through interacting with course resources and other students. However, there is little... more
Abstract Marketing education increasingly recognizes the active role of students in their learning experience. Students co-create learning outcomes through interacting with course resources and other students. However, there is little understanding of the factors that support the development of students’ ability to interact in this learning environment. This paper examines the influence of individual and group characteristics that exist at group formation, on the development of the group and ultimately its interaction capabilities. We identify that individual goal orientation and motivation predict shared academic goals and commitment to learning. Over a period of time, these factors promote a shared vision and recognition of peer learning opportunities provided by the course, and subsequently drive student interaction capabilities. The results imply that in order to enhance interaction among students, marketing educators should focus efforts on developing peer learning opportunities and consider individual and group goals and commitment to learning when forming student groups.
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Modern consumers are engaged in online communities where interaction with paying and non-paying customers impacts their knowledge and perceptions of marketing strategies such as dynamic pricing practice. Given the increased transparency... more
Modern consumers are engaged in online communities where interaction with paying and non-paying customers impacts their knowledge and perceptions of marketing strategies such as dynamic pricing practice. Given the increased transparency of pricing strategies due to information sharing via online platforms, service providers need to understand the extent to which online communities influence consumer perceptions of price fairness. Drawing from social information processing and social identity theories, we argue that online community engagement is positively related to consumers’ perceptions of the fairness of dynamic pricing strategies, and this relationship is fully mediated by community norms and rule familiarity. We further find the positive effect of community norms on perceived price fairness is stronger among consumers with a higher degree of online savviness.
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Marketers and event organizers have long viewed sponsorship as a way to fund events and garner public attention for brands. Recent years has seen brands employ event techniques in their own right, with specific intent of more directly... more
Marketers and event organizers have long viewed sponsorship as a way to fund events and garner public attention for brands. Recent years has seen brands employ event techniques in their own right, with specific intent of more directly influencing the consumer's attitude toward the brand. We propose a conceptual framework for how those events affect consumers across the range of “typical” consumers that attend events. This is done through proposing a typology of experiential involvement that demonstrates the likely impact an event will have on a consumer; events are categorized as educational or entertainment. Combining the typology with event types we propose a hierarchy of effectiveness for researchers and practitioners to consider and further research.
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Market orientation contnbutes to organizational performance but what are the antecedents to superior market orientation. This paper empirically tests and establishes the relationship between internal customer orientation and market... more
Market orientation contnbutes to organizational performance but what are the antecedents to superior market orientation. This paper empirically tests and establishes the relationship between internal customer orientation and market orientation. The paper informs on the antecedents to internal customer orientation and market orientation.
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Health care customers are demanding a more active role in the provision and development of health care services, a position supported by government health care policy in Australia. However, many health care organisations lack an... more
Health care customers are demanding a more active role in the provision and development of health care services, a position supported by government health care policy in Australia. However, many health care organisations lack an understanding of the capabilities required to respond to this increased participation from customers. This study applies dynamic capability theory through a lens of co-creation to identify organisational capabilities that support customer participation in health care service innovations. A qualitative approach using convergent interviews with health care CEOs and senior managers was undertaken. As a result, four categories of organisational capabilities were identified: customer activation, organisational activation, interaction capabilities, and learning agility. Despite acknowledging the need for these capabilities, most health care organisations perceived they had not developed the required skills and resources. This study provides an insight into the org...
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ABSTRACT Current marketing paradigms recognise a need for organisations to create value for both internal and external customers. However, jointly pursuing an internal and external customer focus has been argued to be both synergistic and... more
ABSTRACT Current marketing paradigms recognise a need for organisations to create value for both internal and external customers. However, jointly pursuing an internal and external customer focus has been argued to be both synergistic and contradictory. Using cluster analysis, this paper develops a typology on the basis of employees’ perceptions of their organisation’s joint pursuit of internal and external customer orientation. This allows an examination of the joint implications of these strategic postures on organisational processes, including information generation, information dissemination, training, communication and human resource practices. The results suggest that employees have the most positive perceptions of organisational processes when they perceive the organisation pursues a strong internal orientation, followed by those organisations that are jointly strong on internal and external customer orientation.
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With rising pressure on firms to demonstrate social responsibility, and an increasing need to justify corporate expenditure, many firms engage corporate volunteering (CV) programs so as to acquire a market advantage with minimal costs. CV... more
With rising pressure on firms to demonstrate social responsibility, and an increasing need to justify corporate expenditure, many firms engage corporate volunteering (CV) programs so as to acquire a market advantage with minimal costs. CV programs develop the human capital of the organisation, whilst also communicating a clear image as a socially responsible organisation to stakeholders. A conceptual framework is presented based on extant theoretical development in the literature and supported by qualitative findings, illustrating these benefits and demonstrating the influence of backstage corporate social responsibility efforts, such as CV, on consumer perceptions of front-stage performance. A preliminary quantitative analysis further supports the influence of CV on consumer perceptions, providing further support for future research examining CV as an internal and external CSR initiative.