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Introduction: Strategic thinking in marketing
Journal of Business Research 66 (2013) 1697
Contents lists available at SciVerse ScienceDirect
Journal of Business Research
Introduction: Strategic thinking in marketing Junyean Moon School of Business and Economics, Hanyang University, ERICA Campus, 1271 Sa-dong, Sangnok-gu, Gyeonggi-do, Republic of Korea
a r t i c l e
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Article history: Received 1 September 2011 Received in revised form 1 October 2011 Accepted 1 November 2012 Available online 28 November 2012 Keywords: Special section Global Marketing Conference Strategic thinking in marketing Korean Scholars of Marketing Science
a b s t r a c t This special section contains three articles which encompass content from presentations at the Global Marketing Conference by Korean Scholars of Marketing Science and Society for Marketing Advances, held in Tokyo, Japan in September 2010. Through a blind review process, six papers were accepted and presented at the “Strategic Thinking in Marketing” track of the conference, and all authors had the opportunity to revise their papers ahead of possible inclusion in this section. A separate round of double blind reviews resulted in these three articles. © 2012 Elsevier Inc. All rights reserved.
Welcome to a special JBR section on strategic thinking in marketing. The papers in this special section deal with interesting and stimulating research issues, including conceptual, methodological, and managerial issues on strategic thinking in marketing. The three papers investigate through disparate perspective issues on strategic thinking in different settings. The first article by Byeong-Jun Moon proposes and tests a model linking a firm's internal and external antecedents, strategic thinking, and marketing performance. The author utilizes group interviews as well as literature reviews in his development of measurement scales, and includes responses from 217 firms out of a population of 758 firms listed in the KOSPI (Korea Composite Stock Price Index). The paper finds as internal factors the attitude of firms' management towards risk taking, the CEO's emphasis on strategic thinking, interdepartmental teams in the organization, and marketing competency, while pointing to market turbulence and technological turbulence foster strategic thinking at the organizational level as external factors. The paper also finds that there is a positive relationship between strategic thinking and marketing performance. The second article by Eunju Ko, Yoo Kyung Hwang, and Eun Young Kim, examines the effects of green marketing actions of department stores on corporate image and consumers' purchase intentions. The
E-mail address: [email protected]. 0148-2963/$ – see front matter © 2012 Elsevier Inc. All rights reserved. http://dx.doi.org/10.1016/j.jbusres.2012.11.005
authors both propose and find that corporate image consists of three factors, including social responsibility, product image, and corporate reputation. The article shows that green marketing actions influence social responsibility and product image, and product image and corporate reputation influence consumer purchase intentions in turn. The authors provide an insight into the role of corporate image, in effect, showing that corporate image fully mediates the relationship between green marketing and consumer purchase intentions. In the next paper, EunMi Lee, Seong-Yeon Park, and Hyun Jung Lee investigate relationships among corporate social responsibility (CSR) activities and the antecedent factors and outcomes. This paper conceptualizes CSR activities as a latent second order factor constituting three dimensions, which are environmental, philanthropic, and ethical CSR activities. The authors look at perceptions of employees, whereas previous research tends to focus on perceptions of customers in their notions of corporate social responsibility. This paper finds that perceived cultural fit and CSR capability affect CSR perceptions, and CSR perceptions, in turn, influence loyalty of employees and their performances. These articles provide a variety of insights into developments in knowledge about strategic thinking in marketing. Diverse perspectives of the papers bring up a multitude of issues and propose issues which should be further researched.
Contents lists available at SciVerse ScienceDirect
Journal of Business Research
Introduction: Strategic thinking in marketing Junyean Moon School of Business and Economics, Hanyang University, ERICA Campus, 1271 Sa-dong, Sangnok-gu, Gyeonggi-do, Republic of Korea
a r t i c l e
i n f o
Article history: Received 1 September 2011 Received in revised form 1 October 2011 Accepted 1 November 2012 Available online 28 November 2012 Keywords: Special section Global Marketing Conference Strategic thinking in marketing Korean Scholars of Marketing Science
a b s t r a c t This special section contains three articles which encompass content from presentations at the Global Marketing Conference by Korean Scholars of Marketing Science and Society for Marketing Advances, held in Tokyo, Japan in September 2010. Through a blind review process, six papers were accepted and presented at the “Strategic Thinking in Marketing” track of the conference, and all authors had the opportunity to revise their papers ahead of possible inclusion in this section. A separate round of double blind reviews resulted in these three articles. © 2012 Elsevier Inc. All rights reserved.
Welcome to a special JBR section on strategic thinking in marketing. The papers in this special section deal with interesting and stimulating research issues, including conceptual, methodological, and managerial issues on strategic thinking in marketing. The three papers investigate through disparate perspective issues on strategic thinking in different settings. The first article by Byeong-Jun Moon proposes and tests a model linking a firm's internal and external antecedents, strategic thinking, and marketing performance. The author utilizes group interviews as well as literature reviews in his development of measurement scales, and includes responses from 217 firms out of a population of 758 firms listed in the KOSPI (Korea Composite Stock Price Index). The paper finds as internal factors the attitude of firms' management towards risk taking, the CEO's emphasis on strategic thinking, interdepartmental teams in the organization, and marketing competency, while pointing to market turbulence and technological turbulence foster strategic thinking at the organizational level as external factors. The paper also finds that there is a positive relationship between strategic thinking and marketing performance. The second article by Eunju Ko, Yoo Kyung Hwang, and Eun Young Kim, examines the effects of green marketing actions of department stores on corporate image and consumers' purchase intentions. The
E-mail address: [email protected]. 0148-2963/$ – see front matter © 2012 Elsevier Inc. All rights reserved. http://dx.doi.org/10.1016/j.jbusres.2012.11.005
authors both propose and find that corporate image consists of three factors, including social responsibility, product image, and corporate reputation. The article shows that green marketing actions influence social responsibility and product image, and product image and corporate reputation influence consumer purchase intentions in turn. The authors provide an insight into the role of corporate image, in effect, showing that corporate image fully mediates the relationship between green marketing and consumer purchase intentions. In the next paper, EunMi Lee, Seong-Yeon Park, and Hyun Jung Lee investigate relationships among corporate social responsibility (CSR) activities and the antecedent factors and outcomes. This paper conceptualizes CSR activities as a latent second order factor constituting three dimensions, which are environmental, philanthropic, and ethical CSR activities. The authors look at perceptions of employees, whereas previous research tends to focus on perceptions of customers in their notions of corporate social responsibility. This paper finds that perceived cultural fit and CSR capability affect CSR perceptions, and CSR perceptions, in turn, influence loyalty of employees and their performances. These articles provide a variety of insights into developments in knowledge about strategic thinking in marketing. Diverse perspectives of the papers bring up a multitude of issues and propose issues which should be further researched.