http://hdl.handle.net/2436/2948 Mon, 20 May 2013 00:48:32 GMT 2013-05-20T00:48:32Z http://hdl.handle.net/2436/74779 Title: An exploration of marketing tactics for turbulent environments Authors: Mason, Roger B.; Staude, Gavin Abstract: This paper proposes that the choice of marketing tactics is influenced by the company’s external environment. It aims to illustrate the marketing tactics suggested for a complex, turbulent environment, when marketing and the environment are viewed through a complexity lens. Design/Methodology/Approach: A marketing mix model, derived from complexity literature, was assessed via a multiple case study to identify the type of marketing mix suggested for a complex, turbulent environment. The study was exploratory, using depth interviews with two companies in the IT industry. Findings: The results tentatively confirmed that the more successful company used a destabilizing marketing mix, and suggest that using complexity theory to develop marketing tactics could be helpful in turbulent environments. Research limitations/implications: The findings are limited by the study’s exploratory, qualitative nature and the small sample. Generalizing should be done with care and therefore further research with larger samples and in different environments is recommended. Practical Implications: This paper will benefit marketers by emphasizing a new way to consider future marketing activities of their companies. The model can assist marketers to identify the tactics to use, dependent on the nature of their environment. Originality/Value: Most work on complexity in marketing has concentrated on strategy, with little emphasis on tactics and the marketing mix. Therefore, this paper is an important contribution to the understanding of marketing mix choices, of interest to both practicing marketers and marketing academics. Description: Research paper Tue, 21 Jul 2009 14:47:06 GMT http://hdl.handle.net/2436/74779 2009-07-21T14:47:06Z http://hdl.handle.net/2436/74777 Title: Management actions, attitudes to change and perceptions of the external environment. A complexity theory approach. Authors: Mason, Roger B. Abstract: This paper, based on complexity theory principles, suggests relationships between environmental turbulence, managers' perceptions of the external environment, attitudes to change, management actions and business success. Data was collected via a case study method, using in-depth interviews, document analysis and observation from two companies each in the computer and packaging industries. Findings reflected a relationship between environmental perceptions and attitudes to change. The more successful firms expected and almost welcomed change, while the less successful companies were victims of change. Overall external environment perceptions, attitudes to change and the resulting management approaches differed between the more successful and less successful companies. Tue, 01 Jan 2008 00:00:00 GMT http://hdl.handle.net/2436/74777 2008-01-01T00:00:00Z http://hdl.handle.net/2436/42184 Title: Mentoring: the knowledge transfer partnership experience in the University of Wolverhampton Business School. Authors: Scarff, William; Harris, Robert Abstract: Knowledge transfer partnerships (ktps), numbering over 100 in the UK, form the background to this paper. Benefits of the partnerships are noted as follows: to the British economy, to the participating company, to the associate or trainee employee and to the University that manages the programmes. Mentoring theory and continuing professional development (cpd) are mentioned, though not extensively. The lead author has developed the unique role of the ktp mentor. The focus is on the mentor’s assistance made available to the associate. Two key strengths, checked with present associates, are identified. The first strength is the utterly confidential nature of the process of mentoring. The second strength is the absence of involvement in the day to day running of any partnership. The mentor is outside the formal management structure, not even taking part in selecting suitable associates. The mentor assists in cpd, in identifying skills, personal strengths and weaknesses, and towards the end of the contract in exploring career options with the associate. At all times the autonomy of the associate is respected. The authors conclude that the mentoring role is valuable well received and that it will continue, building on the key strengths noted above. Tue, 01 Jan 2008 00:00:00 GMT http://hdl.handle.net/2436/42184 2008-01-01T00:00:00Z http://hdl.handle.net/2436/42203 Title: Ethical aspects of aesthetic labour, and links to an earlier concept: sprezzatura. Where next? Authors: Scarff, William Abstract: The term aesthetic labour is considered with reference to earlier literature on the influence of attractiveness on recruitment, selection and retention issues for employees, for Human Resource managers and the processes of selecting candidates for training opportunities. The subjectivity and emotional nature of beauty are both noted. A link for future research is suggested to the term sprezzatura from the Italian Renaissance. An unsettling presence of power is considered as a link between aesthetic labour and sprezzatura. Both terms are considered from an employee choosing to use these methods for self advancement and in the case of aesthetic labour when role requires certain behaviour and image. A research question is posed around the tensions between creating the best image for an organisation and adhering to ‘correct’ Human Resource professional practice, with identification of conflict of personal and organisational ethics. A less well known framework for ethics is introduced. The paper is brought to a close by asking conference members about realistic linkages between aesthetic labour, sprezzatura ethics professionalism the role of the Human Resource manager and power. Tue, 01 Jan 2008 00:00:00 GMT http://hdl.handle.net/2436/42203 2008-01-01T00:00:00Z