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Journal articles on the topic 'Proximity Marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 7 February 2022

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1

Garrido-Martinez, Jessenia, and Patricio Medina-Chicaiza. "Electoral Advertising Based on Proximity Marketing." International Business Research 12, no. 9 (August 26, 2019): 52. http://dx.doi.org/10.5539/ibr.v12n9p52.

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This study seeks to propose a strategy for electoral advertising based on proximity marketing. It arises as a response to the problem detected through direct observation and structured interviews with specialists (experts in electoral marketing, politicians, publicists and ICT leaders) which evidenced the lack of technological tools for electoral advertising such as proximity marketing. In addition, theoretical methods and documentary analysis were used. The results include a proposed strategy with the following phases: search for a supplier, planning, multimedia documents, technological conditions, implementation, control.

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Lenglet, François, and Rémi Mencarelli. "Proximity in marketing: An integrating theoretical framework and research agenda." Recherche et Applications en Marketing (English Edition) 35, no. 4 (October 4, 2020): 99–124. http://dx.doi.org/10.1177/2051570720957152.

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Academics and practitioners increasingly focus on the concept of proximity, but the growing literature features a confusing diversity of approaches. This article offers a macro-analytical and conceptually unified vision of proximity. Based on an in-depth analysis of literature, this integrative synthesis offers a fourfold contribution: characterize and classify approaches to proximity, understand the place occupied by proximity in theoretical models in marketing, consider the managerial interest of proximity, and develop propositions for continued research into proximity topics.

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Humphreys, John H. "Transformational leader behavior, proximity and successful services marketing." Journal of Services Marketing 16, no. 6 (November 2002): 487–502. http://dx.doi.org/10.1108/08876040210443373.

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Spiekermann, Sarah, Matthias Rothensee, and Michael Klafft. "Street marketing: how proximity and context drive coupon redemption." Journal of Consumer Marketing 28, no. 4 (June 28, 2011): 280–89. http://dx.doi.org/10.1108/07363761111143178.

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PurposeIn 2009, US coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1 percent. This paper aims to show how recognizing context variables, such as proximity, weather, part of town and financial incentives interplay to determine a coupon campaign's success.Design/methodology/approachThe paper reports an empirical study conducted in co‐operation with a restaurant chain: 9.880 Subway coupons were distributed under different experimental context conditions. Redemption behavior was analyzed with the help of logistic regressions.FindingsIt was found that even though proximity drives coupon redemption, city center campaigns seem to be much more sensitive to distance than suburban areas. The further away the distribution place from the restaurant, the less does the amount of monetary incentive determine the motivation to redeem.Practical implicationsWhen designing a coupon campaign for a company, coupon distribution should not follow a “one‐is‐good‐for‐all‐strategy” even for one marketer within one product category. Instead each coupon strategy should carefully consider contextual influence.Originality/valueThis paper is the first to the authors' knowledge that systematically investigates the impact of context variables on coupon redemption. It focuses on context variables that electronic marketing channels will be able to easily incorporate into personalized mobile marketing campaigns.

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Ma, Yu, P. B. (Seethu) Seetharaman, and Vishal Singh. "A multi-category demand model incorporating inter-product proximity." Journal of Business Research 124 (January 2021): 152–62. http://dx.doi.org/10.1016/j.jbusres.2020.11.036.

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Brown, Cheryl, Jesse E. Gandee, and Gerard D'Souza. "West Virginia Farm Direct Marketing: A County Level Analysis." Journal of Agricultural and Applied Economics 38, no. 3 (December 2006): 575–84. http://dx.doi.org/10.1017/s1074070800022628.

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To understand the factors that influence farm direct marketing, a linear regression model is estimated to test the relationships between county-level direct market sales and socioeconomic, agricultural production, and location characteristics for West Virginia. The results show that higher median housing value, increased population density, a younger population, a greater number of direct market farms, more diversity of fruit and vegetable production and closer proximity to Washington, D.C., increase direct market sales. The results have implications for other states with a large proportion of small and part-time farmers, many of whom are located in close proximity to metropolitan areas.

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Hammerschmidt, Sören. "Print, Proximity, and the Marketing of Richard Phillips: Mediating Richardson." Eighteenth-Century Fiction 29, no. 2 (January 2017): 277–316. http://dx.doi.org/10.3138/ecf.29.2.277.

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Levesque, Nataly, Harold Boeck, and Anna Margulis. "Proximity Marketing in Banking: Lessons from Retail and Entertainment Industries." International Journal of Technology Marketing 13, no. 1 (2019): 1. http://dx.doi.org/10.1504/ijtmkt.2019.10020943.

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Margulis, Anna, Nataly Levesque, and Harold Boeck. "Proximity marketing in banking: lessons from retail and entertainment industries." International Journal of Technology Marketing 13, no. 3/4 (2019): 401. http://dx.doi.org/10.1504/ijtmkt.2019.104584.

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Verma, Surabhi, Sushil S. Chaurasia, and Som Sekhar Bhattacharyya. "The effect of government regulations on continuance intention of in-store proximity mobile payment services." International Journal of Bank Marketing 38, no. 1 (April 16, 2019): 34–62. http://dx.doi.org/10.1108/ijbm-10-2018-0279.

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Purpose This study proposed and tested three comprehensive models of the usage intention of proximity mobile payment services after a government regulation, by integrating the theory of planned behaviour (TPB) and the norm-activation model (NAM). The purpose of this paper is to investigate the effects of moral norms, merchant pro-activeness and perceived government regulation (demonetisation) on users’ continuance intention of proximity mobile payment services. Design/methodology/approach In total, 387 users of proximity mobile payment services in India were surveyed using a structured questionnaire. This study was carried out with shoppers in the Mumbai Metropolitan Region and New Delhi because of the diverse and large population of these cities. Findings The results of this study indicated that: integrating the variables of NAM into the original TPB model enhanced the prediction effect; perceived demonetisation regulation exerted a direct determinant effect as well as moderate effect on continuance usage intention of mobile payment services; also, extended TPB model with perceived demonetisation regulation as moderator could satisfactorily predict the continuance usage intention. Research limitations/implications The results provided insightful evidence for the government and policymakers to outline more effective mandatory regulation policies. Originality/value This investigation attempts to enhance the theoretical understanding of the antecedents of in-store proximity mobile payment services after government regulation (demonetisation) in India.

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Chung, Chune Young, Hong Kee Sul, and Kainan Wang. "A tale of two forms of proximity: Geography and market." Journal of Business Research 122 (January 2021): 14–23. http://dx.doi.org/10.1016/j.jbusres.2020.08.060.

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Daradkeh, Dr Yousef Ibrahim, and Dmitry Namiot. "Network Proximity for Content Discovery." International Journal of Interactive Mobile Technologies (iJIM) 10, no. 1 (January 18, 2016): 45. http://dx.doi.org/10.3991/ijim.v10i1.5031.

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The paper describes our approach for using wireless sensors on mobile phones for delivering new data to mobile subscribers. We propose a new practical approach for social context-aware data retrieval based on mobile phones as a sensor concept. This approach uses Wi-Fi and Bluetooth modules located on mobile phones as sensors for getting proximity information that can open (discover) access to any user generated content or content published in the social networks. A special mobile service (context-aware browser client for Android) can present that information to mobile subscribers. The potential use-cases for the proposed approach include all projects associated with hyper-local news data. For example, news services in Smart City projects, proximity marketing, indoor data delivery, etc..

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Daradkeh, Dr Yousef Ibrahim, and Dmitry Namiot. "Network Proximity for Content Discovery." International Journal of Interactive Mobile Technologies (iJIM) 9, no. 4 (September 25, 2015): 42. http://dx.doi.org/10.3991/ijim.v9i4.4657.

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The paper describes our approach for using wireless sensors on mobile phones for delivering new data to mobile subscribers. We propose a new practical approach for social context-aware data retrieval based on mobile phones as a sensor concept. This approach uses Wi-Fi and Bluetooth modules located on mobile phones as sensors for getting proximity information that can open (discover) access to any user generated content or content published in the social networks. A special mobile service (context-aware browser client for Android) can present that information to mobile subscribers. The potential use-cases for the proposed approach include all projects associated with hyper-local news data. For example, news services in Smart City projects, proximity marketing, indoor data delivery, etc.

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A, Arockia Jeyasheela, and Dr S. Chandramohan. "Techniques of Viral Marketing." Restaurant Business 118, no. 6 (June 11, 2019): 97–99. http://dx.doi.org/10.26643/rb.v118i6.7660.

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This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

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Nejati, Mehran. "Successful cause-related marketing." Strategic Direction 30, no. 8 (July 8, 2014): 35–37. http://dx.doi.org/10.1108/sd-11-2013-0091.

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Purpose – The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign. Design/methodology/approach – Provides a viewpoint article based on the author's experience and expertise. Findings – Through explaining the key factors which impact the success of CRM, this article provided insights to company directors and management consultants. It has been indicated that the three most important attributes of a case for the success of CRM campaigns include importance, proximity and fit of the cause with firm’s core business. Originality/value – Provides a viewpoint article based on the author's experience and expertise.

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Gajanova, Lubica, and Margareta Nadanyiova. "Reshaping of the retail environment due to internet as a global competitor." SHS Web of Conferences 74 (2020): 01005. http://dx.doi.org/10.1051/shsconf/20207401005.

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According to statistics, the number of Slovaks who shop over the Internet is increasing year by year. Compared to the surrounding countries, Slovaks are clearly the leaders in online shopping. Increasing popularity of customers in online shopping leads to a significant decline in number of retail stores. This is a consequence of global technological change. However, businesses and especially retailers themselves can benefit from technological advances in this case as well. All you have to do is choose the right marketing tool. Such tools are undoubtedly the tools of proximity marketing that are used as a communication channel in retail stores. In this paper, we focus on proximity marketing tools that provide a means of creating a personal relationship between a customer and a vendor at the time of physical purchase by a customer in a store. Its aim is to support and increase sales in retail stores, increase consumer satisfaction and build a positive brand image. The aim of the paper is to analyse the possibility of using proximity marketing for Slovak consumers as one of the possibilities of reshaping of the retail environment. This analysis will be realized from demographic and also from psychographic point of view.

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Gahinet, Marie-Christine, and Gérard Cliquet. "Proximity and time in convenience store patronage: Kaïros more than chronos." Journal of Retailing and Consumer Services 43 (July 2018): 1–9. http://dx.doi.org/10.1016/j.jretconser.2018.02.008.

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Willems, Kim, Malaika Brengman, and Stephanie van de Sanden. "In-store proximity marketing: experimenting with digital point-of-sales communication." International Journal of Retail & Distribution Management 45, no. 7/8 (July 10, 2017): 910–27. http://dx.doi.org/10.1108/ijrdm-10-2016-0177.

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Purpose The authors present an exploratory study on the effectiveness of in-store marketing communication appeals via digital signage applying the construal level theory (CLT) in a field experiment. According to this theory, the authors hypothesize that shoppers will on the one hand respond more favorably to messages focusing on the desirability of the offering, when they are further distanced from the actual purchase decision. On the other hand, the authors expect more favorable responses toward messages containing feasibility appeals, positioned closer by to the purchase decision. The purpose of this paper is to determine appropriate location-based content for in-store proximity marketing. Design/methodology/approach A field experiment was conducted in a Belgian coffee bar, examining temporal distance effects in a natural retail/service environment. A 2×2 between-subjects experimental design is implemented (i.e. low vs high temporal distance×concrete/cost vs abstract/brand-oriented appeal), examining the impact on marketing communication effectiveness. Findings Overall, the authors find some initial support for CLT on effectiveness measures regarding purchase intentions and actual purchase, but not in terms of self-reported noticing of the screen and the ad, nor in terms of (un)aided ad recall. Research limitations/implications This experiment is a pilot study and such finds itself confronted with a limited number of observations. Originality/value The study is among the first to examine how message content (beyond price promotion) can be adapted to in-store locations.

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Drea, John T. "Target Marketing at an NFL Training Camp: The Role of Proximity." Journal of Hospitality & Leisure Marketing 15, no. 1 (October 13, 2006): 89–100. http://dx.doi.org/10.1300/j150v15n01_06.

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Choi, Sungwoo, Anna S. Mattila, and Donna Quadri-Felitti. "Donation appeals rewarding fitness in the context of CSR initiatives." Journal of Services Marketing 33, no. 2 (April 8, 2019): 160–67. http://dx.doi.org/10.1108/jsm-12-2017-0421.

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PurposeThe purpose of this study is to examine the impact of the donation appeals requiring physical effort on consumers’ willingness to donate in the context of corporate social responsibility (CSR) initiatives. Moreover, this paper investigates the moderating role of donation proximity on consumers’ attitudinal and behavioral responses to CSR initiatives.Design/methodology/approachTwo studies were conducted using a 2 (donation appeal type: fitness vs general) by 2 (donation proximity: nearby vs faraway) between-subjects experimental design. The authors recruited 234 participants from Qualtrics’ online panel (Study 1) and 122 participants from Amazon’s Mechanical Turk (Study 2).FindingsThe study findings indicate that the consumers tend to perceive the company to be more socially responsible (i.e. perceived CSR engagement) when the donation appeal involves local beneficiaries and rewards fitness (i.e. fitness appeal). The positive impact of the fitness appeal was not observed when the donation involved faraway targets. Additionally, the mediation analyses indicate that the perceived CSR engagement has a spillover effect on behavioral outcomes (e.g. willingness to donate) when the initiative supports local beneficiaries.Originality/valueThis study provides several theoretical contributions to the services marketing literature by examining the role of fitness appeals in enhancing perceived CSR engagement and investigating the moderating role of donation proximity on customers’ willingness to donate to charities.

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Jia, Yanli, Yunhui Huang, Robert S. Wyer, and Hao Shen. "Physical proximity increases persuasive effectiveness through visual imagery." Journal of Consumer Psychology 27, no. 4 (July 13, 2017): 435–47. http://dx.doi.org/10.1016/j.jcps.2017.07.001.

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Slade, Emma, Michael Williams, Yogesh Dwivedi, and Niall Piercy. "Exploring consumer adoption of proximity mobile payments." Journal of Strategic Marketing 23, no. 3 (April 29, 2014): 209–23. http://dx.doi.org/10.1080/0965254x.2014.914075.

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Ben Letaifa, Soumaya, and Yves Rabeau. "Too close to collaborate? How geographic proximity could impede entrepreneurship and innovation." Journal of Business Research 66, no. 10 (October 2013): 2071–78. http://dx.doi.org/10.1016/j.jbusres.2013.02.033.

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Christofi, Michael, Demetris Vrontis, Erasmia Leonidou, and Alkis Thrassou. "Customer engagement through choice in cause-related marketing." International Marketing Review 37, no. 4 (November 29, 2018): 621–50. http://dx.doi.org/10.1108/imr-04-2018-0133.

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Purpose The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid scientific foundation for the development and stimulation of future research on the critical intersection of these two topics. Design/methodology/approach The research defines customer engagement in CRM campaigns as the conditions under which consumers are allowed to choose the cause that receives the donation, the cause proximity (geographical proximity) and the type of donation in a CRM campaign. Findings The paper conceptualizes the role of customer engagement in enhancing the effectiveness of a CRM campaign, in terms of coverage, customization and reduced consumer skepticism, as well as in triggering positive word-of-mouth (WOM) persuasion behaviors. Practical implications The conceptual framework provides several practicable directions toward effective control of CRM campaign outcomes, for both local and global firms. Originality/value The paper rests on established empirical foundations to develop a comprehensive preliminary multi- disciplinary framework on the subject, setting the path for further research in the fields of CRM, customer engagement and International Business Research, and reaching findings of both scholarly and executive worth.

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Kim, Jiyoung, Sunmee Choi, and Drew Martin. "The halo effect of C2C interaction quality in prolonged close-proximity service settings." Journal of Services Marketing 34, no. 4 (February 14, 2020): 459–72. http://dx.doi.org/10.1108/jsm-02-2019-0098.

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Purpose Applying social capital and the social exchange theories to customer-to-customer (C2C) interactions, this study aims to propose that interaction quality perceptions affect the customer-to-service provider’s interaction quality perceptions in a prolonged, close-proximity service setting. Examining this exogenous dimension, the study also tests socio-emotional support perception’s mediating effect and customer proactiveness’ moderating effect. Design/methodology/approach This study adopts and modifies existing general services of C2C interaction dimensions to fit the health-care context. An in-person survey of 192 neurosurgery inpatients and their care-giving companions (both considered health-care customers) provides data to validate the dimensions and test the model. Structural equation modeling and moderated regression test the hypotheses. Findings Results show that affirmative C2C interactions positively affect the customer’s perceived socio-emotional support, whereas negative C2C interactions show no significant impact. Greater socio-emotional support acuity improves customers’ assurance and empathy quality perceptions about the provider’s service. Customer proactiveness moderates C2C interaction dimensions. Research limitations/implications This study extends the research of the C2C interaction to include their effect on service quality perceptions in a prolonged close-proximity service setting. Study results validate C2C interaction’s dimensions specific to an inpatient setting. Finally, this study extends the application of social capital theory and social exchange theory to C2C settings. Practical implications Findings emphasize the importance of managing C2C interactions during prolonged, close-proximity service delivery processes to improve customer perceptions of service quality. Results suggest that managers should monitor customer proactiveness to maximize positive C2C interactions’ positive effects while minimizing negative C2C interactions. Originality/value Prior service quality studies tend to focus on managing internal resources (staff, processes or physical environment); however, this study examines how the interactions among external resources create a halo effect and impact customers’ service quality perceptions. Results inform methods to improve their quality perceptions by better managing exogenous factors. The study also responds to calls for research on how C2C interactions affect functional service contexts (vs hedonic service contexts).

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김동태, 김문섭, and Sung-sook Ahn. "The Role of CSR Proximity and Psychological Distance as a Marketing Strategy." Journal of Distribution Science 15, no. 9 (September 2017): 75–83. http://dx.doi.org/10.15722/jds.15.9.201709.75.

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Jones, Christopher D., and Colin Turey. "Examining the Relationship between Adventure Program Offerings and Proximity to Mountain Adventure Sites." Recreational Sports Journal 26, no. 2 (November 2002): 21–29. http://dx.doi.org/10.1123/rsj.26.2.21.

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The proximity to mountain sites is examined as a predictor of mountain adventure offerings. A priori hypotheses emphasized three concerns: (1) the relationship between participation in mountain adventure programs and proximity to mountain sites; (2) the prediction of adventure trips by proximity to mountain sites; and (3) the relationship between the number of mountain activities being offered and proximity to mountain sites. To assess these concerns, a series of questionnaires was sent to campus recreation program supervisors at 150 NIRSA institutions. Hypothesis testing conducted with stepwise regression analyses revealed that when controlling for institutional enrollment, proximity to mountain sites was a significant predictor of adventure program participation, number of programmed trips, and number of mountain activities offered. The direction of these relationships suggests a number of implications concerning the marketing of mountain adventure programs within the institutional setting.

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Ganesan, Shankar, Alan J. Malter, and Aric Rindfleisch. "Does Distance Still Matter? Geographic Proximity and New Product Development." Journal of Marketing 69, no. 4 (October 2005): 44–60. http://dx.doi.org/10.1509/jmkg.2005.69.4.44.

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Many firms rely on external organizations to acquire knowledge that is useful for developing creative new products and reducing the time needed to bring these products to market. Cluster theory suggests that this knowledge is often obtained from organizations located in close geographic proximity. Specifically, proximity is assumed to foster heightened face-to-face communication, strengthened relational ties, increased knowledge acquisition, and enhanced new product outcomes. The authors identify the limitations of these assumptions and offer an enriched model of the influence of geographic proximity on new product development, which they test using both a cross-sectional survey of 155 firms in the U.S. optics industry and a longitudinal follow-up survey of 73 of these firms. They find that firms located in close proximity engage in increased face-to-face communication, but this communication has little effect on the acquisition of the types of knowledge that lead to enhanced new product outcomes. In contrast, they find that e-mail communication leads to both enhanced new product creativity and development speed. In addition, they find that relational ties moderate rather than mediate the path connecting geographic proximity and new product outcomes. These findings imply that the new product development outcomes typically ascribed to close geographic proximity may actually be attributed to strong relational ties.

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Louis, Didier, Cindy Lombart, and Fabien Durif. "Packaging-free products: A lever of proximity and loyalty between consumers and grocery stores." Journal of Retailing and Consumer Services 60 (May 2021): 102499. http://dx.doi.org/10.1016/j.jretconser.2021.102499.

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Kim, Taemin, and Jeesun Kim. "How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes." Sustainability 13, no. 12 (June 15, 2021): 6775. http://dx.doi.org/10.3390/su13126775.

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Corporations have engaged in cause-related marketing (CRM) based on consumer expectations toward ethical and sustainable corporate management. However, it is equally important to understand how to do so effectively. The role of cause proximity has been examined as an important factor that determines the effectiveness of CRM messages. Limited research, however, has considered moderating variables in the context of cause proximity. This study aimed to investigate the effect of the interplay between cause proximity and message strategy on attitudes toward the ad and ad believability. Based on an experimental design, this study applies construal level theory to demonstrate the effect of a construal fit between the spatial distance of the cause and how the message is presented on consumer attitudes toward ads and ad believability. Results show that the effects of message strategy mattered only for the global CRM cause. Furthermore, the findings show a mediating role of ad believability between cause proximity and message strategy on attitude toward the ad. This study provides empirical evidence for the advantage of using abstract messages in maximizing consumer reactions such as attitudes and believability when addressing global causes in CRM ad campaigns. Specifically, it offers insights on the impact of a matched condition between the spatial distance of the cause and language abstractness in CRM advertising.

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Wagner, Gerhard, Sascha Steinmann, Frank Hälsig, and Hanna Schramm-Klein. "Reducing COVID-19 Infection Risks in Retail Stores through Mobile Payments: Investigating the Determinants of In-Store Proximity M-Payment Usage." Marketing ZFP 43, no. 1-2 (2021): 23–36. http://dx.doi.org/10.15358/0344-1369-2021-1-2-23.

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During the global coronavirus disease 2019 (COVID-19) pandemic, the relevance of proximity mobile payment (m-payment) applications (e. g., Apple Pay and Google Pay) has increased due to their ability to let consumers shop inside physical stores and pay for products without having to make physical contact with a store employee or touch a card-reader terminal. Despite the growing usage of mobile applications for a number of everyday tasks, in recent years, the diffusion of in-store proximity m-payment in many countries is still low, and the actual usage is sparse. To understand which factors can motivate consumers to use proximity m-payment services in retail stores, this study combines the individual disposition to adopt and use in-store m-payment technologies with system-based evaluations. By applying a conceptual model to a representative sample (N = 3,250) of grocery store shoppers, the results provide evidence of a general effect of technology readiness on consumers’ behavioural intention to use in-store m-payment.

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Coulter, Keith S. "How Hand Proximity Impacts Consumer Responses to a Persuasive Communication." Psychology & Marketing 33, no. 2 (January 11, 2016): 135–49. http://dx.doi.org/10.1002/mar.20860.

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Eiriz, Vasco. "Spatial proximity and SME strategy in local networks." Journal of Business & Industrial Marketing 35, no. 2 (October 12, 2019): 338–48. http://dx.doi.org/10.1108/jbim-10-2018-0283.

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Purpose Local networks of small- and medium-sized enterprises (SMEs) are founded both on collaborative and competitive inter-organizational relationships within the same network characterised by spatial proximity between firms. This paper aims to propose an original analytical framework to understand how spatial proximity between firms within local networks influences strategy of SMEs. Design/methodology/approach Theories and the existing knowledge were used to develop a preliminary conceptual framework. This preliminary framework was then developed as data collection and analysis were carried out. That is, in the more advanced stages of the research, both the literature and data allowed the design of a more specific analytical framework with the development of theoretical propositions. The data supporting the findings was derived from extensive content analysis of secondary documents from manufacturers, channel agents, industry organisations, public agencies and statistical sources. These data were also used as background briefing for 52 in-depth interviews with 36 senior managers within the sector. Findings An extensive qualitative research carried out in two major local networks of footwear production in Portugal shows that spatial proximity influences the following major variables of SME strategy: offer specialization, market specialization, competitive behaviour and collaborative behaviour. This paper examines the strong subcontracting relationships among manufacturers within each local network, discusses the competitive and collaborative behaviour of firms within their local networks of subcontracting and explains the nature of interaction between them contributing for a better understanding on the impact of spatial proximity on strategy. Practical implications Some management implications can be drawn from this research at the level of the network and of the firm, although both levels are profoundly intertwined. The paper discusses both these implications. Originality/value This research clarifies the relationship between spatial proximity and strategy of SMEs immersed in local networks. In particular, the findings show that, in the context of local networks of footwear production, SME strategy is influenced by spatial proximity between firms in the following characteristics of strategy: offer specialization, market specialization, competitive behaviour and collaborative behaviour. As it was discussed and empirically supported, spatial proximity between firms favour resource mobility, firms' interaction and reduction of transaction costs, which, in turn, impact strategy.

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Ooms, Ward, and Miranda Ebbekink. "In search of the sweet spot: The role of personal proximity in three Dutch clusters." Journal of Business Research 92 (November 2018): 48–60. http://dx.doi.org/10.1016/j.jbusres.2018.07.010.

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Sirilertsuwan, Petchprakai, Daniel Hjelmgren, and Daniel Ekwall. "Exploring current enablers and barriers for sustainable proximity manufacturing." Journal of Fashion Marketing and Management: An International Journal 23, no. 4 (September 19, 2019): 551–71. http://dx.doi.org/10.1108/jfmm-09-2018-0114.

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Purpose Amidst offshoring and reshoring trends, the purpose of this paper is to explore why business practitioners, especially from the labour-intensive clothing industry, choose to manufacture some products in proximity to the high-cost European market. Moreover, the rise of sustainability concerns led us to further explore whether these reasons relate to triple bottom line (TBL): business, environment and society. Design/methodology/approach The content analysis was adopted for within-case and cross-case analysis of data from semi-structured interviews of managers from 12 clothing companies. Findings Within-case analysis showed enablers and barriers (factors) of proximity manufacturing within each company’s characteristics under TBL. Cross-case analysis showed the most-mentioned enablers (high-quality suppliers, short lead-time and fast replenishment) and barriers (expensive production cost and lack of industrial set-up and seamstresses). The findings revealed both common and different factors from existing studies. Research limitations/implications Besides being motives for companies to bring manufacturing back to Europe, the results can be used by researchers and companies to develop criteria and performance measures of manufacturing locations for enhancing the TBL sustainability. Future research may explore different locations and industries for possibilities of proximity–manufacturing generalisation. Social implications Findings show that governments could focus on eliminating barriers of proximity manufacturing and creating favourable institutional infrastructure for the European clothing industry and sustainability. Originality/value This paper highlights updated proximity–manufacturing factors from practices in relation to TBL sustainability, including support for proximity manufacturing as a practice for TBL enhancement.

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Nguyen, Mai Anh Thi, Hui Lei, Khoa Dinh Vu, and Phong Ba Le. "The role of cognitive proximity on supply chain collaboration for radical and incremental innovation: a study of a transition economy." Journal of Business & Industrial Marketing 34, no. 3 (April 1, 2019): 591–604. http://dx.doi.org/10.1108/jbim-07-2017-0163.

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PurposeThe purpose of this paper is to investigate the role of cognitive proximity on supply chain collaboration and how it relates to radical and incremental innovation.Design/methodology/approachThe paper is based on quantitative approach to analyze the data of 218 firms in a developing and transition economy. The proposal model is tested with exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM).FindingsThe authors’ findings show that cognitive proximity facilitates decision synchronization and incentive alignment in the supply chain. Furthermore, the authors’ results indicate that information sharing and decision synchronization are determinants of radical innovation while incentive alignment is a determinant of incremental innovation.Research limitations/implicationsThis study was cross-sectional, so the authors could not consider the control variable such as sectors or firms’ size. It is hard to control the specific features of cognitive proximity in one single industry when using cross-sectional data. In future investigations, it may be possible to use a different dimension of proximity to explain the implementation of collaboration for innovation.Originality/valueThis study attempted to explore the role of cognitive proximity on supply chain implementation process in the context of a transition economy. Moreover, the authors’ findings provide the clearer understanding of the relationship between collaboration and innovation.

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Geldes, Cristian, Christian Felzensztein, Ekaterina Turkina, and Aurélia Durand. "How does proximity affect interfirm marketing cooperation? A study of an agribusiness cluster." Journal of Business Research 68, no. 2 (February 2015): 263–72. http://dx.doi.org/10.1016/j.jbusres.2014.09.034.

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Osburn, Meagan, Rodney B. Holcomb, and Clinton L. Neill. "Masked Heterogeneity in Aggregation: Incorporating Beliefs and Geographic Information into Consumer Willingness to Pay for State Brands." Journal of Agricultural and Applied Economics 52, no. 4 (June 16, 2020): 527–44. http://dx.doi.org/10.1017/aae.2020.17.

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AbstractState marketing programs for food and agricultural products are largely driven by consumers’ desires to purchase in-state products. Evaluations of state marketing programs have largely ignored consumer location and proximity to surrounding states, measures of ethnocentrism, and the presence of other geographic marketing labels. This study examines willingness to pay for own and out-of-state labels for a generic commodity, milk, within an eight-state region. The results show that an aggregate model conceals consumer heterogeneity in marginal willingness to pay values for state brands as compared to a disaggregate model, even when using random parameter logit models.

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Izogo, Ernest Emeka, Ike-Elechi Ogba, and Kenneth Chukwuma Nwekpa. "Correlates of the determinants of relationship marketing in the retail sector: the Nigerian case." African Journal of Economic and Management Studies 7, no. 1 (March 14, 2016): 30–53. http://dx.doi.org/10.1108/ajems-04-2014-0023.

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Purpose – The purpose of this paper is to explore the linkages between the determinants of relationship marketing and the behavioural component of these determinants within a non-Western retail stores setting. Design/methodology/approach – A quantitative approach was employed, using 19-item, seven-point Likert scaled questionnaire administered to 350 participants with 67 per cent usable response rate. Data was analysed using exploratory factor analysis, Cronbach’s α internal consistency; correlation analysis and One-Way Analysis of Variance test. Findings – Trust-Quality services emerged as the most outstanding determinant of relationship marketing within the retail stores context followed by relational orientation, commitment and proximity. Quality services were found to have the most significant positive impact on trust whereas trust was found to have a strong positive impact on commitment. Relational orientation was found to have a strong positive impact on trust, commitment and quality services but proximity was found to be a docile factor determining commitment and relational orientation. Finally, consumers were identified as being more relationally oriented than retailers and all categories of consumers can be served with same blend of relationship marketing strategies. Research limitations/implications – Since findings could not be generalized across other sectors and regions, guides for testing the proposed research model are put forward. Practical implications – Relationship marketing implementation within the context of retail stores will be more successful if based on delivery of quality services. Consumers are also more likely to patronize closer than distant retail stores. As such, even if retail firms build strong trust, commitment and relational orientation with customers through quality services, consumers will still patronize stores that are closer to them more than stores in distant locations. Siting retail stores in locations with the largest pool of customers’ is therefore central to enhancing retail stores performance. All categories of customers could be served with same stream of relationship marketing strategies because designing different schemes of relationship marketing programmes for different customer categories were found to be counter-productive. Originality/value – This paper identified 16 attributes that are important to consumers under four dimensions: Trust-Quality services, relational orientation, commitment and proximity within the retail stores context. The findings are acknowledged to be unique because they emerged from a largely under-researched collectivistic emerging market where relationship marketing formation is key.

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Plewa, Carolin, François Anthony Carrillat, Marc Mazodier, and Pascale G. Quester. "Which sport sponsorships most impact sponsor CSR image?" European Journal of Marketing 50, no. 5/6 (May 9, 2016): 796–815. http://dx.doi.org/10.1108/ejm-02-2015-0078.

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Purpose This study aims to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sports property that are most conducive to a sponsor gaining CSR image benefits. Design/methodology/approach A between-subjects experimental design was used, which simulated different sponsorship scenarios by varying community proximity (operationalized by property scope) and property engagement in community initiatives. Hypotheses were tested with a non-parametric bootstrapping-based procedure, using a panel sample of 400. Findings The results show that a sporting property’s proactive community engagement is conducive to an enhanced CSR image for its sponsor, especially when the property operates on the national rather than grassroots level. Further analysis also demonstrates the critical contribution of altruistic motive attributions in the process. Originality/value This study advances knowledge on how organizations may build their CSR image while leveraging on the strong audience involvement and the mass appeal of sport sponsorship. It is the first to offer insights into the extent to which a sports property’s proactive engagement in the community, rather than that of the sponsoring firm itself, enhances the CSR image of the sponsor, particularly if the property’s community proximity is low. Furthermore, our results provide an in-depth understanding of the mechanisms determining the benefits that sponsors can reap from a property’s activities.

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Kulkarni, Atul A. "No Shipping Fees or Free Shipping? Impact of Temporal Proximity on the Relative Effectiveness of Promotional Framing." Journal of Promotion Management 26, no. 1 (August 9, 2019): 50–74. http://dx.doi.org/10.1080/10496491.2019.1612493.

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Альпидовская, Марина Леонидовна, and Надежда Константиновна Савельева. "RISK-ORIENTED APPROACH TO MARKETING COMPETITION MANAGEMENT: CONCEPTUAL AND METHODOLOGICAL ASPECTS." Вестник Тверского государственного университета. Серия: Экономика и управление, no. 4(52) (December 23, 2020): 72–80. http://dx.doi.org/10.26456/2219-1453/2020.4.072-080.

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Целью исследования является изучение концептуальных и методических аспектов риск-ориентированного подхода применительно к маркетинговому управлению конкуренцией. В статье рассмотрены различные взгляды на понятие «риск», изучены области применения риск-ориентированного подхода, предложен механизм и принципы реализации риск-ориентированного подхода, изучен практический опыт применения риск-ориентированного подхода в Российской Федерации, доказана семантическая близость между результатами маркетингового аудита и целями антимонопольного регулирования. Предложенная методика определения семантической близости между явлениями выявила тесную связь между исследуемыми областями данных явлений. В статье также отмечается влияние ограничений, связанных с мировой пандемией COVID-19 на риск-ориентированный подход The aim of the research is to study the conceptual and methodological aspects of the risk-based approach in relation to marketing competition management. The article discusses different views on the concept of «risk», studies the areas of application of the risk-oriented approach, proposes a mechanism and principles for the implementation of the risk-oriented approach, studies the practical experience of applying the risk-oriented approach in the Russian Federation, proves the semantic proximity between the results of marketing audit and goals antitrust regulation. The proposed method for determining the semantic proximity between phenomena revealed a close relationship between the studied areas of these phenomena. The article also notes the impact of restrictions associated with the global pandemic COVID-19 on a risk-based approach.

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Zhu, Ying, Valerie Lynette Wang, Yong Jian Wang, and Jim Nastos. "Business-to-business referral as digital coopetition strategy." European Journal of Marketing 54, no. 6 (February 21, 2020): 1181–203. http://dx.doi.org/10.1108/ejm-01-2019-0011.

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Purpose Based on theories related to coopetition, the purpose of this paper is to examine the patterns of business-to-business digital referrals inscribed in businesses’ digital content. Design/methodology/approach A complete industry-wise digital data set is formed by extracting digital referrals in all the content pages. The authors outline how digital referrals are strategically used among peer businesses in the peer-to-peer digital network and in the augmented digital network, taking into consideration geographical framing and physical distance. Findings The authors reveal how geographical framing and physical distance influence peer-to-peer referral patterns in the digital space. Quite counter-intuitively, businesses are more likely to give digital referrals for peers residing in the same region, as well as for peers located in closer proximity. Further, results from the augmented digital network show that peer businesses in closer proximity exhibit greater strategic similarity in their digital referring strategy. Research limitations/implications The findings extend the understanding of business-to-business coopetition to the digital space and suggest that geographical framing and physical distance can induce reciprocated relationships between peers by offering each other digital referrals. Practical implications The findings shed light on the formation of a business-to-business digital coopetition strategy using digital referral marketing. Originality/value This study highlights the impact of digital referrals in business-to-business relationship management, especially in the digital coopetition context.

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Nguyen, Stephanie, Mohamed Didi Alaoui, and Sylvie Llosa. "When interchangeability between providers and users makes a difference: The mediating role of social proximity in collaborative services." Journal of Business Research 121 (December 2020): 506–15. http://dx.doi.org/10.1016/j.jbusres.2020.03.021.

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Kuenne, R. E. "Uncertainty, Spatial Proximity, and the Stability of Oligopoly Pricing." Environment and Planning A: Economy and Space 21, no. 8 (August 1989): 1001–13. http://dx.doi.org/10.1068/a211001.

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One of the most pervasive characteristics of mature oligopolistic industries is their reluctance to engage in price competition, and their channeling of competitive efforts into rivalry using advertising and other marketing costs as well as product differentiation. This leads to questions concerning the nature of the economic and social matrix within which such firms operate, and these questions in turn motivate the theorist to construct frameworks that yield such results. Spatial proximity has generally been accepted as an intensifier of price competition, but in many local oligopolistic markets it seems to act as an inhibitor of price competition. In this paper I attempt to study the role of uncertainty in explaining the ‘rivalrous consonance of interests’ which tends to keep prices above the competitive level in spatially concentrated markets. By using Weibull density functions to approximate subjective expectations of firms, I seek to cast light upon some of the factors that play a role in explaining this apparent paradox.

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Desarbo, Wayne S., and Ajay K. Manrai. "A New Multidimensional Scaling Methodology for the Analysis of Asymmetric Proximity Data in Marketing Research." Marketing Science 11, no. 1 (February 1992): 1–20. http://dx.doi.org/10.1287/mksc.11.1.1.

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Bertram, Dominik, Tobias Chilla, and Carola Wilhelm. "Short Value Chains in Food Production: The Role of Spatial Proximity for Economic and Land Use Dynamics." Land 10, no. 9 (September 16, 2021): 979. http://dx.doi.org/10.3390/land10090979.

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Agricultural land demand tends to be in weak condition vis-à-vis settlement development, transport infrastructure and industry expansion. At the same time, the awareness and demand of consumers for regional food is constantly rising, in particular in urban regions. The resulting challenge is that high demand for regional food is concentrated at places where land for food production tends to be particularly under pressure. Against this background, our article reflects on the extent to which regional food supply chains support the status of agricultural demand in the competition for land. The main aim of our paper is to understand the role of proximity between the different stages of value creation, including cultivation, production (manual or industrial) and trade (retail, direct marketing). Our empirical study on the example of three products in Bavaria (Germany) shows that short distances within food value chains support the agricultural condition in land use dynamics (beer, sweet cherry, asparagus). The analyses are based on official and internal statistics as well as expert interviewing. This mixed-methods approach results in value-creation mappings and provides spatial differentiation of the economic process. Proximity between at least two stages of value creation plays an important role to explain the economic trends and land use dynamic. These findings are rooted in arguments of efficiency, tacit knowledge, networks, as well as product reputation. However, the role of proximity does not automatically play a role but has to be stabilized by strategic measures such as product innovation and marketing measures.

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Dinnie, Keith. "Contingent self-definition and amorphous regions." Marketing Theory 18, no. 1 (June 2, 2017): 31–53. http://dx.doi.org/10.1177/1470593117708467.

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This article explores the concept of contingent self-definition, whereby place brands employ flexible self-definitional approaches in constructing their place brand architecture. Adopting a view of regions as social constructs, the article builds on and extends previous work on place brand architecture by identifying the underlying factors that drive contingent self-definition decisions. Based on an empirical study of professionals tasked with managing region brands in the Netherlands, 11 factors are identified as drivers of contingent self-definition by place brands. These factors are grouped into four thematic categories: (i) external perceptions, (ii) proximity, (iii) brand relationships, and (iv) politics and power. A dynamic approach to place brand architecture is advocated, foregrounding the amorphous character of regions as social constructs that defy reification solely as fixed territorial-administrative spaces.

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Apil, Ali Riza, Erdener Kaynak, and Nugzar Todua. "Georgian Consumers' Evaluation of Products Sourced From a Geographically Close Proximity Country." Journal of Euromarketing 17, no. 3-4 (December 19, 2008): 199–218. http://dx.doi.org/10.1080/10496480802511331.

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MacKay, David B., and Joseph L. Zinnes. "A Probabilistic Model for the Multidimensional Scaling of Proximity and Preference Data." Marketing Science 5, no. 4 (November 1986): 325–44. http://dx.doi.org/10.1287/mksc.5.4.325.

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