An exploration of marketing tactics for turbulent environments
- Mason, Roger B, Staude, Gavin E
- Authors: Mason, Roger B , Staude, Gavin E
- Date: 2009
- Language: English
- Type: Article
- Identifier: vital:6062 , http://hdl.handle.net/10962/d1006120 , http://dx.doi.org/10.1108/02635570910930082 , ISSN 0263-5577
- Description: The purpose of this paper is to propose 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 in-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 - The 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, the paper is an important contribution to the understanding of marketing mix choices, of interest to both practising marketers and marketing academics.
- Full Text:
- Date Issued: 2009
- Authors: Mason, Roger B , Staude, Gavin E
- Date: 2009
- Language: English
- Type: Article
- Identifier: vital:6062 , http://hdl.handle.net/10962/d1006120 , http://dx.doi.org/10.1108/02635570910930082 , ISSN 0263-5577
- Description: The purpose of this paper is to propose 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 in-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 - The 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, the paper is an important contribution to the understanding of marketing mix choices, of interest to both practising marketers and marketing academics.
- Full Text:
- Date Issued: 2009
Growing of trees in home-gardens by rural households in the Eastern Cape and Limpopo Provinces, South Africa:
- Shackleton, Charlie M, Paumgarten, Fiona, Cocks, Michelle L
- Authors: Shackleton, Charlie M , Paumgarten, Fiona , Cocks, Michelle L
- Date: 2009
- Language: English
- Type: text , article
- Identifier: http://hdl.handle.net/10962/141360 , vital:37965 , DOI: 10.1080/13504500509469647
- Description: Trees provide a wide range of goods and services to rural households which, when incorporated into their livelihood strategies, help reduce their vulnerability to adversity. Governments and policy makers often ignore the contribution made by trees and consequently resources are focussed on cash crops and livestock. Villagers in the Eastern Cape and Limpopo Province, South Africa utilise a range of trees from home-gardens for various purposes, although predominantly for fruit and shade. Trees are either planted or actively retained in households' home-gardens. There were noticeable differences between the villages in the Eastern Cape and those in Limpopo Province, particularly with respect to the overall density of trees per hectare and the number of species per household, both being significantly greater in Limpopo Province. The five most preferred species were listed for each village, revealing a preference for exotic fruit trees in Limpopo Province and a mix of exotic fruit trees and shade trees in the Eastern Cape. Households also retained useful indigenous species, predominantly fruit-bearing species. A range of factors constrain tree growing in home-gardens and households engage in practices to grow and maintain their trees. Not all of these constraints and practices were significantly different between the various localities.
- Full Text:
- Date Issued: 2009
- Authors: Shackleton, Charlie M , Paumgarten, Fiona , Cocks, Michelle L
- Date: 2009
- Language: English
- Type: text , article
- Identifier: http://hdl.handle.net/10962/141360 , vital:37965 , DOI: 10.1080/13504500509469647
- Description: Trees provide a wide range of goods and services to rural households which, when incorporated into their livelihood strategies, help reduce their vulnerability to adversity. Governments and policy makers often ignore the contribution made by trees and consequently resources are focussed on cash crops and livestock. Villagers in the Eastern Cape and Limpopo Province, South Africa utilise a range of trees from home-gardens for various purposes, although predominantly for fruit and shade. Trees are either planted or actively retained in households' home-gardens. There were noticeable differences between the villages in the Eastern Cape and those in Limpopo Province, particularly with respect to the overall density of trees per hectare and the number of species per household, both being significantly greater in Limpopo Province. The five most preferred species were listed for each village, revealing a preference for exotic fruit trees in Limpopo Province and a mix of exotic fruit trees and shade trees in the Eastern Cape. Households also retained useful indigenous species, predominantly fruit-bearing species. A range of factors constrain tree growing in home-gardens and households engage in practices to grow and maintain their trees. Not all of these constraints and practices were significantly different between the various localities.
- Full Text:
- Date Issued: 2009
Umabatha: Zulu play or Shakespeare translation?
- Authors: Wright, Laurence
- Date: 2009
- Language: English
- Type: text , article
- Identifier: vital:7062 , http://hdl.handle.net/10962/d1007426 , https://www.taylorfrancis.com/books/e/9781351963381/chapters/10.4324%2F9781315264219-12
- Description: preprint , There can be few recent theatrical productions in greater need of interpretative effort than Welcome Msomi’s Umabatha. From its inception debate has raged over the cultural status of the production: was it an authentic expression of Zulu culture, or a tacky piece of ‘blacksploitation’? – to use Russell Vandenbroucke’s term. Was the production pleasing evidence of Shakespeare’s universality, a gift to the colonies returning joyfully to the motherland with interest accruing? Could it perhaps be a case of Zulu culture triumphing over Shakespeare, native invention swamping and overwhelming a colonially-imposed ‘high culture’? Was the show performing ‘Africa’ for the world and, if so, was this the way Africa ought to be represented in the twentieth century? Or were we perhaps looking at a fetishized theatrical commodity, wrenched from any authentic cultural roots, and circulating aimlessly but profitably through a globalised theatrical cosmopolis? Such speculative questions – and there are many others – have regularly jostled each other in the bulky heritage of Umabatha’s reception history. The central problem underlying this chapter is whether it might not be possible to define a basis for a more objective response to some of them, so that the issues involved no longer rest quite so slackly in the realm of mere critical opinion.
- Full Text:
- Date Issued: 2009
- Authors: Wright, Laurence
- Date: 2009
- Language: English
- Type: text , article
- Identifier: vital:7062 , http://hdl.handle.net/10962/d1007426 , https://www.taylorfrancis.com/books/e/9781351963381/chapters/10.4324%2F9781315264219-12
- Description: preprint , There can be few recent theatrical productions in greater need of interpretative effort than Welcome Msomi’s Umabatha. From its inception debate has raged over the cultural status of the production: was it an authentic expression of Zulu culture, or a tacky piece of ‘blacksploitation’? – to use Russell Vandenbroucke’s term. Was the production pleasing evidence of Shakespeare’s universality, a gift to the colonies returning joyfully to the motherland with interest accruing? Could it perhaps be a case of Zulu culture triumphing over Shakespeare, native invention swamping and overwhelming a colonially-imposed ‘high culture’? Was the show performing ‘Africa’ for the world and, if so, was this the way Africa ought to be represented in the twentieth century? Or were we perhaps looking at a fetishized theatrical commodity, wrenched from any authentic cultural roots, and circulating aimlessly but profitably through a globalised theatrical cosmopolis? Such speculative questions – and there are many others – have regularly jostled each other in the bulky heritage of Umabatha’s reception history. The central problem underlying this chapter is whether it might not be possible to define a basis for a more objective response to some of them, so that the issues involved no longer rest quite so slackly in the realm of mere critical opinion.
- Full Text:
- Date Issued: 2009
- «
- ‹
- 1
- ›
- »