ORCID Profile
0000-0003-0512-4283
Current Organisation
University of Technology Sydney
Does something not look right? The information on this page has been harvested from data sources that may not be up to date. We continue to work with information providers to improve coverage and quality. To report an issue, use the Feedback Form.
Publisher: Springer Science and Business Media LLC
Date: 22-08-2021
Publisher: SAGE Publications
Date: 03-2017
DOI: 10.1509/JM.11.0463
Abstract: To increase marketing's accountability, Journal of Marketing, Marketing Science Institute, and the Institute for the Study of Business Markets have advocated development of marketing metrics and linking marketing-mix activities with financial metrics. Although the marketing field has made progress, researchers have paid less attention to what drives managerial use of marketing and financial metrics and whether metric use is associated with marketing-mix performance. The authors propose a conceptual model that links firm strategy, metric orientation, type of marketing-mix activity, and managerial, firm, and environmental characteristics to marketing and financial metric use, which in turn are linked to performance of marketing-mix activities. An analysis of 1287 marketing-mix activities reported by 439 U.S. managers reveals that firm strategy, metric orientation, type of marketing-mix activity, and firm and environmental characteristics are more useful than managerial characteristics in explaining use of marketing and financial metrics and that use of metrics is positively associated with marketing-mix performance. The results help identify conditions under which managers use fewer metrics and how metric use can be increased to improve marketing-mix performance.
Publisher: Elsevier BV
Date: 12-2016
Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
Date: 09-2013
Abstract: The information processing literature provides a wealth of laboratory evidence on the effects that the choice task and in idual characteristics have on the extent to which consumers engage in alternative-based versus attribute-based information processing. Less attention has been paid to studying how the processing pattern at the point of purchase is associated with a consumer's propensity to buy in shopping settings. To understand this relationship, we formulate a discrete choice model and perform formal model comparisons to distinguish among several possible dependence structures. We consider models involving an existing measure of information processing, PATTERN a latent variable version of this measure and several new refinements and generalizations. Analysis of a unique data set of 895 shoppers on a popular electronics website supports the latent variable specification and provides validation for several hypotheses and modeling components. We find a positive relationship between alternative-based processing and purchase, as well as a tendency of shoppers in the lower price category to engage in alternative-based processing. The results also support the case for joint modeling and estimation. These findings can be useful for future work in information processing and suggest that likely buyers can be identified while engaged in information processing prior to purchase commitment, an important first step in targeting decisions.
Publisher: Walter de Gruyter GmbH
Date: 19-04-2023
Abstract: Marketers are using metrics to diagnose, coordinate and monitor customer relationships and marketing efforts, set benchmarking goals to guide marketing implementation, and communicate the results of marketing outcomes with internal and external stakeholders. Even if the number of available metrics is striking, some studies found support for the idea that the more metrics managers employed for their decisions, the better the marketing performance. Studies by the author also showed that using non-financial marketing metrics, such as awareness, willingness to recommend and loyalty, seemed to be associated with better marketing mix performance outcomes than using financial metrics, such as target volume, NPV and net profit. Developing a customer-centric organizational structure encourages managers to consider and develop a greater reliance on metrics.
Publisher: SAGE Publications
Date: 02-2017
Publisher: Springer Nature Singapore
Date: 2022
Publisher: Elsevier BV
Date: 12-2021
Publisher: Springer Science and Business Media LLC
Date: 06-2023
Publisher: Emerald
Date: 07-04-2022
Abstract: This paper aims to propose a new country-level construct, national customer orientation, to provide a benchmark for global headquartered managers’ decisions and scholars investigating cross-national research. A conceptual framework and unique propositions are developed that focus on how one macro-economic driver, e.g. the wealth of a country, and one macro-marketing driver, e.g. customer price sensitivity, affect national customer orientation during and after global economic downturns such as recessions and a pandemic. An agenda setting section proposes distinct theoretical, empirical and managerial themes for future research aimed at testing the propositions at the country and organization levels over time. Although the new construct offers substantial benefits for scholars and managers, current measures of national customer orientation are limited to data provided by the World Economic Forum or expensive primary survey-based research that restrict the number of countries, respondents and time periods. The new national-level customer orientation construct and propositions about its drivers over time promise to provide global managers a country-level customer-based benchmark so that they can better understand, set expectations and manage customer orientation across different countries over time. Research on market and customer orientation is consistently designated a priority by academics and practitioners. However, most previous studies exclusively focus at the micro organizational-level, with less known on how customer orientation varies at the macro country-level and over time.
Publisher: Emerald
Date: 09-11-2015
Abstract: – This paper aims to develop a conceptual framework, in an effort toward building a contingent theory of drivers and consequences of managerial metric use in marketing mix decisions, this paper develops a conceptual framework to test whether the relationship between metric use and marketing mix performance is moderated by firm and managerial characteristics. – Based on reviews of the marketing, finance, management and accounting literatures, and homophily, firm resource- and decision-maker-based theories and 22 managerial interviews, a conceptual model is proposed. It is tested via generalized least squares – seemingly unrelated regression estimation of 1,287 managerial decisions. – Results suggest that the impact of metric use on marketing mix performance is lower in firms which are more market oriented, larger and with worse recent business performance and for marketing and higher-level managers, while organizational involvement has a lesser nuanced effect. – While much is written on the importance of metric use to improve performance, this work is a first step toward understanding which settings are more difficult than others to accomplish this. – Results allow identification of several conditional managerial strategies to improve marketing mix performance based on metric use. – This paper contributes to the metric literature, as prior research has generally focused on the development of metrics or the linking of marketing efforts with performance metrics, but paid little attention to understanding the relationship between managerial metric use and performance of the marketing mix decision and has not considered how the relationship is moderated by firm and managerial characteristics.
Publisher: Springer Science and Business Media LLC
Date: 16-03-2023
DOI: 10.1007/S11002-023-09668-5
Abstract: Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer orientation, and develop theoretical propositions on how a country’s wealth and average customer price sensitivity affect national customer orientation during and after global economic shocks without providing an empirical test. This paper tests drivers of national customer orientation by employing World Economic Forum and World Bank annual panel data from 112 countries between 2007 and 2017. The results show that customer orientation is a greater luxury of richer nations and price sensitivity is a partial mediator of that relationship however, both relationships only transpire in non-recessionary times. The empirical test furthers scholarly research on national customer orientation and provides managers with country-level customer orientation benchmarks across countries and time.
Publisher: SAGE Publications
Date: 02-2015
Publisher: Elsevier BV
Date: 03-2021
Location: United Kingdom of Great Britain and Northern Ireland
No related grants have been discovered for Ofer Mintz.