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The MSI priorities: a critical view on researching firm performance, customer experience and marketing

Article Abstract:

Key assumptions about the nature of customers, the logic of organizations and the process of competition form the basis for research projects relating to Marketing Metrics and Performance Measures, Marketing Organizations: Structures, Processes, Capabilities and Understanding the Customer Experience being undertaken at the Marketing Science Institute (MSI). Some of the research priorities identified by the MSI can be seen as indicating concealed assumptions about the nature of consumer strategies and competitive market evolution. It is argued that these assumptions must be investigated critically, with consideration being given to whether a wider appreciation in both of these areas could lead to a strong statement of research priorities.

Management, Marketing Science Institute

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Assessing the attractiveness of turbulent markets: the Ukrainian experience

Article Abstract:

Recent research has looked at the problems facing marketing planners in eastern Europe by considering 15 cases where western multinational concerns made attempts to establish a presence in Ukraine. It was found that these concerns were unable to control the high levels of uncertainty in the Ukrainian market, and had to make difficult decisions about the levels of risk they were prepared to accept. They were able to make very little use of traditional marketing planning techniques.

Foreign investments, Ukraine

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The past, present and future of relationship marketing

Article Abstract:

An evaluation on the origins, advancement and current state of relationship marketing research, is presented. The future of relationship marketing research and its practice is also discussed.

United States, Market Research, Market Research & Product Development, Evaluation, Customer relationship management

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