Driving your market: values research helps create a market-driving strategy

Article Abstract:

A well planned methodology of HMV (hierarchical values map) to go about in chalking out market-driving strategies through values research, which reveals the attachment between the customer and the product attributes, is explained. How survey-based value research can utilize a structural eqation model to construct this HMV; how to identify sources of competitive advantage within that map; and ways for marketing managers to implement a market-driving strategy, are demonstarted.

Market Targeting & Approach, Market strategy

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The missing link: cause and effect linkages make marketing scorecards more valuable

Article Abstract:

Production, promotion, employees, and customers- all are the basis for the survival of an organization. Linking the analysis of which employee opinion variables influence customer attitudes and how this relationship affects financials of the organization, makes the scorecards of an organization more dynamic and thus helps the management in identifying the focus areas for development in the process of improving the organizational performance.

Organizational behavior, Organizational behaviour

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Scales: still problematic 10 years later

Article Abstract:

Marketing research should contribute more for developing rating scales and its evaluation and interpretation tools for better expectations of customer's satisfaction and dissatisfaction levels. The need for deployment of better scaling methods in order to reduce the gap between the actual performance and forecasted performance, is discussed.

Customer satisfaction, Rating scales (Social science research)

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