Influences on consumer use of word-of-mouth recommendation sources

Article Abstract:

This article reports the development and testing of a theoretical model of the initial stages of recommendation-based decision making by consumers. Although consumers use a variety of recommendation sources, they have different motivations for the use of different sources. The model focuses on the factors that influence the likelihood of consumers using strong-tie sources (e.g., friends and family) and weak-tie sources (e.g., acquaintances or strangers) of recommendations. The factors used in the model are the prior knowledge level of the consumer about the product being considered, the perceived decision task difficulty level, and the type of evaluative cues sought by the consumer. Hypotheses are tested using data collected in an extensive field study with consumers. Two paths or routes of influence on the use of recommendation sources are proposed and confirmed in the study. (Reprinted by permission of the publisher.)

Consumer Behavior, Consumer preferences

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Strategy clusters in Japanese markets: firm performance implications

Article Abstract:

This study identifies generic Japanese strategy clusters and explores their performance implications. It is based on Japanese executives' perceptions of the veracity of various PIMS strategy principles in Japan. Three distinct strategy clusters are identified around market position and product strategy dimensions. These Japanese strategy clusters, when moderated by such contingency factors as strategic orientation and product life cycle stage, offer unique performance implications for the Japanese market. (Reprinted by permission of the publisher.)

Japan, Marketing management, Strategic planning (Business), Corporations, Japanese

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An Integrated Model of Sales Managers' Communication Practices

Article Abstract:

Sales managers' communication practices are shown to affect salesperson performance. A model describing the relations between sales manager communications and salesperson performance and commitment is examined.

Methods, Sales management

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