國立嘉義大學管理研究所博士班 Ph. D. Seminar in Marketing Strategy 1 st semester, 07-08

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1 國立嘉義大學管理研究所博士班 Ph. D. Seminar in Marketing Strategy 1 st semester, Instructors: Professor Arthur C.H. Chen ( , chencs@yuntech.edu.tw) Dr. I-Ling Ling ( , yiling@mail.ncyu.edu.tw) Course Objectives The objective of this course is to let doctoral students understand the history of marketing philosophy and contemporary issues of marketing research, which could help to research development, teaching, and consulting work. Evaluation Each student is expected to prepare for discussion in all occasions. Therefore, each student needs to finish all readings before the class and write a two pages summary each time. Specifically, the following points are expected to achieve: 1. It is critical to be inquisitive and able to communicate clearly. Therefore, participation will be judged by your contributions to the class discussions on these criteria. 2. Importantly, the requirement is not only to describe the literature, students must provide comments and critics. 3. In addition, students are also required to submit a term paper with a topic of your choice but subject to the approval of the instructor. Therefore, final grade will be determined by the points as follows: Class participation 30% Weekly Summary 30% Term paper 40% 1

2 Week 1: 1. Yoram Wind and Thomas S. Robertson (1983), Marketing Strategy: New Directions for Theory and Research., Journal of Marketing, Spring, 47(2), George S. Day and Robin Wensley (1983), Marketing Theory with Strategic Orientation., Journal of Marketing, Fall, 47(4), Week 2: 3. Orville C. Walker and Robert W. Ruekert (1987), Marketing s Role in The Implementation of Business Strategies: A Critical Review and Conceptual Framework, Journal of Marketing, July, 51(3), George S. Day and Robin Wensley (1988), Assessing Advantage: A Framework for Diagnosing Competitive Superiority, Journal of Marketing, 52(2),1-20. Week 3: 5. George S. Day (1992), Marketing s Contribution to The Strategy Dialogue, The Journal of Academy of Marketing of Science, 20(4), Roger S. Kerin (1992), Marketing s Contribution to The Strategy Dialogue Revisited, Journal of Academy of Marketing of Science, 20(4), Rajan Varadarajan (1992), Marketing s Contribution to Strategy: the View from a Different Looking Glass, Journal of Academy of Marketing of Science, 20(4), Week 4: 8. George S. Day and Prakash Nedungadi (1994), Managerial Representations of Competitive Advantage, Journal of Marketing, April, 58(2), Shelby D. Hunt and Robert M Morgan (1995), The Comparative advantage Theory of Competition, Journal of Marketing, April, 59(2), Peter R. Dickson (1996), The Static and Dynamic Mechanics of Competition: A Comment on Hunt and Morgan s Comparative Advantage Theory, Journal of Marketing, Oct., 60(4),

3 Week P. R. Varadarajan and S. Jayachandran (1999), Marketing Strategy: An Assessment of the State of the Field and Outlook, Journal of the Academy of Marketing Science, 27(2), George S. Day and David B. Montgomery (1999), Charting New Directions for Marketing, Journal of Marketing, Oct., Special Issue, 63(4), Week S. P. Douglas and C. S. Craig (1989), Evolution of Global Marketing Strategy: Scale, Scope, and Synergy, Columbia Journal of World Business, Fall, Shaoming Zou and S. Tamer Cavusgil (2002), The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance, Journal of Marketing, Oct., 66(4), Week Anil Menon, Sundar G. Bharadwaj, Phani Tej Adidam, and Steven W. Edison (1999), Antecedents and Consequences of Marketing Strategy Making:A Model and a Test, Journal of Marketing, April, 63(2), Kwaka Atuahene-Gima and MJanet Y. Murray (2004), Antecedents and Outcomes of Marketing Strategy Comprehensives, Journal of Marketing, Oct., 68(4), Week A. K.Kohli and B. J. Jaworski (1990), Market Orientation: the Construct, Research Propositions and Managerial Implications, Journal of Marketing, April, 54(2), John C. Narver and Stanley F. Slater (1990), The Effect of A Market Orientation on Business Profitability, Journal of Marketing, October, 54(4), Week 9: Market Orientation 19. Charles H. Noble, Rajiv K. Sinha, and Ajith Kumar (2002), Market Orientation and Alternative Strategic Orientations: A Longitudinal Assessment of Performance Implications, Journal of Marketing, Oct., 66(4), C. Homburg, H. Krohmer, and J. P. Workman (2004), A Strategy Implementation Perspective of Market Orientation, Journal of Business Research, 57,

4 The idea paper will be presented in this week: it should be of approximately 5-8 pages length, and read like the front end of a JM article -- with the motivation for the idea, brief description of prior research, summary of your research conducted (you may "invent" this for the purpose of this project), and conclusions (theoretical contributions, managerial contributions, limitations, and suggested areas for future research). Week Ken Matauno, John T. Mentzer, and Aysegul Ozsomer (2002), The Effects of Entrepreneurial Proclivity and Market Orientation on Business Performance, Journal of Marketing, July, 66(3), Sabin Im and John P. Workman (2004), Market Orientation, Creativity, and New Product Performance in High-Technology Firms, Journal of Marketing, April, 68(2), Week 11: Relationship Marketing 23. Robert M. Morgan and Shelby D. Hunt (1994), The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, July, Vol. 58 (3), p Mirinal Ghosh and George John(1999), Governance Value Analysis and Marketing Strategy, Journal of Marketing, Oct, Special Issue, 63(4), Week Neeli Bendapudi and Robert P. Leone (2002), Managing Business to Business Customer Relationships Following Key Contact Employee Turnover in a Vendor Firm, Journal of Marketing, April, 66(2), Peter C. Verhoef (2003), Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development. Journal of Marketing, Oct, 67(4), Week 13: How Do Firms Relate to Their Markets? 27. Ravi S. Achrol and Philip Kotler (1999), Marketing in the Network Economy., Journal of Marketing, Oct., Special Issue, 63(4), Nicole E Coviello, Roderick J Brodie, Peter J Danaher, Wesley J Johnston (2002), How firm Relate to Their Markets: An Empirical Examination of Contemporary Marketing Practices, Journal of Marketing, July,66(3),

5 Week P. R. Varadarajan and M. S. Yadav(2002), Marketing Strategy and the Internet: An Organizing Framework, Journal of the Academy of Marketing Science, 30(4), Douglas W. Vorhies and Neil A. Morgan (2003), A Configuration Theory Assessment of Marketing Organization Fit with Business Strategy and Its Relationship with Marketing Performance, Journal of Marketing, January, 67(1), Week Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml (2004), Return on Marketing: Using Customer Equity to Focus Marketing Strategy, Journal of Marketing, January, 68(1), William Boulding, Richard Staelin, Michael Ehret, and Wesley J.A Johnston, (2005), Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go, Journal of Marketing, Oct., 69(4), Week Ruby P. Lee and Rajdeep Grewal (2004), Strategic Responses to New Technologies and Their Impact on Firm Performance, Journal of Marketing, Oct.,68(4), Ashwin W. Joshi and Sanjay Sharma (2004), Customer Knowledge Development: Antecedents and Impact on New Product Performance, Journal of Marketing, Oct., 68(4), Week 17: New Dominant Logic for Marketing 35. Stephen L. Vargo and Robert F. Lusch (2004), Evolving to a New Dominant Logic for Marketing... Journal of Marketing, Jan., 68(1), Ruth N. Bolton, Shelby D. Hunt, Steven M. Shugan, C. K. Prahalad, George S. Day, John Deighton, Evert Gummesson, Roland T. Rust, and Das Narayanda (2004), Invited Commentaries on "Evolving to a New Dominant Logic for Marketing".,: Journal of Marketing, 68 (1), Week 18: Term Paper 5