Article

Service firms need marketing skills

To reduce gasoline consumption and emissions, the Chinese government has introduced a series of preferential policies to encourage the purchase of new energy vehicles (NEVs). However, enthusiasm for the private purchase of NEVs appears to be very low. This timely paper addresses the need for an empirical study to explore this phenomenon by identifying purchase motivations of potential NEV consumers and examining the impact of government policies introduced to promote NEVs in China. A questionnaire survey was carried out. The acceptance of NEVs is measured in three different logistic models: the willingness of consumers to purchase NEVs, the purchasing time, and the acceptable price. The results showed that financial benefits, performance attributes, environmental awareness and psychological needs are the four most important factors influencing consumers’ acceptance of NEVs. Among these, performance attributes rather than financial benefits are the most important indicator. The moderating effect of government policies to relations between purchasing intention, time and price is not strong as respected while the policy implications are clear that the ‘public awareness of government policy’ functions as a moderator in the process of acceptance. These findings could give some hints to the government to make better NEV industry policy.

Creating value through outsourcing has emerged as a popular competitive strategy for firms in various industries. In order to survive in the domestic and international marketplaces, firms, especially in developed countries, are seeking opportunities offshore, which is one focus of globalization. Offshore outsourcing has emerged as a popular competitive strategy and emerging markets have become increasingly attractive locations. As firms in developed countries (e.g., the US) continue to face enormous challenges to sustain competitive advantage, outsourcing to emerging markets is becoming an increasingly important source of business renewal and corporate transformation.

In spite of the growing strategic significance of sourcing, we have limited knowledge of offshoring and outsourcing to emerging markets. The objectives of this review are fourfold: (1) to provide a better understanding of the concepts of offshoring and outsourcing business models, (2) to discuss relevant theoretical perspectives related to outsourcing, (3) to present a taxonomy of outsourcing strategies drawing on the extant literature, and (4) to discuss public policy implications. Conclusions and direction for future research are provided.

The purpose of this study was to conduct an investigation into the link between market orientation and business performance in the hotel industry. Data were generated from 63 hotels in Hong Kong. The findings indicated that market orientation is positively and significantly associated with the marketing performance and financial performance of a hotel. The implications of the findings are discussed and the limitations of the study as well as future research directions are addressed.

The growth of services marketing as an academic field offers insight into how a new field of study develops. This article examines specific forces that contributed to and accelerated or inhibited knowledge creation, dissemination, and utilization in services marketing. Multiple methods were used to explore this question. The analysis reveals that services marketing developed academically because it filled a need in marketing practice. Industry assumed an influential role in the development of the academic field of services marketing.