{"id":104283,"date":"2020-12-02T09:20:53","date_gmt":"2020-12-02T08:20:53","guid":{"rendered":"https:\/\/www.ieseg.fr\/?post_type=events&#038;p=104283"},"modified":"2020-12-07T11:24:13","modified_gmt":"2020-12-07T10:24:13","slug":"marketing-research-seminar-asseraf","status":"publish","type":"events","link":"https:\/\/www.ieseg.fr\/en\/events\/marketing-research-seminar-asseraf\/","title":{"rendered":"Marketing Online Research Seminar: &#8220;International Marketing Doctrine: The Use of Guiding Principles&#8221; by Dr. Yoel ASSERAF &#8211; Ruppin Academic Center, University of Haifa"},"content":{"rendered":"<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-100969\" src=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2020\/09\/Vignette-ev\u00e9nements-site-web-research-seminar-2.png\" alt=\"\" width=\"880\" height=\"250\" srcset=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2020\/09\/Vignette-ev\u00e9nements-site-web-research-seminar-2.png 880w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2020\/09\/Vignette-ev\u00e9nements-site-web-research-seminar-2-300x85.png 300w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2020\/09\/Vignette-ev\u00e9nements-site-web-research-seminar-2-768x218.png 768w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2020\/09\/Vignette-ev\u00e9nements-site-web-research-seminar-2-150x43.png 150w, https:\/\/www.ieseg.fr\/wp-content\/uploads\/2020\/09\/Vignette-ev\u00e9nements-site-web-research-seminar-2-400x114.png 400w\" sizes=\"(max-width: 880px) 100vw, 880px\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Speaker: Dr Yoel Asseraf, <\/strong><\/p>\n<p style=\"text-align: center;\">Ruppin Academic Center, University of Haifa<\/p>\n<p style=\"text-align: center;\"><strong>Date and Location &#8211; Thursday January 7th 2021 from 13:00 to 14:30 on Zoom<\/strong><\/p>\n<h2 style=\"font-weight: 400; text-align: left;\">ABSTRACT<\/h2>\n<p><em>&#8220;If we try to focus on everything, we focus on nothing\u201d<\/em> Andy GROVE<\/p>\n<div>\n<div data-tid=\"messageBodyContainer\">\n<div data-tid=\"messageBodyContent\">In a seminal qualitative paper, Challagalla et al. (2014; CMJ), identified marketing doctrine (MD) as having potential importance within the marketing literature. CMJ (2014) defined MD as \u201ca firm\u2019s unique principles, distilled from its experiences, which provide firm-wide guidance on market-facing choices\u201d (p. 7). Several core arguments have been placed forward concerning MD\u2019s benefits: MD provides a shared, firm-wide approach to decision making; MD is likely to affect firm\u2019s performance as it guides managers toward the firm\u2019s tested and desired choices and MD guides international ventures by equipping management with a framework to enhance consistency while still allowing flexibility. Given these circumstances, then, firms would do well to look to increase their use of MD. However, these assumptions were not empirically supported as performance benefits of an MD for firms have yet to be demonstrated.<\/div>\n<div data-tid=\"messageBodyContent\"><\/div>\n<div data-tid=\"messageBodyContent\">Recently, Asseraf et al. (2020) investigate empirically, whether and how MD&#8217;s core processes are related to the success of international firms. Drawing on the knowledge-based view, they developed a model of how MD is used and provide the first quantitative test of its relationship with international performance. The authors advance the understanding of MD by providing a mixed-methods paper. In Study 1, a survey-based quantitative study was used. The final sample comprised 349 internationally active SBUs of Israeli firms. Data were analysed using AMOS. Study 2 provides insights into the use of MD based on 20 in-depth interviews. Cross-sectional evidence shows that there tends to be more MD Use in higher-performing firms. Specifically, the important roles of MD Clarity and MD Knowledgeability as crucial mobilising processes of MD Use are demonstrated. Marketing managers are advised to supplement MD to their portfolio of management tools.<\/div>\n<div data-tid=\"messageBodyContent\"><\/div>\n<\/div>\n<\/div>\n<div style=\"text-align: center;\" data-tid=\"messageBodyContent\"><a class=\"btn-transparent\" href=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2020\/12\/20210107-abstract-ASSERAF-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Download <\/strong>the Abstract<\/a><\/div>\n<p style=\"text-align: center;\"><a class=\"btn-transparent\" href=\"https:\/\/ieseg.zoom.us\/j\/88090590345\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Join<\/strong> the webinar<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Speaker: Dr Yoel Asseraf, Ruppin Academic Center, University of Haifa Date and Location &#8211; Thursday January 7th 2021 from 13:00 to 14:30 on Zoom ABSTRACT &#8220;If we try to focus [&hellip;]<\/p>\n","protected":false},"featured_media":0,"template":"","events-category":[200,66,166],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Online Research Seminar: &quot;International Marketing Doctrine: The Use of Guiding Principles&quot; 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