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Article
Open AccessNational customer orientation: an empirical test across 112 countries
Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) p...
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Article
Marketing on the metaverse: Research opportunities and challenges
The metaverse offers marketers the greatest potential to engage with customers and develop competitive advantages on a new medium since the advent of social media. Yet, immense uncertainty exists on what the m...
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Article
Managerial metric use in marketing decisions across 16 countries: A cultural perspective
Research on metrics is consistently designated a priority by academics and practitioners. However, less is known about how culture and cross-national differences can potentially impact metric use, which is the...
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Chapter
First Quadrant: Status Quo Growth Strategy (It’s Obsolete)
This very brief chapter describes how business is not normal now, in terms of how it was conducted pre-pandemic, and it will not be normal for the foreseeable future. Customers’ behaviors have fundamentally ch...
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Chapter
Section Two Introduction: Customer-centric Growth Strategies
This brief introduction to section two provides several case examples that help readers understand how and why firms need to pivot to a new post-pandemic directional reality that focuses on customer-centric gr...
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Third Quadrant: New Products
This chapter discusses a second growth strategy firms should consider employing, which is to create new or modified products tailored to existing customers. The chapter first details why firms should make mino...
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Chapter
Fourth Quadrant: Diversify Simultaneously into New Markets with New or Modified Products
This chapter details a third customer-centric growth strategy firms should consider employing, which is to create new or modified products tailored to new customer markets. The chapter describes that some firm...
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Chapter
Section One Introduction: How and Why the COVID-19 Economic Crisis Occurred? A Customer Behavior-based Perspective
The pandemic caused customers to drastically shift their shop** behavior. This chapter provides a brief introduction into how and why the result of those shifts in behavior created a customer-driven economic...
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Chapter
Psychological and Economic Explanations for Why the COVID-19 Economic Crisis Occurred
This chapter helps explain why customer behavior changed in response to the pandemic. It begins by describing the psychology reasons for the changes to customer behavior and includes detailed analyses on why cust...
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Chapter
An Opportunity Unlike Ever Before
COVID-19 created a shift in the customer and economic-based reality unlike anything most of us have experienced. Customers have changed from routinized pre-pandemic shop** behaviors to frequently purchasing ...
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Chapter
Second Quadrant: New Customer Markets
This chapter describes the first customer-centric growth strategy firms should consider employing, which is to expand into new customer markets with their current product offerings by either targeting new cust...
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Chapter
Section Three Introduction: The COUNTER COVID Customer-centric Framework Your Firm Needs to Employ NOW
This brief introduction to section three introduces the COUNTER COVID customer-centric framework firms need to employ for their daily post-pandemic customer interactions. The chapter also provides several case...
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Chapter
Introduction
As we enter a post-pandemic new reality, firms and customers are dreaming of leaving the pandemic behind. However, the post-pandemic competitive environment is unlikely to directly resemble either the pre-pand...
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Chapter
Conclusion
Nearly all firms have questions for how to proceed as we transition into a post-pandemic customer- and economic-based new reality. This concluding chapter briefly summarizes the book’s customer-centric based r...
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Chapter
Create Emotional Connections to CREATES Loyalty
The first principle of the COUNTER COVID customer-centric framework recommends firms to create emotional connections with their customers so they can develop, maintain, and sustain customers’ loyalty. The chap...
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Chapter
Extend Digital Footprint
The third principle of the COUNTER COVID customer-centric framework recommends firms to expand their digital footprint. The pandemic caused customers and firms to become dependent on digital technologies for t...
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Demonstrate Product Value
The second principle of the COUNTER COVID customer-centric framework recommends firms to demonstrate product value in their daily interactions with customers. Despite the pandemic’s devastating effect on many ...
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Chapter
Five Phases for How Customer Behavior Changed in Response to COVID-19
COVID-19 resulted in five phases of change to customer behavior (i.e., panic, lockdown, re-opening, persistence, and the new normal). This chapter details how customer behavior changed in each phase by using i...
