Relevant marketing geography: a competency-based perspective

Nicholson, John D., Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350 and Kitchen, Philip J. 2008. Relevant marketing geography: a competency-based perspective. Marketing Intelligence and Planning 26 (3) , pp. 235-252. 10.1108/02634500810871311

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Abstract

Purpose – The purpose of this paper is to apply the theory of relationship marketing to the previously unexplored context of organizations – from multiple sectors of society – that interact through no other apparent reason than geographic proximity. The paper assimilates literature from outside the discipline of marketing and synthesizes this with empirical findings in order to present a practical agenda for private sector firms in relation to their local region. Design/methodology/approach – Qualitative, convergent depth-interviews and interdisciplinary literature synthesis. Findings – The paper presents a model of relevant marketing geography, which positions a resource-based view as a new direction for relationship marketing research. An additional model conceptualizes the competencies possessed by a private sector firm that allows the firm to access local stocks of social capital. Research limitations/implications – The paper offers the results of an exploratory, inductive investigation. Subsequent further research directions are significant and are outlined at the end of the paper. Practical implications – Involvement by private sector firms in their local region is often a random, spontaneous activity, or a reactive activity in response to prompts by public and third sector actors. The paper presents two models that move this agenda from emergent to planned strategic activity for private sector firms. Originality/value – There is little if any previous discussion of research in the above outlined context within the marketing literature. This paper offers the potential for expansion of that literature.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Uncontrolled Keywords:	Localization ; Marketing strategy ; Relationship marketing ; Resources ; Social capital
Publisher:	Emerald
ISSN:	0263-4503
Date of First Compliant Deposit:	30 March 2016
Last Modified:	16 May 2023 08:27
URI:	https://orca.cardiff.ac.uk/id/eprint/19957

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