Christian Homburg Quotes

13 Sourced Quotes

Marketing Management: A Contemporary Perspective provides a fresh new perspective on marketing from some of the leading researchers in Europe. The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new book combines scholarly international research with relevant and contemporary examples from markets and brands across the world.

Christian Homburg
[Strategic account management programs include] special activities... such as pricing, products, services, distribution, and information sharing' and that they involve 'in addition to marketing and sales, functional groups such as manufacturing, research and development, and finance.

Christian Homburg
[Key Account Management is] the extent to which an organization achieves better relationship outcomes for its Key Accounts than for its average accounts.

Christian Homburg
People define themselves in terms of both unique individualizing attributes and collective attributes of the groups to which they belong.

Christian Homburg
Much empirical work on marketing organization has not distinguished between marketing units and sales units. Traditionally, sales has been conceptualized as a subunit of the marketing department that reports to a marketing executive (Ruekert, Walker, and Roering 1985; Weitz and Anderson 1981). For example, Ruekert and Walker (1987a, b) and Dastmalchian and Boag (1990) speak about marketing as one whole and barely mention the word sales. This view of M & S as one unit is challenged by qualitative reports (Piercy 1986).

Christian Homburg
Norms guide market-oriented behaviors within organizations. More specifically, we focus on market orientation as the concrete object of these norms. If, for example, the members of an organization share the value of openness of internal communication, a specific norm related to that value is the openness of market-related internal communication. As another example, the norm of market-related responsibility of employees is a specification of the more general shared value of responsibility of the employees... The difference between values and norms is that norms guide behaviors in a specific context, whereas values represent general guidelines.

Christian Homburg
The notion of corporate social responsibility (CSR) has gained momentum and is currently of strategic importance for many companies. Among Fortune 500 companies, as many as 90% have explicit CSR initiatives, more than half publish a separate annual CSR report, and most have senior executives responsible for CSR (Luo and Bhattacharya 2009; McKinsey & Company 2009).

Christian Homburg
The greater the extent of market dynamism, the greater is the positive impact of market-oriented behaviors on market performance.

Christian Homburg
Cross-functional KAM companies stand out with respect to both performance in the market and adaptiveness.

Christian Homburg
We define CSR as a firm's voluntary consideration of stakeholder concerns both within and outside its business operations.

Christian Homburg
Activities for complex customers cannot be handled by the sales function alone but requires participation from other functional groups.

Christian Homburg
Stakeholder theory regards the firm as a nexus of stakeholders, commonly defined as groups or individuals who can affect or are affected by the achievement of the firm's goals (Freeman 1984). Depending on the ground for examining a firm's stakeholders, we can differentiate three approaches (Jones 1995):

Christian Homburg
Industrial marketing should be understood as a relationship-specific rather than a transaction-specific construct.

Christian Homburg