Marketing Diversity Strategy and Marketing Performance: An Empirical Investigation of Hotel Businesses in Thailand
Keywords:
Marketing Diversity Strategy, Marketing Competitiveness, Marketing PerformanceAbstract
This research attempt to integrate the key components of marketing diversity strategy namely; integrated marketing communication capability, multi-marketing channel orientation, targeted marketing campaign focus, customized marketing segmentation implementation and various marketing program emphasis into a proposed model. The main purpose of this research was to determine the effect of five dimensions of the marketing diversity strategy on marketing performance. The results were derived from a survey of 161 four-five star hotels in Thailand, from which the marketing directors and marketing managers were the key informants. The OLS regression analysis indicates that three dimensions of marketing diversity strategy, which consist of integrated marketing communication capability, customized marketing segmentation implementation, and various marketing program emphasis have positively influence on marketing competitiveness. Furthermore, marketing competitiveness has a strong positively influence on marketing performance. Finally, this research provides theoretical and managerial contributions of marketing diversity strategy to improve business practice guidelines of hotel businesses in Thailand, to expand of previous literatures, and the recommendations of further research direction.
References
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Cardy, R. L. and Selvarajan, T. T. (2006). Competencies: Alternative frameworks for competitive advantage. Business Horizons, 49(3), 235-245.
Chow, I. H. S., Lo, T. W. C., Sha, Z. and Hong, J. (2006). The impact of developmental experience, empowerment, and organizational support on catering service staff performance. International Journal of Hospitality Management, 25(3), 478-495.
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Duffy, D. L. (2004). Multi-channel marketing in the retail environment. Journal of Consumer Marketing, 21(5), 356-359.
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Huang, J., Zhong, N., and Yao, Y. (2014). A unified framework of targeted marketing using customer preferences. Computational Intelligence, 30(3), 451-472.
Hughes, M., and Morgan, R. E. (2007). Deconstructing the relationship between entrepreneurial orientation and business performance at the embryonic stage of firm growth. Industrial Marketing Management, 36(5), 651-661.
Hultman, M., Katsikeas, C. S., and Robson, M. J. (2011). Export promotion strategy and performance: the role of international experience. Journal of International Marketing, 19(4), 17-39.
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Luxton, S., Reid, M., and Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.
Mandala, L., and Schwadron, S. (2015). Diversity marketing: better targeting of today’s shoppers cultural, psychological factors pinpoint niches, refine messages. International Council of Shopping Centers Retail Properties Insight, 22(1), 30-36.
Moutinho, L., and Phillips, P. A. (2002). The impact of strategic planning on the competitiveness, performance and effectiveness of bank branches: a neural network analysis. International Journal of Bank Marketing, 20(3), 102-110.
Murray, J. A., O'Driscoll, A., and Torres, A. (2002). Discovering diversity in marketing practice. European Journal of Marketing, 36(3), 373-390.
Noble, C. H., and Mokwa, M. P. (1999). Implementing marketing strategies: Developing and testing a managerial theory. Journal of Marketing, 46(3), 57-73.
Oliver, C., and Holzinger, I. (2008). The effectiveness of strategic political management: A dynamic capabilities framework. Academy of Management Review, 33(2), 496-520.
Phong-Inwong., Ussahawanitchakit, P., and Pratoom, K. (2012). Dynamic marketing strategy, marketing competitiveness, marketing Success, and marketing performance: evidence from home decoration exporting businesses in Thailand. International Journal of Business Strategy, 12(4), 83-107.
Rungtusanatham, M., and Forza, C. (2005). Coordinating product design, process design, and supply chain design decisions: Part A: Topic motivation, performance implications, and article review process. Journal of Operations Management, 23(3), 257-265.
Sabri, S., and Sabri-Matanagh, S. (2012). The Impact of Information and Communications Technology Infrastructure on the Momentum of Organisational Change. The Journal of Applied Business and Economics, 13(4), 85-95.
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Slater, S. F., and Olson, E. M. (2000). Strategy type and performance: The influence of sales force management. Strategic Management Journal, 21(8), 813-829.
Steinfield, C. (2004). The missing link: connecting physical and virtual channels through click and mortar electronic commerce. In The Digital Economy—Anspruch und Wirklichkeit (pp. 147-163). Springer Berlin Heidelberg.
Tang, T. W. and Tang, Y. Y. (2012). Promoting service-oriented organizational citizenship behaviors in hotels: The role of high-performance human resource practices and organizational social climates. International Journal of Hospitality Management, 31(3), 885-895.
Torres, A. M., and Murray, J. A. (2000). Diversity and marketing practice. Irish Marketing Review, 13(2), 3-18.
Torres, A., and Murray, J. (2001). Diversity, marketing practice and organisational evolution: Implications for the management of productive evolution. Journal of Change Management, 2(3), 229-243.
Van Dijk, G., Minocha, S., and Laing, A. (2007). Consumers, channels and communication: Online and offline communication in service consumption. Interacting with Computers, 19(1), 7-19.
Varadarajan, P. R., and Jayachandran, S. (1999). Marketing strategy: an assessment of the state of the field and outlook. Journal of the Academy of Marketing Science, 27(2), 120-143.
Verhoef, P. C., and Donkers, B. (2001). Predicting customer potential value an application in the insurance industry. Decision Support Systems, 32(2), 189-199.
Waranantakul, W., Ussahawanitchakit, P., and Jhundra-indra, P. (2013). Service brand identity strategy and
marketing performance: An empirical evidence from travel agency businesses in Thailand.
International Journal of Business Strategy, 13(4), 5-40.
Webb, K. L., and Lambe, C. J. (2007). Internal multi-channel conflict: An exploratory investigation and conceptual framework. Industrial Marketing Management, 36(1), 29-43.
Albaum, G., and Tse, D. K. (2001). Adaptation of international marketing strategy components, competitive advantage, and firm performance: a study of Hong Kong exporters. Journal of International Marketing, 9(4), 59-81.
Albert, T. C. (2003). Need-based segmentation and customized communication strategies in a complex-commodity industry: A supply chain study. Industrial Marketing Management, 32(4), 281-290.
Andrews, J., and Smith, D. C. (1996). In search of the marketing imagination: Factors affecting the creativity of marketing programs for mature products. Journal of Marketing Research, 174-187.
Armstrong, J. S. and Overton, T. S. (1977). Estimating non-response bias in mail surveys. Journal of Marketing
Research, 14 (3), 396-402.
Assael, H., and Roscoe Jr, A. M. (1976). Approaches to market segmentation analysis. Journal of Marketing, 40(4), 67-76.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of
Management, 17(1), 99-120.
Bass, F. M., Tigert, D. J., and Lonsdale, R. T. (1968). Market segmentation: Group versus individual behavior. Journal of Marketing Research, 5(August 1968), 264-270.
Bharadwaj, S. G., Varadarajan, P. R., and Fahy, J. (1993). Sustainable competitive advantage in service industries: A conceptual model and research propositions. The Journal of Marketing,57(4), 83-99.
Cardy, R. L. and Selvarajan, T. T. (2006). Competencies: Alternative frameworks for competitive advantage. Business Horizons, 49(3), 235-245.
Chow, I. H. S., Lo, T. W. C., Sha, Z. and Hong, J. (2006). The impact of developmental experience, empowerment, and organizational support on catering service staff performance. International Journal of Hospitality Management, 25(3), 478-495.
Christian, G. (2000). Service Management and Marketing: a customer relationship management approach. Chichester, England: John WileyandSons LTD.
Conant, J. S., and White, J. C. (2000). Marketing program planning, process benefits, and store performance: an initial study among small retail firms. Journal of Retailing, 75(4), 525-541.
Duffy, D. L. (2004). Multi-channel marketing in the retail environment. Journal of Consumer Marketing, 21(5), 356-359.
Duncan, T., and Mulhern, F. (2004). A white paper on the status, scope and future of IMC. In IMC Symposium co-sponsored by IMC programs at Northwestern University and University of Denver (March).
Easingwood, C., and Storey, C. (1996). The value of multi-channel distribution systems in the financial services sector. Service Industries Journal, 16(2), 223-241.
Eisenhardt, K. M. and Martin, J. A. (2000). Dynamic capabilities: What are they? Strategic Management Journal, 21(10/11), 1105-1121.
Frank, R. E., Massey, W. F., and Wind, Y. (1972). Market segmentation. Prentice Hall.
Freytag, P. V., and Clarke, A. H. (2001). Business to business market segmentation. Industrial Marketing Management, 30(6), 473-486.
Geyskens, I., Gielens, K., and Dekimpe, M. G. (2002). The market valuation of internet channel additions. Journal of marketing, 66(2), 102-119.
Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E. (2010). Multivariate data analysis: A global perspective.
Haverila, M. J. (2013). Market segmentation in the cell phone market among adolescents and young adults. Asia Pacific Journal of Marketing and Logistics, 25(3), 346-368.
Huang, J., Zhong, N., and Yao, Y. (2014). A unified framework of targeted marketing using customer preferences. Computational Intelligence, 30(3), 451-472.
Hughes, M., and Morgan, R. E. (2007). Deconstructing the relationship between entrepreneurial orientation and business performance at the embryonic stage of firm growth. Industrial Marketing Management, 36(5), 651-661.
Hultman, M., Katsikeas, C. S., and Robson, M. J. (2011). Export promotion strategy and performance: the role of international experience. Journal of International Marketing, 19(4), 17-39.
Keller, K. L. (2016). Unlocking the power of integrated marketing communications: How integrated is your IMC program?. Journal of Advertising, 45(3), 286-301.
Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation and
Control (8th edn). NJ.: Prentice- Hall: Englewood Cliffs.
Leisen, B., and Vance, C. (2001). Cross-national assessment of service quality in the telecommunication industry: evidence from the USA and Germany. Managing Service Quality: An International Journal, 11(5), 307-317.
Luxton, R. (2002). Marketing campaign systems—the secret to life-long customer loyalty. The Journal of Database Marketing, 9(3), 248-258.
Luxton, S., Reid, M., and Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.
Mandala, L., and Schwadron, S. (2015). Diversity marketing: better targeting of today’s shoppers cultural, psychological factors pinpoint niches, refine messages. International Council of Shopping Centers Retail Properties Insight, 22(1), 30-36.
Moutinho, L., and Phillips, P. A. (2002). The impact of strategic planning on the competitiveness, performance and effectiveness of bank branches: a neural network analysis. International Journal of Bank Marketing, 20(3), 102-110.
Murray, J. A., O'Driscoll, A., and Torres, A. (2002). Discovering diversity in marketing practice. European Journal of Marketing, 36(3), 373-390.
Noble, C. H., and Mokwa, M. P. (1999). Implementing marketing strategies: Developing and testing a managerial theory. Journal of Marketing, 46(3), 57-73.
Oliver, C., and Holzinger, I. (2008). The effectiveness of strategic political management: A dynamic capabilities framework. Academy of Management Review, 33(2), 496-520.
Phong-Inwong., Ussahawanitchakit, P., and Pratoom, K. (2012). Dynamic marketing strategy, marketing competitiveness, marketing Success, and marketing performance: evidence from home decoration exporting businesses in Thailand. International Journal of Business Strategy, 12(4), 83-107.
Rungtusanatham, M., and Forza, C. (2005). Coordinating product design, process design, and supply chain design decisions: Part A: Topic motivation, performance implications, and article review process. Journal of Operations Management, 23(3), 257-265.
Sabri, S., and Sabri-Matanagh, S. (2012). The Impact of Information and Communications Technology Infrastructure on the Momentum of Organisational Change. The Journal of Applied Business and Economics, 13(4), 85-95.
Slater, S. F., Hult, G. T. M., and Olson, E. M. (2010). Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. Industrial Marketing Management, 39(4), 551-559.
Slater, S. F., and Olson, E. M. (2000). Strategy type and performance: The influence of sales force management. Strategic Management Journal, 21(8), 813-829.
Steinfield, C. (2004). The missing link: connecting physical and virtual channels through click and mortar electronic commerce. In The Digital Economy—Anspruch und Wirklichkeit (pp. 147-163). Springer Berlin Heidelberg.
Tang, T. W. and Tang, Y. Y. (2012). Promoting service-oriented organizational citizenship behaviors in hotels: The role of high-performance human resource practices and organizational social climates. International Journal of Hospitality Management, 31(3), 885-895.
Torres, A. M., and Murray, J. A. (2000). Diversity and marketing practice. Irish Marketing Review, 13(2), 3-18.
Torres, A., and Murray, J. (2001). Diversity, marketing practice and organisational evolution: Implications for the management of productive evolution. Journal of Change Management, 2(3), 229-243.
Van Dijk, G., Minocha, S., and Laing, A. (2007). Consumers, channels and communication: Online and offline communication in service consumption. Interacting with Computers, 19(1), 7-19.
Varadarajan, P. R., and Jayachandran, S. (1999). Marketing strategy: an assessment of the state of the field and outlook. Journal of the Academy of Marketing Science, 27(2), 120-143.
Verhoef, P. C., and Donkers, B. (2001). Predicting customer potential value an application in the insurance industry. Decision Support Systems, 32(2), 189-199.
Waranantakul, W., Ussahawanitchakit, P., and Jhundra-indra, P. (2013). Service brand identity strategy and
marketing performance: An empirical evidence from travel agency businesses in Thailand.
International Journal of Business Strategy, 13(4), 5-40.
Webb, K. L., and Lambe, C. J. (2007). Internal multi-channel conflict: An exploratory investigation and conceptual framework. Industrial Marketing Management, 36(1), 29-43.
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Published
2019-02-21
How to Cite
Ketchompu, D., Jhundra-indra, P., & Pratoom, K. (2019). Marketing Diversity Strategy and Marketing Performance: An Empirical Investigation of Hotel Businesses in Thailand. KASEM BUNDIT JOURNAL, 20(Feburary), 1–22. Retrieved from https://so04.tci-thaijo.org/index.php/jkbu/article/view/129402
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