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CALL FOR PAPERS

JOURNAL OF MARKETING AND MANAGEMENT
SPECIAL ISSUE

Market sensing in the Age of Globalization

The closing date for submission is 30th March 2014 for publication by November 2014.

THE IDEA AND ITS EXECUTION

The concept of market sensing was introduced by Day (1994) as a distinctive capability of market-driven firms. By utilizing market sensing, firms are able to serve customers better by updating customer needs and production technologies (Day, 1994). Market sensing and understanding the incoming information is crucial to a organization’s success (Olavarrieta & Friedmann, 1999). Today’s scholars and practicing marketers are confronted with a spate of conflicting and imprecise information about best practices by which to search, gather, consolidate and interpret market information. Consequently, the need has never been greater to optimize market sensing to generate managerial actions that efficiently and effectively utilize knowledge of emerging consumer needs and competitive threats. The proposed JMM special issue addresses these urgent and timely concerns.

CONTRIBUTION OF THE MARKET SENSING IDEA TO THE FIELD OF MARKETING

The JMM Special Issue on Market Sensing analyzes methods and substantive approaches to market sensing–in considerable depth and will be a rich source of ideas for developing relevant market-driven strategies. It will show the reader how to re-formulate traditional marketing intelligence frameworks that are slated for obsolescence. In essence, the JMM Special issue on Market sensing will provide marketing scholars and practitioners with integrated, in-depth knowledge of this emerging field of study, as well as authoritative answers to the following questions:

• What advantages does market sensing provide for market selection?
• How does it help decision-making with respect to product differentiation?
• How can it be used to improve the choice of communication and distribution channels?
• What is the value of market sensing when managers are faced with decisions about the scale and scope of support activities?
• How can we reliably discern future areas of growth by means of market sensing?

This special issue will address these key issues and more, to advance theory, research and practice based on latest developments in this vital field. Contributions, theoretical and empirical, may range from papers that link market sensing to value and strategy analyses, or advance new theories and research into market sensing that relates the concept’s utility to such sub-topics as competitive pricing, adaptive planning, joint marketing alliances, customer satisfaction, market segmentation, and product innovation.

References

Day, G. S. (1994). The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(4), 37-52.

Gigererenzer, G. (2000). Adaptive Thinking: Rationality in the in the Real World. NY: Oxford University Press.

Olavarrieta, S., & Friedmann, R. (1999). Market-oriented culture, knowledge related resources, reputational assets and superior performance: A conceptual framework. Journal of Strategic Marketing, 7, 215–228.

Russo, J., E. & Schoemaker, P.J. H. (2002). Winning Decisions: Getting it Right the First Time. NY: Doubleday.

Weick, K. E. ((1995). Sensemaking in Organizations. Thousand Oaks, CA: Sage

Woodside, A.G. (2005). Market-Driven Thinking. Oxford, UK: Elsevier Butterworth Heinemann.

CONTACT INFORMATION

Melvin Prince, Co-editor
Professor of Marketing
Southern Connecticut State University
501 Crescent Street
New Haven, Connecticut 06515
Princem1@southernct.edu
Tel: 203-327-2097
Fax: 203-353-4300

Constantinos-Vasilios Priporas, Co-editor Senior Lecturer in Marketing Middlesex Business School, Middlesex University The Burroughs, London, NW4 4BT, UK, c.priporas@mdx.ac.uk

ABOUT THE EDITORS

Melvin Prince holds a Ph.D. degree from Columbia University. He is a Professor of marketing at Southern Connecticut State University. He teaches graduate courses in marketing research, consumer behavior and advertising. Past academic appointments include teaching and research positions at Brandeis University, Fordham University, Pace, Iona College and Quinnipiac University.

Dr. Prince is also President of Prince Associates and provides analytic counsel to research companies and their clients. He spearheaded the research and development of the instant coupon machine, a breakthrough in-store promotional device. His previous industry experience includes marketing research directorships at advertising agencies, manufacturing companies and the media. He worked in this capacity for BBDO and Marsteller agencies, National Brand Scanning, J. B. Williams and Scholastic Magazines. He is a member of the ÂÜÀòÉç¹ÙÍø, American Statistical Association, Association for Consumer Research, and the Society for Consumer Psychology, a division of the American Psychological Association.

He has delivered addresses before the Advertising Research Foundation, the Association of National Advertisers and the Market Research Council. He has written three books, including Consumer Research for Management Decisions. His articles have previously appeared in such journals as Journal of Business Venturing, Journal of Economic Psychology, Business Horizons, Business Strategy Review, Journal of Advertising and Journal of Advertising Research.

Constantinos-Vasilios Priporas, holds a PhD from Newcastle University Upon Tyne (UK). He is a Senior Lecturer in Marketing at Middlesex Business School, Middlesex University (UK). He has taught marketing courses at University of Macedonia, The Greek Open University, Technological Educational Institute of Western Macedonia, Technological Educational Institute of Serres, Technological Educational Institute of Thessaloniki and Colleges. Dr. Priporas has worked as a Special Advisor for the Ministry of Macedonia & Thrace, Greece and as a free lance consultant. He has published in several international academic journals and conferences. In addition, he is a member of several professional marketing bodies and Country Director of the EuroMed Research Business Institute for Greece

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