Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies

Gianita Bleoju, Alexandru Capatina, Elisa Rancati and Nicolas Lesca

Journal of Business Research, 2016, vol. 69, issue 11, 5524-5528

Abstract: This research seeks to explore which configurations of causal conditions can predict inbound–outbound marketing techniques adoption. The study uses Qualitative Comparative Analysis (QCA) approach to examine the pure player's (PP) propensity to inbound marketing and the propensity of click and mortar (C&M) to outbound marketing. The explanatory factors' architecture consists of ten constructs; five reflect PP propensity to inbound marketing and five reflect C&M propensity to outbound marketing. The preliminary findings of the fuzzy set qualitative comparative analysis (fsQCA) on an Italian sample of PP and C&M confirm the validity of the conceptual framework. Furthermore, the study proposes the test of the framework to a Romanian sample of PP and C&M. The originality of the conceptual approach is relying mainly upon its revealing force based on untrained recipes to approach the complexity of organizational client interaction, enriching marketing theory and understanding new practices as actionable knowledge. The main contribution of this study is to propose new configurations of organizational propensity toward inbound–outbound marketing techniques, through learning the new meanings of complex outcomes.

Keywords: Inbound marketing; Outbound marketing; Pure player; Click and mortar; Client experience; fsQCA (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296316303691
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:11:p:5524-5528

DOI: 10.1016/j.jbusres.2016.04.165

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().