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  • 1
    Electronic Resource
    Electronic Resource
    Competitive intelligence practices of South African and Belgian exporters (2005)
    Bingley : Emerald
    Marketing intelligence & planning 23 (2005), S. 606-620 
    Details
    ISSN: 0263-4503
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Purpose - The objective of the study was to compare competitive intelligence (CI) practices of exporters in South Africa and Belgium. Design/methodology/approach - An e-mail and postal survey in a sample of 292 Belgian and 309 South African exporting companies was carried out in which CI-practices and opinions and attitudes towards CI were measured. Findings - Most respondents report a "CI culture" in their companies. South African and Belgian exporters are, however, not yet well equipped and not very active to conduct effective CI, especially in the areas of planning, process and structure, data collection, data analysis, and especially skills development. In both countries CI-activities are usually not organized in a separate department and, if they are, CI is mostly done in the marketing and sales department. Managers from both countries consider similar types of information important, and they rely on similar sources of information. Although the responsibility for CI is more a top management issue in Flanders than it is in South Africa, South African companies have on average a longer tradition of organized CI-activity and more full- and part-time staff is involved in CI-activity. These differences can be attributed to the fact that, as compared to Belgium, South Africa is an emerging export country in which the need for more formalised CI-activity focusing on the collection of relevant data is more apparent. Originality/value - This is the first comprehensive study of CI-practices in the two countries. The results lead to a number of recommendations for the exporting companies in both countries and in general add to the knowledge of the position of CI in companies.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02634500510624156
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  • 2
    Electronic Resource
    Electronic Resource
    Consumer preferences for the marketing of ethically labelled coffee (2005)
    Bingley : Emerald
    International marketing review 22 (2005), S. 512-530 
    Details
    ISSN: 0265-1335
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Purpose - This study aims to assesses the relative importance that Belgian consumers attach to different characteristics and marketing practices of ethically labelled coffee, i.e. type of ethical issue, label issuer, amount of information provided, distribution and promotion strategy and branding. Design/methodology/approach - Buying behaviour is studied by means of a web-based survey in a sample of 750 Belgian consumers, using conjoint analysis. Findings - Consumers attach greatest importance to the distribution strategy of ethically labelled coffee, followed by the type of ethical label, and the issuer of the label. Ethically labelled coffee should be available in ordinary supermarkets and be presented along with non-ethical coffee brands. Fair trade labelled coffee is by far the most preferred over eco- and bio-labels. European government labels, or labels issued by non-governmental organizations, are preferred over national (Belgian) government endorsed labels. Consumers prefer extra information on the package, in addition to a label. Out-of-shop promotion of the label and the type of brand are of minor importance. The results are similar across different socio-demographic groups. Practical implications - Implications for governments, NGOs, and manufacturers and distributors of ethically labelled coffee (and possibly other ethical products) are offered. Originality/value - The contribution of the study is that it measures the relative importance of factors that have previously been identified as relevant in a realistic multi-attribute preference-formation framework.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02651330510624363
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  • 3
    Electronic Resource
    Electronic Resource
    Reactions to different types of ads in Belgium and Poland (1998)
    Bingley : Emerald
    International marketing review 15 (1998), S. 277-290 
    Details
    ISSN: 0265-1335
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: The communication effect of four types of alcohol advertisement, i.e. humorous, warm, erotic and non-emotional, are studied in Belgian and Polish samples of young consumers. Ad recognition, brand attribution, ad evoked feelings, cognitive and affective reactions, attitude towards the ad, the brand and purchase intention, are measured and compared between the Belgian and the Polish group. A lot of similarities between Polish and Belgian subjects emerge. Emotional appeals generate a more positive ad and brand attitude, and humour is the most effective emotional appeal. Basic ad evoked feelings are very similar in both groups. On the other hand, some differences are observed. Erotic ads do a better job in Poland than in Belgium. An evoked irritation leads to negative communication effects only in Belgium, but not in Poland. Polish consumers seem to rely more on cognitive responses to form an attitude towards the brand, while affective responses are more important for Belgium consumers.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02651339810227551
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