Subject : Organizational Buying and Shopper Behaviour

Department: : Marketing (MCD)

Course : PhD Program

Subject : Organizational Buying and Shopper Behaviour

Lecturers : Eliane Pereira Zamith Brito

2nd semester /2015

Syllabus

Objective

The objective of this course is to present an updated discussion about theories on shopper behaviour (in-store behaviour) and organizational buying.

Topics

a)  Shopper Marketing

b)  In-store buying experience

c)  Price and shopper behaviour

d)  Product assortment and category management

e)  Store atmosphere

f)  Retail branding

g)  Online shopping

h)  Organizational buying

i)  Buyer-seller relationship

j)  Service perspective on business relationships

k)  Value creation and capture

Methodology

The course involves various didactic activities, such as:

a.  Participative lectures;

b.  Discussion of the chapter of a book, a scientific article or a research report;

c.  Student seminars; and

d.  Study reports.

Within this context, the role of the professor is that of instigator and moderator of the learning process, her attributions being: coordination of the discussion of selected texts, correction of and commentary on the studies and exercises presented, and the assessment of the students.

Postgraduate student shall be highly motivated and work with dedication. Previous preparation for the class and participation in it are crucial. It is expected that the student shall undertake thorough and critical study of the subjects and tasks recommended. In each class he/she should be prepared to participate in the activities, offer his/her interpretation and reflections on the texts and comment on his/her experiences and proposals.

Assessment Criteria

Students will assessed using the criteria displayed in the following table.

Activity / Weight
Summary essays on the topics of the course / 30%
Participation on the discussion of material read during classes / 40%
Final essay / 30%

The summary essays should be a synthesis of the texts read and should permit the professor to check on the students’ understanding of the theme under discussion, on the basis of the references suggested for reading and also on the discussion during the classes. Students will be asked to write the essay at the end of each class. The summary essays evaluation will consider the quality of the text and the clarity and objectivity with which the ideas contained are presented and the logical sequencing of the ideas.

Each student has to choose one of course topics to develop in his/her final essay. The student shall be demanded to search for new references on the topic, including recent research papers, in order to develop a research proposal. The document has to contain: an introduction presenting the proposal and the research question; a theory review section; a discussion of possible research methods to be applied in the research development. The research question has to be based on the theory and also on the practical reflection of the student, and the reasoning behind the question shall be presented in the introduction. The theory on the topic has to be well structured and references articulated to present potential gaps in the theory. The final essays will be assessed in terms of the quality of the text, the overall discussion and alignment of the parts, and the references (including national ones) chosen as a basis for the development of the arguments. The text can be of up to 7 pages in single spacing and Times New Roman 12 type, which must be handed in during the last session of the course. Each student shall present her/his proposal in the last session. A presentation of up to 10 minutes has to be prepared about the proposal – use slides, film or other materials to support the presentation.

Course Outline

Date / Topic / Reference
03/08 / Presentation of the course
10/08 / Shopper / Tauber (1972)
Shankar et al. (2011)
Hardesty & Bearden (2009)
Brown & Dant (2009)
17/08 / Customer Experience / Grewal, Levy & Kumar (2009)
Verhoef et al. (2009)
Otnes, Ilhan & Kulkarni (2012)
24/08 / Retail Pricing / Levy et al. (2004)
Kopalle et al. (2009)
Grewal et al. (2012)
Jensen & Grunert (2014)
Bodur, Klein & Arora (2015)
31/08 / Assortment / Mantrala et al. (2009)
Castro, Morales & Nowlis (2013)
Ge, Messinger & Li (2009)
Parker & Lehmann (2011)
Boyd & Bahn (2009)
14/09 / Store environment / Eroglu, Machleit & Barr (2005)
Kaltcheva & Weitz (2006)
Baker, Grewal, & Parasuraman (1994)
Brandão & Parente (2012)
21/09 / Retail Branding / Ailawadi & Keller (2004)
Borghini et al. (2009)
Swoboda, Berg & Schramm-Klein (2013)
Delgado-Ballester, Hernandez-Espallardo, & Rodriguez-Orejuela (2014)
28/09 / Organizational Buying / Johnston & Lewin (1996)
Webster Jr, & Wind (1972)
Hadjikhani & LaPlaca (2013)
Spekman & Gronhaug (1986)
05/10 / Theoretical basis: relational view / Dyer & Singh (1998)
Palmatier (2008)
Parmigiani & Rivera-Santos (2011)
Geyskens, Gielens & Wuyts (2015)
Ribeiro et al. (2009)
19/10 / Theoretical basis: Social exchange theory and resource dependence theory / Cronpanzano & Mitchell (2005)
Emerson (1976)
Lambe, Wittmann & Spekman (2001)
Hillman, Withers & Collins (2009)
Pauraj & Chen (2007)
26/10 / Theoretical basis: Transaction cost; agency theory / Williamson (2008)
Williamson & Ghani (2012)
Rindefleisch & Heide (1997)
Eisenhardt (1989)
Tate (2010)
Heide, Wathne & Rokkan (2007)
09/11 / Creation and appropriation of value in B2B relationships / Bowman & Ambrosini (2000)
Lepak, Smith & Taylor (2007)
Kothari & Lackner (2006)
Wagner, Eggert & Lindemann (2010)
Lindgreen et al. (2012)
16/11 / New theory in Marketing - Value co-creation and SDL / Ballantyne, Williams & Aitken (2011)
Grönroos (2011)
Jacob & Ulaga (2008)
Cova & Salle (2008)
Ford & Mouzas (2013)
23/11 / Presentation and final feedback

References

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Ge, X., Messinger, P. R., & Li, J. (2009). Influence of soldout products on consumer choice.Journal of Retailing,85(3), 274-287.

Geyskens, I., Gielens, K., & Wuyts, S. (2015). United we stand: The impact of buying groups on retailer productivity.Journal of Marketing, 79(3), 16-33.

Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework.Journal of Retailing,85(1), 1-14.

Grewal, D., Roggeveen, A. L., Compeau, L. D., & Levy, M. (2012). Retail value-based pricing strategies: New times, new technologies, new consumers.Journal of Retailing,88(1), 1-6.

Grönroos, C. (2011). Value co-creation in service logic: A critical analysis.Marketing theory,11(3), 279-301.

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Hardesty, D. M., & Bearden, W. O. (2009). Consumer behavior and retailing. Journal of Retailing,85(3), 239-244.

Heide, J. B., Wathne, K. H., & Rokkan, A. I. (2007). Interfirm monitoring, social contracts, and relationship outcomes.Journal of Marketing Research, 44(3), 425-433.

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Jensen, B. B., & Grunert, K. G. (2014). Price knowledge during grocery shopping: What we learn and what we forget.Journal of Retailing,90(3), 332-346.

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Kaltcheva, V. D., & Weitz, B. A. (2006). When should a retailer create an exciting store environment?Journal of marketing,70(1), 107-118.

Kopalle, P., Biswas, D., Chintagunta, P. K., Fan, J., Pauwels, K., Ratchford, B. T., & Sills, J. A. (2009). Retailer pricing and competitive effects.Journal of Retailing,85(1), 56-70.

Kothari, A., & Lackner, J. (2006). A value based approach to management. Journal of Business & Industrial Marketing,21(4), 243-249.

Lambe, C. J., Wittmann, C. M., & Spekman, R. E. (2001). Social exchange theory and research on business-to-business relational exchange. Journal of Business-to-Business Marketing, 8(3), 1-36.

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Lepak, D. P., Smith, K. G., & Taylor, M. S. (2007). Value creation and value capture: a multilevel perspective.Academy of Management Review,32(1), 180-194.

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Parmigiani, A., & Rivera-Santos, M. (2011). Clearing a Path Through the Forest: A Meta-Review of Interorganizational Relationships. Journal of Management, 37(4), 1108–1136.

Pauraj, A., & Chen, I. J. (2007). Environmental Uncertainty and Strategic Supply Management: A Resource Dependence Perspective and Performance Implications. Journal of Supply Chain Management, 43(3), 29–42.

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Mantrala, M. K., Levy, M., Kahn, B., Fox, E., Gaidarev, P., Dankworth, B., & Shah, D. (2009). Why is assortment planning so difficult for retailers? A framework and research agenda.Journal of Retailing,85(1), 71-83.

Otnes, C. C., Ilhan, B. E., & Kulkarni, A. (2012). The language of marketplace rituals: implications for customer experience management.Journal of Retailing,88(3), 367-383.

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