BAHIR DAR UNIVERSITY
COLLEGE OF BUSINESS AND ECONOMICS
DEPARTMENT OF MARKETING MANAGEMENT
POST GRADUATE PROGRAM 2012 E.C
Couse title: - Strategic marketing management
Course code: - Mkmt 5142
Article review on the r/n ship of Status and Conspicuousness and Strategic Marketing
Implications for Luxury Brand
Submitted to: Gashaw. M (PhD)
Reviewed by: ……………………..
Submitted date: Sene 10, 2012 E.C
Bahir Dar, Ethiopia
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1. Citation
Title: - Status and Conspicuousness; Are They Related? Strategic Marketing Implications for
Luxury Brand.
Author: - Yann Truonga, Geoff Simmonsb, Rodd McCollc and Philip J. Kitchen
Journal: - Journal of Strategic Marketing
Year: - 2008
Volume Number: - Vol. 16, No. 3,
Page Number: - 189–203
Publisher: Rout ledge Taylor & Francis group
2. Introduction
The aim of this journal study is to investigate whether status and conspicuousness actually
constitute two different although related constructs in branding utilizing the luxury market as a
reference point and utilized to establish empirical evidence that allows an exploration of the
relationship between status and conspicuousness as dimensions of luxury brand perception. In
the journal, the authors were tried to show strategic marketing implications for marketing
managers by identifying the three product categories; cars, fashion designers, and watches.
The market for luxury goods has been growing at an unprecedented pace and Researchers agree
on at least two major factors that have accelerated this phenomenon: the economic recovery in
most western countries and the unshackled economic growth in South-East Asian nations. New
luxury goods differ from traditional luxury goods by being more affordable, more accessible, and
by targeting new customers.
3. Summary of the Article
The development of ICT create opportunities for international marketing to small and medium-
sized enterprises. In computer software firms, inexpensive and highly standardized products were
most suitable for internet-based sales efforts. The researchers were used empirical data on the
use of ICT from small and medium-sized firms, mainly targeting B2B markets in international
marketing and examine the use of ICT for information search, sales activities, and relationship
development. They used mainly descriptive type of research and develop hypothesis to show the
relationship of use of ICT and performance. In addition, they try to present empirical evidence of
the actual ICT use and distinguishes between four different areas of use: information, interaction,
transaction and integration by constructing two performance, “new market knowledge” and
“performance in international markets.
This part of the research is mainly descriptive, attempting to demonstrate the main areas of use
of ICT. The association between the use of ICT and performance, i.e. the possible value of ICT,
is also investigated. For this purpose, performance is divided into new market knowledge and
performance in international markets. The association between the use of ICT and these two
performance dimensions is investigated in order to shed light on how they may be influenced by
the use of ICT.
In the methodology part, the researcher were employed surveys among managers of small and
medium-sized export firms and identify three factors by using confirmatory analysis.
Performance in international markets was measured by five items: total satisfaction with the
export activity, satisfaction with market share, sales growth, and sales growth compared to
competitors, and satisfaction with profitability. In international markets especially, personal
contact may be important in the initial selling phases in order to establish the foundation for
mutual trust and a future business relationship. The analyses reveal that the use of ICT is not
significantly associated with performance in international markets and there is significant
positive path between ICT used for developing relationships and new market knowledge. The
use of ICT is more widespread and important in newly established firms than in older firms.
4. Critics of the article
The writers in the research paper did not mention the sampling technics they used and the
sample was not representative from target population. On the other hand, since they
employed only questionaries’ the questionnaire was not properly returned for analysis and
cannot test the validity of appropriate sample size selection.
The writer were not put clearly major and specific objectives of the research paper about
the topic and can note employed all necessary steps that standard research follows.
On the positive side, the title of the research paper and main body of the research was
matched to the article and the appropriate of the research topic are related to the content of
the article.
The authors try to puts the main purpose, research methodology, originality and key words.
The limitation is that the authors did not put statement of the problem, objectives and
research limitation clearly.
5. Conclusion
The main aims of this research paper is to provide empirical knowledge about the actual use of
ICT with regard to the international marketing activities of SMEs and measure its effect on
performance .The development of ICT create opportunities for international marketing to small
and medium-sized enterprises. Three main areas of ICT use; information search, sales and
service activities were examined and tried to associate between ICT use and performance by the
researchers. Finding shows that many firms do not use ICT very actively in their international
operations in Norway and Denmark it is more widespread or important in other nations. The
analyses reveal that the use of ICT is not significantly associated with performance in international
markets.
Generally the authors address the title clearly and thoroughly so as to conclude how the development of
ICT create opportunities for international marketing to small and medium-sized enterprises .The author
builds up appropriate concept or foundation by referring from previous related researches and general
concepts and theories and indicates clearly on how ICT create opportunities for international marketing to
enterprises. This issue is clearly developed and properly justified by using appropriate methodology and
discussion and drawn good conclusion.
References
1. .Chaffey, D., Mayer, R., Johnston, K. and Ellis‐Chadwick, F. (2000), Internet Marketing:
Strategy, Implementation, and Practice, Prentice‐Hall, Hemel Hempstead.
2. Chan, C. and Swatman, P.M.C. (2000), “From EDI to internet commerce: the BHL steel
experiences”, Internet Research: Electronic Networking Applications and Policy, Vol. 10 No. 1.
