Minna Rollins - Academia.edu (original) (raw)

Papers by Minna Rollins

Research paper thumbnail of Customer Knowledge Management Competence: Towards a Theoretical Framework

Hawaii International Conference on System Sciences, 2005

Customer knowledge has been increasingly recognized as a key strategic resource in any company&#x... more Customer knowledge has been increasingly recognized as a key strategic resource in any company's success. Recent studies conducted in the fields of Knowledge Management and Customer Relationship Management have proposed that the two approaches can have great synergies. In this paper, our purpose is to provide an understanding of Customer Knowledge Management (CKM) as an integrated management approach and competence

Research paper thumbnail of The impact of economic downturns on marketing

Journal of Business Research, 2014

ABSTRACT The Great Recession of 2008–2010 affected the global and U.S. economies and its companie... more ABSTRACT The Great Recession of 2008–2010 affected the global and U.S. economies and its companies more universally than any economic downturn since the Great Depression. This study explores how the Great Recession influenced the marketing decisions of firms and the resulting long-term effects on marketing within business-to-business companies. Empirical evidence from previous recessions suggests that companies should focus on their customers and increase their marketing efforts during a recession. However, many companies typically slash their marketing budgets during economic downturns. Authors found that during the Great Recession, companies reacted differently than in previous recessions with their marketing responses. Authors conclude their analysis by proposing that the Great Recession will have three long-term effects on marketing in business-to-business companies.

Research paper thumbnail of How to not only survive but thrive during recession: a multi-wave, discovery-oriented study

Journal of Business & Industrial Marketing, 2013

ABSTRACT Purpose ‐ This study aims to investigate the marketing actions that companies performed ... more ABSTRACT Purpose ‐ This study aims to investigate the marketing actions that companies performed during the Great Recession, and the resulting effect on firms' performance. The purpose is to discover what marketing actions companies performed, what was the impact to the firm, and why the actions taken either helped them to excel, simply survive, or cease to exist. Design/methodology/approach ‐ The study uses a discovery-oriented approach, consisting of a pilot study, a survey, field interviews and a focus group interview. Findings ‐ The findings suggest that successful companies invest in current customer relationships by strengthening their key account teams and by working with their clients who are suffering financial difficulties. Successful firms also began implementing new marketing techniques such as social media and crowd-sourcing. Originality/value ‐ This study contributes to previous research in marketing that focuses on marketing activities during recessions.

Research paper thumbnail of Does customer information usage improve a firm's performance in business-to-business markets?

Industrial Marketing Management, 2012

ABSTRACT This study investigates how different ways of using customer information affects a firm&... more ABSTRACT This study investigates how different ways of using customer information affects a firm's performance in business-to-business markets. This study focuses on two different types of information usages, action-oriented and knowledge-enhancing information usage. Results from Partial Least Squares analysis show that action-oriented customer information usage, direct information usage, contributes to customer performance, but not directly to business performance. Furthermore, the findings indicate that the extent of customer information collected within a company and the sharing of this information improves both direct and indirect customer information usages. Implications for managers and avenues for further research are discussed.

Research paper thumbnail of Customer information utilization in business-to-business markets: Muddling through process?

Journal of Business Research, 2012

... States. c Mona School of Business, The University of the West Indies, Mona, Jamaica. Received... more ... States. c Mona School of Business, The University of the West Indies, Mona, Jamaica. Received ... 2005]). However, information use is not always desirable, or even useful, from a company's point of view (Vyas and Souchon, 2003). Therefore ...

Research paper thumbnail of Customer Knowledge Management Competence: Towards a Theoretical Framework

Hawaii International Conference on System Sciences, 2005

Customer knowledge has been increasingly recognized as a key strategic resource in any company&#x... more Customer knowledge has been increasingly recognized as a key strategic resource in any company's success. Recent studies conducted in the fields of Knowledge Management and Customer Relationship Management have proposed that the two approaches can have great synergies. In this paper, our purpose is to provide an understanding of Customer Knowledge Management (CKM) as an integrated management approach and competence

Research paper thumbnail of The impact of economic downturns on marketing

Journal of Business Research, 2014

ABSTRACT The Great Recession of 2008–2010 affected the global and U.S. economies and its companie... more ABSTRACT The Great Recession of 2008–2010 affected the global and U.S. economies and its companies more universally than any economic downturn since the Great Depression. This study explores how the Great Recession influenced the marketing decisions of firms and the resulting long-term effects on marketing within business-to-business companies. Empirical evidence from previous recessions suggests that companies should focus on their customers and increase their marketing efforts during a recession. However, many companies typically slash their marketing budgets during economic downturns. Authors found that during the Great Recession, companies reacted differently than in previous recessions with their marketing responses. Authors conclude their analysis by proposing that the Great Recession will have three long-term effects on marketing in business-to-business companies.

Research paper thumbnail of How to not only survive but thrive during recession: a multi-wave, discovery-oriented study

Journal of Business & Industrial Marketing, 2013

ABSTRACT Purpose ‐ This study aims to investigate the marketing actions that companies performed ... more ABSTRACT Purpose ‐ This study aims to investigate the marketing actions that companies performed during the Great Recession, and the resulting effect on firms' performance. The purpose is to discover what marketing actions companies performed, what was the impact to the firm, and why the actions taken either helped them to excel, simply survive, or cease to exist. Design/methodology/approach ‐ The study uses a discovery-oriented approach, consisting of a pilot study, a survey, field interviews and a focus group interview. Findings ‐ The findings suggest that successful companies invest in current customer relationships by strengthening their key account teams and by working with their clients who are suffering financial difficulties. Successful firms also began implementing new marketing techniques such as social media and crowd-sourcing. Originality/value ‐ This study contributes to previous research in marketing that focuses on marketing activities during recessions.

Research paper thumbnail of Does customer information usage improve a firm's performance in business-to-business markets?

Industrial Marketing Management, 2012

ABSTRACT This study investigates how different ways of using customer information affects a firm&... more ABSTRACT This study investigates how different ways of using customer information affects a firm's performance in business-to-business markets. This study focuses on two different types of information usages, action-oriented and knowledge-enhancing information usage. Results from Partial Least Squares analysis show that action-oriented customer information usage, direct information usage, contributes to customer performance, but not directly to business performance. Furthermore, the findings indicate that the extent of customer information collected within a company and the sharing of this information improves both direct and indirect customer information usages. Implications for managers and avenues for further research are discussed.

Research paper thumbnail of Customer information utilization in business-to-business markets: Muddling through process?

Journal of Business Research, 2012

... States. c Mona School of Business, The University of the West Indies, Mona, Jamaica. Received... more ... States. c Mona School of Business, The University of the West Indies, Mona, Jamaica. Received ... 2005]). However, information use is not always desirable, or even useful, from a company's point of view (Vyas and Souchon, 2003). Therefore ...