Dennis Pitta | University of Baltimore (original) (raw)

Papers by Dennis Pitta

Research paper thumbnail of Privacy and one-to-one marketing: resolving the conflict

Journal of Consumer Marketing, 2003

There exists a vibrant literature dealing with one-to-one marketing and mass customization. The p... more There exists a vibrant literature dealing with one-to-one marketing and mass customization. The practice holds the promise of very satisfied customers, and profitable marketers who can create their own unassailable market positions. One of the building blocks of mass customization ...

Research paper thumbnail of The emergence of marketing in Millennial new ventures

Purpose-The purpose of this paper is to develop a conceptual framework, based in entrepreneurship... more Purpose-The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation. Design/methodology/approach-Following a literature review, from which propositions are derived, an earlier process model of organizational speciation is adapted to marketing by Millennial entrepreneurs. Findings-A four-stage cycle model of entrepreneurial marketing by Millennials is developed, consisting of enabling through resource scarcity, bonding through social media, new product introduction through incremental stealth, and replicating through variation, selection, and retention. Research limitations/implications-Model development would be enhanced through empirical data. Practical implications-Marketers in entrepreneurial firms founded by Millennials can follow a few simple rules to enhance market penetration. Resource scarcity is something to be sought, not avoided. A thoughtful social media strategy can accelerate new product introduction: stealthiness and its close relation small size should be embraced; avoid getting too big too quickly; use furtiveness to drive social media-based bonding. Originality/value-Previous theoretical models at the marketing/entrepreneurship interface have not focused on the unique characteristics of Millennial-led new ventures. This study develops the most comprehensive model of entrepreneurial marketing by Millennials to date.

Research paper thumbnail of Internet community forums: an untapped resource for consumer marketers

Journal of Consumer Marketing, 2005

Purpose-To explore an emerging area in internet practice that has implication for consumer market... more Purpose-To explore an emerging area in internet practice that has implication for consumer marketers. Design/methodology/approach-The paper integrates concepts including a range of recently published (1993-2004) theoretical works and ongoing case developments in internet practice. Findings-Provides information and action approaches to consumer marketers that may increase the success, providing want-satisfying market offerings. Outlines the market research benefits of monitoring and participating in internet community forums and offers practical suggestions for maximizing their value in the marketing and marketing research. It also provides a series of tactics that consumer marketers may use to maximize the value of internet community forums for their firms. Research limitations/implications-The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing, but have not been tested empirically. Practical implications-Uncovers a previously unrecognized source of direct consumer input and cooperation in the design and valuation of new products and the identification of emerging consumer wants. Originality/value-This paper describes the nature and application of internet community forums to an important marketing process. It offers the potential of increasing marketing success by clearly and accurately identifying the wants of specific market segments.

Research paper thumbnail of A strategic approach to building online customer loyalty: integrating customer profitability tiers

Journal of consumer marketing, 2006

Purpose-The purpose of this paper is to present a strategic framework to managing online loyalty.... more Purpose-The purpose of this paper is to present a strategic framework to managing online loyalty. Design/methodology/approach-The paper integrates concepts including a range of recently published (1993-2006) theoretical works in consumer loyalty and ongoing case developments in internet practice. Findings-Provides information and action approaches to consumer marketers that may increase the success providing want satisfying market offerings. Outlines the costs and benefits of some online customer loyalty building practices. By integrating the literature supporting lifetime customer value with the literature concerned with generating online customer relationships, it provides a pathway to profitable relationships. It also exposes the unintended problems that some online customer loyalty initiatives may create. Research limitations/implications-The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically. Practical implications-Uncovers a previously unreported strategy for generating profitable online customer loyalty. Originality/value-This paper describes the nature and application of customer value tiers to an important marketing process. It offers the potential of increasing marketing success by allowing firms to maximize the value of their scarce service resources by serving profitable customers.

Research paper thumbnail of Social enterprises as consumer products: the case of vehicles for change

Journal of Product & Brand Management, 2009

Purpose–This paper aims to describe how a social enterprise can use product innovation and manage... more Purpose–This paper aims to describe how a social enterprise can use product innovation and management to succeed in its mission. Design/methodology/approach–The case describes an approach to new product development and management that is of value to ...

Research paper thumbnail of Social enterprises as consumer products: the case of vehicles for change

Journal of Product & Brand Management, 2009

Purpose–This paper aims to describe how a social enterprise can use product innovation and manage... more Purpose–This paper aims to describe how a social enterprise can use product innovation and management to succeed in its mission. Design/methodology/approach–The case describes an approach to new product development and management that is of value to ...

Research paper thumbnail of Social enterprises as consumer products: the case of Vehicles for Change

Purpose – This paper aims to describe how a social enterprise can use product innovation and mana... more Purpose – This paper aims to describe how a social enterprise can use product innovation and management to succeed in its mission. Design/methodology/approach – The case describes an approach to new product development and management that is of value to social enterprises. The Vehicles for Change organization exists and operates in the USA. Findings – Provides information and action approaches to non-profit organizations to increase their sustainability. Often non-profits do not understand nor value business. Consequently, they elevate their mission to do good but sabotage their ability to succeed. Infusing business into non-profits can lead to an entirely new organization, the social enterprise. Social enterprises use profit-generating businesses to fund their charitable elements. This new form can be called a for benefits organization. That focus lends itself to using product development and management techniques to succeed. Their results offer implications for non-profit organizations. Research limitations/implications – As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn in the case may have limited applicability. Practical implications – The case depicts the process that one firm uses to innovate and succeed. It requires breaking existing perceptions, changing managerial attitudes, restructuring and adopting a consumer focus. Originality/value – The case describes an evolutionary approach to social welfare in part based the benefits of a product. It illustrates the value that a product focused, profit seeking approach can yield in support of an organization that seeks to aid humanity.

Research paper thumbnail of Privacy and one-to-one marketing: resolving the conflict

Journal of Consumer Marketing, 2003

There exists a vibrant literature dealing with one-to-one marketing and mass customization. The p... more There exists a vibrant literature dealing with one-to-one marketing and mass customization. The practice holds the promise of very satisfied customers, and profitable marketers who can create their own unassailable market positions. One of the building blocks of mass customization ...

Research paper thumbnail of The emergence of marketing in Millennial new ventures

Purpose-The purpose of this paper is to develop a conceptual framework, based in entrepreneurship... more Purpose-The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation. Design/methodology/approach-Following a literature review, from which propositions are derived, an earlier process model of organizational speciation is adapted to marketing by Millennial entrepreneurs. Findings-A four-stage cycle model of entrepreneurial marketing by Millennials is developed, consisting of enabling through resource scarcity, bonding through social media, new product introduction through incremental stealth, and replicating through variation, selection, and retention. Research limitations/implications-Model development would be enhanced through empirical data. Practical implications-Marketers in entrepreneurial firms founded by Millennials can follow a few simple rules to enhance market penetration. Resource scarcity is something to be sought, not avoided. A thoughtful social media strategy can accelerate new product introduction: stealthiness and its close relation small size should be embraced; avoid getting too big too quickly; use furtiveness to drive social media-based bonding. Originality/value-Previous theoretical models at the marketing/entrepreneurship interface have not focused on the unique characteristics of Millennial-led new ventures. This study develops the most comprehensive model of entrepreneurial marketing by Millennials to date.

Research paper thumbnail of Internet community forums: an untapped resource for consumer marketers

Journal of Consumer Marketing, 2005

Purpose-To explore an emerging area in internet practice that has implication for consumer market... more Purpose-To explore an emerging area in internet practice that has implication for consumer marketers. Design/methodology/approach-The paper integrates concepts including a range of recently published (1993-2004) theoretical works and ongoing case developments in internet practice. Findings-Provides information and action approaches to consumer marketers that may increase the success, providing want-satisfying market offerings. Outlines the market research benefits of monitoring and participating in internet community forums and offers practical suggestions for maximizing their value in the marketing and marketing research. It also provides a series of tactics that consumer marketers may use to maximize the value of internet community forums for their firms. Research limitations/implications-The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing, but have not been tested empirically. Practical implications-Uncovers a previously unrecognized source of direct consumer input and cooperation in the design and valuation of new products and the identification of emerging consumer wants. Originality/value-This paper describes the nature and application of internet community forums to an important marketing process. It offers the potential of increasing marketing success by clearly and accurately identifying the wants of specific market segments.

Research paper thumbnail of A strategic approach to building online customer loyalty: integrating customer profitability tiers

Journal of consumer marketing, 2006

Purpose-The purpose of this paper is to present a strategic framework to managing online loyalty.... more Purpose-The purpose of this paper is to present a strategic framework to managing online loyalty. Design/methodology/approach-The paper integrates concepts including a range of recently published (1993-2006) theoretical works in consumer loyalty and ongoing case developments in internet practice. Findings-Provides information and action approaches to consumer marketers that may increase the success providing want satisfying market offerings. Outlines the costs and benefits of some online customer loyalty building practices. By integrating the literature supporting lifetime customer value with the literature concerned with generating online customer relationships, it provides a pathway to profitable relationships. It also exposes the unintended problems that some online customer loyalty initiatives may create. Research limitations/implications-The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically. Practical implications-Uncovers a previously unreported strategy for generating profitable online customer loyalty. Originality/value-This paper describes the nature and application of customer value tiers to an important marketing process. It offers the potential of increasing marketing success by allowing firms to maximize the value of their scarce service resources by serving profitable customers.

Research paper thumbnail of Social enterprises as consumer products: the case of vehicles for change

Journal of Product & Brand Management, 2009

Purpose–This paper aims to describe how a social enterprise can use product innovation and manage... more Purpose–This paper aims to describe how a social enterprise can use product innovation and management to succeed in its mission. Design/methodology/approach–The case describes an approach to new product development and management that is of value to ...

Research paper thumbnail of Social enterprises as consumer products: the case of vehicles for change

Journal of Product & Brand Management, 2009

Purpose–This paper aims to describe how a social enterprise can use product innovation and manage... more Purpose–This paper aims to describe how a social enterprise can use product innovation and management to succeed in its mission. Design/methodology/approach–The case describes an approach to new product development and management that is of value to ...

Research paper thumbnail of Social enterprises as consumer products: the case of Vehicles for Change

Purpose – This paper aims to describe how a social enterprise can use product innovation and mana... more Purpose – This paper aims to describe how a social enterprise can use product innovation and management to succeed in its mission. Design/methodology/approach – The case describes an approach to new product development and management that is of value to social enterprises. The Vehicles for Change organization exists and operates in the USA. Findings – Provides information and action approaches to non-profit organizations to increase their sustainability. Often non-profits do not understand nor value business. Consequently, they elevate their mission to do good but sabotage their ability to succeed. Infusing business into non-profits can lead to an entirely new organization, the social enterprise. Social enterprises use profit-generating businesses to fund their charitable elements. This new form can be called a for benefits organization. That focus lends itself to using product development and management techniques to succeed. Their results offer implications for non-profit organizations. Research limitations/implications – As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn in the case may have limited applicability. Practical implications – The case depicts the process that one firm uses to innovate and succeed. It requires breaking existing perceptions, changing managerial attitudes, restructuring and adopting a consumer focus. Originality/value – The case describes an evolutionary approach to social welfare in part based the benefits of a product. It illustrates the value that a product focused, profit seeking approach can yield in support of an organization that seeks to aid humanity.