Fashion retailing in the new economy: the case of SMEs

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Purpose – The purpose of this paper is to identify how small to medium-sized enterprise (SME)fashion retailers can achieve a true understanding of customer trends to close the needs to offer gap ina highly dynamic sector.Design/methodology/approach – A single case study approach is adopted in light of the limitedresearch in this area. Data collection involved a multi-stage and multi-methods approach over a sixmonth period to increase the validity of findings and the triangulation of data.Findings – The findings of this paper highlight, first, the need for formal CRM intervention; and,second, the issues involved in the implementation of a loyalty program.Originality/value – In the absence of specific knowledge in this area, a framework is developed toadvance both theoretical and practical understanding of how SME fashion retailers can build andmanage close customer relationships in the new economy.Keywords Customer relationship marketing, Fashion, Retailing, Small to medium-sized enterprises,Single case study, Customer relations
LanguageEnglish
Pages906-919
JournalInternational Journal of Retail and Distribution Management
Volume40
Issue number12
DOIs
Publication statusPublished - 2012

Fingerprint

Retailing
Small to medium-sized enterprises
New economy
Small and medium-sized enterprises
Retailers
Data collection
Triangulation
Key words
Design methodology
Customer relationship marketing
Customer relations
Loyalty programs
Multi-method
Customer relationship

Cite this

@article{3c1ce293a93c483f85ff9b4c0d0583c3,
title = "Fashion retailing in the new economy: the case of SMEs",
abstract = "Purpose – The purpose of this paper is to identify how small to medium-sized enterprise (SME)fashion retailers can achieve a true understanding of customer trends to close the needs to offer gap ina highly dynamic sector.Design/methodology/approach – A single case study approach is adopted in light of the limitedresearch in this area. Data collection involved a multi-stage and multi-methods approach over a sixmonth period to increase the validity of findings and the triangulation of data.Findings – The findings of this paper highlight, first, the need for formal CRM intervention; and,second, the issues involved in the implementation of a loyalty program.Originality/value – In the absence of specific knowledge in this area, a framework is developed toadvance both theoretical and practical understanding of how SME fashion retailers can build andmanage close customer relationships in the new economy.Keywords Customer relationship marketing, Fashion, Retailing, Small to medium-sized enterprises,Single case study, Customer relations",
author = "Karise Hutchinson and Lisa Donnell and Andrea Reid",
note = "Reference text: Alshawi, S., Farouk, M. and Irani, Z. (2011), “Organisational, technical and data quality factors in CRM adoption – SME perspective”, Industrial Marketing Management, Vol. 40 No. 3, pp. 376-83. Anderson, J.L., Jolly, L.D. and Fairhurst, A.E. (2007), “Customer relationship management in retailing: a content analysis of retail trade journals”, Journal of Retailing and Consumer Services, Vol. 14 No. 6, pp. 394-9. Ashworth, A., Schmidt, R., Pioch, E. and Hallsworth, A. (2006), “‘Web-weaving’: an approach to sustainable e-retail and online advantage in lingerie fashion marketing”, International Journal of Retail & Distribution Management, Vol. 34 No. 6, pp. 497-511. Berry, L. (1995), “Relationship marketing of services-growing interest, emerging perspectives”, Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 236-45. Birtwistle, G., Clarke, I. and Freathy, P. (1998), “Customer decision making in fashion retailing: a segmentation analysis”, International Journal of Retail & Distribution Management, Vol. 26 No. 4, pp. 147-54. Bruce, M. and Hines, T. (2006), Fashion Marketing, 2nd ed., Butterworth-Heinemann, London. Canes, M. (2009), “Business intelligence for the SME”, CA Magazine, September, p. 46. Chen, I. and Popovich, K. (2003), “Understanding customer relationship management (CRM): people, process and technology”, Business Process Management Journal, Vol. 9 No. 5, pp. 672-88. Conway, T. and Swift, J.S. (2000), “International relationship marketing – the importance of psychic distance”, European Journal of Marketing, Vol. 34 Nos 11/12, pp. 1391-413. Day, G. (2000), “Managing market relationships”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 24-30. Dholakia, R.R., Zhao, M. and Dholakia, N. (2005), “Multichannel retailing: a case study of early experiences”, Journal of Interactive Marketing, Vol. 19 No. 2, pp. 63-74. Easterby-Smith, M., Thorpe, R. and Lowe, A. (2002), Management Research: An Introduction, Sage Publications, London. Favaro, K., Romberger, T. and Meer, T. (2009), Five Rules for Retailing in a Recession, Harvard Business School Publishing, Boston, MA, 27 March, pp. 1-16. Fillis, I. (2002), “Barriers to internationalisation: an investigation of the craft microenterprise”, European Journal of Marketing, Vol. 36 Nos 7/8, pp. 912-27. Fuelhart, K. and Glasmeier, A. (2003), “Acquisition, assessment and use of business information by small and medium-sized businesses: a demand perspective”, Entrepreneurship & Regional Development, Vol. 15 No. 3, pp. 229-52. Gibbert, M., Ruigrok, W. and Wicki, B. (2008), “Research notes and commentaries what passes as a rigorous case study?”, Strategic Management Journal, Vol. 19 No. 13, pp. 1465-74. Gilmore, A., Carson, D. and Grant, K. (2001), “SME marketing in practice”, Marketing Intelligence & Planning, Vol. 19 No. 1, pp. 6-11. Fashion retailing: the case of SMEs 917 Grewal, D., Levy, M. and Kumar, V. (2009), “Customer experience management in retailing: an organizing framework”, Journal of Retailing, Vol. 85 No. 1, pp. 1-14. Griffith, D.A., Noble, S.M. and Chen, Q. (2006), “The performance implications of entrepreneurial proclivity: a dynamic capabilities approach”, Journal of Retailing, Vol. 82 No. 1, pp. 51-62. Gronroos, C. (1999), “Relationship marketing: challenges for the organisation”, Journal of Business Research, Vol. 46 No. 3, pp. 327-55. Hogarth-Scott, S., Watson, K. and Wilson, N. (1996), “Do small businesses have to practice marketing to survive and grow?”, Marketing Intelligence& Planning, Vol. 14 No. 1, pp. 6-18. Kent, T. and Omar, O. (2003), Retailing, Palgrave Macmillan, Basingstoke. Kenyon, J. and Vakola, M. (2001), “Evolving the customer relationship management paradigm in the retail industry”, International Journal of Customer Relationship Management, March/April, pp. 313-32. Leenheer, J. and Bijmolt, T. (2008), “Which retailers adopt a loyalty program? An empirical study”, Journal of Retailing and Consumer Studies, Vol. 15 No. 6, pp. 429-42. Levitt, T. (1983), “Globalization of markets”, Harvard Business Review, May/June, pp. 92-102. Lewis, B. and Hawksley, A. (1990), “Gaining competitive advantage in fashion retailing”, International Journal of Retail & Distribution Management, Vol. 18 No. 4, pp. 21-32. Lybaert, N. (1998), “The information use in a SME: its importance and SME elements of influence”, Small Business Economics, Vol. 10 No. 2, pp. 171-91. Mathison, S. (1988), “Why triangulate?”, Educational Researcher, Vol. 17 No. 2, pp. 13-17. Marzo-Navarro, M., Pedraja-Iglesias, M. and Rivera-Torres, M.A. (2004), “The benefits of relationship marketing for the consumer and for the fashion retailers”, Journal of Fashion Marketing and Management, Vol. 8 No. 4, pp. 425-36. Mauri, C. (2003), “Card loyalty. a new emerging issue in grocery retailing”, Journal of Retailing and Consumer Services, Vol. 10 No. 1, pp. 13-25. Moore, M. and Fairhurst, A. (2003), “Marketing capabilities and firm performance in fashion retailing”, Journal of Fashion Marketing and Management, Vol. 7 No. 4, pp. 386-97. Mulhern, F.J. (1997), “Retail marketing: from distribution to integration”, International Journal of Research in Marketing, Vol. 14 No. 2, pp. 103-24. Narver, J.C., Slater, S.F. and MacLachlan, D.L. (2004), “Responsive and proactive market orientation and new-product success”, Journal of Product Innovation Management, Vol. 21 No. 5, pp. 334-47. Noordhoff, C., Pauwells, P. and Odekerken-Schroder, G. (2004), “The effect of customer card programs: a comparative study in Singapore and The Netherlands”, International Journal of Service Industry Management, Vol. 15 No. 4, pp. 351-64. Odekerken-Schroder, G., De Wulf, K. and Schumacher, P. (2003), “Strengthening outcomes of retailer-consumer relationships; the dual impact of relationship marketing tactics and consumer personality”, Journal of Business Research, Vol. 56 No. 3, pp. 177-90. O’Dwyer, M., Gilmore, A. and Carson, D. (2009), “Innovative marketing in SMEs: a theoretical framework”, European Business Review, Vol. 21 No. 6, pp. 504-15. Palmer, A. and Koenig-Lewis, N. (2009), “An experiential, social network-based approach to direct marketing”, Direct Marketing: An International Journal, Vol. 3 No. 2, pp. 162-76. Patton, M.Q. (2002), Qualitative Research and Evaluation Methods, 3rd ed., Sage Publications, Thousand Oaks, CA, and London. IJRDM 40,12 918 Reid, A. and Catterall, M. (2005), “Invisible data quality issues in a CRM implementation”, Journal of Database Marketing & Customer Strategy Management, Vol. 12 No. 4, pp. 305-14. Reijonen, H. and Laukkanen, T. (2010), “Customer relationship oriented marketing practices in SMEs”, Marketing Intelligence & Planning, Vol. 28 No. 2, pp. 115-36. Retail Week Report (2011), “Retail 2011”, Kurt Salmon. Richardson, N., Gosnay, R.M. and Carroll, A. (2010), A Quick Start Guide to Social Media Marketing: High Impact Low Cost Marketing that Works, Kogan Page Limited, London. Sands, S. and Ferraro, C. (2010), “Retailers’ strategic responses to economic downturn: insights from down under”, International Journal of Retail & Distribution Management, Vol. 38 No. 8, pp. 567-77. Saunders, M., Lewis, P. and Thornhill, A. (2003), Research Methods for Business Students, 3rd ed., Pearson Education, Harlow. Saunders, M., Lewis, P. and Thornhill, A. (2007), Research Methods for Business Students, 4th ed., Pearson Education, Harlow. Sheth, J.N., Sisiodia, R.S. and Sharma, A. (2000), “The antecedents and consequences of customer centric marketing”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 55-66. Scholz, R.W. and Tietje, O. (2002), Embedded Case Study Methods: Integrating Quantitative and Qualitative Knowledge, Sage Publications, London. Spellman, R. (2011), Managers and Leaders Who Can: Operating in the New Economy, Wiley, Chichester. Spence, M. and Essoussi, L.H. (2010), “SME brand building and management: an exploratory study”, European Journal of Marketing, Vol. 44 Nos 7/8, pp. 1037-54. Stokes, D. and Bergin, R. (2006), “Methodology or ‘methodolatry’? An evaluation of focus groups and depth interviews”, Qualitative Market Research, Vol. 9 No. 1, pp. 26-37. Sopanen, S. (1996), “Customer loyalty schemes in retailing in Europe”, Oxford Reports on Retailing, Oxford Institute of Retail Management, Oxford. Sorenson, O. and Sorenson, J.B. (2001), “Finding the right mix: franchising, organisational learning and chain performance”, Strategic Management Journal, Vol. 22 Nos 6/7, pp. 713-24. Wallace, D.W., Giese, J.L. and Johnson, J.L. (2004), “Customer retailer loyalty in the context of multiple channel strategies”, Journal of Retailing, Vol. 80 No. 4, pp. 249-63. Webb, J.R. (1995), Understanding and Designing Market Research, The Dryden Press, London. Winer, R.S. (2001), “A framework for customer relationship management”, California Management Review, Vol. 43 No. 4, pp. 89-108. Wirtz, J., Tambyah, S.K. and Mattila, A.S. (2010), “Organisational learning from customer feedback received by service employees: a social capital perspective”, Journal of Service Management, Vol. 21 No. 3, pp. 363-87. Yin, R. (1989), Case Study Research: Design and Methods, Sage Publishing, Beverly Hills, CA. Corresponding author Karise Hutchinson can be contacted at: kc.hutchinson@ulster.ac.uk Fashion retailing: the case of SMEs 919 To purchase",
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doi = "10.1108/09590551211274919",
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Fashion retailing in the new economy: the case of SMEs. / Hutchinson, Karise; Donnell, Lisa; Reid, Andrea.

Vol. 40, No. 12, 2012, p. 906-919.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Fashion retailing in the new economy: the case of SMEs

AU - Hutchinson, Karise

AU - Donnell, Lisa

AU - Reid, Andrea

N1 - Reference text: Alshawi, S., Farouk, M. and Irani, Z. (2011), “Organisational, technical and data quality factors in CRM adoption – SME perspective”, Industrial Marketing Management, Vol. 40 No. 3, pp. 376-83. Anderson, J.L., Jolly, L.D. and Fairhurst, A.E. (2007), “Customer relationship management in retailing: a content analysis of retail trade journals”, Journal of Retailing and Consumer Services, Vol. 14 No. 6, pp. 394-9. Ashworth, A., Schmidt, R., Pioch, E. and Hallsworth, A. (2006), “‘Web-weaving’: an approach to sustainable e-retail and online advantage in lingerie fashion marketing”, International Journal of Retail & Distribution Management, Vol. 34 No. 6, pp. 497-511. Berry, L. (1995), “Relationship marketing of services-growing interest, emerging perspectives”, Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 236-45. Birtwistle, G., Clarke, I. and Freathy, P. (1998), “Customer decision making in fashion retailing: a segmentation analysis”, International Journal of Retail & Distribution Management, Vol. 26 No. 4, pp. 147-54. Bruce, M. and Hines, T. (2006), Fashion Marketing, 2nd ed., Butterworth-Heinemann, London. Canes, M. (2009), “Business intelligence for the SME”, CA Magazine, September, p. 46. Chen, I. and Popovich, K. (2003), “Understanding customer relationship management (CRM): people, process and technology”, Business Process Management Journal, Vol. 9 No. 5, pp. 672-88. Conway, T. and Swift, J.S. (2000), “International relationship marketing – the importance of psychic distance”, European Journal of Marketing, Vol. 34 Nos 11/12, pp. 1391-413. Day, G. (2000), “Managing market relationships”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 24-30. Dholakia, R.R., Zhao, M. and Dholakia, N. (2005), “Multichannel retailing: a case study of early experiences”, Journal of Interactive Marketing, Vol. 19 No. 2, pp. 63-74. Easterby-Smith, M., Thorpe, R. and Lowe, A. (2002), Management Research: An Introduction, Sage Publications, London. Favaro, K., Romberger, T. and Meer, T. (2009), Five Rules for Retailing in a Recession, Harvard Business School Publishing, Boston, MA, 27 March, pp. 1-16. Fillis, I. (2002), “Barriers to internationalisation: an investigation of the craft microenterprise”, European Journal of Marketing, Vol. 36 Nos 7/8, pp. 912-27. Fuelhart, K. and Glasmeier, A. (2003), “Acquisition, assessment and use of business information by small and medium-sized businesses: a demand perspective”, Entrepreneurship & Regional Development, Vol. 15 No. 3, pp. 229-52. Gibbert, M., Ruigrok, W. and Wicki, B. (2008), “Research notes and commentaries what passes as a rigorous case study?”, Strategic Management Journal, Vol. 19 No. 13, pp. 1465-74. Gilmore, A., Carson, D. and Grant, K. (2001), “SME marketing in practice”, Marketing Intelligence & Planning, Vol. 19 No. 1, pp. 6-11. Fashion retailing: the case of SMEs 917 Grewal, D., Levy, M. and Kumar, V. (2009), “Customer experience management in retailing: an organizing framework”, Journal of Retailing, Vol. 85 No. 1, pp. 1-14. Griffith, D.A., Noble, S.M. and Chen, Q. (2006), “The performance implications of entrepreneurial proclivity: a dynamic capabilities approach”, Journal of Retailing, Vol. 82 No. 1, pp. 51-62. Gronroos, C. (1999), “Relationship marketing: challenges for the organisation”, Journal of Business Research, Vol. 46 No. 3, pp. 327-55. Hogarth-Scott, S., Watson, K. and Wilson, N. (1996), “Do small businesses have to practice marketing to survive and grow?”, Marketing Intelligence& Planning, Vol. 14 No. 1, pp. 6-18. Kent, T. and Omar, O. (2003), Retailing, Palgrave Macmillan, Basingstoke. Kenyon, J. and Vakola, M. (2001), “Evolving the customer relationship management paradigm in the retail industry”, International Journal of Customer Relationship Management, March/April, pp. 313-32. Leenheer, J. and Bijmolt, T. (2008), “Which retailers adopt a loyalty program? An empirical study”, Journal of Retailing and Consumer Studies, Vol. 15 No. 6, pp. 429-42. Levitt, T. (1983), “Globalization of markets”, Harvard Business Review, May/June, pp. 92-102. Lewis, B. and Hawksley, A. (1990), “Gaining competitive advantage in fashion retailing”, International Journal of Retail & Distribution Management, Vol. 18 No. 4, pp. 21-32. Lybaert, N. (1998), “The information use in a SME: its importance and SME elements of influence”, Small Business Economics, Vol. 10 No. 2, pp. 171-91. Mathison, S. (1988), “Why triangulate?”, Educational Researcher, Vol. 17 No. 2, pp. 13-17. Marzo-Navarro, M., Pedraja-Iglesias, M. and Rivera-Torres, M.A. (2004), “The benefits of relationship marketing for the consumer and for the fashion retailers”, Journal of Fashion Marketing and Management, Vol. 8 No. 4, pp. 425-36. Mauri, C. (2003), “Card loyalty. a new emerging issue in grocery retailing”, Journal of Retailing and Consumer Services, Vol. 10 No. 1, pp. 13-25. Moore, M. and Fairhurst, A. (2003), “Marketing capabilities and firm performance in fashion retailing”, Journal of Fashion Marketing and Management, Vol. 7 No. 4, pp. 386-97. Mulhern, F.J. (1997), “Retail marketing: from distribution to integration”, International Journal of Research in Marketing, Vol. 14 No. 2, pp. 103-24. Narver, J.C., Slater, S.F. and MacLachlan, D.L. (2004), “Responsive and proactive market orientation and new-product success”, Journal of Product Innovation Management, Vol. 21 No. 5, pp. 334-47. Noordhoff, C., Pauwells, P. and Odekerken-Schroder, G. (2004), “The effect of customer card programs: a comparative study in Singapore and The Netherlands”, International Journal of Service Industry Management, Vol. 15 No. 4, pp. 351-64. Odekerken-Schroder, G., De Wulf, K. and Schumacher, P. (2003), “Strengthening outcomes of retailer-consumer relationships; the dual impact of relationship marketing tactics and consumer personality”, Journal of Business Research, Vol. 56 No. 3, pp. 177-90. O’Dwyer, M., Gilmore, A. and Carson, D. (2009), “Innovative marketing in SMEs: a theoretical framework”, European Business Review, Vol. 21 No. 6, pp. 504-15. Palmer, A. and Koenig-Lewis, N. (2009), “An experiential, social network-based approach to direct marketing”, Direct Marketing: An International Journal, Vol. 3 No. 2, pp. 162-76. Patton, M.Q. (2002), Qualitative Research and Evaluation Methods, 3rd ed., Sage Publications, Thousand Oaks, CA, and London. IJRDM 40,12 918 Reid, A. and Catterall, M. (2005), “Invisible data quality issues in a CRM implementation”, Journal of Database Marketing & Customer Strategy Management, Vol. 12 No. 4, pp. 305-14. Reijonen, H. and Laukkanen, T. (2010), “Customer relationship oriented marketing practices in SMEs”, Marketing Intelligence & Planning, Vol. 28 No. 2, pp. 115-36. Retail Week Report (2011), “Retail 2011”, Kurt Salmon. Richardson, N., Gosnay, R.M. and Carroll, A. (2010), A Quick Start Guide to Social Media Marketing: High Impact Low Cost Marketing that Works, Kogan Page Limited, London. Sands, S. and Ferraro, C. (2010), “Retailers’ strategic responses to economic downturn: insights from down under”, International Journal of Retail & Distribution Management, Vol. 38 No. 8, pp. 567-77. Saunders, M., Lewis, P. and Thornhill, A. (2003), Research Methods for Business Students, 3rd ed., Pearson Education, Harlow. Saunders, M., Lewis, P. and Thornhill, A. (2007), Research Methods for Business Students, 4th ed., Pearson Education, Harlow. Sheth, J.N., Sisiodia, R.S. and Sharma, A. (2000), “The antecedents and consequences of customer centric marketing”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 55-66. Scholz, R.W. and Tietje, O. (2002), Embedded Case Study Methods: Integrating Quantitative and Qualitative Knowledge, Sage Publications, London. Spellman, R. (2011), Managers and Leaders Who Can: Operating in the New Economy, Wiley, Chichester. Spence, M. and Essoussi, L.H. (2010), “SME brand building and management: an exploratory study”, European Journal of Marketing, Vol. 44 Nos 7/8, pp. 1037-54. Stokes, D. and Bergin, R. (2006), “Methodology or ‘methodolatry’? An evaluation of focus groups and depth interviews”, Qualitative Market Research, Vol. 9 No. 1, pp. 26-37. Sopanen, S. (1996), “Customer loyalty schemes in retailing in Europe”, Oxford Reports on Retailing, Oxford Institute of Retail Management, Oxford. Sorenson, O. and Sorenson, J.B. (2001), “Finding the right mix: franchising, organisational learning and chain performance”, Strategic Management Journal, Vol. 22 Nos 6/7, pp. 713-24. Wallace, D.W., Giese, J.L. and Johnson, J.L. (2004), “Customer retailer loyalty in the context of multiple channel strategies”, Journal of Retailing, Vol. 80 No. 4, pp. 249-63. Webb, J.R. (1995), Understanding and Designing Market Research, The Dryden Press, London. Winer, R.S. (2001), “A framework for customer relationship management”, California Management Review, Vol. 43 No. 4, pp. 89-108. Wirtz, J., Tambyah, S.K. and Mattila, A.S. (2010), “Organisational learning from customer feedback received by service employees: a social capital perspective”, Journal of Service Management, Vol. 21 No. 3, pp. 363-87. Yin, R. (1989), Case Study Research: Design and Methods, Sage Publishing, Beverly Hills, CA. Corresponding author Karise Hutchinson can be contacted at: kc.hutchinson@ulster.ac.uk Fashion retailing: the case of SMEs 919 To purchase

PY - 2012

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N2 - Purpose – The purpose of this paper is to identify how small to medium-sized enterprise (SME)fashion retailers can achieve a true understanding of customer trends to close the needs to offer gap ina highly dynamic sector.Design/methodology/approach – A single case study approach is adopted in light of the limitedresearch in this area. Data collection involved a multi-stage and multi-methods approach over a sixmonth period to increase the validity of findings and the triangulation of data.Findings – The findings of this paper highlight, first, the need for formal CRM intervention; and,second, the issues involved in the implementation of a loyalty program.Originality/value – In the absence of specific knowledge in this area, a framework is developed toadvance both theoretical and practical understanding of how SME fashion retailers can build andmanage close customer relationships in the new economy.Keywords Customer relationship marketing, Fashion, Retailing, Small to medium-sized enterprises,Single case study, Customer relations

AB - Purpose – The purpose of this paper is to identify how small to medium-sized enterprise (SME)fashion retailers can achieve a true understanding of customer trends to close the needs to offer gap ina highly dynamic sector.Design/methodology/approach – A single case study approach is adopted in light of the limitedresearch in this area. Data collection involved a multi-stage and multi-methods approach over a sixmonth period to increase the validity of findings and the triangulation of data.Findings – The findings of this paper highlight, first, the need for formal CRM intervention; and,second, the issues involved in the implementation of a loyalty program.Originality/value – In the absence of specific knowledge in this area, a framework is developed toadvance both theoretical and practical understanding of how SME fashion retailers can build andmanage close customer relationships in the new economy.Keywords Customer relationship marketing, Fashion, Retailing, Small to medium-sized enterprises,Single case study, Customer relations

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