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Welcome to the Library

Hello. Why don’t you pull up one of those nice comfy chairs. Go on, settle yourself down in front of the crackling fire, with a good cup of tea (or coffee, or something stronger, the choice is yours).

This is my virtual library where I list the books and articles that have sparked my interest and thoughts. I’m not intending to give a detailed review of these books. Rather, just to highlight points of interest.

If you’re looking for the list of references, then you should try here.

I hope you find the items in the library as interesting and thought inspiring as I have! If you’ve got any comments or suggestions of other books and articles, please let me know!

The Lean Startup

Ries, E. (2011)

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Book
Work in Progress
Book is based upon the authors experience building his own start-up. It contains the vocabulary, definitions and examples of the key concepts talked about nowadays. Minimal Viable Product Build-Measure-Learn feedback Validated learning Pivot  
Reading time <1 min
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The Marketing Mix Revisited: Towards the 21st Century Marketing

Constantinides, E (2016)

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Research Paper
Abstract: The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the criticism on the 4P’s emanating from five “traditional” marketing areas - Consumer Marketing, Relationship Marketing, Services Marketing, Retail Marketing, Industrial Marketing - and the emerging field of Electronic Marketing. The paper identifies two main limitations of the Marketing Mix as management tool, common in all examined domains, namely the model’s internal orientation and lack of personalisation. It also identifies several area-specific limitations and underlines the need for further research on the issue. The weaknesses identified in the study seem to support the frequently expressed suggestion that marketing scholars should focus their efforts in formulating the conceptual foundations and marketing methodologies that better address the needs of today’s and tomorrow’s marketer.


Great summary of the different types of extensions/replacements of the 4P Marketing Mix that have been proposed including the original authors rationales.
Reading time <1 min
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The Measurement of Entrepreneurial Orientation

Covin, J., Wales, W. (2012)

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Research Paper
Abstract: This article explores how the concept of entrepreneurial orientation (EO) has been portrayed and assessed in prior research. The challenges and decision criteria associated with formative versus reflective measurement approaches are reviewed. It is argued that, as a latent construct, EO exists apart from its measures and that researchers are free to choose whichever measurement approach best serves their research purposes, recognizing that unidimensional versus multidimensional EO measurement models are consistent with fundamentally different conceptualizations of the EO construct. Recommendations are offered regarding potentially appropriate formative and reflective measures of EO.


Reading time <1 min
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The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy

Madhavaram, S., Hunt, S.D. (2008)

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Research Paper
Abstract: Marketing’s evolution toward a new dominant logic requires the focus of marketing to be on the intangible, dynamic, operant resources that are at the heart of competitive advantage and performance. First, building on resource-advantage theory's notion of basic resources and higher-order resources, this article proposes a hierarchy of basic, composite, and interconnected operant resources. Second, reviewing research on business strategy and marketing strategy, several resources that correspond to the proposed hierarchy are identified and discussed. Third, the notion of developing masterful operant resources is introduced. Fourth, based on the proposed hierarchy and the notion of masterful operant resources, some exemplars of potential research avenues for marketing strategy are provided. Finally, the article concludes with the discussion of implications for marketing practitioners, researchers and educators. In sum, this article extends and elaborates the concept of operant resources in the service-dominant logic of marketing.


Hierarchy of operant resources: basic, composite, and interconnected. Used on https://solvinnov.com/operant-resources-are-the-fundamental-source-of-strategic-benefit/
Reading time <1 min
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