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An appreciative inquiry into the first export order
Purpose – This study aims to report on an investigation into decision-making leading to a UK firm’s first export order. It demonstrates the application of appreciative inquiry (AI) as an underutilised research method in marketing investigations. Design/methodology/approach – An AI research approach...
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| Main Authors: | , |
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| Format: | Default Article |
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2016
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| Online Access: | https://hdl.handle.net/2134/26846 |
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| _version_ | 1818170937232588800 |
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| author | David Crick Jim Crick |
| author_facet | David Crick Jim Crick |
| author_sort | David Crick (7197176) |
| collection | Figshare |
| description | Purpose – This study aims to report on an investigation into decision-making leading to a UK firm’s first export order. It demonstrates the application of appreciative inquiry (AI) as an underutilised research method in marketing investigations. Design/methodology/approach – An AI research approach was undertaken in a firm that had not started exporting at the commencement of the study whereby the interventionist approach allowed the management team to overcome negative perceptions in their decision-making. From a research perspective, marketing decision-making could be understood in real time as opposed to in hindsight. Findings – While the key decision-maker is likely to be the owner/manager in small newly internationalising firms, a variety of factors will affect the decision to start exporting including the influence of the management team. In particular, the management team’s perceptions towards a combination of effectuation- and causation-based decision-making where risk/reward considerations in exploiting various international marketing opportunities are undertaken in light of perceived affordable losses, as well as against evolving objectives. Originality/value – The contribution is to demonstrate the AI methodology, which to date has received attention in management domains other than marketing; it offers an interventionist approach to help managers overcome barriers and move positively forward in decision-making. It offers researchers an opportunity to understand marketing decision-making in real time. |
| format | Default Article |
| id | rr-article-9498074 |
| institution | Loughborough University |
| publishDate | 2016 |
| record_format | Figshare |
| spelling | rr-article-94980742016-01-11T00:00:00Z An appreciative inquiry into the first export order David Crick (7197176) Jim Crick (4352605) Other commerce, management, tourism and services not elsewhere classified Marketing Appreciative inquiry Export Internationalisation Business and Management not elsewhere classified Purpose – This study aims to report on an investigation into decision-making leading to a UK firm’s first export order. It demonstrates the application of appreciative inquiry (AI) as an underutilised research method in marketing investigations. Design/methodology/approach – An AI research approach was undertaken in a firm that had not started exporting at the commencement of the study whereby the interventionist approach allowed the management team to overcome negative perceptions in their decision-making. From a research perspective, marketing decision-making could be understood in real time as opposed to in hindsight. Findings – While the key decision-maker is likely to be the owner/manager in small newly internationalising firms, a variety of factors will affect the decision to start exporting including the influence of the management team. In particular, the management team’s perceptions towards a combination of effectuation- and causation-based decision-making where risk/reward considerations in exploiting various international marketing opportunities are undertaken in light of perceived affordable losses, as well as against evolving objectives. Originality/value – The contribution is to demonstrate the AI methodology, which to date has received attention in management domains other than marketing; it offers an interventionist approach to help managers overcome barriers and move positively forward in decision-making. It offers researchers an opportunity to understand marketing decision-making in real time. 2016-01-11T00:00:00Z Text Journal contribution 2134/26846 https://figshare.com/articles/journal_contribution/An_appreciative_inquiry_into_the_first_export_order/9498074 CC BY-NC-ND 4.0 |
| spellingShingle | Other commerce, management, tourism and services not elsewhere classified Marketing Appreciative inquiry Export Internationalisation Business and Management not elsewhere classified David Crick Jim Crick An appreciative inquiry into the first export order |
| title | An appreciative inquiry into the first export order |
| title_full | An appreciative inquiry into the first export order |
| title_fullStr | An appreciative inquiry into the first export order |
| title_full_unstemmed | An appreciative inquiry into the first export order |
| title_short | An appreciative inquiry into the first export order |
| title_sort | appreciative inquiry into the first export order |
| topic | Other commerce, management, tourism and services not elsewhere classified Marketing Appreciative inquiry Export Internationalisation Business and Management not elsewhere classified |
| url | https://hdl.handle.net/2134/26846 |