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Promotional channels of FMCG firms and tourism A standardisation/adaptation perspective

Promotional channels of FMCG firms and tourism A standardisation/adaptation perspective Purpose – The purpose of this paper is to shed more light on the influence of a tourism‐oriented environment on the promotional channel strategies of fast‐moving consumer goods (FMCG) firms. Design/methodology/approach – The study utilises an exploratory, qualitative research design among 14 case studies of FMCG firms operating in the tourism‐oriented environment of Greece. Findings – Findings show that most firms utilise adapted promotional channels due to the influence of structural characteristics of the tourism industry and tourists' modes of behavior. Research limitations/implications – The outcomes of this qualitative study are limited to the context that is investigated and thus, future researchers are encouraged to investigate similar contexts with the goal of generalising findings. Practical implications – Findings suggest that firms ought to appreciate the contextual idiosyncrasies of Euro‐Mediterranean countries (as a result of international tourism) and thus, tailor their programs to these idiosyncrasies, which are distinct from other non‐tourism‐oriented environments. Originality/value – To the best of the authors' knowledge, this is the first paper that investigates the effect of tourism‐induced idiosyncrasies of Euro‐Mediterranean countries on FMCG firms' promotional strategies. In light of the increasing importance of global consumer mobility, such studies are expected to increase. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

Promotional channels of FMCG firms and tourism A standardisation/adaptation perspective

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1450-2194
DOI
10.1108/14502191111130280
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to shed more light on the influence of a tourism‐oriented environment on the promotional channel strategies of fast‐moving consumer goods (FMCG) firms. Design/methodology/approach – The study utilises an exploratory, qualitative research design among 14 case studies of FMCG firms operating in the tourism‐oriented environment of Greece. Findings – Findings show that most firms utilise adapted promotional channels due to the influence of structural characteristics of the tourism industry and tourists' modes of behavior. Research limitations/implications – The outcomes of this qualitative study are limited to the context that is investigated and thus, future researchers are encouraged to investigate similar contexts with the goal of generalising findings. Practical implications – Findings suggest that firms ought to appreciate the contextual idiosyncrasies of Euro‐Mediterranean countries (as a result of international tourism) and thus, tailor their programs to these idiosyncrasies, which are distinct from other non‐tourism‐oriented environments. Originality/value – To the best of the authors' knowledge, this is the first paper that investigates the effect of tourism‐induced idiosyncrasies of Euro‐Mediterranean countries on FMCG firms' promotional strategies. In light of the increasing importance of global consumer mobility, such studies are expected to increase.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: May 17, 2011

Keywords: Greece; Tourism; Promotional methods; Fast moving consumer goods

References