Renowned marketing scholar a guest at SMIB
Professor David Stewart, one of the most well-known scholars in the field of marketing, spoke in SMIB's distinguished lecture series last week.
Professor David Stewart, one of the most well-known scholars in the field of Marketing, spoke in the School of Marketing and International Business (SMIB) Distinguished Lecture Series last week.
The topic of his presentation, Business Models and Marketing Accountability in a Global Economy, explored the characteristics of successful business models.
Professor Stewart commented that firms may employ quite dissimilar business models with very real differences in how they realise income, define costs, and organize their activities.
For example, Walmart has been highly successful targeting customers in rural areas, whereas other retailers successfully focus on other segments as their target markets.
Another example Professor Stewart gave related to companies reorganising the value chain, and he mentioned Dell as an example of a company that removed the retailer by selling directly to the consumer.
Benneton was another example, outsourcing low margin activities such as manufacturing, and focusing on high margin activities such as branding and design.
Both of these business models have proven to be successful for the respective companies.
Professor Stewart is currently the editor of the Journal of Public Policy and Marketing and has previously served as the editor of the Journal of Marketing and the Journal of the Academy of Marketing Science, all top journals in the field of marketing.
SMIB's distinguished lecture series will continue in 2015, with John Cadogan, editor of International Marketing Review, scheduled to be the school’s next speaker in the series.
Distinguished Lecture Series: Bringing the leading global scholars in Marketing and International Business to Wellington
In 2012, the School of Marketing and International Business decided to create a Distinguished Lecture Series.
A key objective was to invite editors from the leading international journals in Marketing and International Business to share their cutting edge research with Victoria Business School staff, students, and alumni, as well as the local business community.
The lecture series has proven to be very successful, with editors from the European Journal of Marketing, the Journal of International Management, and the Journal of Consumer Research (the leading journal in the area of Consumer Behavior), visiting Wellington since the lecture series started.