International Journal of Management Cases CIRCLE Conference Calabria, Italy, April 2007 Volume 9 Issue 3/4 EDITORS Western Europe Professor Barry J. Davies Professor of Marketing, University of Gloucestershire, UK [email protected]. The Rest of the World Professor Claudio Vignali Arnold Ziff Chair in Retailing, Leeds Metropolitan University, UK [email protected] Central Europe Professor Tihomir Vranesevic The Graduate School of Economics, The University of Zagreb [email protected] EDITORIAL BOARD Dr. David J. Bennett Head of Department, Operations & Information Management Division, Aston Business School, Birmingham, UK [email protected] Dr. Leo Dana University of Canterbury, New Zealand [email protected] Professor Alberto Mattiacci Professor of Retailing and Marketing,The University of Sienna, Italy mattiaccialbunisi.it Professor Mark Dupuis Professor of Marketing, Ecole Superiore de Commerce de Paris, France. Dr. Labros Vasiliadis Business Academy, Chalkida, Greece [email protected] Dr. Henk J. Gianotten Director, Centre for Retailing Research, Economish Institut voor het Midden en Kleinbedrijf, Netherlands. Dr. Hans-Rüdiger Kaufmann University of Applied Science, Liechtenstein [email protected] Professor Dr. Jürgen Polke Associate Dean, University of Applied Science, Vorarlberg, Austria [email protected] Professor Carlo A. Pratesi Professor of Retailing Marketing, University of Urbino, Italy [email protected] Professor Jurica Pavicic Professor of Marketing, University of Zagreb, Croatia [email protected] Professor Antonella Reitano Professor di Economica & Gestione, Universita di Calabria, Italy [email protected] Professor Brenda Sternquist Professor, International Retail Management, Michigan State University, USA [email protected] Dr. Tomasz Wisniewski The University of Szczecin Poland [email protected] Dr. Demetris Vrontis Dean, School of Business Administration, Intercollege, Cyprus [email protected] PRODUCTION EDITOR Gianpaolo Vignali [email protected] Centre for International Research in Consumers www.ijmc.org.uk Location and their Environments (CIRCLE) ISSN 1741-6264 International Journal of Management Cases is published by: Access Press UK, 1 Hillside Gardens , Darwen, Lancashire, BB3 2NJ Copyright Access Press UK International Journal of Management Cases Contents Keynote Conference Paper SYMBIOTIC MARKETING NETWORKS 6 LEO PAUL DANA, RICHARD W. WRIGHT AND HAMID ETEMAD Religious Festivals and Tourism RELIGION AS ATTRACTION: RELATIONS IN A JAPANESE FESTIVAL. 19 LEIF SELSTAD SEGMENTATION BT CHARACTER TRAITS: A PRELIMINARYEMPIRICAL ASSESSMENT FOR TOURISM SECTOR PRODUCTS 25 MARIA TERESA CUOMO, GUISEPPE FESTA, DEBORA TORTORA AND GERADINO METALLO RELIGIOUS PILGRIMAGES AS MULTIFUNCTIONAL JOURNEYS: A CASE STUDY OF RELIGIOUS PILGRIMAGES IN SOUTH AFRICA 40 FELICITE FAIRER-WESSELS THE IMPACT OF RELATIONSHIP MARKETING STRATEGY ON HOST COMMUNINTY THROUGH SPECIAL EVENTS AND FESTIVALS 47 RAZAQ RAJ AND SAY YERRAPATRUNI MARKETING AND DEVELOPMENT IN FOUR WESTERN EUROPEAN SANCTUARY TOWNS 56 VITOR AMBROSIO THE INFLUENCE OF RELIGIOUS BELIEF ON DESTINATION IMAGE. THE CASE OF HASHEMITE KINGDOM OF JORDAN 63 SALEM HARAHSHEH, MIKE MORGAN AND JONATHAN EDWARDS DOES FAIR-TRADE REPRESENT A MARKETING OPPRTUNITY FOR THE UK TOURISM INDUSTRY 74 NEIL RICHARDSON, CHARLOTTE EILERTSEN AND ALEXANDRA KENYON Consumer Behaviour TERRITORIAL COMMUNICATION AS TOOL TO PROMOTE THE TERRITORIAL DEVELOPMENT: CALABRIA AND SAINT FRANCESCO FROM PAOLA PROJECT 83 PIER AUGUSTO BERTACCHINI, ANTONELLA REITANO, ROCCO SERVIDIO, ELEONORA PANTANO, AND ANTONIO FERACO COMMUNICATE WITH CONSUMERS IN THE RETAIL SHOP 92 LUCA APRILETTI, LAURA BOTTINELLI AND CARLA CATTANEO ECO-PURCHASING IN THE ORGANIC FOOD MARKET 104 GEORGE LODORFOS AND JUNE DENNIS 1 International Journal of Management Cases INFLUENCING FACTORS OF CONSUMERS’ PERCEPTION TOWARDS DELICATESSEN DIFFERENTIATED BY CONSUMERS’ FAVOURITE SHOPPING LOCATIONS 121 HANNES WECHNER, HANS RÜDIGER KAUFMANN AND CLAUDIO VIGNALI BEHAVIOURAL AND NON-BEHAVIOURAL MODELS FORCUSTOMER SATISFACTION MEASURE 129 GABRIELLA MAZZULLA AND LAURA EBOLI PUBLIC SERVICE CUSTOMER BEHAVIOURCOMPARISON BETWEEN TWO REGIONS: CALABRIA (I) AND SATAKUNTA (FIN) 140 ANTONELLA REITANO, ANGELO BRUTTO, ALESSANDRO CALDERONE AND ANTONINO MORANO NUTRITIONAL TRADE-OFFS – A COMPARATIVE STUDY OF TWO FOODS 156 N WINDRUM AND R NELSON Quality Assurance and Management QUALITY ASSURANCE FOR THE HOTELS IN TURIN, ITALY 146 ANTONELLA CAPRIELLO AND IAN D. ROTHERHAM SERVICE QUALITY AND TRAINING: A PARADOX 172 DR DES MONK AND DANIELLA RYDING CREATING A CROSS-CULTURAL KNOWLEDGE PUMP 179 DOLORES SANCHEZ BENGOA AND HANS RÜDIGER KAUFMANN STRATEGIC COMMUNICATION RELATED TO ENVIRONMENTAL AND PACKAGING CHALLENGES: CASE OF BEVERAGE AND DAIRY INDUSTRY IN CROATIA 188 NIKOLA DRASKOVIC, JURICA PAVICIC AND GORAN VLASIC QUALITY MANAGEMENT OF FOOD PRODUCTS’ PRIVATE LABELS IN CROATIA 196 MAJA MARTINOVIĆ, TIHOMIR VRANEŠEVIĆ AND MIROSLAV MANDIĆ INTANGIBLES ASSETS IN COMPANY SUCCESSION IN GERMAN SMES 201 SUSANNE DURST AND HANS RÜDIGER KAUFMANN THE RELATIONSHIP BETWEEN THE DESIRED SELF-IMAGES AND THE SELF-MONITORING 212 IHN HEE CHUNG, HYE JIN BAE AND HO JUNG CHOO Marketing and Branding THE CHANGING MARKETING COMMUNICATIONS MIX – A MEDIA AND MESSAGE FRAMEWORK 225 GRAHAM HUGHES AND CHRIS FILL CAUSE RELATED MARKETING: A RESEARCH PAPER ON ITS VALUE AND EFFECTS FROM THE STAKEHOLDERS’ PERSPECTIVE 233 MARLEN MARTOUDI DEMETRIOU MARKETING ETHICS : AN ISLAMIC AND CHRISTIAN COMPARISON IN CYPRUS 241 RIA NICOLETTI MORPHITOU AND PAUL GIBBS 2 International Journal of Management Cases Innovation and Technology ON-LINE CHANNELS AND DIRECT MARKETING MEDIA 249 STJEPAN DVORSKI, DAMIR DOBRINIĆ AND VLADIMIR KOVŠCA TECHNOLOGY BROADENS THE GAP BETWEEN PREMIERSHIP FOOTBALL CLUBS 254 STEPHEN HENDERSON RELATIONSHIP MARKETING ON A UNIVERSITY WEBSITES: AN ANALYSIS OF LEEDS METROPOLITAN UNIVERSITY WEBSITE 261 TAHIR RASHID EUROPEAN AIR NAVIGATION SERVICE PROVIDERS AT THE CROSSROADS 270 THORSTEN QUENDT, CLAUDIO VIGNALI AND HANS-RÜDIGER KAUFMAN BRAND EXTENSION STRATEGY 283 TIHOMIR VRANEŠEVIĆ, MIROSLAV MANDIĆ AND IRENA PANDŽA Retailing and Education EXPLORING SHOPPERTAINMENT: LEEDS CITY CENTRE AND DEVELOPMENTS FOR CONSUMPTION SPACES 297 ALEXANDRA KENYON TITLE: RETAIL BRANDING MODELS IN TAIWANESE RETAIL GROCERY MARKET 305 CHING-WEI HO, JOHN TEMPERLEY AND CLAUDIO VIGNALI THE MARKETING ROLE OF PACKAGING: A REVIEW 315 NIKOLA DRASKOVIC SHOPPING CENTRES IN TOWN VERSUS OUT OF TOWN 324 JOHN TEMPERLEY BEHAVIOURAL BRANDING - THE INTERDISCIPLINARY HILTI CASE 329 HANS RUEDIGER KAUFMANN, MARTIN CAJTHAML AND MICHAEL M. MEIER FOOD CONSUMERS: STIGMATISATION AND THE MANAGEMENT OF COMMUNICATION 335 POTTS, M, AND NELSON, R. CO-BRANDING OR ALLIANCE OF BRANDS 342 TIHOMIR VRANEŠEVIĆ, MIROSLAV MANDIĆ AND SANDRA HORVAT RETAIL SECTOR IN CROATIA: GROWTH FUELED BY MARKETING INNOVATIONS 348 MARIJA TOMASEVIC LISANIN AND MIRKO PALIC THE ROLE OF NONSTORE RETAILING FROM CROATIAN CONSUMERS PERSPECTIVE 360 SANDA RENKO AND VESNA BRČIĆ-STIPČEVIĆ, ENTERING A FOREIGN MARKET WITH A NEW PRODUCT – THE CASE OF A NEW SAKE PRODUCT LAUNCHED IN AUSTRIA BY A SMALL/MEDIUM SIZED COMPANY.THE THEORETICAL APPROACH 369 CLAUDIO VIGNALI, GIANPAOLO VIGNALI AND ALBERTO MATTIACCI 3 International Journal of Management Cases 4 International Journal of Management Cases Subscription Fees 2007 subscriptions are available in a number of major currencies. Exchange rates and prices will be held throughout 2007. Subscription fees per volume are: $US 280 £Stg 150 $Aus 370 € 220 SFr 345 ¥ 32,340 Individual journal editions can be purchased at the following prices: 10 Journals @ £15 per journal 20 Journals @ £10 per journal 50 Journals @ £7 per journal Subscription information is available from the Publishers at: G Vignali Leeds Metroploitan University School of Tourism, Hospitality and Events Calverly St Civic Quarter Leeds LS1 3HE Reproduction Rights The publishers of the International Journal of Management Cases have granted, free of charge, unlimited photocopying and other reproduction rights to subscribers, for teaching and study use within the subscribing organization. Authors may also photocopy or otherwise reproduce their particular case from International Journal of Management Cases, subject to an acknowledgement of publication and copyright details. 5 International Journal of Management Cases SYMBIOTIC MARKETING NETWORKS LEO PAUL DANA UNIVERSITY OF CANTERBURY, NEW ZEALAND RICHARD W. WRIGHT UNIVERSITY OF CANTERBURY, NEW ZEALAND HAMID ETEMAD UNIVERSITY OF CANTERBURY, NEW ZEALAND Abstract large firms to reduce costs through greater specialization, which they often achieve by out- As the drivers of globalization remove barriers sourcing value-added functions to smaller firms. which traditionally segmented the competitive New symbiotic relationships are thus created which environments of small and large firms, firms of all allow smaller firms to achieve the expanded reach sizes are beginning to share the same competitive and efficiencies associated with internationalization space. Symbiotic arrangements are evolving more rapidly and effectively than they could on their through which smaller firms enter the value chains own. In Western business systems, collaborative of larger firms, to the benefit of both sides. Using arrangements between small firms and large firms a conceptual framework with illustrative examples, have traditionally been transaction-based; in other this paper explains how smaller firms can use words, they can be