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Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies


  • Bleoju, Gianita
  • Capatina, Alexandru
  • Rancati, Elisa
  • Lesca, Nicolas


This research seeks to explore which configurations of causal conditions can predict inbound–outbound marketing techniques adoption. The study uses Qualitative Comparative Analysis (QCA) approach to examine the pure player's (PP) propensity to inbound marketing and the propensity of click and mortar (C&M) to outbound marketing. The explanatory factors' architecture consists of ten constructs; five reflect PP propensity to inbound marketing and five reflect C&M propensity to outbound marketing. The preliminary findings of the fuzzy set qualitative comparative analysis (fsQCA) on an Italian sample of PP and C&M confirm the validity of the conceptual framework. Furthermore, the study proposes the test of the framework to a Romanian sample of PP and C&M. The originality of the conceptual approach is relying mainly upon its revealing force based on untrained recipes to approach the complexity of organizational client interaction, enriching marketing theory and understanding new practices as actionable knowledge. The main contribution of this study is to propose new configurations of organizational propensity toward inbound–outbound marketing techniques, through learning the new meanings of complex outcomes.

Suggested Citation

  • Bleoju, Gianita & Capatina, Alexandru & Rancati, Elisa & Lesca, Nicolas, 2016. "Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies," Journal of Business Research, Elsevier, vol. 69(11), pages 5524-5528.
  • Handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:5524-5528
    DOI: 10.1016/j.jbusres.2016.04.165

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    References listed on IDEAS

    1. Ragin, Charles C., 2000. "Fuzzy-Set Social Science," University of Chicago Press Economics Books, University of Chicago Press, number 9780226702773.
    2. Alin OPREANA & Simona VINEREAN, 2015. "A New Development in Online Marketing: Introducing Digital Inbound Marketing," Expert Journal of Marketing, Sprint Investify, vol. 3(1), pages 29-34.
    3. Roger I. Hall, 1984. "The Natural Logic of Management Policy Making: Its Implications for the Survival of an Organization," Management Science, INFORMS, vol. 30(8), pages 905-927, August.
    4. repec:ucp:bkecon:9780226702766 is not listed on IDEAS
    5. Navarro, Susana & Llinares, Carmen & Garzon, Dolores, 2016. "Exploring the relationship between co-creation and satisfaction using QCA," Journal of Business Research, Elsevier, vol. 69(4), pages 1336-1339.
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    1. repec:ddj:fserec:y:2017:p:522-531 is not listed on IDEAS


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