University Article Reviews: Marketing Management - MRKT20052

This report presents an analysis of two marketing articles, focusing on the implications of key issues from a marketing perspective and their impact on stakeholders. The first article examines the role of authenticity in products and services within international markets, discussing how customer reviews and ratings influence brand perception and competitive advantage. It highlights the importance of a unique selling proposition and the impact of managerial decisions on customer satisfaction. The second article explores the growing consumer demand for sustainable products and services, emphasizing the significance of sustainability for brand value and competitive advantage. It underscores the role of corporate social responsibility and its impact on organizational performance in both local and international markets. The report provides detailed insights into how marketing practices, including authenticity and sustainability, affect stakeholders and contribute to business success.

Running head: MARKETING MANAGEMENT – ARTICLE REVIEWS
MARKETING MANAGEMENT – ARTICLE REVIEWS
Name of the Student
Name of the University
Author Note

1MARKETING MANAGEMENT – ARTICLE REVIEWS
Table of Contents
Article #3.............................................................................................................................2
Article #4.............................................................................................................................3
References............................................................................................................................5

2MARKETING MANAGEMENT – ARTICLE REVIEWS
Article #3
The article discusses the use of the proper authenticity within the products and the
services that are marketed by the companies operational in the international markets. The
authenticity of the products as well as the services that are maintained by the organization is
generally subjective in nature. The products or the services that are considered to be authentic by
a certain section of people might not be the same for other sections of the concerned client
database. The article suggests the fact that the clients of the organization might react to the
various reviews that have been shared by the other clientele who are associated with the
organization as well (O’Connor, Lehman & Carroll, 2019). The article further discusses the fact
that the authenticity of the products and services is helpful in the creation of competitive
advantage. This is due to the fact that the authenticity of the concerned products as is maintained
by the company helps the company to attain a proper and unique selling proposition within the
given markets wherein the company has been functional (Čirjevskis, 2016). The reviews and the
ratings that are shared by the other clients of the organization help in the overall development of
the client base as well as helps in the popularization of the given business organization.
The major marketing issues that have been discussed within the given article refer to the
development of the competitive advantage of the company within the markets wherein the
concern has been operating. The reviews and the ratings that are provided by the existent
clientele of the organization is observed to have been used as an overall reference for the
potential clientele of the organization (Hughes, Gray & Whicher, 2018). The reviews and the
ratings help the potential clientele in concluding a certain view regarding the quality as well as
the authenticity of the concerned product or service. The clients are also observed to develop
opinions on the basis of the various reviews that are highlighted by the existing clientele of the
organization. The clients are observed to be deriving the authentic nature of the products and the
services through the ways in which the concerned organizational management have been dealing
with the issues that have been highlighted by the existing clientele of the organization. Vieira et
al. (2016) state that the managers of the organization are known to have been dealing with the
various ways in which the company might attain the required unique selling point which in turn
would affect the competitive advantage of the company in the given markets.

3MARKETING MANAGEMENT – ARTICLE REVIEWS
The issues that have been discussed above might have a greater implication in terms of
the business activities that are maintained by the multitude of the business organizations within
the international markets. The reviews and the ratings that are shared by the other clients of the
organization help in the overall development of the client base as well as helps in the
popularization of the business organization. The managers of the organization are known to have
been dealing with the various ways in which the company might attain the required unique
selling point which in turn would affect the competitive advantage of the company in the given
markets (Borsekova, Vaňová & Vitálišová, 2017). This in turn would help the concerned
organization to deal in the overall development of the customer satisfaction as well as the good
will of the company in the international markets. The proper improvement in the customer
satisfaction might further lead to the development of the competitive advantage within the given
international markets wherein the company has been operational.
Article #4
The article highlights the fact that contrary to the popular believes present-day consumers
of business organizations tend to procure products that maintain the sustainability. The article
highlights the fact that the sustainability of products had grown in the last few years. The article
further highlights the fact that the demand for sustainable products have been observed to be
hugely on the rise in the last few years (Whelan & Kronthal-Sacco, 2019). The article further
highlights the importance of maintenance of sustainability within the given products marketed by
the companies. The present-day clients within the international markets tend to root in for higher
sustainability within the given organization. The managers within the various organizations tend
to implement the proper sustainability within the products that are marketed by the company.
The article helps in the development of the sustainability within the products and the services
that are generally sought by the concerned clients of the organization. The article also sheds light
on the various matters that bear relevance to the brand value of the concerned products (Whelan
& Kronthal-Sacco, 2019). The proper brand value of the concerned organization helps in the
overall development of the issues that are related to the improvement of the competitive
advantage of the organization in the international markets.
The increase in the sustainability within the given organization tends to help in the
overall functionalities of the given organization. The managerial department within the given

4MARKETING MANAGEMENT – ARTICLE REVIEWS
organization is advised to increase the amount of the sustainability within the business in order to
deal with the increase in the competitive advantage of the organization within the given industry.
The various corporate leadership activities that are undertaken by the managers within the given
international organizations tend to help in the overall development of the competitive advantage
of the company in the markets (Saeidi et al., 2015). The managerial departments of the various
business organizations should be advised to look into the issues that are highlighted in terms of
the products and the services that the company offers to the clientele. The maintenance of the
proper sustainability within the manufacturing as well as the sales of the products help in the
development of the proper amount of the corporate social responsibility of the concerned
organizations within the given markets. This in turn might lead to the improvement of the
performance as well as the success of the company in the international as well as the local
markets wherein the company has been active (Herrera, 2015). The development of the overall
organizational performance as well as success within the given markets further lead to the
increase in the competitive advantage of the company.
The issues of the development as well as the inclusion in sustainability of the various
products and services within the given markets often stem from the improvement of the
marketing practices that are implemented within the organizations. Yu, Kuo and Kao (2017)
opine that the proper implementation of the sustainable practices that are highlighted within the
organization might lead to the overall development of corporate social responsibilities within the
organization. The proper brand value of the organization helps in the improvement of
competitive advantage in the international markets. The majority of the organizations that have
been implementing the proper corporate social responsibility within the given markets have
faced an overall success in terms of the organizational performance within the given industry as
well (Arnold, 2017). The various corporate leadership activities that are undertaken by the
managers within the given international organizations tend to help in the overall development of
the competitive advantage of the company in the markets.

5MARKETING MANAGEMENT – ARTICLE REVIEWS
References
Arnold, M. F. (2017). Competitive advantage from CSR programmes. In Innovative CSR (pp.
102-130). Routledge. Retrieved from DOI: 10.4324/9781351279000
Borsekova, K., Vaňová, A., & Vitálišová, K. (2017). Smart specialization for smart spatial
development: Innovative strategies for building competitive advantages in tourism in
Slovakia. Socio-Economic Planning Sciences, 58, 39-50. Retrieved from DOI:
10.1016/j.seps.2016.10.004
Čirjevskis, A. (2016). Designing dynamically “signature business model” that support durable
competitive advantage. Journal of Open Innovation: Technology, Market, and
Complexity, 2(1), 15. Retrieved from DOI: 10.1186/s40852-016-0042-z
Herrera, M. E. B. (2015). Creating competitive advantage by institutionalizing corporate social
innovation. Journal of Business Research, 68(7), 1468-1474. Retrieved from DOI:
10.1016/j.jbusres.2015.01.036
Hughes, T., Gray, A., & Whicher, H. (2018). Smarketing: How to Achieve Competitive
Advantage Through Blended Sales and Marketing. Kogan Page Publishers. Retrieved
from https://books.google.co.in/books?
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ge&ots=XNYv1DqiuU&sig=yWV8YBHQBCAZPmTlojc5YJaFGh4#v=onepage&q=usp
%20and%20competitive%20advantage&f=false
O’Connor, K., Lehman, D., & Carroll, G. (2019). The Kind of Authenticity Customers Will Pay
More For. Retrieved 25 August 2019, from https://hbr.org/2019/06/the-kind-of-
authenticity-customers-will-pay-more-for
Saeidi, S. P., Sofian, S., Saeidi, P., Saeidi, S. P., & Saaeidi, S. A. (2015). How does corporate
social responsibility contribute to firm financial performance? The mediating role of
competitive advantage, reputation, and customer satisfaction. Journal of business
research, 68(2), 341-350. Retrieved from DOI: 10.1016/j.jbusres.2014.06.024
Vieira, I., Nascimento, F. C., & Calvo, W. (2016). Strategic planning as competitive advantage
by using the BSC as a management tool: A case study in application of radioisotope

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technology at IPEN. Journal of Physical Science and Application, 6(3), 1-10. Retrieved
from DOI: 10.17265/2159-5348/2016.03.001
Whelan, T., & Kronthal-Sacco, R. (2019). Research: Actually, Consumers Do Buy Sustainable
Products. Retrieved 25 August 2019, from https://hbr.org/2019/06/research-actually-
consumers-do-buy-sustainable-products
Yu, H. C., Kuo, L., & Kao, M. F. (2017). The relationship between CSR disclosure and
competitive advantage. Sustainability Accounting, Management and Policy Journal, 8(5),
547-570. Retrieved from DOI: 10.1108/SAMPJ-11-2016-0086