Search results for " Marketing."

Die Wirkung funktionaler, emotionaler und relationaler Nutzendimensionen auf die Markenloyalität

2005

Drawing on existing marketing literature three dimensions of utility are suggested: functional, emotional and relational. It is argued that the importance of these dimensions vary over time. In the early phase of the product life cycle, the functional utility is crucial for the success in the market place. Over time the emotional and relational dimension become more and more important. An empircial study carried out in the telecom industry provides evidence that this shift of importance actually takes place. The managerial implication is twofold. Firstly, the value proposition needs to be adapted in order to meet customer expectations. Secondly, an organizational change is necessary to be a…

AGILITY AND THE ROLE OF PROJECT — INTERNAL CONTROL SYSTEMS FOR INNOVATION PROJECT PERFORMANCE

2019

As a reaction to the rapidly changing environment, organisations increasingly use agile project management (APM) methods to develop innovation. The associated process changes necessitate the adaption of organisational structures and control systems. This study draws on Simon’s Levers-of-Control framework (LOC) to explore the impact of different control levers on innovation project performance. Based on a survey of 316 project managers and product owners, the results suggest that the use of interactive project control systems and project-internal belief systems has a positive impact on the innovation outcome, regardless of the degree of agility of the project. Furthermore, we reveal that a s…

Improving eco-efficiency of a swimming hall through customer involvement

2013

Abstract Findings from a project aiming to improve eco-efficiency of a swimming hall in Finland are presented in this article. There are various opportunities for eco-efficiency improvements for a swimming hall, many of which belong to responsibilities of the staff. However, there are aspects where also customers could participate. Consequently, changes in the current behavior of the swimming hall management, staff and customers are required. Results from customer survey and staff interviews suggest that lack of knowledge about the swimming hall-specific environmental impacts and possibilities of the respondent (either staff or customers) to actively engage in pro-environmental work at the …

An integrative approach of the marketing research and benchmarking

2017

The accuracy of the manager’s actions in a firm depends, among other things, on the accuracy of his/her information about all processes. At this issue, developing a marketing research is essential, because it provides information that represents the current situation in organization and on the market. Although specialists devote the marketing research exclusively to the organizational marketing function, practice has shown that it can be used in any other function of the company: production, finance, human resources, research and development. Firstly, the paper presents the opportunities to use the marketing research as a management tool in various stages of creative thinking. Secondly, bas…

Small world theory and the World Wide Web: linking small world properties and website centrality

2016

This qualitative paper aims to point out the incidence of small world characteristics in the World Wide Web. To this end, some theoretical implications of small world theory (SWT) are verified using information from focus groups and in-depth interviews administered to experts and users of the World Wide Web. The purpose of this study is to investigate whether it is possible to apply small world properties to online social networks while pointing out the key variables of website centrality in that context. Building on this, the paper traces possible contributions for better management of the World Wide Web in terms of the professional use of social media to facilitate information or product …

2017

Social media has become an important tool for sport organisations to interact with fans. In particular for sports that have smaller marketing budgets and that do not receive mainstream media coverage on a daily basis, social media platforms provide unique communication and marketing opportunities to overcome such challenges. This study investigates the motives of fans to communicate on the Facebook page of the International Table Tennis Federation (ITTF). It is the first study that focuses on the use of social media in the context of an international sport federation. Knowledge about the gratifications sought by fans while interacting on social media is important for organisations to develo…

Barriers to Integrated Marketing Communications: The Case of Latvia (small markets)

2012

Abstract No promotional tool should be used in isolation or without regard to the others; hence there is a trend toward integrated marketing communications. Many conclusions of researchers and most of the studies justify the effectiveness of the IMC and point to multiple advantages in comparison to the classical MC. In comparison to the classical MC, the IMC also in small markets declare exigency and ensure higher effectiveness. But the development and application of the IMC also has several problems or barriers. The purpose of this study is to investigate barriers to Integrated Marketing Communications in Latvian market (small markets). According to accomplished interrogation, the most imp…

Implications of the Marketing Strategy for Exporting MSEs from Developing Economies

2010

Purpose: This paper reviews the export literature and identifies the marketing challenges faced by exporting MSEs from developing economies. The paper further explores ways in which MSEs can adjust their marketing strategies to circumvent the challenges faced. Design/methodology/approach: It reviews both theoretical and empirical perspectives in export performance globally and with a special focus on studies done in developing economies. The literature synthesis is done in order to develop a conceptual model which will be used as guidance in future research. Findings: Previous studies have shown several types of marketing challenges which are faced by MSEs from developing economies. These a…

A description model for regeneration through urban tourism in rural towns with underused historic real estate

2016

Il presente contributo propone un modello di descrizione (description model) che trova applicazione in una situazione reale di aiuto alla decisione posto dall'urbanista per lo sviluppo turistico delle città rurali nelle zone dell'entroterra siciliano. Il problema decisionale riguarda la città di Cianciana (AG), che negli ultimi anni si è resa protagonista di un particolare fenomeno di turismo internazionale. In particolare, proponiamo un quadro valutativo multicriteriale per la riqualificazione fisica ed economica del centro storico della città attraverso lo sviluppo del turismo. Il modello presentato, relativo a un problema decisionale di tipo descrittivo, è orientato a supportare i deciso…

North American entrepreneurs in Cuba: which entry mode and government affiliation strategy?

2018

Purpose To have success in newly liberalized markets, firms must have a plan of action before resources are committed. What some companies do not realize is that their own entrepreneurial orientation (EO) will dictate their strategies, and performance outcomes, in both their home market and abroad. In order to maximize firm performance in newly liberalized markets (such as Cuba), firms must be able to objectively gauge their own EO. The paper aims to discuss these issues. Design/methodology/approach Within this framework, the present paper will attempt to effectively measure the EO of decision-making managers from US companies that have an interest in entering the Cuban market. A final sam…