Search results for " Strategy"
showing 10 items of 764 documents
The role of digital channels in industrial marketing communications
2015
Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship c…
Entrepreneurial competencies and motivations to enhance marketing innovation in Europe
2017
Global Entrepreneurship Monitor (GEM) country profile variables were analyzed using qualitative comparative analysis (QCA). This analysis identified which combinations of entrepreneurs’ competencies and motivations boost marketing innovation. Marketing innovation contributes to defining and reinforcing competitive advantages, goal setting, and business performance. The findings of this study can help policymakers design strategies to foster regional marketing innovation and economic growth.
Antecedents of entry mode choice when diversifying
2009
Abstract Corporate diversification is one of the broadest investigation topics in strategic management, but there are important gaps in the literature regarding entry mode choice. Few studies have examined the extent to which pre-entry conditions influence the choice of entry mode into new businesses. Past research has focused exclusively on internal development and acquisition as ways of entering new businesses, without considering the existence of hybrid forms, such as strategic alliances, that have experienced extensive growth during the last decade. Here we present an in-depth analysis of entry mode choice that uses an integrative perspective of corporate diversification and considers s…
Three decades of subsidiary exits: Parent firm financial performance and moderators
2020
Abstract This study aimed to find important constructs and relationships among models of subsidiary divestment during the period from 1989 to 2018 using correlation matrices of 80 studies, the selection of which was based on six criteria. It revealed eight important constructs, namely firm innovativeness, environmental factors in the target country, type of experience, organizational characteristics, investment strategy, parent firm financial performance, subsidiary divestment, and the moderating effects of advertising intensity and product diversification. Furthermore, it shed light on seven relationships that should be considered in future attempts to assess parent performance related to …
Ūdeņraža enerģētikas mārketinga nepieciešamības attīstīšana Latvijā
2013
Elektroniskā versija nesatur pielikumus
Factors contributing brand attitude in advergames: Entertainment and irritation
2012
The main contribution of this article is to offer new insights into the antecedents of brand attitude in an advergaming context, focusing on entertainment and irritation as its main drivers. Also, the indirect effect of intrusiveness and congruence on brand attitude is analyzed. A structured questionnaire was completed by a sample of 100 undergraduate and postgraduate students after playing to a real casual advergame. The results show that entertainment is the main driver of brand attitude although irritation also exerts a significant effect on brand attitude due to perceived intrusiveness that, in turn, is determined by incongruence. The study provides useful managerial implications for co…
The effects of price bundling on consumer evaluations of product offerings
1999
Abstract The bundling of multiple products or components at a set price has become a popular marketing strategy. Although little is known of how bundled price information should be presented to consumers, mental accounting principles provide guidelines. These principles suggest that more positive evaluations should result from bundling or integrating component prices into a single price and debundling or segregating component discounts into a set of discounts. A study is reported in which consumers were presented an offer for an automobile and then asked to evaluate their satisfaction with the offer, likelihood of recommending, and likelihood of repurchasing the brand. The study supports th…
Handling complaints on social network sites – An analysis of complaints and complaint responses on Facebook and Twitter pages of large US companies
2015
Social media provide numerous possibilities for consumers and other stakeholders to voice their complaints about organizations in public. While this can damage the reputation of an organization, effectively handling complaints also bears considerable opportunities to win back complainants and to win over observers of the interaction. This study analyzes how large companies handle complaints on their Facebook and Twitter pages. Results reveal that the companies are not fully embracing the opportunities of social media to demonstrate their willingness to interact with and assist their stakeholders. Organizational responsiveness is only moderate, and companies often try to divert complainants …
Subsidiary-specific advantages for inter-regional expansion: The role of intermediate units
2018
Abstract This paper explores the distinctive deployment of resources and capabilities by subsidiaries in order to develop an intermediate role within the MNC. Based on the regional management perspective, we focus on a specific intermediate role—the springboard subsidiary—that helps overcome the liability of inter-regional foreignness. Our results, which are based on a dataset covering 188 subsidiaries, show that the probability of taking on this role is contingent upon experiential knowledge about the target region, as well as a rich knowledge base derived from a wide range of activities and a broad geographical scope. Our findings also show that possession of slack resources does not nece…
Strategic network marketing in tehncology SMEs
2013
Abstract This study seeks to explore strategic networks from an entrepreneurial marketing and value creation perspective in the business-to-business (B2B) context to ascertain the value generated by strategic groups of network actors. This area has received little research investigation, despite the importance of network marketing in small-to-medium-sized enterprises (SMEs). The Strategic Network Marketing Model (SNMM) is generated from the study which presents a typology of six network types, together with their associated value creation opportunities. Both the typology and the focus on opportunities generated by the network types are novel. Qualitative interviews were conducted in 12 soft…