Search results for " marketing"
showing 10 items of 1527 documents
Encouraging energy conservation with ʻno hard feelingsʻ : a two-part analysis of communication between energy companies and Finnish households
2010
La face cachée de la co-création de valeur : l’exemple de l’architecture commerciale française
2019
L’innovation requiert une activité en réseau pour laquelle différents acteurs doivent s’associer. La conduite d’une enquête ethnographique au sein de l’architecture commerciale française souligne l’ambivalence du processus de coproduction. L’analyse identifie des sources de co-création et co-destruction, liées aux motivations des acteurs et à leurs interactions, et rend compte de leurs conséquences. Les détaillants sont invités à se (re)positionner comme des chefs de projet, garants de l’assignation des rôles et de l’arbitrage entre les fonctions créatives et techniques. Le développement de nouvelles plateformes de communication, susceptibles de pallier les biais d’interprétation entre acte…
Analysis of Social Media Impact on Opportunity Recognition. A Social Networks and Entrepreneurial Alertness Mixed Approach
2020
This paper investigates the effects of social media on entrepreneurial opportunity recognition. Combining the internal and external approaches of opportunity recognition, the study analyzes how social media influences the entrepreneurs in discovering new entrepreneurial opportunities. Structural equation modeling was used in this study, using the variance-based partial least squares (PLS)&ndash
Bricolage in the marketing efforts of a social enterprise
2016
Purpose The paper aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise. Design/methodology/approach The authors have used an in-depth case study of collaboration between a Finnish university and an Indian social enterprise as the methodology for the research in which the data were collected over a period of two years. The data involve semi-structured interviews, field notes and student reports. Findings The authors propose bricolage as a method of marketing ingenuity in resource-constrained social enterprises. Network bricolage and entrepreneurship education bricolage were identified as two mechanisms adopted to address…
Entrepreneurial Marketing in Small Firms: A Comparative Study of Small Software Technology Firms in Central Finland, Wales, UK and Silicon Valley, US
2015
This paper reports on present research of Entrepreneurial Marketing (EM) in small software technology firms (SSTFs) in order to investigate and compare the effects of ecosystems in three different countries and, the effect this has on a firm’s EM orientation and, on business growth. Firms today operate in a business environment characterized by increased risk and decreased ability to forecast while markets are uncertain, are fragmenting and becoming frictionless. Hence, firms interact as competitors, customers, and collaborators in a global, knowledge economy. Such changes have had an effect on marketing (Schindehutte, Morris and Pitt 2008) and reflect the type of marketing practiced in sma…
Educational branding in private Spanish universities: building brands that the public fall in love with
2020
espanolA traves de la presente investigacion, se pretende analizar el papel del capital de marca universitario en el ambito privado espanol. Para ello, se lleva a cabo un estudio empirico contando con una muestra cuantitativa de 993 respuestas validas procedentes de distintos agentes implicados (343 profesores, 164 empleados de servicios y 486 estudiantes). Los resultados obtenidos muestran la repercusion de cada una de las variables del capital de marca a nivel educativo y, en especial, la importancia de construir imagen de marca para maximizar la percepcion de capital de marca en las universidades privadas espanolas. A su vez, se observan diferencias significativas de percepcion entre los…
Ethically minded consumer behavior, retailers’ commitment to sustainable development, and store equity in hypermarkets
2020
The present paper analyzed the influence of ethically minded consumer behavior on retailer&rsquo
L’indicible et l’indiciel. Empreinte gustative et trace figurative
2011
International audience; L’image des aliments fait l’objet d’une production éditoriale foisonnante, protéiforme : livres de cuisine, de recettes ; ouvrages sur le goût, la table, la gastronomie, les Chefs, les styles et les cultures alimentaires ; émissions et blogs culinaires ; productions médiatiques et multimédias, artistiques et muséales innombrables . Sans dresser d’inventaire, on voit bien que le sujet fascine, au point d’occuper, voire de saturer, l’espace des publications en tous genres. L’ampleur du phénomène rend toujours plus difficile la marge de différenciation par rapport à tout ce qui est produit sur le marché, notamment en termes d’images. Difficile, en effet, de parler des a…
Eventi sportivi e ambush marketing
2018
l presente contributo mira ad esaminare il fenomeno dell’ambush marketing, alla luce di quanto statuito anche recentemente dalla Corte Federale Australiana, la quale ha ritenuto legittime le campagne di marketing sviluppate dall’azienda Telstra Corporation Limited durante i giochi olimpici di Rio 2016
THE IMPORTANCE OF ESTABLISHING CUSTOMER EXPERIENCES
2012
Recently, companies have apprehended the fact that customers want more than merely products or services and have proceeded in providing value creation through customer experiences. Experience marketing has emphasized the need to stimulate, entertain and affect consumers at an emotional level in order to create the premises for an experience in consumption. The repercussions for the experience marketing approach can range from brand advocacy, word-of-mouth, to loyalty and motivation to buy such an experience. Therefore, companies need to manage these experiences and pay attention to the moments of truth the customer has with the organization in question.