Search results for " marketing"

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…

Women as Key Agents in Sustainable Entrepreneurship: A Gender Multigroup Analysis of the SEO-Performance Relationship

2020

Literature points out that the effect of sustainable entrepreneurship on firm performance may be contingent on internal factors, such as top manager characteristics. This paper proposes that the gender of a firm&rsquo

Rôle des institutions de microfinance dans le financement de l’entrepreneuriat féminin

2020

Microfinance Institutions (MFIs) are responsible for lending money to people who do not have sufficient collateral to access the formal banking system. These organizations participate in the development of entrepreneurship by funding women's projects. Several actors, who intervene around this contractual relationship between MFIs and women, may follow different objectives and interests, which can be a source of inefficiency. This contribution examines the determinants of the credit supply of MFIs intended for female entrepreneurship in the 8 countries of the West African Economic and Monetary Union (UEMOA). Our results show that if the volume of subsidies, equity and indebtedness of MFIs ha…

Banks Digitalization - A Challenge for the Romanian Banking Sector

2019

Abstract The banking system has undergone several transformations since its beginning up to now, some as a result of adapting to customers’ requirements that have become increasingly sophisticated, and others as a result of the economic and political contexts that have passed, which again – have required its adaptation. Regardless of the situation, the banks have undergone a large digitization process, a process that is now in progress and which in the coming years can cause a significant change in the banking we knew about 10-15 years ago. Through this paper, I propose to analyse the situation of the banking system in terms of adapting to these challenges, at the level of Romania, in the c…