Search results for " marketing"

Loyalty Formation for Different Customer Journey Segments

2019

The proliferation of new touchpoints empowers today's customers to design their own journey from search to purchase. To address this new complexity, we segment customers by their use of specific touchpoints in the customer journey, investigate the association of several covariates with segment membership, consider the rise of mobile devices as potential "game changers" of existing segments, and explore how the relationships among product satisfaction, journey satisfaction, customer inspiration, and customer loyalty differ across segments. Based on anticipated utility theory and using latent class analyses on large-scale data from two samples of 2,443 and 2,649 journeys, we identify five tim…

PREFAZIONE AL LIBRO: INTERNAZIONALIZZAZIONE D'IMPRESA E STRATEGIE DI PENETRAZIONE DEI MERCATI

2009

Communication analysis of the nomination proposals for inclusion in Unesco's World Heritage list : a comparative reading of “Ancient Georgian traditi…

2021

We live in a globalized world in which the attractiveness of territories, cultural policy and creativity are important levers for economic and sustainable development. Even a small territory or medium-sized cities can build their image by attracting tourists to increase economic benefits. Among other instruments, the Unesco's list has become increasingly popular. What are the consequences of classifying cities, know-how, traditions such as the world heritage of humanity? What are the differences in the ranking of items from different countries? The term heritage indicates all the objects, historical monuments, landscapes, or traditions of a country. There is the classification of these elem…

Immediate and flapless implant insertion and provisionalization using autogenous bone grafts in the esthetic zone: 5-year results.

2017

Objectives As the 2-year results for immediately inserted and provisionalized implants have been reported, it remained an open issue, whether the initially high success rates and the esthetic outcome remain stable for longer observation periods. Therefore, this prospective study examines the 5-year hard and soft tissue changes at implants placed in the anterior maxilla. Material and methods Meanwhile, 37 microthreaded implants were placed in 21 patients into extraction sockets with and without facial bone deficiencies by a flapless approach. Facial gaps and bony defects were grafted with autogenous bone chips. The implants were immediately provisionalized. The primary outcome parameters wer…

Understanding the Impact of Opinion Leaders’ Characteristics on Online Group Knowledge-Sharing Engagement from In-Group and Out-Group Perspectives: E…

2019

Opinion leaders often play key roles in online knowledge-sharing communities, which has intrigued a lot of researchers and practitioners worldwide. However, it is not clear how various characteristics of opinion leaders may affect different online groups&rsquo

The effect of early or late R&D inbound alliance on innovation

2016

In the research-and-development (R&D) supply chain, firms can agree an inbound alliance at different times along the R&D process; this decision affects the supplier's effort and the innovation that firms achieve at the end of the agreement. Because the supplier's effort is not entirely observable, firms cannot enforce effort contractually. Early contracts demand greater effort and offer risk-sharing opportunities; in late contracts suppliers have a stronger ex-ante bargaining-power position because of the shorter (and less risky) contract length and the experience suppliers already have. This study argues that later inbound alliances allow a higher innovation value when both partner…

International governance mode choice: Evidence from Brazilian franchisors

2021

Abstract The purpose of this article is to test a novel, integrative theory of governance mode selection in the context of international franchising from Brazil. Given the Brazilian emerging market context, we added and tested another variable in the model relating to environmental distance between the home (Brazil) and host countries. To test the theory, we employed two logistic regression models and representative data from the Brazilian Franchising Association in addition to the World Bank's Doing Business index, and the CEPII (Centre d'etudes prospectives et d'informations internationales). Findings show that three factors influence Brazilian franchisors' choices regarding international…

Tourism-led growth hypothesis in the top ten tourist destinations: New evidence using the quantile-on-quantile approach

2017

This paper examines the empirical validity of the tourism-led growth hypothesis in the top ten tourist destinations in the world (China, France, Germany, Italy, Mexico, Russia, Spain, Turkey, the United Kingdom, and the United States) using the quantile-on-quantile (QQ) approach and a new index of tourism activity that combines the most commonly used tourism indicators. This methodology, recently introduced by Sim and Zhou (2015), provides an ideal framework with which to capture the overall dependence structure between tourism development and economic growth. The empirical results primarily show a positive relation between tourism and economic growth for the ten countries considered with s…

A new index for measuring seasonality: A transportation cost approach

2017

Abstract Seasonal fluctuations characterize many natural and social phenomena. Although the causes and impacts of seasonality are generally well documented in different study contexts, and many methods for isolating the seasonal component have been developed, considerably less attention has been paid to the measurement of the degree of seasonality. After reviewing the main indices used for measuring seasonality in different study contexts, we will propose a new approach in which seasonality is evaluated on the basis of the solution of a transportation problem. By considering the interdisciplinary nature of seasonal phenomena, the topic of measuring seasonality merits attention from a wide v…

Decoding the XXI Century’s Marketing Shift: An Agency Theory Framework

2016

Since the beginning of the XXI century, marketing theory has moved through a series of epistemological shifts from modern positivism to postmodern constructivism. This has resulted in a series of changes to the main concepts of “traditional” marketing such as: market, product, customer, and value. These shifts can be better viewed under a social cybernetics approach such as agency theory. This is because there is now a view that the linear concept of value creation needs to give way to the more complex process of value cocreation, where value is created collectively. Agency theory is one approach that is able to shed light on how customers and providers are able to recursively create collec…