Search results for "MARKETING"
showing 10 items of 3224 documents
Comparing Innovation and Social Media Strategies in Scandinavian and US Newspapers
2018
The article focuses on innovation and social media strategies in newspaper companies in the US and three Scandinavian countries (Sweden, Norway and Denmark). Many previous studies have focused on the state of journalism and media industry in single countries, although media have distinct features in different countries. Through the comparative setting, it is possible to examine the differences in media innovation strategies and study what factors affect innovation in media production, business models, sources of funding, and social media strategies. The qualitative part of the paper consists of semi-structured in-depth interviews (N = 65) with media managers and experts, which were carried …
Ambush marketing negli eventi sportivi
Processus d'évaluation de l'extension de marque par le consommateur : conception et validation d'un modèle de décomposition
2004
International audience; L'objectif de cet article est de montrer qu'il existe, au-delà du transfert de valeur de la marque, un transfert de valeur dû au produit en extension dans l'évaluation de l'extension de marque. Sur la base de la confrontation de trois champs de recherche rarement associés et complémentaires, nous proposerons le recours à deux déterminants de l'évaluation de l'extension de marque : le fit association et le fit contexte. Dans le cadre d'une étude empirique dans le domaine alimentaire, nous mettrons en évidence la supériorité du pouvoir explicatif de ces indices par rapport à la typicalité ainsi que le rôle modérateur de l'expertise. Les implications de l'étude sur l'ex…
Exploring dark creativity: the role of power in an unethical marketing task
2020
Creativity is seen as a significant driver for successful marketing activities. However, little attention is paid to its shady side and little research on the prerequisites for unethical behaviour of marketing experts and executives is on hand. In our experimental study, we examine the mutual influence of power, honesty-humility, and benevolent creativity as predictors for ‘dark creativity’ (the use of creative ideas for malevolent actions). Participants (N = 387) were randomly assigned to a high vs. low power condition (role of marketing director vs. marketing intern). Dark creativity was correlated to benevolent creativity, power motive, and honesty-humility, but did not depend on the pow…
Taitoluistelu mahdollisena sponsoroinnin kohteena
2016
Salmijärvi, S. 2016. Taitoluistelu mahdollisena sponsoroinnin kohteena. Liikuntakasvatuksen laitos, Jyväskylän yliopisto, liikunnan yhteiskuntatieteiden pro gradu -tutkielma, 115 s., 1 liite. Tutkielmassa tarkasteltiin urheilun sponsorointia yhden lajin, taitoluistelun, näkökulmasta. Tutkielmassa selvitettiin, millainen mahdollinen sponsoroinnin kohde taitoluistelu on ja miksi. Tavoitteena oli tuottaa urheilusponsorointiin liittyvää tieteellistä tietoa uudenlaisesta näkökulmasta ja tarjota samalla Suomen Taitoluisteluliitto ry:lle hyödyllinen katsaus taitoluistelun tilanteeseen. Tutkielmassa perehdyttiin aiempaan kirjallisuuteen niin sponsoroinnin kuin taitoluistelunkin osalta sekä selvitet…
Aceptación del pago móvil en España: análisis de la conveniencia y la usabilidad en el contexto de una batalla generacional
2017
Entender la aceptación y el uso de una nueva tecnología constituye una de las corrientes más maduras y fructíferas de investigación dentro de los sistemas de información. Contar con un modelo que maximice el poder explicativo sin perder de vista el contexto de utilización y las características de los usuarios, se ha transformado en un imperativo. El propósito central de la investigación propuesta consiste en presentar y contrastar un modelo holístico de síntesis de aceptación voluntaria de una tecnología, por parte de un consumidor individual. Este modelo integrará distintas perspectivas, aplicadas a la adopción del servicio de pago móvil. Asimismo, se analizará el impacto de la brecha gene…
Do Online Travel Communities Matter? A Literature Review
2017
The emergence of social media has migrated consumers from peripheral stakeholders to strategic partners whose inputs are critical for successful product and service innovation. Online communities provide a platform for aggregation of consumers from diverse backgrounds; online travel communities (OTCs) have recently attracted growing interest in the information systems and tourism literature because their unofficial boundary spanning role influences consumer interest in destinations. Importantly, this literature remains largely fragmented because of conflicting findings. The present study seeks to integrate prior OTC research in order to understand the motivations and consequences (negative …
Uzņēmuma tēla ietekme uz zīmola popularitāti, pamatojoties uz "Nike Inc." kompānijas piemēru.
2015
Šī diplomdarba tēmas aktualitāti nosaka tas, ka pētījumi un praktiskā pieredze parāda, ka mūsdienās veiksmīgai kompānijai ir jābūt zīmola stratēģijai, kas ir virzīta uz patērētāja uzticības veidošanu. Tā kā zīmola „vērtību” nosaka patērētāja gatavība iegādāties preci par daudz augstāku cenu, ja tirgū ir citu prečzīmju analoģiskās preces. Šī diplomdarba mērķis ir uzņēmuma tēla ietekmes uz zīmola popularitāti būtības atklāšana, izanalizējot teoriju. Kā arī izpētīt kompānijas "Nike Inc." zīmola un tēla izveidi un tā lomu uzņēmuma darbībā. Izpētīt kompānijas "Nike Inc." tēlu patērētāju apziņā. Diplomdarbs sastāv no teorētiskās literatūras apkopojuma par zīmola un tēla teorētiskiem aspektiem, no…
From Analysis to Formulation of Strategies for Farm Advisory Services (Case Study: Valencia – Spain). an Application through Swot and Qspm Matrix
2019
Abstract European agriculture should meet new increasing internal and contextual challenges. For example, the reform of the Common Agricultural Policy in 2003 introduced the cross-compliance, among other novelties, as compulsory for farmers. To better meet this and other requirements, Member States had to set up the so-called Farm Advisory System, operational across the European Union in 2007. From a sample of actors involved in the provision of farm advisory services in the region of Valencia (Spain), the present study aimed to identify the most appropriate strategies to implement such services. SWOT method has been applied to examine the internal and external environment. Based on this di…