Search results for "Return"
showing 10 items of 354 documents
Do family SME managers value marketing capabilities' contribution to firm performance?
2012
PurposeThis paper seeks to extend knowledge on the impact of different marketing capabilities on various measures of organisational performance in the context of family‐run small to medium‐sized enterprises (SMEs).Design/methodology/approachAspects regarding marketing capabilities in family‐owned SMEs and their impact on superior performance are identified and briefly discussed according to the existing literature. Then, quantitative research is presented followed by a discussion of the findings. The paper ends with the conclusion, managerial implications, limitations and lines for future research.FindingsThe results of the study show the relevance of marketing capabilities for product diff…
Brand assessment: a key element of marketing strategy
1997
The growing importance of the brand in the life of the company and in consumer perceptions has led many authors to base their analysis on brand value rather than the traditional approach in which its definition, its functions and its characteristics were amply developed. It is becoming increasingly obvious that the brand generates value for the company: brand value is the value of the marginal cash flows generated by a product due to the fact that it is identified with a brand. Brand value is generated by a series of multidimensional assets which interact in a complex way: loyalty; awareness; perceived quality; and identity. One of the main problems for a company wishing to develop a brand …
Empirical Evidence of Marketing Practices in the Nonprofit Sector: The Case of Performing Arts
2001
ABSTRACT Arts organisations are adopting marketing practices as international literature suggests. However, there is an important lack of studies proving this. So, the overall goal of this article is to examine how performing arts institutions apply marketing principles in their management process. Specifically, we propose to group these organisations according to their implication with marketing practices. An empirical research design using univariate and multivariate techniques was drawn. The results showed that performing arts organisations are adopting marketing tools but with different levels of implication. So, the three groups found were labelled neutral, involved and image conscious…
Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach
2016
Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integ…
The effect of marketing communication on business relationship loyalty
2017
Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) col…
The effect of high performance work systems on small and medium size enterprises
2015
Abstract This study analyzes the processes that explain high performance work system (HPWS) effect on company performance in small and medium size enterprises (SMEs). This study tests this relationship in SMEs by selecting three high performance work practices (HPWP) and an outcome variable based on the return on investment. A regression model with a sample of 78 companies tests the hypothesis. Results confirm the positive effect of HPWP on the performance of SMEs.
A Broad Analysis of Marketing Strategies for their Incorporation as Activities in a User Centred Process
2014
Abstract The goal of this paper is to analyze the most important Marketing Strategies that can be used for the development of interactive systems. First of all, an extensive Mapping Study has been achieved, in order to search what relationship exists between Marketing and Usability. Furthermore, a study of the state of the art has been achieved to discover whether Marketing Techniques and HCI concepts already co-exist in the existing bibliography, and to what extent. Finally, a SWOT analysis has been presented of the most important marketing strategies that exist on the Market: Product, Price, Promotion and Place.
Evolutionary multi-objective optimization algorithms for fuzzy portfolio selection
2016
Graphical abstractDisplay Omitted HighlightsWe consider a constrained three-objective optimization portfolio selection problem.We solve the problem by means of evolutionary multi-objective optimization.New mutation, crossover and reparation operators are designed for this problem.They are tested in several algorithms for a data set from the Spanish stock market.Results for two performance metrics reveal the effectiveness of the new operators. In this paper, we consider a recently proposed model for portfolio selection, called Mean-Downside Risk-Skewness (MDRS) model. This modelling approach takes into account both the multidimensional nature of the portfolio selection problem and the requir…
Portfolio optimization using a credibility mean-absolute semi-deviation model
2015
We present a cardinality constrained credibility mean-absolute semi-deviation model.We prove relationships for possibility and credibility moments for LR-fuzzy variables.The return on a given portfolio is modeled by means of LR-type fuzzy variables.We solve the portfolio selection problem using an evolutionary procedure with a DSS.We select best portfolio from Pareto-front with a ranking strategy based on Fuzzy VaR. We introduce a cardinality constrained multi-objective optimization problem for generating efficient portfolios within a fuzzy mean-absolute deviation framework. We assume that the return on a given portfolio is modeled by means of LR-type fuzzy variables, whose credibility dist…
Elastoplastic analysis by active macro-zones with linear kinematic hardening and von Mises materials.
2014
In this paper a strategy to perform elastoplastic analysis with linear kinematic hardening for von Mises materials under plane strain conditions is shown. The proposed approach works with the Symmetric Galerkin Boundary Element Method applied to multidomain problems using a mixed variables approach, to obtain a more stringent solution. The elastoplastic analysis is carried out as the response to the loads and the plastic strains, the latter evaluated through the self-equilibrium stress matrix. This matrix is used both, in the predictor phase, for trial stress evaluation and, in the corrector phase, for solving a nonlinear global system which provides the elastoplastic solution of the active…