Search results for "STRATEGY"
showing 10 items of 2256 documents
Consumers' brand heritage experience: between acceptance and resistance
2020
International audience; The literature dedicated to heritage experience and brand heritage defends the idea that it is a source of significant value creation for consumers and brands. By contrast, the aim of this article is to propose a more complete view of the consequences of the heritage strategy for brands and consumers by exploring how consumers perceive a brand heritage experience and by identifying potential resistances that may emerge during their visits. In consequence, this research examines the features of a brand heritage experience through extended case studies in two brand museums with narratives of 47 visitors. By unpacking a brand heritage experience, the study highlights it…
The use of Web analytics for digital marketing performance measurement
2015
This study proposes that the benefits gained from marketing performance measurement are determined by how an organization exploits the metrics system under specific circumstances. For this purpose, the authors review performance measurement literature and apply it to the use of Web analytics, which offers companies a metrics system to measure digital marketing performance. By performing an in-depth investigation of the use of Web analytics in industrial companies, the study shows that an organization's efforts to use marketing metrics systems and the resulting outcomes cannot be understood without considering the reasoning behind the chosen metrics, the processing of metrics data, and the o…
Orientations and Capabilities of Born Global Firms from Emerging Markets
2018
Purpose The purpose of this paper is to examine the impact of entrepreneurial orientation and networking capabilities of born global firms in an emerging market on marketing strategy and foreign market performance. Design/methodology/approach Structural equation modeling was used to analyze data from 1,001 internationalized firms in an emerging market and to test seven hypotheses regarding the development of marketing strategy and foreign market performance. Findings Marketing strategy was found to mediate the relationship between entrepreneurial orientation and networking capability and foreign market performance, while foreign market performance is affected by entrepreneurial orientation…
CONSTRUCCIÓN DEL IMAGINARIO SOCIAL DE LAS TERAPIAS ALTERNATIVAS A TRAVÉS DEL DISCURSO EN REDES SOCIALES: CASO DE ESTUDIO DEL CANAL “TERAPIAS AL…
2019
Resumen: El objetivo de esta investigación es analizar cómo se construye el imaginario social de las terapias naturales, complementarias y alternativas a través de su discurso en redes sociales. Para ello, se ha escogido el canal temático “Terapias alternativas y remedios naturales” de la plataforma YouTube. Se ha realizado un análisis de contenido de dicho canal y se han examinado las sinergias con la página de Facebook, y el sitio web que se vinculan al mismo, con la finalidad de determinar si, además de contribuir en la difusión de estas terapias, existe una intencionalidad distinta. El periodo de análisis del canal temático ha sido de un año: desde julio de 2017 a julio de 2…
Corporate social performance as antecedent of consumer's brand perception
2011
The purpose of this article is to develop a model that closely examines the consequences of social and environmental corporate action. This is suggested by an increasing need for accomplishing an integrative view on business activities and social aims – the so-called corporate social responsibility – especially in the current environmentally turbulent time and a rising socially conscious consumer population. But doing business is often associated with brand- or corporate misconduct as well. Hence, corporate social responsibility forms the positive component of corporate social performance (CSP), consequently a favorable brand- or company behavior. Corresponding, corporate social irresponsib…
Challenges in joint place branding in rural regions
2013
The purpose of this article is to explore joint place branding in rural regions, focusing on cooperation between the various stakeholders involved and on the salient features of rural regions that are used in the place branding process. Branding is conceptualized as a social process where brand value is co-created by the stakeholders. Place branding is seen as a participative process, bringing stakeholders together with the aim to strengthen the identity of the place. The fundamental question is how to build long-term commitment in a group of key stakeholders. Many sources discuss place branding for large cities, but rural regions have received little attention. The process of place brandin…
Effects of value and innovation on brand equity in retailing
2019
This paper analyses retailer brand equity on the basis of two variables that are particularly relevant in marketing: the perception of value, because of its renewed interest for retailing, and retail innovativeness, because it is a recent line of research with interesting challenges. Considering Holbrook's (Consumer value: a framework for analysis and research. London: Routledge, 1999) value dimensions of efficiency, excellence, entertainment and aesthetics, this study investigates the relationship between those values and brand equity as well as the moderator effect of innovation. The study was conducted on a sample of 820 individuals who purchased from various stores selling food, househo…
Managing risks in organizational purchasing through adaptation of buying centre structure and the buying process
2008
Abstract Although risk issues have extensively been explored, studies on risk perceptions and risk management from a buying centre perspective are surprisingly few. In this qualitative study, purchase-related risk management by adapting buying centre structures and buying processes was examined through semi-structured interviews among 15 business organizations. The findings suggest that although organizations perceive risks in highly similar ways, notable industry-specific differences exist in how risks are tolerated and managed. In the case of heightened perceived risk, high-tech companies were found to rely more on informality and decentralization of decision-making in risk management, wh…
The origin of failure: A multidisciplinary appraisal of the hubris hypothesis and proposed research agenda
2014
The hubris hypothesis complements the extant debate on how people make judgments and decisions in organizations. Drawing on the origin of hubris in Greek mythology, the psychological approach, and finance studies, this paper portrays an informed picture of the current status of managerial hubris literature that develops a more advanced understanding of what is known about hubris. We present a conceptual map that provides a comprehensive appreciation of hubris antecedents-symptoms-strategic choices-feedback performance main cause effect relationships. Our proposed conceptual map draws on the idea that managerial hubris is one of the determinants of CEO judgments, strategic choices, and organ…
Accrual financial reporting in the public sector: is it a reality?
2014
Although modernization of governmental accounting has led to the implementation of accrual financial reporting, budgets in most continental european countries, including spain, continue to be based on cash or modified cash methods. Consequently, cash-based and accrual- based financial information coexist. this may create problems for the full implementation of accrual financial statements. this paper analyzes the differences in practice between the results disclosed in financial and budgetary statements under both bases of accounting in order to identify to what extent accrual accounting has been implemented and to verify whether budgetary and accrual- based financial figures are significan…