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Said, David. "Defining the green consumer : a legitimisation of the process of marketing products with lower environmental impacts /." View thesis, 1996. http://library.uws.edu.au/adt-NUWS/public/adt-NUWS20030711.100246/index.html.
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Alipour, Alireza, and Mehdi Rahimpour. "Sustainability Barriers in SMEs : A study of strength of sustainability barriers and practical solutions in Green product lifecycle at SMEs." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-50426.
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Background: Small and medium-sized firms (SMEs) have their impact on the environment besides their benefits. While a business grows, naturally destroying impacts are also growing. SMEs have a variety of barriers to be green and sustainable. There are some simple and non-complicated actions that firms can take, to reduce their destructive impacts on the environment. This study analyses the existing barriers and focuses on small and medium sizes firms (SMEs) around Jonkoping. Besides, this study includes interviews with successful and sustainable companies and reflects their solutions to overcome those barriers in a different step of the green product lifecycle. Purpose: This is a practical study of how sustainability process in SMEs can drive product lifecycle greener. The purpose of this thesis is to study the existing practical and simple solutions for different environmental sustainability barriers in SMEs which located in Jonkoping region. Also, it goals to reveal solutions which applies by sustainable businesses to overcome to the sustainability barriers. Method: To fulfil the purpose of the thesis, an experimental research design was applied, and the data was provided from in-depth, semi-structured interviews. Ten interviews were conducted with successful businesses in sustainability practice in the Jonkoping region. The data analysis for this study was created by an inductive approach. Conclusion: This study has revealed that the successful green businesses categorizing their barriers into general, segmental, and individual groups. After that, by evaluating the strength of obstacles in different steps of GPL and considering their available resources they plan to apply proper solution. The other main finding in this thesis was a practical framework according to what have been done in our research.
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Grebmer, Carmen [Verfasser], and Sarah [Akademischer Betreuer] Diefenbach. "The challenge of green marketing communication : consumer response to communication channel in environmental friendliness perceptions and product evaluation / Carmen Grebmer ; Betreuer: Sarah Diefenbach." München : Universitätsbibliothek der Ludwig-Maximilians-Universität, 2020. http://d-nb.info/120687824X/34.
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Kritzinger, Brian. "An analysis of the residential user electricity market and the marketing of green electricity product solutions in the City of Cape Town." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/927.
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Thesis (MBA (Business Management)) -- University of Stellenbosch, 2009.AFRIKAANSE OPSOMMING: Hierdie navorsingstudie het ’n telefoniese vraelys behels wat aan die einde van 2007 deur 405 respondente voltooi is. Die doel van die vraelys was om die opinies van ’n verteenwoordigende steekproef Kaapstadse residensiële elektrisiteitsverbruikers te bepaal ten opsigte van kwessies wat verband hou met die opwekking, verkoop en gebruik van hernubare of groen elektrisiteit. Dit is gedoen ten einde ’n ingeligte formulering te kan doen van toepaslike groen elektrisiteitsprodukte vir verkoop aan die residensiële elektrisiteitsmark. Response is op Likert-skale aangedui en is geanaliseer deur middel van nie-parametriese statistiese metodologie. Daar is bevind dat ’n groot proporsie (90.6 persent) van die Kaapstadse verbruikers bewus is van en besorg is oor die huidige klimaats- en omgewingsuitdagings en dat ’n soortgelyke proporsie (86.9 persent) bekommerd is oor die gevaar van aardse verwarming. Daar is ook bevind dat 85.0 persent van respondente gebruik maak van energiebesparende gloeilampies. Daar kon egter geen beduidende verwantskappe gevind word tussen die algemeen-aanvaarbare groener tegnologieë en die verbruikers se bereidheid om meer te betaal vir groen elektrisiteit nie. Daar is bevind dat 61.7 persent van die respondente bereid sou wees om tot 15.4 persent as ’n premie te betaal ten einde groen elektrisiteit te koop. Daar is verder bevind dat van die drie voorgestelde aankoopmetodes, groen notas (green tags) of groen kwitansies vir voorafbetaalde elektrisiteit die mees praktiese is en waarskynlik die mees algemeen aanvaar sal word. Verbruikers verkies om elke keer wat hulle elektrisiteit koop die keuse te kan uitoefen tussen groen elektrisiteit en konvensionele krag en dan is die voorafbetaalde manier van koop die mees geskikte opsie om die aankoop van groen elektrisiteit te bestuur. ENGLISH ABSTRACT: This study comprised of a telephonic questionnaire conducted in late 2007 with 405 respondents. The aim of the questionnaire was to derive the opinions of a representative sample of Cape Town’s residential electricity consumers on matters relating to the generation, sale and use of renewable or green electricity. This was done in order to inform the formulation of appropriate green electricity products for sale into the residential electricity market. Responses were noted on Likert scales and were analysed using nonparametric statistical methodology. It was found that a high proportion (90.6 per cent) of the Capetonian consumers were concerned about the environment and a similarly highly number (86.9 per cent) are concerned about the environmental challenges that are currently faced as a result of global warming. It was found that 85.0 per cent of households in the respondent population currently make use of energy-saving light bulbs. However no significant links could be found between the use of generally-accepted greener technologies and the consumers’ willingness to pay more for green electricity. It was found that 61.7 per cent of the respondents were willing to spend an average of 15.4 per cent more as a premium in order to buy green electricity. It was further found that of the three purchasing methods suggested that green tags, or green receipts for pre-paid electricity were the most practical and the most likely to be widely accepted. Consumers preferred the option of choosing at every purchase whether they opt for green electricity or conventional power and this would be most easily managed via a pre-paid receipt system.
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De, Klerk Edwin Cavin. "Why does the strategic positioning of Econo-Heat's wall-panel heater justify a green marketing strategy." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/21376.
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Thesis (MBA)--Stellenbosch University, 2011.This case study explores why the strategic positioning of the wall-panel heater, manufactured by Econo-Heat, justifies a green marketing strategy. The primary research objective is to provide Econo-Heat with a coherent marketing strategy framework, based on the outcome of the strategic analysis of the competitive positioning of the wall-panel heater. The following factors form the context of the study: the impact companies have on the environment, the energy crisis and the rising “green economy” in South Africa, and the increased consumer awareness about lifestyle consequences for the environment. The wall-panel heater uses convection-heating technology to warm rooms and has unique selling properties, such as being energy efficient, economical, effective and safe. Other space-heating products found in South Africa do not encapsulate all these qualities in one product. A strategic analysis done of the company revealed that the current competitive positioning of the wall-panel heater is a best-cost strategy. However, based on a literature review, the strategic analysis of the company and an exploration of the small household appliance consumer profile, the study found that the current competitive positioning of the wall-panel heater could be augmented. The combination of factors revealed by this study could be interpreted as push-factors towards the implementation of an applicable green marketing strategy that could support the re-positioning of the wall-panel heater to a broad-differentiated competitive positioning. These factors are the unique selling properties of the wall-panel heater, the lean manufacturing principles of the company, the rising green economy in the country, the energy crisis and the slow recovery from the global financial crisis in South Africa, as well as the unique characteristics of the environmentally-focused consumer. The view is held that green marketing can mitigate mass consumption. The case study suggests a future marketing strategy framework that consists of three combined elements. First, the argument is made that the unique selling properties of the wall-panel heater in combination with the unique operations of the company, against the backdrop of external factors that influence companies and consumers (i.e. the rising green economy and the energy crisis), could be utilised to discover new market space. The concept of “lateral marketing” is suggested as a framework should the company position itself to differentiate along the green dimension. Secondly, the “green marketing strategy matrix” is suggested as a framework to establish the size and greenness of its consumer segment, as well as the ability to differentiate along the green dimension. Lastly, the suggestion is made that the marketing objective of the company (its greenness) can be measured through the application of a “green marketing grid” that leads to innovation and the challenging of consumer behaviour. The combination of these elements is thought to form a coherent green marketing framework that could in future place the product at a strategic and competitive advantage within the space-heating industry.
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Castle, Ashley Deal. "Strategies for Implementing Advertisements in the Green Industry." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/4430.
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After a growth in sales of 30% from 2007 to 2010, green product market sales declined 2% from 2010 to 2014 in the United States. Business leaders need to incorporate sustainable business practices and use green messaging within advertisements and marketing campaigns to assure that present needs do not compromise the ability of future generations to meet their needs. This qualitative case study explored marketing strategies that business leaders in the green advertising industry use to increase the sale of green products. The social cognitive theory was the conceptual framework used in this study. In-depth interviews with 5 purposively selected business leaders with experience in advertising green products were supplemented with a review of documentation. Yin's 5-step analysis guided the coding process of participants' responses, and member checking was used to validate the transcribed data. The major themes of the study revealed strategies used in green advertising. The themes that emerged from the research include usage of social media, understanding behaviors of green consumers, and expectations of the emerging millennial generation. The implication for positive social change is the potential for increased environmental awareness that could positively affect the environment and improve effectiveness for companies that sell green products.
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Ham, Cornelis. "Green labelling : investigation into the marketing of FSC certified timber along the domestic timber value chain in South Africa." Thesis, Stellenbosch : Stellenbosch University, 2007. http://hdl.handle.net/10019.1/20835.
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Thesis (MBA)--Stellenbosch University, 2007.ENGLISH ABSTRACT: Green consumerism is on the increase, especially in developed countries. Green labels plays a key role in informing and assuring consumers about the environmental credibility of the products that they purchase. Within the global forestry industry green label certification schemes have also had a large impact. More than 80% of the 1.3 million hectares of plantations in South Africa are certified under the Forestry Stewardship Council (FSC) green label standard. A research survey was undertaken amongst growers, processors and retailers of timber products in South Africa to assess the current FSC domestic market situation. The survey indicated that although growers and processors support FSC certification, as a way of improving the quality of forestry in South Africa, they receive very limited market benefits for FSC certified products and do not market FSC products actively. Hardware retailers were found to be unaware of FSC certification. Reports from other developing countries indicate similar trends. This raises the question if it is worth marketing FSC products to domestic consumers? The marketing of FSC certified products might not yield direct financial gains but it can help to improve the image of forestry companies and the forestry industry in general. FSC certification can be used as a way of showing corporate social responsibility towards consumers and in raising the profile of the South African forestry industry. Based on the results from the research survey a number of recommendations can be made regarding the marketing of FSC as a green label certification system in South Africa. A marketing campaign for FSC certified timber products should ideally focus on the social benefits of buying high quality timber products. This marketing message should be targeted at individual and corporate consumers. Individual consumers could be educated about the benefits of buying green label products while corporate consumers could be encouraged to use and sell FSC certified products as part of their corporate social responsibility. The promotion of FSC certification could also be boosted if it can be included in activities related to the 2010 Soccer World Cup. The different role players in the domestic timber value chain can each playa role in marketing FSC certified products. These roles differ from creating a promotional push in the timber value chain by growers, processors and retailers to a promotional pull amongst consumers by the FSC, NGO's, certification bodies, industry representatives and government. A marketing campaign for FSC products should ideally be coordinated and driven by the South African FSC National Initiative
AFRIKAANSE OPSOMMING: Groen verbruikersdruk is aan die toeneem, veral in ontwikkelde lande. Groen etikette speel 'n sleutelrol in die verskaffing van inligting en 'n versekering aan verbruikers oor die omgewingsgeloofwaardigheid van die produkte wat hulle koop. Groen sertifiseringskemas het ook 'n groot impak op die globale bosbou-industrie gehad. Meer as 80% van die 1.3 miljoen hektaar plantasies in Suid Afrika is gesertifiseer volgens die "Forestry Stewardship Council" (FSC) groen etiket standaard. 'n Navorsingsopname is onderneem onder kwekers, verwerkers en kleinhandelaars van houtprodukte in Suid Afrika. Die doel was om die huidige binnelandse marksituasie van FSC gesertifiseerde houtprodukte te ontleed. Die opname het getoon dat, alhoewel kwekers en verwerkers FSC sertifisering ondersteun as 'n manier om bosbou se kwaliteit in Suid Afrika te verbeter, hulle baie min markvoordeel uit FSC gesertifiseerde produkte kry en dat hulle nie FSC produkte aktief bemark nie. Daar is bevind dat hardeware kleinhandelaars onbewus is van FSC sertifisering. Verslae vanaf ander ontwikkelende lande dui op soortgelyke tendense. Dit laat ontstaan die vraag of dit die moeite werd is om FSC produkte aan binnelandse verbruikers te bemark? Die bemarking van FSC gesertifiseerde produkte mag dalk nie direkte finansieHe voordele inhou nie, maar kan help om die beeld van bosboumaatskappye en die bosboubedryf in die algemeen te verbeter. FSC sertifisering kan gebruik word om korporatiewe sosiale verantwoordelikheid aan verbuikers te demonstreer en om die profiel van die Suid-Afrikaanse bosbou industrie te verbeter. 'n Aantal aanbevelings, gebaseer op die resultate van die navorsingsopname, kan gemaak word oor die bemarking van FSC as 'n groen etiket sertifiseringstelsel in Suid Afrika. 'n Bemarkingsveldtog vir FSC gesertifiseerde houtprodukte behoort te fokus op die sosiale voordele van die koop van hoe kwaliteit houtprodukte. Individuele en korporatiewe verbruikers behoort geteiken te word met die bemarkingsboodskap. Individuele verbruikers kan opgelei word in die voordele van die koop van groen etiket produkte, terwyl korporatiewe verbruikers aangemoedig kan word om FSC produkte te gebruik en te verkoop as deel van hulle korporatiewe sosiale verantwoordelikheid. Die promosie van FSC sertifisering kan ook aangehelp word deur dit in te sluit by aktiwiteite wat betrekking het op die 2010 Sokker Wereldbeker. Die verskillende rolspelers in die binnelandse hout waardeketting kan elk 'n rol speel in die bemarking van FSC gesertifiseerde produkte. Hierdie rolle kan wissel vanaf die skepping van 'n promosie stootkrag in die hout waardeketting deur kwekers, verwerkers en kleinhandelaars tot die skepping van 'n promosie trekkrag onder verbruikers deur die FSC, nie-regeringsorganisasies, industriele verteenwoordigers en die regering. 'n Bemarkinsgveldtog behoort deur die Suid-Afrikaanse FSC Nasionale Inisiatief gedryf en geko6rdineer te word
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Vervliet, Bruce Morton. "A model for green product purchasing behaviour." Thesis, Nelson Mandela University, 2016. http://hdl.handle.net/10948/13636.
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The global warming phenomenon and its environmental impacts have seen the emergence of the green consumer who has become more aware of their power of demand through their consumption choices as they express their own attitudes, values, thoughts, feelings and behaviours in this regard. Organisations have taken cognisance of these trends and taken steps to exploit the opportunity by developing goods and services aimed at meeting the demands of the new consumer. This, in spite of the fact that knowledge of the variables, specifically green consumer profiles, awareness, knowledge and trust in influencing purchasing behaviour remains incomplete. The purpose of this treatise was to determine a clearer understanding of the relevance of these variables to enable marketers to craft more effective marketing strategies, thereby unlocking the profit potential of the green consumer. A model for green product purchasing behaviour was proposed based on extant literature and an empirical evaluation. An empirical analysis was conducted on a sample of 597 consumers over the age of 18 within the Fast Moving Consumable Goods (FMCG) sector in South Africa. The main goal was to establish the relationships of the hypothesised model between the independent variables of green consumer profiles, green product trust, green product awareness and green product knowledge with the dependant variable green product purchase behaviour. There was a high prevalence of African and European female respondents in the 26 to 55 age group, living and working in the coastal areas of South Africa, predominantly Port Elizabeth, earning an income between 10 000 and 30 000 rand per month. The sample was consistent with the psychographic profile of the green consumer as described in the literature, which is characterised as a consumer that takes personal responsibility for environmental solutions, who believes they can make a contribution to solving environmental issues, incorporates green living into daily lives, considers environmental issues when making purchasing decisions, is knowledgeable of, deliberately seeks out and is prepared to pay a premium for environmentally friendly products. When analysing the relationships and the significances of the differences of the independent variables to the dependant variable in the hypothesised model, it was established that the independent variables green consumer profiles, green product awareness and green product trust were significantly related to the dependent variable. A MODEL FOR GREEN PRODUCT PURCHASING BEHAVIOUR green product purchase behaviour. This was in line with and supported the reviewed literature in this regard. It was also established that green product knowledge did not reflect any significant relationship to green product purchase behaviour. This finding did not correspond with the literature as significant relationships with green product knowledge and general environmental behaviour including green product purchase behaviours have been established therein. The findings further demonstrated that the independent variable green consumer profiles displayed the most significant relationship to green product purchase behaviour, followed by green product awareness and then green product trust. When considering the significance in the differences in strengths of these relationships it was noted that although green product awareness and trust may influence green product purchase behaviours it was a combination of psychographic variables reflecting a consumer’s general attitudes and beliefs towards the green agenda that displays the most significant relationship to green product purchase behaviour. Despite the fact that the study was limited to the South African FMCG sector, the profile of the green consumer in the literature was dated, the cause and effect relationships between the variables were not tested and the fact that the hypothesised model was limited to only four independent variables, the above findings may, from a marketing perspective, have practical application for marketing strategies aimed at increasing green product purchasing behaviour. The results imply that directing green marketing initiatives to consumers that are most inclined to purchase and consume green goods or services being those that fall within the biographical and psychographic parameters outlined in this treatise will result in the desired outcomes. Furthermore, marketers should also pursue initiatives that are known to support and increase the amount of green product trust that consumers have in green products, green communications and the organisation. Marketers can also benefit from well formulated green awareness campaigns as the success of these campaigns will yield greater green product awareness which could increase green product purchase behaviours and purchases of green products still further.
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Visconti, Kevin Michael. "Going Green Down Under: Environmental Communication and Green Product Marketing in the South Eastern Australian Wine Industry." Scholarly Repository, 2010. http://scholarlyrepository.miami.edu/oa_dissertations/490.
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The consumption of wine has served as an international communication expedient for thousands of years. From classical symposiums of ancient times to religious ceremonies practiced for centuries, wine has played a significant part in countless social gatherings across the ages and continents. Recent growth in international wine trade, however, has impacted an increasingly disrupted natural environment through amplified carbon output, overuse of synthetic chemicals, topsoil erosion, and water mismanagement. Vintners, or winemakers, have been tasked by the implementation of new legal standards, as well as the urging of ecologically aware prospective consumers, to instill a winemaking process that is green, or environmentally friendly, in order to demonstrate the employment of proactive measures for the long-term sustainability of an unstable Earth. As New World wine producers, Australia commands specific attention as many vineyards in this particular geographic area are actively advancing green wine production standards. Fueled by the emergent field of environmental communication, this dissertation investigates the sustainable practices being implemented by South Eastern Australian vintners during their winemaking process to offset environmental degradation and examines the new marketing discourse communicated via wine bottle labels to construct an environmentally friendly image. Ultimately, this research compares the green product marketing strategies between organic and non-organic wineries to determine the extent to which ecological messages are being promoted on wine bottle labels as a form of environmental communication.
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Ye, Tao. "Product and marketing strategy study in China." Thesis, Massachusetts Institute of Technology, 1996. http://hdl.handle.net/1721.1/10941.
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Zhang, Shiming. "Managing in conflict : how actors collaborate in marketing green chemistry." Thesis, University of Glasgow, 2016. http://theses.gla.ac.uk/7167/.
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The purpose of this research is to investigate business relationships, by drawing on conflict theories from organization studies and taking a mid-range research perspective to further develop these into industrial marketing research. IMP researchers have examined conflict as a threat to established business relationships and commercial exchanges, drawing on theories and concepts developed in organization studies. I adopt the behavioural approach from organisation studies, and contracts with particularly the socio-psychological approaches relating to the affective emotions of small groups. I find that there is much in common between the definitions of conflict developed by March (1999) and the theories of Jehn and Mannix (2001) on the combination of affective and cognitive ways of undertaking activities in conflicts, as conflict as experienced, emotional, aligned with material entities. These approaches have had a great influence but have not been fully considered in business-to-business research. This thesis aims to investigate how actors manage, and manage in, conflicts, and how their relationships dynamics work within networks. I develop conflict research by drawing on the IMP and Market Studies approaches, which address the pervasive conditions of business activity, encompassing the relationships and resources experienced by actors as events which trigger emotions. The overall research method chosen for this research is the case study. I identify five cases of relationships from the oil and gas industry’s service sector and examine conflict, its emotional dimensions and actors’ activities in conflicts within these cases in three empirical study chapters. Study 1 examines conflict of interest and resources and conflict as experienced by actors. Study 2 examines conflict from the emotional perspective by investigating a series of events and event-triggered emotions across the five cases of relationships. Study 3 focuses on adaptive activities undertaken in conditions of pervasive conflict, which produce incremental innovation. I propose an explanation of how actors manage, and manage in, conflict given that they tend to value and maintain relationships beyond individual episodes of exchange. Conflicts are investigated in relationships from a network perspective, showing that actors experienced these while adapting to changes in their business setting (regulation, technology or/and cost), modifying their roles in that network. By identifying conflict with the organizing forms of relationships and networks, the research shows how actors handle conflict by pursuing and combining a number of strategies, distributing the conflict across an enlarged network. By investigating the emotional dimension of conflicts, I find that affective emotion effects relationships and relationship dynamics. Actors transform and resource emotions with material entities, and in this process markets are shaped. Adaptations are part of the normal activities; actors, driven by medium term Chemical Management Service (CMS) contracts and cost pressures, undertake incremental innovation. An incremental innovation model is designed to illustrate the process of incremental innovation that operates for the ‘green chemical’ industry, and guides actors to contain costs through managing portfolios and resources, forecasting and innovation agenda, and reducing uncertainties in networks.
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Humbatova, Maya. "Green Marketing - a Case for Electric Vehicles." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-194199.
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Afterwards the last 'Great Depression' of the years 2008-2009, and the deepening of the Euro-zone crisis more and more ideas evolve around the limited capacities of our development. Sustainable development as an approach to social, economic, and institutional realities is flourishing amongst the scholars. The master thesis investigates the paradigm called Green Marketing with its possibilities as well as the criticism, green consumer market, green segmentation, and green marketing strategies. In order to further elaborate on the application of Green Marketing theories, this research paper will focus on the automotive industry. Mobility as it is nowadays, presents an objective to reduce the CO2 emissions, and is already regulated by policies in tact. Electric vehicle as a green product of a very advanced technology needs a creative approach to marketing. The subsequent part of this paper will introduce the specificity of the Tesla Motors electric vehicle and how it influences consumer needs, wants, and perceptions by citing exciting findings within this field. It investigates how can electric vehicle compete with conventional mobility culture to successfully enter new markets.
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Toivonen, U. (Uuri). "Product portfolio management in the context of large software systems." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201803071322.
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Currently, most companies have extensive product portfolios and this is causing challenges for the senior management to manage the entirety of products. Products of a company are a key factor in company success or failure, and steering decisions related the products is one of the key responsibilities of senior management. Due to the scarce resources of senior management, a process for managing product related decisions, such as investment decisions, is required to enable strategic approach to product portfolio. Especially Software companies are struggling with challenges in managing the large set of products. Product Portfolio Management is a strategic, goal oriented process that focuses on increasing strategic fit of chosen product projects, balance of the product portfolio as well as maximizing value of the products. Product Portfolio Management is constantly ongoing cross-departmental process that is present throughout all the life cycle phases of the product portfolios. Approach in this research is constructive, literature review is conducted, and following that, current state of the case company is analyzed, and construct is created based on these. The results of this research are review of optimal product portfolio management process, current state analysis of the case company software product portfolio management and construction of software-product portfolio management over the lifecycle. To be able to efficiently manage the products and outline manageable entities, a new construction of clearly defined sub-product families is presented. The construction is to be deployed in the case company in two paths; two-step process for reshaping the product structure from high to lower level and concurrently applying the coherent life-cycle model. Cross-departmental product portfolio management organization consisting of senior managers, is responsible for deploying this new two-dimensional product portfolio management structureTänä päivänä useimmilla yrityksillä on suuri määrä tuotteita, mikä aiheuttaa yritysten johdolle haasteita tuotteiden muodostaman kokonaisuuden hallinnassa. Yrityksen tuotteet ovat yksi avaintekijöistä, mitkä johtavat yrityksen menestykseen tai epäonnistumiseen markkinoilla. Siten tuotteisiin liittyvien päätösten tekeminen on yksi ylimmän johdon päätehtävistä. Ylimmän johdon hyvin rajallisen ajan vuoksi on välttämätöntä luoda prosessi, jonka avulla tuotteisiin liittyviä päätöksiä, kuten investointipäätöksiä voidaan tehdä tehokkaasti ja siten, että koko tuoteportfolio on strategisesti johdettu. Erityisesti ohjelmistoyrityksissä on suuria haasteita laajojen tuoteportfolioiden hallinnassa. Tuoteportfolionhallinta on strateginen, tavoitekeskeinen prosessi, joka keskittyy parantamaan valittujen tuotteiden sopivuutta strategiaan, tuoteportfolion tasapainoa sekä maksimoimaan tuotteiden tuottamaa arvoa. Tuoteportfolionhallinta on jatkuva yrityksen eri toiminnot läpileikkaava prosessi, joka toimi aktiivisesti kaikissa tuoteportfolioiden elinkaaren vaiheissa. Tutkimuksessa on konstruktiivinen tutkimusote. Tutkimusprosessin aluksi suoritetaan kirjallisuuskatsaus, jonka jälkeen tehdään nykytilan analyysi ja niiden perusteella rakennetaan kohdeyrityksen liiketoimintayksikölle ehdotus toimintamallin muutoksesta. Tämä ehdotus on tutkimuksen konstruktio. Tutkimuksen tuloksena on optimaalinen tuoteportfolionhallinnan prosessin kuvaus, kohdeyrityksen nykytilan analyysi ohjelmistotuotteiden osalta sekä konstruktio ohjelmistotuotteiden hallintaan elinkaaren yli. Jotta voitaisiin saavuttaa tehokkaasti hallittavissa oleva tuoteportfolio-kokonaisuus ja selkeästi määritellyt hallittavat tuotekokonaisuudet, oli ensin tarpeellista määrittää aiempaa selkeämmin alituoteportfolioiden koostumukset. Konstruktio pannaan toimeen kohdeyrityksessä kahden samanaikaisen muutosprosessin avulla; kaksivaiheinen prosessi jossa vertikaalinen tuoterakenne järjestellään uudelleen ylhäältä lähtien, sekä toinen prosessi, jossa samanaikaisesti rakennetaan yhdenmukainen elinkaarimalli tuoteportfolioon. Yrityksen toiminnot leikkaava tuoteportfolionhallinnan organisaatio, joka koostuu ylimmästä johdosta, on vastuussa molemmista prosesseista ja niiden implementoinnista yrityksen toimintoihin
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Binti, Zakaria Noor Aini. "Trade Barriers in Forest Industry between Malaysia and Europe." Phd thesis, AgroParisTech, 2011. http://pastel.archives-ouvertes.fr/pastel-00750922.
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This study analyses the international timber trade between Malaysia and Europe with respect to the importance of environmental issues on trade and the role of Malaysia as a major timber exporter to Europe. It also evaluates the comparative advantage of Malaysian wood products and the willingness of French consumers (to represent European communities) to pay for sustainable forest management. The first part gives an overview the clashes of perception between developed and developing countries on the environmental concerns over trade. It was observed that environmental standards may act as non-tariff barriers to exporting countries. In addition, the stringent requirements posed by importing countries on technical, marking and labelling to some extent provide unnecessary barriers to trade. The second part deals with the role of Malaysia as a key player in the tropical timber trade. This part evaluates the main export market for Malaysian wood products to the world. For the purpose of this thesis, the analysis focuses on the European market. From the observations, it was found that the export of wooden furniture surpassed major timber exports in 2004. However, to penetrate the European market, Malaysia has to compete with the Chinese with their lower cost tropical wood products, and Brazil with their advantage in certification and labelling of tropical wood products. In tandem with that, the commitment towards sustainable forest management at national level causes shortage of raw materials in Malaysia. To a certain extent, the internal and external factors create necessary challenges to enter the European market. In the third part, the Balassa approach was used to classify the comparative advantage of Malaysia's twenty one types of wood products in Europe. It was estimated that Malaysia had high comparative advantage only in five products which were mechanized and intermediary industrial products. The products identified were sawn wood, wooden mouldings, plywood, veneer and builders' joinery and carpentry. The remaining products had lower comparative advantage and disadvantage to export to the European market based on the Balassa index. In the last part, the estimation on the willingness to pay for sustainable forest management attributes was conducted. Besides that, additional attributes such as fair trade and wood origin were included. A questionnaire was set up using all the attributes reflected in the hypothetical wood flooring product in the market. Based on the result, consumers were willing to pay the highest for the presence of fair trade and wood origin (in this study referring to French origin); nevertheless they were still willing to pay for sustainable aspects of forest. However, the willingness to pay for all the attributes was altered depending on the respondents' knowledge of forest labelling, their attitudes towards environmental preservation, living area, education level, type of job and income level. In the overall finding of the thesis, all the results from each part were synthesized in a systemic approach simultaneously deliberating on the macro and microeconomic perspectives as well as the dimensions on demand and supply. Overall, the findings suggest that the challenges and constraints facing the Malaysian timber industry indirectly shaped the export of Malaysian wooden products. Malaysia has adapted by going into value-added products to lessen the impact of environment-related trade barriers and to circumvent the shortage of raw materials supply. Malaysia has successfully customized the wooden products to the sustainability and legality requirements of the European market by pursuing the national certification (Malaysian Timber Certification) and being committed to sustainable forest management objectives.
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Shah, Swati S. M. Massachusetts Institute of Technology. "Product marketing in the era of Internet of Things." Thesis, Massachusetts Institute of Technology, 2018. http://hdl.handle.net/1721.1/118521.
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Thesis: S.M. in Engineering and Management, Massachusetts Institute of Technology, System Design and Management Program, 2018.Cataloged from PDF version of thesis.
Includes bibliographical references (pages 67-68).
The Internet of Things (IoT) provides interconnectivity of physical devices with the Internet, allowing it to be remotely controlled by the users. Devices are now able to generate their own content about the usage and operations, providing deeper insights by revealing the hidden patterns. IoT is affecting virtually all industries and has a tremendous impact on the way we do business, specifically where marketing is concerned. Traditional ways of marketing were revolutionized by Digital Marketing around a decade ago. Now is the time when IoT is going to disrupt the marketing space by providing the access to information regarding how, where, and why the products are being purchased and used. Marketers would now be able to make data driven strategic decisions to refine their product in order to reduce friction in customer experience. loT opens up a wide landscape of opportunity for brands to incorporate and respond to customer's need on the real-time basis and target the customers with right message, at the right time at a right place. Thesis report would provide an overview of the current state of the loT industry, its technology stack and how a company can make use of the IoT in marketing. The thesis also shed light on different monetization models and pricing models along with the important considerations for designing a strategy for product development and launch. Application of IoT in different industry is highlighted along with example to show how companies have adopted the newer ways to interact with customers.
by Swati Shah.
S.M. in Engineering and Management
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Frias, Kellilynn M. "Three Essays on Product Form Choice." Diss., The University of Arizona, 2011. http://hdl.handle.net/10150/222612.
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Innovators and high-technology entrepreneurs have three principal options for transforming their innovations into viable business models and deriving value from their innovations. They may: market intellectual know-how (via licensing and/or proof-of-concept), market intermediate products (i.e., sell components/sub-systems), or market end-products (i.e., sell complete systems/solutions). In this dissertation, I aim to contribute to the organizational design and marketing strategy literature with three separate essays that study these fundamental strategy alternatives, which are called "product form choice". In the first essay, I explore product form choices in the context of early-stage and established firms engaged in new product development projects, and generate a theoretical framework that shows (a) how technology, market, and enterprise-resource related factors systematically impact this choice, and (b) how the enterprise coordinates with other actors in its "eco-system" to design, produce, and market effective products/solutions based on the core innovation. The other two essays use two different methodologies and contexts to systematically test some key refutable predictions from the framework developed in Essay 1. In particular, in the second essay, I use simulated experimental scenarios and ordered-choice models to investigate explore product form choices in the context of early-stage ventures seeking angel investor funding to examine the effect of technology, marketing, and firm-level factors on product form decisions. In the third essay, I use primary survey data obtained from executives from firms selling industrial equipment in four industry sectors to study how coordination and safeguarding motives, in conjunction with a firm's unique set of product development resources impact their product form decision.
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Mitchell, Lorianne D., and Dana Harrison. "The Evolution of Ford Motor Company’s Green Marketing Strategy." Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/etsu-works/8332.
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Karlsson, Annika. "Grön marknadsföring i detaljhandeln." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-6109.
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The purpose with this research is to examine how the green marketing in retail trade can be developed in order to promote the eco-labeled products closer to the consumer. The method for the survey includes interviews with managers of a few retailers and their customers in the industrial sector. The purpose with the interviews was to produce the retailer and the customer’s perspective of products with eco-label on. The research is limited to the region of Västra Götaland. The results from this research indicate that there is a lack of communication between the retailer and the consumer. The consumers don’t think that the product is available. And the retailer thinks that there is not any demand of the product. Further the examination presents that the eco-labeled products is about 30% more expensive than a conventional product, which mean that it does not generate much profit to the retailer.
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Gephart, Jessica A. "An analysis of green advertising for food and household cleaning products from 1960-2008." Miami University Honors Theses / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1303478521.
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Chung, Hwan. "Essays on store brand management the case of vertically differentiated product categories /." Related electronic resource: Current Research at SU : database of SU dissertations, recent titles available full text, 2008. http://wwwlib.umi.com/cr/syr/main.
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Chan, Kit Weng. "Adaptive product strategy of China marketing for Macau clothing enterprise." Thesis, University of Macau, 2001. http://umaclib3.umac.mo/record=b1636689.
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Mitchell, Lorianne D., and Wesley D. Ramey. "Look How Green I Am! An Individual-Level Explanation for Greenwashing." Digital Commons @ East Tennessee State University, 2011. https://dc.etsu.edu/etsu-works/8305.
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Greenwashing occurs when organizations misrepresent themselves as engaging in earth-friendly behaviors. In this paper, the authors explain greenwashing and discuss its implications for the consumer and the organization. Moreover, using the existing theoretical framework of competitive altruism theory (Barclay, 2004; Hardy & Van Vugt, 2006), the authors explain the consumer’s role in the increasing corporate displays of greenwashing.
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Theuma, Nadia. "Identifying the cultural tourism product in Malta : marketing and management issues." Thesis, University of Strathclyde, 2002. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21193.
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The Maltese Islands, traditionally renowned for their mild Mediterranean climate and sea, are a mass tourist destination. Recent tourism policy has increasingly aimed at promoting the extensive historical and cultural heritage of the islands as a market diversification tool; resulting in the development of cultural tourism. Literature on cultural tourism focused on its relationships to cultural tourists and the local community, and on its marketing and management. A macroscopic study on cultural tourism was conducted using a Grounded Theory approach which looked at the understanding and interactions of a number of stakeholders (MTA, tour-operators, cultural providers and the local community) as they promoted the local cultural tourism product through marketing and management practices. The research findings showed that the Maltese cultural product on offer needed consistent renewal as there was a lack of consensus amongst stakeholders, on what should be promoted as culture a nd consequently what were cultural tourism and the cultural product. These perspectives often resulted in stereotypical Mediterranean imagery which detracted from proactive marketing campaigns. Furthermore, the study showed that the institutional organisation of culture was fragmented, with limited collaboration amongst stakeholders, which effectively hindered a comprehensive management of cultural tourism. The study called for a comprehensive definition of Maltese culture, widely endorsed by stakeholders, reflected in an extensively diversified cultural tourism product that would introduce elements such as gastronomy and crafts to complement the already established heritage and festivals. Moreover, the fact that many aspects of the cultural product were closely identifiable with localities suggested that the eventual success of its marketing and management depended to a large extent, on getting local communities more involved and/or to claim ownership. Finally, there was a need for 'cultural intermediaries', intent on promoting a cultural product via a quality service with a solid education in cultural-related matters.
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Mitchell, Lorianne D., and Dana Harrison. "Greenwashing to Green Innovation in Automotives and Beyond." Digital Commons @ East Tennessee State University, 2012. http://ssrn.com/abstract=2409951.
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Recent industry reports evidence a marked increase in consumer interest in purchasing green automobiles (Hybrid Cars, 2011). With the introduction of the Escape Hybrid vehicle in 2004, Ford Motor Company made an indelible mark on the automobile industry as the first American automaker to produce a hybrid sport utility vehicle. In this paper, we examine how Ford emerged from a cloud of greenwashing allegations to become celebrated for its green practices.
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Aguirre, Plasencia Gessica. "The Green Marketing Mix and its influence on organic (green) food consumption : A study from the food retailer perspective." Thesis, Mittuniversitetet, Institutionen för ekonomi, geografi, juridik och turism, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-37670.
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This thesis seeks to address the topic of how the leading Swedish food retailers applied the 4 Ps of the green marketing mix (product, price, promotion, place) when offering organic food. Firstly, the food retailers segment all the consumers in different categories, but the green consumer is not one of them. Subsequently, they target the whole market with varying strategies for positioning. For short-term positioning works the announcements of discounts in the shops. Launching promotional campaigns online and advertising on TV has given favourable outcomes of long-term and allowed the recognition of the people of the green food brand.However, there is a lack of effective use of the elements of green marketing, especially in green product and the green promotion. Regarding green price, they strive to reduce overprices to attract more consumers. About the green place, all have a lot to improve. In sum, the strategies of green marketing mix of supermarkets could be slowing down the organic food consumption.
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Jacobs, Mark A. "Product complexity theoretical relationships to demand and supply chain costs /." Diss., Connect to online resource - MSU authorized users, 2008.
Find full textAbstract:
Thesis (Ph.D.)--Michigan State University. Dept. of Operations and Sourcing Management, 2008.Title from PDF t.p. (viewed on July 7, 2009) Includes bibliographical references (p. 167-180). Also issued in print.
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Alvarez, Luisa F. "Hispanic consumers' perspectives of green hotels." Honors in the Major Thesis, University of Central Florida, 2009. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/1230.
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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information.Bachelors
Rosen College of Hospitality Management
Hospitality Management
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Thomas-Ogboja, Olayinka. "Using eCommerce to Improve Product Marketing and Profitability in Nigeria." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5137.
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Small and medium enterprises in Nigeria rarely use eCommerce, which has led to lagging market shares and profitability compared to firms in other countries that use eCommerce. Approximately 90% of boutique fashion businesses shut down their businesses due to the inability to operate outside their business location. The social exchange theory was used in this multiple case study to explore how some small business owners in the boutique fashion industry use eCommerce to improve product marketing and profitability in Nigeria. The target population for this study was 5 fashion boutique owners based in Lagos State, Nigeria with a significant record of profitability by using eCommerce in product marketing. The data collection was through semistructured face-to-face interviews with 5 business leaders; each from different fashion boutiques in Lagos. Data collected was first coded to maintain confidentiality of participants, the digital recordings was transcribed into a Microsoft word document, and Nvivo 10 software was used to analyze and generate emerging themes. The data analysis was supported by methodological triangulation and member checking to enhance the credibility and trustworthiness of the interpretations. Two of the themes that emerged from the study were generating sales to improve profitability and strategic store locations. Use of eCommerce may contribute to social change through an increase in successful startups, increased employment, and the positive impact such companies have in the societies and communities they operate. Leveraging eCommerce may enable small- and medium-sized enterprise leaders to operate sustainable businesses.
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Beinö, Olivia, and Linnéa Alexanderson. "Impact of Green Marketing on Consumer Behaviour : A case study on the Furniture Industry." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49031.
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Abstract Background The furniture industry is depending on natural resources, which are threatened by both consumption and climate change. Therefore, companies need to understand their responsibility for sustainable development and preserving the resources to operate in the future. Moreover, the consumption behaviour within the furniture industry has changed drastically over the last decade. For this reason, companies could utilize ‘Green Marketing’ as a marketing tool to promote and provide consumers with the environmental benefits of products and services. However, companies need to be careful since they are at risk of being accused of greenwashing and lose consumer trust. Purpose To examine how furniture companies in Sweden are using green marketing to make an impact on consumer behaviour. The research seeks to create a deeper understanding of how furniture companies are attempting to influence consumers towards a sustainable behaviour. Method A qualitative approach was implemented by conducting five semi-structured interviews with marketing managers at furniture companies in Sweden. Conclusion The authors have found that furniture companies aim to influence consumers towards making more sustainable choices. Furthermore, the respondents aimed to do this by applying sustainable marketing practices with an environmental focus. However, considering the theory of green marketing provided in this study, it is possible to confirm that the companies’ sustainable marketing practices cannot be defined as green marketing.
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Pescher, Christian [Verfasser], and Martin [Akademischer Betreuer] Spann. "Social Networks in New Product Forecasts and Marketing / Christian Pescher. Betreuer: Martin Spann." Passau : Universitätsbibliothek der Universität Passau, 2011. http://d-nb.info/1014884594/34.
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Isenhour, Linda C. "Marketing strategy in the service industry : a product life cycle case study." Thesis, Massachusetts Institute of Technology, 1986. http://hdl.handle.net/1721.1/14996.
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Thesis (M.S.)--Massachusetts Institute of Technology, Sloan School of Management, 1986.MICROFICHE COPY AVAILABLE IN ARCHIVES AND DEWEY
Bibliography: leaves 92-96.
by Linda C. Isenhour.
M.S.
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Hao, Wei. "Brand alliances an examination of partner brand selection in a congruence paradigm /." [Kent, Ohio] : Kent State University, 2008. http://etd.ohiolink.edu/view.cgi?acc_num=kent1215441240.
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Thesis (Ph.D.)--Kent State University, 2008.Title from PDF t.p. (viewed Sept. 21, 2009). Advisor: Michael Hu. Keywords: brand alliance, consumer ethnocentrism, integrated congruence, partner brands Includes bibliographical references (p. 98-110).
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Naneva, Natasa. "Marketing Strategies During the Product Life Cycle in the Pharmaceutical Industry." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6073.
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Development and implementation of effective marketing strategies during various stages of product life cycle in the pharmaceutical industry are critical to an organization's successful performance in the marketplace in the 21st century. Guided by the general systems theory developed by Bertalanffy and the evolutionary systems theory developed by Laszlo and Laszlo, the purpose of this single case study was to explore best practices among marketing managers within pharmaceutical companies related to marketing strategies during various stages of product life cycle. Data were gathered via semistructured interviews with 3 purposefully selected managers who have successfully developed marketing strategies in a central Ohio pharmaceutical company in business for more than 10 years. A review of secondary data included company documents, such as annual reports, news releases, and websites, in addition to government databases. Member checking was conducted to ensure accuracy of the interpreted data and trustworthiness of the research findings. Yin's 5-step process and thematic analysis were used to analyze the data. Four themes emerged from data analysis: marketing function, product life cycle phases, factors influencing the decision-making process, and strategic activities in executing business strategies. Findings may have implications for positive social change such as assisting organizational leaders to understand the challenges and business practices in implementing marketing strategies to successfully deliver products that improve patients' health.
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Shahzad, Aamer, and Syed Nadeem Hussain Shah. "If and how environmental friendliness be a profitable marketing strategy in the current recession? : Comparative study on management’s perspectives at two food retailers’ in Sweden." Thesis, Mälardalens högskola, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9834.
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Abstract Date: 2010-05-28 Authors: Aamer Shahzad & Syed Nadeem Hussain Shah. Advisor: Mr. Konstantin Lampou Program: M.S. International Marketing Title: If and how environmental friendliness be a profitable marketing strategy in the current recession? A comparative study on managements’ perspectives at two food retailers in Sweden. Problem: During the current recession, consumers are not as much willing to pay more for green but expensive products as were in the past. However, despite this changing consumer attitude, food retailers in Sweden claim their marketing strategy as environmentally friendly. When maximizing profits is considered major corporate goal of every business, investigating the managements’ point of view on environmental friendliness as profitable marketing strategy in the recession period becomes an interesting topic for research. Purpose: The objective of this paper is to get insight on management’s perspectives from large-scale food retailers in Sweden on their choice of environmental friendliness as marketing strategy with respect to profitability in the current recession. Method: This qualitative study utilizes realist approach to research and exploratory research method. Through literature review, a conceptual model was developed for study. Primary data comes from interviews whereas secondary data from websites and annual reports of the companies. Conclusion: The green marketing strategy is profitable even in recession as it is a great source of competitive advantage and numerous profitable opportunities. This commitment to environment in hard times yields favorable reputation and helps companies in developing new products; finding new markets and suppliers; expanding customer-base; improving processes and stores; enhancing efficiency; etc. Key Words: Environmental friendliness, green marketing strategy, food retailers in Sweden, green products, impact of recession, profitability, communication.
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Vong, Man Hung. "Values and attitudes of teens in Macau toward green consumption : a marketing approach." Thesis, University of Macau, 1998. http://umaclib3.umac.mo/record=b1636784.
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Tran, Thi Thanh Huong. "Be innovative to be green : how consumers respond to eco-innovative product designs." Thesis, Lille 1, 2018. http://www.theses.fr/2018LIL1A018/document.
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L'éco-innovation est un moyen efficace pour les entreprises de répondre aux préoccupations environnementales croissantes des clients. Cette thèse propose que la conception des produits, ainsi que les variables liées à la consommation et à la situation, peuvent avoir une influence positive ou négative sur le consommateur. Les résultats de cinq expériences montrent comment les consommateurs réagissent aux conceptions de produits éco-innovants dans diverses catégories de produits Internet-of-Things (IoT). Nous découvrons l'effet des compromis entre les caractéristiques innovantes et les avantages écologiques sur les réponses des consommateurs (étude 1). Nos résultats montrent également que les éléments écologiques dans les conceptions de produits éco-innovants peuvent déclencher différentes réactions des consommateurs (étude 2). De plus, cette thèse mets en lumière les intentions d'achat des consommateurs par rapport à la conception des produits et de leur innovation écologique (étude 3). Nous documentons également les associations de consommateurs entre la détectabilité d’un attribut respectueux de l’environnement et l’éco-respect des produits et la qualité globale du produit, ce qui affecte leurs préférences et leur intention d’adopter une éco-innovation (étude 4). Enfin, nous soulignons que les consommateurs évaluent positivement ou non les éco-innovations selon le pays de fabrication et de sa compatibilité avec l’éco-respect des produits (étude 5). La thèse se termine par des conseils théoriques et managériaux pour les entreprises sur les meilleures pratiques en la réalisation d'avantages concurrentiels dans un contexte d'éco-innovationThe introduction of eco-innovation is considered an effective way for companies to strategically align themselves with consumers’ increasing environmental concerns. Drawing on the sustainability and innovation literature, this dissertation proposes that product design factors, individual differences, and situational variables, significantly influence consumer responses to eco-innovation. The findings of five online experiments explore the underlying mechanisms of how consumers respond to eco-innovative product designs across various Internet-of-Things product categories. Specifically, we uncover the effect of trade-offs between innovative features and eco-friendly benefits on consumer responses and shine new light on the moderating role of consumer beliefs about eco-friendly product effectiveness (Study 1). Our results also show that different types of eco-friendly attributes in new product designs trigger different consumer responses (Study 2). Moreover, this dissertation sheds light on the nature of eco-friendly consumer innovativeness and its interaction effects with perceived trade-offs in eco-innovative product designs on consumers’ product evaluation and purchase intentions (Study 3). We also document consumers’ associations between detachability of an eco-friendly attribute on consumer responses (Study 4). Finally, we highlight that consumers’ evaluations of eco-innovation hinge on ecological country of manufacture and its congruence with product eco-friendliness (Study 5). The dissertation concludes with theoretical and managerial implications, such as advice for firms on the best practices for competitive advantage achievement in an eco-innovation context
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Shum, Kelly. "Effect of product presentation on mood, perceived risk and purchase intention in internet apparel shopping." Thesis, University of Macau, 2006. http://umaclib3.umac.mo/record=b1636767.
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Choudhary, Shruti [Verfasser]. "Innovative product packaging. How can packagings contribute to the business process, marketing and profit? / Shruti Choudhary." München : GRIN Verlag, 2019. http://d-nb.info/1186966734/34.
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Poon, Tak Yau. "Investigating the effect of integrated product relevance on consumer response toward arts sponsor." HKBU Institutional Repository, 2004. http://repository.hkbu.edu.hk/etd_ra/610.
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Heger, Roland Helmut. "Value Measurement for New Product Category: a Conjoint Approach to Eliciting Value Structure." PDXScholar, 1996. https://pdxscholar.library.pdx.edu/open_access_etds/1305.
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Ability to measure value from the customer's point of view is central to the determination of market offerings: Customers will only buy the equivalent of perceived value, and companies can only offer benefits that cost less to provide than customers are willing to pay. Conjoint analysis is the most popular individual-level value measurement method to determine relative impact of product or service attributes on preferences and other dependent variables. This research focuses on how value measurement can be made more accurate and more reliable by measuring the relative influence of selected methodological variations on performance in prediction and on stability of value structure, and by grouping customers with similar value structure into segments which respond to product stimuli in a similar manner. Influences of the type of attributes included in the conjoint task, of the factorial design used to construct the product profiles, of the type and form of model, of the time of measurement, and of the type of cluster-based segmentation method, are evaluated. Data was gathered with a questionnaire that controlled for methodological variations, and with a notebook computer as the measurement object. One repeated measurement was taken. The study was conducted in two phases. In Phase I, influences of methodological variations on accuracy in prediction and on respective value structure were examined. In Phase II, different cluster-based segmentation methods--hierarchical clustering (HIC), non-hierarchical clustering (NHC), and fuzzy c-means clustering (FUC)--and according conjoint models were evaluated for their performance in prediction and in comparison with individual-level conjoint models. Results show the best models for a variety of design parameters are traditional individual-level, main-effects-only conjoint models. Neither modeling of interactions, nor segment-level conjoint models were able to improve on prediction. Best segment-level conjoint models were obtained with a fuzzy clustering method, worst models were obtained with k-means and the most fuzzy clustering approach. In conclusion, conjoint analysis reveals itself as a reliable method to measure individual customer value. It seems more rewarding for improvement of accuracy in prediction to apply repeated measures, or gather additional data about the respondent, than to attempt improvement on methodological variations with a single measurement.
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Sun, Hongqing [Verfasser]. "CKM-Embedded Innovation Marketing as Success Driver for Product Innovation: : Theoretical Framework and Empirical Research / Hongqing Sun." Aachen : Shaker, 2011. http://d-nb.info/1081886978/34.
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Mateus, Américo da Conceição. "Product/Brand co-creation methodology crossing marketing, design thinking, creativity and management: ideas(r)evolution." Doctoral thesis, Universidade de Évora, 2016. http://hdl.handle.net/10174/19162.
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This thesis introduce a new innovation methodology called IDEAS(R)EVOLUTION that was developed
according to an on-going experimental research project started in 2007. This new approach to innovation
has initial based on Design thinking for innovation theory and practice.
The concept of design thinking for innovation has received much attention in recent years. This
innovation approach has climbed from the design and designers knowledge field towards other knowledge
areas, mainly business management and marketing. Human centered approach, radical collaboration,
creativity and breakthrough thinking are the main founding principles of Design thinking that were adapted
by those knowledge areas due to their assertively and fitness to the business context and market complexity
evolution. Also Open innovation, User-centered innovation and later on Living Labs models emerge as
answers to the market and consumers pressure and desire for new products, new services or new business
models. Innovation became the principal business management focus and strategic orientation.
All this changes had an impact also in the marketing theory. It is possible now to have better strategies,
communications plans and continuous dialogue systems with the target audience, incorporating their insights
and promoting them to the main dissemination ambassadors of our innovations in the market.
Drawing upon data from five case studies, the empirical findings in this dissertation suggest that
companies need to shift from Design thinking for innovation approach to an holistic, multidimensional and
integrated innovation system. The innovation context it is complex, companies need deeper systems then
the success formulas that “commercial “Design thinking for innovation “preaches”. They need to learn how
to change their organization culture, how to empower their workforce and collaborators, how to incorporate
external stakeholders in their innovation processes, hoe to measure and create key performance indicators
throughout the innovation process to give them better decision making data, how to integrate meaning and
purpose in their innovation philosophy. Finally they need to understand that the strategic innovation effort it
is not a “one shot” story it is about creating a continuous flow of interaction and dialogue with their clients
within a “value creation chain“ mindset; RESUMO:
Metodologia de co-criação de um produto/marca cruzando Marketing, Design Thinking, Criativity
and Management - IDEAS(R)EVOLUTION.
Esta dissertação apresenta uma nova metodologia de inovação chamada IDEAS(R)EVOLUTION, que foi
desenvolvida segundo um projecto de investigação experimental contínuo que teve o seu início em 2007. Esta
nova abordagem baseou-se, inicialmente, na teoria e na práctica do Design thinking para a inovação.
Actualmente o conceito do Design Thinking para a inovação “saiu” do dominio da area de conhecimento
do Design e dos Designers, tendo despertado muito interesse noutras áreas como a Gestão e o Marketing.
Uma abordagem centrada na Pessoa, a colaboração radical, a criatividade e o pensamento disruptivo são
principios fundadores do movimento do Design thinking que têm sido adaptados por essas novas áreas de
conhecimento devido assertividade e adaptabilidade ao contexto dos negócios e à evolução e complexidade do
Mercado. Também os modelos de Inovação Aberta, a inovação centrada no utilizador e mais tarde os Living
Labs, emergem como possiveis soluções para o Mercado e para a pressão e desejo dos consumidores para
novos productos, serviços ou modelos de negócio. A inovação passou a ser o principal foco e orientação
estratégica na Gestão.
Todas estas mudanças também tiveram impacto na teoria do Marketing. Hoje é possivel criar melhores
estratégias, planos de comunicação e sistemas continuos de diálogo com o público alvo, incorporando os seus
insights e promovendo os consumidores como embaixadores na disseminação da inovação das empresas no
Mercado
Os resultados empiricos desta tese, construídos com a informação obtida nos cinco casos realizados,
sugerem que as empresas precisam de se re-orientar do paradigma do Design thinking para a inovação, para
um sistema de inovação mais holistico, multidimensional e integrado. O contexto da Inovação é complexo, por
isso as empresas precisam de sistemas mais profundos e não apenas de “fórmulas comerciais” como o Design
thinking para a inovação advoga. As Empresas precisam de aprender como mudar a sua cultura
organizacional, como capacitar sua força de trabalho e colaboradores, como incorporar os públicos externos no
processo de inovação, como medir o processo de inovação criando indicadores chave de performance e obter
dados para um tomada de decisão mais informada, como integrar significado e propósito na sua filosofia de
inovação. Por fim, precisam de perceber que uma estratégia de inovação não passa por ter “sucesso uma vez”,
mas sim por criar um fluxo contínuo de interação e diálogo com os seus clientes com uma mentalidade de
“cadeia de criação de valor”
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Engström, Maria. "Fujitsu Services AB Should they change their product mix : MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-677.
Full textAbstract:
Aim: The aim of the study is to analyze what product mix Fujitsu Services AB should focus on in the future. That is if they should focus on service and consulting, or hardware products, or a mix of them both? The following sub-questions have been used to answer the research question.What is the optimal mix between consulting and services, and hardware and where does Fujitsu create the most value? Where is the potential for the future? Where can Fujitsu Services AB generate the most growth? How superior is the current foundation, that the company is building its strategies on and what do they need to add? What are their capabilities and how can they best be explored?
Method: This study is a qualitative study with focus on Fujitsu Services AB where data has been collected through interviews with the leadership and management of the company with focus on how the company should carry on its business practices in the future.
Result and conclusions: The result from the study is that Fujitsu Services AB should keep a mix between the services, consulting and hardware. I have also come to the conclusion that they can improve in other areas such as its internal communication.
Suggestion for future research: Study of the change that the acquisition of Mandator will mean for Fujitsu Services AB
Contribution of the thesis: Give an inside look at a high-technology company that is going through changes and is trying to establish its brand and grow in a local and international market
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Bechtle, Scott Edward. "Crimson Eagle Global Enterprise." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2340.
Full textAbstract:
This project for Crimson Eagle Global Enterprise is the initial step in developing a strategic business plan. The traditional business plan contains many sections (business description, marketing, competition, operating procedures, personnel, business insurance, and finacial data). Using a different style, this project simply highlights those sections, rather than going into detail.
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LI, Chunyu. "Engaging your customers via responding to online product reviews." Digital Commons @ Lingnan University, 2015. https://commons.ln.edu.hk/mkt_etd/18.
Full textAbstract:
Given the tremendous impact of online reviews on consumer choice, responding to online word of mouth (WOM) has become an important channel for firms to engage the consumers. This thesis investigates how firms can proactively respond to online product reviews to engage customers and manage customer relationships. In Study One, based upon the data of hotel reviews on Tripadvisor.com, I propose that responding by firms differ in three aspects, namely frequency, speed, and the amount of information, and these metrics exert significant influence on subsequent consumes’ WOM engagement, hotel rankings, and votes of usefulness of the reviews.
Moreover, in contrast to responding to positive reviews, responding to negative reviews greatly affects consumption decisions given the negativity bias among consumers. Thus, the subsequent two studies examine whether responding help to alleviate the detrimental impact of negative reviews. Drawing from the literature on crisis management, service failure recovery, Study Two posits that sellers’ responses to negative WOM can be categorized as defensive and accommodative. Further, whether accommodative or defensive responding is more effective depends upon the nature of NWOM, namely regular NWOM or product failure. Based on the results of a between-subject experiment, Study Two provides evidence for the asymmetric impact of accommodative versus defensive responding. When confronting regular NWOM, defensive response outperforms accommodative response or no response, whereas accommodative response is superior to defensive response or no response when coping with a service failure.
Further, based on the attribution of negative reviews, a moderated mediation effect is found. To enhance the external validity and robustness of these findings, Study Three provides econometric evidence that the relative effectiveness of accommodative vs defensive response on subsequent consumers’ evaluation of their consumption experience. Upon analyzing the hotels’ responses on Tripadvisor.com, responding can be a double-edged sword in that it works only when seller takes the appropriate responding strategies. In particular, the higher proportion of accommodative responses (defensive responses) for product failure reviews (regular negative reviews), the higher the subsequent consumers’ satisfaction. However, responding can backfire when the proportion of defensive responses (accommodative responses) for product failure (regular negative reviews) is high. To recapitulate, this thesis identifies whether and how online responding influences consumer experiences on social media. These research findings can help firms formulate effective responding strategies to take advantage of social media’s unique ability to engage customers and improve consumer satisfaction and loyalty.
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Prichard, Lori. "An organizational analysis of internally marketed branding strategies." Diss., Columbia, Mo. : University of Missouri-Columbia, 2007. http://hdl.handle.net/10355/6027.
Full textAbstract:
Thesis (M.A.) University of Missouri-Columbia, 2007.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on April 15, 2008) Includes bibliographical references.
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Hirunyawipada, Tanawat Paswan Audhesh K. "How componential factors and constraint enhance creativity in the development of new product ideas." [Denton, Tex.] : University of North Texas, 2007. http://digital.library.unt.edu/permalink/meta-dc-3964.
Full text
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Oliveira, Marta Santos. "A influência do marketing ecológico no consumo de bens, estudo comparativo entre a geração X e geração Y." Master's thesis, 2019. http://hdl.handle.net/10437/9936.
Full textAbstract:
Carla Marisa Rebelo de MagalhãesO marketing verde é entendido como a satisfação das necessidades dos consumidores e a proteção do meio ambiente. Identificam-se como variáveis de marketing: produto, preço, comunicação e distribuição. O objetivo é estudar se estas variáveis aplicadas com um conceito ecológico estão a surtir efeitos positivos no comportamento de compra do consumidor. Irá estudar-se os consumidores da geração X e Y. A geração X engloba os consumidores nascidos entre 1965 e 1980, que se caracterizam por serem consumidores sensíveis ao preço. O altruísmo é um dos fatores que os influencia a adotar comportamentos ecológicos e a publicidade deve ter um conteúdo mais informativo do que persuasivo. A geração Y incluí indivíduos nascidos entre 1981 e 2000, sendo que este segmento é composto por jovens independentes, que utilizam o telemóvel para tudo, particularmente para as redes sociais e para a procura de informações sobre produtos, e respondem positivamente a um estilo de vida ecológico e os anúncios publicitários devem ser únicos e distinguíveis. Este estudo aplica uma pesquisa quantitativa em que os dados foram recolhidos através de um questionário respondido exclusivamente online. Os aspetos em que se identificaram comportamentos semelhantes nos consumidores de ambas as gerações foram: a predisposição na compra e capacidade de identificação dos produtos ecológicos, o impacto das campanhas de comunicação com forte apelo emocional na intenção de compra de produtos ecológicos e a opinião de que os produtos ecológicos têm distribuição limitada. Identificaram-se diferenças no que diz respeito à perceção de eficácia dos rótulos dos produtos ecológicos enquanto elemento comunicativo das características ecológicas, sendo que para a geração Y os rótulos comunicam de forma mais eficaz. Para os consumidores da geração Y o fator preço não é um impedimento à compra de produtos ecológicos, ao contrário da geração X.
Green marketing is understood as meeting consumer needs and protecting the environment. Product, price, promotion, and place are identified as variables. This dissertation focuses on studying whether these variables applied in the ecological concept are having positive effects on the buying behavior of the Portuguese consumer. We will be studying specifically the consumers of generation X and Y. Generation X includes consumers born between 1965 and 1980, characterized by being price-sensitive consumers altruism is one of the factors that influence them to adopt ecological behaviors, for them advertising should have more informative content than persuasive content. Generation Y includes individuals born between 1981 and 2000, this segment is characterized by independent young people use their smartphones for everything, particularly social media and for searching product information respond positively to an ecological lifestyle social influence is high in their buying decisions and the commercials must be unique and distinguishable. This study applies a quantitative method, data were collected through a survey answered exclusively online. Aspects in which similar behaviors have been identified in consumers of both generations are the willingness to buy green products, the ability to identify these same products, the positive impact of communication campaigns with a strong emotional appeal on the intention to buy green products and the opinion that green products have limited distribution. Differences have been identified in these generations regarding the perceived effectiveness of product labels as a communicative element of their ecological characteristics, for generation Y labels communicate these characteristics more effectively, in the willingness to pay more for environmentally friendly products, for generation Y consumer’s the price is not an obstruction to buying environmentally friendly products, unlike generation X.
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Sithole, Khethokuhle Antoinette. "Employee perceptions towards green supply chain management in Gauteng starch and glucose processing industries." Diss., 2019. http://hdl.handle.net/10500/26028.
Full textAbstract:
Text in EnglishSupply chains incorporate “green” principles in their processes to promote environmental sustainability. Through an online survey, this study investigated green supply chain management (GSCM) implementation and employee awareness of GSCM initiatives in five starch and glucose processing companies in Gauteng. Eighty employees working in management and supervisory positions participated in the study by completing an online questionnaire. The research findings indicated that employees are aware of environmental goals and targets, environmental policies, legislation and standards, and green designing initiatives implemented. Employees perceive that collaboration with suppliers and contractors on environmental issues is in place, however, government partnerships are perceived as being insufficient. Benefits of green marketing campaigns and GSCM initiatives have not been identified. The study noted resistance to change, lack of adoption of technology advancement, insufficient communication and training, and cost implications as barriers hindering GSCM success. It is, therefore, recommended that appropriate support and communication regarding GSCM initiatives are strengthened.
College of Agriculture and Environmental Sciences
M. Sc. (Environmental Management)
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SUE, XIN-HUI, and 舒馨慧. "A New Strategy of Green Product Development and Marketing Under theIntegration of Green Consumption and Green Marketing." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/96809860858176117027.
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碩士大葉大學
設計暨藝術學院碩士班
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After the natural resources of human overexploitation, begin some and see personages appeal for the importance of the environmental child care first, then in recent years, green environmental protection becomes and falls over each other to dip in the green image above among enterprises, numerous and complicated getting green products, getting green to make Cheng, getting green to serve even not getting green marketing being set about going on prospective changing to a new form, it is on sale throughout the attention that the concept receives the relevant personages of the industry, academia more and more that green among them. So-called and getting green marketing mean, accede to the green concept in the tactics marketing of enterprise. So form a group of consumption ethnicities with green consciousness among the consuming public, among them is divided into dark green consumer and light green consumer again. In this way transition of world trends, let original pure economy of manufacturing industry, OEM of Taiwan, march toward ODM design, make economy for engineering, have to meet an emergency with higher speed. Research this attempt, probe into from thinking, getting green theory two these of marketing face, combine of green consumption, in order to analyze consumers to the relation between the environmental protection goods, and find out the goods new element that is designed of environmental protection through the angle of aesthetics, formed it with the products difference between environmental protection goods and general goods in the past, and then built the new appearance of constructing the environmental protection goods, extend, happen enterprise environmental protection goods develop marketing new goal of tactics, abolish environmental protection goods applaud myth that does not draw well. In the course of studying, make use of analytic approach of the factor to get green consumption and green marketing and design the factor relation while developing to the environmental protection goods, and the influence factor received is channeled into the environmental protection goods and designed the new element, via the analysis at two stages, its result telescopes the new element the environmental protection goods are designed and developed in the way, build and construct the environmental protection goods to develop the new tactics of marketing with this result finally. Research this purpose lie in, make Taiwan enterprise pass development marketing new tactics that innovate, with the international green trend improvement international visibility and popularity by a wide margin, and then promote the competitiveness of the world.