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Dissertations / Theses on the topic 'Marketing capabilities'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Venkataramani, Sangeetha. "Embedded Relations and Marketing Capabilities." Diss., The University of Arizona, 2015. http://hdl.handle.net/10150/565890.

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This dissertation explores the role of capacities of different sets of actors and examines some of the consequences of realization of these capacities. Specifically, the two outcomes examined in this dissertation are coopetition, which is simultaneous cooperation and competition, and innovation. This research uses different contexts and multiple methods to understand and explore the role of capacities in varied outcomes. The first essay examines the effect of actor capacities on coopetition. It looks at cosmetics salespeople in department stores that are embedded in relations with the store an

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Vitikka, M. (Mikko). "Outsourcing accounting functions -measuring benefits, impact on capabilities and firm performance." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201806062465.

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Outsourcing has become a common strategy for companies during the past decades and the goals of outsourcing have changed from only seeking cost savings to more strategic objectives. The existing literature on outsourcing has grown as well but the results of outsourcing is a rather under researched area. The existing literature lacks comprehensive ways for measuring the results of outsourcing. Moreover, despite being one of the most commonly outsourced activities, the outsourcing of accounting functions is lacking empirical research. This research sheds light to the results of outsourcing ac

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Yang, Jing. "Marketing assets, marketing capabilities and shareholder value an empirical analysis of asset endowments and utilization /." Amherst, Mass. : University of Massachusetts Amherst, 2009. http://scholarworks.umass.edu/dissertations/AAI3372285/.

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4

Alarape, O. A. "Identifying the path through which entrepreneurial proclivity influences competitive advantage in international service ventures : do dynamic capabilities, marketing capabilities and international marketing strategy fit matter?" Thesis, University of Liverpool, 2017. http://livrepository.liverpool.ac.uk/3008132/.

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Entrepreneurial proclivity and competitive advantage have received significant attention from an international performance perspective within the context of the manufacturing sector but not for the service sector. While the manufacturing-focused research has contributed to the development of firm internationalisation through improved strategies, the international business climate has been largely unstable and continuously evolving with appreciable shift of interest to emerging economies for foreign direct investment (FDI) opportunities that will leverage technology to drive innovation; especia

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Hall, Kenneth D. "EXPLORING THE INFLUENCE OF COLLABORATIVE CAPABILITIES ON FOCAL-FIRM PRODUCT OUTCOMES: THE MEDIATING ROLE OF SUPPLIER CAPABILITIES." Cleveland State University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=csu1384854810.

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Gustas, Tadas, and Caroline Blixt. "Breaking the Barriers of Internationalization through Marketing : An exploratory study of INVs' marketing approach." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-298790.

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This thesis explores how the resources of marketing capabilities, business networks, and financial resources, influence the marketing approach of international new ventures. Building on the resource based view, the market entry of firms and how they compete is analyzed by exploring the resources and capabilities of INVs. By using a qualitative research method, this thesis identifies the three resources of marketing capabilities, business networks, and financial resources to be highly influential for INVs’ marketing approach. Also there has been shown to be a synergetic effect between the resou

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Vasfi, Tashkin. "An investigation of marketing capabilities and performance in the UK's non-profit organisations." Thesis, University of Essex, 2015. http://repository.essex.ac.uk/17157/.

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Recent studies in marketing theories have developed the conceptualisation of marketing capabilities in for-profit businesses. Despite the evidence of the importance of marketing capabilities in shaping the direction of marketing in for-profit businesses, only a small amount of research investigating the concept of marketing capabilities in the non-profit organisation context. Building on the existing literature of marketing and non-profit marketing, this research offers an investigation into marketing capabilities and market orientation on performance in non-profit organisation. A quantitative

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Trez, Guilherme. "A influência da estrutura de marketing no processo de implementação de estratégia de marketing." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2009. http://hdl.handle.net/10183/17148.

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A compreensão dos fatores que influenciam a implementação de estratégia em marketing é um problema que desafia os pesquisadores da área desde o início da década de 1980. Para abordar o referido tema, esta investigação utilizou uma perspectiva de análise baseada na visão estruturalista da implementação. A realização desta tese se deu com o desenvolvimento de um modelo que contempla as seguintes dimensões dessa visão de implementação: Estrutura Organizacional de Marketing, Capacidades de Marketing e Dispersão de Marketing. Além disso, é analisada a utilização de relações interfirmas como meio de

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9

Song, Moxi. "Information sharing, ordinary capabilities and firm performance: the moderating role of market orientation." HKBU Institutional Repository, 2014. https://repository.hkbu.edu.hk/etd_oa/97.

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Today’s turbulent business environment has made external knowledge a dominant source of information in firms’ attempt to develop and maintain a sustainable competitive advantage. Firms need to share and acquire new knowledge as they seek to develop new applications and to survive. Therefore, whether inter-firm information sharing has a direct effect on firm performance has become a central question in studies on strategic management and supply chain management. However, the empirical results remain largely divergent and inconclusive, ranging from a positive relationship to a negative relations

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Bornhofen, Robert J. "How Organizations Adapt Social Media Capabilities as a Competitive Advantage." Thesis, University of Maryland University College, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=3565897.

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<p>This paper is a systematic review of scholarly studies that examines how organizations enhance their ability to generate value through social media. It explores why some organizations are able to adopt and benefit from social media while others cannot. Specifically, it examines: (i) how <i> people</i> and social networks are essential to create value at the organizational level, (ii) how <i>leadership</i> sets the vision and convinces others on the need for change, and (iii) what types of <i>strategy</i> can be implemented to enable knowledge creation through social networks. Argument is ma

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Barbarin, Thibaut. "Les pratiques d'expérimentation d'affaires et leurs rôles dans l’émergence de compétences marketing adaptatives." Thesis, Paris Sciences et Lettres (ComUE), 2018. http://www.theses.fr/2018PSLED016.

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La thèse porte sur les pratiques d'expérimentation d'affaires, déployées au sein des organisations. Le contexte est caractérisé par la transformation digitale qui permet de déployer plus aisément les expérimentations que par le passé. Le cadre théorique choisi est celui des capacités marketing adaptatives (Day, 2011)Notre travail a pour objectif d'expliquer ce qui permet l'émergence d'une pratique d'expérimentation puis de montrer les conséquences de l’utilisation de l’expérimentation sur l’organisation, en particulier les conséquences en termes de changement de culture et de montée en compéte

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12

Haapanen, L. (Lauri). "Firms’ resource allocation between R&D and marketing in their international expansion:a functional level analysis." Doctoral thesis, Oulun yliopisto, 2017. http://urn.fi/urn:isbn:9789526216997.

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Abstract For a small and medium size firm (SME), expansion into new foreign markets is a remarkable milestone, requiring specific resources and capabilities. The purpose of this study is to explore how management in internationalizing small and medium-size firms allocate their limited resources between key functions, in particular, between marketing and R&D. This thesis builds on a resource-based view of the firm, a dynamic capabilities perspective, and the SME internationalization literature, and therefore assumes that a firm’s success in foreign markets is closely related to its internal

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Keswell, Delon. "The effectiveness of trade show marketing capabilities on the financial performance of South African companies." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24245.

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Trade shows are an important part of the marketing mix, however there is considerable doubt to their contribution to the financial results in an organisation. A significant amount of firm’s’ marketing budgets are spent on trade shows, with the expectation that it will yield positive financial results. However, there is little research on trade show capability; especially literature relating to direct links between trade show activities and financial performance. The objective of this study was to determine whether trade show capability of South African companies results in improved financial p

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unal, belgin. "The Role of Dynamic Capabilities in Outsourcing Sales and Marketing Functions: A Resource-Advantage Perspective in the Context of Consumer Packaged Goods." Digital Archive @ GSU, 2011. http://digitalarchive.gsu.edu/marketing_diss/20.

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Outsourcing refers to contracting out the functions to a third party instead of conducting them in-house. The main contribution of this dissertation is to develop and test a model of successful outsourcing in the accomplishment of headquarters selling task. Specifically, it intends to (a) provide a theoretical framework for outsourcing partnership performance, (b) explore the potential complementarities construct in the context of a dyadic outsourcing relationship, (c) examine the role of learning dynamic capabilities in turning potential complementarities into outsourcing success, and (d)

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Herzig, Anne, and Maria Karlsson. "The Influence of Organisational Culture on Dynamic Marketing Capabilities : A case study in the e-tail industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-66161.

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Purpose and research question: The purpose of this research is to explore how dynamic marketing capabilities in international e-tail companies are influenced by organizational culture. Furthermore, the aim is to contribute to the theoretical field of marketing capabilities, as well as providing practical implications to managers in international e-tail companies.How does organisational culture influence dynamic marketing capabilities in international e-tail companies? Method: The study is conducted with a qualitative method and an abductive approach, using a single case study design. The empir

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16

Dickinson, J. Barry Anderson Rolph E. "The role of business process capabilities and market-based assets in creating customer value and superior performance /." Philadelphia, Pa. : Drexel University, 2008. http://hdl.handle.net/1860/2995.

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Patwardhan, Abhijit. "Strategic orientation, organization learning, holistic firm-level marketing capability and firm performance : a dynamic capabilities view /." Full text available from ProQuest UM Digital Dissertations, 2009. http://0-proquest.umi.com.umiss.lib.olemiss.edu/pqdweb?index=0&did=1913289451&SrchMode=1&sid=1&Fmt=2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1278520813&clientId=22256.

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Butler, Laurence, and Jonas Lidgren. "Sitting on the Fence between Management and Marketing, A Strategic look at Psychological Switching Costs." Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-35229.

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<p><strong>Abstract</strong><strong></strong></p><p>With the Introduction of the internet and human technological advancement, our everyday lives have changed dramatically over the past 20 years and because of this, how we communicate, form social networks and purchase or sell goods have also developed.</p><p>In the light of this, we have completed this thesis which concerns the influence of the internet and the possibilities of forming long lasting relationships between businesses and customers through what we have described as ‘Locking in’ the customer. This is done by forming ‘Psychological

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19

Simões, Luís Carlos Ganhão. "Why some firms succeed in exporting while others do not? The impact of resources and capabilities on firms' export performance." Master's thesis, Instituto Politécnico de Leiria, 2012. http://hdl.handle.net/10400.8/953.

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Dissertação de Mestrado em Negócios Internacionais apresentada à ESTG - Escola Superior de Tecnologia e Gestão do Instituto Politécnico de Leiria.<br>Why do some firms succeed in exporting while others do not? Export activities are a crucial area of international business but the drivers of superior export performance are not yet well understood. In this study, employing a sample of 52 Portuguese firms, we examine what are the distinctive resources and capabilities associated to superior export performance through the establishment of sustainable competitive advantages. Resource-based view sup

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McCutcheon, Bruce E. "Effectiveness of a marketing model designed to increase attendance and revenue capabilities for non-revenue athletic programs." The Ohio State University, 1988. http://rave.ohiolink.edu/etdc/view?acc_num=osu1249059846.

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Mathew, Nicholas. "Building International Business Competencies, Human Capital, and Service Capabilities: a study of emerging market professional service small-and-medium-sized enterprises." Cleveland State University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=csu1558271960535679.

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Tan, Caroline Swee Lin, and caroline tansl@gmail com. "Sources Of Competitive Advantage For Emerging Fast Growth Small-To-Medium Enterprises: The Role Of Business Orientation, Marketing Capabilities, Customer Value, And Firm Performance." RMIT University. Management, 2007. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080530.094224.

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This thesis examines the influence of market, learning, and entrepreneurial orientation as sources of competitive advantage in fast-growth SMEs. It is taken that these three factors synergistically comprise an organization's business orientation, enhancing marketing capabilities and firm performance. In Australia, these firms tend to be emerging enterprises, usually less than 10 years of age, and comprise approximately 10% of all SMEs, contributing substantially to national revenue. Two studies (Study 1 and Study 2) were incorporated, utilizing a sequential explanatory design, which is ch

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Silver, Jonathan D. "Hollywood's dominance of the movie industry : how did it arise and how has it been maintained?" Thesis, Queensland University of Technology, 2007. https://eprints.qut.edu.au/16687/1/Jonathan_Derek_Silver_Thesis.pdf.

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Hollywood’s dominance of the movie industry has been the subject of numerous studies. An interdisciplinary literature review in this thesis identified twenty different single or multiple factor explanations that try to account for Major studio dominance at different time periods but cannot comprehensively explain how Hollywood acquired and maintained dominance for nine decades. This thesis reviewed the economics, management and marketing literatures to identify existing theoretical explanations for the acquisition and persistence of market dominance. It then integrated existing theories identi

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Silver, Jonathan D. "Hollywood's dominance of the movie industry : how did it arise and how has it been maintained?" Queensland University of Technology, 2007. http://eprints.qut.edu.au/16687/.

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Hollywood’s dominance of the movie industry has been the subject of numerous studies. An interdisciplinary literature review in this thesis identified twenty different single or multiple factor explanations that try to account for Major studio dominance at different time periods but cannot comprehensively explain how Hollywood acquired and maintained dominance for nine decades. This thesis reviewed the economics, management and marketing literatures to identify existing theoretical explanations for the acquisition and persistence of market dominance. It then integrated existing theories identi

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SABATINI, ANDREA. "Analysing new Product Development and Co-creation in Industrial Networks: Pathways and Capabilities." Doctoral thesis, Università Politecnica delle Marche, 2019. http://hdl.handle.net/11566/263656.

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Lo scopo della ricerca è quello di analizzare i processi di co-creazione dei nuovi prodotti nel settore business-to-business. Lo studio si focalizza sull’analisi delle modalità con cui gli attori co-creano nuovi prodotti e di quali capacità di co-creazione possono essere utilizzate in queste interazioni per gestire nel modo migliore i processi di sviluppo prodotto. La letteratura in cui lo studio intende contribuire è quello connesso alle teorie di marketing sviluppate dall’IMP group, tramite l’analisi dei processi con cui le imprese riescono a co-creare nuovi prodotti all’interno del loro ne

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Vincent, Leslie Harris. "Marketing Strategy Formulation in the Commercialization of New Technologies." Diss., Georgia Institute of Technology, 2005. http://hdl.handle.net/1853/7238.

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The key objective of Part I is to synthesize 23 years of innovation research findings from economic, strategy, and marketing literatures and extend the current theoretical knowledge base in these domains through meta-analysis. In general, empirical evidence of the nature of the relationship between innovation and its antecedents and consequences is provided, while at the same time providing answers to conflicting conclusions within this field. The conclusions reached provide a more comprehensive understanding of the drivers of innovation as well as the implications associated with the phenom

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Barata, João Pedro Mendes. "A relevância do marketing empreendedor nas empresas instaladas em incubadoras." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10266.

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Mestrado em Ciências Empresariais<br>Esta tese fala sobre empreendedorismo, incubadoras universitárias, marketing e performance<br>This thesis talks about entrepreneurship, university incubators, marketing and performance.

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Massiera, Philippe. "Les ressources marketing au sein des PME : identification des facteurs expliquant leur présence et étude de la performance résultant de leur organisation." Thesis, Paris 1, 2015. http://www.theses.fr/2015PA010063.

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Les travaux menés sur les actifs et capacités marketing démontrent l'importance de ces ressources pour la performance des entreprises. Cependant les facteurs susceptibles de favoriser leur présence et les mécanismes par lesquels les entreprises organisent les ressources disponibles sont peu ou mal connus. Sur le plan théorique, ces deux questions de recherche relèvent d'une problématique commune visant à consolider les micro-fondations de la RBV. Sur le plan opérationnel, ces sujets revêtent une importance toute particulière pour les PME compte tenu des spécificités structurelles et organisati

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Moraux, Hélène. "Le déploiement d'une capacité d'Open Marketing dans une organisation marketing : analyse selon une approche par les ressources, les capacités et les compétences marketing." Thesis, Paris 9, 2014. http://www.theses.fr/2014PA090037/document.

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La littérature attribue au marketing un rôle d’interface et de connexion avec l’extérieur, renforçant le postulat d’un marketing naturellement « ouvert ». Toutefois, l’ouverture de l’organisation marketing spécifiquement n’est pas si évidente. Dans un article théorique, Day (2011) introduit le concept d’Open Marketing, défini comme la capacité de l’organisation de s’ouvrir à des réseaux de partenaires pour capter des insights et capacités marketing afin d’enrichir le marketing de l’entreprise. Le concept est intéressant, mais sa définition n’est pas formalisée et présente des lacunes. De plus,

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Pedron, Cristiane. "Using the dynamic capabilities perspective to analyse CRM adoption: a multiple case study in portuguese organisations." Doctoral thesis, Instituto Superior de Economia e Gestão, 2009. http://hdl.handle.net/10400.5/1144.

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Doutoramento em Gestão<br>Customer Relationship Management (CRM) adoption is both a relevant research topic in academia and a challenge for practitioners. We understand CRM as a complex concept that includes technology, strategy and philosophy. In this research, we propose an analysis of CRM organisational competences and capabilities. The main goals are: to observe organisational competences and capabilities in order to find ways in which companies obtain success with their CRM initiatives; and to apply a dynamic capabilities perspective as the main theoretical point to analyse how companies

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Lee, Erica Kim Man. "The impact of absorptive capacity and ordinary capabilities on both financial and social performance: the case of social enterprises." HKBU Institutional Repository, 2018. https://repository.hkbu.edu.hk/etd_oa/491.

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Social enterprises (SEs) are playing an increasingly important role in fostering a more sustainable and equitable society around the world. Previous studies have suggested that developing capabilities to manage knowledge is a key driver of an SE's success (Domenico et al., 2010; Guclu et al., 2002; Tracey et al., 2011). An SE operates much like a business, but manages operations and directs its surpluses towards the pursuit of social goals (Austin et al., 2006; Dart, 2004; Dees, 2001; Granados et al., 2011; Mair & Marti, 2006; Nicholls, 2006) in an unstable or unpredictable market (Jaworski &

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Timlon, Joachim. "Realizing a new marketing strategy through organizational learning in industrial networks : implications for dynamic capabilities, a theory-of-the-business and sustainable competitive advantages /." Inhaltsverzeichnis, 2005. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014187767&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Cunha, Namércio Pereira da. "Facilitators and inhibitors of the relationship quality in a dyadic business-to-business relationship: the wine sector in Portugal." Doctoral thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/16802.

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Doutoramento em Marketing e Estratégia<br>The globalised market in which the companies operate requires that the business strategies go beyond the quality offered in the products. Therefore, the quality of the relationships with the strategic partners must also be taken in to account. The main objective of this thesis is to identify the facilitating or inhibiting key constructs that describe the Relationship Quality (RQ) in a dyadic perspective of a business-to-business relationship. In this vein, the following questions arise: (i) What are the core constructs used to conceptualize RQ?; (ii)

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Malinauskienė, Eglė. "Assessment of Dynamic Organisational Capabilities for Interoperability in Context of Different E-government Development Stage." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20101108_125923-55450.

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Diverse public sector organisations are engaged in the contemporary e-government projects, so the significance of new organisational capability for e-government interoperability is increasing. The risks of these projects implementation could be effectively mitigated through the assessment of e-government interoperability, thereto researchers are searching for the relevant tools, and there are already some results of a practical value in leading e-government countries. This work addresses the research problem, how these leading methods applied for the assessment of e-government interoperability

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Nee, Nancy Y. "DO YOU HAVE THE “S” FACTOR FOR SERVICE INNOVATION? HOW STEWARDSHIP CONTRIBUTES TO SERVICE INNOVATION CAPABILITIES IN SERVICE-DOMINANT LOGIC." Case Western Reserve University School of Graduate Studies / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=case1585250275019877.

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Kazak, Кatsiaryna, and Yee Choi Wing. "Improving Customer Service through Just-in-Time Distribution : Fitting into the customer’s service offer in case of ELECTROLUX LAUNDRY SYSTEMS." Thesis, University of Kalmar, Baltic Business School, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-2042.

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<p>The international environment today has been undergoing unprecedented change and many companies are seeking new ways to stand out from the competition by sustaining their competitive advantage. Internationalization and firms’ consolidation increase competition in the dynamic marketplace .Companies are no longer staying competitive simply through focusing on product quality and pricing as customers are becoming more high-demanding related to customer service offer. This issue directs the companies’ main focus today to address the customer needs in the ever-changing environment.In order to be

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Little, Duane Kirk. "EXPLORING THE IMPACT OF NEARLY COMPLETE MARKET DATA ON SMALL BUSINESSES IN THE GOVERNMENT PROFESSIONAL SERVICES MARKET." Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/591375.

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Business Administration/Strategic Management<br>D.B.A.<br>According to the United States Government’s Federal Procurement Data System (FPDS), in 2016 the Government awarded contracts worth over $472 billion. While the majority of these contracts were for products, the Government spends an average of over $76 billion per year on professional services. Roughly 28 percent of these funds go to small businesses, as classified by the Small Business Administration. Supporting Government contractors, several firms provide nearly complete market information on Federal Business (FedBiz) contract opportu

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Davoust, Grignon Audrey. "Étude de la compétence d'agilité : facilitateurs, freins et coordination des deux capacités dynamiques qui la composent (vigilance et action)." Thesis, Paris Sciences et Lettres (ComUE), 2016. http://www.theses.fr/2016PSLED015/document.

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Notre projet de recherche vise à comprendre comment les organisations peuvent s’adapter à leur environnement et le faire évoluer en tirant partie de la richesse d’informations auxquelles le marketing a accès. Pour cela, nous avons mobilisé un cadre d’analyse croisant la littérature sur l’agilité en marketing, sur les capacités dynamiques et les compétences, et sur l’apprentissage organisationnel. Grâce à une démarche abductive, qui se compose de trois études qualitatives, nous répondons à la problématique : Quelles sont les ressources, capacités et compétences qui influencent la compétence d’a

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Hahn, Sejin, and Sarafat Hossain. "Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies." Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185101.

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Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. those that were persevering like embers in a 'slow burn' state of low income against persistent expenses. Therefore, the research sought to compare the results of marketing experimentation with current pl

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LORENZI, VALERIA. "Business development in Global Markets. The case of biotechnology." Doctoral thesis, Università degli Studi di Milano-Bicocca, 2014. http://hdl.handle.net/10281/50557.

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High levels of scientific and technological complexity along with extremely uncertain and long R&D processes make firms growth in the biotechnology industry a particularly tough goal to pursue. In such a context, globalization requires companies to operate according to a competitive market-oriented management (market-driven management), which leads to the development of an “outside-in” thinking process. It follows that organizations able to timely monitor information derived from the outside, have a greater aptness to perform more effectively than competitors in the identification and managem

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SEPE, GIORGIA. "Alcuni insight nel definire le strategie di marketing nel settore food & beverage." Doctoral thesis, Università Cattolica del Sacro Cuore, 2018. http://hdl.handle.net/10280/39863.

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Il presente lavoro di tesi ha l’obiettivo di approfondire la conoscenza dei diversi aspetti del marketing del food & beverage, in considerazione dei molteplici cambiamenti occorsi e derivanti non solo dalla tecnologia ma anche dalle preferenze dei consumatori. A tal proposito, la ricerca adotta una triplice prospettiva, prendendo in considerazione l’analisi degli attori fondamentali esperti delle dinamiche del settore: gli insegnanti di educazione alimentare nelle scuole italiene; i professionisti di marketing, trade marketing e vendite nei loro processi di integrazione; le startup digitali co

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SEPE, GIORGIA. "Alcuni insight nel definire le strategie di marketing nel settore food & beverage." Doctoral thesis, Università Cattolica del Sacro Cuore, 2018. http://hdl.handle.net/10280/39863.

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Il presente lavoro di tesi ha l’obiettivo di approfondire la conoscenza dei diversi aspetti del marketing del food & beverage, in considerazione dei molteplici cambiamenti occorsi e derivanti non solo dalla tecnologia ma anche dalle preferenze dei consumatori. A tal proposito, la ricerca adotta una triplice prospettiva, prendendo in considerazione l’analisi degli attori fondamentali esperti delle dinamiche del settore: gli insegnanti di educazione alimentare nelle scuole italiene; i professionisti di marketing, trade marketing e vendite nei loro processi di integrazione; le startup digitali co

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Guidi, Carlos Eduardo Guglielme. "Análise de segmentação aplicada à aquisição de clientes no setor de crédito pessoal." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/24062.

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Submitted by Carlos Eduardo Guidi (caduguidi@gmail.com) on 2018-06-11T20:21:42Z No. of bitstreams: 1 TA_CarlosEGGuidi_Junho18_vFinal.pdf: 1059734 bytes, checksum: 469d5ecca9b8556a88fcad98d932cc72 (MD5)<br>Approved for entry into archive by Simone de Andrade Lopes Pires (simone.lopes@fgv.br) on 2018-06-11T23:14:47Z (GMT) No. of bitstreams: 1 TA_CarlosEGGuidi_Junho18_vFinal.pdf: 1059734 bytes, checksum: 469d5ecca9b8556a88fcad98d932cc72 (MD5)<br>Approved for entry into archive by Isabele Garcia (isabele.garcia@fgv.br) on 2018-06-12T19:27:54Z (GMT) No. of bitstreams: 1 TA_CarlosEGGuidi_Junho18

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Siepong, Angsaya. "A three-fold study of multi-dimensional models of green marketing capabilities (GMC) for the enhancement of green competitive advantage and superior performance : the insights into strategic-behaviour and strategic-GMC-fit." Thesis, University of East Anglia, 2016. https://ueaeprints.uea.ac.uk/59674/.

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This doctoral thesis aims to contribute to a body of knowledge by offering some insightful strategic implications and implementations of ‘Green Marketing Capabilities’ (GMC). In particular, it suggests three distinctive GMC-strategic types and their strategic behaviours as well as strategic-GMC fit models. Additionally, the impact of GMC-structures that lead companies to obtaining green competitive advantage (GCA) and performance effectiveness are evident. This study employs a quantitative approach with a postal-mail survey. The sample frame is based upon a broad spectrum of business types acr

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Shu-Wen, Kuo, and 郭淑文. "Market Orientation, Marketing Capabilities, Performance：The Preliminary Study of Dynamic Marketing Capabilities." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/72363246888016240079.

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碩士<br>國立嘉義大學<br>企業管理學系<br>99<br>Recently, the economic environment has become rapid and complex. Therefore, when enterprise making stategy,” dynamic capabilities” should be an essential factor. Dynamic capabilities means configure resources and create new capabilities to face the dynamic environment.The researches on dynamic capabilities are completely today, but there is few researches to combine the concept of dynamic and enterprise capacity. When I reviewed relative research, we found that market orientation has an implementation of dynamic capabilities. According to previous researches, m

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Lin, Chieh-Yi, and 林潔宜. "An exploratory study of marketing capabilities building from OEM to OBM -- the perspective of adaptive marketing capabilities." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/12792213050161790043.

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碩士<br>淡江大學<br>國際商學碩士在職專班<br>100<br>Taiwan enterprise has been played a role of OEM for a long time. Accompany with the globalization in this age, and in view of the OBM with highly added value in the market, OBM is a wonderful path that Taiwan enterprise wants to step on. This research choices a famous gift brand - “Franz” as a subject which could be one of the top 20 international brand in Taiwan in the future and believes this seminar on this remarkable OBM enterprise will provide a valuable principle to those OEM companies which are trying to establish their own brand. This research use Ma

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Kurfürst, Anke Johanna. "Investigating digital marketing capabilities in born-global firms." Master's thesis, 2019. http://hdl.handle.net/10400.14/26914.

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With new communication technologies young ventures internationalise in a fast pace. This global phenomenon – the born-global firm – describe companies which quickly internationalise after their foundation and can compensate lacks in resources with idiosyncratic capabilities. Due to their fast growth on an international level, it is important to better understand how these firms are able to digitally communicate with their international consumers. This master thesis is going to fill the gap in research referring to born-global global firms’ digital marketing capabilities by exploring how born-

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Lin, Jian-Cheng, and 林健成. "Familiness and Marketing Capabilities: A Resource-based View." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/04577904832344360227.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>100<br>Family business is a typical organizational form around the world and dominates the economic landscape of many nations. Scholars propose that the reason why family businesses are different from non-family business because of resources that are distinctive to a firm as a result of the interactions between family, family members and business. The bundle of resources that have been theoretically developed within the resource-based view framework are identified as “Familiness” of the firm. Familiness is considered as a source of competitive advantage to family f

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Chien-FenTseng and 曾千芬. "Marketing Relationship, R＆D Capabilities, Product Quality, Service Innovation and Manufacturing Capabilities to Organizational Performance." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/yw28dw.

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碩士<br>國立成功大學<br>高階管理碩士在職專班(EMBA)<br>105<br>The study probes to the relationships among marketing relationship, design and research capabilities, product quality, service innovation and manufacturing capabilities of organizational performance. 162 questionnaires were distributed and 161 of them were valid. The results of this study are as following: (1) The marketing channel relationship has significant positive effect on organizational performance; (2) The capabilities of design and research has significant positive effect on organizational performance; (3) The product quality has significant

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"Impact of Firm Capabilities at the Marketing / Technology Interface." Doctoral diss., 2020. http://hdl.handle.net/2286/R.I.57403.

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abstract: Firms compete for profitable positions in their technological environments by capitalizing on their design and other capabilities to conceive and realize marketplace strategies more effectively and more efficiently than rivals do. However, research on how technological environment characteristics change the payoff from these capabilities is minimal. Given that possessing superior firm capabilities is a primary source of competitive advantage for firms, this study seeks to fill these critical research gaps in the literature. This dissertation, which is composed of two essays, seeks to

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