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Journal articles on the topic 'Marketing diversification'

Author: Grafiati

Published: 4 June 2021

Last updated: 9 February 2022

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1

Tanasiichuk, Alona, Olha Hromova, Svetlana Kovalchuk, Iryna Perevozova, and Oleg Khmelevskyi. "Scientific and Methodological Approaches to the Evaluation of Marketing Management of Enterprises in the Context of International Diversification." European Journal of Sustainable Development 9, no. 3 (October 1, 2020): 349. http://dx.doi.org/10.14207/ejsd.2020.v9n3p349.

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Marketing management of business activities in the context of international diversification involves the construction of an appropriate system of information gathering, study of foreign markets, planning, implementation and control of the marketing program, risk and profit assessment, effectiveness of marketing decisions, development of marketing strategy of the enterprise, which allows obtaining the maximum positive result with minimal marketing costs. In this study, further development of scientific and methodological approaches to determining the state of marketing management of the activities of agricultural enterprises of Ukraine under the conditions of international diversification, consisting in the identification of problematic issues arising in the course of international business diversification; quantitative and qualitative assessment and determination of the degree of diversification of the enterprise in different markets, as well as conducting market research of the most important business segments of consumers in foreign markets and selecting the optimal exit strategy of a diversified international markets. Keywords: marketing management, concept of marketing management, international diversification, effectiveness of marketing management, planning, organization and control of enterprise marketing management, evaluation of the degree of diversification of activities, diversified company

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2

Ljubownikow, Grigorij, and Siah Hwee Ang. "Competition, diversification and performance." Journal of Business Research 112 (May 2020): 81–94. http://dx.doi.org/10.1016/j.jbusres.2020.03.002.

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3

Sun, Wenbin, and Rahul Govind. "Product market diversification and market emphasis." European Journal of Marketing 51, no. 7/8 (July 11, 2017): 1308–31. http://dx.doi.org/10.1108/ejm-09-2016-0510.

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Purpose Extant literature indicates that increased product market diversification generates both positive and negative impact on firm performance. This inconclusive pattern hinders the decision-making of deploying a firm’s resources across different markets. This research aims to embed diversification into a moderation-based framework and demonstrates the conditions under which increased diversification produces either beneficial or harmful effects on firm outcomes. The authors introduce another market configuration dimension, viz., market emphasis, and reveal how changes in diversification and in emphasis yield interactive effects on an important firm performance indicator, idiosyncratic risk. An additional moderator, market turbulence, is also incorporated to further enrich the model in a three-way interaction. Results show that when market turbulence is high, and a firm highly skews its resources to some of its markets, diversifying into more market domains will increase firm idiosyncratic risk. A better choice during increased diversification is to evenly emphasize each of its markets. However, in a market displaying low turbulence, the high diversification-high emphasis pattern may be preferred because of lower firm risk. Design/methodology/approach To test the hypotheses, the authors collected a comprehensive archival data that contained a large group of public traded US-based manufacturing companies from three different resources. These were the Compustat Annual Database, the Center for Research in Security Prices database and Compustat Business Segment Database. These databases and the combinatorial approach are widely adopted in marketing and management research involving firm strategies and financial outcomes. Findings When market turbulence is high, simultaneously increasing market diversification and emphasis will more strongly raise firm idiosyncratic risk. However, polarizing into either diversification or emphasis reduces firm risk. When in a low turbulence market, expanding to more product markets and simultaneously emphasizing key markets will decrease idiosyncratic risk. One noticeable fact is that irrespective of whether a firm is in high or low turbulence conditions, choosing a diversification strategy always decreases firm risk when market emphasis is low. However, the impact of this effect however is higher when turbulence is greater. The authors also present the boundary conditions under which the three-way interaction holds. Research limitations/implications First, the extension to the utilization of idiosyncratic risk stretches the understanding of effective ways of reducing firm risks from an angle of marketing management. This view of firm risk also contributes to further analysis of shareholder value. Classic corporate asset valuation focuses more on the financial performance indicators as well as the firm’s strategic domains. This research thus provides a unique and meaningful guideline for the corporate valuation approach from the angle of analyzing the firm’s business segment scope and emphasis in the context of the environment. Practical implications The idea about how many product markets a firm should enter is always one of the primary decisions that contain significant trade-offs. This makes the managers choice difficult during the decision-making processes. The authors suggest that managers should not only consider the scope of product markets but also think carefully about the resources allocated toward each segment. A matrix with dimensions of diversification and emphasis can be explicitly studied during the strategy formulation. The individual blocks within this matrix may have significant outcome differences. Originality/value Previous research focuses on either a firm’s internal assets or external competitive situations when researchers seek the drivers of risk-reduction. This research extends this horizon by adding the interplay between a set of fundamental firm decision areas, diversification and emphasis and the external conditions facing a firm (turbulence).

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Zarić, Vlade, Zorica Vasiljević, Nebojša Nedić, and Danijela Petković. "The marketing strategies of Serbian honey producers." Applied Studies in Agribusiness and Commerce 7, no. 2-3 (September 30, 2013): 27–31. http://dx.doi.org/10.19041/apstract/2013/2-3/4.

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Serbian honey producers are exposed to the increased international competition of recent years. To face up to the new changes, producers are progressively using diversification strategies, such as direct sales and production diversification. The direct sales strategy allows the producers to increase the product added value, while diversification aims to offer new products to the consumers. The aim of this paper is to analyse the honey marketing strategy of Serbian honey producers. The first part of the paper analyses the structure of production costs, production performances as well as the determinants of the honey supply. In the second part of the paper, analysis is focused on the determinants of direct sales. Finally, in the third part of the paper, diversification strategies are discussed. The data for this research has been obtained on the basis of a representative sample consisting of 84 Serbian honey producers interviewed in 2011 and 2012. The results show that the Serbian honey producers operate with more or less similar production costs and with production performances that do not differ significantly. They use direct marketing for two reasons: firstly, it affords personal contact with consumers, and secondly, they aim to decrease the transaction costs, thereby keeping a higher share of the product’s final value. Offering new products to consumers is an attempt to create additional product demand.

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Pei-An, Liao, Chang Hung-Hao, He Junlin, and Saeliw Kannika. "Diversification of marketing strategies among small farms: empirical evidence from family farms in Taiwan." Agricultural Economics (Zemědělská ekonomika) 63, No. 11 (November 6, 2017): 493–501. http://dx.doi.org/10.17221/148/2016-agricecon.

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Farm marketing has been recognized as an important factor for a successful farm business. Due to the increasing interest of consumers in food safety, direct marketing of farm products to consumers in the local farmers’ markets has become very popular. Compared to traditional farm marketing channels, relatively little is known about the use of direct-to-consumer marketing strategies by farmers. This paper aims to provide a more comprehensive picture of farmers’ choices among available farm marketing channels using the case study of Taiwan. Using a population-based survey of 5600 family farms in Taiwan in 2014, in this study we quantify the extent to which demographic characteristics of farm operators, farm production and family conditions may influence the decision of farms to sell farm products to the government, wholesale markets, and in direct-to-consumer sales. We develop a trivariate probit model, and our results indicate that education level and engagement in the off-farm labour market of farm operators, the number of household members, farm size, land ownership, and the type of farm are the key factors in determining farmers’ choice of marketing channels. The findings of this study may have important implications for the design of more effective farm marketing programs by agricultural authorities.

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6

Clugston, Michael M. "Customer-Centered Strategic Diversification." Health Marketing Quarterly 15, no. 1 (March 9, 1998): 17–32. http://dx.doi.org/10.1300/j026v15n01_02.

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7

Tetiana, TKACHENKO, HLADKYI Oleksandr, and ZHUCHENKO Valentyna. "RECREATIONAL TOURISM: PRODUCT PORTFOLIO DIVERSIFICATION." Herald of Kyiv National University of Trade and Economics 138, no. 4 (September 10, 2021): 81–90. http://dx.doi.org/10.31617/visnik.knute.2021(138)06.

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Theoretical fundamentals of product portfolio diversification in the frames of recreational tourism were disclosed. The main attractive properties of recreationaltourism resources were substantiated. The potential advantages and disadvantages of recreation tourism product diversification were investigated. The product portfolio diversification and marketing processes in recreation tourism wereanalyzed via the example of the clinical sanatorium "Kuialnik" and the resort association "Perlyna Chornomoria" located in Odesa region of Ukraine. Keywords: recreation tourism, resort, sanatorium, product portfolio, diversification.

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Etgar, Michael, and Dalia Rachman-Moore. "Market and Product Diversification: The Evidence From Retailing." Journal of Marketing Channels 17, no. 2 (April 9, 2010): 119–35. http://dx.doi.org/10.1080/10466691003635077.

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9

Statsenko, Larissa, and Graciela Corral de Zubielqui. "Customer collaboration, service firms' diversification and innovation performance." Industrial Marketing Management 85 (February 2020): 180–96. http://dx.doi.org/10.1016/j.indmarman.2019.09.013.

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10

Li, Lee, and Gongming Qian. "Dimensions of International Diversification." Journal of Global Marketing 18, no. 3-4 (August 12, 2005): 7–35. http://dx.doi.org/10.1300/j042v18n03_02.

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11

Tsai, Hueiting, Shengce Ren, and Andreas B. Eisingerich. "The effect of inter- and intra-regional geographic diversification strategies on firm performance in China." Management Decision 58, no. 1 (January 13, 2020): 16–38. http://dx.doi.org/10.1108/md-01-2018-0104.

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Purpose The purpose of this paper is to theorize and empirically examine the effects of intra- and inter-regional geographic diversification on firm performance in China. Furthermore, it investigates they key firm capabilities, which moderate the relationships between intra- and inter-regional geographic diversification and firm performance. Design/methodology/approach In this research, the authors studied 366 listed companies that invest in mainland China. The authors used the Taiwan Economy Journal database to construct a panel data set from 2005 to 2014 and employed panel regression estimations as part of the empirical analyses. Findings The authors find that the effect of regional diversification on firm performance is significantly influenced by the contexts of the expansion. More specifically, the results show that the effect of intra-regional geographic diversification on firm performance takes the form of a U-shape relationship. In contrast, the authors find that inter-regional geographic diversification has a negative effect on firm performance. Firm marketing, research and development (R&D) and managerial capabilities moderate these relationships. Research limitations/implications First, the companies studied in this research are mainly Taiwanese manufacturers with investments in mainland China. Second, the current model can be expanded by exploring additional process explanations and moderators in future research. Practical implications An important practical implication of this research is that when firms choose an intra-regional expansion strategy in China, they should adopt a moderate provincial diversification strategy in the invested region and reinforce its marketing capability to enhance firm performance. A careful consideration of a firm’s marketing, R&D and managerial capabilities is needed for successful regional diversification strategies in the China market. Originality/value The findings of this study contribute significantly to the existing literature on firms’ regional diversification. First, the authors explore and empirically test intra- and inter-regional geographic diversification strategies in China. The authors find that the effect of regional diversification on firm performance varies according to the contexts of the expansion (for instance, global, regional, in a single country). Second, this study furthers the research theme of intra- and inter-regional diversification by introducing and investigating previously unexplored firm capabilities as part of the framework.

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Bátiz‐Lazo, Bernado, and Douglas Wood. "Strategy, competition and diversification in European and Mexican banking." International Journal of Bank Marketing 21, no. 4 (August 2003): 202–16. http://dx.doi.org/10.1108/02652320310479196.

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13

Dimitrova, Boryana V., Brent Smith, and Saejoon Kim. "Performance implications of store format diversification for international retailers." Journal of Marketing Channels 25, no. 3 (July 3, 2018): 117–36. http://dx.doi.org/10.1080/1046669x.2019.1647911.

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14

Tsai, Huei-Ting. "Moderators on international diversification of advanced emerging market firms." Journal of Business Research 67, no. 6 (June 2014): 1243–48. http://dx.doi.org/10.1016/j.jbusres.2013.04.006.

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15

Lin, C. "DIVERSIFICATION AND MARKETING STATUS OF VEGETABLE CROPS IN ORIENTAL TROPICS." Acta Horticulturae, no. 242 (June 1989): 45–58. http://dx.doi.org/10.17660/actahortic.1989.242.5.

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Yoshida, S., H. Yagi, and G. Garrod. "Determinants of farm diversification: entrepreneurship, marketing capability and family management." Journal of Small Business & Entrepreneurship 32, no. 6 (May 14, 2019): 607–33. http://dx.doi.org/10.1080/08276331.2019.1607676.

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17

Parsons, Robert J., David F. Youkstetter, and Kevin W. Pearson. "Sports Malls-Hospital Diversification and Application." Health Marketing Quarterly 4, no. 1 (October 20, 1986): 65–74. http://dx.doi.org/10.1300/j026v04n01_07.

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18

Sun, Wenbin, and Rahul Govind. "Geographic diversification, product diversification, and firm cash flow volatility: the moderating effect of firm dynamic capability." Journal of Strategic Marketing 26, no. 5 (February 22, 2017): 440–61. http://dx.doi.org/10.1080/0965254x.2017.1293136.

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19

Marka, Mira Meilia. "Improving Business Performance of Getuk Nyimut SMEs in Kudus Regency by Marketing, Capital, Production Technology and Product Diversification." BISNIS : Jurnal Bisnis dan Manajemen Islam 9, no. 1 (August 2, 2021): 17. http://dx.doi.org/10.21043/bisnis.v9i1.10306.

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<p>This research used qualitative research method with phenomenological approach. The object of this research was SMEs of getuk nyimut in Kudus Regency. The increasing number of getuk nyimut’s SMEs along the area towards Muria Mountain tourism has made it difficult for SMEs to survive in the market. SMEs which are sold with simple sales locations and maintain original products have not been able to increase sales significantly. This research aimed to analyse the effect of marketing, capital, production technology and product diversification on the competitive advantage of getuk nyimut SMEs in Kudus Regency. The results of the research were obtained from 14 informants consisting of entrepreneurs of getuk nyimut, academics and local governments. The results showed SMEs of getuk nyimut have problems in some aspects such as marketing, capital, production technology and product diversification. To overcome the problems faced by participation from some parties, not only from entrepreneurs but also getuk community and local governments. The result of this research showed that marketing, capital, production technology, product diversification which are well managed can increase competitive advantage of SMEs in Kudus Regency especially getuk nyimut’s entrepreneurs.</p>

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Benedek, Zsófia, Imre Fertő, Cristina Galamba Marreiros, Pâmela Mossmann de Aguiar, Cristina Bianca Pocol, Lukáš Čechura, Anne Põder, Piia Pääso, and Zoltán Bakucs. "Farm diversification as a potential success factor for small-scale farmers constrained by COVID-related lockdown. Contributions from a survey conducted in four European countries during the first wave of COVID-19." PLOS ONE 16, no. 5 (May 21, 2021): e0251715. http://dx.doi.org/10.1371/journal.pone.0251715.

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This paper explores to what extent product and marketing channel diversification contributed to the economic success of small-scale agricultural producers involved in short food supply chains after the outbreak of the COVID-19 pandemic. A survey was conducted between April and July 2020 in four countries of the European Union–Estonia, Hungary, Portugal and Romania,–resulting in a relatively large sample of farmers (N = 421). The analysis was built on a semi-nonparametric approach. Approximately 19 percent of small-scale producers were able to increase sales during the first wave of the pandemic, although country-level variation was significant. Fruits and vegetables were by far the most popular products. The importance of specific channels varied across countries, but farm gate sales were among the most important marketing channels both before and during the first wave. The importance of channels that were based on digital resources and home delivery increased. Our evidence indicates that diversification was a strategy that paid off, both in terms of marketing channels and different product categories. However, the impact appears to be nonlinear; the initial advantage generated by diversification rapidly tapered off, either temporarily (in the case of products), or permanently (in the case of marketing channels). Later research may clarify whether these findings are generalizable in other socio-economic contexts, as well as in a non-COVID situation.

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Morgan, Kimberly L., and Mercy A. Olmstead. "A Diversification Strategy for Perennial Horticulture in Florida." HortTechnology 23, no. 4 (August 2013): 482–89. http://dx.doi.org/10.21273/horttech.23.4.482.

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Florida has a large and diverse horticulture industry, with large quantities of fruit and vegetables produced from November to February. Diversification strategies have come to the forefront in perennial horticulture sectors, such as citrus (Citrus sp.), where several diseases have reduced productivity and acreage. Many growers are considering diversification of their groves to other fruit crops, such as peach (Prunus persica). To understand the state of the industry and provide perspective for transitional Florida growers to mitigate risk, a survey was conducted in 2011. A total of 27 completed survey questionnaires were returned which represented 68% of 2011 Florida peach orchard owners and managers. On average, responding peach orchard size was 18 acres, ranging from 1 to 100 acres, with ‘TropicBeauty’, ‘UFSun’, ‘UFOne’, and ‘UFBeauty’ comprising the main varieties. Production and marketing challenges were key issues identified by growers as they sought to mitigate risk in an uncertain economic climate. Key sources of production information were university personnel, followed by fellow growers, indicating that stone fruit (Prunus sp.) extension programs are effective in information delivery. Tree production expertise combined with geographic proximity to concentrated market segments, access to established fresh fruit distribution routes, and existing relationships with retail market customers are expected to provide the Florida tree-ripened peach grower with unique marketing opportunities. Findings from this survey effort will be used by the project team to develop educational materials and outreach programs, designed to better address the production and marketing risks facing Florida peach growers. In addition, project results will provide new information for regional and national perennial crop producers who are interested in diversifying production practices to meet increased consumer demand for access to locally sourced horticultural products.

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Kapuria, Cheshta, and Simrit Kaur. "Crop Diversification and Crop Disposition in India : An Inter - State Analysis." Indian Journal of Marketing 50, no. 5-7 (July 31, 2020): 7. http://dx.doi.org/10.17010/ijom/2020/v50/i5-7/152117.

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Qian, Gongming, and Ji Li. "Multinationality, global market diversification and profitability among the largest US firms." Journal of Business Research 55, no. 4 (April 2002): 325–35. http://dx.doi.org/10.1016/s0148-2963(00)00153-3.

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Dass, Parshotam. "Relationship of Firm Size, Initial Diversification, and Internationalization with Strategic Change." Journal of Business Research 48, no. 2 (May 2000): 135–46. http://dx.doi.org/10.1016/s0148-2963(98)00097-6.

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Fernandes, Daniel. "The 1/N Rule revisited: Heterogeneity in the naïve diversification bias." International Journal of Research in Marketing 30, no. 3 (September 2013): 310–13. http://dx.doi.org/10.1016/j.ijresmar.2013.04.001.

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Thomas, Douglas E. "International diversification and firm performance in Mexican firms: A curvilinear relationship?" Journal of Business Research 59, no. 4 (April 2006): 501–7. http://dx.doi.org/10.1016/j.jbusres.2005.08.008.

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Ruiz-Moreno, Felipe, Francisco J. Mas-Ruiz, and Juan L. Nicolau-Gonzálbez. "Two-stage choice process of FDI: Ownership structure and diversification mode." Journal of Business Research 60, no. 7 (July 2007): 795–805. http://dx.doi.org/10.1016/j.jbusres.2007.02.013.

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Tanasiichuk, Alona, Olha Hromova, Anastasiia Abdullaieva, Yulia Holovchuk, and Kateryna Sokoliuk. "Influence of Transformational Economic Processes on Marketing Management by an International Diversified Conglomerate Enterprise." European Journal of Sustainable Development 8, no. 3 (October 1, 2019): 448. http://dx.doi.org/10.14207/ejsd.2019.v8n3p448.

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In this article it is substantiated the necessity of radical changes study in the practice of domestic agricultural enterprises managing, creation of a new functional and organizational structure that will maximally facilitate the marketing strategy of business diversification by the agrarian enterprise of Ukraine. It is analyzed agrarian enterprises efficiency of activity under the conditions of the transformation processes, it is determined that the leaders of the domestic and world markets of agrarian products are agroholdings with a rigid management structure, and their marketing goals are a decisive factor while making choice of markets under the conditions of diversification activities. It is substantiated that the formation of an international diversified company of agrarian business provides equally to participating enterprises the use of common resources, redistribution of resources between structural units operating on one financial result, the possible loss of one enterprise is compensated by the profit of the group as a whole. Reformation of agrarian enterprises of Ukraine process is analyzed; in particular, in the case of farms in the context of international business diversification; it is determined the necessity of creating a new organizational structure of management by the agrarian enterprise. It is grounded the creation of a functional and organizational mechanism for an international diversified conglomerate enterprise activity in order to ensure the stability of its functioning under the conditions of the transformation processes.It is proposed a new structure of functional and organizational management an international diversified conglomerate company on the basis of the developed marketing mechanism of enterprise management under the conditions of international diversification. It is substantiated that in Ukraine, the formation of such new international diversified conglomerate enterprises from small enterprises, by grouping farms (which by their number in Ukraine is most) will provide a positive result from overcoming the grinding of domestic agrarian business, consolidation of the agrarian sector and creating the opportunity to benefit from the budget of Ukraine from international diversified conglomerate business structures. Keywords: transformational economic processes, international marketing, globalization, marketing management, international diversified conglomerate enterprise, business consolidation.

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Purwadi, Purwadi, and Sigit Dwi Nugrono. "Pemberdayaan Nelayan Dan UMKM melalui Diversifikasi Olahan Ikan Menuju “Desa Iwak” dan Kawasan Minapolitan Di Desa Kalanganyar, Kec Sedati, Kabupaten Sidoarjo, Jawa Timur." JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat) 4, no. 2 (November 1, 2020): 103. http://dx.doi.org/10.36339/je.v4i2.335.

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Kalanganyar Village is a village in Sidoarjo Regency, Sedati District, which covers an area of 2/3 consisting of a pond, which borders the villages of Buncitan, Sawohan, Cemandi, and Tambakcemandi. Kalanganyar Village is one of the areas with socio-economic conditions that need to be improved. The source of the livelihood of the local community is very dependent on the results of fishing which is very influenced by the weather. When fishermen cannot go to sea due to extreme weather, local people do not have alternative sources of income. The problems with partners and the potential to support the Sedati sub-district as a Minapolitan area are (1) limited livelihoods of the community as fishermen, (2) The skills of the Fish Cultivation Group (Pokdakan) are still weak regarding the diversification of products made from fish as raw material, (3) There is still a lack of knowledge and practice regarding fish processing which has economic value. (4) Limited knowledge about the packaging of fish-based products (5) Lack of knowledge about marketing fish products. The method used is counseling and training, among others, the socialization of the importance of diversification of processed products made from fish, training on diversification of fish product processing technology, training on packaging of processed fish products, training on online and offline marketing management. The results achieved in implementing program activities (a). The community understands the importance of product diversification from fish so that fish has a high economic value, (b) Training on product diversification from fish is successful in making soy sauce from fish and shredded fish from milkfish, (c) Success in making soy sauce product packaging from fish and labeling jerky from milkfish , (d). Online marketing through social media and websites is still in the design process.

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Asić, Antun, Tihomir Luković, and Joanna Kizielewicz. "Diversification in Function of the Marketing Concept of Global Cruising Development." Naše more 62, no. 4 (December 2015): 97–103. http://dx.doi.org/10.17818/nm/2015/4.9.

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31

Noti, Elton, and Brunela Trebicka. "The Diversification of E- Services in Tourism Marketing – Case of Albania." European Journal of Multidisciplinary Studies 1, no. 1 (April 30, 2016): 27. http://dx.doi.org/10.26417/ejms.v1i1.p27-31.

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The hospitality industry provides twenty-four hour service all year long for the interested people, just like the Internet which is always online. This immediate information that the Internet presents to the potential customers and the opportunity to have a better viewpoint of the service they are going to buy, prepare them for the experience they are going to live. Ideas on website quality may differ, but there is also a great deal of common ground so there is a need for further research by the marketing experts. Therefore, it is very important for tourism businesses and other organizations, either from private, or from public sector, to understand the customer needs that are amenable to fulfillment in an online environment and strive to meet them. Some questions that can be raised are: What makes a destination website an effective marketing tool? How can success be measured? What is a successful website? How can quality and effectiveness be evaluated? The purpose of this paper is to address these questions using a literature review methodology, as well as a content analysis of some of the Albanian touristic websites. Seeing the growing role of websites as a customer contact point and virtual company office, tourism businesses are realizing the strategic importance of a website as a marketing tool for addressing consumers in electronic business environment.

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32

OUSTAPASSIDIS, K. "Diversification, size and growth of the Greek co-operative marketing unions." European Review of Agricultural Economics 19, no. 1 (1992): 85–96. http://dx.doi.org/10.1093/erae/19.1.85.

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33

Afrinis, Nur, and Muhammad Nurman. "Business Development of Patin Fish through Diversification of Processed Patin Products in Batu Belah Village, Riau [Pengembangan Usaha Ikan Patin Melalui Diversifikasi Produk Olahan Ikan Patin Di Desa Batu Belah Riau]." Proceeding of Community Development 2 (February 21, 2019): 353. http://dx.doi.org/10.30874/comdev.2018.359.

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Catfish farmers in Kampar Regency have problems in managing and marketing catfish, where selling prices are low, and management costs are high. The purpose of this activity is to help catfish farmers to increase the income and selling value of catfish through diversification of catfish based food products that have high selling value. Diversification of catfish based food product can increase added value and improve the economy of catfish farmers in Batu Belah Village, Kampar District, Riau. The activities are: 1. variations in catfish based food product, The products are abon, nuggets and catfish crackers. 2. More attractive product packaging. 3. Changes in marketing strategies. Catfish are usually sold by collectors or to traditional markets in Kampar. Marketing by selling to stores/supermarkets, making brochures, and labeling them to be attractive. The results of this activity are 1. Increased knowledge and the ability of partners about making variants of catfish based food product (nuggets, abon and catfish crackers) .2. The existence of attractive packaging, thus increasing the selling value and 3. increasing marketing area.

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Li, Lee, Gongming Qian, and Zhengming Qian. "Product Diversification, Multinationality, and Country Involvement." Journal of Global Marketing 20, no. 4 (September 4, 2007): 5–23. http://dx.doi.org/10.1300/j042v20n04_02.

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Ingabo, Anne, and Dr Allan Kihara. "INFLUENCE OF CORPORATE STRATEGIES ON FINANCIAL PERFORMANCE OF OIL MARKETING COMPANIES IN KENYA." Journal of Business and Strategic Management 3, no. 1 (September 10, 2018): 45. http://dx.doi.org/10.47941/jbsm.240.

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Purpose: Strategy is the direction and scope of an organization over the long term, which achieves competitive advantage in a changing environment. Strategic marketing is an organization’s process of defining its strategy and making decisions on allocating its resources to pursue this strategy, including its capital and people. The main purpose of the study was to stablish the influence of corporate strategies on financial performance of the oil marketing companies in Kenya Methodology: This study adopted descriptive survey design. The target population for this study was23 oil companies in the oil industry in Kenya. The study used primary data which was collected through self-administered questionnaires. The researcher utilized mixed method which included qualitative and quantitative techniques in analyzing the data. Results: The findings showed that all the strategies under study lead to significantly affects financial performance Oil Marketing Companies in Kenya. The greatest variation in performance is led by diversification strategy diversification at 0.398 increase, followed by positioning strategy will lead to 0.376, Mergers and acquisitions strategy, at 0.355 and finally Outsourcing strategy at 0.332. This means that if companies employ these strategies especially diversification and positioning strategies, then their investment opportunities will increase thereby increasing their revenue and financial performance Unique contribution to theory, practice and policy: In order for Oil marketing Companies to enhance their financial performance through outsourcing strategy, they need to take outsourcing idea a step further to collaborate with competitors so as to find shared solutions. The Oil marketing companies in Kenya also need to train their personnel so as to appreciate the concept of outsourcing strategy, and the best practices and systems that will enhance their financial performance.

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Appio, Francesco P., Luigi M. De Luca, Robert Morgan, and Antonella Martini. "Patent portfolio diversity and firm profitability: A question of specialization or diversification?" Journal of Business Research 101 (August 2019): 255–67. http://dx.doi.org/10.1016/j.jbusres.2019.04.020.

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Guerras-Martín, Luis Ángel, Guillermo Armando Ronda-Pupo, José Ángel Zúñiga-Vicente, and Diana Benito-Osorio. "Half a century of research on corporate diversification: A new comprehensive framework." Journal of Business Research 114 (June 2020): 124–41. http://dx.doi.org/10.1016/j.jbusres.2020.03.037.

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Lien, Yung-Chih, and Shaomin Li. "Does diversification add firm value in emerging economies? Effect of corporate governance." Journal of Business Research 66, no. 12 (December 2013): 2425–30. http://dx.doi.org/10.1016/j.jbusres.2013.05.030.

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Borshchevskiy, Viktor, Iryna Kravtsiv, and Vitaliy Krupin. "Rozwój przygranicznych obszarów wiejskich Ukrainy na zasadzie implementacji regionalnych mechanizmów marketingowych." Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing, no. 16(65) (May 20, 2016): 5–14. http://dx.doi.org/10.22630/pefim.2016.16.65.1.

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The article is devoted to understanding the role of marketing in the development of Ukrainian rural areas, which are neighbouring with countries of greater economic power – the EU member states. Such closeness to such neighbour is an opportunity and a threat at the same time, yet with proper preparations and properly implemented measures it could turn into bilateral benefit. Marketing of territories, agrarian marketing, diversification of rural economy, modern national and regional management approaches – that is what Ukrainian rural areas require in order to prepare them for closer integration with EU, for preserving and deepening of their development potential. In order to understand these issues the article elaborates them and the environment in which Ukrainian border rural areas are functioning. Based on this analysis the key priorities for diversification of the economy of border rural areas are offered, which would aid forming a complex system of support for the local rural communities in border regions of Ukraine.

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Chang, Shao-Chi, and Chi-Feng Wang. "The effect of product diversification strategies on the relationship between international diversification and firm performance." Journal of World Business 42, no. 1 (March 2007): 61–79. http://dx.doi.org/10.1016/j.jwb.2006.11.002.

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Purcell, David L., Steven C. Turner, Jack Houston, and Charles Hall. "A Portfolio Approach to Landscape Plant Production and Marketing." Journal of Agricultural and Applied Economics 25, no. 2 (December 1993): 13–26. http://dx.doi.org/10.1017/s1074070800018927.

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AbstractThe ornamental horticultural industry continues to be one of the most rapidly expanding sectors in agriculture. This study examined a decision model for landscape plant production based on portfolio analysis. A quadratic programming model was developed to generate an optimal crop portfolio for a selected southeastern nursery. Empirical results indicate opportunities exist for modest diversification to offset income variability in landscape plant production and marketing.

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Akinrinde, Adeniyi Felix, Kemi Funmilayo Omotesho, and Israel Ogulande. "THE ISSUE OF INCOME DIVERSIFICATION AMONG RURAL FARMING HOUSEHOLDS: EMPIRICAL EVIDENCE FROM KWARA STATE, NIGERIA." Journal of Agribusiness and Rural Development 49, no. 3 (October 12, 2018): 231–38. http://dx.doi.org/10.17306/j.jard.2018.00427.

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The rising incidences of poverty among rural farming families are the reason behind renewed interest in income diversification. This study determined the level of income diversification; identified alternative income sources; examined the reasons for diversification; and identified the constraints to diversification. A three-stage random sampling technique was used in selecting 160 households on which a structured interview schedule was administered. Descriptive statistics, a Likert-type scale, and the Pearson’s Product Moment Correlation were used for data analyses. Findings reveal that 1.3% of the households had no additional sources of income while 40.6% had at least four. Trading (55%) and livestock keeping (40.7%) were the most popular alternative income sources. The declining farm income (mean = 2.96) was the primary reason for diversification, while poor rural infrastructure (mean = 3.04) was the most severe constraint to income diversification. Farm size, access to extension services, household size, age and educational level of the household head were significantly related to the level of income diversification at p < 0.05. The study concluded that the level of income diversification was high and influenced by socioeconomic characteristics of the households. It recommends that the government should provide adequate infrastructural facilities in rural areas. Farmer associations should also ensure better prices for agricultural produce through joint marketing.

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Lu, Jiangyong, Xiaohui Liu, Igor Filatotchev, and Mike Wright. "The impact of domestic diversification and top management teams on the international diversification of Chinese firms." International Business Review 23, no. 2 (April 2014): 455–67. http://dx.doi.org/10.1016/j.ibusrev.2013.07.002.

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Chen, Yi-Min, De-Hsin Yang, and Feng-Jyh Lin. "Does technological diversification matter to firm performance? The moderating role of organizational slack." Journal of Business Research 66, no. 10 (October 2013): 1970–75. http://dx.doi.org/10.1016/j.jbusres.2013.02.020.

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Miocevic, Dario. "Dynamic exporting capabilities and SME’s profitability: Conditional effects of market and product diversification." Journal of Business Research 136 (November 2021): 21–32. http://dx.doi.org/10.1016/j.jbusres.2021.07.025.

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Krasnikova, A. "The Implementation of the Mechanism of Management of the Strategic and Tactical Planning System of the Enterprise of the Military-Industrial Complex in the Conditions of Diversification." Scientific Research and Development. Economics of the Firm 9, no. 3 (October 7, 2020): 65–70. http://dx.doi.org/10.12737/2306-627x-2020-65-70.

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The types of strategies by type of strategic planning are considered. Efficiency criteria and initial parameters of a diversification strategy are defined: market potential, number of competitors, volumes of civilian products, marketing costs, investments, number of types of raw materials and production resources. Methodological recommendations on the implementation of the mechanism are proposed organizational and economic management of the strategic and tactical planning of the defense industry enterprise in the context of diversification. The practical use of the mechanism of organizational and economic management of the strategic and tactical planning system of the enterprise in the conditions of diversification is considered at the enterprises of JSC "Electric Machine Building Plant" LEPSE "and PJSC" Kirov Plant "Mayak".

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Imelda, Imelda, Novira Kusrini, and Rakhmad Hidayat. "Development Strategy 0f Local Food Diversification." JEJAK 10, no. 1 (March 10, 2017): 62–79. http://dx.doi.org/10.15294/jejak.v10i1.9127.

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The purpose of this research is to develop strategies that can be applied in the development of local food diversification in West Kalimantan. The data used are primary data and secondary data. Variables examined included internal factors (strengths and weaknesses) and external factors (opportunities and threats) in the development of local food diversification in West Kalimantan. Data analysis were conducted in qualitative descriptive to describe the pattern of food consumption in West Kalimantan and continued with a SWOT analysis to carry out the development strategy of the local food diversification in West Kalimantan. The analysis result showed that the strategy for the development of local food diversification in West Kalimantan is SO strategy (Strengths - Opportunities) those are: 1) the increase in synergy between the government and the micro, small and medium enterprises for the development of local food products, 2) the utilization of communications and market information system in improving the marketing of local food products on micro, small and medium enterprises, and 3) the utilization of unutilized agricultural land to improve the quality and quantity of local food products.

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Hamlin, Robert, John Knight, and Ron Cuthbert. "Niche marketing and farm diversification processes: Insights from New Zealand and Canada." Renewable Agriculture and Food Systems 31, no. 1 (February 23, 2015): 86–98. http://dx.doi.org/10.1017/s1742170514000489.

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AbstractIn many developed countries agriculture is undergoing significant changes. Traditional commodity markets are increasingly being supplemented or even displaced by niche markets served by firms producing specialty products. The purpose of this paper is to determine why firms seek out niche markets and what contributes to their success. This paper investigates the characteristics that make niche markets attractive to small and medium-sized agricultural firms and the ways in which these firms become highly adapted for their chosen niche. Results indicate that forming alliances and the development of horizontal and vertical networks are among the most common and most important strategies employed by successful niche marketers. The study found that firms market niche products as part of a portfolio of products that often includes an anchoring commodity. Results also suggest that aggressive growth and pricing strategies may negatively impact a firm's ability to sustain barriers to entry. The development of a niche positioning strategy is often the outcome of a reaction to an existing situation rather than of a priori strategic planning.

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Gnepa, Tahi J. "Statutory Marketing, Farmer Price Imbalance, and Efficient Diversification of Agricultural Commodities Export." Journal of International Food & Agribusiness Marketing 5, no. 2 (November 30, 1993): 33–44. http://dx.doi.org/10.1300/j047v05n02_02.

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Zavalniuk, Kateryna. "Diversification as a modern growth strategy in agriculture." Annals of Marketing Management and Economics 3, no. 1 (June 30, 2017): 123–30. http://dx.doi.org/10.22630/amme.2017.3.1.11.

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The aim of the article is to examine the theoretical foundations of diversification strategy and identify the characteristics of its application in agriculture. The relevance of diversification strategy research is that its implementation allows additional income to be made, ensures financial stability for enterprise when demand for basic products fluctuates, and strengthens the competitive position in chosen markets. The importance for enterprise of implementing growth strategy is discussed, as is the economic essence of “marketing strategy”. Dynamic changes in the market force producers to review their activity and seek a more optimum development strategy. Diversification can be the optimal strategy when market conditions are uncertain. The article analyzes the essence and types of diversification along with the benefits and disadvantages of diversification strategy. As a result of the research, features of diversification strategy for the agricultural sector were analysed, the essence of which may be found in the unification of agricultural products with other kinds of activity. This is done to decrease the risk arising from receding demand for main agricultural products. The study found that the most effective and least risky strategy is vertical diversification, which involves obtaining a synergistic effect and reducing transaction costs (through the use of a single production chain from field to consumer).

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