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Journal articles on the topic 'Strategic marketing oriented research'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

Sahir, Syafrida Hafni, and Rosmawati Rosmawati. "Improve Marketing Mix for Marketing Plan Strategic in Coffeeshop Business." Management Analysis Journal 9, no. 4 (2020): 459–66. http://dx.doi.org/10.15294/maj.v9i4.42613.

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This research aims to establish a strategic marketing strategy for the Medan City coffee shop company. The methodology used in this study was descriptive qualitative research through the method of the marketing combination 4Ps and Porters five strategic forces theory. The outcome of the analysis provided strategic marketing strategy for all facets of the 4Ps marketing mix, such as product, price, venue, and promotion. As five competitive forces are generated based on Porters, the resulting strategic marketing strategy becomes more oriented. This analysis will be useful for the company owner to

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Christopher A., Onu, and Adegbola E.A. "Strategic Marketing Practices and Environmental Perception of Customer Oriented Service in Nigeria Deposit Money Banks in Lagos State." European Scientific Journal, ESJ 14, no. 28 (2018): 292. http://dx.doi.org/10.19044/esj.2018.v14n28p292.

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This paper examines the nature and influence of the relationship between the bank’s strategic marketing practices and its service and seeks to determine the importance of strategic marketing practices in explaining the environmental perception of customers oriented service delivery. The study location was at the five selected Deposit Money Banks in Lagos State, Nigeria. A descriptive research design employing a stratified and convenience sampling techniques selected 74% of the bank staff which were contacted using questionnaires. The data collected were analyzed using the SPSS software version

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Stosic-Panic, Danijela. "The strategic choices of Serbian entrepreneurs: Are they entrepreneurially oriented and do they differ by gender?" Ekonomski anali 64, no. 222 (2019): 147–72. http://dx.doi.org/10.2298/eka1922147s.

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This paper focuses on the strategic practice of Serbian entrepreneurs by addressing the issue of their entrepreneurial orientation. Based on a sample of 101 respondents (randomly drawn from the Serbian Business Registers Agency?s database), the research tries to answer the question of whether Serbian entrepreneurs? strategic choices in the fields of growth, innovation, and marketing are entrepreneurially oriented. The paper also reports research on gender differences regarding these issues. The results suggest that Serbian entrepreneurs are entrepreneurially oriented when making decisions abou

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Eden, Colin, and Chris Huxham. "Action-Oriented Strategic Management." Journal of the Operational Research Society 39, no. 10 (1988): 889. http://dx.doi.org/10.2307/2583040.

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Eden, Colin, and Chris Huxham. "Action-Oriented Strategic Management." Journal of the Operational Research Society 39, no. 10 (1988): 889–99. http://dx.doi.org/10.1057/jors.1988.155.

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Bekoglu, Filiz Bozkurt, and Ahu Ergen. "Art of War and Its Implications on Marketing Strategies: Thinking like a Warrior." International Journal of Research in Business and Social Science (2147-4478) 3, no. 3 (2014): 37–47. http://dx.doi.org/10.20525/ijrbs.v3i3.108.

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Throughout the evolution of marketing, as a result of increasing competition, there has been a shift from a production oriented approach to a marketing oriented approach. Strategic thinking that gives companies an advantage over their competitors gained importance. By the end of the 1980s, experts studying strategy looked back into rich military literature to find some basic principles to help them define strategies for today’s business environment. In this period warfare and its similarities with the business world were a great inspiration for marketers. The aim of this study is to show the r

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Vijayan, K. "Enlightened Marketing - A Socially Responsible Approach of HLL Kerala." Indian Journal of Economics and Business 20, no. 2 (2021): 2095–104. https://doi.org/10.5281/zenodo.13132296.

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Peter F. Drucker defines marketing constitute a core function within an organisation that is critical to itsgrowth and innovation. This comprehensive study explores the concept of enlightened marketing, a sociallyresponsible approach developed in response to criticisms of traditional marketing practices. The research focuseson HLL Lifecare Limited, a central government public sector undertaking in the healthcare sector, to empiricallymodel enlightened marketing practices and assess their impact on long-term company performance. Utilizing asample of 310 executives selected through proportionate

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van Scheers, Louise, and Khathutshelo Mercy Makhitha. "Are Small and Medium Enterprises (SMEs) Planning for Strategic Marketing in South Africa?" Foundations of Management 8, no. 1 (2016): 243–50. http://dx.doi.org/10.1515/fman-2016-0019.

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Abstract Substantial evidence shows that strategic marketing planning leads to increased small business performance, yet most small business owners do not draw up a plan for their businesses. This paper presents the results of a secondary research survey on strategic marketing planning of SMEs in South Africa. They indicate that while the higher performing SMEs give a higher priority to marketing than to other business functions, they are still sales- or production-oriented. The higher performing SMEs are more aware of strategic planning tools. They compete with value-added products and good b

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Putri, Salsabila Tarisha, and Cecep Safa'atul Barkah. "STRATEGI PENINGKATAN JUMLAH PENDAFTAR UNTUK MENINGKATKAN PROFITABILITAS (STUDI KASUS PADA BISNIS SD BAITURRAHMAN)." Jurnal Administrasi Bisnis Fisipol Unmul 9, no. 3 (2021): 235. http://dx.doi.org/10.54144/jadbis.v9i3.6045.

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The marketing strategy carried out by the company has an impact called marketing performance. and evaluation of benchmarks is something that is very much needed. To get an evaluation as well as a benchmark, a marketing performance measurement is needed. One of the tools to measure marketing performance is marketing materials where in this measurement there is a calculation of financial metrics. Measurement with financial metrics is usually oriented to measuring profitability with financial ratios of profit on sales from the business carried out by SD Baiturrahman. The method used in this resea

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Ilmudeen, Aboobucker, Yukun Bao, and Ibraheem Mubarak Alharbi. "How does business-IT strategic alignment dimension impact on organizational performance measures." Journal of Enterprise Information Management 32, no. 3 (2019): 457–76. http://dx.doi.org/10.1108/jeim-09-2018-0197.

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Purpose Despite the conceptual, empirical and theoretical advances in alignment–performance relationship, there is a limited research on the alignment dimensions and organizational performance measures. Though strategic alignment is believed to improve organizational performance, the purpose of this paper is to develop conjectures for understanding how different alignment dimensions influence organizational performance measures. Design/methodology/approach The data were acquired from 161 senior IT and business managers paired responses in China and were analyzed by using a structural equation

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Agic, Emir, Merima Cinjarevic, Emir Kurtovic, and Muris Cicic. "Strategic marketing patterns and performance implications." European Journal of Marketing 50, no. 12 (2016): 2216–48. http://dx.doi.org/10.1108/ejm-08-2015-0589.

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Purpose The purpose of this study is to create the taxonomy of firms based on the nature of the relationship between market-based resources and marketing capabilities. Anchored in the configuration theory, the present study aims to explore simultaneous roles of market-based resources, i.e. customer orientation and competitor orientation, and marketing capabilities, i.e. the execution of marketing practices and activities within a firm, on firm performance. Design/methodology/approach A self-administrated questionnaire was used to collect data from chief executive officers or top managers of 22

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Montecchi, Matteo, Francesca Bonetti, Kirk Plangger, and Hope Jensen Schau. "Creating discursive channels: generating and disseminating impactful research insights into the strategic sales enablement of retail technology." European Journal of Marketing 56, no. 9 (2022): 2515–32. http://dx.doi.org/10.1108/ejm-03-2022-0159.

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Purpose To meet the complex technology needs of retail clients, technology providers must work in a close partnership with their clients and co-envisage a strategic vision for the role that technology should play in the client’s value chain. However, many providers lack the sales capabilities needed to do this. This study aims to examine the need for providers to transition from transaction-oriented to solution selling-oriented approaches. To do so, this study explores the impact outcomes of a knowledge-exchange intervention co-designed with a partner from industry. Design/methodology/approach

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Riachi, Alfred. "Role of Social Media Marketing in Building Cause-Oriented Campaigns." Dutch Journal of Finance and Management 5, no. 2 (2023): 23417. http://dx.doi.org/10.55267/djfm/13769.

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This study investigates the intricate interplay between social media marketing strategies and the success of cause-oriented campaigns. Focusing on the Lebanese context, the research examines how Audience Engagement, Content Strategy, and Influencer Collaboration impact the effectiveness of cause-oriented programs. A quantitative approach is employed, with data collected through an online survey distributed to over 100 respondents in Lebanon. The analysis employs regression analysis to explore the relationships between the predictors and the outcome variable. The findings underscore the pivotal

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Chen, Annie, Norman Peng, and Kuang-peng Hung. "Strategic management of salespeople when promoting new products." European Journal of Marketing 49, no. 9/10 (2015): 1616–44. http://dx.doi.org/10.1108/ejm-03-2014-0181.

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Purpose – The purpose of this paper is to examine the performance of salespeople when selling new products (namely, electronic goods) in a business-to-business context by incorporating the organizations’ perceived psychological climate into goal orientation theory. Design/methodology/approach – The current study uses the goal orientation theory to examine the performance of 158 salespeople based on new electronic product sales. Organizational psychological climate perceptions (i.e. customer orientation, sales supportiveness and sales innovativeness) are included as variables that can moderate

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Momeni, Mohammad Hosein, Alireza Rousta, and Mahmoud Ahmadi Sharif. "Ranking and Validation of Constructs in the International Strategic Marketing Model of the Cement Industry." Business, Marketing, and Finance Open 1, no. 3 (2024): 138–47. https://doi.org/10.61838/bmfopen.1.3.12.

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The cement industry is a strategic sector that plays a crucial role in economic and infrastructural development and holds the largest share of production among other industries. In today’s world, cement, as a future-oriented and strategic commodity, is regarded as a prerequisite for development, employment, and progress in all countries. This study aims to propose an international strategic marketing model for the cement industry during the sanctions period. The research is quantitative, and the statistical population includes managers and experts in the cement industries of Tehran province. T

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Andrea, Moretta Tartaglione, and Bruni .Roberto. "Marketing and Management in Places: Trends." International Journal of Management Sciences and Business Research 2, no. 11 (2013): 01–12. https://doi.org/10.5281/zenodo.3441734.

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Three branches of research in terms of “Place” are studied on the basis of a marketing-oriented approach underlining the relevance of the relational network and strategic planning. Place Brand and Place Management are included in the Place Marketing global strategy, identifying a management process that allows local authorities to find a unique strategy to plan the process of value creation in place through the development of network of services and economic activities, with the goal of value creation for the stakeholders of the location.

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Wangsa, Ignasius Heri Satrya, Sulastri Sulastri, Muchsin Saggaf Shihab, and Yuliani Yuliani. "On being green in the social media interactivity’s information seeking-sharing: Case of Generation Z in Indonesia." Journal of Infrastructure, Policy and Development 8, no. 7 (2024): 4478. http://dx.doi.org/10.24294/jipd.v8i7.4478.

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Social media interactivity creates consumer’s space of information seeking-sharing where its intensity could produce knowledge, creates new values and changes behavior. The aim of this study is to exploratory investigate the dual role of Generation Z’s information seeking-sharing behavior within green context through the interactive space of social media as a resource for the development of social media marketing strategy. The research employs mixed-method approach of qualitative-explorative data mining, quantitative cross-tabulation Chi-Square test, and integration. Two findings of this resea

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Sedelnikov, V. M. "Categorical and concept apparatus for the transformation of catering enterprises’ marketing strategies." Vestnik Universiteta, no. 9 (October 31, 2022): 81–89. http://dx.doi.org/10.26425/1816-4277-2022-9-81-89.

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The article presents the results of a study of the transformation processes of catering enterprises’ marketing strategies. In particular, the study considers the views of domestic and foreign scholars concerning the definitions of the concepts of “loyalty”, “satisfaction” and “engagement”. It has been argued that they are complementary and mutually reinforcing. The main approaches to the marketing strategies transformation (product-oriented, customer-oriented and value-oriented) have been identified, the change of targets in the formation and implementation process of the marketing strategies

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Indounas, Kostis. "The antecedents of strategic pricing and its effect on company performance in the case of industrial service firms." Journal of Services Marketing 28, no. 5 (2014): 402–13. http://dx.doi.org/10.1108/jsm-02-2013-0031.

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Purpose – The purpose of this research paper is to examine the impact of a number of variables on the adoption of strategic pricing by industrial service firms, and the effect of this adoption on company performance. Design/methodology/approach – Data were collected from 301 industrial service firms operating in seven different service sectors through a mail survey. Moreover, qualitative research through 35 in-depth interviews was conducted. Findings – The findings reveal that market orientation and market growth boost the development of strategic pricing. On the other hand, technological and

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Junita, Audia, Ferdinand D. Saragih, and Andreo Wahyudi Atmoko. "BANKING SERVICE ORIENTATION MODEL IN STRATEGIC HRM AND SYSTEM DYNAMICS PERSPECTIVE." Jurnal Manajemen dan Kewirausahaan 21, no. 1 (2019): 9–20. http://dx.doi.org/10.9744/jmk.21.1.9-20.

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This paper seeks to explore a model of banking service orientation in strategic human resource management and system dynamic perspective, theoretically. As a scientific effort to develop a study of strategic human resource management. So far, the relationship between elements in strategic human resource management perspective as a system is only analyzed linearly. This article is the result of a literature study. An analysis is done narratively, to answer research problems. Research finding in the form of banking service-orientation model in strategic human resource management and system dynam

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Xolmuminov, Sh. "FUNDAMENTALS OF HR MARKETING RESEARCH OF THE RURAL LABOUR MARKET IN LABOUR-SURPLUS REGIONS." Journal of Science and Innovative Development 4, no. 3 (2021): 5–12. http://dx.doi.org/10.36522/2181-9637-2021-3-1.

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The article outlines the methodological foundations of HR marketing research of the rural labour market in labour-surplus regions of the Republic of Uzbekistan in the conditions of the functioning of a socially oriented market economy. The work examines the interrelated stages of HR marketing research in order to obtain reliable marketing information about the demand and supply of labour in the rural labour market: identifying problems and forming the goals of HR marketing research, collecting and analyzing information on the main elements of the rural labour market, determining the volumes an

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Kravchenko, Maryna, Valerii Pogorelov, and Serhii Bash. "Content-Driven Digital Marketing." Central Ukrainian Scientific Bulletin. Economic Sciences, no. 12(45) (2024): 253–63. https://doi.org/10.32515/2663-1636.2024.12(45).253-263.

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The publication is devoted to the study of the peculiarities of the use of content in modern marketing as a material created to attract customers, inform and interact with the target audience, which benefits them and contributes to the formation of a positive brand image. At the center of the scientific research are the features of digital methods of satisfying the information needs or interests of the audience, which is an important step towards converting potential customers into loyal customers. The problem of finding the best ways to create content and its subsequent use to attract, retain

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Palupi, Rety, and Micho Slavov. "TOURISM MARKETING: CONTEXT, CHALLENGES AND POTENTIAL." Jurnal IPTA 8, no. 2 (2020): 245. http://dx.doi.org/10.24843/ipta.2020.v08.i02.p09.

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Tourism is one of the leading and most dynamic sectors of the world economy, and for its rapid pace, it is recognized as the economic phenomenon of the century. Modern tourism is an increasingly intensive, business-oriented, and commercially organized group of activities, and tourism marketing is becoming ever more important for a destination’s competitiveness. In this context, our research aims to analyze and synthesize the challenges marketing of tourist destinations is facing. The approach taken in this paper is to assess the related literature and focus on the key points for future researc

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Andreana, Angelika Gita, and Finnah Fourqoniah. "Strategi Bisnis Berkelanjutan Pada Usaha Kuliner di Samarinda (Studi Pada Ecologico Café)." Jurnal Ecogen 7, no. 3 (2024): 385. https://doi.org/10.24036/jmpe.v7i3.16192.

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This research aims to determine the sustainable business strategy of Ecologico Café Samarinda with a focus on increasing sales of ecofriendly cafes in Samarinda. This research uses IFAS and EFAS analysis was carried out to compile a SWOT analysis matrix which was then followed by a litmus test and USG analysis to see the most strategic strategy to be carried out. The research results show that Ecologico Café Samarinda applies the green marketing concept with 4P indicators, and must implement growth-oriented strategies to maximize strengths and take advantage of opportunities. This research als

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Shihab, Muchsin Saggaff, and Ignasius Heri Satrya Wangsa. "SME’s Go Green: The Moderating Role of Social Media Marketing." International Journal of Religion 5, no. 10 (2024): 3621–34. http://dx.doi.org/10.61707/k9efyv71.

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SMEs have a strategic role as pillars of the national economy. In fact, the development of SME business capabilities is still limited, especially in responding to the present era of global green norms. This research aims to investigate the transformation of SME’s challenges into opportunities in the context of the era of green global norms ie. the impact of environmental strategy on green marketing performance moderated by social media marketing strategies. A quantitative approach was employed in this study. Using the purposive sampling technique, a total of 171 SME managers were obtained. Dat

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Parnell, John A. "Nonmarket and market strategies, strategic uncertainty and strategic capabilities." Management Research Review 41, no. 2 (2018): 252–74. http://dx.doi.org/10.1108/mrr-05-2017-0151.

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Purpose Amidst rapid development in emerging economies, greater emphasis on public–private partnerships and a more complex regulatory environment, nonmarket strategy (NMS) is now widely viewed as a key component of a firm’s overall strategy. This paper aims to investigate how nonmarket and market strategies are influenced by strategic uncertainties and capabilities and ultimately drive firm performance. Design/methodology/approach A survey addressing strategic uncertainties, capabilities, NMS and market strategy and firm performance was administered online to 193 practicing managers in the USA

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Gur, Furkan Amil, and Thomas Greckhamer. "Know Thy Enemy: A Review and Agenda for Research on Competitor Identification." Journal of Management 45, no. 5 (2018): 2072–100. http://dx.doi.org/10.1177/0149206317744250.

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Competitor identification, a core element of competitive dynamics, has been of long-standing interest to researchers in management and related disciplines. This broad interest has resulted in various definitions and conceptualizations of competitor identification as well as various approaches to studying it, which impairs the integration of existing knowledge aimed at answering vital questions regarding its nature, processes, and implications. To help researchers confront the complexities underlying this phenomenon, we identify, review, and organize theory and research on competitor identifica

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Sasadhara Sasmita, Niken, Santi Isnaini, and Irfan Wahyudi. "NHS International Hospital Branding Image Strategy Through Integrated Marketing Communication." Jurnal Spektrum Komunikasi 9, no. 2 (2021): 65–79. http://dx.doi.org/10.37826/spektrum.v9i2.194.

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This article results from research on the brand image strategy carried out by the National Hospital Surabaya (NHS) through integrated marketing communications. This study is on health services bases in the community currently entering the industrial and business era. The main problem arises in-hospital services, which have developed into an industry and are profit-oriented. This problem puts pressure on hospital managers and owners, especially on the cost dimension in private hospitals. Private hospitals must continue to improve management capabilities in carrying out hospital operations with

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Zakusilo, Vadim. "Functional aspects of marketing provision of economic security of an enterprise in the digital age." Ukrainian Journal of Applied Economics and Technology 2025, no. 2 (2025): 250–53. https://doi.org/10.36887/2415-8453-2025-2-49.

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This article aims to provide theoretical justification and systematization of the functional aspects of marketing support in ensuring enterprises’ economic security under digital transformation conditions. The study uses methods of analysis, generalization, and systematization of scientific sources, as well as a structural-functional approach, to identify the role of marketing support within the economic security system of enterprises. It has been established that modern marketing performs several strategically important functions – informational, analytical, reputational, client-oriented, com

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Oliveira, Eduardo Henrique da Silva. "Place branding in strategic spatial planning." Journal of Place Management and Development 8, no. 1 (2015): 23–50. http://dx.doi.org/10.1108/jpmd-12-2014-0031.

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Purpose – This paper aims to firstly depict the theoretical links between place branding and strategic spatial planning to provide further theoretical and conceptual foundations. Secondly, it aims to explore the roots of place branding theory and practice in Portugal, as well as how place branding has been approached (or not) in spatial development plans, strategic initiatives and policy documents by stating the territorial, spatial-economic and sectoral development trajectories for the country and its northern region. Design/methodology/approach – A content analysis of 20 spatial development

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Romadhon, Fauzi Ahmad, and Zuhrinal M. Nawawi. "Analisis Strategi Marketing Mix Dalam Meningkatkan Pengiriman Barang dan Jasa:." Economic Reviews Journal 1, no. 2 (2022): 96–108. http://dx.doi.org/10.56709/mrj.v1i2.20.

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The purpose of this research is to study how the marketing strategy of PT.JNE Express Patumbak Branch was developed and how the marketing strategy of PT.JNE Express Patumbak Branch was implemented. This research is a descriptive field study with a deductive model, conducted through structured and unstructured interviews. In addition to collecting data through observation, data management is carried out through methods of organization, organization, and analysis. This research is a quantitative research. Based on the results of a survey conducted by PT.JNE Express Patumbak Branch on products, p

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Romadhon, Fauzi Ahmad, and Zuhrinal M. Nawawi. "Analisis Strategi Marketing Mix Dalam Meningkatkan Pengiriman Barang dan Jasa:." Economic Reviews Journal 1, no. 2 (2022): 96–108. http://dx.doi.org/10.47467/mrj.v1i2.20.

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The purpose of this research is to study how the marketing strategy of PT.JNE Express Patumbak Branch was developed and how the marketing strategy of PT.JNE Express Patumbak Branch was implemented. This research is a descriptive field study with a deductive model, conducted through structured and unstructured interviews. In addition to collecting data through observation, data management is carried out through methods of organization, organization, and analysis. This research is a quantitative research. Based on the results of a survey conducted by PT.JNE Express Patumbak Branch on products, p

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Raden Mas, Djoko Pandji Dhyakso, and Virienia Puspita. "AI-Based Marketing Mix Model of Consumer Electronics Industry." PaperASIA 40, no. 6b (2024): 299–308. https://doi.org/10.59953/paperasia.v40i6b.303.

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This study explores the role of artificial intelligence (AI) in reshaping the marketing mix in Indonesia’s consumer electronics industry, focusing on traditional marketing elements—product, price, promotion, and place—along with service marketing elements such as people, process, and physical evidence. The primary novelty of this research lies in its approach of positioning AI not merely as an operational tool, but as a strategic driver of growth, essential for crafting responsive and consumer-centered marketing strategies, emphasizes AI’s role as a catalyst for strategic decision-making withi

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Mozafari, Bagher, Fatemeh Abdavi, and Mohammad Rasol Khodadadi. "Presenting a Model of the Impact of Elderly Exercise and Health-Oriented Lifestyle on Life Expectancy of the Elderly with the Mediating Role of Social Marketing." Health Nexus 2, no. 4 (2024): 22–32. http://dx.doi.org/10.61838/kman.hn.2.4.3.

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The aim of this study is to present a model of the impact of elderly exercise and health-oriented lifestyle on life expectancy of the elderly, with the mediating role of social marketing. The research method is qualitative and based on the thematic analysis approach. Based on qualitative research, the participants in this study included academic elites and experts in the field of elderly exercise. The sample selection in the qualitative section was done theoretically and in a judgmental manner. The estimated sample size was based on the theoretical saturation of the extracted components of the

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Maulana, Rokhman, Titi Prihatin, and Noor Hudallah. "Enhancing Competitive Edge: The Impact of Marketing Strategy and Market Orientation on Vocational School Performance Through Strategic School Image Management." JUMPA : Jurnal Manajemen Pendidikan 5, no. 2 (2024): 82–96. http://dx.doi.org/10.33650/jumpa.v5i1.9350.

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This study focuses on analyzing the influence of marketing strategies and market orientation on the marketing performance of private vocational high schools in Cirebon City, with school image as a mediating variable. The main purpose of this study is to understand how these two variables affect marketing performance directly and through the image of the school, as well as provide recommendations for school managers in improving competitiveness and marketing effectiveness. The research method used was quantitative with a survey approach, involving 100 respondents from various private vocational

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Bondarenko, Victoria A., Olesya V. Ivanchenko, Natalia V. Guzenko, and Dina E. Bekbergeneva. "Developing client-centred marketing programmes in a fragile external environment." E3S Web of Conferences 403 (2023): 08001. http://dx.doi.org/10.1051/e3sconf/202340308001.

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The background to this research was global economic instability, the impact of the pandemic and sanctions policies, which have had a negative impact on Russian trading companies. These facts make it necessary to reconsider strategic decisions with regard to adapting marketing planning in a turbulent external environment. The main purpose of this article is to improve approaches to the formation and implementation of customer-centric marketing programmes of a trade organization. Based on analytical research methods, an adaptive approach to developing a consumer-oriented marketing programme is p

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Juwita, Rina, Ainun Ni’matu Rohmah, and Annisa Wahyuni Arsyad. "Fostering Collaborative Growth: Strategic Communication and Capacity Building in PEKKA Women’s Entrepreneurial Projects." Indonesian Journal of Advanced Research 4, no. 1 (2025): 75–90. https://doi.org/10.55927/ijar.v4i1.13627.

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Strategic communication and focused capacity-building initiatives are essential for collaborative progress in underrepresented areas. This research investigates the function of strategic communication in promoting cooperation and augmenting the entrepreneurial capabilities of women heads of households (PEKKA) in Samarinda, Indonesia, using the MomPreneurs program. The project tackles critical obstacles, such as restricted access to technology, insufficient digital literacy, and ineffective marketing techniques. The program employs a participative method to include technical support, digital ma

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Ha, Hong-Youl, Raphaël K. Akamavi, Phillip J. Kitchen, and Swinder Janda. "Exploring key antecedents of purchase intentions within different services." Journal of Services Marketing 28, no. 7 (2014): 595–606. http://dx.doi.org/10.1108/jsm-01-2013-0025.

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Purpose – The purpose of this research is to investigate the direct and indirect effects of these determinants on purchase intentions. Competitive environments such as those in retail and banking industries impose increased pressure on managers to enhance customer satisfaction and purchase intentions. Even though satisfaction and purchase intentions are well studied in prior literature, their determinants such as service-oriented employee behavior, advertising campaign familiarity, physical environment and service quality have not been fully investigated together. Design/methodology/approach –

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Chika Tiara Pratiwi, Agnes Marcelina, Nadira Ardelia Putri, Tri Wahyu Utami, and Yanuar Ramadhan. "Strategi Pemasaran Berkelanjutan PT Unilever Indonesia Tbk dalam Menanggapi Tren Konsumen Ramah Lingkungan." JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan 4, no. 2 (2025): 634–41. https://doi.org/10.56910/jumbiwira.v4i2.2846.

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This research aims to analyze the sustainable marketing strategy implementedby PT Unilever Indonesia Tbk. in responding to the trend of environmentally friendly consumers. Increasing public awareness of environmental issues encourages companies to develop marketing approaches that are not only profit oriented, but also consider social and ecological aspects. This research uses the literature review method with a qualitative approach, by analyzing secondary sources such as scientific journals, annual reports, and the sustainability report of PT Unilever Indonesia Tbk in 2024. The results of ana

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Marsden, David, and Dale Littler. "Evaluating alternative research paradigms: A market‐oriented framework." Journal of Marketing Management 12, no. 7 (1996): 645–55. http://dx.doi.org/10.1080/0267257x.1996.9964442.

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Susanto, Heribertus, Aditia, Nurchalizah, and Suranti Astri Dwi. "Feasibility Analysis of Cemil Cemilin Business Development as an Entrepreneurship Practice for Accounting Students." Research Academy Journal of Innovation Data Analysis 1, no. 1 (2024): 19–28. https://doi.org/10.5281/zenodo.12592710.

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Objective: This study aims to conduct a comprehensive feasibility analysis of Cemil Cemilin, a snack business, focusing on various aspects including consumer needs, market conditions, legal compliance, technical feasibility, economic and social impacts, and financial viability. Methods: A descriptive research approach was employed, utilizing literature review, field study through observation and interviews with stakeholders, and financial analysis to evaluate the feasibility of establishing and operating Cemil Cemilin. Results: The study found that Cemil Cemilin possesses strong potential for

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Kuzo, Natalia, Natalia Kosar, and O. Oprysk. "ARGUMENTATION OF THE STRATEGIC DECISIONS OF CONFECTIONARY PRODUCERS BASING ON THE MARKET RESEARCH." Journal of Lviv Polytechnic National University. Series of Economics and Management Issues 4, no. 2 (2020): 153–64. http://dx.doi.org/10.23939/semi2020.02.153.

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The conducted research confirms that confectionary industry is currently one of the most developed constituents in the Ukrainian food industry providing a great number of work places for the related economies. The financial-economic and political crisis in Ukraine and coronavirus pandemic have negatively influenced development of that branch of economy. However, large domestic confectionary producers are oriented on the use of the strategies of growth, search for the directions to intensify their competitive advantages at the market. Nevertheless, argumentation of their strategic decisions sho

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Veghes, Călin, Andreea Strâmbu-Dima, and Laurentiu Stoenică. "EU Consumers, Renewable Energy, and Sustainable Development – An Exploratory Market-Oriented Research Approach." European Journal of Sustainable Development 13, no. 4 (2024): 85. http://dx.doi.org/10.14207/ejsd.2024.v13n4p85.

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The European Union countries are working to reach the truly ambitious objective of achieving a climate-neutral continent by 2050. Increasing the employment of renewable energy is one of the strategic directions promoted to fulfill this purpose. Although the socioeconomic and political context has accelerated the use of renewable energy sources, shifting to green energy raises significant challenges and generates a substantial impact both at the macroeconomic and microeconomic levels, with particular attention given to the overall behavior of the EU consumers within this transitional process. T

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Ketova, Natalya, and Victor Ovchinnikov. "STRATEGIC MANAGEMENT OF INNOVATIVE CHANGES IN THE RUSSIAN ECONOMY: ASSESSMENTS AND MAIN APPROACHES." Revista Gestão & Tecnologia 24, no. 2 (2024): 258–69. https://doi.org/10.20397/2177-6652/2024.v24i2.2763.

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The article presents the results of research into the processes of managing innovative changes in the Russian economy. It demonstrates the main trends that have developed in the management of modern companies and the factors and conditions for their implementation within the framework of organizational, marketing, and digital support. The authors conclude that this kind of support plays a major role in achieving high results in managing innovative changes. It serves as a growth point in the efficiency of companies, stimulating innovative changes in their organization and forming their high inv

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Aditya Pratama, Muhammad, Syamsu Hidayat, and Rosyidah Rosyidah. "SWOT Analysis of the Marketing Mix Strategy of Integrated Heart Services of Pku Muhammadiyah Gamping Hospital in the Era of National Health Insurance." Jurnal Indonesia Sosial Teknologi 5, no. 9 (2024): 3727–41. http://dx.doi.org/10.59141/jist.v5i9.4630.

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The referral system in the National Health Insurance policy is a challenge for class B hospitals. This research aims to analyze the marketing mix strategy for Cardiac Vascular Center carried out by the PKU Muhammadiyah Gamping hospital in the National Health Insurance era. The research approach used is qualitative with a case study type of research. The subjects of this research are internal hospital informants and were selected based on purposive sampling criteria, namely those related to the marketing strategy of the hospital's superior services. Based on the results of the SWOT analysis, an

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Yang, Qian, Yi Liu, and Yuan Li. "How do an alliance firm’s strategic orientations drive its knowledge acquisition? Evidence from Sino-foreign alliance partnership." Journal of Business & Industrial Marketing 34, no. 2 (2019): 505–17. http://dx.doi.org/10.1108/jbim-05-2018-0158.

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Purpose This paper aims to investigate how a Chinese firm’s strategic orientation impact its knowledge acquisition from its foreign alliance partners through governance mechanisms used in the Sino-foreign alliance partnership. Design/methodology/approach This research first proposes an integrated model which links a firm’s strategic orientations (entrepreneurial and market orientations), governance mechanism (contract and trust controls), and its knowledge acquisition together. Then, this research collected data from 198 Chinese firms involved in Sino-foreign alliances to test the conceptual m

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Sofyan, Ivan, and Lili Karmela Fitriani. "Pengaruh Strategi Green Marketing Terhadap Kepuasan dan Loyalitas Pelanggan Mcdonald’s." Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan 4, no. 2 (2023): 285–300. http://dx.doi.org/10.31949/entrepreneur.v4i2.5662.

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Research objectives 1) analyze the effect of green marketing on customer loyalty 2) analyze the effect of green marketing on customer satisfaction 3) analyze the effect of customer satisfaction on customer loyalty 4) analyze the effect of customer satisfaction in mediating green marketing with customer loyalty According to the level of explanation, this research includes relational or associative research, namely research that aims to determine the relationship between two or more variables. Retrieval of research data oriented towards McDonald's customers in Cirebon City as many as 150 custome

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NAVROTSKA, T. A., I. B. SHEVCHENKO, L. P. SHENDERIVSKA, and I. B. SHEVCHENKO. "Adaptive management of the marketing subsystem of an innovatively oriented enterprise in the conditions of digitalization, globalization and activation of security mechanisms." Market Relations Development in Ukraine №1(260)2023 133 (March 30, 2023): 66–73. https://doi.org/10.5281/zenodo.7787021.

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Relevance of the research topic. The study of the issue of adaptive management of the marketing subsystem of an innovatively oriented enterprise in the conditions of digitalization, globalization and activation of security mechanisms is conditioned by the lack of similar comprehensive studies. Formulation of the problem. The marketing subsystem of the enterprise is a creative management activity, the task of which concerns the development of the market for goods, services and labor force by assessing the needs of customers, carrying out practical measures to satisfy these needs. With the help

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Catayoc, Rabel B. "Privacy, Promotion, and Platform Pitfalls: The Case of How Telegram’s Marketing Approach Inadvertently Attracted Illicit Actors." Randwick International of Social Science Journal 6, no. 2 (2025): 60–78. https://doi.org/10.47175/rissj.v6i2.1127.

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ABSTRACT This paper examines how Telegram's market positioning, digital marketing strategies, and privacy-oriented business model have unintentionally created an attractive environment for criminal activities. Applying established marketing frameworks—including the Segmentation, Targeting, Positioning (STP) model and the marketing mix (4Ps: Product, Price, Place, Promotion)—alongside consumer behavior theories of trust and anonymity, this study analyzes Telegram's business practices. A comprehensive literature review on platform marketing, digital anonymity, cybersecurity, and darknet market t

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Kartika, Dinda, and Nurul Jannah. "Analisis Strategi Pemasaran PT. Bank Sumut Kantor Cabang Pembantu Syariah Karya dalam Meningkatkan Jumlah Nasabah Pembiayaan Multiguna." Regress: Journal of Economics & Management 2, no. 1 (2022): 113–17. http://dx.doi.org/10.57251/reg.v2i1.310.

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Marketing strategy is a continuation of the form of market introduction, which will be related to what strategy will be used in marketing the product so that it can be accepted in the market. The marketing strategy of Islamic Banks is one of the steps that must be taken in marketing banking products and services as indicated by increased sales. The increase in sales is oriented towards fund-raising and customer-oriented products, improving service quality and increasing fee-based income. The purpose of this study was to determine the marketing strategy of PT. Bank Sumut Sharia Karya Sub-

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