Artículos de revistas: "Business logistics Marketing channels New products"

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Vasylkivsky, Dmytro y Anna Shevchuk. "THE CONCEPT OF BUSINESS COOPERATION IN THE FORMATION OF LOGISTICS DISTRIBUTION CHANNELS". Regional’ni aspekti rozvitku produktivnih sil Ukraїni, n.º 25 (2020): 5–12. http://dx.doi.org/10.35774/rarrpsu2020.25.005.

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Introduction. The article is devoted to the formation of a theoretical concept about the loyalty of consumers in the distribution channels of finished products as some complex economic phenomenon. The article addresses the problem of distribution channels and their effective formation which is one of the utmost importance at present time. The results showed that distribution channels are an important link in the value chain, which contribute to achieving a balance of interests of functionally related businesses that ensure the delivery of goods from producer to consumer. It is determined that the recent changes in the activities of wholesale and retail intermediaries are associated with changes in purchasing behavior, the development of network retail, the emergence of new forms and methods of selling goods, the active use of information technology and online interaction. Goal. Development of conceptual provisions for business cooperation in marketing distribution channels. Results. It is substantiated that the traditional market space, dominated by the manufacturer, is evolving and is now taking the form of what is called a market space focused on distribution. It is proved that within this space there is a shift of emphasis from competitive relations between participants of distribution channels to relations of cooperation and partnership. This requires the development of new mechanisms of interaction in such distribution channels, taking into account the economic interests of their participants and ensuring consistency of action based on the concept of business cooperation. It is noted in the article that the need to expand the boundaries of interaction arises due to the need to increase the efficiency of enterprises through the possibility of using the skills, resources and assets of business partners. It is proved that cooperation in modern conditions becomes the basis for ideas generation, innovations development, and a source of sustainable competitive advantages that contribute to the formation of a unique strategic asset – a partnership network based on a long-term mutually beneficial relationships of business partners in the chain of created value. At the same time, the refusal to cooperate leads to differences in the interests, goals and functions of participants in marketing distribution channels, which entails conflicts and increases costs in the process of delivery of goods from producer to final consumer.

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Singh, Ramendra, Jitender Kumar y Avilash Nayak. "AGROY: creating value through smart farming". Emerald Emerging Markets Case Studies 9, n.º 3 (13 de diciembre de 2019): 1–31. http://dx.doi.org/10.1108/eemcs-10-2018-0214.

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Learning outcomes This case study outlines the marketing, strategic and organizational issues facing the ever-expanding agri-inputs market in India, through the perspective of Agroy – an agri-products company. This case can be used to assist in the teaching courses such as marketing management, rural marketing, business strategy, operations and logistics management, among others, for students of MBA or other specialized courses in management. The case has been developed to make students aware and to understand the arduous nature of setting up a company catering to the huge Indian agri-inputs market. This case delves into the complexities of marketing in rural India that is characterized by low technological awareness, low volumes of digital transactions and immense language barriers. The Indian agricultural market is huge and has undergone a considerable amount of change owing to competition among multinational companies and traditional local micro-retailers. This case discusses the various challenges faced by multinational companies in entering India and how they need to strategize to modify their Western model of a distribution channel which faces huge challenges when put to test in India. Specific learning outcomes include: the case study would help students to comprehend the new business strategies that an MNC could adopt in emerging markets. Some companies work on changing traditional and conventional value chains of activities to fit the emerging market customer’s best and hence companies needs to figure out a unique business model to compete in emerging markets. This case study gives readers the opportunity to think about strategy in an uncertain environment. The case illustrates the challenges associated with innovating new business ideas that would help the company serve a greater number of people from a diverse background. It highlights the importance of thinking about real options, a portfolio of projects and the type of organizational structure required to tackle the uncertainties associated with foreign companies aiming to enter the Indian market. It also explores marketing and distribution issues – which are the type of customers to target and which are the suitable geographic areas with suitable linguistic compatibility in which there shall be ease in doing business. Finally, it is an avenue for students to think about the changes necessary throughout the distribution channel to successfully implement and commercialize a project in rural India. The case is intended to work well as a learning tool for strategy implementation where uncertainty is inherent and as an application to lectures on real options and risk or for discussions related to marketing and distribution channels and its challenges. Case overview/synopsis The Indian agricultural market plays an important role in India’s economy having a staggering 58 per cent of rural households depending on it as the principal means of livelihood. However they have very small landholdings, and hence, they find it difficult to order either large quantities or in bulk, as a result of which the cost of agricultural inputs gets enhanced. Agroy, an MNC, is one of the many companies that have stepped in to bridge this gap by trying to tap into the huge agricultural market. Agroy aspires to be the “UBER of agriculture.” Agroy is a cloud-based buying platform for farmers to buy agri-inputs efficiently at scale and at the best price from around the world. With big data and smart farming, the company aims to enhance farm sustainability and productivity. Agroy’s competitors like Agro Star and Big Heart also have similar business models and hence the competition is stiff. The three debatable questions that the case poses are: Will Agroy be able to shatter the age-old loyalty that Indian farmers have toward local retailers and other Indian companies that have an existing strong foothold in the market? Will similar distribution models as practiced in developed Western countries work in India, given the distribution challenges in deep rural Indian hinterland? Will Agroy be able to create sustainable business models by marketing agri-inputs at low prices in India? Complexity academic level MBA in courses such as entrepreneurial marketing, strategic marketing, agricultural marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing.

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Rao, Vithala R. y Edward W. McLaughlin. "Modeling the Decision to Add New Products by Channel Intermediaries". Journal of Marketing 53, n.º 1 (enero de 1989): 80–88. http://dx.doi.org/10.1177/002224298905300107.

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Using data collected on new products presented to a major channel intermediary, the authors estimate logistic regression models to describe the intermediary's accept/reject decisions for those products. Results indicate how different variables influence those decisions. The logistic model is shown to fit extremely well with excellent validation performance. Implications of these results for marketing strategies and for improving performance of the marketing system are discussed.

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Karaxha, MSc Hidajet y Dr Sc Ilia Kristo. "The Logistics and Management of Distribution Channels – The Case of Kosovo". ILIRIA International Review 6, n.º 1 (27 de julio de 2016): 37. http://dx.doi.org/10.21113/iir.v6i1.224.

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By coordinating their activities, companies aim to provide available products for their clients in the right place and time. Logistics activities have always been essential for companies, and therefore the logistics of the business and the management of the supply chain is a synthesis of many concepts, principles and methods from some of the most traditional fields of marketing, manufacture, accountability and transport, and also of the disciplines of mathematics and economy. This paper deals with the main aspects of logistics, business and management of the supply chain, and with the main aspects of the strategies and competitive incomes of the company. These aspects include transportation, inventory, processing, purchase, storage, treatment, packing, the standards of customer service and production. We have also described the role of the marketing of logistics as a system of planning which guarantees that the order will be executed in time, in the fastest way possible and with a low cost. The effective management of distribution channels affects the firms to realize an efficient process of distribution, in distributing the final products from the producer to the last consumer and in this way it helps these firms to grow their market and sales, and built strong relations with their clients. This paper includes empirical data that were collected by questionnaires and interviews, and subsidiary data as well, based on the review of the existing literature regarding logistics and the management of distribution channels. The collection of primary data was realized by the compilation of a questionnaire, which helped in developing contacts. The research was realized with owners, directors, managers and other holders of Kosovan companies. The sample is intentional (not probable).

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Ricks, Elizabeth H. y John Yi. "Analyzing the Effectiveness of Pharmaceutical Marketing Using Business Intelligence Methods". International Journal of Business Intelligence Research 3, n.º 3 (julio de 2012): 1–15. http://dx.doi.org/10.4018/jbir.2012070101.

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Pharmaceutical companies have traditionally marketed their products through a combination of several channels: sales details to physicians, direct-to-consumer advertising, professional medical journal advertising, sponsorship of meetings and events and e-promotion. With an impending patent cliff and subsequent loss in revenue, the industry must depend on, among many factors, recently launched products to offset the revenue loss. Coupled with increased generic competition, companies must evaluate the return on investment of their marketing dollars. This paper analyzes the effectiveness of traditional marketing methods, both industry-wide and for recently launched products, using the latest Business Intelligent methods. The dataset used in this paper is a sample of prescription, promotional, competitive, and product data from SDI Health. The analysis in this paper reveals that traditional marketing methods have a decreasing level of impact with the number of prescriptions dispensed, and describes new potential channels for marketing, as well as collecting and analyzing data to aid the industry improve its resource utilization.

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Rubio, Sergio, Beatriz Jiménez-Parra, Antonio Chamorro-Mera y Francisco J. Miranda. "Reverse Logistics and Urban Logistics: Making a Link". Sustainability 11, n.º 20 (15 de octubre de 2019): 5684. http://dx.doi.org/10.3390/su11205684.

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This work is aimed at analyzing potential links between reverse logistics and urban logistics and describing opportunities for collaboration between both areas of research. A description of the current state-of-the-art is provided in order to highlight the main challenges faced by both disciplines. For example, regarding reverse logistics, new recovery options, marketing strategies for recovered products, and legislation issues on the return of products in specific contexts; in regards to urban logistics, long-term planning, stakeholders’ engagement, information management, efficiency, reliability and safety, and new business models are some of such key challenges. Despite the growing interest shown in both logistics areas and their relevance for companies and consumers, reverse logistics and urban logistics are two concepts that are still somewhat unknown and, above all, treated as being relatively separated. However, there exist some aspects where the two disciplines converge and that may represent opportunities for collaboration, for example, the proper treatment and management of urban waste, and the efficient management of commercial refunds and returns. In addition, other key issues, such as land use, city typology, infrastructures, and stakeholders’ engagement should be further analyzed in order to keep advancing in the description of links between both areas.

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van Damme, Dick A. y Marinus J. Ploos van Amstel. "Outsourcing Logistics Management Activities". International Journal of Logistics Management 7, n.º 2 (1 de julio de 1996): 85–94. http://dx.doi.org/10.1108/09574099610805548.

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In most developed economies the costs of logistics management are steadily growing and account for an increasing proportion of the gross national product. Logistics costs have become an important part of the added value of products and logistics management is increasingly regarded as an important weapon in the international competitive struggle, in particular by large market‐oriented companies. The emphasis in marketing strategies is shifting from product and price to promotion and place. Rapidly changing customer demands have an increasing effect on company policies. Reduction of product life cycles and assortment expansion will lead to faster development and delivery of new products and to smaller‐sized and more frequently placed delivery orders. Advancing technology will cause production to require more focus. Customers are becoming more demanding and manufacturers have to react faster to changing demand on the part of both private consumers and industrial customers. This requires enormous flexibility, which will be increasingly aimed at conquering and securing sales potential in the liberalized European market. Successful companies will focus on core activities. Activities other than core activities, but serving them, will have to be outsourced.

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Grewal, Rajdeep, Amit Saini, Alok Kumar, F. Robert Dwyer y Robert Dahlstrom. "Marketing Channel Management by Multinational Corporations in Foreign Markets". Journal of Marketing 82, n.º 4 (julio de 2018): 49–69. http://dx.doi.org/10.1509/jm.16.0335.

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Multinational corporations (MNCs) are adopting increasingly diverse and complex marketing channels to sell their products worldwide. They strive to manage channels that confront diverse demands from headquarters, foreign subsidiaries, and local partners as well as complex market environments. Because extant research on MNCs’ marketing channels is sparse, the authors propose an organizing framework to spur and guide research on MNC channel management. As a meta-theory that integrates economic and social elements of MNC channel management, the political economy perspective is used to propose two testable frameworks pertaining to determinants of (1) MNC marketing channel structures and processes and (2) MNC marketing channel outcomes. Building on these frameworks, the authors advance a research agenda to test substantive relationships, elaborate new constructs, and illustrate new contexts pertaining to MNC marketing channels. A set of propositions illustrates the applicability of these conceptual frameworks.

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Kiessling, Timothy, Michael Harvey y Levent Akdeniz. "The evolving role of supply chain managers in global channels of distribution and logistics systems". International Journal of Physical Distribution & Logistics Management 44, n.º 8/9 (30 de septiembre de 2014): 671–88. http://dx.doi.org/10.1108/ijpdlm-06-2013-0166.

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Purpose – Supply chains have become a strategic strength to many firms due to the nature of the globalization of business. The past roles of supply chain managers have changed dramatically and now also include various new duties that will enhance firm competitiveness due to their boundary spanning nature and the new focus of learning organizations. The paper aims to discuss these issues. Design/methodology/approach – This was a theoretically developed paper exploring trust, learning organizations, and supply chains. Findings – Researchers are now focussing on the relationship among the supply chain network through the paradigm of relational marketing as the governance structures of contractual arrangements globally cannot be anticipated. Originality/value – The research through the lens of relational marketing explores how supply chain managers’ core duties are now compounded by global/cultural nuances in respect to implicit knowledge acquisition and relationship development through strong-form trust.

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Schmit, Todd M. y Stephen E. Hadcock. "Assessing Barriers to Expansion of Farm-to-Chef Sales: A Case Study from Upstate New York". Journal of Food Research 1, n.º 1 (31 de enero de 2012): 117. http://dx.doi.org/10.5539/jfr.v1n1p117.

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<p>Columbia County Bounty is a local organization made up of farmer and culinary business members, with a mission that includes promoting connections between local agricultural producers and culinary businesses. A case study was conducted to address questions raised by CCB related to expanding farm-to-chef marketing in their area. Common barriers for restaurants included larger time commitments, inconvenience, and consistency in product volumes and quality; however, satisfaction with local wholesale distributors may create new opportunities for farmers to work collaboratively with them in including more local products in their distribution. A closer inspection of channel performance by farms in the study will drive changes in future channel strategies and utilization of farm-to-chef marketing, as farms are already benefiting from strong direct marketing channels and restaurants procuring local products from these channels.</p>

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Đalić, Irena, Željko Stević, Živko Erceg, Perica Macura y Svetlana Terzić. "Selection of a distribution channel using the integrated FUCOM-MARCOS model". International Review, n.º 3-4 (2020): 80–96. http://dx.doi.org/10.5937/intrev2003080q.

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The management of manufacturing companies faces a number of decisions, and one of the most important is the selection of distribution channels. A large number of these companies do not sell their products directly to end consumers. For this reason, there are marketing intermediaries between manufacturers and end consumers whose primary function is to connect manufacturers and consumers. Their task is to provide the goods from manufacturers to consumers with the satisfaction of logistics characteristics: at the right time, at the right place and in a form that is convenient to use, and certainly with minimal costs. Distribution is one of four marketing mix instruments without which the optimal combination of the instruments would not be obtained. Thus, the decision on selecting distribution channels is as important as the decisions regarding products, prices and promotion. Based on the set criteria and the evaluation of certain distribution channels by the criteria, the management of the company will be able to make the best decision. The evaluation of distribution channels based on the set criteria was performed by marketing experts and experts in certain markets using an integrated multi-criteria model. The FUCOM method was applied to determine the significance of the criteria, and then the distribution channels were evaluated by applying the new MARCOS method. Thereafter, a sensitivity analysis was performed using other MCDM methods to verify the results previously obtained.

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Yuen, Simon S. M. y Calvin Cheng. "Distribution logistics of online fashion retail business in China: A case study of VANCL". International Journal of Management Excellence 12, n.º 1 (31 de diciembre de 2018): 1768–73. http://dx.doi.org/10.17722/ijme.v12i1.1050.

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The rapid development of information technologies brings more convenience to people. Information technologies, especially the Internet, not only save time for consumers and companies but also provide them with more channels and opportunities for interaction and conducting transactions. One business revolution brought by Internet is online shopping – shopping and buying products in online stores or websites. Nowadays, online shopping has become a new consuming model for consumers both in China and around the world. This paper analyses online shopping for fashion in China and investigates the impact of online shopping on logistics industry using the case of “VANCL”.

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Alfirahmi, Alfirahmi. "FENOMENA KOPI KEKINIAN DI ERA 4.0 Ditinjau dari Marketing 4.0 dan Teori Uses and Effect". LUGAS Jurnal Komunikasi 3, n.º 1 (9 de julio de 2019): 24–32. http://dx.doi.org/10.31334/ljk.v3i1.410.

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The Luckin coffee phenomenon in China, and the development of information and communication technology have triggered the development of contemporary coffee in Indonesia. The contemporary coffee that combines coffee with milk, coupled with putting forward the concept of an instagrammable, comfortable outlet, is the main attraction for the millennials. This study uses the uses and effect theory, and the marketing concept 4.0. The method used in this research is qualitative method. The results obtained from this study are that the marketing method carried out by coffee now promotes marketing 4.0, by integrating marketing channels, payment channels and logistics channels through online and offline systems. If coffee was once known as drinks for elder people, with the development of technology, many marketers are utilizing the interaction of internet users to market their products. Another impact of technological development is the emergence of convergence. Convergence in this case not only on the impact of media on life, but convergence has given rise to a new culture. This can be seen from the number of young people who began to use coffee as part of a culture of friendship and style in social activities.

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Vlachopoulou, Maro, Christos Ziakis, Kostas Vergidis y Michael Madas. "Analyzing AgriFood-Tech e-Business Models". Sustainability 13, n.º 10 (14 de mayo de 2021): 5516. http://dx.doi.org/10.3390/su13105516.

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The agribusiness sector shows tremendous growth and sustainability prospects by exploiting the challenges of “AgriFood-Tech” business models in the digital environment, by encouraging innovation, accelerating institutional and structural change, enhancing productivity, and introducing new products and services to the market. The purpose of this study is to investigate different types of “AgriFood-Tech” digital models and analyze their role in the agribusiness and AgriFood sector. Based on relevant literature research, the authors present and discuss five indicative examples of “AgriFood-Tech” models, using the Business Model Canvas (BMC) framework. The methodology included the analysis of the components of innovative AgriFood innovative business models paradigms, such as distribution channels, key partnerships, customer selection and relationships, financial viability, and value proposition. The goal was to explore their building blocks and the required decisions that create, deliver, and capture value. Our findings highlight the importance of specific features of the models, including online sharing of information between the stakeholders, online searches of agri-products, and logistics services in the agribusiness sector.

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Parfenov, Alexander, Lubov Shamina, Jiahui Niu y Vladimir Yadykin. "Transformation of Distribution Logistics Management in the Digitalization of the Economy". Journal of Open Innovation: Technology, Market, and Complexity 7, n.º 1 (6 de febrero de 2021): 58. http://dx.doi.org/10.3390/joitmc7010058.

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A problem predicted by experts with the onset of the COVID-19 pandemic is that many markets, in particular, the restaurant market, the tourism market, and the entertainment market, will face long-term stagnation in the near future due to outflow of financial resources. On the other hand, even though the standards of social interactions have changed, the basic needs of modern society for nourishing and varied food, entertainment and experiences cannot disappear as a result of a pandemic. The goal of our study consisted of gaining insights into the new hybrid practices of logistics and customer services that business needs to master in the new environment, combining offline and online activities. We have found that success in the market is achieved by organizations that regularly generate new entrepreneurial, scientific and technical ideas and consolidate their own and attracted resources to create, develop and launch new products, services and technologies on the market. Employing analytical methods, we have characterized the drivers of the transformation of distribution logistics management in the context of the digitalization of the economy, concluding that this process primarily affects the management of distribution channels. The features of transformation in the management of international distribution channels are studied. The requirements for logistics management in this functional area of management are defined.

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Sabadash, Viktor, Yaroslava Chorna y Kateryna Falko. "International Logistics Systems: Research of Transformations under the Influence of Recession and Definition of Perspective Directions of Logistics Architecture Development". Mechanism of an Economic Regulation, n.º 4 (2020): 70–80. http://dx.doi.org/10.21272/mer.2020.90.05.

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The recession caused by the COVID-19 pandemic is affecting the activities of economic operators in the vast majority of sectors. It is obvious that the impact of the pandemic factor on the transport and logistics sector has reached a significant scale. Logistics companies involved in the movement (delivery) and storage of goods (cargo) were directly affected by SARS-CoV-2. As an integral part of production and distribution chains both domestically and in the global market, logistics companies directly promote trade and commerce and help companies deliver their products (goods) to customers (buyers, consumers). Thus, supply chain disruptions caused by the pandemic significantly affect the competitiveness of companies, communications, economic growth, job creation and preservation, business scaling. The paper examines the functioning of logistics systems and international transport supply chains in the difficult conditions of recession caused by the COVID-19 pandemic. A critical analysis of the architecture, capabilities and efficiency of global logistics and the challenges that shape modern trends and behaviour (production, sales, marketing, etc.) of economic entities. The paper examines the effects of the SARS-Cov-2 pandemic on the efficiency of these systems, namely – economic and marketing aspects, as well as changes in the organizational structure. The study identifies and analyses current transformations of trade and logistics relations and emphasizes the need to develop a new logistics architecture taking into account key factors influencing the industry through the definition of a set of economic (financial, commercial, investment) indicators that reflect the state of the industry with further development of effective strategic measures to support and develop logistics architecture based on innovation and implementation of non-conflicting business practices.

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Omelchenko, Volodymyr, Ganna Omelchenko y Oleksandra Omelchenko. "Рerspectives of world potential development electronic logistics market". Marketing and Digital Technologies 4, n.º 3 (25 de septiembre de 2020): 55–62. http://dx.doi.org/10.15276/mdt.4.3.2020.6.

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The aim of the article. The article emphasizes that the transformations taking place in the modern world economy under the influence of accelerating scientific and technological progress, processes of informatization, globalization and regionalization have led to the formation of new approaches and methods of doing business. The results of the analyses. The global world is constantly advancing to the information-innovation era, the network economy, in which most business becomes electronic and is carried out on the Internet on the basis of information and communication technologies (ICT). Complications of foreign economic relations due to the intensification of competition in world markets determine the need to develop new mechanisms to ensure the sustainable development of global e-business. The implementation of the information society development strategy in the world's leading countries (USA, Japan, Germany, etc.) shows that one of such priority tools for the growth of the e-commerce market is its gradual logistics. Conclusions and perspectives for further research. Due to the generalization of modern directions of world development e-logistics market (its further consolidation through a system of mergers and acquisitions; creation of international research and production alliances to develop new software products for e-logistics; rapid growth of the potential of the mobile commerce segment; expanding the scope of commercial services provided to consumers worldwide network) developed and substantiated a system of mechanisms for sustainable development of international and national electronic logistics markets, the basic basis of which is the strategic interaction and interdependence of institutional, innovation and technological, marketing, infrastructure and logistics and financial and economic transformations. This makes it possible to create an analytical basis for assessing the development of its individual segments in terms of effective integration of the country into the global market for electronic logistics. Keywords: world electronic logistics market, mechanisms of e-logistics, structural transformations, sustainable development of e-logistics.

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Rogers, Dale S., Douglas M. Lambert y A. Michael Knemeyer. "The Product Development and Commercialization Process". International Journal of Logistics Management 15, n.º 1 (1 de enero de 2004): 43–56. http://dx.doi.org/10.1108/09574090410700220.

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Product development and commercialization is the supply chain management process that provides structure for developing and bringing to market new products jointly with customers and suppliers. Effective implementation of the process not only enables management to coordinate the efficient flow of new products across the supply chain, but also assists supply chain members with the ramp‐up of manufacturing, logistics, marketing and other related activities to support the commercialization of the product In this paper, the product development and commercialization process is described in detail to show how it can be implemented. To do this, the process is described in terms of its sub‐processes and associated activities, and the interfaces with business functions, other supply chain processes and other firms. Examples of successful implementation are provided.

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Aćimović, Slobodan, Veljko Mijušković y Vesna Rajić. "The impact of reverse logistics onto green supply chain competitiveness evidence from Serbian consumers". International Journal of Retail & Distribution Management 48, n.º 9 (6 de marzo de 2020): 1003–21. http://dx.doi.org/10.1108/ijrdm-04-2019-0142.

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PurposeThe purpose of this paper is to explain what determines the influence of reverse logistics onto green supply chain competitiveness and to find out if that influence is always uniform.Design/methodology/approachThe paper contains an empirical research conducted using a survey-based study, which encompassed a sample size of 228 participants and final consumers that have experience in buying/using products derived from the reverse logistics process.FindingsThe results indicate that the influence of reverse logistics onto green supply chain competitiveness is dependent on the product return option and is mainly negative with Serbian consumers, since the perceived quality of each of the three return options is considered to be inferior compared to new products.Practical implicationThe study's empirical results show the there is a generally negative perception among consumers regarding the perceived quality of each of the three product return options, thus directly questioning the general justification of using reverse logistics in Serbian business practice. That is a sign for Serbian managers to enhance their efforts to raise future awareness of the green initiatives importance among business partners, but also final consumers.Originality/valueThe study`s contribution is twofold: first, it helps to additionally test the established and known methodology created by Hazen et al. (2011), thus contributing to the practical dimension of international comparability concerning consumer perceptions. Second, the study adds to research by addressing the gap in practical surveys regarding the reverse logistics practices.

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Zen, Humberto Davi y Janaína Balk Brandão. "ANALYSIS OF THE PRODUCTION AND MARKETING OF ORGANIC VEGETABLES IN THE STATE OF NEW YORK: A CASE STUDY". Revista Produção e Desenvolvimento 4, n.º 2 (21 de abril de 2018): 1–20. http://dx.doi.org/10.32358/rpd.2018.v4.295.

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The aim of this paper is to analyze the production and marketing structure of a certified family establishment for organic food production in New York State and compare it with the scientific literature. In order to establish a high coordination between the production and commercialization processes, the farmer uses a productive and business planning supported by detailed records of previous seasons and sales and constant attention to the movements and trends of the markets and of the consumers of his products. Thus, it is verified that the productive activities are oriented by a schedule elaborated according to the expectations of demand for each moment of the productive season. On the marketing side, organic certification proves to be a competitive advantage and a way of adding value to the product, and it enables access to different marketing channels, what allows the farmer to reach different groups of consumers. In this case, the direct marketing, especially in the Farmer's Market, is the most relevant marketing channel for both amount of products and revenue share.

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Novytska, Iryna, Iryna Chychkalo-Kondratska, Maryna Chyzhevska, Hanna Sydorenko-Melnyk y Liubov Tуtarenko. "Digital Marketing in the System of Promotion of Organic Products". WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 18 (5 de marzo de 2021): 524–30. http://dx.doi.org/10.37394/23207.2021.18.53.

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The availability of digital technologies for a wide variety of companies opens up fundamentally new opportunities for the collection and analysis of information about markets and consumers, the implementation of marketing communications with customers and the formation of brand awareness. Digital marketing provides interaction with customers and business partners using digital information and communication technologies and electronic means. The purpose of the research is to study the features of digital marketing in the sphere of promotion of organic products based on the investigation of the experience of European Union’s countries. Design/Methodology/Approach: economic and statistical analysis and comparison; economic and mathematical method; formalization; analysis and synthesis; historical and logical methods; generalization. As a result of the study, it has been established that the development of digital marketing in the sphere of promoting organic products is in its infancy. It depends on the structure of producers, which is formed according to the principle of family farms or small farm enterprises with no more than 15 employees without a special position of a marketer. It has been proved that social networks are the main channels of digital marketing of enterprises - producers of organic products, forasmuch as they do not require additional costs to attract a specialist on marketing.

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Zhu, Qinying, Luyang Yu, Jing Luo y Songlin Cao. "AMOS-based analysis of factors influencing customer loyalty". E3S Web of Conferences 251 (2021): 03068. http://dx.doi.org/10.1051/e3sconf/202125103068.

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In order to better reduce the cost of e-commerce operations and save resources for marketing promotion, e-commerce merchants must adopt a reasonable and effective way to screen customers and improve the competitiveness of their own products. This paper takes the measurement of latent variable customer loyalty as the starting point, collects data through the design of questionnaires as the research basis, and uses Analysis of Moment Structure (AMOS) to construct structural equation model to conduct a validating factor analysis. It was found that the hypotheses proposed from the three subjects of business, customers themselves and logistics are all basically valid, and all three have a positive impact on loyalty. Ecommerce businesses should improve the service quality of their stores, ensure that their products can meet the needs of most customers, and build a good brand image, and should also carefully choose logistics companies that are reliable and new to customers to cooperate with.

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Proskurnina, N. V. "Transformation of Business Models of Retail Enterprises in the Conditions of Digitalization". Business Inform 10, n.º 513 (2020): 384–91. http://dx.doi.org/10.32983/2222-4459-2020-10-384-391.

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The article is aimed at generalizing the theoretical and practical principles of transformation of business models of retail enterprises in the digitalization of the economy. The determinants of innovative transformation of retail business models are characterized, which allow, based on internal and external conditions, to critically rethink and adjust the basic principle by which value is created. The need to search for ideas of the latest business models of retail trade, on the basis of which enterprises will be able to be successful and grow rapidly in the conditions of digitalization, is proved. A scientific generalization and systematization of business models of value creation in both off-line and on-line channels is carried out. According to the model of Graf and Schneider, a value chain is defined, which is based on the following primary activities: supply (range, focused on demand); presentation of the product (photo of the product, listing, recommendations, text); marketing and sales (off-line marketing, on-line marketing, sales channels); executing sale and purchase (issue of check, payment methods, risk analysis); logistics (delivery of goods, management of return of goods); customer service (dialogue with the client in social networks, hot-line, chat, on-line self-service). These determinants in the course of value creation can be materialized on the basis of innovative approaches, through multichannel sales, use of brands, pricing management, integration of customers into various processes and shopper marketing (buying marketing), which allows to focus on the decision-making process from the first opinion of the consumer about the purchase of goods and further on, during making the choice. It is noted that the rapid response to changes, the proactive search for new ideas and high readiness for digitalization are triggers of the successful transformation of the business model of retailers in the digital revolution. As the main competencies at the retail enterprises the author defines innovation, digital intelligence and personalization, which must be adequately used to win the competition.

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Kireyenka, N. V. "Models of agrarian business development in international practice". Proceedings of the National Academy of Sciences of Belarus. Agrarian Series 59, n.º 1 (9 de febrero de 2021): 22–40. http://dx.doi.org/10.29235/1817-7204-2021-59-1-22-40.

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In conditions of the world economy globalization, regional trade and economic integration of countries, and increased sectoral competition, agricultural business remains a strategically important branch of the national economy of any state. Its activities are based on the regulatory legal framework for creation and functioning of agro-industrial complex entities, state regulation and support of agriculture, development of rural areas, food export incentive, formation of external and internal trade infrastructure. The world agrarian economy demonstrates the use of various models of efficient agro-industrial production management, providing for solution of national food security and increasing the export potential of the industry. The paper presents typology of agriculture by types of land use at various levels of social and economic development of countries, identifies the main world producers, exporters and importers of agri-food products. Review of the state regulation system and support of commodity producers in Australia, Argentina, Brazil, the European Union, India, Indonesia, Canada, China, Russia, and the United States has been carried out taking into account implementation of the international rules of the World Trade Organization. Various types of agricultural business models, sales systems, depending on production specialization of individual states, regions, enterprises and aimed at development of vertical integration, combination of marketing and logistics functions within one company, changes in the commodity structure along the sales channels in the domestic and foreign markets, have been systematized. The competitive advantages of the Republic of Belarus in the context of development of priority areas of agricultural business have been substantiated and the key risks having significant impact on the strengthening of production, sales and export potential have been analyzed. The issues Covered in the paper are of interest in preparation of draft state programs for social and economic development of the national agro-industrial complex, strategy in the field of export of agricultural products and food products for the period up to 2025.

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Ординський, Володимир І. "СТРАТЕГІЯ ІНТЕРНЕТ-МАРКЕТИНГУ ІТ-ПРОДУКТУ НА РИНКУ B2C". Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 149, n.º 4 (11 de marzo de 2021): 92–100. http://dx.doi.org/10.30857/2413-0117.2020.4.9.

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The article discusses the issues of developing an effective strategic approach to promoting IT products via the Internet on a B2C market to attain marketing goals. The study provides insights into the peculiarities and essential differences in marketing activities on a B2B and B2C markets along with revealing the specifics of using Internet marketing tools in a consumer market subject to specific features of an information technology product and a particular phase of a consumer’s purchase decision. The findings demonstrate that IT products are characterized by high degree of innovation and technological complexity which differentiates them from products in other areas of business. It is argued that the promotion of IT products on the Internet imposes a strategic approach to the selection of advertising channels and formats to ensure effective communication and achieving marketing goals. It is important that this process shall rely on the results of marketing research including the research on target audiences, competitors activities, and the effectiveness of particular tools for selecting advertising channels and formats that will ultimately contribute to reaching marketing goals. In this context, using Internet marketing tools for IT products is critical to build an effective communication system in the framework of a customer conversion funnel. It is noted that the use of Internet marketing instruments by software companies also has certain specifics driven by the conversion funnel and differentiation characteristics which make it differ from other areas of the IT market. The study findings highlight a significant role of a video format in building brand knowledge as well as in achieving conversion goals. The research results have important implications to IT companies, in particular to mobile applications developers, which can be utilized in designing product promotion strategies or while launching a new product into the market.

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Viswanathan, Madhubalan, José Antonio Rosa y James Edwin Harris. "Decision Making and Coping of Functionally Illiterate Consumers and Some Implications for Marketing Management". Journal of Marketing 69, n.º 1 (enero de 2005): 15–31. http://dx.doi.org/10.1509/jmkg.69.1.15.55507.

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A study of the decision making and coping of functionally illiterate consumers reveals cognitive predilections, decision heuristics and trade-offs, and coping behaviors that distinguish them from literate consumers. English-as-a-second-language and poor, literate consumers are used as comparison groups. The strong predilection for concrete reasoning and overreliance on pictographic information of functionally illiterate consumers suggest that companies should reconsider how they highlight the added benefits of new products or the differentiating aspects of existing product offerings across channels such as advertising, in-store displays, and positioning. Concrete reasoning also has strong implications for the execution and presentation of price promotions through coupons and in-store discounts, because many consumers are unable to process the information and thus avoid discounted products. Finally, the elaborate coping mechanisms identified and the loyalty that functionally illiterate consumers display toward companies that are sensitive to their literacy and numeracy deficiencies reveal a potential for loyalty programs aimed at this population that do not involve price discounts.

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Maravilhas, Sérgio. "Social Media Intelligence for Business". International Journal of Organizational and Collective Intelligence 6, n.º 4 (octubre de 2016): 19–44. http://dx.doi.org/10.4018/ijoci.2016100102.

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Social Media intelligence allow the knowledge of competitor's moves and the analysis of trends from the communications exchanged in the networks of individual consumers, making it easy for companies to develop solutions according to their clients and prospects desires. There are several characteristics that describe the quality of information that will allow the analysis of the value of the information used. Information is an important aid in the decision making process and must be of quality to improve its value. Marketing trends and competitive information is needed to clear decision-making about what products develop, for what customers, at what cost, through which distribution channels, reducing the uncertainty that a new product/service development always brings. Learning how to extract quality information, unbiased, valuable for business, from these social tools is the aim of this work, sharing with the interested parties some ways of using it for their profit and competitive sustainability.

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IVASHCHENKO, Anna. "Designing the organizational process of managing logistic events in restaurant business". Economics. Finances. Law, n.º 11/1 (21 de noviembre de 2019): 24–27. http://dx.doi.org/10.37634/efp.2019.11(1).5.

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The block diagram of logistic system intercommunication in hotel business restaurant business is elaborated. The local modeling of operation processes of goods purchase taking into account the limits of ﬁnancial resources is made. The sales point of goods is determined. At the present stage of the development of the economy of services in the world and Ukraine, the need to optimize the hotel and restaurant product is urgent. The application of logistic management principles can be significantly beneficial in the tourism and recreation industry thanks to the accumulated experience in the creation, implementation, monitoring and control of supply chains. In the case of the formation of a supply chain in the tourism industry, especially important skills, advanced and professional knowledge in the transport system of cargo and passengers, knowledge in information and financial logistics. The problems of logistics management point to the need for a systematic approach to the management of each tourist enterprise. Thus, an expedient direction to improve logistics management is to provide mechanisms for the intensive development of regional tourism on the basis of a systematic approach to management through the cooperation of tourist enterprises, as well as the introduction of a unified information system with a new data bank, first of all, on the features of regional tourist products. The results of logistic and marketing analysis indicate the expediency of reforming the organizational structure of management of tourism enterprises through the creation of logistics departments. The article describes the basic principles of stimulation of labor at enterprises of the tourism industry. The systems of payment and stimulation of work of employees at the enterprise are described. Differences in wage systems are investigated. The main factors of satisfaction with the work of the tourism industry are revealed. Recommendations for optimizing the incentive system are given A significant number of tourist enterprises, we were invited to improve the existing organizational structure. Thus, we can conclude that in most domestic hotel and restaurant enterprises, logistic control systems, as such, are practically absent.

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Simone, Aiolfi y Edoardo Sabbadin. "The New Paradigm of the Omnichannel Retailing: Key Drivers, New Challenges and Potential Outcomes Resulting from the Adoption of an Omnichannel Approach". International Journal of Business and Management 13, n.º 1 (18 de diciembre de 2017): 85. http://dx.doi.org/10.5539/ijbm.v13n1p85.

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The rise of the Internet, mobile technologies and digital disruption have changed the retail business as well as the implementation of the levers of retail mix and the behavior of shoppers. Online channel has become an appealing channel where retailers can sell their products and services. The proliferation of channels and touch points has affected not only consumer behavior but also companies' business models. Many retailers have started to develop multichannel and omnichannel strategies by adding new channels through which interact with the customers. Retailers are now concentrating on how shoppers are influenced by new technologies and how they switch across channels during their research and buying process. Omnichannel retailing, defined as the conceptualization of the complete integration of all channels, with no distinction between the online and the physical channel, is the new retailing paradigm of today. The topic itself is particularly relevant as technological development continue to disrupt retail strategies and practitioners are debating as to how to respond. Particularly, managers are worried about how to manage the several touch points, which are now simultaneously available to customers. Concerning with the present research, we attempt to describe this development by analyzing the existing literature about topics that we can classify within the omnichannel paradigm. In order to explain how both literature and business models are moving from multichannel retailing towards the implementation of omnichannel strategies, we follow a blended approach based on literature review, theoretical background as well as some interesting managerial insights resulting from business’ case histories. To address the concerns of managers and retailers about the new challenges they will need to face in implementing an omnichannel retailing approach, we present a theoretical framework, concerning with the adoption of the omnichannel as an innovative strategy in the overall marketing strategies. To deal with the topic we start from three research questions that guide our literature review as well as our theoretical framework. We investigate what are the key drivers that have stimulated retailers to develop an omnichannel retailing strategy, what are the new challenges that retailers will need to face when they decide to implement an omnichannel strategy in their overall marketing strategy and finally what are the possible outcomes of a correct and successful implementation of an omnichannel retailing strategy. Therefore, our theoretical framework explains key drivers, new challenges and potential outcomes coming from the adoption of the omnichannel retailing in order to help managers and practitioners who might decide to enter the omnichannel retailing.

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Gaustad, Terje. "The Problem of Excludability for Media and Entertainment Products in New Electronic Market Channels". Electronic Markets 12, n.º 4 (1 de octubre de 2002): 248–51. http://dx.doi.org/10.1080/101967802762553503.

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Jocevski, Milan, Niklas Arvidsson, Giovanni Miragliotta, Antonio Ghezzi y Riccardo Mangiaracina. "Transitions towards omni-channel retailing strategies: a business model perspective". International Journal of Retail & Distribution Management 47, n.º 2 (16 de abril de 2019): 78–93. http://dx.doi.org/10.1108/ijrdm-08-2018-0176.

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Purpose Digitalisation has been identified as a driving force behind retail sector transformation. The purpose of this paper is to provide a deeper understanding of how omni-channel strategies link to the digitalisation phenomenon. The study is explorative in nature and aims to expand existing knowledge by using a business model (BM) perspective. Design/methodology/approach The study uses a qualitative approach. Data collection involved a questionnaire answered by 13 firms from three retail segments (i.e. fashion, consumer electronics and bookstores and media) and a group discussion with senior managers. The data were complemented with information from websites, applications and available online reports. Findings The findings present empirical insights about different strategic and BM approaches to omni-channel retailing and highlight examples of pioneering retailers from the Italian market. The proposed framework consolidates earlier studies and puts forward three dimensions for a successful transition to omni-channel retailing BMs: a seamless customer experience, an integrated analytics system and an effective supply chain and logistics. Practical implications Managers can employ an overview of mobile commerce usage to manage the process of integrating channels, within their BMs, alongside the customer journey. Particular attention should be paid to development and the use of data analytics tools as one of the dimensions with a significant impact on omni-channel management. Originality/value First, this paper applies a BM perspective as a novel approach for analysing a transition to omni-channel retailing. Second, it is based on empirical analysis of three retail segments, which provide new insights into omni-channel strategies in the retailing literature.

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Lacmanović, Darko. "NEGOTIATION TECHNIQUES IN SELLING HOTEL ROOMS". Tourism and hospitality management 11, n.º 2 (diciembre de 2005): 99–110. http://dx.doi.org/10.20867/thm.11.2.9.

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Traditional sales management duties are being dramatically changed by buyer behavior dynamism, sales automatization, salesperson empowerment, and shifts to new marketing channels. Sales executives in the hospitality market face many challenges as they combat operating with less administrative help and dealing with tighter-fisted clients. With appearance of paradigm the relationship marketing, negotiation can be noticed as consumer effort (I) which take part in developing the desired configuration of products, (2) provide valuable marketing information, and (3) become long term coproducent of marketing mix in company. The negotitation and negotiation techniques are constituent part in manner of performance sale activities, specially in hotel business. The negotiation in essence could be based on conflict or nonconflict situation. The example of conflict negotiation is overbooking situation. The example of non-conflict negotiation is selling hotel rooms, specially selling by allotment contract.

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Kidiyoor, Gururaj y Prashant V. Yatgiri. "Sushruth Ayurved Industry: strategies for growth". Emerald Emerging Markets Case Studies 11, n.º 2 (21 de mayo de 2021): 1–22. http://dx.doi.org/10.1108/eemcs-10-2020-0381.

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Learning outcomes Understand the dynamics of the diabetes supplement market and carry out an industry analysis using Porter’s five force analysis. Understand the challenges faced by a small entrepreneur in setting up distribution channels and examine the channel powers that come into play in the given context. Discuss the merits and demerits of traditional vs online channels. Understand the factors that are important to succeed in a highly competitive diabetes supplement industry (this would include aspects such as value sought by end customer, business-to-business [B2B] buyers, expertise required to handle B2B customers and also the price and salesforce reward approaches). Enumerate the merits and demerits of individual product branding vs an umbrella brand for a company selling over-the-counter (OTC) drugs online. Understand the various considerations for export marketing for OTC drugs. Case overview/synopsis Sushruth Ayurved Industry (SAI) is a proprietorship firm owned by Girish Banvi who always dreamt of being an entrepreneur. He had set up SAI to produce diabetes supplement by the name “Sugar Knocker” to give wings to his dreams. Notwithstanding competition from corporate players and demands from health-care practitioners, he had to abandon his traditional route to selling his product and open his eyes to online marketing. He believed it could provide him the perfect medium to reach his prospects directly without any middlemen within a cost-effective budget. SAI registered revenue of INR 24m per year, completely attributable to online sales. With a firm footing in the online space, Girish was now exploring physical marketing to expand his audience reach in the B2B market and also add new products to his portfolio. He was also worried about the low capacity utilization of his manufacturing unit, which stood at 20%. With only 30% of the 40 formulations used, there was much scope for expansion. With his plant capacity underused, the time was ripe for Girish to trace his footsteps from where he had begun in the first place. Complexity academic level This case can be used in marketing management course under the marketing strategy module. It can also find use in the elective course on marketing channels, and in sectoral programs such as health-care management or MBA in health care. This case can also be used in the health-care products marketing course. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

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Viljoen, Kim y M. Roberts-Lombard. "Customer Retention Strategies For Disintermediated Travel Agents: How To Stop Customers From Migrating To Online Booking Channels". Journal of Applied Business Research (JABR) 32, n.º 2 (1 de marzo de 2016): 541. http://dx.doi.org/10.19030/jabr.v32i2.9595.

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Remaining relevant to customers and retaining customers who could consider booking online, requires travel agents to modify their marketing strategies. Travel agents need to find new ways to add value for customers and suppliers to reinstate their roles in the travel distribution process and ultimately retain their customers. A total of 600 travel agencies in South Africa participated in the study through the completion of an online survey. The data analysis technique used for the study was path analysis. The findings stipulate that travel agency owners and managers believe that providing differentiated products to their leisure customers, is the key to winning back lost customers and keeping existing customers. Travel agency owners and managers further indicated that this is an existing reintermediation strategy that they plan to practise in the future as well. It is therefore recommended that travel agents focus on delivering high-quality service to win back lost customers and thus reintermediate their businesses.

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Racela, Olimpia C. y Amonrat Thoumrungroje. "International market expansion of “Jintan Nude” in Thailand". Emerald Emerging Markets Case Studies 2, n.º 4 (19 de octubre de 2012): 1–10. http://dx.doi.org/10.1108/20450621211256265.

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Subject area International marketing, new product development, international business expansion, small business management. Study level/applicability This case is intended for senior undergraduate or graduate MBA students taking a course in international business, international marketing, or small business management. Case overview Thai Jintan Company Limited (Thai Jintan) is a medium-sized importer, distributor, and marketer of premium confectionery and health care products in Thailand with the exclusive distribution arrangements of Morishita Jintan Company Limited (Morishita), one of Japan's oldest companies and a leader in the Japanese probiotic and confectionery industry. The case takes place in August 2009, approximately 18 months after Thai Jintan implemented its market launch of Morishita's technologically advanced breath and belly mint under the brand name of Jintan Nude. With a limited promotional budget of 8 million baht (€161,128) coupled with Thailand's regulatory environment for the marketing of food and drugs, Thai Jintan, a newcomer to the breath mint market, was faced with having to devise a resourceful marketing and promotional campaign. Thai Jintan management was confronted with assessing its past marketing plan and deciding on what to do to achieve its ambitious goal of capturing a 20 percent market share of the growing mint/menthol candy confectionery segment in Thailand. Expected learning outcomes After reading and discussing the case, students should have a better understanding of the following: the challenges faced by small businesses and new entrants; learning to apply different frameworks such as PEST or PESTEL, SWOT, and/or Five Forces to scan and assess a competitive environment; familiarizing themselves with different channels members’ roles in a distribution system; learning to evaluate a company's current marketing strategies and to recommend strategies to improve its segmentation, targeting, and positioning strategies and to design a new marketing mix for a new product launch in an overseas market; and learning how to effectively allocate a marketing budget. Supplementary materials Teaching notes are available.

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Arthur Mauro, Paulo, Kateline Ketne Daltoé, João Ricardo da Costa Lopes, Flavia d. Albergaria Freitas y Victor M. C. Almeida. "Cervejaria Noi: brewing a go-to-market strategy". Emerald Emerging Markets Case Studies 8, n.º 1 (19 de enero de 2018): 1–18. http://dx.doi.org/10.1108/eemcs-06-2017-0140.

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Subject area Marketing Channels. Study level/applicability The case was developed to stimulate the discussion about decisions and strategies of channel and was recommended for MBA students in courses such as Marketing Channels or Trade Marketing in Business Administration. Case overview The case reports the dilemma experienced in 2013 by Osmar Buzin, one of the partners of Cervejaria Noi, whose specialty beers had achieved prestige among their customers, mainly in the city of Niterói, RJ, where the company was born. This success aroused the interest of other markets that wanted to sell their products. The opportunity for expansion brought together the need to decide how to meet these new markets: deliver directly to the points of sale, as it did before; or use distributors. Osmar knew that he could count on Gilmar Gutbrodt, his partner and brewmaster, along with Bianca Buzin, the General Manager of the brewery to evaluate together the best strategy for reaching new markets. Expected learning outcomes It is expected that at the end of the discussion of the case, students will be able to achieve the following learning outcomes: to design the path-to-market, identifying the role of intermediaries; to identify distribution alternatives and key channel members; and to perceive the advantages and disadvantages of intermediation and its unfolding in channel management. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS: 8: Marketing.

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Tsimonis, Georgios y Sergios Dimitriadis. "Brand strategies in social media". Marketing Intelligence & Planning 32, n.º 3 (29 de abril de 2014): 328–44. http://dx.doi.org/10.1108/mip-04-2013-0056.

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Purpose – The purpose of this paper is to: first, examine why companies create brand pages in social media, how they use them, what policies and strategies they follow, and what outcomes do they expect; and second – from firms’ point of view – how users are benefited from such pages. Design/methodology/approach – A qualitative study approach was employed for this study. Data were collected from personal interviews with 14 marketing managers responsible for the social media activity of their company, providing preliminary evidence about the actions firms take, the motivations that led them to getting involved, and the derived outcomes. Findings – The main actions of the firm are making prize competitions, announcing new products/services, interacting with fans, providing advice and useful information, and handling customer service issues. The basic motivations are the increasing popularity of social media, competitors’ presence, headquarters’ strategy, and cost reduction pressure. Interact with customers, create/enhance relationships with customers, brand awareness, customer engagement, promote products/increase of sales, and the more targeted acquisition of new customers, were referred to as the main expected outcomes for companies. Research limitations/implications – Given the qualitative nature of the study and the emerging field of research about social media, findings should be considered as preliminary and exploratory. Interviews with companies from more sectors and also with social media users will provide a more comprehensive view of the topic. Practical implications – The paper identifies several opportunities for company managers, suggesting practices for effective social media handling. Originality/value – Considering the rapid development of social media and their penetration in business marketing actions, this paper is an exploratory step toward the ways firms utilize social media channels.

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Wulan Antari, Ni Nyoman y Riza Wulandari. "STRATEGI PEMASARAN WEDDING PACKAGES PADA MY WEDDING ORGANIZER". Journal of Applied Management and Accounting Science 2, n.º 1 (18 de diciembre de 2020): 23–40. http://dx.doi.org/10.51713/jamas.v2i1.24.

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In developing a business in the field of marriage, My Wedding Organizer has designed several wedding packages for brides who want a party that is only attended by a few people (privacy). By working with several reception venues and several other wedding organizers, My wedding organizer has succeeded in making customers feel satisfied with the wedding packages offered. However, in 2019 My Wedding Organizer was not able to achieve the expected target, thus we conducted research aimed at increasing sales of wedding packages on My Wedding Organizer by making a strategy formulation by analyzing the marketing mix of 7P services consisting of products and services, prices, channels. / place of distribution, promotion, people, facilities (physical evidence) and processes based on a SWOT analysis. Based on the research of this study in increase of sales of wedding packages which decreased especially in 2019, namely the creation of a new strategy formulation is based on the SWOT analysis 7P. The conclusions of the study are based on the marketing mix by creating a SWOT matrix, from strategy SO, WO, ST and WT in strategy formulation it can be based on the 7P include product, price, distribution channels / place, promotion, people, processes, and the physical evidence. It is recommended to use the hotel management corporate strategy formulation and business unit strategy formulation, with the wedding venue evaluate and innovate to create a new wedding packages to explore creativity in the promotional aspect of wedding.

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Shuv-Ami, Avichai. "A new market brand equity model (MBE)". EuroMed Journal of Business 11, n.º 3 (5 de septiembre de 2016): 322–46. http://dx.doi.org/10.1108/emjb-05-2015-0025.

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Purpose The current study conceptualizes and empirically tests a new model of market brand equity (MBE). This model, that not just provides an understanding of customer mindsets toward the brand, as most empirical models do, but also measures the marketing benefits of such mindsets. The present study offers two models. One is comprehensive and theoretical while the other is an empirical model. The empirical model is a practical model drawn from the more comprehensive and conceptualized model. The hypothesized empirical MBE model is tested using structural equation modeling (SEM) analysis followed by a formula that offers a method to calculate and rank competitive brands in the market place. The purpose of this paper is to conclude with a discussion of the implications of the model. Design/methodology/approach The findings of the present research are based on a representative sample of 964 cellular phone users selected randomly from an Israeli internet panel were analyzed. The questions related to the dimensions of the brand equity needed a more intimate relationship of the customers with the brand. Thus, those questions were asked only with regard to the brand that the respondents were mainly using. These questions were concerned with brand knowledge, brand commitment and brand overall attitude. The other questions that the respondents answered were about three other brands on the market. All dimensions, except purchase barriers, were measured on a ten-point scale. Findings SEM analysis was used to test the hypothesized MBE model as well as alternative models. The results, which supported the hypothesized model, indicated that knowledge has a strong positive effect on image, personality and attitude. Image has a positive effect on attitude, but that of personality was insignificant. Attitude, image and personality have a positive effect on commitment. Commitment affects recommendation strongly and positively. Both commitment and recommendation have a positive and significant effect on potential market share. Research limitations/implications The limitations of the current research are that it was not measured over time and that only one product category has been tested. In addition to dealing with these limitations, future research may also add additional marketing performance outcome variables such as the ability to obtain premium prices and to exercise brand power in relation to channels of distribution. Practical implications The model presented in this paper provides the marketer with the ability to compare, from a competitive perspective, the relative average in the market place of customer mindset, customer performance and marketing performance. The analysis also reveals whether to invest in strengthening customer mindset or in capturing a greater market share. When the brand leader is far from its followers, an additional analysis may be required and it may be necessary to increase the sensitivity of the analysis by examining separately (without the leading brand) the relative differences between the follower brands. Moreover, the measurement questions should be adjusted to fit different product categories. For example, in testing the MBE in the service industry, “product performance,” which is a component of brand commitment, should be measured by the “quality of service.” But the way of using the model will not change. Another example for future research may be found in sport marketing, such as among football or basketball clubs. In such instances, performance – winning or losing – or even the quality of the players on the team may be considered. It is suggested here that the MBE’s measurement of fast-moving products vs slow moving ones. However, in such cases the model would probably show a significant difference in involvement with the brands of fast-moving products displaying much lower customers’ involvement then brands of slow-moving products. Originality/value The empirical model suggested in this study is a new and practical market-based brand equity that uses commitment as the main construct, building brand equity to represent the performance outcome of the customer mindset used in the models noted above. The current study also offers a new practical and useful formula for calculating and ranking MBE.

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Ilchenko, T. V. "The Role of Marketing Instruments in the Innovative Development of Agrarian Enterprises". Business Inform 10, n.º 513 (2020): 460–68. http://dx.doi.org/10.32983/2222-4459-2020-10-460-468.

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At present, intensification of innovation activity is recognized as the priority direction in the operation of agrarian enterprises. It is determined that this, first of all, requires the formation of a qualitatively new system of marketing provision for innovative development of agricultural producers, introduction of modern information and communication technologies, and the use of digital marketing instruments. Therefore, the research is aimed at substantiating and developing proposals to improve the effectiveness of innovative development of agrarian enterprises with the use of marketing instrumentarium. To achieve the aim, research methods such as analysis and synthesis, comparison, generalization, statistical analysis, structural and logical method, systematization are applied. The indicators of innovative development of food production enterprises are analyzed in accordance with KVED-2010. The key factors that determine the feasibility of using marketing instrumentarium in the innovative development of agrarian enterprises are identified. The main advantages of using information and communication technologies as an important marketing instrument in the innovative activities of agrarian enterprises are defined. Global trends in the development of the digitalization process in agriculture are examined. The peculiarities of digital channels for the promotion of agrarian products are considered, which include content marketing (SEO, SERM, SMM, PR content, e-mail marketing, ORM); digital advertising (contextual, targeted, media advertising); multichannel promotion; web-analythics. The directions of intensification of innovation activities of agrarian enterprises with the use of marketing instruments are defined, which are conventionally systematized by eight groups: operational response; budget optimization; remote mode and taking care of the team; assistance to agrarian business through the growth of corporate social responsibility and implementation of social initiatives; marketing strategy adjustments; transformation of communication mix and portfolio of innovative products; e-com enhancement, focus on trade marketing.

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Moeller, Klaus, Julian Gabel y Frank Bertagnolli. "FISCHER FIXING SYSTEMS: MOVING FORWARD WITH THE WORKFORCE - CHANGE COMMUNICATION AT THE GLOBAL DISTRIBUTION CENTER". Journal of Information Technology Education: Discussion Cases 5 (2016): 01. http://dx.doi.org/10.28945/3457.

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The investment decision was made last year, and after a time-consuming selection process and intensive negotiations, the contract with the general contractor was signed. The business segment Fixing systems of the fischer group of companies faced a significant investment in its logistics – the development of automation technology in the Global Distribution Center (GDC). According to the project schedule, the transition to the automated small parts storage with shuttle technology would take place in December of this year. It was mid-April, and therefore the right time for the Head of Logistics of the business segment fischer Fixing systems, Matthias Wehle, to describe the current status: Were all the important milestones achieved and would the subsequent steps ensure a smooth transition? The employees in the logistics got accustomed to changes over the years. Structural changes such as the introduction of SAP R/3 in early 2000 and the establishment of the automated high-bay warehouse in 2008 had been successfully implemented. It was the same with the continuous improvement process through the use of the fischerProzessSystem fPS. The introduction of pick-by-light technology for the picking of small sized products with high demand had worked well, too. But the last staff meeting about launch of the shuttle system had left with him a feeling of uncertainty. He could already feel the spirit of optimism from some of the employees triggered by the upcoming introduction of the new system. The majority, however, listened patiently and Mr. Wehle sensed insecurity among the employees – how does this change affect me? Up until now, management had used multiple channels to communicate information to the employees. But feedback from the workforce to those in charge was rather rare. And the logistics manager remembered that the use of pick-by-voice for picking had been stopped for a number of reasons. Now as a result of the largest investment in recent years, the GDC faced a drastic operational change. With this in mind, Mr. Wehle pondered over the issue of employee communication again and again. And they had eight more months in order to take action until December…

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Vehmas, Kaisa, Anne Raudaskoski, Pirjo Heikkilä, Ali Harlin y Aino Mensonen. "Consumer attitudes and communication in circular fashion". Journal of Fashion Marketing and Management: An International Journal 22, n.º 3 (9 de julio de 2018): 286–300. http://dx.doi.org/10.1108/jfmm-08-2017-0079.

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Purpose The purpose of this paper is to explore consumers’ views and expectations on circular clothing. This paper also clarifies how the remanufacturing process should be communicated and circular fashion marketed to consumers. Design/methodology/approach The research methodology consisted of consumer interviews, utilising an online innovation platform (Owela) to involve consumers and workshops with project partners and with external stakeholders. Findings Consumers’ interest towards recycling and sustainable solutions has increased. They appreciate the idea of recycling textile waste to produce new clothes; circular products should become “the new normal”. Consumers are asking for more visible and concrete information about circular clothing and how their behaviour has affected the environmental aspects of textile production. The communication should be timed correctly by using multiple communication channels and also paying attention to the shopping experience. In addition, digital services alongside circular clothing could create additional value for consumers. Research limitations/implications In this study, only consumers from Finland were involved. The results might be different in different parts of Europe and especially worldwide. Originality/value This study focusses on circular clothing – an area that has not been studied much before. Also, consumers involved in this study were of a different age compared to most of the previous studies, where the focus has been mainly on young college students.

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Chikweche, Tendai y Richard Fletcher. "“Rise of the middle of the pyramid in Africa”: theoretical and practical realities for understanding middle class consumer purchase decision making". Journal of Consumer Marketing 31, n.º 1 (7 de enero de 2014): 27–38. http://dx.doi.org/10.1108/jcm-10-2013-0729.

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Purpose – The main purpose of this paper is to investigate the factors that influence the growing African middle class (middle of pyramid; MOP) consumers' purchase decision making. Design/methodology/approach – A mixed qualitative research method approach comprising in-depth interviews was used to collect data from middle of pyramid consumers in four countries. Secondary data analysis was used to complement the interviews. Findings – Key findings include the identification of three key intertwined influencers of branding, peer and social networks and aesthetics and product performance. Other influencers include technology and new products, distribution channels and family. Research limitations/implications – The focus on four countries has the potential to minimize the generalizability of findings from the study although the four countries used have a significant amount of middle class consumers in Africa. However, this does not detract from the findings of the study but actually provides a basis for further research into other emerging markets. Practical implications – Findings from the study provide practical insights for marketing managers who intend to serve this market, key of which are branding, use of social networks, online distribution and maximising technology. Originality/value – The paper expands the research agenda of the relatively new area of the MOP. By focusing on the MOP in Africa, the research expands existing knowledge beyond previous areas of focus of middle class studies that focus on China and India.

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Mehrotra, Sonia y Uday Salunkhe. "Panasonic life solutions: anchoring its future growth strategy". Emerald Emerging Markets Case Studies 11, n.º 1 (27 de mayo de 2021): 1–31. http://dx.doi.org/10.1108/eemcs-06-2020-0247.

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Learning outcomes The learning outcomes of this paper is as follows: to explain the importance of rationalizing business operations to achieve efficiencies. To explain the importance of constantly re-inventing the product portfolio and the business for the survival and growth of the business. To discuss the use of product-market expansion strategies as used by businesses for growth and sustainability. To evaluate the internal challenges faced by a company as they adopt business strategies for business growth. To discuss a firm’s strategy to exploit significant opportunities in an evolving business environment. Case overview/synopsis Panasonic Life Solutions India Limited (PLSIND) an electrical products company with operations in India – an emerging market has set a Vision 2022 to achieve INR 69.21bn revenue target by the year 2022. PLSIND is marketed through the distributor business to consumer sales channel. To achieve the new growth targets, it was imperative for them to expand the product portfolio and explore marketing through the new business to business (B2B) and business to government (B2G) sales channels. Dinesh Aggarwal the Joint Managing Director of PLSIND was tasked with this responsibility. Both propositions depicted attractive business potential but at the same time came with additional risks of a longer sales/revenue cycle. PLSIND to a certain extent had ventured into new business projects with the launch of home automation, solar solutions for industries and smart street lighting business projects. In 2019, they also made a modest beginning by achieving revenues of INR 3.4bnn (constituting 10% of their aggregate revenues of INR 34bn) from B2B/B2G sales channels. Aggarwal believed that this was a good beginning. However, to achieve 2022 growth targets, they had to aggressively move forward with the new business strategy. Aggarwal had to work with the management team to gain acceptance and then to manage these additional risks for growth that came with this new business strategy. How could he win the confidence of the management team? How could he best reorganize the business teams and processes internally to enhance the required operational efficiencies for business growth? Complexity academic level This case is designed for business students at the MBA or executive MBA level courses. Supplementary materials Teaching notes are available for educators only. Subject code CSS 11: Strategy.

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Paul, P. K., A. Bhuimali, Kalishankar Tiwary, P. S. Aithal y R. Rajesh. "Digital Business: The Transition into New Age Dealing; Emphasizing Inputs from Cloud Computing and Big Data—An Indian Case". IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 11, n.º 2 (10 de junio de 2018): 91. http://dx.doi.org/10.21013/jmss.v11.n2.p4.

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<p class="lego-element">Business in today’s age changing rapidly, there are many reasons for this kind of transition of business houses and corporate bodies. Moreover, people in today’s age are using more online and digital means for the business and thus overall business systems are emphasize digital sources of revenue as well as digital channels. The concept of creation and dependencies of tools and technologies for financial economics systems is called Digital Economy and the growth of this leads to the development and familiarity with digital products and services among the service seekers and these ultimately are resulted in newer and competitive advantages in the digital space and system. Digital technology and its nature is also changing and has also challenged the existing business models. Here the key driving forces are included the capacity of innovation as well as the public availability of IT in different way. Digital business today is not a concept but it is about that stage of IT and Computing applications in different models viz. in marketing, ICT, social, business houses, healthcare, education and so on. Importantly these models may be seen as the convergence of technologies/ fully connected/integrated stage. In today’s age business is not only seen with computing and digital means but the traditional business systems also getting benefits from the ICT and here among the emerging names, few important include cloud computing, the Internet of Things, mobile and Big Data. It is important to note that this paper emphasizes the recent applications and role of Cloud Computing and Big Data in Business with a case of India. Moreover different financial aspects have also been described and analysed.</p>

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Lei, Fei, Yangyang Yan, Wenhao Luo, Shile Jia, Liyan Ye, Xiaoqing Huang y Anqi Deng. "Research on Guiding Consumer Behavior Based on App Information Management of Fresh Food E-commerce in the Post-epidemic Era". E3S Web of Conferences 253 (2021): 02079. http://dx.doi.org/10.1051/e3sconf/202125302079.

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With the advent of the post-epidemic era, China's nascent fresh food e-commerce industry has given people a new way to buy fresh products, and through this novel marketing model, it has alleviated the unsalable and short shelf life of fresh products.Taking the Hema Xiansheng APP platform in Shenzhen as an example, the questionnaire survey method is used to analyze the consumption motives and consumption behaviors of consumers to analyze the consumption dilemma and reasons of the company, and propose improvement measures: formulate commodity price standards; improve product quality; strengthen corporate branding Optimization; optimize the links of the logistics chain; attach importance to the personal experience of customers. It is demonstrated that by analyzing the consumption motivation and consumption behavior research of consumers and giving proper guidance, the efficiency of business operation can be improved. At present, the research and exploration of the fresh food e-commerce industry outside China is at the basic stage. Based on the research on the relationship between the consumption motivation and consumption behavior of Chinese consumers in fresh food e-commerce, it effectively expands the long-term confusion of Chinese agricultural products. The "last mile" of the terminal market and the promotion of fresh food e-commerce enterprises have certain practical value and significance.

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Novy Anggraini y Rini Apriyani. "Designing Business Model for Developing Micro Enterprise (Case Study Seluang Fish Fried of Ayakh Ugan)". Sustainable Business and Society in Emerging Economies 1, n.º 2 (31 de diciembre de 2019): 81–92. http://dx.doi.org/10.26710/sbsee.v1i2.1111.

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The purpose of this study was to describe a business model that can be applied to the Seluang Fish Fried product of the Ayakh Ugan brand in Baturaja, Indonesia. The data was collected by using an interview with the owner and observation. The results analysis with the mapping of the canvass business model and blue ocean strategy. The application of these two combinations generates an overview of new strategies that can be applied to increase sales. From the result can be concluded elements that play an important role and can be improved, namely the value proposition, channels, revenue streams, key activities, and cost structures. The second step that needs to be reduced is dependence on the connector. In the third step, there are no elements that need to be eliminated. Then the final step on the elements of the value proposition, customer relations, main resources, and cost structure are the points that need to be created. This research provides an overview of the mapping of business models that can be applied to micro business products. this study is useful for business owners in creating new strategies to expand marketing and increase sales through the results of mapping methods that can be improved and created from important elements. This result can also be taken into consideration for other micro business owners to apply to their businesses.

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Shiryaeva, A. R. y L. V. Progunova. "PROSPECTS FOR EXPANDING THE PRESENCE OF DANISH MULTINATIONAL COMPANIES IN THE RUSSIAN MARKET". International Trade and Trade Policy 7, n.º 1 (26 de marzo de 2021): 113–22. http://dx.doi.org/10.21686/2410-7395-2021-1-113-122.

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Based on the conducted research of Danish multinational companies, it was revealed that the organization of their work is characterized by strategies for expanding and entering foreign markets through the opening of production facilities. The reason for this is the small size of the Danish domestic market, the high demand for the products of the companies abroad, and the particular geographical location. The Russian market contains many opportunities for Danish companies to increase the client base, improve sales channels, and convenient location of production both due to the geographical and economic characteristics of location (the possibility of duty-free transportation of goods within the EAEU) and due to access to resources. At the same time, the Russian side is interested in the inflow of foreign direct investment, the creation of new workplaces, especially in remote regions of the country, the study and implementation of new methods of management and organization of production. An important factor is the presence of special economic zones, the advantages of which a foreign company can use. This article examines business projects that could be promising in the context of sanctions restrictions and are beneficial to both parties. Particular attention in the article is paid to the pharmaceutical sector, logistics services, and the energy sector.

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Kryvych, Ia y A. Dranitsyna. "BANKING INNOVATION AS A FACTOR IN STRENGTHENING CONFIDENCE AND CUSTOMER LOYALTY". Vìsnik Sumsʹkogo deržavnogo unìversitetu, n.º 3 (2019): 33–39. http://dx.doi.org/10.21272/1817-9215.2019.3-4.

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The purpose of the article is the development of the definition and concept of "banking innovations". The classification of banking innovations is proposed and includes product (development of new or modification of existing banking products), process (improvement of banking business processes), marketing (innovations in sales channels and marketing communications of banks), technological (related to the development of technical bank capabilities) and management (changes in the organizational structure of banks, mechanisms of planning, control, incentives, etc.). The research proves the concept of "banking innovations" can be applied to all innovations in bank functioning. This paper distinguishes definition between finance and banking innovations. Finance innovations are related to the creation and dissemination of new financial instruments as well as financial technologies, institutions and markets. The concept of "banking innovation" should be understood as a process with focus on developing new or improving existing banking products (services), technology of their promotion, as well as new innovative methods of managing banking institutions in order to obtain additional income and competitive advantages. The chronology of the most important banking technologies development is analyzed in this article. Correlations between the innovative activity of banks, technological and scientific achievements of humankind are found.Key trends of development of the banking services market (contactless payment, biometric identification, digital wallets and QR codes, Internet of Things, cryptocurrency, fintech movement) are identified and characterized. The paper is emphasizes the connection between banks' innovation activities, the formation of customer loyalty and the increasing of trust to banks. Keywords: banking innovation, financial innovation, trust, loyalty.

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Andersson, Svante, Gabriel Baffour Awuah, Ulf Aagerup y Ingemar Wictor. "How do mature born globals create customer value to achieve international growth?" International Marketing Review 37, n.º 2 (19 de febrero de 2020): 185–211. http://dx.doi.org/10.1108/imr-11-2018-0340.

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PurposeThis study aims to investigate how mature born global firms create value for customers to achieve continued international growth.Design/methodology/approachThe study employs a case study approach to investigate the under-researched area of how mature born globals create value for customers and, by doing so, contribute to their continued international growth. This in-depth examination of how three born globals developed over time uses interviews, observation and secondary data.FindingsThe findings indicate that the entrepreneurs of born global firms, that continued to grow, created a culture in the early stages that supported value creation for foreign customers. These firms have built a competitive position by developing international niche products. They have also implemented a combination of proactive and reactive market orientation to facilitate the creation and delivery of value to customers. To maintain growth, they further invest the revenues earned on additional international marketing activities and continuously enhance their focal products.Research limitations/implicationsThe study relies on three cases. We therefore recommend that future studies extend the scope of the research to several companies in various industries and countries, in which the theoretical arguments can be applied. In addition, further studies that test the propositions developed in this study, in different contexts, are highly recommended.Practical implicationsTo gain international growth, managers should create an organizational culture that facilitates satisfying international customer needs. Firms should continuously invest in sales and market development (e.g. social media marketing, personal selling) and undertake technology development of niche rather than new products. To achieve international growth, managers need to standardize part of the offer to achieve economies of scale and adapt the other part to international customers' needs.Originality/valueResearch on born globals has focused on the early stages of their internationalization processes, while largely neglecting the later stages (mature born globals) or the factors that lead to continued international growth. To address this gap, this study explores what happens when born globals ‘grow up’. This study contributes to the literature by capturing the factors and processes underlying how mature born globals create value for customers, for international growth. In particular, the study shows that the culture and strategies developed in the born globals' early stages also lead to international growth in later stages. The mature born globals have also invested in niche products, brand building, and effective market channels and adopted a combination of proactive and reactive market orientations.

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