Ashwini Kumar Bj

Bio: Ashwini Kumar Bj is an academic researcher from Nitte Meenakshi Institute of Technology. The author has contributed to research in topics: The Internet & Social media. The author has an hindex of 1, co-authored 1 publications receiving 4 citations.

Trends in the Use of Social Media as a Tool of Marketing Communications in FMCG Sector in India

Abstract: The advent of Social Media has changed the way FMCG companies conduct their business. With nearly 45 million users in India and growing rapidly, social media's popularity is making organizations to participate in social media to communicate with their customers and also encourage sales. By some estimates, social networking now accounts for 40 percent of all time spent online in India. Nearly one in 10 Internet visits ends up at a social network; nearly one in four page views is on a social networking site, thus making social networking a lucrative option for brand managers to communicate their brand and to create a brand identity. The Indian FMCG Sector has recently started adopting social media as a tool of marketing communications along with traditional media. This paper, based on desk reviews, highlights that Indian FMCG businesses are using Social Media for brand re-positioning and developing a brand image while focusing on developing relationships with consumers rather than on merely providing information.

Discovering the Nexus between Market Orientation and Open Innovation: A Grounded Theory Approach

Abstract: The global marketplace is characterized by various changes taking place in social, economic, natural, and technological areas. As these changes occur both at the organizational and market levels, innovations act as the main processes that accelerate the adaptation of these changes to the services/products of the organizations. Considering the involvement of many stakeholders and the partners within the dynamic business environment of the organizations, an increasing need for the cooperation and the coordination of such actors in the development of service innovations is observed. As topical research areas of both the marketing and management disciplines, this chapter focuses on discovering the relationship between market orientation and the open innovation by pursuing a grounded theory methodology in combination with a specific case study of a leading container shipping company. The originality of the research lies on the investigation of the unexplored research field of open innovation from the perspective of the grounded theory methodology as well as the generation of an emergent theory by the use of an inductive approach. Gul Denktas-Sakar Dokuz Eylul University, Turkey Cimen Karatas-Cetin Dokuz Eylul University, Turkey Omur Yasar Saatcioglu Dokuz Eylul University, Turkey

21st Century Learning Opportunities for SME Success: Maximizing Technology Tools and Lifelong Learning for Innovation and Impact

Abstract: This chapter informs SME (small and medium enterprise) owners, developers, consultants, and academics with the reasons, means, and possibilities afforded by 21st century technology in helping SMEs to improve their operational efficiencies and discover more effective marketing strategies for their products and services. With the rapid development and broad-based integration of web-based technologies across domains of communication, marketing, e-Commerce, and training, SMEs can benefit greatly by using these inexpensive tools to their advantage. SMEs typically underutilize opportunities to enhance their efficiencies by using more complex e-Business systems, and in so doing under develop the talents of their workforce for innovation and success. This underutilization is not just because of ignorance of technological capabilities, but also from a lack of exposure to leadership and HR development training. Knowing the need to learn must be a strong foundation before technological development can ensue. This chapter provides a synthesis of research and literature across several related, but seldomly connected fields including, organizational theory, leadership, adult development and learning, 21st century learning, distance learning and human resource management. In developing this chapter, the authors are attempting to communicate the need for SMEs to both develop leadership and technological program developments to implement the changes needed to compete in a marketplace that reflects rapid change and imperfect information. DOI: 10.4018/978-1-61692-880-3.ch005

The importance of social media on the FMCG market in Bangladesh

Abstract: The purpose of this paper is twofold: first, to identify the general use of the internet and examples of main social media used by residents of Bangladesh and second, to discover their potential in building marketing communication between FMCG manufacturers and consumers.

Ariel Egypt: From market penetration to fierce competition

Abstract: “Ariel ranks number one top-of-mind brand in Egypt, ahead of even Coke and Pepsi! That’s an incredible success story,” said Hany Farouk, Ariel Egypt Brand Manager, beaming at Waleed Azmy, Account Manager of Saatchi & Saatchi, the promotional company of Procter & Gamble (P&G), and at Hamed Ibrahim, its General Manager. Ibrahim nodded in satisfaction, saying: “Ariel will always be the brand of the people that provides superior cleaning no matter what happens in the market, thanks to 13 years of road shows and events that have brought Ariel so close to the hearts and minds of Egyptian consumers.” Smiling, Azmy added: “And don’t forget that Ariel was the pioneer in introducing the reality concept in its campaigns, and competitors are just trying to replicate our ideas.” Farouk took a deep breath and added: “But we need to save the position of Ariel Hand Wash in the market. We have lost significant market share to competitors and to Ariel Automatic Wash as well.” After Azmy and Ibrahim left, Farouk returned to his office. He glanced quickly through his Ariel High-Suds file, pausing for a minute as it opened Ahmed Tolba American University in Cairo, Egypt Ariel Egypt: From Market Penetration to Fierce Competition