체험마케팅(Experiential Marketing)의 오해와 진실

THE PRESS AND FOREIGN POLICY' IT IS a defect of some of the studies of the diplomatic background of the Great War that they tend to ignore the influence on pre-war diplomacy of public opinion in general and of the press in particular. Based primarily on official documents such studies unconsciously tend to overemphasize the parts played by the leaders with whose activities the documents are so largely concerned and to neglect some of the less obvious forces that affected the course of events. The influence of the press, it is true, can never be measured accurately. \"No diviniiig rod can locate it,\" says Miss Salmon, \"no plummet sound its depth, no instrument of precision measure it, no astronomer compute its orbit.\"2 And yet that influence in pre-war Europe was very real and very considerable. Professor Fay goes so far as to list \"the poisoning of public opinion by the newspaper press in all the great countries\"3 as one of the chief underlying causes of the war. If the influence of the press cannot be exactly determined, however, it can at least be roughly estimated; and even where no attempt is made to estimate influence, a kniowledge of newspaper views on questions of foreign policy is of assistance in clarifying the atmosphere out of which the Great WYar came.

The Press and Foreign Policy

Purpose – This paper seeks to discuss the need to understand consumer perceptions in order to correctly design product packing and to achieve the desired position in the minds of consumers.Design/methodology/approach – Data collection was divided into two phases. The first, (based on designers' opinions), to determine the key graphic variables in the design of packaging. The second, (based on consumers' opinions), to associate each packaging with a positioning strategy. The seven product‐positioning strategies selected were represented from the consumers' standpoint using multidimensional scaling. Four maps were obtained related to: alternative packaging colours; alternative packaging typography; alternative packaging graphical forms; alternative packaging imagesFindings – Each positioning strategy appears associated with particular packaging dimensions.Research limitations/implications – Consumers have exhibited harmonious perceptions towards products‐packaging strategies, so one can conclude that a gene...

Consumer perceptions of product packaging

Abstract : A study is reported of the variations in organizational commitment and job satisfaction, as related to subsequent turnover in a sample of recently-employed psychiatric technician trainees. A longitudinal study was made across a 10 1/2 month period, with attitude measures collected at four points in time. For this sample, job satisfaction measures appeared better able to differentiate future stayers from leavers in the earliest phase of the study. With the passage of time, organizational commitment measures proved to be a better predictor of turnover, and job satisfaction failed to predict turnover. The findings are discussed in the light of other related studies, and possible explanations are examined. (Modified author abstract)

/pdf/organizational-commitment-job-satisfaction-and-turnover-1m9aenmhzm.pdf

Organizational Commitment, Job Satisfaction and Turnover Among Psychiatric Technicians. Technical Report No. 16.

/pdf/the-agenda-setting-function-of-the-mass-media-in-a-signal-53fl9f1g0q.pdf

The Agenda-Setting Function of the Mass Media in a Signal Starved Market.

The purpose of our work is to investigate the export strategy of international business by explicitly comparing exporting firms with non-exporting ones. This task has been undertaken by having recourse to a very large sample with more than 55,000 registered Spanish enterprises from all commercial sectors. Using this sample, we try to demonstrate that exporters and non-exporters belong to different strategic groups, with different profit levels. The existence of three kinds of barriers (managerial, organisational and external) constrains migration of non-exporting enterprises to the exporting group. However, the conclusions herein presented point at some ways of avoiding these barriers.

Export Barriers and Strategic Grouping

This research was carried out to examine the role of brand capital in higher education. For this purpose, the main contributions of the literature related to the study of brand capital and its application in the educational sector were analyzed, identifying which variables determine brand capital in the higher education sector. Once the susceptible brand capital in the higher education sector was established, an empirical study was carried out using a valid sample of 2,239 responses from different university agents involved. The results obtained show the repercussion of the brand capital relative to the determining variables, which are: brand awareness, brand image, perceived quality and brand loyalty.

https://digitum.um.es/digitum/bitstream/10201/76382/1/10_RIE_V37_N1_2019.pdf

Por qué las instituciones de educación superior deben apostar por la marca

El presente articulo gira en torno a la comparacion del posicionamiento de una empresa con el del producto que oferta en el mercado.
Tras entrevistar a 211 profesionales del sector el automovil ocupados en alguna de las 18 marcas objeto de estudio, y a 261 compradores recientes de coches de gama media familiar de tales marcas, queda constancia de la disparidad entre unos y otros en la forma que perciben una misma marca. Por tanto, de la necesidad de definir un marco de referencia distinto en cada caso en la toma de decisiones de posicionamiento.

http://www.minetur.gob.es/Publicaciones/Publicacionesperiodicas/EconomiaIndustrial/RevistaEconomiaIndustrial/332/07.J.%20E.BIGNE.pdf

Estrategia de empresa y posicionamiento de producto en la industria del automóvil Un análisis comparado

Purpose – This paper aims to investigate the export strategy of international business by explicitly comparing exporting firms with the non‐exporting ones, given that they supposedly differ due to the presence of organizational export barriers.Design/methodology/approach – This study uses a database with more than 55,000 registered enterprises from all commercial sectors to demonstrate that two strategic groups really exist: exporters and non‐exporters.Findings – The findings support the existence of both groups, which differ significantly regarding three kinds of organizational factors that act as mobility barriers constraining migration of non‐exporting enterprises to the exporting group: size (total sales and number of employees), antiquity and export involvement.Practical implications – The author's results explain why non‐exporters are less likely to evolve into regular exporting firms. This is an issue of paramount importance in international marketing, since the way these barriers are perceived by ...

Barriers to export: the power of organisational factors

er piso), Avda. Tarongers s/n, 46022 Valencia, Espa˜ a b s t r a c t Worker burnout and burnout syndrome have shown great importance in the field of sales. However, anot- her stream of literature has focused on its opposite concept: worker engagement. The present paper deals with the antecedents and effects of an integrative concept of both opposites, named burnout-engagement. To do this, a study of 107 retailers from different sectors was developed. Given the size of the sample, the data was analyzed using the PLS system. Regarding burnout-engagement antecedents, our results show significant values for role conflict and role ambiguity. Regarding burnout-engagement effects, signifi- cant values were obtained for satisfaction and commitment. The work-family conflict and family-work conflict have not shown significant relationships with our core concept (burnout-engagement), neither performance. Finally, our model failed to demonstrate the moderating role of conciliating policies.

https://dialnet.unirioja.es/descarga/articulo/3994569.pdf

Natalia Vila López

Papers

Export Barriers and Strategic Grouping

Por qué las instituciones de educación superior deben apostar por la marca

Estrategia de empresa y posicionamiento de producto en la industria del automóvil Un análisis comparado

Barriers to export: the power of organisational factors

Antecedentes y efectos del burnout-engagement del vendedor