Showing papers on "Marketing management published in 2019"

Towards the Adoption of Machine Learning-Based Analytical Tools in Digital Marketing

Abstract: Exponential technological expansion creates opportunities for competitive advantage by applying new data-oriented approaches to digital marketing practices. Machine learning (ML) can predict future developments and support decision-making by extracting insights from large amounts of generated data. This functionality greatly impacts and streamlines the strategic decision-making process of organizations. The research gap analysis revealed that a little is known about marketers’ attitude toward, and knowledge about, ML tools and their adoption and utilization to support strategic and operational management. The research presented here focuses on the selection and adoption of the ML-driven analytical tools by three distinct groups: marketing agencies, media companies, and advertisers. Qualitative and quantitative research was conducted on a sample of these organizations operating in Slovakia. The findings highlight: 1) the important role of intelligent analytical tools in the creation and deployment of marketing strategies; 2) the lack of knowledge about emerging technologies, such as ML and artificial intelligence (AI); 3) the potential application of the ML tools in marketing, and; 4) the low level of adoption and utilization of the ML-driven analytical tools in marketing management. A framework consisting of enablers and a process map was developed to help organizations identify the opportunities and successfully execute projects that are oriented toward the deployment and adoption of the analytical ML tools in digital marketing.

Why and How Commercial Marketing Should Promote Sufficient Consumption: A Systematic Literature Review:

Abstract: Although marketing strategies are often accused of stimulating overconsumption, businesses increasingly show potential as enablers of sufficiency. The concept of sufficiency contributes to sustaina...

An integrated model of marketing knowledge – a tacit knowledge perspective

Abstract: The purpose of this paper is to develop and propose an integrated model of marketing knowledge from a tacit knowledge management perspective. This paper further aims at developing a linkage between explicit knowledge perspective (internal and external marketing) and tacit knowledge orientation of an organization, leading to improved business success.,This paper develops a conceptual model showing the integration of the internal, tacit and explicit knowledge perspectives that results in improved business success. The proposed model and associated propositions are drawn from the synthesis of relevant knowledge and marketing literature.,Five major associated propositions are offered in the paper, which inform both scholars and practitioners about what constitutes a holistic market orientation and how organizations can achieve business success by adopting both an internal and external orientation to tacit and explicit knowledge management.,The model makes an original contribution to theoretical and organizational marketing management knowledge. It does this by extending the conceptual and operational boundaries of existing models of internal and external marketing, aimed at helping organizations achieve competitive advantage and business success.

Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing

Abstract: Corporate sustainability is an important strategy and value orientation for marketing, but scarce research addresses the organizational drivers and barriers to including it in companies’ marketing strategies and processes The purpose of this study is to determine levels of commitment to corporate sustainability in marketing, processes associated with sustainability marketing commitment, drivers of sustainability marketing at the functional level of marketing, and its organizational context Using survey data from 269 managers in marketing, covering a broad range of industries in Sweden and Denmark, we took a structural modelling approach to examine construct relationships, mediation, and moderation effects Overall, the findings show that marketing capabilities associated with the innovation of new products, services, and business models constitute a strong driver to leverage sustainability marketing commitment In conjunction with insights into processes related to the enactment of sustainability marketing, this result indicates that companies’ marketing departments have a propensity to drive corporate sustainability The study provides substance to the idea of aligning substantive marketing capabilities closer to dynamic capabilities Accordingly, the study reveals that reliance on market orientation alone does not lead to greater sustainability commitment

The use of data-driven technologies for customer-centric marketing

Abstract: The latest technologies are shifting how businesses capture, analyse and distribute data from the individual users' online activity. Therefore, this contribution critically reviews the latest developments on big data analytics and programmatic advertising. Moreover, it sheds light on the use of blockchain; as this distributed ledger technology provides secure, verified transactions among marketplace stakeholders. The findings suggest that the service providers are increasingly utilising data-driven technologies including programmatic advertising tools to target and re-target individuals online or on their mobile. However, individuals and organisations are becoming increasingly aware on data protection issues, as they often block marketers from tracking them and serving them ads. In conclusion, this contribution puts forward a theoretical framework that explains how, why, where and when practitioners are capturing, analysing and distributing data. In sum, it implies that the data-driven technologies are facilitating the businesses' customer-centric marketing.

Factors influencing effective relationship marketing by smartphone brands through social media amongst Generation Y students

Abstract: PhD (Economic and Management Sciences with Marketing Management), North-West University, Vaal Triangle Campus

Marketing management capability: the construct, and its dimensions: an examination of managers' and entrepreneurs' perceptions in a retail setting

Abstract: This paper aims to explore the relationship between corporate cultural/intangible assets and marketing capabilities by examining managers’ and entrepreneurs’ perceptions in a retail setting.,Nineteen face-to-face interviews were conducted with UK small and medium sized enterprise (SMEs) managers and entrepreneurs to identify six sub-capabilities that form marketing capability. The authors further validated the relationship between marketing sub-capabilities and its antecedent tangible and intangible assets. The qualitative approach used provided a deeper insight into the motivations, perceptions and associations of the stakeholders behind these intangible concepts, and their relationships with their customers.,The research identified that there is a strong relationship between tangible and intangible assets, their components and the following capabilities: corporate/brand identity management, market sensing, customer relationship, social media/communication, design/innovation management and performance management. In addition, companies need to understand clearly what tangible and intangible assets comprise these capabilities. Where performance management is one of the key internal capabilities, companies must highlight the importance of strong cultural assets that substantially contribute to a company’s performance.,Previous work on dynamic capability analysis is too generic, predominantly relating to the manufacturing sector, and/or focussing on using a single case study example. This study extends the concept of marketing capability in a retail setting by identifying six sub-capabilities and describing the relationship of each with tangible and intangible assets. Through extensive qualitative analysis, the authors provide evidence that by fully exploiting their embedded culture and other intangible components, companies can more favourably engage with their customers to attain a sustainable competitive advantage.

Mobile Marketing: Fundamentals and Strategy

Abstract: A Blueprint for Mobile Marketing Best Practices "Drawing on lessons from one of Europe's most successful telecommunications companies, Mobile Marketing expertly explains the rules and lessons of the emerging mobile world. This is must reading for the marketing professional." Malcolm Gladwell "Digital will change advertising more than it did the music business. Mobile digital will be the true hero of this radical change. This book is about the early signs of this revolution. A must-read." Serdar Erener, Adman "Turkcell has proved to be one of the innovators and drivers of mobile marketing throughout EMEA. It therefore comes as no surprise that they should produce such a comprehensive guide to mobile marketing. The book contains both simple overviews of the prevailing technologies found in mobile marketing and more importantly some clear guidance on how to use them." Paul Berney, Managing Director Europe, Mobile Marketing Association "The authors have done a terrific job discussing the compelling case studies and carefully elaborating on the lessons learned. Mobile marketing is a very effective way to engage consumers and brands to create a win-win solution, and this book explains how to achieve it." Chetan Sharma, President, Chetan Sharma Consulting, and coauthor of Mobile Advertising About the Book Today, integrating a mobile marketing platform into existing communication channels can be the difference between success and failure. Marketing has evolved by leaps in bounds in just the past few years. If you haven't already "gone mobile," you need to start now. Yesterday was too late. Written by top researchers at Bogazici University in conjunction with Turkey's leading mobile operator, Turkcell, Mobile Marketing is a blueprint for creating a mobile platform that connects you with customers in new, unique, and potentially profitable ways. The book brings you fully up to date on the world of mobile marketing with the latest facts, statistics, and academic research about the mobile medium and mobile consumer behavior. Filled with case studies from Turkcell's impressive portfolio of clients, Mobile Marketing covers: The Basics of Mobile Marketing: short message service (SMS), multimedia messaging services (MMS), Internet, interactive voice response (IVR), games, services, and more Unique Value Propositions: convenience, personalization, localization, privacy, and more Factors Influencing Mobile Consumer Behavior: demographics, cultural values, consumer history, social network data, peer pressure, and more Mobile Markets of the Future: health services, distance learning, emergency services, television, commerce, government services, and more

Food retailing marketing management: social media communication for healthy food

Abstract: Healthy food sales have increased in recent decades. Retailers are widening their marketing management approach, including the use of social media to communicate with consumers and to promote healthy food. The purpose of this paper is to investigate European retailers’ social media communication content used to promote healthy food products, by analysing retailers’ Twitter messages and accounts characteristics, retailers’ Twitter messages content on healthy food and retailers’ Twitter accounts orientation on healthy food.,Data include approximately 74,000 tweets sent in 2016 from 90 corporate and brand accounts. The tweets were sent by the top 36 European retailers. Data elaboration includes quantitative content analysis of Twitter messages, which is used to identify healthy food categories’ occurrences and co-occurrences. Then, multiple multivariate-linear regression analyses explore the relation between retailers’ characteristics and healthy food messaging and between the overall content of retailer accounts and a healthy food focus.,The vast majority of retailers’ tweets on healthy food issues mainly address general health and sustainability issues. Tweets about food health and nutrition refer to food types, meals or consumer segments. Tweets about food sustainability refer to general issues. Analysis of retailer accounts shows that the larger the retailer is, the lower the relevance of healthy food. Retailers with high numbers of tweets and followers tend to decrease their attention to healthy food promotion. Compared to retailers with lower revenues, retailers with higher revenues tend to send a higher number of tweets that focus on healthy food but the incidence is lower compared to the overall accounts’ messaging.,As the study focuses on a single category of food products, further research into other categories of retail products may contribute to a wider perspective. Future research may include graphical content/emoticons and extend the analysis to other social media platforms. Finally, social media data allow studies to cover a wide geographical area. However, in order to also value non-English written messaging, this research introduces some approximations in language interpretation.,The research provides insights into how retailers use social media and provides an overview of how retailers manage their social media communication in one of the most promising food product categories. Retailers manage social media communication content cautiously to minimise controversial issues. This study provides insights into the need to more effectively target the increasing number of social media users.,The research approach and findings of this study extend prior research on retailers’ communication management by improving the understanding of retailers’ use of social media and marketing communication content for their key products, focusing on healthy food.

The Impact of Competitive Environment: On the Service Marketing Mix Strategy of Health Organisations in Developing Countries: Jordanian Private Sector Hospital Senior Managers Perspective

Abstract: The environment of Jordanian private hospitals has never been so complex and challenging as at present. There are huge influences on these hospitals in the current climate. Managers in these hospitals are finding themselves, more than ever before, confronted by increasing pressures and demands which they must seek to understand and respond to in their service marketing mix strategy in order to achieve effective strategic marketing in terms of their choice of service marketing mix strategy components (namely health service, pricing, distribution, promotion, physical evidence, process, and personal strategies). This research, therefore, investigates the influence competitive environment factors have on the service marketing mix strategy components made by Jordanian private hospital managers, and on the reality of the Jordanian private hospital marketing. The literature review reveals that there is an extensive body of research that addresses service marketing mix strategy in general but there is less emphasis on the health sector. Moreover, evidence of the impact of a competitive environment on service marketing mix strategy and hospital performance measurements' criteria in the hospital industry is limited. In order to explore this issue, a triangulation method was used to collect primary data through a questionnaire, which was administered in the private sector hospitals in the six Jordanian governorates and, via in-depth semi structured interviews with hospital managers and experts in the health services in Jordan. All Jordanian general private sector hospitals were targeted in this research rather than a representative sample of these hospitals. A purposive sampling strategy was used to choose the participants in this research. In total, - 143 senior managers (general manager, administrative manager, medical manager, public relation manager, marketing manager, and out patients clinic manager) participated in this study. The results confirm significant differences in the influence of competitive environment factors on service marketing mix strategy components. They also reveal that the components of the marketing mix strategy have varied significant and insignificant influence on the hospital performance, which demonstrates that the hospital performance phenomenon is complicated and multi-dimensional in nature. Furthermore, the results exhibit that hospital managers might benefit more by placing more emphasis on an integrated service marketing mix strategy and recognising the competitive environment influences on their hospitals. The results also highlight several implications for future research in health services marketing and fills in several gaps in the existing literature on health services marketing. This research contributes to the academic and practical knowledge as being one of the first attempts to investigate empirically the impact of the competitive environment on service marketing mix strategy. As such, the influences of service marketing mix strategy on hospitals' performance criteria, identifying the main concerns and problems which face the management and marketing in Jordanian private sector hospitals, are explored in addition to recognising the vital roles of marketing in improving the hospital performance. This research integrates, refines and extends the empirical work conducted in the field of health services marketing in developing countries. It raises many implications for managers in these hospitals, such as considering the importance of influences by competitive environment on marketing mix strategy and the vital role this strategy plays in the performance of Jordanian private sector hospitals. This research provides useful guidelines for further and future research possibilities such as exploring the influence of the competitive environment factors influence on hospital performance criteria.

The role of strategic planning and flexibility in shaping SMEs market orientation in turbulence business environment

Abstract: This study aims to investigate the impact of environmental turbulence, strategic planning and strategic flexibility toward market orientation. One hundred and eighty-six managers of Small and Medium Enterprises in Malang City, Indonesia were surveyed by using purposive sampling technique. Data was analysed by using Partial Least Squares. Internal environment has positive significant effects on both strategic planning and strategic flexibility. This study also found a significant effect of external environment on strategic flexibility and strategic planning. The study determined that strategic planning played an important role in mediating the effect of business performance on market orientation. The model is considered a comprehensive model because it was not only analysing important constructs namely external and internal environment, strategic planning and strategic flexibility, but also tested the interrelationships among these constructs in predicting market orientation. The study also provides empirical evident about the mediation role of strategic planning on the effect of external environment on market orientation and also on the mediating role of strategic planning on the relationship between internal environment on market orientation.

Elusive intangibles: Exploring the experience of authenticity in product development

Abstract: When consumers buy a new product, they have expectations about what that product will deliver. The consumer’s rational reasoning may try to ascertain whether the technical performance of the product will be fulfilled. Nevertheless, the final word is often subjective. Does it feel right? Is the product attractive, is it worth paying that much for? It is well established that human perception is highly subjective and elusive in nature. Although reason might tell us to go for the “sensible” choice, if the product is not experienced as attractive or exciting enough, the choice might go to something else or lead to dissatisfaction with the chosen product. This is why intangible experiences are important to consider when developing highly valued consumer products.The research in this thesis represents a journey. Along its path, it has been studied how one might understand, elicit and capture intangible product value. How are intangibles relevant to industry, and how might they support product development in the quest for developing products that are highly valued on the market? The initial research, when this thesis began, was concerned with a new way to elicit, capture and assess this type of value. The value of this research lies in the development and validation of a new type of internet tool for the elicitation and assessment of product intangibles that are intended to capture consumer response in a different way from traditional internet tools for product assessment. The latter and greater part of this research has attempted to describe what intangibles are, how professionals talk about them, and what significance they have for product value and product development. What type of value are product developers trying to integrate into the products they develop, and how do they reason? This research has particularly focused on describing and understanding the intangible quality of product and brand authenticity. One contribution of this thesis is its review of how authenticity is described by literature in the fields of product development, branding and marketing management. Thus, it describes the ongoing debate on authenticity as a leading determinant of market value. However, it remains unclear what saying that a product or a brand is authentic means within product development. This has been analysed in this thesis. The thesis also gives an account of what qualities different professions within product development and industrial design have found to be important when developing highly valued consumer products. This thesis also makes a contribution by proposing a new, multidimensional construct for authenticity that explains how market value relates to authenticity. This multidimensional construct of authenticity is a framework that explains how different fields related to product development may be used for companies in creating and maintaining product offerings with a high market value. (Less)

Identification of green marketing strategies: perspective of a developing country

Abstract: Green marketing is becoming trend and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy and this happens in particularly developing countries. As a result, how green marketing strategy of companies in developing countries are not yet fully recognized. To contribute to recognizing this, the study was intended to explore marketing practices of the selected companies in Indonesia. The study was a case study on three selected companies producing herbal medicative drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: produce green product, to some extent conduct green practices, and market the products abroad. In-depth interview to the owner or in-charged manager of each company was to obtain the data about their marketing practices. The data was then classified into four Ps of marketing mix and interrelationship concepts generated from the data was systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantages by differentiating its product based on the green properties of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited in number.

The Importance and Place Of Information Technology in The Changing Marketing Concept

Abstract: Today, information is a strategic competitive tool for marketing and management, thus marketing decisions should be supported from various sources provided accurate, current and reliable information. Many concepts such as definition, scope and role of marketing have been changed in this transitional process. These developments, consisting of complex and closely related processes have exposed the necessity that societies should live on by thinking of global world. Although the literature covers a short period of practice, with a history dating back to the history of mankind has comprise the process of marketing disciplines examining the theoretical foundations of information technology is shaped by the changing role of marketing helps us to understand. Nowadays, the internet that is one of the major information technology tools use in the field of change, distribution and communication has radically affect all of the marketing mix variables. This change was needed to see such a study. The aim of this article which based on literature research is to put forth a new marketing perspective that shaped with information technologies in the context of innovations that constituted in marketing activities and function of information technologies. For this purpose the research literature were examined in depth, and we have tried to explain information technology under the new marketing perspective. After brief summary the study will examined within, the definition of globalization and development of information and communication technologies and the spread of the internet. Then the changing role of marketing by establishing parallel connections with developments in information and communication technologies defined in detail. At the conclusion part the role and importance of information technology in changing marketing approach evaluated. Keywords: Globalization, Internet, Marketing History, Marketing Thought, Information Technologies.

Blackwell's Five-Minute Veterinary Practice Management Consult

Abstract: Marketplace -- Client relationship management -- Communications -- Financial management -- Cash management -- Human resources -- Marketing management -- Operations management -- Technology management -- Administrative management -- Practice safety -- Legal issues -- Planning & decision making -- Facility management, design & construction.

Influence of transformational economic processes on marketing management by an international diversified conglomerate enterprise.

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

Marketing environment and marketing management of universities in Ukraine: national and regional dominants

Abstract: The marketing environment of universities’ activities in Ukraine is changing dramatically. As a result, the system of chances and risks for universities is constantly changing. Therefore, timely detection of changes in the marketing environment and effective management ensure the competitiveness of the universities. The aim of the article is to identify the marketing environment dominants of the Ukrainian universities, as well as to assess the efficiency of marketing tools application in the system of universities’ management. On the basis of statistical and primary data analyses, the higher education market in Ukraine both at the state and regional levels has been assessed and the university’s dependence on market sources of funding has been substantiated. As the modern domains of the marketing environment of universities, changes in the distribution of state-funded places, the impact of external independent testing, and the intensification of competition between universities are determined. The influence of external independent testing on structural intersegmental changes concerning the choice of specialties of universities’ entrants is proved. The comparative characteristics of the marketing management tools in Ukrainian and Polish universities are considered. The obtained results outline the importance of strengthening the marketing orientation of management in universities.

Auditing Marketing and the Use of Social Media at Ski Resorts

Abstract: Mountain and snow tourism are sectors of immense social and economic importance that are developed in an especially sensitive environmental context. A large part of this tourism is channeled through ski resorts. The literature on comparative studies of ski-resort management and, in particular, on marketing management, is limited. This study contributes knowledge on the application of marketing practiced at ski resorts. For the first time, an audit of marketing at ski resorts is performed through a quantitative survey at resorts in two countries (Spain and Italy). The importance–performance analysis (IPA) is used, which identifies both the strong and the weak points and the great deficits of marketing management at ski resorts from the perspective of their directors, to whom the questionnaire was addressed. The social media usage of the ski-stations is also analyzed, identifying different typologies of resorts in accordance with their performance against 11 indicators from Twitter and 15 from Facebook. Knowing the opinion of the visitors, the online and competitive strategy, and adapting to the legislative changes are the aspects to which the directors attach greater importance. The greatest deficits were linked to employee motivation and communication (internal and non-integrated). There are minor differences in Twitter and Facebook indicators between Spanish and Italian ski resorts. The turnover results of the ski resorts present more correlation with Facebook indicators than with Twitter ones. This analysis provides recommendations and implications for the management of ski resorts in the six dimensions of marketing under consideration. It, likewise, offers knowledge of the social-media-related behavior of resorts that are leaders on both Twitter and Facebook, for benchmarking purposes.

Inhibitors of sustainable consumption: Insights from university academic staff in southern Nigeria

Abstract: Sustainable consumption behavior is increasingly becoming a topical issue in most developing economies. The growing unfavorable ecological footprint of most developing countries, including Nigeria, is becoming of concern and needs to be managed or reduced through strategic policy prescription and marketing strategy. Thus, insight from factors inhibiting sustainable consumption behavior could be a primary source to trigger reductions. Nevertheless, fostering sustainable consumption behavior in southern Nigeria, where the phenomenon is relatively nascent, requires contemporary insights into the factors that inhibit consumers to adopt sustainable consumption behavior. This research examines factors that discourage consumers' adoption of sustainable consumption behavior in southern Nigeria and uses those factors to develop a theory. A self‐administered questionnaire was used to collect data from 3,495 academic staff in nine universities in southern Nigeria. Structural equation modeling with the aid of SmartPLS 2.0 software was used to analyze the causal model. Statistical support was found mainly for sustainability awareness as the most critical inhibitor. Other inhibitors with lesser significance are government regulation, price perception, and religious and social groups. The marketing management and public policy implications are discussed.

Would you purchase milk from a milk ATM? Consumers’ attitude as a key determinant of preference and purchase intention in uganda

Abstract: Though consumer studies have received significant attention in the field of marketing management, research on consumer attitude towards food supply technologies is needed. This paper investigates t...

A Comprehensive Literature Review in Competitive Advantages of Businesses

Abstract: The previous studies on the field of competitive advantages of businesses were reviewed. Competitive advantage refers to a set of factors or capabilities that enable the company to demonstrate better performance comparing to the competitors. Totally 59 articles in eight different fields, including strategic management, strategic management of marketing, marketing management, information technology, knowledge management, resources-based theory, entrepreneurship, and human resource management, were reviewed. The results showed that among several available methods, a majority of businesses employ Porter’s triple strategies, namely differentiation, centralization, and cost leadership, to gain competitive advantages. Among the triple strategies, the strategy of differentiation has drawn the highest attention and simultaneous utilization of the three strategies is a rare case.

A transition from goods-dominant to service-dominant exchange logic in a B2B relationship : a relationship positioning perspective

Abstract: The study complements the dominant interpretations of positioning in marketing management research by introducing a relational perspective on positioning in the industrial markets. Instead of focusing on products, brand, or company image only, the study focuses on the exchange logic of the relationship. The study suggests that exchange logic of the relationship i.e. relationship logic comprises a fundamental unit of positioning in the industrial markets. Accordingly, the study defines that relationship logic stems from the dynamics of the action, structural and management dimensions that integrate the buyer and supplier organizations into their mutual relationship. Through a longitudinal empirical study of a relationship between buyer and supplier companies in the food service industry, we show how the relationship has been repositioned from goods-dominant to service-dominant relationship logic. The results reveal elements on the action and structural dimensions, their mutual dynamics and managerial reframing actions that catalyze changes in the relationship logic, i.e., reposit the relationship. The results are organized into a framework that delineates the relationship positioning dimensions, and discusses the implications of such relationship positioning to guide further academic research and managerial practice.

Green Marketing Initiatives and Sustainable Issues in Hotel Industry

Abstract: With the fast degradation of the environment and changing lifestyle of the consumers, the companies have started moving towards the concept of green marketing. Although green marketing has been able to address concerns of green consumers but as anticipated has not shown much expected results from companies as well as from mainstream consumers’ acceptance level. This chapter is an attempt to draw attention towards sustainable issues in hotel industry, what are the opportunities’ and challenges’ the hotels are facing with respect to green initiatives and how successful the present companies are in incorporating the green practices. The authors conclude the chapter giving the focus on future research directions in green marketing and green practices to be followed by hotel industry.

Internationalization of Bosnian black coffee brand: bringing the traditional coffee experience to the world

Abstract: Learning outcomes The teaching objectives of the case study are to provide students with an understanding of how strategic marketing tools are applied in an international marketing context and how brands, especially brands that come from emerging markets, are introduced and managed within modern versus traditional trade (e.g. ethnic shops). Case overview/synopsis This case illustrates the challenges and opportunities related to the introduction of a brand to a new market wherein the product (traditional coffee), although part of a very well-developed product category (coffee), may have been new to consumers in the new market. The brand itself, Zlatna džezva, is a flagship brand in its home country (Bosnia and Herzegovina) within a developing market. However, both the brand and the traditional coffee experience are relatively unknown to other markets. The case study focuses on Vispak’s CEO and CMO who are contemplating their next business move in the new market. Finally, the Dutch market and consumers are presented to facilitate the process of segmentation, targeting and positioning for students. The case study concludes with a task and dilemma for managers of the company. Complexity academic level This case could be used in a variety of undergraduate level classes, depending on what the instructor wishes to emphasize. The authors use the case for following courses: principles of marketing, marketing management and international marketing. In all courses, the case is allowing students to obtain the greater overview of the scope of the strategic marketing decision-making. Before starting with case analysis, students should have some familiarity with central marketing issues and concepts, specifically related to analysis of environment, segmentation-targeting-positioning, product and brand 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.