Showing papers on "Marketing management published in 2021"
Book•
30 Oct 2021
TL;DR: Hofstede as discussed by the authors discusses the paradoxes in global marketing communications and the importance of culture and consumer behavior in the development of a successful marketing strategy, from value paradox to strategy.
Abstract: Foreword by Geert Hofstede Preface to the Fourth Edition Summary of the Book 1. The Paradoxes in Global Marketing Communications 2. Global Branding 3. Values and Culture 4. Dimensions of Culture 5. Culture and Consumer Behavior 6. Researching and Applying Cultural Values 7. Culture and Communication 8. Culture and the Media 9. Culture and Advertising Appeals 10. Culture and Executional Style 11. From Value Paradox to Strategy Appendix A: Hofstede Country Scores and Gross National Income (GNI)/Capita at Purchase Power Parity 2011, for 66 Countries Appendix B: Data Sources Index About the Author
992 citations
04 Feb 2021
TL;DR: In this paper, the authors investigated the influencers' credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating role of cognitive and affective online engagement among the aesthetic dermatology consumers in Jordan.
Abstract: This study aims to investigate the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating role of cognitive and affective online engagement among the aesthetic dermatology consumers in Jordan.,The population of this study entails all followers of aesthetic dermatology clinics on their Instagram accounts. However, only three influencers from the aesthetic dermatology industry were selected and approved the request of sharing the survey instrument on their official platforms. Overall, 600 surveys were distributed, but only 384 were completed fully, constituting a 64% response rate.,The data analysis revealed an excellent fit for the data and indicated an impact of attractiveness and expertise on online engagement and PI. Moreover, a mediating influence was also found for online engagement on the path between influencer credibility and PI.,This study has a limitation of collecting the data from only three influencers; consequently, collecting data from the followers of more than four influencers would get more generalizable results. Second, considering further, examining the mediating role of other variables such as electronic word-of-mouth (EWOM) and loyalty programs could also provide further insights onto the nature of the factors affecting the PI. In addition, future studies should examine the differences of using more than one social media platform.,The main findings of this study have a number of managerial implications for marketing management that hint at liking the influencers who are highly trusted owing to their extensive expertise in the area they are marketing rather than only depending on their physical attractiveness. The Jordanian culture does not focus only on the image shared by the social media as the reviews can either support or decline the influence of even the celebrity. Significantly, a set of managerial implications come from the current research.,Two major areas are the most important; these are the trustworthy issue and the EWOM. The marketers should encourage their customers to openly talk about their experiences as they have an imperative role in liking influencers in a way that improves their PI. The second implication is related to social media platforms management that marketing managers should resolve any negative EWOM caused and to enhance followers’ satisfaction levels of the services. The increase in satisfaction positively affects PI, and the service makes the influencer role become more effective.,This study was able to add a value to the current understanding of the main antecedents of customer engagement by looking at these dimensions of perceived credibility. Another contribution was captured in this study by successfully validating the meditating impact of customer engagement between influencers’ credibility dimensions and PI, especially in the absence of the studies that have addressed such relationship.
48 citations
TL;DR: In this article, consumer researchers have responded with new attention to what engenders happiness and flourishing, particularly in the context of well-being, and have proposed a new set of consumer researchers.
Abstract: Contemporary consumers, societies, and ecologies face many challenges to well-being. Consumer researchers have responded with new attention to what engenders happiness and flourishing, particularly...
17 citations
TL;DR: Zhang et al. as discussed by the authors investigated both the main effects of regulatory foci (promotion and prevention) and the indirect effects of online self-presentation and community identification on customer citizenship behavior in virtual brand communities.
Abstract: Customer citizenship behavior (CCB) in virtual brand communities is a topic of increasing importance in marketing management research. This type of behavior plays a critical role in the improvement of enterprises' marketing capabilities. In this study, we draw on regulatory focus theory—along with the perspectives of self‐presentation and regulatory fit in relation to social identity—to construct and test a model that investigates both the main effects of regulatory foci (promotion and prevention) and the indirect effects of online self‐presentation and community identification on CCB. The empirical results based on our online survey between 310 individual members of an well‐known online‐community in China demonstrate: (1) a promotion focus exerts a positive influence on CCB while a prevention focus exerts a negative impact; (2) the desire for online self‐presentation mediates the association between regulatory foci and CCB; and (3) community identification moderates the relationship between regulatory foci and the desire for online self‐presentation, as well as the mediation effect. These results have substantial implications for studying CCB within virtual brand communities.
15 citations
17 Apr 2021
TL;DR: In this paper, the authors conducted a citation and co-citation of bibliometric analysis considering the field of omnichannel, using Web of Science database, and identified the five most important topics obtained from the citations and cocitations: (1) integration of shopping consumption experience, (2) all line customer experience management, (3) strategies for omni-channel retailing and customer engagement, (4) multichannel Retailing Management, and (5) technology and consumer's shopping experience.
Abstract: Nowadays, firms are facing an intense challenge when coordinating an effective management on the offline and online channels. Consequently, creating a field of research, namely understanding companies’ omnichannel marketing management. This research aims to conduct a citation and co-citation of bibliometric analysis considering the field of omnichannel, using Web of Science database. Furthermore, it helps to fill the gap in the field of omnichannel marketing literature through the identification of the five most important topics obtained from the citation and co-citation: (1) integration of shopping consumption experience, (2) all line customer experience management, (3) strategies for omnichannel retailing and customer engagement, (4) multichannel Retailing Management, and (5) technology and consumer’s shopping experience. These significant themes revealed that the omnichannel marketing is mainly established in the fields of consumer behavior and retailing. Retailers are advised to adopt an integrated omnichannel strategy, providing consumers with the advantages of buying online, as well as the benefits of buying in a local retail store. Moreover, this research reinforces the coherence and scientific structure of the existing literature and points out future lines of research to be followed and acts as a starting point for new studies in the area of omnichannel marketing.
13 citations
TL;DR: In this article, the authors investigated how service quality and perceived value influence brand loyalty of Lion Air customers in Denpasar and how these relationships are mediated by customer satisfaction and customer satisfaction.
Abstract: The study investigates how service quality and perceived value influence brand loyalty of Lion Air customers in Denpasar and how these relationships are mediated by customer satisfaction The research was conducted in Denpasar, Bali Sample size of 128 respondents was collected through a questionnaire and has been tested for its validity and reliability The analysis technique used is Structural Equation Model (SEM) and using Smart PLS 30 The results showed that service quality, perceived value and customer satisfaction had a positive and significant effect on brand loyalty of Lion Air customers in Denpasar Another result is that customer satisfaction is able to partially mediate the relationship between service quality and perceived value with brand loyalty of Lion Air customers in Denpasar This research is expected to be empirical evidence for future research and be able to enrich the development of marketing management science related to service quality, perceived value, customer satisfaction and brand loyalty The practical implication in this research is that Lion Air customer loyalty can be created when consumers feel that the quality of service provided by Lion Air meets their expectations, feels added value when using Lion Air, and feels right and satisfied when using Lion Air
13 citations
TL;DR: A representative and unbiased fish price index is an important tool to measure price risk, as well as for production and marketing management as discussed by the authors, and the relationship between price risk and product quality is investigated.
Abstract: A representative and unbiased fish price index is an important tool to measure price risk, as well as for production and marketing management. This paper investigates the relationship betwe...
12 citations
TL;DR: In this paper, the authors investigated the effect of digital marketing strategies on the buying behavior of customers in online shopping stores in Tehran and found that the most important digital marketing strategy is the search engine optimization.
Abstract: Digital Marketing strategies are sets of controllable e-marketing variables that organizations combine to achieve marketing goals and to meet customers’ needs. These strategies are the most important factors that electronic-marketing managers pay attention to the best strategy in order to achieve sales and profitability. This study aims to investigate the effect of these strategies on the buying behavior of customers in online shopping stores in Tehran. For this purpose, five best-selling online stores in Tehran are selected and 79 samples are taken from each of them. For data collection, a 2-tuple fuzzy linguistic representation model is used in order to no lose the linguistic information obtained from customers. For data analyzing and extracting proper rules, two approaches of the rough set theory are used. Based on the results provided by Rosetta software, five rules governing customer behavior are identified as the most important factors affecting buying behavior in online shopping. To evaluate the result, a comparison is carried out between the extracted rules using the proposed rough set technique and the tree diagram of the data obtained by Rapidminer software. Almost all provided rules are confirmed through this comparison along with the opinions of experts. Some of key results according to the obtained rules indicate that the most important digital marketing strategy is the search engine optimization. Moreover, the social media marketing and recommender engine play as second important issue of the marketing management.
9 citations
TL;DR: In this article, the subjectifying power of marketing ideology through Louis Althou et al. is discussed. But the subjectification power is not discussed in the context of marketing management.
Abstract: Mainstream marketing management is a disciplinary field essentially unruffled by ideological reflection. In this paper, we approach the subjectifying power of marketing ideology through Louis Althu...
8 citations
TL;DR: In this article, the authors examine key management principles that are crucial for sustainable social media engagement with library customers, and explore these principles, the Strategic Socia..., the purpose of this article
Abstract: The purpose of this article is to examine key management principles that are crucial for sustainable social media engagement with library customers. To explore these principles, the Strategic Socia...
TL;DR: Transparency has occupied a central place in the marketing management literature since the early 2000s, and its rise relates closely to the paradigm shift in corporate marketing, from consumer sedu... as discussed by the authors.
Abstract: Transparency has occupied a central place in the marketing management literature since the early 2000s, and its rise relates closely to the paradigm shift in corporate marketing, from consumer sedu...
TL;DR: In this paper, a new conceptual model of the MPA process is proposed to identify what really needs to be known but is currently unclear in this domain (i.e., "Where do we need to go?").
TL;DR: In this article, the authors defined key factors in individual areas (the market area, the area of the customer's value, the financial area) that are connected to business activities and show their interconnection.
Abstract: This study deals with the issue of marketing control (the function that ties together the process of marketing management). More directly, we aim to provide a scientific reflection on the model presentation of the strategic level of such control. We present the views discussed in the literature on marketing control, which can be treated as its model conceptual and structural solutions. The main objective of the study was to define key factors in individual areas (the market area, the area of the customer’s value, the financial area) that are connected to business activities and show their interconnection. We further analyzed the relevance of marketing and business activities in connection to performance evaluation in three areas: market, customer, and financial performance. The empirical evidence of the study came from quantitative, firm-level data gathered through an email questionnaire, which yielded 708 qualified responses from companies in the Czech Republic. The analysis employed factor analysis on the way to identify the key marketing indicators supporting corporate strategy marketing in specific areas. Furthermore, Pearson’s chi-square test was used to find possible dependencies between observed factors. According to the obtained results and the application of the chosen statistic methods, we identified seven factors of which five factors were acceptable. For these five factors, we identified seven statistical dependencies. The obtained results show that companies primarily use financial indicators to monitor and check their activities in the marketing area. The usage of financial indicators in connection to the marketing area is based mainly on the traditional approach of companies in the measuring process. The whole control mechanism in the company requires continuous control of all corporate activities, with relevant changes in implementation, and a comparison of obtained results to competitors or a company’s results in previous years.
Book•
11 Jul 2021
TL;DR: Pai et al. as discussed by the authors presented Small Business Marketing Strategies for the First 5 years by Shiina Pai MS, Georgian Court University, 2011 BS, Berkeley College, 2009 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration
Abstract: Small Business Marketing Strategies for the First 5 Years by Shiina Pai MS, Georgian Court University, 2011 BS, Berkeley College, 2009 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration
30 Mar 2021
TL;DR: In this article, a study was conducted to determine the marketing strategy of private schools in facing the new policies of the Surabaya City Office in the Admission of New Junior High School Students.
Abstract: This study was conducted to determine the marketing strategy of private schools in facing the new policies of the Surabaya City Office in the Admission of New Junior High School Students. Various internal and external factors also influence the running of the marketing strategy being implemented. This study focuses on: a) marketing strategy including school programs, strategy and gold mix (product, price, location, promotion of human resources, sarpras and service management), b) internal factors including school strengths, school weaknesses and organizational structure, c) factors external includes school opportunities, school threats and political technology, culture. The method used is qualitative research and case study type. The subjects in this study are the principal, the Deputy Principals, especially in the field of public relations who know the relationship between the institution and the wider community, teachers as learning actors, guardians of students as consumers of service users. This research was conducted in the odd semester of the 2019-2020 school year. Data collection techniques using observation, interviews, and documentation. The data analysis technique used in this study was an interactive analysis model consisting of three components, namely data condensation, data triangulation, data presentation and conclusion drawing.The results showed that the marketing strategies implemented by the Labschool Junior High School and Kemala Bhayangkari 1 Surabaya Junior High School were good and maximized by taking advantage of the advantages they had. Inhibiting factors, such as new policies and the number of competitors, can be minimized by continuing to prioritize superior programs and explore existing human resources.
TL;DR: In this paper, the authors present a new framework that describes the relationship among market entry order and timing, the advantages accruing to first-movers and late-movers, entry timing premium (ETP), marketing strategy and enduring market performance.
Abstract: This paper aims to present a new framework that describes the relationship among market entry order and timing, the advantages accruing to first-movers and late-movers, entry timing premium (ETP), marketing strategy and enduring market performance of the firms. The framework, empirically tested using data from 241 business executives, expands extant research into new territory beyond first- and late-mover advantages in an attempt to reconcile a few streams of research in the area and provides an entry related, strategic assessment tool (ETP) for the managers. Contribution to marketing strategy theory and managerial implications are also presented.,Participants included informants in a firm’s strategic business unit who were the most familiar with a new product’s commercial launch, market condition at launch, competitor offerings, marketing activities and capabilities and eventual integration into or withdrawal from the product’s portfolio. Therefore, for the survey, the study targeted chief executive officers, vice presidents of marketing or sales, product or sales managers, general managers and regional managers. Both preference bias (Narus, 1984) and survivor biases among the respondents were addressed.,The research result of this study reveals two very significant aspects of marketing and marketing strategies. First, the importance of financial, pricing and cost strategies further attests to the fiercely competitive nature of the global market today and the tendency for firms to commoditize most products and services. An effective financial and pricing strategy, coupled with a higher level of ETP, is capable of leading a firm to initial market success in the product-market in which it competes. Both ETP (a positional advantage and resource of the firm) and financial and pricing strategies (a deliberate strategic decision of the management) are important to achieve this goal.,This study is limited in several ways. The effects of entry order and timing on market performance could be dependent on the types of industries and types of product categories involved. However, as the hypotheses were well supported, the “industry specific” factors would provide “fine-tuning” in the future study. Second, the nature of the product (goods or services) may also present varying effects on the relationship studied (for differences between manufacturing and service firms in pioneering advantages, see Song et al., 1999). Services’ intangible nature, difficulty in protecting property rights, high involvement of boundary-spanning employees and customers, high reliance on delivery and quality, and ease of imitation may alter the proposed relationships in the model and the moderating effects. Third, although this study used a “retrospective” protocol approach in the data collection by encouraging respondents to recall market, product and business information, this study is not longitudinal. Lack of longitudinal data in any study involving strategic planning, strategy execution and the long-term effects is no doubt a weakness. In addition, due to peculiarity and complexity with regard to regulation and other aspects in pharmaceutical and other industries, the theory might be limited to a certain extent.,In all, the integrated framework contributes to the understanding of the intricate issues surrounding first-mover advantage, late-mover advantage, entry order and timing and the role of marketing strategy. The framework provides practitioners guidance as to when to enter a product-market to gain advantageous positions and how to maintain that advantage. Firms that use a deliberate late-mover strategy could also benefit from the research finding in mapping out their strategic courses of action.,This study believes that the halo effect surrounding first-mover advantage may have obscured the visions of some researchers and managers, and the pursuit of a silver bullet has led to frenzied interests in becoming a “first-mover” or a deliberate “late-mover”. The theoretical framework, which is substantiated by empirical testing, invalidates the long-held claim that entry of a particular kind (first-movers or late-movers) yields any unique competitive advantage. It is a firms’ careful selection of marketing strategies and careful execution of the strategies through effective operational tactics that would lead to enduring competitive advantage, under an adequate level of ETP.
TL;DR: In this article, the influence of green marketing and brand image to the repeat purchase of consumer of coffee shop in Bandung area was examined by using a method of successive interval (MSI) and Partial Least Square (PLS).
Abstract: Manuscript type: Research Article Research Aims: This research was conducted to examine the influence of green marketing and brand image to the repeat purchase of consumer of coffee shop in Bandung. Design/Methodology/Approach: Data were collected through online survey that targeted the consumer of coffee shop in Bandung area. A method of successive interval (MSI) and Partial Least Square (PLS) was used as a method to analyse this data Research Findings: The results shows that green marketing and brand image have a significant effect on repeat purchases simultaneously and separately. Based on these results, consumers of coffee shops in Bandung were able to explain that 65.6% of repeated purchases were influenced by green marketing and brand image while the remaining 34.4% was influenced by other factors. Theoretical Contribution/Originality: By understanding that the green marketing and brand image can influencing the repeat purchase of consumer of coffee shop in Bandung, one can compare future studies especially in the field of marketing management materials. Practitioner/Policy Implication: The results of this research can be used to help practitioner to develop and improve marketing strategies more effectively and efficiently, especially for coffee shop that target people in the city of Bandung as their consumers. Research Limitation/Implication: geography, number of sample, simple method
TL;DR: The system extracts useful data from ERP data sources, and analyzes the internal rules and statistical results that can be used to guide the enterprise's actions, so as to effectively improve the enterprise’s competitiveness.
Abstract: The rapid development of cloud computing, big data, AI, BI and other information technologies has accelerated the process of enterprise modernization and informatization. The combination of computer technology and management science promoted the formation of modern enterprise management technology. Especially in today’s era of big data, in the face of massive data, how to quickly and accurately find out the required information, analyze the memory relation of data, find out the inherent business law hidden under massive information, and provide an important reference for enterprises to make business decisions and seek for market opportunities. A methodology that exhibits fuzzy TOPSIS model has been incorporated in this study. Fuzzy weights and fuzzy judgment about the management systems have employed to estimate the scores of evaluation. In order to solve this problem, this paper integrates independent ERP and BI, and studies and develops a marketing management system by using advanced technologies such as data warehouse, online analysis and data mining; The system extracts useful data from ERP data sources, and analyzes the internal rules and statistical results that can be used to guide the enterprise’s actions, so as to effectively improve the enterprise’s competitiveness.
20 Sep 2021
TL;DR: In this article, the feasibility of marketing management implementation in agricultural enterprises to ensure their competitiveness is investigated, and it is suggested that agricultural enterprises should apply a strategy of full or partial diversification of activities based on organic farming.
Abstract: Purpose. The objective of the study is to substantiate the feasibility of marketing management implementation in agricultural enterprises to ensure their competitiveness.
Methodology / approach. To achieve the research objective, the dialectical method of scientific inquiry, as well as general scientific methods, such as analysis, synthesis, comparison, economic-and-mathematical modeling (balance-optimization model), visualization and generalization were used to collect, analyze, evaluate, inform and present the study results and conclusions.
Results. It was substantiated that marketing management, as a prominent component of crisis management, should be introduced in agricultural enterprises to identify most promising areas of their activity within current business environment in order to ensure their competitiveness. The efficiency and prospects of organic produce farming in Ukraine have been proved, as a contribution to the improvement of the economic, social and ecological conditions in the country. It was suggested that agricultural enterprises should apply a strategy of full or partial diversification of activities based on organic farming. The study presented the use of a balance-optimization model to make informed management decisions as to optimization of the crop sector production structure of an agricultural enterprise, focused on market demand and compliant with principles of sustainable development. The essence of the model is the calculation of the gross output value under the condition of using different options for fertilizer application in crop cultivation.
Originality / scientific novelty. The scientific approach to the using marketing management in agricultural enterprises, which provides for the application of methods of economic-and-mathematical modeling for the production of agricultural products based on organic farming, to ensure their competitiveness was improved.
Practical value / implications. The applied value of this research is in elaboration of specific recommendations for making informed management decisions to optimize the production structure of the crop sector of an agricultural enterprise, focused on market demand and compliant with principles of sustainable development.
20 Sep 2021
Abstract: Purpose. The purpose of the article is to substantiate the need to use marketing management tools to increase the competitiveness of the enterprise and create a model of interaction of tools in the implementation of marketing strategies.
Methodology / approach. The research was conducted on the base of sociological methods by means of statistical questioning of 200 respondent-entrepreneurs, owners, or runners of small business in the Western Region of Ukraine. Using the analysis of variance, the authors of the article studied variation of the results of the sociological investigation on marketing management tools, used for implementation of different strategies of business development. The factorial analysis was used to describe the factor structure of the marketing management tools. The calculations are made with application of the software Statistica 8.
Results. Substantiation of the use of marketing tools to increase the competitive advantage of enterprises based on the results of the conducted sociological interviewing of 200 respondent-entrepreneurs, owners or managers of small and medium-sized businesses. Referring to the results of the factorial analysis of marketing management tools, used for implementation of different strategies of business development, the researchers specify three factors.
Originality / scientific novelty. For the first time, the model of interaction of marketing management tools in the context of implementation of marketing strategies is formed, and it is investigated a structure of marketing tools at implementation of various strategies of business development to increase competitiveness of the enterprises.
Practical value / implications. The main purpose of using marketing management tools is determined, which will allow enterprises to coordinate their marketing activities, optimally allocate resources at all its stages and, as a result, will directly influence the formation and increase the level of competitiveness. The research results can be applied at enterprises of the Western region of Ukraine to provide substantiation of management decisions regarding improving competitiveness on the basis of marketing management.
TL;DR: In this article, the status of different agricultural marketing infrastructures, their geographical spread in the different states of India and also the policy measures for strengthening of these marketing infrastructure are discussed.
Abstract: Marketing infrastructure includes all those facilities and amenities needed for the smooth conduct of marketing in the economy. The infrastructural facilities in development are as necessary as foundations of a building. The existence of adequate marketing infrastructure are important not only for the performance of various marketing functions and expansion of the size of the markets but also for the transfer of appropriate price signals leading to improved marketing efficiency. The availability of different infrastructures affects the choice of technology to be adopted, reduces the cost of transportation, produces powerful impetus to production and also affects income distribution in favour of small and marginal farmers by raising their access to the market. The agriculture sector needs heavy investment for creation of basic infrastructures necessary for the overall economic development. In a developing country like India, marketing infrastructures play a pivotal role in fostering and sustaining the tempo of rural and economic development. Marketing is as critical to better performance in agriculture as farming itself. Though the role of infrastructure is the key element of any development programme yet their role in distribution and marketing is the supreme. India's growth both as agriculturally and horticultural advanced country may get derailed if various marketing infrastructural constraints are not removed. Many of the regions of the country still suffer from the existence of infrastructural problems that they threaten to torpedo the region's agricultural and horticultural development efforts. In this paper an attempt has been made to examine the status of different agricultural marketing infrastructures, their geographical spread in the different states of India and also the policy measures for strengthening of these infrastructural facilities. Besides this other marketing infrastructure, which has been set up in the specialized form of organization, has also been just mentioned for information.
17 Mar 2021
TL;DR: This paper used qualitative methods and library research to determine the effect of variable product quality and service quality on purchasing decisions and customer satisfaction, and found that variable quality affects purchasing decisions, product quality effect on customer satisfaction and purchasing decisions.
Abstract: The purpose of writing Literature Review Papers is to determine the effect of variable product quality and service quality on purchasing decisions and customer satisfaction. With qualitative methods and Library Research. The results showed that product quality effect on purchasing decisions, product quality effect on customer satisfaction, service quality effect on purchasing decisions, service quality effect on customer satisfaction and purchasing decisions effect on customer satisfaction.
01 Feb 2021
TL;DR: In this paper, a conceptual research method that relies on the study of academic literature to find and integrate various concepts, including aspects of sustainable development, marketing management of an industrial enterprise, organizational levels of decision-making, and strategic management, is presented.
Abstract: The article was prepared on the basis of the conceptual research method that relies on the study of academic literature to find and integrate various concepts, including aspects of sustainable development, marketing management of an industrial enterprise, organizational levels of decision-making, and strategic management The proposed method to determine the goals for sustainable strategic development of industrial enterprises involves assessing the priorities of stakeholders’ interests based on the Mitchell-Agle-Wood Salience Model Identification of stakeholders, determination of the importance of each of the groups and ranking of their sustainable development goals allow industrial enterprises to justify the concentration of resources in the most important areas of sustainable development for enterprises The algorithm makes it possible to provide a deeper insight into the stakeholders surrounding the enterprise, due to the fact that the interests of those participating in the business processes are taken into account, which subsequently will have a positive effect on meeting the strategic goal of the enterprise This allows stakeholders and enterprises to avoid unnecessary expenses and to increase the efficiency of the developed programs The results obtained would be useful for practitioners who determine the strategic direction of industrial enterprises and are looking for sustainable mechanisms for joint marketing management
TL;DR: In this paper, the authors proposed an innovative marketing framework for enterprises using data analysis and wireless networks, which is composed of two different modules, i.e., a corporate innovation and marketing framework module is established through edge computing to carry out a wireless transmission of relevant data and information at the edges of the network.
Abstract: An effective marketing strategy has become a challenging task with the development of the social economy for the reform and innovation of many domestic and foreign enterprises. The idea of edge computing is also gaining prominence and is broadly recognized. Edge-enabled solutions provide computing, analysis, storage, and control nearer to the edge of the network. The existing literature highlights the concepts of social media marketing and evaluates the advantages of social media for communication between individuals and companies. However, there is a lack of an effective marketing strategy for enterprises. This article proposes an innovative marketing framework for enterprises using data analysis and wireless networks. The proposed framework is composed of two different modules. Initially, a corporate innovation and marketing framework module is established through edge computing to carry out a wireless transmission of relevant data and information at the edges of the network. Later, the enterprise marketing resource optimization module is constructed based on the particle swarm algorithm. The proposed framework performs efficient calculation and storage using a resource optimization module. The feasibility and effectiveness of the proposed framework are verified using the analysis of the actual case test results. This proposed framework can effectively improve the innovation efficiency level of existing enterprises and the optimization of marketing management resources.
TL;DR: In this paper, two new models are presented: the Operational Model for Evaluating Fashion Corporate Websites (OMEFCW) and the Operating Model for E-commerce (OMEFeC) based on the core dimensions of online sustainability communication (orientation, structure, ergonomics and content), as established by Siano.
Abstract: Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both companies and brands. This research studies the communication process that forms part of the sustainable strategy of fashion companies, ranging from the corporate website to e-commerce, and it proposes improvements for sustainability communication. Two new models are presented: the Operational Model for Evaluating Fashion Corporate Websites (OMEFCW) and the Operational Model for Evaluating Fashion E-Commerce (OMEFeC), based on the core dimensions of online sustainability communication (orientation, structure, ergonomics and content—OSEC), as established by Siano. In order to obtain an optimal view of the fashion industry, four corporate groups—two luxury fashion groups (Kering Group and Moet Hennessy Louis Vuitton (LVMH)) and two fast fashion groups (H&M Group and Intidex)—are compared. In addition, all of the e-commerce operations of the groups’ fashion brands are analyzed, a total of 32 brands. The results show that it is necessary to continue improving in terms of the communication of sustainability within the fashion industry, whilst demonstrating the great deficiency that exists regarding the communication of sustainability in the case of the brands’ e-commerce operations, which are precisely the web pages most visited by consumers.
TL;DR: Wang et al. as discussed by the authors explored the problems in the management of manufacturing enterprises in the era of big data and provided a theoretical basis for improving the management innovation ability of large manufacturing enterprises.
Abstract: The manufacturing industry has always been in the dominant position in the development of China’s national economy. The present industrial structure and development mode of the manufacturing industry are in a critical transformation period. This study aims to explore the problems in the management of manufacturing enterprises in the era of big data. Supplier management is the top priority of manufacturing enterprise management. Regarding the performance appraisal of manufacturing enterprises, the management data of large manufacturing enterprises are collected by questionnaire. 226 questionnaires are issued, and 203 valid questionnaires are collected. The performance appraisal management of manufacturing enterprises is analyzed based on the analytic hierarchy process (AHP) of fuzzy multicriteria decision-making, and the evaluation system of enterprise performance management is established. The results show that the average value of the four indexes of enterprise marketing management, enterprise research and development (R&D) support, enterprise R&D achievement transformation efficiency, and enterprise production innovation is higher than 3.731, indicating that large manufacturing enterprises quite support marketing, R&D, and production innovation. This exploration can provide a theoretical basis for improving the management innovation ability of manufacturing enterprises and also has great reference value for expanding the market competitiveness of manufacturing enterprises.
TL;DR: In this article, the authors present a series of papers covering topics to gain a better understanding of online shopping behavior, marketing management, strategic marketing and relating theories in the electronic retailing context.
Abstract: In this special issue “E-tailing: the current landscape and future developments”, the Asia Pacific Journal of Marketing and Logistics presents a series of papers covering topics to gain a better understanding of online shopping behaviour, marketing management, strategic marketing and relating theories in the electronic retailing context. The Internet has had a significant influence on customers' shopping process and behaviour (Thaichon, 2017; Thaichon et al., 2020). The increasing interest in online shopping has prompted many companies to move into cyberspace (Elms et al., 2016) and firm-initiated activities via social media (Quach et al., 2021). The Internet allows retailers to grow and delivers a unique opportunity to expand their business and provide new customer experience. For example, shop via mobile app technology (Vahdat et al., 2021), omnichannel retailing (Quach et al., 2020), shared economy (Thaichon et al., 2020) and augmented reality (Chylinski et al., 2020).