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Samuel, Anthony John. "An empirical study of the marketing dynamics of the Fairtrade Towns movement." Thesis, Cardiff University, 2012. http://orca.cf.ac.uk/47570/.
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This study explores the marketing dynamics of the Fairtrade Towns movement in the United Kingdom and presents unique, empirical insights and understandings of its place-based marketing dynamics. It recognises that Fairtrade Towns, despite their rapid growth and recognition as a major contributor to Fairtrade marketing, still remain significantly under-researched. It also argues that the activities of Fairtrade Towns need to be considered through a marketing lens and presents a comprehensive application of grounded theory, to empirically capture the marketing dynamics of Fairtrade Towns directly from the people and places that socially construct them. This study theorises that Fairtrade Towns have capitalised upon the significance of symbolic interactionism to develop their marketing dynamic. It argues that Fairtrade Towns have embraced consumer culture and have used media not necessarily associated with marketing practices to validate their actions. It theorises that the Fairtrade Towns movement has generated a marketing dynamic built upon both intrinsic and extrinsic validity. Intrinsic validation transpires from better quality products, increased availability and the development of the Fairtrade mark. Extrinsic validity emerges from the strengths, backgrounds, skills, situations and symbolic value of other people, places and social movements. Fairtrade Towns demonstrate an ability to identify spaces and places not normally recognised for their marketing potential. This study explores how Fairtrade Towns transform and develop these spaces and places into media capable of effectively marketing Fair trade products. Fairtrade Towns display increasing consumer citizenship sophistication, achieved through a marketing dynamic, emerging from a collision between sustainable/ethical consumption, place and responsibility. Fairtrade Towns are therefore presented as a place where marketing functions are socially constructed around a ‘unique to place’ ethos, in which people and places are developed to their full potential in their capacity and desire to increase Fair Trade consumption wherever and whenever possible.
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Biroscak, Brian J. "Use of System Dynamics Modeling to Explicate the Theory-of-Change of a Social Marketing Innovation." Scholar Commons, 2014. https://scholarcommons.usf.edu/etd/5184.
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Community coalitions are an important part of the public health milieu and thus subject to many of the same external pressures as public health organizations--including changes in required strategic orientation. Many funding agencies have shifted their funding agenda from program development to policy change. Thus, the Florida Prevention Research Center created the Community-Based Prevention Marketing for Policy Development framework to teach community coalitions how to apply social marketing to policy change. The dissertation research reported here was designed to explicate the framework's theory-of-change. The research question was: "What are the linkages and connections between CBPM inputs, activities, immediate outcomes, intermediate outcomes, and ultimate impacts?" The author implemented a case study design, with the case being a normative community coalition. The study adhered to a well-developed series of steps for system dynamics modeling.
Results from model simulations show how gains in performance depend on a community coalition's initial culture and initial efficiency, and that only the most efficient coalitions may see benefits in coalition performance from implementing Community-Based Prevention Marketing for Policy Development. Theoretical implications for social marketers--e.g., real-world example of how to work `upstream'--and system dynamics modelers--e.g., application of generic structures--are discussed. Practical implications for the framework's developers--namely, the importance of managing the early expectations of framework adopters--are discussed as well.
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Andersson, Per. "Concurrence, transition and evolution : perspectives of industrial marketing change processes." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics [Ekonomiska forskningsinstitutet vid Handelshögsk.] (EFI), 1996. http://www.hhs.se/efi/summary/409.htm.
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Ribeiro, Ramos Francisco Fernando, and fr1960@clix pt. "Essays in time series econometrics and forecasting with applications in marketing." RMIT University. Economics, Finance and Marketing, 2007. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20071220.144516.
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This dissertation is composed of two parts, an integrative essay and a set of published papers. The essay and the collection of papers are placed in the context of development and application of time series econometric models in a temporal-axis from 1970s through 2005, with particular focus in the Marketing discipline. The main aim of the integrative essay is on modelling the effects of marketing actions on performance variables, such as sales and market share in competitive markets. Such research required the estimation of two kinds of time series econometric models: multivariate and multiple time series models. I use Autoregressive Integrated Moving Average (ARIMA) intervention models and the Pierce and Haugh statistical test to model the impact of a single marketing instrument, mainly price promotions, to measure own and cross-short term sales effects, and to study asymmetric marketing competition. I develop and apply Vector AutoRegressive (VAR) and Bayesian Vector AutoRegressive (BVAR) models to estimate dynamic relationships in the market and to forecast market share. Especially, BVAR models are advantageous because they contain all relevant dynamic and interactive effects. They accommodate not only classical competitive reaction effects, but also own and cross-market share brand feedback effects and internal decision rules and provided substantively useful insights into the dynamics of demand. The integrative essay is structured in four main parts. The introduction sets the basic ideas behind the published papers, with particular focus on the motivation of the essay, the types of competitive reaction effects analysed, an overview of the time series econometric models in marketing, a short discussion of the basic methodology used in the research and a brief description of the inter-relationships across the published papers and structure of the essay. The discussion is centred on how to model the effects of marketing actions at the selective demand or brand level and at the primary demand or product level. At the brand level I discuss the research contribution of my work on (i) modelling promotional short-term effects of price and non-price actions on sales and market share for consumer packaged goods, with no competition, (ii) how to measure own and cross short-term sales effects of advertising and price, in particular, cross-lead and lag effects, asymmetric sales behaviour and competition without retaliatory actions, in an automobile market, (iii) how to model the marketing-mix effectiveness at the short and long-term on market shares in a car market, (iv) what is the best method to forecast market share, and (v) the study of causal linkages at different time horizons between sales and marketing activity for a particular brand. At the product or commodity level, I propose a way to model the flows of tourists that come from different origins (countries) to the same country-destination as market segments defining the primary demand of a commodity - the product
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De, Luca Ramona. "A cognitive approach to scent marketing: the effect of odor priming and processing dynamics on consumer aesthetic preferences and choices." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/20321.
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Academic research on the effect of scent in marketing and consumer behavior have successfully demonstrated how odors improve cognitive, affective, and behavioral responses of consumers in the marketplace. Little attention has been turned to the cognitive mechanism through which scents provide information, and help individuals, and consumers, to attribute a meaning to physical, and psychological phenomena. In this dissertation, I discuss the underlying mechanism through which smell perceptions contribute to consumer decision-making, and preference formation, relying on the connection between smell, cognitive processing, and emotional paths. The dissertation is composed of three articles, which make an initial contribution to scent marketing by exploring the potential of a cognition-based approach to studies on olfaction (Article 1), empirically testing affective and semantic odor priming effects on consumer product and brand choices (Article 2), and empirically demonstrating how olfactory information added to an unscented product contribute to aesthetic preferences formation and processing style (Article 3). In particular, Article 1 consists of a systematic review of the most relevant studies on olfaction published from 1992 to 2017 and presents the current theories and approaches to the investigation of scent effects on consumer behavior, as well as introduces the opportunity of applying a cognitive-based approach to scent marketing studies. The article 2 contributes to olfactory priming literature demonstrating that the incidental exposure to an odor may non-consciously activate information which regulates consumer’s choice of products and brands. Eight experiments demonstrate that odors are primarily perceived through the dimension of their valence and that this process of odor perception and interpretation is an affective-based mechanism (i.e., affective priming) rather than associative-based (i.e., semantic priming). Article 3 explores how olfactory cues added to an unscented product (e.g., pencil) contribute to developing consumers’ aesthetic preferences for the product. I empirically test the PIA Model (Pleasure and Interest Model for Aesthetic Liking) in four experiments and demonstrated that olfactory information is processed across the two routes of heuristic and systematic processing simultaneous, whereas attribute-based information is processed primarily heuristically and then systematically. The final chapter presents the implications that a cognitive-based approach may provide to researchers, managers, and public policies makers to advance in scent marketing theory and practice.
Pesquisas acadêmicas sobre o efeito do cheiro nas áreas de marketing e de comportamento do consumidor demonstram com sucesso como os odores melhoram as respostas cognitivas, afetivas e comportamentais dos consumidores no mercado. Nesta tese discute-se o mecanismo subjacente pelo qual as percepções do cheiro contribuem para a tomada de decisão do consumidor e a formação de preferências, dependendo da conexão entre cheiro, processamento cognitivo e pistas emocionais. A tese, composta de três artigos, faz uma contribuição inicial para o marketing sensorial, explorando o potencial de uma abordagem baseada em cognição para estudos de marketing olfativo (Artigo 1), testando empiricamente os efeitos do odor priming afetivo e semântico nas escolhas dos consumidores para produtos e marcas (Artigo 2); e demonstrando empiricamente como as informações olfativas adicionadas a um produto cujo cheiro não representa um atributo central para sua avaliação, regulam a formação das preferências estéticas e o estilo de processamento (Artigo 3). O Artigo 1 consiste em uma revisão sistemática dos estudos mais relevantes sobre o olfato, apresentando as teorias e as abordagens mais utilizadas para a investigação dos efeitos do cheiro sobre o comportamento do consumidor, bem como introduz a oportunidade de aplicar uma abordagem cognitivista aos estudos de marketing olfativo. O Artigo 2 contribui para a literatura demonstrando que a exposição incidental a um odor pode ativar inconscientemente uma informação capaz de regular a escolha do consumidor de produtos e marcas. Oito experimentos demonstram que os odores são percebidos principalmente pela dimensão de sua valência (ou seja, agradável ou desagradável) e que esse processo de percepção e interpretação de um cheiro é um mecanismo afetivo (affective priming) e não associativo (semantic priming). O Artigo 3 explora como os cheiros adicionados a um produto cujo aroma não é um atributo central para sua avaliação, contribuem para o desenvolvimento das preferências estéticas dos consumidores para o produto. Quatro experimentos testam empiricamente o modelo PIA (Modelo de Prazer e Interesse), demonstrando que a informação olfativa é processada simultaneamente nas duas de processamento heurístico e sistemático, enquanto que a informação baseada em atributos é processada primeiramente de forma heurística e depois de forma sistemática. O capítulo final da tese apresenta as implicações que uma abordagem cognitiva pode fornecer aos pesquisadores, aos gestores de marketing e aos gerentes de políticas públicas para avançar na teoria e na prática de marketing olfativo.
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Charalambous-Papamiltiades, Maria. "Sport marketing in Cyprus : the dynamics of the sport sponsorship context : emergence, development and management practices in the football industry." Thesis, Loughborough University, 2013. https://dspace.lboro.ac.uk/2134/13436.
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This thesis investigates the underlying mechanisms and processes that shape sport sponsorship in Cyprus. A systematic review of the international sport sponsorship literature (1980-2009) is undertaken and used as the guide for the qualitative empirical study concentrating on football sponsorship activity undertaken in Cyprus as a developing sport sponsorship market. The systematic review reveals sponsorship management structures, practices, tendencies, and models adopted at a range of national settings, and discloses contrasts that exist in different contexts. The findings of the systematic review highlight the management practices employed by sponsors, such as their motives, decision-making practices, activation and leveraging initiatives, objectives, and evaluation processes. With regard to the empirical investigation, sponsorship activity is viewed and interpreted within the broader social and cultural context in which it takes place. The analysis of the findings is informed by critical realism paradigm, so that the underlying causal mechanisms and structures shaping (or influencing) sponsorship activity in Cyprus are identified and discussed. Specifically, the findings of study, which focused on the top division of the national professional league, revealed the existence of a sponsorship continuum involving four significantly different sponsorship approaches, ranging from purely philanthropic to heavily rational and commercial. Interestingly, the study revealed the interdependence of global and local processes within the sponsorship-related practices, suggesting that sponsorship arrangements in this specific context are marked culturally by processes of glocalisation. Such processes appeared to be vividly expressed in sponsorship-related projects in Cyprus, and involved an amalgamation of several local and cultural factors such as a strong prevalence of localism, nationalism, political clientelism, and reliance on personal relations. Community pressures seemed to have a central role in sponsorship related decision-making, whilst sponsorship activity appeared also to be influenced by the structure of the sponsors industry, the organisational structure and corporate culture, as well as by the structure and local specificity of the football market in Cyprus. More specifically, competitive imbalance of the national league, politicisation of football, the level of competition within a particular industry, and centrality of authority and control (both organisational and cultural), are additional factors that appeared to impact sponsorship activity in the specific market.
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Lee, Mi Ae. "INVESTIGATING THE ROLE OF GROUP DYNAMICS ON SPORT FANS’ TEAM APPAREL CONSUMPTION BEHAVIOR." Diss., Temple University Libraries, 2018. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/523314.
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Tourism and SportPh.D.
Sport team fans identify with a team and continually internalize their favorite team as part of their self-concept (Wann, Melnick, Russel, & Pease, 2001). However, individuals simultaneously act different from the group to fulfill a psychological need to be distinct and unique (e.g., Brewer, 1991). The majority of prior studies in sport consumption behavior have emphasized that the sense of belonging to a sport team significantly influences a fan’s attitude toward the team and consequent sport consumption behaviors. Beyond the fan-team relationship, there has been limited research on why an individual fan behaves differently from others in the group, specifically why and how sport fans assert their personal and collective selves while in groups. Furthermore, fans attach not only to their favorite sport teams, but also to a fan community which support the team. Under the optimal distinctiveness framework, group dynamics are conceptualized as perceived interchangeability of group inclusion to the same group and interindividual differences (Simon & Kampmeier, 2001). This notion highlights the opposing forces or needs between fan distinctiveness (FD), to be distinct from other group members, and fan inclusiveness (FI), to be similar to other group members, as mutual determinants of the interpersonal self. Thus, the purpose of this research is to explore the psychological mechanism through which sport fans in a fan group balance two conflicting needs of group dynamics to make a decision on team apparel consumption. This was accomplished through two studies. Study 1 employed a survey design to confirm the established evidence on the effects of team identification on team merchandise consumption behaviors in prior sport management studies. It also uncovered the role of group dynamics in sport fans’ team apparel consumption behavior. Findings of Study 1 showed that the mechanism of group dynamics was induced by a level of FI, FD, or both. With a sequential association from university identification (UID) to team identification (TID), the group dynamics were shown to significantly influence team apparel consumption behavior. Study 2 replicated the findings of Study 1 with undergraduate students and National Football League (NFL) fans across group contexts. Study 2 was implemented with the same measurement items to investigate whether the effect of group dynamics on team apparel consumption are moderated by social visibility as a situational cue as well as a boundary condition. Study 2 provided additional evidence of the mechanism underlying the impact of group dynamics on team apparel consumption across two different research contexts. The overarching theoretical implication is that the mediator (group dynamics) and moderators (social visibility and context) influence sport fans’ team apparel consumption behaviors. The pendulum effect between the opposing forces of FI and FD in terms of group dynamics provide an insightful idea to extend optimal distinctiveness theory (ODT) framework and advance the theory. FD and FI play a key role in predicting fan unique team apparel consumption behavior. Moreover, if one of the needs, either FD or FI, are too dominate, the pendulum effect will help balance the needs out. The existing concept of group dynamics explains why sport fans seek unique team products, but cannot account for the traditional perspective of TID to consumption behavior models. Therefore, the current findings further understanding of why and how individuals within a group of fans consume team products based on their unique balance between group inclusiveness and personal distinctiveness. The findings will provide practical guidelines for both teams and sports brand marketers to understand the desire of sophisticated consumers to signal their individuality and what products and services should be offered according to the context-specific need.
Temple University--Theses
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O'Driscoll, Aidan. "A longitudinal study of the nature and dynamics of marketing-related competence in the context of a company in the Irish building materials industry." Thesis, University of Ulster, 2003. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.288824.
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Carvalho, Hamilton Coimbra. "Gestão de problemas sociais complexos e desenvolvimento humano." Universidade de São Paulo, 2018. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-16102018-155712/.
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Problemas sociais complexos possuem causas profundas e relações intrincadas de causalidade. Eles surgem na intersecção das diversas esferas que fazem parte da vida moderna: física, biológica, cultural, política, social, econômica, tecnológica e ambiental. Além disso, desafiam as capacidades cognitivas limitadas dos seres humanos, pois atrasos, não-linearidades, resistência a políticas e complexas interações entre as diferentes partes de um sistema produzem consequências não previstas e padrões de comportamentos sistêmicos que são difíceis de antecipar. Por sua vez, incentivados pelo foco de curto prazo do sistema político, gestores públicos tendem a atuar sobre as partes mais visíveis dos problemas, que frequentemente não são suas causas, mas seus sintomas. As políticas que são geradas com frequência levam à piora dos problemas no longo prazo. O aprendizado em sistemas complexos, por outro lado, é prejudicado porque o feedback das políticas é tipicamente opaco e sujeito a distorções. Esta tese busca inspiração nas ciências da complexidade, no campo da dinâmica de sistemas, no marketing social e em campos do conhecimento relacionados para tratar da questão do desenvolvimento humano. Inicialmente são discutidas as características dos problemas sociais complexos, argumentando-se que disciplinas como o marketing social, baseadas em modelos mentais (mindware) individualistas, são inadequadas para lidar com esse tipo de problema. Defende-se a necessidade de um novo campo interdisciplinar (gestão de problemas sociais complexos), capaz de lidar com os desafios das sociedades modernas. Em particular, foca-se na replicação intergeracional do baixo desenvolvimento humano, discutindo-se os conceitos de pobreza, bem-estar e desenvolvimento humano, bem como as condições que favorecem o desenvolvimento de mecanismos psicobiológicos essenciais nos primeiros anos de vida. A discussão abrange os ecossistemas sociais que limitam as oportunidades para os pobres e reforçam estruturas viciadas que produzem stress tóxico e uma baixa atenção ao capital humano. Na tese, um diagrama de malhas causais identifica as malhas de feedback que explicam a persistência do fenômeno. Com base na discussão nos três primeiros capítulos, apresentam-se três modelos de dinâmicas de sistemas nos capítulos seguintes, cada qual abordando um aspecto do problema. O primeiro modelo, chamado de modelo Caped, enfatiza as capacidades essenciais de pais e crianças, bem como as demandas do ambiente social que exaurem os recursos psicológicos dos pais. O segundo modelo amplia o escopo do primeiro e foca na explicação dos mecanismos pelos quais sociedades dominadas pela caça à renda (rent-seeking) e por instituições extrativas (em particular, o Brasil) produzem ecossistemas sociais viciados. Identifica-se o que parece ser um mecanismo central, o controle de narrativas (mindware). O terceiro modelo trata de mudança social em geral e objetiva descrever os canais e condições pelos quais ela ocorre. O modelo complementa os capítulos anteriores ao identificar como uma profunda mudança social objetivando a promoção do desenvolvimento humano poderia ocorrer. A tese contribui com o estudo do desenvolvimento humano por meio do emprego de um método que é talhado para modelar problemas sociais complexos. Ao identificar malhas críticas de feedback e processos essenciais nos níveis micro e macro, apresentam-se modelos integrativos que complementam as pesquisas feitas sobre o tema. Sob uma perspectiva prática, os modelos podem auxiliar no desenho de melhores políticas públicas e no desenho de modelos mentais (mindware) adequados para a discussão do desenvolvimento humano.Complex social problems have multilevel roots and intricate webs of causation. They arise at the intersection of several of the spheres that comprise modern life: the physical, biological, cultural, political, social, economic, technological and environmental. They challenge the limited cognitive capacities of human beings, as delays, nonlinearities, policy resistance and complex interactions between the different parts of a system produce unforeseen consequences and patterns of systemic behaviors that are difficult to anticipate. Incentivized by the short-term focus of the political system, policy makers tend to act on the most visible parts of problems, which are often not causes but symptoms. They produce policies that often lead to worse conditions over time. Learning in complex systems, on the other hand, is hindered, because feedback from policies is typically opaque and amenable to distortion. This study draws on the complexity sciences, system dynamics, social marketing and related fields to address the issue of human development. We first explore the characteristics of complex social problems, showing that disciplines such as social marketing, based on individualistic mindware, are ill equipped to address them. The dissertation defends the need for a new interdisciplinary field (complex social problems management) capable of dealing with the challenging social problems of our times. In particular, we focus on the replication of low human development across generations, discussing the concepts of poverty, well-being and human development as well as the conditions that foster the development of essential psychobiological mechanisms in the first years of life. The discussion encompasses the social ecosystems that constrain opportunities for the poor and reinforce detrimental structures that produce toxic stress and low attention to human capital. A broad causal loop diagram summarizes the feedback loops that explain the persistence of this phenomenon. Based on the discussion in the first three chapters, we present three system dynamics models in the subsequent chapters, each one addressing an aspect of the problem. The first model, which we call the Caped model, focuses on parents\' and children\'s essential capabilities and on the social environmental demands that deplete parents\' psychological resources. The second model broadens the scope of the first and focuses on explaining why societies (in particular, Brazil) that are dominated by rent-seeking and extractive institutions produce detrimental social ecosystems. We uncover what seems to be a central mechanism, which is narrative (mindware) control. The third model deals with social change in general, and it aims to describe the channels and conditions by which that change occurs. It complements the analysis in the preceding chapters by identifying how a deep societal change toward the promotion of human development can occur. This dissertation contributes to the study of human development by employing a method that is suitable for modeling complex social problems. By identifying critical feedback loops and essential processes at the micro and macro levels, it provides integrative frameworks that complement research already conducted on the subject. From a practical perspective, the models can orient the design of better public policies and the design of adequate mindware for the discussion of human development.
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Barreto, Ana Margarida da Silva Bebiano. "Does brand's participation on Facebook affect its brand equity?" Doctoral thesis, Faculdade de Ciências Sociais e Humanas, Universidade Nova de Lisboa, 2013. http://hdl.handle.net/10362/10791.
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Lu, Lijue. "Strategic Interactions in Marketing: A Dynamic Approach." Doctoral thesis, Universitat de Barcelona, 2019. http://hdl.handle.net/10803/668075.
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The aim of the thesis is to contribute to a better understanding of the strategic and dynamic interactions in some marketing problems by using a differential game approach.
Specifically, in the first study, we analyze a finite time horizon advertising dynamic game under the assumption that the firms’ time preferences are time-inconsistent. Specifically, we consider two types of discounting, heterogeneous discounting and hyperbolic discounting. In the case of heterogeneous discounting, the relative importance of the final function will increase/decrease as the end of the planning horizon approaches compared with current payoffs. Whereas when agents discount future payoffs hyperbolically, their discount rates diminish rapidly in earlier stages and then slowly in the long term. We compute time-inconsistent and time-consistent feedback Nash equilibrium strategies, and compare them with those of the standard discounting case. Our results reveal that heterogeneous discounting would lead to some adapting behaviors in the last years in accordance with their increasing/decreasing valuations of the final state. Under some circumstances, the change can be so radical that the pre-commitment solution takes the contrary path of time- consistent strategies. Concerning the competition under hyperbolic discounting, different strategies exhibit disparity in the beginning, and encounter in the neighborhood in the end. Besides, a strong commitment power might induce over investment.
In the second project, we study an advertising dynamic game in supply chain management under the assumption that the agents differ in their time preference rates. We study two coordination mechanisms: the cost sharing program, where the retailer can get some reimbursement of the advertising cost from the manufacturer; and the vertical integration, where the two players aim to maximize the joint profit. We derive the time-consistent cooperative advertising strategies in each coordination setting, and we compare them with the non-cooperative case. Our results show that, the cost sharing program is Pareto superior to the non-cooperative setting, while vertical integration could be more preferred by the manufacturer and less preferred by the retailer if the initial goodwill level is sufficiently high. Besides, unlike previous results in the literature, we found that when the agents’ discount rates are very different, joint profits could be lower under vertical integration than in the non-cooperative case, which yields an inefficient cooperation.
In the third study, we consider a supply chain that faces a potential brand crisis, with one manufacturer deciding quality improvement and global advertising levels, and one retailer determining local advertising effort. The goodwill model is adopted here under the assumption that when the crisis happens, the companies suffer a sharp decrease in the goodwill. We characterize the feedback Nash equilibrium, and then we compare the corresponding quality and advertising strategies and outcomes with those of the case where the potential crises are absent, and where the
companies do not invest in quality. The effects of the instantaneous crisis rate and the short-term and long-term damages are also evaluated. Our results reveal that the pre-crisis quality improvement accelerates the goodwill build-up before the crisis, and also helps the recovery in post-crisis regime. Its twofold function suggests that one of the pre- and post-crisis regimes/instants ought to be matched with more intense investment in both quality and global advertising, depending on the overall effect of instantaneous crisis rate, short-term damage and long-term damage. This carryover effect also brings a non-monotonicity of quality improvement effort and value functions with respect to the instantaneous crisis rate. These properties leave the chance to mitigate the loss by anticipating crisis for both members under certain circumstances.
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Swami, Sanjeev. "Dynamic marketing decisions in the presence of perishable demand." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1998. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp03/NQ34631.pdf.
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Zhu, YutingPh D. Massachusetts Institute of Technology. "Dynamic marketing policies : constructing Markov states for reinforcement learning." Thesis, Massachusetts Institute of Technology, 2020. https://hdl.handle.net/1721.1/126961.
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Thesis: Ph. D., Massachusetts Institute of Technology, Department of Mechanical Engineering, May, 2020Cataloged from the official PDF of thesis.
Includes bibliographical references (pages 65-67).
Many firms want to target their customers with a sequence of marketing actions, rather than just a single action. We interpret sequential targeting problems as a Markov Decision Process (MDP), which can be solved using a range of Reinforcement Learning (RL) algorithms. MDPs require the construction of Markov state spaces. These state spaces summarize the current information about each customer in each time period, so that movements overtime between Markov states describe customers' dynamic paths. The Markov property requires that the states are"memoryless,"so that future outcomes depend only upon the current state, not upon earlier states. Even small breaches of this property can dramatically undermine the performance of RL algorithms.Yet most methods for designing states, such as grouping customers by the recency, frequency and monetary value of past transactions (RFM), are not guaranteed to yield Markov states. We propose a method for constructing Markov states from historical transaction data by adapting a method that has been proposed in the computer science literature. Rather than designing states in transaction space, we construct predictions over how customers will respond to a firm's marketing actions. We then design states using these predictions, grouping customers together if their predicted behavior is similar. To make this approach computationally tractable, we adapt the method to exploit a common feature of transaction data (sparsity). As a result, a problem that faces computational challenges in many settings, becomes more feasible in a marketing setting. The method is straightforward to implement, and the resulting states can be used in standard RL algorithms. We evaluate the method using a novelty a lidation approach. The findings confirm that the constructed states satisfy the Markov property, and are robust to the introduction of non-Markov distortions in the data.
by Yuting Zhu.
Ph. D.
Ph.D. Massachusetts Institute of Technology, Department of Mechanical Engineering
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Atanassova, Iva Valentinova. "Social media practices in SME marketing activities : a dynamic capability approach." Thesis, University of Portsmouth, 2016. https://researchportal.port.ac.uk/portal/en/theses/social-media-practices-in-sme-marketing-activities(51e63012-f766-4dee-b336-67e05c73a26c).html.
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This thesis explores the marketing transformation processes taking place in a diverse selection of SMEs as a result of their use of social media. Building on literature from SME marketing, social media and dynamic capabilities, the Market Intelligence Accumulation Through Social media (MIATSM) model is developed and presented, which conceptualises the processes and factors, affecting the organisational ability to transfer market intelligence gained from social media into internal, organisational-level learning and marketing evolution. The study employs phenomenological case study methodology to develop five explorative case studies of diverse SMEs operating in South East England. The data was collected via semi-structured interviews with key actors, social media data and informal discussions, and thematically analysed using MIATSM model. The MIATSM model application demonstrated that at the operating capability level, through the use of social media on a daily basis, and applying proactive logic, two of the studied companies built absorptive capacity and this learning was captured on a strategic level and led to strategic changes in their marketing practices. Organisational VRIN (valuable, rare, inimitable, non-substitutable) resources, such as loyalty, engagement, and relationships, were also positively impacted. The other three case companies exhibit disjointed, outbound practices, unclear strategic direction, rigid structure, narrow mind sets, and broken internal communication flows, which constrained the accumulation and application of market intelligence for marketing evolution. The findings of this research highlight that the organisational factors – culture, structure and systems, actors, and resources – have crucial importance for developing an ability to adapt to new information that arises externally, and reaping the benefits of organisational social media use. The findings demonstrate the research and practical application of the MIATSM model in shedding light on the highly context-dependent and under-researched processes of absorptive capacity development on operating and dynamic capability level through the use of social media, and the follow-on marketing evolution. This thesis makes original contributions in that it extends the understanding of the role of social media for SME marketing practices development, and provides a model to guide understanding development in the area. Additionally, these findings bring contribution and new insights to the SME Marketing, Social Media and Dynamic Capability literature. Future research should build on this study by applying the MIATSM model to other industry and organisational contexts.
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Zhang, Sidong. "Dynamic model of quality improvement using quantity incentive contract." Related electronic resource: Current Research at SU : database of SU dissertations, recent titles available full text, 2008. http://wwwlib.umi.com/cr/syr/main.
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Richard, Émile. "Regularization methods for prediction in dynamic graphs and e-marketing applications." Phd thesis, École normale supérieure de Cachan - ENS Cachan, 2012. http://tel.archives-ouvertes.fr/tel-00906066.
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Predicting connections among objects, based either on a noisy observation or on a sequence of observations, is a problem of interest for numerous applications such as recommender systems for e-commerce and social networks, and also in system biology, for inferring interaction patterns among proteins. This work presents formulations of the graph prediction problem, in both dynamic and static scenarios, as regularization problems. In the static scenario we encode the mixture of two different kinds of structural assumptions in a convex penalty involving the L1 and the trace norm. In the dynamic setting we assume that certain graph features, such as the node degree, follow a vector autoregressive model and we propose to use this information to improve the accuracy of prediction. The solutions of the optimization problems are studied both from an algorithmic and statistical point of view. Empirical evidences on synthetic and real data are presented showing the benefit of using the suggested methods.
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Mullick, Shantanu. "Three essays on dynamic models with applications in marketing and finance." Thesis, Cergy-Pontoise, Ecole supérieure des sciences économiques et commerciales, 2016. http://www.theses.fr/2016ESEC0003.
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Cette thèse se compose de trois chapitres qui présentent trois articles indépendants portant sur l’application de modèles dynamiques dans les domaines du marketing et de la finance. Le premier article adopte une approche structurelle des modèles dynamiques pour analyser la relation entre les revenus et l’impact des taxes sur les produits de grignotage (fat taxes). Le deuxième et le troisième article utilisent des modèles dynamiques en forme réduite : nous y mobilisons des modèles hiérarchiques dynamiques qui intègrent un cadre bayésien hiérarchique à un Modèle Linéaire Dynamique. Le second article étudie la tarification dynamique des produits de saison à l’aide d’un modèle hiérarchique dynamique et flexible. Le troisième article analyse le coût du financement des opérations commerciales au cours de la crise financière de 2008-2009 au moyen d’un modèle hiérarchique dynamique. Dans le premier article, nous utilisons un modèle structurel dynamique pour analyser la corrélation entre les revenus et l’impact d’une taxe sur les produits de grignotage (ou fat tax). Les résultats montrent qu’une telle taxe a moins d’impact sur les individus à faibles revenus que sur ceux dont les revenus sont plus élevés, dans la mesure où le premier groupe a davantage tendance à consommer des snacks. Dans le second article, nous élaborons un modèle hiérarchique dynamique et flexible pour estimer la trajectoire des sensibilités-prix afin d’en déduire le tarif dynamique des produits de saison. Nous constatons que les prix optimaux dépendent de la composition de la clientèle du magasin, et que les vendeurs de produits de saisons peuvent en tirer profit lorsqu’ils fixent leurs tarifs. Dans le troisième article, nous utilisons un modèle hiérarchique dynamique pour étudier l’impact de quatre indicateurs macroéconomiques sur le coût du financement des opérations commerciales pendant la crise financière de 2008-2009, ainsi que pendant les périodes qui l’ont précédée et suivie. Nous constatons que l’impact de trois de ces facteurs macroéconomiques (croissance du PIB, échanges commerciaux et inflation) sur le financement commercial est conforme aux prédictions théoriques, tandis que l’impact du quatrième facteur (capitalisation boursière) semble assez surprenantThis dissertation consists of three chapters that present three standalone essays on the application of dynamic models to marketing and finance. The first essay uses a structural approach to dynamic models to study the role of income on the impact of fat taxes. The second and third essays use a reduced form approach to dynamic models: we use dynamic hierarchical models which incorporate a Hierarchical Bayesian framework in a Dynamic Linear Model. The second essay studies the dynamic pricing of seasonal goods with the help of a flexible dynamic hierarchical model. The third essay studies the cost of trade finance during the financial crisis of 2008-2009 using a dynamic hierarchical model. In the first essay, we use a dynamic structural model to investigate how income interacts with the impact of a “fat tax” (a tax on snack food). We find that the low-income group is less impacted by a “fat tax” compared to the higher income group as they have a higher tendency to consume snack food. In the second essay, we develop a flexible dynamic hierarchical model to estimate the trajectory of price sensitivities which allows us to infer the dynamic prices of seasonal goods. We find that optimal prices depend on the customer composition of the store, and seasonal goods retailers can take advantage of this while setting prices. In the third essay, using a dynamic hierarchical model we examine the impact of four macroeconomic indicators on trade finance costs in and around the financial crisis of 2008-2009. We find the impact of three of these macroeconomic factors (GDP growth, trade and inflation) on trade finance to be in line with the theory, while the impact of the fourth factor (stock market capitalization) on trade finance appears somewhat surprising
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XIE, Yan Bin. "Creation of principal-agency relationship value : social capital and dynamic learning capability perspectives." Digital Commons @ Lingnan University, 2008. https://commons.ln.edu.hk/mkt_etd/6.
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In this 'age of turbulence' (Greenspan, 2007), businesses, in response to challenges of globalized competition, escalated customer expectation, and disruptive technological innovations, find innovative value propositions (Slater, 1997) critical for survival and sustained competitiveness. In lined with relationship marketing that suppliers need target valuable custome r to establish long-term relationship for survival in fierce competition (Gronroos, 2000), scholars (e.g. Walter, Ritter & Gemunden, 2001) looking from supplier perspective identify direct and indirect value as two dimensions for supplier-perceived relationship value. Direct value-based drivers of business relationships consist of higher profits from the product and service offering (i.e. profit function), growth of trade volumes (i.e. volume function), and the possibility to sell over-capacity (i.e. safeguard function). Indirect value-based drivers of business relationship consist of customers’ contribution in cooperative development of new products or processes (i.e. innovative function), intelligence about the markets and customers (i.e. market function and scout function), and facilitation of access to important third parties (i.e. access function).
To extend prior literatures, this study tries to explore the antecedents of relationship value from both dynamic capability perspective and social capital perspective. Drawing upon a database of 411 manufacturer-channel partner relationships, this study examines the impacts of three dimensions of social capital (i.e. structural, relational, and cognitive dimensions: in the forms of extra- industry ties of principal managers, competence-based trust, and strategic consensus with a specific channel partner), and two types of learning (i.e. exploratory learning and exploitative learning) on the creation of relational value, that in turn, affects relationship performance. Specifically, the findings demonstrate that: (1) relationship value has impact on both relationship performance and market performance; (2) dynamic learning capabilities have significant impacts on the creation of relationship value; (3) social capital of principals contributes a lot to the creation of relationship value; (4) the impacts of social capital on relationship value are partially mediated by exploratory and exploitative learning; and finally (5) knowledge non-redundancy between principals and agents positively moderates the overall linkage between social capital and principal-agent learning. On the basis of current findings, managerial implications and future research directions are drawn.
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Almeida, Marcos Inácio Severo de. "Marketing impact on B2B sales and market share : a dynamic approach to gasoline retailing in Brazil." reponame:Repositório Institucional da UnB, 2016. http://repositorio.unb.br/handle/10482/22703.
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Tese (doutorado)—Universidade de Brasília, Programa de Pós Graduação em Administração, 2016.Submitted by Camila Duarte (camiladias@bce.unb.br) on 2016-07-21T15:24:50Z No. of bitstreams: 1 2016_MarcosInacioSeverodeAlmeida.pdf: 2154963 bytes, checksum: 1500bbe296e514c2dcb32832204fc07e (MD5)
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Desempenho é uma temática que se encontra no núcleo da atividade mercadológica, considerado de extrema importância por pesquisadores. Os motivos subjacentes pela variabilidade de medidas como vendas e participação de mercado baseiam decisões de gestores da área e constituem a base de modelos de resposta em marketing. Por essas razões, o objetivo principal dessa tese é explicar o impacto de estratégias mercadológicas em vendas de marca, de categoria e na participação de mercado. Pesquisas que avaliam diretamente o efeito do marketing são frequentes em países industrializados. Entretanto, editoriais de periódicos respeitados da área destacam a necessidade dos esforços investigativos se concentrarem nos desafios que economias emergentes como o Brasil apresentam para o desenvolvimento da disciplina. A abordagem utilizada nessa tese preenche essa lacuna e fundamenta-se no varejo de gasolina, um ambiente competitivo que apresenta certas particularidades dos elementos mercadológicos. O ponto de partida deste trabalho é delimitar essa singularidade em um capítulo conceitual, que estabelece o desempenho mercadológico no campo Business-to-Business (B2B) em economias emergentes como tema de interesse. Essa seção delimita dois quadros teóricos como fundamentação conceitual e incorpora o mercado de gasolina como campo de estudo para duas iniciativas empíricas baseadas em análises de séries temporais. O primeiro estudo empírico se concentra na explicação das vendas de marca em um contexto marcado pela competição entre produtos com e sem marca. A metodologia envolveu a classificação descritiva das vendas em seis posições, que variam entre o pior e o melhor cenário para gestores. O segundo estudo empírico explora a importância do serviço, uma vez que essa foi a variável que mais produziu efeitos positivos na seção anterior. Esse estudo se concentra na análise do impacto da diferenciação de serviço em venda de marca, de categoria e na participação de mercado, com auxílio de uma metodologia dividida em dois estágios. As questões abordadas nessa tese são importantes para a pesquisa de marketing pois detalham o comportamento de medidas de desempenho no contexto B2B de uma economia emergente. Essa contribuição provoca implicações para a prática mercadológica, uma vez que os gestores podem compreender os processos envolvidos na variação de medidas de desempenho mercadológico.
Performance is at the core of marketing practice and is regarded as a critical subject by researchers. The variation of measures such as sales and market share underpins managers decisions and constitutes the basis of response models and this is why the primary objective of this thesis is to explain the impact of marketing strategies on brand and category sales and market share. Research that directly assess the marketing effect reached an overemphasizing condition, especially in industrialized countries, but recent editorials from important journals are stressing the need to shed light on the challenges that emerging economies like Brazil pose to the development of the discipline. The approach detailed in this thesis seeks to fill this gap, anchored in the gasoline retailing context, a competition environment which presents singularities of marketing elements. The starting point is to underscore this particularity in a conceptual chapter dedicated to establish Business-to-Business (B2B) performance in emerging economies as the subject of interest. The theoretical part highlights two established frameworks and incorporates the gasoline market as the foundation for two empirical avenues based on time series analysis. The first empirical study focuses on explaining brand sales in a setting where branded and unbranded competition coexist. The methodology involved the classification of brand sales into six descriptive positions, ranging from what is considered the worst to the best scenario for managers. The second empirical chapter explores the importance of service because this was the most impactful variable of the preceding study. We analyse the positive effect of service differentiation on brand, category sales and market share using a methodology divided into two stages. The issues addressed in this thesis are important for marketing research because outline how performance measures in a B2B setting behave in an emerging economy. This contribution also arouses implications for practice, where managers can understand the processes involved in the variation of brand and category sales and market share.
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Krause, Juergen Frank. "The environmental impact on international marketing in SMEs : the case of German Mittelstand firms." Thesis, Manchester Metropolitan University, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.285471.
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Rezende, de Azevedo Tadeu. "Dynamic cycles of strategy, marketing and sales : a framework for capital goods industries." Thesis, Massachusetts Institute of Technology, 2013. http://hdl.handle.net/1721.1/81067.
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Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2013.Cataloged from PDF version of thesis.
Includes bibliographical references (p. 133-138).
This thesis proposes a framework to help managers facing growth challenges or commoditization problems in business to business, particularly with capital goods. The framework is based on the proposition that strategy, marketing and sales are cycles that happen with different durations. Strategy defines perspective, plans, position and patterns. It encompasses several marketing cycles where offerings are defined; pricing policies are declared; channels are chosen and promotions are deployed. Several cycles of sales will happen within a marketing cycle with respect to the timing of deals in the specific industry in which the firm operates. The framework proposes the use of strategy-based analysis to identify whether problems and the need for change or adjustment are in the strategy, marketing or sales dimension. Various aspects of strategy, marketing and sales that are relevant for capital goods are presented, drawing on parallels from practical examples based on companies or evidence from the literature. Specific propositions of strategy related to platforms, services and integrated services are presented. Four companies (ABB, GE, Voith Hydro and Rockwell) have been studied to illustrate the thesis. A collection of practices for the implementation and adaptation of changes in the organization are discussed. The thesis concludes that there is no right or wrong approach, and that it is important that managers ensure consistency within these dimensions and with other areas of the firm. Finally, some ideas for the next steps are discussed.
by Tadeu Rezende de Azevedo.
M.B.A.
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Hinson, Cathy Creed. "The service industry and the aging population: marketing opportunities in a dynamic environment." Thesis, Virginia Tech, 1988. http://hdl.handle.net/10919/45155.
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The care of the elderly is a growing problem. Existing services are inadequate for the needs
of an aging population. In order to suggest new services to deal with the care of the elderly, this
report examined four areas: the demographic characteristics of our aging society, the nature of
services in general, services provided to the elderly population, and the application of role theory
to the caregiver/care recipient dyad. Role theory identified conflicts felt by both the caregiver and
care recipient.
These conflicts were explored in three sets of focus group interviews: women 65 years old
and older, women familiar with the experience of primary caregiver, and women between the ages
of 23 and 42 (the age range representative of the Baby Boom cohort). Information from these
interviews was used to understand both current and future perceptions of the elderly and of the role
of caregivers in this society and what services they perceive are necessary for the elderly to function
independently in this society.
Master of Science
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Ghose, Tapu Kumar. "Dynamic Pricing in Electronic Commerce using Neural Network." Thesis, University of Ottawa (Canada), 2010. http://hdl.handle.net/10393/28617.
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There exist intelligent agents to aid online sellers to dynamically calculate a competitive price for their products in online markets. However, these intelligent agents usually make a number of assumptions for dynamic pricing. Some intelligent agents assume that sellers consist of prior knowledge about the online market parameters. In other words, the agents assume that the sellers are well aware of other competitors' pricing strategies, consumers purchase preferences, consumers' reservation price, profit made by other competing sellers etc. In addition, other agents assume that price is the only attribute that determines consumers' purchase decision. On the contrary, in real life sellers have limited or no prior knowledge about the market parameters. In addition, nowadays along with price other attributes such as after sale service, product quality etc. contribute in determining consumers' purchase decision. In this thesis, we propose an approach where sellers have limited knowledge on market parameters. We also assume that buyers' purchase decisions are based on multiple attributes. We are using a feed-forward neural network approach for calculating a competitive price dynamically to increase the sellers' revenue. Product price, product quality, delivery time, after sales service and seller's reputation are taken into consideration while determining the competitive price of the product by our model. In our experimental evaluation we showed that once the sellers, by considering the five attributes, set an initial price of the product, our model adjusts the price of the product automatically with the help of neural network in order to raise the revenue. In setting the initial price of a product, we assume that sellers use their prior knowledge about the prices of the product offered by other competing sellers. Any other prior knowledge like buyer demand or competitor's price setting behaviors is not used in our evaluation. The experimental results portray the effect of considering the five attributes in earning revenue by the sellers. Before concluding with directions for future works, we discuss the value of our approach in contrast with related work.
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Lu, Ji. "Maladaptive eating and the dynamic interactions between component processes in "cold" and "hot" systems." Thesis, McGill University, 2011. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=96821.
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Unhealthy food consumption is impulsively driven by a "hot" cue-induced process that is tied to an attentional bias to rewarding cues. Consumers are also able to rely on a "cold" executive process to control their eating behaviour. This thesis proposes that executive control consists of component processes, including selective attention, inhibitory control, and mental flexibility. A dynamic interaction between these components and an attentional bias toward rewarding cues can be reflected in impaired executive functions. An empirical study employs Affective Shifting Task to access individual difference in these interacting components, and links them to everyday high-caloric snack consumption. The results show that to what extent the attentional bias can interfere with executive functions is predictive of one's unhealthy food consumption. Furthermore, restrained eaters, who are more vulnerable to unhealthy food craving, exhibit worse mental flexibility but better inhibitory control.La consommation d'aliments malsains est impulsive sur un processus induit aux signaux "chauds" qui est lié à un biais attentionnel aux signaux enrichissants. Les consommateurs peuvent également compter sur un processus exécutif "froid" pour contrôler leur régime alimentaire. Cette thèse propose le contrôle de l'exécutif, qui se compose de processus composants, y compris l'attention sélective, le contrôle inhibiteur, et la flexibilité mentale. Une interaction dynamique entre ces composantes et le biais attentionnel des indices enrichissants peut s'expliquer par une déficience des fonctions exécutives. Une étude empirique emploie "Affectif Shifting Task" pour accéder à des différences individuelles dans l'interaction de ces composants, les reliant par la même occasion à la consommation quotidienne des collations riches en calories. Les résultats montrent à quel extrême le biais attentionnel peuvent interférer avec les fonctions exécutives et peuvent prédire la consommation d'aliments malsains d'un individu. En outre, les mangeurs qui se retiennent et qui sont plus vulnérables quand à l'exposition aux aliments malsains montrent de bien pire flexibilité mentale, mais de meilleur contrôle inhibiteur.
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Nass, Ole. "Optimizing Online Marketing Efficiency By Analyzing the Mutual Influence of Online Marketing Channels with Respect to Different Devices." Doctoral thesis, Universitat Politècnica de València, 2019. http://hdl.handle.net/10251/122296.
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[ES] ¿Cómo es la atribución en un entorno de omnicanal? Se puede determinar una distinción
importante en contraste con la atribución en un entorno multicanal. Además de proporcionar
el proceso de análisis de marketing, una especificación del proceso estándar intersectorial
para la minería de datos (CRISP¿DM), se utiliza un enfoque de método mixto secuencial para
analizar la cuestión principal de la investigación.
En el primer paso de esta investigación se analizan las características y los requisitos de
atribución eficiente en un entorno omnicanal. A partir de entrevistas semiestructuradas con
expertos y de un proceso de investigación bibliográfica holística estructurada, se identifica
claramente la falta de un enfoque de atribución omnicanal. Los enfoques de atribución
existentes se identifican mediante la realización de un proceso estructurado de revisión de la
literatura. Estos enfoques identificados se evalúan aplicando los resultados de las entrevistas
semiestructuradas con expertos, es decir, los requisitos y características de una atribución
omnicanal eficiente. Ninguno de los enfoques de atribución identificados cumple con la
mayoría de los requisitos de omnicanal analizados.
Al tener la brecha de investigación ¿ la falta de un enfoque de atribución de omnicanales ¿
claramente identificada, se desarrolla un enfoque de atribución de omnicanales en la segunda
parte de esta investigación presentada. Utilizando la metodología MAP, la principal laguna de
investigación se llena proporcionando el Holistic Customer Journey (HCJ): una base de datos
lista para el omni¿canal y un enfoque de atribución de omni¿canal correspondiente. Entre
otras cosas, el enfoque de atribución desarrollado consiste en una clasificación de aprendizaje
automático. Esta investigación presentada es la primera en utilizar información de casi
240.000.000 de conjuntos de datos de interacción, que contienen información entre
dispositivos y entre plataformas. Todas las fuentes de datos subyacentes son proporcionadas
por una de las plataformas inmobiliarias más grandes de Alemania.[CAT] Com és l'atribució en un entorn de omnicanal? Es pot determinar una distinció important en contrast amb l'atribució en un entorn multicanal. A més de proporcionar el procés d'anàlisi de màrqueting, una especificació del procés estàndard intersectorial per a la mineria de dades (CRISP¿DM), s'utilitza un enfocament de mètode mixt seqüencial per analitzar la qüestió principal de la investigació. En el primer pas d'aquesta investigació s'analitzen les característiques i els requisits d'atribució eficient en un entorn omnicanal. A partir d'entrevistes semiestructurades amb experts i d'un procés de recerca bibliogràfica holística estructurada, s'identifica clarament la falta d'un enfocament d'atribució omnicanal. Els enfocaments d'atribució existents s'identifiquen mitjançant la realització d'un procés estructurat de revisió de la literatura. Aquests enfocaments identificats s'avaluen aplicant els resultats de les entrevistes semiestructurades amb experts, és a dir, els requisits i característiques d'una atribució omnicanal eficient. Cap dels enfocaments d'atribució identificats compleix amb la majoria dels requisits de omnicanal analitzats. En tenir la bretxa de recerca ¿ la manca d'un enfocament d'atribució de omnicanales ¿ clarament identificada, es desenvolupa un enfocament d'atribució de omnicanales a la segona part d'aquesta investigació presentada. Utilitzant la metodologia MAP, la principal llacuna de recerca s'omple proporcionant el Holistic Customer Journey (HCJ): una base de dades a punt per al omni¿canal i un enfocament d'atribució de omni¿canal corresponent. Entre altres coses, l'enfocament d'atribució desenvolupat consisteix en una classificació d'aprenentatge automàtic. Aquesta investigació presentada és la primera a utilitzar informació de gairebé 240.000.000 de conjunts de dades d'interacció, que contenen informació entre dispositius i entre plataformes. Totes les fonts de dades subjacents són proporcionades per una de les plataformes immobiliàries més grans d'Alemanya.
[EN] What does attribution in an omni¿channel environment look like? A major distinction can be determined in contrast to attribution in a multi¿channel environment. Besides providing the Marketing Analytics Process, a specification of the Cross¿industry standard process for data mining (CRISP¿DM), a sequential mixed method approach is utilized to analyze the main research question. Within the first step of this presented research characteristics, and requirements of efficient attribution in an omni¿channel environment are analyzed. Based on semi¿structured expert interviews and a holistic structured literature research process, the lack of an omni¿channel attribution approach is clearly identified. Existing attribution approaches are identified by conducting the structured literature review process. Those identified approaches are evaluated by applying the results of the semi¿structured expert interviews - the requirements and characteristics of efficient omni¿channel attribution. None of the identified attribution approaches fulfill a majority of the analyzed omni¿channel requirements. By having the research gap - the lack of an omni¿channel attribution approach - clearly identifed, an omni¿channel attribution approach is developed in the second part of this presented research. Utilizing the MAP methodology, the main research gap is filled by providing the Holistic Customer Journey (HCJ): an omni¿channel ready data foundation and a corresponding omni¿channel attribution approach. Among other things the developed attribution approach consists of a machine learning classification. This presented research is the first to utilize information from almost 240.000.000 interaction data sets, containing crossdevice and cross¿platform information. All underlying data sources are provided by one of Germany's largest real¿estate platforms.
Nass, O. (2019). Optimizing Online Marketing Efficiency By Analyzing the Mutual Influence of Online Marketing Channels with Respect to Different Devices [Tesis doctoral no publicada]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/122296
TESIS
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Haapanen, L. (Lauri). "Firms’ resource allocation between R&D and marketing in their international expansion:a functional level analysis." Doctoral thesis, Oulun yliopisto, 2017. http://urn.fi/urn:isbn:9789526216997.
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Abstract For a small and medium size firm (SME), expansion into new foreign markets is a remarkable milestone, requiring specific resources and capabilities. The purpose of this study is to explore how management in internationalizing small and medium-size firms allocate their limited resources between key functions, in particular, between marketing and R&D. This thesis builds on a resource-based view of the firm, a dynamic capabilities perspective, and the SME internationalization literature, and therefore assumes that a firm’s success in foreign markets is closely related to its internal resource and capability configurations. The findings of this study suggest that SMEs need a capability portfolio in which the relative importance of key capabilities varies as international expansion proceeds. It appears that throughout the international expansion process, investments in developing R&D capabilities do not notably decrease, not even at the time when SMEs need to begin to develop other activities, such as marketing. Closer examination reveals that investments in the capabilities’ underlying microfoundations, rather than the resource allocation between the key functions per se, determine the nature of the resulting competitive advantage. Cross-border mergers are specific situations that reveal the strong influence of function-specific microfoundations on functional capabilities and thus, on an SME’s dynamic capabilities. The results of this study show that in merger deals, each firm comes with distinctive cross-functional structures, processes, routines, and skills. Synergies might not be capitalized if management is not able to effectively align merging firms’ underlying microfoundations. The results in this thesis underline the invaluable role of SMEs’ management. The findings show that even if the different phases of international expansion require diverse managerial capabilities, unanimity among the top management team executives is needed (surprisingly) only when these SMEs are making substantial resource commitments. Such adoption to changing conditions is an illustration of dynamic managerial capabilities that partly determines success in international marketsTiivistelmä Pienelle yritykselle kansainvälistyminen on merkittävä virstanpylväs, joka edellyttää erityisiä resursseja ja kyvykkyyksiä. Tässä työssä on tarkoitus tutkia, kuinka pienen kansainvälistyvän yrityksen johto kohdentaa yrityksen rajallisia resursseja tuotekehitys- ja markkinointifunktioihin. Väitöskirjassa oletetaan, että pienten ja keskisuurten yritysten menestyminen kansainvälisillä markkinoilla liittyy olennaisesti yritysten käytössä oleviin resursseihin ja kyvykkyyksiin, ja tästä johtuen väitöskirjan teoreettinen osa rakennetaan resurssiteorian, dynaamisten kyvykkyyksien teorian sekä pienten yritysten kansainvälistymistä koskevien tutkimuksien yhdistelmänä. Työn tulokset osoittavat, että pienet yritykset tarvitsevat erityisen kyvykkyysportfolion, jossa eri kyvykkyyksien suhteellinen osuus muuttuu yrityksen kansainvälistymisen edetessä. Näyttäisi siltä, että yritysten investoinnit tuotekehitykseen eivät juuri pienene silloinkaan, kun yritykset aloittavat markkinointiin panostamisen. Lähempi tarkastelu kuitenkin osoittaa, että investoinnit eri funktioihin eivät sinänsä määrää syntyvää kilpailuetua, vaan edun luonne määräytyy sen mukaan, kuinka resurssit kohdennetaan taustalla oleviin kyvykkyyksien (mikro)rakenteisiin. Kansainväliset yrityskaupat ovat erityisiä tapahtumia jotka paljastavat funktiokohtaisten mikrorakenteiden merkittävän vaikutuksen. Työn tulokset osoittavat, että kussakin yksittäisessä fuusioituvassa yrityksessä on omanlaisensa, ajan myötä funktioiden välille muotoutuneet rakenteet, prosessit ja käytänteet. Yrityskauppojen hyödyt voivat jäädä saavuttamatta ellei näitä fuusioituvien yritysten funktioiden välisiä mikrorakenteita saada sujuvasti sulautettua yhteen. Tutkimustulokset korostavat pienen yrityksen johdon merkitystä. Kasvu kansainvälisillä markkinoilla vaatii johdolta erityistä kyvykkyyttä, mutta hieman yllättäen tulokset osoittavat, että johtoryhmän jäsenten yksimielisyys on tärkeää vain niissä kasvun vaiheissa, jotka edellyttävät erityisen merkittäviä sitoumuksia. Tällainen muuttuviin olosuhteisiin sopeutuminen on hyvä osoitus johdon dynaamisista kyvykkyyksistä, jotka osaltaan määräävät yrityksen menestymisen kansainvälisillä markkinoilla
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Sheehan, Daniel E. "Dynamic in-store decision making." Diss., Georgia Institute of Technology, 2015. http://hdl.handle.net/1853/54871.
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Much of our current understanding of how consumers shop for goods and services is based on cross-sectional analyses of end-of-trip variables (e.g., basket composition, total spending) that has largely assumed purchase behavior is constant over the course of a shopping trip, however research has begun to demonstrate how an initial purchase can influence a subsequent purchase decision. This suggests shopping behavior may not only vary throughout a shopping trip, but rather is specifically influenced by when a purchase decision occurs within a shopping trip. I build on this foundation through two essays that show how and why a consumer’s in-store purchasing behavior is influenced by both the decisions they have made and the decisions they anticipate to make later. The first essay demonstrates that a consumer’s relative spending— the price of an item, relative to the prices of the other items in the same product category—evolves nonlinearly over a single shopping trip, and this pattern is distinct for budget and nonbudget shoppers. The second essay examines whether and how encountering promotions in-store, but temporally in advance of the promoted product influences a consumer’s redemption decision. These findings suggest that shoppers’ decisions evolve of a single shopping trip as a function of the decisions and evaluations the have made earlier in the shopping trip, as well the decisions they still have left to make. In each essay, implications for researchers and practitioners are presented and opportunities for future research are discussed.
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Nilsson, Fanny, Felicia Schützler, and Jennifer Sturedahl. "Preventing Inertia: Levaraging the Usage of Facebook as a Dynamic Capability." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43950.
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Background – Inertia describes a state whereby companies develop slower relative the pace of change experienced by their environment, something most organizations experience at least once in their lifetime. Being in the state of inertia and consequently failing to adapt to change cause new businesses to replace old ones. Therefore, it is important for firms to be dynamic, which enables them to quickly recognize opportunities and threats. A way for companies to answer to these changes is to possess dynamic capabilities, which is found to be a solution for inertia. Digital innovation has played a key role in the evolution of dynamic environments. In order for companies to adapt to changing environments, the need for digital adaptation is becoming increasingly crucial. As a result, digital and social platforms have rapidly emerged throughout society, forcing companies to act to avoid stagnating in their development. Purpose - This thesis aims to analyze how the utilization of Facebook as a dynamic capability can prevent inertia through the microscope of the Dynamic Capability Framework. Method - Empirical data was collected through an interview study with employees at strategy and digital media consultancy firms. The participants possess extensive knowledge in the field of strategic implementation of social media. Primary data was gathered through semi-structured interviews and was analyzed in relation to the reviewed theory within inertia, dynamic capabilities, and digital innovation, by a thematic analysis. Findings - The findings of this thesis indicate that by dynamically utilizing Facebook, companies can extensively explore markets. This allows companies to continuously align existing resources by adapting and acting on identified trends within markets. Since these are actions within the Dynamic Capability Framework, a conclusion can be drawn that the usage of Facebook can be a dynamic capability. The usage of Facebook can therefore prevent organizations from entering the state of inertia. The findings further show that in order for the utilization of Facebook to be a dynamic capability, companies must possess extensive user skills and competencies. This research adds to the existing theory of digital media and business development by examining the usage of the social media platform, Facebook, through the lens of the Dynamic Capability Framework.
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Herzig, Anne, and Maria Karlsson. "The Influence of Organisational Culture on Dynamic Marketing Capabilities : A case study in the e-tail industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-66161.
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Purpose and research question: The purpose of this research is to explore how dynamic marketing capabilities in international e-tail companies are influenced by organizational culture. Furthermore, the aim is to contribute to the theoretical field of marketing capabilities, as well as providing practical implications to managers in international e-tail companies.How does organisational culture influence dynamic marketing capabilities in international e-tail companies? Method: The study is conducted with a qualitative method and an abductive approach, using a single case study design. The empirical data consist of eight semi-structured interviews with people at the company Scandinavian Design Center, in addition to secondary data and observations on site. Findings: The results of the study indicate that characteristics from four types of organisational cultures, including entrepreneurial, team, hierarchical and rational can influence DMCs positively and negatively on two levels: incremental and renewing. Team culture influences DMCs positively on both levels, while entrepreneurial culture has both positive and negative influence on different levels. Hierarchical and rational culture negatively influence DMCs on both levels, except when it comes to formal roles and articulated goals, which positively influence both incremental and renewing DMCs.
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Alarape, O. A. "Identifying the path through which entrepreneurial proclivity influences competitive advantage in international service ventures : do dynamic capabilities, marketing capabilities and international marketing strategy fit matter?" Thesis, University of Liverpool, 2017. http://livrepository.liverpool.ac.uk/3008132/.
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Entrepreneurial proclivity and competitive advantage have received significant attention from an international performance perspective within the context of the manufacturing sector but not for the service sector. While the manufacturing-focused research has contributed to the development of firm internationalisation through improved strategies, the international business climate has been largely unstable and continuously evolving with appreciable shift of interest to emerging economies for foreign direct investment (FDI) opportunities that will leverage technology to drive innovation; especially in the services sector. This is to foster the survival and expansion of international sales and internationalisation. The irony is that international service firms increasing growth has contributed immensely to the services position in the global trade, and there is need for international marketing theory and practice based on services internationalisation, and not just the current understanding and international marketing strategies solely rooted in the manufacturing sector. In response to this lacuna of knowledge in the existing knowledge and professional practice, this mixed methods action research inquiry attempts to shed light in the field through the development of a comprehensive framework of the precedence of competitive advantage in the context of international service ventures, and to further identify if the study findings can bring actionable knowledge and change in the researcher’s organisation. A major problem being addressed by this research is an in-depth understanding on why some international service ventures are successful in expanding their business internationally? What are the drivers of competitive advantage behind these international service ventures? Based on the dynamic capabilities theory and international marketing strategy literature reviewed, a set of research hypotheses developed and empirically tested affirming that the development and adoption of certain dynamic capabilities enhances the marketing capabilities available to international service ventures. This further fortifies the international service venture ability to achieve a proper fit between the international marketing strategy being pursued and the environmental context of implementation. Data collected from 260 international service ventures in Nigeria. The study findings formed the basis of reflection and discussion within the researcher workplace focus-group in order to identify how they could bring actionable knowledge and change in the researcher’s organization. The study results reveal a positive relationship between international marketing strategy fit and competitive advantage. International entrepreneurial proclivity found to be a significant precursor of sensing and reconfiguring processes where the actual influence fluctuates across different entrepreneurial proclivity aspects. By using mixed methods action research through a cyclic approach as an insider action researcher, the researcher was able to apply the survey findings in practice through focus-group taking action, evaluating the action and monitoring through quantitative and qualitative approaches within the context of the conceptual framework in order to solve this workplace-based problem and also to improve his practice. The findings discussed in light of existing knowledge, and possible limitations of the study considered. As a DBA action research project emphasis is placed on the implications/relevance of the research findings to scholars, business practitioners, managers, policy makers, investors and international service venture development. Future research opportunities identified and discussed. KEYWORDS: International entrepreneurial proclivity, international dynamic capabilities, marketing capabilities, marketing strategy fit, international service advantage, competitive advantage, international service venture, internationalisation of services, mixed methods action research.
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Butler, Laurence, and Jonas Lidgren. "Sitting on the Fence between Management and Marketing, A Strategic look at Psychological Switching Costs." Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-35229.
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Abstract
With the Introduction of the internet and human technological advancement, our everyday lives have changed dramatically over the past 20 years and because of this, how we communicate, form social networks and purchase or sell goods have also developed.
In the light of this, we have completed this thesis which concerns the influence of the internet and the possibilities of forming long lasting relationships between businesses and customers through what we have described as ‘Locking in’ the customer. This is done by forming ‘Psychological Switching Costs’ that make the cognitive process of switching too expensive or un-wanted by the customer. In order to develop an understanding of this we saw it as prudent to interview senior managers of businesses that operate mainly on the internet to discover if they attempt such strategic moves in, ‘Locking in’ customers. Thus forming the research question; How are Companies based on the internet using Psychological Switching Costs as a strategy to Lock in the customers?
The process by which the information was collected was through a qualitative method and semi-structured interviews. We found from the respondents that were interviewed that when it comes to operating a business on the internet it is important to consider, Transparency, Two-way communication, Simplicity, Agility and Flexibility in creating a loyal customer who is positively locked in. These were the strategies considered by the respondents to have an effect on customers.
One of the most interesting points that were made was that if the customer was locked in to the business, the business did not have to be as dynamic. Thus, according to the respondents, Psychological Switching Costs do have an influence on how they form strategy to Lock In customers. In that it can be beneficial to attempt to Lock in customers rather than develop other Dynamic Capabilities. This factor seems very relevant when considering communication, agility and flexibility, in that by forming relationships and strategies directly to the customer these companies are creating something that is difficult to substitute, un-imitable for their competitors and convenient to the customer.
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unal, belgin. "The Role of Dynamic Capabilities in Outsourcing Sales and Marketing Functions: A Resource-Advantage Perspective in the Context of Consumer Packaged Goods." Digital Archive @ GSU, 2011. http://digitalarchive.gsu.edu/marketing_diss/20.
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Outsourcing refers to contracting out the functions to a third party instead of conducting them in-house. The main contribution of this dissertation is to develop and test a model of successful outsourcing in the accomplishment of headquarters selling task. Specifically, it intends to (a) provide a theoretical framework for outsourcing partnership performance, (b) explore the potential complementarities construct in the context of a dyadic outsourcing relationship, (c) examine the role of learning dynamic capabilities in turning potential complementarities into outsourcing success, and (d) explicate the role of structural social capital as an antecedent to learning dynamic capability construct . The conceptual framework of the model is based on the resource-advantage theory which posits that resources, potential complementarities and dynamic capabilities are explicated as sub-constructs. The pool of respondents who are the practicing managers of outsourcing in the consumer packaged goods industry was used to test the hypothesized relationships. The findings showed that the learning dynamic capabilities construct is the most important factor affecting in the outsourcing partnership performance in the context of headquarters selling task. The task-related resources of the outsourcer had a significant positive effect on potential complementarities. However, the positive effect of the outsourcee’s task-related resources on potential complementarities was not significant. Likewise, the positive effect of the potential complementarities on the outsourcing partnership performance did not emerge as significant. The effect of structural social capital of the outsourcer had a significant but negative influence on learning dynamic capabilities. The positive effect of structural social capital of the outsourcee on learning dynamic capabilities and the moderating role of learning dynamic capabilities were found to be insignificant.
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Vincent, Leslie Harris. "Marketing Strategy Formulation in the Commercialization of New Technologies." Diss., Georgia Institute of Technology, 2005. http://hdl.handle.net/1853/7238.
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The key objective of Part I is to synthesize 23 years of innovation research findings from economic, strategy, and marketing literatures and extend the current theoretical knowledge base in these domains through meta-analysis. In general, empirical evidence of the nature of the relationship between innovation and its antecedents and consequences is provided, while at the same time providing answers to conflicting conclusions within this field. The conclusions reached provide a more comprehensive understanding of the drivers of innovation as well as the implications associated with the phenomena. In addition, this study seeks to aid in building a strong theoretical foundation relating to the nature of the relationship of innovation with key antecedents and outcomes. It is demonstrated that innovation serves as a partial mediator of the relationships between organizational and environmental antecedents and firm performance.
Part II builds upon the innovation foundations set forth in Part I and extends the focus to consider how innovations are commercialized outside traditional organizational boundaries. Drawing upon the Resource-based view of the firm, the impact of two dynamic capabilities (network ties and absorptive capacity) on marketing strategy formulation effectiveness is explored. Utilizing a unique sample of university pre-startup teams, this research is able to track these teams over time (longitudinal research design) and provide an empirical examination of the role of dynamic capabilities in the effective formulation of marketing strategies. There has been very little empirical research on the formation of strategies at the team level and furthermore, even less research examining marketing strategy making for technologies that were developed outside traditional organizational boundaries and without a predefined market application. Overall, this research will not only contribute significantly to the current innovation and marketing strategy literature, but will also open up new avenues of research in marketing entrepreneurship.
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Patwardhan, Abhijit. "Strategic orientation, organization learning, holistic firm-level marketing capability and firm performance : a dynamic capabilities view /." Full text available from ProQuest UM Digital Dissertations, 2009. http://0-proquest.umi.com.umiss.lib.olemiss.edu/pqdweb?index=0&did=1913289451&SrchMode=1&sid=1&Fmt=2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1278520813&clientId=22256.
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Sun, Yacheng. "Essays on optimal bucket pricing, dynamic product offering and customer win-back strategies of continuous subscription service." [Bloomington, Ind.] : Indiana University, 2008. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3319929.
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Thesis (Ph.D.)--Indiana University, Kelley School of Business, 2008.Title from PDF t.p. (viewed on May 11, 2009). Source: Dissertation Abstracts International, Volume: 69-08, Section: A, page: 3233. Advisers: Shibo Li; Rockney G. Walters.
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Basto, Jorge R. S. "Macau 1960s - 1990s technology upgrading in a toy manufacturer : a dynamic & interactive system of strategic management." Thesis, University of Macau, 1995. http://umaclib3.umac.mo/record=b1636682.
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Marshall, Ronald Scott. "Cross-cultural perspectives on the dynamic process of cooperation building in international distribution relationships /." view abstract or download file of text, 2000. http://wwwlib.umi.com/cr/uoregon/fullcit?p9977910.
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Thesis (Ph. D.)--University of Oregon, 2000.Typescript. Includes vita and abstract. Includes bibliographical references (leaves 128-135). Also available for download via the World Wide Web; free to University of Oregon users.
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Hoque, Mohammad. "Evolving dynamic marketing capability (DMC) and its role on export performance : an empirical study on export-oriented organizations in Bangladesh." Thesis, University of East Anglia, 2017. https://ueaeprints.uea.ac.uk/63167/.
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This study draws on the resource-based, knowledge-based, complementary and dynamic marketing capability theories in order to understand the internal dimensions of dynamic marketing capability (DMC) as well as the applicability of DMC in the exporting process. Specifically, this thesis investigates the multi-level structure of DMC, and also explores the crucial role of DMC in implementing knowledge-based resources to better value offerings within adverse market conditions. This study develops an integrated conceptual model that shows how knowledge-based resources and knowledge management capabilities enhance export performance. This research has employed structural equation modeling to understand the causal relationships through information from 315 personal interview-based surveys of export-oriented manufacturing and IT service organisations in Bangladesh. The results reveal that the DMC is a multi-level higher-order reflective construct that consists of four higher-order marketing capabilities. The findings show that DMC mediates the exporter's international ambidexterity dimensions (i.e. market exploration and market exploitation) to improve export performance under the lens of unpredictable market conditions and aggressive competitive pressures. In particular, this research identifies that DMC is a knowledge management process through which internationalisation knowledge can be implemented to satisfy customers' demands in exporting environments. The findings provide fresh insights by showing that the development of DMC is a complex process and it is not an ordinary marketing capability. An exporting organisation should adjust its accumulated internationalisation knowledge and knowledge management marketing capabilities in order to mitigate threats of radical market changes and satisfy its customers' demands better than other major export competitors.
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Isaacs, Julien(Julien Dylan). "Digital expansionism : exploring the U.S.-China technology dynamic through cybersecurity policy and international marketing strategies in the Cloud Computing Sector." Thesis, Massachusetts Institute of Technology, 2019. https://hdl.handle.net/1721.1/122125.
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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2019Cataloged from PDF version of thesis.
Includes bibliographical references (pages 86-94).
The U.S. and China remain largely separated from one another in terms of technological market access, with both sides implementing policy regimes serving as official or unofficial barriers to international trade, especially evident in data-sensitive industries, such as cloud computing. The result is a very low market share for American cloud computing providers in China, and vice-versa. This paper explores the U.S.-China dynamic insofar as government policy and action are concerned, the U.S. and China markets, and private enterprise's response and strategy in the cloud computing industry, which is notable not only given its value, $278.3 billion worldwide by 2021, but also its central position in the flow of global data.' The paper arrives at a number of conclusions. Firstly, given China's techno-nationalist policy regime, U.S. cloud computing firms, and by extension, all U.S. technology companies, will face increasingly limited market share and opportunity in China. Conversely, Chinese cloud computing providers, and by extension Chinese technology products, in general, may be able to successfully garner market share in the U.S. by offering innovative products with little to no substitutes, for which Americans will potentially waive their data privacy concerns in order to access (which may lead to unintended consequences). Lastly, the U.S. and China should work together to form, articulate and implement cybersecurity and data norms, enhancing international cooperation on a government and private enterprise level, effectively removing international trade barriers and promoting and enhancing market access. Cooperation, however, remains a challenge, given the differing policy objectives of the U.S. and China.
by Julien Isaacs.
S.M. in Management Studies
S.M.inManagementStudies Massachusetts Institute of Technology, Sloan School of Management
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Gomes, Roger. "The influence of just-in-time systems on physical distribution channel performance: an experiment utilizing a dynamic simulation decision support system." Diss., Virginia Polytechnic Institute and State University, 1988. http://hdl.handle.net/10919/53696.
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Currently many American industrial firms are considering the adoption of Just-In-Time (JIT) as an inventory control/material flow system. A JIT system can have several configurations. Examples exist of JIT being applied system-wide between all the echelons which make up a channel. There are also examples of firms adopting JIT only on the materials management side, or alternatively, only on the physical distribution side of a particular focal organization (echelon) within a channel.
The reality of uncertainty in the channel's operation and environment suggests that alternative inventory systems (such as JIT) must be evaluated under a range of internal operational uncertainty and external demand uncertainty conditions. This study offers a rational methodology to anticipate the performance impact of alternative system designs under realistic operating conditions.
The G.P.M. simulation model was used to represent the operation of a channel under sixteen treatment conditions. The research design was full factorial with two levels each of four factors (physical distribution JIT, materials management JIT, materials management operational uncertainty, and demand uncertainty). The response variables which were used as indicators of channel performance included: profitability, order cycle time, standard deviation of order cycle time, and percent customer orders filled.
Eleven research hypotheses explored the relationship between JIT configuration and uncertainty, both in terms of profitability and physical distribution service level maintained.
The major conclusions of the research are:
1. JIT is not the unidimensional system often depicted in descriptive studies. JIT effects tend to be complex, interactive, and level dependent. It is particularly difficult to predict the effect of JIT on one echelon, or on subsystems within echelons.
2. Rather than the inherent positive effects often attributed to JIT, results indicate negative effects for both profit and service under a range of uncertainty conditions.
3. Results support the common criticism of JIT that its performance is sensitive to uncertainty, particularly demand uncertainty. The performance of non-JIT systems were also shown to have similar sensitivity to uncertainty.
4. Most synergistic interactions between factors were not significant, but the statistical procedure for means comparison was acknowledged to be conservative.
5. Results also indicated that JIT systems may make the job of maintaining high customer service levels more difficult.Ph. D.
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Barbarin, Thibaut. "Les pratiques d'expérimentation d'affaires et leurs rôles dans l’émergence de compétences marketing adaptatives." Thesis, Paris Sciences et Lettres (ComUE), 2018. http://www.theses.fr/2018PSLED016.
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La thèse porte sur les pratiques d'expérimentation d'affaires, déployées au sein des organisations. Le contexte est caractérisé par la transformation digitale qui permet de déployer plus aisément les expérimentations que par le passé. Le cadre théorique choisi est celui des capacités marketing adaptatives (Day, 2011)Notre travail a pour objectif d'expliquer ce qui permet l'émergence d'une pratique d'expérimentation puis de montrer les conséquences de l’utilisation de l’expérimentation sur l’organisation, en particulier les conséquences en termes de changement de culture et de montée en compétences. Dès lors, nous nous intéressons aux processus d'apprentissage ayant lieu au niveau des équipes et de l'organisation lors des pratiques d'expérimentation.A partir d'entretiens exploratoires d'experts et de deux cas d'entreprise nous mettons en évidence la construction d'une capacité marketing adaptative.Notre contribution réside dans la mise en évidence de la culture de test, de la culture entrepreneuriale ainsi que la gestion de l'ensemble des niveaux d'apprentissage pour développer une capacité marketing adaptativeWe have studied the practice of business experiments inside organizations. Digital transformation makes business experiments practices much easier than they used to be. We have chosen adaptive marketing capabilities (Day, 2011) as our reference frame.Our goal is to describe what enables business experiments and to show the consequences of business experiments practices inside organizations. We have focused especially on cultural change and capabilities improvement. Therefore, we have worked on learning processes occuring during business experiments at a team level and also at an organizational level.Based on exploratory interviews and two business cases, we have brought into relief the building process of an adaptive marketing capability.Our contribution consists of the description of the building of an adaptive marketing capability, through test culture, entrepreneurial culture and the management of the whole learning levels
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Hrabec, Dušan. "Mathematical Programs for Dynamic Pricing - Demand Based Management." Doctoral thesis, Vysoké učení technické v Brně. Fakulta strojního inženýrství, 2017. http://www.nusl.cz/ntk/nusl-263401.
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Tato disertační práce se zabývá vývojem, modelováním a analýzou poptávkově orientovaných úloh, které zahrnují marketingová, operační a logistická rozhodnutí. Úlohy jsou zvoleny tak, aby mohly být dále rozšířeny o koncept tzv. dynamického oceňování a jiných dynamických marketingových rozhodnutí. V práci jsou využity dvě základní poptávkově orientované úlohy: a) úloha kolportéra novin, která je zvolena pro její jednoduchou formu a která tak slouží jako nástroj pro ilustrativní ukázky rozhodovacích procesů v podobných typech úloh, a b) úloha návrhu dopravní sítě, kde jsou využity některé výsledky a znalosti získané při řešení úlohy kolportéra novin. Kolportér (či obecně maloobchodník) čelí náhodné poptávce, která může být postupně ovlivněna oceňováním, marketingovými (tj. reklamními) rozhodnutími a nakonec jejich kombinací. Poptávka obsahuje tedy náhodnou složku, která je pomocí přístupů stochastické optimalizace modelována ve specifickém tvaru (tj. aditivní či multiplikativní tvar). Závislost cena-poptávka je zachycena pomocí nelineární klesající poptávkové funkce, zatímco (vhodná) reklama vede ke zvýšení poptávky (běžně rostoucí s-křivka či konkávní funkce). Výsledky získané při řešení úlohy kolportéra novin s oceňováním jsou následně využity v úloze návrhu dopravní sítě. Tato stochastická úloha je modelována (reformulována) pomocí dvou přístupů stochastické optimalizace: wait-and-see přístup a here-and-now přístup. Jelikož tato implementace vede na lineární či nelineární celočíselnou (navíc scénářovou) úlohu, jsou v práci zmíněny taky výpočetní nástroje. Autor pro řešení používá (původní) tzv. hybridní algoritmus, což je kombinace heuristického (genetického) algoritmu a nástroje optimalizačního softwaru. Potenciální aplikace sestavených modelů, obzvláště v oblasti odpadového hospodářství, jsou diskutovány v závěrečné části disertační práce.
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Liu, Hsiu-cheng, and 劉琇錚. "System Dynamics Simulation for Internet Marketing." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/88976911751270553216.
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碩士義守大學
資訊管理學系碩士班
96
Not only does the cyberspace update rapidly, but the new network technology also develops immediately. This trend does not conform to the former cyber-law so that its future development is boundless and unpredictable. Since the connection between the entrepreneurial management and information technology is gradually close and significant, based on the information feedback, the managers are able to improve their marketing strategies, as helps the enterprise to fit in with the latest business circumstance and to operate sustainably. Recently most researches on internet marketing focus on statics approaches, but they cannot provide the relative business manager to make right decision because their structure do not consider dynamic models and complex parameters. In the process of business operation, the mangers may meet some situations, such as short-term flourishing and lacking of lastingly sales momentum, or lost to the business management but fall in the puzzle of capital growth. Suffice it that the manager should cautiously take care of all kinds of risk and various problems in order to avoid management in liquidity debt. Because the action of website visitors includes three factors: dynamics, time-delay and information feedback. However, system dynamics can actually solve such kinds of problem. Moreover, it has ability of prediction of management parameters, which can help the manager to be clear-eyed and clear-headed. An online shopping store is chosen as the study object, and the simulation model is built to help the manager to make decisions that distribution of the capital and use of internet marketing. So, we combine web chain with system dynamics to apply the decision on capital. And this research uses the system dynamic model as a policy laboratory to test a lot of policies and evolve the appropriate strategy in order to reduce cost and increase revenue. According to the simulation of the model: first, we have to improve the four key parameters, included price, lost, customer sales effectiveness and fixed marketing input in order to increase the performance of the site''s revenue. Second, we make capital investment ratio evenly distributed and not focus on enhancing web-popularity.
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Kuo, Chen-ta, and 郭政達. "As Study On The Private Winery`s Dynamic Decision To Marketing Project By System Dynamics." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/57378329117363954486.
Full textAbstract:
博士國立臺南大學
科技管理研究所碩士班
98
Alcoholic drink became normal commodities in Taiwan market after Taiwan joined WTO. Due to the enormous market and profit, so many companies wanted to enter the market. However, the industry environment was very hard for the new companies because they should faced not only the original state-owned enterprises and a lot of new entering competitors, but also some negative society issues, such as fake liquors. Therefore, if companies cannot innovate in products, services, marketing, and business model, they may not make breakthroughs in this hard environment. The private winery C winery as a case in study was not only in the difficult environment, but also their ways of marketing could not deliver the value of products and brand awareness. They didn`t accurately consider the relationship of performance and cost either. Although the C winery produced liquors with great quality, they still could not improve their sell because of the reasons above. Therefore, this study first developed an innovative marketing strategy based on industry analysis, competency analysis and the ideal of Relationship Marketing, than probed for how much resource (finance) should be invested and the level of goals should be achieved in System Dynamics view. To avoid not only fail to recover costs, but aggravated financial affairs, this study examine the feasibility of strategy and predicted the level of goal; also suggested the appropriate decision in each situations of how many finance resource should be invested in SD view. The research result showed that below: 1. We can examine the feasibility of strategy in System Dynamics. 2. Relationship Marketing is a great way to improve financial performance for the companies which are lack of marketing resource. 3. To improve the quality of service in Relationship Marketing view can effetely increases consumer satisfaction and customers'' loyalty. The study also advised some suggestions to the C winery: 1. It is practicable to execute the strategy by SWOT analysis. 2. To develop other ways to contact customers and increase the quality of service in Relationship Marketing view. 3. It is effect to earn some resource by some projects which are supported by government.
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Dinçerler, Cantekin. "Futures risk premia and price dynamics in energy industry." 2001. http://hdl.handle.net/2152/10404.
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Huang, Yin-Ping, and 黃吟萍. "The System Dynamics Structure of Gray Market for Marketing Channel." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/69624716443826998812.
Full textAbstract:
碩士大葉大學
資訊管理學系碩士班
94
Gray market effect is a special issue not only exists in many countries but also a common phenomenon in several merchandise markets. There is an unique difference between gray market and black market: counterfeits are traded in a black market while genuine goods are traded in a gray market. A gray market is especially rising and flourishing after genuine goods parallel importation is legalized. Taiwan, a island economy, heavily depends on world trade, has multiple gray markets in various industries such as the import car market, car lubricating oil market, exclusive cosmetic market and etc. These gray markets cause complicated and disordered marketing channels. This thesis,selects the gray market of car lubricating oil as an example, of which there are up to 200 brands on Taiwan’s market, and uses system dynamics to discuss its structure. The market of car lubricating oil in Taiwan is a complex system, composed of several key players, including brand holders, agents, retailers, and parallel importer. The research results show that the rising international oil price has little impact on brand awareness, but it reduces importations through authorized dealers as well as car registrations, the significance of brand reputation, and the demands for car lubricating oil.
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Greene, Mallik. "Modeling the Dynamics on the Effectiveness of Marketing Mix Elements." 2014. http://scholarworks.gsu.edu/bus_admin_diss/43.
Full textAbstract:
The objective of this study is to conduct a marketing mix modeling to measure the effectiveness of past marketing activities on the product sales using a time-varying effect model (TVEM) approach. The longitudinal intensive data for this study has come from a large ice cream manufacturer in USA. Traditionally, static regression models have been used to measure the effectiveness of marketing mix variables to predict sales. And, these models used to find the time independent effect of the covariate on the dependent variable. On the other hand, a dynamic model such as time-varying effect model takes time into consideration. Researchers can model the changes in the relationship between dependent and independent variables over time using time-varying effect model. This is the first study, where a time-varying effect model approach has been used to measure the effectiveness of marketing mix elements in the ice cream industry. In addition, we have compared the predictive validity of both static and dynamic models using this data set.
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"The effect of institutional quality on export dynamics." 2013. http://library.cuhk.edu.hk/record=b5549323.
Full textAbstract:
本文探讨了国家制度环境对出口企业以及出口企业动态的影响。目前关于制度对贸易总值影响的研究已引起了越来越多的关注。然而，关于制度环境对贸易动态影响的研究是非常有限的。所有现有的研究都是基于对某一国家的分析。本文采用世界银行出口企业动态数据库，该数据库包含45个出口国以及200多个进口国的多国面板数据。研究表明，有效的制度环境会增加两国间的出口企业的数量以及出口企业的存活率。良好的制度环境会减少双方违反合同的可能性同时减少对合同执行以及经济法律体制的不确定性。其次，研究表明,与出口国不同，进口国的制度环境对出口企业的平均出口值有负面的影响。进口国有效的制度环境吸引了一些边际生产者进入出口市场，从而降低了整体企业出口的平均值。最后，本文发现制度环境的提升会减少出口企业的市场进入率。有效的制度环境会提高出口市场的稳定性，减少市场内部的流动率。This paper studies the effect of institutional quality on exporter behavior and export dynamics. There is a growing interest in the study on the effect of institutions on aggregate trade volume in the recent literature. However, the analysis of institutional effect on the dynamics of trade is relatively limited. Besides, all the existing studies that analyze the dynamic effect of institutions are based on exporting firms in a single country. We use the Exporter Dynamics Database from World Bank that contains rich panel of cross-country data involving 45 exporting countries and more than 200 importing countries in the world. First, we find that there are more exporting firms and the survival rate of the exporting firms is higher in better institutional environment. The good contracting environment makes the breach of the contract more difficult and reduces the uncertainty about contract enforcement and general economic legal system. Secondly, we show that institutions in the importing country have a negative effect on average export value, which is different from the exporting country. The effective institutions in the importing country attract some marginal producers in the export market which reduces the average export value per firm. Finally, entry rate of the exporting firms reduces with the quality of the country’s institutions. The good institutional environment increases market stability and reduces the turnover rate in the export market.
Detailed summary in vernacular field only.
Liu, Xiaojie.
Thesis (M.Phil.)--Chinese University of Hong Kong, 2013.
Includes bibliographical references (leaves 59-63).
Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web.
Abstracts also in Chinese.
Chapter 1. --- Introduction --- p.5
Chapter 1. --- Related Literature --- p.8
Chapter 2. --- Data Analysis --- p.12
Chapter 3. --- Empirical Analysis --- p.17
Chapter 4. --- Discussion of the Results --- p.20
Chapter 5.1 --- Extensive Margin --- p.21
Chapter 5.2 --- Intensive Margin --- p.23
Chapter 5.3 --- Entry Rate --- p.24
Chapter 5.4 --- Survival Rate --- p.26
Chapter 5. --- Econometric Issues --- p.29
Chapter 6.1 --- Omitted Variable Bias --- p.29
Chapter 6.2 --- Endogeneity --- p.30
Chapter 7. --- Sensitivity Analysis and Robustness Checks --- p.32
Chapter 7.1 --- Sensitivity to Alternative Samples --- p.32
Chapter 7.2 --- Using Alternative Measures of Institutional Quality --- p.33
Chapter 8. --- Conclusion --- p.35
Tablesand Figures --- p.38
References --- p.59
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"Customer Participation in Service Conversations - An Investigation of the Dynamics of Service Context." Doctoral diss., 2013. http://hdl.handle.net/2286/R.I.17767.
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abstract: In this research, I focus on service conversations in professional services. For most Business-to-Business or Business-to-Consumer professional services, the service conversation is an important part of the service experience and is critical to solutions co-creation as well as customer satisfaction. In this research, I examine service conversation sequences at the micro-level and explore two important research questions: (1) how do I explain the dynamics of moment-by-moment Customer Participation in Service Conversations (CPSC)? and (2) how do the temporal and process dynamics of CPSC relate to customer satisfaction and solution compliance? From a dynamic context perspective, I develop a conceptual framework that explains the co-existence of stable and dynamic customer participation behavior in a service conversation. I conduct a series of lab experiments and an observation study of online conversations between 173 customers and 52 doctors to empirically validate the conceptual framework. This research demonstrates that at any given moment, customers manage their information sharing and interaction control based on their mental representation of the context complexity. Although the context-behavior relationships are stable, the service conversation context is dynamic. The service provider's behavior can constantly change and introduce new context cues. When the context changes so does the CPSC behavior. Finally, this research shows that to improve customer satisfaction, customer perceived service quality, and customer solution compliance, service providers should focus on helping customers reduce their perceived context complexity as early as possible, by providing information and educating customers. This research makes important theoretical and managerial contributions. Theoretically, it defines and develops measures of service context complexity in terms of its psychological features. It develops a conceptual framework to explain the temporal dynamics of CPSC on multi-dimensions. Empirically, this research adopts a phase-based sequence analysis approach and uses a negative bi-nominal model to examine the temporal process effect of the service conversation on service outcomes. Managerially, the research findings provide firms important and actionable guidelines to manage conversation-based professional services.Dissertation/Thesis
Ph.D. Business Administration 2013
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TAI, WEN-YEN, and 戴彣宴. "Marketing to New Diversification of Construction Company’s Willingness by System Dynamics." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/53555800378046968058.
Full textAbstract:
碩士中華大學
科技管理學系
105
In the past the process of economic development in Taiwan, real estate has always been known as the locomotive industry. Furthermore, the development of real estate has been played an important position. Recently, in the current financial influence government policy (tightening) policies and premises policy, real estate business less than before, test for surviving. In the past, there were much related research, but most of all are studied in specific aspects. In this study, a system dynamics point of view for marketing to new diversification of construction company willingness is constructed from comprehensive analysis. We investigate it detailed in three aspects of profit, stress, management performance and then integrate all elements to causal feedback loop diagram, by mutual authentication between various factors. In this study, houses quality, ability to buy houses, nice place is considered as a key driver of profit, and administrative and selling cost, bank rate, floor area ratio, Integrated Housing and Land Taxation System is considered as a key driver of stress. To enhance marketing and selling capability, financial management, cost management, able to be used for management performance, besides plentiful experience is considered as a key driver of management performance. The results and suggestions of this study can be used as a reference for related program.