Dissertations / Theses on the topic 'Marketing interfaces'
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Galveias, Luís Lourenço Matoso. "Exploração da relevância de uma tipologia de serviços no relacionamento Fornecedor-Cliente: aplicação a uma agência de marketing." Master's thesis, Instituto Superior de Economia e Gestão, 2009. http://hdl.handle.net/10400.5/1295.
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Mestrado em MarketingEsta dissertação procura contribuir para uma melhor compreensão dos relacionamentos entre fornecedores e clientes de serviços (B2B). Isso é feito usando uma tipologia de serviços baseada no seu tipo de utilização pelos clientes e, para um dos tipos, investigando a presença ou ausência de diversidade nos interfaces relacionais. Para a inter-ligação entre estas duas abordagens complementares recorre-se ao estudo de um contexto empírico onde são analisadas as relações de uma agência de marketing com os seus clientes. As conclusões do estudo corroboram a utilidade da tipologia mas enfatizam igualmente a presença de diversidade nas formas de combinar as competências das partes.
The current thesis aims to contribute to a deeper understanding of supplier-client relationships in service B2B markets. To achieve this, an application-based classification is used and, for one of the types of services, is studied the potential diversity of interaction interfaces. To connect these two complementary approaches, a field study is conducted within the working environment of a marketing agency and its clients. The conclusions of this document confirm the advantages of the application-based classification but also show the presence of diversity in the different ways of combining each party's competencies.
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Gordon, Lucas. "Nos domínios da imagem : um estudo de caso do uso do pinterest para referenciar projetos de interfaces." Universidade do Estado de Santa Catarina, 2014. http://tede.udesc.br/handle/handle/2027.
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The present study begins in the projecting issue, addressing concepts of knowledge building, specifically about projects related to communication interfaces. The starting point and motivation of the study lies in the perception of a frequent gap between audience, interface building theory and design practice. It is suggested that modern projective practices must break with the static paradigms from the past, joining new forms and practices, suggesting content curation in the world wide web. Raising points of convergence between: web content curating, interface design and "design design" (the metaproject) in creating up to date projecting practices, the work raises a discussion proposing the application of the possibilities that the so-called "new economy" brings to the intense routine of referencing that nowadays constitutes the designer praxis. Thus, the theoretical framework focuses on cognitive ergonomics in design practice, the meta-project, the communication design, semiotics, curating content and finally branding.
A presente dissertação se inicia na questão da problemática projetual, abordando conceitos sobre a construção do conhecimento, especificamente, dos projetos de interfaces comunicacionais. O ponto de partida e motivação do trabalho é a percepção de que ainda é frequente o distanciamento entre público-alvo, teoria da construção de interfaces e a prática projetual. Sugere-se que as práticas projetuais modernas devem romper com os paradigmas estáticos do passado, aderindo novas formas e práticas, como, por exemplo, a curadoria de conteúdo na rede mundial de computadores. Levantando pontos da convergência entre: curadoria de conteúdo web, design de interfaces e design do design (o metapojeto) na criação de práticas projetuais atualizadas, o trabalho suscita uma discussão propondo a aplicação das possibilidades que a chamada nova economia traz ao cotidiano de intenso referenciamento, que hoje, constitui o projetar do designer. Deste modo, o referencial teórico concentra-se na ergonomia cognitiva, na prática projetual, no metaprojeto, no design da comunicação, na semiótica, na curadoria e por último em branding.
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Natter, Martin, Andreas Mild, Markus Feurstein, Georg Dorffner, and Alfred Taudes. "The effect of incentive schemes and organizational arrangements on new product development process." SFB Adaptive Information Systems and Modelling in Economics and Management Science, WU Vienna University of Economics and Business, 2001. http://epub.wu.ac.at/160/1/document.pdf.
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This paper proposes a new model for studying the new product development process in an artificial environment. We show how connectionist models can be used to simulate the adaptive nature of agents' learning exhibiting similar behavior as practically experienced learning curves. We study the impact of incentive schemes (local, hybrid and global) on the new product development process for different types of organizations. Sequential organizational structures are compared to two different types of team-based organizations, incorporating methods of Quality Function Deployment such as the House of Quality. A key finding of this analysis is that the firms' organizational structure and agents' incentive system significantly interact. We show that the House of Quality is less affected by the incentive scheme than firms using a Trial & Error approach. This becomes an important factor for new product success when the agents' performance measures are conflicting. (author's abstract)Series: Report Series SFB "Adaptive Information Systems and Modelling in Economics and Management Science"
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LORENZI, VALERIA. "Business development in Global Markets. The case of biotechnology." Doctoral thesis, Università degli Studi di Milano-Bicocca, 2014. http://hdl.handle.net/10281/50557.
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High levels of scientific and technological complexity along with extremely uncertain and long R&D processes make firms growth in the biotechnology industry a particularly tough goal to pursue. In such a context, globalization requires companies to operate according to a competitive market-oriented management (market-driven management), which leads to the development of an “outside-in” thinking process.
It follows that organizations able to timely monitor information derived from the outside, have a greater aptness to perform more effectively than competitors in the identification and management of new business opportunities. To such a purpose, firms in the biotechnology industry perform particular “Business Development” activities, that have, up to now, little presence in the academic literature. The aim of this thesis is to further explore Business Development, in order to provide a solid definition of the phenomenon, uncover its underlying theoretical dimensions and identify the microfoundations of a Business Development Capability. Building on the few previous contribution to the topic, integrated with recent evolutions on marketing and entrepreneurship literature, I sustain that Business Development is a phenomenon which resides at the interface of the two discipline. Using the empirical support of ten case study companies operating in the biotechnology industry, the thesis identifies seven theoretical dimensions that drive Business Development activities. In addition, starting from an in-depth analysis of difference theories on capability development, I adopt a dynamic capabilities perspective and develop a theoretical framework that shows how a number of managerial and organizational factors may affect a superior performance in Business Development.
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Contreras, Aguilar David. "Integración de técnicas de personalización basadas en el comportamiento colaborativo del ser humano con interfaces de usuario inteligentes." Doctoral thesis, Universitat de Barcelona, 2017. http://hdl.handle.net/10803/458115.
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Esta tesis está enfocada en la problemática asociada a la personalización de información para usuarios que interactúan con grandes volúmenes de información. En concreto, la tesis se centra en el estudio de los sistemas de recomendación conversacionales basados en críticas como herramientas para ayudar a los usuarios en la búsqueda de productos o servicios. Los sistemas de recomendación basados en críticas permiten recoger información asociada a las preferencias del usuario a través de un proceso conversacional, en el cual el usuario puede realizar una retroalimentación a las recomendaciones recibidas. La retroalimentación recibida desde el usuario, permite al recomendador adquirir conocimiento acerca de las preferencias que tiene el usuario respecto del producto que desea y generar un perfil asociado al usuario.
Este tipo de técnica de recomendación en forma de diálogo cíclico, que caracteriza a los sistemas de recomendación basados en críticas, ha demostrado resultados satisfactorios en estudios previos orientados principalmente al dominio de comercio electrónico. Sin embargo, cuando un usuario en el mundo real se encuentra en una tienda física, tiene la posibilidad de interactuar y comunicarse con otros compradores. Aún más, hoy en día existen entornos virtuales colaborativos, la mayoría en tres dimensiones, donde los usuarios se pueden comunicar con otras personas y sentirse inmersos en un mundo virtual.
Considerando todo lo anterior, esta tesis se focaliza en aprovechar el comportamiento colaborativo de las personas para mejorar las recomendaciones de productos o servicios. En concreto, el objetivo de la tesis es definir e integrar nuevas técnicas de personalización con interfaces de usuario inteligentes, basadas en el comportamiento colaborativo del ser humano y en la información recogida de las interacciones de las personas tanto con la interfaz como con otros usuarios.
La tesis se divide en dos partes. En la primera parte, describo las nuevas técnicas de recomendación que incorporan información colaborativa. En la segunda parte, presento nuevas interfaces de usuario inteligentes implementadas en diferentes entornos de visualización y que integran las técnicas de recomendación propuestas en esta tesis.
Las nuevas técnicas de recomendación que propongo integran, por un lado, opiniones de los usuarios acerca de los productos, por otro lado, integran recomendaciones históricas de otros usuarios que han utilizado el sistema de recomendación previamente y finalmente integran avances de estudios previos que han demostrado mejorar los procesos de recomendación. Adicionalmente, propongo otras técnicas basadas en información colaborativa instantánea que se puede obtener de parte del sistema de recomendación, como también de otros usuarios que están utilizando el sistema en el mismo momento.
Las interfaces de usuario inteligentes que propongo se basan en entornos de visualización en 2D y 3D. En primer lugar, propongo un framework ba sado en un entorno web en dos dimensiones que permite integrar técnicas basadas en información proveniente de opiniones y recomendaciones histó ricas de otros usuarios. En segundo lugar, propongo un framework basado en un entorno virtual colaborativo en tres dimensiones que permite integrar técnicas basadas en información colaborativa que se genera por la interacción de los usuarios dentro del entorno virtual. Es necesario destacar, que ambos frameworks son modulares y escalables, permitiendo integrar diferentes algoritmos de recomendación basados en críticas.
Para validar las técnicas de recomendación y las interfaces de usuario propuestas en esta tesis, defino dos metodologías de evaluación. En concreto, para la evaluación de las técnicas de recomendación utilizo un simulador que por medio de un “usuario artificial” permite evaluar el funcionamiento de las técnicas de recomendación simulando varias pruebas con usuarios reales de forma automática. Adicionalmente, para los frameworks que imple mentan las interfaces de usuario inteligentes, he realizado evaluaciones con usuarios reales.
El análisis de los resultados obtenidos mediante las evaluaciones con el simulador y con los usuarios reales, revela que tanto las nuevas técnicas propuestas, como las interfaces de usuario inteligentes obtienen resultados muy satisfactorios, los cuales superan significativamente a los resultados obtenidos con técnicas de recomendación de estudios previos. Es necesario destacar, que todos los resultados han sido corroborados por métodos estadísticos.
De acuerdo a los resultados obtenidos, puedo concluir que la incorporación de información colaborativa en nuevas técnicas de recomendación favorece la eficiencia y eficacia de los sistemas de recomendación basados en críticas. Además, las nuevas y novedosas interfaces de usuario inteligentes propuestas en esta tesis, representan un avance en el desarrollo de interfaces de usuario para sistemas de recomendación basados en críticas. Estas interfaces aparte de favorecer la integración de técnicas de recomendación colaborativa, mejoran la experiencia de los usuarios durante las sesiones de recomendación, lo cual es corroborado por los usuarios que participaron en los experimentos.This thesis is focused on the problems associated with personalization of information for users who interact with large volumes of information. In particular, the thesis focuses on the study of critiquebased recommenders as tools for helping users in the search of products or services. The critique based recommenders allow to collect information about user’s preferences through a conversational process where the user makes critiques over the recommended product. This feedback allows the recommender to acquire knowledge about the user’s preferences about the desired product and crea tes a user profile. This type of recommendation technique based on a cyclical dialogue, which characterizes critical recommendation systems, has shown satisfactory results in previous studies oriented mainly to the domain of electronic commerce. However, when a real-world user is in a physical store, he has the ability to interact and communicate with other buyers. Moreover, nowadays there are collaborative virtual environments, most in 3D, where users can communicate with other people and feel immersed in a virtual world. Considering all mentioned above, this thesis focuses on harnessing the collaborative behavior of people to improve recommendations for products or services. Specifically, the objective of the thesis is to define and to integrate new techniques of personalization with intelligent user interfaces, based on the collaborative behavior of the human being and on the information gathered from the interactions of people with the interface and with other users. The thesis is divided into two parts. In the first part, I describe the new techniques of recommendation that incorporate collaborative information. In the second part, I present new intelligent user interfaces implemented in different visualization environments and that integrate the recommendation techniques proposed in this thesis. My proposals of the new recommendation techniques integrate, on the one hand, user opinions about the products, on the other hand, integrate his torical recommendations of other users that have used the recommendation system previously and finally integrate advances of previous studies that have shown improvements in the recommendation process. Additionally, I propose other techniques based on instant and online collaborative information that can be obtained from the recommendation system, as well as from other users that are using the system at the same time. The intelligent user interfaces that I propose are based on 2D and 3D visualization environments. First, I propose a framework based on a 2D web environment that allows the integration of techniques based on information from historical opinions and recommendations of other users. Second, I propose a framework based on a 3D collaborative virtual environment that allows the integration of techniques based on collaborative information generated by the interaction of users within the virtual environment. It is worth nothing, that both frameworks are modular and scalable, allowing to integrate different critique-based recommendation algorithms. I define two evaluation methodologies to validate the recommendation techniques and user interfaces proposed in this thesis. Specifically, for the evaluation of the recommendation techniques, I run a simulator that uses an “artificial user” that allows the evaluation of the recommendation efficiency in the proposed techniques by simulating various tests with real users automatically. In addition, I have conducted evaluations with real users for evaluating the frameworks that implement the intelligent user interfaces. The analysis of the results obtained through the simulator and real user evaluations, shows that both the proposed new techniques and the intelligent user interfaces obtain very satisfactory results, which significantly outper form the results obtained with recommendation techniques from previous studies. It is worth nothing that all the results have been corroborated by statistical methods. According to the results, I can conclude that the integration of the colla borative information in new recommendation techniques improves the efficiency and efficacy of critique-based recommenders. In addition, the new and novel intelligent user interfaces proposed in this thesis represent an ad vance in the development of user interfaces for critiquebased recommenders. These interfaces, besides facilitate the integration of collaborative recommen dation techniques, improve the users’ experience during the recommenda tion sessions, which is corroborated by the users who participated in the experiments.
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Feijó, Valéria Casaroto. "Diretrizes para a construção de um aplicativo para smartphones com foco na geração de experiências em branding territorial." reponame:Repositório Institucional da UFSC, 2014. https://repositorio.ufsc.br/xmlui/handle/123456789/128930.
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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro de Comunicação e Expressão, Programa de Pós-Graduação em Design e Expressão Gráfica, Florianópolis, 2014.Made available in DSpace on 2015-02-05T20:30:14Z (GMT). No. of bitstreams: 1 329756.pdf: 7359448 bytes, checksum: 29cd4e8e29af98a3356d1d62baa73f07 (MD5) Previous issue date: 2014
As marcas são elementos essenciais na sociedade e no cotidiano das pessoas. Uma marca pode ser sentida e vivenciada pelas pessoas, pois mais do que um sinal ou símbolo relacionado a um produto ou serviço é um conjunto de associações, lembranças que impactam os consumidores de maneira notável. Branding caracteriza-se como o conjunto de ações "autênticas" que, tomadas com conhecimento, competência e construídas de dentro para fora das corporações, levam as marcas além da sua natureza econômica, tornando-as parte da cultura e influenciando a vida das pessoas. Da mesma maneira que os produtos e serviços, os territórios e lugares competem entre si por investimentos, empresas, turistas, moradores. Quando se trata de atrair visitantes, empresas e investimentos, as pessoas que elegem um lugar para onde se deslocar estão inevitavelmente comprando a experiência daquela determinada marca. Na perspectiva da presente pesquisa, a gestão de marca é abordada a partir do conceito de branding territorial, que tem como principal característica o desenvolvimento de identidades representativas que estimulem as pessoas a se relacionarem com elas, a partir de estratégias e técnicas que buscam capacitar um lugar a desenvolver suas potencialidades. Assim, para desenvolver uma gestão de marca territorial que efetivamente conecte-se aos consumidores é preciso que a marca carregue consigo as características dos usuários que fazem parte dela e a ajudam a compor suas características mais vivas de autenticidade, ou seja, o "DNA" da marca. É nesse panorama que surgem os apps ou aplicativos móveis, cujo número de downloads cresce a cada dia nas App Stores. Os aplicativos móveis tornam-se ferramentas relevantes capazes de colaborar com as experiências de marca, no sentido que potencializam a interação consumidor-marca à medida que promovem o envolvimento deles com o conteúdo fornecido. Trata-se do estudo da construção de experiência de marca territorial em aplicativos para smartphones e tem como objetivo principal formular as diretrizes que contribuem para a construção de uma experiência de marca em dispositivos mobile. A pesquisa possui caráter sistêmico, primeiramente tratando-se de uma pesquisa exploratória, seguida de uma pesquisa bibliográfica, a fim de buscar as principais conceitos relacionados ao tema, como branding e branding territorial, a cultura do ciberespaço como "espaço territorial", experiência, design de experiência, aplicativos móveis, design de interface para apps. A partir do referencial pesquisado, foram analisados seis aplicativos de branding territorial das cidades de Londres, Barcelona, Amsterdam, Rio de Janeiro, Brasília e Balneário Camboriú. Com os resultados obtidos, e a partir da comparação com a revisão bibliográfica, foi possível propor uma classificação das experiências, identificar os principais aspectos e elementos de design que contribuem para a construção das experiências de marca e sugerir diretrizes para o desenvolvimento de aplicativos móveis com foco em branding, mais especificamente em branding territorial.
Abstract : Brands are essential elements in society and people's life. A brand can be felt and lived by people and, more than a sign or symbol re-lated to a product or service, it is a set of associations, regards which impact consumers in a remarkable way. Branding is defined as a set of authentic actions which, taken with knowledge, competence and from inside to outside of organizations, makes brands more than its financial nature, becoming part of culture and influencing people's behaviors. As well as products and services, territories and places compete for investments, companies, tourists, dwellers. When it is about attracting visitors, companies and investments, people who choose a place to go are inevitable buying a brand experience. On this research, brand management is approached through the terri-torial branding concept, which has as main feature the development of representative identities to stimulate people getting a relation-ship with it through strategies and techniques to enable a place to develop its potential. Thus, to develop an effective territorial brand management, which is connected with consumers, it requires a brand that carries the characteristics of its users, composing the brand DNA. On this scenario, mobile applications arise with a grow-ing number of downloads in App Stores. Mobile applications became relevant tools capable to collaborate with brand experiences, ex-ploring the interaction between consumers and brands as promot-ers of content and engagement. This study addresses the development of a territorial brand experience through smartphone apps and its main goal is to identify guidelines for the development of a brand experience in a mobile device. First of all, the research has a systemic and exploratory approach followed by a literature review to find the more important concepts related to the subject, such as branding; territorial branding; cyberspace culture as terri-torial space; experience; experience design; mobile apps and design of apps interfaces. Based on the literature approached, six territorial branding apps were analyzed: London, Barcelona, Amsterdam, Rio de Janeiro, Brasília and Balneário Camboriú. From the found results and through a comparison with the literature review, it was possi-ble to propose an experience classification; to identify the main fea-tures and elements of design which contribute in the development of a brand experience; and to suggest guidelines for the develop-ment of mobile applications focused on branding, more specifically territorial branding.
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Schramm, Stephan. "Managing flexibility at the marketing-operations interface." Thesis, University of Cambridge, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.607733.
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Şeref, Michelle M. H. "Operations management and marketing interface making supply chain decisions under various marketing strategies /." [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0024879.
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Yang, Shilei. "Supply chain sales promotion : the operations and marketing interface." Online access for everyone, 2007. http://www.dissertations.wsu.edu/Dissertations/Summer2007/s_yang_062707.pdf.
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Spring, Martin. "Manufacturing strategy, product customisation and the marketing/manufacturing interface." Thesis, University of Stirling, 1996. http://hdl.handle.net/1893/3183.
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The manufacturing strategy literature is reviewed and it is found to centre on content and process models. However, a number of other issues are present in the literature whose relationship to the central process and content models is less clear. These include the trade-off, focus, flexibility, and generic manufacturing strategies. It is noted that the manufacturing strategy literature does not fully address product customisation. The literature relating to the interface between marketing and manufacturing is found to concentrate either on the identification of conflict areas, or on strategic reconciliation between the functions. Writers in this field do give greater emphasis to product customisation. A case-study method is adopted for the research and the design involves four firms in varying industries. The firms manufacture fork-lift trucks, microswitches, telephone switching systems and diaries, respectively. The case-studies comprise quantitative and qualitative data, and each case chapter includes case-specific analysis. The analysis of all the cases finds that customisation has a very important effect on manufacturing performance. The firms have inconsistencies within their manufacturing strategies, but these are found to rest not only on the firms' manufacturing products with different volume requirements in the same plant, but also on the fact of some of the products being custom-designed. The interface between marketing and manufacturing is found to be more complex and variable than the literature would suggest. The role that customised products play in relationships with customers also varies, although this is inconsistently recognised by the firms.Based on the case-data, a model of product customisation is proposed. This incorporates customisation, flexibility, product architecture, the manufacturing strategy trade-off and the competitive criteria.
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Bataoui, Soffien. "Vers une forme d'humanisation des interfaces digitales : transposition du concept d'hospitalité au commerce électronique et impact de ses dimensions sur les réactions affectives, l'absorption cognitive et les comportements des consommateurs." Thesis, Université Grenoble Alpes (ComUE), 2017. http://www.theses.fr/2017GREAG001/document.
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Cette thèse s’intéresse à une nouvelle forme de marketing orientée vers des valeurs plus humaines et sociales. Le concept d’hospitalité permet de proposer une humanisation du commerce électronique pour répondre aux objectifs du marketing 3.0. Il s’agit alors de s’intéresser à comment ancrer les stratégies de web-commerçants pure players dans les valeurs du marketing 3.0. ? Le croissement des champs du marketing et des systèmes d’information permet une approche globale et précise du concept d’hospitalité afin de le transposer aux environnements digitalisés. Pour comprendre ces mécanismes, nous adoptons une approche quantitative qui mobilise un plan factoriel complet permettant de vérifier l’impact de l’hospitalité virtuelle sur les comportements des internautes. Ainsi, les résultats de cette recherche soulignent l’intérêt de créer des sites Internet marchand basé sur le concept d’hospitalité. Cela permet en effet d’accroître les réactions affectives à valence positive, l’absorption cognitive, les comportements d’approche et l’intention d’achat. À l’inverse, les réactions affectives à valence négative et les comportements d’évitement sont réduits. La thèse permet de conclure qu’il est possible d’humaniser une interface digitale mais que cette forme d’humanisation ne remplace pas une présence humaine réelle. Cependant, elle apporte des bénéfices pour les consommateurs qui en tirent une certaine expérience de navigation pour le consommateur au profit des organisations envers lesquelles les intentions d’achat sont plus importantesThis research focuses on a new form of marketing oriented toward human and social values. The concept of hospitality allows for the humanization of e-commerce so it can meet the objectives of this new form of marketing 3.0. We thus aim to answer the following research question: how can the pure players web-sellers strategies be settle within the values of the marketing 3.0.? Our literature review goes through different disciplinary fields and provides a global and precise approach of the concept of hospitality facilitating its transposition into a digitalized environment. We use a quantitative approach to complete factorial plan and make it possible to verify the impact of virtual hospitality on the Internet user’s behaviors. Concretely, creating merchant websites based on this concept can increase positive affective reactions, cognitive absorption, approach behaviors and purchase intention. Conversely, affective reactions with negative valence and avoidance behaviors are reduced. The dissertation concludes that it is possible to humanize a digital interface but this humanization form does not replace the real human presence. However, it brings benefits for consumers who derive some experience in shipping and for the company’s development since the approach behaviors and the purchase intention are more important
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Micevski, Milena. "Marketing and sales interface flexibility : a social exchange theory perspective." Thesis, Loughborough University, 2015. https://dspace.lboro.ac.uk/2134/18023.
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To be successful in today s turbulent business environment it is very important for a company to exhibit flexibility in its processes, activities and interfaces. Such a flexible approach enables firms to adapt and improvise in order to achieve the best possible outcomes. In spite of there being ample research on how to achieve flexibility in a variety of business process and activities, there remains little understanding on how flexibility in managing the use of resources reveals itself in intra-organisational interfaces. This thesis sheds more light on this issue and investigates flexibility specifically in the relational context of cross-functional interfaces. The importance of developing and investigating flexibility at the cross-functional relational interface is embedded in the recognition that the ability and willingness of departments to adapt and to accommodate deviations from original strategies through their cross-functional working is a critical factor for success. This research investigates flexibility at one such interface that is argued to be essential in achieving organisational success but that is characterised by conflict, lack of cooperation and distrust the Marketing and Sales interface. A literature review incorporating two broad literature streams; i.e., the Marketing and Sales cross-functional relationship literature and the literature on organisational flexibility helped develop a guiding definition of Marketing and Sales Interface Flexibility (MSIF). This definition was subsequently confirmed in the exploratory phase of the thesis, thereby providing a stronger conceptualisation of the MSIF phenomenon. The concept was found to be predicated on social exchange theory s view on the M&S exchange relationship as a dynamic process in which both continuously adapt to each other s needs through modification of their resources required to match those needs. Consequently, a theoretical model was developed. This model argues for an inverted U-shaped relationship between MSIF and business performance. According to this model, beyond certain optimal point MSIF may reduce business performance. Based on the empirical testing of the model via a survey of 229 UK-based business organisations no support was found for the inverted U-shaped relationship between MSIF and customer performance. Results of the empirical testing indicated that MSIF has an inverted U-shaped relationship with a firm s market performance. These results imply that a firm s market success is secured at lower levels of MSIF whereas further increases in investments in MSIF may, at some point, become detrimental to an organisation s market performance (i.e., market share and sales volume). Therefore, the findings suggest that managers should manage MSIF wisely, hold themselves from over-investing in MSIF and seek to find the optimal level which will provide the best market performance. On the other hand, MSIF was found to have a linear, positive relationship to customer performance indicating that higher levels of MSIF will secure more a satisfied and loyal customer base. The study also incorporates the contingency theory perspective and hypothesises the moderating effect of market dynamism on the MSIF - performance relationship. The results indicate that the value of MSIF for generating market performance decreases as technological turbulence in the market increases. Based on the social exchange theory the relationship between four socially constructed antecedents and MSIF are proposed. The findings highlight the positive impact of, (1) trust in the Marketing and Sales relationship, and (2) rules and norms of social exchange between Marketing and Sales as reflected in compatible goals and joint rewards on MSIF. However, resource dependence asymmetry is found to be negatively related to MSIF suggesting that a misbalanced resource dependency between the two will hamper MSIF. The theoretical and practical implications of the study findings are subsequently presented along with an acknowledgment of the study s limitations and proposed future research to further explore this important area.
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Zanon, Celeste José. "Alinhamento estratégico das operações : estudos de caso na interface com marketing." Universidade Federal de São Carlos, 2011. https://repositorio.ufscar.br/handle/ufscar/3363.
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Previous issue date: 2011-02-21This research presents a discussion on the strategic alignment of operations associated with an understanding of market requirements. This subject is a essential strategic issue for operations and demands an appropriate level of interaction between their interfacing processes with marketing. The first objective of this thesis is to analyse these processes in three multinational manufacturing companies located in Brazil. This analysis was grounded in three theoretical bases: the strategic alignment of operations, the operations-marketing interface and strategic consensus. It aimed to answer the following research question: how is operations alignment implemented in the interface with marketing? The second objective is to evaluate the results of the application and evaluation of a framework, which is designed to improve operations strategic alignment. The following research question was developed: which factors in the framework‟s implementation affect the strategic alignment of operations in the interface with marketing? This research addresses an under-studied area that is subject to the influence of unquantifiable human behaviours related to managers‟ strategic tasks. Studies on perceptions, behaviour, interests, conflicts and power can reveal management‟s representations which are important for the strategic alignment. Therefore, this study employed a qualitative approach and a case study method to investigate how operations alignment is implemented and to understand the factors associated with the framework. This study verified that strategic operations alignment is established through the analysis of issues related to introducing new products, meeting demand and responding to tactical and operational problems. Therefore, meetings about introducing new products and meeting demand (Sales and Operations Planning S&OP) are key determinants of capacity choices in operations, infrastructure and control systems. Consensus on operations activities is achieved during S&OP meetings, but only on issues of capacity; this restriction limits operations alignment from reaching a broad and shared understanding of the business. In the case of technological choices, strategic alignment is established through the efforts of operational managers. These managers reconcile the needs of the marketing department with the recommendations of the engineering, research and development departments, the recommendations of the headquarters specialists and issues of cost and flexibility. The factors affecting the strategic alignment of operations included the balance between intra-functional trade-offs; perceptions of managers based on scientific evidence; the joint investigation of the competitive context; reflections on the customer needs and operational performance; low perception disparity; break-downs in organisational protections and an understanding of inter-functional trade-offs.
Este trabalho apresenta uma discussão sobre o alinhamento da estratégia de operações associado ao entendimento das necessidades de mercado. Esse tema é uma questão estratégica essencial para as funções de operações e exige um apropriado grau de interação de seus processos de interface com marketing. O primeiro objetivo desta tese constitui-se em uma análise dos processos de alinhamento em três empresas manufatureiras multinacionais localizadas no Brasil. Através dessa análise fundamentada em três bases teóricas o alinhamento estratégico das operações, a interface com marketing e o consenso estratégico constatou-se como se estabelece o alinhamento das operações na interface com marketing. O segundo objetivo é avaliar os resultados da aplicação de um ciclo de atividades desenvolvido para melhorar esse alinhamento e verificar quais os fatores relacionados a essa aplicação que o afetam na interface com marketing. Esses objetivos tratam de um domínio pouco explorado e sujeito à influência de aspectos humanos, que não podem ser quantificados e que estão envolvidos nas atribuições estratégicas dos gerentes. As análises que abordem percepções, comportamento, interesses, poder e conflitos podem revelar representações gerenciais relevantes ao alinhamento estratégico. Assim, optou-se por uma abordagem qualitativa. A procura pela compreensão de como se estabelece o alinhamento das operações e dos fatores associados ao ciclo de atividades determinaram os estudos de caso como método mais adequado para essa pesquisa. Verificou-se que o alinhamento estratégico das operações se estabelece a partir da análise dos problemas de introdução de novos produtos e de atendimento da demanda e constitui uma resposta aos problemas táticos e operacionais. Portanto, as reuniões de introdução de novos produtos e de atendimento da demanda (Sales and Operations Planning S&OP) são determinantes às alterações da capacidade das operações, da infraestrutura e dos sistemas de controle. O atingimento de consenso em relação às atividades operacionais se dá durante as reuniões de S&OP, mas apenas sobre as questões de capacidade, o que limita o alinhamento das operações por um entendimento compartilhado e amplo do negócio. Tratando-se de escolhas tecnológicas, o alinhamento estratégico se estabelece a partir dos esforços dos gerentes operacionais em compatibilizar as necessidades de marketing com as recomendações da área de engenharia, do setor de pesquisa e desenvolvimento, dos especialistas das sedes e de questões de custo e flexibilidade. Os fatores verificados que afetam o alinhamento estratégico das operações são o balanceamento entre os trade-offs intrafuncionais, as percepções dos gerentes fundamentadas por estudos com credibilidade científica, a investigação conjunta do contexto competitivo, as reflexões sobre o entendimento das necessidades dos clientes e do desempenho operacional, a menor disparidade de percepções, a ruptura de proteções organizacionais e o entendimento dos trade-offs interfuncionais.
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Yoo, So-Jin. "Environmental scanning activity and firm performance at the entrepreneurship/marketing interface?" Thesis, University of Newcastle Upon Tyne, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.341776.
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Buss, Carla de Oliveira. "Cooperação interfuncional no desenvolvimento de novos produtos : a interface marketing-engenharia." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2002. http://hdl.handle.net/10183/2741.
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A cooperação interfuncional é o calcanhar-de-aquiles do processo de desenvolvimento de novos produtos. Todas as tentativas de diminuir-se o tempo de desenvolvimento impulsionaram cada vez mais o trabalho conjunto das diversas áreas. Somadas à importância de uma atuação integrada, especialmente das áreas de Marketing e Engenharia, para o sucesso dos novos produtos no mercado, essas tentativas formam um cenário de interfuncionalidade que se torna o eixo do processo de desenvolvimento. Porém a cooperação entre as funções nesse cenário não se dá de forma natural e, muitas vezes, torna-se um empecilho que prejudica o processo. Assim, este trabalho foi desenvolvido no sentido de trazer algumas luzes à compreensão da dinâmica da cooperação entre as áreas de Marketing e Engenharia no desenvolvimento de novos produtos. Isso foi feito através da análise dos mecanismos de integração existentes na literatura e daqueles utilizados pelas empresas. A metodologia utilizada contou com duas etapas: uma de revisão bibliográfica, que permitiu identificar os mecanismos de integração elaborados e apresentados pela literatura das áreas de Engenharia da Produção e de Marketing e os elementos que influenciam a cooperação interfuncional; e uma de estudo de casos, que analisou os mecanismos de integração utilizados por duas empresas localizadas no Estado do Rio Grande do Sul. Associando-se a revisão bibliográfica à análise dos casos, chegou-se a um conjunto de 11 fatores intervenientes na cooperação interfuncional e à relação desses fatores entre si e com os mecanismos de integração utilizados. A realização deste trabalho permitiu, de um lado, a identificação e análise de aspectos essenciais da cooperação interfuncional e, de outro, demonstrou a complexidade envolvida nesse tema e a necessidade de futuros trabalhos para uma compreensão mais completa do mesmo.
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Pekgun-Cakmak, Pelin. "An Analysis of Pricing and Leadtime Policies within the Marketing/Operations Interface." Diss., Georgia Institute of Technology, 2007. http://hdl.handle.net/1853/19858.
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In this thesis, we analyze the impact of the decentralization of price and leadtime decisions made by the marketing and production departments, respectively, in a make-to-order firm. We first study a monopoly environment, and find that in the decentralized setting, the total demand generated is larger, leadtimes are longer, quoted prices are lower, and the firm profits are lower as compared to the centralized setting. We show that coordination can be achieved using a transfer price contract with bonus payments, where both departments receive a fraction of the total revenues generated as a bonus payment. In the second study, we extend this work to a duopoly environment, where two firms compete on the basis of their price and leadtime quotes in a common market. We find that under intense price competition, firms may suffer from a decentralized structure, particularly under high flexibility induced by high capacity, where revenue based sales incentives motivate sales/marketing for more aggressive price cuts resulting in eroding margins.
We take the parameters of the demand models in the first two studies as constant, while estimating those parameters based on historical data is a very important problem in practice. In the last study of this thesis, we address the challenges encountered in estimating the price sensitivity of customers shifting focus to the passenger travel industry. We explore how to obtain better price elasticity estimates through an empirical study with an emphasis on the endogeneity problem, which arises as a result of the simultaneous determination of supply and demand. We show that if one does not account for endogeneity, price elasticities may induce an upward-sloping demand curve suggesting that high price produces high demand, or may be biased downward to the extent that elastic demand curves are incorrectly classified as inelastic. We show the improvement in price elasticities through an instrumental variable approach.
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McLaren, Joseph Ignatius. "The interface between financial management and marketing management in South African businesses." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1021111.
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This study investigates the interface between financial and marketing management in South African businesses by investigating the financial and marketing-management processes. This process orientation highlighted important interactions between the two functions. A critical analysis of secondary resources produced a clear theoretical foundation on which the development of the proposed interface framework was based. The critical literature analysis indicates four steps in the financial management process, namely, financial analysis, financial decision-making, financial planning and financial control (independent variables) and five steps in the marketing management process, namely, understanding the marketplace as well as customer needs and wants, designing a customer-driven marketing strategy, constructing an integrated marketing programme, building profitable relationships and capturing value from customers in the form of profits and customer equity. These steps were used to derive a proposed theoretical framework that shows how the steps in the financial-management process relate to those in the marketing-management process. The framework also indicates the perceptions of managers on the interface between the two functions. The perceptions on the interface include aspects such as the level of communication between the two departments, the understanding of each other‟s function and the flow of information between the two departments. From this framework, the six hypotheses were formulated to test the proposed relationships. The focus of the study is on the interface between financial management and marketing management; therefore, the population of this study comprised of financial and marketing managers in South Africa. The primary data relating to the interface between financial management and marketing management was acquired by means of an on-line web-based survey. Descriptive statistics was used to present, analyse and interpret the results of the data analysis. Various inferential statistical techniques (T-tests and chi-squared tests) were employed to determine whether respondents‟ perceptions of the items in the measuring instrument differed as result of whether they were employed in the finance or marketing sections of the business. Correlations (Pearson Product Moment correlations) were calculated for the purpose of investigating the relationships between the financial and marketing management variables used in this study. Factor analysis showed that financial management consisted of four factors that corresponded with the steps in the process, and marketing management produced five factors that related to the steps in the marketing management process. Lastly, statistical tests (MANOVA) were conducted to determine whether the perceptions of respondents, with regard to the financial and marketing management variables, were influenced by selected demographic variables. The results of the empirical study indicated positive relationships between all the variables in the framework. The marketing management factors, namely, mix and profit, reported the lowest correlations compared to the financial management factors. It was also found that financial and marketing managers had different perceptions of the steps in the financial-management process but that they did not have different views of the steps in the marketing-management process. Furthermore, financial and marketing managers had different opinions about the long-term perspective of the business as well as conflicting views with regard to the flow of information from finance to marketing. Financial managers were of the opinion that marketing managers did not understand financial methods and procedures and were unable to specify their requirements to finance. The proposed framework could be seen as the start of marketing theory development on finance interaction as it showed that interface relationships could be further explored.
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Zylstra, Andrew. "Transposing the 'real effects of financial markets' perspective onto the marketingfinance interface." Thesis, Paris 1, 2019. https://ecm.univ-paris1.fr/nuxeo/site/esupversions/cc1fc8b2-1794-477f-baba-9be8bf7d855a.
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Afin d’approfondir les connaissances sur la relation entre le marketing et le marché des actions, cette thèse questionne l’éventualité selon laquelle la perspective des « effets réels des marchés financiers » (P. Bond et al., 2012) est adaptée à la fusion des deux courants de l’interface marketing-finance. Les quatre études de cette thèse font la démonstration suivante : les flux d’informations transmis par les cours des actions sont bidirectionnels entre les investissements marketing et les marchés secondaires. Les deux premières études (chapitres 3 et 4) montrent de façon empirique l’impact des flux d’informations provenant des investissements marketing sur les marchés secondaires, tandis que les troisième et quatrième études (chapitre 5 et 6) montrent de la même manière l’impact des flux d’informations provenant du marché des actions sur les investissements marketing. Réunies, ces quatre études attestent que l’information circule de façon bidirectionnelle entre les investissements marketing et les marchés secondaires, ce qui met en relief les débats autour de la perspective « des effets réels des marchés financiers ». Nous présentons deux conclusions relatives à ce résultat. Dans un premier temps, nous soutenons l’idée selon laquelle la perspective des « effets réels des marchés financiers » devrait être superposée à l’interface marketing-finance car elle améliore notre compréhension de ces deux axes. Elle nous apporte également un cadre théorique adéquat pour examiner la manière par laquelle les investissements marketing reflètent et impactent les informations du marché des actions. Dans un second temps, la superposition de la perspective des « effets réels des marchés financiers » à l’interface marketing-finance ouvre la voie à de nombreuses possibilités de recherche permettant d’en savoir plus sur les interactions bidirectionnelles entre les investissements marketing et le marché des actionsTo obtain deeper insights into the relationship between marketing and equity markets, this thesis investigates whether the ‘real effects of financial markets’ perspective (P. Bond et al., 2012) is suitable for integrating the two streams of the marketing-finance-accounting interface research area. The four studies in this thesis highlight the bidirectional flows of information in stock prices between marketing investments and equity markets. The first two studies (Chapters 3 and 4) show empirically the impact of information flows from marketing investments to equity markets while the third and fourth studies (Chapters 5 and 6) show empirically the inverse flow of information from equity markets to marketing. Together, the four studies suggest that information flows bidirectionally between marketing investments and equity markets, reflecting the contentions of the ‘real effects of financial markets’ perspective. We make two arguments based on this finding. First, we contend that the ‘real effects of financial markets’ perspective should be transposed onto the marketing-finance interface because it enhances our understanding of the two research streams of the marketing-finance interface and provides a suitable theoretical framework to account for how marketing investments both affect and reflect information in equity markets. Second, transposing the 'real effects of financial markets' perspective onto the marketing- finance interface opens up many research possibilities to generate new insights into the two-way interactions between marketing investments and equity markets
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Spasova, Paraskeva, and Sebastian Wlazlak. "Interface between the Marketing and Sales and Product development departments : A case study." Thesis, Jönköping University, JTH, Industrial Engineering and Management, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12614.
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Globalization creates for companies’ new opportunities for business development, as well as new challenges. One of the most prevailing challenges is the ability to create new products and services in accordance to diverse customer needs and requirements, as well as implementation of new technologies in future lines of products. Therefore, companies realize the importance of the Marketing and Sales (M&S) and Product Development (PD) departments. The interface between those two departments plays a decisive role in realization of customer needs and requirements, and application of the right technologies in new products. The speed and accuracy with which the information between the M&S and PD department is exchanged directly influences success of one’s products on the market. Consequently, companies strive to achieve greater level of cross-functional integration within the interface, by overcoming barriers to integration, and improving the quality of internal services by utilizing computer based Information Systems (IS). The role of IS in supporting cross-functional work environment is growing, thus companies of all size make investment in IS. Nonetheless, these investments very often fail or not bear expect results, due to lack of alignment of the investment with the business.
This thesis documents a diagnosis undertaken for the Case Company. In recent years the Case Company experienced rapid international expansions and fast growth, which in turn exposed a whole new range of problems. The existing work routines turned out to be inadequate to maintain international expansion and growth. A great deal of these problems was enrooted directly in the interface between the M&S and PD departments. Therefore, the company realized a need to isolate and eliminate them, and further foster the cross-functional integration and information flows within the interface by implementation of a computer based Information System.
The purpose of this thesis is to enhance the understanding of the integration and communication process within the M&S and PD departments at the Case Company. In order to fulfil the purpose the Enterprise Knowledge Development modelling technique was employed. This allowed tracing the problems to their roots, by mapping business processes, goals, rules, actors, as well as clarification of concepts. As a result an objective snapshot of the current cross-functional integration between the M&S and PD departments was created. Further, this snapshot was compared against a great body of literature in the field of Product Development and Management and Process Management. The comparison made it possible to indicate areas for potential future improvements. The proposed change needs aimed at enhancing the internal customer satisfaction. Last but not the least in deep analysis of the current cross-functional relations within the interface made it feasible to suggest (with literature assistance) initial vital functions of a computer based Information System to enhance the integration and information flows within the studied interface at the Case Company. The proposed functionality corresponds to the current, as well as anticipated needs of the interface that has been derived based on requirements of the actors to fulfil goals and satisfy organizational processes.
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Foo, Hee Luan. "Marketing-entrepreneurship interface in small and medium size enterprises : the case of Singapore." Thesis, University of Nottingham, 2004. http://eprints.nottingham.ac.uk/12506/.
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Marketing and entrepreneurship may be described as being both sides of the same coin. Both are different and yet similar. While their focus may differ, both need to co-exist in a firm as they complement and overlap each other. However, the extent of the overlap will depend on contextual issues such as the type of economic, the stage of economic development, the type of entrepreneurial activity pursued and the strategic orientation of the firm. This research study explores the extent of the marketing-entrepreneurship interface in small and medium size enterprises (SMEs) in Singapore. The choice of Singapore as the context is highly relevant for three main reasons. First, no similar study on Singapore has been done before. Second, Singapore has achieved much since her independence in 1965 and is excellent example of a successful mixed economy and relatively well-developed economy in Asia. Third, continuing efforts by the government to 'remake' Singapore by fostering entrepreneurship makes it a highly suitable context. A hybrid of qualitative and quantitative research approaches were used in this research study. The findings of this study indicate that while marketing orientation and entrepreneurial orientation are clearly related, entrepreneurial orientation appears to be more important than marketing orientation in contributing to the firm's overall performance. This does not mean that marketing is less important to the SMEs; it means that all things being equal, an entrepreneurial orientation may be more crucial to the firm's performance. This study also confirms the importance of entrepreneurship if Singapore is to continue to succeed into the future. The low-cost competitive advantage that Singapore had enjoyed in the past is being eroded as other countries in the region catch up with lower costs. Foreign Multinational Corporations (MNCs) now have many other choices of countries to invest in. Furthermore, Singapore's small population of 4 million means that there is no critical mass to provide a ready market for these MNCs. This research reinforces the need for politicians, policy planners and firms to give greater support to promoting entrepreneurship.
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Wiebecke, Georg Hans. "Das Interface zwischen F&E und Marketing : kulturelle Unterschiede und die Bereichsübergreifende Kommunikation /." [S.l.] : [s.n.], 1989. http://e-collection.ethbib.ethz.ch/show?type=diss&nr=8901.
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Day, John. "The marketing-entrepreneurship interface : a contextual and practical critique of the role of entrepreneurship." Thesis, University of Huddersfield, 2015. http://eprints.hud.ac.uk/id/eprint/26282/.
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In the late nineteen eighties, Hills proposed that marketing scholars should pay far more attention to entrepreneurship and the smaller enterprise. He founded an annual research symposium and associated proceedings published under the title of Research at the Marketing/Entrepreneurship Interface. The symposia and proceedings still flourish and both the Academy of Marketing in the UK and the American Marketing Association have special interest groups for this area. This thesis is concerned with the contribution that entrepreneurship can make to understanding this interface. Without a robust definition of entrepreneurship, the interface simply becomes a study of a very common and disparate organisational form - Small to Medium Sized Enterprises (SMEs). There is no shame in this for they deserve our interest, support and help. Without an understanding of the entrepreneurship component of the interface that help and support might be less effective than we, and they, would desire. Small business is not a little large business, they operate in very different circumstances with very much fewer resources to hand, and, because of who they are may have very different motivations and skill sets. Not necessarily worse but different. So entrepreneurial marketing might offer different insights, and help, compared to a standard academic approach to small business. This is a PhD by published work and twenty-three submissions are organised into four themes and form a core for discussion. The first theme considers appropriate definitions of entrepreneurship and the role they play in conceptualising the interface. The second theme considers how adopting an entrepreneurial marketing approach could guide and inform the SME in two particular respects: addressing critical situations and developing and maintaining appropriate relationships. This theme is considering entrepreneurial marketing within the SME. The third theme considers firstly entrepreneurial marketing extended away from the SME to larger organisations in both public and private ownership and to a particular form of public art where participants can be small or large and in either public or private ownership. Secondly the experience of organisations within a cluster and SMEs within a conflict zone are considered. The distinguishing focus of this third theme is that it extends the interface away from the traditional focus on SMEs. Whilst it was natural for the interface to arise out of a desire to understand a neglected organisational form in marketing – it can be applied in other contexts. The final theme considers how the author’s conceptualisation of the interface has informed their teaching and the implications for practical business support. A fundamental argument that is made in respect of understanding the role of entrepreneurship within entrepreneurial marketing is that we should not treat entrepreneurship as an absolute attribute which would direct us into classifying people simply into entrepreneurs as opposed to non-entrepreneurs. Entrepreneurs range from the exceptional ‘stellar’ entrepreneur to those who are imitative of current market offerings and we should work across this range appropriately. Having discussed both an appropriate definition and role for entrepreneurship within the marketingentrepreneurship interface the implications of such a view are illustrated through considering the different contexts discussed in themes two and three above and reflecting upon the delivery of teaching programmes based partly or wholly on the notion of the marketing-entrepreneurship interface. The work is a critique of the role of entrepreneurship within the interface. The contexts selected and discussed draw out practical lessons for a wide range of individuals from undergraduates through SMEs to larger organisations in either private or public ownership.
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Pessoa, Martha Maria Moretti. "A interface pesquisa e desenvolvimento e marketing no processo de desenvolvimento de novos produtos." reponame:Repositório Institucional do FGV, 1990. http://hdl.handle.net/10438/4986.
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Previous issue date: 1990-05-21T00:00:00ZEstudo exploratório com 19 indústrias de alimentos, que classifica o processo de desenvolvimento de novos produtos encontrados, avalia o nível de informação, envolvimento dos departamentos de P&D e Marketing nas atividades do processo e discute as fases de geração de idéais, seleção de amostras e pesquisas mercadológicas, bem como a decição sobre o lançamento de novos produtos
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Phua, Sabrina Yin Hsia. "Critical evaluation of the entrepreneurship and marketing interface : evidence from new ventures in the UK." Thesis, Manchester Metropolitan University, 2013. http://e-space.mmu.ac.uk/314034/.
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Entrepreneurship is growing in popularity and importance, as is evident from the increasing amount of interest shown for this domain in practice and academia. This thesis examines an under-researched area in the field of entrepreneurship that relates marketing to new ventures. New business start-ups are a key focus of government policy, and marketing is a key component of a new approach to business management. Marketing is critical to the success of new entrepreneurial ventures, but this is a topic that has received very little attention from scholars of either marketing or entrepreneurship. However, an effective strategy allows new businesses to gain sales by providing products and services that offer superior benefits to customers. Therefore, there is a need to understand how entrepreneurial marketing works in practice; this knowledge will improve the overall success rates of new entrepreneurial ventures. Findings from this study confirm that entrepreneurs do view marketing activities as important and utilise marketing tools in the day-to-day management of their businesses. However, entrepreneurs’ marketing strategies are not formalised with the level of sophistication associated with large organisations. Rather, our data suggest that new entrepreneurs have an intuitive grasp of the key elements associated with a structured marketing strategy, even though the usage of those marketing activities may differ from that used in large organisations and text-book practices.
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Lima, Manuella de Oliveira. "Orientação para mercado e interface inter-funcional: um estudo no contexto do desenvolvimento de novos produtos." Universidade de São Paulo, 2010. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-28062010-011609/.
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A inovação vem sendo reconhecida como uma das atividades que mais contribuem para o crescimento e para a manutenção da competitividade das organizações. Para inovar, porém, alguns fatores importantes devem ser considerados. Estar atento ao que acontece no mercado e promover a interface entre as funções no ambiente intra-firma, são fatores que podem contribuir para o sucesso das inovações. Neste sentido, esta dissertação examina a relação entre os construtos de orientação para mercado e interface inter-funcional, no contexto de desenvolvimento de novos produtos. Para tanto, foi realizada uma pesquisa de natureza predominantemente correlacional, com abordagem quantitativa, por meio da utilização do método survey. Para análise dos dados, foram utilizadas técnicas estatísticas não-paramétricas descritivas e bivariadas. Os resultados do estudo apontaram para um alto grau de orientação para mercado e interface inter-funcional e correlações significativas entre a maioria das variáveis estudadas. Observou-se ainda que, as respostas dos indivíduos alocados em empresas que possuem escritório de projetos (EP), ou que já tenham exercido a função de gerente de projetos, tendem a obter maiores correlações entre as variáveis de orientação para mercado e interface inter-funcional.Innovation has been recognized as one of the activities that most contribute to the growth and maintenance of the organizational competitiveness. Innovation, however, is associated to some important factors that must be considered. Paying attention to what happens in the market and promote the interface between functions in intra-firm environment, are factors that may contribute to the success of innovations. In this sense, this work examines the relationship between the constructs of market orientation and inter-functional interface in the context of new product development. It was conducted a correlational research, with a quantitative approach, through the use of survey method. Non-parametric statistics, bivariate and descriptive, were used as data analysis techniques. The survey results pointed to a high degree of market orientation and cross-functional interface and significant correlations between most of the variables of the study. Data revealed yet that the responses of individuals employed in companies with project management office (PMO), or have already worked as a project manager, tend to have greater correlations between the variables of market orientation and interface inter -functional.
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Franza, Richard Martin. "Strategic investment in changeover flexibility for high volume production facilities : an interface between operations and marketing." Diss., Georgia Institute of Technology, 1997. http://hdl.handle.net/1853/30289.
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Wang, Qing. "The R&D/marketing interface in product innovation : a case of the UK pharmaceutical industry." Thesis, University of Warwick, 1993. http://wrap.warwick.ac.uk/34650/.
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This R&D/marketing interface study is of a multi-disciplinary nature. In the study the role of the R&D/marketing interface is re arded as the pursuit of competitive advantage through negotiated exchange process between the two parties. As a result, iportant research constructs are identified with reference to several academic disciplines, including organization theory, innovation studies, marketing and strategic management. These constructs are (a) the environmental constructs, (b) the organizational constructs, and (c) the strategic constructs. A case study methodology is applied to examine the R&D/marketing interface patterns and tendencies found in twelve drug innovation projects. However, the research theoretical framework is not constrained to a particular industry. Thus, on the basis of the framework, the study aims to offer a higher level explanation on why these variations and tendencies regarding the R&D/marketing interface have been observed. The research findings indicate that the twelve drug innovation projects studied in this research belong to three project types. These include a' relatedtechnology and existing-market' t of project, an "unrelated-technology and new-market" type of project and anew-technology and new-market" type of project. The research findings further reveal that the effectiveness and the desired level of the R&D/marketing interface are influenced by both the environmental constructs and the organizational constructs. Meanwhile, several unexpected findings are derived from the research, such as the serious effect of contingent technical problems upon the R&D/marketing interface, the crucial balance between development speed and development risk and so on. The research has resulted in a more precise definition of the R&D/marketing interface in five dimensions. These are (a) the corporate strategic dimension, (b) the corporate technical dimension, (c) the product strategic dimension, (d) the product technical dimension and (e) the operational dimension. These dimensions form a integral part of the R&D/marketing interface. This finding will provide the future research in this field with a crucial link to those academic areas indicated earlier. It will also help top management, marketing managers and R&D managers identify more accurately their responsibilities and detect quickly the weak interface dimensions that need to be strengthened.
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Jwaili, Mokhtar Abdulla. "The role of the marketing interface in the development of Libyan small and medium-sized tourist enterprises." Thesis, University of South Wales, 2006. https://pure.southwales.ac.uk/en/studentthesis/the-role-of-the-marketing-interface-in-the-development-of-libyan-small-and-mediumsized-tourist-enterprises(91e906c8-d7ff-4597-a10f-b8c020b2c958).html.
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This research study explores the significance of the marketing interface for small and medium-sized enterprises in the Libyan tourism industry. The choice of Libya as the context for this research is highly relevant for two reasons. First, no similar studies concerning Libya have been previously undertaken. Second, the tourism industry has progressed since the announcement by the government to diversify the economy and is an excellent example of the role of the small firm in diversifying an economy that has been largely dominated by the state and heavily dependent on oil revenue for almost three decades. The tourism industry is seen as the best alternative to oil as the country is regarded as one of the most alluring tourist destinations in the World. These developments have prompted research into whether entrepreneurial and small business marketing has a significant role in the evolution of the industry through the small and medium-sized enterprise sector. The research considers the management of the small enterprise and in particular the marketing practices applied by the small firm. It also examines whether the owner/managers' abilities and experience are relevant to the success of the firm through the marketing interface. The research extrapolates a hierarchy for the significance of the factors that influence the marketing interface that is both rigorous and definitive. The research uses both quantitative and qualitative data collected through questionnaires and interviews with various small enterprise owner-managers working in the Libyan tourism industry to develop a conceptual framework. The findings indicate that small firms are oriented towards the marketing interface and this contributes to their overall performance. This study also confirms the importance of the small firm to the success of the Libyan tourism industry and it reinforces the need for politicians, policy makers and stakeholders in the industry to give greater support to promoting entrepreneurship and small firm development. The investigation concludes by making recommendations for further areas of research regarding the marketing interface in the small firm sector not only in the tourism industry but also in other sectors of the Libyan economy.
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Di, Stefano Domenico. "Eyetracking: analisi della user interface di una pagina web." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2016. http://amslaurea.unibo.it/10865/.
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Negli ultimi vent'anni con lo sviluppo di Internet, il modo di comunicare tra le persone �è totalmente cambiato. Grazie a Internet si sono ridotte le distanze e soprattutto tramite i siti web le aziende hanno una propria vetrina sul mondo sempre accessibile. Tutto ci�ò ha portato a nuovi comportamenti da parte dei consumatori che divengono sempre pi�u esigenti nella vastità di informazioni presenti sul Web. Perciò è necessario che le web companies riescano a produrre website efficienti e usabili per favorire l'interazione con l'utente. Inoltre il web ha avuto una rapida espansione per quanto concerne le metodologie di sviluppo e analisi del comportamento del consumatore. Si cercano sempre nuovi spunti per poter acquisire quello che �è il percorso di un utente affinché porti a termine una determinata azione nel proprio dominio. Per questo motivo, oltre agli strumenti gi�à consolidati come il riempimento di questionari o il tracking per mezzo di piattaforme come Google Analytics, si �è pensato di andare oltre e cercare di analizzare ancora pi�u a fondo il "consumAttore". Grazie ad un eye-tracker �è possibile riconoscere quelli che sono i modelli cognitivi che riguardano il percorso di ricerca, valutazione e acquisto di un prodotto o una call to action, e come i contenuti di una web application influenzano l'attenzione e la user experience. Pertanto l'obiettivo che si pone questo studio �è quello di poter misurare l'engagement della navigazione utente di una web application e, nel caso fosse necessario, ottimizzare i contenuti al suo interno. Per il rilevamento delle informazioni necessarie durante l'esperimento, mi sono servito di uno strumento a supporto delle decisioni, ovvero un eye-tracker e della successiva somministrazione di questionari.
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Hagag, Wegdan. "The E-Cultural Adaption Framework (E-CAF) : adapting the local travel interface for Egyptian consumers." Thesis, University of Portsmouth, 2011. https://researchportal.port.ac.uk/portal/en/theses/the-ecultural-adaption-framework-ecaf(67ee0172-d62c-4b13-8bef-55169df78742).html.
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Although the Internet has become a global medium, which companies use to access individuals worldwide, it is argued in this thesis that cultural issues still need to be taken into account when designing Web sites. In fact, international marketers agree that culture in terms of consumers‘ values and beliefs remains a significant constraint for reaching international consumers. Professional analysts and designers generally agree that well-designed user interfaces improve the performance and appeal of the Web and help in reaching large numbers of consumers across cultures. Therefore, one way of improving the user-interface is by paying attention to users' culture, which means developing culturally adapted Web sites. The Web localisation literature addresses the users' ultural concerns by utilising some of the popular cultural models like those of Hofstede and Hall; however these tools are not appropriate for handling the cultural values affecting the online behaviour of consumers. Effective Web localisation can be achieved through an appropriate cultural framework that incorporates the cultural values that affect the online behaviour of consumers. This thesis introduces the electronic cultural adaption framework or E-CAF, as a structure for adapting local Web interfaces. The E-CAF, constructed for the travel domain, uses six cultural dimensions derived from the observation of behaviour and identifies unique cultural variables that affect online consumer behaviour. The E-CAF is constructed using grounded theory methodology and is then evaluated as a tool for adapting local Web interfaces. This includes discussing the applicability of the E-CAF as a tool for identifying online marketing strategies suitable for targeting consumers across cultures and using the E-CAF to assess and evaluate the cultural adaptation of three Egyptian local travel interfaces. Finally, the E-CAF is utilized as a means for developing questions that can help designers to collect the clients' designing requirements. This helps the designers to build an effective local interface based on an understanding of each client‘s special design requirements.
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Bhoot, Satbinder Singh. "A problem at the manufacturing marketing interface : customer scheduling for a sales force in the industrial market sector." Thesis, University of Manchester, 1990. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.247060.
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Murthy, Nagesh Narasimha. "The manufacturing, marketing, and design interface : implications for manufacturing planning and control in an assemble-to-order environment." Connect to resource, 1997. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1261400836.
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Teske, Rui Osvaldo. "Experiências de captação de recursos e a interface com o marketing social: estudo de caso Núcleo Social de Diadema." Pontifícia Universidade Católica de São Paulo, 2014. https://tede2.pucsp.br/handle/handle/1117.
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Previous issue date: 2014-10-14Many organizations of the Third Sector Brazilian act in the public interest by providing services to the population. On 23 March 1999, the Brazilian government approved the Law Nr. 9.790/99, allowing some of them to qualify as Civil Society Organizations of Public Interest - OSCIPs. Towards the State, that qualification implies many obligations, many of which are directly related with the organizational management, both when it comes to the application, and to the further execution of projects in partnership with public departments. The organizational relevance of this study concerns the potential benefits for the Social Center in Diadema upon learning which are the best fundraising strategies, ways, and possible partnerships through social marketing. By this, the Social Center could implement the suggestions herein in order to organize the activities of the institution and the duties of the employees. Therefore, the result will be greater satisfaction of the organization, exceeding the expectations and sustainability. The Social Center of Diadema needs a planning in order to obtain those resources, allowing a greater improvement perception related to the successful development of the growing institution, and enjoy the results of this work in order to achieve its goals
Muitas organizações do terceiro setor brasileiro atuam prestando serviços de interesse público à população. Em 23 de março de 1999 o estado brasileiro introduziu a Lei 9.790/99 no ambiente legal destas organizações , permitindo que algumas delas pudessem se qualificar como Organizações da Sociedade Civil de Interesse Público OSCIPs. Perante o estado, essa qualificação mostra muitas obrigatoriedades que estão ligadas diretamente ao gerenciamento das organizações, tanto na do pedido de qualificação, quanto na posterior execução de projetos em parceria com órgãos do poder público. A relevância organizacional desse estudo concerne aos benefícios que serão obtidos para o Núcleo Social de Diadema ao tomar conhecimento das melhores estratégias e formas de captação de recursos e parcerias existentes por meio da relação com o marketing social. Desse modo o Núcleo poderá implementar as sugestões que serão apresentadas, com o fim de organizar as atividades da instituição e as funções dos colaboradores. Por conseguinte, isso resultará numa maior satisfação da organização superando suas expectativas e sustentabilidade. Com isso, o Núcleo Social de Diadema necessita de um planejamento para a captação desses recursos permitindo uma maior percepção de melhoria relacionada ao bom desenvolvimento da instituição, que está em crescimento, e aproveitar os resultados deste trabalho para assim chegar aos seus objetivose
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Morieux, Yves V. H. "Strategic analysis of organisational decision-making as the interface between corporate idiosyncracies and the adoption of technological innovations : the case of business information systems." Thesis, University of Strathclyde, 1986. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=23767.
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This research aims at helping industrial innovators convert technological achievement into economic success. The underlying axiom of the study is that the likelihood of a commercial "big hit" is a direct function of the adaptation of selling efforts to the potential customers' idiosyncracies. This raises theoretical, epistemological and practical questions. Theoretically, the problem is to identify a conceptual framework within which organisational idiosyncracies can be understood and defined. Epistemologically, the problem is to identify a methodological basis on which these indiosyncracies can be assessed and tested as to their influence on the adoption of industrial innovations. Practically, the problem is to identify an operational marketing approach in which this type of influence can be taken into account and exploited. The theoretical problem is solved in meta techno-economic terms. The concept of organisational climate is used to encompass the various corporate idiosyn cracies under attention. The epistemological problem is solved by applying strategic analysis to decision-making processes related to the adoption of new information technologies. Concepts such as organisational rationalities, strategies, stakes, zones of uncertainty and coalitions are found to explain and account for the influence of corporate idiosyncracies on decision processes in three large (or multinational) French companies faced with commercial proposals to adopt computer-based business information systems. The practical problem is solved by proposing a design to assess idiosyncratic strategic factors in target organisations and by suggesting how commercial approaches can be developed accordingly. The research solutions are bounded by three limits: the respective influence of strategic factors as opposed to other organisational idiosyncracies was empirically untestable; the validity of the conclusions is highly dependent on the field which was investigated (any a priori generalisation to non-informatic innovations is thus problematic); and lack of information may constrain assessment of strategic factors.
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Järkeborn, Sandra, and Vera Werner. "Enabling the Computation of Marketing ROI Through Technical and Organizational Changes : A Case Study." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-279620.
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With the value of initiating contact or a relationship being intangible, marketing departments are currently struggling to prove their contribution to the business. Evaluating the efficiency of B2B marketing investments has been proven hard, and the prerequisites for doing so are many. However, the enabling of measuring marketing efficiency would provide companies with a tool for prioritizing between marketing investments and thus optimize budget allocation and business value. This study aims to examine the underlying technical and organizational difficulties of evaluating the efficiency of marketing investments, as well as contributing with guidance on how to overcome them. By combining an exploratory theoretical investigation and a case study that followed a descriptive approach, this study covers the investigated phenomena in both a general and a specific context. The technical difficulties of evaluating marketing efficiency that were found include contamination of data due to unstructured gathering of field data, unaligned definitions, and a high level of individual judgment when categorizing data. Findings on organizational difficulties concentrate on the Sales-Marketing Interface (SMI) and include missing feedback loop between the two departments, unaligned goals and rewards, unstructured handover phase, and broken information streams. Finally, the authors suggest a number of measures that can be taken in order to solve the stated difficulties and excel in SMI and marketing intelligence maturity towards a state where marketing efficiency can be evaluated. By comparing theory to empirical findings, a connection between theory and practice is established, which contributes to bridging the theory-practice gap that exits in B2B marketing research. In specific, this study contributes to science by presenting a number of measures that can help organizations enable the assessment of marketing efficiency. Yet, further research on the effect marketing has on customer lifetime is necessary.Eftersom värdet av att initiera en kontakt eller en relation är ogripbar behöver dagens marknadsavdelningar kämpa för att bevisa sitt bidrag till företagets affär. Att utvärdera den inre effektiviteten i investeringar i industriell marknadsföring är bevisat svårt och de nödvändiga förutsättningarna är många. Dock skulle möjliggörandet av mätning av marknadsföringseffektivitet kunna ge företag ett verktyg för att prioritera mellan olika investeringar i marknadsföring och därmed också optimera budgetallokering och affärsvärde. Denna studie syftar till att undersöka de underliggande tekniska och organisatoriska svårigheterna med att utvärdera effektiviteten i marknadsföringsinvesteringar, liksom även att bidra med guiding för hur dessa ska överkommas. Genom att kombinera en explorativ teoretisk undersökning och en fallstudie genomförd med ett deskriptivt tillvägagångssätt studeras det undersökta fenomenet i både en generell och en specifik kontext. Resultatet visar att de tekniska svårigheterna med att utvärdera marknadsföringseffektivitet inkluderar nedsmutsning av data till följd av ostrukturerad insamling av fältdata, ickeöverensstämmande definitioner och en hög nivå av individuell bedömning då data kategoriseras. Det organisatoriska svårigheterna är koncentrerade till gränssnittet mellan sälj och marknadsföring och inkluderar bristande feedback-loop mellan det två avdelningarna, icke-överensstämmande mål och belöningar, ostrukturerad överlämningsfas och brutna informationsströmmar. Slutligen föreslår författarna ett antal åtgärder som kan vidtas för att lösa dessa svårigheter och därmed excellera gränssnittet mellan sälj och marknadsföring samt mognadsgraden av intelligent marknadsföring till en studie där marknadsföringseffektivitet kan utvärderas. Genom att jämföra teori med empiriska resultat sammankopplas teori med praktik, vilket bidrar till att överbygga det forskningsgap mellan teori och praktik som existerar i forskningen om indutriell marknadsföring. Mer specifikt så bidrar denna studie till vetenskaper genom att presentera ett antal åtgärder som kan möjliggöra bedömning av marknadsföringseffektiviteten. Ändock finns ett behov av vidare forskning vad gäller effekten marknadsföring har på kundens livslängd.
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Hahn, Sejin, and Sarafat Hossain. "Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies." Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185101.
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Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. those that were persevering like embers in a 'slow burn' state of low income against persistent expenses. Therefore, the research sought to compare the results of marketing experimentation with current plans for increasing resiliency, or enabling robust growth, coming out of the pandemic. Methodology / Design / Approach -- As the quantitative understanding of the business impacts had been generalized, a closer look was needed into what entrepreneurs and small business leaders were thinking about in the present moment, by reflecting on factors for survival / thriving, until this point and going forward. To capture this wide range of perspectives and strategies in formulation, qualitative methods with a diverse set of businesses were selected. Theoretically, customer-centric marketing principles were employed, focusing on three intangible firm resources (of the resource-based view): 1) Stakeholder Relationships; 2) Brand Equity and 3) Knowledge / Capabilities. Findings -- With the realization that adequate financing is inaccessible and government support perceivably unreliable, small businesses naturally tested several emergent strategies within the limits of their available resources. During times of crisis and radical change, as entire industry ecosystems are reassuming their fundamentals, companies have the opportunity to maximize and develop their resources, in alignment with differing and changing customer demands. Practical Implications -- While the recommendations are tailored for small business and optimistically many, cities are also suggested to take a resource-based VRIO (Value, Rarity, Imitability and Organizability) approach to supporting the economic value and potential of their retail, restaurant and service-oriented business communities. Originality / Value -- Applying a modern customer-centric view for the small business resources most potentially valuable and developable, this research contributes a unique crisis-borne framework, which may be conceptually used as a hotbed -- by both internal and external (i.e. municipalities, partners and customers) stakeholders -- for ideating novel marketing strategies and supporting business growth / resilience. Keywords: Adaptation, Crisis Management, Financial Liquidity, Access to Capital, Government Aid, Alternative Finance, Marketing Strategy, Resource-based View (RBV), Customer-Centric, Stakeholder View, Brand, Authenticity, Knowledge, Capabilities, Marketing Management, Marketing-Finance Interface, Paid Marketing, Organic Marketing, Customer Loyalty, Community and Decision-Making
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OURIQUES, Paulo Victor Silva. "Uma abordagem para a escolha da melhor interface de exibição de anúncios na propaganda pervasiva." Universidade Federal de Campina Grande, 2014. http://dspace.sti.ufcg.edu.br:8080/jspui/handle/riufcg/418.
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PAULO VICTOR SILVA OURIQUES - DISSERTAÇÃO PPGCC 2014..pdf: 15529498 bytes, checksum: 878a0f70f377ee9edf9e0347c482a19b (MD5)Made available in DSpace on 2018-04-18T16:32:06Z (GMT). No. of bitstreams: 1 PAULO VICTOR SILVA OURIQUES - DISSERTAÇÃO PPGCC 2014..pdf: 15529498 bytes, checksum: 878a0f70f377ee9edf9e0347c482a19b (MD5) Previous issue date: 2014-02-15
A Propaganda Pervasiva diferencia-se das demais formas de veiculação de anúncios por permitir a entrega responsiva ao contexto dos consumidores. Dessa forma, é possível entregar aos consumidores os anúncios mais relevantes, proporcionando maior efetividade à campanha publicitária. Atualmente, os sistemas de entrega de anúncios apenas levam em consideração a relevância do anúncio para o cliente, não se preocupando com a maneira com a qual esses anúncios serão exibidos e nem com a influência causada por essa forma de exibição na relevância do anúncio. Sendo assim, objetiva-se neste trabalho elaborar um mecanismo que permita exibir um anúncio ao consumidor através do canal de veiculação mais apropriada. Para isso,é preciso que este mecanismo leve em consideração a influência que o canal de veiculação exerce sobre a relevância do anúncio e qual o propósito da campanha publiciária à qual pertence o anúncio. Tendo esta infraestrutura desenvolvida, será muito mais fácil elaborar mecanismos de avaliação da campanha publicitária levando em consideração a forma de exibição dos anúncios. Estes mecanismos poderão indicar qual o canal de veiculação que mais impactou o cliente, qual a que obteve maior audiência, qual foi a mais indicada, etc. Para validar os modelos desenvolvidos, foram realizadas baterias de experimentos com foco no impacto do tempo de resposta de um canal de veiculação na relevância do anúncio. A análise dos resultados permite mostrar que é possível sim utilizar o tempo de resposta para escolher o canal mais adequando para veicular um anúncio, assegurando-se que o propósito da campanha publicitária seja satisfeito.
Pervasive Advertising differs from other forms of ad serving because allows responsive delivery to the consumer context. Thus, it’s possible to deliver to consumers the most relevant ads, providing greater effectiveness to advertising campaign. Nowadays the delivering ads systems only consider the relevance of the ad to the client, not worrying about the way those ads are displayed and ignoring the influence caused by this form of display in ad relevance. Thus, the objective of this work is develop a mechanism that shows an ad to the consumer through the most appropriate display interface. For this,the mechanism must to consider the influence that the interface exerts on relevance of the ad. Whith this infrastructure, will be much easier to develop mechanisms for evaluating the hype,considering the way of delivering ads. These mechanisms may indicate the display interface that most impacted the user, which obtained larger audience, which was better indicated, etc. To validate the developed models, experiments focusing on the impact the response time of a channel broadcasting in ad relevance were held. The result analysis shows that it’s possible to use the response time to choose the channel ad serving, ensuring that the purpose of the advertising campaign is satisfied.
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Keegan, Neil Patrick. "The design marketing interface (DMI) in high technology, small to medium sized enterprises : a product/sector specific study relating to SMEs utilising digital electronics." Thesis, University of Huddersfield, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.323782.
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Fernandes, Clara Eloïse. "Interação e tecnologia ao serviço da moda: the virtual interface kinect interaction." Master's thesis, Universidade da Beira Interior, 2013. http://hdl.handle.net/10400.6/1727.
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Quando em 2010 a empresa Microsoft apresentou o sensor Kinect, apostando na tecnologia
que permite o reconhecimento de movimentos à distância, depressa se percebeu que este
poderia ser utilizado em muitas áreas que em nada têm que ver com os videojogos. O sector
da moda em geral e o comércio de roupa em particular são um dos principais campos onde a
aposta nas novas tecnologias têm sido considerável, sobretudo como forma de aumentar o
número de vendas através da Internet. É neste contexto, de utilização das tecnologias como
forma de atrair consumidores e proporcionar-lhes uma experiência diferente, sobretudo
quando compram online, que desenvolvemos neste trabalho uma solução tecnológica que
promete revolucionar a compra de roupa. O VIKI, o provador virtual que criámos, vem
introduzir uma mudança na forma como temos acesso às roupas e acima de tudo assume-se
como uma solução para que diferentes públicos possam experimentar as peças e evitar alguns
dos principais problemas normalmente sentidos, seja ao nível da diferença que existe no seu
aspeto, seja em relação aos tamanhos dos artigos adquiridos.When in 2010, Microsoft launched the Kinect sensor, betting in a technology that uses motion sense; it became clear that it could be used in many other domains besides video gaming. The fashion industry and more specifically the apparel commerce are the main areas where this technology has been promoted, mainly with the aim of expanding the online sales. The introduction of those technologies are used as a way lure customers and offer them a new experience that made us build a technological solution which can transform apparel shopping. VIKI, the virtual fitting room introduces us to a new way of accessing clothes and avoid the main problems normally identified such as the look or size.
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Segura, Claudir. "Internet das coisas, design thinking e os paradigmas do consumo." Pontifícia Universidade Católica de São Paulo, 2015. https://tede2.pucsp.br/handle/handle/18197.
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Previous issue date: 2015-11-16A new era where smartphones pay bills, households, industries and buildings, industries production sensors control the flow of energy and water . Doctors can monitor health of their patients remotely, and designers can animate characters with their own movements. This new era of connections between multiple devices, receiving and sending data over the Internet is what we call the Internet of Things, English translation of The Internet of Things The objective of this study is to problematize the Internet of Things and its application under the philosophy of the Design Thinking and how the consumption paradigms are broken from that intervention. We see that in this new technological step man s participation in the process is of vital importance to the growth and application of the IoT. This is not just a case to create an interface for the user to interact. It is to create contact points for enriching the user experience and consequently a more tailored application to his need and also to list possible interdisciplinary areas studied here
Uma nova era onde celulares pagam contas, residências, indústrias e prédios, munidos e sensores controlam produção o fluxo de energia e de água até médicos monitoram a saúde de seus pacientes remotamente, e designers animam personagens com seus próprios movimentos. Essa nova era de conexões entre múltiplos dispositivos, recebendo e enviando dados pela Internet é o que chamamos de Internet das Coisas, tradução do inglês de Internet of Things. O objetivo deste trabalho é problematizar a Internet das Coisas e sua aplicação sob a filosofia do Design Thinking e de que maneira os paradigmas do consumo serão quebrados a partir dessa intervenção. Vemos que nessa nova etapa tecnológica a participação do homem no processo é de vital importância para o crescimento e aplicação da IoT. Não se trata apenas de se criar uma interface para que o usuário possa interagir. Trata-se de se criar pontos de contato para o enriquecimento da experiência do usuário e consequentemente obter uma aplicação mais adaptada a sua necessidade e ainda elencar a possível interdisciplinaridade entre as áreas aqui estudadasiplinaridade
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Persson, Hedin Olivia, and Malena Sihvonen. "How to Increase Handover Accuracy of Marketing Generated Leads : A Case Study of the Leads Handover in a Multinational B2B Cooperation." Thesis, KTH, Industriell marknadsföring, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-191144.
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På grund av marknadsförings växande roll i kundinteraktion, befinner sig marknadsavdelningar allt mer i besittning av nya typer av kundinformation och sådan information som traditionellt har genererats och förvaltats av försäljningsavdelningar. Genom att tillhandahålla försäljningsavdelningen med högkvalitativa kundleads och samarbeta i att avancera dessa till faktiska affärer, kan marknadsföring använda sin nya roll i kundinteraktionen och därmed stödja försäljningstillväxten. I många B2B-företag är dock samarbetet mellan marknadsföring och sälj kantat av spänningar. Dessa spänningar har gjort gemensamma processer, såsom hanteringen av kundleads från marknadsföringsaktiviteter, utmanande. Trots friktionerna måste ett kundleads så småningom överlämnas från marknadsavdelningen till säljavdelningen för att kunna avanceras till en faktisk affär. Överlämnande av information mellan två avdelningar innebär alltid ett antal risker. De främsta riskerna är informationsförlust samt resursslöseri på grund av informationens låga kvalitet. Syftet med denna studie var att undersöka hur överlämnandet av kundleads från arknadsföringsaktiviteter mellan olika aktörer kan bli mer exakt. Undersökningen gjordes med hjälp av en fallstudie där överlämnandet av kundleads från marknadsföringsaktiviteter utreddes på ett multinationellt B2B-företag verksamt inom telekomindustrin. Empirin samlades in genom intervjuer, fokusgrupper, dokumentsökning och en global enkät. Resultatet av undersökningen är en kartläggning av nuvarande överlämnandet av kundleads efterföljande en global technologimässa. Överlämnandet visade sig omfatta 4 delöverlämningar och 4 aktörsgrupper. Utöver kartläggningen visar resultatet de olika aktörernas perspektiv på både samarbete i överlämnandet och konfigurationen av de kundleads som lämnas över. Det upptäcktes också att den globala marknadsorganisationen på det undersökta företaget har som mål att renodla kundleadskonceptet och skapa acceptans för nya typer av kundinformation som genereras genom marknadsföringsaktiviteter. Slutligen identifierades diskrepanser i aktörernas uppfattning om vad i överlämningen som ska skickas av vem, hur det ska skickas, och varför det skickas. Som en produkt av analysen har ett konceptuellt ramverk tagits fram. Det konceptuella ramverket definierar en överlämnings tre komponenter: Informationen, Processen och Aktörerna. Slutsatsen som drogs var att överlämningen av kundleads från marknadsföringsaktiviteter på det undersökta företaget kan bli mer exakt om dessa tre komptenter lieras och anpassas efter varandra. Rekommendationen som ges stödjer ambitionen att renodla kundleadskonceptet och utvidga den typ av kundinformation som skickas av marknadsföringsavdelningar. Rekommendationen omfattar införandet av 4 kundinformationskategorier. Ytterligare rekommendationer rör hur de tre överlämningskomponenterna ska anpassas till dessa nya kategorier.Due to marketing’s expanding role in customer interaction, marketing departments are finding themselves in possession of new types of customer information and such that has traditionally been generated and managed by sales departments. By providing sales with high-quality leads and cooperating on successfully advancing these leads to actual deals, marketing can utilize its new role in customer interaction and ultimately support sales growth. In many B2B companies, however, the cooperation of marketing and sales is infused by interdepartmental tensions. These tensions have rendered shared processes, such as the handling of marketing generated leads, challenging. Despite the interdepartmental frictions the marketing generated lead eventually needs to be handed over from the marketing department to the sales department in order to be advanced to an actual deal. Handing over information between two departments always involves certain risks. Primarily, these risks are information loss and potentially wasted resources due to low quality of the information. The purpose of this study was to investigate the handover of marketing generated leads between stakeholders and how it can become more accurate. The investigation was done by means of a case study – exploring the handover of marketing generated leads within a multinational B2B cooperation active within the telecom industry. The empirical data was collected through interviews, focus groups, document search and a global questionnaire. The result of the investigation is a mapping of the current handover of marketing generated leads succeeding a global industry event. The handover was found to encompass 4 sub-handovers and 4 stakeholder groups. Furthermore, the result included the stakeholders’ perspectives on both cooperation in the handover and the configuration of the marketing generated leads. It was also discovered that the global marketing organization is aiming to streamline the lead concept and create acceptance for new types of marketing generated customer information. Additionally, mismatches were found in the stakeholders’ perceptions of what is to be sent by whom, how it should be sent, and why it is sent. A product of the analysis was the Conceptual Framework, which defines three handover components: Information, Process and Stakeholder. The drawn conclusion states that handover accuracy at the case company could be achieved in aligning these three handover components. The suggestion made supports the ambition to streamline the lead concept and expand the customer information sent by marketing, by defining 4 customer information categories. Further suggestions are made on how to align the three handover components to these new categories.
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Колосніченко, Олена, and Олександр Васильєв. "Колір як складова дизайну інтерфейсів." Thesis, Київський національний університет технологій та дизайну, 2021. https://er.knutd.edu.ua/handle/123456789/18123.
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Робота присвячена дослідженню особливостей впливу колірного рішення дизайну інтерфейсу на користувачів. Основну увагу приділено аналізу та систематизації результатів досліджень впливу кольорової гами інтерфейсу сайту на емоції користувачів, їх асоціації, настрій і поведінку, що здатне забезпечити збільшення продажів. Визначено рекомендації по колірних рішеннях інтерфейсів сайтів Інтернет-торгівлі і їх елементів.The work is devoted to the study of the peculiarities of the influence of the color solution of the interface design on the users. The main attention is paid to the analysis and systematization of research results of the influence of the color scheme of the site interface on the emotions of users, their associations, mood and behavior, which may increase sales. Recommendations on color solutions of interfaces of retail Internet trade enterprises and their elements are determined.
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朱翊菲. "Analyzing the effects of Web 2.0 interfaces on traditional marketing strategies and practices based on case studies." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/78351747938382165767.
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碩士國立政治大學
管理碩士學程(AMBA)
97
In recent years traditional marketing concepts have been evolving and encountering great challenges due to the online applications commonly described as Web 2.0 or social community websites. No one had foreseen that consumers would evaluate products or services directly after purchase on the thematic social media and publish their brand experience openly through Internet. No one had expected that the thematic social media or Blogs could appeal and gather so many members and opinions towards specific topics, which might influence consumers’ decision. Nowadays, marketers are rushing to integrate various forms of social media into marketing planning and are highly motivated to initiate more attractive and creative events to appeal the consumer's eyes. Some enterprises are even willing to develop new product line or sub-brand to fulfill the customer’s needs. Therefore, due to the emergence of Web 2.0, the current marketing environment is quite different than what we are accustomed to. The relations and power structure between customers and brands have been changing. This research focused on how the enterprises reacted to the Web 2.0 technology and changed their mindset, especially marketing concepts and practices. Since there exists no generally accepted definition and demarcation of the term Web 2.0, the majority of studies have been focusing only on changes in certain industries or specific effects that Web 2.0 has brought to marketing. Therefore, we adopted a more general perspective based on previous results and conducted case studies to gather first-hand information and real practice from the industry. Further, we developed and concluded 9 points and made a comparison table (traditional marketing concept versus marketing concepts in Web 2.0 era) to clarify the differences of marketing concepts between traditional and Web 2.0-driven marketing. The key results of the research are: 1. Web2.0 helps enterprises to better form their marketing strategy and because all the departments within the organization can gather valuable information from each interaction point with the customers. Therefore, the consensus and responsiveness is achieved more easily, which means the Market Orientation concept could be realized. 2. Consumers in Web 2.0 era are capable of initiating market research and it is the consumer, rather than the enterprise, that decides how and with which company relations are built up. 3. Web users form communities due to common interests and objectives in Web 2.0 era, and the industries have begun to segment the market based on the different communities. 4. Web 2.0 applications help the enterprises efficiently evaluate if the market segmentation is effective and worthy of investment. 5. Web 2.0 mechanism support the enterprises to gather information and know more about the consumer insights, and also enables the two parties (enterprise and consumers) to collaborate and create the right market positions. 6. Web 2.0 not only increases the interacting points for enterprises and consumers, but also enriches the insights and possibilities of marketing-mix 7Ps (Product/Price/Place/Promotion/People/Physical environment/Process). 7. In Marketing 2.0 era the enterprise could not decide the essence of brands top down, but have to co-create the value and experiences of brands with the customers. 8. Web 2.0 platform enhance the change of the consumer inner character and behavior, from isolation to union, from ignorant to well-informed, from passive to proactive. 9. Web 2.0 platform transformed the traditional consumer decision-making from one way process to completed circles, where individual experience as valuable feedback influences the decisions of other consumers via Web 2.0 applications. As a consequence, the Web 2.0 is affecting not only the field of technology development but also the domains of business strategy and marketing practice. The Web 2.0 platform empowers the consumer and enables them to play more proactive and aggressive roles in the business system. The consumers do not just accept the message from mass media any more, but initiate marketing research themselves, investigating the brands and industries which they are interested with. The purchase decision making is not single and one way process as the personal comments that are disseminated and discussed on the Web 2.0 platforms keep on influencing other consumers’ behavior. The intermediate role that Web 2.0 plays between enterprises and consumers enables new and equal interactions, diminishing the misunderstanding and inefficiency resulted from the past asymmetric information that was mostly dictated by the enterprises. What comes along with the changing consumer behavior is a revolution in market segmentation, target, position and marketing-mix (7Ps). As Web 2.0 is not a clear-cut concept, some researchers have been regarding it as a mere temporary phenomenon that has emerged with new technology. However, its effects on marketing and wide public acceptance suggest that Web 2.0 is here to stay. Indeed, Web 2.0 has a substantial effect on consumer behavior and has contributed to an unprecedented customer empowerment. Therefore in the future, marketers have to pay more attention and put more effort to co-exist and communicate with a powerful customer instead of old-fashioned pushing marketing. Especially the enterprise should capitalize on the experience gained from the Web 2.0 platforms, utilizing the influences and convictions that web opinion leader possess to advocate for the brand. They should not disregard the many interaction points that could build up the brand experience with the consumers. Only those who could capitalize on Web 2.0 applications to gain more insight on consumer behavior, could win the ultimate victory and survive in the extremely competitive marketing war.
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Naujoks, Tobias. "Structural changes in online retailing and the marketing mix: An analysis considering multichannel online retailing and voice dialog interfaces." 2020. https://slub.qucosa.de/id/qucosa%3A72873.
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The online retail environment is expanding, enhancing the possibilities for customers to shop online. On the one hand, a proliferation of online channels establishes a multichannel online retailing landscape, which offers customers more alternatives in terms of where to shop online. On the other hand, a change in the user interaction mode of existing customer touchpoints, from graphics to voice, creates new voice dialog interfaces, which enhance the way with regard to how customers can shop online. In this context, this publication-based dissertation aims to generate theoretical and practical contributions on these two most recent developments in online retailing, i.e., multichannel online retailing and voice dialog interfaces, to improve marketing mix decision-making.
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Sá, Diana Sofia Martins. "Publicidade e design de APPS na comunicação." Master's thesis, 2018. http://hdl.handle.net/10348/8466.
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O relatório que se segue, deriva do estágio curricular efetuado no âmbito do Mestrado em
Ciências da Comunicação, e tem como objetivo o estudo da coerência gráfica e da forma
de comunicação de uma marca, mais especificamente da empresa IZILABS Software,
sendo que este foi direcionado maioritariamente para o Design de Interfaces, para a
Identidade Gráfica da marca e como esta se pretende posicionar no mercado, assim como
comunicar com o seu público-alvo, tendo em conta as novas formas de publicidade e
divulgação da informação. Pretendeu-se com o estágio trabalhar a imagem externa da empresa e divulgá-la de uma forma planeada nas redes sociais. Para além disso, era um objetivo a criação gráfica de duas aplicações para dispositivos móveis e a criação de novos elementos gráficos para a marca. A oportunidade de um estágio nesta área foi uma mais-valia na relação profissional da
mestranda, dando assim a possibilidade de conciliar conceitos aprendidos durante a
Licenciatura em Comunicação e Multimédia e conceitos abordados durante o Mestrado
em Ciências da Comunicação.The following report is derived from the curricular internship carried out within the scope of the Master's Degree in Communication Sciences, and aims to study the graphic coherence and the way of communication of a brand, more specifically the company IZILABS Software, this was directed mainly to the Interface Design, for the Graphic Identity of the brand and how it intends to position itself in the market and communicate with its target audience, taking into account the new forms of advertising and information dissemination. It was intended with the internship to work the company's external image and publicize it in a planned way in social networks. It was also a goal to graphically create two mobile applications and create new graphics for the brand. The opportunity of an internship in this area was an added value in the professional relationship of the master's degree, thus giving the possibility to reconcile concepts learned during the Degree in Communication and Multimedia and concepts addressed during the Master in Communication Sciences.
Este relatório de estágio tem como base a conceção e aprovação de um plano GlobalGAP, numa empresa hortofrutícola de hidroponia cuja principal produção é alface e ervas aromáticas. Para tal, foi necessária uma inspeção global à empresa assim como algum equipamento essencial à documentação, fundamentalmente material informático e conhecimentos em ferramentas “Office”. Ao longo desta conceção foi imprescindível a existência de um caderno de campo completo e organizado. Ao longo do relatório, será explicado ao leitor o que é que esta certificação consiste, que vantagens existem na sua obtenção, o que é que é necessário para a obtenção e que mudanças é que poderá trazer à empresa. Para tal, haverá uma apresentação da empresa pré e pós GlobalGAP e serão apresentadas as alterações realizadas ao longo da conceção do plano. Serão também descritos os resultados obtidos, algumas observações aquando a auditoria, as correções necessárias e as dificuldades encontradas ao longo de todo o processo. No fim, o plano foi aprovado, permitindo ao produtor a obtenção bem-sucedida da certificação da GlobalGAP.
This internship report is based on the conception and approval of a GlobalGAP plan in a horticultural company of hydroponics mainly producing lettuce and aromatic herbs. For the effect, it was necessary a global inspection of the company as well as some essential equipment, fundamentally informatic equipment and knowledge on some “Office” tools. All along this conception was indispensable the existence of a complete and organized field notebook. Along the report, it’ll be explained to the reader, what are the vantages in obtaining the GlobalGAP certification, what it’s necessary to have it and what are the changes that it would bring to the company. For that, a presentation of the company before and after GlobalGAP is made and alterations made through the conception of this plan. The results will be described as well as, some observations during the audit, the necessary corrections and the difficulties found over all the process. In the end, the plan was approved, and the producer successfully achieved the GlobalGAP certification.
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"The marketing and R & D interface." The International Center for Research on the Management of Technology, Sloan School of Management, Massachusetts Institute of Technology, 1992. http://hdl.handle.net/1721.1/2377.
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Sung, Chao-Yuan, and 宋肇源. "Design of Integrating Production/Marketing Interface Systems." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/59986080373512504242.
Full textAbstract:
碩士國立屏東科技大學
工業管理系
90
This article addresses a methodology on designing the production/marketing interface by using rational process analysis. The purpose of this work is to purport to help the insufficiencies of prelude analysis in the perspectives of process design for ERP, SCM, or CRM package software systems. Techniques employed include flowcharting, reengineering, systems design, and process improvements. The methodology of designing interface criteria with process analysis is also provided through operation appropriateness. The formulated methodology is practically implemented by a case study of computer fan manufacturing in Taiwan through several improvement steps comparing with the current systems. The implementation results demonstrate that a rational design with delineate process analysis for production/marketing interface is critical for introducing any software systems. The performance enhancement for this case is also discussed followed by suggestions.
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Yang, Tao. "Brand and usability in content-intensive websites." Thesis, 2014. http://hdl.handle.net/1805/4667.
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Indiana University-Purdue University Indianapolis (IUPUI)Our connections to the digital world are invoked by brands, but the intersection of branding and interaction design is still an under-investigated area. Particularly, current websites are designed not only to support essential user tasks, but also to communicate an institution's intended brand values and traits. What we do not yet know, however, is which design factors affect which aspect of a brand. To demystify this issue, three sub-projects were conducted. The first project developed a systematic approach for evaluating the branding effectiveness of content-intensive websites (BREW). BREW gauges users' brand perceptions on four well-known branding constructs: brand as product, brand as organization, user image, and brand as person. It also provides rich guidelines for eBranding researchers in regard to planning and executing a user study and making improvement recommendations based on the study results. The second project offered a standardized perceived usability questionnaire entitled DEEP (design-oriented evaluation of perceived web usability). DEEP captures the perceived website usability on five design-oriented dimensions: content, information architecture, navigation, layout consistency, and visual guidance. While existing questionnaires assess more holistic concepts, such as ease-of-use and learnability, DEEP can more transparently reveal where the problem actually lies. Moreover, DEEP suggests that the two most critical and reliable usability dimensions are interface consistency and visual guidance. Capitalizing on the BREW approach and the findings from DEEP, a controlled experiment (N=261) was conducted by manipulating interface consistency and visual guidance of an anonymized university website to see how these variables may affect the university's image. Unexpectedly, consistency did not significantly predict brand image, while the effect of visual guidance on brand perception showed a remarkable gender difference. When visual guidance was significantly worsened, females became much less satisfied with the university in terms of brand as product (e.g., teaching and research quality) and user image (e.g., students' characteristics). In contrast, males' perceptions of the university's brand image stayed the same in most circumstances. The reason for this gender difference was revealed through a further path analysis and a follow-up interview, which inspired new research directions to unpack even more the nexus between branding and interaction design.
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huang, ying-kai, and 黃盈凱. "Finance Industry Internet Marketing Strategies and Website Interface Design." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/74888111188017755044.
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碩士實踐大學
產品與建築設計研究所
95
Internet advertising has prospered to become the mainstream in advertising media, providing diverse approaches to presenting products. Different approaches and interfaces are used depending on clients’ background and product features. However, in the finance industry, mostly Internet marketing strategies are aimed at obtaining consumers’ immediate response to boost product sales. Since the features of financial products are often complex, how to convey a simple yet clear message online to consumers has become a challenge. Thus, how marketing strategies should adapt to suit the needs of the finance industry has become an important issue. This study investigates digital interactive marketing company, ADCAST, and discusses in depth how it designs Internet marketing campaigns for clients in the finance industry. The study analyzes the Taipei Fubon Bank Internet advertising campaigns. Campaign designers are surveyed to find out how marketing objectives are met and how website interface is designed under certain requirements and restrictions. The study proposes a general principle in the hope of facilitating future advertisers in Internet marketing for the finance industry. The results and conclusions of the study are: (1) The purpose of an Internet advertising website is to build up consumers’ understanding of products in order to boost sales. Thus, online interactive games, Inducement, or marketing approaches which combine “hot topics” have proved useful in enhancing the effectiveness of marketing strategies. (2) Website interface design which include characters, stories, or scenarios are able to draw consumers’ attention. Advertisers should also attach importance to whether product information is clear and whether the website is user-friendly. (3) Effective Internet campaigns need both a precise marketing strategy and quality website interface design. Stressing on the actual number of consumers that purchase the product (in the case of Taipei Fubon Bank, the number of people that apply for credit cards), the finance industry adapts a marketing approach based on obtaining immediate response from consumers. Taking these conditions into consideration, campaign designers make well use of the Internet and its quality as multi-media and devise strategies to convey the designated message to consumers to attain marketing objectives.
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"Impact of Firm Capabilities at the Marketing / Technology Interface." Doctoral diss., 2020. http://hdl.handle.net/2286/R.I.57403.
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abstract: Firms compete for profitable positions in their technological environments by capitalizing on their design and other capabilities to conceive and realize marketplace strategies more effectively and more efficiently than rivals do. However, research on how technological environment characteristics change the payoff from these capabilities is minimal. Given that possessing superior firm capabilities is a primary source of competitive advantage for firms, this study seeks to fill these critical research gaps in the literature. This dissertation, which is composed of two essays, seeks to answer what capabilities pay off more in various technological conditions. It benefits from the most comprehensive sample to date that includes 2132 publicly traded firms in the United States (US) over 34 years. All the technological industry conditions are captured by using the entire data of utility patents in the US. The first essay shows that design is a firm capability that enhances sales growth. Its effect, however, is attenuated by technology intensity because, in markets with high technology intensity, design attributes become less salient. Moreover, technological competitive intensity and maturity amplify design capability’s positive effect because when technical attributes of products provide limited differentiation, design attributes receive more attention, and consumers overweight them in decision making. The second essay examines the effect of marketing and research and development (R&D) capabilities on return on assets (ROA) in three technological market conditions: Technological turbulence, uncertainty, and acceleration. It shows that all the technological environments amplify the positive ROA performance outcomes from marketing capability, with technological turbulence having the most potent effect. R&D capability, however, is most influential in technologically accelerating markets. Finally, the second essay unveils that marketing and R&D capabilities are complementary only in technologically turbulent markets. These studies thus provide valuable insights to researchers and managers on the payoff from these capabilities and offer new guidance on which capabilities firms should emphasize on under different technological market conditions.Dissertation/Thesis
Doctoral Dissertation Business Administration 2020