Journal articles: 'Marketing synergies'

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Naik, Prasad A., and Kay Peters. "True Synergy for Real Effects: How to Control Integrated Marketing Successfully." GfK Marketing Intelligence Review 7, no. 1 (May 1, 2015): 34–41. http://dx.doi.org/10.1515/gfkmir-2015-0005.

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Abstract In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synergies arise from each of the following four areas: combining different media types, scheduling their inphase or out-phase timing, using consistent formal designs and creating integrated content across media types. Using a proper mix of multiple media and synchronizing their spending patterns over time are more important than creating and designing advertising content when generating media synergies. In some cases, the effectiveness of one medium increases because of repetition of the brand’s message in a different medium. In other cases, synergies occur because the target segment gets to read, understand and elaborate on the advertised content, thereby reinforcing the brand’s message. Synergies not only influence the effectiveness of advertising but also the budgeting. As synergy increases, the optimal total media budget increases, as well, and the proportion of the media budget allocated to the more effective medium decreases, while that allocated to the less effective medium increases. Sometimes the effects of synergies are surprising, and individual activities need to be seen in a completely different light when combined with others. Managers are welladvised to monitor synergies of their activities and reflect them in their budgets.

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Koschmann, Anthony, and Douglas Bowman. "Evaluating marketplace synergies of ingredient brand alliances." International Journal of Research in Marketing 35, no. 4 (December 2018): 575–90. http://dx.doi.org/10.1016/j.ijresmar.2018.07.003.

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Foroudi, Pantea, Charles Dennis, and T. C. Melewar. "Place/nation branding and marketing: Rethinking synergies and relations." Journal of Business Research 116 (August 2020): 595–96. http://dx.doi.org/10.1016/j.jbusres.2020.05.047.

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Standeven, Joy. "Sport tourism: Joint marketing — A starting point for beneficial synergies." Journal of Vacation Marketing 4, no. 1 (January 1998): 39–51. http://dx.doi.org/10.1177/135676679800400104.

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Sirkeci, Ibrahim. "Editorial: Transnational Marketing." TRANSNATIONAL MARKETING JOURNAL 1, no. 1 (October 2, 2013): 1–4. http://dx.doi.org/10.33182/tmj.v1i1.417.

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Transnational Marketing Journal is a new scholarly, peer-reviewed journal is dedicated to disseminating high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. It is an exciting new venture for us and we would like to invite innovative thinking, scholarship, and current research into marketing practices and challenges crossing national borders.In Transnational Marketing and Transnational Consumers, Transnational Marketing is defined “as understanding and addressing customer needs, wants and desires in their own country of residence and beyond and in borderless cultural contexts with the help of synergies emerging across national boundaries and transfer of expertise and advantages between markets where the organization operates transnationally with a transnational mentality supported by transnational organization structures and without compromising the sustainability of any target markets and resource environment offering satisfactory exchanges between the parties involved” (Sirkeci, 2013: vii).

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Singh, Jagdip, Todd Arnold, Michael Brady, and Tom Brown. "Synergies at the Intersection of Retailing and Organizational Frontlines Research." Journal of Retailing 95, no. 2 (June 2019): 90–93. http://dx.doi.org/10.1016/j.jretai.2019.06.003.

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Bargenda, Angela. "The artification of corporate identity: aesthetic convergences of culture and capital." Qualitative Market Research: An International Journal 23, no. 4 (February 10, 2020): 797–819. http://dx.doi.org/10.1108/qmr-12-2017-0182.

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Purpose The purpose of this paper is to critically examine the claim that artworks and corporate art collections contribute a qualitative dimension to corporate identity by satisfying aesthetic, social and cultural standards. Design/methodology/approach To explore the qualitative research purpose, the theoretical framework is supplemented with in-depth interview data from five European banks. Findings The findings show that corporate art achieves synergies between culture and capital, internal and external communication and thus offers significant opportunities for innovative marketing communication and identity-building strategies. Practical implications The paper provides insights into how the arts interface with branding-related innovations, assisting managers in long-term decisions on value-based branding and identity construction. Social implications Increased arts engagement by corporations creates new synergies between cultural institutions and corporations through partnerships and philanthropic initiatives. Originality/value The originality of the paper is twofold. It thematically explores the under-researched field of art in marketing scholarship. From a methodological point of view, the research design is multidisciplinary and thus delineates new avenues for marketing practice and scholarship.

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Chang, Yuhmiin, and Esther Thorson. "TELEVISION AND WEB ADVERTISING SYNERGIES." Journal of Advertising 33, no. 2 (January 2004): 75–84. http://dx.doi.org/10.1080/00913367.2004.10639161.

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Naik, Prasad A., and Kay Peters. "A Hierarchical Marketing Communications Model of Online and Offline Media Synergies." Journal of Interactive Marketing 23, no. 4 (November 2009): 288–99. http://dx.doi.org/10.1016/j.intmar.2009.07.005.

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Nielsen, Bo Bernhard. "The role of knowledge embeddedness in the creation of synergies in strategic alliances." Journal of Business Research 58, no. 9 (September 2005): 1194–204. http://dx.doi.org/10.1016/j.jbusres.2004.05.001.

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Moraes, Juliana Costa Dias De, Éderson Luiz Piato, Márcio Lopes Pimenta, and Thiago Alves De Souza. "Synergies and conflicts between marketing and supply chain management key performance indicators." World Review of Intermodal Transportation Research 8, no. 1 (2019): 78. http://dx.doi.org/10.1504/writr.2019.097838.

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Pimenta, Márcio Lopes, Thiago Alves De Souza, Éderson Luiz Piato, and Juliana Costa Dias De Moraes. "Synergies and conflicts between marketing and supply chain management key performance indicators." World Review of Intermodal Transportation Research 8, no. 1 (2019): 78. http://dx.doi.org/10.1504/writr.2019.10019069.

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Putra, Achmad Eriansyah Utama, Agnes Juliarti, Dimas Mohammad Wibowo, Figra Ardham, and Vera Julianti. "Studi Aktivitas Pemasaran Film Independen: Kasus di Indonesia." Indonesian Business Review 2, no. 2 (February 6, 2020): 400–437. http://dx.doi.org/10.21632/ibr.2.2.400-437.

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The independent film industry in Indonesia is both interesting and unique sector because it has different characteristics from the commercial film industry. The study was conducted to identify independent film marketing activities through a marketing mix and the factors that can influence the marketing activities of independent films in Indonesia. This is a qualitative research using in-depth interview as the main method. Interviews were conducted to nine participants in the film industry representing three chains of production, distribution and exhibition that forms the synergies in the film industry. The main research finding is eight factors influenced independent film marketing activities: idealism, story line, expressions, aspirations, actualization, film distribution channels, promotional activities, and regulation.

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Malik, Yasmin. "Mobile marketing at Telenor Pakistan – a MAD strategy?" Emerald Emerging Markets Case Studies 2, no. 1 (March 9, 2012): 1–14. http://dx.doi.org/10.1108/20450621211214478.

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Subject area Mobile marketing. Study level/applicability MBA, marketing level consultants. Case overview This is the first documented study on the development of a mobile marketing eco-system in Pakistan. The focus of the case is Telenor Pakistan - the first local operator to implement a comprehensive mobile marketing strategy via opt-in based consumer profiling. By positioning itself as a “media company” in the mobile marketing value chain, Telenor Pakistan aims to both enable and drive the mobile marketing eco-system at a time when operators are suffering from a decline in average revenue per user and are endeavouring to put into place strategies that will open up revenue streams based on services other than voice. Expected learning outcomes To develop a comprehensive understanding of the drivers and restrainers that affect the mobile marketing eco-system in emerging markets; and to examine to what extent operator-driven mobile marketing can create synergies within the mobile marketing value chain. Supplementary materials Teaching notes.

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Nel, J., and C. Boshoff. "Online-mobile service cross-channel cognitive evaluations in a multichannel context." South African Journal of Business Management 46, no. 3 (September 30, 2015): 67–78. http://dx.doi.org/10.4102/sajbm.v46i3.102.

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Since the advent of mobile commerce, many firms have added a mobile (m-) service to their existing offline and online services. The adoption of an m-service in a multichannel context is not only influenced by factors directly associated with the m-service, but also by cross-channel cognitive evaluations emanating from other existing channels. These cross-channel evaluations can lead to evaluative synergies and dissynergies that can influence consumer decision-making. To explore empirically the impact of cross-channel synergies and dissynergies between the online service and the m-service offered by the same firm, against the background of expectation-transfer theory and status-quo-bias theory, data were collected from 666 online-service users. Consistent with expectation-transfer theory and status-quo-bias theory, the results of the study demonstrated that cross-channel evaluative synergies and dissynergies do indeed impact salient m-service beliefs. The results suggest that managers can leverage the cross-channel synergies emanating from online trust and ease-of-use beliefs to enhance the adoption of the m-service. The results also suggest that, to enhance wider adoption, the marketing managers of m-services need to mitigate the status-quo-bias effects emanating from online-service facilitating conditions, and lower online-service risk perceptions.

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Padilla, Armando Ortuño, and Jairo Casares Blanco. "Shopping centre clusters: Competition or synergies? The case of the region of murcia (Spain)." Journal of Retailing and Consumer Services 52 (January 2020): 101867. http://dx.doi.org/10.1016/j.jretconser.2019.06.012.

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Kanagal, Nagasimha Balakrishna. "Strategic Marketing Issues for an Emerging Market Firm to go Global." International Business Research 10, no. 6 (May 3, 2017): 35. http://dx.doi.org/10.5539/ibr.v10n6p35.

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Emerging markets, as of recent times, are going through phases of liberalization towards market economies, increasing privatization, and are witnessing an emphasis of emerging markets’ governments towards globalization. There has been a rise in the contribution of emerging market firms to the economies of emerging markets. A study with a purpose to conceptualize strategic marketing issues for an emerging market firm to go global is significant, given that success in overseas marketing ventures is critical to sustain the phases of globalization. The challenge is to enter, obtain market share, and sustain in advanced economies and other emerging markets. This paper attempts to address the conceptualization and the challenge. The method of the study is to (i) define strategic marketing, outline and distinguish the different types of firms marketing overseas – international, multinational, and transnational / global; and (ii) analyze using extant literature, the aspects and issues of global entry and implementation of global marketing strategy. The study, post analysis, conceptualizes and postulates three moderating success factors, wherein consideration of these factors will aid the emerging market firm in improving its performance (i) acculturation processes in global businesses; (ii) achievement of global marketing synergies; and (iii) the importance of overcoming global negatives. Given that conditions for global entry and implementing global marketing strategy are met, and the three success moderating factors are addressed, the study recognizes that it is necessary to address the competitive forces in the global environment to be able to obtain an optimal share of the market. The study includes a discussion based on an in-depth interview with a leading garment exporter in Bangalore, India, to understand global entry and global marketing strategy implementation. In conclusion, it can be stated that that (i) an explicit process to address global negatives is required to overcome the perceptual gap of emerging market firms on deliverables; (ii) explicit attention to the achievement of global market synergies has to be given by global marketing strategists.

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Lichtenberger, Bianka, and Gerard Naulleau. "French-German joint ventures: Cultural conflicts and synergies." International Business Review 2, no. 3 (January 1993): 297–307. http://dx.doi.org/10.1016/0969-5931(93)90023-p.

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Nishihara, M. "Real options with synergies: staticversusdynamic policies." Journal of the Operational Research Society 63, no. 1 (January 2012): 107–21. http://dx.doi.org/10.1057/jors.2011.5.

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Jambulingam, Thani. "The Impact of Transaction Structure, Interfirm Synergies, and Motives on Performance of Interfirm Transactions in the Pharmaceutical Industry." Journal of Pharmaceutical Marketing & Management 15, no. 1 (September 1, 2002): 73–95. http://dx.doi.org/10.1300/j058v15n01_08.

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Úbeda-García, Mercedes, Enrique Claver-Cortés, Bartolomé Marco-Lajara, and Patrocinio Zaragoza-Sáez. "Toward a dynamic construction of organizational ambidexterity: Exploring the synergies between structural differentiation, organizational context, and interorganizational relations." Journal of Business Research 112 (May 2020): 363–72. http://dx.doi.org/10.1016/j.jbusres.2019.10.051.

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Kovanoviene, Viktorija, Giedrius Romeika, and Wjatscheslav Baumung. "Creating Value for the Consumer Through Marketing Communication Tools." Journal of Competitiveness 13, no. 1 (March 31, 2021): 59–75. http://dx.doi.org/10.7441/joc.2021.01.04.

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The situation in the markets is changing rapidly and competition in the business sector is increasing rapidly. As a result, corporate marketing decisions are based on creating greater value for the consumer, which creates competitiveness and provides an advantage in competing for future customer loyalty. The purpose of this study is to determine whether there is a link between marketing communication tools and consumer perceived value in pursuit of consumer loyalty. Qualitative (observational research) and quantitative (a questionnaire survey) research methods were used to investigate the problem empirically. The observational research elucidated the value provided to the consumer by the research objects through marketing communication tools, supplementing the key questions for the quantitative study. Correlation and regression analysis were used in the study, with the results showing a statistically significant relationship between marketing communication tools and consumer perceived value in terms of user loyalty. It has also been determined that the greatest and strongest relationship in consumer value creation through marketing communication tools is the appropriate, mutually coordinated and complementary use of a package of marketing communication tools to achieve synergies that create the preconditions for increasing consumer loyalty in a competitive market.

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Brock, David M. "Multinational acquisition integration: the role of national culture in creating synergies." International Business Review 14, no. 3 (June 2005): 269–88. http://dx.doi.org/10.1016/j.ibusrev.2005.02.001.

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Lemon, Katherine N., and Stephen M. Nowlis. "Developing Synergies between Promotions and Brands in Different Price-Quality Tiers." Journal of Marketing Research 39, no. 2 (May 2002): 171–85. http://dx.doi.org/10.1509/jmkr.39.2.171.19089.

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Brands are promoted in many different ways. In this research, the authors examine synergies between different types of promotions and characteristics of the brands that offer the promotions. Specifically, the authors examine interactions among feature advertising, display, price promotions, and the price-quality tier of the brand offering them. Using both scanner data and experiments, the authors find that high-tier brands benefit more than low-tier brands from price promotions, displays, or feature advertising when these promotional tools are used by themselves. This advantage disappears, however, when certain promotional tools are used in combination with one another. In particular, the authors find that price promotions have a more equal effect on low-tier and high-tier brands when these promotions are offered in settings where comparisons are difficult (end-of-aisle displays or feature advertising). Furthermore, the combined effects of displays and price promotions, or feature advertising and price promotions, are greater on the low-tier brands than on the high-tier brands. The results provide insights into the conditions under which specific marketing tools are most effective for which brands. The authors discuss theoretical implications of the results as they relate to promotions and consumer decision making and outline strategic implications for retailers and manufacturers.

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Baccarani, Claudio, Fabio Cassia, Chiara Rossato, and Daniela Cavallo. "Territory, firms and value co-creation synergies." Journal of Place Management and Development 12, no. 2 (June 3, 2019): 197–208. http://dx.doi.org/10.1108/jpmd-03-2018-0018.

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Purpose Recent literature on the implications of applying service-dominant (S-D) logic to conceptualise value-creation processes views territory only as an operand resource (a resource upon which an act is performed). This study aims to show that territory is both an operand and operant resource (a resource that acts on other resources) and to examine how this conceptualisation may extend knowledge about co-creation processes between a firm and its territory. Design/methodology/approach The study develops a conceptual contribution, drawing on previous research and combining managerial thinking with architectural–urban planning thinking, using illustrative examples. Findings This study shows that the territory actively participates in value co-creation through interactions with other actors (e.g. firms, inhabitants and tourists). The territory is not only an output of human actions but also a process through which its essence and traits emerge over time. It can infinitely inspire firms with ideas, provided they are able to listen to it and recognise its value co-creator nature. Research limitations/implications Contrary to the traditional firm location theory, this study highlights that a territory’s attractiveness is related to its potential, active contribution to value co-creation. The study’s arguments provide a contribution to the current debate about territorial servitisation but should be refined through empirical analyses. Practical implications The paper provides suggestions on platform-designing methods – supported by technologies – to enable the territory to engage in value co-creation. Originality/value While some studies have applied the S-D logic to territories, this study is the first to recognise that the territory has an active role in value co-creation.

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Deslatte, Aaron, and Eric Stokan. "Sustainability Synergies or Silos? The Opportunity Costs of Local Government Organizational Capabilities." Public Administration Review 80, no. 6 (August 7, 2020): 1024–34. http://dx.doi.org/10.1111/puar.13237.

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Karafyllia, Maria, and Antonella Zucchella. "Synergies and tensions between and within domestic and international market activities of firms." International Business Review 26, no. 5 (October 2017): 942–58. http://dx.doi.org/10.1016/j.ibusrev.2017.03.003.

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Ugolkov, Ievgenii, and Oleh Karyy. "Supporting the customer journey with digital instruments of marketing communications." Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia 53, no. 2 (October 25, 2019): 109. http://dx.doi.org/10.17951/h.2019.53.2.109-119.

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<p>This article describes the possibilities of improving customer satisfaction from the company's involvement in every point of interaction via digital marketing communication instruments and the customer's journey map concept. To achieve this goal, the literature on the concept of customer travel was examined, the results from a two-year monitoring of two production companies were selected and the companies' online and offline marketing communication with clients was presented. The findings indicate that the customer experience should be simple and intuitive for the customer's perception. The customer experience is not limited to certain channels of interaction and is not one-time. Rather, it is the sum of the customer's feelings at every point of their interaction with the company that accumulates during the customer's journey. Managers must design and create a customer’s travel map in order to direct their customers to a correct purchase decision, according to the company. The customer journey map includes elements such as staff, instruments and content, each of which influences the final customer experience and together create synergies that give the company the opportunity to maximise customer satisfaction and increase its income. Effective management of the customer's journey map design must be supported by digital means, especially in marketing communication. The customer's journey map should be tailored to the specific industry and this opens up the need for further research in this field.</p>

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Agustian, Adang, Ening Ariningsih, Endro Gunawan, and Kurnia Suci Indraningsih. "The study of bioenergy with molasses raw materials: analysis of potential and problems in its development in East Java, Indonesia." E3S Web of Conferences 232 (2021): 04005. http://dx.doi.org/10.1051/e3sconf/202123204005.

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The Indonesian government is gradually reducing its dependence on petroleum fuels by mixing it with biofuels. One of the biofuels used is bioethanol made from molasses. This study aims to analyze the potential for sugarcane development at the farm level, identify bioenergy problems, and provide bioenergy development recommendations based on molasses. The research was conducted in East Java Province in 2016, with updated data in 2019. The analytical methods used were quantitative and qualitative. The results of the research are as follows. In 2019, the potential of molasses produced reached 260.06 thousand tons in East Java Province. However, there are some technical and socio-economic problems in developing biofuels from molasses, including the low yield of sugar, limited processing of molasses into bioethanol, lack of bioethanol marketing guarantee, and lack of synergy in bioethanol policy development. Some policy recommendations proposed to support the sustainability of bioethanol production in the future are policy supports for increasing sugarcane farming, capital support for bioethanol producers, guarantee in the bioethanol marketing, and synergies in developing bioenergy policies.

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Kelly, Donna M., and Sheranne Fairley. "The utility of relationships in the creation and maintenance of an event portfolio." Marketing Intelligence & Planning 36, no. 2 (April 3, 2018): 260–75. http://dx.doi.org/10.1108/mip-11-2017-0270.

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Purpose Event portfolios promote synergies among events and stakeholders within a destination in order to maximise resources. The purpose of this paper is to examine the role of relationships in the creation and maintenance of an event portfolio using the four stages of Parvatiyar and Sheth’s (2000) process model of relationship marketing: formation, management and governance, performance evaluation, and evolution. Design/methodology/approach Nine semi-structured interviews were conducted with tourism and government stakeholders involved in the creation and maintenance of an event portfolio within a single destination. Findings The destination outlined clear strategic goals through an event strategy. An Events Board was established to bring together key stakeholders from tourism, events, and government to oversee the development of an event portfolio. The Events Board gave advice to relevant tourism and government stakeholders on which events they should provide funding. Developing relationships was not a stated objective, but the Events Board realised the importance of relationships to create and maintain the destination’s event portfolio. Long-term funding contracts were used as a mechanism to establish relationships and were an impetus for interaction. Relationships were also maintained through dedicated staff who managed the relationships between the destination stakeholders and the events. Practical implications Understanding factors that contribute to the successful creation and maintenance of event portfolios can inform destination stakeholders who are responsible for generating tourism through events. Originality/value Limited research has examined the creation and maintenance of event portfolios. This study provides insight into the central importance of relationships in creating and maintaining an event portfolio.

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Strebinger, Andreas. "Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy." European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1782–804. http://dx.doi.org/10.1108/ejm-08-2012-0482.

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Purpose – This study aims to compare academic prescriptive models on how to choose a branding strategy on the continuum from a “branded house” to a “house of brands” with real-life branding strategies of leading companies. Design/methodology/approach – Data from an executive survey, observations and desk research on 75 leading companies in Austria are analysed with multilevel weighted least squares (WLS) regression. Findings – Branding strategies for products are determined by industry (23 per cent of variance), the overall strategy of the company (28 per cent), the remaining variance being product-level decisions deviating from both. Service and consumer durables companies lean more towards corporate branding than consumer nondurables. On the company level, synergies in advertising, e-commerce and e-CRM (customer-relationship management) increase the usage of shared brands. A higher company age leads to brand proliferation. On the product level, quality differences between products, the emphasis on and differences in experiential product positioning and, marginally, the symbolic differences between products favour individual brands. Research limitations/implications – Future research should investigate additional markets, additional drivers, small and medium-sized entreprises (SMEs) and employ additional measures. Practical implications – The study informs brand-architecture audits with benchmarks from leading companies, calls for a view of brand architecture more flexible than ideal-type categories proposed in literature and cautions against management inertia, industry standards and trends in designing branding strategies. Originality/value – This study is the first quantitative cross-industry multi-level study on real-life branding strategies. It also applies a new conceptualisation and measurement of branding strategy.

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Romaniuk, Jenni, and Nicole Hartnett. "The relative influence of advertising and word-of-mouth on viewing new season television programmes." European Journal of Marketing 51, no. 1 (February 13, 2017): 65–81. http://dx.doi.org/10.1108/ejm-11-2015-0787.

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Purpose This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning. Design/methodology/approach The study’s longitudinal research design tracks individuals before and after possible exposure to advertising and/or positive WOM (PWOM) to model the effects of both paid versus earned media on behaviour. Findings This study provides contrary evidence to previous research that suggests that WOM has more influence on consumers than advertising. By controlling for viewers’ benchmark probabilities of viewing the TV programme, the effect of receiving PWOM becomes insignificant, whereas the effect of TV advertising remains unchanged. Because WOM is commonly exchanged between people with shared interests, it reaches an audience that is already highly disposed to view the TV programme. Research limitations/implications The findings implicate that we need to reinvestigate the power of WOM to avoid misattribution of effects. This study is only study in one category, which means replication and extension to more categories are needed. The limitations of the study include the inability to control for creative differences in the execution of programme promotions or examine possible cross-media synergies for multimedia campaigns. Practical implications Findings have implications for how much to invest in WOM-generating activities. Findings also have wider implications for cross-media research and media-mix models, as different media may reach audiences with differing predispositions to act. Originality/value This is one of the rare individual-level, longitudinal studies that investigate the influence of WOM in comparison to advertising.

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Shipway, Richard, and Lee Miles. "Bouncing Back and Jumping Forward: Scoping the Resilience Landscape of International Sports Events And Implications for Events and Festivals." Event Management 24, no. 1 (February 19, 2020): 185–96. http://dx.doi.org/10.3727/152599518x15403853721376.

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The purpose of this conceptual article is to critically scope the resilience landscape to help better understand how future studies on international sports events and venues could be informed by existing work in disaster management and resilience studies. The article suggests that within the differing benchmarks currently used to define and classify major international sports events, at present crises and disaster management considerations are largely ignored or underestimated. The article reviews previous research in crisis and disaster management, highlighting the potential for closer synergies between both sport and events studies and crisis and disaster management fields. It contributes new knowledge through the introduction of an international sports events (ISEs) resilience continuum to assist with better understanding resilience. The broader implications for events and festivals are highlighted. Although the interdisciplinary study of crisis, disasters, and emergency management has become increasingly sophisticated, the identification of synergies and useful concepts in relation to both sport and events studies to inform these areas is still at an early stage of development. This article adds to the limited body of knowledge on sports events resilience, and in doing so highlights potential avenues for future research in both sport and events, in terms of both theory and practice.

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Brailsford, Tim J., Szu Lang Liao, and Jack H. Penm. "Measuring financial synergies in cross-border M&A transactions using diffusion processes." International Journal of Services Technology and Management 8, no. 4/5 (2007): 276. http://dx.doi.org/10.1504/ijstm.2007.013920.

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Gordon, Ross, Gordon Waitt, and Paul Cooper. "A social marketer, a geographer, and an engineer walk into a bar." Journal of Social Marketing 7, no. 4 (October 9, 2017): 366–86. http://dx.doi.org/10.1108/jsocm-04-2017-0029.

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Purpose This paper aims to contribute to contemporary debates about interdisciplinarity and social marketing by presenting the critical reflections of a social marketer, a human geographer and an engineer on working across disciplines in an Australian community energy efficiency intervention – Energy + Illawarra. The paper also aims to identify challenges, practicalities and learning that emerge from collaborating on interdisciplinary projects. It also aims to provide some suggestions and guidelines for researchers in the interdisciplinary space. Design/methodology/approach The paper uses a case study approach and presents the critical reflections of a social marketer, a human geographer and an engineer on working together on the Energy + Illawarra project – a community energy efficiency social marketing intervention. Findings Challenges in interdisciplinary projects that are presented by differences in ontology, methodology, language and discourse are identified. The importance of being critically reflexive and openness to alternative perspectives are examined. Concerns over publishing interdisciplinary research are considered. The value of experimenting and developing partnerships through pilot projects is discussed. The potential of leveraging existing synergies and the opportunity to learn from clashes in ontology are also highlighted. Originality/value This paper contributes to the discussion about being interdisciplinary in social marketing by identifying subjectivities, practicalities and opportunities from collaborating on cross-disciplinary projects. Guidance for researchers on working on interdisciplinary projects offers value for social marketers working in this area.

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Douglas, Susan P., and C. Samuel Craig. "Executive Insights: Global Portfolio Planning and Market Interconnectedness." Journal of International Marketing 4, no. 1 (March 1996): 93–110. http://dx.doi.org/10.1177/1069031x9600400107.

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Previous approaches to portfolio analysis in international markets focused on the country as the basic portfolio unit and relied on an assessment of market attractiveness and competitive strength to determine how to allocate resources. This article proposes an approach to international portfolio analysis based on an examination of the interconnectedness of geographic markets and product businesses. This enables management to identify strategic portfolio units (SPUs) based on market interconnectedness, as well as competitive strength, and market attractiveness. SPUs incorporating market interconnectedness enable management to establish directions for future growth and determine how expansion or retraction of the portfolio in a given direction impacts other portfolio units. Opportunities to leverage core competencies across portfolio units in international markets and to reconfigure portfolio units and operations so as to achieve greater synergies can also be identified.

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Viswanathan, Madhubalan, and Arun Sreekumar. "Consumers and technology in a changing world: the perspective from subsistence marketplaces." European Journal of Marketing 53, no. 6 (June 10, 2019): 1254–74. http://dx.doi.org/10.1108/ejm-11-2017-0826.

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Purpose The purpose of this paper is to provide a perspective on consumers and technology in a changing world using insights gained from subsistence marketplaces. Consumers in a changing world are on different parts of the economic spectrum and are also reflected in contexts of poverty that is termed subsistence marketplaces. “Data” comes from pioneering the subsistence marketplaces stream of research, education and social enterprise. Design/methodology/approach The authors study the intersection of poverty and marketplaces, beginning at the micro-level, and take a bottom-up approach to deriving implications. Findings The authors cover both aspects – what micro-level insights about thinking, feeling and coping mean for technology perceptions and usage in general and what specific insights are derived for designing and implementing solutions that have bearing on the use of technology. In the course of all endeavors in research, education and social enterprise, technology, particularly information and communications technology, has been central. Research limitations/implications The authors discuss implications for research at the confluence of a variety of uncertainties inherent in the context of subsistence marketplaces, in environmental issues and climate change and in the nature and speed of technological change and progress. Practical implications In this paper, the authors discuss what subsistence marketplaces mean for consumers and technology in a changing world, lessons learned for the design and development of technological solutions, technological innovation from subsistence marketplaces and a broader discussion of the importance of bottom-up approaches to the intersection of subsistence marketplaces and technological solutions. Originality/value The authors use insights developed from pioneering the arena of subsistence marketplaces and creating synergies between research, education and social enterprise.

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Banerjee, Syagnik, and Phil Longstreet. "Mind in eBay, body in Macy’s." Journal of Research in Interactive Marketing 10, no. 4 (October 10, 2016): 288–304. http://dx.doi.org/10.1108/jrim-05-2015-0036.

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Purpose With the ubiquitous diffusion of mobile-enabled internet, individuals are constantly immersed in both virtual and physical environments. While this causes distractions, lower attention spans and disasters such as texting while driving and walking, it also creates synergies and smoother navigational experiences. Technology developers, marketers and policy-makers are both concerned and intrigued to understand how to deploy these mobile technologies so as to optimize their disruptive impact. In this paper, the authors aim to develop a framework of dual consciousness to understand the potential causes and outcomes of individual’s simultaneous presence in physical and virtual worlds. Design/methodology/approach A careful review of past academic literature on behavior, as well as media reports of incidents of disruptions, led the authors to construct a 2 × 2 framework depicting behaviors that indicated high-low consciousness in physical, as well as virtual worlds. Findings In dual environments, individuals either dissociate from one of the environments or integrate both environments. While the former is driven by the multiplicity of irrelevant roles and goals, oblivion of relevant roles, perception of group norms and performance of practiced routine tasks, the latter is driven by strong executive control processes, focused singular goals and usage of the virtual environment to reinforce their physical tasks. The most affected parties are retailers, service providers, digital marketers and social media marketers. Originality/value Most prior research in interactive marketing examine effects of online stimuli on online behavior. This paper identifies the noise created by physical context on clicks as well as the interference created by virtual stimuli on physical purchases and service experiences.

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Stephens Balakrishnan, Melodena. "Al Ain Dairy: managing demand and supply." Emerald Emerging Markets Case Studies 1, no. 4 (October 1, 2011): 1–10. http://dx.doi.org/10.1108/20450621111192807.

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TitleAl Ain Dairy: managing demand and supply.Subject areaMarketing strategy, retail/sales management and logistics.Study level/applicabilityUndergraduate and postgraduate.Case overviewAl Ain Dairy works is in one of the most highly competitive industries in the world – the food industry. In the dairy business, choice, freshness, safety standards, inventory management, supply chain and marketing are key to sustainability. Al Ain Diary explains some key challenges in this industry for managing and planning sales. This case builds on a previous case and can be used to teach marketing strategy, retail management and logistics. The case also gives an idea on the food industry especially the dairy market and some of the challenges associated with it.Expected learning outcomesStudents can try forecasting and planning sales based on seasonal trends. Since the process complexity increases as the number of stock keeping units increase, the case provides a rich context of a company where inventory management is a key to success. Product portfolio management is another subject area of focus in this case. For market expansion, students can look at current organizational and market constraints, organizational competencies (and their transferability), and market synergies and similarities to recommend strategy.Supplementary materialsTeaching notes.

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Sims, Margaret, Trudi Cooper, Elaine Barclay, and John Scott. "Making Sense of Indigenous Youth Night Patrols." Administration & Society 51, no. 4 (March 21, 2017): 664–86. http://dx.doi.org/10.1177/0095399717700225.

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We use Weick’s sense-making and Lipsky’s street-level bureaucracy to tease out understandings and perspectives about youth night patrol services in New South Wales, Australia. We examine synergies, tensions, and contradictions in the different ways participants make sense of the purpose of youth night patrols and their role in service delivery. Although all the service were based on the same model, used the same program logic, and reported against the same measureable outcomes, they all looked different on the ground. We explore these differences in the light of participants’ sense-making efforts, demonstrating that a unitary policy does not necessarily result in similarity of program delivery.

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Roy, Abhijit. "Dwarkanath Tagore as a pioneering entrepreneur of India." Journal of Historical Research in Marketing 10, no. 3 (August 20, 2018): 262–79. http://dx.doi.org/10.1108/jhrm-07-2017-0040.

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Purpose In the past three centuries in India, outsiders have dominated economic fortunes. Yet, for a brief interlude for two decades (i.e. in the 1830s and 1840s), the Bengalis from Eastern India played a dominant role in the modern business sector of the economy as partners of the British. The singular reason behind this phenomenon was the role of Dwarkanath Tagore (DT) in building multiple multiracial business partnerships in a myriad of businesses. This study aims to demonstrate how all of these activities were synthesized in an integrated marketing approach and how DT was the catalyst in forging these partnerships with the British East India Company and other enterprises. Design/methodology/approach A historical research method is used in critically examining the business practices of DT. Resources include a few biographies about him as well as several print sources, including several publications owned by him. Findings DT’s approach to an integrated marketing approach in the nineteenth century, involved the traditional production, distributional and promotional components, and he understood the significance of using all tools at his disposal to reach his market using these synergies, each reinforcing his main self-identify was that of an entrepreneur. He used forward integration techniques in running other operations, e.g. distribution, publishing, advertising and promotion of his products. His multiracial social networks for business and social activities are also identified. Originality/value This study synthesizes different sections of DT’s businesses and illustrates how he used integrated marketing to build an enterprising, profit-making business, which was good for both the economy of Bengal and that of the British East India Company and his other partners. The study also establishes him as a pioneering Indian entrepreneur and identifies major social networks with other business partners (both Indian and British).

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Barnes, Martha, Laura Cousens, and Joanne MacLean. "From silos to synergies: a network perspective of the Canadian sport system." International Journal of Sport Management and Marketing 2, no. 5/6 (2007): 555. http://dx.doi.org/10.1504/ijsmm.2007.013967.

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GKA, Sodjah, Bridget Chipanje, and Doing Doing. "An Exploratory Study on the Reverse Innovation Of Tata Nano Motors." International Journal for Innovation Education and Research 9, no. 1 (January 11, 2021): 12–18. http://dx.doi.org/10.31686/ijier.vol9.iss1.2776.

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This article unpacks the concept of reverse innovation by exploring Tata motor’s version of the Nano, dubbed world’s cheapest car which was introduced in India. The paper explores the ideation process, product development and marketing strategies which were employed by the firm. The Nano was created with the Indian populace in mind thus it was a local production for local customers first before exporting to developed world, the product development of the Nano became known for its cost cutting features which influenced the promotion price at first but later increased due to the upgrading of the car .The car became famous for its cost cutting features such as three lug wheel nut, accessing the trunk from inside and one windscreen wiper among other features. The price was tagged at $2000, which was equivalent to a motorcycle. Some notable aspects which impelled the successes of Tata Nano include hiring competent and knowledgeable human resource, creating synergies with chain supply for easy distribution. However the firm faced challenges which range from compromised safety standards, causing the car to catch fire, extended waiting period for the vehicle and lastly the marketing strategy which was not sustainable and ultimately led to the sales reduction.

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Mabin, V. J., and J. Gibson. "Synergies from Spreadsheet LP used with the Theory of Constraints-A Case Study." Journal of the Operational Research Society 49, no. 9 (September 1998): 918. http://dx.doi.org/10.2307/3010165.

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Mabin, V. J., and J. Gibson. "Synergies from spreadsheet LP used with the theory of constraints—a case study." Journal of the Operational Research Society 49, no. 9 (September 1998): 918–27. http://dx.doi.org/10.1057/palgrave.jors.2600604.

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Codignola, Federica. "Luxury Fashion Brands and Furniture Design: Investigating Strategic Associations." European Scientific Journal, ESJ 14, no. 4 (February 28, 2018): 44. http://dx.doi.org/10.19044/esj.2018.v14n4p44.

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The recent phenomenon of the modest growth in the personal luxury goods market has created an urge to face difficulties through innovative brand and marketing communication strategies. This paper examines the potentialities of strategic associations between luxury fashion brands and furniture design. The research question to be here examined is whether synergies with furniture design can represent possible innovative strategic instruments useful to compete in the global sector of the luxury fashion industry. To do so, this paper firstly examines the congruencies and the existent associations between fashion and design. Secondly, it compares luxury fashion brands with the specific furniture design market in order to verify whether and how such inter-sectoral convergence may effectively produce fluxes of value. Results indicate that the association between luxury fashion brands and collectible furniture design in particular is the most fruitful. The value of luxury brands is enhanced and consumers are provided at the same time with innovative and creative luxury experiences.

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Morice, Jean-René, Yi-De Liu, and Chi-Fan Lin. "Tourism development at World Heritage Site: The case of Loire Valley in France." Tourism and Heritage Journal 2 (July 28, 2020): 72–92. http://dx.doi.org/10.1344/thj.2020.2.6.

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In 2000, UNESCO included a linear cultural landscape along a 200 kilometre stretch in the middle reaches of the Loire Valley, between Sully-sur-Loire and Chalonnes-sur-Loire. The management of this extensive cultural landscape is exemplary, innovative but also complicated. The aim of this article is to explore the challenges faced and strategies adopted by the Loire Valley as a World Heritage Site in the development of tourism. Quantitative and qualitative data were both used to enhance the depth and breadth of analysis. The work presented refers to three sources of data. The findings reveal that tourism development in the Loire Valley has some challengers, such as short stays of tourists, slow growth in tourist numbers, uneven visitor numbers between castles, and the blurred role of World Heritage status in destination image. However, three different aspects of strategies have been applied by the authorities to enhance tourism development, including governance and marketing, attraction development and activation, as well as synergies of local communities.

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Diyah Candra Anita, Retno Wulandari, and Hendrato Setiabudi Nugroho. "Upgrading Charcoal Briquettes of Coconut Shell for Export." Jurnal Pemberdayaan Masyarakat Madani (JPMM) 4, no. 1 (June 15, 2020): 323–34. http://dx.doi.org/10.21009/jpmm.004.1.02.

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The Global Value Chain is an easy way to apply to Small and Medium Enterprises (UKM: Usaha Kecil Menengah) so that they can immediately rise to a higher level. The success of the GVC method can be applied to export-oriented UKM. The goals to be achieved in the community service program Upgrading Export-Oriented Coconut Shell Charcoal Briquettes are as follows: spurring the growth of UKM product exports in Indonesia through competitive market growth, improving management quality of UKM to enter the global market through improving product quality and marketing, accelerating technology transfer and community management of universities to UKM communities, developing synergies between UKM, Universities, Local Governments and the community. The methodology used is upgrading the production process through coordination and scientific discussion, training and simulation, making tools with technology transfer for production efficiency, health checks, and providing tools and facilities to improve employee health. The results of this activity are: increasing the percentage of export volume by expanding production units and adding employees, achieving production efficiency through the technology of permanent conveyor belt machine transfer and oven, forming financial management with Zahir accounting software, training on the use of fire extinguisher and first aid to the employees who get burned, checking employee health, increasing marketing knowledge capacity with English language courses to improve the quality of presentations.

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Goodman, Donald. "Marketplace synergies for PVC additives—how the supplier alliance is working in PVC markets." Journal of Vinyl and Additive Technology 14, no. 2 (June 1992): 101–4. http://dx.doi.org/10.1002/vnl.730140211.

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Wang, Xiaoyu, Xinchun Wang, and Linzan Ran. "Promoting synergistic innovation in logistics service outsourcing." Journal of Business & Industrial Marketing 35, no. 6 (March 20, 2020): 1099–112. http://dx.doi.org/10.1108/jbim-08-2019-0385.

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Purpose The purpose of this study is to explore what is synergistic innovation in the logistics service outsourcing context and how this strategy can potentially benefit an organization by improving performance outcomes. Design/methodology/approach A total of 21 in-depth interviews were conducted to conceptualize the construct of synergistic innovation. In addition, a theory-based model is tested using data collected from 282 Chinese manufacturing firms that are currently engaged in logistics service outsourcing. Findings The results from the in-depth interviews reveal that synergistic innovation goes beyond just interactions on innovation but requires both parties to achieve synergies that otherwise cannot be achieved by individual party alone. In addition, the empirical analysis suggests that synergistic innovation can help firms improve both logistics service performance and market performance. This process is dynamic as knowledge integration capability influences the outcomes of synergistic innovation. Originality/value This study is among the first to conceptualize synergistic innovation. It also offers a practical scale that helps future studies effectively measure this construct. Moreover, the results of this study provide compelling insights into how managers can use logistics service outsourcing as an important source for improving innovation outcomes.

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Journal articles on the topic 'Marketing synergies'

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