Dissertations / Theses: 'Resistance to marketing'

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Urbina, Elena Luisa. "Nonprofit Resistance to Marketing: A Case Study." Thesis, The University of Arizona, 2015. http://hdl.handle.net/10150/578884.

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This paper examines marketing issues in small, local nonprofit organizations as well as trends in the sector related to marketing. Specifically, it looks to uncover the root causes to the issue in the nonprofit sector of resistance to devoting resources to marketing efforts as well as the potential implications of this for those organizations. The results of this case study open up further questions and opportunities for research into the practices of this type of nonprofit regarding what can be done to change infrastructure and best practices in order to actively use marketing techniques to contribute to the goals of the organizations.

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Mukherjee, Ashesh. "The effect of novel attributes on product evaluation : explaining consumer resistance to technological innovation /." Digital version accessible at:, 1998. http://wwwlib.umi.com/cr/utexas/main.

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Glassco, Michael Alan. "Contested images: the politics and poetics of appropriation." Diss., University of Iowa, 2012. https://ir.uiowa.edu/etd/2875.

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As a tactic of dissent and political protest, appropriation artists use commercial and government images to critique power, by subverting the intended message and displaying their critique in public spaces. Appropriation activists are revolutionary subjects, graphic agitators, and rebellious bricoleurs who engage in the tactics of guerrilla semiotics, `subvertising,' fauxvertising and culture jamming, to expose advertising imagery as a system of ideology that manufactures identity, sublimates desire, and naturalizes the construction of race, class, and gender. Their tactics also indicate the attempt to reclaim public space to address the privatization of culture and the unequal access to cultural resources. The use of images and tactics of appropriation creates a more diverse array of voices in the public sphere and opens spaces for active participatory engagement with the public to address systematic asymmetries of power. The appropriation tactics and images used by Barbara Kruger, Jenny Holzer, and the Guerrilla Girls in the late seventies and eighties, for example, addressed the normalizing representations of gender, sexuality and identity in advertising and the idealized promises of consumption. In the late 1980s and 1990s, the Billboard Liberation Front, Adbsuters, Robbie Conal, and Shepard Fairey engaged in ideological warfare over the right to own, access, produce and display appropriated images. From billboards intended for commercial advertising to the display of `subvertisements' in magazines, and the un-commercials to promote Buy Nothing Day and TV Turn off Week, these activists confront the prevailing cultural apparatuses of meaning and the political economic structures that enable their power. To capture the cynical trendsetting demographic more resistant to traditional advertising, advertisers have co-opted the imagery, style and tactics of these artists. Their tactical strikes and visual style now convey hip, new, edgy and cool brand identities. Their images have also been commodified as commercial products and institutionalized art and have become fashion. As appropriation artists and advertising agencies engage in the same tactics and use the same visual style, the lines between art, appropriation and advertising have blurred and the public sphere overcome with a pastiche of visual codes. The dissertation traces the tactics of appropriation of Barbara Kruger, The Billboard Liberation Front and Shepard Fairey as exemplars of transgression and commodification within the changing commercial conditions of neo-liberalism. Their works, tactics and strategies are emphasized as points of insight into the practices and conditions of subversion as well as the limits of hegemonic containment that reproduces the political and economic structure within which they operated. The dissertation furthers and contributes to the theoretical and methodology of critical cultural studies as it emphasizes the role of the economy and ideology in reproducing the prevailing hegemonic order. Critical cultural studies hinges on the concepts of hegemony as lived discursive and ideological struggles over meaning and communication resources within historically specific and socially structured contexts. This framework emphasizes the poetics of appropriation - the use, meaning and spaces of articulation of visual representations with the politics - the socio-economic and discursive conditions that reproduce the dominant social order.

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Martikainen, Ida, and Anttonina Pitkänen. "The Significance of Consumers’ Perceived Authenticity to Engagement : Explorative Research of Influencer Marketing in Instagram." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-157376.

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Background: Consumers have created resistance towards marketing which can be seen for example as cynicism and criticism towards advertisements. Consequently, marketers do not achieve the aimed effect to consumers as easily as earlier. Authentic advertisement is said to be a tool to surpass the consumers’ resistance. Additionally, authenticity is argued to be the cornerstone of modern marketing and influencer marketing is said to be an appropriate channel fostering this. Aim: With this thesis the aim is to research how this the perceived authenticity of consumers affect on the engagement in Instagram to influencer marketers’ postings. Also, to determine and identify the consumers’ perception of authenticity in influencer marketing, especially in Instagram postings. Additionally, the aim is to identify what is the significance of consumers’ perceived authenticity to engagement in influencer marketing postings in Instagram. Methodology: A qualitative explorative research including an influencer interview, focus group interview with five Instagram users and observational study to three Instagram influencers. Findings: Consumers’ perceived authenticity have a positive significance to engagement in influencer marketing in Instagram. However, causes of engagement are relatively ambiguous, and the engagement in influencers’ postings is influenced by other aspects as well than consumers’ perceived authenticity.

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Mitchell, Lorianne D., Jennifer D. Parlamis, and Sarah A. Claiborne. "Overcoming Faculty Avoidance of Online Education: From Resistance to Support to Active Participation." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etsu-works/8298.

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The online delivery of higher education courses and programs continues to expand across academic disciplines at colleges and universities. This expansion of online education has been precipitated by, among other things, (a) the rise in personal computer ownership, (b) the ease of access to the Internet, (c) the availability and continuous improvement in technology for the delivery of online courses, and (d) the increase in demand for online courses by both traditional and nontraditional students. However, the proliferation of online education has not been enthusiastically supported by all constituents of higher education. Specifically, some faculty members remain resistant to the shift to online course delivery. This article applies the Transtheoretical Model of Change to the process of gaining faculty support for, and involvement in, online learning. After briefly reviewing current issues in online education and making a case for its adoption, we describe sources of faculty resistance and offer recommendations for interventions that may be applied to transforming faculty resistance to support and eventually to active participation.

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Dalpian, Paulo Roberto Chaves. "Um carro a menos : a contra-hegemonia e a resistência ao consumo." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2013. http://hdl.handle.net/10183/76842.

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Estudos sobre diferentes comunidades e suas resistências ao consumo mostram a crescente onda de opções alternativas de estilo de vida, opostas ao esfacelamento das comunidades no ambiente de mercado – e seu subsequente restabelecimento em contextos de eventos e grupos com interesses especiais. Este estudo buscou compreender a atividade contra-hegemônica e sua ligação com resistência ao consumo na cidade de Porto Alegre, Rio Grande do Sul, Brasil no evento Massa Crítica, contexto que se caracteriza por pregar valores contrários à cultura vigente de consumo, uma maior ligação com a comunidade e sustentabilidade. O estudo utilizou três técnicas diferentes para coleta de dados para que a captura do fenômeno fosse mais ampla e cobrisse os possíveis desdobramentos para os consumidores locais do contexto pesquisado. Tomadas fotográficas ajudaram a transpor as barreiras do texto e evidenciar mais detalhes do andamento do evento (Massa Crítica) e de contextos altamente relacionados. Observações de campo buscaram detalhes de ativismo, atividade contrahegemônica e resistência ao consumo nas relações dos indivíduos entre si mesmos e com transeuntes, motoristas e habitantes dos bairros que não puderam evidenciarse diretamente com os sujeitos de pesquisa. Entrevistas em profundidade, por sua vez, buscaram categorias culturais emergentes nos indivíduos participantes, suas opiniões, narrativas e sentidos que explicam - e são explicados por - suas opções e orientações de vida, consumo e ativismo. Encontrou-se uma convergência (com aspectos similares e diferentes em diferentes indivíduos) intrínseca entre a atividade contra-hegemônica e resistência ao consumo nos entrevistados, resolvida através do posicionamento de “nós” (com práticas positivas) e “eles” (com práticas negativas). Também foram identificadas motivações distintas que atraíram os entrevistados e participantes para o evento, consideradas “fracas” e “fortes” pelos participantes. Entre alguns pontos relevantes dos achados estão a necessidade de engajamento para a aceitação, pelo grupo, de conceitos e termos de marketing; a indicação de que o não-uso, o não-consumo e a não-posse podem, também, ajudar um indivíduo a se expressar perante o grupo a que se sente pertencente e à sociedade; e o capital social intrínseco às bicicletas entre os participantes do movimento.
Studies regarding different communities and the consumer resistance phenomena within bring out the growing wave of alternative lifestyle options, opposed to the communities' crumbling context in the market environment - and its subsequent reestablishment in event and groups' context. This study aims at understanding the counter-hegemonic activity and its connection to consumer resistance in the city of Porto Alegre, at the Critical Mass event, a context characterized by the dissemination of values opposed to the mainstream consumer culture, a greater community sense, and sustainability. Three different techniques were used in order to collect data, to broaden the phenomenon comprehension and cover some possible results for consumers in the local field. The use of photographs helped to transpose text barriers and bring out details of the event's development - as well as highly related fields. Field observation was used in order to seek out details of activism, counter-hegemonic activity, and consumer resistance in the individuals' relationships (among themselves and drivers, motorists, and passers-by) that could not be seen directly from the research subjects. In-depth interviews, by its turn, helped in the process of bringing out categories with the participant individuals - their opinions, narratives and senses that explain - and are explained by - their lives' options and orientations, consumption, and activism. An Intrinsic convergence was found (with similar or differing aspects, depending on each individual) between counter-hegemony and consumer resistance in the interviewees, resolved through the "us" (positive practices) versus "them" (negative practices) positioning. Some distinctive motivations attracting the individuals to the movement were also identified, within the interview subjects, regarded as "weak" or "strong" by participants. Some relevant findings that can be shown: the "engagement for acceptance within the group" regarding participation initiatives; the indication that non-use, non-possession, and non-consumption can, also, help an individual to express itself among its peer group and society as a whole; and the intrinsic bicycle social capital between the event participants.

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Mitchell, Lorianne D., Jennifer D. Parlamis, and Sarah D. Claiborne. "Overcoming Faculty Avoidance of Online Education: From Resistance to Support to Active Participation." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etsu-works/6772.

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The online delivery of higher education courses and programs continues to expand across academic disciplines at colleges and universities. This expansion of online education has been precipitated by, among other things, (a) the rise in personal computer ownership, (b) the ease of access to the Internet, (c) the availability and continuous improvement in technology for the delivery of online courses, and (d) the increase in demand for online courses by both traditional and nontraditional students. However, the proliferation of online education has not been enthusiastically supported by all constituents of higher education. Specifically, some faculty members remain resistant to the shift to online course delivery. This article applies the Transtheoretical Model of Change to the process of gaining faculty support for, and involvement in, online learning. After briefly reviewing current issues in online education and making a case for its adoption, we describe sources of faculty resistance and offer recommendations for interventions that may be applied to transforming faculty resistance to support and eventually to active participation.

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Mitchell, Lorianne D. "Best Practices for New Online Management Education Instructors to Overcome Resistance to Online Teaching: New Insights." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etsu-works/6771.

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Enrollment in online courses has increased rapidly in the last two decades, and exponentially in the last few years (Seaman, Allen, & Allen, 2018) as part of an e-revolution, especially in business schools (Kumar, Kumar, Palvia, & Verma, 2019), in which access to and use of information technology has become widespread. Instructors are one of the most important variables in online teaching as they function as the source of content for, and facilitators of, the online course. Some faculty, however, are ambivalent about teaching online for a variety of reasons (Mitchell, Parlamis, & Claiborne, 2015), and this ambivalence can be the impetus for the failure of the online course implementation. In addition, although research (“No significant difference”, n.d.) demonstrates that learning in online classes is comparable to learning in on-ground courses, instructors’ attitudes toward online teaching remain divided.In this chapter, I offer a brief review of Mitchell et al. (2015) and its general recommendations for management educators to help overcome their resistance to online teaching. I then expand upon what was previously written by sharing specific recommendations and resources focused on faculty, and for administrators to use with faculty, as they attempt the change to online teaching. To this end, I begin with a discussion of the notion of fit in the context of selecting faculty with a particular set of characteristics that are best suited to teaching online courses. The next portion of the chapter offers a research-derived list of best practices for new online instructors – addressing both hard and soft issues. Next, the discussion continues with a brief review of additional factors pertinent to teaching online but not included in the previous list. This will include topics gleaned both from research and over a decade and a half of personal online and hybrid experience as a management educator.

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Bedford, Christian. "An analysis of the use of political marketing by an insurgent group : a case study of the Mojahedin-e Khalq Organization." Thesis, McGill University, 2006. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=99575.

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In his 2005 work entitled The Marketing of Rebellion , author Clifford Bob explores the phenomenon of political marketing and its use by insurgent groups struggling to achieve their aims, most often against a central government opposed to their platform. In his book, Bob makes two central arguments: that courting support from non-governmental organizations (NGOs) is central to the success of insurgent groups; and that support is given to insurgent groups from NGOs not because of need, but rather because of political marketing techniques that insurgent groups use to attract that support. Thus, a successful and savvy insurgent group or opposition movement must employ sophisticated political marketing techniques in order to acquire the support they seek, and thus succeed in their struggle.
Using Bob's framework as a model, this paper examines the Mojahedin-e Khalq (MeK) and their use of political marketing techniques, largely in the period of 2001-2006. In existence since 1965, the MeK is Iran's largest opposition group, having been formed to oppose the rule of Shah Reza Pahlavi, and currently opposed to the clerical regime in Tehran. The bulk of the group has been based in Iraq since 1986, and has been confined to their main base, Camp Ashraf, since the U.S.-led invasion that toppled the Ba'ath regime in Iraq in 2003. The MeK aggressively uses political marketing to promote their cause and attract support, and thus the paper examines their strategies, discusses characteristics of the MeK, and ultimately offers a series of explanations as to the outcome of their efforts as they stand in 2006.

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Salomon-Mourre, Marie-Laure. "Résistance à la persuasion : tentative de modélisation à partir d'une publicité sociale anti-tabac." Thesis, Paris Est, 2013. http://www.theses.fr/2013PEST0057.

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Cette thèse propose de modéliser la résistance à la persuasion dans le cadre du marketing social. Le modèle conceptuel proposé s’appuie sur la Théorie du comportement planifié (Ajzen, 1985) augmentée de variables issues des modèles de persuasion à routes multiples (ELM, HSM), du Persuasion Knowledge Model (Friestad et Wright, 1994) et de la théorie de l’orientation régulatrice (Higgins, 1997). Une validation empirique est proposée sous forme d’expérimentation pré-post auprès d’étudiants fumeurs à qui on a présenté une publicité contre le tabac. Les données sont analysées par la méthode des équations structurelles PLS. Les résultats font apparaître un modèle de résistance à la persuasion distinct des modèles de persuasion et confirment le rôle de variables comme la connaissance de la persuasion, l’orientation régulatrice ou le contrôle comportemental perçu dans la résistance à la persuasion. En revanche, la peur et la voie de traitement ne semblent pas avoir de rôle significatif. Des implications managériales sont ensuite proposées ainsi que des voies de recherche future
Objective of this research is to model resistance to persuasion in the context of social marketing. The proposed conceptual model is based on the Theory of Planned Behavior (Ajzen, 1985) increased with variables from dual-route persuasion models (ELM, HSM), the Persuasion Knowledge Model (Friestad and Wright, 1994) and the Regulatory Focus Theory (Higgins, 1997). Empirical validation is proposed in the form of a pre-post experimentation where smoker students were presented an advertising against smoking. Data are analyzed with PLS-SEM methodology. Results reveal a resistance model different from persuasion models and confirm the role of variables such as persuasion knowledge, regulatory orientation or perceived behavioral control. On the other hand, fear and processing routes do not seem to play a significant role. Managerial implications and future research pathways are suggested

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Shabani, Maryam. "A Model of Crucial Factors Influencing on the Innovation Resistance for Purchasing Innovative Passenger Vehicles in Automotive Industry of Iran." Doctoral thesis, Universitat Internacional de Catalunya, 2020. http://hdl.handle.net/10803/670677.

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Purpose: The goal of this thesis is to render a model of influencing factors on Innovation resistance for purchasing innovative passenger vehicles in Auto industry of Iran. Design/Methodology/Approach: The innovative passenger vehicles that are produced by 4 car manufacturing companies of Iran are selected. Data is collected in two phases, at the first step which is qualitative phase, 13 questionnaires are distributed among panel of experts who are managers and top experts of SAIPA car manufacturing company (Appendix 1). Then in the second phase which is quantitative, the questionnaire which is prepared based on the results of first phase, are distributed among 265 customers of Kerman Khodro Co., Modiran Khodro Co. and Iran Khodro Co. that have resisted to purchase innovative vehicle of SAIPA (Appendix 2). The resistance factors are detected and grouped through Exploratory Factor Analysis techniques, and the Structural Equation Modeling (SEM), which is a very general statistical modeling technique that is normally used in the behavioral sciences. It can be viewed as a combination of factor analysis and regression or path analysis, so by SEM method will provide the aforementioned impacts of these resistance factors on resistance purchasing behavior. Findings: The results of qualitative phase show that Trialability, Co-dependence, Visibility, Realization, Relative advantage and Value factors are the most influential factors on innovation resistance which are clustered in Functional barriers. On the other hand, Economic Risk, Functional Risk, Usage, Image, Previous Innovation Experience and Usefulness are the most influential factors on Innovation Resistance, which are categorized in Psychological barriers. Additionally, the Demographic barriers extracted as influential factors on innovation resistance analyzed are: Age, Income and Education. The new factor of "After Sales Services" is recommended by panel of experts from Delphi model, in order to add to influential factors on Innovation Resistance. Thereafter, the above-mentioned factors have a crucial and prominent role in reducing the resistance of consumers in order to purchase innovative passenger vehicles. In the second phase which is quantitative step of this research, based on the results of first step the questionnaire has been prepared and are distributed among 265 ordinary customers of three Iranian car manufacturing companies. The abovementioned factors resulting of the first step of this research are used in order to assess its impact on Intention to buy, and the mediation role of Active Innovation Resistance between Barriers and Intention to buy. A research model, in which these constructs are included, is proposed and analyzed through Structural Equation Modeling (SEM). Results show that “Active innovation resistance” is playing the role of a complementary mediation. Therefore, the impact of “Functional barriers” on “Intention to buy” is mediated by “Active innovation resistance”. In the same way, “Active innovation resistance” also mediates between “Psychological barriers” and “Intention to buy”. Research Implications: A new fresh model analyzing the mediator role of Active Innovation Resistance shed light to conceptualize the way Barriers (both Functional and Psychological) impacts on customer behavior, in the specific setting of innovative automotive industry in Iran. Practical Implications: The propagation of innovation in automotive industry is challenging and imposing huge investment to manufacturer, so they should pay attention to real barriers for resisting to purchase their innovative vehicles. Moreover, customers, who are playing the main role for their success, might adjust its intention to purchase these innovative cars, and foster the Iranian society to be interested in innovation of car manufactures.

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Velikova, Denitsa, and Georgina Todorova. "Employee Rebranding : The case of Vivacom." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18519.

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Problem: Rebranding in the services is a recent trend, which brings focus to the impor-tance of the employees in this process. Their attitudes, perceptions and views need to be considered by the management when creating the internal communication strategy related to the rebranding in order to direct the employees to the desired brand image. This raises the problem as how employees perceive the management`s rebranding efforts. Purpose: This study aims to focus on how rebranding is executed and communicated in-ternally to the employees of the company. It is interesting to find out how the employees evaluate the communication strategy that the management implements and how they perceive the new image of the company. In order to get insight to the internal rebranding process the correlation between the perceived image by the employees and the components of the internal communication strategy is presented. Methodology: The empirical approach is a case study of the Bulgarian telecommunication company Vivacom. The research includes two interviews with the management of the company and a questionnaire based on the interviews and the relevant literature, which was sent to the employees of the company. Moreover, company`s documentation and website were used to complement the information. Conclusions: The results helped us identify the decisions that the management made re-garding the rebranding and the internal communication. The quantitative data indicated the relatively positive attitudes and views of the employees for the management`s rebranding efforts. They also showed good knowledge and awareness of the new brand elements.

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Bellion, Amélie. "Une approche sémantique et dialogique de l'innovation "en train de se faire", entre co-construction de sens et activisme de la signification : une application au marché des nanotechnologies." Thesis, Rennes 1, 2014. http://www.theses.fr/2014REN1G035.

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L’objet de notre thèse est de situer l’analyse de l’innovation au niveau précis de la signification. Le point d’ancrage de l’étude d’une innovation est déplacé d’un point de vue purement technique à une approche représentationnelle et dialogique de l’innovation. Il s’agit de proposer une approche interprétative de l’innovation en procédant à l’analyse des imaginaires et représentations de trois catégories d’acteurs (offre, consommateurs et résistants) participant à la construction de sens d’un marché innovant « en train de se faire » : les nanotechnologies. En envisageant l’innovation comme un signifiant aux signifiés variables selon les acteurs – i.e un praxème -, nous tentons à la fois de renverser les schémas traditionnels en marketing de l’innovation - qui proposent une lecture déterministe, mécaniste et linéaire du rapport entre offre et marché -, et d’instaurer une lecture dialogique entre les acteurs de l’offre, les consommateurs et les résistants à l’innovation. Par une approche qualitative, nous étudions les modalités discursives et rhétoriques que s’opposent les acteurs de « l’arène sémantique » que constitue l’innovation. Ces modalités s’inscrivent tantôt dans une co-construction de sens et de marché, tantôt dans une déconstruction-reconstruction de sens et de marché. Ce travail vise d’une part à valoriser l’importance du sens, des jeux rhétoriques et symboliques en contexte innovant et, d’autre part, à montrer en quoi la signification d’une innovation n’est pas prédéfinie unilatéralement par l’offre, mais procède davantage d’un affrontement sémantique entre acteurs engagés dans un rapport dialogique
The purpose of our research is to situate the analysis of the innovation at the precise level of meaning. The basis for this innovation research is a move away from a purely technical perspective to a representational and dialogical approach.To achieve this aim, we propose an interpretive approach of innovation by analysing imaginaries and representations of three categories of actors (offer, consumers and opponents) who participate in the construction of meaning in an innovative « in the making » market : nanotechnologies. By considering innovation as a term with multiple meanings according to the different actors – i.e. a praxeme -, we attempt to overthrow traditional schemes in marketing of innovation which propose a deterministic, mechanistic and linear reading of the relation between the offer and the market -, and to encourage a dialogical reading between the offer, the consumers and the innovation resistants. By a qualitative approach, we study the discursive and rhetoric modes that are opposed by the actors of the « semantic arena » that constitutes the innovation. These modes, on the one hand, fit into a co-construction of meaning and a co-construction of the market. On the other hand, they fit into a deconstruction-reconstruction of sense and of the market. This work aims, on the one hand, to highlight the importance of meaning, of the rhetoric and symbolic games in the innovative context, and, on the other hand, to show that the meaning of an innovation is not predetermined unilaterally by the offer, but results more from a semantic confrontation between actors involved in a dialogical relation

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Gemayel, Youssef. "Effets des caractéristiques des cadeaux promotionnels, offerts par les entreprises du médicament, sur les prescriptions des médecins : le rôle médiateur de la réactance situationnelle : le cas du Liban." Thesis, Université Grenoble Alpes (ComUE), 2016. http://www.theses.fr/2016GREAG007.

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Les entreprises du médicament font partie intégrante de la chaîne de soin et sont en interaction quotidienne avec les médecins. Ce travail doctoral vise à comprendre l’influence du don de cadeaux, le cadeau étant un élément fondamental du processus d’interaction entre les laboratoires pharmaceutiques et les médecins prescripteurs. Cette pratique n’étant pas sans risques, il convient d’en estimer plus précisément les conséquences en matière de prescriptions, mais également en matière de ressenti des médecins. En effet, face aux incitations des laboratoires pharmaceutiques, les médecins peuvent avoir le sentiment que ces derniers cherchent à leur forcer la main et à entraver (par le sentiment d’obligation et de réciprocité lié au don reçu) leur liberté de choix et peuvent ainsi développer une certaine résistance qualifiée de réactance psychologique. Nous avons donc observé, par une expérimentation en terrain réel avec des médecins prescripteurs au Liban, comment un don de cadeau par les entreprises du médicament pouvait impacter le niveau de prescription des médecins (versus un groupe de contrôle sans cadeau). Précisément, l’effet sur les prescriptions des médecins de deux caractéristiques des cadeaux offerts aux médecins à l’occasion du lancement d’un nouveau produit, la valeur du cadeau (faible versus forte) et le rapport du cadeau avec la profession (pas en rapport versus en rapport) a été examiné. L’attention a été centrée sur la compréhension d’un mécanisme médiateur possiblement impliqué dans ce processus, à savoir la réactance situationnelle, mais aussi sur la prise en compte du rôle modérateur des croyances des médecins envers l’influence des cadeaux. Ce travail doctoral confirme premièrement que le cadeau influe sur les prescriptions. Il indique également que la valeur du cadeau offert par les laboratoires, comme son rapport à la pratique médicale, influencent la réactance situationnelle éprouvée par les médecins. Par contre, alors que la réactance situationnelle est médiatrice de l’effet de la valeur du cadeau sur les prescriptions, elle ne joue pas ce rôle médiateur dans le cas du rapport du don avec la profession. Il ressort de ces résultats que les médecins sont moins réactants face à des cadeaux de plus faible valeur et lorsque ceux-ci sont en rapport avec leur pratique médicale. De même, s’il n’est pas constaté d’effet modérateur des croyances des médecins, il apparaît cependant que ces croyances constituent un antécédent de la réactance situationnelle
Pharmaceutical industry is an integral part of the healthcare system and is in daily interaction with prescribers. This doctoral work aims to understand the influence of gift-giving, the gift as a major element of the interaction process between pharmaceutical companies and prescribing physicians. This practice is not without risks, it is necessary to evaluate accurately the outcome of gift-giving in terms of prescription levels as well as in terms of perceived experience by doctors. Indeed, given the incentives of pharmaceutical companies, physicians may feel impellent and their freedom of choice hindered (by the sense of obligation and reciprocity associated with the received gift) and can develop a form of resistance, namely psychological reactance. So we explored, throughout a real field experiment with prescribing physicians in Lebanon, how a gift donated by pharmaceutical companies could impact the prescription levels of doctors (versus a control group with no gifts). Specifically, we examined the effect, on physicians' prescription levels, of two characteristics of gifts offered to doctors during the launch of a new product, the value of the gift (low versus high) and the relation of the gift with the medical practice (not in relation versus in relation). We focused on the understanding of a mediating mechanism possibly involved in this process, namely situational reactance, but also taking into account the moderating role of the beliefs of physicians about the influence of gifts. This doctoral work confirms at first that gifts influence prescriptions. It also shows that the value of the gift offered by industry to physicians, likewise the relation of the gift with the medical practice, influence the situational reactance aroused by doctors. Per contra, while situational reactance mediates the effect of the value of the gift on the prescription level, it does not play this mediating role in the case of the relation of the gift with the medical practice. It appears from these results that prescribers are less reactant towards gifts of lower value as well as gifts related to their medical practice. Similarly, whereas it is not found a moderating effect of physicians’ beliefs, however, it appears that these beliefs are an antecedent to situational reactance

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Martel, Eric. "Au nom de, pour et avec les clients, la résistance des salariés au contact autour de la relation de service." Thesis, Université Paris-Saclay (ComUE), 2015. http://www.theses.fr/2015SACLS087/document.

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Dans ce travail de recherche, nous analysons des phénomènes de connivence à caractère oppositionnel, désignés sous le terme de « résistance conjointe » impliquant des salariés au contact et des clients dans le cadre de la relation de service. Pour cela, nous explorons trois courants de la littérature que sont : la résistance des salariés, la résistance des consommateurs et la relation de service. Cette recherche qualitative est adossée à trois études de cas : une grande enseigne culturelle, une entreprise issue du service public et une organisation du secteur de la santé. Elle est principalement constituée d’entretiens de salariés au contact que nous qualifions de « résistants ». Les résultats de nos travaux montrent que les salariés au contact tentent d'associer les clients à leur actions résistantes selon une échelle à trois degrés : résister au nom de, résister pour et résister avec. Dans le prolongement de cette recherche, nous proposons un modèle théorique de compréhension du fonctionnement de la relation de service. Basé sur la notion de « double rapport social », ce modèle décrit et analyse l'apparition de phénomènes de résistance au sein de la relation service. Mots-clés : Résistance, résistance du personnel au contact, résistance des clients, résistance conjointe, relation de service, rapport social
On behalf of, for and with the consumers, front-line workers’ resistance around the service relationship. In this research, we analyze collusion phenomena with an oppositional character, referred to as “joint resistance”, involving front-line workers with consumers within the service relationship. For this, we explore three streams of literature that are: employees resistance, consumer resistance and the service relationship. This qualitative research is backed by three case studies : a large cultural retailer, a privatized postal service and an organization of the health sector. Our study consists mainly of interviews of front-line workers’ wich we designate as “resistants”. The results of our studies show that front-line workers try to associate the consumers to their resistant actions on a scale of three levels: resist on behalf of, resist for and resist with. In continuation of this research, we propose a theoretical model of understanding of the service relationship. Based on the concept of “double social relationship”, this model describes and analyzes the emergence of resistance phenomena in the service relationship. Keywords: resistance, front-line workers’ resistance, consumer resistance, joint resistance, service relationship, social relationship

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Elhajjar, Samer. "Compréhension de la contestation de la publicité environnementale : principes et conséquences." Thesis, Strasbourg, 2016. http://www.theses.fr/2016STRAB007/document.

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Cette recherche s‘attache à comprendre le phénomène de la contestation de la publicité environnementale. En effet, peu de recherches ont été conduites sur ce sujet. L'objectif de cette thèse est d'explorer les contours de la notion de contestation publicité environnementale tout en identifiant les raisons, les manifestations et les risques qui lui sont associés. Trois études empiriques, une qualitative et deux expérimentales, montrent que qu'il existe des motifs de contestation rattachés aux éléments de la publicité et d'autres liés à la confiance du consommateur envers les publicités vertes. En outre, les manifestations de la contestation peuvent aller de mouvements collectifs et visibles à des comportements plus individuels comme l'évitement et le rejet de la publicité environnementale. De plus, la contestation semble présenter un impact négatif sur l'image de l'entreprise et sur le comportement d'achat du consommateur. Enfin, les résultats indiquent que la provocation - un moyen utilisé par les entreprises selon la littérature pour éviter pas la contestation- a d‘effets négatifs sur les perceptions et les des consommateurs envers la publicité. À la lumière des résultats obtenus, les limites de la thèse sont exposées et les futurs axes de recherche sont proposés
This research seeks to analyze the phenomenon of environmental advertising contestation. In effect, there is a shortage of studies on these issues. The objective of this thesis is to explore the contours of the environmental advertising contestation concept while identifying the reasons, the manifestations and the risks associated with it. Three empirical studies, one qualitative and two experimental, show that that there are reasons of contestation related to creative elements of advertisement and discourse advertisements and others linked to advertising medium and confidence of consumer toward the advertising source. Moreover, the manifestations of contestation can range from collective and visible movements to more individual behaviors such as avoidance and the rejection of environmental advertising. In addition, the contestation seems to have a negative impact on consumer buying behavior and on the firm's image. Finally, the results indicate that provocation- a tool used by companies according to literature to avoid contestation- has negative effects on consumers‘ perceptions and attitudes toward the advertisement. In the light of the obtained results, the limitations of the thesis are outlined and future avenues of research are proposed

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Cambefort, Marine. "Rôle du leadership d'opinion dans la résistance du consommateur à la marque : approche multi-méthodes." Thesis, Aix-Marseille, 2016. http://www.theses.fr/2016AIXM1039/document.

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Cette thèse étudie le rôle du leadership d’opinion dans un contexte particulier : celui de la résistance du consommateur à la marque. Afin de répondre à cet objectif, trois études sont menées. Une étude ethnographique permet de définir les caractéristiques et les rôles des leaders d’opinion dans un groupe de résistance. Les leaders se distinguent par leur statut, à la fois formel et informel. Ils présentent des caractéristiques socio-démographiques, psychologiques et relatives à leurs habitudes de consommation. Ils endossent trois types de rôles : l’influence sur la résistance des militants et des autres consommateurs, la transmission et le maintien des normes du groupe, et les relations hors du groupe. La deuxième étude qualitative, fondée sur une approche clinique, permet de comprendre l’exercice du leadership d’opinion contre la marque. L’analyse de contenu de 15 entretiens semi-directifs fait émerger des facteurs qui l’impactent, positivement et négativement. Ils sont de trois natures : contextuelle, individuelle et relationnelle. L’étude quantitative, basée sur une quasi-expérimentation (n=260), montre que le leadership d’opinion dans une cause a un effet indirect sur l’intention du consommateur de résister à une marque qui la transgresse, via l’expertise perçue du leader dans la cause. L’homophilie perceptuelle (similarité en matière de goûts, dégoûts, valeurs et expériences) et la force des liens (proximité affective) exercent un effet modérateur dans le modèle
This Ph.D. dissertation studies the role of opinion leadership in a particular context that is consumer resistance to brand. To this end, three studies are conducted. First, an ethnographic research helps to better define the characteristics and roles of opinion leaders in a resistance group. Results show that these leaders have particular status, both formal and informal. They also possess sociodemographic and psychological characteristics, as well as characteristics related to their own consumption habits. Finally they can take on three different roles: influencing militants and other consumer’s resistance, transmitting and maintaining group norms, and managing external relations. The second study draws from a clinical approach and uses 15 in-depth interviews to understand leaders’ actions against the brand. Data analysis emphasizes contextual, individual, and relational factors which all have consequences – whether positive or negative – on the opinion leadership process. Finally, a quantitative study based on a quasi-experiment (n=260) shows that opinion leadership in a cause has an indirect effect on consumer intention to resist against a particular brand (boycott, complaints, negative word-of-mouth), via leader’s perceived expertise in the cause. Perceptual homophily (similarity of tastes, distastes, values and experiences) and ties strength (affective closeness) have moderator effects in the model

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Rodriguez, Virginie. "Contributions à la modélisation de l’intrusion publicitaire perçue dans le cas de la téléphonie mobile." Thesis, Paris 2, 2019. http://www.theses.fr/2019PA020019.

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Avec l’avènement d’Internet, le consommateur se retrouve désormais exposé à un grand nombre de publicités qu’il juge, la plupart du temps, intrusives et non respectueuses de sa vie privée. L’objectif de cette recherche est de déterminer de quelle(s) façon(s) atténuer l’intrusion publicitaire perçue par le consommateur. Les résultats de ce travail, issus d’une étude qualitative exploratoire conduite auprès de 32 individus (annonceurs, agences de communication, experts et consommateurs) et d’une expérimentation menée auprès de 655 répondants, confirment les hypothèses générales selon lesquelles l’utilité et la congruence perçues peuvent avoir une influence sur l’intrusion perçue qui, à son tour, agira sur l’attitude du consommateur envers la publicité mobile
With the advent of the Internet, consumers are now exposed to a large number of adverts that most of the time they consider as intrusive and disrespectful of their privacy. This research aims to determine in what way(s) the intrusion of advertising perceived by the consumer can be mitigated. The results of this work, stemming from a qualitative exploratory study based on 32 individuals (advertisers, communication agencies, experts and consumers) and an experiment based on 655 respondents, confirms the general hypotheses according to which perceived usefulness and congruence may have an influence on the perceived intrusion, which in turn, will act on the attitude of the consumer in relation to mobile advertising

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Benhallam, Mouna. "La résistance socialement responsable à la consommation : proposition de conceptualisation et implications pour les pratiques du marketing." Thesis, Paris Est, 2016. http://www.theses.fr/2016PESC0099/document.

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Cette recherche s’intéresse aux mouvements de contestation à l’égard du système marchand et de ses dispositifs, ayant pour mobile les préoccupations sociales et environnementales. Ce travail vise à rendre compte de l’existence du phénomène de la résistance socialement responsable (RSR) à la consommation et de son intérêt, compte tenu de sa singularité et des enjeux managériaux qu’il implique. A travers une approche netnographique non participante mobilisant une méthode interprétativiste d’analyse des données, la recherche repose sur l’étude de trois communautés distinctes et représentatives du phénomène étudié, débouchant sur deux résultats majeurs. D’une part, la recherche aboutit à l’élaboration d’une conceptualisation compréhensive du phénomène, explicitant les facteurs déclencheurs, les caractéristiques, ainsi que le répertoire des manifestations de la RSR. D’une autre part, le travail de recherche met en exergue les perspectives d’évolution et de réforme des pratiques, méthodes et stratégies du marketing
This research focuses on protest movements towards market system and its devices, having for main motive the social and environmental concerns. This work aims at underlining the existence of the socially responsible resistance (SRR) and therefore its interest, considering its uniqueness and the managerial challenges that it implies. Through an observational netnography approach using an interpretativist method for data analysis, the research is based on a study of three virtual different communities’representative of the investigated phenomenon and leads to two major results. On the first hand, the research end in an understanding conceptualization of the phenomenon, stressing its initiator factors, caracteristics, but also the SRR wide range of expression forms. On the other hand, this work emphasizes evolution and reform perspectives of marketing practices, methods and strategies

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Marimo, Pricilla. "Gender Impacts of Molecular-Assisted Breeding: The Case of Insect and Disease Resistant Cassava in Nigeria." Thesis, Virginia Tech, 2009. http://hdl.handle.net/10919/33537.

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Cassava is the main staple crop in Nigeria. Using primary data from four south eastern states in Nigeria, the study assessed the gender impacts of improved cassava varieties. Comparative statistical analysis reveals that total female labor is higher than total male in cassava production, processing and marketing. Women spend more labor days than males for planting, weeding, harvesting, marketing and processing. The total female family labor is higher for adopters of new improved cassava varieties. There is however lower family labor input for both male and female adopters for clearing and plowing which are normally done by men. Significant determinants of female labor supply are number of children in the household, percent of females in the household providing labor on the farm, area under improved cassava varieties and total land area. There is a positive unexpected relationship between total female labor supply and number of children. For each of the decision making variables, there is a significant association between the gender of the spouse and the decision made except for the decision on family labor allocation. Probit results show a significant decrease in the probability that the wife makes the decision for family labor allocation, what inputs to buy and borrowing and traditional cassava income control with adoption. Results indicate that both men and women spend their income on services directly linked to the householdâ s welfare. More than half of the women ranked food as number one.
Master of Science

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Chen, Tsung-Cheng, and 陳宗承. "Epidemiology, Pathogenicity and Antimicrobial Resistance of Clostridium perfringens in Prior-Marketing Broilers in Taiwan." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/94025169652402896793.

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碩士
國立臺灣大學
獸醫學研究所
101
Clostridium perfringens (Cp) causes avian necrotic enteritis in commercial poultry. The aim of this study was to detect the Cp positive rate, intestinal lesions, intestinal bacterial counts, toxintyping, and antimicrobial resistance in prior-marketing 5-week-old healthy broiler chickens in Taiwan. From June 2012 to February 2013, 435 samples of ileum contents from 98 broiler farms were analyzed. The samples were cultivated on tryptose sulfite cycloserine under anaerobic conditions. Black colonies were cultivated on blood agar plate and egg yolk agar, typical Cp colonies displayed hemolysis and zone of yellow to white precipitate forms respectively. The total number of positive samples was 43 (9.9%) and 29 (29.6%) flocks showed positive. For evaluated gross lesions and microscopic lesions, score range from 0 (healthy and no lesions) to 4 (severe, diffuse, hemorrhagic necrotic enteritis). Total intestinal samples mean score were 2.08, and Cp positive samples mean score were 2.58. Intestinal Cp counts were detected by SYBR green for Quantitative PCR, Cp detection range from 102 ~ 107 CFU in Cp positive intestinal samples. Result showed intestinal Cp counts range from 6.85 x 102 ~ 1.61 x 107 CFU/g, and average bacterial counts were 3.9 x 106 CFU/g in this study. Statistical analysis showed positive correlation (p<0.01, R2=0.58) between Cp counts in ileum contents determined by Quantitative PCR and intestinal microscopic lesions score. Statistical analysis showed no significant difference between northern, central and southern Taiwan to Cp positive rate, flock positive rate, bacterial counts and microscopic lesions score. All isolates containing alpha toxin were classified as type A possessing and no enterotoxin, NetB toxin and TpeL toxin were detected. Minimum inhibitory concentration (MIC) of amoxicillin, bacitracin, chlortetracycline, enrofloxacin, erythromycin, florfenical and lincomycin had variable MIC50 of ≤0.125, 0.5, 128, 0.25, ≥256, 2, ≥256 μg/mL, respectively. Cp isolates showed the great activity against amoxicillin, bacitracin and enrofloxacin in this study. In conclusion, the Cp positive rate in Taiwan was lower than other countries. Flock positive rate was 29.6 % suggested that Cp was existed widely in Taiwan. Positive correlation between Cp bacterial counts and microscopic lesions displayed that decreasing Cp counts in chicken and poultry environment may improve chicken intestinal health.

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"Adoption and Resistance of Service Innovations by Travelers in the Sharing Economy." Doctoral diss., 2019. http://hdl.handle.net/2286/R.I.53760.

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abstract: This dissertation examines travelers’ innovation adoption and repurchase behaviors in the sharing economy. The central question is to what extent the tourism industry embraces service innovations in the sharing economy. Predicated upon behavioral reasoning theory, this research makes a contribution to the tourism study and diffusion of innovation literature, by exploring the influence of travelers’ reasonings in the innovation decision process. The dissertation follows a two-study format. The analysis contextualizes reasons for and against adoption, by incorporating appropriate constructs relevant to service innovations in social dining services (Study 1) and ride-sharing services (Study 2). An exploratory mixed methods approach is taken in both studies. The survey data and the semi-structured interviews are used to identify the context-specific reasons for and against adoption. And, a series of statistical analyses are employed to examine how reasonings influence intentions to adopt social dining services (Study 1) and intentions to repurchase ride-sharing services for the next trip (Study 2). The main results suggest that both reasons for and reasons against adoption have countervailing influences in the psychological processing, supporting the validity of the research models. The findings also reveal that different psychological paths in travelers’ adoption and repurchase intentions. In Study 1, the trustworthiness of service providers attenuates the reasons against adoption and enhances the likelihood of adopting social dining services in the pre-adoption stage. In Study 2, attitude strength functions as an additional construct, which mediates travelers’ attitudes and ultimately intentions to repurchase ride-sharing services for the next trip in the post-adoption stage. By developing and testing a framework comprising a set of consumers’ beliefs, reasonings for adoption and resistance, attitudes towards adoption, and behavioral responses to the sharing economy, the insights gleaned from this research allow practical recommendations to be made for service providers, platform providers, and policy makers in the tourism industry.
Dissertation/Thesis
Doctoral Dissertation Community Resources and Development 2019

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Johnson, Nastasje. "An evaluation of the factors affecting consumer resistance to innovation diffusion of e-cigarettes among South African university students." Thesis, 2016. http://hdl.handle.net/10539/21988.

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Submitted in full fulfilment of the requirements for the degree of MASTER OF COMMERCE (Marketing) at the UNIVERSITY OF THE WITWATERSRAND 2015
With an increase in the concern over the harmful effects of smoking traditional tobacco cigarettes, there has been an increase in the use of a smoking alternative considered to be a healthier option, namely the e-cigarette. Thus, it is of interest to understand certain factors surrounding the novelty, and this research has been conducted in terms of evaluating the predictors of the diffusion of innovations on consumer resistance towards the e-cigarette among South African university students, with the primary purpose being to research a gap in the South African e-cigarette market, and to utilise the results to better understand the overall market. The gap in prior research has been identified as what appears to be a lack of information regarding the South African e-cigarette market, and in particular, the predictors of consumer resistance, including relative advantage, compatibility, complexity, trialability, observability, and perceived risk. The study undertook a quantitative methodology in which 400 students from the University of the Witwatersrand were asked to complete a self-administered questionnaire. Data analysis was conducted using SPSS 22 and AMOS for structural equation modelling. The results indicate that three of the six hypotheses are supported. Thus, indicating that marketers should focus on applying relative advantage, complexity, and perceived risk to marketing strategies. This study contributes to existing literature and contextual knowledge regarding consumer resistance and the diffusion of innovation. The results further provide marketing practitioners with a better understanding on how to limit consumer resistance and how to improve product diffusion of the e-cigarette, subsequently improving the rate of adoption. However, future research is necessary for corroboration.
MT2017

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Zeier, Peter. "The validity of market entry strategies for crop protection products with specific reference to table grape/wine farms." Thesis, 2007. http://encore.tut.ac.za/iii/cpro/DigitalItemViewPage.external?sp=1000500.

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M.Tech. Business Administration. Business School.
The Cape Grape/Wine Industry has developed into an international industry renowned for producing some of the world's best grapes and wines. This industry is under constant threat from pests and diseases which have to be managed to remain competitive. Within this ever changing agricultural environment, the producers of crop protection products uses specific strategies to enter and capture the market with innovative new products. Agents/representatives as well as Grape growers were surveyed by means of a questionnaire to establish the needs, expectations, risks, knowledge and various other criteria that are required for an Agro-Chemical company like Bayer CropScience to be the supplier of choice of crop protection products to the industry by providing the best solutions to agents and growers alike.

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Moreira, Felisberto de Barros Silva. "Gestão de mudança: estudo de caso: Unitel T+ (Cabo Verde)." Master's thesis, 2017. http://hdl.handle.net/10071/15753.

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Esta dissertação tem por objetivo compreender o processo de mudança que ocorreu numa empresa de telecomunicações, as práticas que os gestores de topo e intermédios adotaram na perspetiva de garantir a competitividade da empresa num setor altamente dinâmico, de rápidas alterações do ponto de vista económico, social, tecnológico e cultural. Para atingir esses objetivos, recorreu-se, como procedimento metodológico, à pesquisa qualitativa e aplicou-se entrevistas junto a seis líderes envolvidos diretamente no processo de mudança. Os resultados revelam a existência de práticas de gestão da mudança altamente eficazes, enquadradas num programa integrado de gestão da mudança desenvolvido pela própria empresa; assunção clara, por parte dos colaboradores, da nova visão da empresa, uma visão adequada aos desafios do contexto em que insere a empresa; forte aposta na capacitação técnica e desenvolvimento dos colaboradores; preocupação permanente dos gestores em melhorar os processos e os sistemas de trabalho; forte influência dos líderes no processo de mudança; adoção de práticas inovadoras no desenvolvimento e lançamento de novos produtos e serviços, suportado por estratégias de marketing eficazes. Procurou-se entender se os gestores aplicam integralmente os passos previstos nos modelos propostos por Kotter (1979) e Hayes (2002) e se houve alguma resistência à mudança e quais as medidas adotadas para ultrapassar as resistências. O estudo revela que a empresa adota o seu próprio modelo de gestão de mudança, inspirando-se, entretanto, nos vários modelos existentes mas com resultados altamente positivos. Revela ainda persistir na empresa alguma resistência à mudança.
This dissertation aims to understand the process of change that occurred in a telecommunications company, the practices that the top and middle managers adopted in the perspective of guaranteeing the company's competitiveness in a highly dynamic sector of rapid changes from the economic and social point of view, technological and cultural. To achieve these objectives, a qualitative research was used as a methodological procedure and interviews were conducted with six leaders directly involved in the change process. The results reveal the existence of highly effective change management practices, part of an integrated change management program developed by the company. The study also reveals the clear assumption by the employees of the new vision of the company, adequate to the current organizational context; a strong commitment to technical training and employee development; the ongoing concern of managers to improve processes and work systems; strong influence of leaders in the process of change; the adoption of innovative practices in the development and launch of new products and services supported by effective marketing strategies. It was tried to understand if the managers apply fully the steps predicted in the models proposed by Kotter (1998) and Hayes (2002) and if there was some resistance to change and what measures were adopted to overcome the resistances. The study reveals that the company adopts its own model of change management, while drawing on the various existing models but with highly positive results. Still reveals in the company some resistance to change.

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Nesselhauf, Lucas. "Wine and innovation - Consumer acceptance of new grape varieties and wine packaging." Doctoral thesis, 2018. http://hdl.handle.net/11858/00-1735-0000-002E-E51E-C.

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Stasko, Carly. "A Pedagogy of Holistic Media Literacy: Reflections on Culture Jamming as Transformative Learning and Healing." Thesis, 2009. http://hdl.handle.net/1807/18109.

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This qualitative study uses narrative inquiry (Connelly & Clandinin, 1988, 1990, 2001) and self-study to investigate ways to further understand and facilitate the integration of holistic philosophies of education with media literacy pedagogies. As founder and director of the Youth Media Literacy Project and a self-titled Imagitator (one who agitates imagination), I have spent over 10 years teaching media literacy in various high schools, universities, and community centres across North America. This study will focus on my own personal practical knowledge (Connelly & Clandinin, 1982) as a culture jammer, educator and cancer survivor to illustrate my original vision of a ‘holistic media literacy pedagogy’. This research reflects on the emergence and impact of holistic media literacy in my personal and professional life and also draws from relevant interdisciplinary literature to challenge and synthesize current insights and theories of media literacy, holistic education and culture jamming.

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Dissertations / Theses on the topic 'Resistance to marketing'

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