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Littérature scientifique sur le sujet « Resistance to marketing »

Auteur : Grafiati

Publié le 10 mars 2023

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Articles de revues sur le sujet "Resistance to marketing"

Chambliss, Elizabeth. « Marketing Legal Assistance ». Daedalus 148, n^o 1 (janvier 2019) : 98–105. http://dx.doi.org/10.1162/daed_a_00541.

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Much of the American conversation about access to justice focuses on regulatory barriers to new forms of service delivery and treats regulatory resistance as the primary problem to be solved. Meanwhile, obstacles to consumer awareness and engagement have received less attention. This essay reverses the order of analysis and considers strategies for expanding access first from a marketing perspective. What models of legal assistance have been most successful in building consumer awareness and trust? To what extent can successful marketing help to sidestep or overcome regulatory resistance? And what are the implications for reformers interested in expanding access to justice?

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Tinson, Julie, Angeline Close, Linda Tuncay Zayer et Peter Nuttall. « Attitudinal and behavioral resistance : A marketing perspective ». Journal of Consumer Behaviour 12, n^o 6 (11 octobre 2013) : 436–48. http://dx.doi.org/10.1002/cb.1445.

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Appel, Markus. « Affective resistance to narrative persuasion ». Journal of Business Research 149 (octobre 2022) : 850–59. http://dx.doi.org/10.1016/j.jbusres.2022.05.001.

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O’Shaughnessy, John. « Book Review : Resistance and Persuasion ». Journal of Macromarketing 25, n^o 1 (juin 2005) : 99–103. http://dx.doi.org/10.1177/0276146705275296.

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Ferguson, Shelagh, Jan Brace-Govan, Janet Hoek et Matthew Mulconroy. « Managing Smokefree Momentum : Young RYO Smokers’ Responses to Tobacco Endgame Strategies ». Journal of Macromarketing 40, n^o 2 (30 avril 2020) : 250–65. http://dx.doi.org/10.1177/0276146720920674.

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As more countries set smoking endgame goals and introduce measures to denormalize smoking, smokers’ experience of stigma may intensify and require new management strategies. Probing the tension between environmental changes that support population-level behaviour change and individuals’ sense making, which occurs at a micro, everyday level, provides unique insights into reactance, agency and stigma. Using a Foucauldian informed approach, we analyze how young RYO (roll-your-own tobacco) smokers internalize neoliberal marketplace economic norms and create positions of resistance. Experience-based videographies and in-depth interviews with 15 New Zealand young adults aged 20-30 illustrate how participants resist stigma and the social disapproval they experience. This analysis identifies how smoking denormalization affects practices and pleasures, and generates four discernible positions of resistance: Socialized, Comfort, Status and Pleasure Orientated Resistances. These highlight intersections between policy initiatives and consumer resistance, offering new insights relevant to public policy.

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Dwivedi, Yogesh K., Janarthanan Balakrishnan, Ronnie Das et Vincent Dutot. « Resistance to innovation : A dynamic capability model based enquiry into retailers’ resistance to blockchain adaptation ». Journal of Business Research 157 (mars 2023) : 113632. http://dx.doi.org/10.1016/j.jbusres.2022.113632.

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Christine, Marks, et Melani Prinsloo. « Authenticity in marketing : a response to consumer resistance ? » Journal of Marketing and Consumer Behaviour in Emerging Markets 2015, n^o 2 (2015) : 15–32. http://dx.doi.org/10.7172/2449-6634.jmcbem.2015.2.2.

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Lessne, Greg J., et Nicholas M. Didow. « Inoculation theory and resistance to persuasion in marketing ». Psychology and Marketing 4, n^o 2 (1987) : 157–65. http://dx.doi.org/10.1002/mar.4220040208.

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M. Woisetschläger, David, Vanessa J. Haselhoff et Christof Backhaus. « Fans’ resistance to naming right sponsorships ». European Journal of Marketing 48, n^o 7/8 (8 juillet 2014) : 1487–510. http://dx.doi.org/10.1108/ejm-03-2012-0140.

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Purpose – The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, the authors find empirical support which provides evidence for fan boycott or resistance. Design/methodology/approach – The authors empirically test a model using a sample of 798 soccer fans and thereby quantify structural relations between determinants and fan resistance. They use a logistic regression to assess potential determinants of fan resistance. Findings – Results indicate that sponsee- and sports-related variables, such as fan/regional identification and attitude toward commercialization, contribute to higher fan resistance. Furthermore, fans see themselves as in-group members who discriminate out-group members. As the sponsoring company takes over control and imposes a “threat” (the change of a stadium’s name) on the group’s ritual place, this results in strong negative emotional reactions. These emotions tend to be repeated and affirmed in intra-group communications which intensify negative reactions unless the sponsor offers a positive contribution from the fans’ standpoints. Our findings confirm that sponsorship fit and perceived benefits of the sponsorship reduce fan resistance while the sponsor’s regional identification is unrelated to fan resistance. Research limitations/implications – Little attention has been paid on negative reactions to sponsorships in the existing research. Therefore, future research could assess negative effects resulting from other sponsorship contexts, such as the sale of a club's naming right, promotion campaigns during the venue and to sponsorship deals in general. Moreover, research should be devoted to finding strategies that lead to a reduction of fan resistance to sponsorship actions. Practical implications – Results show that sponsorship fit reduces fan resistance. Existing literature suggests that sponsorship fit can be improved by emphasis or creation of fit between sponsor and sponsee. Additionally, sponsors should try to build a bridge between sponsor and fans to gain acceptance of the in-group by raising awareness on the benefits that the sponsee receives from their partnership. Moreover, sponsors should actively strive to understand negative reactions of the fans and adapt their communication strategy to avoid resistance, e.g. due to fans’ feelings of overt commercialism. Originality/value – Although naming right sponsorships are generally considered a powerful instrument for companies to gain high profile and market share, they seem not to be entirely free of risk. This article contributes to the literature by conceptualizing the phenomenon of fan resistance and assessing the determinants that contribute to fan resistance when naming rights are sold. Our findings extend the understanding of negative sponsorship effects in addition to the mechanisms and theoretical frameworks that are documented in the literature (Cornwell et al., 2005).

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Collange, Véronique, et Adrien Bonache. « Overcoming resistance to product rebranding ». Journal of Product & ; Brand Management 24, n^o 6 (21 septembre 2015) : 621–32. http://dx.doi.org/10.1108/jpbm-10-2014-0730.

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Purpose – The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this marketing practice to guide marketing managers in the execution of an effective changeover. Design/methodology/approach – The research is conducted in three stages. First, a qualitative study is run among 45 consumers to identify variables that might influence attitudes toward product rebranding. Second, a review of literature on the emotion of surprise is carried out to specify the relationships between the variables previously identified and to formulate hypotheses. Third, a quantitative study is conducted among 480 consumers to test the hypotheses and to quantify the impact of each variable. Findings – Surprise impacts attitudes toward product rebranding through a three-way process (automatic, higher-order cognitive, higher-order affective): a direct negative effect, an indirect effect mediated by incomprehension about the reasons for the change and an indirect effect mediated by the negative emotions generated by the change. Moreover, trust in firms diminishes the negative effects of anger, fear and sadness on attitudes toward product rebranding. Research limitations/implications – The research offers a better understanding of processes involved in the building of consumer attitudes toward brand name change. However, it only constitutes a first step in the attempt to understand the phenomena. Practical implications – This practice of brand name change is increasingly popular, but marketing managers are skeptical about the best way to implement it. The paper provides a better understanding of consumer reactions to product rebranding, so that marketing managers can make better decisions. It reveals guidance for successful brand name changes. Originality/value – This paper is the first to propose and to test a comprehensive model of the mental processes involved in the building of consumer attitudes toward product rebranding.

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Thèses sur le sujet "Resistance to marketing"

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, et 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 et 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 et 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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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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Livres sur le sujet "Resistance to marketing"

Lazarus, George. Marketing immunity : Breaking through customer resistance. Homewood, Ill : Dow Jones-Irwin, 1988.

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The marketing of rebellion : Insurgents, media, and international activism. New York, NY : Cambridge Ubiversity Press, 2005.

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Schertz, Willett Lois, et New York State College of Agriculture and Life Sciences. Dept. of Agricultural Economics., dir. Issues in the development and marketing of reduced chemical agricultural products : A look at disease-resistant apple cultivars. Ithaca, N.Y : Dept. of Agricultural Economics, New York State College of Agriculture and Life Sciences, Cornell University, 1991.

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Boomer marketing : Selling to a recession resistant market. Milton Park, Abingdon, Oxon : New York : Routledge, 2009.

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Fire Retardant Chemicals Association (U.S.). Fall Conference. Technical and marketing issues impacting the fire safety of electrical, electronic and composite applications : Papers presented at [the 1991 Fall Conference], Hotel del Coronado, Coronado, California, October 20-23, 1991. Lancaster, Pa : Fire Retardant Chemicals Association, 1991.

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Fire Retardant Chemicals Association (U.S.). Spring Conference. Technical and marketing issues impacting the fire safety of building and construction and home furnishings applications : Papers presented at [the 1992 Spring Conference], Stouffer Orlando Resort, Orlando, Florida, March 29-April 1, 1992. Lancaster, Pa : Fire Retardant Chemicals Association, 1992.

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Hintze, Stephanie. Value Chain Marketing : A Marketing Strategy to Overcome Immediate Customer Innovation Resistance. Springer, 2016.

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Hintze, Stephanie. Value Chain Marketing : A Marketing Strategy to Overcome Immediate Customer Innovation Resistance. Springer, 2015.

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Hintze, Stephanie. Value Chain Marketing : A Marketing Strategy to Overcome Immediate Customer Innovation Resistance. Springer, 2014.

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Branding Latin America : Strategies, Aims, Resistance. Rowman & Littlefield Publishers, Incorporated, 2018.

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Chapitres de livres sur le sujet "Resistance to marketing"

Martin, Elizabeth. « French Resistance to English ». Dans Marketing Identities through Language, 212–41. London : Palgrave Macmillan UK, 2006. http://dx.doi.org/10.1057/9780230511903_7.

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Bashaw, R. Edward, et Kenneth A. Hunt. « Sales Resistance : A Classification Framework ». Dans Developments in Marketing Science : Proceedings of the Academy of Marketing Science, 236. Cham : Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13141-2_88.

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Amarantou, Vasiliki, Stella Kazakopoulou, Prodromos Chatzoglou et Dimitrios Chatzoudes. « Attitude Toward Change : Factors Affecting Hospital Managerial Employees’ Resistance to Change ». Dans Strategic Innovative Marketing, 251–57. Cham : Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-56288-9_34.

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Mourad, Siham, et Pierre Valette-Florence. « The Core Role of Counterfeiting Resistance for Improving the Genuine Luxury Brand Purchase Intention ». Dans Creating Marketing Magic and Innovative Future Marketing Trends, 749–61. Cham : Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_144.

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vom Hofe, Moritz, Christian Samulewicz, Sabrina Heix et Stefan Ruffer. « Retailers’ Resistance Towards Radical Innovations in the Baby Nutrition Market—An Empirical Study : An Abstract ». Dans Creating Marketing Magic and Innovative Future Marketing Trends, 911–12. Cham : Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_168.

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El Amri, Dhouha. « Consumer Resistance to Responsible Energy Behaviour : An Abstract ». Dans Enlightened Marketing in Challenging Times, 471–72. Cham : Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-42545-6_155.

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Rodríguez-Sánchez, José-Luis, Nohora Mercado-Caruso et Amelec Viloria. « Managing Human Resources Resistance to Organizational Change in the Context of Innovation ». Dans Marketing and Smart Technologies, 330–40. Singapore : Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-15-1564-4_31.

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Cooke, Melville. « Dancehall Music’s Resistance : Upstaging Diageo’s Prescriptive Marketing Rules in Jamaica ». Dans Re-imagining Communication in Africa and the Caribbean, 347–62. Cham : Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-54169-9_19.

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Mourre, Marie-Laure, et Patricia Gurviez. « A Proposed Integrated Model of Resistance to Antismoking Messages (Abstract) ». Dans Marketing at the Confluence between Entertainment and Analytics, 1015–16. Cham : Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_201.

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Dalmoro, Marlon, Lisa Peñaloza et Walter Meucci Nique. « Market Resistance in Developing Nations : The Sustenance of Gaucho Consumer Culture in Brazil ». Dans Marketing Challenges in a Turbulent Business Environment, 267–68. Cham : Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-19428-8_67.

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Actes de conférences sur le sujet "Resistance to marketing"

Pamuji, Eko, Rachmah Ida, Mustain Mashud, Meithiana Indrasari et Bambang Purnomo. « MARKETING COMMUNICATION STRATEGY AS A STRENGTHENING RESISTANCE OF LOCAL MEDIA ». Dans Proceedings of the 3rd English Language and Literature International Conference, ELLiC, 27th April 2019, Semarang, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.27-4-2019.2285376.

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Heidenreich, Sven, Tobias Krämer et Matthias Handrich. « SATISFIED AND UNWILLING – EXPLORING COGNITIVE AND SITUATIONAL RESISTANCE TO INNOVATIONS ». Dans Bridging Asia and the World : Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.03.02.03.

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Chen, Long-Jeng, et Ming-San Lee. « A Stack Design for Portable Direct Methanol Fuel Cell Based on the Newly Developed Heterogeneous Composite Bipolar Plate ». Dans ASME 2004 2nd International Conference on Fuel Cell Science, Engineering and Technology. ASMEDC, 2004. http://dx.doi.org/10.1115/fuelcell2004-2458.

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There are several problems associated with the marketing of portable direct methanol fuel cell (DMFC). The most critical one is how to supply fuel to all cells without supplementary devices. It requires a serial connection of 12, 24 and 48 cells to acquire enough voltage to operate a cellular phone, a digital video camera and a personal computer, respectively. How can methanol be supplied to all these cells if the conventional stacking method is adopted? Supplementary devices such as pumps, fans, and complex piping system must be used and, as a result, the word “portable” no longer applies. New stacking approach must be developed before portable DMFC can be put onto the market. The idea behind the promising “banded” type stack is simple. Problems only come when one tries to implement it. What is the actual device that can collect and transport those electrons between electrodes with minimum electrical resistance and, yet, be able to survive in the acidic environment inside the cell and, more importantly, not to harm the membrane electrode assembly (MEA)? Currently, there is none with reasonable cost. The new heterogeneous composite bipolar plate developed in our laboratory is composed of rows of carbon fiber bunches and plastic main plate body. The carbon fiber bunches are perpendicular to and penetrate through the main plate body. Besides being light, better performance, and low cost, the new plate has a unique property. Since the main plate is an insulator, the rows of fiber bunches may be arranged to be electrically independent with each other. When MEA is made into banded structure and with each band corresponding to one row of fiber bunch on the plate, all bands will function as different cells and higher voltage may be acquired in a smaller volume. Thus, just two bipolar plates (“unipolar” should be called in this case) with one “banded” MEA in between can form a very simple multi-cell stack. The serial connection may be done outside the cell and, therefore, low cost metal such as copper, which has great electrical conductibility but is harmful to MEA, may be used to transport the electrons which are conveyed outside the cell through carbon fiber bunches in the first place. The fact that it has only one anode chamber and one cathode chamber eliminates the difficult problem of distributing fuel sufficiently to all cells without supplementary devices. As a matter of fact, the anode chamber may be used as a methanol storage tank to further reduce the volume. The structure of the new stack design presented in this paper is simple, durable and low cost. It holds the key to the success in marketing the portable DMFC.

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Lall, Pradeep, Prakriti Choudhary, Sameed Gupta et Jeff Suhling. « Condition-Based Assessment of Damage Progression During Mechanical Shock in Electronic Assemblies ». Dans ASME 2006 International Mechanical Engineering Congress and Exposition. ASMEDC, 2006. http://dx.doi.org/10.1115/imece2006-15450.

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Electronic products may be subjected shock and vibration during shipping, normal usage and accidental drop. High-strain rate transient bending produced by such loads may result in failure of fine-pitch electronics. Current experimental techniques rely on electrical resistance for determination of failure. Significant advantage can be gained by prior knowledge of impending failure for applications where the consequences of system-failure may be catastrophic. This research effort focuses on an alternate approach to damage-quantification in electronic assemblies subjected to shock and vibration, without testing for electrical continuity. The proposed approach can be extended to monitor product-level damage. In this paper, statistical pattern recognition and leading indicators of shock-damage have been used to study the damage initiation and progression in shock and drop of electronic assemblies. Statistical pattern recognition is currently being employed in a variety of engineering and scientific disciplines such as biology, psychology, medicine, marketing, artificial intelligence, computer vision and remote sensing [Jain, et. al. 2000]. The application quantification of shock damage in electronic assemblies is new. Previously, free vibration of rectangular plates has been studied by various researchers [Leissa 1969, Young 1950, Gorman 1982, Gurgoze 1984, Wu 2003] for development of analytical closed-form models. In this paper, closed-form models have been developed for the eigen-frequencies and mode-shapes of electronic assemblies with various boundary conditions and component placement configurations. Model predictions have been validated with experimental data from modal analysis. Pristine configurations have been perturbed to quantify the degradation in confidence values with progression of damage. Sensitivity of leading indicators of shock-damage to subtle changes in boundary conditions, effective flexural rigidity, and transient strain response have been quantified. A damage index for Experimental Damage Monitoring has been developed using the failure indicators. The above damage monitoring approach is not based on electrical continuity and hence can be applied to any electronic assembly structure irrespective of the interconnections. The damage index developed provides parametric damage progression data, thus removing the limitation of current failure testing, where the damage progression can not be monitored. Hence the proposed method does not require the assumption that the failure occurs abruptly after some number of drops and can be extended to product level drops.

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Geambazu, Serin. « Dynamics of public urban waterfront regeneration in Istanbul. The case of Halic Shipyard Conservation ». Dans 55th ISOCARP World Planning Congress, Beyond Metropolis, Jakarta-Bogor, Indonesia. ISOCARP, 2019. http://dx.doi.org/10.47472/rqqr4119.

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In the process of globalization, building on the particular spatial scenery of the waterfront, cities tend to refresh their strategies of development to adapt new trends of urban life with huge urban waterfront regeneration projects. These usually focus on a target of maximum marketing and construction of a new image-vision, which aims to represent the city in the global agenda. This aspect is depending on bigger changes in the urban context, the shift in government structures to entrepreneurial forms that involve externalization of state functions (Swyngedouw 2005; p. 1998). The rationale behind the phenomenon of waterfront regeneration and the global embracement of it is now “widely recognized if incompletely understood" (Hoyle 2001 pp. 297), as the relevant literature is based on case studies with focus on the examples of North American and European cities. The goal is to contribute to the more general, theoretical contention of urban waterfront regeneration in developing countries in understanding their dimensions in terms of governance and planning. The research tackles urban waterfront regeneration in Istanbul, Turkey by studying the most recent initiative of urban waterfront regeneration along Halic /The Golden Horn, the Halic Shipyard Conservation Project. The theoretical framework that underpins this study is derived from the discourse on new forms of urban governance including private, public and civic actors (Paquet 2001) that influence planning processes and project outcomes. To evaluate the planning process from a comprehensive governance perspective, indicators include: the legal framework, decision-making process, actors and their relations (Nuissl and Heinrichs 2010) and as normative the perspective of an inclusive planning approach (Healey 1997, 2006) helps to evaluate the planning process of the project. As urban waterfront regeneration literature is mostly based upon case study approaches, a critical overview of international examples is conducted. Both primary and secondary data is collected through: literature review, review of laws, review of official documents and land-use plans, an internship, 31 interviews, 91 questionnaires, participatory observation, a workshops, observation and photographs. The aim is to assess to which extend the top-down governance forms, but also bottom-up grass root empowerment influence the planning process and project outcomes, giving recommendations for an inclusive planning approach. The second aim is to evaluate the urban waterfront regeneration project studying its impact on the neighboring community. Bedrettin Neighborhood is chosen for analysis and its position in the planning process along with its needs are exposed. The thesis argues the modes in which along with clear targets for the improvement of the quality of life for the neighboring community, the urban waterfront regeneration project, Halic Shipyard Conservation Project, will be able to escape the current deadlocks and collisions between government, investors, resistance and local community and might have a chance to actually set an urgently needed precedent of a new planning culture in Istanbul.

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Rapports d'organisations sur le sujet "Resistance to marketing"

Norelli, John L., Moshe Flaishman, Herb Aldwinckle et David Gidoni. Regulated expression of site-specific DNA recombination for precision genetic engineering of apple. United States Department of Agriculture, mars 2005. http://dx.doi.org/10.32747/2005.7587214.bard.

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Objectives: The original objectives of this project were to: 1) evaluate inducible promoters for the expression of recombinase in apple (USDA-ARS); 2) develop alternative selectable markers for use in apple to facilitate the positive selection of gene excision by recombinase (Cornell University); 3) compare the activity of three different recombinase systems (Cre/lox, FLP/FRT, and R/RS)in apple using a rapid transient assay (ARO); and 4) evaluate the use of recombinase systems in apple using the best promoters, selectable markers and recombinase systems identified in 1, 2 and 3 above (Collaboratively). Objective 2 was revised from the development alternative selectable markers, to the development of a marker-free selection system for apple. This change in approach was taken due to the inefficiency of the alternative markers initially evaluated in apple, phosphomannose-isomerase and 2-deoxyglucose-6-phosphate phosphatase, and the regulatory advantages of a marker-free system. Objective 3 was revised to focus primarily on the FLP/FRT recombinase system, due to the initial success obtained with this recombinase system. Based upon cooperation between researchers (see Achievements below), research to evaluate the use of the FLP recombinase system under light-inducible expression in apple was then conducted at the ARO (Objective 4). Background: Genomic research and genetic engineering have tremendous potential to enhance crop performance, improve food quality and increase farm profits. However, implementing the knowledge of genomics through genetically engineered fruit crops has many hurdles to be overcome before it can become a reality in the orchard. Among the most important hurdles are consumer concerns regarding the safety of transgenics and the impact this may have on marketing. The goal of this project was to develop plant transformation technologies to mitigate these concerns. Major achievements: Our results indicate activity of the FLP\FRTsite-specific recombination system for the first time in apple, and additionally, we show light- inducible activation of the recombinase in trees. Initial selection of apple transformation events is conducted under dark conditions, and tissue cultures are then moved to light conditions to promote marker excision and plant development. As trees are perennial and - cross-fertilization is not practical, the light-induced FLP-mediated recombination approach shown here provides an alternative to previously reported chemically induced recombinase approaches. In addition, a method was developed to transform apple without the use of herbicide or antibiotic resistance marker genes (marker free). Both light and chemically inducible promoters were developed to allow controlled gene expression in fruit crops. Implications: The research supported by this grant has demonstrated the feasibility of "marker excision" and "marker free" transformation technologies in apple. The use of these safer technologies for the genetic enhancement of apple varieties and rootstocks for various traits will serve to mitigate many of the consumer and environmental concerns facing the commercialization of these improved varieties.

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Naim, Michael, Gary R. Takeoka, Haim D. Rabinowitch et Ron G. Buttery. Identification of Impact Aroma Compounds in Tomato : Implications to New Hybrids with Improved Acceptance through Sensory, Chemical, Breeding and Agrotechnical Techniques. United States Department of Agriculture, octobre 2002. http://dx.doi.org/10.32747/2002.7585204.bard.

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The tomato, a profitable vegetable crop in both the USA and Israel, has benefited significantly from intensive breeding efforts in both countries, and elsewhere (esp. Holland). : Modem hybrids are highly prolific and resistant to a variety of major pests. They produce attractive, firm fruit for both processing and fresh-marketing. In all cases, however, reduction in flavor and aroma have occurred concomitantly with the increase in yield. Sugars-acids ratio dominate fruit taste, whereas aroma volatiles (potent at minute ppb and ppt levels) contribute to the total characteristic tomato flavor. An increase in sugars (1-2%) contributes significantly to tomato fruit taste. However, because of energy reasons, an increase in fruit sugars is immediately compensated for by a decrease in yield. Our main objectives were to: (a) pinpoint and identify the major impact aroma components of fresh tomato; (b) study the genetic and environmental effects on fruit aroma; (c) determine precursors of appealing (flavors) and repelling (off-flavors) aroma compounds in tomato. Addition of saturated salts blocked all enzymatic activities prior to isolation of volatiles by dynamic and static headspace, using solvent assisted flavor evaporation (SAFE) and solid phase micro-extraction (SPME) from highly favored (FA-612 and FA-624) and less preferred (R 144 and R 175) tomato genotypes. Impact aroma components were determined by gas chromatography-olfactometry (GC-O), gas chromatography-mass spectrometry (GC- MS) and aroma extract dilution analysis (AEDA). The potent odorant (Z)-1,5-octadien-3-one, was identified for the first time in fresh tomato. From the ca. 400 volatile compounds in the headspace of fresh tomato, the following compounds are proposed to be impact aroma compounds: (Z)-3-hexenal, hexanal, 1-penten-3-one, 2-phenylethanol, (E)-2-hexenal, phenyl acetaldehyde, b-ionone, b-damascenone, 4-hydroxy-2,5-dimethyl-3-(2H)-furanone (FuraneolR), (Z)-l,5-octadien-3-one, methional, 1-octen-3-one, guaiacol, (E,E)- and (E,Z)- 2,4-decadienal and trans- and cis-4,5-EPOXY -(E)-2-decenal. This confirms the initial hypothesis that only a small number of volatiles actually contribute to the sensation of fruit aroma. Tomato matrix significantly affected the volatility of certain impact aroma components and thus led to the conclusion that direct analysis of molecules in the headspace . may best represent access of tomato volatiles to the olfactory receptors. Significant differences in certain odorants were found between preferred and less-preferred cultivars. Higher consumer preference was correlated with higher concentrations of the following odorants: l-penten-3-one, (Z)-3-hexenal, (E,E)- and (E,Z)-2,4-decadienal and especially Furaneol, whereas lower consumer preference was associated with higher concentrations of methional, 3-methylbutyric acid, phenylacetaldehyde, 2-phenylethanol, and 2-isobutylthiazole. Among environmental factors (salinity, N source, growth temperature), temperature had significant effects on the content of selected aroma compounds (e.g., 3-methylbutanal, 1- penten-3-one, hexanal, (Z)-3-hexenal, (E)-2-hexenal, 2-isobutylthiazole, 6-methyl-5-hepten- 2-one, 1-octen-3-one, methional, 2-phenylethanal, phenyl acetaldehyde, and eugenol) in fresh tomatoes. Salt stress (20 mM NaCl) increased the content of odorants such as (Z)-3-hexenal, 2-phenylethanol and 3-methylbutanal in the R-144 cultivar whereas salinity had minor effects on 1-pentene-3-one, 2-isobutylthiazole and b-ionone. This fundamental knowledge obtained by comprehensive investigation, using modem chemical, sensory and agrotechnical methodology will assist future attempts to genetically modify the concentrations of key odorants in fresh tomatoes, and thus keep the tomato production of Israel and the USA competitive on the world market.

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Shomer, Ilan, Ruth E. Stark, Victor Gaba et James D. Batteas. Understanding the hardening syndrome of potato (Solanum tuberosum L.) tuber tissue to eliminate textural defects in fresh and fresh-peeled/cut products. United States Department of Agriculture, novembre 2002. http://dx.doi.org/10.32747/2002.7587238.bard.

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The project sought to understand factors and mechanisms involved in the hardening of potato tubers. This syndrome inhibits heat softening due to intercellular adhesion (ICA) strengthening, compromising the marketing of industrially processed potatoes, particularly fresh peeled-cut or frozen tubers. However, ICA strengthening occurs under conditions which are inconsistent with the current ideas that relate it to Ca-pectate following pectin methyl esterase (PME) activity or to formation of rhamnogalacturonan (RG)-II-borate. First, it was necessary to induce strengthening of the middle lamellar complex (MLX) and the ICA as a stress response in some plant parenchyma. As normally this syndrome does not occur uniformly enough to study it, we devised an efficient model in which ICA-strengthening is induced consistently under simulated stress by short-chain, linear, mono-carboxylic acid molecules (OAM), at 65 oC [appendix 1 (Shomer&Kaaber, 2006)]. This rapid strengthening was insufficient for allowing the involved agents assembly to be identifiable; but it enabled us to develop an efficient in vitro system on potato tuber parenchyma slices at 25 ºC for 7 days, whereas unified stress was reliably simulated by OAMs in all the tissue cells. Such consistent ICA-strengthening in vitro was found to be induced according to the unique physicochemical features of each OAM as related to its lipophilicity (Ko/w), pKa, protonated proportion, and carbon chain length by the following parameters: OAM dissociation constant (Kdiss), adsorption affinity constant (KA), number of adsorbed OAMs required for ICA response (cooperativity factor) and the water-induced ICA (ICAwater). Notably, ICA-strengthening is accompanied by cell sap leakage, reflecting cell membrane rupture. In vitro, stress simulation by OAMs at pH<pKa facilitated the consistent assembly of ICAstrengthening agents, which we were able to characterize for the first time at the molecular level within purified insoluble cell wall of ICA-strengthened tissue. (a) With solid-state NMR, we established the chemical structure and covalent binding to cell walls of suberin-like agents associated exclusively with ICA strengthening [appendix 3 (Yu et al., 2006)]; (b) Using proteomics, 8 isoforms of cell wall-bound patatin (a soluble vacuolar 42-kDa protein) were identified exclusively in ICA-strengthened tissue; (c) With light/electron microscopy, ultrastructural characterization, histochemistry and immunolabeling, we co-localized patatin and pectin in the primary cell wall and prominently in the MLX; (d) determination of cell wall composition (pectin, neutral sugars, Ca-pectate) yielded similar results in both controls and ICA-strengthened tissue, implicating factors other than PME activity, Ca2+ or borate ions; (e) X-ray powder diffraction experiments revealed that the cellulose crystallinity in the cell wall is masked by pectin and neutral sugars (mainly galactan), whereas heat or enzymatic pectin degradation exposed the crystalline cellulose structure. Thus, we found that exclusively in ICA-strengthened tissue, heat-resistant pectin is evident in the presence of patatin and suberinlike agents, where the cellulose crystallinity was more hidden than in fresh control tissue. Conclusions: Stress response ICA-strengthening is simulated consistently by OAMs at pH< pKa, although PME and formation of Ca-pectate and RG-II-borate are inhibited. By contrast, at pH>pKa and particularly at pH 7, ICA-strengthening is mostly inhibited, although PME activity and formation of Ca-pectate or RG-II-borate are known to be facilitated. We found that upon stress, vacuolar patatin is released with cell sap leakage, allowing the patatin to associate with the pectin in both the primary cell wall and the MLX. The stress response also includes formation of covalently bound suberin-like polyesters within the insoluble cell wall. The experiments validated the hypotheses, thus led to a novel picture of the structural and molecular alterations responsible for the textural behavior of potato tuber. These findings represent a breakthrough towards understanding of the hardening syndrome, laying the groundwork for potato-handling strategies that assure textural quality of industrially processed particularly in fresh peeled cut tubers, ready-to-prepare and frozen preserved products.

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