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Arabshahi, Hassan, and Hamed Fazlollahtabar. "Risk analysis for innovative activities in production systems using product opportunity gap concept." TQM Journal 31, no. 6 (November 29, 2019): 1028–48. http://dx.doi.org/10.1108/tqm-11-2018-0163.
Повний текст джерелаАнотація:
Purpose This paper presents a stepwise method for identification and analysis of innovative activities in production systems. The purpose of this paper is to provide a structure in order to propose the risk paradigms and factors corresponding to the innovative activities and evaluation of the impact of these activities on innovation decisions and investment. Design/methodology/approach The model used here is an analytical approach that evaluates the impact of innovative activities on innovation decision and investment using product opportunity gap (POG) concept. This framework is applied for innovative activities of Asian industrial field, and the risk of innovative activities is calculated by weighted risk analysis method. In this method, the risk weights and intensities are estimated by the average of experts’ opinions in interviews. Findings This implementation discovered some useful information being used by investors, innovators and policymakers for taking the best strategies and decisions in various innovation domains such as innovation management, risk management and innovation policy. The results of this study show that the product innovation is the most popular category of innovation that has occurred in Asian manufacturing industries, and the product innovation, marketing innovation and organizational innovation have the most influence on technology, economic and social changes intensity, respectively. Research limitations/implications This study analyzed the risk of innovative activities after their occurrence and because of different views of experts, there were diverse and sometimes contradictory analyses of innovative activities risk. Originality/value This paper links two separate and important sectors of innovation domain: innovation risk and innovation decision making and investment. POG plays the role of a bridge to connect the two mentioned sectors and shows how innovation causes the technological, economic and social changes. This paper also provides useful and practical information for innovation investors and decision makers to take the best decisions and to avoid the probable failures and losses.
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Micu, Angela-Eliza. "Modeling a fuzzy system for assisting the customer targeting decisions in retail companies." Analele Universitatii "Ovidius" Constanta - Seria Matematica 24, no. 3 (November 1, 2016): 259–73. http://dx.doi.org/10.1515/auom-2016-0058.
Повний текст джерелаАнотація:
AbstractThis paper reveals a proposal of a decision support system, enabling retail companies' marketing managers with powerful tools for the customers' portfolios targeting. The innovative methodological approach highlights a fuzzy algorithm based system that captures and computes relevant information about customers, providing a managerial support for making the most effective decisions, according to different degrees of affiliation assigned to customers. The contributions of fuzzy algorithms on targeting decisions reflects the affiliation of customers to a specific cluster, based on computation of the input vectors, income and seniority, leading to performing marketing decisions.
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Rozdolskaya, I. V., E. I. Makrinova, and I. S. Bolotova. "INNOVATIVE AND MARKETING CONTEXT OF STRATEGIC ENVIRONMENTAL DECISIONS IN MUNICIPAL STRUCTURES." Herald of the Belgorod University of Cooperation, Economics and Law 86, no. 1 (2021): 183–96. http://dx.doi.org/10.21295/2223-5639-2021-1-183-196.
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GÖK, OSMAN, and SINEM PEKER. "THE IMPACT OF MARKETING’S INNOVATION-RELATED CAPABILITIES ON A FIRM’S INNOVATION PERFORMANCE." International Journal of Innovation Management 24, no. 06 (August 30, 2019): 2050054. http://dx.doi.org/10.1142/s1363919620500541.
Повний текст джерелаАнотація:
Innovation performance is a potential source of competitive advantage for any firm. A capable marketing department (MD) can contribute significantly to the market success of the new products and services offered. Therefore, understanding the impact of marketing’s innovation-related capabilities in the innovation process is an important area of inquiry to achieve a more innovative and competitive company. This study examines the relations among relevant MD capabilities, marketing’s decision influence on innovation development and a firm’s innovation performance. The results indicate that the capabilities of the MD are strongly associated with the firm’s innovation performance. Our findings also demonstrate that marketing capabilities have a positive relationship with the department’s influence on innovation development. However, the department’s influence on innovation decisions has no effect on the firm’s innovation performance. We proposed a moderated mediation model considering a set of firm-level and environmental contingency variables. Results reveal that the proposed model relationships are indifferent for all the sub-groups of moderators.
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Carbonell-Foulquié, Pilar, Jose L. Munuera-Alemán, and Ana I. Rodrı́guez-Escudero. "Criteria employed for go/no-go decisions when developing successful highly innovative products." Industrial Marketing Management 33, no. 4 (May 2004): 307–16. http://dx.doi.org/10.1016/s0019-8501(03)00080-4.
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Hoffmann, Arvid O. I., and Thijs L. J. Broekhuizen. "Understanding investors' decisions to purchase innovative products: Drivers of adoption timing and range." International Journal of Research in Marketing 27, no. 4 (December 2010): 342–55. http://dx.doi.org/10.1016/j.ijresmar.2010.08.002.
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Vignesh Ramamoorthy .H, Dr, and Manoj .K. "Explanatory and Descriptive Study Using Digital Marketing and Artificial Intelligence." Shanlax International Journal of Management 9, S1-Mar (March 19, 2022): 118–21. http://dx.doi.org/10.34293/management.v9is1-mar.4900.
Повний текст джерелаАнотація:
Traditionally Digital Marketers were hesitant to use AI in digital marketing, but with the advancement of AI and its outcomes, AI has proven that it can and will bring dynamic changes to the marketing industry, dispelling much of the uncertainty.Digital Marketing Plan can improve from AI. AI is not around to take over marketers’ and advertising’ employment; it’s here to help them achieve their full innovative and operational potential.The study examines consumer experiences in several business domains, demonstrating the significance of innovative technology and its effects on customer preferences and decisions. The study is supplemented by the use of qualitative analytical tools to understand the digital marketing process. Explanatory and descriptive studies are conducted on digital marketing technologies. With the support of prior research studies, the article explains artificial intelligence and its effects or importance in marketing and digital preferences with consumer experience.
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Moorthy, Ravi C. "Gujarat Energy Development Agency: The Case of Solar Cookers." Vikalpa: The Journal for Decision Makers 16, no. 2 (April 1991): 65–79. http://dx.doi.org/10.1177/0256090919910206.
Повний текст джерелаАнотація:
In an era when conservation of non-renewable energy has become a vital issue, the challenges and prospects of marketing an innovative product like a solar cooker that has a direct bearing on saving of precious energy assumes considerable importance. The case presented in this issue focuses on the decisions regarding marketing of solar cookers.
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Ju, Ilyoung, Jihye Kim, Mark Jaewon Chang, and Susan Bluck. "Nostalgic marketing, perceived self-continuity, and consumer decisions." Management Decision 54, no. 8 (September 19, 2016): 2063–83. http://dx.doi.org/10.1108/md-11-2015-0501.
Повний текст джерелаАнотація:
Purpose The purpose of this paper is to examine the effects of nostalgic marketing on consumer decisions, including the relation of nostalgia to perceived self-continuity, brand attitude (BA), and purchase intent (PI). Design/methodology/approach The study uses an experimental design that compares individuals’ responses to past-focussed (nostalgic) vs present-focussed (non-nostalgic) advertising across a range of three product types. Analyses include structural equation modeling (SEM) to investigate direct and mediated relationships. Findings Nostalgic past-focussed advertisements (as compared to present-focussed advertisements) elicited higher perceived self-continuity which led to more favorable ratings of BA and greater intent to purchase the product. These effects held up regardless of product type. SEM showed that the relation of advertising-evoked nostalgia to BA is partially mediated by consumer’s perceived self-continuity. BA also directly predicted PI. Practical implications These findings provide two implications for marketing managers. First, the perceived self-continuity plays an important role in the success of nostalgia marketing. As such, advertising designed to directly influence perceived self-continuity should be used for framing a nostalgic marketing purposes that aims to connect consumers to particular brands. Second, evoking nostalgia in marketing communications is not just effective for one product type but appears to be useful across a variety of product type (i.e. utilitarian, hedonic, and neutral). Originality/value The study is based within an experiential marketing framework but is innovative in examining the specific experience of nostalgia and linking it to consumer’s identity (i.e. self-continuity). This area has received little attention and appears to be a promising area for future research on consumer decisions.
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Moorthy, Ravi C. "Gujarat Energy Development Agency: The Case of Solar Cookers." Vikalpa: The Journal for Decision Makers 15, no. 4 (October 1990): 39–54. http://dx.doi.org/10.1177/0256090919900405.
Повний текст джерелаАнотація:
In an era when conservation of non-renewable energy has become a vital issue, the challenges and prospects of marketing an innovative product like a solar cooker that has a direct bearing on saving of precious energy assumes considerable importance. The case presented in this issue focuses on the decisions regarding marketing of solar cookers. Readers are invited to comment on the marketing strategy of GEDA and also suggest a future course of action.
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Fatmawati, Indah, and Muhammad Athar Alikhwan. "How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?" E3S Web of Conferences 316 (2021): 01020. http://dx.doi.org/10.1051/e3sconf/202131601020.
Повний текст джерелаАнотація:
The rise of pro-environmental awareness has promoted a new innovative local brand that considers sustainable society life. This study analyses how the green marketing claim of new local cleaner products influences the brand image, perceived value, and consumer purchase decisions. The respondents of this study are consumers of local shoe cleaner products claimed as green ones. The setting is a new brand of shoe cleaner introduced in Yogyakarta, Indonesia. This brand is a green product developed with a green marketing program. Using the purposive sampling method, we chose one hundred fifty respondents. The data analysis is using Structural Equation Modelling (SEM) of AMOS 21. Our result shows that green marketing significantly impacts brand image, perceived value, and purchase decisions. Brand image and perceived value affect purchase decisions substantially.
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Symakov, Volodymyr. "Management decisions on modernization of e-commerce enterprises as subjects of innovative entrepreneurship." Economies' Horizons, no. 1(12) (November 8, 2021): 71–79. http://dx.doi.org/10.31499/2616-5236.1(12).2020.225190.
Повний текст джерелаАнотація:
The purpose of the article is to analyse the types of management decisions on the modernization of e-commerce enterprises as subjects of innovative entrepreneurship and to explore their content. Methodology. In the study of this issue used methods of generalization, comparison and systematic method. Results. In the article the types of management decisions on the modernization of e-commerce enterprises as subjects of innovative entrepreneurship are analysed. Their content has been studied. Scientific positions are described and statistical data on the research topic are given. Practical meaning. To better understand the issues of management decisions on modernization of e-commerce enterprises as subjects of innovative entrepreneurship, the author analysed foreign sources, which allowed to understand the features of world experience that determine the need of e-commerce enterprises in Ukraine to focus on new technological solutions and modern management approaches. Prospects for further research. The author analyses the current trends of enterprise modernization and notes that conversion optimization is becoming an increasingly serious problem in today’s business environment, as companies seek to effectively customize the pages of their products and make sure that their products stand out in all areas of multi-channel marketing. This can include dynamic Facebook advertising, Google shopping advertising, or digital marketing efforts.
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Belikova, O., O. Burtseva, and V. Khoroshykh. "The Influence of the Life Cycle of Industrial Enterprise Goods Formation of its Innovative Strategy." Economic Herald of the Donbas, no. 3 (61) (2020): 131–38. http://dx.doi.org/10.12958/1817-3772-2020-3(61)-131-138.
Повний текст джерелаАнотація:
The article deals with strategic directions of entrepreneurial strategies development in accordance with the product life cycle concept. The approaches of scientists before the formation of stages of the enterprise goods life cycle are considered. On the basis of the analysis of scientific researches the basic characteristics of marketing depending on a stage of life cycle of the goods are generalized. It is found out that at different stages of the life cycle of goods the enterprise makes managerial decisions concerning the main directions of its activity. The directions of the enterprise activity are generalized in accordance with the stages of the product life cycle on such criteria as key strategy, management system, technical development, production, personnel, economics and finance, marketing. The strategic policy of the enterprise in accordance with the product life cycle is studied and generalized. It has been proved that the innovative orientation of the company's activity, which is characterized by innovation, production and marketing potential, is decisive in the development of the company's strategy. The article contains an ABC analysis of the industrial enterprise's activity and draws conclusions about the use of the enterprise's commodity resources. Based on this analysis and the degree to which the enterprise is ready to innovate at different stages of the TLI, conclusions were drawn on the strategic behavior options of the enterprise.
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Bhattacharya, Subhajit, and Subrata Chattopadhyay. "WoW! Momo – creating a sustainable WOW in innovative QSR chain brand." Emerald Emerging Markets Case Studies 12, no. 2 (April 5, 2022): 1–39. http://dx.doi.org/10.1108/eemcs-05-2021-0168.
Повний текст джерелаАнотація:
Learning outcomes The various learning outcomes of the case include the following: to provide information and help the students to understand how a start-up business succeeds with the proper branding and marketing; to help understand different marketing theories related to segmentation, targeting, positioning, branding, distribution and marketing process and the frameworks of understanding start-up business marketing with a practical example; to improve analytical skills and help evaluate marketing strategies related to segmentation, targeting, positioning, branding, distribution and marketing in the Indian quick-service restaurant (QSR) business; and to encourage learners to think differently towards solution generation and strategy decisions. Case overview/Synopsis The case portrays the dilemmas related to segmentation, targeting, brand positioning, distribution and start-up business marketing in the context of an Indian QSR. The present case strives to portray the journey of WoW! Momo is a QSR brand in India and highlights the company's branding and marketing challenges. Based on the challenges faced by the company and the decision dilemma pointed out in the case, the readers can get sufficient motivation to generate probable solutions. This was early 2007; Binod Kumar Homagai and Sagar Daryani, bosom friends, were on the verge of finishing their graduate studies in commerce from St. Xavier's College Kolkata. Pursuing Chartered Accountancy or MBA was the common trend as the career option among most commerce graduates then. Still, both Homagai and Daryani thought to be innovative and different in their career options. After a series of discussions, they determined to start with their favorite dish, momos, as an alternative brand proposition that would be opening off from the City of Joy, Kolkata. They managed to arrange a seed capital of INR 30,000 in 2008 and started their venture WoW! Momo. In the financial year 2018–2019, the company's revenue had already crossed INR 1170m, achieved its presence in 11 cities in India, and reached more than 243 outlets. This case has followed the qualitative research methods where in-depth interviews of the founders and stakeholders along with the observation method were used. The case unfolds a systematic solution of dilemmas related to segmentation, targeting, brand positioning, distribution and start-up business marketing in the context of Indian QSR business. This case can also be seen as one of the youth entrepreneurial success stories of Indians. Complexity academic level This case is primarily meant for second-year students in a postgraduate program in business management. The case could also be discussed in an executive development program on marketing/brand management/business strategy. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.
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Pandey, Rudresh, Liem Gai Sin, Shreyas Agnihotri, Utkarsh Chaudhary, Natasha Tiffany, Ahmad Usamah, Daisy Mui Hung Kee, Hafiz Zikri, Muhammad Hafizudin, and Mohamad Zulfaqar. "Changes and Development in Marketing and Strategies - Study on ASUS Computer Inc." Journal of The Community Development in Asia 4, no. 1 (January 21, 2021): 66–77. http://dx.doi.org/10.32535/jcda.v4i1.999.
Повний текст джерелаАнотація:
Computers have highly evolved and a lot of companies, such ASUS, have consistently improving and innovating computers and other products. ASUS stands as the world’s 6th largest PC Vendor in 2020, mission of which is to deliver innovative and spectacular IT solutions. This research investigates how ASUS developed into a tech giant and what techniques and strategies they used to capture such great market share. The research will also contain certain additional ideas that Asus can work upon to be the no. 1 Tech giant in the world and the USP (Unique Selling Proposition) of Asus product line of and the advantages and disadvantages over competitors. Furthermore, comparison of Asus’s major rivals will give a better understanding of their decisions taken in the last 10 years.
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Yusuf Ismaila, Mustapha, Olowo Ahmed Abdulganiyu, Abdulquadri Abdulazeez Olamide, and Bankole Janet Oluwasey. "Influence of celebrity endorsement and digital marketing on youth purchasing decisions: a comparative study of Ikorodu area." Economía & Negocios 4, no. 1 (April 18, 2022): 3–16. http://dx.doi.org/10.33326/27086062.2022.1.1346.
Повний текст джерелаАнотація:
The continuous increase in the population of Nigeria, especially the youthful population characterized by innovative and dynamic needs, necessitates business firms to adopt opposite programmes and strategies to meet the needs of this segment of the market. Therefore, this study examined the influence of celebrity endorsement and digital marketing on youth purchasing decisions. The study utilized primary sources to gather the required data, and a sample size of 397, consisting of youths between the age of 15-35 years residing in Ikorodu L.G.A. was selected from the study’s population. Pearson moment correlation was used to test the formulated hypotheses, and the data was analyzed through the aid of SPSS version 23. The study finding revealed that source trustworthiness influences youth purchasing decisions more than social media engagement. More so, online reachability influences youth purchasing decisions than source alignment and that digital campaign has more effect on the youth purchasing decisions than source attractiveness. It was concluded that digital marketing has more effect on youth purchasing decisions than a celebrity endorsement. It was recommended that organizations with youthful target audiences adopt more digital marketing strategies as it influenced youth purchasing decisions than a celebrity endorsement.
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Козлова, Евгения, and Evgenia Kozlova. "PROBLEMS OF INNOVATIVE STRATEGY FORMATION OF ECONOMIC ENTITIES TAKING INTO ACCOUNT MODERN REQUIREMENTS OF THE MARKET ENVIRONMENT." Bulletin of Bryansk state technical university 2016, no. 5 (December 30, 2016): 192–96. http://dx.doi.org/10.12737/article_58f9c4d9a21176.98903345.
Повний текст джерелаАнотація:
The formation mechanism of the innovative strat-egy of economic entity offered by the author includes the following stages: the analysis of macro- and micro-environment factors; the analysis of innovative poten-tial of the managing system; marketing and investment analysis of the innovative projects; working out innovative development strategy; drawing up the passport of innovative development and acceptance of administrative decisions on its basis; the analysis and control of the efficiency of implementing a chosen innovative strategy. Reasonable innovative strategy will allow the en-terprise to adapt quickly to the changing environmental conditions, to reduce the risk level of introducing innovative activity, to define the directions of the enterprise development in the innovative field competently and also to concentrate administrative efforts in order to achieve strategically important tasks.
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MAKOVEIEVA, O. V. "INNOVATIVE DEVELOPMENT OF MODERN ENTERPRISES: A COMPREHENSIVE APPROACH." Economic innovations 23, no. 2(79) (June 20, 2021): 112–18. http://dx.doi.org/10.31520/ei.2021.23.2(79).112-118.
Повний текст джерелаАнотація:
Topicality. This scientific article is devoted to the issues of innovative development of modern enterprises from the standpoint of implementation (implementation) of innovative developments, which is associated with changes in the global environment, transition to a new technological level (increasing new technologies), constant competition, economic and social change. Aim and tasks. The purpose of the work is to introduce an integrated approach in modern enterprises in the implementation of innovations. Research results. The paper forms and substantiates the approaches that should be used in the implementation of innovations depending on the specifics of the enterprise and its management system, namely: system-complex (considers all business processes in the enterprise as a whole); process-effective (use of effective tools for making management decisions based on innovative measures to meet consumer needs); situational (management system is organized to form and implement a strategy based on specific situations and actions); functional (interrelation of management functions for realization of the set purposes of the enterprise); integration (combines internal and external management structures and influences); marketing (motivating actions to promote the product of innovation on the market). The author presents the steps of the algorithm for selecting an effective scheme of innovation management of the enterprise, namely: calculation of the marginal levels of innovation of ideas; determination of the arithmetic mean of the quantitative evaluation of ideas according to certain criteria; comparison of the assessment of intentions for innovation; choice of organizational schemes of innovation management. Conclusion. The paper offers a graphical interpretation of the process of innovation management is the adoption of management decisions for their implementation. It is established that the implementation and implementation of innovative projects is directly related to the rate of economic growth in the country and its regions. This interdependence is also reflected graphically in the article. The basic conditions of introduction of innovative developments by the modern enterprises for their further development are defined, namely: improvement of normative-legal maintenance of realization of innovative business; creating conditions for the formation of a full-fledged competition between modern innovation-active enterprises; creation of motivating factors for enterprises in order to increase the importance of innovative changes; expanding opportunities for financing innovative enterprises; development of programs for the purchase of the latest, innovative equipment; incentive measures to involve young people and scientists in innovation processes at enterprises in the country and regions.
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Islam, Nazrul, Sharmina Afrin, Syed Abdullah Al Noman, Siha Fatima Hoque, Md Shafkat Imon Araf, Anika Meher Amin, and Fatima Sultana Sujala. "Impact of Social Media Marketing on Buying Behaviors of Superstore Customers in Bangladesh." PYC Nepal Journal of Management 14, no. 1 (November 29, 2021): 57–78. http://dx.doi.org/10.3126/pycnjm.v14i1.41054.
Повний текст джерелаАнотація:
This study aims at identifying the impact factors of social media marketing on the buying behaviors’ of superstore customers in Bangladesh. Altogether, 291 buyers were surveyed from five superstores of Bangladesh such as, Agora, Meena Bazar, Shwapno, Almas Super Shop, and Nandan. A structured questionnaire with five points Likert scale was used to survey the customers. Descriptive statistics were used to present the profiles of the respondent customers while inferential statistics like Factor Analysis was used to identify the impact factors and Multiple Regression Analysis was used o identify the relationships between the impact factors and the overall impact on purchase decision of the customers. Study identified four significant impact factors such as, quick searching and verification of authenticity of product information, easy to order and saving time, customers addiction to media buying, and awareness of innovative and new products that induce the superstore customers to make their purchase decisions. This study suggests that the policymakers should focus on authenticity of product information, easy to order system that saves time, publicity of innovative and variety of products, and customer addicted towards media marketing for making the customers inclined towards buying the products and services from superstores of Bangladesh.
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Yang, Kai-Fu, Hao-Wei Yang, and Chao-Hung Huang. "Assisting SMEs to Establish RMA Diagnosis Checklist and Innovative RMA Process System to Enhance B2B Innovative Concept Adaptation and Its Value-Added Function." International Journal of e-Education, e-Business, e-Management and e-Learning 12, no. 1 (2022): 42–48. http://dx.doi.org/10.17706/ijeeee.2022.12.1.42-48.
Повний текст джерелаАнотація:
This research attempts to focus on Return Merchandise Authorization (RMA) and the optimization of the RMA solutions. In the meantime, this research establishes RMA Diagnosis Checklist, Innovative RMA Process system, and a number of suggested solutions for Small and Medium Enterprises (SMEs). This research has important implications as it optimizes RMA solutions to B2B problems for SMEs, provides useful information on effective RMA service policies for B2B marketing decisions and creates a general awareness of the importance and rationale of RMA. Finally, this study provides RMA as a diagnostic tool and strategic tactic for SMEs.
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Barauskaitė, Dovilė, and Justina Gineikienė. "Nostalgia May Not Work for Everyone: the Case of Innovative Consumers." Organizations and Markets in Emerging Economies 8, no. 1 (May 31, 2017): 33–43. http://dx.doi.org/10.15388/omee.2017.8.1.14195.
Повний текст джерелаАнотація:
In recent years, marketers have widely used nostalgia in their marketing strategies. However, little research has focused on understanding whether consumer responses to nostalgic communication are always positive. Seeking to fill this gap and referring to social identity theoretical framework, current research examines the relationship between nostalgia, innovativeness and consumer purchasing decisions. Empirical results demonstrate that innovativeness and nostalgia might indeed act in opposite directions. Managerial implications of the findings are considered and directions for future research suggested.
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Olefirenko, Oleg. "Methodic tools to optimize marketing expenses of the innovatively active industrial enterprises in Ukraine." Problems and Perspectives in Management 14, no. 1 (March 2, 2016): 44–50. http://dx.doi.org/10.21511/ppm.14(1).2016.05.
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The efficient sales policy of the machine building innovatively active enterprises is connected with its rational process financing. Optimal determination of innovative production distribution expenses is top-priority element to increase economic subject’s activity profitability and to increase its competitive positions at the market. Thus, planning of costs for innovatively active machine building enterprises sales has to be based on economic and rationally adaptive mathematic tools to industrial enterprises activity specific. Practical implementation of the mentioned task is possible owing to economic and mathematic model to plan costs for innovatively active enterprises production, which preconditions urgency of the given research. Besides the tools investigation is also urgent and it allows to foresee future expenses amounts for sales, demand for production and profit of the innovatively active industrial enterprise, behavior in future depending on market situation. The article deals with scientific and methodic approach to optimize distribution expenses of the innovatively active industrial enterprises in Ukraine. Economic and mathematic modeling methods allowed to formalize models to plan distribution expenses of innovatively active enterprise, demand and profits, that is prerequisite to form prognostications by proper directions. Practical implementation of the suggested scientific and methodic approach on the example of machine building enterprise in Ukraine results in confirmation of models correspondence and establishment of inefficiency to distinguish expenses. It gives evidence about necessity to optimize expenses of enterprise and to introduce active managerial decisions concerning its activity profitability growth
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KRUPKA, Myhaylo, Nazar DEMCHYSHAK, and Vasyl HRYB. "CUSTOMER ANALYSIS OF ENTERPRISES INNOVATIVE ACTIVITY IN UKRAINE IN THE CONTEXT OF FINANCIAL REGULATION PRIORITIES FORMING." WORLD OF FINANCE, no. 3(60) (2019): 37–52. http://dx.doi.org/10.35774/sf2019.03.037.
Повний текст джерелаАнотація:
Introduction. The article is devoted to modern problems of analysis of innovative processes in Ukraine in the context of restraining factors and existing problems in the domestic economy. The purpose of the article is to structure innovation in order to determine the priorities of financial regulation and its strategic orientations. Methods. To obtain the results in the study a number of general scientific and special methods were used: structural analysis, statistical methods, system analysis, scientific abstraction method. Results. The interpretation of the financial regulation of innovation activity as an agreed comprehensive legislative regulation of the use of budget and tax instruments is grounded in order to influence state institutions on the national innovation system functioning, innovation potential and innovative security in the country, aimed at strengthening competitiveness and establishing an innovative model of socio-economic development. The analysis of structural features of innovative activity of domestic business entities is carried out. The role of technological innovations (process and product) in the Ukrainian economy is revealed. The specifics of the introduction of non-technological innovations in the context of marketing and organizational are detected. The tendentious low role of product innovations in the overall structure of innovation activity of Ukrainian enterprises is identified, which poses a threat to the country's innovative security. It is argued that the priority of financial regulation should be the integration within the triangle of science-innovation-production. The emphasis is on the role of elements of innovation infrastructure (scientific parks, technological parks, innovation clusters) in increasing the efficiency of financial regulation of innovation activity. Conclusions. The prospects of further scientific research on the subject of research are primarily based on substantiating concrete decisions to increase the role of educational and scientific components in stimulating research and development as a pledge of innovative successes of enterprises in Ukraine.
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BARROT, CHRISTIAN, JAN KUHLMANN, and ANDREA POPA. "INFLUENCE OF PERSONAL COMMUNICATION NETWORKS ON INNOVATION ADOPTION — USING MULTI-AGENT SIMULATIONS TO PROJECT THE LAUNCH OF AN INNOVATIVE MEDICAL DEVICE." International Journal of Innovation and Technology Management 10, no. 05 (October 2013): 1340021. http://dx.doi.org/10.1142/s021987701340021x.
Повний текст джерелаАнотація:
Adoption processes are often heavily influenced by interpersonal communication. Marketing managers are increasingly trying to use these relationships to foster the market penetration of their products. In an empirical study of the US market for an innovative medical device, we survey the social network of (mostly chief) anesthetists from 151 hospitals. We confirm the influences from personal communication on individual adoption decisions through hazard regressions. We then use a multi-agent modeling framework trying to identify what seeding strategies would have been optimal to achieve a fast market penetration, i.e. which and how many anesthetists should be selected to initiate personal communication processes.
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Kolesnik, Valentina Iliodorovna. "HEALTH CARE MARKETING AS A TOOL FOR EFFECTIVE ACTIVITIES OF HEALTH CARE INSTITUTIONS." Scientific Bulletin: finance, banking, investment., no. 2 (51) (2020): 121–26. http://dx.doi.org/10.37279/2312-5330-2020-2-121-126.
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The article considers the problems of marketing medical services and identifies the main ways to solve them. Marketing of medical services is examined in terms of its impact on the performance of healthcare facilities. It is noted that the main objectives of marketing within the state-municipal institution are characterized by some features. The main innovative marketing technologies and the specifics of the medical marketing industry, caused by the intangible nature of medical services, are identified. It is proved that the use of marketing management methods is aimed at attracting consumers of medical services and optimizing the work of medical organizations. Therefore, the improvement of methods for researching the market for services and the adoption of timely optimal management decisions will increase the efficiency and effectiveness of the entire industry. The analysis of marketing development problems for medical organizations of various ownership forms is carried out. The factors determining the need to improve marketing research for medical organizations are identified.
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Yuliani, Nur Laila, Muhamad Rifki Efendi, Ocky Sanjaya, Muhamad Izdad Fuadi, Ahmad Faisal, and Advent Rainaldy. "Development of digital marketing models for MSMEs to improve the community's economy." Community Empowerment 7, no. 4 (April 24, 2022): 731–36. http://dx.doi.org/10.31603/ce.5587.
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The main objective of the Semaken Hamlet, Pucung Rejo Village Integrated Community Service program is to provide innovative marketing models using digital media. This should allow for increased product marketing. Socialization, training, and mentoring are the three methods used to provide this program. As a result of this program, MSME actors now have accounts on the marketplace as well as social media platforms such as Instagram and Facebook, which they can effectively manage. Furthermore, each MSME actor has a product brand or logo and is familiar with financial reports that present information about MSME performance and are useful for making business decisions.
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Callingham, Martin, and Tim Baker. "An Innovative Unified Brand and Market Measurement System for Strategic Investment Decisions." International Journal of Market Research 43, no. 3 (May 2001): 1–29. http://dx.doi.org/10.1177/147078530104300301.
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Describes experimental work by Whitbread aimed at creating a research system to facilitate board decisions about brands. Companies like Whitbreads are constantly faced with decisions whether to enter or exit a market (illustrated). Brand research is less helpful than it might be, because it tends to be too much focused on the brand's product category competition; brand image data is often too rational and ‘obvious’. Two markets were studied: beer (Stella Artois) and Coffee Shops (Starbucks). First, the markets were considered in terms of two key factors: how far they are commoditised (are brands important?), and the market dynamics (is the market getting more interesting?). The pattern of answers to these questions helps managers to look at the market more broadly, in terms of its value to the business. Brand measures were then sought in terms which cross category boundaries. Two brand models (both described in detail) are used: a ‘mechanical metaphor’ (a combination of ‘motivators’, what the brand promises, and ‘hygiene factors’, required for its fitness to do its job, but where increases above the required level add no value), and an ‘organic metaphor’, in which the brand is viewed as a person to whom the consumer relates. These models are described operationally and illustrated from the Guinness and Starbucks research. The value of thinking about brands in both these ways, and their integration, is discussed. The approach helps management to think about brands strategically and make strategic decisions, such as market entry or exit, increasing or reducing brand support, etc., in time to take the necessary actions.
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Handyastuti, Indriyani, Armie Hayu Harmoni, Erni Nuraeni, and Febby Indriani Lating. "The Influence of Electronic Word of Mouth (e-WOM) on Travel Decision in Bandung City." Digital Press Social Sciences and Humanities 4 (2020): 00010. http://dx.doi.org/10.29037/digitalpress.44357.
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<p class="Abstract">This research is motivated by data from We Are Social, a social marketing agency in the world, stating that Indonesian people who use social media amount to 130 million people, and the most frequently used social media in Indonesia are YouTube, Facebook, and Instagram. This study aims to determine does e-WOM influences the decision on travel in Bandung and on which social media e-WOM most influence the travel decision in Bandung. The data collection method of this study was a questionnaire that distributed to 120 respondents, who had traveled in Bandung and actively used social media (YouTube, Facebook, and Instagram) and then processed and analyzed using multiple linear regression. The results of this research state that intensity and WOM content influences travel decisions in Bandung, while positive valence and negative valence are not approved, as well as simultaneously electronic word of mouth influences the decision to travel in Bandung, and the most popular social media is Instagram. The result of this research may emphasize about creating an innovative product and technology development through e-WOM, but this could also be the big idea to be implemented in the heritage site because the word heritage is not necessarily opposite of innovative and technology but how to embrace innovation and technology to preserve heritage, therefore further study regarding how e-WOM could contribute to Heritage Site will be very much needed.<o:p></o:p></p>
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Shekhar, Shantanu, Kumaresan Chandrasekaran, and Joshy Mathew. "The impact of Location-based Marketing strategies on retail sectors in Al Batinah region during COVID 19 Pandemic." International Journal of Management, Innovation & Entrepreneurial Research 7, no. 2 (September 23, 2021): 07–17. http://dx.doi.org/10.18510/ijmier.2021.722.
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Purpose: Location-based marketing has become an essential component in today’s businesses. The principal objective of this study is to investigate the growing significance of using location-based marketing services to small and medium-scale marketers and customers.
Methodology: This is an exploratory study, which aims to explore the impact of location-based marketing on the retail sector of the Al Batinah region in the Sultanate of Oman.
Main Findings: Social media platforms play an important role in the Location-Based marketing of various retail sectors such as SME’s and these platforms play a major role in helping retailers to make decisions whether they wish to market their products by using this platform or not.
Implications: All organizations’ top-level management must focus on data mining to identify the right customers and at the same time they should focus on innovative marketing strategies on LBS.
Novelty: This study provides motivations and insights that drives businesses and customers to use these LBM services.
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Shekhar, Shantanu, Kumaresan Chandrasekaran, and Joshy Mathew. "The impact of Location-based Marketing strategies on retail sectors in Al Batinah region during COVID 19 Pandemic." International Journal of Management, Innovation & Entrepreneurial Research 7, no. 2 (September 23, 2021): 07–17. http://dx.doi.org/10.18510/ijmier.2021.722.
Повний текст джерелаАнотація:
Purpose: Location-based marketing has become an essential component in today’s businesses. The principal objective of this study is to investigate the growing significance of using location-based marketing services to small and medium-scale marketers and customers.
Methodology: This is an exploratory study, which aims to explore the impact of location-based marketing on the retail sector of the Al Batinah region in the Sultanate of Oman.
Main Findings: Social media platforms play an important role in the Location-Based marketing of various retail sectors such as SME’s and these platforms play a major role in helping retailers to make decisions whether they wish to market their products by using this platform or not.
Implications: All organizations’ top-level management must focus on data mining to identify the right customers and at the same time they should focus on innovative marketing strategies on LBS.
Novelty: This study provides motivations and insights that drives businesses and customers to use these LBM services.
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Chen, Sonia Chien-I., Chenglian Liu, Zhenyuan Wang, and Farid Arya. "Innovative Strategies to Fuel Organic Food Business Growth: A Qualitative Research." International Journal of Environmental Research and Public Health 19, no. 5 (March 3, 2022): 2941. http://dx.doi.org/10.3390/ijerph19052941.
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This study aimed to identify the factors affecting consumer behavior and customer loyalty toward organic food. Whether consumers seek organic food for a healthy body or more as food for thought continues to be debated. However, since consumers’ purchase habits are based on their honest life experiences, which shape the building of a brand, this study reviewed the extant literature to understand the factors influencing the purchasing behavior for organic food. The follow-up problems highlighted in the research are related to organic business marketing strategy. Based on our methodology, we conducted semi-structured interviews to gain themes for qualitative research. The study found that availability, variety, and taste were the top three factors affecting consumers’ purchase decisions; surprisingly, neither price nor health-consciousness was the first concern. Using market-led innovation as an innovative lens to understand customer loyalty, this research highlights sustainable and advantageous business practices in the organic food market to enrich the literature on organic food purchasing behavior from multiple stakeholders.
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Tayi, Alok. "The Internet of Things Is Digitizing and Transforming Science." SLAS TECHNOLOGY: Translating Life Sciences Innovation 23, no. 5 (September 20, 2018): 407–11. http://dx.doi.org/10.1177/2472630318788533.
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Over the past decade, cloud software has transformed numerous industries—from finance to logistics, marketing to manufacturing. The simplified aggregation of data, enabled by cloud computing, empowers individuals to glean insights and make data-driven decisions rapidly. In science, however, such a transformation has yet to emerge. The domain lacks centralized, machine-readable repositories of scientific data; this absence inhibits analytics and expedient decision-making. Recently, the Internet of Things (IoT) has served as a catalyst for digitizing and automating science. IoT enables the centralized collection and analysis of scientific data (e.g., instruments, sensors, and environments). Here, we discuss this new technology trend, its applications in laboratories and promise as a platform for improved efficiency, more innovative capabilities, and machine learning/artificial intelligence.
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Samborskyi, Oleg. "Innovative Approaches to Teaching Professionally Oriented Disciplines “Organization and Economics of Pharmacy”, “Management and Marketing in Pharmacy”." Galician Medical Journal 24, no. 1 (March 20, 2017): 201713. http://dx.doi.org/10.21802/gmj.2017.1.3.
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The article presents pedagogical innovations in teaching professionally oriented disciplines “Organization and Economics of Pharmacy”, “Management and Marketing in Pharmacy” at the Department of Organization and Economics of Pharmacy and Technology of Drugs of the Ivano-Frankivsk National Medical University, namely: innovative approaches to practical classes with the elements of business games, training in mini-groups, problematic question discussion; extraordinary defense of term papers and the 4-step monitoring of knowledge, abilities and skills required for future pharmacy professionals. The outlined innovations of classroom interactive training are aimed at involving the entire academic group of students in group discussions, teaching them to substantiate their thoughts, developing the abilities to make joint management decisions and bear responsibility for their fulfillment – these are the qualities, which are constantly improving when studying the disciplines “Organization and Economics of Pharmacy”, “Management and Marketing in Pharmacy”.
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HORBACHENKO, Stanislav. "PROSPECTS FOR IMPLEMENTING THE MODEL OF INNOVATIVE DEVELOPMENT OF UKRAINE’S ECONOMY." Socio-Economic Research Bulletin, no. 1(76) (February 16, 2021): 9–20. http://dx.doi.org/10.33987/vsed.1(76).2021.9-20.
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The theoretical basis of innovative development is analyzed in the article. Global trends that motivate countries to use models of innovative development are determined. Requirements to the model of innovative development are formulated: flexibility (possibility of adaptation to concrete management systems); scientific (use of modern achievements of management science and involvement of external consultants), adequacy (response to changes in the external environment); creativity (focus on the creative potential of managers); rationality (optimization of organizational relations); reliability (proper information support); efficiency (cost savings); multivariate (availability of alternative management decisions in each situation). The models of innovative development, which are effectively used abroad, are analyzed, in particular: orientation towards leadership in science and implementation of large-scale projects; focus on creating a favorable innovation environment and rationalizing the structure of the economy; focus on creating an innovative infrastructure and society’s acceptance of the role of scientific and technological innovations. It is proved that the classical format of «Asian» model is inappropriate for Ukraine, but it is possible to form its domestic modification with the active participation of universities. A model for managing innovative development consisting of two subsystems is proposed: managing and managed. It is substantiated that the control subsystem in this model is the state and regional government, and the managed subsystem is, first of all, a set of business entities and their associations within which the managerial influence on goods and services, personnel, finance, technology, marketing, etc. It is specified that the model of innovative development of the national economy constantly provides new opportunities for the management system and creates an intellectual foundation for the effective implementation of innovations.
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Gerasimenko, V., and D. Andreyuk. "Application of Social Engineering Elements to Marketing. of Public Science-Promoting Educational Products in Biomedicine." Population and Economics 2, no. 3 (October 12, 2018): 141–69. http://dx.doi.org/10.3897/popecon.2.e36058.
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In order to overcome the low level of literacy of the population in the issues of modern innovative technologies, the paper suggests a technological approach, which combines methods of classical marketing with elements of social engineering on the basis of a neuro-evolutionary paradigm. The essence of this approach is to organize social communications in the target group by analogy with neuron connections in mathematical neural networks, thus ensuring the group’s high efficiency in making collective decisions. At the stage of testing of this campaign, over 3 thousand people were involved in scientific and educational activities of a biomedical orientation.
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Andi, Gholamreza, Song Xiaokang, and Syriac Nellikunnel. "INNOVATIVE PACKAGING ATTRIBUTES AND CUSTOMER PURCHASE INTENTION IN SNACK FOODS." Humanities & Social Sciences Reviews 7, no. 2 (August 19, 2019): 424–33. http://dx.doi.org/10.18510/hssr.2019.7250.
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Purpose of Study: The purpose of this study is to determine what kind of innovative packaging attributes will influence the purchase intention of customers on snack food in Malaysia
Methodology: The study has used Stimulus (S) - Response (R) model and AIDA Model to identify the packaging attributes which are packaging material, information on the package and the basic appearance of the package that have a positive and strong relationship with the purchase intention of customers towards snack food. The data were collected through questionnaire from 250 respondents. PLS has been used to analyse the data.
Results: Packaging is now an important aspect of marketing and is treated as one of the most influential factors concerning consumer purchase decisions at the point of purchase. All of the three independent variables of the research have significant as well as positive relationships with the dependent variable which is purchase intention.
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Martynenko, Alina, and Petro Pererva. "Formation of marketing strategies for innovative products at separate stages of their life cycle." Marketing and Digital Technologies 5, no. 1 (March 14, 2021): 6–16. http://dx.doi.org/10.15276/mdt.5.1.2021.1.
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The aim of the article. In the current market conditions, the main objectives of the product policy of the enterprise are to manage the competitiveness of products, adjusting their life cycles and assortment. For this purpose, the commodity strategy of the enterprise which is directed on achievement by the enterprise of target positions in the market by means of the products should be developed. The product is the subject of many management decisions: it is created, brought to market with the support of various marketing activities, if necessary modified and, if economically feasible, withdrawn from production. The aim of the article is to form marketing strategies for industrial products on the market on the basis of the developed classification of innovative goods depending on the level of their efficiency at separate stages of the product life cycle. Analyses results. The article develops the classification of innovative industrial products depending on the level of their efficiency at the separate stages of the product life cycle. The authors formed the recommended marketing strategies based on the proposed classification of products, depending on the range of levels of efficiency in which the product is. The article also presents the practical use of the developed recommendations on the example of the life cycle of the innovative electric motor of PJSC «Electromotor», which confirms their practical significance and suitability, allowing industrial enterprises to effectively manage their range. The article also builds a graph-analytical model of comprehensive efficiency indicators of an innovative electric motor, which allows to clearly track their dynamics over the entire period of its life cycle. Conclusions and directions for further research. In market conditions, each enterprise must determine the directions of formation and implementation of marketing product policy, taking into account the characteristics of each product. Forming a marketing product policy, the company must work on updating the range and bringing new products to market, because the right strategy for product range management will provide the desired volume of sales and corresponding profits. Thus, due to the proposed classification of goods at different stages of the life cycle, depending on the level of efficiency in which the product is or will be, the company can develop specific marketing strategies and tactics, including research and development (R&D), development of production, selection of sales channels, improvement of forms and methods of advertising, price regulation, development of new ones, modernization of existing and removal of obsolete inefficient products, etc. The use of effective marketing solutions can affect the duration and course of the product life cycle and consequently to achieve maximum profits. Keywords: efficiency, innovative product, product life cycle, marketing strategy, assortment management.
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GRABOVSKAYA, Іryna. "ORGANIZATIONAL AND MANAGEMENT INNOVATIONS OF CREATIVE MANAGEMENT AS A NECESSARY CONDITION FOR EFFECTIVE BUSINESS DEVELOPMENT." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (December 3, 2021): 52–57. http://dx.doi.org/10.31891/2307-5740-2021-300-6-9.
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The article is devoted to the study of modern aspects of development and implementation of innovations in the management systems, which are an important resource for further improving the efficiency, competitiveness and successful development of organizations. The place and role of creative management systems at enterprises as a tool for development and implementation of non – standard management decisions and managerial innovations in conditions of uncertainty are considered.The main problems on the way to increase the level of innovation activity of enterprises due to the introduction of managerial innovations, as well as internal and external factors that cause the lag of domestic companies not only in the level of product and process innovations, but also in the implementation of best management practices,organizational and marketing innovations. The essence of the concepts “innovation” and “organizational and managerial innovations”, their features as a specific object of management are studied.The main types of organizational and managerial innovations in organizations are considered.The article pays special attention to the issues of ensuring innovation activity and competencies of managers as the main condition for effective implementation of innovations in management.The classification of competencies of managers by levels of decision making is given.The given structure of competencies at the specified levels of decision-making is determined by the ratio of knowledge, skills and abilities necessary for successful and effective activities for the implementation of organizational and managerial innovations.Important characteristics of personnel with high innovative activity and receptivity are determined: focus on high standards of work quality, creative attitude to work, confidence and consistency in the implementation of innovations, readiness for unexpected decisions and new attitudes, flexibility and receptivity to all changes. The article states that the project form of implementation of organizational and managerial innovations and temporary target groups is the most promising organizational form of implementation of managerial innovations in companies.
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Bondarenko, S. A. "INTEGRATED MARKETING ADMINISTRATION AS A NEW HOLISTIC CONCEPT OF INNOVATIVE DEVELOPMENT OF WINEMAKING ENTERPRISES." Economic innovations 19, no. 2(64) (July 7, 2017): 25–31. http://dx.doi.org/10.31520/ei.2017.19.2(64).25-31.
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The sectoral structural model of adjacent markets of the wine industry is considered. System imbalance was detected at all levels of vertical integration. It is proved that the regulatory influence on the development of viticulture and winemaking should be focused on the conditions and behavior of the industry and directly or indirectly affect the efficiency of their business processes. It is important to consider integration processes that reflect the levels and the nature of the interaction of market mechanisms of self-regulation and regulatory influences on the part of the state. The main tendencies and problems of development of domestic viticulture and winemaking are highlighted. Trends in winemaking are the reduction of the vineyard area, the imbalance in the varietal composition of the vineyards, which significantly reduces the production potential of domestic winemaking and reflects on the quality and competitiveness of domestic winemaking products. The promotion of winemaking products in the domestic market is slow. Attempts to enter the domestic wine on the foreign market are more spontaneous than a meaningful planned character. The solution of these problems lies within two interconnected areas: on the one hand, the improvement of product quality by the introduction of innovative technologies under continuous scientific support, and, on the other hand, the adaptation of the scientific and experimental process to the needs of a market economy by the transition to an innovative development model. The importance of formation of the market of wine-making products, its balancing with the market of viticulture with the use of marketing tools for managing the effective development of enterprises of the wine-making industry is proved. The essence and possible directions of implementation of the integrated marketing management as the latest holistic conception for activation of innovative development of winemaking enterprises of Ukraine are substantiated. Integrated marketing management (implementation of planned, regulated, coordinated impact on the consumer) is the basis for balancing demand-supply, regulation of export-import activity, innovation development of the industry. Such an approach enables to reconcile long-term industrial goals of development, to determine the current tasks, to make informed management decisions. The concept of holistic marketing focuses on ensuring a balance of interests of all market participants, increasing the competitiveness of the food sector of the economy, developing its resource and investment opportunities, and also provides the necessary feedback to consumers in the regional food market. Taking into account the vertically integrated interaction of adjacent markets in the field of viticulture and winemaking, the holistic concept should include blocks, according to the levels of marketing management, taking into account both horizontal and vertical (raw) integration: international, macromarketing (state / regional), mesomarketing (sectoral - integration of adjacent markets), micro-marketing.
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Aleksandrova, Desislava, and Dimitar Iskrev. "COACHING TECHNIQUES IN MARKETING TRAINING." Knowledge International Journal 31, no. 1 (June 5, 2019): 299–304. http://dx.doi.org/10.35120/kij3101299a.
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The need for new approaches to learning is determined by the requirements for competitiveness in the European Education Area. The need of the modern man for permanent self-development and self-improvement are basic prerequisites for using up-to-date and effective learning approaches. One of the most important criteria for the modernization of vocational education is the modernization of the education process through the introduction of innovative forms of training aimed at increasing student activity and motivation. The use of active training methods and the formation of key competences and attitudes towards lifelong learning are a top priority of the modern school. The role of the teacher is also changing from a communicator of ready-to-assimilate information to a partner in the learning process. The student is becoming an active participant, a partner, a generator of knowledge and ideas. The International Coach Federation (ICF) defines coaching as a partnership between a coach and a client (individual or team) in a process that provokes reflection and creativity and inspires the client to increase their personal and professional potential, which is of particular importance in today's complex and uncertain environment. Coaching enables one to unleash their full potential so that they can succeed, achieve their goals and at the same time feel happy. The atmosphere of partnership that is being created in this process has a strong motivating effect when deciding on an action and choosing means to tackle a challenge. The coaching approach allows for a quick identification of the problems and student's resources - their strengths and weaknesses. The focus is on developing the strengths, which motivates the student and generates a desire for learning and maintaining communication. The innovative thing in coaching is that the teacher stops asking "Why is there a problem?" but rather asks: "How do we achieve what you want?". Thanks to this model of communication and behavior, teachers form in students the same attitude that enables them to define and achieve their goals while accompany them in this process in the most accessible and appropriate manner. The teacher listens actively, asks questions and does not provide ready answers, with such questions evoking thinking and decisions, gives sincere praises and encouragements, follows his/her own "emotional compass" and listens to his/her intuition. The use of coaching techniques in marketing training aims at students acquiring such professional competences in the chosen profession/program of study that will guarantee them finding successful jobs.
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Abdelnaeim, Shrouk Mahmoud, Noha M. El-Bassiouny, and Pallab Paul. "Up-fuse transforming plastic waste into innovative products: the case study of a sustainable Egyptian start-up." Emerald Emerging Markets Case Studies 11, no. 1 (March 1, 2021): 1–13. http://dx.doi.org/10.1108/eemcs-04-2020-0131.
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Learning outcomes Understand the implementation phase of sustainable start-ups. Identifying the 4 Ps of sustainable start-ups. Understand the different types of challenges faced by Up-Fuse regarding their target customers and their value proposition. Highlighting the important strategic decisions that sustainable start-ups have to consider in their business cycle. Analyzing the differences between the market conditions globally and in the Middle East and North Africa (MENA) region. Case overview/synopsis Sustainable entrepreneurship is the type of entrepreneurship that is market-oriented and creative while at the same time putting the environment, society and economy into consideration. Sustainable entrepreneurs offer value through their goods and services that are beneficial or at least do not harm the environment or the society. The case provides background information and facts about doing business in the MENA region and Egypt specifically. Afterward, the case study emphasizes the challenges that are faced by sustainable entrepreneurs in Egypt through analyzing the case of a sustainable Egyptian start-up. The case study is on Up-Fuse, one of the sustainable start-ups in Egypt that produce backpacks, shoulder and waist bags, laptop sleeves, cases and pouches. This case study aims at describing the different challenges and strategic decisions that sustainable start-ups go through in Egypt. Complexity academic level This case targets undergraduate management students, marketing students, master of business administration students, entrepreneurship students and entrepreneurs. This case can be taught in courses with marketing, entrepreneurship and sustainability focus. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.
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Pallari, Maarit. "Smart EcoCUVA – Tools for Food Marketing Strategy." Suomen Maataloustieteellisen Seuran Tiedote, no. 21 (January 31, 2006): 1–8. http://dx.doi.org/10.33354/smst.76790.
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The implementation of the green productivity and marketing concept in agribusiness is a must in the future.Food production is influenced by the environment and society, and vice versa. Today a growing number ofconsumers are aware of the link between environmental and social well-being and fresh, pure, healthy, tastyand safe foodstuffs. Enterprises will have to consider three important aspects of value when doing business:economic, social and environmental value. The foundation of the quality research this study is concernedwith is action research. Action research is a way to analyze sustainable development, the aptness ofagriculture and the marketing opportunities these offer for developing ecoproducts in the SMEs.The study seeks to answer the following questions:- What kind of Classical Utility Value Analyses could be tool of the eco-product?- To what extent can a customer/interest group affect the development and decision-making of ecoproducts?- Is the method a suitable tool for analyzing ecological criterions in the marketing model?Classical Utility Value Analysis is a formal, analytic approach for evaluating and comparing differentalternatives. It is one decision making method of multi-criteria analysis. The roots of utility value analysis,which is one of the mathematical models for analytical decision making, are in the USA and Germany. Themethod is almost 40 years old, of the same age as the manuscript of the values tradeoff. The same historicallanguage is being used to build up new tools, principles and theory. The so-called Smart EcoCUVA hasused both methodologies (Utility value analysis and decision making analysis) when setting the goals andmathematical steps. Research results always give the best available alternative.Making rational decisions for any complex problem requires various analyses of trade-offs (compromises)between conflicting goals (objectives, outcomes) that are used for measuring the results of applying variousdecisions in a wide range of application fields. A typical decision problem has an infinite number ofsolutions, and decision makers are interested in analyzing trade-offs between those that correspond to theirpreferences, which is often called a preferential structure of the decision-maker.Smart EcoCuva analysis helps to assess different alternatives according to a variety of environmentalcriteria associated with enterprises and their products. The analysis methods take account of the monetaryand non-monetary aspects when determining the selection of the best alternative. Smart EcoCuva is themethodological cornerstone for the creation of an innovative concept that will contribute to encouraging theefficient use of natural resources and thereby enhancing sustainability.The Smart EcoCuva tools to be developed aim to be environmentally sound, economically viable, sociallyjust and culturally appropriate. They are a new, science-based reaction of sustainable agriculture to globalatmosphere, as well as constitute an appropriate link between people and nature. New environmentallyfriendly food combines healthy food with people’s lifestyles.
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Bargenda, Angela. "The artification of corporate identity: aesthetic convergences of culture and capital." Qualitative Market Research: An International Journal 23, no. 4 (February 10, 2020): 797–819. http://dx.doi.org/10.1108/qmr-12-2017-0182.
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Purpose The purpose of this paper is to critically examine the claim that artworks and corporate art collections contribute a qualitative dimension to corporate identity by satisfying aesthetic, social and cultural standards. Design/methodology/approach To explore the qualitative research purpose, the theoretical framework is supplemented with in-depth interview data from five European banks. Findings The findings show that corporate art achieves synergies between culture and capital, internal and external communication and thus offers significant opportunities for innovative marketing communication and identity-building strategies. Practical implications The paper provides insights into how the arts interface with branding-related innovations, assisting managers in long-term decisions on value-based branding and identity construction. Social implications Increased arts engagement by corporations creates new synergies between cultural institutions and corporations through partnerships and philanthropic initiatives. Originality/value The originality of the paper is twofold. It thematically explores the under-researched field of art in marketing scholarship. From a methodological point of view, the research design is multidisciplinary and thus delineates new avenues for marketing practice and scholarship.
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Chen, Zhiying. "Exploring the affective factors encouraging engagement with blind boxes consumption." BCP Business & Management 18 (April 13, 2022): 137–47. http://dx.doi.org/10.54691/bcpbm.v18i.547.
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The emergence of blind boxes has promoted the development of China's toy industry. The trend of blind boxes led by POP MART has made other toy brands follow the direction of releasing art toys in the form of blind boxes, and even other industries have followed the blind box surprise marketing method. This study conducted semi-structured interviews with blind box players and industry experts to investigate affective factors influencing consumers' purchasing blind boxes. The study found that consumers tend to make emotion-oriented decisions in the blind box decision-making process, mainly affected by affective motivation and emotion. Emotional influence can also be divided into integral emotion and incidental emotion. In addition, this study also found that the affective factors of first-time purchase and repeated purchase were different. There is a connection between Affective motivation and Integral/Incidental Emotion, which influences each other and promotes the consumer's purchase decision-making process. This research fills in the gaps in the classification and interaction of purchase motivation and emotional factors of surprise products in the decision-making process. It proposes a theoretical model for future research. At the same time, the consumer sentiment factors derived from the study are also beneficial to marketers to seek insight into consumers' psychological needs and conducive to the innovative application of blind box marketing in other industries.
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DZYUBLYUK, Oleksandr. "INNOVATIVE VECTORS OF BANKING SYSTEM DEVELOPMENT." WORLD OF FINANCE, no. 3(60) (2019): 8–25. http://dx.doi.org/10.35774/sf2019.03.008.
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Introduction. In a context of increasing competition in the banking sector, the systematic introduction of advanced products and technologies is a key to successful implementation of business models and the effective conquest and maintenance of relevant segments of the financial market. Therefore, the necessary condition for the effective operation of banks is the development and implementation of an appropriate innovation strategy aimed primarily at optimizing management of resource potential, better meeting existing customer needs, as well as the development and technical improvement of services for an adequate response to all new market demands in accordance with economic changes in the globalized environment. Purpose. The purpose of this article is to substantiate and systematize theoretical views on understanding the essence and main directions of development of the banking system on an innovative basis. The formation of an effective management system for innovation activities should become the most important condition for ensuring the efficiency of the work of commercial banks and achieving their competitive advantage both in the domestic market and in the globalized financial space. Results. The basic theoretical approaches to the assessment of the essence of innovation activity of banks are analyzed and systematized, and the necessity of its consideration from institutional positions for assessing the effectiveness of innovations is determined. The main vectors of activation of the innovation process in commercial banks are substantiated: 1) introduction of innovative banking products and improvement of existing services capable of satisfying the broadest possible range of consumers’ needs in the financial market; 2) change of the concept of advancement of banking services to the users, introduction of innovative methods of their sales and the latest marketing strategies; 3) modernization of organizational structures of the bank and its structural subdivisions in order to increase the efficiency of the operation and speed of implementation of management decisions. Conclusions. Banking institutions, when formulating their own strategy, should consider the innovative vector of development as the most important means of ensuring the stability of its functioning, economic growth and competitiveness, since the efficiency of the bank depends on its ability to meet certain customer’ needs. The results of implementation of such innovations may be reflected in expansion of the client base of the bank, optimization of its branch network and organizational structure, increase of the share of the financial market, reduction of transaction costs of banking operations, and also in ensuring the stability of the bank’s functioning in the long run.
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Li, Chunfa, Shengkai Wang, and Jianqiang Tao. "Diffusion simulation of innovative products based on Lotka-Volterra." Journal of Contemporary Marketing Science 3, no. 2 (July 6, 2020): 169–93. http://dx.doi.org/10.1108/jcmars-01-2020-0003.
Повний текст джерелаАнотація:
PurposeIn view of the particularity of innovative product diffusion under the background of market competition, this paper firstly uses consumer behavior theory to logically deduce the dynamic process of consumer behavior from the perspective of experience theory.Design/methodology/approachBass and Lotka-Volterra model are used to describe and model the consumers' perceptual behavior in competitive environment. On this basis, interactive modeling technology is used to model and simulate the diffusion process of innovative products. Finally, the validity of the model is verified by comparing two scenarios with an example.FindingsThe research shows that the stronger the enterprise's competitiveness, the higher the market share of innovative products, and the positive impact on consumer perceived value, consumer perceived value can promote consumers' second purchase behavior. Positive word-of-mouth and advertising positively affect consumers' purchasing decisions; negative word-of-mouth negatively affects consumers' purchasing decisions.Originality/valueThe interaction modeling technology and AnyLogic software platform are used to simulate the complexity of consumers' experiential perception so as to build the interaction and competition mechanism among different Agent, which realizes the dynamic simulation of the diffusion process of innovative products. This study provides guidance for enterprises to formulate effective marketing strategies.
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D’Amico, Federico, Riccardo Mogre, Steve Clarke, Adam Lindgreen, and Martin Hingley. "How purchasing and supply management practices affect key success factors: the case of the offshore-wind supply chain." Journal of Business & Industrial Marketing 32, no. 2 (March 6, 2017): 218–26. http://dx.doi.org/10.1108/jbim-10-2014-0210.
Повний текст джерелаАнотація:
Purpose In reference to the offshore-wind industry, this study aims to show that innovative purchasing and supply management practices can increase both firm- and industry-level performance. This paper also includes a description of the offshore-wind supply chain, which remains understudied in academic literature, despite increasing global development of offshore-wind farms. Design/methodology/approach Offshore-wind farm projects use more and larger turbines, which greatly increase the complexity of the supply chain. Innovative purchasing and supply management practices, designed to tackle this growing complexity, could help companies achieve the key success factors that define this industry. The evidence comes from real-world, offshore-wind farm projects, with the London Array farm as a principal example. Findings Innovative purchasing and supply management practices include decisions to make or buy, contract forms and local-to-global sourcing. These practices affect the key success factors of the industry by increasing competition, capabilities and control. Originality/value Purchasing and supply management practices could affect industry-level performance. This paper is among the first ones to provide an analysis of the offshore-wind supply chain and its evolution.
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Azim, Rida, and Praveen Balakrishnan Nair. "SOCIAL MEDIA INFLUENCERS AND ELECTRONIC WORD OF MOUTH: THE COMMUNICATION IMPACT ON RESTAURANT PATRONIZING." JOURNAL OF CONTENT COMMUNITY AND COMMUNICATION 14, no. 8 (December 31, 2021): 46–56. http://dx.doi.org/10.31620/jccc.12.21/05.
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Innovative forms of digital communications using blogging, vlogging, etc. have led to wider recognition and acceptance of social media influencer marketing by business entities. The purpose of this study is to explore the characteristics of electronic Word of Mouth (eWOM) generated by food blogging, that has an impact on consumers when they seek out the reviews by social media influencers to make dining decisions. More precisely, the study identifies four independent variables; The expertise of Source (EX); Popularity of Source (PO); Convenience of Information (CO) and Familiarityof Source (FA); and examines its impact on consumers’ Intention to Purchase (IN). The study starts off with a discussion of the coming of digital marketing communication, allowing traditional word of mouth marketing to evolve into the electronic word of mouth. The study followed quantitative methodology and the data was gathered using self-administered questionnaires. 353 usable responses were received, and the data were statistically analyzed using SPSS. The results show that the consumers’ the intention was strongly impacted by the familiarity of source and convenience of information, while the correlation is low for the expertise of source and popularity of source. The findings fill in the lack of studies in this area, specific to the food and beverage industry in the geographical context, and provide marketers a clearer picture of what is being valued by the consumers when they seek out opinions by the social media influencers. This in turn helps their decision-making when choosing food bloggers as part of their social media marketing strategy.
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Klipkova, О., N. Kozmuk, I. Kantsir, and Н. Golub. "METHODICAL PRINCIPLES OF THE IMPLEMENTATION OF THE INSTRUMENTATION OF THE INNOVATIVE CULTURE OF PERSONNEL MANAGEMENT." Financial and credit activity problems of theory and practice 1, no. 42 (March 31, 2022): 384–95. http://dx.doi.org/10.55643/fcaptp.1.42.2022.3385.
Повний текст джерелаАнотація:
Abstract. The article materials are accented to the identification of the concept of the innovative culture of personnel management and the possibility of implementing universal project management methods in its formation. The urgency of the research is determined, first of all, by the need for a constant dynamic correction of techniques and instrument management personnel in order to build an innovative culture of personnel management at domestic enterprises. When writing, analytical and statistical methods are used during the detection and processing of domestic and foreign statistical data, the method of expert assessments in the formation of structural models, historical and logical methods in the extrapolation of the state of the past years for the future. The article materials emphasize the definition and characteristics of the concept of «Innovative Culture of Personnel Management». It is determined that the practical implementation of the instrument of the personnel management of the enterprise needs to use innovative techniques. Among these techniques, it is crucial to underscore Gantt charts, the Dupon method and Game Theory, personal marketing management, and others. Particular attention is focused on a graphical display of a Gantt chart, which reflects the time interval from the time of decision-making on the introduction of innovative methods in managing personnel to increase labor productivity and the growth of other enterprise performance indicators. It is noted that when making decisions on the expediency of changing the existing personnel management culture at the enterprise, it is worth using neural network models based on which it is possible to reveal a causal relationship between the decision and the reaction of the entire organizational system or a separate personality. It is detected that one of the main methods of investigation of the probable results from the introduction of an innovative culture of personnel management at the enterprise is to identify strengths and weaknesses in the process of implementing changes. The study of the LIFT methodological approach that uses the tools of ballroom assessments of the groups of attractiveness indicators of decisions on introducing an innovative personnel management culture and indicators that determine their risks are distinguished. The probability and expediency of using GAP analysis for the comparative characteristics of actual and potential development opportunities are researched and analyzed. It is stated that the use of this information will distinguish at the expertise stage the possibility of practical implementation of an innovative culture tool in full or fragmented scope to determine the means and techniques that will give the greatest effect to develop the intellectual and labor potential of the enterprise. It is proposed to use GAP analysis when implementing an innovative personnel management culture for the restoration strategy and maintaining employees’ mental health, forcing the enterprise’s loyalty system, introducing the foundations of corporate and organizational culture of the enterprise. Keywords: personnel management, innovative culture of personnel management, mental health, personnel loyalty, corporate culture. JEL Classification М12 Formulas: 5; fig.: 3; tabl.: 0; bibl.: 22.
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KLEPIKOVA, Svitlana, Mariia YATSYNA, and Olena DRUHOVA. "Peculiarities of foreign economic activity management of enterprises." Economics. Finances. Law 11, no. - (November 26, 2021): 18–22. http://dx.doi.org/10.37634/efp.2021.11.3.
Повний текст джерелаАнотація:
Introduction. The paper is devoted to the problems of research of features and modern mechanisms of economic regulation of foreign economic activity of enterprises in Ukraine. The purpose of the paper is to improve the scientific and methodological basis for stimulating the development of foreign economic activity of enterprises and substantiation of the theoretical foundations of foreign economic activity of enterprises in order to further their development in the today's globalized world. Results. It is determined that one of the problems of foreign economic activity of enterprises is the problem of inefficient management system, lack of strategic and marketing approaches to enterprise management, and enterprises more often use the technique of short-term adaptation. An enterprise focused on the development of foreign economic activity should develop approaches to improve international marketing, especially in terms of making effective management decisions based on the processing of a significant amount of information data and assessing the factors of the international market environment. The main condition for the adaptation of enterprises to the rapidly changing external environment may be the formation of a system of strategic planning, which provides a more rational use of limited resources, promotes consistent development and implementation of management decisions, focuses on sustainable development in market conditions. The management staff should clearly formulate the principles of strategic research in order to intensify foreign trade in industrial enterprises, and most importantly – formed a marketing strategy for foreign trade. The main means of increasing the potential of foreign economic activity of enterprises are the formation of such economic conditions that would allow due to modernization of production to increase domestic production and services, introduce innovative technologies. Conclusion. In order to improve the foreign economic activity of Ukrainian enterprises, it is proposed to implement a policy aimed at increasing merchandise exports by introducing innovative developments to improve the quality of domestic products, which must meet international norms and standards necessary to create a sufficient level of competitiveness in domestic markets.