Business Administration, Management, and Operations Commons^™

A Proposal Digital Marketing Strategy For Marcheluzzo Srl: Training And Evaluating A Prediction Model For The Number Of Adv. Impressions, Charles Alves De Castro

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This research aims to describe a digital marketing strategy elaborated to be deployed in the MarcheluzzoSrl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the …

Incentivizing And Re-Engaging Lapsed Health Club Members, Teresa Hurley, Corinne Faure, Seamus Kelly

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Purpose – This quantitative research paper examined factors influencing re-engagement intentions and re-engagement behavior of lapsed health club members and identified which sales promotion incentives are most effective in re-engaging this lapsed member market. While previous studies examined reengagement intentions and re-engagement behavior in isolation, no research could be located which examined both simultaneously and the impact of promotion incentives in the health and fitness industry.

Design/methodology/approach – Study A (mail survey) examined re-engagement intentions of one hundred lapsed members of a medium size suburban health club. Study B (an experimental field study) measured actual true re-engagement behavior using price …

Entrepreneurial Process Studies Using Insider Action Research: Opportunities & Challenges For Entrepreneurship Scholarship, Kisito Futonge Nzembayie, Anthony Paul Buckley

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This paper examines the opportunities and challenges of adopting Insider Action Research (IAR) in entrepreneurial process studies. It employs a critical reflexive and narrative approach in examining our own lived experience in a real-time digital entrepreneurial journey spanning three years while triangulating it with experiential knowledge in another role as dissertation supervisors. Our live case illustrates that IAR, when it combines reflective practice, cooperative inquiry and design science, represents a suitable but under-exploited methodology for entrepreneurship scholarship. We build on this knowledge to offer a model for incorporating this methodology in entrepreneurship research and education. Consequently, we contribute towards responding …

Exploring The Relationship Between Immigrant Enclave Theory And Transnational Diaspora Entrepreneurial Opportunity Formation, Osa Godwin Osaghae Dr, Thomas M. Cooney

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Immigrant Enclave Theory (IET) investigates the concentration and localisation of immigrants in a specific geographic area. Some IET studies have highlighted the resilience of these communities and described such enclaves as sources of mutual support, collective political power and beneficial social relationships. Other studies have examined the influence of IET on immigrant entrepreneurial activity within these geographic areas, although some of these studies have highlighted IET as a contributor to low profit margin businesses due to over-representation of immigrant enterprises within the same sector and geographic locality. This article considers the potential for Transnational Diaspora Entrepreneurship (TDE) as an alternative …

From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta

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This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.

Using Drawings To Understand Perceptions Of Civic Engagement Across Disciplines: ‘Seeing Is Understanding’, Sharon Feeney, John Hogan

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In this article, we wish to investigate if disciplinary differences exist among students when considering the topic of civic engagement. We use freehand drawing to create a learning environment in the classroom wherein students can seek to develop meaningful associations with civic engagement. The drawings examined here, produced by three different class groups, provide insights into how young adults perceive their society and their place in it, and thus communicate their understanding of civic engagement. Freehand drawing, in bypassing cognitive verbal processing routes, leads students to produce clearer and more holistic images. It allows them to put into visuals a …

The Moderation Effect Of Social Factors On Marketing Factors In Consumer Research, Xiaochuang Wu, Helen Chen, Xiaohong Li

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Consumer research tends to isolate the impact of marketing and social factors. Little has been done to include both. This paper aimed to find out what would happen when these two sets of factors are included. Two models were built in this paper, Model I with the marketing factors only and Model II with both the marketing and social factors. Data was collected in Ireland among more than 1473 transition year students in a personal survey regarding their willingness to learn Chinese. Data were analysed by using structural equation modelling (SEM). Results showed the two social variables, acculturation and intergenerational …

Understanding The Attitude-Behavior Gap For Renewable Energy Systems Using Behavioral Reasoning Theory, Aidan O'Driscoll, Marius Claudy, Mark Peterson

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Consumer adoption of renewable energies is an important step towards less carbon-intensive and more sustainable energy systems. But despite growing ecological awareness and articulated preferences for green products, renewable energies face slow rates of diffusion in consumer markets. This has been hard to explain given consumers’ favorability to the concept of products that lower one’s impact on the natural environment. This study uses data from 254 homeowners in Ireland to investigate the psychological process of adopting a renewable energy system – solar energy panels. Applying Behavioral Reasoning Theory (BRT), this research examines a proposed model in which reasons both for …

Including The Customer In Efficiency Analysis:Evidence Of A Hybrid Relational-Transactional Approach, Joseph Coughlan, Estelle Shale, Robert Dyson

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Purpose This paper illustrates the effect of including the customer as a resource in efficiency measurement. Variations in counting the customer illustrate the different impacts on efficiency between a transactional and a relational approach to bank branch marketing. Design/methodology/approach The paper uses Data Envelopment Analysis (DEA) to analyse the efficiency of the branch network under consideration. This technique, while well established in the bank branch efficiency literature, is used here to gain insight into how relationship and transactional paradigms are affecting performance. Findings Although the average profile of the efficiency scores was similar, the scores of the individual branches differed …

The Strategic Response Of Dublin's Traditional Department Stores To Intensifying Competition, Edmund O'Callaghan, Mary Wilcox

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In Dublin city competition within the retail sector is intensifying and city-centre department stores, in common with other traders, face many challenges. Indigenous retailers must contend not only with each other, but also with an on-going invasion of international retailers who have been attracted by Ireland’s booming economy. UK multiples have made major in-roads into Dublin's retail scene and the city centre's latest shopping mall, The Jervis Centre, is so dominated by UK retailers that it has been christened 'Little Britain' In the past fifty years, many of Dublin's once dominant department stores have succumbed to the vagaries of retailing. …