Business Commons^™

The Changing Face Of Pester Power, Margaret-Anne Lawlor

Articles

No abstract provided.

An Exploration Of The Gaps Between Theory And Practice In Fashion Retail Segmentation: A Developmental Paper., Amanda Ratcliffe

Conference proceedings

This developmental paper reviews the literature on market segmentation in the context of the fashion retail sector with specific regard to the mature female consumer of fashion. The paper identifies two gaps between the academic theory and marketing practice: The first gap relates to the prevalence of developing complex, statistical models of segmentation in the literature, while there is a paucity of guidelines for practitioners to implement segmentation projects in practice.

The second gap exists in relation to the segmentation and targeting practices of fashion retailers who are still practising an “only youth = fashion” approach (Jackson and Shaw, 2009). …

B2b Social Media Marketing: From Information To Decision To Retention, Roisin Vize, Monique Sherrett

Books/Book Chapters

Social networks in a business context, are referred to as two or more connected business relationships, where an ‘exchange’ exists between business partners. The concept of a ‘network’ is based on the establishment of ties between individuals, groups of people, organizational departments or corporations, that leads to the creation of social networks (Michaelidou et al., 2011:1154). Advances in web-based technology and innovation have changed the nature of social networks. Where traditional social networks involve personal and social interaction of people these interactions are now mediated by computers and web connected devices such as mobile phones, laptops, and e-notebooks. The advent …

A Proposed Framework For Measuring The Effectiveness Of Social Media: A Study Of Irish Tourism, Colm Barcoe

Practitioner Journals

Over the past five years, visitations of American holidaymakers to Ireland have grown exponentially owing to the online strategies of Tourism Ireland, a Destination Marketer (DMO) with a meagre budget which is extended by their understanding of best practices to maximise their monetary allowance. This suggested framework incorporates a range of Key Performance Indicators (KPIs) such as financial, marketing and operational that offer a scale of measurement from which the Irish DMO can monitor the success of each promotional campaign when targeting the US and Canada. These are presented not as final solutions but rather as suggestions based on empirical …

University-Based Technology Start-Up Incubators – Evaluating Their Contribution To The Co-Production Of Knowledge, Innovation And Growth. Experience From The Edge, Anthony Paul Buckley, Stephen Davis

Articles

Policy makers in developed economies see merit in supporting the innovative abilities of technology entrepreneurs. It is hoped that from these highly–educated entrepreneur(s), new technology and service–based firms (NTBFs) can emerge. Indeed empirical evidence suggests that it is fast-growing young innovative firms which provide the bulk of new employment growth (Henrekson & Johansson, 2010; Storey & Greene, 2010). Start-up incubators are one of a number of micro-policy interventions with which states attempt – primarily through publically funded higher education Institutions - to support technology entrepreneurs to develop and commercialise their innovations. Incubator numbers have grown globally from their first appearance …

Beauty Bloggers And Youtubers As A Community Of Practice, Valerie Gannon, Andrea Prothero

Articles

Much consumption-related activity online is outside of what is understood traditionally as community and is via user-generated content (UGC), of which blogs and YouTube channels in particular dominate in the beauty sphere. Community of practice (CoP) theory from social learning and organisation studies offers an alternative way to understand these consumption-based UGC practices. This study combines data from 25 interviews with bloggers and YouTubers and their blog posts and videos. Among these UGC creators we find mutual engagement, shared repertoires and joint enterprise. This paper theorises consumption-based UGC creators as a CoP and contributes insights for mangers as to how …

In League? Destination Marketing Organisations And Football Clubs In The Virtual Space, Gerard Dunne, David Proctor, Sheila Flanagan

Articles

Logic dictates that Destination Marketing Organisations (DMOs), while representing many stakeholders, should leverage a location’s most visible assets to enhance the attractiveness of the destination at any given opportunity. This study examines the manner and extent to which four major European football franchises are mentioned and promoted on the official digital marketing platforms of their respective cities; Amsterdam, Barcelona, Manchester and Munich. A tailor made content analysis tool is used to conduct a systematic investigation of the virtual platforms over which the DMOs of these cities exert a modicum of control. The content of these platforms is scrutinised from three …

Understanding How Immigrant Entrepreneurs View Business Opportunity Formation Through Ethnicity, Kingsley C. Njoku, Thomas M. Cooney

Books/Book Chapters

Given that international research is now consistently showing higher rates of entrepreneurial activity from immigrants above native people, research regarding our understanding of how immigrant entrepreneurs view business opportunity formation remains underdeveloped. Based upon a review of the literature, this chapter examines how ethnicity relates to business opportunity formation through constant interactions. It also introduces the Visual Mixed Embeddedness Framework as an empirical lens for understanding the differences in the business opportunity formation process models between immigrant and native entrepreneurs. By explaining how factors and traits from both home and host countries impact upon the immigrant entrepreneurial business activity process, …