Marketing Commons^™

Strategies To Improve Business Performance With Information From Social Media, Taylor Chan

Walden Dissertations and Doctoral Studies

In the past 3 decades, China has experienced rapid economic growth. The China retail market reached renminbi (RMB) 29,651 billion in 2016, up by 10.4% from 2015. Using traditional ways that developed before the Internet era to acquire information regarding customers' changing preferences for products and services in a fast-moving business world is insufficient to support management in the retail industry to make informed strategic decisions. The purpose of this multiple case study was to explore successful customer-centric strategies that business leaders used to improve business performance with marketing information acquired from social media. The population comprised business leaders from …

Developing A Leadership Curriculum 'Innovation, Creativity And Leadership', Pamela Zh Pauwels

Creativity and Change Leadership Graduate Student Master's Projects

Growth and innovation are key drivers to a company’s long-term success. Creativity (creative thinking) is a necessary condition for innovation. Supervisors and managers who are able to build a positive work environment that enables creative and innovative behavior have a competitive advantage. This Master's project focuses on the development of an in-company leadership curriculum to provide leaders and supervisor with theoretical background and a “ toolbox ” to develop their own and their team’s innovative and creative behavior. A pilot version of curriculum was well received and validated the need to gain more understanding on the topic of creativity and …

Digital Transformation And Value Creation: Sea Change Ahead, Srinivas K. Reddy, Werner Reinartz

Research Collection Lee Kong Chian School Of Business

Digital transformation is taking place all around us and there is hardly a single aspect of life that has not been affected. In a traditional sense, digital transformation refers to the use of computer and internet technology for a more efficient and effective economic value creation process. In a broader sense, it refers to the changes that new technology has on the whole; on how we operate, interact, and configure, and how wealth is created within this system. It has become clear by now that the digital transformation has an obvious, lasting, and even revolutionary impact, not only on the …

New Product Development Team Creativity And Innovation: The Role Of Cultural Diversity, Communication, Proximity And Foreign Culture Representativeness, Felix A. Flores

Open Access Theses & Dissertations

This Dissertation explores new product development team creativity and innovation. Section 1 discusses the definition, measurement and relevance of new product development team creativity. It highlights some of the discrepancies in the literature with regards to the definition and operationalization of creativity, and adopts a definition and scale, that will serve as the foundation for section 2 and 3 studies.

Section 2 examines the influence of several dimensions of cultural diversity on new product development creativity and innovation, during differing stages of new product development, and in both co-located and domestic environments.

Section 3 extends section 2 by examining the …

Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos

Selected Honors Theses

In an increasingly turbulent market, marketers are having difficulty predicting consumer demands, and academics are finding that traditional marketing theory is no longer highly effective in making educated marketing decisions. With the growth of Entrepreneurial Marketing (EM) research over the past several decades, researchers have found these practices to be effective not only for SME’s but also for larger firms. Because of this, researchers are offering Entrepreneurial Marketing theory as a solution for all firms seeking a competitive advantage in a volatile market. Entrepreneurial Marketing, which is the innovative, opportunity seeking approach most entrepreneurs and small and medium enterprises (SMEs) …

Strategies Technology Development Marketing Leaders Used To Commercialize A New Product Innovation, Roxie Mooney

Walden Dissertations and Doctoral Studies

Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies …

Marketing Strategies Used By Specialty Photo Retailers To Grow Revenues, Robert Michael Banasik

Walden Dissertations and Doctoral Studies

The advent of digital cameras, including those in smartphones, has caused an upheaval in

the photo industry that led to the bankruptcy of Kodak and the closure of most

independent photo stores. The purpose of this multiple case study was to explore

marketing strategies that specialty photo retailers in the United States have used to grow

revenues after the shift to digital imaging technologies. The conceptual framework of this

study was Rogers's diffusion of innovations model specifying typical movement of

information through communications channels in a social system over time. Data sources

included semistructured interviews with 5 photo retailers, photos …

Creativity, Design And Management In Australian Fashion Enterprises, Bruno Santarelli

Theses: Doctorates and Masters

In this study a number of Australian fashion enterprises are investigated in an effort to understand how product development is managed and creativity facilitated. Of particular interest was the interaction between the various actors in the creative process and the manner in which they influenced creative output. The study was underpinned by a wideranging review of the literature that reflects the multidisciplinary nature of creativity and innovation in business.

The study is timely because Australian fashion enterprises are operating in an increasingly challenging market with a perfect storm of competitive drivers at play. Technology enables instant dissemination of fashion trends …

On Contemporary Leadership And Branded Organizations, Mark Bloemhard

Antioch University Dissertations & Theses

This qualitative study examined a leader’s enigmatic decision-making process guiding innovative and complex organizations—organizations that are not able to rely on market research or the precedence of industry emulators for making strategic decisions. Leaders of highly creative organizations regularly make catalytic decisions that have fateful outcomes; their ability to recognize and appropriately adjudicate complex and unpredictable market forces determine the consequences. Such influential choices often require a deep level of intuition with very little research and time to decide. The purpose of this dissertation has been to develop a framework that presents Brand Leadership as a distinct and viable leadership …

Scholarly Pursuits: Business Insights From Driehaus Faculty Research

Business Exchange

Lessons in Marketing from the "Obama Model"; Lack of Self-Awareness at Work Hurts Team Performance; Award-Winning Research Sheds Light on Shareholder Activism

Business Framing For Analytics, Beverly Wright

Atlantic Marketing Association Proceedings

Both the academic and business practitioner communities are faced with the challenges of discovery, innovation, and constant learning of their field, particularly within the marketing discipline, where content, processes, and even structure are dynamic in nature, with constantly evolving interests and focus. A solid research agenda with excellent analytics to address pertinent business questions is crucial for successfully expanding our understanding of the marketing function.

Impact Of Innovation Variables On Quality Of Pharmaceutical Products Packaging, Solmaz Sadat Naghavi Alhosseini, Habibollah Danai, Mehdi Nassaji Kamrani

Journal of Applied Packaging Research

Emergence of new demands in consumers due to changes in consumption habits and patterns and also increased awareness of health issues among consumers can pose the need to provide new and innovative packaging. Innovation in packaging, in addition to product introduction, has been the main factor to differentiate product from competitors' offerings, and has played an important role in marketing, whilst is considered as the main selling factor. On the other hand, given the economic conditions today, quality is a crucial component in the packaging and appears to be a prerequisite for entering the labor market.

This study aimed to …

How To Build A Learning Capability For Innovation? A Framework Of Market-Based Learning Process, Hyun Jung Lee, Jeong Eun Park, Jae Hyun Pae

Asia Marketing Journal

Learning organization has been an important issue in both management and marketing areas. Also learning capability is a key construct of innovation process in a firm. Especially, in marketing context, several researchers have studied market-based learning and its relation with performance. Previous studies have shown that market-based learning has a positive impact on overall firm performance. However, there has been inconsistency in the concept of market-based learning itself and its relationships with antecedents and consequences. Given this conflicting and inconsistent results of previous research, this study has two main objectives. First, this paper proposed a conceptual framework that marketbased learning …

Become A Future-Focused Leader: Use Three Megatrends To Grow Your Rural Business, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative

No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. This article discusses three megatrends shaping the future of rural businesses:

1) The Rise of the #GigEconomy

2) Living with Purpose and Meaning

3) The Decentralized Marketplace

The article also provides coaching tips for rural entrepreneurs on how to use megatrends to grow their businesses.

While many companies are struggling to keep up with the rapid rate of change, …

Innovation And Leadership: When Does Cmo Leadership Improve Performance From Innovation?, Adam J. Bock, Andreas B. Eisengenrich, Dmitry Sharapov, Gerard George

Research Collection Lee Kong Chian School Of Business

Ensuring that organizational innovation generates value increasingly requires effective marketing management. Prior studies, however, report conflicting effects of chief marketing officer (CMO) leadership on how well the firm exploits innovation. These inconsistencies may be associated with firm-level innovation effort, customer focus, and industry type. We analyze archival data from 587 interviews with global CEOs to explain the effect of CMO leadership on outcomes of organizational innovation. CMO leadership of the firm's primary innovation mode is positively associated with product-market innovation effort but not marginal revenue from innovation. CMO leadership also moderates the relationship between customer focus and innovation revenue. Predictive …

Aekyung : Design Innovation On New Product Development, Changjo Yoo, Kyungdo Park, Yeonjin Cho

Asia Marketing Journal

Because of fierce competition, the importance of product design has been emphasized. In this case study of Aekyung, we mainly focus on this company’s efforts to incorporate design innovation into new product development process. Their efforts on innovative product design turn out to be rewarding as the sales and market share soar. Through this case, we try to identify what aspects of Aekyung’s efforts lead to the better and more innovative product design.

Profitability And The Financial Strategies Of Women-Owned Small Businesses, Kellie J. Emrich

Walden Dissertations and Doctoral Studies

The fastest growing segment of business development in the United States comes from small business start-ups, with 42% of these businesses being women owned. Women-owned businesses are annually 25% less profitable when compared to the average small business in the United States. Based on the theory of planned behavior, the purpose of this single exploratory case study was to investigate how women small business owners and their employees use financial strategies to increase the profitability of their businesses. Data came from semistructured interviews with 1 woman business owner and 5 business consultants who work for the women-owned small business. The …

Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan

AMTP Proceedings 2014

Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …

Innovation And Entrepreneurial Ventures In Sport: Branding Athletes Through Use Of New Media And Technology, Khalid Ballouli, John Grady, Brandon Brown

AMTP Proceedings 2013

Due to the growing capacity of modern technology to build brands through digital integration and social media networking, athletes have begun to create their own digital presence in efforts to reach a wider target audience. As such, entrepreneurs who develop integrated networks of traditional marketing and social media strategies—designed to increase brand influence in the digital space—are beginning to develop ways in which to capitalize on the monetization of the digital athlete brand. Digital athlete branding involves creating a digital presence for the professional athlete through the development of personal websites, social networks, and new media to provide unique fan …

Learn What The Luxury Suite Customer Wants!, Peter Titlebaum, Jim Blair, Matthew Brown, Ronald Dick

AMTP Proceedings 2013

In the current difficult economy and global marketplace, there is more competition than ever for businesses to earn and retain sales from customers in each of their respective industries. That is no different in the sports and entertainment industry, particularly in luxury suite sales for stadiums, arenas, and ballparks. In many instances, companies are asking customers about their preferences in regards to current product offerings and about innovations within their company and industry. By listening to the voice of the customer, companies can increase sales, improve client relationships, add to current product offerings, create new and innovative products, and earn …

Injecting Intelligence, Nirmalya Kumar, Phanish Puranam

Research Collection Lee Kong Chian School Of Business

India's highly qualified workforce is enabling it to lead the way in process innovation. Nirmalya Kumar and Phanish Puranam examine how Indian companies inject intelligence into the often mundane.

Gifticon, An Innovative New Service Standing At Crossroads, Sang Hoon Kim, Hee Jin Kim

Asia Marketing Journal

Gifticon is an innovative new service of SK Marketing & Company. Launched in the end of 2006 for the first time in the world, the mobile gift certificate is in the form of a SMS message that bears a bar code to exchange with real products sent to the intended recipient through internet portal, messenger or/and mobile phones. The service started by connecting individuals (B2C business) and was expanded to the new marketing tools of companies (B2B business). While the business took off with soft progress in the initial year of launch, Gifticon business finally gained its momentum in the …

Science Diplomacy With Swissnex China: A Swiss Nation Brand Initiative, Flavia Schlegel, Olivier Jacot, Marc Fetscherin

Faculty Publications

Switzerland has a long tradition of expertise in the fields of science, research and education, with “science diplomacy” (SD) now assuming an important role for innovation economies. Past experience shows that international scientific cooperation can have valuable outcomes for the involved countries and complements traditional foreign policy and diplomacy. In Switzerland, a worldwide network of science and technology outposts under the auspices of the Swiss State Secretariat for Education and Research (SER) in cooperation with the Federal Department of Foreign Affairs (FDFA) was established in 2000. The very swissnex network around the world defines one of those established science diplomacy …

Slides: Adapting To Climate Change: Lessons Learnt From The Australian Water Experience, Will Fargher

Conversation with Water Management Reps from Colorado and Australia: "Adapting to Climate Change: Lessons Learned from Australia" (February 14)

Presenter: Will Fargher, National Water Commission, Australian Government

18 slides [4 have titles only and are missing images]

Mir Talks To Vinita Bali, Managing Director And Ceo Of Britannia Industries, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Today we live in a truly global economy, no matter whether we talk about goods, services or manpower. Whereas economic growth rates in Europe and North America remain moderate, many Asian countries are booming despite last year´s economic downturn. This is reason enough for MIR to take a closer look at one of the rising stars: India. In June 2010, MIR talked to Vinita Bali, one of the few female CEOs of leading companies, who has worked in influential marketing positions on five continents. In describing how Britannia, one of the most famous Indian brands, handles everyday business and marketing …

Sustainability Through Profitability: The Triple Bottom Line, Connie I. Reimers-Hild

Kimmel Education and Research Center: Presentations and White Papers

Today’s highly competitive, globalized world requires organizations and businesses to think differently about how they are going to stay in business. Businesses can no longer afford to focus on profits as their sole purpose for existence. Organizations must instead think about the “Triple Bottom Line” and its implications for their ability to grow their brand, customer loyalty and profits.

Exploring Antecedents Of Consumer Resistance Towards Microgeneration Technologies In Ireland, Marius Claudy, Aidan O'Driscoll, Rosanna Garcia, Michael Mullen

Conference papers

The diffusion of microgeneration technologies like micro wind turbines provides great potential to reduce CO2 emissions, ease fossil fuel dependency and stabilize energy costs. The uptake of microgeneration technologies among home owners, however, remains low and they are often referred to as resistant innovations. Consumer resistance to innovations is a generally under-researched area and empirical evidence is scarce. The research presented in this study is based on a large scale study around micro wind turbines, which was conducted with home owners in the Republic of Ireland in 2009. The contribution of this study is twofold. Building on recent advances in …

Editorial For Dynamics Of Innovation And Competitive Strategy In Transportation Research, Janet K. Tinoco

Management, Marketing and Operations - Daytona Beach

No abstract provided.

Consumer Awareness In The Adoption Of Microgeneration Technologies: An Empirical Investigation In The Republic Of Ireland, Marius Claudy, Claus Michelsen, Aidan O'Driscoll, Michael Mullen

Articles

Despite major policy and marketing efforts, the uptake of microgeneration technologies in most European countries remains low. Whereas most academic studies and policy reports aim to identify the underlying reasons why people buy these new technologies, they often fail to assess the general level of consumer awareness. The process of adopting an innovation, however, shows that awareness is a prerequisite which needs to be understood before adoption can be addressed. This paper takes a closer look at awareness of microgeneration and presents the results from a nationally representative study conducted in the Republic of Ireland. Findings from logistic regressions clearly …

Innovation And Commoditization: Asian Cross Border Sourcing Practices, Sudhi Seshadri

Research Collection Lee Kong Chian School Of Business

What constitutes better sourcing performance? The question is gaining prominence from recent work in the resource based view of the firm where interest in functional performance is growing. The paper addresses this question by investigating several dimensions of sourcing practices. Two main performance priorities are captured by supply innovation and supply commoditization, and we develop several hypotheses involving these constructs. The paper reports on our survey research with Asian purchasing managers; scales that measure supply innovation and commoditization; and the estimates of a path analytic model to test our hypotheses and provide relative effect sizes. The results contribute to a …