Marketing – from Information to Decision Journal最新文献_第2页

A First-Mover Lost Market Opportunity: a Case Study 先行者失去市场机会:一个案例研究

Marketing – from Information to Decision Journal Pub Date : 2019-06-01 DOI: 10.2478/midj-2019-0004

Shamsul Huq Bin Shahriar, M. Islam, Md. Fayjullah Khan, S. Arafat, S. Rahman

{"title":"A First-Mover Lost Market Opportunity: a Case Study","authors":"Shamsul Huq Bin Shahriar, M. Islam, Md. Fayjullah Khan, S. Arafat, S. Rahman","doi":"10.2478/midj-2019-0004","DOIUrl":"https://doi.org/10.2478/midj-2019-0004","url":null,"abstract":"Abstract This case discusses about a restaurant named ‘Spicy Chicken’ shares a common boundary with a university. This university, known as East West University is recognized as a well-established and renowned brand for more than a decade. Recently it has relocated to a new campus, in a new location on the other side of the city, an un-established area known as ‘Aftab Nagar’. Unfortunately, ‘Aftab Nagar’ lacks the usual urban norm; unlike the rest of Dhaka city. To cater the daily meal including breakfast, lunch and dinner for a student crowd of ten thousand along with the hundreds of faculty members and university staffs as well as the neighborhood, the restaurant came into operation; keeping the university in its eyes solely as the prime target market. In spite of being the first-mover in the local market the restaurant could not utilize the opportunity. The authors, have attempted to explore the case of Spicy Chicken in light of service failure and recovery theory. The major finding of this study propose that Spicy Chicken lost its market opportunities due to a multitude of reasons consisting core service failure, process failure and unfairness perceived due to distributive justice and interactional justice.","PeriodicalId":151547,"journal":{"name":"Marketing – from Information to Decision Journal","volume":"63 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130005488","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Integration of Behavioural Change Models in Social Marketing Programs in Public Health 行为改变模型在公共卫生社会营销计划中的整合

Marketing – from Information to Decision Journal Pub Date : 2019-06-01 DOI: 10.2478/midj-2019-0003

Oxana Savciuc, A. Timotin

{"title":"The Integration of Behavioural Change Models in Social Marketing Programs in Public Health","authors":"Oxana Savciuc, A. Timotin","doi":"10.2478/midj-2019-0003","DOIUrl":"https://doi.org/10.2478/midj-2019-0003","url":null,"abstract":"Abstract The aim of the paper is to provide a conceptual theoretical framework of the integration of the theories and models of behavioural change in the marketing mix of the social marketing programs applied in public health. A second purpose is to highlight the benefits of social marketing over alternative techniques used in programs that are designed to influence health behaviour. The research is a conceptual one, that uses both theoretical (through examination of theories and concepts) and applied approaches (through examination of particular cases and examples). In the specialized literature there are presented multiple models/theories of behavioural change, but their specific application in the marketing mix of the social marketing programs is insufficiently described. The need to use these theories in the public health sector arises from the extended application of social marketing in this field and the specificity of the domain. Eight main theories of behaviour change were studied according to their purpose, variables (possibility of segmentation) and limits. Accordingly, the study presents how these theories can be integrated in the process of social marketing implementation in defining the marketing mix strategy. In this regard, it is important to underline the advantages of using social marketing (in contrast to alternative techniques like PRECEDE/PROCEED or the ecological models), namely: it is based on consumer orientation, uses marketing research, creates attractive exchanges, considers competition, uses the marketing mix, ensures management of the processes. In addition, some elements of the alternative techniques can be taken over in the application of social marketing. Social marketing is a very useful practical tool, but it needs a well-grounded theoretical support in order to gain ground in front of other similar theories. This paper tends to enhance the theoretical tools available for researchers and practitioners.","PeriodicalId":151547,"journal":{"name":"Marketing – from Information to Decision Journal","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116057119","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3

It’s a Relationship Business! An Embedded Network’s Internationalization as a Process of Sense-Giving and Sensemaking: The Case of Japan, Shipping Industry 这是关系生意!嵌入式网络的国际化:一个赋予和制造意义的过程——以日本航运业为例

Marketing – from Information to Decision Journal Pub Date : 2019-06-01 DOI: 10.2478/midj-2019-0002

Zsuzsanna Járfás

引用次数: 0

Colour in Online Advertising: Going for Trust, Which Blue is a Must? 网络广告中的色彩:追求信任，哪种蓝色是必须的?

Marketing – from Information to Decision Journal Pub Date : 2019-06-01 DOI: 10.2478/midj-2019-0001

Peter Broeder, H. Snijder

{"title":"Colour in Online Advertising: Going for Trust, Which Blue is a Must?","authors":"Peter Broeder, H. Snijder","doi":"10.2478/midj-2019-0001","DOIUrl":"https://doi.org/10.2478/midj-2019-0001","url":null,"abstract":"Abstract In an online environment the customer relies heavily on cues that indicate that an electronic vendor (e-vendor), can be trusted (especially in comparison with an offline shopping environment). Several studies investigated the factors that reduce mistrust in an online environment. However, little is known about the effects of colour on the process of establishing trust between e-vendor and consumer, and purchase intention. The current body of studies on the effects of, specifically, the colour blue on trust in an online environment also show contrasting results. Further, the literature review revealed that (value) variations of colours have different effects on human behaviour, or perception. It was also argued that the effect of blue on trust and behaviour would be greater for people from cultures that are generally more risk averse. The aim of the present study, therefore, was to investigate the effect of two different values of blue (i.e. lighter and darker valued) on trust and the intention to book an accommodation, differentiated by culture. In an online experiment 91 Chinese and 125 Dutch respondents (average age 27 years) were presented with an accommodation offer displayed within either a predominantly darker, or lighter valued blue environment. The results showed an indirect (mediating) effect of trust on the relationship between the predominantly darker coloured blue environment and booking intention. There was no evidence for the hypothesized moderating effect of culture. To conclude, this study contributes to a better understanding of the effects of (value) variations of colour in an online environment on human behaviour, and perception. The use of dark blue colour schemes in an online environment can be recommended to e-vendors. Especially in online environments in which the customer is more involved (e.g. financially) or vulnerable in the (purchasing) process, and thus more cues are needed to win a visitor’s trust.","PeriodicalId":151547,"journal":{"name":"Marketing – from Information to Decision Journal","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129867880","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 8

Instruments of Developing Social Marketing in Public Health 发展公共卫生社会营销的工具

Marketing – from Information to Decision Journal Pub Date : 2019-06-01 DOI: 10.2478/midj-2019-0005

A. Timotin

{"title":"Instruments of Developing Social Marketing in Public Health","authors":"A. Timotin","doi":"10.2478/midj-2019-0005","DOIUrl":"https://doi.org/10.2478/midj-2019-0005","url":null,"abstract":"Abstract This paper examines the way in which social marketing can be developed in public health and provides a set of practical instruments in this regard. Social marketing is an important tool in generating behavioural change and its usefulness in public health was proved by previous studies. However, it is still overlooked by many public health specialists, mainly because they lack basic instruments in this regard, especially knowledge and technical support. This study provides an opportunity to advance the implementation of social marketing and it priorly addresses to: national authorities in developing public health policies and strategies, medical curriculum developers, teachers, project managers and team members of health promotion programs. The research is interdisciplinary, applicative, descriptive, with a qualitative approach, based on logical-deductive reasoning. The novelty of the paper is expressed by the proposed total framework of implementing social marketing in public health, that comprises three dimensions: political, training and collaborative. The political dimension implies a unified application of the concept at the national level through specific strategies and encouraging program developers to use marketing techniques in influencing health behaviour. The training dimension implies courses provided at different levels and stages of training: students, master students, specialists. The collaborative dimension requires the creation of joint teams and clear distribution of roles for each member, of which at least one should be a specialist in social marketing. According to these three dimensions, the study describes three instruments (a guide, a curriculum and a sketch of the team) that were created for developing social marketing in public health in countries like the Republic of Moldova, where the concept is still not widely known and accepted. This study tends to give support for researchers in promoting social marketing techniques.","PeriodicalId":151547,"journal":{"name":"Marketing – from Information to Decision Journal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127451752","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Informational Support in Educational Marketing Decision-Making Process in the Republic of Moldova 摩尔多瓦共和国教育营销决策过程中的信息支持

Marketing – from Information to Decision Journal Pub Date : 2018-12-01 DOI: 10.2478/midj-2018-0006

Lucia Casap

引用次数: 3

Service Recovery Strategies versus Customers’ Expectations, Race for Sustainability: a Qualitative Study on Micro Brands 服务恢复策略与顾客期望，可持续发展竞赛:微品牌的定性研究

Marketing – from Information to Decision Journal Pub Date : 2018-12-01 DOI: 10.2478/midj-2018-0009

Shamsul Huq Bin Shahriar, S. Arafat, Md. Fayjullah Khan, M. Islam

引用次数: 4

Internationalization of Japanese Business Groups – Literature Review 日本企业集团的国际化——文献综述

Marketing – from Information to Decision Journal Pub Date : 2018-12-01 DOI: 10.2478/midj-2018-0008

Zsuzsanna Járfás

{"title":"Internationalization of Japanese Business Groups – Literature Review","authors":"Zsuzsanna Járfás","doi":"10.2478/midj-2018-0008","DOIUrl":"https://doi.org/10.2478/midj-2018-0008","url":null,"abstract":"Abstract The internationalization of Japanese business groups (JBG) have been subject to intense scrutiny since JBG shot to world stage in the 1980’s. Studies on the internationalization of JBG have been fragmented in scope and have mainly focused on specific behaviors e.g. mode of market entry, knowledge creation, knowledge flows between headquarters and overseas subsidiaries, overseas market development and sales strategies, to name a few. Little attention has been paid, however, to explaining the reasons behind these behaviors. This literature review aims to contribute to filling this gap by recognizing the internationalization’s embeddedness in the country’s institutional environment, thus providing a more nuanced understanding of the drivers behind these behaviors as well as the intrinsic obstacles that may hinder the outcomes of these internationalization efforts. This study also hopes to answer the theoretical question called for by (Zaheer, Gözübüyük and Milanov, 2010) in their excellent work “It’s the connections: The network perspective in interorganizational research: “How do organizations balance the benefits of trust and embeddedness with the costs of lock-in and inflexibility with the same set of partners?” The holistic perspective of this review has wide ranging managerial implications in terms of effective intra-organizational dialogue, stakeholder management, organizational knowledge management, among others.","PeriodicalId":151547,"journal":{"name":"Marketing – from Information to Decision Journal","volume":"68 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126183873","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Inspire to Hire and Win the War for Talents 激励招聘，赢得人才争夺战

Marketing – from Information to Decision Journal Pub Date : 2018-12-01 DOI: 10.2478/midj-2018-0010

Doru Șupeală

{"title":"Inspire to Hire and Win the War for Talents","authors":"Doru Șupeală","doi":"10.2478/midj-2018-0010","DOIUrl":"https://doi.org/10.2478/midj-2018-0010","url":null,"abstract":"Abstract In the context of a highly dynamic labour market, with the entry of the Y and Z generations in the active workforce and the shift of power balance from employers to employees, the corporate employer brand becomes a strategic element and part of the non-material capital that each company can use to attract and retain top talents and, consequently, to get business performance. This paper proposes a modern vision of leadership and talent management, in which collaboration, empathy, democratization of decisions, development of emotional connections and increasing the level of freedom for employees contribute to building an effective, attractive and sustainable Employer Value Proposition. By integrating Human Resources and Marketing management principles, objectives, activities and tactics, companies should focus on authenticity in their communications, in order to win employees’ minds and hearts in the contemporary very intense competition for talents. We suggest updating the traditional Marketing Mix to 15 elements, in order to support Employer Branding Strategies and to reach the Employer of Choice status. The essential objective is the development of a deep relationship between employees and companies, in the form of a transaction with dual value, financial and emotional at the same time. Loyalty is seen as superior and consecutive to solidly applied retention, adding emotional value to the material benefits offered by the companies to their employees.","PeriodicalId":151547,"journal":{"name":"Marketing – from Information to Decision Journal","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133564840","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

The Impact of Destination Image on Tourists’ Satisfaction and Loyalty in the Context of Domestic Tourism 国内旅游背景下目的地形象对游客满意度和忠诚度的影响

Marketing – from Information to Decision Journal Pub Date : 2018-12-01 DOI: 10.2478/midj-2018-0007

F. Herle

{"title":"The Impact of Destination Image on Tourists’ Satisfaction and Loyalty in the Context of Domestic Tourism","authors":"F. Herle","doi":"10.2478/midj-2018-0007","DOIUrl":"https://doi.org/10.2478/midj-2018-0007","url":null,"abstract":"Abstract Tourism is an extremely complex field and in order to understand its complexity, none of its components should be left aside. That's why, as many other researchers have done before, the present paper aims to analyze the central element of the entire tourist activity: the tourist. Based on the impressions, opinions and thoughts of Romanian tourists, we tried to determine to what extent the image of the destination they have recently visited has an impact on the satisfaction and loyalty they have towards that destination. Therefore, this paper represents a market research aimed at assessing the image of the Romanian tourist destinations as perceived by the Romanian tourists who visited them and to what extent their satisfaction and intentions to revisit/recommend can be influenced by it. The sample consisted of 200 Romanian tourists, contacted both directly and through social networks, who have visited a tourist destination in Romania with at least one night of accommodation in the last 5 years. Following the statistical analysis of the answers provided, it was found out that there are a number of elements of major importance for the Romanian tourists, while other aspects have a slightly influence on their satisfaction and loyalty. The conclusions of this research should be taken into account by all the stakeholders involved in the development and promotion of tourist destinations in Romania, as the contribution of tourism to the economic and cultural development of a country is an important one, according to some official reports.","PeriodicalId":151547,"journal":{"name":"Marketing – from Information to Decision Journal","volume":"189 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116454428","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 17