Hasil untuk "Marketing. Distribution of products"

Anton Fenik, Ernest R. Cadotte, Helena F. Allman

Only a few empirical studies examine the influence of organizational improvisation on firm performance. Further, more insight is needed regarding the coexistence of normative (i.e., planned) and descriptive (i.e., improvised) forms of decision-making. This paper contributes to the literature by filling these gaps. It investigates the moderating effect of entrepreneurial behaviors on the relationship between improvisation and firm performance. It explores whether improvisational decision-making can improve firm performance beyond planning’s effect on firm outcomes. We employ decision theory and sensemaking literature in our conceptual model. We test our hypotheses with data from a cross-sectional managerial survey and a behavioral simulation involving a new product development context. The results reveal a positive moderating effect of entrepreneurial behaviors on the relationship between improvisation and firm performance and that organizational improvisation positively affects firm performance beyond the effect of formal planning.

Abdelrehim Awad, Ahmed Moustafa Aldabousi

In the digital age, viral marketing has emerged as a key driver in shaping brand equity, particularly in the highly competitive Egyptian home appliances sector. Traditional marketing strategies have proven insufficient in reaching consumers with the same efficacy as viral campaigns, which leverage digital platforms and consumer networks. This study examines the influence of viral marketing on brand equity dimensions – brand awareness, perceived quality, brand loyalty, and brand association – through the lens of both customer perception and legal frameworks Using a quantitative research design, data were collected from 270 respondents across 389 companies, with a response rate of approximately 70% of the total population in Egypt’s home appliances sector, with simple linear regression analysis employed to assess the relationships. The results indicate a strong positive effect of viral marketing on brand equity. Specifically, viral marketing accounts for 27.2% of the variance in brand awareness (R² = 0.272, p < 0.001), 28.1% in perceived quality (R² = 0.281, p < 0.01), 13.6% in brand loyalty (R² = 0.136, p < 0.05), and 40.9% in brand association (R² = 0.409, p < 0.001). Furthermore, the study finds that regulatory compliance plays a moderating role, ensuring that viral marketing campaigns remain within ethical and legal bounds, thereby enhancing consumer trust and the long-term impact of marketing efforts.These findings highlight the strategic value of integrating viral marketing with a firm understanding of legal frameworks to optimize brand equity in Egypt’s home appliances industry. This research provides actionable insights for brand managers and marketers looking to maximize the efficacy of their viral campaigns while maintaining brand integrity. AcknowledgmentThe authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

Mark Peterson

Despite notable gains in the movement to bring sustainability into the mainstream of marketing and business, much more needs to be done. This essay explains why sustainability is not mainstream, yet, and what it would take to move sustainability to the mainstream. Importantly, each sector of society (business, government, and education) need to be smarter about how each contributes to developing a sustainable society. Sustainable marketing scholars can play an important role in moving sustainability to the mainstream now and in the future.

Michał Comporek

Zasadniczym celem artykułu jest scharakteryzowanie rachunkowych różnic memoriałowych powstałych w wyniku zastosowania przy ich obliczaniu podejścia bilansowego bądź kategorii zaczerpniętych z rachunku przepływów pieniężnych, jak również zbadanie relacji zachodzących między wartościami dyskrecjonalnych różnic memoriałowych w przedsiębiorstwach implementujących określone strategie zarządzania zyskiem typu rachunkowego oraz w spółkach niewdrażających tego typu praktyk. Uzyskane wyniki badań empirycznych wykazały między innymi, iż dobór metodologii wyznaczania całkowitych różnic memoriałowych w znacznym stopniu wpływa na wartości parametrów strukturalnych widniejących w określonych modelach ekonometrycznych, służących do predykcji księgowego zarządzania zyskiem. Wszystko to sugeruje, iż przyjęty sposób obliczania różnic memoriałowych w ogromnej mierze wpływać może na dalsze szacunki skali i kierunków intencjonalnego kształtowania wyniku finansowego przedsiębiorstw.

A. Тургинбаева, A. Тарабелла, Г. Садыханова et al.

The problems of entrepreneurial universities formation in the Republic of Kazakhstan are considered in this article, the analysis of the theoretical and methodological base of the research subject is presented, and the current state of Kazakhstan practice is described. The purpose of the work is to consider the real difficulties of transforming Kazakh universities into entrepreneurial ones and to offer solutions for these problems on the basis of a detailed analysis of the progressive practice of creating entrepreneurial universities. The methodological basis of the work is made up of such general economic methods as the method of dialectical and historical materialism, the method of induction and deduction, methods of statistical analysis, namely the collection and grouping of statistical data. The results of the study allowed the authors to conclude that the implemented model of the entrepreneurial university should take into account the institutional features of the country and the possibilities of the university. At the same time, an important component of their successful activity is the availability of highly qualified managers and teachers who have an entrepreneurial vision and idea, creative thinking, the pursuit of success, a willingness to take risks without fear of changes. The scientific and practical value of the work is that the recommendations contained in it will allow improving management approaches in the creation of entrepreneurial universities. Therefore, they will make it possible to take a serious step in the development of the domestic market for science-intensive products and the provision of resources for higher education, and will contribute to the modernization of the entire Kazakh economy.

Agata Marcysiak, Adam Marcysiak

Typ rolniczy stanowi jedno z kryteriów używanych dla charakteryzowania gospodarstwa rolnego w UE. Celem niniejszego opracowania jest próba ukazania zakresu efektywności wykorzystania zasobów produkcyjnych w różnych typach gospodarstw. Do oceny efektywności gospodarowania w poszczególnych typach gospodarstw posłużono się produktywnością i dochodowością ziemi, pracy i kapitału. Poszczególne wielkości ukazano w przeliczeniu na jedno gospodarstwo w zł. Skalę zróżnicowania przedstawiono w ujęciu procentowym. Przeprowadzona analiza wykazała, iż intensywna produkcja prowadzona w gospodarstwach drobiarskich i ogrodniczych sprawiała, że to właśnie one osiągnęły w 2016 roku najwyższą produktywność i dochodowość ziemi i kapitału.

Marcia Horowitz Vieira, Clecio Falcao Araujo, Claudio Hoffmann Sampaio

The Unconscious Thought Theory (UTT), a theory about human thought, is able to bring a new perspective for the marketing field. Marketing researches appropriate from the conscious thought, which represents only 5% of our brain capacity. By the time UTT starts to be incorporated as a new lens for a wide range of marketing topics, the outcomes may bring important contributions and advances for the field. This article aims to better understand how marketing is using UTT in order to extent knowledge. The desk research procedure resulted in 6 categories relating UTT and marketing and show that there is an important gap related to the use of this theory as a new perspective for marketing well-explored issues.

Paweł Ulman, Agnieszka Wałęga, Grzegorz Wałęga

Health condition is an important area of social life. Employees in good health work more efficiently and effectively than sick ones. It is widely accepted that health is one of the elements of human capital and a factor in determining the situation of the individual in the labour market. The main objective of the research is to analyse the health status of household members in the context of their professional activity. The working hypothesis assumes that people suffering from health problems are rather economically inactive than unemployed. In the paper an attempt is made to identify factors (related to eg. health) which affect the probability of being economically inactive. To achieve the objective of the paper individual data of household members from the European Survey on Income and Living Conditions (EU‑SILC) conducted by Central Statistical Office in Poland in 2013 was used. The results of the analysis indicate that in general, deterioration of health increases the risk of remaining economically inactive. In the analysis of the order of importance of factors affecting economic inactivity, the ones connected with health turned out to be of the greatest importance.

Tzu-Wei (Arwen) Huang, Wan-Yu (Quentina) Tseng, Jing-Yao (Jerry) Lin et al.

The aim of this study is to investigate the gap of event management in East and South Asia’s casinos throughout the information provided by casinos on their websites. Main objective is to identify the differences and similarities of event holding in East and South Asia’s casinos and suggest future directions for casino managers and event organizers. Four research questions were developed to provide ourselves a goal, as well as to further our understanding of our investigation. There are two steps to structure our study. First is to evaluate the performance of 138 casino’s websites, which were obtained from worldcasinodirectory. com by using a website evaluation tool that we have constructed. In the second step, we conduct a content analysis for the website so we can identify what kind of events are organized in the area on our samples. The data of the content analysis provides a comparison of events in our sampling, such as the event’s size, type, and frequency of holding an event. We believe that our research would contribute to event organizers and large scale corporations to give them an insight on the overall efficiency of websites, as well as the frequency of events around East and South Asian casinos.

A. M. Nurgazina

В рaботе рaссмотрены особенности функционировaния системы пенсионного обеспечения в Республике Кaзaхстaн. Кроме того, проведен aнaлиз основных компонентов нaкопительной пенсионной системы и нaпрaвлений ее применения в отечественной модели социaльной зaщиты. Определение приоритетов реформировaния системы пенсионного обеспечения относится к компетенциям рaзличных госудaрственных оргaнов, которые выполняют функции и зaдaчи в облaсти обеспечения стaбильности пенсионной системы, инвестиционного мехaнизмa, деятельности пенсионного фондa, a тaкже других нaпрaвлений. Нaиболее вaжным является дaльнейшее рaзвития системы гaрaнтировaния. При этом изучение междунaродного опытa формировaния и рaзвития пенсионной системы позволяет определить эффективность функционировaния отечественного рынкa пенсионных услуг и определить ключевые нaпрaвления его модернизaции. В нaстоящее время проблемные вопросы пенсионного обеспечения зaтрaгивaют не только социaльную сферу, но и финaнсовых рынок.

Shenyu Li, Rong Huang, Siva K. Balasubramanian

Purpose: This article proposes and empirically tests the country of market (COMK) effect, which captures the consumer’s responses of home market to a country where the product is marketed. Design/methodology/approach: Study 1 applies a lab experiment about Chinese consumers’ purchase intention for printers marketed either in the US or China. Study 2 applies country level data to examine the impact of economic development of 22 host countries on the performance of 167 multinational retailers in their home country. Findings: Study 1 shows that the printers marketed in US attract a higher level of purchase intention than printers marketed in China. This COMK effect is more salient for printers manufactured in China than those manufactured in US. In addition, innovation and design factors corresponding to the host country’s image fully mediate the COMK effect. Results in Study 2 show that a retailer that markets its services in a host country with a higher (lower) level of economic development is likely to generate higher (lower) level of retailing performance in its home country. Furthermore, it is found that COMK effect is diminished as the level of economic development of a vendor’s home country increases. Research limitations/implications: In addition to the cognitive components of country image (e.g., design and innovation), consumers’ affective components may also influence the COMK effect. Future research could discuss the impact of consumer ethnocentrism and consumer animosity on consumers’ attitude towards the product marketed in other countries. Practical implications: Strategically, marketing products to a country with a favorable image could benefit vendors from an emerging economy. For manufacturers from developed countries, marketing a product within their own countries may enhance the associated innovation and design images while marketing the same product in an emerging market. Originality/value: This article proposes and tests a demand side country effect on consumers’ purchase intention for products marketed in other countries. It is in sharp contrast to the traditional country effect which focuses on the supply side effect (e.g., country of origin, country of manufacture, country of assembly etc.)

Hui-Hsin HUANG

This paper proposes a probability model to explore the dynamic process of customer’s satisfaction. Bases on expectation disconfirmation theory, the satisfaction is constructed with customer’s expectation before buying behavior and the perceived performance after purchase. The experiment method is designed to measure expectation disconfirmation effects and we also use the collection data to estimate the overall satisfaction and model calibration. The results show good fitness between the model and the real data. This model has application for business marketing areas in order to manage relationship satisfaction.

Stanković Ljiljana, Đukić Suzana, Popović Ana

Business conditions in which modern enterprises do business are more and more complex. The complexity of the business environment is caused by activities of external and internal factors, which imposes the need for the turn in management focus. One of key turns is related to the need of adaptation and development of new business performance evaluation systems. The evaluation of marketing contribution to business performance is very important however a complex task as well. The marketing theory and practice indicates the need for developing adequate standards and systems for evaluating the efficiency of marketing decisions. The better understanding of marketing standards and ways that managers use is a very important factor that affects the efficiency of strategic decision-making. The paper presents the results of researching the way in which managers perceive and apply marketing performance measures. The data that were received through the field research sample enabled the consideration of the managers' attitudes on practical ways of implementing marketing performance measurement and identifying measures that managers imply as used mostly in business practice.

Morteza Rezaei Soufi, Farzad Zivyar, Reza Abbasi Bakhtiyari

One of the main objectives of any organization is to obtain customers and service recipientssatisfaction through providing good quality services. Organizations try to fulfill reasonabledemands and legal requirements of service applicants in different ways. Factors including thespeed and accuracy of performing tasks will contribute in customers’ satisfaction fromprovided services. This research is based on field research. By using the results of fieldresearch, descriptive and inferential analyses were done for responding the researchhypotheses. Statistical population is including the clients of Isfahan Association of PhysicalEducation since 1384 till 1390. Their viewpoints were collected using questionnaire and thesatisfaction indexes were calculated for six consecutive years. Samples were chosenrandomly among men and women. For data analysis and also summarization andclassification of information SPSS software was used. The average of satisfaction index inthe Association of Physical Education was descending during 1385-1390. The average ofsatisfaction index in the Association of Physical Education were equal to 76/25 since the year1384 till the year 1390 that is less than the average of the province satisfaction index in thesame years. Also, the statistics show that the top score of satisfaction indexes is aboutemployees’ behavior toward clients and the lowest score is about equipment and place.

Ju.S. Miliutuna

The article is investigated the applicability of the Frank M. Bass mathematical model to assess extent and timing of innovative tourism product consumers' perception. An author's classification of innovative tourism products target consumers is done. The necessity of Frank M. Bass model adaption to the needs of the tourism market by introducing a factor that would reflect the personal selling specifics is proved.

Criado, E., Regueiro, M., Sánchez, E.

The Spanish glass and ceramic industry reached in 2000 a record production value figure of 1.6 billion* pesetas (10.000 M euros), almost 1,5 % of the GDP, which places Spain after Italy as the UE country in which those sectors are the most important in terms of value of all the industrial activity. All together both sectors employ more than 110 000 in around 3 000 companies, with a distinct regional distribution according to sectors and specific products. Excellent raw materials, research and development network, skilled labour force, energetic efficiency, world-wide strong marketing policy and the drive of the internal demand, has turned the Spanish ceramic as a worldwide leading sector.<br><br>La industria española de la cerámica y el vidrio alcanzó en el año 2000 un valor récord de la producción, con 10 000 Meuro (1,6 billones de ptas), casi el 1,5% del PIB. Esta cifra sitúa a España, junto con Italia, a la cabeza de los países de la UE por el peso que representan dichos sectores en el conjunto de la actividad industrial. Estas industrias dan empleo a más 110 000 personas, distribuidas en cerca de 3000 empresas y presentan una clara especialización regional en función de los diferentes sectores y productos. Excelentes materias primas, una amplia red de centros de investigación y desarrollo, personal experto, eficiencia energética, una poderosa política de ventas en todo el mundo y el empuje de la demanda interna ha convertido al sector cerámico español en un líder mundial.