Hasil untuk "Marketing. Distribution of products"

A. Feigenbaum

B. Lane, E. Kastenholz

This paper charts the evolution of rural tourism in the developed world as an alternative tourism form, popular since the 1970s with the market and with policy makers as a rural regeneration and conservation tool. It outlines parallels with the Butler tourism area life cycle: emergence; volume growth, complexity and geographical spread; followed by problems arising from increasing competition, lack of governance and leadership, societal change and technical developments. Research responses to rural tourism's growth and change are examined, analysing 1848 articles published since 2000 by interrogating Scopus to reveal responses by subject category and geographic distribution. The papers in the Journal of Sustainable Tourism’s new rural tourism Special Issue are discussed, noting how researchers have explored the conversion of rural tourism from sightseeing to numerous experiential activities, together with papers discussing governance, leadership, networking, product development and marketing. The paper concludes by calling for the research-led creation of a New Generation Rural Tourism, based on informed destination development and management, better understanding of markets and modern marketing, and professional approaches to holistic and sustainability enhancing management. The formation of an international rural tourism research group to explore, assist and assess New Generation Rural Tourism is suggested.

Mohamed TAIEB-ERRAHMANI , Ali BOUHANNA

This paper seeks to review and synthesize the literature that investigates the relationship between strategic IT alignment and organizational digital transformation published between 2015 and 2025, using the PRISMA 2020 methodology. Analysis indicates that these two concepts are highly interdependent. IT alignment acts as both a precursor and a facilitator in successful digital transformation processes, while the chance of success is highly dependent on the prevailing IT governance maturity in an organization. This dynamic relationship calls for continuous adaptation since different organizational contexts critically affect the outcomes. Although there is meaningful insight from established theoretical frameworks, substantial research gaps can be identified. These findings therefore indicate further longitudinal studies that are sector-specific in enhancing understanding. To practitioners, resultant insights underline the critical need to develop coherent, integrated strategies where the use of digital transformation initiatives secures continued competitive advantage. An organization should, hence, align investments in technology with business objectives but with strong governance structures in place to ensure the effectiveness of transformation and long-term value creation within organizations.

R. Moodie, E. Bennett, Edwin Jit Leung Kwong et al.

Background: Ultra-processed food (UPF) and Ultra-processed beverage (UPB) consumption is associated with higher risks of numerous non-communicable diseases (NCDs). Yet global consumption of these products is rising due to profound changes in production, processing, manufacturing, marketing, retail, and consumption practices, alongside the growth of the resources and political influence of Big Food. Whilst the sales of UPFs and UPBs in high-income countries (HICs) are stagnating, sales are rapidly expanding in more populous middle-income countries (MICs). In this paper, we adopt a political economy of food systems approach to understand how growth of Big Food in MICs drives the NCD pandemic. Methods: We conducted a mixed methods synthesis review. This involved quantitative data collection and development of descriptive statistics; a search for academic, market and grey literature on the expansion of UPF in MICs; and the development of themes, three illustrative case examples (South Africa, Colombia, and Indonesia), and synthesis of the enablers of successful campaigns in MICs into recommendations for public health campaigns. Results: We project that the combined sales volume of UPFs in MICs will reach equivalency with HICs by 2024, and the total sales volume of UPBs in MICs is already significantly higher than in HICs. Similarly, annual growth in UPF sales is higher in MICs compared to HICs. We also show how Big Food has entrenched its presence within MICs through establishing global production and hyper-local distribution networks, scaling up its marketing, challenging government policies and scientific expertise, and co-opting civil society. We argue that public health can counter the influence of Big Food by developing an expanded global network of driven and passionate people with diverse skillsets, and advocating for increased government leadership. Conclusion: The projected increase in sales of UPFs and UPBs in MICs raises major concerns about the global capacity to prevent and treat NCDs.

S. Alam, Mohammad Masukujjaman, Husam Kokash et al.

Verena Schoenmueller, O. Netzer, F. Stahl

In this research, the authors investigate the prevalence, robustness, and possible reasons underlying the polarity of online review distributions, with the majority of the reviews at the positive end of the rating scale, a few reviews in the midrange, and some reviews at the negative end of the scale. Compiling a large data set of online reviews—over 280 million reviews from 25 major online platforms—the authors find that most reviews on most platforms exhibit a high degree of polarity, but the platforms vary in the degree of polarity on the basis of how selective customers are in reviewing products on the platform. Using cross-platform and multimethod analyses, including secondary data, experiments, and survey data, the authors empirically confirm polarity self-selection, described as the higher tendency of consumers with extreme evaluations to provide a review as an important driver of the polarity of review distributions. In addition, they describe and demonstrate that polarity self-selection and the polarity of the review distribution reduce the informativeness of online reviews.

Durgesh Kumar Agrawal

PurposeThe present study aims at examining the behavioural differences of the Y and Z generational cohorts in online shopping for physical products.Design/methodology/approachLogistic regressions (LRs) were conducted to identify positively significant, negatively significant and insignificant variables/items of shopping motives to determine online shopping behavioural differences of both cohorts.FindingsWhile shopping online, the Gen Y cohort focuses on rational decisions, and Gen Z derives enjoyment, learning, exploration and has a deal-hunting behaviour. Gen Y incorporates actual shopping experiences shared on social media, is relatively less individualistic and more social, unlike Gen Z youths who significantly value reviews and ratings. Both cohorts carry a high-product risk and sacrifice many hedonic motives. Y and Z cohorts perceive financial risk and a product's performance-related risks, respectively. The Z cohort has an intrinsic passion for digital technology whereas Gen Y uses it purposely. Thus, both have distinctive online shopping behaviours apart from some similarities.Practical implicationsOnline retailers can use the findings of this study to develop more effective marketing strategies to serve both the cohorts better who have largely mutually exclusive online shopping behaviours.Originality/valueThe study measured actual behaviours on contemporary and comprehensive variables/items of utilitarian and hedonic motives, and associated perceived risks in online shopping exclusively. Therefore, the results offer significant, realistic and useful theoretical contributions in the present context to the existing literature on the subject matter along with valuable inputs to the practitioners.

Ramakrishnan Vivek, Oleksandr P. Krupskyi

Purpose: This research aims to explore the integration of qualitative research methods with Root Cause Analysis (RCA) to enhance problem-solving by capturing both quantitative and qualitative data, providing a holistic understanding of complex issues. Design/Method/Approach (only for empirical papers): A systematic review of secondary data from academic journals, books, and reports was conducted, focusing on studies that discuss the use of RCA and qualitative research methods, either separately or in combination. Findings: Integrating qualitative methods with RCA uncovers human and contextual factors often missed by quantitative data, enhancing problem understanding and stakeholder engagement, leading to more comprehensive and sustainable solutions. Theoretical Implications: The research extends existing RCA frameworks by incorporating qualitative insights, bridging technical analysis with human-centered understanding. Practical Implications: Practitioners can use this integrated approach to address both technical and human aspects of problems, leading to more effective interventions. Originality/Value: This paper highlights the importance of combining qualitative methods with RCA, offering a more holistic problem-solving framework. Research Limitations/Future Research: Findings may vary in different contexts; future research should develop standardized frameworks for integration and explore long-term impacts.

Р.Б. Майданов, А.С. Асилова, А.С. Нуртазинова et al.

Бүгінгі таңда Қазақстан Республикасы жаһандық пандемияға, геосаяси ахуалға байланысты іскерлік белсенділіктің төмендеуіне және ұлттық қауіпсіздікке төнген сын-қатерлерге байланысты күрделі кезеңді бастан өткеріп отырғандықтан халықтың әл-ауқатын арттыру, халық табысындағы алшақтықты азайту және табыспен қамтамасыз ету мақсатында еңбек етуге қолайлы жұмыс орындарын ашу мемлекеттің алдындағы маңызды міндеттердің бірі болып табылады. Зерттеу тақырыбының өзектілігі халық табысын мемлекеттік реттеу саясатының тиімділігін күшейту қажеттілігімен байланысты, оның мақсаты жұмыспен қамту, экономикалық жағдайдың ауытқуынан қорғау және халықтың әлеуметтік осал топтарына көмектесу негізінде халықтың табысын арттыру болып табылады. Мемлекеттің қазіргі даму жағдайында халықтың табысын қалыптастыру және бөлу саласындағы өзгерістер, бюджетаралық қатынастар жүйесінің үнемі өзгеруі халықтың табысын мемлекеттік реттеу мәселесін зерттеудің өзектілігін анықтайды. Мақаланың мақсаты – Қазақстан Республикасында халық табысын мемлекеттік реттеудің елдің әлеуметтік-экономикалық дамуындағы рөлін анықтау. Мақалада Қазақстан Республикасындағы халық табысын мемлекеттік реттеу жүйесі мен оның негізгі әдістеріне шолу жүзеге асырылып, негізгі әлеуметтік-экономикалық  көрсеткіштеріне  бағалау жасалынды және Қазақстан Республикасында халық табысын мемлекеттік реттеу жүйесін жетілдіру бойынша ұсыныстар келтірілді. Тұтастай алғанда, халық табысының тұрақты өсуін қамтамасыз ете алмау, еңбек табысының салыстырмалы түрде төмен болуы, өзін-өзі жұмыспен қамтудың жоғары болуы, болашақта нақты табыстың өсуі бойынша мақсаттарға қол жеткізбеу мемлекеттік әлеуметтік-экономикалық дамуына елеулі әсері бар тәуекелдер болып табылады. Жүргізілген зерттеу нәтижесінде авторлар елдің әлеуметтік-экономикалық дамуын қамтамасыз ету үшін халық табысын мемлекеттік реттеу жүйесін жетілдіру қажет деген қорытындыға келеді. Зерттеу жүргізу барысында жүйелік, аналитикалық,  экономикалық және статистикалық талдау әдістері қолданылды. Ғылыми зерттеу материалдары ретінде Дүниежүзілік банктің, Қазақстан Республикасы стратегиялық жоспарлау және реформалар жөніндегі агенттігінің ұлттық статистика бюросының статистикалық деректері қолданылды. Жүргізілген  зерттеудің  құндылығы зерттеудің нәтижелерін мемлекеттік реттеу органдары  Қазақстан Республикасындағы халық табысын мемлекеттік реттеу саласындағы мемлекеттік саясатты әзірлеу кезінде қолдану мүмкіндігімен сипатталады.

Bushra Sajid, Sadia Cheema, Raouf Ahmad Rather

Purpose – Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior. Design/methodology/approach – The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis. Findings – Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement. Research limitations/implications – Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors. Practical implications – This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior. Originality/value – Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research. Objetivo – Basado en la teoría del valor de marca y la teoría del comportamiento de patrocinio, este estudio investiga el efecto moderador de la implicación del consumidor y las situaciones de compra en la relación entre el valor del minorista basado en el consumidor (CBRE) y el comportamiento de patrocinio minorista. Diseño/metodología/enfoque – Los datos se recogen mediante una encuesta autoadministrada a 338 compradores en los tres mayores centros comerciales de Pakistán. Además, los datos se analizan mediante regresión multinominal (múltiple) y análisis de interacciones. Resultados – Los resultados revelaron un efecto significativo del CBRE en el comportamiento de patrocinio y confirmaron el propósito de compra como una condición límite en la relación CBRE-comportamiento de patrocinio minorista. Sin embargo, el estudio informó sorprendentemente de que esta relación no está moderada por la implicación de los consumidores. Limitaciones/implicaciones de la investigación – Teniendo en cuenta que nos centramos en el comportamiento de patrocinio minorista basado en el CBRE, contribuimos a la literatura existente sobre marketing/minoristas que también ofrece amplias posibilidades para futuras investigaciones. El estudio ofrece valiosas implicaciones para los minoristas, especialmente para evaluar los comportamientos de los consumidores. Implicaciones prácticas – El presente estudio ayuda a los gestores de marcas minoristas a comprender mejor el comportamiento de patrocinio basado en la CBRE y allana el camino para que los gestores aumenten el comportamiento de patrocinio minorista. Originalidad – A pesar de la creciente comprensión de la equidad de marca basada en el consumidor y el comportamiento de patrocinio en marketing, es necesario reconocer más sobre la relación entre el comportamiento de patrocinio basado en la CBRE y las variables relacionadas, como se examinó en esta investigación. 目的 – 本研究以品牌资产理论和顾客行为理论为基础, 探讨了消费者参与和购物情境在基于消费者的零售商资产（CBRE）与零售顾客行为之间关系中的调节作用。 设计/方法/途径 – 数据是通过对巴基斯坦三大购物中心的 338 名购物者进行自填式调查收集的。此外, 还通过多项式（多元）回归和交互分析对数据进行了分析。 研究结果 – 结果表明, CBRE 对顾客光顾行为有显著影响, 并证实购物目的是 CBRE 与零售顾客光顾行为关系的边界条件。然而, 令人惊讶的是, 研究报告称这种关系并没有受到消费者参与度的调节。 研究局限/启示 – 考虑到我们对基于 CBRE 的零售顾客行为的关注, 我们为现有的市场营销/零售文献做出了贡献, 同时也为进一步研究提供了广阔的空间。本研究为零售商提供了宝贵的启示, 尤其是在评估消费者行为方面。 实践意义 – 本研究有助于零售品牌管理者更好地理解基于 CBRE 的顾客行为, 为管理者提高零售顾客行为铺平了道路。 原创性/价值 – 尽管市场营销中对基于消费者的品牌资产和顾客行为的理解不断加深, 但仍需进一步认识 CBRE/零售顾客行为与相关变量之间的关系, 正如本研究中所探讨的那样。

Andi Baso Adil Natsir, Mauli Kasmi, Asti Sugiarti et al.

This research aims to understand and analyze the supply chain development strategy for ornamental corals agribusiness in UKM Gapekhi Makassar, including the upstream supply chain, internal supply chain, and downstream supply chain. The research method used is a case study. The research location and respondents were purposively selected from UKM Gapekhi Makassar and the distribution areas of ornamental corals in Jakarta, Java, and Bali. The data analysis methods used include Benchmarking Supplier analysis, IFE Matrix analysis, EFE Matrix analysis, IE Matrix analysis, SWOT Matrix analysis, Data Envelopment Analysis (DEA), and analysis of marketing distribution channel margin and efficiency. The research findings indicate that the company receives the highest supply of ornamental corals from the supplier Rezky Bahari, while the highest number of rejected corals comes from the supplier Hidayah. The highest number of coral shipments is from Supplier Banyu Samudra Lestari, while the lowest number of coral shipments is from Supplier Virly Jaya Abadi. The IFE Matrix score is 3.416, the EFE Matrix score is 3.400, the IE Matrix indicates the company is in Cell 1, and the SWOT Matrix produces several strategies that can be implemented by the company to foster its development. The marketing distribution channel flow starts from the producer (UKM Gapekhi), to the distributor (Coordinator), to the wholesaler/depot (Leader), to the retailer (Loper), and finally to the end consumer (Buyer). The DEA analysis reveals inefficient areas in the distribution of marketing products. The margin and efficiency of the marketing distribution channel are good and efficient, with an average product marketing percentage of 68.25%.

Katarzyna Sanak-Kosmowska

This study investigated social-media-based anti-brand communication. Guided by consumer boycotts and brand cancellation theory, the author conducted a qualitative study based on content analysis of tweets about 59 international brands that remained in Russia after the invasion in February 2022. The research was conducted on Twitter between August 10 and 17, 2022. The study aimed to determine whether brands that have decided to stay in Russia are still exposed to negative WoM, calls for a boycott or brand cancellation after 6 months since the war began. The obtained results made it possible to identify the number of tweets and their content and sentiment. They also showed the dynamics of negative WoM publications on social media and their character. The practical implications are the following: brands exposed to consumer boycotts, depending on their business goals, may decide to adopt a "wait-out" strategy.

Irene Samanta

Α survey of relationship marketing, branding, and the family business life cycle is conducted to determine the extent to which these variables ensure their path to the next generation. The study examines whether interpersonal relationships apply to family SME businesses and how they adopt relationship marketing as their main strategy. The study provides an insightful benchmarking approach between family businesses in early stage (1st and 2nd generation) and well-established (3rd and 4th generation) companies. In addition, the adopted branding process is examined. A qualitative method was chosen for the interviews with five B2B Greek family companies in the trading sector. Family businesses are Greek, have a known brand name, and family members are involved in the decision-making process. All participants agree that personal or friendly relationships of the owner-founder with customers, suppliers, and staff are crucial at the launch of businesses, and growth is a synonym for business survival. Data analysis revealed that relationship marketing is not related to the stages of development, as different perceptions were observed among participants of well-established and companies in the early stage. The results also show a significant relationship between different stages of family business’s development and branding strategies, documenting that owners of well-established family businesses focus on organizational structure and culture. In contrast, owners of family businesses in the early stage rely on personal relationships. Branding strategy seems to be the appropriate approach for a family-owned business to survive in the marketplace and have succeed pass on to the next generations.

Jean-Claude Usunier

S. Chockchaisawasdee, J. Golding, Q. Vuong et al.

Jiapeng Liu, Xiuwu Liao, Wei Huang et al.

We propose a new multiple criteria decision aiding approach for market segmentation that integrates preference analysis and segmentation decision within a unified framework. The approach employs an additive value function as the preference model and requires consumers to provide pairwise comparisons of some products as the preference information. To analyze each consumer’s preferences, the approach applies the disaggregation paradigm and the stochastic multicriteria acceptability analysis to derive a set of value functions according to the preference information provided by each consumer. Then, each consumer’s preferences can be represented by the distribution of possible rankings of products and associated support degrees by applying the derived value functions. On the basis of preference analysis, a new metric is proposed to measure the similarity between preferences of different consumers, and a hierarchical clustering algorithm is developed to perform market segmentation. To help firms serve consumers from different segments with targeted marketing policies and appropriate products, the approach proposes to work out a representative value function and the univocal ranking of products for each consumer so that products that rank in the front of the list can be presented to her/him. Finally, an illustrative example of a market segmentation problem details the application of the proposed approach.

Azeyan Awee, Farhana Hanim Mohsin, Zafir Khan Mohamed Makhbul

The aim of this paper is to link envy at the workplace to social loafing and to examine the role of self-esteem in moderating this relationship. Data was collected via a survey questionnaire from 393 employees working in public and private organizations in Malaysia. Partial least squares-structural equation modeling (PLS-SEM) was used to test the hypotheses. The results show that the higher the degree of workplace envy encountered, the higher the inclination for members to exert less effort while working in a team (social loafing), and this relationship is moderated by self-esteem. In addition, it is found that the relationship is better for low self-esteem workers relative to those high in self-esteem. In terms of workplace envy and avoidance of social loafing, the research provides important implications. Organizations should etablish a supportive workplace that encourages employees to be more involved and practice openness and give continued support. In a team culture especially, managers must play an active role by paying attention and being more sensitive towards circumstances that induce feelings of envy at work. By implementing a proper system and control, tendency towards workplace envy and social loafing can be mimimized.

Michael Musante, David Bojanic

Pending publication

Shaoming Zou, Eric Fang, Shuming Zhao