Marketing Strategy Adaptation Research Articles

Research on the Relationship Between Cross-Cultural Marketing and Brand Recognition and Loyalty

This paper explores the critical role of cross-cultural countermeasures in international marketing, focusing on the factors that influence the growth of enterprises in diverse cultural contexts and the operational challenges they face. As globalization deepens and the economic and cultural ties between nations become increasingly close, the need for culturally sensitive marketing strategies has never been more crucial. The study investigates how multinational companies, particularly through the case of McDonald’s, successfully navigate the complexities of cross-cultural marketing to enhance brand recognition and customer loyalty. Utilizing a mixed-methods research approach, including both quantitative data analysis and qualitative case studies, the paper examines the impact of localized marketing strategies on brand awareness and consumer behavior in different markets. The findings highlight the importance of adapting marketing strategies to the cultural context of each target market, emphasizing product localization, cultural adaptation in advertising, and leveraging local insights. The research concludes that culturally sensitive marketing strategies significantly contribute to global brand success and customer loyalty, offering practical recommendations for firms aiming to strengthen their global market presence.

Examining trade strategies in Europe and Ukraine: Navigating challenges and building economic strength

Today, the global community operates within an integrated global economic system. Against the backdrop of globalised integration of the socio-economic sphere, international trade is positioned as a significant factor in the intensification of economic development. In this context, trade strategies can create new opportunities or risks for the national economy. This article aims to conduct a comparative analysis of the trade strategies of the European Union (EU) and Ukraine in the context of potential advantages and related challenges for economic resilience. The study finds that international trade helps to mitigate the limitations of national resource potential and the narrowness of the domestic market, intensifies the potential for innovative industrialisation, and accelerates economic growth. The specifics of forming the modern concept of international trade development in the context of the European community and Ukraine are identified. The main principles of modern trade strategies are considered, their strengths and weaknesses are analysed, and directions for improvement are highlighted. The impact of trade strategies on the level of economic resilience is examined. It is substantiated that a high level of competition in the global market requires the adaptability of producers’ trade strategies and the formation of appropriate structures to coordinate the functioning of the external economic relations infrastructure complex. The main success factors of a trading strategy when entering new markets are highlighted, including preliminary research of local legislation requirements and market dynamics, the development of adaptive marketing strategies, and effective management of customs processes. Active participation in the international trade environment has proven to open additional opportunities for realising economic potential. At the same time, it is necessary to specify the development strategy to ensure long-term competitive advantages.

Green Marketing, Business Sustainability and Marketing Practices of Selected Small and Medium Enterprises (SMEs) in Muntinlupa City

This descriptive-correlational study aimed to determine the green marketing, business sustainability, marketing practices and profitability of selected Small and Medium Enterprises (SMEs) in Muntinlupa City, Philippines and compare the significance of each variable in the context of business profitability. The findings of the study revealed that Small and Medium Enterprises (SMEs) in Muntinlupa City are engaged in green marketing initiatives and business sustainability practices while moderately involved in the whole gamut of marketing activities. SMEs in Muntinlupa City, are likewise earning a generous income making their business profitable. The results of the study showed that Small and Medium Enterprises (SMEs) engaged in green marketing initiatives using marketing strategies have a better chance of improving their business sustainability practices which can result in business profitability. Further results revealed that promotion of products and services, engaging in green technology, social approval and support, using renewable energy and recyclable resources were significant predictors of business profitability. Three hundred one (301) Small and Medium Enterprises (SMEs) from Muntinlupa City have completed the survey. The study calls for Small and Medium Enterprises (SMEs) to continuously adapt marketing strategies and engage in green marketing initiatives and sustainability business practices that contribute to long-term business profitability. It was noteworthy to mention that green marketing initiatives and business sustainability practices are becoming a norm among Small and Medium Enterprises (SMEs) in Muntinlupa City not only in contributing to the economic development of the city at the same time, preserving the environment for future generations of entrepreneurs.

Cross-Cultural Online Purchase Intentions and Behavior between Ethnic Group

In the digital era, online purchasing has become integral to consumer behavior, influenced by complex cultural factors. Fundamental theories like the Theory of Planned Behavior, Technology Acceptance Model, and Diffusion of Innovation Theory effectively predict human behavior in determining interest and attitudes toward online purchasing. This study examines online shopping levels and cross-cultural consumer behavior among ethnic groups in Yogyakarta and Bandung. Data were collected through surveys of individuals actively engaged in online purchases in these regions. Simple Random Sampling selected samples from the e-commerce user population in Bandung (616,109) and Yogyakarta (161,031), with 50 respondents from each area. Simple linear regression was used to analyze the relationship between cultural factors and purchasing behavior. Findings provide an in-depth understanding of how cultural factors influence consumer decisions, offering guidance for businesses to adapt marketing strategies to local purchasing cultures. This research offers insights into online shopping preferences and behaviors across different cultural environments in Indonesia, enabling businesses to tailor customer services to meet local cultural needs and preferences.

Directions for Effective Use of Modern Marketing Research in Increasing the Export of Leguminous Products

This paper explores the pivotal role of modern marketing research methodologies in augmenting the export potential of leguminous products. In a global marketplace, the demand for legumes continues to rise, creating an opportune moment for exporters. However, realizing this potential necessitates a nuanced understanding of market dynamics, consumer preferences, and effective marketing strategies. The paper begins by delineating the current landscape of leguminous product exports, highlighting the challenges faced by exporters in penetrating diverse international markets. It then delves into the multifaceted benefits of employing modern marketing research techniques, emphasizing their role in identifying target markets, understanding consumer behavior, and crafting tailored marketing campaigns. Moreover, the research delineates various modern marketing research methodologies, including data analytics, consumer surveys, and trend analysis, elucidating their practical applications in the leguminous export industry. By integrating these methodologies, exporters can gain insights into market trends, competitive positioning, and consumer perceptions, enabling them to develop innovative strategies for market expansion. Furthermore, the paper offers a strategic framework for the effective utilization of modern marketing research in the context of leguminous exports. It emphasizes the significance of data-driven decision-making, adaptive marketing strategies, and agile market responsiveness. In conclusion, this paper underscores the indispensable role of modern marketing research in enhancing the export prospects of leguminous products. By leveraging these methodologies effectively, exporters can navigate the complexities of global markets, capitalize on emerging trends, and foster sustained growth in the leguminous product export industry.

Marketing Strategy Preparation Case Study On CV. Gapura Creative Engineering

This research aims to formulate an effective marketing strategy for CV. Gapura Creative Engineering through a qualitative approach. Intense competition, dynamic customer needs, and rapid technological developments require the company to formulate innovative and adaptive marketing strategies. The research methodology includes in-depth interviews with relevant parties with 5 respondents, direct observation, and document analysis to comprehensively understand the company's marketing situation. SWOT analysis was used to identify the strengths, weaknesses, opportunities, and threats facing the company. The results show that the company's main strengths lie in product quality and good reputation, while weaknesses include limitations in digital marketing and distribution. Opportunities that can be capitalized on include the growth of the digital market and strategic partnerships, while threats include intense competition and rapidly changing market trends. Based on these findings, suggested marketing strategies include increasing brand awareness through more aggressive digital campaigns, optimizing the use of social media, and developing more innovative products in line with market trends. The implementation of these strategies is expected to increase the competitiveness of CV. Gapura Creative Engineering, expand market share, and support sustainable growth. This research provides valuable insights for the preparation of a more effective and targeted marketing strategy for the company.

Exploring the Confluence of Financial Innovation, Human Resource Strategies, and Marketing Management: A Systematic Literature Review on Profit Maximization and Business Attraction

This study aims to explore the intricate relationships between financial innovation, human resource (HR) strategies, and marketing management, and how their integration drives organizational success, particularly in terms of profitability and business attraction. Utilizing a systematic literature review, the research synthesizes findings from various academic sources to provide a balanced and comprehensive understanding of these interdependencies. The methodology focuses on analyzing the existing literature to identify the conditions under which financial innovation, HR strategies, and marketing management can be most effectively integrated. The results indicate that financial innovations such as fintech and blockchain significantly enhance organizational profitability when aligned with strategic HR practices and customer-centric marketing approaches. The study further reveals that the successful implementation of these innovations requires substantial investments in employee training and adaptive marketing strategies that resonate with consumer needs. The findings underscore the importance of adopting a holistic approach, where financial innovation, HR, and marketing are treated as interconnected components of a unified business strategy. This integration not only enhances competitiveness but also positions organizations to navigate the challenges of a rapidly evolving business environment. The study offers valuable theoretical and managerial implications, providing a framework for future research and practical guidance for business leaders and policymakers on leveraging these domains for sustainable growth.

Economic aspects of Industry 4.0 marketing technologies implementation in the agricultural sector of Ukraine

The study aimed to assess the impact of Industry 4.0 marketing technologies on the efficiency of business processes in the agro-industrial complex of Ukraine in the current market conditions. The study established that Industry 4.0, as a new stage of technological development, radically changes traditional methods of production, business and management by integrating digital technologies with physical processes. With the use of big data, artificial intelligence, and machine learning, agricultural businesses can create accurate customer profiles, develop personalised marketing campaigns, and automate routine tasks such as audience segmentation and forecasting market changes. The study also addressed the impact of the Internet of Things, social media and digital platforms on customer engagement and supply chain management. Innovations in e-commerce and the use of augmented and virtual reality also substantially improve the marketing efficiency of agricultural enterprises. The impact of the war in Ukraine on the introduction of digital technologies in the farming sector was emphasised. While investment in digitalisation declined during the conflict, the war also stimulated the search for innovative solutions, such as the use of drones to monitor fields and technology to improve cybersecurity. The impact of the war on consumer habits and priorities has also necessitated rapid adaptation of marketing strategies. Based on the study, which included a survey of 727 enterprises, the level of adoption of Industry 4.0 technologies among large, medium and small enterprises, as well as their plans for further implementation, was determined. The results showed that large enterprises are leading the way in adopting new technologies such as data analytics and artificial intelligence, while small and medium enterprises are just beginning to implement these solutions

أثر التسويق الرقمي على العملاء وإدارة الأعمال في المشروعات التجارية والربحية: تطبيق على شركة زين للاتصالات في المملكة العربية السعودية

This study aimed to evaluate the impact of digital marketing on customers and business management in Zain Telecommunications Company in the Kingdom of Saudi Arabia. The study sought to achieve several objectives, most notably: determining the effect of digital marketing on customer engagement and loyalty, evaluating the effectiveness of digital marketing strategies used, measuring the impact of digital marketing on operational efficiency and profitability, and studying its effect on customer behavior and satisfaction. The study adopted a descriptive analytical approach, using two main tools for data collection: a questionnaire for employees and another for customers. The study sample consisted of 82 employees and 163 customers of Zain Telecommunications. The researcher used a five-point Likert scale in designing the questionnaires to measure the study variables. The results of the study showed a statistically significant positive effect of digital marketing on customer engagement and loyalty to Zain. It also demonstrated the effectiveness of digital marketing strategies used in achieving the company's marketing objectives. The results also indicated a positive impact of digital marketing on the company's operational efficiency and profitability. Regarding customer behavior, the study showed that digital marketing has a significant influence on purchasing decisions and customer preferences. The study also recorded high levels of customer satisfaction and loyalty to Zain's brand in light of the applied digital marketing strategies. Based on these findings, the study recommended that Zain should continue to develop and continuously improve its digital marketing strategies. It also suggested increasing investment in modern digital technologies and training employees on the latest digital marketing techniques. Finally, the study recommended conducting periodic research to understand changing customer needs and adapt marketing strategies accordingly.

Food company competitiveness determination using marketing monitoring

The study aimed to assess the market position of food enterprises and identify the key factors influencing consumer satisfaction with products. The study included a survey of 200 consumers and 50 business representatives, stratification analysis, Student's t-test and Fisher's test. The main results showed that product quality was the most important factor with a weight of 40%, while price had a weight of 25%, availability 20% and packaging 15%. Younger consumers (18-35 years old) prefer innovative and aesthetic products, while older groups value functionality and safety more. Consumers with higher education prefer environmentally friendly products, while consumers with secondary education are more likely to trust trusted brands. The analysis of professional differences demonstrated that business professionals focus on brand and price, healthcare professionals on health and safety, and educators on the value and educational impact of the product. In addition, the study found that women were significantly more likely to state that aesthetic and functional aspects of packaging were important compared to men, with average satisfaction levels of 4.5 and 3.8 respectively (p < 0.05). The study also determined that consumers with higher incomes are more likely to choose products with premium packaging and additional benefits. The conclusions highlight the need to adapt marketing strategies to meet the specific needs of different demographic groups, which will help to increase the competitiveness of food companies in the market. This research provides valuable information for food producers, improving consumer awareness and tailoring products to meet the needs

Impact of global catastrophes on online shoppers' behavior

The article's subject matter is the impact of global catastrophes such as the COVID-19 pandemic and Russia's military aggression against Ukraine on consumer behavior in online stores, including changes in consumer purchasing habits and the adaptation of business marketing strategies. The work aims to develop methods for analyzing changes in consumer behavior in the face of global catastrophes and to develop recommendations for businesses to effectively respond to new market challenges. The following tasks were solved in the article: Investigating the impact of the COVID-19 pandemic and war in Ukraine on consumer behavior in online stores. Identifying key factors influencing consumer decisions during crises. Analyzing current marketing strategies and tools used by companies in crisis conditions. Developing recommendations for businesses to adapt to new realities and maintain competitiveness. The following methods are used: Mathematical data processing for analyzing survey results and statistical studies. Comparative analysis to compare consumer behavior before and during the pandemic. Expert assessments to determine the effectiveness of marketing strategies. Content analysis to study trends on social media and other online platforms. The following results were obtained – formulated principles for adapting marketing strategies in the context of the COVID-19 pandemic and wartime, identified that priorities for consumers include safety, health, availability of essential goods, and cybersecurity; changes in consumer behavior were identified, with consumers becoming more price-conscious and preferring products from local manufacturers; recommendations for businesses were developed regarding effective communication with customers, increased investments in online presence, ensuring convenience of feedback, enhancing emotional connection with customers, and offering flexible payment options; methods for supporting local businesses and optimizing resource utilization by consumers were proposed, emphasizing the importance of environmental responsibility and financial resource savings; a marketing study among the clients of the company "Gorgany" was conducted, which showed that the demand for outdoor recreation products remains high even during wartime, and that consumers prefer high-quality and affordable products from domestic manufacturers. Conclusions: the application of the method of analyzing changes in consumer behavior allowed to identify key factors influencing purchasing decisions in times of global crises, this gives businesses the opportunity to timely adapt their marketing strategies and maintain competitive advantages; the use of developed recommendations contributes to increasing business efficiency in times of pandemic and wartime, thanks to these recommendations, companies can better meet the needs of consumers, improve service quality, and increase customer loyalty; optimization of product range and improvement of digital presence are key success factors in the modern market, companies that quickly respond to changes in consumer priorities and use advanced technologies to communicate with customers have more chances for success.

At the intersection of multiliteracies and glocalisation: a case study in a university in Taiwan

ABSTRACT This study introduces a pedagogical framework incorporating multiliteracies, a new literacy concept proposed by the New London Group (1996, A pedagogy of multiliteracies: Designing social futures. Harvard Educational Review, 66(1), 60–92. https://doi.org/10.17763/haer.66.1.17370n67v22j160u), and glocalised marketing, the adaptation of marketing strategies to fit local markets, within an English for Specific Purposes (ESP) setting. The article first reviews ESP research that adopts a multimodal approach and outlines the main features of a multimodal pedagogical framework, which is then expanded to encompass a pedagogy of multiliteracies and glocalised marketing for an English for advertising and marketing curriculum. In doing so, the framework is further connected with disciplinary literacy, a subject-specific skill set combining knowledge construction and language communication that can be cultivated through the pedagogy. The study presents findings from multimodal projects and surveys completed by 28 university students from a university in Taiwan. Using case study analysis, the study investigates the effectiveness of the pedagogical framework in promoting multimodal meaning-making practices and assesses participants’ perceptions of the learning benefits of this approach. The study hopes to provide pedagogical insights for ESP teachers to cultivate learners’ communicative competence in a digitalised and globalised society.

A Study on the Marketing Strategies of Three Squirrels on Short Video Platforms

This study examines the marketing strategies employed by Three Squirrels on short video platforms, aiming to understand how these strategies contribute to the brand’s growth and competitive advantage in the evolving digital landscape. With the rise of platforms like TikTok, short video marketing has become a powerful tool for brands to engage with consumers through innovative content and interactive experiences. Using a case study approach, this research analyzes Three Squirrels' tactics, including frequent product releases, the creation of best-selling items, influencer collaborations, and precision marketing. The study reveals that Three Squirrels' strategic use of short video platforms has significantly boosted brand visibility, sales conversion rates, and consumer loyalty. Key findings include the impact of influencer partnerships on driving sales and the effectiveness of precision marketing in enhancing user engagement. These results highlight the importance of adapting marketing strategies to the dynamic nature of digital media. In conclusion, the success of Three Squirrels on short video platforms underscores the critical role of innovative digital marketing strategies in maintaining market competitiveness and fostering brand growth. This research provides valuable insights for other companies looking to leverage short video platforms to achieve sustainable development.

АДАПТАЦІЯ ТА ОПТИМІЗАЦІЯ ТРАДИЦІЙНИХ МАРКЕТИНГОВИХ СТРАТЕГІЙ ДО ВИМОГ ЦИФРОВОЇ ЕКОНОМІКИ: ВИКЛИКИ ТА МОЖЛИВОСТІ

The modern business sphere is undergoing significant transformations in the context of rapidly changing digital economy, presenting both serious challenges and unlimited opportunities for companies. This article is dedicated to analyzing this phenomenon, aiming to identify optimal ways of adaptation and enhancement of traditional marketing strategies in response to new realities. The relevance of adapting and optimizing traditional marketing strategies to meet the demands of the digital economy is crucial in today's business environment. With the advent of digital technologies and changes in consumer habits, companies must revise their strategies to effectively compete in the market. The digital economy requires not only an online presence but also an understanding and utilization of cutting-edge tools and approaches. A range of key challenges arising from the implementation of digital technologies in marketing activities are highlighted, including the instability of the digital environment, high pace of changes, market competition for innovations, and the need for new skills in personnel. Through a thorough analysis of contemporary requirements for marketing strategizing, the researcher in the article provides comprehensive recommendations for optimizing and adapting traditional strategies. Special emphasis is placed on the examination of innovative tools in digital marketing, such as social networks, data analytics, artificial intelligence, and machine learning. Examples of successful utilization of these tools to achieve strategic marketing goals are cited, and opportunities for personalization and audience interaction in a dynamic digital environment are outlined. Additionally, the article discusses ethical and legal aspects of using digital strategies in marketing, and highlights factors contributing to the successful implementation of digital marketing strategies in the modern business environment. The article serves as a valuable source for professionals in the fields of marketing, management, and business who seek not only to understand the challenges of digital transformation but also to implement effective strategies for success in a high-tech business environment.

The Influence of Culture and Gender in Luxury Brand Consumption: A Comparison Across Western and Eastern Culture Consumers

Culture and gender differences in values associated with luxury consumption are investigated. Two Western individualistic-oriented countries with mature luxury markets (France and the United States) and two Eastern collectivistic-oriented countries with developing luxury markets (the United Arab Emirates and China) are compared using a previously developed model of luxury values. Main results indicate that refinement, heritage, and, to a lesser extent, exclusivity receive greater emphasis in Western rather than Eastern countries. Chinese and U.S. consumers place particular emphasis on elitism. Additionally, gender shapes the importance placed on luxury values: men emphasize elitism (and exclusivity in Western countries only), whereas women emphasize refinement. Furthermore, adherence to own-gender beliefs (i.e., traits attributed to one's gender) fully mediates gender influence within all four countries. Theoretical implications are discussed based on major frameworks of national culture and the social structural theory. Managerial implications in terms of cultural and gendered adaptation of marketing strategies are considered.

Analysis of Laneige Marketing Communication Strategy on Tokopedia and Shopee

The current state of internet access has proven to have apparent beneficial impact across a wide range of sectors, particularly in the e-commerce scene. Laneige, a leading cosmetics brand, effectively employs the digital landscape to broaden its market reach via e-commerce sites such as, Tokopedia and Shopee. Through qualitative descriptive analysis, reveales that Laneige effectively develop its brand image and boost sales performance by systematically adapting marketing strategies to each platform's unique qualities. This strategic alignment is achieved by thorough execution of the 4P framework (Product, Price, Place, Promotion). The results show that through the Shopee platform, Laneige has leading sales numbers when compared to sales numbers on Tokopedia. On Shopee, Laneige targets consumers with attractive visuals, short videos that are informative, a comprehensive description in the description column, and competitive prices. In addition, the use of the "Shopee Mall" feature and strong promotions also add more value in contributing to their success in selling their products through this platform. Laneige's success through the Shopee platform shows the use of effective communication strategies in understanding the characteristics of the platform and its users. The right marketing method, supported by a good promotional strategy, is able to strengthen the brand image and sales success of Laneige products in the e-commerce market.

Sustainable Fashion Preferences Among Millennials During Pandemic

This study examines how the COVID-19 pandemic has affected millennial purchase preferences for fashion and environmentally friendly fashion products. It has altered how consumers view fashion, partly because of the isolation that has resulted, the decline in income, and the fear that comes with the situation. This health crisis has compelled consumers to change their way of life, impacting their attitudes and purchasing motivations. Results indicated that throughout the Covid-19 pandemic, participation in sustainability has deepened, (McKinsey, 2021) which validities with this study that limiting the harmful effects of climate change became more essential, according to two-thirds of the customers questioned. Since sustainability was already a big subject before, especially for generation Y and Z (millennials), this research would examine if the pandemic impacted customers' preferences towards sustainable fashion.The participants involved in this research were millennials from Italy and Netherlands, and the questionnaire poll was adapted from a McKinsey study (Granskog, et al., 2020). Statistical analyses are conducted to investigate the variations in consumer preferences before, during and after the pandemic. The study's findings emphasize a notable shift towards comfort over trendiness and a growing inclination towards sustainable choices. The findings underscore the need for adaptive marketing strategies in the fashion industry to align with evolving consumer behaviors in the post-pandemic era.

Instagram Marketing Strategies on Fashion Consumer’s Purchasing Behaviour: A Literature Review Study

This literature review is an attempt to examine the impact of Instagram marketing strategies on consumer purchasing behaviour within the fashion industry. While existing studies offered insights into specific aspects such as influencer credibility and viral marketing, there was a lack of a combined framework that integrated these factors to provide analysis. The study addresses this gap by analyzing 20 research papers spanning from 2015 to 2023, sourced from academic databases and scholarly journals. Findings revealed that brand equity is a crucial determinant of consumer behaviour, alongside influencer credibility, creative brand aesthetics, and interactive features. Despite Instagram's dominance, the study also brought forward insights into how influencers are sometimes perceived as passive sources of fashion inspiration. This review thus underscores the multifaceted nature of Instagram's influence on consumer behaviour and highlights the need for further research to develop adaptive marketing strategies that can resonate across diverse consumer segments.

Masalah Dalam Perencanaan Organisasi Dan Kontrol Operasi Pemasaran Global

This research discusses organizational planning and control of global marketing operations in the context of Company (G), an information technology company with marketing operations in Indonesia. This research data illustrates how the company manages organizational planning and control of its global marketing operations. Using qualitative research methods, using a literature study approach. This research obtains an in-depth understanding of how Company (G) plans and controls its global marketing operations. The research results show that this company has a matrix organizational structure that allows coordination between global and local marketing teams, as well as policy adjustments to local marketing strategies according to local market needs and preferences. The use of integrated operational control systems and information technology is key in monitoring and managing the company's global marketing performance. However, Company (G) is also faced with various challenges, including coordination between global and local teams, adapting marketing strategies to different local needs, human resource management, compliance with local regulations, and risk management. By considering these challenges and leveraging the advantages of information technology, Company (G) can improve its global marketing performance and remain a relevant player in the information technology industry in the global market.

Strategi Pemasaran dan Program Pemasaran Global di Pasar Indonesia

Globalization is a new challenge for companies in the implementation of marketing strategy. Due to globalization, companies are required to compete with world class companies that have large capital and higher quality products. Indonesia currently becomes the market target for global companies to enjoy huge profits, while the Indonesian companies lost the competition. This study aims to obtain global marketing strategy for Indonesian companies in Indonesian market. Research method used is descriptive analisys. Merger between adaptation of marketing strategies and standard marketing strategy is appropriate strategy in Indonesian market.