Marketing Strategy Adaptation Research Articles

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.

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.

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.

Analisis Komunikasi Pemasaran di PT. Melia Sehat Sejahtera dalam Menarik Minat Konsumen

This research aims to analyze marketing communications implemented by PT. Melia Sehat Sejahtera in an effort to attract consumer interest in its products and services. The research method used involved interviews with the company's marketing managers to gain in-depth insight into the communication strategies that had been implemented. The interview results show that the company has adopted a diverse marketing communications strategy, including an active presence on social media, personal selling, as well as promotional events and collaborations with health influencers. Despite its success in attracting consumer interest, the company is also faced with several challenges, such as intense competition, changing consumer trends, and advertising bans. This research provides an in-depth understanding of PT's marketing communications strategy. Melia Sehat Sejahtera, as well as highlighting the challenges faced in dealing with the dynamics of the health market. The implications of the research results can be used as a basis for developing more effective and adaptive marketing strategies in increasing consumer attractiveness.

Comparative Study of Marketing Strategies Between Starbucks and Luckin Coffee in China

This paper examines the marketing strategies of Starbucks and Luckin Coffee in Chinas booming coffee market. It analyzes their key approaches, promotional tactics, pricing models, and target customer segments. The study aims to understand how these strategies have influenced each companys brand positioning and market share. A comprehensive understanding of their strategies and effectiveness is achieved by utilizing multiple sources, such as scholarly articles, industry reports, and marketing campaigns. While Starbucks emphasizes a high-end experience and loyalty, Luckin Coffee focuses on accessibility and affordability. Both companies face the challenge of maintaining profitability in a highly competitive market. They prioritize digital platforms but employ different strategies to stand out. Starbucks cultivates an upscale coffee culture, while Luckin Coffee rapidly expands through cost-effective measures. This review highlights the importance of adapting marketing strategies based on local market dynamics and audience preferences. Future market entrants can learn valuable lessons from the successes and challenges these major players face in Chinas coffee industry.

ЗМІНИ УПРАВЛІНСЬКИХ ПРОЦЕСІВ В ОРГАНІЗАЦІЯХ, ВИКЛИКАНІ ВІЙНОЮ В УКРАЇНІ

The article is devoted to the study of the changes in management process at enterprises in Ukraine. The war in Ukraine influenced all areas of activity and all industries. Transformations in management processes in organizations have also undergone. The study is based on the analysis of literature and experience in war. Methods of analysis, synthesis, comparison and generalization are used to understand and identify the main aspects of management transformation. Management processes in organizations during the war have their own characteristics. The main changes in the management process relate to four management functions – planning, organizing, motivation and control are defined. It is revealed that during the war business organizations change the time horizons of planning and move from strategic to tactical and operational planning. When it becomes dangerous to work, there are interruptions of electro-, heat, water supply, prices for raw materials, materials, goods are increasing, there is not enough labor, lack of fuel, strategic plans become inappropriate. Increasingly, organizations are practicing partial or complete transfer of physical space to online environment. The key aspects of business transition into virtual format are identified: communication, remote work, online sales and customer service, cybersecurity, process optimization, data restoration and backup, training and staff development, accessibility, adaptation of marketing strategies, process and project management, data analysis and tracking indicators, adaptation of company culture. The key to maintaining motivation is to preserve the opportunities for career development and professional growth of workers, increase wages, provide financial bonuses or compensation for risk for workers in the area of hostilities, providing social packages, health insurance for families. Possible aspects of changes in control are the introduction of new security, monitoring and control measures, as well as cooperation with the authorities and security authorities. The results of the study can be used by the managers of organizations for development of strategies and practical approaches to achieve sustainability and success in time of war.

ПРИНЦИПИ ІНФОРМАЦІЙНОГО УПРАВЛІННЯ СОЦІАЛЬНИМ МАРКЕТИНГОМ МАЛОГО ПІДПРИЄМСТВА ПІД ЧАС ВІЙНИ

In the article the authors outlined the principles of information management in social marketing for small businesses during wartime, emphasizing the necessity of adapting marketing strategies and marketing information system to maintain customer trust and loyalty amidst market instability and resource limitations. The purpose of the article is to develop and systematize a set of information management principles that optimize social marketing strategies for small businesses in wartime conditions. The article provided statistical data on the functioning of entrepreneurs during the martial law in Ukraine. The authors proposed a systematic approach to integrate social and ethical principles into marketing activities, highlighting the role of marketing information systems in collecting and analyzing data to make informed decisions. The article extended to the challenges small businesses face during the wartime, such as decreased demand, supply chain disruptions, and financial losses, and suggests leveraging social marketing tools for visibility of the activities of the entrepreneurs and community engagement. The importance of sensitive, accurate information dissemination during conflict times is underscored, along with strategies for supporting affected communities, ensuring service accessibility, and promoting humanitarian initiatives. In the article the authors argued for the effectiveness of social marketing in addressing societal issues, enhancing reputation, and fostering sustainable development, concluding that strategic information management is crucial for small businesses' resilience and growth during crises. In total, the article further emphasized the role of social marketing as a bridge between small businesses and their communities, promoting not only economic activities but also societal well-being and cohesion. By aligning business operations with social goals, entrepreneurs can contribute to peace building efforts and create a positive social impact, underscoring the integral connection between business resilience, social responsibility, and community support in times of conflict.

The Effect of Trust on Customer Loyalty through Customer Satisfaction

The growth of the tourism sector in Indonesia, particularly in the fast-food restaurant industry, has created significant investment opportunities. The phenomenon of lifestyle changes in urban communities, where time is a crucial factor, has driven interest in convenient and easily accessible fast-food. McDonald's, as a key player in this industry, continues to develop adaptive marketing strategies by introducing innovations and attractive promotions. Customer trust and satisfaction are the keys to maintaining and expanding market share. This research aims to investigate the influence of trust on customer satisfaction and loyalty, and whether trust affects customer loyalty through customer satisfaction, focusing on McDonald's consumers in Bandar Lampung. A quantitative research method with a deductive approach was employed, and a sample of 110 respondents was selected using purposive sampling. Data analysis involved statistical methods and the Smartpls 4.0 application. The research results indicate that trust has a positive and significant impact on customer satisfaction and loyalty. The implications of these findings provide insights for companies, especially McDonald's, to enhance customer trust and satisfaction in efforts to maintain competitiveness in the competitive fast-food industry.

Innovation in Smart Marketing: The Role of Technopreneurs in Driving Educational Improvement

This study explores the influence of marketing strategies, technology utilization, inclusive education policies, and collaboration with the industry sector on the positive image of educational institutions. Employing the SmartPLS approach and statistical analysis, the findings indicate that responsive marketing strategies, effective technology utilization, inclusive policies, and partnerships with the industry sector significantly impact the institution's image in education. In this research, it was found that market-responsive marketing strategies significantly affect the positive institutional image (T-statistics: 13.197), followed by technology utilization playing a crucial role in building a positive image (T-statistics: 11.735). Inclusive education policies and collaboration with the industry sector also have a significant impact on enhancing the institution's image (Inclusive Education Policy - Positive Image, T-statistics: 5.928; Collaboration with Industry Sector - Positive Image, T-statistics: 8.834). The research results affirm the importance of implementing adaptive marketing strategies and advanced technology in constructing a positive image of educational institutions in the eyes of the public. By strengthening these factors, educational institutions have the opportunity to meet stakeholders' expectations regarding the provided educational services. This study contributes significantly to understanding the factors influencing the reputation of educational institutions and provides strategic guidance for developing the educational institution's image towards a more positive and ad aptive direction.

Export marketing strategy and performance: A focus on SMEs promotion

Surprisingly little is known about the promotion programs implemented by exporting small and medium-sized enterprises (SMEs) in foreign markets. Most studies assess the adaptation of marketing strategies but not the actual effect of the promotion program. Furthermore, they treat SMEs as smaller versions of multinational corporations without considering their specificities. This study explores components of exporting SMEs’ promotion programs and tests their effectiveness in attaining export success. Moreover, it shows the pivotal role of importers’ behaviors in determining how promotion produce positive effects. Finally, the study reveals how the interplay of an exporter’s promotion program within an exporter–importer relationship affects the importer’s efforts on behalf of the exporter. We begin with a qualitative study to define the components of exporting SMEs’ promotion programs. Then, we develop and test hypotheses with structural models using survey data from exporting SMEs. Finally, we conduct a post hoc analysis that yields recommendations for economization that are uniquely relevant to resource-constrained exporting SMEs.

МАРКЕТИНГОВА СТРАТЕГІЯ РОЗВИТКУ ЛОГІСТИЧНИХ ПОСЛУГ В ГЛОБАЛЬНОМУ ЕКОНОМІЧНОМУ ПРОСТОРІ

The article defines the role of marketing strategies for the development of logistics services in the international economic space. The study analyses the challenges faced by logistics companies in connection with globalisation and identifies the key aspects of international marketing that affect the success of logistics services management. The article discusses the need to adapt marketing strategies to different cultures and economic conditions inherent in different countries. The article analyses effective methods of promoting logistics services in international markets and examines important aspects of branding and communication to ensure success in logistics service management. The article examines current trends in the international marketing of logistics services and identifies strategies for adapting to changes in the global economic environment. The authors explore the role of effective logistics service management in creating competitive advantages in international markets, paying attention to supply chain optimisation and improving the quality of customer service. The article also discusses strategies for expanding the network of logistics services in different regions of the world, analyses the issues of choosing optimal transport routes and ensuring delivery reliability. The authors improve approaches to logistics risk management and cost-effectiveness on a global scale. In particular, the article discusses strategies for increasing competitiveness, using flexible pricing and developing customer service strategies to ensure sustainable success in the global logistics segment. The article proposes a structural and logical model for the formation of a marketing strategy for the development of logistics services in the global economic space, focusing on their development in the international economic space. The article studies challenges that companies face in logistics management and identifies key aspects of international marketing aimed at effective positioning of logistics services in the global market. The study provides practical recommendations for improving the efficiency of international marketing of logistics services and managing their development. Particular attention is paid to strategies for expanding the network of logistics services in different regions and developing efficient transportation methods without the use of digital tools. Additionally, the issues of logistics risk management and cost accounting in the global market are considered

Pengembangan dan Implementsi Strategi Pemasaran Inovatif untuk Produk Rengginang Mini dalam Industri Makanan Ringan Metode Analisis SWOT dan Marketing MIX

Mini rengginang is a traditional Indonesian food which has been innovated into a snack and can be consumed by all groups, both young and old. This research aims to identify and implement innovative marketing strategies to increase market penetration of mini rengginang products in the snack food industry. The SWOT evaluation method is used to analyze the strengths, weaknesses, opportunities and threats associated with a product in a competitive market. Meanwhile, the application of the marketing mix aims to optimize product, price, promotion and distribution elements in order to achieve the specified marketing objectives. By integrating these two methods, this research seeks to provide a comprehensive view of how to address market challenges, identify competitive advantages, and adapt marketing strategies to gain a competitive edge in the ever-evolving snack food industry.

Managerial mindset effects on international marketing strategy adaptation decisions

This research investigates how managerial implicit theories—people's implicit beliefs about the malleability of human characteristics—affect international marketing strategy adaptation decisions among B2B exporting managers. Building on mindset theory and the international marketing literature, we hypothesize that managers with a growth mindset will opt for higher levels of marketing strategy adaptation while fixed-mindset managers, who believe in the immutability of human traits, will likely standardize across markets. Across two experimental studies that manipulate mindset, we test these hypotheses and their underlying mechanism and boundary conditions. The results of Study 1 show that mindset affects lifestyle adaptation intentions for individuals in general, thus establishing the baseline relationship. Study 2 finds that business-to-business international marketing managers exposed to a growth (fixed) mindset are indeed more likely to adapt (standardize) their international marketing strategy toward foreign markets. We further show that mindset affects ambiguity tolerance, which in turn affects adaptation decisions, and that the effect of mindset is dampened (strengthened) under low (high) psychic distance conditions. This research enriches the international marketing literature by showing a managerially relevant antecedent of international marketing strategy adaptation decisions and extends implicit theory by showing a behavioral outcome of mindset.

Challenges and Opportunities among Local Entrepreneurs in Malaysian Arts and Crafts Industries following Post-COVID-19 Pandemic

The Malaysian art and craft industry contributes to people's social well-being through job opportunities and income generation. The implementation of the lockdown has jeopardized the sustainability of these industries due to canceled and postponed activities to curb the spread. Despite this situation, Malaysian entrepreneurs have maintained and increased sales by adapting marketing strategies to be flexible in difficult moments. This study aims to gain the inside of local entrepreneurs through an initial observation during a craft festival after post-COVID-19. It summarizes the strategies to overcome the situation, including the development of products, promotion, digital skills, and marketing

Digital marketing in small enterprises in a countryside city

Digital marketing is a change in the corporate environment that has brought new dynamics, challenges, techniques, and tools for companies. Among these changes, many organizations seek to adapt marketing strategies and techniques to new digital platforms. While there are studies indicating how large companies behave in the face of these changes, not much is known about smaller companies, which have different dynamics. Thus, this research aims to analyze how these smaller companies perceive and act in the digital space through marketing. To achieve this goal, a mixed-method study was conducted, with a qualitative study in the first phase, and a quantitative study with managers of companies in the second phase. The results demonstrate that changes in digital marketing strategy demand adaptations and investments to bring about changes. Additionally, after the strategy change, it is necessary to monitor and align it with marketing strategies in other areas and platforms. The questionnaire results with managers of micro and small businesses showed that these companies prefer to allocate their own resources for marketing, focusing on a few platforms and intending to expand their digital presence also with their own resources.

Factors Influencing the Intention to Use Private Autonomous Vehicles in Indonesia's Big Cities

This research explored the factors influencing the intention to use Private Autonomous Vehicles (PAVs) in Indonesia's big cities. The Technology Acceptance Model (TAM) was employed as the theoretical framework due to its model explaining the adoption of new technologies. The study utilized a quantitative approach, employing a Google Form questionnaire to collect data from 315 respondents in Jakarta, Bogor, Depok, Tangerang, and Bekasi. The data were analyzed using PLS-SEM analysis. While previous studies focused on AV adoption in Indonesia, particularly shared AVs as public transportation, and overlooked the aspect of AV familiarity concerning private AV adoption, this research addressed these gaps. The study's novelty lies in including AV familiarity and facilitating conditions variables. The study found that safety, AV familiarity, and facilitating conditions significantly impacted the perceived usefulness and ease of use of AVs, while personal benefit and social influence did not. In conclusion, adapting marketing strategies to diverse user preferences, emphasizing safety in promotional materials, strengthening educational efforts, seeking government support for road improvements, and enhancing the perceived ease of use and usefulness are essential to fostering positive attitudes and intentions toward autonomous vehicle technology.

Marketing strategies in response to tough times – lessons from India during a global crisis

The purpose of the study is, in the first part, to identify and categorize the various guidelines recommended in the extant literature on adapting marketing strategies to handle the challenges posed by economic and other sustained environmental crises across markets. These strategies and initiatives have then been organized into themes. In the second part, the study aims to use these themes as a backdrop to examine the marketing strategies and innovations that marketers in India have used to cope with the disruptions caused by the Corona virus pandemic. The learnings from this research will be a distilled set of recommendations that organizations, especially those operating in emerging markets, could consider in the future in response to such challenging times. This study contributes to the extant literature by highlighting the marketing strategies and tactics adopted by organizations during various recessionary times, particularly during the Covid-19 pandemic. It underscores the importance of marketing strategies in managing crises. It points to select innovative strategies that marketers can pursue to deal with the challenges posed by future economic downturns and support their survival. These strategies will help them protect their brand value and market positioning while maintaining their relationship with customers. Besides, since the study has adopted a broad perspective in analysing the strategies, these marketing tactics can be applied by a wide range of industries such as hospitality, tourism, fast-moving consumer durables, e-commerce, etc. The themes indicate that, by and large, the response of firms to the current pandemic is in line with the marketing strategies adopted during previous environmental disruptions, as substantiated by various examples.