Market Landscape Research Articles

BRAND AMBASSADORS, FOMO, AND PERCEIVED VALUE INFLUENCING LEVI'S IMPULSE BUYING

In today's dynamic market landscape, complex changes are evident across various industries. Consumers now expect a positive shopping experience, viewing consumption activities as both personal fulfillment and social identity markers. To stay competitive, businesses must align their branding strategies accordingly. One strategic approach to enhancing brand appeal involves collaborating with brand ambassadors. Specifically, the allure of K-pop idols plays a substantial role in shaping brand images, thereby motivating consumers to make impulsive purchases. This study seeks to investigate the impact of brand ambassadors on impulse buying behaviors. Additionally, we aim to analyze the significance of perceived value in influencing these behaviors. Data collection utilized Google Forms, gathering responses from 160 Indonesian females between ages 17 and 40 who were familiar with the New Jeans music group and had recently purchased or used Levi’s collections. Our methodology includes processing the data using SMART-PLS 4.0 with Structural Equation Modeling (SEM). Our preliminary findings indicate that brand ambassadors significantly enhance impulse buying through increased perceived value and fear of missing out (FOMO). This research contributes valuable insights into consumer behavior under modern marketing strategies, emphasizing the importance of aligning branding efforts with evolving consumer expectations. By leveraging celebrity influences effectively, businesses can stimulate spontaneous retail activity, offering practical implications for marketers aiming to maximize customer engagement and loyalty. Ultimately, our analysis underscores the strategic potential of collaborating with influential figures like K-pop idols to boost sales within competitive markets.

Psychological explanations for analysts' herding behavior: A study on the impact of information cascades and reputational concerns

This study investigates the influence of information cascades and reputational concerns on analysts' herding behavior in financial markets. Using a mixed-methods approach combining archival data analysis and surveys of 5,237 financial analysts covering S&P 500 companies from 2014 to 2023, we examine the interplay between these psychological factors. Our findings reveal that both information cascades and reputational concerns significantly impact herding behavior, with a notable synergistic effect when combined. Structural equation modeling demonstrates that information cascade strength positively correlates with herding behavior (β = 0.43, p < .001), partially mediated by perceived market consensus. Reputational concerns also show a strong positive association with herding (β = 0.51, p < .001), moderated by career stage. Importantly, the interaction between information cascades and reputational concerns (β = 0.24, p < .001) suggests that their combined effect is greater than the sum of their individual impacts. This effect varies across analyst characteristics and market conditions, with stronger influences observed in small-cap stocks and high-volatility periods. Time-series analysis reveals dynamic fluctuations in these effects over time, responding to significant market events. These results contribute to the theoretical understanding of financial market behavior by integrating social influence and career concern perspectives, offering insights for both scholars and practitioners in an increasingly complex market landscape.

Integrating Multimodal Generative AI Technologies in Postgraduate Marketing Education

While industry practices evolve rapidly, marketing education in Australia and New Zealand faces challenges in keeping pace, particularly regarding the adoption of current marketing technologies (Harrigan et al., 2022). Generative AI, exemplified by systems like ChatGPT and DALL·E, has demonstrated benefits for learning (Baidoo-Anu & Ansah, 2023). However, despite its potential, there remains a dearth of practical guidance on effectively incorporating these technologies into marketing courses. This gap persists even as general frameworks for responsible and ethical AI use, such as the Australian Framework for Generative AI in Schools (2023), emerge. As the demand for graduates with generative AI skills grows in the job market, educators must explore innovative pedagogical approaches to bridge this gap. This academic poster presents an innovative application of generative artificial intelligence (GenAI) in the context of teaching digital marketing at the postgraduate level. Its purpose is to bridge the gap between academic theory and industry practice by encouraging educators to integrate AI tools into their curriculum through experiential learning pedagogy (Kolb, 2014), characterized by a learning process whereby knowledge is created through hands-on experiences. The poster exemplifies how various types of GenAI technologies — specifically text-based, image-based, and video-based — can enhance teaching content, tutorial exercises, and assessments within the digital marketing course. The poster showcases examples of how these GenAI tools are integrated in the course content, to guide students in generating innovative ideas for using AI in marketing to gain a competitive edge: Text-based GenAI: Tools like ChatGPT and Gemini can automatically generate search keywords for search engine marketing. By integrating text-based GenAI tools with established marketing technology (MarTech) tools such as Google Ads and Google Ads Keyword Planner, students engage in practical exercises that combine AI-generated initial ideas (e.g., search keywords) with further analysis (e.g., search volume, click-through rates, and bidding costs) using established MarTech tools. This hands-on approach enhances their learning experience and prepares them for real-world applications. Image-based GenAI: Platforms such as DALL·E, Midjourney, and Stable Diffusion enable the creation of custom images for display advertising, enhancing visual communication in marketing materials. Through experiential learning activities, students can explore ideas, seek unusual combinations, and inspire creativity faster with image-based GenAI tools, resulting in a greater variety of display ad materials. Video-based GenAI: Applications like Sora and Synthesia facilitate the production of short video clips suitable for social media marketing (e.g., YouTube Shorts, TikTok). By engaging in dynamic content creation exercises, students learn to streamline content creation, reduce manual work, and save both time and budget, thereby gaining practical skills in social media marketing. By incorporating these GenAI technologies through experiential learning pedagogy, educators can enrich the learning experience, foster critical thinking, and prepare students for the evolving landscape of digital marketing. Future research can study the use of GenAI in marketing education using theoretical frameworks such as the Unified Theory of Acceptance and Use of Technology (Venkatesh et al., 2016).

Dynamic pricing and demand forecasting: Integrating time-series analysis, regression models, machine learning, and competitive analysis

Abstract. Dynamic pricing is a critical strategy for businesses seeking to optimize revenue and stay competitive in fluctuating markets. This paper explores the integration of various demand forecasting techniques, including time-series analysis, regression models, and machine learning algorithms, with competitive analysis methodologies to enhance dynamic pricing strategies. Time-series analysis focuses on decomposing data into trend, seasonality, and random fluctuations, using ARIMA models for accurate demand prediction. Regression models delve into the complexities of variable interactions, extending beyond linear relationships to include advanced techniques like Ridge, Lasso, and Elastic Net regression. Machine learning algorithms, such as decision trees, random forests, gradient boosting, and neural networks, revolutionize demand forecasting by uncovering complex patterns in large datasets. Competitive analysis incorporates market scanning, price elasticity estimation, and competitor behavior modeling to inform dynamic pricing decisions. Optimization algorithms, including linear programming, genetic algorithms, and simulated annealing, are employed to refine pricing strategies, while revenue management techniques like yield management and overbooking ensure maximum revenue from perishable goods and services. This comprehensive approach enables businesses to dynamically adjust prices in real-time, maintaining competitiveness and maximizing profitability in an ever-evolving market landscape.

The Transformative Impact of Artificial Intelligence and Machine Learning on Marketing Operations

This comprehensive article explores the transformative impact of Artificial Intelligence (AI) and Machine Learning (ML) on modern marketing operations. The research delves into key areas where AI and ML are revolutionizing marketing strategies, including hyper-personalization, predictive analytics, and conversational AI. Through an analysis of recent developments and case studies, the article demonstrates how AI-driven personalization significantly enhances customer engagement and relevance, with some implementations showing up to 25% increase in revenue and 15% improvement in customer retention rates. The article also examines the role of predictive analytics in shifting marketing strategies from reactive to proactive approaches, enabling more accurate forecasting of customer behavior, campaign performance, and market trends. Furthermore, the evolution of chatbots and conversational AI is explored, highlighting their capacity to automate lead qualification, scale customer engagement, and gather real-time insights without increasing manual input. The integration of AI in marketing operations is shown to improve campaign management efficiency, enhance personalization capabilities, and facilitate future-focused campaign development. However, the research also addresses the challenges and ethical considerations associated with AI integration in marketing, including data privacy concerns, skill gaps, and the need to balance automation with human creativity. This article provides a comprehensive overview of how AI and ML are reshaping the marketing landscape, offering valuable insights for marketers, researchers, and business leaders navigating this technological revolution.

Proactivity or withdrawal? The role of attributions in employee psychological and behavioral responses to leader high performance expectations

In today’s fiercely competitive market landscape, leader high performance expectations (LHPEs) are increasingly integrated into performance management practices in the workplace. However, this adoption may yield a performance management paradox: while some argue that high performance expectations prompt proactive employee engagement, others assert that such expectations induce withdrawal. Our study aims to unveil this paradox and its underlying mechanisms. Drawing upon insights from the HR attributions literature and the job demands-resources model, we propose that the impact of LHPE is contingent upon employees’ attributions for this practice. Specifically, employees attributing LHPE to prosocial motives experience a sense of thriving at work, leading to increased engagement in proactive behavior (the motivational pathway). Conversely, those attributing LHPE to self-interest motives experience distress at work and tend to withdraw (the strain pathway). Our hypotheses are supported by the results of a three-wave survey involving 321 employees. Overall, our findings underscore the crucial role of employee attributions in implementing LHPE as a performance management strategy, offering insights into its optimal utilization.

Market Landscape and Digital Presence of Cacao-based Products in Bicol Region, Philippines

The Philippines stands as one of the world's emerging players in the cacao industry with its potential to contribute substantial impact in the global cacao market. A research study was conducted to determine the market landscape and marketing strategies conducted by cacao farmers and processors in Bicol region, Philippines. Surveys and interviews were conducted to capture diverse perspectives and insights of 70 cacao farmers, processors, traders and retailers. Result of the study showed that demographic characteristics of the group shows the predominance of traditional farming activities combined with a significant involvement in processing and trading which highlights a diversified approach to agriculture. Majority are directly involved in selling goods to consumers, either through retail or a combination of wholesale and retail activities. There is a strong inclination towards digital marketing and direct consumer engagement, alongside traditional wholesale and retail strategies. Market outlet for cacao products in the province suggests that most market activities are locally or provincially focused, with some engagement in regional and international markets. In terms of pricing information, there is a reliance on formal and market-based sources. Likewise, most businesses recognize the value of social media in reaching customers and promoting products. Recommendations include developing targeted marketing campaigns to specific consumer segments within the province, harnessing and further strengthening the power of digital marketing channels, including social media, e-commerce platforms, and influencer partnerships, strengthening collaboration with other stakeholders across the cacao value chain to improve market linkages and promotion and continue conducting market research and consumer preferences and monitor market trends.

Strategy for Improving Business Performance in Micro and Small Enterprises through Innovation and Digitalization

This study aims to examine strategies for enhancing business performance in micro and small enterprises (MSEs) through the integration of innovation and digitalization. In an era where digital transformation has become critical for competitiveness, MSEs face unique challenges due to limited resources, constrained access to technology, and often limited technical expertise. Using a qualitative approach through library research and literature review, this study synthesizes current research on the role of innovation and digital adoption in boosting productivity, expanding market reach, and improving operational efficiencies in MSEs. Findings reveal that innovation and digitalization not only facilitate access to broader customer bases but also enable cost-effective marketing and streamlined operations. Additionally, the analysis indicates that overcoming barriers such as technology adoption costs and skill gaps is essential for successful digital transformation in MSEs. Supportive policies, digital literacy training, and partnerships with technology providers emerge as critical components to foster a conducive environment for these enterprises. The study contributes to the ongoing discourse by identifying key success factors for MSEs embarking on digital and innovative transformations. Furthermore, it provides recommendations for policy makers, business owners, and stakeholders to enhance MSE resilience and competitiveness in a digitalized economy. This research underscores the importance of aligning digital strategies with business goals to ensure sustainable growth and adaptation in a rapidly evolving market landscape.

The Reality of E-Commerce and Digital Marketing in the Yemeni Market: Opportunities and Challenges

This research paper provides a comprehensive examination of the current landscape of e-commerce and digital marketing in the Yemeni market, highlighting its unique opportunities and inherent challenges. In an era marked by rapid technological advancement and widespread internet accessibility, Yemen presents a distinctive environment for businesses to thrive. The study seeks to uncover critical insights into consumer behavior, emerging market trends, and the effectiveness of various digital marketing strategies within this region. Through the integration of recent statistical data and sophisticated analytical charts, the paper aims to offer valuable recommendations that can enhance the growth and sustainability of e-commerce in Yemen.

Responsible Email Marketing in Higher Education

In higher education, responsible email marketing emerges as a critical strategy for engaging students, alums, and potential students meaningfully and ethically. By comprehensively examining best practices and regulatory compliance, we aim to provide educational institutions with actionable insights for cultivating trust and enhancing communication effectiveness in their email marketing campaigns. This paper explores the nuanced landscape of responsible email marketing within higher education, focusing on balancing effective communication and ethical considerations. The paper aims to identify the starting points for creating a responsible email marketing campaign in higher education. Sources such as Marketing Compare, OmniUpdate, IBM Marketing Cloud and CoSchedule were used for secondary research. The results were formulated based on data published in surveys by RNL, Emma, Oberlo, LeadSquared, Full Fabric, Barnes and Noble, and WordStream. The following scientific research methods were used to create individual parts of the paper: extraction, information collection and processing, comparison, analysis, synthesis and interpretation. By examining current practices, regulatory frameworks, and case studies, we identify strategies institutions can employ to respectfully and effectively engage their audiences. Our analysis highlights the importance of transparency, consent, and personalisation in fostering trust and building long-term relationships with students, alums, and prospective learners.

The Impact of Artificial Intelligence on Marketing Strategies

The research project examines the impact of Artificial Intelligence (AI) on marketing strategies across various industries, focusing on how AI-driven technologies enhance customer engagement and optimize marketing campaigns. The objective of this study is to explore the diverse effects of AI on marketing practices and to identify the challenges and ethical considerations that arise from its implementation. The research was conducted through a qualitative methodology that conducted interviews with 18 marketing professionals to gather information about their experiences and perceptions regarding AI in marketing. The findings reveal a significant trend toward the adoption of AI and machine learning technologies. Participants noted their effectiveness in personalizing customer interactions and improving data-driven decision making. Key themes include the success of AI-driven tools such as recommendation systems and predictive analytics in enhancing marketing effectiveness. The researchers highlighted some ethical concerns which included data privacy, algorithmic bias, and the need for transparency. The research study validates the importance of data literacy and AI competence among marketing professionals. It suggests that organizations prioritize skill development to adapt to the evolving marketing landscape. The research contributes to the existing body of knowledge by emphasizing the dual role of AI as a transformative force in marketing while also raising critical ethical issues. The research offers practical recommendations for businesses to effectively utilize Artificial Intelligence while ensuring they remain competitive in the global marketing landscape.

Research on the Transformation of Radio and Television Directors in the Media Convergence Environment

In today's social context, the market landscape of various industries in China has become more complex, and the continuous development of information technology has greatly influenced the working methods of many sectors, promoted the transformation and upgraded of different industries. With the widespread application of the internet and information technology, traditional radio and television face significant challenges. To meet the needs of media convergence development, it is essential to optimize the content of radio and television based on the current development situation and accelerate the transformation of radio and television directors, thus addressing the shortcomings of the media market and adapting to the needs of the times. Therefore, directors, as a crucial link that impacts the quality and effectiveness of radio and television, must fully leverage the core advantages of radio and television media, explore scientific development paths, break through the current developmental challenges, accelerate their transformation, and promote the continuous prosperity of China's radio and television industry.

Peran Digital Marketing pada UMKM dengan Prinsip-prinsip Syariah

The rapid development of technology has greatly changed the marketing landscape in the world, where marketing methods that were previously completely traditional and conventional have now been integrated into the digital world. Understanding and awareness of the importance, role and influence of digital marketing in micro, small and medium enterprises (MSMEs) is still low. Its implementation is still considered not that important, on the grounds that the business being run is not a large business that requires digital marketing. Including its implementation of sharia principles is still very minimal. Research that explores the role of digital marketing in MSMEs with sharia principles in a comprehensive manner has never been conducted before. The aim of the research is to explore the role of digital marketing in MSMEs with sharia principles. The method used is library research, using critical analysis techniques. The results of research regarding the role or impact or influence of digital marketing in MSMEs with sharia principles are on the following 15 things: (1) facilitate access to information; (2) marketing products; (3) become a superior product; (4) healthy competition; (5) expanding target/market share; (6) expanding geographic reach; (7) building trust and reputation; (8) purchasing decisions; (9) increase in income; (10) increase in sales; (11) increasing business performance; (12) business sustainability and success; (13) application of Islamic marketing ethics; (14) development of halal label MSMEs; and (15) development of MSMEs through cooperatives.

Digital Transformation Strategies for Enterprises - An Case Study of the Traditional Retail Industry

Against the background of rapid changes in science and technology and the rapid development of the digital economy, the market landscape is going through unprecedented and profound changes, consumer preferences becoming more and more personalized and diversified, while the e-commerce sector has shown a vigorous development trend. More and more traditional retail companies realize that digital transformation has become an unavoidable trend under competitive pressure. How traditional retail companies can establish a competitive and adaptable business model through digital technology is an urgent problem that needs to be solved nowadays, but many companies have no clear idea about it and lack systematic digital transformation plans. This paper analyses the current situation of traditional retail enterprises and the dilemma of digital transformation. It puts forward suggestions for digital transformation strategies, hoping to help retail enterprises understand and cope with the challenges of digital transformation, enrich the ideas of digital transformation at the theoretical level, and provide references for traditional retail enterprises that are undergoing digital transformation.

The Ascendancy of RISC-V: An In-Depth Review of Its Open-Source Potential and Future Applications

Currently, the rapid advancement of RISC-V and the consequent changes in industry and market landscapes are capturing significant attention from various stakeholders. In recent years, there has been a notable increase in the number of companies and developers dedicating their efforts to researching and developing RISC-V technologies. In light of this trend, this paper aims to examine the global development of RISC-V, providing a comprehensive analysis of its progression on an international scale. It will compare RISC-V with other prominent instruction set architectures such as x86 and ARM, evaluating the relative merits and drawbacks of each. The paper will systematically organize and discuss relevant data to highlight RISC-V’s advantages and limitations. Furthermore, it will present an overview of existing RISC-V products and their applications across different sectors. Lastly, the paper will explore the future market potential of RISC-V, assessing how it might influence the industries related to chips and related markets in the coming years.

Influence of Supply Chain Diversification on the Performance of Large Food and Beverage Processing Companies in Nairobi City County, Kenya

The performance of food and beverage manufacturing companies has become a pressing concern due to the rising incidence of supply chain disruptions, which pose significant threats to achieving operational goals. This study investigates the influence of supply chain diversification on the performance of large food and beverage processing companies in Nairobi City County. Supply chain disruptions have been linked to severe financial repercussions, including lower stock returns and increased failure rates, necessitating innovative management strategies. Utilizing a quantitative correlational research design, the study surveyed all 46 major food and beverage companies in the region, targeting procurement, financial, operations, and supply chain managers. Data collection was conducted via questionnaires, achieving an impressive response rate of 81%, underscoring the representativeness of the findings. Statistical analysis revealed a strong positive correlation between supply chain diversification and organizational performance, with an R-squared value of 0.650, indicating that approximately 65% of performance variability could be attributed to diversification practices. Regression analysis confirmed that each unit increase in diversification significantly enhanced performance metrics. These results align with existing literature, emphasizing the need for proactive diversification strategies to mitigate risks and enhance operational efficiency. Recommendations include continuous investment in diversifying supplier bases, adopting advanced technologies such as artificial intelligence, and implementing regular training programs for staff. Furthermore, strategic partnerships with suppliers and routine assessments of risk management policies are vital for maintaining competitive advantages. This research highlights the critical role of supply chain diversification in enhancing performance in the food and beverage sector, providing insights that are essential for navigating the complexities of modern supply chains. Future research should explore comparative studies across different sectors, longitudinal impacts of diversification, and qualitative insights from industry leaders to further enrich understanding in this area. By addressing these recommendations and research avenues, food and beverage manufacturing companies can enhance their resilience and ensure sustained performance in an ever-evolving market landscape..

Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in Southwest, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behaviour and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organizations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

A Review of Tiktok Livestreaming Commerce

In recent years, live-streaming commerce has witnessed remarkable global growth, catalyzed in part by the COVID-19 pandemic. TikTok, originally a video-sharing app, has undergone rapid expansion and now offers livestreaming capabilities. This review aims to explore how TikTok livestreaming is reshaping the marketing landscape. The objective is to uncover the advantages of TikTok livestreaming for various stakeholders, shedding light on its potential implications for marketers, customers, and content creators. A comprehensive examination of existing literature was conducted, analyzing studies, reports, and academic papers. The analysis focused on the multifaceted benefits of TikTok live streaming for marketers, customers, and content creators. It also considered practical implications for businesses utilizing this platform. TikTok livestreaming fosters real-time engagement between marketers and customers, leading to enhanced trust and more effective product demonstrations. It appeals to younger demographics, offering a valuable marketing avenue. For customers, it facilitates interactive, informative, and emotionally engaging shopping experiences. Content creators can leverage TikTok live streaming to monetize their content and deepen connections with their audience, enhancing brand exposure. In conclusion, TikTok livestreaming is reshaping e-commerce by facilitating immersive, interactive, and trust-building experiences for marketers, customers, and content creators. Marketers should focus on quality interaction, product presentation, and partnering with suitable content creators. Collaborations with influencers should consider credibility and alignment with brand values. Leveraging TikTok's livestreaming capabilities offers the potential to cultivate customer loyalty and retention, transforming conventional marketing paradigms in the process

An Analysis of the Optimization of ANTAs Marketing Strategy

ANTAs announcement of Irving as the face of their basketball division, alongside record revenue growth, underscores the potency of strategic marketing in driving profitability and brand recognition. This paper explores the significant impact of effective marketing strategies on business development, using the case study of ANTAs collaboration with NBA player Kyrie Irving as a focal point. By adopting SWOT analysis, this paper delves into the pivotal role of marketing in leveraging strengths, addressing weaknesses, seizing opportunities, and mitigating threats. Moreover, it elucidates Irvings multifaceted influence, from his on-court prowess to his social media presence and philanthropic endeavors, underscoring the immense value he brings to brand partnerships. This paper further examines the synergies between ANTAs brand strengths and Irvings influence, emphasizing the competitive edge attained through strategic collaboration. While the study identifies the importance of marketing strategies, it also acknowledges areas for future research, advocating for deeper empirical analysis and case studies to enhance insights into maximizing marketing efficacy. Ultimately, this paper underscores the paramount importance of robust marketing strategies in optimizing business competitiveness and driving sustained growth in dynamic market landscapes.

The influence of Tiktok eWOM on consumer purchase intentions for local skincare products

This study investigates how TikTok electronic Word-of-Mouth (eWOM) impacts consumer purchase intentions in Indonesia, focusing specifically on key information characteristics within the local skincare product market. It examines factors such as information quality, information credibility, information task-fit, needs of information, attitude towards information, information usefulness, and information adoption towards purchase intention. Data were gathered from 385 participants via a questionnaire and analyzed using structural equation modeling (SEM) with the partial least squares (PLS) method. The results reveal that information quality, information task-fit, needs of information, attitude towards information, information usefulness, and information adoption significantly influence consumer purchase intentions. These findings underscore the influential role of TikTok in enhancing consumer engagement and shaping purchasing behaviors, particularly in the context of skincare products. For marketers in the skincare industry, these insights are crucial as they highlight the effectiveness of leveraging TikTok and similar platforms for marketing strategies. By understanding these dynamics, marketers can effectively harness social media to engage with consumers, build brand loyalty, and drive purchase decisions in a competitive market landscape.