Market Strategies Research Articles

Waves or ripples: African countries risk shocks and the survival of Chinese exports to Africa

This paper examines the impact of risk shocks in Africa on the stability of Chinese firms' export relationships by analyzing risk fluctuations and using survival analysis to measure their effect. The findings reveal that risk shocks significantly increase the survival risk of Chinese firms' export relationships, leading to a notable reduction in stability. Private and non-foreign firms are more vulnerable to these risks, but certain market strategies such as learning-by-doing, learning from neighboring firms, and waiting strategies can effectively mitigate their adverse effects on export stability. Our findings indicate that certain market strategies, such as learning-by-doing, learning from neighboring firms, and waiting strategies, can effectively mitigate the adverse effects of risk shocks on export stability. Interestingly, a nonlinear marginal effect is observed in the case of the waiting-timing strategy. However, adopting a multi-destination strategy tends to worsen the negative impact of risk shocks on export stability, especially for private firms. Furthermore, non-market strategies employed by firms that promote government diplomatic behavior help reduce this negative impact.

Harnessing the Power of Social Media, Pricing Strategies, Brand Image, and Product Quality in Shaping Purchase Decisions

This research aims to determine whether there is an influence of social media, price, brand image and product quality on purchasing decisions for ASUS brand laptops. The population of this research is YARSI University students who buy or use ASUS brand laptops. The sampling technique uses a non-probability method, with a purposive sampling technique through distributing questionnaires. The data analysis methods used are multiple regression analysis. The research results show that (1) the influence of social media has a negative and insignificant effect on purchasing decisions. (2) price has a negative and insignificant effect on purchasing decisions. (3) brand image has a positive and significant effect on purchasing decisions. (4) product quality has a positive and significant effect on purchasing decisions. (5) Simultaneously, all independent variables have a significant influence on purchasing decisions. The managerial implications of this research indicate that companies must focus on integrated marketing strategies on social media to increase interaction and engagement with consumers. Competitive and transparent price management can increase product attractiveness, while a positive brand image needs to be built through consistent and innovative communication.

Analyzing the impacts on passenger yield of incumbent companies after the entry of a new company into the aviation market: The case of Brazil

The public air transport market is generally oligopolistic, meaning that the market strategies of some companies can influence the decisions of rivals and impact consumer prices. This sector has been marked by a large flow of airline entries and exits. Considering this scenario, the objective of this work is to evaluate how the revenue from airline tickets of incumbent companies in the national aviation market in Brazil was impacted after the entry of a new company. A fixed-effects Difference-in-Differences model (DID) using a feasible generalized least squares (FGLS) estimator with panel data is used to assess this impact. To assess the impact of the entrant on yield dispersion, we apply the regression equation to P90 and P10 of the distribution. We also applied the equation, considering the Gini coefficient as the dependent variable. The results showed that the average income of incumbent companies reduced by an estimated magnitude of 5.9% in the period after the new company entered the market. Our findings also indicate an increase in distribution dispersion in the period following market entry, with a more pronounced reduction of 19% in the P10 and 1.5% in the P90. We conclude that the entry of the new company was readily assimilated by the incumbents, so that the competitive effect can explain the identified reduction in average income. The entry of a new competitor was especially beneficial to consumers in the lower tail of the distribution.

Digitalization in Italian SMEs: the transformation of marketing channels

AbstractThe evolution of marketing channel management and the integration of digital technologies in the overall marketing architecture have been deeply examined in the SME literature. Even if in academia the opportunities of digital in terms of performance, growth, and competitiveness are well recognized, in practice, SMEs are not always ready to fully exploit the potential of new technologies, reshaping their channels’ structure and strategies. In this paper, we display insights into the transformation and management of marketing channels for Italian manufacturing medium-sized enterprises. The study explores if and how “Made in Italy” companies are introducing digital channels in their market strategy, aiming at an omnichannel management perspective. We conduct a two-stage research design involving manufacturing medium-sized enterprises acting in the typical “Made in Italy” sectors: a Grounded Delphi Method with semi-structured interviews and the collection of data by a survey. We contribute to extending prior literature by presenting the enablers and barriers of specific marketing channels in the overall architecture and the main reasons for improving an omnichannel perspective in the perspective of the near future. In particular, the research identifies that Made in Italy medium-sized enterprises rest on decisions about adopting and managing specific channels and developing an omnichannel perspective on firm-specific and owner-managerial factors, while resource-related and environmental factors can be overcome, in particular, thanks to new partners. Based on this analysis, we then recommend specific research avenues to stimulate and advance further investigations.

Flour geographical indication in the Southern Bahia

The region surrounding the city of Buerarema, is also known as “Bolsão do Maruim” (a rural area contained in the municipalities of Buerarema, São José da Vitória, Ilhéus and Una, in South Bahia) Where cassava production, is notoriously recognized for its excellent flour quality. Aiming to add reliability and national recognition, this work presents points of attention to be observed in a market strategy based on the registration of the Geographical Indication (GI) of cassava flour from Buerarema. For example, some GIs include: Champagne from France, Port wine from Portugal, coffee from Colombia, Parmigiano-Reggiano cheese from Italy, Canastra cheese from Brazil and Cachaça from Salinas also in Brazil. The GI registration is granted to products or services that are characteristic from their site of origin, which generates renown and value, also giving emphasis in relation to their competitors in the market place. There are thousands of GIs registered in the world and most belong to the agricultural and food sector and their commercial value is estimated in billions of dollars. The work is of an Applied nature and through a qualitative, exploratory research, using the technical procedure of action-research and bibliography. As a result, the main aspects are presented that the possible Gi registration for Buerarema flour must observe and define in order to protect its product from local competition and also in global markets.

User Behavior Analysis and Optimization Countermeasures in Shopping APP Interface Design

In this study, the interface design and marketing strategy of shopping APP were deeply discussed, and a series of optimization countermeasures were put forward. The principles of interface design and user behavior are analyzed, and the design problems such as information overload, complicated navigation, low usage frequency and high user loss are pointed out. The countermeasures of interface design optimization, user behavior guidance and marketing strategy adjustment are put forward, including simplifying interface, optimizing navigation, personalized recommendation, incentive mechanism, brand building and marketing promotion. These measures are aimed at improving user experience, enhancing user stickiness and enhancing market competitiveness. Through this research, it provides theoretical basis and practical guidance for shopping APP interface design optimization and market strategy adjustment.

Satyadarshan Technologies & Services: revolutionizing urban mobility?

Learning outcomes After reading and analyzing this case study, students will be able to describe the challenges of creating an electric vehicle (EV) start-up with the objective of zero-carbon emissions, identify opportunities and challenges for Satyadarshan Technologies & Services (STS) in enhancing the B2B customer base and sales volumes in the EV market, identify and assess government incentives to reinforce STS’s existing EV business and compose an understanding of and determine an ability to use various industrial marketing and promotion strategies for STS in the present environment. Case overview/synopsis STS was launched in 2020 to provide environmentally conscious urban commuting. Himanshu Purohit, the founder of STS, commenced an e-bicycle assembly unit and produced the first advanced electric drivetrain technology. The vision was to transform how people viewed mobility and make EVs the standard for a healthier globe. Nurturing a start-up with zero-carbon emissions was tedious due to limited infrastructure, high costs, low market acceptance and supply chain constraints. With the relentless pursuit of excellence, STS constantly pushed the boundaries and crossed the break-even ceiling in the year 2022. As a budding player in the souk, the company expected to gain a strong presence in the EV market with particular attention to the B2B customer segment. At the same time, the company aimed to ensure business sustainability by leveraging government incentives. The company needed to expand its corporate sales volume and craft a sustainable competitive advantage. Purohit recognized various challenges to the sustainability of STS that stood between the company's goals and their realization, particularly in achieving a sustainable move in the EV segment. Consequently, Purohit found himself at a critical juncture to pave the path toward the growth of the start-up. Eventually, analysis of the company's business challenges, industrial marketing and promotional strategies required strategic planning to appraise and evaluate the business model. Complexity academic level This case study is designed for new-age Master of Business Administration and executive management programs. It should be used in entrepreneurship and strategic management courses to discuss small innovative e-bike start-ups. This includes conducting a competitive analysis and self-assessing a firm's market-oriented strategies. Prima facie, undergraduate and postgraduate students are beneficiaries of this case. This case study may also be conducive to teaching how to initiate a sustainable and green vehicle business. This case study guides students entering the EV business, addressing industry-specific challenges and conducting market analysis. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.

Modeling and Analysis of BESS Operations in Electricity Markets: Prediction and Strategies for Day-Ahead and Continuous Intra-Day Markets

Modeling and Analysis of BESS Operations in Electricity Markets: Prediction and Strategies for Day-Ahead and Continuous Intra-Day Markets

The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda

PurposeForeign subsidiaries of multinational enterprises (MNEs) operate in complex and competitive international environments, implement market and non-market strategies, manage resources and value-added activities and contribute to the overall performance of their parent firms. Thus, the research question on the determinants of MNE foreign subsidiaries’ performance is of interest to managers and academic researchers. The empirical literature has flourished over the recent decades; however, the domains are fragmented, and the findings are inclusive. The purpose of this study is to systematically review, analyse and synthesize the empirical articles in this area, identify research gaps and suggest a future research agenda.Design/methodology/approachThis study uses the qualitative content analysis method in reviewing and analysing 150 articles published in 24 scholarly journals during the period 2000–2023.FindingsThe literature uses a variety of theoretical perspectives to examine the key determinants of subsidiary performance which can be grouped into six major domains, namely, home- and host country-level factors; distance between home and host countries; the characteristics of parent firms and of subsidiaries; and governance mechanisms (the establishment modes and ownership strategy, subsidiary autonomy and the use of home country expatriates for transferring knowledge from the headquarters and controlling foreign subsidiaries). A range of objective and subjective indicators are used to measure subsidiary performance. Yet, the research shows a lack of broader integration of theories and presents inconsistent theoretical predictions, inconclusive empirical findings and estimation bias, which hinder our understanding of how the determinants independently and jointly shape the performance of foreign subsidiaries.Originality/valueThis study provides a comprehensive, nuanced and systematic review that synthesizes and clarifies the determinants of subsidiary performance, offers deeper insights from both theoretical, methodological and empirical aspects and proposes some promising avenues for future research directions.

Negative performance feedback and firms’ CSR strategy selection: Conformity or differentiation?

Drawing on the behavioral theory of the firm (BTOF), studies debate about whether underperforming firms will engage in more corporate social responsibility (CSR). In this study, we categorize CSR into CSR conformity and CSR differentiation, and find that underperforming firms are more likely to increase CSR conformity but decrease CSR differentiation. Furthermore, market strategy deviation strengthens the positive effect of negative performance feedback on CSR conformity and the negative effect on CSR differentiation. This study sheds new light on the debate over the relationship between negative performance feedback and CSR.

Unleashing the Potential of the Indian Fintech for Financial Inclusion: A Qualitative Analysis

The fintech revolution has many ramifications for the financial market microstructure, regulatory framework and entire society. Policymakers across the world have begun to pin their hopes on digital initiatives and the fintech for financial inclusion. They believe that the fintech can lead to better access to finance. This study provides a thematic analysis of the qualitative data leading to four major themes in the newly evolving Indian fintech landscape. The themes that emerged from the in-depth interviews with the key informants, are evolution, potential, market strategy and regulatory. The findings suggest that fostering training and awareness amongst the customers is imperative to build up their trust. Regulatory interventions should also be based on proper engagement and learning with other stakeholders of the ecosystem.

Mavericks and Diplomats: Bridging Commercial and Institutional Entrepreneurship for Society’s Grand Challenges

Many of society’s grand challenges, like access to education, improved public health, and building smart infrastructure, occur in established fields, often ones where noncommercial logics matter. Grounded in a theory-building study of two well-matched EdTech ventures in the nascent MOOC market in the U.S. higher education field, we unpack their strategy formation processes. These ventures faced the dual problem of forming a successful strategy in a nascent market while changing an established field. Our primary contribution is a theoretical framework that identifies two distinct yet effective processes. One (Maverick) is a competitive, learning centric process, whereas the other (Diplomat) is a cooperative, diplomacy-centric one. Although distinct, these processes unexpectedly share the same decision weaving (i.e., hybrid) problem-solving structure that fits complex, novel problems like strategy formation. Broadly, we contribute to institutional theory and institutional entrepreneurship by introducing the diplomacy lens, its tactics, and firm performance. We contribute to learning theory and entrepreneurship by identifying the unique features of learning in established markets, including the limits to rapid experimentation and the value of collaborative learning for changing established fields. We add to practice by emphasizing the difficulty of achieving both commercial success and societal impact. Overall, we bridge the gap between institutional and commercial entrepreneurship. Funding: The authors gratefully acknowledge the generous research support of the Stanford Technology Ventures Program. Supplemental Material: The online appendix is available at https://doi.org/10.1287/orsc.2020.13810 .

A Study on Key Performing Indicator and their Impact on Sales at MYBAE BAGS

Key Performance Indicators (KPIs) play an important role in the sales process in a competitive business environment. This study highlights the importance of KPIs in providing a structured way to measure, evaluate and optimize sales performance. KPIs, which include metrics such as sales revenue, conversion rates, customer acquisition costs, sales growth, and average transaction value, provide valuable insight into aspects of the sales process. Based on organizational goals and industry standards, these metrics help companies make data-driven decisions, reinforce accountability, and drive continuous improvement. This study explores the bag industry, divided into fashion, travel, sports, business and specialty bags. Advances in technology have led to the use of lighter and stronger materials and the inclusion of features such as RFID blocking sensors and integrated circuits. This industry is global and has a significant contribution to the economies of the world and India. Research methods include the collection of primary and secondary data using data analysis techniques to determine market size and forecast. A PESTEL analysis of an industry examines the political, economic, social, technological, environmental and legal issues affecting the industry. The report also provides an overview of MYBAE BAGS, highlighting its business segments, revenue growth, and market strategies. This study highlights the importance of KPIs in driving strategic change and achieving sustainable growth, positioning KPIs as important tools for organizations seeking to improve sales performance and good management

Variation in the values of the beta coefficient for systematic risk depending on the approach applied on the example of companies from the WIG20 index

Purpose of the study: The beta coefficient for systematic risk can be obtained with various methods. Each of these methods may be methodologically correct and justified in the scientific literature, but the results obtained may differ. The aim of the article is to indicate differences in the estimated values of the beta coefficient for systematic risk caused by different methods of their calculation or different sources of data acquisition. Methodology: The article presents methods of calculating the beta coefficient for systematic risk and the most popular sources of obtaining this coefficient. Then, the beta ratio was calculated using the historical method for the period of 1, 2, 5 and 10 years for companies from the WIG20 index and beta indicators were obtained from the publications by A. Damodaran. On the basis of the obtained data, maximum divergences in beta coefficient values were determined and their mean value was calculated. Main findings: The results of the work indicate the average difference in beta values for companies from the WIG 20 index at the level of 0.51 and the maximum value of 1.12. Moreover, it was determined that statistically the lowest beta values as of December 31, 2023 for companies from the WIG20 index were provided by the historical method for a period of 2 years, and the highest values were provided by A. Damodaran. Application of the study: The conducted research indicates the range in which stock market analysts and valuation specialists can model the valuation value from the level of the beta coefficient. Market practitioners can choose both the highest and the lowest value and thus influence the value of the discount rate and the value of the company's valuation in the discounted cash flow method. Originality/Novelty of the study: The article presents original results of empirical research on the beta coefficient. This paper presents volatility in the values of the beta coefficient for systematic risk resulting from different methods of estimating it on the example of companies from the WIG20 index.

Strategi Pemasaran Produk Qardh Beragunan Emas dalam Meningkatkan Minat Nasabah pada Bank Syariah Indonesia KCP Medan Aksara

This study evaluates the marketing strategy of the Gold-Backed Qardh product at Bank Syariah Indonesia KCP Medan Aksara with the aim of identifying the effectiveness of the strategy in increasing customer interest. The method used is qualitative with a SWOT analysis approach, which involves interviews with the bank and analysis of marketing documents. The results of the study indicate that the marketing strategy implemented includes appropriate market segmentation, product development in accordance with sharia principles, and effective promotion. The SWOT analysis reveals the strengths of the product in terms of sharia compliance and the stable value of gold as collateral, but also highlights challenges such as increasing market awareness and administrative efficiency. Therefore, an integrated marketing strategy that is responsive to market dynamics can increase customer interest and strengthen the bank's position in the market.

Competitive advantage and sustainability in Ghanaian microfinance institutions: the mediating role of strategic capabilities

This study explores the effect of competitive advantage on sustainability within Ghanaian microfinance institutions (MFIs), emphasizing the mediating role of strategic capabilities. We conducted a quantitative analysis using survey data from 500 managers representing 150 MFIs in Ghana, analyzed through structural equation modeling. Our findings indicate that competitive advantages and strategic capabilities have a positive significant influence on MFI sustainability. Additionally, strategic capabilities were found to mediate the relationship between competitive advantage and sustainability within Ghanaian MFIs. This study expands the theoretical framework by incorporating cost differentiation, pricing strategy, focus strategy, market strategy, efficient operations and risk management, innovation in product offerings, target market considerations, and client relationship management. We highlight how MFIs can maintain competitiveness through technology, partnerships, training, career development, and knowledge transfer. This mediated relationship underscores the crucial role of strategic capabilities in achieving sustainable operations. The study provides a conceptual framework for understanding MFI sustainability and offers a roadmap to enhance competitive advantage. By integrating elements from the competitive advantage theory and extending the resource-based view theory, this research contributes to the existing knowledge by clarifying the connections between competitive advantage and sustainability in the context of MFIs. Furthermore, the study addresses the dynamics of competitive advantage, strategic capabilities, and sustainability in a context with limited research. It offers practical implications for policymakers and practitioners, providing insights that can inform targeted interventions to enhance capacities and foster sustainability in the microfinance sector.

The Impact of Participation Ratio and Bidding Strategies on New Energy’s Involvement in Electricity Spot Market Trading under Marketization Trends—An Empirical Analysis Based on Henan Province, China

As new-energy electricity increasingly enters the post-subsidy era, traditional fixed feed-in tariffs and guaranteed purchase policies are not conducive to the optimal allocation of large-scale, high-proportion new-energy power due to the high pressure of subsidy funds and the fairness issues of power-generation grid connection. Encouraging new energy to participate in electricity market transactions is considered an effective solution. However, existing studies have presupposed the adverse effects of new energy in proposing market mechanism optimization designs for new-energy participation without quantitative results to support this, which is not conducive to a true assessment of the comprehensive impact of individual instances of new-energy participation in the market. To this end, this study, based on the actual experience and data cases of China’s electricity spot market pilot provinces, considers both unit commitment and economic dispatch in the electricity distribution process, and constructs a two-stage optimization model for electricity spot market clearing. According to the differences in grid connection time and the construction costs of new-energy power, differentiated proportions of new-energy participation in the market and bidding strategies are set. By analyzing the quantitative results of new energy participating in spot market transactions under multiple scenarios, using both typical daily data for normal loads and peak loads, the study provides theoretical support and a data basis for the optimized design of market mechanisms. The research results show that there is a non-linear relationship between the scale of new energy entering the market and its bidding strategies and market-clearing electricity prices. In the transition phase of the low-carbon transformation of the power sector, the impacts of thermal power technology with a certain generation capacity and changes in the relationship between power supply and demand on electricity prices are significant. From the perspective of the individual interests of new-energy providers, the analysis of their bidding strategies in the market is important.

Improving Digital Marketing Skills of MSMEs in Legok Village through a Community Service Program

There are several problems in marketing the products of Micro, Small and Medium Enterprises (MSMEs) in this digital era. Problems such as limited access to technology and lack of knowledge and expertise in managing digital platforms or tools. To overcome these problems, Community Service (PKM) activities are carried out. This PKM is focused on improving marketing skills for MSME players in Legok Village, Tangerang, Banten by Universitas Multimedia Nusantara (UMN). Specifically, this solution is in the form of training with the theme of digital marketing management, market trend analysis, customer preferences, and strategies to increase customer interaction on e-commerce platforms and social media. The materials in this PKM activity are market trend analysis and the use of digital marketing tools where there are 19 participants from different MSME players. The results of this training showed that 100% of participants stated that the training delivered provided new insights or ideas to improve their business, especially in terms of marketing management. Thus, MSMEs in Legok Village are expected to be able to compete better in the digital market, which in turn can encourage local and national economic growth.

Labour Markets in Libya: Opportunities and Risks

The Libyan economy faces significant challenges due to its lack of diversification, with the public sector dominating the labour market. This dominance has led to high unemployment rates, job instability, skills shortages, and widespread informal employment. This research critically examines the current state of the Libyan labour market, identifying both opportunities and risks, and provides a comprehensive overview of Libya’s workforce. The analysis reveals that 67% of the Libyan population is under the age of 35, representing a substantial and expanding workforce. Libya’s strategic location in North Africa provides access to European and African markets, potentially fostering economic growth and job creation. However, a misalignment between workforce skills and private sector requirements impedes sustainable development. Additional challenges include a weak private sector, economic identity issues, and political instability. Reducing reliance on oil and gas, combating corruption, and enhancing the education system are essential for achieving economic resilience and social stability. The findings indicate that labour market programs and institutions have had minimal impact on outcomes, with notable disparities between capital owners and income earners. Women face significant barriers to economic empowerment, despite the presence of inclusive sectors such as hospitality and financial services. Barriers to inclusivity and productivity, including gender disparities, skills mismatches, education gaps, and issues within the informal labour market, persist. Policy interventions are crucial to capitalize on these opportunities and mitigate associated risks through comprehensive labour market strategies.

A Review of Marketing Strategy in Internet Marketing

It is a company's entire strategy for attracting and converting potential customers into buyers ofits products or services. In addition to the company's value proposition and core brand message, amarketing plan includes information on the demographics of the target audience. This paper showintroduction of marketing, internet strategy, internet marketing scenario, market strategy in neweconomy firm.