Market Landscape Research Articles

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.

From the Perspective of Media Convergence: The Integration and Reference of Network Drama to Other Audio-visual Art Forms

Abstract: In recent years, the convergence of content and form between different media has become a significant trend. Online dramas, as an emerging media form based on streaming platforms, have developed rapidly since their inception, greatly impacting the market landscape of television dramas and films. Due to the inherent characteristics of streaming platforms, online dramas feature high market segmentation and expansive creative space. Many works have explored various content and form integrations, incorporating elements from other audiovisual art forms and reconstructing traditional television drama formats. Notably, the influences of films, short videos, and games on the shape of online dramas are most pronounced, demonstrating profound media convergence.

The Impact of AI Tools on Employment Trends and Skill Demands

Artificial intelligence (AI) is revolutionizing our work, lifestyles, and modes of communication. The integration of AI-driven technologies brings about automation of tedious tasks, enhances decision-making capabilities, and boosts overall productivity. Nonetheless, the adoption of AI carries profound implications for both the labor market and skill prerequisites. On one hand, the advent of AI is poised to usher in new job opportunities, particularly in domains such as machine learning, data science, and AI engineering. Conversely, AI's implementation is expected to automate numerous routine and manual job functions, resulting in the displacement of workers in sectors like manufacturing, transportation, and customer service. This transition underscores the necessity for workers to cultivate fresh skill sets and competencies. Skills such as data analysis, critical thinking, and advanced problem-solving will ascend in importance, whereas conventional proficiencies like manual dexterity and routine problem-solving will diminish in relevance. Furthermore, the effects of AI on employment prospects and skill requisites will vary across different industries and geographical regions. While certain sectors may undergo substantial job displacement, others may witness a surge in demand for adept personnel. Thus, policymakers and industry leaders must adopt a proactive stance toward reskilling and upskilling initiatives to ensure workforce competitiveness. Ultimately, the integration of AI tools is poised to catalyze transformative shifts in the labor market and skill landscape. While it presents novel opportunities and enhances productivity, it simultaneously necessitates adaptive measures from workers to thrive in an evolving job market.

Emerging Trends in Digital Marketing for 2024

The digital marketing landscape is rapidly evolving, driven by technological innovations and changing consumer behaviors. As we move into 2024, several emerging trends will reshape how businesses engage with their target audiences. This article explores key developments such as artificial intelligence (AI)-powered marketing, video marketing dominance, voice search optimization, privacy-centric strategies, hyper-personalization, and the growth of social commerce. These trends emphasize the importance of personalization, data privacy, and immersive customer experiences. Through practical examples and actionable insights, this article provides a roadmap for marketers looking to adapt to these shifts and stay competitive in the fast-paced digital environment of 2024.

Strategic innovation in business models: Leveraging emerging technologies to gain a competitive advantage

This review paper critically examines the role of strategic innovation in business models, with a focus on how emerging technologies can be leveraged to gain a competitive advantage. By synthesizing existing literature, the paper explores the transformative potential of technologies such as artificial intelligence, blockchain, and the Internet of Things (IoT) on traditional and contemporary business models. The review identifies key patterns and trends in how businesses across various industries are integrating these technologies to enhance their value propositions, streamline operations, and create new revenue streams. The findings suggest that companies that successfully incorporate emerging technologies into their business models are better positioned to outpace competitors and adapt to the rapidly changing market landscape. The paper also discusses the challenges and barriers to technology adoption, such as high implementation costs, skill gaps, and organizational inertia, offering insights into strategies that can mitigate these obstacles. The paper underscores the importance of strategic innovation as a critical driver of sustained competitive advantage in the digital era. It highlights that leveraging emerging technologies is not merely an option but a strategic necessity for businesses aiming to thrive amidst ongoing technological disruption. By embracing these innovations, companies can significantly transform their business models, unlock new opportunities, and secure long-term success. Keywords: Business Model Innovation, Emerging Technologies, Sustainable Practices, Strategic Innovation, Partnerships, Open Innovation, Circular Economy, Organizational Agility, Continuous Improvement, Competitive Advantage, Digital Transformation, Market Adaptation, Technological Integration, Collaborative Innovation, Resilient Business Models.

Exploring The Celebrity Effect on Live-Streaming E-Commerce: A Comprehensive SWOT Analysis of Influencer Marketing Strategies

In recent years, with the rapid development of the Internet and mobile technology, the landscape of business and marketing has changed dramatically, and particularly notable is the rise of live-streaming e-commerce. This new e-commerce model combines e-commerce with live video streaming to enhance the shopping experience through product display, promotion and sales by anchors. In this model, the celebrity effect, which takes advantage of celebrities' large fan bases and strong influence, plays an important role in driving consumer behaviour. This paper explores the impact of the celebrity effect on live-streaming e-commerce and analyses its strengths, weaknesses, opportunities and threats through SWOT analysis with typical case studies in China. The findings highlight the key role of celebrity endorsement in increasing consumer engagement and purchase intention, while also exploring the potential risks and challenges. The paper concludes with suggestions for optimisation and development to maximise the role of the celebrity effects in live-streaming e-commerce.

Архитектура создания самообучающегося колледжа

The competence approach has firmly gained its place in the world educational paradigm, distinguishing rigid (professional) and flexible (supra professional) skills. But the high speed of technological changes will significantly transform the landscape of the modern labor market, when within the next decades up to a quarter of traditional professions will disappear, and hard skills will be significantly transformed after them. The most important competitive advantage will be the speed of perception and translation of new knowledge, as well as competencies formed on their basis. The key competences for continuous development will be flexible competences (soft skills), some of which will be enriched with basic hard skills. The traditional conservatism of the educational system, the long period of formation of educational standards of training becomes a certain brake on the training of specialists of the future. If rigid skills can be formed based on the existing production base (jobs of the future, which do not exist yet), flexible skills can be formed now. This actualizes the idea of creating self-learning spaces in secondary vocational education institutions. Copying Chris Argyris' idea will not find a positive response, given our realities and the specifics of the Millennial generation, Z generation and later α generation, it will be a good idea to create self-learning spaces in secondary vocational education institutions. The author's developments on the implementation of approaches to the formation of the model of a self-learning college in the institution of secondary vocational education are presented. This approach can be useful for secondary vocational education organizations developing educational, managerial and financial strategies in order to unpack the expertise of the teaching community.

Strategic Management of Luxury Brands: A Case Study of Louis Vuitton’s Market Performance and Consumer Loyalty

This study explores the critical role of brand strategy management in the luxury goods industry, focusing on Louis Vuitton (LV) as a case study. With the continuous development of the global economy and heightened consumer expectations, competition in the luxury market has intensified. Brand strategy management, encompassing positioning, communication, maintenance, and extension, emerges as a vital competitive tool that influences market performance and consumer loyalty. This research aims to uncover the unique aspects of LV's brand strategy, its impact on market performance and consumer loyalty, and the challenges the brand faces. Through an in-depth literature review and case analysis, the study identifies key success factors of LV's brand strategy, providing strategic recommendations for other fashion brands to enhance their market competitiveness. The findings contribute to the existing literature by filling gaps in the understanding of luxury brand management and offering practical insights for industry practitioners. Additionally, the study highlights the importance of innovation and adaptation in maintaining brand prestige and relevance in an ever-evolving market landscape, emphasizing how LV's strategic decisions have solidified its position as a leader in the luxury sector. This comprehensive examination not only sheds light on LV's enduring success but also offers valuable lessons for emerging brands aiming to navigate the complexities of the luxury market.

Marketing Strategy Proposal to Rebound the Declining Revenue of Burger King Indonesia in the Covid Aftermath Period

The primary objective of this study is to propose a marketing strategy to address the decrease in revenue experienced by Burger King Indonesia in the year 2022 following the COVID-19 pandemic as practical guidance for Burger King Indonesia and other businessmen to navigate the complexities of the current market landscape. This study is still necessary to understand that shifting consumer behavior, changes in market conditions, and business operational disruptions are the causes of the problem. The research design uses a thematic analysis method involving the available company data, relevant marketing theories, and the results of questionnaires, community surveys, and interviews with managers and customers. By analyzing the effects of the pandemic faced by Burger King Indonesia, this research aims to pinpoint strategic areas for improvement. Diverse analyses are used, such as VRIO Framework, STP, Marketing Mix, PESTEL, PORTER's Five Forces, Competitor analysis, SWOT, TOWS analysis, and author’s interview and questionnaire surveys to determine the present circumstances of Burger King Indonesia. The proposed marketing strategy highlights the importance of five specific actions in their implementation: product innovation, digital transformation, sustainability campaign, promotion via mobile app, and partnership and collaborations with delivery services to adapt to evolving consumer preferences. To address this goal, Burger King Indonesia must make strategic adjustments parallel to the present circumstances by understanding consumer preferences, optimizing operations, promoting sustainability initiatives, and strengthening its brand position. Through the implementation of this comprehensive strategy, Burger King Indonesia aims to improve customer satisfaction, foster loyalty, and attain overall market success in the post pandemic period. This strategy not only addresses the immediate challenges posed by the pandemic but also positions Burger King Indonesia for long-term success.

The Influence of Personal Selling and Social Media Marketing on Purchase Behavior Mediated by Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty at PT. Asuransi Bangun Askrida Bandung Branch

The marketing landscape has shifted from traditional to digital approaches, requiring companies to adapt strategies to remain competitive. Askrida, using both personal selling and social media marketing, seeks to boost general insurance production and maintain market share. However, despite these efforts, Askrida lags behind its five main competitors in profit, and general insurance sales remain inadequate, with increasing customer complaints. This study aims to evaluate how personal selling and social media marketing influence consumer behavior at Askrida through brand awareness, brand association, perceived quality, and brand loyalty. Using a quantitative approach, this research collected primary and secondary data through Google Forms questionnaires distributed to 416 non-corporate customers of Askrida Bandung Branch. The sampling method employed was purposive sampling, and data analysis was conducted using SEM-PLS (Partial Least Squares) via SmartPLS software. The findings indicate that both personal selling and social media marketing significantly affect brand awareness, brand association, perceived quality, and brand loyalty. Personal selling impacts purchasing behavior through these mediating variables, though brand awareness itself does not directly influence purchasing behavior. Conversely, social media marketing affects purchasing behavior through brand awareness, brand association, perceived quality, and brand loyalty. Recommendations for Askrida's Marketing Team include enhancing personal selling by improving product information quality through additional training for sales staff and using interactive training materials. For social media marketing, it is advised to update content with relevant and engaging information. Increasing brand visibility and consistency in marketing campaigns, creatively strengthening brand associations, enhancing quality perception through customer testimonials and unique product features, and implementing loyalty programs are crucial strategies for Askrida to bolster market position and consumer loyalty. This study also notes that the findings may not be generalized to all digital marketing activities and suggests further research with additional variables and a more in-depth evaluation of effectiveness.

Unveiling the Nexus: Elevating marketing strategies for enhancing satisfaction and loyalty in elderly health care services

The study aimed to examine whether there is an association of marketing mix, and perception with customer’s satisfaction, and loyalty among elderly people. A total of 400 participants were included in the study. The study population comprised individuals aged 65 years and above from Assam, India including both males and females. Participants were primarily selected from residential homes, old age homes, and various common gathering places such as parks, shops, Namghar (a holy place), and community halls. The study indicated a significant correlation between the dimensions of the marketing mix, perception, satisfaction, and loyalty. Moreover, the findings from the linear regression analysis, revealed customer satisfaction towards the marketing of healthcare services can be attributed to product, price, place, process, and physical evidence (7 P’s) and customer perception (R2=.54; .53 respectively). Additionally, customer loyalty towards the marketing of healthcare services is influenced by product and price (7P’s), and customer perception (R2=.54; .2 respectively). This study contributes to understanding the overlooked aspect of marketing to the elderly population, providing valuable insights for healthcare companies to develop improved marketing strategies. Hence, irrespective of the organization's size, type, or location, whether it's a startup or an established entity, privately owned or government-operated, local or global, the role of business managers is vital in making informed decisions and establishing strategic priorities to allocate resources efficiently in order to meet evolving customer demands and achieve business success. As a result, commercial enterprises need to develop tools, concepts, and strategies to effectively navigate the dynamic and unpredictable marketing landscape.

A novel approach to commercial property valuation: Successive term indexing and its competitive implications

The development of innovative valuation models in the commercial real estate sector is crucial for enhancing competitiveness, as they provide stakeholders with the accuracy and adaptability needed to navigate and capitalize in an increasingly complex market landscape. This paper aims to improve initial valuations provided by real estate agents by updating their timeliness while also enhancing their accuracy. Leveraging statistical techniques based on hedonic regression, it introduces a novel mechanism, successive term indexing, enabling the reassessment of widely varying commercial properties with initial assessments that are at least one term old, where a term typically encompasses one year. The model's novelty lies in its approach to indexing individual property characteristics across two successive terms, using a k-means algorithm to categorize all numerical variables and stepwise selection. The former enables differing index values for varying sizes, while the latter allows dynamic evaluation of the significance of regressors in time. Applied to data from a banking institution, the model showcases strong predictive accuracy with unique reassessment ratios ranging from -3.8% to 5.2% for 2022. With its nuanced analysis of market dynamics and indexing capabilities, the mechanism intersects the elements of PPIs and AVMs, presenting a significant methodological advancement and a practical, simple-to-use tool for valuation.

Research on High-quality development of enterprises based on an intelligent background

In the global economy, intelligent technology has attracted much attention as a crucial factor in propelling enterprises towards achieving high-quality development growth. Taking the financial reports of A-share listed companies in Shanghai and Shenzhen Stock exchanges published from 2007 to 2022 as samples, this study explores the influence and mechanism of intelligent technology on the high-quality development of enterprises. The study finds that intelligent technology has a substantial positive impact on enhancing the high-quality growth of businesses, especially by improving innovation efficiency and management efficiency. In addition, digital inclusive finance and the digital economy have a positive moderating effect on the relationship between intelligent technology and the high-quality development of enterprises. These results offer practical backing for the advancement of corporate intelligence and establish a vital theoretical and empirical foundation for companies to uphold their competitive edge in an intensely competitive market landscape.

Artificial Intelligence in Retail Marketing: Research Agenda Based on Bibliometric Reflection and Content Analysis (2000–2023)

Artificial intelligence (AI) is fundamentally transforming the marketing landscape, enabling significant progress in customer engagement, personalization, and operational efficiency. The retail sector has been at the forefront of the AI revolution, adopting AI technologies extensively to transform consumer interactions, supply chain management, and business performance. Given its early adoption of AI, the retail industry serves as an essential case context for investigating the broader implications of AI for consumer behavior. Drawing on 404 articles published between 2000 and 2023, this study presents a comprehensive bibliometric and content analysis of AI applications in retail marketing. The analysis used VOSviewer (1.6.20.0 version) and Bibliometrix (version 4.3.1) to identify important contributors, top institutions, and key publication sources. Co-occurrence keyword and co-citation analyses were used to map intellectual networks and highlight emerging themes. Additionally, a focused content analysis of 50 recent articles was selected based on their relevance, timeliness, and citation influence. It revealed six primary research streams: (1) consumer behavior, (2) AI in retail marketing, (3) business performance, (4) sustainability, (5) supply chain management, and (6) trust. These streams were categorized through thematic relevance and theoretical significance, emphasizing AI’s impact on the retail sector. The contributions of this study are twofold. Theoretically, it integrates existing research on AI in retail marketing and outlines future research in areas such as AI’s role in the domain of consumer behavior. From an empirical standpoint, the study highlights how AI can be applied to enhance customer experiences and improve business operations.

Predictive Modeling of Customer Response to Marketing Campaigns

In today’s data-driven marketing landscape, predicting customer responses to marketing campaigns is essential for optimizing both engagement and Return On Investment (ROI). This study aims to develop a predictive model using a Decision Tree (DT) to identify key factors influencing customer behavior and improve campaign targeting. The methodology involves building the DT model, initially achieving an accuracy of 87.3%. However, the model faced challenges with precision and recall due to class imbalance. To address this, a resampling technique was applied, which significantly improved model performance, increasing recall from 44% to 83.1% and the F1-score from 49% to 74.2%. Key influential features identified include the recency of a customer’s purchase, their duration as a customer, and their response history to previous campaigns. This study demonstrates the practicality and interpretability of the DT model, offering actionable insights for marketing professionals seeking to enhance campaign effectiveness and customer targeting.

Pentingnya Kualitas Pelayanan dan Kepercayaan Konsumen Terhadap Loyalitas Pelanggan di CV Putra Timur Farm

In the constantly shifting and challenging market landscape, one notable phenomenon is the surge in new businesses. This study focuses on examining the impact of service quality and consumer trust on customer loyalty at CV Putra Timur Farm. In the commodity business, where prices frequently fluctuate, maintaining customer loyalty is essential for business sustainability. Data for this research was collected through observations and questionnaires and analyzed using the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method. The results of the analysis indicate that excellent service quality and high levels of consumer trust have a positive and significant effect on customer loyalty. The findings highlight the critical importance of improving service quality and building strong consumer trust to maintain and enhance customer loyalty, especially amid unpredictable price fluctuations in commodity markets. This research underscores the need for businesses to focus on service excellence and trust-building strategies to ensure long-term customer retention and overall business success

Navigating the Evolution: Factors Influencing the Adoption of Electric Two-Wheelers in India’s Sustainable Transport Landscape

Abstract Data indicates that two-wheelers (TW) make up most of all vehicle registrations in India. India’s Electric Two Wheelers (E-TW) market landscape has undergone notable evolution over time, shaped by technological advancements, favourable government policies, escalating fuel costs, and consumers’ increasingly positive reception of electric vehicles. This study aims to delve into the determinants influencing the inclination of Indian customers towards purchasing electric two-wheelers. While previous research has predominantly focused on consumer perspectives in European nations, China, and specific urban areas, the context in India is distinct. As one of the leading contributors to global greenhouse gas emissions and with transportation playing a growing role in the national carbon footprint, understanding the potential for broader adoption of electric vehicles among Indian consumers becomes paramount. Employing a survey instrument of 199 respondents, this research gathers data from Indian consumers to assess their attitudes toward electric two-wheelers. The collected data undergoes scrutiny through descriptive statistics, exploratory factor analysis, and logistic regression for comprehensive analysis. The results of the exploratory factor analysis revealed that ‘Technical factors and Infrastructure’, ‘Environmental Benefits and Government Incentives, ‘Brand and Attaining Top Speed’ are four distinct variables affecting electric vehicle purchase decisions and out of the four variables, ‘Brand and Attaining Top Speed’ doesn’t influence adoption. The study will help different public and private organisations effectively position and promote E-TWs in India.