Marketing Point Of View Research Articles

Toward obsolete housing: A complementary explanation of increasing coastal vulnerability

This paper explains the process of increasing coastal vulnerability in response to coastal flooding, from the property market viewpoint. Rooted in knowledge about housing submarket-based neighborhood change, this study adds new understandings of how housing obsolesces influence vulnerability following rapid land use changes, which are currently studied as a new exposure by many researchers. We employ six years of house sales transaction data (n = 1,029) in a spatial data-driven delineation with k-means, through which the submarket shift can be visualized. This approach addresses weaknesses in the existing methods to measure neighborhood change. We find that second-hand houses purchased by low-income people tend to cluster close together in newly formed submarkets in at-risk areas creating submarkets for western-inner city and distressed properties. Our data series also show that the geographical growth of the submarket for distressed properties is expanding, creating further blight in the submarket for western-inner city. Consequently, the submarket for distressed properties tends to transform into an area characterized by substandard housing conditions or slum living. Bearing in mind that the consequences of a flood will cover a wide range of issues, such as the future of public services, and the welfare of citizens in general, disaster risk management is fundamental to socio-economic development of a country. This study can enrich discussions around housing vulnerability and neighborhood change and support the current debate over spatial adaptation and climate change.

Economic analysis of the IT market in Romania. Case study for Intel Corporation

The paper explores the IT industry in Romania, which has experienced steady and sustainable growth, according to the Employers' Association of the Software and Services Industry (ANIS). Industry value increased from €4.6 billion in 2015 to over €9 billion in 2022, contributing 7% to the country's GDP. Bucharest owns 60% of the market, followed by Cluj with 18%. In this respect, this paper focuses on the economic analysis of a large company operating on the Romanian market, Intel. It also follows the analysis of the business from the market point of view in comparison with the other company that has a large share in the market, AMD. Keywords: Market Research, Microprocessors, Intel, AMD, Information Technology

An Overview and Framework for a Marketing Viewpoint on Digital Business Models

The market is being transformed by strong digital developments. To deal with these changes, businesses can use digital business models. The focus of this special issue is digital business models. We discuss their relevance, propose a conceptual framework, and discuss how digital business models affect markets, businesses, and their performance. In this issue, we introduce various papers and show how each fits into the conceptual framework. We discuss four important future research topics.

Competitive Pricing Strategy of Wind-Solar-Fire Coupling System in Monthly Concentrated Market Considering the Uncertainty of Renewable Energy

Monthly centralized bidding is a key link in the transition from annual bilateral trading to spot trading, the research object of this paper is the multi-type power system (coupling system) which is integrated and coupled by thermal power and renewable energy under the same grid point, from the market point of view, this paper discusses its competitive strategy and revenue in the monthly centralized bidding market. First, an outer-level market clearing model that adapts to the participation of the coupling system is constructed to maximize the clearing in terms of social welfare. Secondly, considering the forecast error of scenery, the optimization model of the inner coupling system is established to analyze the cost of the coupling system, and the increment of the coupling system is evaluated quantitatively. Finally, a two-layer optimization model for coupling system to participate in the monthly centralized bidding market is formed, and then the optimal operation strategy of coupling system is studied. The simulation verification of the calculation example shows that participating in the monthly centralized bidding transaction in the mode of the coupling system will increase the income of each of the scenery and fire, the proposed coupling system model promotes changes in the energy structure of the power market, driven by improving the overall economic benefits, ensuring the economic benefits of traditional units and expanding the scope of the renewable energy market, so as to provide electricity to renewable energy and thermal power to improve auxiliary services. The development of the situation provides new ideas for the large-scale grid-connected consumption of new energy.

Delivering Transit Oriented Development (TOD) in low to medium density contexts. Actor relationships and market conditions in smaller Swedish cities

This article analyses actor relationships in Transit Oriented Development (TOD) planning in order to better understand the preconditions necessary for planning processes to result in TOD in lower density contexts, in suburbs, or small cities. Empirically, the analysis builds on a comparative case study of TOD planning projects. The focus in the analytical work is on understanding how market conditions in lower density contexts influence the conditions for TOD planning projects, and how this feeds through to planning processes. The overall conclusion is that we should not expect that planning processes in small cities with low to medium densities of populations and activities differ much from those in more ‘classic’ highly urban TOD locations. Market conditions had an impact on planning processes, but once in the planning stage conditions for implementation depended more on the ability to handle competing interests and less on market conditions. In terms of policy recommendations, it is important for actors to develop a joint vision of the built environment of the site in question that channels organizations’ individual actions in a joint direction. The ability to achieve such a joint vision for the design of the site in question may be more important in small towns than in more ‘typical’ TOD contexts in denser urban areas. This is because all enablers need to work together in a positive way in such location – which may be marginal from a market point of view – for the development to be able to go ahead.

Valuing and Risk Analysis for Supply Chain Management

This research presents the contribution of profitability and asset utilization to a firm's value generation from a financial market viewpoint via slack-based measure network data envelopment analysis (SBM-NDEA). Despite its superiority in performance measurement, SBM-NDEA has a limitation when confronted with new added datasets as it lacks predictive ability. To overcome this, the authors integrate twin support vector machine into it. A manager's attitude toward risks also plays an essential role in efficiency improvement and value generation, but numerical messages do not convey such information. Textual messages with elastic natures thus bring information beyond just numerical messages. To assist users in quantifying risk types, the authors introduced an advanced text analyzer to conjecture a manager's attitude toward each risk. The results show that the performance evaluation model with forecasting capability can shift the manager's role from monitoring the past to planning the future. This study also demonstrates that the model with textual information reaches superior forecasting performance.

To be or not to be confident in medicine: that's the question! An explorative study on consumer information inferences toward food supplements consumption

PurposeThis study investigated how consumers' confidence in medicine and health information seeking and usage could be related to purchase intentions and satisfaction.Design/methodology/approachA panel of 18 food supplements consumers were interviewed using soft laddering. Qualitative data were coded and used to develop a structured survey. Participants (N = 363) were recruited on a voluntary basis among the customers of an Italian company in this sector. Hypotheses were tested by linear regressions and generalized models.FindingsResults showed that consumers' confidence in medicine interacted with health information seeking and usage influencing both purchase intention and satisfaction. Consumers with high confidence behave differently from those with low confidence.Research limitations/implicationsThe authors used a sample based on one company's customer base.Practical implicationsCompanies should segment their customers based on their level of confidence in medicine and adopt different marketing strategies for different segments.Social implicationsA broader knowledge of consumers' attitudes towards food supplements and medicines can improve the public policies aimed at increasing quality of life.Originality/valueFrom a theoretical viewpoint, findings suggest to consider consumers' confidence in medicine along with other subjective and contextual variables in socio-cognitive models aimed at explaining food supplements' consumer behavior. From a marketing viewpoint, results suggest to consider confidence in medicine as a precious variable in segmentation strategies. While some communication strategies are valid for all customers (i.e. using experts as advisors, using scientific contents in ads), others (i.e. relying on the advice of trustworthy people, explaining the consequences of consumption) were proved to have different impact on consumers depending on their degree of confidence in medicine.

Lab-on-PCB With Pre-Stored Reagents at Low Temperature and Automatic Microfluidic Handling

In this paper an automatic lab-on-PCB system with pre-stored reagents is described. The releasing method of the reagents is biocompatible, easy to perform, and free of debris. In addition, the fabrication process is scalable to mass production. The PCB-chip consists of a PMMA microfluidic circuit, and a commercial Printed Circuit Board (PCB) with integrated sensors and actuators. The quantity of pre-stored reagent moved toward the microfluidic circuit is programmable. The PCB-chip requires a reader for controlling the whole process. The experimental results show the correct functioning of the device storing the reagent, releasing the correct amount of liquids and mixing the liquids. The detection by absorbance provide a linearity of <inline-formula xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"> <tex-math notation="LaTeX">$R^{2} = 0.9907$ </tex-math></inline-formula> with an error of 4,9%. A lab-on-PCB with pre-stored reagents, automatic microfluidic handling, and integrated sensors and actuators for biomedical applications is described. The PCB-chip could be modified in order to perform different biochemical analysis. The characteristics of the proposed lab-on-PCB system make it very attractive from the market point of view, mainly thank to its portability due to the capability of pre-storing reagents, together with its low cost and its scalability to mass production. [2022-0123]

The Research on the Brand Marketing Strategy of Yves Saint Laurent

Yves Saint Laurent was founded in 1961. The brand is owned by Kering as part of the Gucci Group. Yves Saint Laurent is a luxury brand specializing in both men's and women's ready-to-wear in addition to handbags, shoes, accessories, sunglasses, fragrances, and cosmetics. With the development of Internet information, under the background of the younger concept of consumer goods and the gradual maturity of social media, this paper takes the social marketing of the Saint Laurent brand as an example, takes the marketing strategy as the main line, and uses 4Ps marketing mix to analyze its internal problems, and through the analysis of competitors and comparative analysis of Saint Laurent's success and shortcomings, and finally, put forward the brand's marketing point of view and thinking. Through the research results, it was found that brands can use create pop-up stores and develop brand extension (fragrance and furniture products) as marketing strategies. YSL sells its products through directly operated stores all around the world as well as on an e-commerce site, moreover, YSL directly competes with LVMH's French labels Louis Vuitton and Gucci in Kering, also in addition to a wide range of other luxury brands.

A new family of modified Gaussian copulas for market consistent valuation of government guarantees

This paper deals with a copula-based stochastic dependence problem in the context of financial risks. We discuss the financial framework for assessing the theoretical up-front value of government guarantees on bank liabilities. EU States widely use these contracts to improve the financial system’s stability and manage the banking sector in crisis situations; in Italy, they have also been used to address the consequences of the Covid-19 emergency. From a market viewpoint, we deal with a defaultable guarantee contract where the State-guarantor and the bank-borrower are both subject to default risk, and their risks are interconnected. We show that the classical Gaussian copula is not satisfactory for modeling the dependence among the considered risks. Indeed, using the benchmark market model for credit risk portfolio management, we highlight some contradictory results observed for the up-front values of the guarantee when the default intensity of the guarantor is smaller than that of the borrower. Then, we introduce a new family of modified Gaussian copulas that overcomes the limitations of the standard approach, allowing to determine realistic results in terms of the guarantees “mark-to-model” value when the benchmark market model does not work. Numerical simulations validate the theoretical proposal.

Holistic Marketing in Human Resources

To manage the understanding and aptitude contests of new developing technologies and processes of tactical methodologies for holistic human resource management is very much needed in most manufacturing companies. The continuous automation of straightforward manufacturing processes causes high-level complexity workspaces to expand, which leads to an increase in the need for highly educated staff who have graduate degrees only. The real struggle is to qualify individuals to shift their capabilities to workstations with more complicated procedures and guarantee the preservation of a role in transforming the familiar working environment. By merging the concepts of holistic internal marketing, key conclusions are drawn. A correlation marketing theory establishes a holistic internal marketing viewpoint; it does not depend merely on traditional marketing concepts and tools and focuses on three functional areas. This research will further explore the subject and purposes of core holistic marketing and the inevitability of constructing core associations. A contribution to expanding the interior all-inclusive holistic marketing theory by presenting a broader perception of the idea, in which both holistic marketing and human resources are combined to create a core holistic marketing application. Another aspect that will be presented is an inclusive understanding of the core marketing execution practice. A holistic marketing implementation model will be presented, strengthening the body and exterior interactions by convening internal customers' demands and fostering a holistic marketing vision from a human resource standpoint.

Market-based hosting capacity maximization of renewable generation in power grids with energy storage integration

In an attempt to achieve net zero, the operation and planning of the energy system face techno-economic challenges brought by integrating large-scale distributed energy resources (DERs) with low carbon footprints. Previous work has analyzed the technical challenges including hosting capacity (HC) for DERs. In light of the deregulation of the power industry and the transition to power system with renewables at its center, this article takes the lead to maximizing renewable integration in power grids from a market viewpoint. It solves a significant problem brought forth by the fall in electricity prices, resulting from increasing renewable penetration that jeopardizes investment cost recovery and prevents sustainable grid integration of renewables. To this end, a novel bi-level optimization model is formulated, where the upper-level problem aims to maximize the HC of renewables ensuring the recovery of investment, and the lower-level problem describes the market clearing process considering network constraints. The optimal solution of devised bi-level problem can be found after reformulating it to a single-level mixed-integer linear problem (MILP) using the strong duality theorem and a special ordered set-type 1 (SOS1) founded linearization approach. Case studies confirm the significance of the devised model and quantitatively analyze the impact of different network capacities, renewable subsidies, and energy storage, respectively, on the market-based HC obeying its profitability constraint.

Uniformidade e comparabilidade: uma análise da relevância para o mercado de capitais brasileiro

ABSTRACT This research aimed to analyze the relationship between the characteristics of uniformity and comparability and the fundamental qualitative characteristic of relevance of financial reports for the Brazilian capital market, discussing the possibility of a trade-off between comparability and relevance, the importance of considering both comparability and relevance to maximize the utility of financial statements, and the gaps regarding the “effectiveness” of uniformity and achieving comparability to the detriment of relevance. It is important to investigate the “effectiveness” of uniformity in terms of the utility of the decision due to the confusion that exists between the concepts of uniformity and comparability. The results will encourage regulatory bodies to reflect on the confusion that exists between uniformity and comparability and on fulfilling the characteristics of relevance and comparability, indicating what the relationship is between these from the viewpoint of the capital market. Uniformity is identified by means of the earnings covariance measure and comparability via the accounting function similarity measure. The relevance models are assessed using panel data regressions covering the period from 2013 to 2018. The sample includes companies from the B3S.A. - Brasil, Bolsa, Balcão belonging to sectors classified in the Level 2 North American Classification System (NAICS) that comprise at least two companies. The results indicated that uniformity is not relevant for the Brazilian capital market, even when it contributes to comparability. These can be explained by the possible production of superficial comparability. They also revealed that comparability is relevant and positively related to the share price. However, the inclusion of this variable led to a decrease in explanatory power, which may indicate the achievement of comparability to the detriment of relevance. Finally, it is revealed that the Brazilian capital market distinguishes between the concepts of uniformity and comparability when evaluating companies.

A Paper on Brand Management and Challenges Faced By It

In order to understand the major difficulties businesses are having managing their brands during the current economic downturn, a study of the effects on the professional backgrounds of persons in charge of the brands as well as the approach and selection of brand strategies has been conducted. The article places a strong emphasis on the necessity to conceive the brand in a global market and the significance of focus in brand management, particularly in a setting of recession. In order to determine which aspects of co-creation value and brand management are more relevant in the targeted setting, as well as to identify and analyse the important abilities that brand managers need to develop in times of uncertainty. The technique is based on a qualitative approach that focuses on how marketing executives from the middle and top management see and conduct brand management. This is done via in-depth interviews and associated materials. It would be advantageous to combine these findings with the viewpoint of the major marketing and brand management consulting agencies and conduct a comparison analysis regarding the topic under study. Results need to be duplicated and validated in many businesses, from various economic sectors.

Risk perception and cost of capital in emerging market projects using dynamic conditional correlation model

PurposeCost estimation is a major concern while planning projects on public–private partnership (PPP) terms in developing countries. To bridge the gap of the right approximation of cost of capital, this study aims to sermon a significant role of investor’s risk perception as unsystematic risk in PPP-based energy projects.Design/methodology/approachTo investigate the effective mechanism of determining cost of capital and valuing the capital budgeting, a pure-play method has been acquired to measure systematic risk. In addition, dynamic conditional correlation (DCC) and generalized autoregressive conditional heteroscedasticity (GARCH) models have been applied to calculate weighted average cost of capital.FindingsInitially, a joint cost of capital of energy-related projects has been calculated using DCC-GARCH and pure-play method. Investors risk perception has been discussed through market point of view using country risk premium modeling. Latter yearly betas have been calculated using DCC signifying the final outcomes that applying a dynamic model can provide a better cost estimation in emerging economies.Practical implicationsThe findings are implicating that due to the involvement of international investors, domestic risk is linked with country risk. In such situations, market-related information is a key factor to find out the market performance, helping in the estimation of cost of capital through capital asset pricing model (CAPM). High dynamic nature of emerging economies causes an impediment in the estimation of cost of capital. Consequently, to calculate risk in dynamic markets, this study has acquired DCC model that can predict the value of beta factor.Originality/valueStudy contributes to the body of knowledge by addressing an important issue of investor’s risk perception and effective implication of CAPM using pure-play and DCC-GARCH when data is not promptly available in dynamic situations.

Product line of selected agricultural entity in Slovakia and suggestion for its expansion based on analysis of consumers' interest in dairy and meat products

Studies on primary agricultural production in Slovakia aimed mainly at biological, economic, or market point of view and there is a lack of managerial approach providing a specific recommendation for farmers according to their production lines or planning process. As a reaction, we are providing a practically oriented study based on the selected livestock producer, which is aimed at statistical significances as an establishment for further recommendations for management and marketing of this entity. The paper aims to analyze the views and preferences of customers of the monitored company, which sells its meat and dairy products in its stores and verify the expected success of the planned expansion of the product lines. Regarding this, the online questionnaire study was conducted on a sample of 202 respondents. Realized statistical analysis based on the Kruskal-Wallis nonparametric test and subsequent Bonferroni post hoc correction signify that meat products, fresh meat, and slaughter specialties are the most favorite products among customers of the monitored company. Fresh milk, on the other hand, is not as attractive as a meal for them. However, selling it from vending machines placed out of the store would increase the sales. Dairy products of own production should be even more successful, as we assume they would be as interesting for customers as the currently expanding portfolio of meat products. The benefit of this study lies in the consideration of the practical use of the obtained results in the business practice of the monitored company. Regarding this, we are providing a set of recommendations, according to the planning of their product lines and connected marketing tools for their successful placement on the market.

Why Are Products of Social Enterprises Not Purchased Continuously? : A Re-Purchase Model for Social Enterprises

Purpose: In the last decades, practitioners, including governments, have been interested in social enterprises (SEs) as a new sector, called the “fourth sector,” because of their social goals through commercial activities. Although many countries are supporting SEs because of their high evaluation of social contributions, in reality, they are highly dependent on government support, and many SEs are facing difficulties in sustainable management. Due to this issue, some studies have been conducted for the sustainable management of SEs, but research on SEs does not seem sufficient yet. For its sustainable management, the mechanisms between the important factors affecting the sustainable purchase intention of SEs must be understood from a marketing viewpoint. Thus, this study aims (1) to investigate the impact of SEs on their products; and (2) to provide a re-purchase model for SEs. Design/methodology/approach: This study consists of two empirical studies collecting data from consumers who have purchased SE’s products in South Korea. Study 1 is an exploratory study to elicit sub-constructs for SEs and their products. Study 2 tests the hypotheses using structural equation model analysis. Findings: The result of Study 1 revealed four sub-constructs for SE’s corporate associations (environment friendly, local community oriented, social responsibility, and employee welfare) and four sub-constructs of the product associations (functional, symbolic, emotional, and social). Meanwhile, the results of Study 2 show that some hypothetical paths in the conceptual re-purchase model for SEs are significant. Environment friendly only affects functional, whereas local community oriented affects symbolic and social. Meanwhile, social responsibility and employees’ welfare affect all four product associations, as hypothesized. Moreover, functional and symbolic affect only sensory experience; social affects only cognitive simulation; while emotional affects both sensory experience and cognitive stimulation. Ultimately, both sensory experience and cognitive stimulation, which were affected by corporate and product associations, positively influence re-purchase intentions. Research limitations/implications: This empirical research is meaningful in that it provides understanding about SEs from a marketing perspective. It initially provides the re-purchase mechanism for SEs to contribute a theoretical development for the emerging SE context. It also offers insights and managerial implication directions on how to market for the sustainability of SEs.

Getting the most from E-commerce in the context of omnichannel strategies

E-commerce in the context of sales and distribution strategy has become a heavily used channel and companies need to manage it correctly and integrate it with a variety of other online and offline channels. Based on the literature, two factors are recognized as relevant for the elaboration of a conceptual framework able to explain the actions undertaken by leading companies to effectively get the most from an e-commerce strategy integrated within the overall omnichannel strategy. The two factors are: main distribution channel (direct/indirect) and product value density (high/low). Through the analysis of four case studies (Luxottica, Henkel, Ikea, and Ferragamo), we show that these factors produce different benefits and challenges that companies face when embracing e-commerce. We analyze these benefits and challenges from the viewpoint of both Marketing and Supply Chain Management.

Influence of Social and Environmental Responsibility in Energy Efficiency Management for Smart City

Sustainability is becoming one of the organizational plans of intelligent communities. They represent the critical approach to a prosperous future. In another direction, the smart city is aimed at tackling renewable energy challenges. This research explores energy conservation’s impact from a labour market viewpoint of the Efficient Smart Cities model. The study meets the study divide on developing the power manager career in cities environmentally urban paradigm. This research’s primary purpose is to establish a current detailed approach to certification bodies’ skills that focus on new technology. The proposed Social and environmental responsibility in energy efficiency management for the Smart City (SER-EEM) framework represents the convergence between the conceptual and functional methods. For the presentation of labour market scientific studies, qualitative data were shown. The conclusion is that conservation and cloud computing are the central components of the Sustainable Smart City model. Work market analysis divided energy executives into developing nation’s expertise in terms of quantity and composition of production, and matching criteria for qualification were identified. The power management’s capability model comprises many core categories related to particular expertise, social competencies and behavioural competencies. By incorporating this study of resource management skills in industrial and non-commercial companies such as educational institutions and training classes, current research results will lead to development and awareness.

Early nutrition programing - an approach for improving production performance of Indonesian Native Chicken – Kampung Chicken

Indonesia is considered as one the major chicken domestication centers in the world due to distinctive characteristics of chickens in this country compared to those in Asia and other countries in the world. Based on molecular studies, Red Junglefowl (Gallus gallus) is strongly presumed as the ancestor of the of Indonesian native chicken (INC). Through domestication processes, now, there are at least 30 different clumps of INC, which can be grouped into identifiable clumps with specific characteristics (colour, sound, etc, such as Pelung, Kedu, etc), and the non-identifiable clump with no specific characteristic, and usually called Kampung chicken. Kampung chicken clump represent the highest population among local chickens, and most of them are raised under an extensive traditional system. They are having very high genetic variation and diverse physical appearances (body size, colour, sound), and the most of them has not been modified gentically. Compared with exotic commercial breed, both broiler or layer, Kampung chicken has lower in production and reproduction, very slower growth rate and poorer feed efficiency. However, from market point of view, Kampung chicken products have better prices and consumer preferences. This market condition is certainly an opportunity to fill and to develop market of Kampung chicken. Additionally, this condition also motivates the farmers improving Kampung chicken production as their livelihood. As an approach, Early Nutrition Programming (ENP) may be a complementary of various previous efforts carried out to improve the performance of Kampung chicken. The program is a mean to provide specific additional nutrients earlier to the developing embryo in the incubation period (in ovo feeding – IOF program), which then continued after hatching (Post-hatch feeding - PHF program) with neonate nutrition in the perinatal period (a week before to a week after hatching). In the modern broiler industry, the application of ENP has been widely implemented and reported that the program resulted in achieving market weight quicker than before. However, information about application of ENP in Kampung chicken is still scarce. The early nutrition programing (ENP) can be implemented for improving the performance of INC – Kampung chicken with some considerations. From scientific point of view, ENP can be fully conducted.The ENP has much potential to yield several advantages, among them reduced post-hatch mortality and morbidity; greater efficiency of feed nutrient utilization at an early age; improved immune response to enteric antigens, and increasing production performance as a whole. From technical point of view, consideration should be done during embryonal period, particularly for the treatment of IOF (injected solution : diluted nutrient, osmotic pressure, time, site); During perinatal period, earlier acces to external feed will help the new hatched chicken to improve the overall performance of Kampung chicken.