Market Project Research Articles

A FOOT IN THE DOOR: A CUSTOMIZABLE NETWORKING PROJECT

ABSTRACT Marketing projects offer the opportunity to combine theory with practice. We propose a semester-long project that takes concepts learned in various marketing courses – prospecting, developing rapport, and building a personal network – and allows students to create a customizable networking strategy to benefit their career development. The project was tested across multiple modalities, in classes large and small, at two universities. Student feedback was quite positive, with students noting an increased level of confidence in networking while identifying tools they can use beyond the semester. Materials are provided for professors to implement this project in their class.

СУЧАСНІ ПІДХОДИ ДО ВИЗНАЧЕННЯ ЕФЕКТИВНОСТІ ІНВЕСТИЦІЙ В МАРКЕТИНГУ

The article discusses modern approaches to determining the effectiveness of investments in marketing projects related to the use of innovative technologies. The process of commercialization of innovative technologies involves the modeling of value chains, as it can transform them or form new ones. When implementing the commercialization process, it should be taken into account that the economic effect can be obtained both from the sale of innovative technology and from its consumption. However, these processes cannot be considered separately, since the transfer of innovative technology without installation, maintenance, and personnel training cannot be due to the fact that it is a combination of goods and services, and its seller is included in the consumer value chain. Therefore, economic efficiency should be presented as the effect of the functioning of a new or modified value chain. These aspects determine the perspective and limits of marketing effectiveness research during the implementation of the marketing project commercialization process. An important fact presented in the article is the impossibility of discretely determining the effectiveness of marketing communications on each subsequent stage due to the complexity of the process commercialization of innovative technology marketing project. The result of obtaining an effect on each stage are the efforts (projects, programs, actions) implemented at this stage marketing communications and undertaken on previous stage of commercialization. The effects of the commercialization of innovative technologies have a multidimensional and complex structure consisting of the effects of innovations and of the marketing of innovative technologies, and in an integrated form and create an even more complex structure of effects. It becomes the main reason for the complexity of the methods of evaluating the effectiveness of marketing during the commercialization of innovative technologies. The main thesis is that the calculation is to be able to analyze all the marketing tools used in commercialization and to have enough material, information and financial resources.

FACTORS OF THE INNOVATIVE DEVELOPMENT OF THE INTERNATIONAL MARKET OF TOURIST SERVICES

Purpose. The aim of the article is to systematize and characterize the factors of innovative development of the international market of tourist services. Methodology of research. General scientific and special methods were used in the research process, in particular the method of a systematic approach, based on which the approaches and factors of innovative development of the international market of tourist services were categorized. A guide to the method of comparison, necessary for a comparative assessment of the views of scientists regarding the studied issues, has also been implemented. Abstract and logical method was used for the formation of theoretical conclusions Findings. It has been established that due to the high level of uncertainty arising from growing competition and the growth of expectations from demanding customers, tourism enterprises operating in international markets must make more efforts to develop and implement innovations that are the key to development. It has been proven that the effectiveness of innovative activity is determined by a number of factors characteristic of the current stage of development of the studied sector and its subjects. The indicated factors of influence are singled out and characterized, including: innovative factors of influence on the state of development of the international market of tourist services, which are formed within the management sphere (management technologies, approaches, methods, models of management of processes, personnel, assortment, technologies, partnership); the investment factor of the development of innovations in the personnel sphere, which affects the state of human resources of tourist enterprises, tourist destinations, staff satisfaction with the conditions of social security and development; a market factor associated with a number of variables (components) that determine both the transformation of the market environment and changes in other indicators (in particular, the level of development of tourist enterprises, tourist destinations, the level of satisfaction of tourists' expectations from new offers, etc.); integration factors due to the integration of spheres, products (services), industries and market participants, stakeholders, etc., which forms new conditions for their development, which provide for the emergence of additional (synergistic) opportunities for functioning under the influence of a wide range of challenges and risks; factors of the innovative development of the international market of tourist services in the context of a guide to assortment and project components, focused on modelling the effectiveness of project development indicators in accordance with the selection of the assortment of products (services). Originality. The theoretical aspects of the classification of factors of innovative development of the international market of tourist services have gained further development. Practical value. The proposed classification and characteristics of the isolated factors can be used in the process of assessing factor influence on the innovative development of the international market of tourist services. Key words: market factor, assortment and project components, factors of innovative development, international market of tourist services, integration factors, investment factor of innovation development in the personnel sphere, management technologies.

The Spectrum of XR Marketing – Collective Case Study

The main aim of the article is to discuss XR in marketing in the context of phygital category. Five examples from 2016–2022 have been selected to find the answers for proposed research questions: Q1. What is the impact of XR on marketing? Q2. What are the similarities and differences between the analyzed XR marketing projects? Q3. What is the importance of XR in the context of phygital? Q4. Is the combination of physical and digital elements crucial in helping the audience to get accustomed to immersive media? According to Stake this case study has collective character. Selected cases represent different sectors (sport, tourism and fashion) and approaches to XR in marketing. This collective case study was based on desk research, as well as ethnography and autoethnography elements.

ПРОЕКТНЫЙ ПОДХОД К УПРАВЛЕНИЮ МАРКЕТИНГОВОЙ ДЕЯТЕЛЬНОСТЬЮ

The article is devoted to the development of the theory and practice of the project approach to the management of marketing activities of the organization, optimizing marketing efforts, increasing the effectiveness of marketing activities and ensuring the competitiveness of the company in the market. The definition of a marketing project was formulated as a result of recognition of its independence, as well as considering the features of the functional marketing component and the provisions of project management. The study of the methodology of the marketing project allowed us to identify its main stages, the specifics of the effectiveness assessment. The features of the development and implementation of the marketing project were demonstrated by the example of the promotion of a platform product to the market of knowledge management systems.

Project management in the context of environmental marketing

The aim of the work is to develop a methodology for an environmentally oriented marketing project in the restaurant business and the choice of tools for its implementation. In accordance with this goal, the areas of project management in the field of restaurant marketing are considered, the advantages of implementing an environmentally oriented project approach in the restaurant business are revealed, the dynamics of the ecological state of the environment and indicators of the development of the restaurant market in the Russian Federation are analyzed, examples of projects of the restaurant industry of the country with reference to the implemented environmental strategy are given, the methodology of project marketing management has been developed taking into account the ecological orientation of the restaurant and the tools of project management of sustainable marketing of the restaurant have been proposed. The practical significance of the research results lies in the possibility of implementing a project approach to marketing management of sustainable development in the restaurant business. The theoretical significance lies in the elaboration of the methodology of environmentally responsible project management, the assessment of the possibility of applying a particular environmental strategy in the restaurant industry, the applicability of individual project management tools in the implementation of the principles of environmentally responsible marketing.

Netflix Stock Price Trend Prediction Using Recurrent Neural Network

Abstract— Stocks are investments that have dynamic movements. Stock price changes move every day even hourly. With very fast changes, stock prices require predictions to be able to determine stock market projections. Predictions are used to reduce risk when making transactions. In this study, predictions of stock price trends were made using the Recurrent Neural Network (RNN). The approach taken is to perform a time series analysis using the RNN variance, namely Long Short Term Memory (LSTM). Hyperparameter construction in the LSTM model testing simulation can estimate stock prices with maximum percentage accuracy. The results showed that the prediction model produced a loss function of 0.0012 and a training time of 73 m/step. The evaluation was carried out with the RMSE which resulted in a score of 17.13325. Predictions are obtained after doing machine learning using 1239 data. The RMSE and LSTM models are calculated by changing the number of epochs, the variation between the predicted stock price and the current stock price. Computations are carried out using a stock market dataset that includes open, high, low, close, adj prices, closes, and volumes. The main objective of this study is to determine the extent to which the LSTM algorithm anticipates stock market prices with better accuracy. Code can be seen at iranihoeronis/RNN-LSTM (github.com) Keywords— Stock Prediction, Time Series, Recurrent Neural Network (RNN), Long Short Term Memory (LSTM).

Fairytale Character as a Brand: communication strategies of national identification

The article is devoted to the analysis of fairytale character and its functioning in the context of globalization. Globalization process intensifies reverse tendency: enhancement of tradition and social community integration based on the values of national identity. Fairytale characters are regarded as archetypal representations, which form national identity and traditionality. The linguistic combination of words “fairytale character” and “brand” is regarded as a social spheres interpenetration marker. Fairytale character functions within social, politic, economic spheres, which are diffuse to each other. Hence, a fairytale character starts to be not only cultural symbol, but a marketing strategy object and ideologic platform for social community integration. The projects, the main characters of which are fairy tale characters, are considered as very essential for social communities integrity preservation process. Government, mass media and communication and business have a significant role to play in such projects development. It is shown that, since modern society is characterized by a diffuse interpenetration of social spheres, it can be assumed that a fairy tale character can function as a cultural and as a marketing project.

Exploring the Relationship between Project Planning and Timely Completion of a Project through Confirmatory Factor Analysis

Real estate market and housing projects play a vital role in the economy of Pakistan. This study has been conducted with an aim to explore the relationship between project planning factors & on-time completion of real estate projects in Pakistan. Sample data comprised of 440 observations was collected through structured questionnaire from contractors, managers, engineers and supervisors related to construction projects. Confirmatory Factor Analysis has been used along with validity and reliability tests to conclude the significant factors. Through binary logistics regression, study concluded that various internal & external factors like “contractor related causes”, “material, labor and equipment related causes” and “contract relationships related causes” have significant impact on timely completion of the project.

Real-time multi-body co-simulation model of a veneer peeling lathe

ABSTRACT This paper introduces a real-time co-simulation model for the prediction of the dynamics behavior of a veneer peeling lathe machine. The real-time co-simulation model introduced is described in the framework of multi-body system dynamics. It makes use of a co-simulation procedure in which a semi-recursive multi-body approach is combined with a detailed contact description. In the employed closed-loop semi-recursive method, the constraint conditions are carried out in the system motion differential equations via the augmented Lagrangian method. A contact procedure is presented to describe the contact between the wooden log and the cutting blade and the support rollers. The results obtained by the co-simulation are compared against those experimentally measured through a peeling lathe machine in operation and an approximate finite element model of the peeling process. According to the numerical results, it is concluded that the real-time simulation model can predict dynamic performance of the complicated system of a veneer peeling lathe in real-time. Solvability of equations of motion makes the introduced model suitable to be utilized in a number of product process purposes such as marketing, training and product development projects.

What is the contribution of different business processes to material circularity at company-level? A case study for electric vehicle batteries

With the growth of electric mobility, automotive manufacturers are nowadays facing the challenge of implementing a Circular Economy (CE) for electric vehicle (EV) batteries. Meanwhile, no consensus exists on how to assess material circularity and assign responsibilities across different business processes of the organization. To address this gap, the present study uses an illustrative case study of an automotive manufacturer seeking to improve the material circularity of its’ electric vehicle battery portfolio. Following a 3-step framework inspired by the British Standard BS 8001:2017, we investigate how business processes in relation to product development, supply chain, production, end-of-life and business models can contribute to the material circularity of EV batteries in different scenarios. Among the key contributions, the study firstly provides guidance for companies on how to model material circularity for batteries at company-level based on EV market projections. Secondly, our findings show that by combining a closed-loop production with different end-of-life strategies such as remanufacturing, repurposing and recycling, automotive manufacturers can increase material circularity for critical battery materials from 5% today to 23% by 2030. Thirdly, we specify how different business processes can contribute to increasing material circularity, including a) which business processes collaborate, b) the affected material streams (i.e. inflow or outflow), c) through which activities and d) to what extent, i.e. the impact on the quantitative results for material circularity. Based on the findings, we discuss limitations of the study and derive pathways for future research on how to assist companies in an accelerated transition towards a CE.

The Impact of Financial Risk Management in Succeeding Mergers and Acquisition Final Project

This study explored ways to manage financial risk and also risk management in a case of merger and acquisitions. The goals of this study is to 1.) To conduct a critical examination of financial risk management in the field of merger and acquisition, which contains assets calculation, financial analysis, market analysis, and project profitability, as well as the connections between these aspects towards the succession of undergoing a merger and acquisition process. 2.) Review the outcomes of the data analysis in order to reach conclusions and suggestions in the context of successability of mergers and acquisitions. The research strategy that is included in this paper are quantitative research and case study. One of the research strategy is by using a method by David S. Clifton & David E Fyfe from “Project Feasibility Analysis” . Another research strategy that will be used in this paper is the Failure Mode and Effects Analysis. The data collected by the researcher will mainly be coming from PT Indo Kaya Energi in a form of archival method, other than that, some secondary sources from articles and journals on the internet will be used in this research. The study demonstrates that the process of merger and acquisitions needs to be carefully examined, the reason behind this is because the researcher needed to analyze not only the financial statement from the company, but also analyze the market, assets and future project forecast cashflow as stated in “Project Feasibility Analysis”

The Impact of Financial Risk Management in Succeeding Mergers and Acquisition Final Project

This study explored ways to manage financial risk and also risk management in a case of merger and acquisitions. The goals of this study is to 1.) To conduct a critical examination of financial risk management in the field of merger and acquisition, which contains assets calculation, financial analysis, market analysis, and project profitability, as well as the connections between these aspects towards the succession of undergoing a merger and acquisition process. 2.) Review the outcomes of the data analysis in order to reach conclusions and suggestions in the context of successability of mergers and acquisitions. The research strategy that is included in this paper are quantitative research and case study. One of the research strategy is by using a method by David S. Clifton & David E Fyfe from “Project Feasibility Analysis” . Another research strategy that will be used in this paper is the Failure Mode and Effects Analysis. The data collected by the researcher will mainly be coming from PT Indo Kaya Energi in a form of archival method, other than that, some secondary sources from articles and journals on the internet will be used in this research. The study demonstrates that the process of merger and acquisitions needs to be carefully examined, the reason behind this is because the researcher needed to analyze not only the financial statement from the company, but also analyze the market, assets and future project forecast cashflow as stated in “Project Feasibility Analysis”

Digital influencers and beer-branding folk dancers: the class stratification of participatory marketing in Uganda

ABSTRACT Ugandans are being engaged in diverse participatory marketing projects in which they are asked to creatively promote brands to their friends and neighbours. This article compares two scenes of participatory marketing: a rural beer-branding campaign which took the form of a traditional dance competition, and the emergent field of digital influencers, who do freelance social media marketing. Both scenes strikingly demonstrate new modes and intensities of commercialization, the insertion of profit logics into formerly non-profit-oriented domains. The beer-branding competition represents a new phase in the commercialization of Ugandan cultural heritage, the influencer scene showcases the commercialization of diverse kinds of online sociality. An ideology of entrepreneurship-for-all shapes both projects, yet their prescribed entrepreneurial subjectivities are shown to be stratified in keeping with historical class divisions.

Dampak Ekspansi Biomassa sebagai Energi Terbarukan: Kasus Energi Terbarukan Indonesia

Energy is vital to Indonesia's economy, acting as a source of consumption and production across many industries. Sustainable development approaches should be employed to maximise energy use for the common good. A literature study on biomass as renewable energy (RE) in ASEAN and Indonesia. ASEAN countries want to reach 23% renewable energy by 2025, according to the meeting's outcome. The ASEAN Government slashed fuel subsidies and fossil fuels and increased regional market integration and project execution speed to attain the 23% renewable energy objective by 2025. Indonesia’s renewable energy sources are many. Indonesia’s renewable energy development is not as advanced as other countries’. In 2017, the country added 9 GW of renewable energy capacity. Indonesia produce 146.7 million tonnes of biomass in 2019, or 470 GJ/year. Indonesia has a lot of biomass energy potential, so it should keep producing/using renewable energy as much as feasible for society, and its management should follow sustainable development principles.

Assessing the Relevance of Framing Messages on Backing Intentions in Crowdfunding Social Cause-related Marketing Campaign

This study investigates the interaction effects of framing messages and social cause-related marketing on support intentions in crowdfunding campaign message narratives. Hypothesis were tested first by using 430 samples in an independent-samples t-test. The mean value difference demonstrates that the social cause-related marketing (SCRM) project (mean = 3.784) has a significantly bigger effect on backing intention than the non-SCRM project (mean = 3.012). This supports the study hypothesis that individuals involved in SCRM crowdfunding have a higher backing intention than those who are not involved. The results further indicated significantly greater backing intentions with social cause-related marketing positive framing messages than negative attribute framing messages without cause-related marketing, whereas there was no significant difference between negative attribute framing messages with social cause-related marketing. This finding provides new insights for project initiators for using crowdfunding platforms for a social marketing campaign.

An overview of hemp for fibre market opportunities for Romania

Hemp has been cultivated by man for its multiple uses: its solid fibres for textiles, its nutritious oilseeds and the medicinal and therapeutic properties of its resin. Hemp is a technical plant that has been cultivated in Romania for over 2,000 years, its main use being to obtain fibres for making clothing. Before 1989, in Romania hemp was cultivated in large areas, exceeding 50,000 hectares, ranking 4th in the world. After 1989, interest in cultivating hemp declined, and by 2008 this crop has almost disappeared. Starting from national production capacity, this paper is presenting an overview of the textile market in Europe, with a view on the hemp market, and the marketing possibilities for Romanian hemp, based on calculations retrieved from official data available on INTRACEN and the National Institute of Statistics of Romania. The study of production capacities was analysed in terms of cultivated areas and productions obtained in Romania, reported in official national statistics. For a market projection, the data were extracted from the trade map database. The export potential was studied taking into account the harmonized standard codes for hemp.

The Process of Sharing Knowledge in the Implementation of a Marketing Project: A Proposal for a Data Selection Model

The study addresses the problem of sharing knowledge, indicating its impact on the implementation of a marketing project in enterprises. All the considerations presented have been divided into two main parts, theoretical and empirical. The considerations presented in the first part include the characteristics of designing the company's marketing activities in the context of sharing knowledge. The next, second part of the study presents the possibilities of using information management in the process of sharing knowledge during the implementation of a marketing project. The third part discusses the processes of sharing knowledge in a marketing project. The next part describes the research methods. Subsequently, the study is an attempt to answer the research question - how does the sharing of knowledge create the implementation of the marketing project of the surveyed company? As a consequence of this question, the aim of the study was to develop a model of data selection determining sharing knowledge and information management during the implementation of a marketing project in an enterprise. The issue of sharing knowledge in the implementation of a marketing project is important and current due to its impact on decision-making processes in enterprises in the perspective of maintaining a competitive position on the market. The publication contributes to the discussion on the extent to which enterprises use sharing knowledge processes in order to gain a competitive advantage through the implementation of marketing activities.

Heritage Tourism and Nation-Building: Politics of the Production of Chinese National Identity at the Mausoleum of Yellow Emperor

As an important embodiment and carrier of Chinese traditional culture, the rituals and ceremonies in heritage tourism not only carry profound spiritual and cultural connotations, such as respecting nature and worshiping ancestors, they also enable people to gain a sense of identity. Therefore, this paper aims to explore the relationship between heritage tourism and the politics of identity-building from the perspective of critical toponymy based on the case study of the Mausoleum of the Yellow Emperor. Drawing on five years’ of fieldwork at the Mausoleum of the Yellow Emperor in Shaanxi Province, China, this paper unfolds how heritage tourism has evolved into a certain kind of political agenda and a social engineering of nation-building. Relying on in-depth interviews and R language text analysis, this paper examines how Chinese national identity is produced, performed, and established through landscape naming and ritual performance in heritage tourism. This paper finds that (1) the naming and interpretation of ancestral roots cultural landscapes, as well as ritual performance in heritage tourism, are closely associated with cultural representations and reproductions of national identity. (2) The naming and interpretation of landscapes, as well as the performance of ritual practices in heritage tourism, are closely associated with national history and mythology. The tourists’ behaviors and emotions, as well as their performance and experiences during the ritual practice at the heritage tourism site, help to construct national identity. The cultural production and invention are combined with actions enacted by governments and local residents, as well as visitors from different backgrounds. (3) The mausoleum creates cultural links for Taiwanese tourists to understand their ancestral roots culture and thus to enhance their connection with the mainland. This paper tries to explore the relationship between heritage tourism and identity-building from the perspective of critical toponymy, which has implications for place branding and marketing projects when promoting ancestral roots culture and place-named tourism. This research not only helps the individuals to realize and reappreciate the value of traditional culture and heritage, it also motivates the individuals to rethink their responsibilities in cultural inheritance and the innovative development of culture. It also helps to enhance the consciousness of the people on both sides of the strait as a community of the Chinese nation, as well as to promote the peaceful development of cross-strait relations.

Problematic Ideological Humanitarianism: Generating More Resilient Markets but More Fragile Beneficiaries

ABSTRACT This paper discusses circumstances under which post-conflict humanitarian-development interventions may post success despite exacerbating population’s vulnerability. It concerns Mercy Corps’ (MC) Revitalisation of Agricultural Incomes and New Markets (RAIN) project in Lamwo District, Northern Uganda. MC identified market access as key component of community resilience measuring it through technical feedback processes. In its own terms, RAIN has proved successful, and the market became robust. However, a less narrow evaluation revealed RAIN’s negative impact including diminished food security, increased child malnutrition, domestic and gender-based violence. On any rational understanding of resilience, interventions appeared to compromise rather than enhance population’s resilience.