Marketing Approach Research Articles

Mendorong Pertumbuhan Pangsa Pasar B2B untuk Sektor Ride-Hailing Menggunakan Segmentasi Pasar Strategis

The expansion of Indonesia's ride-hailing sector has been considerable, fueled by technological advancements and the widespread embrace of smartphones. Despite its swift growth, the industry faces difficulties concerning long-term viability, safety issues, and compliance with governmental regulations. Nevertheless, the integration of advanced technologies and strategic plans for service expansion into new regions presents significant opportunities. The competitive environment in Indonesia's ride-hailing market not only stimulates innovation but also shapes a lively and evolving market atmosphere. Originally designed for consumers, the ride-hailing sector has evolved into a versatile transportation solution for various business needs, including employee transportation and goods delivery. These services offer advantages for companies, such as enhanced operational efficiency and reduced logistics costs. Recognizing the diversity of the business market, segmentation becomes vital in comprehending customer needs. Through tailored marketing approaches, companies can deliver more pertinent solutions, boosting competitiveness and enlarging B2B market share. By using K-means clustering, it yields 5 clusters, namely cluster 1: Tech Innovators and Financial Players, cluster 2: Logistics Singular Focus, cluster 3: Logistics, Retail, and Automotive Synergy, cluster 4: Culinary, Logistics, and Travel Dynamics, cluster 5: Tech Titans, Healthcare Giants, and Financial Leaders. The analysis of user clusters on the B2B Ride Hailing Indonesia platform provides useful insights that guide strategic recommendations for improving service offerings, refining marketing strategies, and optimizing business operations. Targeting the millennial demographic through digital channels and influencers, examining marginal costs for high-traffic clusters to identify optimization opportunities, exploring expansion possibilities in clusters with growth potential, and tailoring business solutions for clusters with unique needs are among the recommendations. Keywords: K-means Clustering, Market Innovation, Market Share Expansion, Ride-Hailing Sector, Segmentation, Strategic Decisions.

A QUALITATIVE COMPARISON OF THE PERCEPTIONS AND BEHAVIORS OF LAWYERS AND DOCTORS ON MARKETING

Marketing, which is in the process of evolving into being people-oriented, has started to take place in two basic human fields (sectors) that the state carries on such as law and health. The aim of this research is to reveal the level of perception and application of marketing in these two sectors. For this purpose, one-on-one interviews were conducted with lawyers and doctors. The obtained opinions were evaluated qualitatively, supported by quantitative data. According to the findings, lawyers and doctors consider marketing to be identical with early-stage marketing promotional activities. It has been demonstrated that in order for a contemporary human-oriented marketing approach to come to life in these two sectors, the current perceptions must be changed first.

AN ANALYTICAL STUDY ON CONSUMER AWARENESS AND PERCEPTION OF HOSPITALS' DIGITAL MARKETING EFFORTS

This study explores consumer awareness and perceptions of digital marketing strategies employed by hospitals, focusing on social media presence, email newsletters, online advertisements, and their impact on understanding hospital services. As hospitals increasingly turn to digital platforms to reach patients, understanding consumer responses to these strategies is critical for effective engagement. The research utilizes a quantitative approach, with a sample of 65 respondents. Data were collected through a structured questionnaire, measuring awareness and perceptions of hospital digital marketing initiatives. The study tests three hypotheses related to consumer awareness of hospitals on social media, email communications, and online advertisements using one-sample t-tests. The results reveal a high level of consumer awareness regarding hospitals' social media presence and online advertisements, with mean scores significantly above the neutral value of 3. However, awareness through email newsletters and digital communication channels showed no significant difference from the neutral point, indicating a lower engagement level. These findings align with previous research indicating the increasing role of digital marketing in healthcare but suggest that certain channels, like email marketing, may require more attention. The study contributes to the literature on healthcare marketing by highlighting the importance of targeted digital strategies to improve patient engagement and awareness. Managerial implications suggest hospitals should strengthen their digital presence, particularly in underutilized channels, and develop personalized marketing approaches. Limitations of the study include the small sample size and geographical focus, with recommendations for future research to examine broader populations and the impact of digital marketing on patient decision-making and hospital choice.

Attributes Driving Intangible Asset Valuation

The inherent complexity and subjectivity of assessing assets such as intangible asset, posing challenges for standardized methodologies and accurate financial reporting, this complexity is compounded by the consideration of various valuation criteria, some of which are ill-suited for appraising intangible assets, this study is dedicated to assessing the key attributes that drive the valuation of intangible assets, aiming to construct a comprehensive framework for their valuation. Employing a mixed-methods approach, both quantitative and qualitative research designs were employed, utilizing survey questionnaires, semi-structured interviews, and focus group discussions. Purposive sampling was employed to select participants and the data analysis involved descriptive and thematic content analysis. The study's findings underscored the paramount economic attributes of intangible assets, highlighting the significance of economic life span and company’s value driver. Conversely, attributes categorized as company’s value distracters were identified as less important, with novelty exhibiting the highest mean value of 4.6. Additional attributes such as originality, legal protection, royalty of the asset, and life span right of protection also contributed significantly to the valuation process. Qualitative findings revealed that the market and income methods of valuation are predominant in intangible asset valuation practices. The study demonstrated that the choice of valuation method hinges on information availability, with attributes like economic life span and historic income influencing the value derivation process using income and market approaches. The study concludes by illustrating its findings through the development of a tangible intangible asset’s valuation framework, providing a structured guide for assessing and determining the worth of intangible assets in a more systematic and informed manner.

Marketing Communication Strategy in Peer-to-Peer Lending for Indodana Online Loan Services to Appeal to Millennial Customers

The impact of the internet on financial technology, or fintech, is evident in the marketing of various goods, particularly online loans through peer-to-peer lending platforms. Indodana, by leveraging advancements in information technology, has actively developed a marketing communication strategy to appeal to the millennial generation. This research employs qualitative methods to evaluate the marketing communication strategy applied to Indodana's online loan products, focusing on how the company develops and implements this strategy to attract millennial customers. Information was collected through interviews, observations, literature reviews, and online searches involving informants, including members of the marketing team, online loan clients, and potential customers. Utilizing a seven-stage marketing communication approach, encompassing goal setting, objective establishment, message content creation, media selection, development of the promotional mix, budgeting, and evaluation, the study found that Indodana's marketing communication strategy is highly advantageous. The use of innovative information technology and online media channels effectively attracts customers and potential clients with clear and appealing content. Furthermore, addressing the uneven access to information technology is crucial to ensuring the continued accessibility of offline services.

Examination Stock Underperformance Leveraging Financial Ratios, Intrinsic Valuation, and Multiple Market Approach (Case Study: Indonesia Leading MRO Company)

AMF a prominent MRO company in Asia-Pacific region, especially Indonesia, has experienced decline in stock performance since its IPO in 2017. This study aims to discover factors contributing in company’s declining value and provide feasible recommendation to improve stock performance and financial health. A ten-year financial report assessment from 2014 to 2023 was conducted to gain a broader overview of company’s financial condition. This study examines financial ratios and compared to industry average through Multiple Market Approach. External risk affecting the underperformance of stock are also evaluated through PESTEL and Porter’s Five Forces. Result of the study indicate underperformance of AMF is due to decreasing profitability margin, inefficient use of assets, increasing operational expenses, and unfavourable external economic condition. The evaluation also reveal that the stock undervalued by market, where this statement is reinforced by intrinsic value of company is 3.88x higher than current market price, as well as supported by comparisons with similar industries where the financial ratios such as P/E ratio, M/B ratio, and EV/EBITDA are below industry average. The analysis proposes stock performance enhancement and financial stability by optimizing operational processes, capitalizing on technological advancement, and establishing strategic partnership to diversify revenue streams and enhance market presence.

A pool-based electricity retail markets integrating renewable energy sources and electric vehicles in the presence of demand response program and conditional value at risk to enhance energy security

In restructured power systems, energy security has become a critical concern, driven by changes in laws and regulations and underscored by a defensive approach implemented by the independent system operator. This alignment highlights a strong interdependence between energy security, energy supply, and the economic aspects of energy management. The paper explores how consumers energy supply in restructured systems can be managed through Demand-Side Management (DSM) and Demand Response (DR) programs, considering economic efficiency and risk in scenarios that include Renewable Energy Sources (RES), suitable storage systems, and electric vehicles (EVs). An energy security index is introduced to evaluate the impact of DR programs on both electrical and thermal energy, considering the economic risks involved. A hybrid pool-based electricity retail market approach is utilized to optimize energy security, supply, and consumption. The significant roles of RES, storage systems, and EVs are highlighted in this context. Economic and environmental optimization is achieved using the Conditional Value at Risk (CVaR) method, facilitating strategic decision-making under varied risk conditions. The energy supply security is further analyzed in the presence of electricity market retailers, exploring different pricing strategies. A Mixed-Integer Programming (MIP) model, implemented in GAMS software with the CONOPT solver, is used to examine pricing methods such as Time-of-Use (TOU) and real-time pricing. Findings reveal that DR programs lead to substantial increases in retailer profit and energy supply security value, with real-time pricing showing a significant 23.5 % increase in energy supply security value and a 24.5 % increase in retailer profit compared to fixed tariff pricing.

Analyzing Marketing Communication Strategies for "Satu Nagari Satu Event" Program in West Sumatra

This study analyzed the marketing communication strategies employed for the "Satu Nagari Satu Event" program in Tanah Datar Regency, West Sumatra. The program, aimed at promoting cultural engagement and community participation, underscores the significance of effective marketing communication in achieving its objectives. The analysis begins by outlining the core goals and context of the "Satu Nagari Satu Event" program, establishing a foundation for the subsequent evaluation. By examining the clarity and consistency of the program's messaging, the analysis sheds light on its ability to convey its value proposition. Channels of communication, both traditional and digital, are scrutinized to assess their reach and impact. In recognition of the cultural context, the analysis probes the extent to which marketing communication resonates with the local customs and traditions of Tanah Datar Regency. The evaluation concludes by examining key performance indicators such as event attendance, website traffic, and social media engagement, providing insights into the success of the marketing communication strategies. By merging these insights, the analysis offers recommendations for refining the program's marketing communication approaches and enhancing its impact on cultural engagement and community involvement.

TERRITORIAL MARKETING WITH VIRTUAL TOURS: AN EFFECTIVE STRATEGY FOR PROMOTING TERRITORY

Essentially, the attractiveness of a territory seems to be linked to its ability to attract flows and make itself desirable. We then speak of attraction, or more precisely, appeal, which refers not only to demographic, environmental, and economic dimensions but also to criteria of notoriety, image, and reputation. In this sense, the tourism sector appears to be a vital lever for the competitiveness of a territory. Due to its ability to generate visibility and readability of spaces and vernacular products, this sector is often seen as a first experimentation of a city or country, leading to a possible retention of visitors. The literature review often describes Algeria as an extremely attractive territory, while other indicators point to a rather unappealing image of the country. We will then make the distinction between attractiveness, which first refers to the presence of potential, and competitiveness, which rather addresses the management of this capital. The challenge thus seems to be oriented towards the implementation of a logic that allows taking advantage of the assets present in situ to better respond to this problem of capturing and satisfying demand, both nationally and internationally. However, this issue must be addressed with up-to-date data. It must take into account the evolution of tourists' behavior, who increasingly refer to digital media to outline an image of their future destinations. Thus, the digital age and the growing importance of information and communication technologies seem to be revolutionizing territorial marketing and, in particular, the tourism sector. Naturally, the reflection turns to Algeria's ability to accompany this movement. In other words, what are the methods and tools used in terms of territorial marketing and, more precisely, in the field of tourism and e-tourism? Our research undertakes a retrospective of experiences with virtual tours of heritage monuments produced by our team (using a 3D scanner). From the Bey's palace to the tomb of Massinissa, passing through the Roman aqueduct of Constantine, we attempt to highlight the impact of these innovative tourism products in enhancing the tourist elements of a city or territory. An introspection of the feedback on these services will allow us to better understand the expectations of visitors on one side, and to revise territorial marketing approaches on the other. The objective is to move away from classical policies by proposing more competitive, innovative strategies.

Marketing Communication Approach in Indonesian Banking Industry: Research Study on Indonesia's Largest Private Bank

Integrated Marketing Communication is one strategy that can be used to create, maintain and improve the positive image and reputation of the company included banking industry. This research will find the marketing communication approach used by PT XYZ as the biggest private bank in Indonesia. This research refers to the concept of five aspects of Integrated Marketing Communication (IMC). The research method used is the qualitative research method with a case study research design accompanied by series of observations and interviews. The results showed and concluded that the marketing communication approach in the banking industry implements five aspects of IMC, which is advertising, sales promotion, public relations, events & experiences, and direct marketing. The approach of private bank XYZ is aimed at creating long-term relationships, and enhancing reputation.

A Sustainability Project: Collaboration of a Campus TV Station and a Great Mosque

Objective: As part of the mass media industry, the broadcasting industry has a strategic position as one of the stakeholders responsible for participating to reduce the social impacts of the Covid-19 pandemic to the global economy. The broadcasting industry is expected to be able to participate directly. This participation does not only stop at fundraising actions and sporadic public donation management, but also plays a role as a representative of private corporate institutions that actively and continuously contributes to the support for achieving the national development goals through implementation of the so-called people-centered, participatory, empowering, and sustainable paradigm, within the context of a mosque organizational environment. Theoretical Framework: The community empowerment theory used in this research process was dominated by the resource mobilization theory. Viewed from the community empowerment framework, the mobilization theory was appropriate to be applied in this research, as Corporate Social Responsibility (CSR) refers to the ethical actions of companies or the business world that aim to improve the economy for the quality life of the employees, the communities, and the corporate environment. Method: This descriptive qualitative research employed a case study strategy which aims to analyse the da'wah activities in the mosque through TVKU CSR programs that support the transformation of the da'wah activities at the MAJT Great Mosque. Furthermore, the thematic interviews for data collection included the CSR program strategy carried out, the process and stages of the mosque youth empowerment, the mosque community, the mosque broadcasting community, and the independent mosque broadcasting-business unit. The collected research data were then analyzed by using the Corporate Societal Marketing (CSM) approach and through the application of the Atlas.ti software. Results and Discussion: Through the CSR program carried out by the Campus TVKU Semarang at the MAJT Great Mosque, the research findings showed a significant success in building an empowerment pattern entity that transforms innovative steps towards a positive impact for increasing empowered human development at the MAJT Great Mosque. From the convergence model pattern, several steps were then recommended based on the stages that occurred both in the application of technology (adoption process, new technology, and attitude formation) and media integration (computing, communication, and content) in the model. This is in line with the spirit of the emerging empowerment principles on people-center, participation, empowerment, and sustainability. Research Implications: This research theoretically develops the application of Corporate Social Responsibility and the society empowerment, while empirically, this research proposes to encourage the mosque youth comunity to be independent and creative in managing and producing contents of the significant mosque programs, and to encourage Campus TV’s to developp their innovative contents from the conventional practices into the digital practices. Originality/Value: The findings of this sustainability project research from the collaboration between a campus TV and a great mosque are expected to be able to build an empowerment pattern entity that transforms innovative steps and has the potential to have a positive impact in spreading the message of da'wah to the younger generation.

GUIDELINES FOR IMPROVING STRATEGIC MARKETING ACTIVITIES IN AGRIBUSINESS

The agrarian business in Bulgaria has potential for development by applying a marketing approach in its management. Agricultural production can be developed by satisfying the needs of the market. The supply of Bulgarian agricultural products faces many market challenges, which forces farmers to look for means to improve the market image of their products. The purpose of the article is to determine guidelines for improving the management of Bulgarian agricultural holdings. Implementation of strategic marketing activities by farmers can improve their economic performance based on better market performance. The correct implementation of these activities requires that they be considered as part of a systemic process that affects all elements of the production and marketing system. This requires that the management functions related to planning, execution and control of marketing activities are performed in the context of the market environment for each particular business.

STRATEGI PEMASARAN PARIWISATA BERKELANJUTAN COMMUNITY-BASED TOURISM BERDASARKAN TOURISM AREA LIFE CYCLE (TALC) DI DESA WISATA TETEBATU, LOMBOK TIMUR

Tetebatu Village is a Tourism Village that practices sustainable tourism through the implementation of Community-Based Tourism. The establishment of a Community-Based Tourism Tourism Village can be assessed using the Tourism Area Life Cycle (TALC) theory. To enhance tourism development, a marketing plan aligned with the different stages of the TALC theory can be used. The objective of this study is to ascertain and evaluate the status of Tetebatu Tourism Village using the TALC theory, and thereafter devise a suitable marketing strategy aligned with the various phases of the TALC model. This research employs a descriptive qualitative methodology, specifically focusing on investigating the life cycle of Tetebatu Village. The research utilizes primary data and secondary data as the types of data. The findings indicated that Tetebatu Village is currently in the developmental stage, marked by the growing participation of various stakeholders, including both the local community and the government. Considering the location of Tetebatu Tourism Village in TALC, the recommended marketing approach would involve implementing programming and promotion strategies. Additional marketing methods include implementing cost leadership by delivering reasonable prices, differentiating the tourism items being sold, and targeting certain segments.

The Decision-Making Journey of How-to Making Cooperation with Solar PV Developer Company to Install Solar PV in Indonesia: A Qualitative Study

This study explores the current purchasing behavior of companies in forming partnerships with solar PV developer companies (B2B), using a decision journey methodology. It investigates the impact of implementing renewable energy, particularly solar PV, in Indonesia, as well as the encouragement from local government to accelerate solar PV development. Additionally, Indonesia’s substantial solar PV potential has intensified competition among solar PV development companies to capture new markets. PT. XYZ aims to expand its market share using the decision journey methodology, driven by a significant market gap of approximately 300 trillion compared to its two main competitors. Through qualitative analysis, including interviews with five representatives from a large company in the business electricity sector with over 50 tenant companies, insights were gathered into the diverse decision-making processes within this service category. The findings underscore the importance of tailored marketing strategies based on product attributes. Overall, this research illuminates evolving consumer behavior in forming partnerships with solar PV developer companies through a B2B market approach, offering valuable insights for strategic marketing.

Improving repurchase behaviour based on relationship marketing: evidence from the message framing of airline in China

ABSTRACT Short Message Service (SMS) marketing, as one of mobile marketing, has been a prominent marketing approach in the service business, particularly in airlines. However, for member groups with a social identity, how to send SMS to promote repurchase behaviour of members? This question is what current research tries to explore. A large field experiment involving 200,000 active members of an airlines was conducted to validate the message framing proposed in this study. Specifically, based on the message framing, we applied 2 promotional SMS (With identity vs. Without identity) x 2 Purchase intention (High vs. Low) and 2 promotional SMS (Feasibility vs. Desirability) x 2 Purchase intention (High vs. Low) between-subjects experimental design and a control group with general reminder messages in a ‘Member Day’ promotion. By analyzing 188,627 respondent’s actual repurchase data, the result shows that the framing effect between with-identity or feasibility messages and high purchase intention significantly positively impacts members repurchase behaviour. In contrast, the effect between without-identity or desirability messages and low purchase intention has no influence. Furthermore, the moderation effect of members’ features on the framing effect has also been discussed. This study has theoretical and practical guidance for the research on relationship marketing, membership management, and loyalty programmes.

Impacts of the pilot policy for carbon emissions trading on pollution reduction in China

Global environmental problems are worsening. Among various regulatory measures, market-oriented approaches are most favored by governments worldwide. Using provincial panel data from 2004 to 2020, a multi-period DID model was hereby constructed to empirically study the pollution reduction effects of the pilot policy for carbon emissions trading in China. Findings of this paper could be listed as follows: (1) The pilot policy has achieved notable reductions in waste gas and solid waste, although its effect on wastewater pollutants has been less pronounced; (2) Pollution reduction in the pilot regions can be achieved by optimizing the energy consumption structure; (3) Significant variations in pollution reduction effects are observed between the Northern and Southern pilot regions, with notably stronger policy effects in the north across various pollutants compared to the south. Overall, this paper offers pertinent policy recommendations to aid the Chinese government in enhancing its carbon market.

Transformative smart rural tourism in adversity of the COVID-19 pandemic and beyond

The coronavirus pandemic has reinforced the need for sustainable, smart tourism and local travel, with rural destinations gaining in their popularity and leading to increased potential of smart rural tourism. However, these processes need adjustments to the current trends, incorporating new transformative business concepts and marketing approaches. In this paper we provide real life examples of new marketing approaches, together with new business models within the context of the use of new digital technologies. Via hermeneutic research approach, consisting of the secondary analysis of the addressed subject of smart rural tourism in adversity of the COVID-19 and 6 semi-structured interviews, the importance of technology is underscored in transforming rural tourism to smart rural tourist destinations. The respondents in the interview section were chosen based on their direct involvement in the presented examples and geographical location, i.e. France, Slovenia and Spain, where presented research examples were developed, concretely within European programmes, i.e. Interreg, Horizon and Rural Development Programme (RDP). Interviews were taking place between 2022 and 2023 in person, email or via Zoom. This two-phased study demonstrates that technology is important in transforming rural tourism to smart tourist destinations and that it ushers new approaches that seem particularly useful in applying to rural areas, creating a rural digital innovation ecosystem, which acts as s heuristic rural tourist model that fosters new types of tourism, i.e. smart rural tourism.

Bonsai's Marketing Strategy Centers on Creating Customer Value

This paper contributes to a different marketing approach on how to describe value from the customer's perspective. This research examines value-based pricing by highlighting a customer-centric approach with a focus on customer value creation to explore what this literature can convey in achieving success. The research locus is the research object of the Jombang Bonsai Community FB community which has 16,645 members. with consideration: Members of the Jombang Bonsai Facebook Community Trust; Own a bonsai plant business; Join the community for at least 2 years. The qualitative approach carried out through the data analysis technique used is the Manual Data Analysis Procedure (MDAP), from the results of interviews accompanied by triangulation of sources and theories to produce findings on customer-centred approach marketing strategies including Price Formation: Product and Services, Authorization Use, Resource Access, Benefit Claim Rights, Buyer Type, Availability, Use, Results, Economic Success. As well as Mechanism Policies: Quantity, Price Formation, Price Conditions, Price Discrimination, Product Characteristics, Customer Identity, Transaction Forms, Market Laws.

Halal B2B marketing in the metaverse: crafting a conceptual framework to pinpoint opportunities and challenges, outlining the agenda for future research

Purpose The study aims to explore the theoretical framework of Halal B2B marketing in the metaverse, develop a conceptual framework for future research, identify challenges and opportunities, including technological, cultural and compliance aspects, and provide insights for the effective integration of the metaverse into Halal B2B marketing practices. Design/methodology/approach The research employs a comprehensive literature review, examining works on halal marketing, Islamic business ethics and technology adoption in Islamic markets. The study also identifies key stakeholders in Halal B2B marketing within the metaverse, such as Halal businesses, Muslim buyers, technology developers, regulatory bodies and others, and discusses their unique challenges and contributions. Findings The study presents a conceptual framework depicting the interaction among various stakeholders in Halal B2B marketing within the metaverse. It identifies opportunities such as enhanced customer engagement, global market expansion and innovative branding, and discusses challenges including technological disparities, cultural sensitivities and Halal compliance. Research limitations/implications The conceptual framework delineated in this paper succinctly outlines the potential challenges confronted by diverse stakeholders in building the digital Halal market ecosystem within the metaverse. These frameworks augment the understanding of the metaverse as an evolving digital technology for brands operating within this digital space. This contributes to both theoretical and practical insights into the integration of the metaverse into business operations. While the metaverse holds promise for immersive and interconnected digital experiences, it also comes with several limitations and challenges that need to be taken into account. Practical implications The research introduces a framework that elucidates the professional relationships among key entities: Halal B2B brands aiming to enter the metaverse for brand promotion, buyers seeking business opportunities within the metaverse, and technology developers responsible for establishing the required infrastructure. This framework offers a succinct portrayal of the stakeholders' positions, delves into potential opportunities within the metaverse, and scrutinises the inherent challenges associated with these possibilities. Social implications The metaverse empowers Halal enterprises to provide tailor-made experiences that resonate with the preferences of Muslim consumers. It offers scope for personalised marketing, emphasising its potential as a pivotal element in the triumph of Halal B2B marketing within the metaverse. In the realm of Halal marketing, cultural and ethical alignment holds paramount importance. The metaverse provides opportunities for devising marketing approaches that are attuned to Islamic cultural and ethical values. Originality/value The study results in several recommendations that could help Halal B2B brands effectively leverage the metaverse's potential and cater to Muslim consumers' needs innovatively. These are: (a) Invest in Metaverse Infrastructure by partnering with technology developers or invest in virtual spaces tailored to Halal products; (b) Tailor Marketing Experiences through creating immersive experiences aligned with Muslim consumers' preferences; (c) Ensure Cultural and Ethical Alignment by consulting religious scholars to ensure marketing respects Islamic values; (d) Foster Business Opportunities by facilitating virtual trade shows and marketplaces for Halal products; (e) Educate Stakeholders by organising workshops to introduce the metaverse's potential benefits; (f) Address Challenges Proactively by tackling privacy, accessibility and regulatory issues head-on; (g) Collaborate with Industry Partners and work with other Halal brands and tech partners to drive innovation.

Victoria’s Secret: the falling angels

Research methodology Secondary research Case overview/synopsis Victoria’s Secret, a lingerie retailer founded by Roy Raymond in 1977, is the largest retailer in women’s intimate apparel in North America. Nevertheless, the business has been under fire in the recent past for failing to be inclusive and diverse, declining revenues and engaging in high-profile controversies. Victoria's Secret has experienced competition from emerging lingerie brands including Savage X Fenty, which Rihanna established in 2018, ThirdLove and Aerie by American Eagle & Knix. Victoria's Secret tried to reinvent itself in reaction to these difficulties by altering its marketing approach, switching out its “angels” for more diversified models, and launching a new range of cozy, informal loungewear. However, there were conflicting reactions to these initiatives, and the company's sales have been declining. Complexity academic level Executive training programs, upper level undergraduate and graduate MBA students in strategic, marketing and general management. Students should understand the basics of strategic management and marketing before undertaking to analyse this case.