Marketing Initiatives Research Articles

Malaysian homestay experience programme: A qualitative investigation on operator's crisis management practices and resiliency strategies

Understanding the specific crisis management practices and resilience strategies homestay operators adopt during a crisis is critical. Currently, it is an area that remains under-researched despite the growing importance of resilience in community-based tourism operations. As such, this study investigates the crisis management practices and strategies for resiliency that homestay operators adopt during a health crisis. This qualitative study has been conducted via semi-structured interviews among ten prominent homestay operators in Malaysia. The thematic data analysis using an inductive approach was employed to ensure the transferability of the findings. The study found that marketing initiatives, pandemic prevention measures, maintenance practices, and government assistance were the best crisis management practices homestay operators could implement during the pandemic phase. Homestay operators have adopted four resilience strategies to survive after the pandemic: for other creative business opportunities, government assistance, use of technology innovation, togetherness in mitigating the pandemic, and industry engagement and collaboration. The results provide comprehensive strategies to the policymakers and industry stakeholders to strengthen homestay businesses in the future. Such understanding enables government efforts to maintain CBT sustainability, which is in line with the National Tourism Policy (2020–2030) and Sustainable Development Goals (SDG) 1 (No Poverty), 8 (Decent Work and Economic Growth) and 11 (Sustainable Cities and Communities). The results are also expected to assist homestay operators in re-strategizing and striving toward recovery and resiliency after the crisis.

An exploration of digital marketing, financial literacy, and website empowerment for small enterprises in Melaya Village, Bali

An exploration of digital marketing, financial literacy, and website empowerment for small enterprises in Melaya Village, Bali

Can we rest easy under the registration-based IPO reform? Evidence from the Chinese growth enterprise market

The registration-based initial public offering (IPO) system is a pivotal initiative in China’s comprehensive capital market reform, but little is known about its effectiveness. Our study aims to explore the impact of the registration-based IPO reform on enterprises’ environmental, social, and governance (ESG) greenwashing behaviors. Drawing on data from 2,490 enterprises listed on the Chinese growth enterprise market and the main board of the Shenzhen Stock Exchange during 2012-2022, we find that the registration-based IPO reform significantly aggravates ESG greenwashing with an effect of 0.1696. Building upon this evidence, we explore the underlying mechanism. Peer competition and retail investor sentiment play a partial mediating role and become two channels through which the registration-based IPO reform may aggravate enterprises’ ESG greenwashing. Analysts’ attention can alleviate the impact of registration-based IPO reform on enterprises’ ESG greenwashing while management myopia intensifies it, and they both play a moderating role. Moreover, the aggravating effect of the registration-based IPO reform on ESG greenwashing is more pronounced in enterprises belonging to heavily polluting industries, in the Western region, and with low information transparency. Thus, our findings offer new insights into enterprises’ ESG greenwashing behaviors in the context of the registration-based IPO reform.

Internationalization Rhythm and Innovation in Emerging Market Enterprises: Evidence from China

Internationalization Rhythm and Innovation in Emerging Market Enterprises: Evidence from China

Executive Political Ties and Innovation Performance of Emerging Market Enterprises

Executive Political Ties and Innovation Performance of Emerging Market Enterprises

A design of cross-selling products based on frequent itemset mining for coffee shop business

Using a case study at the XYZ coffee shop in Bandar Lampung, Indonesia, this work conducts knowledge extraction on a sales dataset to create a cross-selling model for product bundling advice. Understanding Knowledge extraction was done using a frequent itemset mining technique based on an Apriori algorithm to extract a set of association rules between products. The study implemented a five-stage frequent itemset structure that encompasses business comprehension, data preparation, data exploration, model creation using the Apriori algorithm, and rules evaluation. The framework that comes from this research provides a set of bundling association rules across items for cross-selling strategies that involve many products and complex sales timeframes. Additionally, we recommended sales activities based on loyalty cards to enhance our dataset with consumer attributes and purchasing trends. Based on customized services and tailored offers based on consumers' past purchases and spending patterns, the loyalty card recommendation was created. Consequently, we may target the appropriate clients and items with our marketing initiatives

DEVELOPING A MARKETING STRATEGY USING SWOT ANALYSIS IN THE DIGITAL ERA ON MOOI DONUT MSMES ON KALIMANTAN STREET, SUMBERSARI DISTRICT, JEMBER REGENCY

Study aims to analyse the strategies to enchance the sales of Donat Mooi, a micro, small, and medium enterprise (MSME), in the digital era where consumers are increasingly adopting online purchasing. The study proposes using SWOT analysis as a strategy to address competition and improve the business's competitiveness. The focus is on identifying effective marketing alternatives to overcome challenges faced by Donat Mooi. The qualitative-descriptive method use with direct interviews, observations also literature reviews. It shows from SWOT analysis and Internal-External Matrix indicate the Donat Mooi currently holds a "Hold and Maintain" position. This analysis identifies the potentials and challenges encountered by the enterprise in the digital market. The recommended strategy emerging from this research is an intensive-aggressive approach, enabling Donat Mooi to leverage its internal strengths while addressing threats and capitalizing on external opportunities more effectively. Thus, this study not only provides insights into the current conditions of Donat Mooi but also offers concrete guidelines for actions aimed at enhancing competitiveness and ensuring the sustainability of the business in an evolving digital landscape.

The impact of AI marketing activities on consumer-based brand equity: The mediating role of brand experience

In today’s rapidly evolving world, the integration of artificial intelligence (AI) technologies has become paramount, offering unparalleled value propositions and unparalleled consumer experiences. This study delves into the transformative impact of five AI activities on brand experience and consumer-based brand equity within the retail banking landscape of Lebanon. Employing a quantitative deductive approach and a sample of 211 respondents, the research employs structural equation modeling to analyze the data. The findings underscore the significant influence of four AI marketing activities on brand experience, revealing that factors such as information, accessibility, and customization play pivotal roles, while interaction has a less pronounced effect. Importantly, the study unveils that brand experience acts as a partial mediator between AI marketing activities and consumer-based brand equity. These revelations not only illuminate pathways for retail banks in Lebanon to refine their AI strategies but also underscore the importance of leveraging AI-driven marketing initiatives to bolster customer equity, acquisition, and retention efforts in an increasingly competitive market age.

Resilient marketing of Chinese hotel enterprises based on marketing mix

Resilient marketing in hotel enterprises is a research area that has not been systematically explored. This study is based on the 4Ps theory to conduct a systematic theoretical study of resilient marketing in hotel enterprises and promote the application of resilient marketing in hotel enterprises. Data were collected from Chinese hotel employees (n = 501) through an online survey. Data were analysed using SPSS and AMOS software. confirmatory factor analysis (CFA) combined with structural equation modelling (SEM) was used to explore hotel employees’ perceptions of resilient marketing in hotel companies. The findings suggest that the concept of resilient marketing, constructed through the four dimensions of resilient products, resilient prices, resilient price, and resilient promotions, is better able to help hotel enterprises withstand crises. This study contributes to understanding how Chinese hotel enterprises use the concept of resilient marketing to withstand crises, such as positively adapting to market changes, collaboratively responding to market competition, and resisting and reversing crises situation. It has important theoretical value and practical significance for constructing a theory of resilient marketing for hotel enterprises, promoting the practical development of resilient marketing for hotel enterprises.

Entrepreneurial Marketing and Performance of Small and Medium Scale Enterprises in Akwa Ibom State

Entrepreneurial marketing has become increasingly popular in the fields of entrepreneurship and marketing, as well as among organizations aiming to obtain a competitive edge. In practice, small and medium-sized enterprises (SMEs) in Akwa Ibom State, Nigeria, generally see entrepreneurial marketing as an appealing and efficient marketing strategy motivated by the desire to make the most of their unique strengths. These SMEs are involved in the sale of products and services. This study aimed to investigate the influence of entrepreneurial marketing on the performance of small and medium-scale enterprises in Akwa Ibom State. The sample size for the study was 400, determined using the Taro Yamane formula. The proxies for entrepreneurial marketing were considered jointly as customer orientation, entrepreneurial orientation, and innovation orientation. The researchers adopted a survey research design. A structured questionnaire was designed to obtain data from 400 SME owners. We also adopted a simple random technique for this study. We tested the combined hypothesis using multiple regression analyses. The study revealed a significant influence of customer orientation, entrepreneurial orientation, and innovation orientation on the performance of small and medium-scale enterprises in Akwa Ibom State. In conclusion, this study empirically provides evidence of the influence of entrepreneurial marketing on SME performance. SMEs can improve their performance by embracing the entrepreneurial marketing philosophy. Based on these conclusions and findings, the researchers recommended that SMEs in Akwa Ibom State improve their customer orientation to understand their customers better.

Study on the Influences of Inter-Governmental Information Flow and Interdepartmental Collaborative Supervision on Pork Quality: A Case Study in China.

To study the influences of the degree of interdepartmental collaborative supervision on the behavioral strategy selection of pig farmers, pig slaughterers, and pork processing manufacturers in the pork supply chain system, this study established a three-party evolutionary game model involving pig farmers, pig slaughterers, and pork processing manufacturers based on the social co-governance framework by focusing on the interdepartmental information sharing mechanism and cooperative governance. Here, we examined how the degree of collaborative supervision among government departments influences the behavioral strategy selection of these parties by focusing on key mechanisms such as information sharing and interdepartmental collaborative governance. Our findings revealed that within a social co-governance system, the strategic choices of the three entities in the pork supply chain closely correlate with the coordination level of collaborative supervision among government departments, particularly through information-sharing mechanisms. Additionally, the strategies are influenced by market-based contract supervision among entities, consumer reporting intensity, and the collaborative governance capabilities of the government, market actors, and consumers. Higher levels of social co-governance are associated with fewer risky links in the pork supply chain and reduced overall risk. Key factors affecting the behavioral strategy selection of the subjects in the pork supply chain include interdepartmental collaborative governance among government departments (e.g., optimizing random inspection frequencies, adjusting economic penalties, and disclosing enterprise market credit information via information sharing mechanisms), consumer complaint probabilities, and the intensity of mutual supervision among enterprises. Therefore, to enhance pork supply chain quality and mitigate risks, it is crucial to enhance the coordination of collaborative supervision among government departments, encourage consumer reporting, and improve market-based mutual supervision mechanisms among upstream and downstream subjects in the supply chain.

Digital Finance, Research and Development Investment, and Corporate Green Technology Innovation

The development of digital finance is anticipated to alleviate the dilemma of corporate green technology innovation. This study selects manufacturing enterprises that are publicly listed on the Shanghai and Shenzhen stock exchanges as well as the Growth Enterprise Market in China, as research samples, of which the data spans from 2011 to 2020. An empirical research using a matched dataset of this period demonstrates that the growth of digital finance has a significantly positive impact on the promotion of green technology innovation in Chinese manufacturing companies. This result remains valid even after conducting rigorous testing to ensure its reliability and taking into account the potential influence of endogeneity. Moreover, this promoting effect exhibits heterogeneity due to differences in enterprise size and property rights. In the future, governments, financial institutions, and enterprises should collaborate to promote the improvement of digital finance infrastructure, bolster policies and financial support for enterprise green technology research and development (R&D) investment, and effectively foster the improvement of corporate green technology innovation capabilities.

Price deregulation and investors’ IPO speculation: Evidence from Chinese registration system reform

This study assesses the impact of market-oriented reforms of the Chinese initial public offering (IPO) system on investor speculation. The empirical results reveal that the registration-based IPO system reform expedites the release of investor sentiment and curbs speculation in the post-IPO period. The registration reform in the Sci-Tech Innovation Board (STAR market) is more effective than that in the Growth Enterprise Market (GEM), and the long-term effects surpass the short-term effects. Further tests indicate that greater institutional (individual) investor participation is the reason for higher (lower) reform efficiency; as investor sentiment increases, the dampening effect of the registration system reform on speculation decreases. Our study confirms the importance of market-oriented reform and provides implications for implementing efficient reforms in emerging markets with high levels of manipulation and speculation.

Influencing Employee Innovative Behavior Through Sustainable Business Practices: The Moderating Role of Transformational Leadership

The present study aims to extend this line of inquiry by investigating the influence of sustainable business practices about green marketing initiatives and GHRM practices on E Innovation. No less important is the role transformational leadership takes on in the interplay that this study tackles. 290 employees in the Jordanian telecommunication sector participated in the research using structured questionnaires. This was analyzed using structural equation modeling to examine relations among these constructs. These results were arrived at after discoveries that both green marketing initiatives and GHRM practices had a powerful positive influence on employee innovative behavior. However, transformational leadership was found to moderate these relationships and overcome the dark sides of implementation to enhance the positive effects of sustainable practices on innovation. However, all these insights could only generalize to the telecommunications sector in Jordan, and therefore, the need to give for further research in other contexts. This study contributes to the literature by empirically supporting TL as a facilitator for the fostering of innovation through sustainable practices; at the same time, the study acknowledges that the employment data using self-reports limits its findings and clarifies some explanations regarding specific statistical findings. The present study reinforces the need to implement business sustainable practices for fostering innovation, this time moderated by effective transformational leadership.

Green Marketing: Opportunity for Innovation and Sustainable Development

In the time of escalating environmental concerns and growing consumer consciousness, the concept of green marketing has emerged as a vital strategy for businesses to earn profitability with sustainability. the consumers now a days are more concerned about the health and environmental protection issues. This research paper aims to focus on sustainable development and green marketing with its impact on society and its opportunity for innovation. The paper explains how green marketing strategies, product design, packaging, promotion, and distribution, not only reduces environmental impact but also promotes innovation within organizations. Moreover, it highlights the role of consumer behavior and market dynamics in shaping the adoption of green products and services. Furthermore, the paper examines the challenges and opportunities associated with implementing green marketing initiatives, this research paper underscores the transformative potential of green marketing as a driver of innovation and sustainable development

How Art and Architecture Influence Hotel Façade Design Automation

Hotel is a commercial institution that renders guests and travelers with two important services: shelter and cuisine (food and drinks) in return for monetary profits. Since guest are travelers and/or excursionist, the security of their lives and properties security is important also provision of comfort while in the hotel is important. Hence, hotel are constructed, with preferences to location, and other distinguishing factors for different goals and type of client, with the thought of hospitality. Architecture, art and integration of an automation system have always had a big impact on the way the world looks, how it makes us feel, and how it tells our memories. In the hotel industry, facade is an important, beginning and an overview of the experience that lies ahead of guests inside. It cannot be emphasized how important art, architecture and automation system are to a hotel's façade because they set the tone for the entire guest experience. A dramatic remark about the hotel's character, culture, and values is made by the combination of artistic elements and smart architectural design, which goes beyond simple aesthetics. This article examines the significant effect of art, architecture and automation system on hotel facades, emphasizing how these elements may attract onlookers, establish brand identity, reflect the context of culture, captivate visitors, help marketing initiatives, and merge in effortlessly with the immediate environment. By exploring the significance of these artistic components, the numerous ways that architecture, art and automation system influence how people perceive and interact with hotels will be understood and ultimately transforming them into iconic piece and memorable settings.

Antecedents to the Adoption of Digital Marketing by Start-Ups Under Startup-India and E-Governance Initiatives

India is witnessing a dual transformation marked by technological advancements and a surge in entrepreneurial activity following the launch of various e-governance schemes and the Startup India program. However, the high failure rate among startups remains a significant concern, often attributed to inadequate marketing efforts due to financial constraints. To address this issue, enhancing digital marketing initiatives under Startup India could offer cost-effective solutions with higher returns on ad spend (ROAS). This research, grounded in the Behavioral Reasoning Theory (BRT), utilized cross-sectional data analyzed through Partial Least Square-Structured Equation Modelling (PLS-SEM) using SmartPLS software. The study revealed that beliefs, values, reasons for and against adoption, and attitudes influence startups' adoption of digital marketing. The findings of this study aim to provide practical insights for Startup India programs, entrepreneurs, and policymakers to understand better the motivators and barriers to adopting digital marketing technologies.

Analysis of Innovative Paths for Enterprise Marketing Management Development Strategy under the Background of New Media

Analysis of Innovative Paths for Enterprise Marketing Management Development Strategy under the Background of New Media

Status of Tourists and Rural Tourism Impacts in Ghalegaun, Nepal

This study presents a comprehensive analysis of rural tourism's economic effects and potential in Ghalegaun, Lamjung, Nepal. It extensively covers the region's natural allure, cultural attractions, and the positive influence of tourism on the local economy. It stresses the importance of strategic marketing and development initiatives to fully leverage the area's tourism prospects while addressing existing hurdles. The article delves into challenges like the shortage of skilled labor and the necessity for enhanced tourism activities in Ghalegaun. Moreover, it discusses available infrastructure, tourist demographics (nationality, age, purpose of visit, occupation, duration of stay, and spending patterns). Ultimately, the study underscores Ghalegaun's rural tourism potential and its significant economic impact.

Government Subsidies and IPO Firms’ Short-Term Excess Returns: Evidence from China

AbstractAs an important tool for local governments to intervene in the listing process in their jurisdiction, the implementation effect of government subsidy has been quite controversial. This study examines the pricing mechanism of Initial Public Offerings (IPO) within China’s macro institutional environment. The period from April 2012 to December 2015 was selected as the sample observation period, with companies listed on Growth Enterprise Market (GEM) as the study objects. By focusing on IPO firms’ short-term excess returns, the multiple linear regression model and propensity score matching method (PSM) were applied to evaluate the actual impact of local government intervention through financial subsidies during the listing process. The results show that government subsidies improve IPO firm’s short-term excess returns. This promotion effect is more significant in state-owned enterprises rather than in private enterprises. Moreover, the implicit window guidance weakens the promotion effect of government subsidies on the short-term excess returns. Further, the more government subsidies the IPO firms receive, the worse their long-term performance will be. The findings demonstrate that local governments employ financial subsidies to expedite the listing process within their jurisdiction, thereby facilitating IPO companies in generating short-term excessive returns while simultaneously impeding the normal production and operation. The conclusion enhances theoretical understanding regarding high underpricing, while also offering investors a novel approach to interpreting government subsidy information and assessing IPO firm’s earnings sustainability.