Market Innovation Research Articles

Marketing via Shangbangs (Chinese business networks)

PurposeThis study examines how informal business networks achieve marketing goals in socially uncertain contexts. Drawing from multiple historical sources, Shangbangs, a type of business network that thrived in pre-1949 China, are analyzed.Design/methodology/approachThe Critical Historical Research Method (CHRM) undergirds a study of Shangbangs’ historicity (i.e. their socio-historically embedded multiplicity, including organizational forms, activities and connotations.FindingsAs informal regional, professional, project-based, special-product-based or mixed marketing networks, Shangbangs relied on “flexible specialization” and coupled multiple business needs to market goods and services, business organizations, specific social values and, when necessary, to debrand business rivals.Research limitations/implicationsThis analysis extends theories about marketing networks by probing their subtypes, diverse marketing activities, multipronged channels and relationship building with social entities (including underground societies, business associations and guilds) in response to pre-1949 China’s market uncertainties. Substantiating an alternative approach to “flexible specialization” and marketing innovations within the pre-1949 Chinese economy shows how a parallel theoretical framework can complement western-based marketing theories.Originality/valueThis first comprehensive analysis of Shangbangs, an innovative historical Chinese marketing network outside the conventional market-corporate dichotomy, can inform theory building for marketing strategy-making and management conditioned by social contexts.

The Role of Technical Creativity in Enhancing innovative marketing

The current research sought to study the role of technical creativity as an independent variable in promoting innovative marketing as a dependent variable in the research sample represented by managers at the General Company for Communications Equipment and Power/Al-Kindi Factory. the research intellectual and field research problem was embodied by asking a research question: Is there a correlation and a moral impact of the dimensions of technical creativity in innovative marketing? the two researchers crystallizing the conceptual framework and adopted the descriptive analytical approach whcih relying on a set of tools for collecting data and information represented by a questionnaire form and field visits in In addition to personal interviews, also the two researchers developed a hypothetical plan to see how the result obtained can devioted from natural value which It reflects the nature of the relationships of correlation and influence between technical innovation, which includes its four dimensions (introducing a new product, improving an existing product, designing a new production process, improving an existing production process) and innovative marketing (assigning resources, developing marketing technology, attracting the customer, and calculated risks).the result of main htpothesiss and many sub-hypotheses was tested at Al Kindi Factory through the use of the ready-made statistical program (SPSS v.23).The research reached a set of results, the most important of which is the existence of a significant correlation between technical creativity and innovative marketing and a significant correlation of technical creativity and innovative marketing in the investigated organization.

Role of Startups in Entrepreneurship Development (Agri Based Sector)

An entrepreneurial mentality drives a thriving economy. Entrepreneurship improves quality of life, access to goods and services, and economic progress. Many company entrepreneurs improve their life and those of others by fighting poverty or creating eco-friendly products. Entrepreneurship is thought to boost economic growth by fostering innovation, market expansion, change, and wealth creation. Entrepreneurs are essential for inventing new products, ideas, and solutions. Innovative supply chain management, precision farming, and market connection solutions are coming from agritech firms. These changes may boost farmers’ income, expenditure, and productivity. Company expansion and riches boost tiny towns and hamlets. The cycle continues endlessly because growth and money inspire additional businesses, which boost growth and money. Startups help people support their families by providing jobs. Startups alleviate unemployment by creating new jobs. Jobs like this, which take a lot of education and expertise yet pay well, build the middle class. Technology and economic growth are rising.

The Joint Forces of How to Live: Does Intellectual Capital Matter between Innovation and Financial Vulnerability?

Using a hand-collected sample of non-financial firms listed on the Pakistan Stock Exchange (PSX) over the period of 2011–2021, we examine the joint effect of intellectual capital and innovation on the financial vulnerability of a firm, which is an important risk factor that a firm may face in its operation. We first use the static fixed-effect panel model as our baseline regression model and find that the level of intellectual capital of a firm strengthens the positive effect of the adoption of product and market innovation on reducing the financial vulnerability of the firm. We also conduct additional analyses using alternative measures of financial vulnerability, as well as various regression models, and confirm that the results are robust under different scenarios. Overall, the results highlight the positive role of the intellectual capital, as well as the joint effect of intellectual capital and innovation, in mitigating the financial vulnerability faced by a firm and thus have academic and practical implications to academic researchers and practitioners.

Optimizing Sales Revenue Through Digital Marketing Strategy at Mamata Dessert & Café, Denpasar

This study examines Mamata Dessert & Café's implementation of digital marketing strategies, with a focus on social media, within the structured framework of the SOSTAC model. In the competitive business landscape, effective marketing strategies are paramount for success. The SOSTAC model, encompassing Situation, Objectives, Strategy, Tactics, Action, and Control, guides the investigation. Through literature review, internal and external analyses, goal setting, strategy formulation, tactic design, action implementation, and performance evaluation, the study delves into Mamata Dessert & Café's digital marketing initiatives. Results indicate enhanced brand awareness, increased customer engagement, elevated sales, and expanded market share. The findings underscore the importance of adaptability, customer-centricity, and innovation in digital marketing to thrive in the dynamic business environment. This study highlights the pivotal role of digital marketing strategies in driving growth and competitiveness for companies in the digital age. the digital era

STRATEGY TO IMPROVE MSME PRODUCT BRANDING THROUGH DIGITAL MARKETING IN THE 5.0 ERA

There have been significant changes in economic life, business and trade in the era of Society 5.0. The presence of digital transformation in society has marked significant changes in business and trade activities. In order to survive and compete with many competitors, entrepreneurs need to implement HR development strategies to increase their competitiveness, one of which is by integrating their business with digital technology innovation. The aim of this research is to find out the right strategy to increase MSME product branding to increase the competitiveness of MSME product branding through digital marketing in the 5.0 era. This research uses a qualitative descriptive method, with data collection using the literature study method from various literature and relevant data related to the research topic. The research results show that the strategy for increasing MSME product branding that is needed to maximize the competitiveness of MSMEs in the 5.0 era is related to the ability to operate digital technology, as well as implementing creative and innovative marketing strategies through the use of digital technology, such as social media. media and websites to support MSME business activities and maximize their competitive advantages. Keywords: Strategy, Competitiveness, MSMEs, Human Resource Keywords: Strategy, Competitiveness, MSMEs, Human Resource

Hip hop entrepreneurship: the poetics of the Hip Hop Mogul

ABSTRACT Scholars of entrepreneurship, business, and economics have been reluctant to consider Hip Hop as a viable means for research and theory-building. Oddly enough, through the 1970s – a period that was generally characterized by stagnation and high unemployment – Hip Hop captivated audiences around the globe, creating innovative and diverse market opportunities for a host of different communities. The term ‘Hip Hop Mogul’ emerged to describe artists whose commercial viability appealed to varied sensibilities and disparate public spheres. Who are these Hip Hop Moguls? What are the interests of these Hip Hop Moguls? Drawing on lyrical content from a sample of Hip Hop Moguls (n = 15), we examine the discursive frameworks that make-up Moguldom, its politics, and its ways of being. Ultimately, our findings shed light on the different ways that marginalized communities negotiate antagonistic economic relations and disrupt traditional business paradigms.

PENGARUH MARKETING KNOWLEDGE MANAGEMENT TERHADAP BISNIS PERFORMANCE YANG DIMEDIASI OLEH PRODUK INNOVASI DAN DIGITAL MARKETING PADA PENGGUNA PRODUK CAMILLE BEAUTY

The purpose of this study was to analyze the effect of marketing knowledge management on business performance mediated by product innovation and digital marketing on users of camille beauty products. This research method is quantitative. The population in this study were students who used camille beauty products in Surakarta. The number of samples in this study were 95 respondents. The sampling technique can be classified as non-probability with purposive sampling. The data used in this research is primary data. The data collection method used in this research is by distributing questionnaires. The data analysis technique used in this research is descriptive analysis and Structural Equation Model (SEM) analysis with Smart Partial Least Square (PLS). The results of this study are that Marketing knowledge management has a significant positive effect on business performance. Marketing knowledge management has a significant positive effect on product innovation. Marketing knowledge management has a significant positive effect on digital marketing. Product innovation has a significant positive effect on business performance. Digital marketing has a significant positive effect on business performance. Marketing knowledge management influences business performance mediated by product innovation. Marketing knowledge management affects business performance mediated by digital marketing.
 
 Keywords: Marketing Knowledge Management, Business Performance, Product Innovation, Digital Marketing.

Pendampingan Peningkatan Human Capital Melalui Eksplorasi Dimensi Visual di Kampung Tridi, Malang

Tridi Village is a village located in Malang City, Indonesia, which is famous for the uniqueness and beauty of the 3D wall paintings that decorate the entire village. These paintings create an interesting visual atmosphere, reflecting local art, culture and traditions. Tridi Village has become a popular tourism destination that attracts tourists with its unique charm. Apart from the wall art, this village also has cultural heritage and local crafts which are an additional attraction. Increasing tourism attractiveness through innovative digital marketing strategies is expected to have a positive impact on economic growth and welfare of the people of Tridi Village. This research explores the application of creative thinking methods in developing digital marketing strategies to increase the tourism attractiveness of Kampung Tridi. Through brainstorming and mind mapping sessions, the people of Kampung Tridi are actively involved in generating innovative ideas related to the potential of tourism, arts and local culture. Brainstorming sessions create a collaborative space without critical boundaries, while mind mapping graphically visualizes the relationships between ideas. The result is an integrated digital marketing strategy, designed to increase tourist visits and empower the local economy. Implementation of this strategy requires active community involvement and full support from the local government.

Family Welfare Of Micro, Small And Medium Entrepreneurs (A Literature Study Review Of Economics)

Family welfare is the main priority in the nation's social welfare because the family is the smallest unit in society. The family has an important role in achieving national development goals, so family development is needed to create a prosperous family. The aim of the research is to provide empirical evidence of the influence of human capital, product innovation and online marketing on the welfare of micro, small and medium enterprise entrepreneurs. The research results show that human capital plays an important role in maintaining a business in the face of changing market situations. Product innovation carried out in an effort to increase the availability of various products can improve welfare. The use of digital marketing is becoming increasingly important for Micro, Small, dan Medium.

Transformasi Pemasaran Di Era Digital: Optimalisasi Landing Page Untuk Meningkatkan Brand Awareness Pada Jasa Pengepul Sampah-Karung Sampah

Business transformation in the digital era requires an innovative marketing approach. One way is by utilizing the potential of the internet and information technology. This research focuses on the important role of landing pages in designing online experiences for consumers. The theoretical basis involves the concept of marketing transformation, landing page optimization, and the importance of brand awareness for waste collection services. The methodology used adopts a qualitative approach with a case study in Karung Sampah. Data is collected through observation and analysis using third parties, namely Google Search Console and Google Analytics. It was found that responsive design, relevant content, and social media integration played an important role in the success of the campaign (brand awareness)

Does corporate social responsibility increase innovation? Evidence from France

The current paper examines how corporate social responsibility (CSR) through three dimensions (social, environmental and governance) could influence technological and non‐technological innovations. The study is conducted on a longitudinal dataset of firms listed on the SBF1201 index between 2005 and 2016. It shows significant associations between CSR performance, particularly social and governance performances, and technological innovations introducing new products. The implementation of new processes is positively and significantly associated with environmental performance. Findings highlight that the three CSR dimensions have significant effects on management innovations. However, they did not influence marketing innovations. Finally, undertaking socially responsible projects does not drive significant changes in R&D strategy, specifically R&D expenditures and the number of hired scientists and experts, but it increases significantly the number of patents.

Generation Z Purchasing Behavior Profile in the Digital Economy: Normative Analysis in Online Markets

This research aims to detail Generation Z's purchasing behavior in the online market. This research provides an in-depth view for e-commerce companies and marketers to develop more effective strategies in attracting and retaining Generation Z. This research method is normative descriptive research. The type of research used is exploratory research. Data collection techniques involve literature reviews from various journal sources and related literature. The data analyzed is secondary data and the data analysis method involves normative analysis to identify the differences between "das sollen" (should) and "das sein" (actual conditions) in the purchasing behavior of Generation Z in the digital economy. This research reveals that Generation Z has a high affinity for using smartphones when shopping online, indicating a dependence on mobile technology in the digital economy era. Generation Z is more active in shopping online compared to previous generations, indicating the important role of digital platforms in shopping behavior patterns. Continuous recommendations from this research emphasize the importance of continuous adaptation to technological changes and the dynamics of Generation Z consumer behavior. Businesses are expected to combine innovative marketing strategies with responsive shopping experiences to attract and retain Generation Z as loyal consumers.

Development of State Green Sukuk as Part of Creative and Innovative Financing in the Islamic Financing Market

Along with the continued issue of green and sustainable development, fundraisers for finance project green is increasing. Principle investments in Islamic finance are combined with a draft-friendly environment and sustainability. The instrument of innovative Islamic finance-based continuity, like Green Sukuk in Indonesia, offers potential and importance for supporting the development economy in line with the effort for protecting the environment. This study aims to know the development of green sovereign Sukuk as part of creative and innovative financial market financing Islamic development. The method used by the author is qualitative, with a review of the literature. Literature research is a way to find relevant references to problems that arise. Research results show that the issuance of green Sukuk is an effort to apply sustainability in Indonesia. Green Sukuk is significant in Indonesia because this is one of the countries with a level of vulnerability and frequent disasters. Tragedy in growing hydrometeorology increases consequence changes, and increasing climate increases consequence development sustainability, which is not noticed in the environment. The continuous neglect of the environment has led to climate change causing droughts and floods which have a detrimental economic impact.
 Keywords: Green Sukuk, Islamic financial market, development financing

Analysis of the Way Tea Color Opening up the National-Style Milk Tea Market from the Perspective of Marketing Strategy

With the prevalence of national style today, there are many local Chinese brands to take advantage of this torrent, production to create national style products and publicity and marketing, milk tea track competition is particularly fierce, in order to stand out in this red sea, become a strong competitor, the major milk tea brands need to quickly capture the current wave, the introduction of new and innovative marketing strategies to attract consumers. As the first fresh tea drink store in mainland China with the theme of Chinese style, TEA COLOR captures the blank positioning of the milk tea market and opens up the market of national style milk tea by using its own unique appearance, taste and concept as a marketing tool. This paper focuses on TEA COLOR's product positioning and marketing strategy by using economics, marketing research theories as well and qualitative research methods.

INOVASI DIGITAL MARKETING DALAM MENINGKATKAN MINAT BELI KONSUMEN PADA MARKETPLACE SHOPEE

This research was conducted in order to find out what digital marketing innovations can influence consumer buying interest in the shoope marketplace. Technological developments in today's world are growing very rapidly, making it easier for people to access and carry out the buying and selling process using digital media as a means of buying and selling. So that online buying and selling comes as a new innovation in the world of marketing and is the main choice for producers to promote products or services that will be marketed through online media on the marketplace. The buying and selling process in the marketplace, which is currently widely accessed and in demand by the public, one of which is the shoope application which is currently the most frequently visited by the public. Marketing through digital marketing on the shoope marketplace greatly facilitates the buying and selling process without having to meet directly with consumers. Business actors also make efforts to implement good strategies to influence consumer buying interest. Consumer buying interest in this study is influenced by the quality and uniqueness of the products being promoted, good service and product reviews will greatly affect the sale of marketed products In this study, researchers used qualitative methods that were delivered descriptively using relevant books, web, journals. Based on the research results obtained, there are many factors that can affect consumer buying interest in the shoope marketplace including using maximum application features, providing good service and interesting product reviews, always maintaining product quality and good marketing techniques have a positive influence and can affect consumer buying interest.

Post-pandemic collaborative destination marketing: Effectiveness and impact on different generational audiences

In a break from the traditional focus on destination image recovery in post-crisis scenarios, the COVID-19 pandemic required a different approach to collaborative destination marketing. This research aims to fill a gap in knowledge about the factors that drive post-pandemic collaborative destination marketing strategies, the objectives that are set, their effectiveness, and the different impacts on diverse age groups. Grounded in stakeholder and generational theories, this study examines an innovative collaborative marketing campaign for Spain in 2022. Spain's tourism rebounded swiftly that year, almost reaching pre-pandemic international visitor numbers. The campaign was collaboratively developed by TourSpain, the Spanish National Tourism Organisation (NTO), along with six regional and local Spanish Destination Marketing Organisations (DMOs), Expedia, and TripAdvisor. In-depth interviews were conducted with all stakeholder groups involved in the campaign, and this was complemented by focus groups with U.K. residents, grouped by generation. The findings revealed how the stakeholders reoriented their post-pandemic collaborative strategies to considering variables, such as customer journey stages and sociodemographic factors, to achieve branding and conversion objectives. The study also discovered that the campaign's effectiveness varied across different generational audiences. This research provides valuable insights for NTOs and DMOs in designing future post-crisis collaborative marketing initiatives.

Research on Demographic Segmentation and Marketing Strategies for Young PeopleBased on the Case Study of Coca-Cola

Coca-Cola has always been passionate about effectively reaching and engaging more customers. As one of the worlds largest producers of non-alcoholic drinks, Coca-Colas robust, innovative, and transformative demographic segmentation and marketing strategy are the primary factors that have contributed to the companys business success with young people and helped it grow sustainably across the globe and around the clock. Coca-Cola always keeps improving to meet the needs of everyone in the world. Although the demographic segmentation by age, affordability, and gender is already specific, clear, and direct, certain actions must be taken to address the new concerns of todays teenagers healthy lifestyle change and sugar-free tendency based on the marketing strategy of product, pricing, and promotion, including its vintage bottle, classic font, specialized logo, localized positioning, and social media. Coca-Cola should also make more efforts to create new solutions, for example, availability of sugar-free products, communication with customers, product placement, and package size reduction, to meet the rising challenges of the changing beliefs of youngsters globally.

Analisis Strategi Pemasaran Produk Hasil Pengecoran Aluminium PT. TS Putra 2 Yogyakarta

Industry has an important role in the economic growth of a region. The city of Yogyakarta is an example that shows the diversity of industry, especially on a small scale or home-based, such as PT. TS Putra 2 which focuses on aluminum casting. The aim of this research is to find out the right marketing strategy for PT. TS Putra 2. This research method is qualitative and quantitative based on location observations and interviews with company owners. Analysis uses the SWOT method and IFAS-EFAS method. The results of this research are the potential and opportunities to expand marketing reach and increase industrial profitability, which can be done through marketing innovation, direct sales, and utilization of marketing time. The conclusion of this research is that a marketing team is also needed to come up with marketing innovations for TS Putra 2 Cast Aluminum products.

Innovation Practices: Catalyst for SMEs Performance in Anambra State, Nigeria

Purpose: The shortfall of innovation practices among SMEs in Anambra State necessitated this study. The study aimed to investigate the influence of innovation practices on the performance of Small and Medium Scale Enterprises in the selected SMEs from different sectors in Anambra State.
 Methodology: Cross-sectional research design was adopted by the study. The population of the study consisted of 15 selected SMEs from different sectors totaling one thousand eight hundred and sixty (1860) management and workers of the selected SMEs in Anambra State. A sample size of 300 was determined using Krejcie and Morgan (1970) formula. For the purpose of this study, the primary source of data (questionnaire), which was subjected to both validity and reliability was utilized. Both descriptive and inferential statistics were adopted in data analysis and the hypotheses were tested at a 5% level of significance.
 Findings: The study revealed from the analysis that product innovation has a statistically positive relationship with customer satisfaction (r = .847; P-value < 0.05) and between process innovation and customer retention (r = .813; P-value < 0.05). Also revealed was technological innovation has a statistically significant influence on competitive advantage (r = .769; P-value < 0.05) and that marketing innovation has a statistically significant influence on brand awareness (r = .790; P-value < 0.05). It was concluded that innovation practices have a significant relationship with performance of SMEs.
 Unique Contribution to Theory, Practice and Policy: The study advocated that creative and quality on product innovations need to be maintained continuously to develop appropriate product continually and increase the customer satisfaction. SMEs need to be passionate about incorporating technological innovation qualities that will assist employee performance to delivers satisfaction to their customers through technological innovation that will keep attracting new customers and retaining customers through employee performance. Also, more investment need to be made in research and development to be able to innovate more and adopt more innovative strategies to improve their market innovation.