Marketing Management Practices Research Articles

What induces corporations to engage in controversial marketing and environmental practices? A linguistic perspective

PurposeLinguists classify the world’s languages into two types: futured and futureless. Futured languages (e.g. French) require speakers to grammatically mark future events, a construction that is optional in futureless languages such as German. This treatise examines whether the grammatical structure of the predominant language in a given country explains firms’ propensity to engage in controversial marketing and environmental management practices. This is expected to happen because a speaker’s future time perspective and temporal discounting vary depending on the type of language used.Design/methodology/approachThe sample period for this research was from 2001 to 2020. The sample of the study consists of 5,275 firms representing 47 countries. The sample is comprised of firms from 29 countries where the predominant language is a strong future time reference (FTR) language and 18 countries with a weak-FTR language. The maximum number of firm-country-year observations of the study was 39,956. This study employed multi-level mixed effects modelling as well as other relevant estimation techniques such as random effect panel regression, ordinary least square regression and two-stage least square regression.FindingsThis research empirically demonstrates that firms based in countries where the predominant language requires speakers to grammatically differentiate between the present and the future – known as strong-FTR or futured languages – engage more often in controversial marketing- and environment-related practices than those located in countries where the predominant language does not necessarily require grammatical differentiation between the present and the future (known as weak-FTR or futureless languages).Practical implicationsThe findings are important for managers of firms with foreign subsidiary operations: top management teams of such firms need to be aware that their foreign subsidiaries’ propensity to engage in controversial marketing and environmental management practices varies depending on the predominant language those subsidiaries use. Also, firms located in countries with weak-FTR languages need to be more rigorous in their selection process when considering forming a joint venture or acquiring a firm in countries with strong-FTR languages.Originality/valueThe current research enriches the burgeoning body of literature on the effect of language on corporate decision-making. It extends the body of knowledge on the impact of language structure on firms’ inclination to engage in controversial marketing and environmental management practices.

Service Marketing, Trust And Company Image On Satisfaction And It’s Impact On The Loyalty Of Umrah Pilgrims In Palembang

Umrah travel service industry in Palembang was long provided and dedicated to the community of Palembang. The provider of Umrah service hope all residents of Palembang to increase faith and piety to Allah. Based on the initial research result, it’s identified that there wewr several problems on customers with less-loyalty to the provider of umrah service industry.The purpose of this study is develop model of service marketing for umroh/pilgrim customers. We do analysis the effect of their loyalty on the satisfaction of the service provide for umrah customer whether it’s true or not.The research design used descriptive statistic to analyse topic of research on 20 umrah travel providers which have met the requirements. We have 200 respondents as population from 20 companies and taken 10 respondents respectively.The data was primarily collected from questionnaires that have been validated about its reliability. The analytical tools of this study is SEM with Lisrel Application. The end of this research concludes that the service marketing management practices, trust, company image, pilgrim satisfaction and pilgrim loyalty need to be improved. The outcomes of this research atates that causality analysis is used to present a) the loyalty of umroh pilgrims in Palembang is strongly influenced by consumer’s trust and company image; b) services marketing could not proven as direct variable, because of service marketing to have no effect on consumer satisfaction, consumer’s trust, corporate image and consumer’satisfaction that could be proven that the service marketing is influence by consumer loyalty

OPTIMALISASI PRAKTIK MANAJEMEN PEMASARAN MELALUI PEMANFAATAN TEKNOLOGI DIGITAL DI KALANGAN UMKM DESA PENUJAK, LOMBOK TENGAH

This community service aims to optimize marketing management practices among Micro, Small and Medium Enterprises (UMKM) in Penujak Village, Central Lombok, through the use of digital technology. Penujak Village as an area with growing economic potential needs support in facing increasingly fierce market competition. However, UMKM in this village often face challenges in implementing digital technology in their marketing practices due to limited resources and knowledge. This service will provide training and guidance on the use of digital technology in marketing strategies. Topics that will be raised include an introduction to digital technology in marketing management, digital-based marketing strategies for UMKM, data analysis to optimize marketing, and the importance of digital branding in differentiating businesses in a competitive market. In addition, this dedication will also discuss the use of social media in marketing practices, the need for data security and privacy in digital marketing, and how to measure digital marketing performance for future strategy adjustments. The results of this service are expected to provide new insights and skills for UMKM in Penujak Village, so that they can effectively utilize digital technology to increase business success and contribute to the village's overall economic growth.

High-potential human resources under the new economic conditions: issues of management in the place marketing system

The latest geopolitical events and the new economic reality have significantly altered the labour market and human resource management practices, highlighting “talent”, i. e. high-potential professionals, as a strategically important category. This work aims to form the concept of high-potential human resource management in the system of place marketing of the region (the Tyumen Region was taken as an example). In the “war for talents,” regions traditionally compete for youth and young families with children. Considering the two recent waves of relocation, migrants — former residents of the region who now live outside the region or country — should be considered as an important target group. The online survey, carried out for more than 100 ex-residents of the Tyumen Region, has revealed the prospects of their participation in the regional economy and built the basis of the brand platform of the Tyumen Region for this target audience. It is proposed to integrate such HR-marketing tools as EJM (Employee Journey Map), EX (Employee Experience), and ERM (Employee Relationship Management) into the management system for this segment.

Marketing Management in Order to Maintain Public Trust in Islamic Boarding Schools : A Narrative Study at Minhajut Thullab Islamic Boarding School (Manajemen Pemasaran dalam Rangka Menjaga Kepercayaan Masyarakat terhadap Pondok Pesantren : Studi Naratif di Pondok Pesantren Minhajut Thullab)

This article aims to analyze the marketing management practices of educational institutions at the Minhajut Thullab Islamic Boarding School, Andoolo Village, with 2 (two) main highlights, namely: 1) Islamic boarding school marketing management, and; 2) Islamic boarding school marketing strategy. This study uses a qualitative approach, with a narrative approach. Data collection techniques were carried out through interviews, observation and documentation. Data analysis through the process of data reduction, data presentation and drawing conclusions or data verification as well as data validity techniques through data triangulation (techniques, sources and time), extension of observations, and conducting Memberchecks. The results showed that: 1) Marketing management of educational institutions at Minhajut Thullab Islamic boarding school through the process of planning, organizing, directing and implementing processes, and monitoring processes 2) Strategies in marketing educational institutions at Minhajut Thullab Islamic boarding schools through visual media (brochures and billboards) , social media (Facebook, Instagram and Youtube) and through media lectures conducted by caregivers of Islamic boarding schools. This research suggests the need for Islamic boarding schools to design independent and digital-based marketing systems in accordance with the spirit of industry 4.0.Keywords: Marketing Management and Educational Institutions

Market Risk Management Practices of the Indian Banking Sector: An Empirical Study

The primary objective of this paper is to examine the market risk and liquidity risk management techniques and practices followed by the Indian scheduled commercial banks (SCB) consisting of public sector banks (PSBs) and private sector banks (PVSBs) for five years from 2016-17 to 2020-21. The other objective is to compare market and liquidity risk management practices between the public sector banks (PSBs) and private sector of banks (PVSBs). The other purpose of the study is to review the strategies adopted by the SCBs in risk management practices. To study the risk management practices, six largest banks each from PSBs and PVSBs are taken for sample study. This study finds that the SCBs are facing credit risk, market risk (Interest rate risk, foreign exchange risk, commodity price risk and equity price risk,) liquidity risk and operational risk. It also finds that the PSBs are better reporting and presenting their risk management practices in their annual reports than that of PVSBs in risk identification, risk assessment and risk analysis. The results indicate that there is no significant difference between the PVSBs and PSBs in the policies and practices of market risk and liquidity risk assessment, evaluation, monitoring risk controlling and risk taking. This paper will be relevant and value to those interested in research in the risk management banking industry. This is a descriptive research based on secondary data.

Preventive health care information and social media: a comparison of Baby Boomer and Generation X health care consumers

PurposeAs consumer health-care spending increases, so does the need for effective communication of preventive health-care information (PHCI) with the potential to prompt lifestyle changes. Through proactive, effective dissemination of PHCI, health-care service providers can minimize and prevent costly health conditions while improving the efficiency of a traditionally reactive health-care system. Taking into account the considerable time consumers spend on social media and networks (SM&N) and hefty health-care spending among Baby Boomer and Generation X consumers, this study aims to address critical questions concerning the importance of SM&N for gathering PHCI, SM&N preferences for gathering PHCI and the types of behavioral changes consumers have pursued in response to PHCI.Design/methodology/approachDesigned as a generational cohort analysis, this study is based on the responses of 936 Baby Boomer and Generation X respondents to a questionnaire containing 200 items related to PHCI and social/digital media as a vehicle for acquiring both general and preventive health information. Crosstab analysis was used to examine differences in the characteristics of the generational cohorts. Analysis of variance (ANOVA) was used to assess differences in the degree of importance Baby Boomer and Generation X health consumers assign to 28 SM&N sites as delivery systems of PHCI. The researchers used ANOVA to determine generational differences in behavioral changes associated with a healthier lifestyle as a result of exposure to PHCI.FindingsThere are significant differences in the characteristics of Baby Boomer and Generation X cohorts. Generation X health-care consumers assign greater importance to SM&N sites as PHCI delivery systems. Additionally, Generation X health-care consumers report greater behavioral change resulting from exposure to PHCI.Research limitations/implicationsNew information is provided concerning health-care consumer perceptions of SM&N as a source of PHCI and the behavioral changes consumers pursue as a result of PHCI exposure.Practical implicationsThis paper measures the effectiveness of interactive health-care marketing activities, explaining the role of SM&N as an effective source of PHCI and providing marketers with insights useful for PHCI content management and dissemination.Social implicationsEffective dissemination of PHCI via SM&N may help prevent illness among Baby Boomer and Generation X consumers and, accordingly, improve quality of life while easing the increasing pressure on the US health-care system.Originality/valueStudy results evidence the value of SM&N sites to health service providers as they endeavor to improve and extend consumer lives through dissemination of PHCI. Ideas and insights within this paper will inform and enhance social media marketing management practices within pharmaceutical and health-care organizations.

Export Linking Public Institutions of Higher Education (Business Schools), State Trade Agencies and Private Enterprise: A Model and Method for Scaling Global Trade

  In 2015, the Governor of the Commonwealth of Virginia, Mr. Terry McAuliffe, accepted the advice of  companies that were located in Virginia who said  they could use state support to export their goods and services. From this discussion, a the Virginia International Trade Alliance (VITAL) was created to help those companies expand and succeed in the international marketplace (see - https://augustafreepress.com/governor-mcauliffe-announces-creation-of-virginia-international-trade-alliance/ ) This initiative is now  managed by Virginia’s Department of Commerce  (through its economic development agency, known as the Virginia Economic Development Partnership - VCDP).   Over the last 5 years, in partnership with Virginia private businesses, the state’s Chamber of Commerce, and Virginia’s public institutions of higher education, the program has created public-private partnerships that benefit – 1)  large, medium and small companies (with strategic access to global markets), 2) public universities (particularly participating business schools that are educating the next generation of savvy international business managers), and 3) Virginia itself (with more tax revenues realized from enhance international trade, more jobs related to such trade, and more awareness of the Virginia “brand” around the world, as traded goods and services from Virginia become better known and appreciated).  In short, meaningful and well thought out public-private partnerships have led  to  “win-win” realities for all involved .  Virginia Commonwealth University School of Business (VCU-SB) has participated in this program (along with 9 other public Virginia universities) since the inception of VITAL, and to-date the VCU-SB has undertaken over 25 graduate business student VITAL projects (see - https://business.vcu.edu/centers-institutes-and-labs/center-for-international-business-advancement/ ).  Each project has focused on analyzing and selecting international markets for private Virginia companies, and advising them with respect to marketing strategies in promising global markets.  This has all taken place,  while also educating VCU-SB’s participating graduate students on the nuances of global market analysis, and strategies and management practices related to global business success. This conceptual paper represents an overview of how VITAL projects are selected, researched and completed.  The paper provides series of figures to highlight  the theory, practice and necessary steps related to VITAL’s success.  The paper concludes with a call for other states and other countries to create their own form of VITAL (in general, labeled Vibrant International Trade Alliances)  and to extend the underlying partnerships that this model represents to like-minded entities around the world.  The overall objective is  to develop a global network of public/private linkages to scale global trade even further.&nbsp

Innovation in educational marketing: a study applied to Brazilian private higher education institutions

ABSTRACT Educational marketing enabled higher education institutions (HEIs) to identify consumer needs and prepare actions to enhance their competitiveness. The educational field specificities are not considered and HEIs use the same business strategies, despite the importance of educational marketing. This is due to the lack of theories and models consistent with educational marketing and this study sought to understand educational marketing management practices focusing on innovation in Brazilian private HEIs. We performed a qualitative approach through multiple case studies by creating two instruments for interviews at various structure levels. We selected active HEIs in Brazil’s different regions, given the diversity of regional development that surrounds the country. We performed content analysis for each case study individually and subsequently all cases together in a comparative and integrated method. The results showed common points between conceptions and actions developed by marketing managers in the HEIs, investigating how management and innovation practices in educational marketing occur in Brazilian’s HEIs. This study permits replication of good practices in other HEIs; mainly assisting the ones with financial resource limitations in developing their marketing strategies.

MARKETING MANAGEMENT IN THE STATE OWNED ENTERPRISES OF MIZORAM

This paper analyses the marketing management practices and their implications for the SOEs in the state of Mizoram. The success and continuous growth of an enterprise depends heavily on marketing ability. Finance, operations, accounting and other business functions will not really matter if there isnt sufficient demand for products or services so the company can make profit. The five state-owned enterprises under study are incorporated as government companies with the objective of marketing a product or a service. They are, therefore, obligated to create customers and meet their needs satisfactorily. The objective is to analyze the marketing practices so as to find the reasons for failure and look for possible solutions.

ДЕТЕРМІНОВАНІСТЬ ВПЛИВУ ТУРИЗМУ НА РОЗВИТОК І УПРАВЛІННЯ ГОТЕЛЬНОЮ ІНФРАСТРУКТУРОЮ РЕГІОНУ В КРИЗОВИЙ ПЕРІОД

In a general sense, the hotel infrastructure is a component of tourism, and its quality forms and affects the level of service and integrated development of tourism and its products. The material basis of hotels and their network is clearly correlated with the determinism of the impact on tourist flows, the number of visitors to the regions, which generates new volumes and financial revenues to them. On the other hand, tourism and the tourism market account for a significant share of the economy of many countries, and one of the features of this business is the direct subordination and interdependence of tourism infrastructure (including hotel), travel agents and contractors, their impact on society, political conditions, features and trends in different time slices. At the same time, tourism today with the hotel infrastructure due to its unpopularity with tourists, is experiencing a significant crisis caused by the COVID-19 pandemic, which has a significant impact on the reduction of various indicators in the field of services, including tourism. This has led to job РОЗВИТОК ПРОДУКТИВНИХ СИЛ І РЕГ ІОНАЛЬНА ЕКОНОМІКА 10 Випуск І (81), 2021 closures, economic losses, downtime or the closure of a number of related companies and their counterparties, prompting urgent responses to the analysis of the travel services market and crisis management practices during and after. In the process of research used literature, analysis, synthesis, induction, deduction, analogy; specific scientific: factor analysis, statistical methods. The article considers the general impact of tourism on the state of hotel infrastructure in the period before and during the pandemic of 2020-2021, forecast data for their development in the near future in global and regional dimensions as the case of Chernivtsi region, offers generalized proposals for tourism and hotel business through crisis measures, identified promising players in the market of tourist and hotel services in the post-crisis period. The results of the research can be used by local governments to develop and substantiate long-term strategic plans for the organization, management and development of tourism business and hotel infrastructure of Chernivtsi region in crisis and post-crisis periods related to the COVID-19 pandemic. Theoretical and methodological and applied developments together with the obtained results can be used in similar studies for other regions in overcoming the crisis of tourism and hotel business caused by the pandemic COVID-19.

Marketing management practices in an emergency care department.

The aim of this case study was to identify effective marketing management strategies in the Emergency Care Department of a Romanian Emergency Hospital. An observational design study was conducted, and the instrument for collecting the data was the self-administered questionnaire. Out of 100 questionnaires completed, 74 proved to be valid. The statistical analysis was performed using the IBM SPSS Statistics software version 20 and Microsoft Office Excel 2013. Quantitative variables were described by means and standard deviations, whereas for the qualitative variables, frequencies and percentages were used. Most of the respondents were aged between 28 and 35 years (33.8%) and women (60.8%). The emergency room (ER) physicians identified the following factors as being important in becoming very good doctors: continuous specialization (81.1%), reading medical literature (78.4%), and getting involved in more complicated cases (78.4%). The ER physicians mentioned that most of their patients were satisfied with the medical information received (31.1%), properly understood the medical information received (18.9%), and 68.9% of the doctors considered that patients were showing them total respect. Although 40.5% of the ER physicians declared they were suffering from burnout, 25.7% felt satisfied and joyful in their daily activities. Today’s context triggered the need to integrate the concept of consumer value-driven care in the health care system, especially in the ER departments, by implementing the principles of efficient marketing management practices.

Computation analysis of Brand Experience Dimensions: Indian Online Food Delivery Platforms

Online Food Delivery Platforms (OFDPs) has witnessed phenomenal growth in the past few years, especially this year due to the COVID-19 pandemic. This Pandemic has forced many governments across the world to give momentum to OFD services and make their presence among the customers. The Presence of several multinational and national companies in this sector has enhanced the competition and companies are trying to adapt various marketing strategies and exploring the brand experience (BEX) dimension that helps in enhancing the brand equity (BE) of OFDPs. BEXs are critical for building brand loyalty (BL) and making companies profitable. Customers can experience different kinds of brand experiences through feeling, emotions, affection, behavior, and intellect. The present research work is taken up to analyze the factors affecting BEX and its impact on BL and BE of the OFDPs and analyze the mediating role of BL in the relationship between BEX and BE of the OFDPs in the Indian context. A survey of 457 Indian customers was carried out. A questionnaire was used for data collection and a mediation study was used to test hypothesized relationships. Our computational analysis reveals that BEX influences the BL and BE of OFDPs. The study further indicates that BL mediates the relationship between BEX and BE of OFDPs. The effective marketing and relationship management practices will help company to enhance BEX that will enable in enhancing BL and raising BE of their product. It therefore provides a more thorough analysis of BEX constructs and their consequences than previous research. Some of the managerial implication, limitations, and scope of future research are also presented in the study.

Prevalence and Incidence of Cassava (Manihot esculenta) Brown Leaf Spot Disease Caused By Cercospora heningsii in Macuata Province, Vanua Levu, Fiji

Cassava (Manihot esculenta) is one of the important root crops in tropical and subtropical countries. In Fiji, cassava is cultivated for both food and income. However, cassava is vulnerable to incidence of multiple diseases caused by different pathogens and fungus. In this particular study cassava brown leaf spot disease caused by Cercospora heningsii is investigated to determine its incidence and prevalence in three different villages in Vanua Levu (Mani Road, Boca, and Anuve). A Z (Zigzag) transect was employed to determine both prevalence and incidence. Percentage of disease prevalence and incidence are calculated using two separate equations. Results revealed its incidence in all three villages, where Anuve (42.9%) records the highest incidence, followed by Mani road (38.2%), and lowest in Boca (36.4%). Its prevalence is 100% in all three villages. Assessment of the Cercospora heningsii disease is fundamental to predicting crop yield as basis for smooth running of market, financial planning, and adequate management practices.

Critical Cultural Aspects of International Business Relationship Marketing Management Practices in East and South East Asian Region: Comprehensive Literature Review

Critical Cultural Aspects of International Business Relationship Marketing Management Practices in East and South East Asian Region: Comprehensive Literature Review

The Role of Marketing Capability, Operations Capability, Management Practices and Environmental Investment on Agro-Industrial Environmental Performance

This study aims to investigate the role of marketing capability, operations capability, management practices and environmental investment on the environmental performance of agro-industry companies. This research conducted a survey research on all employees of 120 agroindustry companies. The samples were selected with proportionate stratified random sampling based on management level of the companies. The data were compiled from questionnaires and field observations. After the validity and reliability test, a set of classical assumptions were undergone to determine the variable relations, along with the hypothesis testing with multiple linear regression, t test and F test. The results of this study indicate that marketing capability, operations capability, management practices, and environmental investments have effects on environmental performance.

Using Images of Eyes to Enhance Green Brand Purchase Intentions Through Green Brand Anthropomorphism Strategies: The Moderator Role of Facial Expression.

This study uses an experimental comparison to analyze the effects of anthropomorphic strategies that use images with eyes (vs. those without eyes) on consumers’ willingness to buy green products, as well as the mechanism of action. The study finds that concerning the anthropomorphic features of a product, anthropomorphic strategies containing images of eyes lead to more positive purchase intention for green products than those without images of eyes. Simultaneously, these green purchase intentions are mediated through the variable of green trust regardless of whether the anthropomorphic strategies feature eyes. Beyond this, the discussed effects are moderated when anthropomorphic strategies featuring different facial expressions are used. The findings of this study provide useful suggestions for green brand marketing strategies and management practices that use anthropomorphism.

Drivers of low-input farmers’ perceptions of sustainable ruminant farming practices in the Eastern Cape Province, South Africa

Resolution of the existing disconnect between experts and farmers’ insights on sustainable farming requires understanding of the key factors driving farmers’ perceptions on the concept. Interviews were conducted with 160 low-input farmers to evaluate the drivers of their perceptions of sustainable ruminant farming practices in Eastern Cape Province, South Africa. It was found that farmers had negative perceptions on rangeland, breeding, livestock security and marketing management practices and positive perceptions on socio-cultural, family health and education practices. The major factors that influenced farmers’ perceptions of sustainable ruminant farming practices include location, age, gender and employment status. Males farming full-time in peri-urban areas were more likely to perceive decreases (p ≤ 0.05) while the young farmers had greater probability to perceive increases (p ≤ 0.05) in ecologically related ruminant farming practices. Married, more educated males farming full-time in rural areas were more likely to perceive decreases (p ≤ 0.05) in economically related ruminant farming practices compared to their counterparts. Young males farming full-time had greater probability to perceive decreases (p ≤ 0.05), whereas rural farmers were more likely to perceive increases (p ≤ 0.05) in socially related ruminant farming practices. These key drivers of farmer’s perceptions could be used to develop context-specific indicators for sustainability assessment and synchronise experts and farmers insights on sustainable ruminant farming.

THE INFLUENCE OF CORPORATE CULTURE AND ITS ENVIRONMENT TO WARD THE ENTREPRENEURSHIP ORIENTATION AND MARKETING STRATEGY AND ITS IMPACT TO THE PERFORMANCE OF A COMPANY AT CIPUTRA GROUP

The growth of the property industry makes one of the companies engaged in the property sector such as Ciputra Group have many competitors that are starting to emerge. In this case, the strategy is very important for Ciputra Group, considering that sales in the first semester of 2015 decreased by 90 percent. This makes PT Ciputra Development Tbk implement a market expansion strategy especially the middle to lower segments. The Company also needs to concern the strategic marketing management practices to ensure that the strategies are suitable to be established within the organization.
 The purpose of this study is to prove and analyze the influence of the corporate culture and its environment toward the company performance by mediating entrepreneurial agreements and marketing strategies at Ciputra Group.
 This research based on the time of the observation, named crossectional study, and the type of the usefulness named explanatory study. The research was conducted at Ciputra Group Company in August till September 2018. The sample population was 148 subsidiary companies from PT Ciputra Development Tbk. The data analysis technique used Structural Equation Modeling (SEM) with AMOS V24 software.
 The result of the analysis provide a conclusion that the company's environment has a significant effect on entrepreneurship orientation and company’s performance, but it has no effect on marketing strategy. Corporate culture only has a significant effect on entrepreneurship orientation and marketing strategy, while there is no directly significant effect toward the company‘s performance. Furthermore, entrepreneurship orientation and marketing strategy have a significant effect to the company’s performance.

Impact of Financial Risk Management Practices on Financial Performance: Evidence from Commercial Banks in Botswana

The study examined the impact of financial risk management practices on the financial performance of commercial banks in Botswana. The study used Return on Asset and Return on Equity to measure financial performance. Inflation, Interest rates, total debt to total assets, total debt to total equity, total equity to total assets and loan deposit ratios were used as proxies for financial risk management. The research population was all the 10 commercial banks in Botswana and the study covered a period of 8 years from 2011 to 2018. This descriptive study sourced monthly secondary data from Bank of Botswana Financial Statistics database. Descriptive statistics, correlation and regression analyses were applied to analyze the data. The results from regression analysis showed that interest rates had a negative and significant impact on return on assets and on return on equity. On the other hand, total debt to total assets showed a negative and insignificant effect on return on assets. However, total debt to total assets, revealed a positive and insignificant effect on return on equity. The loan deposit ratio indicated a negative and significant impact on return on assets and on return on equity. Findings suggest that banks should strike a proper balance between financial risk management practices and financial performance by engaging in appropriate market, credit, and liquidity risk management practices that will ensure safety for their banks and yield positive profits.