Marketing Management Research Articles

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The article is dedicated to the Pós-Covid 19 new world of fashion. The article aims to investigate the Perceptions of customers through digital tools like e-commerce and e-marketplaces as a means of readapting customers to social life online and to provide recommendations for the new process of buying. References to customer adaptation using digital tools in the buying process have been analyzed. The results of a survey conducted by the authors of Pós-Covid-19 noted that digital learning tools can be beneficial to fashion. The study presented helpful information for luxury market managers to understand the usage of technology among customers. Appropriate support through mobile applications can contribute to the intention to continue using luxury social media and facilitate a long-term relationship between luxury brands and customers.

Redefining the “shape” of things to come – a case study on marketing a taboo product and averting a potential crisis

Research methodology The case is based on interviews in 2022 with the founder of Shape, Monoshita Ayruani, supplemented by classroom testing and secondary sources such as textbooks, journals, newspapers and other pertinent sources such as reports produced by marketing and consulting firms. Case overview/synopsis Shape is a private limited company operating in Bangladesh, a country in South Asia. Bangladesh is a fast-developing country where the people (the vast majority of whom are young) are practical and forward thinking, conservative, yet also generally tolerant. Its CEO is Monoshita Ayruani, who has had several years of experience in a PR and Marketing agency before starting Shape. It produces and sells “innerwear” or undergarments, which are their staple products, as well as clothing, bath products, sleepwear and various other products targeted at women. Starting off as an online business in 2019, it was about to find its footing in the market when the COVID-19 pandemic hit. The problem faced by Shape at the beginning was that digital marketing was not resulting in word of mouth for the product, as undergarments were considered too “taboo” to talk or share about with most people. The second problem faced was the sudden protests about Westernised clothing and culture in 2022, which may potentially threaten the company. Complexity academic level This case would be well suited for an undergraduate or graduate-level Marketing or Strategic Management course that exposes students to the challenges of promoting a new brand and marketing taboo products imported from abroad, in a largely conservative and culturally sensitive market, and preventing a potential crisis when protests break out. The case also touches on international supply chain problems, so may also be taught in an International Business course. The level of difficulty is intermediate as the problems are nuanced.

Mapping the Research Landscape of Chatbots, Conversational Agents, and Virtual Assistants in Business, Management, and Accounting: A Bibliometric Review

This bibliometric review aims to map the research landscape of chatbots, conversational agents, and virtual assistants in the business, management, and accounting of the subject area. The review begins by examining the growth of research in this area over time, revealing an increasing interest in the application of chatbots, conversational agents, and virtual assistants in business, management, and accounting contexts. This study aims to contribute to the field of chatbot research by conducting a bibliometric analysis of chatbot, conversational agent and virtual assistant papers available in the Scopus databases. A comprehensive analysis of 378 articles was performed utilizing the Bibliometrix software package. The keywords "Chatbot", "conversational agent" and “virtual assistant” emerged as the most frequently employed terms in the majority of publications. It explores the various domains within which these technologies have been studied, including customer service, marketing, human resources, and financial management.

Understanding Technological Orientation as a Predictor of Organization Performance: Evidence from State Corporations in the Energy Sector in Kenya

Kenya's energy sector plays an important facilitative role to other sectors of the economy and thus drives economic productivity and industrial growth. Statistical evidence shows that the key objectives of the energy sector, such as increasing electricity generation capacity, fostering access to services and information, promoting stakeholder satisfaction, and upgrading requisite technology, have not been accomplished in the recent couple of years. For this reason, this study examined the effect of technology orientation on the organization performance of government entities in Kenya's energy sector. The research was based on a resource-based view and a balanced scorecard. The research design was cross-sectional, including inferential and descriptive analysis. The study's target group included 11 Kenyan state corporations with 887 managers. A sample size of 285 respondents was chosen using a stratified random selection procedure. The respondents were managers in the fields of human resources, accounting, marketing, operations, corporate affairs, procurement, and supply chain management, as well as information and communication technology, administration, finance, and business strategy development. A structured questionnaire was used to acquire primary data. Quantitative data were analyzed and presented using figures and tables, as well as descriptive and inferential statistics. Tables and pie charts were used to convey quantitative data. The findings of the research revealed that technological orientation has a positive effect on the performance of state corporations in Kenya's energy sector. The findings of the study contribute to the body of knowledge, thereby validating the propositions of the resource-based view and dynamic capabilities theory. Further, the conclusion of this study forms an important basis for anchoring policy guidelines on strategic orientation practices that foster technological orientation and corresponding resource commitment for promoting communication, automation, technological change, and research and development with the object of optimizing organizational outcomes. Future researchers should execute replicative research in other sectors and industries to validate the findings of this study.

Battery Technology-Based Strategic Decisions of Electric Vehicle Firms-The Case of Tesla

Comprehensive support for the electric vehicle industry promotes the development of electrical energy, and R&D in battery technology drives the exploitation of new materials for the planet. Government-enterprise collaboration effectively improves the user experience to ameliorate global warming. This paper elaborates current development status of Tesla based on battery technology (Lithium-Ion Battery), and the latest battery technology (Lithium-Iron phosphate) R&D program. In particular, it reveals whether Tesla follows the theory of strategic market management, its specific strategic decision, sustainability impact on the market, and the trend of the electric vehicle industry.

Strategic planning process at Byju’s

Learning outcomes This case study is designed to enable students to formulate the strategic planning process in relation to an organization’s resources; assess the critical tasks required for the company’s business planning for growth and market expansion; and examine the importance of the value delivery process for the company, its customer and its employees. At the end of the case discussion, students will learn how to plan their business in an emerging market by using their existing resources, where the business stands at present and where it may go in the coming future. Case overview/synopsis The case study discusses how Byju’s, an Indian multinational educational technology company, revolutionized student learning programs through its innovative strategic implementation. It explores the company’s growth and expansion strategy by considering a strength, weakness, opportunity and threats analysis. It elaborates on how Byju’s acquired various companies in India and other countries to become an international technology-based educational brand with 150 million users in 2022. The case study also highlights the marketing and promotional strategy used by the company on online and offline platforms. The case study elaborates on the value delivery process and its importance for customer and employee satisfaction. Despite its success in the Indian market, Byju’s faced tough challenges in the US and European markets, such as lower-than-expected growth rates and lower subscription numbers, even though it followed the same strategy as in the Indian market. The acquisition and celebrity strategy works in emerging economies such as India but not in developed countries. The company’s return on investment was down owing to the high costs it had incurred over the years on market acquisitions and marketing promotions. The growing competition was also expected to bring more challenges for Byju’s. New players such as Tata Studi and YouTube planned to enter the market. Byju Raveendran and his management group had to decide whether to maintain or change the current market offering to reflect market developments to satisfy their customers and employees. They also had to determine whether the main components of the marketing strategy, such as the company’s ongoing value delivery process and ongoing strategy toward the target audience, partners and rivals, are advantageous to the firm or not. The team was in dilemma whether the marketing planning process was going in the right direction and how to make all elements of its businesses more efficient in dealing with the issues. Raveendran kept asking questions about to what extent it is still possible to alter the marketing plan. Complexity academic level The case study is appropriate for discussion in courses such as marketing management, service marketing and strategic marketing management, whether they are part of an undergraduate program (Bachelor of Business Administration [BBA]), a postgraduate program in business management (Master of Business Administration [MBA]) or an executive-level program (executive MBA). The breadth of business topics addressed and the intricacy of the scenario make this case study best suited to be used after the semester as either a culminating project or as a seminar discussion for undergraduates (BBA). The case study can also be discussed in the marketing management course (graduation level) under the marketing and service strategy chapters. Subject code CSS8: Marketing Supplementary material Teaching notes are available for educators only.

The habit of indiscriminate spitting in betel chewing

Betel nut consumption is a customary practice in Simalungun society and is frequently observed during typical and routine events. Nevertheless, there persists a group of individuals who are inclined towards crude expectoration behavior, depositing residual betel within various locations, including public domains such as markets. The focus of this investigation is to conduct an in-depth inquiry into the antecedents of such indiscriminate spitting tendencies exhibited among traders of betel nuts within the Saribudolok Traditional Market, located within the jurisdiction of the Simalungun Regency. This qualitative investigation utilized a phenomenological strategy. Seven informants were interviewed. These include betel nut sellers, visitors or purchasers, healthcare practitioners, and market managers. Observations were also made by the researchers throughout the data collection process. The triangulation technique was employed to verify all the data collected through the interviews and observations. Additionally, the researcher utilized a matrix to categorize the data based on the research objectives and questions. The data analysis followed the Miles and Huberman model, revealing that the practice of carelessly spitting betel residue among traders who consume betel is due to inadequate knowledge of healthy and hygienic living habits as well as unawareness of the dangers associated with spitting betel residue. The lack of education provided by health workers on the hazards of careless spitting and the consequent risk of disease transmission also contributes to this behavior.

Comparative Life Cycle Environmental Impact Assessment of Fruit and Vegetable Waste Valorization by Anaerobic Digestion as an Alternative in a Mediterranean Market

Landfilling and incineration are the most widely used methods for the management and treatment of fruit and vegetable waste (FVW) in Mediterranean markets, despite their potential environmental impact. A comparative life cycle assessment was conducted in this study to evaluate the environmental improvements from replacing the current landfill disposal method for FVW management and treatment in the wholesale market of Amman (Jordan) with an integrated anaerobic digestion process followed by composting. The proposed FVW treatment scenario is the best treatment option for all the assessed impact categories under the system expansion approach. Significant reductions in global warming and terrestrial ecotoxicity impacts categories would be achieved, reaching up to 322% and 352%, respectively, when compared to the current treatment scenario. Furthermore, the higher production of electrical energy (413%), as well as the production of co-products that would avoid the production of 100 kg/d of inorganic fertilizers, would contribute to such a low value of avoided impacts.

The energy industry's response to competitive intelligence in green marketing (case study of Qatar)

Competitive intelligence can be used as a catalyst to guide green marketing strategies as well as to create and maintain competitive advantage. The purpose of this article is to identify and rank the effective factors of competitive intelligence on green marketing and understand the effects of competitive intelligence components on green marketing components. This is a descriptive and applied research that was conducted on a case-by-case basis among the employees of 4 companies that are active in the field of energy industry in Qatar. The research tool is a questionnaire that confirmed the convergent and divergent validity of the two-stage structure. Analysis by PLS software showed that competitive intelligence has a positive effect on green marketing. Also, the ranking of the components was determined completely. The results of this research state that competitive intelligence as a strategic marketing management tool can modify their approaches to differentiate themselves from others and position themselves as industry leaders in sustainability. According to the study background, this research has an important contribution to the existing knowledge in terms of subject and geographical area and provides a suitable insight to the decision makers of this field.

Efficiency in Islamic Banks: Some Empirical Evidences in Indonesian Finance Market

Purpose: The aim of the present paper is to examine the revenue efficiency of the Indonesian Islamic banking sector. The study also seeks to investigate the potential internal (bank specific) and external (macroeconomic) determinants that influence the revenue efficiency of Indonesian domestic Islamic banks. Method/design/approach: We employ the whole gamut of domestic and foreign Islamic banks operating in the Indonesian Islamic banking sector during the period of 2009 to 2018. The level of revenue efficiency is computed by using the Data Envelopment Analysis (DEA) method. Furthermore, we employ a panel regression analysis framework based on the Ordinary Least Square (OLS) method to examine the potential determinants of revenue efficiency. The results indicate that the level of revenue efficiency of Indonesian domestic Islamic banks is lower compared to their foreign Islamic bank counterparts. Results and conclusion: We find that bank market power, liquidity, and management quality significantly influence the improvement in revenue efficiency of the Indonesian domestic Islamic banks during the period under study. Research implications: By calculating these efficiency concepts, we can observe the efficiency levels of the domestic and foreign Islamic banks. In addition, by comparing both cost and profit efficiency, we can identify the influence of the revenue efficiency on the banks’ profitability. Orinalitty/value: The preferred method allows us to distinguish between three different types of efficiency, namely cost, revenue, and profit efficiencies. Furthermore, we perform a series of parametric (t-test) and non-parametric (Mann- Whitney [Wilcoxon] and Kruskall-Wallis) tests to examine whether the domestic and foreign Islamic banks are drawn from the same population.

A study on the sustainable development of regional water resources-socio-economic-ecological environment-tourism industry: survey evidence from the Yellow River Basin, China

High-quality development of socio-economic, ecological environment, tourism industry and natural resources in the Yellow River Basin is a major strategic task for national development. High-quality development in the Yellow River Basin still has a lot of room for improvement, so it is important for the coupled and coordinated development of water resources-socio-economic-ecological environment-tourism industry in the Yellow River Basin region. In this study, we focus on the major strategic issues of high quality development in the Yellow River Basin in the context of the above-mentioned background and the current forms and policies of sustainable development in China, and conduct research on the theory and methods of assessing the sustainable development of regional water resources-socio-economic-ecological environment-tourism industry. However, by analyzing the existing research literature on sustainable development assessment, we find that most of them focus on a single area or two combinations of modal development studies, and focus on exploring micro-coupling mechanisms, so the generality of macro policy support is rather mediocre, which we fill this gap through this study. The study relies on an innovative macroscopic research perspective that draws pioneeringly on the quality function deployment (QFD) theory in the field of product quality management in marketing, which, it is worth stating, allows for a framework of research perspectives from a systematic and holistic perspective. In this framework, we will propose a G1-entropy value method for indicator importance (weight) assessment. It is worth stating that the G1 method used in this paper is different from the traditional G1 method in that we will introduce the identity information weights of experts to improve the reliability of the subjective assignment method. We will also construct an indicator system for studying the regional sustainable development issues in the Yellow River Basin on this basis, so as to complete the ranking and analysis of the nine provinces and the importance of indicators in the Yellow River Basin. This study will provide a comprehensive theoretical basis for Chinese government and related departments to formulate policies for the high-quality development of water resources, socio-economic, ecological environment and tourism industry in the Yellow River Basin, and also provide theoretical and empirical references for the analysis and assessment of similar international regional sustainability cases.

Airline Management and Customer Experience an Empirical Study from Indian Aviation Sector

In a consumer-driven industry, airlines fight for customers. This study investigates Airline Management and customer experience to attract and retain consumers. Aviation client satisfaction and trip are also assessed. Airlines must stand out with inventive management in a crowded market. Digital management, loyalty programs, pricing, and branding are airline strategies. Understanding how airlines employ these tactics to stand out in a crowded business is crucial to customer acquisition. Any airline's success hinges on customer pleasure. This research explores how airlines affect bookingto- disembarking, focusing on customer service, in-flight experiences, and ground services. It examines how smartphone apps, self-service kiosks, and in-flight entertainment improve passenger experiences. Aviation customer experience assessment is difficult. On-time performance, cabin comfort, and service quality impact consumer happiness and loyalty, according to this study. It stresses data-driven decision-making and tailored service to customize user experiences. Airlines can enhance management and passenger experience using this study. In a competitive industry with fast technological change, airlines must understand management and customer experience. Airline management and customer experience are the focus of this study report. This study studies customer retention and the passenger journey to understand the airline industry's dynamic and customer-centric nature.

THE EFFECT OF INSTITUTIONAL ENVIRONMENT TOWARD ENTREPRENEURIAL MARKETING AND ITS IMPACT ON CULINARY SMES' PERFORMANCE

SMEs necessitate effective marketing approaches and strategies to augment their marketing performance. Entrepreneurial marketing functions as an alternative to appropriate marketing management in order to portray the current state of SMEs. The aim of this investigation is to scrutinize the influence of the institutional environment on marketing performance, with entrepreneurial marketing serving as a mediating factor. Scholars executed a descriptive-causal examination, accumulating data from 100 participants who were selected from a pool of 5,830 SMEs in Palu City, Indonesia. The process of data collection was conducted through online and offline methods, employing questionnaires and Google Forms. Subsequently, the gathered data was assessed employing the Smart-PLS software and a structural equation model. The discoveries divulge that all hypotheses, encompassing both direct and indirect impacts, were accepted, apart from the association between the institutional environment and marketing performance, which was refuted. This study emphasizes the pivotal role of the institutional environment in shaping the circumstances of entrepreneurial marketing and amplifying the marketing performance of SMEs.

Integrating hydro and wind resources for effective congestion management in a hybrid electricity market

Congestion management in deregulated electricity systems threatens system security and reliability. Integration of renewable energy sources, unpredictable wind power, load demand, and the requirement for quickly deployable reserves make congestion management more difficult. While deciding the dispatch of the generating units, many factors have to be considered for the economic, secure, and reliable operation of the power system. This study presents a congestion management strategy that has been developed specifically for hybrid power systems. Within a pool and bilateral power supply market structure, it introduces a generator rescheduling-based congestion management technique. Ensuring safe bilateral transactions between these companies is crucial. Renewable sources affect congestion management dynamics, according to the research. The optimization issue includes operational limitations for scenarios with and without renewable source units. Monte Carlo simulation (MCS) was used to sample hourly wind speed from the Weibull PDF wind model. GAMS CONOPT solver used the model. General Algebraic Modeling System (GAMS)-MATLAB interface imported the model into MATLAB to extract the response. The best combination of renewable sources is 2 hydro + 1 wind unit as savings of congestion cost are $1403.6/h and $1855.18/h in case 1 (3-line congestion) and case 2 (2-line congestion), respectively. Results were accomplished by updating the IEEE-24 bus reliability test system with hydro and wind generators.

Determining Marketing and Communication Dimensions of Healthcare Providers in Hungary

Abstract While the actors of the developed world are deeply concerned with the complex interpretation of health, studying the path leading to that is a less investigated area, although, among the global Sustainable Development Goals (SDGs), a prominent role is given to the complex experience of health and its quality improvement. Regarding the V4 countries, many indicators of health need to be improved, while the quality of online marketing and communication, as well as the social media activities of private healthcare providers, largely determines the intensity and efficiency of using the service they provide. The focus of the online survey, with the involvement of almost 2,000 respondents, was to assess whether the marketing activities of healthcare services and their activities on social media platforms meet the expectations of Hungarian female consumers. Due to the results, social media platforms proved to be extremely critical, although older respondents trust advertisements about marketing services less. In the selection of service providers, patients base their decisions to a decisive extent on the expressions of the community of acquaintances, which assumes the management of a multi-level marketing, and communication tool park, and the emphatic and controlled education of brand ambassadors.

Examining the Market Potential and Feasiblity of Chipotle Mexican Grill in the Chinese Market

Many U.S. quick-service restaurant chains have expanded their business into the Chinese market, The development in the fast food industry has provided people with a more conventional diet. However, people start to prefer a more healthy diet as the awareness and recognition of personal health rises in recent years. This research focuses on Chipotle Mexican Grills business potential to develop in the Chinese market and how to incorporate its business with several Chinese e-commerce platforms. The research has looked through literature reviews in the field of marketing strategies and management, global restaurant chains, healthy diets, and the Chinese market. The qualitative research design has helped the research to collect deeper insight from Chipotles American market and then employ it to the Chinese market. The results of the research recommended Chipotle enter the Chinese market as a direct sale store, allowing better control over service and quality. The results of the research indicated a good opportunity for Chipotle to collaborate with the Chinese e-commerce platform to make more profitability and more brand recognition. The results of the research also showed great feasibility for Chipotle to enter the Chinese market since there are enormous potential customers in the marketplace.

Use of Trade Receivables and Payables Analysis in the Decision-Making Process

Under the current conditions of the global market economy, effective analysis and management of trade receivables and debts requires strategies aimed at improving results. Monitoring of trade receivables and payables therefore requires increased attention in order to avoid excessive growth in receivables and payables, which would increase the risk of bankruptcy. Thus, the entity’s management must have reliable and relevant information on the economic and financial situation in order to keep the entity’s receivables and payables at an optimal level. This research emphasises the importance of analysing trade receivables and payables and the need for their proper management to improve the entity’s financial position and performance. The methodological approach of the paper involves the use of methodological and statistical-mathematical tools characteristic of the social sciences.

ІНФРАСТРУКТУРНА ПІДТРИМКА УКРАЇНСЬКОГО РИНКУ ПРАЦІ

The article is devoted to the study of the elements of the Ukrainian labor market infrastructure and their role in the context of modern challenges. The relevance of the study is stipulated by the need to understand and support the effective functioning of the labor market in the face of change and instability. The purpose of the article is to develop recommendations aimed at infrastructural support of the labor market as an important condition for adapting to modern challenges, ensuring effective interaction between employers and employees, and developing the Ukrainian labor market in a complex socio-economic context. To achieve this goal, the study solved a number of tasks: defined the concept of "labor market infrastructure", elements of labor market infrastructure and their role in the functioning of the labor market; analyzed the current state of the Ukrainian labor market and negative trends in it; developed recommendations for infrastructure support of the labor market aimed at overcoming them. The study used general scientific methods of cognition: induction and deduction, analysis and synthesis, association and analogy. The study found that a number of negative trends have emerged in the modern labor market, including a shortage of qualified personnel, a mismatch between the geographical location of jobs and labor, the spread of informal employment, and the inappropriate replacement of men by women in certain industries. Overcoming these challenges requires comprehensive infrastructure support for the labor market. This support should include improving vocational education, continuing the reform of employment services, cooperation between employers, government agencies and educational institutions, adapting legislation to labor market dynamics, and integrating innovations into various sectors of the economy to create new employment opportunities. Encouraging flexible forms of employment, such as remote work and freelancing, is crucial. In addition, creating equal conditions for all workers, regardless of gender, age or social status, is imperative to promote the development of a modern labor market. The practical significance of the study lies in the possibility of using its results to develop and implement effective labor market management strategies.

A model of the strategic potential of an enterprise as an object of strategic marketing

Subject. The formation of enterprise’s strategic potential requires a scientific justification of its content due to the complexity of this category. At the same time, multiple approaches in determining the essence, structure of enterprise's potential, and ways of its mathematical formalization do not provide a sufficiently legitimate semantic and mathematical interpretation of the enterprise's potential model as an object of strategic marketing. Objectives. The study aims to develop a hierarchical model of enterprise’s potential, based on the definition of the object of strategic marketing in the implementation of the marketing concept of advanced development. This will form an effective strategy for enterprise development under conditions of permanent development of the market environment. Methods. The study rests on the theory of marketing and strategic management. Research methods include qualitative and functional analysis of economic categories. Results. The paper underpins the use of the category of enterprise’s strategic potential as an object of strategic marketing management. We applied a functional approach to build a hierarchical structure of strategic potential. The hierarchical model has three levels: main functional tasks (production and marketing), applied local potentials (technical, innovative, organizational, and investment), and resource potential. Conclusions. The model of enterprise’s strategic potential is essential for successful implementation of the management function of strategic marketing within the concept of marketing of advanced development, to build the strategic potential of the enterprise. Defining an interaction of local potentials of the enterprise will enable to accurately determine the object and type of managerial impact, as well as the targets of strategic development.

Understanding employer branding within MNC subsidiaries: Evidence from MNC hotel subsidiaries in Indonesia

Employer branding is an important process in marketing to ensure the smooth delivery of branding strategies. Nevertheless, research focusing on the process of employer branding within international subsidiaries is scant. Thus, this research explores the process of developing employer branding for international subsidiaries to suit the multinational company (MNC) hotels' branding strategies. In particular, the current study examines the critical factors that could support and forestall employer branding within MNC hotel subsidiaries in Indonesia. Using a qualitative approach, semi-structured interviews were conducted with three different actors (i.e., expatriate manager, local manager, and regional executives). The results reveal that the company employer branding process is being influenced by several factors that exist only in the country of the MNC hotel subsidiaries. This study is important to explain the contextual factors of stakeholder preferences in the management of internal marketing within international MNC subsidiaries.