Market Innovation Research Articles

Innovative Marketing Strategies for the Transformation of Islamic Education

This research aims to explore the integration of technology into the curriculum and the implementation of digital marketing strategies within Islamic educational institutions. This study stems from the need to adapt educational practices to the rapidly changing technological landscape and to enhance the visibility and appeal of these institutions through modern marketing approaches. Employing a qualitative research design with a case study approach, this study seeks to understand the transformation processes occurring within a specific Islamic school. Data were collected through observation, interviews, and documentation. The data analysis was conducted using interactive model, which involves data reduction, data display, and conclusion drawing. The findings reveal the integration of technology into the curriculum has significantly increased student engagement and learning effectiveness through the use of e-learning platforms and mobile applications. The adoption of digital technologies has enriched learning resources and supported contemporary teaching methods that align with current educational needs. The study also evaluates the effectiveness of the marketing strategies employed, providing insights into their impact on the institution's outreach and growth. The findings are expected to contribute to the understanding of how Islamic educational institutions can successfully combine technology and digital marketing to improve educational outcomes and institutional visibility in a competitive environment.

A STUDY ON CONSUMER BEHAVIOUR THROUGH ADVANCED MARKETING TOOLS

The article is devoted to the study of consumer behavior using modern marketing tools. The author proves that in today's dynamic digital world, where competition is fierce and market trends are constantly changing, it is crucial for business survival to have a comprehensive understanding of consumer behavior and be able to effectively manage it. This is due to fierce competition and constant changes in market trends. The purpose of this article is to substantiate the peculiarities of researching consumer behavior using modern marketing tools. This study explores the complex relationship between the use of innovative marketing strategies in the digital sphere and the regulation of consumer behavior. In an attempt to find out how businesses can effectively overcome the obstacles associated with the digital ecosystem, the research article uses both empirical data and theoretical foundations. Using the results of surveys, the author identifies the main marketing tools. The research results suggest that modern marketing tools have a significant impact on managing consumer behavior in the digital age.

The Role of AI in Enhancing Marketing Communication: Implications for Policy and Development in Indonesian Higher Education

This research delves into the transformative impact of Artificial Intelligence (AI) on marketing communication within the Indonesian higher education sector. By adopting advanced AI technologies like machine learning algorithms, universities aim to enhance customer engagement, understand student behavior, and personalize marketing strategies. The study combines quantitative data, showcasing the extent of AI adoption and its outcomes, with qualitative insights to highlight the effectiveness of AI in improving key marketing metrics. Post-AI integration, there were significant increases in student inquiries, application rates, and enrollment numbers, underscoring the tangible benefits of AI-driven marketing strategies. The findings emphasize the strategic shift towards data-driven decision-making and personalized engagement, positioning Indonesian universities at the forefront of innovative marketing practices. This research contributes valuable insights for academia, industry practitioners, and policymakers looking to leverage AI for strategic marketing initiatives in higher education.

Marketing Innovations in Enhancing the Sustainability of the Creative Market in Metro City

This research examines the role of marketing innovation in enhancing the sustainability of the creative market in the digital era. Through a systematic literature review, this study aims to identify current trends, best practices, and challenges in implementing innovative marketing strategies in the creative industry. The analysis covers various aspects of marketing innovation, including digital technology adoption, value-based strategies, consumer collaboration, and integration of online-offline experiences. Research findings indicate that digital transformation has become a primary driver of marketing innovation, with the utilization of artificial intelligence, virtual reality, and blockchain opening new opportunities for personalization and creativity in marketing. A significant shift towards value-based and sustainable marketing strategies is identified as a response to consumer demands for ethical and sustainable products and services. Collaboration and co-creation with consumers emerge as effective approaches to enhance product relevance and build customer loyalty. Adaptability and flexibility of marketing strategies prove crucial in facing rapidly changing market dynamics. Seamless integration between online and offline marketing is found to be key in creating holistic customer experiences. This study concludes that marketing innovation plays a vital role in enhancing the competitiveness and sustainability of the creative industry. Recommendations include investing in digital capabilities, developing value-based strategies, strengthening consumer collaboration, increasing organizational flexibility, and optimizing the integration of online-offline strategies. The implications of this research are relevant for creative industry practitioners, policymakers, and researchers in the fields of marketing and creative industries.

Digitalisasi Umkm dalam Inovasi Pemasaran Produk dan Pembayaran Digital pada Pelaku Industri Rumahan di Desa Kronjo Kabupaten Tangerang Provinsi Banten

The home industry business actors in Kronjo Village boast a diverse range of high quality products, including processed fishery products and processed products derived from mangrove forests. Despite the abundance of these products, a significant number of individuals, both local and domestic, remain unaware of them. The market has not yet fully embraced these products, and occasionally, there are challenges when it comes to providing refunds to consumers during manual transactions. This community service initiative aims to impart comprehensive information to MSME industry participants on marketing innovations and digital payments within their respective enterprises. The provision of training is expected to enhance the ability of home industry players to promote their products and effectively use digital payment systems for transaction facilitation. Consequently, this activity enables participants in the home industry to enhance their revenue and understand that payments can be conducted digitally, specifically through QRIS or unique payment codes, rather than just in cash or transfers between banks.

A novel approach to enterprise technical collaboration: Recommending R&D partners through technological similarity and complementarity

Choosing the right partner is a key factor in the success of enterprise R&D cooperation, directly affecting innovation outcomes and market competitiveness. Technical similarity provides a common language and foundational understanding between enterprises, while technical complementarity offers opportunities for knowledge exchange and innovation. However, no previous research has effectively integrated these two features within a collaborator recommendation framework. This study aims to explore a method that combines technological similarity and complementarity for collaborator recommendations. We introduced the Technological Similarity and Complementarity Enhanced Collaborator Recommendation (TSCE-CR) model, which constructs a heterogeneous corporate collaboration network and designs a tailored loss function. This model effectively integrates features of technological similarity and complementarity, enabling the neural network to capture and elucidate the nonlinear and multidimensional relationships in corporate collaborations. Experimental validation on patent data in the field of artificial intelligence demonstrated that our TSCE-CR model excels in identifying potential collaborators, effectively confirming the critical role of technological complementarity in R&D collaboration. This research provides a flexible framework for future studies on collaborator recommendations and offers reliable decision-making support for enterprises in selecting R&D partners.

Understanding private consultants’ involvement in technology transfer – a case study

PurposeIn the realm of innovation systems and technology transfer (TT), the emergence of open innovation and complex market dynamics has amplified innovation intermediaries’ prominence of their role and involvement in TT projects. This study delves into private consultants’ involvement in TT projects, namely in what got them involved by the project’s key stakeholders.Design/methodology/approachAn iterative two-phased research approach was followed, including exploratory interviews and a quantitative case study of a consultancy firm engaged in 219 TT projects.FindingsFive main key motivators were found to lead TT stakeholders to involve private consultants in their TT projects, being the most relevant, the proactivity of private consultants.Originality/valueThe case study and results provide an alternative perspective of TT endeavours, emphasising the importance given by TT stakeholders (mostly recipient companies) to private consultants’ involvement as innovation intermediaries.

Artificial intelligence and marketing innovation: The mediating role of organizational culture

The rapid advancement of artificial intelligence (AI) is transforming the e-commerce landscape, prompting businesses to adopt innovative marketing strategies. This study investigates the relationship between AI applications and marketing innovation in Egyptian e-commerce retailers, with a focus on the mediating role of organizational culture. The research employed a quantitative approach, utilizing a survey to gather data from 260 Egyptian e-retail store owners, managers, and marketers. The findings reveal a significant positive correlation between AI applications and marketing innovation, with organizational culture playing a crucial mediating role. The correlation coefficient (R) between AI and organizational culture was found to be 0.76, indicating that AI explains 57% of the variance in organizational culture. Similarly, the correlation coefficient (R) between AI and marketing innovation was 0.70, suggesting that AI explains 49% of the variance in marketing innovation. Path analysis further demonstrated a significant indirect effect of AI on marketing innovation through organizational culture. The study concludes that the integration of AI into marketing strategies can substantially enhance innovation, particularly when complemented by a supportive organizational culture. It underscores the importance for e-commerce retailers to invest in AI technologies and cultivate a culture that embraces technological advancements to drive marketing innovation and achieve sustainable competitive advantage. AcknowledgmentThe authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

The Way of Tea Drinking Survival in the Internet Era----- Taking Heytea as an Example

The Internet model has promoted the development of commerce, not only the traditional retail industry has been developed, and the catering industry such as milk tea and coffee shops is booming. As the first generation to open the online operation model, although the Internet + model has begun to take shape, there are still gaps in the relevant tea drinking culture. Based on the literature research method and case analysis method, this paper analyzes the existing marketing model of Heytea and proposes relevant improvement policies, with the purpose of widening the gap with other related tea brands and improving the core competitiveness of its products. As the earliest generation of beverage stores to enter the Internet + model, Heytea has rich experience in marketing planning, online and offline marketing activities. This paper analyzes the marketing based on the Internet + model through researching the brand cross-border co-branding and innovative marketing activities of Heytea.

Research on Marketing and Innovation Strategies of HEYTEA in the Overseas Market

Chinese tea culture has a long history, and on this basis, many Chinese merchants have made great achievements in product research and development and innovation. Nowadays, milk tea, a low-consumption drink, is popular all over the world. Among them, HEYTEA stands out, is well received by young groups in the Chinese market, and attracts a wide range of other consumer groups, HEYTEA has not only achieved great success in marketing, but its unique product positioning and innovative marketing strategy have also attracted many consumers.With the intensification of market competition and the trend of consumption upgrading in China, HEYTEA needs to explore new growth points. Therefore, the overseas market has become an important direction for HEYTEA’s development. This study aims to analyze HEYTEA’s marketing and innovation strategies to enter the overseas market and discusses HEYTEA’s corporate strategy. In the process, it analyzes different marketing and innovation strategies of HEYTEA in the overseas market by using macro-environment analysis tools, market segmentation, and other methods.This study also draws on the store experience of Starbucks and Blue Bottle to predict and determine HEYTEA ‘s development strategy and prospects in overseas markets, providing reference for other tea brands.

Case study on retail investors: Technological innovation and stock market dynamics

The emergence of sophisticated trading platforms, mobile applications, and algorithmic trading systems has triggered a transformation in how retail investors engage in stock market investment. This case explores the primary determinants influencing retail investors' adoption of technology-driven trading platforms. It looks at elements including accessibility, convenience, and the availability of real-time market data. Further, this case discusses the impact that online investment communities and social media platforms have on the formation of retail investors' investment decisions. The case study additionally addresses algorithmic trading, high-frequency trading, and market manipulation, as well as ethical concerns associated with the application of technology in stock market trading. In addition, the function of regulatory bodies in accommodating the swift progression of technological innovation to safeguard investors' interests and maintain market integrity is scrutinised. The study offers useful information on prospective trends and obstacles in technology-driven stock market trading for retail investors by examining scholarly literature and industry reports. This underscores the importance for investors to maintain a state of alertness to minimise potential hazards linked to their dependence on technological advances while simultaneously leveraging the prospects offered by developments in trading technology.

Pendampingan dan Pelatihan Pemasaran Digital pada UMKM Roti Desa Rengas Sumatera Selatan

Marketing strategies are needed to increase sales of bakery products. Labeling and packaging capabilities, as well as the use of innovative marketing methods, are still lacking among MSME Partners. The team is trying to increase the potential of MSME products with digital marketing training and food variants. The activity method is in the form of assisting students and teams in the 61st Muhammadiyah University of Palembang Real Work Lecture (KKN) program in Rengas I Village. This program includes identifying needs, planning, implementing and using various innovation materials as well as the Instagram and Facebook platforms. This activity takes the form of assistance from February to April 2024. Various variations of flavors and bread toppings are produced, then pictures and videos have been posted on digital marketing on Instagram and Facebook. The conclusion shows that support for MSMEs has a positive impact on the production of various types of bread. It is necessary to find out more about other social media platforms, such as TikTok and Twitter, in order to understand more efficient digital marketing strategies related to consumer behavior and preferences.

Green innovation as a strategic imperative for sustainable business performance: Evidence from Malaysian industries during the COVID-19 pandemic

This study explores how green innovations in organization, process, and marketing have impacted the environmental, social, and financial performance of major Malaysian industries during the COVID-19 pandemic. Based on the resource-based view, the research delves into how these green innovations help companies gain a competitive edge and achieve success. By examining data from 93 companies, the study finds that green organizational innovations significantly boost both environmental and social performance, while green process innovations mainly enhance social performance. Green marketing innovations indirectly improve environmental and social performance by positively influencing organizational and process innovations. Importantly, the study uncovers a strong positive link between environmental and financial performance, indicating that being environmentally responsible can also be financially rewarding. These findings provide valuable insights for policymakers and business leaders, underscoring the importance of promoting green innovation to achieve sustainable business practices and protect the environment, especially during times of global disruption.

From Salon to Home: The Professional Journey and Challenges of Beauticians

The practice of beauticians providing home services has grown significantly, driven by consumer demand for convenience and personalized care. This study explores the professional experiences of beauticians delivering home services, emphasizing factors such as career duration, continuous training, effective time management, and the diverse challenges encountered. Using descriptive phenomenology, the research delves into the lived experiences of beauticians, revealing that extensive career length, ongoing professional development, and efficient time management are critical to service quality and client satisfaction. However, challenges such as inconsistent product availability, transportation issues, and maintaining sanitation standards in varied home environments complicate service delivery. The study also highlights the importance of innovative marketing strategies, including the use of social media and client referrals, to expand the client base and ensure business growth. Findings suggest that beauticians must navigate logistical complexities and develop robust problem-solving skills to succeed. The study underscores the need for continuous skill enhancement and strategic marketing to maintain competitiveness in the evolving beauty industry. By understanding these professional experiences, the research provides insights that can inform practice, policy, and future research, ultimately benefiting both service providers and clients in the beauty industry.

Analysis Of Marketing Innovation Using The Digital Marketing Canvas For UMKM Albaby Official

Innovation in a business is an important key to remaining competitive and improving the quality of products, services and marketing. So it can increase customer awareness and satisfaction and increase revenue. The aim of this research is to find out the description and formulation of Marketing Innovation using the Digital Marketing Canvas approach at Albaby Official MSMEs. The object of the research is an MSME that operates in the fashion sector, especially baby shoes. Located in Dramaga, Bogor Regency. Using a qualitative case study approach. This study focuses on understanding the problems faced by MSMEs regarding digital adoption and the innovations they implement. Using primary data through observation, semi-structured interviews with MSME owners and secondary data including MSME sales data. Alleged interim results : MSME Albaby Official is experiencing problems with products and marketing, the core problem is in marketing because MSME Albaby Official only uses the Shopee platform to market its products. It is hoped that by implementing marketing innovations in its business, MSME Albaby Official can increase brand awareness and increase revenue. The results of this research confirm that the application of the Digital Marketing Canvas has helped MSMEs in developing effective marketing strategies and adapting themselves to rapidly changing market dynamics.

Competitive Strategies and Market Positions of Global Automotive Giants: Toyota, Tesla, and BMW

This article analyzes the competitive strategies and market positions of three global automotive giants—Toyota, Tesla, and BMW. Using Porter’s Five Forces Model, it delves into the strategies these companies employ in brand development, product innovation, and global market expansion. BMW maintains its competitiveness in the luxury car market through strong brand equity and premium positioning. Toyota achieves economies of scale and a robust global presence through operational efficiency and broad market appeal. Tesla leverages its innovative capabilities and early mover advantage in the electric vehicle (EV) market to solidify its market position. Additionally, the article explores how each company addresses buyer bargaining power, supplier bargaining power, threat of substitutes, and threat of new entrants.

Entrepreneurial Process: A Case Study of Mithila Thali Restaurant by Chef Santosh Shah

This case study explores the entrepreneurial process behind the establishment and growth of Mithila Thali Restaurant, a culinary venture founded by renowned Chef Santosh Shah. Located in the heart of Nepal, Mithila Thali Restaurant has gained significant recognition for its authentic Mithila cuisine, a traditional food heritage from the Mithila region. The study examines the critical stages of the entrepreneurial journey, including opportunity recognition, business planning, resource mobilization, and strategic execution. Through in-depth interviews with Chef Santosh Shah and key stakeholders, along with a comprehensive analysis of business records and market data, the research highlights the challenges and successes encountered during the restaurant's development. Key findings reveal how Chef Shah leveraged his culinary expertise, cultural heritage, and innovative marketing strategies to create a unique dining experience that appeals to both local and international customers. This case study contributes to the broader understanding of entrepreneurial dynamics in the hospitality industry and provides practical insights for aspiring entrepreneurs aiming to navigate the complexities of starting and sustaining a successful restaurant business.

Modern development trends of marketing technologies in Ukraine

Introduction. The modern stage of the development of the Ukrainian economy requires a constant search for the latest business tools and technologies. Technologies for promoting products and services to the market are gaining special relevance. Marketing activity requires creativity, new ideas and new innovative technologies. The purpose of the paper is to analyze modern marketing technologies used in Ukraine and to identify the main trends in their development. Results. Since the beginning of the 21st century, marketing concepts have undergone significant changes due to globalization, the spread of remote services, economic crises, and changing consumer preferences. Well-known marketers predicted a transition from traditional marketing technologies to new tools, an increase in the quality of goods, an individual approach to customers and a systematic approach to the organization of companies. In 2024, in Ukraine, we highlight the following groups of marketing technologies: use of the latest IT for advertising, information collection and analysis technology, focus on consumer identity, data protection, and innovations in communications. In particular, mobile marketing is gaining popularity due to the growing number of smartphone users, the active use of video content, and the involvement of bloggers and influencers. An important role is played by social networks, which integrate with e-commerce, facilitating shopping directly through social networks. Artificial intelligence technologies contribute to deep personalization and automation of marketing processes, and voice search stimulates the adaptation of content for conversational search. Custom content and socially responsible marketing increase brand authenticity. Considerable attention is paid to privacy and data protection. Innovative technologies such as AR and VR are changing the perception of information, creating new opportunities for interaction with customers. Conclusions. The development of digitalization in Ukraine and the world introduces new trends in the marketing activities of enterprises. Traditional technologies are being replaced by digital technologies that are more progressive and convenient for consumers. At the same time, enterprises should be clearly aware of the need to segment the market and identify customers who are ready to accept new trends in the use of modern, innovative marketing technologies. The further development of the enterprise depends on the thoughtful work of marketers and correctly defined marketing technologies.

THE ROLE OF ENTREPRENEURSHIP ORIENTATION IN THE EFFECT OF DIGITAL MARKETING THROUGH SOCIAL MEDIA ON THE PERFORMANCE OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) IN INDONESIA

This research contributes to formulating policies and programs related to MSMEs, especially digital marketing in Indonesia. This research examines the role of entrepreneurial orientation on the influence of digital marketing via social media on MSMEs in Indonesia. Although several studies have examined the relationship between the use of social media (Technology Acceptance Model, TAM) and company business performance, the existence of inconsistencies in previous research results opens up obstacles for this research to develop theory and strengthen weaknesses. Previous research, as well as complementing the growing digital marketing literature. This research involved 500 MSME owners in Indonesia, where an online survey of MSME owners was the data collection instrument. The data has been analysed using SEM (Structural Equation Modeling) via AMOS (Analysis of Moment Structure) software. Results showed that perceived ease of use positively affected attitudes towards using social media. The benefits of using social media and attitudes towards using social media have a positive effect on attitudes towards using social media. The use of social media has a positive impact on the performance of MSMEs. Then, entrepreneurial orientation has a positive effect on the performance of MSMEs. Furthermore, entrepreneurial orientation moderates the influence of social media use on MSME's performance, meaning that entrepreneurial orientation strengthens the influence of social media use on MSME's performance. The research implication is that it contributes to the TAM literature, where all tests support the TAM theory. Future research is encouraged to replicate the moderation model developed in this study as applicable to other countries and regions for better generalisation. Future research can add control variables such as age, education, and experience to the relationship between social media use and MSME performance. From a practical point of view, the government needs to intervene to improve the business performance of MSMEs. One of them is providing reliable and affordable internet connectivity, equal distribution of internet infrastructure, especially in rural and remote areas, providing digital literacy and training among business owners and employees. Then, MSME players must be oriented towards entrepreneurship by producing innovative new products and more modern marketing innovations digitally through social media.

Entrepreneurship-Based Economic Potential Development in Mekarsari Village, Cibalong District, Garut Regency

Mekarsari Village, Cibalong District, Garut Regency. Mekarsari Village has a variety of local economic potential that can be utilized to improve the standard of living and welfare of the local community. To make this happen, targeted and sustainable strategic steps are needed. In this article, we identify the economic potential that exists in Mekarsari Village, including natural resources, local expertise, superior products, and market opportunities that can be used as a basis for entrepreneurial activities. Additionally, this article outlines concrete steps that can be taken to encourage entrepreneurial growth in the region. Some of the steps proposed include training and entrepreneurship development programs for village residents, intensive assistance and guidance in the initial stages of business establishment, as well as the formation of cooperatives or joint business groups to strengthen their bargaining position and expand market access. Product diversification, innovation, and effective promotion and marketing are also important parts of the entrepreneurship-based economic development strategy in Mekarsari Village. This service also highlights the importance of collaboration with external parties, such as government agencies, research institutions, universities and private companies, as a means of supporting economic development at the local level. In this context, financial management and accountability are also important factors that need to be considered in order to maintain sustainability and sustainable business growth. Through these structured steps and approaches, it is hoped that this article can provide guidance and inspiration for stakeholders to jointly contribute to advancing the local economy in Mekarsari Village, creating new jobs, and improving the quality of life of the community as a whole.