Marketing Resources Research Articles

Các yếu tố ảnh hưởng đến sự phát triển của tiếp thị kỹ thuật số ở các doanh nghiệp Việt Nam

This study aims to identify and analyze factors affecting the development of Digital marketing in Vietnamese businesses. Through combining qualitative (in-depth interviews) and quantitative (survey) research methods, the results show that there are six main groups of factors affecting the application and effectiveness of Digital marketing, including: (1) Awareness and knowledge of Digital marketing of business leaders, (2) Human resources and professional skills, (3) Investment budget for Digital marketing, (4) Information technology infrastructure and communications, (5) Market and consumer behavior, and (6) Government policies and regulations. Among them, the factor groups of awareness and knowledge of leaders, human resources and budget are considered to have the strongest impact. Based on these results, the study proposes a number of key solutions to promote sustainable Digital marketing development for Vietnamese businesses such as enhancing awareness and skills training for leaders and employees, the first priority. budget investment, building modern technological infrastructure, and completing the legal framework for support from the Government.

THE MARKETING EFFECTIVENESS IN START-UP BUSINESS: A SYSTEMATIC LITERATURE REVIEW FROM 1973-2023

In today's rapidly evolving business environment, understanding dynamic marketing effectiveness is essential for startups. This study explores how flexible marketing strategies can adapt to technological advancements, shifting consumer behaviors, and global market changes. A systematic literature review of 740 scholarly articles identified 35 relevant studies. These articles address various facets of marketing effectiveness, including technology integration, strategic learning, social media use, and internationalization. The findings provide startups with practical guidance on enhancing marketing effectiveness by adopting innovative technologies and aligning with market trends. This study serves as a valuable resource for entrepreneurs and marketers, offering actionable insights into successful marketing strategies in a dynamic business landscape.

Exploring the impact mechanism of collaborative robot on manufacturing firm performance: A dynamic capability perspective

This study, rooted in dynamic capability theory, explores the impact of Collaborative robot (cobots) adoption on manufacturing firm performance. Cobots positively influence sensing, seizing, and transforming capabilities, leading to enhanced market, operational, and human resources performance. Sensing and transforming capabilities mediate the relationship between cobots adoption and operational performance, while seizing capability mediates with market and human resources performance. These findings offer crucial theoretical insights for strategic management in manufacturing enterprises navigating cobots adoption amid global competition and workforce challenges, ensuring a nuanced understanding of the dynamics at play.

Combination of financial literacy, strategic marketing and effective human resource for sustainable household wealth development

Combination of financial literacy, strategic marketing and effective human resource for sustainable household wealth development

Prospects of organizational and legal provision of energy security of Ukraine in the conditions of modern geopolitical processes

The scientific article is devoted to one of the important objects of national security – energy security. The organizational and legal approaches to the regulation of energy security are singled out and certain aspects of state regulation of energy efficiency are outlined, taking into account modern geopolitical processes. The definition of energy security is formulated, its global nature is indicated, which determines its provision through the joint efforts of all countries of the world, taking into account the internal characteristics and needs of the industry. It was emphasized that energy security as an object of state policy in the conditions of armed aggression against Ukraine requires proper legal regulation and continuous coordinated state management influence in order to ensure the energy independence of the country and the stable operation of energy infrastructure facilities. The analysis of the legal provision of energy security in Ukraine allowed us to come to the conclusion about the ramifications of the legislation in the specified area, the lack of optimization and systematization of energy legislation, its conflict and tolerance for the monopoly position of energy market participants. In the conditions of the war in Ukraine, the main direction of legislative regulation of the energy market is the introduction of tax benefits, temporary special taxation regimes. It was concluded that the introduction of the Institute of the Authorized President of Ukraine on Energy Safety, the development of the Institute of Public Control in the specified field is considered a promising direction for improving the national institutional mechanism for ensuring energy security. Arguments are also given that the institutional and legal mechanisms for ensuring energy security should provide for: permanent strategic planning of the development of the energy sector; coordination of energy policy with other areas of state policy; elimination of illegal administrative influence on energy market participants; taking measures to improve energy efficiency; creation of conditions for the development of technological innovations in the field of functioning of the energy infrastructure; increasing the effectiveness of preventing cyber threats; taking measures to reduce the level of corruption and the influence of the political will of elites on the energy market of Ukraine, state deregulation and demonopolization of the energy resources market.

Internal Strategic Resource Market and Diversification in the Digital Age

Internal Strategic Resource Market and Diversification in the Digital Age

Edukasi Keuangan dan Pemasaran untuk Peternak Jangkrik: Kunci Kesuksesan UMKM

This community service activity aims to enhance the knowledge of cricket farmers in financial recording and marketing strategies to help their businesses grow effectively. Conducted on May 25, 2024, this event took place at a cricket farming UMKM (Micro, Small, and Medium Enterprises) located on Jln. Benda Permai II, Pd Benda, Pamulang District, South Tangerang. The activity is a collaboration between Sekolah Tinggi Ilmu Ekonomi Ganesha (STIE GANESHA) and local farmers. The program ran from 08:00 to 12:00 WIB and aimed to apply knowledge and research findings to improve community welfare. The participating lecturers conducted research covering digital marketing, financial analysis, and human resource development. The results of this research are expected to improve production efficiency, marketing, and financial management of UMKM. The main problems faced by the farmers include limited access to bank loans and a lack of strategies to increase sales. Through this program, STIE Ganesha is committed to supporting and developing the potential of local UMKM, while also contributing positively to the welfare of the South Tangerang community.The results of this activity showed an increase in financial and marketing literacy among cricket farming UMKM owners. Jhandriansyah, a dim sum entrepreneur and cricket farmer, expressed his gratitude for the guidance provided, stating that the collaboration with STIE Ganesha greatly helped his business grow

The Necessary Skillset Based on the Use of Artificial Intelligence in Czech Top Organisations

Purpose: The rapid advancement of artificial intelligence (AI), is transforming the required skills in the workforce. This article presents research findings from large organisations that have adopted AI. Methodology/Approach: The aim is to identify the skills driven by the utilisation of AI. The paper pinpoints the key skills for effective AI implementation and creates a model that delineates the specific groups related to AI utilisation. The data were obtained from the Top 100 organisations in Czechia, focusing on those actively leveraging AI. Findings: The outputs show the orientation of the use of AI skills in marketing and human resources and basic administrative tasks. A significant gap was found in relation to emotional and interpersonal skills, which has not yet been emphasised in studied organisations. Research Limitation/Implication: This paper formulates future-oriented, successful approaches to skill development with the wider use of AI. The limitation is first approach to technologically oriented Czech top organisations and limited sample due to a specific approach and early phase of AI use in operations. Originality/Value of paper: The results yielded a new framework of AI-required skills, reflecting the changing competency requirements for effective AI utilisation. This research contributes to the academic domain by providing an integrated and fundamental framework for competency development that incorporates technological advancements.

Business Strategy Formulation for PT Silka Teguh Sejahtera (Sciencom) to Elevate its Revenue

PT Silka Teguh Sejahtera (Sciencom) is one of Indonesia’s IT and computer training providers. In the past several years, the company faces limited revenue growth despite its strong reputation and high-quality training services as well as promising market potential for IT and computer training provider. This happens because Sciencom main target customer base is government institutions which have faced budget reductions for education and training. This study aims to formulate a business strategy for Sciencom to enhance its revenue by identifying the factors influencing the limited growth of the company’s revenue. The primary data is gathered from qualitative method in which the author conducted interviews with Sciencom’s employees and customers representatives in order to analyze the internal and external factors to the business issue. To support the finding, the author uses secondary data collected from company’s reports, journals, books, and websites. Through thorough internal and external analysis, the author was able to propose a new Segmentation, Targeting, and Positiong (STP) and Marketing Mix 7Ps to develop Sciencom’s business strategy using the Ansoff Matrix Growth Strategy that the company can utilize in order to elevate its revenue amidst a competitive market. The proposed strategy include expanding the target customer base to state-owned enterprises and fresh graduates, integrating a Leaning Management System (LMS) for online training, offering ERP solutions, partnering with universities for Swakelola Type 2 projects, forming a digital marketing and human resources departments, and regularly updating IT courses, certification, and promotional package offerings.

генезис дизайн-аукционов в интернет-рекламе

The article is devoted to the genesis of design auctions, as well as their main tool, sponsored listing in online advertising, which is the most marginal option for capitalization of online marketing resources with a yield approaching a trillion dollars. The purpose of the study was to study the genesis of online advertising, this trend and the content of its development. The tasks, historical stages and key features of the development of “sponsored listings” tools, which stand out non-trivially and are leading in the online advertising marketing market in direct relation to the user’s current online activity, are identified. The final results of the study substantiate the importance of the compilation of Game Theory and auction design, the logical consequence of the synergy of which was the direct development of unique sponsored listing tools. The research is based on the analysis of foreign and Russian publications, as well as on the statistical conclusions of marketing data.

Research on inequality exacerbating unemployment in VUCA society

In 2020, the Shenzhen local government renamed its previous recruitment center from 'Sanhe Human Resource Market' to 'Fighter Square.' This change could manifest the government's disapproval of the Sanhe Gods, a renowned group known for their rebellious stance against their unemployment predicament. Examining the Sanhe Gods may provide insights into how inequality exacerbates unemployment challenges in a VUCA (Volatile, Uncertain, Complex, Ambiguous) society.

Key audit matter disclosure and stock mispricing: Evidence from China

Stock mispricing refers to the situation where the stock price of a firm diverges from its intrinsic value, which can impair market resource allocation efficiency and hinder the healthy development of the capital market. This study aims to investigate the influence of key audit matters (KAM) disclosure on stock mispricing. Using a firm-level panel dataset from 2017 to 2022, we demonstrate that KAM disclosure can significantly reduce stock mispricing. This effect is achieved by mitigating information inefficiency and discouraging market speculation. Heterogeneity analysis reveals a more pronounced impact in firms with poor audit quality and deficient internal control systems.

A Study on Internal Branding – Developing a Predictive Model for the Indian Service Sector with Reference to Bharti Airtel

In recent times, internal branding has gained importance in the marketing literature because researchers identify that corporate brand management not only associates external actions but also an internal approach that involves employees. Although the growing interest, there is no agreement among authors about experiences, measurements, and outcomes of internal branding. Currently, this paper aims to explore the conceptualization of internal branding and to offer opportunities for future research. The study is an organized literature review that uses a specific database. The contributions of each article were extracted, organized, and processed following systematic procedures. This review defines internal branding as a cross-functional process that involves both marketing and human resource departments. It focuses on managing the brand internally through brand-centered human resource management, internal brand communications, and brand leadership, with the aim of achieving brand outcomes among employees (brand understanding, brand identification, brand commitment, brand loyalty, brand citizenship behaviors) so they can build brand equity in front of external stakeholders. Although a lack of consensus had been established, the literature evidenced similarities that gave rise to the conceptualization proposed in this study. Nevertheless, the discussion about internal branding is still open because there are several issues to investigate in this field.

Redesigning Pharmacy to Improve Public Health Outcomes: Expanding Retail Spaces for Digital Therapeutics to Replace Consumer Products That Increase Mortality and Morbidity Risks.

United States healthcare outcomes, including avoidable mortality rates, are among the worst of high-income countries despite the highest healthcare spending per capita. While community pharmacies contribute to chronic disease management and preventive medicine, they also offer consumer products that increase mortality risks and the prevalence of cardiovascular diseases, diabetes, cancer, and depression. To resolve these contradictions, our perspective article describes opportunities for major pharmacy chains (e.g., CVS Pharmacy and Walgreens) to introduce digital health aisles dedicated to prescription and over-the-counter digital therapeutics (DTx), together with mobile apps and wearables that support disease self-management, wellness, and well-being. We provide an evidence-based rationale for digital health aisles to replace spaces devoted to sugar-sweetened beverages and other unhealthy commodities (alcohol, tobacco) that may increase risks for premature death. We discuss how digital health aisles can serve as marketing and patient education resources, informing customers about commercially available DTx and other technologies that support healthy lifestyles. Since pharmacy practice requires symbiotic balancing between profit margins and patient-centered, value-based care, replacing health-harming products with health-promoting technologies could positively impact prevention of chronic diseases, as well as the physical and mental health of patients and caregivers who visit neighborhood pharmacies in order to pick up medicines.

BI in simulation analysis with gaming for decision making and development of knowledge management

Increasing technology advancements have led to a number of problems with modern corporate decision-making, which is a challenging occurrence in the absence of business intelligence and machine learning (ML). Because effective decision-making is impossible without ML, integration of ML with business intelligence (BI) is essential to both corporate decision-making and business intelligence as a whole. Only once they have learned anything again may machines assist in your educational process. This study suggests a fresh approach to knowledge building in company management decision-making through the use of gaming and machine learning models. Using a game model that involves decision-making, knowledge analysis based on business management is conducted. Subsequently, quantum reinforcement reward neural networks build knowledge. The accuracy, precision, recall, F_1 score, MSE, NSE of business management modelling with knowledge growth are all assessed by simulation. The student’s gender had no bearing on the income they were offered throughout the job placement process or their MBA specialisations in Marketing and Finance (Mkt & Fin) or Marketing and Human Resource (Mkt & HR), according to a statistical t-test with a significance threshold of 0.05 (p > 0.05).

Revisiting the nexus between financialization and natural Resource efficiency through the lens of financial development and green industrial optimization

Responsible natural resource management has become critical for ensuring the effective use of resources jeopardizing future generations' needs. Financialization based on artificial intelligence, green finance, and lower economic risks are important in this respect. The objective of this study is to explore the impact of financialization and economic uncertainty on the natural resource market. The analysis covers the period from 1980 to 2021 and is performed for selected South Asian Association for Regional Cooperation (SAARC) countries. In addition, among economic financialization processes, artificial intelligence (AI) based financial management (FM) is more significant than domestic financialization strategies. For that purpose, Artificial Neural Network (ANN) method and pooled regression analysis are employed for the empirical analysis. According to the findings, economic uncertainty has a stronger influence than economic financialization. Therefore, risk mitigation plays a larger role in creating shocks in all macroeconomic indicators and, as a result, on the natural resource market. The accuracy measures to support the finding's robustness like the value of R2 is highly acceptable and errors are minimum (% MAPE is 5.06 which falls under the criteria of high accuracy) in both testing and training datasets approximately by 50%. In addition, the findings of Garson method reveal that economic uncertainty and AI based FM are significantly important for the natural resource market as their important values (0.27, 0.26, and 0.20) touch the maximum importance statistics (0.30). The study, therefore, suggests that authorities in South Asian countries should focus on AI-based financial advancement and integrate AI into the traditional financialization methods to upgrade the regional economic financial system, which will help in regulating and improving the efficiency of the resource market. The results also provide the graphical and tabulation formation of financialization and economic uncertainty in SAARC countries. Additionally, analysis on the chosen variable by suing PCA has also been made to transform the dataset. Along with it, the regional corporation is crucial for dwindling economic uncertainty and promoting a steady growth and sustainable environment through the maintenance of the natural resource market.

ОЩАДЛИВЕ ВИРОБНИЦТВО: ІННОВАЦІЇ УПРАВЛІННЯ ПРОМИСЛОВИМ ПІДПРИЄМСТВОМ

The main problem is that the implementation of lean production requires not only technical changes, but also significant transformations in the organizational culture of the enterprise. Many Kazakhstani industrial enterprises face difficulties in the integration of lean principles due to the low level of awareness of management and personnel, insufficient training of personnel, as well as resistance to change, which is characteristic of many organizations. The purpose of the article is to research innovative approaches to the management of industrial enterprises by implementing the principles of lean production, as well as to develop a methodology that would facilitate the effective application of these principles in practice. The object of the study is the management processes of industrial enterprises in the context of the implementation of the principles of lean production. The methodological basis of the research was the logical methods of information processing, statistical analysis, comparison. The main hypothesis of the study is that innovations in the management of industrial enterprises, based on the principles of lean production, ensure the effective functioning of the enterprise in the long term due to the integration of the latest management practices that take into account the specifics of the domestic market and available resources. Presenting main material. The study covers the study of existing management practices, personnel training methods, and organizational culture transformation necessary for the successful implementation of lean manufacturing. Lean manufacturing is a modern concept of production process management aimed at reducing costs, improving product quality, and satisfying consumer needs. This approach, which was developed in Japan, in particular at the enterprises of the Toyota company, is now widely used all over the world, including Ukrainian industrial enterprises. Implementation of the principles of lean production requires not only technical changes, but also significant transformations in the organizational culture of enterprises, which is a complex and multi-stage process. Originality and practical significance of the research. In practice, the successful implementation of lean manufacturing requires a comprehensive approach that includes both technical and organizational measures. One of the key aspects is the adaptation of the best global practices to the specifics of a particular enterprise. For example, heavy industry may require longer staff training and a more thorough approach to change planning. Conclusions. The implementation of lean production is a strategic step that allows to increase the competitiveness of the enterprise, to ensure its sustainable development and successful functioning in the conditions of the modern economy.

Study on the path of high-quality development of the construction industry and its applicability

Exploring the influencing factors and enhancement paths of high-quality development of the construction industry is crucial for promoting sustainable development of the construction industry. Based on the concepts of “five development”, this paper takes the construction industry data of 29 provinces (autonomous regions and municipalities) in China as a sample, utilizes comprehensively the combination method of NCA and fsQCA to build a high-quality development driving model of the construction industry, and explores the coupling effect of factors, like the level of scientific and technological innovation, structural degree, precast building model, external market vitality, resources, and environment, on the development of the industry, revealing the path of high-quality development of the construction industry and analyze its applicability. These findings demonstrate that: (1) The level of scientific and technological innovation, the degree of structure, and the vitality of the external market are the core conditions, and a single factor does not constitute the necessary conditions for the high-quality development of the construction industry; (2) There are three paths for the high-quality development of the construction industry, among which the number of representative cases of linkage development led by openness innovation coordination is the largest, and has strong applicability; (3) There are two non-high-quality development paths in the construction industry, and there is a non-simple opposition relationship with the three high-quality development paths in the construction industry.

Сбалансированность интересов участников распределительных отношений в контексте обеспечения региональной бюджетной безопасности

This study aims to clarify the concept of budget resilience and substantiate an approach for selecting indicators of regional budget resilience. A content analysis of scientific sources in the field of budget resilience was conducted, and current approaches to defining the concept of budget resilience were classified. The author’s interpretation of the concept is presented, emphasizing the need to select indicators that assess regional budget resilience by considering the interests of public funding recipients. Within this framework, groups of recipients—regional authorities, economic entities, and the population—are identified, and their interests are determined. A system of indicators is proposed to ensure budget resilience in the region, reflecting the level of interest satisfaction among these groups. A comparative analysis of the balance of recipients’ interests based on the results of budget policy and the budget process in the Russian Arctic regions was carried out, and trends in their economic interactions under conditions of global instability were analyzed. The study found vulnerabilities in the budget resilience system, manifested in the infringement of recipients’ interests. Changes in financial market conditions and resource prices led to a decrease in financial results for companies and a reduction in regional output redistributed through budgets, resulting in welfare loss for the regions and their populations. To address the situation, it is necessary to intensify investment activities and business development in the regions and optimize the fiscal regulation system, which will ultimately contribute to the growth of budget and household incomes. Changes in these indicators should be monitored not only in national currency but also in dollar terms to assess the recipients’ financial well-being on an international scale. Future research will focus on selecting specific indicators and their threshold values for assessing budget resilience in the Russian Arctic regions.

CCS technological innovation system dynamics in Norway

CO2 Capture and Storage (CCS) is today seen as a key technology to cut carbon emissions in many hard-to-abate sectors such as energy-intensive processing industries and the waste sector. Although CO2 capture is technically possible, key challenges for realizing CCS persist. Over the past decade, CCS has taken a new direction with more focus on application in energy-intensive industries rather than the energy sector. For CCS value chains to materialize, innovation and implementation thus needs to occur amongst an array of actors, with different innovation modes, institutions, and policy regimes, and with varying sectoral capacities for adaptation and change. There has so far been limited social science research on CCS innovation dynamics, which we suggest approaching as a socio-technical change process. To better understand this process, we draw on the sustainability transitions research field and employ the Technological Innovation System (TIS) framework to study the CCS innovation system in Norway. We find that, overall, the Norwegian CCS TIS displays systemic weaknesses for example in the form of market formation and resource mobilization, yet recent developments suggest a relatively positive momentum for this technological field which is key to meeting Norwegian and global climate mitigation targets.