Technology Market Research Articles

Marketing Innovation as a Catalyst for Clean Energy Technology Diffusion: A Quantitative Analysis of Market Penetration Strategies

Although the global transition to clean energy has become a priority, the diffusion of clean energy technologies still faces significant challenges, especially in terms of market penetration. Marketing innovation is emerging as a potential catalyst for accelerating adoption, but quantitative understanding of its impact is still limited. This study aims to quantitatively analyze the influence of marketing innovation on the diffusion of clean energy technology, with a focus on market penetration among the millennial generation in Jakarta. Using a cross-sectional research design, data was collected through an online survey of 150 millennial respondents, adapting a structured questionnaire from previous studies. Data analysis was carried out using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) approach to test the relationship between marketing innovation variables, consumer awareness, adoption intentions, and clean energy technology market penetration. The results of the research are expected to provide valuable insights for industry players and policymakers in designing effective marketing strategies to accelerate the adoption of clean energy technologies, as well as contributing to the academic literature on innovation diffusion in the context of the energy transition.

The Labour Share and Corporate Financialization: Evidence From Publicly Listed Firms

ABSTRACTThis article examines the impact of corporate financialization on the labour share using data for publicly listed non‐financial corporations across 14 European countries. We test hypotheses derived from industrial relations literature on financialization against competing explanations for the labour share decline based on technological change and market concentration. Our findings show that increased dividend and interest payments, as well as financial profits, are associated with a fall in the labour share. These results support theories linking corporate financialization to rising overhead costs, shareholder‐value orientation and increasing exit options for capital. We find no evidence that technological progress drives the decline in the labour share. While market concentration negatively correlates with the labour share, concentration has decreased during our sample period, suggesting that ‘superstar firms’ are also not the primary driver of changes in functional income distribution.

Promotion of Soft skills in the K-12 Education Curricula: The Case of Virginia State - USA, Portugal and Albania

Rapid demographic, technological, and labor market developments characterize the 21st century. To succeed in this context, students require skills that help them keep up with the fast changes of the times beyond the knowledge of traditional subjects developed in schools. This study seeks to reinforce the relevance of promoting soft skills in K -12 Education Curricula in three different countries, namely in the states of Virginia - USA, Portugal, and Albania. This study is based on the desk research of the curricula of these three countries to describe the strategies and measures taken for the promotion of soft skills in the education system to extract valuable data for the reforming of the education system and, more specifically, for the improvement of the K-12 curriculum in Albania, considering the challenges of the implementation process regarding the key competencies, which represent a system of knowledge, skills, and behaviors necessary for development, empowerment, and employment of each individual. Received: 24 September 2024 / Accepted: 20 November 2024 / Published: 3 December 2024

Innovation and Marketing Strategy for Nggoli Cloth Products in Monta Baru Village, Lambu District, Bima Regency

Lambu District in Bima Regency, with an area of 9.91 km², is the center of micro-industrial development, including Nggoli woven fabric craftsmen and shallot farming. Although this superior product has development potential, craftsmen still face various problems such as weak business management, limited marketing, and low utilization of technology. The study identified that artisans experienced limitations in financial management, the use of internet technology, and managerial innovation, as well as problems in brand registration. This community service program aims to overcome these problems through business management and e-marketing coaching. The methods used include participatory, cognitive, affective, and skills approaches, as well as the stages of preparation, investigation, transformation, incubation, verification, implementation, evaluation, and development. The collaboration between the Community Service Team of Mbojo Bima University, Nggoli fabric craftsmen, and the Bima Regency SME Trade and Industry Office resulted in an improvement in business management and e-marketing capabilities. The results of this program show that artisans now better understand financial management and product pricing strategies, as well as utilize digital technology to market products more widely. Support from local governments and active involvement of partners in the workshop have strengthened the success of the program. With a new understanding in digital management and marketing, it is hoped that artisans can be more independent and successful in developing their businesses.

Craft and strategic entrepreneurship: Exploring and exploiting materiality, authenticity, and tradition in craft‐based ventures

AbstractResearch SummaryThis work explores the intersection of strategic entrepreneurship and craft‐based ventures, focusing on the integration of materiality, authenticity, and tradition in the creation of competitive advantage. Craft, historically rooted in artisanal, small‐scale production, has evolved into “advanced craft,” requiring high expertise while also engaging with modern economic goals such as scaling, technological adoption, and global value chains. Craft‐based strategic entrepreneurship embraces creativity and innovation, alongside traditional values and high‐quality production, to engage with the modern economy without the alienating effects of industrialization. We highlight how craft entrepreneurs balance the pursuit of innovation with the preservation of authenticity and heritage. By examining the materiality, authenticity, and tradition embedded in craft, our work contributes to the understanding of how these elements influence competitive advantage and the broader relationship between economy and society in entrepreneurial ventures.Managerial SummaryWe offer practical insights for owners and managers in craft‐based ventures seeking to balance tradition with modern business strategies. As the craft sector evolves into “advanced craft,” entrepreneurs must integrate artisanal expertise with scalable operations, technology adoption, and global market engagement. We highlight how successful craft ventures maintain high quality, authenticity, and cultural heritage while embracing strategic entrepreneurship practices like innovation, planning, and partnerships with larger organizations. For owners and managers, the key takeaway is the importance of preserving the unique values of craftsmanship—such as materiality, authenticity, and tradition—while also adopting modern tools like advanced technology and marketing strategies to scale and compete. By understanding these dynamics, craft‐based businesses can enhance their competitive advantage, foster meaningful customer engagement, and navigate challenges like technological disruption and market expansion without losing their core identity.

Empowerment of Pokdakan in the Context of Increasing Tilapia Fish Production Using the Biofloc System in Anreapi Village, Polewali Mandaí Regency

The aim of this PKM activity is to increase the productivity of tilapia cultivation using the biofloc technique so that harvest and marketing results increase to increase the optimal income of partner group members. The final target to be achieved in this activity is to improve partners' skills in sustainable production and marketing of tilapia. The implementation methods for this activity to overcome partner problems are socialization, training, application of technology, mentoring and evaluation, and program sustainability. The results of this service are carried out in the form of training and guidance on the application of biofloc technology. To measure the level of knowledge of participants during this activity, a pre-test and post-test were carried out regarding biofloc technology and online marketing. The results obtained by partners' knowledge about biofloc technology were on average 93.79% of those who did not know, 6.21% of those who already knew. After implementation there was an increase of 80.55% who knew and 19.45% who didn't know. In the marketing aspect, before the training was carried out, the level of partner knowledge was 82.23% who did not know and 17.77% who knew. After implementation, there was an increase in the level of knowledge of partners from 82.23% who did not know to 98.00% who knew about marketing on social media. From the results above in terms of productivity carried out by group members, it is hoped that it can increase production both in terms of quantity and quality of tilapia. , while the marketing aspect can provide insight and understanding to partners regarding marketing efforts through product promotion and distribution, both directly and via social media to consumers. It is hoped that the impact obtained by the community after this activity will increase the income of the partner group and be able to facilitate the development of partner businesses and then provide a multiplier effect for similar businesses.

Resolving contradictions in green supply chain management: A combined TRIZ and DEMATEL approach

Companies are increasingly required to adopt green supply chain practices to enhance their ecological footprint and financial viability, driven by global environmental concerns. This research focuses on resolving the contradictions faced in green supply chain management (GSCM) implementation through a combined application of the Theory of Inventive Problem Solving (TRIZ) and the Decision-Making Trial and Evaluation Laboratory (DEMATEL) methods. Five key contradictions were identified: regulatory enhancements vs. resource limitations, technological unreadiness vs. regulatory refinement, profitability vs. customer trust, collaboration vs. competitiveness, and green material prioritization vs. scarcity. The study proposes 18 inventive principles to address these contradictions, including strategies such as flexible technology adoption and market segmentation. DEMATEL is then applied to analyze the interactions between these principles, offering a structured model for strategic decision-making. The DEMATEL analysis revealed that government support plays the most critical role in driving green supply chain adoption, influencing other strategies significantly. This integrated approach provides practical guidance for stakeholders, helping to shape policies and improve GSCM implementation in industries, particularly within the packaging and paper products sector in Indonesia.

Advanced technological approaches and market status analysis of xylose bioconversion and utilization: Xylooligosacharides and xylonic acid as emerging products.

The efficient conversion of xylose is a short board of cask effect to lignocellulosic biorefining, by markedly affecting the total economic and environmental benefits. Based on a comprehensive analysis of the current commercial status of traditional xylose utilization and industrial technology development, this review outlines new technological avenues for the efficient utilization of xylose from lignocellulosic biomass, focusing on super prebiotic xylo-oligosaccharides and multifunctional platform compound xylonic acid. Firstly, the traditional products that can be derived from lignocellulosic xylose, including xylitol (447.88 billion USD in 2022), furfural (662 million USD in 2023), and bioethanol (46.18 billion USD in 2022), are introduced along with the current market status and latest production technologies. Then, the discussion covers the industrial development and production methods of xylo-oligosaccharides, and highlights the potential of xylonic acid, focusing on innovative whole-cell catalysis in a sealed oxygen supply-bioreactor system. Finally, other directions for efficient and high-value utilization of lignocellulosic xylose are summarized, including lactic acid, succinic acid, and 2,3-butanediol. This review aims to provide new perspectives on the utilization and valorization of xylose by summarizing main traditional industrial products and emerging products, thereby promoting the development of the entire lignocellulosic biomass field.

Trends in Millet Production in India with Emphasis on High Hills of Himachal Pradesh

The present study examined the production of millets in India with special emphasis on the economics of millet cultivation in HP. In India, Rajasthan has the maximum area under cultivation (6.15 m ha) for millets and is the largest producer (8.33 m tonnes) as well. Regarding the cultivation of millets in Himachal Pradesh, it was found that finger millet and pseudo/minor cereals accounted for 6.46 per cent of the total cropped area on sample farms. Further, it was seen that per hectare operational cost (Cost A1) for finger millet and pseudo cereals was ?24354 and 21715, respectively. The output-input ratio over cost A1 was found to be 2.61 for finger millets, whereas for pseudo-cereals, it was 1.66. Given the policy thrust for millet production and consumption, continuous technology advancement, institutional innovations, value addition, and marketing mechanisms are essential to achieving sustained productivity growth. This analysis is of vital importance both from the point of view of evolving sound production plans and for the formulation of price policies, especially when millets hold great promise for mountain agriculture in the context of natural and organic farming in the country.

Packaging technology and digital marketing of fish dempo to increase sales productivity

The BUMDes fish processing business unit group experienced obstacles regarding the function of packaging and how to market digitally in the sale of Dempo fish products. The purpose of this PKM is to create the right packaging to maintain product quality; and expand product marketing areas to increase sales productivity through digital marketing. The method is carried out through training and mentoring in the form of packaging practices with the use of vacuum sealers, the creation of e-commerce sales accounts integrated into social media, and the evaluation stage of activities. The results of this community service activity show an increase in the skills of the partner group in utilizing packaging tools for Dempo fish produced (78%) so that product packaging is more attractive and supports shelf life to maintain product quality. With the packaging technology used, the knowledge of partner group members in understanding the function of packaging that affects marketing has also increased (80%). This has an impact on the increase in sales turnover received through social media owned by members of the partner group. If previously it was known that the sales turnover of this product was IDR 16 million per year or equivalent to IDR 1.3 million per month, then after the PKM activity there was an increase in sales turnover of IDR 2.1 million at the same price within 3 weeks.

Empowerment of Kelingan Hamlet Home Tofu Industry through Improving Production Quality and Utilizing Digital Technology

This study examines efforts to improve the quality and production of tofu in the home industry, as well as the use of technology for marketing of MSMEs. This study uses field observation, interview, and literature analysis methods to identify challenges and solutions in small-scale tofu production. The results of the study indicate that improving water quality, standardizing production processes, and utilizing digital technology for marketing can significantly improve product quality and market reach. In conclusion, the integration of appropriate technology and digital marketing strategies can be a catalyst for the development of the home tofu industry and MSMEs in general.

Cara Wirausaha Muda Menghadapi Tantangan di Era Digital

Rapid developments in the digital era offer vast opportunities for young entrepreneurs, while also bringing complex challenges. Technological advances have opened up opportunities for wider access to information and markets. However, the challenges of fierce competition and changing technological dynamics are the main obstacles that need to be overcome. Young entrepreneurs must have the ability to adapt to the latest technological developments, such as digital marketing and artificial intelligence, while understanding how consumption patterns are changing with greater emphasis on convenience and personalization. However, overcoming dependence on digital platforms and resource limitations need to be overcome. In overcoming this situation, young entrepreneurs need to use technology to increase efficiency, be creative in creating new products and services, as well as expand networks and collaborate strategically. By managing finances wisely and being able to adapt to changes, it is hoped that young entrepreneurs can continue to exist and grow, and achieve success in an ever-changing global market, Young entrepreneurs in the digital age face big challenges along with advances in technology and changes in consumer behavior. However, with the right strategy, these obstacles can be turned into opportunities for growth and success. Utilizing technology, product innovation and digital marketing can increase efficiency, reach a wider market and increase profits. The ability to overcome digital challenges well opens up opportunities for young entrepreneurs to dominate the market, improve business reputation and achieve long-term growth. Adapting to change quickly will increase competitiveness and support sustainable growth.

The Tipping Points of Video Conferencing Solutions

ABSTRACT Video conferencing solutions have been used to support remote work and distance education but have not yet been widely adopted. This study aims to contribute to the development and proliferation of video conferencing solutions for remote work and education by analyzing consumer preferences. For this purpose, a survey of 1,018 people was conducted in July and August 2021 in Korea. As the use of video conferencing became enforced due to COVID-19, the analysis reflected previous user experiences. In addition, various scenario-specific market share simulations were performed, assuming future video conferencing solutions. The survey results showed that several factors, including technology attributes, cost, and market share, influence consumers’ choice of video conferencing solutions. The survey also found that consumers have asymmetric preferences regarding video conferencing solutions depending on their previous experience. Finally, the study identified tipping points companies could use to gain a significant market share.

Research Progress and Key Technology Analysis of Lower Limb Rehabilitation Robots

In China, there is a large number of patients with lower limb movement disorders and limited medical resources, while the market for rehabilitation technologies is growing rapidly. The technology of lower limb rehabilitation exoskeleton robots has been successfully applied and shows significant development potential. Both domestic and international research on lower limb rehabilitation exoskeleton robots focuses on the design aspects of comfort, bionics, lightweight construction, and safety. Notable domestic and international companies and universities are committed to enhancing personalization and human-machine interaction experiences, reducing costs, and expanding application fields. A preliminary analysis of the forward and inverse kinematics of lower limb rehabilitation exoskeleton robots has been conducted to derive the kinematic equations and velocity Jacobian matrices, facilitating better optimization of the robot's control algorithms. Existing control algorithms are diverse, including position-based, force information-based, bioelectric signal-based, and intelligent control strategies, each with its own advantages and disadvantages. Among these, control algorithms that integrate artificial intelligence and other cutting-edge technologies hold the most promise. As the aging population continues to grow, this technology is expected not only to play a role in rehabilitation therapy but also to expand into other areas, such as assistive walking, along with the optimization of mechanisms and the evolution of control algorithms.

Challenges Facing the Implementation of Primary Secondary School Competence-Based Curriculum in Same District, Tanzania

Competency-based curricula are increasingly popular in schools due to global challenges in science, technology and global market demand. This study explored challenges facing the implementation of a competence-based curriculum in public primary schools to pupils in Same District -Tanzania. The study employed mixed methods and convergent design, using a sample of 289 respondents from 32 public primary schools in Same District. The methods of data collection were questionnaires and interviews. The quantitative data was analyzed using descriptive statistics in terms of percentages and frequencies while qualitative data was analyzed using the thematic approach. Based on the findings, the study concluded that, the implementation of CBC is rendered ineffective due to lack of learner-centred interactive teaching strategies as required by the CBC. The study suggests that the government should organise in-service training for primary school teachers on CBC. It is also recommends provision of adequate instructional resources, such as ICT equipment and audio-visual materials.

PENERAPAN DIGITAL LEADERSHIP DALAM MENDORONG INOVASI DAN KREATIVITAS SDM DI SEKTOR PARIWISATA

The study investigates the impact of digital leadership on the innovation and creativity of human resources (HR) within the tourism sector, employing a survey-based quantitative approach. Digital transformation in this industry necessitates leaders who can effectively integrate technology to foster an innovative and creative work environment. Data were collected through questionnaires distributed to 120 respondents, comprising managers and employees from various tourism organizations across different regions. The analysis utilized linear regression to explore the relationships between the variables of digital leadership, innovation, and HR creativity. The results indicate that digital leadership exerts a positive and significant influence on both HR innovation and creativity. Specifically, digital leaders who empower their employees through technology, maintain effective communication, and encourage continuous learning play a crucial role in fostering creative ideas and implementing innovations within their organizations. These findings offer valuable insights for stakeholders in the tourism industry, suggesting that adopting effective digital leadership strategies can enhance competitiveness. By prioritizing digital leadership, organizations can better navigate the challenges posed by rapid technological advancements and changing market demands. In conclusion, the study underscores the essential role of digital leadership in driving innovation and creativity among HR in the tourism sector. As the industry continues to evolve with digital transformation, leaders must adapt their strategies to cultivate an environment conducive to creativity and innovation, ultimately contributing to organizational success. Keywords: Digital Leadership; Innovation; Creativity; Tourism; Human Resources

Problems of Arctic Hydrocarbon Development in The Context of Modern Global Challenges: Development Potential and Industry Strategies

Significant hydrocarbon raw material potential in the Arctic territories and complex technological solutions for its development dictate the need to solve extraordinary organizational, managerial and technical tasks of strategic nature. There are economic difficulties associated with oil and gas production in the Arctic fields and, in particular, in the development of offshore facilities. The article focuses on the sectoral strategies of oil and gas complex development, which should be balanced with regional and corporate strategies. Industry strategies for the development of the Arctic oil and gas complex detail a specific set of measures that fully reflect the technological and economic capabilities of domestic companies, it is especially important to assess the achievability of strategic goals in terms of the development of offshore resources. The purpose of this study is to summarize the strategic problems of the development of hydrocarbon resources in the Arctic with the identification of options for the development strategies of oil and gas industry complexes. The methodology of the research is based on the methods of strategic management. Within the framework of solving strategic problems and tasks, it is advisable to apply various scenarios using the methods of strategic alternatives, and, in particular, matrix methods. Matrix methods allow to use the results of the analysis and offer specific alternatives that can be used as a basis for strategic choice in the development of sectoral strategies of the oil and gas complex. The scientific results of the study are determined by the generalization of the problems of the Arctic hydrocarbon potential development and the development of alternative strategy options for solving technological and environmentally-oriented strategic problems. The article presents strategic problems of Arctic oil and gas fields development. The key economic, organizational, technological, social, environmental and geo-political problems are highlighted. Technological strategies largely depend on markets and the policy of technological sovereignty. Using domestic markets or turning to external markets seems to be an important strategic choice, as it determines the level of investment costs — in-house development or purchase of technologies on open markets. For the development of breakthrough technologies in offshore hydrocarbon production, it is possible to rely on the domestic technology market to develop new technical solutions and digital systems. Environmentally-oriented strategies are based on sustainability and efficiency criteria with economic or socio-environmental aspects being prioritized. It is revealed that “green” strategies can take place, but for the development of oil and gas industrial complexes it is important to maintain a balance between production development and environmental safety.

ANALISIS STRATEGI BAURAN PEMASARAN PADA PERUSAHAAN PRODUKSI SUSU DAN MAKANAN DI ERA INDUSTRY 4.0

The Industrial Revolution 4.0 has driven a digital transformation that has brought significant changes across various sectors, including marketing. This study explores the marketing mix strategies employed by PT Cimory to address the challenges and opportunities of the Industry 4.0 era. With rapid technological advancements and the dynamic nature of consumer behavior, it is crucial for companies to adapt and innovate. This study aims to analyze how PT Cimory leverages the components of the marketing mix—product, price, place, and promotion—to enhance its market share and competitive advantage. The research adopts a qualitative design, utilizing secondary data from PT Cimory's annual reports, journal articles, and online media sources. The findings indicate that PT Cimory's strategic integration of technological advancements and innovative marketing approaches has significantly influenced consumer behavior and purchasing decisions, thereby strengthening its market position.

Strategy adaptation under external uncertainty: examining speed-based competitions

PurposeDespite the growing attention being paid to the role of uncertainty in the competitive business environment, few studies have considered uncertainty as an antecedent factor and explored its direct impact on accelerating a firm’s innovation speed. This study develops a conceptual framework that examines the impacts of technological uncertainty and market uncertainty on innovation speed, building on complex adaptive theory. Furthermore, it is important to note that the internal resources of a firm and its external environment are not separate entities. In this study, we investigate the moderating role of a firm's internal and external resource ability (financial constraints level and organizational slack level) in the relationship between environmental uncertainty and innovation speed.Design/methodology/approachOur data sample is the panel data of China's A-share listed companies. The data year span is from 2000 to 2018. We use a hierarchical regression analysis model.FindingsOur results reveal that both technology uncertainty and market uncertainty can promote innovation speed. Still, a firm’s organizational slack positively moderates the relationship between technology uncertainty and innovation speed, and financial constraints negatively moderate the relationship between demand uncertainty and innovation speed.Originality/valueOur research contributes to the existing literature on uncertainty and extends its research perspective by no longer taking uncertainty as an environmental factor but exploring its direct impact. Still, our research focuses on innovation speed and discusses the impact of environmental uncertainty (including technology uncertainty and demand uncertainty) on firms’ innovation speed, expanding the limitations of previous research, which usually holds a relatively general perspective on innovation problems.

A tale of two ventures: How founder experiences shape search in tech-anchored and market-anchored ventures

This article distinguishes two types of technology ventures: market anchored and technology anchored. These ventures need to conduct effective technological or market search, the identification and evaluation of alternative technologies or markets, respectively, and form a viable technology–market combination. These types of search are fostered by appropriate experiences of the founding team. A study of 203 new technology ventures shows contrasting effects of breadth and depth of the founding team’s market and technological experiences on the initial success of the venture types.