Marketing Perspective Research Articles

Integrating resource-based and market-based views in the fisheries industry – CEO perspectives

Icelandic fisheries have been driven by access to natural resources, focused on fishing, processing, and selling products to wholesalers. The purpose of this study is to identify competitive advantage in the industry and find out how it is evolving within the perspective of resource-based view (RBV) and market-based view (MBV). In addition, this study is aimed at providing empirical evidence that can improve the understanding of competitive advantage in RBV and MBV perspectives in academic research. This study involves qualitative case studies based on in-depth elite interviews with chief executive officers (CEOs) of Icelandic fishing companies holding around 50% of the allowable national fishing quota. The findings suggest a transition from an RBV to an MBV to strengthen the competitive advantage of the industry. Key findings stress the significance of growth strategy, enhancing integration, value chain control, and brand development within the MBV perspective. Furthermore, the identified competitive advantage integrates strengths from the RBV with a market perspective for the fisheries industry. By considering these research views jointly, the understanding of companies' strategic behaviors and outcomes in a specific industry is expanded. This study offers, in addition, actionable insights and recommendation for top management and stakeholders in the Icelandic fishing industry, highlighting a shift from RBV to MBV strategies and underscoring the importance of internal resource integration for sustaining competitiveness. Moreover, the study proposes a model showing the prospective competitive advantage of the industry. Additionally, it contributes to the ongoing discussion on competitive advantage and provides valuable industry-specific insights. Limitation of this study is that it may not fully represent the entire fishing industry in Iceland and relies exclusively on the perspectives of CEOs.

Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia

Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: the perspective of the e-commerce market in Indonesia

Interpersonal communication in the motor insurance sector during the claims stage

Orientation: The South African short-term motor insurance industry is highly competitive, offering clients many choices. Therefore, the long-term retention of clients is crucial for an insurance company’s sustainability.Research purpose: The study aims to report on the context-specific communication challenges during the claims stage and to propose recommendations to mitigate them from an interpersonal communication perspective.Motivation for the study: Studies on client retention have been conducted from a marketing or corporate communication perspective, but it is not known how interpersonal communication during the claims phase could impact long-term relationships.Research design, approach and method: We followed a qualitative approach, with a single case study design. Semi-structured interviews were conducted with senior management and claims administrators in the motor insurance department of a large South African insurer. The data were inductively analysed through qualitative content analysis from which the challenges were identified.Main findings: A lack of mutual understanding, ineffective conflict management, a lack of trust and one-way communication were identified as the main challenges experienced by claims administrators in their communication with clients during the claims stage.Practical/managerial implications: Practical principles such as sympathy and empathy, listening, feedback, respect, providing and clarifying information and providing access to resources, together with ethical and transparent communication, two-way symmetrical communication and dialogue should be included in claims administrators’ training to enable them to understand and adapt to the client’s needs.Contribution/value-add: A framework for training claims administrators operating in this context is presented, offering a theoretical and practical contribution.

Digital finance and green technology innovation: A dual path test based on market and government

This paper examines the impact of digital finance on green technological innovation from the dual perspectives of market and governmental. Our findings suggest digital finance significantly fosters green technological innovation through mechanisms such as market factor flows and environmental regulation performance. Further examination indicates that digital finance may lead to a "patent bubble trap". Heterogeneity analysis suggests that promoting government data openness and strengthening intellectual property protection can amplify the positive impact of digital finance on green technological innovation. This paper provides valuable insights into enhancing the functionality of digital finance and promoting the green transformation of the economy.

Insurance loss model vs. meteorological loss index – how comparable are their loss estimates for European windstorms?

Abstract. Windstorms affecting Europe are among the natural hazards with the largest socio-economic impacts. Therefore, many sectors like society, the economy, or the insurance industry are highly interested in reliable information on associated impacts and losses. In this study, we compare – for the first time – estimated windstorm losses using a simplified meteorological loss index (LI) with losses obtained from a complex insurance loss (catastrophe) model, namely the European Windstorm Model of Aon Impact Forecasting. To test the sensitivity of LI to different meteorological input data, we furthermore contrast LI based on the reanalysis dataset ERA5 and its predecessor ERA-Interim. We focus on similarities and differences between the datasets in terms of loss values and storm rank for specific historical storm events in the common reanalysis period across 11 European countries. Our results reveal higher LI values for ERA5 than for ERA-Interim for all of Europe (by roughly a factor of 10), coming mostly from the higher spatial resolution in ERA5. The storm ranking is comparable for western and central European countries for both reanalyses, confirmed by high correlation values between 0.6 and 0.89. Compared to the Aon Impact Forecasting model, LI ERA5 shows comparable storm ranks, with correlation values ranging between 0.45 and 0.8. In terms of normalized loss, LI exhibits overall lower values and smaller regional differences. Compared to the market perspective represented by the insurance loss model, LI seems to have particular difficulty in distinguishing between high-impact events at the tail of the wind gust distribution and moderate-impact events. Thus, the loss distribution in LI is likely not steep enough, and the tail is probably underestimated. Nevertheless, it is an effective index that is suitable for estimating the impacts of storm events and ranking storm events, precisely because of its simplicity.

Deciphering the evolution of metaverse - A techno-functional perspective in digital marketing

The metaverse has disrupted the traditional marketing practices and it has potential to transform entire world of marketing activities with thrilling immersive experiences. This study provides an analysis of evolving field of metaverse marketing in the context of information systems using state of the art bibliometric and scientometric tools coupled with machine learning algorithms. Utilizing 257 documents from Scopus database that published between 1996 and 2024, this research maps and unveils the development of metaverse marketing from its inception and the role of information systems in its evolution. The analysis of literature resulted in five main emerging themes of the role of information systems in metaverse marketing research as User Experience, Customer engagement, Convergence of metaverse Technology, Design of virtual goods & experience and Global Social Interaction. The major sub-themes of the study are User Behaviors and Preferences, Branding on virtual environment, Virtual reality, Virtual wearables and Virtual Socialization. This study also reveals the emerging trends and gaps in literature that pave the ways for future research expansion in the information systems and metaverse marketing. Few of the important future research areas identified are understanding user experience, design of immersive customer engagement strategies, customer virtual presence and Security & privacy concerns of the users on metaverse platform.

Consumer-based brand equity of US domestic and global wine tourism destinations from the American market perspective

Purpose This study aims to measure and compare consumer-based brand equity (CBBE) of several US and global wine tourism destinations from an American market point of view. Design/methodology/approach An online randomized experimental design was used to assign respondents to different wine tourism destination contexts and measure their perceptions and intentions. A structured survey was designed with CBBE scale items related to the most commonly studied components of CBBE, namely, familiarity, perceived quality, image, consumer value, brand value and brand loyalty. Findings The study revealed that respondents were unfamiliar with multi-regional and global wine-growing destinations and their wines, implying that wine tourists belong to different market segments that seek different experiences. Among the US wine tourism destinations, Napa Valley is the destination with the strongest CBBE, with the highest overall ratings in all five CBBE components, on average. In terms of country-level wine tourism destinations, the US has the strongest CBBE, with the highest overall ratings in familiarity and brand loyalty. Research limitations/implications Wine tourism destination CBBE is shown to include components that may not relate exclusively to wine and variations in perceptions concerning global wine-growing regions may be associated with consumer familiarity. Future studies may include respondents from different countries to determine the generalizability of the current findings. Originality/value To the best of the authors’ knowledge, the current study is the first to assess consumer-based brand equity of wine tourism destinations in the US and globally from a US resident perspective.

Buying what matters: towards a value model allowing to implement policy preference in public procurement

Purpose The purpose of this study is to promote value as a core concept enabling innovative and socially responsible procurement. It suggests how organisations should analyse value from their own perspective and from that of their stakeholders and users, to keep pace with the expectations of today's society. Design/methodology/approach The study examines developments in recent legislation and case law of the EU as well as observed good practice. It builds on these bases and on economic and behavioural approaches to define value and embed it in the awarding framework of public contracts. Findings While traditional “prescriptive” approaches face legality and efficiency challenges as buyers must take into account societal considerations, this change of perspective allows to pursue policies in a more transparent and defendable manner. The study proposes a simple value model as a framework for such analysis. Research limitations/implications The study opens a field for further qualitative and comparative research, measuring or determining how active implementation of value approaches improve efficiency and/or lead to better fulfilment of procurement and policy objectives. Practical implications Reasoning in terms of value can be further developed into enabling measures promoting sustainable sourcing, support of local and small businesses and bonds with communities. Social implications An explicit introduction of value as a procurement enabler should help organisations to implement their sustainability policies and to better use public procurement as a strategic instrument, and even as a driver of social innovation. Originality/value In spite of the pressing practical challenges related to value in public procurement, literature on this topic is scarce and has mostly tackled the problematics from a purely legal or theoretical point of view. This paper tends to address it from different and more practical perspectives, such as contribution of procurement to governance; linking public procurement and public policy; meaning of innovation from transaction (market) perspective and its implications for tendering.

Batteries for electric vehicles: Technical advancements, environmental challenges, and market perspectives

Batteries for electric vehicles: Technical advancements, environmental challenges, and market perspectives

Can the Phenomenon of Automobile Electrification be transformed into the Development Direction of the Automobile Industry?

Internationale Automobil-Ausstellung Show in 2023 just came to an end. In April, 2024, German Federal Chancellor Scholz led a huge business delegation to visit China (China Digital Space, 2024) Germany, which has always been proud of the automobile industry and technology, has caused a heated discussion about the development direction of the automobile industry from professional automobile media to online self-media[2]. As an international student studying advanced business management expertise in Germany, the author is curious about this changes. In particular, the latest media reports show that Apple has given up pushing forward the car-building project for nearly 10 years. Subsequently, Källenius, Chairman and CEO of Mercedes-Benz Group, also said that Mercedes-Benz would no longer adhere to the original goal of fully turning to electric vehicle sales in major markets by 2030. Previously, Mercedes-Benz's pursuit of motorization was fanatical. In 2021, Mercedes-Benz proposed an all-electric strategy. The goal is that the sales of all-electric and plug-in hybrid vehicles will reach 50% by 2025. Starting from 2030, Mercedes-Benz will be basically transform into an all-electric vehicle. These developments once again aroused the author's interest in whether motorization will become the development direction of the automobile industry. Hegel, a German philosopher, once pointed out in Science of Logic that existence is a phenomenon but it is not an illusion. Illusion corresponds more to existence, and phenomenon is higher than existence with richer connotation, because phenomenon contains its own reflection and reflection of other things, and phenomenon itself also has its own internal stability contradiction. Germany is a country of rational speculation, and the appearance of any phenomenon will not affect the Germans' thinking and exploration of its essence. Similarly, from the perspective of subjective feeling and rational analysis, this paper will try to discuss the change of German automobile consumption trends from the perspective of commercial marketing, and then prove the inherent logic of some industry behind the trend. With interest in learning and thinking, the author tried to drive a fuel-powered car and an electric car by himself. One is a German Mercedes-Benz GLC 300 manufactured and sold in China. This car is very popular among middle class consumers in China. Another model that I test drive is the M9, which was launched in the fourth quarter of 2023. It was jointly developed by Huawei, a network intelligent terminals supplier in China, Energy storage battery maker called Ningde Times and Seres Veicles. According to the report of China's mainstream media, China National Radio Network, on March 19,2024, the media once again held the top five positions of luxury brands with a weekly sales volume of 86,000 vehicles, and tried out two models. Another market factor is that the sales price of these two models are in the range of 500 thousand to 600 thousand RMB.

Integrated Micro-Destination: A Conceptual Framework

The purpose of this research is to develop a different perspective on the classification of the concept of destination, which is one of the important components of the tourism sector, by introducing the concept of 'integrated micro-destination' and evaluating its importance for the tourism sector, especially concerning destinations. In the study, the concept of destination is first defined, and a new concept is developed from a marketing and competitiveness perspective based on the geographical and size criteria used in destination classifications. The theoretical framework of destination classifications is examined, and it is observed in the literature review that the overall competitiveness of a holistic macro-destination is influenced by the competitiveness within its various micro-destinations. The factors affecting the integrated micro destination concept were evaluated from both the prosody and consumer perspectives.

An analysis of Australian teacher workforce policy: Challenges and opportunities for teacher recruitment and retention

The COVID-19 pandemic has worsened the shortage of teachers worldwide. Shortages have been reported globally including in countries such as the UK, Netherlands, France, Japan, New Zealand and the United States. In Australia, persistent challenges in teacher recruitment, and retention, especially in disadvantaged schools have worsened, with rural and remote schools struggling to attract teachers, as well as urban schools in disadvantaged areas necessitating fast-tracked policy measures have been necessitated to address the teacher shortage. This paper focuses on teacher workforce policy given its prominence in the conceptualising and responding to teacher workforce shortages. The paper seeks to explore state-level teacher workforce texts with a focus on the ways workforce issues are constructed at a time of chronic teacher shortages. Utilising thematic analysis of six stated development policy texts, the paper argues state responses continue to emphasise teacher workforce planning based on a labour market perspective that prioritises teacher recruitment as the primary mechanism for addressing the teacher shortages. A delay in addressing the conditions of teachers’ work and the status of the profession as well as a notable inattention to priority areas such as hard-to-staff schools is also noted.

Analysis of the "Greenwashing" Phenomenon in the ESG Investment Environment

With the continuous development of the green financial market and the evolution of ESG reports, the corresponding "greenwashing" problems emerge in endlessly. This study takes ESG reports and enterprise greenwashing papers from 2022 as the object of analysis and reviews the research results in this field from the aspects of classification, causes, expression forms, influence and governance of greenwashing phenomena. According to the analysis. with the increasing scale of China's green finance market, the forms of greenwashing are gradually diversified. The imperfect information disclosure system, the asymmetry of market information and the more pursuit of short-term interests by enterprises are the main factors for the occurrence of greenwashing phenomenon. The impact of green analysis from consumer, corporate governance, gradually to the social and environmental level. Based on the above content, the research puts forward many governance opinions on greenwashing behavior, e.g., improving the system and unified standards from the government level as the perspective, strengthening information disclosure and news media supervision from the market perspective, strengthening internal governance from the perspective of enterprises, and improving the level of professional knowledge.

Brazilian banks risk-taking and systemic risk

This study analyzes the marginal contribution of Brazilian banks to the systemic risk. The objective is to identify whether banks that share common characteristics similarly contribute to systemic financial shocks. First, the risk assumed by a sample of listed banks is measured from the accounting, market, and regulatory perspectives. Sample banks were segregated using an unsupervised clustering model. The results were compared with the methodology currently used by the Central Bank of Brazil to segment the banking institutions. Finally, we evaluate the banking groups’ marginal contribution to systemic financial risk using ΔCoVaR. These results suggest that institutions that share similar characteristics in relation to their risk profiles behave similarly during times of greater market stress. Notably, size, geographic diversification, and liquidity were common attributes among banks contributing significantly to systemic risk during financial crises. This study advances the field of banking finance by introducing an analytical framework that goes beyond the traditional focus on bank balance sheet size, aligning with international standards for evaluating the systemic importance of financial institutions.

문화마케팅 관점에서 본 대학박물관의 활성화 방안

This study focuses on the issue of the declining status of university museums and conducts an in-depth analysis of its causes, offering alternatives from a cultural marketing perspective. Specifically, it aims to understand the perceptions and attitudes of university students and identify distinguishing features that could enhance competitiveness when compared to other museums. The ultimate goal is to elevate the status of university museums in the future. To achieve this, the study selected the Museum of Konkuk University as a case study and conducted in-depth interviews with 14 university students who had visited the museum within the past year. The results of the study are as follows: First, the perceptions and attitudes toward the university museum before the visit were generally negative or indifferent, which appeared to be due to a lack of high-quality promotion of the university museum. Second, most respondents rated the quality and engagement level of the exhibits and experiential content as average or below. Third, respondents felt that the university museum was not contributing to the university's cultural and artistic activities or regional revitalization, and they did not foresee positive changes in the future under the current conditions. Therefore, based on the responses related to the university founders, it is necessary to utilize independence movement content and introduce new technologies in the internal presentation. Additionally, online and offline promotions and product placement (PPL) through channels frequently accessed by university students should be proposed.

Unveiling the optimal configuration of impulsive buying behavior using fuzzy set qualitative comparative analysis and multi-criteria decision approach

Sudden and unplanned purchasing behavior is considered impulsive buying behavior. With the increasing popularity of social commerce platforms and shopping automation, people's tendency towards impulsive purchases has grown significantly. In this connection, the role of marketing influencers has crucially impacted the customers' purchasing decisions over the last decade. This study aims to investigate the effect of marketing influencers on impulsive buying behavior. In addition, the current study addresses a critical methodological problem by highlighting the optimal configuration provided by fuzzy set qualitative comparative analysis (fsQCA) using a multi-criteria decision approach (MCDM). Based on a survey of 672 users of live streaming commerce platforms in Malaysia, we examined impulsive buying behavior from the perspective of influencer marketing, cognitive trust, and affective trust in influencer. Partial Least Squares Structural Equation Modeling (PLS-SEM) results confirmed the influence of parasocial relationship, authenticity, expertise, trustworthiness, attractiveness, and influencer–follower congruence on impulsive buying behavior through cognitive trust in influencer, affective trust in influencer, and behavioral inertia. The fsQCA results provided 15 different configurations confirming the role of marketing influencers' characteristics in impulsive buying behavior. However, fsQCA analysis is unable to determine the optimal solution or configuration. To this end, the MCDM analysis complemented the fsQCA analysis by unveiling the optimal configuration, which was the ninth configuration. Furthermore, the combination of authenticity, expertise, trustworthiness, cognitive trust, affective trust is considered a key concept to increase impulsive buying behaviour regardless of the presence of a parasocial relationship.

Scenario-Based Analysis of High-End New Energy Vehicle User Demands

With the rise in global environmental awareness and the rapid development of new energy technologies, high-end new energy vehicles (NEV) have become an important direction for the automotive industry. Consumer demand is evolving from merely seeking a means of transportation to desiring a comprehensive experience across various scenarios, emphasizing high quality, high performance, and environmental friendliness. Understanding the characteristics and trends of high-end NEV users' demands is crucial for car manufacturers in formulating market strategies, product design, and service improvement. However, current focus is often on policies and product design, lacking analysis of actual usage scenarios. To address this gap, this article employs scenario research methods to delve into the needs of high-end NEV users, selecting typical scenarios such as urban commuting, long-distance travel, and business operations. The research indicates that high-end NEV users are primarily young, highly educated, middle-to-high income individuals who exhibit rational consumption habits. Their most common usage scenarios include commuting to work, transporting family members, and shopping. In these contexts, there is a pronounced demand for vehicle safety performance, ride comfort, and intelligent features, each showing differentiated characteristics across various user groups. For instance, female users demonstrate a particularly strong preference for comfort-related configurations, whereas married users with children have the highest demand for spacious and convenient features. Based on these insights, this paper offers targeted recommendations from the perspectives of product design and marketing.

Batteries for electric vehicles: Technical advancements, environmental challenges, and market perspectives

AbstractThe rapid evolution of electric vehicles (EVs) highlights the critical role of battery technology in promoting sustainable transportation. This review offers a comprehensive introduction to the diverse landscape of batteries for EVs. In particular, it examines the impressive array of available battery technologies, focusing on the predominance of lithium‐based batteries, such as lithium‐ion and lithium‐metal variants. Additionally, it explores battery technologies beyond lithium (“post‐lithium”), including aluminum, sodium, and magnesium batteries. The potential of solid‐state batteries is also discussed, along with the current status of various battery types in EV applications. The review further addresses end‐of‐life treatment strategies for EV batteries, including reuse, remanufacturing, and recycling, which are essential for mitigating the environmental impact of batteries and ensuring sustainable lifecycle management. Finally, market perspectives and potential future research directions for battery technologies in EVs are also discussed.

The Sustainability of Hospital Care in The Netherlands from a Labour Market Perspective: A Time Series Analysis of the Baumol Effect between 2000 and 2021

The Sustainability of Hospital Care in The Netherlands from a Labour Market Perspective: A Time Series Analysis of the Baumol Effect between 2000 and 2021

Impact of Industrial Intelligence on China’s Urban Land Green Utilization Efficiency

Against the backdrop of the fourth technological revolution, industrial intelligence (INDI) represented by industrial robots has rapidly developed. This evolution provides favorable opportunities for precise decision-making in pollution control and achieving China’s “dual carbon” goals. Previous studies have mainly discussed the economic effects of INDI from the perspective of the labor market. This study shifts its focus to examining the impact of INDI on the land green utilization efficiency (LGUE) in cities. Using the panel data of Chinese cities spanning 2009–2021, this study empirically tests the effect and transmission mechanism of INDI on LGUE. We find that urban INDI significantly enhances LGUE. In terms of its transmission mechanism, INDI drives improvements in urban LGUE through technological progress, energy structure optimization, and industrial structure upgrading. Urban infrastructure construction and financial agglomeration level can further strengthen the positive impact of INDI on LGUE. In addition, the improvement in LGUE due to INDI is more significant in non-resource-based and large-sized cities than resource-based and small and medium-sized cities. Therefore, each region should enhance the integration of intelligent technology with traditional industrial manufacturing. Doing so is essential to establish comprehensive assessment indicators that balance environmental protection and economic growth, strengthen regional information infrastructure construction, ensure steady financial flow, and support green development initiatives across regions.