Marketing Perspective Research Articles

A techno-economic perspective on 3D printing for aerospace propulsion

This work aims to provide a fresh techno-economic perspective on the use of 3D printing (3Dp) for aerospace propulsion. 3Dp has brought to the aerospace industry several improvements in various areas. Historically, it has been used to produce jigs and fixtures, surrogates, mounting brackets, and prototypes. More recently, component production by 3Dp has further evolved, permitting more design freedom, lighter structures, quicker prototyping and iteration, supply chain optimization, increased customization and personalization, improved maintenance, repair, overhaul (MRO), and innovation for better materials. 3Dp is particularly relevant to designing better, quicker, and cheaper new components that integrate into more performing systems. Looking ahead, expected developments include the increased scale of 3Dp production, further enhanced performance of components and systems, in-situ manufacturing, and integration with other technologies such as Artificial Intelligence (AI) or the Internet of Things (IoT). From a market perspective, global 3Dp in the aerospace market was valued at USD 1.76–2.66 billion in 2021, with a predicted compound annual growth rate (CAGR) of 19.4–20.23 % over the next few years. Drivers for an even larger CAGR are the expected new developments, such as hydrogen general aviation, urban air mobility (UAM), electrification of aircraft, and hypersonic commercial and military applications.

When customers strike back: examining the impact of psychological contract violation on customers' switching behaviour

Although the psychological contract has garnered attention from scholars in the social sciences, little is known about its implications from a marketing perspective. This study aims to investigate the mediating role of customer-brand disidentification between psychological contract violation and customers' switching behaviour. It represents an initial attempt to explore psychological contract violation from the perspective of the service domain in emerging economies, contributing to theoretical and practical discussions on the factors influencing customers' switching behaviour. The study utilised a quantitative-based cross-sectional design involving 399 customers from three selected pay television companies in Tanzania's media industry. Data were collected using a structured questionnaire and analysed using structural equation modelling. The findings reveal that psychological contract violation influences customers' switching behaviour when mediated by customer-brand disidentification. Consequently, if disidentification is not managed effectively, customers disengage from their relationship with the service providers and opt for alternative providers. The study suggests that service providers should proactively identify signs of psychological contract violation and implement necessary measures to address them, thereby mitigating the likelihood of customers resorting to switching behaviour.

The influence of return investment on enterprise financing cost

In this paper, the influence of return investment on the financing cost of enterprises is deeply studied, and several key factors related to it are discussed. Firstly, from the perspective of regional differences, this paper analyzes the influence of financial market characteristics, regulatory environment and tax policies in different regions on corporate financing decisions. It is found that fully considering regional differences will help enterprises to formulate financing strategies for return investment, reduce costs and improve efficiency. Secondly, by digging deep into the interaction between enterprise strategy and financing, it reveals how enterprise strategic choice shapes financing structure and its influence on financing cost. The choice of different strategies may lead to the difference of financing demand, and the synergy between the long-term stability strategy and financing cost highlights the complex relationship. Furthermore, from the perspective of global financial market, this paper discusses how enterprises can reduce costs through flexible financing by taking advantage of the opportunities of global financial market. The in-depth analysis of the factors of global financial market, such as exchange rate risk, interest rate difference and capital flow, enables enterprises to better grasp the financing opportunities on a global scale. Finally, suggestions for future research are put forward, including in-depth study of regional and industry differences, attention to the impact of emerging technologies on financing, and more interdisciplinary research methods.

Kano Model Analysis of Digital On-Farm Technologies for Climate Adaptation and Mitigation in Livestock Farming

In the EU, agriculture contributes significantly to greenhouse gas (GHG) emissions. In Germany, over half of the GHG emissions from agriculture can be directly attributed to livestock farming. To combat the progressing climate change, GHG emissions must be significantly reduced. Digital solutions, particularly decision support systems (DSS), are promising tools to assist livestock farmers in achieving the globally agreed GHG reduction goals. However, there is a lack of studies addressing DSS requirements for reducing GHG emissions in livestock on the farm level. Users’ feedback on technologies can support identifying areas for enhancement and refinement. This study identifies, categorizes, and ranks fourteen DSS features aimed at supporting GHG reduction based on their impact on customer satisfaction. A quantitative online questionnaire using the Kano model surveyed livestock farmers’ satisfaction or dissatisfaction levels with these features. Results gathered from 98 responses across German federal states highlighted the significance of data authority and integrability, with their absence causing dissatisfaction. Multi-target optimization emerged as an attractive feature, positively impacting satisfaction. Connectivity and market perspective, however, appeared indifferent. The findings guide DSS developers in prioritizing attributes crucial for customer satisfaction. It also helps to focus on must-have attributes to preserve customer satisfaction and ensure successful GHG reduction implementation.

Sensory description of beverages of intervarietal hybrids of Conilon and Robusta: Natural and fermented coffees

AbstractThis study describes the sensory profile of beverages of Coffea canephora hybrids (clones BRS 2314 and BRS 2357) in natural (N) and fermented (F) versions. Flash Profile and Temporal Dominance of Sensations were performed; physicochemical characteristics were evaluated. Increase in total titratable acidity and reduction in pH was observed with fermentation. BRS 2314 beverages had higher contents of 5‐caffeoylquinic acid and caffeine. Natural coffees were described as having brown/coffee color, coffee aroma and flavor, roasted aroma and flavor, sweet aroma, and sour taste, and presenting dominance of coffee and tobacco flavors, and bitter and sour tastes. Fermented coffees were described as full‐bodied and having non‐characteristic, fermented and herbal aromas, astringent sensation, bitter taste and bitter aftertaste, and residual flavors, with the dominance of chocolate, fermented and roasted flavors, and bitter taste. BRS 2357 beverages were characterized by bitter taste and bitter aftertaste. BRS 2314N beverage presented attributes considered positive for quality.Practical ApplicationsThe results are relevant for the coffee production chain and consumers. Intervarietal hybrids of Conilon and Robusta are grown in an area characterized by family farming and with great prospects for sustainable production (in the Rondônia/BR state, Western Amazon) and are developed to express the best characteristics of both botanical varieties, as the high potential of Robusta coffees for fine cup beverages. The hybrid clones were successfully evaluated by experts, but the results do not necessarily correspond to the consumers' insights into coffee brew quality. In addition, fermentation allows to produce beverages with different nuances. The joint use of quick methodologies for static (Flash Profile) and temporal (Temporal Dominance of Sensations) sensory descriptions provided a closer representation of the consumers' perception of those products. This information brings new market perspectives for high‐yield Coffea canephora coffees that are now going through a moment of breaking paradigms regarding quality.

Organizational learning, strategic guanxi networking, co-creation marketing strategy and B2B export performance: evidence from emerging market export venture

PurposeDrawing on the organizational learning and relational governance literature, this study aims to advance a theoretical model to explain the export performance of emerging market export ventures.Design/methodology/approachThis study selects quantitative methodology because the main objective of this study is to explore the role of export ventures’ performance (past) on guanxi networking, co-creation marketing strategies and present performance.FindingsThe empirical evidence suggests that guanxi networking and co-creation strategy can mediate the relationship between export venture performance in the preceding year and export venture performance in the following year. In addition, this study also provides some guidance for emerging market export ventures on how to build a strong guanxi networking and create opportunities for collaboration when the effect of export performance in the preceding year on current performance is absent.Originality/valueThe authors propose the inclusion of strategic guanxi networking-related factors (e.g. top executives’ ties with business-to-business customers, such as distributors in the host market) in the prior performance-current performance paradigm. The outcomes of this study also contribute to extant organizational learning theory research by integrating preceding performance research with the co-creation theory. The study offers new insights into organizational learning and relational governance from the emerging market perspective.

Fighting through the Flesch and Fog: the readability of risk disclosures

PurposeThe purpose of this study is to evaluate whether the amendments to International Accounting Standard (IAS) 39 and the introduction of International Financial Reporting Standards (IFRS) 9 enhanced the readability, and thus the quality and usefulness of risk disclosure information.Design/methodology/approachReadability analyses are performed on companies listed on the Johannesburg Stock Exchange (JSE) from 2005 to 2021. The sample period includes the period when companies disclosed information according to IAS 39 (2005–2017) and IFRS 9 (2018–2021).FindingsThe results of the analyses show risk disclosures for JSE-listed companies to be complex and difficult to understand. Furthermore, risk disclosures have become longer and less readable with the introduction of amendments to IAS 39 and the introduction of IFRS 9.Research limitations/implicationsThis study uses readability measures as a proxy for the complexity and usefulness of risk disclosures. The amount of utility a user of financial statements derives could be dependent on other factors such as the quality of disclosure, individual user background and perceptions.Practical implicationsThe results have valuable implications for the various stakeholders that make use of the information contained in financial statements. Stakeholders such as regulators and standard setters should carefully assess how accounting standards change to ensure that one of the key objectives of the IASB, namely, to provide information that is relevant, reliable and understandable, is met.Originality/valueThe results of this study contribute to the discourse on the usefulness of companies’ risk disclosures. Though, to the best of the authors’ knowledge, this is the first study to compare the readability of risk disclosures from an emerging market perspective, the results can be applied to other countries using IFRS to assess the readability of risk disclosures.

PROGRAMMES TO COMBAT THE ECONOMIC IMPACT OF THE COVID-19 PANDEMIC IN KAZAKHSTAN AND UKRAINE AND UNEMPLOYMENT

The following article presents economic programmes to combat the negative effects of the COVID-19 pandemic. The analysed programmes were undertaken by the governments of Ukraine and Kazakhstan. They contributed to reducing unemployment in both countries. The findings of Ukrainian researchers focused mainly on estimating losses in the SME sector, especially in the hotel, tourism and transport sectors. Scientific literature in Kazakhstan has focused on examining the effects of the government program to counteract the economic effects of the COVID-19 pandemic, especially from the labour market perspective (employees). The methods used in the paper include literature studies, analysis of government programmes in the combat against the economic effects of the pandemic and comparative analysis of statistical data of employed and unemployed people in Ukraine and Kazakhstan. The article focuses on identifying the countermeasures undertaken by the governments of Kazakhstan and Ukraine aimed at entrepreneurs and employees. The author also assessed the effects of the COVID-19 pandemic on the labour market, mainly in terms of unemployment. In the Ukrainian government programme, the main emphasis was placed on supporting entrepreneurs and the self-employed. The government also provided tax preferences, loan grace periods, financial support for enterprises that limited or stopped performance during the pandemic, and special financial assistance for agribusiness. The programme of the Kazakh government was addressed to entrepreneurs, self-employed and employees. The implementation of the programme in Kazakhstan did not encounter any difficulties, while in Ukraine the local authorities did not comply with the decisions of the central authorities. The closure of many businesses or reductions in working hours contributed to rising unemployment in both countries. Kazakhstan was in a more favourable situation, where a small and short-term increase in unemployment was recorded during the COVID-19 pandemic period. In Ukraine, the decline in employment in all sectors of the economy was much greater than in Kazakhstan and meant a significant increase in unemployment.

Avaliação da importância do planejamento e programação na manutenção: Um estudo de caso em uma indústria siderúrgica capixaba

The analysis of the practical performance of maintenance planning and programming tools in the area of psychological assets of a steel industry in Espírito Santo was possible through a case study. Stages of execution and supervision of activities were approached to present the interferences and gains that the area of PPC (Planning, Programming and Control) of activities provides for the entire evaluation process. The work was supported by a bibliographical research that supported all the stages discussed in this monograph. This case study has professional and academic justification, as it aligns with the market's perspective,which requires companies to be competitive, competitive and profitable. The theory was validated in industrial practice, as gains were proven (effectiveness, optimization of time and resources, customer satisfaction, among others) that were possible through the integration of a PPC cell with other stages of the process ( Origin of demand, definition of costs, execution and control of activities). The results obtained are consistent with the theoretical framework and demonstrate that it is possible to make improvements for the PPC sector (reduction of corrective maintenance, increased productivity, improvements in process flow, reduction of rework, avoided costs) in processes with an engaged PPC.

The impact of digital economy development on carbon emissions-based on the perspective of carbon trading market

This study, grounded in panel data derived from A-share listed companies in Shanghai and Shenzhen spanning the years 2011–2019, employs a panel data fixed-effects model. It scrutinizes the ramifications of digital economic advancement on carbon emissions, adopting the perspective of the carbon trading market. The investigation delves into novel mechanisms and diverse studies about carbon reduction within the realm of the digital economy. Findings indicate that in carbon trading markets, a one-unit augmentation in the level of digital economic development corresponds to a reduction of 0.417 units in carbon emissions. Regions, whether economically advanced or less developed, witness favorable impetus in carbon reduction effects. However, the latter exhibits a relatively more substantial impact, averaging a reduction of 0.589 units in carbon emissions. Mechanistically, leveraging scale effects and green technological innovation, this research identifies the overarching factor of productivity of enterprises as a pivotal regulatory determinant. The digital economy, while augmenting overall factor productivity, manifests a heightened constraining influence on carbon reduction, particularly evident in companies immersed in carbon trading markets. This study not only introduces a novel analytical perspective for a comprehensive exploration of the carbon emissions impact of the digital economy but also furnishes valuable policy insights to actively propel the evolution of carbon trading markets and carbon finance. These insights contribute significantly to the dynamic progression of policies governing carbon trading.

Quantitative Analysis and Comparative Review of Dividend Policy Dynamics within the Banking Sector: Insights from Global and U.S. Financial Data and Existing Literature

This paper presents a comparative review of academic research on dividend policies and payments within the banking sector. Dividends represent a critical area of focus due to their implications for bank capital levels, profitability, regulatory compliance, and investor signaling. The literature reviewed spans pre- and post-2008 financial crisis periods and adopts both global and emerging market perspectives. Methodologies include regression analyses, causality tests, descriptive statistics, and financial ratio computations based on regulatory filings, financial statements, and market data datasets. Key findings demonstrate the multifaceted nature of bank dividend strategies, differences across countries, shifts during crises, and complex interplays with financial health metrics. The studies find evidence that dividends provide valuable signals to investors on earnings prospects, aligning with signaling theories. However, interpreting crisis-induced behaviors warrants caution due to short-term deviations. Opportunities exist for further analysis of cross-country variances, crisis responses, and linkages to bank stability. This comparative review enhances academic comprehension of bank dividend policies' motivations, outcomes, and determinants. It highlights the need for judicious balancing of stakeholder demands for returns and growth, an increasingly crucial endeavor amidst global uncertainty.

Bi-level planning approach for incorporating the demand-side flexibility of cloud data centers under electricity-carbon markets

With the prevalence of cloud computing applications, cloud data centers (CDCs) are proliferating around the world. However, in the context of hybrid energy‑carbon markets environment, the high energy costs and environmental expenses caused by CDC operation are pressing CDC owners to restructure the future development of CDC in a more economical and low-carbon manner. The potential spatio-temporal transferability and reducibility of workloads provides CDCs with significant flexibility in their operations and thus may interact with the power grid as active demand users. Nonetheless, other than private data centers, public CDCs have no direct control over the workloads submitted by terminal cloud users. As such, this paper presents a bi-level model for CDC allocation planning, so as to incorporate cloud service-demand response (CS-DR) from the perspective of a hybrid electricity-carbon market. The upper level pertains to multi-domain resource collaborative planning model, which determines the optimum siting and sizing of CDCs as well as the incentive design for CS-DR program, with the objective of maximizing the total expected benefits of CDC. The lower level models correspond to the market clearing (electricity-carbon tariff model) of Independent system operator (ISO) and the decision-making of cloud users regarding CS-DR participation. The proposed model belongs to a bi-level mixed integer nonlinear programming problem with two non-convex lower levels, which can be intractable in mathematics. To solve such difficult problem, a hybrid solution method combining multiple linearization techniques and reformulation and decomposition (R&D) strategy based on column-and-constraint generation (C&CG) algorithm is developed. The proposed model is demonstrated on a modified IEEE 30-bus test case, and the simulation results verified the effectiveness of the proposed approach.

Segmenting, Targeting, and Positioning of Yogurt Products From the Perspective of Islamic Marketing

This study aims to explore the concept of Islamic marketing strategy and its potential role in developing halal trade and contributing towards the achievement of Sustainable Development Goals (SDGs). The research method use qualitative method, a literature review is conducted to examine Islamic marketing from a marketing strategy perspective, building on the STP framework and outlining its implications. The findings suggest that Sharia-compliant marketing can serve as an effective strategy for businesses to attract customers using halal marketing tactics in their Segmentation, Targeting, and Positioning approaches. This approach enables the business world to avoid being perceived as solely profit-driven and instead embrace social responsibility. The proposed framework can be utilized by businesses to segment the Muslim market given the cultural dissimilarities in interpreting Islam and halal. This way, companies can not only comprehend the diverse segments within Islamic interpretation, but also devise an appropriate marketing mix to cater to consumer requirements. The study's findings can be applied to Muslim marketers while using the Segmenting, Targeting, Positioning framework. Furthermore, it offers qualitative guidance for non-Muslim marketers and scholars, resolving various marketing-related concerns.

The set up process of Innovation Units: Resource development and interaction

This study observes the set-up and development process of Innovation Units in firms, exploring implications at the intra- and inter-organisational level. Methodology relies on an in-depth, qualitative single case study of an engineering firm operating in the Oil & Gas sector. The analysis identifies three phases constituting the process of developing Innovation Units (IUs); every phase requires combining interdependent intra- and inter-organisational resources, adding complexity to the whole process. An Industrial Marketing and Purchasing (IMP) perspective based on the resource interaction approach (RIA) helps in disentangling IUs’ implementation, from which theoretical and managerial implications emerge.

Improving the Quality of Maronggi Products as an Organic Food Commodity on the Home Industry in Jember

This research was carried out to improve the quality of maronggi products as an organic food commodity in home industries in Jember Regency. The business partner in the Community Partnership (PKM) program is the Maronggi Processing House which processes Moringa leaves (Mrs. Halima/Owner. From an operational perspective, this partner is still relatively simple. For business partners who process Moringa leaves, the equipment used is still manual, the manufacturing process which is still simple, it is not efficient in terms of time and energy and there is no product label and the financial management system is also not in accordance with regulations. From a marketing perspective, Maronggi Processed House uses direct selling and there is a lack of innovation such as using a marketplace (shopee, tokopedia or website ). Apart from that, in terms of packaging, it is not very attractive to consumers, so a label with a design that suits the product must be added. Then there is still no business entity that is standardized by BPOM. Maronggi house producers do not carry out the recording process according to standards due to lack of educational background and human resources. competent. This can be seen from the financial records implemented, namely that business financial management is integrated with household financial management. So, in terms of financial management, partners have difficulty knowing their financial position.

DEFINING CULTURE IN A MARKETING MANAGEMENT PERSPECTIVES

The purpose of this paper is to redefine the construct of culture both in marketing and in management perspectives. This research is focused on qualitative approach that is focused on a sound systematic literature review, and a sound documentary analysis on the construct of culture. The results indicate that culture can include several dimensions such as the aspect of religious beliefs, lifestyles, habits, and customs. Culture can also be viewed as these set of life styles, beliefs, and habits that are inherited, created, either imitated or imported by a group of individuals or a community and that govern their daily lives. The findings imply that there should be a consideration of culture for both marketing and management strategic decisions. To the best of author’s knowledge, this original research add more value to the numerous previous research papers that are focused on defining the construct of culture in a marketing perspective and in a management perspective.
 Keywords: Culture, Marketing, Management, Companies, Organizations, Africa.

Social Media Changes the Market Based on Marketing

The primary goal of this essay is to examine the effects of social media's ongoing development on the market against the backdrop of the explosive growth of MLM-based information. It focuses on comparing the success of the early traditional e-commerce online shopping media "Amazon" and "Taobao" and the success of the modern e-commerce online shopping media "TikTok." By analyzing the operation mode of "Taobao" and "TikTok" and comparing the changes of user data and transaction amount. It can be concluded that users will constantly put forward new needs with the continuous update of technology, and social media will constantly solve the needs of customers to update. This update will continue to maintain and enhance the convenience offered by social media online shopping, and continue to attract new users. From the perspective of marketing, social media constantly solves the needs of consumers and provides interactivity, which makes people more willing to purchase and evaluate products and feedback merchants through social media. For merchants, studying such topics can quickly find and use social media more in line with consumer needs to "interact" and increase their sales channels and quantity.

Empirical analysis of the relationship between carbon trading price and stock price of high carbon emitting firms based on VAR model - evidence from Chinese listed companies.

At the United Nations General Assembly, the Chinese government promised to reach the peak of carbon dioxide emissions by 2030 and achieve a relative balance between carbon dioxide production and offsetting by 2060. The research aims to explore the relationship between carbon trading prices and stock prices in various high emission industries in China and analyze the attitudes and behaviors of enterprises towards carbon trading. From a market perspective, this topic has important theoretical significance and practical value for promoting energy transformation, encouraging enterprises to reduce emissions, and controlling greenhouse gas emissions. In addition, understanding the behavior and attitude of enterprises in the carbon market is also of great significance for formulating policies and measures to develop the carbon trading market. The study used the VAR model to empirically analyze the relationship between carbon trading prices and stock prices. Granger causality test, impulse response analysis, and variance decomposition analysis are used for analysis. The research results indicate that the contribution rate of carbon trading prices in the first phase is 100%, which gradually decreases to the lowest value of 98.27% in the eighth phase. The stock price contribution rates of the water, electricity, and gas supply industries reach a peak of 0.74% in the second period and gradually decrease to 5.2% in the eighth period. The contribution rate of stock prices in other industries has gradually increased. At present, the carbon trading market in China is still in the development stage, and it is necessary for the government to adopt various policies to regulate it, including encouraging enterprises in high emission industries to increase investment in emission reduction, strengthening the supervision of the carbon trading market, providing technical support and green innovation incentives, strengthening enterprise emission reduction awareness and information disclosure.

Study on the Influence of Customized Marketing on Healthcare Consumption Behavior of the Elderly

Based on the background that China has entered an aging society, according to the topic proposed by the consumption status of the elderly around them, the research on the impact of different marketing methods on it is studied. By analyzing the characteristics of the elderly market and the problems and impacts of various marketing methods, this study designs a questionnaire based on the survey, collects information from the elderly of different ages and genders, analyzes the questionnaire data, and puts forward relevant feasibility suggestions concerning the data model. This study has great significance on the influence and development trend of the consumption behavior of the elderly. Finally, the plan for the elderly market can be provided by formulating explicit provisions to protect the consumer rights and interests of the elderly, standardize the consumer market for the elderly, establish industry norms, and protect the consumption rights and interests of the elderly. At the same time, correctly guide the consumption of the elderly, prevent the elderly from property loss or health problems, and then develop and improve the elderly consumer market from the marketing perspective.

The Impact of Population Aging on China's Macroeconomy

China's aging population is a growing concern and the country will become a super-aged society by 2050. Aging has a number of important implications for various macroeconomic indicators in China. From a labor market perspective, aging will have a negative impact on real labor supply and labor productivity in the Chinese market. And the impact on human capital will depend on the relative magnitude of its shrinking effect on educational human capital and its boosting effect on healthy human capital. From an investment demand perspective, an aging population will dampen investment demand in the Chinese market by affecting investment returns and social investment preferences. From a balance of payments perspective, aging may have a negative impact on both China's current account and international capital account, leading to a double deficit in the balance of payments. From a fiscal balance perspective, aging will increase the Chinese government's fiscal burden while decreasing its fiscal revenue, thus increasing the fiscal pressure on the Chinese government.