Proactive Market Research Articles

Proactive market orientation towards export performance within SMEs: a comparative study between the US and South Korea

ABSTRACT Drawing on dynamic capabilities (DC) theory, this paper examines the relationships between proactive market orientation (PMO) that captures new knowledge or information for a business market and export performance through exploration innovation (i.e. radical innovation) (EOR) and exploitation innovation (EOI) (i.e. incremental innovation) in small and medium-sized enterprises (SMEs) in both the United States (US) and South Korea. As a quantitative research, data sets in each country were collected employing a non-probability sampling approach. For theoretical extension and identifying a crucial construct for export performance, partial least squares structural equation modelling (PLS-SEM) is employed, including multi-group analysis (MGA). This paper has demonstrated that PMO can influence export performance through EOR in combined data, including the US and South Korea. While PMO can affect export performance through EOR in the US, PMO cannot lead to export performance through either EOR or EOI in South Korea. For better export performance, this research proposes that SMEs in the US should keep re-shaping digital business models for EOR attributed to PMO. However, due to reliance on venture capital, both EOR and EOI should be pursued simultaneously for long-term export performance. In contrast, SMEs in South Korea should facilitate business process innovation (i.e. innovating firms) first to enhance export performance.

Drivers of digital currency adoption and their configurational impact assessment in tourism and hospitality: loss aversion under prospect theory

ABSTRACT With accelerated digitalisation in all business sectors, digital currencies (DC) are increasingly popular. This study aimed to identify the effects of central bank digital currency (CBDC) innovation characteristics and perceived risks on CBDC adoption intention in the tourism and hospitality field. This study devised a research model incorporating research hypotheses addressing CBDC customers’ perceptions of CBDC's innovative technology and risks. To test the hypotheses, data were obtained from the USA, Korea, and China. CBDC's innovation characteristics and perceived risks affected the adoption of CBDC for transactions during travel. The results have academic and practical value because they aid understanding of customers’ reactions to the new transaction system and establish proactive marketing strategies such as promotional message development to reduce perceived risks in lieu of strengthening innovative characteristics.

Evaluating The Implementation of The Newa Concept To Sustain Hotel Occupancy at Sanctoo Suites & Villas

Purpose: This research examines implementing the NEWA concept to maintain occupancy at Sanctoo Suites & Villas. The hotel industry faces significant challenges sustaining occupancy levels due to fluctuating demand and intense competition, exacerbated by the COVID-19 pandemic. The research originates from the need to enhance occupancy rates, which are critical for the hotel's success. It addresses the problem of fluctuating occupancy rates and aims to develop effective improvement strategies. Research methods: This mixed-method research employs a qualitative approach supplemented by quantitative methods and the Servqual model, conducted over six months. Data collection methods include interviews, surveys, observations, document studies, and Focus Group Discussions (FGDs) involving executive management and hotel staff. Results and discussion: The research highlights a unique marketing concept aimed at delivering new extraordinary experiences while maintaining guest satisfaction. It underscores the importance of a comprehensive approach integrating high-quality service and innovative offerings to meet diverse guest needs. This strategy enhances the hotel’s market competitiveness and ensures long-term success. Key components of the implementation include personalized guest experiences, an efficient booking system, and a proactive marketing strategy emphasizing the NEWA (Nature et al. & Adventure) concept. Implication: The findings demonstrate that implementing NEWA can significantly benefit hotel occupancy, providing valuable insights for industry practitioners.

Digital consumerism in times of crisis: exploring the shift in online shopping behaviour

PurposeThis research delves into consumer online shopping behaviour during the different phases of the COVID-19 pandemic, utilising the Theory of Planned Behaviour and the Behavioural Inhibition System.Design/methodology/approachA unique and comprehensive repeated cross-sectional methodology was meticulously employed, capturing the nuances of consumer online shopping behaviour across three distinct phases of the pandemic: the initial phase following the outbreak of COVID-19, the transition phase marked by the relaxation of restrictions, and the adaptation phase as society moved towards a new normal. The study involved a sample of 1,155 participants. Structural equation modelling was used to analyse the effects of behavioural attitudes, subjective norms, perceived behavioural control, and the moderating role of pandemic-induced consumer anxiety on online purchase intention.FindingsThe impact of behavioural attitudes on online purchase intentions increased continuously from the initial phase to the adaptation phase. In contrast, the influence of subjective norms on online shopping intentions gradually declined over the same period. During the early stages of the pandemic, consumer anxiety amplified the influence of personal attitudes towards online shopping while diminishing the impact of social pressures on the same behaviour.Originality/valueThis study’s originality lies in its nuanced analysis of how online purchase intentions evolved across different stages of the COVID-19 pandemic, integrating insights from both the Theory of Planned Behaviour and the Behavioural Inhibition System. The study offers a comprehensive understanding of the shifts in consumer behaviour over time. It enables more strategic and proactive marketing tactics in a changing environment.

UTILIZATION OF BUSINESS INTELLIGENCE IN MARKETING STRATEGY FOR BALADO SHRIMP CRACKER PRODUCTS

This research explores the integration of business intelligence (BI) tools in the marketing strategy for Balado Shrimp Cracker products, aiming to enhance consumer insights and competitive advantage in the snack industry. Through qualitative research methods, the study investigates how BI facilitates the identification and analysis of consumer preferences, purchasing behaviors, and competitor dynamics. The findings emphasize the importance of leveraging BI for data-driven decision-making, personalized marketing initiatives, and proactive market intelligence. By harnessing BI, Balado can optimize its marketing strategies, drive growth, and foster brand loyalty amidst a competitive landscape.

Proactive Market Development for Business Competitiveness of Udon Thani Province Historical and Cultural Tourism

The objective of this study is to identify the role of proactive market development for historical and cultural business competitiveness in Udon Thani Province. The problem is that the tourism businesses in Udon Thai province were failed to build the competitiveness of business in order to get a large share of the target market. To conduct this study, the questionnaire was prepared and provided to the people who are interested in tourism, and at the same time, from the employees of the tourism-related business to reach to the discussion. Therefore, the response of more than 400 individuals were collected and it was analyzed by using Smart PLS 3. Also, this study concludes that the tourism businesses should focus on business performance, and develop consumer behavior to build competitiveness in the market. Importantly, this study provides a pathway to the businesses of tourism in Udon Thani province, that is based on well understood, and not previously recognized ideas to the historical and culture-related tourism businesses, to improve their competitiveness.

SMM-маркетинг у діяльності виробників пива в Україні

Alcoholic beverage producers contribute significantly to state budget revenues. Among these beverages, beer holds a substantial share, often serving as a vital aspect of social interaction. To stimulate demand, beer producers engage in proactive marketing strategies. This article aims to examine current trends in the Ukrainian beer market, analyze the social media activities of major producers, and propose strategies for their enhancement. It has been established that military actions have had a negative impact on the markets of all goods, including the beer market, where demand and supply began to recover in the second half of 2022. However, there is fierce competition in the beer market. To strengthen their competitive positions, producers strive to build strong brands, introduce innovations, offer new product types, expand distribution networks and communication channels, engage in socially responsible business activities, and disseminate information about them using traditional and online communications. In today’s environment, social media is one of the most important channels for brand promotion and communication with the target audience. Analyzing consumer feedback on social media, studying statistics, and other parameters enable understanding what users like and what manufacturers need to improve. Research has shown that PrJSC “Obolon” and “Persha Pryvatna Brovarnya” Ltd do not pay sufficient attention to the social network Facebook, as evidenced by the low number of posts and interactions with consumers. PrJSC “Carlsberg Ukraine” surpasses these main competitors on this social network in terms of community size, number of posts, and total interactions, but lags behind PrJSC “Abinbev Efes Ukraine” in the number of posts and their shares. On Instagram, although PrJSC “Carlsberg Ukraine” has a small audience, it surpasses “Persha Pryvatna Brovarnya” Ltd in terms of community size and total interactions. The leader in this social network in terms of the number of posts is PrJSC “Abinbev Efes Ukraine”. PrJSC “Obolon” does not have its own page on the Instagram social network. Research has shown that PrJSC “Carlsberg Ukraine” is the leader among competitors in terms of community size, number of videos, and total views on the YouTube social network. PrJSC “Abinbev Efes Ukraine” does not pay attention to this social network. Measures have been developed to intensify the activities of beer producers in various social networks – Facebook, Instagram, and YouTube, and recommended topics for posts have been presented.

Sustainable Governance for Promotional Market Competitiveness in Chinese Airports after COVID-19

Like many countries, China’s airports faced severe operational challenges after the COVID-19 outbreak. However, this predicament has been better mitigated by the Chinese government’s strong support for the aviation industry. However, whether this supportive policy can ensure the sustainable development of the industry needs to be further evaluated. In order to better understand the role of government promotional policies, this paper attempts to explore the driving mechanisms behind the sustainable development performance of Chinese airports. Using the bootstrap Data Envelopment Analysis (DEA) methodology, this study evaluates the operational efficiency of 43 major airports over the period from 2015 to 2022. The efficiency scores are compared with the regional distributions of supply and demand factors, as well as the different sizes based on their annual passenger throughput. The overall operational efficiency showed a fluctuating trend of an initial increase followed by a decline due to COVID-19, with significant regional disparities in airport efficiency. Regional differences are evident, with the eastern region having the highest efficiency value of 0.719, while the central region has the lowest efficiency of 0.594. The findings show that airports in the eastern region perform the best due to the proactive market support with rapidly increasing logistics demand, while airports in the west and northeast regions supported by the strong promotional policies follow closely in terms of operational efficiency. In contrast, airports in the central region are much less efficient due to the lack of market or policy support. To analyze more precisely this conflict on the governance, further analyses show that airport size also has a significant impact on the operational efficiency. Larger airports are typically more efficient, while smaller airports are less efficient, implying the market demand is slightly better to promote the airport operational efficiency than the promotional policies. These findings help us to gain a deeper understanding of the mechanism in the sustainable governance behind the operational efficiency of airports and suggest that more market-oriented appropriate policy direction is required to enhance the competitiveness of the aviation industry. These findings offer valuable insights for policymakers and stakeholders of the developing countries as well, underlining the necessity not for supply-driven policies, but for the demand–pull efforts to optimize resource allocation and adapt to evolving market dynamics.

Retail investors’ escaping from the bottom and clustering at the top of the trend in China

This study investigates the bottom and top of the trend few researchers have focused on. Combining this with the behavior of retail investors in the unique Chinese stock market, we find that retail investors easily escape from the bottom of the trend, but cluster at the top. This finding holds after a series of robustness checks containing the other measurements of the bottom and top of the trend, the measurement of retail investors’ money flow, the trend selection of major shareholders, and the longer forecasting windows. The reasons for the retail investors’ behavior is that retail investors are stimulated by sentiment and captured by attention to buy at the top of the trend. Moreover, we find losing patience of retail investors impels the escaping from the bottom of the trend. Further analyses illustrate listed companies engaging in earnings management exacerbate retail investors’ clustering at the top and escaping from the bottom, but this issue can be mitigated through improvements in corporate governance and proactive market value management.

ANALYZING THE IMPACT OF THE INNOVATION PERFORMANCE ON HIGH-TECH ENTERPRISES: A CASE STUDY OF THE CHINESE SEMICONDUCTOR INDUSTRY

This study, which focuses on Chinese semiconductor companies, explores the relationship between government support (GS), proactive market orientation (PMO), science and technology (S&T) employees input (STEI), S&T employees management (STEM), and innovation performance (IP). In addition, existing studies examine the moderating effect of S&T employees management (STEM) on the relationship between S&T employees input (STEI) and innovation performance (IP). We obtained 324 valid samples through an email survey and utilized structural equation modeling (SEM) path analysis for hypothesis testing. The results of the analysis indicated that government support (GS), proactive market orientation (PMO), S&T employees input (STEI), and S&T employees management (STEM) exerted a positively significant effect on innovation performance. However, the moderating effect of S&T employees management on S&T employees input and innovation performance was not validated. Based on these findings, it can be concluded that Chinese semiconductor companies should utilize preferential policies of government offer. By adopting a proactive market orientation, companies can enhance communication with customers and can gain competitive advantage. In addition, enterprises should increase the number of S&T employees, and salaries and training costs. Finally, enterprises should implement the human resources strategy which can retain outstanding S&T employees.

A Marketing Strategies for Reading Promotion Activities in Academic Libraries: A Case Study of the University of Shanghai for Science and Technology

In the contemporary digital age, traditional reading habits have been compromised by digital media, a situation that has forced academic libraries to adopt proactive marketing approaches to promote reading among students and faculty. This article investigates the implementation of marketing strategies in promoting reading activities within academic libraries, taking the University of Shanghai for Science and Technology as a case study. The paper explores various marketing strategies employed by academic libraries, including market segmentation, utilization of new media platforms, and the creation of personalized content for readers. Drawing from an extensive literature review and real-world examples, the study establishes a framework for marketing reading promotion activities tailored to academic libraries. These findings underscore how effective marketing strategies can enhance user participation, expand library influence, and optimize resource utilization.

Exploration on the Transformation of Retail Finance Marketing from “Sitting Business” to “Traveling Business” in Commercial Banks —Take the “Pop-up Shop” Model of C Bank Pedestrian Street as an Example

“Sitting business” and “traveling business” are two commonly used modes in marketing practice. “Sitting business” refers to waiting for customers to come to the door, is a kind of signboard and business name to attract customers of the marketing model, such as the commercial street store model, its business characteristics and competitiveness are mainly reflected in the attractiveness of products and the quality of service in the hall. “Merchant” refers to proactive marketing customers, and now refers more to product promotion and branding based on planning and packaging, as well as marketing personnel to communicate and interact with customers outside the business premises to expand product influence and market share. It is generally believed that sitting merchants are a conventional, traditional and inefficient marketing model compared to merchants. In the operation of modern enterprises, due to the increasingly fierce market competition, the transformation from “sitting business” to “traveling business” has become the consensus of business managers, and the awareness and ability of business are gradually becoming the core competitiveness of modern enterprise marketing.The operation mode of traditional bank branches is more of a passive waiting for customers to come to the door and accept the business needs of customers, reflecting the concept of “sitting in business”. With the sudden rise of Internet finance, which has had a huge impact on traditional banking business, the banking industry has realized that there may be a “last mile” shortcoming in physical outlets in financial services, and narrowing the distance between bank outlets and customers is more about “going out”, such as developing community banks, carrying out door-to-door marketing, expanding business districts, etc., mining customer needs outside bank outlets, building “scenario-based” finance, and constantly trying to change the business model from “sitting business” to “ traveling business”.

Trade Policies and Livestock Exports

Purpose: The general objective of the study was to examine the trade policies and livestock exports.
 Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.
 Findings: The findings reveal that there exists a contextual and methodological gap relating to trade policies and livestock exports. Key findings emphasize the significance of trade agreements and regional integration initiatives in boosting livestock exports, with participating countries benefiting from increased trade volumes and streamlined regulatory standards. Additionally, the study highlights the impact of non-tariff measures, particularly stringent sanitary and phytosanitary regulations, on market access, underscoring the need for capacity-building and regulatory harmonization efforts. Moreover, trade disputes and policy uncertainties are identified as disruptors, necessitating transparent policy frameworks and risk management strategies to mitigate market volatility. Overall, the study underscores the importance of coordinated efforts to address trade barriers and enhance market access, paving the way for sustainable development and economic growth in the livestock sector.
 Unique Contribution to Theory, Practice and Policy: Theory of Comparative Advantage, Political Economy theory and Institutional theory may be used to anchor future studies on trade policies and livestock exports. One key recommendation was to diversify export markets for livestock products, aiming to reduce dependence on specific markets and mitigate trade disruptions. This strategy involved proactive market research, targeted marketing campaigns, and strategic alliances with trading partners to access new markets. Another recommendation was to invest in quality assurance systems and standards compliance to meet sanitary and phytosanitary requirements, crucial for enhancing the credibility of livestock exports. Promoting sustainable production practices was also advised, aligning livestock production with sustainability goals to enhance market competitiveness. Improving trade facilitation measures, strengthening policy coordination and stakeholder engagement, and developing risk management strategies were highlighted to safeguard the stability and competitiveness of livestock export sectors in a volatile global economy.

How does market orientation affect disruptive green innovation? The mediating role of resource bricolage

PurposeBased on the resource bricolage theory, we investigate the impact of proactive market orientation and responsive market orientation on firms’ disruptive green innovation. We also examine the impact of resource bricolage on disruptive green innovation and the mediating role of resource bricolage.Design/methodology/approachQuantitative data were collected from 232 firms in China. Structural equation modelling was used to test hypotheses.FindingsThe result show that proactive market orientation had positive effect on firm’s disruptive green innovation, whereas responsive market orientation had negative effect on firm’s disruptive green innovation. In addition, resource bricolage positively promotes firm’s disruptive green innovation. Resource bricolage played a mediating role between proactive market orientation and disruptive green innovation. Resource bricolage had a suppressing effect between responsive market orientation and disruptive green innovation.Originality/valueThis study makes up for the deficiency of the existing research on the relationship between market orientation and enterprise disruptive green innovation, improves the guidance mechanism of disruptive green innovation.

Bridging Proactive Market Orientation to Startups’ Marketing Approach: Theoretical Background and Case Studies

Rapid change of global market dynamics makes the survival of startups difficult. This study investigates the integration of startups' marketing approach with proactive market orientation in order to adapt these changing dynamics of the market. Customer orientation, new-product development, innovation orientation and competitiveness are explained as encouraging components of proactive market orientation to be robust and long-run in the in competitive environment. Case studies of the paper are involving the most innovative and valuable brands of the world as well customer-centric. The most fundamental purpose of the paper is to emphasize the importance of marketing approach through those companies’ proactive behaviors. With the continues startup culture, they can give inspirations for the early-stage entrepreneurs while designing their marketing strategies. The article presents a strategic point of view for marketing decisions based on theoretical background of the phenomenon and recommends a holistic roadmap for practitioners in the journey of entrepreneurship. It is also aimed to contribute to the literature and pioneer for the further studies.

Implementation of Business Ethics on Floating Market Traders Lok Baintan, South Kalimantan

The Lok Baintan Floating Market in South Kalimantan is an intangible cultural heritage that is one of the cultural tourist attractions in the city of Banjarmasin. The floating market has existed since the 14th century, although there has been a decline in buyers because infrastructure growth on land has shifted. But currently, apart from buyers from riverside communities, tourists also dominate. The aim of this research is to provide insight into the Islamic business ethics of floating market traders and to increase awareness among floating market traders regarding good business ethics at a time when other businesses are developing rapidly in the modern business era. This research is a descriptive qualitative type of research using field research to provide information, facts, and data regarding the business ethics of Islamic traders at the Lok Baintan Floating Market, South Kalimantan. The population of this research is floating market traders. The sample in this study used a snowball sampling technique, so that 10 main informants were obtained from traders. As for research instruments using observations, interviews, and documentation. Research finds that business ethics is well applied by traders through the principles of unity, free will, equilibrium, responsibility, and benevolence. Although on the principle of free will found ways of forcing approaches and trying to convince buyers to buy, this behavior is just as a strategy of proactive marketing in a customer-seeking approach.

Proactive Marketing Strategy: Exploring Marketing Strategies to Increase Occupancy through a Dynamic Sales Approach at Madani Hotel Medan

Marketing strategy is an important aspect in the hotel sector to attract visitor interest. The research aims to investigate the marketing strategies implemented by the Management of Madani Hotel Medan to increase occupancy rates and income at the hotel. The focus of the research includes analyzing marketing strategies carried out by the marketing team, as well as identifying the strengths and weaknesses of Madani Hotel in attracting consumers, both those staying overnight and those using meeting room facilities. The research results show that the Madani Hotel marketing team implements various marketing programs, such as Sales Calls, determining hotel rates, preparing new price brochures, promotions through print media, organizing promotional packages, sales trip activities, radio talk shows, travel and company gatherings, shipping birthday cake and souvenirs, afternoon tea with friends, telemarketing to potential contacts, and participation in MATTA FAIR in Malaysia.

Responsive to Proactive Market Orientations: Unleashing the Potential of Effectuation-Causation Blending for Business Model Innovation

Responsive to Proactive Market Orientations: Unleashing the Potential of Effectuation-Causation Blending for Business Model Innovation

Strategic Orientation and Absorptive Capacity: The Mediating Role Of Functional Conflict

"Research Aims: This study investigates the mediating role of functional conflict in explaining the effect of market orientation on the absorptive capacity of small and medium enterprises (SME) exporters in emerging markets. Design/Methodology/Approach: The data were successfully collected from 124 respondents and tested using structural equation modelling via Smart-PLS. Research Findings: The results support the notion that responsive market orientation and proactive market orientation positively influence absorptive capacity. In addition, functional conflicts serve as a quasi-mediator in the relationship between responsive market orientation and absorptive capacity. Theoretical Contribution/Originality: The export competitiveness of SMEs is the output of intangible assets of external knowledge. The ability to identify the relevant knowledge, disseminate that knowledge within the organisation and transform it into valuable products or services is pertinent. Nevertheless, firms vary in terms of the ability to develop absorptive capacity. Accordingly, previous research investigates the antecedent of absorptive capacity, but very few have looked at the role of market orientation and the conditions that influence the relationship. Managerial Implications in the South East Asian Context: Interaction with foreign importers affects SME knowledge development. Functional conflict requires open dialogues to develop meaningful outputs; as such, SMEs in South East Asia should aim to build good connections with their overseas importers. Research Limitations & Implications: The limitations of this study include the small sample size, the external condition of Covid-19 that was not included in this study and the cross-sectional approach of data collection which did not capture the dynamic nature of the firm’s capability. Keywords: Absorptive Capacity, Exporter-Importer Relationship, Functional Conflict, Market Orientation, Malaysia, SMEs"

A FRAMEWORK FOR ASSESSING WELLNESS TOURISM DESTINATION COMPETITIVENESS: A PERSPECTIVE FROM THE WELLNESS TOURISM CLUSTERS IN THAILAND

This article aims to identify the variables that determine wellness tourism destination competitiveness using a case study in Thailand. This study outlines a suggested competitiveness framework for wellness tourism destinations based on the viewpoint of wellness tourism clusters. The study’s model illustrates the different categories and components and their relationship to competitiveness. Thirteen in-depth qualitative interviews were conducted with leading experts in wellness tourism. Thematic and content analysis was used to examine the interview data using the Nvivo 12 programme. The study identified seven emerging themes that encompass factors that affect a wellness tourism destination’s competitiveness. These factors include the destination’s environment, the area’s policy and strategy to facilitate travelling and wellness tourism, infrastructure and capability to support wellness tourism, human-made resources and culture of wellness tourism, strategy and structure for healthcare services, potential for developing innovation and cooperation to build collaborative strengths and proactive marketing. The participants’ descriptions show the existence of a comprehensive framework for assessing the competitiveness of wellness tourism destinations in the Thai wellness tourism market. The concept elucidates the dynamic complexity of wellness tourism destination competition, which is believed to guarantee success for both individual stakeholders and society.