Sustainable Marketing Strategies Research Articles

APPLICATION OF SWOT ANALYSIS AND MILKSFISH TRADING STRATEGY IN INDONESIA

Milkfish is the leading fishery commodity in Indonesia, so there are many people who clear land for milkfish cultivation. Milkfish has a specialty because of its high nutritional and nutritional content. In the national fishery sector, aquaculture plays an important role with the average national milkfish consumption level of 1.40 kg/capita with market absorption at the household level of 352,718 tons. In milkfish cultivation, various preparations and good considerations are needed. SWOT analysis is the right method to see the development of aquaculture trade in Indonesia. through SWOT analysis is able to provide the concept of strategic planning on the results of the analysis of the company's strategic factors (strengths, weaknesses, opportunities and threats). With the strategy, the trade system will facilitate mobilization activities to facilitate channels and can provide more satisfaction to consumers. However, in marketing fishery products, various specific problems are faced because they are caused by the characteristics of fishery commodities. Therefore, a sustainable marketing strategy is needed to improve the economy and welfare for them.

Is doing right all that matters in sustainability marketing? The role of fit in sustainable marketing strategies

As firms seek to compete in an ever-changing environmental landscape, they are increasingly focusing their efforts on corporate social responsibility, in particular sustainable marketing strategies. The present research utilizes contingency theory to examine sustainable marketing strategies as they relate to consumer perceptions of fit. Multiple methods are used to examine consumer perceptions of sustainability fit. First, a qualitative pretest of 88 MBA students is conducted, followed by a scenario-based survey via an online panel of 546 participants. Additionally, an experiment consisting of 185 consumers provides further evidence of support for the impact of sustainability fit on consumer perceptions and firm performance. Collectively, the results suggest that consumer perceptions of fit are an important antecedent of organizational outcomes.

DIVERSIFICATION AND INNOVATION OF TEMPE PROCESSED PRODUCT’S TO IMPROVE COMPETITIVENESS IN SMALL AND MEDIUM-SIZED ENTERPRISES TEMPE BUSINESS IN MEKAR BARU VILLAGE

At the moment, many small and medium-sized business actors are either pursuing or even starting a business within the realm of small and medium-sized cottage industries. The UKM of Tempe Mekar Baru is a forerunner in service-oriented commercial enterprise. It is in the Kabayan Village of the Mekar Baru Village of the Kopo District of the Serang Regency of the Banten Province. This business is owned by Mr. Wasis, who also serves as the president. One of the most significant activities contributing to the economy is the production of tempe. However, there are stumbling blocks in tempeh production that eventually become problems. The main issue for tempe artisans is the fluctuating demand for tempe, which is caused by many factors that cause a lack of buyer interest in tempe itself, which in turn causes some tempe to be damaged and not sold, resulting in a decline in sales. Therefore, it is necessary to innovate the product to transform processed tempe into an innovative product and foster sustainable business development. This Product Knowledge Management (PKM) has been developed to innovate processed tempe products, diversifying tempe products. And it is increasing the production capacity of processed tempe with numerous variants of processed products, including Tempe chips, Tempe egg rolls, Tempe nuggets, and others. This PKM utilizes mentoring activities, increases production capacity, introduces the market share of processed tempeh, and integrates e-commerce marketing into the activity evaluation stage. These are the method or approaches that took. In this PKM program, the anticipated results include an increase in the total number of sales, production, and the development of a method for the Mekar Baru UKM to maintain a sustainable marketing strategy for the tempe that it processes to the next step

Pemberdayaan UMKM Melalui Pelatihan Strategi dan Desain Marketing serta Optimalisasi Layanan di Majapahit Food Centre Era New Normal Pasca Pandemi COVID-19

The purpose of this training is to increase the knowledge of students during “new normal” era through training on sustainable marketing strategies. They are expected to survive and to produce product or service competitiveness that is able to compete in competitive competition. In addition, training is carried out to provide added value and increases various marketing mixed strategies which include 4P’s (Product, Place, Price and Promotion).
 The method of implementing this service program is carried out by early identification who are related to the problems and obstacles faced by students. Therefore, both parties carry out the program by three steps which are preparation of materials, training or socialization, and recommendations.

Employee Involvement and Socialization as an Example of Sustainable Marketing Strategy and Organization’s Citizenship Behavior: Empirical Evidence from Beirut Hotel Sector

In recent years, environmental consideration and notion of sustainability has gained extensive attention on global scale from political aspect to businesses and social means. It has been the core concept of development for organizations in different industries in an increasing manner. As tourists tend to be more aware regarding environment and impact of human activity on nature, it becomes more important to include sustainable measures so that firms can remain competitive in the market and attract new customers. The current research examines the relationship between sustainable marketing orientation deployed by organizations operating in tourism sector (i.e., hotels) and employees’ extra-role behavior in form of organizational citizenship behavior. Furthermore, indirect effects of employees’ socialization and involvement are examined to provide a better understanding on related factors. Gathering data from hotels of Beirut, 218 employees participated in the research and PLS-SEM yielded significant results, stating that the variables are vital for positive behavioral outcomes within the hotel industry. The results can be beneficial for scholars and practitioners in tourism sector alike.

Effects of Marketing Strategy on Banks’ Performance

The purposes of this study are to determine the relationships that exists between banks’ marketing strategies and their performance, and to establish the mediating role of customer satisfaction in this relationships. To achieve these purposes, interview data, which were subsequently analyzed by using thematic analysis method, were collected from a sample of sixteen bank marketing managers - who were selected through quota sampling technique. On top of this, survey data were gathered from two hundred and thirty eight bankers who were selected through simple random sampling technique. Finally, descriptive, correlation, and regression analyses of these data were conducted by using SPSS v25; Sobel test method was used to test the statistical significance of the mediated effect of banks’ marketing strategies upon their performance; and, bootstrapping method was used to test related hypotheses. Accordingly, the results of qualitative analysis, among other things, show that failures on the part the country’s financial regulatory body in issuing legal instruments and failures on the part of the banks are the main reasons for the deficiencies in the country’s banks marketing strategies and mixes. In addition to these, the results of quantitative analyses confirm that banks’ marketing strategies have statistically significant direct and indirect effects upon banks’ performances; customer satisfaction has statistically significant direct effect upon banks’ performance; and, the mediated effects are partial mediation only. Therefore, these findings are highly important, and have useful implications for the country’s bank executives, policy makers, academics, and financial regulatory body. Keywords: Product, Pricing, Distribution, Communication, Customer Relationship, Sustainability Abbreviations: CS = Customer Satisfaction, BPR = Banks’ Performance, PS = Product Strategy, PRS = Pricing Strategy, CMS = Communication Strategy, DS = Distribution Strategy, CRS = Customer Relationship Strategy, SMS = Sustainable Marketing Strategy DOI: 10.7176/EJBM/14-13-01 Publication date: July 31 st 2022

Sustainable marketing strategies and challenges in tourism business

Marketing services and goods to village generally referred as Sustainable marketing. By adding the term agricultural marketing its scope can be extended, that focus the production flow from Sustainable to urban areas. Leading to exchange between urban and Sustainable market the Sustainable marketing include distributing Sustainable specific product, price, Sustainable specific service, developing process and promotion. Sustainable marketing focus on achieving the goals of organization and satisfying the demand of customers. Due to recent increase in the Sustainable incomes for a concentrated marketing the Sustainable marketing offer a great scope. The Sustainable marketing is a great part of any economy and it has a huge potential, this is why marketers recently realized a great opportunity in this developing concept.

How to protect your money in the face of rising inflation

How to protect your money in the face of rising inflation

Customer segmentation using k-means clustering for developing sustainable marketing strategies

Sales and marketing is the indispensable department of an organization which leads to the generation of revenue and building customer relationship. Marketing is the process of finding the potential customers and sales is the process of converting those potential customers into real customers. Hence, it is imperative that marketing and sales go hand in hand. Developing marketing strategies needs proper market research which can cover the relevant pointers like demographics, culture, spending power, income and many more. The process of segmentation, targeting and positioning (STP) is carried out to develop marketing and sales strategies. STP is done by collection of the marketing intelligence. For this process, surveys are also used but data mining has far more effective and better results so far. Organizations tend to take risk because of the importance and relevance of the marketing and sales department. Most of the budget in the organizations is allocated for marketing and promotional activities. For making data-driven and accurate decisions, data mining is used in various fields to extract valuable information and patterns. This paper discusses the use of the data mining concept on marketing. This paper aims to analyze marketing data with k-means data mining clustering techniques and to find the relationship between marketing and k-means data mining clustering techniques.

Sustainable Marketing Strategies as an Essential Tool of Business

AbstractHow can business respond to the challenge that Greta Thunberg has presented to world leaders? Sustainable marketing, as part of a larger strategy of meeting sustainable goals, is one way. It has become an important practice in the 21st‐century business world. Without a healthy society and environment, economies will fail, and businesses will die with them. Thus, companies increasingly realize that investing in social and environmental improvements not only adds to their credibility; it also increases their long‐term profitability. Consumers expect companies to develop sustainable marketing strategies. But it is difficult for companies to keep up with these rising expectations. As a result, there is often a gap between sustainable marketing efforts and consumer demands. Those demands can be unrealistic in terms of the cost of compliance and the time required to alter production processes. Sustainable marketing makes sense only as part of a strategy that will guide all of the actions of a business, not just product development, sales, and marketing. Since governments are slow to take up the challenge offered by Greta Thunberg, the future of the planet depends on the actions taken by companies to protect the environment and create a better society.

Xenocentrism and Consumer Buying Behavior: A Comparative Analysis of Malaysian vs. Nigerian Consumers

Across the globe, xenocentrism has emerged as a critical concept for understanding the behavior of consumers towards the purchase of local and foreign products. In line with this context, and based on samples collected from Malaysia and Nigeria, this study analyzed the direct effects of xenocentrism on the buying behavior of consumers towards imported products with perceived product quality, purchase intention, and product attitude as the variables used to measure consumers’ buying behavior. XSCALE was used to measure xenocentrism, and the research model was analyzed with the partial least squares form of structural equation modeling. A total of 400 responses were gathered from Malaysia, whereas 453 responses were gathered from Nigeria. Findings from the investigation show that xenocentrism has a positive influence on perceived product quality (Malaysia = 46.7%, Nigeria = 35%), purchase intention (Malaysia = 46%, Nigeria = 47.3%), and product attitude (Malaysia = 39.2%, Nigeria = 38.4%), Based on these findings, this study concluded that xenocentrism is a valid construct for assessing the purchase behavior of consumers in Malaysia and Nigeria towards foreign products competing in their local markets. On the same note, the findings from this research can be used to develop sustainable marketing strategies suitable for xenocentric consumers across Malaysia and Nigeria (in particular), and the entire developing economies (in general).

Evaluate the sustainable marketing strategy to optimal online leasing of new energy vehicles under the background big data economy

PurposeUnder the big data background, there are many influencing factors for investors of new energy vehicles (NEV), and government subsidies promote the sustainable development of the new energy vehicle industry. Therefore, the purpose of the study is to provide solutions for the sustainable development of NEV.Design/methodology/approachThe sustainable marketing strategy of NEV in China is put forward. This paper first analyzes the subsidy policy effect of NEV under the background of big data. It then establishes the online optimal leasing strategy under multiple strategy choices and the online leasing strategy of multiple vehicles under the inflation market.FindingsWith the fixed cost of NEV in each lease period, the optimal competition ratio of online decision-makers will continue to decrease with the increase of the difference between prepaid funds and government subsidies. In the decision-making of renting and purchasing multiple vehicles, the general strategy competition ratio is 2.922, while the optimal competition ratio of the online renting and purchasing strategy proposed by the research is 2.723.Research limitations/implicationsThe research is limited by the limited data and information collected, so the optimal decision-making model has some limitations. The authors need to find more representative data to optimize the model.Practical implicationsAs an emerging industry, NEV have developed rapidly in recent years. Based on the online algorithm and competitive ratio theory, this paper solves the decision-making problem of operators and gives the optimal strategy to promote the green development of the new energy vehicle industry.Originality/valueThis paper proposes the optimal strategy for online investors of new energy vehicle operators by combining online algorithm and competitive ratio theory. The numerical analysis results of the optimal online model under multi strategy selection show that with the same difference between prepaid funds and government subsidies, the time point will be delayed and the time point will be advanced as the cost of leasing NEV in each period increases.

Consumers’ Active Reaction to Brands Taking Stands on Public Issues on Twitter

With the growing interest in sustainability, brands increasingly use social media not simply to advertise their products but also to share their positions on ongoing public issues. This study investigates the effect of public-issue posts on consumers’ active reactions and provides comparisons between two samples—public-issue posts and all Twitter posts. After collecting data from Twitter based on tweets from official sportswear brand pages, we find that public-issue posts have a positive influence on consumers’ active reaction (i.e., number of retweets, number of quotes, number of replies, and post-social search behavior). Moreover, the effect of brand activeness, which is brand social activity on Twitter, and media type (photo or video presence in a tweet) are included in the analysis. With user engagement in the public-issue post sample, the effect of the media type is not significant, whereas the effect of brand activeness is significant. This study aggregates literature on brand activism and environmental, social, and governance (ESG) criteria to propose a measurement for a public issue in a single post rather than at the corporate level. The results of this study are useful for brands of all scales taking sustainable marketing strategies and aiming to improve interactions with consumers on Twitter.

Pro-environmental purchase intention towards eco-friendly apparel: Augmenting the theory of planned behavior with perceived consumer effectiveness and environmental concern

ABSTRACT The textile industry has emerged as a major pollution source owing to a rise in carbon footprint, the spike in greenhouse gas emission, and increasing landfill waste. Sustainable fashion has become a new style statement and industries are shifting their orientation towards environment-friendly manufacturing. The theory of planned behavior (TPB) model was employed with environmental concern, personal moral norms, and perceived consumer effectiveness to better predict the eco-friendly apparel purchase intention of educated Indian youths. Variance-based partial least square-structural equation modeling (PLS-SEM) was applied to evaluate the hypothesized model. Findings indicated that perceived behavioral control has a strong significant positive influence on purchase intention followed by personal moral norms, attitude, and perceived consumer effectiveness. Environmental concern was found to have an indirect effect on purchase intention through three primary TPB variables and personal moral norms. Multi-group analysis (MGA) was performed to examine the moderating effect of perceived consumer effectiveness on an attitude–intention relationship. The highly perceived consumer effectiveness group was shown to have a more consistent attitude-purchase intention relationship as compared to the low-perceived consumer effectiveness group. The study promulgates insights to professionals and policymakers to formulate sustainable marketing strategies and policies to cope with the indigenous market conditions.

A Comprehensive Literature Review on Impact of Using Sustainable Marketing Strategies on Consumer Purchase Behavior during the COVID-19 Pandemic Period

A Comprehensive Literature Review on Impact of Using Sustainable Marketing Strategies on Consumer Purchase Behavior during the COVID-19 Pandemic Period

Is Doing Right All that Matters in Sustainability Marketing? The Role of Fit in Sustainable Marketing Strategies

Is Doing Right All that Matters in Sustainability Marketing? The Role of Fit in Sustainable Marketing Strategies

Integrating employees, customers and technology to build an effective sustainable marketing strategy

Integrating employees, customers and technology to build an effective sustainable marketing strategy

Integrating employees, customers and technology to build an effective sustainable marketing strategy

Primarily, green marketing concentrates on delivering value to existing and future prospects with special focus on impact of delivered product in the environment. Undoubtedly, sustainable marketing is an approach to build relationship with the existing and future customers, and it is one of the important aspects where marketers need to think at strategic level. Since the last decade, businesses have started selling and promoting eco-friendly products to save environment, resources, and society. This study examines the role of employees, customers, and technology for sustainable marketing. It will also identify the contribution of each element in sustainable marketing practices. The findings of this study show that technology is the most important contribution of sustainable marketing whereas the roles of employees are minimum. Employee's support and technological advancements improve several aspects of sustainable marketing approach. The implications of this study are discussed.

The impact of sustainability on marketing strategy and business performance: The case of Italian fisheries

AbstractIn the last years, sustainability has become a successful, relevant, critical factor in several food industries. The adoption of a sustainable marketing strategy contributes positively to changes in society in terms of environmental, social and economic development. The relationship between sustainability and business performance has been widely debated in management and organisational studies. However, despite its importance and relevance, fishery sustainability has not been systematically considered by scientific studies. This paper identifies and analyses the critical factors that describe the propensity towards sustainable development for large companies within the Italian fishery sector. For this purpose, the relationships among the following latent variables were analysed: sustainable social behaviour, sustainable environmental behaviour, sustainable marketing, and return on investment. A theoretical research model has been proposed and empirically tested using a methodology based on structural equation modelling.

Connecting Sustainable Marketing and International Marketing Strategy Standardization/Adaptation: Research Opportunities

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