Search results
1 – 10 of 31Daniel Reich, Ira Lewis, Austin J. Winkler, Benjamin Leichty and Lauren B. Bobzin
The purpose of this paper is to help optimize sustainment logistics for US Army brigade combat teams, which may face challenges in transporting their assigned assets.
Abstract
Purpose
The purpose of this paper is to help optimize sustainment logistics for US Army brigade combat teams, which may face challenges in transporting their assigned assets.
Design/methodology/approach
This paper develops a simulation framework with an integrated integer programming optimization model. The integer-programming model optimizes sustainment outcomes of supported battalions on a daily basis, whereas the simulation framework analyzes risk associated with shortfalls that may arise over the entire duration of a conflict.
Findings
This work presents a scenario reflecting the steady resupply of an infantry brigade combat team during combat operations and presents an in-depth risk analysis for possible fleet compositions.
Originality/value
The risk curves obtained allow decision-makers and commanders to optimize vehicle fleet design in advance of a conflict.
Details
Keywords
Quality of life is a concern of banking customers, but it has received little attention in studies conducted within the banking context. This study aims to investigate the…
Abstract
Purpose
Quality of life is a concern of banking customers, but it has received little attention in studies conducted within the banking context. This study aims to investigate the influence of mindfulness on customers’ quality of life and the mediating role of service value, satisfaction and loyalty to the company in this relationship.
Design/methodology/approach
Three hundred banking customers participated in the survey. In this study, partial least square structural equation modeling (PLS-SEM) was used to test the relationship between the variables. Then, complementary methods were used to assess the robustness of the PLS-SEM results.
Findings
In this study, it was found that mindfulness directly influences service value, satisfaction and quality of life. Service value was also found to directly influence satisfaction. Satisfaction directly influences loyalty to the company. In addition, loyalty to the company, but not satisfaction, directly influences quality of life. However, this study did not find any evidence that service value, satisfaction and loyalty to the company mediate the influence of mindfulness on quality of life.
Practical implications
Banking marketing managers need to ensure that their customers have an impressive moment-to-moment experience with the services provided to support improving their quality of life.
Originality/value
The findings help to advance the understanding of how banks can improve their customers’ quality of life while maintaining the well-being of other stakeholders.
Objetivo
La calidad de vida es una preocupación de los clientes de banca, pero ha recibido poca atención en los estudios realizados en el contexto bancario. Este estudio pretende investigar la influencia del mindfulness en la calidad de vida de los clientes y el papel mediador del valor del servicio, la satisfacción y la lealtad a la empresa en esa relación.
Diseño/metodología/enfoque
Trescientos clientes de banca participaron en la encuesta. Este estudio utilizó la modelización de ecuaciones estructurales por mínimos cuadrados parciales (PLS-SEM) para comprobar la relación entre las variables. A continuación, se utilizó métodos complementarios para evaluar la solidez de los resultados del PLS-SEM.
Resultados
Este estudio halló que mindfulness influye directamente en el valor del servicio, la satisfacción y la calidad de vida. El valor del servicio también influye directamente en la satisfacción. La satisfacción influye directamente en la lealtad a la empresa. Además, la lealtad a la empresa, pero no la satisfacción, influye directamente en la calidad de vida. Sin embargo, este estudio no encontró pruebas de que el valor del servicio, la satisfacción y la lealtad a la empresa medien la influencia de mindfulness en la calidad de vida.
Originalidad
Los hallazgos ayudan a avanzar en la comprensión de cómo los bancos pueden mejorar la calidad de vida de sus clientes al tiempo que mantienen el bienestar de otras partes interesadas.
Implicaciones prácticas
Los directores de marketing bancario deben asegurarse de que sus clientes tienen una experiencia impresionante en cada momento con los servicios prestados para apoyar la mejora de la calidad de vida de los clientes.
目的
生活质量是银行业客户关心的问题, 但在银行业范围内的研究中, 它很少得到关注。本研究旨在研究正念对客户生活质量的影响, 以及服务价值、满意度和对公司的忠诚度在这种关系中的中介作用。
设计/方法/途
三百名银行业客户参与了调查。本研究采用偏最小平方结构方程模型(PLS-SEM)来检验各变量之间的关系。然后, 本研究使用补充方法来评估PLS-SEM结果的稳健性。
研究结果
本研究发现, 正念直接影响了服务价值、满意度和生活质量。服务价值也被发现直接影响满意度。满意度直接影响到对公司的忠诚度。此外, 对公司的忠诚度, 但不是满意度, 直接影响了生活质量。然而, 本研究没有发现任何证据表明服务价值、满意度和对公司的忠诚度可以调解心态对生活质量的影响。
原创性/价值
研究结果有助于推进人们对银行如何在保持其他利益相关者福祉的同时提高客户的生活质量的理解。
实践意义
银行营销经理需要确保他们的客户对所提供的服务有令人印象深刻的时刻体验, 以支持改善客户的生活质量。
Details
Keywords
Flavia Braga Chinelato, Cid Gonçalves Filho and Daniel Fagundes Randt
The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims…
Abstract
Purpose
The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims to demonstrate and compare video ads' value drivers on brands and sharing, determining which antecedents maximize results on each, enabling the best ad performance for advertisers.
Design/methodology/approach
A survey was conducted with 368 respondents who watched viral video ads from five global companies on YouTube. The proposed model was tested using structural equation modeling in SmartPLS4.
Findings
The results of this study demonstrated that product category involvement is essential for viral advertising. Furthermore, the entertainment value is the most relevant antecedent of sharing, but it does not affect brand equity; it is the social value responsible for brand equity.
Practical implications
Marketing managers should create ads that simultaneously generate entertainment and social values, maximizing sharing and branding effects. However, if only one of the two effects (brand/share) is achieved, then the advertiser will fail to obtain maximum performance.
Originality/value
The mainstream of viral marketing research is focused on antecedents of sharing. However, sharing is not enough to provide brand effects and return on investment of advertisement. This study reveals that different consumers’ values drive sharing and brand equity, suggesting that firms should consider a dual value generation strategy regarding the performance of viral video ads. On the other hand, this research conciliates the extant literature about the phenomena with the importance of product category involvement.
Propósito
El objetivo principal del marketing viral es influir positivamente en las marcas. Pero la mayoría de las investigaciones se refieren a las causas de que un anuncio se vuelva viral, no a su impacto en las marcas. En este sentido, esta investigación tiene como objetivo demostrar y comparar los impulsores de valor de los anuncios de video en las marcas y su viralización, determinando qué antecedentes maximizan los resultados en cada uno, permitiendo el mejor rendimiento publicitario para los anunciantes.
Diseño/metodología/enfoque
Se realizó una encuesta con 368 participantes que vieron anuncios de video virales de cinco empresas globales en YouTube. El modelo estructural se analizó mediante ecuaciones estructurales basada en mínimos cuadrados utilizando SmartPLS4.
Hallazgos
Los resultados demostraron que la participación en la categoría de productos es esencial para la publicidad viral. Además, el valor de entretenimiento es el antecedente más relevante de compartir, pero no afecta el valor de la marca; es el valor social responsable del valor de la marca.
Implicaciones practices
Los gerentes de marketing deben crear anuncios que generen simultáneamente entretenimiento y valores sociales, maximizando los efectos de uso compartido y de marca. Sin embargo, si solo se consigue uno de los dos efectos (marca/participación), el anunciante no conseguirá obtener el máximo rendimiento.
Originalidad/valor
La corriente principal de la investigación de marketing viral se centra en los antecedentes de compartir. Sin embargo, compartir no es suficiente para proporcionar efectos de marca y ROI de publicidad. Este estudio revela que los diferentes valores de los consumidores impulsan el intercambio y el valor de la marca, lo que sugiere que las empresas deberían considerar una estrategia de generación de valor dual con respecto al rendimiento de los anuncios de video virales. Por otro lado, esta investigación concilia la literatura existente sobre los fenómenos con la importancia de la participación de la categoría de productos.
目的
病毒式营销的主要目标是对品牌产生积极的影响。但大多数研究关注的是广告走红的原因, 而不是它对品牌的影响。在这个意义上, 本研究旨在证明和比较视频广告对品牌和分享的价值驱动因素, 确定哪些前因能使每一个因素的结果最大化, 为广告商带来最佳的广告效果。
设计/方法/途径
对368名受访者进行了调查, 他们在YouTube上观看了五家全球公司的病毒视频广告。在SmartPLS4中使用结构方程模型 对提议的模型进行了测试。
研究结果
结果表明, 产品类别的参与对于病毒式广告来说是至关重要的。此外, 娱乐价值是分享的最相关前因, 但它并不影响品牌资产; 对品牌资产负责的是社会价值。
实践意义
营销经理应该创造同时产生娱乐和社会价值的广告, 使分享和品牌效应最大化。然而, 如果只实现两种效果(品牌/分享)中的一种, 广告商将无法获得最大的绩效。
原创性/价值
病毒式营销研究的主流是关注分享的前因后果。然而, 分享并不足以提供品牌效应和广告的投资回报率。本研究揭示了不同消费者的价值观对分享和品牌资产的推动作用, 表明企业应该考虑关于病毒视频广告表现的双重价值产生策略。另一方面, 本研究将现有的文献与产品类别参与的重要性结合在一起。
Details
Keywords
Pernilla Derwik and Daniel Hellström
Supply chain (SC) professionals and their competence play a key role in creating value and competitive advantage for companies. A considerable amount of this competence is…
Abstract
Purpose
Supply chain (SC) professionals and their competence play a key role in creating value and competitive advantage for companies. A considerable amount of this competence is developed at work, but little is known about how this takes place. Drawing on constructivist learning theory, the authors investigate how SC professionals develop their competence at work.
Design/methodology/approach
The study takes off from a theoretical framework of workplace learning mechanisms, followed by a series of in-depth interviews with an expertise panel of profoundly competent and experienced SC professionals.
Findings
The results provide detailed insights into the learning process of SC professionals. The key findings show that SC professionals use a wide range of learning mechanisms throughout their careers, and that the contribution and complexity of these mechanisms differ and change dynamically with seniority. The findings also show that learning mechanisms should not be viewed as isolated phenomena, but closely related to every-day SCM work as well as learning attitude.
Research limitations/implications
By conceptualizing learning as a process, and congregating the fragmented literature into a framework of workplace learning mechanisms, this research provides a theoretical reference point for future studies. The empirical findings bring a new level of detailed knowledge on how SC professionals learn at work.
Practical implications
The results can assist SC professionals, HR managers and academic program leaders in their quest to develop competence in the field of SCM.
Originality/value
This paper makes a unique contribution to the human aspects of SCM literature by presenting the first study that investigates in depth the crucial but complex process of how workplace learning takes place for SC professionals in practice.
Details