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1 – 9 of 9Jonathan R. Copulsky and Michael J. Wolf
This year, almost 4 million expectant mothers will receive personalized letters about infant care from a disposable diaper manufacturer. A leading manufacturer of hair coloring…
Abstract
This year, almost 4 million expectant mothers will receive personalized letters about infant care from a disposable diaper manufacturer. A leading manufacturer of hair coloring products will send trial samples to regular users of competing brands. And at supermarkets across the country, shoppers will watch personalized advertisements for cookies, toothpaste, and coffee at checkout counters equipped with video screens. In these instances and countless others, advertisers are finding new ways to communicate with their customers that capitalize on and leverage the long‐term relationship between the advertiser and consumer.
The authors of “The Digital Fallacy” are interviewed by veteran strategist David Rader. They envision digital implementation as a learning journey rather than a time-boxed…
Abstract
Purpose
The authors of “The Digital Fallacy” are interviewed by veteran strategist David Rader. They envision digital implementation as a learning journey rather than a time-boxed program. They name the journey “Digital Maturity.”
Design/methodology/approach
Explains how Digital Maturity is a way of applying digital technology – at first to promote efficiency and ultimately in creative ways to innovate new business models – an operation that continues to grow and evolve.
Findings
Digitally mature companies are more likely to be agile, experimental, risk tolerant, collaborative and learning organizations.
Practical implications
Getting started can begin with identifying leaders within the organization with characteristics exhibited by digitally mature organizations and tasking them and a team with an effort that allows them to test fast, learn fast and scale fast.
Originality/value
Companies often start by focusing on efficiency gains, then move to better use of data for decision making and then lastly to employ technology to transform their offerings and business models. The final stage is where the greatest value from digital maturity is achieved.
Bart Macchiette and Abhijit Roy
Attempts to clarify the concept of affinity and to distinguish itfrom other marketing‐related terms. Gives guidelines for differentiatingthree general levels of affinity groups…
Abstract
Attempts to clarify the concept of affinity and to distinguish it from other marketing‐related terms. Gives guidelines for differentiating three general levels of affinity groups, suggesting respective strategic implications. Offers a taxonomy for classifying sources from which types of affinity may emerge and provides a method for relating the affinity levels with the taxonomy in order to develop a marketing plan. Elaborates on future opportunities in the field.
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David Shani and Sujana Chalasani
Discusses niche and relationship marketing strategies as responsesto fragmentation of the mass market. Considers the differentperspectives of these approaches and how the two may…
Abstract
Discusses niche and relationship marketing strategies as responses to fragmentation of the mass market. Considers the different perspectives of these approaches and how the two may be integrated into an overall marketing strategy. Concludes that marketers need to move from a top‐down approach of segmentation to a bottom‐up approach of aggregating individual needs, and an integrative relationship marketing system using a customer database is a way of doing so.
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Alistair Davidson and Jonathan Copulsky
A new player has emerged to influence the buying behavior of customers – the webmaven. Marketers and product developers must take in account that webmavens now have a huge…
Abstract
Purpose
A new player has emerged to influence the buying behavior of customers – the webmaven. Marketers and product developers must take in account that webmavens now have a huge potential audience for their reviews of products and services. An active program of tracking, measuring and marketing to these influential infomediaries is likely to reduce the risk of unpleasant surprises. For many firms, marketing to mavens, hobbyist and rating sites may also prove to be a strategic and cost effective means to stimulate innovation and revenue growth.
Design/methodology/approach
Shows how marketing to mavens, hobbyist and rating sites can be implemented.
Findings
The good news for decision makers is that access to comments from webmaven websites can provide product managers with fresh intelligence on the failures and successes that customers are experiencing with their offerings. The bad news is that the negative feedback from just one or two influential webmavens can influence a brand's reputation, sometimes with the same dire effect as poor reviews in traditional media such as Consumer Reports or PC Magazine.
Research limitations/implications
Journalistic research.
Practical implications
R&D – take advantage of Internet customer and user experience to research new innovations and develop new features based upon rapid and early user feedback. Product defect tracking – track user complaints, ratings and reviewer critiques about your, competitive and leading edge or deviant product[9] usage to frame future product development. Market research – measure share of mind on the Internet, in traditional media, at rating sites, at review sites. Maven management – pay special attention to the heavily involved user and hobbyist sites.
Originality/value
Alerts managers to the power of these new market influencers and provides a how‐to guide for marketing to webmavens and other infomediaries on the Internet.
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Ahmad Fadhly Arham, Nor Sabrena Norizan, Zulkefli Muhamad Hanapiyah, Maz Izuan Mazalan and Heri Yanto
The purpose of this study is to establish the relationship between digital leadership and academic performance. It models the digitalization process, outlining why and how digital…
Abstract
Purpose
The purpose of this study is to establish the relationship between digital leadership and academic performance. It models the digitalization process, outlining why and how digital leadership is important for better academic performance. At the same time, this study examines the role of digital culture as a moderating variable in the direct relationship between main variables of the study. The study aims to expand the domain of academic performance at the university by including a much recent leadership-related aspect and organizational context of the digital culture.
Design/methodology/approach
The study opted for a descriptive study, using the survey instruments to collect the data. The sample population consisted of students currently enrolled at the Faculty of Business and Management, Universiti Teknologi MARA, Melaka, Malaysia. Based on the convenience sampling, 383 samples were drawn from the sample population. All items were adopted from previous literature, and expert feedback was obtained to examine the validity of the instruments. The data were analysed using SPSS and SmartPLS version 3.0.
Findings
This study provides empirical insights about how digital leadership is important for academic performance for the new millennials. Also, digital culture is found to provide significant moderation effect into the relationship. It suggests that universities must promote digitalization culture and embed the use of technology and digitalization into teaching and learning to cultivate a more effective learning process among university students. This is important as elements of digital leadership, including adaptive role, attitude, digital competency, digital skill and inspirational role, are found to significantly contribute to academic performance.
Research limitations/implications
This study only focuses on samples taken from one of the faculties in one campus, thus limiting its scope. Future research is encouraged to replicate the same study setting to include larger sample size from different faculties, or perhaps from different universities. These propositions could help to better generalize the research findings on the practice of digital leadership on academic performance in the country. However, this study established a digital leadership model that can be applied to undergraduate students at the universities. Also, the inclusion of digital culture can strengthen the learning process.
Practical implications
This study includes implications for the development of digital leadership attributes and promoting digital culture within the university students and environment for engaging in a better academic performance. Digital leadership is found to be an important criterion of academic performance in this digital age society, and cultivating digital culture enhances students’ academic performance. These findings shall prompt the university to actively engage in fostering digitalization culture within the university. Also, the top management of the university should inform the students to be adaptive and cultivate the attributes of digital leaders, as their readiness to cope with the technological change has significant positive impact on their academic performance.
Social implications
It is important to ensure that the future graduates that are being produced are ready to take on more challenges as digital leaders in the digital society. This might accelerate the country’s initiatives and efforts towards becoming a developed nation. Thus, investing in oneself to become digitally literate and competent might not only influence their academic performance, but they will also be equipped to fulfil one of the expectations of future employers of potential graduates, which is possessing digital leadership.
Originality/value
Digitalization is not only about the technology. It is about the people too. As the study on digital leadership is still in its infant stage, this study is unique as it is among the earliest to establish digital leadership constructs within the context of Malaysia. It informs the university that digital leadership provides significant contribution to academic performance. Thus, the university is encouraged to nurture digitalization, not only in the teaching and learning but also with the people within the university environment. Determining the right programs and plans for the curricular will help students to develop digital leadership attributes more effectively. Finally, improving digitalization among its students and culture is important, as these elements provide significant effect towards academic performance.
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