Search results

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 program. They name the journey “Digital Maturity.”

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.

Digitally mature companies are more likely to be agile, experimental, risk tolerant, collaborative and learning organizations.

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.

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.

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.

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.

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.

Shows how marketing to mavens, hobbyist and rating sites can be implemented.

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.

Journalistic research.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Toward sustainable development, radical green innovation (RGI) is necessary. Despite extensive research on the factors influencing green innovation, few studies have been conducted on the precursors. Based on upper echelons (UE) theory, dynamic capability (DC) theory, “stimulus-organism-response” (SOR) theory, social information processing (SIP) theory and cognitive appraisal (CA) theory of emotion, the study explores how digital leadership (DL) affects RGI and investigates the mediating effects of green organizational identity (GOI) and the moderating effects of digital threat (DT) and technology for social good (TSG), as well as the multiple concurrent causalities that trigger high RGI.

The method of combining structural equation model (SEM) and fuzzy-set qualitative comparative analysis (fs QCA) is adopted in the study. Data from 233 questionnaires were collected at two different time points.

This study's findings indicate that the four dimensions of DL can positively influence RGI and GOI partially mediates between the four dimensions of DL and RGI. DT has a negative moderating effect between DL and GOI, while TSG is positively regulated between them, DT and TSG linkage moderates the partial mediating effect of GOI in DL and RGI. Further, fs QCA is used to analyze the causal complexity of DL dimensions and GOI to RGI and nine effective configuration paths are identified. It is found that the synergy of digital thinking ability (DTA), digital detection ability (DDA), digital social ability (DSA), digital reserve ability (DRA) and GOI is crucial to high RGI. Among them, GOI core appears the most times, indicating that GOI plays a vital role in improving enterprise RGI.

This study expands the literature on leadership and innovation by constructing a framework of “DL-GOI-RGI” and exploring the transmission of GOI and the boundary effect of DT and TSG. The study used fs QCA and SEM to better understand the statistical associations and the set relations between the conjunctions and conditions.