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1 – 10 of 33David Güemes Castorena and José Aldo Díaz Prado
Management of technology, technological innovation, business innovation and new product development, innovation, design and strategy, entrepreneurship innovation and leadership…
Abstract
Subject area
Management of technology, technological innovation, business innovation and new product development, innovation, design and strategy, entrepreneurship innovation and leadership strategic planning of technological innovation.
Study level/applicability
MBA.
Case overview
KidZania® is a Mexican company of family entertainment centers, founded in 1996 by Luis Javier Laresgoiti Fernández and fully developed by Xavier López Ancona. An innovative concept inspired in a fusion of nursery and theme park, KidZania®, brings together strong brands as partners to support their own and offer a complete entertainment and educational experience to kids between two and 16 years old. A unique business model, involvement of experts and a committed board of directors has been the key to the innovation of KidZania®. Its managers, by 2011, operate eight centers – two in Mexico, two in Japan and the rest in Indonesia, Portugal, United Arab Emirates and South Korea – and have plans to expand to more countries in Asia, Latin America and Europe in 2011 and finally to the USA. The future of KidZania® seemed bright, and the manager of the company believed that the growth appeared unstoppable because the purpose was to grow on 100 percent. The strategy appeared clear: dominate in the emerging and consolidated markets (big cities) in order to strengthen its competitive position and then, enter the US market with all the muscle and take the lead in the biggest market. But what was the competition going to do about it? What will the moves be for big players like Walt Disney – which had revenues of US$38.06 billion (USSEC, 2010), for example? Will the competitors try to buy the new entrant in order to build it up or to disappear it? Or will they try to imitate KidZania®? What would be the future of this new edutainment business model?
Expected learning outcomes
This case has been used in executive and MBA courses in creating and sustaining innovation, recognizing disruptive technologies, and in identifying effective methods of marketing a new innovative business model. Instructors can use the case to achieve the following two learning objectives: the KidZania® case helps students to refine their understanding of the model of disruption. They are forced to look closely at the product/service and decide whether it is a disruptive innovation or a sustaining innovation. This close examination becomes a helpful tool as students think about what decisions they would make to secure the success of the KidZania® in the entertainment market. The KidZania® case allows students the opportunity to develop their knowledge and understanding of the model “skating to where the money is”. Based on their analysis of the company and product students, must decide whether the KidZania® is a business that will produce sustained revenue and is worth investing in.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes.
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Laura Di Pietro, Bo Edvardsson, Javier Reynoso, Maria Francesca Renzi, Martina Toni and Roberta Guglielmetti Mugion
The purpose of this paper is to explore why innovative service ecosystems scale up, using a service-dominant logic lens. The focus is on identifying the key drivers of the…
Abstract
Purpose
The purpose of this paper is to explore why innovative service ecosystems scale up, using a service-dominant logic lens. The focus is on identifying the key drivers of the scaling-up process as the basis for a new conceptual framework on the scaling up of service innovations.
Design/methodology/approach
An inductive research design is used to zoom in on two innovative service ecosystems, Eataly and KidZania, to identify the key drivers that can explain why innovations scale up. For both companies, the triangulation of semi-structured interviews, archival sources and in-store observations is used as complementary data sets. Multiple investigators and multiple coders have been involved in the data collection, coding process and analysis.
Findings
An extended conceptualization of service innovation is obtained, grounded in a framework of four drivers of scaling up: effectuation as the basis for creating the value proposition; sensing and adapting to local contexts; the reconfiguration and alignment of resources and forms for collaboration between actors; and values’ resonance.
Originality/value
This study represents one of the first empirical investigations of the key drivers of the scaling up process of service innovations. The paper contributes with a conceptualization of service innovation and why scaling-up processes emerge, emphasizing the existence of multiple constellations of four drivers.
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Damien Arthur and Claire Eloise Sherman
The purpose of this paper is to investigate a marketer-sponsored edutainment centre as a consumer socialisation agent by examining effects on preference for the sponsor brands and…
Abstract
Purpose
The purpose of this paper is to investigate a marketer-sponsored edutainment centre as a consumer socialisation agent by examining effects on preference for the sponsor brands and the degree of socialisation children experience.
Design/methodology/approach
Interviews were undertaken with 16 children in their analytical stage of development as well as one of their parents immediately prior, immediately after, and one week following a part-day visit to the heavily branded edutainment centre Kidzania.
Findings
Results suggest that children did experience consumer socialisation. There was a movement in brand preferences towards the sponsored brands. The children also demonstrated advances in transaction knowledge. Specifically, significant increases were found in product and brand knowledge, shopping scripts and retail knowledge, with some children moving beyond perceptual and analytical thought and demonstrating reflective thought. In contrast, most children did not demonstrate an analytical level of advertising and persuasion knowledge.
Research limitations/implications
Findings are constrained by the children’s specific experiences and the aptitude of both the children as interviewees and the parents as observers/interpreters. Although delayed measures were used this does not necessarily confirm permanency of the effects.
Originality/value
This is the first study to date to examine a marketer-sponsored edutainment centre as a socialisation agent. Specifically, the study contributes to the understanding of this new, participatory form of marketing communications by demonstrating its value in achieving brand objectives while fostering the consumer socialisation of children.
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Charlie Mansfield and Hugues Seraphin
The issues surrounding the scholarship on children-inclusive events management are explored in depth to provide a context for this chapter. Focus then turns to the city of…
Abstract
The issues surrounding the scholarship on children-inclusive events management are explored in depth to provide a context for this chapter. Focus then turns to the city of Winchester in the United Kingdom as a case study for potential events aimed at this age group. Through a synthesis of the findings from a thorough new research study along with emerging theories in narrative and storytelling as experience co-creation, a proposed design for a new event is put forward. It is hoped that this approach in the academic literature will encourage other researchers to include innovative proposals in their synthesis and conclusions. Finally, additional considerations of integrating city branding with a wider regional branding are explored through ethnobotany. Lessons are drawn from an example of brand management based on a city event for children in Scotland.
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Cesario Armando Flores Villanueva, María del Carmen Gaytán Ramírez and Aleida Núñez García
This article examines the influence of market opportunity, risk, and distance on the choice of destination country for Mexican franchises.
Abstract
Purpose
This article examines the influence of market opportunity, risk, and distance on the choice of destination country for Mexican franchises.
Design/methodology/approach
The research hypotheses are developed under the theoretical approaches of institutional theory, agency theory, and transaction costs theory and were contrasted on the data obtained from 52 Mexican international franchisors operating in 37 countries as of 2016. This study uses linear regression with ordinary minimums using the STATA 13.1 software.
Findings
The results reveal that a larger market size, a greater level of economic freedom, and a smaller geographic distance are determining factors in the choice of destination country. No statistical significance was found in the variables GDP per capita, level of democracy and cultural distance.
Originality/value
This research contributes to the theoretical and practical field. On the theoretical side, this study integrates institutional theory, agency theory, and transaction cost theory to evaluate the factors of the destination country that influence the internationalization process of the franchise. Another contribution of this study is to apply theories and models of developed economies to the process of internationalization of franchises in an emerging economy. Additionally, this study is based on a model that considers the distance, opportunities and risks that are considered by Mexican franchisors in the selection of the international markets in which they maintain operations. This study contains important practical implications that can serve as relevant information for decision-making in the franchise sector and its internationalization. This data is valuable for new models of Mexican franchises that decide to start their internationalization process.
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Retail marketing management.
Abstract
Subject area
Retail marketing management.
Study level/applicability
Undergraduate management; MA; Master's in Business Administration and Master's in Strategic Marketing programs.
Case overview
Opening of the “Dubai Mall” in November 2008 set a new benchmark in retail history. The mall is considered the largest in the world by space and 6th largest in the world in terms of gross leasable area. The Dubai Mall is the UAE's most ambitious retail launch to date. This case examines how in today's highly competitive retail environment, added-value retailing, experiential retailing, or retailtainment has become a major component of the retail strategy mix to establish a competitive advantage. The new phenomenon of “retailtainment” has caught the momentum worldwide and success of Dubai Mall is the live example of its strategic role in the retail mix. The case also highlights the importance of “good location” in the success of retail establishments, whilst examining primary retail location theories and there relation to the phenomenal success of Dubai Mall.
Expected learning outcomes
Through this case study students will be able to: understand the roles of “entertainment” and “location” in retail mix strategy; analyse the new trend of “retailtainment” and “quality location” in creating value-added services and gaining competitive advantage in global competitive retail environment; ascertain the importance and application of “retailtainment” and “strategic location” in the real world's successful example of “Dubai Mall”; and diagnose the role of these learnt concepts in the retailing strategies practiced by other retail establishments in their cities/country.
Supplementary materials
Teaching note.
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The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s…
Abstract
Purpose
The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s demand strategy and takes into account the opinions and attitudes of Spanish nationals toward Qatar and Qatar Airways.
Design/methodology/approach
To assess this, a survey of 434 Spanish nationals from 17 different regions from four zones (North, South, Center, and East) in Spain between November 3, 2022 and November 21, 2022 was conducted using a strata sampling method.
Findings
We argue that Qatar Airways’ sponsorship of FC Barcelona serves to improve Qatar’s recognition and national reputation in Spain. We also found that there is a need for consistent sponsorship and marketing efforts in sports diplomacy to better fulfill public diplomacy aims. Overall, this paper concludes that Qatar Airways’ sponsorship of FC Barcelona positively contributes to the country’s sports diplomacy despite significant challenges.
Originality/value
The major contribution of this study to the literature is the discussion of the role of sports sponsorships in the recognition of the sponsor, which was assessed through conducting a quantitative analysis of public opinion in the sponsored team’s host country.
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Through the examination of retail space, by the end of this chapter you should be able to demonstrate an understanding of:The use of space within retailing.Lefebrve’s spatial…
Abstract
Through the examination of retail space, by the end of this chapter you should be able to demonstrate an understanding of:
The use of space within retailing.
Lefebrve’s spatial triad: perceived, conceived and lived within a retail context.
Disruption innovation and the use of retail space.
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