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Article
Publication date: 1 February 1990

Gordon Wills, Sherril H. Kennedy, John Cheese and Angela Rushton

To achieve a full understanding of the role ofmarketing from plan to profit requires a knowledgeof the basic building blocks. This textbookintroduces the key concepts in the art…

16054

Abstract

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Details

Management Decision, vol. 28 no. 2
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 23 January 2007

Soo‐Wah Low

The paper seeks to examine whether selectivity and timing performance of fund manager is sensitive to the choice of market benchmarks. The two benchmarks used are the Kuala Lumpur…

5202

Abstract

Purpose

The paper seeks to examine whether selectivity and timing performance of fund manager is sensitive to the choice of market benchmarks. The two benchmarks used are the Kuala Lumpur Composite Index (KLCI) and the Exchange Main Board All‐Share (EMAS) Index.

Design/methodology/approach

The paper seeks to employed Jensen's model to estimate the overall fund performance and Henriksson and Merton's model to separate the fund manager's investment performance into the selectivity and market‐timing components.

Findings

The findings indicate that, on average, the funds display negative overall performance with either the KLCI or the EMAS Index. In addition, there is little variation in the manager's market‐timing and selectivity performance across alternative market benchmarks. It is also reported that a manager's poor timing ability contributes significantly to the fund's negative overall performance.

Research limitations/implications

The paper employed just two market benchmarks. Inclusion of more market benchmarks in future research may provide further support for the existing findings.

Practical implications

Regardless of the market benchmarks used, the results imply that fund managers should seriously reassess their market timing efforts, given that their predictions are very often in the wrong direction than in the right direction. Such findings suggest that no economic benefit accrues to the average fund manager involved in market‐timing activities.

Originality/value

The paper provides first evidence on the sensitivity of a fund manager's separate investment components (timing and selectivity) to different specification of the market benchmarks.

Details

Managerial Finance, vol. 33 no. 2
Type: Research Article
ISSN: 0307-4358

Keywords

Content available
1878

Abstract

Details

Journal of Consumer Marketing, vol. 29 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Case study
Publication date: 16 August 2022

Ranjitha G.P., Rai Siddhant Sinha, Augustin Paul and R. Sai Shiva Jayanth

After completion of this case, students would be able to understand the challenges faced by social entrepreneurship in a time of pandemic, as well as gain a perspective of the…

Abstract

Learning outcomes

After completion of this case, students would be able to understand the challenges faced by social entrepreneurship in a time of pandemic, as well as gain a perspective of the background, history, evolution and the setup of such organizations; appreciate the role of marketing methods in tackling the challenges faced and how the management of such enterprises could use them on the ground; evaluate possible future options/pathways that could be taken in the backdrop of a pandemic and, more importantly, in a developing country context; and apply the elements of social entrepreneurship theory and suggest a way ahead for ThankUfoods (TUF).

Case overview/synopsis

TUF is a social enterprise that empowers visually and physically challenged people by using while profitably selling food products. Few years of existence, it was facing a major dilemma regarding strategies to continue its existing business and the way forward. Because of the pandemic, the traditional offline business models became redundant on which TUF was heavily dependent. At the same time, TUF had to balance providing support to its employees, staying financially afloat and upholding its parent organization’s core objectives, the India Association for Blind (IAB). IAB was founded to rescue and provide livelihood for specially abled people. TUF was formed as a sister concern that combined charitable work and profit earning to make visually challenged people self-sufficient. At this juncture, the protagonist of the case Mr Abdul Raheem, chief executive officer of TUF and vice president of IAB, approached consultants to chart the way forward. He was forced to explore novel options ranging from conceptual ones, such as setting the right objectives and revisiting mission and vision, to more operational ones, such as venturing into online space, increasing advertisements and achieving breakeven sales. This case study highlights the overall journey of TUF, the underlying constraints, the new challenges faced and the dilemma ahead. Further, it covers the context and challenges peculiar to an emerging market setting. More importantly, it provides a setting for the students to be in the protagonist’s position and ponder – how should a social enterprise functioning in an emerging market function in times of pandemic crises? If it decides to explore novel options, what should be those, how can it proceed, and what to be cautious about.

Complexity academic level

The target audience for the case study are students from MBA and BBA courses, management trainees who are interested to learn about the challenges social entrepreneurship face at the time of crisis. This case study could be used to explain concepts about social entrepreneurship, brand positioning, e-commerce marketing and decision-making in the time of pandemics/crises. The case is also suitable for senior management personnel who participate in executive education programs.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 3: Entrepreneurship

Details

Emerald Emerging Markets Case Studies, vol. 12 no. 3
Type: Case Study
ISSN: 2045-0621

Keywords

Open Access
Article
Publication date: 31 December 2013

Jung-O Ko and Jung-ran Cho

Korea and China have promoted a bilateral FTA since 2005 to upgrade their economic relationships. If the Korea-China FTA is concluded, then trade between the two countries is…

Abstract

Korea and China have promoted a bilateral FTA since 2005 to upgrade their economic relationships. If the Korea-China FTA is concluded, then trade between the two countries is likely to involve substantial changes both quantitatively and qualitatively. Offer lists submitted by Korea include steel, petrochemicals and machinery and those by China include some agricultural and marine products as well as nonferrous metals. Korea's interest in the Korea-China FTA has focused mainly on damage to the agricultural sector and there have been a lot of studies on the effects of the FTA on Korean agricultural sector. However, little is known about why China includes the nonferrous metals industry for early voluntary liberalization and its implications for the domestic economy. Nonferrous metals industry is one of China’s national strategic sectors and has a large supply excess in the country. This study targets the survey of Chinese nonferrous metals industry and trade structure and considers the problem of nonferrous metals in the context of negotiations for the Korea-China FTA and its implications for a higher-quality Korea-China FTA.

Details

Journal of International Logistics and Trade, vol. 11 no. 3
Type: Research Article
ISSN: 1738-2122

Keywords

Article
Publication date: 1 June 2002

George K. Chacko

Develops an original 12‐step management of technology protocol and applies it to 51 applications which range from Du Pont’s failure in Nylon to the Single Online Trade Exchange…

3650

Abstract

Develops an original 12‐step management of technology protocol and applies it to 51 applications which range from Du Pont’s failure in Nylon to the Single Online Trade Exchange for Auto Parts procurement by GM, Ford, Daimler‐Chrysler and Renault‐Nissan. Provides many case studies with regards to the adoption of technology and describes seven chief technology officer characteristics. Discusses common errors when companies invest in technology and considers the probabilities of success. Provides 175 questions and answers to reinforce the concepts introduced. States that this substantial journal is aimed primarily at the present and potential chief technology officer to assist their survival and success in national and international markets.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 14 no. 2/3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 13 November 2017

Bình Nghiêm-Phú

The purpose of this paper is to investigate the sensory marketing activities in an outdoor out-store shopping environment.

3008

Abstract

Purpose

The purpose of this paper is to investigate the sensory marketing activities in an outdoor out-store shopping environment.

Design/methodology/approach

The study synthesizes the existing literature to build up an integrative conceptual framework of sensory marketing from the supply-side perspective. An observational study then follows to demonstrate how sensory marketing has been implemented in an outdoor out-store shopping environment in Japan.

Findings

The study has proved that there is an outdoor out-store marketing environment where marketers use sensory cues to provide the information about their shops and products/services to their potential customers. When looking at each shop separately, the dominant sensory cues are the visual ones; however, in the outdoor out-store marketing environment of a shopping street as a whole, the combination of visual, audio, and tactile cues is a popular practice. In addition, it is observed that some outdoor out-store marketing practices are oriented toward the local cultural values.

Research limitations/implications

Implications for shopping environments management are discussed.

Originality/value

The study extends the theories on shopping environments to an outdoor out-store context, and supports the implementation of experiential marketing and context marketing.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Abstract

Details

The Exorbitant Burden
Type: Book
ISBN: 978-1-78560-641-0

Book part
Publication date: 20 June 2005

Mario Rese and Birgit Engel

The aim of both marketing theorists and resource-based view proponents is to explain the creation and the sustainability of competitive advantages (Srivastava et al., 2001, p…

Abstract

The aim of both marketing theorists and resource-based view proponents is to explain the creation and the sustainability of competitive advantages (Srivastava et al., 2001, p. 777). What has not been considered so far is the role of exploitation positions within the competitive game. The purpose of this article is to investigate the consequences of a strategy concerning the active creation of exploitation positions on the side of the customers. The reason for this is the observed tendency in several industries – elevators, paper machines, gas turbines – to actively create such positions. The underlying assumption is that this strategy leads to a competitive advantage for the initial transaction as well as to higher profits for the supplier taking into account the entire relationship. Mainly the second advantage of a higher profit depends heavily on the sustainability of an exploitation position. Therefore, this paper identifies the drivers controlling the sustainability of an exploitation position. In order to derive a broad understanding three different theoretical approaches – Transaction Cost Economics, the Resource-Based View, and Market Process Theory (Austrian Economics) – will be used to explain the effects of exploitation on the competitive position and the profit of the supplier. Finally, the outcome of this paper is threefold: First, the competitive consequences of an exploitation strategy will be identified. Second, the impact of each theoretical approach on the question of exploitation will be analyzed. Third, the integrative potential of the three different theoretical approaches will be examined. More precisely, we discuss institutional economics and information asymmetry in a truly dynamic setting and the impact of radical ignorance and alertness on the idea of isolating mechanisms. This will be done in a parallel discussion of the problems in general and along one case study which focuses on the elevator market.

Details

Competence Perspectives on Managing Interfirm Interactions
Type: Book
ISBN: 978-0-76231-169-9

Abstract

Details

Responsible Investment Around the World: Finance after the Great Reset
Type: Book
ISBN: 978-1-80382-851-0

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