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The learning outcomes of the study are to analyze the launch of a new business line for Trend at the commercial and market levels; identify the potential of the green consumer in Peruvian emerging market; and apply strategic tools to analyze the viability of launching a new business line in a new market.

José Luis Galindo planned to launch a new line of toilets in the Peruvian market called EcoTrend, based on the analysis of the responsible consumption trend and the presence of a new green consumer. Therefore, he carried out a series of studies and estimates to define the feasibility of the value proposition of his ecological toilet. However, Galindo doubted if these studies and estimates were enough to carry out the launch and commercial success of the EcoTrend line. Galindo, founder and current general manager of a company called Cerámica Industrial Trend S.A.C, is broadly knowledgeable about the construction sector in Peru and has more than 30 years of work experience in the ceramic bathroom fixtures industry. Throughout his professional career, Galindo has managed three of the leading bathroom fixture companies in Peru. However, it was when he started Trend, a company focusing specifically on the manufacture of toilets, that his dream of becoming an entrepreneur came true. Trend is focused on its one-piece toilet line. These toilets are characterized by their high-quality workmanship, which is achieved through the efficient and distinctive production process of Trend’s workforce. The workforce stays on its toes due to constant, thorough training, a key to Trend’s market competitiveness. In addition, the new EcoTrend line sowed in Galindo uncertainty in the commercial viability because the product was new in the market and was going to bring a great challenge.

Depending on the scope of the course, different teaching objectives could be oriented toward entrepreneurship, management sciences, strategy and green marketing. The case can be used to teach higher level undergraduate marketing and management courses.

Teaching notes are available for educators only.

CSS 8: Marketing.

This work aims at designing an indicator for detecting and forecasting price volatility and speculative bubbles in three markets dealing with agricultural and soft commodities, i.e. Intercontinental Exchange Futures market Europe, (IFEU), Intercontinental Exchange Futures market United States (IFUS) and Chicago Board of Trade (CBOT). This indicator, designed as a demand/supply odds ratio, intends to overcome the subjectivity limits embedded in sentiment indexes as the Bull and Bears ratio by the Bank of America Merrill Lynch.

Data evidence allows for the parameter estimation of a Jacobi diffusion process that models the demand share and leads the forecast of speculative bubbles and realised volatility. Validation of outcomes is obtained through the dynamic regression with autoregressive integrated moving average (ARIMA) error. Results are discussed in comparison with those from the traditional generalized autoregressive conditional heteroskedasticity (GARCH) models. The database is retrieved from Thomson Reuters DataStream (nearby futures daily frequency).

The empirical analysis shows that the indicator succeeds in capturing the trend of the observed volatility in the future at medium and long-time horizons. A comparison of simulations results with those obtained with the traditional GARCH models, usually adopted in forecasting the volatility trend, confirms that the indicator is able to replicate the trend also providing turning points, i.e. additional information completely neglected by the GARCH analysis.

The authors' commodity demand as discrete-time process is capable of replicating the observed trend in a continuous-time framework, as well as turning points. This process is suited for estimating behavioural parameters of the agents, i.e. long-term mean, speed of mean reversion and herding behaviour. These parameters are used in the forecast of speculative bubbles and realised volatility.

This paper seeks to demonstrate the value of using social media to capture fashion trends, including the popularity of specific features of clothing, in order to improve the speed and accuracy of supply chain response in the era of fast fashion.

This study examines the role that text mining can play to improve trend recognition in the fashion industry. Researchers used n-gram analysis to design a social media trend detection tool referred to here as the Twitter Trend Tool (3Ts). This tool was applied to a Twitter dataset to identify trends whose validity was then checked against Google Trends.

The results suggest that Twitter data are trend representative and can be used to identify the apparel features that are most in demand in near real time.

The 3Ts introduced in this research contributes to the field of fashion analytics by offering a novel method for employing big data from social media to identify consumer preferences in fashion elements and analyzes consumer preferences to improve demand planning.

The 3Ts improves forecasting models and helps inform marketing campaigns in the apparel retail industry, especially in fast fashion.

The UAE is among the fastest-growing facilities management (FM) markets globally. Nevertheless, conclusive evidence on this market is scarce in the literature. Therefore, this paper aims to provide an in-depth insight into the FM market in the UAE.

Fourteen interviewees were purposively selected to provide insight into FM status through their field experiences. A SWOT analysis of their answers held place.

Interviewees revealed that the main trends of FM in the UAE include interests in sustainability, integration of technology, health and safety, outsourcing FM, switching to total facilities management (TFM), and performance management systems use. Besides, the quality of the service in the FM market is driven by the real-estate boom, services sophistication, the increasing awareness of FM and focus on the quality of services. Furthermore, the interviews found that the recruitment of poorly skilled labors can threaten the FM market to meet the allocated budget, misperception of FM, the value of money, the lack of continuous follow-up with recent advancements in technologies and the lack of performance measurement models.

This paper highlights the major trends, drivers and threats of the FM market in the UAE, and the implications of its findings can direct FM organizations and researchers in their practices.

Health-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services for a better health outcome and guide them throughout their health-care journey to achieve a higher quality of life. The purpose of this study is to understand the progress and trends in healthcare marketing strategy (HMS) literature between 2018 and 2022, with a special emphasis on the pre- and post-Covid-19 periods.

The authors examine 885 HMS-related documents from the WOS database between 2018 and 2022 that were extracted using a keyword-based search strategy. After that, the authors present the descriptive statistics related to the corpus. Finally, the authors use author co-citation analysis (ACA) and bibliographic coupling (BC) techniques to examine the corpus.

The authors present the descriptive statistics as research themes, emerging sub-research areas, leading journals, organisations, funding agencies and nations. Further, the bibliometric analysis reveals the existence of five thematic clusters: Cluster 1: macroeconomic and demographic determinants of healthcare service delivery; Cluster 2: strategies in healthcare marketing; Cluster 3: socioeconomics in healthcare service delivery; Cluster 4: data analytics and healthcare service delivery; Cluster 5: healthcare product and process innovations.

This study provides an in-depth analysis of the advancements made in HMS-related research between 2018 and 2022. In addition, this study describes the evolution of research in this field from before to after the Covid-19 pandemic. The findings of this study have both research and practical significance.

To the best of the authors’ knowledge, this is the first study of its kind to use bibliometric analysis to identify advancements and trends in HMS-related research and to examine the pattern before and after Covid-19 pandemic.

This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.

The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis.

The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline.

The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field.

Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.

To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.

This paper aims to examine the influence of Covid-19, current war and other factors on the dynamics of real estate prices in Ukraine from 2019Q2 to 2022Q4. More specifically, the authors examine the extent of the influence of Covid-19 and war on the real estate market in Ukraine.

The authors monitor and accumulate information flows from the existing real estate market with their subsequent in-depth math-stat processing to examine dynamics and drivers of Ukrainian real estate prices evolution.

The study finds that the Ukrainian residential property market has experienced an average growing trend from June 2019 to December 2022, despite the strong influence of pandemic and war. The analysis shows that the impact of these factors varies across different regions and property types, with some areas and property types being more affected than others. The study also identifies the main drivers of the market evolution, including cost-sensitive factors such as floor level, overall area, housing conditions and geographical location.

This research is oriented to analyze evolution of residential property market in Ukraine in 2019–2022 years characterized by influence of such disturbing factors as pandemic and military actions.

Results gained are essential for any type of Ukrainian residential market analytics implementation including but not limited to investment analysis, valuation services, collateral, insurance and taxation purposes, etc. In broader sense, it can be also useful for comparison with same type market development in other geographical arears.

Initial data base collected and constantly monitored covers all different regions of the country that gives a broad view on the overall market development influenced by pandemic and war.

The lack of a reliable database of the purchase and sale of residential properties remains one of the biggest obstacles in obtaining reliable data on their market value. This considerably complicates the process of carrying out a valuation and reduces the accuracy and reliability of the results of such work. This is especially important for market which evolves in times of unrest being influenced by such strongly disturbing factors as pandemic and military actions. The originality of the study lies in the development of a complete probabilistic processing of the initial database, which provides a reliable and accurate assessment of the market evolution. The results achieved could be used by various stakeholders, such as property owners, investors, valuers, insurers, regulators and other interested customers, to make informed decisions and mitigate risks in the turbulent Ukrainian real estate market.

Because the dynamic characteristics of the stock market are nonlinear, it is unclear whether stock prices can be predicted. This paper aims to explore the predictability of the stock price index from a long-memory perspective. The authors propose hybrid models to predict the next-day closing price index and explore the policy effects behind stock prices. The paper aims to discuss the aforementioned ideas.

The authors found a long memory in the stock price index series using modified R/S and GPH tests, and propose an improved bi-directional gated recurrent units (BiGRU) hybrid network framework to predict the next-day stock price index. The proposed framework integrates (1) A de-noising module—Singular Spectrum Analysis (SSA) algorithm, (2) a predictive module—BiGRU model, and (3) an optimization module—Grid Search Cross-validation (GSCV) algorithm.

Three critical findings are long memory, fit effectiveness and model optimization. There is long memory (predictability) in the stock price index series. The proposed framework yields predictions of optimum fit. Data de-noising and parameter optimization can improve the model fit.

The empirical data are obtained from the financial data of listed companies in the Wind Financial Terminal. The model can accurately predict stock price index series, guide investors to make reasonable investment decisions, and provide a basis for establishing individual industry stock investment strategies.

If the index series in the stock market exhibits long-memory characteristics, the policy implication is that fractal markets, even in the nonlinear case, allow for a corresponding distribution pattern in the value of portfolio assets. The risk of stock price volatility in various sectors has expanded due to the effects of the COVID-19 pandemic and the R-U conflict on the stock market. Predicting future trends by forecasting stock prices is critical for minimizing financial risk. The ability to mitigate the epidemic’s impact and stop losses promptly is relevant to market regulators, companies and other relevant stakeholders.

Although long memory exists, the stock price index series can be predicted. However, price fluctuations are unstable and chaotic, and traditional mathematical and statistical methods cannot provide precise predictions. The network framework proposed in this paper has robust horizontal connections between units, strong memory capability and stronger generalization ability than traditional network structures. The authors demonstrate significant performance improvements of SSA-BiGRU-GSCV over comparison models on Chinese stocks.

This paper aims to apply several data mining techniques for predicting the daily precision improvement of Jakarta Islamic Index (JKII) prices based on big data of symmetric volatility in Indonesia’s Islamic stock market.

This research uses big data mining techniques to predict daily precision improvement of JKII prices by applying the AdaBoost, K-nearest neighbor, random forest and artificial neural networks. This research uses big data with symmetric volatility as inputs in the predicting model, whereas the closing prices of JKII were used as the target outputs of daily precision improvement. For choosing the optimal prediction performance according to the criteria of the lowest prediction errors, this research uses four metrics of mean absolute error, mean squared error, root mean squared error and R-squared.

The experimental results determine that the optimal technique for predicting the daily precision improvement of the JKII prices in Indonesia’s Islamic stock market is the AdaBoost technique, which generates the optimal predicting performance with the lowest prediction errors, and provides the optimum knowledge from the big data of symmetric volatility in Indonesia’s Islamic stock market. In addition, the random forest technique is also considered another robust technique in predicting the daily precision improvement of the JKII prices as it delivers closer values to the optimal performance of the AdaBoost technique.

This research is filling the literature gap of the absence of using big data mining techniques in the prediction process of Islamic stock markets by delivering new operational techniques for predicting the daily stock precision improvement. Also, it helps investors to manage the optimal portfolios and to decrease the risk of trading in global Islamic stock markets based on using big data mining of symmetric volatility.

This research is a pioneer in using big data mining of symmetric volatility in the prediction of an Islamic stock market index.