Search results
1 – 10 of 398Skyler King and Anthony Allred
This case was written with publicly available information about Nintendo.
Abstract
Research methodology
This case was written with publicly available information about Nintendo.
Case overview/synopsis
In the 1980s and 1990s, Nintendo dominated the video game industry with a market share of 90%. In 2020, Nintendo’s market share dropped to nearly 31%. This case examines a 40-year history of Nintendo, including its core strategy of video game and video game console development and its growth strategy using its intellectual property. Throughout its history, Nintendo has faced and continues to face stiff competition from Sony, Microsoft and new emerging technologies like virtual reality video games. Nintendo has the challenge of competing in a rapidly changing industry with changing customer preferences where it once had a dominant market share. Can Nintendo continue competing, relying on its core competency of developing new video games and consoles? Or moving forward, should it further define itself more broadly by continuing to leverage its intellectual property in the entertainment industry?
Complexity academic level
This case is suitable for undergraduate courses in marketing, marketing management and business strategy, or where an instructor focuses on strategic decision-making. This case will provide valuable in-class discussions on the importance of defining what a business should do and how it should grow. Additionally, this case will be useful for courses that include advanced discussions on tradeoffs between focusing on core competencies and growth by expanding into other opportunities that are not necessarily part of a business’s core strategy. A portion of this case was tested in an undergraduate marketing strategy and marketing principles course. The case created an excellent environment for critical thinking and analysis.
Details
Keywords
This study aims to delve into the lived experiences, challenges and visions of women entrepreneurs in Jordan, placing a magnifying glass on those spearheading or co-pioneering…
Abstract
Purpose
This study aims to delve into the lived experiences, challenges and visions of women entrepreneurs in Jordan, placing a magnifying glass on those spearheading or co-pioneering start-ups. It aims to understand the myriad factors that influence their entrepreneurial journey, from motivation to the future of their niche.
Design/methodology/approach
Adopting a qualitative lens, this study is anchored in semi-structured interviews encompassing 20 Jordanian women entrepreneurs. Following this, thematic analysis was deployed to dissect and categorize the garnered insights into ten salient themes.
Findings
The study reveals that personal experiences and challenges are pivotal in directing these women towards niche markets, aligning with the theory of planned behaviour (TPB). Tools such as digital instruments, customer feedback and innovative strategies like storytelling and augmented reality are integral to their entrepreneurial success, resonating with the resource-based view (RBV). Additionally, challenges like cultural barriers and infrastructural limitations are navigated through adaptive strategies, reflecting the resilience inherent in these entrepreneurs. Networking, mentorship, embracing technological advancements and implementing sustainable practices are highlighted as crucial elements underpinned by the social identity theory (SIT).
Originality/value
Contrary to the extant body of research, this study provides new insights into the challenges faced by women entrepreneurs in Jordan, highlighting the practical relevance of theories like TPB, RBV and SIT for both policymakers and the start-up community in niche markets.
Details
Keywords
Shefali Srivastava and Bindu Singh
Known for its motto “All Ages, All Races, All Genders,” MAC cosmetics reflects the brand’s commitment to inclusivity and diversity. It has been at the forefront of promoting a…
Abstract
Purpose
Known for its motto “All Ages, All Races, All Genders,” MAC cosmetics reflects the brand’s commitment to inclusivity and diversity. It has been at the forefront of promoting a wide range of skin tones, ethnicities and gender identities in the beauty industry. If you have ever wondered about the secret behind the success of this mega-brand in the beauty industry, this case study aims to provide a comprehensive overview of the company’s history from its early days to the present and discusses the factors that might build or ruin a brand. Moreover, players in the industry will need to adapt to changing consumer preferences, focus on sustainability and leverage digital technologies to remain relevant and capture market opportunities. Therefore, would it be wise for MAC cosmetics to take forward their expansion plans in India, and what is the motivation behind the expansion? Alternatively, would the implementation of a proactive strategy for product innovation, combined with a stronger presence, result in a more viable and sustainable proposition?
Design/methodology/approach
This study relies on online resources for data collection. The data was collected from the secondary sources in the month of November and December 2022. Moreover, the information provided in the case study was validated and supplemented via using different websites, including the company’s website and social media profiles.
Findings
The commitment shown and the roles played will have a lasting impact on the society. Additionally, student will be able to learn when and how to seize opportunities, as well as how to manage obstacles that will arise in their entrepreneurial journey. Through this case study, they will be able to learn a variety of business strategies that can be implemented in emerging markets. The conclusion of the study provides the obstacles and hurdles faced by the industry in expanding in the Indian market. The potential solutions were made through providing information for the students, academicians, entrepreneurs and others to compete in the Indian market situation.
Originality/value
This is a real-world case that provides the audience with first-hand experience to comprehend the event and apply their knowledge to form a conclusion and is also effective for decision-making in the dynamic environment of the present day. However, the authors provide a comprehensive overview of the company’s history from its early days to the present and discuss the factors that might build or ruin a brand.
Details
Keywords
This paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to…
Abstract
Purpose
This paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality management (TQM) after the coronavirus disease (COVID-19).
Design/methodology/approach
A qualitative methodology based on a multiple-case study was adopted, involving the collection of 18 interviews with eight leading automotive firms and other companies responsible for their marketing and CRM activities.
Findings
Results highlight that, through the adoption of CRM technology, automotive firms have developed best practices that positively impact business performance and TQM, thereby strengthening their digital culture. The challenges in the implementation of CRM and BDA are also discussed.
Research limitations/implications
The study suffers from limitations related to the findings' generalizability due to the restricted number of firms operating in a single industry involved in the sample.
Practical implications
Findings suggest new relational approaches and opportunities for automotive companies deriving from the use of CRM and BDA under an overall customer-oriented approach.
Originality/value
This research analyzes how CRM and BDA improve the marketing and TQM processes in the automotive industry, which is undergoing deep transformation in the current context of digital transformation.
Details
Keywords
Ali Makhlooq and Muneer Al Mubarak
It is important to implement artificial intelligence (AI) because it can simplify and solve complex problems faster than humans. Because AI learns about people and their behavior…
Abstract
It is important to implement artificial intelligence (AI) because it can simplify and solve complex problems faster than humans. Because AI learns about people and their behavior from the first purchase, AI marketing can boost marketing efforts by leveraging data to target extremely precise consumer groups. There is a debate about the efficacy of AI marketing due to the constraints and limits imposed by the system's nature. This chapter presents insights from published studies regarding the relationship of AI with marketing and how AI can affect marketing. A real-world example of Netflix's usage of AI in marketing has been demonstrated. Then, consumer attitudes regarding AI were revealed. Then, several ethical considerations concerning AI were highlighted. Finally, the anticipated future of AI marketing was addressed. This chapter demonstrated the significance of firms implementing AI marketing to get a competitive advantage. Although some of the difficulties mentioned in this study need to be resolved, AI marketing has a bright future. There are ethical concerns about bias and privacy that should be addressed further. This chapter will encourage firms to use AI systems in marketing, and it will open the door to concerns that will need to be investigated academically in the future.
Details
Keywords
Alicia Sanchez Gamonal and Nicolas Kervyn
For the design of this case study, the authors used primary sources of information from the shops visited by them in preparation of the case and website of Fred Perry and…
Abstract
Research methodology
For the design of this case study, the authors used primary sources of information from the shops visited by them in preparation of the case and website of Fred Perry and secondary sources of information from both academic and journalistic publications.
Case overview/synopsis
Fred Perry is a premium clothing brand, well-known for its polo shirts. It was created by Mr Fred Perry, a British tennis player. The brand’s stated values are integrity, personality and individuality. Throughout its history, the brand has been adopted by different British subcultures but recently it has faced a challenge because of the brand appropriation by the Proud Boys, a US far-right white supremacy group and other extremist groups as Antifa and hooligans. The nature and actions of the group mean that Fred Perry runs the risk of losing control over its brand equity. This brand hijack means that Fred Perry risks alienating some of its customers by openly opposing the group but also by embracing this subculture’s appropriation. Practically, the brand opposed the appropriation in a press release and by putting an end to the sale of the black and yellow polo shirts in the USA and Canada. Fred Perry has also made a lot of efforts to reposition the brand away from extremist groups while maintaining its strong historical and cultural roots. Through this case study, students will have the opportunity to discuss this topic and explore solutions for brands that face this type of dilemma.
Complexity academic level
This case is designed to be used in a marketing management, brand strategy or consumer behavior/culture course, especially in the subfield of market segmentation in the telecommunications sector. Specifically, this case is designed for college seniors or master students with basic strategic marketing training. This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. It provides the basis of discussions on the topics of brand management, consumer culture, consumers-brands relationships, brand architecture, brand equity, brand appropriation and repositioning strategy.
Details
Keywords
Wagner Junior Ladeira, Vinicius Nardi, Marlon Dalmoro, Fernando de Oliveira Santini, William Carvalho Jardim and Debdutta Choudhury
Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications…
Abstract
Purpose
Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications when analyzing the influence of shopping frame time and search effort on the relationship between the reaction to assortment composition and visual attention to stock-keeping units (SKUs) pricing.
Design/methodology/approach
Two experimental studies through gauze behavior analysis technology (using eye-tracking equipment) analyze the variable's large assortment, visual attention to SKU pricing, search effort and shopping frame time.
Findings
The results suggest that, although it increases the search effort, a large assortment decreases the visual attention to SKU pricing. Further, our results indicate a moderating effect associated with mitigating the negative effect by medium-low levels of search effort and a moderating impact of time in this relation.
Practical implications
Marketing professionals can carefully optimize the in-store experience by managing the assortment and variety and by influencing consumers' visual attention to SKU pricing along the journey as part of the experience. Assortment and SKU pricing strategies need to be aligned with consumer journey design.
Originality/value
Our findings contribute to assortment theory and management by detailing the relationship between consumers' reactions to assortment perception and visual attention to SKU pricing in time flow. We reinforce the importance of considering assortment strategies from the consumer perspective and giving reliable information about in-store behavior.
Details
Keywords
Vinit Vijay Dani, Avadhanam Ramesh and Bikramjit Rishi
After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of…
Abstract
Learning outcomes
After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.
Case overview/synopsis
Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.
Complexity academic level
The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
Details
Keywords
Chenchen Weng, Martin J. Liu, Jun Luo and Natalia Yannopoulou
Drawing on the social presence theory, this study aims to explore how supplier–customer social media interactions influence supplier observers’ trust in the customers and what…
Abstract
Purpose
Drawing on the social presence theory, this study aims to explore how supplier–customer social media interactions influence supplier observers’ trust in the customers and what mechanisms contribute to variation in trust experience.
Design/methodology/approach
A total of 36 semi-structured interviews were conducted with Chinese suppliers using WeChat for business-to-business interactions. Data were analyzed in three steps: open coding, axial coding and selective coding.
Findings
Findings reveal that varied trust is based not only on the categories of social presence of interaction – whether social presence is embedded in informative interactions – but also on the perceived selectivity in social presence. Observer suppliers who experience selectivity during social and affective interactions create a perception of hidden information and an unhealthy relationship atmosphere, and report a sense of emotional vulnerability, thus eroding cognitive and affective trust.
Originality/value
The findings contribute new understandings to social presence theory by exploring the social presence of interactions in a supplier–supplier–customer triad and offer valuable insights into business-to-business social media literature by adopting a suppliers’ viewpoint to unpack the mechanisms of how social presence of interaction positively and negatively influences suppliers’ trust and behavioral responses.
Details
Keywords
Enrico Bonetti, Chiara Bartoli and Alberto Mattiacci
The purpose of this paper is to enrich the knowledge about blockchain (BC) technology implementation in the agri-food industry by providing an interpretive framework of the key…
Abstract
Purpose
The purpose of this paper is to enrich the knowledge about blockchain (BC) technology implementation in the agri-food industry by providing an interpretive framework of the key marketing opportunities and challenges, related to the adoption of BC for Geographical Indication (GI) products.
Design/methodology/approach
The study adopts an explorative qualitative research design through the cognitive mapping technique applied to the cognition of different market players involved in agri-food BC projects: farmers, distributors, companies and consultancies.
Findings
This study presents a comprehensive examination of the marketing impacts of BC across various marketing objectives, including product enhancement, brand positioning, consumer relationships, market access and supply chain relationships. It highlights the capability of BC to facilitate data-enabled ecosystems within the agri-food sector, involving supply chain actors and control agencies. Additionally, the study sheds light on the challenges (technological, collaborative, political, financial and organizational) associated with the implementation of BC in the marketing of agri-food products.
Research limitations/implications
This work provides a comprehensive examination of the relevance of BC in the marketing activities of firms, particularly in the context of quality food products. It highlights the main areas of impact and effects and emphasizes the complexity of the phenomenon, which extends beyond its technical issues. Furthermore, it offers a systematic exploration of the challenges associated with the adoption of BC in marketing activities, thus contributing to a broader understanding of the implications of BC adoption in companies' marketing strategies.
Practical implications
The practical implications for this work addresses both GI companies and policy makers. Implications for companies relate to the market benefits associated with the implementation of BC, which allow further strengthening of market positioning, relationships of trust within the supply chain and integration between physical and digital market channels. The study also systematizes the challenges underlying the implementation of BC projects. The implications for policy makers regard the role they have to play in BC projects at regulatory, financial and policy levels.
Originality/value
Studies focusing on BC applications in marketing are still limited and characterized by a very narrow perspective (especially in the food industry). This study contributes to the conceptual design of the marketing applications of BC in the agri-food sector. The value of the study also lies in having framed the marketing impacts of BC in a holistic perspective, along with the technological and non-technological challenges that are related to the integration of BC in marketing strategy and operations.
Details