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Article
Publication date: 1 November 1994

Claudio Vignali and B.J. Davies

Addresses the question of how the Marketing Mix framework can be used toanalyse the competitive standing of a business organization and how theoutcome of this analysis can…

Abstract

Addresses the question of how the Marketing Mix framework can be used to analyse the competitive standing of a business organization and how the outcome of this analysis can then be translated into practical tactics which capitalize on the organization′s strengths. The MIXMAP model developed as a guide for marketing this transition from the strategic to the tactical level.

Details

Management Decision, vol. 32 no. 8
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 March 1998

Leo Dana and Claudio Vignali

Despite showing a sensitivity towards Indian culture that included replacing the Big Mac with the mutton Maharaja Mac, McDonald’s fledgling Indian operation faced…

Abstract

Despite showing a sensitivity towards Indian culture that included replacing the Big Mac with the mutton Maharaja Mac, McDonald’s fledgling Indian operation faced nation‐wide protests. Meanwhile, the Kyrgyz Shampany Joint Company, a monopoly wine producer in the former Soviet Republic, was facing spiralling production costs as local grape harvests failed. It looked to exports to the neighbouring Republic of Kazakhstan to increase turnover but what could it expect from that market? These two case studies illustrate the possible dangers for practitioners seeking new markets. The final section of the article re‐investigates the marketing literature and reviews present methods of the application of marketing concepts to clarify where the stumbling blocks lie. The conclusions from this review are used to propose a new framework for the congruent mapping of marketing mix elements and variables at both strategic and tactical level.

Details

British Food Journal, vol. 100 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 October 1996

Chami Coomasaru, James Day and Spencer Lee

Presents a marketing plan based on primary research, which focuses on the proposed launch of a new product, Lemonhead, into the existing alcoholic lemon drink market. For…

Abstract

Presents a marketing plan based on primary research, which focuses on the proposed launch of a new product, Lemonhead, into the existing alcoholic lemon drink market. For this analysis,Two Dogs (the current number two in the sector) was selected as the main competitor product. Using the mix map model, identifies by empirical research shortfalls regarding the four Ps, which then became the focus for attack in the promotion of Lemonhead. Shows the short‐term strategy of replacing the current number two to be successful in achieving the long‐term goal of becoming the market leader.

Details

Management Decision, vol. 34 no. 8
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 12 October 2015

Arunima Rana, Anil Bhat and Leela Rani

The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online…

Abstract

Purpose

The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums and virtual communities drive the diversity in nomenclature of online marketing variables. Different researchers have used different marketing variables to indicate the same source of online brand equity. The definitions of the marketing variables change with the change in context, due to the complex e-commerce environment. The marketing variables used in different studies have lead to a conceptual overlap and repetitiveness.

Design/methodology/approach

This confusion is sought to be classified by the proposed classificatory scheme that used content analysis of 42 previous studies. The definitions of the antecedents of sources of the online brand equity used by the authors are analyzed with the help of content analysis to summarize the marketing variables in a meaningful way.

Findings

The paper identifies 15 major marketing variables by authors in their studies related to various sources of online brand equity. The final list contains 13 frequently used variables which also comprises variables which are evolving due to the dynamic e-commerce environment like the feeling of “virtual-real”.

Practical implications

The variables identified can be used by the businesses as a check list to their marketing activities.

Originality/value

This is the first paper which identifies and clarifies the ambiguity present in the application of the various online marketing variables.

Details

Journal of Research in Interactive Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 1 October 1996

Genaro Cuomo and Claudio Vignali

Underlines that the development of a new European market for a UK company has to be strategically planned. Examines the introduction to the Dutch market of a particular…

Abstract

Underlines that the development of a new European market for a UK company has to be strategically planned. Examines the introduction to the Dutch market of a particular northern UK beer product, suggesting that the use of strategic tools and a traditional marketing plan is essential while the development of heuristic devices could point out the tactical path to follow.

Details

Management Decision, vol. 34 no. 8
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 27 August 2019

Sérgio Jesus Teixeira, João J.M. Ferreira, António Almeida and Eduardo Parra-Lopez

This study aims to analyze the contribution of tourist event and satisfaction with tourism events as a product of regional tourism competitiveness, as well as evaluate…

Abstract

Purpose

This study aims to analyze the contribution of tourist event and satisfaction with tourism events as a product of regional tourism competitiveness, as well as evaluate factors of competitiveness.

Design/methodology/approach

The research followed a quantitative methodology by conducting a questionnaire on the four largest tourist events in Madeira (Carnival, Flower Festival, Atlantic Festival and Wine Festival), an insular island located in Portugal.

Findings

The sample consisted of 2,262 tourists surveyed during the year 2017 and structural equation models were used as the statistical method. Results showed that satisfaction is reflected in the client's loyalty to the choice of a tourist destination and also contributes directly and indirectly to the regional tourist competitiveness.

Originality/value

This study contributes to the valorization of local and regional events, perceived by the level of satisfaction and loyalty of tourists, as products of regional competitiveness of a tourist destination.

Details

Tourism Review, vol. 74 no. 4
Type: Research Article
ISSN: 1660-5373

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Book part
Publication date: 16 September 2014

Abstract

Details

Hyogo Framework for Action and Urban Disaster Resilience
Type: Book
ISBN: 978-1-78350-927-0

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Article
Publication date: 7 September 2012

Thibaut Labbé, Ernest Matagne and Bruno Dehez

The purpose of this paper is to propose a mechanism avoiding the topology optimization methods, and particularly those using gradient‐based algorithms, to be trapped in…

Abstract

Purpose

The purpose of this paper is to propose a mechanism avoiding the topology optimization methods, and particularly those using gradient‐based algorithms, to be trapped in local minimizers when applied to the design of electromagnetic devices made of iron and permanent magnet.

Design/methodology/approach

Topology optimization methods aim at finding the optimal distribution of some materials in cells subdividing a design space, regarding a specific objective function. This paper suggests to consider that each cell contains an oriented microstructure of iron whose direction and shape are optimized by the method.

Findings

Coupled with convexity and sensitivity mappings quite common in the field of topology optimization, the use of the microstructure allows the optimization algorithm to converge systematically toward the same design. This achievement is illustrated on a practical case, i.e. the optimization of the rotor of a permanent magnet synchronous motor regarding its mean torque and under mass constraint. Also, this paper shows that intermediate iron materials can either be penalized or interpreted, thanks to the realistic physical relations derived from the iron microstructures.

Originality/value

This paper proposes a mechanism based on an iron microstructure for avoiding the topology optimization methods and the trap of local minimizers when applied to the design of electromagnetic devices made of iron and permanent magnet.

Details

COMPEL - The international journal for computation and mathematics in electrical and electronic engineering, vol. 31 no. 5
Type: Research Article
ISSN: 0332-1649

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Article
Publication date: 6 July 2020

Nathalie Fabbe-Costes, Lucie Lechaptois and Martin Spring

To empirically examine the usefulness and value of supply chain mapping (SC mapping), which has been neglected despite its importance in research and practice.

Abstract

Purpose

To empirically examine the usefulness and value of supply chain mapping (SC mapping), which has been neglected despite its importance in research and practice.

Design/methodology/approach

Based on three combined theoretical perspectives, we conducted a case study on a car manufacturer's managers mapping their downstream supply chain (SC). We conducted semi-structured interviews and a mapping exercise with them, followed by a focus group.

Findings

We find differences between individual and corporate SC maps and between how managers define the outbound SC, the SC map they draw and what they say when mapping. The three theoretical perspectives allow us to enrich SC mapping thinking. We focus on boundary objects to formulate propositions. SC mapping and maps are discussed with respect to contemporary SCs and SCM.

Research limitations/implications

Based on a single case study on one firm's outbound SC. Research could be expanded to the company's external partners and follow the development and use of maps in real time.

Practical implications

Highlights the usefulness and difficulties of SC mapping, for individuals and organisations. For the company, it opens avenues for further development and use of SC mapping to improve inter-functional and inter-organisational collaboration.

Social implications

Confirms the need for SC mapping competences in SCM and consequently the usefulness of teaching SC mapping courses in logistics and SCM programs.

Originality/value

Highlights the usefulness of SC mapping and rekindles interest in SC mapping and maps in SCM. Introduces boundary objects into SCM research.

Details

International Journal of Operations & Production Management, vol. 40 no. 9
Type: Research Article
ISSN: 0144-3577

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Article
Publication date: 29 August 2020

Rotem Mashkov and Noam Shoval

In an age when a tourist’s gaze is more involved in the daily lives of locals, it is evident that traditional food markets are being rediscovered as a space for…

Abstract

Purpose

In an age when a tourist’s gaze is more involved in the daily lives of locals, it is evident that traditional food markets are being rediscovered as a space for recreation. Yet, the pressure of tourism development may result in retail gentrification to the point of losing the sense of local identity. Focusing on the “boutiquing” process at Mahane Yehuda Market in Jerusalem, this paper aims to measure the physical change in the marketplace, to understand merchants’ attitudes towards tourism development, and to differentiate merchants based on their responses to these changes.

Design/methodology/approach

Two main research methods were used: comparative mapping of the business mix and in-depth interviews with merchants. The first method was used to characterize the physical change in the market, and the second method was used to examine merchants’ attitudes and responses to tourism development.

Findings

There has been a significant physical change in the business mix of the market, with displacing mainly of traditional uses. A strong link between the merchants’ responses to tourism development and their stall ownership status has found.

Research limitations/implications

The limitations of the study lie in its nature as a qualitative study of a case study; there is difficulty in generalizing and drawing universal conclusions.

Originality/value

Add to existing knowledge regarding merchants’ responses in traditional food markets to tourism development in the context of retail gentrification.

Details

International Journal of Tourism Cities, vol. 6 no. 4
Type: Research Article
ISSN: 2056-5607

Keywords

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