Search results

The purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the customers. This will impact all 4 Ps of marketing, as well as branding and innovation.

It is a conceptual paper based on literature review. The underlying construct used is transaction cost economics (TCE).

Using TCE, the paper finds that both consumers and marketers are very willing to shift to e-commerce and digital platforms which are both convenient, as well as cost-effective. Also, customer support organization will become a strategic advantage in interactive marketing.

This is an original paper written specifically for the special issue on the post-pandemic shock.

This study aims to examine how brands can leverage on advergames as an interactive marketing tool to foster prosumer culture and build a sacred brand. Drawing from game theory, this research scrutinizes how advergame format (cooperative vs noncooperative) influences consumers’ perceived brand sacredness by harnessing positive brand relationship quality (BRQ) and intention to prosume. It also examines how reward types moderate the relationship between advergame format and advergamers’ BRQ.

Three different studies were conducted. Study 1 develops a measure to capture advergamers’ intention to prosume. Study 2 uses survey to collect data from brand-controlled gaming community platform. Study 3 is an experiment that uses 2 (game format: cooperative vs noncooperative) × 2 (reward type: hedonic vs utilitarian) between-subject format.

Study 1 provides a reliable and valid measure to capture “intention to prosume.” The results of Study 2 elucidate that (non) cooperative advergame format generates strong cold (hot) BRQ, leading to intention to prosume, which, in turn, drives brand sacredness. The results of Study 3 elucidate that using (utilitarian) hedonic rewards strengthens the impact of (non) cooperative advergame format on (cold) hot BRQ.

This research has examined the roles of cooperative vs noncooperative game design formats and hedonic vs utilitarian reward formats. Future research may focus on other possible advergame design formats and reward types.

This research provides insights to advergame marketers toward designing appropriate hedonic or utilitarian game rewards to strengthen the impact of cooperative vs noncooperative advergame format on brand sacredness through enhancing BRQ and intention to prosume among the target advergamers.

This research applies game theory in the advergaming context to manoeuvre game format and rewards so that a sustainable prosumption culture is built, which has strong beliefs about the sacredness of the brand.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

The paper explores coordination practices in digital–physical product development and their consequences for companies traditionally relying on physical product development.

Using an embedded case study design, the paper reports four action research initiatives addressing the digital–physical coordination challenges encountered by a leading B2C company.

Effective coordination of digital–physical product development, firstly, involves standardization of process, output and skills to accommodate the stability needed for efficient physical product development and manufacturing. Secondly, it involves agile coordination events, such as Scrum ceremonies and PI planning, to facilitate the mutual adjustment needed to allow agility and the differences between digital and physical product development to be continuously and successfully negotiated.

The paper illustrates a research model with case evidence and suggests tentative theory in the form of propositions. Future research should explore coordination problems and solutions in different digital–physical project types and contexts.

Coordination practices for digital–physical product development are presented and analyzed, providing inspiration for companies.

The paper is the first to explore coordination practices within the emerging field of digital–physical product development.

The objective of this chapter is to identify the key characteristics of Global Services businesses that will thrive and achieve success in the future. These factors are integrated into three main pillars, which we refer to as the Triple-Win. The first and most obvious pillar is technology as a tool. The second pillar is the design and sustainability of the business model, without which the previous factor would be merely a cost and not an investment. And last but not the least, there is the purpose which gives meaning to the proposal, focusing on the human being and their environment. The DIDPAGA business model sits at the intersection of these three elements.

Access to media is more available now than ever before, both physically and digitally. This study was used to investigate the underlying personality traits that influence the decision to purchase either physical or digital books, and extend theory on access to art and provide a unique lens through which marketers can sell digital media.

Study 1 is a field study in which data were collected from several comic book readers and collectors to look at the role that psychological ownership plays in influencing the likelihood of buying physical or digital comics. Specifically, study 1 includes consumers' need for uniqueness and tech savviness as potential influencers. Study 2 extends the findings of study into a new context and manipulates, rather than measures, the identity of the participants. Study 2 looks at the effects of turning a digital object into a non-fungible token (NFT).

This paper demonstrates that consumers who have a high consumer need for uniqueness (CNFU) are more likely to prefer physical media to digital media. Further, it is shown that preference for physical media leads, on average, to more purchases and that the consumer's psychological ownership mediates the effects of CNFU. In addition, this paper shows that higher degrees of tech savviness led to a preference for digital media. Finally, this paper shows that when consumers identify with a collector identity, turning a digital item into an NFT increases their preference for that object.

This work builds off recent research into physical and digital media and is one of the first to examine the specific personality types that prefer each.