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Case study

Yasmin Zafar

Marketing: New Service Launch; Relationship Marketing; Direct Marketing.

Abstract

Subject area

Marketing: New Service Launch; Relationship Marketing; Direct Marketing.

Study level/applicability

This case could be taught in marketing management, services marketing or strategy courses, in the product development or service launch modules at the graduate level; alternatively it could also be used in the promotion module for the illustration of direct marketing (DM) tool application; and it could also be used as a capstone case for the introductory Principles of Marketing course at the undergraduate level.

Case overview

The case examines the launch of a new air ambulance service in Karachi, Pakistan; a venture of Akbar Group Jet services; Princely Jets (Pvt) Ltd. The case describes the first mover advantage of the service and the marketing strategy recommended by the Chief Executive Officer (CEO), Mr Ghouse Akbar. The major concern is whether the strategy is forceful and compelling enough to secure approval from the board. The major issues include the role of DM processes and relationship marketing tools to encourage a value-added premium service which had no precedence of demand and practice. Concepts to thrash out in class also include customer profiling and segmentation along with how best to create awareness and generate a sustainable basket of customers for the high-price value-added low-use service.

Expected learning outcomes

Discuss and illustrate the importance and benefit of market research information for making a decision; how to create awareness and customer recognition and cultivate demand for a new and unsolicited service; identify appropriate and effective promotion tools to achieve required customer demand, brand recognition and customer value; how to launch a premium priced unsolicited service in a niche market?; and exhibit the synthesis of the four P's in a new product launch marketing strategy.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 4 no. 8
Type: Case Study
ISSN: 2045-0621

Keywords

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Article

Rajesh Sharma, Avik Sinha and Pradeep Kautish

In the present study, the authors intended to investigate whether the economic growth drivers such as per capita income, financial development, nonrenewable energy…

Abstract

Purpose

In the present study, the authors intended to investigate whether the economic growth drivers such as per capita income, financial development, nonrenewable energy solutions and trade expansion have invigorated the level of environmental pollution in the eight developing nations of South and Southeast Asia.

Design/methodology/approach

Considering the possibility of the cross-sectional dependency, the authors employed relatively new econometric approaches, that is, the Westerlund cointegration test and cross-sectional augmented distributed lag mean estimation (CS-DL) for the period of 1990–2015.

Findings

The simulation results of the study confirmed an N-shaped environmental Kuznets curve, which raised a question on the existing economic policies in these nations. Further, the study reported that the improvements in the financial sector, nonrenewable energy consumption and trade expansion contributed to increasing the level of CO2 emissions in the long run.

Originality/value

Based on the results, the authors intended to provide a unique policy framework because the present policies are generating a trade-off between economic and environmental goals. If the suggested framework is employed across sectors, the given countries may likely achieve the sustainable development goals by 2030.

Details

Management of Environmental Quality: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1477-7835

Keywords

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Article

Ihsan Effendi, Miftahuddin Murad, Ahmad Rafiki and Mitra Musika Lubis

The Islamic rural banks have the potential to grow in Indonesia. It is important to learn and study the consumer behaviors toward the Islamic rural banks’ services to plan…

Abstract

Purpose

The Islamic rural banks have the potential to grow in Indonesia. It is important to learn and study the consumer behaviors toward the Islamic rural banks’ services to plan for future strategies. The purpose of this paper is to test the applicability of the theory of reasoned action in predicting the customers’ decision to use the Islamic rural banks’ services.

Design/methodology/approach

The descriptive and structural equation model analyses were used to analyze the data. A random sampling technique is adopted with a sample size of 180 consumers of the Islamic rural banks. There are variables to be tested such as Sharia system compliance, product knowledge on Sharia, promotion, services, attitude, subjective norms, intention and customer decisions to use the Islamic rural banks’ services.

Findings

The results found that the Sharia system compliance, promotion, services, attitude, subjective norms and intention variables have a significant effect on the use of services at Islamic rural banks. Only product knowledge on Sharia variable has been found to be insignificant.

Originality/value

The model can be used to prepare better strategies to attract more customers as well as increase public awareness toward Islamic rural banks’ products and services. The results are useful as a benchmark for policymakers to improve the establishment of Islamic rural banks particularly in Indonesia.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

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