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Article
Publication date: 23 August 2021

Malcolm McDonald

The objective of this short research-informed, practitioner-orientated paper is to provide a viewpoint on interactive marketing pre and post COVID-19.

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Abstract

Purpose

The objective of this short research-informed, practitioner-orientated paper is to provide a viewpoint on interactive marketing pre and post COVID-19.

Design/methodology/approach

This is a conceptual article designed to articulate a viewpoint that despite COVID-19 the strategic considerations that marketers need to make remain unchanged.

Findings

As a result of the pandemic, there is much more obvious use of interactivity in other, aligned functions such as sales and customer services. The effectiveness of interactive marketing will only be increased by having focus on the fundamental roles of the marketing discipline, strategy and segmentation, and understanding customers at the individual level. We also need reminding briefly that the rules of competition had changed well before the COVID-19 pandemic. The traditional make and sell model has been substantially replaced by new technology-enabled organisations without the restrictions of high fixed costs and cloying bureaucracy. Customers can now search for and evaluate products and services independent of suppliers and now have as much information about suppliers as suppliers have of customers. This is the backcloth against which marketers face the challenges at the beginning of 2021. We conclude that there is a great future ahead. There is no reason why the best of interactive marketing will not be capable of building relationships that are great for customers, great for the people who create them, great for all stakeholders and great for the environment.

Originality/value

This is a practitioner viewpoint outlining the view that COVID-19 has not had as great of an impact on interactive marketing practice as technological change has and that interactive marketing will continue to develop after COVID-19 has receded.

Details

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

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Article
Publication date: 25 October 2021

Mohammad Tariqul Islam Khan, Siow-Hooi Tan, Lee-Lee Chong and Gerald Guan Gan Goh

This study examines how the importance of external investment environment factors affect stock market perception, and how stock market perception affects stock investments…

Abstract

Purpose

This study examines how the importance of external investment environment factors affect stock market perception, and how stock market perception affects stock investments after stock market crash witnessed by individual investors in one of the emerging stock markets.

Design/methodology/approach

A cross-sectional survey was administrated among 223 individual investors who experienced stock market crash in 2010–2011 in Bangladesh, and the proposed model was tested by the partial least squares-structural equation modeling PLS-SEM model.

Findings

Findings show that the importance of Bangladesh's stock market performance, government policy, economic issues and neighboring country's stock market performance has effects on investors' stock market perception. This perception, in turn, decreases monthly stock trading and short-term investment horizon. The findings further show the mediating effect of stock market perception.

Practical implications

Investors need to carefully consider the external investment environment when they form their stock market perception, as this perception drives stock investments. Analogously, regulators should ensure releasing timely and updated statistics on external investment factors.

Originality/value

Addressing those investors who encountered stock market crash, a set of external investment environment issues, stock market perception and stock investments are new in the literature.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 25 October 2021

Dragan Stojković, Aleksa Dokić, Bozidar Vlacic and Susana Costa e Silva

Newly established intersections between offline and online channels create room for enhancing inter-channel synergies. The nature and structure of emerging markets only…

Abstract

Purpose

Newly established intersections between offline and online channels create room for enhancing inter-channel synergies. The nature and structure of emerging markets only further emphasize the need to expand existing knowledge. Consequently, this study investigates inter-channel synergy creation during offline–online retail integration in emerging markets.

Design/methodology/approach

Data collected from 97 companies in Serbia that incorporated online channels into their offline retailing businesses were analyzed using the structural equation modeling method.

Findings

The results show that retailers who have undergone click-to-brick integration in the emerging markets struggle to leverage physical presence for inter-channel synergy creation through digital channels. Essentially, retailers integrating clicks into bricks in emerging markets are less likely to achieve immediate omni-channel synergy, resorting to a multi-iterative transition process.

Originality/value

This research synthesizes knowledge on inter-channel synergy creation in an omni-channel context, as well as existing findings regarding inter-channel integration. This paper presents the first comprehensive study on inter-channel synergy creation during click-to-brick integration in emerging retail markets. Moreover, this study outlines challenges facing retailers seeking channel synergy during click-to-brick integration. The study results have theoretical and practical implications regarding inter-channel synergy creation in the multi-channel environment of emerging markets.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 25 October 2021

Lynn Marie Jamieson, Brandon Douglas Howell and Carlos Siu Lam

The purpose of this study was to discover, qualitatively, periods of involvement in Las Vegas gambling marketing campaigns and analyze success factors that may be useful…

Abstract

Purpose

The purpose of this study was to discover, qualitatively, periods of involvement in Las Vegas gambling marketing campaigns and analyze success factors that may be useful to other gambling destinations, particularly in the Asian market.

Design/methodology/approach

The study was established to allow a two-pronged approach of semi-structured interviews and site analysis coupled with review of planning and marketing documents in Las Vegas, Nevada 1980–2000 era and ending with the 2019 branding approach.

Findings

Results revealed degrees of success and rationales for changes in campaigns over a 40-year period. When analyzing market strategies, it became evident that many factors were involved decisions to visit Las Vegas, such as social, safety and security factors, as well as opportunities for recreation.

Research limitations/implications

Gaining access to top level executives proved challenging due to reluctance of subjects wanting to disclose business strategies.

Originality/value

This study was unique in employing qualitative processes to elicit planning and marketing approaches and relative successes or failures from those involved in multi-property management. Further, analysis of documents over a wide time frame provided insight into the pitfalls and strengths associated with various campaigns.

Details

Asian Education and Development Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2046-3162

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Article
Publication date: 5 October 2021

Omar Farooq

This paper documents the effect of different types of information on the value of financial analysts.

Abstract

Purpose

This paper documents the effect of different types of information on the value of financial analysts.

Design/methodology/approach

The authors use the pooled OLS regression and the data of nonfinancial firms from France to test our hypotheses. The data covers the period between 1997 and 2019.

Findings

The results show that analysts are more likely to cover those firms that incorporated greater proportion of market-wide information in their prices. Consistent with the economies of scale view, the authors argue that analysts specialize in the interpretation market-wide information. By doing so, they are able to cover relatively large number of firms simultaneously. The results also show that the value of analyst coverage (measured as the impact of analyst coverage on firm value, probability of stock price crash and probability of stock price jump) is a function of the extent to which different types of information are incorporated in prices. The authors’ results suggest that the impact of analyst coverage on firm value and on probability of crash is less pronounced in firms that incorporate greater proportion of market-wide information. In case of probability of jump, the results show that the impact of analyst coverage is more pronounced firms that incorporate greater proportion of market-wide information.

Originality/value

The major contribution of this paper is to document the impact of different types of information on the extent of analyst coverage. Furthermore, this paper also uses various measures (the impact of analyst coverage on firm value, probability of stock price crash and probability of stock price jump) to show how different types of information affects the value of analyst coverage.

Details

Journal of Economic and Administrative Sciences, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1026-4116

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Article
Publication date: 4 October 2021

Armando Papa, Alice Mazzucchelli, Luca Vincenzo Ballestra and Antonio Usai

Previous research focused on open innovation (OI) suggests that enterprises benefit from adopting the journey; however, the relationship among OI, marketing journey and…

Abstract

Purpose

Previous research focused on open innovation (OI) suggests that enterprises benefit from adopting the journey; however, the relationship among OI, marketing journey and knowledge-intensive innovation marketing activities (KIIMA) remains unclear. The present study proposes a conceptual model of the marketing journey linking heterogeneous modes of marketing collaboration to knowledge-intensive activities.

Design/methodology/approach

The conceptual model was tested via ordinary least squares (OLS) linear regression based on a sample of data drawn from the Eurostat database.

Findings

The results indicate that strategies are a robust proxy for evaluating KIIMA, and partnerships, heterogeneous sources of knowledge and different marketing modes for collaboration among European knowledge-intensive firms are core antecedents of KIIMA, such as new-product development and marketing innovation, as well as firms' sustainable competitive advantage.

Originality/value

This study fills the gap by tracking the role of the journey within marketing collaborations on KIIMA, and it intervenes in the debate about interactive marketing innovation mechanisms. The study contributes to OI, knowledge management and the marketing literature by identifying the heterogeneous modes for marketing collaborations under which the marketing journey enhances knowledge-intensive activities such as those for marketing innovation.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 18 October 2021

Ayesha Anwar, Rasidah Mohd-Rashid, Norliza Che Yahya and Chui Zi Ong

This study aims to examine the impact of sponsors and democratic government on the flipping activity of initial public offerings (IPOs).

Abstract

Purpose

This study aims to examine the impact of sponsors and democratic government on the flipping activity of initial public offerings (IPOs).

Design/methodology/approach

Based on the sample of 95 IPOs listed on the Pakistan Stock Exchange between January 2000 and December 2019, this study used multiple cross-sectional regression to examine the relationship between sponsors and democratic government on flipping activity.

Findings

The findings indicate a significant negative association between sponsors and the flipping activity of IPOs. Sponsor(s) signal quality by trying to share accurate information about company values. As a result, the confidence of rational investors in the company’s future prospectus increases and they hold their shares for future gains, which reduces the flipping activity. Also, democratic government, along with sponsors' participation, provides investors with liquidity immediately after listing.

Practical limitations/implications

The findings of this study have implications for investors as they may assist them make informed decisions about whether or not to invest in an IPO with high sponsor(s) ownership. In addition, issuers should consider the disclosure of sponsor information(s) as such information may directly affect the first day’s trading volumes.

Originality/value

To the best of the authors’ knowledge, this is the first research study that explores the correlation between sponsors and democratic government and flipping activity of IPO. This study is important for investors and issuers.

Details

Management Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 4 October 2021

Chi-Hsiang Chen

Eco-labeling will grow in importance as natural resources grow scarcer and environmental concerns increase. The purpose of this study considers team collaboration (TC) and…

Abstract

Purpose

Eco-labeling will grow in importance as natural resources grow scarcer and environmental concerns increase. The purpose of this study considers team collaboration (TC) and integration capability (IC) to examine the possible effects of team member’s shared vision (SV) on the performance of marketing eco-labeled products.

Design/methodology/approach

Theoretical perspectives on SV, IC and TC were studied to evaluate the development of eco-labeled products and to improve their marketing performance. A total of 247 eco-label products were sampled; confirmatory factor analysis and structural equation modeling were used for statistical analysis.

Findings

The results demonstrate that team members’ SV is positively correlated with TC. Both TC and IC are positively correlated with the performance of eco-labeled product marketing, but SV does not correlate positively with IC. The results herein also demonstrate that TC significantly mediates the effect of SV on the performance of eco-labeled product marketing.

Research limitations/implications

Firstly, this research aimed to study the effects of SV, TC and IC, particularly on the performance of marketing eco-labeled products. The analysis on other organizational performance, for example, human resource management performance or financial performance can be further studied. Secondly, further study of different products is necessary as different eco-labeled products have dissimilar product life cycle patterns. As human environmental concern grows, firms engaging in the manufacture of eco-labeling products will increase significantly and cover many different products. The analyses on different products or applications require further study to elucidate diverse management strategies.

Practical implications

An effective SV can rapidly clarify the goals and directions associated with eco-labeled marketing performance. Managers with high expectations of marketing performance can improve marketing performance when they clearly share eco-labeled product development objectives and directions. Proper IC and TC are also essential to the performance of eco-labeled product marketing.

Originality/value

This study introduces the concept of SV to explain the relationship between TC and IC as they pertain to eco-labeling product marketing. A theory of eco-labeling marketing is also presented.

Details

Journal of Asia Business Studies, vol. 15 no. 5
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 11 October 2021

Manogna R.L. and Aswini Kumar Mishra

Market efficiency leads to transparent and fair price discovery of commodity markets, thus enhancing the value chain for competitive benefit. The purpose of this paper is…

Abstract

Purpose

Market efficiency leads to transparent and fair price discovery of commodity markets, thus enhancing the value chain for competitive benefit. The purpose of this paper is to investigate the market efficiency of Indian agricultural commodities at spot, futures and mandi markets apart from exploring price risk management in these markets.

Design/methodology/approach

This study uses Johansen co-integration, vector error correction model and granger causality for analyzing market efficiency of the nine most liquid agricultural commodities across three markets, namely, spot, futures and mandi. All these nine commodities are traded on National Commodity and Derivatives Exchange.

Findings

The statistical results indicate price discovery exists in the mandi market and spot market leading to futures prices. Mandi price returns are seen to negatively influence futures returns in the case of cotton seed, guar seed and spot returns in the case of jeera, coriander and chana. For castor seed, the three markets are seen to have no long run relationship. The results of Granger causality reveal short run relationship between all the three markets in the case of soybean seed and coriander. In these commodities, prices in all three markets are capable of predicting the prices in the other markets. For the case of cottonseed, Rape Mustard seed, jeera, guar seed, the results indicate unidirectional causality between the mandi markets and the other two markets.

Research limitations/implications

These results shall facilitate policymakers to explore intervention through integrated agri-platform (IAP) in price discovery and market efficiency.

Practical implications

The results of this study are useful in understanding the price discovery of mandi markets and its role in the spot and futures market. Agricultural commodities price discovery depends upon the integration of all these three markets. Introduction of IAP as described in the paper shall facilitate price risk management apart from improving the efficiency of price discovery.

Originality/value

To the best of the knowledge, this is the first study considering mandi, spot and futures prices in the price discovery process in India. In addition, this study found the role of mandi markets in serving the economic function of price discovery and price risk management. Hence, suggests for policy intervention for Indian agricultural commodities to manage price risk.

Details

Journal of Modelling in Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5664

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Article
Publication date: 21 October 2021

Yingzhao He, Yan Yu and Meiyun Zuo

Drawing on open systems theory, this study aims to investigate the direct and moderating effects of information collaboration in the pre-sale stage, transaction management…

Abstract

Purpose

Drawing on open systems theory, this study aims to investigate the direct and moderating effects of information collaboration in the pre-sale stage, transaction management collaboration in the transaction stage and customer service collaboration in the post-sale stage on the linkages of the online–offline store image and the market performance of small sellers.

Design/methodology/approach

Data were collected from multiple sources, including self-reported and online objective data from 148 small restaurants that simultaneously sell online and offline, for validating the developed research model. Partial least squares-based structural equation modeling was used for data analysis.

Findings

This study illustrates the direct effects of an online store’s image and online–offline collaborations on the market performance of small stores. This study further reveals the boom-bust moderating effects of different collaborations between online–offline images and market performance.

Practical implications

Small stores should be aware of the importance of information congruence and functional integration concerning online–offline collaboration. They should also recognize the paradoxical intervening effects of online–offline collaboration on different channels and arrange appropriate collaboration tactics.

Originality/value

This study presents a significant contribution to the open systems theory by revealing both constructive and destructive properties of the online–offline collaborative system with offline-to-online targeting. Vertically differentiated online–offline collaboration may strengthen one side of the store image but weaken the other side for promoting the market performance of small stores.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

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