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Article
Publication date: 16 May 2008

Hsuan‐Fu Ho and Chia‐Chi Hung

The purpose of this paper is to examine how a graduate institute at National Chiayi University (NCYU), by using a model that integrates analytic hierarchy process, cluster…

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8066

Abstract

Purpose

The purpose of this paper is to examine how a graduate institute at National Chiayi University (NCYU), by using a model that integrates analytic hierarchy process, cluster analysis and correspondence analysis, can develop effective marketing strategies.

Design/methodology/approach

This is primarily a quantitative study aimed at developing a marketing mix for a graduate institute at NCYU in Taiwan. A survey using stratified random sampling was conducted, with 14 universities from four different areas in Taiwan randomly selected for the study. Two questionnaires were conducted: a Likert's five‐scale questionnaire regarding school images and an analytic hierarchy process (AHP) questionnaire regarding school selection factors were administered to 640 undergraduate students. Of the total number of questionnaires, 602 (94 percent) valid school image questionnaires and 570 (89 percent) valid school selection factors questionnaires were used.

Findings

The results of AHP revealed that the five most important factors for students' school selection were: employability, curriculum, academic reputation, faculty, and research environment. The results of clustering analysis identified five student groups for market segmentation, and they are the Prominence group, the Less aware group, the Pragmatic group, the Austerity group, and the Fastidious group. Finally, the results of correspondence analysis suggested that students of the Pragmatic Group are more likely to be attracted by NCYU, and also, students perceived NCYU to be strongly associated with lower tuition, fewer entrance‐exam subjects, lower entrance‐exam pass rates, and easier graduation requirements.

Research limitations/implications

It would be better to conduct a factor analysis before using AHP.

Practical implications

Particularly, NCYU should establish new curricula relevant to internationalization, develop curricula in school finance and educational economics, and form study groups to enhance graduating student employment opportunities. Generally, higher educational institutions may adopt the research model developed in this study to develop their marketing mix for better results.

Originality/value

This paper documents research that was the first to integrate AHP, cluster analysis, and correspondence analysis in developing a marketing mix for higher educational institutions.

Details

International Journal of Educational Management, vol. 22 no. 4
Type: Research Article
ISSN: 0951-354X

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Article
Publication date: 1 December 1994

Bart Macchiette and Abhijit Roy

Marketers have become increasingly culpable for their role in societalproblems which affect a myriad of sensitive groups. The publicityengendered from this relationship…

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5161

Abstract

Marketers have become increasingly culpable for their role in societal problems which affect a myriad of sensitive groups. The publicity engendered from this relationship has translated into a new arena of competition, largely based on perceptions of corporate social responsibility. An ethically‐based, strategic framework for analyzing social issues and sensitive groups is critical to the development of relationship marketing in the 1990s.

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Book part
Publication date: 29 November 2012

Moo Sung Kim

Business group affiliation seems to make a firm more opaque. The benefits of group affiliation (internal market transactions) and the negative aspects of group affiliation…

Abstract

Business group affiliation seems to make a firm more opaque. The benefits of group affiliation (internal market transactions) and the negative aspects of group affiliation (agency problems of group control) both may make group firms more opaque than non-group firms. Using the opacity index developed by Anderson, Duru, and Reeb (2009), this paper reports that Korean group firms are more transparent than non-group firms after the Asian financial crisis (1997–1998) and this leads to better performance of group firms. The improved transparency results from disappeared internal market benefits and diminished agency problems. These results are robust after controlling for the size of internal markets of groups, industry diversification, the existence of group inside financial institutions, and endogeneity.

Details

Transparency and Governance in a Global World
Type: Book
ISBN: 978-1-78052-764-2

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Article
Publication date: 1 August 1995

Michael Jay Polonsky

Discusses stakeholder theory (ST) in the context of developingenvironmental marketing strategy. ST has not been utilized extensivelyin the marketing literature. Discusses…

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15185

Abstract

Discusses stakeholder theory (ST) in the context of developing environmental marketing strategy. ST has not been utilized extensively in the marketing literature. Discusses how environmental marketing strategy can be improved by following the four‐step stakeholder management process. This process involves: identifying the relevant stakeholder groups; determining the stake of each group; determining how effectively the “expectations” of each group are met; and developing corporate objectives and priorities that consider the stakeholder′s interests. Through understanding and attempting to socialize key stakeholders, environmental marketing strategy can be made more effective. Provides some examples of the stakeholder socialization process.

Details

Journal of Business & Industrial Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 27 June 2019

Andreas Oehler, Florian Wedlich, Stefan Wendt and Matthias Horn

The purpose of this study is to analyze whether differences in market-wide levels of investor personality influence experimental asset market outcomes in terms of limit…

Abstract

Purpose

The purpose of this study is to analyze whether differences in market-wide levels of investor personality influence experimental asset market outcomes in terms of limit orders, price levels and price bubbles.

Design/methodology/approach

Investor personality is determined by a questionnaire. These data are combined with data from 17 experimental asset markets. Two approaches are used to estimate market-wide levels of investor personality. First, the market-wide average of each personality trait is determined; second, the percentage of individuals with comparable personality in a market is computed. Overall, 364 undergraduate business students participated in the questionnaire and the experimental asset markets.

Findings

Limits and transaction prices are higher in markets with higher mean values in participants’ extraversion and openness to experience and lower mean values in participants’ agreeableness and neuroticism. In markets with lower mean values of subjects’ openness to experiences more overpriced transactions are observed. In markets with a higher proportion of extraverted subjects and a lower proportion of neurotic subjects higher limits and transaction prices are observed. Bubble phases last longer in markets with a higher proportion of extraverted and a lower proportion of neurotic subjects.

Originality/value

Overall, the findings suggest that market-wide personality levels influence market outcomes. As a consequence, market-wide levels of personality help to explain prices in auctions with limited number of participants. Additionally, studies that analyze the influence of subjects’ characteristics, including risk aversion, emotional states or overconfidence, on market outcomes should also consider personality traits as potential underlying factor.

Details

Studies in Economics and Finance, vol. 38 no. 3
Type: Research Article
ISSN: 1086-7376

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Article
Publication date: 1 June 1999

Carlos Flavián and Yolanda Polo

Argues in favour of the convenience of using strategic groups analysis (SGA) as a business management tool that is especially useful for strategic marketing planning. To…

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6574

Abstract

Argues in favour of the convenience of using strategic groups analysis (SGA) as a business management tool that is especially useful for strategic marketing planning. To illustrate the great versatility offered by SGA, we take as a reference the results obtained from a study of the Spanish retail grocery sector. By way of this empirical work, we analyse how SGA responds to some of the information demands considered as essential for the design of the marketing strategy of every firm (the analysis of the environment and the main alternative strategies, the attractiveness of each strategy, the analysis of rivalry, the strengths and weaknesses of firms, the threats and opportunities offered by the market, etc.). In summary, the paper shows that SGA is a powerful tool which could help managers to concentrate the activity of their firms in solid strategic options.

Details

European Journal of Marketing, vol. 33 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 22 July 2021

Murat Isiker and Oktay Tas

The paper aims to measure the magnitude of the event-induced return anomaly around bonus issue announcement days in Turkey for recent years. Also, by describing the…

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182

Abstract

Purpose

The paper aims to measure the magnitude of the event-induced return anomaly around bonus issue announcement days in Turkey for recent years. Also, by describing the information content of these announcements with the current data, the study tries to find out the factors that cause return anomaly in Borsa Istanbul when firm boards release the bonus issue decision.

Design/methodology/approach

The paper conducts event study methodology for detecting market anomaly around bonus issue announcements. For the pairwise comparison purpose, t-test and one-way ANOVA methods are applied to examine if abnormal returns vary according to the information content of the announcements.

Findings

Announcement returns for bonus issues from internal resources outperform the issues that are distributed from last year's net income as bonus shares. Findings indicate different return behaviour among internal resources sub-groups. Findings also suggest that investors in Turkey welcome larger-sized issues, while cumulated returns for the initial offers significantly differ from the latter issues.

Research limitations/implications

Findings are limited to the Turkish equity market. Also, the Public Disclosure Platform of Turkey, which is the main data source of the study, does not provide bonus issue announcements before 2010. Therefore, the previous year's data cannot be included in the analysis.

Originality/value

This paper is novel in terms of considering the main resources of the bonus issue in detail to measure the announcement's impact on stock returns.

Details

Journal of Capital Markets Studies, vol. 5 no. 1
Type: Research Article
ISSN: 2514-4774

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Article
Publication date: 17 March 2020

Kimberley D. Preiksaitis and Peter A. Dacin

This study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or…

Abstract

Purpose

This study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or enlargement of their target customer set. Building on theories from both reference group perceptions and brand identification, this research explores the impact of strategic customer extensions on current target market consumers.

Design/methodology/approach

Two scenario-based experiments explore strategic customer extensions for a packaged goods brand and a well-known retail brand. The analysis involves both analysis of variance and SEM methods.

Findings

Current target market consumers’ evaluations of strategic customer extensions are informed by reference group perceptions relating to the proposed customer extension. When current target market consumers perceive strategic customer extensions as potentially attracting a dissociative reference group, consumers have weaker evaluations and brand identification measures and, subsequently, weaker future intentions towards the brand.

Originality/value

The brand identification literature is augmented by incorporating theories from the reference group literature to demonstrate how to reference group perceptions drive a current target market consumers’ evaluations of strategic customer extensions to affect the strength of the identification that current target market consumers have with a brand. Brand identification is also demonstrated as mediator customer evaluations and subsequent intentions towards the brand.

Details

Journal of Product & Brand Management, vol. 30 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 March 1992

Bart Macchiette and Abhijit Roy

Attempts to clarify the concept of affinity and to distinguish itfrom other marketing‐related terms. Gives guidelines for differentiatingthree general levels of affinity…

Abstract

Attempts to clarify the concept of affinity and to distinguish it from other marketing‐related terms. Gives guidelines for differentiating three general levels of affinity groups, suggesting respective strategic implications. Offers a taxonomy for classifying sources from which types of affinity may emerge and provides a method for relating the affinity levels with the taxonomy in order to develop a marketing plan. Elaborates on future opportunities in the field.

Details

Journal of Services Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 April 1990

Chong S. Lee and Yoo S. Yang

This empirical study investigates the relationship between thechoice of an export market expansion strategy and the subsequentperformance of exporting firms. Multiple…

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1259

Abstract

This empirical study investigates the relationship between the choice of an export market expansion strategy and the subsequent performance of exporting firms. Multiple measures of export performance were compared across three groups of firms following different export market expansion strategies: export market concentration, concentric diversification, and diversification strategies. A sample of 52 small and medium‐sized US high technology manufacturers showed significant differences among three strategic groups in export level and growth measures, but no significant differences in export profitability measures were found.

Details

International Marketing Review, vol. 7 no. 4
Type: Research Article
ISSN: 0265-1335

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