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Based on farm diversification's conventional and unconventional nature, the study intends to discriminate different profiles of farm diversification businesses. Furthermore, this study analyses the links between farm diversification efforts, (open) innovation networks as well as the environmental performance (EP) and financial performance (FP) of farms.

A questionnaire was administered through personal interviews with 160 fresh fruit farmers in an inland Portuguese region. Linear regression, latent class analysis (LCA) and multinomial logistic regression were used.

There are significant differences between the levels of diversification, performance and participation in (open) innovation networks of the three classes of farmers discriminated. Different types of diversification efforts and (open) innovation networks influence EP and FP, while FP and R&D projects are associated with the likelihood of being part of a farm diversification class. Moreover, this study shows that innovation networks, promoted by specialized agricultural advisors and R&D projects, are important forms of open innovation in the agricultural sector.

The study contributes to understanding the agricultural sector's diversification efforts and (open) innovation networks and their association with EP and FP. The conventional or unconventional nature of farm diversification was self-reported.

European and local institutions are advised to develop more R&D programs directed to farmers, including environmental and financial issues, besides comprising agricultural and non-agricultural diversification.

This study provides new insights to understand the association between diversification efforts, (open) innovation networks and agricultural businesses' performance.

“Guerrilla marketing” describes unconventional marketing strategies with which to achieve significant effects – with a fraction of the budget of “traditional” marketing campaigns. This article aims to give an introduction to “guerrilla marketing” principles and discuss suitability of this marketing approach for information services.

Whether guerrilla marketing strategies may be suitable for introducing information services and the necessary prerequisites for that are explored based on applying cross‐case analysis findings from industry examples to information services. This is based on a conceptual framework illustrating differentiating and positioning hypotheses for information services.

It is argued, that guerrilla marketing strategies may be applied for information services whenever a product‐like representation for such a service can be developed and a link to emotional values be established. Furthermore, for the product‐like representation there must be coherent target groups to be identified and relevant user scenarios be created for them.

This article provides a conceptual framework related to the question of how to increase acceptance and degree of utilization of information services in their relevant target groups. By discussing the possibilities of marketing strategies with limited resources, this article provides alternative ways of thinking and acting for information services mediators such as, for example, librarians. This is of particular relevance for this community, as information services mediators generally need marketing efforts to gain spread for their information services offer – but usually are faced with strictly limited marketing budgets.

The purpose of this paper is to report on a program being developed by the Texas A&M University business librarians to employ a street team construct to promote the resources and services of the Texas A&M University's West Campus Business Library and to leverage the importance of “peer relationship” so evident in today's university student.

The paper is a descriptive analysis of the program.

This unique marketing program seeks to increase the awareness of Texas A&M University business students to the resources and services of the West Campus Business Library. By tapping into the youthful energy of these very students, the program proposes to utilize cutting edge cultural and social trends that are aimed to improve communications with its most important customers.

The program seeks to improve communication with students at an extremely low cost.

Discussion includes the rationale for adopting the guerilla marketing technique of street teams, the program planning process, and a discussion of assessment strategies.

The purpose of this paper is to integrate guerrilla marketing characteristics into advertising model through which the perceived effects of guerrilla marketing on Gen Y are identified, and to examine such effects on word of mouth (WOM) activity with the mediation of message credibility.

The study obtains its exploratory purpose through quantitative method by asking Gen Y participants about their perceptions of 20 guerrilla advertisements in the questionnaires. Those advertisements and the advertising scales are selectively chosen from previous literature so that the results truthfully reflect the effects of guerrilla marketing under consumer perspective.

The results show that, creativity, as a combination of novelty and relevance, has the strongest direct and indirect effect on WOM intention. Similarly, surprise factor, the claimed root philosophy of guerrilla marketing, is confirmed when it also impacts directly and indirectly consumer behaviour. Message credibility plays a meaningful mediation role, and through this, message clarity manifests its indirect influence on WOM.

The study supports the belief that guerrilla marketing is suitable for any business because of its effectiveness and efficiency. More significantly, the awareness of Gen Y consumers of the advertisements, with or without knowing that these ads belong to guerrilla advertising, strengthens the expectation that guerrilla marketing in general and guerrilla advertising in particular are recommended choices when they reflect what common marketing and advertising should be.

This study aims to examine to what extent the Japanese financial markets are affected by the four periods of unconventional monetary policies (UMP) implemented by the Bank of Japan from 2013 to 2020.

Using the daily 10-year term spread as a proxy for monetary easing policy, this study uses four sub-sample periods from 2013 to 2020 to look into the effectiveness of UMP on the Japanese financial markets.

Our result shows that not all of the Bank of Japan's unconventional monetary policies are equally effective in influencing the Japanese financial markets. In particular, the QQE policy implemented from April 2013 to October 2014 effectively influenced the stock market, banking sector and foreign exchange market. However, the financial market impact of monetary policy is muted during the QQE expansion period. Likewise, the QQE with a negative interest rate policy influences only the banking sector. Finally, the QQE with its yield curve control policy effectively impacts the financial markets.

This research can be expanded by studying the international spillover effect of the Bank of Japan's UMP on the financial markets in Asian countries.

The findings of this study enable investors to understand the causal relationship between the Bank of Japan's UMP and the financial market indicators, thereby helping them to position their portfolio investments. From the policy perspective, the finding is useful to inform the Bank of Japan on which policy is relatively effective in affecting the financial markets. In light of the empirical finding, the Bank of Japan should continue to pursue the QQE YCCP or revert to the initial QQE policy, as the two policies are relatively more effective than the QQE expansion and QQE NIRP in affecting the Japanese financial markets.

The empirical finding highlights the importance of controlling for the impact of different QQE policies in the model. Future research may consider conducting sub-sample analysis to cater to the different QQE policy regimes. This approach provides a clearer picture and valid inferences on the financial market impact of each QQE policy.

This study provides a comprehensive analysis of the impact of Bank of Japan's QQE on the Japanese financial markets. For the market participants, the findings of this study suggest that investors should closely gauge the development of the unconventional monetary policies of the Bank of Japan because the monetary easing policy influences the decision-making process of commercial banks, pension funds, mutual funds, retail investors and other stakeholders in the financial markets. The policy twist will have future ramifications for their loan, investment and retirement fund portfolios.

Over the last few years, the European Central Bank (ECB) has adopted unconventional monetary policies. These measures aim to boost economic growth and increase inflation through the bond market. The purpose of this paper is to study the impact of the ECB’s quantitative easing (QE) on the investor’s behavior in the stock market.

First, the authors theoretically identify the transmission channels of the QE shocks to the stock market. Then, the authors empirically assess the financial market’s responses to QE shocks in a data-rich environment using a factor augmented VAR (FAVAR).

The results show that the ECB’s unconventional monetary policy positively affects the stock market. A QE shock leads to an increase in stock prices and a drop in the realized volatility and the implied risk premium. The authors also suggest that the ECB’s QE is transmitted to the stock market through five main channels: the liquidity, the expectation, the portfolio reallocation, the interest rates and the risk premium channels.

The findings help to better understand the behavior of stock market assets in a data-rich economic context and guide investors and policymakers in the presence of unconventional monetary tools. For instance, decision-makers and investors should consider the short-term effect of the QE interventions and the changing behavior of the financial actors over time. In addition, high stock market returns can increase risk appetite. This can lead investors to underestimate the market risk. Decision-makers and market participants should take into consideration the impact of the large injection of money through the QE, which may raise the risk of a speculative bubble in the financial market.

To the best of the authors’ knowledge, this is the first study that incorporates a theoretical and empirical analysis to explore QE transmission to the stock market in the European context. Unlike previous studies, the authors use the shadow rate proposed by Wu and Xia (2017) to quantify the effect of the ECB’s QE in a data-rich environment. The authors also include two key risk indicators – the stock market risk premium and the realized volatility – to capture investors’ behavior in the stock market following QE shocks.

The purpose of this paper is to illustrate that in increasingly financially constrained times, libraries do not require prerequisite specialised marketing expertise to promote their institution and its services successfully by engaging in cost effective marketing initiatives. It also aims to highlight the potential and importance of marketing to enhance services, communicate services and improve library visibility.

A case study is undertaken of the marketing experiences of Waterford Institute of Technology (WIT) Libraries, a small to medium‐sized, publicly funded education institute in South‐East Ireland. The paper details a series of low‐cost, practical marketing measures undertaken by WIT Libraries over the period 2007‐2008, and contextualises them for a collective audience.

WIT Libraries are engaged in a wide range of marketing initiatives, adopting traditional means and Web 2.0 technologies where possible to increase the library's exposure and the services it offers. Predominantly these marketing initiatives do not require a significant financial investment and can be implemented utilising existing library resources in terms of staff expertise and facilities. A “one size fits” all approach does not work for all libraries. Specific marketing techniques can be tailored to suit individual libraries and their users' needs. The authors contend that a range of low‐cost initiatives can be used to successfully promote library services amongst users and the wider community. Further mid‐term evaluation may be necessary.

The paper illustrates with concrete examples how a library with no specialised marketing expertise can adapt to the prevailing financial climate, to engage in cost effective initiatives and promote itself and its services successfully. The article will be of value to similar sized and similarly resourced libraries as a basis for engaging in low‐cost effective marketing initiatives.

The purpose of this paper is to explore and expand the concept of a marketing system for developing a more dynamic and nuanced understanding of marketing. The purpose of the proposed framework is to extend this literature by making salient and explicit how context, market system and value creation are theoretically interrelated. To accomplish this objective, the authors use the framework proposed by Layton (2019) as the theoretical foundation to acquire insights into the market. Particularly, they investigate how four distinct marketing systems (i.e. anarchy, structured, emergent and purposeful market systems) operate in a developing economy. In addition, the study explores the market's effects of technological advancement, sociocultural influences, historical background and political institutions, as well as the responses of political entities, firms and consumers. Also, the positive and negative effects of the various marketing systems are analyzed. Finally, the authors investigate the changing marketplace in various industrial sectors (e.g. home appliances, food, apparel/fashion and transportation) to provide marketing researchers and practitioners with insights. In essence, the study focuses on the sectors related to everyday consumption.

This analysis uses a theoretical approach to extend the understanding concept of marketing. To examine the numerous market systems in India, the authors use an approach developed by Layton (2007). This theoretical approach is intended to sensitize scholars to critical processes rather than a hypothetico-deductive analysis with a prediction goal (Turner, 1986). Epistemologically, this analysis can be classified as a form of discovery-oriented theory development (Wells, 1993).

Although all four systems (e.g. autarchic, emergent, purposeful and structured) are ingrained in India, their functionality differs from the Western system and among industries. For example, the apparel sector appears more autarchic, but the food industry is more purposeful. How the home appliance market operates demonstrates the transition from an autarchic to an emergent system. The authors also uncover additional environmental factors that impact the four types of marketing systems and moderator roles of governate agencies and nonprofit organizations. The externality and positive outcomes also emerged throughout the analysis.

This study articulates the four types of marketing systems and illustrates the environmental factors/antecedents and outcomes for the exchange and value creation. Most importantly, it adds value to the literature by emphasizing the role of government agencies and unrestricted institutions in the mechanism. It also uncovers cultural elements such as spirituality as a catalyst for exchange and value creation.

The analysis provides practitioners with insights into operating the firm in India by articulating the industrial differentiations and the exchange/value creation. Specifically, it provides a blueprint for strategic analysis that can be used prior to market entry to increase the likelihood of market entry success by understanding the nuanced differences that lead to significant operational difficulties if not properly prepared for and managed.

This study adds to our existing knowledge of marketing from a systemic standpoint. It also broadens and explicates marketing system theory by assessing the uniqueness of developing markets.

In early 2016, after the success of its first two smartphones, the OnePlus One and OnePlus 2, China-based startup smartphone maker OnePlus was deciding how to build on its early success and grow into a global contender in the highly competitive smartphone market. Technology enthusiasts and geeks had flocked to purchase the first two generations of its smartphones and expectations were high for the company's next product. The company's founders, Pete Lau and Carl Pei, faced the challenge of broadening the appeal of OnePlus to address the mainstream market without alienating its core customer base.

“Crossing the chasm” from the early adopters to the mainstream market involved addressing three interrelated questions: First, what segments should OnePlus target as it sought to grow beyond its loyal fan base? Second, what value proposition and positioning strategy should it adopt to appeal to these target customers? Finally, what distribution and marketing communications strategy should it employ to make best use of its limited financial resources? A key consideration in formulating its strategy was to stay true to the company's culture and mission of “Never Settle” by charting its own course and not emulating the strategies of much larger competitors like Apple, Samsung, LG, and HTC.