With market environments becoming ever more global and virtual, cultural market research is gaining ground in business and academic life as a new way of understanding market complexity. This new "cultural turn" or cultural emphasis can also help firms to create greater sustainable competitive advantage.
Keywords:Cultural research, Competitive advantage, Cultural turn, Ethnography, Virtual ethnography
Your marketing director may be trying to convince you that profits are suffering because prices are set too high. Your operations director is probably claiming prices are too low. Before you decide which of the two is right, you may consider asking your management team to come up with more creative pricing solutions.
This is the FIRST of TWO linked articles on consumer behavioural analysis. Cognitive theories have dominated the field of consumer behaviour for the last few decades, however, an observed lack of consistency between attitudes and behaviour has suggested the need to investigate more thoroughly situational and behavioural variables. Consumer behaviour analysis can be viewed as an alternative theoretical approach that emphasizes situational variables and measures of behaviour.
This THIRD article in a SERIES OF FIVE considers differentiation strategies for achieving sustainable business success and introduces the ‘Lakeland Premium Branded Beef Case’.
This is a strategy case focused on Pioneer Foodservices - a catering butcher - in its attempt to create more value by developing a premium meat brand.
This article aims at overcoming the separation of Marketing and Operations Management, two classic management disciplines usually polarized in academic studies and in practice.
Two examples – customer satisfaction and multi-channel use, as well as a case study indicate the way this can be done.
To date, online complaint management has received only limited attention from scholars and practitioners, although it is expected to change because this new way of feedback
management can offer considerable advantage for business. To have a first insight into Swiss (online) complaint management, a case study with a major Swiss telecommunications company, Swisscom, was conducted.......
Keywords:Swisscom, Online complaint management, Feedback, Points of sale, Electronic
after-sales services.
In the wake of the globalization of markets counterfeiting has become a major challenge for brand management. Considerable costs of the specification and enforcement of intellectual property rights in various emerging markets (e.g., China) are forcing a systematic dilution that takes effect globally.
Keywords:Counterfeiting, Intellectual Property Rights, Resource-based View,
Competence-based Theory of the Firm (CbTF), System Dynamics, Brand Management.
This is the SECOND of TWO linked articles on consumer behavioural analysis dealing with the
Behavioural Perspective Model, which locates consumer behaviour at the intersection of the
consumer’s learning history and the consumer situation. As an example of research inspired by
the Model, this article presents investigations into consumers’ patterns of brand choice, showing
how brand repertoires are formed and how brands are selected within those repertoires.
Franchising is a new sector in transitioning and emerging Croatia. Those companies involved in retailing, distribution, and wholesaling operations are now becoming aware of the benefits (and costs) of franchising as an organizational method and are considering its adaptation to the local context.
Keywords:International business environment, Franchise development, Transition and emerging market economies, Croatia
Space tourism refers to the concept of paying customers traveling into space. It is also labeled as “personal spaceflight” or public space travel. Inaccessible to the common man for decades, space tourism finally became a reality in April 2001 when American businessman Dennis Tito paid US $20M to fly to space.
Keywords:Suborbital space travel, Blue ocean strategy, Space tourism
