Emre Soyer, Koen Pauwels and Steven H. Seggie
While Big Data offer marketing managers information that is high in volume, variety, velocity, and veracity (the 4Vs), these features wouldn’t necessarily improve their…
Abstract
While Big Data offer marketing managers information that is high in volume, variety, velocity, and veracity (the 4Vs), these features wouldn’t necessarily improve their decision-making. Managers would still be vulnerable to confirmation bias, control illusions, communication problems, and confidence issues (the 4Cs). The authors argue that traditional remedies for such biases don’t go far enough and propose a lean start-up approach to data-based learning in marketing management. Specifically, they focus on the marketing analytics component of Big Data and how adaptations of the lean start-up methodology can be used in some combination with such analytics to help marketing managers improve their decision-making and innovation process. Beyond the often discussed technical obstacles and operational costs associated with handling Big Data, this chapter contributes by analyzing the various learning and decision-making problems that can emerge once the 4Vs of Big Data have materialized.
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This chapter presents a summary of the literature on the influence of the Internet and other digital innovations on markets, consumers, and firms. The review leads to a list of…
Abstract
This chapter presents a summary of the literature on the influence of the Internet and other digital innovations on markets, consumers, and firms. The review leads to a list of topics in need of research in the general areas of big data, online and mobile advertising, consumer search, online privacy, online reviews, social networks, platforms for online transactions, and the impact of the Internet on retail markets, including multi-channel and omni-channel retailing. We discuss the big data approaches that have been applied to problems of targeting and positioning and suggest areas for further development of these approaches. We also discuss the emerging area of mobile advertising, which can further enhance targeting. On the consumer side, the evidence indicates that the Internet has greatly lowered the costs of search and access to retailers. Much of the consumer data are transmitted to sellers, and much of the online advertising is transmitted to consumers, through platforms, such as Google. We conclude that better models of competition among these platform firms are needed and that they need to be examined for anti-trust violations. While online retailing has grown rapidly, it still has a relatively small share of retail sales. Since sellers can combine the advantages of online and offline channels, it has been common for sellers to branch into multi-channel retailing. Given the increased availability of detailed consumer data, omni-channel selling, which emphasizes strategies for the various touchpoints that lead to a transaction, is an area for further development.
Peter Pauwels and Paul Matthyssens
This paper investigates export market withdrawal as a possible manifestation of strategic flexibility in the export expansion of the firm. A focus on strategic flexibility…
Abstract
This paper investigates export market withdrawal as a possible manifestation of strategic flexibility in the export expansion of the firm. A focus on strategic flexibility contributes to current export marketing theory, which fails to explain the dynamic character of export expansion as observed in today's markets. The present study reflects on the strategy process of 12 cases of export market withdrawal to reveal the character of strategic flexibility and its generative mechanisms. If strategic flexibility materialises, it results from the generation of a new strategic option at boundary‐spanning middle levels of the organisation, and from political processes through which this alternative option challenges and eventually overtakes the old export strategy.
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International students make valuable educational and economic contributions in higher education institutions (HEIs) all across the world. They contribute to the diversity and add…
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International students make valuable educational and economic contributions in higher education institutions (HEIs) all across the world. They contribute to the diversity and add different perspective in classrooms. Attracting international students is one of the objectives of HEIs. International students being present all over the world access information about the university online. Hence, all the relevant information must be available on the HEI website. Institutions are also present on social media platforms for interaction purposes. The owned media, including website, social media, discussion forums, etc. of institutions must be regularly monitored and analysed. Equally important is to analyse what students are discussing online about institutions, that is, what are their sentiments. This chapter is an attempt to develop a guide for HEI to draw the interest of international students for an institution through web analytics and social listening. Web analytics will help in understanding the behaviour of the visitor to the HEI website. Key performance indicators that will help in achieve the objective of attracting international students will be identified. On the other hand, analysing social listening on different platforms will help in understanding international students’ perspectives towards a specific institution.
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The Metaverse, a dynamic convergence of real and digital spaces powered by Augmented Reality (AR) and Virtual Reality (VR), presents a transformative frontier for businesses to…
Abstract
The Metaverse, a dynamic convergence of real and digital spaces powered by Augmented Reality (AR) and Virtual Reality (VR), presents a transformative frontier for businesses to expand consumer engagement. It offers a three-dimensional web-powered realm where users can immerse themselves in real-life scenarios and simulations from the convenience of their own devices, fostering real-time interaction and uninterrupted business operations. Integrating technologies like VR, AR, Cloud, Blockchain, and IoT, the Metaverse has already made significant strides across industries, providing consumers with unique digital experiences. Businesses can leverage this to enhance their brand awareness, establish stronger customer connections, and provide immersive shopping experiences, making traditional advertising appear antiquated. Major global companies have already embraced this technology, and the Metaverse represents an innovative digital platform with limitless possibilities, rapidly evolving with enabling technologies. This chapter delves into the potential of the Metaverse to bolster brand development and its recent growth, exploring the practical applications for businesses in the near future.
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Darina Rojíková, Kamila Borseková, Katarína Vitálišová and Anna Vaňová
The present chapter aims to assess how digital transformation impacts current trends in city branding, to analyze the role of digital communication in the branding of selected…
Abstract
The present chapter aims to assess how digital transformation impacts current trends in city branding, to analyze the role of digital communication in the branding of selected cities, and to compare the level of exploitation of digital communication for city branding between European and Slovak cities. We conducted empirical research in several phases, and the overall sample consists of 155 cities in Europe and Slovakia. The results of our research showed that European and Slovak cities use to some extent all the investigated tools of digital marketing communication in city branding with a dominant position of social media, both in terms of exploitation and importance for city branding in European and Slovak cities. European cities score significantly better than Slovak cities in all elements of the City Brand Hexagon, as well as in the overall city brand index. Therefore, city branding strategies in the best European cities can serve as a good practice example or inspiration for Slovak cities. Cities with lower rankings and scores on city branding should focus on strengthening their city branding or strengthening their digital communication. The possible trajectory is also the concerted strategy for the branding of the city and its digital communication.
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Ben B. Beck, J. Andrew Petersen and Rajkumar Venkatesan
Allocating budget optimally to marketing channels is an increasingly difficult venture. This difficulty is compounded by an increase in the number of marketing channels, a rise in…
Abstract
Allocating budget optimally to marketing channels is an increasingly difficult venture. This difficulty is compounded by an increase in the number of marketing channels, a rise in siloed data between marketing technologies, and a decrease in individually identifiable data due to legislated privacy policies. The authors explore the rich attribution modeling literature and discuss the different model types and approaches previously used by practitioners and researchers. They also investigate the changing landscape of marketing attribution, discuss the advantages and disadvantages of different data handling approaches (i.e., aggregate vs. individualistic data), and present a research agenda for future attribution research.
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Alexander Dominik Meister and René Mauer
Recent years have seen a wave of immigration in western countries. Entrepreneurship can foster refugees’ integration in the labour market. Hence, the authors observe an emergence…
Abstract
Purpose
Recent years have seen a wave of immigration in western countries. Entrepreneurship can foster refugees’ integration in the labour market. Hence, the authors observe an emergence of incubators with social purpose, addressing the key challenges of refugee entrepreneurs. The purpose of this paper is to look at the particularities and the impact of business incubation on entrepreneurial development and embeddedness of refugee entrepreneurs in the host country by applying the theoretical lens of mixed embeddedness theory.
Design/methodology/approach
This paper is based on a qualitative case study approach exploring one business incubation model for refugee entrepreneurs in Germany. For a multi-stakeholder perspective, the data were collected through a participatory focus group workshop and semi-structured interviews of refugee entrepreneurs and incubator stakeholders (e.g. incubator management, mentors and partners) contributing to the incubation. The data collection extends over the duration of five months of the incubation programme.
Findings
The empirical results emphasise the impact of the business incubator on refugee entrepreneur’s development and embeddedness. In this analysis, the authors identify key themes of a particular incubation process addressing the lack of embeddedness and barriers to refugee entrepreneurs in the host country. From the results, the authors elaborate a particular business incubation process framework of refugee entrepreneurs.
Originality/value
The findings enhance the understanding how business incubation contributes to the embeddedness of refugee entrepreneurs in their new hosting environment. Thus, this research contributes to the existing literature by extending incubation model frameworks towards refugee entrepreneurship and embeddedness perspectives. Furthermore, the study emphasises the role of the incubator in the context of the dimensions of the mixed embeddedness of the refugee entrepreneurs.