Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along – and beyond – the path-to-purchase, from shopping trigger to…
Abstract
Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along – and beyond – the path-to-purchase, from shopping trigger to purchase, consumption, repurchase, and recommendation stages. Shopper marketing practices at manufacturers and retailers are growing at a tremendous pace and a rising portion of marketing budgets are now devoted to shopper marketing. The first phase of shopper marketing research and practice, Shopper Marketing 1.0, addressed interesting issues, primarily relating to in-store marketing. In the next phase, Shopper Marketing 2.0, will significantly extend to out-of-store marketing, including online and mobile marketing, resulting in an integrated practice. In this new environment, to formulate and execute effective shopper marketing strategies, managers need to better understand the complete picture of how online, offline, mobile and in-store marketing influence shoppers in the path-to-purchase-and-beyond cycle. In this chapter, we present the evolution of shopper marketing, summarize key learnings, outline important issues, and discuss the opportunities and challenges of Shopper Marketing 2.0.
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Unnati Narang and Venkatesh Shankar
Mobile marketing, the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, platform, or technology, has made…
Abstract
Mobile marketing, the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, platform, or technology, has made rapid strides in the past several years. Mobile marketing has entered its second phase or Mobile Marketing 2.0. The surpassing of desktop by mobile devices in digital media consumption, diffusion of wearable devices among customers, and an overall integration and interconnectedness of devices characterize this phase. Against this backdrop, we present a synthesis of the most recent literature in mobile marketing. We discuss three key advances in mobile marketing research relating to mobile targeting, personalization, and mobile-led cross-channel effects. We outline emerging industry trends in mobile marketing, including mobile app monetization, augmented reality, data and privacy, wearable devices, driverless vehicles, the Internet of Things, and artificial intelligence. Within each extant and emerging area, we delineate the future research opportunities in mobile marketing. Finally, we discuss the impact of mobile marketing on customer, firm, and societal outcomes.
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Vishwanath B. Awati, Shankar Naik and Mahesh Kumar N.
The purpose of this paper is to study the elastohydrodynamic lubrication point contact problem with bio-based oil as lubricants for an isothermal case. The simulation of the…
Abstract
Purpose
The purpose of this paper is to study the elastohydrodynamic lubrication point contact problem with bio-based oil as lubricants for an isothermal case. The simulation of the problem is analyzed on smooth and rough asperity.
Design/methodology/approach
The modified Reynolds equation is discretized using finite difference and multigrid method with full approximation scheme (FAS), applied for its solution with varying load and speed.
Findings
This paper traces out the comparison of minimum and central film thickness with the standard formulation of Hamrock and Dowson. The effect of longitudinal roughness on surfaces is investigated by means of numerical simulations.
Originality/value
The results obtained are comparable with the standard results, and are shown by graphs and tables. Bio-based products bring out an alternative source of lubricant to reduce energy crises.
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Ahmed Abdullah, Gareth R. T. White and Brychan Thomas
This chapter discusses the use of an extended stage model for the evaluation of the adoption of e-business in small and medium-sized enterprises (SMEs). Empirical studies of…
Abstract
This chapter discusses the use of an extended stage model for the evaluation of the adoption of e-business in small and medium-sized enterprises (SMEs). Empirical studies of e-business adoption are rare in Middle Eastern and developing countries and the chapter provides valuable insight into this region, by presenting an account of the use of the extended stage model to explore the level of e-business adoption among Yemeni SMEs.
In making this examination, the challenges and opportunities that accompany e-business adoption are revealed. The internal drivers and barriers, such as finance and skills, are recognised along with the external factors that include infrastructure and legislation. It also provides valuable insight into the macro-level sociopolitical determinants of e-business adoption that have not previously been appreciated; the study was undertaken during the Yemen Civil War in 2016.
Current adoption models imply that organisations adopt technologies in a linear fashion, gradually increasing complexity and capability. This study makes an important contribution by recognising that there are multiple points at which SMEs may ‘enter’ the technology-adoption ladder.
Renji George Amballoor and Shankar B Naik
Education for sustainability has become the mechanism for creating a pool of graduates who can understand, appreciate, practice and support the achievement of Sustainable…
Abstract
Education for sustainability has become the mechanism for creating a pool of graduates who can understand, appreciate, practice and support the achievement of Sustainable Development Goals (SDGs). In a world with diverse cultures, demographics, political ideologies, etc. faster progress towards sustainable development needs increased use of digital technologies. Integration of digital technologies like artificial intelligence (AI), metaverse, visualisation techniques, cloud computing, Internet of Things (IoT), open data repositories, geographic information system (GIS), etc. with classroom teaching can build awareness, skills, attitudes and values among students in the journey towards sustainable development and scale up the efforts towards the goals.
In this chapter, the authors have tried to bring out a list of digital technologies and the way in which they can be used in classroom teaching to ensure education for sustainability. It may be noticed that there are watertight compartments between those who know the SDGs and those with proficiency in technology. What is also needed is integration between both silos for mapping the digital technologies with the appropriate SDGs. The teachers in the higher education system need more exposure to understand and implement this integration.
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Puneeta Ajmera and Vineet Jain
Lean concept is implemented in healthcare organizations, as it deals with improvement processes so that best services may be provided to the patients and competitive advantage may…
Abstract
Purpose
Lean concept is implemented in healthcare organizations, as it deals with improvement processes so that best services may be provided to the patients and competitive advantage may be achieved. The purpose of this paper is to evaluate the important factors which influence implementation of lean principles in the healthcare industry.
Design/methodology/approach
The factors influencing lean implementation in the healthcare industry have been determined through literature review and results of a survey where questionnaires were distributed among 325 healthcare professionals. Fuzzy Interpretive Structural Modeling (FISM) approach has been used to analyze the interrelationships among these factors. A FISM model has been developed to extract the key factors influencing lean implementation.
Findings
Results of the survey and model show that lean leadership, professional organizational culture and teamwork and interdepartmental cooperation are the top level factors. Clarity of organizational vision, communication of goals and results, follow up and evaluations are the factors with strong driving as well as strong dependence power. Even a slight action taken on these factors will have a significant impact on other factors.
Practical implications
The healthcare professionals and managers can acquire information from the drive power dependence matrix so that they can thoroughly understand the relative importance, interdependencies and relationships among these factors. The model will help in determining the hierarchy of various actions and activities which may be taken by the management for managing the factors that remarkably affect the lean management in hospitals.
Social implications
In this paper, only 15 variables appropriate for the Indian healthcare industry have been identified. The model developed in the present research has not been validated statistically which can be done by structural equation modeling (SEM).
Originality/value
Though there are various studies which depict that lean principles have been implemented successfully in various industries, there are few studies specifying the application of lean principles in healthcare sector in India. This paper is an attempt to identify various factors which are important for application of Lean concept in the healthcare sector.
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Satbir Singh, Vivek Agrawal and R.P. Mohanty
The purpose of this research paper is to study the significant enablers for a competitive supply chain and analyze the relationships among them by using multi-criteria…
Abstract
Purpose
The purpose of this research paper is to study the significant enablers for a competitive supply chain and analyze the relationships among them by using multi-criteria decision-making (MCDM) techniques. The supply chain (SC) managers will get better insights from the models of this study to design their SCs that are more competitive for competitive advantage.
Design/methodology/approach
After an extensive review of literature followed by experts' opinions, 21 significant enablers for a competitive SC (CSC) were selected for structural modeling using MCDM techniques of total interpretive structural modeling (TISM), Impact Matrix Cross-Reference Multiplication Applied to a Classification (MICMAC), followed by decision-making trial and evaluation laboratory (DEMATEL) approach.
Findings
Top management commitment is the most prominent causing enabler of a CSC; customer satisfaction is the topmost effect enabler; the operational performance of individual firms in the supply chain is a crucial enabler of a CSC.
Practical implications
The results and findings of this study would provide better insights to SC professionals and practitioners to comprehend the significant enablers of a CSC for designing and executing SC operations more competitively to achieve better customer satisfaction and sustainable business performance.
Originality/value
To the best of the authors’ knowledge, this is a foremost study focusing on the significant enablers of a CSC by utilizing the TISM along with MICMAC and DEMATEL methods. It is expected that this research will offer useful guidance for assessing and considering the SC enablers for achieving a CSC and facilitate new research in this area with more thrust.