Search results

1 – 5 of 5
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 12 October 2012

Sungil Lee and Shijin Yoo

The purpose of this paper is twofold – the first is to explore the key actions that enabled Pizza Hut Korea (PHK) to come out of a nine‐year decline in sales and profits. The…

4514

Abstract

Purpose

The purpose of this paper is twofold – the first is to explore the key actions that enabled Pizza Hut Korea (PHK) to come out of a nine‐year decline in sales and profits. The second purpose is to delve deeper into the concept of return on marketing as applied to the turnaround of Pizza Hut Korea, using customer lifetime value (LTV) and the related return on marketing investment (ROMI) principles that were instrumental in turning around the business.

Design/methodology/approach

The main method used is interviews with company senior management, reviews of internal company data as well as external data and literature reviews of existing theories on return on marketing. The case uses a specific promotional decision that senior management must make to review the decision methodologies using return on marketing. This quantified return estimate is then combined with marketing and business strategic considerations to review the decision that management should make regarding the promotion. In addition, the detailed executive interviews shed light on the approaches taken by the senior management to effect a change in culture as well as the disciplined business reviews that were put in place to improve the financial performance. Finally the case describes the marketing insights that led the firm to implement their consumer promotions to help turn the business around.

Findings

Turning around a business that has been in decline for a long time requires not just keen consumer insight and excellent marketing tactics, it is a combination of changing the culture of the company and mindset of the leaders along with instilling disciplined financial processes and driving consumer insight driven strategies. In particular, this study focuses on the role of quantified marketing investment return model that helped to drive a fact‐based, data‐driven decision‐making process that, combined with strategic insight, helped to turn the business around. The lifetime value and return on marketing investment model employed by Pizza Hut Korea provides a starting framework for analyzing marketing investment returns that can be adapted by many other companies.

Originality/value

Though there has been research conducted in many turnaround situations, there has been virtually no work done to examine the turnaround strategies employed using key marketing return metrics. In addition, the study provides value in that it examines the totality of management principles employed (cultural, organizational, financial, marketing) to drive innovation and change. This study will be useful for those that seek to better understand the key principles involved in turning around a business but with particular emphasis on quantified marketing returns analysis using return on marketing investment method.

Details

Management Decision, vol. 50 no. 9
Type: Research Article
ISSN: 0025-1747

Keywords

Access Restricted. View access options
Article
Publication date: 11 January 2013

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

920

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Marketing is one of several key operations that play a fundamental part in the success of any company. Those closely involved in its activities will no doubt claim it is the most critical of them all. Regardless of its place in the pecking order of importance, marketing is not immune when the financial well‐being of the firm needs protecting. Indeed, the department will often be first in line when budgets are slashed. In comparison to other functions within an organization, marketing is something of an easy target. Why? Because its returns on spending are notoriously difficult to quantify. That the predictable objections tend to fall on deaf ears is therefore hardly surprising.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Details

Strategic Direction, vol. 29 no. 2
Type: Research Article
ISSN: 0258-0543

Keywords

Access Restricted. View access options
Article
Publication date: 23 May 2019

Sungil Kim, Heeyoung Kim and Jye-Chyi Lu

This paper aims to propose a statistical method to measure the impacts of stockouts on demand, using a segmented linear regression model.

365

Abstract

Purpose

This paper aims to propose a statistical method to measure the impacts of stockouts on demand, using a segmented linear regression model.

Design/methodology/approach

The proposed method is applied to data sets from large retail chains to measure the impacts of stockouts of an item on substitute items. The measured impacts of stockouts can be used to estimate the true demand of the sold-out item by recovering the lost demand (turned-away demand), as well as to estimate the true demand of the substitute item by reducing the extra demand.

Findings

This study found that estimated true demand by the proposed method improves sales forecasting and calculation of the annual expected revenue.

Originality/value

A new method to measure the impacts of stockouts on the demand of substitute items was proposed. The proposed method is practical, in that, it is conceptually simple, computationally efficient and applicable in general scenarios. Also, the proposed method is scalable for larger data sets.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Access Restricted. View access options
Article
Publication date: 18 November 2021

Sungil Hong, Yujin Kim and Eunhwa Yang

This study investigates the relationships between the built environments of learning commons and user productivity, such as collaborative and individual work productivity and…

1093

Abstract

Purpose

This study investigates the relationships between the built environments of learning commons and user productivity, such as collaborative and individual work productivity and overall environmental satisfaction.

Design/methodology/approach

A case study was conducted in a learning commons building at a higher education campus in the USA. The data collection and analysis were conducted with the survey responses of satisfaction with indoor environments and perceived productivity as well as the objective indoor environmental quality (IEQ) measurements. Statistical analysis was performed, including descriptive analysis, principal component analysis (PCA), regression analysis and ANOVA test.

Findings

The study presents that satisfaction with noise level is positively associated with individual productivity. The results imply that the spatial properties of open-plan commons, such as visibility and accessibility, are associated with space users' interactions and collaborative productivity. Overall satisfaction is in a positive relationship with lighting satisfaction, study supporting artifacts and furniture configuration. The results of this study reveal the importance of meeting the standards in IEQ factors on individual productivity and the spatial features preferred by space users that facilitate tasks and activities.

Originality/value

The mixed-method approach, including subjective and objective data collection of IEQ, is rarely utilized to show the relationships with perceived productivity. This study investigates a unique building design feature such as step seats in relation to space use and perceived productivity. The findings inform library leadership about environmental characteristics related to the user experience in learning commons, a new format of academic libraries.

Details

Library Management, vol. 43 no. 1/2
Type: Research Article
ISSN: 0143-5124

Keywords

Available. Open Access. Open Access
Article
Publication date: 30 June 2022

Norita Ahmad and Arief M. Zulkifli

This study aims to provide a systematic review about the Internet of Things (IoT) and its impacts on happiness. It intends to serve as a platform for further research as it is…

3760

Abstract

Purpose

This study aims to provide a systematic review about the Internet of Things (IoT) and its impacts on happiness. It intends to serve as a platform for further research as it is sparse in in-depth analysis.

Design/methodology/approach

This systematic review initially observed 2,501 literary articles through the ScienceDirect and WorldCat search engines before narrowing it down to 72 articles based on subject matter relevance in the abstract and keywords. Accounting for duplicates between search engines, the count was reduced to 66 articles. To finally narrow down all the literature used in this systematic review, 66 articles were given a critical readthrough. The count was finally reduced to 53 total articles used in this systematic review.

Findings

This paper necessitates the claim that IoT will likely impact many aspects of our everyday lives. Through the literature observed, it was found that IoT will have some significant and positive impacts on people's welfare and lives. The unprecedented nature of IoTs impacts on society should warrant further research moving forward.

Research limitations/implications

While the literature presented in this systematic review shows that IoT can positively impact the perceived or explicit happiness of people, the amount of literature found to supplement this argument is still on the lower end. They also necessitate the need for both greater depth and variety in this field of research.

Practical implications

Since technology is already a pervasive element of most people’s contemporary lives, it stands to reason that the most important factors to consider will be in how we might benefit from IoT or, more notably, how IoT can enhance our levels of happiness. A significant implication is its ability to reduce the gap in happiness levels between urban and rural areas.

Originality/value

Currently, the literature directly tackling the quantification of IoTs perceived influence on happiness has yet to be truly discussed broadly. This systematic review serves as a starting point for further discussion in the subject matter. In addition, this paper may lead to a better understanding of the IoT technology and how we can best advance and adapt it to the benefits of the society.

Details

Digital Transformation and Society, vol. 1 no. 1
Type: Research Article
ISSN: 2755-0761

Keywords

1 – 5 of 5
Per page
102050