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Case study
Publication date: 20 September 2018

Amira Khattak and Young-Eun Park

The case could be used in many courses in the field of business and management, for example, environmental management, strategic management, corporate strategy, green or…

Abstract

Subject area

The case could be used in many courses in the field of business and management, for example, environmental management, strategic management, corporate strategy, green or sustainable marketing and international business.

Study level/applicability

The case has a difficulty level of being appropriate for undergraduate and postgraduate students. However, in utilizing this case as a required component of business courses at various levels, the authors have discovered a different approaching between undergraduate students and postgraduate students in answering those discussion questions. Undergraduate students have tended to focus on the more conceptual and basic approaching based on understanding the main concepts of environmental upgrading. Postgraduate students have a better application and critical thinking based on a better understanding of the fundamental knowledge and concepts. Accordingly, the case has been developed in a manner that will allow students to realize the importance of environmental issues and analyze the company’s main issues as detailed in the case and then suggest opinions and any ideas for the strategy the company should consider and pursue in future. Furthermore, students should identify several points on the company’s chosen strategies and actions for environmental upgrading.

Case overview

This case is written in the form of an interview with the Chairman and chief executive officer of VIYELLATEX Group, one of the leading firms which embarked upon environmental upgrading in the apparel industry of Bangladesh and in the world. This is an analytical case and not a decision-making one. The main theme of the case revolves around analyzing what drove VIYELLATEX Group to upgrade environmentally, how the group upgraded, the challenges that VIYELLATEX Group has faced and outcomes of environmental upgrading. Environmental upgrading implies an improvement in environmental performance through changes in technological, social and organizational processes and avoiding or reducing the environmental impacts of businesses. In summary, the VIYELLATEX case is an investigation of a leading company in Bangladesh to implement environmental standards and management practices being part of the apparel global apparel industry governed by global retailers and brand marketers.

Expected learning outcomes

The learning outcomes are understanding of “corporate sustainability” as a corporate social responsibility of business philosophy, understanding of key features of the apparel industry in Bangladesh, understanding of the main issues and challenges faced by the apparel firms (suppliers) involved in international business regarding environmental upgrading, understanding of the relationship with primary stakeholders, in particular buyers of apparel firm (defining stakeholders and how to cooperate with stakeholders) and understanding of the environmental upgrading in terms of its drivers, processes and outcomes.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code:

CSS 4 Environmental Management.

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Article
Publication date: 29 November 2018

Young Eun Park, Hyunsang Son, Sung-Un Yang and Jae Kook Lee

The purpose of this paper is to demonstrate whether or not public relations efforts in corporate social responsibility (CSR) influence the news media in corporate crisis…

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Abstract

Purpose

The purpose of this paper is to demonstrate whether or not public relations efforts in corporate social responsibility (CSR) influence the news media in corporate crisis situations.

Design/methodology/approach

The study conducted a content analysis of press releases and news media based on traditional human-coded cross-lag analyses and a machine learning technique, a novel method of big data analysis to test hypotheses.

Findings

Results indicate that CSR press releases indeed influenced the news media. During the crisis point, however, agenda-building was not observed.

Practical implications

Corporations need to continue CSR activities and provide public relations materials consistently even after a crisis, as an agenda-building role could be recovered.

Originality/value

The study examines the relationship between CSR and crisis situations in an agenda-building theoretical framework. The authors introduce agenda-building in the corporate sector with machine learning techniques.

Details

Journal of Communication Management, vol. 23 no. 1
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 17 December 2019

Eun Young Park and Jung Min Jang

The purpose of this paper demonstrate that purchase intention toward a cause-related marketing (CRM)-enhanced product can be positively correlated with consumers’ social…

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Abstract

Purpose

The purpose of this paper demonstrate that purchase intention toward a cause-related marketing (CRM)-enhanced product can be positively correlated with consumers’ social responsibility consciousness (SRC) and can be increased or decreased merely by changing the evaluation mode.

Design/methodology/approach

The authors conduct three experimental studies with two levels of SRC (high vs low) × two evaluation modes (joint evaluation (JE) vs separate evaluation (SE)) between-subjects design. The dependent variable is purchase intent toward the CRM-enhanced product.

Findings

The results indicate that consumers with high SRC are more likely than those with low SRC to purchase a CRM-enhanced product when two products are presented side by side (JE). However, consumers’ SRC level does not impact purchase intention when they see only one product (SE) independently (Study 1). The authors confirm that the proposed effect is mediated by perceived price fairness toward the product (Studies 2 and 3).

Research limitations/implications

Future research on CRM-enhanced products should carefully consider that the impact of individuals’ SRC level was in very different directions depending on the evaluation mode. In addition, further investigation is needed to address generalizability issues regarding samples and hypothetical stimuli.

Practical implications

These findings offer recommendations to help practitioners design effective marketing communications about CRM practice for target markets.

Originality/value

To the authors best knowledge, the current study is the first attempt to explore the crucial role of SRC, presentation mode and their interaction on purchase intention toward CRM-enhanced products.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 8
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 7 March 2019

Ha Eun Park, Sheau Fen Crystal Yap and Marian Makkar

The purpose of this paper is to uncover the motivational tensions underlying mobile shopping (m-shopping) behaviours. The authors focus on consumer motivations and the pursuit of…

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Abstract

Purpose

The purpose of this paper is to uncover the motivational tensions underlying mobile shopping (m-shopping) behaviours. The authors focus on consumer motivations and the pursuit of life end goals with respect to m-shopping.

Design/methodology/approach

Based on the means-end chain theory, hard-laddering approach was used to elicit associations between attributes, consequences and values from 251 online participants. Content analysis was used to develop a hierarchical value map “mapping” these associations to uncover underlying values for m-shopping.

Findings

Mobile shoppers are motivated by their self-actualisation needs (self-focused) and/or social needs (other-focused). Participants’ response contradictions reflected internal complexities and ambivalences during their purchasing decisions. Decisions are based on their concerns around security, time, technological or financial.

Practical implications

This study provides managerial insights into retail marketing and strategies. Marketers should consider creating user-friendly applications by researching the customer journey experience, heightening security measures and ensuring that added-value offers are clearly communicated to meet consumers’ personal values and motivations.

Originality/value

The paper presents an original conceptual contribution of personal values related to m-shopping as desires for self-empowerment, altruism and relationships with others, self-fulfilment and hedonism and possible consumer internal conflicts.

Details

Marketing Intelligence & Planning, vol. 37 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 10 July 2017

Young-Min Lee and Sung-Eun Cho

The purpose of this paper is to ascertain the status of recent Korean four-year college students’ acquisition of vocational qualification certificates (hereinafter “certificates”…

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Abstract

Purpose

The purpose of this paper is to ascertain the status of recent Korean four-year college students’ acquisition of vocational qualification certificates (hereinafter “certificates” or “qualifications”), the factors that influence certificate acquisition, and the resulting employment and wage effects.

Design/methodology/approach

Regression analysis was conducted on the data from the Graduates Occupational Mobility Survey.

Findings

The results showed that females and medicine and education majors had higher rates of vocational qualifications, as did the students in provincial as compared to metropolitan areas and students with high grades. In terms of effects on labor market outcomes, vocational qualifications exert a moderate degree of positive influence on employment rate, wage at the time of initial employment, and current wage (i.e. there is a persistent wage effect).

Originality/value

This study will provide policy implications to decrease youth unemployment in Korea and worldwide as well as to build employment services supporting the acquisition of vocational qualifications across various disciplines.

Details

Education + Training, vol. 59 no. 6
Type: Research Article
ISSN: 0040-0912

Keywords

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Article
Publication date: 12 August 2019

Kyoung Cheon Cha, Minah Suh, Gusang Kwon, Seungeun Yang and Eun Ju Lee

The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young

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Abstract

Purpose

The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively.

Design/methodology/approach

The authors conducted a functional near-infrared spectroscopy (fNIRS) experiment with 56 young adults (23 females; mean age 24 years) with normal vision and hearing and no record of neurological disease. The authors calculated total blood flow (TBF) and hemodynamic randomness and examined their relationships with online popularity.

Findings

The authors found that TBF to the right medial prefrontal cortex increased more when the young adults heard music that presented acoustic stimulation well above previously defined optimal sensory level. The hemodynamic randomness decreased significantly when the participants listened to music that provided near- or above-OSL stimulation.

Research limitations/implications

Online popularity, recorded as the number of daily hits, was significantly positively related with the TBF and negatively related with hemodynamic randomness.

Practical implications

These findings suggest that a new media marketing strategy may be required that can provide a sufficient level of sensory stimulation to Millennials in order to increase their engagements in various use cases including entertainment, advertising and retail environments.

Social implications

Digital technology has so drastically reduced the costs of sharing and disseminating information, including music, that consumers can now easily use digital platforms to access a wide selection of music at minimal cost. The structure of the current music market reflects the decentralized nature of the online distribution network such that artists from all over the world now have equal access to billions of members of the global music audience.

Originality/value

This study confirms the importance of understanding target customer’s sensory experiences would grow in determining the success of digital contents and marketing.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 10 July 2024

Ju Hui Kang, Eun-Young Ko and Gi Woong Choi

This study aims to explore scientific discourses on vaccination in YouTube comments using the Connectivism theory as a foundational guide in the inquiry of understanding knowledge…

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Abstract

Purpose

This study aims to explore scientific discourses on vaccination in YouTube comments using the Connectivism theory as a foundational guide in the inquiry of understanding knowledge seeking and sharing. The authors sought to understand how individuals share and seek information by using external sources through URL links to validate their arguments.

Design/methodology/approach

Using content analysis, the authors extracted and analysed 584 random comments with URL links from eight YouTube videos scientifically addressing the purpose of vaccines. The comments were coded by stance (pro, anti, and neutral) and the type of resource to observe how their links were used.

Findings

The results showed that URL links were composed of quotes, questions, and opinions. Many sources came from research papers, conspiracy websites, or other videos. Some of the comments did not accurately reflect the information from research papers and showed little scientific reasoning. This suggests the need for critical evaluation among individuals when finding information online.

Research limitations/implications

The findings can be expanded to explore different types of information literacy practices in the comment section of social media for both informal and formal environments.

Practical implications

YouTube is useful in fostering scientific discourse and information-seeking/sharing practices among individuals. However, considering the inaccuracy of content deliverance, educators and individuals will need to consider how to teach/conduct information literacy skills when implementing social media for educational purposes.

Originality/value

Only a few studies have conducted research on comments using URL links, the originality of sources and how the sources were used in argumentation.

Details

Information and Learning Sciences, vol. 125 no. 9
Type: Research Article
ISSN: 2398-5348

Keywords

Available. Open Access. Open Access
Article
Publication date: 9 April 2024

Norm O'Reilly, Caroline Paras, Madelaine Gierc, Alexander Lithopoulos, Ananya Banerjee, Leah Ferguson, Eun-Young Lee, Ryan E. Rhodes, Mark S. Tremblay, Leigh Vanderloo and Guy Faulkner

Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known…

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Abstract

Purpose

Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts.

Design/methodology/approach

Exploratory sequential mixed methods involving two studies were completed on behalf of ParticipACTION, with the authors developing the research instruments and the collection of the data undertaken by research agencies. Study 1 was the secondary analysis of qualitative data from five focus groups with different demographic compositions that followed a common question guide. Study 2 was a secondary data analysis of a pan-Canadian online survey with a sample (n = 1,475) representative of the overall adult population that assessed awareness of, and attitudes toward, ParticipACTION, Body Break, physical activity and sport participation. Path analysis tested a proposed model that was based on previous research on attitudes, brand and loyalty. Further, multi-group path analyses were conducted to compare younger generations with older ones.

Findings

The results provide direction and understanding of the importance of nostalgia in marketing sport participation programs across generational cohorts. For instance, in the four parent-adult focus groups, unaided references as well as frequent and detailed comments regarding Body Break were observed. Similarly, Millennials reported that Body Break was memorable, Canadian and nostalgic, with a mix of positive and negative comments. The importance of nostalgia was supported sequentially via results from the national survey. For example, while 54.1% of the 40–54 age-group associated ParticipACTION positively with Body Break, so did 49.8% of the 25–39-year age group, most of whom were not born when the promotion ran. Further, brand resonance was found to explain 4% more variance in moderate-to-vigorous physical activity (MVPA), the proxy for sport participation, for younger people compared to older people.

Practical implications

Results provide direction to brands, properties and agencies around the use of nostalgia in sport marketing campaigns and sponsorship efforts. For brands seeking to sponsor sport properties to alter their image with potential consumers in a new market, associating with a sport property that many view as nostalgic could improve the impact of the campaign. On the sport property side, event managers and marketers should both identify existing assets that members or fans are nostalgic about, as well as consider building nostalgia into current and new properties they develop.

Originality/value

This research is valuable to the sport marketing and sponsorship literature through several contributions. First, the use of nostalgia marketing, and nostalgia in general, is novel in the sport marketing and sponsorship literature, with future research in nostalgia and sponsorship recommended. Second, the potential to adopt or adapt Body Break to other sport participation and physical activity properties is empirically supported. Finally, the finding that very effective promotions can have a long-lasting effect, both on those who experienced the campaigns as well as younger populations who only heard about it, is notable.

Details

International Journal of Sports Marketing and Sponsorship, vol. 25 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 7 August 2017

Eun-Suk Yang, Jong Dae Kim, Chan-Young Park, Hye-Jeong Song and Yu-Seop Kim

In this paper, the problem of a nonlinear model – specifically the hidden unit conditional random fields (HUCRFs) model, which has binary stochastic hidden units between the data…

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Abstract

Purpose

In this paper, the problem of a nonlinear model – specifically the hidden unit conditional random fields (HUCRFs) model, which has binary stochastic hidden units between the data and the labels – exhibiting unstable performance depending on the hyperparameter under consideration.

Design/methodology/approach

There are three main optimization search methods for hyperparameter tuning: manual search, grid search and random search. This study shows that HUCRFs’ unstable performance depends on the hyperparameter values used and its performance is based on tuning that draws on grid and random searches. All experiments conducted used the n-gram features – specifically, unigram, bigram, and trigram.

Findings

Naturally, selecting a list of hyperparameter values based on a researchers’ experience to find a set in which the best performance is exhibited is better than finding it from a probability distribution. Realistically, however, it is impossible to calculate using the parameters in all combinations. The present research indicates that the random search method has a better performance compared with the grid search method while requiring shorter computation time and a reduced cost.

Originality/value

In this paper, the issues affecting the performance of HUCRF, a nonlinear model with performance that varies depending on the hyperparameters, but performs better than CRF, has been examined.

Details

Engineering Computations, vol. 34 no. 6
Type: Research Article
ISSN: 0264-4401

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Article
Publication date: 9 January 2017

Eun-A Park

This paper aims to examine the dramatically different markets for over-the-top (OTT) TV services that have emerged in the USA, and other leading markets such as Japan and Korea…

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Abstract

Purpose

This paper aims to examine the dramatically different markets for over-the-top (OTT) TV services that have emerged in the USA, and other leading markets such as Japan and Korea. Whereas OTT TV services emerged as extensions of mainstream audiovisual providers in Korea and Japan, further entrenching their dominance, they emerged in the USA as market-disrupting newcomers such as Netflix. This paper seeks to explain why, putting forward four explanations: lower resistance to disruptive innovation in public TV dominant systems; higher production costs; lower penetration of broadband-capable devices; and more expensive mobile pricing plans.

Design/methodology/approach

This comparative case study examines news and trade press articles, industry surveys and government reports to identify the reasons behind these contrasting experiences of Japan, South Korea and the USA in the deployment of OTT TV services.

Findings

To explain why events in the three countries took such dramatically different paths, four explanations were put forward, all complementing one another: lower resistance to disruptive innovation in public TV dominant systems; higher audiovisual production costs in the USA making market-disruptive moves to new technological platforms more risky; lower penetration of broadband-capable devices reducing the profit potential of new OTT-based platforms; and more expensive mobile pricing plans, making it harder for users to access OTT content.

Originality/value

The global trend in the growth of OTT TV services masks significant differences in growth trends and business initiatives at the national level. This paper aims to examine and understand why OTT TV services have shown such different patterns across countries.

Details

Digital Policy, Regulation and Governance, vol. 19 no. 1
Type: Research Article
ISSN: 2398-5038

Keywords

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