The Role of Marketing Research in New Technology Ventures

1977 ◽  
Vol 20 (3) ◽  
pp. 20-25 ◽  
Author(s):  
Blair Little ◽  
Robert G. Cooper
Keyword(s):  
New Technology ◽  
Marketing Research ◽  
Technology Ventures

Buying-Shopping Disorder among Women: The Role of Vulnerability to Marketing, Buying Motives, Impulsivity, and Self-Esteem

2020 ◽  
Vol 27 (4) ◽  
pp. 294-303
Author(s):  
Emeline Chauchard ◽  
Julie Mariez ◽  
Marie Grall-Bronnec ◽  
Gaëlle Challet-Bouju
Keyword(s):  
Online Survey ◽  
Marketing Research ◽  
Self Esteem ◽  
Marketing Strategies ◽  
Fashion Industry ◽  
Intention To Purchase ◽  
And Coping ◽  
Alcohol Users ◽  
The Relationship

<b><i>Introduction:</i></b> The influence of marketing on addictive behaviours has been studied among tobacco and alcohol users. Although the fashion industry is highly influenced by marketing, research has poorly studied vulnerability to fashion marketing as a factor related to buying-shopping disorder (BSD) while considering psychological characteristics (buying motives, impulsivity, and self-esteem). <b><i>Objective:</i></b> The objective of the present work is to investigate the relationship between vulnerability to marketing and BSD. <b><i>Methods:</i></b> Women (<i>n</i> = 242) were exclusively recruited through social networking. They completed an online survey exploring the severity of BSD using the <i>Compulsive Buying Scale</i> (CBS) and the psychological factors associated with BSD (impulsivity, self-esteem, and buying motives) and an experimental task designed to investigate the intention to purchase in several situations, where marketing modalities such as price, brand, and packaging fluctuate. <b><i>Results:</i></b> Among the 242 participants in the study, 34 were identified as compulsive buyers (14%). Income level was considered, and compulsive buyers displayed a higher level of vulnerability to marketing, except for the packaging modality. High levels of positive urgency, lack of premeditation, and coping motivation were found to be significant predictors of the CBS score, but vulnerability to marketing was not. <b><i>Discussion and Conclusions:</i></b> Compulsive buyers seem to be more sensitive to marketing strategies, although vulnerability to marketing was not identified as a predictor of the severity of BSD. Given the enormous literature on the role of marketing in other addictive behaviours, further studies are needed to better understand the role of marketing in BSD to develop appropriate public health policies.

Can Innovative Technologies Overcome HbA1c Disparity for African-American Youth with Type 1 Diabetes?

2021 ◽  
pp. 193229682110213
Author(s):  
Stuart Chalew ◽  
Alan M. Delamater ◽  
Sonja Washington ◽  
Jayalakshmi Bhat ◽  
Diane Franz ◽  
...  
Keyword(s):  
Type 1 Diabetes ◽  
Racial Disparity ◽  
Diabetes Management ◽  
New Technology ◽  
African American Youth ◽  
Glucose Monitoring ◽  
Supportive Role

Achieving normal or near-normal glycemic control as reflected by HbA1c levels in patients with type 1 diabetes (T1D) is important for preventing the development and progression of chronic complications. Despite delineation and dissemination of HbA1c management targets and advances in insulin pharmacology, insulin delivery systems, and glucose monitoring, the majority of children with T1D do not achieve HbA1c goals. In particular, African Americans are more likely not to reach HbA1c goals and have persistently higher HbA1c than Non-Hispanic Whites. Availability of pumps and other technology has not eliminated the disparity in HbA1c. Multiple factors play a role in the persisting racial disparity in HbA1c outcome. The carefully designed application and deployment of new technology to help the patient/family and facilitate the supportive role of the diabetes management team may be able to overcome racial disparity in glycemic outcome and improve patient quality of life.

The Undergraduate Marketing Research Course: Two Decades of Change

2020 ◽  
pp. 027347532096050
Author(s):  
Eileen Bridges
Keyword(s):  
Data Collection ◽  
Data Analytics ◽  
New Technology ◽  
Marketing Research ◽  
Customer Data ◽  
Critical Gap ◽  
The Past ◽  
Data Collection And Analysis ◽  
Marketing Data ◽  
Observational Techniques

This article looks back over the past two decades to describe how teaching of undergraduate marketing research has (or has not) changed. Sweeping changes in technology and society have certainly affected how marketing research is designed and implemented—but how has this affected teaching of this important topic? Although the purpose of marketing research is still to better understand target customer needs, the tools are different now: customer data are typically collected using technology-based interfaces in place of such instruments as mailed, telephone, or in-person surveys. Observational techniques collect more data electronically rather than requiring a human recorder. Similarly, sampling has changed: sample frames are no longer widely used. Many of these changes are not yet fully discussed in marketing research courses. On the other hand, there is increasing interest in and availability of courses and programs in marketing data analytics, which teach specialized skills related to analysis and interpretation of electronic databases. Perhaps even more importantly, new technology-based tools permit greater automation of data collection and analysis, and presentation of findings. A critical gap is identified in this article; specifically, effort is needed to better integrate the perspectives of data collection and data analysis given current research conditions.

New Technologies and the Prospects for Europe's Farmers

1988 ◽  
Vol 17 (1) ◽  
pp. 2-6
Author(s):  
Patrick Commins ◽  
James V. Higgins
Keyword(s):  
New Technologies ◽  
New Technology ◽  
Economic Resources ◽  
Agricultural Producers ◽  
Future Developments ◽  
Commercial Viability

This article examines possible future developments with particular references to the role of new technology and the implications for Europe's agricultural producers. The main proposition is that the maintenance of commercial viability will oblige producers to adopt innovations and new practices, but the most successful will be farmers with the greater economic resources and superior managerial abilities. The outcome will be increasing socio-economic differentiation within the EEC population of agricultural producers and an increasing proportion of farm output coming from the top 20 per cent of farmers in the Community.

Digital Technology at the Edge of Capitalism

2021 ◽  
Vol 28 (3) ◽  
pp. 1-39
Author(s):  
Débora De Castro Leal ◽  
Max Krüger ◽  
Vanessa Teles E. Teles ◽  
Carlos Antônio Teles E. Teles ◽  
Denise Machado Cardoso ◽  
...  
Keyword(s):  
New Technology ◽  
Economic Life ◽  
Global Capitalism ◽  
Traditional Values ◽  
Brazilian Amazon Region ◽  
Specific Material ◽  
Culture And Development ◽  
Global Systems ◽  
The Relationship

It is sometimes argued that there is hardly a place in the world in the 21st century left untouched by global capitalism [111, 112]. Even so, some places remain at the periphery, participating in this system without being fully absorbed by it. In this article, we take a detailed look at the economic life of such a “pericapitalist” [161] community in the Brazilian Amazon region. We detail how the community increasingly participates in global systems and supply chains, yet also organizes economic life around local and traditional values. We pay special attention to the role of digital technologies in the community, including mobile phones and internet. The contribution of the article is as follows: firstly, it provides a detailed analysis of the material practices of a community at the edge . Secondly, it draws attention to the heterogeneous nature of responses to global capitalism, formed from the relationship between specific material practices, new technology, and elements of cultural identity. Thirdly, it argues for an increased sensibility towards these different relations to capitalism when considering design implications. We argue that close attention to material practice goes some way towards resolving those tensions and, further, provides for an appeal to a more pluralistic views of culture and development [61].

Intergenerational hybrid products in periods of discontinuous change

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wilian Gatti Junior ◽  
Alceu Salles Camargo Junior ◽  
Paul Varella
Keyword(s):  
New Technologies ◽  
New Technology ◽  
Annual Reports ◽  
Discontinuous Change ◽  
Historical Case ◽  
Content Type ◽  
Industrial Sectors ◽  
Hybrid Products ◽  
Organizational Inertia

PurposeThis study examines the role of hybrid products employed in companies' innovation strategy within three American industrial sectors: tires, typewriters and photography cameras.Design/methodology/approachThe authors selected historical cases that enabled us to present the role of hybrid products in periods of discontinuous change. Different sources are employed in this study: papers, books, cases, working papers, videos, manuals and product catalogues, companies' annual reports, company websites, advertising, collectors' websites and museums, in addition to press and other media reports.FindingsThe authors’ historical case analysis points to two forms of hybrid products. (1) Exploitation-hybrid, which incorporates significant elements from the existing dominant design and aims at extending the revenue-generating opportunities of the existing products. (2) Exploration-hybrid, which works as an offensive strategy, as the firm uses the exploration-hybrid to promote a gradual and controlled adoption of new technology by reducing risks and the cost of change for the customer.Research limitations/implicationsThe authors’ proposed definitions strengthen the idea that hybrids are not only a reflection of organizational inertia (exploitation-hybrid). Hybrids can also mean a more proactive stance in the strategy of developing and adopting new technology (exploration-hybrid).Originality/valueThis study acknowledged hybrid products as a learning instrument that materialized the organizational ambidexterity, favoring at the same time exploitation, generally attributed to organizational inertia, and the exploration of new segments of customers or the use of new technologies.

Sign in / Sign up

Export Citation Format

Share Document