Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Davoud Nikbin ◽  
Mohammad Iranmanesh ◽  
Morteza Ghobakhloo ◽  
Behzad Foroughi
Keyword(s):  
Systematic Review ◽  
Design Methodology ◽  
Business Environment ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Product Price ◽  
Content Type ◽  
Scopus Database ◽  
Behaviour Changes ◽  
Marketing Budgets

PurposeThis study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What marketing mix strategies should companies undertake to shine in the post-pandemic world?Design/methodology/approachAs recession caused by the COVID-19 crisis is one of the main drivers of business environment and customer behaviour changes, the authors systematically reviewed articles on marketing mix strategies during recessions. Out of 1,128 documents extracted from the Scopus database, 41 English-written articles were selected and analysed.FindingsThis study illustrates: (1) marketing budgets should not be cut during COVID-19 and (2) the marketing mix practices and strategies that firms should undertake during COVID-19 pandemic in terms of product, price, promotion, and place were explained.Originality/valueThe findings of this study advance the understanding of marketing strategies and practices that should be adopted and put into practice to deal with the impacts of COVID-19 on the business environment and shine in the post-COVID-19 world.

Tourism services: facing the challenge of new tourist profiles

2016 ◽  
Vol 8 (6) ◽  
pp. 654-669 ◽  
Author(s):  
Margarida Custódio Santos ◽  
Célia Veiga ◽  
Paulo Águas
Keyword(s):  
Design Methodology ◽  
Service Providers ◽  
Digital Natives ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Market Segment ◽  
Market Segments ◽  
Pertinent Literature ◽  
Content Type ◽  
Tourism Services

Purpose This paper sought to examine the pertinent literature to identify trends that lead to the emergence of new tourist profiles. The study simultaneously focused on analysing the implications of these new tourist segments for service providers. In a time characterised by constant and accelerated change, the tourism market environment must be systematically and proactively monitored to define more carefully adjusted marketing strategies. Design/methodology/approach The paper examined the academic, institutional and trade literature to provide an overview of the main trends and profiles of the main market segments. Findings The most relevant segments identified and profiled are the seniors and millennials. The importance of this two generational segments for tourism derives from their large dimensions and strong interest in travelling. Empirical evidence has been found that the senior segment comprises two distinct sub-segments: “younger at heart” and “older at heart”. Therefore, seniors cannot be targeted as a homogeneous segment. Regarding the millennials, they are considered digital natives, who look for authentic experiences and see themselves as travellers rather than tourists. They are expected to be the largest market segment by 2020. The implications of each segment profile for service providers are discussed. Originality/value The profiling of the two most important tourist segments allows managers to design more effective marketing-mix strategies to implement along the different stages of the tourism consumption process, which include the pre-travel, during-travel and post-travel phases.

Information processing by elderly consumers: a five-decade review

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gianluigi Guido ◽  
Marco Pichierri ◽  
Cristian Rizzo ◽  
Verdiana Chieffi ◽  
George Moschis
Keyword(s):  
Information Processing ◽  
Design Methodology ◽  
State Of The Art ◽  
Relevant Literature ◽  
Academic Research ◽  
The Elderly ◽  
Marketing Strategies ◽  
Content Type ◽  
Processing Activity ◽  
Elderly Consumers

Purpose The purpose of this study is to review scholarly research on elderly consumers’ information processing and suggest implications for services marketing. Design/methodology/approach The review encompasses a five-decade period (1970–2018) of academic research and presents relevant literature in four main areas related to information processing: sensation, attention, interpretation and memory. Findings The study illustrates how each of the aforementioned phases of the information processing activity may affect how elderly individuals buy and consume products and services, emphasizing the need for a better comprehension of the elderly to develop effectual marketing strategies. Originality/value The study provides readers with detailed state-of-the-art knowledge about older consumers’ information processing, offering a comprehensive review of academic research that companies can use to improve the effectiveness of their marketing efforts that target the elderly market.

Examining the influences of perceived exclusivity and perceived rarity on consumers' perception of luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xujia Wang ◽  
Billy Sung ◽  
Ian Phau
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Content Type ◽  
Product Categories ◽  
Theoretical Support ◽  
Confirmatory Factor ◽  
Luxury Market ◽  
Practical Implications

PurposeThe purpose of this study is to investigate how exclusivity and rarity (natural versus virtual) influence consumers' perceptions of luxury. Further, it examines whether exclusivity and rarity can function as distinct marketing strategies in today's luxury market environment.Design/methodology/approachOnline questionnaires were administered by adapting developed scales from prior research. Research stimuli were chosen from three luxury categories including bags, wine and cruise. Confirmatory factor analysis and multiple regressions were used to test the hypotheses.FindingsThe results confirmed that exclusivity, natural rarity and virtual rarity were perceived as relatively distinct constructs among our sample. Findings also highlighted that perceived natural rarity (PNR) has consistently emerged as a positive and significant contributor to consumers' perceptions of luxury across all three luxury categories. The influence of perceived exclusivity (PE) on perceptions of luxury has also shown to be significant for two product categories (luxury bag and luxury wine), whereas perceived virtual rarity (PVR) did not show any significant effects across all three categories.Practical implicationsThe results indicate that consumers perceive natural rarity, virtual rarity and exclusivity as relatively distinctive marketing strategies. This suggests that luxury businesses can adopt each strategy independently to achieve desired marketing outcomes.Originality/valueThis study offers theoretical support for the proposition that exclusivity and rarity may have different functions in luxury marketing implementations. It provides empirical evidence showing the distinctiveness of perceived exclusivity and perceived rarity, which have not be done in previous research.

Is bribing a good strategy? Imbalanced interdependence and hazard of opportunism in bribery

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ho Wook Shin ◽  
Jinsil Kim ◽  
Seung-hyun Lee
Keyword(s):  
Instrumental Variable ◽  
Design Methodology ◽  
Resource Dependence ◽  
Business Environment ◽  
Government Officials ◽  
Content Type ◽  
Relational Contract ◽  
Current Resource ◽  
The Government ◽  
A Current

PurposeIn fragile institutional environments, firms often have no choice but bribery as the means to access the services monopolized by the government. Corrupt government officials whose resources are valuable to many different firms can easily find other firms willing to offer bribes. The purpose of this paper is to examine whether and how this imbalanced interdependence exposes the bribing firm to the hazard of opportunism from the bribed officials.Design/methodology/approachThis study draws on World Business Environment Survey (WBES) data and the instrumental variable (IV) Probit estimator with Heckman correction for the potential selection bias.FindingsThe authors find that the more firms depend on bribery to acquire governmental resources, the severer the level of opportunism they encounter from the government officials. In addition, the authors find that although the presence of a legal alternative to bribery reduces the level of a corrupt government official's opportunism that a bribing firm experiences, the more firms depend on bribery despite the presence of a legal alternative, the higher the level of the corrupt official's opportunism that the firm will experience. Finally, the authors find that establishing a relational contract with government officials reduces the hazard of opportunism.Originality/valueThe study contributes to the resource dependence literature by finding that a greater imbalance in the interdependence between two parties in bribery exposes the more dependent party to a larger hazard of opportunism. The finding that an ineffective alternative to a current resource provider would not strengthen but weaken a resource seeker's bargaining power expands the literature. The authors also contribute to the corruption research by showing the significant strategic, not legal, risk to bribing firms of engaging in bribery, which to date has not been sufficiently discussed.

Do Twitter phenomena check-in popular venues on Foursquare too?

2018 ◽  
Vol 46 (3) ◽  
pp. 137-146
Author(s):  
Aysun Bozanta ◽  
Birgul Kutlu
Keyword(s):  
Clustering Analysis ◽  
Design Methodology ◽  
Business Owners ◽  
Marketing Strategies ◽  
The Other ◽  
Shopping Mall ◽  
Content Type ◽  
History Of ◽  
Twitter Users ◽  
Different Characteristics

Purpose The purpose of this study is to figure out the visiting behaviors of the users who have different characteristics on Twitter. Design/methodology/approach The visit history of users who share their Foursquare check-ins on Twitter and the characteristics of visited venues (category, check-in count, tip count, like count, rating, and price tier) was collected with Foursquare API. In addition, the number of followers, friends, tweets and favorite-count were collected via Twitter API. First, users were clustered according to their Twitter related attributes. After that, profiling was applied on clusters according to the characteristics of the venues that were visited by the users. Findings Clustering analysis generated three clusters, namely, ordinary, talkative and popular. For each cluster, the visited venues were investigated according to the price classification, check-in, like, tip counts and the categories. The users in ordinary class prefer cheaper venues rather than talkative and popular users. On the other hand, popular users prefer the venues with the highest average number of check-ins, likes and tip counts. The top two categories for all clusters are cafe and shopping mall. Originality/value This study differentiates from the other studies in the literature by examining the data from Twitter with clustering and profiling these clusters with Foursquare data to understand venue preferences of Twitter users having various characteristics. The findings of this study will provide new insights for business owners to understand the customers more comprehensively and design better marketing strategies.

Exaptation in management: beyond technological innovations

2019 ◽  
Vol 31 (1) ◽  
pp. 64-91
Author(s):  
José Osvaldo De Sordi ◽  
Reed Elliot Nelson ◽  
Manuel Meireles ◽  
Marcos Hashimoto ◽  
Carlos Rigato
Keyword(s):  
Tacit Knowledge ◽  
Design Methodology ◽  
Organizational Structures ◽  
Business Environment ◽  
Organizational Characteristics ◽  
Review Of The Literature ◽  
Economic Implications ◽  
Content Type ◽  
Data Process ◽  
Practical Implications

Purpose Although exaptation is recognized as a means of creation capable of generating significant economic implications for organizations, this mechanism has not been explored in depth in the field of management, where it remains restricted to innovation and product research and development. With this limitation in mind, this study aims to explore and discuss exaptation along with other entities that are more greatly concerned with the interests of and direct contact with practitioners and academics in the field of management, such as processes, data, tacit knowledge and skills. Design/methodology/approach For the purposes of this study, a comprehensive review of the literature on exaptation was conducted, and 46 entrepreneurs from companies of different sizes and segments were interviewed. Findings The results of the review of the literature and interviews with entrepreneurs helped to identify and describe 13 cases of exaptation associated with nine different kinds of organizational entities. For four of these entities, which are closely associated with management, the restrictions of the business environment regarding the exaptation of these entities are discussed, together with the more favorable organizational structures for their occurrence. Practical implications This paper discusses the exaptation to the four types of entity closely linked with management: tacit knowledge, data, process and skill. For each one of these entities the following is discussed: the organizational characteristics that hinder the exaptation of the entity in question and the managerial actions that could alter these characteristics and facilitate the occurrence of the exaptation mechanism with the entity in question. Originality/value This process led to the development of an algorithm for analyzing the exaptation mechanism and the adaptation of the attributes associated with the agent-artifact[entity]-context tripartite to describe and analyze exaptation event, including another attribute: the type of entity.

scholarly journals Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

2021 ◽  
Vol 3 (2) ◽  
pp. 251-259
Author(s):  
An Nisa Nur Laila ◽  
Kabul Trifiyanto
Keyword(s):  
Game Theory ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Validity And Reliability ◽  
Product Price ◽  
Physical Evidence ◽  
Promotion Strategies ◽  
Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

Sport in business studies: a state-of-the-art literature review

2018 ◽  
Vol 8 (5) ◽  
pp. 529-546
Author(s):  
Christofer Laurell ◽  
Sten Soderman
Keyword(s):  
Systematic Review ◽  
Literature Review ◽  
Marketing Strategy ◽  
Design Methodology ◽  
State Of The Art ◽  
Future Research ◽  
Content Type ◽  
Business Studies ◽  
Current State ◽  
State Of Research

PurposeThe purpose of this paper is to provide a systematic review of articles on sport published in leading business studies journals within marketing, organisational studies and strategy.Design/methodology/approachBased on a review of 38 identified articles within the subfields of marketing, strategy and organisation studies published between 2000 and 2015, the articles’ topical, theoretical and methodological orientation within the studied subfields were analysed followed by a cross-subfield analysis.FindingsThe authors identify considerable differences in topical, theoretical and methodological orientation among the studied subfields’ associated articles. Overall, the authors also find that articles across all subfields tend to be focussed on contributing to mature theory, even though the subfield of marketing in particular exhibits contributions to nascent theory in contrast to organisation studies and strategy.Originality/valueThis paper contributes by illustrating the current state of research that is devoted or related to the phenomenon of sport within three subfields in business studies. Furthermore, the authors discuss the role played by leading business studies journalsvis-à-vissport sector-specific journals and offer avenues for future research.

Proposing micro-macro HRM strategies to overcome challenges of workforce diversity and deviance in ASEAN

2018 ◽  
Vol 37 (1) ◽  
pp. 6-26 ◽  
Author(s):  
Pooja Malik ◽  
Usha Lenka ◽  
Debashish Kumar Sahoo
Keyword(s):  
Systematic Review ◽  
Conceptual Framework ◽  
Design Methodology ◽  
Southeast Asian ◽  
Workplace Deviance ◽  
Workforce Diversity ◽  
Review Of Literature ◽  
Content Type ◽  
Proposed Model ◽  
Key Word

Purpose The purpose of this paper is to propose a conceptual framework associating globalization, workforce diversity, and deviance and suggest micro-macro HRM strategies to overcome challenges associated with the workforce diversity and workplace deviance. Design/methodology/approach A systematic review of literature of past 25 years was carried out with the key word “globalization, workforce diversity, and deviance” from several electronic databases. Findings Findings propose micro-macro HRM strategies to be adopted by HR practitioners in Association of Southeast Asian Nations (ASEAN) organizations to manage workforce diversity and deviance in the age of globalization. Research limitations/implications The challenges due to workforce diversity may get worse because ASEAN is more incongruent in terms of phases of economic, social, cultural, and political advancement. Therefore, proposed model can be tested and compared in different ASEAN organizations. Originality/value There is a dearth of literature associating globalization, workforce diversity, and deviance. This paper bridges this gap by proposing a conceptual framework in the ASEAN context and suggests micro-macro HRM strategies to be adopted by HRM practitioners to overcome associated challenges with workforce diversity and deviance.

The effects of COVID-19 on small and medium-sized enterprises: empirical evidence from Jordan

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tala Abuhussein ◽  
Husam Barham ◽  
Saheer Al-Jaghoub
Keyword(s):  
Design Methodology ◽  
Business Models ◽  
Ad Hoc ◽  
Business Environment ◽  
Internal Communication ◽  
Structured Interviews ◽  
Content Type ◽  
Qualitative Research Design ◽  
The Impact ◽  
Factual Data

Purpose The ongoing coronavirus disease (COVID-19) pandemic has resulted in sudden changes in the macro environment and market behaviour, making most enterprises urgently reconfigure their business models to cope with changes following the COVID-19 outbreak. This paper aims to present empirical data on the effects of the COVID-19 crisis on small and medium-sized enterprises (SMEs), highlighting the initial conclusions regarding their crisis management. It presents factual data on how SMEs in Jordan can use entrepreneurship to combat uncertainty and promote new opportunities. Design/methodology/approach This study involves an exploratory qualitative research design, drawing from 32 semi-structured interviews of key informants from Jordanian SMEs in different stages of the crisis. The different coping strategies of the SMEs and their effectiveness in the first six months of the pandemic are then compared. Findings The findings show how Jordanian SMEs have adapted to cope with the changes in the business environment because of COVID-19. These strategies include modifying their operations that is moving from an ordinary business model to more tentative digitalisation, improving internal communication and restructuring ad hoc organisational culture. Originality/value The study presents important and timely implications for managers of Jordanian SMEs and policymakers by increasing the sensitisation and awareness of SMEs’ coping mechanisms. It is the first study in management that empirically analyses the impact of COVID-19 on Jordanian SMEs.

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