Cannabis and web marketing strategies-A study of Colorado cannabis vendors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Samer Forzley
Keyword(s):  
Design Methodology ◽  
Profit Sharing ◽  
Marketing Strategies ◽  
The State ◽  
Digital Marketing ◽  
Socially Responsible ◽  
Content Type ◽  
Age Verification ◽  
Marketing Methods ◽  
Responsible Manner

PurposeThis study aimed to investigate the level of adoption of digital marketing by cannabis vendors in the state of Colorado.Design/methodology/approachThe study surveyed a random sample of 30 cannabis vendors in the state of Colorado. The analysis of the vendors’ use of digital marketing methods was conducted using a rubric based on a modified 7C Framework.FindingsIn the state of Colorado, the cannabis industry is nascent and has made an initial investment in digital marketing. While most companies had deployed a website, these websites featured basic elements of digital marketing. Though limited, the industry has made initial attempts to engage customers in a socially responsible manner. The industry would also benefit from better age verification, educational programs and profit sharing.Originality/valueThe study furthers the application of 7C Framework used in evaluating e-commerce sites for cannabis marketing.

Application of AI technology in modern digital marketing environment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kiran Nair ◽  
Ruchi Gupta
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Advanced Degree ◽  
Content Type ◽  
Marketing Environment ◽  
Know How

PurposeThe purpose of this paper is to explore the various application of artificial intelligence (AI) to social media and digital advertising professionals and agencies to specialize to an advanced degree and maintain collaboration and creativity to bring a better return on investment.Design/methodology/approachDigital marketers are still oblivious to the importance of AI application, while some others simply do not know how to implement it. AI is currently acting as a significant disruption in digital and social media marketing worldwide.FindingsBased on the literature review, the paper identifies the various AI applications in the field of digital media marketing.Originality/valueThis paper can serve as a useful guide for social media marketers to implement AI applications to impact digital marketing strategies better.

Responsible innovation at the bottom of the pyramid

2017 ◽  
Vol 38 (3) ◽  
pp. 40-47 ◽  
Author(s):  
Arpita Agnihotri
Keyword(s):  
Emerging Markets ◽  
Business Strategy ◽  
Design Methodology ◽  
Responsible Innovation ◽  
Bottom Of The Pyramid ◽  
Socially Responsible ◽  
Content Type ◽  
Responsible Manner

Purpose This paper aims to explore various routes through firms can meet needs of the Bottom of the Pyramid (BoP) consumers in a socially responsible manner. Design/methodology/approach This is viewpoint paper based on evidences from archival sources. Findings The authors list possible and divergent answers to the following question: how to make innovations meaningful at BOP so that they can be acclaimed socially responsible for the BoP consumers. Originality/value Responsible innovation is yet unexplored part of business strategy especially in emerging markets. The authors throw light on this aspect.

Why it pays to be ethical

2014 ◽  
Vol 28 (5) ◽  
pp. 27-29
Keyword(s):  
Design Methodology ◽  
Business Organizations ◽  
Short Term ◽  
Socially Responsible ◽  
Content Type ◽  
Major Consequence ◽  
The World ◽  
Pertinent Information ◽  
Practical Implications ◽  
Responsible Manner

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 – Consumers are becoming increasingly concerned about the world they inhabit. One major consequence is that the onus on business organizations to operate in a socially responsible manner has never been greater. Yet, many operators still regard ethical behavior and business accomplishments as mutually exclusive. Profit rules the roost, and focus is firmly on making short-term gains. Unscrupulous practices come packaged with a heavy price though. Any exposure of questionable actions invariably means a lengthy uphill battle to restore tarnished reputations. Is such a risk really worthwhile? 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.

Marketing strategies of Expo 2020 Dubai: a comprehensive study

2019 ◽  
Vol 11 (3) ◽  
pp. 287-297
Author(s):  
Sunitha K. Haneef ◽  
Zakiya Ansari
Keyword(s):  
Consumer Behavior ◽  
Large Scale ◽  
Marketing Channel ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Content Type ◽  
Travel Agents ◽  
World Class ◽  
Media Channels ◽  
Marketing Methods

Purpose The purpose of this study is to discuss the phases and kinds of marketing strategies being employed during the conduct of mega events such as expos. The study also aims to familiarize the reader with the detailed marketing strategies used by Dubai Expo 2020 and the marketing strategies adopted by tour operators in Dubai, alongside their most used digital channels of communication and marketing. Further, an attempt has been made to understand how the marketing methods for Expo 2020 can be integrated with the marketing of general travel products in Dubai. Design/methodology/approach Short, unstructured interviews with open-ended questions were conducted as part of the data-collection method over a period of two weeks. The interviewees are a core group of officials from the marketing and IT sections of Dubai Expo 2020. The data were recorded for later retrieval and analysis. Also, a survey of 150 tour operators and travel agents was conducted over a period of five weeks. This garnered a comprehensive set of data on the preferred marketing strategies to promote tourism products. Findings The marketing strategies used for Dubai Expo 2020 have been attractive, varied and innovative. Digital marketing is the most opted-for channel of communication for marketing purposes by both Expo 2020 officials and tour operators and travel agents in Dubai. Maximum popularity in terms of usage by tour operators and travel agents is reflected in social media channels of marketing, especially Facebook. There is a need to evolve a distinctly separate digital marketing strategy that will create more tailored marketing campaigns based on the characteristics affecting the consumer behavior of people engaged in Expo 2020. Research limitations/implications This study could have incorporated more varied data if other stakeholders, e.g. hoteliers, had been included. More varied data would certainly have been useful in arriving at well-founded observations about the ideal marketing strategies that could be adopted for an event of this magnitude. Another limitation is that interviews with a greater cross-section of the officials of Dubai Expo 2020 would have rendered a more detailed and finer description of the marketing methods used in promoting Dubai Expo 2020. Practical implications Dubai is being equipped as a world-class venue for large-scale conferences and conventions rivaling Las Vegas for meetings, incentives, conferences and exhibitions. Further, Dubai will be able to position itself as a favored location for hosting a wide array of events with global participation. Social implications Based on this study, it is reasonable to conclude that there is a need to rethink and innovate ways of marketing by customizing the marketing strategies according to the market structure and consumer behavior, without abandoning any particular marketing channel. Originality/value This research on the marketing strategies of Dubai Expo 2020 is of interest to industry, government agencies and other stakeholders. The observations drawn from this study on marketing strategies can be used by other nations hosting similar events in similar geographical areas to provide a basis to design or redesign their tourism and marketing strategies.

The effects of materialism on consumer evaluation of sustainable synthetic (lab-grown) products

2020 ◽  
Vol 37 (5) ◽  
pp. 579-590
Author(s):  
Jessica Keech ◽  
Maureen Morrin ◽  
Jeffrey Steven Podoshen
Keyword(s):  
Design Methodology ◽  
Socially Responsible ◽  
Content Type ◽  
Consumer Evaluation ◽  
Positioning Strategy ◽  
Consumer Markets ◽  
The Future ◽  
Promotion Strategies ◽  
Alternative Sources ◽  
The Impact

Purpose The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek alternative sources to be able to meet the needs of its customers. One possible solution that may meet the demands of the future is lab-grown products. Because these products confer multiple benefits, this study aims to investigate the most effective ways to appeal to consumers by aligning the benefits of the products with their values as marketers seek to find effective promotion for these items. Design/methodology/approach We examine the effectiveness of an ethical positioning strategy for two types of luxury lab-grown (synthetic) products among high versus low materialism consumers in three experiments. Findings Findings suggest that a positioning strategy stressing product ethicality is more effective for low materialism consumers, whereas the strategy is less effective, and may even backfire, for high materialism consumers. The impact on social status consumers perceive from a lab-grown product explains why this effect occurs among low materialism consumers. Therefore, marketers should take caution and use specific appeals for different segments based on values such as consumers’ materialism levels. Originality/value If lab-grown products represent the wave of the future, it is important to understand how consumers will respond to this emerging technology and how promotion strategies may enhance their evaluation.

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.

Intertwining CSR with strategy – the way ahead

2014 ◽  
Vol 14 (2) ◽  
pp. 211-219 ◽  
Author(s):  
Shital Jhunjhunwala
Keyword(s):  
Business Strategy ◽  
Design Methodology ◽  
Business Models ◽  
Corporate Strategy ◽  
Sustainable Business ◽  
Socially Responsible ◽  
Content Type ◽  
Sustainable Business Models ◽  
Corporate Social

Purpose – The purpose of this paper is to emphasize the importance and means of making corporate social responsibility (CSR) an integral part of corporate strategy with the help of case studies. Design/methodology/approach – The article explores the transformation of business from being egocentric to socially responsible. With the use of examples it demonstrates how integrating CSR into strategy can create sustainable business models. Findings – Firms need to develop a framework for integrating CSR into their business strategy for long term successful survival. Social implications – Corporates and society are intertwined and mutually dependent. Business cannot survive without society's acquiescence nor succeed without its active support. Originality/value – The article explains the benefits of CSR and how to make it an integral part of business strategy to gain a competitive advantage.

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.

Digital food focus

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Competitive Advantage ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Digital Marketing ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

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 Restaurants face stiff competition irrespective of the market in which they operate. Digital marketing is a powerful tool for these restaurants to gain a competitive advantage. Originality/value The briefing saves busy executives, strategists 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.

The life cycle of a feature: modelling the transitions between feature states

2017 ◽  
Vol 34 (8) ◽  
pp. 1229-1251 ◽  
Author(s):  
Raaid Batarfi ◽  
Aziz Guergachi ◽  
M.I.M. Wahab
Keyword(s):  
Life Cycle ◽  
Design Methodology ◽  
Quality Attributes ◽  
The State ◽  
Detailed Model ◽  
Content Type ◽  
Dead State ◽  
Feature Modelling ◽  
Major Factors ◽  
A Current

Purpose Studies have suggested that attributes are dynamic and a life cycle of product and service attributes exists. When an innovative feature is introduced, the feature might attract and delight customers. However, with the passage of time the state of the attractiveness of this feature may change, for better or for worse. The purpose of this paper is to provide a detailed model that shows the factors and related sub-factors that affect the life cycle of a feature and thereby explain the changes that may happen to a feature over time. Design/methodology/approach This model provide detailed explanations of the direct and indirect factors that affect the states of a feature, the ones that affect the rate of adoption, and the ones that trigger the changes between states. The model uses a current-market product’s feature to discuss the effects of these factors on the life cycle of this feature in detail. Findings This paper extends the theory of attractive quality attributes by identified seven states of the feature in its life cycle. These states are as follows: unknown/unimportant state, honey pot state, racing state, required state, standard state, core state, and dead state. This paper also identified eight major factors that affect the transition of the feature from one state to another. These factors include demographic, socioeconomic, behavioural, psychological, geographical, environmental, organisational, and technological factors. Originality/value The findings of this paper provide additional evidence that product and service attributes are dynamic. This paper also increases the validity of the attractive quality attributes theory and the factors that affect the state of the feature in its life cycle. The understanding of the state of the feature in its life cycle, and the factors that influence this change, helps not only in the introduction of completely new features but also in knowing when to remove obsolescent ones.

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