Networking as a marketing tool in small companies: a random and informal approach

2018 ◽  
Vol 39 (2) ◽  
pp. 47-55 ◽  
Author(s):  
Mário Franco
Keyword(s):  
Design Methodology ◽  
Qualitative Approach ◽  
Small Companies ◽  
Content Type ◽  
Market Opportunities ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Exploratory Case Studies ◽  
Practical Implications ◽  
Informal Approach

Purpose The purpose of this paper is to identify and analyse the particularities of marketing in small and medium-sized enterprises (SME), to try to understand how networking can influence the marketing activities implemented in this firm segment. Design/methodology/approach For this purpose, the author decided on a qualitative approach and performed exploratory case studies of four SMEs in Portugal. Findings The results obtained show that the owners/managers of the SMEs studied here recognize the importance of marketing and networking, but have not yet implemented them in a structured way. In these SMEs, marketing is informal and reactive to market opportunities. Practical implications This study contributes to showing the importance of marketing in SMEs, providing more information and evidence about marketing in this firm sector, as well as about the owner/manager’s influence on the use of networking in marketing activities. Originality/value In spite of the opportunities associated with networking in SMEs, there is only limited empirical evidence of its importance in marketing activities. This holds particularly for the realm of SMEs.

Ethical consumers' brand avoidance

2014 ◽  
Vol 23 (2) ◽  
pp. 114-120 ◽  
Author(s):  
Anne Rindell ◽  
Tore Strandvik ◽  
Kristoffer Wilén
Keyword(s):  
Design Methodology ◽  
Well Being ◽  
Two Dimensions ◽  
Qualitative Approach ◽  
Specific Group ◽  
Content Type ◽  
Ethical Concerns ◽  
Ethical Consumers ◽  
Consumer Values ◽  
Practical Implications

Purpose – The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance. Design/methodology/approach – A qualitative approach is adopted by interviewing 15 active members of organizations that represent ethical concerns for the well-being of animals, the environment and humans. Findings – The study indicates that consumers with a strong value-based perspective on consumption (such as ethical consumers) may reject brands in two different but interrelated ways. In essence, the study reveals characteristics of brand avoidance that have not been discussed in earlier research, in terms of two dimensions: persistency (persistent vs temporary) and explicitness (explicit vs latent). Practical implications – The study shows the importance of considering the phenomenon of brand avoidance, as it may reveal fundamental challenges in the market. These challenges may relate to consumer values that have not been regarded as important or that have been thought of as relating only to a specific group of consumers. Originality/value – The ethical consumers' views represent new insights into understanding brand avoidance.

Marketing and Gaelic football

2016 ◽  
Vol 32 (8) ◽  
pp. 15-17
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Business Success ◽  
Market Segments ◽  
Content Type ◽  
Sports Organizations ◽  
Competitive Edge ◽  
Marketing Activities ◽  
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 Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. 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.

From campfire to coliseum: motivations for using social networks

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paula Castro Pires de Souza Chimenti ◽  
Marco Aurelio de Souza Rodrigues ◽  
Marcelo Guedes Carneiro ◽  
Roberta Dias Campos
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Exploratory Study ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Content Type ◽  
Media Usage ◽  
Practical Implications ◽  
Collective Narrative

Purpose Through a literature review, a gap has been identified regarding the role of competition as a driver of social network (SN) usage. This study aims to design to address this gap, seeking motivators for SN usage based on how SN consumption may be related to users’ experience of competition. Therefore, the purpose of this study is to investigate the influence of competition in social media usage. Design/methodology/approach The authors used an exploratory qualitative approach, conducting a set of focus groups with young social media users. Data was analyzed with software. Findings Two new drivers for SN use are proposed, namely, competition and collective narrative. Research limitations/implications This is an exploratory study, and it does not seek to generalize results or quantify causal relationships among variables. Practical implications This paper offers SN managers a deeper understanding of key growth drivers for these media. Social implications This research can help society understand and debate the impacts of SNs on users’ lives, providing insights into drivers of excessive usage. Originality/value This paper proposes the following two SN usage drivers yet to be described in the literature: competition and collective narrative.

The importance of user-generated photos in restaurant selection

2019 ◽  
Vol 10 (1) ◽  
pp. 2-14 ◽  
Author(s):  
Bruno Oliveira ◽  
Beatriz Casais
Keyword(s):  
Design Methodology ◽  
Online Reviews ◽  
User Generated Content ◽  
Content Type ◽  
Online Platforms ◽  
Photo Sharing ◽  
Restaurant Managers ◽  
Marketing Activities ◽  
Hospitality Sector ◽  
Practical Implications

Purpose User-generated content and online reviews are highly relevant in purchase decision in the hospitality sector, including restaurants, but there is a lack of knowledge about the effect of sharing pictures in this context. This study aims to focus on the relevance of user-generated photos in online platforms for restaurants’ selection. Design/methodology/approach A research was conducted with a sample of 319 residents of Porto region, who had at least one meal in a restaurant over the 30 days before the answer of the survey and had searched online to select the restaurant. Findings The results show that while doing online research about restaurants, it is important for potential consumers to find pictures of food and physical evidences of restaurants generated by other users. Findings also show that consumers find user-generated photos especially at websites of reviews, although the importance of restaurant owned platforms, such as official social media pages and websites. Practical implications The research results appeal restaurant managers to understand the importance of user-generated photos in online platforms by promoting photo sharing in their restaurants with appropriate marketing activities for that purpose. Originality/value This paper expands the state-of-the-art about the importance of user-generated content, focusing on the importance of photos from restaurants shared by consumers in online platforms.

An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nora Bezaz ◽  
Mathieu Kacha
Keyword(s):  
Design Methodology ◽  
Food Product ◽  
Content Type ◽  
Point Of Sale ◽  
Product Categories ◽  
Healthy Diets ◽  
Marketing Tool ◽  
Age Features ◽  
Practical Implications ◽  
Additional Product

PurposeThis article aims to determine how packaging colour (hue, saturation and brightness) for a healthy food product might influence children's evaluation of the packaging and their attitude towards the brand.Design/methodology/approachAn experiment involving 157 children (7–12 years of age) features a within-subject, factorial design. The product selected for this experiment is an unknown brand of orange juice.FindingsEach colour dimension on packaging exerts an impact on children's evaluation of the packaging and attitude towards the brand. Therefore, the colour featured on packaging can be an effective lever for action to ensure and enhance children's healthy diets.Research limitations/implicationsFurther research should investigate these effects across additional product categories, brands and colours.Practical implicationsPackaging is an important marketing tool that influences children's evaluation of the packaging and attitude towards the brand, especially at the point of sale. To understand and exploit these packaging colour effects appropriately for healthy products, it is crucial to understand the effects of various packaging colour dimensions.Originality/valueLittle prior research has addressed the effects of packaging on children's responses, especially by accounting for multiple colour dimensions. Nor has extant research identified how packaging colour dimensions can affect children's evaluation and brand attitude. Especially in consideration of the growing problem of childhood obesity, it is important to give marketers effective ways to promote healthy products.

Should my firm adopt cloud computing?

2019 ◽  
Vol 35 (10) ◽  
pp. 15-17
Keyword(s):  
Cloud Computing ◽  
Design Methodology ◽  
Service Innovation ◽  
Small Companies ◽  
Content Type ◽  
Computing Services ◽  
Product Service ◽  
Cloud Computing Services ◽  
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 This research paper concentrates on factors that determine the propensity of large and small European companies to adopt cloud computing services. The results demonstrate that companies of all sizes can benefit from CC as a strategic vehicle for reducing ICT costs, for achieving product/service innovation, and to save costs on their sophisticated administrative systems. Furthermore some additional factors apply only to small companies. 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.

Need to pioneer Islamic tourism in tourist resorts in Maldives

2019 ◽  
Vol 11 (4) ◽  
pp. 895-916
Author(s):  
Aishath Muneeza ◽  
Zakariya Mustapha ◽  
Fathimath Nashwa Badeeu ◽  
Aminath Reesha Nafiz
Keyword(s):  
Design Methodology ◽  
Secondary Data ◽  
Legal Framework ◽  
Tourism Industry ◽  
Qualitative Approach ◽  
Financing Structure ◽  
Content Type ◽  
The Subject ◽  
Practical Implications ◽  
Insight Into

Purpose The purpose of this paper is to formulate ways in which Maldives could pioneer Islamic tourism on a befitting framework and financing structure as a leverage to develop its tourism industry. Design/methodology/approach The research uses qualitative approach whereby primary and empirical data on tourism practices as well as relevant laws and guidelines, issued in Maldives and in other Muslim jurisdictions of the Muslim, are analyzed. Doctrinal approach is used in analyzing secondary data on the subject. Findings The research reveals the potential of Islamic tourism in Maldives as well as the challenges that have constrained its development in the country. Certainty is needed in halal products, services and conducts. Codifying extant Maldives Halal Tourism Standards will establish legal framework for a standard Shariah-compliant tourism industry. Islamic financing structure enables mobilizing required funds and address financing constraints. Practical implications This research presents an insight into establishing and developing Islamic tourism industry in the Maldives. Harmonizing tourism regulations with Shariah shall bring about the required consciousness on Shariah compliance in target tourists and their desires. Private individuals can contribute in mobilizing the much needed Shariah-compliant resources to finance Islamic model resorts befitting an Islamic tourism industry. Originality/value The research puts forward proposal that identifies and recognizes a more viable Islamic financing alternative as well as Shariah-compliant regulations to pioneer the development of Islamic tourism in Maldives. The research recommends how to overcome related challenges helps government understand the proposed strategies for establishing Islamic tourism industry.

scholarly journals Online dating apps as a marketing channel: a generational approach

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paulo Rita ◽  
Ricardo Filipe Ramos ◽  
Sérgio Moro ◽  
Marta Mealha ◽  
Lucian Radu
Keyword(s):  
Design Methodology ◽  
Online Dating ◽  
Marketing Channel ◽  
Marketing Activity ◽  
Male Population ◽  
Content Type ◽  
Dating Apps ◽  
Marketing Activities ◽  
Sentiment Score ◽  
Practical Implications

PurposeThis study aims to understand if an online dating app is considered an acceptable channel to conduct advertising activities and understand the differences between Generations X, Y and Z for such acceptance.Design/methodology/approachA total of 411 Tinder users’ reactions were obtained and analyzed using text mining to compute the sentiment score of each response, and a Kruskal–Wallis H test to verify if there are statistical differences between each generation.FindingsThe results showed positive acceptability toward the marketing campaign on Tinder, especially Z Generation. Nevertheless, the statistical analysis revealed that the differences between each generation are not statistically significant.Research limitations/implicationsThe main limitation relates to the fact that the participants, during the data collection, revealed their identification, perhaps leading to acquiescence bias. In addition, the study mainly covered the male population. A balanced sample would be positive to examine any possible differences between gender.Practical implicationsResults provide an essential indication for companies regarding their marketing activities conducted on Tinder to fully exploit the possibility of using Tinder as an alternative and valuable channel to conduct marketing activities.Originality/valueUp until now, no studies tried to understand the effect of a marketing activity online on an online dating app.

Segmenting, targeting and positioning in Islamic marketing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammad Mominul Islam
Keyword(s):  
Content Analysis ◽  
Design Methodology ◽  
Secondary Data ◽  
Qualitative Approach ◽  
Content Type ◽  
Social Fabric ◽  
Shape Segmentation ◽  
Whole Process ◽  
The Social ◽  
Practical Implications

Purpose This study aims to conceptualize the basic Islamic marketing (IM) process according to Shari’ah, addressing some of the queries raised by scholars on halal and marketing. Design/methodology/approach A qualitative approach and content analysis have guided to shape segmentation, targeting and positioning (STP) with the help of secondary data from conventional and IM. Required Qur’anic verses and hadiths have been galvanized to shape STP in line with empirical evidence, showing potential marketing implications. Findings This study has accepted Islamic resources to segment markets, mentioning mankind, non-Muslims, Muslims, generic, halal and Islamic products. It has proposed to target mankind, non-Muslims markets with generic and halal products. Muslim marketers can target the pious Muslim consumers with Islamic products. For positioning, the halal certification has been suggested for the non-Muslim marketers and Islamization is for Muslim marketers. The whole process has been conceptualized in a single framework. Practical implications Marketers can have many product development ideas and basic guidelines and scholars may be able to sense some queries as to IM. Social implications This study has shown how inter-religious relationships can be harmonized with carrying out marketing functions to keep the social fabric following the Qur’anic verses. Originality/value This study has outlined the IM process as per Muslim and non-Muslim marketers’ needs under Shari’ah. Besides, it has answered some questions on halal and IM that has been hardly addressed before.

Shared leadership in entrepreneurial teams: a qualitative study

2019 ◽  
Vol 12 (3) ◽  
pp. 427-441
Author(s):  
Shiji Lyndon ◽  
Ashish Pandey
Keyword(s):  
Decision Making ◽  
Shared Leadership ◽  
Design Methodology ◽  
Investment Decisions ◽  
Qualitative Approach ◽  
Content Type ◽  
Entrepreneurial Teams ◽  
Depth Interviews ◽  
Practical Implications ◽  
Answering Questions

Purpose The purpose of this paper is to unravel the underpinnings of the phenomenon of shared leadership. The study was carried out with the objective of answering questions such as what is shared in shared leadership, what are individual and team level factors which lead to sharing and what are the outcomes of shared leadership. Design/methodology/approach The study adopted a qualitative approach. Eighteen in-depth interviews were conducted. The data were analysed using Nvivo 11 software. Findings The study found that in entrepreneurial teams while sharing leadership, cofounders share competencies, roles, vision, stress and decision-making. The study also reveals various individual and team level factors which facilitate shared leadership and its outcomes. Practical implications The study offers critical insights regarding the characteristics of individuals and team where shared leadership would work and hence can be used to understand the factors to be considered while forming teams. The study also has important insights for the investors regarding what dynamics to look for in individuals and teams before making investment decisions. Originality/value The inductive approach adopted in the study helps in understanding some of the basic underpinnings of the phenomenon of shared leadership which were not adequately answered by previous studies.

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