Algorithmic branding through platform assemblages: core conceptions and research directions for a new era of marketing and service management

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Robert V. Kozinets
Keyword(s):  
Conceptual Understanding ◽  
Service Management ◽  
Brand Management ◽  
The Novel ◽  
Research Directions ◽  
Policy Makers ◽  
Content Type ◽  
New Era ◽  
Service Brands ◽  
Managerial Implications

PurposeContemporary branding transpires in a complex technological and media environment whose key contextual characteristics remain largely unexplained. The article provides a conceptual understanding of the elements of contemporary branding as they take place using networked platforms and explains them as an increasingly important practice that affects customer and manager experience.Design/methodology/approachThis article draws on a variety of recent sources to synthesize a model that offers a more contextualized, comprehensive and up-to-date understanding of how branding has become and is being altered because of the use of branded service platforms and algorithms.FindingsCore terminology about technoculture, technocultural fields, platform assemblages, affordances, algorithms and networks of desire set the foundation for a deeper conceptual understanding of the novel elements of algorithmic branding. Algorithmic branding transcended the mere attachment of specific “mythic” qualities to a product or experience and has morphed into the multidimensional process of using media to manage communication. The goal of marketers is now to use engagement practices as well as algorithmic activation, amplification, customization and connectivity to drive consumers deeper into the brand spiral, entangling them in networks of brand-related desire.Practical implicationsThe model has a range of important managerial implications for brand management and managerial relations. It promotes a understanding of platform brands as service brands. It underscores and models the interconnected role that consumers, devices and algorithms, as well as technology companies and their own service brands play in corporate branding efforts. It suggests that consumers might unduly trust these service platforms. It points to the growing importance of platforms' service brands and the consequent surrender of branding power to technology companies. And it also provides a range of important ethical and pragmatic questions that curious marketers, researchers and policy-makers may examine.Originality/valueThis model provides a fresh look at the important topic of branding today, updating prior conceptions with a comprehensive and contextually grounded model of service platforms and algorithmic branding.

Antecedents and consequences of trust: an e-tail branding perspective

2016 ◽  
Vol 44 (7) ◽  
pp. 713-730 ◽  
Author(s):  
Gopal Das
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Brand Management ◽  
Online Shopping ◽  
Content Type ◽  
Equation Modelling ◽  
Managerial Implications ◽  
Antecedents And Consequences ◽  
Structured Questionnaire

Purpose – The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective. Design/methodology/approach – A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data. Findings – The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation. Originality/value – This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.

Exploring tourists’ cultural experiences in Naples through online reviews

2017 ◽  
Vol 8 (2) ◽  
pp. 220-238 ◽  
Author(s):  
Maria I. Simeon ◽  
Piera Buonincontri ◽  
Fernando Cinquegrani ◽  
Assunta Martone
Keyword(s):  
Principal Component ◽  
Online Reviews ◽  
Marketing Strategies ◽  
General Level ◽  
Policy Makers ◽  
Content Type ◽  
Cultural Experiences ◽  
Managerial Implications ◽  
Critical Components ◽  
Practical Implications

Purpose This paper aims to analyse online reviews to explore the experiences of tourists related to cultural attractions. Furthermore, the study identifies similarities and differences between cultural attractions and identifies tourists’ preferences. Design/methodology/approach Content analysis and principal component analysis are applied to 12.592 online reviews, in Italian, posted on TripAdvisor by tourists who visited 58 cultural attractions of Naples (Italy) between 2011 and 2014. Findings Findings reveal five critical components of tourists’ experience related to cultural attractions: wonder, authenticity, relaxation, discovery and knowledge. Findings show that tourists can interpret cultural attractions in different ways. Research limitations/implications This study makes advancements on the relationships between tourists’ experience and cultural attractions. Research limitations are related to the geographical context and to the database, which presents a strong standardisation of evaluations, almost never negative. Furthermore, the analysis is limited to online reviews written in Italian language. Future studies will be dedicated to explore reviews in other languages and on other cultural destinations. Practical implications The study draws managerial implications at local and general level. Locally, findings provide suggestions and practical implications to support the tourism policies and marketing of Naples. At general level, the paper provides implications for destination manager organisations and policy makers to strengthen the attractiveness of cultural attractions, develop destination marketing strategies and offer more satisfying cultural experiences. Originality/value This is one of the first studies that uses online reviews to explore the experiences of tourists who visit cultural attractions.

scholarly journals New evidence on accelerator performance based on funding and location

2020 ◽  
Vol 29 (3) ◽  
pp. 217-234 ◽  
Author(s):  
Lydia Cánovas-Saiz ◽  
Isidre March-Chordà ◽  
Rosa Maria Yagüe-Perales
Keyword(s):  
Scale Up ◽  
Developed Countries ◽  
Business Incubators ◽  
Policy Makers ◽  
Content Type ◽  
For Profit ◽  
Managerial Implications ◽  
And Performance ◽  
The Impact ◽  
First Time

PurposeSeed accelerators (SAs) appear as a more advanced version of business incubators. These for-profit organizations in exchange of equity, help setting new start-ups by providing mentoring and funding during its first months. Due to their emergent nature, the impact and expectations of SAs remains largely unknown. Therefore, the purpose of this study is to throw new light on this field by empirically assessing for the first time the performance and prospects of these organizations through a survey of 116 SAs.Design/methodology/approachA model based on the Business Incubators literature is built with four categories covering size, location, age and profitability variables, leading to two hypotheses to be tested empirically over a survey of 116 SAs.FindingsSome remarkable findings arise after implementation of both bivariate and multivariate analysis. The results confirm a higher size and performance in the US and in the oldest SAs at statistically significant levels.Research limitations/implicationsThe study is not free from limitations but the findings make a contribution to the still scarce existing literature on SAs, and provide some managerial implications to their stockholders, to investors and to entrepreneurs.Practical implicationsThe findings concerning performance indicators are especially helpful for investors, primarily concerned with the percentage return on investment factor, the period and the investment rounds needed to achieve exit. Another key issue is the SA's role as an employment seedbed. At first glance, the amount of employment, both overall and per company, might seem small given the young age of these firms. The impact of SAs on the generation of new employment is difficult to measure as it usually takes place in further stages of development of the tenant companies, the so-called scale-up process. Nonetheless, at present, the number of new companies being born is remarkable and, in terms of employment, the results are indeed promising. Our findings also offer important implications for entrepreneurs, venture investors and policy-makers. To entrepreneurs, our findings offer insight on the expectations to hold in the accelerator programs.Social implicationsFor policy-makers and would-be accelerator founders, our results support the idea shared in the literature that accelerators can be an effective entrepreneurial intervention, even in small entrepreneurial ecosystems, compared to the strongest entrepreneurial hubs (Hallen et al., 2017).Originality/valueSAs are a very recent phenomenon which is blooming all over the world, especially in developed countries. SAs are therefore considered a key agent in the prospects of any entrepreneurial ecosystem. However, no studies have so far analysed the impact and performance of this emerging instrument. This is precisely the main purpose of this paper, to offer for the first time an approximate and exploratory assessment on the impact and prospects of SAs, based on a database.

Brand management research in family firms

2016 ◽  
Vol 6 (3) ◽  
pp. 225-250 ◽  
Author(s):  
Susanne Beck
Keyword(s):  
Family Firms ◽  
Brand Management ◽  
Family Firm ◽  
Future Research ◽  
Practical Relevance ◽  
Management Research ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Research Questions

Purpose The purpose of this paper is to highlight the relevance of conducting brand management research in a family firm context and to identify future research directions by reviewing and structuring the existing literature. Design/methodology/approach The potential consequences of being a family firm on internal organizational processes and stakeholders’ external perception are depicted. Afterwards the literature considering brand management research in family firms is reviewed systematically (n=41) and structured by applying the Organizational Viewpoint Framework. Relevant research questions are derived based on the findings and their practical relevance is tested. Findings The contributions are threefold. First, depicting the effects of being a family firm on the organization and its stakeholders highlights the relevance of conducting brand management research in family firms. Second, structuring the literature regarding the effects of being a family firm on organizational identity, intended brand image, construed brand image, and reputation helps derive research questions of theoretical and practical relevance that will serve the field as a guide for future research directions. Third, by extending the Organizational Viewpoint Framework originating from brand management research with the element of being a family firm, a further attempt at bridging both research fields is undertaken. Originality/value This paper represents an important next step in the development of this research field by highlighting the importance of conducting brand management research in a family firm context and by structuring existent research to depict future research opportunities with theoretical and practical relevance.

Techno-managerial implications towards communication in internet of things for smart cities

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Avinash Pawar ◽  
Ashutosh Kolte ◽  
Balkrishan Sangvikar
Keyword(s):  
Internet Of Things ◽  
Urban Areas ◽  
Design Methodology ◽  
Smart Cities ◽  
The Internet ◽  
The Novel ◽  
Content Type ◽  
The People ◽  
Managerial Implications ◽  
The Internet Of Things

Purpose The purpose of this paper is to explore the significance of the internet of things (IoT) system for smart cities and deliberate on the technological aspects involved in developing smart cities along with the framework, impact and benefits of IoT for smart cities. Design/methodology/approach This research is based on the review and synthesis of the papers on the broader areas of IoT for the application and implication towards the smart cities. The prime focus of this paper is to realize the IoT systems for smart city’s development and implementation of various technologies in the context of the Indian environment. Findings The outcome of the paper explores the highlights of the importance of the IoT system, including the technological framework, impact and benefits for smart cities. The outcome also highlights the application of IoT for smart cities. This paper provides direction regarding future degrees, potential conceivable outcomes and issues concerning the technological side of smart cities. IoT can change the lives of the people and support evolving urban areas for developing smart cities in India. Originality/value The paper deliberates on the novel techno-managerial approach towards the endeavour of smart cities using the IoT.

An assessment of place brand potential: familiarity, favourability and uniqueness

2016 ◽  
Vol 9 (3) ◽  
pp. 269-288 ◽  
Author(s):  
Chung-Shing Chan ◽  
Mike Peters ◽  
Lawal M. Marafa
Keyword(s):  
Brand Equity ◽  
Public Diplomacy ◽  
Brand Management ◽  
Place Branding ◽  
Three Dimensions ◽  
Research Directions ◽  
Content Type ◽  
Place Brand Equity ◽  
Management And Development ◽  
Place Brand

Purpose This paper aims to present an approach by which to assess the potential of branding a particular type of place resource or feature. Design/methodology/approach A review was conducted to analyse three key periodicals (Journal of Brand Management, Place Branding and Public Diplomacy and Journal of Place Management and Development) in the field of branding and place branding between 2000 and 2011. These three periodicals are recognized as the three leading periodicals of place branding, and they followed the clear establishment and development of the field of place branding. Findings Familiarity, favourability and uniqueness are the three dimensions that give a quick indication of the level of place brand equity, and in turn they represent the level of place brand potential. Research limitations/implications In the literature, brand potential is not well conceptualized. This paper identifies this knowledge gap through a review of place branding studies, and it closes the gap by connecting brand potential with place brand equity. Originality/value This paper suggests practical and research directions by which to study these three dimensions to generate valuable brands for places.

Exploring the challenges, trends and issues for knowledge sharing

2017 ◽  
Vol 47 (1) ◽  
pp. 2-15 ◽  
Author(s):  
Farwa Muqadas ◽  
Muqqadas Rehman ◽  
Usman Aslam ◽  
Ubaid- Ur-Rahman
Keyword(s):  
Developing Countries ◽  
Public Sector ◽  
Knowledge Sharing ◽  
The Novel ◽  
University Staff ◽  
Policy Makers ◽  
Content Type ◽  
Interview Technique ◽  
Vice Chancellor ◽  
The University

Purpose This study aims to explore the challenges to knowledge sharing (KS) in the context of public sector universities in developing countries. Furthermore, it explores why knowledge hoarding behaviour is flourishing even when employees are encouraged to share their knowledge in organisations and are rewarded for doing so. Design/methodology/approach Research data were collected from vice chancellor, registrar, professors, assistant professors and lecturers using an interview technique. They shared their knowledge, expertise, experiences and understanding about issues relating to KS practices in public universities. These interviews were thematically analysed using the NVivo 11-Plus software and different themes emerged. Findings The results reveal that hoard knowledge to gain power, authority, influence, promotion opportunities and employee favouritism negatively influence KS practices. Furthermore, an unsupportive culture and a poor linkage between KS and rewards negatively influence KS practices in public sector universities. Research limitations/implications The present study aids academic leadership in designing policies and strategies to enhance KS among faculty staff and to create a supportive KS culture. These results are useful for top management officials of public sector universities, especially in developing countries, and for policy makers, who can plan and execute effective policies to foster KS behaviour. Originality/value The originality can be viewed as a new window open towards the motivation of the university staff to hoard their knowledge instead of sharing it. This study gives the novel conceptual model based on why people do not share their knowledge and how KS practices can be fostered among the employees in public sector universities. Few studies have been conducted to explore KS issues in the real context of developing countries, and specifically in the Asian culture.

The concept of organisational projectification: past, present and beyond?

2019 ◽  
Vol 12 (3) ◽  
pp. 565-577 ◽  
Author(s):  
Harvey Maylor ◽  
Virpi Turkulainen
Keyword(s):  
Future Research ◽  
Discussion Paper ◽  
Research Directions ◽  
Policy Makers ◽  
Content Type ◽  
Recent Developments ◽  
Organisational Process ◽  
Future Research Directions ◽  
Published Research ◽  
Practical Implications

Purpose The purpose of this paper is to reflect on the past 25 years of the research on projectification, focusing especially on organisational aspects of projectification, as well as to discuss recent developments and potential future research directions. Design/methodology/approach This is a discussion paper, which draws on previously published research and data. Findings The first section identifies contexts in which projectification has taken place (projectification of) and the organisational process by which this has taken place (projectification through). Using an illustrative example based on publicly available data, the second section shows an extension of the organisational phenomenon, referred to as advanced organisational projectification. The paper concludes with a synthesised framework of organisational projectification. Research limitations/implications The paper provides a personal reflection and commentary and is focused on the conceptualisation of the term rather than an all-encompassing study of projectification. Based on the discussion, the paper presents a synthesised view of organisational projectification as well as directions for future research to advance the understanding of projectification. Practical implications The study has implications for policy-makers in the design of the process of ongoing projectification and provides illustrations and a warning concerning the assumptions that are made as an organisation advances in its projectification. Originality/value This paper provides an elaboration of one of the focal concepts of project studies, extending some of the key elements of project management research.

A study of consumer preferences regarding agritourism in Kazakhstan

2014 ◽  
Vol 6 (1) ◽  
pp. 27-39 ◽  
Author(s):  
Ainur Seitbattalovna Kenebayeva
Keyword(s):  
Rural Areas ◽  
Service Providers ◽  
Consumer Preferences ◽  
Policy Makers ◽  
Content Type ◽  
Rural And Urban ◽  
Managerial Implications ◽  
Data Collection Technique ◽  
Entrepreneurial Activities ◽  
Regional Development Strategies

Purpose – This paper aims to investigate Kazakh rural and urban consumers' preferences for different agritourism experiences. Design/methodology/approach – The empirical study adopts a survey data-based approach relying on a questionnaire data collection technique. Findings – The paper highlights significant differences and similarities in the structure of individual preferences of urban and rural customer segments regarding different agritourism offerings. Research limitations/implications – The research is limited by the sample, which covers only two consumer segments presented in the Kazakhstan context. The paper provides managerial implications for agritourism service providers, who are doing or planning to start entrepreneurial activities in rural areas, marketing researchers focusing on product development, and policy makers working out regional development strategies through implementation of tourism stimulating projects. Originality/value – This study contributes to the advancement of the limited research investigating customer experience theory as applied to agritourism.

Retrospective: efficiency in service delivery: technological or humanistic approaches?

2016 ◽  
Vol 30 (2) ◽  
pp. 133-135
Author(s):  
Scott W. Kelley
Keyword(s):  
Service Delivery ◽  
Marketing Research ◽  
Research Area ◽  
Theory And Practice ◽  
Future Research ◽  
Marketing Theory ◽  
Research Directions ◽  
Content Type ◽  
Managerial Implications ◽  
Key Aspects

Purpose The purpose of this paper is to provide a retrospective evaluation of the findings first put forward in the article Efficiency in Service Delivery: Technological or Humanistic Approaches?, and to offer directions for further research and developments in the research area. Design/methodology/approach Research directions which emanated from the publication of the article have been examined in the light of current service(s) marketing theory and practice. As a result, promising current and future strands of research have been identified. Findings The original article examined technological and humanistic approaches to improving service delivery efficiency. In doing so, it included two services classification schemes which provided context for the managerial implications presented. The original article was published in 1989. Much has changed since then, especially with regard to technological approaches to service delivery. However, the implications included in the original article for the most part hold. Future researchers are offered a variety of possible directions to pursue in light of the changes, especially in technology, that have occurred since the publication of the original article. Originality/value The original article was highly rated and generated discussion and important further research. It has value as part of the history of service(s) marketing research. The retrospective analysis by the author gives a unique insight into processes and thinking associated with understanding key aspects that contribute to the historical development of service(s) marketing, and provides substantial food for thought for future research directions.

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