The impact of Covid-19 on customer journeys: implications for interactive marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
P.K. Kannan ◽  
Gauri Kulkarni
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Interactive Marketing ◽  
Content Type ◽  
Product Categories ◽  
The Impact ◽  
Rapid Shift ◽  
The Way

PurposeThe Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on how customers' journeys from the awareness stage down to purchase and loyalty stages have been impacted by the pandemic across different product categories and markets and how they affect the same post-pandemic. The authors propose directions for future research based on our analysis.Design/methodology/approachAnalyzing the components of customer utility, the authors provide the basis for the rapid shift towards online and digital touchpoints and the nature of emerging interactions between firms and consumers. The authors highlight those areas where changes could be permanent.FindingsThe authors show why some of the changes due to the Covid-19 pandemic could be permanent and irrevocable and what this implies for firms' strategies to acquire, retain, and grow their business with their customers.Originality/valueThe authors highlight why omnichannel strategies are the way for firms to thrive in the post-pandemic marketplace, and outline areas for future research that will allow researchers to examine how customer journeys will evolve post-pandemic.

Blockchain as supply chain technology: considering transparency and security

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pei Xu ◽  
Joonghee Lee ◽  
James R. Barth ◽  
Robert Glenn Richey
Keyword(s):  
Supply Chain ◽  
Text Mining ◽  
Information Security ◽  
Design Methodology ◽  
Use Cases ◽  
Future Research ◽  
Content Type ◽  
Blockchain Technology ◽  
Twitter Data ◽  
The Way

PurposeThis paper discusses how the features of blockchain technology impact supply chain transparency through the lens of the information security triad (confidentiality, integrity and availability). Ultimately, propositions are developed to encourage future research in supply chain applications of blockchain technology.Design/methodology/approachPropositions are developed based on a synthesis of the information security and supply chain transparency literature. Findings from text mining of Twitter data and a discussion of three major blockchain use cases support the development of the propositions.FindingsThe authors note that confidentiality limits supply chain transparency, which causes tension between transparency and security. Integrity and availability promote supply chain transparency. Blockchain features can preserve security and increase transparency at the same time, despite the tension between confidentiality and transparency.Research limitations/implicationsThe research was conducted at a time when most blockchain applications were still in pilot stages. The propositions developed should therefore be revisited as blockchain applications become more widely adopted and mature.Originality/valueThis study is among the first to examine the way blockchain technology eases the tension between supply chain transparency and security. Unlike other studies that have suggested only positive impacts of blockchain technology on transparency, this study demonstrates that blockchain features can influence transparency both positively and negatively.

Spiritual quotient towards organizational sustainability: the Islamic perspective

2017 ◽  
Vol 13 (2) ◽  
pp. 163-170 ◽  
Author(s):  
Sohail Akhtar ◽  
Mohd Anuar Arshad ◽  
Arshad Mahmood ◽  
Adeel Ahmed
Keyword(s):  
Design Methodology ◽  
Well Being ◽  
Future Research ◽  
Organizational Sustainability ◽  
Content Type ◽  
Spiritual Awareness ◽  
Islamic Perspective ◽  
Conceptual Paper ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of spiritual quotient (SQ) on the organisational sustainability from the Islamic perspective. Till date, many organisations around the world are facing environmental, social and economic issues affecting their organisational sustainability. Design/methodology/approach The present paper is conceptual paper based on literature review on employee’s behavioural issues and role of SQ for organisational sustainability. Findings This present paper argues that SQ must be considered as the important factor for employee development in the organisation. It develops spiritual awareness among employees which enhances their productivity within the organisation. Furthermore, SQ is necessary means of identifying and harnessing deeper inner resources with the capacity to care for the well-being of the organisation and advance its development. Research limitations/implications The paper suggests SQ and its multi-dimensions with the implication for future research in organisational sustainability. Originality/value The paper discusses the development of the concept of SQ from the Islamic perspective.

Training the trainer – lessons from the new South Africa

2014 ◽  
Vol 4 (1) ◽  
pp. 17-30
Author(s):  
John Van der Merwe ◽  
Martyn Sloman
Keyword(s):  
South Africa ◽  
South African ◽  
Design Methodology ◽  
New South ◽  
Content Type ◽  
Module Design ◽  
Modern Economy ◽  
The Impact ◽  
The Way ◽  
Corporate Trainers

Purpose – The purpose of this paper is to consider some challenges involved in delivering a programme for the education of corporate trainers in the new South African economy. Design/methodology/approach – The paper reviews the way in which training in organisations has changed in the modern economy; it asks whether “training” has any academic base with knowledge components or whether it is simply a craft discipline carried out in context by experienced practitioners. It examines the particular circumstances that arise in post-Apartheid South Africa and the challenges faced where participants are widespread geographically. Findings – The paper looks at the issues involved in module design under these circumstances and describes a study to determine the impact and value of the programme. It draws some conclusions that may assist in the design of similar programmes elsewhere. Research limitations/implications – The study is based on one university – although it is the first and only course of its type in South Africa. Originality/value – This paper provides an original perspective involving information from several countries.

scholarly journals A set of motives to unite them all?

2015 ◽  
Vol 23 (1) ◽  
pp. 2-14 ◽  
Author(s):  
Alvaro Cuervo-Cazurra ◽  
Rajneesh Narula
Keyword(s):  
Multinational Enterprises ◽  
Design Methodology ◽  
Future Research ◽  
Special Issue ◽  
New Developments ◽  
Content Type ◽  
The Past ◽  
Nuanced Understanding ◽  
The Way

Purpose – The purpose of this paper is to introduce the debate forum on internationalization motives of this special issue of Multinational Business Review. Design/methodology/approach – The authors reflect on the background and evolution of the internationalization motives over the past few decades, and then provide suggestions for how to use the motives for future analyses. The authors also reflect on the contributions to the debate of the accompanying articles of the forum. Findings – There continue to be new developments in the way in which firms organize themselves as multinational enterprises (MNEs), and this implies that the “classic” motives originally introduced by Dunning in 1993 need to be revisited. Dunning’s motives and arguments were deductive and atheoretical, and these were intended to be used as a toolkit, used in conjunction with other theories and frameworks. They are not an alternative to a classification of possible MNE strategies. Originality/value – This paper and the ones that accompany it, provide a deeper and nuanced understanding on internationalization motives for future research to build on.

Crowdfunding, gender and the promise of financial democracy: a systematic review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Priscilla Serwaah
Keyword(s):  
Design Methodology ◽  
General Trend ◽  
External Factors ◽  
Future Research ◽  
Full Potential ◽  
Content Type ◽  
Factors Associated ◽  
And Gender ◽  
Alternative Finance ◽  
The Impact

PurposeThe purpose of this study is to review the literature at the intersection of crowdfunding and gender, while examining the extent to which crowdfunding has enhanced female financial inclusion and participation.Design/methodology/approachA systematic literature review was conducted across 47 studies from 2011 to April 2021.FindingsMost studies suggest that the likelihood of success or failure of female-led campaigns depends on external factors associated with opportunities. The study points to a general trend where although female participation has not achieved its full potential, it is greater than in other channels, while enjoying higher chances of success for female fundraisers. The study highlights gaps in the literature and the associated opportunities for future research emerging from them.Originality/valueThis study is the first attempt to summarise and sensitise the literature on crowdfunding and gender. The study highlights the importance of analysing the impact of context on the conceptualisation of gender in alternative finance.

Mind the attention gap: how does digital advertising impact choice under low attention?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Irene Santoso ◽  
Malcolm J. Wright ◽  
Giang Trinh ◽  
Mark Avis
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Marketing Communication ◽  
Content Type ◽  
Emotional Appeal ◽  
Advertising Strategies ◽  
Naturalistic Environment ◽  
The Impact ◽  
Brand Consideration ◽  
Practical Implications

Purpose This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention. Design/methodology/approach Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression. Findings Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective. Research limitations/implications This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur. Practical implications Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication. Originality/value There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

Post-pandemic marketing: when the peripheral becomes the core

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jagdish N. Sheth
Keyword(s):  
Design Methodology ◽  
Transaction Cost Economics ◽  
Cost Effective ◽  
Interactive Marketing ◽  
Content Type ◽  
Digital Platforms ◽  
Customer Support ◽  
Support Organization ◽  
Conceptual Paper ◽  
The Impact

PurposeThe purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the customers. This will impact all 4 Ps of marketing, as well as branding and innovation.Design/methodology/approachIt is a conceptual paper based on literature review. The underlying construct used is transaction cost economics (TCE).FindingsUsing TCE, the paper finds that both consumers and marketers are very willing to shift to e-commerce and digital platforms which are both convenient, as well as cost-effective. Also, customer support organization will become a strategic advantage in interactive marketing.Originality/valueThis is an original paper written specifically for the special issue on the post-pandemic shock.

An economic analysis of nontraditional lending in Chapter 12 bankruptcy cases

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Adam N. Rabinowitz ◽  
William Glen Secor
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Parameter Estimates ◽  
Content Type ◽  
Secured Debt ◽  
Marginal Effects ◽  
Research Gap ◽  
The Impact ◽  
To Receive ◽  
Unique Dataset

PurposeNontraditional lenders are important credit providers for farmers. However, previous research has found that farmers who use nontraditional lenders are riskier lending opportunities. Using a unique dataset of Chapter 12 bankruptcy cases, the authors analyze the share of payment that is made or allowed by the courts on debt owed to traditional and nontraditional lenders.Design/methodology/approachThe authors use a Tobit model to calculate parameter estimates and marginal effects of the impact of creditor type (traditional/nontraditional) and debt classification (secured, priority and unsecured) on the proportion of a bankruptcy claim that lenders receive or are expected to receive when a case is discharged.FindingsThe authors find that traditional lenders with secured debt receive a greater repayment than nontraditional lenders. Meanwhile, there are more than twice the number of nontraditional lenders that are owed debt in these bankruptcy claims. While this raises concern for nontraditional lenders, that is mitigated some by the level of debt that is on average about one-sixth the size of the average debt of traditional lenders. Finally, the authors show there are numerous opportunities for future research in this area using case level bankruptcy data.Originality/valueThis paper fills a research gap by focusing on the state of nontraditional lenders in Chapter 12 bankruptcy cases and their treatment in discharged cases.

The significance of the interaction of stability and damage propagation in metallic and composite panels

2015 ◽  
Vol 6 (6) ◽  
pp. 737-758 ◽  
Author(s):  
Peter Horst
Keyword(s):  
Design Methodology ◽  
Damage Tolerance ◽  
Mutual Influence ◽  
Building Blocks ◽  
Composite Panels ◽  
Content Type ◽  
Damage Propagation ◽  
Survey Paper ◽  
The Impact ◽  
The Way

Purpose – In general two main types of criteria are essential for the sizing of aircraft structural panels, namely, stability and damage tolerance. The way these criteria act and interact is very different for metallic and composite building blocks. While interaction of both types of criteria is relatively clear for composite parts, this is normally not the case for metallic ones. What is common for both is the fact that, if an interaction occurs, the impact is essential. The paper aims to discuss these issues. Design/methodology/approach – This is a survey paper. Findings – There is a strong mutual influence of buckling and damage in many cases. Originality/value – It shows the significance of both, buckling and damage as a combined phenomenon.

New jerseys: exploring the influence of NBA team jersey sponsorships on teams and sponsors

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sara Shoffner ◽  
Mark Slavich ◽  
Gi-Yong Koo
Keyword(s):  
United States ◽  
North American ◽  
Design Methodology ◽  
The United States ◽  
National Basketball Association ◽  
Future Research ◽  
Sport Sponsorship ◽  
Content Type ◽  
Sport League ◽  
The Impact

PurposeIn 2017, the National Basketball Association (NBA) became the first major professional North American sport league to adopt jersey sponsorship. While professional leagues across the globe have allowed this practice for decades, the NBA's decision marked what may be the start of a new trend in North American sport sponsorship. With this in mind, the current study sought to assess the impact of fans' perceptions of these sponsorships on sponsor- and team-related outcomes.Design/methodology/approachAn online sample of 301 NBA fans across the United States was conducted through Amazon's MTurk.FindingsResults exhibited the importance of sponsorship authenticity, which maintained the strongest influence on sponsor- and team-related outcomes. Brand–team fit, sponsorship familiarity and sponsorship identification were also assessed, with mixed results for each factor.Originality/valueResults of these findings related to sponsorship authenticity and consequent practical and theoretical implications are discussed, and areas for future research are provided.

Sign in / Sign up

Export Citation Format

Share Document