Viewpoint – a big opportunity for interactive marketing post-COVID-19

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Malcolm McDonald
Keyword(s):  
New Technology ◽  
Fixed Costs ◽  
Interactive Marketing ◽  
Marketing Practice ◽  
Content Type ◽  
Building Relationships ◽  
Individual Level ◽  
The People ◽  
Customer Services ◽  
The Individual

PurposeThe objective of this short research-informed, practitioner-orientated paper is to provide a viewpoint on interactive marketing pre and post COVID-19.Design/methodology/approachThis is a conceptual article designed to articulate a viewpoint that despite COVID-19 the strategic considerations that marketers need to make remain unchanged.FindingsAs a result of the pandemic, there is much more obvious use of interactivity in other, aligned functions such as sales and customer services. The effectiveness of interactive marketing will only be increased by having focus on the fundamental roles of the marketing discipline, strategy and segmentation, and understanding customers at the individual level. We also need reminding briefly that the rules of competition had changed well before the COVID-19 pandemic. The traditional make and sell model has been substantially replaced by new technology-enabled organisations without the restrictions of high fixed costs and cloying bureaucracy. Customers can now search for and evaluate products and services independent of suppliers and now have as much information about suppliers as suppliers have of customers. This is the backcloth against which marketers face the challenges at the beginning of 2021. We conclude that there is a great future ahead. There is no reason why the best of interactive marketing will not be capable of building relationships that are great for customers, great for the people who create them, great for all stakeholders and great for the environment.Originality/valueThis is a practitioner viewpoint outlining the view that COVID-19 has not had as great of an impact on interactive marketing practice as technological change has and that interactive marketing will continue to develop after COVID-19 has receded.

The role of knowledge sharing and LMX to enhance employee creativity in theme park work team

2018 ◽  
Vol 30 (5) ◽  
pp. 2343-2359 ◽  
Author(s):  
Shu-hsien Liao ◽  
Chih-chiang Chen ◽  
Da-chian Hu
Keyword(s):  
Knowledge Sharing ◽  
Theme Park ◽  
Employee Creativity ◽  
Content Type ◽  
Team Members ◽  
Individual Level ◽  
Member Exchange ◽  
Multi Level ◽  
Customer Services ◽  
The Individual

Purpose This paper aims to empirically test individual, team and multi-level relationships among knowledge sharing (KS), leader–member exchange (LMX), employee creativity (EC) and team innovation (TI). The study tests how KS affects EC via LMX at lower and multi levels. At a higher level, how creativity affects TI is also tested. Design/methodology/approach Questionnaires were sent to 43 team leaders and 215 team members from the largest theme park in Taiwan, E-DA, who are engaged in offering creative and innovative customer services. Multilevel analysis was conducted based on the questionnaires received. Findings Major findings agree the contention that KS can improve EC via LMX at both employee and multi-level. The results also indicate that KS affects team creativity (TC) at the team level; however, TC and TI do not have a significant positive relationship. Originality/value The study examined how to enhance employees’ creativity from the individual and team levels in a theme park, an area with rare literature. The authors found that LMX is an important mediator between KS and EC. The mediated effect of KS on EC through LMX is higher in a cross level than individual level. In addition, a team’s KS has more effect on EC than the individual level.

The influence of culture on consumer perceptions of deceptiveness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haithem Zourrig ◽  
Mengxia Zhang ◽  
Kamel El Hedhli ◽  
Imene Becheur
Keyword(s):  
Culturally Diverse ◽  
Online Survey ◽  
Consumer Perceptions ◽  
Chinese Consumers ◽  
Content Type ◽  
Individual Level ◽  
Information Manipulation ◽  
Societal Level ◽  
The Individual ◽  
Situational Constraint

Purpose This study aims to apply McCornack’s (1992) information manipulation theory to the context of fraud and investigates the effects of culture on perceived deceptiveness. Design/methodology/approach In total, 400 Chinese consumers and an equal-size sample of Canadian consumers were recruited to fill an online survey. The survey integrates four scenarios of insurance fraud and measures of perceived deceptiveness, cultural tightness and horizontal-vertical idiocentrism allocentrism, in addition to some control variables. Findings Results show that at the societal level of culture, perceived deceptiveness is higher in individualistic than in collectivistic cultures. When accounting for the level of situational constraint, cultural tightness was found to magnify the perceived deceptiveness. At the individual level of culture, vertical-allocentrism and vertical-idiocentrism were found to weigh against the perception of deceptiveness. Originality/value Understanding cultural differences in perceived deceptiveness is helpful to spot sources of consumers’ vulnerability to fraud tolerance among a culturally diverse public.

Business plan competitions in developed and emerging economies

2019 ◽  
Vol 11 (1) ◽  
pp. 81-97 ◽  
Author(s):  
Syed Awais Ahmad Tipu
Keyword(s):  
Emerging Economies ◽  
Business Plan ◽  
Integrated Approach ◽  
Future Research ◽  
Journal Articles ◽  
Research Gaps ◽  
Content Type ◽  
Individual Level ◽  
Academic Literature ◽  
The Individual

Purpose This paper aims to review the academic literature on business plan competitions in developed and emerging economies to assess the contribution to the knowledge so far and identify research gaps. Design/methodology/approach A variety of databases (such as ABI/Inform Global, Academic Search Complete, Business Source Premier and Emerald Full Text) were used to find peer-reviewed journal articles. Regardless of time, different search terms were used to find relevant journal articles such as business plan competitions, business plan contests, business plan teams, business plan judges, business plan development and business plan scores. After a careful review of the identified articles, a total of 22 articles were included in the final review. The articles in the final set were manually coded using the thematic codes. Findings Despite the popularity of business plan competitions, limited academic literature exists, particularly in the context of emerging economies. A total of 16 out of 22 studies are conducted in developed economies. The findings suggest that the literature on business plan competitions is largely centered on the structure of business plan competitions, the characteristics of the participating teams and the benefits of business plan competitions. The individual level benefits of business plan competitions include the development of entrepreneurial skills, opportunity for networking and access to mentors. Business plan competitions can be better aligned with public policy, particularly in case of emerging economies. Therefore, a more focused and integrated approach among industry, academia and government in encouraging business plan competitions could potentially make a far-reaching impact in establishing an enterprising society. While much is known about the structure and the benefits of business plan competitions, there are various research gaps which need to be addressed. Originality/value The current paper is the first identifiable review of the literature on business plan competitions. The proposed questions for future research will potentially help in addressing the identified research gaps.

Public service motivation and willingness to collaborate

2014 ◽  
Vol 2 (1) ◽  
pp. 80-95 ◽  
Author(s):  
Heather Getha-Taylor ◽  
Alexa Haddock-Bigwarfe
Keyword(s):  
Homeland Security ◽  
Public Service ◽  
Public Service Motivation ◽  
The Body ◽  
Organizational Level ◽  
Cross Sectional ◽  
Content Type ◽  
Individual Level ◽  
Original Survey ◽  
The Individual

Purpose – The purpose of this paper is to examine public service motivation (PSM) and the connection with collaborative attitudes among a sample of homeland security actors representing the public, private, and nonprofit sectors. Design/methodology/approach – This study examines relationships between measures of PSM and collaboration using original survey data and hierarchical multiple regression. Findings – Findings reveal strong positive relationships between PSM measures and attitudes toward collaboration at the individual and organizational level. Research limitations/implications – Survey results are cross-sectional and are from respondents participating in a single state's homeland security summit. Practical implications – It is expected that results can be used to enhance collaboration at the individual and organizational levels. At the organizational level, results can be used for matching individuals with collaborative opportunities. At the individual level, results can be used for enhanced self-reflection and effectiveness purposes. Originality/value – This study provides insights on the relationship between PSM measures and collaborative attitudes. The research contributes to the body of scholarly work connecting PSM and correlates of interest.

scholarly journals Bifidobacterial Succession and Correlation Networks in a Large Unselected Cohort of Mothers and Their Children

2012 ◽  
Vol 79 (2) ◽  
pp. 497-507 ◽  
Author(s):  
E. Avershina ◽  
O. Storrø ◽  
T. Øien ◽  
R. Johnsen ◽  
R. Wilson ◽  
...  
Keyword(s):  
Human Populations ◽  
Bifidobacterium Adolescentis ◽  
Content Type ◽  
Individual Level ◽  
Correlation Networks ◽  
Age Related ◽  
Related Development ◽  
Healthy Cohort ◽  
Stool Samples ◽  
The Individual

ABSTRACTBifidobacteria are a major microbial component of infant gut microbiota, which is believed to promote health benefits for the host and stimulate maturation of the immune system. Despite their perceived importance, very little is known about the natural development of and possible correlations between bifidobacteria in human populations. To address this knowledge gap, we analyzed stool samples from a randomly selected healthy cohort of 87 infants and their mothers with >90% of vaginal delivery and nearly 100% breast-feeding at 4 months. Fecal material was sampled during pregnancy, at 3 and 10 days, at 4 months, and at 1 and 2 years after birth. Stool samples were predicted to be rich in the speciesBifidobacterium adolescentis,B. bifidum,B. dentium,B. breve, andB. longum. Due to high variation, we did not identify a clear age-related structure at the individual level. Within the population as a whole, however, there were clear age-related successions. Negative correlations between theB. longumgroup andB. adolescentiswere detected in adults and in 1- and 2-year-old children, whereas negative correlations betweenB. longumandB. brevewere characteristic for newborns and 4-month-old infants. The highly structured age-related development of and correlation networks between bifidobacterial species during the first 2 years of life mirrors their different or competing nutritional requirements, which in turn may be associated with specific biological functions in the development of healthy gut.

New Technology Communication in American State Governments

2012 ◽  
pp. 1806-1823
Author(s):  
Hyun Jung Yun ◽  
Cynthia Opheim
Keyword(s):  
Political Participation ◽  
New Technology ◽  
State Level ◽  
Electronic Systems ◽  
State Governments ◽  
Individual Level ◽  
Political Exclusion ◽  
The Individual ◽  
Combined Data

This study examines the effects of states’ e-government efforts, more specifically the progress of e-service and e-democracy, on citizens’ general political engagement and electoral participation. Utilizing the combined data with the state level of West’s e-Government measures (2008) and the individual level of the 2008 American Election Study, this study finds a strong link between state sponsored efforts at e-Government and traditional forms of the public’s political participation. State sponsored digital services and outreach increase general political participation more than campaign activities, and the implementation of e-democracy has a greater effect on mobilization than e-service. The results imply that e-government has potential to ameliorate political exclusion by letting the politically disadvantaged access a higher quality of information with an equalized accessibility through state governments’ electronic systems.

New Technology Communication in American State Governments

2012 ◽  
pp. 573-590
Author(s):  
Hyun Jung Yun ◽  
Cynthia Opheim
Keyword(s):  
Political Participation ◽  
New Technology ◽  
State Level ◽  
Electronic Systems ◽  
State Governments ◽  
Individual Level ◽  
Political Exclusion ◽  
The Individual ◽  
Combined Data

This study examines the effects of states’ e-government efforts, more specifically the progress of e-service and e-democracy, on citizens’ general political engagement and electoral participation. Utilizing the combined data with the state level of West’s e-Government measures (2008) and the individual level of the 2008 American Election Study, this study finds a strong link between state sponsored efforts at e-Government and traditional forms of the public’s political participation. State sponsored digital services and outreach increase general political participation more than campaign activities, and the implementation of e-democracy has a greater effect on mobilization than e-service. The results imply that e-government has potential to ameliorate political exclusion by letting the politically disadvantaged access a higher quality of information with an equalized accessibility through state governments’ electronic systems.

scholarly journals Knowledge grafting during internationalization: utilizing localized professionals in the foreign market

2020 ◽  
Vol 24 (9) ◽  
pp. 2009-2033
Author(s):  
Martin Johanson ◽  
Pao T. Kao ◽  
Heléne Lundberg
Keyword(s):  
Market Entry ◽  
Foreign Market ◽  
Content Type ◽  
Individual Level ◽  
Face To Face ◽  
Governmental Agencies ◽  
Types Of Knowledge ◽  
Multiple Case ◽  
Level Of Knowledge ◽  
The Individual

Purpose The purpose of this paper is to understand knowledge grafting through localized professionals in the internationalization of the firm. Knowledge grafting refers to firms increasing their knowledge stock by acquiring new staff, and while the concept is not new in studies on firms’ internationalization, there is little understanding of the characteristics of the individuals carrying the knowledge, the types of knowledge grafted and how it contributes to a market entry process. Design/methodology/approach The authors conducted an explorative study with a multiple-case research design and purposely selected five localized Swedish managers working for Russian subsidiaries of Swedish firms. Face-to-face interviews were conducted. The interviews were transcribed and analyzed based on three types of knowledge: general foreign market knowledge, social network knowledge and professional knowledge. The authors also considered both private and professional ties. Findings The findings show that characteristics of the localized professional and the firm can influence the type of knowledge grafted and how it is used. The findings also highlight the key role of the individual as knowledge carrier and show an alternative way to obtain knowledge in firm internationalization. Research limitations/implications This study comes with limitations. Only Swedish firms entering Russia with wholly owned subsidiaries have been considered. Further studies comparing knowledge grafting with firms in different entry mode, varying stage of market entry, as well as other countries of origin can further enrich our understanding. Future studies can also focus on localized professionals to shed light on the knowledge transfer between them and other individuals within the firms and the potential impact of their departure on knowledge grafting. Practical implications Internationalizing firms should pay attention to the opportunity of grafting knowledge by appointing localized professionals already living in the market. Governmental agencies in the host county can be a valuable source for identifying foreign nationals of the same origin as the firm. Originality/value To the best of the authors’ knowledge, this is the first study to focus on the individual level of knowledge grafting and to examine how localized professionals acquire knowledge to support firms in internationalization.

The individual side of ambidexterity

2019 ◽  
Vol 41 (3) ◽  
pp. 592-613 ◽  
Author(s):  
Andrés Salas Vallina ◽  
Maria D. Moreno-Luzon ◽  
Anna Ferrer-Franco
Keyword(s):  
Structural Equation ◽  
Public Hospitals ◽  
Equation Modeling ◽  
Exploration And Exploitation ◽  
Cross Sectional ◽  
Learning Capability ◽  
Content Type ◽  
Individual Level ◽  
The Individual ◽  
The Relationship

PurposeThe purpose of this paper is twofold: first, to examine whether inspirational leadership of heads of specialized medical units is related to individual ambidexterity of their dependent physicians; and second, to study the possible mediating role of organizational learning capability (OLC) in the relationship between inspirational leadership and individual ambidexterity.Design/methodology/approachStructural equation modeling was used on a sample of 194 medical specialists from Spanish public hospitals.FindingsResults show that inspirational leadership is positively related to individual ambidexterity among healthcare physicians. In addition, the results of the study revealed that the relationship between inspirational leadership and individual ambidexterity is mediated by conditions that facilitate learning, namely, OLC.Research limitations/implicationsThis study uses cross-sectional data, which do not guarantee causality relationships among the examined variables.Practical implicationsThe results of this paper suggest first that heads of healthcare units should inspire followers to achieve both exploration and exploitation. Second, it is also necessary to consider that inspirational leaders promote those conditions that facilitate learning, which should be particularly taken into account to enhance both physician’s exploration and exploitation.Originality/valueIn stressing an evident gap in the relationship between leadership and ambidexterity at the individual level, this paper attempts to advance in the leadership literature by revealing how the action or power of moving the intellect or emotions, and enhancing enthusiasm and confidence, empowers physicians to both explore and exploit knowledge. The results also indicate that the inspiration transmitted by the heads of medical services, facilitate physician’s perceived learning conditions which, in turn, fosters their individual ambidexterity.

Organizational culture now and going forward

2019 ◽  
Vol 32 (6) ◽  
pp. 650-668
Author(s):  
Pyounggu Baek ◽  
Jihyun Chang ◽  
Taesung Kim
Keyword(s):  
Organizational Culture ◽  
North America ◽  
Change Management ◽  
Design Methodology ◽  
Research Community ◽  
Content Type ◽  
Individual Level ◽  
Organization Level ◽  
The Individual ◽  
Modern Perspective

Purpose The purpose of this paper is to examine the fundamental premises (i.e. perspectives on organizations and intrinsic research contributions) embodied in the literature on organizational culture and offer insights into where organizational culture research should be headed now and going forward. Design/methodology/approach This research provides an integrative review of organizational culture research and investigates commonalities and differences in terms of the fundamental premises between North America and Europe. Findings The findings include that the modern perspective was most pervasive (87 percent) in both regions, with Europe slightly more open to varied perspectives such as symbolic and postmodern ones; approximately 70 percent of the studies were geared toward organization-level contributions, less than 10 percent toward individual-level contributions, and less than 20 percent toward mega-level contributions as the underlying research intent; and (c) in terms of the perspective-contribution combination, the pair of modern perspective and organization-level contribution was most dominant in both regions, while the individual-level contribution was paired with no other perspectives than the modern one. Research limitations/implications This research suggests that the research community shape a whole new discourse on organizational culture and recommends several promising research avenues. Originality/value By engaging in fundamental discussions on how an organization has been perceived and what purpose it has meant to deliver, this research offers an overarching view of where we stand currently and possibly where we should be heading in terms of organizational change management.

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