The Effects of Brand Strategy and Technological Uncertainty on Pioneering Advantage in the Multigenerational Product Market

2012 ◽  
Vol 30 (1) ◽  
pp. 82-95 ◽  
Author(s):  
Dae Ryun Chang ◽  
Se-Bum Park
Keyword(s):  
Product Market ◽  
Brand Strategy ◽  
Technological Uncertainty ◽  
Pioneering Advantage

Section 5.d Introduction

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Calin GURAU ◽  
Ashok RANCHHOD
Keyword(s):  
Best Practices ◽  
Brand Strategy ◽  
Brand Experience ◽  
Creation Process ◽  
A Value ◽  
Starting Point

 The classic brand design literature presents and illustrates best practices in developing the physical, graphical and semiotic aspects of a brand. However, both practitioners and academics outline that brand design is only the starting point of the brand strategy, which has to be completed and complemented by designing and effectively managing meaningful brand experiences. The success of the brand depends on a value co-creation process in which the intentions and offerings of producers and vendors encounter, and interact with, the customer experiences of the brand and of the associated product. A brand experience designed for the customer can therefore be multi-dimensional and not just product led.

ANALISIS KINERJA STRATEGI PEMASARAN USAHA KERAJINAN KETAK DI KABUPATEN LOMBOK TENGAH

2018 ◽  
Vol 3 (2) ◽  
Author(s):  
H.L Ahmad Murdani
Keyword(s):  
Product Market ◽  
Horizontal Merger ◽  
Case Method ◽  
Alternative Strategies ◽  
Market Expansion ◽  
Descriptive Research ◽  
Method Approach

Ketak handicraft is one of any other superior handicraft in Lombok Tengah Regency, as one of any other revenue generator for Lombok Tengah regency and to increase the prosperity of people in this industry, it is needed to find out the ways and strategies to improve the performance of this business. This research was categorized as a descriptive research which used case method approach, it was aimed to find out the position of ketak handicraft among handicraft industry in Lombok Tengah based on recent performance and to identify alternative strategies which can be chosen in order to improve the performance of this industry. In order to find out the position of ketak handicraft business, it was used BCG Agam analysis and based on this position the strategy for improving this business was selected based on this analysis, the position of third business was in the stars position, where alternative strategies that can be chosen were: (a) development of the existing product (market expansion for the existing product); (b) diversification; (c) horizontal merger. Suggestion recommended was to apply one of these strategies based on analysis that had been conducted.

COMPETITIVE STATUS OF UKRAINE

2017 ◽  
Author(s):  
Olena Zayats ◽  
Keyword(s):  
National Economy ◽  
Financial System ◽  
Product Market ◽  
Global Competitiveness ◽  
Innovation Potential ◽  
Wide Range ◽  
Ict Adoption ◽  
World Economic ◽  
Global Competitiveness Index ◽  
One Year

The article examines the competitive status and competitive positions of Ukraine. It proves that in the current context the competitive status of the national economy is determined by the presence of a strong global competitive force that provides dynamic growth based on innovation potential, developed institutions, infrastructure, ICT adoption, macroeconomic stability, health, skills, product market, labor market, financial system, market size, business dynamism rather than by traditional factors (natural resources, geopolitical situation). It has been identified that a wide range of factors in global competitive force establishment suggests the complexity of its assessment. It has been noted that in world economic practice the Global Competitiveness Index of the World Economic Forum is predominantly used to assess the competitive status of the national economy. It has been determined that according to this index, in the overall ranking among 141 countries in 2019, Ukraine ranked 85th (2009-2010 – 82/133; 2018 – 83/140). The article analyzes of the competitive status of Ukraine in the international arena in terms of twelve pillars of the studied index and in the context of components of the said pillars. The dynamics of Ukraine's global competitive force in recent years shows that there has not been any build up. However, if one analyzes it in terms of the criteria of the global competitive force of the domestic economy, their assessment is volatile: the main regression can be traced in the sphere of the financial system, where Ukraine dropped by 19 positions in one year (2018 – 117/140, 2019 – 136/141), and the greatest progress is observed in the product market, where Ukraine rose by 16 positions in one year (2018 – 73/140, 2019 – 57/141). Analysis of the components of Ukraine’s global competitive force criteria shows that the worst positions in terms of such components are as follows: non-performing loans (% of gross total loans) – 139/141 and soundness of banks – 131/141. The best positions are in terms of the following components: costs of starting a business – 14/141 and attitude towards entrepreneurial risk – 18/141.

Archetypic branding with positions of ergonomic support of marketing researches

Ergodesign ◽  
2020 ◽  
Vol 2020 (1) ◽  
pp. 3-18
Author(s):  
Marijam Arpentieva
Keyword(s):  
Role Models ◽  
Role Model ◽  
Historical Context ◽  
Marketing Research ◽  
Theory And Practice ◽  
Specific Role ◽  
Brand Strategy

The article discusses the current problems of the theory and practice of archetypal branding, analyzes the problems of archetypal branding from the perspective of ergonomic support for marketing research. In the framework of modern ergonomics, one of the tasks of its development is the ergonomic support of marketing research, including research on the development and evaluation of the effectiveness and productivity of the brand. A brand that is developed by marketers in accordance with a particular archetype or a specific role model can not only gain consumer recognition, but also help them formulate a way to express themselves. A role model in terms of the ergonomic support of marketing research can be used to develop a brand strategy: it represents an image that reflects a person’s ideas about a desirable role in the community. The client seeks not only to demonstrate this image to people, but also to use it in order to support and transform his own identity. At the same time, role models, unlike archetypal structures, practices and theorists from the standpoint of ergonomic support of marketing research typologize, based directly on a comparison with the leading motives of life and consumption. Role models correspond to different consumption situations, without contradicting the specific cultural and historical context. From the position of ergonomic support of marketing research, they should and can be used as functions specific to a given community, region, and time, as well as transcultural or supercultural structures that reflect one or another pole of the archetype in a particular cultural and historical environment.

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