The Cultural Knowledge Perspective: Insights on Resource Creation for Marketing Theory, Practice, and Education

2022 ◽  
pp. 027614672110550
Author(s):  
Michelle F. Weinberger ◽  
Robert F. Lusch
Keyword(s):  
Product Development ◽  
Raw Materials ◽  
Cultural Knowledge ◽  
Marketing Theory ◽  
Resource Potential ◽  
Marketing Education ◽  
Advertising Budget ◽  
Knowledge Perspective ◽  
Conceptual Paper ◽  
Resource Creation

Marketing researchers and marketers have long focused on the importance of resources: organizations having enough raw materials, advertising budget, distribution and supply facilities, data, technology, money, connections, time, or employees. However, these only become valuable to the organization when people identify them as potential resources and then use them adeptly. In this conceptual paper, we argue that understanding the process of identifying and creating resources is essential to understanding organizational success. We introduce the Cultural Knowledge Perspective. The perspective refocuses attention on the process by which people use and extend their cultural knowledge to identify latent materials, materials that have resource potential, and the process by which cultural knowledge is used to activate latent materials to create actual resources. We bring together and build on disparate research in marketing, sociology, and management to show the importance of understanding how the cultural knowledge of marketers and consumers is deployed for resource creation. In doing so, we show how this perspective opens avenues for hiring marketing talent, product development, marketing communications, and marketing education.

scholarly journals The social marketing theory-based (SMT) approach for designing interventions

2016 ◽  
Vol 6 (1) ◽  
pp. 18-40 ◽  
Author(s):  
Shamini Manikam ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Marketing Theory ◽  
Content Type ◽  
Step Process ◽  
The Social ◽  
Conceptual Paper ◽  
Marketing Intervention ◽  
Practical Implications ◽  
Social Marketing Theory

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

scholarly journals Product Development for Competitive Advantage of Micro, Small, and Medium Enterprises of Ikat Woven Fabric in Kediri

2019 ◽  
Vol 10 (2) ◽  
pp. 75-86 ◽  
Author(s):  
Rita Ambarwati ◽  
Andre Saputro ◽  
Aditya Galih Fathurochman ◽  
As'ad Rizal
Keyword(s):  
Product Development ◽  
Competitive Advantage ◽  
Quality Function Deployment ◽  
Raw Materials ◽  
Small And Medium Enterprises ◽  
Woven Fabric ◽  
Quality Cost ◽  
The Third ◽  
Plastic Materials ◽  
Medium Enterprises

The research aimed to provide the solutions for the method of selecting product development strategies based on competitive advantage criteria including Quality, Cost, Delivery, Service, and Morale (QCDSM). The research was done in Micro, Small, and Medium Enterprises (MSMEs) of Ikat woven fabric in which the collecting data used questionnaires for the customers. The questionnaire was regarding the criteria for competitive advantage for MSMEs of Ikat woven fabric in Kediri. The analysis methods applied Importance-Performance Analysis (IPA) and Quality Function Deployment (QFD) based on the criteria of competitive advantage. The results show that the MSMEs of Ikat woven fabric should replace plastic materials into recyclable materials, ensure that raw materials do not contain dangerous and poisonous materials, choose coloring materials that do not contain dangerous and poisonous materials, choose the third parties to deliver products, weigh dye materials according to their composition and measurement, and utilize domestic raw materials.

The Role of Business Schools in Marketing Education

2021 ◽  
pp. 42-56
Author(s):  
Andre Vilares Morgado
Keyword(s):  
Business Schools ◽  
Marketing Research ◽  
Point Of View ◽  
Theory And Practice ◽  
Theoretical Point ◽  
Marketing Theory ◽  
Marketing Education ◽  
Inductive Approach

Business schools play a key role in training marketing professionals. However, there is a strong divide between the expectations held by marketing professionals and those held in academia. This article considers this phenomenon from a theoretical point of view and explores its causes. The author argues that business schools are able to play a key role in bridging theory and practice in marketing. The article closes by offering several suggestions for how business schools might increase the relevance of marketing research while reducing the gap between marketing theory and practice. In particular, the article suggests the adoption of an inductive approach to research and offers a set of policies that business schools can implement in order to close this gap.

scholarly journals OPTIMIZATION OF USE OF MANUFACTURING RESOURCES BY ENTERPRISES OF THE AGRICULTURAL SECTOR

2018 ◽  
pp. 225-234
Author(s):  
Svitlana Nuzhna ◽  
Nataliia Samarets
Keyword(s):  
Mathematical Model ◽  
Economic Efficiency ◽  
Economic Activity ◽  
Agricultural Sector ◽  
Raw Materials ◽  
Mathematical Methods ◽  
Forage Crops ◽  
Resource Potential ◽  
Agricultural Enterprises ◽  
Microsoft Office

The article deals with the main aspects of the stages of development and construction of an optimization of the economic and mathematical model of agricultural enterprises' resources for identifying reserves of resource potential, its rational use and increase of the economic efficiency of economic activity. Some economic indicators of functioning and development of agricultural enterprises that can be taken into account when compiling an optimization model are analysed. The basic stages of construction of the economic and mathematical model and their characteristic features are revealed. Applied testing of mathematical calculations has been carried out for the agricultural enterprise LLC UM-Vatutino, which wants to optimize the structure of its production in order to ensure maximum overall profitability. The developed economic and mathematical model provides the main activities of the UM-Vatutino LLC. They are the cultivation of grain and forage crops, cows of various productivity. Such a model can be used to analyse and identify the reserves of resource potential of enterprises of any form of ownership, at different periods of time, as well as to identify features of strategies for improving the economic efficiency of economic activity of the enterprise itself and its individual units. In addition, the constructed model can be modified both structurally and substantively. The analysis results are processed by means of one of the office programs of Microsoft Office Excel spreadsheets. Data analysis has been performed with the use of the "Solver" tool in spreadsheets. It allows finding an optimization solution with a large number of variables. As a result, it has been confirmed that the application of economic and mathematical methods is very effective in assessing not only the resource potential of agricultural enterprises, but also optimizing the volumes of sales of products, feeds, raw materials for another. The process of modelling in the activities of agricultural enterprises gives the opportunity to make managerial decisions at various stages of the operation and development of the enterprise.

scholarly journals NEW PRODUCT DEVELOPMENT IN TEXTILES AND APPAREL INDUSTRY

2021 ◽  
Vol 5 (5) ◽  
pp. 63-68
Author(s):  
Arindam Basu
Keyword(s):  
Product Development ◽  
New Product Development ◽  
Raw Materials ◽  
New Product ◽  
Apparel Industry ◽  
Natural Variability ◽  
Textile Materials ◽  
Textile And Apparel ◽  
Textiles And Apparel ◽  
Textile And Apparel Industry

Product development is key to survival of any industry with change of time. This article discusses about the process of new product development in textile and apparel industry. Major points considered during this process are demand of customers, availability of new raw materials, sustainability, economic validity and responsibiiity towards nature. Engineering of products is a complicated issue here due to natural variability of textile materials, limitations of fibre available and use of old conventional machineries in many cases.

scholarly journals Sistem Informasi Geografis Potensi Sumber Daya Alam di Wilayah Kabupaten Banggai Kepulauan Berbasis Android

2020 ◽  
Vol 6 (1) ◽  
Author(s):  
Siti Andini Utiarahman ◽  
Satriadi D. Ali
Keyword(s):  
Information System ◽  
Natural Products ◽  
Geographic Information System ◽  
Raw Materials ◽  
Geographic Information ◽  
Agricultural Activities ◽  
Resource Potential ◽  
Processing Industry ◽  
Special Information ◽  
Central Sulawesi

Geographic Information System (GIS) is an information sistem manages data that has special information that is meant as a computer sistem that has the ability to build, store and manage and display information with geographical significance. As an example is information related to natural resources. Banggai kepulauan is one of the regencies in the province of central Sulawesi and has its capital in salakan. The economy in the regency is proud of the islands related to agricultural activities in accordance with their livelihoods utilizing natural potential. So most of the population is engaged in agriculture, plantations and fisheries. However, because there is no processing industry that is able to absorb natural products, farmer only market these natural products in the form of raw materials. For this reason, the researcher took the initiative to create an android based geographic information sistem so that the large natural potential in the region could be published throughout the Indonesian people. So that through this sistem, anyone who needs information on natural resource potential data of the regency of the archipelago proudly, especially in the agriculture, fisheries and loggin sectors, can easily access it anytime and anywhere through mobile devices in real time.

scholarly journals A Longitudinal Study of the Turkish Marketing Academia: What Has Changed and What Has Not in a Decade?

2021 ◽  
Vol 10 (3) ◽  
pp. 301-311
Author(s):  
B. Zafer Erdoğan ◽  
Semra Doğan ◽  
M. Sami İşlek
Keyword(s):  
Online Survey ◽  
Marketing Research ◽  
Theory And Practice ◽  
Current Status ◽  
Marketing Theory ◽  
Global Trends ◽  
Marketing Education ◽  
Research And Teaching ◽  
Research Findings ◽  
Almost All

This article compares the findings of two surveys of the Turkish marketing academia undertaken in 2007 and in 2016. As a follow up replicating Erdogan and Uzkurt's study (2007), this 2016 study aims to reveal the current status and problems of the marketing academia in Turkey as an emerging country, by adding a longitudinal dimension. The same questionnaire was used for both surveys carried out. The data collection procedure included both an online survey and a drop-and-collect survey, with the participation of faculty members with all types of academic titles working in the Turkish marketing academia. 108 and 132 usable questionnaires were collected in 2007 and 2016, respectively. The research findings indicate that the problems experienced have remained fairly similar in almost all dimensions, while the publication performance has increased during this period. The findings about research and teaching interests indicate that marketing academics primarily concentrate on such fields as consumer behavior, marketing research and marketing strategy. The teaching and research interests have also differed depending on global trends and changes in tenure standards in the Turkish marketing academia. Another key finding regarding the issues of the field, with vital implications for marketing education, is the perceived gap between marketing theory and practice. The fundamental issue related to education is cited as the decreasing student proficiency in Turkey.

scholarly journals Sweet Potato Gummy Sorption Isotherm: Product Development and Stability Analysis

2020 ◽  
pp. 40-55
Author(s):  
Carola Andrea Sosa ◽  
Liliana Edith Vergara ◽  
María Victoria Traffano-Schiffo ◽  
Sonia Cecilia Sgroppo
Keyword(s):  
Experimental Data ◽  
Stability Analysis ◽  
Product Development ◽  
Mathematical Models ◽  
Raw Materials ◽  
Sorption Isotherms ◽  
Sorption Behavior ◽  
The One ◽  
Future Work ◽  
Best Fit

The present study is about the development of a techno-functional confectionery (soft candy), based on native raw materials from the Chaqueña region. In order to analyze it shelf life, the sorption isotherms were determined at 4, 20 and 30 ° C. Several mathematical models were applied to adjust the sorption behavior, with Peleg's model being the one that best fit the experimental data. The results obtained in this study, open an opportunity for future work in which the food developed can be used as a carrier of functional compounds such as fibers, proteins, bioactive compounds and natural dyes, among others.

scholarly journals Biomimicry element application in the interior design product development

2021 ◽  
Vol 5 (2) ◽  
pp. 59-70
Author(s):  
Elīna Grieze ◽  
Elīna Miķelsone
Keyword(s):  
Product Development ◽  
Design Process ◽  
Interior Design ◽  
Raw Materials ◽  
Main Question ◽  
Local Pollution ◽  
Sustainable Products ◽  
Environment Sustainability ◽  
Design Spiral

Introduction. Environmental issues have different social and economic causes. The demand on natural raw materials has led to the disappearance of different animal species, yet human waste is one of the most important elements of global and local pollution. According to the results of the survey, 56% of those surveyed in Latvia have recognised that they prefer to choose those brands that are in favour of a clean environment. Sustainability and environmentally friendly farming are becoming more and more wide spread and topical, so the authors want to explore whether biomimicry used in a product development, increases the opportunities for more sustainable products. Aim and tasks. The main aim of this research is to create a framework for using biomimicry to manufacture new interior design products. The interior design project is needed to improve the quality of life in a society. The intention for this research is to help to develop the quality of long-term solutions for the society's daily life in accordance with nature. An interior design, which is created close to natural processes using all possibly available materials and products on the basis of biomimicry methods. Results. This article explores the ways in which biomimicry techniques, based on the Design Spiral and Janine Benyus Biomimicry Design Lens Principles of Life, can be combined with the design process of an interior design, thereby to create a framework with the help of which a designer works and creates a sustainable interior design. The interior design is a complex process, it is more than just the location of objects in a room or just a decorative supplement that covers the structure of a building, it is a necessary dimension that actually transforms a simple architectural space into a habitable place with a desired order, stability, and individuality. Conclusions. The article proposes a basis for the application of biomimicry in the development of an interior design product. The main difference between an interior design and the methodology of biomimicry is that in an interior design process the main question needs to be biologized from “What do I want to create?” to ”What do I want to achieve with my design?”. Also, in an interior design process there are phases to follow to create a design, like there are phases to create in biomimicry based products or processes. The most important points in the creation of the framework are the milestones at which the process of designing interior design should begin to be biologized. Changing the order of the Design Spiral phases and adjusting it to the designing points of an interior design, a system can be created in which all stages of the Design Spiral are connected with the interior design process.Milestones show the progress of a project where each milestone has the actions or activities to be performed, respectively.

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