scholarly journals Brand strategy scope and advertising spending: The more the better?

2019 ◽  
pp. 135481661988213
Author(s):  
Ricardo Sellers-Rubio ◽  
Aurora Calderón-Martínez
Keyword(s):  
Point Of View ◽  
Internet Advertising ◽  
Brand Strategy ◽  
Data Envelopment ◽  
Marketing Performance ◽  
Double Bootstrap ◽  
Hotel Chains ◽  
Hotel Sector ◽  
Advertising Spending ◽  
Brand Portfolio

Given the need to justify business management expenses, firms are very interested in measuring marketing performance. The objective of this article is to analyze mass media advertising investment from an efficient point of view in hotel chains. To accomplish the objective, this article applies a two-stage double bootstrap data envelopment analysis to the monetary resources allocated to the different advertising media by the main companies in the Spanish hotel sector. The authors further investigate the determinants of hotel advertising efficiency in terms of the number of brands in the hotel portfolio and the combination of advertising media used (i.e. Internet advertising). The results show a certain level of waste of advertising spending by hotel chains and that both brand portfolio scope and Internet advertising positively affect efficiency.

scholarly journals Application of the DEA Double Bootstrap to Analyze Efficiency in Galician Sheltered Workshops

2020 ◽  
Vol 12 (16) ◽  
pp. 6625 ◽  
Author(s):  
María-Celia López-Penabad ◽  
José Manuel Maside-Sanfiz ◽  
Juan Torrelles Manent ◽  
Ana Iglesias-Casal
Keyword(s):  
Economic Value ◽  
Point Of View ◽  
Social Enterprises ◽  
Data Envelopment ◽  
Truncated Regression ◽  
Social Efficiency ◽  
Sheltered Workshops ◽  
Explanatory Variables ◽  
Double Bootstrap ◽  
The Subject

Sheltered workshops (SW), as social enterprises, need to be efficient and maintain a balance between social aspects and economic prosperity. An important part of research on the subject has been focused on measuring the economic value created by these entities. In this study, we analyzed performance of SWs in Galicia (Spain), from the point of view of efficiency, combining social and economic aspects and investigating its key determinants. Using panel data from 609 entities from 2008 to 2017, we followed Simar and Wilson’s two-stage approach (2007). Specifically, we used data envelopment analysis (DEA) at the first stage to estimate efficiency scores and then used truncated regression estimation with double-bootstrap to test the significance of explanatory variables. Our results show that SWs have high levels of performance, higher in economic than in social terms, and we found that several factors, such as size and age, positively influence total, economic and social efficiency individually. We also found a positive, significant relationship between social efficiency and economic profitability.

scholarly journals Measuring Productivity and Efficiency of Seaports in India using DEA technique

2018 ◽  
Vol 2 (3) ◽  
pp. 153 ◽  
Author(s):  
Jeronimo Guilherme Remigio MONTEIRO
Keyword(s):  
Design Research ◽  
Point Of View ◽  
Main Role ◽  
Data Envelopment ◽  
Bayesian Techniques ◽  
Functional Specification ◽  
Use Of Data ◽  
Performance Point ◽  
Port System

Aim: In this paper we are looking at the seaports (in India called ‘major ports’) from the context of its trade and India’s strategic importance in trade world after the initiation of economic reforms in 1991. It empirically estimates the levels of productivity and efficiency of seaports in India. This paper applies DEA technique to assess productivity and efficiency of seaports in India. Design/Research methods: DEA technique is extensively used in the literature of economics to provide measures of firms’ technical efficiency. These measures rank the firms by looking at their apparent performances over a period of time. DEA is a frontier model which is non-parametric since no functional specification or form is required to be mentioned. Conclusions/Findings: The DEA results as discussed and reported in the paper have shown how Indian ports are performing over the years. This investigation alone is not sufficient to develop a benchmark in the port system of India. Rather it will do well to have a closer look at the Indian ports from the physical and financial performance point of view. This study made use of data envelopment analysis (DEA) to generate what we call an efficiency benchmarks and assessment of the Indian ports sector. With this modest attempt to investigate the port sector of India several issues are in the open one can further analyze and come to desired conclusions. Originality/value of the paper: The main role of a port is to transfer goods between two transport modes. As far as Indian ports are concerned, there are few studies with regard to productivity and efficiency of the port sector. Since, there is an attempt in recent years to overhaul the infrastructure sectors of the Indian economy and especially seaports. There is a need to look at issues in port sector as well. Productivity and efficiency concerns should be the main aspect of the benchmarking of the performance of today’s Indian ports. Limitations of the research: Second stage DEA, distance function approach, Bayesian techniques, Carlo Monte techniques, can be alternatively used.  

Unveiling the corporate brand: the role of portfolio composition

2020 ◽  
Vol 37 (3) ◽  
pp. 279-290
Author(s):  
Veronica Gabrielli ◽  
Ilaria Baghi
Keyword(s):  
Internal Consistency ◽  
Brand Equity ◽  
Brand Management ◽  
Product Category ◽  
Mediation Effect ◽  
Brand Strategy ◽  
Corporate Brand ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Brand Portfolio

Purpose This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings The number of individual brands interacts with the variety of product categories within the portfolio to define its internal consistency which, in turn, exerts a significant mediation effect on corporate brand equity. Research limitations/implications The study supports the mental accounting process (subtyping vs bookkeeping), demonstrating how this psychological framework is applicable within brand management. Practical implications The study unveils a strong dichotomy: consumers award very small portfolios focused on a single product category or, conversely, they appreciate a wide and highly diversified brand portfolio. No chances for intermediate and hybrid solutions. Findings demonstrate that a brand architecture shift might be a flexible opportunity to manage an on-going diversification strategy. Originality/value The study is the first to analyse the importance of internal consistency within a brand portfolio in case of a shift in the portfolio strategy. Moreover, it investigates the effects since the first announcement of a linkage between the individual brands and the corporate one.

scholarly journals The Analysis of Marketing performance in Yogyakarta SMEs

2019 ◽  
Vol 10 (3) ◽  
pp. 170-180
Author(s):  
Lusia Tria Hatmanti Hutami ◽  
Ignatius Soni Kurniawan
Keyword(s):  
International Marketing ◽  
General Concept ◽  
Specific Aspect ◽  
Point Of View ◽  
Communication Strategy ◽  
Path Coefficient ◽  
Marketing Communication ◽  
Marketing Performance ◽  
Performance Point ◽  
The Relationship

Abstract The general concept of this research is to elaborate on the specific aspect of the marketing performance point of view that has been used by exported SMEs business in a region in Indonesia called Yogyakarta. The aim of this research to analyze the relationship between innovation orientation, marketing communication orientation, international marketing, and marketing performance. The methodology of this research used path analysis, purposive sampling used in this research which only exported product of SMEs business met the criterion. The result showed that only the direct relationship between innovation orientation and marketing performance was not supported. It strengthens international marketing as a mediator between innovation orientation and marketing performance. Innovation orientation toward international marketing was accepted with path coefficient and international marketing toward marketing performance was accepted with path coefficient. Meanwhile, the strongest path coefficient showed by marketing communication orientation. It means that the successful marketing performance needs an excellent marketing communication strategy to ensure the delivery of adding value to the customers by each SMEs business.

scholarly journals Investigating the link between medical urgency and hospital efficiency – Insights from the German hospital market

2020 ◽  
Vol 23 (4) ◽  
pp. 649-660
Author(s):  
Annika Maren Schneider ◽  
Eva-Maria Oppel ◽  
Jonas Schreyögg
Keyword(s):  
Healthcare Expenditure ◽  
Negative Relationship ◽  
Hospital Efficiency ◽  
Data Envelopment ◽  
Truncated Regression ◽  
Hospital Market ◽  
Double Bootstrap ◽  
Linear Effects ◽  
The Relationship ◽  
Urgency Score

AbstractWith hospital budgets remaining tight and healthcare expenditure rising due to demographic change and advances in technology, hospitals continue to face calls to contain costs and allocate their resources more efficiently. In this context, efficiency has emerged as an increasingly important way for hospitals to withstand competitive pressures in the hospital market. Doing so, however, can be challenging given unpredictable fluctuations in demand, a prime example of which are emergencies, i.e. urgent medical cases. The link between medical urgency and hospitals’ efficiency, however, has been neglected in the literature to date. This study therefore aims to investigate the relationship between hospitals’ urgency characteristics and their efficiency. Our analyses are based on 4094 observations from 1428 hospitals throughout Germany for the years 2015, 2016, and 2017. We calculate an average urgency score for each hospital based on all cases treated in that hospital per year and also investigate the within-hospital dispersion of medical urgency. To analyze the association of these urgency measures with hospitals’ efficiency we use a two-stage double bootstrap data envelopment analysis approach with truncated regression. We find a negative relationship between the urgency score and hospital efficiency. When testing for non-linear effects, the results reveal a u-shaped association, indicating that having either a high or low overall urgency score is beneficial in terms of efficiency. Finally, our results reveal that higher within-hospital urgency dispersion is negatively related to efficiency.

scholarly journals Evaluating Sustainable Purchasing Processes in the Hotel Industry

2019 ◽  
Vol 11 (16) ◽  
pp. 4262
Author(s):  
Manuel-Francisco Morales-Contreras ◽  
Paloma Bilbao-Calabuig ◽  
Carmen Meneses-Falcón ◽  
Victoria Labajo-González
Keyword(s):  
Supply Chain ◽  
Qualitative Methodology ◽  
Early Stage ◽  
Primary Sources ◽  
Effective Implementation ◽  
Business Environments ◽  
Management Commitment ◽  
Hotel Chains ◽  
Size Type ◽  
Hotel Sector

Managing sustainability along the supply chain has gained significant relevance in recent years, in both academic and business environments. The aim of this research paper is to describe and evaluate the degree of implementation of sustainable purchasing (SP) in the supply chain of the hotel sector in Spain, as well as to identify the main drivers and barriers to effective implementation. This is done from the double perspective of hotel chains and suppliers (industrial laundries). An exploratory and inductive qualitative methodology has been adopted, consisting of (a) observation; (b) collection, review, and analysis of primary sources; and (c) in-depth interviews with 15 managers of hotel chains and suppliers. This triangulation of data sources provides validity and credibility to the results and reduces any potential bias. Evidence is found to support that SP is at an early stage of implementation in the hotel sector in Spain, with big differences among companies. The results suggest that the main drivers and barriers to effective implementation are final customers, governments, market conditions, management commitment, and conflicts in customer/supplier interests. The authors propose a new classification of companies based on the size, type, and degree of implementation of SP.

Internet Advertising

2012 ◽  
pp. 288-310
Author(s):  
Radomír Jakab
Keyword(s):  
Point Of View ◽  
Internet Advertising ◽  
The Internet ◽  
European Law ◽  
On Line ◽  
E Mail

As can be derived from its name, Internet advertising means any form of promoting products or services through the Internet. This form of advertising can be distinguished into more forms such as e-mail advertising, on-line advertisements, corporate and marketing websites. Such differentiation is important from a legal point of view as well. Besides the definition and classification of Internet advertising, this chapter is mainly aimed at an analysis of the applicable European law regulating this area: such as general requirements for advertising, including its Internet form or rules relating to unsolicited commercial communications (spam). Further, when advertising through the Internet, rules designed for the protection against unfair commercial practices or prohibited comparative advertisements may be challenged. The objective of this chapter is not only to analyze some relevant provision of the European law but also to submit proposals for its improvement if needed.

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