scholarly journals The Impact of Marketing Mix and Market Orientation on Export Performance

2012 ◽  
Vol 4 (1) ◽  
pp. 66-71
Author(s):  
Muhammad Usman ◽  
Muhammad Bilal Kayani . ◽  
Faisal Haroon . ◽  
Muhammad Aslam Khan .
Keyword(s):  
Market Orientation ◽  
Positive Impact ◽  
Export Performance ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Practical Implementation ◽  
Conceptual Base ◽  
Size Information ◽  
Future Success ◽  
The Impact

The study focuses on the marketing mix and market orientation on export performance due to the significance of foreign businesses. Theory posits that marketing mix and market orientation have a positive impact on export performance. Although the paper is conceptual base and the model proposed is required to check their reliability that firm with size, information system, and commitment with availability of market mix and market orientation formally. However, with the modification of technology enhances the export performance in a better way. The authors concluded that the practical implementation of export’s marketing strategies identically facilitated the companies for future success.

PENGARUH SOSIAL MEDIA TERHADAP BRAND AWARENESS AMARIS HOTEL

2020 ◽  
Vol 14 (02) ◽  
pp. 53-61
Author(s):  
Sofiani Sofiani
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Correlation Method ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Use Of Social Media ◽  
The Impact

Social media has became one of the marketing strategies by most of the companies to deliver their brands, products and services to customer. Apart from the advantages of the use of social media for companies, it is becoming difficult for companies to raise awareness for their brand beause of the competition. The aim of this research is to determine the impact of social media on brand awareness of Amaris Hotel. The results of this research obtained from questionnaires that had been distributed to the respondents in Jakarta and processed with correlation method. The results shows that social media gives quite big and positive impact on building and estabilishing brand awareness of AYANA Amaris Hotel for 41,5%, and Instagram gives the biggest impact on brand awareness of Amaris Hotel. The level of brand awareness of Amaris Hotel has reached the highest level, Top of Mind level. Keywords: Social Media, Brand Awareness, Marketing, Amaris Hotel

scholarly journals Developing corporate social responsibility in the face of the COVID-19 pandemic

2021 ◽  
Vol 11 (1) ◽  
pp. 31-42
Author(s):  
Nataliia Riabets
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Process Management ◽  
Positive Impact ◽  
Evolutionary Development ◽  
Practical Implementation ◽  
The Face ◽  
Business Entities ◽  
Corporate Social ◽  
The Impact

The paper presents the results of the study of the manifestations, trends of business social responsibility during the pandemic and gives the dominant directions of its practical implementation. The paper provides the results of the analysis of the evolutionary development of views and approaches to theoretical and conceptual understanding of corporate social responsibility. The impact of business social responsibility on the results of its activities and the quality of relationships with stakeholders is revealed. A study was also conducted on the transformation of directions and tools for the practical implementation of CSR initiatives before and during the spread of the pandemic. Potential directions for establishing a constructive conversation business structure with society, which will have a positive impact on the success and stability of the business, as well as on social development in the current environment have been identified. A study was carried out to evaluate the perception of the social responsibility by domestic business organizations and awareness of its trends, and the need for its implementation and advantages. A comparative analysis of the development of corporate social responsibility in the world and in Ukraine has been conducted. Trends and mechanisms that have a transformational impact on the formation and implementation of CSR in modern conditions of development are identified. The priority vectors of CSR programs of international business entities in the face of a pandemic are outlined. The necessity of developing a business process management model based on corporate and social responsibility tools has been formulated, taking into account the desire of business to conduct successful activities in a highly dynamic global environment.

scholarly journals Architectural marketing capabilities of exporting ventures

2019 ◽  
Vol 36 (6) ◽  
pp. 1026-1041 ◽  
Author(s):  
Vasilis Theoharakis ◽  
Yannis Angelis ◽  
Georgios Batsakis
Keyword(s):  
Financial Performance ◽  
Market Orientation ◽  
Export Performance ◽  
Likelihood Estimation ◽  
Estimation Procedure ◽  
Marketing Capabilities ◽  
Content Type ◽  
Foreign Distributor ◽  
The Impact

Purpose The importance of architectural marketing capabilities (i.e. marketing planning and implementation) in exporting ventures has been recognised. However, extant literature has not taken into account the explicit roles and required synergy between the exporter and their foreign distributor in delivering these capabilities. Drawing from the resource-based theory, the purpose of this paper is to examine the complementarity of distributor implementation capability and market orientation with exporter planning capability. Design/methodology/approach The study was carried out using a survey. Data were collected from 147 Greek exporters who replied to our questionnaire and the hypotheses were tested using the full information maximum likelihood estimation procedure. Findings The results support the hypotheses about the importance of exporter planning capability on financial performance and the complementary role of distributor market orientation. Further, the authors find that the distributor’s implementation capability partially mediates the impact of the exporter’s planning capability on financial performance. Originality/value This study contributes to a better understanding about the complementarity of exporter and distributor capabilities. It demonstrates the crucial role of the distributor in the deployment of architectural capabilities for the export venture: the distributor’s market orientation and implementation capability have the final say in achieving higher levels of export performance.

How can European museums reach sustainability?

2017 ◽  
Vol 72 (3) ◽  
pp. 303-318 ◽  
Author(s):  
Nuria Recuero Virto ◽  
Maria Francisca Blasco López ◽  
Sonia San-Martín
Keyword(s):  
Market Orientation ◽  
Customer Value ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Value For Money ◽  
Content Type ◽  
Value Perceptions ◽  
Decision Making Processes ◽  
The Impact ◽  
Practical Implications

Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums. Findings The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation. Practical implications This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes. Originality/value By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.

How do relational variables affect export performance? Evidence from Malaysian exporters

2019 ◽  
Vol 31 (1) ◽  
pp. 128-156 ◽  
Author(s):  
Abdel Hafiez Ali Hasaballah ◽  
Omer Faruk Genc ◽  
Osman Bin Mohamad ◽  
Zafar U. Ahmed
Keyword(s):  
Design Methodology ◽  
Positive Impact ◽  
Emerging Market ◽  
Export Performance ◽  
Content Type ◽  
Building Trust ◽  
Path Analyses ◽  
The Impact ◽  
Practical Implications ◽  
Shed Light

PurposeThe purpose of this paper is to analyze the influences of relational variables on export performance and the interactions among relational variables in the emerging market context of Malaysia.Design/methodology/approachThe study used a mail questionnaire sent to Malaysian companies that export to Arab-speaking countries and achieved a response rate of 27.92 percent, resulting in a sample of 106 exporters.FindingsThe results of the path analyses indicate a positive impact of relational variables (adaptation, cooperation and communication) on export performance. However, the authors found that the impact was mediated by trust and commitment, rather than being direct.Research limitations/implicationsThe findings suggest that the impact of relational variables on export performance is complex and indirect. Mediators and moderators play important roles in this relationship.Practical implicationsFirms should invest in export relationships with the aim of building trust and commitment, which are the primary factors that affect export performance.Originality/valueThe authors have shed light on the way relational variables affect export performance. Moreover, this study contributes to a better understanding of small emerging markets, which are poorly represented in studies in this field.

Interfunctional Coordination at Hi-Tech Firms

2012 ◽  
Vol 23 (1) ◽  
pp. 70-76 ◽  
Author(s):  
Lucie Kanovska ◽  
Eva Tomaskova
Keyword(s):  
Czech Republic ◽  
Market Orientation ◽  
Business Performance ◽  
Positive Impact ◽  
External Environment ◽  
New Method ◽  
Mutual Cooperation ◽  
The Czech Republic ◽  
The Impact ◽  
A Company

The paper is focused on the determination of new knowledge about interfunctional coordination. Interfunctional coordination was defined at the beginning of 90s. It is the coordination of all company activities leading to the increase of business performance. Interfunctional coordination is connected with market orientation. It is one of necessary principle of market orientation. It is not possible to use market orientation without interfunctional coordination. Market orientation is based on marketing conception. The first detailed studies were offered by Kohli and Jaworski (1990) and Narver and Slater (1990). Market orientation is described as a method helping to contribute better managing of a company by many researchers. A lot of papers on this topic were publicized during the last two decades. The earliest papers involved the first definitions of market orientation; offered methods for its measuring; and investigated the impact of market orientation on business performance. The last attitudes towards market orientation agree that market orientation enables managers to focus on external and internal elements and activities, which influence the activity of a company leading to its performance increase (Tomaskova, 2009). At present, we have a lot of methods used for the measuring of market orientation. Using a proper method depends on the branch or economic system. The perception of the implementation of market orientation is changing during the period, as well. However, the main principle is still the same – market orientation has a positive impact on business performance. Nowadays, a lot of authors deal with the implementation of market orientation. Because of this reason, we have prepared research “Research on implementation on market orientation in Hi-Tech Firms” (GA 402/07/1493). The goal of the research was to detect barriers of the implementation of market orientation. We divided the barriers of the implementation into three parts according to managers’ influence in an internal, branch and external environment. State, economy and technologies are named as the main elements of external environment. The main barriers connected with the elements of branch environment are quality and quantity of branch stakeholders. Barriers of internal environment involve the barriers connected with the top management and its personality, skills, knowledge and experiences, all employees of a company and interfunctional coordination. The paper deals with the interfunctional coordination at hi-tech firms. The objective of the paper is to define barriers connected with interfunctional coordination and to detect the perception and importance of interfunctional coordination at hi-tech firms. The theoretical knowledge is noticed in some research studies. The data was acquired by means of a questionnaire. New Method measured market orientation in a company. The questionnaire New Method with 7-point Likert scale constituted by Tomaskova (2005) was used for the research. The complete database was analysed by using standard statistical methods (correlation analysis, Spearman correlation coefficient, chi-square) as well as other sophisticated techniques (Cronbach alpha). The main results of the research show that the level of market orientation at the hi-tech firms in the Czech Republic is high and confirm how important is gaining information and using this information inside the company for market orientation. The main results of the research confirm that interfunctional coordination is the base of market orientation. Hi-tech firms in the Czech Republic perceive interfunctional coordination as very necessary presumption for their future development and prosperity. The highest rate for this part received the following statements confirming positive company attitude for innovation, preference for teamwork and mutual cooperation in firms and also effort to be flexible. On the other hand, the lowest average rate had the statement describing relations between superiors and subordinates and their strictness and formalness.DOI: http://dx.doi.org/10.5755/j01.ee.23.1.1224

scholarly journals The Impact of Green Marketing on Green Consumer Behaviour in Jordan

2019 ◽  
Vol 15 (1) ◽  
pp. 36
Author(s):  
Arwa Hisham Rahahleh ◽  
Monira Abdallah Moflih ◽  
Zaid Ahmad Alabaddi ◽  
Jihad Farajat ◽  
Sanaa Nawaf AL-Nsour
Keyword(s):  
Natural Resources ◽  
Quantitative Method ◽  
Consumer Behaviour ◽  
Marketing Mix ◽  
General Purpose ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Limited Resources ◽  
Marketing Activities ◽  
The Impact

These days, businesses are conscious that they cannot carry on without being aware of environmental problems. Firms generally face more limited natural resources, and must develop new or alternative ways of marketing. This is how green marketing comes into view, as it looks at how marketing activities utilize those limited resources while satisfying consumers' wants― both of individuals and industry― as well as achieving the organization's objectives. The general purpose of this study is to discuss the impact of green marketing strategies on green consumer behaviour in Jordan. This study used the quantitative method to gather accessible data from the study sample. The variables present in this study are marketing mix (product, place, price, promotion), and green consumer behaviour. The Partial Least Squares (PLS) approach as a statistical method was used to analyse the data. The population of the study is 2000 daytime visitors of a traditional day in two Amman malls, from which a sample of 500 randomly distributed questionnaires was analysed, according to 32 items. Results indicated that three out of four variables had a statistically significant relationship to green consumer behaviour. The exception was for the green price factor, which did not show a discernible statistical impact.

scholarly journals The Impact of the Alignment Between Information Systems and Marketing on Business Performance

2021 ◽  
Author(s):  
◽  
Valerie Anne Hooper
Keyword(s):  
Information Systems ◽  
Conceptual Model ◽  
Market Orientation ◽  
Business Performance ◽  
Positive Impact ◽  
Strategic Orientation ◽  
Business Strategies ◽  
Second Phase ◽  
Marketing Performance ◽  
The Impact

<p>The purpose of this research was to determine the impact of the strategic alignment between information systems (IS) and marketing on business performance. The work of Chan (1992) was used as a point of departure. She had explored the fit between IS and business strategies and had used strategic orientation as a basis for determining the fit (alignment). Although the marketing literature did not reveal any measure for alignment, measures existed for market orientation. This appeared to be the approximate marketing equivalent of strategic orientation. Given the strategic nature of market orientation, it was decided to use it in addition to strategic orientation in order to calculate alignment. It was also decided to use marketing performance as an intermediary dependent variable. A conceptual model was devised which could be applied to the assessment of alignment according to either strategic orientation or market orientation. It consisted of three constructs: alignment, marketing performance and business performance. Implicit in this model was the calculation of alignment based either on strategic orientation or on market orientation. Two versions of the model would thus be tested. A mixed methods approach was adopted for the research. First, a qualitative phase of interviews with 36 respondents (the heads of information technology (IT)/IS and the heads of marketing of 18 companies) was conducted. The purpose was to obtain a deeper understanding of perceptions of alignment between IS and marketing, and to ascertain the different measures used for marketing performance and business performance. The findings served to refine the conceptual model and inform the second phase survey. The second phase was quantitative and consisted of a mail survey of heads of IT and heads of marketing of large New Zealand companies. In total 415 responses were received, 350 of them being pairs from 175 companies.  Pairs of responses were a requirement for the calculation of alignment. A new formula was developed for the calculation. This was used to calculate alignment according to both strategic orientation and market orientation. The data collected in the second phase were used to test the model, using both factor analysis and structural equation modelling. Statistically significant evidence was provided that indicated that the alignment between IS and marketing exerts a positive impact on both business performance and marketing performance, and that marketing performance exerts a positive impact on business performance. This is so, irrespective of whether alignment is calculated according to strategic orientation or market orientation. The value of the research lies in the development of a parsimonious model which measures the alignment between IS and marketing and the impact of that on business performance. It also lies in the development of a robust formula for the calculation of alignment. It further demonstrates the value of a cross-disciplinary approach which could have significant implications for both academic research and for practitioners. The potential impact on companies consists of the breaking down of the silo mentality; an emphasis on cross-functional teamwork, cross-functional training and job rotation; and an impact on organizational structure and culture.</p>

Consumer-Centric Marketing Strategies

2013 ◽  
pp. 79-96
Author(s):  
Loredana Di Pietro ◽  
Eleonora Pantano
Keyword(s):  
Social Networks ◽  
Marketing Mix ◽  
Interesting Case ◽  
Marketing Strategies ◽  
Global Perspective ◽  
The Social ◽  
Market Trends ◽  
The Impact ◽  
Fast Access

In recent years, the increase in social network users showed new platforms for collecting data on market trends and products acceptance, as well as for supporting the relationships with clients and adapting firms’ communication strategies. As a consequence, marketers are forced to consider these systems as tool for attracting, maintaining, and managing clients in order to increase the firms’ profitability. This chapter aims at advancing our knowledge on the use of social networks, such as Facebook, as tools for improving Consumer Relationship Management, by focusing on a case study. In particular, the chapter investigates the case study of the Calabrian scenario, characterized by small-sized and family-run firms, which use traditional forms of marketing tools. Due to the ease and fast access to Web-technology-based platforms, these firms are capable of operating in a global perspective, by understanding market trends and quickly adapting their strategies. Hence, the case study of Calabrian industries can represent an interesting case study for analyzing to what extent these technologies can become a new marketing mix element for improving firms’ profitability, for both SMEs and larger firms. In particular, the adoption of Facebook by managers allows advancing our knowledge on the impact of the social networks on their marketing strategies, and on the relationships with clients. The results outline useful issues for researches and practitioners. Furthermore, the research has an interdisciplinary value, involving Psychology, Marketing, and Organizational points of view.

Sign in / Sign up

Export Citation Format

Share Document