Exploring digital marketing resources, capabilities and market performance of small to medium agro-processors. A conceptual model

On their way towards assuring growth and long-term sustainability, many modern small and medium sized enterprises (SMEs) from the European Union have set building a stronger brand as one of their primary goals. To achieve this, an integrated framework for managing the continuous enhancement of their brand equity level by adopting digital marketing tools and techniques (DMTTs), has increasingly become a necessity for most of the modern SMEs. However, even if such an approach provides plenty of benefits, such as better audience targeting and reduction of traditional marketing expenses, implementing these complex processes in their business models poses a series of challenges like choosing the best selection of DMTTs. For this reason, a conceptual model is proposed in the first part of the paper, with the aim to highlight a framework that will help underline the links between DMTTs and other key elements that can provide an increase in brand equity of SMEs, thus contributing to growth and enhancing the sustainability level. Following the proposed model, research aimed at two main directions has been conducted in the second part. The first direction was to analyze the degree in which modern SMEs from the European Union located in Romania dedicate themselves toward embracing sustainability goals and principles. The second one represents an analysis using also the SPSS software solution on the most used selections of DMTTs mentioned in the presented conceptual model. The results obtained provide a starting point for those modern SMEs that choose to follow the path of sustainability by creating and enhancing their brand equity through DMTTs.

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Dynamic Capabilities and Digital Marketing in Small and Medium-Sized Enterprises (SMEs) in Indonesia: a Systematic Analysis of Literature and Conceptual Model

International Journal of Recent Technology and Engineering - 2 ◽

10.35940/ijrte.c1120.1083s219 ◽

2019 ◽

Vol 8 (3S2) ◽

pp. 531-534

Keyword(s):

Firm Performance ◽

Conceptual Model ◽

Dynamic Capabilities ◽

Positive Relationship ◽

Digital Marketing ◽

Empirical Validation ◽

Marketing Capabilities ◽

Systematic Analysis ◽

National Economic

Small and Medium sized enterprises (SMEs) have proven to be the backbone of Indonesia’s economy. It gives contribution to 99.9% of national economic, absor 97% employee and contributes 60.34% to Indonesia GDP. Indonesia is known to be one of the most social media users. There is lack of studies to understand the role of dynamic capabilities and digital marketing on influencing the performance of SME’s in Indonesia. This study aims to develop a conceptual model linking dynamic capabilities, digital marketing capabilities and SME performance. Systematic literature review (SLR) method is used in this study. After getting result of SLR, than the authors develope the concept. More than 2000 publication published from 2011 to 2018 were screened with dynamic capabilities, digital marketing and SMEs’ performance as keywords. Finally, 20 journals were included for this review. Based on the review there were three possible relationships in the conceptual model which are (1) there is a positive relationship between dynamic capabilities and firm performance; (2) there is a positive relationship between dynamic capabilities and digital marketing capabilities and (3) there is a positive relationship between digital marketing capabilities and firm performance. It concludes with the need for further study to find empirical validation of the three relationships. Contribution of this study is giving the conceptual framework that both dynamic capabilities and digital marketing capabilities might have important roles to SMEs’ performance in Indonesia.

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Understanding a better future: antecedents of market performance

Marketing Intelligence & Planning ◽

10.1108/mip-12-2017-0345 ◽

2018 ◽

Vol 36 (5) ◽

pp. 543-557

Author(s):

Jony Oktavian Haryanto ◽

Luiz Moutinho ◽

Joaquin Aldas-Manzano ◽

Ihsan Hadiansah

Keyword(s):

Conceptual Model ◽

Brand Loyalty ◽

Structural Equation ◽

Goodness Of Fit ◽

Market Performance ◽

Equation Modeling ◽

Content Type ◽

Brand Relationship ◽

Fit Indexes ◽

Main Effects

PurposeThe purpose of this paper is to identify the influence of future anticipation toward the development of brand relationship which finally creates brand loyalty. Brand loyalty has fascinated a number of researchers to conduct studies for so many years; however, its relationship with future anticipation has remained untouched by academia.Design/methodology/approachThis study proved the proposed conceptual model using structural equation modeling. The empirical approximated for the main-effects model and model goodness of fit indexes. The results signified a good fit of the data to our conceptual model in both samples.FindingsThe research shows that the influence of future anticipation is very essential in creating a brand relationship, autobiographical memory or even market performance and all in Asia; also Europe has similar significance with regard to this matter. Thus, it is important for companies to emphasize the importance of future anticipation and also delivers or informs it well to customers to create a positive perception in customers’ mind.Originality/valueFuture anticipation concept is anchored in philosophy theory and psychology. With respect to the study objectives, the focus is on the perspective of time which refers to thought and attitude toward past, present and future. In exploring what kind of behavior is related with future, the authors views are based on the futurology, a concept from sociology that studies generalizations about the nature of prediction. Blending these two theories, the authors elaborate a conceptual framework for the study of future anticipation and brand loyalty.

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The Role of Marketing Resources and Marketing Dynamic Capabilities in Improving Business Performance of Insurance Firms in Iran

Gurukul Business Review ◽

10.48205/gbr.v16.3 ◽

2020 ◽

Vol 16 (1) ◽

Author(s):

Bagher Asgarnezhad Nouri ◽

Mohammad Ghaffar ◽

Mohammad Jafar Ram Pahlavanloo ◽

Mehdi Danesh

Keyword(s):

Business Performance ◽

Dynamic Capabilities ◽

Positive Impact ◽

Market Performance ◽

Service Industries ◽

Equation Modeling ◽

Marketing Resources ◽

Insurance Firms ◽

The Impact

Purpose - This study aims to investigate the effect of marketing resources and marketing dynamic capabilities on the business performance of insurance companies. Design/methodology/approach - The population consists of all employees of the insurance firms in Ardabil and among them a sample of 177 people was selected using non-random convenience method. A standard questionnaire was used to measure variables. The hypotheses were analyzed using structural equation modeling method with use of SmartPLS software. Findings - The results show that marketing resources have a positive impact on marketing dynamic capabilities. Also, marketing dynamic capabilities have a positive impact on customer performance and market performance. Finally, the positive impact of market performance and customer performance on financial performance was also confirmed. Originality/value - There is lack of research explaining the role of marketing resources and marketing dynamic capabilities in improving business performance in service industries, especially in important insurance industry. This study attempts to reduce this gap in the literature, as its main goal is to assess the impact of marketing dynamic capabilities in improving business performance of insurance firms.

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The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance

Journal of Marketing ◽

10.1509/jmkg.66.4.40.18519 ◽

2002 ◽

Vol 66 (4) ◽

pp. 40-56 ◽

Cited By ~ 378

Author(s):

Shaoming Zou ◽

S. Tamer Cavusgil

Keyword(s):

Firm Performance ◽

Marketing Strategy ◽

Conceptual Model ◽

Market Performance ◽

Global Market ◽

Global Marketing ◽

Business Units ◽

Fundamental Relationship ◽

Managerial Implications ◽

Global Marketing Strategy

Despite the strong interest in global marketing, there is no consensus in the literature about what constitutes a global marketing strategy and whether it affects a firm's global market performance. The authors develop a broad conceptualization of global marketing strategy, the GMS, that integrates three major perspectives—namely, the standardization, configuration–coordination, and integration perspectives—of global marketing strategy. They also develop a conceptual model that links the GMS to a firm's global market performance. On the basis of a survey of business units competing in global industries, the authors find support for the broad GMS perspective and the fundamental relationship between the GMS and firms' global market performance. The authors also discuss theoretical and managerial implications of their findings.

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Digital Marketing Impact on Rural Destinations Promotion : A conceptual model proposal

2021 16th Iberian Conference on Information Systems and Technologies (CISTI) ◽

10.23919/cisti52073.2021.9476533 ◽

2021 ◽

Author(s):

Sonia Rodrigues ◽

Ricardo Fontes Correia ◽

Jose Martins

Keyword(s):

Conceptual Model ◽

Digital Marketing ◽

Rural Destinations

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Social interactions impact on product and service development

Proceedings of the International Conference on Business Excellence ◽

10.2478/picbe-2020-0031 ◽

2020 ◽

Vol 14 (1) ◽

pp. 324-332

Author(s):

Giorgi Zarnadze

Keyword(s):

Social Media ◽

Social Interactions ◽

Conceptual Model ◽

Digital Technologies ◽

User Generated Content ◽

Digital Marketing ◽

Service Development ◽

Future Research ◽

Academic Field ◽

Future Work

AbstractDigital marketing has enabled a new style of consumerism. Nowadays consumers play active roles in product designing and service development. Social media and user-generated content give consumers possibilities to have some interactions regarding the new or existing product. This gives new opportunities to developers and empowers costumers to be involved in product and service development more than they used to be. While traditional marketing literature typically illustrates consumers as passive recipients this paper will show that digital marketing gives them chance to be actively involved in product and service development, tries to define how social interactions effects development and offers a conceptual model for future research. From the literature, it has emerged that social influence has a big impact on product and service development. This study will be important mostly for those companies who try to implement digital technologies now, as for companies who already adopted these technologies some time ago but they still can’t find benefits from it. In the academic field, this paper will help researchers for their future work. Marketing inferences are drawn, and direction for future research is developed in the entire manuscript.

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IMPACT OF DIGITAL MARKETING CAPABILITIES ON MARKET PERFORMANCE OF SMALL TO MEDIUM ENTERPRISE AGRO-PROCESSORS IN HARARE, ZIMBABWE

Verslas teorija ir praktika ◽

10.3846/btp.2020.12149 ◽

2020 ◽

Vol 21 (2) ◽

pp. 746-757

Author(s):

More Chinakidzwa ◽

Maxwell Phiri

Keyword(s):

Market Performance ◽

Performance Outcomes ◽

Digital Marketing ◽

Strategy Development ◽

Sales Growth ◽

Marketing Capabilities ◽

Market Outcomes ◽

Medium Enterprise ◽

Digital Strategy ◽

The Impact

The importance of marketing capabilities continues to grow yet research remains concentrated in developed markets. Although several researchers provide evidence of the influence of marketing capabilities on market performance, very little of similar evidence exists in the digital marketing domain. Empirical evidence of the impact of digital marketing capabilities on market performance of small to medium enterprise (SME) agro-processors particularly from developing countries remains scarce. The purpose of this paper was to investigate the impact of digital marketing capabilities on SME agro-processors’ both intermediate and final market performance outcomes. To achieve this, we conducted a survey of 298 SME agro-processors’ managers and owners in Harare, Zimbabwe. A mixed sampling approach consisting of quota and stratified sampling approaches was adopted. We distributed a closed-ended questionnaire through the drop-off & pick-up and interviewer-based methods. The data was analysed statistically using STATA version 15. Multiple logistic regression was conducted to determine impact of digital marketing capabilities on market performance. Our findings indicate that digital strategy development & execution, digital market innovation, e-market sensing and leadership capabilities positively influence intermediate market outcomes of customer awareness, customer attitudes, availability, and brand associations. However only digital strategy development & execution capability was positively associated with final market performance outcomes of sales growth, market share and profitability. These results imply that agro-processors must develop digital marketing capabilities that enable them to move beyond intermediate market outcomes to attain the primary business objectives of profitability, sales growth and market share. Attaining intermediate market outcomes only is not enough for business sustainability. The study contributes to literature by extending the marketing capabilities discussion to the digital marketing environment in a developing country context. This was important because marketing knowledge is contextual, as such cannot easily be transferred from one market to the other.

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