scholarly journals B2B digital marketing strategy: a framework for assessing digital touchpoints and increasing customer loyalty based on Austrian companies from heating, ventilation and air conditioning industry

2017 ◽  
Vol 8 (3) ◽  
Author(s):  
Elina Bakhtieva
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Business Strategy ◽  
Air Conditioning ◽  
Information Overload ◽  
Value Added ◽  
Digital Marketing ◽  
Product Portfolio ◽  
Chief Marketing Officers ◽  
Multiple Case

Research background: Digital marketing has changed the nature of company-to-customer communication. With rising information overload and reduced decision-making time, touchpoints have gained additional importance by yielding customer loyalty. Yet, the existing digital marketing tools have failed to keep pace with these trends. Companies are lacking a simple framework that focuses on a digital marketing strategy built around touchpoints and customer loyalty. This is especially relevant for B2B companies, which due to their specifics are more dependent on customers and less flexible in adapting of new digital trends. Purpose of the article: A B2B business strategy tailored to digital trends demands a re-evaluation of prior understanding of a product portfolio, a company’s internal and external environment. The purpose of the article is to present a framework that helps to undertake the necessary changes and enables the connections with industry. Methods: The suggested model has been drawn from the literature review and extended based on the findings of a multiple case study of Austrian Heating, Ventilation and Air Conditioning (HVAC) industry companies. The fieldwork was conducted in early 2017.  Findings & Value added: Aspiring to follow trends in digital marketing and to help B2B companies to adapt their strategy to ongoing changes in company-to-customer communication, a new framework has been developed. The framework aims to increase customer loyalty and focuses on channels/touchpoints, assets, skills, audience and customer journey. The model could be beneficial for Chief Marketing Officers (CMO) and other C-levels by offering a simple and reliable tool for improving a company's position in the digital marketplace. Moreover, it enables continuous adjustment of an already existing business strategy.

Digital Marketing Strategy for Affinity Marketing

2018 ◽  
pp. 1142-1160
Author(s):  
Aster Mekonnen
Keyword(s):  
Marketing Strategy ◽  
21St Century ◽  
Business Strategy ◽  
Added Value ◽  
Digital Marketing ◽  
Competitive Environment ◽  
Successful Implementation ◽  
Marketing Scheme ◽  
Affinity Marketing

Integration of digital marketing into overall business strategy is no longer an option, it is imperative for success. Yet, not all have tapped into this. Another opportunity that could leverage an organisation in today's competitive environment is affinity marketing. Successful implementation of affinity marketing has the potential to enhance participation, raise revenue, increase retention and provide a mutually beneficial arrangement for the partners involved. Yet, despite its appeal and the popularity it achieved in the late 1980s and early 1990s, uptake of the scheme has slowed down. Whilst some affinity partners have embraced digital marketing to an extent, most are not using it effectively to drive and sustain their affinity marketing scheme. Cognisant that affinity marketing is still a lucrative area, this chapter sets forth a digital marketing strategy for affinity marketing, e-affinity marketing, as this is where the added value for the 21st century customer is envisioned.

Digital Marketing Strategy for Affinity Marketing

2016 ◽  
pp. 1-19 ◽  
Author(s):  
Aster Mekonnen
Keyword(s):  
Marketing Strategy ◽  
21St Century ◽  
Business Strategy ◽  
Added Value ◽  
Digital Marketing ◽  
Competitive Environment ◽  
Successful Implementation ◽  
Marketing Scheme ◽  
Affinity Marketing

Integration of digital marketing into overall business strategy is no longer an option, it is imperative for success. Yet, not all have tapped into this. Another opportunity that could leverage an organisation in today's competitive environment is affinity marketing. Successful implementation of affinity marketing has the potential to enhance participation, raise revenue, increase retention and provide a mutually beneficial arrangement for the partners involved. Yet, despite its appeal and the popularity it achieved in the late 1980s and early 1990s, uptake of the scheme has slowed down. Whilst some affinity partners have embraced digital marketing to an extent, most are not using it effectively to drive and sustain their affinity marketing scheme. Cognisant that affinity marketing is still a lucrative area, this chapter sets forth a digital marketing strategy for affinity marketing, e-affinity marketing, as this is where the added value for the 21st century customer is envisioned.

scholarly journals From generic to biosimilar drugs: why take an innovative pace?

2012 ◽  
Vol 13 (3S) ◽  
pp. 21-27
Author(s):  
Fereshteh Barei ◽  
Claude Le Pen ◽  
Steven Simoens
Keyword(s):  
Business Strategy ◽  
Business Models ◽  
Market Access ◽  
Health Care Systems ◽  
Value Added ◽  
Product Portfolio ◽  
Access To Treatment ◽  
Business Plans ◽  
Long Run ◽  
Care Systems

BACKGROUND: The transition of the generic/biotechnology industry to innovation by investing in innovative R&D will enhance business expertise in biopharmaceutical development and manufacturing. The major impact of this evolution is on patient access to treatment and savings for the health care systems. OBJECTIVES: The aim of this paper is to investigate the innovative aspect of biosimilar and biobetter products, manufactured by some big generic companies. We will also try to explore the innovative business strategy, implementing this high risk product differentiation policy. METHODS: This qualitative research is conducted by a series of interviews with CEOs, physicians, and academics in different countries. The qualitative data obtained were analyzed by Nvivo9.2 software. A literature review has also contributed to our key findings. RESULTS: The results show that switching into biosimilars/biobetters is an innovative strategic choice, approved by some big generic pharmaceutical companies. The biosimilar/biobetter products can be considered innovative because of their value added quality. CONCLUSION: Expanding the product portfolio to biosimilars/biobetter can be considered as a long run strategy in the innovative business plans aiming to ensure the market access. Patients and their access to better treatments are major components of these innovative business models.

Digital Marketing Strategy for Affinity Marketing

2017 ◽  
pp. 87-105
Author(s):  
Aster Mekonnen
Keyword(s):  
Marketing Strategy ◽  
21St Century ◽  
Business Strategy ◽  
Added Value ◽  
Digital Marketing ◽  
Competitive Environment ◽  
Successful Implementation ◽  
Marketing Scheme ◽  
Affinity Marketing

Integration of digital marketing into overall business strategy is no longer an option, it is imperative for success. Yet, not all have tapped into this. Another opportunity that could leverage an organisation in today's competitive environment is affinity marketing. Successful implementation of affinity marketing has the potential to enhance participation, raise revenue, increase retention and provide a mutually beneficial arrangement for the partners involved. Yet, despite its appeal and the popularity it achieved in the late 1980s and early 1990s, uptake of the scheme has slowed down. Whilst some affinity partners have embraced digital marketing to an extent, most are not using it effectively to drive and sustain their affinity marketing scheme. Cognisant that affinity marketing is still a lucrative area, this chapter sets forth a digital marketing strategy for affinity marketing, e-affinity marketing, as this is where the added value for the 21st century customer is envisioned.

TTK Group’s “SKORE”: scoring in the condom industry

2020 ◽  
Vol 10 (1) ◽  
pp. 1-24
Author(s):  
Renuka Kamath
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Business Strategy ◽  
Product Category ◽  
Product Portfolio ◽  
Business Growth ◽  
Content Type ◽  
Academic Level ◽  
Sales And Marketing ◽  
Strategic Options

Learning outcomes To appreciate the link of marketing strategy in terms of a brand launch, implementation and sustainability for business growth; to appreciate the complexity of consumer behavior in the purchase and usage journey of consumers for condoms; to analyze the nature of competition for the entry of a differentiated new brand; to analyze points-of-parity and points-of differentiation for uniquely positioning a new brand in the condom category; and to examine, analyze and evaluate strategic options for the next stage of growth. To make choices from the options. Case overview/synopsis Vishal Vyas, General Manager Marketing, TTK Protective Devices Limited (TTKPDL), had been a part of the exciting journey of launching SKORE, their new brand of condoms. In 2010, the company found itself in a rather unusual circumstance when it lost its rights to the most successful condom brands in the country. However, they had with them their sales and marketing expertise, a good team and a strong and loyal network of retailers. TTKPDL decided to enter the rather crowded Indian condom market and launch a new brand, SKORE. As a product category, condoms were particularly complex, socially, as well as in attitude toward their purchase and usage. SKORE went on to optimally using marketing strategy and gaining a strong foothold by capturing market share from strong players with a differentiated positioning of a brand that was youthful and quirky. By 2017 after having steadily grown the brand, Vyas was now looking for the next level of growth in a market, which not only appeared to be stagnating but also one where competitive activity was increasing. He was considering different options for SKORE’s growth. For TTKPDL, the strategic choice may be between expanding to new markets and new segments of consumers or capturing more of their currently defined target group or both. If they wanted to do something different, should they also look at expanding their product portfolio? Vyas needed to decide on the next move. Complexity academic level This case can be used in the core MBA Marketing Management course or core marketing course in the executive education program to highlight the important link of marketing strategy to business strategy. It can also find a place in marketing strategy and consumer behavior courses. It clearly demonstrates the launch and implementation of a new brand in a cluttered market of a sensitive product category and considers strategic options for further growth. The case is designed to help students appreciate consumer behavior for a sensitive product category and the entry of a new brand with five strong brands leading the market. It guides students toward looking at different options for the next level of growth and making recommendations. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Value communication: low-cost marketing initiatives for “Guru Ki Bani 58282”

2013 ◽  
Vol 3 (3) ◽  
pp. 1-9
Author(s):  
Neeraj Pandey ◽  
Gaganpreet Singh
Keyword(s):  
Interactive Voice Response ◽  
Low Cost ◽  
Value Added ◽  
Subject Area ◽  
Marketing Management ◽  
Digital Marketing ◽  
Content Type ◽  
Mba Students ◽  
Marketing Team ◽  
Value Communication

Subject area Pricing, digital marketing, marketing management and strategic marketing. Study level/applicability The case can be used for pricing or digital marketing courses as well as marketing management courses to MBA students and/or for management development programmes. Case overview Goldfinch Mobile Solutions, a Hong-Kong based value added services (VAS) and gaming platform provider, had an exclusive tie up with Bharti Airtel in India for providing value added voice applications on an interactive voice response system (IVRS) platform. The Goldfinch flagship service is “Guru Ki Bani” which may be subscribed to by dialing the short code 58282. This “58282” service has a repository of all Sikh religion daily prayers, religious songs, teachings, stories from Guru's life and similar information that is derived from the Sikh Holy book Guru Granth Sahib Ji. As per mutual agreement between Goldfinch Mobile Solutions and Bharti Airtel, the telecom operator had the responsibility to promote Goldfinch's Guru Ki Bani service amongst its subscriber base through its below the line (BTL) promotional channels such as short messaging service (SMS), outbound calls, cell information, notification SMS after call and above the line (ATL) activities such as posters, leaflets, print, promoters, regional TV, outdoors, etc. The revenue sharing arrangement between Airtel and Golfinch was in the ratio of 75 percent and 25 percent. However, with recent changes in the policies of Telephone Regulatory Authority of India (TRAI), promotional marketing used by telecom operators has been constrained. Declining customer share, decreasing profits (after Bharti Airtel halted promotions) and increasing organization cost per customer have made MD and CEO Mr Newton Bubber think of various options including low-cost marketing initiatives besides digital marketing to promote Guru Ki Bani services. Value communication to its huge potential customer base, i.e. 184.19 million Bharti Airtel subscribers was another challenge facing Mr Newton and his marketing team at Goldfinch. Expected learning outcomes The case enables students to learn the concepts and application of value creation, effective value communication, price waterfall analysis, importance of costing parameters in pricing decisions, low-cost marketing strategies and digital marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Information overload in business organizations and entrepreneurship: An analytical review of the literature

2021 ◽  
pp. 026638212110549
Author(s):  
CA(Dr.) Gaurav Bhambri
Keyword(s):  
Intelligent Agents ◽  
Information Overload ◽  
Personal Information ◽  
Management Strategies ◽  
Value Added ◽  
Relevant Information ◽  
Business Organizations ◽  
Professional Literature ◽  
Clear Cut ◽  
Paradoxical Situation

In this paper I analytically review the literature on the information overload problem, with special reference to the business organizations and entrepreneurship and the study mainly reveals that the problem of the information overload has been existed for many years, whereas in current years the problem has become more clearly recognized and experienced. A concern stressed in the literature is the paradoxical situation that most probably there is an abundance of information available and it is often difficult to obtain useful, and relevant information when it may be needed. Both perceptions and the actual effects of information overload have exacerbated by rapid advances made in the information and communication technology, whereas it is not clear cut as to whether Internet has worsened/improved the situation. Some solutions have put forward to reduce the information overload are a reduction in duplication of the information found in professional literature; the adoption of the personal information management strategies, along with the integration of software solutions such as push technology and intelligent agents; and the provision of value-added information. Main emphasis is placed on the technology as a tool and not driver, while increased in information literacy may provide key to reducing the information overload in organisations.

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