scholarly journals An Exploratory Study on Strategic Alliances between Korean Small and Middle Fashion Companies and Korean-American Fashion Companies- Focused on Analysis of Marketing Strategies of Korean-American Fashion Companies in LA-

2008 ◽  
Vol 16 (4) ◽  
pp. 646-660
Author(s):  
신수연 ◽  
이민정
Keyword(s):  
Strategic Alliances ◽  
Exploratory Study ◽  
Marketing Strategies ◽  
Korean American ◽  
American Fashion

scholarly journals The role of culture in the determination of a standardized or localized marketing strategy

2008 ◽  
Vol 39 (2) ◽  
pp. 37-44 ◽  
Author(s):  
C. H. Van Heerden ◽  
C. Barter
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Exploratory Study ◽  
International Marketing ◽  
Marketing Strategies ◽  
Target Market ◽  
International Environment ◽  
International Marketing Strategy

Given that culture is an important factor in the international environment, it is a necessity that culture be well understood in order to achieve success in international marketing strategies. Previous research focused more on the broader influence of culture on marketing strategies, with few studies focusing on the way in which culture and marketing affect and are effected by one another, culture’s role in the localisation or standardisation of a marketing strategy, as well as which elements of the marketing strategy to standardise versus localise. The sample was drawn from key employees working within reputable multinational organisations in South Africa. No hypotheses were formulated or tested but instead this exploratory study identified areas, which have not been researched in South Africa and eight propositions based on the findings were formulated. The findings indicate that culture plays a very important role in the overall formulation of an international marketing strategy, and it was not conclusive whether such a strategy should be standardised or whether it should be localised. Generally, the responses suggest that a marketer’s strategy should suit the local culture in order to reach them and have the desired effect on the target market, and not the other way around because such evolutions could take an extensive amount of time in order to achieve marketing goals.

scholarly journals Blog Consumption: How Females Engage with Fashion in the Digital Age

2021 ◽  
Author(s):  
Kate Bialowas
Keyword(s):  
Content Analysis ◽  
Literature Review ◽  
Exploratory Study ◽  
Digital Age ◽  
Self Esteem ◽  
Fashion Industry ◽  
Young Females ◽  
Female Consumers ◽  
American Fashion ◽  
Media Habits

Independent fashion bloggers are changing the fashion industry in a dynamic way, introducing spaces for women who have not traditionally been represented in mainstream fashion media. This exploratory study investigates how young adult female consumers are engaging with images on fashion blogs, compared with fashion print magazine images that have been found to lower women’s self-esteem. A literature review provides a thematic foundation for the study, examining 1) how fashion has changed in the digital age; 2) what motivates fashion bloggers to blog and how they have become effective marketing tools and trend forecasters; 3) how print magazine images portray women; and 4) how female consumers engage with these images. A content analysis examines 17 of the most popular North American fashion bloggers, as rated by Signature9.com. Ten posts from each blogger reveal whether the images conform to idealized fashion print magazine images. Five bloggers serve as interview stimuli for 12 female participants, who explain their fashion media habits while examining and discussing the visual stimuli. The findings reveal factors that influence young females’ engagement with fashion media and highlight what they desire when it comes to fashion images

Digital Marketing Strategies Based on the E-Business Model

2019 ◽  
pp. 86-103 ◽  
Author(s):  
Jose Ramon Saura ◽  
Pedro R. Palos-Sanchez ◽  
Marisol B. Correia
Keyword(s):  
Exploratory Study ◽  
Information Technologies ◽  
Business Models ◽  
Business Environment ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Future Research ◽  
Key Players ◽  
New Business ◽  
New Business Models

One of the most significant changes in the last decade in the business environment has been caused by the development of information technologies and the internet. The internal structure and organization of companies has changed to evolve towards a digital environment influenced by internet business models and digital marketing (DM) techniques. This chapter develops a systematic literature review with the objective of identifying the key players in the business environment with respect to the new business models and digital marketing techniques applied to them, to improve the benefits they bring to the company. The results of the research identify and define the main actors of the electronic commerce (EC) ecosystem, as well as their typologies and the main techniques of DM used in this field of research. The results of the exploratory study can be used for future research in this field and to reinforce the reference bibliography in this area of research.

Optimizing the Marketing Strategies of Qantas Airways and Thai Airways

2020 ◽  
Vol 8 (1) ◽  
pp. 95-124
Author(s):  
Iryna Heiets ◽  
Varit Prakittachakul
Keyword(s):  
Strategic Alliances ◽  
Low Cost ◽  
Marketing Strategies ◽  
Strategy Research ◽  
Cooperative Strategies ◽  
Business Model Canvas ◽  
Passenger Satisfaction ◽  
Survey Results ◽  
Recent Trends

First, we revisit the concepts of airline marketing strategy, its components, code-share agreements, Business Model Canvas (BMC) and the benefits of marketing via strategic alliances. Due to the growth in the low-cost airlines sector and air transport passengers, traditional airlines have become increasingly exposed to a highly competitive international market, with airfares having to be reduced and efficiency increased. In response, airline companies have shifted their focus to investing in airline marketing and strategy research. In the meantime, passenger expectations change, and markets evolve rapidly. Hence, this case study is aimed at examining recent trends in passenger satisfaction and expectations, with reference to the marketing factors and airline cooperative strategies of Qantas and Thai Airways. For the study, both qualitative and quantitative approaches were employed and the results are presented separately. In the quantitative section, the BMCs of Qantas and Thai Airways are discussed to determine whether these two airlines can implement the code-sharing agreement. In the following part, customer satisfaction and expectations survey results are used to identify optimal marketing strategies and to formulate recommendations.

The Changing Map of Characteristics and Service Needs Among Korean American Immigrants in Chicago: A GIS-Based Exploratory Study

2012 ◽  
Vol 16 (1) ◽  
pp. 48-71 ◽  
Author(s):  
Caleb K. Kim ◽  
Philip Young P. Hong ◽  
David J. Treering ◽  
Kyungsoo Sim
Keyword(s):  
Exploratory Study ◽  
Korean American ◽  
Service Needs

scholarly journals Marketing Strategies in Equity Crowdfunding: A Comparative Study of Italian Platforms

2019 ◽  
Vol 11 (4) ◽  
pp. 16 ◽  
Author(s):  
Ciro Troise
Keyword(s):  
Exploratory Study ◽  
Communication Channels ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Product Price ◽  
Developed Country ◽  
Differentiation Strategy ◽  
Equity Crowdfunding ◽  
Significant Case ◽  
Italian Context

This paper explores equity crowdfunding platforms from a marketing perspective. The present exploratory study attempts to make a double contribution to the current literature on equity crowdfunding. Firstly, it analyzes the marketing strategies of the platforms by focusing on the well-known 4Ps marketing mix framework, i.e. product, price, promotion and placement. Each dimension presents three types of categories. Second, the study investigates the marketing strategies of both large platforms and small platforms, then the differences between these two types of platforms are examined in terms of campaigns’ outcomes, i.e. funding collected (in %), funding amount (in €) and number of investors. Platforms adopt a standardization strategy for pricing and placement, while a differentiation strategy is mainly adopted for promotion and products. Large platforms offer a wider range of services (in particular ongoing campaign services and post-campaign services) and promotional activities (in particular leverage many communication channels). The analyses disclose significant statistically differences between these two types of platforms. Projects posted on large platforms are more likely to get higher campaigns’ outcomes. In literature, little is known about marketing strategies in equity crowdfunding platforms, thus this study tries to fill this gap. The paper is the first to analyze the 4Ps of platforms and to conduct a comparative empirical study to determine the differences of campaigns’ outcomes between large and small platforms. The Italian context represents a significant case of developed country in theme of equity crowdfunding. The results are useful for platform managers, entrepreneurs, investors and authorities.

A Comparative Study of Marketing Practices of Knitwear Export Units in Punjab and Tamil Nadu

2021 ◽  
pp. 401-409
Keyword(s):  
International Trade ◽  
Comparative Study ◽  
Exploratory Study ◽  
Tamil Nadu ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Total Export ◽  
Private Labels ◽  
International Trade Shows ◽  
Trade Shows

The present study was conducted to compare the marketing strategies of knitwear exporters of Ludhiana (Punjab) and Tirupur (Tamil Nadu). An exploratory study was conducted in which thirty knitwear export units each from Ludhiana and Tirupur were selected, and information was collected using a questionnaire. In Tirupur, only 3 percent of the units had their brand, while in Ludhiana, 60.00 percent of the units had their brand. Out of the knitwear units in Ludhiana, which did not own a brand, 91.67 percent worked with buyer's brand or other private labels, while in Tirupur, 58.63 percent of the units were not interested in owning a brand. The first rank was given to seminars, workshops, and international trade shows, which were used as a source to get information by knitwear export units at both places (Ludhiana and Tirupur). One-third of the units in Ludhiana acquired ISO14000 certification, while in Tirupur, about two-thirds of the units got OekoTex Standard-100. It was also found that 46.67 percent of the units in Ludhiana spent less than 5 lakh rupees, and in Tirupur, 30 percent of the units spent more than 15 lakh as promotional ? budget. Nearly half (53.33 percent) of the units in Ludhiana and 36.67 percent of the knitwear export units in Tirupur spent 3-9 percent of total export sales on marketing research.

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