scholarly journals ADVANTAGES AND PROSPECTS OF CO-BRANDING IN THE UKRAINIAN MARKET

Management ◽  
2022 ◽  
Vol 34 (2) ◽  
pp. 103-113
Author(s):  
Pavlo Dudko
Keyword(s):  
Success Factors ◽  
Mutual Recognition ◽  
Added Value ◽  
Sociological Research ◽  
Marketing Theory ◽  
Branding Strategy ◽  
Analysis And Synthesis ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Marketing Alliances

BACKGROUND AND OBJECTIVES. The marketing practices of companies over the past two decades have increasingly been based on co-marketing, or inter-firm marketing alliances. The mutual recognition and understanding that each firm's success depends in part on the other firm forms the foundation underlying co-marketing activities. Firms move from trying to win alone to forming networks of partner firms. Corporations understand the need for alliances to acquire and maintain competitive advantage.METHODS. We used general scientific and special research methods: abstract-logical – to summarize theoretical and methodological foundations of co-branding as an integrative marketing tool for joint development of companies; economic-statistical – to analyze the level of development of poultry companies; monographic – to study the experience of individual companies with horizontal form of co-branding; analysis and synthesis – to study the components of co-branding companies; sociological research – to identify key success factors of co-branding.FINDINGS. The structural and logical model of co-branding alliances of poultry companies, the use of which is based on a co-branding strategy, creates the necessary basis for its further development within the framework of modern marketing theory, will increase the effectiveness of co-branding.CONCLUSION. Co-branding, which is a form of strategic collaboration between two brands that involves bringing them together to create a new product or service, makes the marketing alliances of companies visible to the consumer. In doing so, companies imply recognition of the fact that their prominence represents added value. Closer collaboration with retailers, more focused promotion, and co-branding are becoming ways for many consumer companies to control costs and keep prices down. An example of such cooperation is the use of a co-branding strategy for poultry companies.

Relationship Marketing sebagai Upaya untuk Mempertahankan Loyalitas Pelanggan:

2021 ◽  
Vol 3 (2) ◽  
pp. 170-177
Author(s):  
Farah Chalida Hanoum ◽  
Yanti Hasbian Setiawati
Keyword(s):  
Relationship Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Activities ◽  
Major Shift

Relationship marketing establishing, developing and maintaining succesful relational exchanges constitutes a major shift in marketing theory and practice. Relationship marketing refer to all marketing activities directed toward establishing, developing and maintaining succesful relational exchanges.  

scholarly journals FORCE MAJEURE DISRUPTIONS OF TOURIST SERVICES BY THE TOUR OPERATOR "JOIN UP!" IN 2018

2019 ◽  
pp. 69-87
Author(s):  
Mikhailо Yosypovych Rutynskyi ◽  
Ksenia Volodymyrivna Skrypayi
Keyword(s):  
Statistical Processing ◽  
Scientific Work ◽  
Practical Significance ◽  
Sociological Research ◽  
The Public ◽  
Service Programs ◽  
Force Majeure ◽  
Analysis And Synthesis ◽  
Tour Operator ◽  
Made In

The purpose. The urgency of the presented scientific work is that the study of risks and force majeure disruptions of tourist services by the tourist operator "Join Up!" Will prevent their further occurrence. The object of research is the travel company "Join Up!". The purpose of the study: to investigate the reasons for the failure of service programs and the dynamics of the number of victims, to analyze the public resonance and the consequences of the failure of the programs and to make a prediction of the image losses of the tour operator "Join Up!" іn 2018 and 2019. Methods. The research uses the method of sociological research, methods of comparison, analysis and synthesis, the method of grouping, generalization, statistical processing of output data. Results. The essence of force majeure circumstances is characterized; analyzed the main risks of tourist activity and disruptions to the programs of service of tour operator "Join Up!" that took place in 2018. Scientific novelty. The reasons of disruption of service programs and dynamics of the number of suffered people were investigated; the public resonance has been analyzed and the consequences of failure of service programs have been assessed; the forecast of the image losses of the tour operator "Join Up!" is made in 2018 and 2019. Practical significance. The specific recommendations for restoring the lost trust of the victims and potential clients of the "Join Up!" Company are offered.

scholarly journals IMMERSIVE TECHNOLOGIES AS A TOOL OF INNOVATIVE MARKETING IN THE FIELD OF BUSINESS ORGANIZATION

2021 ◽  
Author(s):  
Valentyna Fostolovych ◽  
Tetiana Botsian
Keyword(s):  
Human Life ◽  
Digital Technologies ◽  
Digital Transformation ◽  
Competitive Advantages ◽  
Marketing Activities ◽  
Marketing Tool ◽  
The Cost ◽  
The Impact ◽  
Immersive Technologies

The permeability of all spheres of both economic activity and human life with digital technologies encourages the search for new marketing ideas necessary for the implementation of the product (goods, works and services).  Today's consumer has become more demanding both to the product itself and to the ways of presenting it.  Immersive technologies are becoming one of the tools that contribute to the formation of competitive advantages, especially the organization of business in the field of entertainment, as one of the areas of additional income in the field of hotel and restaurant services and marketing activities of enterprises.  Digital transformation leads to the search for new initiatives that will be a tool to meet customer needs and a way to reach wider market segments.  The process of digitalization must first be integrated into the economy of the whole state and the enterprise as a whole, and in all processes of production of goods, works and services.  Digital-transformation of domestic enterprises will help to obtain additional competitive advantages both in the domestic market and in the international market.  The formation of competitive advantages is associated not only with the maximum involvement of digital technologies in business.  It is important to choose such technologies that will be most effective in the implementation of a particular type of enterprise, under certain conditions and in a particular environment. The expediency of using immersive technologies as a marketing tool is undeniable.  However, in addition to tools, immersive technologies are important as a means of education, a separate milestone in the field of entertainment, a means of psychological influence and more.  That is, the impact of this tool on the level of competitiveness of the enterprise in the environment of the demanding consumer is manifested: in the form of reducing the cost of attracting the client; active covert promotion through their use; improving the quality of the presented product (goods, works, services); ensuring the elasticity of the enterprise to the needs and requirements of consumers; the transition of the enterprise to an innovative type of development and active digitalization.

scholarly journals Critical Success Factors for Research Collaborations between Firms and Research Institutes in New Zealand

2021 ◽  
Author(s):  
◽  
Stefan Celeski
Keyword(s):  
New Zealand ◽  
Relationship Marketing ◽  
Critical Success Factors ◽  
Success Factors ◽  
Innovation System ◽  
Marketing Theory ◽  
Case Study Methodology ◽  
Critical Success ◽  
Research Institutes ◽  
Study Methodology

<p>Ongoing discussions and changes in the New Zealand innovation system have underlined the need to improve the level of co-operation between firms and the Crown Research Institutes (CRIs) in New Zealand. This study contributes to this discussion by assessing the critical success factors for research co-operations between firms and CRIs. Alongside the practical value of this study, it also contributes to the development of relationship marketing theory, where empirical insights into research co-operations between firms and research institutes is lacking. Specifically, a case study methodology was utilised to test a conceptual model developed from existing literature in the context of research cooperations between universities and firms. To do so, similarities and contrasts between two successful research co-operations and two less successful research co-operations were examined in the light of 12 previously developed propositions. Findings from this study highlight the strong similarity of success factors for research cooperations between firms and universities with those of firms and research institutes. However, additional themes emerged from this study, notably the concepts of group diversity and the multidimensionality of trust. The emergence of these additional themes might be explained by the unique characteristics of the New Zealand innovation system (remoteness and small size of firms), and the study methodology, which enabled additional insights. Overall, this study contributes empirical data and conclusions from a new context to relationship marketing literature. From a managerial point of view, this study highlights the importance of a good balance between trust and distrust, a strong bond between the boundary spanning managers, and satisfactory communication as major determinants of successful research co-operation between firms and CRIs.</p>

The Patient Added-Value to Healthcare Delivery

2020 ◽  
pp. 45-65
Keyword(s):  
Service Industry ◽  
Healthcare Delivery ◽  
Active Role ◽  
Added Value ◽  
Healthcare Sector ◽  
Background Information ◽  
Future Research ◽  
Marketing Theory ◽  
Health Service Provision ◽  
Future Research Directions

Patients are not considered passive recipients of the healthcare offer anymore. They can play an active role in the process of health service provision. This chapter has the scope to address the possible facets of such contribution, identifying the main areas of activity. The chapter starts with background information about service co-creation, a social and scientific paradigm born within service industry and marketing theory, recently adapted to the healthcare sector. Then the analysis continues with the description of two key spheres of patients' activities and contributions to healthcare delivery: education and research and development. It ends with conclusions and future research directions.

Behavioral Branding as a Customer-Centric Strategy

2015 ◽  
pp. 1334-1351
Author(s):  
Milanka Slavova ◽  
Neva Yalman
Keyword(s):  
Business Strategy ◽  
Success Factors ◽  
Empirical Studies ◽  
Internal Communication ◽  
Hierarchical Level ◽  
Branding Strategy ◽  
Brand Building ◽  
Critical Success ◽  
Body Of Knowledge ◽  
Brand Promise

Behavioral branding is an integral part of contemporary business strategy. It aims to align external brand promise with employees' brand building. Two-way branding strategy reinforces the brand and increases customer satisfaction because people are the ones who convey the message regardless of their hierarchical level or job description. The purpose of this chapter is to provide conceptual discussion on the major issues of behavioral branding, to summarize the existing models so far developed in various conceptual and empirical studies, and to present the two-way branding strategy construct. It reviews the critical success factors of behavioral branding, and based on the arguments from the existing body of knowledge, presents strategy, internal communication, leadership, and the organizational culture as the most important and effective ones. Finally, the influence of behavioral branding strategy on the marketing and financial performance of the company is discussed.

I Play, I Pay?

2012 ◽  
Vol 4 (1) ◽  
pp. 19-31 ◽  
Author(s):  
Bo Han
Keyword(s):  
Willingness To Pay ◽  
Success Factors ◽  
Business Models ◽  
Economic Value ◽  
Model Development ◽  
Critical Factor ◽  
Influential Factors ◽  
Perceived Playfulness ◽  
New Business ◽  
Marketing Activities

The user’s willingness to pay has become one of the most important success factors of hedonic social network site new business models and social media marketing activities. In the current study, the author investigates the influential factors of the user’s willingness to pay from the hedonic system use theories and the social capital based view. The author finds that the user’s perceived playfulness, which is considered a critical factor by practitioners, has no significant positive effect on the user’s willingness to pay. Along with other findings, the author has a further discussion on the fun-based business model development. This study provides a theoretical foundation for the future HSNS economic value research and offers several implications to practitioners.

scholarly journals Marketing for the project: project marketing by the contractor

2019 ◽  
Vol 12 (1) ◽  
pp. 211-227 ◽  
Author(s):  
John Rodney Turner ◽  
Laurence Lecoeuvre ◽  
Shankar Sankaran ◽  
Michael Er
Keyword(s):  
Life Cycle ◽  
Project Managers ◽  
Marketing Theory ◽  
Marketing Activity ◽  
Content Type ◽  
Sustainable Performance ◽  
New Business ◽  
Marketing Activities ◽  
Executive Managers ◽  
Project Contract

Purpose The purpose of this paper is to identify the marketing practices adopted by contractors in project-based industries to win new business and maintain relationships with existing clients. Design/methodology/approach The authors interviewed eight such contractors, and used activity theory as a lens to analyze the results. The authors investigated project marketing activities at four stages of the project contract life cycle, and against four enablers of collaboration. Findings The authors have identified that the service-dominant logic pervades project marketing. Through the project contract life cycle the marketing activity starts with a strategic focus, becomes tactical, then operational and returns to strategic. Project marketing involves executive managers, marketing, client or account managers and project managers. Project managers have a key responsibility for project marketing. The four enablers of collaboration, relationships, communication, going-with and trust, support each other and the entire project marketing activity. Research limitations/implications As a contribution to theory, the authors have identified the practices adopted by contractors in project-based industries to market their competencies to clients to win new work and maintain relationships with existing clients. The authors have identified practices throughout the contract life cycle, and practices to develop collaboration. The next step will be to explain these practices in terms of traditional marketing theory. Practical implications The results provide guidelines to contractors in project-based industries who wish to improve their marketing activity to achieve sustainable performance. Industry may also find it useful to train or coach their project managers to be conscious of their marketing role. Originality/value Previous work has been conceptual in nature and has speculated on the nature of the project marketing performed by contractors to win new projects, and set it against marketing done by the project. This research has empirically investigated the actual marketing practices adopted by project contracting organizations, shown how it varies through the project life cycle and shown how responsibility passes from senior management to the account team and then to project managers. It has also investigated the application of the four enablers of collaboration: relationships, communication, going-with and trust.

Networking as a marketing tool in small companies: a random and informal approach

2018 ◽  
Vol 39 (2) ◽  
pp. 47-55 ◽  
Author(s):  
Mário Franco
Keyword(s):  
Design Methodology ◽  
Qualitative Approach ◽  
Small Companies ◽  
Content Type ◽  
Market Opportunities ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Exploratory Case Studies ◽  
Practical Implications ◽  
Informal Approach

Purpose The purpose of this paper is to identify and analyse the particularities of marketing in small and medium-sized enterprises (SME), to try to understand how networking can influence the marketing activities implemented in this firm segment. Design/methodology/approach For this purpose, the author decided on a qualitative approach and performed exploratory case studies of four SMEs in Portugal. Findings The results obtained show that the owners/managers of the SMEs studied here recognize the importance of marketing and networking, but have not yet implemented them in a structured way. In these SMEs, marketing is informal and reactive to market opportunities. Practical implications This study contributes to showing the importance of marketing in SMEs, providing more information and evidence about marketing in this firm sector, as well as about the owner/manager’s influence on the use of networking in marketing activities. Originality/value In spite of the opportunities associated with networking in SMEs, there is only limited empirical evidence of its importance in marketing activities. This holds particularly for the realm of SMEs.

INTERNET MEDIA AS A MARKETING TOOL IN TOURISM

2020 ◽  
Vol 21 (2) ◽  
pp. 235-244
Author(s):  
Dorota Lorenc
Keyword(s):  
Virtual World ◽  
Distribution Channels ◽  
Marketing Strategies ◽  
The Internet ◽  
Advantages And Disadvantages ◽  
Internet Media ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Tourism Services ◽  
New Distribution

Marketing activities of companies are constantly changing due to the globalization and developing technology. In acordance to the new distribution channels as well as to new forms of communication, marketing strategies are based on communication in various media. Since the provision of information become easier, faster and more effective due to the Internet, business representatives are more and more willing to conduct a dialogue wiht clients in virtual world, also transferring their marketing campaigns there. The paper aims to indicate the possibility of using the Internet in marketing activities of companies operating in the tourism services industry, as well as the advantages and disadvantages arising from that fact

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