The links between territorial marketing, regional sustainability policies and the brand positioning of a small firm: An analysis of best practice in the dairy sector

2017 ◽  
pp. 149-172
Author(s):  
Umberto Martini ◽  
Federica Buffa
Keyword(s):  
Best Practice ◽  
Brand Management ◽  
Marketing Strategies ◽  
Research Approach ◽  
Brand Positioning ◽  
Business Organisation ◽  
Territorial Marketing ◽  
Relevant Case ◽  
Sector Integration

Territorial marketing strategies can be oriented towards sustainability in the agro-alimentary sector. This contribution presents and discusses a relevant case, analysing the marketing strategies that businesses, leveraging on their distinctive location, can pursue to create value for both themselves and their territory. The research approach was qualitative, involving a case study which included desk analysis and personal interviews with key actors in the dairy sector of an Alpine area. The study highlights the opportunities offered by differentiation strategies based on inter-sector integration, describing marketing and brand management choices, and underlining the importance of business organisation and governance in the creation of competitive advantage.

Retail Marketing Strategies and Brand Management

2019 ◽  
pp. 1412-1427 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Literature Review ◽  
Critical Review ◽  
Brand Management ◽  
Marketing Strategies ◽  
Retail Industry ◽  
Brand Positioning ◽  
Industry Sector ◽  
Review Analysis ◽  
Fashion Retail ◽  
Retail Marketing

This article aims to provide a critical review of the published literature related to retail marketing strategies and brand management in the global retail industry. The literature review covers the overview of marketing strategies; retail marketing strategies and technological utilization; international retail marketing strategies in the global retail industry; retail marketing strategies and internationalization; the challenges of retail marketing strategies in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry. Effective marketing is necessary to compete in the ever-growing worldwide retail industry sector. The improved retail profits are within reach with the purposeful retail marketing strategies. Brand management means defining the brand, positioning the brand, and delivering the brand. The literature review analysis provides both practitioners and researchers an important understanding about retail marketing strategies and brand management in the global retail industry.

scholarly journals Peer Tutoring as A Best Practice of Accounting Learning in Vocational Education

2020 ◽  
Vol 5 (1) ◽  
pp. 25
Author(s):  
Mika Marsely
Keyword(s):  
Peer Tutoring ◽  
Best Practice ◽  
Learning Strategy ◽  
Educational Institutions ◽  
Research Approach ◽  
Effective Learning ◽  
Descriptive Research ◽  
Depth Interview ◽  
The Social

This study attempts to investigate the use of peer tutoring and to assest the effectiveness of peer tutoring in accounting learning, State Polytechnic of Malang. A descriptive research approach with case study was employed in this research. The information gathered by documentation, observation and in depth interview. The accounting learning was done by the author with apllying same age peer tutoring (co-peer). The findings revealed that peer tutoring is a very effective learning strategy both to tutors and tutees. Tutors feels happy, proud, and satisfied when the lecturers trust them to give the material in front of their friends. Whereas the tutees feel more comfortable because the learning activities has become more relaxed and not strained, the students have been brave to ask more question. Peer tutoring has improve the academic achievement, communication skill, responsibilities, patience, empathy, sympathy, and strengthening the social skills both to tutors and tutees. As we know that these all skills were very needed in the world life. The author suggest that it should be utilized within the premises of the educational institutions. It is a must for polytechnic students to be equipped with such ability given that it has a great impact towards their future career development. The graduates are believed to be able to perform productively in the society with this ability, notwithstanding what contexts they are in. This is to assure that they would be able to function in line with the complex world of today.

scholarly journals Testing of the Model of Creating a Specialized Tourist Product for Post-COVID Time

2021 ◽  
Vol 10 (2) ◽  
pp. 526-538
Author(s):  
Neven Šerić ◽  
Lidija Bagarić ◽  
Anđela Jakšić Stojanović ◽  
Nevena Keković
Keyword(s):  
Marketing Strategy ◽  
Brand Management ◽  
Marketing Strategies ◽  
Cross Border ◽  
Travel Agencies ◽  
New Challenges ◽  
The Creation ◽  
Desk Research ◽  
Cross Border Cooperation

Specialized tourists offer in the post covid time is an important reason in choosing the destination to travel to. A new perception of this offer puts new challenges to those who design such offers. Most specialized offers are the result of entrepreneurial initiative and intuition. Authors have dealt with the creation of such offers as an important destination concurrent factor in their own cross-border cooperation. Based on their findings, they have developed a model of creating specialized tourism products for post covid time by linking core, additional, and expanded contents with brand creation and the marketing strategy. In this paper authors continue their research by testing that model through two platforms: desk research of the latest cognitions related to the repercussions of Covid-19 on tourist mind, and on a convenient sample of connoisseurs. The testing of the model is connected with one case study in which authors cooperate in practice. The findings have been tested through a survey on a sample of experts (representatives of travel agencies) related to their experiences in sales for 2020 and 2021.They have also found important changes in tourist perception of specialized tourist product. The findings offer the answers as to why the basic contents of the specialized tourist offer is no longer sufficient, as well as a way for developing additional and expanded contents, on which the brand and brand management activities in the post corona period should be primarily  based, i.e. on what to base the marketing strategies in the post covid time.

scholarly journals The marketing strategy of firms: an inside out perspective

2018 ◽  
Vol 9 (3) ◽  
pp. 889
Author(s):  
Aschalew Degoma Durie ◽  
Dr. Getie Andualem
Keyword(s):  
Qualitative Research ◽  
Marketing Strategy ◽  
Comparative Advantage ◽  
Marketing Strategies ◽  
Global Markets ◽  
Research Approach ◽  
Case Study Design ◽  
Inside Out ◽  
Textile Sector

The objective of the study was to examine the marketing strategies of Ethiopian medium and large textile companies. The textile sector became the focus of this study because the sector has performed far below than expected, despite the government‘s continued support to and the country‘s comparative advantage in the sector. To attain the stated objective, qualitative research approach with case study design was employed. The case companies were selected based on two criteria; production of finished textile products and operation in both local and global markets. Accordingly, nine companies qualified these criteria and all of them were used as cases. The RBT was the theory employed to explain the differences in performances among firms’ in similar environment. Furthermore, within and cross case analyses were employed to get in-depth understanding about the marketing strategies of the case companies. 

Explorative study of entrepreneurship training programmes in Christian institutions in Ghana

2019 ◽  
Vol 14 (5) ◽  
pp. 713-727
Author(s):  
Keren Naa Abeka Arthur ◽  
Alex Yaw Adom
Keyword(s):  
Best Practice ◽  
Research Question ◽  
Research Approach ◽  
Religious Institutions ◽  
Entrepreneurship Training ◽  
Content Type ◽  
Seed Funding ◽  
Training Programmes ◽  
Positive Outlook

Purpose The past two decades have witnessed a surge in entrepreneurship training (ET) programmes among religious organisations in Ghana. Despite this, current studies on the topic have revealed a gap in the perception of ET initiatives and the actual needs and expectations of trainees. This paper aims to explore the characteristics of ET programmes in Christian organisations in Ghana and the perception of beneficiaries on the relevance of these schemes. Design/methodology/approach A qualitative research approach was used for the study. The study used interviews and document reviews as data collection instruments. In investigating research questions one and two for case study one, interviews were used. For case study two, data were collected mainly through a review of documents for research question one and interviews for research question two. The data were analysed using thematic analysis techniques. Findings The results show some similarities in ET characteristics in the two cases studied, specifically regarding objectives and target outcomes. Therefore, ET programmes identified in both cases were targeted at both potential and practicing entrepreneurs in the congregations. Further, content appears adequate with an emphasis on topics that develop business management skills. The teaching approach varied within the studied religious organisations and although some practices were similar to best practice guidelines suggested in literature, there are lapses in the system. Regarding respondents? perception on the relevance of the ET programmes, the authors observed a positive outlook among all respondents who argued that the scheme addressed key issues at individual, organisational and national levels. However, the study revealed that religious institutions were unwilling to provide seed funding to beneficiaries. Research limitations/implications Further studies will need to validate findings in other Christian denominations not captured in the study. Furthermore, replicating this study among non-Christian religious institutions would be beneficial for policymaking. Practical implications This study suggests that managers of ET programmes in churches need to be helped to focus their programmes on developing business competencies, specifically technical skills. Originality/value There is a gap in understanding of the nature of ET programmes in religious institutions in Ghana and globally. This study provides insights on the characteristics of ET programmes in churches; thus allowing us to understand how they can be supported to deliver effectively.

Social technologies in public libraries: exploring best practice

2014 ◽  
Vol 35 (3) ◽  
pp. 224-238 ◽  
Author(s):  
Kathleen Smeaton ◽  
Kate Davis
Keyword(s):  
Social Media ◽  
Best Practice ◽  
Media Use ◽  
Public Library ◽  
Research Approach ◽  
Successful Implementation ◽  
Library Service ◽  
Social Media Use ◽  
Content Type

Purpose – The purpose of this article is to report on a research project that explored social media best practice in the public library sector. Design/methodology/approach – The primary research approach for the project was case study. Two organisations participated in case studies that involved interviews, document analysis, and social media observation. Findings – The two case study organisations use social media effectively to facilitate participatory networks, however, there have been challenges surrounding its implementation in both organisations. Challenges include negotiating requirements of governing bodies and broader organisational environments, and managing staff reluctance around the implementations. As social media use continues to grow and libraries continue to take up new platforms, social media must be considered to be another service point of the virtual branch, and indeed, for the library service as a whole. This acceptance of social media as being core business is critical to the successful implementation of social media based activities. Practical implications – The article provides an empirically grounded discussion of best practice and the conditions that support it. The findings are relevant for information organisations across all sectors and could inform the development of policy and practice in other organisations. This paper contributes to the broader dialogue around best practice in participatory service delivery and social media use in library and information organisations. Originality/value – Research around social media has focused on the usage of tools rather than the conditions that allow staff to use social media to reach users effectively. This research fills the gap by exploring the organisational culture that allows staff to use social media in order to develop a participatory library service.

Retail Marketing Strategies and Brand Management

2016 ◽  
Vol 5 (2) ◽  
pp. 66-78 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Literature Review ◽  
Critical Review ◽  
Brand Management ◽  
Marketing Strategies ◽  
Retail Industry ◽  
Brand Positioning ◽  
Industry Sector ◽  
Review Analysis ◽  
Fashion Retail ◽  
Retail Marketing

This article aims to provide a critical review of the published literature related to retail marketing strategies and brand management in the global retail industry. The literature review covers the overview of marketing strategies; retail marketing strategies and technological utilization; international retail marketing strategies in the global retail industry; retail marketing strategies and internationalization; the challenges of retail marketing strategies in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry. Effective marketing is necessary to compete in the ever-growing worldwide retail industry sector. The improved retail profits are within reach with the purposeful retail marketing strategies. Brand management means defining the brand, positioning the brand, and delivering the brand. The literature review analysis provides both practitioners and researchers an important understanding about retail marketing strategies and brand management in the global retail industry.

Lyon – UNESCO’s Creative City of Gastronomy?

2016 ◽  
Vol 4 (2) ◽  
pp. 126-132 ◽  
Author(s):  
Cecilia Avelino Barbosa
Keyword(s):  
Cultural Industries ◽  
Brand Positioning ◽  
City Branding ◽  
Structured Interviews ◽  
Creative Cities ◽  
Marketing Program ◽  
Creative City ◽  
Territorial Marketing ◽  
The World ◽  
The City

The fast urbanization in many regions of the world has generated a high competition between cities. In the race for investments and for international presence, some cities have increasingly resorting to the territorial marketing techniques like city branding. One of the strategies of recent years has been to use of creativity and / or labeling of creative city for the promotion of its destination. This phenomenon raises a question whether the city branding programs have worked in accordance with the cultural industries of the territory or if such labels influence the thought of tourists and locals. This paper begins by placing a consideration of the UNESCO Creative Cities Network (UCCN) and the strategies of the Territorial Marketing Program of the city of Lyon in France, Only Lyon. It also raises the question the perception of the target public to each of the current actions through semi-structured interviews which were applied between May and August 2015. Finally, I will try to open a discussion the brand positioning adopted by the city of Lyon

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

Sign in / Sign up

Export Citation Format

Share Document