scholarly journals Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context

2020 ◽  
Vol 12 (17) ◽  
pp. 7159 ◽  
Author(s):  
Vera Butkouskaya ◽  
Joan Llonch-Andreu ◽  
María-del-Carmen Alarcón-del-Amo
Keyword(s):  
Gender Gap ◽  
Entrepreneurial Orientation ◽  
Structural Equation ◽  
Emerging Market ◽  
Individual Development ◽  
Marketing Communications ◽  
Successful Implementation ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
And Performance

Expanding and maintaining the number of Small and Medium-sized Enterprises (SMEs) is directly related to sustainable economic, social, and individual development. However, SMEs are vulnerable to competition. Thus, this study focusses on the analysis of entrepreneurial orientation (EO) as an antecedent of integrated marketing communications’ (IMC) successful implementation directed at improving SMEs’ performance, with additional focus on the institutional inter-country context. Considering the role of owner-managers in SMEs, analysis of the gender gap is also applied. The data from 315 managers’ surveys (in Spain and Belarus) is analyzed using Structural Equation Modelling (SEM). The results show a positive relationship between EO, IMC, and performance among SMEs in both markets. However, these connections are significantly stronger in the case of male, rather than female managers in a developed market (Spain). There is no gender gap in an emerging market (Belarus). Moreover, and conversely, in a developing market, the EO-IMC-performance relations are more intensive when the manager is female. Further implementations are provided for practitioners and government organizations with a focus on the gender gap and inter-country differences.

scholarly journals Information technology directors’ efforts on innovation, integrated marketing communications and brand equity

2017 ◽  
Vol 30 (4) ◽  
pp. 297-309 ◽  
Author(s):  
Nader Seyyed Amiri ◽  
Banafsheh Dastourian ◽  
Pantea Foroudi ◽  
Alireza Nankali
Keyword(s):  
Information Technology ◽  
Brand Equity ◽  
Structural Equation ◽  
Marketing Communications ◽  
Equation Modeling ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Statistical Population ◽  
Content Type ◽  
Technology Directors

Purpose The main purpose of this study is to examine information directors in the area of communication activities related to innovation and marketing decisions in branding. Design/methodology/approach The study is quantitative and utilized structural equation modeling technique with the approach of minimum trivial squares for analyzing the data. In all, 130 questionnaires were distributed among information technology directors in Tehran and they form the statistical population for the research. Findings The results suggested that innovation in integrated marketing communications has positively significant effect. In addition, both the variables of innovation and integrated marketing communications positively and significantly affect the three components of brand equity (namely, brand image, the perceived quality and brand loyalty). Originality/value Despite the growing acknowledgment, the importance of innovation, integrated marketing communications and brand equity, however, there are few studies on the role and importance of information technology directors’ efforts on innovation, integrated marketing communications and brand equity.

scholarly journals Does strategic alignment matter when SMEs adopt entrepreneurial orientation? An empirical examination in Vietnam

2021 ◽  
Vol 9 (3) ◽  
pp. 577-584 ◽  
Author(s):  
Quang-Huy Ngo
Keyword(s):  
Entrepreneurial Orientation ◽  
Structural Equation ◽  
Manufacturing Industry ◽  
Emerging Market ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Empirical Examination ◽  
And Performance ◽  
The Relationship

Prior studies suggest that differentiating strategy (DS) has an intervening impact on the relationship between entrepreneurial orientation (EO) and performance. However, they only examine the impacts based on each dimension of EO, provide a lack of theory underpinning why this strategy is the mediator, and focus on the manufacturing industry of an emerging market. Addressing these gaps, the purpose of this study draws from the contingency theory in strategic management to examine whether this strategy is the mediator in the context of Vietnam. Partial least square structural equation modeling used to assess the research model with data collected from 142 SMEs operating in Vietnam. The result indicates that DS fully has an intervening effect on the association between EO and SMEs' performance.

scholarly journals Evaluating the effectiveness of integrated marketing communications while implementing a CRM system in the agricultural industry

2021 ◽  
Vol 258 ◽  
pp. 06061
Author(s):  
Anna Fedyaeva ◽  
Anastasiya Babintseva ◽  
Olga Lezhnina ◽  
Alla Egorova
Keyword(s):  
Analytical Method ◽  
Functional Approach ◽  
Marketing Communications ◽  
Successful Implementation ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Agricultural Industry ◽  
Crm System ◽  
Massive Distribution

This article deals with the problem of insufficient objective characteristics for determining the productivity of integrated marketing communications in business and organizations of various fields of activity, including those involved in ecology, energy, etc. The relevance of the work is due to the massive distribution of various marketing communications tools, often customized and used today through CRM systems. The aim of the study is to determine the criteria for evaluating the effectiveness of integrated marketing communications tools, reflected in CRM systems. The author uses methods of the structural and functional approach. The research is based on the descriptive and analytical method. The result of the work is a list of parameters reflected in the CRM system. They can help consider the degree of effectiveness of integrated marketing communications used in business and organizations of various fields of activity, including those involved in the field of ecology, energy, etc. Moreover, the list of criteria can be used to determine the degree of successful implementation of a CRM system and individual tools of integrated marketing communications.

Integrated marketing communications and social marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 226-240 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
David Low
Keyword(s):  
Social Context ◽  
Social Marketing ◽  
Marketing Communications ◽  
Commercial Application ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Body Of Knowledge ◽  
Health Related ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

Bridging the Gap in IMC Education: Where is the Academy Falling Short?

2009 ◽  
Vol 13 (1) ◽  
pp. 73-81 ◽  
Author(s):  
Andrea J.S. Stanaland ◽  
Amanda E. Helm ◽  
Lance Kinney
Keyword(s):  
Planning Process ◽  
Holistic Approach ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Power Shifts ◽  
Media Type ◽  
Strategic Goals ◽  
Client Side

Integrated marketing communications isn't new, but it's gaining momentum as power shifts from the marketer to the consumer and as marketers recognize the power and efficiency of taking a holistic approach to engaging consumers… For too long, marketing functions have been vertically organized by media type. This siloed approach is mirrored on the agency side, with rewards based on discipline-specific P&L models. These silos must be torn down…The client-side strategic integrator must involve and lead a team of colleagues who have the responsibility, vision, understanding and commitment to engage in a media-agnostic planning process. And this team of enlightened marketers must be willing to let strategic goals-not historic patterns- drive budget allocations. –Bob Liodice, Advertising Age, June 9, 2008

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