scholarly journals PECULIARITIES IN CONSTRUCTION OF SEGMENTATION MODELS: THEORY AND PRACTICE

2011 ◽  
Vol 9 (2) ◽  
pp. 171-184
Author(s):  
Daiva Viselgaitė ◽  
Mantas Vilys
Keyword(s):  
Business Models ◽  
Marketing Research ◽  
Theory And Practice ◽  
Strategic Marketing ◽  
Scientific Article ◽  
Marketing Plan ◽  
Manufacturing Companies ◽  
Sustainable Business ◽  
Marketing Activities ◽  
Segmentation Models

Strategic marketing development is a major area of Lithuanian manufacturing companies, which seeks to improve business. In order to develop a strategic marketing plan, companies encompassing several business models are faced with the need to adapt those models here and highlight the lack of skills to carry out marketing activities for the sharp divide in the business models in the marketing literature. In order to give the latter companies a theoretical foundation for development of strategic marketing for sustainable business, which highlights the need for business model adaptation in the process of segmentation, it is worthwhile to analyze the scientific segmentation models and prepare recommendations for model construction. The scientific article is based on marketing research in window manufacturing and mounting business that enables to create a step-by-step market segmentation model, which is based on adaptation of different business models. The main tendencies identified in the sector (high market and technological uncertainty, intense competition) makes it a very characteristic example of a business, which seeks to improve competitiveness.

scholarly journals Ethical Marketing in the Blockchain-Based Sharing Economy: Theoretical Integration and Guiding Insights

2021 ◽  
Author(s):  
Teck Ming Tan ◽  
Jari Salo
Keyword(s):  
Business Models ◽  
Marketing Research ◽  
Sharing Economy ◽  
Future Research ◽  
Sustainable Business ◽  
Blockchain Technology ◽  
Ethical Marketing ◽  
Marketing Activities ◽  
Sustainable Business Models ◽  
Future Research Directions

AbstractSince the introduction of Ethereum in 2015, blockchain technology (BT) has been evolving, and BT has been associated with the concept of the sharing economy by business academics. Despite the marketing research on the sharing economy that has been extensively conducted in the last decade, the linkage between BT and ethical marketing in the sharing economy remains unclear. Through a systematic literature review of 163 articles and a co-citation analysis, this study identifies the key elements of blockchain capabilities, blockchain attributes, and the underlying economic theories of blockchain. It also synthesizes and proposes a shift of ethical marketing logic in the blockchain-based sharing economy that delineates the principles of stakeholder capitalism. The article concludes with a list of future research directions that underline three approaches of stakeholder theory (i.e., the descriptive, instrument, and normative approaches). These directions aim to guide marketing scholars concerning how BT enables an institutionally embedded view of ethical marketing activities and practices that enhance collaborative marketing and subsequently innovate value chains and create sustainable business models in the sharing economy, as well as to the metaverse.

MARKETING ACTIVITIES OF THE STATE CUSTOMER IN ORGANIZATION OF THE TENDER

2018 ◽  
Author(s):  
Larysa Strashynska ◽  
◽  
Andrii Nykonenko ◽  
Keyword(s):  
Public Relations ◽  
Market Research ◽  
Public Procurement ◽  
Marketing Research ◽  
The State ◽  
Theory And Practice ◽  
Business And Society ◽  
Number Of Factors ◽  
Ethical Marketing ◽  
Marketing Activities

Public procurement in Ukraine is an area where marketing is underused. Marketing potential in public tendering remains poorly understood. The article is devoted to the study of this potential for improving the performance of domestic state customers. Marketing in the state customer's activities is limited by a number of factors. This is dependence on legislation and competitive trading procedures. The main directions of marketing in the activities of the state customer are public relations and market research. Domestic state customers do not pay sufficient attention to public relations, which leads to a low level of confidence of business and society in tenders. The central tool of market research for the state customer are market consultations. It includes several stages, such as an invitation to participate in market consultations, filling out a questionnaire by an enterprise, holding a meeting of a prospective customer with a potential bidder and preparing a report. Marketing research of the market is used insufficiently by state customers. Market consultations are mainly addressed to those customers who are financed by international financial organizations. At the same time, market consultations hold enormous potential to improve the efficiency of public procurement. They allow you to correctly formulate the requirements for the procurement item and its expected value. This speeds up the process of preparing tender documents. In addition, market consultations draw the attention of a potential tenderer to this state customer. This contributes to an increase in the number of tenderers and to a decrease in the price of the subject of the procurement. As a result of the study of the theory and practice of using marketing in public procurement, it was proposed to introduce social and ethical marketing in this area.

scholarly journals STARTUP MARKETING STRATEGY TO ATTRACT VENTURE CAPITAL AT THE AGE OF DIGITALIZATION

2020 ◽  
Vol 5 (1) ◽  
pp. 23-28
Author(s):  
Olena Kanishchenko ◽  
Yuliia Kuznetsova
Keyword(s):  
Venture Capital ◽  
Capital Investment ◽  
Business Models ◽  
Marketing Research ◽  
Investment Strategy ◽  
Theory And Practice ◽  
Strategy Development ◽  
Modern World ◽  
Modern Theory ◽  
Management Concepts

The article deals with the current state of startup ecosystem, its constraints and incentives, comparisons with traditional business models. The authors pay attention to an issue of attracting venture capital to finance newborn projects in the modern world. The key problems of the startups are outlined in the paper, an important fact that the ecosystem is getting more competitive and the investors are getting more cautious. The paper summarizes the traditional marketing tools for strategy development and justifies the possibility of their use in building up a startup business model. The features of attracting venture investments are identified and the specifics of the venture investor-consumer are determined. The authors' approach to the creation of a venture capital investment strategy is proposed, and each stage is considered with appropriate management concepts and models. The choice of the most effective instrument for analyzing the macromarketing, micromarketing environment and internal environment of startup obviously depends on market location and type, industry, size of the company, resources, market type, life cycle of the market / product, etc. Many tools for marketing analysis in the modern theory and practice of marketing have been named with the aim to popularize. The paper also considers the influence of coronavirus epidemy of to attract money and figures out some basic information how to prevent such a situation. The key future threats of the market are named. The importance of marketing research in the age of digitization has been explained and proven.

Pepper Place Farmers’ Market and the Need for Research and Strategy

2019 ◽  
Vol 2 (4) ◽  
pp. 363-367
Author(s):  
Reynolds Anderson ◽  
Matthew Sheffield ◽  
Joie C. Smith ◽  
Charles M. Carson ◽  
Clifton C. Eason
Keyword(s):  
Real Estate ◽  
Marketing Strategy ◽  
Marketing Research ◽  
Urban Revitalization ◽  
Strategic Marketing ◽  
Marketing Plan ◽  
Net Income ◽  
Farmers Market ◽  
Real Estate Company

Pepper Place Market, a farmers’ market created in 1999 in Birmingham, Alabama, was designed as the centerpiece and foundation to support the long-term urban revitalization plan in Birmingham’s historic Lakeview District. Cathy Jones, the founder and inspiration behind the market, began the market on land owned by her family’s real estate company, Sloss Real Estate. The Pepper Place Market initially operated solely on cash flow received from farmers and artisans. In 2011, the market began soliciting sponsorships. The market’s leadership wanted to expand the market but struggled with negative net income. The organization had no unified marketing strategy or marketing plan. The limited promotion in which Pepper Place Market engaged was inconsistent and lacked a clear, strong messaging. Realizing the market needed to do more, Jones believed conducting marketing research and creating a strategic marketing plan should be their next steps.

scholarly journals Sustainability Transition in Industry 4.0 and Smart Manufacturing with the Triple-Layered Business Model Canvas

2020 ◽  
Vol 12 (6) ◽  
pp. 2364 ◽  
Author(s):  
Fernando E. García-Muiña ◽  
María Sonia Medina-Salgado ◽  
Anna Maria Ferrari ◽  
Marco Cucchi
Keyword(s):  
Business Model ◽  
Ceramic Tile ◽  
Industry 4.0 ◽  
Business Models ◽  
Smart Manufacturing ◽  
Value Proposition ◽  
Manufacturing Companies ◽  
Sustainable Business ◽  
Business Model Canvas ◽  
Sustainability Transition

Sustainability transition is becoming increasingly relevant at a manufacturing level, especially for resource- and energy-intensive industries. In addition, the 4.0 industry paradigm opens new opportunities in terms of sustainable development. The aim of this research is to analyze the introduction of sustainability in the corporate value proposition, through the evolution from a traditional to a sustainable business model. The business model innovation will be investigated in the case of a ceramic tile producer in the district of Sassuolo, Italy. The company has introduced several sustainability practices over the years and, through investments in Industry 4.0 technologies, is able to conduct impact assessments of its production process. The applied tool for the business model transition will be the Triple-Layered Business Model Canvas by Joyce and Paquin. The results illustrate the new company’s sustainable value proposition, considering all three pillars of sustainability: environment, economy, and society. Despite the limitations resulting from the individual case study, the findings can be easily adapted to other ceramic tile companies in the sector. Besides, the paper could inspire other manufacturing companies in the drafting of a sustainable business model. The paper explores the still limited literature on the application of sustainable business models in operational scenarios.

Archetypic branding with positions of ergonomic support of marketing researches

Ergodesign ◽  
2020 ◽  
Vol 2020 (1) ◽  
pp. 3-18
Author(s):  
Marijam Arpentieva
Keyword(s):  
Role Models ◽  
Role Model ◽  
Historical Context ◽  
Marketing Research ◽  
Theory And Practice ◽  
Specific Role ◽  
Brand Strategy

The article discusses the current problems of the theory and practice of archetypal branding, analyzes the problems of archetypal branding from the perspective of ergonomic support for marketing research. In the framework of modern ergonomics, one of the tasks of its development is the ergonomic support of marketing research, including research on the development and evaluation of the effectiveness and productivity of the brand. A brand that is developed by marketers in accordance with a particular archetype or a specific role model can not only gain consumer recognition, but also help them formulate a way to express themselves. A role model in terms of the ergonomic support of marketing research can be used to develop a brand strategy: it represents an image that reflects a person’s ideas about a desirable role in the community. The client seeks not only to demonstrate this image to people, but also to use it in order to support and transform his own identity. At the same time, role models, unlike archetypal structures, practices and theorists from the standpoint of ergonomic support of marketing research typologize, based directly on a comparison with the leading motives of life and consumption. Role models correspond to different consumption situations, without contradicting the specific cultural and historical context. From the position of ergonomic support of marketing research, they should and can be used as functions specific to a given community, region, and time, as well as transcultural or supercultural structures that reflect one or another pole of the archetype in a particular cultural and historical environment.

Bank Marketing: Features, New Trends, and Prospects

2019 ◽  
pp. 83-88
Author(s):  
E. N. Valiev ◽  
E. N. Veysov
Keyword(s):  
Systems Approach ◽  
Marketing Research ◽  
Theory And Practice ◽  
Scientific Publications ◽  
Scientific Methods ◽  
New Directions ◽  
General Scientific ◽  
Modern Economic ◽  
The Subject ◽  
Bank Marketing

The importance of the subject of this study is attributable to the need of developing the theory and practice of formation of bank marketing, its features and new trends associated with this concept. Prospects for the development of banks and their ability to quickly and efficiently address new challenges presented by the market can be determined through modern forms, methods of management and creative use of financial marketing opportunities.Aim. The presented study aims to examine the specific aspects, principles, conditions, factors of emergence, and prospects for the development of bank marketing and forms of its management in modern economic conditions.Tasks. The authors identify the major trends and perspective directions in the development of bank marketing in Azerbaijan at the current stage.Methods. As its methodological and theoretical basis, this study uses a systems approach to the analysis of its subject, conceptual approaches outlined in the works of Azerbaijani, Russian, and foreign scientists in the field of bank marketing. These methods are used to determine the essence of bank marketing, present the types and organization of marketing research, and identify the characteristic traits, new forms, and directions for the development of bank marketing.Results. The study uses general scientific methods of cognition in various aspects to identify characteristic traits, trends, and new directions of bank marketing. A review of scientific publications shows that academic papers tend to focus on general conceptual approaches to the practical application of marketing. The authors believe that the issues of organization of a comprehensive bank management system, its implementation based on innovations in the promotion of banking products and services in the financial market, and substantiation of channels for their distribution among consumers are insufficiently explored. This makes the subject of this study extremely relevant due to the inevitable optimization of the organizational structure of banks through comprehensive implementation of the marketing system.Conclusions. Theoretical and practical issues of bank marketing are examined. As a result, the specific features and characteristic traits of this mechanism, conditions and factors for its emergence, and its prospects in the context of the digital economy are analyzed.

Comparative analysis of business models of top pharmaceutical manufacturing companies: fifi nancial analysis

2020 ◽  
pp. 43-52
Author(s):  
L.E. Yasinskaya ◽  
Keyword(s):  
Comparative Analysis ◽  
Business Models ◽  
Financial Analysis ◽  
Active Pharmaceutical Ingredient ◽  
Pharmaceutical Companies ◽  
Manufacturing Companies ◽  
Revenue Growth ◽  
Commercial Activities ◽  
Pharmaceutical Manufacturers ◽  
Research Procedure

Introduction. Earlier, the comparative analysis of the commercial and investment activities of the companies that play the key roles in the investment processes in the Russian pharmaceutical industry and operate within the four main business models (biotechnological, generic, specialized pharmaceutical companies, active pharmaceutical ingredient (API) manufacturers) has been conducted. No full assessment of the companies’ activitiesis conceivable without a financial analysis of their activities to identify the risks of investment activities. Objective of the study. A detailed comparative analysis of the financial standing of domestic pharmaceutical manufacturers operating within the selected business models for further identification of potential financial risks for investors. Research procedure and article structure. Analysis of RAS statements (forms 1 and 2) of 72 over 500 million revenue companies grouped together as selected business models for the period from 2015 to 2019. Results. The researchers provided a detailed description of the commercial activities of domestic pharmaceutical companies within the business models under consideration. The companies within various business models showed positive revenue growth rates over the past five years. All business models demonstrate consistently high business profitability and a significant share of own capital in the asset profile. Conclusion. The results of the study show the stable financial standing of the pharmaceutical companies within various business models. The biotechnology sector companies that are the most attractive for investments have the highest quality financial standing. The specialized and generic companies show similar consistently strong performance. API manufacturers that the companies with relatively small revenues are actively developing and are attractive to restrained budget investors.

scholarly journals Entrepreneurship, Sport, Sustainability and Integration: A Business Model in the Low-Season Tourism Sector

2021 ◽  
Vol 10 (4) ◽  
pp. 117
Author(s):  
Ricardo Reier Forradellas ◽  
Sergio Náñez Alonso ◽  
Javier Jorge Vázquez ◽  
Miguel Ángel Echarte Fernández ◽  
Nicolas Vidal Miró
Keyword(s):  
Business Model ◽  
Business Models ◽  
Generation Model ◽  
Sustainable Business ◽  
Women's Sport ◽  
Participation Of Women ◽  
Tourism Sector ◽  
New Business ◽  
Global Tourism ◽  
Wealth Generation

The global tourism reality is changing, and not only because of the COVID-19 pandemic. This reality is especially representative in countries such as Spain, which are highly dependent on the income generated by the tourism sector. In these destinations, it is necessary to seek innovation and specialization in the sector in order to achieve new business models. This need is even more pressing in destinations overcrowded by the sun and beach effect, as is the case of Mallorca. The proposed work combines the concepts of sports tourism with the development of a wealth-generating business model that will contribute to promoting a tourism that is sustainable, environmentally friendly and deseasonalized. On the other hand, the proposed work will contribute to promoting integration and equality in the participation of women in sports through the development of a model based on the promotion of women’s football. Using the methodology of case analysis, the results of all the approaches outlined are provided, and we obtained a wealth-generation model that is easily replicable and sustainable over time. This work provides a solution to the combination of a sustainable business model that links responsible tourism, the promotion of women’s sport and the generation of wealth.

scholarly journals Entrepreneurial lean thinking for sustainable business modeling: a workshop design for incumbent firms

2021 ◽  
Author(s):  
E. J. Schwarz ◽  
P. Gregori ◽  
I. Krajger ◽  
M. A. Wdowiak
Keyword(s):  
Business Model ◽  
Business Models ◽  
Business Model Innovation ◽  
Opportunity Identification ◽  
Sustainable Business ◽  
Lean Thinking ◽  
Business Modeling ◽  
Innovation Research ◽  
Political Debates ◽  
Negative Environmental Impact

AbstractIn times of increasing concerns and extensive political debates about social and environmental problems, incumbent firms are obliged to reduce their negative environmental impact by implementing sustainable business model innovation. Yet, realizing more sustainable business model variants entails several complexities and associated challenges that need to be overcome. To support this task, this article takes an entrepreneurship perspective on sustainable business model innovation and combines literature of business models and entrepreneurial lean thinking (ELT). In doing so, it derives a workshop design grounded in contemporary theory with state-of-the-art tools and methods. The workshop is framed as a stage-gate process facilitating the notions of ELT with iterative cycles of ‘create, test, and improve’ and spans the phases of opportunity identification, opportunity evaluation, opportunity development through sustainable business model design, and decision of opportunity exploitation. The article shows that ELT is an appropriate yet underutilized approach for sustainable business modeling. Further, it discusses how the workshop supports opportunities and mitigate pitfalls of ELT for sustainable business modeling. As such, the findings have theoretical implications for the intersection of sustainability and lean approaches in innovation research as well as implications for practitioners by providing a comprehensive framework to support sustainable business model innovation.

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