Branding Strategies for Digital TV Channels

2012 ◽  
pp. 57-68
Author(s):  
Margherita Pagani
Keyword(s):  
Competitive Advantage ◽  
Selection Process ◽  
Digital Tv ◽  
Digital Television ◽  
Sustainable Competitive Advantage ◽  
Television Network ◽  
Branding Strategies ◽  
Managerial Implications ◽  
The Impact

This chapter analyses the impact of digitalization on TV marketing strategies focusing on the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. We analyze the cognitive process adopted by a viewer in the selection process of a TV channel and provide managerial implications for branding strategy and the tools that a television network and an iTV portal need to adopt to communicate values connected with their brand. The goal of this analysis is to offer insights on how a digital television network may create a channel experience leveraging on brand to increase viewers’ loyalty and competitive advantage.

Branding Strategies for Digital Television Channels

2011 ◽  
pp. 135-155
Author(s):  
Margherita Pagani
Keyword(s):  
Interactive Television ◽  
Digital Technologies ◽  
Digital Television ◽  
Television Industry ◽  
Economic Implications ◽  
Corporate Strategies ◽  
Branding Strategies ◽  
Managerial Implications ◽  
Technical Features ◽  
The Impact

In the previous chapters, technical features and economic implications following the digitalisation of the TV signal as well as the development of interactive television were the focus of our analysis. At this point, it is worth considering some managerial implications stemming from the adoption of these new digital technologies. The goal of this section is to determine those managerial areas mainly influenced by the digitalisation process, as well as the way corporate strategies define changes. In this chapter, focus is placed on the analysis of the impact of digitalisation on marketing strategies through an investigation on the growing importance of the brand as a loyalty-based resource, available to digital television networks to aggregate and make loyalty vis-à-vis television viewers more concrete. Special attention is being paid to branding policies adopted by digital television networks through a better knowledge of the reasons why brand equity is important in the television industry.

scholarly journals Organizational Learning Capacity as sustainable Competitive Advantage: Role of Leader’s Emotional Intelligence and Resistance to Change on Organizational Learning Capacity

2021 ◽  
pp. 1280-1301
Author(s):  
Muhammad Jawad ◽  
Saqib Anwar Siddiqui ◽  
Munazza Naz ◽  
Nauman Waheed ◽  
Sohail Rizan ◽  
...  
Keyword(s):  
Emotional Intelligence ◽  
Organizational Learning ◽  
Competitive Advantage ◽  
Resistance To Change ◽  
Sustainable Competitive Advantage ◽  
Learning Capacity ◽  
Organizational Learning Capacity ◽  
The Impact ◽  
The Relationship

This research study is based on the investigation and validation of Organizational Learning Capacity with regards to leaders in educational sector as source of Competitive Advantage to the Higher Education Institutions and testing the impact of leader’s Emotional Intelligence (EI) and Resistance to Change to enhance Organizational Learning Capacity (OLC). This study can be the hallmark for the HEI’s for gaining competitive advantage through their human capital.The results shows that EI has significant contribution towards the OLC and when measured together with the trait of resistance to change the results significantly transformed which suggest that RTC negatively and significantly affect the relationship between EI and OLC therefore, to control and reduce the aspect of resistance to change by enhancing and investing in the trait of Emotional Intelligence of the individuals and leaders is suggested to gain the benefits of OLC to become superior in the industry.

Drivers of multiple eco-innovation and the impact on sustainable competitive advantage: evidence from manufacturing SMEs in Egypt

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khalid Mady ◽  
Muhammad Abi Sofian Abdul Halim ◽  
Khatijah Omar
Keyword(s):  
Competitive Advantage ◽  
Manufacturing Industry ◽  
Significant Contribution ◽  
Sustainable Competitive Advantage ◽  
Environmental Orientation ◽  
Content Type ◽  
Process Innovations ◽  
The Impact ◽  
Practical Implications

Purpose This study aims to investigate the drivers of three main eco-innovation types within the manufacturing small- and medium-sized enterprises (SMEs) in Egypt, as well as to examine the impact of these types in sustaining competitive advantage. Design/methodology/approach The positivist methodological paradigm is adopted in this study, with 183 valid questionnaires collected from the owners and executives of manufacturing SMEs. The SmartPLS has been used to analyse the data. Findings Results show that internal drivers (organisational capabilities, absorptive capacity and strategically environmental orientation) affect eco-innovation types. External drivers (regulation, eco-friendly products demand and competitive advantage) do not significantly affect eco-innovation types. The results also reveal that both eco-organisational and eco-process innovations significantly affect sustainable competitive advantage. Practical implications This study has presented valuable insights for owners and executives of SMEs and policymakers in the business and manufacturing industry. Originality/value This study has presented valuable insights for literature on eco-innovation, owners and executives of SMEs and policymakers manufacturing industry to depth-understanding of drivers of eco-innovation types. in addition, the role of eco-innovation types in sustaining competitive advantage for SMEs has been a significant contribution to eco-innovation literature.

scholarly journals The Impact of Dynamic Capabilities on Sustainable Competitive Advantage in the Pharmaceutical Sector in Egypt

2017 ◽  
Vol 6 (2) ◽  
pp. 1
Author(s):  
Albert Naiem Naguib ◽  
Eahab Elsaid ◽  
Abdel Moneim Elsaid
Keyword(s):  
Competitive Advantage ◽  
Dynamic Capabilities ◽  
Secondary Data ◽  
Primary Data ◽  
Sustainable Competitive Advantage ◽  
Firm Characteristics ◽  
Pharmaceutical Sector ◽  
Chi Square ◽  
Pharmaceutical Firms ◽  
The Impact

This study examines the relationship between dynamic capabilities (experience, routine, skills, firm characteristics, knowledge and technology) and competitive advantage sustainability in the Egyptian pharmaceutical sector. The data was collected using primary and secondary data sources. Primary data was collected from questionnaires distributed to 160 top managers in 20 pharmaceutical firms. The secondary data about pharmaceutical firms like rankings, revenues and market share was collected from external sources such as Intercontinental Marketing Service (IMS). The questionnaires examine six independent variables based on a five-scale Likert scale. The methodology used in the study is non-probability sampling (judgmental sampling), Cronbach’s alpha reliability coefficient and Chi-square tests. The results support the notion that there is a significant relationship between four of the six dynamic capabilities (experience, skills, firm characteristics and knowledge) and the competitive advantage sustainability for pharmaceutical firms in Egypt. Designing the questionnaire and formulating the questions to target the required field was challenging, given that the topic is dynamic and the business scene in Egypt has witnessed drastic political changes since January 2011. The study should assist pharmaceutical companies in Egypt in directing their investments properly and in determining the weaknesses in their dynamic capabilities that need to be addressed.

Could CSR improve the financial performance of developing countries’ firms? Analyses of mediating effect of intangible resources

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohamed Hamdoun ◽  
Mohamed Akli Achabou ◽  
Sihem Dekhili
Keyword(s):  
Developing Countries ◽  
Human Capital ◽  
Financial Performance ◽  
Competitive Advantage ◽  
Mediating Effect ◽  
Social Dimension ◽  
Content Type ◽  
Intangible Resources ◽  
The Impact

Purpose This paper aims to examine the link between corporate social responsibility (CSR) and financial performance in the context of developing countries. More specifically, the mediating role of a firm’s competitive advantage and intangible resources, namely, human capital and reputation are studied. Design/methodology/approach The study considered a sample of 100 Tunisian firms. The analysis makes use of the structural equation modelling method to explore the relationship between CSR and financial performance, by including mediator variables. Findings The results confirm that CSR has no significant direct effect on financial performance. In particular, they indicate that the social dimension of CSR has a negative impact on performance. However, CSR does have a positive impact on competitive advantage via the two intangible resources considered, human capital and company reputation. Research limitations/implications The research fills a gap that occurred in the previous literature. In effect, previous studies focussed only on the direct link between CSR and financial performance. In addition, it enriches the limited literature on CSR strategies in the context of developing countries. However, further studies should explore the opposite relationship, i.e. the impact of financial performance on CSR strategy. In addition, the authors believe that amongst other potential research avenues, it would be interesting to study the moderating role of the activity sector. Practical implications From a practical point of view, this study suggests new applications with respect to the link between CSR and financial performance. To enhance their company’s financial performance, managers need to ensure that intangible resources are managed efficiently. Originality/value The paper contributes to the literature by examining how a firm’s intangible resources mediate between CSR and competitive advantage and how competitive advantage mediates between intangible resources and financial performance. Second originality is related to the study of the link between CSR and the financial performance of business organisations in the context of a developing country.

scholarly journals The Influence of Core Technology Capability of High-Tech Industry on Sustainable Competitive Advantage

2021 ◽  
Vol 2021 ◽  
pp. 1-10
Author(s):  
Xi Liu ◽  
Shuai Yang
Keyword(s):  
Competitive Advantage ◽  
Organizational Innovation ◽  
Core Competencies ◽  
Theoretical Research ◽  
High Tech ◽  
Sustainable Competitive Advantage ◽  
Technological Capabilities ◽  
High Tech Industry ◽  
The Core ◽  
The Impact

In order to explore how the core technological capabilities of the high-tech industry affect the sustainable competitive advantage of an enterprise, by consulting a large number of literature studies on sustainable competition, the characteristics of high-tech enterprises were summarized through analysis and sorting and a sustainable competition model was proposed based on market, management, marketing, strategy, and organizational innovation. Through factor analysis, correlation analysis, and structural equations of 266 survey data of related companies, the effectiveness of the model based on the impact of core capabilities of high-tech companies on sustainable competitive advantage was confirmed. The results show that the core competencies of high-tech enterprises’ market recognition, strategic planning, management and operation, full-person marketing, and dynamic marketing directly affect the company’s sustainable competitive advantage. The most important influence on a company’s sustainable competitive advantage is market awareness, and the organizational innovation of the company can also influence the sustainable competitive advantage indirectly, while dynamic marketing can increase the other four capabilities to improve the sustainable competitive advantage of the enterprise. The theoretical model is established to identify the core technological capabilities of high-tech enterprises that can help enterprises effectively identify the core technological capabilities that can form a sustainable competitive advantage and then provide ideas for enterprises to build theoretical research on core technological capabilities.

scholarly journals Role of Business Intelligence in Banking Sector for Achieving Competitive Advantage- An Empirical Analysis

2021 ◽  
Vol 19 (1) ◽  
Keyword(s):  
Competitive Advantage ◽  
Business Intelligence ◽  
Quantitative Research ◽  
Banking Sector ◽  
Statistical Tests ◽  
Firm Strategy ◽  
Middle Level ◽  
Mediating Role ◽  
The Impact

With recent advancements in information technology, organizations’ capability to acquire and analyze data for efficient decision making has increased. Good strategies promote alignment among processes and technology in use, which may result in better firm performance. However, there has been little focus on how firm strategies and business intelligence (BI) systems might play their part in forming organizational information and getting a competitive edge. Therefore, the purpose of conducting this study is to investigate the impact of firm strategy on firm competitive advantage with mediating role of BI adoption and moderating role of BI capabilities. For this, a quantitative research methodology was used, and data was collected from 300 middle-level managers in Pakistan's telecom sector. Statistical tests such as descriptive statistics, correlation, reliability analysis, one-way ANOVA, confirmatory factor analysis, and mediation analysis through Hayes process were performed using SPSS and AMOS. The findings revealed a positive link between firm strategy and competitive advantage, with business intelligence adoption serving as a mediating factor. Business intelligence capabilities positively moderate the relationship between BI adoption and competitive advantage. Hence, all proposed hypotheses (H1, H2, and H3) were approved. The contribution and Limitation of the study are also discussed.

scholarly journals Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment

2021 ◽  
Vol 235 ◽  
pp. 02045
Author(s):  
Weijian Lu ◽  
Yu Han ◽  
Shiyu Chen
Keyword(s):  
Customer Participation ◽  
Future Research ◽  
Brand Experience ◽  
Brand Commitment ◽  
Brand Community ◽  
Brand Performance ◽  
Brand Communities ◽  
Managerial Implications ◽  
The Impact

The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is not examined. Based on the survey of 229 members in virtual brand communities of two popular games of Tencent, this research empirically examines how different types of brand co-creation and virtual brand communities influence brand commitment. This research confirms that customers participating in autonomous brand co-creation in the autonomous virtual brand community have a significantly higher degree of brand experience, and those who participate in both sponsored and autonomous virtual brand community have a comparatively lower degree of brand experience. Meanwhile, sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment. Theoretical and managerial implications are offered with limitations and future research.

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