Towards an Integrated Online-Offline Marketing Design

2017 ◽  
pp. 155-199
Keyword(s):  
Business Models ◽  
Practical Knowledge ◽  
Academic Research ◽  
Online Marketing ◽  
Digital Marketing ◽  
Future Research ◽  
Channel Choice ◽  
Functional Perspective ◽  
Customer Analytics ◽  
Research Propositions

Based on a variety of industries, this final chapter aims to provide a coherent helicopter view on interrelated topics in the field of digital marketing integrated with traditional marketing approaches. It combines a body of academic research on the field with practical knowledge. To achieve this aim, mainstream research articles are summarized, illustrating YouTube videos and practical cases, recommendations are presented, interesting future research propositions and questions suggested and conceptualized frameworks provided. The thematic potpourri spans from knowledge management, increased consumer power, multi- channel marketing, integration and channel choice factors, a discussion on business models for multi-channel marketing and online marketing, virtual reality, web and customer analytics and Big Data in relation to corporate performance and corporate competencies. The chapter concludes with a hypothesized summarizing conceptualization on effectively designing online and offline channels, suggestions for future research and strategic foci. The chapter concludes that the path of adopting and anchoring digital marketing is not a mechanical but rather an organic change requiring a holistic change management embracing a cross-functional perspective with strong leadership involvement.

The changing role of marketing: Digital transformation of marketing

2020 ◽  
pp. 77-94
Author(s):  
Storbacka Robert ◽  
Kaj Anold
Keyword(s):  
Business Models ◽  
Academic Research ◽  
Marketing Research ◽  
Digital Transformation ◽  
Digital Marketing ◽  
Technology Firms ◽  
Back Office ◽  
Changing Role ◽  
Channel Environment

Digitalization affects every aspect of a firm’s business model–from front-end to back-office, from how firms create value for their customers to how they capture value– and doing so can reshape every facet of the firm. By adapting their business models to the possibilities of technology, firms are facing an accelerating transformation of their activities, offering new opportunities for “out-of-the-box” development of new processes and tools, which effectively challenge deeply engrained functional silo- based thinking. Despite the ubiquity of digital transformation, much academic research still seems to take a functional view (Verhoef et al. 2019), where information systems look into the development and adoption of specific technologies (Nambisan et al. 2017) or analytics schemes (Davenport and Ronanki 2018), strategic management research focuses on understanding the role of new digitalized business models (Foss and Saebi, 2017), and marketing research focuses on what is generally called “digital marketing” or the development of an omni-channel environment (Verhoef et al. 2015; Lamberton and Stephen 2016; Kannan and Li 2017).

Research on financial innovations: an interdisciplinary review

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammad G. Nejad
Keyword(s):  
Financial Services ◽  
Business Models ◽  
Academic Research ◽  
Research Literature ◽  
Future Research ◽  
Breeding Ground ◽  
Financial Industry ◽  
Content Type ◽  
New Era ◽  
Financial Innovations

PurposeThe financial industry offers a unique setting to study innovations. Financial innovations have fueled the growth of economies, markets and societies. The financial industry has successfully become the breeding ground for innovative services, processes, business models and technologies. This study seeks to provide a holistic view of the literature on financial innovations, synthesize the research findings and offer future directions for research in light of three market developments that are disrupting the industry and opening up a new era for the financial services industry. Disruptions from within and outside the industry offer new generations of radically innovative services. Moreover, new generations of consumers differ from previous generations in their needs and wants and look for innovative ways to handle their financial needs. Finally, significant developments related to financial innovations have emerged in Asia and developing countries.Design/methodology/approachThis study systematically reviews the academic research literature on financial innovations in two phases. The first phase provides a quantitative review of 546 journal articles published between 1990 and 2018. In the second phase, the study synthesizes the extant research on financial innovations and maps them in five research areas: firms' introduction and adoption of FIs, financial innovation development, the outcomes of financial innovations, regulations and intellectual property, and consumers.FindingsThe analysis found that disciplines differ with regard to the employed research methodologies, the units of analysis, sources of data and the innovations they examined. A positive trend in the number of published articles during this period is observed. However, studies have primarily focused on the USA and Europe and less so on other parts of the world. The literature synthesis further identifies research gaps in the available research that highlight future research opportunities in light of the three market disruptions. The financial services industry is on the brink of a new era due to disruptions from within and outside the industry and the entrance of new generations of consumers. Moreover, the financial industry has successfully become the breeding ground for innovative services, processes and business models. Therefore, financial innovations offer promising opportunities for bridging the gap between research on product and service innovations.Research limitations/implicationsThe work provides a holistic and systematic overview of extant research on financial innovations and highlights future research opportunities in light of the three disruptive market developments. It helps researchers take advantage of the opportunities in studying financial innovations while maintaining industry relevance.Originality/valueThe study is the first to review and synthesize the academic research literature on financial innovations across marketing, finance and innovation disciplines. In addition, the study highlights three primary disruptive forces in the financial industry and identifies future research directions in light of these disruptive forces.

Digital Marketing Strategies Based on the E-Business Model

2019 ◽  
pp. 86-103 ◽  
Author(s):  
Jose Ramon Saura ◽  
Pedro R. Palos-Sanchez ◽  
Marisol B. Correia
Keyword(s):  
Exploratory Study ◽  
Information Technologies ◽  
Business Models ◽  
Business Environment ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Future Research ◽  
Key Players ◽  
New Business ◽  
New Business Models

One of the most significant changes in the last decade in the business environment has been caused by the development of information technologies and the internet. The internal structure and organization of companies has changed to evolve towards a digital environment influenced by internet business models and digital marketing (DM) techniques. This chapter develops a systematic literature review with the objective of identifying the key players in the business environment with respect to the new business models and digital marketing techniques applied to them, to improve the benefits they bring to the company. The results of the research identify and define the main actors of the electronic commerce (EC) ecosystem, as well as their typologies and the main techniques of DM used in this field of research. The results of the exploratory study can be used for future research in this field and to reinforce the reference bibliography in this area of research.

scholarly journals Sustainable Business Models: A Bibliometric Performance Analysis

Energies ◽  
2020 ◽  
Vol 13 (22) ◽  
pp. 6062 ◽  
Author(s):  
Magdalena Marczewska ◽  
Mariusz Kostrzewski
Keyword(s):  
Business Models ◽  
Academic Research ◽  
Future Research ◽  
Sustainable Business ◽  
Research Directions ◽  
Sustainable Performance ◽  
Body Of Knowledge ◽  
Sustainable Business Models ◽  
Future Research Directions ◽  
Research Stream

Sustainable business models have become a phenomenon of global interest. Since the beginning of the 21st century, companies have sought to shift from traditional business models towards sustainable ones in order to leverage their sustainable performance and increase their competitive advantage. The aim of this paper is to provide an extensive overview of the academic research on sustainable business models with the focus on inquiry of main trends related to business and economics studies and identification of future research directions. This paper reviews existing literature on sustainable business models in order to map this research stream and identify the most substantial contributors to the advances of research in this field. It contributes to the existing body of knowledge on sustainable business models by: (1) describing the most influential and high-impact researchers/authors, journals, and papers; (2) highlighting main and most important research trends related to sustainable business models in studies on business and economics; and (3) identifying future research agendas in investigating sustainable business models from business and economics perspectives.

Applications of Blockchain Technology for Digital Marketing

2021 ◽  
pp. 16-31
Author(s):  
Kazi Turin Rahman
Keyword(s):  
Systematic Review ◽  
Loyalty Programs ◽  
Digital Marketing ◽  
Future Research ◽  
Click Fraud ◽  
Blockchain Technology ◽  
Research Propositions

Using blockchain technology in digital marketing is still a budding concept. Hence, this chapter aims to do a systematic review of research published on this topic from 2015 to 2021 (Q1). The chapter will look to uncover the various impacts of using blockchain technology on digital marketing. Impacts include (but are not limited to) improving digital marketing security, countering click fraud, developing trust and transparency, and creating loyalty programs. Moreover, the chapter will also present future research propositions to further investigate blockchain applications in the realm of digital marketing.

scholarly journals Applying a Structured Industry Model Development Process to Support Digital Transformation Efforts

2022 ◽  
Vol 20 (1) ◽  
pp. 0-0
Keyword(s):  
Development Process ◽  
Business Models ◽  
Design Science ◽  
Model Development ◽  
Academic Research ◽  
Digital Transformation ◽  
Strategic Decision ◽  
Future Research ◽  
Holistic View ◽  
Model Development Process

While business models transformed how we describe organizations, the authors apply equivalent modeling to describe industries. Specifically, the authors propose and implement a structured industry model development process (SIMDP) based on the design science research methodology (DSRM). Moreover, our novel approach conceptualizes an industry model scaffolded through academic research and managerial guidance. An industry model creates a holistic view of any target industry to a) guide digital transformation efforts, b) reveal model components and linkages that may not be immediately evident, and c) support strategic decision-making within organizations considering the expansion and refinement of existing business models. The authors demonstrate the SIMDP’s efficacy using a case study of the online learning industry and evaluate the resulting industry model. Finally, the authors suggest future research directions and discuss the practical implications of the SIMDP and its resulting artifacts.

The path to the Hotel of Things: Internet of Things and Big Data converging in hospitality

2019 ◽  
Vol 11 (1) ◽  
pp. 93-107 ◽  
Author(s):  
Sanjay Nadkarni ◽  
Florian Kriechbaumer ◽  
Marcus Rothenberger ◽  
Natasa Christodoulidou
Keyword(s):  
Big Data ◽  
Internet Of Things ◽  
Business Models ◽  
Academic Research ◽  
Theoretical Models ◽  
Future Research ◽  
Conceptual Approach ◽  
Content Type ◽  
Cloud Framework ◽  
Practical Implications

Purpose The purpose of this study is to explore the use of Internet of Things (IoT) in hospitality and examine its relationship with Big Data. Drawing upon theoretical and practical considerations, it lays a foundation for its adoption in practice and future research. Design/methodology/approach This paper uses a conceptual approach. It demonstrates the use of IoT and its impact on Big Data in hospitality through exemplars. The paper further explores the convergence of IoT, Big Data and hospitality in the context of the literature, value attributes and vendor offerings. Theoretical models from information systems and business are used to support the concepts proposed. Findings The study compiles and contextualizes the applications of IoT in hospitality by applying an input–process–output model, demonstrating the link to Big Data. The resulting value dimensions are represented by the IoT–Big Data triple impact intensity model. Research limitations/implications An outlook toward the future trajectory of IoT adoption is provided by proposing to extend the prevalent social, mobile, analytics and cloud framework with an IoT component. Practical implications Practical implications of the use of IoT and Big Data in hospitality on information technology infrastructure, business models, security and standardization highlight the scope for further empirical research. Originality/value By synthesizing IoT applications in hospitality and by bringing to light their relationship with Big Data, the study demonstrates how IoT, Big Data and hospitality converge – a synthesis that has thus far been largely unexplored. This study lays the groundwork for increased deployment of IoT and Big Data in hospitality and future academic research in this area.

The Zoning System for Strategy Development of SMEs Go Online: A Literature Review

2018 ◽  
Author(s):  
Sumitro Sarkum
Keyword(s):  
Development Strategy ◽  
Online Marketing ◽  
Strategy Development ◽  
Future Research ◽  
Information And Communication ◽  
Qualitative Descriptive ◽  
The Government ◽  
Market Needs ◽  
Marketing Information ◽  
Relationship Of

This study aims to figure out what the relationship of empowerment of SMEs through methods of zoning as marketing strategy of SMEs in two different markets (offline and online). The zoning strategy with information and communication system integrated brings together socialization and promotion in a market. This system can help the government in taking and formulating policies to unite SMEs in a new market by not leaving the old market. The method in this study uses qualitative descriptive. There are three propositions produced in this initial research, the first; Offline and online marketing is very relevant for SMEs in Indonesia. Second; marketing information system is access for SMEs to find out the demand or market needs both domestically and internationally. And third; The zoning system can be used as an online development strategy for SMEs to synchronize two different markets, namely offline and online. Further research is needed to validate the propositions found, to generate hypotheses and empirical evidence, we recommend using mix methods for future research.

Does Recent Academic Research Support Changes to Audit Reporting Standards?

2016 ◽  
Vol 30 (2) ◽  
pp. 255-275 ◽  
Author(s):  
Jean Bédard ◽  
Paul Coram ◽  
Reza Espahbodi ◽  
Theodore J. Mock
Keyword(s):  
Financial Reporting ◽  
Academic Research ◽  
Financial Statements ◽  
Future Research ◽  
Research Support ◽  
The Public ◽  
Market Participants ◽  
Information Gap ◽  
Public Company ◽  
Reporting Process

SYNOPSIS The Public Company Accounting Oversight Board (PCAOB), the International Auditing and Assurance Standards Board (IAASB), and the U.K. Financial Reporting Council (FRC) have proposed or approved standards that significantly change the independent auditor's report. These initiatives require the auditor to make additional disclosures intended to close the information gap; that is, the gap between the information users desire and the information available through the audited financial statements, other corporate disclosures, and the auditor's report. They are also intended to improve the relevancy of the auditor's report. We augment prior academic research by providing standard setters with an updated synthesis of relevant research. More importantly, we provide an assessment of whether the changes are likely to close the information gap, which is important to financial market participants and other stakeholders in the audit reporting process. Also, we identify areas where there seems to be a lack of sufficient research. These results are of interest to all stakeholders in the audit reporting process, as the changes to the auditor's report are fundamental. Additionally, our summaries of research on the auditor's report highlight where there is limited research or inconsistent results, which will help academics identify important opportunities for future research.

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