The Expanded Story From Transmedia as a Business Model

2020 ◽  
pp. 382-395
Author(s):  
Virginia Guarinos ◽  
Sergio Cobo Durán
Keyword(s):  
Business Model ◽  
Pop Culture ◽  
Marketing Strategies ◽  
Nineteen Eighties ◽  
Essential Step ◽  
The Creation

It is the creation of transmedia stories is that drives the business model and not the business model that drives the stories. In other words, the transmedia narrative is the means and not the end; it is the essential step for transmedia marketing. This chapter is centred on the study of the Netflix series Stranger Things (2016-) as an example of the redefinition of a transmedia strategy without a truly transmedia story. The recent Netflix campaigns have managed to make the beginning of the second season of the show into a viral campaign in Spain, thanks to its connection to Spanish pop-culture personalities. The series relies on an obvious aesthetic; themes and narratives from the nineteen-eighties. This makes an intertextual analysis of the story interesting. In this chapter, we propose an analysis of marketing strategies as an expansion of the diegetic universe using various supports.

Estudio de inversión de capital privado de la banca colombiana en el mercado bancario español

2017 ◽  
Vol 7 (12) ◽  
pp. 73
Author(s):  
Luis Eduardo Lozano Ortegón ◽  
Antonio Alonso-González
Keyword(s):  
Business Model ◽  
Financial Market ◽  
Private Equity ◽  
Banking Sector ◽  
Marketing Strategies ◽  
Economic Environment ◽  
Financial Viability ◽  
Equity Investment ◽  
Viability Study ◽  
Market Perspective

RESUMENEn el presente documento se introducen y analizan algunas de las variables a tener en cuenta en cualquier estudio de viabilidad referente a la inversión de capital privado de banca colombiana en el sector bancario español, planteando un modelo de negocio que permita alcanzar dicha viabilidad financiera de una forma sostenible mediante un formato de banco colombiano bajo la supervisión del Banco de España. Se plantean, así mismo, los requisitos y regulaciones a cumplir, incluyendo un diagnóstico del entorno económico y de la perspectiva del mercado financiero de captación y colocación bancaria española, así como sus portafolios y estrategias de marketing en un horizonte financiero a cinco años.ABSTRACTIn the present work some of the variables to be considered in any viability study concerning private equity investment of Colombian banks in the Spanish banking sector are introduced and discussed. Further, it proposes a business model that allows sustainable financial viability through a format of Colombian bank under the supervision of the Bank of Spain. Some of the requirements and regulations to comply are likewise explained, including an assessment of the economic environment and financial market perspective of the Spanish bank sector, as well as their portfolios and marketing strategies in a financial horizon to five years. Fecha de recepción: 27 de julio de 2016Fecha de aprobación: 17 de noviembre de 2016Fecha de publicación: 6 de enero de 2017 

scholarly journals Local Government Financial Institution and FinTech

2019 ◽  
pp. 557-566
Author(s):  
Witold Srokosz
Keyword(s):  
Local Government ◽  
Business Model ◽  
Financial Institutions ◽  
Financial Institution ◽  
Model Based ◽  
Blockchain Technology ◽  
The Creation ◽  
Legal Barriers

The article compares the characteristics of local government financial institutions and FinTechs in order to make an attempt to answer the question whether a local government financial institution may constitute a FinTech. The study analyses a particular case of using the business model based on blockchain technology for a local government financial institution, as well as discusses the possibility to base the functioning of such institution on the DAO concept. The article is summarised with the outline of the analyses of legal barriers concerning the creation and functioning of local government financial institutions as FinTechs.

Used Universes and Immaculate Realities

2018 ◽  
Author(s):  
Bob Rehak
Keyword(s):  
Pop Culture ◽  
Star Trek ◽  
Digital Tools ◽  
Special Effects ◽  
Star Wars ◽  
George Lucas ◽  
The Creation ◽  
Mind Set

One of the biggest changes in franchise building has been the refinement of digital tools for previsualizing special effects. This chapter explores the creation of the original Star Wars (1977), focusing on George Lucas as a techno-auteur whose use of animatics was central to creating the film’s world. Beyond production design, however, previz enabled Lucas to extend his authorial brand to encompass the contributions of other artists and pop-culture influences, minting originality out of appropriation. The chapter considers Lucas’s “Special Editions” of the late 1990s as examples of the previz mind-set, noting parallels with the design networks and creative fan productions around Star Trek.

The Role of Business Model Development in the Ex-Post Creation of Online Entrepreneurial Opportunity

2017 ◽  
pp. 818-842
Author(s):  
İpek Koçoğlu ◽  
Ali E. Akgun ◽  
Halit Keskin
Keyword(s):  
Business Model ◽  
Model Development ◽  
Real Life ◽  
Social Infrastructure ◽  
Entrepreneurial Opportunity ◽  
Ex Post ◽  
The Creation ◽  
Online Entrepreneurs ◽  
Business Model Development

This research aims to tap into the largely opaque origins of opportunities in the online context by exploring the role of business model development as a key for the creation and configuration of the mental and social infrastructure necessary for the emergence of online entrepreneurial opportunity. Tracing the sources of online entrepreneurial opportunity reveals that successful online entrepreneurs claim to proactively manage their environment in terms of unfolding actions which result in the enactment and creation of entrepreneurial opportunities. Based on this real life contention and the emerging view of entrepreneurial opportunity, this chapter aims to achieve a deeper understanding on the creation of online opportunities through a quantitative study empirically testing the link between business model development and online entrepreneurial opportunity as creation in order to shed light on how business model generation shapes the way entrepreneurs socially co-create opportunities in the online context.

Rise of Experiential Marketing in Emerging Markets

2016 ◽  
pp. 284-312
Author(s):  
Mervat Medhat Youssef ◽  
Hanan Atef Abdallah
Keyword(s):  
Emerging Markets ◽  
Business Model ◽  
Word Of Mouth ◽  
Communication Channels ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Experiential Marketing ◽  
The Public ◽  
Consumption Experience

This chapter aims to contribute towards the improvement of using Experiential Marketing as a business model in Emerging Markets. This chapter also clarifies how experiential marketing fits within the Emerging marketing climate, and how to go about planning and evaluating it for best results. It provides examples focused on Emerging Markets ethics, market mix strategies, customer brand consumption experience and consumer word of mouth. The finding suggests how Experiential Marketing strategies can best utilize marketing communication channels to achieve Emerging Markets objectives. This chapter will encourage companies and brands in Emerging Markets to look into using experiential advertising in their marketing strategies. The chapter will focus on highlighting the connection between Emerging Markets and Experiential Marketing in different aspects, which then will be analyzed in order to determine how functional and successful Experiential Marketing can be. It concludes with analysis of demonstrating views from the public and experiential specialists.

A Prototype E-Business Model to Create a Competitive Advantage in SMEs

2009 ◽  
pp. 1853-1869
Author(s):  
S. Pavic ◽  
M. Simpson ◽  
S. C. Lenny Koh
Keyword(s):  
Literature Review ◽  
Competitive Advantage ◽  
Case Studies ◽  
Business Model ◽  
Organisational Culture ◽  
Business Strategies ◽  
Ict Use ◽  
The Creation ◽  
The Uk

This study explores new ways for SMEs to create a competitive advantage through the use of e-business. It examines the level of ICT use in SMEs and identifies the drivers and barriers which owners/managers face in adopting e-business. Furthermore, it explores the degree of awareness amongst SMEs of the opportunities available to them for developing their employees, their business strategies, and their attitudes toward the range of initiatives and options, on the use of e-business. Industry behaviour and organisational culture in relation to the creation of competitive advantage through e-business also are explored. Case studies and literature review are used to collect information from and about SMEs in the UK. The results of these are employed to propose a prototype business model, named CATE-b – “Competitive Advantage Through e-business.”

Compressors Asia Limited: transformation to project marketing firm?

2017 ◽  
Vol 7 (2) ◽  
pp. 1-13 ◽  
Author(s):  
Milind Trivikram Phadtare
Keyword(s):  
Business Model ◽  
Business Environment ◽  
Subject Area ◽  
Marketing Strategies ◽  
Content Type ◽  
Industrial Marketing ◽  
Mba Students ◽  
Business Environments ◽  
Market Leader ◽  
Air Compressors

Subject area Industrial Marketing. Study level/applicability MBA students and participants of MDPs. Case overview It involves marketing of air compressors in particular and industrial equipment in general. It tries to analyse strategies on the framework of market leader strategies to facilitate growth in a challenging business environment in view of the strengths and weaknesses of the firm. It aims to identify the organizational and business model changes that may be required to be implemented in transforming a firm from a marketer of capital goods to a marketer of projects. Expected learning outcomes To help students/participants evaluate and select marketing strategies for a market leader under challenging business environments as well as identify important organizational and business model changes involved in transition of any firm from selling products to selling projects. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing.

DISRUPTIVE AND PARADOXICAL ROLES IN THE SHARING ECONOMIES

2020 ◽  
pp. 2150045
Author(s):  
CHRISTINA ÖBERG
Keyword(s):  
Business Model ◽  
Risk Sharing ◽  
Sharing Economy ◽  
Peer To Peer ◽  
Informed Decisions ◽  
The Creation

The sharing economy could be said to disrupt who does what in exchanges. This paper categorises the roles played by users, providers, and platforms in different interpretations of the sharing economy. It asks: What different roles do the users, providers, and platforms play in the sharing economy? And: How do the roles differ in various interpretations of the sharing economy? The paper classifies the different interpretations based on their market/non-market logic and concludes that roles are more extensive for users and providers in non-market logic interpretations, while market logic suggests that the platform acts more roles. The user is, despite the peer-to-peer connotation of the sharing economy, often quite passive. Contributions are made to the emerging literature on the sharing economy through highlighting its many different interpretations, where roles help to systematise these. The paper furthermore contributes to the literature on roles through highlighting them as transitory and expanding beyond expectations related to digitalisation. Practically, the systematisation of roles helps to navigate among various business model designs and makes informed decisions when launching platforms in the sharing economy. Additionally, the focus on roles raises important questions on risk sharing, resource provisions, and the creation of value for each participating party.

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