Alibaba's International Digital Marketing Practices and Strategies

2021 ◽  
pp. 80-98
Author(s):  
Sue Claire Berning
Keyword(s):  
Business Models ◽  
Online Advertising ◽  
Data Driven ◽  
Digital Marketing ◽  
Study Approach ◽  
Use Of Data ◽  
Adaptive Capabilities ◽  
Chinese Company ◽  
Main Relationship

In this chapter, the main relationship between a company's use of data-driven methods and its international digital marketing strategies are examined. In particular, the question of how data-driven methods, like consumer analytics, helped the company in its internationalization efforts are outlined. By following the case study approach, the diverse digital business models, online advertising campaigns, and international digital marketing practices of the Chinese company Alibaba are investigated. As China's e-commerce market currently became one of the most dynamic ones in the world, and as Alibaba is one of the leading internet and e-commerce corporations worldwide, valuable insights are provided. Moreover, Alibaba's international digital marketing practices, underlying strategies, as well as adaptive capabilities are systematically analyzed. In addition, Alibaba's competitive behavior is investigated and compared with international companies and peers. In this context, the standardization versus adaptation paradigm is also revisited.

scholarly journals Data-Driven Campaigning in the 2015 United Kingdom General Election

2017 ◽  
Vol 22 (3) ◽  
pp. 294-313 ◽  
Author(s):  
Nick Anstead
Keyword(s):  
United Kingdom ◽  
The United States ◽  
General Election ◽  
Data Driven ◽  
British Politics ◽  
Use Of Data ◽  
The Uk ◽  
Depth Interviews

While we know something of data-driven campaigning practices in the United States, we know much less about the role of data in other national contexts. The 2015 United Kingdom General Election offers an important case study of how such practices are evolving and being deployed in a different setting. This article draws on thirty-one in-depth interviews with political practitioners involved in the use of data for six major UK parties and electoral regulators. These interviews are employed to explore the perceived importance of data in contemporary British campaigns, to understand the data-based campaign techniques being used by UK parties, and to assess how data-driven practices are interacting with the preexisting institutional context of British politics. Going beyond the specifics of the UK case, this study raises questions about the comparative, theoretical, and normative dimensions of data-driven politics.

scholarly journals Data-driven Application of PHM to Asset Strategies

2018 ◽  
Vol 10 (1) ◽  
Author(s):  
Sarah Lukens ◽  
Matt Markham
Keyword(s):  
Data Analytics ◽  
Failure Modes ◽  
Health Management ◽  
Data Driven ◽  
Work Processes ◽  
Industrial Companies ◽  
Use Of Data ◽  
Reliability Centered Maintenance ◽  
Daunting Challenge

There are many benefits from implementing a prognostics and health management (PHM) initiative in an industrial facility, such as realizing potentials from reducing unplanned downtime and increased asset efficiency. Many industrial companies would like to take advantage of PHM technologies and algorithms to meet their business objectives, but identifying how to get started can be a daunting challenge. The classical approach is to begin with a Reliability Centered Maintenance (RCM) program supported by failure modes and effects analysis (FMEA) where all possible failure modes, their risks, and mitigating actions are evaluated in the context of asset function. In this framework, application of PHM technologies is viewed as a maintenance strategy effective at mitigating certain failure modes in specific cases that are both feasible and costeffective. However, there are many challenges and limitations to traditional RCM where data-driven analytics embedded in these work processes can help overcome and/or automate. On the other hand, the use of data-driven approaches introduces new challenges surrounding available data, data quality, and identifying numerical methods that are scalable across large datasets. In this paper, we present a case study applied to historical maintenance data for identifying and prioritizing where to start a PHM initiative, and discuss the work processes and various challenges encountered when embedding data analytics in classical reliability approaches.

scholarly journals Data driven parametric design

2011 ◽  
Vol 2 (7) ◽  
pp. 49
Author(s):  
Ferdinand Facklam ◽  
Felipe Pecegueiro do Amaral Curado
Keyword(s):  
Design Process ◽  
Parametric Design ◽  
Digital Fabrication ◽  
Geometric Shape ◽  
Data Driven ◽  
Systematic Procedure ◽  
Use Of Data ◽  
Sensory Process

The focus of this paper is that we want to give a brief introduction about the idea of Parametric Design (PD) and the use of data to inform the design process. The digital fabrication is not covered in detail in this document. In the case study “Live Building” explains a sensory process. The project shows how to collect data, transformed and transported into a shape. Innovation is not only the approach of the draft, but the systematic procedure and the resulting diversity of solutions. The search for the geometric shape and the key to the concept will be answered in detail.

scholarly journals EXPLORATORY FAVORABILITY CLASSIFICATION USING WEIGHTS OF EVIDENCE: A CASE STUDY IN SERGIPE-ALAGOAS BASIN, BRAZIL

2016 ◽  
Vol 34 (1) ◽  
pp. 33
Author(s):  
Bernardo Faria de Almeida ◽  
Renato Lopes Silveira ◽  
Elaine Maria Lopes Loureiro ◽  
Edilson Fernandes de Arruda
Keyword(s):  
Essential Elements ◽  
Weights Of Evidence ◽  
Data Driven ◽  
Mineral Potential ◽  
Petroleum Systems ◽  
Use Of Data ◽  
Geological Information ◽  
Weights Of Evidence Methodology ◽  
Areas Of Interest

ABSTRACT. This article discusses the importance of the favorability evaluation, proposed in data-driven mineral potential maps (MPM), for decision-making in exploratory activities of petroleum and natural gas. We consider geophysical and geological information as evidences that define the essential elements of a petroleum system. We assess such evidences by means of weights of evidence methodology, which makes use of data coming from hydrocarbon discovering wells. We apply the proposed assessment in a case study in Sergipe-Alagoas and employ the results to classify areas of interest in different favorability levels. Keywords: petroleum systems, favorability maps, mineral potential maps, Sergipe-Alagoas basin. RESUMO. Este artigo discute a importância da avaliação de favorabilidades propostas em mapas de potencial mineral, baseados em dados (data-driven), para as tomadas de decisões em atividades exploratórias de petróleo e gás natural. Nós consideramos as informações geológicas e geofísicas como evidências que definem os elementos essenciais de um sistema petrolífero. Avaliamos as evidências através da metodologia de pesos de evidências (weights of evidence), a qual faz uso de dados obtidos a partir de poços descobridores de hidrocarbonetos. Aplicamos a avaliação proposta em um estudo de caso na bacia de Sergipe-Alagoas e empregamos os resultados obtidos para classificar a área de interesse em diferentes níveis de favorabilidade. Palavras-chave: sistemas petrolíferos, mapas de favorabilidade, mapas de potencial mineral, bacia de Sergipe-Alagoas.

scholarly journals Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies

2020 ◽  
Vol 12 (3) ◽  
pp. 1003 ◽  
Author(s):  
Jose Ramon Saura ◽  
Pedro Palos-Sanchez ◽  
Beatriz Rodríguez Herráez
Keyword(s):  
Business Models ◽  
New Technologies ◽  
Online Advertising ◽  
Sustainable Growth ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Ecosystem ◽  
Internet Users ◽  
New Business ◽  
New Business Models

In recent years, digital marketing has transformed the way in which companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the Internet has given rise to new business models based on the bidirectionality of communication between companies and Internet users. Digital marketing, new business models, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies have started to see the digital ecosystem as not only their present, but also as their future. From this long-term perspective, companies are concerned about sustainability and the growth of their business models. There are new business models on the Internet that support social causes, new platforms aimed at supporting social and sustainable projects, and digital advertising campaigns promoting sustainability. The overarching aim of this Special Issue was to analyze the development of these new strategies as well as their influence on the sustainability of digital marketing strategies. Therefore, we aimed to analyze how companies adopt these new technologies in a digital environment that is increasingly concerned with the sustainability of business models and actions on the Internet.

Tourism to serve culture: the evolution of an Aboriginal tourism business model in Australia

2020 ◽  
Vol 75 (4) ◽  
pp. 663-680
Author(s):  
Pascal Scherrer
Keyword(s):  
Business Model ◽  
Business Models ◽  
Intergenerational Learning ◽  
Market Demand ◽  
Case Study Methodology ◽  
Content Type ◽  
Study Approach ◽  
Start Up ◽  
Indigenous Tourism

Purpose This paper aims to track the evolution of an innovative Aboriginal tourism business model with deliberate social and community enterprise objectives in a remote setting. Design/methodology/approach It adopts an in-depth exploratory case study approach to discover key characteristics of an emerging tourism enterprise. The qualitative data sources include publically available planning, promotional and organizational materials, in-depth interviews with key informants and on-site observations. Yunus et al.’s (2010) social business model provides the framework for the case analysis. Findings Findings highlight the gradual deepening of Indigenous engagement – from simply providing a place for a non-Indigenous tourism business – to running a fully Indigenous-controlled, staffed and themed on-country tourism business. Complementing existing non-Indigenous tourism experiences reduced the need for start-up infrastructure and market recognition, thus reducing business risk for the Traditional Owners. Despite substantial changes in the business structure in response to political and maturation factors, the core motivations seemed to remain strong. The business model facilitates value creation to stakeholders in varying ways. Research limitations/implications The contextual nature of Indigenous tourism reflects limitations of qualitative case study methodology. Practical implications The resulting business model provides a contextually appropriate structure to engage in tourism for achieving cultural and societal goals. It mitigates against the identified risk of low market demand for Indigenous tourism experiences by connecting with established non-Indigenous tourism products, while also allowing for product offering independent thereof. Social implications Social benefits are high and have potential for replication in similar contexts elsewhere. Originality/value The paper contributes to the emerging research on culturally appropriate business models in Indigenous tourism contexts and validates a strategy to overcome low demand. It offers a model that for the tourist facilitates a sustainable experience which enables co-production while for the hosts fosters community resilience, intergenerational learning and improved livelihoods. The case highlights opportunities for further research into the interrelationship, dependencies and thresholds between the social and economic profit equations, particularly in the context of the culture conservation economy.

EXPLORATORY FAVORABILITY CLASSIFICATION USING WEIGHTS OF EVIDENCE: A STUDY CASE IN SERGIPE-ALAGOAS BASIN, BRAZIL

2016 ◽  
Vol 34 (1) ◽  
Author(s):  
Bernardo Faria de Almeida ◽  
Renato Lopes Silveira ◽  
Elaine Maria Lopes Loureiro ◽  
Edilson Fernandes de Arruda
Keyword(s):  
Essential Elements ◽  
Weights Of Evidence ◽  
Data Driven ◽  
Mineral Potential ◽  
Petroleum Systems ◽  
Use Of Data ◽  
Geological Information ◽  
Weights Of Evidence Methodology ◽  
Areas Of Interest

ABSTRACT. This article discusses, in the case of petroleum and natural gas exploration, the importance of the favorability evaluation, proposed in data-driven mineral potential maps (MPM), for decision-making in exploratory activities. We consider geophysical and geological information as evidences that define the essential elements of a petroleum system. We assess such evidences by means of weights of evidence methodology, which makes use of data coming from hydrocarbon discovering wells. We apply the proposed assessment in a case study in Sergipe-Alagoas and employ the results to classify areas of interest in different favorability levels.Keywords: petroleum systems, favorability maps, mineral potential maps, Sergipe-Alagoas basin.RESUMO. Este artigo discute, para o caso de exploração de petróleo e gás natural, a importância da avaliação de favorabilidades, propostas em mapas de potencial mineral baseados em dados (data-driven ) para as tomadas de decisões em atividades exploratórias. Nós consideramos as informações geológicas e geofísicas como evidências que definemos elementos essenciais de um sistema petrolífero. Avaliamos as evidências através dametodologia de pesos de evidências (weights of evidence ), a qual faz uso de dados obtidos a partir de poços descobridores de hidrocarbonetos. Aplicamos a avaliação proposta em um estudo de caso na bacia de Sergipe-Alagoas e empregamos os resultados obtidos para classificar a área de interesse em diferentes níveis de favorabilidade.Palavras-chave: sistemas petrolíferos, mapas de favorabilidade, mapas de potencial mineral, bacia de Sergipe-Alagoas.

Methodological Case Study Approach for Detecting Business Model Enablers in Copycat Ventures

2021 ◽  
Vol 11 (4) ◽  
pp. 35-54
Author(s):  
Christian Haertel ◽  
Matthias Pohl ◽  
Sascha Bosse ◽  
Robert Häusler ◽  
Abdulrahman Nahhas ◽  
...  
Keyword(s):  
Business Model ◽  
Success Factors ◽  
Business Models ◽  
Case Study Research ◽  
Case Study Approach ◽  
Risk Variant ◽  
Study Approach ◽  
Business Model Canvas ◽  
Methodical Approach

The approach of copying business models to create a successful company is discredited as non-innovative and propagated as a low-risk variant of entrepreneurship although a simple so-called copycat would only increase competition in the market and not guarantee success. Hence, the question of which characteristics of a business model enable success of such developed businesses arises. This paper presents a methodical approach to the analysis of enablers in business models based on case study research. With the validation of the approach using the business model canvas, a study among e-commerce companies is conducted, and success factors for copycats are identified. The methodological concept can also be applied to other industries and can deliver detailed results using more complex business model tools.

Young Ideas to Improve Organizational Resilience in Turbulent and Changing Environments

2020 ◽  
pp. 1-27
Author(s):  
Diego R. Toubes ◽  
Noelia Araújo-Vila ◽  
Arthur Filipe de Araújo
Keyword(s):  
Organizational Resilience ◽  
Luxury Goods ◽  
Study Approach ◽  
Changing Environments ◽  
Generation Z ◽  
Adaptive Capabilities ◽  
Business Administration Students ◽  
The Subject ◽  
Resilience Capacity

To survive and remain competitive in a constantly changing environment, companies need to develop adaptive capabilities, that is, to become more resilient. Some authors argue that including young employees in the company's decision-making process contributes to enhance their organizational resilience. The present study aims to further investigate this assumption through a case study approach. To this end, 18 Generation Z Business Administration students form several European countries were familiarized with the processes of a luxury goods company and requested to propose solutions to five real challenges that affect the segment. In the presented solutions, they showed potential to enhance each of the dimensions of resilience according to the main conceptualizations of the subject. The findings suggest that companies should invest in attracting, training, and empowering young talents to make decisions in order to enhance their resilience capacity. Future studies should further investigate the topic through explanatory approaches in order to reach a more reliable understanding.

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