The Role of Digital Marketing in Achieving Sustainable Competitive Advantage

2022 ◽  
pp. 44-60
Author(s):  
Edna Mngusughun Denga ◽  
Narasimha Rao Vajjhala ◽  
Sandip Rakshit
Keyword(s):  
Competitive Advantage ◽  
Digital Marketing ◽  
Sustainable Competitive Advantage ◽  
Business Growth ◽  
Competitive Edge ◽  
Conversion Rates ◽  
Global Companies ◽  
Digital Billboards ◽  
Day By Day

Digital marketing is a growing trend day by day, with internet marketing concepts becoming a powerful medium for digital marketing and electronic devices such as cell phones, digital billboards, tablets and laptops, portable game devices, and many gadgets that help in digital marketing. In this chapter, the role of digital marketing in assisting companies to achieve a sustainable competitive advantage was analyzed. The outbreak of the COVID-19 pandemic has put an end to companies' sales and business growth predictions, and digital marketing is no exception. Digital marketing will be at the forefront as many marketers might be looking for creative ways to sell online, reduce lead costs, increase click-through rates and conversion rates, and seek out what's new in digital marketing. This chapter focuses on understanding digital marketing concepts and how firms can achieve a competitive edge using various examples. This chapter reviews the different digital marketing concepts and strategies adopted by major global companies.

scholarly journals The Role of Virtual Teams in Increasing the Number of Innovations and Developing Competitive Advantage - Exploratory Data Analysis Study –: دور الفرق الافتراضية في تحسين الابتكار وزيادة الميزة التنافسية - دراسة تحليلية –

2021 ◽  
Vol 5 (13) ◽  
pp. 162-143
Author(s):  
Fatimah Mohamed Mahdy Fatimah Mohamed Mahdy
Keyword(s):  
Data Analysis ◽  
Research And Development ◽  
Competitive Advantage ◽  
Virtual Teams ◽  
Exploratory Data Analysis ◽  
Global Companies ◽  
Modern Business ◽  
Exploratory Data ◽  
Positive Direct

This paper attempts to discover the role that virtual teams play in increasing the number of innovations in the research and development (R&D) department in global companies, and the extent to which this affects achieving a competitive advantage for the organizations under study (SAMSUNG, LG, IBM, and Toyota). The research was based on the method of exploratory analysis of data as the method of the study, and to achieve this goal, the researcher collected data on the number of hypothetical employees assigned to the research and development department in those companies compared to investments and sales and related to the number of innovations during the period between 2009- 2016. The research was based on the method of exploratory data analysis as a method for the study and analysis of the data used. The results of the research concluded that there is a positive direct relationship between the previous variables. Virtual teams are also one of the most important modern methods used in modern business enterprises and their necessity as a result of increasing response and shifting from serial work to simultaneous and parallel work to increase innovation, which leads to an increase in the competitive advantage of these organizations. The study recommends the need to pay attention to building effective virtual teams within organizations because of their essential advantages and to overcome the most important challenges that hinder the effectiveness and success of these teams. By increasing collaboration, interaction and efficiency leadership.

The Role of Medical Tourism in Emerging Markets

2015 ◽  
pp. 89-109 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Emerging Markets ◽  
Competitive Advantage ◽  
Organizational Performance ◽  
Business Performance ◽  
Medical Tourism ◽  
Strategic Plan ◽  
Sustainable Competitive Advantage

This chapter reveals the role of medical tourism (MT) in emerging markets, give an overview of tourism, medical tourism, and emerging markets; discusses the advancement of medical tourism in emerging markets; the significance of medical tourism in emerging markets; and the characteristics of medical tourism in emerging markets. The execution of medical tourism is essential for modern organizations that seek to serve suppliers and customers, enhance business performance, reinforce competitiveness, and gain ordinary success in emerging markets. Thus, it is essential for modern organizations to consider their medical tourism applications, create a strategic plan to consistently investigate their dynamic promotion, and instantly respond to the needs of medical tourists in emerging markets. Understanding medical tourism will significantly improve organizational performance and achieve sustainable competitive advantage in emerging markets.

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.

Building New Knowledge and the Role of Synthesis in Innovation

2009 ◽  
Vol 1 (1) ◽  
pp. 13-27 ◽  
Author(s):  
Bill Burnett
Keyword(s):  
Competitive Advantage ◽  
Sustainable Competitive Advantage ◽  
New Knowledge ◽  
Big Picture ◽  
A Company

We innovate to create competitive advantage. Competitive advantage is found in new knowledge, which solves the buyer's problem. Humans create new knowledge in three ways: through Discovery - stumbling upon something that solves a problem; through Experimentation - trying different approaches to a problem until the solution is found; and through Synthesis - combining existing knowledge to create new knowledge. Today, Synthesis is the most common way we solve problems. Everyone synthesizes, but some people are extraordinarily good at it. They see the big picture, and how all the pieces fit together. Their brains have the ability to reach great mental distances to find remote metaphors which presents knowledge that turns into great solutions. Mixing your experts with people who are novice super-synthesizers can create best in class solutions and give a company a sustainable competitive advantage.

scholarly journals Effect of internal R&D activities to the accumulation of organizational technical knowledge with the mediation role of absorptive capacity to establish the innovation capability of electronic industries

2018 ◽  
Vol 154 ◽  
pp. 01059 ◽  
Author(s):  
Bambang Purwanggono ◽  
Yohana Aeria Damyana
Keyword(s):  
Knowledge Management ◽  
Competitive Advantage ◽  
Absorptive Capacity ◽  
Innovation Process ◽  
Electronics Industry ◽  
Technical Knowledge ◽  
Sustainable Competitive Advantage ◽  
Innovation Capability ◽  
The Relationship

Innovation is a strategy for the electronics industry to create a sustainable competitive advantage, in the midst of a rapidly changing environment with all its complexity. Seven AT program as an effort for PT. Hartono Istana Teknologi (Polytron) into enterprise knowledge, will accelerate the innovation process, combined with good organizational technical knowledge management. Organizational technical knowledge will be instrumental in innovation capabilities properly if there is an internal R & D activities that support and absorptive capacity as a mediator. This study reviewed the organizational technical knowledge influence to innovation capability, the influence of R & D activities to organizational technical knowledge, as well as the role of absorptive capacity as a mediator. The study was conducted by distributing questionnaires to 130 employees of PT. Hartono Istana Teknologi. Data processing was conducted using SEM. The results showed that the absorptive capacity mediate the relationship between R & D activities and organizational technical knowledge by 51%, and organizational technical knowledge affect innovation capabilities by 64%.

Expert Systems, Knowledge Development and Utilization, and Sustained Competitive Advantage: A Resource-Based Model

1998 ◽  
Vol 24 (4) ◽  
pp. 489-509 ◽  
Author(s):  
Augustine A. Lado ◽  
Michael J. Zhang
Keyword(s):  
Expert Systems ◽  
Competitive Advantage ◽  
Organizational Knowledge ◽  
Knowledge Development ◽  
Future Research ◽  
Sustainable Competitive Advantage ◽  
Sustained Competitive Advantage ◽  
Organizational Competencies ◽  
Development And Utilization

In this paper, we propose a resource-based model to explain how expert systems generate sustained competitive advantage for a firm. Speciftcally, we analyze the extent to which expert systems (ESs) exhibit the attributes of value, rareness, imperfect imitability, and non substitutability associated with a rent-generating resource (e.g., Barney, 1991). Then, we discuss how expert systems yield sustainable competitive advantage through fostering organizational knowledge development and utilization. Finally, we examine the role of ESs in engenden’ng a reciprocal, mutually enhancing relationship with organizational competencies, leading to sustained competitive advantage. Propositions are ofleered to facilitate future research.

scholarly journals INVESTIGATING THE ROLE OF KNOWLEDGE MANAGEMENT AS A TOOL FOR ENHANCING INNOVATION AND CREATIVITY IN ORGANIZATIONS

2016 ◽  
Vol 4 (4) ◽  
pp. 82-89
Author(s):  
Mahboubeh Shateri ◽  
Roya Safari ◽  
Noosha Hozhabrnejad ◽  
Hamid ShateriBaghiabadi
Keyword(s):  
Knowledge Management ◽  
Competitive Advantage ◽  
Creative Thinking ◽  
Emerging Market ◽  
Allocation Of Resources ◽  
Competitive Edge ◽  
Corporate World ◽  
Management Literature ◽  
Creativity And Innovation

According to modern management literature in the fields of innovation and creativity, it is vital for organizations to innovate to keep up with increasing competition, consumer demands and emerging market fields. Here is where the role of knowledge management is highlighted as a potential key competitive advantage. This paper brings together knowledge from various areas to show that innovation is a form of organizational advantage which can be obtained by appropriate knowledge management. Focus is made the role of knowledge management in sustaining and enhancing creativity in organizations. The simulation of creativity and the allocation of resources for creative thinking methods for employees are also of vital importance. Thus, in the current corporate world, the utilization of knowledge management as a tool for enhancing creativity and innovation will present a competitive edge for organizations.

scholarly journals Technological Innovation and Strategic Leadership Axis on Competitive Advantage of Telecommunication Enterprises

2021 ◽  
Vol 16 (9) ◽  
pp. 48
Author(s):  
erpetua S. Wanaswa ◽  
Zachary B. Awino ◽  
Martin Ogutu ◽  
Joseph Owino
Keyword(s):  
Competitive Advantage ◽  
Technological Innovation ◽  
Management Practice ◽  
Added Value ◽  
Policy Framework ◽  
Strategic Leadership ◽  
Telecommunication Industry ◽  
Sustainable Competitive Advantage ◽  
The Relationship

The study conceptualized a relationship between technological innovation and strategic leadership on competitive advantage. Technological innovation has been posited to influence performance competitive advantage however; this position has been largely tautological and hence required more empirical testing. Although implied, the role of strategic leadership in the relationship between technological innovation and competitive advantage has been largely lacking. The study, therefore, specifically sought to determine the moderating role of strategic leadership on the relationship between technological innovation and competitive advantage of large telecommunication enterprises (LTEs) in Kenya. Significant transformations have been evident in Kenya’s telecommunication industry for the last two decades, which has resulted in intense competition, and technological innovation has become the new face of competition among these firms. The target population comprised all 83 large telecommunication enterprises in Kenya and census was used. Both descriptive and inferential statistics were employed in data analysis. Strategic leadership was found to have a positive and significant influence on the relationship between technological innovation and competitive advantage. It is deduced from the findings that strategic leadership would affect the strength of the relationship between technological innovation and competitive advantage. This can be attributed to the importance of organizational leadership’s role as decision makers and key enablers of technological innovation among large telecommunication enterprises. The study presented notable implications on the policy framework, the strategic management practice, and theory implications in the telecommunication industry and beyond. At policy level, the Government of Kenya would benefit from the study by ensuring that policy makers and regulatory authorities in the telecommunication sector formulate policies that would promote technological innovation and strategic leadership for enhancing competitive advantage. Managerial practitioners may consider institutionalizing innovation and leadership by creating the requisite direction and controls that enable the emergence of innovation and value creation for sustainable competitive advantage. The study findings’ implications further extended, supported, and added value on the theories adopted by the study.

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