scholarly journals Marketing strategy in the Covid–19 pandemic: literature review

2021 ◽  
pp. 59-63
Author(s):  
A. T. Yerimpasheva ◽  
R. E. Tarakbaeva
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Crisis Management ◽  
Economic Crisis ◽  
Open Innovation ◽  
Marketing Strategies ◽  
High Tech ◽  
External Communication ◽  
New Business ◽  
Crisis Conditions

The article analyzes the pandemic period results, which can be attributed to the increased need for companies' coopetition. One of the most popular during the COVID–19 pandemic was the marketing strategy, the socalled innovative business model “coopetition”, to overcome the crisis consequences. Coopetition has become the primary marketing strategy of leading high-tech companies to achieve synergy between competitors. This model is used not only for cooperation with competing companies but also for suppliers, customers, and firms that produce additional or related products. Attention is focused on the correlation between the applied marketing innovations and the company's ability to survive in the economic crisis conditions-the relevance of undervalued marketing strategies that can be effective and efficient during the crisis increases. The literature review found that the pre-pandemic crisis management studies focused primarily on internal company reserves. Simultaneously, companies in pandemic collapse use marketing strategies that focus on external communication with competitors to overcome the crisis. The phenomenon of collabour ative competition has much in common with open innovation, where competing companies share their achievements. This strategy is aimed at expanding the market and forming new business relationships during a severe economic crisis.

The Evolution of Private Label Products in Turkey

2020 ◽  
pp. 1-16
Author(s):  
Yusuf Arslan
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Private Label ◽  
Private Labels ◽  
Developed Markets ◽  
Marketing Activities ◽  
Private Label Products

The purpose of this chapter is to reveal the recent situation in Turkey for private label products in detail and to create some insights for marketing professionals in terms of which marketing strategy to use for private labels to become more successful in the market. To reach this aim, a literature review has been made to understand the success of developed markets and to reveal the marketing strategies that would be proper to implement also in the Turkish market. Then, certain marketing strategies were proposed to the professionals in the Turkish market. One of the main solutions revealed in this study was the importance of creating premium private labels for the Turkish market. It was also understood that Turkish professionals can benefit from the successful marketing activities implemented by developed markets earlier.

scholarly journals GREEK ECONOMIC CRISIS MANAGEMENT PROGRAM AND ITS IMPACT ON PUBLIC EMPLOYEES’ EARNINGS: A CASE SERIES AND LITERATURE REVIEW

2021 ◽  
Vol 24 (2) ◽  
pp. 431-448
Author(s):  
Konstantinos Spinthiropoulos ◽  
Efthymia Tsiatsiou ◽  
Alexandros Garefalakis ◽  
Georgios Chaitidis ◽  
E. Stavropoulou
Keyword(s):  
Literature Review ◽  
Crisis Management ◽  
Economic Crisis ◽  
Case Series ◽  
Management Program ◽  
Public Employees

scholarly journals The research results of the competitive capacity of enterprises’ formation through marketing strategies

2021 ◽  
Vol 47 (1) ◽  
pp. 15-20
Author(s):  
I. Mosiichuk ◽  
K. Kashchuk
Keyword(s):  
Marketing Strategy ◽  
Product Line ◽  
Marketing Strategies ◽  
Matrix Analysis ◽  
Maximum Effect ◽  
Goods And Services ◽  
The Matrix ◽  
New Business ◽  
Marketing Analysis ◽  
Market Niche

The article points out that without a developed and functioning marketing strategy, an enterprise engaged in the production of any goods or services will not be able to withstand competition, to act effectively in accordance with market requirements. Creating a new business, merging and acquiring, developing a new market niche, narrowing or expanding the product line, choosing suppliers and partners – all these and many other decisions are made within the marketing strategy. Marketing itself is defined as the management of development, production and sale of goods and services demanded by society carries a systematic approach to solving problems of obtaining the maximum effect from sales with minimal and commercial risks. It is also stated that one of the most common methods is matrix analysis of the business portfolio. In order to assess the the company’s competitiveness, the author used the McKinsey matrix. The matrix built by the consulting firm for General Electric is considered in part. The characteristic and marketing alternatives of strategic zones on the given matrix are given. Formation peculiarities of competitive positions at researched enterprises in the kitchen market with the help of marketing strategies are revealed. As a result of the scientific researches problem’s analysis the author has come to a conclusion that both investigated firms-competitors are in a zone of selective development. While choosing a marketing strategy, it is necessary to focus on the main features of the marketing strategy, such as: long-term orientation; based on the results of strategic marketing analysis; a certain subordination in the hierarchy of enterprise strategies; the market orientation of activity (in relation to consumers and competitors) is defined, and also on need of the further scientific researches of a problem.

Recapitulation of brand anthropomorphism: An innovating marketing strategy

2020 ◽  
Vol 20 (1) ◽  
pp. 143-156
Author(s):  
Shivani Agrawal ◽  
Naval Bajpai ◽  
Utkal Khandelwal
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Evaluation Process ◽  
Marketing Strategies ◽  
Knowledge Model ◽  
Brand Relationships ◽  
Brand Evaluation ◽  
Factors Associated ◽  
Agent Knowledge

The aim of this paper is to explain anthropomorphic marketing by illustrating the factors associated with the sociality motivation , effectance motivation, and elicited agent knowledge model (SEEK). This model was designed to explain anthropomorphic tendencies of a brand, as we do not know much about why people view non-human entities as human-like. In addition, this paper also focuses on how anthropomorphic representation strategies are used by marketers in the present scenario to build strong consumer-brand relationships and how these anthropomorphic marketing strategies affect the consumer-brand evaluation process. This paper examines the anthropomorphism of the brand by examining in depth the factors related to the SEEK model and explaining the anthropomorphic patterns of the market. It shows how consumers or advertisers view, imagine, interpret and exploit a non-human entity. Consumers can evaluate an anthropomorphic marketing strategy either positively or negatively. Therefore, marketers should use this tendency to anthropomorphise any brand or a product carefully. This literature review has important implications and it provides direction for researchers, as well as advanced investigation of brand anthropomorphism.

scholarly journals International brand strategy of Taiwanese hi-tech enterprises

2008 ◽  
Vol 53 (No. 2) ◽  
pp. 83-88
Author(s):  
J. Tsai ◽  
H.-Y. Hung
Keyword(s):  
Decision Making ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
High Tech ◽  
Brand Strategy ◽  
Product Characteristics ◽  
Brand Development ◽  
Brand Marketing ◽  
Business Software ◽  
Research Findings

This paper compares two Taiwanese high-tech enterprises, Acer and Trend Micro, which choose different international brand marketing strategies due to the diverse managing types and product characteristics. The hardware products and business software sold by Acer and Trend Micro are discussed to reveal their international brand development and marketing strategy. The research findings can be provided for different enterprises for decision-making when they consider their internationalization and brand strategy.

Open Innovation in Entrepreneurships

2013 ◽  
Vol 4 (3) ◽  
pp. 1-15 ◽  
Author(s):  
Hakikur Rahman
Keyword(s):  
Time Series ◽  
Literature Review ◽  
Economic Crisis ◽  
Knowledge Economy ◽  
Open Innovation ◽  
Small And Medium Enterprises ◽  
Empirical Studies ◽  
Innovation Strategies ◽  
Medium Enterprises ◽  
Business Sectors

Efforts have been given to gain knowledge from a meager collection of empirical studies on various taxonomies of innovation and their effects on open innovation strategies for the development of entrepreneurship, despite abundance of studies and researches that are available on the broader aspect of open innovation categorization. Based on a longitudinal literature review with three time series, this study has tried to deduct patterns of innovation among business sectors, during pre-concurrent-post periods of popularization of the term ‘open innovation’, emphasizing their implications on entrepreneurship development. However, efforts have been given to emphasize on prominent taxonomies that exists among small and medium enterprises (SMEs). Thereafter, it has tried to develop a framework on taxonomies of innovation focusing the emerging knowledge economy and the prevailing global economic crisis. The paper is an exploratory literature review and assists in knowledge acquisition.

PRIMARY CARE DEVELOPMENT PROSPECTS, MARKETING STRATEGIES (LITERARY REVIEW)

Vestnik ◽  
2021 ◽  
pp. 332-338
Author(s):  
С.Х. Измайлова ◽  
М.М. Сапакова
Keyword(s):  
Primary Care ◽  
Health Care ◽  
Primary Health Care ◽  
Literature Review ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Factors Influencing ◽  
Primary Health ◽  
Development Prospects ◽  
Care Development

В данном обзоре литературы рассмотрены различные факторы, влияющие на формирование маркетинговой стратегии ПМСП, особенности медицинского маркетинга и модель первичной медико-санитарной помощи. Также представлено понятие о первичной медико-санитарной помощи (ПМСП), как о важнейшем и экономически целесообразном звене в системе здравоохранения. This literature review examines various factors influencing the formation of a marketing strategy for Primary Care, the characteristics of medical marketing and the model of primary health care. The concept of primary health care is also presented, as the most important and economically feasible links of the health care system.

Modifying the marketing strategy in the time of ‘the Great Depression’ as a factor of the economic security

2021 ◽  
Vol 17 (2) ◽  
pp. 316-336
Author(s):  
Sergei B. ZAINULLIN ◽  
Ol'ga A. ZAINULLINA
Keyword(s):  
Marketing Strategy ◽  
Crisis Management ◽  
Economic Crisis ◽  
Digital Technology ◽  
Digital Technologies ◽  
Economic Security ◽  
Marketing Communication ◽  
The Great Depression ◽  
Analysis And Synthesis ◽  
Global Threat

Subject. The 2020 economic crisis turned to be a global threat to the economic security of some corporations, industries and markets. Objectives. We evaluate the current situation when corporations are taking dip during the crisis. We also analyze new opportunities for them, examine possible modifications of the marketing strategy. Methods. The study is based on the dialectical method, a combination of historic and logic unity, structural analysis, traditional techniques for analysis and synthesis. Results. We carried out the comparative analysis of industries which happened to be the most crisis-hit. The article also provides a review of markets that demonstrate the potential for growth. We examined marketing communication mechanisms, which may modify the marketing strategy provided they are applied in a new manner and combined with digital technology. Conclusions and Relevance. The economic crisis considerably undermined the performance of certain industries. However, it revealed some important tendencies, with the timely implementation of digital technologies being the main one. The latter underlie e?commerce, which has plummeted during the crisis and will definitely continue to grow after the crisis. Digital technologies are a cornerstone for crisis management activities for the overwhelming majority of crisis-hit industries, which are trying to avoid probable bankruptcy brought by the crisis.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

High-tech business in crisis conditions: development trends of large, medium and small enterprises

2020 ◽  
Vol 18 (4) ◽  
pp. 48-58
Author(s):  
Vladislav V. Spitsyn ◽  
Alexander A. Mikhal'chuk ◽  
Anastasia A. Bulykina ◽  
Svetlana N. Popova ◽  
Irina E. Nikulina
Keyword(s):  
Small Businesses ◽  
Negative Impact ◽  
Service Industries ◽  
High Tech ◽  
Small Enterprises ◽  
Mathematical Methods ◽  
Crisis Period ◽  
Knowledge Intensive ◽  
Crisis Conditions ◽  
Medium And Small Enterprises

Leading world countries view innovative development and high-tech business as an opportunity to overcome economic stagnation and decline in economic growth. One of the modern trends in the analysis of high-tech development is the study of high-tech knowledge-intensive service industries and their development in times of crisis. The purpose of the paper is to identify patterns of development of large, medium and small enterprises in high-tech service industries in Russia during periods of crisis. Economic and economic-mathematical methods of analysis are applied to the formed samples of enterprises. The research period is 2013-2017. The financial indicators of enterprises were adjusted for the level of accumulated inflation in relation to 2013. According to results, large and medium-sized enterprises showed insignificant or weak significant positive dynamics of revenue during all years of the crisis period. The crisis period did not lead to a decrease in the revenue of these groups of enterprises. The acute phase of the crisis (2014-2015) had a pronounced negative impact on the group of small enterprises in all studied industries, but they successfully recovered in 2016-2017 and reached the pre-crisis level of revenue. The total revenue by industries and groups of enterprises in 2017 became higher than in 2013, and its growth rates were significant for many groups of enterprises, which indicates a successful overcoming of the crisis period and signs of growth in high-tech service industries. Our study shows the need for state support for small businesses in high-tech service industries in crisis conditions, and identifies the possibilities of adaptation of enterprises in these industries to an unfavorable external environment. Our results may be useful for the purposes of government stimulation of economic development in the current environment.

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