Profiles in workplace giving: a cluster analysis of ‘types’ of givers within a public university

This study examines public employees’ donations to a workplace giving campaign at a large public university in the south-east of the United States. First, we employed logistic regression to predict the likelihood of donating through workplace giving programmes using a sample of employees at a large public university (N = 11,726). Second, we estimated an ordinary least squares regression to identify the significant predictors of donation value with a subsample of employee donors (n=1,832). Third, we developed donor profiles (for example, clusters) of employee benefactors using K-medoids clustering. Factors such as sex, age, education and salary were significant predictors of both being a donor and the donation amount. Additionally, employment duration was significantly related to being a donor and the donation amount, while job classification only predicted being a donor. Employee donors fell into five distinct clusters. These findings contribute to our knowledge of workplace giving campaigns and can be used to develop strategic marketing campaigns.

Gamifying Cultural Heritage. Education, Tourism Development, and Territory Promotion

In recent years, communication and digital technologies have widely affected the cultural heritage sector, offering incredible opportunities to enhance the experiential value of heritage assets and improve cultural activities. Furthermore, another trend has gained significant attention: increasing users' engagement through gamification. Several studies have shown the efficacy of gamification for learning achievements, and gaming is also emerging as a useful tool for touristic objectives such as marketing, dynamic engagement with users, and audience development. This chapter aims at presenting two Italian game projects for mobile devices, created to enhance and promote the cultural offer of two peculiar territories. Game design choices, objectives, and outcomes will be discussed to highlight the benefits and limits of these tools and point out the changing practices of cultural institutions and local administrations, which are showing an increasing interest in the exploitation of video games, considering them as strategic marketing tools to promote cultural heritage and tourism.

Rhetorical history and strategic marketing: the example of Starbucks

Purpose This study aims to illustrate how firms engage in rhetorical history, i.e. “the process by which managers skillfully impose meaning on a firm’s past as a persuasive and agentic process” (Suddaby et al., 2010). The case study shows that the connection of past events to specific and schematic narratives allows external events to be appropriated and used by Starbucks as assets to achieve its organizational goals (e.g. legitimacy). Design/methodology/approach The study is based on a close reading and coding of 1,852 “stories” (2,470 pages) published by Starbucks between 2003 and 2020. Findings The authors first show that Starbucks’ language relies heavily on terms referring to temporality. The authors then highlight the organization’s efforts to assert its history, to emphasize its heritage and to inscribe itself in local and national histories. With this case study, the authors contribute to the ongoing debate on history as an organizational resource. The study shows how brands that are not necessarily “historical” can mobilize rhetorical history in their strategic marketing. Research limitations/implications This case study illustrates four heritage implementation strategies: narrating, visualizing, performing and embodying. Further research could contribute to the discussion of rhetorical history production practices, in particular how heritage elements are validated, articulated, related and adopted by organizations (Burghausen and Balmer, 2014). Originality/value The research shows that the main mechanism for constituting social memory assets does not lie in the accumulation of narratives, but in the coupling of narratives at different levels, and in the inclusion of several stakeholders within the narratives. The research also highlights that the affirmation of the historicity of the firm is a prerequisite for the constitution of social memory assets. The research shows that there are a wide variety of ways to convey historical narratives, in particular the essential role leadership plays in the rhetorical process of historicization. The research also shows that the issues of identity and legitimacy are more closely linked than previous research has suggested. In a way, rhetorical history serves strategic management as much as marketing. The porosity between the different audiences allows for a strong alignment between stakeholders, thus consolidating a competitive advantage that lies at the heart of Starbucks’ success, and which notably contributes to reinforcing its core value proposition (i.e. access to a “welcoming, safe and inclusive” third place) and its relational business model. Finally, the case shows that the mobilization of social memory assets does not necessarily lead to the use of nostalgic associations. In this case, for Starbucks, it is not a matter of cultivating memories of the “good old days” but of drawing inspiration from the past, of maintaining traditions to remain culturally relevant and of relying on these assets to project itself into the future.

LUXURY-ТЕХНОЛОГІЇ ЯК ЗАСІБ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМНИЦЬКОГО БІЗНЕСУ

The article seeks to explore the specifics of premium brands and current trends in business entrepreneurship. Managing modern Luxury business, in other words, fashion industry, and in particular designer brands as its key asset is an independent scientific and applied research issue which has gained increasing importance over the last decades. The economic crisis spurred by the COVID-2019 pandemic has become a profound turmoil for the global economy. However, according to the results of modern research studies, this situation has contributed to creating favourable environment for bringing business to a qualitatively new level which resulted in the first place in shifting much of creative business processes to a virtual domain, thus transforming fashion business into online business models. The research hypothesis is represented by the statement that a thoroughly developed and implemented marketing strategy based on Luxury technologies, as well as doing entrepreneurship-driven business including strategic marketing positioning, will facilitate a significant increase in the company market share and profits along with finding pathways to outperform the competitors, including big international market players. The purpose of this study is to substantiate the variability of making use of Luxury technology as a promising tool to boost the competitiveness of entrepreneurial ventures. The methodological framework of the research covers a branding theory – to identify the most appropriate methods to build Luxury brands, strategic marketing tools – to develop a business strategy to promote Luxury brands, portfolio and matrix approaches – to justify the positioning of Luxury brands. In addition, the study offers a matrix approach to managing designer brands, together with suggesting a better understanding of the role of a designer brand portfolio concept as the most effective business model in the area of Luxury sector management. It is argued that application of Luxury technology will help to enhance the designer brand management paradigm in both local and the global Luxury markets.

Strategic marketing to strengthen dairy production

Microenterprises that produce dairy products face problems of unfair competition, unfavorable government regulations, and under-utilization of milk derivatives. This work focuses its objective on analyzing and developing strategic marketing for the strengthening of dairy production; For this, the contributions of marketing and its relationship with dairy production are enunciated and the marketing strategies of applied products are analyzed. Through a qualitative approach, with quantitative data, in the light of a descriptive, cross-sectional method, the methodological process is developed, through which results are obtained that show the need to propose product strategies and take advantage of serum waste milk. In this sense, the elaboration of products derived from whey is proposed for their subsequent commercialization. As a conclusion, small economy companies cannot afford investments of more than 800,000.00 USD; therefore, they require alternatives such as associativity. 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A Strategic Marketing Framework for Emerging Out of the Climate Change Social Trap: The Case of the Fashion Industry

Climate change mitigation is arguably the most significant challenge of the twenty-first century. On the foundations of research on social traps by economists and behavioral scientists, this research: (1) conceptualizes the climate change social trap as the behavior of entities (firms, individuals, or social groups) favoring short-term positive consequences over long-term negative consequences of climate change for society; (2) provides a brief overview of the impact of the fashion industry on climate change; (3) develops a summary overview of research on social traps and taxonomies of solutions for social traps; (4) discusses, in detail, a strategic marketing framework built on a taxonomy developed in macromarketing; and (5) using the framework, evaluates 130 leading companies in the fashion industry with reference to their strategic marketing efforts to draw insights for emerging out of the climate change social trap. We conclude with a discussion of the implications of this research for marketing theory and practice in helping firms emerge out of social traps in general, and the climate change social trap in particular.