Methods of digital marketing positioning in the global civil passenger aircraft market

Under conditions of intense competition, the creation of new products and their promotion to the market requires marketing support. The central element of marketing innovation management is marketing positioning. In contrast to the methodological aspect, there is almost no procedural component of positioning in scientific works and publications. Moreover, due attention is not paid to the issues of market segmentation and the allocation of the competitive advantage of such high-tech products as civil aircraft. This determines the relevance of the task of developing a procedure for marketing positioning within the framework of managing the product offer of the aircraft industry enterprises. From the standpoint of a systematic approach, the necessity of studying the adjacent air transportation market is reasonable, as well as the analysis of the correlation of its segmentation with the allocation of target segments of the aircraft market. When conducting a competitive analysis, we propose to consider the market position not only of certain types of civil aircraft, but also of aircraft families. Modeling marketing management shows the role of positioning in the processes of creating, manufacturing and operating aircraft. A distinctive feature of the procedure is the proposed stage of evaluating the effectiveness of the selected product position implementation, which allows us to analyze the feasibility of marketing decisions throughout the product life cycle. Special attention is paid to the issues of information support. The research results presented here reflect the specifics of the marketing activities of aviation industry enterprises and contribute to the development of the conceptual foundations of industrial marketing.

Serial crowdfunding in start-up development: a business network view

Purpose Even though the crowdfunding (CF) literature is rapidly reaching its maturity phase, the topic of serial CF (i.e. the participation in more than one CF campaign) is as much promising as still largely under explored. This study thus aims to offer a thorough view of the dynamic and complex processes characterizing the participation of the start-ups to more than one campaign adopting a business network perspective. Design/methodology/approach In line with an explorative research aim, a multiple case study analysis is performed by taking into consideration four start-ups engaged in more than one CF campaigns with different combinations of equity and non-equity CF, adopting the actor–resource–activity (ARA) model as theoretical framework. Findings Multiple CF campaigns are embedded in the overall changing startup’s network and are affected by the concurrent and overlapping startup’s development processes. From this standpoint, the adoption of the ARA model suggests to reconsider the “serial” dimension of multiple CF campaigns. These processes can be more or less “linear” as they could be affected by the combination of CF schemes and by the degree of alignment of actors, activities and resources, whose “assembly” can be facilitated by learning processes and impaired by unexpected circumstances. Originality/value This paper explores in depth the startup’s serial CF journey, building on recent studies calling for stronger analyses of the directions and outcomes of innovative funding trajectories pursued and implemented by new business ventures. From this standpoint, to the best of the authors’ knowledge, this is the first study to consider a complete spectrum of combinations between CF schemes within serial CF, thus allowing for a better understanding of the role of such a factor within a dynamic and contextual view, that is, that offered by the business network perspective. This paper also contributes to the Industrial Marketing and Purchasing research on start-ups.

Ethical marketing strategies: the unique Nash equilibrium

Purpose Can industrial marketers afford to choose unethical strategies? To answer this question, this study aims to use game theory to analyze whether an industrial marketer choosing and implementing an unethical strategy is successful in maximizing her market share across her strategies. Design/methodology/approach The competition between two industrial marketers is modeled as a strategic game for the market share of a product that is identical in all attributes except the production process. Each industrial marketer’s objective is to choose to implement either the ethical or the unethical production process to maximize her market share. Findings The study finds that both industrial marketers choosing to implement ethical strategies is the unique Nash equilibrium of the game. That is, an industrial marketer choosing to implement an unethical strategy in the production process will be unsuccessful in maximizing her market share when both the industrial marketers are rational. Research limitations/implications The study contributes to the literature on industrial marketing ethics, particularly that on product ethics, by showing that industrial marketers gain market share if they choose ethical strategies. Practical implications The study has implications for industrial marketing executives, as organizational consumers are increasingly aware of the strategies of industrial marketers. Failure to implement ethical strategies will cause industrial marketers to forgo their best possible market shares. Originality/value This study’s novelty lies in using a game theoretic approach to demonstrate the positive implications of ethical strategies for industrial marketers.

Industrial dynamics and economic growth in health-care context. Evidence from selected OECD countries

Purpose The economic shock posed by the current COVID-19 outbreak brought out a worldwide public health emergency with a close relationship between the industrial marketing practices, the health level of society and its economic development. The purpose of this study is to analyse the industrial dynamics in health care and their impact on economic growth and health status. Design/methodology/approach To empirically investigate the relationship between growth and health, the authors use a data set drawn from 29 selected Organisation for Economic Co-operation and Development (OECD) countries over the period 2000 and 2019. Using panel regressions, the authors investigate the impact of the health-care industry measured in terms of health status, health expenditure, sales on pharmaceutical products, the number of persons working in health care and the coverage by private health insurances. Fixed effect and random effect regressions are used to estimate this model. Findings Overall, the results are suggestive of a nexus between the industrial marketing dynamics of health-care context and economic growth – both interacting and improving each other. As the quality of the health-care market enhances, the economy grows richer and the health status of the population improves considerably. Practical implications To support health-care markets in OECD countries, health policymakers need to formulate a long-term industrial health policy that addresses all the social and individual determinants of health. Originality/value To the best of the knowledge, this is the first study to provide a better understanding of the relationship between health-care industrial dynamics and economic growth in OECD countries along different dimensions.

Network interactions for pharmaceutical market access: findings from an explorative research

Purpose The purpose of this paper is to investigate pharmaceutical market access (MA) and the interaction between the pharmaceutical company and other business and non-business actors (NBAs) involved in the MA of ethical drugs, to identify the main categories of actors, their role for MA and the content of the interaction, adopting an industrial marketing approach. Design/methodology/approach A qualitative interpretivist approach is adopted, with interviews as the primary data collection method: 36 interviews have been conducted with 16 key informants from the pharmaceutical industry. Findings The findings of this study reveal that (i) MA can be seen as a relational-driven activity with specific features owing to the highly regulated nature of the pharmaceutical industry, (ii) there is a multiplicity of business, and NBAs involved in the MA activities with whom pharmaceutical companies interact to acquire knowledge, legitimacy and make MA timely and effective, and (iii) the interaction with each category of actors has specific content. Originality/value This paper advances the debate on the marketing and management of pharmaceutical companies by emphasizing the importance of MA and the need to conceptualize it according to an industrial marketing perspective, revealing the interdependencies among actors for MA and the content of the interaction. It also contributes to the industrial marketing literature that has recently stressed the importance of NBAs as part of the extended business network of a company by identifying different categories of actors, their role in terms of knowledge and legitimization and the features and the trade-off of the extended business network in highly regulated markets.

Envisioning the challenges of the pharmaceutical sector in the Indian health-care industry: a scenario analysis

Purpose This study aims to access, analyze and highlight opportunities and problems of the Indian pharmaceutical sector in the broader national health-care industry. The recent changes in the field, at the institutional and corporate levels, have placed India in the spotlight of the global pharmaceutical market, but several threats and weaknesses could limit this expansion. Design/methodology/approach Descriptive and inferential analyses have been based on empirical data extracted from authenticated data sources. Subsequently, a narrative strengths, weaknesses, opportunities and threats analysis was performed based on the results of prior investigations and on qualitative data that were retrieved from a marketing intelligence examination to generate an overall scenario analysis. Findings Indian pharmaceutical companies have faced several challenges on various fronts. In the home market, drug prices are controlled by the drug price control order; therefore, there is strong pressure on revenues and subsequently on costs. In the international market, threats derived from pharmaceutical multinational companies are emerging as tough obstacles to overcome. Practical implications More focus on patents for innovative drugs is required, instead of concentrating primarily on generic drugs. There is a need for policymakers to work on the sustainability and development of the industry, while the companies must redesign their orientation toward enhancing innovation capabilities. In addition, at the level of corporate strategy, firms should establish collaborations and alliances and expand their industrial marketing vision. Originality/value This study provides a global overview of the potential growth and development of the Indian pharmaceutical sector, comparing it with internal trends and external competition. The most relevant contribution of the research relies on the shift to innovative production that Indian companies must adopt (after years of focusing only on generic drugs), and in this vein, appropriate industrial marketing solutions are indispensable.

A digitalizáció és a vevőkapcsolatok kölcsönhatása – egy szerződéses gyártó példáján keresztül

A TANULMÁNY CÉLJA Általánosan elfogadott, hogy a digitalizálás befolyásolja az üzleti kapcsolatokat, következésképpen a vevőkapcsolatokat is. Kevésbé ismert azonban, hogy hogyan történik ez a befolyás. Továbbá, vajon a vevőkapcsolatok befolyásolják-e a digitalizációt? Tanulmányunk célja, hogy a szerződéses gyártás területén feltárja a digitalizálás és a vevőkapcsolatok közötti összefüggéseket. Feltáró kutatásunkban két kutatási kérdésre keressük a választ: 1) Milyen hatással van a digitalizáció a vevőkapcsolatokra? 2) Hogyan befolyásolják a vevőkapcsolatok a digitalizációt? ALKALMAZOTT MÓDSZERTAN Kutatásunk keretében esettanulmányt készítettünk és elemeztünk a Videoton Electronic Assembly Services (VEAS) vállalatról és vevőkapcsolatairól. A digitalizáció és a vevőkapcsolatok kölcsönhatását az Industrial Marketing and Purchasing (IMP) Group megközelítésével, az üzleti kapcsolatok funkcióin keresztül elemeztük. Az IMP elmélet szerint az üzleti kapcsolatok funkciói három szinten, azaz vállalati, kapcsolati és hálózati szinten jelentkeznek. LEGFONTOSABB EREDMÉNYEK A vevőkapcsolatokat, az üzleti kapcsolatok funkciói szerint vizsgálva azt találtuk, hogy a vállalati szinten tulajdonképpen az egyes vállalati tevékenységeket szükséges digitalizálni (pl. HR, pénzügy), illetve, hogy a HR egyik fontos feladata a munkaerő „digitális átállítása”. Az üzleti kapcsolat szintjén a vevői elvárásokra adandó rugalmas válaszok különböző szintű és típusú digitális megoldásokat igényelnek. A hálózati szinten, a digitalizáció meglévő szintje az új vevőkapcsolatok kialakításának lehetőségét hordozza magában. Megállapítható, hogy a vevőkapcsolatok és a digitalizáció egyfajta „húzd meg, ereszd meg” szituációban vannak, azaz a vevői igények sokfélesége, a vállalat oldaláról pedig az ezeknek való megfelelés lehetősége jelenti a digitális megoldások kulcskérdését. GYAKORLATI JAVASLATOK Menedzseri szempontból kutatásunk fontos tanulsága, hogy amennyiben a digitális átállás során, a menedzserek tudatában vannak és odafigyelnek a digitalizáció és a vevőkapcsolatok kölcsönhatásaira, jobban össze tudják hangolni a vállalati célokat a vevői elvárásokkal a megfelelő digitális megoldásokat alkalmazva. Ez azt jelenti, hogy a menedzsereknek tekintettel kell lennie a digitalizáció különböző típusaira (Pagani & PardO 2017) és a vevőkapcsolatok különböző hatásaira, vállalati, kapcsolat és hálózati szinten egyaránt.

FACTORS INFLUENCING VALUE CREATION ON BRAND TRUST IN HOTEL BUSINESS: CASE STUDY OF 3-, 4- AND 5-STAR HOTELS IN INDONESIA DURING THE COVID-19 PANDEMIC

This research investigates the society or guests’ perception of the value creation and brand trust, and aims to examine the effect of value creation on brand trust in 3-, 4-, and 5-star hotels in Indonesia during the COVID-19 pandemic. This research adopted the quantitative method and used probability sampling to determine the sample size. The data were collected using questionnaires via Google Forms and also distributed to respondents who had stayed in 3-, 4-, and 5 star hotels in Indonesia during the COVID-19 pandemic with a total respondents of 99 people. Hypotheses were tested and the findings suggest that value creation has a significant impact on brand trust. The results suggested that hotel brands in Indonesia need to create values that are appreciated by the society as a whole and hotel guests. However, hotel brands in Indonesia still need to improve their creations of value to further boost brand trust for hotel brands in Indonesia in order to improve the hotel performance. The development of a business-oriented analytical framework that aids practitioners in assessing and approaching the opportunities posed by value creation on brand trust is further discussed in the study.The paper introduces an analytical and fresh perspective on value creation and brand trust particularly in a hotel industrial marketing context.

Strategy for e-Marketing

Marketing is the group of various activities and techniques which are helping people to purchase a particular product and these various activities initiates from targeting markets and ends with the after sales service to the customers. All these activities includes communicating the value of the product, service or brand to the customers, for the purpose of promoting or selling that product, service, or brand. Marketing techniques which starts with choosing target markets through market analysis and market segmentation, and analyzing the consumer behavior and advertising a product's value to the customer. In conventional style of trading and business the concept of marketing was used to take in different meaning, but with the passage of time with the advancement of science & Technology, the concept of marketing has changed to the great extent Marketing satisfies these needs and wants through exchange processes and building long-term relationships. Recent approaches in marketing include relationship marketing with focus on the customer, business marketing or industrial marketing with focus on an organization or institution and social marketing with focus on benefits to society.[4] New forms of marketing also use the internet and are therefore called internet marketing or more generally e-marketing, online marketing, "digital marketing", search engine marketing, or desktop advertising. It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail, wireless media as well as driving audience from traditional marketing methods like radio and billboard to internet properties or landing page.