Knowledge Integration and Disruptive Innovation Product Development: Case Studies of Company A

Because of the energy crisis, companies started developing electric vehicles. Company A, as a new entrant, successfully developed a disruptive innovation of the world’s first high-performance, zero emissions, and two-wheeled electric scooter. As disruptive innovation is frequently discovered in the combination of different industrial technologies, company A is comprised of high-tech and traditional industry resources and knowledge. This study aims to explore the process of heterogeneous industry knowledge integration in the traditional motorcycle manufacturing industry by a case study of company A. Following qualitative research method, this study concludes four main findings in product development: (1) organizational knowledge integration is identified to mitigate the impact of functional conflict; (2) design validation knowledge integration is identified to set the standard for pioneer product strategy; (3) internal and external engineering knowledge integration is identified to realizes the goal of pioneer product strategy; (4) product validation knowledge integration is identified to coordinate the flexible planning process.

ANALISIS KEBERADAAN BRANDING DALAM MENUNJANG DIGITAL MARKETING PADA USAHA MINA GIRI

Tujuan penelitian ini adalah (1) untuk menganalisis strategi pemasaran produk melalui branding yang dilakukan Usaha Mina Giri, dan (2) untuk mengetahui kendala-kendala pemasaran produk Mina Giri. Penelitian ini dilakukan sebagai bentuk aktualisasi peran peneliti dalam menyikapi problematika yang dihadapi UMKM dalam strategi memasarkan suatu produk. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Teknik pengumpulan data yang dilakukan ialah melalui observasi, wawancara, dokumentasi, dan triangulasi data. Hasil penelitian ini menunjukkan bahwa dibutuhkan adanya peranan dalam meningkatkan branding untuk menstimulus proses pemasaran produk. The purpose of this study were (1) to analyze the product marketing strategy through branding carried out by Mina Giri business (2) to determine the constraints of marketing Mina Giri products. This research was conducted as a form of actualizing the role of researchers in addressing the problems faced by MSMEs in marketing a product strategy. This study uses a qualitative method with a descriptive approach. Data collection techniques used are through observation, interviews, documentation, and data triangulation. The results of this study indicate that a role is needed in increasing branding to stimulate the product marketing process.

PLUMMETING CONSUMERS' BRAND SWITCHING BEHAVIOUR USING A HOLISTIC PRODUCT STRATEGY IN THE ZIMBABWEAN COLA INDUSTRY

The study was driven by the need to elevate consumers’ switching costs so as to minimise consumer churning behaviour. The purpose of this study was to examine the effect of the product strategy on consumers’ brand switching intention behaviour. A marketing orientation of managing a product from a holistic approach was adopted and that was informed by previous theoretical modelling. The study followed a quantitative approach in the cola industry in Zimbabwe. Data was collected using questionnaires from a sample size of 432 respondents. Structural Equation Modeling (SEM) - Amos Graphics was used to analyse data. The study confirmed that a holistic approach to product strategy is statistically significant in minimising churning behaviour of customers. Product availability and product quality were inversely influencing behavioural intention to switch brands whilst product price recorded a significant positive impact. Product range had an insignificant association with consumer attrition. The study concluded that consumers’ switching behaviour can be managed through a well implemented product strategy. To plummet brand switching behaviour, the study recommends effective product pricing, effective product distribution and improvements in product quality.

The Role of Brand Loyalty & Image Development Integrated with Brand Awareness, Service Quality, Product Strategy & Price Strategy: An Persfective Asia

Loyalty consumers of a brand are a central part of sales, and it has forced a company in the form of goods & services to evaluate its performance. Thus, a company strives to always have customers who have high brand loyalty in order to remain excess in the competition. However, the implementation is not as easy as the implementation, the competition is very hard, still, sudden and unexpected at this time does not automatically leave the old pattern of service to consumers can be abandoned. This shows that most goods and service companies are internally slow in implementing sales theory which results in loyal customers still far from expectations. This study aims to examine how factors such as brand awareness, service quality, product strategy and price strategy affect corporate image and brand loyalty of corporate organizations in the form of goods & services located in developing countries. The findings from the structural equation model analysis tested by end users consisting of 187 (one hundred and eighty seven) selected consumers in Eastern Indonesia prove that the application of sales theory in terms of brand awareness, service quality, product strategy and price strategy has a significant & positive impact on image, company and brand loyalty. This research underlies the importance of having a customer base that has high brand loyalty which can increase trade, attract new customers and the company quickly responds to competitors' movements for other evaluations and for future competitive advantages.