External Interfaces or Internal Processes? Market Positioning and Divergent Professionalization Paths in Young Ventures

We explore how the initial market positioning of entrepreneurial ventures shapes how they professionalize over time, focusing specifically on the development of functional roles. In contrast to existing literature, which presumes a uniform march toward professionalization as ventures scale and complete developmental milestones, we advance a contingent perspective, distinguishing between the development of external interface functions (marketing & sales and customer development) and internal process functions (accounting, human resources, and finance). Specifically, we argue that positioning in an unconventional market space raises demand for external engagement that focuses ventures’ attention and resources toward developing external interface roles. At the same time, such unconventional ventures are less apt to elaborate their internal process roles relative to more conventional peers. We test these predictions using a novel longitudinal data set on the internal organizations of 3,748 U.S.-based entrepreneurial ventures. In contrast to common assumptions of convergent professionalization, our theory and findings advance the perspective that ventures pursue divergent professionalization paths based on their initial market positioning as they scale up.

Speaking of business ethics: Bourdieu and market morality as a discursive practice

While communication of business ethics has increased in importance, it is often understood as being more of immaterial than material value. However, recent studies have demonstrated that language and communication can have important social consequences, changing institutional logics and daily practices in economic fields. This conceptual paper explores how sociologist Pierre Bourdieu’s theory of practice can help us understand how market morality as a discursive practice for value formation is subject not only to linguistic exchange but also market positioning and economic value. The paper offers an inter-disciplinary view of business ethics in combination with socio-linguistics, contributing with propositions for how moral language serves as a currency for business ethics, providing implications for future studies of business ethics as a socio-economic practice.

Development of empirically based customer-derived positioning taxonomy for consumer electronics sector in the Indian emerging market

PurposeAn Indian emerging market positioning taxonomy has been developed in response to the literature review's findings that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and are only developed for advanced countries.Design/methodology/approachThis study employs a three-step process for developing and validating a scale in order to conduct its research. In the first phase, items are generated and selected based on a literature review, focus groups and expert opinion. Exploratory factor analysis is used to fine-tune the scale in the second phase. Phase 3 uses CFA to establish convergent, discriminant and nomological validity through the use of CFA.FindingsA consumer-based taxonomy of positioning strategies were developed as a result of the research. Six distinct positioning strategies emerged that was named (1) Value for Money, (2) Functional (3) Premiumisation, (4) Promotional Campaign, (5) Brand Name (6) Visual Aesthetics.Research limitations/implicationsDeveloping and validating measurement scales will be made easier with the help of this paper. Target populations, industry and geography selection and a cross-sectional time horizon are just a few of the study's drawbacks.Practical implicationsThe study's practical implications include six factors/strategies that managers, advertising executives and marketing experts of consumer electronics companies in the Indian emerging market could use to position their products, resulting in the overall success of their organisations.Originality/valueThis study adds to the marketing literature by providing a solid theoretical foundation and a validated instrument for operationalising positioning strategies.

PASAR DAN PEMASARAN

Dalam suatu pasar terdapat berbagai macam pembeli dengan Kebutuhan dan perilaku yang berbeda-beda. Oleh karena itu, sangat sulit bagi Suatu produk untuk menguasai pasar secara keseluruhan. Strategi yang umum Ditempuh adalah memilih segmen pasar tertentu yang dapat memberikanKedudukan yang paling kuat bagi produk bersangkutan. Strategi ini yang Disebut dengan market positioning. Menarik konsumenmelakukan pembelian, maka perusahaan harus bisa menerapkan suatu strategi pemasaran yang tepat sesuai dengan kondisi pasar yang dihadapi. Keberhasilanstrategi pemasaran dipengaruhi oleh beberapa faktor yaitu riset dan analisis pasar,keputusan tentang produk, penetapan harga, promosi, dan distribusi. Agar produkyang dipasarkan dapat berhasil, maka perusahaan harus menggunakan konsep pemasaran yang meliputi manfaat, mutu atau kualitas dan kepuasan antarakebutuhan dengan keinginan.

ASPEK PEMASARAN

This study analyzes the aspects of market, marketing, and finance of the small business of traditional snack industries. Analysis on these aspects is required in order to determine the feasibility of business development of small business of traditional Bangka snack industries. This study uses quantitative and qualitative analysis to analyze aspects of market, marketing and finance. For the market aspects, there are analyses of demand, supply and market forms. For the marketing aspects, there are analyses of market segmentation, target market, market positioning, SWOT analysis, competitor and marketing mix, while for the financial aspect there are analyses of Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period, Profitabilty Index (PI) .Keywords: Bangka snack industries, Aspect of Market, Marketing and Finance.

Investigating the Impact of Professional and Nonprofessional Hosts’ Pricing Behaviors on Accommodation-Sharing Market Outcome

Nonprofessional hosts in the P2P accommodation-sharing markets have been demonstrated to be inferior in pricing. The sharing market is increasingly recruiting more professional hosts but is bothered by the disharmony from nonprofessionals’ feelings of being cast aside in this drive. To respond to this practice and disharmony, we develop a modeling framework with price-sensitive customers and earning-based hosts to investigate how varying ratios of professional and nonprofessional hosts affect pricing and impact sharing-market outcomes according to contemporary and long-term success indicators. This study is one of the first attempts to examine whether more professional hosts as supply decision makers is more beneficial to the sharing market. Numerical experiments for model analysis led to two primary managerial implications. A high ratio of professional hosts does not necessarily maximize indicators of hosts’ earnings, platform’s profit, or supply size, indicators that measure the accommodation-sharing market’s contemporary and long-term success. In addition, the market improves with magnified differences in the unique features of two types of hosts and they can cater to customers’ experiences and expectations, differentiating the market positioning of the two types of hosts.

Analysis on the Impact of the Ideology Differences on Films — Take The Captain and Sullyas Examples

China and the United States share significant differences in social ideology and cultural backgrounds, resulting in many differences in narrative, humanistic expression, communication and target market positioning of films with the similar theme. This essay takes The Captain and Sully as examples. Through analysis and summary, the writer finds that the differences in social ideology and cultural background have an impact on the narrative tactic, target market, the production, and the circulation strategy of films. For example, at the narrative theme level, The Captain is country-centered, while Sully pays more attention to the inner changes of the characters. In terms of production, The Captain pays more attention to the excitement brought to the audience watching the movie, while Sully pays more attention to the movie story itself. In the choice of target market, the target market of The Captain is positioned in China, while Sully positioned in the world. The distinctive choices of plot and theme of the two films reflect the differences in cultures and ideologies of the two countries. The purpose of this essay is to provide film workers with new creative ideas through analysis, and to lead readers to think.

Conscious Consumption Ideology and Brand Values Perception

In modern terms, a new view of consumption is being formed, its impact on human health and the natural environment surrounding it, the commitment to the principles of a healthy lifestyle and a conscious attitude to the surrounding world is growing. As a reflection of these ideas, the trend for conscious, ethical consumption is actively developing. In response to the rapid development of digital communications of consumers and the formation of new demand parameters, there are changes in the market positioning of brands of companies around the world, so it is important to understand the vectors of these changes and the intensity of their impact. It is necessary to assess the real relevance of these issues, in particular, for the Russian markets. including representatives of various, especially youth, consumer audience. The purpose of this study is to obtain evidence of the use of the ideology of conscious consumption in the promotion of leading domestic and foreign brands represented on the Russian market on the example of clothing brands, as well as to test the perception of this ideology among young consumers. The applied methodology for analyzing the marketing content of leading foreign and Russian brands on the Internet showed a slight use of social and ethical parameters in marketing, and the survey of representatives of the youth audience of consumers of premium brands on the examples of clothing brands demonstrated that the parameters of conscious consumption are important for the surveyed youth audience, but differently affect their perception of the brand value.

Digital Marketing Platforms and Customer Satisfaction: Identifying eWOM Using Big Data and Text Mining

Big data analytics provides many opportunities to develop new avenues for understanding hospitality management and to support decision making in this field. User-generated content (UGC) provides benefits for hotel managers to gain feedback from customers and enhance specific product attributes or service characteristics in order to increase business value and support marketing activities. Many scholars have provided significant findings about the determinants of customers’ satisfaction in hospitality. However, most researchers primarily used research methodologies such as customer surveys, interviews, or focus groups to examine the determinants of customers’ satisfaction. Thus, more studies must explore how to use UGC to bridge the gap between guest satisfaction and online reviews. This paper examines and compares the aspects of satisfaction and dissatisfaction of Greek hotels’ guests. Text analytics was implemented to deconstruct hotel guest reviews and then examine their relationship with hotel satisfaction. This paper helps hotel managers determine specific product attributes or service characteristics that impact guest satisfaction and dissatisfaction and how hotel guests’ attitudes to those characteristics are affected by hotels’ market positioning and strategies.