Synergized Network Asset: A Driver for Indonesia’s Furniture Industries to Elevate Marketing Performance

The main focus of this study is developing synergized network asset as a mediator variable for improving marketing performance. The research model was tested using AMOS SEM on 280 local market-oriented furniture makers. The output of the statistical analysis confirms that two buffer variables, namely relational capability and market dynamic adaptability, sustain synergized network asset and marketing performance. However, synergized network asset does not play a strong mediation role in increasing marketing performance. The slow-growing furniture industry is in greater need of responsive rather than synergistic cooperation. The concept of synergized network asset, which is characterized by the sustainability of collaboration quality, contributes to the development of business network theory as one of the main factors in marketing relationships.

Strategies to Increase Income for Small and Medium Micro Businesses in the Middle of Pandemic COVID-19 in Mojokerto

This article is motivated by COVID-19, which can affect the economy and MSMEs of the Mojokerto community. The research objective was to determine the community's strategies in Watespinggir Hamlet Mojokerto to survive and still earn income during the pandemic. The research method is descriptive qualitative, and the authors collect data by conducting interviews, discussions with business actors, and seeking information from other article sources. The results showed that business actors' efforts to increase an income such as studying more details about the technology, providing exemplary service to consumers, paying attention to the quality of goods to be sold to consumers. Also, selling products using e-commerce, adding services to consumers, digital marketing and optimizing marketing relationships with consumers, maintaining products, and protecting existing customers. Abstrak Artikel ini dilatarbelakangi oleh COVID-19 yang dapat mempengaruhi perekonomian dan UMKM masyarakat Mojokerto. Tujuan penelitian untuk mengetahui strategi yang digunakan oleh masyarakat di Dusun Watespinggir Mojokerto supaya dapat bertahan dan tetap mendapatkan penghasilan selama pandemi. Metode penelitian ialah kualitatif deskriptif, penulis mengambil data dengan melakukan wawancara, diskusi dengan pelaku usaha dan mencari informasi dari sumber artikel lainnya. Hasil penelitian menunjukkan bahwa upaya pelaku usaha guna meningkatkan suatu pendapatan seperti mempelajari lebih detail tentang teknologi, memberikan pelayanan yang baik untuk konsumen, memperhatikan kualitas barang yang akan dijual ke konsumen. Selain itu, penjualan produk dengan menggunakan e-commerce, penambahan layanan terhadap konsumen, digital marketing serta mengoptimalkan hubungan pemasaran dengan para konsumen, dan mempertahankan produk serta menjaga pelanggan yang sudah ada.

Leveraging Virtual Communities to Enhance Brand Equity

This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.

IMPLEMENTATION OF IOT IN THE INSURED EXPECTATION MANAGEMENT MODEL

The article considers the introduction of Internet of Things technologies into the waiting model in the insurance services market. The basic scheme of the content of the Internet of Things concept and its use in the insurance business are presented. The main directions of the introduction of the Internet of Things are considered, such as prevention of the occurrence of risky situations and reduction of the scale of losses due to the events that occurred and (or) their frequency. The options for applying the concept in vol-untary medical insurance, property and motor transport insurance, taking into account the use of marketing relationships with consumers, are considered. The reasons hindering the development of the Internet of Things in Russia in the context of types of insurance have been identified.

Role of Relationship Marketing in Promoting Smart Technologies in the Housing and Utilities Market

The purpose of the study is to determine the criteria for segmentation of consumers of housing and communal services and build a model of their needs as a basis for the formation of marketing relationships for the management organization in order to increase the effectiveness of the introduction of smart technologies in the housing and communal services market. The introduction of smart technologies in the sphere of housing and communal services directly depends on the development of the relationship marketing as a technology for coordinating interests of all stakeholders in the market under consideration. In relation to the market of housing and communal services (HCS), the relationship marketing has been studied very little, which is due to the weak development of the categorical and methodological apparatus of the concept itself, as well as the complexity and multidimensionality of the subject-object structure of the housing and communal services market as an object of research. The housing and utilities market is a complex system that includes two clusters: the utility and housing segments which differ in service parameters, market types, and the composition of market entities. The article analyzes key barriers to the introduction of smart technologies in the market of housing and communal services. Besides, the segmentation of consumers is carried out; a model of the hierarchy of needs of consumers of housing and communal services is proposed; the relationship between the needs and the selection of specific smart technologies for managing an apartment building is revealed.