Research on the Impact of High-End Ev Sales Business Model on Brand Competitiveness

Electric vehicles have many advantages compared with traditional fuel vehicles, whereas the immaturity of technologies and high manufacturing cost make it difficult for EV brands to be promoted in traditional business models. Thus, auto-mobile companies started to establish high-end sales business model to promote the brand. This paper studies the influential mechanism of high-end EV sales business model on brand competitiveness and the mediation effect between high-end EV sales business model and brand competitiveness. A total of 624 consumers’ survey data were collected and the structural equation model (SEM) was analyzed to test the hypotheses by using a scale made up of indicators referring to high-end EV sales business model, brand competitiveness and customer perceived value. This paper contributes to the sustainable innovation literature by exploring the psychological perception of customer perceived value in strengthening brand competitiveness. The results show that both the value proposition and value creation of high-end EV sales business model have significant positive impacts on brand competitiveness. Moreover, customer perceived value fully mediates the relationships between the value proposition of high-end EV sales business model and brand competitiveness and between the value creation and brand competitiveness. Customer perceived value cannot mediate the relationship between the value capture of high-end EV sales business model and brand competitiveness. Our insights contribute to the business model research area from a customer-centric perspective.

Evaluation of Competitiveness of Brands of Local Sewing and Knitting Enterprises

The purpose of the study is to develop scientific proposals and practical recommendations for the use of branding strategies in the management of the competitiveness of garment enterprises. The scientific significance of the research results was determined by the fact that it can be used to identify specific aspects of brand competitiveness management and enterprise competitiveness, brand management in enterprises, development of branding strategies and the formation of special strategic programs and program goals to transform the national garment brand into global brands. The practical significance of the research results is that the developed scientific proposals and practical recommendations will help entrepreneurs operating in the country to develop their own brand in order to be competitive, to evaluate it in market conditions. The results of the study can be explained by the fact that they can be used in the preparation of textbooks and manuals on the disciplines "Brand Management", "Management", "Fundamentals of Management and Marketing", "Innovation Management".

ORGANIZATIONAL AND ECONOMIC ASPECTS OF ENSURING THE COMPETITIVENESS OF THE ENTERPRISE

Введение. Статья посвящена систематизации организационно-экономических аспектов обеспечения конкурентоспособности предприятия. В статье построена иерархическая модель конкурентоспособности предприятия, состоящая из конкурентоспособности продукции, конкурентоспособности торговой марки, конкурентоспособности предприятия, конкурентоспособности потенциала. Конкретизированы детерминанты рыночной ориентации, определяющие конкурентоспособность предприятия. Данные и методы. Теоретико-методическую основу исследования составляют положения и разработки отечественных и зарубежных ученых в области организационно-экономических аспектов обеспечения конкурентоспособности предприятия, а также общенаучные и специальные методы научного познания. Полученные результаты. В результате исследования систематизированы организационно-экономические аспекты обеспечения конкурентоспособности предприятия на основе детерминант рыночной ориентации. Определено, что ресурсное обеспечение конкурентоспособности предприятия состоит из следующих составляющих: производственной, технологической, кадровой, финансовой, инновационной. Заключение. Теоретическая значимость исследования заключается в том, что полученные результаты расширяют отдельные положения теории управления и научные подходы к обеспечению и повышению конкурентоспособности предприятия. Introduction. The article is devoted to the systematization of organizational and economic aspects of ensuring the competitiveness of the enterprise. The article presents a hierarchical model of enterprise competitiveness, consisting of product competitiveness, brand competitiveness, enterprise competitiveness, and potential competitiveness. The determinants of market orientation that determine the competitiveness of an enterprise at each level of the proposed hierarchical sequence are specified. Data and methods. The theoretical and methodological basis of the research consists of the provisions and developments of domestic and foreign scientists in the field of organizational and economic aspects of ensuring the competitiveness of the enterprise, as well as general scientific and special methods of scientific knowledge. The results obtained. As a result of the research, the organizational and economic aspects of ensuring the competitiveness of an enterprise based on the determinants of market orientation are systematized. It is determined that the resource support of the enterprise's competitiveness consists of the following components: production, technological, personnel, financial, and innovation. Conclusion. The theoretical significance of the study lies in the fact that the results obtained expand certain provisions of the management theory and scientific approaches to ensuring and improving the competitiveness of the enterprise.

Chief marketing officer and internationalization—a resource-based view

PurposeThis study aims to examine whether the selection of a new outsider chief marketing officer from a developed-country incumbent firm with an established brand can serve as an alternative strategy to the acquisition of developed-country firms in benefiting the internationalization of a postselection emerging-market brand marketer that suffers from late-mover disadvantages.Design/methodology/approachA pretest (survey) and two main studies (experiments) were conducted to examine the proposed mediation model of “Chief Marketing Officer background—enhancement of capabilities—brand competitiveness”.FindingsAn emerging-market brand marketer gains enhanced resources and capabilities when a new chief marketing officer is recruited from a developed-country incumbent with a superior reputation, leading to improved brand competitiveness. This positive effect accrues from the new chief marketing officer's background (i.e. prior work organization) spilling over to his/her new emerging-market employer.Originality/valueThis research integrates the research streams of emerging-market firm internationalization, chief marketing officer and executive succession to provide an alternative strategy for emerging-market firms to overcome late-mover disadvantages in global markets.

The forecasting power of the brand: contribution to the increase in the value of the company’s intangible assets

The article is devoted to the study of the cost characteristics of brand power, determining and forecasting the revenue of companies generated by brand power. Under the influence of the growing role of the brand, there is now an increase in the range of using its valuation as the most important of the company’s intangible assets, including managing the business development strategy. It is proved that brand competitiveness becomes the most important component of the company’s overall competitiveness. Using the private V-RATIO method, the cash flow generated by the brand itself is determined, and sales volumes are calculated under the influence of brand and non-brand factors for the “Shoes of Russia” and “KARI” trading companies. The cost of the studied brands is calculated and the curve of falling brand strength without supporting measures is determined.

The role and path of digital marketing in tourist souvenir brands

The extensive and in-depth application of digital technology has led to the transformation of marketing methods. This article analyzes the role and path of digital marketing in tourist souvenir brands through case studies, expert interviews and literature studies. The findings suggest that the rational use of digital technology can not only reshape brand competitiveness, but also play a role in deepening product integration and enhancing brand communication. To realize digital marketing of tourist souvenir brands, it is necessary to formulate effective brand marketing strategies and create a personalized brand image in order to realize the conversion of cultural and creative product sales.

Evaluation of Heavy Commercial Vehicles Brand Considering Multi-Attribute Indexes in China

Assessment of brand competitiveness which influences consumer trends and company’s sales performance contributes to business development. This paper elaborates the theories and the main investigations of brand competitiveness, and formulates a comprehensive hierarchical structure integrating multi-attribute indexes, i.e., social, technical, managerial, environmental and cultural criteria. An integrated multi-criterion decision-making (MCDM) model combining with analytic hierarchy process (AHP), grey relational analysis (GRA) and VIKOR is presented to determine the weights of influence criteria and to evaluate brand competitiveness. The utilized integrated methodology has been proved to be valid and practical by the empirical application on three enterprises. The results provide an accurate and effective tool for MCDM problem and also a new guideline for the enterprise development.