COVID-19 and the Hospitality Industry

The ongoing coronavirus (COVID-19) pandemic and the ensuing public health policy measures to contain its spread have inevitably had profound effects on businesses throughout the world. While the pandemic has impacted every industry in all countries, hospitality is clearly the worst hit. This chapter explores the impact of the pandemic on the hospitality industry by focusing on accommodation and food service businesses in Turkey. By looking at government policies and changes in business activities in these sectors in response to the crisis, the authors discuss the measures policymakers and firms can take to mitigate the devastating impacts of the pandemic. Findings suggest that focusing on creating novel products and processes, collaboration and open innovation, informational and corporate advertising, as well as investment in quality and health security measures and trust building via communication are effective in moving forward with the new normal.

Frenemies: Corporate Advertising Under Common Ownership

In this paper, we investigate the impact of ownership structure on corporate advertising expenditures. Using mutual fund mergers as an exogenous shock to ownership structure, we find that competing firms owned by the same institutional blockholders experience a significant reduction in advertising expenditure. The reduction in advertising expenditure is more likely to occur in the presence of higher coordination benefits or lower coordination costs. Specifically, this effect is more pronounced for firms in more competitive industries, in higher advertising-intensity industries, with greater common ownership, with more concentrated institutional ownership, and with headquarters located in the same state. Overall, our empirical evidence indicates that ownership by common institutional investors significantly affects corporate advertising strategy. This paper was accepted by Matthew Shum, marketing.

Economic return on investments in research and development (R&D) in pine and eucalyptus plantations in Brazil

Currently, public and private resources are directed towards the development of Research and Development (R&D) projects in the Brazilian forestry area. But, many times, such investments are used only as corporate advertising, without the knowledge of their real return, underestimating the importance of R&D in the development of organizations in this sector. Hence the importance of studies that seek to evaluate investment returns and how profitable they are for society and for technological innovation. The objective of this study was to evaluate the possible economic return of R&D in the Brazilian Forest Sector, in particular, its effects on increasing the productivity of pine and eucalyptus stands. Through the publications of the Statistical Yearbook of the Brazilian Association of Planted Forest Producers (ABRAF) it was possible to understand the relationship between investments in R&D, planted area and annual current wood productivity, using an indicator that related Investments and Revenue in the R&D of organizations Brazilian forestry companies of this Association. It can be inferred that for every R $ 1.00 invested in R&D projects, an average return of R $ 16.02 is obtained in such organizations. It was also concluded that the marginal gains in annual wood productivity correlated positively and significantly with investments in R&D (r = 0.43). Thus, investments in R&D made by silvicultural organizations translate into an economic return for them, as well as that their absence can stagnate the increase in wood productivity.

DEVELOPMENT OF CORPORATE MARKETING COMMUNICATION (CMC) BRANDING MODEL IN IAIN TULUNGAGUNG: TOWARD THE ERA OF WORLD CLASS UNIVERSITY

The study describes and analyzes the use of corporate marketing communication strategies towards Higher Education at the international level. This study used a qualitative descriptive method, with the research site at IAIN Tulungagung. The research subjects are members of the academic community, teaching staff, education staff and stakeholders. The research period was for the 2018/2019 academic year. The results showed that the typology of the marketing or promotion model used collaboration between internal parties (academics, stakeholders) and external parties (institutions, channel partners, media, government, industrial bodies and institutions, the educational community and the general public). Its implementation uses corporate advertising, sponsorship, sales presentations, online activities, branding, corporate advertising, press releases, press conferences, events, and awards. The study implications deal with the increase in: (1) Higher Education Identity, Image, Reputation; (2) Higher Education Social Responsibility (CSR); (3) media relation effectiveness; (4) more efficient marketing communications; (5) the more intensive Internal Communication System; (6) investor relation improvement; (7) conducive relations with the Government, and (8) the reliability in overcoming crisis communication. These have an impact on improving the quality of IAIN Tulungagung toward the level of International Higher Education.

Corporate Cults

Corporate identity has certain qualities that enable the organization to be known, understood, and noticed. Corporate stories are powerful and permanent narratives that express the corporate identity. Corporate values are presented to target audiences with stories. Archetypes are used in this sense as part of corporate stories. Using Jung's four archetypes, the representation of corporation, its cultural values, and its social implications are addressed in a holistic approach and can be used to reveal the basis of corporate identity. Corporate archetypes create a common consciousness that shapes the target audience perception. In this study, it was attempted to reveal the relationship between the corporate stories, which were created through archetypes of Jung, and the elements of corporate identity. For this purpose, in the context of the study, the relationship between the four archetypes and the elements of corporate identity is examined in accordance with the information contained in corporate advertising.

PENERIMAAN PENONTON PEREMPUAN MENGENAI KECANTIKAN PEREMPUAN MELALUI CORPORATE ADVERTISING SK II “BARE SKIN PROJECT”

Penelitian ini bertujuan untuk mengetahui bagaimana penerimaan penonton perempuan mengenai kecantikan melalui Corporate Advertising SK II “Bare Skin Project”. Analisis dan pembahasan diarahkan pada bagaimana penerimaan penonton perempuan iklan korporat SK II “Bare Skin Project” yang menyatakan bagaimana pada masa sekarang ini setiap perempuan memiliki peluang yang sama dalam menjadi cantik, yakni cantik tanpa menggunakan makeup. Dengan menggunakan teori Public Relations, Iklan Korporat sebagai alat Public Relations, juga teori akan kecantikan. Pendekatan yang digunakan yaitu kualitatif, dengan metode reception analysis. Hasil penelitian yang muncul lewat empat sub bab yang ada yaitu yang pertama terkait keinginan untuk cantik alami, yang kedua yakni bangga dengan kulit wajah alami tanpa makeup, ketiga yaitu penggunaan skincare pada kecantikan perempuan serta yang keempat yakni ideal cantik pada iklan. Dengan hasil, keempat informan berada pada posisi oppositional yang berarti menolak pesan dan makna yang diberikan oleh SK II serta satu informan yang berada pada posisi negotiated yang berarti menerima namun dengan kondisi tertentu