Digital Marketing as a Communication Tool in Emerging Businesses

Emerging businesses face the daily challenge of competing in a world where major brands use their complete artillery to communicate and attract customers, and where small businesses are the most affected, so they should be more intelligent and daring to compete in the daily market. Here, the authors study the theory of digital marketing as a communication tool for emerging businesses and its benefits according to different authors. As a result, they propose the EComPymes model, where the appropriate basic tools for these type of companies are shown; thus, content generation through social media, mobile marketing, and email are the main options, not only for starting a business but competing with low budgets.

Evolving Faster Than Lightning

This chapter aims to show the extent of digital marketing when using technological tools to create interaction between the company, customers, and stakeholders. The literature about the main tech tools used nowadays was extensively read to develop this chapter. Next, the authors delve into the digital behavior of the consumer when using these tools. Thus, they propose the OXS model to show the stages of eBehavior and connected with digital marketing tools (DMT) backed with security, which creates a new value string (digital) that results in a more powerful and effective eWOM. The proposal of this model explains the classification of brands within the digital context.

Fundraising and Its Impact on Digital Marketing for NGOs

The non-governmental organizations (NGOs) require human resources to carry out their activities. This includes both the professionals who are paid and the volunteers. The capture of this resource acquires as much importance as the implementation of the social goals that these organizations promote. It can be said then that just as the commercial or cultural sectors are approached from the field of communication and design, it is valid to make an academic approach to this social problem. Fundraising was born as a strategy applied in NGOs with the purpose of generating resources for them to be able to sustain themselves through time.

Going Beyond GDP

A redirection towards wellbeing with a view to produce lasting social and economic vitality for the global civilization necessitates moving from conventional economic methods towards innovative solutions, which are necessary to face challenges of today and the future to foster sustainable growth. Social innovation and its agents can be considered as a toolbox which may facilitate a transition by positively influencing wellbeing, developing ways of integrating it into policy, and promoting it as an alternative measure of progress. Social innovation may increase the role of civil society in solving social problems, while sustaining and improving people's wellbeing beyond increasing their welfare in monetary term. By providing up-to-date solutions to challenges ranging from global warming to fair income distribution, and from social innovative entrepreneurs to grass-rooted innovation, social innovation seems to be capable of transforming the society in a way to tackle with a new kind of societal problems, and of exploring new ways to create added value for the economy.

Orange Economy and Digital Entrepreneurship in Latin America

This chapter gives an account of how the orange economy begins to penetrate the traditional economy of Latin American countries, which are oriented towards the export of generic products and low commercial value. For this, the authors have analyzed the experiences of 18 Latin American creative companies identified by the Inter-American Development Bank. Cases selected concentrates in the media and software platforms sectors of the orange economy, with a qualitative approach and a narrative design through the analysis of the information of these 18 extreme cases of business success describes the possibilities that in the Latin American reality can be visualized. As a result, this chapter allows us to understand the opportunities of entrepreneurship, through the orange economy in Latin America, and to distinguish how this economic, social, and cultural phenomenon is observed, starting from the Latin American academic discourse, contributing to the construction of a definition that tries to achieve a greater conceptual precision concerning Orange economy.

Affective and Emotional Determinants of Entrepreneurial Orientation Within Family Firms

As a predominant form of business organization, family firms have attracted increasing attention by scholars, and especially by those researching entrepreneurial orientation with the aim of better understanding of entrepreneurial activities pursued by enterprises. However, the literature on the confluence of entrepreneurial orientation and family firms has paid scant attention to the influence of affective and emotional factors. To cover this research gap, the authors analyze the impact of affective commitment and concern for socioemotional wealth preservation on entrepreneurial orientation. To do so, they performed an empirical study using the data collected from 342 small and mid-sized family firms from Portugal, a country where family firms are under-researched even though they make up the backbone of the economy. Results show that both affective commitment and socioemotional wealth positively impact entrepreneurial orientation, pointing to the need to further research the relationships between such factors and strategic behaviors in the family business context.

Proposal of a Business Model Based on the Triple Business Performance-E

This chapter aims to analyze the relationship between business models and dynamic capabilities in firms of the systems development sector of Bogota (Colombia). Based on the theoretical framework of business models, the author applies an analysis based on principal categorical components and categorical regression. Results show a correlation between the elements of the business model (strategy and dynamic capabilities) and business performance. In conclusion, the author proposes a business model endowed with efficiency, effectiveness, and efficacy for newly created micro, small, and medium-sized family firms that highly correlates with business performance.

The Use of Geolocalized Social Networks Information to Guide and Enhance the Design of Local Cultural and Tourist Policies

In recent years we have witnessed the upsurge in the use of social networks by companies and individuals, the latter being the real protagonists of its development. The diverse execution formats and the multiplicative effects on the reach and influence on equals have changed how organizations communicate with their users, but they have also become a valuable source of information. This chapter aims to understand the behavior of residents and tourists of a city to provide local decision makers insights and pioneer tools to help them design more effective action policies, which may have a positive impact on their cities. The methodological design used is based on the observation and collection of geolocalized data, provided spontaneously by residents and visitors to a town in a real context. Based on the analysis of the photographs that the subjects share about the city and the interactions that take place between the members of the social networks under study, the authors reach the main implications for decision makers to successfully design their policies.

Corporate Social Responsibility and Digital Marketing

The purpose of this chapter is to make a combination of two concepts CSR and digital marketing and to find out the various challenges faced by practitioners for effective CSR communication. A total of 15 in-depth interviews were conducted in a leading automobile company. The interview transcripts were analyzed through thematic analysis. This chapter proposes different themes derived from the perceptions of the respondents and corporate reputation, public awareness, CSR efforts, profitability, CSR commitment, public image were found as the challenges faced by the practitioners. This chapter will provide insights to the practitioners on how to make effective CSR communication for further corporate reputation enhancement. It could also provide a platform for further debate between automobile controllers and significant stakeholders on how to tactically converse their CSR in the automobile concerns and enhance stakeholder commitment.

Joint Liability Lending, Entrepreneurial Development, and Poverty Reduction

The purpose of this chapter is to examine the effect of joint liability lending on micro businesses in Madina municipality. Joint liability lending has become a popular and fashionable word in financial and development circles. It is a cross-sectional survey study and used both primary and secondary data on joint liability lending. The study reveals that joint liability lending improves entrepreneurship and reduces poverty. There exists a significant relationship between joint liability lending and a high repayment rate. The implications are that individual within the group are encouraged to continue saving and microfinance institutions should continue investing in educating and training clients to improve upon their micro businesses.