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PurposeMethodology/approachFindingsResearch implicationsPractical implicationsOriginalityExtensive research has been conducted on cross-cultural comparisons between Eastern and Western organizational cultures in major trading domains. However, there is a lack of examination of intra-comparative management nuances within Asian regions. This research paper focuses on the under-explored topic of the values, beliefs, and attitudes (VBAs) that influence the outcomes of East Asian (e.g. Japan) marketing strategies and operations when implemented in South Asian (e.g. India) markets and organizational contexts. The study aims to analyze the impact of VBAs on marketing effectiveness and provide insights for marketers in cross-cultural settings. The article analyzes the customer satisfaction orientation (CSO) of Japanese business executives and draws insights that offer lessons related to cultural VBAs for overall marketing strategy and foreign investors.The paper employs a social constructivist paradigm and gathers empirical research through multiple interviews. These facilitate novel and normally rare access and insights into Japanese business leaders’ lived experience of CSO in B2B Indian intercultural situations.Interpretivist data analysis reveals several push-pull factors that influence CSO practice. The research identifies shared values such as long-termism and harmony that have the potential to boost CSO as a marketing strategy in India.The paper develops a conceptualization of cultural VBAs that lead to successful CSO practice in India and is of relevance to foreign investors.This study suggests that East Asian marketers should carefully consider the impact of VBAs on their marketing strategies. Our research sheds light on the ongoing discussion on static versus evolving nature of culture and highlights the need to pay attention to cultural change, particularly congruence and confluence in workplace values.The intercultural study contributes to the literature on international marketing strategy by highlighting the nature and importance of understanding traditional and evolving cultural VBAs for appreciating receptivity to adoption and thereby efficacy of home country marketing strategy. [ABSTRACT FROM AUTHOR]

This paper presents an empirical analysis that examines the factors influencing service prices and frequencies of conventional high-speed trains (HSTs) in France. The study utilizes original data spanning from September 2019 to March 2020, focusing on the level of intermodal competition and the diversification strategy employed by the primary rail operator. The primary findings of the econometric analysis reveal that the determinants of the price per kilometer for both first and second-class conventional HST services exhibit some shared factors, particularly in relation to the technical characteristics of the routes and alternative options available. However, certain factors are specific to each category, such as the competitive environment, economic conditions, and demographic factors. The frequency of HST services is primarily influenced by travel time. In cases where conventional HSTs do not offer satisfactory service quality in terms of frequency and/or price, there is an auxiliary alternative option available to compensate for the limited frequency of conventional HST services. • Alternative modes compensate for the insufficient service quality of conventional HSTs. • Low-cost flights are emerging when round trips within a day are not feasible via HST. • The incumbent rail operator adopts a multi-product strategy to address the competitive pressure. [ABSTRACT FROM AUTHOR]

Due to the rapid evolution of autonomous driving technology and the complexity of market penetration mechanisms, establishing a reliable quantitative research approach for measuring autonomous vehicle (AV) penetration and effectively validating forecasted outcomes poses significant challenges. To address this issue, this paper overcomes data limitations by starting from the perspective of Chinese automotive market. It introduces a quantifiable Markov forecasting model that establishes the link between transition probabilities and penetration influencing factors. Through a penetration network, it visually represents the correlation and evolutionary states of AVs. Building upon the model, a framework for data quantification and analysis is formed. By quantifying model indicators with market data such as car performance and historical sales, the network parameters and transition probabilities are continuously updated in real-time. This drives the model to output short-term forecasts for AV penetration in the automotive market. In addition, we devise a two-stage simulation algorithm to accomplish parameter calibration and model validation. Through validation and comparative analysis, it is observed that, compared to direct learning from historical data, our model can more accurately forecast real market penetration trends. Furthermore, sensitivity analysis experiments on market strategies indicate that, compared to technical investment, the market exhibits a higher sensitivity to price adjustments. A strategy combination of increased technical investment in high-level vehicles and judiciously raising prices proves more advantageous for intelligent transformation in the automotive sector than a singular strategy. Additionally, as the AV market evolves, the sensitivity to favorable strategies will gradually increase. Therefore, the developmental stage of the market is a crucial factor for both car companies and investors to consider. The insights gleaned from this paper offer actionable guidance for policymakers and automotive corporations in shaping future market strategies, thereby fostering the continued growth of autonomous driving technologies within the industry. • Formulated a Markov forecasting model for autonomous vehicle market penetration. • Leveraged empirical vehicle data for robust model validation and calibration. • Explored strategic impacts for the automotive market's intelligence transition. [ABSTRACT FROM AUTHOR]

Business strategy literature argues that firm survival and growth in any competitive environment depend on the adaptation of suitable competitive business strategies. Despite the growing interest in strategic management within the fish farming industry, there is a notable lack of empirical evidence exploring how the competitive environment influences companies’ business strategy and performance. This paper examines the direct effect of competitive strategy and the moderating effect of competitive intensity on business strategy-performance relationship. Using hierarchical regression to analyze 306 samples gathered from fish farming firms of south-Benin, empirical evidence shows that competitive strategy including cost-leadership, and both product quality and marketing differentiation strategies impact positively firm financial performance. This research highlights the relative importance of product quality differentiation strategy. In addition, findings indicate that competitive intensity structure contribute to firm success. Surprisingly, findings show that competitive intensity does not significantly moderate the effect of cost-leadership and product differentiation strategies. Besides, the effect of marketing strategy on firm performance becomes more negative under high competition in the domestic market. Study recommends that firms should gain organizational economic outcomes by pursuing cost-leadership strategy and product differentiation strategy whatever competitive intensity states in the domestic market of fish farming. [ABSTRACT FROM AUTHOR]

This paper reads the sale of citizenship via citizenship‐by‐investment (CBI) programmes through an offshore lens. Scholarship on offshore industries has long positioned citizenship sales as part of offshore capitalism—without exploring the phenomenon in any depth. Research on CBI, in turn, has with some notable exceptions neglected the phenomenon's offshore nature. This paper argues that CBI is an outgrowth and increasingly integral part of offshore capitalism, offering a new form of what Susan Roberts calls “regulatory arbitrage”, aiding elite wealth accumulation and power. The paper establishes this relationship by examining the countries and firms selling citizenship, their marketing strategies and customers and, crucially, the nature of the product which rests on the three “offshore pillars”, as described by Ronen Palan—virtual residency, easy incorporation, and secrecy. Conceptualising CBI as an offshore provision can transform how the phenomenon is understood and opens new avenues of thinking about its socio‐structural role and impact in an unequal world. [ABSTRACT FROM AUTHOR]

In this study, the marketing strategy of tourism destination driven by big data is deeply discussed. Firstly, the application of big data in the tourism industry and the current strategy of tourism destination marketing are analyzed, and then the research methods are designed through factor analysis and big data analysis theory. After processing and factor analysis of the collected data, the influence of big data on tourism destination marketing strategy is analyzed, and the possible optimization path is explored. At the same time, the problems and challenges encountered in this process are also found and analyzed. Based on these analysis results, this study provides some theoretical and practical implications to promote the application of big data in tourism destination marketing strategies. Finally, it emphasizes the importance of big data and factor analysis in the formulation of future tourism destination marketing strategy, and puts forward the direction of future research. [ABSTRACT FROM AUTHOR]

Customer numbers and comments have been extensively studied to increase hotel arrivals and loyalty, whereas the specific distribution and sentiment variations have received less attention. This study constructed a data set of hotel customers and the deep learning model was applied to quantify unstructured text, which can mine the distribution and sentiment variation patterns of different star hotel customers. The findings show that customers of different star-rated hotels have different variation patterns of sentiment and distribution. There is a negative correlation between the visit heat and sentiment of some high-star hotels in various administrative regions: regions with lower visit heat have higher sentiment scores. In addition, season and location are important factors that affect customers' sentiments. This study is the first to use a quantitative approach to examine the distribution and sentiment variation patterns of hotel customers. It provides insights into appropriate marketing strategies for the hotel industry and offers practical suggestions to hotel customers. [ABSTRACT FROM AUTHOR]

Markets require rules, made and enforced by governments, and modern market-making has therefore unfolded as an intrinsic part of state-building. While the European Union is not a state, it has not been immune to these processes. Over the last three decades it has expanded its Single European Market and created a currency while constructing European political authority and deepening its institutional capacities. The EU has done this through supranational market-making largely centred on neoliberal precepts of competition and openness. Today, however, the EU is breaking with that tradition by pursuing a visibly interventionist European industrial policy and geopolitical market strategy. I suggest a theoretical framework to illuminate how this policy turn may reconfigure the EU's political authority and build it as a polity. After briefly identifying the contours of the new European industrial and geoeconomic policy, I outline a research agenda to probe how the new market activism may reformulate societal interests and coalitions, increase the politicisation of the EU's governing institutions, raise the stakes for democratic legitimation, and project the EU as a geopolitical actor. The conclusion notes how this new market-making translates into significant policy challenges for both the EU and the international economic order. [ABSTRACT FROM AUTHOR]

Social media has entrenched itself as an indispensable marketing tool. We introduce a quantitative approach to predicting the popularity of social media posts within the café and bakery sector. Employing Multi‐Pop, a multimodal popularity prediction model that harnesses both images and text from post content, it utilizes the features of posts that significantly influence their popularity on one of the most widely used platforms, Instagram. By focusing solely on post‐content features and excluding user information, we analysed 8765 Instagram posts from the cafe and bakery domain, revealing that our model attains a superior accuracy rate of 82.0% compared with existing popularity prediction methods. Furthermore, the study identifies hashtags and post captions as exerting a greater impact on post popularity than images. This research furnishes valuable insights, particularly for small business owners and individual entrepreneurs, by introducing novel computational and empirical methodologies for Instagram marketing strategy and post popularity prediction, thereby enhancing the comprehension of social media marketing dynamics. [ABSTRACT FROM AUTHOR]

This research aims to understand to what extent the concept of ‘style’ is used in the wine business and how this concept can be helpfully approached both in research and practice. A threefold study has been carried out: semi-structured interviews with renowned wine professionals; netnographic research on wine blogs in the US, France, and Italy; extensive review on academic literature. The results were jointly analyzed and compared. The main findings: style has become an ever increasingly important matter for both wine professionals and wine lovers, especially in upscale market segments; despite this importance, there is a lack of clear ideas about what wine style actually is and how to manage this tool. In the same way, even if in academic research on wine and wine business the concept of style is widely and increasingly used, to date no systematic attempts to develop a consistent and shared approach have been carried out by scholars. Given that it is an opinion shared by many in the wine industry that style and stylistic consistency can play a crucial role in defining wineries’ production and marketing strategies and policies, research can help develop tools that allow for codifying and better managing the wine style. [ABSTRACT FROM AUTHOR]

Creative confidence is a necessary and valuable skill to prepare students for marketing careers. Marketers need to be trained to offer creative solutions to enhance marketing offerings. To help address this need, the aim of this paper is to provide logistical instructions for a class module that enhances students’ creative confidence through design thinking, which can be implemented effectively in one class. Findings from 45 student pre- and post-module surveys on the efficacy of this teaching module indicate that the module increases students’ creative confidence. A detailed implementation plan is provided for educators to use in undergraduate Principles of Marketing, Consumer Behavior, New Product Development, Marketing Strategy, or other marketing courses where neither students nor instructors need prior design thinking knowledge. This module can be adapted to synchronous and asynchronous modalities. [ABSTRACT FROM AUTHOR]

This research investigates the impact of Virtual Reality (VR) as a tourism marketing tool on forming virtual destination image and behavioral intentions among potential outbound Iranian tourists. With limited empirical studies on this topic, the study bridges the research gap by exploring the role of VR in shaping tourists’ perceptions and intentions. The applied quantitative research involves 302 participants, and the data is analyzed using the structural equation method in Smart PLS Software. The findings reveal that the sense of presence in the VR environment directly influences virtual cognitive and affective images, which affect the overall virtual image and subsequently behavioral intentions. This study provides valuable insights for marketers and destination managers to utilize VR for enhanced tourism marketing strategies. [ABSTRACT FROM AUTHOR]

With the rise of preventative healthcare needs after the COVID-19 pandemic, tanyaDNA, a genomics company in Indonesia, seeks to introduce Lifestyle and Pharmacogenomic Testing. This study explores using Diffusion of Innovation Theory to create a targeted marketing strategy for this new service. There's a lack of awareness and affordability concerns surrounding the test, along with a knowledge gap between the company, healthcare professionals, and the target market. The research aims to assess the theory's applicability, bridge these understanding gaps, and promote successful integration of the test into Indonesian healthcare. This can inform marketing strategies for other genomics companies looking to expand beyond COVID-19 testing. The study focuses on the JABODETABEK area of Indonesia and utilizes surveys and interviews to gather data. The findings can help bridge the gap between product creators and target markets, especially regarding the perspectives of key healthcare professionals. [ABSTRACT FROM AUTHOR]

Purchasing decisions because many factors can influence how buyers act towards products or services. When buyers want to buy something, they have to go through several stages. The initial stage is problem recognition, where they know what they need. Once they know what they need, they will be encouraged to seek additional information to meet their needs. Each person has unique characteristics. There are different cultures, ages, educations, jobs, activities, and hobbies. Producers must be able to steal the attention of various consumers so that the goods they sell are purchased. Marketers must understand consumer behavior, actions and ways of thinking so they can create effective marketing strategies. Consumers will respond to marketers' actions if they have the right strategy. The ability to compete increases when marketers take over the study of consumer behavior. There are several components that influence repurchase intentions, namely 1. Consumer satisfaction: if customers are satisfied with the services provided, the company will become better in the eyes of customers, reduce purchasing costs, reduce failure costs, increase profits, and reduce trial and error purchases. so customers will prefer to buy again. 2. Brand preferences: brands are constituents of differentiation attributes that influence customers' perceptions of what they buy. [ABSTRACT FROM AUTHOR]

This study aims to determine the factors that influence marketing strategy and marketing performance in SMEs of souvenir food. Entrepreneurial Orientation (EO), Marketing Orientation (MO), and Unique Resources (UR) are used as independent variables to drive Marketing Strategy (MS) and Marketing Performance (MP). Using a purposive technique, data was collected from 248 SMEs souvenir food, consisting of owners and managers. The research method employed is descriptive correlational, using Structural Equation Modeling (SEM) with the SmartPLS 4 program to analyze the data. The findings of the study reveal that EO, MO, and UR play a significant role in enhancing marketing strategies and improving the effectiveness and direction of marketing performance due to their interrelatedness. [ABSTRACT FROM AUTHOR]

Integrated Marketing Communication (IMC) represents a pivotal approach in contemporary business, emphasising the coordination and integration of various communication tools to achieve a coherent and consistent message. This research investigates how Croatian companies have integrated IMC into their marketing strategies within the Croatian business environment. The findings indicate a growing trend of adopting this integrated approach, with a primary focus on consistency, personalisation and effectiveness of IMC activities. A synergy between marketing communication channels and an emphasis on adaptable, innovative IMC strategies has been recognised. However, challenges such as inter-departmental coordination within companies and optimisation of IMC strategies are pointed out as areas that require further attention. Despite these challenges, Croatian companies recognise the importance and potential of IMC as a strategic tool to enhance their market visibility and competitive advantage. Considering the dynamism of the market environment, continuous innovation, education, and adaptation are crucial for achieving the long-term success of IMC strategies. [ABSTRACT FROM AUTHOR]

This study examines the extent to which the "Serambi Nusantara" city branding influences tourists' visiting interest and decision-making to visit Penajam Paser Utara. A sample of 400 respondents will be randomly selected using the Slovenian method to determine the sample size, and they will participate in a survey using a structured questionnaire. The findings of this research are expected to provide significant insights into the effectiveness of city branding in influencing tourist behavior and its relevance for developing improved tourism strategies in the region. The analysis results indicate that the city branding significantly affects tourists' visit interest and visit decisions with a contribution of 74.7% and 63.7%, respectively, while visit interest itself significantly influences visit decisions. This research can inform tourism marketing strategies and city branding initiatives aimed at boosting tourism in areas that may possess unique characteristics and challenges. [ABSTRACT FROM AUTHOR]

Companies spend their social media advertising on several platforms, including Facebook, Instagram, TikTok, and Xiaohongshu. The proliferation of technology and the increasing accessibility for individuals to establish careers on social media platforms have led to the emergence of influencer marketing as a strategy that can foster consumer engagement within these platforms and perhaps impact brand loyalty. This study examines the effect of influencers marketing approach in the Malaysian context, taking into consideration the growing prominence of this phenomenon. This study utilized descriptive analysis to offer generalizable recommendations for companies regarding the effect of adopting the influencer marketing approach as a strategic method. The findings of this study provide valuable insights for companies seeking to develop their marketing strategies and promote consumer engagement to expand their market position. [ABSTRACT FROM AUTHOR]

In this study, the effects of third-generation coffee brewing techniques (Chemex, V60, and Syphon) on sensory properties were examined. The research was conducted at a coffee tasting workshop in Mersin, involving 18 semi-trained panelists aged between 18 and 55. Panelists evaluated the coffees subjectively using a 9-point hedonic scale. The results revealed statistically significant differences in sensory attributes such as appearance, taste, aroma, and texture depending on the brewing methods used. Coffee prepared using the V60 method scored higher than those brewed using other methods. These differences were confirmed using the Friedman test and the Wilcoxon signedrank test. The findings highlight the sensory differences among third-generation coffee brewing techniques and document the sensory superiority of the V60 method over others. These insights could serve as an important reference for product development and marketing strategies in the coffee industry. [ABSTRACT FROM AUTHOR]

Global mobile marketers are intensifying efforts to promote mobile applications, yet little literature addresses the effectiveness of these strategies on consumer adoption. This study investigates the impact of two mobile marketing strategies—in-app coupons and group-coupons—on mobile app adoption, considering the installed user base moderation. Utilizing data from a Chinese shopping mall, this study shows that both strategies can foster adoption, with opposite moderating effects from existing adopters. Two experiments validate social influence and scarcity perception as underlying mechanisms. These findings highlight the dynamic nature of mobile marketing, urging global mobile marketers to consider this in their strategies. [ABSTRACT FROM AUTHOR]

The present study aims to explore the service quality determinants in historic centers (HC) by applying a user-generated content analysis with indicators of the TOURQUAL protocol for evaluating the quality of tourist services as the theoretical basis. We analyze 7,849 reviews from 9 HC (5 Brazilians and 4 Portuguese), from January 2019 to September 2020, available on TripAdvisor and Google Maps platforms. The findings demonstrate that the dimensions of technical quality, experience, and environment are the most identified among the reviews. Additionally, we noticed a lack of use of Unesco titles as marketing strategy. The research proposes a model of importance for dimensions of quality of service in historic centers that enables managers to improve the quality of tourist services. [ABSTRACT FROM AUTHOR]

This study aims to determine whether news consumption, media trust, interest in news, and political affinity are correlated with the generational segment of the market, measured by the age of the digital audience. Furthermore, this study seeks to verify whether age is associated with digital audiences’ paying attention to journalists or news brands. This research is based on a survey of 2,005 people in Mexico by YouGov in 2022, commissioned by the Reuters Institute for the Study of Journalism at the University of Oxford as part of its annual Digital News Report. The statistical method used was the chi-square test of independence between qualitative variables. The results showed that age correlates with consumption habits, media trust, interest in news, and citizens’ political affinity for digital audiences in Mexico. Moreover, age relates to whether digital audiences focus on journalists or news brands in Latin America. This study delves into the characteristics of digital audiences in Mexico and contributes from a media economics, media management, and media marketing perspective. It also helps media organizations assess their market strategy, market segmentation, and target markets based on the characteristics of digital news audiences in Mexico. [ABSTRACT FROM AUTHOR]

This research investigates how individuals' regulatory orientations influence their utilization of store promotions through two meticulously designed studies in distinct contexts. The first study examines innate cognitive inclinations, while the second manipulates cognitive orientations within specific contexts. The findings reveal a significant relationship between regulatory orientations and store promotion usage, which is moderated by impulsivity and engagement levels. Importantly, this study addresses a critical gap in the existing literature by examining the same concept from two distinct cognitive perspectives, enhancing our understanding of the intricate interplay between regulatory orientations and store promotion utilization. The implications are twofold. Firstly, for retailers, this research offers practical significance by suggesting in-store promotions specially tailored for promotion-oriented individuals and more deliberative out-of-store promotions to capture the attention of prevention-oriented individuals, ultimately enhancing marketing effectiveness. Secondly, from a theoretical standpoint, this study contributes to a deeper understanding of the complex relationship between regulatory orientations, cognitive processes, and consumer behavior, thus enriching the theoretical foundation of the field. This research is particularly relevant to scholars and practitioners in marketing, psychology, and retail management, providing valuable insights into consumer behavior and the formulation of marketing strategies. [ABSTRACT FROM AUTHOR]

In the 16th century at the latest there were strong political, cultural and literary ties between the Iberian Peninsula and the Dutch speaking regions in north western Europe. Literature in general and especially romances from the 'south' were printed, translated and adapted in Dutch. After an introduction in which the contribution presents a short overview of the translation and adaptation of Iberian romances in Dutch the focus will be on the 'Amadijs' tradition especially. For the first time the Spanish source and the 'Amadijs' are compared, including an analysis of the paratextual elements of the first Dutch edition of 'Amadijs' (1546), which clearly shows that Nuyts did not follow his source as an inspiration for the design of his edition, but copied the design of earlier Dutch editions of narratives as a marketing strategy. Part four shows that the Dutch 'Amadijs' was obviously read by everyone in the early modern period. [ABSTRACT FROM AUTHOR]

A digital marketing strategy using humorous gimmicks can steal the company's attention because it attracts the audience's attention and can increase brand awareness of a Pocari Sweat product. Aiming to find out what marketing strategies can be used on social media and whether digital marketing strategies using humorous gimmicks can grow brand awareness of a product, this research uses a descriptive qualitative method using theory from Dentsu; in this theory, there is the AISAS model, namely (Attention, Interest, Search, Action, Share). The research results show that a marketing strategy using humorous gimmicks can provide added value to brand awareness because it has a strong appeal in the eyes of the audience and can entertain the audience. The clever gimmick content strategy used by Fadil Jaidi has proven to be an effective digital marketing strategy that impacts brand awareness of a product. From informants' responses and netizen comments on his Instagram account, the audience does not see endorsement advertising content because of the interest built through the humorous gimmick presented. The content created by Fadil Jaidi has also successfully increased the audience's buying interest, thus influencing the social media of brands or products that Fadil Jaidi collaborates with. [ABSTRACT FROM AUTHOR]

The observed money demand in the U.S. had a stable negative relation with the interest rate up until the 1990s. After this period, this relation fell apart and has never been restored. We show that the central bank's ability to gather information, referred to as market intelligence (MI), matters to generate an upward‐sloping money demand curve. We calibrate the model to the U.S. data for the period from 1990 to 2019 and show that MI helps to match the money demand. We also show that it is beneficial for the society, since it mitigates the inefficiency associated with asymmetric information. [ABSTRACT FROM AUTHOR]

This study explores the characteristics and marketing tactics of double-roll coal crushers. Coal processing is in high demand in the mining market in China. To empower the mining market's competitiveness, product quality and technical level should be improved persistently. According to the absolute advantage compared with other mining corporations and analysis based on the Boston Matrix, the marketing strategy that should be adopted by the company can be described as 'the missionary selling method' which is very aggressive. In addition to adopting these marketing strategies, there is an opportunity for the interaction between current technological progress and current market demand, which can be seized by the company. We aim to illustrate the advantages and marketing opportunities of double-roll coal crushers and what kind of marketing tactic is suitable for this mining equipment. [ABSTRACT FROM AUTHOR]

This review discusses the integration of intelligent technologies into customer interactions in organizations and highlights the benefits of using artificial intelligence systems based on a multimodal approach. Multimodal learning in marketing is explored, focusing on understanding trends and preferences by analyzing behavior patterns expressed in different modalities. The study suggests that research in multimodality is scarce but reveals that it is as a promising field for overcoming decision-making complexity and developing innovative marketing strategies. The article introduces a methodology for accurately representing multimodal elements and discusses the theoretical foundations and practical impact of multimodal learning. It also examines the use of embeddings, fusion techniques, and explores model performance evaluation. The review acknowledges the limitations of current multimodal approaches in marketing and encourages more guidelines for future research. Overall, this work emphasizes the importance of integrating intelligent technology in marketing to personalize customer experiences and improve decision-making processes. [ABSTRACT FROM AUTHOR]

For several stakeholders, including market players, customers, grid operators, policy-makers, investors, and energy efficiency initiatives, having a precise estimate of power pricing is crucial. It is easier for traders to plan, purchase, and sell power transactions with access to accurate electricity price forecasting (EPF). Although energy production and consumption topics are widely discussed in the literature, EPF and renewable energy trading studies receive less attention, especially for intraday market modeling and forecasting. Considering the rapid development of renewable energy sources, the article highlights the significance of integrating the deep learning model, long short-term memory (LSTM), with the proper trading strategy for short-term hourly renewable energy trading by utilizing two different spot markets. Day-ahead and intraday markets are taken into account for the West Denmark grid region (DK1). The time series analysis indicates that LSTM yields superior results compared to other benchmark machine learning algorithms. Using the predictions obtained by LSTM and the recommended trading strategy, promising profit values are achieved for the DK1 wind and solar energy use case, which ensures future motivation to develop a general and flexible model for global data. [ABSTRACT FROM AUTHOR]

This paper explores the intersection of game theory and pop culture as a potent strategy for amplifying social media engagement. A methodological analysis demonstrates how game theory principles can be effectively applied to social media campaigns by leveraging the universal appeal of pop culture. The study introduces a simple yet illustrative model that outlines the strategic use of pop culture elements to attract new followers and maximise net profit, considering variables such as potential follower base, cost of pop culture integration, and the preferences of different audience segments towards pop culture-infused products. Findings underscore the untapped potential of conscious game theory application in social media strategy design, offering a fresh perspective on achieving optimal engagement through a balance of appeal to pop culture enthusiasts and those favouring traditional content. This contribution is novel in its approach. It provides a comprehensive review of game theory's utility in pop culture and presents a detailed framework for its application in social media campaigns. By bridging theoretical concepts with practical application, this research opens new avenues for strategic engagement in the digital age, making a significant addition to both academic research and practical marketing strategies. [ABSTRACT FROM AUTHOR]

This study investigates clinic marketing, a technique utilized by healthcare service enterprises to advertise their products and services, establish marketing strategies, and enhance consumer contentment. It specifically concentrates on conducting an extensive analysis of the 7P marketing mix. Data from 19 clinic professionals was obtained through face-to-face interviews and analyzed via content analysis. The study comprises recommendations on enhancing service quality, setting competitive pricing strategies, leveraging location benefits, implementing effective promotional tactics, boosting employee performance, refining treatment methods, upgrading physical facilities, devising customer satisfaction approaches, increasing brand awareness, and improving online visibility. Such suggestions offer valuable insights to healthcare clinics competing in the market. The integration of variables such as product, price, promotion, place, people, process and physical facilities, into marketing operations is crucial. According to the research, key strategies included competition analysis, digital and social media leverage, conducted analysis focused on the target audience, relationship management, and preparation of a solid crisis communication plan. These tactics will enhance clinic marketing success and provide a competitive advantage. [ABSTRACT FROM AUTHOR]

Tove Jansson (1914–2001) was an outstandingly talented Finnish-Swedish artist, recognized worldwide mostly as the creator of the Moomins. Although the last of the nine-volume series (1945–1970) about the internationally popular Finnish trolls, Moominvalley in November, was published over fifty years ago, the Moomins' and Jansson's popularity is still rising, which testifies to the universality and timelessness of the books as well as the thoughtful marketing strategies of Moomin Characters Ltd, the company responsible for copyright supervision. In this article I discuss the Moomin characters' representation in three events set in contemporary (2017–2021), extratextual societal contexts, both strategically planned and co-organized by Moomin Characters Ltd and spontaneously organized by ordinary people. The motifs and figures from Moominvalley which have been applied in (1) the Invisible Child campaign, (2) the #OURSEA campaign, and/ (3) the women's strike protests in Poland are exemplified and juxtaposed with their literary images in the nine Moomin books by Jansson. My conclusion is that the references are based on a selective reading and focus on beneficial—in specific contexts—facets. On the one hand, it proves the Moomin books' versatility and topicality, while on the other, it is not inclusive and disregards the holistic message of the saga, which is an evolving continuum. Furthermore, this way of reading reinforces a single address of the unequivocally double-addressed series. [ABSTRACT FROM AUTHOR]

The presence of the industrial era 4.0 gave birth to various technological developments that have an influence on the delivery and processing of data in all aspects of human life. Technology brings the presence of developments in the field of marketing. This development comes with digital marketing that shifts conventional marketing. Business owners try to do various ways to develop their business and increase profits, one of which is the use of digital content as a strategy in digital marketing. The purpose of this study is to analyze the use of digital content as a means to reach market segments that are not conventionally reached. The research method used is qualitative with description processing. The data collection technique is a literature study using various relevant sources. The data obtained was analyzed with three stages, namely data reduction, data presentation, and conclusion making. The results show that the use of digital content as a digital marketing strategy is effective in reaching market segments that are not reached conventionally through social media platforms, websites, and mobile applications. Analysis of content performance and user interactions enables optimization of digital marketing strategies, increasing brand awareness, expanding reach, and enhancing engagement with diverse market segments, emphasizing the importance of continuous development and utilization of analytics technology to understand consumer preferences and behaviors to strengthen competitive positions in dynamic markets. [ABSTRACT FROM AUTHOR]

In 2023, the Research and Development Market Strategy Division was established at NTT Corporation. Its mission is to create new value by combining research and development on the basis of the conventional product-out approach with marketing while being committed to creating an exciting future. We asked Sachiko Oonishi, NTT executive vice president, head of Research and Development Market Strategy, about the Division and her mindset as a top executive. [ABSTRACT FROM AUTHOR]

The study aimed to assess the digital leadership strategies, methods, and technological emphasis that contribute to IKEA's successes in its digital leadership journey. The study utilized a qualitative case study methodology, drawing upon published sources such as recorded interviews, documentaries, retail and consumer industry observations, and relevant literature on IKEA and the retail and consumer business. Findings demonstrate several strategic orientations, philosophies, and tactics employed by IKEA to achieve digital leadership excellence. A comparative analysis of digital leadership between IKEA and some global R&C businesses reveals IKEA's strategic uniqueness in digitalization. The research concludes by proposing a process model that identifies several factors, including networking, customer understanding, marketing strategies, talented HR specialists, and smart technologies for operations. By applying change management theories, manufacturing theories, and innovation theories, these factors can potentially contribute to achieving success in digital leadership. The study tries to triangulate digital leadership strategies, management thoughts, and R&C business operations. [ABSTRACT FROM AUTHOR]

This research aims to analyze how the Karo Regency DISBUDPORAPAR communication strategy increases tourist visits and to analyze whether there are obstacles in implementing the Karo Regency DISBUDPORAPAR communication strategy. This researcher uses AIDDA Theory or often also called AA Procedure (from attention to action procedure), a theory put forward by Wilbur Schraman. AIDDA theory stands for Attention (attention), Interest (interest), Desire (desire), Decision (decision), Action (action/activity). Where this research uses a qualitative approach to data collection through interviews, observation, and photo documentation, and ends with data analysis. This is to describe the data findings and analysis of the data used. The results found in this research are that DISBUDPORAPAR has implemented the provisions contained in the AIDDA theory by implementing communication strategies to increase natural tourism visits in Karo Regency. Researchers also found that DISBUDPORAPAR carried out marketing communication strategies via Instagram, Tiktok, YouTube, Facebook, and the Karo Highland Tourism application. The obstacles in implementing communication strategies are due to budget limitations, thereby narrowing the space for DISBUDPORAPAR socialization activities. [ABSTRACT FROM AUTHOR]

Brand awareness serves as a crucial factor in setting apart educational institutions amidst competition and enticing potential stakeholders. Utilizing video content emerges as an effective avenue for conveying a university's ethos and values, thereby enriching brand recognition. This study endeavors to explore impactful strategies in video content creation aimed at fortifying the brand awareness of Universitas Pesantren Tinggi Darul Ulum (Unipdu). Employing a qualitative methodology, the research employs in-depth interviews, focus group discussions, and content analysis to glean insights from Unipdu stakeholders. Through thematic analysis, recurring patterns and themes concerning effective video content strategies for brand awareness are delineated. The findings unveil Unipdu's alignment with branding theory, accentuating the emphasis on brand identity development, strategic positioning, and the cultivation of brand equity. Concurrently, content marketing strategies, tailored to each stage of the buyer's journey, are implemented to effectively engage prospective students. In conclusion, Unipdu's concerted efforts in strategic branding and content marketing, underpinned by theoretical frameworks, have propelled the university to the forefront of the education sector. By harmonizing content strategies with audience requisites and assessing effectiveness, Unipdu not only bolsters its brand perception but also beckons stakeholders, thereby fortifying its competitive edge. [ABSTRACT FROM AUTHOR]

This research aims to analyze marketing communication strategies, identify obstacles in marketing communication strategies, and find a model for marketing communication strategies. The research method used is qualitative with a qualitative descriptive approach. The subjects in this study consist of five main informants who are female weavers and marketers of woven songket fabric in Batu Bara, and there are two triangulation informants, namely the head of tourism and the chairman of the Tourism Awareness Group (Pokdarwis). This research utilizes communication theories with data collection methods including observation, indepth interviews, and documentation. The results of this study indicate that female weavers have implemented the 4Ps approach: Product, Price, Place, and Promotion. The obstacles faced by the weavers include physical barriers, status barriers, and cultural barriers. The researcher also found a model in the marketing communication strategy used by the weavers, namely a marketing communication model in the form of face-to-face sales, where sales are made directly to potential buyers followed by community engagement by building good relationships with buyers, fellow weavers, and related parties. Followed by direct marketing divided into offline and online marketing, advertising on social media, and finally conducting sales promotions by offering discounts or promotions on a product. [ABSTRACT FROM AUTHOR]

In 2023, the Research and Development Market Strategy Division was established at NTT Corporation. Its mission is to create new value by combining research and development on the basis of the conventional productout approach with marketing while being committed to creating an exciting future. We asked Sachiko Oonishi, NTT executive vice president, head of Research and Development Market Strategy, about the Division and her mindset as a top executive. [ABSTRACT FROM AUTHOR]