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Amidst the intensive cola war in the Indian market, Hector Beverages Private Limited introduced ethnic drink as a competitive strategy to attract Indian consumers. This move aims to attract Indian consumers by not only offering health benefits and nutritional value but also providing a sense of connection to the past and emotional satisfaction through old memories. Paper Boat, an ethnic and nostalgic beverage brand of Hector Beverages, has disrupted the Indian beverage industry, challenging market leaders to provide innovative and nutritional drinks. The case study highlights Paper Boat's innovative value proposition and nostalgia marketing campaigns, while also examining the competitive strategies of major players in the Indian beverage industry. The case study also raises important questions that Hector Beverages must consider remaining relevant in a changing market and retaining its competitive advantage. [ABSTRACT FROM AUTHOR]

The 21st century business environment is very dynamic, competitive and complex due to unpredictable changing consumer behaviour, savvy customers, globalization and the impact of technology in general. Organization managers are struggling to think and rethink of the best competitive marketing strategies that can help them to survive in the game. One of the strategies effectively utilized is branding. Organizations are struggling to build appealing, and strong brands that can help to outlive in the game and make profit. Considering that, different strategies employed by managers to invest in building strong brand equity have been promoted in literature; conceptualization of the power of internal branding in building strong brand equity is not clearly established. Therefore, this paper aims at conceptualizing internal branding as an important instrument or strategy that can help an organization to build and sustain brand equity. [ABSTRACT FROM AUTHOR]

Product-Service systems (PSS) is a somewhat established field, and many literature reviews looking at the state-of-the-art in PSS research have been conducted. Nevertheless, a broad picture of all research developed over the years and the progress of the field is still missing. Aiming to provide a clear picture of how the literature has evolved over the years and the status of the body of knowledge on the topic, this paper analyzes PSS-related literature review papers, identifies what aspects of this body of research are well developed, the progress achieved so far and remaining underexplored topics. An umbrella review (i.e., a review of reviews) was conducted, selecting 45 PSS-related review papers. The characteristics of the reviews are classified according to seven review types. A PSS-related literature review timeline is developed, divided into four research periods according to the publications' focus (themes, macro-topics and topics), similarities, timeframe, and review types. The results show that descriptive reviews are the most common in PSS-related literature. The paper provides a general picture of PSS-related literature review papers, focusing on the review types, thematic evolution, topics covered by the analyzed reviews, and underexplored research topics that could contribute to bring new insights to PSS-related research. There is a lack of quantitative studies in PSS literature; therefore, meta-analyses have not been developed in the area until now. Research on PSS business model and innovation topics are scare, and could be connected with marketing and strategy. The research opportunities highlighted in this study offer a broader perspective to readers as those cover the point of view of different authors from different research fields. More studies synthesizing the results of PSS-related research and contrasting the opinions of the different research communities should be conducted to advance PSS knowledge. • Product-service systems (PSS)-related literature review papers were analyzed. • The reviews were classified in seven types. • Meta-analysis and umbrella reviews were not common in PSS field. • PSS-related literature review timeline is developed, divided into four research periods. • A general picture of PSS-related review papers topics is developed. [ABSTRACT FROM AUTHOR]

Functional foods are experiencing a growing demand worldwide as consumers seek ways to take control of their health. Despite this growing demand, the lack of a standard definition for functional food for formal categorization and regulation results in many functional food products run into hurdles for consumer acceptance, as many people are not familiar with the concept, and scientific evidence that could increase legitimacy of these products is not widely available. Of the 15 steps the Functional Food Center has outlined for development of functional food products, marketing a product to educate people is closely related to consumer acceptance and is therefore an important step to study to increase success of functional food products. This review article will focus on recent studies that examine carrier/ingredient combinations, information channels, credibility, and consumer targeting and how they can impact consumer intent to purchase or accept functional foods. These studies build off hypotheses tested in pre-existing studies or bring in novel determinants to consider. Finally, advice on marketing based on the results in the included papers and from an industry expert will be discussed. [ABSTRACT FROM AUTHOR]

Employers of marketing graduates view good writing as a core marketing skill, but many marketing students are weak writers. The improvement of student writing should therefore be an important objective in a well-designed marketing curriculum. One-page papers combine the effective teaching of marketing concepts with writing instruction while keeping demands on instructor time manageable. This innovation most improves the writing of weaker writers in a class. Combined with a more challenging group writing assignment, it provides a mechanism for improving the writing skill of all class members while fostering an ability to thoughtfully apply marketing concepts to solve unstructured problems. [ABSTRACT FROM PUBLISHER]

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This paper deals with the analysis of the preferences of different customer generations in Slovakia in the field of marketing communication and its influence on consumer behaviour. Currently, marketing communication is an integral part of company strategies and has a key influence on how customers choose products or services. With the increasing importance of the generational segmentation of customers, understanding their individual preferences and tendencies in communication becomes an essential prerequisite for success. In this paper, we explore how preferences differ between Baby Boomers, Generation X, Generation Y, and Generation Z, and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creation and implementation of marketing strategies. At the same time, the paper enables a better understanding of the dynamics of consumer behaviour in the context of generational preferences and will help identify opportunities for improving marketing activities and more effective communication with target groups. [ABSTRACT FROM AUTHOR]

Influencer marketing has emerged as a powerful tool in digital marketing, particularly in niche markets where targeted consumer engagement is critical. This paper explores the strategic approaches that businesses can adopt to harness influencer marketing effectively in niche sectors. It delves into the distinct characteristics of niche markets, such as smaller audience sizes and specialized interests, and examines how these factors influence marketing strategies. The paper highlights the importance of aligning influencers with a brand's values, products, and target audience to build authenticity and trust. Moreover, the study discusses various influencer selection criteria, including relevance, reach, and engagement rates, which are essential for creating impactful campaigns in niche markets. It also explores the role of micro and nano influencers, whose deeper connections with their followers make them particularly valuable in targeting specific audiences. The study emphasizes the need for brands to foster long-term partnerships with influencers to maintain credibility and drive sustained engagement. Additionally, it analyzes the metrics and tools available to measure the effectiveness of influencer campaigns, focusing on return on investment (ROI), audience reach, and engagement. Finally, the paper identifies potential challenges, such as limited scalability and the risk of market saturation, and provides recommendations for overcoming these barriers. This review offers valuable insights into the evolving landscape of influencer marketing and presents strategic frameworks that businesses can adopt to succeed in niche markets. [ABSTRACT FROM AUTHOR]