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An introduction is presented in which the editors detail the theme of mitigation of negative effects of maximization in marketing. The concepts are defined, a history of mitigation in marketing research is presented, as well as an overview of the articles presented in the special issue and an agenda for future research in this area.

Direct-to-consumer firms increasingly believe that influencer marketing is an effective option for seeding. However, the current managerially relevant question for direct-to-consumer firms of whether to target low- or high-followership influencers to generate immediate revenue is still unresolved. In this article, the authors' goal is to answer this question by considering for the first time the whole influencer-marketing funnel, that is, from followers on user-generated content networks (e.g., on Instagram), to reached followers, to engagement, to actual revenue, while accounting for the cost of paid endorsements. The authors find that low-followership targeting outperforms high-followership targeting by order of magnitude across three performance (return on investment) metrics. A mediation analysis reveals that engagement can explain the negative relationship between the influencer followership levels and return on investment. This is in line with the rationale based on social capital theory that with higher followership levels of an influencer, the engagement between an influencer and their followers decreases. These two findings are derived from secondary sales data of 1,881,533 purchases and results of three full-fledged field studies with hundreds of paid influencer endorsements, establishing the robustness of the findings. [ABSTRACT FROM AUTHOR]

A new trend in influencer marketing is livestream commerce, which combines influencers' live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, "big" influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience's conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies. [ABSTRACT FROM AUTHOR]

Marketing products/services internationally entails a bold decision that has high-cost implications and significant performance consequences: Should the firm standardize or adapt its marketing strategy across borders? The dilemma is a seminal issue, and perhaps the most enduring in international marketing scholarship. However, despite the voluminous work on the topic, an ontological assumption induces inconclusive conceptualizations and impedes theoretical advancement. The author contends that a self-contained, atomistic representation of the standardization/adaptation decision is such an impediment. This work problematizes a portrayal of the decision as if it is taken following a detached, own judgment of broad environmental contingencies. In turn, the study builds on fit literature and promotes an alternative perspective that acknowledges relational imperatives for requisite theorizing. Hence, standardization/adaptation is framed as a coconstituted process toward relational fit, with international marketing strategies being contingent on the role of significant "others." [ABSTRACT FROM AUTHOR]

For one-of-a-kind production (OKP) manufacturers adopting an engineer-to-order or make-to-order marketing strategy, it is very important to set an appropriate due date. We design an incentive-compatibility due-date quotation procedure to help OKP manufacturers obtain the rational due-date quotation from OKP customers. Based on the rational due-date quotation decision-making, the performance of an OKP shop floor controlled by load-based pull systems is evaluated in simulation. Our findings show that if the collaboration of due-date quotations and load-based pull control is effective, the order profit of OKP manufacturers will not be reduced when the delivery delay occurs. This study can provide more insights on order quotation decision-making and pull production control for OKP manufacturers. [ABSTRACT FROM AUTHOR]

While much of the academic literature on spinouts focuses on new ventures launched by the ex-employees of incumbent firms within the same industry, recent research shows that spinouts may also enter a focal industry from "knowledge contexts" outside of the incumbent industry. In particular, recent studies show that spinouts may enter from both upstream and downstream industries related to a focal industry along the value chain. Such spinouts have been called user-industry and supplier-industry spinouts. In this article, evidence from existing studies is collected to provide an indication of the relevance of such spinouts across various industries. This survey also includes an analysis of industry studies in which user- and supplier-industry spinouts may have been present but were not identified as such by scholars due to a difference in focus. The paper then considers the evidence accumulated to date in order to explore the industry contexts in which these two types of spinouts appear and to develop propositions concerning differences in the entry timing and product/market strategies of these startups. [ABSTRACT FROM AUTHOR]

Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical implications for marketing scholarship, social implications for understanding and implementing an agenda of decolonization, and practical implications for health care marketing. [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]

Hiking tourism is an essential means of destination development. A holistic understanding of the hiking experience could benefit destination management. This study adopted topic modelling and an online review-based approach to determine the key attributes of hiking tourism in the context of seasonality. Data were collected from TripAdvisor and a comprehensive list of the attributes, discussed by hikers when visiting Dragon's Back Trail in Hong Kong, is constructed and categorized into five aspects. Insights into the hikers' interests and concerns about the experience attributes across seasons are revealed. The results show that the concerns for some attributes are more sensitive in specific seasons compared with other attributes. Precisely, this study found that seasonality has heterogeneous effects on hikers' experience. The results are beneficial to support local hiking tourism marketing and hedging strategies for different seasons. [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]

The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used, based on a primary source, a survey carried out on people over 55 years of age residing in Spain. The results reflect the existence of significant discontent regarding advertising campaigns directed towards that generation, since they estimate that they do not use the most appropriate channels and coherent strategies, and they are not developed with respect to their way of being and thinking. It is concluded that personalization in treatment, the generation of trust and improving accessibility to new purchasing systems should allow for solid and lasting commercial relationships between companies and this generation. [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]

Functional foods and drinks benefit human health beyond adequate nutritional effects. The rising popularity of functional beverages (FBs) is associated, among others, with their convenience and capacity to meet consumer needs. This research study aimed to explore the predictors of consumers' intentions toward functional beverages FBs and develop guidelines for how producers and retailers could develop adequate strategies regarding the products. The online questionnaire survey examined consumers' willingness to purchase (WTP) FBs in three categories: (i) yogurts, kefirs; (ii) isotonic, hypertonic, and hypotonic drinks; (iii) smoothie drinks, and fruit/vegetable cocktails. The questionnaire considered consumers' values, attitudes, and intentions toward FBs. A four-stage hierarchical multiple regression was undertaken. Predictors of WTP products from the selected groups differed. Women were more willing to buy fruit and vegetable-based FBs than men. Reward from using functional foods was the strongest predictor of consumers' WTP dairy FBs and sports drinks. We suggest conducting an experimental study in the future, which should allow us to best determine cause-and-effect relationships between values and attitudes and WTP FBs. Food habits are essential determinants of consumer intentions toward FBs; hence, we suggest promoting healthy nutrition habits within public–private partnerships. Retailers that offer health foods and employ societal retailing may disclose this information in sustainability reporting. The originality of this study resides in designing a model for assessing consumers' attitudes and intentions toward FBs belonging to three selected categories. Previous studies were usually focused on the functional food market in Asian countries. We examined consumers' WTP FBs in a European country. [ABSTRACT FROM AUTHOR]

Introduction: 'Ecotourism' refers to tourism that promotes and preserves a site's eco-heritage to make tourists aware of the cultural past and protect the environment at the same time. The elementary impression behind ecotourism is that it signifies an appealing alternative to the mass tourism paradigm, significantly altering the natural and social circumstances of tourist destinations worldwide. Purpose: To study the various factors responsible for the prospects and development of ecotourism, including marketing strategies, which necessitates and deliberates for society's well-being and the safeguarding of the landscape. Need for the study: This research provides perceptions into the economic, environmental, and social factors and the marketing tools that influence the sustainable development of ecotourism and to address the historical neglect or minimal consideration of environmental impacts associated with tourism practices. Methodology: The study involved quantitative analysis gathering primary data from 100 respondents and inclusion of secondary data sourced from journals and articles. The collected data underwent testing and analysis, employing descriptive statistical analysis, analysis of variance (ANOVA), correlation analysis, and structural equation modelling (SEM). These analyses successfully established relationships among the variables under investigation. Findings: The study recommends a futuristic plan to boost the sustainable growth of ecotourism on the basis of the findings of the study. Practical implication: The research underscores the pivotal role of local community engagement, education, enhanced visitor experiences, and strategic promotion facilitated by eco-smart technologies in fostering the sustainable growth of ecotourism destinations. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This research reveals the presence, in online survey data, of a key pattern documented in psychology lab research: the Mirror Effect. The Mirror Effect occurs when unfamiliar stimuli are unexpectedly recognized as accurately as familiar stimuli, or more accurately. Using a set of familiar and unfamiliar words (as determined by lexical frequency), we first report that we can robustly replicate psychology lab research in an online survey, detecting the Mirror Effect. We then apply the same analytical approach to surveying consumer recognition of everyday brands (supermarkets, banks and car brands). We find that unfamiliar brands can be recognized with the same level of accuracy as familiar brands, and this effect is stronger than age and gender memory biases present in the data. However, we detect a boundary condition for branded apps, which are extremely unfamiliar brands competing in highly fragmented marketplaces, so very few get downloaded or used. For these digital brands, we find a Concordant Effect, as most respondents find it difficult to recognize highly unfamiliar branded apps (i.e., those with fewer than 5000 downloads). The Mirror Effect re‐emerges for highly experienced app users. These results demonstrate the implications of a generalizable empirical pattern from cognitive psychology for branding and advertising theory. The outcomes of this research also translate into practical guidelines for brand performance measurement via online surveys, mitigating recognition memory bias for the development of marketing strategies based on more accurate interpretation of empirical evidence. [ABSTRACT FROM AUTHOR]

Copyright of Food Science & Technology & Economy is the property of Grain Science & Technology & Economy Editorial Office and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Marketing mix strategy plays an important role and serves as a road map for achieving organizational and marketing objectives. An effective marketing mix in the food brand segment strengthens the product's image, recognition, perception and market share by offering superior value to its customers. The purpose of this case study was to review the marketing mix strategy of a local spice brand with a focus on the bottom of the pyramid (BOP) customers. The case revolved around many questions, encompassing several aspects related to brand marketing, marketing mix strategies, communication and brand distribution, and the company's core values and vision and its alignment with the mission. The data for this case study were acquired from secondary sources. The information set highlighted the marketing mix and raised questions regarding the underlined challenges faced by the brand for penetrating and maintaining its presence in the market. [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]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

One of the KURs that is in great demand by the public is the Sharia KUR at Pegadaian. KUR Syariah Pegadaian is a loan facility provided by PT. Pawnshop to customers who have a productive business to be used as a fund for their business development. The nominal loan limit is up to IDR 10 million with a term that can be chosen from 12 to 36 months. The objective of this study is to find out the marketing strategy used to increase revenue through the pawnshop Sharia KUR product, the marketing inhibiting factor by PT Pegadaian Syariah Unit Bone to increase revenue through the pawnshop Sharia KUR product and the effectiveness of the marketing strategy of the Sharia KUR product in increasing the revenue of PT Pegadaian Syariah Unit Bone. This study uses a field research method. The approach used is a qualitative approach. In this study, the data collection techniques used are interviews, observations and documentation. The data analysis technique that will be used in this study is SWOT analysis. Based on the results of the research, it was obtained that the marketing strategy of KUR Syariah Pegadaian products in the Bone unit branch is proven through several aspects, namely efforts to provide clear and easy-to-understand information, strengthen consumer trust in products and ensure their engagement, reach the right target market, maximize the use of resources, increase the conversion of leads into customers, and strengthen company relationships with the right audience and providing education about KUR Sharia products reduces the uncertainty of prospective customers, increases trust in products, and encourages smart financial decision-making in accordance with Sharia values. Factors that hinder the marketing of PT Pegadaian Syariah Unit Bone in increasing revenue through KUR Syariah products include a lack of socialization and education to the public, competition with other financial institutions, limited human resources, and changes in government regulations. The marketing strategy of Pegadaian Sharia KUR products is effective in increasing the revenue of PT Pegadaian Syariah Unit Bone. This can be seen from the results of the SWOT analysis above, which shows that the IFAS matrix shows that the strengths and weaknesses have a total score of 3.47. This indicates that the marketing strategy of KUR Syariah products in an effort to increase the revenue of PT Pegadaian Syariah Unit Bone is in such a strong internal position. Furthermore, the EFAS matrix shows that the opportunity and threat factors have a total score of 3.14. This indicates that the marketing strategy of KUR sharia products in an effort to increase the revenue of PT Pegadaian Syariah Unit Bone can respond to the opportunities that exist by avoiding threats. [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 article proposes a structural framework for the joint estimation of tourists' daily personal expenditures (intensity) and length of stay (extensity). We reconceptualize commonly accepted exogeneous determinants of both outcomes into a set of exogenous antecedents pre-existing the travel decision and a set of endogenous mediators that capture the role of market exchange after the travel decision and corresponding choices are made. Findings reveal that the effects of some exogenous factors, such as gender, income, and motives on total spending are fully mediated within the intensity and extensity components, absent of any direct impacts. Other factors, such as nationality, appear not to influence spending due to offsetting mediated effects. As these forces are difficult to discern via reduced-form modeling, the proposed structural framework provides tourism managers with deeper insight into the footprints of established expenditure determinants, potentially improving upon the efficacy of marketing strategies. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Casinos operate in a competitive environment. Relationship marketing has become a central focus of casino marketing practice. However, the literature lacks any clearly identified marketing strategies for customer acquisition and retention. This article employs a systematic literature review method to identify and delineate acquisition and retention strategies for the casino sector. The findings revealed measures and antecedents for customer acquisition, retention, casino consumption, and loyalty. The study draws on these findings to present a conceptual model that categorizes customer acquisition and retention strategies. Suggestions and recommendations are highlighted for practitioners and researchers. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Engineering Management / Gongcheng Guanli Xuebao is the property of Journal of Engineering Management Editorial Office and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Prior research on catch-up strategies often provides insights from the technology-related perspective and ignores some non-technological factors. Through the multi-case study of China's smartphone industry, we develop a theoretical framework explaining how latecomer firms catch up through diverse strategic choices. We identify two strategic paths that latecomer firms follow to catch up and surpass the incumbents. One path is to explore new business opportunities via deep market insights and then combine them with building up product technologies. Another path is from product technology build-up to market insights exploration. Firms following this path usually start with building up essential technologies and act as fast followers for new market insights. Then, as they continue developing their technological strengths, these firms devote efforts to improving their ability to capture new market insights. This study challenges the 'first imitation, then innovation model' discussed in the literature and shows that latecomer firms can pursue cutting-edge innovations in their early activities. The research also shows that, unlike previous studies, the technology build-up is not the only path to help latecomers catch up and challenge incumbent leaders. [ABSTRACT FROM AUTHOR]

Blind boxes have swiftly emerged as a prominent marketing strategy in tourism. Based on information gap theory, this research aims to explore how to optimize marketing effectiveness through varying levels of information gap. Findings show that a moderate-level information gap triggers stronger impulsive purchase intention than a high-level information gap, with curiosity and anxiety perception mediating the effect. Moreover, consumers with a low-risk propensity are particularly sensitive to the impact of the information gap level. These findings contribute theoretically and provide practical guidance for optimizing the marketing of plane ticket blind boxes. [ABSTRACT FROM AUTHOR]

This paper explores ICT investment and different types of absorptive capacity (realized and potential) as determinants of micro-level TFP in Colombia from 2008 to 2018. Our empirical output suggests that productivity is positively affected by ICT expenditures as well as by the presence of those IT-related potential absorptive capacities that strengthen knowledge acquisition and assimilation inside the plant: online transactions (e-commerce) and the use of network communication platforms(e-communication). Realized absorptive capacities such as R&D cooperation and marketing expenditures (signaling firms' ability to exploit and transform available information) are found to only induce TFP growth if combined with appropriate IT capabilities: R&D collaboration paired with e-communication and, marketing strategies connected with e-commerce. These results remain robust to various productivity indicators, issues of reverse causality (TFP-ICT link) and even to different IT-related proxies. [ABSTRACT FROM AUTHOR]

For “centuries” manufacturers have been using marketing tools to disseminate information to customers regarding their products. The development of internet has forced companies to use digital technologies to interact with customers and tell them about their products. The purpose of this study was to analyse the impact of digital marketing on brand awareness among the customers of sportswear in Dar es Salaam City, Tanzania. This study applied analytic crosssectional design to analyse quantitative collected from sportswear customers that were selected using simple random technique. The data was gathered using structured questionnaire from 250 sportswear customers in Kigamboni and Kinondoni districts. Data were analysed using descriptive statistics and multiple linear regression model. The findings of this study indicate that, five marketing tools namely, content marketing, social media marketing, affiliate marketing, paid advertising marketing and pay-per-click marketing have positive and significant impact on brand awareness. On the contrary, e-mail marketing was found to have non-significant impact on brand awareness. This study has informed customers that searching for information regarding sportswear products is less time consuming and low cost. Moreover, this study informs sportswear manufacturers have to use more paid advertisements marketing since they capture more customers. Based on the findings, this study recommends that sportswear to invest heavy and continue to improve their paid advertising and pay-per-click marketing campaigns and to combine digital marketing and traditional marketing strategies for effective ad wide coverage in order to achieve higher brand awareness. The two-marketing media can create a synergy that is more beneficial than using either medium separately. [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]

The use of celebrities in bank advertisements is a marketing method that has been frequently employed in recent years. This marketing strategy is costly but effective in influencing consumers and creating a lasting impression. Therefore, the use of celebrities has become a common practice. In the banking sector, where intangible products are marketed, trust is crucial. The importance of using celebrities in bank advertisements lies in providing customers with a sense of trust. This study investigates the use of celebrities in bank advertisements by showing two different advertisement posters featuring celebrities to participants and measuring their reactions. Questionnaire, eye-tracking, and face-coding techniques were used in combination with comparative analyses to understand consumers' responses to these posters, as well as their physiological reactions. The data obtained from the study revealed that participants responded positively to the use of celebrities in advertisements, found them more memorable, but did not purchase bank products and services solely because of the use of celebrities. Furthermore, the study revealed that participants primarily focus on the written content of bank posters, paying little attention to the faces of famous individuals or the bank logo. [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]