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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 study aims to describe how SWOT analysis based on the marketing mix is used in Qur'anic instruction at MI Islamiyah Jombang. This research answers: 1) How does SWOT analysis based on marketing mix place the quadrant of Al-Qur'an learning? 2) How can the SWOT analysis results based on the marketing mix optimize the marketing strategy of Al-Qur'an Learning? The results showed that TPQ Al-Ichsany became part of the business unit strategy managed by MI Islamiyah Jombang to serve Qur'anic learning. The analysis of the total IFAS score for strengths is 3.025, and for weaknesses is 1.122. The EFAS score for opportunities is 2,392; for threats, it is 1,012. The position of Al-Qur'an learning at MI Islamiyah Jombang is in Quadrant I (+,+). Al-Qur'an learning is in excellent and steady condition. A marketing services strategy was used to support the aggressive growth policy. Intensive strategies through market penetration and market development are strategies to expand, enlarge growth, and seize maximum opportunities for the continuous progress of Qur'anic education.

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]

The Atlanta University Center Robert W. Woodruff Library used both digital and traditional marketing to promote the Joseph Echols and Evelyn Gibson Lowery Collection, an invaluable civil rights history archive. Leveraging social media, particularly Instagram Reels, resulted in a 334% increase in engagement, demonstrating the effectiveness of meeting diverse audiences online. Additionally, traditional methods, including presentations, radio interviews, and community events, complemented the digital strategy to reinforce the importance of having an integrated approach to promoting archival collections. [ABSTRACT FROM AUTHOR]

This study aims to prove that the new concept of reciprocal pricing can affect the improvement of MSME performance. This study uses a quantitative approach with the sample technique used is Cluster Random Sampling This technique is taken with the argument that this research was conducted in several areas, namely, the tourism area of MSMEs street food vendors, then the building owner sells drinks or other products that are not similar. There were 175 MSMEs that became the object of research using the SEM AMOS analysis tool. Empirical evidence proves that Reciprocal pricing is able to encourage the improvement of MSME performance. Implement a marketing strategy strategy that focuses on building and maintaining marketing relationships between one business unit and another for the long term with the aim of providing different value to customers from competitors. The novelty of this research is Reciprocal Pricing, which is the concept of reciprocal pricing by two or more business units that provide mutual benefits to the agreed price, this variable is thought to improve performance. The implication is that efforts to improve the performance of MSMEs need to use the concept of Reciprocal Pricing in this research which is proven to encourage the improvement of MSME performance. The implementation of reciprocal pricing in improving the performance of MSMEs in tourism areas is proven to increase the number of consumers. [ABSTRACT FROM AUTHOR]

This article introduces NTT research and development (R&D) efforts from two perspectives: the "product-out" approach and the "market-in" approach. It is based on the keynote speech given by Sachiko Oonishi, executive vice president, head of Research and Development Market Strategy of NTT Corporation, at the "NTT R&D FORUM 2023? IOWN ACCELERATION" held from November 14th to 17th, 2023. [ABSTRACT FROM AUTHOR]

Investment decision-makers increasingly rely on modern digital technologies to enhance their strategies in today's rapidly changing and complex market environment. This paper examines the impact of incorporating Long Short-term Memory (LSTM) models into traditional trading strategies. The core investigation revolves around whether strategies enhanced with LSTM technology perform better than traditional methods alone. Traditional trading strategies typically depend on analyzing current closing prices and various technical indicators to take trading action. However, by applying LSTM models, this study aims to forecast closing prices with greater accuracy, thereby improving trading performance. Our findings indicate that trading strategies that utilize LSTM models outperform traditional strategies. This improvement suggests a significant advantage in using LSTM models for market prediction and trading decision making. Acknowledging that no one-size-fits-all strategy works for every market condition or stock is crucial. As such, traders are encouraged to select and tailor their strategies based on thorough testing and analysis to best suit their needs and market conditions. This study contributes to a better understanding of how integrating LSTM models can enhance traditional trading strategies, offering a path toward more effective decision making in the unpredictable stock market. [ABSTRACT FROM AUTHOR]

The article focuses on intervention research as a design science that devises action to change existing situations. Topics include market penetration strategies using intervention research, dysfunctions in the import and distribution of agricultural nutrients, and recommendations for developing effective market strategies based on lived market realities.

In the dynamic world of finance, the application of Artificial Intelligence (AI) in pair trading strategies is gaining significant interest among scholars. Current AI research largely concentrates on regression analyses of prices or spreads between paired assets for formulating trading strategies. However, AI models typically exhibit less precision in regression tasks compared to classification tasks, presenting a challenge in refining the accuracy of pair trading strategies. In pursuit of high-performance labels to elevate the precision of classification models, this study advanced the Triple Barrier Labeling Method for enhanced compatibility with pair trading strategies. This refinement enables the creation of diverse label sets, each tailored to distinct barrier configurations. Focusing on achieving maximal profit or minimizing the Maximum Drawdown (MDD), Genetic Algorithms (GAs) were employed for the optimization of these labels. After optimization, the labels were classified into two distinct types: High Risk and High Profit (HRHP) and Low Risk and Low Profit (LRLP). These labels then serve as the foundation for training machine learning models, which are designed to predict future trading activities in the cryptocurrency market. Our approach, employing cryptocurrency price data from 9 November 2017 to 31 August 2022 for training and 1 September 2022 to 1 December 2023 for testing, demonstrates a substantial improvement over traditional pair trading strategies. In particular, models trained with HRHP signals realized a 51.42% surge in profitability, while those trained with LRLP signals significantly mitigated risk, marked by a 73.24% reduction in the MDD. This innovative method marks a significant advancement in cryptocurrency pair trading strategies, offering traders a powerful and refined tool for optimizing their trading decisions. [ABSTRACT FROM AUTHOR]

This research aims to investigate the relationship between prior spending and unplanned purchases based on an understanding of decision framing effects and compensatory psychology. We argue that the impact of prior buying on unplanned purchases is moderated by the decision frame (separate vs. integrated). We conducted a series of four sequential scenario-based experimental studies to support our theoretical predictions. Consequently, our study revealed that travelers within a separate decision frame exhibited a stronger compensatory motive, leading to a higher unplanned purchase when prior spending was low. In practice, this research has managerial implications using compensatory consumption marketing strategies. [ABSTRACT FROM AUTHOR]

There exists fierce competition in both low-end and high-end markets between open source and proprietary vendors. This paper constructs a game-theoretic model based on Hotelling competition to examine such two types of vendors' market strategies with security threats. Each vendor can choose to enter high-end market by making the quality effort meet the quality requirement. Security threats are caused by software vulnerability and characterised by negative externalities. Technology similarity is an important element that improves the efficiency of quality effort by facilitating technology spillover but worsens security threats by sharing more vulnerability. Through solving equilibrium solutions by backward induction, I find that under different market strategies: (i) user innovation that contributes to the quality of software product and service of the open source vendor does not always increase its profit because price competition that is intensified by such innovation may offset the contribution; (ii) the risk of security threats benefits both vendors at the cost of user interest since it can soften price competition, while technology similarity that acts as another source of security threats decreases both vendors' profits. I finally indicate that thanks to user innovation, the open source vendor is relatively more likely to enter the high-end market. [ABSTRACT FROM AUTHOR]

This paper argues that the different symbolic meanings of goods give rise to three institutionally different market types. We start from the realization that consumption has symbolic meaning, which individuals use to communicate and construct their identity to their social networks. We argue that firm behavior (including size, pricing and marketing strategies) must be congruent with the symbolic meaning of goods. We distinguish between two stylized meanings of goods, status and taste, which we derive from the socio-anthropological literature on consumption. We argue that these different meanings, articulated by consumers to communicate their identity, give rise to three ideal-typical market types. We present the institutional differences between these market types as well as the implications for firm behavior and demonstrate how firm behavior and marketing strategies differs significantly from markets in which the symbolic meaning of goods is relatively unimportant. We use the recent transformation of the beer market by the craft-beer producers, to illustrate our theory. [ABSTRACT FROM AUTHOR]

Digital marketing uses digital technologies and media to achieve marketing goals. With the advent of digital media, digital marketing strategies have gained a lot of importance among marketers to reach their target markets and improve their performance. This study aims to examine the effect of various digital marketing tools that can significantly impact the competitiveness of the restaurant industry. Restaurants have used various facets of digital marketing to attract and influence customer decisions. The study attempts to identify the digital marketing tools based on the asset-process-performance (APP) framework. The study utilises the structural equation modelling technique to determine the structural relationship among various digital marketing variables. The result indicates that social media, online branding, online advertisements, and post-service quality have a significant impact on the competitiveness of the restaurant industry. Further, the research provides implications for practitioners and policymakers. [ABSTRACT FROM AUTHOR]

Accurately estimating consumers' willingness-to-pay (WTP) is crucial to product design, pricing decisions, and the design of competitive marketing strategies. However, traditional self-report measures of WTP are susceptible to many reporting biases, including tactical responding or an inability to make accurate estimates. Importantly, appraisals also occur automatically (i.e., in the absence of substantial time, intention, awareness, and/or substantial cognitive resources) and implicit measures used to capture automatic appraisals are less susceptible to the sort of reporting biases that self-report measures can be affected by. However, the only existing implicit measure for assessing automatic price appraisals (the Task Rule Congruency paradigm, 'TRC') is impractical because of the large number of trials and time it requires. Accordingly, here we introduce the Implicit Attribute Classification Task (IMPACT), test its effectiveness for the measurement of automatic price appraisals (Study 1), and directly compare its effectiveness and utility with that of the TRC (Study 2). We find that the IMPACT is an efficient measure of automatic price appraisals, that it produces considerably larger effects compared to the TRC, and that it does so while substantially shortening the procedure. We also discuss how the IMPACT scores can be used to derive an implicit measure of willingness to pay. Our findings make a substantial contribution to both research and practice by providing an effective tool that facilitates, for the first time, an efficient exploration of implicit WTP. [ABSTRACT FROM AUTHOR]

This paper studies the impact of international business coaching via virtual collaboration technology on the strategies and sales of emerging market entrepreneurs. This paper studies the impact of international business coaching via virtual collaboration technology on the strategies and sales of emerging market entrepreneurs. It sheds light on three novel research questions. (1) What is the effect of virtual business coaching on firm sales? (2) What is the mechanism through which this effect occurs? Specifically, does virtual coaching stimulate shifts in marketing strategy? (3) Do entrepreneurs benefit more from virtual coaching when they are less strategic in their decision making? We conducted a randomized controlled field experiment with 930 entrepreneurs in Uganda to examine the impact of a virtual coaching intervention that connects management professionals in primarily advanced markets and entrepreneurs in emerging markets with the aim of improving business performance. The analysis finds a positive and significant main effect on firm sales; treatment entrepreneurs increase monthly sales by 27.6% on average. In addition, entrepreneurs who receive virtual coaching are 52.8% more likely to have shifted their marketing strategy in a new direction. Moreover, consistent with this mechanism of inducing strategic business changes, the results show that entrepreneurs who receive virtual coaching tend to do better when they (ex ante) lack strategic focus. These results have important implications for the development of marketing strategies by entrepreneurs and multinational managers, as well as for policy makers interested in improving the performance of small firms in emerging markets and beyond. History: Avi Goldfarb served as the senior editor. Funding: This research was supported by grants from: Private Enterprise Development in Low-Income Countries (PEDL); the London School of Economics Marshall Institute; the Deloitte Institute for Innovation and Entrepreneurship (DIIE); London Business School (LBS) and the LBS Leadership Institute (LI); the UK Department for International Development (DFID) and Economic and Social Research Council's (ESRC) Joint Growth Research Program; Chicago Booth School of Business: Social Enterprise Initiative (SEI), Initiative on Global Markets (IGM), and Kilts Center for Marketing; and Stanford University: the Graduate School of Business (GSB), the Stanford Institute for Innovation in Developing Economies (SEED), the Stanford Center on Global Poverty and Development (SCGPD), and the John A. and Cynthia Fry Gunn Faculty Scholar award. Supplemental Material: The data files and online appendix are available at https://doi.org/10.1287/mksc.2019.0121. [ABSTRACT FROM AUTHOR]

Despite all the marketing power social media marketing has, a major challenge it faces is how to create meaningful content that ignites a spark with audiences. The purpose of this research is to examine in what way brands can produce compelling social media content to engage and connect with target audiences. Eighteen brand Facebook Pages from nine major industries were reviewed to identify characteristics of content associated with higher levels of user engagement. Results show that multimedia content, transformational appeal, low levels of interactivity, and endorser type influence user engagement with brand posts on Facebook. Posts made on weekdays demonstrate higher levels of positive reactions than posts made during the weekends. In addition, consumer engagement is higher for service‐ (vs. product‐based) Facebook brand posts. Furthermore, the length of the message proved to play a key role in prompting users to share a social media post, in that longer posts were more likely to be shared than shorter ones. [ABSTRACT FROM AUTHOR]

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]

Growing concern for sustainability of the natural environment is rapidly transforming the competitive landscape and forcing firms to implement traditional green marketing, along with less conventional green demarketing. As green marketing strategies become increasingly important, firms need to adhere to environmental performance evaluation. In contrast, rather than encouraging greener consumption, green demarketing calls for decreased consumption overall. Despite its potential impact, comparative research on these two marketing strategies is limited. Moreover, green reputation is a decisive resource that is related to marketing strategy and environmental performance. Previous empirical research, however, has largely neglected the role of green reputation on marketing strategy for environmental performance relationships. A theoretical framework is used to identify a gap in the environmental management literature and future research directions, based on the respective effects of green marketing and green demarketing of a firm's environmental performance, and the mediating effect of green reputation to explain these relationships. Data was collected through a questionnaire‐based survey including 217 companies from manufacturing and service industry sectors in Taiwan. Structural equation model to examine hypotheses reveals that green marketing, green demarketing, and green reputation directly affect environmental performance. Further analysis finds that green reputation fully mediates the green marketing–environmental performance link and partially mediates the green demarketing–environmental performance link. This work is the first to empirically compare the effects of green marketing and green demarketing on environmental performance through green reputation. [ABSTRACT FROM AUTHOR]