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Purpose: Chewy, Inc. is a direct-to-consumer seller of pet food and supplies. Their approach involves a deep understanding of pet owners' needs and behaviors to provide personalized product recommendations and exceptional customer service. This case study aims to describe Chewy's growth strategies and how the company can remain a market leader. Design/methodology/approach: Using the customer value assessment tool, the authors examine Chewy's value proposition, including service, quality, image and price strategies. Findings: Chewy has built a loyal customer base that values the company's commitment to their pets' health and well-being. Future opportunities include focusing on pet wellness products and services, collaborating with veterinary providers in telemedicine and international expansion. Research limitations/implications: This work is largely conceptual and presents a descriptive case study which reviews Chewy's marketing strategy based on industry research as well as a customer value assessment via the service-quality-image-price framework. Practical implications: Corporate leaders must adapt to market change and create business strategies to deliver superior value for customers. This requires innovative products, services and processes. The strategic insights are applicable to retailers, service and technology firms and entrepreneurial companies seeking to scale their businesses. Originality/value: Chewy's highly competitive market includes Amazon, e-commerce pet supply companies and big-box pet stores. But it has dominated the online sector and has substantial growth prospects. This paper concludes with recommendations for management and questions for consideration. [ABSTRACT FROM AUTHOR]

The article explores the role of eco-marketing in shaping competitive strategies within the energy sector, highlighting its impact on pricing, sales, and operational costs. Topics discussed include the integration of eco-marketing into business strategies, its effects on competitive advantage, and its influence on sustainable practices in energy companies.

This research investigated the singular and combined effects of firm-level business strategy (BS) and industry-level market competition (MC) on real activities-based earnings management (REM). A composite strategy score based on Miles and Snow's framework was used to empirically assess BS, while MC was measured through three distinct metrics, and REM was calculated based on Roychowdhury's (2006) models of abnormal level of production, sales, and discretionary expenditures. Archival data from United Stated (U.S.) non-financial public listed firms in the period 1987-2020 was analyzed using Ordinary Least Squares (OLS) regressions, controlled for industry and year fixed effects. Findings suggested that firms following an innovation-oriented prospector strategy are associated with lower levels of REM than firms following an efficiency-oriented defender strategy. While MC alone did not have a significant effect on REM, the combined effect of BS and MC reveals that prospectors in more competitive markets engage less in REM activities, which confirms the relevance of competition in the relationship between BS and REM. This research contributes to earnings management literature by documenting that REM practices are affected not only by internal choices of resource allocation in accordance with a business strategy, but also by exogenous determinants of market competition. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine the corporate venturing strategy of successful emerging market multinational enterprises and discern commonalities and useful tactics for other firms attempting to follow in their footsteps. Understanding the corporate venturing strategies used by these successful firms may be instructive for other firms whether from emerging markets or developed countries. Design/methodology/approach: We selected 11 multinationals in emerging markets for this study, from a variety of industries in China, India, Brazil, Mexico, Taiwan and South Korea. Success here is defined as rapid international expansion, increased revenue and greater innovation capacity. These firms have become globally competitive against established companies from the developed countries. Findings: Some commonality in corporate venturing strategy has been found along with factors that have contributed to this use being effective. They may provide some worthwhile examples for other firms, both in developing and developed countries. Originality/value: The contributions of this research are to add to the understanding of how some multinationals from developing countries have been able to rapidly build up their capabilities to become successful global competitors through their corporate venturing strategy. [ABSTRACT FROM AUTHOR]

According to Neil Rollings and Laurent Warlouzet, the historical analysis of the European competition policy has been a priority in the research on institutions but the reaction of companies to these policies has received less attention. This study highlights the importance of analyzing how public policies affect business strategies in innovation. More specifically, how the policy adopted by the High Authority of the ECSC regarding the scrap market influenced the strategies implemented by the steelmakers in the innovation of their production processes. The High Authority banned exports and established maximum prices and a system to equalise internal prices with import prices. This policy was considered a success by both institutions and companies. It decisively influenced the scrap price to be maintained at affordable levels in Europe. But this success in resolving the scrap problem created a larger one as it delayed innovation. This was the scrap paradox suffered by Europe. [ABSTRACT FROM AUTHOR]

Executives consistently rank brand reputation risk among the top three overall risk challenges facing their businesses. This risk is the possible damage to a brand's overall standing, stature and esteem that derives from negative signals regarding the brand. Successful brand stewardship requires ongoing tracking and monitoring of four marketing-strategy-related sources of reputational risks to brands: brand architecture strategies, digital marketing strategies, person-brand strategies and corporate socio-political activism. The authors provide ideas for metrics that a dashboard to manage brand reputation risk might contain. From the analysis of monitoring data, brands can, among other things, assess the level of severity of a specific brand reputation risk issue, the frequency of certain types of events, alternate response scenarios and the effectiveness of their actions. [ABSTRACT FROM AUTHOR]

This study aims to determine the importance of factors affecting supplier selection in the pesticide distribution sector as a global emerging market and present a decision-making model for the corporate marketing strategy. Specifically, a comparative study between suppliers and retail distribution experts was conducted to compare differences in the perception of supplier selection factors according to organizational characteristics. Based on previous studies, a decision-making model based on the AHP methodology was constructed with a total of 20 factors in five areas: product quality, price, flexibility, promotion support, and brand. Then, 42 Korean experts were surveyed to measure the importance of these factors. The results showed that product quality is the most critical factor in supplier selection, followed by price, brand, promotional support, and flexibility, in that order. Manufacturers consider product quality as the most important factor, while retailers consider price as the most important factor. Among the 20 factors, 'quality excellence', 'expected return', and 'technological competitiveness' were found to be the most important factors. In addition, while manufacturers considered factors such as 'corporate reputation' and 'corporate trust' as more important, retailers considered factors related to product characteristics, such as 'product awareness' and 'brand reputation' as more important. [ABSTRACT FROM AUTHOR]

The paper describes the marketing mix modeling results for companies in nonfood retailing. The main objectives of the research are to demonstrate the viable way of making effective recommendations for optimizing the media strategy by modeling offline and online traffic to the stores based on econometric modeling and to develop a decision support system, which enhance the effective growth of business KPIs and an effective decision-making process. Econometric modeling, deeper data analysis, decision support were implemented on the data of one of the main retailers in Ukraine in a period before the full-scale Russian invasion. Estimating the impact of different communication channels on business results made basis for ROI calculations and optimization of media investments allocation among media channels by periods, video durations, type of advertising and with optimal weekly media pressure. ROMI calculation was based on the results of regression modeling, which estimate the level of traffic and sales generated by each media channel. The information-analytical decision support system based on an interactive dashboard has been developed for improvement of day-by-day business planning and management. The developed framework of regional strategy selection facilitates to the formation of a strategic vision on a regional scale and improves the quality of a regional media strategy. [ABSTRACT FROM AUTHOR]

The commercial strategies of the small businesses of Alajuela Street in the Portoviejo Canton of Manabí in Ecuador in times of COVID-19 have had different impacts. This article seeks to explore and disseminate the main business strategies and their impacts of these business strategies on small business sales in one of the cantons of Ecuador. To carry out the research, the consultation of specialized bibliography, the survey, direct observation and statistical processing are used. As main results, it is obtained that in 99% of the cases, the merchants who applied online marketing strategies in periods of Covid-19 had a positive impact on their income, a behavior similar to that of studies in the Latin American field. 74% of those surveyed decided to keep offering the same kind of item or product during the pandemic and 18% decided to switch products to food. 94.1% of businesses were affected by COVID-19. [ABSTRACT FROM AUTHOR]

Copyright of Innovar: Revista de Ciencias Administrativas y Sociales is the property of Universidad Nacional de Colombia 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.)

In the continuous development of Chinese enterprises, the ability to use reasonable and scientific marketing strategies is directly related to the economic benefits and social development of the whole enterprise and even society. This paper explains the importance of standardized enterprise marketing strategies based on machine learning, and on the basis of grasping the characteristics of large capacity, variety, fast flow, and high value of big data, this paper outlines and analyzes the problems that generally exist in China's enterprises in machine learning-based marketing, so as to provide improvement ideas for measures to improve enterprise marketing and provide benchmarks for enterprise promotion, in order to achieve a market economy based on machine learning, maximize the overall benefits, and achieve healthy development. [ABSTRACT FROM AUTHOR]

Creative destruction used by German sociologist Werner Sombart in 1913, and later known as Schumpeter's gale, could be considered the first conceptual stage of what happens nowadays in all industries "forced" to use the digital environment. First three industrial revolutions experienced by the humanity happened in over three centuries with tangible results that improved immensely the day-to-day life of people. The fourth one happened in decades, and it was characterized by the use of information and communication technology in various industries. As the literature review has revealed, Internet of Things (IoT) is part of Industry 4.0., linking industries and consumers in a smarter way through sensors and other devices, collecting valuable data and helping companies. This article proposes a navigation throughout the literature to demonstrate that IoT is a new and modern solution that has a big potential for development to help businesses to take smarter and swifter decisions from data gathered indirectly from consumers. Given that the papers analyzed are quite recent, we would say that this topic of IoT is only lightly investigated, and it opens many subjects of discussions, not only on the business and marketing side, but also economically, socially, and of course, technically. Various questions have arisen during the research: Is there a limitation in using this instrument in business and marketing strategies? Either technical or legal? The ethics of this process is under question and both companies and governments dedicated a lot of time to understand the implications of IoT in the future. [ABSTRACT FROM AUTHOR]

As technology advances, researchers will access new and advanced statistical techniques. This study examined the behavior of inbound visitors in the United Arab Emirates using data mining tools such as Bayanat, Statistica, and open government data. The study findings show customers' origins, nationalities, and visits by roughly compared observations. The researchers concluded that the biggest motivator for travelers' future visits to the UAE is not the experiences they had during their most recent visit but rather the experiences they expect to have in the future, such as visiting tourist attractions and seeing UAE improvements. The data mining approach almost eliminates researcher subjectivity. It allows for the valuable discovery of specific visitor patterns in massive data sets, giving governments and destination marketing organizations more tools to create effective destination marketing plans. The main goal of this study is to discuss and show data mining and its use in travel and tourism. This study aims to examine today's competitive environment for travel and tourism. To grow their market and maintain control, these organizations are being pushed to avoid using data mining tools and techniques to produce, manage, and advertise tourist products and services. The purpose of this study is to discuss and show data mining and its use in travel and tourism. [ABSTRACT FROM AUTHOR]

With the increasing presence of 'datafied' educational settings across Australia, critical components of teachers' educational practice and work have been quantified. Digital data collected through teachers' labour in and around the classroom links to educational practice and the commercial datafication of teachers' online persona. Often described as 'sleepwalking' towards surveillance, this paper argues that corporate marketing strategies induce teachers in a state of 'commercial and computational comatose'. It challenges the concept of 'sleepwalking' by introducing an emergent way of thinking, through the metaphor eMorpheus, to stress broader tensions concerning teachers' working conditions, rights, and employment. Drawing on in-depth interview data generated via the Apps in Australian Classrooms Project, the findings highlight how the new forms of leadership are emerging in educational settings in response through consideration of the eMorpheus metaphor. [ABSTRACT FROM AUTHOR]

Although existing research has discussed the impact of market strategy or non-market strategy on corporate legitimacy thoroughly, there is limited research on the joint role of the two strategies. Based on the big data analysis of media coverage, this study addresses this research gap by using a sample of Chinese listed firms during 1999–2018. Our finding reveals that positive media coverage promotes corporate financial performance, and advertising intensity and corporate donation strengthen this relationship. However, the simultaneous application of market and non-market strategies diminishes the effect of both strategies on the expansion of corporate legitimacy. This study extends the literature on the impact of corporate strategies on corporate legitimacy by highlighting the joint role of the corporate market and non-market strategies. [ABSTRACT FROM AUTHOR]

Purpose: All too often M&A deal making falls into the trap of head-to-head competition that drives valuations to "sky-high" levels. The author suggests ways to avoid the trap. 10; 10; 10; Design/methodology/approach: Four lesser-known corporate development strategies offer lucrative alternatives to engaging in an M&A bidding war. Findings: One strategy: The derivatives market allows executives to acquire financial products to hedge their material balance sheet exposures when market pricing is incredibly low. Practical/implications: Relatively few acquirers make initial "toehold" investments in their targets prior to making a bid. Originality/value: The strategic logic of hyper-efficient resource utilization has rarely been popular, despite how "obvious" it may initially appear. Most executives seem psychologically oriented to a growth-based approach irrespective of the risks that approach may generate over time. 10; [ABSTRACT FROM AUTHOR]

In a world overwhelmed with unstructured information, logistics companies increasingly depend on their websites to acquire new customers and maintain existing ones. Following this rationale, a series of technical elements may set the ground for differentiating one logistics website from another. Nevertheless, a suitable digital marketing strategy should be adopted in order to build competitive advantage. In this paper, the authors attempt to respond by implementing an innovative methodology building on web analytics and big data. The first phase of the research collects data for 180 days from 7 world-leading logistics companies. The second phase presents the statistical analysis of the gathered data, including regression, correlations, and descriptive statistics. Subsequently, Fuzzy Cognitive Mapping (FCM) was employed to illustrate the cause-and-effect links among the metrics in question. Finally, a predictive simulation model is developed to show the intercorrelation among the metrics studied as well as various optimization strategies. Research findings reveal a significant correlation between the logistics websites' technical factors and the growth of the corporate brand name. [ABSTRACT FROM AUTHOR]

In the last years, sustainability has become a successful, relevant, critical factor in several food industries. The adoption of a sustainable marketing strategy contributes positively to changes in society in terms of environmental, social and economic development. The relationship between sustainability and business performance has been widely debated in management and organisational studies. However, despite its importance and relevance, fishery sustainability has not been systematically considered by scientific studies. This paper identifies and analyses the critical factors that describe the propensity towards sustainable development for large companies within the Italian fishery sector. For this purpose, the relationships among the following latent variables were analysed: sustainable social behaviour, sustainable environmental behaviour, sustainable marketing, and return on investment. A theoretical research model has been proposed and empirically tested using a methodology based on structural equation modelling. [ABSTRACT FROM AUTHOR]

The current state of the economy of Ukraine forces businesses to take measures to reduce the impact of existing factors of the changing environment on the activities of the enterprise, by reviewing the implemented marketing strategy. The article defines the system characteristics inherent in the concept of “digital marketing”. The key factors influencing the performance of a company that promotes goods (services) on social networks are listed. Based on the results of the study, the feasibility of using digital marketing as a tool to promote goods and services on social networks is substantiated. The necessity of following the rules of promotion of goods (services) in social networks is given and substantiated, the obligatory consideration of which should be the basis for the formation of business strategy of a business developing in a digital economy: omnichannel; identification of key performance indicators (KRIs); personalization; availability of online commerce on social networks digital digital marketing technologies should be comparable to the demands and needs of the target audience; consumer experience vs influencer advice. The list of key performance indicators (KPIs) that should be monitored and used by marketers when promoting goods (services) on social networks is proposed to consider the following indicators. Depending on the type of business and target audience, a set of models that marketers use when building communication strategies is defined. The mechanism of development and implementation of the strategy of integrated digital marketing communications is built. Based on the allocation of system characteristics and digital marketing tools, following the outlined rules of promotion of goods (services) in social networks, he is able to implement the procedure of translating management strategy into a regular process. To do this, it is necessary to build a model of a coherent digital marketing strategy and communication strategy. As a result, this will affect the effectiveness of the strategy of integrated digital marketing communications. [ABSTRACT FROM AUTHOR]

Marketing strategies adopted by the organisers of the Iboku Boat Regatta practised by the Efik people of South Eastern Nigeria have been assessed. Purposive sampling was adopted to select the study area. Data were acquired from both primary and secondary sources. Results show that several marketing strategies and product packaging techniques were adopted in publicising the festival between 2015 and 2020. However, only 52,780 tourists attended the festival between 2015 and 2020, showing that the adopted strategies are not penetrating enough. Therefore, there is an urgent need for the state government and its relevant agencies to develop a more dynamic and holistic policy framework that incorporates the State Niche Tourism Master Plan or Strategy. The Plan or Strategy should identify niche tourism sites and products with high potential and design marketing goals for the products to attract a significant segment of the specialised tourist market with interest in niche products. The study concludes that the festival could not attract more national and international tourists due to inappropriate marketing strategies adopted by the organisers and the obsolete tourism policy adopted by the state government. [ABSTRACT FROM AUTHOR]

This paper considers the growth of solo tourism amidst and post COVID-19. Solo tourism is the activity of people travelling alone, and it is not without challenges. Safety concerns with travelling alone, cultural constraints and social taboos associated with solo travelling women, dining alone and the lack of solo packages are among the challenges experienced by solo tourists. There are several potential growth opportunities amidst COVID-19, because despite the growth in tourophobia, social distancing has made solo tourism more appealing. Solo tourism may be perceived as a safer and healthier travel alternative, forming part of the tourism industry’s recovery plans. The continued growth of solo tourism will have practical implications for the tourism industry by repackaging offerings and creating new attractions and destinations that appeal to the solo traveller, such as urban destinations and not only rural destinations for solitude. New marketing strategies may also remove stigmas associated with travelling alone. Solo dining could be re-modelled as more socially acceptable through restaurant modifications and maintaining social distance. Technology may also accommodate the solo traveller through virtual connections, further encouraging physical distancing. [ABSTRACT FROM AUTHOR]

Biogourmet Food Company SAS, is the development of a healthy, nutritious and low cost alternative for the nutrition of people in the city of Armenia, in which the need to amplify the marketing process has been identified, achieving that through digital marketing strategies the range of customers is amplified and with this the acceptance of the product and consequently sales increase, allowing to apply in a practical case the latest trends in business marketing; The research allowed to determine that today's companies should strive for much more complex business models, mainly by the complementation offered by traditional channels and digital channels, in this way, it is possible to verify that the market plans are a serious alternative to improve the financial performance of companies. [ABSTRACT FROM AUTHOR]

Effective implementation of new market strategies faces the mining enterprises with new challenges, which require precise assessment instruments of the carried out business to be met at the level of mines, preparation plants, coking plants, and steelworks. These instruments include deposit, technological, and economic parameters, which together with a safety margin, determining a percentage reserve level of each parameter, shape the profitability of undertaken projects. The paper presents the course and obtained implementation effects of a unique system for the production line management in the capital group of the Jastrzębska Spółka Węglowa (JSW) SA. The developed system allows optimizing the effectiveness of the production process in the system of one carried account within the entire mining group, which consists of mining plants together with preparation plants and coke plants. In particular, the paper raises the effectiveness issues of the system for deposit modeling and mining production scheduling in a multi-plant enterprise. The heuristic technical architecture of the JSW S.A. production line management system, presented in the paper, allows to analyse the production process profitability in a carried account system in the area of mines, preparation plants, and coking plants of the mining group of the biggest European coal producer for metallurgical purposes. The assumptions related to the construction of a system being in the future a basis for the realization of the Mine 4.0 idea are discussed. [ABSTRACT FROM AUTHOR]

A review of studies on marketing strategies during the past thirty years has indicated a lack of consistent evaluation of corporate marketing strategies due to the unavailability of a standard multiple attribute decision making (MADM) model of marketing strategy. Drawing on the SIVA marketing mix and Maslow's hierarchy of needs, this study first generated latent attributes classification references through conceptualization, and established a validated classification matrix based on the data obtained through nominal group techniques (NGT) with 7 experts. With a reliability of 0.95, the resulting classification matrix contained 4 dimensions and 20 attributes, which were then used to develop an MADM model of marketing strategy--"SIVA-Need"-- which seeks to probe deeply into customers' thinking. Based on the SIVA-Need model, this study designed a questionnaire, which was administered to heavy users of Apple products. A total number of 326 valid questionnaires were collected. Analyses of weights obtained through Consistent Fuzzy Linguistic Preferences Relations (CFLPR) suggested that "brand community value" was the crucial attribute, as it ranked highest (0.0631) among the 20 attributes. However, "brand community value" was found to have the biggest performance gap (1.50) while "product benefit" had the best performance (0.235). The 4 dimensions and 20 attributes of SIVA-Need model may provide more valuable information for future studies and a consistent evaluation model for companies to conduct extensive marketing strategy selection. The results of this study suggested that Apple should invest more resources in the improvement of "brand community value" to create more satisfied and repeat-purchase customers. [ABSTRACT FROM AUTHOR]

This article describes how hospitals can use the dynamic capabilities framework to achieve competitive advantage in today's difficult healthcare environment. [ABSTRACT FROM AUTHOR]

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of "costumers" The SM provides a platform where "costumers" are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the "costumer"- brand relationship does have a positive and statistically significant impact on consumers' purchase intention through SM. [ABSTRACT FROM AUTHOR]

Innovative developments in the Internet of Things (IoT) have invoked tremendous attention from both academics and industries. Studies suggest that IoT not only serves as an innovative tool for enterprise operations but also triggers impacts on business performance. As researchers increasingly raise issues about the business value of IoT, this study examines its direct and indirect managerial effects by investigating the link between IoT and business strategy. From the organizational capability perspective, this study constructed a research framework in which marketing intelligence capability mediates the effect of IoT capability on business strategy formation. This research performed an empirical survey and analyzed the data to test the hypotheses in the research framework. The results confirmed the partial mediating effect of marketing intelligence capability in the link between IoT capability and business strategy formation. The paper then discussed the test results and elaborated on the managerial implications. [ABSTRACT FROM AUTHOR]

Marketing strategy serves as a major tool for influencing business performance by its effective combination of marketing mix. The main objective of the study is to find out the impact of marketing strategies on business performance of grocery retailers. The study was analytical in nature which analysis the effect of marketing strategies on business performance of grocery stores at Siltie region of Ethiopia. The study framed scheduled structured questionnaire including both open and closed ended questions. The study collected both primary and secondary data. Primary data was collected from grocery retailers of Siltie region. The secondary data was collected from books, journals, thesis, articles, newspapers, websites etc. The unorganized grocery retailers of Siltie region in Ethiopia is considered as population for the study. The sample size of the study was 50 unorganized grocery retailers. The study has chosen convenient sampling technique to collect data from the respondents. Analysis namely descriptive statistics, chi-square test and multiple regression analysis is used to measure the effect of marketing strategies on business performance. The study found that there is a significant impact of marketing strategies on business performance of grocery stores at Siltie region of Ethiopia. Suggestions and conclusions were made. [ABSTRACT FROM AUTHOR]

Consumer segmentation is an important tool for dealing with the often strongly differing consumer preferences in many markets for fast‐moving consumer goods. Therefore, this study analyses the factors that can distinguish the different consumer segments for green all‐purpose adhesives in Germany. On the basis of an online survey with 709 respondents, we performed a choice experiment and segmented consumers based on their preferences for this product. We identified six consumer segments of which in particular Green Consumer Value, Perceived Consumer Effectiveness and Trust separate eco‐friendly consumers from the other groups. Our results give a deeper insight into the different consumer segments for green fast‐moving consumer goods and facilitate the development of business and marketing strategies in a more targeted way. [ABSTRACT FROM AUTHOR]

This study examines (i) how top‐level managerial institutional ties drive corporate sustainability strategies of emerging market firms operating under conditions of institutional adversity; (ii) the impact of corporate sustainability strategies on market performance; and (iii) the moderating role of financial resource slack on the relationships between corporate sustainability strategies and market performance. The study builds from institutional development logic and the structure–conduct–performance paradigm. Primary data are collected from 300 firms operating in a major sub‐Saharan African market. Findings show that top‐level managerial institutional linkages with regulatory national governmental officials, local community leaders, and top managers at other firms drive corporate proactive and responsive sustainability strategies, which in turn influence market performance. In addition, the findings reveal that financial resource slack strengthens the path between corporate proactive sustainability strategies and market performance, but not the path between corporate responsive sustainability strategies and market performance. Theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR]

Consumers' shifting tastes have made sustainable growth for firms in the food industry increasingly difficult. Scholars and industry practitioners constantly try to develop business strategies to deal with disruptions in modern food markets. This case uses Brazilian company Mantiqueira as an example of how a company can adopt demand-driven innovation and embrace disruption to aid its sustainable growth over the years. We follow the success of Mantiqueira in the market of eggs, from its humble beginnings until its dominance in the Brazilian market. With the use of data, the case (1) shows the current challenges faced by Mantiqueira and (2) asks readers to participate in the next round of decisions that Mantiqueira will have to make in order to hold its market share. This case is intended for use with graduate students and professionals in the agribusiness and food industries. It can be used to develop competencies associated with decision making for agribusiness firms, particularly for those faced with changes in the demand side that require new marketing strategies and capital investments. [ABSTRACT FROM AUTHOR]

The article discusses a study by the conglomerate company General Electric in 2010 to investigate how multinational corporations (MNCs) adapt to rural emerging markets. Topics include the research project's 15 case studies from India, China, Africa, and Eastern Europe; how rural investments can promote business growth; and the five key organizational functions identified in the study including product development, distribution, service, finance, and human resources.

This paper explores the development of strategies by multinational corporations (MNCs) for serving markets at the base of the economic pyramid (BoP). MNCs play an important role in meeting the Sustainable Development Goals (SDGs) formulated by the United Nations (UN), as they are responsible for one‐third of the total economic output and the majority of world trade. However, little is known about how MNCs contribute to meeting the UN SDGs. Through an in‐depth analysis of how Grundfos, a Danish MNC and a leading supplier of pumps, developed a solution for supplying fresh potable water to rural villages in Kenya, we investigate some challenges MNCs face and demonstrate the importance of intimate engagement with the context of strategic action. Tackling sustainable development issues in the context of BoP markets represents a distinctive challenge to MNCs, which often do not have a good understanding of BoP environments. Drawing on contrasting ideas of strategy as navigation or wayfaring, we highlight the dangers of trying to impose existing strategies and business practices in market contexts, which are fundamentally different from existing ones. We add to the existing research by exploring how such frameworks interact with strategizing processes in a novel environment for the operating firm. Specifically, we explore the interrelatedness between planned and emergent approaches to strategizing in BoP market environments. [ABSTRACT FROM AUTHOR]

The current study examined firm quality and competitiveness using process, market and information strategy and logistics coordination effectiveness in manufacturing industry of Malaysia. The study used survey methodology and the respondents were gathered via convenience sampling. The data analysis was conducted using PLS-SEM. Furthermore, the outcome of study showed that information strategy was found insignificant towards firm quality and competitiveness. However, the information strategy was significantly affecting the logistics coordination effectiveness. Moreover, logistics coordination effectiveness was significantly affecting the firm quality and competitiveness. The market strategy was significantly affecting firm competitiveness. Additionally, market strategy was significantly affecting the logistics coordination effectiveness. Also, process strategy was not significantly affecting the firm competitiveness; however, process strategy was significantly affecting the logistics coordination effectiveness. Moreover, logistics coordination effectiveness was significantly mediating the relationship between all three strategies namely market strategy, process strategy and process strategy and firm competitiveness. [ABSTRACT FROM AUTHOR]

Certain aspects of the export of medicinal plants from Ukraine have been investigated in the article. Sales of medicinal plants abroad in the period from 2006 to 2020 in-kind and monetary worth have been analyzed. The geographical structure of export of Ukrainian medicinal plants and the structure of export of medicinal plants from Ukraine by species has been studied. The characteristic positive and negative tendencies inherent in the export of medicinal plants from Ukraine has been revealed and generalized. Importance of medicinal plant production for the national economy of Ukraine, the ability to partially meet the demand for medicinal plants in the world, in particular in European countries, and the factors that determine the economic feasibility of given production has been emphasized. [ABSTRACT FROM AUTHOR]

The author in the article aimed to summarize the trends in the Digital and SMM market by an analysis of the main indicators characterizing Internet and Social media users for 2014-2020 years. Theoretical part of this work was the study of the essence of the «social media marketing» concept (SMM) based on the data on the most popular social networks in Poland and Ukraine. There were analyzed the key performance indicators of the Social Media Marketing Agencies in Poland and Ukraine, such as the average cost of completed projects, personnel numbers, and characteristics of the market segment on the basis of belonging to small, medium and large businesses. A number of tools for activities in various social networks are identified, the reasons for their use, features and methods of promotion are considered. [ABSTRACT FROM AUTHOR]

The authors examine pro-Russian media outlets during the escalation of COVID-19 pandemics in Spring 2020 (March-May). Strategic narratives constructed and disseminated by the Russian Federation for the Baltic states (Estonia, Latvia and Lithuania) may emphasize: political and economic motives related to the policies of governments of the Baltic states; status-related motives to disrupt the international system and Western-led political institutions through the Baltic states; conflictual motives indicating opposing identities between Russian and Baltic nations, which have often emphasized the Russophobic context of the Baltic identity-building. These strategic narratives are part of Moscow's strategy that aim is to destroy the unity of West and to increase ideological fragmentation in the European Union. Therefore, Baltic states have become an important target of influence operations conducted by the Russian Federation because of their geopolitical location and strategic importance. [ABSTRACT FROM AUTHOR]

The basis of modern company management is the marketing concept, the customer-oriented management and strategic planning, the managerial decisions matching the market opportunities, challenges and the company objectives and opportunities. The marketing research is the input for corporate strategy, while on the other hand elaboration of the marketing strategy is based on the objectives of corporate strategy. The sports developments that started at the beginning of the 20th century have been of high relevance, but still incomparable to the current measure of development. Generally, the countries of Western-Europe, due to their better economic performance, have achieved a higher level of development far earlier than the post-communist countries. The political and economic change of the 90s in the 20th century, later the EU enlargement opened a range of new economic opportunities also for our region. The sports marketing, similarly to marketing activity in other sectors and fields, has made relevant progress. The obsolete sports facilities were replaced by modern and well-equipped facilities. The customers were offered a wide variety of sports equipment and sports services. The objective of the research is to examine the services and products of a football club in the Slovak Premier League (Fortuna League) in terms of consumerism, as well as to summarize the consumer experience and opinion, emphasizing the marketing aspect. We formulated two hypotheses in this study. Chi-square test of independence was used for testing our hypotheses, by the help of which we examined several variables at the same time - and also the joint distribution of several variables. The results show a significant relationship between the age groups and the consumer habit of the customers at football matches. The outcome of the study also indicates that neither the age nor the distance from the sports event can influence the fans of the football club to attend the sporting event. Our results could be used by Slovak football clubs to make their marketing more precise and more efficient. [ABSTRACT FROM AUTHOR]

Green marketing strategies are employed by many enterprises to enhance their corporate image and business performance. Green marketing is perceived as the commitment of a business or an organisation towards the development of safe, eco‐friendly goods and services by employing recyclable and easily decomposed packaging, better pollution prevention methods, and a more efficient use of energy. Against this background, the study followed a case study approach using South Africa's retail giants, Woolworths and Pick n Pay. Stratified purposive sampling was used to carry out in‐depth interviews and administer questionnaires with senior management of the selected retailers. In addition, document and website analyses were used for triangulation purposes. Path analysis and content analysis were used to establish the correlation. The study established that green marketing strategy has a positive effect on corporate image and on business performance. The paper recommends that if enterprises are to sustain competitive advantage, particularly in the retail sector, it is in their best interest to adopt green marketing strategies. [ABSTRACT FROM AUTHOR]

Copyright of Administração: Ensino e Pesquisa is the property of Administracao: Ensino e Pesquisa 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 Marketing (0354-3471) is the property of SEMA - Srpsko udruzenje za Marketing i Ekonomski fakultet Beograd 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.)

The majority of brand extensions reportedly fail, suggesting the need for methodologies that allow for better strategic prediction of categories into which a brand should extend or license. Prior literature suggests that brand extensions are likely to be more successful if a brand extends into another category into which its existing brand associations and imagery “fit” better and if the extending brand is “atypical” (if it possesses associations and imagery that are broad and abstract rather than tied too closely to the brand's original product category). The authors develop a methodology in this study to estimate brand and category personality structures, using a Bayesian factor model that separates the two by means of brand-level and category-level random effects. This methodology leads to measures of a brand's fit and atypicality. The authors illustrate and validate the model on two nationally representative data sets on brand personalities in three categories (jeans, magazines, and cars) and investigate the brand extension and licensing implications of the results obtained with the model. [ABSTRACT FROM AUTHOR]

This article reports on functional executives and the importance of strategy in management. The role of strategists in business operations is changing due to shifting social and environmental processes. The article discusses organizational change in the U.S. and Great Britain and how these Senior Strategy Directors (SSDs) are involved in the connectedness of strategy, as well as their business contributions, capabilities, and activities. Information is also provided on management teams, job titles, diplomacy, and job stress.

Increasing debate centers on the decreasing influence of the marketing department within firms. This study investigates such influence and assesses its determinants and consequences. The results show that the accountability and innovativeness of the marketing department represent the two major drivers of its influence. However, the results do not indicate that the customer-connecting role of the marketing department increases its influence, though this role is important for shaping the firm's market orientation. A marketing department's influence is related positively to market orientation, which in turn is related positively to firm performance. This study also suggests a dual relationship between the marketing department's influence and market orientation. A key implication of this study is that marketers should become more accountable and innovative to gain more influence. [ABSTRACT FROM AUTHOR]

Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms make corporate-level strategic decisions regarding their brand portfolio, little is known about whether and how a firm's brand portfolio strategy is linked to its business performance. Using data from the American Customer Satisfaction Index and other secondary sources, the authors examine the impact of the scope, competition, and positioning characteristics of brand portfolios on the marketing and financial performance of 72 large publicly traded firms operating in consumer markets over ten years (from 1994 to 2003). Controlling for several industry and firm characteristics, the authors analyze the relationship between five specific brand portfolio characteristics (number of brands owned, number of segments in which they are marketed, degree to which the brands in the firm's portfolio compete with one another, and consumer perceptions of the quality and price of the brands in the firm's portfolio) and firms' marketing effectiveness (consumer loyalty and market share), marketing efficiency (ratio of advertising spending to sales and ratio of selling, general, and administrative expenses to sales), and financial performance (Tobin's q, cash flow, and cash flow variability). They find that each of these five brand portfolio characteristics explains significant variance in five or more of the seven aspects of firms' marketing and financial performance examined. [ABSTRACT FROM AUTHOR]

We analyze how firms use media-associative rhetoric in their decisions to enter emergent and uncertain product-markets. In the context of our study, this type of rhetoric associates the logics of firms' existing markets with the not-yet-legitimated logics of a newly emerging market. Our panel study shows that firms enter such markets faster when the associative rhetoric has higher (versus lower) volume, positive (versus negative) tenor, firms (versus journalists/analysts) as the source of information, and generalizations (versus specific cases) as the focus. We discuss the implications of our findings for institutional theory and market entry. [ABSTRACT FROM AUTHOR]

Firms operating in emerging economies must make appropriate marketing strategy choices to address the idiosyncratic challenges of rapid changes and institutional voids. The authors investigate when various types of marketing strategies work by examining the effects of both pure and dual strategies on financial performance for domestic versus foreign firms and across different market concentration levels in China's emerging economy. According to a survey of 249 firms, the effectiveness of specific strategy choices varies depending on domesticity and the level of market concentration. In particular, the impacts of both cost and dual strategies on financial performance are stronger for foreign firms than for domestic firms. Although cost-leadership and dual strategies are less effective in less concentrated markets than in more concentrated ones, the effect of a differentiation strategy is stronger when the level of market concentration is low rather than high. [ABSTRACT FROM AUTHOR]

Marketers cultivate brand relatedness in their brand portfolios to increase marketing efficiency through positive spillover of brand equity. However, creating linkages between brands may also make them vulnerable to negative spillover. This research investigates the structure of relatedness in a brand portfolio to understand the nature of spillover effects. The results of two experiments show that the magnitude of spillover between brands is a function of not only the strength of brand associations but also their directionality. The results also show that the directional strength of association is influenced by the number and salience of associations linked to each brand. The authors draw implications for a theoretical understanding of spillover effects in marketing, as well as for the management of brand portfolios. [ABSTRACT FROM AUTHOR]