Search

Customer patronage behavior has been widely studied in market share modeling contexts, which is an essential step toward estimating retail sales and finding new store locations in a competitive setting. Existing studies have conducted surveys to estimate merchants' market share and factors of attractiveness to use in various proposed mathematical models. Recent trends in Big Data analysis allow us to better understand human behavior and decision making, potentially leading to location models with more realistic assumptions. In this article, we propose a novel approach for validating the Huff gravity market share model, using a large-scale transactional dataset that describes customer patronage behavior at a regional level. Although the Huff model has been well studied and widely used in the context of sales estimation, competitive facility location, and demand allocation, this article is the first in validating the Huff model with a real dataset. Our approach helps to easily apply the model in different regions and with different merchant categories. Experimental results show that the Huff model fits well when modeling customer shopping behavior for a number of shopping categories, including grocery stores, clothing stores, gas stations, and restaurants. We also conduct regression analysis to show that certain features such as gender diversity and marital status diversity lead to stronger validation of the Huff model. We believe we provide strong evidence, with the help of real-world data, that gravity-based market share models are viable assumptions for retail sales estimation and competitive facility location models.

Purpose: A well-designed marketing strategy is critical for the survival of any company in today's competitive market. To be formulated and implemented effectively, a marketing strategy must be phased and aligned to levels in the organization. This study aims to advance a three-tier hierarchical framework of marketing strategies, including corporate, business and functional levels. The authors use the proposed framework to select the most appropriate marketing strategy based on the factors relevant to a factory that produces sporting goods. Design/methodology/approach: The authors conduct a literature review to identify marketing strategies at corporate, business and functional levels. To appraise strategies at the corporate and business levels, the authors use market share as a key criterion. When evaluating functional strategies, the authors use criteria categorized into organizational, economic and customer dimensions. Additionally, the authors conduct interviews to assess strategies at the first level and use the best worst method to appraise strategies at the other two levels. Findings: The authors use the suggested structure for a company producing sports goods in Iran. According to the results, an offensive approach and customer orientation are the most appropriate strategies at corporate and business levels. Additionally, offensive advertising and managerial capabilities are identified as the best portfolio of strategies and the most important criterion at functional level, respectively. Originality/value: So far, a specific category of marketing strategies has not been implemented at corporate, business and functional levels. Accordingly, there is not a framework of criteria to evaluate the strategies at each level. The approach is implemented in the case of a sportswear manufacturer in a developing country, where quantitative analysis has been lacking until now. [ABSTRACT FROM AUTHOR]

This study addresses the growing challenges faced by small family businesses in the competitive property market by proposing strategic interventions specifically designed to sustain and enhance the viability of Allure Realty Group, a family-run enterprise established in 2012 in Jabodetabek. With increasing complexity in the property sector due to urbanization, shifting consumer demands, and stringent regulatory environments, the research aims to develop a robust strategic framework. The methodology involves a combination of qualitative and quantitative approaches, including surveys and interviews, to identify key problems and collect data. Analytical tools such as the Marketing Mix 7P, VRIO Framework, and STP Analysis for internal factors, and PESTLE Analysis, Porter's Five Forces, Competitor and Customer Analysis for external factors are used to conduct SWOT and TOWS analyses for strategic development. The study hypothesizes that targeted strategies will significantly improve the business's resilience and competitiveness in the market. Key objectives include identifying challenges faced by Allure Realty Group, developing strategies to address these issues, and implementing actions to improve operational efficiency, customer satisfaction, and market expansion. The expected outcomes are enhanced operational frameworks, increased customer satisfaction, and a larger market share, contributing to the business's long-term sustainability. This research contributes to business management theory by providing insights into strategies for small family businesses in rapidly evolving markets. The findings aim to bridge traditional business values with modern management practices, offering valuable guidance for both academic researchers and business practitioners in navigating the complexities of the property industry. [ABSTRACT FROM AUTHOR]

Multinational corporations (MNCs) must balance opportunity-seeking initiatives locally with global programs and imperatives. This balancing act between generating and responding to local insights and exploiting standardized marketing programs calls for some form of marketing agility. Under this lens, this study investigates the relationship between market orientation (MO) and marketing program standardization (MPS)—two critical marketing capabilities—and their dual effects on subsidiary performance. The authors compare the cases of Western MNCs' subsidiaries operating in Japan and Turkey and inquire about the moderating role of a country's economic development (advanced vs. emerging market) and an industry's global competitive interdependence. Analyzing MO at the subcomponent level, they find a positive relationship between responsiveness and MPS in both markets. MPS also functions as a partial mediator between responsiveness and profitability in an advanced market. In an advanced market, both responsiveness and MPS are positively related to profitability and market share. In an emerging market, MPS is negatively related to profitability in support of adapting the marketing program. The results and follow-up discussions with executives from established MNCs support the conceptualization of MO and MPS as reflections of international marketing agility in subsidiaries. [ABSTRACT FROM AUTHOR]

This study aimed to demonstrate the impact of digital marketing and evaluate the level of use through its strategies of search engine optimisation, search engine marketing, marketing content creation, social media marketing, mobile marketing, and email marketing on the market share of five-star hotels in Jordan. The current study focuses on the importance of digital marketing in the tourism industry. Both current and potential tourists depend on digital communication tools to obtain information about services, products, promotions and other related details online. Digital marketing allows for personalised communications and offers, but it is necessary to understand its types and value in tourism activities. As the industry becomes more complex and competitive, traditional marketing methods may no longer be sufficient. Therefore, tourism companies rely heavily on information and communications technology and work with global digital networks to distribute and sell their products. Effective digital marketing strategies are essential for increasing online exposure and attracting potential customers. The study adopted the descriptive and analytical field approach to collect data from the study sample of marketing managers, reservations and sales managers, and other participants in the marketing process. Moreover, the population consisted of all leadership and supervisory positions in twenty-one five-star hotels in Jordan, with approximately 500 employees. The sample selected was 222 employees. The author also used the PLS‒SEM technique to analyse the data. This finding revealed that dimensions such as email marketing have a significant and positive effect on the market share of five-star hotels in Jordan. Similarly, mobile marketing, search engine marketing and social media marketing also have significant positive effects on the market share of the hotels studied. On the other hand, the results did not show that marketing content creation and search engine optimisation had no noticeable effect on market share. Furthermore, more studies on search engine optimisation and the creation and promotion of attractive marketing content are recommended, given the inability of the current study to prove its impact on market share. It also recommends that hotels strengthen their digital strategy to keep pace with rapid developments and the strength of competition across networks. [ABSTRACT FROM AUTHOR]

Purpose: Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society's demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share. Design/methodology/approach: The authors used an integrative approach to clarify the construct's domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share. Findings: The model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company's competitive performance considering the consumer. Originality/value: To the best of the authors' knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company's competitiveness, unifying branding theory with the theory of the marketing firm. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine the underlying mechanisms through which entrepreneurial marketing (EM) promotes the development of a favorable brand image and enhances sales growth and market share in new ventures (NVs). Design/methodology/approach: The authors tested the theoretical model using a multi-informant design in which survey data were collected from NV entrepreneurs and marketing managers. Hypotheses were tested using linear regression and PROCESS analysis. Findings: The authors demonstrate the significance of EM as comprising two NV capabilities – first, the level of complementarity between entrepreneurial orientation (EO) and market orientation (MO) as a dynamic capability, and second, brand management capabilities (BMCs) as an operational capability – in shaping a favorable NV brand image and promoting market performance. Research limitations/implications: The authors offer a novel perspective by demonstrating that EO and MO yield complementarities in driving NVs' BMCs, which, in turn, drive brand image development and market performance for NVs. In doing so, the authors demonstrate novel theoretical implications for the relevance of EM to NV branding, which, to date, has received scant attention in the literature. Practical implications: The authors identify a potential avenue for entrepreneurs and NV managers to mitigate the potential failure rates by simultaneously pursuing a higher level of EO and MO and investing in brand-building activities. Such efforts can help enhance brand image, drive sales growth and foster long-term success. Originality/value: To the best of the authors' knowledge, this study is the first to include brand capabilities as an element of EM, examine EM in NV brand image development and identify the role of EM capabilities relevant to NV brand building and market performance simultaneously. [ABSTRACT FROM AUTHOR]

Recent years have seen an increased appreciation of the importance of marketing and of its significant contribution to financial performance of companies. Effective marketing strategies are have a positive effect on the financial performance of an organization, by acting as a resource which can be utilised by the firm in order to create competitive advantage, thus increasing market share and profitability, and as a competency which can be used in order to improve financial performance by means of increasing customer satisfaction. Marketing initiatives offers many benefits for business, including visibility, increased sales, and overall success. Without the right marketing tools, no matter how great products and services are, it is near impossible to reach the right customers. Marketing creates demand. Increased demand encourages production and distribution activities. As a result, industrial growth is boosted and income levels improve due to increased employment opportunities. This improves the standard of living by offering superior and improved products. Thus, the overall economic growth is boosted. [ABSTRACT FROM AUTHOR]

This paper explores the multidimensional influence of social media marketing on Egypt's Small and Medium Enterprises. This study adopts a mixed-methods approach, integrating surveys, interviews, and case studies to give a thorough analysis. The study begins by assessing the amount of social media marketing adoption among Egyptian SMEs and identifying the most regularly used platforms. It evaluates the frequency and characteristics of social media interactions among SMEs, including consumer engagement and collaborations. Furthermore, the study assesses the problems associated with resource limits, digital literacy, and cultural issues in incorporating social media into SME operations. In addition, the study explores the impact of content created by users and online reviews on brand impression and consumer loyalty. The study also examines whether having an active social media presence corresponds with increasing revenue, market share expansion, and globalization activities. It investigates the role of social media marketing in promoting SMEs' access to finance and collaborations. In conclusion, this thesis contributes to the existing literature by conducting a comprehensive evaluation of the impact of social media marketing on small and mediumsized enterprises (SMEs) in Egypt. It highlights the immense potential of social media and identifies various challenges SMEs face. The research recommends how policymakers, business support organizations, and SME owners can leverage social media marketing to enhance competitiveness and sustainability in the Egyptian business environment. [ABSTRACT FROM AUTHOR]

The purpose of this study is to analyze the effect of content marketing on purchase intention. The benefit of this study is to find out what factors influence purchase intention because it is important for ice cream manufacturers to develop online sales market share. This research method is a quantitative research method with survey methods, which is a research method to examine certain types of content by collecting primary water through the use of research instruments that are structured and systematical with the aim of testing hypotheses that have been studied. There is a positive relationship between eWOM and consumers and businesses. The formation of eWOM is the result of the company's performance in Maisai Lailu and encourages company performance in the future. eWOM is an important source of acquisition through various digital markets so that eWOM has the ability to achieve consumer acquisition, consumer retention and consumer acquisition'. Based on the results of research and discussions that have been carried out, the conclusions that can be drawn are as follows: Content marketing has a significant positive effect on purchase intention in consumers of Klik Indomaret ice cream received Content marketing has a significant positive effect on e-wom in consumers of Klik Indomaret ice cream received. E-wom has a significant positive effect on purchase intention in consumers of Klik Indomaret ice cream received. E-wom mediates the effect of content marketing on purcahase intention in consumers of Klik Indomaret ice cream received. [ABSTRACT FROM AUTHOR]

Online social environments provide attractive platforms for firms to connect and engage with consumers. The objective of this paper is to optimize marketing efforts by brands to improve engagement and market share in social media. To this end, we define and conceptualize the digital social media space using the concepts of homophily and social distance. For quantification purposes and a more tangible practical implementation we build on Huff's retail gravity model, which is transposed to the social media space. The model allows the calculation of the expected engagement and social media market participation at the brand level, based on the positioning of the brand and its' competitors and the distribution of consumer activity in different social media, thus enabling the optimization of marketing efforts through digital (re-)location. The model is applied to leading brands in the athletic footwear market to test its robustness. [ABSTRACT FROM AUTHOR]

INTRODUCTION Analysis of the tobacco market can provide valuable insights for developing tobacco control strategies. This study examines the market trends of cigarettes, cigars/cigarillos, smoking tobacco, smokeless tobacco, e-cigarettes, heated tobacco products (HTPs), and tobacco-free oral nicotine, across 97 countries between 2007 and 2021. METHODS We obtained annual tobacco retail value data from Euromonitor Passport and calculated the market share for each type of tobacco product. The research examined trends in retail value and market share globally, stratified by national income level, as well as in individual countries. RESULTS From 2007 to 2015, the growth of the global tobacco market was primarily driven by cigarette sales. However, starting in 2016, emerging products, including e-cigarettes, HTPs, and tobacco-free oral nicotine, as well as non-cigarette combustible products, including cigars/cigarillos and smoking tobacco, have been mostly responsible for the increases in the global tobacco retail value. Highincome countries experienced the greatest increase in the retail value of emerging products, while middle- and low-income countries still observed rises in cigarette sales. CONCLUSIONS Trends in the retail value of different tobacco products varied widely during the study period, with distinct trends observed in different income levels and within individual countries. These trends can supplement prevalence data and be used to inform local tobacco control policies. [ABSTRACT FROM AUTHOR]

Copyright of RAIMED: Revista de Administração IMED is the property of RAIMED: Revista de Administracao IMED 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.)

China National Heavy Duty Truck (CNHTC) is a famous brand in China. China National Heavy Duty Truck (CNHTC) is a well-known domestic automobile brand, which occupies a certain market share in the automobile market and is recognized and supported by many consumers. However, China National Heavy Duty Truck Corporation (CNHTC) mainly focuses on heavy-duty truck products, and the development of its VGV light-duty vehicle has not been very good in the past decade, which needs to readjust its marketing strategy. This study takes China National Heavy Duty Truck Corporation (CNHTC) VGV as the research object, and explores its marketing market environment, competitive environment, etc., to find out the current marketing status of the company, and the dilemmas that appear in marketing: slow product updating, solidified brand image, lack of effective supervision and flexibility in price positioning, lack of on-line channels, inadequate management of dealers, single means of promotion, and lack of innovation in advertisement. Targeted to put forward to speed up the product update speed, pay attention to brand building, pricing and product positioning, strengthen the effective supervision of product price, online and offline channels combined, reasonable planning product channel layout and other countermeasures. [ABSTRACT FROM AUTHOR]

This article explores the process of developing an international marketing strategy for domestic enterprises. In an increasingly globalized business environment, expanding into international markets has become a crucial objective for many companies. The article highlights the importance of strategic planning and market analysis in the formation of an effective international marketing strategy. It emphasizes the need for a comprehensive understanding of target markets, including cultural, economic, and regulatory factors. The article discusses key considerations such as market segmentation, product adaptation, pricing strategies, distribution channels, and promotional activities in the context of international marketing. It also explores the significance of digital marketing tools and emerging technologies in facilitating international expansion. Furthermore, the article addresses the challenges and risks associated with entering foreign markets and provides insights into mitigating strategies. By implementing a well-crafted international marketing strategy, domestic enterprises can enhance their competitiveness, increase market share, and achieve sustainable growth in the global marketplace. The article concludes with practical recommendations and guidelines for domestic enterprises seeking to develop and execute successful international marketing strategies. Overall, this article provides valuable insights and guidance for companies aiming to expand their operations internationally. The article proposes an international marketing strategy for domestic enterprises based on the authors' developed comprehensive indicator of the impact of financial risks on international marketing activities. The scientific novelty of the article lies in the author's suggestion to use the calculated value of the comprehensive indicator for selecting the international marketing strategy for domestic enterprises, which is based on the following groups of indicators: Financial indicators, Market position indicators, Customer satisfaction indicators, Innovation and research indicators, Resource efficiency indicators. This approach allows for a reasoned assessment of the current state of the enterprise and the planning of its future development through the defined international marketing strategy for domestic enterprises. [ABSTRACT FROM AUTHOR]

Within a dominant marketing ideology, a firm's strategic orientation is grounded in the exchange of value with potential and existing customers and collaborators. Beyond an overarching value exchange objective, what compels firms to change or not change their strategic orientation? This work explores what external entities influence a firm's strategic orientation, and how do firms interact with those entities? A dynamic framework is presented to articulate the effects of three broad forces (ideology, legitimacy, and criticism) on a firm's strategic orientation. Specifically, a firm's strategic orientation both influences, and is directly influenced by, marketing ideology (i.e., what marketing is) residing within the collective state of mind of the discipline's members (academics, practitioners, consultants, authors, and associations). Legitimacy expressed by a firm's stakeholders via a number of proxies (e.g., market share, stock value, brand equity) serves as a primary objective for firms and therefore influences strategic orientation. Finally, criticism (i.e., critical dialogue and conflict) originating from society at large, serves as a separate force of influence on a firm's strategic orientation, directly and via legitimacy. In an effort to articulate how firms interact with the market, we assert that strategic orientation may be captured by a 2 × 2 matrix characterizing a firm's orientation as response-based (low and high) and change-based (low and high). The dynamic nature of markets is captured in this matrix wherein firms can shift to/from a market changer from/to a market defender. [ABSTRACT FROM AUTHOR]

INTRODUCTION The international tobacco market is dominated by five transnational tobacco companies (TTCs) which continue to interfere with measures to reduce tobacco consumption. The aim of this study is to better understand the current international tobacco industry market structure by providing an overview of the market share of these five companies globally. METHODS A longitudinal multi-country study design was used to understand market share trends across 90 different countries from 2011 to 2020. Descriptive analyses were conducted based on market share and market size data obtained from Euromonitor Passport. Market share (%), maximal market share (%) and cumulative market share (%) were calculated. Maps and boxplots are used to present the descriptive analyses. Median cumulative TTC market share and interquartile ranges for each year were calculated and stratified by country income level. RESULTS The average maximal market share of one company in a country was 50% (IQR: 40.0-63.5) in 2020 compared to 51.5% in 2011 (IQR: 41.3-69.0). One of the five TTCs had the highest market share in 77 out of the 90 countries. Philip Morris International was the main market player in 38 countries, followed by British American Tobacco (24), Japan Tobacco International (8), Imperial Brands (6), and lastly China National Tobacco Corporation was only dominant in China. The percentage of cigarettes manufactured by one of the five TTCs remained relatively stable between 2011 (86.4%) and 2020 (85.2%). Average cumulative TTC market shares increased between 2011 and 2020 in both low- and middle-, and high-income countries. CONCLUSIONS The international tobacco market is concentrated with a small number of large players, and this has not changed substantially between 2011 and 2020. The impact of this on the ability of the tobacco industry to resist policy changes is unknown but presents a cause for concern. [ABSTRACT FROM AUTHOR]

Aim: To analyze the different variables that affect the development of the household cleaning products company, in order to obtain the positioning in relation to the other competitors, to achieve a 30% market share and to move to the growth stage to achieve profits. Methodology used: SWOT analysis, considering the marketing variables (product, price, advertising, location), for the design of the model of the current situation of the company, obtaining an overall diagnosis and objective identification of the guidelines to be followed, generating market segmentation strategies that will achieve the main objective of the household cleaning products company in Villahermosa, Tabasco. Contribute: Identified opportunities for strategic alliances, including service providers and a significant number of potential customers, overworked population needing cleaning assistance, companies identified as competitors lacking adequate technology and unprofessional service. [ABSTRACT FROM AUTHOR]

Copyright of Revista de Economía (Universidad Autónoma de Yucatán) is the property of Universidad Autonoma de Yucatan, Facultad de Economia 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 2019, the US ornamental horticulture industry had a farm gate crop value of roughly $17 billion, contributed $348 billion in total output to the nation's economy, and created 2.32 million employment opportunities. However, as the industry matures and reaches a slow‐growing stage, interfirm rivalry may appear among grower firms for marketing channels and sales opportunities. Independent garden centers and retailers report facing increased competition from mass merchandisers. Market channel choices, as part of the competitive strategy, are alternative ways for ornamental production to reach consumers. However, marketing practices of this industry have not received adequate attention from researchers despite the economic significance of the industry. Combining four waves of the National Green Industry Survey from 2004 to 2019, this study provides a comprehensive analysis of factors influencing firms' market participation and market channel choices. Over the survey period, traditional wholesale market channels such as landscape services companies, rewholesalers, and single‐location garden centers have remained mainstream channels. The direct‐to‐consumer (DTC) channel showed the potential to gain significant market share. Thirty percent of the firms participated in DTC channel in 2018, and their sales represent about 22% of total sales by all survey firms. Our empirical results show firms' wholesale market participation and choices of market channels are largely influenced by plant types and firm perceptions (variables potentially affecting firms' assessment of the "size" of their market) and variables approximating the market size such as regional dummies and housing price index, confirming the impact of market size on entry decision. [EconLit Citations: C50, M31, L14]. [ABSTRACT FROM AUTHOR]

Introduction: The purpose of this research is to design a process for increasing the sales and market share of dairy companies based on the sensory marketing model. The competition in the dairy industry is high, and the industry uses different methods to strive for bigger market shares. In a globalizing world, increasingly competitive environment impels the companies to search for different marketing methods beside the traditional ones. Sensory marketing which is one of the comprising methods is a technique that aims to seduce the consumer by using his senses and influencing his feelings and behavior. In sensory marketing, with various stimuli that are sent to the five senses, consumer's emotional and behavioral orientations are studied to be affected. Sensory marketing is a useful because it gives companies a real opportunity to maximize product profitability . In today’s research, sensory stimuli, or sensory inputs, are addressed in connection with a place, a brand, or an environment where a service is offered and how it looks, sounds, smells, feels, and tastes influences consumers. It may relate to the impact on both consumers’ product evaluation and choice of a product or as consumers’ affections, cognitions, and actual behaviors regarding, for example, how much time is spent in a store or how much money is spent on the purchase of a certain brand. The starting point in this research is to first understand how businesses, using the five senses, develop sensory experiences for consumers based on various sensory strategies and sensory stimuli. The role of sensory experiences in judgment and decision making has raised a surge of interest in marketing as well as psychology. In marketing, scattered research on the role of the senses in consumer behavior has been brought together under the rubric of sensory marketing, that is, “marketing that engages the consumers' senses and affects their perception, judgment, and behavior”. Over the past few years, research in sensory marketing has expanded and spread on a global scale in a most significant way. From previously unknown topics at large annual scientific marketing conferences, such as the European Marketing Academy (EMAC), the Academy of Marketing Science, and the American Marketing Association (AMA), sensory marketing has come to be recognized as an independent, scientific research area, compared with areas such as advertising, relationship marketing, or branding. Many researchers believe that sensory marketing will become more significant in the future and will establish itself as an important area for both academics and practitioners.Methodology: This study is developmental in terms of purpose. It is conducted through the Grounded Theory. The research is a case study, and the statistical population includes two groups of experts, academics and industry experts. The sampling is done by the snowball method. The data collection tool is interviews. By the use of a qualitative approach based on the Grounded Theory, the factors affecting sensory marketing are identified, and an appropriate model is designed.Results and Discussion: The final model of the research was formed with six main categories including intervening conditions (i.e., type of company-customer interaction, brand awareness, word-of-mouth advertising), contextual conditions (economic and social-cultural factors), causal conditions (organizational factors, customer and competitive environment), pivotal phenomenon (taste, olfactory, visual, auditory and tactile marketing), strategies (brand satisfaction and experience and perceived individual value) and outcomes (financial, competitive and branding outcomes). There were also micro-categories and indicators to consider in the dairy industry.Conclusion: In order to see the responses of consumers to sensory marketing practices, according to the research conducted on the dairy industry, it is observed that organizational, customer, and competitive factors affect sensory marketing. The implications of sensory marketing include financial, competitive and branding implications. Sensory marketing is regarded as a new way of making an organizational profit. More and more manufacturers in the dairy products apply scent, sound, texture, vision and taste as stimuli to build stronger emotional connections with the customer and drive preference to their brand. The results showed the powerful and tremendous effect of the concept of sensory marketing which is inevitable for the success of a firm in this highly competitive market. This study provides practical and theoretical implications in the dairy industry, which can help marketers in the industry to excel. The contributions of this study include not only bridging the aforementioned gap in the literature but also offering significant managerial implications.

The impact of market share on financial firm performance is one of the most widely studied relationships in marketing strategy research. However, since the meta-analysis by Szymanski, Bharadwaj, and Varadarajan (1993), substantial environmental (e.g., digitization) and methodological (e.g., accounting for endogeneity) developments have occurred. The current work presents an updated and extended meta-analysis based on all available 863 elasticities drawn from 89 studies and provides the following new empirical generalizations: (1) The average raw market share–financial performance elasticity is .132, which is substantially lower than the effectiveness of other intermediate marketing metrics. This result challenges a widely used strategy that solely focuses on increasing market share. (2) Elasticities differ significantly between contextual settings. For example, they are lower for business-to-business firms than for business-to-consumer firms, for service firms than for manufacturing firms, and for U.S. markets than for emerging and Western European markets. The authors also observe differences between countries with respect to a general time trend (e.g., lower elasticities in recent times for Western European markets) and recessionary periods (e.g., lower elasticities in the United States, higher elasticities in non-Western economies). [ABSTRACT FROM AUTHOR]

Using soft sell will cause a more positive affective response than rational appeal or hard sell so that it can increase the level of buying interest, especially share. This study aims to analyze the marketing communication strategy of soft selling through Instagram social media in achieving the millennial market share. The research method used in this study is a qualitative descriptive method. The type of data used in this study is qualitative data, which is categorized into two types, namely primary data and secondary data. Sources of data obtained through library research techniques (library study) which refers to sources available both online and offline such as: scientific journals, books and news sourced from trusted sources. The results of the study conclude that the STP strategy is an effort to achieve the maximum target market. STP (Segments, Targeting, Positioning) strategy to suit the type and purpose of the product to be marketed. The modeling that has been carried out as described in the literature study and the results and discussion has succeeded in showing the relationship between the values of Engagement, New Customer, Company Total Sales, Profit, and Marketshare (market share) as evidenced by structural validation [ABSTRACT FROM AUTHOR]

Marketing teaching is still largely based on theoretical teaching. This kind of teaching mode is difficult to greatly improve the marketing practice teaching, students' practical ability, innovative thinking ability, and so on. At the same time, the teaching arrangement of marketing training is not standardized, which makes it difficult to provide effective guidance for students. This paper attempted to reform the traditional teaching methods of marketing courses in universities, and deeply studied the teaching methods of traditional college students' marketing courses under the background of the network, as well as conducted marketing practice according to two different Internet algorithm marketing strategy models. The experimental data showed that the average teaching quality score of the traditional marketing course teaching mode was only 6.9, while the teaching quality score of the marketing course teaching mode under the Internet background was 8.15; the market share of water heaters under the neural network-based marketing strategy increased by 8.1% within 4 months, while the market share of water heaters under the data mining-based marketing strategy decreased by 4.8%. Therefore, it can be seen that the marketing course teaching mode under the Internet background can improve the teaching quality, and the marketing effect of the neural network-based marketing strategy is better. [ABSTRACT FROM AUTHOR]

Nowadays, the customer network effects are becoming a central issue for the companies, while the previous studies have been only limited to customer lifetime value and its related models. Therefore, this paper aims to presents a model for calculating customer lifetime value, and simultaneously the network effects are considered. For this purpose, an oligopoly market is considered in which companies compete with each other. The companies individually have a number of buyers and sellers. Interestingly, their policy is based on offering services to their buyers free, and receiving the membership fees from the sellers instead. Customers influence each other, and their word-of-mouth marketing leads to a change in the number of companies' customers. This interaction is also observed among the sellers. In the absence of buyers, the presence of sellers is meaningless. In other words, there is a remarkable proportion between the number of buyers and sellers, which directly affects the companies' profitability. Each company seeks to determine the optimal marketing and pricing policies, considering the effects of the network. By applying differential game theory, the companies are able to receive the market share, advertising, and pricing strategy. The Genetic Algorithm is employed to solve the model. Finally, a numerical example and model validation are provided to demonstrate the proposed model capabilities. [ABSTRACT FROM AUTHOR]

Currently, the market for the selling of petroleum products has reached a stage of development where it is almost impossible to satisfy all consumers with a single oil product, each category of consumers having their own expectations from the purchased product. Consequently, oil companies must consider the differences between consumer requirements and expectations when developing both their marketing mix and their marketing strategy. To achieve such a goal, they can adopt the strategy of dividing the market for petroleum products into specific groups, each including consumers with common characteristics and similar needs for certain goods and services. The action of finding the above-mentioned groups is called market segmentation. The segmentation of the market for petroleum products is the most important marketing tool, its role being that of helping the company find its place on the market. [ABSTRACT FROM AUTHOR]

Copyright of Al-Anbar University Journal of Economic & Administration Sciences is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) 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 Contabilidad y Dirección is the property of ACCID 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 Contabilidad y Dirección is the property of ACCID 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 study aims to examine the antecedents of market orientation and entrepreneurial marketing dimensions in emerging markets and their effects on the performance of SMEs in the beverages sector. Data collection was conducted in Greater Accra region through the Association of Ghana Industries (AGI) and National Board for Small Scale Industries (NBSSI). The findings revealed that Entrepreneurial Marketing Dimensions (EMDs) had a positive significant effect on SME performance. Nevertheless, market orientation, customer orientation and competitor orientation had a positive insignificant impact on the beverages sector. Besides market orientation, customer orientation and competitor orientation significantly moderate the relationship between EMDs and SME performance in Ghana as it is an emerging market. The results show that Ghana's NBSSI should increase vigorous training programs for SMEs in the beverages sector to understand customer needs and to increase their profitability, market share and sustainability in the emerging market. Also, policymakers and authorities should ensure that related government institutions as well as various stakeholders should collaborate to improve EMD and market, customer and competitor orientations within the SME industry. This study adds to the ongoing discussion on the emerging market, SMEs, Resource Base View Theory, entrepreneurship and beverages industry by providing a comprehensive overview of EMDs, market orientation, customer orientation and competitor orientation in the emerging market. [ABSTRACT FROM AUTHOR]

Although managers and researchers put utmost importance on uncovering factors that affect effort and performance of sales representatives, they have largely overlooked a key factor. This research aims to remedy this neglect by shedding light on salesperson brand attachment. A qualitative study first examines the prevalence of attachment and uncovers several potential antecedents. Two follow-up empirical studies show that identification and psychological ownership are significant predictors of salesperson brand attachment. Informed by this research, managers can encourage brand attachment, with the end goal of increasing salesperson effort and ultimately performance, by increasing feelings of identification and psychological ownership among salespeople. This impact is particularly notable among brands with low market share, which are often a key concern of managers. The findings provide novel insights into how attachment affects sales representatives, as well as potential methods to cultivate such an attachment. [ABSTRACT FROM AUTHOR]

Many goods manufacturers and service providers jointly deliver partnered hybrid offerings to achieve competitive advantage and superior performance. In such cases, service providers may emphasize different aspects of service in their offerings. Do service providers and goods manufacturers benefit equally from emphasizing service satisfaction? Do the performance effects of emphases on different aspects of service satisfaction vary across different goods? The authors examine the effects of emphases on two aspects of service satisfaction, relational service (interactions with the service provider’s staff) and service environment (service provider’s facilities), on the market shares of service and goods components of partnered hybrid offerings. Using multiple secondary data sources from the U.S. automobile industry between 2009 and 2015, the authors find that emphasizing relational service satisfaction increases service market share but decreases goods market share. Counterintuitively, emphasizing service environment satisfaction decreases service market share. Furthermore, the vertical quality of the good moderates these relationships. The findings generate actionable guidelines to improve market shares by adjusting relational service satisfaction and service environment satisfaction in the partnered hybrid offerings context. [ABSTRACT FROM AUTHOR]

Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured using either consumer perceptions or sales. Consumer-based brand equity (CBBE) measures what consumers think and feel about the brand, whereas sales-based brand equity (SBBE) is the brand intercept in a choice or market share model. This article studies the extent to which CBBE manifests itself in SBBE and marketing-mix response using ten years of IRI scanner and Brand Asset Valuator data for 290 brands spanning 25 packaged good categories. The authors uncover a fairly strong positive association of SBBE with three dimensions of CBBE—relevance, esteem, and knowledge—but a slight negative correspondence with the fourth dimension, energized differentiation. They also reveal new insights on the category characteristics that moderate the CBBE–SBBE relationship and document a more nuanced association of the CBBE dimensions with response to the major marketing-mix variables than heretofore assumed. The authors discuss implications for academic researchers who predict and test the impact of brand equity, for market researchers who measure it, and for marketers who want to translate their brand equity into marketplace success. [ABSTRACT FROM AUTHOR]

The subject of the research is the theoretical, methodological principles, and practical proposals for increasing the agricultural enterprises’ competitiveness based on improving its components accounting, evaluation, and modeling. The purpose of the article is to substantiate the increase of agricultural enterprises’ competitiveness and managing it through improving accounting, evaluation, and modeling of its quantitative indices and indicators. The methodological basis of the article is the fundamentals of economic theory, business economics, and accounting; works of leading scientists on competitiveness issues; legal regulations on various aspects of agricultural enterprises and markets development. The historical and monographic methods and methods of system-structural analysis and synthesis, rating evaluation and ranking, accounting, model of competitive space are used. The results of the article. The essence of agricultural enterprises’ competitiveness is generalized, the problems of its formation are revealed and directions of improving its management are offered based on building the model of competitive space taking into account indicators of financial and economic sustainability of agribusiness, market share, and products competitiveness, and involvement of the marketing plan as well. Field of application of results. The results obtained should be used in the management of agribusiness enterprises; in the educational process of the faculties of economics and management of higher education institutions. Conclusions. Modeling of increasing the agricultural enterprises’ competitiveness and its forward-looking management is based on improving the accounting and evaluation of indicators of its factors and components. Its result can be a three-factor model of competitive space based on the following indicators: the level of competitiveness of products, the level of financial and economic sustainability, the market share size. The key to increasing the competitiveness of agricultural entities depending on the model chosen and strategies of functioning in the market space is called innovation, compliance with specialization, marketing plans.

Copyright of AdBispreneur: Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan is the property of AdBispreneur: Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan 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.)

India Domino's is India's market leader having the highest pizza market outside the United States with nearly 72% market share and is working towards doubling the market size by creating pizza as a meal-time replacement. This case study ascertains how Domino's pizza, people's favourite pizza brand in the United States adapted to the Indian market and captured its evolving customer base. This study considers various factors that have helped Domino's achieve their position in the Indian market. The intriguing feedback process that Domino's conducts with the young customers, the product development process carried out with its team before introducing a new product in the market is studied. In a country where data charges are reliable and smartphones are accessible to a wide range of people, the influence of introduction of newer version of the consumer-friendly mobile application in online food ordering and its ability in addressing longstanding issues is discussed in detail to determine how the mobile application was successful in achieving increased sales and customer satisfaction. This case study also examines the role of marketing in introducing and developing localised product ranges and customised Indian flavorous with innovative additions to suit the evolving tastes of its consumers residing in every part of the country. Quick and reliable superfast delivery, digital advertisements and marketing campaigns used to communicate value for money offerings and safety measures undertaken to capture wide range of audience is also studied. [ABSTRACT FROM AUTHOR]