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Kosovo's private sector business is led by small and medium enterprises and shows a crucial role in the economic development and promoting the growth of this sector. Due to the lack of studies in Kosova, related to marketing strategy and export performance, the research aims to explore growth determinants of SMEs in Kosovo by emphasizing exports, revealing the importance of marketing strategy related to the performance of SMEs. Since exporting is becoming more important, it is necessary to understand all the factors that are involved in this booming trade. This research analyses explore the literature dealing with small and medium enterprises' performance to inspect the traditional and modern academic standpoints on estimating the impact of export performance, based on secondary data of five hundred small and medium enterprises, as trade, manufacturing, and services sectors in Kosovo. The data were analysed using both descriptive statistics and inferential techniques, such as logistic regression analysis, and probit model using the SPSS software. Results show a significant linkage of marketing strategy and export performance; managers and policymakers can take some action to improve export performance. On the other hand, the results measure the impact of price, production, promotion and place in export performance incorporate expected future performance. It is argued that enterprises in Kosovo must pay more attention to strategies, and attempt to design and implement better strategies that will be beneficial for developing international trade, especially exports, as one way of trading by SMEs. [ABSTRACT FROM AUTHOR]

BPJS Ketenagakerjaan has the task and function of administering Employment Social Security through 5 Employment Social Security Programs, namely Employment Injury Insurance Program (EII), Death Benefit Program (DB), OldAge Benefit Program (OAB), Pension Benefit Program (PB), and Unemployment Insurance Program (UI). The aim of this research is to analyze 345 strategies in an effort to achieve the target of membership in BPJS Ketenagakerjaan. This study used qualitative research methods. The data collection technique in this research is a literature study obtained from Google Scholar and internal research carried out internally at BPJS Ketenagakerjaan. The collected data was analyzed in three stages: data reduction, data presentation, and drawing conclusions. The research results show that the 345 strategy is the right strategy to increase membership with 3 main programs, namely retention, intensification, and expansion, with 4 focuses, namely village ecosystems, market ecosystems, e-commerce and SMEs, and vulnerable workers through 5 engines, namely agency systems, figures, supply chain, auto debit, compliance, and positive supervision. This strategy can increase public awareness, increase coverage, or increase BPJS Ketenagakerjaan participation regarding the benefits of the EII, DB, OAB, PB, and UI programs, as well as increase BPJS Ketenagakerjaan program participants. [ABSTRACT FROM AUTHOR]

The Importance of marketing makes marketing strategy a crucial aspect that needs attention. Various marketing strategies need to be implemented, one of which is through the sales force. BPJS Ketenagakerjaan requires a sales force to provide information and increase participation in BPJS Ketenagakerjaan. To enhance the addition of social security employment participants, a membership team needs human resource skills, namely soft skills and hard skills. The purpose of this research is to determine the skills that influence the success of the BPJS Ketenagakerjaan membership team. The research method used is a case study method with a qualitative approach through the sales forces productivity program. The results show that BPJS Ketenagakerjaan identifies resources that influence the success of marketing through the salesforce, namely 3 basic mentalities, 4 interpersonal skills, and 5 practical abilities, known as the DNA 345 Salesforce Success Factors. Mentalities include resilience, adaptability, and coherence. Interpersonal skills encompass approaching, influencing, conveying ideas, negotiating, and empathetic listening. Practical abilities include market analysis, building networks, product marketing, customer retention, and problem-solving. The Sales Force Productivity Program improves the performance of the salesforce in the marketing strategy of BPJS Ketenagakerjaan. [ABSTRACT FROM AUTHOR]

The article investigates how national artistic ideologies of German-ness and Austrian-ness were incorporated in Hollywood film music of the 1930s and 1940s and in the general discourse in the American press. It argues that these stereotypes were indeed important in Hollywood's marketing strategies toward the middlebrow, which emerged as a wealthy branch in America's society at the time. Among these strategies was the promotion of film music as a 'serious' art form that was historiographically grounded in a 'German' art music tradition, in contrast to 'Austrian' light musical entertainment. [ABSTRACT FROM AUTHOR]

Increasing amounts of data are being generated every year. Sustainable computing systems have become capable of extracting and learning information from the underlying data. Edge and AI (artificial intelligence) are expanding into industrial systems requiring new computing and networking infrastructure. Due to this, SLA computing is becoming increasingly challenging to handle in these emerging cloud environments. The cloud is a service that provides virtual resources to users. Qualitative and quantitative findings in market-oriented approaches are one of the most common methods for managing virtual and physical machines in a network. When allocating services, price is an important factor to consider. In this study, we aim to determine the initial price of VMs while considering the dynamic pricing model in a competitive, sustainable computing system. Besides negotiation-based trading, a multifactor architecture is used for trading in the marketplace. Based on the simulation results, it was found that the performance could be improved by categorizing the VMs based on regression. According to the simulation results, the cloud market system provides a better service-level agreement (SLA) and response time when assigning virtual machines to the market. Based on the results, we found that using the regression method for categorizing the VMs to manage the market improved the SLA. [ABSTRACT FROM AUTHOR]

Artificial intelligence (AI) has rapidly emerged as a transformative force in multiple sectors, with digital marketing being a prominent beneficiary. As AI technologies continue to advance, their potential to reshape the digital marketing landscape becomes ever more apparent, leading to profound implications for businesses and their digital outreach strategies. This research seeks to answer the pivotal question: "How could AI applications be leveraged to optimize digital marketing strategies"? Drawing from a systematic literature review guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework, this study has identified 211 pertinent articles. Through a comprehensive bibliometric analysis, the findings were categorized into distinct clusters, namely: AI/ML (Machine Learning) Algorithms, Social Media, Consumer Behavior, E-Commerce, Digital Advertising, Budget Optimization, and Competitive Strategies. Each cluster offers insights into how AI applications can be harnessed to augment digital marketing efforts. The conclusion synthesizes key findings and suggests avenues for future exploration in this dynamic intersection of AI and digital marketing. This research contributes to the field by providing a comprehensive bibliometric analysis of AI in digital marketing, identifying key trends, challenges, and future directions. Our systematic approach offers valuable insights for businesses and researchers alike, enhancing the understanding of AI's evolving role in digital marketing strategies. [ABSTRACT FROM AUTHOR]

The focus of this paper is the revitalization of a heritage city center and the significance of retail trade and cruise ship tourism within this context. Fundamental concepts are presented in the literature review and the factors contributing to the decline of old city centers explored. The empirical section of the paper comprises a case study that highlights a specific municipality's efforts to revive its heritage city center. The main attraction in Koper is its well-preserved medieval city center with five-centuries-old Venetian architecture. An analysis of the municipality's initiatives is performed and a qualitative study that investigates the perceptions and experiences of stakeholders regarding the situation and the municipality's actions to preserve commercial activity in the city center. The results of the semi-structured interviews conducted with three distinct stakeholder groups are analyzed using the qualitative content analysis method. The findings reveal that the chosen municipality has achieved relative success in revitalizing its heritage city center. Concurrently, stakeholders' perspectives are utilized to identify potential drawbacks and explore opportunities for mitigating them. This paper concludes by presenting its theoretical and methodological contributions to the field of heritage city center revitalization, not only in the selected municipality but also beyond. These insights can inform the appropriate sustainable policy development and marketing strategy. [ABSTRACT FROM AUTHOR]

In the context of energy transformation and power market system reform, it is crucial to address the network risks associated with enhancing the integration of the "Energy–Information–Market" paradigm. This necessitates research on multi-energy market trading modes and the corresponding offensive and defensive technologies. This paper proposes a novel approach centered around a node-local Energy Hub (EH) that represents large industrial users with diverse energy demands. To facilitate multi-energy two-way trading, a price-oriented Transactive Energy (TE) market clearing strategy is developed. Building upon this transaction network framework, a data-driven attack strategy targeting the state estimator of the Transmission System Operator (TSO) is introduced and implemented in two stages, encompassing real-time topology estimation and False Data Injection attacks. By leveraging Matrix Transfer Entropy (MTE), the optimal attack target is identified to disrupt the economic stability of the system and the profit of the attacker increases significantly. The proposed attack strategy is validated through simulations conducted on a 30-node system, yielding conclusive evidence of its effectiveness while offering vital insights for system defense. [ABSTRACT FROM AUTHOR]

Preventing energy waste in residential and office buildings has emerged as a critical issue in both developed and developing countries over recent decades. The growing demand for oil and energy reserves has amplified the urgency of this concern. The deployment of building energy management systems (BEMSs) can lead to timely responses to changes in environmental conditions, the prevention of energy wastage, a reduction in CO2 emissions, and an increase in the longevity of building equipment. Despite the undeniable benefits of BEMSs, their market size remains small, creating challenges for providers in reaching potential customers. This research seeks to identify and prioritize the marketing strategies for BEMSs. A case study was conducted, employing the "Strengths, Weaknesses, Opportunities, and Threats" analysis as a tool for identifying marketing strategies related to BEMSs. This method resulted in the identification of 18 distinct marketing strategies. These strategies were subsequently prioritized using a novel fuzzy multicriteria decision‐making technique, VIkor‐topSIS, considering six specific criteria. The findings of the study suggested a hierarchical influence of six criteria on the BEMS market, arranged in the following order of significance: effectiveness, cost, attainability, complexity, timing, and popularity. Furthermore, the top three marketing strategies for BEMSs were found to be internet advertising strategies, discounts to consumers, and online sales. The analysis of the results has also offered valuable insights into the strengths and weaknesses of the studied BEMS provider, as well as the opportunities and threats present within the BEMS market. [ABSTRACT FROM AUTHOR]

Social media and social media education has permeated fashion merchandising programmes. At the same time, social media influencers have become an essential marketing and advertising strategy for fashion brands to reach consumers. Traditional educational models, such as classroom lectures and textbooks help expose students to theoretical learning outcomes, but they can lack real-world applications, problem-solving, and self-reflection. Therefore, this paper introduces an experiential learning project that provides students real-world applications regarding social media influencer marketing as 'lived experiences'. Specifically, the project provided students with an opportunity to become an Instagram influencer by creating unique and engaging content for cotton fibres and textiles. An experiential learning model was used as the framework for this project and assisted in the creation of a student competition. Through the project's four-stage process, students demonstrated positive learning outcomes, skills, and knowledge relevant to social media, social media influencers, and fashion marketing. [ABSTRACT FROM AUTHOR]

Introduction IQOS entered the U.S. market in October 2019, then received the Food and Drug Administration (FDA)'s modified risk tobacco product authorization (MRTPA) allowing use of "reduced exposure" claims in marketing in July 2020. A May 2021 court decision regarding patent infringement required IQOS' removal from the U.S. market in November 2021. Aims and Methods Using 2019–2021 Numerator marketing data, this study characterized ad occurrences and expenditures—including allocation per ad content (headline theme, imagery) and media type and channel—pre- and post-MRTPA; exploratory analyses characterized the post-court to withdrawal period separately. Results The study period entailed 685 occurrences and $15 451 870 in expenditures. The proportions of occurrences across the three periods (pre-MRTPA, post-MRTPA, and post-court) were 39.3%, 48.8%, and 12.0%, respectively (p <.001); the proportions of expenditures were 8.6%, 30.0%, and 61.5%. Overall, 73.1% of ad occurrences were via online display; 99.6% of expenditures occurred in print. Per occurrences, prominent pre-MRTPA headline themes included "future" (40.2%), "real tobacco" (38.7%), "get IQOS" (35.3%), and "innovation or technology" (20.1%); post-MRTPA, prominent themes included "not burned or heat control" (32.7%), "reduced exposure" (26.4%), and "distinct from e-cigarettes" (20.7%). Visuals mainly depicted the product alone (pre-MRTPA: 86.6%; post-MRTPA: 76.1%), but increasingly featured women (pre-MRTPA: 8.6%; post-MRTPA: 21.5%). The most prominent media channel theme pre-MRTPA was "technology" (19.7%), but post-MRTPA included "women's fashion" (20.4%) and "entertainment or pop culture/gaming" (19.0%). Conclusions IQOS leveraged MRTPA in ads, continued marketing post-court decision, and targeted key consumer groups (ie, women). Marketing surveillance of products granted MRTPA is needed, domestically and in other countries, to assess its use and impact. Implications Philip Morris (PM) leveraged IQOS' MRTPA from the U.S. FDA, and continued marketing IQOS after its withdrawal from the U.S. market due to a patent-infringement-related court decision. Notably, IQOS marketing increasingly targeted key consumer groups (eg, women). Given IQOS' potential return to the United States, PM's use of FDA's MRTPA to promote IQOS as a risk reduction product in other countries, and FDA's MRTPA for other products, it is crucial to monitor products receiving MRTPA, their marketing, and their population impact, domestically and in other countries. [ABSTRACT FROM AUTHOR]

Donor eggs have become commercialized and egg agencies mediate between egg consumers and donors. Despite the rapid growth of this industry, there is a paucity of research focusing on the imaginary aspects of the marketing strategies employed in the egg donation commerce. This article is based on a content analysis of American egg donor profiles. Inspired by Baudrillardian theory, I analyze the marketing strategy and show how egg donors are perfectionized using cultural notions of hegemonic femininity, in order to attract egg consumers by tacitly encouraging them to create an imagined hyperreal ideal self. This marketing strategy aims to de-commodify genetic substance in order to facilitate the exploitation of consumers' self-concept for business goals. The identity of the donor is imbued with greater meaning for consumers than merely her genetic material, hence offers possibilities for the imaginary actualization of consumers' ideal selves. Consumers are invited to exercise their agency and form a simulacrum of their desired self and materialize their utmost psychological identity aspirations. [ABSTRACT FROM AUTHOR]

The article is devoted to the study of strategic marketing roles within the context of dynamic markets. It examines the methods and approaches that enterprises can use to achieve competitive advantages in these circumstances. The paper highlights the importance of strategic marketing in the context of modern business and explores adaptive approaches to the development of marketing strategies. Furthermore, the authors analyze the results of three key innovation rankings, the Global Innovation Index (GII), the European Innovation Scoreboard (EIS), and The Bloomberg Innovation Index, to identify the shortcomings and prospects of Ukraine's innovative development. The paper presents the dynamics of changes in the share of creative goods, works, and services in the total volume of shipped goods. The authors identify drawbacks and prospects for innovative development based on the current state of Ukraine's economy. In addition, the article analyzes the general trends in market dynamics, the impact of technological innovations on the business environment, the spread of globalization in the modern world, and how these factors affect strategic marketing. Particular attention is paid to trend analysis and forecasting methods, as well as the importance of innovation in strategic marketing. The research provides examples of successful implementation of innovative strategies in various business sectors. The authors present the prospects for innovative development in Ukraine. These prospects offer many opportunities for further growth and competitiveness on a global scale. The statistical evaluation of the research results showed the reproducibility and reliability of the data obtained. [ABSTRACT FROM AUTHOR]

Wine is a fundamental cultural and economic asset for Spain and other European's countries. Understanding the consumer behavior is of great importance in designing marketing strategies to promote and encourage a product purchase. This research proposes developing and validating an attitudinal scale of the consumer outlook toward wine consumption. A total of 2,189 participants from the Sherry wine region (Andalusia, Spain) participated in the study. A resulting 16-item scale was estimated to meet the reliability criteria and the Principal Component Analysis after exploring the results. Three dimensions were found: one that integrate consumer experiences (Wine Experience), the elements related to the healthy perception of wine consumption (Health Consumption) and those related to factors linked to the social nature of wine consumption (Social Consumption). The Wine Attitude Scale for Consumer Research (WASCR) it has potential use for segmenting different consumer profiles and to be useful tool for wine producers. Therefore, the scale is proposed for use in different research contexts and other populations of interest in future studies. Plain Language Summary: Wine is a fundamental cultural and economic asset for Spain and other European's countries. Understanding the consumer behavior is of great importance in designing marketing strategies to promote and encourage a product purchase. Previous research has focused on attitudes toward specific aspects of wine, but not on wine consumption. This research proposes developing and validating an attitudinal scale of the consumer outlook toward wine. A total of 2,189 participants from the Sherry wine region (Andalusia, Spain) participated in the study. A resulting 16-item scale was drafted with three dimensions: one that integrate consumer experiences (Wine Experience), the elements related to the healthy perception of wine consumption (Health Consumption) and those related to factors linked to the social nature of wine consumption (Social Consumption). The Wine Attitude Scale for Consumer Research (WASCR) it has potential use for segmenting different consumer profiles and to be useful tool for wine producers. Therefore, the scale is proposed for use in different research contexts and other populations of interest in future studies. [ABSTRACT FROM AUTHOR]

A logotype can have a considerable impact on the customers' perception of a given business, generate experiences and become a basis for assigning specific associations to the brand (positive, negative, promotional). The aim of the present study is to verify the function of logotypes of selected agritourism establishments, especially in view of the rationale for placing them on home pages of websites, and the marketing function they fulfill. Homepages (the main web pages) of websites of 10 agritourism farms with the dimensions of 1,245 × 570 pixels (and 24 -bit color depth) were analyzed. The study involved 170 respondents (n = 170), whose task was to indicate a single element they perceive as positive, negative, and one that in their opinion best serves the promotional goal in each of the 10 homepages. Statistical analyses were performed using the R-CRAN software version 4.0.2. The study confirmed that there are both differences and similarities in the responses regarding logotypes of the agritourism farms studied. The perception of the logotype depends strongly on the education level and age of respondents. The analyses also confirmed that there is no linear relationship between the size of the logo and the frequency at which it is indicated as a promotional element. The use of a detailed factor analysis of logotypes (with the use of the click-tracking technique) on the websites of agritourism farms is an innovative approach and allows for a relatively comprehensive assessment of the perception of logotypes by potential consumers of offers available on the market. Plain Language Summary: An Analysis of Logotypes of Agritourism Farms on Websites The aim of the present study is to verify the function of logotypes of selected agritourism establishments, especially in view of the rationale for placing them on home pages of websites, and the marketing function they fulfill. Homepages (the main web pages) of websites of 10 agritourism farms with the dimensions of 1,245 × 570 pixels (and 24 -bit color depth) were analyzed. The study involved 170 respondents (n = 170). The study confirmed that there are both differences and similarities in the responses regarding logotypes of the agritourism farms studied. The perception of the logotype depends strongly on the education level and age of respondents. The analyses also confirmed that there is no linear relationship between the size of the logo and the frequency at which it is indicated as a promotional element. Analyses presented in this article focused on the way consumers perceive logotypes of agritourism farms online. However, they pertained solely to Polish farms and Polish respondents. Limitation of this study is the fact that potential customers may react differently to logotypes that incorporate abstract word and/or graphic constructions. This is a rare practice in the case of agritourism farms operating in the Polish market, yet it cannot be excluded. Our study is limited to 10 agritourism farms. Future studies should include a larger sample, which would allow for drawing more precise conclusions. These, in turn, could provide a solid foundation for the practical use of the results by farmers who run agritourism businesses. [ABSTRACT FROM AUTHOR]

Concerns about income inequality and environmental pollution have been important aspects of achieving sustainable development goals. Promotion and use of organic food is one important way to reduce resource consumption and waste. In this study, the structural equation model (SEM) was used to analyze 450 questionnaire data, and the environmental values and perceived consumer effectiveness were used as mediating variables to explore the influence mechanism of income quality on the organic food purchase intention. An extended Value—Attitude—Behavior (VAB) theory was used as the research framework, and the results showed that: (1) income quality had a significant positive effect on environmental values, perceived consumer effectiveness, and organic food purchase intention; (2) perceived consumer effectiveness had a significant positive effect on organic food purchase intention and played a partial mediating role; and (3) environmental values and perceived consumer effectiveness played a chain mediating role between income quality and organic food purchase intention. Plain Language Summary: Organic food pays attention to the coordinated development with the natural environment, which has the characteristics of high quality, pure green and pollution-free. Compared with other foods (such as green foods, conventioanl foods), organic food have the highest sustainable attributes. This study aims to promote organic food consumption in China. Previous scholars have focused on the quantitative aspect of income, but this study introduces income quality into the study of organic food consumption and proves that income quality has good applicability in the study of organic food consumption. This study theoretically improves the explanation and prediction of organic food consumption, and in practice helps governments, certification agencies, agricultural enterprises and other entities to formulate reasonable and effective organic food management and strategic marketing from the perspective of consumers. [ABSTRACT FROM AUTHOR]

This paper aimed to explore customer value-driven factors and evaluated competitive positioning to formulate the sustainable business strategy for theme parks in Taiwan. We employed Borda count to obtained the customer value-driven factors. This paper further developed a hybrid quantified SWOT analysis to identify the competitive positioning for the four major theme parks in Taiwan, The findings in this paper were: (1) There are nine customer value-driven factors attributed into the three dimensions of park characteristics, service characteristics, and exogenous characteristics, which are significant important for theme park sustainable survive; (2) Lihpao Resort is located in the first (SO) quadrant with its internal strengths and external opportunities simultaneously but it has less external opportunities; (3) Formosan Aboriginal Culture Village is located in the third (WT) quadrant with its internal weakness and external threats, which has the worst performance compared with other theme parks in this paper; (4) Leafoo Village Theme Park is located in the first (SO) quadrant with its internal strengths and external opportunities, which has less internal strengths compared with Lihpao Resort; and (5) Janfusun Fancy World is located in the fourth (TS) quadrant with its the external threats and internal strengths. Conclusions and suggestions are also discussed. Plain Language Summary: Label the Competitive positioning for Theme Parks In a time where consumers are increasingly informed, adopting a customer-focused marketing approach is crucial for long-term business success. This means that effective marketing strategies can not only benefit customers but also enhance the competitiveness of the theme park industry. This paper presents a methodology to discover customer value-driven factors and assess the competitive position of theme parks. It highlights areas for improvement in each park, serving as a valuable guide for operators aiming to strengthen their competitive edge. However, it's important to note a limitation of this study, which arises from collecting data during a specific period in Taiwan, namely, the summer vacation. This restricts the generalizability of the findings. To enhance external validity, future studies should consider gathering a more diverse sample from various time periods. Additionally, exploring whether there are cultural differences in customer value-driven factors and competitive positioning through replication of this study presents an intriguing avenue for further research. [ABSTRACT FROM AUTHOR]

In recent years, investing in cryptocurrencies has become a fad worldwide. However, fewer studies have explored the intention of using cryptocurrencies. Different from traditional financial commodities, cryptocurrencies have a unique appeal. Therefore, this study uses technology mindfulness, technology readiness, and financial literacy, and through perceived trust and perceived risk, to understand users' intentions to use cryptocurrencies. The respondents to this study were cryptocurrency owners or those having financial investment experience. A total of 337 valid samples were obtained and analyzed by the partial least square-structural equation model (PLS-SEM) method. The results showed that technology mindfulness and negative technology readiness significantly impacted perceived trust and perceived risk. On the other hand, perceived trust and perceived risk significantly impacted the intention to use. Finally, this study proposes theoretical and practical implications which can help cryptocurrency trading platforms understand the motivations of potential and existing users. Finally, this study can also serve as a reference for cryptocurrency trading service providers to develop marketing strategies. Plain Language Summary: In recent years, investing in cryptocurrencies has become a fad worldwide. However, fewer studies have explored the intention of using cryptocurrencies. Different from traditional financial commodities, cryptocurrencies have a unique appeal. Therefore, this study uses technology mindfulness, technology readiness, and financial literacy, and through perceived trust and perceived risk, to understand users' intentions to use cryptocurrencies. The respondents to this study were cryptocurrency owners or those having financial investment experience. A total of 337 valid samples were obtained and analyzed by the partial least square-structural equation model (PLS-SEM) method. The results showed that technology mindfulness and negative technology readiness significantly impacted perceived trust and perceived risk. On the other hand, perceived trust and perceived risk significantly impacted the intention to use. Finally, this study proposes theoretical and practical implications which can help cryptocurrency trading platforms understand the motivations of potential and existing users. Finally, this study can also serve as a reference for cryptocurrency trading service providers to develop marketing strategies. [ABSTRACT FROM AUTHOR]

The text discusses the evolution of worship-related technology in Christian churches. It highlights the adoption of technology in churches, such as the introduction of microphones and contemporary music, to enhance engagement and emotion in worship services. The text also explores the challenges faced in the adoption of technology, including trust issues and the lack of technical knowledge among church leaders. It mentions the role of periodicals like Church Production Magazine in providing information and resources for church technical staff. The text concludes by discussing the changing landscape of marketing worship-related technology, with the rise of social media influencers and the potential impact of video marketing and artificial intelligence in the future. [Extracted from the article]

This article aims to address the critical topic of developing an international marketing strategy for domestic enterprises during a state of war. The study examines the implications of such conditions for marketing activities and offers insights into how domestic firms can navigate international markets amidst challenges arising from war and geopolitical tensions. This research combines an extensive review of the literature with a systematic methodology for developing international marketing strategies. The methodology involves identifying key factors influencing financial risk, assigning appropriate weighting coefficients, evaluating individual indicators, and calculating a comprehensive indicator. This comprehensive approach enables enterprises to understand their financial standing and make informed decisions to navigate challenges during times of war. The study highlights the significant challenges that domestic enterprises face during a state of war, disrupting economic stability, altering market dynamics, and introducing unprecedented financial risks. Comprehensive calculations of the indicators reveal the different effects of financial risk on international marketing activities, which vary across indicator categories and years. The methodology provides valuable insights into developing optimal international marketing strategies based on the changing dynamics of financial risk. This research fills a gap in the literature by focusing on developing international marketing strategies specifically tailored to the unique circumstances of domestic enterprises during times of conflict. The systematic methodology for calculating comprehensive indicators and deriving strategies adds a novel dimension to the existing research on international marketing strategies. This study offers practical recommendations for domestic enterprises operating in regions affected by a state of war. The identified strategies, such as price leadership, market diversification, collaboration with local partners, retaining customer bases, and enhancing online sales, provide actionable insights for businesses seeking to maintain competitiveness and thrive in international markets. [ABSTRACT FROM AUTHOR]

A marketing strategy has been used by enterprises to achieve the best possible organizational efficacy. In the current research, contingency theory, the theory of resource dependency and experiential learning theory are applied to establish the research model. Marketing strategy has been regarded as one of the determinants of managerial accounting; whereas the adopting of managerial accounting in business can lead to improved organizational efficacy. Therefore, the linkage between marketing strategy and organizational efficacy can be mediated by managerial accounting. The objective of the present research article is to explore the influence of marketing strategy on organizational efficacy, considering the mediating effect of managerial accounting in the research model, which has been previously ignored. The research data were collected from 352 publicly listed enterprises on the main Vietnamese Stock Exchanges, represented by executives involved in marketing and managerial accounting. Vietnam was selected as a study case for research, because it is one of the most rapidly developing countries in Southeast Asia; accordingly, enterprises operating there as a developing economy are supposed to exploy as many sound managerial practices as possible to be able to struggle squarely with the competitors in developed nations. The AMOS analytical technique was applied to test the causal linkages, whereas the mediating procedures were employed to investigate the mediation of managerial accounting in the casual relation from marketing strategy to organizational efficacy. The empirical findings indicate that the elements of product, price, promotion and place of marketing strategy impose statistical influences on organizational efficacy and also on the adoption of managerial accounting in business. Importantly, managerial accounting is found to be a mediator in the relationship between marketing strategy and organizational efficacy. This work has implications for how executives make better decisions about planning marketing strategies in business, which should match the managerial accounting applied in business. Consequently, they could achieve the best possible organizational efficacy. The current research contributes to the existing study of marketing and managerial accounting by supporting a link between marketing strategy and organizational efficacy, which is mediated by managerial accounting in Vietnam. [ABSTRACT FROM AUTHOR]

With the development of digital technologies, digital marketing tools have developed and diversified. The spread of digital marketing and the development of digital marketing tools have caused consumers to start benefiting from the digital versions of the products they have physically purchased. This situation has shown how important the authority of consumers to use digital marketing tools is for businesses. For this reason, it is necessary for businesses to develop new digital marketing strategies at the point of correctly perceiving the skills of consumers to use digital marketing tools and developing these skills. Within the scope of the study, the assumption that consumers' ability to use digital marketing tools will affect their digital product perceptions and testing this makes the study important. The data used within the scope of the research were obtained with digital questionnaires. The obtained data were analyzed with SPSS 25 package program and hypotheses were tested. The questionnaires were answered by 413 participants, but 33 data were not included in the evaluation because they were not suitable. Consumers' ability to use digital marketing tools (creativity, access to information, transaction skill, willingness to socialize, portability) and digital product perceptions (relative advantage, visibility, ease of use, willingness, trialability, accordance) differ in terms of demographic characteristics. In addition, it has been concluded that the ability of consumers to use digital marketing tools has an effect on their perception of digital products. In the research, the effect of consumers' authorization to use digital marketing tools on digital product perceptions will be measured and what needs to be done in terms of developing new digital marketing strategies for businesses will be explained. The aim of this study is to measure the competencies of digital consumers in using marketing tools and to explain what needs to be done in terms of businesses at the point of improving consumers' digital product perceptions. [ABSTRACT FROM AUTHOR]

The demand for housing needs in Indonesian society is still quite large and this is positively welcomed by housing developers to compete in providing the best housing for the community. From the data on available housing units above compared to the housing needs (backlog) by the community, there is still a very large gap. For example, the need for houses in West Java in 2021 is 2,638,153 units, while the available housing units in 2021 are only 11,115 units. In fulfilling the provision of residential houses, small and medium scale property developers need capital both for purchasing land and building units. This is where crowdfunding exists to help developers take advantage of opportunities to provide housing by supporting the availability of developer capital. From the investor side, Securities Crowdfunding is also a new alternative as a choice of investment instruments. The increase in the number of people who are aware of investment currently is also accompanied by an increasing number of investment instruments that are growing in society. Through the SCF scheme, investors and parties who need funding will be brought together through a digital-based platform or application. This is where property developers need capital and the desire of investors to look for investment instruments that are safe and with attractive investment profit sharing can be filled with the presence of SCF.Research method using STP and Marketing Mix (NICE and 4 P) strategies.Result This analysis can help the securities crowdfunding companies in property in Indonesia use their marketing strategy. [ABSTRACT FROM AUTHOR]

Lakuemas is a digital gold platform in Indonesia, where people can buy-sell-tradepawn gold on the platforms. Upon its digitalization era, online investment is growing and massively popular. The problem however is that they are lacking customers and wish to increase the e-commerce sales. To analyze and research this both qualitative research methodology is used in this research to gain information and identify behavior, preferences and alternatives for improvement of actions. The primary data gathered is from interviewing potential customers of Lakuemas who know the brand and secondary through online reviews. For analysis technique, descriptive analysis is performed. Upon the research the main issue problems are identified based on customer experience journey and AARRR framework analysis. Lakuemas should further enhance their marketing strategy to be able to capture customers acquisition and retention. [ABSTRACT FROM AUTHOR]

Background: The Covid-19 outbreak turned into a pandemic in Indonesia in 2020. The patient's intention to visit the hospital due to the pandemic but can be influenced by the hospital's marketing strategy. Brebes Regional General Hospital before the Covid-19 pandemic used conventional marketing and, in an effort, to increase the number of repeat visits to patients in the pandemic era and industry 5.0, namely through the most effective marketing strategy, namely digital marketing. Purpose: The aim is to determine the influence and effectiveness of digital marketing in terms of people, physical evidence, process and promotion on the intention to revisit outpatients at Brebes Regional General Hospital. Methods: Using the Quasi Experimental Pre and postest method in digital groups and conventional groups and the Logistic Regression method. Results: The results showed that there was a difference and there was effectiveness in the digital marketing group on the promotion variable (0.45), process (0.56), physical evidence (0.37) and intention (0.54). There is a difference and effectiveness in the conventional group on the process variable (0.35). There is a simultaneous influence of 4P variables on the intention to revisit by 70.5%. Conclusion: There is a difference and effectiveness in patient re-visits in the outpatient service of the Brebes Regional General Hospital before and after the digital marketing intervention group on the variables of Promotion, Process, Physical Evidence and Visit Intention [ABSTRACT FROM AUTHOR]

This study aims to investigate the impact of path-goal leadership styles (directive, participative, supportive, and achievement-oriented) on the market orientation of Jordanian commercial banks and the role of internal marketing as a mediating variable. A quantitative survey methodology was used to collect data from 630 branch managers of thirteen commercial banks listed on the Amman Stock Exchange in Jordan. Only 196 branch managers fully responded to the questionnaire. The measurement model fit and the significance of the theoretical relationship between variables were determined using structural equation modeling. The results confirmed that supportive, participative, and achievement-oriented styles have a positive impact on internal marketing, while directive styles have a negative impact. Internal marketing has a positive direct impact on market orientation. The impact of path-goal leadership styles on market orientation was indirect through internal marketing, which means that internal marketing fully mediates the relationship between path-goal leadership styles and market orientation. Commercial banks should integrate internal marketing as a strategy into their core operations and systems to meet employees' demands and the bank's goals. This integration shall make employees show their sincere organizational commitment so that they can express the attitude of organizational citizenship behaviors that are beneficial for the banks' operations and survival. [ABSTRACT FROM AUTHOR]

This study aims to analyse two aspects regarding promotion in social media. The first aspect is the degree of increase in the sales of Tucano Coffee Timisoara products through the promotion of contests and giveaways in social media. The second aspect is represented by the influence of the organization of social media events on the increase in sales of Tucano Coffee Timisoara products. The case study is represented by Tucano Coffee Timisoara due to the fact that more and more people choose this coffee shop in exchange for other dates being the activity of continuous posts in social media. The study used a qualitative and quantitative approach with a methodology of content analysis of the Instagram page of the company Tucano Coffee Timisoara monitored over a period of 3 months, incorporating a literature study and a method of collecting documentary data. The emphasis is placed especially on the importance of product promotion on social networks. The results of this study indicate that the sales of the company's products increase in a rapid way if in the marketing strategy there is an increased attention and care on the social media pages that each company owns. It is also necessary that the activity of the social media pages is in accordance with the followers' preferences. [ABSTRACT FROM AUTHOR]

In an age where boundaries have dissolved, and rapid urbanization has left its mark, city marketing has emerged as a vital strategy to attract investments, tourists, visitors, and individuals conducive to urban development. This multidimensional approach, extending beyond the confines of traditional advertising, seeks to promote cities as unique and vibrant destinations, encompassing economic, social, and cultural dimensions, thus underscoring the increasing significance of effective city marketing strategies. Due to its pivotal role in the competitive and sustainable development of cities, the subject of city marketing and branding has garnered mounting interest from governments and the academic community. City branding, encompassing the promotion and communication of a city's image and identity, has become a focal point for city managers worldwide as they endeavor to manage city brands effectively. The wide-ranging economic and social impacts of city marketing strategies have driven academic researchers to intensify their focus on the interaction between urban development, city branding, and perception management. This study aims to evaluate the status of cities in Turkey concerning city branding and marketing through postgraduate studies while also providing insights into the evolution of scientific studies related to city marketing and branding over time, using bibliometric analysis. This approach aims to identify key trends, concepts, and keywords, with an emphasis on themes such as city identity, place branding, stakeholder engagement, digital marketing, sustainability, economic development, tourism promotion, and innovation/creativity. The findings reveal significant interest in these topics within Turkey, particularly in Istanbul, based on the analysis of Turkish postgraduate theses. This study underscores the growing global interest in city marketing and branding, providing a foundation for future research, including investigations into city branding during crisis periods, the integration of social responsibility and sustainability into branding strategies, and the impact of technology on city branding. [ABSTRACT FROM AUTHOR]

Exports is crucial in driving economic growth and development for all countries worldwide. The export sector is critical for Turkey's economic growth and for boosting the country's standing in international trade. Exports is an essential source of Turkey's national income. It increases employment and contributes to economic growth. Exports is utilized as a strategic instrument to attain foreign trade balance, encourage knowledge transfer, gain access to new markets, and boost competitiveness. In recent years, Turkey, as an essential player in global commerce, has used various tactics to enhance its export activity. Turkey's export marketing strategy focuses on expanding export volume, diversifying exports, and maintaining competitiveness in foreign markets. The effectiveness of export marketing directly affects export performance. Turkey's export performance has shown a significant improvement. 2023 is essential as the 100th anniversary of the Republic of Turkey and the beginning of the second century. The study would outline Turkey's export history, underline the importance of export marketing, and examine how Turkey's export marketing techniques have evolved. It would also investigate Turkey's role in global commerce. [ABSTRACT FROM AUTHOR]

This research focuses on the application of Content Marketing as a strategy to improve the market share of 'Grupo Constructor Valexa S.A. de C.V.' in Pachuca de Soto, Hidalgo. The objective is to evaluate the effect of implementing a content marketing strategy, aiming to increase the market share in the construction industry by at least 30%. The research methodology is mixed, encompassing quantitative, basic, applied, and technological approaches. It is descriptive, explanatory, fieldbased, and non-experimental in nature. For data collection, a questionnaire was administered to the entire population of 379 individuals. The survey consisted of a 44-item questionnaire designed to study the variables. Finally, the results obtained following the implementation of the devised content marketing strategies are presented. [ABSTRACT FROM AUTHOR]

The research was conducted with the aim of improving the revenue of 'Rutas Turísticos El Chico,' a company that experienced a decline in sales due to a reduced customer base, a consequence of the COVID-19 pandemic. This decline was exacerbated by insufficient advertising efforts, outdated content, and limited interaction with the public on social networks, which have become today's most effective means of attracting and retaining customers. The study is grounded in Digital Marketing methodology and its five techniques: customer loyalty, interactivity, personalization, tone, and communicative coherence. This descriptive, explanatory, and field study utilized a questionnaire-based data collection instrument applied to a stratified sample of 384 individuals. The results indicate an overall increase and diversification of revenue, enhanced interaction on social networks, and improved positioning in regional tourism services. [ABSTRACT FROM AUTHOR]

Objective: The article explores the marketing strategies adopted by companies of different nationalities in their business processes, using the innovations established by the Oslo Manual (4th edition). These strategies are analyzed through a bibliographical review of the scientific literature, with the objective of understanding how they are used as a strategic approach to act in the market. Methodology: An integrative systematic review was carried out in the scientific literature on the subject to raise the state of the art that is found. The descriptors were defined and with them, initially, 432 articles were identified in the SciELO and Google Scholar databases that were evaluated and selected for discussions and reflections on what is happening in 15 countries around the world. Relevance and originality: The article explores innovations in marketing from the global context and discusses strategic business approaches, presenting the existing gaps, when it is intended to apply innovation methodologies aimed at the market. Main results: The results allowed us to identify that the innovations in marketing used by companies and institutions, mainly comprise improving characteristics of the four marketing pillars (product, price, place and promotion) and improving organizational performance through investigations the experiences of internal and external customers, aiming at the diversification of services and products in the market as a way of attracting the target audience and guaranteeing a competitive advantage. Management contributions: The article shows how marketing strategies are being incorporated into companies, when the objective is to innovate in different markets. Since innovation is the essential factor for organizations to stand out and find a competitive differential from the marketing area, it contributes to the presentation of the different approaches used within different scenarios. [ABSTRACT FROM AUTHOR]

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]

Goals: During the annual conference of the German College of General Practitioners and Family Physicians in September 2022, a workshop was offered about marketing of train-the-trainer seminars (TtT seminars) for general practice educators. The workshop focused on applying successful marketing strategies of successful entertainment companies--the so-called 4Pmodel ofmarketing--to TtT seminars of the competence centers for general practice training. Methods: In a World Café format, ideas and best-practice examples formarketing were collected, using the 4Pmodel of marketing. Staff from six competence centers led the workshop, which had seven participants. The authors systematized the results and the assignment to the 4P categories in a consensus-based method. Results: We collected examples for all four categories of the model: product, place, price, and promotion. Participants felt that central results of the exchange were the following: defining the core brand value of TtT seminars, communicating the brand promise, and implementing marketing strategies to increase attractiveness of the seminars. Conclusion: Applying concepts fromoutsidemedicine to themarketing of TtT seminars may provide competence centers with a promising change of perspective. [ABSTRACT FROM AUTHOR]

In recent years, consumers are increasingly attracted to nutraceuticals, an important part of food considered propitious for human health. Therefore, consumers are willingly switching to nutraceuticals and are ready to pay the premium price. This review aims to identify various factors that govern consumer purchasing of nutraceutical products. The outcomes presented in the review provide a closer understanding of consumer attitudes toward buying behavior and their impact on the growth of the global nutraceutical market. The nutraceutical market has been identified depending on the type of nutraceuticals, forms, and regions governing the nutraceutical market. Factors such as health consciousness, knowledge about a product, product availability, price, marketing strategies, and social factors influence consumers' actual buying behavior toward nutraceutical products. A mini survey in Mumbai city of India was conducted to add practical data to the review, and factors affecting consumers' willingness to buy nutraceutical products were identified. It was observed that the decision‐making toward buying nutraceutical products was affected by gender, age, education level, and acculturation. It was also identified that the legislation governing nutraceuticals needs to be harmonized throughout many parts of the world, which restricts the growth of this sector to some extent. The findings elucidate that nutraceutical industries should overcome the regulatory barriers and focus on developing innovative products, which will keep current consumers intact and help increase the consumer base and thus expand the nutraceutical market globally. [ABSTRACT FROM AUTHOR]

We develop a model of spinout creation and survival to explain how the initial product market strategies of spinouts may differ with respect to their parent's and how this difference affects their success. We test the model using detailed information on all the entrants in three markets in the Local Area Networking (LAN) industry during the 1990s. Our findings are consistent with the implications of the theoretical model. Concerning spinout generation, the parent firm's technological know-how plays an important role for differentiation. In particular, we find that spinouts tend to imitate 'average' parents and 'keep away from the extremes' (i.e., parents whose know-how is 'too close' or 'too distant' with respect to the technological frontier). Concerning spinout survival, we find that more technologically advanced spinouts survive longer and that there is no direct effect of a parent's know-how on spinout's survival. Finally, too much differentiation with respect to the parent firm can be detrimental for spinout success. [ABSTRACT FROM AUTHOR]

Microgrids (MG) can be considered as a reduced power system network wherein the generation, transmission, and distribution of power take place within a limited geographical area. They are employed to utilize the maximum penetration of renewable energy sources (RES). Microgrid also has advantages such as reduction of transmission losses and costs pertaining to such losses. In this research, economic dispatch, emission dispatch, combined economic emission dispatch (CEED) based on fractional programming (FP), and environment-constrained economic dispatch (ECED) were assessed. An MG system for three distinct scenarios is studied. A novel, robust, and powerful swarm-intelligence hybrid algorithm, created by amalgamating the features of the conventional gray-wolf optimizer (GWO), sine-cosine algorithm (SCA), and crow search algorithm (CSA), is implemented as the optimization tool for the study. A significant reduction in generation costs of about 4.50-9.75% was achieved throughout the study when the time-of-usage (TOU) electricity market pricing strategy was used instead of the fixed pricing strategy. Furthermore, the paper also dealt with the Demand Side Management (DSM) to facilitate the generation cost by managing the controllable load demand. The generation cost decreased by a notable amount when ECED was evaluated with a 15% and 20% DSM-based revised load curve for the MG system. [ABSTRACT FROM AUTHOR]

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]

Yum! Brands, Inc. has always been committed to capturing the Chinese market and has successfully adopted brand marketing strategies. With the rapid development of the Chinese market economy, Yum! Brands, Inc. has gained tremendous opportunities in one of the most important markets in the world. However, the fierce competition in the context of consumer upgrading also brings challenges. In the current market environment, consumers demand more in terms of products, dining environment, services, and experiences, while demonstrating personalized and diversified needs. As a result, Yum! Brands, Inc. is faced with the essential task of adapting to market development and meeting the changing needs of consumers to maintain a competitive advantage. This study investigates the marketing strategy of Yum! Brands, Inc. in the Chinese market by using PEST and SWOT analyses through the literature research method. The study aims to promote Yum! Restaurant Group's market influence and stable development, as well as to provide a reference for similar foreign restaurant companies' local marketing strategies in China. [ABSTRACT FROM AUTHOR]

The improvement of internet creates many e-commerce in Indonesia. E-commerce became a receptacle for millennial generation who want to buy goods and services online. In Indonesia, Shopee is e-commerce that has become market leader. Shopee is using Islamic marketing mix to maintain its position in Indonesian market. The purpose from this research is to analyze the influence of Islamic marketing mix (product, price, place, promotion, process, people and physical evidence) on customer loyalty towards customer satisfaction. This research is quantitative research. The sampling technique used is random sampling and convenience sampling. Skala Likert will be used for measuring the data collected. There are 159 samples from millennial Muslim in Jember for this research. The data that has been collected will be analyzed using path analysis. The result indicated that product, place, promotion and people have significant effect on customer satisfaction while price, process and physical evidence are not significant. Product, promotion and physical evidence also have significant effect on customer loyalty while price, place, process and people are not. Customer satisfaction also has no significant effect on customer loyalty. The result also shows that costumer cannot mediate product, price, place, promotion, process, people and physical evidence towards customer loyalty. [ABSTRACT FROM AUTHOR]

Home sharing is a business mee-ng that is held in a simple place such as a home or stockist to explain business opportuni-es to others and convey informa-on so that it is effec-ve and provides many benefits in carrying out its ac-vi-es by using Islamic Marke-ng Mix to be able to reach the target market in a Mul- Level Marke-ng company Natural Nusantara which sells beauty, health, agriculture, animal husbandry and fishery products. The formula-on of the problems in this research are 1) What is the strategy of Islamic Marke-ng Mix Home Sharing on Mul- Level Marke-ng Natural Nusantara 2) What are the implica-ons of the Islamic Marke-ng Mix Home Sharing strategy on sales turnover of Mul- Level Marke-ng Natural Nusantara. The approach in this study is a descrip-ve qualita-ve method and is a field research by observing, interac-ng and direct observa-on based on the phenomena that occur to the research subjects. This research can be concluded 1) Home Sharing Natural Nusantara has benefits in carrying out its ac-vi-es in accordance with the sharia marke-ng mix in Islamic marke-ng which includes product, price, place, promo-on, people, process, physical evidence, promise, pa-ence, and customer centrism. 2) The implica-ons of the Islamic Marke-ng Mix strategy on sales turnover have a direct impact namely sales increase aaer Home Sharing ac-vi-es are carried out. [ABSTRACT FROM AUTHOR]

Combined with the current situation of marketing of Chinzhou big cherries in Tianshui, we find out the problems in the development of network marketing of Chinzhou big cherries and put forward corresponding countermeasures and suggestions to improve its marketing level and solve the problem of imbalance between supply and demand of Qinzhou big cherries. [ABSTRACT FROM AUTHOR]

The extant literature has demonstrated the significant effect of food names on consumer behavior. However, few studies focused on food names with auspicious meanings. Thus, this study proposes an attribute-value-satisfaction-intention (AVSI) model to enhance our understanding of the effect of food names on consumer behavior. Data were collected from 483 Chinese consumers who had recently purchased auspiciously named food products. The results indicate that both the meaning and the linguistic characteristics of food name attributes had a positive influence on consumer values. Consumer values also significantly affected repurchase intention directly and indirectly through satisfaction. Furthermore, individuals' superstitious beliefs served as a partial moderator. This study's results provide important insights for developing effective marketing strategies to increase consumer loyalty. [ABSTRACT FROM AUTHOR]