...@korea.ac.kr © Emerald Group Publishing Limited 2016 Marketing strategy Competitive reaction volatility Time series models Competitive reaction Managerial decisions face uncertainty under most of circumstances. Decisions should be made considering a certain degree of changes in economic...

... be contacted at: chinmay.pattnaik@sydney.edu.au © Emerald Group Publishing Limited 2016 Marketing strategy Multinational companies Market segmentation International business Emerging markets Foreign investment H1b. The adoption of MNE marketing practices by a domestic firm has...

... Taiwan Marketing strategy Social interaction In order to successfully implement service internationalisation a detailed knowledge of the target foreign culture is required (e.g. beliefs, values, lifestyles, symbols, psycholinguistics, and attitudes). This information may be used to manage...

... and future prospects for healthy growth was not promising. Marketing strategy Promotions Customer lifetime value Return on marketing investment Catering industry South Korea One of the biggest frustrations facing marketers and CEO's of companies is the inability to quantify...

.... © Emerald Group Publishing Limited 2012 Glocalization Globalization Localization International channels of distribution Distribution channels and markets Marketing strategy Glocal marketing strives to optimize the balance and harmony of the focal firm's marketing activities...

... and provides the foundation for strategies to better satisfy customers using Web 2.0 tools like social media. © Emerald Group Publishing Limited 2012 Customer engagement Buyer‐seller relationships Social media Web 2.0 Relational exchange Emotional bonds Customer orientation Marketing strategy...

... brewers such as Heineken, may find this study's findings useful as they consider working out ways to leverage the impact of COO for their global marketing strategies and/or campaigns. Social implications There might after all be some virtue on importation bans as Guinness from Oba Akran Avenue seems...

... Marketing strategy Drucker (1999) claims that a serious cost disadvantage may destroy a business and that business success is based on the creation of value and wealth. The common definition of value relies on the price‐quality ratio of a product or the difference between perceived benefits...

... Decision making Business travel Public revenue China Marketing strategy Macao is one of two Special Administrative Regions (SAR) of the People's Republic of China. Strategically located at the easternmost boundary of Asia, it lies on the western coast of the Pearl River about 60 km west of Hong...

... and leadership styles, and refined by reference to two case examples. Findings There is scope, limited at present but promising in the longer term, for moving marketing strategy onwards from the relational and transactional models to one in which the focus is on exchange of values beyond self‐interest...

... © Emerald Group Publishing Limited 2009 Sports Marketing strategy Sponsorship Cricket South Africa This study addresses the need to deepen the understanding of sports marketing in an emerging market context. The in‐depth case study of Standard Bank Pro20 Cricket explores...

...) . Globalization Marketing strategy Functional management Diversification Each function in the value chain has a different role in the process of a firm's global expansion and, consequently, the level of analysis in the study of global expansion of a firm should be the functional level, not the firm...

... strategies did little to enhance sales, Geiz‐ist‐Geil was found to be very helpful in sustaining sales levels when consumer spending levels were plummeting. Practical implications Theoretical literature on marketing strategy is silent on the use of non‐conventional marketing strategy. Geiz...

... to be accelerating. We can’t imagine it continuing, so some global transformation must occur (Hanson, 2000, p. 433). Internet marketing Management history Marketing strategy Electronic commerce To summarise this brief analysis of historical examples, it can be argued we tend to assume...

...’ needs lead the evolutionary path of competences and define the final product. © MCB UP Limited 2003 New products Marketing strategy Biotechnology Over the past decade, the increased competition of the environment, the augmented complexity of the products that have to be realized...

... sources of relational rents. Global marketing Time management Trust Marketing planning Marketing strategy Research on alliance evolution suggests that alliances should be developed in a gradual way, adjusting the assumption of risks with the accumulation of trust, positive results...

... their marketing strategy to that of differentiation. Yet another example is found in the television industry (Arain and Grant, 1998). Now extremely profitable and Europe’s biggest broadcaster in terms of market capitalisation, BSkyB was created in the established UK satellite market from the merger of the two...

... the potential strengths and weaknesses of having intelligence form an independent “freestanding” discipline. While military analogies can be seductive, organizations should continue to embrace the marketing concept which centers on cooperation and service, not conflict. Competitive advantage Marketing...

... exists in what they do, however, the literature grows notably silent. We explore this complex question about the whys in the context of marketing strategy implementation in smaller industrial organizations. Using a symbolic interactionist perspective to analyze interview transcripts, we trace...

...A.H. Walle Notes that the New Testament provides a classic case of international marketing strategies in conflict, as well as clues to modern international management. Looks at the development of the organization left behind by Jesus Christ in terms of characters such as Peter and Saul...