This paper is based on all text received since the conference was announced late in 2009. Prospective participants were informed that no individual papers were expected but that the conference would be structured around one document, baptized ‘Lead-paper’, that would go through several rounds of amendments, additions, criticisms and alterations in the months ahead, aiming at a discussion document that would already represent views of participants and would allow us to begin our conference with a common knowledge based on our exchange of data, views, and questions, making the conference the more fruitful. This proposition led to a 1st version of the Lead-paper (5 pages, 2000 words) December 30, 2009, going through a 2nd edition (31 January 2010, 12 pages, 5152 words), a 3rd edition (1 March, 50 pages, 17.850 words) and a 4th edition (70 pages plus 14 pages attachments, 29.777 words), e-mailed on March 26, 2010, to all participants and distributed in Deventer at the opening session on 8 April 2010 in print. This 4th edition ‘Lead-paper’ was used as the substantial agenda for the conference on 8-9 April 2010 in Deventer. This is the 5th edition which incorporates substantial thoughts, criticism, questions, and remarks contributed in writing, by the participants and from other sources.
MULTIFILE
World globalisation drives companies to undertake international expansion with the aim of retaining or growing their businesses. When companies globalize, managers encounter new challenges in making international marketing strategy (IMS) decisions, which are influenced by perceived cultural and business distance between their home- and foreign country. Telkom Indonesia International (Telin) was formed by Telkom Indonesia (i.e. the state-owned company in the telecommunication industry in Indonesia) to engage in international business within a global market. The central question in this study is to what extent do managers’ perceived cultural and business distance between home- and foreign country influence their IMS decisions? A mixed research strategy will be employed by applying qualitative and quantitative methods concurrently. The data collection will involve interviews with CEOs and managers, alongside a web survey to 55 managers of Telkom's. Results suggest important consequences for IMS decisions and emphasizes the need for dialogue on perceptions of cultural and business characteristics of countries.
Co-creation as a concept and process has been prominent in both marketing and design research over the past ten years. Referring respectively to the active collaboration of firms with their stakeholders in value creation, or to the participation of design users in the design research process, there has arguably been little common discourse between these academic disciplines. This article seeks to redress this deficiency by connecting marketing and design research together—and particularly the concepts of co-creation and co-design—to advance theory and broaden the scope of applied research into the topic. It does this by elaborating the notion of the pop-up store as temporary place of consumer/user engagement, to build common ground for theory and experimentation in terms of allowing marketers insight into what is meaningful to consumers and in terms of facilitating co-design. The article describes two case studies, which outline how this can occur and concludes by proposing principles and an agenda for future marketing/design pop-up research. This is the peer reviewed version of the following article: Overdiek A. & Warnaby G. (2020), "Co-creation and co-design in pop-up stores: the intersection of marketing and design research?", Creativity & Innovation Management, Vol. 29, Issue S1, pp. 63-74, which has been published in final form at https://doi.org/10.1111/caim.12373. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. LinkedIn: https://nl.linkedin.com/in/overdiek12345
MULTIFILE
The latest IPCC Report (2022) provided by the UN shows us that, to guarantee a safe future for upcoming generations, we must change how we lead our lives on several levels. However, the increasing urgency to act and behave in a way that is not damaging the climate is bringing many psychological concerns to young generations. Worldwide reports are demonstrating how the issue of eco-anxiety is increasing daily, and how young people are feeling more hopeless than ever. Climate change has become a climate crisis, and individuals are experiencing pressure and fear incessantly (Marks et al., 2021). We, as Climate Streamers, have often found ourselves in this situation as well, but rather than freezing, we decided to take this challenge and think of solutions. Therefore, with the support of Breda University of Applied Sciences, the Performatory community, the BUas Startup Support Team, and outside mentors, we created Climate Streamers Foundation: a new youth-led non-profit organisation and a movement working towards a more inclusive and less polarised climate action. By working with leisure elements and a positive and appreciative approach, we want to give back hope, voice and power to the youth and inspire each other genuinely and sustainably. The purpose of this application is to allow us to elaborate a feasibility study concerning our MVP (minimum viable product), the card game, and boost the overall concept. We intend to implement the researched data to improve the design and sales management. The card game aims to stimulate appreciative conversations by giving space to players to express their opinions and personal stories and it is designed so everyone can play it, regardless of background and knowledge. After giving 200 games in production, we launched the card game in July 2022.
Digitale marketing in e-commerce heeft zich sterk ontwikkeld. Consumenten hebben brede toegang via hun eigen, persoonlijke apparaten en door de snelle ontwikkeling van machine-learning-technologieën kan gerichte communicatie geautomatiseerd worden. Toch staat het huidige e-commerce bedrijfsmodel ter discussie, vooral door de impact op het milieu. Het retourzenden van producten is volledig gebruikelijk geworden onder consumenten. Dit soepele retourbeleid roept milieuzorgen op, omdat het de ecologische voetafdruk vergroot en financiële lasten met zich meebrengt voor bedrijven, namelijk de kosten voor het afhandelen van retouren wordt geschat op €12,50 tot €19,50 per retour. Om bij te dragen aan de oplossing van het retourprobleem, richt dit project zich op het onderzoeken van hoe gepersonaliseerde digitale marketinginterventies het consumentengedrag kunnen veranderen en productretouren kunnen verminderen. Dit gebeurt aan de hand van een casestudy in samenwerking met MKB-partner BBB Cycling en zal gebaseerd zijn op diepgaande inzichten in de specifieke doelgroep van consumenten die vatbaarder zijn voor het retourneren van producten. Anders dan andere onderzochte oplossingen, zoals het herzien van het retourbeleid, het implementeren van pastools en het stimuleren van consumenten via prijsvergelijkingen en pop-upberichten over de milieueffecten, neemt dit project een unieke invalshoek door specifiek te focussen op de psychologische kenmerken van consumenten en de psychologische triggers achter hun retourbeslissingen. Het project omvat vier werkpakketten: 1) Inzichten verkrijgen over consumenten die geneigd zijn producten te retourneren; 2) Gepersonaliseerde digitale marketinginterventies co-creëren om het retourpercentage te verlagen; 3) De gepersonaliseerde digitale marketinginterventies testen in een real-life online omgeving; 4) De kennis verspreiden naar e-commercebedrijven, consumenten en onderwijs voor een bredere maatschappelijke impact. Dit wordt uitgevoerd door alle partners: Thuiswinkel.org via zijn e-commerce bedrijfsnetwerk, Consumentenbond via zijn communicatie met consumenten, en het Lectoraat Purposeful Marketing van De Haagse Hogeschool, via zijn samenwerkingsactiviteiten in het onderwijs.
Former military fortifications are often repurposed for tourism and recreation. While some of over 100 Dutch forts are recognized as UNESCO World Heritage sites, a substantial number are currently underdeveloped, putting their cultural and natural heritage at risk. Developing these forts in a conscious and collaborative way promises to not only preserve their heritage value, but also facilitate enjoyable and healthy experiences for visitors. Moreover, under-developed forts provide an opportunity to solve another pressing challenge, namely overtourism. Visitor pressure at tourist attractions has led the Netherlands Board of Tourism and Conventions to call for spreading visitors to lesser-known areas. Less-developed forts are among the most promising of these. Development initiatives depend on a transition from isolation to cooperation across sites. However, for cooperation to be effective, agencies managing these forts have indicated an urgent need for data on visitor characteristics and experiences. The purpose of the present project is to measure and analyze visitor demographics, motivations, and experiences at less-developed forts, and to develop a toolkit to inspire, support, and monitor development of these forts for natural and cultural heritage preservation and improved visitor experience. This proposal builds on the previous project, “Experiencing Nature” which utilized Breda Experience Lab technologies to measure visitor experiences at Fort de Roovere. We now aim to broaden this proven approach to a broader variety of forts, and to translate visitor data into actionable advice. The consortium includes a changemaking network of the Alliantie Zuiderwaterlinie (NL), Regionale Landschappen (VL), and Agentschap Natuur en Bos (VL). This Dutch-Flemish network aims to connect formerly isolated forts to one another, and represents a broad diversity of fortified sites, each with unique challenges. The project will thus facilitate interregional collaboration, especially toward coming Interreg EU proposals, and inform interregional marketing campaigns and planning for management and conservation.
