This book, originally published in Dutch, provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy (Routledge)
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In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.
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Dutch National Sports Organizations (NSFs) is currently experiencing financial pressures. Two indications for this are described in this paper i.e. increased competition in the sports sector and changes in subsidy division. Decreasing incomes from subsidies can be compensated with either increasing incomes from a commercial domain or increasing incomes from member contributions. This latter solution is gaining interest as a solution for the uncertainties. Many NSFs have therefore participated in a special marketing program in order to enlarge their marketing awareness and create a marketing strategy, in order to (re)win market share on the sports participation market and gain a more stable financial situation. This paper introduces my research related to the introduction of marketing techniques within NSFs and the change-over to become market oriented. An overview of existing literature about creating marketing strategies, their implementation, and market orientation is given. This outline makes obvious that the existing literature is not sufficient for studying the implementation of marketing techniques and market orientation within NSFs. Therefore, it shows the scientific relevance of my research. The paper concludes with the chosen research methodology.
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The book covers all aspects of marketing in 12 steps to write a marketingplan. In this second edition sustainability is added as a 'normal' part of marketing throughout the whole process. Also digitalization is integrated.
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Today, Dutch National Non-profit Sports Organizations (NNSFs) experience financial pressures. Two indications for this are described in this paper i.e. increased competition in the sports sector and changes in subsidy division. Decreasing incomes from subsidies can be compensated with either increasing incomes from a commercial domain or increasing incomes from member contributions. This last solution has been the motive for the increasing interest in the use of marketing techniques as a solution for the growing uncertainties. Many NNSFs have participated in a special marketing program in order to enlarge their marketing awareness and create a marketing strategy. This paper deals with possible impediments resulting from the implementation of the marketing strategies. It is primarily based on a literature review, however, the first results from a qualitative research to the increasing use of marketing techniques among NNSFs provides insights in the experienced impediments of NNSFs .
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Balancing processes of external contingency and internal P-O fit is amongst the challenges facing innovative HE institutions today. This multi-level case study presents findings from a research & development program targeted to investigate and improve organisational-, leadership- and employees’ capacities to design, select and develop the human capital necessary to meet the strategic demands. The R&D project is framed as a collective organisational learning strategy with continuous alternation of research, design, pilots and implementation activities. Work in progress till 2020. At present 25 strategic personnel plans are developed for degree programs and other organizational units, each of which is tailored to the strategic horizon and market of that specific organisational entity. Furthermore, instrumentation to run a strategic personnel planning process for knowledge institutions is developed transferable to other institutions. Finally, input is provided for the development of strategic HRM for career development & mobility, professionalisation, team development and resourcing strategy. https://www.hec2019.nl/108493/wiki/449361/programme-abstracts
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In dit rapport is verslag gedaan van explorerend onderzoek naar de geldigheid van de opleidingscompetenties van Commercieel Management, bij een overgang van lineair naar circulair economisch model. Daarbij is vooral gezocht naar de eventuele gevolgen op het gebied van de marketingfunctie (marketing, marketingonderzoek en marketingcommunicatie) binnen bedrijven in een circulair economisch systeem.
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From the article: "After 1993, the concept of strategic alignment is evaluated from the connection between IT and business to much broader definitions in which the connection between all business functions, horizontally and vertically, and later also with projects and stakeholders is mentioned. To achieve stategic alignment there must be a coordination between the strategy of organizations and those who contribute to the implementation of the strategy and the actual performance of an organization. This process is called Human Oriented Performance Management (HOPM). The HOPM model consists of four dimensions: strategy translation, information and visualization, dialogue and action orientation, and continues improvement and organizational learning. To measure the effect of strategic alignment a range of financial performance indicators are used. Based on a literature review this paper explores which financial performance indicators could be used to measure the effect of HOPM. The literature was selected over a period from 1996 – 2015. The research is not only focused on the top of the strategy map, but also on the cause-effect relationships in the strategy map. The underlying performance indicators in the strategy map can show on which figures the dialogue in the HOPM model about strategy implementation must be based. This dialogue is the input to action in which strategic alignment comes about. The goal of the research is to optimize this dialogue by looking for performance indicators that can show the effect of HOPM" The article is used for the course: 'corporate policy' minor MSMM (Masterclass Strategic Marketing Management).
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Presented at the 14th 14th European Conference on Management, Leadership and Governance ECMLG 2018: From the article: "Abstract: Scientific literature and practices emphasize that organizations have to align their business strategies with their IT strategy. Strategic alignment of business with IT in organizations is not only a prerequisite for organizations to be successful or competitive but also positively influences IT effectiveness and leads to greater profitability. At the same time organizations have been struggling for a long time with the concept of strategic alignment. In this paper an enhanced concept of strategic alignment is given in such a way that organizations can practically use to align their business and IT. Based on scientific research in this study the existing concept of strategic alignment model, i.e. the relationship between business and IT, was enhanced by placing the discipline of information management between business and IT and thus making information management responsible for the alignment or linking of business with IT. This conceptually enhanced concept of strategic alignment was practically enhanced even further with the use of the Business information Service Library (BiSL) framework. This framework links business with IT on the strategically, managing and operational level of an organization. The BiSL process framework thus provides an description of the information management processes on the different levels of an organization that have to be implemented and carried out to achieve strategic alignment within an organization. With the support of three experts in the field of information management and BiSL, an enhanced Strategic Alignment Model was constructed. To validate this model 25 semi-structured interviews were conducted in eleven organizations. The results of these interviews show not only a strong and solid support for adding information management to the existing concept of strategic alignment but also indicate a strong and solid support for the use of the BiSL framework for implementing information management. These findings support the notion that the BiSL enhanced Strategic Alignment Model not only provides a conceptually enhanced strategic alignment model but also provides organizations with a concept of strategic alignment that organization can practically use to align their business with IT."
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De afdeling Inholland Communicatie beheert een aantal social media platformen waarmee op corporate niveau wordt gecommuniceerd. Verder zijn veel 'eigen' - vaak onderwijs gerelateerde - platformen ontstaan en actief. Samen met het lectoraat Digital World is een project gestart om te onderzoeken of het mogelijk is een collectief gedeeld communitygevoel uit te dragen en online op te bouwen. Welke keuzes maak je, hoe communiceer je, wat stel je voorop: marketing of onderwijs?
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