The developement of a "general theory" of relationship marketing must be considered as distant vision rather than as imminent reality.We now use the existing stock of knowledge to identify some largely unexplored,yet relevant, aspects of relationship marketing and call for these issues to be addressed in research. Relationship Marketing will be evolve in the next few years to be more responsive to customer needs. The ideas of Relationship Marketing have to discuss in companies and universities, especially in international orientated organizations.
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Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The conceptualisation proposes brand owners a methodology to choose the right influencers for their brands and guides influencers to perform optimally with their fan base. Lastly, a consumer perspective is taken to the discussion to emphasize the relevance of influencer marketing in the consumer purchase decision-making process.
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This paper explores the delicate interface between management accounting and marketing management. Based on the scope of their mutual relationship, a distinction is made between two types of interfaces: informing and integrating. Whereas the traditional management accounting domains, such as budgetary control, are characterized by an informing interface, some recently developed management accounting techniques, such as the Balanced Scorecard, target costing and customer profitability analysis, require an integrating interface. Therefore, although during the last three decades clear progress has been made in strengthening the interface between management accounting and marketing management, there is still much room for further improvement. By its inclusion nowadays of marketing and operational management issues, management accounting has broadened its focus beyond the traditional financial domain. However, the adoption of ideas and concepts from other disciplines may not be enough to internalize a truly multi-disciplinary approach to business problems. A challenging interface between management accounting and marketing management is, for example, measuring the value of brands in monetary terms.
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Het Hanze Innovation Traineeship Pilot project is geïnitieerd op de Hanzehogeschool Groningen door drie onderzoeksgroepen (lectoraten) die zijn ingebed in het Marian van Os Centre of Expertise Ondernemen (CoEO). De trainees worden gecoacht in een Community of Learners en begeleid door een diverse groep van onderzoekers van de volgende onderzoeksgroepen van de Hanzehogeschool Groningen: (1) International Business, (2) Marketing/Marktgericht Ondernemen en (3) User-Centered Design. Het doel van het programma is om regionale MKBs in Noord-Nederland te ondersteunen om duurzaam te innoveren met de hulp en ondersteuning van trainees en onderzoekers van de drie onderzoeksgroepen. De trainees worden begeleid bij het ontwikkelen en implementeren van een door onderzoek ondersteunde innovatie tijdens een afstudeerproject en een 12-maanden durende traineeship bij het bedrijf. Bij de start van het programma ondergaan de MKBs een innovatie-gezondheids-check die wordt herhaald nadat de traineeship is afgerond. Over het algemeen zouden de bedrijven hun bedrijfsprestaties en innovatiecapaciteit moeten kunnen verbeteren door middel van het programma. Verder zal de onderzoekssamenwerking tussen de onderzoeksgroepen van de Hanzehogeschool en de MKBs leiden tot een beter inzicht in innovatiebarrières en succesfactoren. De opgedane kennis over regionale MKB-innovatie zal in alle sectoren en industrieën worden geprojecteerd. De uiteindelijke projectresultaten zullen dienen voor het besluitvormingsproces van toekomstige innovatie traineeship programma's
The aim of the innovation traineeship program is to support regional SMEs in the North of the Netherlands to sustainably innovate with the help and support of trainees and researchers of the Hanzehogeschool. The trainees will be guided to develop and implement a research-informed innovation during an internship and a year-long traineeship at the company. The innovation traineeship program is initiated at the Hanze UAS by three research groups (lectoraten) who are embedded in the Marian van Os Center of Expertise Ondernemen (CoEO). The trainees will be coached in a Community of Learners and guided by a diverse group of researchers from the following Hanze UAS research groups: • International Business • Marketing (Marklinq) • Digitalisation (comprised of the research groups User-Centered Design & New Business & ICT) Key-objectives of the project: 1. Measure SME innovation capacity throughout the project period by applying the Innovation Health Check from Enterprise Europe Network ; 2. Identify suitable topics for the participating SME to collaborate on with the research groups; 3. Develop and implement selected innovation(s) with the trainee and accompanying researchers; 4. Understand innovation barriers and provide tools to overcome them; 5. Train trainees in innovation development and applied research; 6. Create an innovation network of regional SMEs; 7. Develop long-term relationships with regional SMEs; 8. Enhance awareness of regional innovations, best-practices, opportunities and barriers, through the dissemination of case studies and workshops; 9. Generalise knowledge for overarching themes, sectors, and industries; 10. Provide input for the development of sustainable Innovation traineeships for the whole of the Netherlands. The project plan explains more in the detail the context, the need articulation, network creation, monitoring and management of the project.
This research is dedicated to the study of marketing opportunities and consumer behavior, as well as the impact of technology on marketing relationships (eg, interorganizational, company-consumer). It is also in its interest to explore the form and nature of the entrepreneurial phenomenon beyond the contexts in which it can occur. A sub-area of specialization that has been deserving special interest is that of entrepreneurial skills. Another area of commitment is related to information systems and information technology with decision support in organizations.Partners: CAPES Conselho Nacional de Desenvolvimento Científico e Tecnológico (Brazil), Federal University of Pernambuco (Brazil)
