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.
LINK
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.
DOCUMENT
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.
DOCUMENT
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.
DOCUMENT
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 .
DOCUMENT
Smart home technologies are a large potential market for the construction and building services industry. This chapter discusses the topics consultants, installers, and suppliers of home automation systems encounter when working in the field. Improved communication skills and more flexible approaches to the design and installing of building services leads to many new opportunities for new products and services. There are a large number of requirements from the perspective of architectural design and building services engineering, which relate to the infrastructure that is needed for smart homes. An overview of these electrical engineering and ICT requirements is discussed. When working with clients, it is important to consider the additional set of rules of working in their homes. Clients may have additional needs in the field of home modifications that can also be addressed when doing retrofitting projects. An outline of steps to get stared and essential questions for professional care organization is given.
LINK
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
Op 1 januari 2007 is officieel bij de faculteit Economie en Management (FEM) van Hogeschool Utrecht het kenniscentrum InnBus van start gegaan. InnBus kan gezien worden als een faculteitsbreed kenniscentrum1 waarbinnen alle lectoraten worden ondergebracht. De naam InnBus staat daarbij voor Innovatie en Business. Bij de inrichting van dit kenniscentrum naar domeinen voor de lectoraten is op een specifieke wijze aansluiting gezocht bij bestaande, algemeen geaccepteerde indelingen naar de Business-deelvakgebieden: Finance; Accountancy; Organisatie & Strategie; Informatiekunde; Marketing. Door hergroepering, splitsing en het uitlichten van International Business is een centrum in ontwikkeling ontstaan, waarbinnen in de nabije toekomst zes lectoraten functioneren. De achterliggende gedachte is het positioneren van de faculteit Economie en Management als kennisonderneming met taken op het gebied van kennisontwikkeling en kennisspreiding, gericht op de versterking van het innoverende vermogen van bedrijven en instellingen in de regio. De daarbij geformuleerde randvoorwaarden luiden: Te ontwikkelen kennis ontstaat vanuit aangetoonde maatschappelijke behoeften; De nieuwe kennis is gericht op professionalisering van de beroepspraktijk; De kennisontwikkeling voldoet aan methodische vereisten. Kort samengevat: binnen het faculteitsbrede kenniscentrum wordt bedrijfeconomisch relevant toegepast onderzoek gedaan, gericht op bedrijven en instellingen in de regio. De keuze voor de regio heeft tot gevolg dat er een zekere voorkeur voor branches of sectoren ontstaat. Kennisspreiding binnen de FEM-organisatie ontstaat door zowel docenten als studenten bij de uitvoering van dit onderzoek te betrekken en op onderzoek gebaseerde curricula verder te ontwikkelen. Sinds 1 januari 2007 heb ik de eervolle taak om samen met mijn medewerkers het proces van kennisontwikkeling en kennisspreiding gestalte te geven binnen het vakgebied van de kenniskring Lectoraat Marketing, Marktonderzoek en Innovatie. In deze openbare les wil ik aangeven wat dit voor ons inhoudt door allereerst aandacht te besteden aan de begrippen innovatie en innoveren en daarna de koppeling te leggen met het vakgebied Marketing en Marktonderzoek.
DOCUMENT
Nature-based tourism in the desert can play an important role in reconnecting people with nature. Tourist experiences are influenced by imaginaries as well as the spiritual and aesthetic values of the landscape, promoting a new identity through a sense of transformation and belonging. These Cultural Ecosystem Services (CES) shaped as well by geopolitical imaginaries have as yet remained unexplored. They are important, new contributions to the body of research. How do German-speaking group and cruise tourists imagine the desert and how do they experience the cultural values of the dry ecosystem ‘in situ’? Primarily, in-depth interviews and travel ethnography were applied along with photography and content analysis of marketing material. To support these methods, a survey was distributed to mega-cruise tourists visiting the desert. Results show that group tourists in particular romanticize an imaginary, quiet, empty place similar to a sacred space, promoting self-transformation, a deep connection with the space and sociality with nature and/or with others. Their experiences also enhance empathy for the natural environment through ‘self-immersion’, creating profound well-being. While in the desert, group tourists engage in a multi-sensuous immersion and spiritual transformation, while cruise tourists enjoy an adventure experience. 74% of the cruise tourists enjoyed being in a completely different environment. But, due to noise, overcrowding and built infrastructure, some CES such as silence, finding solitude and viewing of the sands are diminished. A proposed framework takes into account the influence of geopolitical imaginaries and the spiritual and aesthetic values of the desert leading to the core spiritual experience. Such a framework can justify the long-term protection of the desert, and its high cultural value, as well as an environmental ethic.
DOCUMENT
In the shift towards the Big Society, it is widely proclaimed that citizen participation and citizens’ initiatives are indispensable to maintaining services that used to be run by local or regional governments. Despite the increased interest in citizens’ initiatives, research has scarcely debated what actually defines the success of such initiatives. Using focus group discussions, this study examined the meanings and norms collectively constructed by government officials and professionals regarding the success and failure of citizens’ initiatives in rural areas. Remarkably, we found that the professional perspectiveof successful citizens’ initiatives was not dominated by the achievement of actualpolicy targets or project goals, such as maintaining public services. Rather, an initiative was perceived as successful as long as citizens are continuously active and in charge. Arguably, this somewhat paternalistic professional view of successful citizens’ initiatives could be challenged by the volunteers in those initiatives.
DOCUMENT
