Understanding the Relationship Between Culture and Sensory Marketing in Developing Strategies and Opportunities in Emerging Economies

2017 ◽  
pp. 236-262
Author(s):  
Abdulelah Althagafi ◽  
Mahmood Ali
Keyword(s):  
Emerging Economies ◽  
Critical Role ◽  
Cultural Analysis ◽  
Global Strategy ◽  
Strategic Development ◽  
Developed Economies ◽  
Sensory Marketing ◽  
The Impact ◽  
The Relationship

Global strategy requires an understanding of various international cultural differences and their impact on organisations success or failure. Organisations adopt different strategies to succeed in a diverse cultural environment. Sensory marketing strategy plays a critical role in understanding the culture and formulating a successful strategy. Sensory marketing is the process that affects customers' senses, perceptions, judgment, and behaviour. It is critical for policymakers to understand the impact of sensory marketing on consumer buying practices across cultures, including emerging economies. This study serves as a backdrop of strategic development in emerging economies with a focus on the visual and tactile factors of the sensory marketing. Adopting Hofstede's (2001) cultural framework, this chapter has three major objectives. Based on literature review, firstly, it presents a cross-cultural analysis of the consumer sensory processing between the developed economies and emerging economy, Saudi Arabia. Secondly, it aims to evaluate the culture impacts on consumer behaviour's purchase intentions in relation to the sensory factor such as touch and vision. Thirdly, it attempts to identify the role of consumer sensory factors in buying decision across the culture. According to the findings, the literature supports the universality of behaviour patterns of multisensory interaction between touch and vision. This universality applies at both theoretical and operational levels.

The Role of Unabsorbed Slack in Internal and Collaborative Innovation Processes — A Resource-Based Framework

2016 ◽  
Vol 13 (03) ◽  
pp. 1640007 ◽  
Author(s):  
Ulrich Lichtenthaler
Keyword(s):  
Critical Role ◽  
Slack Resources ◽  
Fine Grained ◽  
Collaborative Innovation ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship ◽  
Unabsorbed Slack ◽  
Innovation Processes

Extant research has highlighted the critical role of unabsorbed slack resources in internal innovation processes. In recent years, many firms have continued to open up their innovation processes to actively collaborate with external partners. In light of a limited understanding of the determinants of collaborative innovation, we provide new theoretical arguments about the relationship of unabsorbed slack resources with internal and collaborative innovation processes. Specifically, we draw on resource-based and competence-based logic and develop a conceptual framework for intraorganizational and interorganizational innovation with propositions for the impact of unabsorbed slack resources on internal and external knowledge acquisition and commercialization processes. The arguments underscore the critical role of excess resources in collaborative innovation, and they highlight the need for a fine-grained examination of the impact of unabsorbed slack resources in innovation processes. The arguments are particularly important in light of a renewed interest in essential enablers and barriers to collaborative innovation processes.

Importance of Web Based Tools for Promotion of Movies

2014 ◽  
Vol 4 (2) ◽  
pp. 62-73
Author(s):  
Suresh Sannapu ◽  
Akshat Singh Parihar ◽  
Gaurav Kandwal ◽  
Karan Kakkar
Keyword(s):  
Film Industry ◽  
Critical Role ◽  
Individual Investors ◽  
Multiple Stakeholders ◽  
Web Based ◽  
Secondary Sources ◽  
Online Tools ◽  
The Impact ◽  
The Relationship

This paper gives a description of the empirical study investigating the impact of promotions using Web based tools by Indian Movie production houses. Evolution of movie promotion starting with use of traditional methods for the first movie to the near dependence on social media to promote the latest movies produced in India has been chronologically presented. Critical role of web based tools and their synchronization with other media tools in contemporary movie promotion has also been elaborated. As Indian film industry is witnessing impeccable advancements in areas like technology and marketing digitalization, this research shows the use of online tools for attracting consumers. The key research objective is to find out the ability of the production houses to attain maximum customer attraction through various online tools like Facebook, Twitter, Blogs and YouTube. Data has been collected both from primary and secondary sources. Regression analysis has been used to depict the relationship between likes, comments and shares with the number of campaigns. Given the huge contribution of movies to Indian economy, ever increasing competition in this industry and increasing popularity of Web based tools; this study aims to benefit multiple stakeholders including movie producers, individual investors and all other entities related to movie making business such as music companies, distributors, exhibitors and single screen owners.

Impact of Atmospheric Stimuli on Revisit Intention: Some Evidence on Stimulus-Organism-Response Model: A Case of International Five-Star Hotels in Indonesia

2019 ◽  
Vol 16 (11) ◽  
pp. 4722-4730
Author(s):  
Sakapas Saengchai ◽  
Watcharin Joemsittiprasert ◽  
Kittisak Jermsittiparsert
Keyword(s):  
Statistical Tool ◽  
Mediating Role ◽  
Sensory Marketing ◽  
Revisit Intention ◽  
Prime Objective ◽  
The Mind ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

The prime objective of the current study is to investigate the impact of the atmospheric stimuli on revisit intention. In addition to that, the study has examined the mediating role of perceived image in the relationship between atmospheric stimuli and revisit intention. Finally, the moderating role word of mouth in the relationship between perceived image and revisit intention has been examined. The study has broached the issues related to sensory marketing. Sensory marketing is a new concept which is evolved more in the last two decades. It is part of experientialmarketing. Sensory marketing is considered as revolutionary area in the field of marketing in which emotions and perceptions are evoked by the marketers by targeting five senses of human. The expectations can be exceeded by the organization for the customers by targeting more than one sense. When external factors are used to stimulate the human senses, a memorable experience is created, which help in building a positive image in the mind of customers, which later on has an impact on the retention of customers as well. However, the current study has filled this gap. However, this study is among the pioneering studies on this issue Employing the survey-based methodology; the SEM-PLS technique is used to test the hypothesized relationships. So,the current study has used SEM-PLS as a statistical tool to answer the research questions raised in this study and research objectives envisaged in the current stud, and the data is collected from the tourist in Indonesia. The findings of the study have provided support to the theoretical foundation and proposed hypothesis of the current study. The current study will be helpful for policymakers and practitioners in understanding the issues atmospheric stimuli on revisit intention. In author knowledge, this is among very few pioneering studies on this issue.

scholarly journals Gender Diversity and Firm Performance: Evidence from Pakistan

2012 ◽  
Vol 3 (5) ◽  
pp. 161-166 ◽  
Author(s):  
Hammad Hassan Mirza ◽  
Sumaira Andleeb . ◽  
Farzana Ramzan .
Keyword(s):  
Firm Performance ◽  
Emerging Economies ◽  
Corporate Performance ◽  
Stock Exchange ◽  
Gender Diversity ◽  
Developed Economies ◽  
Female Directors ◽  
Relationship Of ◽  
The Impact

Gender diversity and firm performance, is among the new but challenging topics of research in management sciences. Many researchers have studied the role of gender diversity in enhancing firms’ performance in developed economies (see for example, Dwyer et. al, 2003; and Kang et al, 2010). Existing literature on this subject is rare in emerging economies and to the best of author’s knowledge; this is the first study on relationship of gender diversity and firm’s performance in Pakistani context. Present study focuses on the impact of presence of female directors on corporate performance using a sample of 395 listed nonfinancial companies of Karachi Stock Exchange (KSE) Pakistan from 2004 to 2009. Estimated results indicate that ratio of female directors is negatively related with firm performance.

Effects of managerial coaching on employees' creative performance: cross-level moderating role of a climate for innovation

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lixun Zheng ◽  
Yanfei Wang ◽  
Zisheng Guo ◽  
Yu Zhu
Keyword(s):  
Knowledge Transfer ◽  
Critical Role ◽  
Creative Performance ◽  
Managerial Coaching ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Indirect Relationship ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this paper is to examine the impact of managerial coaching (MC) on employee creative performance (CP) based on the knowledge transfer theory and the roles of creative process engagement (CPE) and climate for innovation (IC) in the relationship between MC and CP.Design/methodology/approachA moderated mediation model was developed and tested on a dyadic sample of 74 leaders and 292 employees working in South China firms.FindingsThe results show that CPE mediates the relationship between MC and CP and IC amplifies the indirect relationship between MC and CP via CPE.Originality/valueThis research contributes to the MC and innovation literature by clarifying the linking role of engagement in transferring MC into employees' CP from a knowledge transfer perspective and identifies the critical role of IC in effectuating the impact of MC on CP.

Sensory Marketing Cues and Behavioural Intention: An Application of Stimulus Organism Response Model in the Hospitality Industry of Thailand

2019 ◽  
Vol 16 (11) ◽  
pp. 4748-4756
Author(s):  
Sakapas Saengchai ◽  
Khajornsak Thaiprayoon ◽  
Kittisak Jermsittiparsert
Keyword(s):  
Customer Satisfaction ◽  
Visual Cues ◽  
Statistical Tool ◽  
Behavioural Intentions ◽  
Mediating Role ◽  
Sensory Marketing ◽  
Product Service ◽  
The Impact ◽  
The Relationship

The main focus of the current study is to investigate the impact of sensory marketing cues, namely visual cues sound cues, and smell cues on the behavioural intentions. The second focus of the study is to investigate the mediating role of customer satisfaction in the relationship between sensory marketing cues and behavioural intentions. Lastly, the moderating role of trust in the relationship between customer satisfaction and behavioural intentions. This study is among the pioneering studies on this issue Employing the survey-based methodology; the SEM-PLS technique is used to test the hypothesized relationships. So, the current study has used SEM-PLS as a statistical tool to answer the research questions raised in this study and research objectives envisaged in the current study. The findings of the study have provided support to the theoretical foundation and the proposed hypothesis of the current study. The data is collected from the internal tourist in Thailand. According to the findings of the study, feelings have an effect on various marketing parameters like selection priority of store, store files, satisfaction from product, service and shopping, need based shopping, pleasure-based shopping, time spent in store and decision-making style of the customer. Moreover, customers preferred to use the products based on their feelings, mental satisfaction and emotions related to the product.

scholarly journals An Empirical Analysis of the Impact of Energy Consumption on the Financial Development of the Emerging Economies: A Moderating Role of Oil Prices

2016 ◽  
Vol 8 (9) ◽  
pp. 26
Author(s):  
Faisal Mahmood ◽  
Maria Saleem
Keyword(s):  
Energy Consumption ◽  
Financial Development ◽  
Emerging Economies ◽  
Banking Sector ◽  
Secondary Data ◽  
Oil Prices ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

<p>This research empirically analyzes the relationship between energy consumption and financial development by making use of secondary data for 22 emerging economies over the period of 1999-2012. Moreover, this paper also spotlights the moderating role of oil prices. Furthermore, financial development is measured by utilizing of various proxies relevant to banking sector and stock market as well. Hence, the findings of the research reveals that oil prices negatively moderates the relationship between energy consumption and financial development. Moreover, results highlight that measures used to calculate financial development are also of key concern to explore the relationship between energy consumption and financial development.</p>

scholarly journals The impact of fiscal decentralization on economic development

2019 ◽  
Vol 16 (3) ◽  
pp. 29-39 ◽  
Author(s):  
Mykola Pasichnyi ◽  
Tetiana Kaneva ◽  
Maksym Ruban ◽  
Anton Nepytaliuk
Keyword(s):  
Economic Development ◽  
Emerging Economies ◽  
Empirical Investigation ◽  
Fiscal Decentralization ◽  
Lower Growth ◽  
Balanced Approach ◽  
The Impact ◽  
The Relationship ◽  
The Eu

In this article, updated approach to assess the impact of fiscal decentralization on economic development is offered. The relationship between the proper level of fiscal decentralization and economic growth for 27 advanced and emerging economies in Europe from 1992 to 2017 was evaluated using panel data. In the EU members, Belarus, Georgia and Ukraine expenditures decentralization was more essential than revenue decentralization. The vast majority of the counties from Central and Eastern Europe have increased the level of fiscal decentralization since 1992. It was found that revenue decentralization was associated with lower growth rates, while expenditures decentralization could slightly encourage economic development. The overall decentralization indicator adversely affected the growth, but that interconnection was not robust. The empirical investigation showed significant role of demographic structure and sustainability to ensure economic development. The authors propose the statements for the local authorities to develop the methodical bases of the fiscal policy’s design. In the survey, a balanced approach to the tax and public spending policy’s preparation and planning is presented.

scholarly journals THE EFFECTS OF MARKET ORIENTATION, PRODUCT INNOVATION AND MARKETING ETHICS ON FIRM PERFORMANCE: A THEORETICAL FRAMEWORK

2021 ◽  
Vol 3 (7) ◽  
pp. 31-47
Author(s):  
Moad Hamod M Saleh ◽  
Adi Anuar Azmin ◽  
Ummi Naiemah Saraih
Keyword(s):  
Market Orientation ◽  
Product Innovation ◽  
Critical Role ◽  
Business Environment ◽  
Business Community ◽  
Marketing Ethics ◽  
Internal Resources ◽  
The Impact ◽  
The Relationship

In the contemporary business environment, market orientation has become a widely discussed topic in the business community and academics. Since the market environment has become more competitive, developing and improving one's internal resources is now an absolute necessity. Despite the influence these topics have on the performance of microenterprises, a significant number of market orientation studies haven't empirically connected them. According to this perspective, this study established a theoretical link between market orientation and SME performance via a literature review. Additionally, a new framework for experimental evidence was developed. This study makes significant contributions to the understanding of the relationship between market orientation and SME performance but also sheds light on the critical role of product innovation as a mediator. Furthermore, the conceptual model explains the impact of marketing ethics as a moderator on small- and medium-sized enterprise (SMEs) performance.

scholarly journals Supervisor support and work engagement of hotel employees in Malaysia

2016 ◽  
Vol 31 (1) ◽  
pp. 2-18 ◽  
Author(s):  
Choo Ling Suan ◽  
Aizzat Mohd Nasurdin
Keyword(s):  
Work Engagement ◽  
Structural Equation ◽  
Critical Role ◽  
Supervisor Support ◽  
Customer Contact ◽  
Content Type ◽  
The Impact ◽  
Employee Work Engagement ◽  
The Relationship

Purpose – This study aims to examine the impact of supervisor support and to assess the moderating role of gender on employee work engagement in the context of the Malaysian hospitality industry. Design/methodology/approach – Data were collected from a sample of 438 customer-contact employees in Malaysian upscale hotels and tested using the partial least squares technique. Findings – The findings indicated that supervisor support positively influences work engagement and that this positive relationship was stronger for male employees than female employees. Research limitations/implications – The results highlight that supervisor support plays a critical role in fostering greater employee work engagement. In addition, different approaches need to be utilized by supervisors in supporting their male and female subordinates. Originality/value – This study extends the existing literature by examining the role of gender in moderating the relationship between supervisor support and work engagement, especially within the context of a developing country (i.e. Malaysia), using structural equation modelling.

Sign in / Sign up

Export Citation Format

Share Document