This research seeks to delineate and analyze the psychological and pedagogical conditions crucial for the training of future specialists in international business within the context of mixed ...education. By investigating the intricacies of both offline and online education, the study aims to provide a comprehensive understanding of the challenges, advantages, and methodologies associated with a blended approach. An extensive survey was conducted among students majoring in International Business across multiple universities, including the International University of Business and Law, Kherson State Agrarian and Economic University, Kherson State University, and Kherson National Technical University. The survey encompassed students from different academic years, providing a diverse perspective on the effectiveness of offline and online education.
In the swiftly evolving digital landscape, the metaverse is redefining marketing paradigms, offering unprecedented opportunities for brand engagement and consumer interaction. This paper investigates ...the transformative impact of the metaverse on marketing strategies, proposing an innovative Metaverse Engagement Model tailored for the digital era. Our model integrates the latest technological advancements with consumer behavior insights, presenting a multi-faceted approach to immersive marketing. We dissect the intricacies of virtual consumer engagement, addressing how augmented reality (AR), virtual reality (VR), and AI-driven platforms can be harnessed to create personalized and impactful brand experiences. The paper not only theorizes the potential of these technologies but also illustrates their practical application through case studies and real-world examples. This exploration provides a roadmap for marketers to navigate the complex metaverse environment, emphasizing adaptive strategies that resonate with the digital-native consumer base. Our findings suggest that the Metaverse Engagement Model can significantly enhance brand visibility and customer loyalty. This paper offers both theoretical insights and actionable recommendations.
Full text
Available for:
GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Unlike companies or products, individuals possess intrinsic personal branding as a result of personality qualities, past experience and development, and communication with others—whether they know it ...or not. In this sense, every person already has a personal brand of some kind. The challenge is to manage that brand strategically. We offer a process for doing so, beginning with self-analysis. Then we review published sources and summarize interviews about the personal brands of 33 U.S. and European sales executives and managers, salesforce members, and professionals who sell their own services. The interviews indicate roughly equal emphasis on competence and personal qualities in creating personal brands, as well as significant interest in distinctiveness, and the respondents provide a range of examples of how personal branding pays off. This investigation leads to our basic recommendation: Follow a strategic self-branding process based on one’s values and competencies, similar to the branding methods of companies and products, but with the understanding that personal branding will change as one’s career advances.
Full text
Available for:
GEOZS, IJS, IMTLJ, KILJ, KISLJ, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UL, UM, UPCLJ, UPUK, ZRSKP
Privately-managed higher education institutions that play a notable role in the Indonesian higher education sector, in today's increasingly competitive environment, need to develop brand equity to ...secure the existence and ensure the institutions' sustainability. Therefore, this study aims to examine the effect of brand development at the pre-admission touchpoint, during the course touchpoint, and the post-passing touchpoint on the brand equity of private higher education institutions. This study involved 100 third-year students from two private higher education institutions in Klaten Regency and used the purposive sampling methode as the sampling technique. The collected data were then analyzed using multiple linear regression analysis. The results indicated that brand development at the pre-admissions touchpoint becamee the primary variable in determining the brand equity of the private higher education, followed by brand development at the course touchpoint and brand development at the post-passing touchpoint. In addition, brand development at the three touchpoints simultaneously had a positive and significant influence on the brand equity of private higher education institutions.
Drawing upon contingency theory, we analyze the antecedents and performance consequences of chief strategy officer (CSO) presence in top management teams (TMTs). We argue that strategic and ...structural complexity affects the decision to have a CSO in the TMT and its effect on firm performance. The results of a sample of S&P 500 firms over a five-year period reveal that diversification, acquisition activity, and TMT role interdependence are positively associated with CSO presence. However, we also find that the structural choice to have a CSO in the TMT does not significantly affect a firm's financial performance. This first systematic analysis of CSO presence informs research on CSOs and contributes to the emerging literature on TMT structure.
Full text
Available for:
BFBNIB, FZAB, GIS, IJS, KILJ, NLZOH, NUK, OILJ, PNG, SBCE, SBMB, UL, UM, UPUK
At a time of rapid professional sport team expansion in North America, this study sought to qualitatively explore the perceptions and the expectations for the most recent National Hockey League (NHL) ...expansion team, NHL Seattle, to understand more about what fans perceived about the brand development process and participation in the team's fan community nearly a year ahead of the announcement of the traditional brand markers (i.e., team name, logo). Findings suggest that fans are looking for a brand that embodies the authentic Seattle characteristics but wished that there were more touch points from the franchise to be able to engage with the brand (e.g., merchandise, community events). Participants expressed an expectation to transfer fan behaviors from other supporter groups in the region. The implications of these findings as well as the delay in announcing the brand name and logo are discussed.
Unique challenges exist for team brand managers with almost 2 years to prepare before play.
Previous attachments to the sport and league guide fan expectations for the team.
Participants displayed characteristics of the brand community even before the team brand launched.
Full text
Available for:
FSPLJ, IZUM, KILJ, NUK, OILJ, PILJ, SAZU, UL, UM, UPUK
Purpose
Although information technology has been at the centre of attention of political branding for some time, research has traditionally focused mainly on its role in the facilitation of ...communication. This paper aims to unpack the role of information technology in the emergence of new cyber political brands.
Design/methodology/approach
This research uses a dual case study approach that focuses on the relationship between branding, politics and information technology. The analysis focuses on two successful political cyber brands: the Italian Five Star Movement and the Czech Pirate Party. Data collection covering the time frame between their emergence and their political success occurs through netnographic methods.
Findings
Cyber political brands emerge and materialize in different forms. The present analysis allows for a delineation of three conceptual elements that characterize the constitutive interrelationship of information technology in the emergence of cyber political brands. The first conceptual element, organization, refers to how political brands become structured around linked activities. The second conceptual element, orientation, describes how the activities of a political brand are directed to build a specific path and legitimize courses of action. The third conceptual element, operation, delineates the processes that anchor and stabilize the political brands in its “own” culture, establishing specific base activities.
Research limitations/implications
Information technology and the techno-culture emerging around the two cyber party brands can be seen as the possible delineations of new “cleavages” in the form of “information technology-culture” which enables potential electoral success.
Originality/value
The present study by offering the conceptualization of the cyber political brand shows how political brands can reflect a type of performative cultural branding where they become able, as a networked-medium, to assemble a specific techno-culture. In terms of political brand development, the current analysis offers a framework that allows us to consider the process of political party development in a new fashion.
The taste sensor, based on an artificial lipid/polymer membrane, is the result of more than 30 years of collaborative research with University Professor Kiyoshi Toko of Kyushu University Institute ...for Advanced Study. Progress in taste sensors has been made thanks to the valuable feedback from professionals and researchers in the food and pharmaceutical industries who use taste sensors, and taste sensor data are now being used to develop new taste information businesses. The technological advances in taste evaluation and the growing demand for taste visualization are not only limited to food and pharmaceutical R&D, but are also being used as effective tools for a variety of businesses. In this report, we introduce the technological developments and business applications we have been working on with such taste sensor users in the food and pharmaceutical industries, as well as the issues that are currently being addressed by taste sensors.
Developing a successful brand will be a critical strategy for service industries to achieve the competition advantage and raise the business performances. In this research, we propose a model of ...brand development for service organisations, which consists of five constructs: business model, brand strategy, service quality, customer value, and business performance. Based on this model, we can construct a structural equation model (SEM) to explore the causal relationships among the constructs, and then conduct the empirical study for the service companies with own brands, in order to confirm the relationships among these constructs, and to determine the critical success factors (CSFs) of the brand building for service industries. Based on the analytic results, the causalities among these constructs can be confirmed, it is shown that 'business model' directly determines the 'brand strategy', 'service quality' affects the 'customer value', and through the mediation effect of 'customer value' on 'business performance'. We also discover that 'key resources and processes', 'business operation systems', 'brand development', 'brand marketing', 'value-added services', and 'customer relationship management' are the CSFs for service industries to build their brands; the service organisations need to possess the core capabilities on these CSFs.
Full text
Available for:
BFBNIB, IZUM, KILJ, NUK, PILJ, SAZU, UL, UM, UPUK
