This study develops a dynamic capabilities-based framework of organizational sensemaking through combinative capabilities towards exploratory and exploitative product innovation. Organizational ...sensemaking helps organizations develop cognitive maps of turbulent environments through its construction of shared interpretations of environmental changes. We argue, however, that successful exploratory and exploitative product innovation are not guaranteed by organizational sensemaking alone, but instead depend on how firms' capabilities synergistically combine and transform knowledge resources. Organizational sensemaking and combinative capabilities are together positioned as important dynamic capabilities. The dynamic capabilities-based framework is applied to explain why and how organizational sensemaking determining superior exploratory and exploitative product innovation in turbulent environments is realized by combinative capabilities. Furthermore, the paper examines the differential effects of combinative capabilities on the firm's exploratory versus exploitative product innovation. Firms can better understand how to leverage different type of combinative capabilities for optimal outcomes.
Purpose: to determine the features of the marketing activities of the "Olympus" rugby club for its further improvement. Material and methods: using PEST-analysis, the influence of the external ...environment on the activities of the "Olympus" rugby club was characterized. Using SWOT-analysis, the opportunities and threats of the external environment and the strengths and weaknesses of the internal environment of the "Olympus" rugby club were identified. The survey was conducted among 10 organizational and managerial staff of the rugby club "Olympus" Kharkiv in order to determine the opinion of respondents regarding various aspects of its activities, as well as among 25 club rugby athletes in order to identify needs and priorities, motivate team players. Results: substantiate the need for a marketing strategy, the development process of which in our study included 3 stages: analysis of the external and internal environment of the club; formation of goals, main directions and marketing complex; implementation and evaluation of marketing strategies. The organizational structure of the "Olympus" rugby club, its logo, and an analysis of the club’s marketing communications are analyzed. Conclusions: as a result of the study, we developed a marketing strategy for the "Olympus" rugby club and a plan for its practical implementation. The results of the expert evaluation indicate that the marketing strategy we have proposed has the high expected effectiveness, scientifically justified, and real for implementation.
Purpose - This paper seeks better to conceptualise, operationalise and subsequently to test a multi-dimensional and more social view of servicescape and the direct and moderated linkages with loyalty ...intentions.Design methodology approach - A survey research method was used to study servicescapes in the context of UK restaurants.Findings - In furtherance of conceptualisation efforts, a model is developed to evaluate the linear influences of nine servicescape variables on customers' loyalty intentions. Additionally, the model appraises the impact of personal and environmental factors which moderate the servicescape-loyalty intentions relationship. Analysis of survey responses finds a number of significant associations with loyalty intentions.Practical implications - The results of the study indicate that practitioners should reflect carefully on a range of servicescape variables and judiciously manage such factors to improve the extent to which consumers are likely to foster positive intentions to be loyal.Originality value - The paper contributes a multi-dimensional and more social framework of servicescape that is subsequently operationalised and tested. It also supplies a measure of servicescape that future researchers may find useful.
Purpose - This review article aims to develop an integrating overview of the present status of the theory of corporate social responsibility (CSR) applied in the marketing context and asks whether, ...to what extent and how the discipline of marketing has addressed CSR.Design methodology approach - After clarifying core concepts and proposing a new definition of CSR, 54 articles in leading marketing journals between 1995 and 2005 are analyzed in terms of publication characteristics, research design, variables, sampling, level of analysis, issues raised, and key findings.Findings - Recommendations include a broadened perspective in empirical research to address CSR in its entirety, expand the focus beyond consumers, include a broader range of samples and conduct more inductive, exploratory empirical studies. These steps will contribute to a multidimensional view of the future customer.Research limitations implications - The number and specific choice of journals was subject to a compromise between comprehensiveness and the availability of space for a review.Practical implications - The way the scholarly marketing literature treats CSR impacts what our students and other constituencies learn.Originality value - Given the veritable explosion in CSR research in the recent years, there is a genuine need for the field to take stock of what has been learned so far and what that implies in terms of where researchers should be headed.
In the context of an aggravated competitive situation both in domestic and foreign markets, marketing tools for ensuring the competitiveness of an enterprise are becoming increasingly important. With ...the simultaneous growth of the role of a systematic approach in strategic planning both in the overall activities of the enterprise and its development prospects, and the level of competitiveness of the enterprise and its competitive position in specific markets. The subject of the study is the theoretical and methodological foundations of enterprise competitiveness management. The purpose of the article is to form a system for managing the competitiveness of enterprise on the basis of marketing. Methodology. To achieve the research objective, the following tasks were set and solved: a critical analysis of scientific approaches to the formation of a system for managing the competitiveness of enterprise, substantiation of the theoretical and methodological foundations for the formation of a system for managing the competitiveness of enterprise, clarification of the components of this system, and identification of the types of links between the components of the system for managing the competitiveness of enterprise. The following methods and approaches to research were employed in the study: an abstract and logical approach was used to examine the theoretical and methodological foundations of interaction management; an analysis of theoretical approaches to the formation of the enterprise competitiveness management system was conducted; an inductive and deductive approach (used to determine the factors influencing the formation of the enterprise competitiveness management system) was employed; a systematisation and generalisation approach (to clarify the approaches to the formation of the enterprise competitiveness management system) was also utilised. Results. The article considers processes of formation of the system of enterprise competitiveness management. It characterises and groups approaches to the system of management of competitiveness of an enterprise. The factors of influence on the level of competitiveness of enterprise have been determined. The structure of the system for managing the competitiveness of enterprise is described. Practical implications. The suggested integrated approach will help to clarify the role and functional links between the components of the enterprise competitiveness management system, taking into account the influence of factors of the marketing environment of enterprise and the marketing tools for assessing and improving the competitiveness of enterprise. Value/Originality. The proposed integrated approach to the formation of a system for managing the competitiveness of enterprise on the basis of marketing, unlike the existing ones, recognises the key role of competitiveness of enterprise products in assessing the competitiveness of enterprise, allocates the subject and object of competitiveness management, is based on the levels of strategic planning, takes into account the influence of factors of the marketing environment of enterprise and reveals the marketing tools for assessing and managing the competitiveness of enterprise.
The article is devoted to the justification of the nature and structure of the external environment of marketing. The study proves that the data analysis of the environment - is just one of many ...elements in the process of marketing strategy. The main task of monitoring – is to define the environment trends, issues, events or signals aimed to encourage the company management to revise the strategy and tactics of marketing.
The paper seeks to understand from a digital world perspective the impact of market orientation and market sensing capabilities on market performance. This is important because market orientation and ...market sensing capabilities are widely researched and accepted marketing resources. However, their impact in the digital marketing environment remains blurred. A cross sectional survey was therefore conducted from a sample of 298 small to medium enterprise agro-processors in Harare, Zimbabwe. A PLS-SEM was conducted using SmartPLS3. Results of this study provide statistically significant evidence to support the influence of market orientation on market sensing capabilities and market performance. The results further revealed that market orientation indirectly influenced market performance through market sensing capabilities. However, the direct linkage between market orientation and market performance was weak, whilst a strong relationship existed between market orientation and market sensing capability. On the other hand, there was a moderate relationship between market sensing capability and market performance. These results imply that marketers must go beyond market orientation to develop market-sensing capabilities for improved market performance. Market orientation, as an asset, requires marketing capabilities and activities to convert it into profitable market performance outcomes. This study contributes to literature on market orientation, market sensing, market performance and digital marketing.
The marketing environment of universities’ activities in Ukraine is changing dramatically. As a result, the system of chances and risks for universities is constantly changing. Therefore, timely ...detection of changes in the marketing environment and effective management ensure the competitiveness of the universities. The aim of the article is to identify the marketing environment dominants of the Ukrainian universities, as well as to assess the efficiency of marketing tools application in the system of universities’ management. On the basis of statistical and primary data analyses, the higher education market in Ukraine both at the state and regional levels has been assessed and the university’s dependence on market sources of funding has been substantiated. As the modern domains of the marketing environment of universities, changes in the distribution of state-funded places, the impact of external independent testing, and the intensification of competition between universities are determined. The influence of external independent testing on structural intersegmental changes concerning the choice of specialties of universities’ entrants is proved. The comparative characteristics of the marketing management tools in Ukrainian and Polish universities are considered. The obtained results outline the importance of strengthening the marketing orientation of management in universities.
Supply managers must manage many risks in their increasingly competitive environments. Traditionally this meant buffering against uncertainties, which sub-optimized operational performance. Risk ...management can be a more effective approach to deal with these uncertainties by identifying potential losses. This conceptual study proposes that situational factors- degree of product technology, security needs, the relative importance of the supplier, and the purchasers' prior experience with the situation should be taken into consideration when determining the level of risk management in the supply chain. Doing so can avoid unforeseen losses and lead to better anticipation of risks.
This study aimed to determine the marketing activities of pilgrim package tour that have been performed by PT. Dongan Sahuta Tour and Travel, develop strategies and also marketing programs that can ...be implemented by the company. Data collection by observation, interviews, questionnaires and literature study. The sampling technique used purposive sampling. Data were analyzed using qualitative descriptive analysis, analysis of the Likert scale and SWOT analysis approach. The results obtained there are four teen indicators of strengths, weaknesses of tree indicators, four indicators of opportunities and four indicators threats. Marketing strategies that can be implemented by the firm such as 1)create and develop a quality product, 2)provide rebates to customers who have used the services of PT. Dongan Sahuta Tour and Travel several times.The advice given are more active in the promotion by giving rebates, conduct marketing activities as E-commers, expand cooperation with business trips or individuals.
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