The contemporary market positions digital marketing as a powerful mediator between efficient digital interaction, data interpretation opportunities, and business growth, while extending its impact ...potential to tackle different growth challenges.
As start-ups usually have limited resources and struggle with customer engagement, retention, and other growth challenges, the low investment and dynamic elements of digital marketing tools can be used to support constructive digital interactions impacting start-up growth. Consequently, these links have outlined an extended digital marketing impact in the areas which build on marketing and sales and influence growth components such as product & market testing, customer engagement, and partnership development.
Through a systematic literature review, we present a holistic overview encompassing start-up growth areas that use digital marketing. We also discuss how digital marketing efforts complement the start-up maturity. Furthermore, we analyze the differences in B2B and B2C digital marketing usage and discuss how emerging technologies impact digital marketing. The link between the extended digital marketing impact, start-up challenges, and growth areas result in the identification of start-up growth drivers supported by digital marketing. We propose a Macro-Dynamic framework identifying the start-up growth drivers from product, market, team, and finance areas and digital marketing tactics connected to the identified growth drivers.
•Systematic overview encompassing start-up growth drivers from digital marketing perspective•Identifying how digital marketing activities can complement the start-up maturity process•Designed Macro-dynamic framework of 15 growth drivers with corresponding digital marketing tools/tactics•Framework utilization - a practical/ strategic tool of using digital marketing activities for start-up growth (drivers)
In today's digital economy, digital marketing has grown in scope and now acts as a liaison connecting digital interactions and key start-up activities. The low investment and dynamic elements of ...digital marketing favor the start-up environment and enable a flexible match between digital interactions and start-up growth. However, start-ups are usually unfamiliar with all the possibilities digital marketing offers and connect its influence solely with marketing and sales. Digital marketing, powered by data analytics, can support start-ups in different key activities such as testing and experimentation, customer education, and others. This thesis first explores how digital marketing impacts start-up development within a set of growth drivers supporting different key activities and associated areas. Through a systematic literature review, the Macrodynamic Framework was developed to identify and connect fifteen growth drivers and digital marketing impact for achieving start-up growth in four different areas.Secondly, as Product-Market fit is identified as one of the key drivers of start-up growth, this research focused on investigating how can product-market fit be influenced through digital marketing. One of the major challenges start-ups have in this perspective is measuring digital marketing performance and interpreting the collected data. As Product-Market fit and performance measurement both largely rely on the provided digital marketing analytics and received feedback, the DM_Optima framework is developed to connect the touchpoints of both areas. Through multiple case study research with nine start-ups, the thesis demonstrates this Framework application. The DM_Optima Framework is developed with a Balanced Scorecard and enables start-ups to test their ability to optimize product-market fit through digital marketing and performance measurement. The results of DM_Optima help start-up founders and managers to achieve or maintain their product-market fit and establish efficient practices of digital marketing performance measurement from an internal organizational perspective.
Blockchain technologies have seen a steady growth in interest from industries as the technology is gaining maturity. It is offering a novel way to establish trust amongst multiple stakeholders ...without relying or trusting centralised authorities. While its use as a decentralised store of value has been validated through the emergence of cryptocurrencies, its use case in industrial applications with multiple stakeholder ecosystems such as industrial supply chain management, is still at an early stage of design and experimentation where private blockchains are used as opposed to public blockchains. Many enterprise blockchain projects failed to gain traction after initial launches, due to inefficient design, lack of incentives to all stakeholders or simply because the use of blockchain was not really necessary in the first place. There has been a need for a framework that allows blockchain designers and researchers to evaluate scenarios when a blockchain solution is useful and design the key configurations for an enterprise blockchain solution. Literature on blockchain architectures are sparse and only applicable to specific use cases or functionalities. This paper proposes a comprehensive Enterprise Blockchain Design Framework (EBDF), that not only identifies the relevant use cases when a blockchain must be utilised, but also details all the characteristics and configurations for designing an enterprise blockchain ecosystem, applicable to multiple industries. To validate the EBDF, we apply the same to the Vortal e-Procurement ecosystem allowing for multiple platforms to interoperate with greater transparency and accountability over the proposed blockchain framework. In this use case, many vendors bid for procurement procedures, often for publicly managed funds where it is extremely vital that full transparency and accountability is ensured in the entire process. Ensuring that certain digital certification functions, such as timestamps are independent from e-Procurement platform owners has been a challenge. Blockchain technology has emerged as a promising solution for not only ensuring transparency and immutability of records, but also providing for interoperability across different platforms by acting as a trusted third-party. The applied framework is used to design a Hyperledger based blockchain solution with some of the key architectural elements that could fulfil these needs while presenting the advantages of such a solution.
Aim
To compare the quality of the conditions for endotracheal intubation and muscle relaxation between rocuronium bromide and vecuronium bromide using the ''timing principle'' method for induction in ...anaesthesia. The "timing principle" includes the administration of muscle relaxants before the hypnotic agent during induction in anaesthesia.
Method
Sixty patients who had undergone elective surgery were randomly allocated into two equal groups using muscle relaxants: rocuronium (group R) and vecuronium (group V). The intubation conditions were asse ssed using Cooper's scoring system, based on jaw relaxation, vocal cords position and response to intubation. The quality of muscle relaxation was evaluated by recording the time of clinical weakness, a count of ''train of four'' (TOF) twitches at intubation, the time of loss TOF response and duration of direct laryngoscopy.
Results
The intubation conditions were excellent in 100% of patients in the group R versus excellent in 80% and good in 20% of patients in the group V (p<0.05). The time of clinical weakness was statistically significantly shorter in the group R than in the group V (p<0.000). The time of loss of TOF response was statistically significantly shorter in the group R (p<0.000). The absence of TOF twitches (the level of muscle relaxation of 100%) at intubation recorded in 25 (83.3%) patients in the group R versus five (16.7%) patients in the group V (p<0.000). Duration of direct laryngoscopy did not significantly differ between the groups.
Conclusion
Rocuronium bromide provides better intubation conditions and greater quality of muscle relaxation than vecuronium bromide using ''timing principle'' technique.
