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Boryana V. Dimitrova, Brent Smith, Saejoon Kim
DOES HOST COUNTRY CULTURE AFFECT FOREIGN RETAILER PERFORMANCE?
Abstract:
Using Hofsede’s framework of national cultural orientation, we examine whether cultural values can explain foreign retailer performance. Our results show that host country individualism and uncertainty avoidance are negatively related while host country indulgence is positively related to foreign retailer performance. We also point to theoretical and practical implications of our research.
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Zaki Muhammad Abbas Bhaya, Basim Abbas Kraidy Jassmy
THE IMPACT OF THE BRAND IN ACHIEVING COMPETITIVE ADVANTAGE:-AN ANALYTIC STUDY ON ZAIN IRAQ'S MOBILE
CELL-PHONE COMPANY
IN AL-DIWANIYAH GOVERNORATE
IN IRAQ
Abstract:
This research aims to find out the role of the Brand in the process of achieving the competitive advantage from strategic perspective through identifying the important role that the marketing activity has in the work of companies. This research seeks to achieve its objectives through the analysis of decisions and the importance of the Brand in Zain company for communication.
It also demonstrates the Brand's role in satisfying the customers' desires. The researcher has used (Porter) strategies, he supposed that there are three strategies: (Cost Leadership Strategy, differentiation Strategy, Focus Strategy), researcher used (SPSS) for the statistical analysis of the gathered data through the analysis of both of the correlation, regression and (ANOVA).
The researcher reached a number of conclusions and the most important of them was the existence of a strong correlation between companies and brand can be used to achieve the competitive advantage in the Zain company for communication through the services made by its distributional outlets
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Nikola Yankov
A CREATIVE APPROACH TO CONCEPTUALIZING AND INTEGRATING TOURIST PRODUCTS/BRANDS
Abstract:
The scope of this paper is to approach creativity in conceptualization, designing and marketing of tourist products.
Special attention is paid to the relation “Tourist potential of a region – tourist attractors – tourist products/brands – tourist products/brands marketing”.
Consequently, we have presented certain models of a creative process, namely the tourist product’s superstructure, structure, infrastructure and infostructure. They are regarded as objects of creative ideas, insights and visual models of tourist products. Special attention is also paid to the integration of tourist products in so called integrats. The creative marketing process of original tourist products is also structured.
Attention is also paid to possible approaches for integral usage of the Danube river tourist potential. Concrete tourist products/brands which could increase the attractiveness of the region are presented. One of them is the Bulgarian Danubian coast.
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Boryana V. Dimitrova, Brent Smith, Trina Larsen Andras
BRAND VALUE CO-CREATION VIA
THE PLATFORM ENTERPRISE
Abstract:
Firms today focus on the development of long-term customer relationships and seek ways to actively involve customers in the marketing process. Platform enterprises such as Amazon, Airbnb, and Uber are spearheading the efforts in this direction by providing a digital platform enabling multiple stakeholders to engage in and contribute to brand value creation. However, scholarly research to date has not yet addressed the question of how platform enterprises can effectively and efficiently operate the network they build in a global market in order to stimulate co-creation and enhance brand value creation. We integrate Porter’s “diamond” with the dynamic capabilities approach and develop a conceptual framework, which helps us better understand how platform enterprises utilize their capabilities to exploit the “diamond” and build an “ecosystem of partners” while fostering innovation and encouraging brand value co-creation.
