Search

An introduction is presented in which the editors detail the theme of mitigation of negative effects of maximization in marketing. The concepts are defined, a history of mitigation in marketing research is presented, as well as an overview of the articles presented in the special issue and an agenda for future research in this area.

A new trend in influencer marketing is livestream commerce, which combines influencers' live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, "big" influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience's conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies. [ABSTRACT FROM AUTHOR]

Direct-to-consumer firms increasingly believe that influencer marketing is an effective option for seeding. However, the current managerially relevant question for direct-to-consumer firms of whether to target low- or high-followership influencers to generate immediate revenue is still unresolved. In this article, the authors' goal is to answer this question by considering for the first time the whole influencer-marketing funnel, that is, from followers on user-generated content networks (e.g., on Instagram), to reached followers, to engagement, to actual revenue, while accounting for the cost of paid endorsements. The authors find that low-followership targeting outperforms high-followership targeting by order of magnitude across three performance (return on investment) metrics. A mediation analysis reveals that engagement can explain the negative relationship between the influencer followership levels and return on investment. This is in line with the rationale based on social capital theory that with higher followership levels of an influencer, the engagement between an influencer and their followers decreases. These two findings are derived from secondary sales data of 1,881,533 purchases and results of three full-fledged field studies with hundreds of paid influencer endorsements, establishing the robustness of the findings. [ABSTRACT FROM AUTHOR]

Marketing products/services internationally entails a bold decision that has high-cost implications and significant performance consequences: Should the firm standardize or adapt its marketing strategy across borders? The dilemma is a seminal issue, and perhaps the most enduring in international marketing scholarship. However, despite the voluminous work on the topic, an ontological assumption induces inconclusive conceptualizations and impedes theoretical advancement. The author contends that a self-contained, atomistic representation of the standardization/adaptation decision is such an impediment. This work problematizes a portrayal of the decision as if it is taken following a detached, own judgment of broad environmental contingencies. In turn, the study builds on fit literature and promotes an alternative perspective that acknowledges relational imperatives for requisite theorizing. Hence, standardization/adaptation is framed as a coconstituted process toward relational fit, with international marketing strategies being contingent on the role of significant "others." [ABSTRACT FROM AUTHOR]

For one-of-a-kind production (OKP) manufacturers adopting an engineer-to-order or make-to-order marketing strategy, it is very important to set an appropriate due date. We design an incentive-compatibility due-date quotation procedure to help OKP manufacturers obtain the rational due-date quotation from OKP customers. Based on the rational due-date quotation decision-making, the performance of an OKP shop floor controlled by load-based pull systems is evaluated in simulation. Our findings show that if the collaboration of due-date quotations and load-based pull control is effective, the order profit of OKP manufacturers will not be reduced when the delivery delay occurs. This study can provide more insights on order quotation decision-making and pull production control for OKP manufacturers. [ABSTRACT FROM AUTHOR]

While much of the academic literature on spinouts focuses on new ventures launched by the ex-employees of incumbent firms within the same industry, recent research shows that spinouts may also enter a focal industry from "knowledge contexts" outside of the incumbent industry. In particular, recent studies show that spinouts may enter from both upstream and downstream industries related to a focal industry along the value chain. Such spinouts have been called user-industry and supplier-industry spinouts. In this article, evidence from existing studies is collected to provide an indication of the relevance of such spinouts across various industries. This survey also includes an analysis of industry studies in which user- and supplier-industry spinouts may have been present but were not identified as such by scholars due to a difference in focus. The paper then considers the evidence accumulated to date in order to explore the industry contexts in which these two types of spinouts appear and to develop propositions concerning differences in the entry timing and product/market strategies of these startups. [ABSTRACT FROM AUTHOR]

Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical implications for marketing scholarship, social implications for understanding and implementing an agenda of decolonization, and practical implications for health care marketing. [ABSTRACT FROM AUTHOR]

In-store communication delivered through technological formats (e.g., kiosk, digital display) and nontechnological formats (e.g., magazine cover, flyer) can help retailers enhance sales by delivering relevant content to consumers. Although prior research has examined the effects of deal-oriented content that primarily offers promotions for a single product on shopper spending, the effects of inspirational content that sparks ideas (e.g., ways to use products) on spending are unclear. Inspirational content can affect spending differently from deal-oriented content as it activates stronger motivation for consumption goal completion. This article proposes that inspirational content activates stronger motivations for the consumer's goal completion and therefore increases spending more than deal-oriented content does. The authors propose and empirically test the hypotheses using data from a set of experimental studies, a field experiment, and an eye-tracking study. The results show that inspirational content increases spending more than deal-oriented content or no content does. This effect is mediated by consumption goal completion, such that it is attenuated when consumers already have consumption goals or when the content detracts from inspiration-induced goals. These results suggest that retailers can increase sales by using clear, inspirational content in their communications. [ABSTRACT FROM AUTHOR]

Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on signaling theory, categorization theory, and a large database of 2,134 effect sizes from research spanning 1990–2020, the authors address these mixed findings through a meta-analysis to develop empirical generalizations. The results show that parent brand equity and extension fit positively influence extension success. However, the multifaceted dimensions of these two drivers have differential effects. For example, among the fit dimensions, usage fit has the weakest effect. While the results suggest an overall positive interaction effect between the two drivers, a fine-grained perspective that considers the drivers' various dimensions reveals differences. For example, brand familiarity appears to have a lower interaction effect with extension fit than the other dimensions of parent brand equity. Furthermore, the authors provide a comprehensive analysis of five groups of moderators: contextual factors (parent brand, extension, communication, and consumer factors) and research method factors. The authors offer managerial and future research implications for the design of brand extension strategies. [ABSTRACT FROM AUTHOR]

An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., "Lyft" rather than "Lift"). However, little is known about how this brand naming strategy impacts consumers' beliefs about the brand and, ultimately, their willingness to support it. Eight experimental studies demonstrate that, in general, consumers are less likely to support unfamiliar brands whose names are spelled unconventionally compared with brands that use the conventional spelling of the same word. This occurs because consumers perceive the choice of an unconventionally spelled name as an overt persuasion attempt by the marketer and thus view the brand as less sincere. Using mediation and moderation, the authors demonstrate that these effects are driven by persuasion knowledge and show robustness by employing different types of unconventional spellings. The studies suggest that although marketers may choose unconventional spellings for new brands with the goal of positively influencing consumers' perceptions, doing so may backfire. However, unconventionally spelled names do not produce a backfire effect when the motive for selecting the name is seen as sincere. Further, unconventionally spelled brand names may even be desirable when consumers are seeking a memorable experience. [ABSTRACT FROM AUTHOR]

This systematic literature review enhances paradigmatic/metaphysic analyses by examining how value-based commitments, intellectual personae, and stances impact the diversity, relevance, and consideration of ethics in gender research published by the top-tier marketing journals in the past 30 years. Theoretical contributions (1) explain how commitments to research values and practices constitute personae and particular stances toward research, (2) attribute value commitments to quantitative/positivist as well as qualitative/neohumanist research, and (3) implicate stances that favor particular theories and procedures and in turn enable the hierarchical development of gender research and its marginalization in the field. Recommendations elaborate the analytic, reflexive, and administrative training and research activities that will foster and reward more relevant, accurate, and ethical research on gender in the marketing academy and in industry. This work is of interest to persons dealing with gender identities, communities, and social issues, those working for greater gender representation and participation in firms and civic organizations, and those concerned with leveraging better marketing research for a better world. [ABSTRACT FROM AUTHOR]

The marketing literature has long recognized the positive relationship between advertising spending and sales at the firm level. However, this literature overlooks country-level heterogeneity of both the advertising channel and retail format evolution, limiting global managers' understanding of the heterogeneity and evolution of advertising channels and retail formats across country markets and, therefore, managers' ability to effectively formulate a global marketing strategy that adjusts for such differences. The authors call for a glocal approach when considering the association between ad spend by media channels and retail format sales at the country level, accounting for country institutional environments. They explore this topic using a 29-country, seven-year unbalanced panel data set. The authors find that there is substantive heterogeneity in ad spend by media channels and retail format sales across countries. Further, they find that changes in ad spend in specific media channels are positively associated with changes in related retail format sales at the country level, whereas the associations between changes in ad spend in media channels with unrelated retail format sales are more nuanced. The findings are informative to international marketing managers navigating the complex and ever-evolving retail landscape and highlight the importance of thinking globally while acting locally. [ABSTRACT FROM AUTHOR]

This research investigates the impact of Virtual Reality (VR) as a tourism marketing tool on forming virtual destination image and behavioral intentions among potential outbound Iranian tourists. With limited empirical studies on this topic, the study bridges the research gap by exploring the role of VR in shaping tourists’ perceptions and intentions. The applied quantitative research involves 302 participants, and the data is analyzed using the structural equation method in Smart PLS Software. The findings reveal that the sense of presence in the VR environment directly influences virtual cognitive and affective images, which affect the overall virtual image and subsequently behavioral intentions. This study provides valuable insights for marketers and destination managers to utilize VR for enhanced tourism marketing strategies. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Prior research on catch-up strategies often provides insights from the technology-related perspective and ignores some non-technological factors. Through the multi-case study of China's smartphone industry, we develop a theoretical framework explaining how latecomer firms catch up through diverse strategic choices. We identify two strategic paths that latecomer firms follow to catch up and surpass the incumbents. One path is to explore new business opportunities via deep market insights and then combine them with building up product technologies. Another path is from product technology build-up to market insights exploration. Firms following this path usually start with building up essential technologies and act as fast followers for new market insights. Then, as they continue developing their technological strengths, these firms devote efforts to improving their ability to capture new market insights. This study challenges the 'first imitation, then innovation model' discussed in the literature and shows that latecomer firms can pursue cutting-edge innovations in their early activities. The research also shows that, unlike previous studies, the technology build-up is not the only path to help latecomers catch up and challenge incumbent leaders. [ABSTRACT FROM AUTHOR]

This article proposes a structural framework for the joint estimation of tourists' daily personal expenditures (intensity) and length of stay (extensity). We reconceptualize commonly accepted exogeneous determinants of both outcomes into a set of exogenous antecedents pre-existing the travel decision and a set of endogenous mediators that capture the role of market exchange after the travel decision and corresponding choices are made. Findings reveal that the effects of some exogenous factors, such as gender, income, and motives on total spending are fully mediated within the intensity and extensity components, absent of any direct impacts. Other factors, such as nationality, appear not to influence spending due to offsetting mediated effects. As these forces are difficult to discern via reduced-form modeling, the proposed structural framework provides tourism managers with deeper insight into the footprints of established expenditure determinants, potentially improving upon the efficacy of marketing strategies. [ABSTRACT FROM AUTHOR]

Casinos operate in a competitive environment. Relationship marketing has become a central focus of casino marketing practice. However, the literature lacks any clearly identified marketing strategies for customer acquisition and retention. This article employs a systematic literature review method to identify and delineate acquisition and retention strategies for the casino sector. The findings revealed measures and antecedents for customer acquisition, retention, casino consumption, and loyalty. The study draws on these findings to present a conceptual model that categorizes customer acquisition and retention strategies. Suggestions and recommendations are highlighted for practitioners and researchers. [ABSTRACT FROM AUTHOR]

Blind boxes have swiftly emerged as a prominent marketing strategy in tourism. Based on information gap theory, this research aims to explore how to optimize marketing effectiveness through varying levels of information gap. Findings show that a moderate-level information gap triggers stronger impulsive purchase intention than a high-level information gap, with curiosity and anxiety perception mediating the effect. Moreover, consumers with a low-risk propensity are particularly sensitive to the impact of the information gap level. These findings contribute theoretically and provide practical guidance for optimizing the marketing of plane ticket blind boxes. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study aims to determine the factors that influence marketing strategy and marketing performance in SMEs of souvenir food. Entrepreneurial Orientation (EO), Marketing Orientation (MO), and Unique Resources (UR) are used as independent variables to drive Marketing Strategy (MS) and Marketing Performance (MP). Using a purposive technique, data was collected from 248 SMEs souvenir food, consisting of owners and managers. The research method employed is descriptive correlational, using Structural Equation Modeling (SEM) with the SmartPLS 4 program to analyze the data. The findings of the study reveal that EO, MO, and UR play a significant role in enhancing marketing strategies and improving the effectiveness and direction of marketing performance due to their interrelatedness. [ABSTRACT FROM AUTHOR]

This study examines the extent to which the "Serambi Nusantara" city branding influences tourists' visiting interest and decision-making to visit Penajam Paser Utara. A sample of 400 respondents will be randomly selected using the Slovenian method to determine the sample size, and they will participate in a survey using a structured questionnaire. The findings of this research are expected to provide significant insights into the effectiveness of city branding in influencing tourist behavior and its relevance for developing improved tourism strategies in the region. The analysis results indicate that the city branding significantly affects tourists' visit interest and visit decisions with a contribution of 74.7% and 63.7%, respectively, while visit interest itself significantly influences visit decisions. This research can inform tourism marketing strategies and city branding initiatives aimed at boosting tourism in areas that may possess unique characteristics and challenges. [ABSTRACT FROM AUTHOR]

Companies spend their social media advertising on several platforms, including Facebook, Instagram, TikTok, and Xiaohongshu. The proliferation of technology and the increasing accessibility for individuals to establish careers on social media platforms have led to the emergence of influencer marketing as a strategy that can foster consumer engagement within these platforms and perhaps impact brand loyalty. This study examines the effect of influencers marketing approach in the Malaysian context, taking into consideration the growing prominence of this phenomenon. This study utilized descriptive analysis to offer generalizable recommendations for companies regarding the effect of adopting the influencer marketing approach as a strategic method. The findings of this study provide valuable insights for companies seeking to develop their marketing strategies and promote consumer engagement to expand their market position. [ABSTRACT FROM AUTHOR]

A digital marketing strategy using humorous gimmicks can steal the company's attention because it attracts the audience's attention and can increase brand awareness of a Pocari Sweat product. Aiming to find out what marketing strategies can be used on social media and whether digital marketing strategies using humorous gimmicks can grow brand awareness of a product, this research uses a descriptive qualitative method using theory from Dentsu; in this theory, there is the AISAS model, namely (Attention, Interest, Search, Action, Share). The research results show that a marketing strategy using humorous gimmicks can provide added value to brand awareness because it has a strong appeal in the eyes of the audience and can entertain the audience. The clever gimmick content strategy used by Fadil Jaidi has proven to be an effective digital marketing strategy that impacts brand awareness of a product. From informants' responses and netizen comments on his Instagram account, the audience does not see endorsement advertising content because of the interest built through the humorous gimmick presented. The content created by Fadil Jaidi has also successfully increased the audience's buying interest, thus influencing the social media of brands or products that Fadil Jaidi collaborates with. [ABSTRACT FROM AUTHOR]

The present study aims to explore the service quality determinants in historic centers (HC) by applying a user-generated content analysis with indicators of the TOURQUAL protocol for evaluating the quality of tourist services as the theoretical basis. We analyze 7,849 reviews from 9 HC (5 Brazilians and 4 Portuguese), from January 2019 to September 2020, available on TripAdvisor and Google Maps platforms. The findings demonstrate that the dimensions of technical quality, experience, and environment are the most identified among the reviews. Additionally, we noticed a lack of use of Unesco titles as marketing strategy. The research proposes a model of importance for dimensions of quality of service in historic centers that enables managers to improve the quality of tourist services. [ABSTRACT FROM AUTHOR]

This research investigates how individuals' regulatory orientations influence their utilization of store promotions through two meticulously designed studies in distinct contexts. The first study examines innate cognitive inclinations, while the second manipulates cognitive orientations within specific contexts. The findings reveal a significant relationship between regulatory orientations and store promotion usage, which is moderated by impulsivity and engagement levels. Importantly, this study addresses a critical gap in the existing literature by examining the same concept from two distinct cognitive perspectives, enhancing our understanding of the intricate interplay between regulatory orientations and store promotion utilization. The implications are twofold. Firstly, for retailers, this research offers practical significance by suggesting in-store promotions specially tailored for promotion-oriented individuals and more deliberative out-of-store promotions to capture the attention of prevention-oriented individuals, ultimately enhancing marketing effectiveness. Secondly, from a theoretical standpoint, this study contributes to a deeper understanding of the complex relationship between regulatory orientations, cognitive processes, and consumer behavior, thus enriching the theoretical foundation of the field. This research is particularly relevant to scholars and practitioners in marketing, psychology, and retail management, providing valuable insights into consumer behavior and the formulation of marketing strategies. [ABSTRACT FROM AUTHOR]

The observed money demand in the U.S. had a stable negative relation with the interest rate up until the 1990s. After this period, this relation fell apart and has never been restored. We show that the central bank's ability to gather information, referred to as market intelligence (MI), matters to generate an upward‐sloping money demand curve. We calibrate the model to the U.S. data for the period from 1990 to 2019 and show that MI helps to match the money demand. We also show that it is beneficial for the society, since it mitigates the inefficiency associated with asymmetric information. [ABSTRACT FROM AUTHOR]

In the 16th century at the latest there were strong political, cultural and literary ties between the Iberian Peninsula and the Dutch speaking regions in north western Europe. Literature in general and especially romances from the 'south' were printed, translated and adapted in Dutch. After an introduction in which the contribution presents a short overview of the translation and adaptation of Iberian romances in Dutch the focus will be on the 'Amadijs' tradition especially. For the first time the Spanish source and the 'Amadijs' are compared, including an analysis of the paratextual elements of the first Dutch edition of 'Amadijs' (1546), which clearly shows that Nuyts did not follow his source as an inspiration for the design of his edition, but copied the design of earlier Dutch editions of narratives as a marketing strategy. Part four shows that the Dutch 'Amadijs' was obviously read by everyone in the early modern period. [ABSTRACT FROM AUTHOR]

Global mobile marketers are intensifying efforts to promote mobile applications, yet little literature addresses the effectiveness of these strategies on consumer adoption. This study investigates the impact of two mobile marketing strategies—in-app coupons and group-coupons—on mobile app adoption, considering the installed user base moderation. Utilizing data from a Chinese shopping mall, this study shows that both strategies can foster adoption, with opposite moderating effects from existing adopters. Two experiments validate social influence and scarcity perception as underlying mechanisms. These findings highlight the dynamic nature of mobile marketing, urging global mobile marketers to consider this in their strategies. [ABSTRACT FROM AUTHOR]

In the digital age, the intersection between marketing and sports management becomes increasingly relevant to the success of sports organizations. This article addresses the evolution and complex dynamics between these two areas, emphasizing the need for innovative and adaptable strategies. Through a comparative analysis of traditional versus digital methodologies, the study highlights how technology, data analysis, and the digital engagement of fans represent critical levers in building strong sports brands and generating sustainable revenue. Exploring various digital marketing tactics — including social media, content marketing, and augmented reality — the article showcases how they can be leveraged to maximize fan engagement and loyalty. Additionally, the critical role of effective management is discussed, highlighting how advanced data analysis and technological innovations can improve sports performance and organizational operations. Through selected case studies, the paper illustrates practical applications of the discussed theories, thus providing an applied perspective and knowledge base for practitioners in the field. In conclusion, the article proposes a series of strategic recommendations, underscoring the importance of continual adaptation to the changing digital landscape to ensure success and sustainability in the sports world. This work aspires to serve as a valuable resource for both researchers and professionals in the fields of marketing and sports management. [ABSTRACT FROM AUTHOR]

This article examines the adaptation of marketing to the evolution of the information society and the impact of advanced digital technologies on marketing strategies. In an era dominated by the rapid flow of information, organizations need to adjust their tactics to respond to the needs and behaviors of modern consumers. The author explores the role of data usage and big data analysis, digital marketing and online influencers, as well as personalization and customer experience as key elements in contemporary marketing. Integrating these aspects into marketing strategies can support building stronger customer relationships, achieving greater relevance in the market, and meeting business objectives in a competitive and dynamic environment. The paper provides a comprehensive perspective on current trends and future directions in modern marketing, highlighting the need for continuous adaptation to technological and social changes in the context of an evolving information economy. [ABSTRACT FROM AUTHOR]

This study investigates how travelers' decisions to attend the Cikadongdong River Tubing activity are influenced by online marketing and electronic word-of-mouth (eWOM). The study employed a quantitative and associative technique, collecting data using a Likert scale questionnaire and selecting a sample of one hundred visitors using deliberate non-probability selection. The data was analyzed using SPSS version 25. The findings demonstrate that online marketing (X1) and eWOM (X2) both strongly and favorably affect the decision to visit (Y). This illustrates the importance of digital engagement for the tourism sector and demonstrates the necessity of effective online marketing strategies and favorable eWOM for attracting tourists to the Cikadongdong River Tubing site. [ABSTRACT FROM AUTHOR]

Marketing strategy is crucial and has a significant impact on businesses or enterprises. One key aspect of marketing strategy is the use of digital technology and social media. With technological advancements, companies can reach a broader audience and interact with them more personally and in real-time. This program aims to improve the effectiveness of digital promotions and the quality of services through content creation, building customer loyalty, and enhancing service quality. The implementation methods include company needs surveys, the creation of customer loyalty programs, content creation, and documentation. The outcomes include developing employees' skills in creating engaging and humorous promotional content, innovating in promotional content selection, increasing engagement on TikTok and Instagram, and positive customer responses to customer loyalty initiatives. [ABSTRACT FROM AUTHOR]

The efficient treatment of anxiety-related disorders and memory recall is significant, regarding the occurrence of these disorders and their relationship with poor psychology operational. Thus, this study aims to measure the modern evidence on the efficacy of CBT on anxiety- disorders and memory recall in elderly in Amman, Jordan. Quasi-experimental intervention was conducted combined with qualitative approach. Purposive sampling method was used to sample 46 elderly resident in Amman. Feedback and observation were used to collect qualitative data. The tests of “The State-Trait Anxiety Inventory” (STAI), “Rey Auditory Verbal Learning Test” (RAVLT), and Narrative Recall Assessment (NRA) were used to collect the data. SPSS 25.0 and NVivo software analyzed the data. The findings show that the Cognitive Behavioral Therapy program has a positive effect on anxiety decreasing, memory function and recalling in elderly people. Three major themes emerged “improved coping, increased confidence, positive engagement”. The positive findings highlight the importance of personalized CBT interventions in improving mental health among elderly people residing within an institutionalized care setting. The study contributions, recommendations, and future directions were explained at the end of the study. [ABSTRACT FROM AUTHOR]

Bamboo breeding strategies are essential in realizing "Bamboo as a Substitute for Plastic (BASP)". This review article aims to explore the crucial role of breeding strategies in achieving the substitution of plastic products with bamboo as outlined under the BASP Initiative. Firstly, we address the issue of plastic pollution, along with the background of reducing the market share and demand for plastic products. It categorizes the types of bamboo products that can fully or partially replace plastic products in various categories, such as daily necessities, building materials, and industrial products. Then, we investigate which bamboo species can replace which plastic products and propose the need for bamboo improvement. Furthermore, it presents data from positioning observation research stations for bamboo forest ecosystems in China and outlines the essential traits necessary for bamboo substitution, including characteristics like long internode length, extended fiber length, thick culm wall, and optimal cellulose-to-lignin content ratio, among others. Finally, we discuss breeding methods and genetic improvement as key strategies to achieve bamboo substitution and suggest the potential of enhancing bamboo traits to serve as a viable replacement source for plastics. This comprehensive approach aims to enhance bamboo's growth features and physical properties to meet the criteria for substituting bamboo for plastics effectively. [ABSTRACT FROM AUTHOR]

Despite the steady rise of electric vehicles (EVs) in other countries, the Philippines has yet to capitalize on its proliferation due to several mixed concerns. Status, socio-demographic characteristics, and availability have been the main concerns with purchasing EVs in the country. Consumer segmentation and analysis for EV acceptance and utility in the Philippines were determined in this study due to the need for understanding consumer preferences and market segmentation towards EVs in the Philippines. A total of 311 valid responses coming from EV owners were collected through purposive and snowball sampling approaches. The data were collected via face-to-face distribution and online distribution of a questionnaire covering demographic characteristics for market segmentation. Demographic data such as gender, age, residence type, car ownership, and income were used to identify consumer segments using the K-means clustering approach. Jupyter Notebook v7.1.3 was used for the overall analysis, and the number of clusters was optimized, ensuring precise segmentation. The results indicated a strong correlation between car ownership and the ability to purchase EVs, where K-means clustering effectively identified consumer groups. The groupings also included "Not Capable at All" to "Highly Capable" individuals based on their likelihood to purchase EVs. Based on the results, the core-value customers of EVs are male, older than 55 years old, live in urban areas, own a vehicle and car insurance, and have a monthly income of more than PHP 130,000. Following those are high-value customers, considered target users expected to use EVs frequently. It could be posited that customers are frequent purchasers of products and services. Based on the results, high-value customers are male, aged 36–45 years old, live in urban areas, own a car, have car insurance, and have a monthly income of PHP 100,001–130,000. Both of these should be highly considered by EV industries, as these characteristics would be the driving market of EVs in the Philippines. The constructed segmentation provided valuable insights for the EV industry, academic institutions, and policymakers, offering a foundation for targeted marketing strategies and promoting EV adoption in the Philippines. Moreover, the sustainable marketing strategies developed could be adopted and extended among other developing countries wanting to adopt EVs for utility. Future works are also suggested based on the study limitations for researchers to consider as study extensions, such as a holistic approach to EV adoption that considers environmental, social, and economic factors, as well as policies and promotion development. [ABSTRACT FROM AUTHOR]

Purpose: Drawing on the organizational learning and relational governance literature, this study aims to advance a theoretical model to explain the export performance of emerging market export ventures. Design/methodology/approach: This study selects quantitative methodology because the main objective of this study is to explore the role of export ventures' performance (past) on guanxi networking, co-creation marketing strategies and present performance. Findings: The empirical evidence suggests that guanxi networking and co-creation strategy can mediate the relationship between export venture performance in the preceding year and export venture performance in the following year. In addition, this study also provides some guidance for emerging market export ventures on how to build a strong guanxi networking and create opportunities for collaboration when the effect of export performance in the preceding year on current performance is absent. Originality/value: The authors propose the inclusion of strategic guanxi networking-related factors (e.g. top executives' ties with business-to-business customers, such as distributors in the host market) in the prior performance-current performance paradigm. The outcomes of this study also contribute to extant organizational learning theory research by integrating preceding performance research with the co-creation theory. The study offers new insights into organizational learning and relational governance from the emerging market perspective. [ABSTRACT FROM AUTHOR]

This research endeavor was conducted with the objective of discerning and prioritizing the determinants that influence the execution of green marketing strategies by Iraqi executives operating in the oil and gas sector. The research adopted a mix methodology, wherein factors were elicited through thematic analysis in the initial phase and subsequently assessed through AHP in the subsequent phase. At the first part, a comprehensive review of a related scholarly articles published between the years 2018 and 2024 was diligently carried out. The data gleaned from these articles was subsequently analyzed and categorized utilizing the advanced MAXQDA software 18. Consequently, a total of 5 overarching categories of factors that play a pivotal role in influencing the implementation of green marketing strategies were identified: economic and political factors, competitive factors, organizational factors, governmental factors, social awareness, and environmental factors. At the second part, through the utilization of the Analytical Hierarchy Process (AHP), a total of 10 engaged Iraqi oil industry executives took part in the prioritization endeavor. The outcomes reveal that economic and political elements wield a paramount influence on the implementation of eco-friendly marketing strategies. This investigation furnishes valuable perspectives for executives and decision-makers within the Iraqi petroleum sector, facilitating a deeper comprehension of the fundamental factors that impact the embrace of eco-friendly marketing strategies and the formulation of efficacious approaches for sustainable advancement. [ABSTRACT FROM AUTHOR]

Analyzing unstructured text, e.g., online reviews and social media, has already made a major impact, yet a vast array of publicly available, unstructured non-text data houses latent insight into consumers and markets. This article focuses on three specific types of such data: image, video, and audio. Many researchers see the potential in analyzing these data sources, going beyond text, but remain unsure about how to gain insights. We review prior research, give practical methodological advice, highlight relevant marketing questions, and suggest avenues for future exploration. Critically, we spotlight the machine learning capabilities of major platforms like AWS, GCP, and Azure, and how they are equipped to handle such data. By evaluating the performance of these platforms in tasks relevant to marketing managers, we aim to guide researchers in optimizing their methodological choices. Our study has significant managerial implications by identifying actionable procedures where abundant data beyond text could be utilized. [ABSTRACT FROM AUTHOR]

This study examines the effects of social interactions, including online review quality and source credibility, on consumers' risk perception and purchase intention in e-commerce based on the Stimulus-Organism-Response (S-O-R) model. Further, it investigates the role of risk-related feelings (immediate negative emotions) in consumers' decision-making journeys. We used Structural Equation Modelling (SEM) to analyze 405 online questionnaires. Our analysis reveals that review quality and source credibility lower perceived risk and risk-related feelings while enhancing purchase intention. Moreover, it indicates that the online decision journey is twofold and varies based on emotions. Our results have considerable theoretical and practical implications. We enrich consumer risk perception and behaviour literature by incorporating social interactions and risk-related feelings. We also provide several impactful suggestions for marketing strategies for e-commerce businesses. [ABSTRACT FROM AUTHOR]