This comprehensive Handbook makes the persuasive case that maximizing customer equity is a strategic imperative. This beautifully curated assembly of the best thinkers on this topic will give the reader a deeper understanding of the key elements of customer equity and valuable guidance on how to overcome the implementation challenges. Everything you need to know about customer equity is right here in one place.' - George Day, University of Pennsylvania, US'An exceptionally comprehensive and superbly scholarly volume on the emerging research on customer equity. It is a rare collection of world class scholars who have contributed to this' Handbook.' - Jagdish N. Sheth, Emory University, US Customer equity has emerged as the most important metric to manage firm performance and value. The Handbook of Research on Customer Equity in Marketing explores the tactical and strategic issues related to understanding, measuring, managing and implementing this tool. Customer equity is the total combined customer lifetime values of all of a company's customers and includes Value Equity, Brand Equity and Relationship Equity. It determines the true value of a company in that it considers the future revenue of the customer base relative to other companies. Through a combination of perspectives, this Handbook analyzes the topic and considers risk alongside strategy and offers state-of-the-art research on the field. Covering all bases, it begins with exploring the evolution of customer equity and concludes with implications of customer equity implication for the future. Drawing upon the wisdom of a global pool of leading scholars, this Handbook serves as a comprehensive and authoritative guide on customer equity for marketing scholars, practitioners, and students. Contributors: L. Aksoy, E.T.Anderson, R.N. Bolton, A. Christodoulopoulou, Y. Dong, M. Eisenbeiss, P.S. Fader, M. Haenlein, D.M. Hanssens, B.G.S. Hardie, T.L. Keiningham, J. Kim, T.J. Kim, G. Knox, Y.A.Komarova, M. Krafft, N. Krishnamoorthy, V. Kumar, S. Lee, D.R. Lehmann, R.P. Leone, M. Lewis, A. Luo, M. Nejad, S.A. Neslin, A. Pansari, K. Peters, J.A. Petersen, G. Ramani, W. Reinartz, R.T. Rust, D.E. Sexton, D.E. Shah, G. Shukla, B. Skiera, R. Srinivasan, S. Srinivasan, C.O. Tarasi, R. Venkatesan, P.C. Verhoef , J. Villanueva, T. Wiesel, S. Yoo

This book closely examines the concept and theory of 'future' from a multidisciplinary perspective, focusing on the practice of forecasting, especially in its interaction with complexity. It highlights the relations between forecasting, decision-making and strategy, mixing technical arguments (but minimal mathematics) with ideas from psychology and philosophy. Rich with examples, the book highlights the role of values and attitudes in deciding how to look at the future. Written in a casual but precise style that makes the ideas easily digestible, it helps corporate strategists, practicing futurists, and researchers in the field of strategy or public planning gain a fundamental perspective on the future - before starting to predict things.

This book develops a comprehensive framework for creating sustainable new business approaches on a massive scale. It relates the power of entrepreneurship, investment and technology to four areas in which progress is urgently needed to get out of the world's current impasse. These are: game-changing innovations in companies; a way forward for the global fashion industry that reconciles competitiveness and worker dignity; turning around the energy crisis; and restoring capital markets to being the funders of human progress and prosperity that they once were-the pieces of the puzzle that is our future. Numerous case studies and actionable guidelines show how to concretely get the job done.

This book presents economic and socio-cultural perspectives on globalization from emerging markets. It explores the links between globalization and development, and reveals the dynamics, strengths and weaknesses, trends in and implications of globalization in emerging market economies. Gathering papers by leading experts in the field, it shares essential insights into the history and status quo of globalization processes and structures; identifies the opportunities provided by and risks posed by globalization; and sheds light on the way to global peace. The topics addressed range from globalization development within the Group of Twenty (G20), populist events such as "Brexit" as a form of historical irony, and a zeitgeist analysis of the globalization spirit; to the evolution of higher education and public administrative systems under the weight of globalization; not to mention emerging topics such as the informal economy and new rules for fleecing the South in the newly globalized trade system.

This book provides readers with cutting-edge techniques that can be applied to energy and environmental economics. Further, it highlights the effects that both globalization and economic growth have on the environment. In addition to offering a broader perspective on the relationship between environmental pollution, energy consumption and economic growth, the book studies the relationship between economic growth and environmental damage by drawing on the theoretical hypothesis of the Environmental Kuznets Curve. The book presents new econometric techniques and innovative approaches to the study of the energy economy. Accordingly, it can be used to help analyse the current state of the energy economy, the environment and globalization, and can serve as a theoretical reference manual for doctoral students and academics seeking new analytical techniques.

This book focuses on how rivalry influences fan perceptions and behaviors, the role of organizations to responsibly promote rivalries, and discusses how to decrease negative and group-member deviance surrounding sport rivalry. Rivalry is a phenomenon that helps organizations and participants increase their output while also engaging fans. The author argues that the goal of rivalry should be to increase engagement and interest in the product without stepping over a sometimes invisible line resulting in fan or group member negativity, deviance, and violence. Through the introduction of two scales that specifically measure how group members react to out-groups in the sport setting, this book offers scholars deeper insights into what rivalry means and how it can be used to responsibly promote the sport product.

The aim of this book is to offer up-to-date insights into the challenges for international firms represented by managing their marketing mix in "distant" countries, especially considering the role played by cultural distance. Building on the famous McCarthy's "4Ps," and on the concept of "cultural distance," the book outlines some key challenges and opportunities for firms that manage international marketing policies about "product," "price," "place," and "promotion" in culturally distant markets. At the same time, the book looks at extant conceptualizations and approaches considering the evolving environmental forces, which are contributing to further challenges for firms that are confronted with changing economic and social scenarios. Indeed, markets and societies are increasingly affected by multiculturalism, and new patterns in consumers' behaviors have emerged due to the proliferation of digital technologies and, more recently, due to several market disruptions such as the COVID-19 pandemic. How do firms manage culturally distant and increasingly evolving cultural environments is a relevant topic worthy of discussion from both a theoretical perspective and a practice-based approach, through the analysis of real-world case studies. Researchers of cross-cultural marketing and practitioners intending to get acquainted with the latest research on the topic would particularly benefit from this book.

Over the past few decades emerging markets have experienced an increased share of global manufacturing service within the fashion industry, coupled with an increasing market share, particularly for women's mid-market apparel. In order for fashion firms to succeed in these markets it is crucial to gain an understanding of the state of the industry, macro-environmental factors, traditions and religious beliefs. A one-size-fits-all approach to global fashion marketing strategy now requires a step-change; fashion firms require dedicated strategies which fit the need of the fashion brands that are operating or seeking to operate within emerging markets. In this contributed volume, authors shed light on fashion marketing strategy for emerging economies and recognise these markets as major growth centres. Chapters explore core topics such as brand management, sustainability, digital marketing, analytics and data science. Covering a wide range of emerging markets, chapters provide case studies from China, India, Ethiopia, Romania, Turkey, Brazil and Nigeria, among others. This book responds to the growing demand for research, information, recommendations and insight from practitioners, entrepreneurs and academics who are eager to understand marketing strategies, tools and technologies that will work within this unique industry.

European shipyards face a rising competition in the global market. Christopher Sauerhoff investigates such aspects as a shipyard s market expertise, its practical experiences and its cooperative activities. He analyzes whether there is a relationship between each of these aspects and those resources and capabilities constituting the basis for a shipyard s competence in the field of services. The author conducts focused interviews with 26 experts from the shipbuilding industry. Based on the findings of the interviews, he subsequently carries out an international survey addressed to shipyards management representatives. The results indicate that there is the chance for European shipyards to improve their position in the global shipbuilding industry by offering not only customized high-tech ships of best quality, but also technical service packages and therewith adding further value for their customers."

This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own well-being. The book, through the case study on the adoption of cut flowers and upscaling non-floral goods, provides insights on how deal proneness and high price sensitivity pose challenges to many market retailers. It also proposes how to go about resolving these challenging issues in retail through the alteration of perceived reasons to consume. The author also examined social media marketing narrative that two direct-to-consumer floral goods sellers used, to guide consumers away from the social and cultural baggage of consumption, thereby giving more consideration to products reshaping consumers' motivation, and driving the purchase. Heeding the findings of floral startups that awakened consumers' aspirations to redefine their everyday personal lives, and making such aspirations a profitable business, this interesting case study suggests that it is time to revisit the appeal of conspicuous consumption in the present-day Chinese markets. Anyone interested to learn more about the Chinese consumers and their novel consumption habits would find the book a useful reference.

This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the evolution of corporate branding theory that has developed from an identity approach rooted in signalling theory to an understanding of brands as co-created by multiple stakeholders. She then develops and elaborates the latter approach by formulating and explicating the CCB approach, within which a brand is conceptualized as a discursive brand space grounded in a performative and interactional ontology. Brand discourses are produced in a number of conversational spaces inhabited by both human and non-human actors. Seeing that non-human actors have agency, hybrid agency and ventriloquism are key notions in the CCB approach, and the role of the brand manager is to function as a practical author. The CCB approach is explicated and sustained by five chapters that each elaborate on a certain aspect of CCB and demonstrate the theoretical points in a number of analyses (the process of brand creation, the set-up of conversational spaces, the role of materiality and macro-actors, frame games, and the brand manager as a practical author). The data in the analyses originates from a case that is used throughout the book. Written for scholars and university students within the field of branding and organizational communication, this book represents an area of developing interest within the field of marketing.

Brands - corporate, products, service - today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.

Businesses need strategies that determine the direction of functioning and further development. If a company deals with several multifaceted businesses, each of them subsequently requires their own strategy. The issue of strategy creation and realization is a key factor that must receive the closest possible attention. In order to assure victory and be thoroughly prepared for various directions and situations that may arise, companies create their own unique strategies. This book is primarily aimed at suggesting the necessary repertoire of knowledge and skills for strategy creating with the help of the TASGRAM integrated system - Thinking, Analyzing, Strategy, Goals, Risks, Actions, and Monitoring. The main outcome of TASGRAM is a combined strategic table: business strategy, corporate strategy, goals, risks, actions, and monitoring. Each element in TASGRAM has a concrete goal and it helps users become more focused. Creating Business and Corporate Strategy: An Integrated Strategic System offers a new tool for company strategy creation, showcasing various cases and examples based on theory and practice. Unlike the existing tools, the suggested system of strategy creation is simpler and definite. Its main purpose is to help create and further develop the created strategy, making this book especially valuable to researchers, academics, practitioners, and students in the fields of strategy, leadership, and management.

This book examines the behavior of high-tech startups and important aspects of innovation ecosystems in Brazil. It discusses how the local business environment boosts startups and high-tech entrepreneurship, leading to the most successful implementation of technology parks and incubation movements in Latin America. In the first part, the chapters explore the experience of Brazilian high-tech startups with regard to innovation, funding, background of the entrepreneur and their efforts entering international markets. The second part is dedicated to innovation ecosystems and explains the role of business incubators, acceleration programs, and university entrepreneurship in the country.

Planning your new business starts here. This invaluable guide arms entrepreneurs with all they need to know to research and analyze potential markets-key steps in constructing effective marketing plans, establishing sound financial forecasts, and finding backers. The Entrepreneur's Guide to Market Research is a must-have for anyone who wants to start or expand a business. This fact-filled, actionable book offers a step-by-step guide to researching and documenting the market potential of any product or service, something that is an essential-and too-often overlooked-part of constructing a workable business plan. Author Anne M. Wenzel, herself a principal in a market research firm, takes entrepreneurs through the process of assessing such things as market size and growth, market trends and needs, emerging technologies, competition, and distribution patterns. She discusses types of market research and makes it clear what market research can and can't do to improve the chances of success. Finally, the book shows entrepreneurs how to document findings as part of a well-written business plan that will be invaluable for their own decision-making and can also be shared with potential partners, lenders, and investors. Worksheets for compiling demographic information, templates for market analysis and the business plan, and a grid for analyzing the competition Case studies showing how entrepreneurs have used market research information to develop profitable business strategies A business-plan template with guidelines for each section Tips and insights for completing market research in each chapter Online and community resources in each chapter Bullet point summarizing steps at the end of each chapter

For graduate and upper-level undergraduate marketing research courses. For over 30 years, this text has provided students with the information they need to understand and apply multivariate data analysis. Hair et. al provides an applications-oriented introduction to multivariate analysis for the non-statistician. By reducing heavy statistical research into fundamental concepts, the text explains to students how to understand and make use of the results of specific statistical techniques. In this seventh revision, the organization of the chapters has been greatly simplified. New chapters have been added on structural equations modeling, and all sections have been updated to reflect advances in technology, capability, and mathematical techniques.

Transhumanisms and Biotechnologies in Consumer Society offers new, critical perspectives on the impact of 'life-enhancing' technological advancements on consumer identity positions and market evolutions. Technoprogressive innovations that include body modification technologies and reproductive technologies have enabled people to transcend bodily constraints. In parallel, they provoke necessary, critical interrogation around human capabilities, technological possibilities, gender equality, feminism, personal identity, bioethics, markets and morality. The contributions in this book re-evaluate these topics and elucidate some of the vexed relationships between consumers of biotechnologies and markets they consider restrictive or misleading. Secondly, by illustrating consumers' questioning of and resistance to biomedical, market imperatives, they highlight how the notion of consumer sovereignty, consumer influence over markets, has now advanced into novel forms of consumer activism made manifest through contemporary health justice movements. The chapters in this book also uncover profoundly personal consumer accounts on coping with and managing bodies-in-transition, focusing on illness, self-perception, survivorship and the vicissitudes of these corporeal experiences. This book will allow readers to understand how accelerated technological market changes are being experienced and creatively countered at the societal and individual level. The chapters in this book were originally published as a special issue of Journal of Marketing Management.

This book is the product of a team-teaching course entitled, "Issues in Economic Development" offered to the final-year students of Department of Economics and Finance at Hong Kong Shue Yan University. In this volume, the authors comprehensively survey world's most controversial issues in economic and political affairs. Topics in this volume cover Christianity-Islam confrontation; ISIS and anti-terrorism; North Korea and Taiwan-Strait Crises; China's rise as a global power; Brexit; Artificial Intelligence; Bitcoin; same sex marriage; global warming; happiness and well-being. This book can be used as a reader or textbook in courses such as "International Political Economy" and "International Development", or as a reference for scholars and policy makers.

Providing in-depth analysis, this book enables readers to understand the theoretical aspects of personal selling and explores the difficulties of selling services which are sensitive to cultural, age and gender differences, and to customers originating from diverse cultural zones. Agents and personal sellers must be aware of these differences and be familiar with the expectations of customers. Cross-cultural Personal Selling provides extensive empirical research results with special emphasis on competences, skills and qualifications of personal sellers which are necessary for successful, effective and efficient promotion campaigns aimed at customers from different cultures. Academics of international marketing and promotion will find this study extremely useful, as well as practitioners looking to expand their knowledge on personal selling.

Methods for Consumer Research, Volume Two: Alternative Approaches and Special Applications brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of emerging methodologies and their innovative application. The book puts consumer research in-context with coverage of immersive techniques and virtual reality, while also looking at health-related Issues in consumer science, including sections on food intake and satiation. Other sections delve into physiological measurements within the context of consumer research and how to design studies for specific populations. In conjunction with the first volume, which covers new approaches to classical methodology, this book is an invaluable reference for academics working in the fields of in-sensory and consumer science, psychology, marketing and nutrition. With examples of the methodology being applied throughout, it serves as a practical guide to research and development managers in both food and non-food companies.

Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market. What determinants are inducing these changes in consumers` needs, perceptions, attitudes, values, and finally, purchasing behavior? This edited collection offers a comprehensive description of the consumer behavior process and the determinants that affect it in the era of digitalization. This book offers a holistic perspective of consumer behavior in the 21st century in different European cultures that are characterized by new technologies, including smartphones, AR, IoT, AI, and social media, as well as cultural changes and the Covid-19 pandemic. The first part of the book is devoted to characteristic phenomena in consumer behavior in the era of digitalization, such as changes in the consumer buying decision-making processes, e-commerce, prosumers' and consumers` attitudes towards innovations. The second part will describe the consumers, their decision-making processes, with examples from almost all geographical regions in Europe, including Germany, Spain, Italy, Finland, Poland and Russia. Both individually and collectively, the contributors provide discussion points and practical implications resulting from the changes observed in consumer behavior in each country. European Consumers in the Digital Era provides a comprehensive overview of digital consumer behavior, offering timely insights for scholars and researchers. It will also appeal to postgraduate students of related fields, including marketing, innovation and sociology.

This textbook is an introduction to game theory, which is the systematic analysis of decision-making in interactive settings. Game theory can be of great value to business managers. The ability to correctly anticipate countermove by rival firms in competitive and cooperative settings enables managers to make more effective marketing, advertising, pricing, and other business decisions to optimally achieve the firm's objectives. Game theory does not always accurately predict how rivals will act in strategic situations, but does identify a decision maker's best response to situations involving move and countermove. As Nobel Prize winner Thomas Shelling noted: "We may wish to understand how participants actually do conduct themselves in conflict situations; an understanding of the 'correct' play may give us a bench mark for the study of actual behavior." The concise and axiomatic approach to the material presented in this textbook is easily accessible to students with a background in the principles of microeconomics and college mathematics. The selection and organizations of topics makes the textbook appropriate for use in a wide range of curricula by students with different backgrounds.

Country of origin and consumer ethnocentrism are evolving constructs as consumers' perception of country, state, or region changes over time. Understanding consumer motivations and attitudes towards a country and its products can provide valuable insights for marketing strategies. This book explores the phenomena of consumer ethnocentrism and country-of-origin effect on the food market using examples from Polish retailers. The book aims to determine how appeals to the domestic or foreign country-of-origin provided through claims, symbols, labels, and quality signs can affect consumer attitudes and food purchase intentions as well as to contextualise consumer behaviour issues in the broader picture of the entire system of food production and distribution. The reader will gain a comprehensive understanding of consumer ethnocentrism and country-of-origin effect on the food market based on a series of original research studies conducted in Poland. The combination of quantitative and qualitative research methods provides novel and valuable insights into the phenomena under study. Based on original research, this innovative volume will be a valuable resource for consumer behaviour, food marketing, and international marketing scholars and students.

The objective of this book is to contribute to the role that consumer behaviour research plays as a well established research discipline in an international context. This book outlines the state of the art in consumer behaviour and provides insights into new developments including the emotional and cognitive as well as social factors influencing consumer behaviour.

This book is a fascinating treatment of ethics, governance, and anti-corruption initiatives from a public sector management perspective and is especially relevant for an Africa looking to benefit from the recently launched Africa Continental Free Trade Area. This second part of a two-volume set spans a wide array of contemporary issues. Chapters explore the challenges related to building an ethical climate in Africa's public sector, what the imperatives of anti-corruption initiatives should be in Africa, ethical orientation in promoting project performance, corporate governance in Zimbabwe's local authorities and the role of NGOs/CSOs in promoting public sector accountability. On digitalisation, the book discusses the management of Tanzanian public service integrity in the digital era and digital innovation towards sustainable public sector administration in Africa. Public sector management, ethics and corporate governance academics, students, managers and policy makers will find this edited volume critical to improving public sector management in Africa.