This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Featuring contributions presented at the 2019 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Edinburgh, Scotland, the theme of this proceedings draws from the Scottish Enlightenment movement of the mid-Eighteenth Century, which centered on ideas of liberty, progress and the scientific method. The core values of this movement are being challenged by the rapidly changing, globally shifting and digitally connected world. The contributions presented in this volume reflect and reframe the roles of marketers and marketing in incorporating and advancing the ideas of the Scottish Enlightenment within contemporary marketing theory and practice. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. The series deliver cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

In Mastering Market Analytics, Robert Kozielski presents various measurement systems and marketing metrics, along with common mistakes made by organizations and managers in the process of measuring business activities, and illustrates how to avoid these mistakes. The new turbulent business environment has resulted in the decrease in effectiveness and efficiency of marketing activities, resulting in 50% of campaigns in social media remaining unnoticed by the public in 2016 alone. Response rates on emailing campaigns have dropped, one dollar invested in TV advertising generates only .32 cents of return, which all leaves the question of whether these activities are still effective in the contemporary world. What does effective marketing actually mean and which areas can be measured while assessing organizational effectiveness? Do sales and marketing benefit only the company or do they also generate value for customers? With over twenty years of experience in world markets, Kozielski takes lessons and case studies from Eastern Europe to delve into 76 indicators, divided into four groups: sales, distribution, marketing communication, and ecommerce and social media, exploring from both the strategic and operational points of view. Linking applicable descriptions of the metrics with systems of measurement for these marketing activities and results, Kozielski's work is of interest to marketing scholars and MBA students.

This edited volume brings together research on symbiotic themes of entrepreneurship, resource planning, and regional development and their impact on global-local business imperatives. Discussions in this volume critically analyze the convergence of entrepreneurship, innovation, technology, business practices, public policies, political ideologies, and consumer values for improving the global-local business paradigm to support regional development. This book also delves into contemporary entrepreneurship models, converging business strategies towards entrepreneurial and industrial alliance in manufacturing, services, and marketing organizations. It contemplates the development of new business models and hybrid entrepreneurial perspectives to match the changing priorities of regional economic development in developing countries. This volume offers scholars new entrepreneurial visions and business perspectives of industries in emerging markets, while presenting a more integrated view to enable companies to innovate for long-term profitability and sustainability.

This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the 'last frontier' of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world's youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.

Scholars have only recently begun to pay attention to Bottom of the Pyramid (BOP) marketing, and interest is growing on the subject amongst both marketing academics and practitioners. Organizations including HUL, P&G, Godrej, Nestle and Cavin Kare, amongst many others, have started to seriously market their products and services to poor consumers. However, as both academic and practitioner focus on BOP evolves, it is clear that marketing practitioners lag behind the research output in this area. Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets is written to provide much needed attention to this new and growing research area. It will fulfill a gap in the market by expanding the current avenues of academic research, as well as providing a key insight into the area which is sure to be the next growth engine for organizations as they begin to think about marketing to poor consumers. Aimed primarily at marketing practitioners and scholars, this book will prove useful to organizations looking for deeper insights on how they can successfully position their products and services to poor consumers, as well as how they can purchase or source products and services from poor producers.

This book summarizes the evolution of modern macroeconomics (New Consensus Macroeconomics, NCM) and proposes a new approach to theoretical and empirical analysis, which is based on a recently developed dynamic stochastic general equilibrium (DSGE) model. Dynamic macroeconomic analysis in emerging market economies is challenging, and of growing importance in the global economy, where emerging markets are becoming more and more influential. Clearly, a deeper understanding of the inner workings of emerging economies, particularly with respect to their socioeconomic structure and the urbanization process, is needed. The book's extends the NCM/DSGE model to better account for significant economic and social features in emerging market economies. In particular, household heterogeneities and social stratification are explicitly incorporated into the framework proposed here, substantially enhancing the comprehensiveness of the model economy, and allowing it to better account for underlying social structure in emerging economies. Furthermore, financial and housing markets have not been considered sufficiently in either the advanced or emerging economy literature, an oversight this book remedies. As such, it makes an original and valuable contribution to the field, and a direction for future research.

Research in this book focuses on the strategic behaviour of the State as a shareholder in businesses, and the implications it has for the other shareholder(s) and business performance. It investigates the institutional characteristics of State-linked and State-owned firms (SIEs & SOEs), in emerging markets using Vietnam as a case study with comparative analysis on China and selected ASEAN countries. In doing so, the book adopts an evidence-based approach to explain the State's role as a shareholder in the different aspects of corporate governance, including CEO appointment, board structure and impact of State ownership on business strategy and performance. It highlights the influence of the State as a shareholder by investigating institutional factors consistent with "path dependence" theory, which postulates that the initial and underlying structure of an economy influences its performance. In addition, the book presents empirical evidence of the dynamics of corporate governance arising from interactions between the State and other shareholders, which has not yet been addressed in the literature, and is distinctive in providing new insights from both qualitative and empirical research on how to successfully navigate the emerging market business environments from the perspective of the State as an "owner-participant". Explaining the theoretical constructs in corporate governance in State-invested firms, empirical research methodologies, and results to draw and validate inferences, the book is comprehensive and provides a practical guide for practitioners as well as a reference for academics, undergraduate and postgraduate students. The new theoretical models proposed integrate traditional political-economic and agency theories, which also underpin tertiary business courses and academic research.

The industrial development of emerging markets has been a powerful driver for mergers and acquisitions. The contributions collected in this book assess major M&A deals in the largest emerging capital markets (Brazil, Russia, India, China) and their role in shareholder value creation in the markets' specific business environments. In addition, the book explores various dimensions of M&A deals in order to summarize the main trends in corporate control markets in the largest emerging countries, and how they differ from those in developed countries; to identify deal-performance relationships and the determinants of success or failure; to reveal the drivers for the premium in M&A deals; and to capture market responses to different M&A strategies. By doing so, the book makes a significant contribution to the literature, which has to date largely focused on developed markets.

Providing evidence of the role of human capital on innovation in the Middle East, this edited collection closely examines the unique nature of the workforce in this region. It highlights the challenges that the United Arab Emirates faces in becoming more globally competitive, with emphasis on its unique socio-cultural context and a rapidly changing institutional set up. Filling a growing need for research - particularly in the context of the UAE's ambition to become one of the world's most innovative countries - the authors address six main themes: happiness; employee incentives; the restructuring and integration of employees; inclusion and diversity; employer and nation branding; and human capital and innovation. This book examines the global best practices firms in the UAE need to adopt in order to overcome weaknesses, setting an agenda for future research in the context of human capital and human resource management for the UAE.

The first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill, a leading consultant on the cultural and motivational aspects of gay and lesbian consumer behavior, provides you with important procedures, research, and guidelines that businesses today are following in order to develop successful marketing strategies to this growing target audience. From this updated and revised edition, you ll receive current methods, new data, and sure-fire strategies that will help your company break into this market segment, satisfy intended customers, and boost company sales.Providing you with statistics and data from the first market research study of its kind, the Yankelovich MONITOR s Gay and Lesbian Perspective, this book gives you suggestions on what things need to be done within your company before planning your marketing strategies. You ll benefit from ideas and suggestions in Untold Millions that will help you create consumer-driven market strategies to gays and lesbians, including: recognizing that there are families and relationships in society that are not heterosexual acknowledging age differences and the needs of particular generations attracting customers by circulating non-discriminatory hiring policies through press releases and company memos, installing domestic partner health care plans, and identifying cultural reference points to which gays and lesbians can relate remembering that many gays and lesbians may look at business with cynicism and doubt and may be quick to interpret actions as victimization referring to the Wall Street project before addressing gay- and lesbian-specific issues focusing on the areas of individuality, a need for association, and the need to alleviate stress reserving a post script in your direct marketing letter to remind consumers of your company s domestic partner benefits or if you support a particular gay/lesbian interest organizationUntold Millions contains advice on several other topics, such as corporate legal issues, public information trends and analysis, and changes in gay and lesbian communities to give familiarize you with your target audience. With Untold Millions, you ll be able to develop appealing marketing or advertising campaigns that will satisfy the highly profitable and emerging gay and lesbian consumer market.

Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? It is a best seller because it's written from a student's perspective. Authors Brown, Suter, and Churchill know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.

Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and AI, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision making. Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint. It contains numerous accessible examples, scenarios and exhibits and condenses the disparate array of relevant work into a workable, coherent, synthesized and readable whole. Providing an effective tour of the concepts and ideas most relevant in the age of analytics-driven marketing (from data visualization to semiotics), the book concludes with an adaptive structure to inform managerial decision making. Consumer Behaviour and Analytics provides a unique distillation from a vast array of social and behavioural research merged with the knowledge potential of digital insight. It offers an effective and efficient summary for undergraduate, postgraduate or executive courses in consumer behaviour and marketing analytics or a supplementary text for other marketing modules.

This book focuses on the cultural challenges often faced by international managers and global business operations. In the last few decades, the world has witnessed unprecedented economic turmoil, volatility, and uncertainty which has altered the political dynamics and sociocultural landscape around the globe and directly or indirectly affected international business activities. Further, new markets have opened up in every corner of the world. Brazil, Russia, India, and China, collectively known as BRIC, are strong emerging economic powers similar to the once captivated 'Asian Tigers' such as Hong Kong, Singapore, South Korea and Taiwan which rose decades ago. The emergence of these markets has heightened both the opportunities and challenges for national and international businesses. Multinational firms are gradually expanding in the emerging markets and are expected to become giants in the foreseeable future. As they expand, they also need to assume increasing social responsibilities in a global context, and it is important that the ways business is conducted are developed accordingly. As such, understanding the practices, challenges, and strategies that companies have developed is critical to global firm's success. Against this background, the book highlights the importance of understanding cultural elements when managing multicultural human behaviors in the workplace. Based on conceptual and empirical work, it pushes the frontiers of knowledge of this emerging field in international business setup and management, and explores how globalization is changing the way in which multinational firms formulate their business strategies. "The editors of this text bring a wealth of expertise in this area, as is evidenced by their choice of topics, and the strength of the experts they have invited to contribute to the book. The combined chapters provide both strategic guidance as well as a focus on operational concerns that may arise in international business including expatriation and human resource mobility. The authors not only correctly identify the oncoming challenges, but also present evidence regarding the likely solutions such as culture and innovation and global change management. Overall, this book will be a tremendous resource for scholars in the international business field, but I believe the audience will be much wider. The international team of editors and authors bring a wide range of perspective as well as real-world contextual knowledge that will be useful for scholars and practitioners who seek to leverage culture and human capital to advance international business and drive the global economy. I applaud the editors for their vision and leadership in guiding us through one of the most challenging contemporary research areas and through one of the most pressing challenges of our day." -Dr. Richard L. Griffith, Executive Director, Institute for Cross Cultural Management, Florida Institute of Technology, Melbourne, FL, USA

The world is changing, and so are our donors. In the future, it will become even more important for organizations to find leads, supporters and new donors online - because digitization is a bottleneck in fundraising.This book highlights universal fundraising opportunities. It explains the fundamentals of lead community fundraising and why, especially in digital times, it is important to start with the people - the community. The main topic of the book is the current state of digital fundraising, which is becoming more and more important. More than 45 examples from international fundraising practices provide a valuable foundation for all practitioners in this field.

The Chinese electricity sector is the largest in the world, covering well over 20% of the world's electricity supply. While many other countries liberalized their electricity systems in the 1990s, thereby creating competitive wholesale and retail electricity markets, China's move towards liberalization has advanced at a slower pace - until now. Following the China State Council's publication of the No. 9 document on 'Deepening Reform of the Power Sector', this book reflects on the ambitious new round of reforms aimed at introducing competitive wholesale electricity markets and incentive regulation for its power grids. Written in collaboration with Hao Chen, Lewis Dale and Chung-Han Yang, this book provides lessons for China's reforms from international experience, combining a detailed review of reforms from around the world with specific application to China and focuses on how the industrial price of electricity is determined in a liberalized power system.

This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in the 21st century - educated and conscious, but also impatient, disloyal and capricious. The book is divided into three main parts: the first part discusses the theoretical and legal aspects of consumers' behaviour, analysing the government's role in regulating consumer behaviour and the role of the European Union. The second part then examines organisational strategies, such as omni-channel retailing and branding products. And lastly, the third part describes consumer behaviours in the context of individual products and services, from coffee to energy.

This proceedings volume provides a multifaceted perspective on current challenges and opportunities that organizations face in their efforts to develop and grow in an ever more complex environment. Featuring selected contributions from the 2019 Griffiths School of Management Annual Conference (GSMAC) on Business, Entrepreneurship and Ethics, this book focuses on the role of creativity, technology and ethics in facilitating the transformation organizations need in order to be ready for the future and succeed. Growth and development have always been imperative for people, organizations, and societies and a relevant topic in the management sciences. Globalization, along with dramatic changes in social, cultural, and technological progress, are the main factors that determine the current conditions for development, putting forth a new set of challenges and opportunities that are putting pressure on organisations to adapt. Although technology and creativity seem to be the mantra for success in this new context, issues around the ethics of these two factors also seem to be crucial to the sustainability of growth in organizations. Featuring contributions on topics such as academic marketing, technology in healthcare organizations, ethical issues in hospitality, artificial intelligence and data mining, this book provides research and tools for students, professors, practitioners and policy makers in the fields of business, management, public administration and sociology.

The book focuses more on the study of cruise economy industry chain based on the previous editions and the latest trend of China's cruise economy. It includes the Special Topic: Cruise Economic Reform and Innovation in the New Era, explores Asia cruise economic prosperity index, China's cruise economy whole-industry-chain strategy in the new era, and the development of cruise destinations in the context of the Yangtze River Delta integration. The volume provides a good reference for better promoting the high-quality development of China's cruise market.

If you are a designer, producer, marketer, or researcher creating products for children, it is essential that you are aware of the key differences between children and adults when it comes to user journeys. While children might speak the same language as adult users, what they are actually communicating can be completely different. User Research with Kids explores these differences and more. Author Thomas Visby Snitker walks you through how to best approach user research with children through the processes of conceptualization, design, prototyping, and eventually the launch. Adults who research kids' experiences venture into a familiar yet foreign land where the inhabitants speak a different (yet familiar) language and have different behavioral norms and values. It is important for researchers to decipher and understand this language. Including children in the process will lead to better targeted and better designed products, and User Research with Kids will help you attain this goal. Snitker's useful insights in this book will help professionals and students in all sectors of research, design, and innovation. User Research with Kids will teach you how to better work with children using key approaches, such as understanding what play is and holistically measuring experience from a child's cognitive perspective. Apply research rigor and best practices for your next product launch, and expand your user understanding with User Research with Kids. What You Will Learn Incorporate play and best practice to a research project with kids as (or among) the participants Approach, scope, prepare, execute, and report research projects Choose the method and approach that is best suited for the needs of your project and stakeholders Who This Book Is ForDesigners, producers, marketers, or researchers with kids as the audience, or students.

This book examines India-China relations throughout history as well as in the context of current business cooperation and competition. It also explores geo-political and societal factors, such as religion or class models, that influence and shape bilateral relations, and provides thorough analyses and comparisons of networks between the two countries. This book will appeal to researchers and graduate students interested in India-China relations as well as Chinese and Indian business ties.

This book takes a unique approach to the topic of poverty reduction, primarily employing an international business framework as opposed to the usual economic or political lens. Some of the key ideas explored in the book include: poverty is primarily the lack of choices, not the lack of material possessions; attacking inequality of opportunity might be a more effective means to reduce poverty than attaching inequality of wealth; political systems matter, but individuals and for-profit firms also have a vital and indispensable role in helping to create the wealth needed to reduce poverty; and an effective corporate social responsibility strategy to help reduce poverty may include finding innovative and creative ways to operate profitably in areas of the world where poverty is currently robbing too many people of the opportunity to live their version of the good life. Building on such ideas, the book advocates for private companies to expand operations into the least developed regions of the world as part of their corporate social responsibility programs and to reframe the debates away from ones focused on exploitation and economic nationalism to one of creating opportunities across political borders.

This book addresses one of the most critical issues facing global business leaders and the multicultural workforce - how to work and relate effectively in the intercultural contexts. The author presents business professionals, practitioners and academics with the Collaborative Intercultural Competence Model. Based on solid theoretical assumptions and real intercultural experiences, this model is to help professionals work more effectively across and within cultures. This book expands the traditional presentation of existing knowledge by providing a unified discussion of intercultural communication and its conceptual foundations. The book offers readers with a contemporary insight into the intercultural competence phenomenon and highlights the basis for its experience-based inquiry, assessment and development. A distinctive feature of Intercultural Competence in Organizations is its comprehensive coverage of the intercultural competence framework from both communication and organizational behavior perspectives. This book does not cover traditional areas of international business, international management, global management strategy and policy and cross-cultural comparative management, but focuses on theoretical foundations of intercultural competence and intercultural competence research and practice. The author describes the complex nature of intercultural competence in a straightforward format which helps professionals, practitioners and students to envision a variety of intercultural situations in which they may behave competently. Thus, the conceptual acumen of this title is to understand the premises of intercultural competence, embrace its theoretical assumptions, see its practical applicability, and advance individual intercultural competence. Featuring examples and skill development exercises, this book will be appealing to professionals, practitioners, students, academics and policy makers in the field of international business, management and communication. "Dr. Matveev challenges his readers to develop their intercultural competence so as to make themselves more effective, more humane and more socially skilled in a world that increasingly involves extensive contact across various groups of people." --from the Foreword by Richard W. Brislin, University of Hawaii "Dr. Matveev creates an awareness of intercultural competence by exposing the reader to the theoretical concepts and practical tools. Business people and academics will use this book to recognize and leverage the benefits of cultural diversity." --Berthold Mukuahima, Director of Human Capital, Ohlthaver & List Group, Namibia "Dr. Matveev reveals how intercultural competence of professional multicultural teams helps in achieving corporate competitive advantage and longevity in a challenging globalized world. This book is very useful for managers, scholars and students who want to elevate the efficacy of intercultural relationship in their professional and personal lives." --Srecko Cebron, Management Board Member, Sava Reinsurance Company, Slovenia

- Offers a step-by-step guide through eleven techniques using the common SPSS tool and the steps required to perform analysis =, with a specific focus on marketing and consumer behaviour research. - Introductory textbook for advanced undergraduate and postgraduate students studying marketing analytics, which is a "hot" and increasingly essential topic. - Techniques are fully illustrated by screenshots from SPSS, alongside practical exercises to equip students with the tools to apply statistics in marketing and consumer research. - Support material includes two real datasets to illustrate the techniques' applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes.

This series epitomizes the 2017 Consumer Culture Theory (CCT) conference themes of hyper-reality and cultural hybridization. The partnership of the co-editors, with diverse backgrounds including Caribbean, Mexican and Indian roots, itself depicts cultural hybridity, culminating in a series of fascinating articles written by authors from around the globe. The eleven research papers provide a global perspective on a range of consumer discourses both in the physical marketplace (research on mobility practices within the transportation market in Vietnam; or an examination of stigma in beef consumption practices in India), or in the virtual marketplace (a study of the discourses surrounding the mythic nature of Bitcoin creator, Satoshi Nakamoto; or parental management understood through the media marketplace experiences of black women in Britain). The conference's Best Competitive Award paper is featured; a compelling look at hyper-reality within the world of the Broadway musical, Wicked, examining how new media platforms are used to appeal to new and existing consumers. This series also includes two insightful papers on wine producers and their cultural intermediaries, and on wine tourism, where the authors traverse the globe to better understand market development and consumer engagement respectively. Whether it be an examination of consumer tribes, breast cancer and gender identity, or product gender and design, these authors collectively provide us with unique and riveting perspectives on consumer and marketplace experiences. The series fittingly culminates with a critical look at the emergence of the CCT tradition; an emergence that is both timely and important as this series demonstrates.

This book explores the workplace experiences, opportunities, and challenges that emerge from the nuances of diversity and inclusion dynamics in Latin American and Caribbean countries. While the first part of the book addresses emerging frameworks on diversity and inclusion in Latin America by examining the effects of history, traditions, and cultural differences, the second part offers case studies of country-specific actualities. The authors highlight that despite the many shared cultural aspects of the region, it is not homogeneous and there are significant differences from place to place. It follows then that a variety of cultural differences implies a variety of approaches to workplace values, and more specifically, to the understanding of diversity and inclusion. Examining topics such as gender identity, disability, and racial gaps in countries throughout the region, this book offers scholars a fresh perspective on an emerging region.