1,721,185 research outputs found
Social networks: the future of marketing for small business
Full text linkPurpose – The authors review recent developments in online marketing strategy that demonstrate the growing power of online communities in building brand reputations and customer relationships. Design/methodologies/approach – This work draws upon the results of an ongoing research project that is investigating the use of new technologies by entrepreneurial growing businesses in the London area. A range of examples from our 30 case study businesses are drawn upon to illustrate some of the opportunities and threats associated with these new marketing priorities.<br/
The IT productivity paradox: evidence from the UK retail banking industry
No full textThis article addresses causes of the so-called 'information technology productivity paradox' in the context of UK retail banks. It investigates why massive investments by retail banks in information technology are not being translated into significant productivity gains, given that successful implementation of new technology is particularly important in increasingly competitive banking environments
The learning organisation: myth or reality? Examples from the UK retail banking industry
No full textThis article considers the issue of learning in the context of new technology projects that have recently been implemented in the UK retail banking industry. Continual changes in the business environment have focused attention upon the need for organisations to "learn" if they are to retain their market positions. Interviews were conducted with 42 bank managers and industry consultants over an 18 month period. Five case studies of major new projects are drawn upon which provide evidence that learning from past mistakes, or even building upon past successes, continues to be the exception rather than the rule. As a result, even successful projects had a limited impact upon the activities of the organisations as a whole. It is concluded that reluctance to disseminate lessons learned throughout the organisation means the full potential offered by new technologies will continue to elude banks until their apparently complacent attitude towards learning is addresse
eGovernance: managing or governing?
No full textDeveloping hand in hand with e-Business in its use of information and communication technologies (ICTs), e-Government emerged in the 1990s with the promise of a more accessible, efficient and transparent form for public institutions to perform and interact with citizens. The successes-and some critics say, general failures-of e-Government initiatives around the world have led to the development of e-Governance-a broader, more encompassing concept that involves not only public institutions but private ones as well. Taking a multidisciplinary approach, this book explores e-Governance in theory and practice with an analytical narrative from heterodox perspectives. Covering such essential issues as global governance of the Internet, the European Knowledge Economy, the transformative promise of mobile telephony, the rise of e-Universities, Internet accessibility for the disabled and e-Governance in transition economies, this book draws on contributions from experienced academics and practitioners with an expertise in an emerging field. In addition, each chapter includes such features as discussion of key issues that draw on case studies in order to facilitate significant discussion questions
Marketing the e-Business
No full textSince the much-hyped dot.com crash, treading the e-business path can be daunting. In these increasingly uncertain and cynical times, this useful text unpicks the challenges of e-Marketing for many types of business. It uses topical case studies and accompanying web material to provide an up-to-date study of effective marketing strategies. Topics include:*Multi-channel marketing strategies*Change Management*Lessons learned from the dot.com crash*Branding, e-Retail and relationship building*Digital divides, privacy and data security.Providing a new approach to the subject matter, this book analyses the benefits of e-Marketing as a tool for improving efficiency and effectiveness rather than business revolution. Considering the practicalities of marketing in an e-Business context, it is the first book of its kind to voice such a rigorous argument for the importance of e-Marketing, and a crucial text for anyone studying or practicing e-Business
Effective use of mobile communications in e-government: how do we reach the tipping point?
No full textThis paper investigates what is needed to make the mobile phone a more effective tool for the interaction between government and governed. Recent studies have shown that a significant proportion of the UK population have no intention of accessing the Internet; however, it is reported that there are more web-enabled mobile phones than there are PCs in the UK. Mobile phones may thus offer the most viable electronic channel through which to encourage large-scale take-up of online public services. Although people have integrated mobile phones into their everyday lives, we argue that unless there is a substantial change in social practices the much heralded 'm-government' will take a significant amount of time to become a reality. Despite these ongoing challenges, mobile technologies offer huge potential to represent mainstream government/citizen interaction. The paper will draw upon case studies of best practice from around the world to investigate the emerging ways in which large-scale usage of this type of government/citizen interaction can be achieved
The future of the independent travel agent: the need for strategic choice
Full text linkThis paper provides a contemporary example of the disruptive impact of new technology upon industry structure, through investigation into the ongoing viability of retail travel agents in an industry where technology is a key driver of change. The Internet has provided opportunities for major travel suppliers to target customers direct, potentially circumventing the traditional distribution channel through the travel agent.The data has been obtained from questionnaires, telephone interviews and personal experience of managing a tour operator and a travel agency, plus material from trade organizations such as ABTA. The objective was to identify potential opportunities for independent travel agents to respond to the challenges of disintermediation. The respondents provided a variety of perspectives as they included sales staff at the customer interface right through to key industry leaders.The paper concludes from the data analysis that the independent travel agent has a future provided it makes appropriate investment in technology, works closely with niche tour operators and creates competitive differentiation by focusing on specialist markets where core assets such as staff expertise can add value to the buying process and prevent the customer from going it alone.The research indicates that the Internet is complementing rather than replacing existing business priorities in the travel industry. While sales of dynamically packaged products through Internet technology are growing at the expense of more traditional holidays, the latter still represents a significant aspect of the overall travel business. Travel agents can potentially add value in both of these business areas
The revenge of the gifted amateur… be afraid, be very afraid…
No full textPurpose – The purpose of the paper is to demonstrate the characteristics and impact of “gifted amateurs” who are maximising the potential of Web 2.0 technologies to grow their businesses creatively and in a cost-effective manner. They are “punching above their weight” in their dealings with larger competitors who are less exposed to these new skills and more restricted in their structures. Design/methodology/approach – A total of 378 small businesses in the South East of England are surveyed and 30 detailed empirical case studies charting the activities of these “early adopters” of Web 2.0 tools are developed. Findings – Proactive “gifted amateurs” can systematically raise their profile through blogging, networking and judicious use of search engine optimisation techniques. They are competing effectively against larger organisations by applying network effects to their marketing activities, often circumventing the need for increasingly complex IT systems by continuing to rely upon cost-effective Web 2.0 tools and their own networking skills as the business grows. Practical implications – Technology has now developed to the point where the entry costs and barriers to remote and collaborative working have disappeared. “Gifted amateurs” can acquire new online marketing skills and secure IT systems, plus the ability to network and collaborate globally if necessary on knowledge projects, by creating virtual (and even disposable) organisations without having to commit themselves to a traditional IT infrastructure. Therefore they can avoid reliance on IT suppliers and grow their businesses in more flexible ways. Originality/value – By recording the characteristics and experiences of these early adopters, this paper is one of the first to document the significant changes in business growth patterns and priorities that these tools are starting to facilitate. <br/
e-Economy: rhetoric or business reality?
No full textAs dot.com became dot.bomb, the hype that surrounded the meteoric growth of the network economy has given way to realism, or even scepticism, about the potential of ICT as a source of new business models. It is now appropriate to reflect critically on the e-economy hype, and to use this as a way of looking forward to new, more realistic possibilities. Using a business and socio-economic framework, this book investigates a range of challenges for restructuring the e-economy. This framework includes operations management, human resource management, e-learning, e-retailing, e-marketing, e-government, enterprise culture and digital divide. Divided into four themes (the changing business environment, knowledge management, learning in the public domain and e-business practices within and between organizations), each chapter considers the international context and critically explores a key aspect of the e-economy. Rigorous yet still retaining the accessible format which distinguishes all the volumes in this series, this book provides a thorough critique of the prospects facing businesses in the new economy and will be of interest to anyone studying e-business/commerce
Fit for purpose: placing the PLE at the centre of marketing education
No full textThis paper evaluates how marketing educators can develop appropriate curriculum content and the supporting personal learning environments (PLEs) made possible by developments in social technologies. As educators we should be preparing students for a business world where interactive technologies are disrupting relationships with customers who are participating in social networks, creating and sharing content, and building relationships with each other (Gordon 2010; Libai et al. 2010; Hennig-Thurau et al., 2010).PLEs can be conceptualised in terms of 1) technology choices available to individuals to help them manage their learning, 2) features of the study programme which help to formalise this approach, 3) technological infrastructure provided by the university as a whole (adequate wifi connectivity and bandwidth, secure web access etc) and 4) culture changes that are required for staff to operate effectively within this environment. Our paper focuses on the development of PLEs at the programme level while recognising the relationship with and dependence on these other factors.We discuss a case study of the marketing curriculum and associated personal learning environment developed at the University of Southampton. We introduce the ‘new Marketing DNA’ as a model for the curriculum, developed through grounded research in marketing practice. It reflects the pervasive role of technology in terms of the implementation of ‘social’ marketing culture and communications, and also management of the vast amounts of customer data created via social media. These developments are mirrored in the learning environment itself; the move from one-way transmission of knowledge to the discursive nature of classes, the need to include ‘live’ material in reading lists and the use of social media within the classroom, for example via live tweeting. Although we received positive feedback from students, only a few really ‘bought in’ to the integral role of the PLE in the learning process and went on to sustain the recommended activities throughout their course. The success stories, can, however, be drawn upon to inspire next year’s cohort. Our experience suggests that continual reinforcement throughout the programme of study is necessary to counteract entrenched student expectations of, and staff preference for, a more traditional learning experience.<br/
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