61 research outputs found
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Sun Tzu, the art of war and its implications on innovation and target marketing
No full textThe author presents the study of Sun Tzu, The Art of War (TAW), from the innovation and marketing perspectives, applied in general organization and firm framework. This study aims to examine the flexibility, variation of actions and innovation of TAW and its application to create situational and organizational advantages for organization (firm). The relationship between TAW
and marketing is also discussed considering that there is very little literature establishing the link between the TAW and target marketing. This study provides a background for research on the combined effect of TAW, innovation, target marketing and their synergy to boost competitiveness of organizations (firms)
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Enhancing human resource development and practices in the Industry 4.0 with charismatic and transformational leadership
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Human resource development requirements in industrial revolution 4.0.
No full textHuman resource is the asset for a nation’s development and growth. The skilful human resource will enhance the nation’s productivity and directly contribute to the economy growth. At the country level, a nation’s human resource development (HRD) policy and human resource trainings schemes will catalyst for the growth of the workforce’s productivity, especially in the Industrial Revolution 4.0 which requires advanced technological knowledge and specialists in particular fields such as digitalisation, artificial intelligence and quantum computing. This chapter discusses the HRD in developed, developing and less-developed countries and raise awareness and attention of organisations as well as nations to develop and train up human resource for the future growth of the countries
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The relationship between distinctive capabilities, innovativeness strategy types and the export performance of small and medium-size enterprises (SMEs) of Malaysian manufacturing sector
No full textThis study was conducted to investigate the relationship between distinctive capabilities, innovativeness, strategy types and the export performance of SMEs in the Malaysian manufacturing sectors. The conceptual framework is developed based on the distinctive capabilities, innovativeness, strategy types and the export performance. This study is based on a sample survey consisting of 121 SMEs in the manufacturing sector. Using structured questionnaires, the data were collected by mail as well as interviews with owner-managers of the SMEs. The finding indicates that there is no significant relationship between distinctive capabilities, innovativeness and the strategy types on the export performance of SMEs
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Developing a brand for the Sabah State in Malaysia: empirical research among its tourists
No full textThis paper examines the importance of evaluating Sabah state’s image as an ecotourism destination. Like consumer products, states are increasingly trying to brand themselves in order to appeal more strongly to the tourism market. Consumers continue to rely on country and state images to pick their tourism destinations. According to the literature review, effective state branding should reinforce positives images, thereby providing a competitive advantage in world markets. The important role of identity in branding is discussed, and the process of image evaluation as a self-analysis process leading toward building a strong destination brand is considered. Image evaluation is important for Sabah state as an ecotourism destination. This study addresses the theory and practice of country branding, providing recommendations for Sabah state’s ecotourism branding. The study proposes that Sabah be associated with its natural beauty and offers a number of recommendations derived from branding theory. Brands have been considered as marketers’ key tool for creating product differentiation (Kotler and Gertner, 2002). According to Kapferer (1998), the two functions of brand are to distinguish different products and to indicate a product’s origin. Konecnik (2004) indicated that destination branding is a new research area. State branding is important because consumers rely heavily on country or state images to make their economic decisions. The concept of ecotourism requires careful management to ensure ongoing sustainability through a strategic balance of numbers and yield. The key to achieving an optimal return on tourism investment is to develop and manage the ecotourism brand by identifying and understanding the target audience—in other words, to get into the heads of the audience (stand out) and deliver ecotourism branding messages in a way that they will understand them. Under globalization, countries need brand themselves on four different dimensions: public diplomacy, tourism, exports, and foreign investment dimension (Vicente, 2004). Kapferer (1998) explained that brand identity comes from the sender’s (manager’s) side while brand image relates to the receiver’s side. With the brand position in place, state branding can be developed through promotion, publicity, marketing, the Internet, etc. Sabah state has the potential for a strong ecotourism product as it has been nominated as one of the new seven wonders of nature. Measuring the equity of the state brand from the tourist’s perspective will provide the input necessary for Sabah state branding. According to Kotler (2002), a brand’s purpose is two-fold: i) serve as a “major tool to create product differentiation” and ii) represent a promise of value. From a consumer’s viewpoint, a brand is above all a shortcut to a purchasing decision. Consumers often do not take the time to compare and contrast products, even when differentiation is possible based on product characteristics. Furthermore, de Chernatony and Dall’Olmo (1999) indicated that successful service brands result from well-nurtured relationships, evolving from the consumers for particular values. This conclusion is supported by Keller (1998), who indicated that brand name is an important element that often captures the central theme of a product or service. Therefore, logos and slogans could assist the consumer to remember and recognize the features and meaning of the brand. This can applied to country and state images as well. Jaffe and Nebenzhal (2001) reviewed the theoretical underpinnings of country image for products and provided useful insights into how it can be managed by countries, industries, and firms. Papadoupulos (2002) devoted a special issue on country branding, bringing together contributions from the leading experts in the field. Anholt (2003) also argued that developing countries can increase their competitiveness and therefore reduce economic disparity through effective branding.Arnold (2002) indicated that branding relates to the way in which customers perceive and buy things. In this sense, marketers typically distinguish three levels in a brand: essence, benefits, and attributes. The essence of the brand is a single simple value, easily understood and valued by customers. It is the personality of the brand, and the element that is distinctive in the market. The benefits delivered by the brand (emotional, status, image) should match the needs and wants of the consumer. Finally, the attributes—directly noticeable and tangible characters (colors, shapes, functions, and graphics)—should do the same
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The relationship between distinctive capabilities, strategy types, environment and the export performance of small and medium-sized enterprises on the Malaysian manufacturing sector
No full textThis study was conducted to investigate the relationship between distinctive capabilities, strategy types, environment and the export performance of SMES in the Malaysian manufacturing sectors.The conceptual framework is developed based on the distinctive capabilities, strategy types, environment and export performance.This study is based on a sample survey consisting of 121 SMES in the manufacturing sector. Using structured questionnaires,the data were collected by mail as well as by interviews with owner-managers of the SMES. The findings indicate that there is no significant relationships between distinctive capabilities and the export performance of SMES. However, the findings shows that there are significant relationship between differentiation strategy type and the export performance of SMES. The findings also show that there is a significant environment moderating effect on the relationship between the differentiation strategy type and the export performance of SMES
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Capitalizing value of brand name: application of Aaker's Brand Equity Model
No full textThis paper discusses the need for capitalizing value of a brand name. The importance role of
Aaker’s Brand Equity Model, alternative branding approaches and image evaluation for analysis
leading to building a strong brand is discussed. This paper addresses three integral components of
brand identity – brand name, logo and slogan, which generate the positive result for brand identity, image consistent with brand’s vision and mission
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