1,720,966 research outputs found
E-commerce or S-commerce? A managerial perspective on online customers engagement
No full textE-commerce has rapidly evolved in the last decade thanks to the irruption of the Web 2.0 and the social tools. Using Internet-based media and deploying social commerce, many e-tailers are transforming the ways in which they are building relationships with customers online. Thus, social commerce has the potential to significantly enhance the competitive advantage of a firm by having a positive impact especially on customer relationships and, consequently, on revenue growth.
As a results, there is a growing interest, by both researchers and practioners, in identifying new ways of looking at the customer and in understanding how to enhance customers engagement within online environment as a key issue to success. Although the study of the engagement is not new, there is limited focus on e&s-commerce and online customer engagement. Thus, the present paper aims at exploring the emerging strategies of e-tailers to stimulate customers engagement by attracting and alluring both potential new buyers and existing customers in Italy.
The analysis will be carried out through telephonic or face-to-face in-depth interview with experts in e-commerce and digital marketing. It is expected that results will show how e-tailers are trying to stimulate online customer engagement through social activities and the so called Web 2.0 applications in order to interact and assist consumers in their decision making and acquisition of products and service
Il ruolo della comunicazione nei mercati business-to-business. Un'indagine empirica sul settore estrattivo italiano
No full textCompeting in an omnichannel environment. e-tailers strategies and challenges
No full textIn recent years, it has become necessary for retailers to manage and integrate a variety of channels in order to reach more customers and provide them with a seamless shopping experiences adding new opportunities and challenges to this evolving scenario.
This study investigates how and why e-tailers adopt an omnichannel strategy, which roles and functions they assign to different channels and which effects derive from the adoption of an omnichannel strategy. This work seeks to contribute to the body of knowledge on omnichannel businesses thanks to an exploratory analysis based on 29 in-depth interviews with CEOs and managers of e-tailers firms.
Results show that all interviewees adopt an omnichannel strategy, integrating and coordinating channels and customers’ touchpoints. It has emerged that financial and customer relationship performances are the main drivers that guide the adoption of an omnichannel strategy. Findings also reveal that e-commerce, social networks and mobile are strategic channels to engage with customers. In addition, firms synergistically integrate online and offline channels in order to achieve complementary effects and thus create additional value for customers.
Two are the main challenges that arise from this scenario: marketing and organizational ones. The former involves the reconfiguration of firms marketing strategies, by harmonizing their marketing and communication mix, and their brands. The latter refers to the overcoming of the traditional silos organizational structure in favor of the omnichannel one
The open innovation journey along heterogeneous modes of knowledge-intensive marketing collaborations: a cross-sectional study of innovative firms in Europe
No full textPurpose Previous research focused on open innovation (OI) suggests that enterprises benefit from adopting the journey; however, the relationship among OI, marketing journey and knowledge-intensive innovation marketing activities (KIIMA) remains unclear. The present study proposes a conceptual model of the marketing journey linking heterogeneous modes of marketing collaboration to knowledge-intensive activities. Design/methodology/approach The conceptual model was tested via ordinary least squares (OLS) linear regression based on a sample of data drawn from the Eurostat database. Findings The results indicate that strategies are a robust proxy for evaluating KIIMA, and partnerships, heterogeneous sources of knowledge and different marketing modes for collaboration among European knowledge-intensive firms are core antecedents of KIIMA, such as new-product development and marketing innovation, as well as firms' sustainable competitive advantage. Originality/value This study fills the gap by tracking the role of the journey within marketing collaborations on KIIMA, and it intervenes in the debate about interactive marketing innovation mechanisms. The study contributes to OI, knowledge management and the marketing literature by identifying the heterogeneous modes for marketing collaborations under which the marketing journey enhances knowledge-intensive activities such as those for marketing innovation
Assessing the impact of social media on customer relationship performance
No full textAlthough firms have recognized the potential of social media as key enablers for
relationships building and performance enhancement, there is still a little understanding
of how social media usage affects customer relationship performance (CRP). Using
SEM, this study aims to investigate how social media information generation, internal
information sharing and responsiveness affect CRP. 180 valid and complete
questionnaires were collected from managers of firms operating in Italy. Results show
that social media information generation and social media responsiveness have a
significant and positive effect on the impact of social media on CRP (evaluated by
managers), while internal information sharing does not directly affect CRP. This
research has relevant managerial implications since it shows that, in order to boost CRP,
social media should be used to analyze preferences’ changes and market trends and to
be responsive both in terms of interaction on social media and as regards the adoption
of changes aimed at responding to customers’ exigencies
Are digital technologies killing future innovation? The curvilinear relationship between digital technologies and firm's intellectual property
No full textPurpose: The study aims to understand how digital technologies impact firm’s innovativeness and intellectual capital creation. Precisely, we argue that digital technologies exert a positive influence on firm’s intellectual property, but the relationship is inverse u-shaped.
Design/methodology/approach: Hypotheses are tested through the multiple regression method on a large-scale sample of micro-data drawn from Eurostat. The dataset includes information on European firms.
Findings: At large, evidences seem to confirm that digital technologies may have a positive influence on the creation of intellectual capital and innovativeness of firms. However, the results also suggest that this relationship is not straightforward. By contrast, it seems more inverse u-shaped. Also, some components related to both human capital and relational capital hinder the creation of firm’s intellectual capital.
Research limitations/implications:. The use of a sample exclusively including European firms might limit the span of the research’s results, albeit European Union might be considered a champion of the diffusion of digital technologies.
Practical implications: Practitioners may use the findings of the study to foster the creation of intellectual property and to remove barriers to innovativeness.
Originality/value
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
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