1,720,999 research outputs found
Building Market Orientation in an Arts or Cultural Institution
No full textOur paper investigates the concept of market orientation in the artistic or cultural institutions.
Our starting point is the thesis that the concept of market orientation must take into account
the characteristics of this specific industry. We conducted an exploratory study through
semi-structured interviews with managing directors and marketing managers of 23
institutions. It allows us to propose a new operationalization of the market orientation in the
cultural industry. The antecedents and consequences identified are also compared with
certain models in the literature and empirical results over the last decade. Their differences
are also explored
Humanizing a superhero: an empirical test in the comic book industry
No full textOne of the most firmly-established and widespread marketing policies in the comic book industry is the humanization of superheroes as a strategy to achieve success, especially for characters populating the Marvel Universe. However, there is no clear evidence of how exactly artists actually and operatively create human superheroes, and whether those variables truly affect sales of comic books. To address those two issues we run a quali-quantitative study by interviewing experts, and regressing sales on a broad range of variables of comic books gathered through content analysis and secondary data sources. Our findings show that humanization is not as powerful as expected in driving sales of comic books
Measurement Equivalence in Cross Cultural Research: the Case of Formative Measurement Models
No full textWagner R, Wetzels M, Winklhofer H. Measurement Equivalence in Cross Cultural Research: the Case of Formative Measurement Models. In: Troilo G, ed. Rejuvenating Marketing: Contamination, Innovation, Integration, Proceedings of the 34th EMAC Conference. 2005
Causal Effects of Export Promotion on Internal Determinants of Firm Export Performance: Empirical Evidence from a Developing Country
No full text
Mobile phone consumption and implications for SMS marketing
No full textThis paper reports on a Q-methodology study on the consumption of mobile phone s and opinions on SMS-marketing, extract ed from interpretive interviews and focus groups. The Metaphors Qsort,developed within a framework of Holt's (1995) four metaphors of consumption, identifies three experiential value clusters in the consumption of mobile phones: the Mobile Pragmatists, the Mobile Connectors and the Mobile Revelers. The SMS-marketing Q-sort identifies two key clusters of subjective opinions on various aspects of SMS-based mobile-marketing . By integrating the findings from these two Q-sorts, we demonstrate that while all three value clusters express positive opinions towards 'location specific' and 'customer initiated contact' SMSmarketing,there are noticeable differences in how marketers should develop their strategies to maximize the consumers' perceived experiential value derived from the consumption of their mobil e phones.No Full Tex
Exploring the effectiveness of virtual product placement on recall and recognition of new brands
No full textThis paper investigates the effectiveness of virtual product placement as a marketing tool by examining the relationship between brand recall and recognition and virtual product placement. It also aims to address a gap in the existing academic literature by focusing on the impact of product placement on recall and recognition of new brands. The growing importance of product placement is discussed and a review of previous research on product placement and virtual product placement is provided. The research methodology used to study the recall and recognition effects of virtual product placement are described and key findings presented. Finally, implications are discussed and recommendations for future research provided
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