Rethinking the bottom of the pyramid: Towards a new marketing mix

The purpose of this study is to re-conceptualize the conventional marketing mix for Bottom of the Pyramid (BoP) markets and propose a revised framework by reorganizing the elements based on the customer perspective while retaining the principles of services marketing. Primary data was collected through a questionnaire with a sample size of 400 people from both urban and rural markets in the BoP. Findings indicate that the needs and perspective of the BoP members is distinct from the Middle of the Pyramid (MoP). Managers should consider this point while formulating marketing mix strategies for BoP markets. The present study is the first of its kind to present a revised marketing mix framework for customers in the BoP markets. The framework comprises five Ps, including personalization, product, place, the process of service delivery and price. Thus, a theoretical contribution is made in the context of service marketing and the BoP.     

L'innovation dans les services à forte intensité de connaissances (SFIC)†

This article examines the determinants of innovation in knowledge intensive business services (KIBS), generally hypothesizing that differences in the effect of the determinants of innovation depend on the type of innovation developed within KIBS. The study results are based on estimates of two econometric models using data from a survey of 392 firms in the province of Ontario, Canada.     

Social media-based analysis of cultural ecosystem services and heritage tourism in a coastal region of Mexico

Understanding spatial patterns of visitation and benefits accrued to different types of natural and cultural heritage tourists may have important implications for the sustainable management of their destinations. We investigate cultural services accrued to local, domestic and international visitors to the Usumacinta floodplain, a coastal region with one of the highest biological and cultural diversities in Mexico. We combine analysis of social media photographs and high-resolution land cover mapping to identify different cultural services and their association with specific ecosystem and land cover types. Hotspots for international tourists are spatially restricted to well-known and accessible sites. Locals are 2.2–2.5 times more likely than international visitors to be associated with aesthetic appreciation and birdwatching. Locals upload more photographs of coastal lagoons, mangroves, beach and sea. Results are analyzed in light of land cover changes in the region and provide valuable information to decision makers for improved tourism management and conservation strategies.     

Mobile phone network data reveal nationwide economic value of coastal tourism under climate change

The technology-driven application of big data is expected to assist policymaking towards sustainable development; however, the relevant literature has not addressed human welfare under climate change, which limits the understanding of climate change impacts on human societies. We present the first application of unique mobile phone network data to evaluate the current nation-wide human welfare of coastal tourism at Japanese beaches and project the value change using the four climate change scenarios. The results show that the projected national economic value loss rates are more significant than the projected national physical beach loss rates. Our findings demonstrate regional differences in recreational values: most southern beaches with larger current values would disappear, while the current small values of the northern beaches would remain. These changes imply that the ranks of the beaches, based on economic values, would enable policymakers to discuss management priorities under climate change.     

Augmented reality experiences and sensation seeking

Studies about augmented reality (AR) largely discuss the design of applications and adoption behaviours of the AR system. Attempts to understand user experiences with AR are scarce, especially in the field of tourism. This paper contributes to this gap by identifying travellers' experiences with AR applications when obtaining travel information. More specifically, this study applied the concept of sensation-seeking to segment travellers to better understand their AR experiences. An online questionnaire was designed and completed by a sample of 1042 study participants who all used an AR app in the course of this study. The results demonstrate the applicability of sensation-seeking to explain heterogeneous AR experiences. Of the four sensation-seeking elements, experience-seeking and boredom-susceptibility were identified as key elements to classify the travel groups in the context of AR applications. Managerial implications for tourism marketers are suggested.     

Towards a taxonomy-based preferred-customer model for suppliers in air cargo express service markets

Drawing on social exchange and push–pull–mooring theories, this paper develops a taxonomy-based preferred-customer model for B2B air express markets. Our model extends the conventional bilateral customer-supplier relationship perspective of customer portfolio management to include competition effects for more comprehensive (trilateral) strategic decision making. Based on this unified framework, our a survey of 180 customers of air cargo express carriers identifies three distinctive groups of preferred customers. In addition to the effect of competitors on air express carriers’ prioritization of customers, which is further complicated by a satisfaction paradox and spurious loyalty, we further establish classification indicators for differentiating preferred from non-preferred customers. Notably, although commonly used in practice, we find sales volumes to be ineffective for that purpose.     

Are firms ready to use big data analytics to create value? The role of structural and psychological readiness

In this study, we leverage Information Technology (IT) readiness literature and resource-based view (RBV) to investigate the impact of firm structural and psychological readiness on firm value creation, as mediated by big data analytics usage. The proposed research model is empirically validated using survey data from 179 senior IT managers. The findings demonstrate the importance of both structural (i.e. IT infrastructure capability, tools functionality, employee analytical capability, and bigness of data) and psychological readiness (i.e. IT proactive climate) in enhancing firm value creation through big data analytics usage. These results provide interesting theoretical and practical insights.     

Collaborative cost-cutting: productive efficiency as an interdependency between public organizations

Collaboration between public sector organizations is typically understood as a response to complexity. Agencies collaborate in order to address complex, cross-cutting policy needs that cannot be met individually. However, when organizational size is a constraining factor in public service efficiency, collaboration can also reduce costs by capturing scale economies unavailable to organizations of sub-optimal size. Using organization theory, the article conceptualizes these two different triggers for public sector collaboration, and builds a framework for tracing their wider impact upon the formation, operation, and outcome of inter-agency partnerships. The framework is illustrated, and its implications for future research are explored.     

Small system dynamics model for alleviating the general practitioners rural care gap in Ontario,Canada

The disproportionate concentration of healthcare professionals in urban areas is a concern in many countries, including Canada. A need to address this rural care gap has driven a large number of government led initiatives worldwide over the years. This paper presents a model that can be used as a tool to examine the efficacy of such policies on the workforce distribution in the long term. A small system dynamics model is employed to simulate the current and future distribution of general physicians at a jurisdictional level. The model represents the transition of general practitioners to provide insight into the dynamics of care provision over time. The movement, and competition, between rural and urban areas is modeled to enable detailed exploration of the ability for proposed measures to alleviate the care gap in the future. Among the tested policies are such commonly used initiatives as financial incentives to rural professionals, promotion of medical education in rural areas, expansion of rural education programs and the engagement of international medical graduates etc. We demonstrate how the model can be used as a tool to determine an efficient and well-chosen combination of policies which can help alleviate the rural care gap in the future, given that some policies are more effective than others alone but also combined with other initiatives. The presented small system dynamics model is tested on Canada's reality, but its simple nature lends itself to easy application to other countries that experience a similar problem.