Method for identifying strategic objectives in strategy maps

This paper describes a simple tool for identifying strategic objectives as part of the design of strategy maps, based on the balanced scorecard, and meant to be used in organisations to establish performance indicators. To design the tool, a number of companies that implemented the balanced scorecard were analysed, in order to obtain their methodologies to create strategy maps. Three types of methods were found, different from each other in the way the strategic objectives are defined. By studying the benefits and drawbacks of the three methods, a simple, method was obtained. Basically, the method identifies general and specific strategic objectives and uses a modified SWOT (strengths, weaknesses, opportunities, threats) analysis. This paper also makes an analysis of the type of strategic objectives that the studied companies defined as part of the balanced scorecard implementation process.     

The Use of Triangulation in a Study of Refugee Well-Being

This article illustrates the use of triangulation in a study of refugee well-being. While the study was driven by a qualitative paradigm, information and data from qualitative and quantitative methods were integrated in order to fully explore, describe and understand the phenomena being studied. Hence, through triangulating information and data from an ethnographic interview, demographic and health questionnaires, and observations, the subjective and objective aspects of refugee experience and well-being were fully revealed. The advantages of triangulation, its pitfalls, and the controversy surrounding this methodology within the scientific health community are discussed. Finally, the author offers recommendations pertaining to the use of methodological triangulation for other investigators who might consider employing this design in future research.     

Marketing via smart speakers: what should Alexa say?

ABSTRACT

A smart speaker is a wireless device with artificial intelligence that can be activated through voice command. The artificial intelligence interacts in the form of a virtual personal assistant, such as Amazon’s “Alexa”. Companies are currently creating voice applications for smart speakers that allow consumers to use the personal assistant to perform tasks, such as acquiring information and ordering products. This is the dawn of a new type of interaction between brands and consumers, a new touchpoint. Brands need to catch the vision and create content for this new technology, content that is useful in the buying process. The purpose of this study is to determine what types of marketing messages people find acceptable on smart speakers. Based on the findings, a cognitive message strategy is effective with smart speakers. The paper presents three types of executional frameworks that are best suited for the design of a cognitive message: authoritative, testimonial, and slice-of-life. The overriding requirement for marketing on smart speakers is that the message must provide value to the listener.     

INTERPERSONAL VARIATION IN FARM WORKERS‘ EARNINGS: ANALYSIS OF WAGES AND EMPLOYMENT ENQUIRY DATA

Most econometric analyses of the agricultural labour market in Britain have been concerned with explaining the general level of agricultural earnings and changes over time. This study complements such analyses by attempting to explain the variation in earnings between workers at any one time. The study uses multiple-regression analysis of cross-sectional data taken from the Wages and Employment Enquiry. Significant explanatory variables are age, grade and occupation of the worker, farm size, overtime hours and region. There is evidence of (a) an age-earnings profile with peak earnings at 45–54 years, (b) grade differentials which do not follow those expected from the official Agricultural Wages Board wages structure, (c) occupational differentials, (d) earnings rising with farm size, (e) the importance of overtime hours. Unexpected results occur with some of the regional coefficients.     

Hospital Marketing and Communications Via Social Media

Social media usage by health care organizations has increased dramatically. Findings from this research show that 95% of the top ranked hospitals use social media. The purpose of this study is to examine whether social media usage varies according to size of hospital and types of services provided. Since social media platforms appeal to different groups of people, this prompts the question of whether certain platforms are more appealing to people who partake in different health services. Findings reveal differences in social media usage depending on the services provided by a hospital.     

Capturing the Evolution of Customer–Firm Relationships: How Customers Become More (or Less) Valuable Over Time

Few studies have examined the influence of marketing activities while accounting for customer dynamics over time. The authors contribute to this growing literature by extending the hurdle model to capture customer dynamics using a hidden Markov chain. We find our dynamic model performs better than static and latent class models. Our results suggest the customer base can be segmented into four segments: Deal-prone, Dependable, Active, and Event-driven. Each segment reacts differentially to marketing activities. Although catalogs influence both purchase incidence and the number of orders, this marketing activity has the largest impact on purchase incidence across all four segments. In contrast, retail promotions are more likely to influence the number of orders a customer will make for all of the segments except for the Deal-prone segment. For this segment, retail promotions have the strongest impact on purchase incidence.