Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels

Previous studies have addressed some of the issues of customers' perceptions of mobile marketing, particularly the affordances of multiple communications and channels. Despite a proliferation of studies in this field, the theoretical exploration of luxury fashion customers' perceptions of multiple mobile communications and marketing channels remains at an exploratory stage. Drawing on the elaboration likelihood model and a social constructivist perspective, the current study conducted 37 in-depth interviews with Generation Z mobile luxury customers. We specifically examined how customers' emotionally and cognitively based perceptions emerge as they navigate multiple mobile marketing channels and message communications. Our model conceptualizes four elements of customers' perceptions of their mobile marketing journey that can drive mobile customer engagement and acquisition behavior. The integrative model opens up interesting avenues for further research on mobile marketing and luxury fashion consumers’ perceptions of the effects of multiple communications and marketing channels.     

The impact of B Corp certification on financial stability: Evidence from a multi-country sample

B Corps are firms certified by the non-profit B Lab for pursuing both economic and non-economic goals. Whether B Corps realize a higher financial performance has met mixed evidence. Drawing on the stability-change framework, we ask whether B Corp certification is associated with the level and volatility of financial performance. Also, expecting a greater focus on non-economic activities after certification, equity ratio may decline as shareholders may question the increased non-economic focus. Using nearest neighbor propensity score matched pair method, we draw on a multi-country sample of 355 B Corps and 623 non-B Corps. Our findings are not encouraging. B Corp certification does not provide financial gains nor financial stability, and equity ratio declines and becomes more volatile following certification. Our findings paint a gloomy picture of limited economic benefits and declining participation of equity holders following B Corp certification.     

"互联网+"环境下应用型本科院校市场营销学课程教学改革探究

“互联网+教育”成为当前科技与教育相结合的教育变革新常态。本文分析了应用型本科院校市场营销学课程的教学现状,阐释了课程改革的指导思想、主要任务,并从合理设计教学内容、优化教学组织形式、丰富在线教学资源、重视课外实践教学、有序推进课赛融合、巧妙融入课程思政和科学改进教学评价等七个方面提出该课程教学的理念重构、保障措施以期推动课程改革,旨在提升应用型人才培养质量。     

数字经济背景下在线教育培训机构的营销策略探索——以“星火教育”为例

目前,随着数字经济的快速发展,教育领域面临着向数字化转型的挑战。与此同时,在国家宏观层面的支持下,K12教育(指从幼儿园到高三的基础教育)正朝着很好的方向不断发展,越来越多的人重视教育,对教育的需求不断增强,有大量的机构涌入教育行业。要想脱颖而出并且提高盈利水平,完善和拥有自己的营销策略就必不可少。本文以星火教育公司为例,使用PEST法、波特五力模型对我国K12教育行业的营销模式进行剖析,分析其建构模式、员工管理、企业文化等。通过STP分析法确定公司的市场细分、市场定位和目标市场的选择,对提升竞争力改进策略提出建议。     

企业改制中税收流失问题的分析

在改制过程中,有些企业为了一己私欲,采用转移税源、模糊产权、钻体制漏洞等手段,偷税、漏税,导致大量税收流失,使国家遭受巨大损失。应统一对改制企业欠税问题的认识,加强对各种所有制性质企业的税收管理,防范和制止企业借改制、改组之机逃避税收债务;完善税收征管法,以确保国家税收债权,维护国家合法权益。     

对澳大利亚国家旅游品牌全球营销策略分析

悉尼奥运会的成功举办,产生了巨大的“奥运品牌效应”,带动了澳大利亚经济,推动了其树立奥运旅游的战略目标及旅游品牌营销与传播的整合。树立与推广澳大利亚国家旅游品牌全球营销策略,可加快中国旅游品牌化进程。应借鉴澳对目标市场细分,目标市场的确定以及整合各种媒体新品牌营销活动的成功经验,实施奥运阶段品牌营销策略和奥运旅游地区品牌营销策略,为中国充分利用举办北京奥运会之机,促进中国旅游向品牌化进程发展奠定基础。     

Introducing E-MARKPLAN: A practical methodology to plan e-marketing activities

Although e-marketing is highly prevalent, no template currently exists for managers who wish to use the Internet/Web and related information technologies to market their products and services. This paper provides managers with a comprehensive, actionable, and practical methodology (E-MARKPLAN) to plan, enact, and analyze e-marketing activities. Five case studies are used to illustrate the diversity of e-marketing actions. E-MARKPLAN consists of five parts: goals, actors (i.e., those who take e-marketing actions), spaces (i.e., theaters of engagement), actions, and outcomes. The E-MARKPLAN methodology is versatile, and is not limited to companies which have e-commerce operations.     

Is foreign direct investment a channel of knowledge spillovers? Evidence from Japan's FDI in the United States

Recent empirical work has examined the extent to which international trade fosters international “spillovers” of technological information. FDI is an alternate, potentially equally important channel for the mediation of such knowledge spillovers. I introduce a framework for measuring international knowledge spillovers at the firm level, and I use this framework to directly test the hypothesis that FDI is a channel of knowledge spillovers for Japanese multinationals undertaking direct investments in the United States. Using an original firm-level panel data set on Japanese firms' FDI and innovative activity, I find evidence that FDI increases the flow of knowledge spillovers both from and to the investing Japanese firms.     

A simple model of brain circulation

This paper analyzes the allocation of two types of individuals differentiated by talent between two countries where they choose to be workers or entrepreneurs. An equilibrium with international migration exists when countries' talent endowments are sufficiently different. It is consistent with one-way or two-way migration whether individuals are entrepreneurs or workers. Although allowing migration increases domestic welfare in one country and decreases it in the other, it is always supported by majority voting in both countries.     

同城与异地对冲动性购买行为的影响研究

异地冲动性购买在商场和超市占有相当大的比例,现有的文献对同城冲动性购买进行了大量的研究,然而对异地冲动性购买研究较少.在这些理论基础上,通过访谈与问卷调查形式,分析了影响同城与异地冲动性购买行为的因素,并比较消费者在同城与异地发生冲动性购买行为的因素的异同以及产生这些异同的原因,提出了企业需要采取的营销措施.