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Marketing Challenges in a Turbulent Business Environment
Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. The key challenge for marketers during the last two decades has been assuring high satisfaction and strong customer loyalty. Today, consumers’ ever-changing desires, instantaneous communication through social media and mobile technology and an unstable global economic climate all come together to stir up market turbulence. This volume explores how traditional and modern marketing practices facilitate development of new and innovative products, help create increased product/service differentiation, ensure...
Adoption of Innovation
This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations. If ideas need to reach the marketplace, then marketing strategies, concepts and tools - such as the continuous development of new product and services - become vital for their success. On the other hand, marketing management is influenced by innovation as illustrated by the way social media and Internet have revolutionized the traditional marketing-mix. Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies. State-of-the-art research output from different perspectives would suit the needs of a researcher as well as the company CEO alike.
New Challenges in Entrepreneurship and Finance
Since the 2008 economic crisis, small and medium-sized enterprises (SMEs) have faced serious financial problems and have been looking to financial institutions and governments for solutions and new proposals to address these issues. This book examines the new challenge in which firms receive sustainable funding that is in alignment with the company’s spending capacity. The purpose of this book is to examine the main theoretical issues and practices regarding entrepreneurship and finance and their impact on performance, innovation and economic growth. It analyzes the fundamental aspects of entrepreneurship and studies ways in which financial institutions can better fulfill their primary fun...
From Terrain to Brain
"Wine connects people and places, but also ways of making knowledge across and beyond natural and social sciences. Biochemistry and microbiology, fluid dynamics and plant pathology, human physiology and cognitive psychology, and virtually every other scientific discipline each brings its own lens to understanding what wine is, each useful for different purposes. Looking through one lens ultimately invokes others, so that they anastomose around wine as a social, cultural, and scientific phenomenon. Unfortunately, "the science of wine" is often presented as a set of facts about what wine is, from several limited disciplinary perspectives, as trivia to memorize. Instead, this popular wine science book approaches the many sciences of wine as a set of diverse tools for appreciating and enjoying more of what wine can be. Each chapter begins with a common wine concern-sugar, alcohol, glass, etc.-and makes a foray out across the many sciences of wine to synthesize ways of understanding it. Ultimately, in addition to expanding avenues for enjoyment, the book aims to locate scientific research in the wider social context of how wine is made and enjoyed"--
Open Strategy
How smart companies are opening up strategic initiatives to involve front-line employees, experts, suppliers, customers, entrepreneurs, and even competitors. Why are some of the world’s most successful companies able to stay ahead of disruption, adopting and implementing innovative strategies, while others struggle? It’s not because they hire a new CEO or expensive consultants but rather because these pioneering companies have adopted a new way of strategizing. Instead of keeping strategic deliberations within the C-Suite, they open up strategic initiatives to a diverse group of stakeholders—front-line employees, experts, suppliers, customers, entrepreneurs, and even competitors. Open ...
