scholarly journals The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma

2009 ◽  
Vol 2 (2) ◽  
pp. 215-240 ◽  
Author(s):  
Christiane Prange ◽  
Bodo B. Schlegelmilch
Keyword(s):  
Marketing Strategy ◽  
Strategy Implementation ◽  
Exploration Exploitation

Travel Agencies and Tour Operators at KidZania

2019 ◽  
pp. 48-64
Author(s):  
Hugues Seraphin ◽  
Frederic Dosquet
Keyword(s):  
Marketing Strategy ◽  
High Capacity ◽  
Distribution Channel ◽  
Point Of View ◽  
Retail Environment ◽  
Travel Agents ◽  
Travel Agencies ◽  
Fierce Competition ◽  
The Way

The role of tour operators (TOs) and travel agents (TAs) are putting together transport, events, attractions, accommodation and food / drink into a package and are then selling them to customers. The authors introduce in this chapter a new marketing strategy for TOs and TAs, as there is fierce competition in the retail environment. The approach offers an alternative to the existing marketing and distribution channel in the industry. The KidZania concept in itself is very strong from a marketing point of view due to its high capacity to convince customers. Also, with KidZania, TOs and TAs have an opportunity to ‘breed' ethical tourists, that is to say, tourists that respect their host, their environment, and culture. That said, the KidZania model could be said to be a form of manipulation of emotions, by pushing the children to behave and consume the way we would like them to.

Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

2019 ◽  
Vol 19 (1) ◽  
pp. 52-74
Author(s):  
Mulyana Mulyana ◽  
Hendar Hendar ◽  
Moch Zulfa ◽  
Alifah Ratnawati
Keyword(s):  
Marketing Strategy ◽  
Relational Marketing ◽  
Marketing Performance

Building Shopping Arousal Through Direct Marketing in Retail Environment

2010 ◽  
pp. 257-277
Author(s):  
Dr. Rajagopal
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Empirical Investigation ◽  
Direct Marketing ◽  
Shopping Behavior ◽  
Buying Behavior ◽  
Retail Environment ◽  
Leisure Shopping

This study attempts to analyze behavioral drivers which influence consumers’ leisure shopping behavior and measure customers’ value through empirical investigation in Mexico. The role of outsourced salespeople who act as sales promoters in stimulating arousal and satisfaction as behavioral drivers, which influence buying behavior of consumers and measures the extent of satisfaction, has been analyzed. Also, customer prospecting as direct marketing strategy through outsourced salespeople in swaying the leisure shopping and driving brand loyalty is discussed in the study.

scholarly journals The role of culture in the determination of a standardized or localized marketing strategy

2008 ◽  
Vol 39 (2) ◽  
pp. 37-44 ◽  
Author(s):  
C. H. Van Heerden ◽  
C. Barter
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Exploratory Study ◽  
International Marketing ◽  
Marketing Strategies ◽  
Target Market ◽  
International Environment ◽  
International Marketing Strategy

Given that culture is an important factor in the international environment, it is a necessity that culture be well understood in order to achieve success in international marketing strategies. Previous research focused more on the broader influence of culture on marketing strategies, with few studies focusing on the way in which culture and marketing affect and are effected by one another, culture’s role in the localisation or standardisation of a marketing strategy, as well as which elements of the marketing strategy to standardise versus localise. The sample was drawn from key employees working within reputable multinational organisations in South Africa. No hypotheses were formulated or tested but instead this exploratory study identified areas, which have not been researched in South Africa and eight propositions based on the findings were formulated. The findings indicate that culture plays a very important role in the overall formulation of an international marketing strategy, and it was not conclusive whether such a strategy should be standardised or whether it should be localised. Generally, the responses suggest that a marketer’s strategy should suit the local culture in order to reach them and have the desired effect on the target market, and not the other way around because such evolutions could take an extensive amount of time in order to achieve marketing goals.

scholarly journals The role of innovation narratives in accomplishing organizational ambidexterity

2020 ◽  
pp. 147612701989723 ◽  
Author(s):  
Mairi Maclean ◽  
Charles Harvey ◽  
Benjamin D Golant ◽  
John AA Sillince
Keyword(s):  
Real Time ◽  
Dynamic Process ◽  
Top Management Team ◽  
Management Team ◽  
Top Management ◽  
Organizational Ambidexterity ◽  
Top Executives ◽  
Exploration Exploitation ◽  
Polyphonic Model

Persistent tensions arising from the exploration–exploitation paradox continuously threaten the accomplishment of organizational ambidexterity. Structural, contextual, and sequential solutions designed to alleviate these tensions dominate the ambidexterity literature. None of these adequately explains how top executives implement tension-alleviating managerial initiatives or how they respond in real time to tension-induced organizational perturbations. In this article, through analysis of top management team speeches at Procter & Gamble over a 15-year period, we show how the construction and communication of four innovation narratives—contextualizing, mutualizing, dramatizing, and focalizing—reduced tensions and enhanced organizational ambidexterity. We demonstrate the importance of top management team reflexivity in devising and communicating performative narratives, illustrate the polyphonic model of narrative strategizing, and present a cyclical model suggesting that the accomplishment of organizational ambidexterity is an ongoing dynamic process.

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