The “Second” Bride

Babel ◽  
2018 ◽  
Vol 64 (2) ◽  
pp. 186-204
Author(s):  
Zi-ying Lee ◽  
Min-Hsiu Liao
Keyword(s):  
Low Cost ◽  
Popular Fiction ◽  
Translation Studies ◽  
Marketing Strategies ◽  
Romance Novels ◽  
Market Factors ◽  
Mode Of Consumption ◽  
Risk Investment ◽  
Romance Novel

Abstract This article contributes to the discussion of retranslation in Translation Studies through a case study on the retranslation of romance novels in Taiwan. Although retranslation has received some attention from translation researchers, most of the existing studies are based on examples of classic literature. In contrast, popular fiction like the romance novel remains relatively under-researched. In this article, paratextual analysis is applied to the publishing environment and marketing strategies for romance novels in order to explain why works of this genre – which are usually regarded as cheap and “throwaway” – are retranslated and how consumers are motivated to purchase such products. The findings suggest that the retranslation of best-selling romantic novels is a low-cost and low-risk investment for the publishers concerned. Such retranslations are promoted through three channels: via the branding of the retranslation as a “classic”; by persuading readers to believe that the retranslated version is more faithful to the original, and thus superior; and by introducing a different mode of consumption – a shift away from renting and towards the purchase of novels. It is argued that, for commercially-driven retranslations, market factors rather than the inherent features of the texts concerned provide a clearer explanation for the phenomenon of retranslation.

Optimizing the Marketing Strategies of Qantas Airways and Thai Airways

2020 ◽  
Vol 8 (1) ◽  
pp. 95-124
Author(s):  
Iryna Heiets ◽  
Varit Prakittachakul
Keyword(s):  
Strategic Alliances ◽  
Low Cost ◽  
Marketing Strategies ◽  
Strategy Research ◽  
Cooperative Strategies ◽  
Business Model Canvas ◽  
Passenger Satisfaction ◽  
Survey Results ◽  
Recent Trends

First, we revisit the concepts of airline marketing strategy, its components, code-share agreements, Business Model Canvas (BMC) and the benefits of marketing via strategic alliances. Due to the growth in the low-cost airlines sector and air transport passengers, traditional airlines have become increasingly exposed to a highly competitive international market, with airfares having to be reduced and efficiency increased. In response, airline companies have shifted their focus to investing in airline marketing and strategy research. In the meantime, passenger expectations change, and markets evolve rapidly. Hence, this case study is aimed at examining recent trends in passenger satisfaction and expectations, with reference to the marketing factors and airline cooperative strategies of Qantas and Thai Airways. For the study, both qualitative and quantitative approaches were employed and the results are presented separately. In the quantitative section, the BMCs of Qantas and Thai Airways are discussed to determine whether these two airlines can implement the code-sharing agreement. In the following part, customer satisfaction and expectations survey results are used to identify optimal marketing strategies and to formulate recommendations.

scholarly journals Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study of Landscape Industry Small Businesses

2020 ◽  
Vol 14 (1) ◽  
Author(s):  
Crystal Lupo ◽  
Jason R. Stroman
Keyword(s):  
Social Media ◽  
Small Business ◽  
Small Businesses ◽  
Low Cost ◽  
Business Owners ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Small Business Owners ◽  
Multiple Case

Despite research contending that marketing is a pivotal factor in small business success, many small business owners continue to underutilize low-cost marketing options available to them. Of these options, social media marketing is a useful tool to maintain competitiveness in the larger marketplace. However, the adoption of social media best practices in small business remains deficient. The landscape industry is a large and growing field with small businesses making up a large and growing share of the industry. Yet some landscape industry small business owners lack strategies to adopt innovative social media marketing strategies to help ensure business viability. This study incorporated a qualitative, exploratory multiple-case study design to explore how landscape industry small business owners use social media marketing strategies to help ensure business viability. Results indicated that successful marketing strategies tended to incorporate Facebook as the primary social media tool and included content such as service, education, and holiday posts. Benefits of social media marketing primarily centered on low-cost marketing options for improved visibility, while challenges included a trial-and-error learning curve. Results of this study might help small businesses improve their long-term viability through social media marketing strategies.

scholarly journals Guerrilla teaching and a DIY exhibitions: How an assault on comfort zones can engage and inspire

2020 ◽  
Vol 13 (1) ◽  
Author(s):  
Martin Compton ◽  
Amy Jackson-Bruce ◽  
Viktor Krastev
Keyword(s):  
Higher Education ◽  
Low Cost ◽  
Marketing Strategies ◽  
First Year ◽  
Host Institution ◽  
Positive Outcomes ◽  
Collaborative Task ◽  
Higher Education Pedagogy ◽  
Marketing Principles

This case study and video show the process and outcomes of a ‘flash’ briefing to a group of first-year Fashion Promotion students. The surprise collaborative task was presented to the students outside the comfort of their usual lab space and required them to likewise exhibit previously produced ‘zines’ in a space away from the host institution. With a view to helping students understand how sub-culture artefacts can be exhibited using low-cost, guerrilla marketing strategies, the lecturer drew on some of these same strategies to present the brief. Engagement and participation levels are demonstrably high and the final exhibition is an evident success; the whole experience, we argue, suggests that to challenge norms and to take such risks may well produce positive outcomes. Whilst we believe this case is potentially relevant to anyone interested in higher education pedagogy, the approach is likely to appeal immediately to anyone teaching subjects where promotion is fundamental as well as to those where marketing principles are elemental.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

STRATEGI PEMASARAN PAKAN SATWA UNGGUL BLITAR

2016 ◽  
Vol 10 (1) ◽  
pp. 7
Author(s):  
Handika Rifki W.P ◽  
Yuli Arif Tribudi ◽  
Agustina Widyaworo Kunharjati
Keyword(s):  
Case Study Research ◽  
Personal Selling ◽  
Marketing Strategies ◽  
Pricing Strategy ◽  
Brand Awareness ◽  
Analytic Method ◽  
Distribution Strategy ◽  
Promotion Strategies ◽  
Promotional Strategies

This study analyzes the marketing strategies of Pakan in PS SatwaUnggulBlitar views of the concept of the marketing mix.This case study research using descriptive analytic method with purposive sampling technique.Marketing mix strategy being conducted by PS Satwa Unggul are strategies related products (such as brand awareness on brand), pricing strategy (in the form of rebates), the distribution strategy (in the form of three patterns of distribution), and promotion strategies (in the form of veterinary inspection and a free counseling service) can be considered to have successfully accommodate the needs of customers with a variety of facilities and corporate excellence. Based on the research it was concluded that the strategy used in the form of improved relationships with customers through personal selling, promotion price, free inspection, extension livestock and other facilities. Suggestions for the company should maintain an edge marketing strategies implemented in the form of personal selling and promotional strategies, but it is also the company should conduct regular research on consumer behavior animal drugs that strategy actually implemented in accordance with market conditions.

Low Temperature Fault Isolation Using Soft Defect Localization

2012 ◽  
Author(s):  
Kristopher D. Staller
Keyword(s):  
Low Temperatures ◽  
Laser Scanning ◽  
Low Cost ◽  
Fault Isolation ◽  
Laser Scanning Microscopy ◽  
Cold Temperature ◽  
Multiple Point ◽  
Defect Localization ◽  
Low Levels

Abstract Cold temperature failures are often difficult to resolve, especially those at extreme low levels (< -40°C). Momentary application of chill spray can confirm the failure mode, but is impractical during photoemission microscopy (PEM), laser scanning microscopy (LSM), and multiple point microprobing. This paper will examine relatively low-cost cold temperature systems that can hold samples at steady state extreme low temperatures and describe a case study where a cold temperature stage was combined with LSM soft defect localization (SDL) to rapidly identify the cause of a complex cold temperature failure mechanism.

An Integrated Tourism Model based on Local Identity for Ecological, Historical, and Cultural Tourism

2018 ◽  
Vol 3 (7) ◽  
Author(s):  
Natapon Anusorntharangkul ◽  
Yanin Rugwongwan
Keyword(s):  
Environmental Design ◽  
Cultural Tourism ◽  
Marketing Strategies ◽  
Point Of View ◽  
Local Identity ◽  
Design Elements ◽  
Resources Management ◽  
The North ◽  
North Eastern

The objective of this paper is to study local identity and explore the potential for regional resources management and valuation of the historic environment a case study of the north-eastern provinces of Thailand, for guiding the tourism environmental design elements. The point of view has the goal creative integrate tourism model and product development from local identity embedded localism. This concept advocates the philosophy that tourism businesses must develop products and marketing strategies that not only address the needs of consumers but also safeguard the local identity. 

scholarly journals A Regenerative Business Model with Flexible, Modular and Scalable Processes in A Post-Covid Era: The Case of The Spinning Mesh Disc Reactor (SMDR)

2021 ◽  
Vol 13 (12) ◽  
pp. 6944
Author(s):  
Emma Anna Carolina Emanuelsson ◽  
Aurelie Charles ◽  
Parimala Shivaprasad
Keyword(s):  
Business Model ◽  
Low Cost ◽  
Sustainable Manufacturing ◽  
Sustainable Business ◽  
Capital Costs ◽  
Implementing Change ◽  
Chemical Manufacturing ◽  
Manufacturing Techniques ◽  
Flexible Operation

With stringent environmental regulations and a new drive for sustainable manufacturing, there is an unprecedented opportunity to incorporate novel manufacturing techniques. Recent political and pandemic events have shown the vulnerability to supply chains, highlighting the need for localised manufacturing capabilities to better respond flexibly to national demand. In this paper, we have used the spinning mesh disc reactor (SMDR) as a case study to demonstrate the path forward for manufacturing in the post-Covid world. The SMDR uses centrifugal force to allow the spread of thin film across the spinning disc which has a cloth with immobilised catalyst. The modularity of the design combined with the flexibility to perform a range of chemical reactions in a single equipment is an opportunity towards sustainable manufacturing. A global approach to market research allowed us to identify sectors within the chemical industry interested in novel reactor designs. The drivers for implementing change were identified as low capital cost, flexible operation and consistent product quality. Barriers include cost of change (regulatory and capital costs), limited technical awareness, safety concerns and lack of motivation towards change. Finally, applying the key features of a Sustainable Business Model (SBM) to SMDR, we show the strengths and opportunities for SMDR to align with an SBM allowing for a low-cost, sustainable and regenerative system of chemical manufacturing.

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