Verbalizing sensory experience for marketing success

Terminology ◽  
2017 ◽  
Vol 23 (1) ◽  
pp. 132-154 ◽  
Author(s):  
Rita Temmerman
Keyword(s):  
Case Studies ◽  
Food Studies ◽  
New Product ◽  
Sensory Experience ◽  
Cross Cultural ◽  
Human Beings ◽  
Content Type ◽  
Daunting Task ◽  
The World

Descriptors of sensory experience are known to be crucial in trying to objectify the world. New descriptors are coined to express the enhanced experience of a reality experienced by human beings. In this article we illustrate the cognitive and cross-cultural framing for verbalizing sensory experience discussing the indeterminacy and vagueness of the wine descriptor minerality and the successful universal neologism smoothie, a product name for a new product. Both case studies concern units of understanding that are difficult to define but that are related to products with high marketing potential. First we refer to the expert literature in food studies dealing with minerality and smoothies. Then we report on observations based on discourse oriented empirical heuristics and surveying. Finally we discuss in how far experiencing food and drinks is culture-bound and language-specific, which implies that translating food descriptions may be a daunting task.

scholarly journals Supply chain strategy for companies in the luxury-fashion market

2015 ◽  
Vol 43 (10/11) ◽  
pp. 940-966 ◽  
Author(s):  
Cecilia Maria Castelli ◽  
Andrea Sianesi
Keyword(s):  
Supply Chain ◽  
Case Studies ◽  
Success Factors ◽  
Extensive Literature ◽  
Content Type ◽  
Supply Chain Strategy ◽  
Critical Success ◽  
The World ◽  
Luxury Market ◽  
The Relationship

Purpose – The purpose of this paper is to show how it is possible to take into account the objectives that fashion-luxury companies pursue on the final market (i.e. critical success factors (CSF) – of luxury) and propagate them in the upstream steps of the supply chain (SC) in order to understand how the latter can be aligned to the market. Design/methodology/approach – An extensive literature review allowed the identification of SC objectives. Case studies were used in order to asses choices and practices applied along the SC of luxury companies were assessed through in depth case studies; hence, the relationship between choices/practices, SC objectives and luxury CSF was explored. Findings – The paper documents that success in the luxury market not only depends on branding and marketing but also on the choices made along the SC, to the point that it is possible to identify some SC choices and practices that support the achievement of luxury CSF. Research limitations/implications – The results presented represent a useful guideline and offer some methodological suggestions; however, the precise set of SC objectives have to be tailored on each specific brand, according to the uniqueness that characterizes luxury companies. Practical implications – The paper suggests which areas of the SC should be mostly targeted in order to achieve success in the luxury market, also indicating some possible concrete choices. Originality/value – The main value of this paper consists in shaping a first explicit connection among the world of luxury as it is perceived by the consumers and the world of the SC.

Authentic leaders must “walk the talk”

2014 ◽  
Vol 30 (8) ◽  
pp. 6-8
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Authentic Leadership ◽  
Reading Time ◽  
High Quality ◽  
Content Type ◽  
Positive Effects ◽  
The World ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds his/her own impartial comments and places the articles in context. Findings – In a survey of academics throughout Turkey, it was found that the positive effects of good “authentic” leadership might go even deeper, especially psychologically, than has previously been envisaged. Trust and high-quality leader–follower relations are essentials for both parties and the organization as a whole. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world”s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information, and presenting it in a condensed and easy-to-digest format.

Welcome to the caring generation?

2017 ◽  
Vol 25 (3) ◽  
pp. 36-38
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Fringe Benefits ◽  
Initial Interview ◽  
Content Type ◽  
The World ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings For many undergraduates about to be unleashed onto the world of employment, one would imagine they will have fairly standard ideas of the kind of employer they would like to work for: one that pays its staff well, one that will invest in their careers, and one that will offer some fringe benefits as well. Indeed, prospective employers will put the metaphorical red carpet out when recruiting, either by hiring fancy hotels for the initial interview rounds, or by showing potential employees around the very best bits of their offices. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

When the owl of Minerva flew at dusk: marketing in Greater Germany, 1918‐1939

2009 ◽  
Vol 21 (1) ◽  
pp. 92-104 ◽  
Author(s):  
Ronald A. Fullerton
Keyword(s):  
Consumer Behavior ◽  
Design Methodology ◽  
Cross Cultural ◽  
Economic Conditions ◽  
German Language ◽  
Economic Changes ◽  
Content Type ◽  
The World ◽  
Peripheral Position ◽  
The Usa

PurposeDuring the 1920s and into the 1930s, German‐language work on consumer behavior led the world; for example, segmentation was clearly discussed from the late 1920s. The purpose of this paper is to show how marketing thought in Germany and Austria reached a peak even as the environmental substructure that sustained it was being seriously eroded by political and economic changes that forever consigned it to a peripheral position upon the world stage.Design/methodology/approachThe design of the study is a critical historical one relying heavily upon documents produced during the period discussed. Statements are weighed and evaluated.FindingsThe paper finds that very impressive, at times world‐leading, work was being done in the 1920s and early 1930s, particularly in the areas of segmentation and what would later become known as consumer behavior. Much of what later became known as Motivation Research, or example, was pioneered in Germany and Austria before 1934.Research limitations/ implicationsThe primary implication is that a great deal of marketing thought developed outside the USA, sometimes drawing upon US marketing thought, in other cases developing completely independently. A second implication is that marketing thought can be weakened by political and economic conditions, as Germany and Austria painfully experienced.Originality/valueThis is the first study to explore historical German and Austrian marketing thought in a cross‐cultural manner, comparing and contrasting them with thought developed elsewhere.

Definitely not Disney

2015 ◽  
Vol 31 (7) ◽  
pp. 32-34
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Theme Park ◽  
Content Type ◽  
The World ◽  
Pertinent Information ◽  
Financial Concern ◽  
Practical Implications

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – No other theme park splits opinion as much as Disney’s hugely successful parks around the world. Whether it is Orlando, Tokyo or Paris, millions of Disney enthusiasts young and old enjoy visiting the parks every year, thus perpetuating Walt Disney’s original Technicolor Vision. But while wildly popular, they are not everyone’s cup of tea – certainly many parents regard a trip to Disney with a mixture of dread and financial concern at just what the whole enterprise may eventually cost them. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Finding ways to optimize new product development

2021 ◽  
Vol 37 (4) ◽  
pp. 6-9
Keyword(s):  
Product Development ◽  
Case Studies ◽  
New Product Development ◽  
Design Methodology ◽  
Reading Time ◽  
New Product ◽  
Cutting Edge ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings A dual focus on exploitation and exploration can help companies to enhance their new product development activities. Identifying factors with potential to facilitate or impede the process will enable closer collaborations both internally and with suppliers to increase the firm’s ambidexterity. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Strategic sensing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Product Development ◽  
Competitive Advantage ◽  
Case Studies ◽  
New Product Development ◽  
Reading Time ◽  
New Product ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications ◽  
Critical Consideration

Purpose: This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design: This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings: New product development is a critical consideration for any business. Utilizing market-sensing capabilities to boost this is key for gaining competitive advantage. Originality: The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Global psychology: implications for cross-cultural research and management

2015 ◽  
Vol 22 (3) ◽  
pp. 342-355 ◽  
Author(s):  
John W. Berry
Keyword(s):  
Cross Cultural ◽  
Human Behaviour ◽  
Scientific Psychology ◽  
Content Type ◽  
Cultural Perspectives ◽  
Cultural Research ◽  
Limited Perspective ◽  
Western Psychology ◽  
The World ◽  
Intercultural Interactions

Purpose – Psychology, both as science and practice, has been largely developed in one cultural area of the world: Europe and North America. As a result, the discipline is culture-bound, limited in its origins, concepts, and empirical findings to only this small portion of the world. The discipline is also culture-blind, largely ignoring the influence of the role of culture in shaping the development and display of human behaviour. These limitations have resulted in the dominant position of a Western Academic Scientific Psychology (WASP) in relation to other cultural perspectives on human behaviour. The paper aims to discuss these issues. Design/methodology/approach – This paper draws on concepts and strategies in psychology (particularly cross-cultural and intercultural psychology) to propose some remedies to problems arising from the dominant WASP position. For example, of what relevance is such a limited perspective to understanding human activity in other cultures; and how can such a limited understanding serve the purpose of effective intercultural interactions? Findings – The eventual goal is to achieve a global psychology that incorporates concepts and findings from societies and cultures from all parts of the world, one that will permit a valid understanding of people within their cultures, and permit effective intercultural across cultures. Originality/value – The paper presents some criticisms of the dominant western psychology (WASP), and proposes that the achievement of a more global psychology may be within reach if some concepts and methods now available in psychology from both the dominant western sources and from those working in the rest of the world are used.

A study on Chinese management style for projects-recipe for growing economies of the world

2014 ◽  
Vol 3 (2) ◽  
pp. 150-162
Author(s):  
C.L. Kappagomtula
Keyword(s):  
Empirical Study ◽  
Economic Benefits ◽  
Management Style ◽  
The Other ◽  
Chinese Sample ◽  
Content Type ◽  
China And India ◽  
Chinese Model ◽  
Daunting Task ◽  
The World

Purpose – Out of all the countries that rose in a mercurial fashion, after the Second World War, the People ' s Republic of China (in short, China) has emerged as an all-pervasive dominant nation in the world. It has been giving a stiff competition to the well-developed western nations in all facets of its national growth. Despite the fact that work extracted under duress will not excel in qualitative terms, almost all the large projects that the country has undertaken have been of spectacular success raising every nation ' s eyebrows. At the same time, it is very glaring to note, that despite India too enjoying similar infrastructure growth facilities, and as the other fastest growing economy of the world, has not been able to keep pace with China ' s growth in equal proportions. In order to unearth the causal factors which are aiding China, when compared with its nearest rival India, for its major successes in implementing large infrastructure projects, an empirical, investigative study has been undertaken by the Author. The study spanned nearly 20 years. The paper aims to discuss these issues. Design/methodology/approach – This is an empirical study which is the first of its kind to probe into both China and India to compare the success outcomes for large projects. The methodology used was unstructured interviews and administration of a scheduled instrument designed for the study – bilingual (English/Chinese) for the Chinese population and in English for Indian population. Findings – The study has revealed that, given the same kind of infrastructure facilities for both China and India, China has been able to move their projects onto successful completion, almost staying within the time and cost resources. However, in India, as is the case in most of the other nations of the world, there has always been both time and cost over-runs. The empirical findings conclusively prove that three sociocultural factors in China play a significant role in determining the success outcomes of Chinese projects. Research limitations/implications – China being a staunchly communistic country, with a close-knit society operating, gaining access to investigative research information has been really challenging for the author. Gaining access to sample populations has been a daunting task, and the researcher had to first get into the “out-group” of the Chinese “wu lun” relationship to elicit responses from an ethnic Chinese sample population. Practical implications – Being an empirically proven study, the results have wider ramifications for all global nations, especially in knowing why the Chinese are more successful in all their large projects? The study opens up new vistas to other global nations who can emulate the Chinese model of project management. Further, the study also throws open the doors for exploratory as well as post-doctoral research studies in this area. Originality/value – This is a maiden empirical study in China and in India. Wide-ranging investigative studies may follow, once this study ' s results are widely disseminated to the world. The author feels that the Chinese model when adopted by other countries in the world may result in both time and cost savings for projects. This may in turn result in increased economic benefits to those nations.

How Gap manages responsibility

2014 ◽  
Vol 30 (3) ◽  
pp. 10-12
Keyword(s):  
Case Studies ◽  
San Francisco ◽  
Design Methodology ◽  
Reading Time ◽  
Content Type ◽  
The World ◽  
Global Corporations ◽  
Pertinent Information ◽  
The Impact ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – When Doris and Don Fisher opened their first Gap store in San Francisco in 1969, there was not much need to think about the impact – good or bad – of global corporations on workers and communities across the world. All they were doing was setting up a local shop to help people like Don who found it difficult to find a pair of jeans that fit. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to digest format.

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