scholarly journals Open Collaboration as Marketing Transformation Strategy in Online Markets: The Case of the Fashion Sector

Resources ◽  
2019 ◽  
Vol 8 (4) ◽  
pp. 167 ◽  
Author(s):  
Carlota Lorenzo-Romero ◽  
María Cordente-Rodríguez ◽  
María-del-Carmen Alarcón-del-Amo
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
International Markets ◽  
Retail Sector ◽  
New Paradigm ◽  
Global Marketing ◽  
Technological Advances ◽  
Global Marketing Strategy ◽  
Use Of Social Media ◽  
The Moment

An increasing number of companies engage with global markets due to technological advances, digitalisation and the homogenisation of consumers’ tastes. Taking into account the consumers’ opinion becomes more important in the current global output. On the other hand, the use of social media promotes the interaction between companies and users, and they are considered to be key elements in generating socialisation and, in addition, they contribute to generating images, communicating and improving participation. This interaction represents the moment in which value is generated in the commercial offer. In this context, the co-creation as marketing strategy is considered a very useful tool to approach the consumers and, thus, facilitate the global result, becoming social media as an important resource for management. The aim of this paper is to show the relevance of the global marketing strategy in fashion and accessories’ retail sector, as well as to study the role that companies grant to co-creation such as strategy which allows approaching consumer in those international markets. For this purpose, we will focus on Spanish firms in the fashion and accessories industry. In sum, this qualitative study, analysed using Atlas.ti® software, leads to a new paradigm which represents the transition of a brand model based on proposing solutions, proposals, and collective responses, to a business model that increasingly develops proposals, solutions and individual responses.

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

Development and Validation of the Social Media Self-Esteem Scale for Adolescents

2020 ◽  
Vol 10 (4) ◽  
pp. 1-13
Author(s):  
Devanshi Sudhindar Rao ◽  
Aneesh Kumar
Keyword(s):  
Social Media ◽  
Self Esteem ◽  
Second Phase ◽  
Technological Advances ◽  
The Social ◽  
Personal Use ◽  
Use Of Social Media ◽  
Development And Validation ◽  
Looking Glass ◽  
Overall Reliability

Development of the self is a vital aspect during the period of adolescence. Interaction with peers contributes to the development of various aspects of self. Due to the technological advances in today's times, adolescents interact with their peers through social media sites and portals. It is essential to study this development in light of the increasing use of social media by adolescence. Thus, the study aimed at developing an item pool to tap the construct of social media influencing self-esteem of adolescents following the procedure of tool construction. Participants included adolescents ranging between 16 to 18 years of age, who have at least one social media account for personal use. There were 110 participants for the first phase and 397 participants for the second phase of the study. The scale has eight items with the overall reliability of .7. It indicates a fitting measure of self-esteem influenced by social media, with looking-glass self theory, according to which individuals develop their self, based on their perceptions of others responses to their behaviour.

scholarly journals Strategic Marketing Issues for an Emerging Market Firm to go Global

2017 ◽  
Vol 10 (6) ◽  
pp. 35
Author(s):  
Nagasimha Balakrishna Kanagal
Keyword(s):  
Emerging Markets ◽  
Marketing Strategy ◽  
Success Factors ◽  
Emerging Market ◽  
Global Market ◽  
Strategic Marketing ◽  
Global Marketing ◽  
Moderating Factors ◽  
Global Marketing Strategy ◽  
Emerging Market Firms

Emerging markets, as of recent times, are going through phases of liberalization towards market economies, increasing privatization, and are witnessing an emphasis of emerging markets’ governments towards globalization. There has been a rise in the contribution of emerging market firms to the economies of emerging markets. A study with a purpose to conceptualize strategic marketing issues for an emerging market firm to go global is significant, given that success in overseas marketing ventures is critical to sustain the phases of globalization. The challenge is to enter, obtain market share, and sustain in advanced economies and other emerging markets. This paper attempts to address the conceptualization and the challenge. The method of the study is to (i) define strategic marketing, outline and distinguish the different types of firms marketing overseas – international, multinational, and transnational / global; and (ii) analyze using extant literature, the aspects and issues of global entry and implementation of global marketing strategy. The study, post analysis, conceptualizes and postulates three moderating success factors, wherein consideration of these factors will aid the emerging market firm in improving its performance (i) acculturation processes in global businesses; (ii) achievement of global marketing synergies; and (iii) the importance of overcoming global negatives. Given that conditions for global entry and implementing global marketing strategy are met, and the three success moderating factors are addressed, the study recognizes that it is necessary to address the competitive forces in the global environment to be able to obtain an optimal share of the market. The study includes a discussion based on an in-depth interview with a leading garment exporter in Bangalore, India, to understand global entry and global marketing strategy implementation. In conclusion, it can be stated that that (i) an explicit process to address global negatives is required to overcome the perceptual gap of emerging market firms on deliverables; (ii) explicit attention to the achievement of global market synergies has to be given by global marketing strategists.

“Will a global marketing strategy work? An energy conservation perspective”

1989 ◽  
Vol 17 (2) ◽  
pp. 129-136 ◽  
Author(s):  
Bronislaw J. Verhage ◽  
Lee D. Dahringer ◽  
Edward W. Cundiff
Keyword(s):  
Energy Conservation ◽  
Marketing Strategy ◽  
Global Marketing ◽  
Global Marketing Strategy

The fundamentals of standardizing global marketing strategy

2007 ◽  
Vol 24 (1) ◽  
pp. 46-63 ◽  
Author(s):  
Nanda K. Viswanathan ◽  
Peter R. Dickson
Keyword(s):  
Marketing Strategy ◽  
Global Marketing ◽  
Global Marketing Strategy
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