Global Vaccine Hesitancy Segmentation: A Cross-European Approach

Vaccine-preventable diseases are global mainly in a globalized world that is characterized by a continuous movement of people and goods across countries. Vaccine hesitancy, the reluctance or refusal to vaccinate despite the availability of vaccines, is rising worldwide. What if the problem of vaccine hesitancy could be most effectively managed when treated globally rather than on a national or regional basis? What if a global vaccine-hesitant segment exists and the differences among countries are not so significant? Based on the Global Marketing Strategy paradigm, this paper shows that seven different cross-European segments exist based on the beliefs, attitudes, and behaviors collected in 28 European countries. These pan-European segments are differentiable (people in those segments have similar characteristics that are visibly dissimilar from the ones in other segments) and actionable (organizations would be able to propose interventions to the hesitant segments based on their profiles). With segmentation being the starting point of many public health intervention strategies for avoiding vaccine-hesitancy, the results recommend moderating the full-adaptation strategy that follows the “context matters” principle suggested by several political and public health international organizations. Embracing a more standardized strategy will allow the development of better services and strategies that support and enable desirable vaccination behaviors.

MANAGEMENT OF GLOBAL MARKETING COMMUNICATIONS IN THE CONTEXT OF INTERNATIONAL BUSINESS

The spread of global marketing communications in the context of business management is caused by the need of companies to adjust strategies to the technological era of digitalization. As a result, international enterprises promote the use of their products and services in different countries with the help of communicational instruments, including advertising, social media networks, electronic mail, and others. The use of these digital instruments helps to minimize meaningless marketing activity and concentrate only on the methods that can potentially increase the profits of global companies. The research focuses on the review of theoretical literature about the importance of marketing communications and defines the practical aspects of the use of communicational instruments that can work simultaneously in different locations due to the correct choice of channels. The purpose of the article lies in the analysis of ties between global marketing communications and the consistent progress of reputation of the brand caused by the combination of social media publications, advertising, public relations, and promotion. The primary research question of the article focuses on answering how international businesses can use global marketing communications for the aim of building positive images of these companies. Another secondary research question defines what is the role of globalization in the choice of possible methods of control that can be used to organize the management of marketing communications during various branding campaigns. The hypothesis of the article deals with the fact that modern companies can achieve visible progress in chosen areas of business activity if they follow the guidelines of effective management of global marketing strategy that include the accuracy in defining preferable channels for reaching their audience, the understanding of the population that forms the number of potential customers, the implementation of technological equipment for the further development, and the rational division of financial resources of marketing departments.

Relieving Financial Constraints of Doing Postgraduate Research in Africa

Private and public universities all canvas to enroll learners targeting community as a source of students. The parents' and learners' choice to join universities is guided by knowledge available on social media as universities are web-ranked depending on evaluation criteria of best performance. Research and publication is one of the three core activities that identify a university from other tertiary institutions after secondary education. The financial constraints in financing research for Masters and PhD students remain a drawback in implementing quality assurance policy in African universities. The major criteria used while evaluating best performing universities are: teaching, research, citation, industrial income, and international outlook. Research takes equal percentage weight as teaching in universities' web ranking. This chapter explores the possibility of financing research and publications in promoting quality assurance system, a global marketing strategy for universities.

Content marketing strategy and its impact on customers under the global market conditions

The marketing world is a dynamic and constantly changing environment that never stagnates. The purpose of this paper is to decide, based on the analysis of presented issue, how important is global marketing strategy for communication with customers. Presented paper consists of four parts, the first part of paper focuses on theoretical aspects of global content marketing. The second part focuses on methods of data collection that are needed to perform analysis and it is also the base for the fourth part of paper. The third part of paper focuses on the results of analysis, which used Spss program and discussions. In the results and discussion section, we used t-test of the mean values of the two dependent variables. The fourth part consists of conclusion, most appropriate ways and recommendations for development of global marketing strategy in the global market. The result of this paper is comprehensive overview of how global content marketing strategy can be used to influence user interests and how important is in communication with customers. It uses methods of statistical analysis, comparative methods and also synthesis and other methods of formal logic

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

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.

Global Marketing Strategy in Digital Era

The basic marketing strategies have been widely applied for a longtime, whereby people had to rely on the traditional way of exercising it, until the digital era come in to revolutionize marketing practices all over the world. The current innovation and use of digital technology have initiated global marketing strategies and practices and assured a global online presence for efficient users. Nowadays, the use of digital technology has made each and every marketing process easy, costless and efficient by making the digital tools widely available and affordable for many people, but also by providing the most essential piece of incredible technology, “the internet.” With the use of internet and digital tools, it has become so easy to globally communicate, market, purchase, and transact in a matter of fractions of seconds. Internet is being widely used in marketing to reach the global potential customers, and for this to happen, all marketing principles had to be adjusted and applied for greater results in this modern digital environment.

French football, foreign investors: global sports as country branding

Purpose This research aims to examine the fundamental elements regarding Paris Saint-Germain (PSG) marketing strategy. Specifically, the objective of this analysis is the implementation of globalizing the club brand of PSG. Design/methodology/approach The author held three 2-h face-to-face meetings. Given that the main criterion in the choice of the respondent for a case study was the quality of the information that could be obtained during the interview, the professionals were selected because of their direct involvement in the PSG’s global marketing strategy. Data collection was conducted with the aid of several in-depth interviews with the Deputy General Manager (in charge of commercial activities), Frédéric Longuépée, the Corporate and Brand Communications Manager, Nicolas Serres and the Brand Diversification and Development Manager (in charge of eSports), Fabien Allègre. Findings It appears that since the acquisition of PSG by Qatar Sports Investments, the club has entered a new era and has set in motion a strategy to compete with the biggest sports brands in the world. The results of this research reveal that the globalization strategy of PSG is itself part of Qatar’s internationalization approach. The findings also suggest that the global marketing strategy of the club is based on three key steps. First was the reorganization of the club to create an omnisports brand with a new CEO at its head, which is highlighted here. The rebuilding of the brand followed, through the creation of new identity and logotype, the acquisition of brands-athletes and controlled communication. Finally, the development of the club which is based on the diversification of growth drivers. Originality/value Overall, these results contribute to the enrichment of sports clubs and global marketing research This research offers a unique perspective and insights on the marketing strategic globalization of a professional sports club linked with the internationalization of a country. Best practices become visible through this analysis, which might serve as guidelines in other contexts.