Marketing and Design in Organisational New Product Development: Early Evidence From New Zealand Manufacturing Firms

<p>The multidisciplinary nature of organisational new product development (NPD) suggests that the development of successful new products is dependent upon the individual and combined efforts of various functions. Despite being recognised as two highly important disciplines in NPD, marketing and design have received little empirical examination of their roles in the NPD process and their effects on NPD outcome. In order to address this gap within the literature, the objectives of this thesis were to assess the presence of marketing and design in NPD, explore the nature of the marketing-design relationship, and examine the effects of marketing influence, design influence, and the level of marketing-design connectedness on NPD outcome. The study was set within the New Zealand context and data was collected via a web-based survey from 91 manufacturing firms that adopted both marketing and design in their NPD programmes. The results showed marketing and design to be two highly influential functions in NPD. Both functions were also found to be strongly involved in the NPD process. A positive relationship was found between marketing and design’s functional influence, which suggested the possibility of an interdependent relationship between the two disciplines. Finally, marketing and design were found to affect different aspects of NPD outcome, with marketing positively affecting product innovativeness, and design positively affecting process proficiency and financial performance. The research has implications for the future development of marketing, design, and NPD theories, as well as for managers seeking to improve their NPD activities through the alignment of their marketing and design functions.</p>

Marketing and Design in Organisational New Product Development: Early Evidence From New Zealand Manufacturing Firms

<p>The multidisciplinary nature of organisational new product development (NPD) suggests that the development of successful new products is dependent upon the individual and combined efforts of various functions. Despite being recognised as two highly important disciplines in NPD, marketing and design have received little empirical examination of their roles in the NPD process and their effects on NPD outcome. In order to address this gap within the literature, the objectives of this thesis were to assess the presence of marketing and design in NPD, explore the nature of the marketing-design relationship, and examine the effects of marketing influence, design influence, and the level of marketing-design connectedness on NPD outcome. The study was set within the New Zealand context and data was collected via a web-based survey from 91 manufacturing firms that adopted both marketing and design in their NPD programmes. The results showed marketing and design to be two highly influential functions in NPD. Both functions were also found to be strongly involved in the NPD process. A positive relationship was found between marketing and design’s functional influence, which suggested the possibility of an interdependent relationship between the two disciplines. Finally, marketing and design were found to affect different aspects of NPD outcome, with marketing positively affecting product innovativeness, and design positively affecting process proficiency and financial performance. The research has implications for the future development of marketing, design, and NPD theories, as well as for managers seeking to improve their NPD activities through the alignment of their marketing and design functions.</p>

Keputusan Pembelian Ditinjau dari Promosi Menggunakan Media Sosial dan Word of Mouth Marketing

The purpose of this research is to determine the effect of promotion using social media and word of mouth marketing on purchasing decisions for beauty clinic services. This research is belonging to quantitative research with data collection techniques using interviews, documentation, and questionnaires. For data analysis using multiple linear regression analysis. The results showed that at this time, promotions using social media and word of mouth marketing influence purchasing decisions still, either partially or simultaneously. From these results, social media is still effectively used as a tool on promoting products. Word of mouth marketing also has an effective influence in affecting purchasing decisions. Where consumers still trust the recommendations of their close environment on products buying decision. Kata Kunci: social media, word of mouth marketing, buying decision

Impact of Eperiential Marketing and Perceived Quality on Brand Loyalty with Brand Trust as Mediation

This study is to look at: 1) the influence of eperiential marketing on brand trusts; 2) the influence of perceived quality on brand trust; 3) the influence of brand trust on brand loyalty; 4) the influence of eperiential marketing on brand loyalty; 5) the influence of perceived quality on brand loyalty. The samples used in this study were as many as 100 respondents using data analysis with Smart PLS. The results of this study are: 1) there is an eperiential marketing influence on brand trust. 2) There is an influence of perceived quality on brand trust. 3) There is no influence of brand trust on brand loyalty. 4) There is no eperiential marketing influence on brand loyalty. 5) There is a perceived quality influence on brand loyalty.

A Bibliometric Analysis of Green Branding Research from 2000 to 2019

The shifting trend of businesses and customers towards environmental sustainability has led to increasing interest in green branding among researchers. In order to facilitate these researchers, our study presents a bibliometric analysis of the research on green branding from 2000 to 2019. The Scopus database was screened to identify year-wise publications, most cited papers, most prolific authors, countries and institutions. The VOSviewer software was used to analyse keyword occurrence, co-authorship network and inter-country co-authorship network. Results of the bibliometric analysis show that the largest number of papers on green branding was published in 2017. The most cited paper is ‘Pro-environmental products: Marketing influence on consumer purchase decision’. The most prolific author on green branding is Chung-Shing Chan from The Chinese University of Hong Kong, which is also the most productive university with respect to research on green branding. The Journal of Cleaner Production published by Elsevier and Sustainability (Switzerland) published by MDPI have published the largest number of papers on green branding. This analysis provides direction to researchers venturing into the field of green branding by providing information on the journals, authors, institutions and countries that are prominent in the domain of environmental sustainability as well as keywords that are frequently used in research on green branding.

PENG ARUH BRAND IMAGE DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER SATISFACTION (STUDI PADA HOTEL OYO SURABAYA)

Penelitian ini bertujuan untuk mengetahui adakah pengaruh antara brand image dan experiential marketing sebagai variabel independen terhadap kepuasan pelanggan sebagai varibel dependen pada hotel OYO di Surabaya. Penelitian ini menggunakan metode quantitative dengan responden 110 orang yang berusia 18 – 50 tahun. Kuesioner one-on-one diterapkan pada pelanggan hotel OYO yang pernah menginap minimal 1 kali di hotel OYO di Surabaya. Setelah dilakukan uji validitas dan reliabilitas indikator penelitian, maka dilakukan uji hipotesis. Teknik analisis data yang digunakan adalah regresi linier berganda. Instrumen penelitan berupa observasi, wawancara, dan kuesioner dianalisis menggunakan skala likert. Hasil peenlitian menunjukkan bahwa citra merek tidak berpengaruh terhadap kepuasan konsumen, tetapi berbeda dengan experiential marketing yang berpengaruh positif terhadap kepuasan konsumen. This study aims to research is there any influence between brand image and experiental marketing as independent variable to customer satisfaction as dependent variable in OYO Hotels in Surabaya. This study used quantitavie method and using 110 people as a respondents with a vulnerable age of 18-50 years. In the context of this field research, an one-on-one quistionnare has been applied on customer OYO hotels people who have stay at least 1 time in OYO Hotels in Surabaya. After testing the validation and reliability of the research indicators, a hypothesis test was conducted. The technique to analyse of this research was regression linier. Instrument this research are observation, interview, and questionniare that analyzed using likert scale This research’s result showed that brand image does not influence customer satisfaction, but the different result was founded thah experiential marketing influence significantly to customer satisfaction.

FACTORS AFFECTING THE BUYING DECISION FOR B’LAO SILK

The developeding economic environment leads to consumers‟ changes in choosing silk types. However, consumers' comparison between traditional silk with high cost and industrial silk at low prices is unclear. This research aims to explore the factors that influence to choose the B‟Lao silk to provide enterprises with appropriate production and business orientations. The study was conducted through a survey of 226 consumers who have used B‟Lao silk at supermarkets and shops. Analysis of research results through PLS-SEM model with Smart PLS. The results showed that affecting factors to choose B‟Lao silk selection from high to low: marketing, influence group, psychology, information and brand. The research results enable businesses to increase consumer‟s choice of B‟Lao silk.