Experiential marketing: bridging the gap between value creation to customers and value capture by firms

An already voluminous literature addressing the value of marketing to the firm has, until now, fallen short of expectations. In a context in which marketers have increasingly been challenged to prove their worth, the scholarly attempts to demonstrate the value of marketing to the firm have stumbled to reach unquestionable results. Part of the problem may lie in the lengthy and twisted chain of effects from marketing actions to marketing performance outcomes. Between inputs and outputs lie numerous uncontrollable and often confounding external factors, such as the actions of customers, competitors, and other market agents. The problematic operationalization of such complex market structures impelled researchers to analyze fractions of this web of effects rather than attempting to study overarching conceptual models in full. Prior empirical research has typically considered either the impact of marketing actions in the marketplace or the consequences to the firm of the behaviors of customers and rivals. There is still a gap in the literature of an all-encompassing end-to-end demonstration of how specific marketing inputs can drive specific marketing outputs unequivocally contributing to organizational performance. This thesis addresses the issue of marketing as a value-capturing corporate function through its determinant role in managing value-creating exchanges with customers in the marketplace while hindering competitors from appropriating it. Our research suggests that experiential marketing may bridge the gap between value creation to the customer and value capture by the firm. In particular, our findings show that marketing-crafted valuecreating online shopping experiences may predict value-capturing marketing performance outcomes with the mediation of superior customer-level marketing performance. Thus, our results suggest that experiential marketing may offer an opportunity to bridge the gap between "give and take," value creation and value capture, and demonstrate how relevant the contribution of marketing to the firm's value rising can be.Uma já volumosa literatura abordando o valor do marketing para a empresa tem até agora ficado aquém das expectativas. As tentativas para demonstrar a valia do marketing para a empresa não têm conseguido alcançar inequívocas demonstrações de como o marketing pode ter uma contribuição relevante para a apropriação de valor pela empresa. Parte do problema reside na longa e sinuosa cadeia de efeitos ligando os estímulos de marketing aos resultados do desempenho. Entre uns e outros existem inúmeros fatores externos, incontroláveis e perturbadores, tais como as ações de outros participantes no mercado. A investigação empírica anterior tem tipicamente estudado ou os efeitos the ações de marketing no mercado, sobretudo nos clientes, mas também nos concorrentes, ou então as consequências para a empresa dos comportamentos dos clientes e rivais. Consequentemente, há uma lacuna na literatura de uma demonstração abrangente de como determinados estímulos de marketing podem conduzir a efeitos específicos precursores do desempenho da organização. Esta tese equaciona o marketing como função de captura de valor para a empresa através do seu papel determinante na gestão de trocas de valor com clientes, em paralelo com o impedimento aos concorrentes de se apropriarem do valor criado. A nossa investigação sugere que o marketing experiencial pode estabelecer a ligação entre criação de valor para o cliente e captura de valor para a empresa. Em particular, os nossos resultados mostram que experiências de compra criadoras de valor para os clientes em ambientes digitais podem conduzir à captura de valor para a empresa através da mediação de desempenho de marketing a nível de cliente. Portanto, os nossos resultados sugerem que o marketing experiencial pode ser uma grande oportunidade para preencher a lacuna entre “dar e receber”, criação e captura de valor, e mostram quão relevante pode ser a contribuição do marketing para o valor da empresa

Shortest Route at Dynamic Location with Node Combination-Dijkstra Algorithm

Abstract— Online transportation has become a basic requirement of the general public in support of all activities to go to work, school or vacation to the sights. Public transportation services compete to provide the best service so that consumers feel comfortable using the services offered, so that all activities are noticed, one of them is the search for the shortest route in picking the buyer or delivering to the destination. Node Combination method can minimize memory usage and this methode is more optimal when compared to A* and Ant Colony in the shortest route search like Dijkstra algorithm, but can’t store the history node that has been passed. Therefore, using node combination algorithm is very good in searching the shortest distance is not the shortest route. This paper is structured to modify the node combination algorithm to solve the problem of finding the shortest route at the dynamic location obtained from the transport fleet by displaying the nodes that have the shortest distance and will be implemented in the geographic information system in the form of map to facilitate the use of the system. Keywords— Shortest Path, Algorithm Dijkstra, Node Combination, Dynamic Location (key words

Rethinking the risk matrix

So far risk has been mostly defined as the expected value of a loss, mathematically PL (being P the probability of an adverse event and L the loss incurred as a consequence of the adverse event). The so called risk matrix follows from such definition. This definition of risk is justified in a long term “managerial” perspective, in which it is conceivable to distribute the effects of an adverse event on a large number of subjects or a large number of recurrences. In other words, this definition is mostly justified on frequentist terms. Moreover, according to this definition, in two extreme situations (high-probability/low-consequence and low-probability/high-consequence), the estimated risk is low. This logic is against the principles of sustainability and continuous improvement, which should impose instead both a continuous search for lower probabilities of adverse events (higher and higher reliability) and a continuous search for lower impact of adverse events (in accordance with the fail-safe principle). In this work a different definition of risk is proposed, which stems from the idea of safeguard: (1Risk)=(1P)(1L). According to this definition, the risk levels can be considered low only when both the probability of the adverse event and the loss are small. Such perspective, in which the calculation of safeguard is privileged to the calculation of risk, would possibly avoid exposing the Society to catastrophic consequences, sometimes due to wrong or oversimplified use of probabilistic models. Therefore, it can be seen as the citizen’s perspective to the definition of risk

Energy Efficient Window Development

The paper investigates the development of energy efficient windows in the past 30 years. The focus is on the development and interlinkages among technology, actors´ interaction and market diffusion in a broader policy context. The paper shows that in singular development cycles, different factors and the interfaces among these factors influenced the improvement and penetration of energy efficient window technologies. Such factors includes a) surrounding factors, such as climate characteristics, oil crisis and international concerns and strategies, b) policy instruments, like building codes and technology procurement programs, as well as c) industry initiatives, including niche market strategies

The drivers of Corporate Social Responsibility in the supply chain. A case study.

Purpose: The paper studies the way in which a SME integrates CSR into its corporate strategy, the practices it puts in place and how its CSR strategies reflect on its suppliers and customers relations. Methodology/Research limitations: A qualitative case study methodology is used. The use of a single case study limits the generalizing capacity of these findings. Findings: The entrepreneur’s ethical beliefs and value system play a fundamental role in shaping sustainable corporate strategy. Furthermore, the type of competitive strategy selected based on innovation, quality and responsibility clearly emerges both in terms of well defined management procedures and supply chain relations as a whole aimed at involving partners in the process of sustainable innovation. Originality/value: The paper presents a SME that has devised an original innovative business model. The study pivots on the issues of innovation and eco-sustainability in a context of drivers for CRS and business ethics. These values are considered fundamental at International level; the United Nations has declared 2011 the “International Year of Forestry”

Practice-centred e-health system design for cross-boundary clinical decision support

The idea of cross-boundary clinical decision support has the potential to transform the design of future work environments for e-health through a connected healthcare system that allows for harnessing of information and peer opinion across geographical boundaries for better decision-making. The trouble, however, is that the use of healthcare information in decision-making usually occurs within the context of a complex structure of clinical work practices that is often shaped by a wide range of factors, including organisational culture, local work contexts, socially constructed traditions of actions, experiences and patients’ circumstances. They vary across geographical boundaries, and have remained largely unaccounted for in the design of current e-health systems. As a result, achieving the visions of e-health, particularly in relation to cross-boundary clinical decision support, requires a rethinking of key clinical and organisational processes in a manner that accommodates work practice as a fundamental part of how clinicians work and make decisions in the real-world. This thesis investigates the concept of work practice as a design requirement for cross-boundary clinical decision support systems in e-health. It is argued that the task of enabling informed decision support across geographical boundaries in e-health can be enhanced through an understanding, and a formal characterisation, of work practices in various healthcare work contexts, and a specification of how practice can be used, managed and transformed to suit various clinical problem situations and patients’ needs. This research takes a clinical practice-centred approach to inform e-health system design, and draws on the concept of work practice and cultural-historical theory in social science as well as situation awareness in order to describe the local traditions of actions that guide clinicians’ work in the real world. It contributes a coherent conceptual architecture comprising a practice-centred awareness model for cross-boundary awareness, a frame-based technique, named PracticeFrame, for formalising and representing work practice for system design, and ContextMorph, for adaptively transforming a suggestion across work boundaries to suit a user’s local work context and practices. An in-depth user-informed requirements capture was used to gain an understanding of clinical work practices for designing e-health system for cross-boundary decision support. A proof of concept prototype, named CaDHealth, which is based on the Brahms work practice modelling tool and includes a work practice visualisation model, named the practice display, was developed and used to conduct user-based evaluation. The evaluation revealed that incorporating practice-centred awareness enhances usefulness, acceptance and user adoption of e-health systems for cross-boundary clinical decision support

A focused ethnographic study on management of chronic comorbid (diabetes and hypertension) conditions among adults in selected primary health care settings in Kenya.

Doctor of Philosophy in Nursing and Public Health. University of KwaZulu-Natal, Durban, 2016.Abstract available in PDF file

Combining SOA and BPM Technologies for Cross-System Process Automation

This paper summarizes the results of an industry case study that introduced a cross-system business process automation solution based on a combination of SOA and BPM standard technologies (i.e., BPMN, BPEL, WSDL). Besides discussing major weaknesses of the existing, custom-built, solution and comparing them against experiences with the developed prototype, the paper presents a course of action for transforming the current solution into the proposed solution. This includes a general approach, consisting of four distinct steps, as well as specific action items that are to be performed for every step. The discussion also covers language and tool support and challenges arising from the transformation