Orchestration of the Marketing Strategy under Competitive Dynamics

Constructing suitable marketing strategy and implementing it effectively is an art and science both like orchestration of a symphony. The discussion in this paper blends this analogy with the science of marketing demonstrating the levels of strategy development in a competitive marketplace. The paper presents the marketing-mix in contemporary context and argues that performance of a marketing firm can be maximized, when a firm develops a creative marketing strategy and achieves marketing strategy implementation effectiveness. The discussion in the paper reveals that marketing managers of different levels simultaneously operate within the firm and perceive the need for strategy development with varied preferences. A consequence of this is development of robust strategies and their effective implementation which, in turn, leads to increased market performance. Thus, it is important for researchers to investigate various strategy integration perspectives and this paper provides guidance by reviewing the existing literature.Marketing strategy, strategy integration, marketing-mix, customer value,strategy implementation, market competition, risk factors, brand building, customer centric strategy, routes to market

An Exploration into Technological Capabilities among early stage Indian product based Telecom start-ups

New technology based start-ups play a very important role in developing the economy of a country. In India, telecom sector has seen unprecedented growth over the last decade and this has led to emergence of several telecom related start-ups. However, product based B2B start-ups are rare and existing ones have to undergo several challenges in commercializing. Surprisingly not much research work has been undertaken in identifying capabilities among early stage start-ups although the early phase represents a very crucial phase for product based firms and has been known to determine the success or failure for start-ups. Present study explores the technological capabilities that enable commercialization among such early stage start-ups by adopting a multiple case (four independent cases) based inductive methodology with Indian telecom start-ups as the context. We have identified architectural design, algorithmic implementation and product adaptation as components of technological capability of such start-ups. We further drill in to each of the sub-components of the technological capabilities to unearth their antecedents and peculiarities in telecom product company context. As a result we also present a classification scheme for studying the product architecture in the telecom context. We analyze and point out differences in technological capability among telecom start-ups vis-�-vis established firms in the sector .

How KLM gets CRM in the Air – CRM Excellence in Practice.

CRM;

CRM excellence at KLM Royal Dutch Airlines.

This case article tells the story of the rebirth of CRM at KLM Royal Dutch Airlines since 2002 and its successful liftoff during 2003, for which KLM received Gartner’s 2004 CRM Excellence Award. The Award presents itself as a natural moment of reflection on past CRM achievements and future plans. The case works well for generating a multifaceted class discussion on the challenge of making CRM into a business success. More specifically, it allows us to (1) dissect a CRM success story, that contrasts nicely with many of the CRM horror stories of the 1990s, and identify key success factors; (2) focus attention onto the viability of the planned approach KLM uses for implementing CRM; (3) introduce and show the importance of program management as a construct for structurally growing and governing enterprise wide investment in CRM; and (4) help reinforce lessons around CRM and business-ICT alignment.

How customer-centric are you?

In recent times, there has been a significant shift in what organisations do to sustain competitiveness and continue to be relevant in today’s business world. Organisations that have previously been fully focused on external influences affecting their industries - such as new market entrants, alternative products and services brand equity, and customers’ negotiating power - are now focusing these efforts on being more customer-centric; not just by gaining a deeper understanding of customers, and providing a better experience through tailoring products and services, but also by spending time creating a culture around the customer and satisfying their needs. This paper focuses on customer-centricity; and whilst it provides an insight into what being customer-centric potentially means, it also goes some way to help organisations observe customer-centricity from their own perspective, by exploring areas of good practice and how such practice can have a positive impact on the future of their business. It draws on evidence from both communities in the last few years to help provide a greater understanding of customer-centricity and to move towards theory that is currently lacking

Digital transformation and business model innovation : a multiple case study of retail chains in Germany

This thesis examines how the digital revolution has affected German grocery stores in particular and the country's retail sector as a whole. This study illuminates the connection between digital transformation and business model innovation in the retail industry using various qualitative research techniques, including expert interviews with Company A and Company B and a thorough literature analysis. The findings draw attention to the enabling elements, which include strong leadership commitment, successful change management, engagement with external partners, availability of resources and competencies, and a customer-centric emphasis. Legacy systems, talent shortages, poor IT infrastructure, and cultural barriers are a few of the reported difficulties. By evaluating these elements, the study offers valuable perceptions and suggestions for retail businesses seeking to negotiate the challenges and take advantage of the advantages of digital transformation and business model innovation. The study adds to the body of knowledge by providing actual data and case studies that deepen the comprehension of how business model innovation in the retail sector interacts with digital transformation. This thesis offers concrete solutions to improve operations and preserve competitiveness in the constantly changing consumer products industry. It is an invaluable resource for retail organizations looking to stimulate business model innovation and drive digital transformation.Esta tese analisa a forma como a revolução digital afectou as mercearias alemãs, em particular, e o sector retalhista do país como um todo. Este estudo ilustra a ligação entre a transformação digital e a inovação do modelo empresarial no sector do retalho, utilizando várias técnicas de investigação qualitativa, incluindo entrevistas a especialistas da Empresa A e da Empresa B e uma análise exaustiva da literatura. As conclusões chamam a atenção para os elementos facilitadores, que incluem um forte empenhamento da liderança, uma gestão da mudança bem sucedida, o envolvimento com parceiros externos, a disponibilidade de recursos e competências e uma ênfase centrada no cliente. Os sistemas herdados, a escassez de talentos, as deficientes infra-estruturas de TI e as barreiras culturais são algumas das dificuldades comunicadas. Ao avaliar estes elementos, o estudo oferece percepções e sugestões valiosas para as empresas de retalho que procuram enfrentar os desafios e tirar partido das vantagens da transformação digital e da inovação do modelo empresarial. O estudo contribui para o corpo de conhecimento ao fornecer dados reais e estudos de caso que aprofundam a compreensão de como a inovação do modelo de negócio no sector do retalho interage com a transformação digital. Esta tese oferece soluções concretas para melhorar as operações e preservar a competitividade na indústria de produtos de consumo em constante mudança. É um recurso inestimável para as organizações de retalho que procuram estimular a inovação do modelo empresarial e impulsionar a transformação digital

Best Practices for Customer Resource Management (Crm)

This thesis will help to define the best practices for implementing a CRM (Customer Resource Management) system in corporate enterprises. The notion that CRM is just an Information Technology Software Application is shortsighted. CRM is a more global design incorporating vendors, supply chains, enterprises, and customers. In presenting this dissertation, I follow proven and respected processes in order to set a foundation that is necessary for a structured research framework to identify best practices in CRM systems

Using big data for customer centric marketing

This chapter deliberates on “big data” and provides a short overview of business intelligence and emerging analytics. It underlines the importance of data for customer-centricity in marketing. This contribution contends that businesses ought to engage in marketing automation tools and apply them to create relevant, targeted customer experiences. Today’s business increasingly rely on digital media and mobile technologies as on-demand, real-time marketing has become more personalised than ever. Therefore, companies and brands are striving to nurture fruitful and long lasting relationships with customers. In a nutshell, this chapter explains why companies should recognise the value of data analysis and mobile applications as tools that drive consumer insights and engagement. It suggests that a strategic approach to big data could drive consumer preferences and may also help to improve the organisational performance.peer-reviewe

How can SMEs benefit from big data? Challenges and a path forward

Big data is big news, and large companies in all sectors are making significant advances in their customer relations, product selection and development and consequent profitability through using this valuable commodity. Small and medium enterprises (SMEs) have proved themselves to be slow adopters of the new technology of big data analytics and are in danger of being left behind. In Europe, SMEs are a vital part of the economy, and the challenges they encounter need to be addressed as a matter of urgency. This paper identifies barriers to SME uptake of big data analytics and recognises their complex challenge to all stakeholders, including national and international policy makers, IT, business management and data science communities. The paper proposes a big data maturity model for SMEs as a first step towards an SME roadmap to data analytics. It considers the ‘state-of-the-art’ of IT with respect to usability and usefulness for SMEs and discusses how SMEs can overcome the barriers preventing them from adopting existing solutions. The paper then considers management perspectives and the role of maturity models in enhancing and structuring the adoption of data analytics in an organisation. The history of total quality management is reviewed to inform the core aspects of implanting a new paradigm. The paper concludes with recommendations to help SMEs develop their big data capability and enable them to continue as the engines of European industrial and business success. Copyright © 2016 John Wiley & Sons, Ltd.Peer ReviewedPostprint (author's final draft