Trade marketing analytics in consumer goods industry

Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies ManagementWe address transparency of trade spends in consumer goods industry and propose a set of business performance indicators that follow Pareto (80/20) rule – a popular concept in optimization problem solving. Discovery of power laws in behaviors of travelling sales persons, buying patterns of customers, popularity of products, and market demand fluctuations – all that leads to better-informed decisions among all those involved into planning, execution, and post-promotion evaluation. Practical result of our work is a prototype implementation of proposed measures. The most remarkable finding – consistency of travelling sales person journey between customer locations. Loyalty to brand, or brand market power – whatever forces field sales representatives to put at least one product of market player of interest into nearly every market basket – fits into small world model. This behavior not only changes from person to person, but also remains the same after reassignment into different territory. For industrialization stage of this project, we outline key design considerations for information system capable of handling real-time workload scalable to petabytes. We built our analyses for collaborative processes of integrated planning that requires joint effort of multidisciplinary team. Field tests demonstrate how insights from data can trigger business transformation. That is why we end up with recommendation for system integrators to include Knowledge Discovery into information system deployment projects

The Effects of Self-Reinforcing Mechanisms on Firm Performance

This study empirically investigates the influence of the market-bound (i.e., interaction and network effects) on the firm-bound (i.e., scale and learning effects) self-reinforcing mechanisms, and their combined effect on product and organizational performance. The findings from a sample of 257 manufacturing firms reveal that interaction effects have a positive effect on network effects. Network effects have a positive impact on the potential for firms to realize scale and learning effects, which in turn, is positively related to their actual realization of these effects. The actual realization of scale and learning effects has a positive effect on product performance, which in turn positively influences organizational performance. These effects are robust across industries and provide ample opportunities for future research.management;economics;increasing returns;self-reinforcing mechanisms

Digital Food Marketing to Children and Adolescents: Problematic Practices and Policy Interventions

Examines trends in digital marketing to youth that uses "immersive" techniques, social media, behavioral profiling, location targeting and mobile marketing, and neuroscience methods. Recommends principles for regulating inappropriate advertising to youth

First come, first served: an analysis of pioneer and follower firms' market and nonmarket actions in the European mobile telephone industry

This study examines the relationship between erosion of the first-mover's market share and the differences in competitive behaviour of pioneer firms and followers. Particularly, we pay particular attention to market actions related to innovation, pricing and promotion, and to non-market actions related to judicial issues. The empirical study has been carried out with companies that are present in a dynamic context, such as the European mobile telephone industry. Our results show that when followers take more non-market actions than pioneers the negative effect on the firstentrant's advantage is more significant. On the contrary, we have not found a significant impact of innovating and pricing actions

Economic Impacts of GO TO 2040

The economy of the Chicago metropolitan region has reached a critical juncture. On the one hand, Chicagoland is currently a highly successful global region with extraordinary assets and outputs. The region successfully made the transition in the 1980s and 1990s from a primarily industrial to a knowledge and service-based economy. It has high levels of human capital, with strong concentrations in information-sector industries and knowledge-based functional clusters -- a headquarters region with thriving finance, business services, law, IT and emerging bioscience, advanced manufacturing and similar high-growth sectors. It combines multiple deep areas of specialization, providing the resilience that comes from economic diversity. It is home to the abundant quality-of-life amenities that flow from business and household prosperity.On the other hand, beneath this static portrait of our strengths lie disturbing signs of a potential loss of momentum. Trends in the last decade reveal slowing rates, compared to other regions, of growth in productivity and gross metropolitan product. Trends in innovation, new firm creation and employment are comparably lagging. The region also faces emerging challenges with respect to both spatial efficiency and governance.In this context, the Chicago Metropolitan Agency for Planning (CMAP) has just released GO TO 2040, its comprehensive, long-term plan for the Chicago metropolitan area. The plan contains recommendations aimed at shaping a wide range of regional characteristics over the next 30 years, during which time more than 2 million new residents are anticipated. Among the chief goals of GO TO 2040 are increasing the region's long-term economic prosperity, sustaining a high quality of life for the region's current and future residents and making the most effective use of public investments. To this end, the plan addresses a broad scope of interrelated issues which, in aggregate, will shape the long-term physical, economic, institutional and social character of the region.This report by RW Ventures, LLC is an independent assessment of the plan from a purely economic perspective, addressing the impacts that GO TO 2040's recommendations can be expected to have on the future of the regional economy. The assessment begins by describing how implementation of GO TO 2040's recommendations would affect the economic landscape of the region; reviews economic research and practice about the factors that influence regional economic growth; and, given both of these, articulates and illustrates the likely economic impacts that will flow from implementation of the plan. In the course of reviewing the economic implications of the plan, the assessment also provides recommendations of further steps, as the plan is implemented, for increasing its positive impact on economic growth

A framework for knowledge discovery within business intelligence for decision support

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.Business Intelligence (BI) techniques provide the potential to not only efficiently manage but further analyse and apply the collected information in an effective manner. Benefiting from research both within industry and academia, BI provides functionality for accessing, cleansing, transforming, analysing and reporting organisational datasets. This provides further opportunities for the data to be explored and assist organisations in the discovery of correlations, trends and patterns that exist hidden within the data. This hidden information can be employed to provide an insight into opportunities to make an organisation more competitive by allowing manager to make more informed decisions and as a result, corporate resources optimally utilised. This potential insight provides organisations with an unrivalled opportunity to remain abreast of market trends. Consequently, BI techniques provide significant opportunity for integration with Decision Support Systems (DSS). The gap which was identified within the current body of knowledge and motivated this research, revealed that currently no suitable framework for BI, which can be applied at a meta-level and is therefore tool, technology and domain independent, currently exists. To address the identified gap this study proposes a meta-level framework: - ‘KDDS-BI’, which can be applied at an abstract level and therefore structure a BI investigation, irrespective of the end user. KDDS-BI not only facilitates the selection of suitable techniques for BI investigations, reducing the reliance upon ad-hoc investigative approaches which rely upon ‘trial and error’, yet further integrates Knowledge Management (KM) principles to ensure the retention and transfer of knowledge due to a structured approach to provide DSS that are based upon the principles of BI. In order to evaluate and validate the framework, KDDS-BI has been investigated through three distinct case studies. First KDDS-BI facilitates the integration of BI within ‘Direct Marketing’ to provide innovative solutions for analysis based upon the most suitable BI technique. Secondly, KDDS-BI is investigated within sales promotion, to facilitate the selection of tools and techniques for more focused in store marketing campaigns and increase revenue through the discovery of hidden data, and finally, operations management is analysed within a highly dynamic and unstructured environment of the London Underground Ltd. network through unique a BI solution to organise and manage resources, thereby increasing the efficiency of business processes. The three case studies provide insight into not only how KDDS-BI provides structure to the integration of BI within business process, but additionally the opportunity to analyse the performance of KDDS-BI within three independent environments for distinct purposes provided structure through KDDS-BI thereby validating and corroborating the proposed framework and adding value to business processes

Implementation Action Plan for organic food and farming research

The Implementation Action Plan completes TP Organics’ trilogy of key documents of the Research Vision to 2025 (Niggli et al 2008) and the Strategic Research Agenda (Schmid et al 2009). The Implementation Action Plan addresses important areas for a successful implementation of the Strategic Research Agenda. It explores the strength of Europe’s organic sector on the world stage with about one quarter of the world’s organic agricultural land in 2008 and accounting for more than half of the global organic market. The aims and objectives of organic farming reflect a broad range of societal demands on the multiple roles of agriculture and food production of not only producing commodities but also ecosystem services. These are important for Europe’s economic success, the resilience of its farms and prosperity in its rural areas. The organic sector is a leading market for quality and authenticity: values at the heart of European food culture. Innovation is important across the EU economy, and no less so within the organic sector. The Implementation Action Plan devotes its third chapter to considering how innovation can be stimulated through organic food and farming research and, crucially, translated into changes in business and agricultural practice. TP Organics argues for a broad understanding of innovation that includes technology, know-how and social/organisational innovations. Accordingly, innovation can involve different actors throughout the food sector. Many examples illustrate innovations in the organic sector includign and beyond technology. The various restrictions imposed by organic standards have driven change and turned organic farms and food businesses into creative living laboratories for smart and green innovations and the sector will continue to generate new examples. The research topics proposed by TP Organics in the Strategic Research Agenda can drive innovation in areas as wide ranging as production practices for crops, technologies for livestock, food processing, quality management, on-farm renewable energy or insights into the effects of consumption of organic products on disease and wellbeing and life style of citizens. Importantly, many approaches developed within the sector are relevant and useful beyond the specific sector. The fourth chapter addresses knowledge management in organic agriculture, focusing on the further development of participatory research methods. Participatory (or trans-disciplinary) models recognise the worth and importance of different forms of knowledge and reduced boundaries between the generators and the users of knowledge, while respecting and benefitting from transparent division of tasks. The emphasis on joint creation and exchange of knowledge makes them valuable as part of a knowledge management toolkit as they have the capacity to enhance the translation of research outcomes into practical changes and lead to real-world progress. The Implementation Action Plan argues for the wider application of participatory methods in publicly-funded research and also proposes some criteria for evaluating participatory research, such as the involvement and satisfaction of stakeholders as well as real improvements in sustainability and delivery of public goods/services. European agriculture faces specific challenges but at the same time Europe has a unique potential for the development of agro-ecology based solutions that must be supported through well focused research. TP Organics believes that the most effective approaches in agriculture and food research will be systems-based, multi- and trans-disciplinary, and that in the development of research priorities, the interconnections between biodiversity, dietary diversity, functional diversity and health must be taken into account. Chapter five of the action plan identifies six themes which could be used to organise research and innovation activities in agriculture under Europe’s 8th Framework Programme on Research Cooperation: • Eco-functional intensification – A new area of agricultural research which aims to harness beneficial activities of the ecosystem to increase productivity in agriculture. • The economics of high output / low input farming Developing reliable economic and environmental assessments of new recycling, renewable-based and efficiency-boosting technologies for agriculture. • Health care schemes for livestock Shifting from therapeutics to livestock health care schemes based on good husbandry and disease prevention. • Resilience and “sustainagility” Dealing with a more rapidly changing environment by focusing on ‘adaptive capacity’ to help build resilience of farmers, farms and production methods. • From farm diversity to food diversity and health and wellbeing of citizens Building on existing initiatives to reconnect consumers and producers, use a ‘whole food chain’ approach to improve availability of natural and authentic foods. • Creating centres of innovation in farming communities A network of centres in Europe applying and developing trans-disciplinary and participatory scientific approaches to support innovation among farmers and SMEs and improving research capacities across Europe

An agent-based fuzzy cognitive map approach to the strategic marketing planning for industrial firms

This is the post-print version of the final paper published in Industrial Marketing Management. The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2013 Elsevier B.V.Industrial marketing planning is a typical example of an unstructured decision making problem due to the large number of variables to consider and the uncertainty imposed on those variables. Although abundant studies identified barriers and facilitators of effective industrial marketing planning in practice, the literature still lacks practical tools and methods that marketing managers can use for the task. This paper applies fuzzy cognitive maps (FCM) to industrial marketing planning. In particular, agent based inference method is proposed to overcome dynamic relationships, time lags, and reusability issues of FCM evaluation. MACOM simulator also is developed to help marketing managers conduct what-if scenarios to see the impacts of possible changes on the variables defined in an FCM that represents industrial marketing planning problem. The simulator is applied to an industrial marketing planning problem for a global software service company in South Korea. This study has practical implication as it supports marketing managers for industrial marketing planning that has large number of variables and their cause–effect relationships. It also contributes to FCM theory by providing an agent based method for the inference of FCM. Finally, MACOM also provides academics in the industrial marketing management discipline with a tool for developing and pre-verifying a conceptual model based on qualitative knowledge of marketing practitioners.Ministry of Education, Science and Technology (Korea