Online marketing:When to offer a refund for advanced sales

Advance selling is a marketing strategy commonly used by online retailers to increase sales by exploiting consumer valuation uncertainty. Recently, some online retailers have started to allow refunds on products sold in advance. On the one hand this reduces the net advance sales, but on the other hand it allows a higher advance sales price. This research is the first to explore the overall effect of allowing a refund on profits from advance sales, identifying conditions where advance selling with or without refunds (or no advance selling at all) is best. We analytically compare the profits of three advance selling strategies: none, without refund, and with refund. We show that selling in advance and allowing a refund is optimal for products with a relatively small profit margin and small strategic market size, and that the added profit can be considerable. Our results guide managers in selecting the right advance selling strategy. To facilitate this, we graphically display, based on the two dimensions of regular profit margin and strategic market size, under what conditions the different strategies are optimal

Optimization of Fast Moving Consumer Goods (FMCG) marketing channels in China: a case study

JEL classification: M31The operation conditions of marketing channels, regarded as the crucial external resources of enterprises, directly influence the market position of a company. Good marketing channels are significant links for enterprises to perceive market change and adjust enterprise behavior and decisions. This thesis seeks to clarify and define various factors influencing marketing channels optimization by using fast moving consuming goods (FMCG) as the focus of the research topic and by taking Rainbow Company as an example, based on data of an actual marketing channel operation and deep research on the case company. On this basis, the concept and basic framework of marketing channel optimization of FMCG enterprises has been considered from the perspective of channel relationship selection and marketing channel integration, considering the influence of direct online marketing models on traditional marketing channels. Finally, it has put forward the implementation strategy of marketing channel optimization from three aspects, building strategic alliance of marketing channels, putting more effort in developing a network channel and in strengthening regional marketing team construction by applying relevant theories and concepts of marketing channel optimization.As condições de operação dos canais de marketing, considerados como recursos externos essenciais das empresas, influenciam diretamente o posicionamento de uma empresa no mercado. Um bom canal de marketing constitui um elemento muito significativo para que as empresas se apercebam das mudanças ocorridas no mercado e possam ajustar os seus comportamentos e decisões em conformidade. Esta tese procura clarificar e definir os diversos fatores que influenciam a otimização dos canais de marketing a partir do estudo de caso da empresa Rainbow Company e adotando, como base de pesquisa, o caso de produtos de rápido consumo (FMCG “fast moving consumer goods”). Deste modo a tese definiu o conceito e o enquadramento básico da otimização de canais de marketing sob a perspetiva da seleção de relacionamentos e da integração, considerando a influência de modelos de marketing direto online sobre os canais de marketing tradicionais. Por fim, e tendo por base as teorias e conceitos relevantes, a tese desenvolveu uma estratégia de implementação da otimização de canais de marketing sob três perspetivas: construção de alianças estratégicas; reforço do desenvolvimento de redes; e reforço do desenvolvimento de equipas de marketing regional

Digital work in the planetary market

Many of the world’s most valuable companies rely on planetary networks of digital work that underpin their products and services. This important book examines implications for both work and workers when jobs are commodified and traded beyond local labor markets. For instance, Amazon’s contractors in Costa Rica, India, and Romania are paid to structure, annotate, and organize conversations captured by ‘Alexa’ to train Amazon’s speech recognition systems. Findings show that despite its planetary connections, labor remains geographically “sticky” and embedded in distinct contexts. The research emphasizes the globe-spanning nature of contemporary networks without resorting to an understanding of “the global” as a place beyond space.Aujourd’hui, de nombreux emplois peuvent être exercés depuis n’importe où. La technologie numérique et la connectivité Internet généralisée permettent à presque n’importe qui, n’importe où, de se connecter à n’importe qui d’autre pour communiquer et interagir à l’échelle planétaire. Ce livre examine les conséquences, tant pour le travail que pour les travailleurs, de la marchandisation et de l’échange des emplois au-delà des marchés du travail locaux. Allant au-delà du discours habituel sur la mondialisation « le monde est plat », les contributeurs examinent à la fois la transformation du travail lui-même et les systèmes, réseaux et processus plus larges qui permettent le travail numérique dans un marché planétaire, en offrant des perspectives empiriques et théoriques. Les contributeurs - des universitaires et des experts de premier plan issus de diverses disciplines - abordent une variété de questions, notamment la modération du contenu, les véhicules autonomes et les assistants vocaux. Ils se penchent d’abord sur la nouvelle expérience du travail et constatent que, malgré ses connexions planétaires, le travail reste géographiquement collé et intégré dans des contextes distincts. Ils examinent ensuite comment les réseaux planétaires de travail peuvent être cartographiés et problématisés, ils discutent de la multiplicité productive et de l’interdisciplinarité de la réflexion sur le travail numérique et ses réseaux et, enfin, ils imaginent comment le travail planétaire pourrait être réglementé. Les directeurs Mark Graham est professeur de géographie de l’Internet à l’Oxford Internet Institute et chargé de cours à l’Alan Turing Institute. Il est l’éditeur du livre Digital Economies at Global Margins (MIT Press et CRDI, 2019). Fabian Ferrari est un candidat au doctorat à l’Oxford Internet Institute

Los modelos de negocio digitales en la industria discográfica (1999-2016): propuesta de una empresa musical en internet

Fecha de lectura de Tesis Doctoral: 18 de febrero de 2019.Esta tesis aborda la creación de una empresa musical en internet en base a un plan de mercadeo digital, y cuenta con análisis de las redes sociales, comercio electrónico y Search Engine Optimization