Think Local-Act Local: Is It Time to Slow Down the Accelerated Move to Global Marketing?

In view of the accelerated move of great corporations towards global marketing, the strategic changes of such companies raise interesting questions. Is marketing globalization reaching its limits after years of implementation? Is it time for companies to rethink their strategies and move back, like Coca-Cola, to a multi-domestic marketing approach?Global Marketing, Multi-Domestic Marketing Approach, Brand Equity, Drawbacks of Marketing Globalization, Coca-Cola

Innovation in Marketing Channels

In more recent years, the context of globalization in which market channel structures and strategies are developing is bringing to a more complex concept of marketing channels, with disintermediation or reintermediation, multichanneling and new roles/specializations that are emerging as new issues.In this context, innovation in marketing channels becomes a complex, multiorganizational, multidisciplinary activity that requires collaboration and interactions across various entities within the supply chain network. In recent years, the innovation processes in marketing channels have occurred with high intensity and speed, especially following the changes spurred by technology that allowed the adoption of more efficient organizational solutions.Retail; Channel Structure; Innovation in Marketing Channels; Retail Technological Innovation; Global Markets

Retailers’ assessment : guidelines for open innovation partnerships

During times of economic turmoil, and times of strong development and movement of information technologies and communication techniques, there is a call for stronger commitment, innovation and adaptability at the organizational level. Inter-organizational collaborative innovation is currently mandatory for companies that want to become competitive. This dissertation sets to understand, through the construction of an evaluation tool (Coding Scheme), how can a retailer choose with whom it can develop an Open Innovation partnership model. This is achieved through a study of the criteria used to assess retailers’ performance in several business fields. The aim is to understand the methodology used to assess the performance of other companies in the same business, being these companies in the same business and possible future partners. Exploring this topic of Open Innovation is extremely relevant for diverse reasons. Firstly, because studying the macro and micro environment where a firm is operating it is possible to realize how it acquires and develops new competences and communicates with the outside. Then, it is important to understand that multi approaches to Open Innovation can coexist within the same company, with successful results. Finally, this study can provide managers who have not yet implemented Open Innovation in their organizations with helpful knowledge and concepts that can be a tool to identify growing opportunities in their business.É durante tempos de maior dificuldade económica, em que a informação e tecnologia circulam a uma velocidade cada vez mais elevada, que as entidades organizacionais são chamadas a apostar na inovação e empenho, de modo a que se consigam adaptar às circunstâncias externas. Assim, inovação colaborativa inter-organizacional é um conceito indispensável para as empresas que desejam continuar ou tornar-se competitivas. Esta dissertação tem como principal objectivo compreender, através de uma ferramenta de avaliação de retalhistas (Coding Scheme) construída ao longo da mesma, uma metodologia de seleção de possíveis parceiros para uma estratégia de Inovação Aberta, na indústria do retalho alimentar. Para tal, é realizado um estudo sobre quais os critérios a utilizar para avaliar o desempenho de cada retalhista no âmbito de diversas áreas de negocio. O estudo deste tema é pertinente, uma vez que, ao estudar as condições envolventes de uma empresa e ao perceber como é que esta estabelece e coexiste com os stakeholders, pretende-se compreender como é que a aquisição e desenvolvimento de competências se processa, assim como a comunicação estabelecida esse meio envolvente. É também interessante perceber que uma empresa pode comprometer-se com vários tipos ou metodologias de Inovação Aberta, apresentando resultados enriquecedores. Por ultimo, este estudo serve também como base para futuras investigações sobre o tema e como ajuda para empreendedores e gestores de empresas que ainda não tenham aderido a este tipo de inovação colaborativa. São revelados conceitos e metodologias que poderão ser úteis para a mudança de “mindset” numa empresa que ainda seja tradicionalmente inovadora

Retail technology adaptation in traditional retailers:A technology-to-performance chain perspective

Traditional retailers must immediately embrace and adapt technology to survive in the competitive retail industry as retail technology rapidly changes consumers’ buying habits and expectations. This study may be the first to apply the Technology-to-Performance Chain (TPC) to traditional retailers' technological adaptation in an emerging market. A developing country's traditional retailers were studied qualitatively. Most of traditional retail's ongoing technologies are the result of adaptation by combining existing technologies to local conditions or technology adoption improvements. Technology adaptation includes using PoS system software with a printer and barcode scanner to substitute modern retail cash registers, a combination of mobile apps and PoS system software to mimic mPoS, and adapted EDC for digital product transactions. This technology adaptation is meant to manage business processes and manage the business growth of traditional retail that has limited resources and unique additional services. Therefore, available technology should be adapted to ensure low complexity, compatibility, and reliance on technologies that are familiar to people in developing countries. Furthermore, the task-technology fit (TTF) component requires the support of traditional retailers’ awareness, effective partnerships with technology providers, and perceived technical competence to increase the utilization of adapted technology and achieve the expected performance which includes inventory data clarity, increased retail revenue, and time savings

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

Is traditional retail moving to e-commerce in the field of the fashion industry in India?

The main aim of this dissertation is to discover whether consumers feel that e-commerce provides superior performance and technology facilities than traditional retail from the perspective of Indian consumers, and to assess the importance of Omni-channel concepts and operations in the fashion industry. The fashion industry is one of the foremost business segments in India. Currently, the fashion industry is overcoming with new technology and innovation in their business. In the 1990s e-commerce was introduced saw the potential possibilities of innovation, and the new concepts which made the consumer base attractive towards e-commerce. Online retailers are growing faster than traditional retailers due to high pressure from online retailer’s offers and strategies. This research is identifies the issues in the fashion retail business in India. What are the challenges faced by traditional retail? What are the environmental causes disturbing the fashion retail industry which are argued with more detail in PEST analysis and Porter’s five forces of modern retailing and communication? Traditional fashion retailers understand how to solve difficulties and challenges in the supply chain. Discussed many technologies for fashion retail markets to improve their strategy and customer satisfaction. Researching the hypotheses are collecting behaviourism, functionalism, and experimental ideas what should traditional retailers do in their retail shop and which channel should they adopt for their business? Hypotheses are used to conduct a quick market analysis to understand the Indian demographic attitudes towards technologies, client interest, and Omni-channel. We need to understand which approaches we can use to gain knowledge in theoretical perspective. Multiple techniques are involved in the analysis and validation of hypotheses. I used SPSS tool for data analysis with cross-tabulation function. In this research I found that traditional retail and e-commerce are independent of each other but gradually merging, a most important factor for future fashion industry trends. They are systematically embracing Omni-channel strategy to provide good consumer service

Using eCommerce to Improve Product Marketing and Profitability in Nigeria

Small and medium enterprises in Nigeria rarely use eCommerce, which has led to lagging market shares and profitability compared to firms in other countries that use eCommerce. Approximately 90% of boutique fashion businesses shut down their businesses due to the inability to operate outside their business location. The social exchange theory was used in this multiple case study to explore how some small business owners in the boutique fashion industry use eCommerce to improve product marketing and profitability in Nigeria. The target population for this study was 5 fashion boutique owners based in Lagos State, Nigeria with a significant record of profitability by using eCommerce in product marketing. The data collection was through semistructured face-to-face interviews with 5 business leaders; each from different fashion boutiques in Lagos. Data collected was first coded to maintain confidentiality of participants, the digital recordings was transcribed into a Microsoft word document, and Nvivo 10 software was used to analyze and generate emerging themes. The data analysis was supported by methodological triangulation and member checking to enhance the credibility and trustworthiness of the interpretations. Two of the themes that emerged from the study were generating sales to improve profitability and strategic store locations. Use of eCommerce may contribute to social change through an increase in successful startups, increased employment, and the positive impact such companies have in the societies and communities they operate. Leveraging eCommerce may enable small- and medium-sized enterprise leaders to operate sustainable businesses

Innovation, Research and Development and Capital Evaluation

The role of innovation is becoming increasingly crucial in modern societies. In particular, investments in Research and Development represent an important tool for promoting innovation and for enhancing the capital invested in the market. By now, innovation is linked with different concepts, from entrepreneurship to sustainability, from economics to management. The analysis of the innovation process involves different skills to overcome the high degree of competitiveness and allow higher levels of profits. In the text, the interactions among innovation, entrepreneurship, and ecosystems are investigated. It is an attempt to prepare the theoretical bases to face in an appropriate way the transformations of modern economic and organizational systems and to suggest adequate support policies