Disseny d'un model d'avaluació de resultats de l'activitat de màrqueting per a empreses competint al mercat català i amb relació contractual amb els seus clients

L’objectiu de la tesi doctoral és el de desenvolupar un model que permeti valorar de forma objectiva les actuacions en matèria de màrqueting portades a terme per una organització. Aquest model està constituït per un conjunt de variables descriptives i quantitatives, anomenades variables de control, juntament amb una metodologia de càlcul i un sistema d’indicadors integrat que facilita la traçabilitat de les inversions de màrqueting i explicita la relació causa-efecte entre aquestes i el valor generat per a l’organització. El model s’utilitza per a valorar dades reals d’organitzacions que operin al mercat català i que compleixin la condició de basar la relació amb els seus clients en un model contractual (com veurem més endavant, és inviable aplicar un model comú per a tot tipus d’empresa). L’objectiu, doncs, és la valoració de l’acompliment dels seus objectius en relació als seus actius de mercat (marca i valor de client) i la creació d’un model específic, no generalitzable, per a aquest tipus d’empreses. Un segon objectiu d’aquest treball és l’anàlisi de les principals publicacions especialitzades referents des d’un punt de vista global i local, proposant en primer lloc una terminologia clara en relació a l’activitat de màrqueting, l’acompliment dels seus objectius i la conceptualització d’actius de mercat, i analitzant, en segon, l’impacte d’aquests àmbits i la seva evolució en els últims quinze anys. Alguns estudis previs (Llonch et al., 2002; Ambler i Xiucun, 2003; entre d’altres) es centren a comparar empreses per sectors, funcionalitats i països. És probable, com apunta Llonch et al. (2002) al fer això, que casuístiques atribuïbles a diferències geogràfiques i nacionals es tractin erròniament com a empresarials. A tal efecte, aquest estudi elimina la variabilitat per país i sector (parcialment, aquest darrer), proposant un model acotat, tal com recomanen Ambler et al., (2001), Llonch et al (2002), entre d’altres, que pugui servir de referència en la metodologia i en la validesa conceptual, i no tant en els resultats del model en un context més genèric. Pauwels (2009) demostra la relació entre la creació d’un model predefinit de variables i la millora del càlcul de l’eficiència en la despesa en màrqueting, pel que la creació d’aquest model integrat té l’objectiu d’esdevenir una eina de Gestió del Rendiment Corporatiu (GRC, en endavant1) (Bauer, 2004) aplicada a la gestió de màrqueting i els seus actius. Aquesta particularització del GRC rep el nom de Gestió del Rendiment de Màrqueting (GRM, en endavant2) (Ambler, 2000) i el seu objectiu és el d’augmentar la usabilitat i faciliti la generació d’informació per a la presa de decisions de la línia directiva de les organitzacions. L’abast de la tesi és el de crear el model des d’una perspectiva d’avaluació de l’activitat de màrqueting per part de la línia directiva, i no pas el desenvolupament informàtic d’una eina de suport a la presa de decisions ja que això, com apunten diversos autors (Dover, 2004; Schiff, 2008) i es tractarà amb més profunditat en el capítol 5, implicaria un nivell de personalització per cada empresa que no és objectiu d’aquesta tesi.The thes is aims to develop a practical model to asses m arketing perform ance within an organization. The model is basically structured around control metrics both from a qualitative and quantitatve approach, together with an integrated system of key performance indicators that enables marketing accountability through different organisational divisions, thus stating a solid cause/effect relationship between marketing activities and the value created for the organisation. The aformentioned model is used to assess marketing activites for catalan com panies with a contract-based customer relationship. Final assessment includes also a dynamic valuation of the company's market as sets . A second objective of the thes is is to review the current state of the art of marketing assessment literature from specialized journals both from a global and a local pers pective, defining a comprehensive list of related terms about marketing performance measurement, market-asset description and valuation and an accurate analysis about its evolution throughout the last 15 years.Postprint (published version

Optimising the marketing mix to influence consumer purchasing decisions in liquor outlets

Retailers, Wholesalers, Marketers, Alcohol distributors and Manufacturers continuously fight for volume growth and market-share gain within the total alcohol market. Most of the answers of how much each can gain over a period of time remain a mystery that can only be answered by the consumers. The consumers determine who will have more share of wallet or share of throat more than the other. This is also equally applicable to brands, packs and the various alcohol categories that exist in the market. Why is it important, you possibly wonder? It is important because the alcohol market is an integrated part of our society; it contributes immensely to the South African economy and its value chain is enormous in value. Consumption expenditure increased from R3 513 039 000 in 2004 to R8 558 232 000 by 2013 in the Eastern Cape alone. In the last 10 years there has been an increase of new products that are being introduced into the market across all categories ranging from traditional alcoholic brands to flavoured and ready to drink brands. This presents an opportunity to alcohol consumers, alcohol shoppers and sellers alike. This opportunity meant that the consumer is spoilt for choice and retailers / wholesalers have an opportunity to list more brands which could possibly result in increased margins. Further to the above, South African marketers face both market challenges as well as proposed legislation regarding advertising of alcohol products. Some of the challenges include marketing clutter, competition, diverse nature of the South African consumer, infrastructure issues, government legislations, social media and digital platforms. The liquor industry of the Eastern Cape contributes approximately R7,7 billion to the Gross Geographic Product of the economy of the Eastern Cape through direct and indirect impacts; Approximately 23 620 permanent jobs are supported by the Eastern Cape liquor industry annually; Tax revenue attributable to the liquor industry in the Eastern Cape is R3,9 billion; and the economic impact of the liquor industry on gross capital formation is in the region R3,4 billion per annum. The purpose of this research is to optimise the marketing mix to influence consumer purchasing decisions in liquor outlets within the Border district within the above context. The objective of this study is to identify the marketing mix that influences consumer purchasing decisions in liquor outlets. The study will be conducted within the Border district. The Border district consists of various geographies within the Eastern Cape, South Africa. The area of the study will focus on key municipalities namely; Buffalo city, Amathole, Chris Hani and Joe Gqabi municipalities. The target sample size for this study was 360 consumers. A survey questionnaire was used to measure respondents’ preferences, attitudes, motivations and perceptions. The respondents were instructed to highlight the answer that best described them and / or their preferences. Questions were asked and the respondents had to highlight to what extent they agreed or disagreed with the question. Key findings are that there is high level of agreement that price and promotions influence consumer-purchasing decision in liquor outlets. The highest percentage of respondents are in agreement that beer is a first choice of drink and a second is spirits. 69% of the respondents agree that they change from the usual drink to a different drink when they go out. This can be attributed to the notion that consumers like to badge and want to be seen drinking brands that will be deemed socially acceptable in public, or brands that are the latest trend. The key benefits from the study include improved ability for marketers to reposition brands, give clear recommendations for drinking occasions and better understanding on how to efficiently distribute alcohol portfolios, extend brands and introduce limited editions

Business-to-Business Sales Opportunity Management Strategy

To meet sales targets with finite resources, business-to-business (B2B) sellers need to prioritize promising sales opportunities from a large pipeline of possibilities. Extant evidence in theory and practice suggests that B2B sellers use arbitrary or gut-based decision rules to prioritize sales opportunities, which leads to sub-optimal sales opportunity management. I draw from the relationship management and organizational buying literature to build a conceptual framework relating buyer-class typology (e.g., new bid vs. modified rebid), and opportunity characteristics (e.g., opportunity size) to a seller’s decision to bid, and the bid outcome. I test the framework using archival data from a major B2B on-site services provider. The data span sales outcomes (did not bid, bid and won, bid and lost) for 4,564 sales opportunities, spanning 10 years, and 23 countries. Model-free evidence indicates an ongoing tension in sales pursuit: while the best projects to bid on are ones with the best relationship typology (e.g., direct relationship) and lowest risk (e.g., small opportunity size), such opportunities are not enough to grow the sales in each region. Accordingly, I first develop an ensemble machine learning framework to predict the focal seller’s propensity to win the opportunity, as a function of complex non-linear interplay among the sales opportunity characteristics. Subsequently, I propose to build a combinatorial optimization approach that allows a company to take the right level of risk (i.e., some new bids, some large opportunities) so that each region can maximize its sales potential given finite capacity. I demonstrate that using the ensemble approach enable the focal company to improve its predictive validity over simple models by 11.09%. Moreover, by using a combinatorial optimization approach in conjunction with the predictive ensemble model, I retrospectively demonstrate that the focal firm could have increased its sales by 22% while bidding on 38% fewer projects

Semantic discovery and reuse of business process patterns

Patterns currently play an important role in modern information systems (IS) development and their use has mainly been restricted to the design and implementation phases of the development lifecycle. Given the increasing significance of business modelling in IS development, patterns have the potential of providing a viable solution for promoting reusability of recurrent generalized models in the very early stages of development. As a statement of research-in-progress this paper focuses on business process patterns and proposes an initial methodological framework for the discovery and reuse of business process patterns within the IS development lifecycle. The framework borrows ideas from the domain engineering literature and proposes the use of semantics to drive both the discovery of patterns as well as their reuse

Malaysian bilateral trade relations and economic growth

This paper examines the structure and trends of Malaysian bilateral exports and imports and then investigates whether these bilateral exports and imports have caused Malaysian economic growth. Although the structure of Malaysia’s trade has changed quite significantly over the last three decades, the direction of Malaysia’s trade remains generally the same. Broadly, ASEAN, the EU, East Asia, the US and Japan continue to be the Malaysia’s major trading partners. The Granger causality tests have shown that it is the bilateral imports that have caused economic growth in Malaysia rather than the bilateral exports

Exchange rate misalignments in ASEAN-5 countries

The purpose of this paper is to estimate the exchange rate misalignments for Indonesia, Malaysia, Philippines, Singapore and Thailand before the currency crisis. By employing the sticky-price monetary exchange rate model in the environment of vector error-correction, the results indicate that the Indonesia rupiah, Malaysian ringgit, Philippines peso and Singapore dollar were overvalued before the currency crisis while Thai baht was undervalued on the eve of the crisis. However, they suffered modest misalignment. Therefore, little evidence of exchange misalignment is found to exist in 1997:2. In particular, Indonesia rupiah, Malaysia ringgit, Philippines peso and Singapore dollar were only overvalued about 1 to 4 percent against US dollar while the Thai baht was only 2 percent undervalued against US dollar

Knowledge and Management Models for Sustainable Growth

In the last years sustainability has become a topic of global concern and a key issue in the strategic agenda of both business organizations and public authorities and organisations. Significant changes in business landscape, the emergence of new technology, including social media, the pressure of new social concerns, have called into question established conceptualizations of competitiveness, wealth creation and growth. New and unaddressed set of issues regarding how private and public organisations manage and invest their resources to create sustainable value have brought to light. In particular the increasing focus on environmental and social themes has suggested new dimensions to be taken into account in the value creation dynamics, both at organisations and communities level. For companies the need of integrating corporate social and environmental responsibility issues into strategy and daily business operations, pose profound challenges, which, in turn, involve numerous processes and complex decisions influenced by many stakeholders. Facing these challenges calls for the creation, use and exploitation of new knowledge as well as the development of proper management models, approaches and tools aimed to contribute to the development and realization of environmentally and socially sustainable business strategies and practices