Experiential marketing: bridging the gap between value creation to customers and value capture by firms

An already voluminous literature addressing the value of marketing to the firm has, until now, fallen short of expectations. In a context in which marketers have increasingly been challenged to prove their worth, the scholarly attempts to demonstrate the value of marketing to the firm have stumbled to reach unquestionable results. Part of the problem may lie in the lengthy and twisted chain of effects from marketing actions to marketing performance outcomes. Between inputs and outputs lie numerous uncontrollable and often confounding external factors, such as the actions of customers, competitors, and other market agents. The problematic operationalization of such complex market structures impelled researchers to analyze fractions of this web of effects rather than attempting to study overarching conceptual models in full. Prior empirical research has typically considered either the impact of marketing actions in the marketplace or the consequences to the firm of the behaviors of customers and rivals. There is still a gap in the literature of an all-encompassing end-to-end demonstration of how specific marketing inputs can drive specific marketing outputs unequivocally contributing to organizational performance. This thesis addresses the issue of marketing as a value-capturing corporate function through its determinant role in managing value-creating exchanges with customers in the marketplace while hindering competitors from appropriating it. Our research suggests that experiential marketing may bridge the gap between value creation to the customer and value capture by the firm. In particular, our findings show that marketing-crafted valuecreating online shopping experiences may predict value-capturing marketing performance outcomes with the mediation of superior customer-level marketing performance. Thus, our results suggest that experiential marketing may offer an opportunity to bridge the gap between "give and take," value creation and value capture, and demonstrate how relevant the contribution of marketing to the firm's value rising can be.Uma já volumosa literatura abordando o valor do marketing para a empresa tem até agora ficado aquém das expectativas. As tentativas para demonstrar a valia do marketing para a empresa não têm conseguido alcançar inequívocas demonstrações de como o marketing pode ter uma contribuição relevante para a apropriação de valor pela empresa. Parte do problema reside na longa e sinuosa cadeia de efeitos ligando os estímulos de marketing aos resultados do desempenho. Entre uns e outros existem inúmeros fatores externos, incontroláveis e perturbadores, tais como as ações de outros participantes no mercado. A investigação empírica anterior tem tipicamente estudado ou os efeitos the ações de marketing no mercado, sobretudo nos clientes, mas também nos concorrentes, ou então as consequências para a empresa dos comportamentos dos clientes e rivais. Consequentemente, há uma lacuna na literatura de uma demonstração abrangente de como determinados estímulos de marketing podem conduzir a efeitos específicos precursores do desempenho da organização. Esta tese equaciona o marketing como função de captura de valor para a empresa através do seu papel determinante na gestão de trocas de valor com clientes, em paralelo com o impedimento aos concorrentes de se apropriarem do valor criado. A nossa investigação sugere que o marketing experiencial pode estabelecer a ligação entre criação de valor para o cliente e captura de valor para a empresa. Em particular, os nossos resultados mostram que experiências de compra criadoras de valor para os clientes em ambientes digitais podem conduzir à captura de valor para a empresa através da mediação de desempenho de marketing a nível de cliente. Portanto, os nossos resultados sugerem que o marketing experiencial pode ser uma grande oportunidade para preencher a lacuna entre “dar e receber”, criação e captura de valor, e mostram quão relevante pode ser a contribuição do marketing para o valor da empresa

User experience in cross-cultural contexts

This dissertation discusses how interdisciplinary UX teams can consider culturally sensitive design elements during the UX design process. It contributes a state-of-the-art meta review on UX evaluation methods, two software tool artifacts for cross-functional UX teams, and empirical insights in the differing usage behaviors of a website plug-in of French, German and Italian users, website design preferences of Vietnamese and German users, as well as learnings from a field trip that focused on studying privacy and personalization in Mumbai, India. Finally, based on these empirical insights, this work introduces the concept culturally sensitive design that goes beyond traditional cross-cultural design considerations in HCI that do not compare different approaches to consider culturally sensitive product aspects in user research

Using ideation tools for face-to-face collaboration within complex design problems

The focus of this research are ideation tools and their ability to catalyse ideas to address complex design problems. Complex design problems change over time and the interactions among the components of the problem and the interaction between the problem and its environment are of such that the system as a whole cannot be fully understood simply by analyzing its components (Cilliers 1998, pp. I). Ideation for this research is defined as a process of generating, developing and communicating ideas that are critical to the design process (Broadbent, in Fowles 1979, pp. 15). Based on Karni and Arciszewski, who stated that ideation tools should act more like an observer or suggester rather than controller or an expert, I defne design ideation tools as tools or methods that enhance, increase and improve the user's ability to generate ideas with the client (Karni and Arciszewski 1997; Reineg and Briggs 2007). Based on a survey of over 70 ideation tools, protocol analysis of design activities, a web survey and semistructured interviews, I conclude that designers and clients may not have sufficient knowledge of ideation or ideation tools in either testing or practice as a catalyst for generating possibilities and that measuring ideation tools based on how many ideas they generate is misleading because it relates creativity and idea generation but does not adequately reflect the participants' experience. This research suggests that participants' cultural perceptions of design ideation and the design process actively inhibit idea generation and that a shift from design outcome led ideation tool design to designing ideation tools that engage design contexts are necessary to effectively address complex design problems. This research identifed a gap in ideation tools for designers to collaborate with their clients during the ideation phase to catalyse possibilities to complex design problems as the contribution to new knowledge.EThOS - Electronic Theses Online ServiceGBUnited Kingdo

Using Ideation Tools for Face-to-face Collaboration Within Complex Design Problems

The focus of this research are ideation tools and their ability to catalyse ideas to address complex design problems. Complex design problems change over time and the interactions among the components of the problem and the interaction between the problem and its environment are of such that the system as a whole cannot be fully understood simply by analyzing its components (Cilliers 1998, pp. I). Ideation for this research is defined as a process of generating, developing and communicating ideas that are critical to the design process (Broadbent, in Fowles 1979, pp. 15). Based on Karni and Arciszewski, who stated that ideation tools should act more like an observer or suggester rather than controller or an expert, I defne design ideation tools as tools or methods that enhance, increase and improve the user's ability to generate ideas with the client (Karni and Arciszewski 1997; Reineg and Briggs 2007). Based on a survey of over 70 ideation tools, protocol analysis of design activities, a web survey and semistructured interviews, I conclude that designers and clients may not have sufficient knowledge of ideation or ideation tools in either testing or practice as a catalyst for generating possibilities and that measuring ideation tools based on how many ideas they generate is misleading because it relates creativity and idea generation but does not adequately reflect the participants' experience. This research suggests that participants' cultural perceptions of design ideation and the design process actively inhibit idea generation and that a shift from design outcome led ideation tool design to designing ideation tools that engage design contexts are necessary to effectively address complex design problems. This research identifed a gap in ideation tools for designers to collaborate with their clients during the ideation phase to catalyse possibilities to complex design problems as the contribution to new knowledge

Marketing for Sustainable Tourism

The aim of the Special Issue is to discuss the main current topics concerning marketing for sustainable tourism with reference to territories (i.e., tourism destinations, protected areas, parks and/or natural sites, UNESCO World Heritage Sites, rural regions/areas, etc.) and tourism enterprises and/or organisations (i.e., destination management organisations, hospitality enterprises, restaurant enterprises, cableway companies, travel agencies, etc.). In destinations where natural resources are pull factors for tourism development, the relationships among local actors (public, private, and local community), as well as marketing choices, are essential to develop sustainable tourism products. To this end, the Special Issue encourages papers that analyse marketing strategies adopted by tourism destinations and/or tourism enterprises to avoid overtourism, to manage mass sustainable tourism (as defined by Weaver, 2000), and to encourage and promote sustainable tourism in marginal areas or in territories suffering lack of integration in the tourism offer. Special attention will be given to contributions on the best practices to manage territories and/or enterprises adopting sustainable marketing strategies

The Permanent Crisis of Film Criticism. The Anxiety of Authority

Film criticism is in crisis. Dwelling on the many film journalists made redundant at newspapers, magazines, and other 'old media' in past years, commentators have voiced existential questions about the purpose and worth of the profession in the age of WordPress blogospheres and proclaimed the 'death of the critic'. Bemoaning the current anarchy of internet amateurs and the lack of authoritative critics, many journalists and academics claim that in the digital age, cultural commentary has become dumbed down and fragmented into niche markets. Mattias Freu, arguing against these claims, examines the history of film critical discourse in France, Germany, the United Kingdom, and the United States . He demonstrates that since its origins, film criticism has always found itself in crisis: the need to show critical authority and the anxieties over challenges to that authority have been longstanding concerns

Organizational Legitimacy And The Strategic Use Of Accounting Information: Three Studies Related To Social And Environmental Dis

This dissertation consists of three separate, but inter-related, studies overarching a common theme labeled the role played by social and environmental accounting disclosures using different methodologies and framed within legitimacy theory. The first study investigates the use of different language techniques in social and environmental disclosures (SED) and tests whether the impression management hypothesis holds when disclosures are measured as such. The second study extends the legitimacy on the Internet arguments of Patten and Crampton (2004) by examining the content and presentation of corporate website environmental disclosure in relation to firm environmental performance of four size-matched sample groups constructed based on industry environmental sensitivity and America\u27s Toxic 100 membership (the top 100 polluters in the US). The third study investigates whether and how Total, one of the world\u27s largest integrated oil and gas companies headquartered in France, utilized legitimation strategies such as social and environmental disclosures, to respond to two significant environmental incidents. Taken together, these three studies build upon prior theoretical and empirical work to substantiate and advance social and environmental accounting research using various methodological lenses and perspectives

Stand up, Speak out: The Practice and Ethics of Public Speaking

Stand up, Speak out: The Practice and Ethics of Public Speaking features two key themes. First it focuses on helping students become more seasoned and polished public speakers, and second is its emphasis on ethics in communication. It is this practical approach and integrated ethical coverage that sets Stand up, Speak out: The Practice and Ethics of Public Speaking apart from the other texts in this market

Intellectual Property Management in Health and Agricultural Innovation: A Handbook of Best Practices, Vol. 1

Prepared by and for policy-makers, leaders of public sector research establishments, technology transfer professionals, licensing executives, and scientists, this online resource offers up-to-date information and strategies for utilizing the power of both intellectual property and the public domain. Emphasis is placed on advancing innovation in health and agriculture, though many of the principles outlined here are broadly applicable across technology fields. Eschewing ideological debates and general proclamations, the authors always keep their eye on the practical side of IP management. The site is based on a comprehensive Handbook and Executive Guide that provide substantive discussions and analysis of the opportunities awaiting anyone in the field who wants to put intellectual property to work. This multi-volume work contains 153 chapters on a full range of IP topics and over 50 case studies, composed by over 200 authors from North, South, East, and West. If you are a policymaker, a senior administrator, a technology transfer manager, or a scientist, we invite you to use the companion site guide available at http://www.iphandbook.org/index.html The site guide distills the key points of each IP topic covered by the Handbook into simple language and places it in the context of evolving best practices specific to your professional role within the overall picture of IP management