9 research outputs found
An exploratory study looking at the relationship marketing techniques used in the music festival industry
There are current issues and trends in the music festival
market, which may affect the success of an event, and market saturation
is at the forefront of these issues. Previous literature, maintaining
the need for a marketing approach to festivals, identifi es the need
for maintaining strong stakeholder relationships in order to succeed
in a business environment; attention has been focused to the theory
of relationship marketing (RM) because of the recognition that this
practice is complementary to the marketing of festivals. The very nature
of the music festival as an annual, usually, 4-day event means that
effective marketing is needed to keep connections with the consumer
throughout the year. This article focuses on the RM techniques
utilised within the music festival industry from the viewpoint of the
festival organiser in an attempt to establish how festival organisations
value and monitor organisational relationships. This article explores
the extent to which these relationships are valued and managed;
furthermore, the variations between these intricate relationships
are considered by focusing on those held with the organisation ’ s
consumers and sponsors, the results of which have provided the
ability to establish the importance and relevance of RM to the industry
and further identify the marketing communication methods employed
to establish and maintain such relationships. In-depth, convergent
interviews have been conducted with a segment of music festival
organisers from a range of events. The results have been integrated
with the study of current literature to best exemplify these issues. It
has been established that RM has a strong role in today ’ s commercial
and independent music festival industry; technological advances are
enabling the organiser to support online relationships further and
increase consumer loyalty. There is a need to expand the research
further because of the complexity of organisational relationships and
the varying categories of festivals
Unlocking the power of big data in new product development
This study explores how big data can be used to enable customers to express unrecognised needs. By acquiring this information, managers can gain opportunities to develop customer-centred products. Big data can be defined as multimedia-rich and interactive low-cost information resulting from mass communication. It offers customers a better understanding of new products and provides new, simplified modes of large-scale interaction between customers and firms. Although previous studies have pointed out that firms can better understand customers’ preferences and needs by leveraging different types of available data, the situation is evolving, with increasing application of big data analytics for product development, operations and supply chain management. In order to utilise the customer information available from big data to a larger extent, managers need to identify how to establish a customer-involving environment that encourages customers to share their ideas with managers, contribute their know-how, fiddle around with new products, and express their actual preferences. We investigate a new product development project at an electronics company, STE, and describe how big data is used to connect to, interact with and involve customers in new product development in practice. Our findings reveal that big data can offer customer involvement so as to provide valuable input for developing new products. In this paper, we introduce a customer involvement approach as a new means of coming up with customer-centred new product development
The social dimension of mobile commerce – engaging customers through group purchase
Social commerce and mobile commerce have become increasingly popular in recent years because they enhance customer’s shopping process and increase businesses’ revenue. However, the extant literature does not prescribe sufficient design guidelines for implementing social commerce in a mobile commerce context. This research draws on the idea of group purchase to inject an element of social commerce into mobile commerce. A set of mobile commerce design features is carefully contrived to support group purchase in a process that maximizes social interaction among customers and their shopping partners. This could potentially increase user engagement with the mobile commerce application and encourage customer loyalty and repeated purchase