Digital Era: How marketing communication develops business innovation: Case studies

The explosive growth of new media and the multiple and diverse means of communications are changing consumers and brands. Digitalisation is a growing reality. As per April 2019, there were 4.437 billion internet users (around 58% of the worldwide population) and 3.499 billion active social media users. Not only is the setting changing, but also consumers' profiles and roles. Researchers have identified some emerging trends that are leading firms to change the way they communicate to consumers and develop new and innovative businesses. In this chapter, the authors present a general perspective of marketing communication and how it will affect business innovation, discuss the existing paradigm shift in marketing communication, and introduce a case study which applies some of the more recent techniques.info:eu-repo/semantics/publishedVersio

A Knowledge Network and Mobilisation Framework for Lean Supply Chain Decisions in Agri-Food Industry

Copyright ©2017 IGI Global. Reproduced with permission from IGI Global. All rights, including translation into other languages reserved by the publisher. No part of this article may be reproduced or used in any form or by any means without written permission from the publisher, except for noncommercial, educational use including classroom teaching purposes.Making the right decisions for food supply chain is extremely important towards achieving sustainability in agricultural businesses. This paper explores that knowledge sharing to support food supply chain decisions to achieve lean performance (i.e. to reduce/eliminate non-value-adding activities, or “waste” in lean term). The focus of the paper is on defining new knowledge networks and mobilisation approaches to address the network and community nature of current supply chains. Based on critical analysis of the state-of-the-art in the topic area, a knowledge network and mobilisation framework for lean supply chain management has been developed. The framework has then been evaluated using a case study from the food supply chain. Analytic Hierarchy Process (AHP) has been used to incorporate expert's view on the defined knowledge networks and mobilisation approaches with respect to their contribution to achieving various lean performance objectives. The results from the work have a number of implications for current knowledge management and supply chain management in theory and in practice.Peer reviewe

What Impact Does Innovation and Sustainable Entrepreneurship Have on Competitiveness?

[EN] Sustainable development and entrepreneurship are increasingly high profile issues and matters of importance to different international agendas. Alongside this interest, there have emerged studies on entrepreneurship and innovation that point to their driving positive impacts at the level of regional development. With their research the authors intend to bridge the gap that exists in the literature on the relationship between innovation and sustainable entrepreneurship, in the sense that innovation does not have to imply actions that suppose a growth of entrepreneurship without any planning. The objectives of this research involve contributing towards the literature on this field of study in terms of knowledge about which environmental and innovation variables best foster the greatest impact of entrepreneurial activities. To this end, the authors deployed aggregate data at the national level gathered by the Environment, Population, International Trade, Labour and National Accounts Statistics, from the Organization for Economic Cooperation and Development (OECD) for the years between and including 2005 and 2012 and for the 35 member states of this organisation. They correspondingly verify that environmental patents do have a positive impact on Real GDP.Fernandes, C.; Mota Veiga, P.; Peris-Ortiz, M.; Rueda Armengot, C. (2017). What Impact Does Innovation and Sustainable Entrepreneurship Have on Competitiveness?. International Journal of Social Ecology and Sustainable Development. IJSESD. 8(3):56-66. https://doi.org/10.4018/IJSESD.2017070104S56668

Understanding Social Entrepreneurship in the African Context: An Exploratory Review of Evidence From Nigeria

Social enterprises are organizations created with the aim of applying entrepreneurial skills and innovations to solving social problems. They are managed by individuals who combine pragmatic and result-oriented methods of a business entrepreneur with the goals of a social reformer. Such enterprises combine resources in innovative ways to create social value in and for the society. However, social enterprises may face challenges that impact their ability to accomplish social goals. For instance, when confronted with the harsh realities of economic recession, teaming poor population, and the need to profit for social intervention, social enterprises existing in hostile economic environment in developing countries may face possibilities of shutdown. This chapter examines the concept of social entrepreneurship in a subsisting economy in Africa. Specifically, it draws from relevant primary and secondary data to explore the nature of social entrepreneurship in the Nigeria context and the potential role that social entrepreneurship can play in addressing social problems

Defining the Concept of Brand Equity With Radical Transparency

Every company must seek the formula that works best for its particular culture and industry. There is no one right way to transform a conventional company into a value driven company. But all the authentically responsible companies subscribe to a set of principles about: the mission, vision, transparency, working, responsibility, openness, authenticity and innovation – all this put in an agenda for value driven companies which are prepared for the challenges we all face. This chapter analyses how the transformational forces: the tangible worth of intangible assets, the war for top-grade talent, the impressive power of inspired employees, the transparent supply chains, the global impact of NGOs, the informed global consumer reshape the business landscape. The insurgent companies that seize on these drives will create real value and increase their long-term profitability. The concept of radical transparency in business gives the companies the opportunity to win the battle for success differently from the competitors, which would ensure the company's sustainable growth and profitability, arousing from the well-shaped relationships with the stakeholders who provide value for the company. The company's brand would be a synonym for those connections