Pioneer brand advantage with UK consumers

Telah dilakukan kegiatan Lesson Study (LS) dalam rangka pengembangan kompetensi pendidik bidang biologi di perguruan tinggi untuk agar mengembangkan dan mengimplementasikan pembelajaran biologi yang berorientasi pada character building sekaligus meningkatkan kualitas pembelajaran. Secara spesifik, fokus pencapaian kegiatan LS ini adalah: 1) pengembangan kemampuan dosen biologi dalam mengembangan dan mengimplementasikan pembelajaran biologi umum dengan socioscientific issues-based instruction secara kolegial dalam tim LS, dan 2) menumbuhkembangkan karakter peduli dan reflective judgement mahasiswa pendidikan kimia dalam konteks ilmu biologi umum. Prosedur pelaksanaan LS ini mengikuti tahap-tahap plan-do-see, yang dilaksanakan sebanyak tiga putaran. Instrumen yang digunakan meliputi: 1) perangkat pembelajaran biologi umum berbasis socioscientific issues, 2) lembar pengamatan aktivitas dosen, 3) lembar pengamatan aktivitas belajar mahasiswa, dan 4) lembar penilaian reflective judgment. Data yang diperoleh dianalisis secara deskriptif. Hasil kegiatan LS menunjukkan adanya dinamika, tantangan dan hambatan yang dialami baik oleh dosen model maupun subjek mahasiswa

Entertainment software: Suddenly huge, little understood

Purpose – In less than three decades the entertainment software industry has emerged as a huge industry, with sales larger than Hollywood movie box office sales. Yet, little is known about this industry. Stereotypes about the industry may not be correct. This paper seeks to address this knowledge gap. Design/methodology/approach – The paper identifies what is known, and what needs to be known. The paper reviews the literature and adds data from the most recent reports available. Findings – The literature has been slow to address this industry. It has not even been clear what to call this industry. (Some people still call it the video game industry.) The most basic marketing issues still need to be researched, i.e. customer benefits sought and segmentation. A typology of game genres is proposed. Originality/value – This paper is the first overview of the entertainment software industry from a marketing perspective

Who are "innovators" and do they matter?: A critical review of the evidence supporting the targeting of “innovative” consumers

Purpose &ndash; This paper aims to bring together and evaluate the reasons that have historically been advanced to justify the heavy emphasis on innovative consumers within the general context of the adoption of products and services, and to assess the strategic benefits to be gained from targeting such market segments.Design/methodology/approach &ndash; The approach is critical review and analysis of the publishedliterature.Findings &ndash; This paper finds that, although the benefits of identifying innovative early adopters are not as strong and clear-cut as is often claimed, they are still sufficient to warrant further research into methods that will accurately identify them and predict their purchasing behaviour.Practical implications &ndash; Targeting strategies should distinguish carefully between truly innovative consumers and other early adopters. The costs of identifying them in a particular market need to be weighed against the potential benefits.Originality/value &ndash; Although many studies have attempted to address the question of what drives individual adoption behaviour, the rationale for that focus has not been well established and is rarely critiqued. In clarifying the situation, this paper should provide guidance for academic researchers and marketing planners.<br /

Using the juster scale to predict adoption of an innovative product

The Juster scale - a simple, self-reported measure of purchase probability, has been shown to be effective in predicting consumers\u27 future purchasing behaviours. Purchase probability scales have often been shown to be better predictors of future behaviour than purchase intentions measures, the more widely used method. The vast majority of studies though have used the scale to predict the purchase of products or services the consumer is already familiar with. This research looks at how accurately the Juster scale can predict early adoption of an innovative new product prior to its&rsquo; launch. In a longitudinal study of market behaviour, these predictions are compared to actual adoption rates. The results show that there is only a moderate level of correlation between purchase probability scores and actual adoption behaviour, in both the short and long term, but they are better than intention measures. The main difficulty in predicting adoption behaviour seems to stem from consumers inability to foresee intervening situational factors, rather than inaccuracies in the probability scale itself.<br /

Predicting consumer innovative behavior using alternative theories and likelihood measures: a longitudinal study

This paper reports on a longitudinal study of consumers, where two dominant theories that purport to predict innovative behavior are applied and compared directly, using a methodology suggested as ideal by past researchers. Predictions made prior to launch were then evaluated against multiple measures of purchase likelihood, and against actual adoption behavior up to 12 months after launch. The results of this study suggest that perceptions of the innovations characteristics (PIC) predicted the selfreported likelihood of adoption better than the Domain Specific Innovativeness (DSI) scale, a personality-based measure. Prediction of actual adoption was largely inaccurate and both theories massively over predicted adoption levels, however the DSI scale was slightly more accurate. The conclusions here are that no one theory could make adequate predictions of behavior, that purchase likelihood measures are a poor substitute for measuring actual behavior but that purchase probability scales should be used more often in adoption research.<br /

Forecasting consumer perception of innovativeness

How innovative is a new product to consumers? Why is it perceived to be innovative and does perceived innovativeness affect consumer intention to adopt new products? Some investigations have explored consumers’ perceptions of innovativeness, but this research is fragmented and contains no comprehensive definition and examination of the construct of “consumer perceived innovativeness” (CPI—how innovative the product is from the consumer’s perspective). This study proposes a new conceptualization for CPI based upon extant theory, qualitative research and two quantitative pilot studies. It then identifies and tests key causes and consequences of CPI on a national sample of consumers using a range of different innovations. This allows addressing the “so what?” (consequences) and the “how do you manage it?” (causes). The research extends work in the new product development area by (i) defining CPI within its nomological net and proposing an operational measure based on psychometric testing, (ii) suggesting that affect is more usefully viewed as a consequence of CPI rather than a dimension, and (iii) highlighting the important, yet often overlooked role, of perceived technology newness. These findings provide managers with a useful and practical theory for understanding and influencing consumer perceptions of a product’s innovativeness

Internet motives of users in the United States, United Kingdom, Australia, and Korea: a cross-cultural replication of the WMI

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Internships in marketing: Goals, structures, and assessment--Student, company and academic perspectives

Work-integrated learning in the form of internships is increasingly important for universities as they seek to compete for students, and seek links with industries. Yet, there is surprisingly little empirical research on the details of internships: (1) What they should accomplish? How they should be structured? (3) How student performance should be assessed? There is also surprisingly little conceptual analysis of these key issues, either for business internships in general, or for marketing internships in particular. Furthermore, the “answers” on these issues may differ depending upon the perspective of the three stakeholders: students, business managers and university academics. There is no study in the marketing literature which surveys all three groups on these important aspects of internships. To fill these gaps, this paper discusses and analyses internship goals, internship structure, and internship assessment for undergraduate marketing internships, and then reports on a survey of the views of all three stakeholder groups on these issues. There are a considerable variety of approaches for internships, but generally there is consensus among the stakeholder groups, with some notable differences. Managerial implications include recognition of the importance of having an academic aspect in internships; mutual understanding concerning needs and constraints; and the requirement that companies, students, and academics take a long-term view of internship programs to achieve mutually beneficial outcomes

Video use in lecture classes: Current practices, student perceptions and preferences

Purpose: Despite the expansion of e-learning, higher education still involves live lectures, which students often see as “boring”. Lecture classes can be made more engaging and effective by including videos. However, empirical research is yet to report on current video use in lectures, or on student perceptions of and preferences for videos. The purpose of this paper is to fill that knowledge gap. Design/methodology/approach: A two-stage mixed-method study used focus groups to gain a rich understanding of student’s video experiences, preferences and the types of videos they are shown. These understandings were utilised in a detailed on-line survey questionnaire, which was completed by a diverse sample of 773 university students, who responded about their recent in-class video experiences. Findings: Students report that about 87 per cent of lecture classes included one or more videos. This paper reports on instructor practices, develops a video typology and reports on students’ preferred frequency, type of video, video source, video length and existing vs preferred video integration methods. Practical implications: The results provide useful information for educational administrators. Recommendations are made for effective use of videos in lectures by instructors. Originality/value: This is the first qualitative and survey research investigating current practice and student perceptions of video use during lecture classes. The authors also conduct the first survey with a broad sample across universities and academic disciplines using the unit of analysis of videos seen per course last week. Typologies of sources of videos, instructional functions, video facilitation techniques and types of videos used during lectures are proposed and then measured