New marketing strategy model of E-commerce enterprises in the era of digital economy.

With the continuous development of technology, traditional marketing methods no longer meet the needs of the main forces of social consumption, and people urgently need more innovative and personalized marketing strategies. E-commerce companies must develop a comprehensive customer-oriented marketing strategy based on big data and multi-channel to achieve their long-term healthy development. This paper first investigated the impact of the digital economy on e-commerce enterprises, focused on the transformation of the digital economy on the marketing model, expounded the development analysis of e-commerce in the digital economy era, and described the development trend of e-commerce marketing in the digital economy era. Then, this paper expounded the current problems faced by e-commerce enterprises, and discussed the lack of integrity, homogeneity, large-scale marketing strategies, and the lack of analysis and application of big data. After that, this paper put forward the marketing strategy of e-commerce enterprises in the digital economy era, and studied it from three aspects, namely, building a reasonable product management structure, marketing strategy based on customized marketing content, and social media marketing strategy based on information sharing. Then this paper proposed to use genetic algorithm to strengthen the marketing strategy of e-commerce enterprises. Finally, based on experiments and surveys, this paper used genetic algorithms to strengthen the construction of e-commerce enterprise marketing strategy in the digital economy, and concluded that the new e-commerce enterprise marketing strategy was 21% more satisfactory than the traditional new e-commerce enterprise marketing strategy. Through comparison, it can see that the integrity of the marketing plan of the new e-commerce enterprise's marketing strategy was 0.33 higher than that of the traditional e-commerce enterprise's marketing strategy, and the integrity of the promotion strategy was 0.34 higher than that of the traditional e-commerce enterprise's marketing strategy. After using the new e-commerce enterprise marketing strategy, the improved management structure was 0.29 higher than that of the traditional monitoring system, and the high quality of products was 0.18 higher than that of the traditional system.

Digital marketing program design based on abnormal consumer behavior data classification and improved homomorphic encryption algorithm.

This article endeavors to delve into the conceptualization of a digital marketing framework grounded in consumer data and homomorphic encryption. The methodology entails employing GridSearch to harmonize and store the leaf nodes acquired post-training of the CatBoost model. These leaf node data subsequently serve as inputs for the radial basis function (RBF) layer, facilitating the mapping of leaf nodes into the hidden layer space. This sequential process culminates in the classification of user online consumption data within the output layer. Furthermore, an enhancement is introduced to the conventional homomorphic encryption algorithm, bolstering privacy preservation throughout the processing of consumption data. This augmentation broadens the applicability of homomorphic encryption to encompass rational numbers. The integration of the Chinese Remainder Theorem is instrumental in the decryption of consumption-related information. Empirical findings unveil the exceptional generalization performance of the amalgamated model, exemplifying an AUC (area under the curve) value of 0.66, a classification accuracy of 98.56% for online consumption data, and an F1-score of 98.41. The enhanced homomorphic encryption algorithm boasts attributes of stability, security, and efficiency, thus fortifying our proposed solution in facilitating companies' access to precise, real-time market insights. Consequently, this aids in the optimization of digital marketing strategies and enables pinpoint positioning within the target market.

Do National Export Promotion Programs in Indonesia support export competitiveness?

This study examines the influence of export promotion programs (EPPs) in Indonesia on companies' resources, capabilities, strategies, and competitiveness, and whether such programs positively impact export performance and finances. Using data from 204 exporting companies in Indonesia and the structural equation model for analysis, this study finds that participation in EPPs reinforces the organizational resources and exporting capabilities needed for developing successful export strategies. This allows for the creation of competitive advantages in export costs, product superiority, and effective distribution, which in turn increases performance in terms of market share and finance. The results also indicate that the effect of EPPs is relatively more significant on small companies and those with more export experience. They confirm that EPPs have the most significant impact on firms' resources and capabilities, and that assistance programs that aim to improve organizational capabilities are needed to enhance marketing strategies. While innovative capabilities and business intelligence offer great potential to support export performance, EPP-type assistance programs have not been adequately developed in Indonesia.

Integrating big data and marketing concepts into tourism, hospitality operations and strategy development.

Big data (BD) research articles are on new issues, this study sought to fill the knowledge gap of linkage the relationships between big data and marketing strategy with comprehensive viewpoints across different research fields in tourism and hospitality literatures. Content analysis was conducted to gather materials from the particular studies. For each study, the content analysis included the title, abstract, journal, type of sample, exploration design, statistical and analytical techniques, data collection process and keywords was also conducted to confirm the main results of the criteria. The research shows that big data adds value to marketing strategies by using social media to collect information from consumers, which is complemented with appropriate evidence relevant to predicting their needs and behaviors.

Increasing the Sales of Suboptimal Foods with Sustainability and Authenticity Marketing Strategies.

To reduce food waste, it is essential to motivate consumers to purchase and consume products that deviate from optimality on the basis of only cosmetic specifications (also called suboptimal products). Previous research has shown it to be challenging to motivate consumers to buy such suboptimal products. Sustainability or authenticity positioning of suboptimal products may be a promising avenue, but no research to date has examined their effects on consumer behaviour. The current research examines whether sustainability and/or authenticity positioning increase the sales of suboptimal products and whether these strategies increase suboptimal product perceptions up to the level of optimal products. Two field experiments examined whether sustainability and authenticity positioning could increase the sales of suboptimal products in two settings: a daily market and a supermarket. They reveal that both types of positioning can increase the sales of suboptimal products. Moreover, in an online experiment, consumers were presented with suboptimal and optimal products with sustainability, authenticity, information, or no positioning, and consumers indicated their perceptions of and purchase intentions for suboptimal and optimal products. It demonstrates that the strategies motivate consumers to perceive suboptimal products as more similar to optimal products and can increase purchase intentions for suboptimal products. Together, these findings suggest that sustainability and authenticity positioning of suboptimal products can support the fight against food waste.

Consumption replaces charity: Altruistic consumption behaviors and motivations targeting vulnerable groups-Research based on poverty alleviation consumption in China.

Poverty alleviation consumption, which we call altruistic consumption, has become a new effective way to help vulnerable groups, but there are a few empirical researches on poverty alleviation through consumption. This article takes China's poverty alleviation actions as the research object, investigates and studies the relationship between altruistic consumption motivations and altruistic consumption behaviors that aim for vulnerable groups. It is found that altruistic consumption behavior is mainly affected by benefit group motivation, benefit morality motivation, benefit demander motivation, and benefit supplier motivation. There is a correspondence between the four altruistic consumption motivations and the four altruistic consumption behaviors. The strength of altruistic consumption motivations changes with changes in altruistic buying behavior. The strength of benefit group motivation decreases with the increase in the times of altruistic purchases, while the strength of benefit morality motivation, benefit demander motivation, and benefit supplier motivation increase with the increase in the times of altruistic purchases. Among the four kinds of altruistic consumption motivations that affect the times of altruistic purchases, the benefit demander motivation has a relatively greater influence. The results of this study have important guiding significance for vulnerable groups to formulating targeted proactive marketing strategies, preventing the altruistic consumption relationship dissolution, and realizing sustainable altruistic consumption.

Research on the Impact of Marketing Strategy on Consumers' Impulsive Purchase Behavior in Livestreaming E-commerce.

Livestreaming e-commerce has emerged as a highly profitable e-commerce that has revolutionized the retail industry, especially during the COVID-19 pandemic. However, research on livestreaming e-commerce is still in its infancy. This study sheds new light on impulsive purchase behavior in livestreaming e-commerce. Based on stimulus-organism-response (SOR) theory, this study introduces the "People-Product-Place" marketing strategy for livestreaming e-commerce from the perspective of consumer perception and aims to understand the impact of marketing strategy on impulsive purchase behavior in e-commerce livestreaming shopping scenes, and to examine the mediating effect of involvement. The study conducted SEM analysis, in Amos, on 437 response sets from an online anonymous survey. The results show that perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence impulsive purchase behavior; that "People-Product-Place" marketing strategy is important; and that effective marketing triggers impulsive purchase. Perceived e-commerce anchor attributes, perceived scarcity, and immersion positively influence involvement, which positively influences impulsive purchase. Involvement mediates between perceived e-commerce anchor attributes, perceived scarcity and immersion, and impulsive purchase. These findings guide marketers to improve the profitability of livestreaming e-commerce and provide some references of economic recovery for many other countries that also suffered from the impact of the COVID-19 pandemic.

The Dark Side of Social Media: Content Effects on the Relationship Between Materialism and Consumption Behaviors.

This study contributes to the emerging literature on the negative effects over consumption that social media users may develop as a consequence of being engaged on social media platforms. The authors tested materialism's direct and indirect impacts on compulsive, conspicuous, and impulsive buying, adding two novel mediators: attitudes toward social media content (SCM) and social media intensity (SMI). The study uses a convenience sample of 400 Thai social media users analyzed using structural equation modeling. The results confirmed the well-established positive relationships between materialism and each of the three-negative consumption behaviors also in the social media domain. A novel finding showed the important role played by SMI which was found to be a strong predictor of each of the three negative consumption behaviors and it was also found to significantly mediate the relationship between materialism and the three-negative consumption behaviors. An additional contribution of the study was found on the role of attitudes which, contrary to what is commonly believed, were often not significant in predicting any negative behavior.

Sharing Reward Program Based on Face Consciousness in Social Media.

Purpose: In social marketing, sharing reward program (SRP) is a common way to improve the marketing effect. However, few studies have explored the impact of consumers' self-presentation and face consciousness on enterprise SRP. This study aims to explore the influence of these two factors on the optimal SRP. Methods: A Stackelberg game between enterprises, sharers and potential consumers is developed to study the impact of sharers' face consciousness on enterprise's SRP. In order to discuss the impact of face consciousness on SRP in detail, we introduced status identity of commodity information, sharer's self-presentation preference and commodity price as exogenous variables in the research. Results: The results have shown that when the face consciousness of sharers is high, enterprises are advised to adopt the strategy of low reward and low requirement. But when the face consciousness is low, it would be better for them adopt the strategy of high reward and high requirement. In addition, with the low face consciousness, the optimal SRP is also affected by the relationship between the price of goods and the number of WeChat friends of sharers. Conclusion: The results suggest that when enterprises make incentive policies, considering consumers' self-presentation preference and face consciousness, the profit level can be effectively improved.

The value relevance of digital marketing capabilities to firm performance.

Digital transformation of the marketing organization forces firms to develop new digital marketing capabilities (DMCs) to remain competitive. However, despite considerable academic and managerial interest, the value relevance of DMCs beyond the value achieved through classic marketing capabilities (CMCs) remains unclear. Similarly, research investigating the interaction effect of DMCs and CMCs is scarce. We address both research gaps by drawing on a mixed-methods approach combining in-depth interviews and a multi-industry, multisource dataset. The results reveal that DMCs significantly contribute to firm profitability beyond the influence of CMCs. Drawing on the contingent view of resource-based theory, we investigate the moderating influence of organizational and environmental contingencies on the interaction effect of DMCs and CMCs. This investigation reveals important tradeoffs that result in actionable managerial implications for realizing the complementarity potential-and preventing the substitutive potential-of a firm's DMCs and CMCs. Supplementary Information: The online version contains supplementary material available at 10.1007/s11747-022-00858-7.

Successful regulatory agency interaction - A nonclinical regulatory strategist's perspective.

Regulatory agency interaction occurs from before a candidate drug enters clinical development and all the way to marketing approval and beyond. This paper presents ways to enable successful interaction by avoiding issues, with an emphasis on nonclinical testing aspects. Strategic thinking as to whether an early regulatory agency meeting should occur is discussed and if yes, how to make it a success by generating relevant questions with proper preparation including a robust Briefing Document. Examples of unfavourable regulatory agency feedback during meetings is given which may have been avoided. Similarly, ways for successful regulatory submission in the form of a Clinical Trials Application (CTA) in Europe or an Investigational New Drug (IND) application in the US are considered with examples of comments that can be received from regulatory agencies. At marketing application stage with submission of a Marketing Authorisation Application (MAA) in Europe and a New Drug Application (NDA) or a Biologic License Application (BLA) in the US, a key document is the Nonclinical Overview and suggested content and potential deficiencies are presented to allow avoidance of adverse regulatory agency responses and time delay. Successful regulatory agency interaction involves robust scientific thinking, proper planning and well-written documentation.

Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications.

Geographical origin, use of traditional varieties and ancestral viticulture/oenology practices characterize wines classified as Historical Wines of Portugal (HWP). This study identifies the authenticity attributes consumers associate with this classification and assesses the relative strength of associations. A review of brand authenticity research and interviews with Portuguese wine producers (n = 3) and consumers (n = 12) were conducted to identify HWP classification attributes. Strength of attribute association was subsequently evaluated in an online questionnaire with a convenience sample of Portuguese wine consumers (n = 641), which included a measure of general wine knowledge and questions about the adequacy of different contexts for HWP purchase and consumption. Wine knowledge markedly affected the nature and strength of consumer associations. Compared to Aspirational Explorers, wine connoisseurs emerged as Heritage Gatekeepers, associating origin, cultural heritage, quality, production and at-home consumption more strongly with HWP, and tradition, wine age and out-of-home consumption less strongly. Market recognition of HWP as a novel and distinctive table wine classification, with well-defined and unique attributes, is thus likely to depend on consumers' general wine knowledge. Related promotional activities targeting wine novices should first focus on educating them on HWP classification, whereas those directed at savvier consumers should emphasize wine authenticity cues instead.

Re-examining the New Product Paradox: How Innovation Ambidexterity Mediates the Market Orientation and New Product Development Performance Relationship.

More and more well-documented failure of established companies which could not respond to rapid market changes, such as Kodak and Nokia, demonstrate the importance of transferring marketing information into real firm performance. While marketing strategy and management literature has long advocated the direct impact of strong firm market orientation (MO) on new product development (NPD) performance, limited research has discussed the mediating mechanism of this MO-NPD performance relationship. Using the traditional source-position-performance (SPP) framework, this study focuses on the innovation ambidexterity perspective to investigate the mediating mechanism between MO and NPD performance. Then, this study proposed a conceptual framework and propositions to examine the MO - NPD performance relationship further. Theoretical and practical implications of the findings are also discussed.

Enhancing the principles of experiential marketing in ophthalmology services.

Introduction. Consumers are getting more empowered, the process of empowerment transforming them into the partners of organizations or co-producers of services. Health care services, as well as ophthalmology services, have been a sensitive topic and raised several debates that focused on the principles of Experiential Marketing and hedonic experiences. Aim. The aim of this paper was to investigate the experiences of patients in a public ophthalmology organization by using the components of Experiential Marketing: sense, feel, think, act, and relate. Materials and methods. The case study was cross-sectional, and the sampling method was non-probabilistic, following a snowball technique. The sample was made up of 100 patients of the Clinical Emergency Eye Hospital in Bucharest. The instrument for data collection was a self-administered questionnaire. The statistical analysis was conducted in SPSS version 20 and frequencies or percentages were used for describing the qualitative data. Findings. Experiential Marketing principles may successfully be applied in public ophthalmology services if a special attention is given to the Feel and Relate components.

Omnichannel in the fashion industry: A qualitative analysis from a supply-side perspective.

Currently, many companies are abandoning multichannel and turning to a much more centralized model known as omnichannel, in order to gain a competitive advantage by integrating and optimizing different channels and thus the client has a unique experience. Within this context, the aim of this study is to analyse the omnichannel digital marketing strategies implemented by Spanish fashion and accessories companies in order to provide pleasant shopping experiences to their online consumers. To that end, a qualitative analysis has been carried out, specifically consisting of in-depth interviews conducted with marketing managers who implement digital strategies in their businesses to improve the online experience of consumers in an omnichannel context. From a practical perspective, this study can help inform companies' decision-making on how to best develop their consumers' omnichannel experience and, in consequence, improve consumers' behavioural responses such as personal participation, satisfaction and engagement with the firm.

A Comparative Study of the Market Configuration of the Japanese Pharmaceutical Market Using the Gini Coefficient and Herfindahl-Hirschman Index.

BACKGROUND: As of 2015, the Japanese pharmaceutical market was the world's third largest pharmaceutical market. Although previous studies have examined market differences in terms of market size and pricing policy, little is known about comparative market configurations. The present study provides a comparative analysis of pharmaceutical market configurations in Japan and five other markets. METHODS: Based on data for the 100 top-selling drugs in 2014 in Japan, the United States, the United Kingdom, France, Germany, and the global market, we explored differences in market configurations using the Herfindahl-Hirschman Index, Lorenz curves, and Gini coefficients. We also investigated market trends by analyzing changes in sales, sales volume, and price. RESULTS: The 100 top-selling drugs accounted for a lower share of the total market in Japan, France, and Germany as compared to the United States and the United Kingdom. The market deviation of the 100 top-selling drugs indicated by the Herfindahl-Hirschman Index and Gini coefficient was smallest in Japan. Sales of most of the top-100 drugs increased in all the countries studied; however, directional price changes differed by country and sales volume trend. CONCLUSION: Our findings showed that market deviations in Japan were relatively low compared with those in other developed countries, suggesting that some of the more beneficial drugs in other developed countries obtain relatively fewer benefits from the Japanese pharmaceutical market, and some less beneficial drugs obtained more benefits.

Which Aspects of Food Value Promote Consumer Purchase Intent after a Disaster? A Case Study of Salmon Products in Disaster-Affected Areas of the Great East Japan Earthquake.

This research examined post-disaster consumer perception of food value and their effects on purchase intent by focusing on Japanese seafood industry after the Great East Japan earthquake. Online surveys on consumers living in Tokyo and Osaka Prefectures were conducted to investigate consumer value perceptions of Miyagi salmon in 2012 and 2015. Multiple-group structural equation modeling (SEM) on the 2012 survey results showed that desire to contribute to restoration (social value) had the greatest positive influence on purchase intent in both regions. Concern about radiation threats (safety value) had a negative influence on purchase intent, with a stronger impact in Osaka than Tokyo. In comparison, the 2015 results revealed a reduction in the effects of these two potent factors (i.e., safety value and social value) on purchase intent only in Osaka. The beneficial value of seafood had a general positive influence on purchase intent, but its magnitude of effect differed by regional and chronological context. Among these three values, sales promotion with emphasis on social value is more effective than with other values. In cases of future disasters in a similar context, marketers are recommended to adopt different value transfer strategies according to geographical and temporal diversity.

Development of a questionnaire to measure consumers' perceptions of service quality in community pharmacies.

BACKGROUND: Recent changes within community pharmacy have seen a shift towards some pharmacies providing "value-added" services. However, providing high levels of service is resource intensive yet revenues from dispensing are declining. Of significance therefore, is how consumers perceive service quality (SQ). However, at present there are no validated and reliable instruments to measure consumers' perceptions of SQ in Australian community pharmacies. OBJECTIVES: The aim of this study was to build a theory-grounded model of service quality (SQ) in community pharmacies and to create a valid survey instrument to measure consumers' perceptions of service quality. METHODS: Stage 1 dealt with item generation using theory, prior research and qualitative interviews with pharmacy consumers. Selected items were then subjected to content validity and face validity. Stages 2 and 3 included psychometric testing among English-speaking adult consumers of Australian pharmacies. Exploratory factor analysis was used for item reduction and to explain the domains of SQ. RESULTS: In stage 1, item generation for SQ initially generated 113 items which were then refined, through content and face validity, down to 61 items. In stage 2, after subjecting the questionnaire to psychometric testing on the data from the first pharmacy (n = 374), the use of the primary dimensions of SQ was abandoned leaving 32 items representing 5 domains of SQ. In stage 3, the questionnaire was subject to further testing and item reduction in 3 other pharmacies (n = 320). SQ was best described using 23 items representing 6 domains: 'health and medicines advice', 'relationship quality', 'technical quality', 'environmental quality', 'non-prescription service', and 'health outcomes'. CONCLUSION: This research presents a theoretically-grounded and robust measurement scale developed for consumer perceptions of SQ in a community pharmacy.

Rural tourism marketing: Lavender tourism in Turkey / Marketing do turismo rural: Turismo lavanda na Turquia

ABSTRACT: This study aimed to comprehend rural tourism marketing through the visitors' eyes and discuss its sustainability. What makes rural tourism marketing more sophisticated and complex is that it is a service marketing, associated with agricultural activities, natural conditions and rural areas, and the main providers have no experience in rural tourism or service marketing. The study investigated perception of visitors in a small village, Kuyucak, in the Southwest part of Turkey, where rural tourism based on lavender production has recently developed. Results of the analysis of 175 questionnaires completed by visitors online showed that more than half of the respondents had heard and got information about the village via social media. Although, the main purpose of their visit was stated as nature/rural experience and recreation/holiday, the primary motivation of the majority was taking and sharing photos via social media tools. Appearance of lavender and previous social media sharing are very important determinants in the decision-making and expectations of visitors. Results of the factor analysis showed that two components composed of the variables regarding pre-visit perception and the physical conditions of the village together explain sixty-five per cent of the overall satisfaction. The most important component in decision making of visitors was found their perception before visiting, which means that what they expected to see was more important than what they actually saw, which was represented by visitors' satisfaction. Making visitors experience their pre-visit perception will contribute to the sustainability of rural tourism activities benefiting the area.

RESUMO: Este estudo teve como objetivo compreender o marketing do turismo rural através dos olhos dos visitantes e discutir sua sustentabilidade. O que torna o marketing do turismo rural mais sofisticado e complexo é que ele é um marketing de serviços, associado a atividades agrícolas, condições naturais e áreas rurais, e os principais provedores não têm experiência em turismo rural ou marketing de serviços. O estudo investigado a percepção de visitantes em uma pequena aldeia, Kuyucak, no sudoeste da Turquia, onde o turismo rural baseado na produção de lavanda se desenvolveu recentemente. Os resultados da análise de 175 questionários preenchidos pelos visitantes online mostraram que mais da metade dos entrevistados ouviram e receberam informações sobre o vilarejo pelas mídias sociais, e embora o objetivo principal de sua visita tenha sido declarado como natureza experiência rural e recreação feriado, a principal motivação da maioria foi tirar e compartilhar fotos através de ferramentas de mídia social. O surgimento da lavanda e o compartilhamento prévio de mídias sociais são determinantes muito importantes na tomada de decisões e expectativas dos visitantes. Os resultados da análise fatorial mostram que dois componentes compostos pelas variáveis relativas à percepção pré-visita e às condições físicas da aldeia, juntos, explicam 65% da satisfação geral. O que foi considerado interessante foi o componente sobre a percepção deles antes de visitar, o que significa que o que eles esperavam ver era mais importante do que o que eles realmente viram e encontraram o que foi representado pelo componente em evidências físicas sobre a satisfação dos visitantes. Fazer com que os visitantes experimentem sua percepção pré-visita contribuirá para a sustentabilidade das atividades de turismo rural e seus benefícios na área.

Optimal Anti-cancer Drug Profiles for Effective Penetration of the Anti-cancer Drug Market by Generic Drugs in Japan.

BACKGROUND: The increased use of generic drugs is a good indicator of the need to reduce the increasing costs of prescription drugs. Since there are more expensive drugs compared with other therapeutic areas, "oncology" is an important one for generic drugs. The primary objective of this article was to quantify the extent to which generic drugs in Japan occupy each level of the Anatomical Therapeutic Chemical (ATC) classification system. METHODS: The dataset used in this study was created from publicly available information obtained from the IMS Japan Pharmaceutical Market database. Data on the total amount of sales and number of prescriptions for anti-cancer drugs between 2010 and 2016 in Japan were selected. The data were categorized according to the third level of the ATC classification system. RESULTS: All categories of the ATC classification system had increased market shares in Japan between 2010 and 2016. The barriers to market entry were relatively low in L01F (platinum anti-neoplastics), L01C (plant-based neoplastics), L02B (cytostatic hormone antagonists), and L01D (anti-neoplastic antibiotics) but were high in L02A (cytostatic hormones), L01H (protein kinase inhibitors), and L01B (anti-metabolites). CONCLUSIONS: Generic cancer drugs could bring savings to Japanese health care systems. Therefore, their development should be directed toward niche markets, such as L02A, L01H, and L01B, and not competitive markets.