Temat: marketing integration

Skocz do pozycji: 1.

Tytuł:: Functional integration and competitive advantage of food and beverages manufacturing firms in Kenya
Autorzy:: Mogaka, Conrad Ochego
Odari, Sammy
Arani, Wycliffe
Tematy:: functional integration
competitive advantage
procurement integration
production integration
distribution and warehousing integration
marketing integration; Pokaż więcej
Wydawca:: Fundacja Centrum Badań Socjologicznych
Powiązania:: https://bibliotekanauki.pl/articles/2141230.pdf Link otwiera się w nowym oknie
Opis:: The major aim of this study was to establish the relationship between functional integration and competitive advantage of food and beverages manufacturing firms in Kenya. The study adopted a cross-sectional survey. The target population was managers working along the supply chain from 270 food and beverage manufacturing firms in Kenya. The two-stage sampling design was employed. The first stage, cluster random sampling, obtained 73 food & beverages manufacturing firms. Second stage, convenience sampling, selected two participants from the 73 selected firms. Thus, a sample size of 146. Questionnaires were used to collect primary data using both the drop and pick and mailing methods. Secondary data was obtained through document analysis. Data were analyzed using SPSS version 28 to generate descriptive and inferential statistics. The study found that functional integration had a positive significant linear relationship with a competitive advantage. Additionally, the competitive advantage is anticipated to grow for every unit increase in functional integration. Thus, the study concludes that the parameters of functional integration are crucial in enhancing a company's competitive advantage in the food and beverage industry. Consequently, the study recommends that improvements in integrating functions internally should be strategically implemented.
Dostawca treści:: Biblioteka Nauki

Artykuł

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Skocz do pozycji: 2.

Tytuł:: Event marketing and building relationships with employees in the company
Event Marketing a budowanie relacji z pracownikami przedsiębiorstwa
Autorzy:: Białkowska, Izabela
Opis:: Event marketing jest narzędziem wykorzystywanym do rozwoju biznesu i stanowi element strategii PR i komunikacji. Poprzez organizację różnego typu wydarzeń przyczynia się do realizacji celów przedsiębiorstwa. W mojej pracy skupiłam się na wpływie event marketingu na budowanie relacji z pracownikami firmy. Dzięki zastosowaniu metody jakościowej analizy przypadku, udało mi się poddać analizie 11 eventów stawiających za cel tworzenie relacji. Doprowadziło to do wniosku, że event marketing jest doskonałym narzędziem stymulującym wzrost, wpływającym na integrację pracowników i ich nastawienie do przedsiębiorstwa.
Event marketing is a tool used for business development and it is a part of PR and communication strategy. Due to organization a various types of events it is possible to fulfill corporate goals. In my graduation work I focused on the influence of event marketing to building relationships with employees in the company. Using the case study method, I was able to analyze 11 events, aimed at building relationships. This led to the conclusion that event marketing is a great growth-enhancing tool that have influence on integration and employees attitude toward the company.
Dostawca treści:: Repozytorium Uniwersytetu Jagiellońskiego

Inne

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Skocz do pozycji: 3.

Tytuł:: Marketing logistyczny w małych firmach w warunkach integracji europejskiej
Marketing logistics in small business under conditions of European integration
Autorzy:: Zrobek, Janusz
Tematy:: marketing logistyczny
integracja europejska
dystrybucja
marketing logistics
European integration
distribution; Pokaż więcej
Wydawca:: Łódzkie Towarzystwo Naukowe
Powiązania:: https://bibliotekanauki.pl/articles/596113.pdf Link otwiera się w nowym oknie
Opis:: Growing competition from the large enterprises, under conditions of European integration, and getting much more consciousness of customers referring to quality and service, requires improvement of logistics by small business. The important factor for such an improvement is integration logistics with marketing enabling creation and realization bigger utility for customers. The research demonstrates that possibility of achieving a good competitive position is strongly connected with good knowledge of suppliers and purchasers based on close contacts with them; adjusting marketing tools and using such of their attributes, which are especially helpful in small scale business activity and have less usefulness in large enterprises.
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 4.

Tytuł:: Relationship between culture and the level of internal integration of logistics and marketing functions - an explorative analysis
Autorzy:: Orthaber, S.
Topolšek, D.
Tematy:: culture
internal integration
logistics function
marketing function; Pokaż więcej
Wydawca:: Politechnika Poznańska. Wydawnictwo Politechniki Poznańskiej
Powiązania:: https://bibliotekanauki.pl/articles/409584.pdf Link otwiera się w nowym oknie
Opis:: Cultural characteristics and different managerial aspects that may influence the degree of internal integration through facilitating and hindering factors play an important role in exploring internal integration of different functions. The following paper examines the relationship between cultural characteristics of logistics managers of different nationalities and inter-functional integration of company’s logistics and marketing functions. More specifically, it aims to investigate whether and to what extent cultural traits and nationalities of logistics managers may influence the level of integration of logistics and marketing functions. For this purpose, the level of internal integration and the role of national cultures will be examined. Using quantitative research methods, the relationship between culture and the level of internal integration between logistics and marketing functions will be examined. A small data sample for the research was collected from Slovenian parent retail companies and their foreign subsidiaries. The findings suggest that there is a connection between the level of integration and cultural characteristics of employees from logistics function.
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 5.

Tytuł:: Increasing competitiveness with intercompany integration of logistics and marketing functions
Autorzy:: Topolsek, D.
Jereb, B.
Cvahte, T.
Tematy:: integration
logistics
marketing
SEM
Structural Equation Modelling
integracja
logistyka; Pokaż więcej
Wydawca:: Stowarzyszenie Menedżerów Jakości i Produkcji
Powiązania:: https://bibliotekanauki.pl/articles/111692.pdf Link otwiera się w nowym oknie
Opis:: Researchers of different scientific disciplines, such as management strategies, organizational theories and marketing, have in the past explored relations of mutual influences and the importance of cooperation between different functions in a company. The increased focus on the logistics function has potential to increase competitiveness. This is especially true for globally aimed production companies. In any company, logistics functions cooperate with various related functions such as production, marketing, procurement, engineering or developing new products as well as with financial functions. Each of the aforementioned connections or cooperation among logistics and its complementary functions can have a decisive effect on the company's competitiveness. Using a survey, we determined which activities in the surveyed companies are performed by the logistical function together with the marketing function and which activities they suggest should be performed together but are currently not, meaning they are co-dependent. Since interfunctional integration between logistics and marketing increases the success of a company, we also examined the connection between the current joint performance of activities and the suggested joint performance of activities among the before mentioned sectors, connected to the effectiveness of the company. To examine the mentioned connections among the logistical and marketing functions, Explanatory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) were performed.
Dostawca treści:: Biblioteka Nauki

Artykuł

na półce

Skocz do pozycji: 6.

Tytuł:: Increasing competitiveness with intercompany integration of logistics and marketing functions
Autorzy:: Topolsek, D.
Jereb, B.
Cvahte, T.
Tematy:: integration
logistics
marketing
Structural Equation Modelling
SEM
integracja
logistyka; Pokaż więcej
Wydawca:: Stowarzyszenie Menedżerów Jakości i Produkcji
Powiązania:: https://bibliotekanauki.pl/articles/111732.pdf Link otwiera się w nowym oknie
Opis:: Research of different scientific disciplines, such as management strategies, organizational theories and marketing, has in the past explored relations of mutual influences and the importance of cooperation of different functions in a company. The increased focus towards the logistics function has potential to increase competitiveness. This is especially true for globally focused production companies. In any company, logistics functions cooperate with various related functions such as production, marketing, procurement, engineering or developing new products as well as with financial functions. Each of the aforementioned connections or cooperation among logistics and its complementary functions can have a decisive effect on the company's competitiveness. Using a survey, we determined which activities in the surveyed companies are performed by the logistical function together with the marketing function and which activities they suggest should be performed together but are currently not, meaning they are co-dependent. Since interfunctional integration between logistics and marketing increases the success of a company, we also examined the connection of the current joint performance of activities and the suggested joint performance of activities among the before mentioned sectors, connected to the success of the company. To examine these connections among the logistical and marketing functions, Explanatory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) were performed.
Dostawca treści:: Biblioteka Nauki

Artykuł

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Skocz do pozycji: 7.

Tytuł:: Multichannel selling – the key to success in retail
Autorzy:: Pluta-Olearnik, Mirosława
Jadach, Robert
Tematy:: multichannel selling
integration of sales channels
retail
multichannel marketing
e-commerce; Pokaż więcej
Wydawca:: Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
Powiązania:: https://bibliotekanauki.pl/articles/611034.pdf Link otwiera się w nowym oknie
Opis:: Theoretical background: The rapid technological development of the past decade has exerted a major influence on consumer behaviours and created new ways of reaching customers. The contemporary consumer freely switches between brick-and-mortar, online and mobile sales channels, expecting that a product will be available any time, any place. Such behaviours pose a serious challenge to retail enterprises, in particular in the context of integrating offlne and online sales channels.Purpose of the article: This paper aims to determine the extent to which contemporary enterprises need to implement multichannel strategies to ensure access to goods and services in order to satisfy the increasing expectations of purchasers and gain advantage in the highly competitive market. A broader thread of the discussions concerns the transformation of the so-called business models taking place in the present retail sector in Poland and across the globe.Research methods: The problem discussed in this paper required a review of the relevant international literature at the initial stage in order to determine the results of theoretical and empirical research on the development of multichannel selling in the retail market in light of changing consumer purchasing preferences. The following available bases were used: ScienceDirect, Taylor & Francis Online, Emerald and SAGE Journals, as well as online research of market reports and statistical studies, which contributed to the analysis of the transformations occurring in the retail sector.Main findings: This paper indicates two major marketing consequences for the enterprises applying multiple channels in gaining access to goods and services. In order to rise to market challenges, retail enterprises must not only employ the multichannel selling strategy but also ensure its integrity. In the face of such challenges, a new approach in creating unique values and solutions in the areas of logistics, distribution, promotion and pricing policy is required. Online sale channels pose a challenge to retail enterprises, in particular as regards delivering identical experiences and a consistent offer to the consumer.
Dostawca treści:: Biblioteka Nauki

Artykuł

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Skocz do pozycji: 8.

Tytuł:: Znaczenie badań marketingowych w rozwoju innowacyjnych struktur integracyjnych w agrobiznesie w kontekście GOW
The importance of marketing research in the development of innovative integration structures in the context of the knowledgebased economy
Autorzy:: Chorób, Roman
Tematy:: marketing
Innowacje
gospodarka oparta na wiedzy
integration
innovation
knowledge-based economy; Pokaż więcej
Wydawca:: Małopolska Wyższa Szkoła Ekonomiczna w Tarnowie
Powiązania:: https://bibliotekanauki.pl/articles/416069.pdf Link otwiera się w nowym oknie
Opis:: Głównym celem opracowania jest przedstawienie znaczenia badań marketingowych dla rozwoju innowacyjnych form powiązań integracyjnych zachodzących w agrobiznesie w kontekście gospodarki opartej na wiedzy. Dokonano też krótkiej prezentacji klastrów rolno-przemysłowych jako przykładu innowacyjnych form związków integracyjnych. W artykule postawiono tezę podkreślającą strategiczną rolę badań marketingowych w procesie kreowania i zarządzania klastrem, jak i w procesie zarządzania jego wiedzą. Rola i znaczenie badań marketingowych w praktyce zarządzania klastrami wzrasta systematycznie pod wpływem czynników zarówno zewnętrznych, jak i wewnętrznych. W procesie tworzenia czy wzmacniania konkurencyjności klastra rola, jaką mają do odegrania badania marketingowe, jest bardzo różnorodna. Zakres stosowanych w klastrze badań marketingowych może dotyczyć rozległych obszarów jego działalności, tj. strategii rozwoju, oferowanych produktów (wyrobów, usług), tworzenia cen (kosztów, zysków, popytu, konkurencyjności cenowej), dystrybucji, promocji, zachowań klientów oraz innych zewnętrznych i wewnętrznych kluczowych interesariuszy. Rozważania teoretyczno-poznawcze poparto pilotażowymi danymi empirycznymi uzyskanymi w Podkarpackim Klastrze Rolno-Spożywczym w ramach realizowanego własnego projektu badawczego. Wyniki badań marketingowych, jak się wydaje, mogą być dla menedżerów klastrów cenną wskazówką w podejmowaniu nowych decyzji (operacyjnych, taktycznych i strategicznych) i ustalaniu kierunku rozwoju, a przede wszystkim źródłem nowej wiedzy wzmacniającym kapitał koncepcyjny klastra.
The main objective of this paper is to assess the impact of marketing research on the development of various forms of integration links occurring in agribusiness in the context of the knowledge-based economy. A short presentation of the agro-industrial clusters has been presented as an example of innovative forms of trade integration. In developing a thesis emphasizing the strategic role of marketing research, both in the process of creating and managing a cluster, as well as the knowledge management process. The role and importance of marketing research in practical cluster management increases systematically under the influence of both, external and internal factors. In the process of creating or strengthening the competitiveness of the cluster structure, the role that marketing research is to play, has a very wide dimension. The theoretical-cognitive supported by the empirical data conducted in Podkarpacki Cluster Agri-Grocery implemented within the framework of their own research project. Marketing research, as it seems, may be for cluster managers valuable clue in making new decisions (operational, tactical and strategic), determining the direction of development and, above all, a source of new knowledge, strengthening the concept capital of the cluster.
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 9.

Tytuł:: Implementation of an integrating robot platform as an opportunity to achieve better digital maturity of Polish enterprises
Autorzy:: Golik-Górecka, Grażyna
Tematy:: marketing
society 5.0
digitalization
robotization
integration platform
społeczeństwo 5.0
cyfryzacja
robotyzacja
platforma integracyjna; Pokaż więcej
Wydawca:: Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Powiązania:: https://bibliotekanauki.pl/articles/58909318.pdf Link otwiera się w nowym oknie
Opis:: Purpose: The aim of the article is to evaluate an innovative product - the implementation of a platform that integrates and at the same time increases the digital maturity of enterprises. Relationships with system integrators are important for maintaining and increasing manufacturers' competitive advantage. Methodology. The research method includes a review of previous analyzes and assessments of digitization according to various studies, and a case study analysis - implementation of the DBR77 integration platform. Such a case study will allow for the introduction of digital solutions, which in turn will affect the level of digital maturity of both the supplier and the recipient.The example of a case study brings a lot to solving the problems of practice of companies interested in digitization, as well as an example for students. The following research questions can be posed here: RQ1. What is the role of digitalization in modern enterprises in the light of current research results in Poland? RQ2. What are the methods used to evaluate digitalization and innovation for industry? RQ3. Does implementing an integration platform help achieve better digital maturity? Findings: The Digi and Desi digital maturity methods presented in the article can be used to assess the level of digitization of an enterprise, and the case study can be a model for companies to use the robotics platform. Research limitations/implications: The research was limited by access to data due to its nature - it was sensitive data. Specific benefits could not be quantified because the company did not agree to this due to the sensitivity of the data. In addition, limitations arising from the requirements of the volume of the work do not allow for a broader analysis of platform systems. Practical implications: The study conducted can be useful fora good example for students and a model that researchers can set for didactic purposes to deepen their knowledge, as well as for enterprises interested in the digitization of modern organizations. Social implications: The integration platform is an excellent example of implementing innovative models and technologies for industrial companies as well as a model for operating in the cloud. It is an example both for enterprises operating in the cloud and for industrial startups - integrator companies. Originality/value: This case study is also a good example for students and a model that researchers can set for didactic purposes to deepen their knowledge, as well as for enterprises interested in the digitization of modern organizations. It may also be the beginning of further research in this area. So it is a contribution to the development of science. It may be worthwhile to include in further research a set of case studies covering all the major solutions that are being implemented in the factory of the future.
Dostawca treści:: Biblioteka Nauki

Artykuł

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Skocz do pozycji: 10.

Tytuł:: Understanding the importance of internal integration and its implications for intercultural business communication
Autorzy:: Topolšek, D.
Orthaber, S.
Tematy:: międzykulturowa komunikacja w biznesie
wewnętrzna integracja
logistyka
internal integration
logistics function
marketing function
intercultural communication; Pokaż więcej
Wydawca:: Politechnika Poznańska. Wydawnictwo Politechniki Poznańskiej
Powiązania:: https://bibliotekanauki.pl/articles/409455.pdf Link otwiera się w nowym oknie
Opis:: The extent to which relationships in organizations are co-operative depends on the level of internal integration between functional and departmental groups. These relationships become even more critical in international businesses as well as in geographically dislocated subsidiaries. Cultural characteristics and different factors which managr, facilitatr and/or hinder internal integration present the basis for studying internal integration of different functions. Therefore, the following paper discusses various theories of internal integration and its role in organizations. More specifically, it focuses on logistics and marketing functions and explores studies that have investigated and examined the levels of internal integration of logistics and marketing functions. With the objective to identify potential implications, high/low levels of internal integration may have on intercultural communication which occurs in international business practices, the most prominent cultural frameworks are presented to identify implications different levels of internal integration may have for intercultural communication, in particular between Slovenian companies and their foreign subsidiaries.
Dostawca treści:: Biblioteka Nauki

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