149 resultados para conceptual marketing knowledge
Resumo:
We demonstrate a portable process for developing a triple bottom line model to measure the knowledge production performance of individual research centres. For the first time, this study also empirically illustrates how a fully units-invariant model of Data Envelopment Analysis (DEA) can be used to measure the relative efficiency of research centres by capturing the interaction amongst a common set of multiple inputs and outputs. This study is particularly timely given the increasing transparency required by governments and industries that fund research activities. The process highlights the links between organisational objectives, desired outcomes and outputs while the emerging performance model represents an executive managerial view. This study brings consistency to current measures that often rely on ratios and univariate analyses that are not otherwise conducive to relative performance analysis.
Resumo:
Greatly increased competition in the professional services and marketing sectors has reinforced the need for firms to develop an organisational culture that facilitates adaptation to changing conditions and competitive threats. More generally, competitive changes within business environments require new and creative ways of organising and managing firms. In order for marketing practitioners to be ahead of competitors in identifying and meeting customer needs, creative thought is essential. An organisational culture that supports creativity and facilitates the adoption of innovative practices, products and services, improves a firm’s ability to remain competitive within an uncertain environment. This paper presents a conceptual model of an organisational culture supporting creativity and innovation. The model posits relationships between creativity and innovation and organisational performance. The main contribution of the paper is to build a foundation for future research directed primarily towards exploring the relationships in the theoretical model of interest. Implications for marketing practitioners are also considered.
Resumo:
There is a substantial body of literature that suggests that clothing and more particularly fashion is a form of communication. It communicates how we want to be seen by others as well as how we see ourselves. But does it communicate how we feel? This paper draws a link between symbolic and emotional communication by suggesting that fashion changes our internal feelings and that many of these emotions are expressed to others through symbols such as the clothes we wear. A conceptual framework is presented explaining the effects of clothing on an individual consumer. This framework classifies the fashion effect into internally and externally communicated meanings. Knowledge of how fashion is used as a form of emotional expression is particularly important for those fashion retailers who display the clothing they sell to engender positive feelings that may then lead to purchase behaviour.