Pub Date : 2016-12-01DOI: 10.5455/IJOMR.2016254411
J. Olotewo
Globalization has transformed the marketing field from traditional marketing media to social marketing media because of its numerous roles of reaching more customers at the least cost. Traditional marketing communicates with customers through dedicated media channels like television, radio, newspaper, magazine, but the failure of traditional marketing channels to yield significant returns on investment is attributed to many reasons including lack of interactive engagement between the customers and the brand. Social media appeared as the solution to the letdown of traditional marketing, social media are online platforms that facilitate social conversation between social agents regardless of the geography while social media marketing is the promotion of products and services through social media platform. Thus, considering its ability to penetrate across national boundaries without any stoppage, this study found it worthwhile to investigate social media marketing in emerging markets using social media marketing platforms such as Facebook, Twitter, Instagram, YouTube, Whatsapp, LinkedIn, et cetera. The study adopted purposive and systematic sampling technique to ensure that mature adults who fall within the age of 18 and 65 with deep knowledge of social media marketing in organizations in emerging economies are involved in the study through a standard questionnaire which was designed for such purpose. Classical regression model was adopted for the analytical findings, the study concluded that social media activity positively affect brand success in emerging economies. In other words, there is a direct and positive relationship between social media activity and success of an organization's brand in the market. It is recommended that Organization should design effective social media marketing strategy in order to increase its brand engagement and create more customer delights
{"title":"SOCIAL MEDIA MARKETING IN EMERGING MARKETS","authors":"J. Olotewo","doi":"10.5455/IJOMR.2016254411","DOIUrl":"https://doi.org/10.5455/IJOMR.2016254411","url":null,"abstract":"Globalization has transformed the marketing field from traditional marketing media to social marketing media because of its numerous roles of reaching more customers at the least cost. Traditional marketing communicates with customers through dedicated media channels like television, radio, newspaper, magazine, but the failure of traditional marketing channels to yield significant returns on investment is attributed to many reasons including lack of interactive engagement between the customers and the brand. Social media appeared as the solution to the letdown of traditional marketing, social media are online platforms that facilitate social conversation between social agents regardless of the geography while social media marketing is the promotion of products and services through social media platform. Thus, considering its ability to penetrate across national boundaries without any stoppage, this study found it worthwhile to investigate social media marketing in emerging markets using social media marketing platforms such as Facebook, Twitter, Instagram, YouTube, Whatsapp, LinkedIn, et cetera. The study adopted purposive and systematic sampling technique to ensure that mature adults who fall within the age of 18 and 65 with deep knowledge of social media marketing in organizations in emerging economies are involved in the study through a standard questionnaire which was designed for such purpose. Classical regression model was adopted for the analytical findings, the study concluded that social media activity positively affect brand success in emerging economies. In other words, there is a direct and positive relationship between social media activity and success of an organization's brand in the market. It is recommended that Organization should design effective social media marketing strategy in order to increase its brand engagement and create more customer delights","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"34 1","pages":"10-18"},"PeriodicalIF":1.1,"publicationDate":"2016-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85943369","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-12-01DOI: 10.5455/IJOMR.2016254422
Saad Ghafoor, N. Aslam, B. Nazir, Farhana Bashir
Brand loyalty refers to the psychological situation of customers to repeatedly purchase the same product or service from a certain vendor. It is viewed as one of the most desirable marketing outcomes and business strengths. Positivism research paradigm and deductive research approach has been used for this study. Data has been collected through multi stage sampling technique from 200 employees in the textile sector of Lahore, Pakistan. This study aimed to find the relationships between brand reputation, brand effect and brand loyalty in the textile sector of Lahore, Pakistan. The findings of this study are brand reputation and brand effect positively and significantly related with the brand loyalty. This study also found that brand reputation is positively and significantly related with the brand effect.
{"title":"ACQUIRING LOYALTY OF CUSTOMER AS MARKETING STRENGTH: INTERRELATIONSHIPS OF BRAND REPUTATION, BRAND EQUITY AND BRAND LOYALTY IN THE TEXTILE SECTOR OF PAKISTAN","authors":"Saad Ghafoor, N. Aslam, B. Nazir, Farhana Bashir","doi":"10.5455/IJOMR.2016254422","DOIUrl":"https://doi.org/10.5455/IJOMR.2016254422","url":null,"abstract":"Brand loyalty refers to the psychological situation of customers to repeatedly purchase the same product or service from a certain vendor. It is viewed as one of the most desirable marketing outcomes and business strengths. Positivism research paradigm and deductive research approach has been used for this study. Data has been collected through multi stage sampling technique from 200 employees in the textile sector of Lahore, Pakistan. This study aimed to find the relationships between brand reputation, brand effect and brand loyalty in the textile sector of Lahore, Pakistan. The findings of this study are brand reputation and brand effect positively and significantly related with the brand loyalty. This study also found that brand reputation is positively and significantly related with the brand effect.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"4 1","pages":"19-24"},"PeriodicalIF":1.1,"publicationDate":"2016-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74386261","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-10-01DOI: 10.4018/978-1-5225-9282-2.ch006
KushwahaGyaneshwar Singh, KaushalMukesh
The aim of this study is to examine the effect of most important factors of online shopping such as brand, price, and service quality on consumer's e-satisfaction and e-loyalty comparatively. It is...
{"title":"E-Satisfaction and E-Loyalty","authors":"KushwahaGyaneshwar Singh, KaushalMukesh","doi":"10.4018/978-1-5225-9282-2.ch006","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch006","url":null,"abstract":"The aim of this study is to examine the effect of most important factors of online shopping such as brand, price, and service quality on consumer's e-satisfaction and e-loyalty comparatively. It is...","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"88 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2016-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76056747","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-06-01DOI: 10.5455/IJOMR.2016216353
Erdem Demirkan
Especially in today's world of high globalization and intense competition, the service sector has become one of the main areas where the companies may obtain significant competitive advantage (Hipp and Grupp, 2005). This may be done by improving the service quality in order to increase customer satisfaction, and the long term customer engagement. The service sector also constitutes an important part of the national economies, as an indicator of countrywide development and recovery (Wright, 2014). If the developmental trajectory of the service sector is investigated, it can be claimed that the position of the service sector in the economy has increased very rapidly during the last 30 years (Hipp and Grupp, 2005). As a result of the shift towards the service sector as an important part of the economy, the quality standards and applications that have been used for the production sector have started to be adapted to the service sector, in order to hold the service quality above a certain level to ensure customer satisfaction (Enderwick and Enderwick, 2013). At that point, it is apparent that the measures of success in the service sector are more abstract and intangible, when it is compared with the success indicators of the production sector, since service applications cannot be classified according to their physical and measurable properties as the way the production sector outcomes can be classified. Therefore, setting certain quality standards and measuring the customer feedback in an objective manner has even become more crucial for the service sector applications.
特别是在当今世界的高度全球化和激烈的竞争中，服务部门已成为公司可能获得显著竞争优势的主要领域之一(Hipp and group, 2005)。这可以通过提高服务质量来提高客户满意度和长期的客户参与来实现。服务业也是国民经济的重要组成部分，是全国发展和复苏的指标(Wright, 2014)。如果对服务业的发展轨迹进行调查，可以说，在过去的30年里，服务业在经济中的地位上升得非常快(Hipp and group, 2005)。由于转向服务部门作为经济的重要组成部分，已经用于生产部门的质量标准和应用程序已经开始适应服务部门，以保持服务质量在一定水平以上，以确保客户满意度(Enderwick和Enderwick, 2013)。在这一点上，很明显，与生产部门的成功指标相比，服务部门成功的衡量标准更加抽象和无形，因为服务应用不能像生产部门的结果那样根据其物理和可测量的属性进行分类。因此，制定一定的质量标准，客观地衡量客户反馈，对于服务行业的应用就变得更加重要。
{"title":"MEASURING SERVICE QUALITY AND ITS EFFECTS ON CUSTOMER SATISFACTION: A STUDY ON THE FIVE-STAR HOTELS IN TURKISH REPUBLIC OF NORTHERN CYPRUS","authors":"Erdem Demirkan","doi":"10.5455/IJOMR.2016216353","DOIUrl":"https://doi.org/10.5455/IJOMR.2016216353","url":null,"abstract":"Especially in today's world of high globalization and intense competition, the service sector has become one of the main areas where the companies may obtain significant competitive advantage (Hipp and Grupp, 2005). This may be done by improving the service quality in order to increase customer satisfaction, and the long term customer engagement. The service sector also constitutes an important part of the national economies, as an indicator of countrywide development and recovery (Wright, 2014). If the developmental trajectory of the service sector is investigated, it can be claimed that the position of the service sector in the economy has increased very rapidly during the last 30 years (Hipp and Grupp, 2005). As a result of the shift towards the service sector as an important part of the economy, the quality standards and applications that have been used for the production sector have started to be adapted to the service sector, in order to hold the service quality above a certain level to ensure customer satisfaction (Enderwick and Enderwick, 2013). At that point, it is apparent that the measures of success in the service sector are more abstract and intangible, when it is compared with the success indicators of the production sector, since service applications cannot be classified according to their physical and measurable properties as the way the production sector outcomes can be classified. Therefore, setting certain quality standards and measuring the customer feedback in an objective manner has even become more crucial for the service sector applications.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"65 1","pages":"22-31"},"PeriodicalIF":1.1,"publicationDate":"2016-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84758433","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Amro Alzghoul, Hamzah Elrehail, Prof.Dr. Serdar Saydam, S. Alnajdawi, Kayed Al'Ararah
Reputation has critical role for each business organization. Without a good reputation, success is limited and the organization's long-term future is in doubt. Today organization is changing into very important issue, corporate social responsibility (CSR) being respectable by organizations through CSR activities. In this paper, the impact of CSR and marketing on corporate reputation (CR) was explored; also the role of CSR in CR building is confirmed. The methodology of this study we use a questionnaire by using Likert five-options to obtain individuals feedback. We regard 93 samples to collect data from different management level and other stuff from the companies; we received 86 questionnaires in total. The study questionnaire includes 27 queries concerning the three dimensions of the model CSR, Marketing and CR. The study finding show that marketing and CSR are playing critical role in enhance CR; also there is a significant positive relation between CSR and CR. Organizations which are more socially responsible have better retain and enhance to them CRs. Furthermore, when organizations improve reputation this can let them reach business success and goals in the long-term and vice versa. There is no specific method to make CSR contribute to reputation due to each organization; each country and each culture are operating differently. CSR have a positive impact on CR, for that CSR has to be considering while formulating organization strategy.
声誉对每个商业组织都起着至关重要的作用。没有良好的声誉，成功是有限的，组织的长期未来是有疑问的。企业社会责任(corporate social responsibility, CSR)通过企业社会责任活动受到组织的重视，成为当今组织关注的重要问题。本文探讨了企业社会责任和市场营销对企业声誉的影响;同时也确认了企业社会责任在企业社会责任建设中的作用。本研究的方法是采用李克特五选项问卷法来获取个人反馈。我们选取了93个样本，从公司的不同管理层和其他方面收集数据;共收到86份问卷。研究问卷包含27个问题，涉及企业社会责任模型、市场营销和企业社会责任三个维度，研究发现市场营销和企业社会责任对企业社会责任的提升起着关键作用;企业社会责任与企业社会责任之间存在显著的正相关关系，企业社会责任越高，企业社会责任的保留和强化程度越高。此外，当组织提高声誉时，这可以让他们实现长期的商业成功和目标，反之亦然。没有具体的方法使企业社会责任对每个组织的声誉做出贡献;每个国家和文化的运作方式都不一样。企业社会责任对企业社会责任有积极的影响，企业社会责任是企业制定战略时必须考虑的问题。
{"title":"The impact of corporate social responsibility on corporate reputation using Marketing as Moderate variable","authors":"Amro Alzghoul, Hamzah Elrehail, Prof.Dr. Serdar Saydam, S. Alnajdawi, Kayed Al'Ararah","doi":"10.5455/IJOMR.207243","DOIUrl":"https://doi.org/10.5455/IJOMR.207243","url":null,"abstract":"Reputation has critical role for each business organization. Without a good reputation, success is limited and the organization's long-term future is in doubt. Today organization is changing into very important issue, corporate social responsibility (CSR) being respectable by organizations through CSR activities. In this paper, the impact of CSR and marketing on corporate reputation (CR) was explored; also the role of CSR in CR building is confirmed. The methodology of this study we use a questionnaire by using Likert five-options to obtain individuals feedback. We regard 93 samples to collect data from different management level and other stuff from the companies; we received 86 questionnaires in total. The study questionnaire includes 27 queries concerning the three dimensions of the model CSR, Marketing and CR. The study finding show that marketing and CSR are playing critical role in enhance CR; also there is a significant positive relation between CSR and CR. Organizations which are more socially responsible have better retain and enhance to them CRs. Furthermore, when organizations improve reputation this can let them reach business success and goals in the long-term and vice versa. There is no specific method to make CSR contribute to reputation due to each organization; each country and each culture are operating differently. CSR have a positive impact on CR, for that CSR has to be considering while formulating organization strategy.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"52 1","pages":"1-13"},"PeriodicalIF":1.1,"publicationDate":"2016-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91213561","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-06-01DOI: 10.5455/IJOMR.2016216685
N. Almatarneh
Despite the increase of the intention toward online shopping, the actual online shopping’s growth rate is still decreasing and the consumer’s behavior is the main gate to explain this phenomenon. The goal of this study is to investigate the effects of the perceived risk on the consumer purchasing behavior. The survey was distributed, whether in person or online, to 479 participants who had a previous experience about online shopping in order to apply the necessary statistical description methods, using SPSS software, such as frequencies, percentages and multiple regressions that will be used to test eight hypostasis. Findings show a significant negative effect of perceived risk as overall and its seven dimensions toward consumer purchasing behavior. To reduce the risk of online shopping , many factors that support the confidence and reduce the perceived risk that affect online shoppers, including build trust , privacy and security , the extent of information provided
{"title":"Online Shopping Risks and effects on Consumers Purchasing Behavior","authors":"N. Almatarneh","doi":"10.5455/IJOMR.2016216685","DOIUrl":"https://doi.org/10.5455/IJOMR.2016216685","url":null,"abstract":"Despite the increase of the intention toward online shopping, the actual online shopping’s growth rate is still decreasing and the consumer’s behavior is the main gate to explain this phenomenon. The goal of this study is to investigate the effects of the perceived risk on the consumer purchasing behavior. The survey was distributed, whether in person or online, to 479 participants who had a previous experience about online shopping in order to apply the necessary statistical description methods, using SPSS software, such as frequencies, percentages and multiple regressions that will be used to test eight hypostasis. Findings show a significant negative effect of perceived risk as overall and its seven dimensions toward consumer purchasing behavior. To reduce the risk of online shopping , many factors that support the confidence and reduce the perceived risk that affect online shoppers, including build trust , privacy and security , the extent of information provided","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"16 1","pages":"62-69"},"PeriodicalIF":1.1,"publicationDate":"2016-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90287181","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-06-01DOI: 10.5455/IJOMR.2016208434
U. Yorulmaz
In recent years, environmental issues and problems have risen due to mass production, environmental destruction and global warming. For these reasons, consumers are changing their purchase preferences to environmentally friendly products. Additionally, strategic marketing actions of companies target their products and services to these kinds of consumer groups to gain market share and minimize their production costs. This research aims to understand the importance of promoting green products and then tries to explain consumers buying intensions and decision of green or ecological friendly products under the consumer behavior theory.
{"title":"GREEN CONSUMERS IN GREEN MARKETING","authors":"U. Yorulmaz","doi":"10.5455/IJOMR.2016208434","DOIUrl":"https://doi.org/10.5455/IJOMR.2016208434","url":null,"abstract":"In recent years, environmental issues and problems have risen due to mass production, environmental destruction and global warming. For these reasons, consumers are changing their purchase preferences to environmentally friendly products. Additionally, strategic marketing actions of companies target their products and services to these kinds of consumer groups to gain market share and minimize their production costs. This research aims to understand the importance of promoting green products and then tries to explain consumers buying intensions and decision of green or ecological friendly products under the consumer behavior theory.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"30 1","pages":"14-21"},"PeriodicalIF":1.1,"publicationDate":"2016-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83995555","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-06-01DOI: 10.5455/IJOMR.2016216636
Z. Ismael
Customer satisfaction and loyalty approach calls for a better in-depth understanding of different factors affecting it. This study emphasized its efforts in analyzing how personality traits could affect the preferences and buying decisions of mobile users toward offered qualities of services and how it could satisfy their needs. The basic idea of this study has been derived from the wide extension of studies about customer satisfaction and customer loyalty reported in the marketing literature in which most of it, aimed precisely, examines how effectively firms could deliver values to their customers. This study’s framework has conceptualized to analyze the moderate effects of personality traits on the relationship between service quality and customer satisfaction.
{"title":"Analyzing the Effect of Big Five Model of Personality on the Relationship between Service Quality and Customer Satisfaction","authors":"Z. Ismael","doi":"10.5455/IJOMR.2016216636","DOIUrl":"https://doi.org/10.5455/IJOMR.2016216636","url":null,"abstract":"Customer satisfaction and loyalty approach calls for a better in-depth understanding of different factors affecting it. This study emphasized its efforts in analyzing how personality traits could affect the preferences and buying decisions of mobile users toward offered qualities of services and how it could satisfy their needs. The basic idea of this study has been derived from the wide extension of studies about customer satisfaction and customer loyalty reported in the marketing literature in which most of it, aimed precisely, examines how effectively firms could deliver values to their customers. This study’s framework has conceptualized to analyze the moderate effects of personality traits on the relationship between service quality and customer satisfaction.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"30 1","pages":"32-41"},"PeriodicalIF":1.1,"publicationDate":"2016-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80332126","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-06-01DOI: 10.5455/IJOMR.2016216556
J. Olotewo
Several organizations have considered cultural factors, economic factors, political factors and gender factors in the course of designing appropriate marketing strategies to effectively promote their brands but less emphasis has been placed on religious faith of the consumers. Religious faith is a significant subculture element which invariably contributes to the orientation of consumers about some products. Therefore, this study found it worthwhile to investigate market classification using a faith based analysis approach since choices of consumers are influenced by their beliefs and religious faith especially alcoholic and nonalcoholic beverages. The study concludes that level of commitment to religious activities influences the decision to consume alcoholic beverages in the country.
{"title":"Market classification - The faith-Based Analysis approach","authors":"J. Olotewo","doi":"10.5455/IJOMR.2016216556","DOIUrl":"https://doi.org/10.5455/IJOMR.2016216556","url":null,"abstract":"Several organizations have considered cultural factors, economic factors, political factors and gender factors in the course of designing appropriate marketing strategies to effectively promote their brands but less emphasis has been placed on religious faith of the consumers. Religious faith is a significant subculture element which invariably contributes to the orientation of consumers about some products. Therefore, this study found it worthwhile to investigate market classification using a faith based analysis approach since choices of consumers are influenced by their beliefs and religious faith especially alcoholic and nonalcoholic beverages. The study concludes that level of commitment to religious activities influences the decision to consume alcoholic beverages in the country.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"26 1","pages":"42-52"},"PeriodicalIF":1.1,"publicationDate":"2016-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87435932","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Hamzah Elrehail, Amro Alzghoul, S. Saydam, Kayed Al'Ararah
This paper aim to investigate the role of knowledge sharing mechanism for development the of pricing strategy, how knowledge sharing can improve the process of pricing strategy, what the factors that influence this development, survey was distributed via e-mail to CEO of marketing, we find that knowledge sharing can improve the development of pricing strategy inside the organization, organization must facilitate the knowledge sharing process to gain the best competitive advantage and improve their profitability.
{"title":"The Role of Knowledge Sharing Mechanism in the Development of Pricing Strategy","authors":"Hamzah Elrehail, Amro Alzghoul, S. Saydam, Kayed Al'Ararah","doi":"10.5455/IJOMR.204243","DOIUrl":"https://doi.org/10.5455/IJOMR.204243","url":null,"abstract":"This paper aim to investigate the role of knowledge sharing mechanism for development the of pricing strategy, how knowledge sharing can improve the process of pricing strategy, what the factors that influence this development, survey was distributed via e-mail to CEO of marketing, we find that knowledge sharing can improve the development of pricing strategy inside the organization, organization must facilitate the knowledge sharing process to gain the best competitive advantage and improve their profitability.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"35 1","pages":"53-61"},"PeriodicalIF":1.1,"publicationDate":"2016-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74782209","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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