Published in Interactive Marketing
This paper looks at some of the wider influences on marketing generally and direct marketing in particular and challenges some received wisdoms. Looking at some of the trends observable in society and at parallels from politics it helps raise our awareness of alternative scenarios for direct marketing. The world is changing very fast; what was true...
[[abstract]]由於電子資訊應用產品的變化與強大需求，帶動相關產業的發展，目前尤以政府鼓勵發展的「兩兆雙星」重點產業最受矚目。其中液晶顯示器產業為我國新興科技產業，延續半導體產業及資訊應用產品生產之優勢，持續創造產值巔峰。然而值此明星產業發展同時，更應瞭解該產業發展成功的關鍵因素，據以擬定或修正產業發展因應策略，俾助該產業另創高峰。 本研究主要在架構尋找液晶顯示器產業關鍵成功因素的推導模式。首先依Leidecker & Bruno（1984）分析層次，建立該產業競爭優勢條件有「國家總體」、「單一產業」、與「個別企業」三個面向，再據以細分、推演可能成功因素。另依司徒達賢之策略矩陣與Porter的五力分析及一般競爭策略分析，擬定各因素的發展因應策略。接著，依據Anderson Consu...
Purpose: The purpose with our research is to contribute to a deeper understanding for the importance of choosing useful strategies in a new market formation, and also for privatization and competition. Methods: A qualitative study has been done containing discussions, reports and theoretical approach. Mostly secondary data has been used to find an ...
The intention of the study was to determine the relation between the managemental competitions of the directive personnel and the competitive advantages of the companies of the chemical sector. Methodologically, contextualized within a positivist epistemologic tendency, of type of investigation was applied, descriptive - corelational, the design of...
Branding is in the midst of those marketing gadget which are presumed to be used for only large-size companies or organizations. Our study is an endeavor to confiscate this distinction among large and small enterprises and proving it with the help of branding models and theoretical literature depending on our empirical findings. The aim of this res...
[[abstract]]隨著外在環境多變，企業間競爭日益劇烈，環境瞬息萬變，企業對於外在環境的分析與掌握較以往更為困難，而企業內部的資源與能力卻是自身能夠加以管理與掌控的。因此，企業在制定策略時，已由外在環境轉變為注重內部條件。而資源基礎理論觀點就是強調內部資源的重要性，企業如何發展並運用資源，來獲得競爭優勢。 本研究透過文獻整理與個案訪談的方式，針對麥當勞、肯德基與摩斯漢堡的實務經驗與相關次級資料，先以五力分析來診斷個案公司是否正視自己的短處與面臨的潛在危機，再依資源基礎理論來探討三家個案公司如何運用資源，以在市場上占有一席之地。 本研究分析後，發現麥當勞之競爭優勢主要來自於站在市場的前端；肯德基之競爭優勢主要來自於透過和多家廠商之簽約；最後，摩斯漢堡之競爭優勢主要來自於內部管理之創新運用...
The major aim of the paper is to investigate how environmental (“green”) factors may influence on international business activities and the competitiveness of firms. The paper suggests that an environmental performance lower than the industry average would represent a risk for the firm, while a performance above the industry average could result in...
As organizações têm vindo a manifestar uma maior consciência a nível económico, social e ambiental, procurando minimizar problemas com que a sociedade se debate de uma forma sistemática, numa lógica de sustentabilidade e de longo prazo. Para esse efeito, procuram desenvolver um conjunto de iniciativas que implica a adopção de comportamentos coerent...
Traditionella affärsmodeller ligger till grund för hur företag gör vinst och levererar kunskap. När samhället blir mer och mer digitaliserat ökar risken för misslyckande när en traditionell affärsmodell används. Ett sätt att minska risken är att transformera affärsmodellen till digital affärsmodell. Denna studie tar upp förklaringa...
Manufacturing companies have strived to enhance managerial and technical capabilities to improve business performance. Building these capabilities requires effective share of knowledge - the strategic resource. Specifically, knowledge sharing (KS) between different manufacturing departments can improve manufacturing processes since leveraging organ...
