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BEST PRACTICES IN MARKETING STRATEGY AS APPLIED BY SMALL MEXICAN COMPANIES
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This is a doctoral dissertation which resulted from a research done with a group of 10 small Mexican companies. The goal of the research was to study and analyze how these companies were applying the best practices of marketing strategy. The study includes a selection of best practices of marketing strategy that are measurable and allow a researcher to evaluate the degree in which a company is doing its job in relation to marketing strategy.
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Citation: Askarany, D. (2015). 'Attributes of adopters and the diffusion of benchmarking', Journal of applied management accounting research, Vol 13 (2), P: 45-59. Abstract To take advantage of the most recent advances, organisations may need to proceed with the adoption of benchmarking. However, the extant literature suggests that benchmarking is not widely adopted by many organisations. Contributing to the literature, the current study is aiming to improve our understanding of the diffusion of benchmarking by exploring the impacts of attributes of adopters on the diffusion of benchmarking in organisations in Australia. Surveying Australian CIMA members, this study identifies 12 organisational factors that can influence the diffusion of benchmarking in practice.
Understanding the dynamics underlying the diffusion of new ideas or technology in a society is an important task with implications for sciences such sociology and economics, as well as important business applications, especially in marketing. In this article, we take a first step in this direction, by studying the problem of how to model, in a simple and useful abstraction, the complex process of innovation diffusion. Our unique input is a database of adoptions D, which is a relation (User,Item,Time) where a tuple u,i,t∈D indicates that the user u adopted the item i at time t. For our aim, we propose a stochastic model which decomposes a diffusion trace (i.e., the sequence of adoptions of the same item i) in an ordered sequence of stages, where each stage is intuitively built around two dimensions: users and relative speed at which adoptions happen. Each stage is characterized by a specific rate of adoption and it involves different users to different extent, while the sequentiality in the diffusion is guaranteed by constraining the transition probabilities among stages. An empirical evaluation on synthetic and real-world adoption datasets shows the effectiveness of the proposed framework in summarizing the adoption process, enabling several analysis tasks such as the identification of adopter categories, clustering and characterization of diffusion traces, and prediction of which users will adopt an item in the next future.
This paper teaches marketing leaders how to avoid common marketing technology implementation pitfalls and challenges. These best practices will help marketers not only to survive but to thrive; not only to keep their jobs, but potentially to set themselves up for the next promotion. The paper includes a marketing technology vendor evaluation list of essential criteria to ensure proper evaluation during the request for information (RFI) or request for proposal (RFP) process.
Now in a Fourth Edition, this how-to guide is an excellent starting point for anyone looking to begin case study research. The authors—all professors teaching graduate students in education and other professions—provide the structure, detail, and guidance needed for beginning researchers to complete a systematic case study. Improvements for this edition include more practical and detailed guidance for conducting a literature review, a more efficient and easy-to-understand reorganization of the case study examples, and updated citations throughout the text. As with previous editions, this succinct handbook emphasizes learning how to do case study research—from the first step of deciding whether a case study is the way to go to the last step of verifying and confirming findings before disseminating them. It shows students how to determine an appropriate research design, conduct informative interviews, record observations, document analyses, delineate ways to confirm case study findings, describe methods for deriving meaning from data, and communicate findings.
Book Features:
A straightforward introduction to the science of doing case study research.
A step-by-step approach that speaks directly to the novice investigator.
Many concrete examples illustrate key concepts.
Questions, illustrations, and activities to reinforce what has been learned.
