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The urge for personalisation and the rise of technological advancements
in the 21st century is pushing for more innovative marketing strategies. As such, this dissertation examines the impact of personality-tailored
campaigns (PTC) and how it affects purchasing decisions among
Generation Z, focusing on theoretical and practical implications.
A conceptual framework for the process of personality-tailored marketing has been developed to provide tangible value for businesses of
various industries in particular the fragrance, smartphone, and food
industry.
Toward a notation for modeling value driver trees: Classification development and research agenda
(2024)
This study investigates the role of individual differences in channel choice and switching behavior in a multichannel environment using latent class analysis on data from 1512 customers. Psychographic variables from five domains (risk attitudes, cognitive ability, motivation, personality, and decision-making style) serve as covariates for multichannel customer behavior. We identify six segments that differ significantly on six psychographic variables (readiness to take risks, need for cognition, autotelic and instrumental need for touch, and rational and intuitive decision-making styles). The results advance the theory-building of multichannel customer behavior and present insights for proactively managing customer journeys of distinct segments.
Purpose
The purpose of this paper is to investigate the relationships between technology orientations and export performance of small and medium-sized enterprises (SMEs).
Design/methodology/approach
A quantitative research design was adopted for this study. The paper formulates hypotheses from the literature review. These hypotheses are tested using structural equation modeling with data collected from 231 SMEs in Uganda. Data were analyzed using SPSS version 23 and AMOS.
Findings
The findings of this study showed technology orientation has a positive and significant relationship with the performance of Ugandan SMEs and that supply chain agility moderates technology orientation and export performance.
Research limitations/implications
The study discusses the findings, advances limitations and managerial implications. It also suggests future research avenues. It proposes some recommendations to help Ugandan SMEs to form flexible supply chains, use the latest technology and create strong relationship ties with their partners in the supply chain.
Practical implications
The study suggests that managers of Ugandan SMEs should use the latest technology in production, marketing, logistics and supply chain management which will enable them to respond quickly to customer tastes and preferences leading to higher levels of export performance.
Originality/value
This study contributes to the literature on strategic management showing the reliability of scales used and the confirmatory of the factor structure. This study shows that in strategic management technology, orientation is critical in increasing export performance. This study has extended the resource-based view (RBV) and dynamic capabilities theories.
Study programme development is one of the most challenging processes
at universities since all faculty is involved. And in our experience, the redesign of already existing programmes seems to be even more difficult: Whereas innovative forces want to pick up new trends (e.g. digitalisation or other new teaching concepts) more conservative forces emphasises on values and refer to existing experience. Both positions are important and contextually right. Thus, the presented format provides a gradual framework to bridge the gap between both sides in an interactive and creative process.
Both sides are invited to negotiate the best possible result by using an unusual approach for university discussions, the benefit analysis method known e.g. from economics. After the negotiating activity, it should be obvious that a change of perspective is also helpful, if not necessary, to create a new or updated study programme. The practiced approach helps as well to recognise which limits for study programme development remain when visionary ideas are measured against reality.