Author: Rajagopal Publisher: Springer Nature ISBN: 3030339262 Category : Business & Economics Languages : en Pages : 312
Book Description
This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Often, strategic choices of companies lean towards developing competitive differentiations that enable consumers to realize the value of money, causing loyalty shifts in the competitive marketplace. The book focuses on the consumer as the pivot of marketing and argues that the consumer serves as a bidirectional channel during pre-and post-purchase period. It explains how consumer affections sentimentally and emotionally help in growing the brands and companies over generations. This book significantly contributes to the existing literature and serves as a learning post and a think tank for students, researchers, and business managers.
Author: Derek Johnson Publisher: University of Michigan Press ISBN: 047212613X Category : Social Science Languages : en Pages : 261
Book Description
Within corporate media industries, adults produce children’s entertainment. Yet children, presumed to exist outside the professional adult world, make their own contributions to it—creating and posting unboxing videos, for example, that provide content for toy marketers. Many adults, meanwhile, avidly consume entertainment products nominally meant for children. Media industries reincorporate this market-disrupting participation into their strategies, even turning to adult consumers to pass fandom to the next generation. Derek Johnson presents an innovative perspective that looks beyond the simple category of “kids’ media” to consider how entertainment industry strategies invite producers and consumers alike to cross boundaries between adulthood and childhood, professional and amateur, new media and old. Revealing the social norms, reproductive ideals, and labor hierarchies on which such transformations depend, he identifies the lines of authority and power around which legacy media institutions like television, comics, and toys imagine their futures in a digital age. Johnson proposes that it is not strategies of media production, but of media reproduction, that are most essential in this context. To understand these critical intersections, he investigates transgenerational industry practice in television co-viewing, recruitment of adult comic readers as youth outreach ambassadors, media professionals’ identification with childhood, the branded management of adult fans of LEGO, and the labor of child YouTube video creators. These dynamic relationships may appear to disrupt generational and industry boundaries alike. However, by considering who media industries empower when generating the future in these reproductive terms and who they leave out, Johnson ultimately demonstrates how their strategies reinforce existing power structures. This book makes vital contributions to media studies in its fresh approach to the intersections of adulthood and childhood, its attention to the relationship between legacy and digital media industries, and its advancement of dialogue between media production and consumption researchers. It will interest scholars in media industry studies and across media studies more broadly, with particular appeal to those concerned about the current and future reach of media industries into our lives.
Author: M. Nordqvist Publisher: Edward Elgar Publishing ISBN: 1849805466 Category : Business & Economics Languages : en Pages : 237
Book Description
Introducing a new concept in family businesses Transgenerational Entrepreneurship addresses how these businesses achieve growth and longevity through entrepreneurial activities. It focuses on the resources, capabilities and mindsets that families develop and draw upon in order to be entrepreneurial across generations, and presents findings from an international research collaboration between family business researchers and practitioners. In addition to a comprehensive conceptual chapter, the editors include a unique set of empirical case-based research papers that investigates transgenerational entrepreneurship in different European contexts. They bring together and integrate frontier research on entrepreneurship and family business, as well as provide a basis for future research. Academics, teachers and students in business and management, entrepreneurship and family business will find this path-breaking book of value, as will libraries, policy makers and consultants.
Author: James Joseph Pirkl Publisher: Van Nostrand Reinhold Company ISBN: Category : Architecture Languages : en Pages : 288
Book Description
A brilliant, beautiful guide that sensitizes readers to the realities of aging by exploring changes in abilities that occur throughout one's lifetime, and explains how to make intelligent decisions during the design, production, marketing, promotion, and selection of consumer products used by an aging population with a wide range of abilities. Some 140 color photographs present exemplary designs ranging from kitchen utensils to walking shoes to personal hygiene systems. All designs are described in terms of how well they accommodate human limitations. Annotation copyright by Book News, Inc., Portland, OR
Author: Pramodita Sharma Publisher: Edward Elgar Publishing ISBN: 1781003629 Category : Business & Economics Languages : en Pages : 230
Book Description
Transgenerational entrepreneurship, as a discipline, examines the processes, resources and capabilities that allow family enterprises to create social and economic value over time in order to succeed beyond the first generation of business owners. While tangible resources such as financial and physical capital are certainly important factors in the long-term success of a family-run business, this book focuses specifically on the role of intangible resources and capabilities, which are less easily quantifiable but equally vital.
Author: Rajagopal Publisher: Springer Nature ISBN: 3031432703 Category : Business & Economics Languages : en Pages : 212
Book Description
This book analyzes the impact of entrepreneurship, technology, and innovation on meeting chronic and recurring social challenges, such as poverty, gender inequality, sustainability and climate change, income disparity, social healthcare, community housing and homelessness, and the drive to cleaner food and water supplies. It discusses inclusive entrepreneurial strategies to meet the above social challenges through transformational leadership in the developing economies. With case studies from Southeast Asia, Africa, and Latin America, the chapters highlight the success and failure of entrepreneurship in resolving the social challenges, arguing that effective convergence of strategies related to technology, innovation, and poverty alleviation influences entrepreneurial performance. Connecting different theoretical underpinnings and providing a number of frameworks, conceptual models, and cases, this work advances the conversation among entrepreneurship scholars on impacting the developing world.
Author: Monica Flegel Publisher: Bloomsbury Publishing ISBN: 1350148660 Category : Literary Criticism Languages : en Pages : 208
Book Description
The reactionary Comicsgate campaign against alleged “forced” diversity in superhero comics revealed the extent to which comics have become a key battleground in America's Culture Wars. In the first in-depth scholarly study of Marvel Comics' most recent engagement with progressive politics, Superhero Culture Wars explores how the drive towards greater diversity among its characters and creators has interacted with the company's commercial marketing and its traditional fan base. Along the way the book covers such topics as: · Major characters such as Miles Morales's Spider-man, Kamala Khan's Ms. Marvel, Jane Foster's Thor, Sam Wilson's Captain America and the Secret Empire series' turncoat Captain America · Creators such as G. Willow Wilson, Jason Aaron, Nick Spencer and Michael Bendis · Marketing, the Marvel Universe, and online fan culture Superhero Culture Wars demonstrates how the marketing of Marvel comics as politically progressive has both indelibly shaped its in-world universe and characters, and led to conflicts between its corporate interests, its creators, and it audience.
Author: Derek Johnson Publisher: University of Michigan Press ISBN: 0472054317 Category : Social Science Languages : en Pages : 261
Book Description
Within corporate media industries, adults produce children’s entertainment. Yet children, presumed to exist outside the professional adult world, make their own contributions to it—creating and posting unboxing videos, for example, that provide content for toy marketers. Many adults, meanwhile, avidly consume entertainment products nominally meant for children. Media industries reincorporate this market-disrupting participation into their strategies, even turning to adult consumers to pass fandom to the next generation. Derek Johnson presents an innovative perspective that looks beyond the simple category of “kids’ media” to consider how entertainment industry strategies invite producers and consumers alike to cross boundaries between adulthood and childhood, professional and amateur, new media and old. Revealing the social norms, reproductive ideals, and labor hierarchies on which such transformations depend, he identifies the lines of authority and power around which legacy media institutions like television, comics, and toys imagine their futures in a digital age. Johnson proposes that it is not strategies of media production, but of media reproduction, that are most essential in this context. To understand these critical intersections, he investigates transgenerational industry practice in television co-viewing, recruitment of adult comic readers as youth outreach ambassadors, media professionals’ identification with childhood, the branded management of adult fans of LEGO, and the labor of child YouTube video creators. These dynamic relationships may appear to disrupt generational and industry boundaries alike. However, by considering who media industries empower when generating the future in these reproductive terms and who they leave out, Johnson ultimately demonstrates how their strategies reinforce existing power structures. This book makes vital contributions to media studies in its fresh approach to the intersections of adulthood and childhood, its attention to the relationship between legacy and digital media industries, and its advancement of dialogue between media production and consumption researchers. It will interest scholars in media industry studies and across media studies more broadly, with particular appeal to those concerned about the current and future reach of media industries into our lives.
Author: Matt Yockey Publisher: University of Texas Press ISBN: 1477312501 Category : Business & Economics Languages : en Pages : 369
Book Description
Tracing the rise of the Marvel Comics brand from the creation of the Fantastic Four to the development of the Marvel Cinematic Universe, this volume of original essays considers how a comic book publisher became a transmedia empire.
Author: Roger Blackwell Publisher: John Wiley & Sons ISBN: 0471483443 Category : Business & Economics Languages : en Pages : 258
Book Description
The unique ability of rock and roll to inspire fanatical support from its customers is undeniable; the loyalty showered upon the Rolling Stones, Elton John, Aerosmith, and others who create it, unmatched; and the lessons for corporate America, endless. In the past, business leaders have looked to the successes of other firms to guide their own strategies for increasing market share and capturing more consumer attention, spending, and loyalty. However, in today’s hyper-competitive marketplace, managers are looking for ways to shake, rattle, and roll corporate America’s traditional marketing and branding mindset. In Brands That Rock, Roger Blackwell and Tina Stephan, co-authors of best-selling Customers Rule! and From Mind To Market, take readers behind the music to uncover how businesses can create brands that become adopted by culture and capture a long-term position in the marketplace. Brands That Rock takes a unique, behind-the-music look at how businesses can increase brand awareness, customer loyalty, and profits by implementing some of the same strategies that legendary bands have used to transform customers into fan and create deep, emotional connections with them. Aerosmith and Madonna offer insight into how to evolve a brand to remain relevant in the marketplace without alienating current fans, while the Rolling Stones and KISS prove that successful execution at all levels of the brand experience are key to capturing long-term loyalty. Stephan and Blackwell also examine how businesses, from Victoria’s Secret and Wal-Mart to Cadillac and Kraft, have implemented ‘rock and roll strategies’ to become adopted by culture and secure fans in their own right. Filled with fun anecdotes and interviews from industry insiders, Brands That Rock will relate to managers who grew up with classic rock, showing them how build iconic brands, and delight fans decade after decade. Roger D. Blackwell (Columbus, OH) is President of Roger Blackwell Associates, a consulting firm that works with Fortune 500 companies in the areas of consumer trends, strategy, e-commerce, and global business. A highly sought-after speaker, he is also Professor of Marketing at the Fisher College of Business at The Ohio State University. Tina Stephan (Columbus, OH and New York, NY) is Vice President of Roger Blackwell Associates. Together, they have collaborated on eight books, including Customers Rule! and From Mind to Market, and numerous articles and research projects.
Author: Rajagopal
Author: Derek Johnson
Author: M. Nordqvist
Author: James Joseph Pirkl
Author: Pramodita Sharma
Author: Rajagopal
Author: Monica Flegel
Author: Derek Johnson
Author: Matt Yockey
Author: Roger Blackwell