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on Marketing |
| By: | Temperini, Valerio; Gregori, Gian Luca; Pizzichini, Lucia |
| Abstract: | Professional training has become increasingly more important as the tourism industry grows and evolves. It plays a particularly vital role in supporting business competitiveness in the traditional distribution system. This has encouraged a growing focus on e-learning and on the interesting advantages that it opens up in training activities. However, it has been given limited attention as a useful tool for marketing purposes. This paper aims to analyze the use of e-learning in the marketing perspective, with specific reference to the relationship between tour operators and travel agents, using the case study of the e-learning platform, Go Academy. |
| Keywords: | marketing; e-learning; tour operator; travel agents; relationship |
| JEL: | I25 L83 M31 |
| Date: | 2019–04–15 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:94075&r=all |
| By: | Vineet Kumar (School of Management, Yale University); K. Sudhir (Cowles Foundation & School of Management, Yale University; School of Management, Yale University) |
| Abstract: | A critical element of word of mouth (WOM) or buzz marketing is to identify seeds, often central actors with high degree in the social network. Seed identi?cation typically requires data on the full network structure, which is often unavailable. We therefore examine the impact of WOM seeding strategies motivated by the friendship paradox to obtain more central nodes without knowing network structure. But higher-degree nodes may communicate less with neighbors; therefore whether friendship paradox motivated seeding strategies increase or reduce WOM and adoption remains an empirical question. We develop and estimate a model of WOM and adoption using data on micro?nance adoption across 43 villages in India for which we have data on social networks. Counterfactuals show that the proposed seeding strategies are about 15-20% more effective than random seeding in increasing adoption. Remarkably, they are also about 5-11% more effective than opinion leader seeding, and are relative more effective when we have fewer seeds. |
| Keywords: | Word of mouth, Networks, seeding, Friendship paradox, Product adoption, diffusion |
| JEL: | D85 D13 G21 L14 O12 O16 Z13 |
| Date: | 2019–05 |
| URL: | http://d.repec.org/n?u=RePEc:cwl:cwldpp:2178&r=all |
| By: | Stremersch, S.; Winer, R.S. |
| Abstract: | Academic research in marketing is of key importance to the health of business schools. However, there has been considerable debate in recent years whether academic research in marketing, and business in general, delivers enough on this promise. Our goal is to add a coherent and novel faculty management perspective to this debate. We identify three limiters in the faculty management system that restrict the impact academic research in marketing may have on business school health: (1) the imperfect metrics used to evaluate marketing academics that focus primarily on quantity, (2) the weak professional alignment between marketing academics and professionals relevant to marketing, and (3) the incentives for marketing academics that have started to emphasize extrinsic rewards such as bonuses for publications. In response to these limiters, we offer three improvements for increasing the impact marketing can have on business school health. These include: (1) supplementing the quantitative metrics with a qualitative assessment of the work, (2) socializing marketing academics into the practice of marketing, and (3) strengthening intrinsic rewards and reducing extrinsic rewards. |
| Keywords: | marketing, research, faculty, business school, managerial relevance, citation, scientometrics, metrics, incentives, rewards, rigor |
| Date: | 2018–10–31 |
| URL: | http://d.repec.org/n?u=RePEc:ems:eureri:116485&r=all |