Abstract: Despite the relatively large number of studies that
have examined the use of appeals in advertisements, research on the
use of appeals in green advertisements is still underdeveloped and
needs to be investigated further, as it is definitely a tool for marketers
to create illustrious ads. In this study, content analysis was employed
to examine the nature of green advertising appeals and to match the
appeals with the green advertisements. Two different types of green
print advertisings, product orientation and organizational image
orientation were used. Thirty highly educated participants with
different backgrounds were asked individually to ascertain three
appeals out of thirty-four given appeals found among forty real green
advertisements. To analyze participant responses and to group them
based on common appeals, two-step K-mean clustering is used. The
clustering solution indicates that eye-catching graphics and
imaginative appeals are highly notable in both types of green ads.
Depressed, meaningful and sad appeals are found to be highly used in
organizational image orientation ads, whereas, corporate image,
informative and natural appeals are found to be essential for product
orientation ads.
Abstract: This paper investigates the relationship between different dimensions of customer relationship management and innovation capabilities in Melli Bank of Iran. Five dimensions of CRM include information sharing, customer involvement, long-term partnership, joint problem solving and technology-based CRM are selected to measure their relationship with innovation capabilities including innovation in product, innovation in process, innovation in administrative affairs, innovation in marketing, and finally innovation in services. Research findings indicate that there is significant relationship between CRM dimensions and innovation capabilities in Melli bank of Iran.
Abstract: The product development process (PDP) in the
Technology group plays a very important role in the launch of any
product. While a manufacturing process encourages the use of certain
measures to reduce health, safety and environmental (HSE) risks on
the shop floor, the PDP concentrates on the use of Geometric
Dimensioning and Tolerancing (GD&T) to develop a flawless design.
Furthermore, PDP distributes and coordinates activities between
different departments such as marketing, purchasing, and
manufacturing. However, it is seldom realized that PDP makes a
significant contribution to developing a product that reduces HSE
risks by encouraging the Technology group to use effective GD&T.
The GD&T is a precise communication tool that uses a set of
symbols, rules, and definitions to mathematically define parts to be
manufactured. It is a quality assurance method widely used in the oil
and gas sector. Traditionally it is used to ensure the
interchangeability of a part without affecting its form, fit, and
function. Parts that do not meet these requirements are rejected
during quality audits.
This paper discusses how the Technology group integrates this
quality assurance tool into the PDP and how the tool plays a major
role in helping the HSE department in its goal towards eliminating
HSE incidents. The PDP involves a thorough risk assessment and
establishes a method to address those risks during the design stage.
An illustration shows how GD&T helped reduce safety risks by
ergonomically improving assembling operations. A brief discussion
explains how tolerances provided on a part help prevent finger injury.
This tool has equipped Technology to produce fixtures, which are
used daily in operations as well as manufacturing. By applying
GD&T to create good fits, HSE risks are mitigated for operating
personnel. Both customers and service providers benefit from
reduced safety risks.
Abstract: The main purpose of this study is to explore current
and possible customer experiences in Bosphorus Zoo. Since there is
no previous research conducted on Turkish zoos- customer
experiences, we conduct an exploratory research taking the form of
depth interviews. Then, we group the experiences according to
strategic experiential modules (sense, feel, think, act and relate).
Abstract: Truly successful bloggers, navigating the public to know them, often use their blogs as a way to better communicate with customers. Integrating with marketing tools, storytelling can be regarded as one of the most effective ways that businesses can follow to gain competitive edge. Even though the literature on marketing contains much discussion of traditional vehicles, the issue of business blogs applying storytelling has, as yet, received little attention. In the exploration stage, this paper identifies four storytelling disciplines and then presents a road map to business blogging. This paper also provides a two-path framework for blog storytelling and initiates an issue for further study.
Abstract: The paper presents the service learning project titled
DicDucFac (idea-leadership-product), that was planned and
conducted by the team of information sciences students. It was
planned as a workshop dealing with the application of modern social
media (Facebook, YouTube, Gmail) for the purposes of selfpromotion,
free advertising via social networks and marketing own
ideas and/or products in the virtual world. The workshop was
organized for highly-skilled computer literate unemployed youth.
These youth, as final beneficiaries, will be able to apply what they
learned in this workshop to “the real world“, increasing their chances
for employment and self-employment. The results of the project
reveal that the basic, active-learning principles embodied in our
teaching approach allow students to learn more effectively and gain
essential life skills (from computer applications to teamwork) that
can only be learned by doing. It also shows that our students received
the essentials of professional ethics and citizenship through direct,
personal engagement in professional activities and the life of the
community.
Abstract: A DEA model can generally evaluate the performance
using multiple inputs and outputs for the same period. However, it is
hard to avoid the production lead time phenomenon some times, such
as long-term project or marketing activity. A couple of models have
been suggested to capture this time lag issue in the context of DEA.
This paper develops a dual-MPO model to deal with time lag effect in
evaluating efficiency. A numerical example is also given to show that
the proposed model can be used to get efficiency and reference set of
inefficient DMUs and to obtain projected target value of input
attributes for inefficient DMUs to be efficient.
Abstract: Since the world printing industry has to confront
globalization with a constant change, the Thai printing industry, as a
small but increasingly significant part of the world printing industry,
cannot inevitably escape but has to encounter with the similar change
and also the need to revamp its production processes, designs and
technology to make them more appealing to both international and
domestic market. The essential question is what is the Thai
competitive edge in the printing industry in changing environment?
This research is aimed to study the Thai level of competitive edge in
terms of marketing, technology, environment friendly, and the level
of satisfaction of the process of using printing machines. To access
the extent to which is the trends in competitiveness of Thai printing
industry, both quantitative and qualitative study were conducted. The
quantitative analysis was restricted to 100 respondents. The
qualitative analysis was restricted to a focus group of 10 individuals
from various backgrounds in the Thai printing industry. The findings
from the quantitative analysis revealed that the overall mean scores
are 4.53, 4.10, and 3.50 for the competitiveness of marketing, the
competitiveness of technology, and the competitiveness of being
environment friendly respectively. However, the level of satisfaction
for the process of using machines has a mean score only 3.20. The
findings from the qualitative analysis have revealed that target
customers have increasingly reordered due to their contentment in
both low prices and the acceptable quality of the products. Moreover,
the Thai printing industry has a tendency to convert to ambient green
technology which is friendly to the environment. The Thai printing
industry is choosing to produce or substitute with products that are
less damaging to the environment. It is also found that the Thai
printing industry has been transformed into a very competitive
industry which bargaining power rests on consumers who have a
variety of choices.