Documents found
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Library and information services operate as «open systems». As such, they are in constant interaction with their milieu. Governments fund various library and information service organizations in exchange for efficient services. This exchange is enhanced and made profitable through marketing. A marketing strategy allows the manager to develop and impliment ways to increase the efficiency of the service. Marketing becomes a «philosophy of management» which places the user of library and information services at the focal point.
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The literature on internationalization focuses on multinational companies, to the detriment of African companies. It is unclear how firms' resources interact with environmental conditions in terms of marketing adaptation and export performance. Drawing on the resource-based view and the institutional perspective, this study uses survey data from 308 companies in Nigeria and Ghana. The results reveal that networking capacity, and the availability of financial resources positively influence marketing fit, which mediates the relationship between company resources and export performance. These effects depend on institutional conditions, with significant implications for the internationalization of African companies.
Keywords: networking capability, financial resource availability, marketing adaptation, firm export performance, institutional conditions, capacité de mise en réseau, disponibilité des ressources financières, adaptation du marketing, performances à l'exportation des entreprises, conditions institutionnelles, capacidad de creación de redes, disponibilidad de recursos financieros, adaptación al marketing, resultados de exportación de las empresas, condiciones institucionales
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Keywords: MARKETING, MARKETING SOCIAL, METHODES QUANTITATIVES, GROUPES DE DISCUSSION
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Our research focuses on the influence of the internal and external context on the way SMEs orchestrate three highly complementary marketing capabilities: market and demand research capabilities, marketing strategy formulation capabilities, and value proposition management capabilities. Our inductive classification approach allowed us (i) to observe three marketing configuration profiles (static, dynamic-agile and dynamic-proactive), and (ii) to demonstrate that the organizational alignment of marketing capabilities depends on two specific factors: the degree of uncertainty of the market environment and the level of annual turnover.
Keywords: Fit organisationnel, Théorie des configurations, Capacités marketing, Stratégie marketing, PME, Organizational fit, Configuration theory, Marketing capabilities, Marketing strategy, SME, Adaptabilidad Organizacional, Escuela de Configuración, Capacidades de marketing, Estrategia de marketing, PYME