| 1. |
- Bigi, Alessandro, et al.
(författare)
-
How customer and product orientations shape political brands
- 2016
-
Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 25:4, s. 365-372
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and present themselves to voters. It is evident that some politicians play an active role in shaping the beliefs and actions of their constituents, while others are more influenced by voter sentiment. The effectiveness of the political strategy is highly influenced by the market realities of the voting body in question. Design/methodology/approach - A dichotomy is presented to shed light on how consumer and product orientation might influence the way in which politicians choose to address the public. Specifically, four modified strategic orientation archetypes are presented and analyzed with particular focus on political brands and strategy. Findings - Product and consumer orientations have been shown to also be applicable to the strategic positioning of political brands. While it can be argued that no strategy is superior over another, careful consideration of the political environment in question and subsequent execution of an appropriate stance can be used to better manage the relationship between the electorate and politicians. Research limitations/implications - This study provides academics in this area with a comprehensive examination of strategic orientation literature in political contexts, and lays out a strong groundwork for future studies. In this burgeoning area of research, there are several opportunities for marketing and political strategy academics to dive deeper into the intricacies that drive politicians to adopt specific strategic orientations, and how these strategies evolve over time and in differing political environments. Practical implications - This analysis suggests that there are opportunities for political strategists to explore the relationship between the identified strategic orientations and political brands, and for political marketing scholars to investigate the modes of focus presented. Originality/value - This analysis provides better understanding of how politicians can influence voters and voters can influence political brands, and how the strategic orientation archetypes can be used to influence decisions about political strategy.
|
|
| 2. |
- Brown, Terrence, et al.
(författare)
-
Twenty-five years and counting : an analysis of the Journal of Strategic Marketing
- 2018
-
Ingår i: Journal of Strategic Marketing. - : Informa UK Limited. - 0965-254X .- 1466-4488. ; 26:2, s. 125-139
-
Tidskriftsartikel (refereegranskat)abstract
- This article presents a content analysis of the Journal of Strategic Marketing (JSM) over 24 years from the journal's inception in 1993 to 2017. No similar attempt on an analysis of JSM has been found. Analyses were completed to examine how the journal has developed and to uncover relevant information for editors, reviewers, researchers and future authors of JSM by analysing research themes, author and manuscript characteristics, and citation metrics. The findings reveal an increase in multi-authored articles, an increase in empirical research and in the internationalization of researchers. These and other factors illuminate sources and implications of the journal's current state. The relevance of these findings is discussed as it pertains to the future success and publishing opportunities in the Journal of Strategic Marketing.
|
|
| 3. |
- Dabirian, Amir, et al.
(författare)
-
A 23-Year Bibliometric Study of the Journal of Food Products Marketing
- 2016
-
Ingår i: Journal of Food Products Marketing. - : Informa UK Limited. - 1045-4446 .- 1540-4102. ; 22:5, s. 610-622
-
Tidskriftsartikel (refereegranskat)abstract
- This article presents a statistical review of the Journal of Food Products Marketing publication for the past 23 years, from the journal’s inception in 1992 through to 2014. The intent of this article is to highlight the publication’s contribution to discourse within the global food industry. A total of 505 papers were analyzed through bibliometric techniques to identify the journal’s most significant findings and trends. An appropriate introduction of the journal’s nature and scope in the industry allowed for further analysis of research articles within the journal. From this analysis, five major themes emerged for further study, which include content, manuscript, citations and reference, authorship, and special editions
|
|
| 4. |
|
|
| 5. |
- Pitt, Christine Sarah, et al.
(författare)
-
Understanding communication in disaster response : A marketing strategy formulation and implementation perspective
- 2017
-
Ingår i: Journal of Public Affairs. - : WILEY. - 1472-3891 .- 1479-1854. ; 17:3
-
Tidskriftsartikel (refereegranskat)abstract
- An analysis of communication disaster response in four well-known natural disasters explores at what stage a disaster communication plan can fail. Based on a marketing strategy formulation-implementation framework, four different outcomes are used to examine what makes a disaster communication plan succeed or fail. This leads to an identification of barriers to the implementation of disaster communication plans. Very often in disaster communication plan failures the strategy formulation is blamed. However, often it is implementation at fault. This makes it hard to diagnose the reason for the communication plan failure. By taking heed of the barriers identified here, disaster response executives can hopefully overcome some of the causes of disaster communication plan failure. Avenues for future research are identified.
|
|
