| 1. |
- Barnardo, Claire, et al.
(författare)
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GrowBox : the reality of growth challenges for a social entrepreneur in Cape Town
- 2021
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Ingår i: Emerald Emerging Markets Case Studies. - : Emerald Group Publishing Limited. - 2045-0621. ; 11:1
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Tidskriftsartikel (refereegranskat)abstract
- Learning outcomesThe learning outcomes of this paper is as follows: to strategically evaluate the strengths, weaknesses, threats and resulting opportunities that face an entrepreneurial startup. To apply the academic principle of competitiveness and evaluate the competitive advantage of the business and its competitors through the application of Porter’s five forces model. To evaluate the contextual tensions that entrepreneurial ventures face, and how these affect the growth of a sustainable business. To develop the skills to create a target market analysis by using segmentation, targeting and positioning principles. To evaluate the best strategic actions to grow a business through the lens of sustainable entrepreneurship, by using principles such as the triple bottom line and people, opportunity, context and deal and framework.Case overview/synopsisThe case looks at business challenges faced by an entrepreneur, Renshia Manuel, the CEO of GrowBox, as she attempts to balance the profitability and social impact of her venture in Cape Town, South Africa. GrowBox sells customisable self-contained wooden boxes equipped with all materials to grow a variety of vegetables and herbs for consumers. Large volumes of boxes are often purchased by corporate clients who donated these to lower-income communities as part of their social responsibility projects. Additional landscaping and food-scaping services make up another revenue stream of the business. The case study documents the conception of GrowBox in 2016 and the growth of the business in the first four years of operation. The theft of equipment, and difficulty in recruiting and retaining staff due to the volatile social climate of where the business was situated, have put the business under great financial pressure and reduced the efficiency of business processes. The case highlights a number of the harsh realities of sustainable entrepreneurship where both profitability and social impact are vitally important to ensure business sustainability. The case dilemma involves the choices faced by Renshia at the beginning of 2020 regarding the future, sustainable growth of the business.Complexity academic levelThe target audience for this teaching case is primarily business students at a postgraduate level, particularly those studying in the fields of sustainable entrepreneurship and social development, as well as marketing in emerging markets. This teaching case is intended to be used as a case study in postgraduate business programmes such as postgraduate diplomas in management, specialist Masters programmes such as those focussed on entrepreneurship, social entrepreneurship or social development, as well as those studying a Master of Business Administration or related executive education programme.Supplementary materialsTeaching notes are available for educators only.
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| 2. |
- Ferreira, Caitlin, et al.
(författare)
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How Many Likes Are Good Enough? An Evaluation of Social Media Performance
- 2022
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Ingår i: Journal of Internet Commerce. - : Taylor & Francis. - 1533-2861 .- 1533-287X. ; 21:3, s. 341-363
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Tidskriftsartikel (refereegranskat)abstract
- This paper considers the evaluation of social media performance from a user’s perspective using the expectation confirmation theory as the theoretical framework. The interplay between initial expectations and subsequent evaluations of social media performance, in particular, forms the basis of the evaluation. The research focuses on the influence that the performance of brand-related user-generated content is able to exert on a user’s brand attitude, self-image, and the development of their personal brand. This conceptual paper develops three propositions suggesting that the social media performance of brand-related user-generated content is able to influence one’s brand attitude, self-image, and personal brand respectively. A typology of four different social media user types is developed through an evaluation of the disconfirmation experienced as a result of the interplay between initial expectations and the actual evaluation of the performance of brand-related, user-generated content. The concept of social media performance is proposed, which considers the subjective evaluation of the performance of a brand-related post shared on social media platforms. In addition, the research expands the expectation confirmation theory to a new context in order to offer a more nuanced understanding of an existing yet under researched phenomenon.
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| 3. |
- Ferreira, Caitlin, et al.
(författare)
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Inside-Out: Using the Marketing Classroom to Mirror Diversity and Inclusion of the Marketplace
- 2023
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Ingår i: Marketing Education Review. - : Taylor & Francis. - 1052-8008 .- 2153-9987. ; 33:1, s. 7-21
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Tidskriftsartikel (refereegranskat)abstract
- Today’s students will work in an increasingly diverse environment which requires the ability to understand and connect with consumers from different social groups and cultures. The expectations placed on marketing practitioners to connect with a multiplicity of consumers requires a nuanced understanding of the different lifestyles, lived experiences and values of consumers. Exposing students to societal diversity and inclusive practices in their marketing curricula helps to inform their marketing practice in industry. Using an exploratory approach, through semi-structured expert interviews with marketing educators, two overarching themes emerged as crucial sources of inclusion in marketing education, namely pedagogical considerations and curriculum design considerations. This research proposes the Inside-Out framework as a guideline for marketing educators to foster inclusive teaching practices through the lens of the Experiential Learning Theory. Several recommendations for future research are presented, including the development of a teaching resource, an objective assessment of curriculum design and the continued examination of inclusive teaching practices within marketing education.
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| 4. |
- Mills, Adam, et al.
(författare)
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Drawing meaning from online user discussions about brands : A study of comments in response to luxury advertisements on YouTube
- 2011
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Ingår i: The Sustainable Global Marketplace. - : The Academy of Marketing Science. - 0939783363 ; , s. 398-
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- The Internet and how consumers make use of it is constantly changing. The Internet has evolved from an information retrieval source to a place of interactivity, and a place for dialogue from one-to-one, one-to-many and many-to-many. Many term the Internet today “Web 2.0.” As one of many social platforms of Web 2.0, the use of video as a means of online communication is gaining increasing popularity among Internet users. Video publishing is no longer accessible solely to trained and skilled videographers; assisted by the development of inexpensive and user-friendly media software, consumers are now creating their own content. The accessibility of video publishing, combined with the network effects of video-driven social media platforms such as YouTube, is changing the advertising landscape. This paper discusses Consumer Generated Advertising (CGA), where consumers create brand messages independent of the brands themselves in order to persuade, inform or remind fellow consumers. Because of the anonymity, visibility and interactivity of online CGA, consumer dialogues and market conversations are difficult to interpret through traditional advertising research methods (surveys, ratings services, etc). However, there may be an opportunity for brand managers to capitalize on Web 2.0 to gain valuable insight into the ways consumers interact with their brands. In this exploratory study, we make use of the content analysis software Leximancer to make sense of and measure consumer feedback around conversations on CGA. We study consumer comments posted on You Tube in response to three video advertisements in order to draw meaningful trends and insights from the large volume of seemingly disorganized consumer discussion
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| 5. |
- Mills, Adam, et al.
(författare)
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Drawing Meaning from Online User Discussions About Brands: A Study of Comments in Response to Luxury Advertisements on YouTube
- 2015
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Ingår i: The Sustainable Global Marketplace. - Cham : Encyclopedia of Global Archaeology/Springer Verlag. - 9783319108728 - 9783319108735 ; , s. 398-
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- The Internet and how consumers make use of it is constantly changing. The Internet has evolved from an information retrieval source to a place of interactivity, and a place for dialogue from one-to-one, one-to-many and many-to-many. Many term the Internet today “Web 2.0.” As one of many social platforms of Web 2.0, the use of video as a means of online communication is gaining increasing popularity among Internet users. Video publishing is no longer accessible solely to trained and skilled videographers; assisted by the development of inexpensive and user-friendly media software, consumers are now creating their own content. The accessibility of video publishing, combined with the network effects of video-driven social media platforms such as YouTube, is changing the advertising landscape. This paper discusses Consumer Generated Advertising (CGA), where consumers create brand messages independent of the brands themselves in order to persuade, inform or remind fellow consumers. Because of the anonymity, visibility and interactivity of online CGA, consumer dialogues and market conversations are difficult to interpret through traditional advertising research methods (surveys, ratings services, etc). However, there may be an opportunity for brand managers to capitalize on Web 2.0 to gain valuable insight into the ways consumers interact with their brands. In this exploratory study, we make use of the content analysis software Leximancer to make sense of and measure consumer feedback around conversations on CGA. We study consumer comments posted on You Tube in response to three video advertisements in order to draw meaningful trends and insights from the large volume of seemingly disorganized consumer discussion.
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| 6. |
- Reyneke, Mignon
(författare)
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In the lap of luxury : consumer conversations concerning online advertisements of luxury brands
- 2011
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Ingår i: South African Journal of Business Management. - : AOSIS. - 0378-9098 .- 2078-5976 .- 2078-5585. ; 42:2, s. 27-34
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Tidskriftsartikel (refereegranskat)abstract
- While branding is an area that is extensively studied in the marketing literature, there is a noticeable lack of attention to the study of luxury brands, and even more so from an online perspective. In this exploratory study, we make use of the content analysis software Leximancer to comprehend the consumer feedback around conversations about luxury brand ads posted online. We study consumer comments posted on YouTube around three different luxury brands and analyse these comment in order to find meaning among the large volume of consumer discussion. We attempt to shed some light on how these conversations can be tracked and interpreted in order to gain valuable insight into the consumer?s role in advertising through discussing the ads for well known luxury brands that were chosen for this study and the subsequent reactions to them. We go on to discuss the Leximancer tool that can be used for deciphering and interpreting the consumer conversations surrounding these ads and the results of the analysis. We conclude by acknowledging the limitations of this methodology, identifying implications for managers, and suggesting avenues for future research.
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| 7. |
- Reyneke, Mignon
(författare)
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Luxury as the opposite of vulgarity : a trio of perspectives on luxury brands
- 2011
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis, entitled “Luxury as the opposite of vulgarity: A trio of perspectives on luxury brands” considers luxury brands in a trio of contemporary contexts. Despite the academic research surrounding luxury brands being limited, the existent research most often studies luxury brands in a traditional retail context. That is, luxury is viewed from a perspective where the products are sold in luxury retail stores. However, the landscape that these brands function within has changed significantly in the last decade as a result of the rise in Internet usage, the ever increasing effect of social media on consumer behaviour, and the influence of the recent global recession. This study considers how consumers behave and how luxury brand managers act in a trio of contemporary contexts regarding luxury brands; namely gift giving, economic downturns and social media. Through this thesis, the researcher considers the behaviour of luxury consumers in these three contexts, and suggests ways for the managers of these luxury brands to successfully adjust to the changing environment in which these brands function.
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| 8. |
- Reyneke, Mignon, et al.
(författare)
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Luxury wine brands as gifts : onthological and aesthetic perspectives
- 2011
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Ingår i: International Journal of Wine Business Research. - : Emerald. - 1751-1062 .- 1751-1070. ; 23:3, s. 258-270
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to address the issues of luxury gift giving and the giving of luxury wines as gifts from a conceptual perspective. Design/methodology/approach – The article considers the OA (aesthetic and ontology) model as proposed by Berthon et al. that permits the integration of various conceptualisations of different authors in the area of luxury branding. The model offers a typology of luxury brands that draws on Heidegger's theory of arts and Whitehead's process philosophy. This means that one can differentiate luxury brands along two dimensions: aesthetics and ontology. Findings – The paper contends that the four modes as set out in the AO model of Berthon et al. can be used as a typology of luxury wines, from both gift giving, and gift receiving, perspectives. Practical implications – Luxury wine marketers can make use of the proposed typology to target wine gift givers effectively, by understanding where on the proposed matrix both the giver and the receiver are positioned. The four modes that emerge can be seen as different target markets, with different motivations and different behaviors with regard to luxury wines as gifts. Originality/value – By applying the OA model to luxury wines and specifically to the giving and receiving of luxury wines, this paper offers wine marketers the insight to formulate different marketing mix strategies based on the different target markets that emerge from the proposed model.
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| 9. |
- Reyneke, Mignon, et al.
(författare)
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Luxury wine brands visibility in social media : an exploratory study
- 2011
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Ingår i: International Journal of Wine Business Research. - : Emerald. - 1751-1062 .- 1751-1070. ; 23:1, s. 21-35
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to address the visibility of luxury wine brands, in particular the Bordeaux first growth brands in social media. Design/methodology/approach – The paper uses data from howsociable.com to portray similar luxury wine brands in multi-dimensional space. To identify the associations between the brands and the social media visibility indicators, the paper uses correspondence analysis. Findings – The findings of the paper show that some of the brands considered did not, at the time the data were gathered, have a clearly defined social media strategy. Practical implications – The indication is that there are opportunities for luxury wine brand managers to use social media as a tool in their marketing strategies; also some threats may exist to these brands should they take a laissez faire approach to social media, particularly when social media are becoming as influential, if not more so than conventional media. Originality/value – Brands can take directions in social media today that would have been unlikely if not impossible five years ago. While brand managers may not fully be able to control the destinies of these brands, this paper suggests that the approaches followed in this particular research will present brand managers with a tool that will assist them in directing conversations that occur around their brands.
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| 10. |
- Reyneke, Mignon, et al.
(författare)
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Managing brands in times of economic downturn: How do luxury brands fare?
- 2012
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 19:6, s. 457-466
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Tidskriftsartikel (refereegranskat)abstract
- Spending in virtually every category of non-essential offerings declines during economic downturn. The recent global recession has confronted the luxury goods industry with questions of how well luxury brands do in times of economic downturn, and what kinds of strategies luxury brand managers implement in order to deal with economic asperity. In this article we address the relationship between the performance of luxury brands and the economic cycle, specifically the effect that recessions have on luxury brands, by means of an exploratory qualitative study. We evaluate the luxury goods industry as well as changes within it in recent years. We further consider luxury consumers and the effect the recent recession has had on their behavior, and outline a study of executives within the luxury goods industry designed to capture their impressions of the effects of an economic downturn on the brands they manage. The conclusions and managerial implications of the article afford managers of luxury brands some insight into strategies followed by luxury brands during the recession, as well as some interesting elements of consumer behavior during this time.
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