Marketing

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http://hdl.handle.net/20.500.12519/632

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Analytic Hierarchy Process and Sensitivity Analysis Approach for Social Media Impact on Pharmaceutical Relationship Marketing Tactics
(Decision Science Institute, 2013) Enyinda, Chris I.; Ogbuehi, Alphonso O.; Hamouri, Suhair
Pharmaceutical relationship marketing (PRM) bodes well with the social media environment. Pharmaceutical industry can build and maintain relationships with consumers through social media. Firms that leverage social media to enhance their PRM tactics will be viewed favorably in terms of trust, transparency, openness, and honesty. This paper explores the sensitivity analysis (SA) of PRM tactics within the social media environment using analytic hierarchy process (AHP) approach. Results revealed customer engagement as the most important PRM tactic, followed by communication, and trust. The performance SA carried out on the PRM tactics showed that the ranking associated with social media channel options remained robust or insensitive to small perturbations.
The benefits of applying GIS in spiritual tourism management and promotion
(IGI Global, 2018) Haq, Farooq; Medhekar, Anita
The main contribution of this chapter is to critically discuss the benefits of applying geographic information systems (GIS) as a tool for management and promotion of spiritual tourism circuits (STC) and ST destinations. This research-based chapter also examines the extent to which GIS can be used in spiritual tourism management and promotion, proposes a model for the use and benefits of GIS in spiritual tourism management and promotion in India and Pakistan, and proposes GIS connected STC. This chapter identifies the socio-economic and business benefits of applying GIS to spiritual tourism circuits (STC). In this research, the spiritual tourism product is exclusively based on spiritual place, sites, or destinations, which is also called spatial or geographical data. © 2018 by IGI Global. All rights reserved
Branding heritage tourism in Dubai: A qualitative study
(Akdeniz University Publishing House, 2021) Haq, Farooq; Seraphim, Joanna; Medhekar, Anita
This qualitative paper explores tourism branding for Dubai to develop brand differentiation based on factors influencing heritage tourism. Data was collected through direct interviews with relevant tourists and tourism experts. The paradigm of critical realism was adapted to analyze the data with thematic analysis by extracting related themes. Five emerging themes have been identified: perception of brand authenticity in heritage tourism, Dubai’s tourism offerings, heritage branding, marketing suggestions, and heritage tourism valorization. Research outcomes present a strategy for brand marketing Emirati heritage tourism as new strategic advances in tourism management. Practical implications suggest that heritage tourism can achieve brand differentiation among heritage tourism destinations by leveraging authenticity and modernity. This paper contributes to the theory of tourism marketing and management, with the unique case of branding Dubai as part of UAE heritage tourism, by adopting brand communication, brand identity, brand positioning, and brand personality strategies. © 2021 Akdeniz University Publishing House. All rights reserved.
Co-creation applied to innovation for branding online distance education
(Anadolu Universitesi, 2021) Haq, Farooq
This exploratory qualitative research investigates branding innovation for online distance education in Australian regional universities. The purpose is to apply co-creation to specify the type of innovation and branding approach for online distance education. The research purpose was achieved by studying two regional universities in Australia. The data was collected through in-depth interviews. Convenient sampling was employed to finalize the total sample of 36 managers, administration officials, technical staff and academics in both universities. Data analysis was conducted by thematic analysis. Research findings emphasized the importance of continuous innovation based on co-creation and cooperative branding for online distance education. Findings of this qualitative study were constructed on direct interviews conducted with internal stakeholders indicating three emerging themes: need for flexible education, growing market opportunities and the role of technological support. The paper argues that continuous innovation with cooperative branding will enhance academic and competitive performance of regional universities. Branding could be strategized by point-of-parity and cooperation replacing point-of-difference approach in the education industry. Research outcomes cover a gap in literature on branding online distance education for innovation based on co-creation. This study could be replicated in other countries including Turkey to investigate factors affecting innovation for branding distance education. © 2021. All Rights Reserved.
A critical analysis of the "dialogic communications" potential of sub-Saharan African Police Service websites
(Elsevier BV, 2014-06) Madichie, Nnamdi O.; Hinson, Robert
Cross-Border Cooperation for Bilateral Trade, Travel, and Tourism: A Challenge for India and Pakistan
(IGI Global, 2022-01-01) Medhekar, Anita; Haq, Farooq
Cross-Border Cooperation (CBC) is described as collaboration with neighbouring countries sharing land or sea borders to cooperate to reduce poverty and inequality among people, and improve living standards for sustainable development of the regions. European Union key objective has been CBC model where bordering countries in balanced partnership, have equal say in program decision-making process for sustainable development to meet common goals. The three factors essential for CBC clearly defined goals, promotion of political transparency, and promotion of connectivity and communication are correlated with the four levels of CBC implementation and public-private-partnerships. This chapter examines the challenge and significance of cross border cooperative relationship between India and Pakistan to disarm and have peace, for achieving 17 sustainable development goals in bordering conflict regions between the two countries for socio-economic progress and prosperity of the millions of people living in South Asia. © 2022 by IGI Global. All rights reserved.
Doing Business in Ghana's Informal Sector - Auntie Muni & the "Waakye" Kitchen
(Adonis and Abbey Publishers Ltd, 2013-01-01) Madichie, Nnamdi O.; Hinson, Robert E.
This exploratory study pools together two complementary streams of literature - i.e. marketing and entrepreneurship, drawing upon a single case study of "Auntie Muni," an informal woman-owned business in the food sector in Ghana's East Legon area. In our estimation and based on our in-depth interview, Auntie Muni has braved all odds to remain in business despite all the harsh conditions facing her line of business. With a poor educational background, her resilience as a mother not just to her kids (but to most young people in the community, hence the name Auntie) and her optimistic outlook to life in general makes her a worthy case deserved of research attention. It also highlights some policy implications on the need of the government to recognise, reward and assist such informal ventures into more formalized ones. In the end we hope to have a holistic view of the entrepreneurial landscape of the food business (i.e. restaurants) in what we hope would become an assemblage of challenges and achievements for class and other scholarly discussions in Sub-Saharan Africa. This is with a view to teasing out areas where lessons might be learnt, and identifying other areas for further policy intervention as the continent muddles its way towards the 2015 deadline of the Millennium Development Goals (MDGs). © 2013 Adonis and Abbey Publishers Ltd. All rights reserved.
The economic effects of spiritual tourism in India and Pakistan
(IGI Global, 2017) Haq, Farooq; Medhekar, Anita
This conceptual study builds on the argument that urbanisation is driving economic development and innovation in various industries including tourism. One of the recently recognised innovation in tourism is the business of spiritual tourism. This chapter is based on a study on spiritual tourism in India and Pakistan as an innovation linked with urbanisation of tourism. The aim of this chapter is to present the link between economic indicators that are associated with urbanisation of spiritual tourism based on people, places and events. The discussion analyses the economic perspectives of tourism urbanisation in literature review and provides an understanding of spiritual tourism as a tourism innovation. Findings of this research indicate five economic indicators with respect to spiritual tourism as a tourism innovation. Future research direction highlights need for an empirical study with spiritual tourists in India and Pakistan to ascertain urbanisation effect on spiritual tourism innovation. © 2018, IGI Global. All rights reserved.
Entrepreneurial Orientation among SME Wood Manufacturers in Ghana
(Adonis and Abbey Publishers Ltd, 2014-01-01) Ibrahim, Masud; Madichie, Nnamdi O.
This study explores the entrepreneurial orientation of Small and medium size enterprises (SME) wood manufacturers in Ghana. Data for the study was obtained through an in-depth interview with the managers of four sampled wood manufacturers in Accra and Kumasi. Findings from the study indicate a strong relationship between the three dimensions of entrepreneurial orientation and competitive advantage in the furniture industry in Ghana. The study concludes that SME wood manufacturers in Ghana are entrepreneurial – i.e. innovative, risk taking and proactive. However, considering that the market is dynamic the study recommends that firms in this industry should constantly update existing competencies and seek new competencies, in order to have a sustained competitive advantage as well as profitability and growth. This paper evaluates entrepreneurial orientation and firm performance among small and medium enterprises from a developing country perspective. © 2014 Adonis and Abbey Publishers Ltd. All rights reserved.
Gravity Measurement Method Of Solid Rocket Drive Based On Switched Reluctance Motor System
(Serbian Society of Heat Transfer Engineers, 2021) Dongyi, Jia; Zhuo, Li; Farooq, Haq; Mohammed, Yousuf
Solid rocket drive system based on switched reluctance motor is established through the working principle of switched reluctance motor, and the closed-loop precise control of solid rocket drive system digitization is realized by the control method of pulse width modulation technology. The gravity value of solid rocket drive system is measured by the vertical deviation measurement method based on attitude error observation. The attitude datum of solid rocket drive system is ob-tained by the relationship between the vertical deviation and the attitude error of solid rocket drive system. The state space of solid rocket drive system is estab-lished by the attitude datum obtained. The horizontal gravity component estima-tion model of the real gravity value of the solid rocket drive system is established by the state space model, and the accurate gravity value of the solid rocket drive system is obtained by the estimation model. The simulation results show that the method can effectively measure the gravity value of solid rocket driving system, and the errors of measuring the gravity of solid rocket driving system are less than 1%. © 2021. Society of Thermal Engineers of Serbia
Halal branding for medical tourism : case of Indian hospitals
(IGI Global, 2018) Medhekar, Anita; Haq, Farooq
This chapter explores the emergence and development of Halal branded hospitals and medical facilities as a product of Medical Tourism for Muslim patients around the world and in India. Halal tourism is a sub-category of spiritual tourism, where one has to abide by the Sharia law to satisfy Muslim customers. The main objective of the chapter is to focus on a niche category of halal medical tourism, where Sharia rules are followed to attract the medical tourist mainly from Islamic countries. This chapter also proposes a typology of Muslim medical tourist’s cultural sensitivities and recommends branding and certifying Halal Medical Tourism hospitals, healthcare facilities, pharmaceuticals, products, and services to attract Muslim patients, and provides challenges and opportunities with future research directions. The case studied in this chapter is of the Global Health City, the first Halal Certified Medical Hospital facility in Chennai, India. It presents a model for halal branding of Indian Medical Tourism based on the halal decision-making paradigm for Muslim customers designed by Wilson and Liu (2010). The model presented here indicates attitudes of being rational or emotional and elements reflecting affective and cognitive feelings for Muslim patients seeking halal treatment in halal hospitals. © 2018 by IGI Global. All rights reserved.
Halal branding for medical tourism : case of Indian hospitals
(IGI Global, 2014) Medhekar, Anita; Haq, Farooq
This chapter explores the emergence and development of Halal branded hospitals and medical facilities as a product of Medical Tourism for Muslim patients around the world and in India. Halal tourism is a sub-category of spiritual tourism, where one has to abide by the Sharia law to satisfy Muslim customers. The main objective of the chapter is to focus on a niche category of halal medical tourism, where Sharia rules are followed to attract the medical tourist mainly from Islamic countries. This chapter also proposes a typology of Muslim medical tourist's cultural sensitivities and recommends branding and certifying Halal Medical Tourism hospitals, healthcare facilities, pharmaceuticals, products, and services to attract Muslim patients, and provides challenges and opportunities with future research directions. The case studied in this chapter is of the Global Health City, the first Halal Certified Medical Hospital facility in Chennai, India. It presents a model for halal branding of Indian Medical Tourism based on the halal decision-making paradigm for Muslim customers designed by Wilson and Liu (2010). The model presented here indicates attitudes of being rational or emotional and elements reflecting affective and cognitive feelings for Muslim patients seeking halal treatment in halal hospitals. © 2015 by IGI Global. All rights reserved.
The Impact of COVID-19 on Luxury Consumption in Tourism to and from Dubai
(Publishing India Group, 2021) Syed, Anam; Haq, Farooq
The global pandemic of COVID-19 has damaged the consumption of luxury products and services, yet the academic interest in luxury tourism shopping remains limited. The purpose of this paper is to fill the gap in tourism literature identifying the untapped potential of luxury consumption in tourism. In this exploratory research, convenient sampling was used to select and interview in-bound and out-bound tourists based in Dubai regarding their luxury shopping behaviour. Thematic analysis was applied to identify factors for comparison between emerging themes. Research findings indicated that luxury consumption is a combination of planned and experiential consumption behaviour as identified from the thematic analysis based on comparison of in-bound and out-bound tourists’luxury shopping behaviour and experiences. Findings of this research provided themes as: perception of luxury shopping in and from Dubai, luxury shopping motivation for tourists before COVID-19 and impact of COVID-19 on luxury tourism shopping. This original study attempts to highlight Dubai as a luxury shopping destination strategizing marketing to mitigate the impact of COVID-19 on luxury tourism markets. The research contributes to tourism and marketing literature by identifying comparative factors for in-bound and out-bound luxury tourism markets. © 2021 Publishing India Group. All rights reserved.
Innovative Marketing in the Health Industry
(Springer Science and Business Media B.V., 2017) Jiwani, Zahra Ladha; Poulin, Marc
The health care industry continues to face the challenges of being able to provide high quality services at an acceptable cost. One of the challenges being faced is the reactive versus proactive mode of health professionals and patients, in dealing with health issues. This is due in part to the incongruent incentive structures in place for the B2B stakeholders, as well as the need to create greater awareness of preventive care and its benefit over reactive care. While some stakeholders are now increasing their focus on preventive health care initiatives in order to be more effective and efficient, the health care industry still faces the ultimate marketing challenge of changing health care providers to shift towards a more proactive versus reactive approach to health care. This article explores the literature and industry best practices in marketing for companies focusing on preventive health care. The article discusses a variety of ideas and critically analyzes their potential in the context of a company’s innovative business model on the global market. © 2017, Springer International Publishing Switzerland.
Integration of functional areas of business : A research agenda
(Adonis and Abbey Publishers Ltd, 2014-01-01) Opute, Promise Abdullah; Madichie, Nnamdi O.
Since the early 1980's relationship marketing theorists have increasingly underlined the need to ensure harmonious interfunctional relationship between marketing and other functional areas, in order to profitably satisfy the customer. A major gap in the literature, however, is the lack of understanding of interfunctional relationship in the non-Western context. To contribute to addressing this imbalance in the literature, this paper aims primarily to inspire researches that illuminate the non-Western context, which will be characterised by cultural fabrics and trading patterns that contrast the Western norms. The methodological approach in this paper is two folds. First, review of literature is undertaken to identify the core themes (and variables) and the debates in the existing literature. Second, a template is proposed to guide knowledge development in the area. © 2014 Adonis and Abbey Publishers Ltd. All rights reserved.
Is Spiritual Tourism an Innovation in Tourism for India and Pakistan?
(Springer Science and Business Media B.V., 2017) Haq, Farooq; Medhekar, Anita
This conceptual paper attempts to build on the argument that innovation in tourism is a less focused topic in business and academic research. The growing interest in the practice and business of spiritual tourism cannot be ignored. This interest motivates the research aiming to present spiritual tourism as an innovation in tourism, specifically in India and Pakistan. In this unique study, the innovation in tourism is appreciated and analyzed from dimensions of product, process, and people, falling under the umbrella of architectural and revolutionary innovation. Hence the three elements of the tourism product: people, places, and events are adapted to align with the spiritual tourism as a tourism innovation. India and Pakistan are selected as the two countries since both carry the status of multifaith-purpose spiritual tourism destinations. This original research emphasizes on recognizing spiritual tourism as an innovation in tourism based on its products and services illustrating architectural and revolutionary innovation. The paper concludes with a matrix mapping elements of spiritual tourism with the dimensions of tourism innovation, hence filling a gap in the literature on tourism innovation and spiritual tourism. A relevant empirical study of travelers visiting India and Pakistan for spiritual tourism is a palpable future study. © Springer International Publishing Switzerland 2017
Islamic tourism in India and Pakistan : opportunities and challenges
(IGI Global, 2014) Haq, Farooq; Medhekar, Anita
This chapter is based on a study of tourism in India and Pakistan and is associated with Islamic faith and practices in both countries. Islam-oriented destinations in both countries have been marketed as products of heritage, cultural, historical, or archaeological tourism. The aim of this chapter is to present the argument that all tourism destinations linked with Islam in India and Pakistan need to be marketed as Islamic tourism products. This chapter makes a contribution to the theory and practice of tourism, marketing, and Islamic marketing. The discussion in this chapter covers the historical perspective of Islamic tourism in literature review and provides an understanding of halal branding of Islamic tourism in the context of India and Pakistan. Recommendations are provided to governments at local, regional, and national levels, private sector, and the local population to reap benefits from opportunities arising from Islamic tourism. The findings and conclusion of this chapter also attempt to make a social and political contribution by promoting peace, mutual social harmony, and universal spiritual understanding between the people of India and Pakistan for economic prosperity. © 2015 by IGI Global. All rights reserved.
Modeling enterprise risk management in operations and supply chain : a pharmaceutical firm context
(2018) Enyinda, Chris I.
The growing prevalence of disruptive influences in modern operations and supply chains has called for a systematic approach to identify risk sources and to develop predictive enterprise risk management. This imperative has become a top priority for many organizations such as the pharmaceutical industry. This paper leverages a multi-criteria decision making methodology to model enterprise risk management in a focal pharmaceutical firm operations and supply chain. Six types of risks and five strategies are considered and analyzed. Results suggest that supply chain executives attach great importance to regulation/legislation, followed by operational, and reputation risks, while financial, market, and relationship risks ranked low in importance. With respect to enterprise risk management strategies, risk reduction/mitigation was considered the best option followed by risk avoidance option. From the results, it appears that multi-criteria decision making methodology can be used to assist supply chain executives in developing a priority hierarchy for risk management strategies. It can also help the management with a step-by-step approach to identify, assess, and manage portfolio of risks that can be detrimental to their pharmaceutical supply chain performance, brand equity, profit growth, and shareholder value. © Operations and Supply Chain Management. All rights reserved.
Nigerian students and the “allure” of Foreign (UK) Education: A Curious Reflection
(Adonis and Abbey Publishers Ltd, 2013-01-01) Madichie, Nnamdi O.; Madichie, Edward I.
The purpose of this paper is to highlight the duality in the appeal of UK higher education degrees vis-à-vis the poor perception of African degrees (notably the Nigerian degree). We relied upon an online focus group of African academics and professionals outside the UK, in a bid to provide deeper insights on the problems and reasons why Nigerian students opt to study overseas - notably in the UK. Key questions discussed with our respondents revolved around the allure of foreign (UK) education, the challenges of higher education infrastructure/resources, employability concerns, and the growing security issues in the Nigerian higher education (HE) landscape. Finally we provide policy prescriptions in the light of recent developments in the UK HE sector – notably the “London Metropolitan University (i.e. LondonMet) saga,” - whose licence was recently revoked and immigrant visa powers stripped by the UK Borders Agency. © 2013 Adonis and Abbey Publishers Ltd. All rights reserved.
Quantifying sources of risk in global food operations and supply chain
(Wiley-Liss Inc., 2017-11) Enyinda, Chris I.; Mbah, Chris H.
The food industry plays a significant role in food supply. However, it is increasingly facing a significant number of risks to tackle. This article provides insight into sources and quantification of risk, which can restrict food operations and supply chain performance. Certainly, risks imposed by today's constantly changing global environment makes it imperative for food and agribusiness firms to develop purposeful proactive and predictive risk management for their global supply chains. We proposed the analytic hierarchy process (AHP) model to analyze sources of risks attached to the focal firm's global food operations and supply chain. The identified risks were from a review of relevant literature, expert opinions from the focal firm supply chain C-level executive, and consultants in the food industry. We grouped the identified risks into seven categories and discussed the risk mitigation strategies. We validated the proposed model using a case study involving a focal food and agribusiness firm with global presence. © 2016 Wiley Periodicals, Inc. © 2016 Wiley Periodicals, Inc.

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