Cryptic marketing is a discreet communication strategy using crypted subculture symbols to avoid negative responses from other consumers. This has been used since marketing towards stigmatized subculture groups is challenging as there is a risk of losing consumers from the majority. Nevertheless, studies about the impact of cryptic marketing on prominent marketing variables are still scant. Thus, this study aims to determine the impact of cryptic marketing on brand attitude between LGBT group and heterosexual group in an unfriendly market (Indonesia) and a friendly market (the Netherlands). Using experiments, we tested the impact of three cryptic ads (low, medium, and high) which differ in the explicitness of LGBT symbols. The results revealed that the LGBT group (i.e., gays) in both markets have a more positive brand attitude towards the high cryptic ad. There were no differences in the brand attitude of heterosexuals, except for the gay-friendly participants in a friendly market which showed a preference for the low cryptic ad. This study contributes to the literature on covert marketing strategy as cryptic marketing is rarely discussed.

Assertions in current academic research and practical discourse that promote agility reduce the importance or prominence given to organizational strategic planning. While firms today are required to become agile and thus quickly and timely respond to emerging market challenges, the strategic planning process is perceived as rigid, slow, and somehow obsolete and may contradict agility. These present practitioners with a dilemma regarding the relevance of planning in this era. This study examines the pertinence of strategy planning in this agile age and its effect on firms’ business performance. In addition, since the environment in which firms operate play a significant role in determining strategies, when maintaining strategic planning, organizations need to consider internal and external factors that may change the effect of planning on performance. Hence, the study also explores market scanning (an external condition) and fault tolerance climate (an internal condition) under which the relationship planning-performance varies. Based on a quantitative research, data from organizations, and insights from fit-as-moderation approach, a conceptual model and research hypotheses are designed and tested. Common and acceptable analysis methods were employed to test the hypotheses. Initial findings indicate that strategy planning should not be deemphasized in contemporary days since it is associated with better financial (e.g., sales growth) and nonfinancial (e.g., new customer acquirement) outcomes. Additionally, performance consequences of planning are dependent on firm external and internal conditions. While the positive planning-performance relationship is associated with higher levels of market sensing, it is negatively associated with higher levels of fault tolerance. The findings have well-timed theoretical and practical implications for the business and strategy literature. Managers considering the necessity of planning strategies should recognize its relevance and take into account contingencies examined in this research.

Emerging markets are experiencing immense institutional transformations, which present substantial opportunities and challenges for entrepreneurial firms attempting to grow their businesses. The main challenges arise from the fact that emerging markets are less productive, and uncertainty and risk are high due to less transparency. Consequently, dissimilar to their counterparts in developed markets, entrepreneurial firms in developing economies are characterised by limited internationalisation knowledge and process, which are pivotal for developing export marketing strategy effectively.

Mushroom production in Korea is concentrated on five major mushroom types. To create a new source of income for farmers, it is necessary to establish new mushroom production and marketing systems. This study was conducted to evaluate the marketability of and establish a marketing strategy for Pleurotus nebrodensis variety 'Uram'. The evaluation of distributors showed that it was necessary to cultivate mushrooms of uniform shape and size, to compensate for their low storability, and to sell them in small packages. The consumer evaluation showed that the texture of P. nebrodensis had the highest level of satisfaction for quality, but the levels of satisfaction for size and shape were low. In the consumer evaluation, as in the distributor evaluation, improvements in cultivation were found to be necessary, as the storage time is short due to a high moisture content. An evaluation of the market gave the following results regarding the marketing strategy. It was found to be necessary to consider the production of mushrooms of a uniform shape and size and sell them in small packages in the range of 150 to 300 g. The price of the mushrooms should be set using a high-end strategy for high-end sales. The mushrooms should be introduced to local food and eco-friendly stores in the early stages of production. Subsequently, if farmhouse production increases, shipments should be made to wholesale markets through a regular contract. Finally, considering that P. nebrodensis is an unfamiliar mushroom to consumers, it is necessary to promote it by increasing the accessibility of consumers through tasting events and experience groups.

This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers’ brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers’ behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.

From the study of 5 informants using in depth interview, proactive marketing strategy is the key of success women-owned SMEs to struggle in covid-19 pandemic era. Utilize the digital technology is necessary to support effective marketing process.

The purpose of this study is to suggest the characteristics of online shopping malls and find a way to establish a differentiated marketing Strategy for online shopping malls in China. This study investigated the effect on the loyalty by applying the perceived shopping value (Hedonic Value, Utilitarian Value) of consumers in online shopping malls. In addition, In order to grasp the factors affecting consumer loyalty in online shopping malls, the characteristics of online shopping malls are multidimensional, consisting of product characteristics, recommended quality, benefit services, and community services. In order to obtain the purpose of the study, a questionnaire was surveyed for chinese online shopping experience and the research model was verified through empirical analysis method. Statistical analysis program was used together with SPSS 24.0 and AMOSS 24.0. Looking at the results of the analysis, firstly, the recommended quality and benefit service of online shopping malls are positive for the perceived hedonic value of consumers. The product characteristics and community service were found to have no effect on the hedonic shopping value. Secondly, the product characteristics, recommended quality, benefit service, and community service of online shopping malls on the utilitrian value perceived by consumers were positively affected. Thirdly, the perceived hedonic value has a positive effect on loyalty. Finally, it was confirmed that perceived utilitrian value affects loyalty. Based on the results of this study, a differentiated marketing strategy was established for existing chinese online shopping mall operators and potential new operators as well.

Pamperpop is a new online platform based in Indonesia that connects beauty and personal care service providers to the end customers. The business idea was triggered by Zomato, an online platform for restaurant search and discovery service. There are some competitors in the market who provides services alike Pamperpop, but they are all new players who still building their customer base. This condition puts Pamperpop in a fierce competition and forces the company to be innovative in penetrating the market. Considering the nature of this business, there are two markets to be penetrated by the company. First market is the service providers who will become the tenant, and second market is the end customers who will become the user. Pamperpop has done some marketing activities to enter both markets; however the results were far from expectation. The acquisition rate did not meet target from management. Pamperpop really need to revisit their marketing strategy in order to stay competitive in the market. This article describes the analysis on the business issues faced by Pamperpop especially problems in the market penetration. Author identified the root issues by using Porter’s 5 Forces, Business Model Canvas, S-T-P analysis, and Marketing Mix. Authors found that management focus on the product development rather than identifying customer needs when building this business. This created some gaps in the marketing strategy to penetrate the market. The New Wave Marketing framework is chosen to formulate the new marketing strategy since it is suitable for technology and internet based business model that has horizontal communication in nature. The New Wave Marketing approach refines the existing business model to introduce clear positioning and strong differentiation in the market. The solution’s set aims to achieve Low Budget and High Impact marketing techniques with the combination of Above-The-Line and Below-The-Line approach.

Despite the growing interest towards stakeholder marketing, research aimed at understanding how the marketing function may engage with the different company’s stakeholders (beyond the customers) for value creation is still scant. Therefore, new horizons need to be explored in search for research avenues and effective practices that may entrust a concrete role for stakeholders in marketing. Among the strategic assets that may be used to strengthen relationships with both internal and external stakeholders, corporate heritage emerges as potentially one of the most interesting. Indeed, scholars and practitioners have widely acknowledged the strategic value of heritage, a multifacets construct considered as a specific attribute of corporate identity able to connect past, present and future and inspiring solidity and credibility in different audiences. Thus, heritage has become the core of a specific marketing literature stream. However, the possibility of using corporate heritage (at strategic and operational level) to engage different stakeholders seems to have been little explored to date. This study aims at investigating corporate heritage as a vehicle of multi-stakeholder engagement, through an in-depth analysis of 20 long-lived Italian firms that stand out for the wise use of heritage marketing strategies. Specifically, we adopted an inductive approach to uncover the process of heritage marketing followed by the investigated companies. Thus, the study helps to interpret and deepen the role of corporate heritage as a platform for stakeholder engagement, according to an integrated, strategic and multi-stakeholder perspective that has been to a large extent neglected by previous literature; furthermore, it presents an ideal decomposition of the strategic process of heritage marketing in key stages, with a precise indication of the stakeholder engagement opportunities referred to each stage; finally, it presents a categorization of the main tools and activities that companies may use to convey their historical and cultural heritage to the different stakeholders, both in and out of the business domain.

Building on insights from institutional theory and dynamic capabilities, this study investigates the relationships of cross-functional capabilities with export marketing strategy implementation and, ultimately, its influence on export performance. This study utilizes multiple-informant and time-lagged primary data from 218 exporting firms in Nigeria to contribute to an understanding of how export marketing capabilities can be implemented to drive export performance. The results suggest contrasting moderating effects of psychic distance and competitive intensity on the cross-functional capabilities to export marketing strategy implementation relationship. This research contributes to the international business and marketing literature by advancing the knowledge on marketing capabilities and strategy implementation, and highlights managerial implications for international business.

Introduction and Rationale Research interest in the global and strategic marketing field has been stimulated significantly over the past two decades by the increasing globalization of economic systems and accelerating pace of competition worldwide. The establishment and development of global business operations involves international marketing strategy decisions that can bring substantial economic benefits for both national economies and individual companies. A large number of conceptual propositions and empirical works have examined how firms can derive sustainable competitive advantage from their global and strategic marketing activities and cross-border collaborations. The Special Session aims to uncover and debate on some important empirical, methodological, and theoretical research challenges within the broad domain of global marketing and strategy. Further, it sets to highlight emerging trends and concepts in the field to critically evaluate their potential impact on existing theory development and management practice. Emphasis will be placed on comparing contributions from leading international scholars to stimulate research synergy and collaboration. Specifically, the Special Session will provide a strong base for establishing, maintaining, and developing a dialogue among marketing academics who have interests in the global marketing and strategy phenomena. All panel members specialize in the topic and have published extensively in well-recognized academic journals. All contributors hold a highly international profile and are affiliated to different research institutions. The proposed topic cover important and timely issues in global and strategic marketing which are outlined below.

The major paradox in research in marketing: Can the researcher construct models that capture firm heterogeneities and achieve accurate prediction of outcomes for individual cases that also are generalizable across all the cases in the sample? This study presents a way forward for solving the major paradox. The study identifies research advances in theory and analytics that contribute successfully to the primary need to fill to achieve scientific legitimacy: Configurations that include accurate description, explanation, and prediction (i.e., predicting outcomes accurately of cases in samples separate from the samples of cases used to construct models having high fit validity.) The solution here includes philosophical, theoretical, and operational shifts away from variable-based modeling and null hypothesis statistical testing (NHST) to case-based modeling and somewhat precise outcome testing (SPOT). The study here provides examples of research contributing to knowledge and theory that advance prediction and control in business-to-business contexts. Shifting beyond linear model construction and symmetric tests (i.e., multiple regression analysis (MRA) and structural equation modeling (SEM)) and embracing complexity theory and asymmetric tests (i.e., constructing and testing algorithms by “computing with words,” Zadeh, (1996, 2010)) includes taking necessary steps away from examining “net effects” of variables to useful screening modeling of case configurations. Researchers embracing this shift in marketing benefit from recognizing that the current dominant logic of performing null hypothesis testing (NHST via MRA and SEM) is “corrupt research” (Hubbard, 2015) and from recognizing that predicting by algorithms via somewhat precise outcome testing (SPOT) advances business-to-business research toward achieving scientific legitimacy.

The virtual reality market is already creating new added value across the industry and it is expected to change the way we live and work. Currently, virtual reality marketing is actively applied to the game industry and marketing methods are diversifying. Moreover, this marketing it will be widely applied in various fields such as medical care, defense, and entertainment in the future. In this paper, we analyze the marketing strategy of virtual reality industry which is expected to grow in the future combined with existing 4P analysis and 4C analysis.

Consumers who play a key role in the Marketing 3.0 era tend to prefer socially responsible firms to profit-seeking firms. Hence, when creating a vision statement or setting a goal, firms make an effort to project an image of someone who cares for human and societal values. When managing relationships with consumers, many firms actively engage in various societal marketing activities and try to elicit positive responses from consumers. An example of such an activity is cause-related marketing (CRM), “the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives” (as cited in Varadarajan & Menon, 1988, p. 60). CRM positively influences consumers’ attitudes and purchase behavior (Olsen, Pracejus, Brown, 2003; Pracejus & Olsen, 2004; Henderson & Arora, 2010), and has become a strategic tool for increasing firm value and improving financial performance in the long term (Dean, 2004). As a result, investment in CRM in the U.S. is rapidly increasing, with annual average growth of more than 12%. In Korea, CRM came into the spotlight after the mid-1990s. In China, a successful implementation by Nongfu Spring in 2006 attracted more interest and more investment in CRM. As firms worldwide increasingly employ CRM, researchers have become more interested in CRM as well. Most studies focused on finding factors that affect the effectiveness of CRM. However, most studies were conducted in the West, so the strategies or guidelines they offer are not directly applicable in other cultural contexts. A successful implementation of any marketing tool, including CRM, requires understanding its cultural context. Understanding culture is essential for effective marketing, for entering and growing in foreign markets (Steenkamp, 2001; Mueller, 2004). In this paper, we study the effect of CRM, taking into account cultural factors. We focus on Korea and China. We chose these two countries because they are both part of the larger Asian market, yet have different cultural characteristics. Our study thus extends prior research that was mainly conducted in the West. We examined Chinese consumer responses to CRM. CRM is not a common concept in China, but Chinese consumers demand that both national and foreign companies offer socially responsible products and services. Despite the recent slowdown, China is still a market with a big potential, attractive to multinational corporations. Hence, our study carries practical significance. This comparative study may be especially useful to Korean firms, as they show the highest rate of entering the Chinese market. We tackle several issues in this paper. First, we examined the responses of both Korean and Chinese consumers to CRM from a comparative perspective. Second, we analyzed the moderating effect of product type on consumer response to CRM. Product type has been treated—with contradictory results—as an important variable in previous research (Strahilevits & Myers, 1998; Burnett & Lunsford, 1994; Winterich & Barone, 2011). Our study provides more insight into those results, and suggests what the practical implications are for firms in the Korean and/or the Chinese market. Third, we explored the response of Chinese consumers to CRM by regional groups. The Chinese economic reform of the early 1990s allowed for many different lifestyles to emerge in China (Wei, 1997). There are regional differences also in economic, social, and cultural aspects, consumer characteristics, or consumer behavior (Schmitt, 1997; Cui & Liu, 2000; Sun & Wu, 2004). Rather than treating China as one single market, segmenting markets becomes a prerequisite for effective marketing in China. Building on results and insights from previous research and taking account of differential consumer responses, we found that there are regional differences in how Chinese consumers react to CRM.

In recent years, the young people who born in the 1980s and 1990s have been married, the number of young married couples who are open-minded is generally rising. Tourism has gradually been accepted as a new method to celebrate the wedding. So honeymoon tourism is so popular in the tourism market, and it has become a new tourism product in order to meet the newly married couples’ travel requirement. According to the study of the development of domestic and overseas honeymoon tourism market and the theory of consumer behavior and psychology, this paper has analyzed the factors influencing consumers’ honeymoon travel behavior. Shanghai, as one of the biggest international city in China, the number of honeymoon travel consumers is huge. So, by using the questionnaire, this paper also statistically analyzes and contrasts the characteristics of consumer behavior between Shanghai and other domestic active honeymoon tourism cities and researches the influential factors of honeymoon tourism. Finally through the results of this study, this paper provides a reasonable and effective marketing strategy about the development of Shanghai honeymoon tourism market, hoping to explore more potential customers for the enterprises, developing more new honeymoon tourism products, improving this tourism market system, and promoting the development of honeymoon tourism market.

This paper presents the case study of the Tuscan growers pasta, an example of linkage between people, territory, environment and food. The use of new technologies for agronomic management, cultivation protocols, and a food supply chain agreement guarantee high quality, traceability and sustainability from field to package, representing an innovative marketing strategy.