Innovative companies after the first and second waves of the COVID-19 pandemic are undergoing significant changes: from new trends in the markets to the growth of remote work in the digital environment. At any stage of development, innovative companies need an adaptive marketing approach to the implementation of the planned strategy. Marketing solutions to the problems of a volatile, uncertain, complex and ambiguous environment (VUCA) in 2023 can rightfully be considered an emergency aid to innovative transformations in emerging markets. The triad “market orientation – innovation – performance” chain has been extended to various innovation types– from technological and product innovation to innovation orientation and capability. Moreover, the market orientation research agenda has, during last 10 years, highlighted customer orientation as a key component of market orientation that drives innovative activities.

A new type of food created in laboratories – lab grown meat (LGM) is an alternative to traditional animal farming and attracting attention of media, industry experts and consumers. Why is this new product so controversial? It is claimed that cell-based meat production is more environmentally friendly, ethical and sustainable than traditional methods that involve animals. Hence, being less harmful and potentially slowing down environmental degradation that leads to climate change. However, consumers have concerns regarding product quality, sourcing of cells used for production and use of growth serums. So many differing views are present, even before LGM is introduced as a marketable product. This paper examines what drives public discourse regarding how this new industry can be regulated, technology and how social media posts, fake news and publicly available rhetoric address consumer concerns and consumer acceptance regarding this new food category.

포스트 코로나 시대 전통적 정형화된 업무는 지능화된 기계와 온라인 플랫폼 등 디지털 기술에 의해 대체되고, 디지털 전환 기술과 고숙련 근로자 및 비정형 업무 간 강한 상호 보완관계를 바탕으로 고용 없는 경기회복이 전개될 가능성이 크다. 특히, 우리나라 산업 내 직무 구성을 살펴보면, 반복업무 지수가 지속적으로 상승하는 추세다. 이는 포스트 코로나 시대 디지털 전환의 가속화에 따른 노동시장에 대한 부작용 및 파급효과가 우리나라 경제체제 내 고착화될 가능성이 큼을 시사한다. 이러한 배경 하, 본 연구에서는 우리 경제사회 시스템의 구조적 변화를 일으킬 디지털 전환의 내재적 속성에 대한 심층적 이해를 바탕으로, 잠재적 위기 극복 및 문제해결을 위한 개념적 틀을 제공하고자 한다. 특히, 포스트 코로나 시대 디지털 기술발전과 학습 간 상호작용에 주목하여, 혁신체제의 구조적 전환을 통한 새로운 균형점으로의 이행을 위한 혁신정책의 역할을 재정립하고자 한다. 이와 함께, 포스트 코로나 시대 우리나라 혁신체제가 미래 환경 변화에 능동적으로 대응할 수 있는 적절한 제도적 요소들로 구성되어 있는지 살펴보고, 포스트 코로나 시대 디지털 전환이라는 기술변화 흐름에 능동적으로 대응할 수 있는 미래지향적 혁신정책 수립 방향을 제시하고자 한다.

Markets are complex ecosystems consisting of various interconnected actors, in which resources are integrated to co-create value. Said value co-creation within markets can be enhanced by creating higher resource density, hence shaping the market. However, market shaping research predominantly focuses on the activities of market shapers, rather than the equally important roles of other market actors within the ecosystem. While market shapers are instrumental in the process of shaping, this narrow focus fails to consider how all market actors inevitably are influenced or influence the market ecosystem. All market actors exert effort in the value co-creation process, including the process of market shaping. This study therefore explores effort in a market shaping context and examines the effects of effort reduction as a mechanism to facilitate market shaping as it leads to enhanced value creation. This is a conceptual study that uses theory adaptation approach to link the concept of value co-creation, market shaping, and effort. This study offers a conceptual framework and five propositions outlining the role of effort reduction in the value co-creation process with flow on effects to market shaping. The developed conceptual framework indicates how market shapers can enhance resource density and increase value creation by reducing the effort required of other market actors in the value co-creation process. This research offers effort reduction in the value co-creation process as a viable market shaping tactic and extends the focus beyond the focal market shaper to consider the broader context with numerous market actors within it.

Drawing on the Stereotype Content Model, we examine how CSR impacts brand stereotypes and, in turn, drives consumers’ behavioral intentions towards the stereotyped brand. We do so in the context of (a) varying combinations of brands’ warmth and competence and (b) varying types of CSR activities (i.e. environmental and social).

미래 직업 종사자들의 세대 추세는 자신들의 경력개발 초기 단계에 있어 사전적인 대책을 강구해야 하는 사람으로 점점 늘어 갈 것이다. 집단, 혹은 단체의 인적자원관리(HRM)를 적용 하기 전에 자신의 경력개발 형성을 위한 사전 단계들을 미리 예측하고 개 개인의 특성을 보다 잘 이해야 할 필요도 있다. 따라서 현재의 연구는 미래의 핵심 직업 종사자들의 중재로 내적통제소재 (Internal Locus of Control) 가 능동적인 직업 행동 (Proactive Career Behaviors) 들을 실현 할 것 이라고 가설 하고 있다 (N=238). 결과를 종합해 보자면 미래의 직업세계에는 자신들의 대한 분명한 표현과 미래 직업의 적극적인 소유욕을 유도하는 동기부여들을 활용해야 한다고 시사하고 있다.

Immersive Virtual Environment Technology (IVET) has emerged as a relevant technology in the marketing environment, with increased use in the retail context (O’Brien, 2016). As its use increases, there is a need to better understand its impact on consumer behavior and the experience that it delivers. Therefore, this study proposes a research model that captures the key constructs in understanding consumer acceptance behavior of the innovative technology used in marketing and how it impacts the brand experience. The objective of this study is to examine 1) antecedents (i.e., message fit and personal innovativeness) that may impact user’s attitude toward the IVET advertisement and self-image congruence, and 2) the transfer of positive or negative IVET advertisement attitude to behavioral intention. Survey was distributed at a large Southern university in USA. Out of 213 survey completed, 143 was usable. Hypotheses were tested using the structural equation model (SEM) analysis with maximum likelihood method (AMOS 23). The results showed that message fit had no significant impact on ad attitude and self-image congruence. Personal innovativeness had positive impact on ad attitude, but not on self-image congruence. Ad attitude had no effect on self-image congruence while having significant positive impact on offline store and online store visit intentions. Lastly, self-image congruence influences both offline and online store visit intentions. The results demonstrate that evaluation of the virtual world brand experience (i.e., attitude toward the IVET advertisement) is a strong predictor of user behavior toward the brand. A consumer’s interactions with a brand in the virtual environment may provide important information about the consumer’s desire to develop a relationship with the brand in other marketing channels, and serves as an opportunity for the marketer to assist in the buying process. Further, personal characteristic such as personal innovativeness may have a significant impact on a their attitude toward the IVET marketing which further leads to consumer’s decision to visit the online and offline store. In addition, self-image congruence were found to positively affect user’s intention to visit the stores, such that consumers who perceive their brand experience as more consistent with their self-image are more likely to consider purchasing the brand in the real world. The results suggest that some consumers may tend to behave in ways that are congruent with their self-identity across marketing channels.

Immersive Virtual Environment Technology (IVET) has emerged as a relevant technology in the marketing environment, with increased use in the retail context (O’Brien, 2016). As its use increases, there is a need to better understand its impact on consumer behavior and the experience that it delivers. Therefore, this study proposes a research model that captures the key constructs in understanding consumer acceptance behavior of the innovative technology used in marketing and how it impacts the brand experience. The objective of this study is to examine 1) antecedents (i.e., message fit and personal innovativeness) that may impact user’s attitude toward the IVET advertisement and self-image congruence, and 2) the transfer of positive or negative IVET advertisement attitude to behavioral intention. Survey was distributed at a large Southern university in USA. Out of 213 survey completed, 143 was usable. Hypotheses were tested using the structural equation model (SEM) analysis with maximum likelihood method (AMOS 23). The results showed that message fit had no significant impact on ad attitude and self-image congruence. Personal innovativeness had positive impact on ad attitude, but not on self-image congruence. Ad attitude had no effect on self-image congruence while having significant positive impact on offline store and online store visit intentions. Lastly, self-image congruence influences both offline and online store visit intentions. The results demonstrate that evaluation of the virtual world brand experience (i.e., attitude toward the IVET advertisement) is a strong predictor of user behavior toward the brand. A consumer’s interactions with a brand in the virtual environment may provide important information about the consumer’s desire to develop a relationship with the brand in other marketing channels, and serves as an opportunity for the marketer to assist in the buying process. Further, personal characteristic such as personal innovativeness may have a significant impact on a their attitude toward the IVET marketing which further leads to consumer’s decision to visit the online and offline store. In addition, self- image congruence were found to positively affect user’s intention to visit the stores, such that consumers who perceive their brand experience as more consistent with their self-image are more likely to consider purchasing the brand in the real world. The results suggest that some consumers may tend to behave in ways that are congruent with their self-identity across marketing channels.

Incremental sheet forming (ISF) is a highly versatile and flexible process for rapid manufacturing of complex sheet metal parts. Compared to conventional sheet forming processes, ISF is of a clear advantage in manufacturing small batch or customized parts. ISF needs die-less machine alone, while conventional sheet forming requires highly expensive facilities like dies, molds, and presses. This equipment takes long time to get preparation for manufacturing. However, ISF does not need the full facilities nor much cost and time. Because of the facts, ISF is continuously being used for small batch or prototyping manufacturing in current industries.However, spring-back induced in the process of incremental forming becomes a critical drawback on precision manufacturing. Since sheet metal, being a raw material for ISF, has property to resilience, spring-back would come in the case.It is the research objective to investigate how geometrical shaping parameters make effect on shape dimensional errors. In order to analyze the spring-back occurred in the process, this study experimented on Al 1015 material in the ISF. The statistical tool employed experimental design with factors. The table of orthogonal arrays of L8 (27) are used to design the experiments and ANOVA method are employed to statistically analyze the collected data. The results of the analysis from this study shows that the type of shape and the slope of bottom are the significant, whereas the shape size, the shape height, and the side angle are not significant factors on dimensional errors. More error incurred on the pyramid than on the circular type in the experiments. The sloped bottom showed higher errors than the flat one.

This paper establishes the link between the “World of Barbie” and its influence in shaping the mindset of young, educated, urban Indian girls born post 1985 to belong to an albeit Transnational Imagined Community. Barbie, launched in India in 1985 by Mattel Toys India Ltd, quickly captured the mind, hearts and lives of young girls in the age 4-8years. Girls in the urban affluent Indian households became addicted to this “World of Barbie” and have enthusiastically imbibed the Barbie culture. Barbie, as Macdougall (2003) calls is a “Transnational Commodity”, has changed the way young Indian girls think of themselves belonging to a “Transnational Imagined Community”’ – be it the type of outfit they wear, how they converse with their peers, the way they define ‘glamour’ or ‘well-turned out’, or their aspired future state. The authors conducted a research amongst English speaking educated urban Indian affluent girls born between 1985 and 1998 who have internalized the “World of Barbie” which includes fashion accessories, bath sets, kitchen accessories etc. and enquired into how young girls think beyond their immediate environment , so as to delve deeper into the seminal work of Anderson(1983) on “Imagined Communities”. The present paper adopts the mix method research approach. Study 1 (Depth Interview) uses the deep understanding principle of case study research. Case study research is knowledge of “sense-making” processes created by individuals for a given stimuli (Woodside, 2010). Theory is built using case study research (CSR). “CSR method is an inquiry that focuses on describing, understanding, predicting, and/or controlling the individual” (Woodside (2010). Using CSR approach, Study 2 (focus group discussion) with Control group (girls not played with Barbie) and Research group (played with Barbie) was conducted. The authors used interpretive phenomenological analysis to infer the transcripts to understand the influence of “World of Barbie” on Transnational Imagined Community. Interpretative phenomenological analysis (IPA) explores in detail how participants are making sense of their personal and social world; the inferences were given conceptual code as following factors viz.,i) Past memories with Barbie, ii) Possession Attachment iii) Personal Internalization, iv) Behavioral Manifestation v) Global Imagined Community. The study 3 was fixed point (Likert type) survey analysis. The questionnaire consisted of 35 questions covering above mentioned factors. The final survey was conducted with sample size of N= 315. Structural equation modeling was used to derive the results. To conclude, ‘home country culture’ into which the respondent is born is seen to be malleable if internalization of certain alien culturalartifacts are positively imbibed into early childhood. The process of internalization of this new culture should be embedded in early childhood memories to bring about this cultural transformation in adulthood. This process of reculturation in the young urban Indian girls has been facilitated through the ‘World of Barbie’ helping their mindset to migrate into a distinctly different global culture as defined in the Transnational Imagined Community.

Research Context The term User Generated Content (UGC) refers to a wide range of consumers’ contributions shared through digital and social platforms. These contributions can take the form of blogs, articulated collections of images, homemade videos (or even “homemade advertising” campaigns) and various types of product reviews and product usage demonstrations (Berthon, Pitt, & Campbell, 2008; Fader & Winer, 2012). In a previous study, we reviewed the OECD (2007) official definition of UGC to encompass the evolving and more holistic nature of this phenomenon. We defined UGC as “content in the form of text, sound, visuals or videos, which has been created by or in collaboration with consumers and disseminated through social platforms across various digital and non-digital channels. UGC can be centered on a brand, product or service or revolve around a topic/issue of interest to the consumer. It can be either solicited as part of commercial or non-commercial initiatives or contributed spontaneously by the consumer” (Montecchi & Nobbs, 2012). Marketing managers are now facing a completely different landscape where the more traditional approaches to brand promotion “are giving way to a messy tangle of market-based communications consisting of multiple authors including customers, competitors, observers, employees, and interested collectives” (Muniz Jr. & Schau, 2011). In this context, UGC is a clear representation of how the balance of power and control has shifted from brands to consumers (Sheehan, 2010; Pires, Stanton, & Rita, 2006; Berthon, Pitt, Plangger, & Shapiro, 2012). Amongst the various sectors which have benefited from a constant growth of digital channels and consumers’ online engagement, the luxury industry has shown some astonishing results. After an initial skepticism, major luxury organisations have embraced digital channels from both a distribution and marketing communications perspective, following the success of online pure-players such as Net-A-Porter. With online sales projected to grow steadily, luxury brands need to learn how to engage more effectively with a new generation of hyper-connected customers by re-addressing the balance of power and control they want to manage. Purpose of the Research By building on Smith, Fischer, & Yongjian (2012) framework for the analysis of UGC, this research aims to map the features of brand related UGC across three social media platforms (Facebook, Twitter and YouTube) with a particular focus on the luxury product/market context. Through the analysis of a sample of brand-related digital contributions, a set of customer profiles will be constructed to highlight further targeting opportunities for luxury brands. Three brands operating at global level (Louis Vuitton, Rolex and Burberry) will be selected as the context of this investigation since these generate a significant level of consumers’ discussion and engagement on digital media. Methodology The research design is based on observational netnography and content analysis (Ertimur & Gilly, 2011; Kozinets, 2002). A sample of 100 consumers’ contributions for each brand, published on each of the three selected platforms, will be analysed for a total of 900 pieces of UGC. The framework which will be used for the analysis is derived from the research conducted by Smith, Fischer, & Yongjian (2012). It allows researchers to explore the level of customers’ self-presentation, the centrality of the brand in the content shared, whether there is an attempt to a brand-directed communication and associated responses and whether the content is more factual or emotional. The brand sentiment in each piece of content will also be measured. The results of this analysis will be used to construct a multi-dimensional set of customer profiles by building on the UGC typologies identified. This will provide luxury brands with an effective tool to enhance their market segmentation and targeting capabilities.

YANG, Chul-Joon. 2014. Shifting Agency in Shaping Linguistic Landscape: Evidence from Dar es Salaam, Tanzania. The Sociolinguistic Journal of Korea 22(2), 45-64. This paper addresses the question of agency in shaping linguistic landscape and its manifold social and political implications in changing language ideology, attitudes and situations in post-Ujamaa Tanzania. Based on empirical data collected in Dar es Salaam, Tanzania, this paper attempts to explain shifting agency in shaping linguistic landscape in the context of globalization as well as the spread of English in Tanzania. Agency in shaping linguistic landscape is inseparably interconnected with various social actors'motivations and reflects social changes at large. The domain of human agency behind linguistic landscape (public uses of written language) can be characterized as an epiphenomenon which involves a historical dimension and perspective. The study of linguistic landscape with special reference to agency offers a useful tool for examining various social actors who vie for public space. Agency in linguistic landscape needs to be seen in the wider context of social processes and existing power structures. (150)