jrge
Abstract - Bridging the Gap between Citizens and their Municipalities throughout Digitalization
|
|
Abstract: Digital transformation offers a wide range of opportunities for political representatives to reshape the way they interact with the public. Local governments have shown great creativity in the way they use information and communication technologies (ICT) to communicate with local citizens. Keywords: Accountability, Financial Literacy, Citizens, Municipalities, Research-action methodology, Information and Communication Technologies (ICT). |
Abstract - Determinants of Innovation in Digital Marketing
|
|
Abstract: Digital marketing is a relatively derived concept of marketing communication, initially dubbed internet marketing, defining itself as a communication tool. While marketing is a central management process for all the activities of a business, consumer behavior in a digital environment presents changes that organizations marketing activities must respond to through relevant alterations of business models. Digital marketing (content marketing, blog, banners, video, social media, lead generation, eBooks, and other materials) is a global marketing communication platform used by organizations to communicate their products and services, resulting in their commercialization. The global digital economy grows rapidly. Such an outstanding growth challenges the relevance of existing practices in digital marketing. Essentially, the globalization of markets and competitiveness between organizations requires the implementation of new communication actions. This journal article identifies determinants of innovation in digital marketing, clarifying advantages and disadvantages of technology and the main contributions and their implications, identifying paths and themes for future research. Keywords: Marketing, digital marketing, social media, future of digital marketing. |
Abstract - Predicting High-Value Customers in a Portuguese Wine Company
|
|
Abstract: Wine companies operate in a very competitive environment in which they must provide better-customised services and products to survive and gain advantage. The high customer turnover rate is a problem for these companies. This work aims to provide wine companies with new knowledge about customers that help to retain the existing ones. The study applies a collected dataset from a transaction database in a medium-sized Portuguese wine company to determinate: (1) customer lifetime value; (2) cluster customer value as output (customer loyalty). The measurement of the customer lifetime value (CLV) was analysed using the Pareto/NBD model and gamma-gamma model. Clustering techniques are employed to segment customers according to Recency, Frequency, and Monetary (RFM) values. Study findings show that exists three clusters with different interest to the marketing strategies, identifying the high-value customers, to target using marketing to increase their lifetime value effectively. The implications for the marketing strategy decisions is that using techniques based on the RFM model can make the most from data of customers and transactions databases and thus create sustainable advantages. Keywords: Customer lifetime value, clustering, wine marketing, RFM model. |
Abstract - An Integrative Literature Review on Leadership Models for Innovative Organizations
|
|
Abstract: The main goal of this research is to analyze the type of leadership that can be more effective for innovative organizations. In this case, the research question can have an important meaning for organizations because innovation is a significant issue for the competitiveness of organizations; innovation has many constraints and most often fail because of the type of the leaders. In this context, the research question is, "Which are the most effective leadership styles for innovative organizations?" The methodology used was qualitative based on an integrative literature review, and the results show that paternalistic, authentic, and democratic leaders are the most effective in the support the implementation of innovative processes in organizations. Keywords: Leadership, Leadership Models, Leadership Styles, Innovative Organizations, Integrative Literature Review, Qualitative methods. |
