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Entrepreneurship in marketing: Socializing partners for brand governance in EM firms
کارآفرینی در بازاریابی: معاشرت شرکای حاکمیت برند در شرکت های EM-2020 We present case studies of opportunity exploration and exploitation in two small, established Entrepreneurial Marketing firms who actively build online and offline partnerships with a range of stakeholders. We use ef- fectuation principles to explore the use of the relational norms of trust, selection, solidarity, information ex- change and flexibility within the firms, considering these as mechanisms used by the organization to socialise their partners. We examine the way firms vary their emphasis on trust, selection, solidarity and information exchange in line with the nature and importance of the partnership, and how each contributes to opportunity exploration. We also examine how flexibility enables the exploitation of opportunities validated as having po- tential. Finally, we present a theoretical framework based on our results along with propositions for future research. Contributions are made to entrepreneurial marketing, effectuation, and brand governance literatures. Keywords: Entrepreneurial marketing | Socialization | Effectuation Relational norms | Brand governance | SMEs |
مقاله انگلیسی |
2 |
Entrepreneurship in marketing: Socializing partners for brand governance in EM firms
کارآفرینی در بازاریابی: اجتماعی کردن شرکای حاکمیت برند در شرکتهای EM-2019 We present case studies of opportunity exploration and exploitation in two small, established Entrepreneurial
Marketing firms who actively build online and offline partnerships with a range of stakeholders. We use effectuation
principles to explore the use of the relational norms of trust, selection, solidarity, information exchange
and flexibility within the firms, considering these as mechanisms used by the organization to socialise
their partners. We examine the way firms vary their emphasis on trust, selection, solidarity and information
exchange in line with the nature and importance of the partnership, and how each contributes to opportunity
exploration. We also examine how flexibility enables the exploitation of opportunities validated as having potential.
Finally, we present a theoretical framework based on our results along with propositions for future
research. Contributions are made to entrepreneurial marketing, effectuation, and brand governance literatures. Keywords: Entrepreneurial marketing | Socialization | Effectuation | Relational norms | Brand governance | SMEs |
مقاله انگلیسی |
3 |
Reciprocal effect of tourist destinations on the strength of national tourism brands
اثر متقابل مقصد توریستی بر قدرت مارک های گردشگری ملی-2017 The assignment of a brand to a product affects consumers perceptions not only about the product, but
also about the brand itself. The reciprocal effect of the product on its brand can be either positive or
negative. Extending the concept of reciprocal effect to a new context, this study analyzed how con
sumers perceptions about tourist destinations can affect the national tourism brand. An experiment
showed that destinations leading to attitudes that are more positive than the average can strengthen the
national tourism brand, while destinations leading to attitudes below the average can weaken it. Brand
dilution can happen even when the outcome is effective from the destinations perspective. Because of
the reciprocal effect, the determination of public policies in the destination level is usually inefficient
from the countrys perspective. These results reinforce the need for national brand governance.
Keywords: Tourism marketing | Country brand | Tourism brand | Reciprocal effect |
مقاله انگلیسی |