Mozilla Firefox - Marketing mix

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Marketing Management Spring 2009 Project team members: Riccardo Bettinelli Gim Chuan Goh Agnieszka Czecior Jakob Marovt Carolina K. Ruggiero

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Paper presented at the Creativity & Cognition conference in Washington, DC, on 14-16 June 2007. For more information (including the full paper), see http://snurb.info/node/720. This paper outlines the concept of produsage as a model of describing today’s emerging user-led content creation environments. Produsage overcomes some of the systemic problems associated with translating industrial-age ideas of content production into an informational-age, social software, Web 2.0 environment. Instead, it offers new ways of understanding the collaborative content creation and development practices found in contemporary informational environments.

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Paper presented at the PerthDAC conference, Perth, Australia, 15-18 September 2007. For more information (including the full paper), see http://snurb.info/node/719. In the emerging social software, ‘Web2.0’ environment, the production of ideas takes place in a collaborative, participatory mode which breaks down the boundaries between producers and consumers and instead enables all participants to be users as much as producers of information and knowledge, or what can be described as produsers. These produsers engage not in a traditional form of content production, but are instead involved in produsage – the collaborative and continuous building and extending of existing content in pursuit of further improvement. This paper examines the overall characteristics of produsers and produsage, and identifies key questions for the produsage model.

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digital medium and global marketing Venkatesh Shankar INTRODUCTION The digital revolution is transforming the business landscape and profoundly influencing marketing in an increasingly global environment. From a demand perspective, the digital medium or the Internet (e.g., World Wide Web, email) has offered firms access to new customers, markets, and business models across the globe. From a supply standpoint, the digital medium has enabled firms to cut costs of marketing and operations by coordinating their value chains around the globe. In this article, we focus on the role of the digital medium or the Internet on the global marketplace and global marketing. The role of digital medium or the Internet in global marketing decisions and the impact of the Internet on firm performance in global markets can be analyzed through an organizing framework (Shankar and Meyer, 2009). This framework addresses the following important questions. How does the Internet affect a firm’s global marketing decisions? What are the direct and indirect effects of the Internet and Internet marketing strategy on firm performance in global markets? Companies use the Internet in the global marketing context in different ways. Firms can use the Internet for gathering information, providing customer support, and improving customer relationships. Some firms use the Internet as a primary information source and information dissemination vehicle to perform global market research and to identify customer segments that span different countries. Others use it as a medium for communicating a brand’s value proposition or position to its target audience across countries. Broadly speaking, companies use the Internet to formulate and implement global marketing mix decisions. Shankar and Meyer’s (2009) organizing framework relating to the Internet, global marketing decisions and firm performance is shown in Figure1. The global/international marketing mix decisions include those on product, brand, price, communication, promo- tion, and distribution channels. The Internet and Internet marketing strategy directly influ- ence both the global marketing mix decisions and the firm’s performance. The Internet and the Internet marketing strategy of a firm also have moderating effects on the impacts of each global marketing mix decision on firm performance. Because firm performance is critical to firms, we focus on the direct and moderating effects of the Internet and Internet marketing strategy on firm performance. In formulating their global digital marketing strategy, firms can compare different countries on dimensions such as infrastructure, geograph- ical distance, language, buyer behavior, buyer demographics, country image, payment systems, and currency using a framework based on two dimensions: global integration and local respon- siveness (Guillen, 2002). Depending on the combination of these dimensions, he recom- mends four global Internet marketing strategies: pure local adap ...

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