This document summarizes a study on the coopetition strategy of Zocha, a joint venture in Garut, Indonesia. The study aims to map Zocha's value network and design a coopetition strategy to create new value co-creation. It involves qualitative research through interviews with five players in Zocha's business processes from September to December 2014. The analysis found that player, added value, tactics, and scope could change in Zocha's value co-creation under the coopetition strategy, while rules would remain the same. The research provides implications for improving Zocha's role as a value co-creator in Garut and as a reference for combining potential SMEs to create greater business
This document analyzes Sony Mobile's integrated marketing communications mix in the UK smartphone market. It finds that competitors Samsung and Apple have advantages over Sony in brand, number of handsets, and market dominance. However, Sony is slowly gaining market share through features like "Remote Play" and "Adventure Proof" technologies. The document recommends that Sony further segment its target audience, expand beyond its focus on professionals aged 25-40, and market handsets individually rather than in bundles to improve sales.
Understanding Gamification of Consumer ExperiencesIan McCarthy
Robson, K.E., Plangger, K.A., Kietzmann, J., McCarthy, I., and Pitt, L.F. (2014) Understanding Gamification of Consumer Experiences, Advances in Consumer Research, 42, 352-356
Recently, organizations have begun to tout ‘gamification’ as an effective method of increasing motivation and engagement of employees, customers, patients, and students, among other stakeholders (Wingfield 2012). Nonetheless, despite projections that such gamification will become a widely adopted phenomenon, estimates are gloomy with respect to the real impact these projects will have on the experiences of ‘players’ (i.e., participants who are supposed to have fun), and on the organizations that would like to use gamification to improve the players’ behavior in their favor (Burke 2011). Gamification is difficult, and fraught with problems that can lead to strategic and resource-based problems for the firm. In this article, we present an experience framework in order to show the effect of gamification on consumers’ experiences that is illustrated through four extended examples. We conclude this article with a few implications for future research into, as well as practical application for the successful gamification of consumer experiences. But first, we discuss what gamification is and what it is not.
This document is a master's thesis that examines the use of gamification in businesses. It begins with a literature review that defines gamification and outlines its history. Gamification uses game mechanics to motivate and engage users for non-entertainment purposes. While initially used in marketing, gamification is now applied internally in companies to improve processes and employee engagement. The author conducted interviews with professionals from different companies exposed to gamified systems. The thesis will analyze the results and provide recommendations for effective gamification implementation.
White paper employee engagement img zineKelly Verdonk
06
KellyNo ResponsePermalink
White paper: How a mobile first strategy can increase employee engagement
In this white paper imgZine analyzed two of its internal enterprise apps to determine the engagement level of employees. It shows that engaging internal enterprise apps can help enterprises achieve their desired business outcomes.
Today, engaged employees are more important than ever. They understand what it takes for a company to be successful and want to be involved in the organization’s everyday affairs. While internal enterprise apps offer a great opportunity to promote productivity and engagement, only a small number of companies have started to leverage their benefits.
Download the white paper here: http://imgzine.com/how-a-mobile-first-strategy-can-increase-employee-engagement/
Is it all a game? Understanding the principles of gamificationIan McCarthy
There is growing interest in how gamification–—defined as the application of game design principles in non-gaming contexts–—can be used in business. However, academic research and management practice have paid little attention to the challenges of how best to design, implement, manage, and optimize gamification strategies. To advance understanding of gamification, this article defines what it is and explains how it prompts managers to think about business practice in new and innovative ways. Drawing upon the game design literature, we present a framework of three gamification principles –— mechanics, dynamics, and emotions (MDE) –— to explain how gamified experiences can be created. We then provide an extended illustration of gamification and conclude with ideas for future research and application opportunities.
How structural collaboration leads to value propositions in the financial sectorInSites Consulting
In the (post-)crisis era, challenging the status quo through innovation will be critical to restore profitability in the financial sector. The commoditisation of products within the industry is making it very difficult to compete on price. Moreover, a whole array of non-banking entities is entering the market to close the gap between the offerings of banks and the needs of customers. Suddenly, banks face competition from telcos, supermarkets, tech firms and innovative start-ups, all experienced in building online relationships and developing and marketing transparent products.
In this paper we explain how financial institutions can install structural collaboration trajectories with key stakeholders (consumers, employees, management) in order to develop true value propositions consumers are willing to pay for.
Gamification can be applied in three phases of research: data collection, analysis/interpretation, and reporting results. The document discusses applying gamification during data collection in online qualitative research. It describes four levels where gamification can be used - from question to community level - to increase engagement, participation, and data quality. While gamification has been used in quantitative research, a comprehensive approach for qualitative research is lacking.
This document summarizes a study on the coopetition strategy of Zocha, a joint venture in Garut, Indonesia. The study aims to map Zocha's value network and design a coopetition strategy to create new value co-creation. It involves qualitative research through interviews with five players in Zocha's business processes from September to December 2014. The analysis found that player, added value, tactics, and scope could change in Zocha's value co-creation under the coopetition strategy, while rules would remain the same. The research provides implications for improving Zocha's role as a value co-creator in Garut and as a reference for combining potential SMEs to create greater business
This document analyzes Sony Mobile's integrated marketing communications mix in the UK smartphone market. It finds that competitors Samsung and Apple have advantages over Sony in brand, number of handsets, and market dominance. However, Sony is slowly gaining market share through features like "Remote Play" and "Adventure Proof" technologies. The document recommends that Sony further segment its target audience, expand beyond its focus on professionals aged 25-40, and market handsets individually rather than in bundles to improve sales.
Understanding Gamification of Consumer ExperiencesIan McCarthy
Robson, K.E., Plangger, K.A., Kietzmann, J., McCarthy, I., and Pitt, L.F. (2014) Understanding Gamification of Consumer Experiences, Advances in Consumer Research, 42, 352-356
Recently, organizations have begun to tout ‘gamification’ as an effective method of increasing motivation and engagement of employees, customers, patients, and students, among other stakeholders (Wingfield 2012). Nonetheless, despite projections that such gamification will become a widely adopted phenomenon, estimates are gloomy with respect to the real impact these projects will have on the experiences of ‘players’ (i.e., participants who are supposed to have fun), and on the organizations that would like to use gamification to improve the players’ behavior in their favor (Burke 2011). Gamification is difficult, and fraught with problems that can lead to strategic and resource-based problems for the firm. In this article, we present an experience framework in order to show the effect of gamification on consumers’ experiences that is illustrated through four extended examples. We conclude this article with a few implications for future research into, as well as practical application for the successful gamification of consumer experiences. But first, we discuss what gamification is and what it is not.
This document is a master's thesis that examines the use of gamification in businesses. It begins with a literature review that defines gamification and outlines its history. Gamification uses game mechanics to motivate and engage users for non-entertainment purposes. While initially used in marketing, gamification is now applied internally in companies to improve processes and employee engagement. The author conducted interviews with professionals from different companies exposed to gamified systems. The thesis will analyze the results and provide recommendations for effective gamification implementation.
White paper employee engagement img zineKelly Verdonk
06
KellyNo ResponsePermalink
White paper: How a mobile first strategy can increase employee engagement
In this white paper imgZine analyzed two of its internal enterprise apps to determine the engagement level of employees. It shows that engaging internal enterprise apps can help enterprises achieve their desired business outcomes.
Today, engaged employees are more important than ever. They understand what it takes for a company to be successful and want to be involved in the organization’s everyday affairs. While internal enterprise apps offer a great opportunity to promote productivity and engagement, only a small number of companies have started to leverage their benefits.
Download the white paper here: http://imgzine.com/how-a-mobile-first-strategy-can-increase-employee-engagement/
Is it all a game? Understanding the principles of gamificationIan McCarthy
There is growing interest in how gamification–—defined as the application of game design principles in non-gaming contexts–—can be used in business. However, academic research and management practice have paid little attention to the challenges of how best to design, implement, manage, and optimize gamification strategies. To advance understanding of gamification, this article defines what it is and explains how it prompts managers to think about business practice in new and innovative ways. Drawing upon the game design literature, we present a framework of three gamification principles –— mechanics, dynamics, and emotions (MDE) –— to explain how gamified experiences can be created. We then provide an extended illustration of gamification and conclude with ideas for future research and application opportunities.
How structural collaboration leads to value propositions in the financial sectorInSites Consulting
In the (post-)crisis era, challenging the status quo through innovation will be critical to restore profitability in the financial sector. The commoditisation of products within the industry is making it very difficult to compete on price. Moreover, a whole array of non-banking entities is entering the market to close the gap between the offerings of banks and the needs of customers. Suddenly, banks face competition from telcos, supermarkets, tech firms and innovative start-ups, all experienced in building online relationships and developing and marketing transparent products.
In this paper we explain how financial institutions can install structural collaboration trajectories with key stakeholders (consumers, employees, management) in order to develop true value propositions consumers are willing to pay for.
Gamification can be applied in three phases of research: data collection, analysis/interpretation, and reporting results. The document discusses applying gamification during data collection in online qualitative research. It describes four levels where gamification can be used - from question to community level - to increase engagement, participation, and data quality. While gamification has been used in quantitative research, a comprehensive approach for qualitative research is lacking.
Gamification involves using game design elements in non-game contexts to motivate behavior change. The document discusses the growth of the gamification market and provides examples of how Coca-Cola and Siemens have successfully used gamification. While gamification can be effective, the document cautions that poor game design is a common reason why gamification initiatives fail to meet business objectives. It emphasizes identifying business problems and designing effective game elements and mechanics to drive desired behaviors.
Question 1 quCompanies with reputations as good places to work TatianaMajor22
Question 1 : quCompanies with reputations as good places to work have generated superior financial performance." Explain your answer using informed sources?
Companies with reputations as good places to work such as Adobe, Google, LinkedIn, Facebook, and so on have generated superior financial performance because these companies incorporate organizational behavior principles, which are studies that investigates the impact of individuals, groups, and structure have on behavior within organizations for the purpose of applying such knowledge toward improving an organization’s effectiveness into their workplaces. By doing that these companies have been able to yield many important organizational outcomes, that could affect them. Also, these companies with reputations of good places to work at have incorporated the importance of using interpersonal skills within the workplace. By them incorporating interpersonal skills it has helped built a strong association between the quality of workplace relationships and job satisfaction.
Not only does it have a strong association between the quality or workplace relationships and job satisfaction, but it helps when it comes to stress and turnover rates. Incorporating interpersonal skills has resulted in a lower turnover of quality employees and higher quality applications for recruitment. Furthermore, by increasing the OB principles in an organization and incorporating interpersonal skills, it can help foster social responsibility awareness. Which is good for that company or organization because it incorporates social entrepreneurship education into that company to train future leaders in addressing social issues within their organizations.
Robbins, S. P., & Judge, T. A. (2018). Organizational Behavior (18th Edition). Pearson Education (US). https://monroecollege.vitalsource.com/books/9780134729749
Question #2 Regarding the use of technology, how is customer and competitor behavior monitored and measured? Explain your answer using scholarly sources and citations within the text.
Technology is used by big companies such as Google and Facebook, who rely on advertising income for their revenue, which is why they need technology to predict user behavior. Similarly, to Google and Facebook companies like Netflix and Uber use technology to predict when and where customers may want to use their service. Although Netflix and Uber may reply on user subscriptions for revenue, they mostly use technology to track user behavior to provide them with what is best suited for that specific user. An example of how companies use technology to monitor, and measure would be Kroger a U.S grocery store electronically collects information from 55 million customers who have loyalty cards and sells that data to vendors. When we think of companies using technology, we think about big companies or companies who it would benefit the most but according to our textbook insurance firms also use technology for their benefit too. In the t ...
From Hype to Reality: AI in Market Research Tom De Ruyck
Galvin is an AI assistant that can help companies better utilize consumer insights by providing marketers easy access to all consumer research data [SENTENCE 1]. Galvin allows companies to have direct access to consumer insights and gives marketers the right insights anywhere, anytime to help address the challenge of properly activating insights [SENTENCE 2]. Galvin can impersonate consumer personas to allow employees to have simulated chats with consumers to better understand them or can provide daily inspiration to help create a consumer-connected mindset [SENTENCE 3].
This document is a term paper on gamification as a customer engagement tool. It begins with an introduction that defines gamification and discusses its use in education and employee training to increase motivation and engagement. It then provides several definitions of gamification from various sources. The objectives of gamification are discussed, including setting SMART goals. Companies that use gamification like Starbucks and Nike are mentioned. Reasons for interest in gamification include tapping into basic human needs for competition, status, achievement and self-expression. The document continues with in-depth discussions of game mechanics, uses of gamification in the workplace and project management, advantages and disadvantages, examples, and conclusions.
2011 Social Buzz Awards - Observations From The Judging ProcessBlonde
What forecasts can we make about the near future of social media marketing based on reading and judging the hundreds of entries to the 2011 Social Buzz Awards? And what tips can be offered to the writers of future papers? One judge's personal view. Non-confidential content in advance of results being announced on December 1st 2011.
This research article examines the impact of gamification and reputation on repurchase intention in e-commerce. It proposes a theoretical model indicating that trust, ease of use, usefulness, reputation, and gamification positively influence intention to use e-commerce platforms and repurchase intention. An empirical study was conducted using a survey to collect data, which was then analyzed using SEM/PLS methods. The results supported the model, showing that gamified e-commerce websites positively influence usage and repurchase intention. The study contributes a model of the determinants of repurchase intention in gamified e-commerce and indicates that a multi-theory approach explains 57% of online customer repurchase intention.
Gamification uses principles of game design and behavioral psychology to encourage engagement with products and services. It has been widely adopted across many industries, including fitness tracking and ride-sharing. The financial industry has been slower to adopt gamification due to its serious nature, but research shows it can be effective there too by supplementing solemnity with lighter engagement elements. Implementation involves measuring customer behavior and creating challenges that reward accomplishments with feelings of achievement through dopamine release, keeping customers engaged in feedback loops. While concerns exist around using addiction science to drive engagement, gamification continues to spread rapidly.
My IPA Diploma thesis. This piece examines a new operating system for a modern communications agency, a system which fuses old hierarchical models so familiar to us with newer models and systems borrowed from software companies and technology startups.
I believe not in an answer which promotes one over the other, but one which adopts a mix of the two.
This document provides an overview of key trends that will impact business and marketing in 2019, with a focus on accountability and meaningful impact. It discusses how Gen Z will transform the workforce as they enter the job market expecting seamless technology and immediate feedback. It also examines the need for integrated marketing technology and data ecosystems to provide a holistic view of customers and measure ROI across channels. The trends covered provide insights for how organizations can innovate effectively in the new era of accountability.
16 Enterprise Social Networking Predictions for 2013tibbr
Enterprise social networking predictions for 2013 include:
1) A focus on driving behavioral change and adoption through integration with core business processes and data-driven insights.
2) Using social data internally for real-time optimization and management in addition to external monitoring.
3) Establishing social media strategies and capabilities to support key business functions through listening, engaging, and driving outcomes.
1. Apple primarily uses a "pull" strategy by focusing on innovation and creating demand for its products, while Cadbury relies more on a "push" strategy through advertising to generate trials.
2. Technology and new product development are central to Apple's strategy, while taste and brand experience are priorities for Cadbury.
3. Apple targets early adopters and premium customers, whereas Cadbury aims for mass market appeal through affordable prices.
The document discusses the need for a fundamental rethinking of business theory and strategies in light of sustainable development. It argues that making money can no longer be the sole focus of businesses and that they must consider their ecological and societal impacts. The authors question if conventional views of value creation and growth are blind to greener, more socially responsible approaches. They also raise whether public policy needs to better regulate businesses to align with societal needs. Six academic articles supporting a shift in perspectives on business management and strategy are referenced.
The document discusses findings from an IBM study on how CEOs are increasingly seeking to involve customers in business decisions and strategies. Key points include:
- The study found that CEOs want customers to have a greater influence on how companies operate and make business decisions. Some companies are establishing customer advisory boards to get direct input on strategic issues.
- CEOs recognize the intersection of the digital and physical worlds and are looking to bring these together to drive new innovation through technologies like smart devices.
- All members of the C-suite want to better manage the customer experience and are turning to digital channels and data analytics to understand individual customers and design engagement systems around their needs.
- For a company to become "
The document discusses trends in social computing adoption by organizations. It finds that:
1) Companies are increasingly using social tools both internally for employee collaboration and externally to engage customers, with goals like building brand advocacy, innovation, and customer service.
2) While marketing was initially the main focus, organizations now use social media for recruitment, product development, and brand management.
3) Adoption of social technologies is widespread across industries and includes objectives from driving innovation to improving customer service.
4) Internally, social tools enhance employee communication and knowledge sharing, while external uses include engaging customers through social media channels.
Dette notat samler op på en række analyser og anbefalinger omkring begrebet Social Business. Formålet er at give et hurtigt overblik over, hvordan anerkendte konsulenthuse m.fl. ser på betydning og brug af Social
Business.
Notatet er primært en sammenstykning af diverse uddrag og figurer uden en egentlig sammenbindende tekst.
How structural collaboration leads to value propositions in the financial sectorTom De Ruyck
Structural collaboration involves integrating customer input and feedback into every phase of a company's decision-making process on an ongoing basis. This allows customers to provide insights, help develop new ideas and concepts, and ensure proper implementation by verifying company interpretations are correct. Only 3% of companies currently develop new products and services through this level of customer involvement. The key benefits are creating better products and service, increased agility to adapt quickly, adding "consumer feeling" to strategic decisions, and improving marketing and public relations. Successful structural collaboration requires establishing the right objectives, processes, and cultural mindset.
This document summarizes an article from the International Journal of Management about adopting a futuristic approach to business. It discusses how globalization and technology have empowered consumers and made them more connected through digital media. Businesses now need to redefine their strategies to focus on how technology can fit into their overall strategy and exploit opportunities, rather than just focusing on technological penetration. They also need to innovate culturally fit products that empower customers and make experiences more interactive. Adopting these approaches will enable businesses to make better investments and relationships with customers.
The document discusses how new technologies are enabling the rise of ecosystems where organizations collaborate beyond traditional boundaries. Ecosystems involve complex webs of relationships across industries and sectors to create value. To succeed in this new environment, organizations will need to shift from focusing solely on themselves to taking an ecosystem-centric view that emphasizes openness, collaboration, and tapping analytics to provide seamless customer experiences. The rapid pace of technological change is increasing customer expectations around simplicity, personalization, and integration across channels. Companies that can harness data and forge new partnership models will be best positioned to meet these demands.
Gamification involves using game design elements in non-game contexts to motivate behavior change. The document discusses the growth of the gamification market and provides examples of how Coca-Cola and Siemens have successfully used gamification. While gamification can be effective, the document cautions that poor game design is a common reason why gamification initiatives fail to meet business objectives. It emphasizes identifying business problems and designing effective game elements and mechanics to drive desired behaviors.
Question 1 quCompanies with reputations as good places to work TatianaMajor22
Question 1 : quCompanies with reputations as good places to work have generated superior financial performance." Explain your answer using informed sources?
Companies with reputations as good places to work such as Adobe, Google, LinkedIn, Facebook, and so on have generated superior financial performance because these companies incorporate organizational behavior principles, which are studies that investigates the impact of individuals, groups, and structure have on behavior within organizations for the purpose of applying such knowledge toward improving an organization’s effectiveness into their workplaces. By doing that these companies have been able to yield many important organizational outcomes, that could affect them. Also, these companies with reputations of good places to work at have incorporated the importance of using interpersonal skills within the workplace. By them incorporating interpersonal skills it has helped built a strong association between the quality of workplace relationships and job satisfaction.
Not only does it have a strong association between the quality or workplace relationships and job satisfaction, but it helps when it comes to stress and turnover rates. Incorporating interpersonal skills has resulted in a lower turnover of quality employees and higher quality applications for recruitment. Furthermore, by increasing the OB principles in an organization and incorporating interpersonal skills, it can help foster social responsibility awareness. Which is good for that company or organization because it incorporates social entrepreneurship education into that company to train future leaders in addressing social issues within their organizations.
Robbins, S. P., & Judge, T. A. (2018). Organizational Behavior (18th Edition). Pearson Education (US). https://monroecollege.vitalsource.com/books/9780134729749
Question #2 Regarding the use of technology, how is customer and competitor behavior monitored and measured? Explain your answer using scholarly sources and citations within the text.
Technology is used by big companies such as Google and Facebook, who rely on advertising income for their revenue, which is why they need technology to predict user behavior. Similarly, to Google and Facebook companies like Netflix and Uber use technology to predict when and where customers may want to use their service. Although Netflix and Uber may reply on user subscriptions for revenue, they mostly use technology to track user behavior to provide them with what is best suited for that specific user. An example of how companies use technology to monitor, and measure would be Kroger a U.S grocery store electronically collects information from 55 million customers who have loyalty cards and sells that data to vendors. When we think of companies using technology, we think about big companies or companies who it would benefit the most but according to our textbook insurance firms also use technology for their benefit too. In the t ...
From Hype to Reality: AI in Market Research Tom De Ruyck
Galvin is an AI assistant that can help companies better utilize consumer insights by providing marketers easy access to all consumer research data [SENTENCE 1]. Galvin allows companies to have direct access to consumer insights and gives marketers the right insights anywhere, anytime to help address the challenge of properly activating insights [SENTENCE 2]. Galvin can impersonate consumer personas to allow employees to have simulated chats with consumers to better understand them or can provide daily inspiration to help create a consumer-connected mindset [SENTENCE 3].
This document is a term paper on gamification as a customer engagement tool. It begins with an introduction that defines gamification and discusses its use in education and employee training to increase motivation and engagement. It then provides several definitions of gamification from various sources. The objectives of gamification are discussed, including setting SMART goals. Companies that use gamification like Starbucks and Nike are mentioned. Reasons for interest in gamification include tapping into basic human needs for competition, status, achievement and self-expression. The document continues with in-depth discussions of game mechanics, uses of gamification in the workplace and project management, advantages and disadvantages, examples, and conclusions.
2011 Social Buzz Awards - Observations From The Judging ProcessBlonde
What forecasts can we make about the near future of social media marketing based on reading and judging the hundreds of entries to the 2011 Social Buzz Awards? And what tips can be offered to the writers of future papers? One judge's personal view. Non-confidential content in advance of results being announced on December 1st 2011.
This research article examines the impact of gamification and reputation on repurchase intention in e-commerce. It proposes a theoretical model indicating that trust, ease of use, usefulness, reputation, and gamification positively influence intention to use e-commerce platforms and repurchase intention. An empirical study was conducted using a survey to collect data, which was then analyzed using SEM/PLS methods. The results supported the model, showing that gamified e-commerce websites positively influence usage and repurchase intention. The study contributes a model of the determinants of repurchase intention in gamified e-commerce and indicates that a multi-theory approach explains 57% of online customer repurchase intention.
Gamification uses principles of game design and behavioral psychology to encourage engagement with products and services. It has been widely adopted across many industries, including fitness tracking and ride-sharing. The financial industry has been slower to adopt gamification due to its serious nature, but research shows it can be effective there too by supplementing solemnity with lighter engagement elements. Implementation involves measuring customer behavior and creating challenges that reward accomplishments with feelings of achievement through dopamine release, keeping customers engaged in feedback loops. While concerns exist around using addiction science to drive engagement, gamification continues to spread rapidly.
My IPA Diploma thesis. This piece examines a new operating system for a modern communications agency, a system which fuses old hierarchical models so familiar to us with newer models and systems borrowed from software companies and technology startups.
I believe not in an answer which promotes one over the other, but one which adopts a mix of the two.
This document provides an overview of key trends that will impact business and marketing in 2019, with a focus on accountability and meaningful impact. It discusses how Gen Z will transform the workforce as they enter the job market expecting seamless technology and immediate feedback. It also examines the need for integrated marketing technology and data ecosystems to provide a holistic view of customers and measure ROI across channels. The trends covered provide insights for how organizations can innovate effectively in the new era of accountability.
16 Enterprise Social Networking Predictions for 2013tibbr
Enterprise social networking predictions for 2013 include:
1) A focus on driving behavioral change and adoption through integration with core business processes and data-driven insights.
2) Using social data internally for real-time optimization and management in addition to external monitoring.
3) Establishing social media strategies and capabilities to support key business functions through listening, engaging, and driving outcomes.
1. Apple primarily uses a "pull" strategy by focusing on innovation and creating demand for its products, while Cadbury relies more on a "push" strategy through advertising to generate trials.
2. Technology and new product development are central to Apple's strategy, while taste and brand experience are priorities for Cadbury.
3. Apple targets early adopters and premium customers, whereas Cadbury aims for mass market appeal through affordable prices.
The document discusses the need for a fundamental rethinking of business theory and strategies in light of sustainable development. It argues that making money can no longer be the sole focus of businesses and that they must consider their ecological and societal impacts. The authors question if conventional views of value creation and growth are blind to greener, more socially responsible approaches. They also raise whether public policy needs to better regulate businesses to align with societal needs. Six academic articles supporting a shift in perspectives on business management and strategy are referenced.
The document discusses findings from an IBM study on how CEOs are increasingly seeking to involve customers in business decisions and strategies. Key points include:
- The study found that CEOs want customers to have a greater influence on how companies operate and make business decisions. Some companies are establishing customer advisory boards to get direct input on strategic issues.
- CEOs recognize the intersection of the digital and physical worlds and are looking to bring these together to drive new innovation through technologies like smart devices.
- All members of the C-suite want to better manage the customer experience and are turning to digital channels and data analytics to understand individual customers and design engagement systems around their needs.
- For a company to become "
The document discusses trends in social computing adoption by organizations. It finds that:
1) Companies are increasingly using social tools both internally for employee collaboration and externally to engage customers, with goals like building brand advocacy, innovation, and customer service.
2) While marketing was initially the main focus, organizations now use social media for recruitment, product development, and brand management.
3) Adoption of social technologies is widespread across industries and includes objectives from driving innovation to improving customer service.
4) Internally, social tools enhance employee communication and knowledge sharing, while external uses include engaging customers through social media channels.
Dette notat samler op på en række analyser og anbefalinger omkring begrebet Social Business. Formålet er at give et hurtigt overblik over, hvordan anerkendte konsulenthuse m.fl. ser på betydning og brug af Social
Business.
Notatet er primært en sammenstykning af diverse uddrag og figurer uden en egentlig sammenbindende tekst.
How structural collaboration leads to value propositions in the financial sectorTom De Ruyck
Structural collaboration involves integrating customer input and feedback into every phase of a company's decision-making process on an ongoing basis. This allows customers to provide insights, help develop new ideas and concepts, and ensure proper implementation by verifying company interpretations are correct. Only 3% of companies currently develop new products and services through this level of customer involvement. The key benefits are creating better products and service, increased agility to adapt quickly, adding "consumer feeling" to strategic decisions, and improving marketing and public relations. Successful structural collaboration requires establishing the right objectives, processes, and cultural mindset.
This document summarizes an article from the International Journal of Management about adopting a futuristic approach to business. It discusses how globalization and technology have empowered consumers and made them more connected through digital media. Businesses now need to redefine their strategies to focus on how technology can fit into their overall strategy and exploit opportunities, rather than just focusing on technological penetration. They also need to innovate culturally fit products that empower customers and make experiences more interactive. Adopting these approaches will enable businesses to make better investments and relationships with customers.
The document discusses how new technologies are enabling the rise of ecosystems where organizations collaborate beyond traditional boundaries. Ecosystems involve complex webs of relationships across industries and sectors to create value. To succeed in this new environment, organizations will need to shift from focusing solely on themselves to taking an ecosystem-centric view that emphasizes openness, collaboration, and tapping analytics to provide seamless customer experiences. The rapid pace of technological change is increasing customer expectations around simplicity, personalization, and integration across channels. Companies that can harness data and forge new partnership models will be best positioned to meet these demands.
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1. B
SYSTEM GAMIFICATION Relevance of
Gamification in
IN BUSINESS Enterprises
This article is about the concept of gamification of business systems. It
reviews the impact of this concept on both the society and Enterprises.
2. University of Cape Town P. J. Bengu (2012)
UNIVERSITY OF CAPE TOWN
Department of Information Systems
Plagiarism Declaration
1. I know that plagiarism is wrong. Plagiarism is to use another‟s work and pretend that it is one‟s
own.
2. I have used the APA convention for citation and referencing. Each contribution to, and quotation
in, this essay from the work(s) of other people has been attributed, and has been cited and
referenced.
3. This essay is my own work.
4. I have not allowed, and will not allow, anyone to copy my work with the intention of passing it off
as his or her own work.
5. I acknowledge that copying someone else‟s assignment or essay, or part of it, is wrong, and
declare that this is my own work.
Signature: _________________
i
3. University of Cape Town P. J. Bengu (2012)
Abstract
The idea of embedding game techniques and mechanics in the business systems to enhance
customer engagement and experience has recently out bursts into the business world. This idea is
known as gamification. It is believed that gamification will soon be the widespread new approach of
advertising. Unlike a traditional way of advertising, gamification is not only about promulgating the
sale of a product, but also to incentivize the customers to participate in business activities while
satisfying their desires.
The purpose of this paper is to divulge the concept of system gamification, and evaluate its relevance
to the Enterprises. In doing so, it begins by conveying the origin and background of gamification.
Thereafter it looks at its future relations in respect to the business context. The major findings reveal
that the growth of gamification will reach about $3.6 billion in 2017, and 80% of global Enterprises will
have adopted the use of it.
The graph below illustrates the growth of market size of gamification in the next four years. From the
graph it can be seen that the adoption of gamification will grow exponentially and soon become a
traditional practice in marketing strategies.
Figure i (Meloni et al., 2012)
Keywords: Gamfication; Digital Marketing; Human Psychology; Business
ii
4. University of Cape Town P. J. Bengu (2012)
Table of Contents
PLAGIARISM DECLARATION .........................................................................................................................................i
ABSTRACT .................................................................................................................................................................. ii
1. INTRODUCTION ................................................................................................................................................ 1-2
1.1. Origin, Background and Future................................................................................................................................. 1
1.2. Application in real life ............................................................................................................................................... 1
1.3. Gamification in Business ........................................................................................................................................... 2
2. GAMIFICATION IMPACT ON THE SOCIETY .......................................................................................................... 3-6
2.1. Consumer Behavior and game dynamics................................................................................................................. 3
2.1.1. Game appeal to human psychology ............................................................................................................... 3
2.1.2. Game mechanics ............................................................................................................................................. 4
2.2. Customer Benefits.................................................................................................................................................... 5
2.3. Social criticisms of Gamification .............................................................................................................................. 6
3. GAMIFICATION IMPACT ON THE BUSINESS ........................................................................................................... 7
3.1. Relevance to Enterprises ........................................................................................................................................... 7
3.2. Digital Marketing and Gamification .......................................................................................................................... 7
4. FUTURE PROJECTIONS OF GAMIFICATION ............................................................................................................. 8
4.1. Adoption and development of Gamification ............................................................................................................. 8
5. CONCLUSION ....................................................................................................................................................... 9
6. APPENDIX (GRAPHS) .......................................................................................................................................... 10
7. REFERENCES ................................................................................................................................................. 11-12
5. University of Cape Town P. J. Bengu (2012)
Introduction
Origin, Background and Future
The concept of Gamification is the idea of using game mechanics, design techniques and game
thinking in a non-game system to enhance user experience and engagement (Dixon et al., 2011).
Gamification cannot be considered entirely as a new concept, it originates from back in 2008 when it
was first introduced by Gabe Zichermann. The founder and CEO of Gamification Co. Zichermann
(2010) referred to the concept of gamification as “Funware”, which he defined as “the art and science
of turning your customers` everyday interactions into games that serve your business purpose”.
Gamification gained its fame and widespread in the year 2010, when it was first popularized in the
digital media industry (Dixon et al., 2011).
“Many large Enterprises are starting to look at gamification as a powerful strategy to drive
engagement across their internal and external programs” (Herger, 2012. p. 6). Proponents of
gamification believe it to be the next generation of advertising strategy. Customer relationship will be
made stronger and ever lasting through facilitation of entertainment for users whilst interacting with
the brand (Mind Commerce Research, 2012).
Mind Commerce Research (2012) reports that gamification is expected to be employed by
approximately eighty percent of 2000 Global organizations in 2017. It also projects that the growth of
gamification will reach 3.6 billion US Dollars in this same year. Gamification is a rapidly growing
concept, and therefore it should be reviewed carefully. This paper will do just that, and it will also
provide examples of gamififcation usage in real life.
Application in real life
Gamification in business is mostly used to incentivize customers to buy more goods and services.
This is normally done through the use of loyalty club systems. The systems in which customers are
provided with club accounts, and are entitled to earn a motivational reward for every business
activities they partake in.
In academe, gamification could be used to motivate students to engage more in their studies or extra
mural activities by providing elements such as points, badges etc. The most common scenario in
tertiary institutions is whereby students, after completing a course evaluation, are exempt from full
number of tutorials required for that particular course as to inspire them to do the course evaluations.
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6. University of Cape Town P. J. Bengu (2012)
Having said gamification is an incentive strategy, it could therefore be used, not only in the business
or academe context, but in many other forms as well. It can be used as a form of currency in the
organizations. For instance, a catering company can offer vouchers for every meal missed, and these
vouchers could then be used to purchase anything from somewhere else (Educause.edu, 2011).
However this essay shall focus mainly on concept of gamification in relation to the business context.
This essay will analyze the impact of system gamification on the society, by reviewing the effects it
has on the consumer behavior, and benefits it provides to the customers. It will then revise the impact
and the relevance of gamification to the businesses. It will finally evaluate the criticisms of
gamification in both societal and business context, and conclude by analyzing its future projections.
Gamification in Business
Nowadays competition is encountered almost everywhere, most especially in the world of business.
For every single form of business there are many entities engaged in it. For instance, in a business
center one can find more than three retail stores situated close to each other, selling the same or
similar products, targeting the same group of people. In such competition it is quite clear that new
forms of marketing strategies are needed. This leads to the concept of gamification (Jiang, 2011).
Due to the developments in marketing strategies, most of the Businesses are customer orientated.
Therefore for every business decision they make, they have to consider possible reactions of
customers. This reactions are basically what they need to control in customers, for they don`t want
bad reactions for the sake of their financial returns. Gamification is a best tool to control this reaction
behavior of the customers.
Businesses could then use it to draw consumers` attention to their brands, and manipulate or
incentivize them to purchase their product more and more. They can also use it to build a longer
customer relationship through gamified brand loyalty programs. Gamification is the future of
Enterprises, and so do social media and digital marketing. This paper explains how these concepts fit
together, and most importantly how will they impact on the future of both society and Businesses.
This article explains the relevance, impact and benefits of gamification to the Enterprises. In doing so,
it also reviews the effects of other concepts that foster and work with gamification.
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7. University of Cape Town P. J. Bengu (2012)
Gamification impact on the society
Consumer behavior and game dynamics
The underlying objective of system gamification is typically to influence human behavior, or rather
consumer behavior in this context. System developers do this through the implementation of game
dynamics in non-game systems. Game dynamics are elements that incline to motivate and
encourage humans to engage more in a game. These motives are directed to appeal to human`s
desires, needs and wants, and this technique is archived through the study of human psychology.
Game appeal to human psychology
Human`s needs, wants and desires are the main things people are living for. Almost everyone is
engaged in what they are currently doing in order to get something they need, want or desire at the
end of the day. These three essentials are well categorized in what is world known as Maslow`s
hierarchy of needs (figure ii) (Poston, 2009). Maslow (1943) said that “Classifications of motivations
must be based upon goals… or motivated behavior”.
Game designs do just that, they provide goals i.e. game
mechanics to motivate user behavior. In the context of
system gamification this mechanics are usually the
rewards consumers are earning for participating in
business activities. Most common game mechanics used
in gamified systems are: points, levels, challenges, goods
and so forth. System developers implement this game
Figure ii mechanics in non-game systems in a way that would best
correlate with human`s needs, desires and wants. Therefore inspire them to engage more in business
activities whilst satisfying their needs. The matrix on the next page illustrates the correlation between
human desires and game mechanics. Figure iii (Bunchball.com, 2010).
The idea behind the correlation of human psychology and game designs follows from that of actual
games. Games, by origin, are designed to appeal to humans` psychology, and therefore violate their
autonomous decisions. Once a game has earned a great appeal to one`s consciousness, user tend
to be addicted to it. It is because of such addiction people incline to make irrational decisions about,
perhaps a game they want to play. Critics of system gamification may argue that such practice
violates consumers` autonomous decision, and lead them to buy things they are not intending to
purchase, or purchasing a lot more than intended.
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8. University of Cape Town P. J. Bengu (2012)
Matrix of correlation between Game mechanics and Human desires
Figure iii (Bunchball.com, 2010)
Game mechanics
As mentioned earlier, game mechanics are game rewards that are designed to trigger humans`
desires and perhaps get them to engage more into the game, or rather business activities.
Bunchball.com (2010, p. 9) defines game mechanics as “tools, techniques and widgets that are used
as building blocks for gamifying websites or application”. These mechanics are the key elements of
gamification, they are the building blocks of system gamification. Therefore it is important to clarify
them.
1. Points
Points are typically used to reward users in various ways. A common application of this
mechanism is in the mobile network industry. Most mobile network companies, such Mobile
Telephone Network (MTN) use this technique to encourage their clients to purchase more
airtime and to make more voice calls. They provide their clients with a certain number of points
for every airtime purchased and every call made. These points could then be used to buy
Short Messages (SMSs), Data bundles or airtime after having accumulated a certain number
of them.
2. Levels
Levels are different classes that categorize participants in a program. This technique is usually
used in athletics, especially martial arts. For instance, Martial arts participants are classified in
levels where each level is represented by a different colored belt. (Bunchball.com, 2010)
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9. University of Cape Town P. J. Bengu (2012)
3. Challenges
This technique is closely related to competition. In this technique all participants are let to
compete to earn the highest score, but only the winner will receive a reward. For instance,
Vodacom, a mobile network company, lets its clients to compete on arranging nine alphabets
to match theirs. In this case all Vodacom clients participate but only one or few will win.
(Bunchball.com, 2010)
4. Virtual goods
Virtual goods are intangible products that are purchased for use in online communities, such
as social networks, online games and so forth. Ernst & Young (2010) defines Virtual goods as
non-physical objects within the online community represented by animations and pictures.
Users can be rewarded with these virtual goods, which they can then trade within the
community in exchange of either points or actual money. (Ernst & Young, 2010)
5. Leaderboards
Leaderboards are mostly used in arcade machines to rank the players. They display a
hierarchy of scores to indicate how players are performing against one another. In the context
of gamification, leaderboards are used to display participants` results with an aim of inspiring
competition, and therefore creating valuable behavior for the business. (Bunchball.com, 2010)
6. Badges
The technique of badges is about giving participants assignments to accomplish and then
rewarding them for doing so. The idea is to arrange challenges based on actions that you„re
tracking, and reward users for reaching certain milestones. The same approach applies to
other similar forms of remunerations such as Trophies, Ribbons and Medals.
Benefits of customers
Having set out the mechanics that are used in system gamification to trigger humans` behavior, it can
be said that these types of rewards are in consumers` interest. We all want to earn something in life,
it could be a badge, recognition level, spendable points etc. it doesn`t matter as long as it satisfies our
desires. Therefore proponents of system gamification believe that this ideology is not only in the
interest of Businesses, but also in the interest of customers.
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10. University of Cape Town P. J. Bengu (2012)
Social criticisms of gamification
Critics of system gamification argue that gamification is not acting in the interests of customer, rather
it manipulates them. Bartle (2011) believes that gamification is basically bribery, for he defines bribery
as “rewarding someone for doing something that you want them to do.” He also said that gamification,
in some instances, remunerates customers with rewards that are not valuable, and invaluable reward
is not really a reward. He is basically saying that superficial motivations such as virtual goods are not
enough to remunerate customers, at least in a fair sense of humor.
Costa (2012) supplements Bartle`s argument by stating that “It feels like bribery if participating is
clearly just a means to serve the brand, and people are going to feel used.” Gamification is not a real
game, rather a collection of game elements. This means that gamififcation is not as sophisticated as
actual videos games, and therefore it could be easy for customers to be cheated or for them to cheat
the system. (Costa, 2012)
Participants are rewarded too soon in the process. The remuneration should build over time to reward
a long-term commitment. If participants are remunerated too early and often, their commitment will
mean nothing, because the rewards will be of a very small amount and significance. Therefore it
does not worth the effort. (Costa, 2012)
Barraud (2012) claims that gamification can demotivate genuinely interested customers. For instance,
some people don‟t like competitions and they would loose interest on what they like once competition
is introduced to it. Zechermann (2011) also said that if gamification introduces competition and
subsequently removes the genuine intrinsic interests of other participants, then it will be promoting an
activity at an expense of those participants.
Other philosophers believe that people in aspects such as education and work must have intrinsic
motive to engage in them. They argue that educational activities and work are kind of things people
should do out of their willingness, without being incentivized. Incentivized people tend to do things for
the sake of achieving a reward, instead of their greater good (Jiang, 2011). Academics and work have
an instrumental value within themselves, a greater good than a gamification reward. Therefore
gamification shouldn`t be practiced in academics and work.
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11. University of Cape Town P. J. Bengu (2012)
Gamification impact on the Businesses
Relevance to the Enterprises
Ideologies that influence human psychology can be useful in business affiliations, for they can be
helpful for inspiring and manipulating consumers purchasing behavior (Cialdini & Rhoads, 2012).
Influencing consumers purchasing decisions is the most vital point in business marketing. The
objectives of business marketing strategies are to attract new customers while keeping the existing
ones, and to build a stronger relationship with them (Kotler & Amstrong, 2010).
These objectives are achieved in many ways such as marketing campaigns, advertising, social
responsibility programs and so forth. The dawn of gamification concept comes about a new approach
of attain these objectives, and yet satisfying consumers` desires and entrepreneurs` goals (Herger,
2012). Therefore gamification is relevant to Enterprises by means of marketing, and subsequently
provision of desired business objectives.
Digital Marketing and Gamification
Lusch et al. (2004) mentioned that the dominant traditional sense of marketing is moving from the
trading of goods to a more interactive customer relationship and service focused logic. This transition
is made possible by the advances in digital technology and more innovative ways of channeling
business operations (Bhattacharya & Bolton, 2000). With this growth in digital environments, such as
e-commerce, digital marketing, e-business etc. digital information has become an integral part of
marketing strategies (Rowley, 2002).
The actual relevance of system gamification to Enterprises is wholly through digital environments, in
which it ranks in the top four of digital marketing (Mind Commerce Research, 2012). Gamification, in
business, would not be efficient and effective if it is operated outside the digital environment.
Consider brand loyalty program, it could be a bit tedious to manage customers` participations and
rewards on a pen and paper fashion. It is easier to digitally gather, store, retrieve and manage
information than doing it manually.
The concept of digital marketing is rapidly growing in recent years and so does gamification. These
two concepts are tidily linked, and are not one in the same. Digital marketing is mainly about
performing business activities online. For instance, advertising goods and services on the web,
whereas gamification comes in to encourage users to purchase more of these goods and
services.The adoption of digital marketing and system gamification will revolutionize the world. These
concepts are considered to be the next new generation of handling business operations.
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12. University of Cape Town P. J. Bengu (2012)
Future projections of Gamification
Adoption and development of gamification
“Gamification represents a promising strategy for public and commercial brands to increase customer
activity, brand loyalty, broaden reach and monetized assets.” said Mind Commerce research (2012).
For this reason lots of large corporates have began to adopt and realize the opportunities that
gamification could offer.
MR2 Researchers (2012) believe that digital entertainment, including gamification, will continue to
attract attention of many consumers through compelling game mechanics and designs that enhance
user experience. The more consumers are attracted and motivated, the more overall participation
increases and so do Business financial returns.
The adoption and implementation of gamification is expected to grow exponentially in the next few
years. It is forecasted to accumulate a market share of over $2.5 billion in 2016, refer to figure 1 in
appendix. MR2 Research (2012) shows that currently only 47% of Enterprises have implemented
gamification specifically to engage customers into business activities. It also estimates that 22% and
15% of Enterprises will respectively make use of gamification to enhance Brand loyalty and Brand
awareness in the future, see figure 2 in appendix.
This statistical analysis illustrates that gamification is still in its infancy stage. Smart Enterprise
executives would see this as an opportunity for them to take advantage of gamification while it is still
early; for it will benefit them in a long run when more and more Enterprises begin implementing it.
Anderson (2012) believe that gamification is the dawn of new of commercial and social development,
which might lead to the end of traditional marketing orientation, and the beginning of game-orientated
marketing.
According to Anderson (2012) the adoption of gamification will have attained critical levels by the year
2020. Gamification will have been implemented in so many aspects including marketing, health,
education etc., said Anderson. Other proponents say it will be just as attractive as social networks.
Social networks, or rather social media are the second most used tools in digital marketing following
Search Engine Optimization (SEO). For instance, Facebook alone occupies roughly 75% of brand
awareness activities of many companies (Webmarketing Research, 2011). If digital marketing could
grow this much through social media, then it could go over the edge through gamification. This is
because gamification doesn`t only entail commercial and social engagements, but it includes
inspirational elements for customer experience, which lead to better customer engagement.
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13. University of Cape Town P. J. Bengu (2012)
Conclusion
It was never foreseeable that games could be the future of our digital world. Yet we see the concept
of gamification drastically shaping the future of the world. Though gamification is still developing, its
future is quite promising. Its use will not only be restricted to the business operations, but it will be
adopted and used in many other fields, and it will ultimately become part of our everyday life. It will
bring a change to our lives.
Though critics believe that gamifiation violates consumers` autonomous decision by creating desires
for them. At least it doesn`t expose them to any harm of whatsoever kind, rather it enhances their
experience and enjoyment. However Enterprises should not take advantage of it and harshly
manipulate consumers` psychology.
There is no doubt that gamification will be widespread in the near future. There are many other
aspects that foster its growth, including digital marketing and social media. These aspects are also
dramatically growing in recent years, and are making gamification even more crucial concept to
consider. Therefore a good understanding of how it works and early implementation might earn
Enterprises a competitive advantage in the near future. Employment of gamification in Enterprises is
a way to go.
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14. University of Cape Town P. J. Bengu (2012)
Appendix (Graphs)
Figure 1 MR2 Research 2012 Gamification Market Forecast
Figure 2 MR2 Research 2012 Client Implementation
Figure 3 Webmarketing Research 2011 Brand Awareness in Social Media
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15. University of Cape Town P. J. Bengu (2012)
Reference
Amy, K. J. (2011), Gamification 101: Design the Player Journey. Game Developers Conference (GDC). San
Fransisco.
Anderson, J. (2012). The future of gamifiation. Future of the internet. Retrieved from
http://pewinternet.org/Press-Releases/2012/The-Future-of-Gamification.aspx
Bartle, R. A. (2011). Too much of a good thing. Gamification. Retrieved from
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