This document presents a study that develops a model to identify wastes in marketing strategies using lean principles. The study applies the model to 12 Italian SMEs. The model identifies 8 types of waste in marketing: overproduction, inventory, waiting, transportation, overprocessing, motion, defects, and unused talent. Companies rate their current and ideal states for each waste. The largest gaps identify high priority wastes to address. After implementation, companies found the model helped identify improvement tools, increased customer knowledge, and improved satisfaction. However, regular customer surveys are needed and a prioritization system for improvement projects. Overall, companies found the waste classification a useful way to identify non-value-added marketing activities.
Importance of practicing lean management concepts in multinational companies Charm Rammandala
The purpose of this article is to investigate through a literature review, to determine the importance of implementing and practicing lean management in multi-national companies. It is well understood that the market conditions highly volatile due to the increased competition from the traditional brick and mortar retailers as well as on-line retailers. In order to retain the current market segment and to possibly increase it, it is vital to maintain the competitive pricing strategy and high quality standards. During the essay it will be discussed how introducing lean principles and concepts, multi-national companies could achieve this objective
An Exploratory Study of Factors Influencing Corporate Sustainability on busin...AkashSharma618775
This study evaluates the effect of corporate sustainability on business performance of manufacturing
industries in USA, from 2012 to 2015. These Manufacturing industries are listed in Corporate Social
Responsibility Hub (CSRHub), Morning Star and Global Reporting Initiative (GRI). All data used in this report
were extracted from 37 manufacturing companies’ Sustainability, corporate social responsibility (CSR) and
annual reports. These companies are of diverse sectors such as Automobile, Health care, consumer goods, food,
beverages and technology. Quantitative method of research is used in this study; this also includes the use of
explanatory and descriptive research design. The main issues to be discussed in this study are Donation, Incident
rate reduction and Water Recycled as the independent variables, while Revenue is the dependent variable. Data
analysis was carried out using the regression analysis, descriptive statistics and correlation. E-views software
generated the data for further analysis. The findings imply that donation has a positive insignificance effect on
revenue, reduced incident rate reduction had positive significance effect on revenue and water recycling has
negative insignificant effect on revenue. In the future researches, larger samples of companies form diverse sectors
and subsectors should be studied to broaden the research on company performance especially the non-financial
aspect.
Effect of market penetration management strategies on performance of Small En...AkashSharma618775
Small businesses in Kenya face a myriad of challenges. Most of the establishments have gone under the
waters due to various reasons including market turbulences. The businesses leave the market as soon as they make
entry. If they stay, they stagnate at the same level they started. The objective of the study was to find out the effect
of market penetration strategies on the performance of small enterprises in Kenya. The study used descriptive
survey design. The study was conducted in Migori County, Kenya. The target population was 4997 which were
businesses registered by the department of Trade of Migori County in 2019. A sample of 481 individuals were
interviewed. This number was derived using Yamane sampling model. Data was collected from business owners
with the help of a structured questionnaire. The researcher used Cronbach’s alpha coeffect to test the reliability of
the study instrument. Data was sorted, sorted and entered using a statistical software program for social sciences
(SPSS). A simple linear regression was used to test the relationship between market penetration management
strategies and performance of small enterprises in Kenya. Pearson Product Moment correlation was employed in
testing the strength of the relationship between market penetration management strategies and growth of small
enterprises in Kenya.
Assessment of the effect of Cost Leadership Strategy on the performance of L...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Exploring the Marketing Competencies of Women Entrepreneurs in Micro-Small En...AkashSharma618775
This study deals with the marketing competencies and capabilities of women entrepreneurs who own and
manage micro-small- and medium (MSMEs)ventures in traditional and non-traditional lines of activities within
the urban settings in Khartoum State, Sudan. Entrepreneurial and marketing competencies are part of the
dynamic components that contribute to venture survival and success especially for women-owned/ managed MSEs.
This study addresses the perceived knowledge gap in the literature regarding the marketing competencies of
women entrepreneurs, using the marketing mix approach and the resource-based theory. It is a qualitative study
which follows an interpretive approach and applies grounded theory techniques. The study is framed within the
Marketing Mix approach and the resource-based theory highlighted within a gendered perspective. It examines
how women entrepreneurs perceive and apply the marketing function within their MSEs to maintain success
within highly competitive, turbulent and unpredictable markets. In such conditions it is essential to understand
what marketing competencies do these women entrepreneurs are endowed with and utilize while practicing the
marketing function in their entrepreneurial ventures and thrive for high performance and success.
industry, Industry Analysis, Why is Industry Analysis Important? How Industry and Firm-Level Factors Affect Performance, Techniques Available to Assess Industry Attractiveness, Studying Industry Trends
Importance of practicing lean management concepts in multinational companies Charm Rammandala
The purpose of this article is to investigate through a literature review, to determine the importance of implementing and practicing lean management in multi-national companies. It is well understood that the market conditions highly volatile due to the increased competition from the traditional brick and mortar retailers as well as on-line retailers. In order to retain the current market segment and to possibly increase it, it is vital to maintain the competitive pricing strategy and high quality standards. During the essay it will be discussed how introducing lean principles and concepts, multi-national companies could achieve this objective
An Exploratory Study of Factors Influencing Corporate Sustainability on busin...AkashSharma618775
This study evaluates the effect of corporate sustainability on business performance of manufacturing
industries in USA, from 2012 to 2015. These Manufacturing industries are listed in Corporate Social
Responsibility Hub (CSRHub), Morning Star and Global Reporting Initiative (GRI). All data used in this report
were extracted from 37 manufacturing companies’ Sustainability, corporate social responsibility (CSR) and
annual reports. These companies are of diverse sectors such as Automobile, Health care, consumer goods, food,
beverages and technology. Quantitative method of research is used in this study; this also includes the use of
explanatory and descriptive research design. The main issues to be discussed in this study are Donation, Incident
rate reduction and Water Recycled as the independent variables, while Revenue is the dependent variable. Data
analysis was carried out using the regression analysis, descriptive statistics and correlation. E-views software
generated the data for further analysis. The findings imply that donation has a positive insignificance effect on
revenue, reduced incident rate reduction had positive significance effect on revenue and water recycling has
negative insignificant effect on revenue. In the future researches, larger samples of companies form diverse sectors
and subsectors should be studied to broaden the research on company performance especially the non-financial
aspect.
Effect of market penetration management strategies on performance of Small En...AkashSharma618775
Small businesses in Kenya face a myriad of challenges. Most of the establishments have gone under the
waters due to various reasons including market turbulences. The businesses leave the market as soon as they make
entry. If they stay, they stagnate at the same level they started. The objective of the study was to find out the effect
of market penetration strategies on the performance of small enterprises in Kenya. The study used descriptive
survey design. The study was conducted in Migori County, Kenya. The target population was 4997 which were
businesses registered by the department of Trade of Migori County in 2019. A sample of 481 individuals were
interviewed. This number was derived using Yamane sampling model. Data was collected from business owners
with the help of a structured questionnaire. The researcher used Cronbach’s alpha coeffect to test the reliability of
the study instrument. Data was sorted, sorted and entered using a statistical software program for social sciences
(SPSS). A simple linear regression was used to test the relationship between market penetration management
strategies and performance of small enterprises in Kenya. Pearson Product Moment correlation was employed in
testing the strength of the relationship between market penetration management strategies and growth of small
enterprises in Kenya.
Assessment of the effect of Cost Leadership Strategy on the performance of L...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Exploring the Marketing Competencies of Women Entrepreneurs in Micro-Small En...AkashSharma618775
This study deals with the marketing competencies and capabilities of women entrepreneurs who own and
manage micro-small- and medium (MSMEs)ventures in traditional and non-traditional lines of activities within
the urban settings in Khartoum State, Sudan. Entrepreneurial and marketing competencies are part of the
dynamic components that contribute to venture survival and success especially for women-owned/ managed MSEs.
This study addresses the perceived knowledge gap in the literature regarding the marketing competencies of
women entrepreneurs, using the marketing mix approach and the resource-based theory. It is a qualitative study
which follows an interpretive approach and applies grounded theory techniques. The study is framed within the
Marketing Mix approach and the resource-based theory highlighted within a gendered perspective. It examines
how women entrepreneurs perceive and apply the marketing function within their MSEs to maintain success
within highly competitive, turbulent and unpredictable markets. In such conditions it is essential to understand
what marketing competencies do these women entrepreneurs are endowed with and utilize while practicing the
marketing function in their entrepreneurial ventures and thrive for high performance and success.
industry, Industry Analysis, Why is Industry Analysis Important? How Industry and Firm-Level Factors Affect Performance, Techniques Available to Assess Industry Attractiveness, Studying Industry Trends
Identification of Factors Affecting Agility in Business Sector Organizations ...AJHSSR Journal
Today, the industries face various challenges in the field of trade, and their survival depends on
a timely and correct decision when confronting these factors. This has led the concepts such as competitiveness
and agility to become prominent. Accordingly, different businesses and industries, in order to enhance their
competitiveness, identify factors affecting their competitiveness and agility. Many scholars believe that agility is
one of the inevitable and imperative requirements of companies to cover such markets. One of the Iran’s most
prominent and growing industries is the detergent industry, which has a significant role in production and the
increase in production capacity. Therefore, in the current study, this industry has been studied in the mentioned
fields. In this study, the relationship between the agility enablers and the increase in the agility level in the
detergent industry, has been evaluated. A questionnaire was used to collect the required data and SPSS software
was used to analyze and quantify the data. Pearson correlation test was used to investigate the research
hypotheses. Finally, with regard to the positive value obtained between zero and one for the Pearson coefficient,
the positive relationship between the variables has been proved and the hypotheses were confirmed.
Of our days, with the opening of borders, the companies compete very aggressive for the flow of their products in a market, where only the companies well organized can afford a good share of the market. The survival of such and such company necessarily passes through the improvement of performance and competitiveness of organizations in general, and small and medium-sized enterprises (SMES) in particular. It is in this perspective that the establishment of the platform of the supply chain management can provide considerable benefits to SMES on their competitors
The Effect of Business Strategy on Innovation and Firm Performance in the Sma...theijes
The International Journal of Engineering & Science is aimed at providing a platform for researchers, engineers, scientists, or educators to publish their original research results, to exchange new ideas, to disseminate information in innovative designs, engineering experiences and technological skills. It is also the Journal's objective to promote engineering and technology education. All papers submitted to the Journal will be blind peer-reviewed. Only original articles will be published.
The papers for publication in The International Journal of Engineering& Science are selected through rigorous peer reviews to ensure originality, timeliness, relevance, and readability.
Theoretical work submitted to the Journal should be original in its motivation or modeling structure. Empirical analysis should be based on a theoretical framework and should be capable of replication. It is expected that all materials required for replication (including computer programs and data sets) should be available upon request to the authors.
The International Journal of Engineering & Science would take much care in making your article published without much delay with your kind cooperation.
THE JAPANESE TRANSFORMER INDUSTRY A CASE STUDY OF ITS COMPETITIVENESSijcsit
Transformers are one type of magnetic component used in relevant structures like power Switch supplies. Transformers are the necessary parts in all products involving electricity, for the alteration of current voltage during the processes of power generation, transformation, transmission and distribution .Relevant discussions in Japan concerning transformers have centered on power industries and power systems. Transformers for household and business use are mostly categorized under electronics-related industry, one of the ten major consumer electronics industries (most of the mare middle and small-sized firms).Relevant literatures primarily focus on the study of related technology, with little attention paid to the competitive edge and future prospects of transformer-related industries. Case studies indicate that Japanese enterprises are disappointed with the governmental efforts and assistance directed to the improvement of existing technologies. As the executive director of one of the transformer associations in Japan pointed out, no advancement has been shown in this technology for nearly the last 20years.Most companies can improve themselves only in reaction to errors; the lack of specialized knowledge derived from research strongly decreases the industry's progressive power and postpones its development. Japan has lagged considerably behind Europe and the US in this aspect. The transformer companies in Japan will have great difficulty in cultural and language communication if they invest in foreign countries. In this study, experts and scholars in the fields of industry, government and academia are interviewed. Questionnaires are issued to the object companies and a comparative case study is conducted to analyze the influencing factors on the competitive edge and strategies in Japan in the hope that an effective reference for improving industrial competitiveness can be available for the government and the companies
Download Link > https://ertekprojects.com/gurdal-ertek-publications/blog/a-taxonomy-of-logistics-innovations/
In this paper we present a taxonomy of supply chain and logistics innovations, which is based on an extensive literature survey. Our primary goal is to provide guidelines for choosing the most appropriate innovations for a company, such that the company can outrun its competitors. We investigate the factors, both internal and external to the company, that determine the applicability and effectiveness of the listed innovations. We support our suggestions with real world cases reported in literature.
For more classes visit
www.snaptutorial.com
1. (TCO 1) Describe the six major functional areas in a business enterprise. (Points : 25)
Question 2.2. (TCO 2) Identify and discuss the social responsibilities of Home Depot to three different stakeholder groups. (Points : 25)
Home Depot is one of the world's biggest home improvement retailers in the United States, Canada, and Puerto Rico. Home Depot stores strive to serve both the professional contractors as well as the casual home repairers.
Download Link > https://ertekprojects.com/gurdal-ertek-publications/blog/a-taxonomy-of-supply-chain-innovations/
In this paper, a taxonomy of supply chain and logistics innovations was developed and presented. The taxonomy was based on an extensive literature survey of both theoretical research and case studies. The primary goals are to provide guidelines for choosing the most appropriate innovations for a company and helping companies in positioning themselves in the supply chain innovations landscape. To this end, the three dimensions of supply chain innovations, namely the goals, supply chain attributes, and innovation attributes were identified and classified. The taxonomy allows for the efficient representation of critical supply chain innovations information, and serves the mentioned goals, which are fundamental to companies in a multitude of industries.
This paper developed an analytical background to scientific development conducted on the use of
Lean Manufacturing in the industries. Regarding the methodological approach to this research is exploratory and
did a literature review with a sample survey using technological resources search as a tool to perform the search
in this case, the component data bases Journals Portal Coordination and Training of Personnel Higher Level. For
this study bibliometric analysis and the selection of journals were made and the results show that the topic is
Lean Manufacturing on the rise internationally and that is a methodology mentioned in leading journals. The
scientific literature on the topic is not predominantly done by a single magazine or a single industry segment.
The contribution is in identifying the gaps of the segments of the industries with the greatest opportunities for
the application of Lean Thinking so that future studies can deepen effectively is opportunity.
Identification of Factors Affecting Agility in Business Sector Organizations ...AJHSSR Journal
Today, the industries face various challenges in the field of trade, and their survival depends on
a timely and correct decision when confronting these factors. This has led the concepts such as competitiveness
and agility to become prominent. Accordingly, different businesses and industries, in order to enhance their
competitiveness, identify factors affecting their competitiveness and agility. Many scholars believe that agility is
one of the inevitable and imperative requirements of companies to cover such markets. One of the Iran’s most
prominent and growing industries is the detergent industry, which has a significant role in production and the
increase in production capacity. Therefore, in the current study, this industry has been studied in the mentioned
fields. In this study, the relationship between the agility enablers and the increase in the agility level in the
detergent industry, has been evaluated. A questionnaire was used to collect the required data and SPSS software
was used to analyze and quantify the data. Pearson correlation test was used to investigate the research
hypotheses. Finally, with regard to the positive value obtained between zero and one for the Pearson coefficient,
the positive relationship between the variables has been proved and the hypotheses were confirmed.
Of our days, with the opening of borders, the companies compete very aggressive for the flow of their products in a market, where only the companies well organized can afford a good share of the market. The survival of such and such company necessarily passes through the improvement of performance and competitiveness of organizations in general, and small and medium-sized enterprises (SMES) in particular. It is in this perspective that the establishment of the platform of the supply chain management can provide considerable benefits to SMES on their competitors
The Effect of Business Strategy on Innovation and Firm Performance in the Sma...theijes
The International Journal of Engineering & Science is aimed at providing a platform for researchers, engineers, scientists, or educators to publish their original research results, to exchange new ideas, to disseminate information in innovative designs, engineering experiences and technological skills. It is also the Journal's objective to promote engineering and technology education. All papers submitted to the Journal will be blind peer-reviewed. Only original articles will be published.
The papers for publication in The International Journal of Engineering& Science are selected through rigorous peer reviews to ensure originality, timeliness, relevance, and readability.
Theoretical work submitted to the Journal should be original in its motivation or modeling structure. Empirical analysis should be based on a theoretical framework and should be capable of replication. It is expected that all materials required for replication (including computer programs and data sets) should be available upon request to the authors.
The International Journal of Engineering & Science would take much care in making your article published without much delay with your kind cooperation.
THE JAPANESE TRANSFORMER INDUSTRY A CASE STUDY OF ITS COMPETITIVENESSijcsit
Transformers are one type of magnetic component used in relevant structures like power Switch supplies. Transformers are the necessary parts in all products involving electricity, for the alteration of current voltage during the processes of power generation, transformation, transmission and distribution .Relevant discussions in Japan concerning transformers have centered on power industries and power systems. Transformers for household and business use are mostly categorized under electronics-related industry, one of the ten major consumer electronics industries (most of the mare middle and small-sized firms).Relevant literatures primarily focus on the study of related technology, with little attention paid to the competitive edge and future prospects of transformer-related industries. Case studies indicate that Japanese enterprises are disappointed with the governmental efforts and assistance directed to the improvement of existing technologies. As the executive director of one of the transformer associations in Japan pointed out, no advancement has been shown in this technology for nearly the last 20years.Most companies can improve themselves only in reaction to errors; the lack of specialized knowledge derived from research strongly decreases the industry's progressive power and postpones its development. Japan has lagged considerably behind Europe and the US in this aspect. The transformer companies in Japan will have great difficulty in cultural and language communication if they invest in foreign countries. In this study, experts and scholars in the fields of industry, government and academia are interviewed. Questionnaires are issued to the object companies and a comparative case study is conducted to analyze the influencing factors on the competitive edge and strategies in Japan in the hope that an effective reference for improving industrial competitiveness can be available for the government and the companies
Download Link > https://ertekprojects.com/gurdal-ertek-publications/blog/a-taxonomy-of-logistics-innovations/
In this paper we present a taxonomy of supply chain and logistics innovations, which is based on an extensive literature survey. Our primary goal is to provide guidelines for choosing the most appropriate innovations for a company, such that the company can outrun its competitors. We investigate the factors, both internal and external to the company, that determine the applicability and effectiveness of the listed innovations. We support our suggestions with real world cases reported in literature.
For more classes visit
www.snaptutorial.com
1. (TCO 1) Describe the six major functional areas in a business enterprise. (Points : 25)
Question 2.2. (TCO 2) Identify and discuss the social responsibilities of Home Depot to three different stakeholder groups. (Points : 25)
Home Depot is one of the world's biggest home improvement retailers in the United States, Canada, and Puerto Rico. Home Depot stores strive to serve both the professional contractors as well as the casual home repairers.
Download Link > https://ertekprojects.com/gurdal-ertek-publications/blog/a-taxonomy-of-supply-chain-innovations/
In this paper, a taxonomy of supply chain and logistics innovations was developed and presented. The taxonomy was based on an extensive literature survey of both theoretical research and case studies. The primary goals are to provide guidelines for choosing the most appropriate innovations for a company and helping companies in positioning themselves in the supply chain innovations landscape. To this end, the three dimensions of supply chain innovations, namely the goals, supply chain attributes, and innovation attributes were identified and classified. The taxonomy allows for the efficient representation of critical supply chain innovations information, and serves the mentioned goals, which are fundamental to companies in a multitude of industries.
This paper developed an analytical background to scientific development conducted on the use of
Lean Manufacturing in the industries. Regarding the methodological approach to this research is exploratory and
did a literature review with a sample survey using technological resources search as a tool to perform the search
in this case, the component data bases Journals Portal Coordination and Training of Personnel Higher Level. For
this study bibliometric analysis and the selection of journals were made and the results show that the topic is
Lean Manufacturing on the rise internationally and that is a methodology mentioned in leading journals. The
scientific literature on the topic is not predominantly done by a single magazine or a single industry segment.
The contribution is in identifying the gaps of the segments of the industries with the greatest opportunities for
the application of Lean Thinking so that future studies can deepen effectively is opportunity.
That is a PPT presentation used for a lesson about the Business Model Innovation.
The class was held in December 2014 as a part of the larger course "General Management" at the University of Rome Tor Vergata.
Main contents are: business modeling, business model innovation, blue ocean strategy, BMI as a set od key decision.
Week 1 Lecture The Nature of Business ResearchBusiness researc.docxkdennis3
Week 1 Lecture
The Nature of Business Research
Business research covers a wide range of phenomena. For managers, the purpose of research is to provide knowledge regarding the organization, the market, the economy, or another area of uncertainty. A financial manager may ask, “Will the environment for long-term financing be better two years from now?†A personnel manager may ask, “What kind of training is necessary for production employees?†or “What is the reason for the company’s high employee turnover?†A marketing manager may ask, “How can I monitor my retail sales and retail trade activities?†Each of these questions requires information about how the environment, employees, customers, or the economy will respond to executives’ decisions. Research is one of the principal tools for answering these practical questions.
Business research is the application of the scientific method in searching for the truth about business phenomena. These activities include defining business opportunities and problems, generating and evaluating alternative courses of action, and monitoring employee and organizational performance. Business research is more than conducting surveys.6 This process includes idea and theory development, problem definition, searching for and collecting information, analyzing data, and communicating the findings and their implications.
Applied business research is conducted to address a specific business decision for a specific firm or organization. The opening vignette describes a situation in which ESPN used applied research to decide how to best create knowledge of its sports fans and their preferences. Basic business research (sometimes referred to as pure research) is conducted without a specific decision in mind, and it usually does not address the needs of a specific organization.
All research, whether basic or applied, involves the scientific method. The scientific method is the way researchers go about using knowledge and evidence to reach objective conclusions about the real world. The scientific method is the same in social sciences, such as business, as in physical sciences, such as physics. In this case, it is the way we come to understand business phenomena.
A firm can be production-oriented. A production-oriented firm prioritizes the efficiency and effectiveness of production processes in making decisions. Here, research providing input from workers, engineers, finance, and accounting becomes important as the firm seeks to drive costs down. Production-oriented firms are usually very large firms manufacturing products in very large quantities. The third orientation is marketing- oriented, which focuses more on how the firm provides value to customers than on the physical product or production process. With a marketing-oriented organization the majority of research focuses on the customer. Research addressing consumer desires, beliefs, and attitudes becomes essential.
Diagnosing Opportunities: After a.
Chapter 4
Niccole Hyatt, PhD
Chapter overview
This chapter describes the elements of the supply chain and its management. The bullwhip effect is discussed.
The various decisions in supply chain management are discussed and evaluated. These include outsourcing, purchasing, use of technology, warehousing, and vertical integration.
Finally, the performance measures and trends in supply chain management are described.
objectives
Describe basic supply chains and supply chain management.
Explain issues affecting supply chain management.
Explain the role of purchasing.
Illustrate how sourcing decisions are made.
Describe the role of warehousing.
Describe how supply chain management is implemented.
What are the types of e-commerce?
E-commerce, or using the Internet and Web to transact business, can be characterized by noting what entities are involved.
Business-to-business (B2B) concerns businesses working together to allow one to receive inputs from another. B2B can be said to have started in the 1970’s with automated order entry systems that used telephone connections. In the late 1970s, electronic data interchange (EDI) provided standards for the computer-to-computer exchange of information such as invoices and purchase orders.
Business to consumer (B2C) is a retail activity. Here companies use electronic means to deliver goods and services to consumers.
What revenue models are used in e-commerce?
Operators of e-commerce web sites can support their activities using one or more of several revenue models.
A site that attracts users and then displays advertisements from other businesses is using the advertising revenue model. A site that charges a fixed periodic fee for access to its content is using a subscription revenue model. Some sites charge a fee for a completed transaction, such as a stock trade. This is the transaction fee model.
Companies that earn directly from what customers buy use the sales revenue model. Finally, a site may earn its revenue by referring visitors to other sites. This is the affiliate revenue model.
How does the supply chain work?
I recently bought sodas in cans. The cans are produced by obtaining the raw materials from mines, followed by processing in a plant.
The cans are filled with the liquid at the bottling companies. They are then placed in a warehouse.
From there, they are shipped to the retailers who sell them to customers.
Then, I can enjoy my soda!
Service and manufacturing supply chains
Service supply chains typically do not include external suppliers. In addition, the tier one supplier is a company that produces the final packaged product.
Manufacturing supply chains typically include a greater variety of links in the chain in terms of the types of companies. Manufacturers have external suppliers in different tiers, as well as processing operations.
What affects global supply chains?
Global supply chains face several challenges. The members of the supply chain can be disp ...
How any organisation can drive culture and design systems to pursue practical...Toby Farren
This whitepaper will provide an insight into the different elements of modern innovation fostering,
including the various factors determining the capability of organisations to innovate internally;
the differences between frontend and backend innovation; and a focus on the relatively new
‘open’ innovation methods (including the advantages of utilizing sandboxes in the frontend
innovation process as well as collaborating with external bodies).
Corporate Brand Management of Hungarian Startups. A Critical Analysis.Eszter Mónos
This research paper aims to present a research study conducted with newly established Hungarian businesses known as startups about their corporate brand management practices, with the first hypothesis being that ICT and Design Industry startups have similar corporate branding practices using the elements of Lean Methodology and/or Design Thinking. Secondly, the application of these methods in their strategic decisions is in positive correlation with branding (like early adopters, communication). Traditional literature focuses largely on big companies, while the number of studies related to startups is small. Thus, this paper aims to fill a niche in this field and serve as supporting material for Hungarian startups during the brand development process.
Annamalai MBA 2nd Year Assignment Questions (2021- 2022) Solved Call 902581...palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Solved 2nd Year MBA Annamalai Assignment (2021–2022) Call 9025810064palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Annamalai MBA Solved Assignment (2021-2022) Solution Call 9025810064palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Get Ready Annamalai MBA 2nd Year Assignment Solution (2021- 2022) Call 90258...palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Annamalai MBA 2nd year Assignment Answer Sheet (2021-2022) Call 9025810064palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Annamalai MBA 2nd Year Assignment Solution (2021- 2022) Call 9025810064palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Annamalai 2nd Year MBA Assignment Help (2021- 2022) call 9025810064palaniappann
Sir/ Madam
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 9025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Marketing and logistics integration PAYARO.pdfAndrea Payaro
Supply chain integration is divided into two dimensions, namely internal integration and external integration. Internal integration refers to cross-functional collaborative processes within the company. External integration consists of the integration of suppliers, the integration of customers and logistics service providers. Sometimes external integration works best if the company has good internal integration. On the other hand, the lack of internal integration is the cause of external integration and the realization of the supply chain. For this reason, the present work aims to investigate the integration between two fundamental functions: logistics and marketing. Both are strategic because their performance directly affects customer satisfaction. Studies investigating this relationship are still limited in number. Therefore, this document aims to examine whether functions share information on processes such as new product development, package redesign, promotions and product returns. The literature, in fact, highlights that the lack of integration leads to an increase in operating, inventory management and transport costs. Through an online questionnaire, this paper analyzes the state of the art in 83 Italian companies. The results confirm the low rate of integration between logistics and marketing not only in small and medium-sized enterprises but also in large companies.
I n-s-i-e-m-e to start again the new 7-steps model to design company organiza...Andrea Payaro
INSIEME is an Italian word that means TOGETHER. Together is the spirit of the network, it represents the back bone of supply chain. Together is the main solution of bullwhip effect moreover TOGETHER means integration: communication among partner, coordination and collaboration. Restarting TOGETHER (INSIEME) could be the slogan after the period of downtime needed to stop the pandemic COVID 19. But I-N-S-I-E-M-E (TOGETHER) is an acronym that defines 7 steps to start or re-start the business. The goal is to define a new organization with new supply chain collaborations ready for next months
Supply Chain Management implementations in Italian SMEs. A proposed taxonomyAndrea Payaro
Supply Chain Management (SCM) has become an integral part of strategy for all organisations irrespective of their size and sector in the present globalised and networked economy. This study is on analysing implementation of SCM and its effectiveness in a sample of 24 Italian Small and Medium Enterprises. Companies manufacture goods and belong to different sectors. The level of implementation of SCM in a small and medium-sized company has fundamental performance flexibility and reduce costs. The results of the analysis and implementation of SCM by several small-sized companies in Italy as well as the result of this work lead to companies achieving greater competitiveness in their particular market.
The aim of this paper is to develop a comprehensive taxonomy of supply chain management practices to provide better understanding of the complex relationship between the external and internal factors and SCM operational practices. Typology and/or taxonomy play a key role in the development of social science theories. The current taxonomies focus on a single or limited component of the supply chain. Furthermore, they have not been tested using different sample compositions and contexts, yet replication is a prerequisite for developing robust concepts and theories. This paper empirically replicates one such taxonomy extending the original study by (a) developing broad (containing the key components of supply chain) taxonomy and (b) broadening the sample by including a wider range of sectors and organisational size.
The research identifies a taxonomy that puts in evidence some common applications in a diagram with these two axes:
1) Drivers to SC integration;
2) Perceived switching costs.
This paper contributes to both the supply chain management literature and literature in the area of SMEs by identifying some important research areas which are linked to both fields. This paper helps both academics and managers to gain a better understanding of the complexity of supply chain management in manufacturing companies.
Online grocery brick and mortar retailers. State of the art in Italy, but is ...Andrea Payaro
In contemporary entrepreneurial environment based on customer retention, the growth of the internet has pushed the most dynamic businesses to compete in the electronic market. The recent evolvement of the Internet as a new major distribution channel has obtained much attention, as the online channel calls the viability of traditional stationary retailing into question. Today, since innovation is a key factor in the Digital Age, the presence in the digital marketplace is essential for retailers, also in the food retailing. The paper aims to analyze the online commerce for food groceries and compare the evolution from 2017 to 2019. The sample represents the 99% of Italian brands of brick and mortar supermarkets and hypermarket. The first study was conducted in 2017, after two years the paper has analyzed the same sample and reported how many groceries retailers have adopted the online selling. Through the visit of every Internet site and some interviews to managers, this paper proposes the reasons why only a limited number of grocery brands sell food over Internet. Moreover this paper calculates the cost (in Italy) to prepare the expense and satisfy the order of a customer. Characteristics of goods (freshness, perishability, cold chain warranty, etc.), expensive operations needed to prepare the delivery, the cost of delivery, and difficult reverse logistics are the main causes of low adoption of e-commerce. Online groceries retailers are concentrated around big cities in particular in the north Italy (Milan, Turin, Genoa, etc.). Expense is prepared inside the retail by the employees. Some shops use the drive-in model and only a limited number of cases deliver to home. The few cases of food e-commerce offer the delivery only in a limited area of big cities. At the end, this paper demonstrates the logistics cost (picking, packing and transport) in Italy is higher than the price of the service and this strategy isn't profitable for companies.
2019 01 opportunita e vincoli della logistica per le pmi payaroAndrea Payaro
Quali rischi corrono le PMI che non considerano la logistica una funzione strategica e quali sono, invece, le opportunità offerte da una gestione dei processi efficace ed efficiente. Miglioramento continuo, benchmark e formazione sono le leve per far rimanere le PMI competitive.
Logistics Outsourcing. Why do not any Italian SMEs adopt the externalization?Andrea Payaro
Logistics is a one of the common function that companies usually outsourced. The decision to keep this function in-house or contract with one or many third-party logistics (3PL) companies is entirely strategic and can dramatically impact any organization's bottom line. 3PL users report an average of 44% of their total logistics expenditures are related to outsourcing. 72% of firms are increasing their use of outsourced logistics services in 2015, which is up slightly from the average reported in recent years. Most developed outsourcing logistics market belongs to the U.S. with 88%. It is followed by Asia 48%, and Europe – 46% (O’Reilly, 2010). In Italy some industries can reach the 70%, in particular food, groceries and fashion (Osservatorio Contract Logistics del Politecnico di Milano). There are many researches about logistics and large enterprises. There are less studies about Small and medium-sized enterprises (SMEs) and logistics outsourcing. SMEs play a major role in the Italian economic system. Their business activities have become an important component of the Italian economy.
This paper aims to depict the adoption level of outsourcing by Italian SMEs. By direct interviews to 30 companies’ representatives we investigate which services or processes are outsourced. We investigate the reasons why companies adopt or don’t adopt the externalization. Moreover, for every company we calculate the logistics costs of simple logistics processes. In effect, we wish to compare the logistics costs communicated by the firms and the same costs calculated with ABC (Activity Based Cost) model. This research demonstrate that SMEs adopt 3PLs only for transportation. SMEs do not know all the logistics services offered by 3PLs and SMEs think the services are dedicated only to large enterprises. Finally, many companies are not able to calculate logistics costs, then they cannot compare a 3PL offer with their real costs.
Clienti on line. Solo il 2% delle aziende sorprendono il clienteAndrea Payaro
Qual è la risposta delle aziende a delle lamentele on line? Quante aziende cercano di dare delle risposte ai dubbi dei clienti su prodotti acquistati al supermercato? In questo studio, solo il 2% delle aziende fornisce valore aggiunto e inaspettato al cliente. La maggior parte delle realtà non risponde, risponde con molto ritardo o non risolve il problema del cliente.
LEAN MARKETING: GLI SPRECHI NELLE STRATEGIE DI MARKETINGAndrea Payaro
La letteratura è ricca di casi e di testi sulla filosofia lean (manufacturin, office, design accounting, etc), ma ancora poco è stato scritto sull'applicabilità della stessa al marketing. In questo articolo si vedono gli sprechi riconosciuti da Ohno in chiave di marketing.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
THE WASTES IN THE LEAN MARKETING. A PROPOSED TAXONOMY
1. In the Proceeding of
“International Conference on Business Excellence” (ICBE) 2014
October 2014 - Bucharest
THE WASTES IN THE LEAN MARKETING. A PROPOSED
TAXONOMY AND AN EXPLANATORY STUDY ON ITALIAN SMEs
Andrea PAYARO, Ph.D.
P&P Consulting & Services
Via Aldo Moro 37. I-35020 Legnaro PD ITALY
e-mail: andrea@payaro.it
Anna Rita PAPA
P&P Consulting & Services
Via Aldo Moro 37. I-35020 Legnaro PD ITALY
e-mail: annaritapapa@payaro.it
Abstract. The lean management is doing more with less by employing “lean thinking.” It involves
never ending efforts to eliminate or reduce wastes in design, manufacturing, distribution, and
customer service processes. This paper aims to develop a tools that help companies to identify the
wastes present in their strategies and give a priority to different issues identified. Moreover this study,
by an explanatory study, aims to measure the results of the application of this tools in the marketing
strategies in a sample of 12 SMEs. The main results are that the companies involved in the project
have a positive verdict on the model. In particular, the companies say that the model helps to identify
more quickly which tools use to improve the level of customer satisfaction. It is easy to use and it can
be used by all employees. Above all the model increases the level of knowledge of customers and their
needs.
Keywords: Lean Marketing, Wastes, Small and Medium-Sized Enterprises
1. Introduction to lean thinking
Competitive pressure, and the necessity to respond faster to an increasingly global and
changing market, have brought about the need for a new approach to company flexibility. As
defined in numerous studies published in literature, flexibility reflects the capacity of a
system to respond adequately and quickly to changes that are either within or outside of a
system. (Upton, 1994; Gupta and Buzacott, 1996). Authors such as Naylor have underlined
the need for businesses to develop strategies that make them more agile and lean, in other
words free of all non-value adding activities that are identified as waste (Naylor et al., 1997).
2. Ever since the first practical application at Toyota, numerous studies have been published on
how these methods can be used not only in a manufacturing context, but also in design and
innovation (Chen and Taylor, 2009). Until now, however, there are only few references for
assessing the applicability of the basic concepts of lean thinking to marketing. Following
analysis of the literature, a model is proposed here for framing the concept of waste (muda) -
as defined in lean philosophy, and scientifically recognized in the fields of manufacturing,
design and innovation - within a marketing context.
Lean manufacturing aims to reducing and where possible eliminating waste (muda),
irregularity of processes (mura) and work that is too difficult (muri) (Ohno, 1988). The basic
elements of lean are very simple, and involve providing customers the highest service or
product quality at the lowest possible cost, by eliminating or reducing everything that does
not add value (Liker, 2004; Womack et al., 1990) . Some authors claim that lean
manufacturing has given rise to a new management paradigm, resulting in the proposal of
alternative ways to manage variability and complexity based on completely different
principles from those that make up more rigid Western models. “Lean should be seen as a
direction, rather than as a state to be reached after a certain time”; lean is thus a philosophy
(Bhasin and Burcher, 2006). As the more people who buy into the belief, the more
improvements are feasible and the implementation process is facilitated (Karlson and
Ahlstrom, 1996).
2. Lean in marketing context
Ohno claims that the system applied by Toyota is not simply a “production system”, but
rather an entire business philosophy. Numerous applications of lean philosophy in various
company departments are described in literature: lean manufacturing, lean product
development (Mascitelli, 2007), lean accounting (Maskell et al., 2011; Van Der Merwe and
Thomson, 2007), lean development (Schipper and Swets, 2009; Ward, 2007). Nonetheless,
there are no many studies on the application of lean concepts to marketing. Through
examination of the literature, and starting from the model of 7 wastes used in all the contexts,
this paper intends to provide one possible model for apply the concept of waste to marketing
activities or procedures that can be considered as non-value adding.
Lowry (2003), for example, highlights how some statistics show that marketing costs account
for between 40% and 60% of a good’s selling price. In response to this claim, Lowry focuses
on the need to manage marketing activities so as to make them more efficient. This raises the
question: “If we can implement a waste reduction process in production, why can’t we apply
a similar process to marketing?”.
In his article, Lowry states the need to discuss and analyse “Lean Marketing”, creating
parallels between the five principles of lean thinking and marketing mix. Jenkins and Gregory
(2003), on the other hand, propose a different classification of waste concentrated on the
costs of communication and promotion, while they do not look at the costs of new product
development or distribution.
3. Wastes in lean marketing: a proposed model
In this paper we propose an application of the Ohno’s model and his seven wastes in the
marketing field. In accord with Gibson et al (2012) we extend Ohno’s wastes to include an
eight one. In Liker’s (2004) famous book centered on what he calls The Toyota Way, unused
employee creativity was presented as an eight waste with the purpose of capturing soft
aspects like lost ideas, unused employee skills, failure to engage in learning opportunities or
not listening to other people’s opinions.
3. Table 1: Wastes considered within a marketing context
Muda by Ohno Wastes in marketing
Over-production Information, materials or functions that exceed what
is actually needed.
Inventory No or incorrect demand forecasting. Excess unsold
products or stockouts.
Waiting Service provision or distribution times exceed what
the customer requires.
Over-processing Complex procedures in delivering value to
customers.
Transportation Logistics systems are poorly integrated and
inefficient
Motion Products or services have low levels of usability and
accessibility
Defects Defects create costs of non-quality
Talent and Creativity Failure to use people’s talents, skills and capabilities.
1 Over-production
Over-production occurs when there is a deviation between what an organisation provides in
terms of documents, information, materials or functions, and what the market effectively
needs. A function introduced on an electronic device that is not used or not needed is waste,
because that function is the result of a research and development process, and required a team
of technical personnel to design and implement, thus generating unnecessary costs. If there is
no demand for a function, document or material included with a device, then it will never
become a distinctive feature to help sway customers in the decision-making process.
2 Inventory
Inventory represents the result of excess production compared to actual market demand. Sales
forecasts are always hard to produce, above all in very dynamic and rapidly changing
economies. If not managed suitably, inventory becomes accumulated unsold material and
thus an extra cost for the company. It is very hard to make exactly the right quantity to meet
market demand, above all in industries where development times are very long or where
products need to be developed prior to demand, as in the case of consumer goods. Excess
inventory of food products, for example, often becomes waste when reaching the sell-by date
or when the product is otherwise considered unsaleable. Specific production models (example
Assembly to Order, Make to Order, and modularity) reduce the risk of unsold material
(Baldwin and Clark, 1997).
3 Waiting
Waiting is the period of time that elapses before customers receive the desired value. If
unplanned, waiting is usually viewed as waste. From the customer’s viewpoint, this period is
never seen as being pleasant. Waiting rooms or waiting lists generally arouse negative
thoughts or feelings. Moreover, nowadays time is considered to be a precious resource, so
waiting is seen as a “waste of time”. How time is perceived, in addition to how long actually
elapses, is a fundamental element in providing a service or selling goods to a customer
(Bateson, 1983).
4. 4 Transportation
Transportation of material within a supply chain does not create value, as the product is not
processed in any way; nonetheless, transportation is essential in making products available to
customers. Continuously analyzing and examining material flows from the source of raw
materials to the place of consumption, above all in a global economy, can help reduce this
form of waste. Cost reductions can be achieved by action in different areas and not only by
reducing inventory by streamlining purchasing procedures or provide and request forecasts
(Holmström et al., 2002).
5 Over-processing
This occurs when complex solutions are chosen over simpler ones, in relation to any process.
In practice, it means more resources are used than needed. This type of waste is hard to
identify and eliminate. Lean principles can be applied to the marketing planning process,
making sure the right resources are used, without unnecessary waste. Long-term market
research, for example, conducted without truly understanding customers and their desires, can
lead to solutions being developed that are quite different from those that are needed (Norman,
1998).
6 Motion
Every time a person moves their body as part of an action or task that does not directly add
value to or perceive value from a product, such motion is considered unproductive. Take for
example an ecommerce website: a purchase procedure that requires several “clicks” before
completing the transaction can be considered wasteful, as it creates unnecessary motion or
may even annoy the customer the extent where they decide to abandon the procedure (Van
den Poel and Buckinx, 2005). This concept is referred to as usability and accessibility. ISO
9241-171 defines accessibility as the usability of a system by the largest possible range of
users.
7 Defects
Defects in a product are never viewed by consumers as being positive. Defects are a form of
waste, and occur when the system (product, service or environment) does not meet the
specified quality conditions.
The costs of non-quality are not easy to forecast nor determine directly, and are often
completely or partly underestimated, above all without systematic assessment of business
risks. It is interesting to examine the concept of cost of quality as summarized by Crosby
(1980). The author states that: “Quality is free. It’s not a gift, but it is free. What costs money
are the ‘unquality’ things”.
8 Talent and Creativity
The main cost of the waste of talent within the organization is in time wasted to make
improvements and meet changing customer requirements (Gibbson et al., 2012). Company
will be far slower at making improvements and solving problems if it relies only on its
“experts” to come up with the ideas, whilst engineers, supervisors and managers may be
highly skilled they are small in number compared to other employees. Liker (2004) says:
5. "Unused employee creativity is a waste. Losing time, ideas, skills, improvements, and
learning opportunities by not engaging or listening to your employees".
3. The methodology
The research was carried out on a sample of twelve Italian SMEs localized in the north east
area. This geographical area is considered one of the most productive in the country and it’s
characterized by a high concentration of small and medium-sized enterprises (over 99%).
One of the objectives of this research is to test the model applicability on different industries,
indeed the companies that belong to this project have different business, like manufacture and
mining equipment, manufacture of wood stoves, and cars dealing. The companies were
selected on a voluntary basis.
The proposed model is articulated in four different phases:
1) presentation of lean marketing and the scope of the project to company employees – in this
phase we emphasize the concept of waste;
2) Measurement of the wastes. The wastes relief come from analysis of documents, and data
gathered usually by customer service (i.e. percentage of claims, number of defects, lead time
to ship, etc.). Moreover, we interview Chief Executive Officers (CEOs), sale force, R&D, and
customer service. Every waste is a part of a questionnaire and in the questionnaire every
waste has several questions. From the data gathered we determine a rating and this represent
the “As Is”.
3) Measurement of the ideal state of the wastes. We evaluate what is the target of reduction
or improving for every waste. With a new questionnaire to CEOs, salesforce, R&D, and
customer service, we investigate the “desired situation”. The answers are based on a Likert
scale with the typical five-levels. The data collected give a rating for every waste and this
represent the “To Be”.
4) Identification of critical waste and strategy's determination to improve products or
processes. All the information are elaborated and we obtain a Kiviat diagram (see figure n. 1).
The red line represents the “As Is” status, while the green line represent the “To Be” status.
Figure 1: The Kiviat diagram and an example of high priority waste
The waste we must reduce is characterized by a high gap between the “As Is” state and the
“To Be” state. This situation represents an high discrepancy and it needs a project to remove
the no-value added activities. In every case, the improving factors are characterized by a great
“As Is” status. When a waste is identified, company develop a strategy to improve the
process or the product. Company will target their effort to reduce the gap using tools like
Makigami, Qfd, Postponement, etc.
6. After one year from the start of this project, we sent by email a questionnaire to the twelve
companies. All questions are structured with a Likert scale. We aimed to record a level of
satisfaction about the model proposed. In the following table there are summarized the main
results.
Table 2: Level of satisfaction after the application of the proposed model (sample 12 companies)
Questions Average δ
The used representation is useful to take a strategic decision. 4,3 0,62
With this model we reduce the time to improve a process or a
4,0 0,85
product.
The model increases the level of knowledge of customers 4,3 0,65
Our company knew the lean management 4,8 0,45
Our company made use of the lean philosophy in marketing context 1,7 0,78
The model is difficult to implement 1,5 0,80
Only managers can use this representation 1,5 0,67
With this model we reduce the costs of improvement 3,6 0,67
The model helps to identify more quickly which tools are useful to
4,6 0,51
improve the level of customer satisfaction
The model doesn’t increases the level of customer satisfaction 1,3 0,45
4. Conclusions
The first result is that the eight wastes classification should be valid in marketing context.
Moreover, the companies involved in the project have a positive verdict on the model. In
particular, the companies say that the model is easy to use, increases the level of knowledge
of customers and it’s useful to increases the level of customer satisfaction.
Unfortunately the model needs a good knowledge of the target market, obtainable through
regular survey on customers. In order to improve the application of the model is necessary to
identify a rating system to give priority to the various improvement projects that are
identified in a company.
At the end of the project, all twelve SMEs are using this model to identify the wastes in their
marketing strategies. All enterprises declare that this classification is a useful method to take
evidence of non value added activities.
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