経営学・会計学 — 全 下位分類

Omni-Channel Retail and the Supply Chain

The days of going to the local department store to buy a television, view the options available, and make a purchase now seem "quaint." The emergence of the internet, smartphones, social media, and other technologies has opened a world of new options for consumers (and businesses) to review, research, and buy online with an ever-increasing array of delivery options.

The emergence of e-commerce has resulted in what is commonly known today as "omni-channel" marketing, in which customers engage with companies in a variety of ways, including in a physical store or online via websites and mobile apps. This process puts the supply chain "front and center," as consumers are increasingly demanding and browsing, buying, and returning goods through various channels, not just the traditional "brick and mortar" way. To accomplish this with high levels of service while remaining profitable requires real-time visibility of inventory across the supply chain and a single view of consumers as they continuously move from one channel to another.

While this is a boon to consumers, it has made the already complex global supply chain even more challenging to manage. On top of that, the 2020 Covid19 pandemic has accelerated this omni-channel retail trend, as consumers need even more ways to order and additional options for last-mile delivery, such as curbside pickup. Covid19 has exposed a lack of flexibility and readiness, resulting in shortages of everything from toilet paper and meats to personal protective equipment (PPE) and ventilators. It has been a real-life example of the "bullwhip effect," where variability at the consumer end of the supply chain results in increased variability as one goes upstream towards distributors, manufacturers, and suppliers. This results in shortages, misallocations, and increased costs.

No longer can a manufacturer, distributor, or retailer of consumer products just "fill the pipeline" and wait for orders to come in. Now, they must anticipate various purchases and delivery items, while at the same time minimizing costs. To do this is no easy task, requiring a Lean, agile, and responsive supply chain.

Until now, there was no existing "playbook" for organizations to navigate their way through this new world. This book describes the impact of omni-channel marketing on the supply chain and logistics functions, and is intended to help management meet the needs of not only today's ever-changing world but to anticipate what may be required in the future to achieve superior customer service, profitability, and a competitive advantage.

This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques- from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices.

The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities.

Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics

Portfolio Management in Practice, Volume 1: Investment Management delivers a comprehensive overview of investment management for students and industry professionals.

As the first volume in the CFA Institute's new Portfolio Management in Practice series, Investment Management offers professionals looking to enhance their skillsets and students building foundational knowledge an essential understanding of key investment management concepts. Designed to be an accessible resource for a wide range of learners, this volume explores the full portfolio management process.

Inside, readers will find detailed coverage of:

• Forming capital market expectations
• Principles of the asset allocation process
• Determining investment strategies within each asset class
• Integrating considerations specific to high net worth individuals or institutions into chosen strategies
• And more

To apply the concepts outlined in the Investment Management volume, explore the accompanying Portfolio Management in Practice, Volume 1: Investment Management Workbook. The perfect companion resource, this workbook aligns chapter-by-chapter with Investment Management for easy referencing so readers can draw connections between theoretical content and challenging practice problems.

Featuring contributions from the CFA Institute's subject matter experts, Portfolio Management in Practice, Volume 1: Investment Management distills the knowledge forward-thinking professionals will need to succeed in today's fast-paced financial world.

Salespeople are leveraging technological developments and shaping the evolution of customer orientation. At the same time, there are challenges and opportunities from artificial intelligence and digitalization. This book looks at these topics and explores ways that entrepreneurs and family business owners can overcome sales challenges and use professional selling to grow their business as well as what can sales managers do to attract talented millennials and Gen Z salespeople and keep them motivated. Traditional sales concepts and process practiced in the developed economies may apply to emerging economies and one chapter looks at this process. Lastly, the book explores what business executives can do to promote an ethical climate while reducing salespersons' burnout and strain.

Academically rigorous and user friendly, these pages explore timely concepts that are important for researchers, practitioners, and scholars in the sales field.

This book addresses how digitalization influences markets, and attempts to put research on digitalized markets center-stage. It explores digitalized markets through empirically based theorizing concerning the consequences of digitalization for mundane markets. The individual chapters explore several mundane markets, including personal transportation, temporary accommodation, fashion clothing, concert tickets, and web shopping. They employ a variety of useful concepts and methods to approach the complexity of digitalization of markets.

Based on these accounts, the digitalization of markets is conceived as comprising transformation of three main aspects of markets. First, digitalization transforms the elements of markets, such as actors, devices, objects, and places that contribute to constitute markets. Second, digitalization alters market processes, or developmental event sequences by changing the activities that contribute to produce the market and thus how markets develop and take form. Third, digitalization has implications for the overall forms that markets assume in terms of how market elements and processes are linked and organized.

The volume provides important contributions to our understanding of digitalized markets both through rich empirical accounts of a variety of market contexts and through conceptual developments that improve our ability to analytically deal with the market consequences of digitalization.

The chapters in this book were originally published as a special issue of Consumption Markets & Culture.

Capital structure choice is essential for an institution to maximize its value. Because the institution's decision maker decides how to finance projects before making investment decisions, its financial decisions ultimately affect every aspect of operations thereafter. This book discusses several key theories of corporate capital structure to answer how funding structure shapes an institution's value.

In this book, the author emphasizes the microeconomic foundations of capital structure theory. He shows how various microeconomic frameworks, such as price and game theories, principal-agent model, and mechanism design, can be applied to solve the optimal capital structure of a firm. By getting used to optimizing corporate capital structures subject to various constraints via microeconomic frameworks, readers will become capable of investigating how to finance projects in their own setups. Thus, this book not only informs readers of specific knowledge but also provides them with tools to solve new problems that they will face in their future.

This book will be a valuable resource for students of corporate finance at the postgraduate or doctoral level and will serve as the material for professional training aimed at practitioners and regulators with technical expertise.

In the context of rapid ICT development, this book focuses on how gamification affects consumer engagement and can be used to create a shared value for customers and companies. Based on the constructs of shared value, consumer engagement and gamification, it creates a conceptual model and a research methodology to enable empirical testing and provide complex empirical research findings. The book demonstrates the use of game elements and the motivation to play games as a means of achieving a psychological effect, i.e., consumer engagement manifested through gamified activities and brand engagement.

This joint empirical study, by an expert team, concludes that the analysis of consumer perceived value in the context of engagement in gamified activities should distinguish between not just the theoretically identified company/brand-related economic, emotional, functional and social values, but also between engagement-related social and functional values.

This book presents new methodologies for rating non-financial issuers and project ratings based on the BFO (Brusov-Filatova-Orekhova) theory of capital cost and structure, and its perpetuity limit (Modigliani-Miller theory), as well as modern investment models created by the authors.

It first provides a critical analysis of the methodological and systemic shortcomings of the current credit ratings of non-financial issuers and project ratings. In order to increase the objectivity and accuracy of rating assessments, it then modifies the BFO theory for companies of arbitrary age as well as and the perpetuity limit (Modigliani-Miller theory) for rating needs. The authors also incorporate the financial indicators used in the rating methodology into both the BFO theory and the Modigliani-Miller theory. Within the framework of the modified BFO theory for rating needs, they then present a detailed study of the dependence of the weighted average cost of capital of WACC, used asthe discount rate for discounting financial flows, on the financial ratios used in the rating, on the age of the company, on the leverage level and on the level of taxation for a wide range of values of equity cost and debt cost for companies of arbitrary age. This makes it possible to correctly assess of the discount rate, taking into account the values of financial ratios.

The use of well-established corporate finance theories (BFO theory and its perpetuity limit) opens up new horizons in the rating industry, providing an opportunity to switch from mainly qualitative methods for determining the creditworthiness of issuers to mainly quantitative methods in rating, and as such improving the quality and accuracy of rating scores.

Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience.

Experiential Marketing incorporates 36 international case studies from 12 key sectors, from technology, consumer goods, and B2B to luxury, events, and tourism sectors. With a selection of case studies from leading brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York Times, Pfizer, and Amtrak, the reader will learn and practice the experiential marketing tools and strategies through these examples. Expert testimonials, practical applied exercises, and the author's online videos provide both theoretical foundations and concrete application.

This is a must-read for advanced undergraduate and postgraduate Marketing and Customer Experience students and an excellent teaching resource. It should also be of great use to practitioners - particularly those studying for professional qualifications - who are interested in learning experiential marketing strategies and developing knowledge about the way big brands in different sectors are designing the customer experience online and offline.

Online material includes lecture slides, a test bank of questions, an instructor's manual, and explanatory videos.

This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.

Machine Learning and Artificial Intelligence in Marketing and Sales explores the ideas, and the statistical and mathematical concepts, behind Artificial Intelligence (AI) and machine learning models, as applied to marketing and sales, without getting lost in the details of mathematical derivations and computer programming.

Bringing together the qualitative and the technological, and avoiding a simplistic broad overview, this book equips those in the field with methods to implement machine learning and AI models within their own organisations. Bridging the "Domain Specialist - Data Scientist Gap" (DS-DS Gap) is imperative to the success of this and chapters delve into this subject from a marketing practitioner and the data scientist perspective. Rather than a context-free introduction to AI and machine learning, data scientists implementing these methods for addressing marketing and sales problems will benefit most if they are exposed to how AI and machine learning have been applied specifically in the marketing and sales contexts.

Marketing and sales practitioners who want to collaborate with data scientists can be much more effective when they expand their understanding across boundaries to include machine learning and AI.

Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory while keeping in mind megatrends such as climate crisis, economic inequality and digital connectivity. It also considers how such major changes affect consumer societies, cultures and individuals, especially those from Generations Y and Z.

Each chapter is built around a theme that encapsulates current theoretical and professional debates around consumption, consumers and marketing. Examples and up-to-date case studies throughout the book explore how brands are adapting to current circumstances across Generations X, Y and Z and investigate the state of marketing at a time of flux.

This book is essential reading for undergraduates, postgraduates and practitioners interested in marketing and consumer behaviour.

Sports are big business. Most companies want to expand into global markets, enhance their brand and understand varying market conditions.

This textbook supports sports marketing students as they learn about the challenges and opportunities that are specific to the global sports industry. Written from the perspective of different stakeholders in the sports sector, such as fans, sports entity holders, clubs, sponsors and the sports media, it offers a holistic view of this evolving and ever-changing industry.

Taking a truly global approach, this textbook helps students understand the current issues facing sports marketing professionals and is relevant across all regions of the world. Drawing on the author's years of industry and teaching experience, it blends theory and practice with case studies including the International Olympic Committee and FIFA. Crucially, the book provides comprehensive coverage of hot topics such as sports governance, digital marketing, and the globalization of the sports product.

Written in an accessible style and accompanied by a full suite of online resources, this textbook is for ideal for anyone looking to excel as a sports marketer or progress within the wider sports industry. It is a valuable resource for Sports Marketing courses at undergraduate, postgraduate and MBA levels.

Learn to build an analytics community in your organization from scratch

How to Build a Data Community shows readers how to create analytics and data communities within their organizations. Celebrated author Eva Murray relies on intuitive and practical advice structured as step-by-step guidance to demonstrate the creation of new data communities.

How to Build a Data Community uses concrete insights gleaned from real-world case studies to describe, in full detail, all the critical components of a data community. Readers will discover:

• What analytics communities are and what they look like
• Why data-driven organizations need analytics communities
• How selected businesses and nonprofits have applied these concepts successfully and what their journey to a data-driven culture looked like.
• How they can establish their own communities and what they can do to ensure their community grows and flourishes

Perfect for analytics professionals who are responsible for making policy-level decisions about data in their firms, the book is also a must-have for data practitioners and consultants who wish to make positive changes in the organizations with which they work.

Learn how to get in on the ground floor of the booming cannabis industry with this comprehensive guide

Investing in Cannabis: The Next Great Investment Opportunity examines the rapidly expanding world of cannabis investment. Written by a renowned expert in "vice investing," Investing in Cannabis takes an in-depth look at all aspects of publicly traded stocks in the cannabis industry for medical or recreational use, including:

• CBD / hemp companies
• Cannabis oil extraction
• Cannabis cultivation / agriculture companies
• Biotech / pharmaceutical companies

This book focuses on the status and history of cannabis legalization plus concrete examples that every day investors can use to make intelligent and informed investments in any sector of the modern, legal cannabis industry. With an emphasis on good lists and data, the author guides readers through the ins and outs of the booming cannabis industry and attempts to distinguish between future breakout success stories and future busts.

Investing in Cannabis is perfect for any person or institutional investor seeking to diversify their portfolio to include investments in this up-and-coming industry.

This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.

Consumer Behaviour and Social Network Sites tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of web users' behaviours with regards to negative social eWOM and how it can alter their decision-making journey.

The book concludes with several strategies and key takeaways to deal with and prevent negative social eWOM. Most books on WOM are purely professional and lack the theoretical contextualization of the issue. Moreover, they often provide insights on brand-to-consumer conversation but not consumer-to-consumer (C2C) communication. This short book provides marketing academics, students and practitioners with an important insight into these C2C communications that can potentially be harmful to brands.

This book presents new approaches to logistics solutions in global environments, with a special focus on collaborative logistics and intermodality. Contributions in this book are linked to two major initiatives in global logistics - H2020 MSCA-RISE-EU project EC-Asia Research Network on Integration of Global and Local Agri-Food Supply Chains Towards Sustainable Food Security (GOLF), and the ?International Conference on Logistics & Supply Chain (CiLOG). Topics covered in this book are: global logistics environments in manufacturing industries, key logistic decision-making parameters, global logistics management and its impact on container logistics processes, logistic market clusters and many more.

• Gain an understanding of the Jobs to Be Done (JTBD) approach
• Take a closer look at the Ferrero neuroscience study that supports JTBD
• See updated and relevant case studies of JTBD at work
• Discover how to engage customers through digital touchpoints

What does luxury value mean? What constitutes luxury, and what does not? While previous research has focused on luxury as a global business and how companies have generated, communicated and monetized luxury, this book draws on empirical research to examine how consumers understand and interact with it. It identifies the components of luxury value, as seen by consumers, and the most influential factors that shape these perceptions. Drawing on a range of disciplinary approaches, the author investigates how consumer segments differ in their perception of luxury products, and how different generations understand value. A comprehensive overview of consumer perceptions of luxury, this book is a must-read for those students and researchers interested in luxury studies.

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book.

The book not only builds on the existing classic literature for industrial goods marketing but also - and much more importantly - finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.