The Experts below are selected from a list of 360 Experts worldwide ranked by ideXlab platform
Katherine Taken Smith - One of the best experts on this subject based on the ideXlab platform.
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longitudinal study of green Marketing Strategies that influence millennials
Journal of Strategic Marketing, 2012Co-Authors: Katherine Taken Smith, Tracy R BrowerAbstract:Many companies are increasing their efforts to have sustainable operations and offer environmentally preferable products. However, consumers are often unaware of the environmental benefits because the companies are not communicating in ways that are compatible with the consumer's schema regarding environmental issues. The current study identifies emerging Marketing Strategies that are influencing Millennials' awareness of environmentally preferable products and also impacting their consumption behavior. Data were collected over a three-year period. Results indicate Millennials are taking note of a company's reputation, reading product labels, and looking for clues on product packaging to discern if a product is environmentally preferable. Specific symbols and terms are identified as being effective in conveying the green message.
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longitudinal study of digital Marketing Strategies targeting millennials
Journal of Consumer Marketing, 2012Co-Authors: Katherine Taken SmithAbstract:Purpose – The purpose of this study is to determine which digital Marketing Strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital Marketing aimed at Millennials, but the Marketing Strategies must be perceived positively by this online generation.Design/methodology/approach – Data were collected over a three‐year period (2009 to 2011) by surveying Millennials at a prominent southwest US university.Findings – Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital Marketing Strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews.Practical implications – By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital Marketing aimed at this market segment can be increased. Recommendat...
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longitudinal study of digital Marketing Strategies targeting millennials
2012Co-Authors: Katherine Taken SmithAbstract:Purpose- The purpose of this study is to determine which digital Marketing Strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital Marketing aimed at Millennials, but the Marketing Strategies must be perceived positively by this online generation. Design/methodology/approach- Data were collected over a three-year period (2009 to 2011) by surveying Millennials at a prominent southwest US university. Findings- Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital Marketing Strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews. Practical implications- By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital Marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews. Originality/value- Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital Marketing aimed at Millennials, but the Marketing Strategies must be perceived positively by this generation.
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longitudinal study of green Marketing Strategies that influence millennials
Social Science Research Network, 2012Co-Authors: Katherine Taken Smith, Tracy R BrowerAbstract:Many companies are increasing their efforts to have sustainable operations and offer environmentally-preferable products. However, consumers are often unaware of the environmental benefits because the companies are not communicating in ways that are compatible with the consumer’s schema regarding environmental issues. The current study identifies emerging Marketing Strategies that are influencing Millennials’ awareness of environmentally-preferable products and also impacting their consumption behavior. Data was collected over a three-year period. Results indicate Millennials are taking note of a company’s reputation, reading product labels, and looking for clues on product packaging to discern if a product is environmentally-preferable. Specific symbols and terms are identified as being effective in conveying the green message.
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digital Marketing Strategies that millennials find appealing motivating or just annoying
Journal of Strategic Marketing, 2011Co-Authors: Katherine Taken SmithAbstract:With the increasing usage of digital media by consumers, more companies are using digital Marketing to reach their target markets. The purpose of this study is to examine various Marketing Strategies that are commonly used in digital media and ascertain which ones are preferred by Millennials and are effective in influencing behavior. Millennials have been identified as a driving force behind online shopping. While there have been numerous studies about online advertising, there has been little academic research focused on what types of digital Marketing Strategies are preferred by Millennials and which ones influence their behavior. A survey of 571 Millennials indicated a preference for online coupons and side-panel ads; Millennials do not like pop-up advertising. Graphics are highly effective in grabbing their attention. Millennials will repeatedly visit a website that has competitive prices and good shipping rates. If given an incentive, such as a discount or reward, Millennials will write an online pr...
John H Sanders - One of the best experts on this subject based on the ideXlab platform.
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new technologies Marketing Strategies and public policy for traditional food crops millet in niger
Agricultural Systems, 2006Co-Authors: Tahirou Abdoulaye, John H SandersAbstract:Abstract New technology introduction in this semiarid region of the Sahel is hypothesized to be made more difficult by three price problems in the region. First, staple prices collapse annually at harvest. Secondly, there is a between year price collapse in good and very good years due to the inelastic demand for the principal staple, millet, and the large changes in supply from weather and other stochastic factors. Thirdly, government and NGOs intervene in adverse rainfall years to drive down the price increases. Marketing Strategies were proposed for the first two price problems and a public policy change for the third. To analyze this question at the firm level a farm programming model was constructed. Based upon surveying in four countries, including Niger, farmers state that they have two primary objectives in agricultural production, first achieving a harvest income target and secondly achieving their family subsistence objective with production and purchases later in the year. Farmers are observed selling their millet at harvest and rebuying millet later in the year. So the first objective takes precedence over the second. A lexicographic utility function was used in which these primary objectives of the farmer are first satisfied and then profits are maximized. According to the model new technology would be introduced even without the Marketing Strategies. However, the Marketing Strategies accelerated the technology introduction process and further increased farmers’ incomes. Of the three Marketing-policy changes only a change in public policy with a reduction of the price depressing effect (cereal imports or stock releases) substantially increases farmers’ incomes in the adverse years. In developed countries crop insurance and disaster assistance is used to protect farmers in semiarid regions during bad and very bad (disaster) rainfall years. In developing countries finding alternatives to the poverty-nutritional problems of urban residents and poor farmers to substitute for driving down food prices in adverse years could perform the same function as crop insurance in developed countries of facilitating technological introduction by increasing incomes in adverse rainfall years in developed countries.
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new technologies Marketing Strategies and public policy for traditional food crops millet in niger
Staff Papers, 2005Co-Authors: Tahirou Abdoulaye, John H SandersAbstract:New technology introduction in this semiarid region of the Sahel is hypothesized to be made more difficult by three price problems in the region. First, staple prices collapse annually at harvest. Secondly, there is a between year price collapse in good and very good years due to the inelastic demand for the principal staple, millet, and the large changes in supply from weather and other stochastic factors. Thirdly, government and NGOs intervene in adverse rainfall years to drive down the price increases. Marketing Strategies were proposed for the first two price problems and a public policy change for the third. To analyze this question at the firm level a farm programming model was constructed. Based upon surveying in four countries, including Niger, farmers state that they have two primary objectives in agricultural production, first achieving a harvest income target and secondly achieving their family subsistence objective with production and purchases later in the year. Farmers are observed selling their millet at harvest and rebuying millet later in the year. So the first objective takes precedence over the second. A lexicographic utility function was used in which these primary objectives of the farmer are first satisfied and then profits are maximized. According to the model new technology would be introduced even without the Marketing Strategies. However, the Marketing Strategies accelerated the technology introduction process and further increased farmers' incomes. Of the three Marketing-policy changes only a change in public policy with a reduction of the cereal imports substantially increases farmers' incomes in the adverse years. In developed countries crop insurance and disaster assistance is used to protect farmers in semiarid regions during bad and very bad (disaster) rainfall years. In developing countries finding alternatives to the poverty-nutritional problems of urban residents and poor farmers to substitute for driving down food prices in adverse years could perform the same function as crop insurance in developed countries of facilitating technological introduction by increasing incomes in adverse rainfall years.
Tracy R Brower - One of the best experts on this subject based on the ideXlab platform.
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longitudinal study of green Marketing Strategies that influence millennials
Journal of Strategic Marketing, 2012Co-Authors: Katherine Taken Smith, Tracy R BrowerAbstract:Many companies are increasing their efforts to have sustainable operations and offer environmentally preferable products. However, consumers are often unaware of the environmental benefits because the companies are not communicating in ways that are compatible with the consumer's schema regarding environmental issues. The current study identifies emerging Marketing Strategies that are influencing Millennials' awareness of environmentally preferable products and also impacting their consumption behavior. Data were collected over a three-year period. Results indicate Millennials are taking note of a company's reputation, reading product labels, and looking for clues on product packaging to discern if a product is environmentally preferable. Specific symbols and terms are identified as being effective in conveying the green message.
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longitudinal study of green Marketing Strategies that influence millennials
Social Science Research Network, 2012Co-Authors: Katherine Taken Smith, Tracy R BrowerAbstract:Many companies are increasing their efforts to have sustainable operations and offer environmentally-preferable products. However, consumers are often unaware of the environmental benefits because the companies are not communicating in ways that are compatible with the consumer’s schema regarding environmental issues. The current study identifies emerging Marketing Strategies that are influencing Millennials’ awareness of environmentally-preferable products and also impacting their consumption behavior. Data was collected over a three-year period. Results indicate Millennials are taking note of a company’s reputation, reading product labels, and looking for clues on product packaging to discern if a product is environmentally-preferable. Specific symbols and terms are identified as being effective in conveying the green message.
Tahirou Abdoulaye - One of the best experts on this subject based on the ideXlab platform.
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new technologies Marketing Strategies and public policy for traditional food crops millet in niger
Agricultural Systems, 2006Co-Authors: Tahirou Abdoulaye, John H SandersAbstract:Abstract New technology introduction in this semiarid region of the Sahel is hypothesized to be made more difficult by three price problems in the region. First, staple prices collapse annually at harvest. Secondly, there is a between year price collapse in good and very good years due to the inelastic demand for the principal staple, millet, and the large changes in supply from weather and other stochastic factors. Thirdly, government and NGOs intervene in adverse rainfall years to drive down the price increases. Marketing Strategies were proposed for the first two price problems and a public policy change for the third. To analyze this question at the firm level a farm programming model was constructed. Based upon surveying in four countries, including Niger, farmers state that they have two primary objectives in agricultural production, first achieving a harvest income target and secondly achieving their family subsistence objective with production and purchases later in the year. Farmers are observed selling their millet at harvest and rebuying millet later in the year. So the first objective takes precedence over the second. A lexicographic utility function was used in which these primary objectives of the farmer are first satisfied and then profits are maximized. According to the model new technology would be introduced even without the Marketing Strategies. However, the Marketing Strategies accelerated the technology introduction process and further increased farmers’ incomes. Of the three Marketing-policy changes only a change in public policy with a reduction of the price depressing effect (cereal imports or stock releases) substantially increases farmers’ incomes in the adverse years. In developed countries crop insurance and disaster assistance is used to protect farmers in semiarid regions during bad and very bad (disaster) rainfall years. In developing countries finding alternatives to the poverty-nutritional problems of urban residents and poor farmers to substitute for driving down food prices in adverse years could perform the same function as crop insurance in developed countries of facilitating technological introduction by increasing incomes in adverse rainfall years in developed countries.
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new technologies Marketing Strategies and public policy for traditional food crops millet in niger
Staff Papers, 2005Co-Authors: Tahirou Abdoulaye, John H SandersAbstract:New technology introduction in this semiarid region of the Sahel is hypothesized to be made more difficult by three price problems in the region. First, staple prices collapse annually at harvest. Secondly, there is a between year price collapse in good and very good years due to the inelastic demand for the principal staple, millet, and the large changes in supply from weather and other stochastic factors. Thirdly, government and NGOs intervene in adverse rainfall years to drive down the price increases. Marketing Strategies were proposed for the first two price problems and a public policy change for the third. To analyze this question at the firm level a farm programming model was constructed. Based upon surveying in four countries, including Niger, farmers state that they have two primary objectives in agricultural production, first achieving a harvest income target and secondly achieving their family subsistence objective with production and purchases later in the year. Farmers are observed selling their millet at harvest and rebuying millet later in the year. So the first objective takes precedence over the second. A lexicographic utility function was used in which these primary objectives of the farmer are first satisfied and then profits are maximized. According to the model new technology would be introduced even without the Marketing Strategies. However, the Marketing Strategies accelerated the technology introduction process and further increased farmers' incomes. Of the three Marketing-policy changes only a change in public policy with a reduction of the cereal imports substantially increases farmers' incomes in the adverse years. In developed countries crop insurance and disaster assistance is used to protect farmers in semiarid regions during bad and very bad (disaster) rainfall years. In developing countries finding alternatives to the poverty-nutritional problems of urban residents and poor farmers to substitute for driving down food prices in adverse years could perform the same function as crop insurance in developed countries of facilitating technological introduction by increasing incomes in adverse rainfall years.
Uri Wilensky - One of the best experts on this subject based on the ideXlab platform.
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evolving viral Marketing Strategies
Genetic and Evolutionary Computation Conference, 2010Co-Authors: Forrest Stonedahl, William Rand, Uri WilenskyAbstract:One method of viral Marketing involves seeding certain consumers within a population to encourage faster adoption of the product throughout the entire population. However, determining how many and which consumers within a particular social network should be seeded to maximize adoption is challenging. We define a strategy space for consumer seeding by weighting a combination of network characteristics such as average path length, clustering coefficient, and degree. We measure strategy effectiveness by simulating adoption on a Bass-like agent-based model, with five different social network structures: four classic theoretical models (random, lattice, small-world, and preferential attachment) and one empirical (extracted from Twitter friendship data). To discover good seeding Strategies, we have developed a new tool, called BehaviorSearch, which uses genetic algorithms to search through the parameter-space of agent-based models. This evolutionary search also provides insight into the interaction between Strategies and network structure. Our results show that one simple strategy (ranking by node degree) is near-optimal for the four theoretical networks, but that a more nuanced strategy performs significantly better on the empirical Twitter-based network. We also find a correlation between the optimal seeding budget for a network, and the inequality of the degree distribution.
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evolving viral Marketing Strategies
Social Science Research Network, 2010Co-Authors: Forrest Stonedahl, William Rand, Uri WilenskyAbstract:One method of viral Marketing involves seeding certain consumers within a population to encourage faster adoption of the product throughout the entire population. However, determining how many and which consumers within a particular social network should be seeded to maximize adoption is challenging. We define a strategy space for consumer seeding by weighting a combination of network characteristics such as average path length, clustering co-efficient, and degree. We measure strategy eff ectiveness by simulating adoption on a Bass-like agent-based model, with five diff erent social network structures: four classic theoretical models (random, lattice, small-world, and preferential attachment) and one empirical (extracted from Twitter friendship data). To discover good seeding Strategies, we have developed a new tool, called BehaviorSearch, which uses genetic algorithms to search through the parameter-space of agent-based models. This volutionary search also provides insight into the interaction between Strategies and network structure. Our results show that one simple strategy (ranking by node degree) is near-optimal for the four theoretical networks, but that a more nuanced strategy performs signifi cantly better on the empirical Twitter-based network. We also find a correlation between the optimal seeding budget for a network, and the inequality of the degree distribution.
