Parissa Haghirian

Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. Possibilities for marketers are numerous, but many aspects of mobile marketing still need further investigation. Especially, the topic of mobile advertising (m-advertising) is of major interest. M-advertising addresses consumers with individualized advertising messages via mobile devices. The underlying paper discusses the relevance of m-advertising and investigates how perceived advertising value of mobile marketing can be increased. The analysis is based on a study among consumers. All together a quota sample of 815 mobile phone users was interviewed. The results indicate that the message content is of greatest relevance for the perceived advertising value, while a high frequency of message exposure has a negative impact on it.

An investigation and conceptual model of SMS marketing

Mobile marketing, also known as wireless marketing, promises vast opportunities. Still in an experimental phase, businesses have little experience using this new marketing tool. Mobile services offer companies powerful marketing potential via direct communication with consumers, anytime and anywhere, but little research on this subject exists. This paper discusses Short Message Services (SMS), which belong to the first and most successful forms of mobile data transmission. Based on a literature review and exploratory qualitative research, this paper defines mobile marketing, describes its most popular application, text messaging, introduces a conceptual model of success factors for implementing mobile marketing, and proposes future research avenues.

Enriching Global Marketing Education with Virtual Classrooms an Effectiveness Study

Global marketing education is embedded in an increasingly global high-tech business environment. Business practices and marketing education are strongly influenced by these developments. New technologies are successfully implemented in university curricula to improve the effectiveness of teaching and the cooperation between universities in management teaching. This paper deals with the usage and effectiveness of virtual classrooms in the global marketing curriculum and empirically investigates the antecedents of successful teaching in such an environment. The investigation is based on case teaching endeavors connecting up to three university classrooms in various countries. All together, some 90 students participated in the joint teaching sessions. The study presented was conducted in four countries (China, France, Spain and Austria) over a one-year period. The results of the research indicates that instructor empathy and classroom interaction have the highest impact on teaching effectiveness in the virtual classroom.

Nonaka Revisited: Can Japanese Companies Sustain Their Knowledge Management Processes in the 21st Century?

Even if the complex concept of the knowledge economy can be traced back to an influential essay written by Fritz Machlup in 1962, the term has only received extensive attention in recent decades (Godin, 2008, p. 4). Nowadays, most scholars agree that intangible assets are far more important for a firm’s success than their tangible counterparts. Aside from the traditional production factors crucial for a firm’s success (land, labor and capital), knowledge is nowadays considered as equally important (Wickramasinghe and Von Lubitz, 2007, pp. 2–3). Peter Drucker, a much-cited leading thinker in the field of management practices, emphasized the need for knowledge workers inside a company already in the 1960s and stressed their critical role for a firm’s sustainable success (Nonaka and Takeuchi, 1995, p. 43; Empson, 1999, p. 67). Being most valuable as an intangible good, knowledge is very hard to manage in the classical way. An individual who possesses expertise in a certain field might take his knowledge with him by leaving the company. Likewise, an organization can acquire new knowledge and therefore increase the organization’s potential by employing new workers or engaging in projects jointly with non-organizational parties.

Remastering contemporary enterprise performance management systems

Purpose This paper aims to investigate current trends in selected management systems and analyses their mutual synergy effects to remaster contemporary enterprise performance management systems in the business sphere. Design/methodology/approach This research involves assembling key academic texts and other literature on the subject of changes in management systems worldwide and their influence on remastering contemporary enterprise performance management systems. The literature is reviewed using a systematic approach. More than 3,000 papers and studies are identified and content analysed. Findings The main trends and emerging themes of management practices in the current business world and their synergy effects are identified, reviewed and classified. Originality/value The field of performance management systems and their remastering based on individual corporate needs is an emergent area of study. This paper is relevant to academics, as well as the corporate world, because it introduces summarized results from an extensive number of published studies on the topic of trends in current management systems, their mutual synergy effects and their influence on performance management systems.

Major factors affecting contemporary Japanese business environment

Purpose - – The purpose of this paper is to investigate factors influencing contemporary Japanese business environment mainly in the field of strategic management and, therefore, having influence on corporate performance and its measurement in selected manufacturing companies located in Japan in respect to their key business perspectives focused on people, processes and systems, innovations, finance, social responsibility and ecology, and that in relation to ongoing economic crises and a fundamental transformation of mature societies (in particular in USA, Japan and Western Europe). Design/methodology/approach - – The research involved assembling key academic and other literature on the subject of trends in strategic management and performance measurement in Japan as well as semi-structured interviews with managers within manufacturing companies located in Japan that deal with performance measurement, finance, strategic management, etc. and a review of various internal management reports. Findings - – The research has been useful in identifying companies that respond to current changes and trends the fastest and the most effective. Research limitations/implications - – Among the limitations of the conclusions belongs rather a small sample of companies involved in the research. Moreover, the respondents may have seen their own company more favourably than an objective outsider would have done. Originality/value - – This paper shares insights on current trends influencing Japanese business environment and how these trends are implemented, used and updated in a selected sample of companies located in Japan.

International entrepreneurship in Japan: an extended model

The study of international entrepreneurship is a growing one in the academic field. However, studies have been limited and scarce in analysing the role of expatriates in starting businesses overseas. Using Japan as a case study, the authors propose a model consisting of 14 variables that can be tested to show the rate of success or failure for a foreign entrepreneur in another country.

Japanische Konsumenten und ihre Einstellung gegenüber Werbung im mobilen Internet

Das mobile Internet gilt als interessantes Marketinginstrument der Zukunft. Konsumenten können ortsund zeitunabhängig direkt mit Informationen angesprochen werden, was das mobile Internet vor allem als Werbemedium interessant macht. Die Effektivität des mobilen Internets als Werbeinstrument ist allerdings noch nicht ausreichend erforscht, was vor allem durch die verspätete Verbreitung des mobilen Internets in Europa und Amerika erklärt werden kann. In asiatischen Märkten, allen voran Japan, ist das mobile Internet jedoch schon 80% der Mobilkunden zugänglich und ein beliebtes Werbemedium. Der vorliegende Beitrag beschäftigt sich daher mit seinem Einsatz im modernen Marketing und untersucht die Einstellungen japanischer Konsumenten gegenüber Werbung im mobilen Internet. Präsentiert werden die Ergebnisse einer Konsumentenbefragung, die zeigen, dass der Informationsgehalt, der Werbewert und die Glaubwürdigkeit der Werbenachricht den stärksten Einfluss auf die Einstellung japanischer Konsumenten gegenüber dem mobilen Internet haben.

M-marketing: Ein ausblick auf die zukunft des marketing

Mobiltelefone scheinen ein allgegenwärtiges Symbol der Gesellschaft am Beginn des 21. Jahrhunderts zu sein und führen seit ihrer Einführung in den frühen 90er Jahren zu starken Veränderungen in unserem Kommunikationsverhalten. Auch für Unternehmer eröffnen Mobiltelefone neue Alternativen, ihre Konsumenten auf individuelle Weise anzusprechen. Besonders interessant ist Marketing via Mobiltelefon (m-marketing). Im vorliegenden Beitrag werden die Einsatzmöglichkeiten von m-marketing untersucht und diskutiert. Zuerst werden Definitionen zu den Begriffen m-business und m-marketing vorgestellt. Danach werden Attribute des m-marketing erläutert und insbesondere SMS als Marketingmedium diskutiert und die vielfältigen Möglichkeiten von m-marketing am Beispiel von SMS-unterstützten Marketingaktivitäten beschrieben. Den Hauptteil des Artikels bildet eine Übersicht über die Einsatzmöglichkeiten von m-marketing im modernen Marketingmanagement. Weiters werden Erfolgsfaktoren sowie Barrieren und Herausforderungen beim Einsatz von m-marketing erläutert und diskutiert. Zum Abschluss werden die praktischen und theoretischen Implikationen der Ergebnisse aufgezeigt sowie zukünftige Forschungsfragen besprochen.