Claudio Vignali - Academia.edu (original) (raw)

Papers by Claudio Vignali

Research paper thumbnail of The food we eat: a range of perspectives

British Food Journal, 2007

Research paper thumbnail of The Action Research Process and Matrix Marketing

Ekonomski Vjesnik, 2001

There has been extensive and long-lasting debate in the UK about the purpose and scope of appropr... more There has been extensive and long-lasting debate in the UK about the purpose and scope of appropriate management research. Many authors elucidate that it is widely agreed that management research does not operate a single agreed scientific paradigm and can be seen as a soft, applied area of study, showing features of both, 'engineering' and 'craft' orientations. Nevertheless, the need for management theory to be made more relevant to the work of practice by explaining that it will be necessary to identify new ways of formulating and employing scientific knowledge to practical ends is the basis of this work. However, some authors argue that the process of managerial decision-making, a major aspect of the strategic planning procedure, has become more problematic because modern management, more than ever before, is faced with an immense complexity of tasks and an increasingly volatile business environment. For many years writers have been suggesting that organisations s...

Research paper thumbnail of Title of paper: Souvenir shopping in Switzerland; A qualitative analysis of travel blogs and its implications for the souvenir trade

Tourism shopping represents an impressive investment by tourists in terms of the time and money i... more Tourism shopping represents an impressive investment by tourists in terms of the time and money involved. In an inductive approach based on case-studies, travel blog entries of tourists who had recently visited Switzerland were analysed, leading to a theoretical proposition and to pragmatic, reality-driven suggestions for the souvenir business. The notion of ‘Expert tourist’ emerged as an overarching theme. Depending on the tourists’ own judgment about how good or bad they are at being expert tourists, their perception about souvenirs and subsequently their souvenir buying preferences vary greatly. This needs to be taken into account by the souvenir trade. Souvenir shopping in Switzerland; A qualitative analysis of travel blogs and its implications for the souvenir trade Page 1 of 10 Souvenir shopping in Switzerland; A qualitative analysis of travel blogs and its implications for the souvenir trade Introduction Recent studies regarding spending patterns of tourists (for instance Käm...

Research paper thumbnail of Motivation factors that force a sales training programme and the experience within the brewing industry

Industrial and Commercial Training, 1997

After slumping sales in the 1950s, the brewing industry experienced three great decades. The reco... more After slumping sales in the 1950s, the brewing industry experienced three great decades. The recovery happened because the new generation of brewers, distributors and retailers woke up to the challenge of the time. During the 1990s and into the millennium it is yet again time to face new challenges in the industry. Although innovation in products is vital, a second area where brewers need to show innovation and take action is in customer service, and the development of training for the salesforce. Looks at motivational themes and evaluates research that help mould proposed training programmes.

Research paper thumbnail of Improving relations between business strategy and marketing tactics

International Journal of Business and Globalisation, 2016

Research paper thumbnail of I Do Class and Quality, Dear Interpreting Souvenir-Buying Behaviours on the Basis of Authenticity as Perceived by Experienced Travellers

International Journal of Management Cases, 2010

ABSTRACT This paper addresses the gap in literature regarding souvenir shopping. Rich data collec... more ABSTRACT This paper addresses the gap in literature regarding souvenir shopping. Rich data collected in a series of in-depth interviews given by experienced UK-travellers served as a basis for qualitative analysis. It emerged that souvenir-shopping behaviour changes according to the degree of travel sophistication. The detected shift manifests itself much more in the qualitative level of the souvenirs the shopper is looking for than in the quantitative level. It appears that the experienced traveller relies heavily on the authenticity element when making purchase decisions. For this group, authenticity is not an end in itself but it would seem to be a promising factor in distinguishing their behaviour from that of the mass traveller. The authentic/non-authentic classification would appear to be based on a very personal assessment and is therefore not a consistent type of behaviour among souvenir buyers. It emerged from the analysis that the experienced traveller has a particularly strong interest in knowing where a given souvenir was produced. There seems to be a basic rule that, for a souvenir to be considered authentic, it needs to have been produced in the country the buyer is visiting.

Research paper thumbnail of Small retailers' competition against large store chains in Croatia

International Journal of Entrepreneurship and Small Business, 2006

Research paper thumbnail of Acquisition in the ice cream business Agrokor Croatia and Baldauf Hungary

International Journal of Entrepreneurship and Small Business, 2006

... Baldauf has 2% of the impulse product segment. Page 12. ... A significant increase in the veh... more ... Baldauf has 2% of the impulse product segment. Page 12. ... A significant increase in the vehicle pool. ... The Hungarian Ledo employed people who could speak Croatian and Hungarian to overcome it. All the management is local, except for one man who is from Zagreb. ...

Research paper thumbnail of The country-of-origin effect on the purchase intention of apparel: opportunities and threats for small firms

International Journal of Entrepreneurship and Small Business, 2006

Int. J. Entrepreneurship and Small Business, Vol. 3, Nos. 3/4, 2006 ... The country-of-origin eff... more Int. J. Entrepreneurship and Small Business, Vol. 3, Nos. 3/4, 2006 ... The country-of-origin effect on the purchase intention of apparel: opportunities and threats for small firms ... Marketing Department, School of Business Intercollege, PO Box 24005, 1700, Nicosia, Cyprus ...

Research paper thumbnail of Consumer Perceptions of International Retail Branding in Taiwan

International Journal of Management Cases, 2006

ABSTRACT In the previous literatures many studies around the field of retail branding more tend t... more ABSTRACT In the previous literatures many studies around the field of retail branding more tend to focus on model development, i.e. the development model of retail branding and retail own-brands hierarchy model but fewer mentioning the aspect of consumers' perceptions. It is more important to know what consumers feel about retail branding. Therefore, in this paper, basing on retail brand identity model McGoldrick, 2002 and combining five generations model of retail branding Burt and Sparks, 2002 we carry out a primary research with specific consumers in order to find out what their perceptions of retail branding. Meanwhile, the study is involved in a comparative research with consumer behaviour and shopping experiences in the UK and Taiwan. We will investigate the possible development trend of retail branding in Taiwan from comparing the types of shoppers Solomon, Bamossy and Askegaard, 2002 in both different markets. In terms of the international issue, moreover, this paper also focuses on examining consumers' perceptions of international retailers in Taiwan to discover the concept of intercultural aspect of retailing. This study is a pre-pilot research, so the finding is proposed to formulate key issues and highlight the core factors as a foundation for the pilot primary research at the next stage.

Research paper thumbnail of Influencing Factors of Consumers' Perception Towards Delicatessen Differentiated by Consumers' Favourite Shopping Locations

International Journal of Management Cases, 2007

ABSTRACT Rapid changes in the global business environment mark their effects on consumer behaviou... more ABSTRACT Rapid changes in the global business environment mark their effects on consumer behaviour: the retailing concentration process of the last years will, according to Mintel (2003), continue and especially in Germany the multiples and the discounters created the equivalent of a competitive battlefield. The high discounter market share and the impressive development in recent years reflects the affinity of German consumers for shopping at the discounters. 98 of all purchasing households in Germany are shopping at the discounters on a regular basis (Sinick, 2005). Additionally, retailing experts agree on a continuing rise of the prepacked products within the next few years (Liening, 2005; Lujan-Zilbermann, 2005). However, at the same time, delicatessen experience increasing popularity and, contradictory to previous consumer behaviour patterns, achieved a broader presence in the supermarket shelves (Wessel, 2005).A review of contemporary literature in food perception models reveals that, although they have been constantly modified, they do not integrate the above mentioned structural changes in environmental framework conditions. The models of Streenkamp (1989) or Grunert et al (1996) do not differentiate by the various shopping patterns of consumers', such as referring to multiples versus discounters.This paper presents the research findings of a multivariate analysis of quantitative research data collected by questionnaires distributed to consumers. Researching the differences of consumers' perception towards delicatessen products within the two major retail channels, such as discounters and multiples, was the main focus. Due to its high level of competitiveness implying implying trendsetting repercussions for other markets the German market place was chosen as the research field. The consumer sample was drawn, using the proportionally stratified sampling technique (probability sampling) from a demographically balanced online panel of German consumers.The rational for adopting a quantitative approach representing the second research stage can be explained by referring to Johnson and Onwuegbuzie (2004, p. 19) holding that in a qualitative research study the researcher might want to qualitatively observe and interview, but supplement this with a closed ended instrument. This approach could improve reliability and, if findings correspond across different approaches, referring to triangulation, then greater confidence can be achieved as to validity as well. In the case of conflicts the researcher has the possibility to adjust the conclusions for the provision of new knowledge. The quantitative analysis put emphasis on two research objectives. Firstly, they aimed to test and validate the qualitatively researched influencing factors of consumers' perception by quantitative data. Secondly, confirmation or disconfirmation should be found for the hypothesis that consumers' favourite shopping places, such as discounters and multiples, require a necessary distinction for explaining consumers' perception towards delicatessen products. The paper also provides strategic and operational marketing implications as to these two consumer segments.

Research paper thumbnail of Stratics Model Building- Research Application

International Journal of Management Cases, 2010

As Sun Tzu says: Judge advantages when accepting advices, and then, in accordance with that, arra... more As Sun Tzu says: Judge advantages when accepting advices, and then, in accordance with that, arrange your forces supplementing them with extraordinary tactics. Forces should be arranged strategically, based on that what gives the advantage. This though directly points that strategy and tactics need to be developed in the same direction to gain success. This is the application of the research on building the new model which will combine strategy and tactics in marketing. The model will have to satisfy three conditions. It will have to be applicable, simple and interactive. The research will consist of three parts. The first part will be the literature review aimed at making the historical overview on research subject and developing the first instance of the model. The second part of the research will be the main research in the form of interviews with managers responsible for the implementation of strategy and tactics in companies. The result of the main research will be the final version of the model which will be tested in the third part of the research, an experiment on the real company which is present on the real market. Results of the experiment will be evaluated through business results of the company before the implementation of the model and results after the implementation. The Stratics model will follow the line of modelling presented by Vraneevi, Vignali and Vrontis which includes the combination of various strategy and tactics models like Life Cycle of the Company, Boston Consulting Group Matrix, Ansoff Matrix and Marketing Mix. Resulting model will give the company's management a chance to see whether company's real position lays where management thinks it does. The other purpose of the model will be initial propositions on what should be done on tactical level in order to achieve company's targeted strategy position.

Research paper thumbnail of Entering a Foreign Market with a New Product the Case of a New Sake Product Launched in Austria by a Small/Medium Sized Company. The Theoretical Approach

International Journal of Management Cases, 2007

Abstract: This paper depicts a fictitious case study, which is based on a real company which want... more Abstract: This paper depicts a fictitious case study, which is based on a real company which wants to remain anonymous in which the authors try to explain the importance of marketing in reference to new markets. Business becomes more and more global and so it is mandatory not just to enter new markets but to find a systematically approach. Marketing provides a lot of helpful models or systematically approaches respectively.

Research paper thumbnail of MArketIng plAn For ADult soFt DrInks shloer

ABSTRACT It is widely known and acknowledged that marketing planning ought to be a key function f... more ABSTRACT It is widely known and acknowledged that marketing planning ought to be a key function for any marketing oriented organisation. The following report has been compiled in order to develop a marketing plan for the soft drink Shloer. Throughout this case, it is illustrated that all the stages in planning process are interrelated and cannot work in isolation. They all add to the development of a focus and specific plan that needs to be followed by everyone in the department of marketing.

Research paper thumbnail of The Case of a New Product Launch in Austria. The Theoretical Approach

International Journal of Management Cases, 2008

ABSTRACT This paper depicts a fictitious case study, which is based on a real company which at th... more ABSTRACT This paper depicts a fictitious case study, which is based on a real company which at the moment is not in the market place.The authors try to explain the importance of marketing in reference to new markets. Business becomes more and more global and so it is mandatory not just to enter new markets but to find a systematically approach. Marketing provides a lot of helpful models or systematically approaches respectively.

Research paper thumbnail of Perceived value as a basis for shaping the offer of service provider: cases from UK and Croatia

World Review of Entrepreneurship, Management and Sustainable Development, 2010

ABSTRACT According to the representative studies higher level of customers' perceived val... more ABSTRACT According to the representative studies higher level of customers' perceived value leads to higher level of customer satisfaction, greater level of customer loyalty and to a greater success of organisation. Due to this, service providers have to recognize all important factors of customers' perception in order to offer the value which customers wanted and expected rather than the value which the firm perceived. The difference between customer's and firm's perception would result with discrepancy between customers' expectations and their perceptions of the service performance which causes the customers' disappointment with provided service. The purpose of this paper is to explain what offer should be delivered by service provider to meet customers' needs and wants, which attributes of the offer should be improved to attract more customers and maintaining the existing ones and which gaps should be avoided. In addition to the theoretical framework in the article are presented cases of the venues' providers in UK and banking sector in Croatia.

Research paper thumbnail of The marketing management process and heuristic devices: an action research investigation

Marketing Intelligence & Planning, 2003

... Practitioners extend their use of the marketing mix in developing their strategic process ...... more ... Practitioners extend their use of the marketing mix in developing their strategic process ... on a firm's fortunes, since ideas are soon copied and the competitive advantage is ... This counts especially, because the marketing environment in which the company manoeuvres is becoming ...

Research paper thumbnail of The Marketing Mix Redefined and Mapped

Management Decision, 1994

Addresses the question of how the Marketing Mix framework can be used to analyse the competitive ... more Addresses the question of how the Marketing Mix framework can be used to analyse the competitive standing of a business organization and how the outcome of this analysis can then be translated into practical tactics which capitalize on the organization′s strengths. The MIXMAP model developed as a guide for marketing this transition from the strategic to the tactical level.

Research paper thumbnail of Competitive Advantage of the Food Industry in the Balkans

Journal of Food Products Marketing, 2010

This special issue dedicated to consumer traits in Balkans specifically in the food industry, giv... more This special issue dedicated to consumer traits in Balkans specifically in the food industry, gives the reader a terrific perspective into habits consolidated throughout this eastern European area. Organic foods are usually associated with developments in Western geographic areas ; Segmentation is also associated with modern marketing. - - But with apples as the product an interesting perspective develops. When the wine market is also segmented in an area that totally consumes production and a comparison given to potential export needs, one wonders how far food marketing has progressed. Finally, the essential growth in Rural food Tourism and Agro-Tourism is of specific interest. We hope the readers of this special issue appreciate how far food marketing has developed in a geographic area forgotten by Western Europe.

Research paper thumbnail of Town centre versus out‐of‐town shopping: a consumer perspective

International Journal of Retail & Distribution Management, 1997

Throughout the 1980s and early 1990s the debate surrounding the comparative costs and benefits of... more Throughout the 1980s and early 1990s the debate surrounding the comparative costs and benefits of town centre and out‐of‐town retail developments for consumers and to the environment has been a heated one. Informed by a largely puritanical view of consumerism, current Government policy tends towards the preservation of the traditional town centre. However, the actual evidence is far from conclusive and there is limited consumer research supporting this stance. Based on an interviewer‐administered survey conducted during 1994 and 1995 to assess shoppers’ opinions in both types of location in Preston, presents an examination of consumer perspectives and examines differences in perceptions and behaviour patterns among town centre and out‐of‐town shoppers.

Research paper thumbnail of The food we eat: a range of perspectives

British Food Journal, 2007

Research paper thumbnail of The Action Research Process and Matrix Marketing

Ekonomski Vjesnik, 2001

There has been extensive and long-lasting debate in the UK about the purpose and scope of appropr... more There has been extensive and long-lasting debate in the UK about the purpose and scope of appropriate management research. Many authors elucidate that it is widely agreed that management research does not operate a single agreed scientific paradigm and can be seen as a soft, applied area of study, showing features of both, 'engineering' and 'craft' orientations. Nevertheless, the need for management theory to be made more relevant to the work of practice by explaining that it will be necessary to identify new ways of formulating and employing scientific knowledge to practical ends is the basis of this work. However, some authors argue that the process of managerial decision-making, a major aspect of the strategic planning procedure, has become more problematic because modern management, more than ever before, is faced with an immense complexity of tasks and an increasingly volatile business environment. For many years writers have been suggesting that organisations s...

Research paper thumbnail of Title of paper: Souvenir shopping in Switzerland; A qualitative analysis of travel blogs and its implications for the souvenir trade

Tourism shopping represents an impressive investment by tourists in terms of the time and money i... more Tourism shopping represents an impressive investment by tourists in terms of the time and money involved. In an inductive approach based on case-studies, travel blog entries of tourists who had recently visited Switzerland were analysed, leading to a theoretical proposition and to pragmatic, reality-driven suggestions for the souvenir business. The notion of ‘Expert tourist’ emerged as an overarching theme. Depending on the tourists’ own judgment about how good or bad they are at being expert tourists, their perception about souvenirs and subsequently their souvenir buying preferences vary greatly. This needs to be taken into account by the souvenir trade. Souvenir shopping in Switzerland; A qualitative analysis of travel blogs and its implications for the souvenir trade Page 1 of 10 Souvenir shopping in Switzerland; A qualitative analysis of travel blogs and its implications for the souvenir trade Introduction Recent studies regarding spending patterns of tourists (for instance Käm...

Research paper thumbnail of Motivation factors that force a sales training programme and the experience within the brewing industry

Industrial and Commercial Training, 1997

After slumping sales in the 1950s, the brewing industry experienced three great decades. The reco... more After slumping sales in the 1950s, the brewing industry experienced three great decades. The recovery happened because the new generation of brewers, distributors and retailers woke up to the challenge of the time. During the 1990s and into the millennium it is yet again time to face new challenges in the industry. Although innovation in products is vital, a second area where brewers need to show innovation and take action is in customer service, and the development of training for the salesforce. Looks at motivational themes and evaluates research that help mould proposed training programmes.

Research paper thumbnail of Improving relations between business strategy and marketing tactics

International Journal of Business and Globalisation, 2016

Research paper thumbnail of I Do Class and Quality, Dear Interpreting Souvenir-Buying Behaviours on the Basis of Authenticity as Perceived by Experienced Travellers

International Journal of Management Cases, 2010

ABSTRACT This paper addresses the gap in literature regarding souvenir shopping. Rich data collec... more ABSTRACT This paper addresses the gap in literature regarding souvenir shopping. Rich data collected in a series of in-depth interviews given by experienced UK-travellers served as a basis for qualitative analysis. It emerged that souvenir-shopping behaviour changes according to the degree of travel sophistication. The detected shift manifests itself much more in the qualitative level of the souvenirs the shopper is looking for than in the quantitative level. It appears that the experienced traveller relies heavily on the authenticity element when making purchase decisions. For this group, authenticity is not an end in itself but it would seem to be a promising factor in distinguishing their behaviour from that of the mass traveller. The authentic/non-authentic classification would appear to be based on a very personal assessment and is therefore not a consistent type of behaviour among souvenir buyers. It emerged from the analysis that the experienced traveller has a particularly strong interest in knowing where a given souvenir was produced. There seems to be a basic rule that, for a souvenir to be considered authentic, it needs to have been produced in the country the buyer is visiting.

Research paper thumbnail of Small retailers' competition against large store chains in Croatia

International Journal of Entrepreneurship and Small Business, 2006

Research paper thumbnail of Acquisition in the ice cream business Agrokor Croatia and Baldauf Hungary

International Journal of Entrepreneurship and Small Business, 2006

... Baldauf has 2% of the impulse product segment. Page 12. ... A significant increase in the veh... more ... Baldauf has 2% of the impulse product segment. Page 12. ... A significant increase in the vehicle pool. ... The Hungarian Ledo employed people who could speak Croatian and Hungarian to overcome it. All the management is local, except for one man who is from Zagreb. ...

Research paper thumbnail of The country-of-origin effect on the purchase intention of apparel: opportunities and threats for small firms

International Journal of Entrepreneurship and Small Business, 2006

Int. J. Entrepreneurship and Small Business, Vol. 3, Nos. 3/4, 2006 ... The country-of-origin eff... more Int. J. Entrepreneurship and Small Business, Vol. 3, Nos. 3/4, 2006 ... The country-of-origin effect on the purchase intention of apparel: opportunities and threats for small firms ... Marketing Department, School of Business Intercollege, PO Box 24005, 1700, Nicosia, Cyprus ...

Research paper thumbnail of Consumer Perceptions of International Retail Branding in Taiwan

International Journal of Management Cases, 2006

ABSTRACT In the previous literatures many studies around the field of retail branding more tend t... more ABSTRACT In the previous literatures many studies around the field of retail branding more tend to focus on model development, i.e. the development model of retail branding and retail own-brands hierarchy model but fewer mentioning the aspect of consumers' perceptions. It is more important to know what consumers feel about retail branding. Therefore, in this paper, basing on retail brand identity model McGoldrick, 2002 and combining five generations model of retail branding Burt and Sparks, 2002 we carry out a primary research with specific consumers in order to find out what their perceptions of retail branding. Meanwhile, the study is involved in a comparative research with consumer behaviour and shopping experiences in the UK and Taiwan. We will investigate the possible development trend of retail branding in Taiwan from comparing the types of shoppers Solomon, Bamossy and Askegaard, 2002 in both different markets. In terms of the international issue, moreover, this paper also focuses on examining consumers' perceptions of international retailers in Taiwan to discover the concept of intercultural aspect of retailing. This study is a pre-pilot research, so the finding is proposed to formulate key issues and highlight the core factors as a foundation for the pilot primary research at the next stage.

Research paper thumbnail of Influencing Factors of Consumers' Perception Towards Delicatessen Differentiated by Consumers' Favourite Shopping Locations

International Journal of Management Cases, 2007

ABSTRACT Rapid changes in the global business environment mark their effects on consumer behaviou... more ABSTRACT Rapid changes in the global business environment mark their effects on consumer behaviour: the retailing concentration process of the last years will, according to Mintel (2003), continue and especially in Germany the multiples and the discounters created the equivalent of a competitive battlefield. The high discounter market share and the impressive development in recent years reflects the affinity of German consumers for shopping at the discounters. 98 of all purchasing households in Germany are shopping at the discounters on a regular basis (Sinick, 2005). Additionally, retailing experts agree on a continuing rise of the prepacked products within the next few years (Liening, 2005; Lujan-Zilbermann, 2005). However, at the same time, delicatessen experience increasing popularity and, contradictory to previous consumer behaviour patterns, achieved a broader presence in the supermarket shelves (Wessel, 2005).A review of contemporary literature in food perception models reveals that, although they have been constantly modified, they do not integrate the above mentioned structural changes in environmental framework conditions. The models of Streenkamp (1989) or Grunert et al (1996) do not differentiate by the various shopping patterns of consumers', such as referring to multiples versus discounters.This paper presents the research findings of a multivariate analysis of quantitative research data collected by questionnaires distributed to consumers. Researching the differences of consumers' perception towards delicatessen products within the two major retail channels, such as discounters and multiples, was the main focus. Due to its high level of competitiveness implying implying trendsetting repercussions for other markets the German market place was chosen as the research field. The consumer sample was drawn, using the proportionally stratified sampling technique (probability sampling) from a demographically balanced online panel of German consumers.The rational for adopting a quantitative approach representing the second research stage can be explained by referring to Johnson and Onwuegbuzie (2004, p. 19) holding that in a qualitative research study the researcher might want to qualitatively observe and interview, but supplement this with a closed ended instrument. This approach could improve reliability and, if findings correspond across different approaches, referring to triangulation, then greater confidence can be achieved as to validity as well. In the case of conflicts the researcher has the possibility to adjust the conclusions for the provision of new knowledge. The quantitative analysis put emphasis on two research objectives. Firstly, they aimed to test and validate the qualitatively researched influencing factors of consumers' perception by quantitative data. Secondly, confirmation or disconfirmation should be found for the hypothesis that consumers' favourite shopping places, such as discounters and multiples, require a necessary distinction for explaining consumers' perception towards delicatessen products. The paper also provides strategic and operational marketing implications as to these two consumer segments.

Research paper thumbnail of Stratics Model Building- Research Application

International Journal of Management Cases, 2010

As Sun Tzu says: Judge advantages when accepting advices, and then, in accordance with that, arra... more As Sun Tzu says: Judge advantages when accepting advices, and then, in accordance with that, arrange your forces supplementing them with extraordinary tactics. Forces should be arranged strategically, based on that what gives the advantage. This though directly points that strategy and tactics need to be developed in the same direction to gain success. This is the application of the research on building the new model which will combine strategy and tactics in marketing. The model will have to satisfy three conditions. It will have to be applicable, simple and interactive. The research will consist of three parts. The first part will be the literature review aimed at making the historical overview on research subject and developing the first instance of the model. The second part of the research will be the main research in the form of interviews with managers responsible for the implementation of strategy and tactics in companies. The result of the main research will be the final version of the model which will be tested in the third part of the research, an experiment on the real company which is present on the real market. Results of the experiment will be evaluated through business results of the company before the implementation of the model and results after the implementation. The Stratics model will follow the line of modelling presented by Vraneevi, Vignali and Vrontis which includes the combination of various strategy and tactics models like Life Cycle of the Company, Boston Consulting Group Matrix, Ansoff Matrix and Marketing Mix. Resulting model will give the company's management a chance to see whether company's real position lays where management thinks it does. The other purpose of the model will be initial propositions on what should be done on tactical level in order to achieve company's targeted strategy position.

Research paper thumbnail of Entering a Foreign Market with a New Product the Case of a New Sake Product Launched in Austria by a Small/Medium Sized Company. The Theoretical Approach

International Journal of Management Cases, 2007

Abstract: This paper depicts a fictitious case study, which is based on a real company which want... more Abstract: This paper depicts a fictitious case study, which is based on a real company which wants to remain anonymous in which the authors try to explain the importance of marketing in reference to new markets. Business becomes more and more global and so it is mandatory not just to enter new markets but to find a systematically approach. Marketing provides a lot of helpful models or systematically approaches respectively.

Research paper thumbnail of MArketIng plAn For ADult soFt DrInks shloer

ABSTRACT It is widely known and acknowledged that marketing planning ought to be a key function f... more ABSTRACT It is widely known and acknowledged that marketing planning ought to be a key function for any marketing oriented organisation. The following report has been compiled in order to develop a marketing plan for the soft drink Shloer. Throughout this case, it is illustrated that all the stages in planning process are interrelated and cannot work in isolation. They all add to the development of a focus and specific plan that needs to be followed by everyone in the department of marketing.

Research paper thumbnail of The Case of a New Product Launch in Austria. The Theoretical Approach

International Journal of Management Cases, 2008

ABSTRACT This paper depicts a fictitious case study, which is based on a real company which at th... more ABSTRACT This paper depicts a fictitious case study, which is based on a real company which at the moment is not in the market place.The authors try to explain the importance of marketing in reference to new markets. Business becomes more and more global and so it is mandatory not just to enter new markets but to find a systematically approach. Marketing provides a lot of helpful models or systematically approaches respectively.

Research paper thumbnail of Perceived value as a basis for shaping the offer of service provider: cases from UK and Croatia

World Review of Entrepreneurship, Management and Sustainable Development, 2010

ABSTRACT According to the representative studies higher level of customers' perceived val... more ABSTRACT According to the representative studies higher level of customers' perceived value leads to higher level of customer satisfaction, greater level of customer loyalty and to a greater success of organisation. Due to this, service providers have to recognize all important factors of customers' perception in order to offer the value which customers wanted and expected rather than the value which the firm perceived. The difference between customer's and firm's perception would result with discrepancy between customers' expectations and their perceptions of the service performance which causes the customers' disappointment with provided service. The purpose of this paper is to explain what offer should be delivered by service provider to meet customers' needs and wants, which attributes of the offer should be improved to attract more customers and maintaining the existing ones and which gaps should be avoided. In addition to the theoretical framework in the article are presented cases of the venues' providers in UK and banking sector in Croatia.

Research paper thumbnail of The marketing management process and heuristic devices: an action research investigation

Marketing Intelligence & Planning, 2003

... Practitioners extend their use of the marketing mix in developing their strategic process ...... more ... Practitioners extend their use of the marketing mix in developing their strategic process ... on a firm's fortunes, since ideas are soon copied and the competitive advantage is ... This counts especially, because the marketing environment in which the company manoeuvres is becoming ...

Research paper thumbnail of The Marketing Mix Redefined and Mapped

Management Decision, 1994

Addresses the question of how the Marketing Mix framework can be used to analyse the competitive ... more Addresses the question of how the Marketing Mix framework can be used to analyse the competitive standing of a business organization and how the outcome of this analysis can then be translated into practical tactics which capitalize on the organization′s strengths. The MIXMAP model developed as a guide for marketing this transition from the strategic to the tactical level.

Research paper thumbnail of Competitive Advantage of the Food Industry in the Balkans

Journal of Food Products Marketing, 2010

This special issue dedicated to consumer traits in Balkans specifically in the food industry, giv... more This special issue dedicated to consumer traits in Balkans specifically in the food industry, gives the reader a terrific perspective into habits consolidated throughout this eastern European area. Organic foods are usually associated with developments in Western geographic areas ; Segmentation is also associated with modern marketing. - - But with apples as the product an interesting perspective develops. When the wine market is also segmented in an area that totally consumes production and a comparison given to potential export needs, one wonders how far food marketing has progressed. Finally, the essential growth in Rural food Tourism and Agro-Tourism is of specific interest. We hope the readers of this special issue appreciate how far food marketing has developed in a geographic area forgotten by Western Europe.

Research paper thumbnail of Town centre versus out‐of‐town shopping: a consumer perspective

International Journal of Retail & Distribution Management, 1997

Throughout the 1980s and early 1990s the debate surrounding the comparative costs and benefits of... more Throughout the 1980s and early 1990s the debate surrounding the comparative costs and benefits of town centre and out‐of‐town retail developments for consumers and to the environment has been a heated one. Informed by a largely puritanical view of consumerism, current Government policy tends towards the preservation of the traditional town centre. However, the actual evidence is far from conclusive and there is limited consumer research supporting this stance. Based on an interviewer‐administered survey conducted during 1994 and 1995 to assess shoppers’ opinions in both types of location in Preston, presents an examination of consumer perspectives and examines differences in perceptions and behaviour patterns among town centre and out‐of‐town shoppers.