Conference workshops

Core Workshop
Dimitrios Vlachos, University of Peloponnese, Department of Informatics and Telecommunications, Greece
Description:
This Workshop contains all the submissions that have not been assigned in other specific Workshops. Upon the finalization of the Technical Program, submissions in the Core Workshop will be assigned to Presentation Slots according to their subject.
7th Symposium on Management Challenges (IANOS): Crisis Kills or Links?
Panagiotis Trivellas, Technological Educational Institute of Central Greece, Department of Logistics Management, Greece
Description:
This symposium attempts to cast light on concurrent advances on the fields of Organisational Behaviour, HRM, Quality of life, Innovation & Knowledge Management, Strategic Leadership, Sustainability, SCM and Higher Education. Diverse and modern perspectives on the development and evolution of the relative disciplines on regional and national level will be discussed and debated. However, does the current crisis impose threats to survival (kills?) or yield opportunities for changes and synergies to growth (links?)? Are the same fundamental cornerstones such as leadership, strategy, knowledge and innovation that produce both excellence and perish? (Knowledge Innovation Leadership Learning Strategy: KILLS?, Leadership Innovation Networking Knowledge Strategy: LINKS?) In the light of the current recession, this symposium aims to track different views, discuss and publish research on the challenges in the field of management which influences societies, cultures, networks, organizations, teams, and individuals. Furthermore, this session will put special emphasis on the investigation of those business processes fostering innovation and facilitating management transitions from dominant structures to more evolutionary, developmental paradigms.
Reconsidering the Role of Place in Marketing
Mark Rosenbaum, Northern Illinois University, , United States
Description:
The purpose of this workshop is to bring together researchers interesting in pursuing new perspectives of the role of place in marketing and its impact on consumer well-being. Building upon the recent work of Rosenbaum, Kelleher, Friman, Kristensson, and Scherer (2017), workshop participants will be encouraged to explore pioneering theoretical, empirical, and humanistic opportunities given the REPLACE framework. Drawing from resource exchange theory and attention restoration theory, the REPLACE framework problematizes the assumption that places are merely physical locales by foregrounding how places can become inseparable aspects of consumers' lives. The framework presents an alternative resource-based perspective of place, namely as a repository of resources that are potentially available to consumers through exchange processes. These exchange processes, and the complexity of the offered resources, influence consumers' relationship with a locale as well as their sense of well-being. With this alternative perspective, REPLACE bridged the place concept to public health and extend the understanding of attachment in service settings. Mark Rosenbaum will lead the Workshop in an idyllic Cyprus settings opportune for brainstorming. Participants will understand how the authors crafted the REPLACE framework to bring marketing back to its exchange origins. The workshop offers insights into how environmental and natural psychology play a role in marketing. Participants will consider the transformative role of marketing exchanges in consumers’ lives. We will clarify concepts such as place attachment, Attachment Restoration Theory, and well-being, to understand how places become profound centers of a consumer’s existence. Participants are encouraged to present preliminary or developed research on the topic or to brainstorm together in “breakout sessions” to apply the REPLACE framework to commercial and non-profit settings.
Marketing & Consumer Perceptions
Enrique Marinao Artigas, Departamento de Administración, Departamento de Administración, Chile
Description:
Understand that in the area of business, consumer perception should be the primary source of management for making marketing decisions. Scope: The high speed with which the business world moves is a clear consequence of the pressure exerted by changes in consumer perception. To understand these changes, it is necessary to analyze the different elements that affect consumer perception in the process of making purchasing decisions. Why this or any other hotel you choose? Why choose this restaurant or another ?. Why this smartphone is chosen and not another? The broad spectrum covering consumer perceptions needs to be analyzed. In this sense, colleagues are invited to present their studies to show what is the reality of marketing & consumer perceptions.
Tourism Competitiveness, conceptualization, meaning and measurement
Robertico Croes, Institute for Tourism Studies, Department of Administration and Finance, United States
Description:
The purpose of this session is to further the debate about the conceptualization, meaning and measurement of tourism competitiveness. Tourism competitiveness has received heightened attention in the literature. Yet, its conceptualization, meaning and measurement of the construct is still inconclusive thereby hampering new insights and understanding. Competitiveness has been associated with memorable experiences and quality of life. However, the construct has remained elusive in terms of lacking a clear answer to either its formative or reflective structure. Obviously, the structure of the construct will shape its meaning and measurement; and consequently, policy choices that may be available to destination managers. The session invites papers that will address these issues.
Marketing communications in online communities
Natalia Rubio, Marketing, Autónoma University of Madrid, Spain
Description:
Information from customer-customer and customer-firm in online communities plays an important role in purchase decision process. The aims of this workshop are understanding: (1) The customer´s use of online community for pre-purchase information gathering, (2) The customer´s value co-creation with product and service providers through online communities (3) The response of the product and services providers to the customers´ participation in online communities and (4) the customers´ participation on brand products and services with other customers in different communities, with acquaintances (i.e on the Facebook) and strangers (i.e. on online brand communities).
Market Acceptance
Eli Gimmon, Tei-Hai College, Economics and Management, Israel
Description:
Executing early sales in many high-tech new ventures is not prioritized by the entrepreneurs. Shane (2004: 218) found that “The founders’ belief in the value of the technology …leads many of them to believe that customers will buy the technology when it presented to them without requiring any sales effort…they underestimated the importance of selling”. Also Roberts (1991: 165-6) asserted that founders acquired no knowledge about market strategy: “high technology entrepreneurs are initially orientated toward engineering and technology, not sales and marketing, with evolution toward marketing occurring over time, if the firm survives …Many entrepreneurial founders are unclear when they start their companies as to who will become the initial customers for their products and services.” This tendency of sales-adverse may be due to their limited previous management experience in marketing and sales (Jones-Evans 1997). Early sales and market acceptance of the product or service demonstrates that entrepreneurs have a clear idea of what they are doing and should predict survival (Macmillan et al. 1985). Some ventures may not be able to cross the chasm from the early adopters onto the early majority (Moore, 1995), especially when the early adopters are champion customers who had encouraged the venture to initiate product development tailored to their own needs. Srivastava, Fahey and Christensen (2001) called for further work to identify how market-based assets contribute to sustainable competitive advantage.
User Generated Content and Marketing
Dimitrios Nasiopoulos, University of Peloponnese, , Greece
Description:
The aim of the session is to explore the impacts of user generated content (UGC) on marketing theories and practice. As the proliferation of social media, lots of content has been created by users. That changes the landscape of marketing where traditionally, content was created by marketers only. Now, marketers cannot control the content anymore but instead just a part of a web of content creators. The impacts of UGC on marketing are twofold: impact on consumers and impact on marketers. Consumers nowadays rely not only on marketers' content but also on UGC to make their decisions. On the other hand, UGC provides marketers with useful information to improve their marketing practice. User generated content (UGC) includes customer reviews, forum discussion, social media content created by users, etc. This session includes but not limited to these topics: impacts of UGC on consumer decision making, sales, branding, product development, public relation, etc.
Strategic Options to Achieve Cost-Effective Service Excellence
Jochen WIRTZ, Marketing, National University of Singapore, Singapore
Description:
This presentation discusses strategic option for firms to achieve high quality at low unit costs, or cost-effective service excellence (CESE). We reviewed the service management literature and operations management (OM) literature on efficiency and linked it with more recent research on service quality, service excellence, and business modelling to explore how firms can potentially pursue a strategy of CESE.
Keynote And Invited Talks
Damianos Sakas, University of Peloponnese, Department of Informatics and Telecommunications, Greece
Description:
This workshop is for the Keynote and Invited Talks of the International Conference on Strategic Innovative Marketing 2017
Green Marketing
Thomas Fotiadis, Democritus University of Thrace, Production and Management Engineering, Greece
Description:
Green or sustainable marketing is a contemporary marketing philosophy that promotes production and selling of eco-friendly products. It's a multidisciplinary paradigm expressing the voice against production, consumption, and/or disposal of such products that could cause harm to consumers, to the society, and to the environment. Adoption of green marketing strategies may prove to be a difficult task in the short run, albeit in the long run substantial benefits are readily detectable and identifiable. This workshop discusses the benefits and guidelines to the implementation of green marketing strategies, politics and tactics, along with the rexpective spectrum of relevant constituent factors. It aims to enlight this crucial issue through the thorough examination of various relevant aspects and angles.
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