© Universidad Peruana de Ciencias Aplicadas (UPC) Information Center Best Marketing Practices in Peru. A selection of the 2015 ANDA Award winners Lima: Universidad Peruana de Ciencias Aplicadas (UPC), 2015 ISBN (spanish printed edition): 978-612-318-037-9 ISBN (spanish e-pub edition): 978-612-318-039-3 ISBN (spanish PDF edition): 978-612-318-038-6 ISBN (english PDF edition): 978-612-318-049-2 / This book, an initiative of ANDA and the Administration and Marketing Study Program of Universidad Peruana de Ciencias Aplicadas (UPC), is the first in a series of books. It seeks to share, each year, some of the new ANDA Awards winning cases. Hence, students, professionals and entrepreneurs will be able to see, in concrete terms, how to achieve effectiveness and excellent business results through innovative strategies based on the fields of marketing and communications. Seven 2015 ANDA Awards winning cases are included in this first book. The selection process considered those cases whose whole campaign was based on the implementation of research-based and insight strategies closely associated with marketing practices.

This thesis deals with the characteristics of teaching method of the Callan School and the possibility of its adaptation in the Czech Republic. The research work is carried out using standardized research methods: PEST analysis of the environment in the Czech Republic in relation to organizing language courses; research of mentality of inhabitants of the Czech Republic and their relationship to education and teaching of foreign languages; SWOT analysis and description of the Callan and the other methods. The main contribution of the thesis is to evaluate the possibility of adaptation of new methods in the Czech Republic with regard to local customs and possibilities of population. The thesis also contains description and philosophy of the Callan method for familiarizing readers with its essential features.

Submitted by Jorge Silva (jorgelmsilva@ufrrj.br) on 2017-05-16T17:51:50Z No. of bitstreams: 1 2016 - Ia?sa Helena Magalh?es.pdf: 3242381 bytes, checksum: 7a846850d7e3da0299fc3c26eb14984d (MD5) / Made available in DSpace on 2017-05-16T17:51:50Z (GMT). No. of bitstreams: 1 2016 - Ia?sa Helena Magalh?es.pdf: 3242381 bytes, checksum: 7a846850d7e3da0299fc3c26eb14984d (MD5) Previous issue date: 2016-03-08 / CAPES / Cooperation between organizations is a way to generate gains and to add different skills in the companies involved. It was identified that cooperation in the operational level between Ub?-MG?s furniture factories occurs in small acts of loans and are based on the personal relationships between the actors, however, the strategic framework such cooperation is even less clear. Therefore, the general objective of research was proposing a structure of Cooperative management of marketing strategies applying to micro, small and medium sizes of Ub??s furniture business in the cluster. The study was developed in two different stages. Firstly, it was started by accomplishing targets in the study, so it has improved the form through interviewing governors of the local cluster (?Intersind?). It was useful to obtain information about the field study and the furniture sector. When getting those form-tests done, it was possible to implement the forms abroad. Moving forward, they were conducted twenty detailed interviews with managers in the headquarters of the undertakings. After all, those data were processed and analysed using statistic methodology called Kruskal-Wallis. The main idea of the research was verifying the medium degree of cooperation, competition and trust between the selected micro, small and medium sized undertakings. Thereby, the analysed data could be useful since it helps verifying if the different undertakings were statistically different or similar. The statistical test has proved the medium degree of cooperation, competition and trust between the selected micro, small and medium sized undertakings should be considered similar since there is no significant difference. There were researched twelve different strategies to compile the cooperation structure of the general propose of the work. As part of the results, they were obtained different values, in percentage, in order to identify feasible cooperation strategies and management strategies. To be considered feasible, the strategy should present values as 50% or more, which means managers actually agree with the feasibility of the strategy. As a result, it has been that the strategies identified as viable to be performed in a cooperative way are: 1) cooperative management of communication and advertising; 2) creating a quality seal of furniture; 3) creation of a collective mark for the furniture of Ub? cluster; 4) partnership in technology and design; 5) creation of an industrial sightseeing tour; 6) cooperation in the purchase of basic raw material (common to other companies); 7) cooperative management of transport of finished products. Moreover, the results have shown features for the different undertaking business, for the different profiles of managers, and for the different marketing strategies put in place by organisations. The statistical non parametric test Kruskal-Wallis showed that the mean degree of cooperation, competition and trust between micro, small and medium enterprises can be considered equal, whereas no significant difference. Thus, we conclude the study with the development of a cooperation structure for Ub??s furniture cluster. / A coopera??o entre organiza??es ? uma forma de gerar ganhos e de adicionar diferentes compet?ncias nas empresas envolvidas. Identificou-se que a coopera??o no ?mbito operacional entre as f?bricas moveleiras de Ub?-MG ocorre em pequenos atos de empr?stimos e ? pautada nas rela??es pessoais entre os atores, por?m, no ?mbito estrat?gico essa coopera??o ainda ? menos evidente. Sendo assim, o objetivo geral desta pesquisa foi propor uma estrutura de gest?o cooperada de estrat?gias de marketing para micro, pequenas e m?dias empresas do cluster moveleiro de Ub?/MG. O estudo foi realizado em duas fases distintas. A primeira etapa iniciou-se com a elabora??o do meta-estudo e por meio de uma entrevista explorat?ria com um gestor do sindicato patronal do cluster de Ub? foi poss?vel conhecer o local e obter informa??es para a elabora??o do question?rio. De posse desses dados, o instrumento de pesquisa foi elaborado e pr?-testado. Realizou-se na segunda fase do estudo, a coleta de dados que constituiu em vinte entrevistas aprofundadas com gestores de f?bricas de m?veis do cluster em tela. Posteriormente, esses dados foram processados e analisados pela t?cnica de an?lise de conte?do. Pesquisaram-se doze estrat?gias para a elabora??o da estrutura de coopera??o proposta no objetivo geral do estudo. Como parte dos resultados, obteve-se o percentual de viabilidade dessas estrat?gias serem realizadas de forma cooperada, assim como, a forma de gest?o das mesmas. As estrat?gias e as formas de gest?o foram consideradas vi?veis de serem cooperadas quando mais de 50% dos gestores entrevistados alegaram a sua viabilidade. Como resultados, tem-se que as estrat?gias identificadas como vi?veis de serem realizadas de forma cooperada s?o: 1) gest?o cooperada de comunica??o e propaganda; 2) cria??o de um selo de qualidade dos m?veis; 3) cria??o de uma marca coletiva para os m?veis do cluster de Ub?; 4) parceria em tecnologia e design; 5) cria??o de um roteiro tur?stico industrial; 6) coopera??o em compra de mat?ria-prima b?sica (comum ? outras empresas); 7) gest?o cooperada de transporte de produtos acabados. Al?m disso, descreveram-se os resultados referentes ?s caracter?sticas das empresas, o perfil dos gestores entrevistados e as estrat?gias de marketing adotadas pelas organiza??es. O teste estat?stico n?o param?trico Kruskal-Wallis mostrou que as m?dias dos graus de coopera??o, concorr?ncia e confian?a entre as micro, pequenas e m?dias empresas podem ser consideradas iguais, visto que n?o apresentou diferen?a significativa. Com isso, conclui-se o estudo com a elabora??o de uma estrutura de coopera??o para o cluster moveleiro de Ub?.

The declines in oil and gas prices in 2014 by 50% or more led governments in the Middle East and North Africa (MENA) region to decrease healthcare budgets correspondingly by more than 30%. The purpose of this multiple case study was to explore the marketing strategies that managers of international pharmaceutical companies have successfully implemented in the MENA region to ensure profitability after the 2014 decreases in the healthcare budgets, which followed the decline in oil and gas prices. The study involved data collection through semistructured interviews of 6 middle and executive managers working in 2 international pharmaceutical companies located in Dubai, United Arab Emirates. The cultural intelligence and strategic flexibility theories constituted the conceptual framework for this study and exploration of challenges associated with implementing marketing strategies for international pharmaceutical companies in the MENA region. Participants had a minimum of 5 years of experience in planning and implementing marketing strategies in the MENA region. The findings from the thematic data analysis led to the identification of major marketing strategies, which have helped to maintain business sustainability of pharmaceutical companies, despite difficulties with the reduction in healthcare budgets in the MENA region. The important themes emerging from this study included: (a) product launch strategy and operating model, (b) transformation of leaders by vision and guidance, (c) recognition of culture and diversity, and (d) the importance of training and learning agility. The results of the study may contribute to positive social change because pharmaceutical and healthcare knowledge benefits human health and may serve to influence positive job creation and enrichment of the economies of the region.

The research in this thesis attempts to study the ACT Institute of Technical and Further Education's marketing strategy, and it addresses a particular situation at a specific time. The research was undertaken in two studies. The first,through the use of a marketing audit, was focused on three key marketing areas within the Institute to indicate its overall marketing strategy. The second study involved a questionnaire to ascertain the effectiveness awareness of the Institute's advertising. The researcher first presents an historical review and an ordering of the historical aspects to illuminate the past and the current marketing posture of the ACT Institute of Technical and Further Education (ACTITAFE). The data are presented through four distinct historical periods from the establishment of the organisation in 1921 to 1991. Although technical and further education in the ACT has a history in excess of sixty years, data revealed that there is no clear evidence of a formal marketing strategy. The marketing audit interviews collected information from a broad but representative sample of eighteen staff members of the institution who are involved with marketing, media, career advice, publicity and similar marketing activities. The results revealed ACTITAFE has no formal marketing strategy. The attitude toward marketing and the marketplace has been ad hoc, uncoordinated, disjointed and reactive in its approach. Its principal approach is a reliance on awareness advertising. Because of the emphasis placed on advertising as the Institute's major concept for marketing, a questionnaire was distributed on advertising effectiveness and data were obtained from 252 completed responses. The results obtained from this study indicated that over the years the Institute has successfully built advertising awareness. Currently, it has no formal structured marketing strategy. The approach appears to be ad hoc, disjointed and uncoordinated. There are positive attempts to rectify this posture. However, the evidence available suggests that the journey will not be easy and the transition will not be rapid.

<p>Environmental issues have within the recent years become a frequently debated matter and corporate social responsibility (CSR) has become a new determinant for consumers purchase decisions. As a consequence of this, ever more companies have begun to implement different CSR initiatives in order to take responsibility for the environment. The arguments differ among researchers whether it is actually profitable for companies to invest in CSR initiatives.</p><p>In this study we have based upon the functional theory of attitudes and identified different factors that are likely to affect consumer attitudes towards an environmental CSR initiative and formed a model for this. The model postulates four main factors that are likely to affect consumers attitudes towards an environmental initiative; which attitude a consumer holds towards the actual product (in this case the paper bags) in question, the extent to which a consumer considers environmental responsibility to be important, the extent to which a consumer considers environmental issues to be a threat to her-/himself and the amount of information a consumer receives about the initiative. To test our model we used a quantitative approach and investigated the consumer attitudes towards the initiative <em>no plastic bags</em> at the shopping centre Strömpilen, Umeå.</p><p>We found that consumers in general are very positive towards the initiative. We then looked closer into what parts of our model that had significant impact on consumer attitudes towards the concept. The Chi-Square tests showed that three of four parts in the model could be verified. These parts were; the consumer’s attitude towards the actual product (in this case the paper bag), how important environmental responsibility is to a consumer and to what extent a consumer sees environmental issues as a threat to her-/himself. The fourth part of the model; the amount of information a consumer has received could not be verified. Thus the model was modified and was in the end constituted by the three parts that had been statistically verified.</p>

<p>Med en allt mer konkurrensutsatt marknad är det svårt för företagen att nå ut med sina budskap till konsumenterna. Reklam är inget som lockar längre och möjligheterna  att  slippa  dem  blir  bara  fler  och  fler. Ett  relativt  nytt  sätt  att ändå få ut sitt budskap är att förpacka det i redaktionellt material och göra ett TV-  program  av  det  hela,  programming,  det  vill  säga  helt  eller  delvis förfinansierade program.</p> / <p>Due to more and more competition on the market companies find it harder to get  their  message  through  to  the  customers.  Nowadays,  popularity  for commercials is decreasing and the possibilities to skip commercials increases everyday. A relatively new form to reach out to the customers is to wrap up the advertising  in editorial material and make an ordinary TV-program,  i.e. pay for part- or the whole production.</p>

<p><!--StartFragment--><p>Det har inom området marknadsföring skett en förskjutning av fokus, från enbart aktioner i syfte att öka försäljningen till att företag i dag vill skapa en relation med sin kund. Tanken bygger på att företagen ur ett långsiktigt perspektiv ska vinna på att delta i relationen, även om relationen ibland medför ökade kostnader, andra uppoffringar och utbyten av bland annat känslig information.</p><p> </p><p>Vi har undersökt fenomenet genom att läsa litteratur inom området samt utfört en egen undersökning av Roupéz kunder där vi fått fram vilka faktorer som är viktiga för att en långsiktig relation ska existera. Vi har också haft tillgång till tidigare undersökningar som gjorts åt Roupéz.</p><p> </p><p>Roupéz är verksamma inom profil och presentreklambranschen. Deras mål är att på ett enkelt och rationellt sätt stärka kundens varumärke genom att fördjupa kundrelationen och öka teamkänslan hos personalen. Roupéz startades år 1989 och har kontor i Värnamo, Jönköping och Växjö.</p><p> </p><p>De faktorer som är viktiga vid skapandet och bibehållandet av en relation av affärskaraktär är enligt litteraturen, vår egen studie och de tidigare undersökningarna att företagen arbetar i interaktion där det sker utbyte socialt, utbyte av information men även utbyte i processer så som produktion. Andra viktiga faktorer för att en relation ska kunna existera är tillit företagen emellan och att parterna är engagerade och kommunicerar i de processer som hör relationen till. Vi vill slutligen peka på att i ett föränderligt affärsklimat är det viktigt att underhålla relationen genom att arbeta kreativt och innovativt i de processer där företagen interagerar.</p><!--EndFragment--></p>

Environmental issues have within the recent years become a frequently debated matter and corporate social responsibility (CSR) has become a new determinant for consumers purchase decisions. As a consequence of this, ever more companies have begun to implement different CSR initiatives in order to take responsibility for the environment. The arguments differ among researchers whether it is actually profitable for companies to invest in CSR initiatives. In this study we have based upon the functional theory of attitudes and identified different factors that are likely to affect consumer attitudes towards an environmental CSR initiative and formed a model for this. The model postulates four main factors that are likely to affect consumers attitudes towards an environmental initiative; which attitude a consumer holds towards the actual product (in this case the paper bags) in question, the extent to which a consumer considers environmental responsibility to be important, the extent to which a consumer considers environmental issues to be a threat to her-/himself and the amount of information a consumer receives about the initiative. To test our model we used a quantitative approach and investigated the consumer attitudes towards the initiative no plastic bags at the shopping centre Strömpilen, Umeå. We found that consumers in general are very positive towards the initiative. We then looked closer into what parts of our model that had significant impact on consumer attitudes towards the concept. The Chi-Square tests showed that three of four parts in the model could be verified. These parts were; the consumer’s attitude towards the actual product (in this case the paper bag), how important environmental responsibility is to a consumer and to what extent a consumer sees environmental issues as a threat to her-/himself. The fourth part of the model; the amount of information a consumer has received could not be verified. Thus the model was modified and was in the end constituted by the three parts that had been statistically verified.

<!--StartFragment-->Det har inom området marknadsföring skett en förskjutning av fokus, från enbart aktioner i syfte att öka försäljningen till att företag i dag vill skapa en relation med sin kund. Tanken bygger på att företagen ur ett långsiktigt perspektiv ska vinna på att delta i relationen, även om relationen ibland medför ökade kostnader, andra uppoffringar och utbyten av bland annat känslig information.   Vi har undersökt fenomenet genom att läsa litteratur inom området samt utfört en egen undersökning av Roupéz kunder där vi fått fram vilka faktorer som är viktiga för att en långsiktig relation ska existera. Vi har också haft tillgång till tidigare undersökningar som gjorts åt Roupéz.   Roupéz är verksamma inom profil och presentreklambranschen. Deras mål är att på ett enkelt och rationellt sätt stärka kundens varumärke genom att fördjupa kundrelationen och öka teamkänslan hos personalen. Roupéz startades år 1989 och har kontor i Värnamo, Jönköping och Växjö.   De faktorer som är viktiga vid skapandet och bibehållandet av en relation av affärskaraktär är enligt litteraturen, vår egen studie och de tidigare undersökningarna att företagen arbetar i interaktion där det sker utbyte socialt, utbyte av information men även utbyte i processer så som produktion. Andra viktiga faktorer för att en relation ska kunna existera är tillit företagen emellan och att parterna är engagerade och kommunicerar i de processer som hör relationen till. Vi vill slutligen peka på att i ett föränderligt affärsklimat är det viktigt att underhålla relationen genom att arbeta kreativt och innovativt i de processer där företagen interagerar. <!--EndFragment-->