有關科技創新在擴散上的研究已行之有年，且有不少有關的研究發現及案例。但是創新的層面不只侷限於科技，在近年來服務創新、行銷創新等概念的興起，產生了創新領域內新的研究目標。而這些類型的創新擴散研究更是相當稀少，故本研究希望從此一方向進行探索性研究，期望同時有助於實務與學術的發展。 社會與科技的快速發展，促使網際網路的使用普及化，也影響到公司與消費者間的溝通及行銷模式。行銷創新：Inbound Marketing也是在這樣的情境下誕生。而近來台灣大量公司也採行Inbound Marketing作為重要的行銷手段時。讓公司不斷採納Inbound Marketing的理由及想法應該有可解釋的背後因素，所以本研究期望藉由研究的結果回答三點研究問題：(1) 影響行銷創新採用的重要關鍵因素為何？(2) 行銷創新擴散主要因素為何？(3) 不同產業在採用行銷創新上的異同為何？ 本研究藉由文獻與學理的回顧，進一步探討Inbound Marketing行銷創新。以創新擴散、科技接受模式及兩階段理論作為基礎，發展出個案研究的基礎架構。研究架構將創新採用的過程，以創新決策流程作為基礎，區分為動機、啟發、執行及常規化等四個階段，並結合科技接受模式及兩階段理論中所討論的要素，進一步發展出構面。動機構面中含括創新、環境及組織等要素，啟發構面則包含設定標的及尋求創新等項目，執行構面則有重新定義及釐清兩個步驟，最後的構面則是常規化階段。本研究採用多重個案研究法，依前述的架構構面與變項進入深入的探討。 本研究所得到的初步結論包括：(1) 資源、環境及競爭要素是影響行銷創新採用的重要關鍵因素。(2) Inbound Marketing的高創新可近性是行銷創新擴散的主要因素。(3) 消費性電子及連鎖餐飲業在Inbound Marketing行銷創新採用的比較中，產業差異並不顯著。本論文最後進一步提出實務上及後續研究上的建議。 / Studies in innovation distribution and diffusion field have been researched for decades, but most innovation target will focus on technology innovation. Marketing innovation is still a new issue in innovation diffusion field. The study wants to be a base for following research in this topic. Internet quickly developing has totally changed communication tools between customers and companies, and forced new marketing method (or “marketing innovation”) “Inbound Marketing” was generated. And in these years, more and more companies adopt inbound marketing as a regular marketing tool. This study tries to explain the factors and motivation of company adopts marketing innovations, main reason of marketing innovation diffusion and differences of marketing innovation adoption between different industries. This study review innovation, marketing innovation related research, and make sure study target” Inbound Marketing” as a marketing innovation. And the study frame combines innovation diffusion, technology adoption model and two stage theory to analyze all study cases. The study structure is divided into four stages: Motivation, Inspiration, Execution and Routinization. Motivation contains “Innovation”,” Environment” and “Organization” factors. Inspiration includes “setting targets” and “seeking innovation”. Execution has ” Re-define” and “clarify” two stages. Finally companies adopt innovation and “Routinization”. The study finds “Resources”, “Environment” and “Competition” would be the main reason of marketing innovation adoption. And the high accessibility of inbound marketing with “Environment ” and “Competition” is the main factor of marketing innovation diffusion. Finally ,comparing “ Consumer Electronics Industry” and “ Chain restaurants” two industries, the difference in marketing innovation adoption is not obvious.

Submitted by Regina Correa (rehecorrea@gmail.com) on 2016-09-19T19:48:16Z No. of bitstreams: 1 DissFHOC.pdf: 4797220 bytes, checksum: b0135398de121773d22185e9ed8dce59 (MD5) / Approved for entry into archive by Marina Freitas (marinapf@ufscar.br) on 2016-09-21T12:30:21Z (GMT) No. of bitstreams: 1 DissFHOC.pdf: 4797220 bytes, checksum: b0135398de121773d22185e9ed8dce59 (MD5) / Approved for entry into archive by Marina Freitas (marinapf@ufscar.br) on 2016-09-21T12:30:28Z (GMT) No. of bitstreams: 1 DissFHOC.pdf: 4797220 bytes, checksum: b0135398de121773d22185e9ed8dce59 (MD5) / Made available in DSpace on 2016-09-21T12:30:36Z (GMT). No. of bitstreams: 1 DissFHOC.pdf: 4797220 bytes, checksum: b0135398de121773d22185e9ed8dce59 (MD5) Previous issue date: 2016-02-26 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Nowadays supply chains have grown in size and complexity. In this environment, unforeseen events (ruptures) in the flow of goods, services or information can occur unexpectedly, having increasingly significant impacts on companies. Resilience is defined as the ability to prepare, adapt and react to ruptures, thus maintaining operations connected and having control over the structure and functions. Considering this, the activities carried out by inbound logistics may influence creating resilience in the supply chain, mainly by including the flow of materials and supplying the company, which are activities directly affected during the ruptures. However, little is known about how the inbound logistics contribute to creating resilience. Taking this into account, the aim of this study is to identify which resilience enablers there are and how inbound logistics use them to create supply chain resilience. A systematic literature review of resilience and inbound logistics, followed by content analysis defined what the activities of inbound logistics are, which resilience enablers there are in the supply chain and also defined how the activities make use of the enablers. In the next step of the research, a multiple case study of 2 Brazilian dairies was performed. Interviews were transcribed and content analysis was conducted using the QDA Miner software. Case-by-case and cross-case analyses were carried out, observing how different types of rupture can influence the enablers used. Thus, the resilience enablers present in cases were highlighted, and the activities that use them were defined, localized facilitators were, reacting speed, collaboration, communication, supply chain structure, flexibility, risk management, product innovation, contingency planning, redundancy, company's financial health, security technology, cross-functional groups, knowledge management, visibility and supplier quality. Knowledge about the relationship between them enables the companies studied to manage their resources more profitably and extend these practices to their suppliers. It should also be mentioned that the companies studied operate with low inventory levels, therefore other companies in the same situation can use the knowledge gained from this research to administer facilitators in order to recover from ruptures. / Nos dias atuais, as cadeias de suprimento têm crescido em tamanho e complexidade. Nesse ambiente, eventos inesperados (rupturas) no fluxo de bens, nos serviços ou nas informações podem ocorrer de forma repentina, tendo impactos cada vez mais significativos às empresas. A resiliência é definida como a capacidade de preparação, adaptação e reação a rupturas, mantendo assim as operações conectadas e o controle sobre a estrutura e as funções. Nesse sentido, as atividades realizadas pela logística inbound podem influenciar a geração de resiliência na cadeia de suprimentos, principalmente por englobarem o fluxo de materiais e o abastecimento da empresa, atividades diretamente afetadas durante as rupturas. Entretanto, pouco se sabe a respeito de como a logística inbound contribui com a geração de resiliência. Nesse sentido, o objetivo deste trabalho é identificar quais são os facilitadores à resiliência e como a Logística inbound utiliza-os para a criação de resiliência na cadeia de suprimentos. Uma revisão sistemática da literatura a respeito de resiliência e de logística inbound, seguida de uma análise de conteúdo, definiu as atividades da logística inbound, os facilitadores à resiliência na cadeia de suprimentos e as atividades que fazem uso dos facilitadores. Em uma etapa seguinte do trabalho, realizou-se, um estudo multicaso considerando dois laticínios brasileiros. Para isso, foram realizadas entrevistas que posteriormente foram transcritas e submetidas a uma análise de conteúdo com auxílio do software QDA miner e foram feitas análises caso a caso e intercasos, observando como os diferentes tipos de rupturas podem influenciar os facilitadores utilizados. Desse modo, os facilitadores à resiliência presentes nos casos foram destacados, bem como definiram-se as atividades que os utilizam, os facilitadores localizados foram agilidade de reação às rupturas, colaboração, comunicação, estrutura da cadeia de suprimentos, flexibilidade, gestão de riscos, inovação do produto, plano de contingência, redundância, saúde financeira da empresa, tecnologia de segurança, grupos interfuncionais, gestão do conhecimento, visibilidade e qualidade do fornecedor. O conhecimento de como as atividades da logística inbound utilizam os facilitadores, possibilita que as empresas estudadas gerenciem seus recursos de forma mais profícua e estendam essas práticas a seus fornecedores. Destaca-se ainda que as empresas estudadas operam com níveis de estoque baixos, portanto outras empresas com a mesma condição podem utilizar-se dos conhecimentos aqui desenvolvidos para administrar os facilitadores, de forma a se recuperar das rupturas.

Introduktion: Studien behandlar små och medelstora företag (SMFs) inom fordonsindustrin. Kontexten berörs med hänsyn till att forskningsfronten saknar empiriska exempel avseende relationen mellan olika inbound open innovation aktiviteter och företagens innovationsprestation. Fenomenet inbound open innovation innebär att företag genom olika samverkansaktiviteter utnyttjar externa flöden av kunskap och teknologi, för att främja framkomsten av nya produkter och processer. Följaktligen utreder studien relationen mellan företagens innovationsprestation och aktiviteterna; (1) teknologisk rekognosering, (2) vertikal teknologisk kollaboration, (3) horisontell teknologisk kollaboration, (4) teknologisk anskaffning.   Syfte: Syftet med studien är att undersöka relationen mellan fyra former av inbound open innovation aktiviteter och innovationsprestation i små och medelstora företag, inom fordonsindustrin. Insikterna från studien ämnar stärka de små och medelstora företagens konkurrenskraft på en globaliserad marknad. Studien ämnar även främja helhetsbilden av vilken effekt olika inbound open innovation aktiviteter har i praktiken.     Teori: Studien baseras på tidigare forskning och teorier avseende inbound open innovation i små och medelstora företag (SMFs).      Metod: Studien bedrivs via en kvantitativ metodansats. Ett själv-administrerat frågeformulär har distribuerats ut via mail till 370 stycken VD:s. Insamlad data har bearbetats i SPSS genom flertalet statistiska tester, vilket utmynnade i att studiens fyra hypoteser testades och utreddes.   Slutsats: Studiens resultat påvisar att SMFs inom fordonsindustrin kan förbättra sin innovationsprestation genom att bedriva aktiviteterna teknologisk rekognosering, vertikal teknologisk kollaboration samt horisontell teknologisk kollaboration. Aktiviteten teknologisk anskaffning befanns inte ha någon signifikant inverkan på innovationsprestationen. Studiens insikter kan stärka de små och medelstora företagens konkurrenskraft på en globaliserad marknad. Insikterna främjar även helhetsbilden avseende vilken effekt olika inbound open innovation aktiviteter har i praktiken. / Introduction: The study concerns small and medium-sized enterprises (SMEs) in the automotive industry. The context is touched because the research front lacks empirical examples of the relationship between different inbound open innovation activities and innovation performance. The phenomenon of inbound open innovation means that companies, through different collaborative activities, exploit external flows of knowledge and technology to promote the emergence of new products and processes. Consequently the study investigates the relationship between innovation performance and the activities; (1) technological scouting, (2) vertical technological collaboration, (3) horizontal technological collaboration, (4) technological acquisition.   Purpose: The aim of the study is to investigate the relationship between four forms of inbound open innovation activities and innovation performance in small and medium-sized enterprises, in the automotive industry. The insights from the study aims to strengthen the competitiveness of SMEs in a globalized market. The study also aims to promote the overall picture of the impact of different inbound open innovation activities in practice.   Theory: The study is based on previous research and theories regarding inbound open innovation in small and medium-sized enterprises (SMEs).   Method: The study is conducted through a quantitative methodology. A self-administered questionnaire has been distributed by mail to 370 CEOs. The collected data has been processed in SPSS through different statistical tests, which resulted in the study's four hypotheses being tested and investigated.   Conclusion: The studies result shows that SMEs in the automotive industry can improve their innovation performance by conducting the activities of technological scouting, vertical technological collaboration and horizontal technological collaboration. Technological acquisition was found to have no significant impact on innovation performance. The findings can promote the competitiveness of SMEs in a globalized market. The insights also promote the overall picture of the impact of different inbound open innovation activities in practice.

With the change in behaviour from the customers’ side, due to the increased use of digital environments, marketers have seen a value in customer related data. In order to fully benefit from the data, many marketing efforts have been brought back in to the own organisation. This study aims to further explain how the marketing department have been affected by the changing in-house trend and give practical suggestions on how to cope with the challenges. Previous research in the area has been reviewed and a summary has been conducted. The data collection consisted of semi-structured interviews with marketers from various industries. Respondents with insightful information in the modern marketing department was interviewed and the findings later analysed. The analysis was conducted with support of categories established from the findings in the literature review. The study resulted in a confirmation of the in-house trend in modern marketing departments and the challenges facing them. The findings of the study have contributed to previous literature by confirming and adding insights in a field where most research is made by trade organisations. An independent academic study in the field could be seen as an important addition to the existing literature in the area. For marketers in the area, a greater understanding of the problem will help make the marketing efforts more effective. Key findings include the importance in understanding the customer and what is required in order to make best use of the in-house marketing department.

Background: As digitalization has arisen and further developed the way companies execute marketing strategies, new ways of creating value by effectiveness and efficiency as a foundation has emerged during the recent years. Two crucial marketing tools within digitalization are Marketing Automation and Inbound Marketing.    Problem:Striving to become more effective and efficient with digitalization and the new technology requires that companies can deal with new changes. Although, there is a gap in the research and how effectiveness and efficiency is perceived and how it further creates value for companies.    Purpose: This thesis aims to achieve a greater understanding of in what essence companies can become more effective and efficient in order to create greater value. RQ1: How does effectiveness and efficiency create value for companies regarding marketing automation and inbound marketing, and what is value for them?    Method: A multiple case study based on a qualitative research method has been executed with interviews of six companies. The companies interviewed is divided under three different levels of implementation of digitalization, non-user, in process, and user.  Conclusion: The results showed that depending on how much digitalization a company has implemented; the level of effectiveness and efficiency varies. The higher level of digitalization the higher level of effectiveness and value. Further, more value is created when the level of effectiveness and efficiency is higher. Good CRM systems together with long-term relationships and good communication enhances the development of digitalization within companies to further create more value.

This thesis was written as part of a Master of Science Degree in Strategic Entrepreneurship for International Growth and International Marketing. Aligned with the nature of the degree, this study aims to share useful insights to managers and marketers whom are looking into innovating their business by adopting an inbound strategy. This thesis researches a modern topic within business: inbound marketing. It aims to comprehend how the implementation of an effective inbound strategy drives sales growth, by understanding the effects that inbound has over the B2B buying and selling process. The study considers the newly presented changes within the European general data protection regulation and emphasizes the relevance of an inbound strategy. An in-depth study of existing theories and exploratory primary data was conducted in order to attain these objectives. Due to restricted existence of scientific theories within the topic, this study developed an original cohesive relationship model integrating inbound marketing to the B2B buying and selling process. This model served as a theoretical framework for the conduction of this research. The exploratory research was characterized by interviewing a number of experts within the field. Those experts provided indispensable insights regarding the phenomenon in focus, which in combination with the theoretical framework allowed for the completion of this study’s analysis. The focus was to understand the impact that the implementation of an inbound strategy had over business and how such impact led to an increase in sales. The results indicate that when effectively implemented by suitable companies, an inbound marketing strategy is relevant in acquiring potential customers at the right stage of the buyer’s journey and therefore driving a noticeable increase in sales.

Diplomová práce se zaměřuje na oblast ?inbound? logistického řetězce v automobilovémprůmyslu. Charakterizuje roli logistického integrátora a jeho funkce při zásobování výrobního závodu. Na konkrétním příkladu firmy GEFCO jako výhradního poskytovatele logistických služeb pro klienta PSA Peugeot Citroën práce ukazuje možnosti zkvalitnění služeb logistického integrátora. Práce vychází z roční odborné praxe uskutečněné autorkou v sídle společnosti GEFCO v Paříži v období červenec 2006- červen 2007.

El mercado de bebidas alcohólicas en el Perú es peculiar debido a las preferencias de los consumidores, en este sentido la cerveza cobra gran protagonismo, debido a su arraigo con el consumidor peruano. Así mismo, las actividades de marketing digital se han incrementado exponencialmente en el rubro en mención, por lo que es determinante para la presente investigación analizar ambos factores de cara a la escena actual del mercado de cervecería tradicional y la digitalización de los consumidores. Por lo antes expuesto, el objetivo del presente estudio es investigar como las actividades de Inbound Marketing guardan relación con el valor de marca de las cervezas tradicionales del segmento masculino del NSE C que residen en la zona 8 de Lima metropolitana. Para ello se diseñó una investigación cualitativa con la aplicación de instrumentos como focus group y entrevistas a especialistas, así mismo una investigación cuantitativa a una muestra de 385 personas a las cuales se le aplicó una encuesta. En este sentido, se consulta y contrasta con principales autores de investigaciones respecto a la metodología del Inbound Marketing y valor de marca, para que permita corroborar los resultados de la presente investigación. Finalmente, se obtuvo que las variables descritas si guardan relación entre sí, pues las actividades de atracción e interacción, propias del Inbound Marketing, incrementan positivamente el valor de marca, dado a sus esfuerzos en la comunicación empática y bidireccional. / The market of alcoholic beverages in Peru is peculiar due to the preferences of the consumers, in this sense the beer takes great prominence, due to its roots with the Peruvian consumer. Likewise, digital marketing activities have increased exponentially in the area in question, so it is crucial for the present investigation to analyze both factors facing the current scene of the traditional brewing market and the digitalization of consumers. For the foregoing, the objective of this study is to investigate how the activities of Inbound Marketing are related to the brand value of the traditional beers of the male segment of the NSE C that reside in zone 8 of metropolitan Lima. To this end, qualitative research was designed with the application of instruments such as focus group and interviews with specialists, as well as a quantitative investigation of a sample of 385 people to whom a survey was applied. In this sense, it is consulted and contrasted with leading research authors regarding the methodology of Inbound Marketing and brand value, in order to corroborate the results of this research. Finally, it was obtained that the variables described are related to each other, since the activities of attraction and interaction, typical of Inbound Marketing, positively increase brand value, given their efforts in empathic and bidirectional communication. / Trabajo de investigación

¡iABSTRACT¡j Three internal fixed network companies started operations one after another in July, 2001. Instantly, telecommunication market is running into a state of intense competition in our country. Besides comparing with each company's price and the quality of product, customers also take the services into consideration. It is thus important to attract customers by conducting the cost and the services for telecommunication companies. That means, it is important to find the differences between products and the services. Thus, to remain a good relationship with customers is indispensable for a successful business. ¡§Call Center¡¨ is the key of the service. According the research, the operational efficacy of the service department is growing quickly. The growing domain is not only increasing the limit but also increasing the content. Thus, the business managers must have different views about their agents. The agents are no more low human resources. A good agent will benefit a focal point of strategic market by training. Call center will be from a ¡uCost Center¡vto a ¡uProfit Center¡v. Besides transmitting to the customers the ideas of the company, the products, the services and the operating ideals, the agents are also the moment of key point between the company and the customers. It needs to go with officials and managers, if an agent wants the customers to feel satisfied. To create the best values and products, the other personnel must help the agents. This research is an exploration, take company A as an example, of the moment of quality of inbound operation that customers call for telecommunication's Call Center with internal customers¡¦ viewpoints and external customers¡¦ suggestions of quality. To do a deeper constructional exploration systematically what kind of serviceable quality does customers need, this research utilizes the technique of QFD (quality Function Deployment) and found: First, customers request the quality of voice (external metrics). The important items are to handle questions correctly, answering rate, and the ability to solve problems. Second, the important items of service quality (internal metrics) include average handling time, percentage of calls handle on the first calls, the capability of solution, percentage of abandonment, and the ability of specializing knowledge. Third, functions of supportive system that effect on the servicing quality (concerning metrics). There are eight important items about it. It Includes the investigation of customer satisfaction, thrust out promote activity, setting up the evaluation of servicing quality, productivity of agents, handling of current working situation, setting up the objective and the measuring standard of servicing quality, thinking highly of call center, and handling of the unexpectedly events. According the documents and the operating system of call center and to promote the service quality, it offers suggestions of the operating system and methods to improve the countermeasure of management. It proves the crucial point of importance of total service systems.

Background: There is a knowledge gap in the B2B-businesses adoption of inbound marketing strategies. The B2B sector has a substantial economic impact on the society and their marketing activities need to adapt towards the digital era. In the Swedish market, this has not yet been sufficiently researched up until this point. Purpose: This study serves to provide insight in key issues and problems when B2B businesses incorporate inbound marketing strategies. The maturity in the Swedish B2B market aims to be investigated and implementation problems to be highlighted. This information could aid Swedish B2B businesses in the future by becoming aware of issues beforehand. Also, this can give B2B businesses beneficial insights when the sector is increasingly adopting inbound marketing in the future. Method: In order to achieve in-depth understanding on the subject, a qualitative study with an exploratory design was conducted. By judgemental sampling methods, the research incorporates insights by knowledgeable industry professionals. Empirical findings were conducted through semi-structured interviews in which participants were encouraged to discuss inbound marketing in a B2B context in both detailed and broader terms. Conclusion: This study show that digital marketing is widely adopted in a B2B context, but inbound marketing strategy maturity is difficult to measure on a scale from this type of research. Key issues to implementation are organisational issues within a business, difficulty to determine goals, lack of knowledge in management about digital channels and possibilities, in addition to changing behaviour by B2B sales representatives. The future is looking bright for inbound marketing strategies even after the GDPR takes effect in May 2018, this study has shown.