Contabilidade e Marketing

Faced with a turbulent environment and international competition, innovation has been seen as a major source of competitive advantage. In many cases, firms do not possess all the required resources for innovation. According to RDT, the firm is an open system and dependent on the external environment to accumulate the necessary resources. A lack of necessary resources yields uncertainty and risks to firms’ innovation activities. In other words, it is difficult for firms to develop new technologies and products effectively without sufficient resources. Corporate governance studies have indicated that outside and family governance power are critical accesses for firms to acquire the resources that they need for innovation activities. This study investigates the effects of outside and family governance power on firm performance under the contingent contexts of organizational capabilities. Hierarchical regression is used to test the hypotheses in a panel data of 1202 cases. On the basis of the agency theory and stewardship theory, the results indicate an inverse U-shaped relationship between outside governance power and firm performance. In addition, the proportion of family directors is negatively associated with firm performance, while the proportion of the family ownership is positively associated with firm performance. Organizational capabilities, in terms of R&D capability and marketing capability, play as moderators. R&D capability strengthens the relationship between the proportion of outside directors and firm performance, while marketing capability attenuates the relationship between the proportion of outside directors and firm performance. Managerial implications and future research directions are discussed.

In the context of digital marketing mode, the traditional retail industry encounters unprecedented impact and competitive edges of traditional marketing are disappearing. This paper comprehensively explores and analyzes retail precision marketing strategies based on the digital marketing model. Firstly, the predicament faced by the traditional retail industry from the aspects of commodity and consumer, sales technology and sales thinking is analyzed. Secondly, the strategic implementation of precision marketing in retail industry is presented. Finally, cases of precision marketing applications in reality are studied to analyze the digital marketing mode in three aspects: customer segmentation in marketing market, positioning of shopping basket and targeted customer marketing. It is demonstrated that using big data, changing the traditional marketing mode, implementing precise marketing strategy, accurately gathering Limited marketing resources to valuable customers, and establishing a new marketing mode are of great significance for long-term sustainable development in the era of new retail.

Online retail has become part and parcel of lives while talking about shopping and mobile shopping applications are gaining more and more importance. The research is a Comparative Study of online marketing factors affecting online consumer buying behavior of differently oriented shoppers. Online marketing Factors are similar to 4 P’s of marketing along with Technology, Service and security. Shopping Orientation is need based, trail based or combination of both. When studied which online marketing factor affect what type shoppers is interesting; Only “Promotion” and “Technology” were found to have a prominent affect on buying behavior of customers. For all the other factors namely Product, Price, place, Service and security no difference was found in buying behavior of customers with respect to their shopping orientation. Therefore differently oriented shoppers perceive Promotion and Technology differently in building buying behavior while all other factors are perceived by all the customers in a similar manner.