Zoekresultaten

Real-time Location Systems for Asset Management in Nursing Homes

Real-time location systems (RTLS) can be implemented in aged care for monitoring persons with wandering behaviour and asset management. RTLS can help retrieve personal items and assistive technologies that when lost or misplaced may have serious financial, economic and practical implications. Various ethical questions arise during the design and implementation phases of RTLS. This study investigates the perspectives of various stakeholders on ethical questions regarding the use of RTLS for asset management in nursing homes. Three focus group sessions were conducted concerning the needs and wishes of (1) care professionals; (2) residents and their relatives; and (3) researchers and representatives of small and medium-sized enterprises (SMEs). The sessions were transcribed and analysed through a process of open, axial and selective coding. Ethical perspectives concerned the design of the system, the possibilities and functionalities of tracking, monitoring in general and the user-friendliness of the system. In addition, ethical concerns were expressed about security and responsibilities. The ethical perspectives differed per focus group. Aspects of privacy, the benefit of reduced search times, trust, responsibility, security and well-being were raised. The main focus of the carers and residents was on a reduced burden and privacy, whereas the SMEs stressed the potential for improving products and services. Original article at MDPI: https://doi.org/10.3390/info9040080

Conceptualising influencer marketing

Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The conceptualisation proposes brand owners a methodology to choose the right influencers for their brands and guides influencers to perform optimally with their fan base. Lastly, a consumer perspective is taken to the discussion to emphasize the relevance of influencer marketing in the consumer purchase decision-making process.

Marketing marketing

Deze publicatie bevat de rede die Karel Jan Alsem gehouden heeft bij zijn installatie op 29 november 2013 als Lector Marketing/Marktgericht Ondernemen aan de Hanzehogeschool Groningen. Hij betoogt dat marketing een grotere strategische rol in organisaties zou moeten krijgen. Want marketing is bij uitstek de verbinding tussen klantwensen en het DNA van een organisatie. Doordat merken gemiddeld voor mensen niet heel belangrijk zijn, is goede branding en onderscheidende zichtbaarheid juist van belang. Met de groei van big data en het belang van onbewust gedrag, zullen vooral die marketeers in de toekomst succesvol zijn die de consument het beste begrijpen. Onderzoek is daarbij essentieel. Studenten zullen daarom meer moeten worden opgeleid met evidence-based marketing.

De kracht van collectieve marketing voor winkelgebieden

Influence marketing

This paper is based on all text received since the conference was announced late in 2009. Prospective participants were informed that no individual papers were expected but that the conference would be structured around one document, baptized ‘Lead-paper’, that would go through several rounds of amendments, additions, criticisms and alterations in the months ahead, aiming at a discussion document that would already represent views of participants and would allow us to begin our conference with a common knowledge based on our exchange of data, views, and questions, making the conference the more fruitful. This proposition led to a 1st version of the Lead-paper (5 pages, 2000 words) December 30, 2009, going through a 2nd edition (31 January 2010, 12 pages, 5152 words), a 3rd edition (1 March, 50 pages, 17.850 words) and a 4th edition (70 pages plus 14 pages attachments, 29.777 words), e-mailed on March 26, 2010, to all participants and distributed in Deventer at the opening session on 8 April 2010 in print. This 4th edition ‘Lead-paper’ was used as the substantial agenda for the conference on 8-9 April 2010 in Deventer. This is the 5th edition which incorporates substantial thoughts, criticism, questions, and remarks contributed in writing, by the participants and from other sources.

Strategic Marketing as Solution for Growing Uncertainties among National Non-Profit Sport Federations in the Netherlands - Research Design.

Dutch National Sports Organizations (NSFs) is currently experiencing financial pressures. Two indications for this are described in this paper i.e. increased competition in the sports sector and changes in subsidy division. Decreasing incomes from subsidies can be compensated with either increasing incomes from a commercial domain or increasing incomes from member contributions. This latter solution is gaining interest as a solution for the uncertainties. Many NSFs have therefore participated in a special marketing program in order to enlarge their marketing awareness and create a marketing strategy, in order to (re)win market share on the sports participation market and gain a more stable financial situation. This paper introduces my research related to the introduction of marketing techniques within NSFs and the change-over to become market oriented. An overview of existing literature about creating marketing strategies, their implementation, and market orientation is given. This outline makes obvious that the existing literature is not sufficient for studying the implementation of marketing techniques and market orientation within NSFs. Therefore, it shows the scientific relevance of my research. The paper concludes with the chosen research methodology.