...Nani Keys Global Marketing Research Paper Airbnb: Alternative Hospitality Introduction When a design conference came to San Francisco in 2007 and wiped out available vacancy in hotels, Brian Chesky and Joe Gebbia sought an opportunity to lessen their financial burdens and rent out the available space in their apartment. Almost 6 years later, their solution evolved into a successful Internet service that allows members to rent out homes or spare rooms to travelers. Through alternative marketing strategies including: acquisition, content marketing, and social engagement and personal testimonials, Airbnb now values at almost $2.5 billion. Officially founded in August 2008, Airbnb.com has become the traveler’s ‘go-to’ resource when looking for accommodations in over 192 countries. The original web site offered short term lodging, home-cooked breakfast for travelers as well as a business networking opportunity for those willing to share their space. The simplicity of the site has made it easy for members to build their own profile online to better connect with potential clients from all over the world. Lodging found through Airbnb varies from entire homes and apartments to igloos and private islands, creating a unique experience for every traveler. Acquisition In the beginning of 2011, Airbnb acquired a German competitor, Accoleo, initially launching their first international office. As international user rate increased, Airbnb established international offices in...
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...Dissecting the Success of Nina4Airbnb A White Paper on The Foundations of Marketing and How You Can Apply The Lessons to Your Campaigns By Nina Mufleh July 2015 What’s This About? In April, I launched the most exciting campaign of my career. After a decade of working with high profile personalities and Fortune 500 brands, I applied what I learned about marketing and storytelling to build a campaign that would show Silicon Valley com panies the value I would add to their teams. W ithin two weeks, the website that hosted the cam paign received nearly half a m illion hits, m y resum e was viewed over 14,000 tim es and I achieved m y goal of interviewing with Airbnb and dozens of other high profile companies. W ith global m edia attention and m illions of im pressions through social m edia, the experim ent was a hit. I’ve worked on several high impact campaigns, and this is the most exciting one because it succeeded without a budget or a support team, proving that the success was completely tied to executing the foundations of marketing. I never formally studied marketing, but I’ve always had an insatiable curiosity about what grasps people’s attention. I taught m yself the foundations by harnessing that curiosity, and I’m sharing my approach to creating Nina4Airbnb with the aim of adding value to other curious minds and sparking m ore interesting campaigns. The Background / The Challenge I moved back to California in 2014 after a decade in the Middle...
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...Marketing Challenges in a New Economy There is a new trend in today’s economy that does not involve large chain suppliers, retailers or wholesalers. This new trend involves companies that allow owners to rent out their physical assets to increase their income. This new business practice puts the producer directly in contact with the consumer to conduct business. This new trend in the consumer marketplace is known as the share economy. This paper will discuss how this new concept of the share economy has had an effect on the traditional economy and whether the shared economy is creating new value for the consumer or if it is just replacing existing business. The share economy concept involves individuals renting out their physical assets. For example, an individual who is looking to increase their monthly income has the option to increase their income by renting out their home. Another example would be an individual who rents out their car, which would otherwise be unused in their driveway. According to Geron (2013) Forbes estimates that this new economy will generate revenue into people’s wallets that will surpass $3.5 billion this year, with growth exceeding twenty-five percent. This new share economy has been able to grow at a very successful rate and has impacted a stagnant wage market into a disruptive economic force (Geron, 2013, para 9). One element that has helped to drive the share economy is technology. Technology has helped in improving the connection between buyers...
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...West Coast Forum Research Work Group Sustainable Consumption & the Sharing Economy Summary of Research Findings and Gap Analysis Topic: How state and local governments are promoting sustainable consumption and engagement in the sharing economy RESEARCH QUESTION(S) • What is the state of knowledge about sustainable consumption? How is this defined or framed? What are the emerging trends? What potential roles can municipal and state governments play? • What barriers have been identified and how might these be overcome? • What strategies, techniques and policies are effective at promoting sustainable consumption through reusing, renting, repairing, and sharing products and materials? • What GHG reduction benefits can be achieved through these activities? • What strategies, techniques, policies and innovative approaches have not yet been tried but have been proposed that are considered to have greatest potential? Note: This research summary builds on the findings of a previous literature review “Changing Consumer Behavior” presented at the 2012 annual Forum meeting. Many of the issues and key findings related to sustainable consumption are addressed there. Sustainable consumption is a rich and nuanced topic for which extensive literature exists. While not the primary focus of this review, the concepts around sustainable consumption provide a context for exploring specific activities of individual consumers such as renting...
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...Sharing corps: Should company build competitive advantage by embracing the sharing economy? SHARING CORPS SHOULD COMPANIES build a new competitive advantage BY embracing the SHARING ECONOMY? ECOVALA - December 2013 1 Sharing corps: Should company build competitive advantage by embracing the sharing economy? Ecovala © 2013 This report was produced by the Ecovala in December 2013. If no other source is specified, the contents of this report are under a Creative Commons Attribution – Non-Commercial - Share Alike 3.0 Unported License. You can find the full text of the license in this website. Ecovala Ecovala provides innovative solutions to private and public organisations to accelerate their transition towards sustainability. The organisation offers a wide range of services around sustainability and system innovation: from companies’ environmental assessment to sustainable strategic design, from new green services definition to effective implementation of CSR management. Based in Finland, the organisation is active throughout Europe, relying on an extensive network of like-minded organisations and sustainability experts. www.ecovala.eu Author Erwan Mouazan is director and founder of Ecovala. He develops and implements innovative sustainability solutions both at private and public level. Erwan owns a Master's degree in economics, with a specialization in international management. In the last 9 years, he has worked at international level in environmental...
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...Analysis of the paper: “When totems beget clans: The brand symbol as the defining marker of brand communities.” Student: Babel Alexey Course: MBA (internal) Subject: Marketing Management. Code: LB5202:03 Subject coordinator and lecturer: Dr. Breda McCarthy April, 2015. Introduction. In the last decade, there has been a vast increase in the number of different varieties of brand communities. There is no doubt, that this aspect has an extremely significant influence on a modern marketing process and the whole business properly. As a consequence, to create the successful business, contemporary managers should bear in mind and take more activities towards brand community. It is a vital necessity to determinate and interact with this communities, because the concept of implementation brand community into the marketing process has a huge positive effect for every firm. What is the brand community? There are many different surveys which give an explanation of the emergence of this fascinating phenomena, but all findings have a similar opinion, that brand communities are formed around “symbol”. As Greg Stratton and Jeremy Northcote (2014) mentioned, the brand community can be seen as a social category consisting of consumers who feel united by a common affiliation to brands (symbols). At the same time, social relations are not the key importance for this community, but a sense of the collaboration and collective...
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...Group Research Paper Amenities for Generation Y December 1, 2015 Andrew Walls HTM 561 Hotel Operations Management Group #1 Kenneth Choi 911754238 Gayle Lachica 915008047 Jazmin Martinez 913612640 Jillian Sobol 913786307 Jenny Wang 911562020 Introduction: During the past decade the hospitality industry has grown drastically. People are traveling and spending more than ever. Specifically, Generation Y, also known as the Millennial Generation, has started to surpass the Baby Boomer generation in size. This year, in 2015, it is projected that the Millennials (ages 18-34) will surpass the Baby Boomers (ages 51-69) with a staggering 75.3 million compared to 74.9 million (Fry, 2015). The Millennial Generation have one distinct characteristic that differentiates them from the rest of the generations and that is growing with the technological advancements as fast as they are being developed. Millennials by far have the highest percentage of smartphone usage than any other generation. As a result, Millennials are rated at the top of social media use. This is another aspect previous generations have never had before and that is social media presence instant gratification. Websites such as Yelp, TripAdvisor, AirBnb, and more offer a preview of a service or product. As well offer a reviewing system in which they are able to read the experience of other people. This design highly influences the decisions...
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...Theories of Marketing Week 1 – lecture 1 History of marketing 1. Production : supplying markets 2. Selling: convince people that what the organization happen to have is what they need. 3. marketing : let’s ask people what they want and then produce it. What can I make that will serve my customers better? It needs to be something relevant, innovative or unique MKG definition it’s all about sales and market share : it doesn’t say anything about relationship NOW : how can I create value so I will be able to sale more, it’s the only way to survive. To stay alive you need to have a lot of capabilities and tools to survive What is marketing? Marketing includes more than just needs, it’s concerned with providing the right product to the right person at the right moment. That way it creates value. This way it also incorporates innovation. Functions & processes/activities are the things we do to deliver customer value. These can be strategic and tactical. History of marketing thought - philosophy * Production orientation, huge production lines trying to find bigger markets. Its all about efficient distribution. Demand is huge, supply was very small, they didn’t care about colour for example. Marketing was all about getting your product efficiently to the consumer. Marketing is a very contextual science, how do we deal with circumstances, and how do we become successful in these circumstances. * Selling orientation, extra activities...
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...The DIGITAL ECONOMY I. Introduction ( Pearlson & Saunders, 2013, Introduction; Tapscott, 2014, Ch. 1) @mtpadam Week 1 1 COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 WARNING This material has been copied and communicated to you by or on behalf of the University of Newcastle pursuant to Part VB of the Copyright Act 1968 (the Act) The material in this communication may be subject to copyright under the Act. Any further copying or communication of this material by you may be the subject of copyright protection under the Act. Do not remove this notice. 1 Educational Objectives for Today • Foundations of the economy • Similarities and differences between analog and digital goods • Understand the basic concepts of the digital economy • A brief overview of the history of IT • Creative destruction and digital disruption | EBUS3050 | The Digital Economy| I. Introduction “These Google guys, they want to be billionaires and rock stars and go to conferences and all that. Let us see if they still want to run the business intwo to three years.” (Bill Gates, Microsoft, 2003) “$100 million is way to much to pay for Microsoft.” (IBM, 1982) Week 1 3 “Information technology and business are becoming inextricably interwoven. I don’t think anybody can talk meaningfully about one without the talking about the others.” (Bill Gates, Microsoft) “By 2005 or so, it will become clear that the Internet’s impact on the economy...
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...Pieter van de Glind Blancefloorstraat 17-2 1055 TC Amsterdam The Netherlands Pieter1987@Gmail.com St. N. 3845494 Research MSc in Sustainable Development – Environmental Governance Faculty of Geosciences, Utrecht University, the Netherlands August, 2013 Picture: Botsman, R. and Rogers, R. (2011). What’s mine is yours. How Collaborative Consumption is changing the way we live. HarperCollinsPublishers: London. 2 Summary Collaborative Consumption (CC) is a new socioeconomic groundswell in which traditional sharing, bartering, lending, trading, renting, gifting, and swapping are redefined through technology and peer communities. It is characterized by access, instead of ownership, to products and services thereby benefiting people, profit and planet. This ‘new’ form of sustainable consumption and entrepreneurship has the ability to transform business, consumerism, and the way people live (Botsman and Rogers, 2011). Examples of CC have been growing rapidly over the past few years. However, there is a dearth of empirical evidence about the actual growth potential of CC. Therefore, the knowledge gap addressed in this thesis is this dearth of empirical evidence and ultimately the question if CC has the ability to bring about a transition from current hyper consumption to a new socioeconomic groundswell of Collaborative Consumption. Objective In order to define the research objective, a transition theory perspective is taken based on the assumption that; if CC is truly a new socioeconomic...
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...Research Method (Sarah) Introduction The research method is outlined by an alternative study of the plan. This study will look at three main aspects: the technical specifications of the subject matter, the personal account, and the literary interpretation. The architectural plan is traditionally represented without the human figure, or as Robin Evans has pointed out, drawn as “amoebic” figures. Architectural drawings are often studied with a technical slant, although architecture has long been considered as “social artifact”1 . Thus literature, accompanied by photographic illustrations, is emergent as a device to test architectural apparatus, particularly in the domestic realm where aspects of dwelling and occupancy are not as closely recorded in formal documents as its physical history (e.g. building completion, demolition). This enables us to investigate the relationship between the building plan and its occupants, to understand the architecture as a dwelling. Technical specifications The Pearl Bank Apartments, built in 1972, was built to offer a transcendent mode of living that differentiated the uppermiddle class. More than its unprecedented stature that boasted an elite model of highdensity living, an interior component was specifically marketed as a key selling point — the living room. In the original Pearl Bank Apartments sales brochure, the text and images boast a large and brightlylit living room attached to a doublevolume ...
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...wallet. Usage of credit cards, cash or checks had been reduced due to the advancement of technology and emergence of e-Wallet. E-Wallet is an easy-to-use, convenient electronic prototype which acts as a secure global payment system by using only a mobile smartphone. This study is directed towards developing a model to explain the consumer's’ intention to adopt e-Wallet in the social context. It adopts Consumer Need for Uniqueness Theory based on the concept of Counter-Conformity Motivation (CCM) also known as Need For Uniqueness. Many researchers had explored the relationship of consumer’s intention to adopt on the technological usage context. However, little research in social context had been carried out. Therefore, this paper aims to examine the factors affecting the consumer adoption intention in social context. This paper found that CCM, self-identity and word-of-mouth (WOM) are the salient determinants in this study of knowledge of consumer adoption intention in e-Wallet. Keywords: e-Wallet, intention to adopt, counter-conformity motivation, need for uniqueness 1.0 Introduction According to the historical evidence, the first use of money is assumed to have started around 600 BC in term of coins (Davies and Davies, 2002). However, the world is evolving, due to the rapid change in technology. Most of the consumers have changed their ways of making bill payment. E-Wallet is the latest trend and phenomenon as the outcome of technology advancement (Patel,V, 2016). Not only...
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...India has an internet user base of about 250.2 million as of June 2014.[1][2] Thepenetration of e-commerce is low compared to markets like the United States and the United Kingdom but is growing[3] at a much faster rate with a large number of new entrants.[4] The industry consensus is that growth is at an inflection point.[5] Unique to India (and potentially to other developing countries), cash on delivery is a preferred payment method. India has a vibrant cash economy as a result of which 80% of Indian e-commerce tends to be Cash on Delivery. However, COD may harm e-commerce business in India in the long run [6] and there is a need to make a shift towards online payment mechanisms. Similarly, direct imports constitute a large component of online sales. Demand for international consumer products (including long-tail items) is growing much faster than in-country supply from authorised distributors and e-commerce offerings. Market size and growth[edit] India's e-commerce market was worth about $2.5 billion in 2009, it went up to $6.3 billion in 2011 and to $14 billion in 2012.[1] About 75% of this is travel related (airline tickets, railway tickets, hotel bookings, online mobile recharge etc.). Online Retailing comprises about 12.5% ($300 Million[7] as of 2009). India has close to 10 million online shoppers and is growing at an estimated 30%[8] CAGR vis-à-vis a global growth rate of 8–10%. Electronics and Apparel are the biggest categories in terms of sales. Key drivers in Indian...
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...provided the inspiration for the discussions of creativity and storytelling in this book, and in rian’s work. B 50 Cent: musician, actor, entrepreneur Joan Abrahamson: president of the research and education nonprofit Jefferson Institute, MacArthur Fellowship recipient Paul Neal “Red” Adair: oil-well firefighter, innovator in extinguishing oil-well blowouts in Kuwait 1 Roger Ailes: president of Fox News Channel Doug Aitken: multimedia artist Muhammad Ali: professional heavyweight boxer, three-time World Heavyweight Champion John Allman: neuroscientist, expert on human cognition Gloria Allred: civil rights attorney Brad Anderson: former CEO of Best Buy Chris Anderson: curator of TED conferences Philip Anschutz: entrepreneur, cofounder of Major League Soccer, investor in multiple professional sports teams David Ansen: former senior entertainment editor at Newsweek Rose Apodaca: pop culture, fashion, and style journalist Bernard Arnault: chairman and CEO of LVMH Rebecca Ascher-Walsh: journalist, author Isaac Asimov: science fiction author Reza Aslan: scholar of religious studies, author Tony Attwood:psychologist, author of books on Asperger’s syndrome Lesley Bahner: responsible for advertising and motivational research for the...
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...TAKING LEADERSHIP IN A DIGITAL ECONOMY BY TELSTRA CORPORATION LIMITED AND DELOITTE DIGITAL November 2012 deloittedigital.com.au telstra.com A NOTE FROM DAVID Consumers and businesses are rapidly embracing digital technology and this is redefining the traditional transaction model. We now have a new generation of globally connected consumers and businesses who behave very differently – and we must all adapt to these changes and take advantage of the new opportunities. By the end of the decade we will have connected just about every device to next generation networks, from smartphones and offices of the future, to educational resources and digital home appliances. The changes we are talking about are transformational. Everything, everyone and every place will be connected. This will make us more innovative and more competitive – and change the way we live and work for the better. The challenge ahead is how to best use the tremendous creativity, innovation and capability of Australians to participate in these new opportunities – whether it be m-commerce, Big Data, robotics or social media. Every part of our economy can benefit from this new era of connectivity. Our role, as Australian business leaders, is to help build a 21st century economy that is locally accessible and globally competitive. As a nation, we can lead the world and create positive change. David Thodey Chief Executive Officer Telstra 1 A NOTE FROM GIAM The world is changing. The internet has...
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