The use of the “Rational” system of global marketing communications in management of international enterprises
-
DOIhttp://dx.doi.org/10.21511/ppm.17(3).2019.02
-
Article InfoVolume 17 2019, Issue #3, pp. 14-30
- Cited by
- 1353 Views
-
636 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The modern system of global marketing communications is not ideal, that is why management of international enterprises needs to use creativity in their attempts to predict the results of the marketing activities. They often fail in forecasting, because specialists do not have necessary practical models and data.
The article deals with the questions of developing a model of the “rational” system of global marketing communications, which will be ready for the implementation into managerial processes of the Ukrainian firms. The model in the research is based on one-factor and multi-factor equations with calculations on the example of the well-known American company Nike, which works in the segment of apparel and footwear industry and can be a bright example of building a strong marketing communication strategy. Methods of linear and polynomial trends, smoothing average and exponential smoothing were used for the development of the proposed model.
The examination of the correlation between global income, costs on marketing communication activities of the international company and index of satisfaction by this enterprise on the market in the frames of the econometric model’s work showed the dependency, which can become a basis for future analysis. The invented model of the “rational” system of global marketing communications shows how managers can calculate the resultativity of specific marketing instruments, which they plan to accept as appropriate. Different indicators can be used in forecasting the effects of global marketing communications on the performance of international enterprises. The article shows that the more indicators are used in the model, the more accurate is the result.
- Keywords
-
JEL Classification (Paper profile tab)G32, D81, M31
-
References40
-
Tables1
-
Figures12
-
- Figure 1. Global incomes of Nike, Adidas and Puma, 2011–2016, in billions of euros
- Figure 2. Costs of the company Nike on creating demand, 2003–2015, in billions of dollars
- Figure 3. The index of satisfaction of American consumers by the companies of sports footwear in the USA, 2003–2017
- Figure 4. Correlation field for the index of satisfaction of American consumers and costs on marketing by Nike
- Figure 5. Correlation field of interconnection of the index of satisfaction of American consumers with the company Nike and its incomes, in the period 2006–2017
- Figure 6. Costs on creating demand by the company Nike, in billions of dollars
- Figure A1. Linear trend for Nike
- Figure A2. Polynomial line trend for Nike
- Figure A3. Exponential line trend for Nike
- Figure A4. Power line trend for Nike
- Figure A5. Linear trend for the company Nike
- Figure A6. Polynomial trend for the company Nike
-
- Table 1. Disadvantages and risks of the “unideal” system of global marketing communications from the management point of view
-
- Aven, T. (2016). Risk assessment and risk management: review of recent advances on their foundation. European Journal of Operational Research, 253(1), 1-13.
- Babatunde, O. (2015). Importance of Effective Communication in Public Organisations. Issues in Social Science, 3(2), 78-89.
- Barybina, Y. O. (2015). Комунікаційна політика крупноформатних підприємств торгівлі [Komunikatsiina polityka krupnoformatnykh pidpryiemstv torhivli]. Economic Forum, 2, 173-180.
- Beakbane, T. (2003). Preparing the Perfect Communications Brief (Beakbane Marketing Inc.).
- Braumann, E. C. (2018). Analyzing the Role of Risk Awareness in Enterprise Risk Management. Journal of Management Accounting Research, 30(2), 241-268.
- Brayant, A. (2014). Nike’s Demand Creation, In Billions. Infogram. Com.
- Bromiley, P., McShane, M., Nair, A., & Rustambekov, E. (2015). Enterprise Risk Management: Review, Critique and Research Directions. Long Range Planning, 48(4), 265-276.
- Fill, C., & Jamieson, B. (2006). Marketing Communications. Great Britain: Edingburgh Business School, Heriot-Watt University.
- Göransson, K., & Fagerholm, A-S. (2018). Towards Visual Strategic Communications: An Innovative Interdisciplinary Perspective on Visual Dimensions Within the Strategic Communications Field. Journal of Communication Management, 22(1), 46-66.
- Gorzen-Mitka, I. (2017). The Evolution of Risk Management Research: Changes in Knowledge Maps. Problems of Management in the 21st Century, 12(2), 106-121.
- Handley, L. (2017). While the Advertising World Goes Digital, Some Brands Are Still Sticking to Analogue Ads.
- Hmarska, I. A. (2011). Сутність та значення комплексу маркетингових комунікацій підприємств [Sutnist ta znachennia kompleksu marketynhovykh kommunikatsii pidpryiemstv]. Visnyk Khmelnytskoho Natsionalnoho Universytetu, 6(2), 114-118.
- Iacob, V.-S. (2014). Risk Management and Eveluation and Qualitative Method Within the Projects. Ecoforum Journal, 3(1), 60-67.
- Investors (2016). NIKE, INC. Reports Fiscal 2016 Fourth Quarter and Full Year Results.
- Ionescu, A., & Dumitru, N. R. (2011). Global Communication Techniques to be Applied By Multinational Companies. Romanian Economic and Business Review, 6(4), 84-92.
- Junior, R. R., & Carvalho, M. M. (2013). Understanding the Impact of Project Risk Management on Project Performance: An Empirical Study. Journal of Technology Management & Innovation, 8, 64-78.
- Leppaniemi, M. (2008). Mobile Marketing Communications in Consumer Markets. Department of Marketing, University of Oulu.
- Lesko, C. Jr., & Hollingsworth, Y. A. (2011). A New Approach to Communications Management Planning Through 3D Web and Semantic Web Technologies. Journal of Management and Strategy, 2(3), 25-34.
- Markillie, P. (2004). A Perfect Market. The Economist.
- Mnkandla, E. (2013). A Review of Communication Tools and Techniques for Successful ICT Projects. The African Journal of Information Systems, 6(1), 1-8.
- Mohammed, H. K., & Knapkova, A. (2016). The Impact of Total Risk Management on Company’S Performance. Social and Behavioral Sciences, 220, 271-277.
- Monllos, K. (2018). The Billboard Industry Thanked ’3 Billboards’ Using ’3 Billboards-Inspired Billboards. Adweek. Com.
- Newman, A. (2016). Communication Planning: A Template for Organizational Change. Cornell Hospitality Report, 16(3), 3-6.
- Podsada, R. (2014). Employee Recruitment: Branding and Marketing Isn’T Just for Sales.
- Powell, S. (2015). What Does the Perfect Internet Marketing System Look Like for Remodelers?
- Prostova, O. I. (2012). Інноваційні методи маркетингових комунікацій та перспективи їх використання в політичній практиці [Innovatsiini metody marketynhovykh kommunikatsii ta perspektyvy ikh vykorystannia v politychnii praktytsi]. Naukovi Pratsi Chdu im. P. Mohyly, 185(197), 28-32.
- Prymak, T. O. (2011). Маркетингові комунікації: особливості підготовки фахівців [Marketynhovi komunikatsii: osoblyvosti pidhotovky fakhivtsiv]. Marketynh v Ukraini, 4, 46-52.
- Raupp, J., & Hoffjann, O. (2012). Understanding Strategy in Communication Management. Journal of Communication Management, 16(2), 146-161.
- Ridha, M. B., & Alnaji, L. (2015). Analysis and Measurement of Risks in Business: A Case Study on The Jordan Valley Authority. European Journal of Business and Management, 7(9), 9-20.
- Shonubi, A. O., & Akintaro, A. A. (2016). The Impact of Effective Communication on Organizational Performance. The International Journal of Social Sciences and Humanities Invention, 3(3), 1904-1914.
- Skrynkovsky, R. M., Bochko, O. Y., & Haruk, K. B. (2016). Практичне застосування інтерактивних маркетингових комунікацій підприємствами [Praktychne zastosuvannia interaktyvnykh marketynhovykh komunikatsii pidpryiemstvamy]. Globalni Ta Nazionalni Problemy Ekonomiky, 10, 512-515.
- Statista (2017a). Adidas, Nike, & Puma Revenue Comparison 2006–2017.
- Statista (2017b). Customer Satisfaction Athletic Shoes (Adidas, Nike Etc.) in the U.S.A. from 1997 to 2018.
- Statista (2019). Digital Advertising.
- Stelmah, O. O. (2006). Інтерактивні маркетингові комунікації в менеджменті підприємства [Interaktyvni marketynhovi kommunikatsii v menedzhmenti pidpryiemstva] (Ph.D.). Donetsk State University of Economics and Trade named after M. Tugan-Baranovskiy.
- Tariszka-Semegine, E. (2012). Organizational Internal Communication as a Means of Improving Efficiency. European Scientific Journal, 8(15), 86-96.
- ThanhThuy, N. (2014). Branding and Integrating Marketing Communications to Strengthen Brand. Lahti University of Applied Sciences.
- Valackiene, A. (2010). Efficient corporate communication: decisions in crisis management. Engineering Economics, 66(1), 99-110.
- Vitlinsky, V. V., & Shatarska, I. F. (2012). Taking Rational Marketing Decisions Considering Quantitative Evaluation of Risks (pp. 93-97). Digest of scientific materials of the VI International School Symposium “AMUR-2012”.
- Wissem, E. (2013). Risks Management: New Literature Review. Polish Journal of Management Studies, 8, 288-297.