| Tugas Anotasi Mata Kuliah Riset Pemasaran | |||||
| | Nama Penulis | Judul Artikel | Riset Question | Metode | Temuan |
| 1. | Ram Herstein, Yoram Mitki, and Eugene D. Jaffe | Communicating a new corporate image during privatization: the case of El Al airlines | The purpose of this case study is to trace the new corporate image communication design and implementation phases of the privatization process of El Al airlines. | This article explores the transition process of a government-owned airline with a popular-national image to a private company with an exclusive-national image, focusing on the implementation of its new corporate image communication process. | The case study described here suggests that the corporate image communication process of a company that has become a private entity should be holistic and takes place on four levels – internal and external, formal and informal. |
| 2. | Manto Gotsi, Constantine Andriopoulos, Alan Wilson | Corporate re-branding: is cultural alignment the weakest link? | This study seeks to empirically examine cultural alignment with new corporate brand values in the rebranding aftermath. | Focuses on a case study of a firm that recently underwent a corporate rebranding campaign. Analysis is based on data collected through 14 in-depth interviews with senior managers, and questionnaire data from an intranet survey with the firm's employees. | The empirical findings highlight that despite the firm's internal communication initiatives, current staff attitudes and behaviours are not aligned with the new corporate brand priorities. Resistance to change appears to play an important role in this respect. Yet, interestingly, some divisions view the current culture as more aligned to the new corporate brand than others. Moreover, staff that have joined the firm after the rebranding exercise view the current culture as more aligned to the new corporate brand values than those who have been with the firm since before the launch of the new corporate brand. |
| 3. | Yong Jian Wang, Monica D. Hernandez, Michael S. Minor, Jie Wei | Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy | The purpose of this study is to explore the role of various superstitious beliefs in consumers' information processing and evaluation of brand logos. | When consumers encounter a brand logo without actually experiencing the company's offerings, superstition may be deployed to fill the void of the unknown to evaluate the brand logo and judge the benefits from the offerings represented by the brand. Multiple regression analysis was used to investigate the relationship between consumers' brand logo sensitivity and a number of antecedental superstition beliefs. | The results indicate that consumers' belief in fate has a negative effect on brand logo sensitivity, and consumers' belief in fortune-tellers, belief in magic and fictional figures, belief in lucky charms, and belief in superstitious rituals have positive effects on brand logo sensitivity, respectively. |
| 4. | John M.T. Balmer, Stephen A. Greyser | Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation | The aims of the paper are to examine the nascent area of corporate marketing. | The paper draws on some of the key literature relating to the history of marketing thought. | The study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation should be integrated under the umbrella title of corporate marketing. The paper introduces the 6Cs of corporate marketing. |
| 5. | Collins Osei, Ayantunji Gbadamosi | Re-branding Africa | The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re-branded to attract both international and domestic investments. | An extensive review of literature that encapsulates branding, nation branding, place/destination branding, foreign direct investment and issues associated with investment opportunities in Africa was conducted towards exploring how Africa has been branded and could be re-branded. | This paper finds that the extant literature is replete with publications that essentially associate Africa, as a brand, to poverty, underdevelopment, corruption, doom, pestilence and several other inauspicious features. Nonetheless, the article also shows that there are several existing virtues especially in the form of business opportunities in several sectors that could be accorded extensive publicity to espouse the continents' brand equity. These range from agriculture, to tourism, to real estate, to sports and several existing foreign direct investments already thriving in several parts of the continent. Hence, the suggestion for re-branding Africa as a viable continent for global business transactions is strongly emphasised in the article. |
| 6. | Jacqueline Botterill, Stephen Kline | From McLibel to McLettuce: childhood, spin and re-branding | This paper seeks to report historical research into McDonald's public communication strategies as the corporation responded to the rising tide of “political consumerism” that accompanied its global market expansion (1960-2005). | Reviewing the brand's public relations strategies, through a content analysis of news coverage, the paper analyzes the way communication strategists took account of the anxieties about youth labour practices, community relations, globalization, environment and obesity which forced the brand to acknowledge the lifestyle risks associated with children and youth. | The case study portrays McDonald's as a figurehead of US entrepreneurial multinational capitalism. It reveals how addressing public opposition through the courts can backfire on a brand strategy so keen on defending its honour. The case study also finds that listening and engaging with critics is as effective as suing them for McDonald's. |
| 7. | J. Robert Field, Blaise J. Bergiel, J. Martin Giesen, Courtney L. Fields | Branding: perceptual effects on consumer evaluations | The purpose of this study is to determine the extent that extrinsic product attributes (brand name/packaging) influence consumers' perceptions and resulting evaluation of intrinsic product attributes, quality, and purchase intention. | A 2 (brand) x 2 (treatment group) experimental “taste-test” design was created using two brands of cookies (national versus store brand) and two treatment conditions (whether the cookie was in its respective package or placed in the competitor's package). T-tests were used to compare mean scores of six product attributes (taste, texture, appearance, purchase intent, value) measured on five-point bi-polar adjective Likert scales. | Subjects' evaluations of the national brand were significantly higher compared to the store brand across five of the six cues with the exception of value (as measured by willingness to pay MSRP) when the national brand was in its respective packaging. Subjects also rated the national higher on four of the six cues when it was in the store brand bag. The reverse was not found when the store brand cookie was in the national brand bag. |
| 8. | Bill Merrilees, Dale Miller | Principles of corporate rebranding | The paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory is to be developed. | From the literature, the existing state of the theory of corporate rebranding is articulated. That theory is extended by the development of six principles and by case research. The principles are illustrated in the case of a Canadian leather goods retailer which has implemented a major corporate rebranding strategy. The paper demonstrates the value of organisational single case studies as a precursor to further research. | The single case enables a more in-depth analysis of how branding principles were applied to corporate rebranding. All six principles were supported, indicating the need for maintaining core values and cultivating the brand, linking the existing brand with the revised brand, targeting new segments, getting stakeholder “buy-in”, achieving alignment of brand elements and the importance of promotion in awareness building. |
| 9. | Philippa Hankinson, Wendy Lomax, Chris Hand | The time factor in re-branding organizations: its effects on staff knowledge, attitudes and behaviour in UK charities | As staff are vital to successful re-branding, particularly in the charity sector where restricted budgets limit reliance on external marketing, it is important to understand the impact of re-branding on staff. This study aims to examine the effect of time on staff knowledge, attitudes and behaviour and, in addition, the interaction of time with seniority, tenure and level of support for re-branding. | The paper first explores the literature from both the for-profit and non-profit sectors. A quantitative study was undertaken in nine leading, UK charities that had re-branded two, three and four years ago; n=345. The data were analysed using one-way and two-way ANOVAs. | A negative relationship was found between time since re-branding and the three constructs of knowledge, attitudes and behaviour. But this consistency was not mirrored by a consistency in the impact of interaction effects. |
| 10. | W. David Rees, Christine Porter | The re-branding of management development as leadership development – and its dangers | The purpose of this paper is to examine the re-branding of much management education and development under the heading of leadership and to identify the dangers this may bring particularly if it results in key management skills being neglected. | The authors use their extensive background in management education and development in the UK and abroad to consider the implications of the increasing emphasis on leadership as opposed to management education and development. Recent trends are identified as is both the distinction between and overlap between the terms leadership and management. Relevant literature is examined and the potential dangers of the re-branding process identified | Increasing use is being made of the term leadership. Whilst there is considerable overlap between the concepts of leadership and management, the market appeal to providers and users of qualification and short course programmes implies that leadership is a higher level of organisational activity than management. This may be an unrealistic view of organisational activity and ignores the concept of strategic management. However, it may create a market pressure for people to aspire to be leaders rather than managers. Four specific potential dangers are identified. These are the lack of emphasis on the need to match people to situations, a failure to distinguish between process and task leadership, the general lack of obvious pathways for people to become leaders rather than managers and neglect of the development of critical managerial skills. Whilst much useful work may take place under the title leadership there is also the overall danger that some of the activity is superficial and even counter-productive. |
FeniFine's Motto
"Kesuksesan anda tidak bisa dibandingkan dengan orang lain, melainkan dibandingkan dengan diri anda sebelumnya." ~Jaya Setiabudi
Kamis, 08 November 2012
Contoh Tugas Anotasi
Jumat, 20 Juli 2012
“EKBIS DICT!”
Saya ingin mencoba berkontribusi dalam pembuatan produk teknologi digital yang edukatif. Saya bersama dua teman dari Prodi Pendidikan Teknik Informatika (Nafngan Fitriansah dan Fatimah) membuat “EKBIS DICTIONARY”. Sebuah kamus ekonomi bisnis berbahasa Indonesia untuk ponsel android. Mengapa kami memillih android? Pertama karena banyak yang sudah memprediksikan bahwa masa depan android akan cerah[1]. Pangsa pasar android hingga kini terus tumbuh berkali lipat[2]. Sejauh pengetahuan kami, kamus ekonomi bisnis untuk ponsel yang berbahasa Indonesia adanya baru yang berbasis J2ME. Untuk kamus ekonomi bisnis berbasis android yang sudah ada selama ini baru berbahasa Inggris. Minggu, 01 Juli 2012
My Ideals :)
Dulu saya mengincar jurusan S1 Obat Alami Fakultas Farmasi UGM. Sayang, saat saya kelas XII, UGM menghapus Jurusan Obat Alami, jika ingin tetap jadi apoteker saya harus memilih jurusan S1 Farmasi yang terkenal susah dimasuki tersebut. Kakak kelas saya lebih banyak yang diterima di Jurusan Obat Alami dibanding jurusan Farmasi, otomatis hal ini membuat saya ciut dahulu. Karena selama masuk IPA rapor saya tidak pernah mendapat peringkat 10 besar. Bahkan pernah peringkat 10 besar dari bawah. :(
Saya berpikir saya cocok berkuliah di jurusan Manajemen. Pertama, saya berpikir bahwa dahulu peringkat saya anjlok karena saat SMA saya mengikuti kegiatan organisasi terlalu banyak (4 organisasi, dan memegang peran agak berat di 2 organisasi). Saya kira dalam Jurusan Manajemen akan diajarkan bagaimana mengelola organisasi yang baik. Sehingga apa yang saya pelajari sejalan, jika kelak waktu kuliah saya aktif di beberapa organisasi. Istilahnya bisa learning by doing.
Kedua, sejak SD saya suka berjualan kecil-kecilan, berlanjut ke SMP, hingga ke SMA. Saya pernah dimarahi Pak Guru fisika saya karena nilai fisika saya jelek, padahal beliau termasuk sering membeli beberapa dagangan saya. Beliau kurang lebih mengatakan bahwa sebaiknya saya tidak berjualan kalau bisa membuat nilai-nilai saya buruk. Entah kenapa saya dulu senang saja berjualan, tidak begitu memperhitungkan hasilnya. Tentu jika saya belajar kuliah di Jurusan Manajemen kemampuan jualan saya bisa lebih baik.
Saya sempat terpikir juga untuk masuk jurusan Ekonomi Pembangunan di UNAIR agar bisa memajukan perekonomian Indonesia. Tetapi sepertinya jurusan tersebut banyak pelajaran hitung menghitung (trauma hitung menghitung di IPA SMA) dan grade-nya termasuk tinggi meskipun tidak setinggi jurusan Manajemen. Akhirnya setelah timbang menimbang, saya mantap memilih jurusan Manajemen karena saya bercita-cita jadi pebisnis serta pelajaran hitung menghitungnya yang tidak begitu banyak.
Pilihan pertama Manajemen UNY. Untuk pilihan kedua berkisar Sejarah UGM dan Arkeologi UGM. Semuanya berkaitan dengan sejarah karena saya sangat tertarik dengan wisata sejarah. Dua-duanya sama-sama merupakan jurusan di UGM yang termasuk memiliki peminat yang cukup sedikit. Karena kata “sejarah” terdengar lebih membosankan dan kata “arkeologi” terdengar lebih seru, akhirnya untuk pilihan kedua saya jatuhkan pada Jurusan Arkeologi UGM. Alhamdulillah SNMPTN saya lalui dengan lancar. Terutama soal ujian TPA bisa habis saya kerjakan semua, hanya 2 soal yang saya ragu jawabannya.
Baru di tahun ketiga, saya berani berjualan, tetapi tidak berjualan langsung ke teman-teman dan bapak ibu guru dan karyawan sekolah seperti dulu. Ini tidak lain karena keberadaan Lab Wirausaha FE. Meskipun belum mempunyai administrasi sendiri, sejak saya semester 5 FE resmi terpisah dengan FISE. Salah satu terobosan yang dilakukan FE untuk menumbuhkan jiwa kewirausahaan mahasiswa adalah dengan mendirikan lab kewirausahaan. Disana siapa saja boleh menitipkan dagangan. Lab ini bernama EEC Mart.
Kurang lebih 3 bulan usaha berjalan tanpa analisis studi kelayakan bisnis. Secara kontinyu saya hanya mencatat saya titip dimana, berapa jumlahnya, dan laku berapa. Aliran kas terasa lumayan bagi ukuran saya. Saya kemudian membeli beberapa toples agar snack tidak cepat melempem, plastic sealer serta memanfaatkan timbangan digital bekas penelitian saya dan teman-teman. Namun dana untuk membeli aset-aset tersebut tidak semuanya berasal dari hasil bisnis. Karena diakhir tahun 2011 saya mendapat rejeki beasiswa PPA tambahan.
Saya kemudian menjadi tertarik dengan dunia hitung menghitung dalam bisnis, seperti studi kelayakan bisnis. Menghitung BEP, B/C Ratio, PBP, dan sebagainya. Namun bukan berarti saya sudah sangat lancar menghitung NPV dkk loh, hehe (malu). Saya menjadi sadar perhitungan-perhitungan yang dulu diajarkan di Manajemen Keuangan, Akuntansi Manajemen, Manajemen Biaya, dan kini Studi Kelayakan Bisnis (SKB) sangat berguna dalam bisnis, meskipun hanya berskala mikro.
Minggu, 24 Juni 2012
Sunrise Pertamaku :)
Libur panjang pertengahan Mei 2012 saya isi dengan menikmati keindahan alam salah satu bukit yang terletak di Piyungan selama 2 hari satu malam. Tepatnya 16 juni 2012 malam sampai 17 juni 2012 pagi. Hari Rabu ba’da Magrib dengan diantar kakak, saya melaju ke Dusun Kabregan, Piyungan, Bantul. Menyusul beberapa teman yang sudah sampai disana sejak sore tadi.
Kami mengadakan acara outbond untuk adik-adik SMA N 9 Yogyakarta. Kami menyewa beberapa rumah warga yang memang sudah biasa disewakan untuk wisatawan. Laki-laki dan perempuan beda rumah jelas. Karena peserta siswi puri cukup banyak, saya tidak mendapat tempat untuk tidur di dalam. Saya pun setengah tidur setengah bangun semalaman di teras bersama teman senasib yang lain.
Tetangga rumah yang kami sewa ternyata esoknya akan mengadakan hajatan. Alhasil kami ditemani satu lagu dangdut yang diputar berulang-ulang oleh mereka sampai dini hari! Saya pun terus terngiang-ngiang lagu itu sampai beberapa hari setelah outbond. Sempat cari tahu di google lagu itu judulnya apa dan siapa penyanyinya. Habis terngiang-ngiang terus sih, haha. Ternyata itu lagu milik Rhoma Irama, tapi kalau yang diputer disana dulu sih yang nyanyi cewek, mungkin nyanyiin ulang gitu ya. Judulnya apa saya lupa. Ini sepenggal lirik yang dulu terus terngiang-ngiang sampai beberapa hari itu:
“Mengapa, mengapa hatiku..”
Pokoknya kata mengapa-mengapa diulang-ulang. Hehe. Alhamdulillah sekarang sudah tidak terngiang-ngiang seperti dulu lagi .
Sebelum Shubuh kami mulai perjalanan menuju puncak bukit. Kami salat Shubuh di perjalanan. Ternyata cukup lama juga. Ternyata perjalanannya jauh juga, melelahkan tentu. Rasanya ingin istirahat di tengah jalan tapi takut kehilangan momen sunrise. O iya, saya dulu tidak ikut survay tempat, jadilah sekarang kaget dengan medan yang berkilo-kilo.
Akhirnya kami sampai juga di puncak. Dan taraaaa…. Saya ketinggalan detik-detik menuju sunrise. Tapi tak apalah pemandangan masih cukup bagus kok. Ini dia fotonya:
Dan saya ketagihan untuk pengen liat sunrise lagi!! Meskipun tadi perjalanan terasa berat, tapi setelah lihat sunrise,, gak nyesel dah tadi udah bercapek-capek ria mendaki bukit !!
Apalagi pemandangan di bawah bukit juga menarik, di sebelah utara tampak gunung Merapi berdiri dengan kokohnya. Pokoknya senang deh!
Sayangnya saya tidak bisa berlama-lama disana, karena saya harus jaga pos salah satu permainan dalam outbond. Oke deh.
Setelah selesai outbond, acara selanjutnya jelas, beres2 untuk pulaaannggg,,
Karena kemarin saya hanya diantar kakak saya, maka sekarang saya pulang ikut bis bersama adik-adik. Sepanjang perjalanan saya bersyukur. Alhamdulillah saya memutuskan untuk ikut acara ini. Rasanya senang. Meluangkan diri untuk berbuat baik memang lebih baik dibanding malas-malasan di rumah, hehe.
Saya jadi punya pengalaman lihat sunrise. Sebelumnya saya belum pernah lihat sunrise soalnya hhaha. Ndeso ya. Tapi kan malah orang desa yang tinggal di bukit, gunung, dan pantai iya kan? Jadi saya tidak ndeso no, haha #hanyalahpembenaran.
Sebelum ikut acara saya juga tidak tahu kalau bakal ada acara lihat sunrise, berasa surprise aja gitu.
Yah, pokoknya saya suka lihat sunrise dan ketagihan!!
O iya selama saya semalaman di teras saya melihat pemandangan yang cukup indah di langit. Kalau langit diatas desa tempat saya menginap sih cerah dan indah. Tapi yang membuat saya lebih tertarik itu kilatan-kilatan cahaya munkin petir tapi lebih mirip kembang api (menurut saya) di langit bagian tenggara. Beberapa kali saya coba memotret, tapi gagal. Cahaya itu muncul berkali-kali tapi dalam hitungan detik. Ya,namanya aja kamera pocket jadi ya kurang canggih mungkin untuk menangkap objek tersebut. Akhirnya saya video. Karena batere dan kesibukan sebagai tim outbond saya tidak bisa lama merekam kejadian itu.
Minggu, 03 Juni 2012
Jual Baju Renang Muslim dan Muslimah
>>> Fan Page Baju Renang Muslim <<<
Terima Pre-Order jumlah berapapun, meskipun 1 pcs, berikut harga untuk pre order satuan, tahun depan harga naik loh kakak sekalian, jadi silakan segera diorder selagi harga belum naik ^^
Diskon 15% untuk pre-order minimal 30 pcs :)
Bahan: Serena.
DP minimal 50% dari harga total.
Nama:
Sistem Pembayaran: Ketemuan langsung/ transfer
Produk: Baju Renang Muslim/Muslimah Anak/Dewasa
Jumlah: ... pcs
Model:
Untuk laki-laki: lengan panjang/pendek
Untuk muslimah silakan pilih diantara 3 berikut: ketik A/B/C
Senin, 07 Mei 2012
Tips Lolos ELTIM
Surga Dunia yang Baru
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