Browsing by Author "Stewart, David"
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Item Open Access Blue Oceans: Looking overseas for business success - How do New Zealand SMEs internationalise and manage branding in foreign markets?(Te Herenga Waka—Victoria University of Wellington, 2015) Palazzetti, Daniele; Stewart, DavidThe purpose of this study and its underlying research questions is to understand how New Zealand SMEs, that fall within knowledge intensive service industries, internationalise and manage branding in foreign markets. The research is important because it aims to provide insight into cost effective means for SME’’s to directly deliver service solutions to international markets. Consequently, this will allow companies to further build and develop their resources, assets and markets. New Zealand is a small market economy with limited growth potential and domestic market opportunities. Therefore, companies are considering extending their sales activities and customer reach to foreign markets and develop international networks. In the literature review, a strong link between internationalisation and FSA has been established and Dunning (1997) suggested that firms develop a competitive advantage in their home market and transfer this advantage to international markets with CSA. Other literature pointed out that FSA and company capabilities can also be acquired and augmented abroad. Therefore, these can act as a driver and motivator for firms to internationalise. This is a phenomenological research and data was collected through semi-structured interviews. The findings of this research suggest that business have to focus on global niche markets and provide quality outputs in order to effectively compete internationally. The primary method for internationalisation is through personal and direct relationships with international key clients which facilitate foreign market entry. The organisational structure and corporate culture are key competencies that must be managed or they can turn into a barrier.Item Restricted CMSP803: Cert in Mgmt Stud Programme: Marketing Management(Victoria University of Wellington, 2011) Stewart, DavidItem Restricted CMSP803: Cert in Mgmt Stud Programme: Marketing Management(Victoria University of Wellington, 2012) Stewart, DavidItem Restricted CMSP803: Cert in Mgmt Stud Programme: Marketing Management(Victoria University of Wellington, 2016) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2009) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2009) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2005) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2008) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2005) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2007) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2007) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2010) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2008) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2006) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2006) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2013) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2015) Stewart, DavidItem Restricted CMSP803: Certificate in Management Studies Programme: Marketing Management(Victoria University of Wellington, 2014) Stewart, DavidItem Open Access Enterprise App Adoption: An investigation of the key factors that affect the adoption of mobile apps by Commercial Bankers at a financial services organisation(Te Herenga Waka—Victoria University of Wellington, 2015) Livingston, James; Stewart, DavidThe purpose of this study is to examine the key factors that affect the adoption of mobile enterprise applications by Commercial Bankers. A review of technology acceptance literature relating to mobile apps for employees found that there was a lack of qualitative studies in this area. A phenomenological approach was used for this qualitative research. Ten semi-structured interviews were conducted to deeply explore the participants' point of view, feelings and perspectives about mobile apps. The findings of the interviews confirmed three key advantages to using mobile apps as part of the participant’s employment: time saving, better customer conversations and faster decision-making. The data analysis isolated five key barriers: poor quality data, perceived value, ease of use, reduced customer understanding and mobile devices characteristics. Organisations wishing to speed the adoption of mobile apps by their employees should evaluate the importance and significance of these five identified barriers to adoption, and plan how to overcome them.Item Open Access Future marketing and engagement considerations for the non-surgical cosmetic enhancement industry for educated and professional male and female millennial generation target audiences(Te Herenga Waka—Victoria University of Wellington, 2015) Kadam, Sudipa; Stewart, DavidThis paper examines the relationship between the cosmetic enhancement industry and the generation of people who were born after 1980. It describes how millennial target audiences represent a significant investment opportunity for purveyors of cosmetic enhancement services and products. The paper also analyses the literature in the non-surgical facial aesthetic sector in the cosmetic enhancement industry and traces development through history as well as the need to effectively fine tune and improve its relationship with customers and media in the digital information age. The design and delivery of an interview series and online survey was undertaken to test and find a vector match for the intersection of millennial audience wants for cosmetic enhancement with their preferences for consumption of advertising, marketing and media on digital platforms. Companies that have products and services need to engage and converse effectively with millennials to ensure the market hears them and interacts in an economic sense.
