PENGIKLANAN STRATEGIK: JENAMA GLOBAL DI MALAYSIA

Author : Mohd Helmi Abd. Rahim, Maizatul Haizan Mahbob & Wan Idros Wan Sulaiman

Universiti Kebangsaan Malaysia

Abstrak

Globalisasi telah mewujudkan saling kebergantungan budaya dan negara di seluruh dunia. Dalam konteks pengiklanan, globalisasi telah mempengaruhi identiti budaya sesebuah negara melalui penggunaan jenama global. Jenama global dilihat pada konteks satu barangan yang mempunyai jenama, rekabentuk dan strategi kreatif pengiklanan yang sama dan beroperasi seolah-olah hanya terdapat satu pasaran sahaja di dunia. Perbezaan antara negara dan budaya telah diketepikan dengan alasan pengguna di seluruh dunia dimotivasi oleh keinginan dan kehendak yang sama. Pandangan ini telah menggerakkan perbahasan antara disiplin yang hebat di kalangan advokator, ahli akademik, malah pengiklan dan pengamal pengiklanan. Mereka berpendapat bahawa pengiklanan konsep Barat telah membawa pengaruh yang menjejaskan identiti budaya sesebuah negara. Dalam menangani isu ini, 200 iklan komersial telah dianalisis kandungannya. Kajian ini menggunakan konstruk budaya pengguna dan model strategik kreatif global. Penemuan menunjukkan bahawa entiti komersial di Malaysia banyak mengambil pendekatan identiti budaya lokal dan global dalam perlaksanaan kreatif pengiklanan mereka, berbanding pendekatan kreatif asing. Malah pendekatan kreatif pengiklanan yang bersifat glokal sudahpun digunakan. Selain itu, terdapat unsur standardisasi Asia yang turut ditemui dalam kajian ini.

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PENGARUH PENERAPAN STRATEGI PEMASARAN TERHADAP PERKEMBANGAN USAHA INDUSTRI KERAJINAN MARMER / ONYX Di KECAMATAN CAMPURDARAT KABUPATEN TULUNGAGUNG

Author : Sulastri Rini Rindrayani, M. Astiham.

Deskripsi :

Penelitian ini bertujuan untuk mengetahui (1) Pengaruh secara bersama-sama penerapan strategi pemasaran terhadap perkembangan usaha industri kerajinan mamer/onyx di Kecamatan Campurdarat Kabupaten Tulungagung. (2) Pengaruh secara parsial penerapan strategi pemasaran terhadap perkembangan usaha industry kerajinan mamer/onyx di Kecamatan Campurdarat Kabupaten Tulungagung. (3) Variabel penerapan strategi pemasaran yang paling dominan berpengaruh terhadap perkembangan usaha industri kerajinan memerlonyx di Kecamatan campurdarat kabupaten Tulungagung.

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Analisa Kesenjangan Kualitas Pelayanan dan Kepuasan Konsumen Pengunjung Plaza Tunjungan Surabaya

Thomas Stefanus Kaihatu
Fakultas Ekonomi Universitas Kristen Petra
Jl. Siwalankerto 121-131, Surabaya 60236, INDONESIA
Email: tkaihatu@petra.ac.id 

Jurusan Ekonomi Manajemen, Fakultas Ekonomi – Universitas Kristen Petra

ABSTRAK

Pelayanan pada dasarnya dapat dikatakan sebagai suatu tindakan dan perlakuan atau cara melayani orang lain untuk memenuhi apa yang menjadi kebutuhan dan keinginannya. Tingkat kepuasan konsumen atas suatu pelayanan dapat diukur dengan membandingkan antara harapan konsumen terhadap kualitas pelayanan yang diinginkannya dengan kenyataan yang diterimanya atau dirasakannya. Studi ini untuk melihat kesenjangan antara jasa yang diharapakan dengan jasa yang dirasakan oleh pengunjung Plaza

Tunjungan Surabaya. Kemudahan dan kelengkapan penyediaan berbagai produk, tanggung jawab atas kualitas dan penetapan harga, serta tanggung jawab atas keamanan barang dan keselamatan pengunjung maupun pembeli merupakan faktor-faktor paling sesuai antara apa yang diharapkan dengan apa yang dirasakan konsumen pengunjung Plaza Tunjungan Surabaya.

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Formal or Substantial Innovation: Enquiring the Internal Control System Reform in the Italian Local Government

Author: Elisabetta Reginato, Paola Paglietti, Isabella Fadda

Abstract

Understanding the reasons for the failure or the success of reforms is an issue that has recently attracted the attention of many scholars in the public sector field. The present study tries to contribute to this debate focusing on the social and cultural environment of the communities wherein the reforms are introduced as well as on their structural characteristics. The research is based on a survey carried out on a representative sample of Italian municipalities, whose aim is to understand the state of accomplishment of the Italian local government financial management reform. To this end, a set of internal control tools and techniques is analysed to assess whether they have been adopted and how they have been used. The findings of this part of the study are then related to the size of the entities – used as a proxy for the organizations visibility and complexity – as well as to their geographic location – used as a proxy of their socioeconomic environment. Results show that both the social and structural characteristics have influenced the reform accomplishment.

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The Singularity of Agrarian Cooperatives Management: Cooperatives Positioning in the Olive Oil Sector in Spain

Author: Yolanda Montegut, Eduard Cristóbal, Frederic Marimon

Abstract

Cooperatives are the basis of the social economy in many agricultural sectors. This research  work investigates the management situation of the olive oil cooperatives in Spain. The study identifies a typology of cooperatives based on their attitudes towards the sector. A positioning map of the different types of cooperatives is then established on the basis of their characteristics. The study concludes with important managerial aspects of cooperatives.

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Market Analysis for Mobile Virtual Network Operators (MVNOs): The Case of Turkey

Author: Hande Kimiloglu, Meltem Ozturan, Birgul Kutlu

Abstract

Nowadays, MVNOs are entering the market with the aim of providing new services in the mobile telecommunications industry. Current studies show that having an active and sizable mobile communications market, owning the necessary technological infrastructure, and developing the  imperative regulations are critically important factors for MVNO market development. In this respect, this study aims to portray the state of MVNOs in the global market and analyze the potential of the Turkish market. At the global level, MVNOs are rapidly developing in countries where the GSM market is already active and the consumer market hosts many segments with the potential to respond to different types of value-added services. As for Turkey, this market carries a high potential because of its active mobile communications industry providing a rich base of potential customers and an extensive variety of brands, companies, or institutions that

could be willing to enter this new business realm.

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Weak-Form Efficiency of Foreign Exchange Market in the Organisation for Economic Cooperation and Development Countries: Unit Root Test

Author : Juliana Ibrahim, Yasmiza Long, Hartini Ab. Ghani, Safrul Izani Mohd Salleh

Abstract

This paper will look at the weak-form efficiency of the foreign exchange market in thirty (30) Organization for Economic Cooperation and Development (OECD) countries. We employ Augmented Dickey-Fuller (ADF), Philip-Perron (PP) and Kwiatkowski-Phillips-Schmidt-Shin analysis to examine for the unit root. Using weekly data for the period 2000 to 2007, the results for weak-form efficiency using ADF and PP tests indicate that the exchange rates studied follow random walks. The current value of the exchange rate cannot be predicted using its past values. In addition, the OECD foreign exchange market consistent with the weak-form of the Efficient market Hypothesis.

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