مطالعه برای پیاده سازی مدل رشد پایدار متمرکز بازاریابی رابطه ای توسعه وب در هیئت مدیره کریکت بنگلادش
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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Procedia Computer Science, Volume 3, 2011, Pages 1074–1082
A Relationship Marketing (RM) model has been developed through the analysis of web-enhanced RM focused promotional strategies of five grown sporting cases. Based on the encouragement and consequent approval of Bangladesh Cricket Board (BCB), the potential implementation of the model on BCB has been justified to enable their sustainable growth. A focus group study has been undertaken to justify the potential implementation of the model from BCB perspective. Diagnosing the potential significance, consequences, opportunities and problems of the web-enhanced RM focused sustainable growth model to enabling BCB’s growth by generating focus group’s impression about the model was the aim of the focus group study. The participants of the focus group study were chosen from the e-marketing experts, practicing in the same market, where the BCB has been operating their businesses. The result of the focus group study has appeared as positive and promising towards initiating a sustainable approach for BCB’s operation. A series of web-based RM focused promotions and market offerings are recommended, and the approach of implementing other similar and diverse numerous opportunities are suggested to BCB to initiate their journey towards sustainable growth by implementing the model. The result of the study shows that the web-enhanced RM focused promotional strategies, learnt from one market are applicable in different markets, but the relationship goals need to be accomplished following the target market’s needs, wants and demands.
Five grown sporting cases have been analysed, where the cases have been utilising Relationship Marketing (RM) focused web-based (websites and web 3.0 applications) promotions and offerings lucratively to attain and retain key stakeholders to sustain their growth. As a consequence, a web-enhanced RM focused sustainable growth model has been developed from the analysis. Nineteen RM indicators (different RM perspectives that an organisation can employ to enhance competitive advantage), four growth strategies, and the concept of Stakeholder Causal Scope (SCS, individual stakeholder’s value contributory scope in value-network, composed by key stakeholders) are derived from the case analysis.The cases have been positioning web-based promotions and offerings underlying these RM indicators and growth strategies focusing on facilitating prolific SCS in their value-network as a combined web-enhanced promotional effort to enhance competitive advantage in the aim of sustaining their growth.
نتیجه گیری انگلیسی
The purpose of this paper is mainly to discuss the findings of the focus group study that has been undertaken to justify the applicability of the web enhanced RM focused sustainable growth model on BCB. For this, initially the background, significance and application of the web-enhanced RM focused sustainable growth model, and its’ development procedure have been demonstrated briefly. Then the purpose, design and findings of the focus group study has been described, which has been undertaken following BCB’s initial encouragement and sub-sequent approval on justifying the model’s applicability from BCB perspective to strengthen its commercial return in the aim of attaining and sustaining its growth. E-marketing experts’ views have been recognised on the applicability of the e-marketing (web-based promotions and offerings) practices of the grown sporting cases, and the sub-sequent web-enhanced RM focused sustainable growth model from BCB perspective through the focus group study. The result of the study appears as positive and promising, yet challenging because of few weaknesses and threats, where needs BCB’s close control. Also, the study recognises that the web-enhanced RM focused promotional strategies, learnt from one market are applicable in different markets, but the relationship goals need to be accomplished following the target market’s needs, wants and demands, which facilitates the understanding of different e-markets’ inter-related preceding and emerging issues.