Продвижение ведущими IT-компаниями HR-бренда в Интернете.
The article is devoted to the analysis of the experience of leading IT companies promoting their HR brand on the Internet using corporate websites and social networks. Value propositions are highlighted and an expert assessment of the quality of specialized HR - pages is given. It is shown that social networks are becoming the leading communication channel of the company with young specialists.
The purpose of the chapter is to recognize how customers perceive the value proposition content of network companies providing restaurant services. This is theoretical and empirical research in equal measure. The chapter presents the results of the restaurants value proposition study in Saint Petersburg (Russia) according to industry data and identifies the target audience key needs and industry characteristics in the market, semantic core formation, and clustering in order to identify the main criteria affecting the value proposition formation. The study was conducted among 16 chain restaurant holdings located in St. Petersburg, using statistical data based on the marketing statistical tool Google KeyWord Planner analytic database. The results made it possible to highlight key criteria of the value proposition by which consumers make their choice. This approach will allow standardizing decision-making systems on the possibility of identifying the innovative potential of the company’s transition to a qualitatively new level of service and use of production resources.
The article is devoted to developing customer value proposition of a trade company in grocery and FMCG retail. The main focus is on the value proposition components and the retailer’s product architecture. An approach retailer’s value proposition is a shopping infrastructure, containing three product levels: assortment and on-shelf availability (core product), store facilities (expected product), customer service (augmented product). Particular attention is paid to understanding the place of customer loyalty programs as one of the most widely used relationship marketing tools in customer value proposition-oriented business approach. The author identifies the specifics of customer behavior in grocery and FMCG retailing and formulates the criteria system for the customer store choice.
Purpose - The purpose of the research is to find out how projects of place development can be implemented in the framework of centralized public governance and antipathy of the host local communities weakening economic motivation in place management. Design/methodology/approach – First, descriptive data on interactions between organizers of three Russian event projects and their five host communities was gathered from secondary sources. Then the data was conceptualized in terms of benefits of new and existing place users embodied in categories “value proposition” and “established place use” respectively and compared for each case under investigation. Finally, activities of local stakeholders towards projects, on one hand, and activities of project organizers towards local communities, on the other, were systematized.Originality/value – Comparison of the value proposition of place development project with the established way of place use and further analysis of stakeholder activities regarding the project allow place stakeholders to choose relevant techniques for interaction when implementing the project. This paper offers important insights into user competition driven by simultaneous product use and interprets concepts of welfarism and paternalism for place management and development.
Due to the e-commerce rapid development during the COVID pandemic, the demand for logistics and its importance is increasing. A satisfied customer can drive e-commerce business forward. As logistical needs become more complex and logistics market becomes more competitive, service companies must strive to continually improve their value proposition to maintain their competitive edge. This study investigates the impact of two types of presentation formats (qualitative: text reviews and quantitative: star ratings) of online restaurant customer reviews on the value proposition. The study examines online restaurant reviews based on the review’s usefulness and the service experience enjoyment. Text mining was applied to online reviews to identify the driving forces behind explicit recommendations. Using semantic analysis, text mining technique, online customer reviews were analyzed from 16 largest restaurant chains, in St. Petersburg, Russia, which include 242 restaurants. Data from 201 reviews were collected from TripAdvisor, using web data collection technology. The relationships in the model were tested using multivariate analysis of variance. The results show that the delivery menu, ordering possibility through aggregators and delivery time were significant factors in the directionality of the reviews tonality. These three factors all relate to the service format logistics and restaurant business value proposition. This provides restaurateurs with clues on how to increase their efficiency and reduce dissatisfaction with restaurant delivery services. In contrast to similar studies on the relationship between value proposition factors and online reviews, this article explores the perceptions of the online reviews usefulness and focuses on the customer experience sentiment.
The article is devoted to the creation of Russian small cities’ tourist product. The model of consumer behavior with respect to tourism products and the concept of tourist product value for consumer are considered; the necessity to form complex value propositions for target audiences segmented by their needs is substantiated. The offer of small cities’ tourist product in three regions — Perm Krai, Vladimir Oblast and Tula Oblast is carried out. The possible ways of developing and improving small cities’ tourist product in these regions are determined. Particular attention is paid to the most promising areas for today - event tourism and cultural and educational thematic routes; high importance of gastronomy as part of the tourist experience is highlighted. The analysis leaded to identification of some problems, including insufficient use of event marketing potential to ensure a stable tourist flow throughout the year, as well as poor awareness of target audiences outside the regions. Recommendations proposed to improve the offer for target audiences.
The paper discusses the results of the consumer behavior survey conducted in the research project “Social and economic activity of the mature age people (50+): needs, satisfaction, consumer behavior models, interaction with business and authorities”. The findings confirm that creation of products and services for the older age cohorts must take into account both physiological characteristics of ageing, and psychological (cognitive) perception of age by target consumers.