Firms are increasingly organized around the client. At the same time, there is customer pressure on green and sustainable organizations. The purpose of this paper is to map the current state of the research in the domain of customer-centric organizations from a sustainability perspective. We conducted a bibliometric analysis from published documents between 1990 and 31 July 2020. Key findings indicate that research on customer centricity and sustainability has increased in recent years, finding some trends and that the topic is structured into three clusters: (1) Sustainable Development, Customer-Centric Perspective, and Sales; (2) Sustainability and Commerce; and (3) Customer-Centricity and Sustainability Trends. The implementation of a bibliometric methodology and the focus given to the definition, the relationships, and the evolution of the three main clusters within the topic are the characteristics that differentiate our study from other publications or reviews in the field of research. In addition, all the documents that refer to practical cases were identified, and the main ones were analyzed, to provide highlights to practitioners who aim to deploy the customer centricity approach in their firms from a sustainable perspective and seeking that the corporate purpose is followed.
Firms are increasingly organized around the client. At the same time, there is customer pressure on green and sustainable organizations. The purpose of this paper is to map the current state of the research in the domain of customer-centric organizations from a sustainable perspective. We conducted a bibliometric analysis from published documents between 1990 and 2020. Key findings indicate that research on customer centricity and sustainability has increased in recent years and that the topic is structured into 3 clusters: (1) Sustainability; (2) Customer-Centric Perspective, and Sustainable Development; and (3) Customer Experience and Sales. Moreover, new concepts and technologies have been introduced during the last three years. The implementation of a bibliometric methodology and the focus given to the definition, the relationships, and the evolution of the three main clusters within the topic are the characteristics that differentiate our study from other publications or reviews in the field of research. This paper is beneficial for practitioners who aim to deploy the customer centricity approach in their firms from a sustainable perspective.
Comportamiento y experiencia de consumo desde la interconexión e interactividad de la World Wide Web: un recorrido teórico 1
Las teorías basadas en el contexto para organizaciones en países en desarrollo están creciendo. En este documento, nos basamos en la configuración de algunas instituciones especializadas de microcrédito para crear valor. Compiten en la base de la pirámide (BDP) en mercados emergentes e intentan generar valor social y económico a través de la creación de capacidades comerciales para mejorar la relación con el cliente. Nuestro dominio empírico se refiere a algunas instituciones colombianas especializadas en microcrédito. La teoría se basa en la visión basada en recursos de las empresas, aplicada al contexto mencionado. La unidad de análisis es la capacidad de comercialización en su entorno organizativo: organización para la capacidad de comercialización. Los principales hallazgos se relacionan con las categorías organizativas que configuran un sistema para crear valor social y económico para los microempresarios: estrategia social de microcrédito, capacidad de gestión en microcrédito, gobierno corporativo activo, cultura relacional y talento humano motivado.
This chapter looks at the digital marketing strategies employed by high-end make-up brands in Colombia, Latin America, as well as the changes seen online and offline. To this end, dedicated social media were analyzed with and interviews with experts on luxury cosmetics brands and high-end make-up brands' managers with experience in online and offline markets were analyzed using ATLASti. Study findings reveal that users' purchase decision-making behavior differs when they shop online and in points of sale. They also show that access to brand information changes defining moments. In addition, the study has proven that digital marketing strategies seek the execution and development of multimedia, multisensory experiences.
El manejo de la crisis con una visión estratégica del marketing es clave para explorar ventajas competitivas, mejorar el posicionamiento y la diferenciación, consiguiendo un impacto en la competitividad de la organización. La gestión estratégica del marketing durante la crisis es un componente central en la carta de navegación y la insignia del velero. Así es como este capítulo explora la centralidad en el cliente, la creación de valor y la generación de experiencias positivas con la marca durante la crisis. También, presenta cómo sacar provecho de la crisis, convirtiéndola en una oportunidad, para lo cual es importante el entendimiento del consumidor, el cambio de los comportamientos durante la crisis, los insights y la percepción de riesgo. Finalmente, el capítulo enmarca, desde una visión directiva, cómo la crisis es un medio para acelerar la innovación, la reinvención del modelo de negocio y la adaptación, para identificar oportunidades antes no vistas, y nuevas formas de hacer las cosas.
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