Emerging Technologies:

Halal, William E.; Kull, Michael D.; Leffmann, Ann

doi:10.2307/j.ctt2005tk7.33

Cited by 5 publications

(5 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…William E. Holal, Michael D. Kull, and Ann Leffmann predicted that "The early 2010s will witness the most striking technological advances in terms of number, scope, and sophistication that civilization has ever seen." 12 Meanings will date faster, images will fly by faster, focus of attention will narrow, and information content will erode further as the products of media are commercialized further.…”

mentioning

confidence: 99%

The Disembodied Librarian in the Digital Age, Part II

Martell¹,

Moran²,

Saunders³

2000

CRL

View full text Add to dashboard Cite

In the January issue of College & Research Libraries, the author began a discussion of four profound historical discontinuities—time and space, mind and body, real and virtual, and humans and technology—that are reaching critical thresholds as we enter the twenty-first century. Existing within multiple environments—technological, social, and cultural, these discontinuities are seldom acknowledged, but their influence on the future of our institutions is incalculable. An awareness of these discontinuities will assist librarians in (1) creating a new virtual space for libraries as physical space becomes less important, (2) adapting to states of disembodiment caused by roles deeply embedded in virtual environments, and (3) developing the new value-added services necessary for survival in the next millennium. In part II of this discussion, these discontinuities are related to new ways of being and thinking about the future of librarians and libraries. This article is followed by responses from Barbara Moran and Laverna Saunders.

show abstract

mentioning

confidence: 99%

The Disembodied Librarian in the Digital Age, Part II

Martell¹,

Moran²,

Saunders³

2000

CRL

View full text Add to dashboard Cite

show abstract

“…On the other hand, enter late and the niche of opportunity may have passed by. Indeed, some suggest this is more an exercise in 'market research' in mainstream scientific trends than true forecasting [10].…”

Section: Forecastingmentioning

confidence: 99%

Forecasting, backcasting, migration landscapes and strategic planning maps

Dortmans

2005

Futures

View full text Add to dashboard Cite

“…More recently, the appeal of BrandAmerica has benefited from the spread of modern information technology, and the resultant speed at which its value proposition has been transmitted to all corners of the earth. Similarly, financial democratization (the rise of multiple stock markets, junk bonds, mortgage securitization, and other sources of funding) and information democratization (the rise of global telecommunications and the internet) on a world-wide scale has exposed "light and potential users" around the world to the essence of BrandAmerica's value proposition (see -Halal et al, 1997, Friedman, 2000. Again, the positive benefits from all this for its affiliated "under the umbrella" organizations have been significant.…”

Section: Global Umbrella Brands and Bop Marketingmentioning

confidence: 99%

Successful marketing by multinational firms to the bottom of the pyramid: connecting share of heart, global “umbrella brands”, and responsible marketing

Wood¹,

Pitta²,

Franzak³

2008

Journal of Consumer Marketing

View full text Add to dashboard Cite

Purpose -This paper aims to contend that four significant ideas must be comprehended, and their connection and interaction understood if successful marketing to the 4 to 5 billion undeserved bottom of the pyramid (BOP) people in the world, by multinational firms is to be realized. These ideas are: the bottom of the pyramid (BOP) market itself; share of the heart versus consumer animosity; the nature and influence of global "umbrella" brands and responsible marketing as a guiding principle for all firms including those focusing on the BOP. Each of these ideas, in and of itself, represents an important dimension in today's global business environment, but taken together they offer a clearer understanding of how companies, particularly multinational companies, can do well (profit) and do good (improve humanity). Design/methodology/approach -The paper briefly overviews the BOP literature, highlighting those parts most relevant to this work; expands upon the notion of "share of heart" and its twin components consumer affinity and consumer animosity; delineates the nature and impact of global "umbrella" brands in BOP marketing; synopsizes the notion of "responsible marketing" in the BOP context, and proposes a conceptual scheme of how these ideas are connected, how they interact in today's business world, and how they can lead to ongoing business success. Findings -Mutlinational firms (MNFs) wishing to successfully pursue BOP markets need to blend their understanding of BOP uniqueness, with a clear understanding of the other three concepts, namely share of heart, gobal umbrella brands and responsible marketing. Tapping the potential of the BOP requires not only radicallly lowered priced products but also consumers with higher income. Marketers must address both parts of the problem since acting on either in isolation will not be effective. Originality/value -Global umbrella brands of the rich world (BrandAmerica, EuroBrand, BrandNippon, etc.) must also play a part in successful BOP marketing. The future of such global umbrella brands lies to a great degree with BOP markets as these markets are still growing, and thus represent and will continue to represent either enormous partners or enormous rivals. MNFs that truly understand the nature, scope and potential of BOP markets, and act in concert to market responsibly to consumers in such markets, will not only garner the needed share of heart related to long-term success in such markets, but will see their own global umbrella brand continue to thrive and prosper in the ever evolving global market arena.

show abstract

Emerging Technologies:

Cited by 5 publications

References 0 publications

The Disembodied Librarian in the Digital Age, Part II

The Disembodied Librarian in the Digital Age, Part II

Forecasting, backcasting, migration landscapes and strategic planning maps

Successful marketing by multinational firms to the bottom of the pyramid: connecting share of heart, global “umbrella brands”, and responsible marketing

Contact Info

Product

Resources

About