British Journal of Marketing Studies (BJMS)

EA Journals


Co-Creating Healthcare Campaigns through Design and Social Marketing Approaches (Published)

This theoretical article aims to present and describe the role of the design thinking approach, and social marketing canvas model in designing and improving an action plan for a healthcare campaign addressed to target audiences exposed to a disease, such as COVID-19. The latest global events encouraged this author to produce and write this essay to introduce two agile instruments for co-creating and co-producing a healthcare campaign considering the citizen experience. The design approach and social marketing canvas are based on agile methodologies and lean principles to reach two primary results: (a) design, co-create and co-produce a ‘social product/service’; (b) social marketing canvas co-organises the strategies required to address the ‘social product/service’ to a target audience. Furthermore, both tools have the role of inducing a social change by policymaking in healthcare campaigns in a humanised way and considering the individuals as the primary agents of social change.

Citation: Edson Coutinho Da Silva and Silvio Augusto Minciotti (2022) Co-Creating Healthcare Campaigns through Design and Social Marketing Approaches, British Journal of Marketing Studies, Vol. 10, Issue 1, pp.1-12





Keywords: Design, Innovation, Social Marketing, social change, social marketing canvas.

Experience Era & Marketing 4.0: The Four Primary Marketer’ Roles (Published)

This theoretical paper aims to approach the ‘new’ era in which experience and content marketing are integrated to add value to the customer, the key elements for customer experience management programmes and primary roles for marketers to become innovators. Over three decades marketing practices have transformed and absorbed innovation techniques to understand customer’s behaviour, improve services quality and gain customer satisfaction and loyalty. Then, experience, contents, data-driven, customer journey, service design, digital technologies and agile methodologies were included in the marketing vocabulary. Marketers became innovators inasmuch they need to handle and integrate these concepts, techniques, methodologies, and technologies. In general, four new roles have required marketers, such as Scientist, Strategist, Storybuilders and Socialisers performing in cross-organizational teams as well as multichannel platforms. Marketers have pushed for design and organising outstanding experiences to engage customers to share their energy, passion and contagious enthusiasm for products, services, or brands.

Keywords: Content, Customer, Experience, Innovation, marketer

The Relationship Between Market Orientation, Learning Orientation and Business Model Innovation: A Case Study Of Restaurants – Hotels in Ho Chi Minh City (Published)

Currently, people’s lives greatly improved, which has led to a fast-growing tourism demand, which requires the tourism industry to grow faster than the GDP growth rate, in which the hotel business system holds a prominent position. Therefore, the objective of this study is to explore the relationship between market orientation, learning Orientation to business model innovation of restaurants and hotels in Ho Chi Minh City (HCMC). The researchers surveyed 600 managers related to restaurants and hotels in HCMC. They answered 12 questions, and 545 samples processed. The data got from November 2019 to January 2020 in HCMC. Simple random sampling technique. The data analyzed Cronbach’s Alpha and the exploratory factor analysis (EFA), and multiple regression analysis. Research results showed that there is a relationship between market orientation, learning Orientation to business model innovation of restaurants and hotels in HCMC with significance level 0.01.

Keywords: Innovation, Learning, Market, and hotel., orientation, restaurant

Marketing Strategy and Innovation at Michelin (Published)

The great management guru, Peter F. Drucker, once made a very profound observation that, “Because the purpose of business is to create customers, a business enterprise has two and only two basic functions – marketing and innovation. Marketing and innovation produce results; all the rest are costs” (Drucker, 1995). In this paper, we focus on the marketing strategies and innovation strengths at the France based company, Michelin. The company simply produces tires made of rubber, but still has a multi-billion dollar empire and is a leader in the tire industry, and continues to generate new plans for advancing its business. Indeed, Michelin has one of the most recognizable logo in the world (see above). We delve into the history of Michelin, its association with French culture, and seek to deduce what are the factors resulting in its marketing and innovation models that contribute to its huge success over the last 125+ years. The central scope of the paper is to understand the marketing strategy of Michelin in the global marketplace, and, at the same time, to analyze how Michelin has been successful in being able to innovate and maintain a stronghold in this sector in terms of market share. With respect to innovation, we note key disruptions that Michelin has been producing in its research labs and with respect to its marketing. We dig deeply into the strategic-branding approach at Michelin and analyze topics such as brand positioning, brand image and equity, advertising, market segmentation, and targeting, all in the aforementioned global setting.

Keywords: Advertising, Brand Image, Innovation, Marketing, Michelin, Strategy


Online media is revolutionising the world through it new creative outputs and thus condensing entire world into a global village. Users of online media are increasing many folds every year. Online media mainly consist of Editorial media (online newspaper editions, journals, publication house, magazines) and Social media (Facebook, Twitter, Reviews and Forums, Youtube, Pininterest etc.). Online media is not only the source of branding and advertising but also a major source to create an impact and impression in minds of Readers/users. Nielsen is leading marketing research and information firm with nearly 34,000 employees in 100+ countries around the world. Nielsen is aggressively using online media to create a positive impact on the masses about their surveys, researches and other services. 5 major keywords performance (KPI’S) indicators namely Innovation, Consumer Study (what consumer buy and watch), Global provider, Insights and Spokesperson were being used for impact assessment. Entire data bulk was being divided in 4 tiers (levels) based on impact factor of the journal/publications. A modified Harvard tool called “Popping impressions” was being used to assess the effectiveness of KPI’S. Impact was assesed on basis of presence of keywords in articles which refers to exact or similar meaning of that particular KPI. 714 articles from different newspaper editions, journals, publication house, and magazines were being assessed. Studies showed that performance of KPI’S differed at each Tier. At Tier 1 and 4 Insights has made maximum impact of 12.7% and 7.6% respectively as major KPI. Consumer study ruled as major KPI with values of 13% and 19.2% respectively for Tier 3 and 4.

Keywords: Innovation, Nielsen impact assessment, Popping impression, consumer study (what consumer buy and watch), global provider, insights, spokesperson

Marketing Skills as a factor Influencing Adoption of Innovations along the Mango supply Chain in Meru County, Kenya (Review Completed - Accepted)

The study adopted descriptive survey design. The population of the study consisted of Mango Growers in Meru County and the mango traders and exporters. Meru County was chosen due to the good climatic condition that has made it suitable for mangoes production. This study adopted a probability sampling method to select the respondents for the study. Out of 13,442 farmers, traders and exporters, 447 farmers, 12 traders and 2 exporters were randomly selected for interview. Secondary data used in the study was collected from the Ministry of Agriculture Offices while primary data was collected from the respondents using a structured questionnaire with both open and close ended questions. Both qualitative and quantitative data were used in the analysis. Quantitative data obtained from the field was analyzed using descriptive and inferential techniques. The descriptive techniques adopted were means and frequencies while the inferential technique used were regression and correlation to establish relationship between variables in the study and inferences made. Frequency tables and charts were used to present the findings.

The study found out that majority of the traders/exporters were trained on marketing. They had price knowledge, product knowledge and promotion knowledge and majority adopted innovations unlike the growers who had low marketing skills; this would explain why 39% of the produce goes to waste. On traders/ exporters, a significant chi-square relationship was established with innovation given a chi-square value of 9.620 at p=0.047.

The study concludes that marketing skills influence buying and selling; and if value chain members had excellent marketing skills, nothing could be going to waste as they would adopt relevant technologies and add value to the produce and meet the customers’ needs.

The study recommends that there is need for intense training on market skills on value chain members and stakeholders, either through NGOs and private sector. There is also need for business incubation programs and need to revise training curriculum to cater for marketing skills.


Keywords: Adoption, Agriculture, Innovation, Mango, Marketing Skills, Value Chain

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