Σχολή Διοίκησης Επιχειρήσεων
Μόνιμο URI για αυτήν την κοινότηταhttps://pyxida.aueb.gr/handle/123456789/21
Η Σχολή Διοίκησης Επιχειρήσεων περιλαμβάνει τα Τμήματα: - Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων - Τμήμα Μάρκετινγκ και Επικοινωνίας - Τμήμα Λογιστικής και Χρηματοοικονομικής - Τμήμα Διοικητικής Επιστήμης και Τεχνολογίας.
Περιήγηση
Πλοήγηση Σχολή Διοίκησης Επιχειρήσεων ανά Επιβλέπων "Avlonitis, George"
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Α Β Γ Δ Ε Ζ Η Θ Ι Κ Λ Μ Ν Ξ Ο Π Ρ Σ Τ Υ Φ Χ Ψ Ω
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Τεκμήριο Brand orientation: antecedents and consequences(2012) Piha, Lamprini P.; Πήχα, Λαμπρινή Π.; Athens University of Economics and Business, Department of Marketing and Communication; Baltas, George; Stathakopoulos, Vlasis; Siomkos, George I.; Panigyrakis, Georgios; Kouremenos, Athanasios; Lymperopoulos, Konstantinos; Avlonitis, GeorgeThe doctoral thesis focuses on Brand Orientation and hopefully offers a theoretical and empirical validation of the appropriate way for building and maintaining strong brands over time. Research goals include: (a) Complete theoretical clarification of the term Brand Orientation and delineation of its domain.(b) Careful development of a reliable and valid scale of the notion, based on established measurement theory. (c) Empirical investigation of the factors that impact the level of Brand Orientation in a company (antecedents).(d) Empirical investigation of the consequences of such an orientation, as well as of its general importance for company success. The research methodology, apart from the thorough review of the relevant literature, was based on several primary data that were derived from (i) a qualitative research to marketing practitioners and academics (N=17), (ii) a quantitative research to company executives – part-time postgraduate students in AUEB (N=136), and (iii) a large quantitative study to marketing managers and other senior executives of large SBUs in Greece (N=242).The present thesis has hopefully important implications. Managers are shown a way to strengthen their firm’s market position, by rallying the entire organization, its commitment, efforts and resources toward the development of strong brands. In other words, the present thesis summarizes the way a company can build, maintain, and enhance one or more strong brands over time, offering important branding guidelines that stem from a theoretically grounded and empirically validated Brand Orientation theory.Τεκμήριο Investigating the path through which export market orientation influences export venture performance: the role of export sales strategy and marketing capabilities(06-2014) Makri, Katerina N.; Athens University of Economics and Business, Department of Marketing and Communication; Katsikea, Evangelia; Avlonitis, George; Theodosiou, MariosIn response to certain important gaps in the extant export marketing literature the present research inquiry strives to investigate the role of export sales strategy and marketing capabilities in the path through which export market orientation influences export venture performance. Previous research endeavors based on the Resource Based View theory support the existence of a joint, complimentary relationship of sales force resources and capabilities on performance. However it seems that the particular path through which export sales strategy, and its association with specific marketing capabilities and resources contribute to enhanced export performance, requires further research attention. The objective of the present research attempt is to investigate the role of export sales strategy in conjunction with certain marketing capabilities available to an export venture. Drawing on the Resource Based View theory, the present research effort considers and empirically tests the role of marketing capabilities and export sales strategy in the path through which export market orientation influences export performance. Based on a thorough review of empirical studies which consider market orientation as a firm resource, we focus on investigating a series of relationships leading from export market orientation values, norms and behavior to export venture performance. Through this attempt, we aim to address critical gaps in both market orientation and RBV literature, theoretically and empirically. The results of this empirical effort, and in concert with the existing conceptual evidence, suggest that export sales strategy should not be examined in isolation, but within a broader and more interactive context of resources and capabilities embedded within an exporting organization. Particularly, export sales strategy is an important driver of export performance by effectively capitalizing on the resources and capabilities of the firm. Our empirical evidence reveals that effective implementation of export sale strategies contribute to enhanced export market and financial performance, and that export market orientation (firm resource) and marketing capabilities play an important role in enabling effective export sales strategy implementation in export venture markets within a competitive and turbulent environment that exists in foreign markets.Τεκμήριο Nation brand: exploring the concept(09-05-2016) Psimouli, Maria; Athens University of Economics and Business, Department of Marketing and Communication; Avlonitis, GeorgeThe present thesis attempted to explore nation brand’s aspects (international touch points) under a factual perspective that would allow delineation of the construct of nation brand equity and examination of its relationship with a nation’s competitiveness in the global environment. In parallel, the potential role of each country’s specific resources was taken into account. The main research question of this dissertation was whether there is a link between Nation Brand Equity and Nation Competitiveness. In order for this question to be answered, several sub-questions were explored not only for the total database (80 countries over a 4-year period) but also for various groupings of countries according to their stage of economic development (using the World Economic Forum classification as a basis) and on a per year basis.The findings that were revealed in the end seem to shed more light on the role of nation branding in the competitive international environment, contribute to the understanding of respective concepts and the relationships among them, and unveil fields for further research.