International Journal of Professional Business Review

Purpose: The purpose of this study is to determine the effect of Marketing Strategy and Marketing Mix on Marketing Performance with Brand Image as an intervening variable on ready-to-drink consumers. Theoretical framework: This study is built upon the concepts of marketing strategy, marketing mix, brand image, and marketing performance. These variables are interrelated and are expected to have direct and indirect effects on each other within the context of ready-to-drink consumers. Design/methodology/approach: The method used in this study is primary data collection through distributing questionnaires to ready-to-drink consumers. The number of samples used was 100 people. The data analysis technique employed in this study is Structural Equation Modeling (SEM) using smartPLS assistance. SEM is used to test the relationships between variables and to solve the formulated problems and hypotheses in the study. Findings: The results indicate several significant relationships between the variables. Specifically, Marketing Mix has a positive and significant effect on Purchasing Decisions, Brand Image has a significant effect on Purchasing Decisions, Marketing Strategy has a significant effect on Purchase Interest, and Marketing Mix has a significant effect on Purchase Interest. Additionally, Marketing Strategy has a significant effect on Marketing Performance through Brand Image, and Marketing Mix has an effect on Marketing Performance through Purchase Interest. The study also found that Brand Image has a positive and significant direct influence on the relationship between Marketing Strategy and Marketing Mix on purchasing decisions. Research, Practical &amp; Social implications: The findings of this study highlights the role of Brand Image as an intervening variable in the relationship between Marketing Strategy and Marketing Mix, indicating the significance of branding in shaping consumer perceptions and decisions. The results suggest that marketers should focus on optimizing both Marketing Strategy and Marketing Mix to improve Marketing Performance and attract ready-to-drink consumers. Originality/value: This research lies in its examination of the relationships between Marketing Strategy, Marketing Mix, Brand Image, and Marketing Performance specifically in the context of ready-to-drink consumers. The focus on the specific product category of ready-to-drink beverages adds value to the existing literature in marketing research, providing insights for marketers seeking to enhance their strategies in this competitive market segment.

Daman Sudarman

Nor Lailla

The Influence of Marketing Strategy and Marketing Mix on Marketing Performance of Ready to Drink Beverages Through Brand Image

营销策略和营销组合对即饮饮料品牌形象影响下的营销绩效的影响

INSIGHTProfessor Mark Harrrison MooreHarvard University, Cambridge, United States. The core idea is a simple one: public managers should be focused on “creating public value” from the assets entrusted to them by the public. Those assets include public money, raised through the power of taxation, to provide for the public welfare. But they also often include the authority of the state to regulate the conduct of private actors either to prevent them from doing harm to the public welfare, or to require them to make contributions to the overall public good. It may also include their ability to kindle or take advantage of some pre-existing “public spirit”: -- the desires of citizens to contribute to important public purposes, or at least to do their duty or contribute their fair share to common efforts. To create public value, we need public managers with “restless, value-seeking imaginations” looking for opportunities to do so, figuring out how those opportunities might be exploited, and then doing so. This is an entrepreneurial style of management that is possible in the public sector only if one fully understands and acts in accord with the important processes of democratic legitimation and public accountability.To both guide and discipline value creating management in government, a simple strategic concept is taught and applied: the strategic triangle. The strategic triangle is supposed to do for public sector executives what the various strategy models developed in the private sector do for private sector executives: namely, help them position the enterprises that they lead in environments that are both highly dynamic (they change often), and very heterogeneous (they consist of many different expectations, and many unique and different operational challenges). The main purposes of the strategic triangle are to help executives both diagnose their environments to spot the opportunities for creating value (either by avoiding a harm or advancing a good), and to design and test in their minds particular actions they can imagine taking that would exploit the opportunity. In this sense, it is an opportunity spotting and planning tool. It can also be converted into a tool for monitoring progress as one goes along, and adapting as circumstances change. The core idea behind the strategic triangle is that to find and exploit value creating opportunities in the public sector, public managers have to find a fit among three different considerations that form the points of the triangle: First, they have to develop a test a more or less specific conception of the public value to be pursued through their individual efforts (usually launched from a particular position in government). This is an abstract philosophical idea of the good or the just brought into a particular concrete situation and turned into a specific idea of what it would mean for conditions in the particular part of the world for which one is responsible to be “improved.” What is it, exactly, that constitutes “progress” or “improvement” or “greater efficiency and effectiveness” or “increased value”? What is the point of the managerial effort one is about to make? What is the public value proposition that animates action? How could one tell whether one was making progress or not?Second, there has to be a concrete base of social legitimacy, public support, and public financing to produce the desired result. This is practically important: for without public support for a given purpose -- without a sustained flow of authority and money to a public agency for a particular purpose -- the enterprise cannot even survive, let alone achieve its desired result. It is also normatively or ethically important: without public support for a given purpose, a public manager cannot be sure that they are pursuing the right goals. Public legitimacy and support for a given cause is as important to public managers as capital financing and consumer purchases are to private sector firms. Without them, the public enterprise can neither practically succeed, nor be confident that it is doing something that is, in fact, publicly valuable.Third, the manager has to have, or be able to develop, the operational capacity required to deliver the desired results. Without the practical means of delivering on the promises made to create public value, the exercise of pursuing it will be futile and wasteful. Importantly, the operational capacity could already exist – in which case, the risks and costs may be low. But in many cases, the investment costs and the risks become greater because there has to be innovation, experimentation and development as well as routine operations. It is also true that the operational capacity to achieve the desired results can lie wholly within a single agency that one happens to lead. But it is far more likely that the operational capacity one needs to rely on lies outside the boundaries of one’s own organization. To the extent that is true, the effective development of the operational capacity one needs requires one to operate across the boundaries of organizations, and often even levels of government, and across the private-public boundary.

Mark Harrrison Moore

Creating Public Value: The Core Idea of Strategic Management in Government

创造公共价值：政府战略管理的核心理念

Purpose: This study aimed to analyze the relationship between workplace spirituality, work-family conflict, loneliness in the workplace, and the intention to stay among women employees in the Indonesian manufacturing industry. It is important to understand the factors that increase employees' intention to stay as an essential resource for the company's survival. Design/methodology/approach: Women employees were selected as the study object due to their unique roles, perspectives on work and family, and emotional sensitivity. This study was conducted with a sample of 300 women employees manufacturing in Indonesia and used the Smart-PLS analysis method. Findings: The results showed that workplace spirituality positively and significantly impacted the intention to stay but had a negative and significant effect on work-family conflict and loneliness at work. Work-family conflict positively and significantly impacted loneliness at work but could not mediate the effect of workplace spirituality on the intention to stay. However, loneliness at work mediated the effect of workplace spirituality on the intention to stay among women employees in the manufacturing sector in Indonesia. Research, Practical &amp; Social implications: The highlight the need to incorporate spiritual values in the workplace to increase employees' intention to stay. Additionally, companies should reduce work-family conflict and loneliness experienced by women employees at work. Originality/value: This study identified the overwhelming influence of workplace spirituality, work-family conflict, loneliness at work, and intention to stay among women employees in the Indonesian manufacturing industry. Aside from being workers, women also have an important role in carrying out daily life. We examine the ramifications of these findings for research and practice.

Rizki Febriani

Siti Nur Hasanah

Kenny Roz

Arif Rahman Hakim

The Impact of Workplace Spirituality, Work-Family Conflict, and Loneliness in Work on Intention to Stay: Case Study on Women Employees in Indonesia

工作场所精神性、工作-家庭冲突及工作孤独感对留职意愿的影响：以印尼女性员工为例

Objetivo: O objetivo geral dessa pesquisa é avaliar a gestão de resíduos de óleo lubrificante em oficinas mecânicas, considerando a conformidade com a legislação ambiental. Estrutura Teórica: O artigo se baseia na contabilidade ambiental, discutindo a responsabilidade social ambiental, junto com os princípios ambientais. Método: O método de pesquisa foi através de revisão bibliográfica, como também análise qualitativa. Resultados e Discussão: Os resultados demonstram que existem deficiências na gestão dos resíduos sólidos, contudo, se descartado de maneira correta acarreta em melhorias econômicas e reduz os impactos negativos ao meio ambiente. Implicações para a Pesquisa: O estudo evidenciou a importância do descarte correto de resíduos gerados na atividade de oficinas mecânicas, pois se descartados de forma inadequada podem comprometer tanto o meio ambiente, quanto a qualidade de vida da população. A responsabilidade socioambiental é o compromisso das organizações com a sociedade e o meio ambiente, que se concretiza por meio de uma atuação sustentável e social e está relacionada ao conceito de sustentabilidade nos negócios. A sustentabilidade tornou-se um dos pré-requisitos para o desenvolvimento eficaz dos mais diversos setores, inclusive no ramo de oficinas mecânicas. Originalidade/Valor: Este estudo é original, o que contribui para o desenvolvimento da literatura no campo da contabilidade ambiental. O valor desta pesquisa está no fato de que ela contribuirá para a melhoria da consciência voltada as questões ambientais.

Ana Paula Lima Marques Fernandes

Nathalie Aredes Lima

Elyrouse Cavalcante de Oliveira Bellini

Érica Xavier de Souza

RESPONSABILIDADE SÓCIOAMBIENTAL NO DESCARTE DE ÓLEO LUBRIFICANTE

润滑油废弃处理中的社会责任与环境责任

Objetivo: Este estudio tiene como objetivo analizar el acceso y uso de tecnologías digitales en adultos mayores de la región Caribe colombiana, identificando barreras y beneficios percibidos, así como fortalecer sus competencias digitales mediante un programa de capacitación específico. Marco Teórico: La investigación se basa en conceptos de inclusión digital y competencias tecnológicas, destacando teorías y estudios sobre las barreras y facilitadores en la adopción tecnológica en adultos mayores. La literatura sugiere que los adultos mayores valoran la accesibilidad y portabilidad en dispositivos móviles y necesitan programas de capacitación específicos para superar limitaciones en conocimiento y confianza. Método: Se adoptó un enfoque cuantitativo y descriptivo con una muestra de 333 adultos mayores entre 60 y 85 años. Los datos se recolectaron mediante cuestionarios estructurados y talleres de capacitación que abordaron el uso de teléfonos inteligentes, redes sociales y seguridad en línea. Resultados y Discusión: Los resultados muestran que el 70% de los participantes utilizan algún dispositivo tecnológico, siendo los teléfonos inteligentes los más comunes. Las principales barreras incluyen la falta de conocimiento y desconfianza en la tecnología. La discusión subraya la importancia de los programas de capacitación continua y personalizada, así como la necesidad de mejorar el acceso a dispositivos en áreas rurales. Implicaciones de la investigación: Esta investigación destaca la relevancia de desarrollar estrategias de inclusión digital adaptadas a las necesidades de los adultos mayores, con implicaciones para políticas públicas en regiones rurales y semirrurales. Originalidad/Valor: Este estudio contribuye a la literatura sobre inclusión digital al ofrecer un enfoque adaptado a adultos mayores en el contexto colombiano, proponiendo intervenciones que promuevan su autonomía y participación social mediante el uso de tecnologías digitales.

Delvis Mejia Álvarez

Elder Rivero Gutiérrez

Rafael Guillermo Arzuaga Mejia

Jhon Elkis Forero Medina

Rafael Humberto Barros Patiño

Gustavo Adolfo Piedrahita Vanegas

INCLUSIÓN DIGITAL EN ADULTOS MAYORES: ACCESO, BARRERAS Y ESTRATEGIAS DE CAPACITACIÓN EN LA REGIÓN CARIBE COLOMBIANA

哥伦比亚加勒比地区老年人的数字包容：获取、障碍与培训策略

Objetivo: Explorar y analizar la factibilidad técnica de implementación de los Sistemas Urbanos de Drenaje Sostenible (SUDS) en la mitigación de inundaciones en zonas áridas y semiáridas, tomando como caso de estudio la ciudad de Mexicali, Baja California, México. Metodología: La metodología de seis pasos incluyó la identificación del área de estudio, revisión de los SUDS más utilizados, selección de variables determinantes, criterios de factibilidad y diseño, análisis de mantenimiento requerido y evaluación final de factibilidad técnica. Resultados y Discusión: La implementación de SUDS en Mexicali es viable, destacando técnicas como las celdas de biorretención y estanques de retención. No obstante, la falta de evidencia y sitios de demostración refuerza la necesidad de más estudios para optimizar su eficacia. Implicaciones de la investigación: Los SUDS, como celdas de biorretención y estanques de detención, optimizan el manejo del agua. Aunque enfrentan barreras como los costos iniciales y la falta de evidencia cuantitativa, sus beneficios a largo plazo incluyen ahorro económico, desarrollo de políticas públicas más sostenibles, y una mejor gestión de residuos sólidos. La investigación subraya la necesidad de estudios adicionales para maximizar su eficacia. Originalidad/Valor: la factibilidad técnica de los SUDS adaptados específicamente a las condiciones áridas de Mexicali, destacando la gestión del agua y residuos bajo estas particularidades. Su valor reside en ofrecer soluciones locales y prácticas, respaldadas por un análisis técnico detallado, que aporta un enfoque único para abordar las limitaciones climáticas y económicas de la región.

Jose Misael Saldaña Lira

Carlos Salazar Briones

Jose Mizael Ruiz Gibert

Samantha Eugenia Cruz Sotelo

Marcelo Antonio Lomeli Banda

FACTIBILIDAD TÉCNICA DE LA IMPLEMENTACIÓN DE LOS SUDS PARA MITIGACIÓN DE INUNDACIONES

实施可持续排水系统（SUDS）以缓解洪水的技术可行性

Objetivo: O objetivo desta pesquisa é analisar as não-conformidades mais recorrentes e comparar o método de sobreposição 2D com checklist em relação a plataforma automatizada e parametrizada 3D. Referencial Teórico: Os projetos de edificações são compostos de diferentes disciplinas e são realizados por diversos profissionais conforme sua especialidade. Esta divisão, no entanto, enfatiza a necessidade da compatibilização entre os diversos projetos para evitar retrabalhos no canteiro de obras por conta de interferências não identificadas nesta fase. Método: Estudo de caso de duas edificações multifamiliares, de dois pavimentos em estrutura de concreto armado e fechamento de alvenaria de vedação. Os projetos (arquitetônico e complementares) foram elaborados por diferentes projetistas. A compatibilização foi realizada por dois métodos: (i) compatibilização manual através de checklist e sobreposição de desenhos 2D (ii) Modelagem em BIM com detecção automática de intereferências. Resultados e Discussão: Na compatibilização dos projetos das edificações 01 e 02, a análise manual identificou mais incompatibilidades com os projetos hidrossanitários (respectivamente 41% e 40%), enquanto a automatizada identificou mais incompatibilidades com a estrutura no primeiro projeto (38%) e a arquitetura no segundo (37%). Comparando com outros estudos, constatou-se a inexistência de um padrão de incompatibilidades entre as disciplinas de projeto. Implicações da Pesquisa: A prevalência de incompatibilidades entre uma disciplina e outra está diretamente relacionada a experiência e conhecimento dos projetistas, bem como as especificidades de cada obra. O mesmo verifica-se a respeito da qualidade da compatibilização dos projetos.

Felipe Franz

Marcos Wiese

COMPATIBLIZAÇÃO DE PROJETOS DE EDIFICAÇÕES: ESTUDO DE CASO DE DOIS EDIFÍCIOS MULTIFAMILIARES

建筑项目兼容性研究：两栋多户住宅楼案例研究

Objetivo: Estudar a influência da espessura de argamassa de junta de assentamento dos blocos de concreto na resistência à compressão de paredes de alvenaria estrutural. Referencial Teórico: A resistência das paredes depende da resistência dos materiais utilizados e da interação entre eles, assim, a espessura da junta de assentamento pode influenciar na resistência da parede. Método: Foi realizada uma pesquisa experimental, com blocos de concreto de 14 cm x 19 cm x 39 cm e moldados 18 prismas ocos com espessuras de argamassa de assentamento de 5mm, 10mm e 15mm e argamassa com traço 1:0,5:4 (cimento: cal: areia média). Foram realizados ensaios de compressão axial dos blocos e prismas e determinada eficiência prisma/bloco. Resultados e Discussão: Os ensaios de resistência dos prismas de 5 mm, 10 mm e 15 mm apresentaram resistência característica à compressão fpk,est = 3,765 MPa, fpk,est = 3,759 MPa e fpk,est = 3,546 MPa respectivamente. Os prismas executados com junta 5 mm alcançaram a maior resistência à compressão, 0,16% maior que a resistência dos prismas executados com junta de 10 mm, o aumento da espessura para 15 mm diminuiu a resistência do prisma em 5,66% comparando com espessura de 10mm. Concluiu-se que a espessura da junta de assentamento influência na resistência à compressão da parede de alvenaria estrutural. Implicações da Pesquisa: Este estudo enfatiza a importância do controle rigoroso da espessura das juntas de assentamento, conforme os limites estabelecidos pela NBR 16868 (ABNT, 2020) de 10 mm ± 3 mm.

Eliton Maurício dos Santos Krenkel

INFLUÊNCIA DA ESPESSURA DAS JUNTAS DE ASSENTAMENTO NA RESISTÊNCIA À COMPRESSÃO DE PAREDES DE ALVENARIA ESTRUTURAL DE BLOCOS DE CONCRETO

砌筑接缝厚度对混凝土砌块结构砌体墙抗压强度的影响

Objective: The purpose of the study is to clarify the impact of knowledge management processes in all domains (Acquire knowledge. Store knowledge. Share knowledge &amp; application knowledge) in making intelligence decisions within its domains (Artificial intelligence &amp; Database management) “at Al-Manaseer group in Jordan. Theoretical Framework: The study discussed the concepts of knowledge management processes as well as making intelligence decision with all the related domains. Method: To achieve the aims of the study, a questionnaire was developed containing (30) items, to collect data from (180) emoployees presenting the sample (180) from both middle and higher management. Based on this, data was gathered and analyzed as well as testing hypotheses through SPSS program and other statistical measures such as means and simple regression. Results and Discussion: The results obtained revealed that [Knowledge management process and making intelligence decisions had high relative importance in all their domains. There is significant a statistical impact of knowledge management processes on making intelligence decision at the Manaseer Group. Research Implications: The results may lead to pay attention to the need of intelligence decision making, since they are important in an era characterized by massive data; and the need to make intelligent decisions by using artificial intelligence and the ability to manage databases. Originality/Value: This study contributes to the literature by bridging the gap in local studies regarding knowledge monument decision and its effect on making intelligence decisions in the Jordanian business sector.

Diana Abdulrazaq Khrisat

THE IMPACT OF KNOWLEDGE MANAGEMENT PROCESSES IN MAKING INTELLIGENCE DECISIONS AT AL-MANASEER GROUP IN JORDAN

知识管理流程对约旦Al-Manaseer集团智能决策的影响

Purpose: With rising deglobalization and geopolitical tensions, foreign brands from hostile countries face the market risk of consumer animosity. This paper aims to explore how brand image helps to increase consumers' purchase intentions in the host country toward products from hostile countries. Design/methodology/approach: Taking Taiwan's young consumers' willingness to purchase Chinese brand smartphones as an example, the data were collected through questionnaire surveys and analyzed using the partial least squares structural equation model. Findings: The empirical results show that the brand image perceived by consumers on product quality, corporate integrity, corporate abilities, brand localization, and official affiliation with hostile countries will significantly affect consumers' purchase intentions. Originality/Value: This paper proposes a new construct—official affiliation (the degree to which a brand is associated with a hostile government) and demonstrates that the mediating effect of brand image mitigates the impact of consumer animosity, which provides a more comprehensive explanation for why consumer animosity sometimes does not significantly affect purchase intention.

ISSN	2525-3654
h-index	10

Publication Information	Publisher: AOS-Estratagia and Inovacao，Publishing cycle: ，Journal Type: journal，Open Access Journals: No
Basic data	Year of publication: 2016，Proportion of original research papers: 0.00%，Self Citation Rate:N.A.， Gold OA Rate: 0.00%
Average review cycle	网友分享经验：3 Weeks

International Journal of Professional Business Review

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