Journal of Marketing & Supply Chain Management
type: channel
description: Journal of Marketing & Supply Chain Management is an open access peer-reviewed journal from the publishers of Scientific Research and Community (SRC) which publishes articles in the form of written, video and power-point presentations from the arena of Marketing & Supply Chain Management. The journal focuses to build up accessing the complete content of articles freely from online for reader’s perusal. Articles are accepted in the form of Research, Review, Case Reports, Analysis, Magazines, Editorials, Opinion, Communications, Mini-review, Short Communications, Images, Book reviews, Video articles, and Power Point Presentations (PPTS). Articles can be submitted through online from https://www.onlinescientificresearch.com/submit-online or can send through an e-mail with attachment for marketing@onlinescientificresearch.info
publisher: Scientific Research and Community
language: en
publication name: Journal of Marketing & Supply Chain Management
issn: 2754-6683
items: Hypothetical Propositions and Statistical Tests for Purchase Affectivity, Cognitive Learning and Social Behaviour in Consumer Decision Making
items: BIM in Public Investment Projects: Adoption, Impact, Policies and Future Directions
items: Search Engine Evolution with Generative AI: Rethinking Search Based Advertising Strategies in the Era of AI-Overviews and Answer Engines
items: The Francesinha: A Case Study in Culinary Innovation, Cultural Adoption and Digital Dissemination
items: The Future of Cities from the Perspective of Architectural Design
items: Impact of Small and Medium Scale Enterprises Development on Poverty Reduction in Nigeria
items: Digital Transformation and Mobilization of Port Revenues at the Autonomous Port of Douala
items: Obstacles and Transformative Impact of Women’s Involvement in Indian Family Businesses
items: Women Entrepreneurs a must needed Workforce in Industry 6.0
items: Towards Community Engagement in Nigeria’s Oil and Gas Sector
items: The Growth of Online Retailing in India
items: Leveraging User Transition States: A Data-Driven Approach to Enhance User Retention in Digital Platforms
items: Resolving the Fuel Subsidy and Welfare Dilemma in the Nigerian Economic Space
items: The Integral Role of Market Research in Shaping Data-Driven Product Strategy
items: Evaluating the Impact of Organizational Investments in Medical Sales Representatives on Pharmaceutical Performance through Physician Promotion Channels
items: Navigating Competitive Waters: Marketing Mix, Strategic Branding and Growth in Private Higher Education
items: Challenges Faced by Student Entrepreneurs in Managing Income and Savings in Higher Institutions: Evidence of Ondo State, Nigeria
items: Project Management in Digital Supply Chains
items: Factors Influencing Employees’ Intention to Leave their Job in Uzbekistan
items: The State of Technology Innovation in Nigeria: Trends, Challenges and Opportunities
items: Data Migration Strategy and Execution for a Large-Scale ERP Implementation
items: Addressing Omni-Channel Challenges in Retail Logistics with SAP-Introduction to SAP CAR (Customer Activity Repository)
items: Neural Network-Based Customer Behavior Modeling for Dynamic Conversion Funnel Optimization in Digital Retail
items: Enhancing Fleet Management: A Novel Approach to Vehicle-Device Association using Mobile Administration
items: Navigating Data-Driven Decisions in E-Commerce
items: Implementing a VDA-Triggered Compliance System in Fleet Management: A Novel Approach
items: Analyzing Recent Anomalies in the Impact of Interest Rates and Inflation on US Financial Markets
items: Measuring Online Customer Satisfaction Based on Customer Reviews: Topic Modeling Method Using Latent Dirichlet Allocation(LDA) Algorithm
items: The Future of Programmatic Advertising: Leveraging Private Marketplaces (PMPs) for Optimal Results
items: Revenue Forecasting using Salesforce for Product and Service Sales

Hypothetical Propositions and Statistical Tests for Purchase Affectivity, Cognitive Learning and Social Behaviour in Consumer Decision Making
type: item
description: This paper provides an adoptionary model to derive the factors that influence consumer decision making. Theories based upon purchase affectivity and search behaviour for information will be underpinned through research on offline and online methods. The underscoring variables highlighted in my study that affect consumer decision making include experience, learning, emotional, cognitive, social, cost, commercial, distribution. This is further enhanced by three groups of sub-variables involving impulsive buying behaviour, uninfluenced behavior and pre-search evaluation. The purchase presuppositions and surveys made here are related to the sector of luxury designer products. This is all conducted by analyzing data collected from respondents using reliability testing methods such Cronbach’s Alpha, Pearsons Correlation, one-way ANOVA and multiple regression analysis. The key findings of this study depending on test types, designates that overall, certain sets of self-determining variables are strongly associated with the consumer decision making. For example, the Cronbach’s Alpha analysis institutes show a positive significance attributed to impulse buying, uninfluenced purchases and prepurchase evaluation. Under the multiple regression two-tailed test method, five out of eight variables would be significantly accepted as positive factors related to consumer decision making.
subject: Articles
  topic: section
subject:
  topic: keywords
  value: Consumer Decision Making, Purchase Affectivity, Cognitive Learning, Social Behaviour, Impulse Buying, Uninfluenced Purchasesm, Prepurchase Evaluation, Bootstrap, Cronbach’s Alpha, Pearson’s Correlation, One-way ANOVA, Multiple Regression
creator: Patrick Sim Puay-I
rights: Copyright (c) 2026 Journal of Marketing & Supply Chain Management
date: 2026-02-18
publication date: 2026-02-18
starting page: 1
ending page: 7
doi: 10.47363/JMSCM/2026(5)178

BIM in Public Investment Projects: Adoption, Impact, Policies and Future Directions
type: item
description: The digital transformation of the public construction sector is a strategic imperative for governments seeking to optimize resources and make processes transparent. Building Information Modeling (BIM) emerges as a central methodology in this transition, integrating multidisciplinary data to manage projects throughout their life cycle. Globally, the BIM market reached USD 8.85 billion in 2024, projecting growth of 11.2% annually until 2034. In Latin America, eight countries make up the BIM Network of Latin American Governments, evidencing a regional commitment to accelerate the digitalization of the public sector. Methodology, this study adopts a systematic review approach, analyzing literature indexed in high-impact scientific databases (Scopus Q1-Q2), complemented by technical reports from multilateral organizations such as the IDB and recent sectoral reports (2021-2025). Implementation experiences in Spain, Chile, Brazil and Peru were examined, identifying adoption patterns, persistent barriers and critical success factors through multilevel comparative analysis. Results and Discussion, empirical evidence demonstrates significant quantifiable impacts: reduction of deadlines between 15-25%, reduction of costs of 10-30%, and elimination of design errors by up to 70% through early detection of interferences. Spain recorded a 230% increase in BIM tenders between 2017-2020 after implementing mandatory mandates, while Chile consolidated its regional leadership through the BIM Plan integrated with academia and industry. However, substantial barriers persist in emerging economies: high initial investment, shortage of skilled professionals (affecting 50-65% of organizations), and outdated contractual frameworks that hinder collaboration. 4D/5D BIM applications demonstrate transformative potential, reducing unbudgeted costs by up to 40% and integrating time scheduling with real-time cost estimation. Digital twins represent the technological frontier, with the potential to i…
subject: Articles
  topic: section
subject: BIM, Public Investment Projects, Policies
  topic: keywords
creator: Jorge Pablo Aguilar Zavaleta
rights: Copyright (c) 2026 Journal of Marketing & Supply Chain Management
date: 2026-01-26
publication date: 2026-01-26
starting page: 1
ending page: 7
doi: 10.47363/JMSCM/2026(5)177

Search Engine Evolution with Generative AI: Rethinking Search Based Advertising Strategies in the Era of AI-Overviews and Answer Engines
type: item
description: This research describes the technology that generative artificial intelligence (AI) is using in search advertising, as well as Google’s Search Generative Experience (SGE), Bing Copilot, and conversational services such as ChatGPT and Perplexity AI. To explore a qualitative analysis approach, it examines the shift from the search engine results pages to AI-produced summaries, conversational responses, and multimodal interfaces between text, image, and voice. It focuses on the AI-Integrated Search Marketing Model, which describes how to design conversational ads, predict audience targeting, and adaptive bidding in real-time AI environments. Studies indicate that generative AI reduces organic visibility and provides a more participatory discovery by enhancing engagement-based knowledge, and marketers also need to prioritize semantic relevance, contextual authenticity, and multimodal creativity. As the paper concludes, the future of search advertising needs to incorporate AI-driven personalization with ethical and transparent marketing practices. The recommendations are for continued adaptation to increasingly dynamic conversational and multimodal search environments.
subject: Articles
  topic: section
subject: Search Engine, Generative Artificial Intelligence, Search-Based Advertising Strategies
  topic: keywords
creator: Tarun Gupta
creator: Supriya Bansal
rights: Copyright (c) 2026 Journal of Marketing & Supply Chain Management
date: 2025-12-31
publication date: 2025-12-31
starting page: 1
ending page: 9
doi: 10.47363/JMSCM/2025(4)176

The Francesinha: A Case Study in Culinary Innovation, Cultural Adoption and Digital Dissemination
type: item
description: The francesinha is far more than a sandwich; it is a complex cultural product whose journey from a single restaurant's specialty to a regional icon offers profound insights into modern value creation. Analyzing the lifecycle of this Portuguese delicacy allows us to understand the intricate interplay between product innovation, entrepreneurial risk, gradual societal shifts, and the amplifying power of digital media. When these forces align, a simple consumer good can transcend its utilitarian function to become a powerful symbol of identity
subject: Articles
  topic: section
subject: Culinary Innovation
  topic: keywords
subject: Cultural Adoption
  topic: keywords
creator: M T Fernandes
rights: Copyright (c) 2026 Journal of Marketing & Supply Chain Management
date: 2025-12-18
publication date: 2025-12-18
starting page: 1
ending page: 3
doi: 10.47363/d7cw1722

The Future of Cities from the Perspective of Architectural Design
type: item
description: Rapid urban growth and global challenges such as climate change and social inequality have driven a profound transformation in the architectural design of cities. Today, more than ever, the population is becoming more specialized in knowledge, and more and more architects are proposing changes in cities for sustainability. In the last four years, the proportion of the world's population living in urban areas increased from 56.48% in 2021 to 57.90% in 2024, with an average annual rate of 0.71 percentage points. However, this progress has been accompanied by an increase in social vulnerability: the urban population in informal settlements increased from 24.2% in 2020 to 24.8% in 2022, reaching 1.12 billion people. This context demands a rethinking of urban architecture to ensure sustainability, resilience, and inclusion.
subject: Articles
  topic: section
subject: Architectural Design
  topic: keywords
subject: Future
  topic: keywords
subject: Cities
  topic: keywords
creator: Jorge Pablo Aguilar Zavaleta
rights: Copyright (c) 2025 Journal of Marketing & Supply Chain Management
date: 2025-10-28
publication date: 2025-10-28
starting page: 1
ending page: 5
doi: 10.47363/JMSCM/2025(4)175

Impact of Small and Medium Scale Enterprises Development on Poverty Reduction in Nigeria
type: item
description: Small and Medium scale business (SMEs) are considered to be the engine and tool of growth and development of modern economies and serve to provide more employment opportunities to a large portion of the population in a given economy and this leads to poverty reduction in most developing countries. This study examines Impact of small and medium enterprises development on poverty reduction in Nigeria. Two (2) research questions were posed for the study and two hypotheses formulated in line with the goals. 142 questionnaires were administered randomly to the entire employee population of the SMEs companies that registered with SMEDAN in Lagos states- Nigeria. The sample size was determined using Taro- Yamane (1967) formula. Data was analyzed using manual and electronic based methods with the aid of data preparation grid and statistical package for the social sciences, (SPSS) statistical package version 21.0. The study made used of statistical tools which include: analysis of variance (ANOVA), correlation efficient and simple regression analysis in testing hypotheses where applicable. the study revealed that provision of credit facilities affect small scale business creation. It was also revealed that government policies affect SMEs income- generation. The study Shows that small scale business (entrepreneurship) has a positive impact on poverty reduction. The study recommends that there is urgent and dire need for the government to revamp the small business sector of the economy in order to redress the growing unemployment rate in the country, reduce poverty level, enhance standard of living and stimulate economic growth and development among the populace.
subject: Articles
  topic: section
subject: Small Scale Business
  topic: keywords
subject: Poverty Reduction
  topic: keywords
subject: Credit Facilities
  topic: keywords
subject: Business Creation
  topic: keywords
subject: Income Generation
  topic: keywords
creator: Mufutau Akanmu Popoola Mufutau Akanmu Popoola
creator: Kaseem Olarewaju Popoola
creator: Adebayo Sulaimon Adeolu Adebayo Sulaimon Adeolu
creator: Gafari Kolapo Olatinwo
creator: Morufu Alaraba Akanji
rights: Copyright (c) 2025 Journal of Marketing & Supply Chain Management
date: 2025-10-09
publication date: 2025-10-09
starting page: 1
ending page: 5
doi: 10.47363/JMSCM/2025(4)174

Digital Transformation and Mobilization of Port Revenues at the Autonomous Port of Douala
type: item
description: The objective of this study is to analyze the contribution of digitalization on the mobilization of port revenues at the autonomous port of Douala (PAD) in Cameroon. To achieve this, the method we used is inspired by a model for estimating [1]. who explicitly took into account the role of digitalization supports in tax mobilization. The secondary data used cover the period 2010-2023 and come from several databases, including: INS, DGD, MINFI, WEO, WDI, PAD, etc.These were processed with SPSS 2017 software. Our results, through components such as CAMCIS and e-GUCE, show that digitalization positively influences the mobilization of port revenues. However, the use of the Internet of Things has negative and insignificant effects on the performance of port revenues.
subject: Articles
  topic: section
subject: Digitalization
  topic: keywords
subject: Performance
  topic: keywords
subject: Internet of Things
  topic: keywords
subject: Port Revenue
  topic: keywords
subject: CAMCIS
  topic: keywords
creator: Onguene Ateba Julien Grégoire
rights: Copyright (c) 2025 Journal of Marketing & Supply Chain Management
date: 2025-08-27
publication date: 2025-08-27
starting page: 1
ending page: 6
doi: 10.47363/JMSCM/2025(4)172

Obstacles and Transformative Impact of Women’s Involvement in Indian Family Businesses
type: item
description: In many ways, the experiences of women in family businesses in India are different from those elsewhere especially those in the West, which has traditionally been the focus of family business research. And within India itself, the experiences of women in family businesses differ widely based on their social,cultural, economic, institutional, geographical, and generational contexts. Recent studies have shown that the number of women-led family businesses has increased in the last decade, and it will only rise from here on. Where once the daughters were not even considered to lead the family business, today we can see those very women leading the march into the future. This trend reflects not just a national but a global shift in the mindset towards meritocracy over gender-based stereotyping and heralds a new age of leadership. By not being given the same opportunities as their male siblings, for instance, they get left out of leadership positions. While this aspect is also surely and slowly evolving, there is still a lot more that needs to be done to ensure that women have a say in family businesses. Research Objective: The purpose of the research is to attempt to find reasons for the role of women growing as leaders in Indian Family businesses.
subject: Articles
  topic: section
subject: Family Business
  topic: keywords
subject: Gender Diversity
  topic: keywords
subject: Women Business Leaders
  topic: keywords
creator: Saurav Kumar Saurav Kumar
rights: Copyright (c) 2025 Journal of Marketing & Supply Chain Management
date: 2025-08-25
publication date: 2025-08-25
starting page: 1
ending page: 4
doi: 10.47363/JMSCM/2025(4)173

Women Entrepreneurs a must needed Workforce in Industry 6.0
type: item
description: Today the digital transformation provides new avenues for the economic empowerment of women and can contribute to greater gender equality. The Internet, digital platforms, mobile phones and digital financial services offer “leapfrog” opportunities for all and can help bridge the divide by giving women the possibility to earn and access knowledge and general information. We need to seize this opportunity to foster greater gender equality in the labour market, boost economic growth and build a more inclusive, digital world. Entrepreneurship skills have become even more important in a world where digital technologies offer to a greater number of people the possibility to start or develop their own business. But risk aversion, scarce access to seed funding, and rigid social and economic structures which limit the accumulation of funds, can jeopardise both entrepreneurship and the innovation propensity of individuals. Further sharing international experiences and good practices is essential. Participation of women in innovation activities can represent another important step towards greater gender equality. The research investigates on how female entrepreneurs are successfully bridging the gender gap through the way of digitalization. Research Methodology: A qualitative literature review in relation to women entrepreneurship activities and the emergence of digital technologies is performed. Findings Specifically the contribution and the impact provided by the Digital Technologies will be analyzed for women entrepreneurship.A conceptual discussion on how the Digital Technologies opportunities could be valuable in overcoming some of the constrains women tackle in their entrepreneurship process and which are the main research streams that emerge for future investigation on the theme. Originality/Value: Even if the literature on Women Entrepreneurship is well covered, to our best knowledge the intersection between the two fields remains unexplored. The paper provides a contr…
subject: Articles
  topic: section
subject: Digitalization
  topic: keywords
subject: Women Entrepreneur
  topic: keywords
subject: Industry 6.0
  topic: keywords
creator: Saurav Kumar
rights: Copyright (c) 2025 Journal of Marketing & Supply Chain Management
date: 2025-06-20
publication date: 2025-06-20
starting page: 1
ending page: 7
doi: 10.47363/JMSCM/2025(4)171

Towards Community Engagement in Nigeria’s Oil and Gas Sector
type: item
description: MNCs are established not solely for profit they are to work to promote the peace and wellbeing of the society through various growth activities Studies have established that there is also the need for Host communities to reciprocate good gestures of well-behaved MNCs and to respect the basic rights of their business to exist as an economic entity as well as a corporate citizen within society [1-4].Hence, the agitation for reciprocity and mutual respect of values and interests between business and stakeholders of the business have spurred debates and the need for continuous conversations in business climes. Where however, there is conflict between the values held by MNCs and the Host communities, it can result in breakdown of relations and mutual respect [5]. The implication of this is that, when actions and decisions are not in line with the values and interest of the society or vice versa, it may result into loss of credibility and trust, degenerating to further negative consequences such as boycotts, protests, and legal actions [4]. It is therefore crucial that MNCs are continuously up to date with the values, needs, norms, and politics of the Host communities in which they operate, to make informed decisions in the process, operations and relationship building as these obligation lies more on them.
subject: Articles
  topic: section
subject: FDI
  topic: keywords
subject: MNCs
  topic: keywords
subject: SDG
  topic: keywords
subject: Host Communities
  topic: keywords
subject: Conflicts
  topic: keywords
subject: Community Engagement
  topic: keywords
subject: Business of Peace
  topic: keywords
creator: Moyosore Akintomide
rights: Copyright (c) 2025 Journal of Marketing & Supply Chain Management
date: 2025-04-14
publication date: 2025-04-14
starting page: 1
ending page: 5
doi: 10.47363/JMSCM/2025(4)169

The Growth of Online Retailing in India
type: item
description: Industrial experts have agreed that India’s small-scale industries are intensely competitive due to globalization, domestic economic liberalization, and digitization. The purpose of this quantitative correlational study was to evaluate the relationship between transaction costs, customer satisfaction, and customer trust in online shopping with the growth of online retailing in India. The theoretical foundation for this research study was the theory of planned behavior, and the unified theory of acceptance and the use of technology. The research questions examined India’s online retailing growth due to transaction costs, customer satisfaction, and customer trust. The study used a quantitative correlational research design. The data collected by the survey research method were analyzed with the software package IBM SPSS. The results indicated that customer satisfaction and transaction cost are significant predictors and can explain 59% (adjusted R2 = .589) of the variance in online retailing growth in India. The previous research had not empirically verified the relationship between transaction costs, customer satisfaction, and customer trust in online shopping with the growth of online retailing in India. The recommendation was to include environmental factors and to increase sample size in future research. Closing the gap may contribute to a positive social change by preparing small business owners to compete against online retail growth by understanding which factors affect the growth of online retail in India. With online shopping support, small business owners can implement measures to retain and attract customers of specific demographic groups.
subject: Articles
  topic: section
subject: Online Retailing
  topic: keywords
subject: E-commerce Growth
  topic: keywords
subject: Online Retail Factors
  topic: keywords
subject: Customer Satisfaction
  topic: keywords
subject: Online Transaction Cost
  topic: keywords
creator: Srinivas Samprathi
rights: Copyright (c) 2025 Journal of Marketing & Supply Chain Management
date: 2025-01-11
publication date: 2025-01-11
starting page: 1
ending page: 12
doi: 10.47363/JMSCM/2025(4)167

Leveraging User Transition States: A Data-Driven Approach to Enhance User Retention in Digital Platforms
type: item
description: In the digital ecosystem, user retention is a critical factor for the sustainable growth and success of platforms. This paper presents a novel approach to improving user retention by analyzing and leveraging user transition states. By employing advanced data science techniques, including Markov chain models, machine learning algorithms, and survival analysis, we propose a framework for identifying, predicting, and influencing key transition states in the user journey. Our findings suggest that certain transition states serve as critical junctures in user engagement, offering opportunities for targeted interventions. This research provides valuable insights for digital platforms to develop more effective retention strategies, ultimately enhancing user lifetime value and platform sustainability.
subject: Articles
  topic: section
subject: User Retention
  topic: keywords
subject: Transition States
  topic: keywords
subject: Markov Chain Models
  topic: keywords
subject: Machine Learning
  topic: keywords
subject: Survival Analysis
  topic: keywords
subject: Digital Platforms
  topic: keywords
subject: User Engagement
  topic: keywords
subject: Predictive Modeling
  topic: keywords
subject: Intervention Strategies
  topic: keywords
subject: Data-Driven Approach
  topic: keywords
creator: Vijaya Chaitanya Palanki
rights: Copyright (c) 2025 Journal of Marketing & Supply Chain Management
date: 2025-01-02
publication date: 2025-01-02
starting page: 1
ending page: 4
doi: 10.47363/JMSCM/2025(4)166

Resolving the Fuel Subsidy and Welfare Dilemma in the Nigerian Economic Space
type: item
description: Nigeria started subsidizing the prices of its petroleum products in response to the oil shocks of the 1970’s as the state-owned Nigerian National Petroleum Corporation (NNPC) attempted to unify the prices of Petroleum Products with emphasis on what obtains in the international market. Evidently the fuel subsidy regime has produced some cushioning effect but its wrong implementation has also done some damages to the Nigeria nation. Given the divisive nature of the subsidy issue, it continues to evoke need for urgent and stringent solutions in view of its welfare adversities on the people. It is recommended that Nigeria being a developing economy and now adjudged the poverty headquarter of the world should consider partial deregulation rather than full deregulation of petroleum product pricing in the economy. This is essentially in rebalancing the demand and supply side while achieving the social benefit of promoting people's welfare.
subject: Articles
  topic: section
subject: Fuel Subsidy
  topic: keywords
subject: Welfare
  topic: keywords
subject: Governance
  topic: keywords
subject: Nigeria
  topic: keywords
subject: Petroleum Product Pricing
  topic: keywords
creator: Ebere Ume Kalu
creator: Uzoma Friday Christopher
creator: Linus Justin Ogbonna
creator: Lawal Faith Chidinma
creator: Sunday O Okafor
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-12-18
publication date: 2024-12-18
starting page: 1
ending page: 5
doi: 10.47363/JMSCM/2024(3)165

The Integral Role of Market Research in Shaping Data-Driven Product Strategy
type: item
description: Companies today are switching towards data-driven product strategies to keep pace with the rapidly evolving marketplace, where consumer demands and ever-changing business objectives need to be met. The formulation of these strategies is incomplete without a market, which serves as the backbone and provides information regarding consumer preferences, trends within the market, competition details, and a complete breakdown of product attributes. The pace of technological advancement has enabled businesses to discover an enormous pool of data that can be analyzed for strategic decision-making. The following paper outlines these fundamental principles and practices in market research for building data-driven product strategies, discussing how insights gleaned from market research inform product development, identify new opportunities, refine pricing strategy, and improve customer satisfaction. This paper goes on to discuss different methods of research, such as surveys, focus groups, customer interviews, and secondary research, that make data work in improving product positioning while focusing on the needs of the audience. It also discusses the impact of emerging tech, like big data analytics and AI-driven insights, over the market research practice. Last but not least, this paper provides recommendations for how businesses can incorporate market research into each step of developing a product strategy so as to sustain in the complex and competitive environment of modern product management. They also note that the increasing role of real-time data and customer feedback in perfecting product strategies underlines a long-term competitive edge, with market trends being continuously monitored by companies who live on their ability to act fast. Predictive analytics will allow for even better prediction of customer needs, giving businesses a much more proactive approach to product development. This is essential for success in the long run. Within the modern data-driven busine…
subject: Articles
  topic: section
subject: Market Research
  topic: keywords
subject: Data-Driven Product Strategy
  topic: keywords
subject: Customer Insights
  topic: keywords
subject: Product Development
  topic: keywords
subject: Competitive Analysis
  topic: keywords
subject: Big Data Analytics
  topic: keywords
subject: Consumer Behavior
  topic: keywords
subject: AI-driven Insights
  topic: keywords
subject: Strategic Decision-Making
  topic: keywords
subject: Product Positioning
  topic: keywords
creator: Faiz Mohiuddin Mulla Faiz Mohiuddin Mulla
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-12-10
publication date: 2024-12-10
starting page: 1
ending page: 3
doi: 10.47363/JMSCM/2024(3)170

Evaluating the Impact of Organizational Investments in Medical Sales Representatives on Pharmaceutical Performance through Physician Promotion Channels
type: item
description: Pharmaceutical companies globally and in the United States are restricted from directly marketing their products to end users, specifically patients, due to regulatory guidelines set by relevant authorities. As a result, the pharmaceutical industry depends heavily on medical sales representatives to promote products to healthcare providers, who subsequently prescribe these products to patients, with significant investments dedicated to promotional activities.However, evaluating the return on investment in medical sales representatives' efforts to influence healthcare providers' prescribing decisions to increase product prescriptions to end users is crucial for assessing overall marketing effectiveness. This study investigated whether organizational investments in medical sales representatives’ promotional efforts via healthcare provider endorsements significantly enhance organizational performance. Adopting a deductive research approach and a quantitative quasi-experimental design, the study surveyed a random sample of 338 respondents, including senior managers, middle managers, and medical sales representatives, selected from 368 registered pharmaceutical companies operating in the U.S. Data were collected through a structured questionnaire using a 1–5 scale to measure each item. The collected data were analyzed using R-Studio for correlation, linear regression, and path analysis. The study findings reveal that relationship marketing in the pharmaceutical sector emphasizes the pivotal role of incentivized medical sales representatives in building trust, strengthening prescriber (physician) loyalty, and achieving competitive advantage, all while addressing ethical and regulatory complexities.
subject: Articles
  topic: section
subject: Personal Selling
  topic: keywords
subject: Medical Sales Representatives
  topic: keywords
subject: Organizational Investments
  topic: keywords
subject: Organizational Performance
  topic: keywords
creator: Dhameeth GD
creator: Prewitt J
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-12-16
publication date: 2024-12-16
starting page: 1
ending page: 9
doi: 10.47363/bff3p822

Navigating Competitive Waters: Marketing Mix, Strategic Branding and Growth in Private Higher Education
type: item
description: The entry of many private higher education institutions (HEIs) into the tertiary education industry in Sri Lanka has been conducive to a high degree of rivalry among competitors. Amid this rivalry, the private sector HEIs have realized the importance of designing and implementing strategically planned sustainable growth for institutions to provide value for their stakeholders. This study tested a theoretical model that includes two influencing factors– marketing mix strategy and strategic branding, and one moderating factor–competition, hypothesized to influence the performance and growth of HEI. Respondents (n = 322) from existing HEIs were surveyed to measure the key constructs. A multilinear regression supported a fit of data to the model. The study empirically revealed that marketing mix strategies designed and implemented by the HEIs do not positively influence the performance and growth of the institution. At the same time, strategic branding is a significant factor in influencing performance and growth. Moreover, the relationship between the marketing mix strategy and sustainability and the relationship between strategic branding and sustainability were moderated by the degree of rivalry that impacts the growth of the HEI. These results provide evidence to validate prior theories grounded in literature.
subject: Articles
  topic: section
subject: Marketing Strategy
  topic: keywords
subject: Strategic Branding
  topic: keywords
subject: Organizational Performance
  topic: keywords
subject: Higher Educational Institutions
  topic: keywords
creator: Dhameeth GD
creator: Diasz L
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-10-15
publication date: 2024-10-15
starting page: 1
ending page: 7
doi: 10.47363/JMSCM/2024(3)163

Challenges Faced by Student Entrepreneurs in Managing Income and Savings in Higher Institutions: Evidence of Ondo State, Nigeria
type: item
description: The study “Investigating the Societal and Economic Implications of Student Entrepreneurship in Ondo State, Nigeria”. Focuses on describing the socioeconomic characteristics of the respondents, determining their savings and income levels, examining their savings and investment patterns, identifying sources of capital for investment, and determining factors that affect their income, savings, and investment patterns. Data was collected using a multi-stage random sampling technique from 120 respondents and analyzed using descriptive statistics and multiple regression. The study found that the mean age of the respondents was 23 years, with an average income of ₦25,563.64, average savings of ₦13,636.36, and average investment of ₦34,136.36. It also identified that age, skills acquired, and income level were significant factors responsible for 30% of the observed variation in savings, while household size, skills acquired, savings level, access to loans, and money owed were responsible for 46% of the observed variations in investment. The study recommends that student entrepreneurs form cooperative societies to pool resources, access credit, and increase their income, savings, and investment levels.
subject: Articles
  topic: section
subject: Student Entrepreneurs
  topic: keywords
subject: Managing Income and Savings
  topic: keywords
subject: Higher Institutions
  topic: keywords
subject: Entrepreneurship
  topic: keywords
subject: small-scale entrepreneurs
  topic: keywords
subject: student-driven enterprises
  topic: keywords
creator: Adelakun OJ Adelakun OJ
creator: Ogunbodede OD
creator: Adelakun Y
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-08-26
publication date: 2024-08-26
starting page: 1
ending page: 6
doi: 10.47363/JMSCM/2024(3)164

Project Management in Digital Supply Chains
type: item
description: Agile project management approaches have gained tremendous popularity over the last two decades for managing supply chains. However, there is an ongoing debate as to which approach, the agile or the traditional approach, yields successful supply chains. Agile project management has gained popularity by infusing adaptability, collaboration, and continuous improvement in the supply chains. Agile project management has the advantages of adapting to changing business requirements, utilizing resources efficiently, and creating a constant improvement culture. It is capable of yielding overall success for the project and achieves faster time to market. It also infuses better transparency than traditional project management techniques, as the latter is criticized for being rigid and having minimal stakeholder interaction. The paper discusses the emergence of diverse project management techniques. It highlights the limitations of the traditional waterfall technique and also discusses the advantages of the emergence of agile techniques. It covers in detail the different agile project management techniques in supply chains such as Kanban, Scrumban and Crystal Techniques, Extreme Programming, Scrum, etc. In conclusion, agile project management supports supply chains through its data-integrated approaches.
subject: Articles
  topic: section
subject: Agile Project Management
  topic: keywords
subject: Traditional Project Management
  topic: keywords
subject: Artificial Intelligence
  topic: keywords
subject: Stakeholder Satisfaction
  topic: keywords
subject: Supply Chain Digitization
  topic: keywords
subject: Efficiency
  topic: keywords
creator: Sandeep Ramanamuni
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-08-30
publication date: 2024-08-30
starting page: 1
ending page: 3
doi: 10.47363/JMSCM/2024(3)168

Factors Influencing Employees’ Intention to Leave their Job in Uzbekistan
type: item
description: Retaining qualified and skilled workers is crucial in modern organizational dynamics to maintain a competitive edge and achieve organizational success.This study investigates the factors influencing employees’ intention to leave their jobs in Tashkent region of Uzbekistan, with a focus on job satisfaction, job stress, training behavior, and employee turnover. Utilizing a survey methodology, data were collected from 380 respondents who are current employees of various organizations through a structured Likert-type questionnaire. The analysis employed descriptive statistics and regression techniques to explore the relationships between independent variables and the dependent variable, intention to leave. The results indicate that job satisfaction negatively correlates with the intention to leave, while job stress and training behavior positively influence turnover intentions. Additionally, employee turnover was found to mediate the relationship between training behavior and intention to leave. These findings underscore the importance of addressing job satisfaction and stress in organizational settings to enhance employee retention. The study contributes to the existing literature by providing empirical evidence from Uzbekistan,highlighting the need for tailored human resource strategies to improve employee engagement and reduce turnover rates.
subject: Articles
  topic: section
subject: Employee Turnover
  topic: keywords
subject: Salary
  topic: keywords
subject: Marital Status
  topic: keywords
subject: Performance
  topic: keywords
subject: Organizational Commitment
  topic: keywords
subject: Job Satisfaction
  topic: keywords
subject: Job Stress
  topic: keywords
subject: Intention to Leave
  topic: keywords
creator: Abdul Bashiru Jibril
creator: Yusupova Yulduz
creator: Md Billal Hossain
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-08-30
publication date: 2024-08-30
starting page: 1
ending page: 10
doi: 10.47363/JMSCM/2024(3)162

The State of Technology Innovation in Nigeria: Trends, Challenges and Opportunities
type: item
description: This writeup examines the state of technology innovation in Nigeria, focusing on emerging trends, prevalent challenges, and untapped opportunities. As Africa’s largest economy and most populous country, Nigeria has shown significant potential for technological advancement and innovation. However,various factors, including infrastructure limitations, funding constraints, and regulatory barriers, have posed challenges to the growth of the technology sector. By analyzing current trends, identifying key challenges, and exploring potential opportunities, this study aims to provide insights into the landscape of technology innovation in Nigeria and offer recommendations for fostering its development.
subject: Articles
  topic: section
subject: Innovation
  topic: keywords
subject: Nigeria
  topic: keywords
subject: Africa
  topic: keywords
subject: African Technology
  topic: keywords
subject: Challenges
  topic: keywords
creator: Pratik Bansal
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-05-30
publication date: 2024-05-30
starting page: 1
ending page: 2
doi: 10.47363/JMSCM/2024(3)150

Data Migration Strategy and Execution for a Large-Scale ERP Implementation
type: item
description: Most organizations undergo rigorous Enterprise resource planning (ERP) system implementation projects along their journey towards digital transformation and business systems modernization. These ERP systems meet the business requirements of integrating data and processes across the various business domains of finance, sales, warehouse, manufacturing, global trade, human resources, etc. A critical aspect of any ERP implementation is data migration for a source or legacy system to the newly implemented target ERP system. For an organization to truly leverage the big data, machine learning and data automation capabilities offered by modern ERP systems, it is imperative that project implementation teams define and executed an enhanced data migration plan ensuring data quality, accuracy and completeness, as well as establishing data governance processes for ongoing operations. The article aims to explore the components of such an effective, all-encompassing data migration strategy and execution and the future trends around the same.
subject: Articles
  topic: section
subject: Data Migration
  topic: keywords
subject: Data Transformation
  topic: keywords
subject: ERP
  topic: keywords
creator: Rohit Singhal
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-04-29
publication date: 2024-04-29
starting page: 1
ending page: 3
doi: 10.47363/JMSCM/2024(3)E103

Addressing Omni-Channel Challenges in Retail Logistics with SAP-Introduction to SAP CAR (Customer Activity Repository)
type: item
description: In the dynamic landscape of retail, the advent of omni-channel commerce has revolutionized the way consumers interact with brands and make purchases.With the proliferation of online shopping, mobile commerce, and traditional brick-and-mortar stores, retailers are facing unprecedented challenges in managing their logistics operations efficiently across multiple channels. This paper explores how SAP (Systems, Applications, and Products) solutions can address the complex logistics challenges inherent in omni-channel retail environments.
subject: Articles
  topic: section
subject: SAP
  topic: keywords
subject: Customer Activity Repository (CAR)
  topic: keywords
subject: Omnichannel Commerce
  topic: keywords
subject: Retail
  topic: keywords
creator: Anand Kumar Percherla Anand Kumar Percherla
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-03-19
publication date: 2024-03-19
starting page: 1
ending page: 4
doi: 10.47363/JMSCM/2024(3)146

Neural Network-Based Customer Behavior Modeling for Dynamic Conversion Funnel Optimization in Digital Retail
type: item
description: The need to increase conversion of traffic in using the different platforms and touching points from the digital retail environment cannot be over emphasized.Some of the conventional status that are generally utilized in conversion optimization fail to capture the intricate and dynamic paths made by customers in their engagement with Internet shops. In order to capture this dynamic behavior of the customers in the conversion funnel, this paper presents a novel method based on neural networks. Besides, by using Artificial Neural Networks (ANNs) for the machine learning process, this model makes real-time predictions of the customer activity and reveals proper key moments for retailers to influence the customer’s decision-making process to optimize customer experience. These findings show that the application of the neural network model improves the accuracy of the representations of the customer behavior to allow for the provision of the best conversion strategies that increase sales productivity.
subject: Articles
  topic: section
subject: Conversion Funnel
  topic: keywords
subject: Customer Behavior Mapping
  topic: keywords
subject: Artificial Neurons
  topic: keywords
subject: Digital Commerce
  topic: keywords
subject: Dynamic Incremental Improvement
  topic: keywords
subject: Artificial Intelligence
  topic: keywords
subject: E-commerce Sales
  topic: keywords
subject: Customer’s Journey Mapping
  topic: keywords
creator: Anirudh Reddy Pathe
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-01-19
publication date: 2024-01-19
starting page: 1
ending page: 5
doi: 10.47363/JMSCM/2024(3)E123

Enhancing Fleet Management: A Novel Approach to Vehicle-Device Association using Mobile Administration
type: item
description: This paper presents an innovative approach to managing Vehicle-Device Associations (VDAs) within a fleet management system, utilizing a specialized mobile user role known as “VDA Mobile Admin”. The focus is on enabling these administrators to create and manage relationships between VDAs and vehicles directly from their mobile devices. This approach aims to enhance operational efficiency and data accuracy in fleet management systems.
subject: Articles
  topic: section
subject: Vehicle Device Association
  topic: keywords
subject: Mobile Administration
  topic: keywords
subject: System Integration
  topic: keywords
subject: Operational Efficiency
  topic: keywords
creator: Sahil Nyati Sahil Nyati
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-02-16
publication date: 2024-02-16
starting page: 1
ending page: 6
doi: 10.47363/JMSCM/2024(3)122

Navigating Data-Driven Decisions in E-Commerce
type: item
description: Data-driven decision-making has become a critical strategy for e-commerce businesses in the digital age. By leveraging data and analytics, e-commerce companies can gain valuable insights into customer behavior, optimize product offerings, personalize marketing campaigns, and streamline operations.This paper explores the key components of the data-driven decision-making landscape in e-commerce, highlighting the importance of customer insights,product optimization, personalized marketing, and inventory management. It also addresses the challenges organizations face when transitioning to a data-driven culture and provides a framework for successfully navigating this landscape to drive growth and stay competitive.
subject: Articles
  topic: section
subject: Data-Driven Decision-Making
  topic: keywords
subject: E-Commerce
  topic: keywords
subject: Customer Insights
  topic: keywords
subject: Product Optimization
  topic: keywords
subject: Personalized Marketing
  topic: keywords
subject: Inventory Management
  topic: keywords
creator: Alok Reddy Jakkula
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-01-18
publication date: 2024-01-18
starting page: 1
ending page: 2
doi: 10.47363/JMSCM/2024(3)148

Implementing a VDA-Triggered Compliance System in Fleet Management: A Novel Approach
type: item
description: This research paper explores the development of a compliance system within a fleet management framework, utilizing Vehicle Data Adapters (VDAs) to address driver app login issues. The system is designed to trigger an alarm in cases where the driver is moving without being logged into the application.This innovative approach aims to enhance compliance and safety in fleet operations.
subject: Articles
  topic: section
subject: Vehicle Data Adapters
  topic: keywords
subject: Compliance System
  topic: keywords
subject: Driver Safety
  topic: keywords
subject: Real Time Monitoring
  topic: keywords
creator: Sahil Nyati
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-02-15
publication date: 2024-02-15
starting page: 1
ending page: 5
doi: 10.47363/JMSCM/2024(3)121

Analyzing Recent Anomalies in the Impact of Interest Rates and Inflation on US Financial Markets
type: item
description: The traditional relationships between interest rates, inflation, and US stocks have experienced anomalies in recent years. Despite rising interest rates in 2023, the S&P 500 enjoyed significant gains, and high inflation did not dampen stock market enthusiasm. This paper delves into these anomalies, exploring potential explanations and their implications for understanding asset valuation dynamics. We analyze how factors like strong corporate earnings, investor behavior, alternative investment options, and global influences might have contributed to the observed deviations. Furthermore, we discuss the limitations of relying solely on historical relationships and highlight the importance of considering evolving economic paradigms and policy choices. By dissecting these anomalies, the paper aims to illuminate the complex interplay between macroeconomic variables and stock market performance in the current environment.
subject: Articles
  topic: section
subject: Interest Rates
  topic: keywords
subject: Inflation
  topic: keywords
subject: US Financial Markets
  topic: keywords
subject: Macroeconomic
  topic: keywords
creator: Nikhil S Jarunde Nikhil S Jarunde
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-02-19
publication date: 2024-02-19
starting page: 1
ending page: 3
doi: 10.47363/JMSCM/2024(3)145

Measuring Online Customer Satisfaction Based on Customer Reviews: Topic Modeling Method Using Latent Dirichlet Allocation(LDA) Algorithm
type: item
description: Companies invest significant resources in retaining their customers. Nonetheless, organizations have witnessed customer attrition due to inadequate loyalty. This trend is particularly prevalent among online customer bases. The root cause of this issue lies in the absence of an effective tool for measuring online customer satisfaction that surpasses the capabilities of existing methods. To address this concern, a quantitative study explored the dimensions of online customer satisfaction measurement and established a model applicable across industries for gauging and predicting online customer satisfaction. This was accomplished by conducting an online survey via SurveyMonkey with 384 respondents, employing supervised and unsupervised machine learning techniques in conjunction with the topic modeling algorithm, Latent Dirichlet Allocation (LDA). The findings of this study revealed a significant relationship between predictor variables such as navigation, playfulness, information quality, trust, personalization, and responsiveness and the target variable, online customer satisfaction, employing multiple linear modeling (LSM). Furthermore, it was observed that this phenomenon transcends age groups, impacting both younger and older customers alike. However, it is essential to acknowledge certain limitations, including the risk of overfitting, challenges in establishing external validity, a narrow focus on the retail sector (B2C), and a restricted scope limited to the United States market.
subject: Articles
  topic: section
subject: Online Customer Satisfaction
  topic: keywords
subject: Online Reviews
  topic: keywords
subject: Topic Modeling
  topic: keywords
subject: Supervised and Unsupervised Learning
  topic: keywords
creator: Gehan S Dhameeth
rights: Copyright (c) 2024 Journal of Marketing & Supply Chain Management
date: 2024-01-09
publication date: 2024-01-09
starting page: 1
ending page: 8
doi: 10.47363/JMSCM/2024(3)120

The Future of Programmatic Advertising: Leveraging Private Marketplaces (PMPs) for Optimal Results
type: item
description: As digital advertising evolves, Private Marketplaces (PMPs) have emerged as a powerful strategy for achieving targeted, brand-safe, and high-quality ad placements. Unlike open exchanges, PMPs allow advertisers to negotiate and secure premium inventory through curated, invitation-only marketplaces,often leading to higher engagement and better return on investment (ROI). This paper explores the role of PMPs in modern digital advertising, covering their benefits, implementation strategies, the types of ad units suited for PMP campaigns, and future prospects enhanced by artificial intelligence (AI). The insights provided will help advertisers, publishers, and marketers understand how PMPs can be leveraged to navigate today’s privacy-centric landscape while maintaining high levels of ad quality and targeting accuracy.
subject: Articles
  topic: section
subject: Private Marketplace (PMP)
  topic: keywords
subject: Programmatic Advertising
  topic: keywords
subject: Brand Safety
  topic: keywords
subject: Digital Advertising
  topic: keywords
subject: Targeting
  topic: keywords
subject: Privacy
  topic: keywords
subject: First Party Data
  topic: keywords
subject: Roi
  topic: keywords
subject: AI
  topic: keywords
subject: Predictive Targeting
  topic: keywords
subject: Machine Learning
  topic: keywords
subject: Premium Inventory
  topic: keywords
subject: Transparency
  topic: keywords
subject: Closed Ecosystems
  topic: keywords
subject: Dynamic Creative Optimization
  topic: keywords
creator: Abhishek Shetty
rights: Copyright (c) 2023 Journal of Marketing & Supply Chain Management
date: 2023-11-20
publication date: 2023-11-20
starting page: 1
ending page: 4
doi: 10.47363/JMSCM/2023(2)E119

Revenue Forecasting using Salesforce for Product and Service Sales
type: item
description: Revenue forecasting is a critical aspect of sales and business strategy, especially when dealing with multiple product lines across diverse territories. This paper outlines a comprehensive model for forecasting revenue in Salesforce based on multiple data points, including product type, territory, sales incentives, historical sales data, contract terms, and sales rep performance. By creating custom objects, fields, and formulas in Salesforce, we can create a predictive model that inputs various parameters and outputs an estimated revenue forecast. The paper will also cover how to implement the model in Salesforce, including the creation of custom objects and fields, and coding solutions for revenue forecasting.
subject: Articles
  topic: section
subject: Salesforce
  topic: keywords
subject: Revenue Forecasting
  topic: keywords
subject: Sales Cloud
  topic: keywords
subject: Product Sales
  topic: keywords
subject: Predictive Analytics
  topic: keywords
subject: Forecasting Models
  topic: keywords
subject: Territory Management
  topic: keywords
subject: Custom Objects
  topic: keywords
subject: Contract Management
  topic: keywords
creator: Kiran Konakalla
creator: Hareesh Vennam
rights: Copyright (c) 2023 Journal of Marketing & Supply Chain Management
date: 2023-12-20
publication date: 2023-12-20
starting page: 1
ending page: 2
doi: 10.47363/JMSCM/2023(2)E117