文章基本信息

标题：An exploration study to find the effect of new advertisement techniques on export based product development: A case study of mobile devices
本地全文：下载
作者：Hashemi, S. ; Azad, N. ; Akbar, S. 等
期刊名称：Uncertain Supply Chain Management
印刷版ISSN：2291-6822
电子版ISSN：2291-6830
出版年度：2013
卷号：1
期号：4
页码：231-236
语种：English
出版社：Growing Science
摘要：During the past few years, new methods of advertisements such as internet, email services, etc. have created new opportunities to promote products and services. The cost of an email message is normally negligible but the outcome could be significant. This paper presents an empirical investigation to find the effect of new advertisement techniques on export based product development in a case study of mobile devices. The proposed study designs a questionnaire in Likert scale consists of 29 questions, distributes it among 150 exporters of mobile devices in Iran. Cronbach alpha is calculated as 0.826. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.790 and 1023.3, respectively. Based on the results of our survey, we have derived five factors including emotional effects, brand promises, pricing strategy, modern advertisements and detected promotions.
关键词：Factor analysis;Mobile devices;New advertisement techniques