The Ninth Issue – Special Edition: Marketing & Entrepreneurship, what lies ahead.
Keeping up with the pace of trends in the world of entrepreneurship and marketing is no easy feat but to stay ahead of your competition and predict your customer’s needs, it’s vital.
In this Special Edition of the AIB Review, leading industry professionals and members of AIB’s Marketing and Entrepreneurship faculty dive deep into the need-to-know industry trends and issues that lie ahead.
“Welcome to this special issue of the AIB Review. We are celebrating nearly two years of quarterly publications by focusing on the rapidly evolving field of marketing and entrepreneurship. While many core principles remain foundational, practices are changing rapidly with the increasing pervasiveness and sophistication of digitization and the social media space. This edition looks forward to consider what lies ahead for marketing and entrepreneurship. What are the emerging trends, issues, and possibilities? Our experts at AIB weigh into the discussion along with their professional colleagues.
A special thanks to Dr. Sumesh Nair, who has imaginatively and patiently evolved this special edition along with the Marketing and Entrepreneurship team at AIB.
Another exciting dimension to this Issue is the move from purely text-based contributions to multi-media representations of thought-provoking topics.
Well done team!”
– Professor Ingrid Day
Explore more AIB review articles.
This addition of the review includes the following articles:
To celebrate this Special Edition, we gathered several of the authors and contributors to discuss themes covered in this Review in even greater depth. And whilst we can’t predict with certainty what the future of marketing and entrepreneurship holds, but these industry professionals who have their finger on the pulse of these industries provide incredible insight for trends to be prepared for in 2023 and beyond.
Consumer shift towards sustainability – The Australian packaging market is going green…Or is it?
Andrew Licata, Lecturer, Australian Institute of Business
Packaging is a powerful tool for marketers as it not only attracts consumer attention but can also influence their purchase decisions. Most people would be surprised at just how many changes are occurring in the consumer packaging industry as a result of the push towards greener, more environmentally friendly packaging in all sorts of consumer industries.
Helping entrepreneurs rebound from disruption: Role of academic incubators
Dr Chad Dean, Lecturer in Operations and Project Management, Australian Institute of Business
Incubators have had a mixed record when it comes to playing a role in producing successful entrepreneurs. In this article, a powerful case is made that academic institutions can and should play a leading role as incubators for entrepreneurial success.
An Emerging trend of mindful consumption: Why people don’t walk their talk?
Dr Samaneh Soleimani – Lecturer, Australian Institute of Business, Arash Dehghani (BPsychSc, BSc, MSc) Telecommunications Engineer and Psychology Graduate.
Why is it that people often end up doing the opposite of what they intend to do, and what does this mean for business. The writers explain the concept of the Intention Behaviour Gap (IPG) and use it to suggest ways that consumers can make buying decisions that come closer to what their actual intentions are, with particular reference to buying “green” products.
The show must go on: Entrepreneurship in dance education
Sarah R. B. Ahmadi – Master of Management Candidate, Dr Svetlana De Vos – Senior Lecturer, Dr Bora Qesja – Senior Lecturer, Dr. Samaneh Soleimani – Lecturer, Australian Institute of Business
The dance industry is much larger than most people realise, and all trends point to it continuing to grow. While popular opinion might suggest that this industry is immune from innovation, this article argues otherwise. This industry is changing rapidly, partly as a result of Covid disruption, but more importantly through technological and demographic change.
Consumer-driven de-growth trends: A call for marketing paradigm shift
Dr Svetlana De Vos – Senior Lecturer, Dr Bora Qesja, Senior Lecturer, Australian Institute of Business
Have you ever wondered what “de-growth” means, and what it means for the future of marketing? In this article, the authors introduce the concept, and, using a wide range of real examples, show how it is already transforming industries as varied as fashion, travel and food.
Sustainable marketing – Now or never
Dr Sumesh Nair, Senior Lecturer, Australian Institute of Business
Sustainability is a term so often used these days that it risks becoming a cliché, without real meaning. In this article, the author unpacks the term in more depth, and then shows how it is deeply relevant to product development, customer relations, corporate accountability, and of course a planet fit for a high quality of life in all its forms.
Influencer marketing is big business: Lessons to date and future directions
Diane Kalendra – Associate Professor & Assistant Academic Dean, Dr Tareq Rasul – Senior Lecturer, Australian Institute of Business
While the role of influencers has long been seen as a major aspect of the communication process, its role now, as a result of technological change, is staggering in its breadth and depth. So, what is influencer marketing, why is it so effective, who is using it, what have we learned to date about using it as a marketing tactic, and what does its future look like? The results may surprise you.
Emerging trends to enhance agritourism promotion
Cole Ambrock – DBA Candidate, Dr Svetlana De Vos – Senior Lecturer, Dr Uwe Kaufmann – Senior Lecturer, Research Discipline Lead, Australian Institute of Business
Despite recent setbacks like COVID and the war in Ukraine, agritourism is already big business, and all trends point to it getting bigger. This article lists some of the trends that explain why agritourism as a form of travel tourism is likely to grow, and what demographic and other changes are contributing to this positive outlook.
The dark side of social media and influencer marketing
Bora Qesja – Senior Lecturer, Samaneh Soleimani – Lecturer, Tareq Rasul – Senior Lecturer, Australian Institute of Business
Influencer marketing on social media has become an increasingly popular marketing tool for brands over the past few years. This article points out the perils and pitfalls of such widely used platforms as Instagram, YouTube and TikTok, especially when being used by ordinary people to influence others and project a certain image of themselves.
A case for environment friendliness ratings
Dr. Rupesh Goel, Lecturer in Marketing, Australian Institute of Business
Our energy future is going to depend on a mix of green, renewable technologies, such as wind, solar, hydro, and so on. But some green energy is greener than others. Using the metric of grams of CO2 equivalent produced per kWh electricity generated, this article discusses some hard truths about what the energy mix is likely to have to confront going forward.
Dealing with market trends: Why firms often fail to keep up with market innovation
Gediminas Lipnickas, Lecturer in Marketing, UniSA Online, Bora Qesja, Senior Lecturer, Australian Institute of Business
To better understand market innovation and be prepared for changes within markets, it is important to understand the process through which innovations go through. All markets and innovations go through three phases: Innovation, Diffusion, and Stabilisation. Using this framework and examples from well-known brands, this article stresses the need to be alert to even apparently minor incremental changes in the marketing life of every product.
Customer Engagement – The key to a sustainable future
Krishnan Hariharan, Lecturer, Australian Institute of Business
A sustainable future is what every business must aim for if it has any chance of success. Whereas profits are part of this scenario, they are not the only requirement for long term success. This article argues that ideas such as non-transactional customer engagement, and customers becoming co-creators of brand identity and community, are among the emerging consumer roles necessary in ensuring sustainability.
Entrepreneurship beyond tomorrow
Micah Walker, MBA, Founder and CEO – Eagle Origins
While entrepreneurship isn’t everybody’s chosen field of study or work interest, whether you are an employee, a student, or a scholar, we are all consumers and global citizens influenced by entrepreneurs and their advancements. Using his own experience and the examples of others, the writer here explores some of the dynamics which motivate entrepreneurs to want to change the world.