Posts in category: The Fourth Journal

The Phyathai-Paolo Hospital Group has redefined perceptions of marketing excellence in the healthcare sector, emerging as a leader within the Bangkok Dusit Medical Services (BDMS) network. Recognized with the Asia Marketing Excellence Award for Marketing Company of the Year in 2024, the group exemplifies how innovative healthcare delivery and effective marketing strategies can drive significant business growth and enhance patient satisfaction. This article explores the key factors behind Phyathai-Paolo’s success, including its patient-centered marketing initiatives, innovative technologies such as AI-driven diagnostic tools, and a collaborative organizational culture. By prioritizing patient well-being and leveraging advanced solutions, Phyathai-Paolo not only improves health outcomes but also sets a benchmark for corporate healthcare practices in Asia. The findings highlight the potential for healthcare organizations to thrive amidst challenges by embracing innovation and fostering a patient-centric approach.

This article explores the evolving role of Artificial Intelligence (AI) in leadership and its impact on corporate management and decision-making. While AI offers immense potential in data analysis, prediction, and process optimization, the human elements of leadership—such as empathy, intuition, and creativity—remain irreplaceable. By drawing on established frameworks like Porter’s value chain and Nash Equilibrium, the article emphasizes the need for a balanced approach, where AI complements human cognition rather than replaces it. The discussion extends into the complexities of human consciousness, suggesting that while AI can aid in decision-making, leadership must remain centered on human traits to sustain competitive advantage. Practical examples from companies like IBM and Unilever illustrate how AI can streamline processes, yet the strategic direction must ultimately come from human leaders. This article advocates for a thoughtful integration of AI in leadership, ensuring the preservation of human insight in navigating the rapidly evolving digital landscape.

This article explores the evolving landscape of advertising, highlighting the shift from traditional media to influencer marketing. It discusses how advertisements are crafted to capture attention, tell compelling stories, and drive brand perception, while also emphasizing the growing role of influencers in promoting products on social media. The article delves into the advantages of influencer marketing, such as its ability to create authentic connections with audiences, and the challenges associated with finding the right influencers and maintaining credibility. Through best practices like tracking outcomes and utilizing a variety of influencers, marketers can optimize their campaigns. Ultimately, the article stresses the importance of adapting advertising strategies in the face of technological advancements and changing consumer behavior.

This study aims to analyze the effect of Customer Orientation of Service Employees (COSE) on customer retention, with customer satisfaction and customer commitment serving as mediating variables. The study distributed questionnaires to 292 consumers who are customers with installment financing and have active contract status in a multi-finance company. The sampling method used in this study is simple random sampling. The study tests seven hypotheses: (1) COSE has a direct effect on customer retention, (2) COSE has a direct effect on customer satisfaction, (3) COSE has a direct effect on customer commitment, (4) customer satisfaction has a direct effect on customer retention, (5) customer commitment has a direct effect on customer retention, (6) customer satisfaction mediates the relationship between COSE and customer retention, and (7) customer commitment mediates the relationship between COSE and customer retention. The results show that COSE has a positive and significant effect on customer satisfaction, customer commitment, and customer retention. Additionally, customer satisfaction and customer commitment both have a positive and significant effect on customer retention. The study further reveals that both customer satisfaction and customer commitment partially mediate the relationship between COSE and customer retention. All seven hypotheses were supported. Five hypotheses examined direct effects—specifically, from COSE to customer retention, customer.

This article explores the strategies for mastering digital marketing in Malaysia, focusing on the retail industry, This article’s recommendations cater to retailers of various sizes, from small family-owned businesses to large firms, ensuring practical implications for all scales of operations. It addresses the transition from traditional marketing methods to innovative digital approaches driven by the high internet penetration and diverse consumer base in Malaysia. The discussion includes understanding local consumer behaviour, leveraging mobile and social media platforms, and complying with data protection laws. Key areas such as data-driven marketing, organisational coordination, technology adoption, and the role of senior leadership in driving digital transformation are examined. The article highlights the significance of localised data sources, cross-channel strategies, and fostering innovation through collaborations with local tech hubs and start-ups. This article provides actionable recommendations for retailers aiming to excel in Malaysia’s dynamic digital marketing landscape by emphasising the need for a customer-centric approach and continuous learning. These strategies are applicable at various decision-making levels, such as industry-level, corporate-level, and SBU-level, to ensure tailored approaches that meet the needs of different organizational structures. Through these strategies, businesses can achieve sustainable growth and success in the rapidly evolving digital age.

This article is based on observation and experience of the author. The purpose of this article is to promote sharing of knowledge rather than keeping knowl- edge in silos. The article purports, that this be undertaken by the member nations of AMF to build the repository of knowl- edge of Asia Marketing Federation (AMF) through blending of local and global knowledge and ensuring effective dissem- ination. The article further stresses on globalization of knowledge rather than focusing on creation of silos. The impor- tance of appropriate use of technology to drive effective dissemination and thus, democratization is emphasized. The article provides a guideline for the leader- ship of AMF to ensure creation of a better world, where one can breathe peace and cherish the real meaning of humanity, through proper democratization and globalization of knowledge.

This article explores Minor Food Group’s journey toward winning the prestigious 2024 Asia Marketing Excellence Award in the “Marketing 3.0” category, awarded by the Asia Marketing Federation (AMF). Drawing on personal experiences as the head of the jury, the author delves into Minor Food Group’s “Responsible Marketing-Preneur” mindset, which integrates customer-focused innovation, socio-economic and environmental responsibility, and people empowerment. Through strategies such as digital transformation, product innovation, sustainability initiatives, and leadership development, Minor Food Group has set new industry standards across Asia’s food service sector. The article also highlights key achievements, including the company’s response during the COVID-19 pandemic, community engagement through the Pizza Company Book Club, and its commitment to sustainability through local sourcing and reducing plastic waste. Minor Food Group’s success serves as a model for businesses seeking to balance profit with positive societal impact, demonstrating that responsible marketing can drive both business growth and meaningful change…