Advertising Campaigns in Banking Using Images of Famous People Essay Example for Free

Advertising Campaigns in Banking Using Images of Famous People Essay Today, banking services look very similar to each other. While comparing various products, a customer has often no idea which one is the best for him and he does not even know how they differ from each other. In order to understand the difference between them, it requires a thorough analysis, for which a potential buyer does not have enough time. In most cases, the choice of customers is based on irrational considerations. By observing recent advertisements in banking sector, I came to conclusion that most of them are becoming less informative and more focused on creating a positive image of the bank and its product. This creates an impression that the product or service is essential to the customer and its possession or use of service means that the buyer belongs to a group of the wise or better ones who are well chosen. Further observations has shown that it is becoming increasingly popular to use celebrities in advertisements of well-known banks, as public has sympathy, respect and trust towards those people. These advertisements include actors, successful athletes and popular personalities from the media world. The common feature of these various industry representatives is their universal recognition. Therefore, the subject of this work is to look at how banks are creating a positive image though their advertising campaigns by using celebrities. The goal of my work is to present the role of the brand, the essence of advertising, as well as to demonstrate the specific marketing activities with the use of recognition of famous people. The first part provides information on the purpose of advertising, its functions and types. The second part shows how branding is done with the help of famous people in Russia. Lastly, I will conclude the research by evaluating advertising activities in banking sector and their effectiveness. Advertising Advertising is usually presented as a message that aims to increase demand and thus sales of a certain product. However, this definition is incomplete and should be supplemented by two important elements. The first one concerns the creation of advertising in order to reduce demand. An example could be an anti-smoking or anti-alcohol campaign. The second element is to present advertising as a combination of information and persuasion, prompting the customer to buy the product with better selectiveness. Since advertising is a broad concept, it is understood in many ways. Philip Kotler says that advertising is a measure of information and propaganda, designed to increase the level of knowledge of brand, product and company of its customers or potential customers. However, Belch Belch write that advertising is any form of communication about a product, organisation, ideas or services originating from a distinct source, facing the environment. The most common purpose of advertising is to create customer awareness of the existence of a company, product or brand. The customer should spontaneously recall the advertised name, and at the same time be encouraged to re-purchase. Another objective is to maintain positive beliefs about the image and to create the best possible relationship with the client. These objectives could not be achieved only by using advertisements, as an integrated marketing plan is required for those purposes. Another function is related to the issuing of competitive messages in response to competitors advertising messages. The main objective is to increase the attractiveness of their products. Another way is to weaken the position of the competition by presenting their products from a weaker side. There are also two major function of advertisements. Consumer advertising targeted at specific customers. A significant number of advertisements on television, radio or newspaper is consumer-based. A characteristic feature of these ads is that it is financed by the manufacturer or dealer who sells the product. Advertising to the companies also known as industrial, commercial and so-called business advertising. The vast majority of advertisements related to consumer is located in all types of media. Business advertising presents in specialised publications or professional journals. The objectives and functions of advertising divide them into two more elements: Advertisement is designed in order to stimulate demand for the product, such as American cigarettes, fruit from Morocco, Polish chocolate. It is used in one of two situations. The first is part is when a product is getting launched. It is called pioneer advertising. The creation of such advertising is associated with the implementation of the following three objectives: 1) To introducing a new product to market.  2) To affect selected markets, simplification of the contractors carrying out the tasks. 3) To inform the pioneer. The second element is connected to advertising to maintain the demand. Such advertising is used throughout the product life cycle and seeks to maintain or stimulate demand. It is also important to mention, that the selective demand advertising is different from the main demand advertising which is designed to stimulate demand for individual brands. It is a competitive advertising that appears in the second product life cycle, when there are already competitive products on the market. The company is trying to gain an advantage through the promotion, so that customers remember those product. This is usually done by highlighting the advantages and unique advantages of the product over a competitor. Another form of selective demand advertising is comparative advertising. Creating brand by using the image of famous people A company that wants to effectively advertise its brand, should not reserve funds for advertising campaigns. Power of the media is unbelievably huge these days. Media is considered as a fourth power in terms of influence on public. Regarding the banking sector in Russia, it is becoming increasingly popular to use images of famous people in advertisements. It comes to media operations, whose primary objective is to create the brand advertising, where the actor or another person from the world of politics, business, etc. represents the business and associated with the product. Mechanics of this advertising method is simple: This famous person uses the services of the bank N. So its a good bank and you can trust it. This advertising method has several advantages: 1) The fame of celebrity and his character is applied to the brand. 2) If a customer feels confident towards the celebrity, this confidence will be applied to a brand. Increased brand loyalty among fans of celebrities. 3) The client is more prepared to use products and services and has positive attitude towards the brand reduces attention to the price. An example of a effective application of such a strategy is the brand image advertising campaign of VTB 24, which began back in 2008. The campaign was built on attracting celebrities to advertise the bank as a reliable, stable institution that can be trusted. Those celebrities where: a coach Tatiana Tarasova, actresses Ingeborg Dapkunayte and CHulpan Hamatova, composer Igor Sharp, etc. Shall I call a few celebrities this is the safest option, because you can work on different audiences at the same time believes the managing director of BBDO Branding Olga Konovalova. However, some experts pointed out that a participation of an actor Konstantin Khabenksy was not entirely successful the campaign . Usually his characters have unpredictable personality: they do not represent the stability that people are willing to see in the bank. Overall, Young Rubicam advertising agency believes that this strategy seems to be justified. This campaign helped to create an image of VTB 24 as one of the most stable and popular among celebrities banks. Moreover, the brand recognition of this bank increased from 34 to 45%. But not all advertising campaigns became successful. At the first glance I thought I was imagining things that was the reaction of most passers-by when they first saw the billboards of the bank Trust with an image of Bruce Willis. For the first time on the territory of the former Soviet Union such a global megastar was participating in the Russian advertising campaign. Vice-President of Trust Communications Dmitry Chukseev binds him choice of Bruce Willis with the results of studies that have shown that he is an absolute leader in the aggregate index of perception of the target audience. The use of celebrities in advertising has serious drawbacks, such as: 1) The risk choosing a wrong celebrity. Money down the drain if a celebrity is not popular among target consumers. 2) The risk of damaging the brand image in the case of a celebrity scandal. The risk of damaging the brand image in the case if celebrity is advertising some other brands. According to sociological research, advertising by using celebrities will be less in demand over time. In 2010, the American edition of Ad Age found that the modern public wants to get as much information in advertising as possible and it is this, rather than the popularity of the characters which is taken into account when banks are thinking of the next marketing move. A study of Ace Metrix found that advertising of financial services with celebrities does not generate high consumer confidence, besides celebrities distract the consumers’ attention on a product. Conclusion Advertising is created to promote the product. It is designed to convince customers to accept the product and purchase it. A form of advertisement should represent advantages of products and services promoted and show the benefits of the product to the customers. Advertising should involve means and methods that will effectively allow the transfer of your content to consumer. Today, advertising has almost the status of art. The advertising message is often intended not only to promote the product, but also to shock the customer and cause him to experience the product emotionally. Effectively formulated advertising message not only encourages the recipient to purchase a product, but also allows to encode in his mind, which in tern affects consumer’s preferences. The aim of this study was to show how the banks influence the decisions of customers through the use in advertising of the services of trusted and widely accepted celebrities. People pay attention to such features as sympathy and trust in the star. This confirms that the banks branding through advertising campaigns by using images of famous people has a positive affect on the overall brand awareness. Nowadays, due to the continuous changes in the market, the importance of quality and quantity of information is significantly increased. Information overload makes todays buyer is no longer in a position to observe and analyse the changes. A more developed market, more products and forms of distribution, increased competition between companies means that the role of information significantly increases. Celebrities are no longer needed to raise confidence in the banks. Therefore, banking sector needs to change the trend in the commonly used types of advertisements, which will be characterised by greater efficiency than those involving identifiable persons. Therefore, creating brand by using the image of famous people is no longer perspective. However, this is still a matter of debate.

Law of Nature - Wordsworth Essay -- William Wordsworth

Nature is freedom, it knows no boundaries. Bronislaw Malinowski wrote, "Freedom is a symbol which stands for a sublime and powerful ideal.† The state of nature is a term in political philosophy that describes a circumstance prior to the state and society's establishment. John Locke, whose work influenced the American Declaration of Independence, believes that the state of nature is the state where are individuals are completely equal, natural law regulates, and every human being has the executive power of the natural law. Nature is the very essence of freedom, and freedom is the essence of singularity. An Infinite and Unbound Singularity would require infinite and unbound degrees of freedom. Each individual mind represents an infinite degree of freedom separated by Nothing but its own Perspective. Just as there is Nothing that separates one spatial dimension from the other but the perspective view. The height, weight, and depth of our spatial dimensions are interchangeable, and are only defined by our current point of view. Rotate them by 90 or 180 degrees in any direction and one be...

Apache Corporation Essay

Apache Corporation was formed in 1954, based on the idea of becoming significant and prosperous in the oil industry. The company took $250,000 of investor capital, paired it with fierce determination and now Apache Corporation is considered one of the top independent oil and gas exploration and production companies in the world (â€Å"Apachecorp.com†, 2012). Apache Corporation operates in both domestic and international markets exploring for, developing, and producing natural gas, crude oil, and natural gas liquids (â€Å"Apachecorp.com†, 2012). On December 31, 2011, the Company had production in the United States, Canada, Egypt, and Australia. Offshore production exists in the United Kingdom, the North Sea, and Argentina. Looking into the future Apache plans to continue to explore other countries for new discoveries and development opportunities (â€Å"Apachecorp.com†, 2012). Environment The success of any business depends on the ability to adapt to the environment it operates in. As part of the oil and gas industry Apache Corporation operates in a global business environment known for its competitiveness. The company has shown growth in production thirty one of the last thirty three years and throughout those years change has been a constant companion. Wide swings in oil prices have become commonplace in the world today, the price of a barrel of oil changes almost daily. Operating in other countries means that political unrest and changes in government policies must be addressed, as well as oil industry regulations that are constantly evolving. Apache Corporation has withstood the changes in business environment for 57 years and remains committed to successfully embracing the changes yet to come. Technology Over the last 10 years the most significant technological advance for the industry has been the coupling of horizontal drilling with hydraulic fracturing techniques. This new method allows the development of resources that are trapped in shale and other areas that have been nearly impossible to mine in the past. Apache Corporation now applies this technology worldwide (â€Å"Apachecorp.com†, 2012). This method is also used by nearly all other companies in the industry including the comparison companies Devon and Anadarko. Financial Health According to the 2011 Apache Corporation Annual Report the company showed a profit for the year and the debt ratio is 0.22. One top competitor Anadarko Petroleum located in San Antonio Texas has a debt ratio of .65 and showed a loss for the 2011 year (â€Å"Hoovers†, 2012). A second top competitor Devon Energy located in Oklahoma City, Oklahoma had a better year in 2011, this company did show a profit and their debt ratio is 0.48 (â€Å"Hoovers†, 2012). Within the gas and oil industry the overall financial status of Apache Corporation is sound. Working in a high risk industry the production risks are balanced by both geographic diversification and a mix of high and low risk properties in the portfolio (â€Å"Hoovers†, 2012). With approximately 3 billion barrels of oil equivalent in reserve Apache Corporation is positioned to maintain their current momentum. The natural gas product is sold most often at current market prices while the crude oil is marketed directly to integrated marketers and refineries. Contract terms are generally 30 days with automatic renewal until canceler at current market prices which change almost daily (â€Å"Apachecorp.com†, 2012). Apache Corporation has been exploring for and producing oil and gas products for over 50 years. The company has been successful and appears to be a sound investment. In this analysis we have reviewed the business environment, financial health and use of technology for Apache Corporation for the purpose of deciding whether or not to invest in the company. References http://www.apachecorp.com/Resources/Upload/file/investors/Apache_AR_2011.pdf Hoovers. (2012). Retrieved from http://www.hoovers.com/company/Apache_Corporation/rfrtif-1-1njea3.html Hoovers. (2012). Retrieved from http://www.hoovers.com/company/Devon_Energy_Corporation/rrxkxi-1-1njea5.html

Corporate Social Responsibility of Orang Switzerland...

This paper gives a research study on the corporate social responsibility in which Orang Switzerland mobile company applies its terms according to CSR. OCH implements the CSR on the behalf of stakeholders .OCH defines the CSR in the context of ethical, legal, commercial and public interest. CSR is dependent upon three pillars according to the company requirement, performance indicators, CSR projects and business principles. Business principles are categorized in three parts , first one is major category of principal then sub category of principal then region of focus. Under these three categories company will take the opinion of stakeholders, work with honesty, provide the protected work place, provide better goods and services, encourage the relation with employs and also achieve its goals. Also the company will support the country by funding in critical condition and for education. All the three pillars will be analyzed in the paper, first one is the principles second one is perfo rmance indicators and the last is CSR projects. CSR research has spent many years to promote company benefits in the regard of social responsibilities, so the CSR strategy consideration gained much importance in a firm working . Although CSR categories the responsibilities of a company but in real world it is not good due to three reasons, first the CSR categories are not differentiable, second CSR can be used as a moral substitute to hide the other

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What Is Data Science - 2734 Words

†¢ What is data science? Data science is the study of where information come from, what it represents and how it can be turned into a valuable resource in the creation of business and IT strategies. According to IBM estimation, what is the percent of the data in the world today that has been creates in the past two years According to the IBM estimation 90 percent of the data has been created †¢ What is the value of petabyte storage? Petabyte is the term is used to describe the capacity of storage or memory, and it is 2 to the 50th power bytes or ,in decimal, approximately a thousand terabytes †¢ For each course ,both foundation and advanced,you find at http://datascience.berkeley.edu/academics/curriculum/ briefly state(in 2 to 3 lines) what†¦show more content†¦Exercise 2: Characteristics Of Bigdata Read the following research paper from IEEE Xplore Digital Library Ali-ud-din Khan, M.; Uddin, M.F.; Gupta, N., Seven V s of Big Data understanding Big Data to extract value, American Society for Engineering Education (ASEE Zone 1), 2014 Zone 1 Conference of the , pp.1,5, 3-5 April 2014 and answer the following questions: †¢ Summarise the motivation of author(I paragraph) Thought behind the motivation of the author is throw insight on Big Data its emergence, necessity, essence etc. In this paper the fact that everyone are a part of big data is been mentioned, web is the main source of data. Big data is defined as quintillion bytes of data His exact words are given as â€Å"Big Data is the fuel. It is like oil. If you leave it in the ground, it doesn’t have a lot of value. But when we find ways to ingest, curate, and analyze the data in new and different ways, such as in Watson, Big Data becomes very interesting.†Tools that are used to nalyse the big data such as Google BigTable ,Hadoop and MapReduce that revolutionized the organizations has been discussed. Parallel and distributing computing model and the importance of 7 V’s (volume, velocity, veracity, validity, variety, volatility, variety) in finding the true value of Big data has been discussed †¢ What are the 7 v’s mentioned in the paper? Briefly describe each V in one paragraph Volume: Volume refers

Business Process Redesign-Free-Samples for Students-Myassignment

Questions: 1.A number of characteristics help to give a more complete definition for a business process. These are, Definability, Order, Customer, Value-adding, Embeddedness, and Cross-functionality. Please explain what they mean and elaborate on the initial motivations that lead to them. 2.Processes as a set can also be categorised or classified into types. There are four types of Business Processes. Please name and describe them. 3.In the Paper Business Process Redesign: An Overview by Yogesh Malhorta, a reference to Davenport and Short is made which prescribes a five-step approach to BPR. Please name the five steps and comment on the role they play in the reengineering process. Answers: 1.An order is an established request that is made by one party to the other to permits buying, selling, delivering or receiving products or services under terms and conditions that are identified. Anttila and Jussila (2013) denote that when the receiving party acknowledges an order, then it becomes a contract that is binding legally. The brand name can make a customer make an order due to the image it induces and the name sound, making an impact in order decision. Anttila and Jussila (2013) assert that product packaging enables the product to grab customers attention, convey specific value intention and gives the product authenticity hence leads to customers making orders. When the business reputation is positive, it influences customer order decision. A customer is a party who consumes or receives products or services with the ability to select between different suppliers of the product or service. Personal preference is critical in leading to a business having customers due to the influence of likes, values, priorities, and morals. Economic conditions influence customer spending decisions whereby a positive or economic environment drive the business to have a customer, and the converse applies. Marketing campaigns as denoted by May, Thompson, and Hebblethwaite (2012), is a critical role in swaying consumers to a business to make a purchase. If marketing campaigns are efficiently and consistently done, then the impact is an increase in purchasing power. Value adding is an action or activity that aids in building the worth or quality of a product or business that assist in raising profit margin. Drive that leads to value adding is to enhance the percentage of an increased financial value of a product or service and has the impact of rising incomes on the business. Altukhova, Vasileva, and Yemelyanov (2018) point out that value adding allows the business to focus on the customer since the business provides product or service through meeting customer expectations and creating a trusted market. Value adding also increase the shelf life of a product hence the business having a guarantee of the product being sold at preferred time and price. Embeddedness is the dependence of an occurrence of activity like the market, economy, individual and organization on its environment. Bond, ties, and links result into the connecting actor that unifies resources and events that leads to interaction between the customer and business. Being connected is an essential need for the business network because it leads to an exchange of business relationship (Bider Perjons, 2015). Cross-functionality is a group with diverse functional fields or multidisciplinary skills who are answerable for carrying out all stages of a task or project from inception to conclusion. Cross-functionality is majorly turned to resolve a challenge that occurs in various departments or sections in a business or organization (Cao, Thompson, Triche, 2013). It is an approach that is arrived into to enhance innovative ideas in business due to different individuals with varied skill sets and experience bring in fresh ideas. It also arrived at to stimulate or make the company vibrant because it gets the individuals involved to think differently through breaking monotonous daily routines as denoted by Breuker et al. (2016). It also addresses challenges swiftly due to each member of the team having a useful knowhow of solving a problem. 2.Five Steps Approach in BPR and Their Function in the Re-engineering Business According to Davenport and Short (2011), business process refers to a set of logically related tasks performed to achieve a defined business outcome. In line with this, (BPR) business process redesign refers to the critical analysis and radical redesign of existing business process to achieve breakthrough improvement in the performance measure (Razaki Aydin, 2011).This process constitutes of five steps that play a critical role in the reengineering process which are identified in terms of beginning and end point. These steps include; Developing the business vision and processing the objectives. this step constitutes of specific business objectives such as cost reduction, improving the quality of product output that is send to the market and also time saving or reducing time. The step plays a role in the reengineering process as it enables the organization not to lose its focus (Asikhia Awolusi, 2015). The goes further to help build an environment that has got ethical standards which will foster the business to act in accordance to the business regulation thus evading fines and unnecessary damages to the environment. Identifying the business process to be redesigned is the second step in approaching Business process redesign (Hammer, 2011). This may involve the use of high impact approach that focuses on the most important process or those that conflict the business vision and prioritizing the in order for redesigning. This helps the planers of the business to be able to clearly take into notice the specific areas that affect the business in a negative way. It also plays the role of helping the organization to review its vision so that it can correct on the loopholes that existed within the plan of the business. The third step is to understand and measure the existing processes. this plays the role of helping us to avoid repeating old mistakes and being able to provide a baseline or foundation for future improvements in the business. The basis of reengineering process in a business is to be able to be efficient. Doing the same thing repeatedly and expecting new result is impossible. This step ensures that in the process to come up with more successful outcome, previous mistakes are avoided as it provides a clear understanding of the existing process and act as a magnifier to the business holistically. Identifying information technology levers is the fourth step in approaching (BPR). Creating an awareness of the capabilities of information technology in the organization to help being updated with the resent inventions and be at par with other competing companies thus enhancing productivity and profit (Chen Tsai, 2018). The changing world of business calls for being fully informed of the new advancement in technology so that when reengineering the BPR, all current technics are involved so that the business can act to the standards of the general market and depart from the traditional methods. It also influences the process by creating awareness to the current technological world. The fifth step of approaching the (BPR) according to Davenport (2013) is designing and building a prototype of the new process: actual design purports not to be taken as the end of the (BPR process. Rather, it should be taken as a prototype (sample) with successful iterations. This metaphor is capable of aligning the Business Process Reengineering approach so as to bring quick delivery of results, involvement and satisfaction of all the stakeholders and clients. It enables the business organization to not only concentrate on production goods but also keep in touch with the existing social responsibility and sustainability that will help build the reputation of the organization. The prototype acts as a guide that can help redefine and come up with other more innovative ideas in the business. In conclusion, the five steps in approaching the BPR are crucial as they play rudimentary role in guiding the existing business to experience success. 3.Business process begins long before the main operations of the business. One might argue that they begin at the conception of the business idea. Bang and Midelfart (2017) define a business process as a structured set of activities designed to produce a specific output. Given the wide range activities in a business, anything could simply fall to be known as a business process, thus, business process has been divided into four major categories Management Processes- Most organizations use management teams to manage and coordinate their business. According to Wageman and Hackman (2010), the management team is a group of individuals, each of whom has a personal responsibility for leading some part of an organization, [and] who are interdependent for the purpose of providing overall leadership for a larger enterprise. Managers typically set goals and priorities and make decisions that are vital to the organization. They monitor ongoing processes within the company to ensure that everything operates smoothly. Management focuses on creating the organizations values, such as determining its vision and mission, defining strategic goals and objectives, and developing a strategic plan (Ostadi, Aghdasi, Alibabaei, 2011). The objective of top management is to analyze the market environment and calculating the possibilities that the strategic goals of the organization being transformed into an actual business plan. Operational process- Business operations vary according to the type of industry, size etc. The operational process of a business made up of the main components that bring the basic income stream. Marketing, sales, product promotion are some of the parts of an operational process. Operations view the relationship between the different departments of a company. Their information flow, shared resources, time relationship and even location (Bititci, 2011). This way a company is able to allocate resource appropriately to avoid high cost. Those resources that can be shared, for example, human labour and equipment are shared to avoid high costs (Ostadi, Aghdasi, Alibabaei, 2011). Information flow is the measure of how fast information flows between activities or departments, for example between order processing and credit control or between sales and procurement departments. After identifying these relationships, operations then identifies closely coupled activities that could be traced as a business process. The role of operational management translates the business plan into action plans. They include; Supporting process - These processes assist the business process. Accounting, human resource management, technical support and customer services are some of the examples. These processes do not contribute directly to production but are completely necessary for the operational process to run (Krmmergaard, 2017). They impose regulatory constraints, governance and proper conduct on product production. The financial department supports the manufacturing and operational process, financing operations, acquiring raw materials, location etc. The role of customer services is to maintain a good relationship between the company and their clients. Administration and IT support are responsible for all the administrative work in the organization such as cleaning, security and maintenance. IT support integrates all the functional areas by developing an effective information system enabling employees and customers to perform online interactions via the internet according to Bang and Midelfart (2017) . Manufacturing processes- These departments deal with the making of the actual product that the organization sells (Anttila Jussila, 2013). The role of this functional area is to determine a product manufacturing plan based on the information provided by the sales department. Material management assists the manufacturing processes by purchasing appropriate raw materials and other components in the manufacturing. Research and development functional area assist s by conducting research on the possibilities and finding solutions to arising processes during manufacturing. Development of a new product or the improvement of an existing one can only be done using information received form research and development and sales and marketing References Altukhova, N., Vasileva, E., Yemelyanov, V. (2018). How To Add Value To Business By Employing Digital Technologies And Transforming Management Approaches.Business Management / Biznes Upravlenie, (1), 71-84. Anttila, J., Jussila, K. (2013). 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(2013).Process Innovation, Harvard Business School Press, Boston, MA. Hammer, M. (2011). "Reengineering Work: Don't Automate, Obliterate,"Harvard Business Review, pp. 104-112.Hammer, M. (1990, July-August). "Reengineering Work: Don't Automate, Obliterate,"Harvard Business Review, pp. 104-112. Krmmergaard, P. (2017). Political Maneuvering During Business Process Transformation: A Pluralist Approach.Journal Of The Association For Information Systems,18(3), 173-205. May, G. L., Thompson, M. A., Hebblethwaite, J. (2012). A Process for Assessing and Improving Business Writing at the MBA Level.Business Communication Quarterly,75(3), 252-270. doi:10.1177/1080569912441822 Ostadi, B., Aghdasi, M., Alibabaei, A. (2011). An examination of the influences of desired organisational capabilities in the preparation stage of business process re-engineering projects.International Journal Of Production Research,49(17), 5333-5354. doi:10.1080/00207543.2010.501829 Pepper, M., Towill, D. (2014). Systems engineering effective supply chain innovations.International Journal Of Production Research,52(21), 6518-6537. doi:10.1080/00207543.2014.952790 Razaki, K. A., Aydin, S. (2011). The Feasibility of Using Business Process Improvement Approaches to Improve an Academic Department.Journal Of Higher Education Theory Practice,11(2), 19-31. Saunders, C. S., Krmmergaard, P. (2017). Political Maneuvering During Business Process Transformation: A Pluralist Approach.Journal Of The Association For Information Systems,18(3), 173-205.