Enhancing online–merge–offline (OMO) marketing effectiveness and sustainability – Tao and shared value perspectives: examples from China

ABSTRACT

This paper proposes a tactical tool to enhance effectiveness of OMO (Online Merge Offline) marketing, explained through 7Ps × D × C, with R as a moderating variable (D = Digitalization, C = Connectivity and R = Relevance). Doing so can effectively transform traditional marketing into OMO marketing. In order to sustain OMO marketing, the paper proposes five Yin-Yang (阴阳) pairs, mediated by Lao-tzu’s Tao (道) & Porter and Kramer’s Shared Value, through Ambiculturalism. By failing to keep Yin–Yang (阴阳) harmonious, the ecosystem of Tao (道) & Shared Value will be destroyed, and the sustainability of OMO marketing will be compromised. This paper develops an updated marketing mix, by identifying additional elements; it also employs strategic elements of Shared Value from western theory, with the mechanism of Tao (道) from eastern philosophy. Together, an OMO marketing ecosystem is proposed, which deals with the relationship between effectiveness and sustainability.

KEYWORDS:

• China
• connectivity
• digitalization
• relevance
• shared value
• Tao

Acknowledgements

The authors would like to gratefully acknowledge the support of The Modern Management Centre, Shanghai. In particular our thanks go to Madam Chen, Jiaying, who gave her full support to this research. We also thank Ms. Jin Que, for her drawing of Figure 2.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Xianglin Ma

Xianglin Ma, PhD candidate of College of Business, Shanghai University of Finance and Economics, PRC, is an Associate Researcher, and Director of Institute of Public Management and Department of International Exchange & Cooperation, Modern Management Centre, Shanghai. She has published 42 papers and articles in major journals at home and abroad, two monographs, and has participated in the compilation of four books. In recent years, she has been actively committed to combining western management theories with Chinese philosophy and management practices.

Alan Fish

Alan Fish, PhD in International Human Resource Management, awarded by The University of Sydney, has been involved in Human Resource Management in professional and academic roles for nearly 50 years. He retired as a full time academic in 2012, as Professor of Human Resource Management at Charles Sturt University, Australia. Alan now holds (and has held) various international honorary appointments in Australia, England, China, and Malaysia. Alan has published over 100 refereed articles and conference papers, as well as working papers, white papers, and executive reports. Alan has also been a keynote speaker at numerous domestic and international conferences, seminars and lecture series.

Xinxin Wang

Xinxin Wang, PhD, is a Professor of Business School of Shanghai University of Finance and Economics. His main research fields include brand management and experience marketing; he also provides business consultation on these two aspects.

Tao Tang

Tao Tang is Director of the Archives of East China Normal University, Graduate Supervisor, Archival Expert of Central and State Government Agencies, PRC; Deputy Director and researcher of Political Communication and Public Relations Research Center of East China Normal University; a Specially Invited Researcher of Modern Management Centre, Shanghai. He studied in Japan, and was a visiting scholar of Higher Education Management of Columbia University in the United States and Future Chinese Leaders in Spain. His research fields include modern personages and ideas, university history, brand communication and strategic management. He has published 14 monographs and edited series of books nearly 20 million words; he has undertaken more than ten projects of National Social Sciences, Ministry of Education and Shanghai Social Sciences, and published more than 100 papers.