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What is ZMOT

Chapter 12
Handbook of Research on Increasing the Competitiveness of SMEs
Acronym of Zero Moment of Truth, primarily used in digital marketing, when potential consumers use the Internet to analyze the product previously and/or service to acquire.
Published in Chapter:
4-Helix Entrepreneurial Ecosystems Applied to KIBS: A Development Strategy for MSMEs
Jose Manuel Saiz-Alvarez (Tecnologico de Monterrey, Mexico)
Copyright: © 2020 |Pages: 21
DOI: 10.4018/978-1-5225-9425-3.ch012
Abstract
This chapter studies how 4-helix entrepreneurial ecosystems determine KIBS (Knowledge Intensive Business Services) mainly created by second- and third-generation family firms, and how their family and non-family members influence future entrepreneurs. The answers of 535 full-time students ages 18-24 years old, randomly distributed between men and women, were analyzed. Findings of this chapter are: a) Mothers have the highest impact (39.4%) on their children's decision making compared to fathers (22.4%); b) Professors have the least impact (3.8%); c) Franchises is a good option for business to grow; d) Firms using 3-F (family, friends, and self-financing) strategies and treasury stock operations have a better chance of growing.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Chapter 11
Prospective Students' ZMOT in ICT-Based International Universities: An Application to a Mexican HEI
Acronym of the zero moment of truth is defined by the previous research made on the internet carried out by future consumers, shoppers, and/or students to gather quality information about the product or service that the individual wants to acquire or enjoy.
Published in Chapter: Prospective Students' ZMOT in ICT-Based International Universities: An Application to a Mexican HEI; From: Handbook of Research on Challenges and Opportunities in Launching a Technology-Driven International University
Full Text Chapter Download: US $37.50 Add to Cart
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