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Author: Saejoon Kim Publisher: ISBN: Category : Branding (Marketing) Languages : en Pages : 214
Book Description
Firms differ in terms of their brand portfolio structure based on the classification well established by prior literature: corporate branding, house of brands, or mixed branding. The issue of effectively managing a brand portfolio has become simultaneously complex and increasingly important in the international business setting. Notably, it is the degree to which a firm emphasizes its corporate name in a brand portfolio that determines the firm’s branding strategy (referred to as corporate brand strategy or CBS in this study). Departing from a traditional scheme of categorical classification, this study attempts to measure firms’ branding strategy continuously with reference to the degree of leverage of corporate name across an organization. With this continuous measure, this thesis studies the performance implications of a CBS by testing its main effect on firm performance, as well its impact conditioned on the degree to which firms expand abroad, in a longitudinal sample of internationally expanding retail firms from multiple countries. The results of this study show that a CBS helps achieve superior performance. Notably, this effect is moderated by the extent to which firms internationalize in a curvilinear way. In addition, we find that cultural distance between firms’ home country and international markets serves to mitigate the negative interaction between CBS and internationalization. Lastly, service firms operating both company-owned and franchise units take advantage of their organizational arrangement such that they effectively overcome the complexities of international operation, better leveraging CBS in international markets. Therefore, this dissertation has important implications for theory and practice.
Author: Saejoon Kim Publisher: ISBN: Category : Branding (Marketing) Languages : en Pages : 214
Book Description
Firms differ in terms of their brand portfolio structure based on the classification well established by prior literature: corporate branding, house of brands, or mixed branding. The issue of effectively managing a brand portfolio has become simultaneously complex and increasingly important in the international business setting. Notably, it is the degree to which a firm emphasizes its corporate name in a brand portfolio that determines the firm’s branding strategy (referred to as corporate brand strategy or CBS in this study). Departing from a traditional scheme of categorical classification, this study attempts to measure firms’ branding strategy continuously with reference to the degree of leverage of corporate name across an organization. With this continuous measure, this thesis studies the performance implications of a CBS by testing its main effect on firm performance, as well its impact conditioned on the degree to which firms expand abroad, in a longitudinal sample of internationally expanding retail firms from multiple countries. The results of this study show that a CBS helps achieve superior performance. Notably, this effect is moderated by the extent to which firms internationalize in a curvilinear way. In addition, we find that cultural distance between firms’ home country and international markets serves to mitigate the negative interaction between CBS and internationalization. Lastly, service firms operating both company-owned and franchise units take advantage of their organizational arrangement such that they effectively overcome the complexities of international operation, better leveraging CBS in international markets. Therefore, this dissertation has important implications for theory and practice.
Author: T C Melewar Publisher: Routledge ISBN: 1317950909 Category : Business & Economics Languages : en Pages : 201
Book Description
A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: geographical areas across the globe including the UK, USA, Europe and Asia; Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C; Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.
Author: Oriol Iglesias Publisher: Routledge ISBN: 1000573605 Category : Business & Economics Languages : en Pages : 706
Book Description
This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.
Author: Frank Bradley Publisher: Pearson Education ISBN: 9780273686880 Category : Business & Economics Languages : en Pages : 452
Book Description
This book is structured around a comprehensive five stage managerial model of international marketing decision making at all stages of the enterprise life cycle. It is based on the most recent research.
Author: Markus Meierer Publisher: Springer Science & Business Media ISBN: 3834963194 Category : Business & Economics Languages : en Pages : 224
Book Description
Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like.
Author: Zuohao Hu Publisher: Routledge ISBN: 1317205928 Category : Business & Economics Languages : en Pages : 217
Book Description
This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.
Author: Craig C. Julian Publisher: Edward Elgar Publishing ISBN: 1781954399 Category : Business & Economics Languages : en Pages : 449
Book Description
The Research Handbook on Export Marketing profiles the main theoretical frameworks used in export marketing, the contingency approach; the eclectic paradigm; industrial organization approach; resource-based view and relational exchange theory. Through
Author: Xiaofang Fu Publisher: World Scientific ISBN: 9812834729 Category : Business & Economics Languages : en Pages : 413
Book Description
The International Conference on Chinese Enterprise Research (ICCER) is an annual event organized by the Lien-Chinese Enterprise Research Centre, Nanyang Technological University. Held on 13 and 14 December 2007 at Nanyang Technological University and the Singapore Chinese Chamber of Commerce & Industry respectively, the succeeding ICCER enjoyed immense support from local and international Management scholars, boosting the scale and academic standing of the conference. The conference invited famous keynote speakers, including Professor Zhang Weiying, Dean of Guanghua School of Management, Peking University and Professor Zhao Renwei, former director of the Institute of Economy, Chinese Academy of Social Science. At the same time, attendance also included heads of Nanjing University, Sun Yat-Sen University, Northwest University and Sichuan University''s Management and Economics schools, together with research directors and professors of the finest educational institutions. In addition to academic presentations, a panel of prominent economists such as Professor Tan Khee Giap from Nanyang Technological University, Mr Xu Li, General Manager of Industrial and Commercial Bank of China (Singapore) and Mr Jack Niu, Deputy Group Chief Credit Officer, Standard Chartered Bank also deliberated on the topic OCyInternationalization of Banks in ChinaOCO. The keynote speeches, together with a collection of 25 excellent research papers from the conference are presented to the readers in this proceedings."
Author: Maria Ivanova-Gongne Publisher: Taylor & Francis ISBN: 1040051197 Category : Business & Economics Languages : en Pages : 219
Book Description
The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s vital processes. Especially in small and medium-sized enterprises (SMEs), the role of individuals is important, as those in charge of the SMEs are often the face and the mind of a company. However, the role of the individual in B2B marketing literature has often been overlooked. This book covers the gap by providing a variety of novel perspectives that involve individuals as central figures in the B2B marketing environment. This book will provide practical implications on the topics in focus, which will bring the role and importance of individuals to the fore in the understanding of how B2B marketing works. It introduces readers to the role of embedded individual managers in developing and changing business systems and networks and consists of three core sections: cognition (individual sensemaking within a business environment), action (decision-making in business networks), and finally, contextualization (interrelation between micro- and macro-levels). Each section is supported with case studies to exemplify the research ideas presented. Individuals in B2B Marketing offers a comprehensive investigation into this much overlooked topic and will be a valuable resource for marketing, entrepreneurship, and international business scholars and graduate students in particular.
Author: Karin Pennemann Publisher: Springer Science & Business Media ISBN: 3834944920 Category : Business & Economics Languages : en Pages : 196
Book Description
The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. In the course of development that retailers will realize as a brand that always emergent research needs. This study shows how internationally operating trading company deal with these challenges, special services at the international level. These advantages are inter alia from differences in culturally influenced patterns of perception. A consideration of these differences implies a customized branding, which promises to enhance the efficiency of brand effects.
Author: Saejoon Kim
Author: Saejoon Kim
Author: T C Melewar
Author: Oriol Iglesias
Author: Frank Bradley
Author: Markus Meierer
Author: Zuohao Hu
Author: Craig C. Julian
Author: Xiaofang Fu
Author: Maria Ivanova-Gongne
Author: Karin Pennemann