Strategic Semiotics

2020 ◽  
pp. 51-85
Author(s):  
Laura R. Oswald
Keyword(s):  
New Product Development ◽  
Cultural Change ◽  
Brand Management ◽  
New Technologies ◽  
Product Category ◽  
Human Dimensions ◽  
Customer Relationship ◽  
Strategic Positioning ◽  
Brand Meaning ◽  
And Performance

In this chapter, readers discover the impact of external factors such as competition, new technologies, and cultural change on brand strategy. Management’s decisions about everything from new product development and technology to pricing strategy communicate to consumers what the brand stands for, including the brand persona, value proposition, and its customer relationship. The discussion, exercises, and team project center on the play between code and performance in cultural brand management. Codes are cultural norms that account for the collective understanding of sign systems such as language, rituals, and brand discourse and perpetuate these systems over time. Performance defines the act of manipulating these codes in the interest of creativity. Teams will learn to conduct a binary analysis of brand meaning; decode the strategic dimensions of a product category; define the brand’s strategic positioning in relation to competitors; and find an original positioning for a new brand by bending category codes. Rachel Lawes contributes an essay on the human dimensions of semiotics-based research.

Creating upside in export markets

2021 ◽  
Vol 37 (3) ◽  
pp. 32-33
Keyword(s):  
New Product Development ◽  
Brand Management ◽  
Customer Relationship ◽  
Export Markets ◽  
Content Type ◽  
Management Capability ◽  
Pertinent Information ◽  
Conceptual Paper ◽  
Management Capabilities ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This conceptual paper demonstrates that a framework of four distinct higher-order dynamic marketing capabilities – namely, ambidextrous market orientation (AMO), customer relationship management capabilities (CRMC), brand management capability (BMC), and new product development capabilities (NPDC) – do serve exporters directly by boosting their performance in export markets. AMO, which is a mixture of a proactive and reactive approach to market forces, is designated as the beating heart of the wider DMC framework. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

COMPLEXITY AND THE MULTIPLE IMPACTS ON NEW PRODUCT DEVELOPMENT: RESULTS FROM A FIELD STUDY

2012 ◽  
Vol 09 (06) ◽  
pp. 1250043 ◽  
Author(s):  
JONGBAE KIM ◽  
DAVID WILEMON
Keyword(s):  
Product Development ◽  
Interpersonal Relationships ◽  
New Product Development ◽  
New Technologies ◽  
Core Competency ◽  
New Product ◽  
Future Research ◽  
Development Programs ◽  
Development Teams ◽  
And Performance

Most technology-based product development programs are becoming more complex and difficult to manage. New technologies, increasingly knowledgeable customers, partnered development projects, differentiated global markets, and more sophisticated product development practices make corporate innovation initiatives especially challenging. The factors that make new product development (NPD) projects complex can impact both NPD processes and performance. Unfortunately, the relationships between complexity and NPD processes and performance are not well-understood. Our study is based on 32 in-depth field interviews with NPD project participants regarding their experiences dealing with complexity. Our interviews were specifically aimed at understanding the consequences to NPD projects when complexity issues arise; whether complexity affects interpersonal relationships within development teams; and what complexity issues, if any, are created when development teams work with alliances and partners. Our research also seeks to understand if significant competitive advantages can be attained by firms from their ability to effectively manage complex new products. After presenting our findings, we construct a comprehensive model to help explain complexity and its potential impacts on NPD. We then develop several implications for product development managers and their teams regarding how to manage complexity. We posit that for technology-based organizations, "managing development complexity", is a critical core competency. We conclude our work with suggestions for future research.

scholarly journals Design of a CRM Level and Performance Measurement Model

2018 ◽  
Vol 10 (7) ◽  
pp. 2567 ◽  
Author(s):  
Anna Krizanova ◽  
Lubica Gajanova ◽  
Margareta Nadanyiova
Keyword(s):  
Performance Measurement ◽  
Brand Management ◽  
Slovak Republic ◽  
Measurement Model ◽  
Customer Relationship ◽  
Management Level ◽  
Customer Support ◽  
Current State ◽  
And Performance ◽  
Complex Indicators

The main objective of the contribution is to create the CRM (Customer Relationship Management) level and performance measurement model. It is almost impossible to create an absolutely universal model. On the other hand, we can develop a model in a particular sector based on the most advanced CRACK method with nine key areas such as Brand management, Offer management, Classic marketing, Sales activities, Service and support activities, Logistics operations, Compliance with promised terms, Internet activities, Customer Support, and Complex indicators. The monitored criteria in the key areas were determined on the basis of an objective questionnaire survey conducted by the pharmaceutical industry on the B2B market in the Slovak Republic. One of the primary requirements for the construction of the model was to obtain information to help predict the future development of performance because only in this way can the company correct CRM activities. Based on the data acquisition methodology, we can evaluate the CRM level and performance measurement model not only as a current state indicator but also as a foresight with insight based on hindsight because companies that choose to get info from customers will want to get closer to the desired optimal values of the customers.

Investigating broker centrality in innovation-driven networks

2019 ◽  
Vol 31 (3) ◽  
pp. 599-619 ◽  
Author(s):  
Moronke Idiagbon-Oke ◽  
Adegoke Oke
Keyword(s):  
Supply Chain ◽  
New Product Development ◽  
New Technologies ◽  
Dynamic Networks ◽  
Chain Structure ◽  
Governance Mechanism ◽  
Firm Level ◽  
Content Type ◽  
Expert Power ◽  
And Performance

Purpose In contrast to the vertical supply chain structure, firms are increasingly engaging in horizontal inter-firm collaborations to develop new technologies, products and services, yet, little is known about factors that influence the governance mechanism and performance of such collaborative projects. The purpose of this paper is to investigate how different factors affect the role or the centrality of the governing mechanism (the broker) in inter-firm collaborative networks. Design/methodology/approach Using a case study method approach, this paper studies three dynamic networks comprising firms that are not in a traditional supply chain relationship. The networks comprised firms engaged in the development of different aspects of an innovative automotive technology. Findings The study finds that broker’s centrality varies over time and is directly related to project performance; network structure and perceived broker power are related to broker centrality in dynamic networks. The more loosely connected a network is (open network), the more the degree of broker centrality. The higher the degree of expert power that a broker is perceived to possess, the higher is the degree of broker centrality. Originality/value Investigating governance mechanism and determinants of network outcomes in inter-firm collaboration for new product development represents a departure from the traditional studies on similar phenomena in vertically structured supply chain arrangements; thus, contributes to the literature on innovation in inter-firm arrangements. Understanding how the salient factors contribute to performance at the network level builds on firm level and dyadic level of analysis or focus of previous studies.

Pathways ahead for New Zealand hill country farming

2016 ◽  
Vol 78 ◽  
pp. 73-82 ◽  
Author(s):  
F.G. Scrimgeour
Keyword(s):  
New Zealand ◽  
Rural Communities ◽  
New Technologies ◽  
Service Providers ◽  
Farming Systems ◽  
Hill Country ◽  
The Status ◽  
And Performance ◽  
Hill Farming ◽  
The Hill

This paper provides a stocktake of the status of hill country farming in New Zealand and addresses the challenges which will determine its future state and performance. It arises out of the Hill Country Symposium, held in Rotorua, New Zealand, 12-13 April 2016. This paper surveys people, policy, business and change, farming systems for hill country, soil nutrients and the environment, plants for hill country, animals, animal feeding and productivity, and strategies for achieving sustainable outcomes in the hill country. This paper concludes by identifying approaches to: support current and future hill country farmers and service providers, to effectively and efficiently deal with change; link hill farming businesses to effective value chains and new markets to achieve sufficient and stable profitability; reward farmers for the careful management of natural resources on their farm; ensure that new technologies which improve the efficient use of input resources are developed; and strategies to achieve vibrant rural communities which strengthen hill country farming businesses and their service providers. Keywords: farming systems, hill country, people, policy, productivity, profitability, sustainability

scholarly journals Ship Handling in Unprotected Waters: A Review of New Technologies in Escort Tugs to Improve Safety

2021 ◽  
Vol 2 (1) ◽  
pp. 46-62
Author(s):  
Santiago Iglesias-Baniela ◽  
Juan Vinagre-Ríos ◽  
José M. Pérez-Canosa
Keyword(s):  
High Performance ◽  
New Technologies ◽  
Weather Conditions ◽  
Hull Form ◽  
Best Available Technologies ◽  
Adverse Weather Conditions ◽  
Adverse Weather ◽  
New Type ◽  
Technological Challenge ◽  
And Performance

It is a well-known fact that the 1989 Exxon Valdez disaster caused the escort towing of laden tankers in many coastal areas of the world to become compulsory. In order to implement a new type of escort towing, specially designed to be employed in very adverse weather conditions, considerable changes in the hull form of escort tugs had to be made to improve their stability and performance. Since traditional winch and ropes technologies were only effective in calm waters, tugs had to be fitted with new devices. These improvements allowed the remodeled tugs to counterbalance the strong forces generated by the maneuvers in open waters. The aim of this paper is to perform a comprehensive literature review of the new high-performance automatic dynamic winches. Furthermore, a thorough analysis of the best available technologies regarding towline, essential to properly exploit the new winches, will be carried out. Through this review, the way in which the escort towing industry has faced this technological challenge is shown.

scholarly journals Consumer Ethicality Perception and Legitimacy: Competitive Advantages in COVID-19 Crisis

2021 ◽  
pp. 000276422110165
Author(s):  
Gregory Payne ◽  
Alicia Blanco-González ◽  
Giorgia Miotto ◽  
Cristina del-Castillo
Keyword(s):  
New York ◽  
Data Collection ◽  
Purchase Intention ◽  
Brand Management ◽  
Mediation Effect ◽  
Competitive Advantages ◽  
Structural Modelling ◽  
Multigroup Analysis ◽  
Ethical Behaviors ◽  
Brand Meaning

The article aims to analyze the cause–effect relationship between Brand Ethicality Perception (CPE), legitimacy and purchase intention during the COVID-19 first wave, taking into consideration the mediation effect of the country of residence. Data collection was based on a survey launched during the COVID-19 lockdown in Madrid and New York. To analyze the established hypotheses and to test the multigroup analysis, we applied a structural modelling with SmartPLS. The research contributes to the field of brand management, and specifically of ethical branding, since it will analyze how stakeholders’ expectations fulfillment is key to build a consistent and valued brand meaning in crisis’ situations, demonstrating that ethical behaviors are key for gaining corporate legitimacy and, therefore, for improving business performances.

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