Addressing the complexities of managing domestic and multinational corporate brands

2015 ◽  
Vol 20 (1) ◽  
pp. 48-62 ◽  
Author(s):  
Morteza Khojastehpour ◽  
Ahmed Shahriar Ferdous ◽  
Michael Polonsky
Keyword(s):  
Multinational Corporations ◽  
Design Methodology ◽  
Organisational Structure ◽  
Environmental Complexity ◽  
Content Type ◽  
Business Context ◽  
Business Environments ◽  
Strategic Role ◽  
Corporate Brands ◽  
Practical Implications

Purpose – The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated with managing both forms of corporate brands in an international business context. Design/methodology/approach – This paper proposes a framework addressing six types of complexity involved in managing DCBs and MCBs drawing on the literature related to corporate branding, corporate brands, and domestic and multinational corporations. The six types of complexity examined include: strategic role, organisational structure, culture, knowledge, positioning and extended responsibility. Findings – The research identifies that DCBs have a lower degree of complexity in regard to strategic role, knowledge and positioning, but have a higher level in regard to organisational structure, cultural and extended responsibility complexity. MCBs face more complexity than DCBs across all dimensions because they operate across business environments and need to coordinate activities while adapting to environmental differences. Practical implications – The findings highlight the importance of environmental complexity for firms managing brands globally. The issues of complexity identified in this paper need to be understood if firms are to effectively build and manage their corporate brands within and across markets. Originality/value – The paper highlights the concepts of DCBs and MCBs, and identifies the factors that contribute to the complexity of managing these two types of corporate brands domestically and internationally.

Smoothing the passage to India

2016 ◽  
Vol 24 (4) ◽  
pp. 41-43
Author(s):  
Graham Cole
Keyword(s):  
Multinational Corporations ◽  
Design Methodology ◽  
Reading Time ◽  
First Century ◽  
Average Growth ◽  
Content Type ◽  
China And India ◽  
Pertinent Information ◽  
Global Nature ◽  
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 The global nature of business in the twenty-first century has opened up new opportunities for multinational corporations (MNCs). Many are increasingly paying attention to the key emerging markets, where robust growth has largely been the norm over recent decades. China and India are the obvious targets. Both the nations consistently exceed the average growth worldwide and have experienced a meteoric rise through the economy rankings. Where the rate of expansion is concerned, China has long been the benchmark. However, by 2030, India is predicted to become the leader in this respect. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives 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.

What news on the Rialto? Geopolitics and reputation risk

2019 ◽  
Vol 40 (6) ◽  
pp. 9-15 ◽  
Author(s):  
Peter Buell Hirsch
Keyword(s):  
Multinational Corporations ◽  
Corporate Reputation ◽  
Design Methodology ◽  
Content Type ◽  
Skill Sets ◽  
International Media ◽  
Reputation Risk ◽  
Potential Risks ◽  
Practical Implications ◽  
New Infrastructure

Purpose The purpose of this paper is to examine how changes in the global geopolitical climate have created new and more acute reputation risks for multinational corporations. Design/methodology/approach This viewpoint examines recent shifts in the global geopolitical claims covered in international media and analyzes variety of instances in which these shifts have created new and more intense reputation risks. From this analysis, the authors derive insights into how companies can prepare for and manage their operations to mitigate potential reputation risks. Findings The author finds that the increases in reputation risk created by shifting global geopolitical structures expose weaknesses in the infrastructure and skill sets by which companies manage their corporate reputation and makes recommendations about overcoming these weaknesses. Research limitations/implications The geopolitical issues analyzed and the reputation risks exposed are selective; therefore, this is not a comprehensive review of all the potential risks. Practical/implications Companies can do a great deal to protect themselves from new reputation risks created by the geopolitical shifts discussed by setting up a new infrastructure for managing and reporting on these risks and hiring communications professionals with the appropriate capabilities for analyzing and managing the risks. Social/implications If these new risks are well managed, the potential for significant business disruption and the safety and security of corporate employees could be significantly reduced. Originality/value To the best of the author's knowledge, this is the first discussion of geopolitical shifts and corporate reputation.

scholarly journals Made in India: an interview with Mr Vimal Mahendru, CEO, Indo-Asian Fusegear Ltd.

2016 ◽  
Vol 32 (2) ◽  
pp. 1-4
Author(s):  
Guru Prakash Prabhakar ◽  
Pankaj Saran
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Content Type ◽  
Business Environments ◽  
Pertinent Information ◽  
Practical Implications ◽  
Made In

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 – Great leaders in the field of business tend to have an understanding of business environments of other countries; they are quick at learning from the strengths of other leaders. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives 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.

Co-creating sustainable corporate brands: a consumer framing approach

2020 ◽  
Vol 25 (3) ◽  
pp. 447-461
Author(s):  
Sonja Lahtinen ◽  
Elina Närvänen
Keyword(s):  
Design Methodology ◽  
Qualitative Data ◽  
Well Being ◽  
Multiple Stakeholders ◽  
Content Type ◽  
Theoretical Contribution ◽  
Corporate Social ◽  
Corporate Brands ◽  
Practical Implications

PurposeThe purpose of this research is to explore how consumers co-create sustainable corporate brands (SCBs) by framing brands with a newly adopted sustainability orientation.Design/methodology/approachThe qualitative data were generated from four focus groups consisting of altogether 25 Finnish millennial consumers. The data were analysed using thematic analysis, and the resulting themes were classified as different framings.FindingsThe findings indicate three ways of framing SCBs: as signs of corporate hypocrite, as threats that increase societal fragmentation and as signs of corporate enlightenment. These framings are based on two components: the perceived attributes and activities of the corporate brand.Practical implicationsThe role of corporate brands is expanding from the business sphere towards actively influencing society. Yet, sustainability activities can be risky if consumers, as primary stakeholders, deem them unacceptable, unethical or untrustworthy. This research supports brand managers to succeed in co-creating SCBs as contributors to societal and environmental well-being, at a time when multiple stakeholders consider this a worthwhile endeavour.Originality/valueThe theoretical contribution is twofold: firstly, the paper extends the sustainable corporate branding literature by demonstrating how SCBs are co-created through an interactive framing process between the corporation and primary stakeholders, and, secondly, it contributes to the constitutive approach to corporate social responsibility communication (CSRC) research by showing how millennial consumers frame corporate brands that communicate corporations' newly adopted sustainability orientation.

Cultural identities for expatriate workers

2020 ◽  
Vol 36 (5) ◽  
pp. 27-30
Keyword(s):  
Cultural Identity ◽  
Multinational Corporations ◽  
Design Methodology ◽  
Reading Time ◽  
Cultural Identities ◽  
Content Type ◽  
Host Culture ◽  
Pertinent Information ◽  
Expatriate Employees ◽  
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 Performance of multinational corporations (MNCs) on the global stage can become more effective when expatriate employees adapt positively within different cultural surroundings. How they choose to respond helps ascertain the type of cultural identity strategy potentially most suitable for the host culture in question. Originality/value The briefing saves busy executives 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.

Anti-bribery compliance incentives

2018 ◽  
Vol 25 (4) ◽  
pp. 1105-1110 ◽  
Author(s):  
Fabian Maximilian Johannes Teichmann
Keyword(s):  
Multinational Corporations ◽  
Design Methodology ◽  
Expert Interviews ◽  
Incentive Systems ◽  
Content Type ◽  
Performance Matrix ◽  
Compliance Officers ◽  
The Right ◽  
Larger Sample ◽  
Practical Implications

Purpose This paper aims to discuss an innovative approach to eliminating bribery in multinational corporations. In particular, the concept of using incentive systems to fight corruption is assessed. Design/methodology/approach Based on the analysis of ten formal and ten informal expert interviews with both prevention experts and corrupt employees, a combination of bonus-malus payments is developed. Findings A performance matrix could be used to incentivize both compliance and productivity. Research limitations/implications This study’s findings are limited to the perspectives of 20 interviewees. Hence, it is possible that a study with a larger sample conducted in different countries or at a different time would have led to different results. Practical implications The identification of gaps in existing anti-bribery compliance mechanisms is meant to provide compliance officers and legislators with valuable insights into how undesirable behavior could be prevented. Originality/value It is found that eliminating the wrong incentives and establishing the right ones could make significant strides in advancing the fight against bribery.

scholarly journals Sense, seize, reconfigure: online communities as strategic assets

2017 ◽  
Vol 38 (5) ◽  
pp. 27-34 ◽  
Author(s):  
David Wagner ◽  
Matthias Wenzel ◽  
Heinz-Theo Wagner ◽  
Jochen Koch
Keyword(s):  
Empirical Evidence ◽  
Online Communities ◽  
Design Methodology ◽  
Dynamic Capabilities ◽  
Business Environment ◽  
Content Type ◽  
Strategic Assets ◽  
Strategic Role ◽  
Digital Strategy ◽  
Practical Implications

Purpose The purpose of this paper is to explore and illustrate how organizations may use online communities strategically to adapt to a changing business environment, specifically from a dynamic capabilities perspective. Design/methodology/approach The paper presents empirical evidence from three cases. Findings Online communities may help organizations to adapt to a changing business environment by allowing them to sense opportunities and threats, seize opportunities and reconfigure organizational assets. Research limitations/implications The paper contributes to both the strategy and the information systems literatures by providing empirical insights into the strategic use of online communities. Practical implications The results of the paper are relevant for managers, helping them to understand the strategic role online communities (may) play and illustrating ways to use them accordingly. Originality/value The paper addresses a previously defined gap in the literature and provides novel empirical evidence. As online communities become integral parts of digital strategy and open innovation initiatives, the paper is both timely and relevant.

“There’s only one Man United?”

2015 ◽  
Vol 31 (6) ◽  
pp. 24-26
Keyword(s):  
Case Studies ◽  
Business School ◽  
Design Methodology ◽  
Reading Time ◽  
Harvard Business School ◽  
Content Type ◽  
Business Context ◽  
Modern Business ◽  
Pertinent Information ◽  
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 – It has become something of a cliché to borrow cues from successful sporting managers and coaches and apply them to a modern business context. Indeed, many former managers are getting in on the act – see the success of some former coaches on the speaking circuit and even the increasing amount of work ex-Manchester United manager Sir Alex Ferguson has been doing with Harvard Business School. It seems that there is a lucrative life after all when it is time to hang up the whistle and clipboard. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives 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.

From understanding business guanxi to practising it: a golden rule for MNCs in China

2016 ◽  
Vol 7 (1) ◽  
pp. 39-44
Author(s):  
Steven Tam
Keyword(s):  
Firm Performance ◽  
Multinational Corporations ◽  
Design Methodology ◽  
Empirical Studies ◽  
Golden Rule ◽  
Basic Solution ◽  
Content Type ◽  
Starting Point ◽  
Practical Implications

Purpose This article reveals a managerial issue that multinational corporations (MNCs) in China are at a strategic crossroad where their employees are competing with the same sources of guanxi networks for different business deals simultaneously. Design/methodology/approach Triggered by a real company case in China and guided by a literature review on business guanxi, the author bridged them into a specific inquiry, as little was known and should be further examined. Findings The author identified a paradoxical/applied scenario in MNCs between the use of guanxi and overall firm performance damaged by overusing it. Research limitations/implications Empirical studies are deemed necessary to seek more understanding between the role of guanxi and MNCs in China. Practical implications Guanxi is not a straightforward guarantee of business achievements in China. Management should note the influence of its actors – own employees – who can potentially diminish the positive returns of guanxi on overall firm’s achievements because of non-obvious interplays among employees and “contacts” on the overlapping guanxi networks. The larger the organisation, the higher the risk is. Originality/value This article proposes a new line of thoughts for practitioners about the effect of business guanxi on overall firm performance and serves as a starting point for academics to explore empirical research. The concept of overlapping guanxi networks is institutionalised and discussed. A three-step rule is also suggested for MNCs as a basic solution.

Exploring the elusive expansion secrets of multinational tourism firms

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
Global Business ◽  
Content Type ◽  
Business Environments ◽  
Pertinent Information ◽  
Location Strategies ◽  
Tourism Services ◽  
Visitor Numbers ◽  
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 research paper explores the tourism industry's globalization by examining 10 location strategies of 102 globally operating tourism firms who have a total geographical presence in 547 cities. The results reveal that there's no unified pattern that tourism forms follow when globalizing their business. Furthermore, most of the strategies are hybrid regional-national approaches, and they vary quite minimally. Complexity in the globalization journey of these firms is punctuated by the evolution of two geographic elements: boosting international visitor numbers, and creating global business environments where tourism services can succeed. 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.

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