scholarly journals Corporate heritage identity stewardship: a corporate marketing perspective

2015 ◽  
Vol 49 (1/2) ◽  
pp. 22-61 ◽  
Author(s):  
Mario Burghausen ◽  
John M.T. Balmer
Keyword(s):  
Theoretical Framework ◽  
Corporate Identity ◽  
Theory Building ◽  
Stewardship Theory ◽  
Theoretical Understanding ◽  
Corporate Marketing ◽  
Content Type ◽  
Corporate Heritage ◽  
Corporate Heritage Identity

Purpose – The purpose of this empirical study was to introduce the theory of corporate heritage stewardship by focussing on the nascent corporate heritage identity domain. In particular, the research explores managers’ collective understanding of their organisation’s corporate heritage and how the latter is marshalled, and strategically represented, by them. The case study was undertaken in Great Britain’s oldest extant brewery. Established in 1698, Shepherd Neame is one of UK’s oldest companies. Design/methodology/approach – Empirical research informed by a theory-building, case study using qualitative data. This study draws on multiple sources of data generated through semi-structured interviews, the analysis of documents and non-participant observations. The analysis of data was facilitated by a multi-stage coding process and a prolonged hermeneutic interaction between data, emerging concepts and extant literature. Findings – Corporate heritage identity stewardship theory argues that the strategic enactment of a corporate heritage identity is predicated on a particular management mindset, which is meaningfully informed by three awareness dimensions expressed by managers (i.e. awareness of positionality, heritage, and custodianship). These awareness dimensions are underpinned by six managerial stewardship dispositions characterised by a sense of: continuance, belongingness, self, heritage, responsibility and potency. The findings are synthesised into a theoretical framework of managerial corporate heritage identity stewardship. Research limitations/implications – The insights from this empirical case study meaningfully advance our theoretical understanding of the corporate heritage identity domain. Whilst the empirical contribution of this study is qualitatively different from statistical/substantive generalisations, which seek to establish universal laws, the research insights are valuable in terms of theory-building in their own terms and are analytically generalisable. The insights from this study have the potential to inform further studies on corporate heritage identities, including research underpinned by a positivistic, and quantitative, methodology. Practical implications – The findings have utility for corporate marketing management, in that they illustrate how a collective corporate heritage mindset can both inform, as well as guide, managers in terms of their stewardship of their firm’s corporate heritage identity. The theoretical framework is of utility in practical terms, in that it reveals the multiple dimensions that are significant for management stewardship of a corporate heritage identity. Originality/value – The research confirms and expands the notion of management stewardship in corporate identity in corporate marketing contexts by identifying how a multi-dimensional managerial mindset has constitutive and instrumental relevance. Moreover, this study identifies the distinct characteristics of this corporate identity type – corporate heritage identity – which are revealed to have a saliency for managers. Both insights underpin the corporate heritage identity stewardship theory explicated in this article.

scholarly journals Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship

2017 ◽  
Vol 51 (9/10) ◽  
pp. 1462-1471 ◽  
Author(s):  
John M.T. Balmer
Keyword(s):  
Practical Implication ◽  
Corporate Identity ◽  
Philosophical Approach ◽  
Corporate Brand ◽  
Corporate Marketing ◽  
Content Type ◽  
Corporate Heritage ◽  
The Usa ◽  
Brand Concept ◽  
Corporate Brands

Purpose This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a synopsis of the five articles constituting this symposium. By means of context, this article celebrates the anniversaries of four marketing milestones apropos the formal introduction of the corporate brand concept (1995), the formal introduction of the corporate heritage notion (2006), the first special edition (in this journal) devoted to corporate identity (1997) and the formal introduction of the corporate marketing philosophical approach (1998). The latter – corporate marketing – can be viewed as a revolution in marketing thought by noting that mutually beneficial company–stakeholder relationship can be based on corporate identities and corporate brands are not restricted to products and/or services. Design/methodology/approach Taking a retrospective, this paper explains the four marketing milestones detailed above and notes the revolutionary notion of corporate marketing. All of the aforementioned have meaningfully advanced marketing scholarship over the last 20 years. Findings This study provides 18 reflections of developments with the corporate brand and corporate identity fields. It also shows the seminal importance of European Journal of Marketing (EJM) special editions on the territory dating back to 1997. Practical implication This paper discusses how corporate identity, corporate branding, corporate heritage, corporate identity and corporate marketing have, increasingly, become mainstream marketing concerns. Originality/value In marking these milestones, this celebratory EJM symposium comprises cutting-edge scholarship on the aforementioned areas, penned by renowned and prominent scholars from Australia, England, Germany and the USA.

Perceived Corporate Identity/Strategy Dissonance: Triggers and Managerial Responses

2007 ◽  
Vol 33 (1) ◽  
pp. 71-92 ◽  
Author(s):  
Hong-Wei He ◽  
John M. T. Balmer
Keyword(s):  
Empirical Research ◽  
Corporate Strategy ◽  
Corporate Identity ◽  
Theory Building ◽  
Senior Managers ◽  
Corporate Marketing ◽  
Environmental Transformation

An emerging critical theme in the nascent field of corporate marketing and corporate identity is the identity/strategy dyad. However, little empirical research has been undertaken to explore such an interface in the field of marketing. This article reports a theory-building case study relating to identity and strategy during a period of environmental transformation. It was found that identity and strategy were perceived dissonant by senior managers under the presence of a strong industry-wide generic identity and associated perceived corporate strategy controversy. The study revealed that managers responded to such dissonance by means of attributing, self-legitimating and adjusting their perceptions of the organisation's identity and strategy.

Country of origin branding: an integrative perspective

2016 ◽  
Vol 25 (4) ◽  
pp. 322-336 ◽  
Author(s):  
Roderick J. Brodie ◽  
Maureen Benson-Rea
Keyword(s):  
Country Of Origin ◽  
Theoretical Framework ◽  
Illustrative Case ◽  
Business Relationships ◽  
Content Type ◽  
Brand Meaning ◽  
Value Propositions ◽  
Illustrative Case Study ◽  
Strategic Perspective

Purpose A new conceptualization of the process of country of origin (COO) branding based on fresh theoretical foundations is developed. This paper aims to provide a strategic perspective that integrates extant views of COO branding, based on identity and image, with a relational perspective based on a process approach to developing collective brand meaning. Design/methodology/approach A systematic review of the literature on COO branding and geographical indicators is undertaken, together with a review of contemporary research on branding. Our framework conceptualizes COO branding as an integrating process that aligns a network of relationships to co-create collective meaning for the brand’s value propositions. Findings An illustrative case study provides empirical evidence to support the new theoretical framework. Research limitations/implications Issues for further research include exploring and refining the theoretical framework in other research contexts and investigating broader issues about how COO branding influences self and collective interests in business relationships and industry networks. Practical implications Adopting a broadened perspective of COO branding enables managers to understand how identity and image are integrated with their business relationships in the context of developing collective brand meaning. Providing a sustained strategic advantage for all network actors, an integrated COO branding process extends beyond developing a distinctive identity and image. Originality/value Accepted consumer, product, firm and place level perspectives of COO branding are challenged by developing and verifying a new integrated conceptualization of branding.

Three stages of entrepreneurial orientation: the founder’s role

2019 ◽  
Vol 26 (2) ◽  
pp. 285-306 ◽  
Author(s):  
Torbjörn Ljungkvist ◽  
Börje Boers ◽  
Joachim Samuelsson
Keyword(s):  
Entrepreneurial Orientation ◽  
Single Case ◽  
Annual Reports ◽  
Structured Interviews ◽  
Theoretical Understanding ◽  
Content Type ◽  
Five Dimensions ◽  
The Impact ◽  
Over Time

Purpose The purpose of this paper is to understand the development of the five dimensions of entrepreneurial orientation (EO) over time by taking a founder’s perspective. Design/methodology/approach The paper draws on an in-depth single-case study. It combines semi-structured interviews in the company with archival data, such as annual reports, press clips and interviews in business magazines. Findings The results indicate that the EO dimensions change from being personalized and directly solution-oriented to being intangible value-creation-oriented. Originality/value By suggesting ownership-based EO configurations, this study contributes insights into how different ownership forms propel EO. These configurations – that is, personal, administrative based and intangible focused – show the impact of the EO dimensions and provide a systematic and theoretical understanding of EO change over time.

Vigilant resilience: the possibilities for renewal through preparedness

2018 ◽  
Vol 23 (2) ◽  
pp. 212-225 ◽  
Author(s):  
Elizabeth Carlson
Keyword(s):  
Public Relations ◽  
Design Methodology ◽  
Renewal Theory ◽  
Theory Building ◽  
System Level ◽  
Content Type ◽  
The Public ◽  
Energy Company ◽  
Resilience Process

Purpose Post-crisis renewal discourse (Ulmer et al., 2007) is one form of communication that stakeholders may use as they attempt to organize for resilience. The purpose of this paper propose extending Discourse of Renewal Theory to explain how it could enact a different kind of resilience than scholars typically consider. Organizational resilience strategies often focus on the recovery or prevention stages of crisis management. Under conditions of persistent threat, it would be more productive for renewal discourse to emphasize greater preparedness. Design/methodology/approach To illustrate the need for this kind of theorizing, the author analyzes a case study that follows the public relations efforts of Canadian energy company Enbridge, Inc., in the aftermath of the 2010 Kalamazoo River oil spill. Findings By the criteria of Discourse of Renewal Theory, Enbridge attempted a renewal strategy, but it failed. By other criteria, however, it succeeded: it created the opportunity for richer dialogue among stakeholders about their interdependence and their competing interests. Originality/value By considering how elements of the resilience process may vary, this paper offers resources for more nuanced theory-building and theory-testing related to organizational and system-level resilience.

The evolution of the pathways of innovation strategies in the automotive industry. The case of Fiat Chrysler Automobiles

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Elena Candelo ◽  
Ciro Troise ◽  
Diego Matricano ◽  
Amedeo Lepore ◽  
Mario Sorrentino
Keyword(s):  
Automotive Industry ◽  
Open Innovation ◽  
Relevant Literature ◽  
Theoretical Framework ◽  
Knowledge Flows ◽  
Historical Period ◽  
Content Type ◽  
Innovation Activities ◽  
Innovation Strategies

PurposeFundamental management innovations have been ideated and developed in the automotive industry. Over the years, carmakers have radically modified their innovation strategies. Currently, carmakers are increasingly adopting open innovation approaches, moving from a closed to open innovation paradigm. The aim of this paper is to reconstruct the evolution of the innovation activities performed by carmakers and to propose an original periodisation of innovation strategies in the automotive industry since its origins.Design/methodology/approachThis paper analyses the relevant literature and proposes a theoretical framework that defines how innovation strategies have changed from the birth of the automotive industry to current times. A detailed in-depth case study of Fiat Chrysler Automobiles (FCA), one of the top ten global carmakers, is used to corroborate the theoretical framework. The case study reconstructs the entire evolution of the innovation strategies of the company from its origins to the present day.FindingsThe paper proposes an original periodisation by identifying three evolutionary phases of innovation strategies pursued by carmakers: “internal innovation”, “collaborative innovation” and “towards open innovation”. Each phase embraces a historical period, and for each period, the most relevant managerial aspects, as well as the types and direction of knowledge flows for fostering innovation, are analysed. The case study provides clear evidence that FCA has undergone the three above-cited phases in fostering its innovation strategies.Originality/valueThe study reconstructs the evolution of the innovation strategies performed by global carmakers, proposing an original periodisation of the transitions that occurred in practice in the automotive industry. This paper is among the first to explore the evolution of innovation strategies in the automotive industry since its origins to date and to highlight the salient differences that have occurred over time.

Demand management: the role of cross-functional integration in a context of political turbulence

2020 ◽  
Vol 32 (3) ◽  
pp. 817-839 ◽  
Author(s):  
Marlos Rocha de Freitas ◽  
Márcio Lopes Pimenta ◽  
Per Hilletofth ◽  
Daniel Jugend ◽  
Pedro Carlos Oprime
Keyword(s):  
Automobile Industry ◽  
Demand Management ◽  
Functional Integration ◽  
Theoretical Framework ◽  
Product Launch ◽  
Future Research ◽  
Demand Side ◽  
Demand And Supply ◽  
Content Type

PurposeThe purpose of this study is to investigate how cross-functional integration supports the execution of the demand-side processes and its effects on both the demand and supply-side processes.Design/methodology/approachA case study was conducted including a Brazilian multinational manufacturer in the automobile industry and some of its suppliers and dealers. 17 interviews were conducted. A theoretical framework is proposed containing five basic elements, they are: characteristics of the demand/supply processes; involved functions; integration factors; context influencers and impacts of integration on demand and supply processes.FindingsThe findings present three demand-side processes (Product Launch, Marketing and Sales and Demand Planning) that demonstrated a greater need for cross-functional integration in the studied case, mainly through informal integration factors.Research limitations/implicationsThe empirical results of this study have methodological limitations due to the use of the case study method. Future research should analyze the effects of other context influencers (e.g. natural catastrophes, civil wars and low level of unemployment) on cross-functional integration.Practical implicationsThe results highlight that joint planning, willingness to work together, team spirit, adequate communication and cross-functional meetings helped the studied organizations to achieve competitive advantages and improve their performance.Originality/valueThis study provides a theoretical framework that helped to improve the understanding of the interrelationships between demand management constructs and cross-functional integration factors. There are indications that a political–economic crisis has stimulated the existence of a willingness to work together and group spirit among employees who remain in the organization after mass dismissals. This climate of cooperation helped to increase the agility and resilience of the studied supply chain, which is currently affected by a changing market.

The Complicity of Trees: The Socionatural Field of/for Tree Theft in Bulgaria

Slavic Review ◽  
2009 ◽  
Vol 68 (1) ◽  
pp. 70-94 ◽  
Author(s):  
Chad Staddon
Keyword(s):  
Political Ecology ◽  
Road Networks ◽  
Theoretical Framework ◽  
Forest Stand ◽  
Theory Building ◽  
Policy Makers ◽  
Relational Networks ◽  
Bounded Space ◽  
Single Locality

This article presents a critical political ecology of the various forms of tree theft in a Bulgarian locality. Based on primary fieldwork carried out almost annually since 1992, Chad Staddon argues that even in a relatively tightly bounded space such as a single locality or forest stand, environment-society relationships are sufficiently complex to make the enterprises of analysis and theory-building quite challenging. Yet, as this case study of tree theft shows, it is precisely because environment-society relationships are so intertwined that a “symmetrical” treatment of humans and nonhuman actors is required that takes us well beyond the bounds of “traditional” political ecology. Locating the treatment of tree theft in just such a social theoretical framework offers many benefits. Staddon contends that it is not possible to really understand, or develop policy for, tree theft without carefully considering the relational networks that bind together all the protagonists, including loggers, foresters, policy-makers, and local people, as well as trees, forests, road networks, and other nonhuman agents.

scholarly journals Exploring future cityscapes through urban logistics prototyping: a technical viewpoint

2015 ◽  
Vol 20 (3) ◽  
pp. 341-352 ◽  
Author(s):  
Gary Graham ◽  
Rashid Mehmood ◽  
Eve Coles
Keyword(s):  
Decision Making ◽  
Supply Chain ◽  
Mixed Method ◽  
City Planning ◽  
Supply Chain Design ◽  
Theory Building ◽  
Content Type ◽  
Method Approach ◽  
Unique Individual

Purpose – The purpose of this technical viewpoint is to provide a commentary of how we went about using logistics prototyping as a method to engage citizens, science fiction (SF) writers and small- to medium- sized enterprises (SME’s). Six urban logistic prototypes built on the themes of future cities, community resilience and urban supply chain management (SCM) are summarized, together with details of the data collection procedure and the methodological challenges encountered. Our investigation aimed to explore the potential of logistics prototyping to develop “user-driven” and “SME” approaches to future city design and urban supply chain decision-making. Design/methodology/approach – This Boston field experiment was a case study investigation conducted between May and August 2013. Qualitative data was collected using a “mixed-method” approach combining together focus groups (MIT faculty), scenarios, prototyping workshops, interviews and document analysis. These story-creators could use the prototype method as a way of testing their hypotheses, theories and constrained speculations with regard to specified future city and urban supply chain scenarios. Findings – This viewpoint suggests that the prototyping method allows for unique individual perspectives on future city planning and urban supply chain design. This work also attempts to demonstrate that prototyping can create sufficiently cogent environments for future city and urban SCM theories to be both detected and analysed therein. Although this is an experimental field of the SCM theory building, more conventional theories could also be “tested” in the same manner. Research limitations/implications – By embedding logistics prototyping within a mixed method approach, we might be criticized as constraining its capability to map out the future – that its potential to be flexible and imaginative are held back by the equal weighting given to the more conventional component. In basing our case study within one city then this might be seen as limiting the complexity of the empirical context – however, the situation within different cities is inherently complex. Case studies also attract criticism on the grounds of not being representative; in this situation, they might be criticized as imperfect indicators of what transpires in other situations. However, this technical viewpoint suggests that in spite of its limitations, prototyping facilitates an imaginative and creative approach to theory generation and concept building. Practical implications – The methodology allows everyday citizens and SME’s to develop user-driven foresight and planning scenarios with city strategists’ and urban logistic designers. It facilitates much broader stakeholder involvement in city and urban supply chain policymaking, than current “quantitative” approaches. Social implications – Logistics fiction prototyping provides a democratic approach to future city planning and urban supply chain design. It involves collectively imagining socio-technical futures and second-order sociological effects through the writing of SF narratives or building “design fictions”. Originality/value – Decision-making in future cities and urban SCM is often a notable challenge, balancing the varying needs and claims of multiple stakeholders, while negotiating an acceptable trade-off between their competing claims. Engagement with stakeholders and active encouragement of stakeholder participation in the supply chain aspects of future cities is increasingly a feature of twenty-first century social decision-making. This viewpoint suggests that the prototyping method allows for unique individual perspectives on future city planning and urban supply chain design. This work also attempts to demonstrate that prototyping can create sufficiently cogent environments for future city and the urban SCM theories to be both detected and analysed therein. Although this is an experimental field of SCM theory building, more conventional theories could also be “tested” in the same manner.

The making of inclusion as structuration: empirical evidence of a multinational company

2014 ◽  
Vol 33 (3) ◽  
pp. 235-248 ◽  
Author(s):  
Renate Ortlieb ◽  
Barbara Sieben
Keyword(s):  
Participant Observation ◽  
Structuration Theory ◽  
Theoretical Framework ◽  
Organizational Practices ◽  
Firm Level ◽  
Content Type ◽  
Personnel Recruitment ◽  
Structural Dimensions ◽  
Recruitment And Selection

Purpose – The purpose of this paper is to theoretically and empirically analyse the question how organizations become inclusive – with special regard to migrants – and the potential limits to inclusion. Design/methodology/approach – The paper develops a theoretical framework based on Giddens’ structuration theory. By a firm-level case study, the paper empirically examines the theoretical propositions. Findings – The paper proposes that inclusion bears specific kinds of the structural dimensions signification, domination and legitimation on which organizational actors draw to reproduce the inclusive organization. The empirical case reveals three areas of organizational practices – personnel recruitment and selection; training and development; meals and parties – in the making of inclusion. But the interplay of specific rules and resources also contains social practices of differentiation and hierarchization that limit inclusion. Research limitations/implications – Future studies would benefit from considering additional socio-demographic characteristics and intersectionalities. An ethnographic approach on the basis of participant observation is also recommendable. A longitudinal empirical design focusing on causal relationships would expand the papers descriptive approach. Practical implications – The findings suggest that organizational actors can shape the structural dimensions corresponding to an inclusive organization by acting themselves accordingly and inciting others to do so. They should be aware of processes of differentiation and hierarchization that go along with practices of inclusion. Originality/value – Applying key arguments of structuration theory, the paper develops a comprehensive framework that considers corresponding rules and resources in detail. The empirical case study demonstrates the fruitfulness of the theoretical framework and reveals the ambivalence of organizational practices that promote inclusion.

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