scholarly journals Expanding the boundaries of brand communities: the case of Fairtrade Towns

2018 ◽  
Vol 52 (3/4) ◽  
pp. 758-782 ◽  
Author(s):  
Anthony Samuel ◽  
Ken Peattie ◽  
Bob Doherty
Keyword(s):  
Primary Source ◽  
Structured Interviews ◽  
Content Type ◽  
Atypical Form ◽  
Brand Knowledge ◽  
Brand Communities ◽  
Steering Group ◽  
Group Members ◽  
Real Places ◽  
Active Citizen

Purpose This paper aims to further the authors’ understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns (FTT). Design/methodology/approach The paper reflects a pragmatic application of Grounded Theory, which captured qualitative data from key “insiders”, with a particular emphasis on FTT steering group members and their role as “prosumers”. Data were gathered via ethnographic involvement within one town and semi-structured interviews with participants in others. Findings FTTs, as brand communities, demonstrate elements of co-creation that go beyond the dominant theories and models within the marketing literature. They operate in, and relate to, real places rather than the online environments that dominate the literature on this subject. Unusually, the interactions between brand marketers and consumers are not the primary source of co-creation in FTTs. Instead, factors usually identified as merely secondary providers of additional brand knowledge become key initiators and sources of co-creation and active “citizen marketer” engagement. Originality/value This study demonstrates how brand co-creation can operate in physical geographical communities in ways that are formal without being managed by conventional brand managers. It conceptualises FTTs as a nested and “glocalised” brand and demonstrates how steering group members facilitate the process of co-creation as prosumers. It empirically demonstrates how FTTs have evolved to become unusually complex brand communities in terms of the variety of stakeholders and the multiplicity of brands involved, and the governance of the localised brand co-creation process.

Consumer engagement in online brand communities: a social media perspective

2015 ◽  
Vol 24 (1) ◽  
pp. 28-42 ◽  
Author(s):  
Laurence Dessart ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Social Media ◽  
Holistic Approach ◽  
Structured Interviews ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Social Media Platforms ◽  
Online Brand Community ◽  
Conceptual Relationships

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications – Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement. Originality/value – This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

Why pay? An empirical study of paid-for SQA sites in China

2019 ◽  
Vol 43 (7) ◽  
pp. 1302-1315 ◽  
Author(s):  
Faming Zhang ◽  
Qifan Hu ◽  
Xupeng Fang
Keyword(s):  
Primary Source ◽  
Online Information ◽  
Structured Interviews ◽  
Profit Model ◽  
Content Type ◽  
Source Data ◽  
New Business ◽  
Online Information Services ◽  
Fierce Competition ◽  
Full Swing

Purpose The once failed paid-for social question and answer (SQA) service is in full swing in China. The traditional profit model, which typically relies on advertising, is abandoned in this case. Instead, users have to pay for content and service. The purpose of this paper is to explore why users are willing to pay in paid-for SQA sites. Design/methodology/approach This study carried out 14 valid semi-structured interviews to investigate “why did they pay.” The interviewees are users of three popular paid-for SQA sites. The qualitative data were obtained from valid interviews and processed through thematic analysis. Findings The analysis revealed five overarching themes: paying for the answerer’s heterogeneous resource, paying for more credible answer, the cognition of the question, the price is affordable and expecting potential revenue. The five themes and their sub-themes constitute the motivation for why users would pay in paid-for SQA. Practical implications As a new business model for online information services, paid-for SQA sites are facing fierce competition from traditional ones. The findings not only indicate the importance of establishing a reciprocal network relationship among users, but also provide a better understanding of users’ needs and demands for paid-for SQA services. The results are helpful for paid-for SQA sites to conduct a differential competitive strategy according to the user’s paying motivation. Originality/value To authors’ knowledge, this is the first study, which provides primary-source data and valuable insights into users’ paying motivation in the context of new paid-for SQA sites in China.

Accelerating collaboration to find a cure: a nonprofit's evolving business model

2015 ◽  
Vol 11 (1) ◽  
pp. 58-75
Author(s):  
Colette Dumas ◽  
Susan Foley ◽  
Pat Hunt ◽  
Miriam Weismann ◽  
Aimee Williamson
Keyword(s):  
Research And Development ◽  
Strategic Management ◽  
Business Model ◽  
Primary Source ◽  
Change Leadership ◽  
Data Repository ◽  
Structured Interviews ◽  
Development Environment ◽  
Extensive Experience ◽  
Content Type

Synopsis This is a field-researched case about a nonprofit organization, the Accelerated Cure Project (ACP), dedicated to accelerating advances toward a cure for multiple sclerosis (MS). Inspired by the successful open source software development platform, ACP brings the strengths of that platform into the medical research and development environment. At the opening of the case, Robert McBurney, an Australian scientist with extensive experience in the biotech world, has been named CEO. McBurney and his team want to use ACP's bio-sample and data Repository to drive innovation in the search for the cure for MS by fostering collaborative research and development across research institutions, pharmaceutical and bio-tech companies. To encourage such collaboration ACP waives its rights to potentially lucrative Intellectual Property. This decision to foster collaboration at the expense of revenue sources appears problematic, since ACP does not have the staff or resources to undertake fundraising at the scale needed to fund current projects. ACP chooses to serve instead as an open access research accelerator making an impact on the field by functioning as an innovation driver rather than a profit maker. Is this an innovative recipe for success in finding a cure for MS or a recipe for financial disaster for ACP? Research methodology Interviews provided the primary source of data for this case. Four semi-structured interviews were conducted with the CEO of ACP, the Vice President of Scientific Operations, and a member of the organization's Board of Trustees, a collaborating university researcher, and the President of a bio-tech company working with ACP. Interview data was supplemented with additional information from ACP's web site, news reports, McBurney's comments at Suffolk University's Global Leadership in Innovation and Collaboration Award event, and follow-up conversations. Relevant courses and levels This case is intended for use in an undergraduate course examining strategic management issues midway through the term. The case discussion can center on issues relating to: first, the development of the business model; second, revenue resources and fundraising. Students are expected to spend two to three hours of outside preparation reviewing concepts of change leadership and the collaborative enterprise business model. They should read the case materials and brainstorm options for improved change leadership. The case can be taught in one two-hour class period. Theoretical basis The purpose of this case is to introduce students to the strategic management and funding challenges faced by an organization that is using a non-traditional business model in an increasingly complex environment. As a result of discussing this case, students should be able to: first, examine strategic organizational strengths, analyze opportunities created by business, market and environmental factors, and strategize to minimize weaknesses and to address threats identify an organization's strategic focus; recognize and recommend options at crucial decision making junctures in a business situation; second, assess an organization's revenue model; analyze how this model can be improved; third, analyze the functionality and sustainability of an organization's business model.

Factors affecting successful transition between post-disaster recovery phases: a case study of 2010 floods in Sindh, Pakistan

2020 ◽  
Vol 11 (5) ◽  
pp. 597-614 ◽  
Author(s):  
Rizwan Akbar Ali ◽  
Sandeeka Mannakkara ◽  
Suzanne Wilkinson
Keyword(s):  
Disaster Recovery ◽  
Primary Source ◽  
Recovery Phase ◽  
Structured Interviews ◽  
Content Type ◽  
Successful Transition ◽  
Study Approach ◽  
Post Disaster

Purpose This paper aims to describe an in-depth study conducted on transition of recovery into subsequent recovery phases after the 2010 super floods in the Sindh province of Pakistan. The objectives of this research were to examine the post-disaster activities after the floods and highlight the critical areas hindering the transition into an effective recovery phase. Design/methodology/approach A case study approach based on literature reviews with semi-structured interviews with disaster management stakeholders were applied as the primary source of data. Findings The study found that long-term recovery was the most neglected phase of post-disaster recovery (PDR). The factors hindering successful transition following short-term recovery activities are lack of following: community-level involvement, local administration and community capacity, disaster governance, different stakeholders and coordination, information and knowledge management. Research limitations/implications This paper examines the long-term disaster recovery after the 2010 super floods in three districts of Sindh. Therefore, researchers are encouraged to investigate the factors in other areas for different types of disasters. Practical implications These findings are critical to planning future post-disaster recoveries in the region. It also provides a basis to investigate other types of disasters. Originality/value The transition of recovery into long-term phase has never been investigated before. The recovery phase is an opportune time to incorporate strategies for building back better, resilience, mitigation and preparedness. A PDR that does not incorporate these strategies in the long-term leaves affected communities in more vulnerable conditions for future disasters.

scholarly journals Festival community networks and transformative place-making

2018 ◽  
Vol 11 (3) ◽  
pp. 335-349 ◽  
Author(s):  
David Jarman
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Centrality Measures ◽  
Structured Interviews ◽  
Place Making ◽  
Dual Nature ◽  
Content Type ◽  
Attribute Data ◽  
Group Members

Purpose Festivals are often explicitly connected to the destinations in which they take place, explored here as contributing to broader processes of place-making and engagement with local communities. Place is defined at a local scale, primarily as experienced by volunteer contributors to an arts and cultural festival in urban Scotland. Networked relationships between festival volunteers inform the research methods and analysis, reflecting both observer and insider perspectives. This paper aims to comment on varying attitudes among the contributors, relating these findings to their positions in the festival’s social network. Design/methodology/approach Social network analysis methods were used to capture and examine data from a sample of festival volunteers: a survey instrument was distributed among individuals identified by the creative director, acting as a key informant. These data generated information on connections between the respondents, as well as demographic and opinion-based attribute data. Network centrality measures were used to sample the respondents for four follow-up interviews with festival volunteers. Findings The resulting network revealed a core-periphery structure to the festival’s organising team. The influential core group members were more established volunteers, recognised for their value to the team. The festival was widely endorsed as contributing to local place-making, though not uncritically. Management implications were identified for the dual nature of the festival organisation: a formal hierarchy with clear functional departments, acting as a platform for an intangible yet vital social network. Originality/value Social relationships are shown to have profound implications for the management and identity of this volunteer festival, in relation to its host neighbourhood. Combining social network analysis with semi-structured interviews has demonstrated the value of this mixed methods approach.

scholarly journals Evaluation of practical accounting education in Jordan

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amer Morshed
Keyword(s):  
Evaluation Method ◽  
Primary Source ◽  
Research Community ◽  
Accounting Education ◽  
Negative Evaluation ◽  
University Graduates ◽  
Business Managers ◽  
Structured Interviews ◽  
Content Type ◽  
Ethical Skills

PurposeThe objective of the paper is to explore and evaluate practical accounting education to find its weaknesses and suggest avenues to build strengths which will provide the market with effective accountants from the universities (the primary source of accountants).Design/methodology/approachThe study uses semi-structured interviews to understand and extract the study problem and build the questionnaire; the final step is to analyse and interpret the questionnaire results based on structured interviews, dividing the research community into professors and market elements, business managers and university graduates.FindingsThe market has provided a negative evaluation of practical education. Reasons include a shortage of instructors with professional experience; curriculums that lack the topic of professional and ethical skills; and internships if provided, with unsatisfactory results. The study suggests accounting simulation labs as a reasonable substitution for the placement year (internship) if the labs are qualified and the internship results unsatisfactory.Originality/valueThis article is based on a multiregional research community, making results transferable to any country that faces a lack of professional accounting education. The applied evaluation method is capable of use by any other field in the business industry since accounting is part of this industry.

Customer brand co-creation: a conceptual model

2015 ◽  
Vol 33 (6) ◽  
pp. 848-864 ◽  
Author(s):  
Cassandra France ◽  
Bill Merrilees ◽  
Dale Miller
Keyword(s):  
Conceptual Model ◽  
Conceptual Development ◽  
Theoretical Development ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Communities ◽  
Brand Engagement ◽  
Antecedents And Consequences ◽  
Research Propositions ◽  
The Impact

Purpose – The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create and the impacts of customer co-creation on the brand. Design/methodology/approach – Theoretical development is progressed through conceptualisation of a series of research propositions which consider the antecedents and consequences of brand co-creation. Conceptualisation entails analysing and synthesising previous studies and reasoning new relationships between relevant concepts. Customer brand co-creation theory is improved by operationalizing the concept in a theoretical model. Findings – The Customer Brand Co-creation Model expresses the influence of brand engagement, self-congruity and involvement as antecedents to brand co-creation. Further, the model identifies the moderating effect of brand interactivity and brand communities. Finally, the model actualises the impact of brand co-creation upon brand value and brand knowledge. Research limitations/implications – The conceptual paper explores an emerging area of research interest. The study provides a level of clarity by defining the brand co-creation construct and developing several research propositions and a conceptual model for advancing knowledge of co-creation. Practical implications – The research provides new insight for brand managers who may be investing in co-creation programs and exposing their brand, but without understanding the impact of customer brand co-creation. Conceptual development of theory provides initial insight for practitioners and explores outcomes of co-creation. Originality/value – This work brings together disparate but highly relevant branding theories to progress the co-creation literature and improve understanding of the influence of co-creation upon the brand and customer.

A process‐stakeholder analysis of B2B industry standardisation

2007 ◽  
Vol 20 (1) ◽  
pp. 83-95 ◽  
Author(s):  
Juan Rodon ◽  
Juan Ramis‐Pujol ◽  
Ellen Christiaanse
Keyword(s):  
Success Factors ◽  
Positive Impact ◽  
Stakeholder Analysis ◽  
Primary Source ◽  
Holistic Approach ◽  
Structured Interviews ◽  
Content Type ◽  
Data Coding ◽  
Critical Success ◽  
Process Theories

PurposeInteroperability standards are a crucial aspect in the development of B2B e‐business. The aim of this paper is to understand how standardisation evolves by analysing the interplay between activities and stakeholders within the process. Unlike most of the IS research that focuses on the underlying technologies within standards, this study explores the standardisation processes and the interaction between the different participants.Design/methodology/approachThis issue was explored with a case study of the standardisation activity in the Port Community of Barcelona. The primary source of data was semi‐structured interviews with members of the standardisation committee, direct observation in meetings and related documentation. Data coding and analysis, using qualitative methods, proceeded in parallel with data collection.FindingsThe analysis reveals critical success factors in the urgency perceived by the dominant stakeholder and the inclusion of a workgroup manager. Also the workgroup manager can have a significant positive impact by focusing on sense‐making activities during the first steps of the process.Research limitations/implicationsThe study is based on a single organisation and a largely retrospective analysis of two standardisation exercises.Originality/valueThis paper contributes significantly to the literature on vertical B2B standardisation by combining process theories and stakeholder analysis approaches. It demonstrates greater insight into managing successful standards initiatives by taking this holistic approach to the research.

scholarly journals User-driven efforts in creating knowledge graph information system

2020 ◽  
Vol 36 (2) ◽  
pp. 97-111
Author(s):  
Stanislava Gardasevic
Keyword(s):  
Information System ◽  
Information Seeking ◽  
Information Needs ◽  
Resource Discovery ◽  
The Body ◽  
Knowledge Graph ◽  
Structured Interviews ◽  
Community Members ◽  
Study Objective ◽  
Content Type

Purpose This paper presents the results of a qualitative study that involved students of an interdisciplinary PhD program. The study objective was to gather requirements to create a knowledge graph information system. The purpose of this study was to determine information-seeking practices and information needs of this community, to inform the functionalities of a proposed system, intended to help students with relevant resource discovery and decision-making. Design/methodology/approach The study design included semi-structured interviews with eight members of the community, followed by a website usability study with the same student participants. Findings Two main information-seeking styles are recognized and reported through user personas of international and domestic (USA) students. The findings show that the useful information resides within the community and not so much on the program website. Students rely on peer communication, although they report lack of opportunities to connect. Students’ information needs and information seeking are dependent on their progress through the program, as well as their motivation and the projected timeline. Practical implications Considering the current information needs and practices, a knowledge graph hosting both information on social networks and the knowledge produced by the activities of the community members would be useful. By recording data on their activities (for example, collaboration with professors and coursework), students would reveal further useful system functionalities and facilitate transfer of tacit knowledge. Originality/value Aside from the practical value of this research that is directly influencing the design of a system, it contributes to the body of knowledge on interdisciplinary PhD programs.

scholarly journals Unpacking the package

2015 ◽  
Vol 12 (4) ◽  
pp. 346-376 ◽  
Author(s):  
Mark Evans ◽  
Basil Phillip Tucker
Keyword(s):  
Organisational Change ◽  
Clean Energy ◽  
Management Control ◽  
Theory And Practice ◽  
Structured Interviews ◽  
Informal Control ◽  
Content Type ◽  
Energy Company ◽  
Management Controls ◽  
Control Package

Purpose – The purpose of this paper is to explore the ways in which both formal and informal control, operating as a package, are implicated in responding to organisational change arising from the introduction of the Australian Federal Government’s Clean Energy Act (2011). Design/methodology/approach – This investigation is based on a review of archival data, and semi-structured interviews conducted with 15 staff at different hierarchical levels within an Australian renewable energy company. Findings – Although formal management control systems and informal control both played important roles in the organisation’s reorientation to organisational change, it was the latter form of control that predominated over the former. The influence of the prevailing organisational culture, however, was pivotal in orchestrating both formal and informal control efforts within this organisation. Originality/value – This study contributes to management control theory and practice in two ways: first, it provides much needed empirical evidence about the ways in which management controls act as a package; second, it offers insights into the relative importance of the components of a management control package in the context of a particular organisational change. In addition, it responds to Laughlin’s (1991) call for empirical “flesh” to be added to the skeletal framework he advocates to make this conceptualisation of organisational change, “more meaningful”.

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