scholarly journals A global marketing logic: local stakeholders’ influence in diverse emerging markets

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ulf Elg ◽  
Pervez Nasim Ghauri
Keyword(s):  
Emerging Markets ◽  
Value Chain ◽  
Main Idea ◽  
Case Study Method ◽  
Global Marketing ◽  
Content Type ◽  
Local Stakeholders ◽  
Promotion Strategies ◽  
Global And Local

PurposeThe authors discuss a dominant logic as the main idea behind a global marketing logic (GML) of an MNE and investigate how local stakeholders’ influence the feasibility of applying the GML in emerging markets. The aim of the paper is to enhance the understanding of the factors that influence the local stakeholders' acceptance of the MNEs' GML and the different activities of MNEs that may increase the acceptance.Design/methodology/approachThe authors apply a qualitative case study method investigating three Swedish MNEs and their activities while implementing a GML in the big emerging markets. The authors study their relationships with business, political and social stakeholders.FindingsThe authors identify three persistent contents of the GML: (1) a consistent value chain role across markets, (2) standardized, premium products/services and promotion strategies, (3) a corporate brand-based identity. The development of trust, commitment, legitimacy and power within local stakeholders’ relationships influences the approval. The acceptance of the MNE's GML by local stakeholders strengthens its market position.Originality/valueThe authors extend the knowledge by investigating the nature of a GML and explain to what extent it may help MNEs to gain a competitive position. The authors also discuss how global and local activities may influence local stakeholders' acceptance. This study contributes towards a better understanding of how and to what extent a GML can be successful.

scholarly journals Multiple stakeholders and B2B branding in emerging markets

2016 ◽  
Vol 19 (3) ◽  
pp. 287-309 ◽  
Author(s):  
Veronika Tarnovskaya ◽  
Galina Biedenbach
Keyword(s):  
Emerging Markets ◽  
Brand Value ◽  
High Tech ◽  
Multiple Stakeholders ◽  
Content Type ◽  
Corporate Managers ◽  
Local Stakeholders ◽  
Brand Strategies ◽  
B2b Branding

Purpose The main purpose of this study is to investigate perceptions about and contributing activities to business-to-business (B2B) brand value by corporate managers and local stakeholders in the context of emerging markets. Design/methodology/approach The case study examines brand strategies of a multinational company in the high-tech industry. By using NVIVO, this research analyses the brand narratives by corporate managers of Axis Communications in Sweden and local stakeholders in Russia, Brazil and India. The study evaluates perceptions about brand value and contributing activities emphasized by corporate managers, local managers, local partners and local end-customers. Findings The findings demonstrate that corporate managers underutilize contributing activities by local managers and other local stakeholders, despite these activities being central to enhancing brand value. This research provides insights into how corporate and local managers can develop successful brand strategies in emerging markets. Consequently, a general typology of contributing activities to B2B brand value by local stakeholders is proposed. Originality/value The company-centred approach to B2B branding stresses the importance of unique components of brand value and their consistent communication to multiple stakeholders. Prior studies provide limited evidence on how various stakeholders perceive brand value and enhance it through their contributing activities. Following the stakeholder-encompassing approach, this study advances branding research by examining perceptions about and contributing activities to B2B brand value by corporate managers and local stakeholders in a cross-cultural setting. Future studies are recommended to apply a stakeholder-encompassing approach in developed and transition economies and considering other relevant groups of stakeholders.

From co-discovery to co-capture: co-innovation in themusic business

2019 ◽  
Vol 11 (4) ◽  
pp. 600-617
Author(s):  
Harriman Samuel Saragih ◽  
Togar Simatupang ◽  
Yos Sunitiyoso
Keyword(s):  
Narrative Analysis ◽  
Value Chain ◽  
Innovation Process ◽  
Validity And Reliability ◽  
Case Study Method ◽  
Music Business ◽  
Content Type ◽  
Innovation Practices ◽  
Practical Implications

Purpose Previous work has asserted that the co-innovation process in the music business is composed of four stages, i.e. co-discovery, co-creation, co-delivery and co-capture. This study aims to re-examine and validate this proposed conceptualisation by gathering and interviewing additional respondents, specifically academics and professional event organisers, who were not formerly involved. By gaining more insight from different stakeholders, this study expects to gain more reliable results regarding the proposed concept derived from the previous study. Design/methodology/approach This study uses the case study method by carrying out qualitative interview data collection from 11 respondents. Narrative analysis is used in examining the findings. Pattern matching is used as the basis of the analysis using the proposed conceptualisation from co-discovery to co-capture of co-innovation as the rival analysis to the empirical findings discovered in this study. This paper also discusses how the validity and reliability of the qualitative analysis carried out are ensured. Findings This study supports the notion that the co-innovation process in the music industry follows the four stages of co-discovery, co-creation, co-delivery and co-capture. The respondents, from different professional backgrounds, interviewed in this study indicated and validated that the proposed framework aligns with their actual practices, expectations and realities, along with their specific roles in the music industry’s ecosystems. Practical implications The results of this study can be used as a reference in developing guidelines or policies for co-innovation practices in the music business, which previous studies have not explored, e.g. focusing only on preconditions for positive collaboration, open license and music for co-creation or discussions that are merely conceptual. Originality/value This study validates the co-innovation process in the music business proposed by the previous works, which integrates the value chain thinking concept within the analysis.

Social urbanism: public policy and place brand

2019 ◽  
Vol 12 (3) ◽  
pp. 326-337 ◽  
Author(s):  
Caroline Doyle
Keyword(s):  
Public Policy ◽  
Social Problem ◽  
Local Governments ◽  
Structured Interviews ◽  
Content Type ◽  
Study Approach ◽  
Local Stakeholders ◽  
Place Brand ◽  
The City

PurposeThis paper aims to focus on how a public policy designed to address a social problem ultimately became the place brand.Design/methodology/approachThis paper uses a qualitative case study approach focusing on the city of Medellín, Colombia. It draws from fieldwork conducted in Medellín over 2014 and 2015, including semi-structured interviews with an array of local stakeholders.FindingsThe paper concludes that local governments should be aware that the policymaking process can become part of their branding. It also shows the importance of the continual involvement of stakeholders in the place brand process to ensure it is a sustainable brand.Originality/valueThere are limited studies which focus on how a public policy designed to address a social problem ultimately becomes the place brand. This paper shows how a public policy, social urbanism, became the branding of Medellín.

A little help from my friends: how purchasing gains influence in complex business-to-business services: the case of legal

2017 ◽  
Vol 32 (2) ◽  
pp. 206-217 ◽  
Author(s):  
Wendy L. Tate ◽  
Lisa M. Ellram ◽  
Ulrich Schmelzle
Keyword(s):  
Supplier Management ◽  
Positive Contribution ◽  
Business Service ◽  
Case Study Method ◽  
Business Services ◽  
Content Type ◽  
Additional Costs ◽  
Service Procurement ◽  
Business To Business

Purpose The purpose of this research is to develop an understanding of how purchasing can become meaningfully involved in complex business-to-business service purchases. Design/methodology/approach A single in-depth case study method of an exemplar organization was applied to better understand the purchasing function’s role in adding to the value proposition in complex, non-traditional business-to-business service purchases. Findings Powerful allies or advocates can mediate purchasing involvement in service procurement. However, once the involvement is initiated, purchasing must make a positive contribution with respect to the specific needs and expectations of the budget owner to retain its influence. Research limitations/implications This research extends institutional theory to show how powerful allies or advocates can mediate purchasing involvement in the complex services spend. Practical implications This study describes the potential impact of purchasing’s involvement in complex services spend and highlights the opportunities for purchasing managers to improve supplier management and drive out additional costs. Originality/value For the business practitioner, this research provides evidence regarding how individual functions can gain influence in the organization. A conceptual model describes the meaningful involvement of purchasing in complex business-to-business service purchases.

A deliberately emergent strategy – a key to successful city branding

2015 ◽  
Vol 8 (2) ◽  
pp. 90-102 ◽  
Author(s):  
Janne Lindstedt
Keyword(s):  
Place Branding ◽  
Place Identity ◽  
Point Of View ◽  
City Branding ◽  
Content Type ◽  
Emergent Strategy ◽  
Branding Strategies ◽  
Local Stakeholders ◽  
Place Brand

Purpose – The paper aims to address a neglected issue in the literature on place brand co-creation, namely, the strategic planning of the branding process. Furthermore, the paper demonstrates the benefits of a deliberately emergent strategy. Design/methodology/approach – A qualitative case study focusing on Turku, Finland, supports the development of the argument. In this study, branding of Turku is examined both during the European Capital of Culture 2011 (ECoC) project and after it. Findings – The contribution of the ECoC 2011 project – which was widely perceived as a success – to Turku’s brand was based on a deliberately emergent strategy. Afterwards, the local government has, however, chosen a different approach to branding. Research limitations/implications – Given the increasing popularity of brand thinking among practitioners all over the world, it would be meaningful for scholars to pay more attention to the application of brand co-creation in place branding strategies. Practical implications – The deliberately emergent branding strategy could be considered an approach to applying the idea of brand co-creation in practice. It enables local stakeholders to make their voices heard and results in increased credibility of a branding process. Originality/value – Place brand co-creation has not yet been examined from strategic planning’s point of view. The need for this kind of examination is apparent, because branding strategies have traditionally been based on the idea of static place identity. The Turku case helps to propose a solution in terms of the notion of deliberately emergent branding.

Diagnosing recurrent logistics problems: a combined SCM disciplines and maturity perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Harmen S. Wijbenga ◽  
Paul C. van Fenema ◽  
Nynke Faber
Keyword(s):  
Supply Chain ◽  
Design Methodology ◽  
Dynamic Capability ◽  
Public Organization ◽  
Maturity Model ◽  
Case Study Method ◽  
Maturity Level ◽  
Content Type ◽  
Insight Into

Purpose The purpose of the study is to diagnose recurrent logistics problems in a public organization’s network of logistics entities, determining the maturity level of each supply chain (SC) function, and trying to link problems within the SC functions to the maturity level by using the case study method. Design/methodology/approach Extant research on supply chain management (SCM) maturity is combined with notions of SC flows and disciplines. The resulting SCM Disciplines Maturity model comprises multiple diagnostic steps. It is illustrated by means of a developmental case study at a large public organization facing recurrent logistics problems in routine processes. Findings The model is shown to be a useful instrument to obtain insight into linkages between recurrent logistics problems and the way an SCM organization harbors multiple SCM disciplines. Originality/value The paper examines recurrent logistics problems in relation to SCM maturity, a relatively unknown research subject. It shows how SCM maturity thinking can support the diagnosis of recurrent problems. In a rapidly changing world, it enables further research on diagnosis as a dynamic capability.

How would you like your Turkish coffee? Tourist experiences of Turkish coffee houses in Istanbul

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Serkan Yiğit ◽  
Nilüfer Şahin Perçin
Keyword(s):  
Design Methodology ◽  
Qualitative Case Study ◽  
Learning Experience ◽  
Empirical Studies ◽  
Value Added ◽  
Case Study Method ◽  
Culture Learning ◽  
Content Type ◽  
Place Satisfaction

Purpose The purpose of this study is to examine and understand the experiences of tourists in the Turkish coffee houses in Istanbul, Turkey. Design/methodology/approach In this study, a qualitative case study method was used to analyze tourists’ comments with user-generated content technique by analyzing tourists’ comments. The data used in the study was collected through TripAdvisor, which is considered one of the most famous websites with tourist reviews and comments, between 20 May and 10 June 2020 from tourists’ reviews (n:219). Findings The findings show that Turkish coffee house experiences are heterogeneous based on the dimensions of coffee characteristics, place, satisfaction, recommendation and revisit intention, value/price and value-added experience. Moreover, value-added experience includes some sub-themes such as a memorable experience, authentic experience and culture learning experience. Originality/value There are some studies on Turkish coffee and Turkish coffee culture in the literature, but there have been no empirical studies investigating the Turkish coffee house experiences of tourists. For this reason, this study aims to examine and understand the experiences of tourists in Turkish coffee houses. Therefore, it is believed that this study will fill the current gap in the literature on tourists’ experiences of Turkish coffee houses.

The use of performance information in local government mergers

2019 ◽  
Vol 31 (3) ◽  
pp. 451-471 ◽  
Author(s):  
Karina Kenk ◽  
Toomas Haldma
Keyword(s):  
Attribution Theory ◽  
Local Governments ◽  
Eastern European Country ◽  
Eastern European ◽  
Performance Information ◽  
Case Study Method ◽  
Content Type ◽  
Different Types ◽  
Using Data

Purpose The purpose of this paper is to study more deeply the use of performance information (PI) in the context of the administrative-territorial reform, e.g. amalgamation in the local governments (LG) with an example of Estonian LGs. Design/methodology/approach The case study method is adopted, using data from publicly available documents and interviews with the politicians and officials at the five merger cases of Estonian LG units. The data are interpreted and analysed using attribution theory. Findings The results show that amalgamation patterns do have an influence on PI use – in particular, the authors see that PI is reported to be used more frequently in cases of voluntary mergers, which may be related to the different motivations to make attributions in cases of voluntary and compulsory mergers. Originality/value The study contributes to the debate on the importance and usefulness of different types of PI, as financial as well as non-financial information and for different information users in the light of LG reform in Estonia as being a Central and Eastern European country.

Overcoming trade logistics challenges: Asia-Pacific experiences

2015 ◽  
Vol 27 (3) ◽  
pp. 444-466 ◽  
Author(s):  
Ben Shepherd ◽  
Shintaro Hamanaka
Keyword(s):  
Design Methodology ◽  
Good Practice ◽  
Asia Pacific ◽  
Case Method ◽  
Policy Reforms ◽  
Case Study Method ◽  
Asia Pacific Region ◽  
Policy Makers ◽  
Content Type

Purpose – The purpose of this paper is to identify major challenges that Asia-Pacific policy makers face in drawing up international logistics policies, and to seek possible solutions to the problems. Design/methodology/approach – Case study method: the paper includes seven case studies that attempt to address various types of logistics challenges. The paper introduces both intra- and extra-regional examples of the ways in which those challenges have been overcome in particular contexts through concerted action by government and the private sector. Findings – There are a lot of interesting experiences of overcoming logistics challenges, both inside and outside the Asia-Pacific region. Good practice experiences can be replicated by other countries in the region. Originality/value – While there have been a lot of discussions on logistics policy reforms, this paper is one of the first attempts that clearly link challenges with concrete case experiences where those are overcome. The paper discusses very practical issues in an analytically sound manner, using case method.

Towards a multi-level servitization framework

2018 ◽  
Vol 38 (3) ◽  
pp. 810-827 ◽  
Author(s):  
Sambit Lenka ◽  
Vinit Parida ◽  
David Rönnberg Sjödin ◽  
Joakim Wincent
Keyword(s):  
Design Methodology ◽  
Theoretical Concept ◽  
Manufacturing Firms ◽  
Service Orientation ◽  
Case Study Method ◽  
Structured Interviews ◽  
Content Type ◽  
Multiple Case ◽  
Multi Level

Purpose The dominant-view within servitization literature presupposes a progressive transition from product to service orientation. In reality, however, many manufacturing firms maintain both product and service orientations throughout their servitization journey. Using the theoretical lens of organizational ambivalence, the purpose of this paper is to explore the triggers, manifestation and consequences of these conflicting orientations. Design/methodology/approach A multiple case study method was used to analyze five large manufacturing firms that were engaged in servitization. Semi-structured interviews were conducted with 35 respondents across different functions within these firms. Findings Servitizing firms experience organizational ambivalence during servitization because of co-existing product and service orientations. This paper provides a framework that identifies the triggers of this ambivalence, its multi-level manifestation and its consequences. These provide implications for explaining why firms struggle to implement servitization strategies due to co-existing product and services orientations. Understanding organizational ambivalence, provides opportunity to manage related challenges and can be vital to successful servitization. Originality/value Considering the theoretical concept of ambivalence could advance the understanding of the effects and implications of conflicting orientations during servitization in manufacturing firms.

Sign in / Sign up

Export Citation Format

Share Document