scholarly journals Lessons from nearly a century of the brand management system

2018 ◽  
Vol 10 (4) ◽  
pp. 420-450 ◽  
Author(s):  
Isabelle Aimé ◽  
Fabienne Berger-Remy ◽  
Marie-Eve Laporte
Keyword(s):  
Management System ◽  
Brand Management ◽  
Historical Analysis ◽  
Digital Age ◽  
Western World ◽  
Past Century ◽  
Research Papers ◽  
Broad Perspective ◽  
Content Type ◽  
Digital Era

PurposeThe purpose of this study is to perform a historical analysis of the brand management system (BMS) to understand why and how, over the past century, the BMS has become the dominant marketing organizational model across Western countries and sectors and what the lessons can be learned from history to enlighten its current changes in today’s digitized environment.Design/methodology/approachBuilding on Low and Fullerton’s work (1994), the paper traces the evolution of the BMS from its creation in the 1930s to the recent digital era. Data from various sources – research papers, historical business books, case studies, newspaper articles and internal documents – are analyzed to inform an intellectual historical analysis of the BMS’s development.FindingsThe paper uses the prism of institutional isomorphism to highlight four distinct periods that show that the BMS has gradually imposed itself on the Western world and managed to adapt to an ever-changing environment. Moreover, it shows that in the current digital age, the BMS is now torn between two opposing directions: the brand manager should act as both absolute expert and galvanic facilitator and the BMS needs to reinvent itself once again.Originality/valueThis paper provides a broad perspective on the BMS function to help marketing scholars, historians and practitioners gain a better understanding of the issues currently facing the BMS and its relevance in the digital age.

scholarly journals Industrial branding in the digital age

2015 ◽  
Vol 30 (6) ◽  
pp. 733-741 ◽  
Author(s):  
Heini Sisko Maarit Lipiäinen ◽  
Heikki Karjaluoto
Keyword(s):  
Digital Media ◽  
Empirical Research ◽  
Brand Management ◽  
Single Case ◽  
Opinion Leader ◽  
Digital Age ◽  
Internal Communication ◽  
Single Case Study ◽  
Content Type

Purpose – The purpose of this paper is to describe the overall branding logic of an international industrial company operating in the renewable energy industry and to respond to calls for empirical research on how to build a business-to-business (B2B) brand in the digital age and how digital media can be used for branding. A digital branding model is also developed. Design/methodology/approach – A single case study of a company at the forefront of digital media usage is used to develop the model. The main data come from semi-structured theme interviews and from content analysis of the channels used to create a brand on the Internet. Findings – In the digital age, firms seem to benefit from having a strong market orientation and a holistic branding approach with robust integration of their different functions. Branding in the digital age not only requires strong internal communication and consistent external communication, but also positioning of the brand in topical conversations. For an industrial organization, becoming an opinion leader is a strategy well-suited to branding and can be supported by creating relevant content subsequently delivered through various social media channels. Research limitations/implications – The results of this study are based on a single case study and hence are not generalizable. Originality/value – This study is among the first to respond to the calls for empirical research on industrial brand management in the digital age and contributes to the emerging B2B branding and branding on digital age literature.

The impact of the brand management system on performance across service and product-oriented activities

2017 ◽  
Vol 26 (3) ◽  
pp. 294-311 ◽  
Author(s):  
Mathieu Dunes ◽  
Bernard Pras
Keyword(s):  
Financial Performance ◽  
Management System ◽  
Management Practices ◽  
Brand Management ◽  
Brand Performance ◽  
Content Type ◽  
Objective Performance ◽  
The Impact ◽  
The Relationship

Purpose This paper aims to analyze the impact of brand management system (BMS) practices on subjective and objective performance in both service- and product-oriented sectors. Design/methodology/approach Based on a “grounded-in-practice” approach to BMS, a comprehensive formative BMS scale is developed and its validity is assessed. The impact of BMS on subjective brand performance (i.e. predictive validity) and on objective financial performance is assessed. Data are collected from a sample of 298 brand managers and marketing directors in five business sectors (cosmetics, convenience goods, industry, bank/insurance and media) and from a financial database. Path analysis and multigroup analysis are performed to test mediating and moderating effects. Findings The results reveal that subjective brand performance (perceived brand performance) mediates the relationship between the BMS and objective financial performance of the firm and on each of the three BMS dimensions; and product-oriented (vs service-oriented) sector positively moderates the relationship between the BMS and subjective brand performance. Research limitations/implications The paper offers insights into adapting brand management practices along all BMS dimensions to achieve better business performance and improve objective financial performance in product-oriented activities. It highlights the role of brand management implementation, as well as the role of brand management in hierarchical relationships, in improving performance in service activities. Practical implications The formative BMS scale offers a tool which can be used to improve strategic decisions and give practical guidance on product vs service sector specificities. The indirect impact of a BMS on financial objective performance reinforces the legitimacy of brand managers and marketing managers. Originality/value This paper shows the impact of the BMS on objective financial performance by using a “grounded-in-practice” BMS scale. It also affords explanation on sectoral effects of brand management practices and their consequences on subjective and objective performance.

The digital age is transforming job descriptions, especially for CEOs

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Stephen Denning
Keyword(s):  
Customer Value ◽  
Digital Age ◽  
Job Descriptions ◽  
Critical Feature ◽  
Content Type ◽  
Digital Era ◽  
Business Opportunities ◽  
New Business ◽  
Strategic Agility ◽  
Practical Implications

Purpose To implement a customer-centric vision in the digital era requires leadership that champions principles, processes and practices that promote customer value and corporate agility. Design/methodology/approach In the digital age organization the CEO’s job description, and those of all the leadership team, will require radical redesign. Findings A successful digital-age CEO is an entrepreneur with a passion for creating new value for customers and a preoccupation with strategic agility and discerning new business opportunities. Practical/implications Perhaps the most critical feature of digital-era CEOs’ jobs is their focus on the continuous creation of new businesses. Originality/value A successful digital-age CEO is an entrepreneur with a passion for creating new value for customers and a preoccupation with strategic agility and discerning new business opportunities.

scholarly journals How to establish a good government? Lessons from Lee Kuan Yew in Singapore and Deng Xiaoping in China

2018 ◽  
Vol 21 (2) ◽  
pp. 107-119
Author(s):  
Franky K.H. Choi
Keyword(s):  
Twentieth Century ◽  
Good Governance ◽  
Historical Analysis ◽  
Western World ◽  
Deng Xiaoping ◽  
Content Type ◽  
Authoritarian Leadership ◽  
Western Model ◽  
Good Government ◽  
Authoritarian Government

Purpose Outside the US and Europe, to establish a good government requires more than Western-style democracy. Adopting universal suffrage fully from the Western model is no longer a panacea to reach the ultimate goal of good governance in the East, i.e., to keep promoting socio-economic renovation can be noted as a prerequisite to have further meaningful political advancement in an Asian polity. The purpose of this paper is to explain how to establish a good but authoritarian government in the East. Design/methodology/approach Given the good of comparative historical analysis, Lee Kuan Yew in Singapore and Deng Xiaoping in China are selected as both cases for “method of agreement.” Further including “argument based on the contrary” to form a context for macro-historical analysis, this paper outlines two characteristics of the duo’s authoritarian leadership, namely, Ideologies and Policy-making; and Political Modernization, and hence provides a more balanced reevaluation of their governance. Findings Apart from noting how these two Asian giants more or less contributed to their good but authoritarian governments for long in the twentieth century, such a word of authoritarianism to the duo was quite positive to help legitimize their governance, which was far different from many negative views of the Western world. Originality/value As theories put forward by Western academics could not entirely justify modernization among Asian societies in the twentieth century, this paper attempts to answer one question: Does the meaning of authoritarianism remain unchanged in the discourse of the East and the West?

From small and generalized to big or specialized

2018 ◽  
Vol 24 (3) ◽  
pp. 340-358 ◽  
Author(s):  
Johan Kask ◽  
Frans Prenkert
Keyword(s):  
Historical Analysis ◽  
High Volume ◽  
Past Century ◽  
Population Thinking ◽  
Evolutionary Mechanisms ◽  
Content Type ◽  
Theoretical Concepts ◽  
Goods Market ◽  
History Of ◽  
Sporting Goods

Purpose Retail has evolved over the past century alongside megatrends such as urbanization, consumerism and digitalization. To contribute to existing knowledge on patterns of retail form evolution, the purpose of this paper is to investigate when and how novel retail forms have evolved in the Swedish sporting goods market. Design/methodology/approach An evolutionary approach that encompasses population thinking is used to interpret the history of sporting goods retailing in Sweden from the interwar era onwards. Drawing on archival data and interviews, the focus in the historical analysis is on the evolution of retail form variation in terms of size, strategy, product range and retail channel (online/offline). Findings The paper suggests that evolutionary mechanisms cumulatively have changed the sports retail population from a rather homogenous set of smaller generalist stores toward a larger variety and specialization in mainly two directions: one trajectory toward small and service-focused niche specialists and the other toward high-volume sales outlets. Originality/value The paper provides a detailed empirical account of sports retail history in Sweden and an application of theoretical concepts contributing to an integrated investigation of empirical issues and theoretical positions. It concludes that being able to attain “closures” – finding ways to close off a section of the market and avoid direct competition – has historically been a crucial capability for individual retailers to thrive.

The disruption that creates new brands

2015 ◽  
Vol 31 (9) ◽  
pp. 32-34
Keyword(s):  
Case Studies ◽  
Management System ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Management ◽  
Cutting Edge ◽  
Content Type ◽  
Pertinent Information ◽  
Potential Complement ◽  
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 – Considers a different approach to the historic way of accessing growth and disruptive brand franchises. Typically, this has been via acquisition of entrepreneurial brand firms. This can be costly, and the culture and ethos of these mission-driven brands is often a casualty. The alternative discussed here is strategic brand venturing as a potential complement to the brand management system. 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.

TANTANGAN DAN PELUANG GKPA KE MASA DEPAN

2020 ◽  
Author(s):  
Ramli Harahap
Keyword(s):  
Growth And Development ◽  
Historical Analysis ◽  
Significant Development ◽  
Digital Era

This article is part of my anxiety to see the growth and development of GKPA starting from its establishment as an independent church institution until now. The growth and development of GKPA experiences dynamics that fluctuate. In the first two decades, from the beginning of 1975 to 1995, the growth of the GKPA was significant. However, during the second two decades, namely from 1996 to 2016, the growth and development of the GKPA did not show any significant development. That is, the condition is stagnant, not experiencing development and encouraging growth. Seeing the situation and conditions, this research was conducted to look at the challenges of GKPA today, and see the opportunities of GKPA in this digital era. The methodology used in this study is qualitative by means of critical historical analysis. This research is a different study from existing research at GKPA.

A systematic literature review of healthcare supply chain and implications of future research

2019 ◽  
Vol 13 (4) ◽  
pp. 405-435 ◽  
Author(s):  
Anuj Dixit ◽  
Srikanta Routroy ◽  
Sunil Kumar Dubey
Keyword(s):  
Supply Chain ◽  
Literature Review ◽  
Inventory Management ◽  
Cold Chain ◽  
Future Research ◽  
Research Papers ◽  
Content Type ◽  
Drug Manufacturing ◽  
Customer Training

Purpose This paper aims to review the healthcare supply chain (HSC) literature along various areas and to find out the gap in it. Design/methodology/approach In total, 143 research papers were reviewed during 1996-2017. A critical review was carried out in various dimensions such as research methodologies/data collection method (empirical, case study and literature review) and inquiry mode of research methodology (qualitative, quantitative and mixed), country-specific, targeted area, research aim and year of publication. Findings Supply chain (SC) operations, performance measurement, inventory management, lean and agile operation, and use of information technology were well studied and analyzed, however, employee and customer training, tracking and visibility of medicines, cold chain management, human resource practices, risk management and waste management are felt to be important areas but not much attention were made in this direction. Research limitations/implications Mainly drug and vaccine SC were considered in current study of HSC while SC along healthcare equipment and machine, hospitality and drug manufacturing related papers were excluded in this study. Practical implications This literature review has recognized and analyzed various issues relevant to HSC and shows the direction for future research to develop an efficient and effective HSC. Originality/value The insight of various aspects of HSC was explored in general for better and deeper understanding of it for designing of an efficient and competent HSC. The outcomes of the study may form a basis to decide direction of future research.

Crisis or opportunity: Marks and Spencer’s tryst with Indian retail

2020 ◽  
Vol 16 (6) ◽  
pp. 671-690
Author(s):  
Arunima Rana ◽  
Ravi Shankar
Keyword(s):  
Decision Making ◽  
International Business ◽  
Brand Management ◽  
Secondary Data ◽  
Business Environment ◽  
Special Focus ◽  
Retail Sector ◽  
Content Type ◽  
Competitor Analysis ◽  
Fashion Retail

Research methodology The case is written using secondary data sources (namely, research documents, press information, journal articles and published interviews). Publicly declared company information has further been leveraged to augment case facts. All information sources have been duly acknowledged in the reference section. Case overview/synopsis The case is written in the backdrop of COVID-19 pandemic and its effect on the Indian retail industry, revolving around scenarios in which a multinational retailer has to decide on its long- and short-term strategy in such an economic crisis. The case story has been developed around Marks and Spencer’s retail venture in the Indian market. With the COVID-19 pandemic impacting business at various levels, with countries moving to lock down and economies shrinking to recessionary levels, one of the worst affected sectors is retail. The teaching case builds upon Mark and Spencer’s initial decision of not entering and extending its food/grocery business in India. While it remained a dominant player in Indian fashion retail for almost two decades, it needs to re-think its decision of entering food retail owing to a pandemic situation affecting its offline sales/store footfall and increasing competition from global fashion brands such as Zara and H&M that had flooded the Indian fashion retail sector. The case provides a context for students to perform environmental factor and competitor analysis for a sector, with special focus on decision making in a changing crisis scenario. Complexity academic level This case could be used in undergraduate and MBA classroom programme, across subjects such as retail management, marketing management, international business, international business environment and strategic business management. This case fits while discussing topics such as business environmental factors, competitor analysis, decision-making under crisis, market entry decision, omnichannel retail strategy, consumer behaviour and brand management.

Implementation of an integrated management system in an airline: a case study

2010 ◽  
Vol 22 (6) ◽  
pp. 629-647 ◽  
Author(s):  
Palmira López‐Fresno
Keyword(s):  
Management System ◽  
Customer Orientation ◽  
Integrated Management ◽  
Direct Analysis ◽  
Internal Communication ◽  
Content Type ◽  
Integrated Management System ◽  
Use Of Resources ◽  
Industry Sectors

PurposeThis paper presents, through the analysis of a case study, a model based on a systemic approach that proved successful for the design and implementation of an integrated management system (IMS) in an airline, and provides guidelines and practical recommendations that may be of use to other sectors of activity when designing and implementing an IMS.Design/methodology/approachData for this paper were collected through direct analysis and implication in the process of implementation of the IMS. Also a literature review was conducted.FindingsTangible and intangible benefits were identified as derived from operating one IMS, such as cost savings, better use of resources, improved internal communication, stronger customer orientation and employee motivation. For these benefits to be realised it is essential to take into account several critical factors and be aware of the challenges accompanying integration of management systems, as detailed in the paper.Practical implicationsThis paper provides guidelines and recommendations for organisations seeking to implement and integrate several standards, being general or sectoral, particularly if they operate in highly complex industry sectors.Originality/valueThis paper incorporates the integration of sectoral standards, which the literature has not covered very widely. The research has wider value through transferable applications and experiences for other industry sectors.

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