scholarly journals Mega-events brand meaning co-creation: the Olympic case

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nathalia Christiani Tjandra ◽  
Ivana Rihova ◽  
Sarah Snell ◽  
Claire S. Den Hertog ◽  
Eleni Theodoraki
Keyword(s):  
Qualitative Methodology ◽  
Brand Identity ◽  
Structured Interviews ◽  
Historical Sources ◽  
Content Type ◽  
Brand Meaning ◽  
Stakeholder Perspective ◽  
Multi Stakeholder ◽  
Mega Event ◽  
Purposive Sample

Purpose This paper aims to explore a multi-stakeholder perspective on brand meaning co-creation in the context of the Olympic Games as a unique mega sports event brand with a strong brand identity, to understand how the brand manager may integrate such co-created meanings in a negotiated brand identity. Design/methodology/approach Using a qualitative methodology, the paper provides a tentative framework of co-created Olympic brand meanings by exploring the narratives of stakeholders’ brand experiences of the brand. Sixteen semi-structured interviews with a purposive sample of Olympic stakeholders were conducted and analysed to identify key meanings associated with the Olympic brand. Findings Through their transformational and social experiences of the Olympic brand, stakeholders co-create brand meanings based on Olympic values of excellence, friendship and respect. However, at the same time, they offer their own interpretations and narratives related to competing meanings of spectacle, exclusion and deceit. Alternative brand touchpoints were identified, including blogs; fan and sports community forums; educational and academic sources; and historical sources and literature. Practical implications The brand manager must become a brand negotiator, facilitating multi-stakeholder co-creation experiences on a variety of online and offline engagement platforms, and exploring how alternative brand touchpoints can be used to access co-created brand meanings. Originality/value The study contributes to tourism branding literature by providing exploratory evidence of how brand meanings are co-created in the relatively under-researched multi-stakeholder sports mega-event context.

Understanding refugee entrepreneurship incubation – an embeddedness perspective

2019 ◽  
Vol 25 (5) ◽  
pp. 1065-1092 ◽  
Author(s):  
Alexander Dominik Meister ◽  
René Mauer
Keyword(s):  
Host Country ◽  
Structured Interviews ◽  
Business Incubation ◽  
Content Type ◽  
Study Approach ◽  
Stakeholder Perspective ◽  
Multi Stakeholder ◽  
The Impact

Purpose Recent years have seen a wave of immigration in western countries. Entrepreneurship can foster refugees’ integration in the labour market. Hence, the authors observe an emergence of incubators with social purpose, addressing the key challenges of refugee entrepreneurs. The purpose of this paper is to look at the particularities and the impact of business incubation on entrepreneurial development and embeddedness of refugee entrepreneurs in the host country by applying the theoretical lens of mixed embeddedness theory. Design/methodology/approach This paper is based on a qualitative case study approach exploring one business incubation model for refugee entrepreneurs in Germany. For a multi-stakeholder perspective, the data were collected through a participatory focus group workshop and semi-structured interviews of refugee entrepreneurs and incubator stakeholders (e.g. incubator management, mentors and partners) contributing to the incubation. The data collection extends over the duration of five months of the incubation programme. Findings The empirical results emphasise the impact of the business incubator on refugee entrepreneur’s development and embeddedness. In this analysis, the authors identify key themes of a particular incubation process addressing the lack of embeddedness and barriers to refugee entrepreneurs in the host country. From the results, the authors elaborate a particular business incubation process framework of refugee entrepreneurs. Originality/value The findings enhance the understanding how business incubation contributes to the embeddedness of refugee entrepreneurs in their new hosting environment. Thus, this research contributes to the existing literature by extending incubation model frameworks towards refugee entrepreneurship and embeddedness perspectives. Furthermore, the study emphasises the role of the incubator in the context of the dimensions of the mixed embeddedness of the refugee entrepreneurs.

Beyond social capital: a capability approach to understanding Refugee Community Organisations and other providers for “hard to reach” groups

2014 ◽  
Vol 10 (2) ◽  
pp. 61-72 ◽  
Author(s):  
Jennifer Clarke
Keyword(s):  
Capability Approach ◽  
Service Providers ◽  
Structured Interviews ◽  
Content Type ◽  
Refugee Community ◽  
Community Organisations ◽  
Purposive Sample ◽  
The Capability Approach

Purpose – The purpose of this paper is to explore the value of the “capability approach” as an alternative framework for understanding and conceptualising the role of Refugee Community Organisations (RCOs) and other providers for groups conventionally considered “hard to reach”. Design/methodology/approach – A study of the education services of RCOs, drawing primarily on semi-structured interviews with 71 users, is put forward as a case study for how the capability approach can be operationalised. Findings – The capability approach is found to offer various valuable insights, relating to its appreciation of the multi-dimensional nature of human wellbeing, the significance of individual diversity, and the importance of human agency. Research limitations/implications – The case study is based on a relatively small purposive sample, and may have limited external validity. As the research design proved strong for exploring how RCOs develop their users’ capabilities but weak for exploring if and how they may also constrict them, further research in this area is required. Practical implications – A number of valuable attributes of the capability approach are highlighted for broadening the understanding, the role of RCOs and other service providers. Social implications – The paper outlines the potential of the capability approach to contribute to policymaking related to RCOs and other providers, and to debates relating to social exclusion, cohesion and integration. Originality/value – The paper draws attention to the value of the capability approach within the field of migration research.

The role of insiders and organizational support in the learning process of newcomers during organizational socialization

2018 ◽  
Vol 30 (7) ◽  
pp. 562-575 ◽  
Author(s):  
Cecilia Mornata ◽  
Iolanda Cassar
Keyword(s):  
Learning Strategies ◽  
Organizational Support ◽  
Qualitative Methodology ◽  
Learning Strategy ◽  
Organizational Socialization ◽  
Human Resources Management ◽  
Structured Interviews ◽  
Content Type ◽  
Proactive Behaviors ◽  
Interpersonal Characteristics

Purpose This study aims to focus on newcomers’ learning strategies when they perceive organizational socialization support to be lacking, and on interpersonal characteristics that insiders should possess to support the newcomers’ proactive behaviors in this context. Design/methodology/approach Data were collected through 14 face-to-face, in-depth semi-structured interviews and analyzed with a conventional content analysis method (Paillé and Mucchielli, 2013), involving first a thematic analysis and afterward, a conceptual analysis using MaxQDA11©. Findings The authors’ analysis highlights that when newcomers perceive the formal organizational socialization support as lacking, they regulate their proactive behaviors by seeking indirect guidance, and more precisely, by engaging in informal interactions with insiders likely to help them socialize. These interactions can have a cost in terms of self-image, so newcomers regulate their proactive behaviors by looking for insiders perceived to be psychologically safe, even if they have to look for them in other working contexts. Practical implications Considering the regulation process of newcomers’ proactive behaviors according to their perceptions, human resources management should focus on those perceptions and develop a blended learning approach including formal learning programs, as well as individualized support to facilitate on-the-job learning and respond to personal needs. Special consideration should also be given to interpersonal skills displayed by insiders. Originality/value The originality of the study is the use of a qualitative methodology focusing on newcomers’ main learning strategy according to their perception of organizational socialization support and the psychological safety climate. The limitations of the authors’ work are the size of the study population and the fact that part of the interviewees were successfully socialized by reaching 15 months on their new post at the point where the interviews were conducted.

scholarly journals Challenges to the learning organization in the context of generational diversity and social networks

2018 ◽  
Vol 25 (2) ◽  
pp. 92-101 ◽  
Author(s):  
Renata Kaminska ◽  
Stefano Borzillo
Keyword(s):  
Social Networks ◽  
Learning Organization ◽  
Generation X ◽  
Qualitative Methodology ◽  
High Tech ◽  
Structured Interviews ◽  
Organizational Boundaries ◽  
Content Type ◽  
Generational Diversity ◽  
Company Culture

Purpose The purpose of this paper is to gain a better understanding of the challenges to the emergence of a learning organization (LO) posed by a context of generational diversity and an enterprise social networking system (ESNS). Design/methodology/approach This study uses a qualitative methodology based on an analysis of 20 semi-structured interviews in a high-tech organization and internal company documents relating to the introduction of a new, centralized ESNS. Findings This study uncovers fundamental differences between Generation X and Y employees regarding their ESNS adoption and use. While Xers take more time to adopt the new centralized ESNS introduced into the company, their use seems in line with the company culture and corporate norms of behavior. At the same time, even if Yers are faster ESNS adopters, they use it as they use Facebook disregarding the hierarchy and organizational boundaries. This creates tensions between Generation X and Y and undermines the formation of the LO. Research limitations/implications As conclusions are specific to a context of a single organization, the authors recommend other case studies, to enrich the findings. Originality/value By highlighting how the use of social networks modifies who has the power and the control over knowledge in an organization, this paper enriches the theory on the LO. It has implications for managers wishing to design LOs in the context of intergenerational diversity.

scholarly journals Problematizing the presentation and reception of political brands

2019 ◽  
Vol 54 (1) ◽  
pp. 190-211 ◽  
Author(s):  
Christopher Pich ◽  
Guja Armannsdottir ◽  
Dianne Dean ◽  
Louise Spry ◽  
Varsha Jain
Keyword(s):  
Conservative Party ◽  
The Political ◽  
Structured Interviews ◽  
Content Type ◽  
Young Voters ◽  
Political Actors ◽  
Brand Meaning ◽  
Elite Interviews ◽  
The Uk ◽  
Internal Stakeholders

Purpose There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this paper is to build an understanding of how political brand messages and values are received and aligned with voter expectations, which in turn shapes the consistency of a political brand. Design/methodology/approach Using an interpretivist perspective, this two-stage approach first focuses on semi-structured interviews with internal stakeholders of the UK Conservative Party and second uses focus group discussions with external stakeholders (voters) of age 18-24 years. Data was collected between 1 December 2014 and 6 May 2015. Findings The findings suggest that the UK Conservative brand had recovered from the “nasty party” reputation. Further, the Conservative brand was perceived as credible, trustworthy and responsible, with positive associations of “economic competence”. However, while the nasty party imagery has declined, the UK Conservative brand continues to face challenges particularly in terms of longstanding negative associations perceived by both internal and external markets. Research limitations/implications It must be acknowledged that all research methods have their own limitations, and acknowledging these will strengthen the ability to draw conclusions. In this study, for example, due to time constraints during the election campaign period, 7 participants supported stage one of the study and 25 participants supported stage two of the study. However, participants from stage one of the study represented all three elements of the UK Conservative Party (Parliamentary, Professional and Voluntary). In addition, the elite interviews were longer in duration and this provided a greater opportunity to capture detailed stories of their life experiences and how this affected their brand relationship. Similarly, participants for stage two focussed on young voters of age 18-24 years, a segment actively targeted by the UK Conservative Party. Practical implications The brand alignment framework can help practitioners illuminate components of the political brand and how it is interpreted by the electorate. The increasing polarisation in politics has made this a vital area for study, as we see need to understand if, how or why citizens are persuaded by a more polarised brand message. There are also social media issues for the political brand which can distort the carefully constructed brand. There are opportunities to evaluate and operationalize this framework in other political contexts. Originality/value The brand alignment model extends current branding theory first by building on an understanding of the complexities of creating brand meaning, second, by operationalizing differences between the brand and how it is interpreted by the electorate, finally, by identifying if internal divisions within the political party pose a threat to the consistency of the brand.

Learnings from implementing telemonitoring – the LITE study

2019 ◽  
Vol 27 (4) ◽  
pp. 346-356 ◽  
Author(s):  
Josephine S.F. Chow ◽  
Veronica Eugenia Gonzalez-Arce ◽  
Andrew Knight ◽  
Nutan Maurya ◽  
Friedbert Kohler
Keyword(s):  
Chronic Disease ◽  
Qualitative Study ◽  
Clinical Outcomes ◽  
Current Literature ◽  
Design Methodology ◽  
Structured Interviews ◽  
Content Type ◽  
Clinician Experiences ◽  
Purposive Sample ◽  
Roll Out

Purpose A recent study on the implementation of telemonitoring has provided an opportunity to explore how telemonitoring could be further developed to enhance better patient, carer and clinician experiences for patients living with chronic disease. The purpose of this paper is to identify the challenges and lessons of the telemonitoring implementation and to identify strategies to inform future implementation. Design/methodology/approach A qualitative study was conducted with a purposive sample using semi-structured interviews to explore their views about the issues identified in the research aims. Interview themes were informed by current literature and the findings from local studies. Interviews were recorded, transcribed verbatim and analyzed thematically. Findings A total of 16 participants were interviewed. Overall the recruitment of 56 percent were from identified potential participants. Five core themes were identified, linking different aspects of the telemonitoring implementation: impact of telemonitoring; implementation and management lessons; program risks; program main changes from beginning; and future strategies and recommendations. Originality/value This study will inform the wider roll out of telemonitoring across the region with the goal of ensuring future interventions achieve better clinical outcomes, patient, carer experience and deliver better value.

Yoga wellness tourism: a study of marketing strategies in India

2019 ◽  
Vol 36 (6) ◽  
pp. 794-805 ◽  
Author(s):  
Ewelina Telej ◽  
Jordan Robert Gamble
Keyword(s):  
Qualitative Methodology ◽  
Methodological Approach ◽  
Marketing Strategies ◽  
Future Research ◽  
Structured Interviews ◽  
Content Type ◽  
Inclusive Concept ◽  
Promotional Strategies ◽  
Marketing Approach ◽  
Yoga Practitioners

Purpose The purpose of this paper is to examine marketing strategies that India is currently applying to promote itself as a competitive yoga destination. Design/methodology/approach The methodological approach consisted of a constructivist research paradigm, a qualitative methodology and an interview-based data collection method. Ten in-depth, semi-structured interviews were conducted with yoga practitioners from various backgrounds and yoga levels who have travelled to India for yoga tourism purposes. Findings The findings determined that interpretation of yoga tourism is crucial in the choice of marketing approach adopted by destinations offering yoga retreats because, as the study has shown, various perceptions of yoga constitute the basis for particular promotional strategies. Research limitations/implications Future research could expand on the sample size and demographics of the current study by investigating, possibly through comparative means, larger groups of more diversified yoga practitioners from different countries or backgrounds. Practical implications It was recommended that India’s tourism marketers re-design their approach concerning an ‘authentic’ yoga experience. Indian destination marketing organisations should target those searching for an authentic yoga experience and use imagery that is realistic. Originality/value The findings of this study have led to the re-positioning of yoga tourism in India, utilising a unique combinative approach in which a more inclusive concept of wellness is juxtaposed against a lack of any religious referencing. It was also revealed that the motivations of yoga tourists are only partially targeted through an undifferentiated strategic marketing approach.

scholarly journals Role of organizational career websites for employer brand development

2019 ◽  
Vol 27 (1) ◽  
pp. 149-168 ◽  
Author(s):  
Priya Gunesh ◽  
Vishwas Maheshwari
Keyword(s):  
Undergraduate Students ◽  
Design Methodology ◽  
Banking Sector ◽  
Structured Interviews ◽  
Employer Branding ◽  
Content Type ◽  
Brand Development ◽  
Employer Brand ◽  
Purposive Sample

PurposeThe paper aims to demonstrate the utilization of banks’ career website for publicizing the employer branding strategy to enable effective strategic talent relationship management through talent attraction, engagement and retention.Design/methodology/approachA qualitative approach using purposive sample comprising HR professionals involving HR directors, reward managers and talent relationship managers, participated in semi-structured interviews.FindingsThis paper provides empirical insights on the use of career websites to disseminate the employer brand. The findings reveal the presence of recruitment orientation career websites across the banking sector. It also conveys HR practitioners’ suggestions for revamping the banks’ career websites to a more screening orientation approach for greater interactivity by both the internal and external talent pools.Research limitations/implicationsThe paper depicts the importance attributed around the utilization of career websites in promoting the employer brand by the HR community across the banking sector. It provides clear insights about the specific contents of career websites to enable sustainable talent attraction, engagement and retention.Originality/valueThis paper provides a qualitative insight to the study of employer branding and career websites. Whereas most previous research on career websites have been of a quantitative nature relying predominantly on fictitious websites, having mostly undergraduate students as research participants. This study contributes enormously to the existing literature and practice by unveiling the perceptions of HR professionals on the dissemination of the employer brand through the career website.

The roles of business partners in corporate brand image co-creation

2018 ◽  
Vol 27 (1) ◽  
pp. 29-40 ◽  
Author(s):  
Minna Törmälä ◽  
Saila Saraniemi
Keyword(s):  
Role Theory ◽  
Brand Image ◽  
Primary Source ◽  
Corporate Brand ◽  
Content Type ◽  
Image Construction ◽  
Business Partners ◽  
Stakeholder Perspective ◽  
Partner Relationships ◽  
Multi Stakeholder

Purpose This study aims to examine the roles of business partners in co-creating a corporate brand image. Design/methodology/approach The study adopts different business partners’ perspectives to analyse corporate brand co-creative actions through a case study within a business-to-business company (B2B SME) context. Interviews with the case company’s manager and key business partners were used as the primary source of empirical data. Findings The study suggests a typology of seven roles which business partners adopt in corporate brand image co-creation: co-innovator, co-marketer, brand specialist, knowledge provider, referee, intermediary and advocate. The study also highlights the management of co-creative relationships in corporate brand image co-creation in the context of business partners. Practical implications This study increases the understanding of the complexities and dynamics related to corporate brand image construction and helps managers size the potential of business partner relationships in corporate branding and manage co-creative brand partner relationships. Originality/value The roles are examined by applying a conceptual framework built by combining branding research in a novel way with the role theory. The study also provides a multi-stakeholder perspective to brand co-creation.

What color is the green entrepreneurship in Turkey?

2016 ◽  
Vol 8 (1) ◽  
pp. 25-44 ◽  
Author(s):  
Çigdem Vatansever ◽  
Korhan Arun
Keyword(s):  
Content Analysis ◽  
Emerging Markets ◽  
Design Methodology ◽  
Qualitative Methodology ◽  
Network Society ◽  
Ecological Modernization ◽  
Structured Interviews ◽  
Content Type ◽  
Green Entrepreneurship

Purpose – The dynamics of an emerging green entrepreneurship can be different in the emerging markets because the nature of the society and relations of business are different. As a result of these differences, green entrepreneurship also has distinguished dimensions and specific motivations. The purpose of this paper is to analyze individual cases of green entrepreneurs to understand local drivers and dynamics from the perspectives of ecological modernization and the network society theories. Design/methodology/approach – Qualitative methodology was followed in which the data were gathered via semi-structured interviews and a content analysis was executed to analyze the data. Findings – Time relativity, relatedness and altruism were found to be the most differentiated factors among other drivers for green entrepreneurs. Originality/value – The theories mentioned that the quality and quantity of entrepreneurs are not enough for the expected results; the society and networks of society also should push or pull. Nevertheless, to explain this, we may say Turkey has its own special dynamics. Heritage or own roots are very important and are observed for all participants. Also not legislation but practice of these legislations is another constraint in front of Turkish entrepreneurs.

Sign in / Sign up

Export Citation Format

Share Document