Branding’s academic–practitioner gap: managers’ views

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Frank Alpert ◽  
Mark Brown ◽  
Elizabeth Ferrier ◽  
Claudia Fernanda Gonzalez-Arcos ◽  
Rico Piehler
Keyword(s):  
Brand Management ◽  
Qualitative Interviews ◽  
Academic Research ◽  
Third Party ◽  
Content Type ◽  
Building Relationships ◽  
Marketing Managers ◽  
Wide Range ◽  
Branding Strategies ◽  
Practical Implications

Purpose This study aims to investigate marketing managers’ views on the existence and nature of the academic–practitioner gap in the branding domain. Design/methodology/approach Using a purposive sampling method, the researchers conduct semi-structured qualitative interviews with 20 experienced marketing managers from a wide range of industries and organisations, whose roles are focussed on the planning, implementation and management of broad marketing and branding strategies. Findings Branding practitioners have little or no contact with academics and their theories-in-use with regard to brand management suggest they do not consider academic research relevant to their work. Research limitations/implications The process of describing and explaining the gap provides valuable insights into bridging the gap; it provides actionable branding strategies that include raising awareness, building relationships, improving the benefits offer and communicating more effectively. Practical implications This research has practical implications for branding academics. The interviewed practitioners confirm the gap, viewing it as academics’ (not practitioners’) problem and responsibility. They characterise it as a branding problem that academics can overcome using branding strategies, to establish themselves as credible sources of branding expertise for practitioners. Key areas for increasing collaboration stem from practitioners’ desire for independent, credible, ethical and timely third-party advice on branding issues; relevant, timely and shorter professional branding education across their organisations; and closer connections with universities to identify new branding talent and ideas. Originality/value To the best of the authors’ knowledge, this paper is the first to empirically examine and recommend solutions to the academic-practitioner gap in the branding domain by studying marketing professionals with branding responsibilities, using in-depth interviews.

Bridging advertising practitioner theories and academic theories on how to communicate effectively with men and women

2019 ◽  
Vol 22 (3) ◽  
pp. 325-343
Author(s):  
Kasey Windels
Keyword(s):  
Design Methodology ◽  
Qualitative Interviews ◽  
Academic Research ◽  
Shared Knowledge ◽  
Future Research ◽  
Men And Women ◽  
Content Type ◽  
Emotional Appeals ◽  
Research Gap ◽  
Practical Implications

Purpose The purpose of this paper is to understand advertising practitioners’ theories on how to communicate effectively with men and women via advertising. Further, comparisons are made between practitioners’ theories and academic research. Design/methodology/approach Qualitative interviews were conducted with 39 US advertising practitioners. Findings Many professionals believed women preferred other-oriented messages, while men preferred self-oriented messages. They believed women were comprehensive processors, while men were less engaged with advertising messages. They believe men preferred slapstick humor and factual messages, while women preferred emotional appeals. Research limitations/implications Comparisons between practitioners’ perspectives and the academic research reveal that practitioners’ theories often correspond to academic theories and empirical data. Relationships with the selectivity hypothesis are explored in depth. Suggestions are made to extend existing theory to test practitioners’ theories. Practical implications This study helps to bridge the academician-practitioner gap, which helps academics understand practitioners, communicate with them and develop shared knowledge. Originality/value This study fills a research gap in understanding practitioners’ theories of how to communicate with men and women. A key contribution of the research is a comparison of practitioner theories with academic research to note points of agreement and disagreement, bridge the gap and offer suggestions for future research.

Shapeholders: managing them as allies, partners and significant constituents

2017 ◽  
Vol 45 (5) ◽  
pp. 41-48 ◽  
Author(s):  
Oleksiy Osiyevskyy ◽  
Vladyslav Biloshapka
Keyword(s):  
Business Models ◽  
Social Activism ◽  
Business Success ◽  
Content Type ◽  
Building Relationships ◽  
The Public ◽  
Short Run ◽  
Common Interests ◽  
The Subject ◽  
Practical Implications

Purpose The authors review the concept of building relationships with Shapeholders,: a broad group of players that have no financial stake in the company yet can substantively influence it. The process for doing this is the subject of a new book by Mark Kennedy, Shapeholders: Business success in the age of social activism. Design/methodology/approach The authors examine Mark Kennedy’s framework for managing the firm’s shapeholders, a model composed of seven basic steps (7A’s): Align with a purpose, Anticipate, Assess, Avert, Acquiesce, Advance common interests, and Assemble to win. Findings Managing corporate reputation in alliance with enlightened shapeholders is a potential defense against self-aggrandizing schemes to wantonly maximize shareholder value in the short run. Practical implications Managing shapeholders is part of the messy democratic process that works when power is apportioned fairly among those affected by a firm’s decisions, and this process underpins the winning business models of true market leaders. Social implications Stakeholders previously discredited as mere “mosquitos” have gained new power, particularly when their legitimate concerns and unfair treatment resonate with the interests of a significant segment of the public and influential shapeholders. Originality/value Shapeholders can create enormous opportunities for smart managers capable of effectively engaging with them.

Interaction, engagement, and perceived interactivity in single-handed interaction

2016 ◽  
Vol 26 (5) ◽  
pp. 1134-1157 ◽  
Author(s):  
Donghee Shin ◽  
Myunggoon Choi ◽  
Jang Hyun Kim ◽  
Jae-gil Lee
Keyword(s):  
Behavioral Intention ◽  
Interaction Techniques ◽  
Content Type ◽  
Thumb Movement ◽  
Wide Range ◽  
Mobile Industry ◽  
Perceived Interactivity ◽  
The Subject ◽  
Definition Of ◽  
Practical Implications

Purpose The purpose of this paper is to examine the effects of interaction techniques (e.g. swiping and tapping) and the range of thumb movement on interactivity, engagement, attitude, and behavioral intention in single-handed interaction with smartphones. Design/methodology/approach A 2×2 between-participant experiment (technological features: swiping and tapping×range of thumb movement: wide and narrow) was conducted to study the effects of interaction techniques and thumb movement ranges. Findings The results showed that the range of thumb movement had significant effects on perceived interactivity, engagement, attitude, and behavioral intention, whereas no effects were observed for interaction techniques. A narrow range of thumb movement had more influence on the interactivity outcomes in comparison to a wide range of thumb movement. Practical implications While the subject of actual and perceived interactivity has been discussed, the issue has not been applied to smartphone. Based on the research results, the mobile industry may come up with a design strategy that balances feature- and perception-based interactivity. Originality/value This study adopted the perspective of the hybrid definition of interactivity, which includes both actual and perceived interactivity. Interactivity effect outcomes mediated by perceived interactivity.

Revisiting the concept of a competitive “cash advantage”

2015 ◽  
Vol 43 (4) ◽  
pp. 38-46 ◽  
Author(s):  
Joseph Calandro, Jr.
Keyword(s):  
Competitive Advantage ◽  
Corporate Strategy ◽  
Academic Research ◽  
Cash Holdings ◽  
Content Type ◽  
Cash Reserves ◽  
Changing Role ◽  
Viable Method ◽  
Practical Implications

Purpose – The purpose of this paper is to profile how ample cash holdings can serve as a competitive advantage by first mitigating the risk of becoming a forced seller during times of distress, and then positioning a firm to take strategic advantage of forced selling and other forms of distress-generated opportunities. Design/methodology/approach – The author reviews the changing role of cash over time in corporate strategy, and how inadequate cash has caused or contributed to corporate failures. Findings – The findings of this paper, which are supported by historical and contemporary examples, are that ample cash reserves can be a powerful source of comparative advantage. Practical implications – This article supports earlier work published in Strategy & Leadership that shows how Graham-and-Dodd-based analysis is a viable avenue of academic research and a viable method with which to assess and formulate corporate strategic initiatives such as mergers and acquisitions, share buy-backs, risk management and, in this case, the strategic uses of cash. Originality/value – This paper offers leaders and financial executives a practical explanation of how ample cash holdings can serve as a competitive advantage.

Ethical listening to employees during a pandemic: new approaches, barriers and lessons

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marlene S. Neill ◽  
Shannon A. Bowen
Keyword(s):  
Mobile Applications ◽  
Feedback Loop ◽  
Ethical Considerations ◽  
Communication Management ◽  
Content Type ◽  
Building Relationships ◽  
Global Pandemic ◽  
Management Professionals ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe purpose of this study was to identify new challenges to organizational listening posed by a global pandemic and how organizations are overcoming those barriers.Design/methodology/approachThe researchers conducted 30 in-depth interviews with US communication management professionals.FindingsCommunication management professionals value listening, but do not always make it the priority that it merits. They listed lack of desire of senior management, time, and trust of employees as barriers to effective organizational listening. The global COVID pandemic has made it more challenging to connect to employees working remotely and to observe nonverbal cues that are essential in communication. Organizations are adapting by using more frequent pulse surveys, video conferencing technology and mobile applications. Most importantly, this pandemic has enhanced moral sensitivity and empathy leading organizations to make decisions based on ethical considerations.Research limitations/implicationsThe researchers examined organizational listening applying employee-organization relationships (EOR) theory and found that trust is essential. Trust can be enhanced through building relationships with employees, ethical listening and closing the feedback loop by communicating how employers are using the feedback received by employees to make a positive change.Practical implicationsCommunication managers need to place a higher priority on listening to employees. Their listening efforts need to be authentic, morally autonomous or open-minded, and empathetic to respect the genuine concerns of employees and how organizational decisions will affect them. Listening is essential to serving as an ethical and effective strategic counselor.Originality/valueThe study examines organizational listening in the context of a global pandemic.

An analysis of Industry 4.0 implementation-variables by using SAP-LAP and e-IRP approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Veepan Kumar ◽  
Ravi Shankar ◽  
Prem Vrat
Keyword(s):  
Industry 4.0 ◽  
Business Environment ◽  
Content Type ◽  
Qualitative And Quantitative ◽  
Wide Range ◽  
Interpretive Ranking Process ◽  
Relevant Variables ◽  
Manufacturing Organization ◽  
Industry Associations ◽  
Practical Implications

PurposeIn today’s uncertain business environment, Industry 4.0 is regarded as a viable strategic plan for addressing a wide range of manufacturing-related challenges. However, it appears that its level of adoption varies across many countries. In the case of a developing economy like India, practitioners are still in the early stages of implementation. The implementation of Industry 4.0 appears to be complex, and it must be investigated holistically in order to gain a better understanding of it. Therefore, an attempt has been made to examine the Industry 4.0 implementation for the Indian manufacturing organization in a detailed way by analyzing the complexities of relevant variables.Design/methodology/approachSAP-LAP (situation-actor-process and learning-action-performance) and an efficient interpretive ranking process (e-IRP) were used to analyze the various variables influencing Industry 4.0 implementation. The variables were identified, as per SAP-LAP, through a thorough review of the literature and based on the perspectives of various experts. The e-IRP has been used to prioritize the selected elements (i.e. actors with respect to processes and actions with respect to performance) of SAP-LAP.FindingsThis study ranked five stakeholders according to their priority in Industry 4.0 implementation: government policymakers, industry associations, research and academic institutions, manufacturers and customers. In addition, the study also prioritized important actions that need to be taken by these stakeholders.Practical implicationsThe results of this study would be useful in identifying and managing the various actors and actions related to Industry 4.0 implementation. Accordingly, their prioritized sequence would be useful to the practitioners in preparing the well-defined and comprehensive strategic roadmap for Industry 4.0.Originality/valueThis study has adopted qualitative and quantitative approaches for identifying and prioritizing different variables of Industry 4.0 implementation. This, in turn, helps the stakeholder to comprehend the concept of Industry 4.0 in a much simpler way.

Exploring lack of closure as a brand transgression

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jacqueline Burgess ◽  
Christian Jones
Keyword(s):  
Brand Equity ◽  
Thematic Analysis ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Management ◽  
Negative Word ◽  
Television Series ◽  
Content Type ◽  
Brand Transgression ◽  
Practical Implications

Purpose This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series, Wanted, constituted a brand transgression. Design/methodology/approach Comments on posts about Wanted from social media accounts associated with the series were downloaded and analysed using thematic analysis informed by non-participatory netnography. Findings Audiences found the ambiguous ending of Wanted season two disappointing and it did not fulfil implied promises and their expectations, which fits the description of a brand transgression, and so they engaged in behaviours indicative of a brand transgression such as spreading negative word of mouth online. The ambiguous ending could have been a cliff-hanger to lead into a third season that was not guaranteed when the final episode aired, or the ending for the entire series. Although a third season was eventually made and positively received by audiences, viewer numbers declined by nearly a third, illustrating the importance of brand management for narrative brands. Practical implications This research has implications for the creators of television series, particularly if they do not know if it will be renewed. Not providing audiences with their expected closure can constitute a brand transgression and damage the narrative brand’s residual brand equity and potential earnings from streaming or a revival at a later date. Originality/value Prior research has focused on audiences’ responses to definitive endings, rather than ambiguous endings, which is the focus of this research. Furthermore, narrative brands are still an under-researched context.

Open Access Publishing, academic research and scholarly communication

2015 ◽  
Vol 39 (5) ◽  
pp. 637-648 ◽  
Author(s):  
Robin Osborne
Keyword(s):  
Open Access ◽  
Best Practice ◽  
Academic Research ◽  
Open Access Publishing ◽  
Free Access ◽  
Content Type ◽  
The Difference ◽  
Research Councils ◽  
Practical Implications ◽  
Wrong Place

Purpose – The purpose of this paper is to explore the difference between Open Access and accessibility, to argue that accessibility is the most crucial feature, and to suggest some ways in which Open Access militates against accessibility. Design/methodology/approach – Analysis of best practice by journals and monograph publishers is used to highlight the degree to which accessibility is enhanced by input from readers and editors. The expense of this, both real and hidden, is shown to be compatible only with difficulty with publishing methods where keeping costs low is essential, and Open Access alternatives that make available manuscripts “as submitted” are shown to make available less accessible scholarship. Findings – Scholarship is markedly improved by referees and editors; the emphasis needs to be put on making available the most accessible scholarship, not on making more scholarship available. Practical implications – Journals and publishers should concentrate on, and research councils and similar bodies insist upon, ensuring high quality critical review and editing, not cost-free access. Originality/value – The debate on Open Access has put its emphasis in the wrong place. Rather than easier access to more scholarship, increased resource devoted to pre-publication review, revision and editing is the most important development to ensure the greatest advances in research and scholarship.

Toward better theory on the relationship between commitment, participation and leadership in unions

2012 ◽  
Vol 33 (8) ◽  
pp. 715-731 ◽  
Author(s):  
Gregor Gall ◽  
Jack Fiorito
Keyword(s):  
Design Methodology ◽  
Academic Research ◽  
Critical Assessment ◽  
Future Research ◽  
Research Needs ◽  
Union Commitment ◽  
Content Type ◽  
Extant Literature ◽  
The Relationship ◽  
Practical Implications

PurposeThe aim of this paper is to give a critique of the extant literature on union commitment and participation in order to develop remedies to identified weaknessesDesign/methodology/approachThe paper uses a critical assessment of extant literature.FindingsA number of critical deficiencies exist in the literature to which remedies are proposed.Research limitations/implicationsThe remedies need testing through empirical research.Practical implicationsFuture research needs to have different research foci and questions.Social implicationsWith a reorientation of future research on union commitment, participation and leadership, unions may be better able to benefit from academic research in the area.Originality/valueThe paper suggests that a reorientation of future research on union commitment, participation and leadership will allow more incisive and more robust contributions to be made to understanding unions as complex social organisms.

Energy consultants calculating sustainability for residential buildings

Facilities ◽  
2019 ◽  
Vol 37 (11/12) ◽  
pp. 825-838 ◽  
Author(s):  
Roger Andre Søraa ◽  
Håkon Fyhn ◽  
Jøran Solli
Keyword(s):  
Design Process ◽  
Energy Efficient ◽  
Design Methodology ◽  
Residential Buildings ◽  
Qualitative Interviews ◽  
Implementation Process ◽  
Building Sector ◽  
Content Type ◽  
Practical Implications

PurposeThis paper aims to investigate the role of a particular energy calculator in enhancing the energy efficiency of existing homes by asking how this calculator was developed and how it is domesticated by craftspeople working as energy consultants.Design/methodology/approachThe study is based on qualitative interviews with users and producers of the energy calculator (n= 22), as well as participation in energy consultation training.FindingsThe paper finds that, in the energy calculator, there is a striking lack of connection between the domestication and script because of lack of energy consultants’ involvement in the design and implementation process.Practical implicationsThe enrolment of energy consultants as energy calculator users earlier in and throughout the design process could be valuable in making the transition to an energy-efficient and environmentally friendly building sector.Social implicationsThe paper argues for recognition of the role of energy consultants, especially craftspeople, as participants in the design process for tools of governance. This is a call to acknowledge the value of particular skills and experiences possessed by craftspeople doing home consultation.Originality/valueBy understanding the intricate developer–user synchronicity in tools developed for upgrading the building sector, energy mitigation can be made more effective.

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