scholarly journals An investigation of the uses of corporate reputation

2016 ◽  
Vol 19 (3) ◽  
pp. 357-376 ◽  
Author(s):  
Chen-Chu Matilda Chen ◽  
Bang Nguyen ◽  
T.C. Melewar
Keyword(s):  
Pharmaceutical Industry ◽  
Value Creation ◽  
Corporate Reputation ◽  
Brand Image ◽  
Corporate Communication ◽  
Three Dimensions ◽  
Firm Level ◽  
Content Type ◽  
Strategic Resources ◽  
Underlying Mechanisms

Purpose The purpose of this paper is to develop a conceptual model that examines the underlying mechanisms of the link between the uses of corporate reputation and brand image strategy, from the corporate communication perspective. The paper incorporates three kinds of uses of corporate reputation: value creation, strategic resources and corporate communication. Design/methodology/approach Using a qualitative approach, in-depth interviews were conducted with top executives in the pharmaceutical industry in Taiwan to investigate the effects of the uses of corporate reputation on brand image strategy from the managerial perspective. Findings Findings provide richness into forming the basis for developing a framework of the uses of reputation, with implications for managers and academics alike. The qualitative findings generally showed that three dimensions of the uses of corporate reputation (i.e. value creation, strategic resources and corporate communication) are applicable to managers’ brand image strategy implementation. For the Taiwanese pharmaceutical industry, the research highlights that value creation herein pertains to the value created for the firm, as cost/sacrifice value, symbolic/expressive value and experience/hedonic value. Originality/value Reputation is one of the most important concerns for pharmaceutical firms, as it develops and builds trust with key stakeholders. However, in the pharmaceutical industry context, the application and uses of corporate reputation is little researched. A need exists for research that examines the effects of the uses of corporate reputation at the firm level. This paper fills this important gap in developing a conceptual framework for the uses of corporate reputation in the pharmaceutical industry. In addition, most studies on the uses of corporate reputation in pharmaceuticals are in the contexts of Western countries, thus limiting the generalisablility. Taiwan is the context for the present study.

Relational capital quality and client loyalty: firm-level evidence from pharmaceuticals, Pakistan

2016 ◽  
Vol 23 (1) ◽  
pp. 43-60 ◽  
Author(s):  
Shujaat Mubarik ◽  
VGR Chandran ◽  
Evelyn S Devadason
Keyword(s):  
Pharmaceutical Industry ◽  
Client Satisfaction ◽  
Three Dimensions ◽  
Relational Capital ◽  
Firm Level ◽  
Data Set ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Pharmaceutical Firms

Purpose – This study aims to examine the influence of relational capital quality on client loyalty, comprising both behavioral and attitudinal, in the pharmaceutical industry of Pakistan. Design/methodology/approach – The partial least squares technique is used to test the relationship using a sample of 111 pharmaceutical firms. We applied a non-parametric procedure, the bootstrapping method, to estimate the coefficient path of the relationships. Appropriate construct measures were used based on past studies to measure the dimensions of relational capital quality and client loyalty. Findings – The findings suggest that relational capital quality significantly affects client loyalty. All three dimensions of relational capital quality, commitment, satisfaction and trust, have a significant and positive influence on both attitudinal and behavioral loyalty. However, client satisfaction is found to exert the strongest impact on behavioral and attitudinal loyalty. Practical implications – It is important for the pharmaceutical firms in Pakistan to improve client satisfaction to establish behavioral loyalty and sustain their clientele base. Trust and commitment should be managed independently, depending on the focus of firms, either attitudinal loyalty or behavioral loyalty. Originality/value – This study is among the few that was able to empirically examine the role of various dimensions of relational capital quality in influencing clients’ attitudinal and behavioral loyalty. In addition, the study uses a new firm-level data set, compiled from a survey of the pharmaceutical industry in Pakistan, which is currently facing challenges in terms of customer–supplier sensitivity.

Determining the structure of pharmaceutical industry in Iran

2019 ◽  
Vol 13 (1) ◽  
pp. 101-115
Author(s):  
Sara Emamgholipour ◽  
Lotfali Agheli
Keyword(s):  
Pharmaceutical Industry ◽  
Economies Of Scale ◽  
Monopolistic Competition ◽  
Pharmaceutical Market ◽  
Data Availability ◽  
Market Demand ◽  
Firm Level ◽  
Content Type ◽  
Measure Concentration ◽  
Pharmaceutical Industries

Purpose As the pharmaceutical industry is one of the key sectors of the health-care system, the identification of its structure is of particular importance. This paper aims to determine the structure of the pharmaceutical industry in Iran to provide appropriate solutions for pricing and regulation by policymakers. Iran is a growing pharmaceutical market with over $4bn in sales, so the supply side needs to be examined to meet the domestic consumption. Design/methodology/approach This research is a descriptive and retrospective analytical study which examines the Iranian pharmaceutical industry through library studies and using pharmaceutical data of the country’s Food and Drug Administration during 1992-2016. Due to data availability in firm level, the concentration ratio of N leading firms and the Herfindahl–Hirschman index are used to measure the concentration of the pharmaceutical market in 2014 and 2016. Findings The results show that pharmaceutical manufacturing, importing companies and distributing companies play roles in monopolistic competition market, loose oligopoly market and oligopoly market, respectively. For all companies, the magnitudes of Herfindahl–Hirschman indices indicate non-competitive settings. As a result, these companies set their own prices, and market demand affects their sales. In addition, demand for medicines is shaped in the form of supply-induced demand. Research limitations/implications This research was accomplished with no computational limitation. However, it was confined to only one country, one industry and the mentioned period of study. Practical implications The pharmaceutical manufacturers have no influence on medicine prices, and government pricing regulations lessen the market power of such market agents. However, the easy entry to and exit from market stimulate producers to participate in manufacturing activities. The pharmaceutical importers may expand their imports in response to entry new actors; however, the new entrants weaken the coordination on pricing decisions. Social implications As pharmaceutical distributers act in an oligopoly market, they can collude, reduce competition and lower the welfare of pharmaceutical consumers. In such conditions, high investment requirements and economies of scale may discourage the entry of new firms. Originality/value Although there are various studies on market structure in non-pharmaceutical industries, this study is a new effort to measure concentration in the Iranian pharmaceutical market and to determine its structure.

scholarly journals Emergence of cultural intelligence and global mindset capital: a multilevel model

2016 ◽  
Vol 24 (2) ◽  
pp. 106-122 ◽  
Author(s):  
Jase R. Ramsey ◽  
Amine Abi Aad ◽  
Chuandi Jiang ◽  
Livia Barakat ◽  
Virginia Drummond
Keyword(s):  
Multilevel Model ◽  
Cultural Intelligence ◽  
The Other ◽  
Global Mindset ◽  
Firm Level ◽  
Content Type ◽  
Individual Level ◽  
Other Hand ◽  
Underlying Mechanisms ◽  
Conceptual Study

Purpose The purpose of this paper is to establish under which conditions researchers should use the constructs cultural intelligence (CQ) and global mindset (GM). The authors further seek to understand the process through which these constructs emerge to a higher level and link unit-level knowledge, skills and abilities (KSAs) capital to pertinent firm-level outcomes. Design/methodology/approach This paper is a conceptual study with a multilevel model. Findings This paper differentiates two similar lines of research occurring concordantly on the CQ and GM constructs. Next, the authors develop a multilevel model to better understand the process through which CQ and GM emerge at higher levels and their underlying mechanisms. Finally, this paper adds meaning to the firm-level KSAs by linking firm-level KSAs capital to pertinent firm-level outcomes. Research limitations/implications The conclusion implies that researchers should use CQ when the context is focused on interpersonal outcomes and GM when focused on strategic outcomes. The multilevel model is a useful tool for scholars to select which rubric to use in future studies that have international managers as the subjects. The authors argue that if the scholar is interested in an individual’s ability to craft policy and implement strategy, then GM may be more parsimonious than CQ. On the other hand, if the focus is on leadership, human resources or any other relationship dependent outcome, then CQ will provide a more robust measure. Practical implications For practitioners, this study provides a useful tool for managers to improve individual-level commitment by selecting and training individuals high in CQ. On the other hand, if the desired outcome is firm-level sales or performance, the focus should be on targeting individuals high in GM. Originality/value This is the first theoretical paper to examine how CQ and GM emerge to the firm level and describe when to use each measure.

The effect of effectuation and causation approach on entrepreneurial orientation in the presence of leader dominance and self-efficacy

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ma Jun ◽  
Fitri Rini Ariyesti ◽  
Sumran Ali ◽  
Peng Xiaobao
Keyword(s):  
Entrepreneurial Orientation ◽  
Self Efficacy ◽  
Scale Up ◽  
Chief Executive ◽  
Three Dimensions ◽  
Chinese Firms ◽  
Strategic Manoeuvring ◽  
Firm Level ◽  
Content Type ◽  
Leader Traits

Purpose Entrepreneurial orientation (EO) has witnessed a daunting rise in firm-level practices; to some extent, it has been augmented by the factors such as globalization and technological shift. The wide variety of literature has explained the importance of EO for firm performance. However, it has not yet been explored at a firm-level the approaches of causation and effectuation through the prism of leader traits such as leader dominance and self-efficacy as administrative ability and EO as strategic manoeuvring with strategic decisions obliged as a spin of firms. Design/methodology/approach The authors used the quantitative method to analyse the proposed relationships. For this reason, the authors targeted the Chinese firms to collect the data through the semi-structured survey from December 2020 to March 2021 and contributed to the literature by investigating 480 valid responses of leaders from Chinese firms. Findings The findings support the incorporated view of causation and effectuation on EO, which serve as vital strategic manoeuvring along with leader traits for firm stability and growth. Practical implications This study assists the decision-makers (including the top management team, Chief Financial Officer and Chief Executive Officer choose the particular approach (effectual or causal) to create the new venture/new product/new process or scale up the existing firm on another level for optimal benefits by considering their existing resources. Originality/value EO is a unidirectional process with three dimensions: innovativeness, proactiveness and risk-taking that could directly favour the firm by considering the well-known approaches (effectuation and causation) in crisis circumstances (like Covid-19). These approaches help the executives enhance their firm’s performance and maintain its sustainability and stability in crisis conditions by effectively using the available resources within its boundaries.

University brand image as competitive advantage: a two-country study

2019 ◽  
Vol 33 (2) ◽  
pp. 234-251
Author(s):  
Swati Panda ◽  
Satyendra C. Pandey ◽  
Andrea Bennett ◽  
Xiaoguang Tian
Keyword(s):  
Service Quality ◽  
Competitive Advantage ◽  
Student Satisfaction ◽  
Brand Image ◽  
Mediating Effect ◽  
Three Dimensions ◽  
Content Type ◽  
University Reputation ◽  
The Usa ◽  
University Brand

Purpose Given the competitive landscape in the higher education setting, it is important that universities adopt strategies that create competitive advantage for them. Universities must leverage their resources efficiently to address this goal. Creating a positive brand image is one such strategy. The purpose of this paper is to conceptualize university brand image as its heritage, service quality and trustworthiness and investigate their relationship with student’s satisfaction. It also investigates the role of university reputation as a mediating variable. Design/methodology/approach Data were collected through a mixed method approach. The first stage involved qualitative interviews and focused group discussions with students to understand the factors responsible for student satisfaction with their respective universities. The second stage involved administering a survey questionnaire in two geographies – the USA and India to investigate the hypothesized relationship. The authors use regression analyses to test these relationships. Findings Findings indicate that a distinct brand image plays an important role in students’ level of satisfaction across both the USA and India. Service quality has a greater impact on student satisfaction levels across both contexts (as compared to university heritage and trustworthiness). The authors also find a positive mediating effect of university reputation in the relationship between university brand image and student satisfaction levels. Originality/value The current research contributes to the services marketing literature in the university context. It offers a framework for decision making in universities. It suggests that universities must work toward developing their brand image by focusing on its three dimensions – heritage, trustworthiness and service quality.

Corporate reputation and retail bank selection: the moderating role of brand image

2019 ◽  
Vol 48 (2) ◽  
pp. 109-127 ◽  
Author(s):  
Bedman Narteh ◽  
Mahama Braimah
Keyword(s):  
Service Provider ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Banking Sector ◽  
Brand Image ◽  
Retail Banking ◽  
Content Type ◽  
The Relationship ◽  
Moderating Role

Purpose Even though scholars have proposed multiple dimensions to measure corporate reputation, the relationship between these dimensions and service provider selection has received a dearth of research. Moreover, the moderating role of brand image on this relationship has hardly been considered. The purpose of this paper is to fill these gaps in the literature. Design/methodology/approach The study employed a quantitative approach, collecting data from 540 retail bank customers using surveys. Results were analyzed using structural equation modelling in AMOS. Findings The study found out that emotional engagement, corporate performance, customer centricism and service quality directly predicted customer selection of retail banks in Ghana. The results further indicated that brand image moderates the relationship between social and ethical engagement, which was not directly significant and bank selection. Practical implications The findings of the study indicate that some of the dimensions of corporate reputation have a direct impact on bank selection by customers, and that brand image could also be used to improve social and ethical dimension of corporate reputation to ensure bank selection by retail customers. The study thus provides practical guidelines for managing corporate reputation to achieve retail bank selection in Ghana. Originality/value The paper provides support to some of the prior studies on corporate reputation in the retail banking sector. Thus, the study provides useful insights into how corporate reputation can be managed to ensure service provider selection by retail bank customers.

scholarly journals A literature review on the causality between sustainability and corporate reputation

2020 ◽  
Vol 31 (2) ◽  
pp. 406-430 ◽  
Author(s):  
Ana Maria Gomez-Trujillo ◽  
Juan Velez-Ocampo ◽  
Maria Alejandra Gonzalez-Perez
Keyword(s):  
Literature Review ◽  
Corporate Reputation ◽  
Corporate Strategy ◽  
Social Issues ◽  
Research Question ◽  
Reputation Management ◽  
Future Research ◽  
Firm Level ◽  
Global Networks ◽  
Content Type

PurposeThe purpose of this paper is to summarize previous research findings of the relationship between reputation and sustainability at the firm level.Design/methodology/approachThis research uses a systematic literature review of 306 retrieved articles that matched the search criteria. After applying filters and narrowing the sample to a total of 156 articles of a 19-year period (2000–2019) that were finally content analyzed for this study in order to identify sources, authors, theories, methodologies, and opportunities for future research.FindingsFindings demonstrate that in most of the cases, sustainability appears to be an antecedent of corporate reputation and a tool to enhance stakeholders' acceptance and perceptions on companies' activities.Practical implicationsThe study shows the potential of sustainability reporting as a tool to enhance corporate reputation; moreover, it also discussed the likely effect of sustainability over brand equity. This research confirms the importance of having strategic management of both corporate sustainability and reputation management. Including both reputational management and sustainability in the corporate strategy can be a potential source to create value, protect against difficulties and liabilities, and maximize business survival.Social implicationsFor business, establishing clear positions in relation to environmental and social issues, building collaborative global networks and authentic local relations, giving signals that reaffirm business purposes with all stakeholders, and adhering to the sustainable development agenda enhance positive corporate reputation.Originality/valueIn addition to answering the stated research question and in fact filling a gap in the literature, this study led us to identify 25 research questions classified in seven different areas (measurement and scales; causes and effects; longitudinal studies; geographical contexts; theory building; digital as a novel environment; and new actors and institutions).

scholarly journals Champagne: the challenge of value co-creation through regional brands

2019 ◽  
Vol 31 (2) ◽  
pp. 203-220 ◽  
Author(s):  
Martin Kunc ◽  
David Menival ◽  
Steve Charters
Keyword(s):  
Value Creation ◽  
Shared Resources ◽  
Market Positioning ◽  
Content Type ◽  
External Resources ◽  
Strategic Resources ◽  
Special Cases ◽  
Wine Region ◽  
The Impact

PurposeThe traditional view of the process of value creation suggests that it occurs inside the firm through its activities or resources. However, there are special cases where firms create value using external shared resources, e.g. a territorial brand. The purpose of this study is to demonstrate how the combination of both internal and external resources co-create value in wine regions.Design/methodology/approachAn in-depth case study of nine firms covering different co-creation processes in Champagne, France. The selection of interviews was designed to cover the diversity of firms within the area with different market positioning. Most firms in the region have been selling champagne for more than 50 years, so they have established long-standing relationships with their markets.FindingsWhile there is only one value, Champagne, firms create many different values based on owners’ perceptions with diverse effects on the process of value co-creation in the territorial brand. Some firms have strategies which could deteriorate the value of shared resource. This threat needs institutional changes with unknown consequences on the territorial brand.Research limitations/implicationsThe research only involved one case study with a highly developed territorial brand system. There are multiple wine regions that have considered managing either implicitly or explicitly their shared strategic resources (e.g. a territorial brand). Consequently, the findings may not be applicable to all wine regions but it can provide a “gold standard” for regions and wineries that do not realize the impact that their value creation actions can have on the wine region.Practical implicationsCollective management of shared strategic resources, such as a territorial brand, can be a powerful action to sustain competitive advantage rather than individual actions to develop individual brands. However, it can work only with an institutional organization managing the collective process.Originality/valueThe paper offers lessons from a comprehensive and well-known case study where resource bundles co-create value with a territorial brand.

From strategic corporate social responsibility to value creation: an analysis of corporate website communication in the banking sector

2020 ◽  
Vol 38 (7) ◽  
pp. 1529-1552 ◽  
Author(s):  
Maria Palazzo ◽  
Agostino Vollero ◽  
Alfonso Siano
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Value Creation ◽  
Banking Sector ◽  
Three Dimensions ◽  
Insurance Companies ◽  
Content Type ◽  
Corporate Websites ◽  
Business Goals ◽  
Corporate Social

PurposeIncreased public scrutiny and stakeholder pressure have given more importance to strategic corporate social responsibility (SCSR) and its three dimensions – orientation, process and value creation. At the same time, they provide banks the inspiration needed to pursue business goals, attain positive performances and communicate their social responsibility efforts. This paper analyses whether and how companies in the banking sector use corporate websites to communicate SCSR dimensions.Design/methodology/approachA content analysis was performed based on the corporate websites of leading banks included in the Dow Jones Sustainability World Index and the Hang Seng Corporate Sustainability Index to assess the prominence of SCSR communication.FindingsThe study shows that banks give less prominence to SCSR on corporate websites differently from companies belonging to other sectors, as they are less likely to expose their orientation to SCSR and pay slightly less attention to value creation than other companies.Practical implicationsThe paper provides theoretical insights into SCSR dimensions and how they are communicated on corporate websites. From a practical standpoint, the study provides guidance for managers in the banking sector aimed at improving their communication efforts, avoiding decoupling issues and adopting a consistent value creation perspective.Originality/valueFew studies have used a value creation perspective to differentiate between the dimensions of a SCSR approach. The paper fills this gap by assessing the communication efforts adopted by banks and insurance companies in this area.

Social media communication strategies

2016 ◽  
Vol 30 (5) ◽  
pp. 490-503 ◽  
Author(s):  
Paola Barbara Floreddu ◽  
Francesca Cabiddu
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Communication Strategies ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Systematic Research ◽  
Media Communication ◽  
Content Type ◽  
Social Media Communication ◽  
The Relationship

Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature, this paper aims to contribute to this gap in the research in two main ways. First identifying which social media communication strategy is more effective with contrasting levels of reputations; second, analyzing the differences between high- and low-reputation companies with respect to their ability to use corporate communication. Design/methodology/approach This paper uses a longitudinal explorative multiple-case study and theoretical sampling. The research setting is the Italian insurance context. The focus of this analysis on one medium, Facebook, because it is the most exploited in the context of the Italian insurance sector. Findings Six complementary social media communication strategies were identified: egocentric, conversational, selective, openness, secretive and supportive. The results also reveal distinct ways in which high-, medium- and low-reputation companies’ utilize the six complementary strategies of communications. Research limitations/implications The study is based on a single industry and on one single geographical market, and care should thus be taken in generalizing the findings to other contexts. Therefore emerges the opportunity to broaden this research to other similar service sector, such as banking, to assess and generalize the results obtained. In addition, a possible direction of research, especially from a methodological standpoint, should investigate companies from different countries. Such a comparative study would examine in depth whether and to what extent the institutional framework may impact on communication strategies implemented by companies. This study only analyzed one social media (Facebook); hence, we cannot draw firm conclusions about what may constitute a successful social media communication strategy. Practical implications From this study, managers can learn how to combine the six communication strategies to have an effective impact on the corporate reputation. They can also learn how the number of interactions and the time taken to respond to questions from customers improve the corporate reputation and provide communication that is more effective. Originality/value This research extends the previous literature on corporate reputation and corporate communication, showing the relationship between them in a social media context and providing different strategies of managing this combination.

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