Keeping It Real or Bridging the Gap? Brand Positioning of U.S. Sport Teams in Germany and China

2021 ◽  
pp. 1-13
Author(s):  
Anton Behrens ◽  
Yanxiang Yang ◽  
Sebastian Uhrich
Keyword(s):  
Customer Orientation ◽  
Team Sport ◽  
International Markets ◽  
Target Market ◽  
Brand Positioning ◽  
Local Adaptations ◽  
Foreign Brand ◽  
Sport Teams ◽  
Underlying Mechanisms ◽  
The U.S

Professional team sport brands are increasingly striving to conquer markets abroad. However, little is known about promising brand positioning strategies in international markets. In the context of U.S. team sport brands’ efforts to attract satellite fans in two different target markets (i.e., Germany and China), this research uses three experimental online studies to test the relative effects of two foreign brand positioning strategies (purely foreign vs. locally integrated foreign) on satellite fans’ attitudes toward the strategy and brand interaction intentions. Findings suggest that fans’ responses depend on the target market. While German fans respond more favorably to purely foreign brand positioning, Chinese fans prefer local adaptations of the U.S. brands to Chinese customs. These diverse effects can be explained by different underlying mechanisms: purely foreign brand positioning increases perceptions of authenticity among German fans, while locally integrated foreign brand positioning increases perceived customer orientation and pride among Chinese fans.

scholarly journals Stakeholders’ perceptions and reputational antecedents

2015 ◽  
Vol 12 (3) ◽  
pp. 314-329 ◽  
Author(s):  
S. M. Riad Shams
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Target Market ◽  
Brand Positioning ◽  
Case Study Approach ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Study Approach ◽  
The Impact

Purpose – It is recognised that reputation is a relational construct; however the impact of stakeholders’ various relational dimensions on their perceptions to influence reputation is not widely understood. The purpose of this paper is to add to the current understanding of stakeholders’ relationships, interactions, their subsequent relational dimensions and its impact on stakeholders’ perceptions to further influence relational reputation. Design/methodology/approach – This paper takes a case study approach. Findings – The findings of this study recognise the impact of relationship marketing (RM) on the influence of stakeholders’ perceptions. It discusses how RM substantiate the pertinent authenticity (symbolises reputation), relevance and differentiation (represent brand positioning) of an organisation’s profile and/or their market offerings, in relation to the interest of the target market through the cause and consequence of stakeholder relationships and interactions to influence their perceptions. The findings acknowledge 11 RM dimensions that have relational implications to nurture stakeholders’ perceptions and subsequent relational reputation, which appear viable across industries and markets. Originality/value – Underlying the cause and consequence of stakeholder relationships and interactions; these 11 RM dimensions emerge as antecedents to form/reform relational reputation. Further academic and professional implications of the findings are briefly discussed.

Internal and external search strategies of innovative firms: the role of the target market

2018 ◽  
Vol 24 (3) ◽  
pp. 495-518 ◽  
Author(s):  
Guillermo Ruiz-Pava ◽  
Clemente Forero-Pineda
Keyword(s):  
International Markets ◽  
Search Strategies ◽  
Local Market ◽  
Target Market ◽  
Local Markets ◽  
Content Type ◽  
Innovative Firms ◽  
External Sources ◽  
Internal Sources

Purpose This paper aims to develop the concept of internal search of ideas to show the contrast between search strategies adopted by firms that introduce new products into local and international markets. Design/methodology/approach Based on data from 2,652 innovative firms, the paper uses factor analysis to explore and confirm appropriate groups of sources of innovative ideas. The analysis differentiates between internal and two types of external sources. Logistic and bivariate regressions reveal different search strategies for innovation in local and international markets. Findings Firms reporting products new to international markets exhibit search strategies combining ideas from internal sources with ideas from other firms. Firms reporting products new to local market reveal a search strategy centered on ideas from other firms. Practical implications Managers and policymakers wishing to promote innovations for international markets should concentrate their resources on developing the organizations’ capacity to generate ideas internally while monitoring other firms’ ideas. Managers targeting local markets may focus their efforts on intelligence over ideas coming from other firms. Originality/value Clarifying the relationship between knowledge and ideas, the paper finds that search strategies of firms are more effective for innovation depending on the target market. Firms searching for ideas among other firms generate ideas that might trigger innovation in products new to local markets. Firms searching both for internal and external ideas generate ideas leading to products new to international markets.

scholarly journals Mechanisms for an Amplified Precipitation Seasonal Cycle in the U.S. West Coast under Global Warming

2019 ◽  
Vol 32 (15) ◽  
pp. 4681-4698 ◽  
Author(s):  
Lu Dong ◽  
L. Ruby Leung ◽  
Jian Lu ◽  
Fengfei Song
Keyword(s):  
West Coast ◽  
Seasonal Cycle ◽  
Hydrological Cycle ◽  
Coupled Model ◽  
Wet Season ◽  
Thermal Contrast ◽  
Budget Analysis ◽  
The Mean ◽  
Underlying Mechanisms ◽  
The U.S

Abstract The mean precipitation along the U.S. West Coast exhibits a pronounced seasonality change under warming. Here we explore the characteristics of the seasonality change and investigate the underlying mechanisms, with a focus on quantifying the roles of moisture (thermodynamic) versus circulation (dynamic). The multimodel simulations from phase 5 of the Coupled Model Intercomparison Project (CMIP5) show a simple “wet-get-wetter” response over Washington and Oregon but a sharpened seasonal cycle marked by a stronger and narrower wet season over California. Moisture budget analysis shows that changes in both regions are predominantly caused by changes in the mean moisture convergence. The thermodynamic effect due to the mass convergence of increased moisture dominates the wet-get-wetter response over Washington and Oregon. In contrast, mean zonal moisture advection due to seasonally dependent changes in land–sea moisture contrast originating from the nonlinear Clausius–Clapeyron relation dominates the sharpened wet season over California. More specifically, the stronger climatological land–sea thermal contrast in winter with warmer ocean than land results in more moisture increase over ocean than land under warming and hence wet advection to California. However, in fall and spring, the future change of land–sea thermal contrast with larger warming over land than ocean induces an opposite moisture gradient and hence dry advection to California. These results have important implications for projecting changes in the hydrological cycle of the U.S. West Coast.

Exploring Brand Positioning in a Sponsorship Context: A Correspondence Analysis of the Dew Action Sports Tour

2008 ◽  
Vol 22 (6) ◽  
pp. 734-761 ◽  
Author(s):  
Mauricio Ferreira ◽  
Todd K. Hall ◽  
Gregg Bennett
Keyword(s):  
Correspondence Analysis ◽  
Soft Drink ◽  
Demographic Characteristics ◽  
Target Market ◽  
Brand Positioning ◽  
Action Sports ◽  
Managerial Implications ◽  
The Cross ◽  
Tabulated Data ◽  
Target Markets

In this study, we used correspondence analysis (Greenacre, 1984; Hoffman & Franke, 1986) to examine connections between the title sponsor, brand competitors, and consumer targets exposed to a sponsorship. Demographic characteristics and self-reported use of 20 soft drink brands were collected from 1,138 attendees of four of the five inaugural events of the Dew Action Sports Tour. The analyses consisted of decomposing the cross-tabulated data into latent dimensions and graphically portraying brands and consumer targets in joint preference maps. Results revealed that consumers differentiated the 20 soft drink brands based on two latent dimensions: energy/diet and convenience. Furthermore, based on proximity of the target market to the title sponsor in the maps, it appears that Mountain Dew has been relatively effective in positioning the brand for key target markets in only one of the four cities examined. Theoretical and managerial implications of the findings are discussed.

The “reverse” weekend effect: the U.S. market versus international markets

2003 ◽  
Vol 12 (3) ◽  
pp. 267-286 ◽  
Author(s):  
Jorge Brusa ◽  
Pu Liu ◽  
Craig Schulman
Keyword(s):  
International Markets ◽  
Weekend Effect ◽  
The U.S

Deployment Experiences and Suicidal Behaviors Related to Interpersonal Violence Perpetration Among Army National Guard Soldiers

2020 ◽  
Vol 35 (6) ◽  
pp. 841-860
Author(s):  
James Griffith ◽  
Craig J.Bryan
Keyword(s):  
Interpersonal Violence ◽  
Suicide Attempts ◽  
National Guard ◽  
Combat Trauma ◽  
Suicidal Behaviors ◽  
Army National Guard ◽  
Violence Perpetration ◽  
Ipv Perpetration ◽  
Underlying Mechanisms ◽  
The U.S

An issue of major policy interest in the U.S. military has been interpersonal violence (IPV), especially relative to the frequent and lengthy deployments of U.S. service members to Iraq and Afghanistan. Lacking, however, are estimates of perpetrators of IPV, in particular, for reservists who have been 30% of the ground combat force. In the present study, Army National Guard soldiers (N = 4,567 in 50 company-sized units) responded to questions about deployment and combat, IPV, and suicidal behaviors. Over a tenth (12.2%) of the soldiers reported having done any aggressive behaviors toward significant others or children during postdeployment. More lengthy and repeated deployments were associated with perpetration of IPV. Having killed or wounded someone and having experienced some form of combat trauma were much more strongly associated with IPV perpetration. Suicidal behaviors were associated with having committed IPV, with the greatest risk associated with suicide attempts. Findings are discussed in terms of underlying mechanisms of both IPV perpetration and suicidal behaviors.

Building regulatory capabilities for pharmaceutical firms' internationalization

2013 ◽  
Vol 7 (1) ◽  
pp. 58-74 ◽  
Author(s):  
Sudhir Yadav
Keyword(s):  
Process Model ◽  
International Markets ◽  
Regulatory Function ◽  
Target Market ◽  
Regulatory Requirements ◽  
Content Type ◽  
Pharmaceutical Firms ◽  
Multiple Products ◽  
Multiple Markets ◽  
Functional Areas

PurposeThe internationalization of pharmaceutical firms faces major barriers in terms of managing regulatory requirements in various international markets. This paper aims to identify the requirements related to regulations in various markets of the world. It further seeks to identify how the firms develop such capabilities i.e. processes undertaken by the firms to develop regulatory capabilities.Design/methodology/approachThe research is exploratory in nature. Case study method is adopted to study the requirements related to regulations in international markets and processes to build regulatory capabilities.FindingsTo manage regulatory requirements firms need knowledge related to plant approval and product registration. Firms have to submit dossiers to the respective country's regulatory authority to get plant approval and product registration. They can simultaneously apply for both to save time to enter the target market. The requirements for each market are unique in terms of format and contents for dossier preparation. Dossier preparation needs data from various departments which calls for good coordination among various functional areas, i.e. production, QA and QC, R&D, purchasing, etc. If the firm has operations in multiple markets and offers multiple products in a single market the regulatory function is separately organized for less regulated, semi‐regulated and regulated markets.Practical implicationsPharmaceutical firms targeting international markets can get insight into the regulatory requirements and the process to be adopted to build regulatory requirements.Originality/valueThe paper shows that firms use a systematic process to build capabilities for managing regulations. The paper also offers a process model for firms to build regulatory capabilities for internationalization.

Coaches’ Perspectives of Intrateam Competition in High Performance Sport Teams

2016 ◽  
Vol 3 (2) ◽  
pp. 156-169 ◽  
Author(s):  
Sebastian Harenberg ◽  
Harold A. Riemer ◽  
Erwin Karreman ◽  
Kim D. Dorsch
Keyword(s):  
High Performance ◽  
Team Sport ◽  
Head Coaches ◽  
Full Time ◽  
Constructive Process ◽  
Semistructured Interviews ◽  
Sport Teams ◽  
University Level ◽  
Playing Time ◽  
Sport Coaches

Competition is a common phenomenon and occurs frequently in sports. In high performance sports, competition takes place not only between teams (interteam competition) but also within a team (intrateam competition). In the intrateam competition, coaches might play a central role because of their power to structure competition within their teams. Yet, there is a lack of research exploring how coaches facilitate this type of competition. Consequently, the purpose of this study was to explore how university-level team sport coaches’ experience, structure and use intrateam competition. Eight full-time Canadian Interuniversity Sports head coaches participated in semistructured interviews. The participants indicated that intrateam competition involves two distinct types of competition: situational and positional competition. While situational competition occurs primarily in practices, positional competition is an ongoing, continual process in which athletes who occupy the same position compete for playing time. The coaches shared important considerations about how to carefully structure and use both types of competition constructively. The study is an original account of intrateam competition as a multifaceted, constructive process within high performance sport teams.

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